Business Owners' Empathy Level on Consumer’s Feedback on Social Media and Impact on Consumers' Purchasing

Abstract

The empathy level on consumer feedback measures the degree to which business owners understand and respond to customer concerns, emotions, and needs. This study investigated the role of business owners' empathy in responding to consumer feedback on social media and its impact on purchasing behavior in Cebu's food industry. Using a mixed-method approach with qualitative interviews and quantitative surveys, the study examined Food Trays, Coffee Stalls, and Cakes & Pastries businesses, involving five brands from each business category and 150 consumer respondents. Findings revealed that empathetic business owners significantly boosted customer trust, satisfaction, and loyalty, fostering emotional connections that drove purchasing decisions. Quantitative data indicated strong empathy among business owners, with social, personal, psychological, and marketing factors notably influencing consumer behavior. The study concluded that empathy was crucial for business success, especially in leveraging social media interactions. Recommendations included empathy training, structured feedback systems, and empathy-driven marketing strategies, promoting a customer-centric culture. This research highlighted empathy's potential to enhance business performance, foster customer loyalty, and achieve sustainable growth in a competitive market.