PERCEIVED FACTORS INFLUENCING CUSTOMERS' CAFÉ SELECTION IN AGOO, LA UNION
Keywords:
café selection, perceived influence, customer preferences, hospitality management, Agoo, La UnionAbstract
This study examined customers' perceptions of the factors influencing café selection in Agoo, La Union, and developed customer-based recommendations for participating cafés. A quantitative descriptive-survey design was used with 150 adult customers recruited through criterion-based consecutive customer-intercept sampling at four purposively selected cafés. Data were collected from August 24 to September 5, 2026, using an expert-reviewed, pilot-tested questionnaire containing 25 statements across five dimensions, rated on a four-point influence scale. Frequencies, percentages, means, standard deviations, and descriptive rankings summarized the data. All five dimensions were rated Highly Influential. Ambiance and Cleanliness obtained the highest composite mean (3.7187), followed closely by Food and Beverage Quality (3.7160), Price and Value for Money (3.6413), Service Quality (3.6067), and Location and Accessibility (3.3413). Dining-area cleanliness received the highest individual mean (3.88). The near-equal means of the two highest-rated dimensions indicated similar perceived importance; the descriptive rankings did not establish statistically significant differences. Six optional written responses supplemented the quantitative findings. The study concluded that café selection among the respondents involved multiple considerations, particularly cleanliness, comfort, and product quality. Participating cafés may consider maintaining clean, comfortable environments and consistent products, reviewing prices and value, strengthening courteous and dependable service, and supporting safe, convenient access. The findings concern general selection perceptions rather than individual café performance or causal effects. Because sampling was nonprobability-based, the results cannot be statistically generalized to all café customers in Agoo, La Union.
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