Thesis "Bachelor of Science in Business Administration Major In Marketing Management" URS 2024

This study aimed to assess the effects of atmospherics on the restaurant patronizers in Barangay Sampaloc, Tanay Rizal. It utilized the descriptive method of research with questionnaire checklist as the main instrument in data gathering. It involved 216 respondents selected through convenience sampling, who patronized restaurants in Barangay Sampaloc, Tanay, Rizal. The data gathered was statistically treated using percentage distribution and a weighted mean to determine the profile of the respondents and the effects of atmospherics to restaurant patronizers. Additionally, the researchers adopted a 5-point Likert scale with their corresponding verbal interpretations. Results revealed that most of the respondents' ages range from 21 to 25 years old. Most of them are single and employed, and visit the restaurant 2 to 3 times a month, with Sunday being the most frequent day of visit. The study also revealed that Filipino cuisine is the most preferred type of order in the restaurants. Lastly, people visit restaurants due to their food quality. It also revealed that majority of the respondents agreed that decorative lighting emphasizes or highlights restaurant objects and areas, and they would restaurant on a regular basis is more interesting since they prefer a good music selection. They also agreed that providing a good store layout encourages customers to patronize and revisit the store. Lastly, the patronizers preferred restaurants that mhave a good ambience and store layout. Long waits for seating and service were the main issue and concern of majority of the respondents. This suggests that restaurants must watch out for all these variables for further improvement and betterment of restaurant businesses while aiming for customer satisfaction that leads to longer patronage. The findings strongly reflect that lighting, furniture, decoration, entertainment, sounds, store layout, and store location affect customers patronage among restaurants under study hence, atmospherics have an effect on all restaurant patronizers.