Customer Satisfaction of Chinese Students on Selected Convenience Stores in Baguio City

Abstract

Baguio City, a small mountainous city in the Philippines, is north of Manila and west of Luzon Island. It's a significant hub for Chinese Filipinos and Chinese businesspeople. Chinese students in Baguio City often shop at both Chinese convenience stores and other brands. This study aims to understand how satisfied these Chinese students are with their shopping experiences and how it affects their future purchase intentions.

The study used a descriptive-correlational approach, employing statistical methods like descriptive analysis, correlation, and regression analysis to explore the connection between customer satisfaction and purchase intentions. Customer satisfaction was measured across several dimensions, including the store's environment, product quality, order process, staff attitude, pricing, and product categories. Data was collected through a questionnaire distributed to customers at five different supermarket outlets.

The study's findings indicate that Chinese student customers at convenience stores in Baguio City are generally content with the products and services they receive. Additionally, factors like the store's environment, product quality, order process, staff attitude, pricing, and product categories significantly influence customer satisfaction.