Advisers

Riva R. Manalo

Discipline

Business administration

Abstract

This study aimed to determine the effectiveness of promotional strategies on customer satisfaction at Machete’s Barbers in Novaliches, Quezon City. Specifically, it described the demographic profile of respondents, assessed promotional strategies using the AIDA model (awareness, interest, desire, action), evaluated customer satisfaction levels across key dimensions, identified problems in strategy implementation, and tested the significant relationship between these variables. The research employed a descriptive-correlational design, with a survey questionnaire as the primary instrument. Fifty (50) respondents were selected via purposive sampling, targeting regular customers. Data analysis utilized frequency and percentage for profiles, weighted mean and ranking for levels, and Pearson-R correlation coefficient for relationships, at a 0.05 significance level. Results revealed most respondents were aged 18–25 (48%), male (92%), and had monthly incomes below PHP 10,000, indicating high price sensitivity among young, budget-conscious patrons. Promotional strategies earned “Strongly Agree” ratings across AIDA components, with an overall mean of 3.39 (Desire: 3.49 highest). Customer satisfaction similarly rated “Strongly Agree” (overall mean 3.41), with Word-of-Mouth/Recommendation leading at 3.49, followed closely by Value for Money (3.39) and Service Quality (3.38). Pearson correlation analysis confirmed a strong positive relationship (r = 0.86, p = 0.0001 < 0.05), rejecting the null hypothesis. The findings concluded that effective, value-driven promotions significantly enhanced satisfaction, engagement, loyalty, and advocacy. Challenges included limited promotional variety and visibility, but overall implementation proved successful. Recommendations emphasized continuous improvement, diversification of strategies, and monitoring to maintain competitiveness and long-term customer retention in the local barbershop market.

Keywords

service quality, customer satisfaction, pearson correlation, promotional strategies, quezon city, aida model, barbershop services, consumer loyalty