Authors: Almario, Cely C., Ano-os, Omar B., Escalona, Nicole Ann Grace M., and Perono, Irvin R.

Issue: 2020-2021

Abstract:

The study used a quantitative approach to get the customer satisfaction of selected carinderia businesses in Intramuros, Manila. The Pearson Correlation Coefficient was used to establish a significant relationship between the demographic profile (Employment Status, Residency, and Gender) of carinderia’s customers and the 4ps of Marketing mix (Price, Place, Product, and Promotion), while the 6-point Likert scale method was used to measure the level of satisfaction based from the customer’s experience in selected carinderia businesses. Based from the results, it shows that the marketing mix with a significant relationship between the demographics are occupation and promotion and significant relationship as well for residency between place and promotion. Of all the marketing mix, the promotion got the least weighted score to be followed by place, and that leads to the suggested marketing and operation strategies for businesses to continuously satisfy their customers.

Keywords: customer satisfaction, 4ps marketing mix, operation strategy, marketing strategy