EMPLOYEE SERVICES: ITS IMPACT TO THE LEVEL OF SATISFACTION

AMONG CUSTOMERS IN UCLM MARITIME CANTEEN

A Research Proposal Presented

To the Senior High School Department

University of Cebu- Lapu-lapu and Mandaue

Researchers:

CUYOS, JANINE D.

DEGUIÑON, ROSGINE

OPALLA, SOFRONIO

PILLAZO, MARIA THERESE

ROSAL, JOYCE

MS. KATHLEEN BURLAS

Research Adviser

2019-2020
 Chapter l

The Problem and Its Scope

INTRODUCTION

Rationale

( 2 s-spaces before the graph )

Statement of the Problem

The main problem of this research is to know the impact of employee’s

services to the level of satisfaction of the customers within the first semester of

the academic year 2019-2020. The result of the study can be used as basis for

the improvement of employee’s services to the customer.

Specifically, the researcher seeks to answer the following questions:

1. What is the relationship between Employee's services and the level of

satisfaction of the customers?

2. What are the effects of a bad quality Employee's services to the level of

satisfaction of the customers?

3. How can the level of satisfaction be affected in terms of

1.1 Good Quality Service

 1.2 Bad Quality Service

4. Based on the study, what are the features and factors that the employees

could adapt and apply in order to improve the level of satisfaction of the

customers?

The following are the Null Hypothesis of the specific questions:

1. There is no significant relationship between the employee services and the

level of satisfaction of the customers.

2. There are no significant effects of a bad quality services of the employees

to the level of satisfaction of the customers.''

3. There are no significant effects of the bad and good quality services in the

level of satisfaction of the customers"

4. There is no significant factor will the employees apply to meet the

satisfaction of the customers.

Theoretical Background

Kano model is a theory that Professor Noriaki Kano and his Tokyo Rika

University peers created in the 1980s. Customer satisfaction model Kano et. Al.

(1996) classifies attributes based on how customer perceive them and their

impact on customer satisfaction. The model is based on three attribute kinds viz.
Basic or anticipated attributes, (2) attributes of performance or speech, and (3)

attributes of surprise and pleasure.

The customer's expressed expectations are the performance or spoken

characteristics. The fundamental or anticipated characteristics are as the

meaning indicates that the fundamental characteristics are not worth

mentioning. The third, the characteristics of surprise and pleasure are those that

go beyond the expectations of the customer.

Kano model measures satisfaction against client perceptions of attribute

performance; grades client demands and determines satisfaction levels. The

fundamental premise behind Kano's technique is that customer satisfaction is not

always proportional to how fully functional the product or service is, or in other

words, greater quality does not necessarily lead to greater satisfaction. Kano

(1984) differentiates in his model between the three kinds of fundamental

demands that affects customer satisfaction.

They are (1) Must be requirements–the customer will be highly unhappy if

these criteria are not met. On the other side, as the customer takes these

demands for granted, their satisfaction will not improve; (2) one-dimensional

requirement–one-dimensional specifications are generally requested by the

customer–the greater the amount of fulfilment, the greater the level of the

satisfaction and vice versa. (3) Attractive requirements–These specifications are

the product / service criteria that have the biggest impact on the customer's
satisfaction with the product in question. The extra characteristics mentioned by

Kano are: indifferent attributes, questionable attributes, and attributes of

reverse.

Employee engagement Theory (HellevigOn, 2012) is a considerable

invention that touches almost all parts of the human resource management

facets we know. If every part of the human resources is not a properly

management, and employees fails to fully engage themselves in their own job. it

will result to mismanagement. The invented employee engagement is built on

the foundation of earlier concepts like job satisfaction, employee commitment

and Organizational Citizenship behavior. Though it is related to enclose these

kind of concepts, employee engagement is wide range. Employee engagement is

a stronger forecast of positive and productive organizational performance and it

has two-way relationship between employer and employee compared to the

three invented concepts which are the: Job satisfaction, employee commitment

and organizational citizenship behavior. So that the engaged employees are

emotionally attached to their organization and highly involved ib their job with a

great enthusiasm and be a productive employees for the good quality services

that they will give.

In a multitude of service industries, including tourism and hospitality, the

SERVQUAL tool has been commonly used. The tool was also used to assess the

performance of hotel employees. Parasuraman et al. (1988) constructed a 22-

item device called SERVQUAL to assess the perception of service quality by

consumers. SERVQUAL deals with many service quality components split into

tangible aspects, reliability, responsiveness, certainty, and empathy.

A number of researchers have applied the SERVQUAL model to measure

the quality of service in the hospitality industry, with modified constructs adapted

to specific situations of hospitality. The most commonly accepted

conceptualization of the notion of customer satisfaction is the theory of

expectancy disconfirmation. The theory was created by Oliver (1980), who

suggested that the level of satisfaction is the outcome of customer satisfaction.

Satisfaction happens when the product or service is better than anticipated. On

the other side, with discontent (adverse disconfirmation) a performance that is

opposite to the anticipated outcomes.

Service quality can be evaluated according to the SERVQUAL model by

defining the gaps between customer expectations of the service to be delivered

and their perceptions of the real service results.

SERVQUAL consists of five service dimensions:

1. Tangibility: relates to the physical features of the service encounter.

2. Reliability: the capacity of the service provider to deliver precise and

reliable services; to perform the right of service continuously.

The physical environment depicted by objects (e.g. interior design) and

topics (e.g. employee appearance).

 3. Responsiveness: the willingness of a company to support its customers

by delivering quick and effective service performance; the readiness of staff to

fix client demands and issues quickly and effectively.

4. Assurance: Various characteristics that provide customers with

confidence (such as employees' polite and trustworthy particular service

understanding of the company).

5. Empathy: the willingness of the delivery company to provide private

assistance to each customer.

Significance of the Study

Employees- The study will greatly benefit the employees for the results of

the research can be used as their guide on what factors and features they should

adopt and apply, to improve the employee services for the customer satisfaction.

Customers - Customers - The study will benefit the customers for an

improved and effective employee quality services can be implement based on the

results of the study.

Researcher - The study will benefit the researchers for them to have a

wider view and knowledge about Quantitative research.

Future Researcher - Future Researcher- The study will benefit the future

researchers for the research can be used as basis for their upcoming researchers
involving employee services and customer satisfaction.

Scope and Delimitation

The research focuses on the effects of employee services to the level of

satisfaction among customers. The study also seeks to know how the good and

bad quality services affects the level of customer satisfaction. The respondents

will be the customers of the Maritime Canteen. Therefore, the study is limiting its

scope within the University of Cebu - Lapulapu and Mandaue Maritime Canteen.

Definition of Terms

( 2 s-spaces before the graph )