FACTORS AFFECTING CUSTOMER SATISFACTION OF PICK UP COFFEE AT U.P TOWN CENTER: BASIS FOR RETENTION STRATEGIES

Abstract

This research examines the factors influencing customer satisfaction with pick-up coffee at U.P. Town Center, providing insights for developing effective retention strategies. With the increasing popularity of mobile food services, the study highlights coffee trucks worldwide that offer specialized coffee in unique locations. Customers have specific expectations regarding the products and services they purchase, and managing these expectations can be challenging. The study aims to improve customer satisfaction by utilizing customer feedback to enhance service quality. Additionally, retention strategies are explored to help maintain customer loyalty. The researchers used a quantitative correlational research design with fifty respondents to examine the relationship between demographic profiles, customer satisfaction, and customer retention. The findings indicate that the assessment of customer satisfaction for pick-up coffee resulted in a composite mean of 3.26, suggesting that satisfied customers are more likely to repurchase or continue using the product. In terms of customer retention, the composite mean was 3.29, highlighting that satisfied customers tend to make repeat purchases and maintain ongoing business relationships. The recommendations include the retention strategies proposed by the researcher to enhance customer satisfaction. These strategies were developed by identifying the key factors that affect customer satisfaction, with the goal of improving a business's ability to retain customers over time. This framework is crucial for marketing success, as it helps businesses craft strategies that meet customer needs, fostering long-term loyalty and contributing to sustained business growth.