ESP-3639

Published

2025-09-23

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Vol. 10 No. 9 (2025): Published

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Research Articles

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Copyright (c) 2025 Jeremiah Palmiano, Rejoice Ferrer, Chiqui Umali, Ryan Romnick Sanchez, Mary Anne Rhoda Pascua, Angelita Regala

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How to Cite

Jeremiah Palmiano, Rejoice Ferrer, Chiqui Umali, Ryan Romnick Sanchez, Mary Anne Rhoda Pascua, & Angelita Regala. (2025). Customer-centric brand promotion model: operational excellence of import-export in the food industry. Environment and Social Psychology, 10(9), ESP-3639. https://doi.org/10.59429/esp.v10i9.3639

Customer-centric brand promotion model: operational excellence of import-export in the food industry

Jeremiah Palmiano

FEU Diliman, Quezon City ; Polytechnic University of the Philippines, Manila City; City of Malabon University, Malabon City

Rejoice Ferrer

De La Salle Araneta University, Malabon City

Chiqui Umali

De La Salle Araneta University, Malabon City

Ryan Romnick Sanchez

De La Salle Araneta University, Malabon City

Mary Anne Rhoda Pascua

De La Salle Araneta University, Malabon City

Angelita Regala

De La Salle Araneta University, Malabon City


DOI: https://doi.org/10.59429/esp.v10i9.3639


Keywords: Operational excellence; customer relationship management; value-added services; customer loyalty; brand promotion

Abstract

This study addresses the critical importance of customer-focused strategies and brand promotion within the food component import–export sector, a context that remains underexplored, particularly with respect to the influence of external factors across diverse geographical settings. Its objective was to empirically investigate how operational excellence, particularly customer relationship management (CRM), value-added services, and product quality and safety assurance affects customer loyalty and, in turn, drives brand promotion. Utilizing a descriptive quantitative research design, a cross-sectional survey was administered in the Philippines, with data analyzed through Structural Equation Modeling (SEM). The findings indicate that CRM exerts the most significant influence on customer loyalty, while product quality and safety assurance also positively contributes. Importantly, customer loyalty emerged as a strong driver of brand promotion. The model demonstrated high predictive power for customer loyalty and substantial explanatory power for brand promotion. These results highlight that strong customer relationships developed through CRM are essential for fostering loyalty and positioning customers as effective brand advocates. Preserving product quality and safety assurance is fundamental, the study's results imply that companies should purposefully put in comprehensive CRM systems and tailored encounters. To develop devoted clients, hence boosting brand awareness and securing sustained competitive advantage. Future studies ought to broaden the scope of investigated factors and explore more generalizable geographical settings to improve generalizability.

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