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Chapter I
Rationale
People today are too busy that most of the time cannot find
look for a place where they can find the best quality of food and services
needs and wants. In line with these thoughts, food operators started to
create plans and executing the idea to provide the best product and
Every business needs not only to retain its current customers but also
successful and the satisfied customers are the base of the business for
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University of Luzon
COLLEGE OF BUSINESS ADMINISTRATION
Dagupan City
From era and era, it has been considered that customer satisfaction is
the core element for every type of business. By this element companies
customers are always loyal to the product and company. The company
always set the targets of growing the business in the competitive market
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University of Luzon
COLLEGE OF BUSINESS ADMINISTRATION
Dagupan City
years.
in restaurants, and not just for special occasions. This is the result of
in the world).
as they once did because they are spoilt for choice. Due to increased
and stiff competition, surviving has become difficult and the only way
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University of Luzon
COLLEGE OF BUSINESS ADMINISTRATION
Dagupan City
Theoretical Framework
There are two variables discussed in this study, i.e. independent and
product.
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University of Luzon
COLLEGE OF BUSINESS ADMINISTRATION
Dagupan City
because everyone is looking for the best suitable deal for them.
services. Consumer can not differentiate between the quality and its
Gronroos (1984).
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University of Luzon
COLLEGE OF BUSINESS ADMINISTRATION
Dagupan City
succeeded in their earlier period the more value for its brand can be
generated.
satisfaction.
are set according to the value of the product. Price from marketing mix
Han (2009) state that one of the most flexible element that changed
through price.
quality can be a better taste, if customer like the taste of food he/she
between them. Researchers found that Good taste of food has positive
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University of Luzon
COLLEGE OF BUSINESS ADMINISTRATION
Dagupan City
Conceptual Framework
the way that leads to long term customer retention because un satisfied
customers have very high switching rate (Lin & Wu, 2011).
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University of Luzon
COLLEGE OF BUSINESS ADMINISTRATION
Dagupan City
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University of Luzon
COLLEGE OF BUSINESS ADMINISTRATION
Dagupan City
1. Perception of the
customers in
retaining the
customer loyalty of
the current
Appraisal of the of the
subscribers in terms
perception of
of the following
Proposed Effective
customer loyalty
factors;
and Efficient
subscribers in Sta.
a. Convenience;
Alternative Courses
b. Expectations; Barbara, Pangasinan
of Action to retain
c. Customer Service;
customer loyalty of
d. Rewards;
current PLDT
e. Personal
subscribers in
Relationship;
Sta.Barbara,
f. Reputation and;
Pangasinan.
g. Community
Outreach?
2. Problems
encountered by the
subscribers in terms
of the factors of
customer loyalty in
Sta.Barbara,
Pangasinan?
Feedback
Figure 1
Paradigm of the Study
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University of Luzon
COLLEGE OF BUSINESS ADMINISTRATION
Dagupan City
following factors;
a. Promotion;
b. Service Quality;
c. Customer Expectation;
d. Brand;
e. Physical environment;
f. Price; and
g. Taste?
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University of Luzon
COLLEGE OF BUSINESS ADMINISTRATION
Dagupan City
The study will not take into consideration the organization and
competitors are arising. This study is bound to anticipate that the study
will benefit the overall business operation of Jam Sweet Jam at # 127
Guilig St, Downtown District, Dagupan City. This study will benefit the
following:
This study will help the owner sustain continuous progress and
satisfaction.
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University of Luzon
COLLEGE OF BUSINESS ADMINISTRATION
Dagupan City
To Customers
the restaurant will undergo0. They will also be given a more satisfying
well as to those who would like to venture unto a new business for them
the study.
To Business Students
This study will enhance and improve their knowledge and skills
To Future Researchers
information that will help them cover critical researches or studies with
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University of Luzon
COLLEGE OF BUSINESS ADMINISTRATION
Dagupan City
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