Advisers

Dana Rae B. Boatis, LPT

Discipline

Hospitality Management

Abstract

This study assessed the marketing aspects of Subway - Robinsons Cybergate Tower 3 as a basis for customer satisfaction. It examines how the elements of the marketing mix product, place, promotion, price, people, process, and physical evidence influence customer satisfaction and loyalty. The research was motivated by challenges such as cultural adaptability in the Philippine market, increasing competition, and the need to maintain credibility among consumers with diverse preferences. The study seeks to propose an action plan to strengthen marketing strategies and enhance the overall dining experience. A quantitative correlational research design was employed to determine the relationship between marketing strategies and customer satisfaction. Data were collected from selected regular customers of the Pioneer branch using a validated survey questionnaire based on the marketing mix theory. Statistical tools, including weighted mean and correlation analysis, were used to analyze the data and test the null hypothesis. Findings indicate that the branch’s primary clientele consists largely of young adult customers who visit regularly and spend a moderate amount per visit. Among the marketing mix elements, product and physical evidence received the highest evaluations, particularly in terms of hygienic food preparation and cleanliness of the store’s interior. Although all components were positively assessed, promotion and price received comparatively lower ratings. Statistical analysis revealed a significant positive relationship between Subway’s marketing strategies and customer satisfaction. However, many respondents identified high pricing and limited promotional offers as key concerns affecting their overall satisfaction. The study reveals that the Subway Restaurant has successfully positioned itself as a premier choice for health conscious young professionals, particularly females aged 26-30. While all marketing aspects (Product, place, promotion, price) receive "strongly agree" ratings, hygienic preparation (3.72) and operating hours (3.68) emerge as the brand's primary strengths. However, the findings identify a significant gap in the 36 above aged demographic, suggesting a need for targeted outreach to older consumers.

Keywords

customer satisfaction, marketing mix, subway