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POLYTECHNICUNIVERSITY OF THE PHILIPPINES 1

CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

Introduction

Customer satisfaction plays an important role in the total business trend for

the transaction and other business activities. People consider the other outcomes

of other consumer in determining their own satisfaction with a transaction.

Companies now recognize that the economy had changed. Nowadays, multi-

tasking individuals increased their expectations and preferences including the

product and services that they purchase. Measuring customer’s satisfaction is

relatively fascinating and is one of the newest concepts to many companies which

are previously focused on the income statements and balance sheets. Another,

increased competition with little product differentiation but has continual sales

growth have indicated today’s competitors that their focus must change. Customer

service is another important factor to be consider, retailers build a sustainable

competitive advantage by offering customer service. Convenience stores such as

Ministop and Seven Eleven offer not just delightful products but also warm service

to their customers. All employees of a retail firm and all elements of the retailing

mix provide services that increase the value of their merchandise. Convenience

stores sell product 24hours, 7 days a week. The convenience stores break the bulk

so that customers may enjoy foods and other products in small quantity anytime

anywhere.
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Increasing competition is forcing businesses to pay much more attention to

satisfying customers, including providing strong customer service. Successful

recognizing of customer satisfaction is a critical weapon that can bring increased

market share and increased profit and even for product and service development.

The research problem is designed to provide the researchers with the information

on factors that impact the customer’s acquisition, consumption and disposition of

goods, services and ideas. Many of people underestimated the power of feedback,

the relationship that when customers rate their satisfaction level as very satisfied,

their loyalty is very high. Whenever goods, services, ideas or experiences are

transferred from one entity to another, an exchange takes place.

The researcher’s would like to study customers satisfaction to fully

understand the current trend for business in terms of the strategy, actions and

processes and the new approach which is the “lifetime value” of customers that

includes customer satisfaction and seek to increase it. The researchers choose

convenience stores that exude energy with its modern innovative, warm and

pleasantly clean ambience. The corporation’s unique combo format makes it the

only convenience store that serves in-store prepared food product 24/7.It adapts to

the needs of the consumers with both creativity and practicality, and continuously

introduces new products to supply the changing needs of the market. The

researchers aimed to prove that building customer satisfaction and loyalty is the

key to profitable business.


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Background of the Study

A large factor in determining the like hood of success and profits in an

organization is customer satisfaction. When there is customer loyalty, the customer

retention rate is high and business result tends to follow. Without the customer, it is

impossible for any business to sustain itself and to continue its operations.

Achieving desired result is frequently a result of customer actions. Any business

without focus on customer satisfaction is at the mercy of the market. Without a

loyal customers eventually a competitors will satisfy those desire and your

customer retention rate will decrease. Providing the goods and services that the

customer wants in the packaging they want in retail outlets which are conveniently

to use or consume and well placed. It is clear about customer’s satisfaction is that

customer most likely to appreciate the goods and services that they buy if they are

made to feel special. This occurs when they feel that the goods and services that

they buy have been specially produced for them or for people like them.The retail

changes over time and a smart retailer should work towards making business

destination itself. Convenience stores are essentially found in residential areas.

They provide limited amount of merchandise at more than average prices with a

speedy checkout. The stores are ideal for emergency and immediate

purchases,small stores often with the extended hours and some being open 24

hours.
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The researchers chose convenience stores at Santa Rosa, Bayan to conduct

their research study. On October 26, 1982, Philippine Seven Corp. (PSC) acquired

the license agreement to use the 7-Eleven Convenience Store system in the

entire Philippines from Southland Corporation of Dallas, Texas. After a month,

PSC was registered with SEC on 29 November 1982. The incorporators were Jose

T. Pardo, Vicente T. Paterno and Francisco R. Sibal. The company’s chief mission

was to introduce an entirely new retailing concept to the Filipino consumers, i.e.

operating a chain of 24-hours convenience stores. The first corporate office was

located at the ninth floor of the Century Tower building

in Salcedo Village, Makati City. Despite the aggravating political and economic

adversities, PSC gamely opened its first 7-Eleven convenience store, located at

the corner of EDSA and Kamias Streets in Kamuning, Quezon City, on February

29, 1984. This store proved to be a tough one as it weathered all types of

calamities, the EDSA revolution, and coup'd'etats. The second 7-Eleven

convenience store was opened at President Ave., BF Homes, Parañaque, which

was adjacent to the entrance of a posh subdivision, in April 1984. Having been

able to open two stores within the same year, PSC was able to make necessary

comparisons in the operations of its stores. It has learned that the primary

customers of 7-Eleven stores came from the middle class: the salaried, busy

employee who preferred a quick fix, while on his/her way home or to the office.
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Minutestop--A convenience store named by a Californian consultant first

introduced the famed retail store as "...a store where everyone stops by for

a minute." Later on, the name became MINISTOP-- when the Japanese--owned

company decided to make it less of a tongue twister. The company has made its

competitive advantage among other convenient stores not only in Japan but in the

Philippines as well. Since it opened its doors to the Philippines in December 2000,

MINISTOP has always envisioned becoming the leader in the convenience store

industry. MINISTOP has made its presence felt by being the community's warmest

and friendliest modern combo store. It takes pride in its wide range of quality

products, at affordable prices and value-added service. The commitment to a

customer-focused management has given MINISTOP a competitive edge not only

in Japan but also in the Philippines. MINISTOP has been continuously expanding

to service the Filipino consumer needs. (http://ministopphilippines.

multiply.com/profile)
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Theoretical Framework

According to Levy &Weitz (2007) stated from their book entitled “Retailing

Management” that the theory of Martin Fishbein provides a useful way to

summarize how customers use the information they have about alternative

products, evaluate the alternatives and select the one that best satisfies their

needs for developing a retailing strategy . Customers see a retailer, a product, or a

service as a collection of attributes or characteristics. People tend to like objects

that are associated with good characteristics and dislike objects they believe have

bad attributes. Fishbein’s theory is designed to predict a customer’s evaluation of a

product, service, or retailer based on its performance on relevant attributes and the

importance of those attributes to the customer satisfaction.

According to theory of Abraham Maslow on the Hierarchy of Needs described

that you need to motivate customer for them to act. Understanding how buyers

satisfy their needs provide guidelines for marketing actions. Consumers attempt to

match their needs with the products that satisfy their needs. People have variety of

needs including basic physiological needs (food, clothing, shelter); the need for

safety (security, stability of life); the need for relationships with other people

(family, friendship, work group companion); esteem needs (prestige, respect for

others);
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Self-actualization (self-fulfillment in life or personal growth).

(http://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs)

According to McManus & Olson (2008) as stated from the book entitled

“Consumer behavior and Marketing strategy” that views the customer satisfaction

as the degree to which a product or services provides a pleasurable level of

consumption-related fulfillment. It is the degree to which a product’s performance

exceeds the consumer’s expectation for it. Customer satisfaction is a critical

concept in marketing thought and consumer research. In theory, if consumers are

satisfied with a product, services, or brand, they will be more likely to continue to

purchase it and tell others about their favorable experience with it. If they are

dissatisfied they will more likely switch products or brands and complain to

manufacturers, retailers, and other consumers. Disconfirmation refers to the

difference between the two: Pre-purchase expectations and the Post-purchase


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perceptions. Pre-purchase expectations are the consumer’s beliefs about

anticipates performance of the product. Post-purchase perceptions are the

consumer’s thoughts about how well the product performed.

Conceptual Framework

A conceptual framework is the structure of the research idea and how it is put

together. A conceptual framework elaborates the research problem in relation to

relevant literature. This part of research may summarize the major dependent and

independent variables. The framework may be summarized in a schematic

diagram that presents the major variables and their hypothesized relationships.

Conceptual frameworks are a type of intermediate theory that attempt to connect to

all aspects of inquiry (problem definition, purpose, literature review, methodology,

data collection and analysis). It can act like maps that give coherence to empirical

inquiry. Because conceptual frameworks are potentially so close to empirical

inquiry, they take different forms depending upon the research question or

problem.
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INPUTS PROCESS OUTPUT

1. Demographic profile
of the respondents
in terms of the
following:

1.1 Age
1.2 Gender
1.3 Occupation
1.4 Income level The Researchers The Levels of
made use of the Customer
2. Level of customer frequency, Satisfaction of
satisfaction percentage, Convenience Stores
according to these weighted mean and at Santa Rosa
factors: the likert- scale Bayan as Perceived
by their Customers
2.1 Food
2.2 Price
2.3 Service
2.3 Store lay-out

FEEDBACK LOOP

Fig. 1 Conceptual Framework Paradigm


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The input contains the profile of the respondentsof the convenience stores

at Santa Rosa Bayan. It includes the demographic profile of the respondents

according to age, gender, occupation and income level.

The second frame or the process contains the methods and procedures to

be used to analyze those variables by making survey questionnaires conducting

research and use of statistical tools.

The third frame is the output which determined the Levels of Customer

satisfaction of convenience stores at Santa Rosa Bayan that will enable them to

meet the needs and wants of their customers.

The arrows include the work flow of information in the research process. The

feedback loop connects the output to the process involved as well as to the input it

made the system continuous.


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Statement of the Problem

The primary objective of this paper is to determine the levels of customer

satisfaction of convenience stores at Santa Rosa Bayan.

Here are some questions that will be answered in this research:

1. What is the demographic profile of the respondents in terms of the following:

1.1 Age

1.2 Gender

1.3 Occupation

1.4 Income level

2. What are the levels of customer satisfaction of convenience stores at Santa

Rosa Bayan according to these factors:

2.1 Food

2.2Price

2.3 Service

2.4 Store lay-out


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Significance of the Study

The main purpose of this research is to determine the Levels of Customer

Satisfaction of convenience stores at Santa Rosa Bayan. It will examine the levels

of customer satisfaction of the respondents and provides an analysis that will

consider the specific factors that serve as basis for formulating solution.

The proposed study serves as reference guide to the researchers in relation

to the studies that would be essential in finding information about the levels of

customer satisfaction.

Furthermore, it will benefit the convenience stores management on how to

understand customer’s satisfaction in their convenience stores so they can provide

a better and improve products for the growing trends. And also to the future

entrepreneurs the study might be helpful to create a more convenient product and

services that best satisfy customer’s needs.


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Scope and Delimitation

This research will covers the topic on being fulfilled along with the given

factors related to the customer’s satisfaction to the following such as product,

price, and services towards customers, ambience and store lay-out of convenience

stores. The results of the study will be determined a sample customers of

convenience stores at Santa Rosa Bayan. Therefore, the results can only be

acquired to those who dined in the establishments. However, the result from this

study will likely be applicable to certain additional convenience stores, though not

for all convenience store.

This study is limited since only a descriptive survey research will be

conducted to the customers of convenience stores at the said place for a total of

one week. In particular, the researchers will take the 50%of its store hours, 24/7.

Thus, the results may not represent different time of the year or days of the week.

The researchers made questionnaires that will be answered by the respondents

who are at the chosen convenience stores in the given time frame.
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Definition of Terms

To facilitate a better comprehension of the study, the following terms are

operationally defined:

24/7 - 24 hours a day, 7 days a week. (Merriam-Webster's Collegiate

Dictionary (11th Ed.). (2005). Springfield, MA: Merriam-Webster.)

Convenience store is a store selling a limited variety of food and

pharmaceutical items; open long hours for the convenience of customers.

(Essentials of Organizational Behavior. 2000.)

Customer lifetime value is the net present value of the cash flows attributed to

the relationship with a customer.(Marketing. 2008)

Customer retention is defined as the activity that a selling organization

undertakes in order to reduce customer defections. (Http://En.Wikipedia.Org

/Wiki/Customer_Retention)

Customer Satisfaction is the Degree of Satisfaction Provided by the Goods or

Services of a Company as Measured by the Number of Repeat Customers

(Http://Www.Businessdictionary.Com/Definition/Customer-Satisfaction.Html)
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Disconfirmation is an expression of disagreement from somebody which

challenges already-held opinions, values, beliefs etc. (Merriam-Webster's

collegiate dictionary 11th Ed. 2005)

Perception is the process of attaining awareness or understanding of the

environment by organizing and interpreting sensory information

(http://en.wikipedia.org/wiki/ Perception)
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CHAPTER 2

REVIEW OF RELATED LITERATURES AND STUDIES

This chapter described the different literature and studies that have direct

bearing topic undertaken. The purpose of this chapter is to review related theories,

studies, dissertation articles and existing thesis which are necessary to customer

satisfaction of convenience stores.

Foreign Literature

“Everyone knows what satisfaction is, until asked to give a description, then is

seems nobody knows”. This quote is according to Michael L. Oliver, respected

expert, time writer and researcher on the topic of customer satisfaction, expresses

the challenge of defining this most basic of customer satisfaction concept. Building

from previous definition, Oliver offers his own formal definition: “Satisfaction is the

consumer’s fulfillment response. It is a judgment that a product or service feature,

or the product or service itself, provides pleasurable level of consumption-related

fulfillment”.
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As stated from the book of Giese and Cote (2006) entitled “Defining

Customer Satisfaction” it is defined as “a summary affective response of varying

intensity. The exact type of affective response and the level of intensity likely to be

experienced must be explicitly defined by a researcher depending on the context

of interest with a time-specific point of determination and limited duration. The

researcher should select the point of determination most relevant for the research

questions and identify the likely duration of the summary response. It is reasonable

to expect that consumers may consciously determine their satisfaction response

when asked by a researcher; therefore, timing is most critical to ascertain the most

accurate, well-formed response directed toward focal aspects of product

acquisition and/or consumption. The researcher should identify the focus of

interest based on the managerial or research question they face. This may include

a broad or narrow range of acquisition or consumption activities/issues.”

Based from the book of Hill (2007) entitled “Customer Satisfaction”, he

discussed that understanding the difference between customers’ attitudes and

behaviors, and how the relationship between them works, is crucial for managers

involved in any aspect of customer management. Whilst it is broadly true to say

that satisfied customers will be more loyal than dissatisfied ones, so customer

satisfaction must be important, that is almost as simplistic as concluding that

customer satisfaction can’t be important because some satisfied customers defect.

In the real world, there are different levels of customer satisfaction and these can

affect companies in widely differing ways. Since these customer behaviors have
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such an obvious direct link with organization’s financial performance it has

prompted some commentators to question the value of customer satisfaction,

using phrases like ‘the satisfaction trap. Some argue that since loyalty has a

financial value, companies should focus all their efforts and resources on building

customer loyalty. Following the same logic, the fact that satisfaction per se has no

financial value would suggest that monitoring it is a pointless waste of resources,

customer loyalty being the ‘true measure’. The fact that several companies

including Xerox, GM and Forum reported that satisfied customers do defect

seemed to further devalue the whole concept of customer satisfaction, especially

when Frederick Reichheld claimed in Harvard Business Review that 65% to 85%

of customers that switched supplier were satisfied with their previous one10. This

has prompted other authors to make claims such as “one thing is certain:

currentcustomer satisfaction measurement systems cannot be used as a reliable

predictor ofrepeat purchase” or “it is impossible to accurately forecast customer

retention ratesfrom levels of customer satisfaction”


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Foreign Studies

From Shermach’s (2005) research study, many organizations agree that

customer satisfaction is difficult to measure. There are a number of tests and

programs available on the market to help to understand customer satisfaction

levels; one of the most popular is a customer satisfaction survey. Unfortunately,

many of the customer satisfaction surveys distributed of organization never make it

back to the organization and if they do, they are obsolete because the y are

outdated and do not represent current customer satisfaction levels. Measuring and

understanding customer satisfaction is important however. A study conducted by

University of Texas- Austin’s McComb School of Business, formed that

“Satisfaction with product or service quality has a strong and positive impact on

customer willingness to pay.” What many companies are finding is they need a real

time feedback control under, allowing customer to communicate to the companies

at any time. As a result, customer satisfaction can be evaluated on an ongoing

basis rather than at only a specific point in the past.

According to the research study of J.D Power and Associates (2011) about

“Retail Banking Satisfaction”, customer satisfaction with retail banks increases

from 2010, despite decline in satisfaction with fees. According to Michael Beird, a

director of banking and services of the said company stated that “charging fees

and delivering high levels of satisfaction are mutually exclusive. Customers who

pay fees and also express high levels of satisfaction are more likely to report
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having the following positive experiences: receiving a thorough needs assessment

when opening an account that ensures they are using the right product; engaging

in discussion of fees upfront; experiencing better personal interactions with branch

and call center staff; having fewer problems; and receiving more effective

resolution when problems do occur. An additional driver of improved satisfaction

with fees is providing customers with a full menu of products that have tangible

value, such as debit cards tied to rewards programs, free online banking and

automatic overdraft protection. “Being charged a fee does not necessarily have to

result in dissatisfaction," said Beird. "Customers who completely understand their

bank's fee structure and value the products and services they receive tend to have

higher levels of overall satisfaction, despite paying fees."

As cited from the research of Dobney.com, most customer satisfaction

measurement is conducted using a fairly standard 4 or 5 point scales from Very

Satisfied, Satisfied, (Neither), Dissatisfied, Very Dissatisfied. Typically satisfaction

is reported as the percentage of customers rating you as either Satisfied or Very

Satisfied. Unfortunately, this tends to be quite a crude measurement. Most

companies will be scoring around 75-85%. Even poorly performing local

government can still easily reach 60%. The maximum we have seen is 92%.The

difficulty is that within such studies is that year-on-year improvements are very

hard to spot. The accuracy of the study often means that changes of 1 or 2%

points are within the statistical tolerance of the design and show no real change,
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yet most companies would struggle to see changes beyond 1-2%.You then have

the second question, which is if you are at 80%, how do you get to 82%? Some

clever statistical techniques might show that improving delivery from 60% to 65%

say, would improve satisfaction, but then how do firm measure and improve

delivery? For these reasons, the researchers favor using attribute and level style

approaches in conjunction with satisfaction measures to get a more actionable set

of data, and if pursued fully this leads to techniques such as quality of service

review as a mechanism for monitoring customer satisfaction within customer

relationships. A second major factor here is that satisfaction questionnaires are

really about measuring and controlling for dissatisfaction. If the company has a

satisfied customer then the only thing that the organization needs to understand is

those customers are happy. Many satisfaction surveys fail customers because the

company asks happy customers lots of irrelevant questions. In a good

questionnaire, the researcher measure which standard the service reaches and

whether the customer is happy with that standard. If the customer is not, then the

researchers will analyze the reasons for dissatisfaction. Consequently happy

customers have a shorter questionnaire and a better questionnaire experience.

(http://www.dobney.com/Research/customer _satisfaction.htm)
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Local Literature

There are inward-oriented actions but may be justified as “good for the

company” in the short-run but may be “bad for the business” in the long-run

because they do not exchange patronage. Ideally, other departments must be

educated to the reality that everyone must be also outward-oriented and

participants in the marketing efforts. In the implementation of company policies and

SOP’s, they must be flexible by asking themselves if their actions and decisions in

the discharge of their duties will not be at the expense of customer satisfaction.

After all, the customers are paying for their convenience producing for end-users.

Employees or manufacturing plants and production departments must also be

educated to the demands and needs of users. When production workers have

clear ideas of what will satisfy the end-users of their products, there is greater

motivation and probability for them to comply with the quality standards. That’s

why, for instance, some mining firms organize fieldtrips for their workers to plants

that utilize their mined ores, such as manufacturer of cars, wire harness, etc.

Actually seeing the ores they produce utilized to produce high value products also

enhances the worker’s evaluation of their outputs in the mines. Customers may

even associate the quality of the company’s products with the behavior in public of

the company’s employees. (Sanchez, Ambrose G. “The Lust I Everybody’s

Business”. Cebu Daily News July 2007.)


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According to the book of Tongo-Mosura and Crisostomo (2008), entitled

“Marketing”, market success happens when marketers exceed the value offered by

competitors. The customers will decide what products they will buy based on

judgments about the values offered by several different suppliers. After buying the

product, customer satisfaction depends on whether it’s perceived performance

matches or exceeds expectations. Customers form expectations through

discussion with other people, after buying a product, as well as the supplier’s

marketing activities. One caution to companies is to avoid setting very high

customer expectations through exaggerated promotional claims. When

performance of the product or service falls short of expectations, this can lead to

dissatisfaction. Therefore, the expected sales do not happen. Because today’s

competition is too intense, it is not enough to match performance and expectations.

Companies need to exceed expectations for commercial success to follow. When

expectations are met, customers are delighted with the result. The concept of

customer satisfaction helps to separate characteristics that cause dissatisfaction,

satisfactions are delight.

As cited from Entrepreneur Magazine, written by Ampy Rio (2007). He cited

that marketing is about creating consumer relevant brand values that will satisfy

specific market needs. It’s about building product awareness, influencing

consumers’ preferences and purchase considerations, and making the consumers

repeatedly avail/purchase the marketers offering. He also mentioned that every

consumer is, of course unique. Each has needs that are different from others, so it
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would be unwise to custom-fit a product or service offering to a single individual.

For same reason, it would be impractical to expect the needs of all consumers to

be satisfied by a single product or service offering. Thus, the most cost-effective,

practical way to market a product is to target a specific group of customers and

consumers with largely similar needs.

Local Studies

According to Basbas, Marlyn and Cadag, Adam Carl(2008) research study

entitled “Customer Satisfaction that Affects the Success of the Business in the City

of Santa Rosa, Laguna”, they comply with the conclusion about (1)Satisfaction of

Customer, that customer will be satisfied depend on the quality of the product,

presentation and taste of the product or food. (2)Beneficiaries of the customer

satisfaction, the owner of the business or the manager and the employees or

personnel can gain benefits if the customers are satisfied with the products or

services. (3) Things that can satisfy the customer want. The services can satisfy

the customer even the location just by having a good one. The price of the product

can also affect the satisfaction of the customer’s presentation and effects.

Based from the study of Talavera (2005), “Measuring Supply Chain

Performance in Selected Philippine Manufacturing Companies”, Talavera cited that

Eng (2005) reported that a cross functional orientation in SCM has positive effects

on customer satisfaction and supply chain responsiveness in terms of improved


POLYTECHNICUNIVERSITY OF THE PHILIPPINES 25

efficiency among different functions in the supply chain. A good experience in

information technology was also found to have a positive effect on the firm’s ability

to enhance customer satisfaction and supply chain responsiveness. Gimenez and

Ventura (2005) presented the effects of internal and external integration on

operational performance (measured in terms of reduction in costs, stock outs and

lead times). They highlighted that internal integration in the logistics-production and

logistics-marketing interface had no significant effects on performance. On the

other hand, they observed that external integration (e.g., information sharing, joint

planning, teamwork, and joint decisions on cost reduction activities) led to

reductions in costs, stock outs and lead times.

According to the survey report of Toyota Motor Philippines (2010), clients are

getting the most satisfying after-sales service among new-vehicle owners in the

country, J.D. Power Asia Pacific's 2010 Customer Service Index (CSI) study

showed. Toyota ranked best in vehicle pickup, service quality and service facility in

the J.D. Power study which also measures service initiation and service

advisor. "Customer service performance is reported as an index score based on a

1,000-point scale," J.D. Power said in a statement. "Toyota ranks highest,

achieving an overall score of 805." Toyota, the leading brand in the Philippines in

terms of sales, is the only brand that ranked above the industry average of 795

points. It is followed by Ford, Kia, Honda and Isuzu. J.D. Power noted that

Isuzuposted the biggest improvement in customer service performance with a


POLYTECHNICUNIVERSITY OF THE PHILIPPINES 26

score of 791 in 2010 from 764 last year. The J.D. Power CSI study in the

Philippines measures the satisfaction level vehicle owners get when they visit an

authorized dealer or service center for maintenance or repair within the first two

years of car ownership. The 2010 CSI survey had 1,612 respondents who bought

their vehicles from January 2008 to March 2009 and had their cars serviced

between July 2009 and March 2010.

Synthesis and its Relevance to the Present Studies

Tongo-Mosura and Crisostomo said that market success happens when

marketers exceed the value offered by competitors. The customers will decide

what products they will buy based on judgments about the values offered by

several different suppliers. After buying the product, customer satisfaction depends

on whether its perceived performance matches or exceeds expectations.

According to the conclusion of Basbas, Marlyn and Cadag, Adam Carl, that

the customer will be satisfied if the quality of the product, presentation and taste is

good. The owner of the business and the employees or personnel can gain

benefits if the customers are satisfied with the product or services, by having a

good location and a set of right price for a product, it could affect the satisfaction of

a customer. As cited from online research conducted of Dobney.com, most

customer satisfaction measurement is conducted using a fairly standard 4 or 5

point scales from Very Satisfied, Satisfied, (Neither), Dissatisfied, Very

Dissatisfied. The present study concludes that a large factor in determining the
POLYTECHNICUNIVERSITY OF THE PHILIPPINES 27

likelihood of success and profits in an organization is customer satisfaction. There

are number of tests and programs available on the market to help to understand

customer satisfaction levels; one of the most popular is a customer satisfaction

survey.

The current study might use the said measurement in conducting a survey in

the research. It will be helpful to the researchers and will benefit the company in

many ways. Assessing customer’s satisfaction is one way to assess customer

needs and wants as well as to the necessary improvement a firm might implement.

A company needs to reach out on customer’s feedback regarding with the possible

changes. Conducting a research study helps the researchers to understand how to

measure customer’s satisfaction and also gave intellectual ideas for future plans of

establishing and managing a business.


POLYTECHNICUNIVERSITY OF THE PHILIPPINES 28

CHAPTER 3

Research Methodology

This chapter confers the methodological procedures that have been chosen

to manage the problem that were cited. It explains how the instruments used for

data collection were constructed. It also embodies the requisite details to generate

the study such as method of research used, respondents, data gathering,

statistical treatment, and sampling procedures.

Method of Research Used

The researchers used a descriptive survey research in the study. According

to Gay (2005), descriptive research is concerned with the description of data and

characteristics about a population. The goal is the acquisition of factual, accurate

and systematic data that can be used in averages, frequencies and similar

statistical calculations. It is designed for the investigator to gather information

about presenting existing conditions. It describes the nature of situation as it exists

at the time of the study and to explore the causes of particular phenomena. It

involves the collection of attain order to test hypothesis or to answer questions

concerning the current status of the subject of the study.


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XIV. Sample Population Size

There were 975 people involves in the study .There were 805 students, 137

transient, and 33 other type of customers.

After applying the Sloven’s formula the researchers arrived into 283 total

numbers of respondents.

To determine the sample size of the total population the used was:

Sloven’s formula:
N
n=
1+ Ne2

Where:

n = no. of sample (no. of observation)

N = Total population

e = error significance (5 % error)

975 975
n= n=
1+ 975 (5%)2 1+ 2.4375

975
n=
1+ 975(.0025) n = 283
POLYTECHNICUNIVERSITY OF THE PHILIPPINES 30

Description of Respondents

The researchers only distributed its questionnaire to the customers of

convenience stores at Santa Rosa Bayan. The respondents are asked to answer

the questionnaires honestly based on their assessment in the customer’s

satisfaction of the convenience stores. The respondents easily filled out the

questionnaires for the researchers easily retrieval.

Table 1
Demographic Profile of Respondents in Terms of Age

Age Frequency Percentage (%)


13 – 22 yrs. old 384 67.84%
23 – 31 yrs. old 98 17.31%
32 – 41 yrs. old 51 9.01%
42 yrs. old above 33 5.83%
Total 566 100%

This table shows that out of five hundred sixty six (566) respondents, three

hundred eighty four (384) respondents got the highest percentage of sixty seven

point eighty four point percent (67.84%) from ages thirteen to twenty two (13-22)

years old, followed by ages twenty three to thirty one (23-31) years old with ninety

eight (98) or seventeen point thirty one percent (17.31%) next is fifty one (51) or

nine point zero one percent (9.01%) while there were thirty three (33) respondents

with a lowest percentage of five point eighty three percent (5.83%), from ages forty

two years old and above (42 yrs. old above).


POLYTECHNICUNIVERSITY OF THE PHILIPPINES 31

Table 2
Demographic Profile of the Respondents in Terms of Gender

Gender Frequency Percentage (%)


Male 266 47.00%
Female 300 53.00%
Total 566 100

The above table displays that out of five hundred sixty six (566) respondents,

two hundred sixty six (266) with a percentage of forty seven percent (47.00%) were

male and three hundred (300) and fifty three percent (53.00%) were female.

Table 3
Demographic Profile of the Respondents in Terms of Occupation

Occupation Frequency Percentage (%)


Office worker 105 18.55%
Teacher 29 5.12%
Factory worker 25 4.42%
Student 326 57.60%
Businessman 32 5.65%
Other 49 8.66%
Total 566 100%

This diagram presents that out of five hundred sixty six (566) respondents,

three hundred twenty six (326) or fifty seven point sixty percent (57.60%) who got

the highest percentage were student, while twenty five (25) or four point forty two

percent (4.42%) who got the lowest percentage were factory worker.
POLYTECHNICUNIVERSITY OF THE PHILIPPINES 32

Table 4
Demographic Profile of the Respondents in Terms of Income Level

Income Level Frequency Percentage (%)


Php5,000-below 349 61.66%
Php5,001-Php 15,000 155 27.39%
Php15,001-Php 25,000 40 28.27%
Php25,001- above 22 3.89%
Average 566 100%

The table reveals that out of five hundred sixty six (566) respondents three

hundred forty nine (349) respondents got the highest percentage of sixty one point

sixty six percent (61.66%), whose monthly income is ranging from five thousand

pesos and below (Php5, 000-below), while twenty two (22) respondents got the

lowest percentage of three point eighty nine percent (3.89%), whose monthly

income is from twenty five thousand and one and above (Php25, 001-above).
POLYTECHNICUNIVERSITY OF THE PHILIPPINES 33

Instrument Used

The researchers made use of an accidental sampling under non-probability

sampling as it sampling procedure, where in the researcher were able to distribute

questionnaires to 283 respondent customers in the span of survey time.

The survey questionnaire was used as research instrument. The questionnaire was

actually divided into two major parts. The first part was on demographic profile,

which includes the age, gender, occupation and income level.

The second part was question related to the Levels of Customer

Satisfaction of Convenience Stores Santa Rosa Bayan. The researcher applied the

likert– scales, Strongly Satisfied, Satisfied, Moderately Satisfied, Dissatisfied, and

Strongly Dissatisfied. The respondents were asked to check from among the listed

option which they see fit to describe their preference for each of the statement

given.

The following procedures have been used:

Weighted Mean Verbal Interpretation

4.20- 5.00 Strongly Satisfied

3.40- 4.19 Satisfied

2.60- 3.39 Moderately Satisfied

1.80 - 2.59 Dissatisfied

1.00 – 1.79 Strongly Dissatisfied


POLYTECHNICUNIVERSITY OF THE PHILIPPINES 34

Sampling Procedure

The researcher used the following gathering procedure for the study. First,

they had gone in observing convenience stores at Santa Rosa Bayan and its

customers. Then the group had proceeded with two parts, survey questionnaire

that is focused on the levels of customers’ satisfaction in convenience stores at

Santa Rosa Bayan. This primary data were gathered by means of visiting the store

using survey questionnaire to its customers. The researcher also need the

secondary source of data coming from different books, published materials and

online sources related to The Levels Of Customer Satisfaction of Convenience

Stores in Santa Rosa Bayan.

Statistical Treatment of Data

The Researchers used statistics as the basic tools of measurement research,

in order to analyze the data gathered by the researchers. The Tabulated frequency

distribution is appropriate for the analysis. The answers in the questionnaire which

are in the likert- scale style were tabulated and analyzed by the used theory given.

The proponent made use of the frequency and percentage, the weighted

mean and lastly the likert- scale. Likert- Scale is the descriptive rating for a

given weighted mean.

Frequency is defined as the total number of the respondents who favored for

that item over the other item while on the other hand percentage of a given item is
POLYTECHNICUNIVERSITY OF THE PHILIPPINES 35

computed survey. This is a useful indicator of finding the most and at the same

time the least favored of the respondents in the group.

Percentage distribution – it is a measure of ratio of the number of frequency to the

number of population in term of percentage.

Percentage Formula:

P= f x 100
n

Where:

P- Percentage

f- Frequency

n- Number total sample

Weighted Mean Formula:

∑fx
WM=
n

Where:

f- Frequency

n- Number of samples

w- Weight factor
POLYTECHNICUNIVERSITY OF THE PHILIPPINES 36

CHAPTER 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter presents the data collected by the methods described in chapter

III. The researchers employed the questionnaire to collect the data.

Table 5
The Level of Customer Satisfaction of Convenience Stores Santa Rosa Bayan in
terms of Food

Store A 5(SS) 4(S) 3(MS) 2(DS) 1(SD) Weighted Verbal


Mean Interpretation

FOOD

1.There are different


variants to choose from 94 104 82 1 2 4.01 Satisfied

2.The food offered are


always hot 63 104 95 17 4 3.71 Satisfied

3.The food
presentation is eye 64 117 91 9 2 3.81 Satisfied
catching
4. The food offered
meet the projected 62 120 87 10 4 3.80 Satisfied
taste

General weighted mean 3.83 Satisfied


POLYTECHNICUNIVERSITY OF THE PHILIPPINES 37

The table shows that in “Store A” item number 1 “There are different variants

to choose from” got the highest weighted mean of four point zero one (4.01) with

the verbal interpretation of “Satisfied”, followed by item number 3 “The food

presentation is always catching” with the weighted mean of tree point eighty-one

(3.81) with the verbal interpretation of “Satisfied” and the by item number 4, “The

food offered meet the projected taste” having weighted mean of three point eighty

(3.80) with verbal interpretation of “Satisfied”. Then lastly item number 2 “The food

is always hot” with the weighted mean of three point seventy-one (3.71) with a

verbal interpretation of “Satisfied”. And an average weighted mean of three point

eighty-three (3.83) with the verbal interpretation of “Satisfied”.

According to Shermach’s (2005) research study, many organizations agree

that customer satisfaction is difficult to measure. There are a number of tests and

programs available on the market to help to understand customer satisfaction

levels; one of the most popular is a customer satisfaction survey. Unfortunately,

many of the customer satisfaction surveys distributed of organization never make it

back to the organization and if they do, they are obsolete because the y are

outdated and do not represent current customer satisfaction levels.


POLYTECHNICUNIVERSITY OF THE PHILIPPINES 38

Table 5.1

The Level of Customer Satisfaction of Convenience Stores Santa Rosa Bayan in


terms of Food

Store B 5(SS) 4(S) 3(MS) 2(DS) 1(SD) Weighted Verbal


Mean Interpretation

FOOD

1.There are different


variants to choose from 126 108 41 6 2 4.24 Satisfied

2.The food offered are


always hot 81 135 63 3 1 4.03 Satisfied

3.The food presentation is


eye catching 70 154 56 2 1 4.02 Satisfied

4. The food offered meet


the projected taste 153 77 47 5 1 4.33 Satisfied

General weighted mean 4.16 Satisfied

The above table presents that in “Store B” item number 4 “The food offered

meet the projected taste” got the highest weighted mean of four point thirty-three

(4.33) with verbal interpretation of “Strongly Satisfied”, followed by item number 1,

“The are different variants to choose from” having weighted mean of four point

twenty four (4.24) with a verbal interpretation of “Strongly Satisfied”. Then followed

by item number 2 “The food is always hot” with weighted mean of four point zero

three (4.03) with the verbal interpretation of “Satisfied”. And lastly, items number 3

“The food presentation is eye catching” with the lowest weighted mean of four point
POLYTECHNICUNIVERSITY OF THE PHILIPPINES 39

zero two (4.02) with a verbal interpretation of “Satisfied”, and a general weighted

mean of three point fifty-two (3.52) with a verbal interpretation of “Satisfied”.

According to the research study of J.D Power and Associates (2011) about

“Retail Banking Satisfaction”, customer satisfaction with retail banks increases

from 2010, despite decline in satisfaction with fees. According to Michael Beird, a

director of banking and services of the said company stated that “charging fees

and delivering high levels of satisfaction are mutually exclusive. Customers who

pay fees and also express high levels of satisfaction are more likely to report

having the following positive experiences: receiving a thorough needs assessment

when opening an account that ensures they are using the right product; engaging

in discussion of fees upfront; experiencing better personal interactions with branch

and call center staff; having fewer problems; and receiving more effective

resolution when problems do occur.


POLYTECHNICUNIVERSITY OF THE PHILIPPINES 40

Table 6
The Level of Customer Satisfaction of Convenience Stores Santa Rosa Bayan in
terms of Price

Store A 5(SS) 4(S) 3(MS) 2(DS) 1(SD) Weighted Verbal


Mean Interpretation

PRICE
1.The price offered by the
convenience store is 65 97 93 25 3 3.70 Satisfied
noticeable to customers
2. The price offered by the
convenience store meets the 41 117 100 21 4 3.59 Moderately
expected quantity of the food satisfied
availed.
3. The price can be
obtained anytime 44 136 82 18 3 3.71 Moderately
satisfied

4. The convenience store


set prices in relation to its 52 123 87 18 3 3.72 Moderately
competitors satisfied

General weighted mean 3.68 Satisfied

This table presents that in “Store A” item number 4 “The convenience store

set prices in relation to its competitors” got the highest weighted mean of three

point seventy-two (3.72) with a verbal interpretation of “Satisfied”, followed by item

number 3 “The price can be obtained anytime” got a weighted mean of three point

seventy-one (3.71) with verbal interpretation of “Satisfied”. Then third is item

number 1 “The price offered by the convenience store is noticeable to customers”

having weighted mean of three point forty-seventy (3.70) with verbal interpretation

of “Satisfied”, lastly item number 2 “The price offered by the convenience store

meets the expected quantity of the food availed.” having three point fifty-nine (3.59)

with verbal interpretation of “Moderately Satisfied”, and a general weighted mean

of three point sixty-eight (3.68) with a verbal interpretation of “Satisfied”.


POLYTECHNICUNIVERSITY OF THE PHILIPPINES 41

As cited from the research of Dobney.com, most customer satisfaction

measurement is conducted using a fairly standard 4 or 5 point scales from Very

Satisfied, Satisfied, (Neither), Dissatisfied, Very Dissatisfied. Typically satisfaction

is reported as the percentage of customers rating you as either Satisfied or Very

Satisfied.

Table 6.1

The Level of Customer Satisfaction of Convenience Stores Santa Rosa Bayan in


terms of Price

Store B 5(SS) 4(S) 3(MS) 2(DS) 1(SD) Weighted Verbal


Mean Interpretation

PRICE
1.The price offered by the
convenience store is 45 114 87 30 7 3.56 Satisfied
noticeable to customers
2. The price offered by the
convenience store meets the 26 73 166 16 2 3.37 Moderately
expected quantity of the food satisfied
availed.
3. The price can be obtained
anytime 25 79 135 38 6 3.28 Moderately
satisfied

4. The convenience store


set prices in relation to its 35 61 142 36 9 3.27 Moderately
competitors satisfied

General weighted mean 3.37 Satisfied

In “Store B” item number 1 “The price offered by the convenience store is

noticeable to customers” “got the highest weighted mean of three point fifty-six

(3.56) with a verbal interpretation of “Satisfied”, followed by item number 2 “The

price offered by the convenience store meets the expected quantity of the food
POLYTECHNICUNIVERSITY OF THE PHILIPPINES 42

availed.” with a weighted mean of three point thirty-seven (3.37) with verbal

interpretation of “Moderately Satisfied”. Then third is item number 3 “The price can

be obtained anytime” having weighted mean of three point twenty-eight (3.28) with

verbal interpretation of “Moderately Satisfied”, lastly item number 4 “The

convenience store set prices in relation to its competitors” having a weighted mean

of three point twenty-seven (3.27) with verbal interpretation of “Moderately

Satisfied”, and a general weighted mean of three point thirty-seven (3.37) with a

verbal interpretation of “Moderately Satisfied”.

According to the book of Tongo-Mosura and Crisostomo (2008), entitled

“Marketing”, market success happens when marketers exceed the value offered by

competitors. The customers will decide what products they will buy based on

judgments about the values offered by several different suppliers. After buying the

product, customer satisfaction depends on whether it’s perceived performance

matches or exceeds expectations. Customers form expectations through

discussion with other people, after buying a product, as well as the supplier’s

marketing activities. One caution to companies is to avoid setting very high

customer expectations through exaggerated promotional claims.


POLYTECHNICUNIVERSITY OF THE PHILIPPINES 43

Table 7
The Level of Customer Satisfaction of Convenience Stores Santa Rosa Bayan in
terms of Service

Store A 5(SS) 4(S) 3(MS) 2(DS) 1(SD) Weighted Verbal


Mean Interpretation

SERVICE

1.The cashier show politeness


in every customers 117 75 60 16 15 3.93 Satisfied

2. The security guard


52 92 72 46 21 3.38 Moderately
expresses gratitude to every
satisfied
customer as they visit and leave
the store.
3. The service crews are
93 95 78 14 3 3.92 Satisfied
approachable whenever you
need them
4. The convenience store
86 88 81 22 6 3.80 Satisfied
makes the customer feel
comfortable and at ease within
the store

General weighted mean 3.76 Satisfied

The table reveals that in “Store A” item number 1 “The cashier show

politeness in every customer” got the highest weighted mean of three point ninety-

three (3.93) with the verbal interpretation of “Satisfied”, followed by item number 3

“The service crews are approachable whenever you need them” with a weighted

mean of three point ninety-two (3.92) with the verbal interpretation of “Satisfied”

and third is the item number 4 “The convenience store makes the customer feel

comfortable and at ease within the store” got the weighted mean of three point
POLYTECHNICUNIVERSITY OF THE PHILIPPINES 44

eighty (3.80) with the verbal interpretation of “Satisfied” and lastly item number 2

“The security guard expresses gratitude to every customer as they visit and leave

the store.” got the lowest weighted mean of three point thirty-eight (3.38) with the

verbal interpretation of “Moderately Satisfied”. And a general weighted mean of

three point seventy-six (3.76) with the verbal interpretation of “Satisfied”.

As cited from Entrepreneur Magazine, written by Ampy Rio

(2007). He cited that marketing is about creating consumer relevant brand values

that will satisfy specific market needs. It’s about building product awareness,

influencing consumers’ preferences and purchase considerations, and making the

consumers repeatedly avail/purchase the marketers offering. He also mentioned

that every consumer is, of course unique. Each has needs that are different from

others, so it would be unwise to custom-fit a product or service offering to a single

individual. For same reason, it would be impractical to expect the needs of all

consumers to be satisfied by a single product or service offering. Thus, the most

cost-effective, practical way to market a product is to target a specific group of

customers and consumers with largely similar needs.


POLYTECHNICUNIVERSITY OF THE PHILIPPINES 45

Table 7.1

The Level of Customer Satisfaction of Convenience Stores Santa Rosa Bayan in


terms of Service

Store B 5(SS) 4(S) 3(MS) 2(DS) 1(SD) Weighted Verbal


Mean Interpretation

SERVICE

1.The cashier show


politeness in every 78 62 93 32 18 3.54 Satisfied
customers
2. The security guard
37 64 116 42 24 3.16 Moderately
expresses gratitude to every
satisfied
customer as they visit and
leave the store.
3. The service crews are
93 52 125 10 3 3.78 Satisfied
approachable whenever you
need them
4. The convenience store
32 156 85 8 2 3.74 Satisfied
makes the customer feel
comfortable and at ease
within the store

Average weighted mean 3.56 Satisfied

In “Store B” item number 3 “The service crews are approachable

whenever you need them” got the highest weighted mean of three point seventy-

eight (3.78) with the verbal interpretation of “Satisfied”, followed by item number 4

“The convenience store makes the customer feel comfortable and at ease within

the store” with a weighted mean of three point seventy-four (3.74) with the verbal

interpretation of “Satisfied” and third is the item number 1 “The cashier show

politeness in every customer” got the weighted mean of three point fifty-four (3.54)

with the verbal interpretation of “Satisfied” and lastly item number 2 “The security
POLYTECHNICUNIVERSITY OF THE PHILIPPINES 46

guard expresses gratitude to every customer as they visit and leave the store.” got

the lowest weighted mean of three point sixteen (3.16) with the verbal

interpretation of “Moderately Satisfied”. And a general weighted mean of three

point sixty-six (3.66) with the verbal interpretation of “Satisfied”.

According to Basbas, Marlyn and Cadag, Adam Carl(2008) research study

entitled “Customer Satisfaction that Affects the Success of the Business in the City

of Santa Rosa, Laguna”, they comply with the conclusion about (1)Satisfaction of

Customer, that customer will be satisfied depend on the quality of the product,

presentation and taste of the product or food. (2)Beneficiaries of the customer

satisfaction, the owner of the business or the manager and the employees or

personnel can gain benefits if the customers are satisfied with the products or

services. (3) Things that can satisfy the customer want. The services can satisfy

the customer even the location just by having a good one. The price of the product

can also affect the satisfaction of the customer’s presentation and effects.
POLYTECHNICUNIVERSITY OF THE PHILIPPINES 47

Table 8

The Level of Customer Satisfaction of Convenience Stores at Santa Rosa Bayan


in terms of Store Lay-out

Store A 5(SS) 4(S) 3(MS) 2(DS) 1(SD) Weighted Verbal


Mean Interpretation

STORE LAY-OUT
1.The convenience store is
accessible 98 83 94 5 3 3.95 Satisfied

2. The convenience store has


wider space for a large number 57 105 81 36 4 3.61 Satisfied
of customers
3. The convenience store
position of a station (e.g. 75 106 78 21 3 3.82 Satisfied
counter, dining) is placed
accordingly
4. The distance of each table is
enough to give way to other 64 95 89 33 2 3.65 Satisfied
customer

General weighted mean 3.76 Satisfied

This table presents that in “Store A” item number 1 “The convenience store is

accessible” got the highest weighted mean of three point ninety-five (3.95) with a

verbal interpretation “Satisfied”, followed by item number 3 “The convenience store

position of a station (e.g. counter, dining) is placed accordingly” with a weighed

mean of three point eighty-two (3.82) with a verbal interpretation of “Satisfied”. And

third is number 4 “The distance of each table is enough to give way to other

customer” got a weighted mean of three point sixty-five (3.65) with the verbal

interpretation of “Satisfied”, and lastly number 2 “The convenience store has wider
POLYTECHNICUNIVERSITY OF THE PHILIPPINES 48

space for a large number of customers” got the lowest weighted mean of three

point sixty-one (3.61) with a verbal interpretation of “Satisfied”, and a general

weighted mean of three point seventy-six (3.76) with a verbal interpretation of

“Satisfied”.

Based from the study of Talavera (2005), “Measuring Supply Chain

Performance in Selected Philippine Manufacturing Companies”, Talavera cited that

Eng (2005) reported that a cross functional orientation in SCM has positive effects

on customer satisfaction and supply chain responsiveness in terms of improved

efficiency among different functions in the supply chain. A good experience in

information technology was also found to have a positive effect on the firm’s ability

to enhance customer satisfaction and supply chain responsiveness. Gimenez and

Ventura (2005) presented the effects of internal and external integration on

operational performance (measured in terms of reduction in costs, stock outs and

lead times). They highlighted that internal integration in the logistics-production and

logistics-marketing interface had no significant effects on performance. On the

other hand, they observed that external integration (e.g., information sharing, joint

planning, teamwork, and joint decisions on cost reduction activities) led to

reductions in costs, stock outs and lead times.


POLYTECHNICUNIVERSITY OF THE PHILIPPINES 49

Table 8.1

The Level of Customer Satisfaction of Convenience Stores at Santa Rosa


Bayan in terms of Store Lay-out

Store B 5(SS) 4(S) 3(MS) 2(DS) 1(SD) Weighted Verbal


Mean Interpretation

STORE LAY-OUT
1.The convenience store is
accessible 114 82 63 19 5 3.99 Satisfied

2. The convenience store


has wider space for a large 51 121 104 6 1 3.75 Satisfied
number of customers
3. The convenience store
position of a station (e.g. 27 132 114 8 2 3.63 Satisfied
counter, dining) is placed
accordingly
4. The distance of each table
is enough to give way to 63 114 94 11 1 3.80 Satisfied
other customer

General weighted mean 3.79 Satisfied

This table shows that in “Store B” item number 1 “The convenience store is

accessible” got the highest weighted mean of three point ninety-nine (3.99) with a

verbal interpretation “Satisfied”, followed by item number 4 “The distance of each

table is enough to give way to other customer” with a weighted mean of three point

eighty (3.80) with a verbal interpretation of “Satisfied”. And third is number 2 “The

convenience store has wider space for a large number of customers” got a

weighted mean of three point seventy-five (3.75) with the verbal interpretation of

“Satisfied”, and lastly number 3 “The convenience store position of a station (e.g.

counter, dining) is placed accordingly” got the lowest weighted mean of three point
POLYTECHNICUNIVERSITY OF THE PHILIPPINES 50

sixty-three (3.63) with a verbal interpretation of “Satisfied”, and a general weighted

mean of three point seventy-eight (3.78) with a verbal interpretation of “Satisfied”.

According to the survey report of Toyota Motor Philippines (2010). "Customer

service performance is reported as an index score based on a 1,000-point scale,"

J.D. Power said in a statement. "Toyota ranks highest, achieving an overall score

of 805." Toyota, the leading brand in the Philippines in terms of sales, is the only

brand that ranked above the industry average of 795 points. It is followed by Ford,

Kia, Honda and Isuzu. J.D. Power noted that Isuzuposted the biggest improvement

in customer service performance with a score of 791 in 2010 from 764 last year.

The J.D. Power CSI study in the Philippines measures the satisfaction level vehicle

owners get when they visit an authorized dealer or service center for maintenance

or repair within the first two years of car ownership. The 2010 CSI survey had

1,612 respondents who bought their vehicles from January 2008 to March 2009

and had their cars serviced between July 2009 and March 2010.
POLYTECHNICUNIVERSITY OF THE PHILIPPINES 51

Table 9
The Level of Customer Satisfaction of Convenience Stores at Santa Rosa Bayan in
terms of Food, Price, Service and Store lay-out

Store A Store B Average Verbal


Interpretation

1.Food
3.83 4.16 4.0 Satisfied

2. Price
3.68 3.37 3.53 Satisfied

3. Service
3.76 3.56 3.66 Satisfied

4. Store lay-out
3.76 3.79 3.78 Satisfied

General weighted mean 3.74 Satisfied

This table shows that in general aspect of the four factors, the “Food” got the

highest average of four point zero (4.0) with a verbal interpretation of “Satisfied”,

followed by “Store lay-out” having an average of three point seventy-eight (3.78)

with verbal interpretation of “Satisfied”, then “Service” having an average of three

point sixty-six (3.66) and verbal interpretation of “Satisfied”, lastly, the “Price” got

the lowest average of three point fifty-three (3.53) with a verbal interpretation of

“Satisfied”. And a general weighted mean of three point seventy-four (3.74) with

verbal interpretation of “Satisfied”


POLYTECHNICUNIVERSITY OF THE PHILIPPINES 52

CHAPTER 5

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATION

Summary of Findings

This chapter sums up all the findings situated in the study. It intends to make

a contribution in the improvement of the business knowledge by studying the

Customers Satisfaction of convenience stores at Santa Rosa Bayan.

1.) Table 5 The table shows that in “Store A” item number 1 “There are different

variants to choose from” got the highest weighted mean of four point zero one

(4.01) with the verbal interpretation of “Satisfied”, followed by item number 3

“The food presentation is always catching” with the weighted mean of tree

point eighty-one (3.81) with the verbal interpretation of “Satisfied” and the by

item number 4, “The food offered meet the projected taste” having weighted

mean of three point eighty (3.80) with verbal interpretation of “Satisfied”. Then

lastly item number 2 “The food is always hot” with the weighted mean of three

point seventy-one (3.71) with a verbal interpretation of “Satisfied”. And an

average weighted mean of three point eighty-three (3.83) with the verbal

interpretation of “Satisfied”.

In “Store B” item number 4 “The food offered meet the projected taste”

got the highest weighted mean of four point thirty-three (4.33) with verbal
POLYTECHNICUNIVERSITY OF THE PHILIPPINES 53

interpretation of “Strongly Satisfied”, followed by item number 1, “The are

different variants to choose from” having weighted mean of four point twenty

four (4.24) with a verbal interpretation of “Strongly Satisfied”. Then followed by

item number 2 “The food is always hot” with weighted mean of four point zero

three (4.03) with the verbal interpretation of “Satisfied”. And lastly, items

number 3 “The food presentation is eye catching” with the lowest weighted

mean of four point zero two (4.02) with a verbal interpretation of “Satisfied”,

and a general weighted mean of three point fifty-two (3.52) with a verbal

interpretation of “Satisfied”.

2.) Table 6 presents that in “Store A” item number 4 “The convenience store set

prices in relation to its competitors” got the highest weighted mean of three

point seventy-two (3.72) with a verbal interpretation of “Satisfied”, followed by

item number 3 “The price can be obtained anytime” got a weighted mean of

three point seventy-one (3.71) with verbal interpretation of “Satisfied”. Then

third is item number 1 “The price offered by the convenience store is

noticeable to customers” having weighted mean of three point forty-seventy

(3.70) with verbal interpretation of “Satisfied”, lastly item number 2 “The price

offered by the convenience store meets the expected quantity of the food

availed.” having three point fifty-nine (3.59) with verbal interpretation of

“Moderately Satisfied”, and a general weighted mean of three point sixty-eight

(3.68) with a verbal interpretation of “Satisfied”.


POLYTECHNICUNIVERSITY OF THE PHILIPPINES 54

In “Store B” item number 1 “The price offered by the convenience store

is noticeable to customers” “got the highest weighted mean of three point fifty-

six (3.56) with a verbal interpretation of “Satisfied”, followed by item number 2

“The price offered by the convenience store meets the expected quantity of

the food availed.” with a weighted mean of three point thirty-seven (3.37) with

verbal interpretation of “Moderately Satisfied”. Then third is item number 3

“The price can be obtained anytime” having weighted mean of three point

twenty-eight (3.28) with verbal interpretation of “Moderately Satisfied”, lastly

item number 4 “The convenience store set prices in relation to its competitors”

having a weighted mean of three point twenty-seven (3.27) with verbal

interpretation of “Moderately Satisfied”, and a general weighted mean of three

point thirty-seven (3.37) with a verbal interpretation of “Moderately Satisfied”.

3.) The table 7 reveals that in “Store A” item number 1 “The cashier show

politeness in every customer” got the highest weighted mean of three point

ninety-three (3.93) with the verbal interpretation of “Satisfied”, followed by item

number 3 “The service crews are approachable whenever you need them”

with a weighted mean of three point ninety-two (3.92) with the verbal

interpretation of “Satisfied” and third is the item number 4 “The convenience

store makes the customer feel comfortable and at ease within the store” got

the weighted mean of three point eighty (3.80) with the verbal interpretation of
POLYTECHNICUNIVERSITY OF THE PHILIPPINES 55

“Satisfied” and lastly item number 2 “The security guard expresses gratitude to

every customer as they visit and leave the store.” got the lowest weighted

mean of three point thirty-eight (3.38) with the verbal interpretation of

“Moderately Satisfied”. And a general weighted mean of three point seventy-

six (3.76) with the verbal interpretation of “Satisfied”.

In “Store B” item number 3 “The service crews are approachable

whenever you need them” got the highest weighted mean of three point

seventy-eight (3.78) with the verbal interpretation of “Satisfied”, followed by

item number 4 “The convenience store makes the customer feel comfortable

and at ease within the store” with a weighted mean of three point seventy-four

(3.74) with the verbal interpretation of “Satisfied” and third is the item number

1 “The cashier show politeness in every customer” got the weighted mean of

three point fifty-four (3.54) with the verbal interpretation of “Satisfied” and

lastly item number 2 “The security guard expresses gratitude to every

customer as they visit and leave the store.” got the lowest weighted mean of

three point sixteen (3.16) with the verbal interpretation of “Moderately

Satisfied”. And a general weighted mean of three point sixty-six (3.66) with

the verbal interpretation of “Satisfied”.


POLYTECHNICUNIVERSITY OF THE PHILIPPINES 56

4.) Table 8 presents that in “Store A” item number 1 “The convenience store is

accessible” got the highest weighted mean of three point ninety-five (3.95)

with a verbal interpretation “Satisfied”, followed by item number 3 “The

convenience store position of a station (e.g. counter, dining) is placed

accordingly” with a weighed mean of three point eighty-two (3.82) with a

verbal interpretation of “Satisfied”. And third is number 4 “The distance of

each table is enough to give way to other customer” got a weighted mean of

three point sixty-five (3.65) with the verbal interpretation of “Satisfied”, and

lastly number 2 “The convenience store has wider space for a large number

of customers” got the lowest weighted mean of three point sixty-one (3.61)

with a verbal interpretation of “Satisfied”, and a general weighted mean of

three point seventy-six (3.76) with a verbal interpretation of “Satisfied”.

And in “Store B” item number 1 “The convenience store is accessible”

got the highest weighted mean of three point ninety-nine (3.99) with a verbal

interpretation “Satisfied”, followed by item number 4 “The distance of each

table is enough to give way to other customer” with a weighted mean of three

point eighty (3.80) with a verbal interpretation of “Satisfied”. And third is

number 2 “The convenience store has wider space for a large number of

customers” got a weighted mean of three point seventy-five (3.75) with the

verbal interpretation of “Satisfied”, and lastly number 3 “The convenience

store position of a station (e.g. counter, dining) is placed accordingly” got the
POLYTECHNICUNIVERSITY OF THE PHILIPPINES 57

lowest weighted mean of three point sixty-three (3.63) with a verbal

interpretation of “Satisfied”, and a general weighted mean of three point

seventy-eight (3.78) with a verbal interpretation of “Satisfied”.

5.) Table 9 shows that in general aspect between the four factors, the “Food” got

the highest average of four point zero (4.0) with a verbal interpretation of

“Satisfied”, followed by “Store lay-out” having an average of three point

seventy-eight (3.78) with verbal interpretation of “Satisfied”, then “Service”

having an average of three point sixty-six (3.66) and verbal interpretation of

“Satisfied”, lastly, the “Price” got the lowest average of three point fifty-three

(3.53) with a verbal interpretation of “Satisfied”. And a general weighted mean

of three point seventy-four (3.74) with verbal interpretation of “Satisfied”


POLYTECHNICUNIVERSITY OF THE PHILIPPINES 58

Conclusion

In the light of the above results, the following conclusion can now be made.

1. Age

Majority of the respondents were mainly young adults aging from 13-22

2. Gender

Male respondents took the larger percentage over the Female respondents.

3. Occupation

The largest numbers of respondents were mainly students.

4. Income level

Most of the respondents earn a monthly income or allowance ranging 5000-

below

5. Food

Majority of the respondents were satisfied by the different variants of food to

choose in the convenience stores at Santa Rosa Bayan, while the lowest numbers

of respondents were also satisfied that their food is always hot.


POLYTECHNICUNIVERSITY OF THE PHILIPPINES 59

6. Price

The massive numbers of respondents were satisfied that the price is

noticeable, while the lowest number of respondents were moderately satisfied that

the price offered by the convenience store meets the expected quantity of the food

availed.

7. Service

Most of the respondents were satisfied that the service crews are

approachable whenever you need them. And the least number of respondents are

moderately satisfied that the security guard expresses gratitude to every customer

as they visit and leave the store.

8. Store Lay-out

Majority of the respondents were satisfied that the convenience store is

accessible, while the least number of respondents were also satisfied the

convenience store has wider space for a large number of customers.


POLYTECHNICUNIVERSITY OF THE PHILIPPINES 60

Recommendation

Based on the conclusions mentioned, the researchers may endorse to the

convenience stores at Santa Rosa Bayan the significance of customer satisfaction

to their business, and the recommendations are as follow:

1. The researchers recommend that the management may try to make new

strategies that will catch the attention of all the customers with different

ages. They may also provide token of appreciation like discount, loyalty

cards, and raffle coupons to their customers.

2. The researchers advised that management may offer products that are also

applicable to adult customers that will suits their taste and preferences. And

continue to discover more products that will encourage and retain existing

customers specially students.

3. The researchers recommend the management offer more products that suit

the income capacity of the majority of the respondents who’s earning a

minimum income level.

4. The researchers recommend that the management shall consider adding

promotional tools of their offered meals so that customers will be familiar


POLYTECHNICUNIVERSITY OF THE PHILIPPINES 61

that they also provide rice meals. The management shall try to improve the

appearance of the food that will attract larger number of customers.

5. The researchers recommend that the cashiers, service crews and security

guard of the store must enhance their politeness and cheerfulness to every

customer. All personnel of the convenience store must improve their skills

on how they accommodate the needs of their customers. The management

are advised to have or develop training materials for their employees

regarding on the customer relationship management

6. The management is advice to have a vast space and add more facilities to

improve the accommodation and comfort of every customer.