FACTORS INFLUENCING CUSTOMER SATISFACTION AND CUSTOMER LOYALTY OF KOREAN RESTAURANT IN QUEZON CITY

Abstract

The study aims to identify the factors influencing customer satisfaction and loyalty, evaluate how these factors affect customers' assessments, and determine their impact on customer retention. Understanding these elements is crucial for businesses seeking to enhance customer experiences and foster long-term relationships.​  Key Factors Influencing Customer Satisfaction and Loyalty:  Product Quality: Customers expect products to meet or exceed their standards. Ensuring high product quality can lead to increased satisfaction and loyalty. ​   Service Quality: Timely, efficient, and friendly service significantly boosts customer satisfaction. ​  Price and Value: Offering competitive prices and perceived value for money enhances customer satisfaction. ​ blog.hubspot.com  Convenience: Easy access to products or services, whether through location or online platforms, contributes to positive customer experiences. ​  Personalization: Tailored experiences and recognizing individual customer needs strengthen emotional connections with the brand. ​  Communication: Keeping customers informed and engaged through various channels builds trust and satisfaction. ​  Employee Behavior: Courteous and knowledgeable staff positively influence customer perceptions and loyalty. ​    Customer Engagement: Engaging customers through loyalty programs, community-building efforts, and personalized interactions fosters a sense of belonging and encourages repeat business. ​ This study employed a correlational research design within a non-experimental quantitative framework to examine factors influencing customer satisfaction and loyalty at Manna Korean Grill and Shabu Shabu in Project 7, Quezon City. A convenience sampling method was utilized, involving 30 respondents selected based on their accessibility and willingness to participate. While this approach offers practical advantages, such as ease and cost-effectiveness, it may introduce biases that limit the generalizability of the findings. To enhance the robustness and applicability of future research, employing random sampling techniques is recommended. The collected data underwent thorough computation and interpretation to ensure accurate analysis and presentation of the results. The study underscores the significant impact of the 5 P's of marketing—Product, Price, Place, Promotion, and People—on customer satisfaction and loyalty at Manna Korean Grill and Shabu Shabu in Project 7, Quezon City. The findings reveal that customers highly value courteous and polite staff, as well as a clean environment, which contribute notably to their overall satisfaction. Furthermore, elements such as trust in service, product authenticity, and a peaceful ambiance are pivotal in fostering customer loyalty.​  These insights align with existing research emphasizing the importance of service quality, customer value, and brand image in enhancing customer satisfaction and loyalty within the restaurant industry. For instance, a study examining Korean restaurants found that consumer values (both hedonic and utilitarian) and knowledge positively and significantly affect customer satisfaction and loyalty. Similarly, research on dining motivations and restaurant attributes highlights their impact on customer satisfaction and loyalty in traditional Korean restaurants. ​   By focusing on these factors and understanding their interplay, Manna Korean Grill and Shabu Shabu can enhance customer experiences, leading to increased satisfaction and long-term loyalty.​ The study underscores the importance of enhancing customer satisfaction and loyalty at Manna Korean Grill and Shabu Shabu by focusing on several key areas:​  Staff Development: Investing in training programs to enhance staff professionalism and service quality can significantly impact customer satisfaction. Studies have shown that consumer values and knowledge positively influence customer satisfaction and loyalty in Korean restaurants.  Product Quality: Ensuring the authenticity and high quality of dishes meets customer expectations, fostering trust and repeat patronage. Research indicates that menu factors have a significant positive effect on customer satisfaction in Korean restaurants. ​ researchgate.net  Pricing Strategy: Offering competitive and transparent pricing enhances perceived value, contributing to customer loyalty. Understanding consumer needs based on the marketing mix can help in developing appropriate pricing strategies. ​   Ambiance Enhancement: Creating a comfortable and culturally immersive environment enriches the dining experience, encouraging customers to return. Studies have found that facility, menu, service, and food attributes significantly influence customer satisfaction in Korean restaurants. ​   Promotional Activities: Implementing targeted promotions and loyalty programs can attract new customers and retain existing ones. Effective strategies to improve customer satisfaction and loyalty include enhancing service quality and customer engagement. ​  By focusing on these areas, supported by relevant research findings, Manna Korean Grill and Shabu Shabu can enhance customer experiences, leading to increased satisfaction and long-term loyalty.