AUTHORS: Arneld O. Durango, Aireen G. Bayanban, Rosarie D. Quimado, Angeline M. Sarmiento, Princess Niqoule G. Teves
College of Business Management Education, PECIT, Agusan del Norte 8600 Philippines
https://orcid.org/0009-0001-6462-2322
Corresponding Author: Rodelio B. Pasion,PhD
rbpasionedutech@gmail.com
https://orcid.org/0000-0003-1217-5441
Keywords: Tea Shops, Determinants, Customer Satisfaction, Food Quality,
Accessibility, Social Media Marketing Strategies, Service Quality, Ambiance,
Reliability, Price, Descriptive-correlation, Philippines
ABSTRACT:
This study aimed to determine the relationship between the determinants and
customer satisfaction of the selected tea shops. The study used a descriptive correlation research design and was conducted in three selected tea shops: JB Bubbly
Tea House, SweeTea House of MilkTea, and Burp’s Koi SnackHouse. The study’s
respondents were the (90) customers who were the selected Tea Shops’ guests. The
researchers used a questionnaire to determine the determinants and customer
satisfaction level. Mean and Pearson-r were used to treat the problem. The study’s
findings showed that the relationships between various determinants and customer
satisfaction reveal food quality, reliability, and price. These factors exhibit a significant
relationship with customer satisfaction, highlighting their importance in driving positive
customer experiences. Accessibility shows a substantial relationship with customer
satisfaction in terms of food quality. This implies that ease of access influences
customers’ perception of the food experience. Social media marketing strategies
showcase a significant relationship with all other measured determinants (food quality,
service quality, reliability, and price) except for ambiance. This implies that effective
social media strategies can boost customer satisfaction across various aspects of the
tea shop experience.
