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AAHRMEI 18th Annual National and 1st International Convention and Enhancement Seminar Workshop Research Abstracts

18th Annual Convention Post
This study was conducted because of the researcher’s desire to determine the relationship between customer satisfaction and future loyalty. It focused on assessing the impact of the dimensions such as cost, ambiance, responsiveness, and food quality on the overall customer satisfaction that would predict future customer loyalty.

This study was conducted because of the researcher’s desire to determine the relationship between customer satisfaction and future loyalty. It focused on assessing the impact of the dimensions such as cost, ambiance, responsiveness, and food quality on the overall customer satisfaction that would predict future customer loyalty. Its main purpose was to determine the factors that influence customer satisfaction with the foods and services of the different casual dining restaurants in Cagayan de Oro City. The restaurants had been carefully chosen as the main focus of the study. In conducting the study, the researcher used a quantitative descriptive research design. Multiple regression was used to find out if customer satisfaction predicts their future loyalty. The results of this study revealed that customers’ satisfaction predicts their future loyalty. It suggested that such dimensions as responsiveness, food quality, cost, and ambiance not only enhanced customer satisfaction but led to customer’s future loyalty.

Micro-scale enterprises in Ilocos province are starting to multiply as a major contributor to tourism development. Despite this, many enterprises still lack knowledge in promoting their products. This research aimed to assess the promotional strategies of different tourism-based micro-scale enterprises in Ilocos province. The study used a descriptive research design to assess the effectiveness of the promotional strategies practiced by managers of selected enterprises. The survey questionnaire was used as
the primary research instrument. The respondents of the study were selected tourist-customers, manager-resellers, and manager-manufacturers within Ilocos province. The study focused on the four key promotional strategies, namely; advertising, sales promotion, direct marketing, and public relations. Findings of the first part of the study showed that more than half of the tourist-customer respondents were highly aware of the products of Ilocos province, with chicha corn and Basi as the most frequently bought product and were procured mostly at the tourist sites themselves. The second part of the study tackled the effectiveness of the promotional strategies as perceived by the respondents. Out of the four
promotional strategies, sales promotion was the most effective promotional strategy having a verbal interpretation of Very Great Extent. The third part of the study tackled the significant difference of the promotional strategies when compared between the manager-respondents, and between the managers and tourist-customers. The study showed that perceptions of the two manager-respondents when compared, there was a significant difference in public relations. When the managers and tourist customers were compared, the findings showed that there was a very significant difference in advertising. In view of the findings, the researcher highly recommends that a further study be done on the correlation of the promotional strategies used by MSMEs and the saleability of the products being promoted.

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