ACTION RESEARCH

Customer Satisfaction Evaluation and

Improvement through Website and
Reading Manual

ACTION RESEARCH

Group 9
Escalera, Aireen
Fabrigas, Audrey Ram
Macatangay, Donna Elaine
Matala, Hazel
Reyes, Regine
Tiamsim, Edsel
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I. Introduction
Customers have become more demanding and sophisticated in today’s market.
Most of the businesses spend a lot of money and time, trying to understand their
customers’ need and provide them with better services. The number of satisfied
customers is a high priority for every business, and it represents the image or success of
a business. Business plays a major role within the society. It is a creative activity that
continuously contributes to the shaping of the society. By satisfying the needs and wants
people cannot satisfy themselves, businesses improve the quality of life for people and
create a higher standard living. It is a great way for individuals to provide goods and
services to consumers.

Customer satisfaction plays an important role in the total business trend for the
transactions and other business activities. People were considered the other outcomes
of other consumer in determining their own satisfaction with a transaction. Convenience
stores such as Mini Stop and Seven Eleven offer not just delightful products but also
warm services to their customers. All employees of retail firm and all elements of the
retailing mix product services that increase the value of their merchandise. Convenience
stores sell and operate product for 24 hours and 7 days a week. The convenience stores
break the bulk so that customers may enjoy foods and other products in small quantity
anytime and anywhere. Convenience stores are essentially found in residential areas,
they provide limited amount of merchandise at more than average prices with a speedy
checkout. These stores are ideal for emergency and immediate purchases.

In this action research, the proponents would like to help the selected convenience
stores to determine their customers’ satisfaction to fully understand the current trend for
business in terms of the strategy, actions and process and the new approach which is
‘lifetime value’ of customers that includes customer satisfaction and seek to increase it.

In line with one of our objectives to monitor and measure the level of satisfaction of
every customer, we came up with the idea of pursuing a website evaluation that will serve
as basis of customer’s satisfaction. According to blog. hubspot.com, customer satisfaction
is a metric used to quantify the degree to which a customer is happy with a product,
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service or experience. Thus, it is incredibly important to the health of one’s business,
particularly the convenience stores.

This proposed website evaluation survey is also an opportunity for the customers to
express their opinions, and they can present their side of the story freely and w/out being
interrupted. Moreover, this evaluation will not be only a tool of inviting customers to
express their opinion, they are also opportunities to invite customers to learn new
information about convenience stores, such as innovation or changes, and vehicles of
establishing customer’s viewpoint.

In the first place, a customer satisfaction survey is an efficient tool to judge customer
loyalty. When customers point out the products or services they like and dislike, they also
reveal what keeps them and makes them respect customers. Learning the reasons for
customer loyalty or the impediments to loyalty as a secret to a successful business.

In addition, by proposing a reading manual regarding customer satisfaction evaluation,

the proponents aim to benefit the convenience stores owners, and contribute to their
stores performance and progress by raising awareness on how to effectively encourage
customers to patronize their products and services, as well as to humbly manage each
and every concern, and suggestions of the customers.

This manual could be considered a vital component of any convenience stores

because the proponents ensure to provide the owners with a metric that can be used to
measure and improve business performance from a customer perspective, not only is it
a leading indicator of customer repurchase intentions and loyalty, but it is also a great
way to understand if they will become long term repeat customers or even advocates.
With all these considered, customer satisfaction can provide business with crucial
information to understand what aspects are successful and where improvements need to
be made.
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II. Literature Review

The main theories discuss the different reviews of some related literature and
studies that are pertinent to the present study. These related studies and literature
expound some facts and concepts about the customer satisfaction.

1.1 Overview of Customers Satisfaction

Customer satisfaction is the result of the correlation between a customer assumption

and a customer feeling. By way of explanation, customer satisfaction is identified as the
distinction between assumed quality of service and the customer involvement or feelings
after having perceived the service. (Bateson & Hoffman 2010.)

According to Wilson et al., (2008) customer satisfaction has been a subject of great
interest to organizations and researchers alike. The principal objective of organizations
is to maximize profits and to minimize cost. Profit maximization can be achieved through
increase in sales with lesser costs. One of the factors that can help to increase sales is
customer satisfaction, because satisfaction leads to customer loyalty recommendation
and repeat purchase.

As stated by Armano (2009), customers became very vital in business during the
marketing era of the 1950s when companies could produce what they can sell and not
just selling what they can produce as it was during the production era. Since the beginning
of the consumption era in marketing, (business.business-key.com) the focus on
customers/consumers has increased more as the consumption era also shifts to post-
consumption; where organizations are obliged to render more services in addition to what
they provide as offers to their customers.

According to Solomon, (2009) those who buy the goods or services provided by
companies are customers. In other words, a customer is a stakeholder of an organization
who provides payment in exchange for the offer provided to him by the organization with
the aim of fulfilling a need and to maximize satisfaction. Sometimes the term customer
and consumer are confusing. A customer can be a consumer, but a consumer may not
necessarily be a customer. Another author explained this difference. I.e. a customer is
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the person who does the buying of the products and the consumer is the person who
ultimately consumes the product

When a consumer/customer is contented with either the product or services it is

termed satisfaction. Satisfaction can also be a person’s feelings of pleasure or
disappointment that results from comparing a product’s perceived performance or
outcome with their expectations (Kotler & Keller, 2009)

1.2 Importance of Customer Satisfaction

According to ICR (2011), customer satisfaction helps customers to communicate their

needs straight to the sellers. Customer satisfaction is very important because it helps to
learn about the business strengths and weaknesses. Business holders can just know
their strengths and weaknesses and make the progression. Not only this, also customer
satisfaction also helps to appropriate resources for eventual strike or satisfaction.
Furthermore, it supports to show calmness about making better quality of products and
services to both the employees and the customers. It does not help to learn about
strengths and weaknesses but helps it also to persuade competitive strengths and
weaknesses.

Similarly, it helps to benefit more vision into the sources of frustration and areas
desiring progression. At last, customer satisfaction helps to accommodate a system for
informing management of problems or situations requiring actual promotion.

Measuring customer satisfaction could be very difficult at times because it is an

attempt to measure human feelings. It was for this reason that some existing researcher
presented that “the simplest way to know how customers feel, and what they want is to
ask them” this applied to the informal measures (Levy, 2009, p. 6; NBRI, 2009).

In his studies, suggested three ways of measuring customer satisfaction:

• A survey where customer feedback can be transformed into measurable quantitative
data:

• Focus group or informal where discussions orchestrated by a trained moderator reveal

what customers think
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• Informal measures like reading blocs, talking directly to customers.

Quality is one of the things that consumers look for in an offer, which service
happens to be one (Solomon, 2009). Quality can also be defined as the totality of features
and characteristics of a product or services that bear on its ability to satisfy stated or
implied needs

1.3 Managing customer complaints to improve customer satisfaction

According to Barlow & Muller (2008) complaints are comments about assumptions
that have not been come up. They are also, and may be more particularly, probability for
an organization to reconnect with customers by locating a service or product failure. In
such a way, complaints are gift that customers give to business. Thus, customers may
complain that an item they just purchased does not match their demand.

As stated by Dru (2010) it is common for customers to complain about some low-
quality services, when these complaints are maintained adequately the customers will
apperceive the services of the business organization as qualitative. For customers to
have taken their time to complain about some issues concerning their satisfaction, they
commonly have the idea on how to deal with the problems. Thus, the business
organization could ask customers on how they can solve the complaints. This will make
them feel valued and rely on the business more.

The first important points for managing customer complaints is to say, “thank you”
and give the reasons. The business organization always should be aware of that they are
providing effective services to the customers or not. Instead if they are not performing
well then, the customers may become unsatisfied and complain to the organization. The
organization should say thank you to the customers for the complaints. Although most
people or organization do not thank the complainer, it is wise to do so to make the
customers feel better and encouraged to lay complaints whenever deficiency in the
business organization offerings is noticed. Further, the business organization should give
the reason why they said thank you. When this is done the thanks expressed becomes
more meaningful to the customers. (Barlow & Moller, 2008)..
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Empathy is also one of the important steps for managing customer complaints to
improve customer satisfaction. Just communicate to the customers that their complaints
are understood clearly, and they are doing great for telling the complaints which makes
the company solve the problems and improve the service quality. (Dru, 2010).

Mentioning the points above like saying “thank you” and giving the reasons, listening
carefully, apologizing, and showing empathy is not enough to manage the complaints to
improve customer satisfaction. Offering something is also needed for managing
complaints. It means that it is better for the business organizations if you always try to
offer something to a dissatisfied customer. Such as: refunds, a discount on different
items, or replacing it and so on. (Business Blogs Hubs, 2012.)

The action research is anchored on the concept of customers satisfaction.

According to Tam (2004), the concept of customer satisfaction has drawn the attention of
the academics from last several years based on fact that customers are the primary
source of profit for most of the firms operating in the market. Customer satisfaction is
considered a vital component of any business because it provides marketers and
business owners with a metric that can be used to measure and improve business
performance from a customer perspective. On the other hand, is not only way in leading
indicator of consumer repurchase intentions and loyalty, but it is also a great way to
understand if they will become long term customers or even advocates. Additionally, it
can also provide the initial warning signs that a customer is unhappy and potentially at
risk of leaving. Customer satisfaction can provide businesses with crucial information to
understand what aspects are successful and where improvements need to be made.

There are different domains of level of satisfaction. These are the customer service
and design and decoration. Wherein customer service is one of the domains which
measures the satisfaction in terms of the support and assistance that a convenience store
offers to the customers. On the other hand, design and decoration is also one of the
domains in measuring the level of satisfaction of a customer, design and decoration
represents the whole appearance of a convenience store.

With regards to our past research questions, Customer satisfaction plays an

important role in every customer. So, the proponents concluded that the demographic
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profile of the respondents does not affect the typical way of the consumers to buy goods
or avail services in selected convenience stores. It was also concluded that 7 Eleven was
the best choice of the respondents wherein it has a highest total number of frequencies
among other convenience stores in Rosario and Padre Garcia, Batangas. Additionally,
the proponents concluded that the attitude of the staff affects the level of satisfaction of
customers because customers expect a high standard of service and attitude of the staff.
Moreover, a positive attitude in customers is all about remaining calm during interactions,
making every effort to build robust relationships with customers, and ensuring that
customer view the selected convenience stores in Rosario and Padre Garcia, Batangas
as authentic through their demeanor. In this light, the proponents also concluded that the
arrangement of product completely shape the satisfaction of customers in terms of design
and decoration. Hence, the arrangement of product in convenience stores has the power
to influence the buying choices of customers.

III. Methodology and Work Plan

Website surveys are a powerful way to uncover visitors’ insights that can lead to
improved performance. A website survey is a survey that is run on a website to
collect voice of customer feedback from website visitors. Website surveys have the
advantage of getting feedback from visitors to your website who would otherwise remain
anonymous. Because only a small percentage of website visitors ever become your
customers or join your email list, website surveys represent a powerful and effective way
to understand the needs and challenges of your visitors.
Website surveys can be used to improve the conversion rate of a website by
understanding what visitors need in order to feel comfortable making a decision after
viewing the website.
In this light, the proponents have provided the process on how to answer the
evaluation through website survey. The process are as follows:

Step 1: Each convenience store must open the website survey in a browser.

Step 2: After the installation, the evaluation material/laptop/computer will be placed

near the entrance/exit door.
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Step 3: The staff will encourage the customers to answer the evaluation to know their
concerns, complaints and suggestions.

Step 4: The answers will be recorded by the computer itself.

Step 5: The results will be presented to the managers of every convenience stores.

Step 6: The whole organization of the convenience stores will act upon the finding of
the evaluation.

Furthermore, the proponents would also want to propose a reading manual about
customer satisfaction to give the staffs and employees of convenience stores an
awareness and tips on how to encourage more customers to patronize their stores and
products. This project will mainly benefit the convenience stores, for this manual will
contain proven researched theories about customer satisfaction. Lastly, this reading
manual I just like an ordinary book but contains essential contents.

IV. The Context

As this study is pertaining to customer satisfaction, the main action research’s

setting is the convenience store, for the proponents have conducted the majority of the
data collection in those selected stores to gather information that are essential to the
process of the study. To give an illustration about these convenience stores,
a convenience store or convenience shop is a small retail business that stocks a range
of everyday items such as groceries, snack foods, confectionery, soft
drinks, tobacco products, over-the-counter drugs, toiletries, newspapers,
and magazines. In some jurisdictions, convenience stores are licensed to sell alcohol,
typically beer and wine. Such stores may also offer money order and wire
transfer services, along with the use of a fax machine and/or photocopier for a small per-
copy cost. They differ from general stores and village shops in that they are not in
a rural location and are used as a convenient supplement to larger stores.

A convenience store may be part of a gas/petrol station, so customers can

purchase goods conveniently while filling their vehicle with fuel. It may be located
alongside a busy road, in an urban area, near a railway or railroad station, or at another
 ACTION RESEARCH
transport hub. In some countries, convenience stores have long shopping hours, and
some remain open 24 hours. Convenience stores usually charge significantly higher
prices than conventional grocery stores or supermarkets, as these stores order smaller
quantities of inventory at higher per-unit prices from wholesalers. However, convenience
stores make up for this loss by having longer open hours, serving more locations, and
having shorter cashier lines.

In the proponents’ personal experiences entering the convenience stores, several

different persons patronize variety of products that is one of the greatest assets of these
stores. More so, they have also provided a set of tables and chairs for their customers to
occupy while eating, waiting, and staying. At some times, convenience stores also serve
as the meeting place of different individuals.

In addition, the process of the proponents’ action research and project also took
place in other places such as the school, and their own homes as well. The proponents’
classroom also serves as essential place in pursuing the study to ask for consultation and
suggestions. These chosen sites and setting are relevant to the research questions, since
it mainly talks about the convenience stores and the proponents would not be able to
accomplish the study without having to reach the different places.

Furthermore, the proponents are students of Holy Family Academy from the
section of ABM 12 – St. John Paul II. The group is composed of 6 students who are Aireen
Escalera, Audrey Ram Fabrigas, Donna Elaine Macatangay, Hazel Matala, Regine Reyes
and Edsel Tiamsim that are pursuing the action research as part of their requirements in
Research project. As the proponents, the said persons are essential to the
accomplishment of the study, since they are the ones who will take great efforts to do the
necessary process of achieving the desired result.

But, aside from them, the persons involved in the operation of a convenience
stores are also included in the pertinent actors of this research project. Their connection
with the proponents is also essential for the collection of information that is needed to
perform the project. These includes the customers, employees and managers of the
convenience stores.
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V. Data Collection
Research Instrument
To assess the customer satisfaction of customer in selected convenience store,
the proponents used the customer satisfaction evaluation and improvement through
software application as the major instrument for data gathering and an interview to
supplement and strengthen the data obtained from the survey questionnaire in
determining the customer satisfaction in selected convenience stores in Padre Garcia and
Rosario Batangas. The questionnaire and survey questions were chosen due to
feasibility, convenience and speed in terms of gathering information necessary in the
accomplishment of this study.
A. Customer Satisfaction Evaluation and Improvement through Website Survey
The customer satisfaction evaluation and improvement through website survey
was developed through the following process: preliminary survey, revising and
consultation with the professor. The questionnaire had undergone with the process of
validity with five (5) members, those are: Hazel Matala, Regine Reyes, Audrey Ram
Fabrigas, Edsel Tiamsim, Aireen Escalera who are proposing an action research. They
analyzed and scrutinized the validity of instrument. Comments and suggestions of the
professor such as change some words, combine indicators with similar thought, delete
unnecessary words which are not related to the topic and edit some typographical errors.
The revised and final draft of the questionnaire was re-checked and approved by the
adviser before fielding it in the respondents. Then, the questionnaire was utilized to gather
the needed data from the customers of Mini Stop and 7/11 in Rosario and Padre Garcia,
Batangas. The information drawn together was used as the bases for measuring the
customer satisfaction in selected convenience stores.
The questionnaire is recognized as a reliable tool for data gathering purposes.
Hence, the main source of data in this study is the questionnaire considering the need for
information to structure its indicators. The study made use the customer satisfaction
evaluation and improvement through software application for the customers.
A two-part questionnaire was developed based on significant insights related to
the main construct of the study.
Part One of the questionnaire contains items on the demographic profile of the
respondents. This gives important information of the respondents relative to their age,
sex, civil status, educational background, and occupation. It also deals with the preferred
convenience store of the respondents and how often they visit the said store.
Part Two of the survey questionnaire deals with the customer’s knowledge
assessment. It focused on the level of customer satisfaction relative to the two domains
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of customer satisfaction (namely: customer service, design and decoration) the type of
questionnaire used the Likert’s Scale wherein the participants could answer a single
question with four options. The participants put a checkmark on the space that
corresponds to their choice.

Data Gathering Procedure

A. Pre- data gathering Stage

A formal letter asking permission to conduct the proposed action research was
required in Holy Family Academy. Upon the approval of customer satisfaction evaluation
and improvement through software application, a formal letter of communication was
done and presented to the principal of Holy Family Academy to secure and to allow the
proponents in conducting a survey outside the campus.
B. Data Gathering Stage

The proponents administered the questionnaire to the respondents through

software application. After one week, the proponents retrieved and collated all the survey
questionnaires from the customers of Mini Stop and 7/11 in Padre Garcia and Rosario,
Batangas.
During the distribution of questionnaire, the researchers humbly asked the
customers to answer the questionnaire, luckily, they accepted it and answered it
seriously.
C. Post Gathering Stage

After the questionnaire have been retrieved, the data gathered from the responses
of the customers in Mini Stop and 7/11 were statistically treated, interpreted and analyzed.

VI. Data Analysis Procedure

The data obtained in the survey were tallied, tabulated and statistically treated.
The mean scores per category was computed using the IBM SSPS Statistic. In order to
assess the weighted mean of customer satisfaction in selected convenience store in
terms of customer service and design and decoration, the researchers used the formula
(Mean= summation of x/ total number of respondents). Each item was rated by the
researcher as 4- always, 3-often, 2- seldom, 1- never.
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Guide for Interpreting the Customer Satisfaction in Selected Convenience
Store in Rosario and Padre Garcia.

Range Verbal Interpretation

3.50- 4.00 Always

2.50- 3.49 Often

1.50- 2.49 Sometimes

1.00- 1.49 Never

VII. The Findings

This chapter presents the analysis and interpretation of data that were gathered in
this study.
1. Profile of the respondents in terms of:
1.1 Age
Table 1
Age of the Respondents
Profile of Respondents Frequencies Percentage Rank
Age
15-20 years old 85 85% 1
21-25 years old 8 8% 2
26-30 years old 2 2% 4
31-35 years old 3 3% 3
36-40 years old 1 1% 5.5
41-45 years old 1 1% 5.5
Total 100 100% 20

Table 1 shown that the ages between 36-40 years old and 41-45 years old got the
same total frequency of 1 and its percentage is 1%, while 26-30 years old is rank 4 with
a frequency of 2. On the other hand, 31-35 years old is rank 3 with a percentage of 3%
and the age between 21-25 years old is rank 2 with a percentage of 8%. The age between
15-20 years old got the highest total number of frequencies of 85 and its percentage is
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85%. It proves that the ages between 15-20 years old preferred to frequently visit the
selected convenience store like Mini stop and 7/11 in Rosario and Padre Garcia,
Batangas.
1.2 Sex
Table 2
Sex of the Respondents
Profile of Respondents Frequencies Percentage Rank
Sex
Male 51 51% 1
Female 49 49% 2
Total 100 100%

Table 2 shows that it is quite clear that out of the total respondents
investigated for this study. Overwhelming majority of them were males wherein it has a
percentage of 51% while about 49% where found to be females. It proves that most of
the customer of 7 Eleven and Mini stop in Rosario and Padre Garcia mostly of them are
buying in convenience store.

1.3 Marital Status

Table 3
Marital Status of the Respondents

Profile of Respondents Frequencies Percentage Rank

Marital Status
Single 94 94% 1
Marriage 6 6% 2
Total 100 100%

Table 3 shows that the single status got the greatest number of frequencies with a
percentage of 94% while the remaining status was marriage with a percentage of 6%. It
proves that most of the customers in selected convenience stores in Rosario and Padre
Garcia, Batangas were single.
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1.4 Occupation

Table 4
Occupation of the Respondents

Profile of
Respondents Frequencies Percentage Rank
Occupation
Business person 3 3 3
Student 88 88 1
Government
employee 0 0 4
Self-Employed
Graduate 3 3 3
Retired 0 0 4
Employee (Private
Institution) 6 6 2
Total 100 100
Table 4 shows the occupation of the respondents who visits a convenience store.
There are only 3 each customer who visit a convenience store that is a business person
and self- Employed while 6 out of 100 are employees in a private institution. Among all,
88% of the respondents are just students. Neither government employee nor retired
person visits convenience store in Padre Garcia and Rosario Batangas. Based on the
results, we can say that most of the customer of a convenience store was student.

1.5 Convenience Store

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Table 5
Preferred Convenience Store of the Respondents

Profile of Respondents Frequencies Percentage Rank

No. of Visit
Daily 6 6 3
Weekly 34 34 2
Monthly 5 5 4
As Needed 55 55 1
Total 100 100
Table 5 shows that the least visited convenience store was Alfa Mart having a
6% of percentage. On the other hand, 43% of the respondents chose Ministop as their
preferred convenience store. Lastly, 7 Eleven got the highest frequency with 51 out of
100 claims. Therefore, the most prominent convenience store in Padre Garcia and
Rosario Batangas was 7 Eleven.

1.6 Number of Visit

Table 6
No. of Visit of the Respondents

Profile of Respondents Frequencies Percentage Rank

Convenience Store
Mini Stop 43 43 2
7 Eleven 51 51 1
Alfa Mart 6 6 3
Total 100 100
Table 6 contains the data on how frequent that the respondents visit a convenience
store. 5% of the respondents visit the convenience once a month while 34% of them
prefer weekly. 6 out of 100 go in convenience store daily. Lastly, with 55% of the
respondents answer that they visit the convenience store whenever they need it. We can
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conclude that most of the customers of convenience store in Padre Garcia and Rosario
Batangas frequently visit a convenience store to meets their demands.

2. Levels of Customer Satisfaction in terms of:

2.1 Customer Service
Table 7
Levels of Customer Satisfaction in terms of Customer Service
Mean Verbal
Interpretation
Customer Service
1.1 The staff greet the customer with a 2.91 Less satisfied
smile.
1.2 The staffs are readily available to 3.21 Satisfied
answer questions and concerns.
Staffs are courteous and polite. 3.15 Satisfied
Staffs are available to respond to guest 3.20 Satisfied
request.
Staffs have positive attitudes when receives 3.22 Satisfied
feedback from guests.
Average 3.14

This table shows that the customers were satisfied on their preferred convenience
store in terms of customer service. Especially on staff’s positive attitudes towards guest’s
feedback, it was mark with mean 3.22 that is qualitatively often. It was seconded with the
awareness of staff to answer the customer’s questions and concern which have the mean
of 3.21 and means of often. The least rank was the staff’s greeting customer with a smile
with only 2.91 which means that it happens seldomly.
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2.2 Design and Decoration

Table 8
Level of Customer Satisfaction in terms of Design and Decoration
Mean Verbal
Interpretation
Design and Decoration
2.1 The store has appealing decoration. 3.21 Satisfied
2.2 The store is clean. 3.27 Satisfied
2.3 The store has enough space for the customer 3.13 Satisfied
to stay.
2.4 The products are well arranged. 3.42 Satisfied
2.5 In this store it easy to search items. 3.32 Satisfied
Average 3.27

This table shows that the customers were satisfied in terms of design and
decoration. In overall, the design and decoration have the average of 3.27 which means
that the respondents were satisfied in terms of the appealing decoration that convenience
stores have. The arrangement of the product contributes on satisfying customer which
have a mean of 3.42 which means satisfied. It was seconded by the products are well
arranged, in this light it has a mean of 3.32. On the other hand, it is followed by the store
is clean, as the result was implemented it shows that the customers in selected
convenience stores in Rosario and Padre Garcia were satisfied in to their design and
decoration.

IX. Conclusions

Customer satisfaction plays an important role in every customer. So, the

proponents concluded that the demographic profile of the respondents affects the typical
way of the consumers to buy goods or avail services in selected convenience stores in
Rosario and Padre Garcia, Batangas. It was also concluded that 7 Eleven was the best
choice of the respondents wherein it has a highest total number of frequencies among
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other convenience stores in Rosario and Padre Garcia, Batangas. Additionally, the
researchers concluded that the attitude of the staff affects the level of satisfaction of
customers because customers expect a high standard of service and attitude of the staff.
Moreover, a positive attitude in customers is all about remaining calm during interactions,
making every effort to build robust relationships with customers, and ensuring that
customer view the selected convenience stores in Rosario and Padre Garcia, Batangas
as authentic through their demeanor. In this light, the proponents also concluded that the
arrangement of product completely shape the satisfaction of customers in terms of design
and decoration. Hence, the arrangement of product in convenience stores has the power
to influence the buying choices of customers. For these reasons, the proponents have
made a website evaluation and a reading manual to be given to the selected convenience
stores to help them monitor and measure the level of satisfaction of every customer they
have and as well as to have more knowledge about the concerns, complaints and
suggestions of their customers.

In line with this, the successes that the proponents have achieved in carrying out
the action research is the ability to finish this required action research for our own
improvement and experiences. Being able to create our own manual and website
evaluation were also considered as an achievement, fulfillment and success for the
proponents, since they are able to learn and experience another challenge. Through the
action research, the proponents were given the opportunity to exert their own efforts and
knowledge about the given project. They were able to brainstorm such ideas that helped
in executing the project and action research. Moreover, it is also an achievement and a
factor to be proud of by the proponents to be able to help the convenience stores in
measuring the level of satisfaction of their customers. Through the website evaluation
and customer satisfaction manual, the convenience stores got the opportunity to have an
edge over their competitors by knowing their strengths and weaknesses through their
customers perceptions.

On the other hand, there are difficulties that the proponents have encountered in
carrying out the action research. First, creating a personalized website evaluation and a
manual that is already considered as a book with multiple pages is not an easy thing to
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do for ordinary students. Creating such is a time-consuming activity and it takes a lot of
effort and motivation to do so. Second, the proponents have also experienced difficulty in
searching relevant theories and information about their study. Lastly, the proponents have
also encountered the challenge of asking the customers to answer the evaluation inside
the convenience stores, since they tend to ignore the request, for they are not interested
and they do not have time.

From conducting this action research, the proponents have learned most
especially the act of being responsible and patient students. The proponents have learned
to interact with persons outside their learning place resulting more active communication.
In addition, as a result of the action research accomplishment, the proponents have
learned that every customer has different perception, views, needs and wants about a
certain convenience store and they can be encouraged to patronize a product by
improving their customer service and the design and decoration of the stores, since it is
appealing to their eyes and feelings if they can see that the staffs are accommodating
and respectful.

X. Implications

Customer satisfaction is a way to measure the growth of a business. A convenience

store serves as fast serving store for its customers. Customer satisfaction can be
measured through human interaction of staff towards its customers and the physical
appearance of the store in terms of design and decoration.

The questions studied focuses on two main factors that might affect the level of
satisfaction of the customers of different convenience stores that include their human
interaction and design and decoration of the physical store. Moreover, the demographics
of the customers was also studied if it would affect their level of satisfaction. This study is
a quantitative study designed to measure the customer satisfaction in selected
convenience store and soon help on to those involved in this topic. The total sample
comprised of customer of a convenience store within Padre Garcia and Rosario
Batangas. The whole sample consist total of 100 respondents with an equal number of
 ACTION RESEARCH
citizens in Padre Garcia (n=50) and Rosario (n=50). The selected sample provided their
profile and the level of their satisfaction (human interaction, design and decorations) on
their preferred convenience store. We used the survey questionnaires as major
instrument to gathered data from sample. Hence, we have all the data we needed; we
analyzed the data and computed using IBM SSPS Statistics. The study reviewed
literature regarding the concept of Customer Satisfaction and its importance and
managing complaints and its benefits. The obtained result after the analysis of data were
presented as instructed. The research project is limited to the customers of the particular
convenience store only, since they are the ones who patronize the products and
therefore, knowledgeable of how the employees accommodate and interact with them
and also the good ambiance of the selected stores. In the light of the findings and
conclusions of the study, the following are deemed appropriate and merit considerations:

1. The proponents would like to recommend that the employees/staffs/managers of

the convenience stores continually use the website evaluation and reading manual
to consistently monitor and evaluate the level of satisfaction of their customers and
their performance towards the customers.
2. The proponents would like to recommend that the convenience stores’ employees
be aware of the concerns, complaints and suggestions of every customer
patronizing their stores.
3. The proponents also recommend the convenience stores to hire staffs with proper
ethics and a good behavior.
4. The proponents would like to recommend hiring more staff with a positive attitude
that will continually complete the satisfaction of every customers.
5. Lastly, the proponents would like to recommend to continually arrange the product
item very well so that it totally satisfy the needs of every customers, and for those
other convenience stores, the researchers recommend arranging it properly so that
it would be easily for customers to find products.