FACTORS THAT INFLUENCE CUSTOMER'S EXPECTATIONS OF THE SERVICE QUALITY IN SAMGYUPKART AT REGALADO, QUEZON CITY

Abstract

SamgyupKart, a prominent food delivery service in Quezon City, has experienced significant growth, particularly with its branch at Amaia Series in Novaliches. The establishment has garnered attention for offering affordable samgyeopsal and milk tea options, attracting a considerable customer base. ​  Factors Influencing Customer Perception and Expectations:  Understanding customer perceptions and expectations is crucial for SamgyupKart's continued success. Several key factors influence these perceptions:​  Hedonic Motivation: The enjoyment and pleasure derived from consuming samgyeopsal and milk tea significantly impact customer satisfaction. ​  Price Sensitivity: Competitive and transparent pricing contributes to customer trust and loyalty. ​  Information Quality: Clear and accurate information about menu items and promotions enhances the customer experience. ​  Promotions and Discounts: Special offers and loyalty programs can influence customer decisions and enhance satisfaction. ​   Service Efficiency: Timely delivery and responsiveness to customer inquiries are essential for maintaining positive perceptions. ​  User Experience: An intuitive and user-friendly online ordering platform enhances convenience and meets customer expectations. ​  Staff Professionalism: Courteous and professional staff interactions positively influence customer satisfaction. ​   Aligning Customer Expectations with Actual Experiences:  To bridge the gap between customer expectations and actual experiences, SamgyupKart can implement the following strategies:​  Regular Feedback Collection: Utilize surveys and reviews to gather insights on customer experiences and identify areas for improvement.​  Staff Training: Ensure that delivery personnel and customer service representatives are well-trained to handle orders efficiently and address customer concerns professionally.​  Order Tracking Features: Implement real-time order tracking to keep customers informed about their delivery status, reducing uncertainty and enhancing trust.​  Quality Assurance Protocols: Establish strict quality control measures to maintain consistency in food quality and service delivery.​  Personalized Marketing: Use customer data to offer personalized recommendations and promotions, enhancing the overall customer experience.​  By focusing on these aspects, SamgyupKart can enhance customer satisfaction, foster loyalty, and maintain a competitive edge in the dynamic food delivery market of Quezon City. The researchers employed a quantitative descriptive research methodology to assess factors influencing customer satisfaction and loyalty. Data were collected from 100 randomly selected customers through structured surveys, ensuring consistency and reliability. This approach aligns with established practices in customer satisfaction research, where quantitative methods are favored for their ability to analyze numerical data and identify patterns. By focusing on measurable aspects of the customer experience, the study aims to provide actionable insights for enhancing service quality and fostering customer loyalty. ​ The demographic profile of respondents reveals a predominance of males aged 21 to 25 years, with the majority identifying as single. At SamgyupKart's Regalado branch in Quezon City, customers have expressed positive feedback regarding service quality, highlighting the staff's empathy, reliability, assurance, and responsiveness. These insights are valuable for tailoring marketing strategies and enhancing customer engagement initiatives targeted at this demographic segment.​ The researchers concluded that SamgyupKart in Regalado, Quezon City faces several common issues that affect customer satisfaction and loyalty. One major concern is delayed orders, highlighting the need for prompt service delivery. To address this, the researcher recommends setting realistic delivery times that align with actual delivery capabilities.  Additionally, the study suggests implementing comprehensive training programs for SamgyupKart employees involved in billing processes to enhance their awareness of potential errors and best practices for preventing these mistakes. To further improve customer satisfaction, the researcher advises ensuring consistent food quality across visits by instituting rigorous quality control measures for ingredients, cooking methods, and seasoning applications. This will help maintain the same taste across all food items.