Assessing the Relationship between Marketing Strategies and Customer's Behavioral Intention in Selected Restaurants in Tagbilaran City, Bohol

This study assessed the relationship between marketing strategies and customer behavioral intention among selected restaurants in Tagbilaran City, Bohol. Using a descriptive-correlational design, data were collected from 385 respondents through a structured survey questionnaire. The marketing strategies examined were anchored on the 5 Ps — product, price, place, promotion, and people — while customer behavioral intention was measured through revisit intention, word-of-mouth, and loyalty. Findings revealed that respondents strongly agreed on product, place, and people strategies, while price and promotion strategies were rated at the agree level. All dimensions of behavioral intention were rated favorably, with revisit intention and word-of-mouth receiving strongly agree ratings. A moderate and statistically significant positive relationship was found between marketing strategies and behavioral intention (r = 0.435, p < 0.001), leading to the rejection of the null hypothesis. Demographic variables — age, sex, and educational attainment — showed no significant relationship with marketing strategy perception, though sex showed a minor significant effect on behavioral intention (p = 0.019). The study concludes that well-integrated marketing strategies are pivotal in shaping positive customer behavior, fostering loyalty, and ensuring business sustainability in the local food service industry.

marketing strategies, customer behavioral intention, revisit intention, word-of-mouth

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