Philippine E-Journals

Customer Retention at Daidee's Place Garden and Resto bar in Calamba City

Aira Kelly Rondilla | Jake Austria | Francis Angelo Fandialan

 

Abstract:

Retaining customers in a restaurant is one of the main goals of those who want to put-up a foodservice business. Though there is no guarantee that a satisfied customer will return for a repeat purchase, service quality can directly and indirectly affect trust, and it is a stronger factor than any other attribute to achieve customer loyalty. This study focused on how core variables such as price, ambiance, satisfaction, food quality and service affect customer retention. This study was conducted in Daidee’s Place Garden and Resto Bar, thus, the results of this study could not be generalized to the other bar and restaurant in Canlubang. The study found that the five factors had a positive effect on customer retention, with price as the biggest factor in retaining customers. Ambience, satisfaction, and service had an average percentage, while food quality had the lowest rating, particularly, in the quality of ingredients and food appearance, interpreted as “good” only. The study also found that problem occurs when a customer is not complying to the rules and regulation of the restaurant, such as customers bringing their own alcoholic drinks in the establishment and not paying the corkage. Late audit was also a problem given that food and beverage are the main reasons why customers decide to visit a restaurant. A positive attitude towards a customer, like complying to the customers’ wants and needs provide positive impact in retaining customers. The study concluded that maintaining the original price of the menu and drinks and the use of word-of-mouth help in retaining customers. Good quality of ingredients and good food appearance must be practiced at every restaurant. Upselling and accuracy of servers help every business to retain customers. Interior design, proper lighting and surroundings provide aesthetic experience for the customers, and the overall customer satisfaction helps the restaurant owners to maintain the good service that they provide. The researchers recommended that Daidee’s Place Garden and Resto Bar should enhance the food appearance, particularly, the plating and the quality of ingredients; find an alternative dealer for their ingredients; have stock of their ingredients to better serve their customers; and, provide a seasonal menu so that customers can have a wider range of dishes to choose from.