International Journal of Research Studies in Management
CollabWritive Special Issue
2025 Volume 13 Issue 3
Available Online: 25 April 2025
Author/s:
Hill, Jhoana Lizette N.
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
Abstract:
This study examined the mediating role of customer satisfaction between marketing strategies and customer behavioral intention in DOT-accredited casual restaurants in CALABARZON. It analyzed marketing strategies and behavioral intentions, explored their relationship, tested for significant differences based on profiles, and evaluated how customer satisfaction influences this relationship. A framework for marketing strategies in these restaurants was proposed. A quantitative-correlation research design was used, with 334 restaurant customers as respondents. Mann-Whitney U and Kruskal-Wallis tests assessed significant differences based on customer profiles. Mediation effects of marketing strategies on customer satisfaction and behavioral intention were examined, and linear regression tested the relationships among variables. The study concluded that majority of the customers of the casual restaurants in CALABARZON are 18-25 years old, female, single, and occasionally visiting for special celebrations. Customers strongly agree with their marketing strategies and are highly satisfied with the environment, food, and service. A strong positive correlation exists between marketing strategies and behavioral intentions. Perceptions of marketing strategies vary by age, civil status, and visit frequency. The study confirms that marketing strategies significantly influence behavioral intentions through customer satisfaction. A proposed framework highlights the role of customer satisfaction in enhancing the effectiveness of marketing strategies on customer behavior.
Keywords: marketing strategies, customer behavioral intention, customer satisfaction, revisit intention, word-of-mouth
DOI: https://doi.org/10.5861/ijrsm.2025.25049
Cite this article:
Hill, J. L. N. (2025). Marketing strategies and customer behavioral intention among DOT accredited casual dining restaurants in CALABARZON: The mediating effects of customer satisfaction. International Journal of Research Studies in Management, 13(3), 163-189. https://doi.org/10.5861/ijrsm.2025.25049