Advisers

Dana Rae B. Boatis, LPT

Discipline

Hospitality Management

Abstract

A distinctive market position is important to restaurant branding in Metro Manila. This study examined live-band performances as a branding strategy at Elyong’s Grill and Restaurant in North Fairview, Quezon City. It considered customer perceptions of musical atmosphere and the restaurant’s brand image. The study used a descriptive research design and surveyed 50 customers of Elyong’s Grill and Restaurant through a questionnaire. The study was guided by an Input–Process–Output model. Demographic data and customer perceptions were analyzed using weighted mean and ranking. Most respondents were aged 21–25, female, from lower- to middle-socioeconomic groups, and weekly visitors. Respondents showed a high level of agreement that live bands were important to the restaurant’s identity. Poor sound quality or excessive volume was the leading operational concern, followed by lighting and patron-related noise disturbances. Respondents perceived live entertainment as relevant to brand reputation and customer loyalty and reported a positive association between music quality and brand image. Improving sound management and other environmental conditions may help align restaurant operations with the intended experiential brand.

Keywords

ambiance, brand image, customer perception, live music, restaurant branding, sound quality