Abstract
This study was entitled “Customer Satisfaction, Preferences and Service Quality in Relation to Business Income: Basis for Improvement”. It addresses the research gap by analyzing customer satisfaction, preferences, and service quality as determinants of business income. It underscores the importance of understanding the interplay between customer satisfaction, preferences, and service quality, and how these elements influence business income. Using a quantitative methodology, the study gathers information from 125 respondents using the researcher-made questionnaire which underwent validity and reliability tests. The mean and Gamma Coefficient were the statistical tools used to analyze the data. The level of customer satisfaction taken as a whole and in terms of product, place, and price was highly satisfied while in terms of promotion, the level of customer satisfaction was satisfied. The level of customer preference in terms of health attribute, product features, and price was highly preferred while in terms of availability, the level of customer preference was preferred. The service quality when taken as a whole and in terms of food, service, sanitation, and ambiance were very good. Most of the business owners have a lower middle income. A significant relationship between the level of customer satisfaction and business income was noted. There were no significant relationships between the level of preference of eatery customers in terms of health attributes and availability and business income while the level of preference of eatery customers in terms of product features and price have a significant relationship on the business income. There was no significant relationship between the level of service quality and business income.
