Customers' Satisfaction in Public Market among Tabo Vendors in Cateel, Davao Oriental
Jerlyn L. Aguipo
*
Davao Oriental State University-Cateel Campus (DOrSU-CC), Mahan-Ob, Mainit, Cateel, Davao Oriental, Philippines.
Aljon C. Brigole
Davao Oriental State University-Cateel Campus (DOrSU-CC), Mahan-Ob, Mainit, Cateel, Davao Oriental, Philippines.
Ana E. Linda
Davao Oriental State University-Cateel Campus (DOrSU-CC), Mahan-Ob, Mainit, Cateel, Davao Oriental, Philippines.
Karen C. Tamayo
Davao Oriental State University-Cateel Campus (DOrSU-CC), Mahan-Ob, Mainit, Cateel, Davao Oriental, Philippines.
James Lyster D. Tejamo
Davao Oriental State University-Cateel Campus (DOrSU-CC), Mahan-Ob, Mainit, Cateel, Davao Oriental, Philippines.
Mary Lovely Suzzeth P. Mendez
Davao Oriental State University-Cateel Campus (DOrSU-CC), Mahan-Ob, Mainit, Cateel, Davao Oriental, Philippines.
*Author to whom correspondence should be addressed.
Abstract
This study examined customer satisfaction levels among tabo vendors in the public market of Cateel, Davao Oriental, with a particular focus on how demographic factors influenced perceptions of service quality. Employing a descriptive research design, data were collected through a survey questionnaire and administered to 200 respondents selected via quota sampling. The questionnaire assessed customer satisfaction based on the 7Ps of marketing: Product, Price, Place, Promotion, People, Process, and Physical Evidence. Findings revealed that respondents reported high satisfaction levels, particularly regarding product quality, pricing, and staff interactions, while promotion was identified as the weakest aspect. A correlational analysis was conducted to examine the strength and direction of relationships between the elements of the 7Ps and overall customer satisfaction, revealing positive and significant correlations, especially for product, price, and people. The study concluded that while vendors generally met customer needs, there was a need to enhance promotional efforts and maintain focus on core satisfaction drivers. Recommendations included investing in cost-effective promotional activities, sustaining product quality and customer relations, and conducting regular assessments of customer satisfaction to adapt to evolving expectations.
Keywords: Customer satisfaction, public market, expectancy disconfirmation theory, tabo vendors, marketing mix