Factors Influencing Customer Loyalty of Bakery Shops in Nueva Ecija: Basis for a Customer Relationship Management Plan

This study, "Factors Influencing Customer Loyalty of Bakery Shops in Nueva Ecija: Basis for a Customer Relationship Management Plan," examined the key factors affecting customer loyalty among bakery consumers in Talavera, Nueva Ecija. Using a descriptive quantitative research design, the study gathered responses from one hundred (100) regular bakery customers selected through purposive sampling. A structured questionnaire assessed the influence of product quality, pricing strategies, promotions, service quality, and customer relationship management (CRM) on customer loyalty.

The results revealed that young working adults constitute the majority of bakery customers, emphasizing the importance of affordability, product freshness, and accessibility. Among the identified factors, product quality and service cleanliness emerged as the strongest determinants of loyalty, while consistent pricing and personalized promotional efforts also significantly influenced repeat patronage. Furthermore, effective CRM practices—such as friendly customer interactions, responsiveness, and eco-friendly initiatives—fostered trust and long-term relationships.

Based on these findings, a Customer Relationship Management Plan was proposed, focusing on continuous product quality assurance, fair pricing, digital engagement, and professional service enhancement. The study concludes that strengthening CRM systems and maintaining customer-centered strategies can enhance loyalty, satisfaction, and business sustainability among bakery shops in Nueva Ecija.