ASSESSMENT OF PRODUCT QUALITY AS PERCEIVED BY CUSTOMERS OF CZYRAH'S PIZZA IN DEPARO, CALOOCAN CITY: BASIS FOR INNOVATION STRATEGIES

Abstract

This research emphasizes the crucial role of product quality in meeting customer expectations and ensuring satisfaction. Additionally, service quality significantly influences customer loyalty, as a positive dining experience enhances overall customer enjoyment.

Czyrah’s Pizza faces challenges related to topping selection and overall product quality, highlighting the need for innovation and improvement to better align with consumer preferences. This study aims to assess the quality of Czyrah’s Pizza’s products and develop a strategic action plan to enhance its offerings, ultimately improving customer satisfaction, brand reputation, and business growth. This study utilizes a correlational research design with a sample of fifty participants to analyze the relationship between demographics, product quality perception, and the implementation of stage competition innovation. By examining these factors, the research aims to identify key influences on customer satisfaction and business performance, providing insights for strategic improvements. The findings reveal a generally positive perception of product quality, with an overall weighted mean of 3.20, emphasizing key factors such as taste, price, packaging, and appearance. However, customers of Czyrah’s Pizza have identified concerns regarding the quality of ingredients and limited access to necessary machinery and equipment, which may affect both product consistency and overall customer satisfaction. Based on the findings, the following recommendations are proposed: redesigning the packaging to enhance product protection, maintain freshness, and attract consumers while ensuring safe and convenient handling. Additionally, a strategic action plan for product innovation is suggested to drive continuous improvement. The study recommends that Czyrah’s Pizza prioritize incremental innovation to refine existing products and align with evolving customer preferences. To ensure the effectiveness of these innovation strategies in enhancing customer satisfaction and loyalty, the business should implement a systematic monitoring and evaluation process to track progress, measure impact, and make necessary adjustments for sustained growth.