Home⇛Journal of Interdisciplinary Perspectives⇛vol. 4 no. 1 (2026)

Factors Affecting Business Sustainability of Public Market Vendors in Northern Mindanao, Philippines

Lovely Joy C. Yroila | Alexis Joseph C. Tagadiad | Dianna Bernadeth P. Basalo | Shirra Mae A. Pelobello | Allan V. Beliganio

Discipline: business studies

 

Abstract:

Public market vendors are essential contributors to local economies in Northern Mindanao, yet their long-term business sustainability remains underexplored in empirical research. This study addresses that gap by examining how business permits, strategies, resources, and customer retention influence the sustainability of public market vendors in Cabanglasan, Bukidnon. A quantitative descriptive research design was employed, with survey data collected from 126 vendors via census sampling. Regression analysis was used to assess the relationship between business factors and sustainability outcomes. Findings indicate that compliance with business permit requirements is essential for maintaining legal operations and avoiding regulatory or financial risks. Resource availability—including financial capacity, equipment, and access to skills training—supports consistent business performance. Strategic initiatives, including marketing, innovation, and operational efficiency, enhance competitiveness. Customer retention also emerged as a critical determinant, emphasizing the role of engagement, feedback, and service quality in fostering loyalty. The analysis confirmed that business permits, resources, and strategies significantly affect sustainability, thereby rejecting the null hypothesis. These results underscore the importance of targeted policies and support mechanisms that promote regulatory compliance, improve access to resources, and strengthen strategic capabilities. Such interventions are vital to ensuring the long-term resilience of public market vendors in Northern Mindanao.



References:

  1. Ali, N., & Shabn, O. S. (2024). Customer Lifetime Value (CLV) insights for strategic marketing success and its impact on organizational financial performance. Cogent Business & Management, 11(1), Article 2361321. https://doi.org/10.1080/23311975.2024.2361321
  2. Alkitbi, S., Alshurideh, M. T., Al Kurdi, B., & Salloum, S. (2020). Factors affect customer retention: A systematic review. International Journal of Marketing Studies. https://doi:10.1007/978-3-030-58669-0-59
  3. Ameyaw, M. N., Idemudia, C., & Iyelolu, T. V. (2024). Financial compliance as a pillar of corporate integrity: A thorough analysis of fraud prevention. Finance & Accounting Research Journal, 6(7), 1157–1177. https://doi.org/10.51594/farj.v6i7.1271
  4. Andriyani, D., Nailufar, F., Yurina, Y., Rahmah, M., & Ratna, R. (2022). Analyzing the sustainability of micro, small, and medium enterprises during COVID-19 pandemic in Bireuen Regency, Indonesia. International Journal of Business, Economics, and Social Development, 2(3), 159–170. 
  5. Angeles, T. (2021). Categorizing taxpayers: A mixed-method study on small business tax compliance in the Philippines. The South East Asian Journal of Management, 15(2), Article 5. DOI: 10.21002/seam.v15i2.13295. Available at: https://scholarhub.ui.ac.id/seam/vol15/iss2/5
  6. Armas, K., Villegas, M., Lopez, M. N., & La Penia, R. L. (2024). Rethinking mobile food safety:   A strategic framework for ambulant vendors in the Philippines. International Review of Management and Marketing, 14(4), 132–142. https://doi.org/10.32479/irmm.16263  
  7. Astuty, E., Sudirman, I. D., & Aryanto, R. (2024). Sustainable resilience strategy: Unleash the micro-businesses’ potential in the digitalization and sustainability era. Cogent Business & Management, 11(1), 2313672. https://doi.org/10.1080/23311975.2024.2313672 
  8. Binsaeed, R. (2023). Navigating regulatory challenges: Compliance and business sustainability. Entrepreneurship & Organization Management, 12(3), 411.  
  9. Bonett, D., & Wright, T. (2014). Cronbach’s alpha reliability: Interval estimation, hypothesis testing, and sample size planning. Journal of Organizational Behavior, 35(3), 339–348. https://doi.org/10.1002/job.1960
  10. Cabaleiro-Cerviño, G., & Mendi, P. (2024). ESG-driven innovation strategy and firm performance. Eurasian Business Review, 14(2), 137–185. https://doi.org/10.1007/s40821-024-00254-x
  11. Camilleri, M. A. (2020). Strategic corporate social responsibility in tourism and hospitality. Sustainable Development, 1–3.  https://doi.org/10.1002/sd.2059
  12. Chua, K. T., & Byun, H.-Y. (2024). Impact of sustainability reporting initiatives on the financial performance of Philippine listed companies. Environmental Economics, 15(1), https://doi.org/10.21511/ee.15(1).2024.11 
  13. Donthu, N., & Gustafsson, A. (2020). Effects of COVID-19 on business and research. Journal of Business Research, 117, 284–289. https://doi.org/10.1016/j.jbusres.2020.06.008 
  14. Dzomonda, O. (2022). Environmental sustainability commitment and access to finance by small and medium enterprises: The role of financial performance and corporate governance. Sustainability, 14(14), 8863. https://doi.org/10.3390/su14148863 
  15. Estébanez, R., &  Martín, F. J. (2025). Business sustainability and its effect on performance measures: A comprehensive analysis. Sustainability, 17(1), 297. https://doi.org/10.3390/su17010297
  16. Fitriyani, I., Sudiyarti, N., & Fietroh, M. N. (2020). Strategi manajemen bisnis pasca pandemi COVID-19. Indonesian Journal of Social Sciences and Humanities, 1(2), 87–95. https://tinyurl.com/yw6hc59h
  17. Hamdouna, M., & Khmelyarchuk, M. (2025). Technological innovations shaping sustainable competitiveness: A systematic review. Sustainability, 17(5), 1953. https://doi.org/10.3390/su17051953 
  18. Hasyim, H., & Bakri, M. (2024). Challenges and strategies for small business survival. Journal of Business Management Research, 6(2), 80-90. 
  19. Ismail, N., Anridho, N., Md Isa, M. A., Abd Rahman, N. H., & Ismail, N. (2022). Corporate sustainability and firms' financial performance: Evidence from Malaysian and Indonesian public listed companies. International Journal of Economics and Management, 16(2), 213–224. 
  20. Iyamabo, J., & Olutayo, O. (2013). A three-component definition of strategic marketing. International Journal of Marketing Studies, 5(1). DOI:10.5539/ijms.v5n1p16
  21. Labilles, J. (2024). Regulation of public market. Scribd. https://tinyurl.com/2axhz36d 
  22. Marolt, M., Lenart, G., Borštnar, M. K., & Pucihar, A. (2024). Exploring digital transformation journey among micro, small-, and medium-sized enterprises. Systems, 13(1), 1. https://doi.org/10.3390/systems13010001
  23. McCombes, S. (2023). Descriptive research design | Definition, methods, and examples. Scribbr. Retrieved from https://tinyurl.com/bdeyncab
  24. Niño, A. G., & Gentoral, F. (2024). Compliance with business permits and licensing system requirements: Effects on business performance and satisfaction among MSMEs. Journal of Interdisciplinary Perspectives, 2(10), 220–231. https://doi.org/10.69569/jip.2024.0426 
  25. Rane, N., Achari, A., & Choudhary, S. (2023). Enhancing customer loyalty through quality of service: Effective strategies to improve customer satisfaction, experience, relationship, and engagement. International Research Journal of Modernization in Engineering Technology and Science, 5(5), 427–452. https://doi.org/10.56726/IRJMETS38104 
  26. Rosário, A., & Casaca, J. (2023). Relationship marketing and customer retention: A systematic literature review. Studies in Business and Economics, 18(3), 44–66. Published Online: January 11, 2024. https://doi.org/10.2478/sbe-2023-0044
  27. Sehnem, S., Jabbour, C. J., Yong, J. Y., Yusliza, M.-Y., Ramayah, T., & Mani, V. (2020). Pathways towards sustainability in manufacturing organizations: Empirical evidence on the role of green human resource management. Business Strategy and the Environment, 29(1), 212–228. https://doi.org/10.1002/bse.2359
  28. Siedlecki, S. (2020). Understanding descriptive research design and methods. Journal of Nursing Research. 28(4), 1-6.
  29. Song, M. (2022). Market competition and regulatory compliance in public, non-profit, and for profit organizations. Public Management Review, 25(11), 1701-1724.  
  30. Setyaedhi, H. (2024). Comparative test of Cronbach’s alpha reliability coefficient, Kr-20, Kr-21, and Split-Half Method. Journal of Education Research and Evaluation, 8(1), 47–57. https://doi.org/10.23887/jere.v8i1.68164 
  31. Zhang, W., Zeng, X., Liang, H., Xue, Y., & Cao, X. (2023). Understanding how organizational culture affects innovation performance: A management context perspective. Sustainability, 15(8), 6644. https://doi.org/10.3390/su15086644

Tools


Copyright © 2026  KITE Digital Educational Solutions |  Exclusively distributed by CE-Logic