Analytic Hierarchy Process (AHP) Analysis on Customer Satisfaction of the Bakeshops: A Case of First Class Municipalities in Cebu, Philippines

Authors

  • Mary Ellen C. Camarillo Department of Industrial Engineering, Faculty of College of Technology and Engineering, Cebu Technological University, Argao, Cebu 6021 Philippines
  • April Eve Dela Piña College of Technology and Engineering, Undergraduate Students of Cebu Technological University, Argao, Cebu 6021 Philippines
  • Shyle B. Ocaña College of Technology and Engineering, Undergraduate Students of Cebu Technological University, Argao, Cebu 6021 Philippines
  • Junnel Vincent F. Anam College of Technology and Engineering, Undergraduate Students of Cebu Technological University, Argao, Cebu 6021 Philippines

Keywords:

AHP, service-related indicators, product-related indicators, customer satisfaction, bakeshops

Abstract

Customer satisfaction has a significant impact on a business's profit. It leads to repurchasing customer loyalty for the trademark and sharing positive feedback. This study aimed to identify the criteria relevant to customer satisfaction and analyze customer satisfaction in the bakeshops in Argao and Dalaguete, which are first-class municipalities in Cebu, Philippines. A rating scale comparison matrix was provided to qualified respondents to gather the needed data. The collected data were analyzed and interpreted using the Analytic Hierarchy Process (AHP) of Saaty (1980) that weighted every variable in the questionnaire to determine the relative importance of the critical variables. The study showed that respondents give the most importance/relevance to the freshness of the product and the competence in the service rendered by the bakeshops. On the other hand, respondents give the minor importance/relevance to the price of the product and the staff's appearance in terms of their service concerning customer satisfaction.

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Published

2021-12-13

How to Cite

Mary Ellen C. Camarillo, Dela Piña, A. E., Shyle B. Ocaña, & Junnel Vincent F. Anam. (2021). Analytic Hierarchy Process (AHP) Analysis on Customer Satisfaction of the Bakeshops: A Case of First Class Municipalities in Cebu, Philippines. International Journal of Sciences: Basic and Applied Research (IJSBAR), 60(5), 1–13. Retrieved from https://gssrr.org/index.php/JournalOfBasicAndApplied/article/view/13382

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