PROBLEMS ENCOUNTERED BY SELECTED INTERNET CAFES IN BRGY. PASONG TAMO, QUEZON CITY: BASIS FOR PROPOSED MARKETING PLAN

Abstract

This study examines the challenges faced by internet cafes in an increasingly digital age, particularly in the aftermath of the COVID-19 pandemic. In the Philippines, where many households lack internet access and personal computers, internet cafes play a crucial role in providing connectivity and digital services. However, the pandemic has significantly impacted these establishments, with some remaining closed despite the easing of lockdown restrictions.  This research evaluates the marketing strategies of two selected internet cafes: AiCafe Digital Printing and Outfit 2000, in Pasong Tamo, Quezon City. Specifically, the study aims to:  Analyze the demographic profile of respondents. Identify the challenges encountered by both customers and employees. Compare the perceptions of these two groups regarding service quality and business operations. Develop a strategic marketing plan to enhance the competitiveness and sustainability of internet cafes in the evolving digital landscape. By addressing these objectives, the study provides insights into how internet cafes can adapt to changing consumer needs, improve service offerings, and recover from the economic impact of the pandemic. This study utilized a mixed-method research design and purposive sampling, selecting 24 respondents, including customers and employees from both internet cafes. The findings indicate that most respondents are between 16 and 20 years old, with a higher proportion being female and high school graduates. Key challenges identified include issues related to products and services, pricing, accessibility, promotions, staff performance, operational processes, and physical infrastructure. Moreover, a significant difference was observed between customer and employee assessments, with a p-value of 0.00001. Based on the study’s conclusions, several recommendations are proposed to address the identified challenges. These include implementing personalized customer engagement strategies, providing comprehensive staff training in customer service, relocating to more accessible areas, enforcing policies to enhance customer experience, upgrading internet connectivity, and maintaining high cleanliness standards. The proposed marketing plan focuses on increasing brand awareness, boosting profitability, strengthening customer loyalty, fostering community engagement, and ensuring a clean and comfortable environment. By implementing these strategies, internet cafes can overcome operational challenges, improve customer satisfaction, and adapt to the evolving digital landscape, securing their long-term sustainability and success.