Kinabuch Customer Relationship Management in Puerto Princesa City as Correlated to Customers' Preference and Satisfaction

Abstract

This research is descriptive-correlation. It describes the business profile of the business establishment, the customer relationship management, and the customers' profile. It correlates the customer relationship management of Kinabuch as viewed by the owner and employees to the customer preference and satisfaction with the services offered. The respondents of the study were the business owner, 15 employees, and 50 customers. For statistical treatment, it employed frequency, percentage, rank, t-test, weighted mean, and correlation coefficient. Data gathering was done using a researcher-made questionnaire. This study found out that Kinabuch after operating for almost 15 years was profitable and well-known to both local and foreign tourists visiting Puerto Princesa City and employed Palawan folks. Most of the customers were considered as walk-in, local, and working middle class who can afford to drink and dine with friends and families. The customer relation management viewed by the owner and employees of Kinabuch has received a descriptive rating of much true or 3.83 equivalent to its numerical rating. The customer preference for the services offered by Kinabuch has received a descriptive rating of much preferred or 4.12 equivalent. The customer satisfaction with the services offered by Kinabuch has received a descriptive rating of much satisfied or 4.36 equivalent to its numerical rating. The null hypothesis is rejected thus, suggests that the correlation between customer relationship management and customer preference and satisfaction is significant. This study recommends that the management should look into the findings and consider the recommendations made by the researcher.