IMMACULADA CONCEPCION COLLEGE

Soldier's Hills III Subd., Brgy 180, Tala, North Caloocan City
College of Business Administration

The Effect of Live Musical Performances to Customers

Satisfaction at Fairview, Quezon City.

By:

Alfredo C. Banico

Miguel E. Felizardo

Eugene B. Flojo

Dave Khan O. Manangan

Romnick R. Sorza

Genesis S. Vallefas

A Thesis Presented to the

Faculty of Bachelor of Science in Business Administration,

Major in Marketing Management

Thesis Writing

Mr. Joey M. Angala

Thesis Adviser
 IMMACULADA CONCEPCION COLLEGE
Soldier's Hills III Subd., Brgy 180, Tala, North Caloocan City
College of Business Administration

Chapter 1

THE PROBLEM AND ITS BACKGROUND

Introduction

In a highly competitive sector such as the restaurant and bar industry,

entrepreneurs find it difficult to keep afloat as they encounter constantly changing

customer tastes and preferences. A variety of factors influence customer satisfaction,

including menu variety, food presentation, freshness and temperature of food items,

price, quality, and service, as well as location and ambiance. The restaurant and bar

are known for being one of the most popular types of entertainment and a place to

vent out and chill after a hectic day. Many people often prefer to go to bars because it

helps them unwind quite like enjoying cocktails with friends and specially the

addition of some kind of entertainment, like music.

Live musical performances were consumed mainly through events and

activities where audiences spend a significant amount of their time, effort and money.

They are regarded as a unique musical occasion which offers real experience where

audiences have the privilege to interact directly with the musicians, come into contact

with the artist and share their fruit of creativity as well as to enjoy the music. Every

performance is unique in light of the fact that the audience’s reaction influences its

quality. Their enjoyment of the performance covers the total experience they go

through. It is derived from what they had experienced from the actual performance as

compared to what was perceived. Having engaged in both visual and aural experience
 IMMACULADA CONCEPCION COLLEGE
Soldier's Hills III Subd., Brgy 180, Tala, North Caloocan City
College of Business Administration

audiences’ reacts to what they hear as much as what they see. With advancement in

the distribution of digital products, the demand for live musical performance as well

as others suffers a huge impact which have led to dramatic changes in audience’s

behaviour. While live musical performance offers audience joy and excitement, artist

and organizer are at a great risk, as audiences do not hesitate to leave an on-going

show should it fail to satisfy them. They evaluate their level of satisfaction based on

what benefits they received and the cost they pay individually. Hence, the success of a

performing art should not be solely measured by attendance or number of tickets sold.

Often, the audience left the performance unsatisfied. In an attempt to increase their

value for money this paper reveals the non-musical elements that audiences took into

consideration as they judge the performance. It also attempts to analyse their level of

satisfaction on the respective elements. (Yahaya, 2017).

Live music performances refers to live or recorded music performed in a

public place of entertainment, whether or not accompanied by any form of dancing,

includes cabaret. .Experiencing live music has been scientifically proven to make

people happier and reduce anxiety and stress, especially when experienced in a

community environment. It brings people together, promotes a sense of belonging,

and encourages them to socialise by venturing out and participating. Because of the

infectious mood and raise spirits (not just alcohol), music serves as the backing track

for our memories that last a lifetime. Being a venue that is associated with creating

moments of joy and community, as well as entertainment, is what draws in loyal

customers and keeps them coming back for more.

 IMMACULADA CONCEPCION COLLEGE
Soldier's Hills III Subd., Brgy 180, Tala, North Caloocan City
College of Business Administration

Psychology and sociology researchers are increasingly interested in the impact

of the arts on health and, more specifically, the impact of live music on physical

health. Studies show that live concerts reduce the release of cortisol, the stress

hormone that controls our body’s responses to stress (sustained spikes in cortisol are

linked to heart disease and diabetes). Researchers also noticed that participants had

reduced blood pressure and heart rate after experiencing live music. Live music

experiences can even act as a natural pain management method; concerts can trigger

the release of endorphins, which reduce a person’s perception of pain, or even

intercept pain signals before they reach the brain.

Bars nowadays have live musical performances to bring in customers. It was

common for the management to take the lead in marketing and promoting the venue

and the live bands that played there, with the expectation that the place would bring in

a respectable number of people. The band would negotiate a guarantee, usually to

play the entire night or at least two sets, under the agreement that the band would rock

the house, that they would keep the people there drinking, eating, and hanging out

until the wee hours.

One notable restaurant and bar in Fairview Quezon City is the "Padi’s Point."

It is known as the only restaurant and bar which offers a variety of concepts. It is a

proven and tested business foundation that is already established which will certainly

give you good return of investment and growth of profits in your investment. Padi’s

Point, now simply called “Padi’s”, undoubtedly remains at the top of the industry as

the premiere party place in town, with twenty-six branches Luzon-wide. It has long

carried the distinction of being the favorite gimik venue for barkadas, with nightly
 IMMACULADA CONCEPCION COLLEGE
Soldier's Hills III Subd., Brgy 180, Tala, North Caloocan City
College of Business Administration

entertainment of live bands, DJs that play hype dance music and party hits, plus food

and drinks served for the barkada appetite such as the Party of Six, Barkada Feast and

the signature three-liter Padi’s Cocktail Towers. (Jose, 2020)

Another famous restaurant and bar in Quezon City is the Chill Bar Novaliches,

which is unique in its own way. You will feel like a VIP at the Vanity Club. This

place has a sunny, cheerful vibe to it. The background music is dope and the food and

cocktails menu are a hit with everybody. The owner of this place is extremely down to

earth, and the staffs are friendly and courteous. If you like R&B music playing in the

background while you dine, head here. This is a must-visit place if you’re an electric

music lover. If you are on a bar crawl, Sky Bar & Grill must feature on your list.

(unknown, 2015)

These restaurants and bars in Fairview Quezon City are known for their own

uniqueness and remarkable features. Based on the researchers' observations, these

resto-bars in Fairview Quezon City are the most visited and loved by people to vent

out and unwind themselves. They are especially known for the live musical

performances they have. Given this, the researchers wanted to discern how the resto-

bars get customer satisfaction by having live musical performances and what the

effect of live musical performances has on customer satisfaction.

Statement of the Problem

This research seeks to answer the following questions:

1. The researchers want to determine the customer satisfaction with regard to?
 IMMACULADA CONCEPCION COLLEGE
Soldier's Hills III Subd., Brgy 180, Tala, North Caloocan City
College of Business Administration

1.1 Music Genre

1.2 Sounds

1.3 Ambiance

2. How satisfied the customers with restaurants and bars’ live musical

performances in terms of?

2.1 Number of Visit

2.2 Visit hours

2.3 Satisfaction

2.4 Recommendation

Significance of the Study

This analysis concentrates on the indication of the effect of live music

performances on customers’ satisfaction and aims to help future resto-bar owners

understand the significance of knowing the strategy of having live music

performances for customer satisfaction. Here in the Philippines, utilizing a face-to-

face customer satisfaction survey of 96 customers of a Philippine resto-bar, this study

helps in evaluating the level of customer satisfaction in a Philippine resto-bar and

determining the effect of live music on customer satisfaction.

As future leaders, managers, or owners, being able to be aware of customer

satisfaction is crucial because of constantly changing customer tastes and preferences.

 IMMACULADA CONCEPCION COLLEGE
Soldier's Hills III Subd., Brgy 180, Tala, North Caloocan City
College of Business Administration

Customer satisfaction is important for it will be an indication of an industry's growth

and success. This research will likely be a source of knowledge that will help

enlighten what the effects of having live music performances as a strategy are and

why customer satisfaction is important to be focused upon. This study is expected to

benefit:

Owners (Restaurants and Bars Owners). They will be able to determine

where they lack customer satisfaction and should be able to do something about it

themselves. They will be able to figure out what needs to be worked on and they will

be aware of what they should be doing if they want to improve their resto-bars to have

more customers and be more successful.

Customers. They will have a clearer picture of what their needs are as

customers because they were able to think, feel, and experience it, so they can act on

it. They will be able to come up with their own methods to help improve the resto-bar

industry by participating in this study and sharing their own thoughts about live music

performances in resto-bars.

Future Researchers. They will hopefully be able to use the results of this

research as a guide, instrument, and reference for future researchers with the same or

similar purpose of this study.

 IMMACULADA CONCEPCION COLLEGE
Soldier's Hills III Subd., Brgy 180, Tala, North Caloocan City
College of Business Administration

Objectives of the Study

The main objectives of this study entitled “The Effect of Live Musical

Performances to Customers Satisfaction at Fairview Quezon City” are as follows:

1. To identify the effect of live music performances on customers and how it

contributes on resto-bars to attract more customers.

2. To determine the satisfaction of the customers pertaining to the music

genre, sounds, and ambiance of a resto-bar that encourages them to visit

resto bars.

3. To examine how satisfied the customers are with restaurants and bars’ live

music performances in terms of how often they visit, how long they stay,

and if they will recommend it to other customers to come and visit.

4. To analyze the results and explore the effects based on the feedback of

customers, to find a solution to the problem.

Scope and Limitations of the Study

The research was conducted to collect data delimited only to the selected

Restaurant and Bar in Fairview Quezon City, specifically of Padi’s Point, and Chill

Bar Novaliches, and how they satisfied their customers through the use of having live

musical performances.

The researchers had purposefully chosen the two mentioned restaurants and

bar, including of Padi’s Point, and Chill Bar Novaliches because they are the most
 IMMACULADA CONCEPCION COLLEGE
Soldier's Hills III Subd., Brgy 180, Tala, North Caloocan City
College of Business Administration

visited and well-known restaurants and bar in Fairview Quezon City. The researchers

also selected only two Resto-Bar because they are expected to exhibit profound

results after two semesters during the academic year.

The focus will solely be on the two mentioned resto-bars and their strategies

by which restaurants and bars are having live musical performances for customer

satisfaction and will not cover aspects that are not related to the study.

Due to time-restrictions, only a maximum of 50 respondents (25 respondents

for each mentioned resto-bars) will be sampled for the questionnaires.

Definition of Terms

The following terminologies used throughout the study are defined

operationally and conceptually to promote better understanding and comprehension:

Live music performances – As defined, these are pleasurable social events

that are among the most visceral and memorable forms of musical engagement. In this

study, the researchers defined it as "a performance event comprising one live

performance, usually in the form of a supporting artist or band, of a specific music

genre such as rock, pop, classical, etc., that lifts the vibe and instantly draws a crowd.

This is defined as a kind of strategy because music wafts out to the street, which may

attract passers-by and satisfy customers, as it provides a fun and distracting reason for

customers to prolong their stay.

 IMMACULADA CONCEPCION COLLEGE
Soldier's Hills III Subd., Brgy 180, Tala, North Caloocan City
College of Business Administration

Customer Satisfaction – As defined, this is a measure of how well a

company's products, services, and overall customer experience meet customer

expectations. It reflects your business' health by showing how well your products or

services resonate with buyers and determines how happy customers are with a

company's products, services, and capabilities. The researchers defined it as the basis

of the level of fulfilment of customers in terms of having live music performances in

resto-bars.
 IMMACULADA CONCEPCION COLLEGE
Soldier's Hills III Subd., Brgy 180, Tala, North Caloocan City
College of Business Administration

Chapter 2

REVIEW OF RELATED LITERATURE AND STUDIES