Customer Loyalty in Casual Dining Restaurants

This study examined the factors influencing customer loyalty in selected casual dining restaurants in Ormoc City, Leyte. Using a quantitative descriptive research design, data were collected from 100 purposively sampled respondents who dined at the target restaurants at least three times a month. Findings revealed that customer loyalty was highly manifested across repeat purchase, positive word of mouth, higher spending, and brand advocacy. Food quality, service quality, hygiene and sanitation, location, price, and ambiance were all identified as highly influential factors, with food and service quality emerging as the strongest drivers of loyalty. Statistical analysis showed that demographic variables such as age, civil status, and educational attainment significantly influenced specific loyalty behaviors, particularly spending and repeat patronage, whereas gender had no significant effect. These results underscore the multidimensional nature of loyalty, encompassing behavioral, attitudinal, and emotional dimensions, while highlighting the importance of socio-demographic moderators. The study concludes that consistent delivery of high-quality food, reliable service, and visible hygiene practices, coupled with targeted promotions for different customer segments, are essential for sustaining loyalty. The findings offer theoretical contributions to loyalty frameworks and practical insights for restaurant managers and policymakers in strengthening the competitiveness of the casual dining sector in regional Philippine cities. Keywords: Customer Loyalty; Casual Dining Restaurants; Food Quality; Service Quality; Hygiene And Sanitation; Ormoc City; Demographic Factors; Customer Satisfaction