CONSUMER SATISFACTION AND SALES PERFORMANCE OF YELLOW CAB IN TANDANG SORA, QUEZON CITY

Abstract

Yellow Cab Pizza Co. operates a branch at SM City Lipa along Ayala Highway in Marauoy, Lipa City, Batangas. This location offers indoor dining, take-out, pick-up, and delivery services. ​    Customer reviews highlight the branch's cleanliness, welcoming staff, and the quality of its food. One patron noted, "​First thing I thought when walking into the place was the cleanliness of the place and the design. Staff is very nice and welcoming." ​   Understanding consumer needs and preferences is essential for businesses aiming to maintain competitiveness. Factors such as product quality, pricing, and the overall shopping experience play significant roles in fostering customer loyalty and trust. The positive feedback for Yellow Cab Pizza Co.'s Lipa branch reflects these elements, suggesting a correlation between customer satisfaction and the effective use of customer feedback in enhancing service quality. This study employed a descriptive-correlational research design to assess customer satisfaction among 50 consumers of Yellow Cab Pizza Co.'s Ayala Highway branch in Lipa City, Batangas. The research focused on the four Ps of marketing—product, price, place, and promotion—utilizing a survey questionnaire as the primary data collection instrument.​  Research Design:  Descriptive-Correlational Design: This approach is utilized to describe the characteristics of a phenomenon and to determine the relationship between variables without inferring causal links. It is particularly effective in understanding the current status of variables and their interconnections. ​ Sample Size Considerations:  Sample Size of 50: While larger sample sizes are generally preferred for statistical analyses to enhance the reliability and generalizability of results, studies with smaller samples can still provide valuable insights, especially in exploratory research or when the target population is limited. Yellow Cab Pizza Co. operates a branch at SM City Lipa along Ayala Highway in Marauoy, Lipa City, Batangas. This location offers indoor dining, take-out, pick-up, and delivery services. ​ Understanding consumer needs and preferences is essential for businesses aiming to maintain competitiveness. Factors such as product quality, pricing, and the overall shopping experience play significant roles in fostering customer loyalty and trust. The positive feedback for Yellow Cab Pizza Co.'s Lipa branch reflects these elements, suggesting a correlation between customer satisfaction and the effective use of customer feedback in enhancing service quality. The findings of this study offer valuable insights for owners and management of Yellow Cab Pizza Co.'s Ayala Highway branch in Lipa City, Batangas, to enhance service quality and overall customer satisfaction. By focusing on key areas such as product consistency, customer experience, and leveraging technology, management can effectively address existing challenges and improve operational performance.