Abstract
The study highlights the importance of creative marketing strategies for cafés in attracting and retaining customers, particularly in competitive markets like Solano, Nueva Vizcaya. Successful cafés use effective marketing to build customer loyalty and improve satisfaction. The study’s research gaps include local context specificity in Solano, Nueva Vizcaya, particularly on customer profiles, customer preferences and behaviors within cafes, and a lack of competitive analysis of the cafe industry in the area. The study aims to assess customer satisfaction regarding creative marketing strategies in cafés, exploring demographics and satisfaction levels linked to branding, promotion, customer experience, and visual merchandising. A quantitative-qualitative methods was utilized to evaluate customer responses and satisfaction. The research environment of this study focuses on the café business sector in Solano, Nueva Vizcaya, and the respondents are customers from five different cafés in the area. The study shows that customers expressed overall satisfaction with the creative marketing strategies employed, particularly appreciating the customer experience and product quality, though gaps in strategies still existed. The findings reveal that income levels influence customer satisfaction with café branding and experiences, with retention largely driven by product quality and customer experience. It underscores the importance of cafés prioritizing these factors to improve loyalty and satisfaction. Additionally, researchers can explore further ways cafés can remain competitive and attract loyal customers.
