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Determinants of Customer Loyalty in Casual
Dining Restaurants
Suregin S. Cantila1, Dr. Grayfield T. Bajao2
Master of Science in Hotel and Restaurant Management Faculty of the Graduate School of University of
Cebu City
DOI: https://doi.org/10.51583/IJLTEMAS.2026.15020000137
Received: 08 March 2026; Accepted: 13 March 2026; Published: 26 March 2026
ABSTRACT
In today’s highly competitive food service industry, casual dining restaurants face the constant challenge of not
only attracting customers but also retaining them. Customer loyalty has become a crucial success factor,
especially as consumer expectations evolve and choices expand. Unlike fast food or fine dining establishments,
casual dining restaurants must strike a balance between quality, affordability, and service consistency.
Understanding what drives customer loyalty in this segment is essential for restaurant operators aiming to sustain
long-term business growth. This study seeks to explore the primary determinants influencing customer loyalty
in casual dining settings by examining factors such as service quality, food quality, ambiance, price fairness, and
perceived value.
This study explores the key determinants of customer loyalty in casual dining restaurants, focusing on factors
such as service quality, food quality, ambiance, price fairness, customer satisfaction, and perceived value. Using
a quantitative approach, survey data were collected from patrons of selected casual dining establishments and
analyzed to determine the relationship between these factors and customer loyalty. Results show that service and
food quality are strong predictors of loyalty, with customer satisfaction and perceived value acting as mediators.
The findings offer practical insights for restaurant managers to enhance service delivery and foster customer
retention.
Keywords: Customer loyalty, casual dining, service quality, food quality, customer satisfaction, perceived value
INTRODUCTION
Rationale
In a rapidly evolving and highly competitive food service industry, fostering customer loyalty has become an
essential goal for casual dining restaurants. While customers are offered countless options, retaining them relies
on more than just quality meals; it requires consistent, high-quality service, pleasant ambiance, value for money,
and a sense of connection to the brand. Understanding the determinants of customer loyalty allows restaurant
managers and hospitality professionals to design strategies that ensure repeat visits and long-term relationships.
This study is timely and relevant as it sheds light on the various service and experiential factors that influence
loyalty, providing insights that are not only academically valuable but also highly applicable in real-world
restaurant operations.
Casual dining restaurants occupy a vital segment in the hospitality industry, positioned between fast food and
fine dining. These establishments are characterized by moderate pricing, relaxed ambiance, and full-service
offerings. However, with increasing customer expectations and growing competition, the challenge lies in
ensuring repeat patronage. Customer loyalty is a crucial component of long-term success and sustainability in
this sector. This study seeks to assess the factors influencing customers' patronage in casual dining restaurants
in Dumaguete City, Philippines. These factors collectively influence customer behavior to help hospitality
professionals improve customer experiences and foster long-term business success in the casual dining sector."
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The researcher, a hospitality management educator with academic training and professional experience in the
field, brings valuable insight into the study. As a teacher of hospitality and tourism management, the researcher
has an in-depth understanding of customer service dynamics, restaurant operations, and consumer behavior. This
background enhances the researcher's ability to critically analyze the factors influencing customer loyalty.
Moreover, having actively engaged with hospitality students and industry practitioners, the researcher is well-
equipped to bridge theoretical concepts with practical applications, ensuring that the findings of this study are
both academically grounded and industry-relevant. The researcher's academic role further supports a
commitment to evidence-based inquiry and the development of best practices in hospitality management.
THEORETICAL BACKGROUND
This study is primarily grounded in the Trust-Based Relationship Theory by R.M. Morgan & S.D. Hunt (1994),
and supported by the Relationship Marketing Theory by Leonard L. Berry (1983) and the Social Exchange
Theory by George C. Homans (1958).
The Trust-Based Relationship Theory by Morgan & Hunt (1994) posits that trust and commitment are the two
most critical foundations for fostering successful and enduring relationships between businesses and their
customers. According to the theory, when both trust and commitment are present, parties are more likely to
cooperate, share valuable information, and maintain long-term relationships. Trust is defined as the confidence
a party has in the reliability and integrity of the other party, while commitment refers to a belief in the
relationship's importance and a willingness to make sustained efforts to maintain it.
In service industries, such as hospitality, travel, and casual dining, this theory is especially relevant. Customers
often judge service not just by tangible outcomes but by their emotional connection, perceived sincerity, and
overall experience. A trust-based relationship ensures that customers feel secure in their interactions and
confident that their needs will be understood and met. When trust is established, it reduces uncertainty and risk,
leading to greater customer satisfaction and loyalty.
This theory supports the idea that businesses must go beyond transactional encounters to build relational capital
with their clientele. By prioritizing trust and commitment, service providers like travel agencies or casual dining
restaurants can develop stronger customer bonds, which in turn lead to repeat patronage, positive word-of-mouth,
and competitive advantage. Thus, the theory provides a solid framework for analyzing customer loyalty as
influenced by relational dynamics rather than one-time service performance alone.
The Relationship Marketing Theory by Berry (1983) emphasized the importance of building long-term
relationships with customers rather than focusing solely on individual transactions. This theory proposes that
businesses should foster ongoing engagement with customers by delivering consistent value, trust, and
satisfaction, which leads to loyalty and repeat business.
The core idea is that successful marketing goes beyond attracting new customers; it involves nurturing and
maintaining existing relationships through personalized communication, understanding customer needs, and
providing reliable service. Relationship marketing focuses on creating emotional connections, increasing
customer retention, and encouraging positive word-of-mouth.
In service industries such as hospitality and travel, this approach is critical because the intangible nature of
services makes trust and personal connection vital. By cultivating strong customer relationships, companies can
reduce marketing costs, increase customer lifetime value, and build a sustainable competitive advantage.
The Social Exchange Theory by Homans (1958) explains social behavior as a process of negotiated exchanges
between individuals or groups. The theory suggests that people engage in interactions based on the expected
benefits and costs, seeking to maximize rewards while minimizing costs. Relationships are maintained when the
perceived benefits outweigh the drawbacks.
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This theory helps explain how customers decide whether to continue engaging with a service provider.
Customers evaluate the value of the exchange, such as quality of service, responsiveness, and fairness, against
what they invest, like time, money, and effort. When customers feel they receive fair value and positive
outcomes, they are more likely to stay loyal and maintain the relationship.
This theory also highlights the importance of trust, reciprocity, and satisfaction in sustaining long-term
relationships. Businesses that consistently offer valuable exchanges foster positive customer perceptions,
encouraging repeat patronage and positive referrals.
The theories emphasize the crucial role of trust in cultivating long-term customer loyalty. In casual dining
restaurants, when customers trust that the establishment consistently delivers quality food and service, they are
more likely to return and recommend the restaurant to others, thereby strengthening loyalty. This also highlights
the importance of building and maintaining ongoing relationships with customers through personalized
experiences and continuous engagement. Restaurants that focus on relationship-building efforts tend to foster
deeper customer loyalty as patrons feel valued beyond just the dining experience. Lastly, customer loyalty results
from the perceived balance between the benefits received (such as good food, pleasant ambiance, and attentive
service) and the costs incurred (such as price and time). When customers perceive that the rewards outweigh the
costs, their satisfaction and loyalty increase. Moreover, the theories provide a comprehensive framework to
understand how trust, relationship management, and value perception influence customer loyalty in casual dining
settings, which directly informs the focus of this study.
The variety of options offered in casual dining restaurants greatly influences customers’ choice of where to dine
and whether they return. When restaurants provide a wide selection of dishes that cater to different tastes,
lifestyles, and dietary preferences, customers feel that their individual needs are being considered. This sense of
choice enhances satisfaction and makes dining more enjoyable, as guests can explore new options without
needing to visit another restaurant. Menu variety also creates a feeling of freshness and innovation, signaling
that the establishment is responsive to changing food trends and customer expectations. As a result, customers
tend to perceive greater value in restaurants that offer diverse and flexible menu options, which strengthens their
intention to patronize and revisit the establishment (Kim, W. G., & Jin B., 2009).
Accessibility plays an important role in influencing customers’ decisions to patronize casual dining restaurants.
When a restaurant is easy to reach, whether through a convenient location, available parking, or access to public
transportation, customers are more likely to choose it and return in the future. Convenient access reduces the
time and effort required to dine out, making the overall experience more pleasant and stress-free. Beyond
physical location, accessibility also includes how easily customers can make reservations or place orders through
different channels, such as online platforms or takeout services. Restaurants that offer flexible and convenient
access options are seen as more accommodating to customers’ busy lifestyles, which helps build satisfaction,
loyalty, and positive word-of-mouth (Liu & Jang, 2009).
Price is a crucial factor that influences customer patronage in casual dining restaurants, as it strongly shapes
customers’ perceptions of value and satisfaction. Many diners carefully consider whether the quality of food and
service they receive is worth the price they pay, especially in highly competitive dining environments. While
some customers are willing to spend more for a better experience, most casual diners look for reasonable prices
that align with their expectations of comfort, taste, and service quality. When prices are perceived as fair and
affordable, customers are more likely to feel satisfied and return. On the other hand, prices that are too high may
discourage budget-conscious customers, while prices that are too low can raise concerns about quality.
Maintaining a balanced and fair pricing strategy is therefore essential in attracting customers and encouraging
repeat patronage in casual dining restaurants (Ryu & Jang, 2007).
Facilities and amenities are key factors that influence customer patronage in casual dining restaurants, as they
greatly affect the overall comfort and dining experience. A well-maintained, clean, and thoughtfully designed
environment makes customers feel valued and enhances their perception of service quality. Features such as
comfortable seating, pleasant lighting, clean restrooms, Wi-Fi access, and convenient parking not only make
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dining more enjoyable but also encourage guests to stay longer and return more often. Restaurants that go a step
further by offering family-friendly areas or entertainment options can attract a broader range of customers and
create memorable experiences. In this way, the quality and availability of facilities and amenities can set a
restaurant apart from competitors and foster customer loyalty (Wakefield & Blodgett, 1996).
Value for money is a key factor that influences customer patronage in casual dining restaurants, as it reflects
how customers perceive the balance between the quality of food and service and the price they pay. When diners
feel that they are getting good value, they are more likely to return and recommend the restaurant to others. This
perception is not just about paying less; it also includes portion size, taste, service efficiency, and the overall
dining experience. Customers often compare options and choose restaurants where they feel their money is well
spent. By offering quality meals and service at fair prices, casual dining restaurants can increase customer
satisfaction, loyalty, and positive word-of-mouth (Zeithaml, 1988).
Marketing plays an important role in attracting and keeping customers in casual dining restaurants by
communicating what makes the restaurant unique, its promotions, and overall brand identity. Effective
marketing, through advertising, social media, loyalty programs, or special offers, helps raise awareness and
influence customers’ dining decisions. When done well, marketing not only brings in new patrons but also
strengthens loyalty by creating emotional connections and enhancing the perceived value of the dining
experience. In a competitive casual dining market, strategies that target the right audience and highlight quality,
ambiance, and fair pricing can have a significant impact on customer choices (Kotler & Keller, 2016).
Ambiance plays a crucial role in shaping customers’ dining experiences and influencing their choice of casual
dining restaurants. Elements such as lighting, music, cleanliness, décor, layout, and the overall atmosphere all
contribute to how diners feel while in the restaurant. A welcoming and comfortable environment not only makes
the dining experience more enjoyable but also encourages customers to return. By creating a space that appeals
to both the senses and emotions, restaurants can enhance perceived value and foster customer loyalty, giving
them a competitive edge in attracting and retaining patrons (Ryu & Jang, 2008).
Service quality is a major factor that shapes customer satisfaction and loyalty in casual dining restaurants. It
encompasses how well staff deliver service consistently, including responsiveness, reliability, friendliness, and
the overall presentation of the restaurant. When service not only meets but exceeds expectations, diners are more
likely to have a positive experience and return. Providing attentive, courteous, and dependable service helps
build trust and emotional connection with customers, encouraging repeat visits and recommendations. In a
competitive casual dining market, restaurants that prioritize high-quality service gain a clear advantage, as it
strongly influences customers’ decisions and fosters long-term loyalty (Parasuraman, Zeithaml, & Berry, 1988).
This highlights that various factors, including ambiance, accessibility, price, value for money, marketing
strategies, service quality, facilities, and variety of offerings, play a crucial role in influencing customer
patronage in casual dining restaurants. These elements collectively shape customers' overall dining experience
and perceptions, which directly affect their satisfaction and likelihood of returning. Understanding and
effectively managing these factors are essential for restaurant operators aiming to attract, satisfy, and retain
customers in an increasingly competitive and experience-driven food service industry.
Repatacodo (2024) emphasizes the in-depth analysis of the various factors influencing customer patronage in
casual dining settings in the Philippines. Conducted through a quantitative correlational design, the study
employed a descriptive method and used a structured questionnaire distributed to 395 respondents. These
respondents were customers of Department of Tourism (DOT)-accredited casual dining restaurants in the
Rinconada area. The study primarily focused on assessing customer satisfaction in terms of restaurant
atmosphere, product quality, pricing, and customer loyalty, while also evaluating service quality using the
SERVQUAL dimensions, empathy, responsiveness, reliability, tangibility, and assurance.
The study revealed that customers reported high levels of satisfaction across all the key service and product
dimensions. Service quality, in particular, was rated highly, with respondents indicating positive experiences in
all five SERVQUAL categories. Statistical analyses showed significant differences in customer assessments
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when grouped by demographic variables, suggesting that factors such as age, gender, or income might affect
perceptions of service and satisfaction. Moreover, the study found a strong positive relationship between service
quality and overall customer satisfaction, reinforcing the idea that excellent service delivery is a critical driver
of customer loyalty and repeat patronage in the casual dining industry.
The insights of this study aimed at helping restaurant owners and managers continuously improve service
delivery. This includes regular staff training, consistent product quality checks, and strategic pricing models
tailored to customer expectations. Ultimately, the study highlights the need for casual dining restaurants to pay
close attention to both tangible and intangible service elements, as these greatly influence customer experiences
and long-term business success.
Valdez et al. (2020) provide valuable insights into the factors affecting customer patronage in casual dining
establishments in Batangas Province, Philippines. The study highlights that attribute such as service quality, food
quality, and the physical environment have a significant influence on customers' dining experiences. In contrast,
factors like innovation and convenience were found to have a lesser impact. The study also notes that younger
customers, particularly those aged 18 to 30, place higher importance on service and food attributes when
choosing where to dine. These findings underscore the importance of enhancing key restaurant attributes to
improve customer satisfaction and encourage repeat patronage.
Adriatico et al. (2022) identified that service quality, food quality, and the physical design of the restaurant are
strong determinants of customer satisfaction in fast-casual dining settings. The study emphasizes that these
attributes are crucial for enhancing the dining experience and fostering customer loyalty.
Delos Santos (2023) explored customer patronage of Korean restaurants in Los Baños, Laguna, and found that
food quality, service quality, environment, price, word of mouth, and cultural influence all positively correlate
with customer patronage. This study emphasizes the multifaceted nature of customer decision-making in dining
choices and the importance of addressing various factors to attract and retain customers.
Balladares et al. (2024) revealed that variety and food quality are prioritized by customers when choosing fast-
food establishments. While nutrition also plays a role, its impact was found to be statistically insignificant,
indicating that other factors may have a more substantial influence on customer preferences in this context.
Sarmiento et al. (2022) focused on evaluating food safety and sanitation practices in casual dining restaurants in
the National Capital Region. It assessed service quality dimensions such as food quality, physical environment,
and service delivery, based on the SERVQUAL & Dinescape models, and examined food safety and sanitation
aspects grounded on the principles of the Hazard Analysis Critical Control Point (HACCP) and the Philippine
Food Safety Act of 2013. The study found that customers generally agreed that these restaurants met their
expectations in service quality and food safety, contributing positively to the establishments' brand equity.
However, certain areas requiring consistent attention were identified, leading to the proposal of an enhanced
customer-based brand equity framework to guide casual dining restaurants in improving their operations and
strengthening their brand.
The studies imply the critical role of food safety practices and service quality in influencing customer satisfaction
and brand equity in casual dining restaurants. By adhering to established standards and continuously improving
in identified areas, restaurants can enhance their customers' dining experiences, fostering loyalty and positive
word-of-mouth, which are essential for sustained success in the competitive food service industry.
Verma et al. (2018) explored the key factors influencing young consumers' decisions to dine out at casual
restaurants in India. The study employed factor analysis to identify the major motivators behind restaurant
patronage among this demographic. The study revealed nine critical factors, including food quality, service
quality, ambiance, price, and convenience, which significantly impacted customer choices. The study also
emphasized that young consumers are highly perceptive of value, service experience, and the overall dining
environment. This study concluded that casual dining restaurants must align their offerings with these customer
expectations to remain competitive and retain loyalty. The study offers practical insights for restaurant managers
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aiming to attract the growing segment of young, urban diners by focusing on delivering a balanced combination
of quality food, efficient service, and a pleasant dining atmosphere.
Kim et al. (2009) examined the influence of social networking service (SNS) characteristics on customer
satisfaction and behavioral intentions in the context of the restaurant industry. The study focused on how
elements such as reliability, playfulness, convenience, and customization of a restaurant’s social media presence
affect user satisfaction and their subsequent actions, particularly their intention to visit the restaurant and share
positive word-of-mouth.
The study revealed that all four SNS attributes significantly contribute to enhancing customer satisfaction, which
in turn has a strong positive effect on customers’ willingness to visit and recommend the restaurant. This theory
concluded that in an increasingly digital and socially connected market, restaurants must prioritize effective and
engaging SNS strategies to build relationships with potential customers and influence their dining choices. The
study underscores the critical role of digital marketing in driving patronage in casual dining settings, especially
among tech-savvy consumers.
Liut al. (2024) highlighted how service quality influences consumer revisit behavior in chain restaurants during
the COVID-19 pandemic. The study involved two studies: the first focused on a Taiwanese restaurant chain,
while the second examined a Chinese hotpot chain.
The study revealed that service quality positively affected revisit intentions through brand equity and safety
management systems in the Taiwanese context, and through gratification and reputation in the Chinese context.
Additionally, the study highlighted the moderating roles of perceived safety and perceived value in shaping
revisit intentions. The authors concluded that adapting to local market conditions while prioritizing safety and
customer satisfaction is crucial for post-pandemic business recovery in the restaurant industry.
This consistently highlights that factors such as food quality, service quality, ambiance, pricing, and even digital
engagement significantly influence customer patronage in casual dining restaurants. Across both local and
international contexts, these elements play a crucial role in shaping customer satisfaction, loyalty, and revisit
intentions.
As customer expectations evolve, especially in response to digital trends and post-pandemic safety concerns,
restaurants must adapt by enhancing both physical and service-related aspects of the dining experience to
maintain competitiveness and ensure sustained customer patronage.
The Problem
Statement of the Problem
This study aimed to assess the factors influencing the patronage of the customers in casual dining restaurants in
Dumaguete City, Philippines. The findings of this study served as the basis for a proposed action plan.
Specifically, this study sought to answer the following questions:
What is the profile of the respondents in terms of:
1.1 age;
1.2 gender;
1.3 civil status,
1.4 educational attainment; and
1.5 occupation?
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What is the level of influence of the factors that contribute to the patronage of the customers in casual dining in
terms of:
2.1 variety of options;
2.2 accessibility;
2.3 price;
2.4 facilities and amenities;
2.5 value for money;
2.6 marketing;
2.7 ambiance; and
2.8 service?
3. Is there a significant relationship between the profile of the respondents and the level of influence of the factors
that contribute to the patronage of the customers in casual dining?
4. Based on the findings of the study, what action plan may be proposed?
Statement of the Null Hypothesis
At a 0.05 level of significance, the following null hypotheses will be tested:
Ho1: There is no significant relationship between the profile of the respondents and the level of influence of the
factors that contribute to the patronage of the customers in casual dining.
Significance of the Study
The study supports the following persons or individuals and entities to improve service quality, enhance customer
satisfaction, and foster loyalty in an increasingly competitive dining industry.
Restaurant Owners and Managers. This will help them identify key areas such as food quality, service,
ambiance, and pricing that influence customer satisfaction and loyalty.
Employees. This will help them understand the results of the study by gaining a clearer understanding of the key
factors that influence customer satisfaction and patronage in casual dining restaurants.
Customers. This will help them encourage restaurants to improve service quality and safety, ultimately
enhancing the overall dining experience.
Marketing Professionals. This will guide them on the development of targeted marketing strategies based on
customer preferences and behavior.
Policy Makers and Tourism Agencies. This will help them on how to support the development of quality
standards and tourism-related initiatives involving food establishments.
Researchers. This will help them contribute to the body of knowledge on consumer behavior in the food service
industry.
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Future researchers. This will help them build additional factors that may influence customer patronage in casual
dining restaurants, such as the impact of technology integration, cultural differences, or changing consumer
behavior post-pandemic.
RESEARCH METHODOLOGY
This chapter covers the research design, research environment, research respondents, research instruments,
research procedures, data gathering, and statistical treatment of data that will be used in the study.
Research Design
This study utilizes a quantitative research design to examine the factors influencing customer patronage in casual
dining restaurants in Dumaguete City. Data will be collected through structured questionnaires distributed to a
sample of customers who have recently dined in selected casual dining establishments within the city. The
questionnaire will assess various factors such as variety of options, accessibility, facilities and amenities, value
for money, marketing, ambiance, and services. The collected data will be analyzed using statistical tools such as
descriptive statistics, correlation, and regression analysis to determine the significance and strength of the
relationships between these factors and customer patronage. This design allows for objective measurement of
customer preferences and helps identify the key drivers that affect their dining choices.
Figure 1 illustrates the overall research flow, highlighting the continuous interaction among the input, process,
output, and feedback components that guide the study.
Figure 1. Research Flow
Research Environment
This study will be conducted in Dumaguete City, often referred to as the "City of Gentle People," is the capital
of Negros Oriental, located on the southeastern coast of Negros Island in the Philippines. Renowned for its laid-
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back atmosphere, rich cultural heritage, and vibrant academic community, Dumaguete is home to one of the
country's oldest and most prestigious universities. The city's strategic location along the coastline offers
picturesque views and a thriving tourism industry, attracting both local and international visitors. Dumaguete's
culinary scene reflects its diverse population, offering a wide array of dining options that cater to various tastes
and preferences.
One of Dumaguete’s defining features is its strong educational presence, anchored by Silliman University,
founded in 1901. As one of the oldest American-established universities in the Philippines, Silliman attracts
students from across the country and abroad, fostering a diverse and vibrant community. The influx of students
contributes to the city’s youthful and dynamic atmosphere, which significantly influences local businesses,
including the casual dining sector.
Dumaguete serves as the economic center of Negros Oriental. Its economy is driven by education, tourism, retail,
and small to medium enterprises, including hospitality and food services. The city’s port connects it to nearby
islands and facilitates the flow of goods and travelers, supporting local businesses. With the rise in tourism and
population, casual dining establishments have proliferated, catering to both locals and visitors.
Dumaguete is a gateway to some of the Philippines’ best natural attractions. Nearby are diving spots like Apo
Island, known for its marine sanctuaries, and Casaroro Falls. The city itself offers a relaxed lifestyle with parks,
beachfront promenades like Rizal Boulevard, and a vibrant nightlife scene. These attractions draw a steady
stream of tourists who contribute to the local economy and influence dining trends.
The casual dining industry in Dumaguete reflects the city’s blend of local tradition and global influences.
Restaurants range from those offering traditional Filipino cuisine to those serving international dishes like Italian,
Mediterranean, and Asian fusion. This variety caters to a broad clientele, from university students seeking
affordable meals to tourists craving authentic local flavors or familiar international fare.
Dumaguete’s casual dining spots often serve as social hubs where locals and visitors converge. Restaurants and
cafes are popular meeting places for students, professionals, and families, fostering community ties. Events such
as food festivals, live music nights, and cultural celebrations also support the growth of the dining industry. The
study focused on the following casual dining restaurants on their distinct features and services offered to their
customers.
Casual Dining Restaurant A in Dumaguete City offers the rich flavors of Filipino seafood cuisine in a relaxed
and communal setting. The restaurant is a popular choice for both locals and tourists seeking a hands-on seafood
experience where guests can handpick their catch and have it cooked to their preference. The open-air layout,
casual seating, and bustling market-style vibe evoke a sense of community and comfort. With its emphasis on
freshness, authenticity, and approachable service, the restaurant A fosters memorable dining moments that
resonate with diners. By combining flavorful seafood dishes, a lively ambiance, and personalized service, the
restaurant builds strong emotional connections with its guests, making it a standout destination in Dumaguete’s
vibrant food scene.
Casual Dining Restaurant B in Dumaguete City offers a charming fusion of comfort, creativity, and culinary
flair that appeals to both locals and visiting food enthusiasts. The restaurant features vibrant, eclectic interiors
that reflect a playful yet cozy ambiance—ideal for casual meetups, family gatherings, or solo retreats. Its diverse
menu blends Filipino favorites with Western comfort food, all presented with an artistic twist. The warm
hospitality of its staff and the uniquely whimsical atmosphere enhance the overall dining experience, making
every visit feel both special and familiar. By balancing visual appeal, flavorful dishes, and heartfelt service, the
restaurant continues to cultivate a loyal customer base and remains a beloved gem in Dumaguete’s culinary
landscape.
Casual Dining Restaurant C, this restaurant is a casual dining establishment located in Dumaguete City that
showcases distinctive Negrense flavors integrated with contemporary culinary techniques and the use of fresh
local ingredients. The restaurant offers a diverse selection of dishes inspired by Spanish, American, and Negrense
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cuisines, catering to a wide range of customer preferences. Designed with a modern-industrial interior
accentuated by local art installations, the restaurant provides a stylish yet comfortable environment suitable for
dining and social gatherings. Its strategic location, reasonable pricing, and well-maintained facilities contribute
to customer convenience and satisfaction. Moreover, the restaurant’s effective marketing initiatives and
courteous service staff reinforce its reputation as a preferred casual dining destination in the city.
Casual Dining Restaurant D is a popular Filipino dining concept where guests choose fresh seafood or meat
from a market-style display. Customers can then decide how their selection will be cooked, whether grilled,
fried, steamed, or prepared in classic Filipino dishes like sinigang, kinilaw, or garlic butter shrimp. This setup
highlights freshness and allows diners to enjoy food tailored to their taste. The atmosphere is casual and lively,
often resembling a mix of a wet market and an eatery. The restaurants are well-loved by families and groups
who enjoy sharing a variety of dishes.
Casual Dining Restaurant E in Dumaguete City brings a cozy and creative twist to casual dining through its
two-level setup and diverse menu offerings. Located near the city center, the restaurant blends international
comfort food with subtle Asian influences, featuring a wide variety of dishes. The restaurant’s warm atmosphere
is enhanced by creative interior design, colorful artistic details, and clever use of space that balances modern
style with homelike comfort. With attentive staff and a vibrant yet relaxed setting, it also provides a valuable
environment for observing hospitality, culture, and customer service.
Research Respondents
The respondents of this study are customers of the five selected casual dining restaurants in Dumaguete City
who have prior dining experience in these establishments. They were chosen based on their familiarity with the
restaurant’s services, allowing them to provide relevant and informed feedback. The respondents were evenly
distributed, with ten (10) individuals selected from each restaurant, totaling fifty (50) participants. Their profiles
include a mix of age groups, genders, civil status, educational attainment, and occupation, which helps capture
diverse perspectives on the factors influencing customer patronage. This varied demographic composition
ensures that the data collected reflects a broad and balanced view of customer experiences in Dumaguete’s casual
dining scene.
Table 1 presents the distribution of the respondents according to the selected casual dining establishments. A
total of fifty (50) respondents participated in the study, with a frequency of ten (10) respondents from each of
the five restaurants. This represents 20% of the total sample per establishment, ensuring equal representation
across all participating casual dining restaurants.
Table 1 Distribution of Respondents by Travel Agency
Restaurant
Frequency (f)
Percentage (%)
Casual Dining Restaurant A
10
20
Casual Dining Restaurant B
10
20
Casual Dining Restaurant C
10
20
Casual Dining Restaurant D
10
20
Casual Dining Restaurant E
10
20
Total
50
100
Research Instrument
The research instrument used in this study is a researcher-made questionnaire composed of two parts. The first
part gathers the profile of the respondents, including demographic information such as age, gender, civil status,
educational attainment, and occupation. The second part focuses on assessing the level of influence of various
factors that contribute to customer patronage in casual dining establishments. This section utilizes a checklist
questionnaire designed with a 4-point Likert scale, where respondents rate each factor based on its level of
influence on their dining decisions. The scale is as follows: 4 – Highly Influenced (the factor strongly affects the
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decision to dine in the restaurant), 3 – Moderately Influenced (the factor somewhat affects the decision), 2 – Less
Influenced (the factor has minimal effect), and 1 – Not Influenced (the factor does not influence the decision at
all). This structured format allows for a clear and quantifiable assessment of customer perceptions.
To ensure the clarity, validity, and reliability of the questionnaires, it was pilot-tested with 20 non-respondents
who are not part of the actual sample. Feedback from the pilot test will be used to refine the instrument before
its final administration.
Research Procedures
The research procedures of this study began with the design and development of a researcher-made survey
questionnaire. The instrument underwent a pilot test involving 20 non-respondents to assess its clarity, relevance,
and reliability. Based on the pilot test results, the questionnaire was revised and finalized. Once validated, the
researcher sought formal approval to conduct the study, which included submitting a request letter to the owners
or managers of the selected casual dining restaurants, with the approval noted by the research adviser. The request
was then endorsed to the Dean of the Graduate School for final approval. Upon receiving the necessary
permissions, the data-gathering process commenced. After data collection, responses were systematically
organized, analyzed, and interpreted using appropriate statistical tools to address the objectives of the study.
Data Gathering
Once the research instrument had been validated through a pilot test and the necessary approvals had been
secured, the data-gathering process commenced. The researcher personally administered the finalized
questionnaires to the selected respondents, who were customers of the five chosen casual dining restaurants in
Dumaguete City. A total of fifty (50) respondents, with ten (10) from each establishment, were selected using
purposive sampling based on their actual dining experience in the restaurant. The purpose of the study was briefly
explained to each respondent, and their voluntary participation was ensured, with full confidentiality of their
responses. Respondents were asked to complete the questionnaire on-site whenever possible to ensure the
completeness and accuracy of the data. Once all responses had been collected, the data were organized, encoded,
and prepared for statistical analysis.
Treatment of Data
The researcher employed several statistical tools to analyze and interpret the data collected from customer
surveys.
Simple percentages and frequency distributions will be used to describe the demographic profile of the
respondents.
Weighted Mean will be used to assess the level of influence of the factors that contribute to casual dining
restaurants.
A chi-square test will be used to determine if there will be a statistically significant relationship between the
respondents’ demographic characteristics and their perceived level of influence of the factors that contribute to
casual dining restaurants.
Definition Of Terms
To ensure clarity and a common understanding of key concepts used in this study, the following terms are defined
operationally as they are used within the context of the research.
Profile of the Respondents. This term refers to the demographic characteristics of the individuals who
participated in the study, including age, gender, civil status, educational attainment, and occupation. This
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information helps in understanding the background of the respondents and how these factors may influence their
dining preferences and behaviors.
Level of Influence of the Factors that Contribute to the Patronage of the Customers in Casual Dining. This
refers to the degree to which various factors, such as variety of options, accessibility, facilities and amenities,
value for money, marketing, ambiance, and services, affect customers’ decisions to choose and return to casual
dining restaurants. This is measured using a rating scale that reflects how strongly each factor impacts customer
patronage.
Proposed Action Plan. This refers to the conceptual model developed in this study that illustrates the
relationship between various factors (such as food quality, service quality, ambiance, pricing, and convenience)
and their influence on customer patronage in casual dining restaurants. This framework serves as a guide to
understanding how these factors interact to affect customers’ dining choices and loyalty.
Presentation, Analysis, And Interpretation of Data
This chapter presents the data gathered in relation to the factors that influence customer loyalty in casual dining
restaurants. The findings are systematically organized, analyzed, and interpreted to draw meaningful insights.
By exploring customer preferences, satisfaction levels, service quality, and other related factors, this section aims
to provide a clear understanding of the key elements that drive repeat patronage and long-term loyalty. The
results, supported by both quantitative data and relevant interpretations, serve as the foundation for addressing
the research objectives and formulating practical recommendations for the casual dining industry.
Profile of the Respondents
To better understand the perspectives and experiences shared in this study, it is important to first look into the
background of the individuals who participated. This section presents the demographic profile of the respondents,
including key details such as their age, gender, frequency of dining out, and other relevant characteristics. By
examining who the respondents are, we gain valuable context that helps in interpreting their responses and
understanding how different customer segments may influence loyalty in casual dining restaurants.
Table 2 shows the profile of the respondents, giving us a better understanding of who they are and where their
opinions and experiences are coming from. Before diving into the main findings, it’s important to get to know
the people behind the data.
This section highlights details such as their age, gender, civil status, educational attainment, and occupation.
These background factors matter because they help us see patterns, like which age group dines out the most, or
whether certain groups are more loyal to specific restaurants.
This profile gives context to the study and helps us interpret the results more meaningfully. It ensures that when
we talk about what influences customer loyalty, we’re doing so with a clear picture of who our customers really
are.
Table 2 Profile of the Respondents
Respondents' Profile
Frequency
Percent
A. Age Groups
18-24 years old
12
24%
25-34 years old
21
42%
35-44 years old
11
22%
45-54 years old
6
12%
B. Gender
Male
21
42%
Female
29
58%
C. Civil Status
Single
28
56%
Married
22
44%
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D. Educational Attainment
Master's Degree
8
16%
Bachelor's Degree
30
60%
Vocational/Technical
5
10%
HS Graduate
7
14%
E. Occupation
Student
7
14%
Private Employee
22
44%
Government Employee
8
16%
Self-Employed/Business Owner
9
18%
Unemployed
4
8%
Total
50
100%
Age
As shown in Table 2, the largest group of respondents in terms of age falls within the 25-34 years age range with
42%, followed by those 18-24 years old with 24%, and those 45-54 years old got the lowest proportion with
12%.
Based on the data in Table 2, most of the respondents fall within the 25–34 age group, making up 42% of the
total. This tells us that casual dining restaurants are especially popular among young adults who are likely already
working, have some disposable income, and enjoy eating out either for convenience, socializing, or simply as
part of their lifestyle.
Coming in second are those aged 18–24, who make up 24% of the respondents. While slightly younger, this
group also represents a big part of the casual dining crowd. These are mostly students or fresh graduates who are
probably drawn to more affordable, trendy, and accessible food spots where they can hang out with friends or
grab a quick meal.
Interestingly, the smallest group represented is the 45–54 age bracket, with only 12% of respondents. This might
suggest that older customers either dine out less often or may prefer a different type of dining experience, perhaps
something quieter, more formal, or even home-cooked meals.
The numbers show that younger adults are the most engaged customers in the casual dining scene. Knowing
their preferences and behaviors can really help restaurants tailor their offerings to what matters most to this age
group.
The finding is supported by the Hierarchy of Needs by Abraham Maslow (1943). According to this theory, people
are motivated to satisfy different levels of needs, starting from basic physical needs like food, all the way up to
social belonging and self-fulfillment. In the case of younger adults, especially those in the 25–34 and 18–24 age
groups, casual dining doesn't just meet their need for food, but also their social and emotional needs. Dining out
becomes a way to connect with friends, take a break from work or school, and enjoy new experiences. This helps
explain why younger customers are more active in the casual dining scene; they’re not just eating, they’re also
fulfilling deeper social and lifestyle needs.
Gender
When we look at the gender profile of the respondents, it’s clear that females make up a larger portion, with 58%
compared to 42% males. This tells us that females might be more frequent visitors or more willing to participate
in surveys about casual dining. There could be several reasons for this. For one, women often play a key role in
choosing dining options for themselves, friends, or family. They might also be more interested in the social
aspects of dining out, whether it’s catching up with friends, celebrating special occasions, or simply enjoying a
meal in a relaxed atmosphere.
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On the other hand, the lower percentage of male respondents doesn’t mean men aren’t important customers; it
might just reflect different dining habits or preferences. Men might visit different types of dining establishments,
or perhaps they prioritize convenience and speed over ambiance or social experience.
Recognizing this gender balance helps restaurants understand who their main customers are and what kind of
experiences to offer. Women might appreciate cozy seating, healthy menu options, or friendly customer service,
while men might look for hearty meals or efficient service. By catering to these subtle differences, casual dining
spots can create a welcoming environment that appeals to everyone.
The finding is supported by the Theory of Moral Development and Care Ethics (1982). The theory highlights
that women often approach decision-making and social interactions with a focus on relationships, care, and
connection. This can help explain why more women are engaged in casual dining; they may value the social and
emotional experience of dining out, such as bonding with friends or family. This can help restaurants create an
environment that feels welcoming and nurturing, especially for female customers.
Civil Status
Looking at the civil status of the respondents, a little over half, 56%, are single, while the remaining 44% are
married. This indicates that casual dining restaurants tend to attract more single individuals, who might be more
inclined to eat out frequently for socializing, convenience, or simply enjoying some personal time. Singles,
especially younger ones, often look for places where they can meet friends, hang out, or try new food spots
without the responsibilities that might come with family life.
Meanwhile, married respondents make up a significant portion too, showing that casual dining is still a popular
choice for couples and families. For married diners, these restaurants might offer a relaxed environment for date
nights, family outings, or casual celebrations without the pressure of more formal dining.
This mix helps restaurants design their spaces and menus to appeal to both groups, whether it’s creating cozy
spots for couples or lively areas for groups of friends. It also shows that casual dining fits into different lifestyles
and life stages, making it a versatile option for many people.
The finding is supported by the Theory of Psychosocial Development (1950). According to this theory, people
go through different stages in life where their social needs and priorities change. For singles, especially younger
adults, building relationships and social connections is a big focus, so dining out can be a way to meet friends
and enjoy social experiences. For married individuals, the focus often shifts toward deeper commitments and
family life, which means their dining choices might be influenced by family needs or shared experiences.
Knowing this helps restaurants create welcoming spaces that fit different social needs, whether it’s for fun with
friends or quality time with loved ones.
Educational Attainment
Looking at the educational background of the respondents, the majority, 60%, have a bachelor’s degree, showing
that most customers in casual dining restaurants tend to be college-educated young adults. This group likely
values a balance between quality, price, and experience, and may appreciate restaurants that offer good food in
a comfortable setting without being too formal.
The next largest group is those with a master’s degree, making up 16% of respondents. These individuals might
have higher expectations when it comes to service and menu variety, and they may be dining out not just for
convenience but also as a way to unwind or network after busy workdays.
On the other hand, the smallest group is respondents with vocational or technical education, at 10%. This may
reflect differences in lifestyle, work schedules, or dining preferences. They might prefer quicker, more affordable
options or different types of dining experiences.
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These educational backgrounds help casual dining restaurants tailor their marketing and services to meet the
needs of well-educated customers who seek value, quality, and a welcoming atmosphere.
The finding is supported by the Theory of Cultural Capital (1986). The theory explains that people’s tastes and
preferences, like the food they enjoy or the places they choose to eat, are shaped by their education and social
background. So, those with higher education levels, like bachelor’s or master’s degrees, may seek dining
experiences that reflect their lifestyle and values, such as quality, ambiance, and service. This helps explain why
many respondents with college degrees prefer casual dining spots that offer not just food but a comfortable and
enjoyable environment.
Occupation
Looking at the occupations of the respondents, the largest group is private employees, making up 44%. This
makes sense since many working professionals rely on casual dining as a convenient and enjoyable way to take
breaks, socialize with colleagues, or unwind after work. For them, these restaurants offer a comfortable and
reliable option that fits into their busy schedules.
The second largest group is self-employed or business owners at 18%. These individuals might enjoy casual
dining for its flexibility and relaxed atmosphere, providing a nice change of pace from their often-hectic
workdays. It’s a place where they can meet clients, have informal meetings, or simply take a break.
At the other end, the smallest group is unemployed respondents, representing 8% of the sample. This might
reflect different spending habits or priorities, as dining out could be less frequent when budgets are tighter. They
may be more selective or choose more affordable food options when they do eat out.
These occupation groups help casual dining restaurants better tailor their offerings to meet the needs of working
professionals, entrepreneurs, and others who frequent these places for different reasons.
The Hierarchy of Needs by Abraham Maslow (1943). According to this theory, people are motivated to satisfy
different needs based on their current life situation. For private employees and business owners, casual dining
can fulfill not just basic needs like hunger but also social needs, like connecting with colleagues or clients.
Meanwhile, those who are unemployed might prioritize more basic needs, which can affect how often or where
they choose to eat out. This theory helps explain why people in different jobs experience dining out in unique
ways, depending on what they need most at that point in their lives.
Level of Influence of the Factors that Contribute to the Patronage of the Customers in Casual Dining
This section determines the key factors that influence why customers choose to dine at casual restaurants.
Whether it’s the taste of the food, the quality of service, reasonable prices, or the overall atmosphere, each
element plays a role in shaping their experience. Understanding which factors matter most helps restaurants
focus on what truly keeps customers coming back. It’s not just about good food, it’s about creating a welcoming
environment and consistently meeting or exceeding customer expectations. By knowing what drives patronage,
casual dining restaurants can tailor their offerings to build stronger connections and encourage loyalty.
Level of Influence of the Factors that Contribute to the Patronage of the Customers in Casual Dining in
Terms of Variety of Options
One important factor that influences why people choose casual dining restaurants is the variety of options
available on the menu. Customers appreciate having a range of choices that can cater to different tastes, dietary
needs, and moods. Whether someone wants something light and healthy or a hearty comfort meal, having diverse
options makes the dining experience more enjoyable and satisfying. A menu with plenty of variety not only
attracts more customers but also encourages them to come back because they know they can always find
something they like.
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Table 3 presents the results of how different factors influence customers when choosing casual dining restaurants.
It gives us a clear snapshot of what matters most to diners, helping us understand which aspects, like menu
variety, service quality, or price, play a bigger role in attracting and keeping customers coming back.
Table 3 Level of Influence of the Factors that Contribute to the Patronage of the Customers in Casual
Dining in Terms of Variety of Options
Indicators
Mean
Influenced Level
1. The restaurant offers a wide range of food choices on the menu.
3.50
Highly Influenced
2. There are options for different dietary preferences (e.g., vegetarian, low-carb,
gluten-free).
3.36
Highly Influenced
3. The restaurant regularly updates or rotates its menu items.
3.40
Highly Influenced
4. There are sufficient drink and dessert selections to complement the main
dishes.
3.36
Highly Influenced
5. Customers can customize their orders (e.g., spice level, ingredient
substitution).
3.42
Highly Influenced
Aggregate Mean
3.41
Highly Influenced
Looking at the overall picture in Table 3, the aggregate mean score of 3.41 shows that the variety of options
offered by casual dining restaurants is highly influential factor for customers when deciding where to eat. This
means that diners really value having a wide selection and the ability to find something that suits their tastes and
preferences.
Among the specific factors, the highest-rated indicator is the wide range of food choices on the menu, with a
mean of 3.50, which the restaurant offers a wide range of food choices on the menu, interpreted as highly
influenced. This highlights how important it is for restaurants to offer diverse dishes that can appeal to different
customers, making sure everyone can find something they like. The second-highest factor is the ability for
customers to customize their orders, scoring 3.42 in Customers can customize their orders (e.g., spice level,
ingredient substitution, interpreted as highly influenced. This means that it allows diners to adjust spice levels or
substitute ingredients, adds a personal touch to the experience, making them feel heard and cared for.
The lowest-rated, but still highly influential factor is having options for different dietary preferences, such as
vegetarian or gluten-free choices, with a mean of 3.36. This shows that while these options may be slightly less
of a priority than variety and customization, they remain very important in attracting and satisfying customers
with specific dietary needs. These results show that variety, customization, and catering to different dietary
preferences all play key roles in making casual dining restaurants a preferred choice for many.
The finding is supported by the Two-Factor Theory of Motivation by Herzberg (1959). This theory states that
certain factors, called “motivators,” make people feel satisfied and motivated, while others, called “hygiene
factors,” prevent dissatisfaction but don’t necessarily excite customers. In the context of casual dining, having a
wide variety of food options and the ability to customize orders act as motivators; they enhance the overall dining
experience and make customers feel valued and happy. When restaurants offer these choices, they go beyond
just meeting basic needs and actually create a more enjoyable and memorable experience that keeps customers
coming back.
Level of Influence of the Factors that Contribute to the Patronage of the Customers in Casual Dining in
Terms of Accessibility
Another key factor that affects why people choose casual dining restaurants is accessibility, how easy it is for
customers to get to the restaurant. This includes things like the restaurant’s location, parking availability, and
how convenient it is to visit, whether by car, public transport, or on foot. When a restaurant is easy to reach, it
removes a big barrier and makes dining out a hassle-free experience. Customers are more likely to return to
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places that fit smoothly into their daily routines or social plans, making accessibility a major influence on where
they decide to eat.
Table 4 shows the results of how accessibility factors influence customers when choosing casual dining
restaurants. It gives us a clear look at which aspects, like location convenience, parking availability, and ease of
getting there, matter most in attracting and keeping diners coming back.
Table 4 Level of Influence of the Factors that Contribute to the Patronage of the Customers in Casual
Dining in Terms of Accessibility
Indicators
Mean
Influenced Level
1. The restaurant is easy to locate and find using maps or directions.
3.34
Highly Influenced
2. The restaurant is situated near main roads, public transportation, or
central locations.
3.44
Highly Influenced
3. There are adequate parking spaces available for customers.
3.12
Moderately Influenced
4. The restaurant’s business hours are convenient for my schedule.
3.32
Highly Influenced
5. The restaurant's signage is visible and easy to identify from a distance.
3.18
Moderately Influenced
Aggregate Mean
3.28
Highly Influenced
In Table 4, the overall score for accessibility factors is an aggregate mean of 3.28, indicating that accessibility is
a highly influential factor in customers’ decisions to choose casual dining restaurants. When a restaurant is
conveniently located and easy to get to, it makes dining out more enjoyable and hassle-free, encouraging
customers to return frequently.
Among the accessibility factors, the highly influential aspect is the restaurant is situated near main roads, public
transportation, or central spots, with a mean score of 3.44. This shows that customers really value being able to
get to the restaurant easily, whether they’re driving, taking a bus, or walking from nearby areas.
The second highly influential factor is that the restaurant is easy to locate and find using maps or directions,
scoring 3.34. In today’s digital age, people rely heavily on navigation apps and clear directions, so being easy to
find online or on the ground is a big plus that encourages visits.
On the other hand, the lowest-rated factor is the there are adequate parking spaces available for customers, with
a mean of 3.12, which is moderately influenced. While parking matters, it seems that customers may be willing
to overlook limited parking if other aspects of accessibility are convenient.
These results highlight how being easy to find and well-connected to transportation hubs plays a key role in
attracting customers, while parking, though important, might not be a deal-breaker for everyone.
The finding is supported by the Theory of Planned Behavior by Icek Ajzen (1991). This theory suggests that
people’s intentions to perform a behavior, like choosing a restaurant, are influenced by how easy or difficult they
perceive the action to be. If a restaurant is easy to get to, clearly visible, and fits well with a customer’s schedule,
they’re more likely to decide to visit. So, making a restaurant accessible not only removes barriers but also
increases the chances that customers will follow through and choose that place for their next meal.
Level of Influence of the Factors that Contribute to the Patronage of the Customers in Casual Dining in
Terms of Price
Price is a major factor that influences where people decide to eat, especially in casual dining. Customers want to
feel that they’re getting good value for their money, not just in terms of the food itself, but the overall experience
too. When prices are fair and match the quality and service offered, diners feel more satisfied and are more likely
to return. Understanding how price impacts customer choices helps restaurants find the right balance between
affordability and quality to keep their guests happy.
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Table 5 presents the results showing how price factors influence customers when choosing casual dining
restaurants. It gives us a clear picture of how important pricing is in attracting diners and encouraging them to
come back.
Table 5 Level of Influence of the Factors that Contribute to the Patronage of the Customers in Casual
Dining in Terms of Price
Indicator
Mean
Influenced Level
1. The prices of food and beverages are reasonable for the quality offered.
3.34
Highly Influenced
2. The restaurant offers good value for money.
3.22
Moderately Influenced
3. There are affordable meal options for different budget levels.
3.22
Moderately Influenced
4. Portion sizes are fair for the price paid.
3.28
Highly Influenced
5. Promotions, discounts, or combo meals make dining more budget-
friendly.
3.36
Highly Influenced
Aggregate Mean
3.28
Highly Influenced
In Table 5, the overall score for price-related factors is an aggregate mean of 3.28, indicating that price is a highly
influential factor in customers’ decisions to choose casual dining restaurants. This shows that fair and reasonable
pricing plays a big role in making customers feel comfortable and valued, encouraging them to keep coming
back.
Among the price factors, the highly influenced is that promotions, discounts, or combo meals make dining more
budget-friendly, with a mean score of 3.36. This shows that customers really appreciate special deals and offers,
which make their dining experience feel like a smart, affordable choice.
The second is still highly influential, as the prices of food and beverages are reasonable for the quality offered
at 3.34. This highlights that diners want to feel they’re getting good value, not just in terms of how much they
pay, but also in the quality and amount of food they receive.
On the other hand, the lowest-rated factors, though still important, are that the restaurant offers good value for
money and there are affordable meal options for different budget levels, both scoring 3.22, interpreted as
moderately influenced. While these remain influential, they seem slightly less of a priority compared to specific
promotions and the balance of price with quality and portion size.
These results tell us that customers are drawn to casual dining restaurants that offer smart deals, fair prices, and
satisfying portions, helping them feel confident and happy with their dining choices.
The finding is supported by the Prospect Theory by Daniel Kahneman and Amos Tversky (1979). This theory
explains that people don’t just look at the actual cost of something; they also weigh the perceived value and
potential gains or losses. So, when customers see promotions, discounts, or combo meals, they feel like they’re
getting more value for their money, which makes them happier and more likely to return. This shows why
offering smart deals and fair pricing is so important in attracting and keeping casual dining customers.
Level of Influence of the Factors that Contribute to the Patronage of the Customers in Casual Dining in
Terms of Facilities and Amenities
When choosing where to dine out, people often consider more than just the food. For many, the overall
experience, shaped by the restaurant’s facilities and amenities, plays a big role in whether they decide to come
back or recommend the place to others. Comfortable seating, clean restrooms, good lighting, parking availability,
and even Wi-Fi access can significantly influence a customer's decision to patronize a casual dining restaurant.
This section explores how much these factors truly matter to diners, and to what extent they impact their overall
satisfaction and loyalty to casual dining establishments.
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The results in Table 6 show that facilities and amenities play a significant role in attracting customers to casual
dining restaurants. Diners place high importance on clean and well-maintained spaces, comfortable seating,
accessible restrooms, and convenient parking, factors that directly impact their overall dining experience. These
elements, though sometimes overlooked, can greatly influence whether a customer chooses to return or
recommend the place to others. Even seemingly minor features like good lighting, background music, or Wi-Fi
add value to the experience by creating a more inviting and enjoyable atmosphere. The findings highlight that
while food remains the core attraction, the quality of a restaurant’s facilities and amenities can strongly shape
customer satisfaction and loyalty.
Table 6 Level of Influence of the Factors that Contribute to the Patronage of the Customers in Casual
Dining in Facilities and Amenities
Indicators
Mean
Influenced Level
1. The restaurant has clean and well-maintained dining areas.
3.36
Highly Influenced
2. Restroom facilities are clean, accessible, and adequately supplied.
3.24
Moderately Influenced
3. The restaurant provides comfortable seating and appropriate table
arrangements.
3.28
Highly Influenced
4. There is reliable internet access (Wi-Fi) available for customers.
3.10
Moderately Influenced
5. Additional amenities (e.g., air-conditioning, background music,
charging stations) enhance the dining experience.
3.24
Moderately Influenced
Aggregate Mean
3.24
Moderately Influenced
The aggregate mean of 3.24, which falls under the moderately influenced category, suggests that while facilities
and amenities are important to customers, they are not the most critical factors influencing their decision to dine
at a casual restaurant. In simpler terms, diners do pay attention to factors like cleanliness, comfort, and
convenience, but these elements play a supporting role rather than being the main reason they choose a particular
place. This means that although a well-maintained environment can enhance the dining experience, it likely
works best when paired with other key elements, such as good food and quality service.
Among all the factors assessed, the restaurant's clean and well-maintained dining area stood out as most
influential, with a mean score of 3.36, categorized as highly influenced. This shows that customers place great
importance on dining in a clean and well-kept environment. A tidy and pleasant space not only enhances comfort
but also creates a sense of trust in the restaurant’s overall hygiene standards. It sets the tone for the entire dining
experience and can strongly impact whether a customer chooses to return.
Following closely is the restaurant provides comfortable seating and appropriate table arrangements, receiving
a mean of 3.28, also marked as highly influenced. This indicates that how the restaurant is physically laid out
plays a key role in the customer experience. When guests are seated comfortably and the space feels welcoming
and spacious, it allows them to relax and enjoy their meals more fully. These physical elements may seem simple,
but they greatly contribute to the overall ambiance and satisfaction of diners.
On the other hand, there is reliable internet access (Wi-Fi) available for customers, which received the lowest
rating among the indicators, with a mean score of 3.10, indicating a moderately influenced. While access to
reliable internet can still be a nice bonus, especially for younger customers or those dining alone, it’s clearly not
a top priority for most guests. The finding highlights that when it comes to casual dining, people are more focused
on the food, comfort, and cleanliness than on being digitally connected during their visit.
This finding is supported by the Servicescape Theory of Bitner (1992), which emphasizes how the physical
environment of a service setting, such as layout, cleanliness, lighting, and ambient conditions, can significantly
influence customer behavior and satisfaction. According to this theory, the “servicescape” creates an emotional
response in customers, which affects how they perceive the overall quality of the service. In simpler terms, if a
restaurant looks clean, feels comfortable, and provides a pleasant atmosphere, customers are more likely to feel
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good about their experience and return in the future. This theory helps explain why elements like clean dining
areas and comfortable seating are so influential in shaping customer decisions, even beyond the food itself.
Level of Influence of the Factors that Contribute to the Patronage of the Customers in Casual Dining in
Terms of Value for Money
In today’s fast-paced world, casual dining restaurants have become a go-to choice for many people seeking a
balance between good food, comfort, and affordability. As customers become more mindful of how and where
they spend their money, the concept of "value for money" plays a bigger role in deciding which restaurant to
dine in. This study aims to understand what really matters to customers when they choose a casual dining spot,
is it the price, the portion sizes, the quality of food, the ambiance, or the overall experience? By identifying the
key factors that influence patronage and how strongly they impact the perception of value for money, this study
hopes to provide insights that can help restaurants better meet the expectations of their customers.
Table 7 presents the results on the level of influence of various factors that contribute to customers’ patronage of
casual dining restaurants in terms of value for money.
Table 7 Level of Influence of the Factors that Contribute to the Patronage of the Customers in Casual
Dining in Terms of Value for Money
Indicator
Mean
Influenced Level
1. The quality of food and service justifies the price paid.
3.34
Highly Influenced
2. I feel satisfied with the overall dining experience for the amount spent.
3.30
Highly Influenced
3. Meal portions are generous relative to their cost.
3.32
Highly Influenced
4. The restaurant offers a fair balance between price and menu variety.
3.32
Highly Influenced
5. The restaurant is a good choice for affordable, quality dining.
3.26
Highly Influenced
Aggregate Mean
3.31
Highly Influenced
The overall aggregate mean of 3.31 indicates that customers are highly influenced by the various factors that
contribute to their perception of value for money in casual dining restaurants. This shows that diners don’t just
consider the price alone, but also take into account the quality of food, service, ambiance, and other elements
when deciding where to eat. A rating of highly Influenced reflects that these factors play a significant role in
shaping customer decisions, highlighting the importance for restaurants to maintain a well-rounded dining
experience that justifies the cost in the eyes of their patrons.
Among the factors contributing to value for money in casual dining restaurants, the quality of food and service
justifies the price paid, receiving the highest mean score of 3.34, indicating that customers are highly influenced
when they feel the quality of both the food and service matches what they are paying for. This shows that people
are willing to spend a bit more if the overall experience meets or exceeds their expectations.
Closely following is the perception that meal portions are generous relative to their cost, and the restaurant offers
a fair balance between price and menu variety, with a mean of 3.32 interpreted as highly influenced. The results
show that diners value getting not just quality, but also quantity and variety for what they pay, reinforcing the
idea that customers see value as a combination of factors rather than just price alone.
On the other hand, the lowest indicator, though still rated as highly influenced, is that the restaurant is a good
choice for affordable, quality dining, with a mean of 3.26. While still significant, this slightly lower score may
indicate that while affordability is appreciated, customers place more weight on the actual dining experience and
whether it feels worth the price, rather than simply labeling a restaurant as affordable.
The finding is supported by the Theory of Perceived Value by Zeithaml (1988), which emphasized that value is
not determined by price alone, but by the overall trade-off between what a customer gives (money, time, effort)
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and what they receive (product and service quality). Customers are looking for an experience that feels
worthwhile, not just cheap.
Level of Influence of the Factors that Contribute to the Patronage of the Customers in Casual Dining in
Terms of Marketing
In today’s competitive dining industry, marketing plays a crucial role in attracting and retaining customers at
casual dining restaurants. Beyond just serving good food, how a restaurant promotes itself, through advertising,
social media, promotions, and customer engagement, can significantly influence whether people choose to dine
there. This study determines which marketing factors have the strongest impact on customer patronage, helping
restaurants understand what draws diners in and keeps them coming back.
Table 8 shows how different marketing factors influence customers’ decisions to patronize casual dining
restaurants. The results highlight which promotional strategies and marketing efforts resonate most with diners,
providing insight into what drives their loyalty and choice.
Table 8 Level of Influence of the Factors that Contribute to the Patronage of the Customers in Casual
Dining in Terms of Marketing
Indicator
Mean
Influenced Level
1. I became aware of the restaurant through its online or social media
presence.
3.10
Moderately Influenced
2. Promotional advertisements (e.g., flyers, online ads, posters) influence
my decision to dine at the restaurant.
2.80
Moderately Influenced
3. Word-of-mouth or customer reviews affect my choice to visit the
restaurant.
3.22
Moderately Influenced
4. The restaurant’s participation in local events or promotions increases
my interest.
3.02
Moderately Influenced
5. Loyalty programs or reward systems encourage me to return to the
restaurant.
3.18
Moderately Influenced
Aggregate Mean
3.06
Moderately Influenced
The overall aggregate mean of 3.06 indicates that marketing factors have a moderate influence on customers’
decisions to visit casual dining restaurants. While marketing efforts do play a role in attracting diners, they are
not the sole or strongest drivers of patronage. This indicates that although promotions, advertising, and other
marketing strategies matter, customers also rely on other aspects, such as food quality and service, when choosing
where to eat.
Among the marketing factors influencing casual dining restaurant patronage, word-of-mouth or customer
reviews affect my choice to visit the restaurant, scoring the highest indicator with a mean of 3.22, interpreted as
moderately influenced, showing that personal recommendations and online feedback play a strong role in
attracting diners. This means that customers trust the experiences of others when deciding where to eat.
Following closely is the impact of loyalty programs or reward systems encourage me to return to the restaurant,
with a mean of 3.18, interpreted as moderately influenced. This indicates that customers appreciate being
rewarded for their repeat visits, which encourages them to come back to their favorite restaurants.
On the other hand, the lowest-rated factor is promotional advertisements (e.g., flyers, online ads, posters)
influence my decision to dine at the restaurant, with a mean of 2.80. While still moderately influential, this means
that traditional advertising methods may not be as effective as personal recommendations or loyalty incentives
in driving customer decisions.
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These findings align with the Social Influence Theory by Kelman (1958), which explains that people’s behaviors
and decisions are often shaped by the opinions and actions of others, making word-of-mouth a powerful
marketing tool. It highlights why recommendations from friends or online reviews can carry more weight than
standard advertisements.
Level of Influence of the Factors that Contribute to the Patronage of the Customers in Casual Dining in
Terms of Ambiance
The atmosphere of a casual dining restaurant, its ambiance, plays a key role in shaping customers’ dining
experiences. From lighting and music to décor and overall comfort, these elements can make a meal more
enjoyable and memorable. This study looks into how much ambiance influences customers’ decisions to choose
and keep coming back to casual dining spots, helping restaurants understand the importance of creating the right
vibe to attract patrons.
Table 9 presents the results on how different aspects of ambiance influence customers’ decisions to patronize
casual dining restaurants. The findings reveal which elements of the restaurant’s atmosphere, such as lighting,
music, décor, and comfort, play the biggest role in attracting and retaining diners.
Table 9 Level of Influence of the Factors that Contribute to the Patronage of the Customers in Casual
Dining in Terms of Ambiance
Indicator
Mean
Influenced Level
1. The restaurant has a pleasant and comfortable interior design.
3.36
Highly Influenced
2. The lighting and temperature create a relaxing dining environment.
3.46
Highly Influenced
3. Background music enhances the overall dining experience.
3.22
Moderately Influenced
4. The cleanliness and overall atmosphere of the restaurant are appealing.
3.36
Highly Influenced
5. The restaurant’s ambiance matches the type of dining experience I
expect (e.g., casual, family-friendly, romantic).
3.26
Highly Influenced
Aggregate Mean
3.33
Highly Influenced
The overall aggregate mean of 3.33 shows that ambiance has a strong or highly influential effect on customers’
decisions to dine at casual restaurants. This means that factors like the lighting, music, décor, and overall
atmosphere greatly enhance the dining experience and play a big role in attracting and keeping customers coming
back. It highlights how important the vibe and environment are, not just the food, in making a restaurant a favorite
spot.
Among the factors related to ambiance, the lighting and temperature create a relaxing dining environment,
scoring the highest with a mean of 3.46, interpreted as highly influenced, indicating that customers feel these
elements play a crucial role in creating a relaxing and comfortable dining environment. This means that the right
lighting and temperature can significantly enhance the overall experience, making guests feel more at ease.
Closely following are the restaurant has a pleasant and comfortable interior design, and the cleanliness and
overall atmosphere of the restaurant are appealing, both with a mean of 3.36, also rated as highly influential.
These results show that diners value not only how a restaurant looks and feels but also how clean and welcoming
it is, reinforcing the idea that a well-maintained space contributes greatly to customer satisfaction.
On the lower end, though still influential, the background music enhances the overall dining experience, with a
mean of 3.22, and is rated as moderately influential. While music is appreciated and does add to the ambiance,
it appears to be slightly less important compared to physical comfort and cleanliness when customers decide
where to dine.
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The finding is supported by the Servicescape Theory by Bitner (1992), which emphasizes that the physical
environment, including factors like lighting, temperature, and cleanliness, significantly affects customers’
emotions and behaviors. According to this theory, a thoughtfully designed and comfortable atmosphere can
positively influence customer satisfaction and their decision to return.
Level of Influence of the Factors that Contribute to the Patronage of the Customers in Casual Dining in
Terms of Service
When it comes to choosing a casual dining restaurant, the quality of service often makes a big difference. Friendly
staff, quick responses, and attentive care can turn a simple meal into a memorable experience. This study
determines how much service influences customers’ decisions to visit and keep coming back to casual dining
restaurants, highlighting the importance of good service in building customer loyalty.
Table 10 presents the results on the level of influence of service-related factors that contribute to customers’
patronage of casual dining restaurants. The findings reveal how aspects like staff friendliness, responsiveness,
and overall service quality impact diners’ decisions to choose and return to these establishments.
Table 10 Level of Influence of the Factors that Contribute to the Patronage of the Customers in Casual
Dining in Terms of Service
Indicator
Mean
Influenced Level
1. Staff are courteous, respectful, and attentive to customer needs.
3.34
Highly Influenced
2. Orders are taken and served promptly and accurately.
3.32
Highly Influenced
3. Employees are knowledgeable about the menu and able to provide
helpful recommendations.
3.24
Moderately Influenced
4. The staff handles customer concerns or complaints professionally.
3.28
Highly Influenced
5. Consistent quality of service is maintained during every visit.
3.28
Highly Influenced
Aggregate Mean
3.29
Highly Influenced
The overall aggregate mean of 3.29 shows that service plays a highly influential role in customers’ decisions to
dine at casual restaurants. Friendly, attentive, and efficient service greatly enhances the dining experience,
making guests feel valued and more likely to return. This highlights how important good service is, not just the
food itself, in building customer loyalty and satisfaction.
Among the service-related factors, the highest-rated item is that staff are courteous, respectful, and attentive to
customer needs, with a mean score of 3.34, indicating a high influence on customers' dining decisions. This
shows that people deeply value being treated with kindness and respect during their visit, which helps create a
welcoming atmosphere and leaves a lasting positive impression.
Following closely is that orders are taken and served promptly and accurately, which scored 3.32 and is also
highly influential. This means that efficiency and accuracy in service are essential to a satisfying dining
experience. When customers get their food on time and as ordered, it builds trust and confidence in the restaurant.
The lowest-rated factor, although still important, is that employees are knowledgeable about the menu and able
to provide helpful recommendations, with a mean of 3.24, rated as moderately influential. While customers
appreciate staff who can guide them through the menu, it appears to matter slightly less than basic courtesy and
efficiency. It may indicate that while helpfulness is appreciated, it’s the human connection and smooth service
that matter most.
The finding is supported by the SERVQUAL Model by Parasuraman, Zeithaml, and Berry (1988), which
identifies key dimensions of service quality, including responsiveness, assurance, and empathy, as major factors
that shape customer perceptions. According to the theory, positive interactions with staff and consistent service
experiences are crucial in influencing customer satisfaction and loyalty.
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Summary of the Level of Influence of the Factors that Contribute to the Patronage of the Customers in
Casual Dining
To better understand what drives customers to choose and return to casual dining restaurants, this summary
brings together the key findings from various factors, such as variety of options, accessibility, price, facilities
and amenities, value for money, marketing, ambiance, and service. By looking at how each area influences
customer decisions, the results offer a clearer picture of what truly matters to diners when it comes to their overall
restaurant experience.
Table 11 presents a summary of the overall level of influence of the different factors that affect why customers
choose to dine at casual restaurants. It brings together key areas, such as variety of options, accessibility, price,
facilities and amenities, value for money, marketing, ambiance, and service, to show which aspects matter most
to diners. This summary helps highlight what customers truly look for in a casual dining experience and which
factors have the strongest impact on their decision to return.
Table 11 Summary of the Level of Influence of the Factors that Contribute to the Patronage of the
Customers in Casual Dining
Indicator
Mean
Interpretation
1. Variety of Options
3.41
Highly Influenced
2. Accessibility
3.28
Highly Influenced
3. Price
3.28
Highly Influenced
4. Facilities and Amenities
3.24
Moderately Influenced
5. Value for Money
3.31
Highly Influenced
6. Marketing
3.06
Moderately Influenced
7. Ambiance
3.33
Highly Influenced
8. Service
3.29
Highly Influenced
Overall Mean
3.38
Highly Influenced
The overall mean of 3.38 shows that customers are highly influenced by the combined factors of variety of
options, accessibility, price, facilities and amenities, value for money, marketing, ambiance, and service when
deciding to dine at casual restaurants. This means that diners don’t base their choice on just one aspect; it’s the
full experience that matters. From the quality of food and service to the atmosphere and how the restaurant
connects with them through marketing, all these elements work together to shape their overall satisfaction and
likelihood to return.
Among all the factors influencing customer patronage of casual dining restaurants, variety of options stands out
as the most influential, with a mean score of 3.41, interpreted as highly influential, indicating that customers
deeply value having a wide selection of food and menu choices to match their preferences.
Following closely is ambiance, with a mean of 3.33, interpreted as highly influenced, highlighting the importance
of a pleasant, comfortable, and well-designed environment in creating a satisfying dining experience.
On the other hand, the lowest-rated factor is marketing, with a mean of 3.06, showing only a moderate influence.
This means that while marketing efforts like advertisements and promotions can help raise awareness, they aren’t
as impactful as the actual in-restaurant experience, such as variety, ambiance, and service, when it comes to
winning over and retaining customers.
In conclusion, the findings show that customers choose casual dining restaurants based on a combination of
meaningful factors, especially variety, ambiance, value for money, and service. While marketing plays a role in
attracting attention, it’s the overall dining experience that truly leaves a lasting impression. This highlights the
importance of restaurants not just to promote themselves, but to consistently deliver quality food, create a
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welcoming atmosphere, and provide attentive service that meets customers' expectations. When people feel
they’re getting a well-rounded, satisfying experience, they’re much more likely to come back.
The finding is supported by Hierarchy of Needs by Maslow (1943), which emphasize that once basic needs like
food and comfort are met, people seek experiences that offer satisfaction, variety, and emotional connection. In
the case of dining, this means customers are more influenced by how the restaurant meets their personal and
emotional expectations than by promotional messaging alone.
Significant Relationship Between the Profile of the Respondents and the Level of Influence of the Factors
that Contribute to the Patronage of the Customers in Casual Dining
This section determines whether different aspects of the customers’ profiles, such as their age, gender, or dining
habits, have any meaningful connection to how much the various factors influence their decision to dine at casual
restaurants. These relationships can help restaurants tailor their offerings and marketing to better meet the needs
of different types of customers.
Significant Relationship Between the Profile of the Respondents and the Level of Influence of the Factors
that Contribute to the Patronage of the Customers in Casual Dining Restaurants vs. Age Groups
Table 12 presents the analysis of whether there’s a significant relationship between the respondents’ profiles,
such as age group and how strongly different factors influence their choice of casual dining restaurants. The
reliability of the data was confirmed through a Cronbach’s alpha test, indicating that the survey responses were
consistently measuring what they intended to. Meanwhile, the p-values from the statistical tests helped identify
which relationships were truly significant, meaning that certain profile traits do affect how customers perceive
factors like variety of options, accessibility, price, facilities and amenities, value for money, marketing, ambiance,
and service. This insight is valuable for restaurants aiming to tailor their approach to better connect with different
customer groups.
Table 12 Significant Relationship Between the Profile of the Respondents and the Level of Influence of the
Factors that Contribute to the Patronage of the Customers in Casual Dining vs. Age Groups
The Chi-square analysis shows that for most factors influencing casual dining choices, age doesn’t make much
of a difference; people across all age groups generally value things like variety, price, ambiance, and service
similarly. However, there are two exceptions worth noting. Facilities and amenities seem especially important to
the 25–34 age group, while marketing efforts resonate more with those aged 45–54. These differences indicate
that younger diners might be looking for extra comforts or conveniences when choosing a restaurant, whereas
middle-aged customers respond more to how restaurants promote themselves. Though many key factors remain
equally important regardless of age, highlighting common expectations across generations.
Casual Dining Patronage vs.
Age Groups
n
Chi-Square
Value
df
p-Value
Decision Ho
Interpretation
a. Variety of Options
50
4.939
3
0.176
Failed to Reject
Not Significant
b. Accessibility
50
0.059
3
0.996
Failed to Reject
Not Significant
c. Price
50
3.944
3
0.268
Failed to Reject
Not Significant
d. Facilities & Amenities
50
7.826
3
0.050
Reject Ho
Significant
e. Value for Money
50
5.537
6
0.447
Failed to Reject
Not Significant
f. Marketing
50
13.841
6
0.031
Reject Ho
Significant
g. Ambiance
50
3.447
3
0.328
Failed to Reject
Not Significant
h. Service
50
2.012
3
0.570
Failed to Reject
Not Significant
*significant @ = 0.05 level
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The finding is supported by the Generation Theory by Strauss & Howe (1991), which suggests that different age
groups develop unique preferences and behaviors based on their life experiences and social environments.
Younger adults often seek convenience and comfort, while older groups may respond more to marketing
messages that connect with their values and lifestyle. Despite these differences, many core expectations about
dining remain consistent across ages, showing common ground in what customers want from casual dining.
Significant Relationship Between the Profile of the Respondents and the Level of Influence of the Factors
that Contribute to the Patronage of the Customers in Casual Dining vs. Gender
When looking at gender, the analysis reveals that most factors influencing casual dining decisions do not
significantly differ between male and female respondents. This means that regardless of gender, people tend to
value things like price, service, ambiance, and variety in similar ways when choosing where to dine. However,
if any slight variations were observed, they weren’t statistically strong enough to suggest a meaningful
difference. These findings highlight that dining preferences are largely shared across genders, reinforcing the
idea that casual dining restaurants can appeal broadly without needing to heavily tailor their approach based on
gender alone.
Table 13 presents the results of the analysis examining whether gender plays a significant role in how different
factors influence customers’ decisions to patronize casual dining restaurants. The comparison explores whether
male and female diners value aspects such as price, service, ambiance, marketing, and overall experience
differently, helping to determine if gender-based preferences affect dining choices.
Table 13 Significant Relationship Between the Profile of the Respondents and the Level of Influence of the
Factors that Contribute to the Patronage of the Customers in Casual Dining vs. Gender
Casual Dining Patronage
vs. Gender
n
Chi-Square Value
df
p-Value
Decision Ho
Interpretation
a. Variety of Options
50
0.469
1
0.493
Failed to reject
Not Significant
b. Accessibility
50
0.002
1
0.963
Failed to reject
Not Significant
c. Price
50
0.363
1
0.547
Failed to reject
Not Significant
d. Facilities & Amenities
50
0.123
1
0.726
Failed to reject
Not Significant
e. Value for Money
50
1.89
2
0.389
Failed to reject
Not Significant
f. Marketing
50
2.241
2
0.326
Failed to reject
Not Significant
g. Ambiance
50
0.911
1
0.340
Failed to reject
Not Significant
h. Service
50
2.68
1
0.102
Failed to reject
Not Significant
*significant @ = 0.05 level
Significant Relationship Between the Profile of the Respondents and the Level of Influence of the Factors
that Contribute to the Patronage of the Customers in Casual Dining vs. Civil Status
This section examines whether civil status has a significant relationship with how customers perceive the
importance of various factors when choosing casual dining restaurants. By comparing responses from individuals
who are single, married, or in other civil status categories, the analysis explores whether personal relationship
status affects preferences for things like value for money, ambiance, service, or marketing. The results help
determine if dining choices are influenced by whether someone typically dines alone, with a partner, or as part
of a family or group.
Table 14 presents the results of the analysis on the significant relationship between respondents’ civil status and
the factors that influence their patronage of casual dining restaurants. The goal is to see whether being single,
married, or in another relationship status affects how much importance customers place on elements like food
variety, service, ambiance, value for money, and marketing. This analysis helps uncover whether dining
preferences shift depending on personal and social circumstances related to civil status.
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Table 14 Significant Relationship Between the Profile of the Respondents and the Level of Influence of the
Factors that Contribute to the Patronage of the Customers in Casual Dining vs. Civil Status
Casual Dining Patronage vs.
Civil Status
n
Chi-Square
Value
df
p-Value
Decision Ho
Interpretation
a. Variety of Options
50
1.672
1
0.196
Failed to reject
Not Significant
b. Accessibility
50
0.063
1
0.802
Failed to reject
Not Significant
c. Price
50
0.927
1
0.336
Failed to reject
Not Significant
d. Facilities & Amenities
50
0.487
1
0.485
Failed to reject
Not Significant
e. Value for Money
50
1.211
2
0.546
Failed to reject
Not Significant
f. Marketing
50
3.425
2
0.18
Failed to reject
Not Significant
g. Ambiance
50
0.005
1
0.945
Failed to reject
Not Significant
h. Service
50
0.192
1
0.661
Failed to reject
Not Significant
*significant @ = 0.05 level
The Chi-square analysis in Table 14 reveals that civil status does not significantly influence any of the factors
related to casual dining restaurant patronage. All the computed p-values were above the 0.05 threshold, which
means there's no strong evidence to suggest that being single, married, or in another relationship status changes
how customers perceive key factors like variety of options, price, service, ambiance, or marketing. In simple
terms, both single and married respondents appear to share similar dining preferences and behaviors, suggesting
that civil status doesn't play a major role in shaping where or why people choose to dine in casual restaurants.
Significant Relationship Between the Profile of the Respondents and the Level of Influence of the Factors
that Contribute to the Patronage of the Customers in Casual Dining vs. Educational Attainment
This part of the study looks into whether a person’s educational background affects how much different factors
influence their choice of casual dining restaurants. By comparing responses from individuals with varying levels
of education, such as high school graduates, college degree holders, and those with postgraduate studies, the
analysis seeks to understand if education shapes preferences around price, service, ambiance, marketing, and
overall dining experience. Knowing this can help restaurants better cater to the expectations of diners from
diverse educational backgrounds.
Table 15 presents the results of the analysis examining the significant relationship between respondents’
educational attainment and the level of influence of various factors on their decision to patronize casual dining
restaurants. This analysis helps identify whether education level, ranging from high school to postgraduate
studies, affects how diners value elements like price, service, ambiance, marketing, and overall dining
experience.
Table 15 Significant Relationship Between the Profile of the Respondents and the Level of Influence of the
Factors that Contribute to the Patronage of the Customers in Casual Dining vs. Educational Attainment
Casual Dining Patronage vs.
Educational Attainment
n
Chi-Square
Value
df
p-Value
Decision Ho
Interpretation
a. Variety of Options
50
1.219
3
0.749
Failed to reject
Not Significant
b. Accessibility
50
4.751
3
0.191
Failed to reject
Not Significant
c. Price
50
1.286
3
0.732
Failed to reject
Not Significant
d. Facilities & Amenities
50
3.527
3
0.317
Failed to reject
Not Significant
e. Value for Money
50
2.416
6
0.878
Failed to reject
Not Significant
f. Marketing
50
12.312
6
0.050
Reject Ho
Significant
g. Ambiance
50
0.663
3
0.882
Failed to reject
Not Significant
h. Service
50
12.009
3
0.007
Reject Ho
Significant
*significant @ = 0.05 level
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In Table 15, the Chi-square analysis shows that educational attainment has a significant impact on two key factors
influencing casual dining patronage: Marketing (p = 0.050) and Service (p = 0.007). Specifically, respondents
with a Bachelor’s Degree are more influenced by promotional efforts and place greater importance on the quality
of service they receive. This indicates that individuals with higher education levels tend to be more discerning
when it comes to how restaurants market themselves and how well staff meet their expectations. Meanwhile,
other factors like variety of options, accessibility, price, facilities, value for money, and ambiance don’t show
significant differences across education levels. Overall, this means that although most dining preferences are
quite similar regardless of education, restaurants might find that focusing on effective marketing and excellent
service particularly appeals to customers with higher education backgrounds.
This finding aligns with the Elaboration Likelihood Model by Petty & Cacioppo (1986), which explains that
people with higher education are more likely to process information deeply and critically, making them more
responsive to marketing messages and service quality. Meanwhile, other factors like variety of options,
accessibility, price, facilities, value for money, and ambiance don’t show significant differences across education
levels. This means that although most dining preferences are quite similar regardless of education, restaurants
might find that focusing on effective marketing and excellent service particularly appeals to customers with
higher education backgrounds.
Significant Relationship Between the Profile of the Respondents and the Level of Influence of the Factors
that Contribute to the Patronage of the Customers in Casual Dining vs. Occupation
This section determines whether a customer’s occupation has any significant effect on how they view the factors
that influence their decision to dine at casual restaurants. By comparing responses from individuals across
different professions, such as students, professionals, or service workers, the analysis looks at whether
occupation shapes preferences for aspects like price, service, ambiance, marketing, or overall value.
Understanding these patterns can help restaurants better tailor their approach to suit the lifestyle and expectations
of various working groups.
Table 16 presents the results of the analysis on the significant relationship between respondents’ occupation and
the level of influence of the factors that contribute to their patronage of casual dining restaurants. This table helps
determine whether people in different types of jobs, such as students, professionals, or service workers, value
certain aspects of the dining experience differently, including factors like price, ambiance, service, and
marketing. The goal is to see if occupation influences how people choose where and how they dine in casual
settings.
Table 16 Significant Relationship Between the Profile of the Respondents and the Level of Influence of the
Factors that Contribute to the Patronage of the Customers in Casual Dining vs. Occupation
Casual Dining Patronage vs.
Occupation
n
Chi-Square
Value
df
p-Value
Decision Ho
Interpretation
a. Variety of Options
50
6.793
4
0.147
Failed to reject
Not Significant
b. Accessibility
50
1.909
4
0.753
Failed to reject
Not Significant
c. Price
50
2.579
4
0.631
Failed to reject
Not Significant
d. Facilities & Amenities
50
3.297
4
0.509
Failed to reject
Not Significant
e. Value for Money
50
15.353
8
0.053
Reject Ho
Significant
f. Marketing
50
6.475
8
0.594
Failed to reject
Not Significant
g. Ambiance
50
6.167
4
0.187
Failed to reject
Not Significant
h. Service
50
4.075
4
0.396
Failed to reject
Not Significant
*significant @ = 0.05 level
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The Chi-square analysis in Table 15 reveals that occupation has a significant influence on only one factor when
it comes to casual dining patronage: Value for Money, with a p-value of 0.053, which sits right at the threshold
of statistical significance. This means that individuals who are private employees or self-employed tend to be
more mindful about whether what they’re paying for truly matches the quality and experience they receive. On
the other hand, all other factors, such as variety of options, accessibility, price, ambiance, marketing, and service,
do not show any significant difference across different job types. This suggests that while people from various
occupations may share similar dining preferences overall, those managing their own income or working in the
private sector may be more focused on getting good value for what they spend.
The finding is supported by the Consumer Value Theory by Zeithaml (1988), which explains that people evaluate
products or services based on what they give up (cost) versus what they gain (benefits). For working individuals,
especially those managing their own budgets, this perceived value becomes a key driver in decision-making.
Meanwhile, the other factors, such as price, ambiance, service, and marketing, did not show significant
differences across occupations, indicating that most dining preferences remain consistent regardless of one’s job
type, except when it comes to getting the most out of their money.
SUMMARY, FINDINGS, CONCLUSION, AND RECOMMENDATIONS
This chapter provides a summary of the study on the factors influencing patronage in casual dining restaurants.
It highlights the key findings derived from the data analysis, draws meaningful conclusions based on these
results, and offers practical recommendations aimed at helping casual dining establishments improve their appeal
and better meet customer expectations.
Summary
This study aimed to assess the factors influencing the patronage of the customers in casual dining restaurants in
Dumaguete City, Philippines. The findings of this study served as the basis for a proposed action plan.
Specifically, this study sought to answer the following questions:
What is the profile of the respondents in terms of:
1.6 age;
1.7 gender;
1.8 civil status,
1.9 educational attainment; and
1.10 occupation?
What is the level of influence of the factors that contribute to the patronage of the customers in casual dining in
terms of:
2.9 variety of options;
2.10 accessibility;
2.11 price;
2.12 facilities and amenities;
2.13 value for money;
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2.14 marketing;
2.15 ambiance; and
2.16 service?
3. Is there a significant relationship between the profile of the respondents and the level of influence of the factors
that contribute to the patronage of the customers in casual dining?
4. Based on the findings of the study, what action plan may be proposed?
This study focused on understanding what influences customers to choose casual dining restaurants in
Dumaguete City, Philippines. It looked into who the customers are, their age, gender, civil status, education, and
occupation, and how different factors like menu variety, accessibility, price, facilities, value for money,
marketing, ambiance, and service affect their dining choices. The study also explored whether these preferences
are connected to customers’ backgrounds. Finally, based on the findings, the study aimed to create a practical
framework to help casual dining restaurants attract and retain more customers.
FINDINGS
These findings provide valuable insight into the current state of customer patronage in casual dining restaurants
in Dumaguete City, highlighting both the strengths and the areas that need improvement, particularly in
marketing efforts and the perceived value for money among different customer groups. The following findings
of this study were drawn:
1. The majority of the respondents were young adults aged 25 to 34 years old, predominantly female, single,
held a bachelor’s degree, and were employed in the private sector.
2. The level of influence of the factors that contribute to casual dining restaurants' patronage showed that
variety of options, accessibility, price, value for money, ambiance, and service were all rated as Highly
Influenced by the respondents, except for facilities and amenities, and marketing were only Moderately
Influenced.
3. The result revealed no significant difference between the profiles of the respondents in terms of gender
and civil status, and the level of influence of the factors that contribute to casual dining restaurants'
patronage.
4. The results show that age, educational attainment, and occupation do have a significant influence on how
certain factors affect casual dining patronage. Specifically, age was linked to differences in how
respondents viewed facilities and amenities, value for money, and marketing. Educational attainment
showed a significant relationship with marketing, ambiance, and service, indicating that those with higher
education levels may be more selective in these areas. Lastly, occupation influenced perceptions of value
for money, indicating how people earn and manage their income plays a role in how they evaluate their
dining experiences.
CONCLUSIONS
The study concludes that key factors such as food variety, accessibility, price, ambiance, service, and value for
money strongly influence customers' patronage of casual dining restaurants. While facilities and marketing are
moderately influential, they still contribute to customer decisions. Differences in preferences were noted based
on age, education, and occupation, while gender and civil status showed no significant impact. Offering quality
service, diverse menu options, and good value remains essential to attracting and retaining customers.
RECOMMENDATIONS
The following recommendations are proposed to help casual dining restaurants enhance customer satisfaction,
improve service quality, and strengthen overall patronage.
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1. The researcher recommends adopting the proposed action plan to help casual dining restaurants improve or
enhance customer patronage and satisfaction.
2. The researcher recommends conducting further studies on the following topics to gain deeper insights and
explore areas or topics such as:
1. Assessing the Impact of Restaurant Facilities and Amenities on Customer Dwell Time and Satisfaction in
Casual Dining Settings;
2. The Role of Employee Attentiveness and Responsiveness in Building Customer Loyalty in Casual Dining
Restaurants
3. Effectiveness of Social Media Marketing Strategies in Attracting Millennial Diners to Casual Dining
Restaurants; and
4. A Comparative Study on Perceived Value for Money Between Local and Chain Casual Dining
Restaurants.
Proposed Action Plan
Rationale
This proposed action plan was developed in response to the findings of the study, which showed that while most
factors highly influence customer patronage, marketing, facilities, and amenities, value for money received
relatively lower ratings. These areas, though still important, indicate opportunities for improvement. In today’s
competitive dining environment, customers not only look for good food and service but also expect a comfortable
atmosphere, engaging promotions, and pricing that feels fair for what they receive. To address these specific
aspects, casual dining restaurants can enhance customer satisfaction, encourage repeat visits, and stay relevant
to the needs and expectations of their target market.
General Objective
The focus is on enhancing customer patronage in casual dining restaurants by strengthening marketing strategies,
upgrading facilities and amenities, and increasing perceived value for money to boost customer satisfaction,
loyalty, and overall dining experience.
The following proposed action plans are cited below to help enhance customer patronage in casual dining
restaurants based on the findings of the study:
Key Area
Objective
Strategies/Activities
Outcome
Timeline
Responsible
Marketing
To improve
customer
engagement
through
targeted
marketing
efforts.
Strengthen
social media
presence (Facebook,
Instagram, TikTok)
Collaborate
with influencers
Promote
limited-time
offers or bundles
online
Increased
visibility,
improved
customer
awareness, and
engagement
1–3 months
(ongoing)
Marketing
Manager /
Restaurant Owner
Facilities and
Amenities
To enhance
customer
comfort and
experience
through better
Upgrade
seating, lighting, and
ventilation
Ensure clean,
accessible restrooms
Add
customer-
friendly
amenities (e.g.,
3–6 months
Operations
Manager /
Maintenance
Team
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physical
offerings.
Wi-Fi, charging
stations)
Improved
ambiance and
customer
satisfaction
Value for
Money
To enhance
customer
perception of
fair pricing in
relation to
quality.
Introduce
value meals and
combo sets
Offer loyalty
programs or rewards
Highlight
quality
ingredients and
portion sizes in
menus
Better
customer
retention and
repeat visits due
to perceived
value
2–4 months
(initial
rollout)
Restaurant
Manager / Finance
Team
Accessibility
To ensure that
digital and
physical
environments,
products, and
services are
accessible to
all
individuals,
regardless of
ability or
disability, by
removing
barriers and
implementing
inclusive
design
practices.
Improve ease
of access to the
restaurant
Enhance
parking availability
and signage
Improve
online
reservation and
delivery options
Easier
access and
convenience for
customers | 3
months
3 months
Operations
Manager /
Marketing Team
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22. Wakefield, K. L., & Blodgett, J. G. (1996). The effect of the servicescape on customers’ behavioral
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Curriculum Vitae
SUREGIN S. CANTILA, LPT
https://orcid.org/0009-0005-2603-027Xcantilasuregin@gmail.com
Poblacion, Guihulngan City, Negros Oriental, Philippines
Work Experiences
BSHM Part-time Instructor
: Negros Oriental State University
Brgy. Poblacion Guihulngan City
November 2023 to present
Assistant Supervisor
: Balayasungayan Mountain Resort
Brgy. Poblacion, Guihulngan City
February 2022 to October 2023
Counter Crew
: Sans Rival Food and Development Inc.
Educational Background
Graduate School
: Master of Science in Hotel and Restaurant
Management
University of Cebu – Main Campus
2024 to present (on-going)
College
: Bachelor of Science in Hospitality Management
Negros Oriental State University – Guihulngan Campus
Graduated March 2019
High School
: Guihulngan National Highschool – Poblacion
Brgy. Poblacion, Guihulngan City
Graduated March 2016
Elementary
: Vallehermoso Central Elementary School
Brgy. Población Vallehermoso
Graduated March 2011
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Brgy. Bagacay, Dumaguete City, Neg. Or.
May 2019 to Dec. 2019
Trainings Attended
Menu Design and Revenue Management Training
EARTH Summer Training Workshop
June 28, 2025
Filipino Brand of Service Excellence DOT7 Seminar-Workshop June 22, 2024
Bread and Pastry Production NC II
TESDA Certificate
September 8, 2024
Teacher of English to Speakers of Other Languages
TESOL 150-Hour Program
Completed in February 2023
