The study was conducted to determine the perception of customers to the service quality provided by Fashionology Boutique and café towards the level of product positioning factors. Specifically, the study was designed to describe the socio-demographic profile of the respondents and determine the level of product positioning factors of Fashionology Boutique and Café. The study also determined the difference of socio-demographic profile and the dimensions of service quality. It also determined the relationship between the five dimensions of service quality and the levels of the factors of product positioning of Fashionology Boutique and Café.
Results showed that most of the respondents (58%) were female and (82%) are single. It was also found that 46 percent of the respondents were college students and the majority of them answered not applicable in monthly income that has the highest percentage of 46 percent.
The study revealed that customers find all the dimensions of service quality to be strongly agreed. Empathy, responsiveness, tangibility, assurance and reliability weighted mean showed strongly agree. Results showed that the service quality of Fashionology Boutique and Café are performed and maintained by its employees to its satisfaction with respect to the perception of the actual customers. It also showed that dissimilarity, favorability, uniqueness and credibility have strongly agreed as the result of the weighted mean.
The study revealed that out of the four socio-demographic factors of Fashionology Boutique and Café only assurance as dimension of service quality and gender has significant difference. It also showed that dissimilarity as a factor of product positioning has a significant relationship with assurance. It also showed that reliability has a significant relationship with credibility.
 

The study was conducted to determine customer perceptions of the service quality provided by Fashionology Boutique and Café and its relationship to product positioning factors. Specifically, it aimed to describe the socio-demographic profile of customers, assess product positioning levels, determine differences in service quality dimensions across socio-demographic profiles, and examine the relationship between service quality dimensions (empathy, responsiveness, tangibility, assurance, and reliability) and product positioning factors (dissimilarity, favorability, uniqueness, and credibility). Most respondents were female (58%), single (82%), and college students (46%). Results indicated that customers strongly agreed on all service quality dimensions and product positioning factors. Significant findings included the relationship between assurance and gender, dissimilarity and assurance, and reliability and credibility, highlighting the role of service quality in shaping product positioning. 

Amamampang, C., Calanglang, K. E., Fernandez, E., Magbulogtong, J., & Nucom, C. A. (2017). Customer perception on service quality of Fashionology Boutique and Café towards product positioning (Undergraduate thesis, Bachelor of Science in Business Management major in Marketing). Cavite State University – Bacoor City Campus.