Advisers

Cyra Dizon

Discipline

Marketing

Abstract

Korean-themed restaurants in Quezon City have become more competitive, making customer retention important. While many studies focus on attracting customers, limited research examines how marketing strategies influence retention in small and medium-sized restaurants. This study addressed the gap by analyzing localized restaurant practices and proposing retention programs to improve loyalty and promotions. The study used a quantitative descriptive-correlational design. Data were collected from 100 customers of Leann’s Tea House through survey questionnaires. Statistical tools such as frequency, percentage, weighted mean, ranking, and Pearson’s r correlation were applied to analyze respondents’ profiles, marketing strategies, and customer retention factors. Findings showed most respondents were young adults who frequently dine out. Marketing strategies were rated highly effective, especially in people, product, price, and place, while promotion was lower. Service quality and staff interaction strongly influenced retention. A significant positive relationship existed between marketing strategies and customer loyalty. The study concluded that retention depends on service quality, product consistency, and customer experience. Promotion and loyalty programs need improvement. A Customer Retention Program Toolkit was proposed, and future research may include variables like brand image and online engagement to strengthen retention strategies.

Keywords

marketing strategies, customer retention factors, customer retention program