The Relationship of Pricing Strategies in Customer Satisfaction at Cabanglasan Coffee Shop
DOI:
https://doi.org/10.54536/ajebi.v4i3.6212Keywords:
Coffee Shops, Customer Atisfaction, Price Discount, Pricing Strategies, Seasonal PricingAbstract
The purpose of this study was to assess the relationship of pricing strategies in coffee shops with customer satisfaction in Cabanglasan. Specifically, it explored how the two independent variables of seasonal pricing and price discounts influence customer perceptions and purchasing behaviors guided by the Theory of Customer Satisfaction and the Behavioral Pricing Theory. A survey was administered to 292 customers of various coffee shops in the study locale, and the census method was applied to determine the relation between the dependent and independent variables and the latter’s relationship with individual pricing strategies. The study design was descriptive-correlational since the key elements, such as the mean, standard deviation, and Pearson product-moment correlation, were employed to interpret the data. It was established that seasonal pricing and price discounts positively related to customer satisfaction, although the former is slightly more effective. The determining factor is that customers are likely to react if immediate financial incentives are offered rather than value-based ones. Therefore, there is a robust relationship between the dependent and independent variables, thus emphasizing the importance of well-structured pricing models for enhancing customer satisfaction. The interpretation of these relationships will help coffee shop entrepreneurs score more customers and enhance customer retention through pricing and, consequently, increasing profitability.
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Copyright (c) 2025 Chariz Mae O. Madrid, Wrowee C. Lumbayan, Jehan T. Malon, Jepaul M. Montero, Allan V. Beliganio
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