Advisers

Blezsl Nilo

Discipline

Hospitality Management

Abstract

Customer relationship practices—including service quality, staff friendliness, personalized attention, communication, and engagement—may shape customer loyalty and brand image in competitive foodservice settings. This study evaluated these practices at Mangantila Café and Restaurant in relation to customer loyalty, measured through repeat-visit intention, willingness to recommend, and preference over competitors, and brand image, measured through reputation, trustworthiness, and overall appeal. The findings were intended to inform a practical staff training guide. The study used a quantitative descriptive-correlational design. A total of 50 diners were selected through simple random sampling. Data were collected using a structured 4-point Likert questionnaire that measured customer relationship practices, loyalty, and brand-image indicators. Respondents rated personalized attention, communication and engagement, service quality, and friendliness and responsiveness favorably. Repeat patronage, referrals, and preference over competitors also received high ratings, and the brand was viewed as reputable, trustworthy, and generally appealing. Personalized attention was significantly correlated with all loyalty indicators, while friendliness and responsiveness were correlated with recommendation and preference. Service quality was associated only with preference, and communication and engagement showed no discernible relationship with loyalty. Customer relationship practices were not correlated with reputation or trustworthiness, although friendliness and responsiveness, personalized attention, and communication and engagement were strongly associated with overall brand appeal. Common concerns included poor online follow-up, inconsistent peak-hour service, order misunderstandings, limited recognition of repeat customers, and slow responses during busy periods. At Mangantila Café and Restaurant, personalized attention and frontline responsiveness were the customer relationship practices most consistently associated with loyalty, while effective communication and engagement were associated with overall brand appeal. Reputation and trustworthiness appeared to depend on broader operational consistency. The study recommended staff training in guest recognition, responsiveness standards, clear communication, and peak-hour procedures.

Keywords

customer loyalty, customer relations, brand image, reputation, trustworthiness