Ascendens Asia Singapore – Bestlink College of the Philippines Journal of Multidisciplinary Research Abstracts (AASgBCPJMRA)

Social media has transformed marketing strategies within the hospitality industry, playing a key role in shaping guest perceptions and satisfaction. This study explores the impact of social media marketing (SMM) on guest satisfaction at Ambianza Apartelle, examining how demographic factors and various SMM elements—such as service quality, promotions, pricing, and facilities—influence customer preferences and experiences. A descriptive research design was employed to analyze data collected through a researcher-designed questionnaire administered to 30 frequent guests of Ambianza Apartelle who actively engage with its social media platforms. Respondents were selected using purposive sampling. Data analysis involved frequency distribution, weighted mean, and ranking techniques to assess guest perceptions and identify key social media marketing issues. The findings reveal that most respondents were males aged 26–30, with the majority visiting Ambianza Apartelle infrequently. Social media marketing was rated as "very influential" in shaping guest expectations and preferences across service quality (mean = 3.56), promotions (3.61), price (3.52), and facilities (3.61). However, key issues such as misleading visuals, delayed responses to inquiries, and technical problems with the booking system were identified. These challenges contribute to guest dissatisfaction despite effective promotional efforts. The results suggest that although social media marketing (SMM) plays a significant role in guest satisfaction, its effectiveness depends heavily on authenticity, prompt responsiveness, and reliable technical support. To enhance guest experiences and foster loyalty, it is recommended to focus on accurate advertising, timely customer engagement, and personalized marketing strategies. Bridging the gap between online representation and actual service delivery is crucial to maximize the positive impact of SMM within the hospitality industry.

This study aims to identify the factors influencing customer loyalty at Leigh Ariana Store, a traditional retail outlet located in Maligaya Wet Market, Novaliches, Quezon City. The store operates in a competitive wet market setting and currently faces challenges such as limited sales promotions, difficulty adapting to market trends, and a shortage of personnel. To address these concerns, this study seeks to propose effective marketing strategies aimed at improving promotional efforts, enhancing customer communication, and ensuring consistent product quality to strengthen customer loyalty and foster long-term relationships. The study employs a quantitative descriptive research design to systematically gather and analyze numerical data. A purposive sampling technique was used to select respondents. Data were collected using a structured survey questionnaire to capture customer insights and preferences. Statistical tools such as frequency and percentage, weighted mean, and ranking were applied to analyze the data and fulfill the study's objectives. The findings revealed that the majority of Leigh Ariana Store’s customers are aged 19 to 24 years old. Among the identified factors, product quality received the highest rating (Weighted Mean = 3.44), indicating a high level of customer satisfaction in terms of product variety and quality. In contrast, promotion received the lowest score (Weighted Mean = 2.06), suggesting dissatisfaction with the store’s current marketing strategies. The overall average weighted mean of 2.93 (Agree) reflects a generally positive perception of the store but also highlights the need for improved promotional efforts and operational efficiency to further enhance customer loyalty. Based on the results, the researchers recommend that Leigh Ariana Store establish a Facebook page to provide regular product updates and promote new offerings. Implementing bundled deals and personalized promotions, such as discounts for frequent buyers, can also boost sales and strengthen customer relationships. These strategies are intended to help the business improve both its marketing effectiveness and long-term customer loyalty.

This study aims to assess the viability and future potential of the perceived usefulness of GCash as a payment method in small retail businesses. The research underscores the effectiveness of GCash in enhancing operational efficiency, improving customer convenience, and strengthening financial management, making it a valuable tool for the growth and sustainability of small enterprises. This study utilized a descriptive-quantitative research design to examine the perceived usefulness of GCash as a payment method among small retail businesses. A total of 50 small retail establishments in Novaliches, Quezon City, were selected through convenience sampling. The sample consisted of 10 sari-sari stores, 10 ukay-ukay stalls, 10 rice retailers, 10 milk tea shops, and 10 beauty product stores. Data were collected through a structured survey questionnaire, designed to assess the impact of GCash on business efficiency, customer transactions, and financial management. The quantitative approach allowed for statistical analysis and interpretation of the gathered data. The results of the study indicate that the respondents, who are directly involved in offering therapeutic products or services, provided varying perceptions of digital payment systems. The weighted mean scores revealed a rating of 2.54 for satisfaction, 3.11 for convenience, and 3.16 for security, with an overall weighted mean of 2.93. These findings suggest a moderate level of approval for the use of digital payments in this context. The researchers recommend that businesses encourage customers to share feedback on their experiences with digital payment methods. By addressing user concerns and making continuous improvements, retailers can enhance the overall customer experience, increase satisfaction, and build customer loyalty. Understanding customer preferences and aligning GCash payment systems with their needs can significantly enhance the overall shopping experience, particularly within the small retail sector. The findings also indicate that consumers who use GCash tend to spend more per transaction on average compared to those who pay with cash. This suggests that digital payments may encourage impulse buying, potentially leading to increased overall sales for small retailers.

In the digital marketing era, businesses must strategically utilize social media platforms to enhance brand visibility, customer engagement, and sales performance. This study evaluates the marketing strategies and social media engagement efforts of Digits Trading Corporation, a prominent distributor of gadgets in the Philippines. By analyzing the company’s presence on Facebook, TikTok, and Instagram, the study examines the effectiveness of its digital marketing initiatives and identifies areas for improvement. This study employs a descriptive research design. Surveys were administered to 100 respondents, comprising 50 employees and 50 customers of Digits Trading Corporation. The questionnaire focused on perceptions of social media engagement, marketing effectiveness, and overall shopping experience. Statistical tools, including the Z-test, were used to analyze the data and assess differences in perception between employees and customers. The results indicate that Instagram is the most effective platform for brand engagement, while TikTok stands out for its impact on creative content marketing. Facebook continues to be essential for addressing customer inquiries and disseminating product information. Influencing factors in purchasing decisions included promotional strategies, customer service, and competitive pricing. However, challenges were identified, such as limited product availability, vague product descriptions, and inadequate after-sales support. The Z-test revealed no significant difference between employee and customer responses, indicating a shared perspective on the company’s marketing and engagement efforts. To reinforce its competitive edge, Digits Trading Corporation should consider implementing real-time inventory updates, refining promotional strategies, and enhancing customer support services. Further investment in influencer collaborations, optimization of the online shopping interface, and improved content marketing could strengthen customer engagement. These findings offer practical insights for businesses aiming to enhance their digital marketing strategies and foster meaningful engagement through social media.

This study investigates the impact of menu design elements—specifically layout, typography, color, descriptions, and pricing—on consumer choices in fine dining restaurants in Quezon City. Menus are not merely informational tools but strategic marketing instruments that shape the dining experience, influence customer behavior, and contribute to overall satisfaction. Despite their importance, menu design is often overlooked by restaurateurs, resulting in missed opportunities for increased sales and guest engagement. This research aims to demonstrate how effective menu design enhances customer experience and supports business success. A descriptive research design was employed to assess the influence of menu design on consumer decision-making. The study involved 30 randomly selected respondents—15 each from Aristocrat Restaurant and Prime Steakhouse in Quezon City. Data were collected through validated questionnaires containing Likert-scale and open-ended items. The survey focused on five key areas: menu layout, color, typography, pricing, and descriptions. Data were analyzed using frequency, percentage, and weighted mean to evaluate the influence of each element on customer choices and satisfaction. Findings revealed that effective menu design significantly improved the dining experience. Respondents favored organized layouts, legible typography, and detailed, accurate descriptions, which facilitated decision-making and built customer trust. Transparent pricing that aligned with food quality positively influenced satisfaction. While color had a more limited effect, warm and subtle tones were generally preferred. A key concern identified was the lack of allergen and dietary information, which reduced comfort for some guests. Overall, the results supported the use of strategic, customer-focused menu designs to boost satisfaction and loyalty. The study concludes that menu design plays a critical role in enhancing the overall dining experience in fine dining settings. Clear structure, informative descriptions, and transparent pricing empower customers to make confident decisions. Though color had a lesser influence, warm tones contributed to a pleasant ambiance. Restaurants are encouraged to update menus regularly, incorporate allergen and dietary information, and seek customer feedback to maintain engagement and ensure continuous improvement.

This study investigates the factors that influence mobile phone purchases driven by social media and serves as the foundation for a proposed marketing plan for Marijun Cellphone Accessories located in Valenzuela Town Center. Anchored on the Consumer Purchasing Behavior theory, the study focuses on five primary factors that impact online buying decisions: product selection, pricing, user reviews, shipping options, and return policies. This study employs a quantitative descriptive research design. Through purposive sampling, 50 respondents who recently purchased mobile phones via social media platforms were selected. Data were gathered using Google Forms and analyzed using statistical tools, including frequency, percentage, weighted mean, Kruskal-Wallis H test, and Mann-Whitney U test, to examine the relationship between consumer demographics and purchasing behavior. The findings revealed that the majority of online mobile phone buyers were young millennials aged 23 to 28 (58%), predominantly female (54%), and had an average monthly income between ₱10, 000 and ₱19, 999 (38%). Among the five factors, user reviews emerged as the most influential (weighted mean = 3.64), whereas product selection was the least influential (weighted mean = 3.38). However, statistical analysis showed no significant difference in purchasing behavior when grouped according to age, gender, or income, indicating generally uniform preferences across demographics. Respondents also encountered several issues when buying through social media, including delayed delivery (64%), damaged products (40%), stock shortages (34%), incorrect items received (32%), and lack of adequate product reviews (26%). To respond to the identified issues, a comprehensive social media marketing plan was developed. This plan highlights the importance of providing accurate product descriptions, offering competitive pricing, utilizing user-generated content, enhancing shipping logistics, and establishing transparent return policies. It also outlines digital marketing tactics such as influencer partnerships and promotional campaigns to boost brand visibility and consumer engagement. Through the implementation of these strategies, Marijun Cellphone Accessories is expected to strengthen its online presence, build customer trust, and increase sales. This study contributes essential insights for businesses seeking to refine their social media marketing efforts in response to evolving consumer behaviors.

This study aims to determine whether there is a significant relationship between the marketing strategies of JB’s Salon and Barbershop and the frequency of customer visits. In a competitive market environment, JB’s faces the challenge of retaining clients and attracting new ones. The research evaluates the impact of various marketing strategies—including service quality, pricing, location, and promotions—on customer retention and business growth. A quantitative approach with a descriptive-comparative design was employed. Data were collected from 100 respondents using convenience sampling. The survey instrument assessed perceptions of marketing strategies and visit frequency. Statistical tools such as percentage frequency distribution, weighted mean, Z-test, and frequency ranking were utilized to analyze the data and derive actionable insights. Among the four marketing strategy components, service quality received the highest rating (weighted mean: 3.26), indicating its importance to customers. This was followed by price (2.96) and location (2.68), while promotions received the lowest rating (2.51), highlighting the need for improvement in this area. Most respondents (78%) were young adults aged 18 to 27 from low-income or lower-middle-class groups, and the majority visited the salon less than once per month. A Z-test revealed a significant difference between marketing strategies and customer visit frequency, with a T-value of 4.16013 and a P-value of 0.00059. Overall, marketing strategies were rated higher (mean: 3.11) than visit frequency (mean: 2.60), suggesting a disconnect between strategic efforts and customer behavior. The findings suggest that while the current marketing strategies are generally effective, enhancements are needed to encourage repeat visits. JB’s Salon and Barbershop should strengthen its marketing plan by improving customer service, adjusting pricing to suit target demographics, enhancing promotional activities, and maximizing location accessibility. These efforts will support increased visit frequency and sustained business growth.

The rapid growth of social media and the rise of content creators have redefined marketing practices within the skincare industry. This study focuses on the perceived effectiveness of influencer endorsements in advertising skincare products, with Dermorepubliq—a Philippine-based brand—serving as the focal case. Guided by Cognitive Dissonance Theory, the research explores how these endorsements impact consumer trust, engagement, and purchase intentions. Insights from the study aim to support the development of a strategic business model for more effective influencer-driven marketing. The study adopted a quantitative descriptive research design and utilized a structured survey to gather data from 50 TikTok users who had engaged with content creator endorsements of the Dermorepubliq brand. Participants were selected through purposive sampling. The survey instrument, which was validated by experts and pilot-tested for reliability, focused on three core areas: user engagement, consumer trust, and purchase intention. Collected data were analyzed using frequency distribution, weighted mean, ranking, and ANOVA to identify statistically significant differences based on demographic profiles. The results indicate that content creator endorsements are highly effective in driving engagement (mean = 3.32), enhancing consumer trust (mean = 3.38), and influencing purchase intentions (mean = 3.34). Moreover, no significant differences were observed across age, gender, or TikTok usage frequency, suggesting a consistent perception of effectiveness across all demographic groups. The results affirm that content creators are valuable assets in modern marketing, especially for skincare brands. Respondents reported high levels of engagement and trust, underscoring the importance of authenticity, relatability, and consistency in influencer partnerships. The absence of significant differences across demographic variables indicates that influencer marketing is broadly effective across age and gender. These findings suggest that skincare brands should prioritize building long-term relationships with credible influencers and focus on delivering transparent, high-quality content. The proposed business model developed from this study offers a strategic framework to guide brands in implementing more effective and consumer-centered influencer marketing approaches.

This study examines consumer purchasing behavior to understand how customers make decisions regarding product choices, which is vital for marketing and business operations. It focuses on Mixue Ice Cream and Tea Shop, a prominent brand recognized for its affordable, high‑quality offerings. This study explores factors that influence consumer decisions, including marketing strategies, demographic characteristics, and consumer attitudes, especially in the context of recent food safety concerns that have affected brand trust. The objective is to generate insights that enable Mixue to enhance customer satisfaction, optimize marketing efforts, and refine operational strategies to meet consumer demands more effectively. This study employs purposive sampling to select respondents who have direct experience with Mixue products. Data are collected through a structured survey questionnaire designed to capture customer insights. Statistical analyses—including frequency and percentage distributions, weighted means, and t‑tests—are applied to interpret the data and fulfill the study’s objectives. Respondents from the employee group reported feeling relaxed and happy each time they visited Mixue, and they expressed a desire to return. They showed a preference for ordering tea or lighter options such as sorbet rather than creamy ice cream. Additionally, they indicated that they often visited Mixue during family outings or celebrations to enjoy a treat together. In contrast, the student group also reported feelings of relaxation and happiness during each visit, citing Mixue’s affordability and promotional deals—such as buy‑one‑get‑one‑free offers—as primary motivators for patronage. Hypothesis testing revealed a statistically significant difference between the two groups’ buying behavior and preferences, with weighted means of 2.45 and 2.37 respectively. A t‑test yielded a t‑value of 0.2509 and a p‑value of 0.8102, indicating that the variance between groups was not statistically significant.

This research examines the use of social media marketing strategies in promoting Cloud 9 Antipolo, a leisure destination in Rizal, Philippines. It highlights the transformative impact of technology and social media on the hospitality and leisure industry, emphasizing how these platforms facilitate effective marketing and strengthen customer engagement. The study employs a descriptive research design, collecting data from 100 respondents through surveys to assess their demographic profiles, identify the social media platforms used by Cloud 9, and evaluate their perceptions of the marketing strategies implemented. Key findings indicate that the majority of respondents are young adults aged 18–23, predominantly female, with most having visited Cloud 9 only once. Vlogs emerged as the most effective promotional medium, followed closely by official Facebook posts and reels. Respondents strongly agreed that targeted advertising, influencer collaborations, and content promotion strategies significantly enhance brand visibility and customer engagement. Challenges identified include accessibility issues, limited amenities, and transportation difficulties, all of which detract from the overall visitor experience. To address these, the study recommends diversifying promotional content, strengthening targeted advertising efforts, and fostering community engagement through interactive posts and collaborations with local influencers. The findings conclude that effectively leveraging social media marketing strategies can significantly boost Cloud 9’s visibility and visitor engagement, ultimately supporting its growth and long-term sustainability as a premier tourist destination.

This study investigates the sustainable marketing strategies utilized by small food and beverage enterprises in Nova Stop, Novaliches, Quezon City, and proposes a marketing plan to support environmentally responsible business practices. As consumer awareness of sustainability continues to rise, food and beverage businesses face increasing pressure to adopt eco-conscious initiatives while remaining profitable. The research aims to assess current practices, identify gaps, and recommend strategies that align sustainability with long-term business viability. A descriptive-correlational research design was employed. The study focused on four establishments—Sphynx Diner, Chill Bar, 31st Street, and Jairah—using survey questionnaires and documentary analysis. A total of 20 respondents, including 4 owners and 16 employees, were selected through purposive sampling. Statistical tools such as weighted mean, Pearson-r correlation, and ranking were used to evaluate the relationship between years of operation and the implementation of sustainability practices, as well as to identify existing challenges. Findings revealed that the participating businesses showed a degree of commitment to sustainability, particularly through the use of fresh ingredients, fair pricing, and ethical labor practices. However, notable deficiencies were observed in areas such as organic product offerings, sustainability-centered promotions, employee training on eco-practices, and the use of digital technology for green marketing. Most businesses had been operating for 4 to 6 years and employed between 5 and 10 workers, indicating potential for scalable improvements. Barriers to comprehensive sustainable marketing included high operational costs, limited availability of eco-friendly suppliers, and a lack of expertise in sustainability practices. The study recommends practical and cost-effective strategies such as bulk purchasing, collaboration with local suppliers, implementation of sustainability training programs, and enhanced use of digital marketing platforms. The proposed marketing plan integrates environmentally responsible initiatives with profit-oriented objectives, aiming to embed sustainability into daily operations. The study concludes that while a foundational effort exists, a more structured, inclusive, and innovative approach is essential to meet evolving customer expectations and environmental standards.

In the highly competitive food service industry, customer satisfaction serves as a critical indicator of business success and long-term sustainability. This study investigates the key factors influencing customer satisfaction, specifically food quality, service quality, ambiance and environment, and pricing and value for money. It further examines the relationship between these satisfaction factors and customer retention. Understanding these dynamics is essential for restaurants that aim to enhance the guest experience and promote customer loyalty. This study utilizes a quantitative research design with a descriptive method. It was conducted at Cabalen Buffet Restaurant in SM Fairview, Quezon City, with a total of 50 respondents, consisting of 35 customers and 15 employees. Data were collected through a researcher-made questionnaire, which was validated through expert review and pre-testing. Statistical tools, including weighted mean, percentage distribution, and Pearson correlation, were employed to analyze the data. The results revealed high levels of customer satisfaction across all examined areas. Food quality received the highest ratings, particularly in cleanliness and presentation, with a composite mean of 3.71. Service quality was positively evaluated, especially in terms of staff friendliness and responsiveness. Ambiance and environment were appreciated for overall cleanliness and interior design, although seating comfort received slightly lower ratings. Pricing and value for money were also perceived favorably, particularly due to flexible payment options, although the absence of discount offers was noted. However, Pearson correlation analysis indicated no statistically significant relationship between the satisfaction variables and customer retention (p > 0.05). Although customers expressed favorable satisfaction with food quality, service, ambiance, and pricing, these factors did not significantly predict retention. This suggests that external factors such as competition, location, or marketing strategies may exert a greater influence on customer loyalty. The study also identified operational issues such as inconsistent food quality, inadequate cleanliness, limited menu variety, and the absence of loyalty programs. Addressing these concerns could help buffet restaurants better align their services with customer expectations and improve long-term retention strategies.

This study investigates the marketing challenges encountered by small clothing enterprises in Bagong Silang, Caloocan City, and evaluates strategies within the framework of the 4Ps of marketing—Product, Pricing, Place, and Promotion. The objective is to assess how these enterprises respond to common market issues and to provide a foundation for developing an effective marketing program tailored to their needs. The study employs a descriptive correlational research design. Data were gathered through purposive sampling of fifteen business owners using validated questionnaires. Statistical tools such as weighted mean and Pearson’s r were applied to assess the extent of marketing challenges and the effectiveness of corresponding strategies. Findings indicate that product-related challenges were the most pressing, particularly due to rapidly shifting fashion trends and the proliferation of counterfeit goods online, as cited by 87% of respondents. Respondents agreed that these challenges were addressed through diversified product offerings and sustainability initiatives (mean = 3.44). Pricing strategies (mean = 3.17) focused on competitive pricing and discount schemes, although their impact on customer retention was limited. Place-related efforts (mean = 2.99) emphasized in-store design over digital integration, while promotion strategies (mean = 3.01) mainly involved social media marketing with limited use of influencer collaborations. The Pearson correlation coefficient (r = 0.40, p = 0.14) indicated a low positive correlation between marketing challenges and strategies, supporting the null hypothesis and suggesting limited alignment between problems and implemented solutions. Proposed interventions include product line expansion, adaptive pricing models, increased e-commerce utilization, and collaboration with micro-influencers. The study highlights the necessity of a structured marketing program that aligns the 4Ps strategies with the specific challenges faced by local enterprises. Emphasis is placed on digital adaptation, customer engagement, and market responsiveness. These recommendations aim to improve the competitiveness of small clothing businesses in densely populated urban areas by promoting a balance between physical retail presence and digital marketing initiatives.

This study aims to evaluate the effects of unrelated reviews on online shops and their influence on customer buying behavior in Camarin, Caloocan City. Online product reviews significantly impact purchasing decisions, especially for first-time buyers. However, many reviews focus on aspects unrelated to the product itself—such as delivery delays, packaging, or customer service—which may distort customer perceptions of product quality. This research seeks to examine how these unrelated reviews influence consumer behavior and to explore ways to guide first-time buyers toward informed decision-making. A quantitative descriptive research design was employed to gather data from sixty (60) respondents, equally divided between male and female participants, who have encountered unrelated reviews on online platforms. The study focused on consumers within Camarin, Caloocan City. Data were analyzed using frequency and percentage, weighted mean, and hypothesis testing via a Z-test to determine the statistical significance of the observed effects. The demographic analysis showed an equal gender distribution, with most respondents aged between 18 and 25 years. Although many of them rarely make online purchases, the majority agreed that unrelated reviews had an impact on their buying decisions. This suggests that even occasional online shoppers are influenced by comments that are not directly related to the product, reinforcing the idea that customer perceptions can be shaped by seemingly minor factors. The findings highlight the need for sellers to manage the review sections of their product pages more effectively. Allowing moderation or filtering of unrelated reviews may protect the seller’s reputation and product credibility. A well-structured review system, along with targeted marketing strategies, can minimize the negative impact of off-topic reviews and improve product profitability. Ultimately, addressing these factors can lead to better customer experiences and more accurate representations of product value.

Public markets in urban areas such as Novaliches Proper are experiencing heightened competition from supermarkets, convenience stores, online shopping platforms, and specialty shops. These developments are shifting consumer preferences and shopping behaviors. This study aims to assess how increased market competition affects customer purchasing decisions, brand loyalty, and overall shopping experiences in public market booths. By examining local consumer trends, the study seeks to provide practical recommendations for vendors to enhance competitiveness and sustainability. It addresses a gap in localized market research, focusing on the unique challenges faced by public market vendors. The study adopted a descriptive research design to evaluate the influence of competition on customer behavior. A total of 50 vendors were selected through purposive sampling to ensure relevant and informed responses. Data were gathered using closed-ended survey questionnaires. Statistical tools such as frequency distribution, percentages, and weighted means were used to analyze customer demographics, perceptions, and preferences. The weighted mean was particularly useful in identifying which competitive factors most influenced consumer decision-making. Findings revealed that product quality is the leading factor influencing customer purchases, followed by new booth offerings and discounts. Increased spending was driven by product quality, clean and organized displays, excellent customer service, and price incentives. While price remains important—42% of customers prioritized affordability—consumers consistently chose quality over the lowest-cost options. Familiarity with brands and perceived value also significantly shaped consumer preferences. The results emphasized that customer service, brand recognition, and consistent product quality outweigh short-term price reductions in sustaining customer loyalty. The results suggest that increased competition creates a more discerning and value-conscious consumer base. Although affordability remains a priority, consumers are willing to pay more for high-quality products and a positive shopping experience. This shift compels public market vendors to focus on delivering greater value through improved product offerings, enhanced service, and clean, attractive booth presentation. To remain competitive, vendors should invest in customer relationship management, loyalty programs, and promotional strategies that highlight quality and trust. These findings underscore the importance of balancing competitive pricing with a strong emphasis on product excellence and service reliability.

This study explores the relationship between promotional offers and customer retention at Spanda Massage and Spa. Founded in 2017 as a home-based massage service, the business initially struggled with increasing sales and attracting a stable customer base. In response, Spanda conducted market research and introduced targeted promotional strategies. The study examines specific promotional tools such as discounts, loyalty cards, bundled service packages, and seasonal offers. It also investigates key elements of customer retention, including service quality, customer satisfaction, cost-effectiveness, and overall convenience. This study adopted a quantitative correlational research design, utilizing a survey questionnaire to collect data. Statistical tools such as weighted mean, ranking, and Pearson correlation were used to assess the relationship between promotional offers and customer retention. The researchers employed purposive sampling, a non-probability technique, to select participants who had availed of promotional offers from Spanda Massage and Spa. This ensured that the respondents could provide meaningful insights into their experiences and loyalty toward the business. The results revealed that customers place high value on receiving greater benefits through discounted rates (weighted mean: 3.72), and they appreciate being rewarded for their loyalty through repeat visit incentives (weighted mean: 3.67). Bundled services were also favored for offering convenience in experiencing multiple treatments (weighted mean: 3.62), and many respondents expressed a preference for visiting the spa during promotional periods (weighted mean: 3.66). In terms of customer retention, a clean and calming environment was seen as a key indicator of service quality (weighted mean: 3.78). High levels of customer satisfaction also contributed to strong word-of-mouth recommendations (weighted mean: 3.72). Additionally, competitive pricing without compromising service quality (weighted mean: 3.68) and the availability of bundled packages (weighted mean: 3.70) further supported customer loyalty. Hypothesis testing showed a very strong and positive correlation between promotional offers and customer retention, with an r-value of 0.875 and a p-value of < 0.0001, indicating a statistically significant relationship at the 0.05 level. The researchers recommend that Spanda Massage and Spa adopt a targeted promotional strategy to improve customer retention. These recommendations focus on maximizing the impact of promotional offers to deliver a more rewarding customer experience, encourage consistent patronage, increase revenue, and cultivate lasting customer loyalty.

This study explores the impact of TikTok promotional videos by G21 Soap and Cosmetics, a company founded in 2018, on customer awareness and consumer engagement. Recognizing TikTok’s role as a powerful social media platform driven by short-form, algorithm-curated content, the research assesses how effectively G21’s videos enhance brand visibility and foster interaction with customers. The study aims to measure the level of customer awareness generated by these promotional efforts and analyze their influence on consumer engagement behaviors. This study employed a correlational research design to examine the relationship between TikTok promotional videos by G21 Soap and Cosmetics and consumer engagement. Data were gathered from 50 respondents using a survey questionnaire. Statistical analyses, including weighted mean, ranking, and Pearson correlation, were utilized to evaluate how TikTok videos influence customer awareness and engagement levels. The research aims to provide insights into the effectiveness of short-form social media content in enhancing brand-customer interactions. The study found that TikTok promotional videos by G21 Soap and Cosmetics scored high in brand appeal, consumer trust, and content alignment, with respondents rating the brand as appealing (3.32), frequently checking reviews before purchase (3.54), and feeling encouraged to buy (3.48). Consumer engagement indicators—awareness of product features (3.56), information-seeking behavior (3.38), and positive brand perception (3.58)—were similarly rated positively. However, hypothesis testing revealed a weak, non-significant negative correlation (r = -0.1471, p = 0.3030) between TikTok videos and consumer engagement. While the relationship was not statistically significant, the findings emphasize the importance of further exploring how TikTok content influences brand perception and engagement. Users identified several challenges with G21’s TikTok marketing, including an overreliance on influencers rather than authentic customer testimonials (23 respondents), incomplete product information (21), and absence of real-time feedback or live demonstrations (19). Additional concerns involved unrealistic filters, inauthentic influencers (18), and unclear explanations of product benefits and ingredients (17). To address these issues, the study recommends that G21 focus on authentic user testimonials, incorporate real-time feedback mechanisms, and produce engaging content like skincare tutorials and behind-the-scenes videos. These strategies aim to build consumer trust and enhance engagement by delivering meaningful and relatable content.

This study examines the relationship between loyalty programs and customer satisfaction in convenience stores located in Barangay Commonwealth, Quezon City. As businesses increasingly utilize loyalty programs to improve customer retention, this research investigates how reward structures, customer engagement, and program consistency influence satisfaction levels. The study also identifies existing gaps in customer interaction and proposes strategies to enhance loyalty programs by improving communication, offering more relevant rewards, and ensuring consistent program execution. Addressing these areas may lead to greater customer loyalty and overall satisfaction. A correlational research design was used to assess the relationship between loyalty program features and customer satisfaction. Data were collected from 50 respondents using a structured questionnaire distributed via Google Forms. The questionnaire measured variables such as reward structure, tier systems, and perceived benefits using a 4-point Likert scale. Descriptive statistics, including the weighted mean, were applied, along with a Pearson correlation analysis and a p-test to determine the statistical significance of the relationships. The results showed an overall weighted mean of 3.42 for customer satisfaction, indicating that respondents generally agreed on the effectiveness of loyalty programs. The highest-rated factor was the perceived value of rewards (3.50), while the lowest was the variety of rewards (3.30). A strong negative correlation (r = -0.769) was found between loyalty program quality and customer satisfaction, implying that improvements in program features significantly increased satisfaction levels. The p-test result (p = 0.001) confirmed that the correlation was statistically significant at the 0.05 level. The study concludes that enhancing loyalty programs—especially by expanding reward options and refining tiered benefits—can significantly improve customer satisfaction in convenience stores. These findings underscore the importance of strategic loyalty program design in fostering long-term customer engagement and retention.

Motorcycles serve as a fast, affordable, and convenient mode of transportation, particularly in Caloocan City, which was declared the “Motorcycle Capital of the Philippines” in 2017. Due to increasing demand, motorcycle retail businesses have rapidly expanded in the area. However, many still face challenges such as service delays, understaffing, and inconsistent service quality, leading to customer dissatisfaction. This study assesses service quality and customer satisfaction in motorcycle retail businesses in Caloocan by utilizing the SERVQUAL model (Reliability, Assurance, Tangibility, Empathy, Responsiveness) alongside the 4Ps of marketing (Product, Price, Place, Promotion). It aims to evaluate customer perceptions, determine the relationship between service quality and customer satisfaction, identify service-related issues, and propose practical recommendations for improvement. This study employs a descriptive-correlational design to examine the relationship between service quality and customer satisfaction in selected motorcycle retail shops in Caloocan, namely Motortrade, Yamaha, Honda, and Transcycle. A total of 80 customers, with 20 respondents per branch, voluntarily participated and assessed their service experience using a validated questionnaire. The purpose of the study was personally explained to each respondent prior to data collection. Findings based on the SERVQUAL model indicated that customers were generally satisfied with all five dimensions of service quality. The highest satisfaction scores were recorded in assurance (mean = 4.31), tangibility (mean = 4.27), and empathy (mean = 4.21). In terms of the 4Ps, high satisfaction was also observed in product (mean = 4.34), price (mean = 4.42), and promotion (mean = 4.35). However, the most common concern was delays in document processing, particularly with the release of official receipts, certificates of registration, and license plates (mean = 2.71). Issues related to service maintenance, such as back jobs, were reported less frequently. Statistical analysis showed a moderate positive correlation (r = 0.3621) between service quality and customer satisfaction, confirming the presence of a significant relationship. Although customers expressed overall satisfaction with the services offered, the study identified responsiveness and document processing as areas requiring improvement. To address these concerns, the study recommends the reorganization of branch operations into specialized departments, the hiring of additional staff, enhancement of document management systems, and continuous employee training. These strategies aim to improve service quality, increase customer satisfaction, and foster stronger brand loyalty.

This study examines the factors influencing purchase intention for used cars on Facebook Marketplace, with a focus on Cars R Us Auto Trading in Meycauayan, Bulacan. Grounded in Nuzula et al.’s (2022) framework, the research investigates how perceived quality, perceived risk, and brand attitude influence consumer buying behavior on digital platforms, particularly within the context of secondhand vehicle sales. A mixed-methods approach was employed, combining quantitative surveys with statistical analysis to assess customer perceptions. Forty-five (45) respondents participated in the survey. The variables measured included perceived quality, perceived risk, and brand attitude. Data were analyzed using mean scores and correlation tests. Perceived quality (Mean = 2.73) and brand attitude (Mean = 2.63) were found to significantly influence purchase intentions, while perceived risk (Mean = 2.73) showed no statistically significant relationship with purchasing behavior, supporting the hypothesis that risk perception does not significantly affect decision-making in this context. The findings indicate that customer decisions are primarily influenced by the perceived quality of the vehicle and trust in the brand or seller. Transparency in communication and seller credibility further strengthened customer loyalty and engagement. These results provide actionable insights for small and medium enterprises (SMEs) operating on Facebook Marketplace. Recommendations include implementing structured onboarding processes, enhancing real-time buyer-seller interaction, and offering reliable post-sale support to meet the evolving expectations of digital consumers. The study shows that trust and transparency are more important to buyers than price when purchasing used cars on Facebook Marketplace. Customers are more likely to buy when sellers are responsive, profiles appear credible, and test drives are available. These factors help build trust between buyers and sellers. However, challenges were also found, including limited listing options (reported by 20 respondents), outdated listings (18 respondents), and hidden charges (9 respondents), which affect the buying experience. To improve this, the researchers proposed a four-stage customer experience model. First is Inquiry, which focuses on improving listings with quality photos and verified profiles. Second is Apply, which ensures secure payments and clear contracts. Third is Approved, which encourages follow-up and customer feedback after purchase. Lastly, Collaboration promotes partnerships for added services like financing. These strategies can help sellers improve customer satisfaction, increase trust, and encourage repeat buying on the platform.