Advisers

Roland Rambo B. Jayoma, MBA, CHP

Discipline

Marketing

Abstract

This study evaluated the effectiveness of the Shakey’s SuperCard in enhancing customer retention and loyalty in the casual dining industry. Guided by the Technology Acceptance Model (TAM), it examines perceived usefulness and ease of use as factors influencing customer engagement. The research focuses on five dimensions: value for money, benefits and rewards, ease of use and redemption, visit frequency, and spending behavior to understand how the program shapes customer perceptions and dining decisions. A quantitative correlational design was employed to analyze relationships between customer demographics and SuperCard engagement. Data were collected from 75 SuperCard holders at the Shakey’s Don Antonio branch in Quezon City using convenience sampling. Most respondents were aged 25–42 with nearly equal gender distribution. About 40% maintained memberships for seven months to one year, while engagement declined among longer-term members. Frequency distribution, weighted mean, and Spearman’s correlation were used for analysis. Findings indicate that the SuperCard is generally effective, with value for money obtaining a mean score of 3.35 and ease of use and redemption achieving the highest mean of 3.37, reflecting strong customer satisfaction. The program encourages social dining and increased spending behavior; however, its influence on visit frequency was moderate, as 53% of respondents dined only two to three times per month. Despite its strengths, challenges such as limited promotional awareness and occasional technical issues may affect effectiveness. Recommended improvements include anniversary rewards, stronger digital communication through SMS or app notifications, improved in-store promotions, and enhanced system reliability to strengthen customer loyalty, encourage repeat patronage, and support long-term business growth.

Keywords

customer retention, technology acceptance model, customer engagement, customer loyalty, loyalty programs