THE IMPACT OF CUSTOMER’S PERCEPTION OF VALUE FOR MONEY AND

LOYALTY INTENTIONS AT JAGRA CAFÉ RESTAURANT

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A BUSINESS RESEARCH

PRESENTED TO THE FACULTY OF BUSINESS ADMINISTRATION

ACLC COLLEGE OF BALANGA INC., CITY OF BALANGA, BATAAN

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IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE DEGREE

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION MAJOR IN HUMAN

RESOURCE MANAGEMENT
 CHAPTER I

INTRODUCTION
STATEMENT OF THE PROBLEM

This study aimed to determine the impact of customers perceptions of value for

money and loyalty intentions at Jagra Café Restaurant in Balanga City, Bataan.

Specifically, it sought answers to the following research questions;

1. What is the profile of the respondents in terms of:

1.1. Age;

1.2. Sex;

1.3. Civil status; and

1.4. Economic Status;

2. How many customers are satisfied in terms of:

2.1. Food quality;

2.2. Facility ambiance;

2.3. Price;

2.4. Physical evidence;

3. How does the value of money affect customers loyalty?

4. Is there a significant relationship between value for money and loyalty intentions?

5. What is the strategy that can be devised based on the results of the study?

6. What action plan can be designed based on the study findings?

SIGNIFICANCE OF THE STUDY

The significance of the study is to determine the relationship of value for money

and loyalty intentions of customers in Jagra Café Restaurant.

A research like this is essential to assess and know the customers perception.

Because it will provide management with data that they can use to make inferences about

the customers. The result of this study should be useful for academics, future readers, and

also future researchers:

Owner: This study will help to discover research challenges, and with this

knowledge, intelligent actions can be taken to properly address the issue.

Customer: The research assists consumers in making educated decisions about

whether the services and goods provided at Jagra Café Restaurant adequately justify their

costs by gaining an understanding of customers opinions of value for money. This is

especially helpful when it comes to dining out, since customers frequently decide

whether the level of quality and enjoyment is reasonable given the price they pay.

Employees: It can benefit from this research’s useful insights on customers

perceptions of value for money and loyalty intentions because they will be better able

understand customer preferences, deliver better service, and ultimately improve the

dining experience. This can lead to more satisfied employees and better job performance.
 Manager: In order to build consumer loyalty and achieve long term commercial

success, companies should improve their value proposition, pricing tactics, and services.

Future Readers: This study will also be beneficial to all readers as it will provide

them with an idea regarding the importance of value for money and loyalty intentions.

Future Researchers: This research will be beneficial to future researchers, as

they might use this study as one of the foundations of their research.

Proponents: The researcher is confident that it will benefit greatly. Through

research the researcher can increase their knowledge and comprehension of a variety of

topics through research, which also enables them to gain a new perspective on diverse

phenomena, issues, and potential solutions.

SCOPE OF THE STUDY

This part of the paper defines the many idea of the research and the related topics

that would be included in it. This quantitative study will focus on the perceptions of

customers of Jagra Café Restaurant in Bataan. This evaluate the “Impact of customers

perceptions of value for money and loyalty intentions at Jagra Café Restaurant”, which

particularly studies the perceptions of loyal customers of Jagra Café Restaurant in

Bataan.

This will determine if customers understand that their return to Jagra Café

Restaurant boosts the restaurant’s sales and increases profit. Moreover, the study will find
if this loyalty intentions have been influenced by any of the following factors,

specifically, in terms of food quality, facility ambiance, price, business processes in

handling customers, and physical evidence or advertising in relation to convenience, cost,

and reputation of the business. This the researcher will use convenient sampling in order

to get the number of respondents needed to answer the survey. Respondents criteria are

being of legal age and having been customers of Jagra Café Restaurant within the last 3

months. Also, the topic can be viewed from the Jagra Café Restaurant with 105

respondents.

DELIMITATION OF THE STUDY

The study set the scale of Café Restaurant instead of Fast food Restaurants. The

delimitation of the research includes: a.) The survey was representing the Jagra Café

Restaurant in Bataan and all customers who are eating in Jagra Café Restaurant. These

are the primary limitations which are the scope and sample; b.) The research was

conducted in Jagra Café Restaurant only among students, employed, unemployed, retired

customers; and c.) There may be other variables like marketing quality, promotion

quality, price, and facility that are related but not included in this study.
 NOTES IN CHAPTER I

Keele University (2022). What is customer perceived value?

Retrieved from Keele University: https://online.keele.ac.uk/what-is-customer-
perceived-value/
Azam haghkhah, Abu Bakar Ben Abdul Hamid, Alireza Ebrahimpour, Parastoo
Roghanian1, Hamed Gheysari1 (2013). Commitment and Customer Loyalty in Business-
To-Business Context
Retrieved from by The International Institute for Science, Technology and
Education (IISTE): https://core.ac.uk/download/pdf/234624915.pdf
Brandon Stewart (2023). What is customer loyalty and why is it important?
Retrieved from Emarsys:
 https://emarsys.com/learn/blog/what-is-customer-loyalty-and-why-is-it-important/
#:~:text=Studies%20show%20that%20loyal%20customers,these%20are%20hard
%20to%20ignore.
de Bruin, Boudewijn, Lisa Herzog, Martin O’Neill, and Joakim Sandberg (2023). Philosophy of
Money and Finance. Retrieved from: The Stanford Encyclopedia of Philosophy
https://plato.stanford.edu/entries/money-finance/#:~:text=The%20commodity
%20theory%20of%20money,iii