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Title
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SERVICE QUALITY AND ITS INFLUENCE ON CUSTOMER RETENTION AND BRAND LOYALTY IN THE FOOD DELIVERY SECTOR IN OZAMIZ CITY
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Author(s)
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Astillero, Llyrica May, Rubio, Christhoper, Tahud, Johann, Toledo, Ayessa Lalaine,
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Affiliation
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Misamis University
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Degree Program
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Bachelor of Science In Business Administration
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Contributor
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Ilusorio, Gilda L. - Adviser
Balaba, Ana Bonita A. - Panel
Laput, Joseph Glenn J. - Panel
Carpio, Renzitelo Alf P. - Instructor
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Year
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2024
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Abstract
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The food delivery sector in Ozamiz City has experienced rapid growth, with service quality playing a pivotal role in customer retention and fostering brand loyalty. This research explored the relationship between service quality, customer retention, and brand loyalty using questionnaires designed to capture respondents’ perceptions of these aspects. A descriptive-correlational approach was employed, with 150 respondents participating in the study. The study utilized statistical tools such as Mean, Standard Deviation, Regression Analysis, and Pearson Correlation to assess these relationships. The findings revealed that service quality in the food delivery sector received consistently high ratings, with key dimensions such as assurance, tangibility, reliability, responsiveness, and empathy contributing to customer satisfaction. Customers expressed confidence in the service, appreciating the professionalism of couriers and the prompt handling of concerns. High customer retention scores reflected a loyal and stable customer base, while strong emotional connections to brands indicated that customer loyalty is built on positive experiences and perceptions. Strong positive correlations were detected between service quality, customer retention, and brand loyalty. These results highlighted the importance of continuously improving service quality to maintain and grow customer loyalty. The researchers recommended that businesses not only focus on enhancing service standards but also implement personalized promotions, offer competitive pricing, and address evolving customer needs to sustain retention and loyalty. By combining service excellence with strategic initiatives, businesses in the food delivery sector can strengthen their position in an increasingly competitive market in Ozamiz City.
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Keywords
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Brand Loyalty, Customer Retention, Food Delivery, Service Quality
