DETERMINING THE EFFECT OF PET-FRIENDLY POLICIES AT SHE’S

AMELIA CAFÉ, TACLOBAN CITY

A Research Study

Presented to the Faculty of

Hospitality Management Department

ACLC College of Tacloban

In Partial Fulfillment of the Requirements

For the Degree of Bachelor of Science in Hospitality Management

By:

ABUYEN, KIERVEN JAY

VINAS, CARLO

DACLIZON, EDSIL

December 2024
 CHAPTER I

INTRODUCTION

In Food Industry, its entirety is not one industry but collection of several

types of industry producing diverse range of food. Whereas, it plays a crucial role in

public health, food safety and its environment. An establishment that connects to food

must ensure the food security of their customers. These belongs the businesses that

offers non-pet and pet friendly policies.

Pet-friendly Restaurants and Café vary to following request in law if

owners wish to open up a business that allows paws. According to Supreme Court E-

library (2023), pursuant to Section 2 of Republic Act 8485 known as the "Animal

Welfare Act of the Philippines" and in order to set forth the rules, regulations and

processes for the registration and accreditation of pet shops and other similar

establishments, including their operations/administrations, the following are hereby

promulgated for the information and guidance of all concerned. Section 2.2. Pet

Animals refer to domestic, domesticated and captive-bred animals intended for

protection, utility, companionship, therapy, values formation, and breeding.

Moreover, there are several cafes that do not consider having a pet in their

establishment. Customers had experience to be turned away because some

establishment can’t show their written guidelines policies – in which it clearly shows

a discrimination.

On the other hand, dog-friendly dining establishments are becoming

popular, providing pet owners with a fun way to spend time with their furry friends

while dining out. But this privilege also entails accountability. To preserve this benefit

and guarantee a positive dining experience for dog owners and other patrons, it is
essential to observe appropriate pet etiquette. These include limiting canine access to

dining areas to outside, erecting barriers to keep dogs from approaching pedestrians

on sidewalks, preparing all food and beverages indoors, and posting designated

signage. Companion dogs must be licensed and rabies-vaccinated, and only service

dogs are permitted indoors. These signs must also state that companion dogs are only

permitted outdoors. Pet-friendly rule (2023).

She’s Amelia Café in Tacloban City is one such establishment that has

embraced this trend, implementing pet-friendly policies to cater to the growing

demand. By exploring how these policies influence the dining experience of

both pet owners and non-pet owners. This study aims to determine the effect of

pet-friendly policies at She’s Amelia Café, Tacloban City. In which they

implement the guidelines to catch more patrons with their four-legged friends.

This research aims to help businesses like She’s Amelia Café to deliver an

excellence to their business.

Background of the Study

Pet-friendly policies have been increasingly popular in the hospitality

sector in recent years, especially in cafés and restaurants. The growing number of

people who view pets as essential parts of their families and want to involve them in

social and recreational activities is a major factor in this change. Companies have

realized that providing pet-friendly spaces that meet the demands of both clients and

their animals can help them draw in this specialized market.

 In order to improve customer happiness and create a distinctive dining

experience, She's Amelia Café in Tacloban City has adopted pet-friendly regulations.

The café's strategy is in line with more general changes in consumer behavior, as

patrons look for establishments that let them spend time with their pets. However, this

tactic calls into question whether such policies are effective in fulfilling customer

expectations and whether they have a major impact on customer loyalty and

satisfaction.

According to Knysna (2022) The law that governs where and when

animals are allowed to join their owners – especially with regards to restaurants and

markets – is a law promulgated by national government. “Prohibiting animals from

places where food is handled is not a local municipal by-law,” explained Knysna

Acting Municipal Manager Roland Butler. “It is a regulation of a national law that is

enforced throughout the country.” The Foodstuffs, Cosmetics and Disinfectants Act,

Act 54 of 1972, describes the regulations governing general hygiene requirements for

food premises, as well as the transport of food and other related matters. Section 10

specifically states that: “A person in charge of food premises must ensure that an

animal, subject to the provisions of any law, is not kept or permitted in a room or area

where food is handled”. In terms of the Act, the word handle “includes manufacture,

process, produce, pack, prepare, keep, offer, store, transport or display for sale or for

serving, and ‘handling’ has a corresponding meaning”.

Therefore, the purpose of this study is to investigate how She's Amelia

Café's pet-friendly rules affect patron happiness. It seeks to evaluate how these rules

affect the dining experience, how patrons view the café's pet-friendly atmosphere, and

whether it draws in a wider range of consumers.

Statement of the Problem

The purpose of this study is to ascertain the effect of She's Amelia Café's

pet-friendly practices in Tacloban City. This study specifically aims to respond to the

following questions:

1. What is the effect of pet-friendly policies implemented by She’s Amelia

Café in Tacloban City in terms of:

1.1 Customer Experience;

1.2 Daily Operation

1.3 Customer Loyalty and Perceived Value

2. What is the overall impact of pet- friendly policies at She's Amelia Cafe,

Tacloban City?

Objective of the Study

The main objective of this research is to determine the effect of pet-

friendly policies at She's Amelia Cafe, Tacloban City. To achieve this, the

specific objectives are as follows:

1. To determine the effect of pet- friendly policies implemented by at She's

Amelia Cafe, Tacloban City in terms of:

1.1 Customer Experience;

1.2 Daily Operations; and

1.3 Customer Loyalty and Perceived Value.

2. To determine is the overall effect of pet- friendly policies at She's

Amelia Cafe, Tacloban City.

Significance of the Study

This study, " Determine the effect of pet-friendly policies at She’s

Amelia Café, Tacloban City," is significant for several key stakeholders:

For She’s Amelia Café. the findings will provide data-driven insights

that inform decision-making, enhance competitive advantage, improve

operational efficiency, and positively impact financial performance through

increased customer loyalty.

For She’s Amelia Café Customers. particularly pet owners, the study

will enhance their dining experience by ensuring that the cafe's policies align

with their preferences and needs.

For Business Owners and Cafe Operators. This research will provide

valuable insights into how pet-friendly policies impact customer satisfaction,

particularly in the food and beverage industry. It will help business owners

understand whether allowing pets enhances the overall customer experience or

if it poses challenges in terms of operational efficiency and guest comfort.

For the Hospitality and Food Service Industry. The study contributes

to the growing body of knowledge in the hospitality sector about the

effectiveness of pet-friendly policies.

For Local Government and Tourism Authorities. Given the rising

trend of pet-friendly destinations and tourism, the findings of this study could be

useful for local government and tourism authorities in Tacloban City. It can
serve as a reference for developing guidelines and standards for pet-friendly

policies in public spaces and businesses.

For Future Researchers. This study provides a foundation for further

exploration of pet-friendly policies in various business settings. Future

researchers can build on the findings to examine other aspects, such as the

financial implications, long-term customer loyalty, and the broader impact of

pet-friendly policies on business performance.

Scope and Delimitations of the Study

Randomly selected customers of She’s Amelia were used as a sample in

conducting the study.

This study limits its coverage to the customers of She’s Amelia Café only. Its

main purpose is to identify the effect of Pet-friendly policies implemented by the

establishment.

Definition of terms

The following terms were defined conceptually for better understanding

to the readers:

Dining Experience. Refers to the overall perception and enjoyment of

patrons during their visit to a restaurant or cafe. This includes the quality of

food, customer service, ambiance, and in this case, how accommodating the

establishment is toward pet owners and their pets.

Pet-Friendly Policies. Refer to the guidelines, practices, and rules that

allow customers to bring their pets, typically dogs or cats, to a business

establishment. These policies often include provisions to ensure both the safety
and comfort of other patrons, pets, and staff, while maintaining a welcoming

environment for pet owners.

Customer Loyalty. Refers to a customer’s commitment to returning to a

business due to positive experiences and satisfaction. In this study, customer

loyalty will be evaluated based on how the cafe’s pet-friendly policies

encourage repeat visits and recommendations to others.

She’s Amelia Café. A dining establishment located in Tacloban City,

which offers a pet-friendly environment. This cafe serves as the case study for

this research, focusing on how its pet-friendly policies impact customer

satisfaction.

Tacloban City. A capital city of the province of Leyte in the

Philippines. It is the location of She's Amelia Cafe, and this study will focus on

the local community’s response to the cafe's pet-friendly initiatives.

 CHAPTER II

REVIEW OF RELATED LITERATURE

The following related literature and studies determines the effect of Pet-

Friendly Policies at She’s Amelia Café, Tacloban City.

Related Literature

Churakova et al. (2021) emphasize that establishments accommodating pets

can significantly enhance the customer experience, as pet owners feel valued and

understood, leading to increased loyalty and repeat visits. The hospitality industry has

seen a notable trend in the adoption of pet-friendly policies in cafes and restaurants,

which has increased patron loyalty and happiness. Studies reveal that these

regulations establish a welcoming environment for pet owners and promote a feeling

of camaraderie among customers.

Moreover, Ras (2023), whose report indicates a 58 percent increase in Yelp’s

“Dogs Allowed” filter for restaurant searches between May 2021 and May 2023.

Many food service business owners have recognized the potential benefits of

accommodating pets, particularly dogs, for their businesses. Whereas, both the food

service sector and regulatory bodies have offered solutions that accommodate patrons

with or without pets in response to the worries about food safety related to animals

near dining areas.

Additionally, pet-friendly food services are advised to designate specific areas,

indoor or outdoor, for dogs and patrons who wish to dine near them (Durbin, 2023).

Therefore, bringing pets to restaurants is not a major concern according to the rules

and guidelines set by the food service industry and regulatory authorities. This is
because measures like designated pet-friendly areas and requirements for pet owner

control help ensure the safety and comfort of all patrons.

According to Cottam et al. (2020) support this view, asserting that pet-

friendly environments not only improve individual customer experiences but also

facilitate social connections among patrons, contributing to a lively and welcoming

ambiance that can significantly enhance overall customer satisfaction. Thus, it helps

to support the good ambiance contribute by four-legged friends. Pets shown that it

helps to determine to enhance the social interactions of customers.

Gazzoli et al. (2019) highlight that cafes that embrace pet-friendly practices

can expand their market reach, attracting a wider audience that prioritizes such

amenities. This marketability is crucial for cafes like She’s Amelia, as it positions

them favorably within a competitive landscape.

Related Studies

The main benefits and drawbacks of pet-friendly policies, as well as the many

barriers and restrictions and suggested managerial techniques to get over them.

Although managers were usually enthusiastic and interested in the topic, they also

noted that there were difficulties in putting a pet-friendly strategy into practice

because there were few actual research showing its advantages. The results of the

second study showed that pet-friendly policies improved workers' well-being and

work engagement by meeting their demands for relatedness, competence, and

autonomy.

Some organizations have implemented pet-friendly practices—policies aimed

at enhancing employee motivation and strengthening the bond between employees

and their pets. Pet-friendly practices can range from simple or low-commitment

options, such as offering pet insurance and telework, to more complex or high-

commitment practices, like allowing employees to bring their pets to work. These

initiatives are increasingly viewed as strategies to improve employee productivity,

well-being, and retention. Additional benefits include lower absenteeism rates,

higher morale, increased productivity, stronger organizational commitment, and an

improved perceived workplace climate. Silva (2024).

 CHAPTER III

METHODOLOGY

This chapter discusses the systematic method used by the researchers

in conducting the study. This deal with the research design, locate of the study,

research respondents, the research instrument and data gathering procedure

affiliated while doing the study.

Research Design

The quantitative method of research was used in this study. It aims to

determine the effects of pet-friendly policies in She’s Amelia Café and gather

responses from the random customers. This research will utilize a questionnaire which

was a distinguishable aspect to obtain, determine the data collected in this study.

Research Locale

She's Amelia Café is one of the coffee shops advocating for the

empowerment of children with special needs and individuals with disabilities

through arts education and development in Tacloban City. It is located on

Avenida Veteranos, making it accessible to local food and various fast-food

restaurants. Additionally, it is within walking distance of the Archdiocesan

Shrine of Santo Niño Parish Church.

 Figure 1. Map of the Research Locale

The figure above (Figure 1) showed the map of She’s Amelia Cafe

where the study will be connected by the researchers.

Research Respondents

The researchers randomly selected fifty (50) individuals who are

customers of She’s Amelia and will serve as the respondents of the study. This

includes customers who are pet owners and non-pet owners. Simple Random

Sampling was used in the study to get a better result since all customers have a

chance to be selected in the study.

Research Instrument

The questionnaire is a researcher-made instrument. The instrument

contains a Likert scale method. The respondent will optionally provide their

identity. Below is a table that shows the Strongly Agree to Strongly Disagree

with 5-1 rating based on their experiences about the effects of pet friendly

policies in the establishment in order for the researcher to track easily the

findings.
Data Collection Procedure

A letter of request to conduct the study was prepared and addressed to

the customers and employees of She’s Amelia, which was received by the staff.

After receiving approval from the manager, the researchers conducted a Likert

scale survey with the study respondents and distributed the survey questionnaire

to the customers of She’s Amelia Cafe. Following the distribution of the survey

questionnaire, the researchers organized the data for further analysis and

interpreted it using appropriate statistical tools. Finally, with accurate

application of statistics, conclusions were drawn based on the illustrated facts.

Statistical Tool

The weighted mean is utilized to interpret the effect of pet-friendly

policies implemented by the She’s Amelia in Tacloban City.

Below is the data gathering computation formula:

Weighted mean:

Wm= Ʃ(f)Wp

Where:

Wm= Weighted Mean

Ʃ = Summation

f = Frequency of respondents

n = number of respondents
Wp= Weighted Point

Likert Scale Method was used to interpret the gathered data. The respondents

rated the effectiveness on a scale from 1 to 5, where 1 represents "Strongly Disagree,"

2 denotes "Disagree," 3 indicates "Neutral," 4 signifies "Agree" and 5 means

"Strongly Agree"

Interpretation of Data

In order to come up with a working description of the variables in this study,

the following categorizations;

Mean Range Description

4.20-5.00 Strongly Agree

3.40-4.19 Agree

2.60-3.39 Neutral

1.80-2.59 Disagree

1.00-1.79 Strongly Disagree

 CHAPTER IV

RESULT AND DISCUSSIONS

This chapter discusses the relevant collected data that correspond the findings.

Whereas, it shows the result of the responses of the respondents using the Likert scale

method.

Section 1: Customer Mean Verbal Interpretation

Experience

The café’s pet-friendly 4.76 Strongly Agree

policies enhance my

overall dining experience

The staff was 4.62 Strongly Agree

accommodating and

knowledgeable about pet-

related needs.

The environment was 4.70 Strongly Agree

clean and comfortable for

both customers and pets.

I felt that the café 4.56 Strongly Agree

provided a welcoming

atmosphere for pet

owners.

The pet-friendly features 4.92 Strongly Agree

made my visit more

 enjoyable.

Overall mean 4.71 Strongly Agree

Table 1.1 Customer Experience

Table 1.1 shows the impact of pet-friendly policies on customer experience at

She’s Amelia Café, Tacloban City.

For the statement, ‘The café's pet-friendly policies enhanced my overall

dining experience,’ respondents strongly agree, with a weighted mean of 4.76. This

indicates that the pet-friendly policies significantly contribute to enhancing the overall

dining experience, making it a key driver of customer satisfaction. The statement,

‘The staff was accommodating and knowledgeable about pet-related needs,’ also

garnered a strong agreement, with a weighted mean of 4.62. This reflects the high

level of appreciation for the staff’s ability to address pet-related needs effectively,

which is essential for creating a welcoming and inclusive environment. Similarly,

‘The environment was clean and comfortable for both customers and pets’

received a weighted mean of 4.70, indicating strong agreement. This highlights the

café's success in maintaining hygiene and comfort, which are critical factors for a

positive experience in a pet-friendly setting. For ‘I felt that the café provided a

welcoming atmosphere for pet owners,’ respondents also strongly agree, with a

weighted mean of 4.56. Although slightly lower than other statements, this still

demonstrates the café’s ability to make pet owners feel included and valued. Lastly,

the statement, ‘The pet-friendly features made my visit more enjoyable,’ received

the highest weighted mean of 4.92, reflecting the exceptional impact of these features

on customer enjoyment. This shows that the pet-friendly features are not only

appreciated but are a defining factor in the overall positive experience at the café.
 Overall, the category’s weighted mean of 4.71 (Strongly Agree) underscores

the effectiveness of the café’s pet-friendly initiatives in enhancing customer

experience. These results emphasize the importance of such policies in fostering

customer satisfaction and loyalty.

Section 2: Customer Mean Verbal Interpretation

Loyalty

I am more likely to return 4.76 Strongly Agree

to this café because of its

pet-friendly policies.

I would recommend this 4.68 Strongly Agree

café to other pet owners.

The pet-friendly policies 4.60 Strongly Agree

make this café stand out

from its competitors.

I feel a stronger 4.84 Strongly Agree

connection to this café

because it supports pet-

friendly initiatives.

I am more inclined to 5.00 Strongly Agree

choose this café over

others due to its pet-

friendly features.

Overall mean 4.78 Strongly Agree

Table 1.2. Customer Loyalty

 Table 1.2 shows the impact of pet-friendly policies on customer loyalty at

She’s Amelia Café, Tacloban City.

For the statement, ‘I am more likely to return to this café because of its pet-

friendly policies,’ respondents strongly agree, with a weighted mean of 4.76. This

indicates that the café’s pet-friendly policies play a significant role in fostering repeat

visits from customers, highlighting their importance in customer retention. The

statement, ‘I would recommend this café to other pet owners,’ also received strong

agreement, with a weighted mean of 4.68. This reflects that customers view the pet-

friendly features as a unique selling point worthy of recommendation, suggesting a

positive word-of-mouth effect. For ‘The pet-friendly policies make this café stand

out from its competitors,’ respondents strongly agree, with a weighted mean of 4.60.

This demonstrates the café's differentiation in the market, suggesting that the pet-

friendly policies give it a competitive edge. The statement, ‘I feel a stronger

connection to this café because it supports pet-friendly initiatives,’ achieved a

weighted mean of 4.84, indicating strong agreement. This underscores the emotional

bond customers feel with the café due to its advocacy for pet-friendly values. Lastly,

the statement, ‘I am more inclined to choose this café over others due to its pet-

friendly features,’ received the highest weighted mean of 5.00. This reflects

unanimous strong agreement, signifying that the café’s pet-friendly features are a

decisive factor in customers’ choice of dining establishment.

Overall, the category’s weighted mean of 4.78 (Strongly Agree) highlights the

effectiveness of the café’s pet-friendly policies in building loyalty among customers.

These results affirm the value of such initiatives in encouraging repeat business and

enhancing the café’s market position.

 Section 3: Perceived Mean Verbal Interpretation

Value

The pet-friendly amenities 4.86 Strongly Agree

provided were worth the

cost of dining here.

The pet-friendly policies 4.80 Strongly Agree

add significant value to

this café.

The benefits of bringing 4.78 Strongly Agree

my pet outweigh any

additional costs or effort.

The café provides a good 4.68 Strongly Agree

balance of quality,

service, and pet-friendly

features.

I believe this café offers 4.92 Strongly Agree

better value for pet

owners compared to other

establishments.

Overall mean 4.81 Strongly Agree

Table 1.3 Perceived Value

 Table 1.3 shows the impact of pet-friendly policies on perceived value at

She’s Amelia Café, Tacloban City.

For the statement, ‘The pet-friendly amenities provided were worth the

cost of dining here,’ respondents strongly agree, with a weighted mean of 4.86. This

indicates that customers perceive the amenities as offering excellent value for money,

reflecting a strong alignment between the features provided and their associated costs.

The statement, ‘The pet-friendly policies add significant value to this café,’ also

received strong agreement, with a weighted mean of 4.80. This highlights the

importance of these policies in enhancing the café's overall value proposition for its

customers. For ‘The benefits of bringing my pet outweigh any additional costs or

effort,’ respondents strongly agree, with a weighted mean of 4.78. This suggests that

customers feel the convenience and enjoyment of bringing their pets to the café

justifies any additional expenditures or efforts required. The statement, ‘The café

provides a good balance of quality, service, and pet-friendly features,’ achieved a

weighted mean of 4.68, indicating strong agreement. This shows that customers

appreciate the café’s efforts to balance multiple aspects of its offerings while

maintaining a pet-friendly focus. Lastly, the statement, ‘I believe this café offers

better value for pet owners compared to other establishments,’ received the

highest weighted mean of 4.92. This reflects unanimous strong agreement,

underscoring the café’s ability to stand out as a top choice for pet owners seeking

value and quality.

Overall, the category’s weighted mean of 4.81 (Strongly Agree) emphasizes

the exceptional perceived value the café offers to its customers. These results
highlight the café's success in aligning its pet-friendly initiatives with customer

expectations and market demands, further strengthening its competitive advantage.

Category Overall Weighted Mean Verbal Interpretation

Customer Experience 4.71 Strongly Agree

Customer Loyalty 4.78 Strongly Agree

Perceived Value 4.81 Strongly Agree

Table 1.4 Summary of Overall Results

The results collectively confirm that She’s Amelia Café's pet-friendly policies

are highly effective across all evaluated dimensions. With consistently high ratings,

these initiatives not only enhance customer satisfaction but also drive loyalty and

perceived value. The café’s ability to excel in all three areas reinforces its position as

a preferred destination for pet owners, setting a benchmark for service excellence in

pet-friendly hospitality.
 CHAPTER V

CONCLUSIONS AND RECOMMENDATIONS

Discussed herein are the significant findings in light of the conceived

objectives of this study. It also presents the conclusions drawn from the findings and

the recommendations offered.

Conclusions

The results from the customer experience, customer loyalty, and perceived value

sections of the study clearly indicate that She’s Amelia Café's pet-friendly policies are

highly effective in creating a positive impact on its customers. Across all dimensions,

the café has earned strong agreements from respondents, showcasing the significant

contribution of its pet-friendly initiatives.

The café's pet-friendly policies significantly enhance the overall dining

experience, with high ratings in key areas such as the café's environment, staff

knowledge, and welcoming atmosphere. The pet-friendly features are particularly

valued, with respondents expressing a high level of satisfaction (overall mean of

4.71). These factors combine to create a unique and enjoyable experience for

customers.
 The pet-friendly policies are shown to foster strong customer loyalty, as

respondents are more likely to return to the café, recommend it to others, and choose

it over competitors due to its pet-friendly features (overall mean of 4.78). This

highlights the importance of these policies in retaining and attracting customers.

The café's pet-friendly amenities are perceived as offering excellent value for

money, with customers agreeing that the benefits of bringing their pets outweigh any

associated costs (overall mean of 4.81). This demonstrates that the café is successfully

meeting the needs of pet owners and differentiating itself from competitors.

Recommendations

This part helps to recommend the following to the café:

1. Given the overwhelming positive response, it is recommended that She’s

Amelia Café continues to prioritize and expand its pet-friendly policies.

This can include introducing additional amenities or events that cater to

pets, further enhancing the café’s appeal to pet owners.

2. While the staff's knowledge and accommodation of pet-related needs were

highly rated, continuous training should be implemented to ensure they

remain informed and equipped to handle any new pet-related trends or

requirements. Engaging with customers to gather feedback on staff

interactions can further improve service quality.

3. The café should leverage its pet-friendly policies as a key marketing point,

promoting them through social media, local advertising, and partnerships

with pet-related businesses. Highlighting these features can further

differentiate the café from competitors and attract a wider customer base.
 4. To ensure that the café maintains its high standards, it is important to

regularly assess the customer experience, particularly in terms of the pet-

friendly environment and policies. This can be achieved through ongoing

surveys or direct feedback from customers.

5. Given the strong customer loyalty demonstrated in the results, introducing

a loyalty program specifically tailored for pet owners could further

enhance customer retention. Rewards could be offered for repeat visits,

referrals, or for engaging with the café’s pet-related promotions.

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