Customers' Satisfaction in Public Market among Tabo Vendors in Cateel, Davao Oriental

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.