The Impact of Customer Engagement Using Facebook Messenger Chatbots on the Marketing Performance of Cafés in Subic Bay Freeport Zone

Abstract

This correlational quantitative study examined the impact of customer engagement using Facebook Messenger chatbots on the marketing performance of café businesses in the Subic Bay Freeport Zone. Specifically, it assessed customer engagement in terms of perceived responsiveness, customer trust, and willingness to interact, as well as marketing performance in terms of sales conversion rate and sales growth. The study employed a correlational quantitative research design involving 20 café owners or managers who actively used Facebook Messenger chatbots. Data were collected through a researcher-made questionnaire and analyzed using descriptive statistics and Spearman’s Rho. Results revealed that chatbots were perceived as highly responsive and effective at building customer trust and also contributed positively to sales conversion and growth. However, no significant relationship was found between customer engagement using chatbots and marketing performance. The findings suggest that chatbot utilization alone may not directly influence marketing outcomes and should be integrated with broader business and marketing strategies.