Advisers

Deanielle B. Mangahas, LPT

Discipline

Hospitality Management

Abstract

In the highly competitive and rapidly evolving restaurant industry, delivering quality food alone is no longer sufficient to ensure customer retention and long-term success. Customers increasingly seek personalized dining experiences that cater to their individual preferences. This study examined the role of customized service in enhancing customer loyalty in selected restaurants, namely Subway, Bahn Mi Kitchen, and The Sandwich Guy. Specifically, the research aimed to determine how customized service measured in terms of customized requests, efficiency and correctiveness of service, and staff responsiveness affects customer loyalty indicators such as overall satisfaction, repeat intention, brand preference, and advocacy intention. A quantitative research design was employed using a structured survey questionnaire administered to sixty (60) restaurant customers. Respondents were described according to age, sex, and frequency of visits. Descriptive statistics were used to analyze customer perceptions, while One-Way ANOVA and paired t-tests were applied to determine significant differences and relationships between customized service and customer loyalty. The findings revealed that respondents generally strongly agreed that customized service was effectively implemented in the selected restaurants. Customers positively perceived the accommodation of special requests, the efficiency in handling orders and corrective actions, and the responsiveness of staff. High levels of overall satisfaction, repeat intention, brand preference, and advocacy intention were also observed. Results indicated significant differences in customized service and customer loyalty across the selected restaurants, suggesting variation in service performance. However, no significant difference was found between customized service and customer loyalty, indicating a close alignment between the two variables. The study concluded that consistent and responsive customized service significantly contributes to enhanced customer satisfaction and long-term loyalty. Restaurants that effectively implement personalization strategies, maintain operational efficiency, and ensure staff responsiveness are more likely to strengthen customer relationships, encourage repeat patronage, and promote positive word-of-mouth. The findings provide practical insights for restaurant managers and owners seeking to improve service quality and sustain competitiveness in the fast-casual dining sector.

Keywords

customer satisfaction, customer loyalty, customized service, repeat intention, brand preference