SERVICE QUALITY AND WATER CONSERVATION AND SANITATION PRACTICES AS PREDICTORS OF CUSTOMER LOYALTY

In today's service-driven economy, maintaining high service quality while promoting sustainability has become essential for fostering customer loyalty. Using a descriptive correlational research design, this study examined the influence of service quality, water conservation, and sanitation practices on customer loyalty. Using the SERVPERF model, the research evaluated key service quality dimensions, including reliability, responsiveness, assurance, empathy, and tangibles. Additionally, the study explored the role of water conservation efforts and proper sanitation practices to 300 customers in the said restaurants. Data were collected from customers through surveys and analyzed using statistical methods such as descriptive statistics and multiple regression analysis to establish the profile of the study and to determine the influence of the independent variables on the dependent variable of loyalty. The questionnaire, developed by Cronin and S.A. Taylor (1992), Parasuraman et al. (1988), Zeithaml et al. (1990), Sieber et al. (2019), Girmay et al. (2020), and Singh et al. (2024) were used in the study. Findings reveal that the customers in selected restaurants in Misamis Oriental generally positively rated service quality, with tangibility (physical environment and cleanliness) emerging as the high dimension. However, reliability received a low rating, yet still rated as high indicating a need for more consistent service quality. They also expressed high approval of the restaurants' hygiene protocols and eco-friendly initiatives, highlighting their importance in shaping positive perceptions. Customer loyalty was also rated as high, with participants demonstrating repeat patronage and strong recommendations.