Quantitative Study on Food Aesthetics, Marketing Mix, and Customers’ Satisfaction Among Restaurant Establishments in Calamba City, Laguna, Philippines

Abstract

Restaurant customers nowadays expect tasty food and aesthetic appeal as part of their overall experience. This study analyzed how the aesthetic value of restaurants affects customer satisfaction and the use of food aesthetics to build a consumer satisfaction model based on the image and atmosphere of the restaurant, the experiential value, as well as the consumption loyalty among restaurant establishments in Calamba City, Laguna, Philippines. The survey questionnaire consisted of the demographic profile of the customers, their assessment on the food aesthetics in food presentation, the respondents’ perception of the impact of marketing mix on customer satisfaction, and the level of their satisfaction. Quantitative descriptive-correlational research design was employed with 100 respondents selected using random sampling technique. The study discovered that there was no significant relationship between the demographic profile and customers’ satisfaction; there was a substantial connection between the assessment of food aesthetics in food presentation and customers’ satisfaction; and there was a significant relationship between the perception on the marketing mix effects and customers’ satisfaction.