Value-Based Marketing and Customer Satisfaction of Food Stalls as Perceived by Entrepreneurship Students
DOI:
https://doi.org/10.69569/jip.2026.236Keywords:
Value-based marketing, Customer satisfaction, Food stalls, PhilippinesAbstract
This research investigated the relationship between value-based marketing and customer satisfaction among food stalls, focusing on entrepreneurship students' perceptions of the effectiveness of value-based marketing practices and their impact on customer satisfaction. A quantitative correlational research design was employed, utilizing survey questionnaires distributed to the students who frequently patronized food stalls in the area. Statistical tools such as the mean and Pearson product-moment correlation were used to analyze the gathered data. The results revealed that the extent of value-based marketing among food stalls in terms of functional value, emotional value, economic value, and social value was high. Similarly, the level of customer satisfaction in terms of overall satisfaction, customer loyalty, attribute loyalty, and intention to repurchase was also high. Furthermore, the findings indicated a significant relationship between the extent of value-based marketing and the level of customer satisfaction among food stalls. The study concluded that effective implementation of value-based marketing strategies contributed positively to customer satisfaction. The findings underscored the importance of strengthening value-based marketing practices among food stall operators to enhance customer experiences, foster customer loyalty, and improve long-term business performance. It was recommended that food stall operators continue to innovate their marketing strategies by emphasizing customer-centered value creation to sustain satisfaction and competitiveness in the local market.
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