ASSESSMENT OF BRAND IDENTITY AND SERVICE QUALITY OF KOFEE MANILA NOVALICHES

Abstract

Brand identity and service quality have been important and essential factors for a business to be recognized in the fast-paced industry. Quick service or fast-food has been growing rapidly, which means facing many risks in a highly competitive environment. The study investigates the correlation between brand identity and service quality at Kofee Manila Novaliches to achieve customer satisfaction. This study used a correlational quantitative research design, in which respondents were surveyed through a structured questionnaire. The probability sampling technique used was convenience sampling, with 150 consumers of Kofee Manila Novaliches participating. From the results of the study, it appears that consumers highly agree with most statements that brand identity and service quality affect their satisfaction with the business and its offerings. The brand identity factors garnered a total weighted mean of 3.48, equivalent to "Strongly Agree." On the other hand, service quality factors also had consumers strongly agreeing with the statements, with a total mean of 3.42. It has been identified that brand identity and service quality have no significant correlation with each other in achieving customer satisfaction. The researchers further propose enhancements and improvements for the business in terms of its overall brand identity and service quality. This study recommends the creation of a tagline and improving the menu board’s visibility for brand identity. On the other hand, a regular cleaning schedule and seminar workshops for employees are suggested to enhance service quality. Overall, this study emphasizes the importance of brand identity in gaining recognition from consumers and maintaining service quality.