SUKI: The Advent of Customer&rsquo;s Loyalty

Angel  Baguilat,; Roselyn  Gamboa,; Minda  Pugong,; Angel May  Rodrigo,

SUKI: The Advent of Customer’s Loyalty

Angel Baguilat | Roselyn Gamboa | Minda Pugong | Angel May Rodrigo

Discipline: social sciences (non-specific)

Abstract:

This study was conducted to understand the concept of attracting customers and keeping their patronage in the context of small business owners within Diffun Public Market. This qualitative study used phenomenology as a strategy in the process. Through open-ended and in-depth interviews of 10 selected participants via purposive sampling, themes were formulated. The first category explored the experiences of the participants and were subdivided into three themes: (1) Start Up! (2) Shake Out! and (3) Grow! which were aligned to the life cycle of business by Smith (2020) that delves into the journey of businesses, focusing on the challenges faced and rewards reaped. The second category described the factors affecting the loyalty of a customer and was subcategorized along product quality, service quality and price strategy. Themes created highlight the importance of cleanliness, freshness, durability and consumers' peace of mind, having confidence in the product acquired. More so, the sellers’ personality accounts in customer retention starting with how they present themselves and communicate with customers. Strategic pricing like giving cheaper prices and allowing credit has been used to attract and maintain customers. The study concludes that customers’ perception and satisfaction play an integral role in keeping them as regular customers or suki. With this, vendors should focus on improving product and service quality, adapting pricing strategies to meet customer expectations, and fostering stronger connections with their patrons.

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