JMK, VOL. 26, NO. 2, SEPTEMBER 2024, 99–106 DOI: https://doi.org/10.9744/jmk.26.2.

99-106
ISSN 1411-1438 print / ISSN 2338-8234 online

PURCHASING BEHAVIOR AND SATISFACTION OF FAST-FOOD

RESTAURANT CUSTOMERS IN CALBAYOG CITY

Joseph Emil Ampuan David1*, Herbert Manang Fabillar2

1,2
College of Management, Northwest Samar State University, Calbayog City, 6710, Samar, Philippines
*Corresponding author; Email: [email protected]

Submitted: Nov. 6, 2023, Reviewed: Nov. 8, 2023, Accepted: May 2, 2024, Published: Sept. 1, 2024

Abstract

This paper examined the relationship between satisfaction and purchasing behavior of fast-food res-
taurant customers in Calbayog City. In addition, this study also aimed to identify the respondents' profiles and
the different factors influencing their satisfaction and purchasing behavior. The researchers used a descriptive-
correlational research design to conduct this study. The researchers used a structured questionnaire adopted
from a previous study. The questionnaires were provided to 384 participants in Calbayog City. The gathered
data were analyzed using SPSS 29. The analyzed data by the researchers showed that family members, dine-
in or online order options, and restaurant menus influence the purchasing behavior of fast-food restaurant cus-
tomers. On the other hand, the satisfaction of fast-food restaurant customers in Calbayog City was influenced
by menu options, payment methods, online application or website navigation, food placement technology,
customers’ testimonials, friends and family recommendations, and services. The study revealed no significant
relationship between satisfaction and purchasing behavior of restaurant customers in Calbayog City.

Keywords: Customer satisfaction, purchasing behavior, fast-food restaurants, customers, Calbayog City.

Introduction physical, and marketing mix. This is true, especially in

the Philippines, where these factors play a pivotal role
Various studies have identified the relationship in consumers' decisions to purchase. This is also sup-
between purchasing behavior and customer satisfac- ported by the study of Ramya and Ali (2016) which
tion in different business areas. As a result, some stu- revealed that factors such as internal or psychological
dies have shown a positive relationship between pur- factors (motivation, perception, learning, beliefs, and
chasing behavior and customer satisfaction, while attitudes), social factors (family, reference, role, and
some areas have shown no significant relationship. The status), cultural factors (culture, sub-culture, and social
emergence of many fast-food restaurants provided cus- class), economic factors (personal income, family in-
tomers with different options on where to eat and buy come, income expectations, liquid assets, and govern-
food. This also entailed differing behaviors caused by ment policies), and personal factors (age, income, oc-
satisfaction in choosing a fast-food restaurant and buy- cupation, lifestyle, and personality) influence the buy-
ing from them. ing behavior of customers. Marketers consider them in
Purchasing behavior is usually based on the pre- promoting their products. Marketers use customer data
vious experiences of a customer. Many studies have to strategize and influence the customers’ buying deci-
been conducted on customer purchasing behavior. It is sions. In addition, marketers should always update and
important to consider that customer purchases may be monitor these data to arouse the presence of their bu-
brief encounters with random businesses. According to sinesses and products through marketing communica-
the study of Ofosu-Boateng (2020), consumers' pur- tions (Kusá, Zaušková, & Čábyová, 2020).
chasing behavior was influenced by cultural, social, Furthermore, the influence of social media can
personal, and psychological factors. The purchasing also be considered a major factor in the customers’ pur-
behavior of consumers involves decision-making ba- chase decisions. According to Kumar, Konar, and Ba-
sed on past experiences while considering attitudes, si- lasubramanian (2020), social media significantly influ-
tuations, and emotions. Furthermore, the study of Hee enced why customers visited specific restaurants. Their
and Yen (2018) stated that customers' financial and study further revealed that social networking sites had
economic status also affected their power to buy and higher credibility than other marketing means. In addi-
purchase decisions. This shows that a customer's pur- tion, social media influencers affected the purchase
chasing behavior is determined by their income. decisions of the customers. This is reflected in the
According to Teoh et al. (2021), customers' pur- study by Venciute, Mackeviciene, Kuslys, and Correia
chasing behavior was influenced by cultural, social, (2023). There was an influencer-follower congruence.

99
100 JOURNAL OF MANAGEMENT AND ENTREPRENEURSHIP, VOL. 26, NO. 2, SEPTEMBER 2024: 99–106

It played an important role in the customers' purchasing satisfied with the offerings will result in bet-ter
behavior. This is true since most Filipinos, especially business revenue and more opportunities (Yussoff &
the younger generations, rely on social media for re- Nayan, 2020). Customer satisfaction can be considered
views, comments, and suggestions about a product. a major factor between service quality and repurchase
Kumar et al. (2020) revealed that social media adver- intention (Jasin & Firmansyah, 2023).
tising influenced customers’ behaviors. While literature establishes significant relation-
Mirabi, Akbariyeh, and Tahmasebifard (2015) ships between customer satisfaction and purchasing
revealed that advertising greatly impacted the purcha- behavior in different industries, the relationship in fast-
sing behavior of customers. Mirabi et al. (2015) stated food restaurants in Calbayog City is not yet known.
that advertising created the customers’ awareness, in- Because of this, the researchers decided to conduct this
fluencing them to make buying decisions while increa- study.
sing the likelihood of positive evaluation. It has shown This study aims to identify the relationship bet-
that different businesses should not neglect advertising ween purchasing behavior and satisfaction of fast-food
as part of the marketing mix. Good advertising influ- restaurant customers in Calbayog City. Furthermore, it
ences the decision-making of the market. For this rea- seeks to profile the customers based on the identified
son, a lot of firms spend huge amounts of money on samples and identifies the major factors influencing
their advertising activities (Zhao, Butt, Murad, Mirza, these behaviors.
& Al-Faryan, 2022). This study is anchored on the theory of planned
Customer satisfaction is a major factor in strate- behavior by Ajzen (1991) and the customer satisfac-
gizing a business, which influences the repurchasing tion model by Thomassen as cited by Yang, Chen, and
behavior of customers based on their product or service Shen (2017). The theory of planned behavior explains
evaluations (Tiganis, Grigoroudis, & Chrysochou, why customers buy from fast-food restaurants in
2023). Customer satisfaction has been thoroughly stu- Calbayog City. On the other hand, the customer satis-
faction model provides the process for the customers'
died and discussed in various publications and different
satisfaction decisions based on their perceived perfor-
industries. According to the study of Khatun and Dash
mance of the fast-food restaurant customers compared
(2022), customer satisfaction in restaurants was affect-
to their expectations.
ed by factors such as service quality, food quality, va-
Regarding purchasing behavior, the theory of
riety of food on the menu, food availability, healthful
planned behavior includes current and prospective cus-
quality, neatness of the area, behavior, and appearances tomers' attitudes, subjective norms, and behavioral
of employees, atmosphere within restaurant premises. control. Attitudes concerning this study are the specific
All these factors may positively or negatively influence behaviors of individuals as a result of their overall eva-
the evaluation of every customer towards their satisfac- luation of fast-food restaurants. Subjective norms per-
tion. tain to the perceived social influence affecting the deci-
According to Raji and Zainal (2016), customer sions of current and prospective customers in Calba-
satisfaction led customers to repeat purchases, with po- yog City. Lastly, this theory also tackles the perceived
sitive word of mouth, resulting in customer loyalty. behavioral control of the current and prospective cus-
Customer satisfaction reflected a good experience. tomers of fast-food restaurant customers, which consi-
Customer satisfaction plays a crucial role in the success ders their actions when buying from fast-food restaurants.
of a business as it is positively associated with repeat The customer satisfaction model concerning this
purchase intentions, food quality, restaurant service study clarifies the fast-food restaurant customers' pro-
quality, and physical environment quality (Rajput & cess according to factors such as expectation, percei-
Gahfoor, 2020). Good experiences are shared by cus- ved performance, and judgment. Customers’ expec-
tomers through word of mouth. According to Ma- tations relate to the activities of the fast-food restaurant
nyanga, Makanyeza, and Muranda (2022), customer in terms of marketing activities and actual experiences.
satisfaction and word of mouth were major factors af- The customers’ perceived performance of the fast-food
fecting customer loyalty. A good experience will influ- restaurants pertains to their actual evaluation according
ence a customer to make a repeat purchase. Satisfied to their experience, which is then compared to their
customers shared their experiences with other people expectations. Lastly, customers’ judgment is the deci-
they knew or met. sion about the fast-food restaurants as a result of com-
Customer satisfaction is critical in every business. paring the actual performance to their expectations.
It is an indicator of the performance of a business since Applying the theory of planned behavior and the
it is considered the starting point of excellence and a customer satisfaction model reveals customers' pur-
baseline for customers to rely on a business (Chikazhe, chasing behavior and satisfaction with fast-food res-
Makanyeza, & Chigunhah, 2021). Keeping the customers taurants in Calbayog City.
 David: Purchasing Behavior and Satisfaction of Fast-Food Restaurant Customers 101

Research Methods Statistical Package for Social Sciences (SPSS) version

29. The data are then presented in tables generated as
Research Design the output of the analyses using SPSS 29.
The data are not approximately normally dis-
A descriptive-correlational research design is tributed, indicated by p-values less than 0.001 using the
employed to conduct this study. Descriptive-correlati- Komogorov-Smirnov test, as shown in Table 1.
onal research design involves collecting data to des-
cribe variables and explore the relationships between Table 1
them (Creswell, 2014). This research design explains Tests of Normality
the relationship between satisfaction and purchasing Kolmogorov-Smirnova
behavior of fast-food restaurant customers. Statistics df p-value
Purchasing Behavior 0.096 384 <0.001
Population, Sample Size, and Sampling Technique Satisfaction 0.086 384 <0.001
a. Lilliefors Significance Correction
The researchers do not identify a specific popu-
lation size. The number of restaurant customers in Cal-
The median ranks the respondents' responses on
bayog City is different every day. No restaurant in Cal-
bayog City is keeping a list of their everyday custom- their satisfaction and purchasing behavior toward fast-
ers. The researcher uses Cochran’s formula to identify food restaurants since the data are on the Likert scale
the study's sample size. Cochran’s formula is used sin- and are ordinal. According to Chyung, Roberts, Swan-
ce no population list is available. The confidence inter- son, and Hankinson (2017), if the data is ordinal, the
val is 95% with a 5% margin of error and an estimated median or mode should be used, rather than the mean,
population proportion of 0.5 (conservative estimate). as the measure of central tendency. Then, the research-
With this, the researchers come up with a 384-sample ers decide to use a non-parametric test. Spearman’s rho
size. Simple random sampling is used to identify res- is applied to identify the relationship between purcha-
pondents. Simple random sampling is suitable for the sing behavior and satisfaction of fast-food restaurant
study to provide unbiased inferences about the popula- customers.
tion, especially since no population size.

Instrumentation Locale of the Study

The researchers use a structured questionnaire to The study identifies fast-food restaurants in Cal-
gather the data needed for this study. The questionnaire bayog City, Samar, Philippines. Calbayog City is a
consists of three parts. Part one includes the res- coastal city in the province of Samar. Calbayog City is
pondents' basic information such as an address, age, ranked 60th in terms of business presence and profe-
sex, average monthly income, marital status, and high- ssional organizations in the Philippines (“Cities and
est educational attainment. Part two includes Likert Municipalities Competitive Index,” 2022).
items about the respondents’ attitudes toward fast-food
restaurants. Part three includes Likert items about pur-
Profile of the Respondents
chasing behavior and customer satisfaction. Parts two
and three of the questionnaires uses a 5-point Likert
scale wherein 5 is “Strongly Agree,” 4 is “Agree,” 3 iss The researchers identify the characteristics of the
“Undecided," 2 is “Disagree,” and 1 is “Strongly Dis- respondents based on their profiles. Table 2 shows the
agree.” Parts two and three of the questionnaire are profiles of the respondents.
adopted from the study of Teoh et al. (2021). The study It can be seen that the highest percentage of the
of Teoh et al. (2021) was carried out to provide insights respondents are 36 to 40 years old (20.8% of the total
and bases for informed decisions about a business's respondents), while those above 60 years old (2.1% of
planning strategies. The Likert items used in their ques- the respondents) have the least number of respondents
tionnaire are relevant to this study because of the simi- going to fast-food restaurants. The majority of the res-
larity of the respondents' characteristics and the nature pondents are female (51%). This study also shows that
of their study.
the highest percentage of respondents (25%) have an
Results and Discussion average monthly income ranging from PHP 10,001.00
to PHP 15,000.00, while those earning PHP 1,000.00
Data Analysis to PHP 5,000.00 are the least (1%). In terms of civil
status, the majority of the respondents (56%) are single,
The information gathered from the respondents followed by married respondents (39.3%). Regarding
via the instrument is tallied, coded, and analyzed using highest educational attainment, most respondents are
102 JOURNAL OF MANAGEMENT AND ENTREPRENEURSHIP, VOL. 26, NO. 2, SEPTEMBER 2024: 99–106

college graduates (43.2%) and are followed by respon- (31%) of the respondents prefer fast-food restaurants
dents with units in master’s degrees (16.7%). because of the services they provide to the customers.
The results further show that 29.2% of the respondents
Table 2 prefer certain fast-food restaurants because of the taste
Profile of Respondents and satisfaction they get from the foods offered, while
Characteristics Frequency Percentage (%) 25.8% prefer fast-food restaurants because of the new
Age (n=384) menu. On the other hand, 13.3% of the respondents
18 to 25 years old 53 13.8 prefer fast-food restaurants because of promotions and
26 to 30 years old 60 15.6
discounts. This study further shows that 35.7% of the
31 to 35 years old 47 12.2
36 to 40 years old 80 20.8
respondents dine in fast-food restaurants more than
41 to 45 years old 53 13.8 once a week, 29.2% once a month, and 22.7% once a
46 to 50 years old 44 11.5 week, while 12.5% only once a year at fast-food
51 to 55 years old 28 7.3 restaurants.
56 to 60 years old 11 2.9
Above 60 years old 8 2.1 Table 3
Sex (n=384) Attitudes toward Fast-Food Restaurant
Male 188 49.0 Attitudes Frequency Percentage (%)
Female 196 51.0 Preferred Fast-food
Average Monthly Restaurant (n=384)
Income in PHP (n=384) Mang Inasal 82 24.4
1,000.00 to 5,000.00 4 1.0 Shakey’s 77 20.1
5,001.00 to 10,000.00 63 16.4 JC Food Spot 77 20.1
10,001.00 to 15,000.00 96 25.0 McDonald’s 62 16.1
15,001.00 to 20,000.00 59 15.4 Jollibee 59 15.4
20,001.00 to 25,000.00 48 12.5 Greenwich 14 3.6
25,001.00 to 30,000.00 33 8.6 Chowking 13 3.4
30,001.00 to 35,000.00 35 9.1 Reason of Preference
35,001.00 to 40,000.00 28 7.3 (n=384)
More than PHP 40,000.00 18 4.7 Services 119 31.0
Civil Status (n =384) Taste and Satisfaction 115 29.9
Single 215 56.0 New Menu 99 25.8
Promotion and Discount 51 13.3
Married 151 39.3
Frequency of Dining
Separated 9 2.3
(n=384)
Widowed 9 2.3
More than once a week 137 35.7
Highest Education Once a month 112 29.2
Attainment (n =384) Once a week 87 22.7
High School Level 13 3.4 Once a year 48 12.5
High School Graduate 15 3.9 Source (n=384)
College Level 33 8.6 Social media/online 113 29.4
College Graduate/ 166 43.2 promotion
Bachelor’s Degree Television 98 25.5
Units in Master’s Degree 64 16.7 Word of Mouth (Family 87 22.7
Master’s Degree 50 13.0 and friends)
Units in Doctoral Degree 24 6.3 Print Ads 69 18.0
Doctorate Degree 19 4.9 Radio 17 4.4
Frequency of Using
Attitudes toward Fast-food Restaurants Online Delivery
Services (n=384)
Table 3 shows customers’ attitudes toward fast- More than once a week 172 44.8
food restaurants. This study shows that 24.4% of the Once a week 84 21.9
Once a year 81 21.1
respondents prefer Mang Inasal over other fast-food One a month 47 12.2
restaurants in Calbayog City. Next to Mang Inasal are Services Provided
both Shakey’s and JC Food Spot, which account for (n=384)
20.1% each. The least preferred fast-food restaurant is Excellent 199 51.8
Chowking, with only 3.4% of respondents preferring it Above Average 174 45.3
over other fast-food restaurants. Thirty-one percent Below Average 11 2.9
 David: Purchasing Behavior and Satisfaction of Fast-Food Restaurant Customers 103

Social media/online promotion plays a great role fast-food restaurants. The results also implied that the
in making the respondents prefer a fast-food restaurant. customers are more influenced by word-of-mouth ra-
Table 3 shows that 29.4% of the respondents find fast- ther than the prices of the products offered by the fast-
food restaurants through social media, television, word food restaurants in Calbayog City. The culture and li-
of mouth, print ads, and radio. Regarding online festyle of the customers were not prime considerations
delivery services, 44.8% of the respondents use it more in choosing the fast-food restaurants, as implied by the
than once a week. Those who use online delivery ser- results.
vices only once a month account for 12.2%. Further-
more, the researchers find that 51.8% (majority) of the Factors Influencing Customer Satisfaction
respondents rate the services of their preferred fast-
food restaurants as excellent. Table 5 shows the medians and descriptions of
the different factors influencing the satisfaction of cus-
Factors Influencing Purchasing Behavior of tomers. Table 5 shows that the customers strongly
Customers agree that the menu options were the main reason for
them to be satisfied with fast-food restaurants in Cal-
Table 4 shows the medians and their corres- bayog City, as indicated by the median value of 5
ponding descriptions based on the different factors in- (Strongly Agree). This implies that having more op-
fluencing customers' purchasing behavior. The major tions for customers contributes greatly to the extent of
factors influencing the purchasing behavior of restau- customer satisfaction. Furthermore, the customers ag-
rant customers were family members who liked the reed that the payment methods, online application or
menu, the dine-in and online order options, and the res- navigation, technology, customer testimonials, recom-
taurant's menu offering, as indicated by the median va- mendations of friends and family members, and pro-
lue of 4 (Agree). vided services influenced their satisfaction towards
On the other hand, the respondents disagreed that fast-food restaurants in Calbayog City as indicated by
the prices influence their behavior, as indicated by the the median value of 4 (Agree). This implied that these
median value of 2. They were undecided whether the
area's culture and lifestyle affected their purchasing Table 5
behavior, as the median value 3 (Undecided). Factors Influencing Customer Satisfaction
Factors Median Description
Table 4 Fast-food restaurants offer various 5 Strongly
Factors Influencing Purchasing Behavior of Customers menu options. Agree
Factors Median Description Payment methods are convenient. 4 Agree
Culture in the area affects the 3 Undecided The online application/website is 4 Agree
perception of purchasing in fast-food easy to navigate.
restaurants. The technology used by fast-food 4 Agree
Family members like the menu of 4 Agree restaurants provides easy placement
fast-food restaurants. of orders.
Most of my peers and family dine in 4 Agree Experience with fast-food services. 3 Undecided
or order online from fast-food Fast-food restaurants' prices are 2 Disagree
restaurants. affordable.
Prices influenced you to purchase. 2 Disagree Promotion/ Advertisements set 3 Undecided
Fast food fits your lifestyle. 3 Undecided prices that are reasonable to
purchase.
The menu offered by fast-food 4 Agree
Customer testimonials serve as my 4 Agree
restaurants is appealing.
base for purchase.
Legend:
Recommendations of friends and 4 Agree
Scale Description
family
5 - Strongly Agree (SA)
Services provided by fast-food 4 Agree
4 - Agree (A)
restaurants
3 - Undecided (U)
Remark:
2 - Disagree (D)
Scale Description
1 - Strongly Disagree (SD)
5 - Strongly Agree (SA)
4 - Agree (A)
The results in Table 4 implied that the customers 3 - Undecided (U)
primarily consider the opinions of their family mem- 2 - Disagree (D)
bers and peers while considering the offerings of the 1 - Strongly Disagree (SD)
104 JOURNAL OF MANAGEMENT AND ENTREPRENEURSHIP, VOL. 26, NO. 2, SEPTEMBER 2024: 99–106

were the major factors determining the extent of cus- the study conducted by Castillo and Del Rio (2023).
tomer satisfaction towards fast-food restaurants in Cal- According to their study, customer repeat purchase is
bayog City. Fast-food restaurants should also take this influenced by customer satisfaction. This shows that in
seriously, as failure to meet the customers' expectations their study, customers' purchasing behavior towards a
regarding these factors may result in dissatisfaction. On business is significantly influenced by their experien-
the other, the respondents were unsure whether their ces. On the other hand, the findings of the study by Wu
experiences with fast-food services and prices, as in- (2022) were consistent with the results of this study.
dicated in the promotional activities, influenced their His findings showed that consumers’ satisfaction did
satisfaction, as indicated by the median value of 3 not significantly impact their purchasing behavior.
(Undecided). The respondents disagreed that the prices However, Wu (2022) found that customers' purchasing
set by the fast-food restaurants were affordable, as in- behavior was significantly correlated with loyalty in-
dicated by the median value of 2 (Disagree). This can stead of satisfaction. His study further showed that cus-
be attributed to the area's economy, where most people tomers continue to buy from fast-food restaurants be-
were from the lower-income class. cause of loyalty.

The Relationship Between Purchasing Behavior Conclusions and Implications

and Satisfaction of Customers
The age group 36 to 40, representing 20.8% of the
Table 6 shows the correlation between purcha- respondents, is higher than the rest groups. The sta-
sing behavior and satisfaction of fast-food restaurant tistics from the sex grouping confirmed that most of the
customers in Calbayog City. respondents are females. Twenty-five percent of the
respondents have an average monthly income ranging
Table 6 from PHP 10,001 to PHP 15,000, which is higher than
Relationship Between Satisfaction and Purchasing the other average monthly income groups. The majori-
Behavior of Fast-food Restaurant Customers in Calbayog ty (56%) of the respondents are single. Most of the
City respondents are college graduates.
Satisfaction The results reveal that a higher percentage (24.2%)
Purchasing n rs p-value of the respondents prefer Mang Inasal over other fast-
Behavior 384 -0.010 0.843 food restaurants in Calbayog City. The respondents
Legend:
prefer their fast-food restaurants mainly because of the
1.00 Perfect Relationship (P)
+0.91 to +0.99 Very High Relationship (VH) services, taste, and satisfaction. Many respondents dine
+0.71 to +0.90 High Relationship (H) in once a week in their preferred fast-food restaurants.
+0.41 to +0.70 Moderate Relationship (M) It can also be concluded that social media or online
+0.21 to +0.40 Low Relationship (L) promotion plays a great role in letting customers know
+0.00 to +0.20 Negligible Relationship (N) about their offerings. Many customers are using online
delivery services more than once a week. Furthermore,
Table 6 shows the correlation between satisfac- the most (51%) rate their preferred restaurant as excellent.
tion and the purchasing behavior of customers. The ta- Customer satisfaction of fast-food restaurant cus-
ble shows a negative negligible non-significant rela- tomers in Calbayog City is influenced by menu
tionship between satisfaction and purchasing behavior options, payment methods, online application or web-
of customers as indicated by the correlation coefficient site navigation, food placement technology, custom-
of -0.010 and p-value of 0.843. This finding contradicts ers’ testimonials, friends and family’s recommenda-
most of what is found in the existing literature. This tions, and restaurant services. On the other hand, the
may be because of the different factors affecting cus- purchasing behavior of fast-food customers in Calba-
tomers' satisfaction and purchasing behavior. Also, the yog City is influenced by family members who like the
different economic status may be a prime contributing menu, dine-in or online order options, and restaurant
factor to the differences in results. One study that is in menus.
contrast to this finding is the study of Reza et al. (2019), Furthermore, this study shows a negative, ne-
showing that satisfaction significantly impacts the pur- gligible, non-significant relationship between the satis-
chasing behavior of customers. According to their stu- faction and purchasing behavior of fast-food restaurant
dy, the reliability and responsiveness of the business customers in Calbayog City. The findings of this study
and its employees impact consumer satisfaction, which on the relationship between purchasing behavior and
later influences the buying frequency of consumers. customer satisfaction are inconsistent with existing li-
The findings of this study were also contradictory to terature. This may be a unique case in the area. With
 David: Purchasing Behavior and Satisfaction of Fast-Food Restaurant Customers 105

this, the researchers conclude that though satisfaction quality and marketing mix on customer satis-
is an important factor, it does not always influence faction and repurchase intention of SMEs
customers' purchasing behavior. Further studies should products. Uncertain Supply Chain Management,
be conducted in the area. 11(1), 383–390. https://doi.org/10.5267/j.uscm.
2022.9.004
Limitations and Future Direction Khatun, M. S., & Dash, P. (2022). Factors affecting
customer satisfaction towards restaurant services–
Although this study shows different important A study on northern part of Bangladesh. Journal
findings, it is limited only to Calbayog City and its lo- of Entrepreneurship and Business Innovation,
cal customers. This study focuses only on the fast-food 9(2), 43–55. https://doi.org/10.5296/jebi.v9i2.20
restaurants and the respondents' perceptions. It may not 625
be true for other areas and types of businesses. Further Kumar, J., Konar, R., & Balasubramanian, K. (2020).
empirical and conclusive studies could be carried out The impact of social media on consumers’
in studying customers' satisfaction and purchasing be- purchasing behaviour in Malaysian restaurants.
havior. Comparative studies with other cities in the Journal of Tourism, Sustainability, and Well-
Philippines may also be done. To broaden the scope of Being, 8(3), 197–216.
this study and impart a deeper understanding of the re- Kusá, A., Zaušková, A., & Čábyová, Ľ. (2020). Effect
lationship between purchasing behavior and customer of marketing communication on consumer pre-
satisfaction, other dining establishments may also be ferences and purchasing decisions. Journal of
included. Interdisciplinary Research, 10 (1), 150–155.
Manyanga, W., Makanyeza, C., & Muranda, Z. (2022).
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