Date of Publication

8-2013

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Benison Y. Cu

Abstract/Summary

This study examines the impact of customer satisfaction and having a Filipino family dining style image on customers repeat visit and intention to recommend Antonios Grill Restaurant (a Casual Dining restaurant). Because the casual dining restaurant segment is differentiated by its name and presentation, it seeks to create and reach the expectations of middle income customers. The study design employs two sets of variables: Independent variables which are customer satisfaction and restaurant image (Filipino Family Dining Style Image) and dependent variables, likelihood of return and intention to recommend. Primary data was gathered by distributing 105 detailed survey questionnaires to customers who had lunch and dinner during weekends at Antonios Grill Restaurant, Tagaytay. Descriptive statistics were utilized to display the distribution of the dining and demographic characteristics of the respondents. Correlation analysis was used to assess the connection of the individual dependent variables to the independent variables. The findings show that the Filipino Family Dining Style Image of Antonios Grill is correlated to the customers intention to return and recommend the restaurant. There is also a significant impact on customer satisfaction to customer return at Antonios Grill Restaurant. However, there is no significant relationship between customer satisfaction and customer intention to recommend the restaurant. The result derived from this present study implies that customer return is not directly associated to customer recommending the restaurant. This study aims to provide recommendations to restaurant managers on how the restaurant can strengthen its customer loyalty programs.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG005467

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

123 leaves, 4 3/4 in.

Keywords

Consumer satisfaction; Restaurants—Public relations—Philippines

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