Appendix A

Survey Questionnaire
Dear Participant,
GOOD DAY!
We are fourth year Marketing Management students of the University of St. La Salle – Bacolod. As part of the
requirements for our course, we are conducting a survey which will complete our research paper entitled
“Predictors of Milk Tea Shop Customer Preferences and Loyalty.” We would appreciate it if you would help us
by answering this survey. Thank you and God bless.
The Researchers
_ _

Name (optional):_____________________________ Age:_________ Sex: __M __F

Level of Education: ___USLS-IS ___USLS-College Weekly allowance:__________

Part 1. Please fill out the required fields.

1. How often do you buy milk tea in a week? _____________
2. How much are you willing to spend for milk tea in a week? ____________
3. Which milk tea shop do you go to the most? _______________

Part 2. Please put a check on your choice on the space provided.

Please rate how the statements below will affect your preference and loyalty with a milk tea shop:
5 – Most Likely to Affect
4- Likely to Affect
3- Neutral
2 – Unlikely to Affect
1- Most Unlikely to Affect

Statements 5 4 3 2 1
Product
1. Milk tea shop has a lot of flavors to choose
from.
2. The milk tea tastes good.
3. There are a variety of sizes
Price
4.The price is affordable
Place
5. The milk tea shop is accessible.
6.The milk tea shop is comfortable and has
good ambience.
Promotion
7. The milk tea shop gives out loyalty cards.
8. The milk tea shop gives out coupons for
discounts.
People
9. The employees are friendly and courteous.
10. The employees know you by name.
11. The employees are always smiling.
Process
12. The order is accurate.
13. The service flow is smooth.
Physical Evidence
14. The milk tea shop has a free Wi-Fi access.
15. The milk tea shop has a comfort room.
16. The milk tea shop has parking space.