ABSTRACT

This study investigated the impact of Prestige Automobile Displays on the dining experience at Karrera Showroom Café in Alabang, a unique venue combining high-end car showcases with a café environment. Utilizing the Servicescape Theory and Conspicuous Consumption Theory as frameworks, the researchers explored how automobile design, café environment, and visual appeal influence customer satisfaction, time spent, and perceived value for money. A descriptive-quantitative approach was employed, with data collected from 397 respondents through a structured survey. Findings revealed that luxury car displays significantly enhance the café’s ambiance, creating a unique and memorable dining experience. Visual appeal emerged as the most influential factor, driving customer satisfaction and fostering positive word-of-mouth. Statistical analysis confirmed strong correlations between automobile display and dining satisfaction, time spent, and value perception, underscoring the strategic value of integrating prestige elements in hospitality settings. The study provided actionable insights for the hospitality and automotive industries, offering a model for blending luxury marketing with experiential dining to attract diverse customer demographics and promote brand prestige.

Keywords: Prestige Automobile Display, Dining Experience, Customer Satisfaction

Author/s:

Balbuena, Mary Grace B.
marygracrbalbuena28@gmail.com
Lyceum of Alabang

Tengco, Joshua Emmanuel
Lyceum of Alabang

Valdez, Rowella M.
Lyceum of Alabang

Arlan, Ian Roland M.
Lyceum of Alabang