Customer Service, Customer's Satisfaction and Customer's Loyalty of Selected Casual Dining Restaurants in Santa Rosa Laguna

Abstract :

This study examined the relationship among customer service, customer satisfaction, and customer loyalty in selected casual dining restaurants in Santa Rosa, Laguna. Using a descriptive- correlational design, data were collected from 340 customers selected through simple random sampling across five restaurants. A validated, researcher-made questionnaire measured five dimensions of customer service reliability, responsiveness, assurance, tangibles, and empathy alongside levels of satisfaction and loyalty. Results showed that overall customer service was rated “Strongly Agree” (M = 3.25), with tangibles ranking highest (M = 3.30), followed by responsiveness (M = 3.28), assurance (M = 3.26), empathy (M = 3.25), and reliability (M = 3.18). Customer satisfaction and loyalty were both rated “Very High” (M = 3.28 and M = 3.27, respectively). Pearson r correlation analysis indicated significant relationships: service dimensions correlated moderately with satisfaction (r = .416 to .584, p < .01) and loyalty (r = .258 to .415, p <.01), while satisfaction and loyalty also showed a moderate positive correlation (r = .486, p < .01). Findings confirm that improved customer service enhances satisfaction, which in turn strengthens loyalty. The study recommends action plans focused on staff training, loyalty programs, and customer engagement to sustain service quality and promote long-term business growth.