Pamantasan ng Lungsod ng Marikina

College of Management and Technology of Business

Administration and Accountancy Department

“THE PERCEIVED VALUE DERIVED FROM PATJAR CAFÉ THAT

INFLUENCES CUSTOMERS’ EXPECTATION AND VALUE ADDED
SERVICE: BASIS FOR CUSTOMERS LOYALTY”

A Market Research Presented To

The Faculty of the College of Management and Technology of Business Administration and
Accountancy Department
Pamantasan Ng Lungsod ng Marikina
Marikina City

In Partial Fulfillment of the Requirements for the Degree

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION
Major in Marketing Management

By
BALBUENO,SHEIRA MAE
DIMARUCUT,DARLENE JOY
SIBOL,JOHN EMMANUEL S.
TORRES,JOMARIE

3BAM6E

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 PAMANTASAN NG LUNGSOD NG MARIKINA
College of Management and Technology of Business
Administration and Accountancy Department
Sierra madre Street corner Rainbow Street, SSS Village, Concepcion Dos, Marikina City
College of Business Administration

APPROVAL SHEET

This thesis entitled

“THE QUALITY SERVICE OF PATJAR CAFÉ IN CALUMPANG MARIKINA CITY

PERTAINING TO THE CUSTOMER EXPECTATION AND PERCEPTION”
Prepared and submitted by BALBUENO, SHEIRA MAE, DIMARUCUT, DARLENE JOY,
SIBOL, JOHN EMMANUEL, and TORRES, JOMARIE L. has been examined and is
recommended for approval and acceptance for PRE-ORAL DEFENSE

DR. CAROLINA DITAN

ADVISER
PANEL OF EXAMINERS

APPROVED by the committee on Pre- Oral Examination

April 3, 2018
Prof. Archie Palangoy
Panelist

Prof. Liberty Solomon Prof. Reginal Cawaling

Panelist Panelist

ACCEPTED in Partial fulfillment of the requirements for the degree COLLEGE OF

MANAGEMENT AND TECHNOLOGY DEPARTMENT OF BUSINESS
ADMINISTRATION AND ACCOUNTANCY Major in Marketing Management

Dean

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 PAMANTASAN NG LUNGSOD NG MARIKINA
College of Management and Technology of Business Administration and
Accountancy Department
Sierra madre Street corner Rainbow Street, SSS Village, Concepcion Dos, Marikina City
Tel. No. (02) 975-9071
College of Business Administration

Certificate of Originality

This is to certify that this research paper is a group work and does not contain any

material previously published or written by another person nor material which to a substantial

extent has been accepted for the award of any degree or diploma in Pamantasan ng Lungsod ng

Marikina, and other educational institutions except where due acknowledgement is made in the

thesis. Any contribution made to the research by others, with whom we have worked at

Pamantasan ng Lungsod ng Marikina or elsewhere, is explicitly acknowledged in the thesis.

Balbueno, Sheira Mae Dimarucut, Darlene Joy M.

Candidate 1 Candidate 2

Sibol, John Emmanuel S. Torres, Jomarie L

Candidate 3 Candidate 4

Date: April 3, 2018

Attested by:

Dr. Carolina Ditan

Adviser

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 ACKNOWLEDGEMENT

The researchers would like to show their great appreciation to the following who gave

support.

First, the researchers would like to thank god for giving them a wisdom, strength and for

guiding them while doing this research.

Secondly, the research is thankful for their Research Adviser, Dr. Carolina Ditan for

teaching and guiding them and also for correcting the mistakes of the group.

And also, the researchers would like to acknowledge the support and help of Prof. Maria

Christina Balmores and Prof. Dave David for giving them advice and guidance to the group

throughout their research paper.

The researchers would like to thank their families for giving them such a ceaseless

support, Motivation, encouragement and Inspiration. Also, the researchers would like to thank

their friends for all the help and support that they provide.

Thank you very much from the bottom of our hearts.

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 TABLE OF CONTENTS
CHAPTER I: Introduction and Review of Related Literature
Introduction 1
Review of Related Literature 3
Socio Demographic 3
Socio Demographic: Age 3
Socio Demographic: Gender 4
Socio Demographic: Educational Attainment Status 5
Socio Demographic: Average Monthly Income Status 6
ServQual 7
Dimensions of Service Quality 9
Reliability 10
Assurance 10
Tangible 11
Empathy 12
Responsiveness 12
Customers Loyalty 13
Theoretical Framework 14
Conceptual Framework 16
Statement of the Problem 17
Significance of the Study 18
Scope and Limitations 19
Definitions of Term 20

CHAPTER II: Methods

Research Design 22

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The Participants 23
The Instrument 24
Likert Scale 25
The Data Gathering Procedure 25
The Data Analysis Tool 27
References 30
Appendix I: Letter 33

Appendix II: Questionnaire 34

Appendix III: Vicinity Map 36

Appendix IV: Resume 37

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 LIST OF FIGURES
Figure 1.1 Servqual Model 15

Figure 1.2 Research Paradigm 16

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 LIST OF TABLES

Table 1 Likert Scale 24

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