Exploring Business Management Practices of Milk Tea Houses in Selected Urban Towns of Nueva Vizcaya

This study aimed to analyze the business management practices of milk tea houses in three urban towns in a province, with a focus on the implications of the COVID-19 pandemic. The study sought to elucidate the business profiles of these establishments, analyze their management practices regarding product marketing, operational procedures, and human resource management, and consider the unique challenges posed by the pandemic. The business management practices were delineated across various dimensions, including marketing strategies such as the procurement of beverage materials and the marketing of products, operational aspects such as beverage preparation and ensuring food safety, and the management of the human resource group. The study also considered the adaptations and innovations implemented by milk tea houses in response to the challenges brought about by the COVID-19 pandemic. Further analysis revealed significant correlations between demographic profiles (age, sex) and related training with marketing practices. The position of personnel and the NC acquired exhibited significant differences in operational practices, specifically in the types of beverage services and the preparation of milk tea. Age and personnel position were also found to significantly impact human resource management practices, particularly in personnel qualities and attitude, observation tours, and skills and competencies, with considerations for the changing dynamics introduced by the pandemic. In line with these findings, a business scheme has been formulated to enhance the overall operation of milk tea businesses, considering the persistent influence of the COVID-19 pandemic on the industry. This research provides valuable insights for practitioners and stakeholders navigating the evolving landscape of the milk tea business amid global challenges.