CUSTOMERS' DINING EXPERIENCE AND ITS IMPACT ON CUSTOMER RETENTION AT THE COFFEE BEAN AND TEA LEAF, TOMAS MORATO AVE. DILIMAN, QUEZON CITY

Abstract

The Coffee Bean & Tea Leaf is a well-established café chain known for its diverse beverage offerings and inviting atmosphere. This study explores the relationship between customer dining experiences and customer retention, considering factors such as gender, age, socioeconomic status, pricing, ambiance, location, food and beverage quality, service quality, servicescape, and customer feedback. The primary goal is to evaluate how these factors influence customer loyalty. To collect data, the study surveyed 50 customers of The Coffee Bean & Tea Leaf. The researchers utilized a descriptive research design to evaluate the ambiance, service quality, and location of The Coffee Bean & Tea Leaf. Data were gathered from 50 customers selected through simple random sampling. A survey questionnaire was used as the primary research instrument to assess customer experiences and perceptions. The data reveal that most respondents are female, aged 21-25 years old, and belong to the middle-income bracket. Regarding their dining experience, respondents reported high satisfaction with price, ambiance, and location. Furthermore, the findings indicate that factors such as food and beverage quality, service quality, servicescape, and feedback play a significant role in influencing customer retention, with overall satisfaction levels being very high. Customers at Coffee Bean and Tea Leaf generally have a positive perception of their dining experience, appreciating the quality of products, ambient music, visual aesthetics, and cleanliness, which enhance their overall satisfaction and encourage repeat visits. Convenient location and access to Wi-Fi are also highly valued, contributing to a more enjoyable experience. The study reveals a significant correlation between dining experience and customer retention, emphasizing that high-quality food and service foster customer loyalty. A café that consistently meets or exceeds customer expectations strengthens its relationship with patrons, increasing the likelihood of repeat visits. As a result, the researchers have proposed a sustainability plan for the Coffee Bean and Tea Leaf branch in Tomas Morato, Ave., Diliman, Quezon City, to further enhance customer satisfaction and long-term business success.