Socio-Demographic Characteristics Influenced by Customer Satisfaction of Millennial Diners in Silang Cavite

Justin B. Dimapilis, Lemuel Ryan Marqueses Garcia, Mary Rose L. Reyes

Abstract


This research aimed to determine whether socio-demographic characteristics influenced by customer satisfaction among millennial diners in Silang, Cavite. Specifically, it examined factors such as age, gender, civil status, occupation, income level, and highest educational attainment, along with social factors like nationality, social class, dining frequency, dining companions, dining occasions, and restaurant preferences. The study explored how these variables affected customers' perceptions of food quality, service quality, price, location, ambiance, and online reviews. This study employed a quantitative research design, purposive sampling from 300 respondents across 15 participating restaurants. ANOVA and independent t-tests were applied to determine significant differences in satisfaction levels based on socio-demographic variables. The results of the study indicated that customers had the highest level of satisfaction with the ambiance of the selected restaurants, as reflected in a weighted mean equivalent to the verbal interpretation of “Strongly Agree.” Furthermore, notable differences were observed in relation to civil status, income level, social class, dining frequency, dining companions, dining occasions, and restaurant preferences. Overall, this study provided empirical data that could serve as a foundation for future studies on customer behavior, service quality, and restaurant management.

Keywords


Customer Satisfaction; Millennials; Diner; Socio-Demographic; Restaurant

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References


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DOI: https://doi.org/10.17509/gastur.v12i1.80969

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