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PAUL P.

DALWAMPO JULY 15, 2018

MPA

CLIENT SATISFACTION OF PHILIPPINE STATISTICS AUTHORITY: COPY

ISSUANCE OF CIVIL REGISTRY DOCUMENTS IN THE PROVINCE OF

QUEZON BASIS FOR ACTION PLAN

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Chapter I

THE PROBLEM AND ITS SETTINGS

Introduction

Civil registration is the process of storing and recording in the appropriate

civil registers, vital acts and events that affect the civil status of individuals. Vital

acts and events are the births, deaths, fetal deaths, marriages and all such events

that have something to do with an individual's entrance and departure from life

together with the changes in civil status that may occur to a person during his

lifetime. The documents that are being registered are called civil registry

documents.

Civil registry documents include records of births, marriages, deaths,

court decrees, legal instruments which affect the status of a person, divorce,

conversion to Islam and marriages solemnized under Presidential Decree 1083,

and civil registry documents of Filipino citizens reported at Philippine

Consulates abroad. These documents are submitted by the local civil registry

offices, Shari'a courts and Department of Foreign Affairs (DFA) to Philippine

Statistics Authority (PSA) and are converted to digital format and loaded in the Civil

Registry System (CRS) database for copy issuance purposes.

PSA, which is a new agency created by the virtue of Republic Act No. 10625,

otherwise known as the “Philippine Statistical Act of 2013” through the merging of

the National Statistics Office, National Statistical Coordination Board, Bureau of

Agricultural Statistics of the Department of Agriculture and the Bureau of Labor and

Employment Statistics of the Department of Labor and Employment is the primary

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agency mandated to carry out and administer the provisions of Act No. 3753,

entitled “An Act to Establish a Civil Register” (Section 2, CA 591) and other laws

on civil registration. This function (mandate of the former NSO) was clearly stated

in Section 29 of RA 10625, PSA was instructed to carry out the reorganization of

the Philippine Statistical System (PSS) in such a manner that the agencies

absorbed by it shall continue to perform their respective functions during the

transition period so as not to unduly delay the production of statistics from ongoing

censuses, surveys and administrative records.

At present, PSA continues its partnership with Unisys, Philippines in

maintaining the Civil Registry System Information Technology Project (CRS ITP)

that aims to im prove the service time in issuance of certifications of birth, marriage

and death documents and maintaining the integrity of the documents. Sooner there

will be a full implementation of Civil Registry Information Technology Project Phase

II (CRS-ITP2), it is the successor of CRS-ITP under Build Operate Transfer (BOT)

scheme. It is a project under Private Public Partnership (PPP) in cooperation with

Unisys Public Sector Services Corporation. This will have involved more enhanced

computerization of the civil registry operations of PSA. But just like other programs

that deliver services to the public on hand, the current CRS ITP through PSA

Serbilis Outlet should be evaluated. Satisfaction of the clients on the steps and

procedures as well as the work performance of the employees should be assessed.

Theoretical Framework

Thomassen (2003) defines satisfaction as follows: “the perception of the

customer as a result of consciously or unconsciously comparing his experiences

with his expectations”. Kotler & Keller (2008) build on this definition, stating that

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customer satisfaction is determined by “the degree to which someone is happy or

disappointed with the observed performance of a product in relation to his or her

expectations”. Performance that is below expectations leads to a dissatisfied

customer, while performance that satisfies expectations produces satisfied

customers. Expectations being exceeded leads to a “very satisfied or even

pleasantly surprised customer” (Kotler & Keller, 2003).

The definition of Zeithaml & Bitner (2003) is slightly different from that of

Thomassen: “Satisfaction is the consumer fulfilment response. It is a judgement

that a product or service feature, or the product of service itself, provides a

pleasurable level of consumption-related fulfilment.” The emphasis of Zeithaml &

Bitner is thus on obtaining a certain satisfaction in relation to purchasing.

In this study, the definition of Thomassen will be used given the importance

of perception. This is much connected on the delivery of services of Philippine

Statistics Authority Quezon Serbilis Outlet which provides copy issuance of civil

registry documents. Although Zeithaml & Bitner (like Thomassen) say that

customer satisfaction is a reaction to the experience gained and focus on a certain

satisfaction, there is no distinction between conscious and unconscious

comparisons in their definition. Since PSA aimed not only to deliver the services in

the public but also build satisfaction, trust and confidence among its clientele; as a

result, unconscious comparison will play an important role. The definition of

Thomassen is therefore more relevant to the current study.

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Conceptual Framework

 Demographic profile of  Formulation and  To develop action plan that


respondents in terms of: validation of would enhance client
a. Sex questionnaire satisfaction.
b. Age
c. Educational  Administration
Attainment of self-made
d. Employment Status questionnaires
 Level of satisfaction of
the clients of PSA  Collection of
Quezon Serbilis Outlet in data, tallied,
terms of: validated, and
a. Efficiency interpreted.
b. Timeliness
 Application of
statistical
treatment

Figure 1. Research Paradigm showing the Client Satisfaction of Philippine


Statistics Authority Copy Issuance of Civil Registry Documents in the Province of
Quezon: Basis for Enhanced Development Program

The figure shows the research paradigm of the study which in input

determines the demographic profile of respondents and the level of satisfaction of

clients in terms of efficiency and timeliness of delivery of services. For the process,

there were formulation of and validation of questionnaire then administration of

self-made questionnaire, collection of data, tallied, and interpreted and application

of statistical treatment. After the administration and data gathering, the level of

satisfaction of clients of PSA Quezon Serbilis Outlet in terms of efficiency and

timeliness of delivery of services was determined, significant difference on the level

of satisfaction of client when classified according to their demographic

characteristics and among walk-in versus LGU applicants was tested and

formulate enhanced development program to improve the delivery of services.

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Statement of the Problem

The researcher wanted to determine the level of satisfaction of the clients

of PSA Quezon Serbilis Outlet on the copy issuance of civil registry documents

such as certificate of birth, marriage and death.

Specifically, this sought to answer the following questions:

1. What is the demographic profile of the respondents according to:

a. Sex

b. Age

c. Educational Attainment

d. Employment Status

e. Residence

2. What is the level of satisfaction of the clients of PSA Quezon Serbilis Outlet

in terms of:

a. Efficiency

b. Timeliness

3. Is there a significant difference level of satisfaction of the clients of PSA

Quezon Serbilis Outlet in terms of demographic profile?

4. Is there a significant difference on the level of satisfaction of walk-in

applicants and LGU applicants?

5. What actions should be taken to improve the delivery of services?

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Thesis Arguments

Ho: There is no significant difference level of satisfaction of the clients of

PSA Quezon Serbilis Outlet in terms of demographic profile.

Ho: There is no significant difference on the level of satisfaction of walk-in

applicants and LGU applicants.

Scope and Limitations of the Study

The study is limited to determine the level of satisfaction of the clients of

PSA Quezon Serbilis Outlet on the copy issuance of civil registry documents such

as certificate of birth, marriage and death. The study focuses only on the two

aspects of securing copy CR documents such as efficiency and timeliness. A total

of 286 clients were asked to be the respondents of the study.

The instrument used to collect data for this research was a questionnaire

for determining the satisfaction of the clients.

Significance of the Study

This research study is very significant primary to servicing agency, clientele

and end-users. There are several studies conducted to measure the satisfaction

level of customers as to the services being offered or products they want to sell.

Manzin, Zurga and Mrak (2012) cited the different relations between the State

and customers of administration are taxpayers and regulated subjects.

Customers recognized that they have clear obligations towards the tax

administrations but by large, they expect a certain level of service or help that

would aid them in carrying out their duties. Customers legally defined

obligations, they are aware that businesses are subject to inspection but

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customers expect suitable and prompt activities by regulators or government.

With these, government then needs to guide and inform customers how they will

carry and perform their obligation in the process of service.

The government must seek ways to improve the services they provide in

order to meet the expectations of their constituents. It adapts and updates its

processes in administering public service in order to build trust towards its

consumer. Bal, et al. (2011) cited that people with low levels of trust will be more

easily triggered by negative events. In addition, Cheema and Popovski (2010)

expressed that it would be gradual and troublesome to recover the trust in public

policy and institutions. It will negatively affect or influence their credibility and may

somehow escalate and view as a whole for public service. There is a need for the

government to revitalize local services, increase administrative performance, and

to develop competitive, knowledgeable local officials and personnel. Changes and

development in the commercial sector, advancement of technology has also

created pressure to public sector as constituents are more interested into a fast

reliable performance when availing type of service process the government is

performing. Customer perceived service as an experience and service quality

holds good for the experience and evaluation of quality. Thus, this study intended

to improve the delivery of the services to the people in a more convenient and

fastest way and increase clients’ satisfaction. It was the researcher’s objective to

address this assessment to the following:

To the National Government. This research may provide assessment and

evaluation to create programs and policies that are necessary to improve the

delivery of services.

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To the Philippine Statistics Authority. The findings of this study could be

beneficial to the head of agency and/or outlet supervisor in providing empirical

base that would serve as guide in the construction of enhanced development

program. The information gathered could identify of which phases on the delivery

of services need to be improved.

To the Client. The utmost concern of this study is to improve the services

on the copy issuance of civil registry documents to the clients and to increase the

clientele’s satisfaction.

To the Future Researcher. The findings of this study will be of great help to

the future researcher in comparing the level of satisfaction of the clients before and

after the conduct of the study and how effective the propose actions to improve the

delivery of services.

Definition of Terms

The terms appearing below were defined to facilitate understanding of the

study.

Civil Registration is the system by which a government records the vital events

of its citizens and residents. The resulting repository or database is called civil

register, and the office responsible for receiving registrations is often called the

registrar, registry, or population registry.

Civil Registry Document (CRD) are documents registered based on vital events

being issued by Philippine Statistics Authority. It includes birth, marriage and death

certificate.

Civil Registry System (CRS) Database is the database of CRS ITP where all civil

registry documents in the form of micro data were stored.

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Civil Registry System Information Technology Project (CRS ITP). It is a Build

Operate Transfer Project in partnership with Unisys Philippines for 10 years. The

project includes scanning, archiving, computerization and copy issuance of civil

registry documents.

Customer Satisfaction is a marketing term that measures how products or

services supplied by a company meet or surpass a customer's expectation.

Department of Foreign Affairs (DFA) is the agency responsible for the recording

of vital events the occurred among Filipinos in foreign countries and is responsible

for forwarding of the said documents to PSA for uploading to the database.

Local Government Unit (LGU) particularly the Local Civil Registrars who request

civil registry documents to PSA in a bulk quantity.

Philippine Statistical System (PSS) is a decentralized system, policy-making

body, data producers, users, research and training institutions, and data providers.

The PSS is the government-wide system of providing statistical information and

services to the public.

Philippine Statistics Authority (PSA) is a newly formed government agency

created by the virtue of RA 10625 or the Philippine Statistical Act 2013. One of its

mandates is to carry out civil registration laws to the public.

Shari’a Court also known as Shari’a District Courts (SDCs) and Shari’a Circuit

Courts (SCCs) that were created in 1977 through PD 1083, which also known as

the Code of Muslim Personal Laws. These courts have been established to resolve

cases involving Muslims.

Serbilis Outlet refers to the sub-unit of PSA that caters the copy issuance of civil

registry documents with theme “Online! Ontime!”.

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Background of the Study

Improving services being offered to the public has always been the priority

and goal of the government. Quality public service must be delivered to people.

Adaptation of various technologies such e-transactions help national government

agencies to deliver the needs of people thru the fastest and most convenient way.

As the technologies advances rapidly people demands for much better and

modernized way of having transactions to government agencies.

As society changes, satisfaction of the people also varies. The public starts

to demand and look for more improvements, for more efficient ways, for less effort

but more comfort process. The public wants to utilize the technology being offered

in the market for their ease. They want the services being given to them must be

modern, efficient, with best quality and most of all be delivered in a timely fashion.

This scenario was being encountered by the PSA (former NSO) several years after

the implementation of the CRS IT project, which in the first place was considered

as the main solution to the demand being ask to the agency but later on, it was

realized that it was just the foundation of the solution to the current situation and

just a starting point of development.

CRS IT project was the technology being utilized in copy issuance of civil

registry documents in the PSA Serbilis Outlet. Recipients of this copy issuance can

be classified as walk-in, Batch Request Entry System (BREQS) and Local

Government Unit (LGU) applicants.

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Satisfaction on the delivery of services rendered by PSA Quezon Serbilis

Outlet differs among the clients. Though there were applicants who were satisfied

on the processing of the copy issuance of CRD, there were still some instances

that the office received number of complaints from customers. These clients were

condemning the long process and not well-organized accommodation in

requesting their documents.

With the increasing number of clients from 229,869 in 2014 to 255,083 in

2015, a 11.0 percent increase, it is a necessity to evaluate the satisfaction of the

customers as to efficiency and timeliness of the delivery of the services. Hence,

the researcher wants to find out the level of satisfaction of the clientele of PSA

Quezon Serbilis Outlet on the copy issuance of civil registry documents and be

able to come-up with actions that would improve the delivery of services.

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Chapter II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the different literature perused to gather insights for

the study. This also includes the studies considered to strengthen the concepts.

Moreover, the chapter provides the theoretical and conceptual framework that lead

to the formulation of hypothesis.

Foreign Literature

Several literatures have cited facts and information on civil registration and

issuances of civil registry documents. There are also vast literatures on clients’

satisfaction on services offered by both private and public sectors.

The United Nations defines civil registration as "the continuous, permanent,

compulsory and universal recording of the occurrence and characteristics of vital

events pertaining to the population as provided through decree or regulation in

accordance with the legal requirements of a country. Civil registration is carried out

primarily for the purpose of establishing the legal documents provided by the law.

These records are also the main source of vital statistics. Complete coverage,

accuracy and timeliness of civil registration are essential for quality vital statistics."

Civil registration is very important not only to government sectors but also

to private sectors that want to establish programs in certain areas. Vital statistics

record has many uses. Birth records serves as legal proof of identity of a person.

Marriage records can be used to apply for tax deductions, on updating status of a

woman. Also, marriage records can be used as proof of claiming properties in case

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of partner’s death. Death records can be used on claiming inheritance rights,

claiming insurance benefits and serve as proof a person have a right to remarry.

Demand for copy issuances of civil registry documents continue to increase

in later days. With the increasing number of clients securing copies of CRD,

satisfactions of clientele tends to decrease. Since positive and high satisfaction

ratings is a mere proof that the delivery is efficient, it’s a necessity for the offices to

assess the customers’ satisfaction.

Based on the research of Center for the Study of Social Policy, the definition

of customer satisfaction in public sector is often linked to both the personal

interaction with the service provider and the outcomes experienced by service

users. This is clearly defined in satisfaction on three aspects such as client-worker

interaction, accuracy and timeliness of the process and efficiency of the outcome

to the clients.

Customer satisfaction can be conceptualized as either transaction-specific

satisfaction or cumulative satisfaction (Boulding et al., 1993). Transaction-specific

satisfaction is a customer’s evaluation of her or his experience and reactions to a

specific company encounter (Cook et al., 2000). Cumulative satisfaction refers to

customers overall evaluation of patronage experience from inception to date (Tahir

et al., 2007).

In government perspectives, engaging in customer satisfaction survey will

help to get the best available information by knowing their opinions and

perceptions, understand the impact of alternative options whether this would or

would not meet their needs and to reduce the risk if not risk-free of unforeseen

consequences (Bourgogne, 2007).

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Manzin, Zurga and Mrak (2012) cited the different relations between the

State and customers of administration are taxpayers and regulated subjects.

Customers recognized that they have clear obligations towards the tax

administrations but by large, they expect a certain level of service or help that would

aid them in carrying out their duties. Customers legally defined obligations, they

are aware that businesses are subject to inspection but customers expect suitable

and prompt activities by regulators or government. With these, government then

needs to guide and inform customers how they will carry and perform their

obligation in the process of service.

The significance of customer satisfaction cannot be dismissing while happy

customers are like free advertising. It is necessary to put the customer at the centre

of the business according to its strategies, events and processes. In fact, it is easier

and more profitable to sell to presented customers than to find new ones.

Organizations are ever more setting themselves strategies to determine and make

sure customer retention, and charging their employees to be more customer-

focused and service-oriented (Mohsan et al., 2011). Now, not only the

organizations aim to satisfy the customers but they attempt to do this more

efficiently and effectively that the other rivals in competitive market place to attain

their goals (Kotler and Armstrong, 2011).

Bal et al. (2011) cited that people with low levels of trust will be more easily

triggered by negative events. Cheema and Popovski (2010) expressed that it would

be gradual and troublesome to recover the trust in public policy and institutions. It

will negatively affect or influence their credibility and may somehow escalate and

view as a whole for public service. There is a need for the government to revitalize

local services, increase administrative performance, and to develop competitive,

15
knowledgeable local officials and personnel. Changes and development in the

commercial sector, advancement of technology has also created pressure to public

sector as constituents are more interested into a fast reliable performance when

availing type of service process the government is performing.

Customer perceived service as an experience and service quality holds

good for the experience and evaluation of quality.

The most important goal that companies follow up is to maintain customer

loyal to the firm so they more focus on customer centric approach in their

organizational and marketing strategies (Jain and Singh, 2002). Bowen and Chen

(2001) said that having satisfied customers is not sufficient, there has to be

really satisfied customers. This is because customer satisfaction has to direct to

customer loyalty. Sivadas and Baker-Prewitt (2000) said “there is a rising

recognition that the last objective of customer satisfaction measurement should be

customer loyalty”.

Many organizations merely categorize customer satisfaction measurement

as a type of “marketing intelligence” instead of using it as a management tool to

build the customer into their quality improvement processes and increase profit. As

a result, companies often know the cost of providing good service but they seldom

know the cost of providing bad service (Linnell, 2006).

Satisfaction of customer is one of the most researched topics and many

studies have been conducted to examine the satisfaction and intention of banking

customers (Moutinho and Smith, 2000; Mihelis et al., 2001; Wirtz, 2003; Laforet

and Li, 2005; Liu et al., 2008; Gu et al, 2009; Bamdad and Rafiei, 2009; Udo et al.,

2010; Gilaninia and Mosavian, 2010; Kazemi and Mohajer, 2010; Samadi and

eskandari, 2011; Grigoroudis et al., 2012).

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Kumbhar V. M (2011) attempted to examine a contribution of various dimensions

of service quality in customers’ satisfaction. A result of the study indicates that, all

13 variables were found significant and were good predictors of overall satisfaction

in e-banking. However, A result of principle component analysis indicates that,

Perceived Value, Brand Perception, Cost Effectiveness, Easy to Use,

Convenience, Problem Handling, Security/Assurance and Responsiveness are

important factors in customers satisfaction in e-banking it explains 48.30 per cent

of variance. Contact Facilities, System Availability, Fulfillment, Efficiency and

Compensation are comparatively less important because these dimensions

explain 21.70 per cent of variance in customers’ satisfaction. Responsiveness,

Easy to Use, Cost Effectiveness and Compensation are predictors of brand

perception in e-banking and Fulfillment, Efficiency, Security/Assurance,

Responsiveness, Convenience, Cost Effectiveness, Problem Handling and

Compensation are predictors of perceived value in e-banking. Therefore, banker

and e-banking service designers should think over these dimensions and make

possible changes in the e-banking services according to the customers’

expectations and need of the time. It will be helps to enhance service quality of e-

banking and increase the level of customers’ satisfaction in ebanking. In Addition,

M. Mohamed Siddik & Dr. M. Selvachandra (2011), studied customer satisfaction

towards E-banking services of ICICI bank in Chennai city and concluded that the majority

of the respondents preferred their branch because of Quality of service. Convenience and popularity

of branch were given subsequent preference. There has been quite positive opinion registered with

regard to the common problem encountered by the customers in the banks, relating to that there is

delay in service in the branches, customers were dissatisfied with the service rendered by the staffs,

and dissatisfied with the delay in loan sanctions, at the outset proportion of the problems are

relatively meager, hence it was illustrated that there has been very meager problems in the

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transactions. Therefore they suggested that banks should provide sufficient training programs to

mitigate the above difficulties.

Local Literature

Related local literatures provided information on the issuances of civil

registration in the country. There were also researches that provided data on the

level of clients’ satisfaction in different aspects.

The Philippine Statistics Authority is primarily responsible for the

implementation of the objectives and provisions of the Philippine Statistical Act

of 2013 or otherwise known as Republic Act (RA) No. 10625. Under this law, the

National Statistics Office (NSO) and three other statistical agencies were merged

and the personnel, assets, contracts and responsibilities of these merged agencies

were transferred to the new PSA. The PSA plans, develops, prescribes,

disseminates and enforces policies, rules and regulations and coordinates

government-wide programs governing the production of official statistics and

general-purpose statistics.

The PSA is also responsible for the implementation of the provisions of

the Civil Registry Law or Act No. 3753 as well as provision of civil registration

services to the public. Under Rule 9 (c) (vii), Article 13 of the Implementing Rules

and Regulations (IRR) of RA No. 10625, the PSA shall be responsible for the civil

registry document management and archiving, policy advocacy and research on

civil registration matters, court decrees and legal instruments affecting civil registry

documents, administrative correction of civil registry documents, outlet and

customer services and other civil registration concerns. Further, Article 25 of the

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same IRR states that “Civil Registration System (CRS) outlets shall be established

in all administrative regions of the country, and as may be necessary each province

shall have at least one (1) CRS outlet to provide copy issuance service of civil

registry documents enrolled in the CRS database.

Way back early 90s, the formerly National Statistics Office had already

expected the increasing demand of it services to the public particularly on the

issuance of civil registry documents. NSO also foreseen that in order to deliver

their services to the people in more efficient, convenient and fastest way, they must

utilize the use of ICT in compliance with e-governance that the government was

adapting. Computerization must be undertaken to improve the civil registry system

and its computing capabilities. In early 2000, about an average of 10,000 to 12,000

request daily were processed on the issuance of civil registry documents. The

demand for the use of the civil registry documents increased directly proportional

to the population.

The Civil Registry System – Information Technology Project (CRS-ITP) is a

joint undertaking between the former NSO (now part of PSA) and Unisys Public

Sector Services Corporation (UPSSC). The US$65M project is under a Build-

Operate-Transfer (BOT) scheme which will last for twelve years. The multi-phase

CRS-ITP involves the automation of the document copy issuance, authentication,

and certification of civil registry documents; the conversion of over 120M civil

registry documents into digital format; the establishment of CRS outlets nationwide;

the building of a wide area network infrastructure for the communication

requirements of the CRS outlets; the development of application and support

systems that will run the CRS; and the redesign of business processes to support

the CRS.

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With the NSO CRS-ITP solution, week-long waits have been eliminated.

The average document request waiting time is impressive – 30 minutes in Metro

Manila and two hours in outlying areas. There were security benefits from the NSO

CRS-ITP project, as well. Paper documents were preserved in a digitized form to

ensure long-term access and usability. And, new security paper made it easier to

identify fraudulent documents.

Based also on the case study conducted by Unisys, complaints have given

way to compliments, as the NSO’s customer satisfaction ratings have improved to

82 percent (from a low of 19 percent under the manual system). Even more

remarkable is the fact that this improvement was achieved while transaction

volume more than doubled to 800,000 per month.

Based on the data gathered by Quezon Provincial Statistical Office Serbilis

Outlet, the number of processed transactions increased to 255,083 which is 11.0

percent higher from last year accounted figure of 229,869 while 29.5 percent higher

from 197,041 transactions in 2013.

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Table 1.

Number of Transaction Processed in Philippine Statistics Authority – Quezon

Provincial Statistical Office Serbilis Outlet, 1013-1015.

Number of Transactions
Month
2013 2014 2015
January 18,066 21,550 23,649
February 18,851 23,759 30,169
March 16,058 22,073 26,424
April 21,464 21,982 22,467
May 23,461 27,030 25,788
June 16,235 20,489 21,427
July 17,107 13,949 19,779
August 12,585 16,531 16,545
September 13,692 18,589 19,659
October 14,203 17,690 18,706
November 13,861 15,253 17,408
December 11,458 10,974 13,062
TOTAL 197,041 229,869 255,083
*PSA 2013-2015 Annual Report

Based on these data, it is evidently proved that there is increasing demand

for copy issuance of Civil Registry Documents. Most of the other offices, public or

private require the public for the copy of their vital documents issued by PSA.

Starting for those couple aiming to get married, to children want to be legitimated,

to those parents who will enroll their children, to those new graduates being

employed up to those claimants of death benefits, they all need the copy issuance

of the CRD from PSA. With this case of increasing number of clients of PSA

Quezon Serbilis Outlet without any changes on the procedures in securing the copy

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issuance of the civil registry documents, the level of satisfaction among the clients

was affected.

Level of satisfaction is defined as a measure of how well products and

services meet or exceed the customer's expectations. In market oriented business

organizations, customer satisfaction is considered as an important factor in

continuance of business. It serves as a lifeline for their survival, helps to stay

in the competition as well as improve and built market share. But though public

sector is not profit motivated, focusing in satisfying its clients is very important since

it will build public trust and confidence (Reyes, 2013).

According to Palmer (2011), five identified principal dimensions that

customers use to judge service quality and these are reliability, responsiveness,

assurance, empathy, and tangibles. According to him it is applicable across a

broad range of service industries to better understand the expectations and

perceptions of their customers in the service quality. This will help service provider

to figure out whether the current service meets their customer expectation and

satisfies them.

Ong (2002) mentioned that Government offices tend to behave like

monopolistic services. After all, if you're not happy with your banker or barber, you

can always switch to another bank or barber shop; but if you're unsatisfied with

your fire department, you can't report your burning home to the next city. Still, in a

democracy, governments are accountable to the governed, and constituent

satisfaction should be as vital a concern to public officials as it is to entrepreneurs.

Hence the Development Academy of the Philippines is to be commended for

developing measures of constituent satisfaction for the specific use of government

agencies.

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Foreign Studies

There were several studies relating the quality of delivering service of

employees on the level of satisfaction of clients.

Navaratnaseelan and Elangkumaran (2014) examine the relationship

between service quality and customer satisfaction through SERVQUAL model.

In their study the service quality dimensions such as Reliability, Assurance,

tangibility, Empathy, Responsiveness were considered as independent variable

and customer satisfaction as the dependent variable. Pearson correlation

analysis revealed that there is significant positive correlation between service

quality and customer satisfaction.

Heryanto (2011) in his research titled “Effect of service quality on customer

satisfaction in Bank Nagari” of Indonesia studied the effect of service quality on

customer satisfaction. The paper defines the various dimensions of service

quality like responsiveness, reliability, assurance and Tangibility and Empathy

and customer satisfaction factor like speed, Accuracy, Safe, Sauvé and Comfort

and concluded significant relationship between service quality and customer

satisfaction. The study also revealed that service quality is very important and

consists of action like staff availability, right service at right time, commitment,

quick response, competency, complaint solution, and capability of the staff at bank.

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Sulieman Aymn (2013) of Jordan in his study identified the impact of the

basic dimensions of the SERVQUAL model on the level of customer satisfaction in

dealing with the housing Bank. The result indicated that there is an impact of the

basic dimensions on the level of customer satisfaction at different level. The study

also recommend the need for continuous improvement of service provided to

customers, through consumer behavior studies, and work to predict customer

expectations to ensure the provision of better services. Kumar et al,( 2010) used

the SERVQUAL model in a research to determine the relative importance of

critical factors in delivering service quality of banks in Malaysia. In their study, they

modified the SERVQUAL model and considered six dimensions; tangibility,

reliability, responsiveness, assurance empathy and convenience and these

consist of 26 statements. They considered convenience because it is an

important determinant of satisfaction for banking customers in Malaysia and

contributes very highly in the customers’ appreciation of the quality of services

offered by the bank. The study recommended that banks need to be more

competent in delivering their services and fulfilling the assurance of customers

and providing the banking services more conveniently.

Negi (2009) used the SERVQUAL Model to determine customer

satisfaction in Telecommunication industry. He found out that reliability,

empathy and network quality proved to significantly effective in contributing

to overall service quality and overall customer satisfaction with mobile services.

Furthermore, Donnelly, et. al 2006, carried out a study to explore the

application to access the quality of service of Strathclyde Police in Scotland. The

survey captures customers’ expectations of an excellent police service and

compares these with their perceptions of the service delivered by Strathclyde

24
Police. The paper also reports on a parallel survey of police officers in Strathclyde

to examine how well the force understands its customers’ expectations and how

well its internal processes support the delivery of quality services in the police

department. It was found that Strathclyde Police appears to have a good

understanding of the service quality expectations of their customers as

represented by the responses of elected councilors in the area covered by the

force. There is room for improvement in service quality performance both from the

viewpoint of the customer and through police force attention to the definition of,

and compliance with, service quality standards. Agus, et. al (2007), carried out a

research to identify management and customer perceptions of service quality

practices in the Malaysian Public sector. It is important to note that whereas the

different model focused on identifying “gaps” between expectations and actual

delivery, their models focused only on perceptions of actual service delivery. They

used nine of the ten service dimensions identified by Parasuraman (1985). Their

study looked at the perceptions of management and customers, thereby excluding

the views of FLE. It is thus observed that most of the studies to date, have

concentrated on service quality in US and European public service sector, while

some more recent studies have looked at service quality in developing

countries Agus, (2007).

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Local Studies

There were related local studies that were conducted that measure the level

of satisfaction of clientele.

Lorenzana (2014), concluded that the quality of public service among

selected implementing government agencies in the Cordillera Administrative

Region is generally good. Appearance of physical facilities, equipment, personnel

and communication materials; ability of government employees to perform the

promised service dependably and accurately; willingness of the government

personnel to help the public and provide prompt service; and the provision of care

and individualized attention to the public by the government agencies covered by

the study were evaluated by the respondents to be of good quality. The public are

very satisfied in terms of tangibles, reliability, responsiveness, assurance, and

empathy. In terms of tangibles, responsiveness, assurance, as the quality of public

service increases or decreases, the same pattern of direction is manifested on the

extent of satisfaction of the clientele. It is also found out that the quality of public

service to a certain degree influences the extent of satisfaction of the respondents.

With respect to reliability, as the quality of public service increases or decreases,

the extent of satisfaction also increases or decreases correspondingly. However,

it is seen in the results on the variance of the responses, that the quality of public

service is not a prelude to the satisfaction levels of the respondents. Empathy on

26
the other hand manifest a low degree of correlation between the quality of public

service and the extent of satisfaction of the clientele. It means that while quality

increases, a decrease in the satisfaction occurs or vice versa. However, it was

seen that quality of public service is antecedent and influences to a certain degree

the satisfaction levels of the respondents.

Nolledo (2005) study stated that a customer oriented company serve to its

best the needs and meet all the expectations of their customers. They offered

quality service. Thus, it is important to set objectives, which would end to an

appropriate strategy. She further said that any plan or strategy no matter how

excellent, will surely fail it not supported by the manpower. A strong human

resource base is a must. Customer will become the company’s lifelong partner

because of the excellent result of the efforts the company placed in delivering good

customer service.

Relevance of Reviewed Literature and Studies to the Present Study

Based on the Reviewed Related literatures presented by the researcher in

relation with the service quality and customer satisfaction shows that there are

several factors affects the satisfaction of customers including assurance empathy,

convenience and public relations. Based from the related materials, many studies

related to client/customer satisfactions were conducted on private sectors to

measure the loyalty and level of expectation of their client on the services or

products that they offered. Only few studies were conducted on government sector

to assess the level of satisfactions of the public being offered by the agencies.

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Chapter III

RESEARCH METHODS

This chapter provides the research method will be used, the population and

the sample size, the sampling technique, the description of the respondents, the

instrumentation, the data-gathering procedure and the statistical treatment of data.

Research Method

The method of researcher used by the researcher is a descriptive type. It

was utilize in this study to gather information on the level of satisfaction of the

clients of PSA Quezon Serbilis Outlet on the copy issuance of civil registry

documents such as certificate of birth, marriage and death as to efficiency and

timeliness. The researcher used this method to described, analyze and interpret

the area in focus of the study which was cited above. It was designed to gather

information about the pre-existing conditions. It also described the nature of the

situation as it is existed at the time of the study and explored the causes of

particular phenomena. The descriptive type method was suitable since it involved

the survey description of facts, condition existing and analysis of data information

gathered.

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Population and Sample Size

Of the average 600 walk-in clients a day of PSA Quezon Serbilis Outlet and

41 Local Government Units, the researcher computed the number of respondents

using the Slovin’s Formula.

To find out what sample of a population of respondents need to take, the

researcher used the Slovin’s Formula. The researcher set the confidence level of

95%.

Slovin’s Formula:

Where:

n = sample respondents

N = total number of respondents

e = margin of error

Applying the Slovin’s Formula, the required number of sample size is 240

walk-in clients and 38 LGUs.

Sampling Technique

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The study will use system random sampling technique. Under this method,

the researcher attempted to acquire a sample that appears to be the representative

of the population. The researcher selected the clients who had the number

multiples of five.

Description of the Respondent

This study will be conducted in the Philippine Statistics Authority – Quezon

Provincial Statistical Office Serbilis Outlet that can be found in Lucena City. Serbilis

Outlet is the area of PSA that is responsible in the copy issuance of civil registration

documents such birth, marriage and death certificates.

In this study, the researcher gathered the data among 240 randomly

selected walk-in clients requesting for the copy issuance of civil registry documents

in the PSA Serbilis Outlet. The researcher also conducted the study among 38

random selected LGUs of Quezon province. LGUs pertains to Local Civil Registry

Offices.

Instrumentation

The researcher used a self-made questionnaire as an instrument in

gathering data. The questionnaire consisted of three parts. The first part of the

questionnaire comprised of questions that would gather the demographic profile of

the respondents. Likewise, the second part composed of questions on the delivery

of services of PSA Quezon Serbilis Outlet as to efficiency and timeliness. This part

was organized as a standard Likert Scale that ranked the responses of the

corresponding question to the level of satisfaction of clients on the copy issuance

of civil registry documents such as certificate of birth, marriage and death. The

30
scale was provided in an ascending manner from 1 - 5 with 1 being strongly

disagree response and 5 being strongly agree. Lastly, the third part is a separate

space provided for the recording of responses regarding the recommendations for

actions should be taken to improve the delivery of services.

Data Gathering Procedure

In the study, the researcher will present the validated instrument to her

adviser and submitted letter of intent to gather data from the respondents to the

director of the university.

Before the administration of the research instrument, the researcher asked

permission from the Provincial Statistics Officer of the Philippine Statistics Authority

Quezon Provincial Statistical Office. The researcher personally went to the

provincial office to explain the purpose and administer the questionnaires to the

employees of PSA Quezon. The study conducted in the month of October 2016.

After giving the respondents enough time to answer the questions, the

researcher collected the questionnaires. The result were organized, analyzed and

computed with the use of appropriate statistical measure and finally interpreted.

In the study, the researcher first asked permission from the Provincial

Statistics Officer of the Philippine Statistics Authority Quezon Provincial Statistical

Office. The researcher also secured the approval of the research adviser and the

respondents to conduct the study. The study conducted in the month of October

2016. The researcher personally went to the CRS Serbilis Outlet and personally

explained to the respondents the purpose of the conduct of the study and

administers the questionnaires to them. The questionnaire was given to those

31
clients who had numbers multiple of 5. After giving the respondents enough time

to answer the questions, the researcher collected the questionnaires. The result

were organized, analyzed and computed with the use of appropriate statistical

measure and finally interpreted.

Statistical Treatment of Data

This study will use data and information gathered from the selected

respondents. To generate analysis, the gathered data will be encoded, checked,

tabulated and interpreted using the following formula:

1. Percentage Method

It was used to describe the frequency of responses with the following

formula:

f
P = x 100%
𝑁

Where:

P= percentage

F= number of responses

N=total number of respondents

2. Weighted Mean

The level of job satisfaction of employees will be assessed into very

satisfied, satisfied, undecided, dissatisfied and very dissatisfied. The

aspects of satisfaction of employees will be evaluated using response

scale to indicate respondent’s degree of agreement or disagreement to a

statement. These were computed using weighted mean formula given

below:

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5𝑓1 + 4𝑓2 + 3𝑓3 + 2𝑓4 + 𝑓5
𝑊𝑀 =
𝐹

Where:

WM = Weighted Mean

Fi = Frequency

F = Total Frequency

Results will be interpreted using the scale below:

SCALE POINTS VERBAL INTERPRETATION


4.20 – 5.00 Very Satisfied
3.40 – 4.19 Satisfied
2.60 – 3.39 Undecided
1.80 – 2.59 Dissatisfied
1.00 – 1. 79 Very Dissatisfied

3. Independent Sample T-test

To test if there is significant difference level of satisfaction of the

clients of PSA Quezon Serbilis Outlet in terms of demographic profiles

such as sex, employment status and residence and the level of

satisfaction of walk-in applicants compared to LGU applicants used

Independent Sample T-test will be used. The formula is defined as follows:

Where:

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𝑡 = 𝑐𝑜𝑚𝑝𝑢𝑡𝑒𝑑 𝑡 − 𝑣𝑎𝑙𝑢𝑒

𝑋𝑖 = 𝑀𝑒𝑎𝑛

𝑠𝑖 = 𝑠𝑡𝑎𝑛𝑑𝑎𝑟𝑑 𝑑𝑒𝑣𝑖𝑎𝑡𝑖𝑜𝑛

𝑠𝑥1−𝑥2 = 𝑠𝑡𝑎𝑛𝑑𝑎𝑟𝑑 𝑑𝑒𝑣𝑖𝑎𝑡𝑖𝑜𝑛 𝑝𝑜𝑜𝑙𝑒𝑑

𝑁𝑖 = 𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑆𝑎𝑚𝑝𝑙𝑒

4. Analysis of Variance

To test if there is significant difference on the level of job satisfaction

of PSA Quezon employees in the merging of four statistical agencies of

when grouped into age, educational attainment, purpose for requesting

civil registry documents, Analysis of Variance will be used. The formula is

defined as follows:

To compute for those statistical treatments, the researcher will use

statistical software, Statistical Packages for Software (SPSS)

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