Factors Affecting Customer Satisfaction on Catering Services in General Santos City, Philippines

This research aimed to comprehensively analyze factors influencing customer satisfaction in General Santos City's catering services industry. The study delved into critical aspects such as food quality, service timeliness, staff professionalism, menu variety, pricing perception, venue ambiance, menu customization options, dietary preferences, and event planning and coordination. The research identified a crucial gap necessitating a more focused examination of factors affecting customer satisfaction within the local catering service industry. While existing research provides a broader understanding, a local perspective is indispensable for tailoring services to local preferences and potentially contributing innovative strategies to enhance customer satisfaction. The research design employed was a cross-sectional exploratory with a quantitative focus. A structured, validated questionnaire using Likert scales was crafted to assess key factors like food quality, service timeliness, and pricing perception. Employing a multi-stage sampling technique, data were collected from 68 customers who had availed catering services in General Santos City. The results offer valuable insights into the significant factors influencing customer satisfaction within the unique socio-economic and cultural setting of General Santos City. The study's conclusions underscore that catering businesses must prioritize providing high-quality food, timely service, and professional staff to enhance customer satisfaction. These findings provide actionable insights for strategic improvements, focusing on pivotal aspects such as food quality and event planning to elevate customer satisfaction.