The 1st International Conference on Business, Management and Information Systems 2019 Abstract ID: ICBMIS-2019-055 An Inter-correlational Study on Socio-demographic Profile, Customer Satisfaction and Customer Loyalty in a Fast Food Restaurant in the Philippines Marlon B. Raquel1, Anthony Greg F. Alonzo2 1 The Fisher Valley College, Taguig City, Metro Manila, Philippines 1 Graduate School, Taguig City University, Taguig City, Metro Manila, Philippines
[email protected] 2 The Fisher Valley College, Taguig City, Metro Manila, Philippines 2 Department of Science and Technology, Taguig City, Metro Manila, Philippines
[email protected] Abstract The entry of new players in the fast food industry in the Philippines, both local and foreign companies, has paved for a more competitive business environment. Thus, the need to attend to the satisfaction of their customers has become their main objective. The main purpose of this study is to assess the relationships among socio-demographic characteristics, customer satisfaction, and customer loyalty in a fast food restaurant. Survey questionnaires were dis- tributed to respondents who dined in at the fast food store during the data gathering. Weighted means, standard deviations, verbal interpretations and rankings were determined to measure the level of customer satisfaction and customer loyalty. Spearman’s rho correlation coefficients were identified to assess the relationships. Respondents were satisfied in terms of food quality, service quality and price but were dissatisfied with the physical environment. Customer loyalty in terms of first-in-mind, word-of-mouth and repurchase intentions were high. Customer satisfaction indicators are significantly correlated with customer loyalty indi- cators at p-value .01.