Customer Satisfaction of Ag.Kapi.Ta Café Farm View in Mangatarem, Pangasinan: An Assessment Based on Herzberg's Two-Factor Theory as the Basis for a Business Performance Enhancement Plan
DOI:
https://doi.org/10.67903/ijroms0386Keywords:
Ag.Kapi.Ta Café Farm View, Business performance enhancement, Customer satisfaction, Herzberg's Two-Factor Theory, Hospitality managementAbstract
Customer satisfaction has become an essential indicator of organizational success and sustainability in the hospitality industry as increasing competition and evolving customer expectations require cafés to provide quality products, efficient services, and memorable dining experiences. Ag.Kapi.Ta Café Farm View in Mangatarem, Pangasinan, has gained popularity through its unique "Magkape Tayo" ("Let's Have Coffee") concept, scenic rural setting, and social media visibility. However, despite its growing customer base, no formal assessment had been conducted to determine customers' satisfaction across key operational and experiential dimensions and identify opportunities for continuous business improvement. Guided by Herzberg's Two-Factor Theory, this study assessed customer satisfaction based on hygiene factors (service quality, cleanliness, accessibility, and operational efficiency) and motivator factors (product quality, ambiance, attraction, and dining experience) as the basis for developing a Business Performance Enhancement Plan. A quantitative descriptive research design was employed using a researcher-developed and validated survey questionnaire administered to 95 targeted customers selected through simple random sampling. Of the 95 questionnaires collected, 82 valid responses from eligible participants aged 18 years and above were included in the final analysis. Data were analyzed using frequency, percentage, ranking, and weighted mean. The findings showed generally favorable evaluations across the assessed dimensions. Attraction and ambiance obtained the highest ratings, highlighting the café's distinctive farm-view environment and relaxing atmosphere as major contributors to customer satisfaction. Accessibility and operational efficiency received comparatively lower ratings, indicating areas for improvement, particularly in parking availability, order processing, and service efficiency. The findings were consistent with Herzberg's Two-Factor Theory, with hygiene dimensions reflecting basic service conditions and motivator dimensions reflecting experiential attributes associated with customer satisfaction. Based on the findings, a Business Performance Enhancement Plan was proposed to strengthen operational practices, improve customer satisfaction, and support the continuous improvement, competitiveness, and sustainability of Ag.Kapi.Ta Café Farm View.
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