SUSTAINING BRAND LOYALTY AND PURCHASE REPETITION THROUGH STRATEGIC MANAGEMENT IN THE PHILIPPINE CAKE INDUSTRY

The study examined the major factors that shaped customer satisfaction, retention, and loyalty in the local cake business sector. It considered the perspectives of both consumers, who represented the larger share of respondents (75%), and small-scale cake business owners, who comprised the remaining 25%. The purpose of the research was to determine how different elements—namely product quality, pricing strategies, service delivery, digital marketing, promotional activities, and customer interaction—collectively influenced consumer decision-making and long-term business viability. By employing quantitative methods and correlation analysis, the study uncovered several significant patterns. Findings revealed that customer satisfaction was highly associated with effective promotional strategies (r = 0.718) and pricing (r = 0.711). Furthermore, customer retention showed strong connections with product quality (r = 0.668) and the level of service provided (r = 0.667). Results showed that customer retention (r = 0.662), promotional campaigns (r = 0.633), and digital engagement (r = 0.611) significantly influenced loyalty. Most respondents were young adults aged 18–25, predominantly female, and came from modest income levels. This demographic profile suggested that consumers were generally price-conscious, digitally active, and inclined toward products that emphasized quality and customization. These characteristics highlighted the importance of affordability, innovation, and online presence in attracting and maintaining customers in the cake industry. The study emphasized that loyalty within this sector was best sustained through consistent delivery of superior product quality, reliable customer service, rewarding loyalty programs, and an active social media presence. Such factors played a critical role in developing trust and encouraging repeat purchases. Based on the results, it was recommended that businesses adopt an integrated customer relationship management (CRM) approach. This involved prioritizing personalized marketing initiatives, continuous improvement of service standards, stronger digital engagement, and fair pricing models. Additionally, tailoring offerings to suit the preferences of the younger female market and integrating regular feedback mechanisms were considered essential strategies for boosting competitiveness and ensuring sustainable customer loyalty.