Year: 2026
Type: article
Study design: Observational Study
Abstract: This study examined the relationship of ergonomic practices and service quality with customer retention in public markets in the Province of Guimaras, Philippines, during fiscal year 2025. Employing a descriptive-explanatory research design, the study surveyed 150 customers using a validated and reliable questionnaire covering demographic profile, ergonomic practices, service quality, and customer retention. Data were analyzed using descriptive statistics, Mann–Whitney U test, Kruskal–Walli’s test, and Spearman’s rho. Findings revealed that most respondents were female, aged 46 years old and above, not employed, and commonly purchased fresh produce and wet goods. Ergonomic practices were rated very highly practiced, particularly in vendor positioning, tool accessibility, product arrangement, safety, and customer accommodation, although improvements were needed in price and label visibility. Service quality was rated very good, with strengths in vendor knowledge, respect, and accessibility, while concerns remained regarding pricing transparency, affordability, and promptness of service. Customer retention was high, although exclusive loyalty was limited by competition and pricing considerations. No significant differences were found in ergonomic practices and service quality across demographic groups, while customer retention differed significantly only by educational attainment. Ergonomic practices showed a weak but significant relationship with service quality, whereas neither variable was significantly related to customer retention, suggesting other factors, such as marketing strategies, promotions, competitive alternatives, pricing, and community engagement, play a more critical role. The study provides actionable insights for retail owners, vendors, LGUs, and researchers to optimize store environments, enhance customer experience, and develop strategies to strengthen customer retention and market loyalty.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W7166063815
FWCI:
Cites:
Cited by:
Related to: