POLYTECHNICUNIVERSITY OF THE PHILIPPINES CHAPTER 1 THE PROBLEM AND ITS BACKGROUND Introduction Customer satisfaction plays an important role

in the total business trend for the transaction and other business activities. People consider the other outcomes of other consumer in determining their own satisfaction with a transaction. Companies now recognize that the economy had changed. Nowadays, multitasking individuals increased their expectations and preferences including the product and services that they purchase. Measuring customers satisfaction is relatively fascinating and is one of the newest concepts to many companies which are previously focused on the income statements and balance sheets. Another, increased competition with little product differentiation but has continual sales growth have indicated todays competitors that their focus must change. Customer service is another important factor to be consider, retailers build a sustainable competitive advantage by offering customer service. Convenience stores such as Ministop and Seven Eleven offer not just delightful products but also warm service to their customers. All employees of a retail firm and all elements of the retailing mix provide services that increase the value of their merchandise. Convenience stores sell product 24hours, 7 days a week. The convenience stores break the bulk so that customers may enjoy foods and other products in small quantity anytime anywhere.

POLYTECHNICUNIVERSITY OF THE PHILIPPINES Increasing competition is forcing businesses to pay much more attention to satisfying customers, including providing strong customer service. Successful

recognizing of customer satisfaction is a critical weapon that can bring increased market share and increased profit and even for product and service development. The research problem is designed to provide the researchers with the information on factors that impact the customers acquisition, consumption and disposition of goods, services and ideas. Many of people underestimated the power of feedback, the relationship that when customers rate their satisfaction level as very satisfied, their loyalty is very high. Whenever goods, services, ideas or experiences are transferred from one entity to another, an exchange takes place.

The researchers would like to study customers satisfaction to fully understand the current trend for business in terms of the strategy, actions and processes and the new approach which is the lifetime value of customers that includes customer satisfaction and seek to increase it. The researchers choose convenience stores that exude energy with its modern innovative, warm and pleasantly clean ambience. The corporations unique combo format makes it the only convenience store that serves in-store prepared food product 24/7.It adapts to the needs of the consumers with both creativity and practicality, and continuously introduces new products to supply the changing needs of the market. The researchers aimed to prove that building customer satisfaction and loyalty is the key to profitable business.

POLYTECHNICUNIVERSITY OF THE PHILIPPINES Background of the Study A large factor in determining the like hood of success and profits in an organization is customer satisfaction. When there is customer loyalty, the customer retention rate is high and business result tends to follow. Without the customer, it is impossible for any business to sustain itself and to continue its operations. Achieving desired result is frequently a result of customer actions. Any business without focus on customer satisfaction is at the mercy of the market. Without a loyal customers eventually a competitors will satisfy those desire and your customer retention rate will decrease. Providing the goods and services that the customer wants in the packaging they want in retail outlets which are conveniently to use or consume and well placed. It is clear about customers satisfaction is that customer most likely to appreciate the goods and services that they buy if they are made to feel special. This occurs when they feel that the goods and services that they buy have been specially produced for them or for people like them.The retail changes over time and a smart retailer should work towards making business destination itself. Convenience stores are essentially found in residential areas. They provide limited amount of merchandise at more than average prices with a speedy checkout. The stores are ideal for emergency and immediate purchases,small stores often with the extended hours and some being open 24 hours.

POLYTECHNICUNIVERSITY OF THE PHILIPPINES The researchers chose convenience stores at Santa Rosa, Bayan to conduct their research study. On October 26, 1982, Philippine Seven Corp. (PSC) acquired the license agreement to use the 7-Eleven Convenience Store system in the entire Philippines from Southland Corporation of Dallas, Texas. After a month, PSC was registered with SEC on 29 November 1982. The incorporators were Jose T. Pardo, Vicente T. Paterno and Francisco R. Sibal. The companys chief mission was to introduce an entirely new retailing concept to the Filipino consumers, i.e. operating a chain of 24-hours convenience stores. The first corporate office was located at the ninth floor of the Century Tower building

in Salcedo Village, Makati City. Despite the aggravating political and economic adversities, PSC gamely opened its first 7-Eleven convenience store, located at the corner of EDSA and Kamias Streets in Kamuning, Quezon City, on February 29, 1984. This store proved to be a tough one as it weathered all types of calamities, the EDSA revolution, and coup'd'etats. The second 7-Eleven convenience store was opened at President Ave., BF Homes, Paraaque, which was adjacent to the entrance of a posh subdivision, in April 1984. Having been able to open two stores within the same year, PSC was able to make necessary comparisons in the operations of its stores. It has learned that the primary customers of 7-Eleven stores came from the middle class: the salaried, busy employee who preferred a quick fix, while on his/her way home or to the office.

POLYTECHNICUNIVERSITY OF THE PHILIPPINES Minutestop--A convenience store named by a Californian consultant first introduced the famed retail store as "...a store where everyone stops by for a minute." Later on, the name became MINISTOP-- when the Japanese--owned company decided to make it less of a tongue twister. The company has made its competitive advantage among other convenient stores not only in Japan but in the Philippines as well. Since it opened its doors to the Philippines in December 2000, MINISTOP has always envisioned becoming the leader in the convenience store industry. MINISTOP has made its presence felt by being the community's warmest and friendliest modern combo store. It takes pride in its wide range of quality products, at affordable prices and value-added service. The commitment to a

customer-focused management has given MINISTOP a competitive edge not only in Japan but also in the Philippines. MINISTOP has been continuously expanding to service the Filipino consumer needs. (http://ministopphilippines.

multiply.com/profile)

POLYTECHNICUNIVERSITY OF THE PHILIPPINES Theoretical Framework According to Levy &Weitz (2007) stated from their book entitled Retailing Management that the theory of Martin Fishbein provides a useful way to summarize how customers use the information they have about alternative products, evaluate the alternatives and select the one that best satisfies their needs for developing a retailing strategy . Customers see a retailer, a product, or a service as a collection of attributes or characteristics. People tend to like objects that are associated with good characteristics and dislike objects they believe have bad attributes. Fishbeins theory is designed to predict a customers evaluation of a product, service, or retailer based on its performance on relevant attributes and the importance of those attributes to the customer satisfaction.

According to theory of Abraham Maslow on the Hierarchy of Needs described that you need to motivate customer for them to act. Understanding how buyers satisfy their needs provide guidelines for marketing actions. Consumers attempt to match their needs with the products that satisfy their needs. People have variety of needs including basic physiological needs (food, clothing, shelter); the need for safety (security, stability of life); the need for relationships with other people (family, friendship, work group companion); esteem needs (prestige, respect for others);

POLYTECHNICUNIVERSITY OF THE PHILIPPINES

Self-actualization (self-fulfillment in life or personal growth). (http://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs)

According to McManus & Olson (2008) as stated from the book entitled Consumer behavior and Marketing strategy that views the customer satisfaction as the degree to which a product or services provides a pleasurable level of consumption-related fulfillment. It is the degree to which a products performance exceeds the consumers expectation for it. Customer satisfaction is a critical concept in marketing thought and consumer research. In theory, if consumers are satisfied with a product, services, or brand, they will be more likely to continue to purchase it and tell others about their favorable experience with it. If they are dissatisfied they will more likely switch products or brands and complain to manufacturers, retailers, and other consumers. Disconfirmation refers to the difference between the two: Pre-purchase expectations and the Post-purchase

POLYTECHNICUNIVERSITY OF THE PHILIPPINES perceptions. Pre-purchase expectations are the consumers beliefs about anticipates performance of the product. Post-purchase perceptions are the consumers thoughts about how well the product performed.

Conceptual Framework A conceptual framework is the structure of the research idea and how it is put together. A conceptual framework elaborates the research problem in relation to relevant literature. This part of research may summarize the major dependent and independent variables. The framework may be summarized in a schematic diagram that presents the major variables and their hypothesized relationships. Conceptual frameworks are a type of intermediate theory that attempt to connect to all aspects of inquiry (problem definition, purpose, literature review, methodology, data collection and analysis). It can act like maps that give coherence to empirical inquiry. Because conceptual frameworks are potentially so close to empirical inquiry, they take different forms depending upon the research question or problem.

POLYTECHNICUNIVERSITY OF THE PHILIPPINES

INPUTS
1. Demographic profile of the respondents in terms of the following: 1.1 Age 1.2 Gender 1.3 Occupation 1.4 Income level 2. Level of customer satisfaction according to these factors:

PROCESS

OUTPUT

The Researchers made use of the frequency, percentage, weighted mean and the likert- scale

The Levels of Customer Satisfaction of Convenience Stores at Santa Rosa Bayan as Perceived by their Customers

2.1 Food 2.2 Price 2.3 Service 2.3 Store lay-out

FEEDBACK LOOP

Fig. 1 Conceptual Framework Paradigm

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The input contains the profile of the respondentsof the convenience stores at Santa Rosa Bayan. It includes the demographic profile of the respondents according to age, gender, occupation and income level. The second frame or the process contains the methods and procedures to be used to analyze those variables by making survey questionnaires conducting research and use of statistical tools. The third frame is the output which determined the Levels of Customer satisfaction of convenience stores at Santa Rosa Bayan that will enable them to meet the needs and wants of their customers. The arrows include the work flow of information in the research process. The feedback loop connects the output to the process involved as well as to the input it made the system continuous.

POLYTECHNICUNIVERSITY OF THE PHILIPPINES Statement of the Problem The primary objective of this paper is to determine the levels of customer satisfaction of convenience stores at Santa Rosa Bayan. Here are some questions that will be answered in this research:

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1. What is the demographic profile of the respondents in terms of the following: 1.1 Age 1.2 Gender 1.3 Occupation 1.4 Income level

2. What are the levels of customer satisfaction of convenience stores at Santa Rosa Bayan according to these factors: 2.1 Food 2.2Price 2.3 Service 2.4 Store lay-out

POLYTECHNICUNIVERSITY OF THE PHILIPPINES Significance of the Study

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The main purpose of this research is to determine the Levels of Customer Satisfaction of convenience stores at Santa Rosa Bayan. It will examine the levels of customer satisfaction of the respondents and provides an analysis that will consider the specific factors that serve as basis for formulating solution.

The proposed study serves as reference guide to the researchers in relation to the studies that would be essential in finding information about the levels of customer satisfaction.

Furthermore, it will benefit the convenience stores management on how to understand customers satisfaction in their convenience stores so they can provide a better and improve products for the growing trends. And also to the future entrepreneurs the study might be helpful to create a more convenient product and services that best satisfy customers needs.

POLYTECHNICUNIVERSITY OF THE PHILIPPINES Scope and Delimitation

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This research will covers the topic on being fulfilled along with the given factors related to the customers satisfaction to the following such as product, price, and services towards customers, ambience and store lay-out of convenience stores. The results of the study will be determined a sample customers of convenience stores at Santa Rosa Bayan. Therefore, the results can only be acquired to those who dined in the establishments. However, the result from this study will likely be applicable to certain additional convenience stores, though not for all convenience store. This study is limited since only a descriptive survey research will be conducted to the customers of convenience stores at the said place for a total of one week. In particular, the researchers will take the 50%of its store hours, 24/7. Thus, the results may not represent different time of the year or days of the week. The researchers made questionnaires that will be answered by the respondents who are at the chosen convenience stores in the given time frame.

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Definition of Terms To facilitate a better comprehension of the study, the following terms are operationally defined:

24/7 - 24 hours a day, 7 days a week. (Merriam-Webster's Collegiate Dictionary (11th Ed.). (2005). Springfield, MA: Merriam-Webster.)

Convenience store is a store selling a limited variety of food and pharmaceutical items; open long hours for the convenience of customers. (Essentials of Organizational Behavior. 2000.)

Customer lifetime value is the net present value of the cash flows attributed to the relationship with a customer.(Marketing. 2008)

Customer retention is defined as the activity that a selling organization undertakes in order to reduce customer defections. (Http://En.Wikipedia.Org /Wiki/Customer_Retention)

Customer Satisfaction is the Degree of Satisfaction Provided by the Goods or Services of a Company as Measured by the Number of Repeat Customers (Http://Www.Businessdictionary.Com/Definition/Customer-Satisfaction.Html)

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Disconfirmation is an expression of disagreement from somebody which challenges already-held opinions, values, beliefs etc. (Merriam-Webster's

collegiate dictionary 11th Ed. 2005)

Perception is the process of attaining awareness or understanding of the environment by organizing and interpreting sensory information

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

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CHAPTER 2 REVIEW OF RELATED LITERATURES AND STUDIES

This chapter described the different literature and studies that have direct bearing topic undertaken. The purpose of this chapter is to review related theories, studies, dissertation articles and existing thesis which are necessary to customer satisfaction of convenience stores.

Foreign Literature Everyone knows what satisfaction is, until asked to give a description, then is seems nobody knows. This quote is according to Michael L. Oliver, respected expert, time writer and researcher on the topic of customer satisfaction, expresses the challenge of defining this most basic of customer satisfaction concept. Building from previous definition, Oliver offers his own formal definition: Satisfaction is the consumers fulfillment response. It is a judgment that a product or service feature, or the product or service itself, provides pleasurable level of consumption-related fulfillment.

POLYTECHNICUNIVERSITY OF THE PHILIPPINES As stated from the book of Giese and Cote (2006) entitled Defining

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Customer Satisfaction it is defined as a summary affective response of varying intensity. The exact type of affective response and the level of intensity likely to be experienced must be explicitly defined by a researcher depending on the context of interest with a time-specific point of determination and limited duration. The researcher should select the point of determination most relevant for the research questions and identify the likely duration of the summary response. It is reasonable to expect that consumers may consciously determine their satisfaction response when asked by a researcher; therefore, timing is most critical to ascertain the most accurate, well-formed response directed toward focal aspects of product acquisition and/or consumption. The researcher should identify the focus of interest based on the managerial or research question they face. This may include a broad or narrow range of acquisition or consumption activities/issues. Based from the book of Hill (2007) entitled Customer Satisfaction, he discussed that understanding the difference between customers attitudes and behaviors, and how the relationship between them works, is crucial for managers involved in any aspect of customer management. Whilst it is broadly true to say that satisfied customers will be more loyal than dissatisfied ones, so customer satisfaction must be important, that is almost as simplistic as concluding that customer satisfaction cant be important because some satisfied customers defect. In the real world, there are different levels of customer satisfaction and these can affect companies in widely differing ways. Since these customer behaviors have

POLYTECHNICUNIVERSITY OF THE PHILIPPINES such an obvious direct link with organizations financial performance it has prompted some commentators to question the value of customer satisfaction, using phrases like the satisfaction trap. Some argue that since loyalty has a financial value, companies should focus all their efforts and resources on building customer loyalty. Following the same logic, the fact that satisfaction per se has no financial value would suggest that monitoring it is a pointless waste of resources, customer loyalty being the true measure. The fact that several companies including Xerox, GM and Forum reported that satisfied customers do defect seemed to further devalue the whole concept of customer satisfaction, especially when Frederick Reichheld claimed in Harvard Business Review that 65% to 85% of customers that switched supplier were satisfied with their previous one10. This has prompted other authors to make claims such as one thing is certain: currentcustomer satisfaction measurement systems cannot be used as a reliable predictor ofrepeat purchase or it is impossible to accurately forecast customer retention ratesfrom levels of customer satisfaction

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POLYTECHNICUNIVERSITY OF THE PHILIPPINES Foreign Studies From Shermachs (2005) research study, many organizations agree that customer satisfaction is difficult to measure. There are a number of tests and programs available on the market to help to understand customer satisfaction levels; one of the most popular is a customer satisfaction survey. Unfortunately, many of the customer satisfaction surveys distributed of organization never make it back to the organization and if they do, they are obsolete because the y are outdated and do not represent current customer satisfaction levels. Measuring and understanding customer satisfaction is important however. A study conducted by University of Texas- Austins McComb School of Business, formed that Satisfaction with product or service quality has a strong and positive impact on customer willingness to pay. What many companies are finding is they need a real time feedback control under, allowing customer to communicate to the companies at any time. As a result, customer satisfaction can be evaluated on an ongoing basis rather than at only a specific point in the past.

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According to the research study of J.D Power and Associates (2011) about Retail Banking Satisfaction, customer satisfaction with retail banks increases from 2010, despite decline in satisfaction with fees. According to Michael Beird, a director of banking and services of the said company stated that charging fees and delivering high levels of satisfaction are mutually exclusive. Customers who pay fees and also express high levels of satisfaction are more likely to report

POLYTECHNICUNIVERSITY OF THE PHILIPPINES having the following positive experiences: receiving a thorough needs assessment when opening an account that ensures they are using the right product; engaging in discussion of fees upfront; experiencing better personal interactions with branch and call center staff; having fewer problems; and receiving more effective resolution when problems do occur. An additional driver of improved satisfaction with fees is providing customers with a full menu of products that have tangible value, such as debit cards tied to rewards programs, free online banking and automatic overdraft protection. Being charged a fee does not necessarily have to result in dissatisfaction," said Beird. "Customers who completely understand their bank's fee structure and value the products and services they receive tend to have higher levels of overall satisfaction, despite paying fees."

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As cited from the research of Dobney.com, most customer satisfaction measurement is conducted using a fairly standard 4 or 5 point scales from Very Satisfied, Satisfied, (Neither), Dissatisfied, Very Dissatisfied. Typically satisfaction is reported as the percentage of customers rating you as either Satisfied or Very Satisfied. Unfortunately, this tends to be quite a crude measurement. Most companies will be scoring around 75-85%. Even poorly performing local government can still easily reach 60%. The maximum we have seen is 92%.The difficulty is that within such studies is that year-on-year improvements are very hard to spot. The accuracy of the study often means that changes of 1 or 2% points are within the statistical tolerance of the design and show no real change,

POLYTECHNICUNIVERSITY OF THE PHILIPPINES yet most companies would struggle to see changes beyond 1-2%.You then have the second question, which is if you are at 80%, how do you get to 82%? Some clever statistical techniques might show that improving delivery from 60% to 65% say, would improve satisfaction, but then how do firm measure and improve delivery? For these reasons, the researchers favor using attribute and level style approaches in conjunction with satisfaction measures to get a more actionable set of data, and if pursued fully this leads to techniques such as quality of service review as a mechanism for monitoring customer satisfaction within customer relationships. A second major factor here is that satisfaction questionnaires are really about measuring and controlling for dissatisfaction. If the company has a satisfied customer then the only thing that the organization needs to understand is those customers are happy. Many satisfaction surveys fail customers because the company asks happy customers lots of irrelevant questions. In a good questionnaire, the researcher measure which standard the service reaches and whether the customer is happy with that standard. If the customer is not, then the researchers will analyze the reasons for dissatisfaction. Consequently happy customers have a shorter questionnaire and a better questionnaire experience. (http://www.dobney.com/Research/customer _satisfaction.htm)

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POLYTECHNICUNIVERSITY OF THE PHILIPPINES Local Literature There are inward-oriented actions but may be justified as good for the company in the short-run but may be bad for the business in the long-run because they do not exchange patronage. Ideally, other departments must be educated to the reality that everyone must be also outward-oriented and participants in the marketing efforts. In the implementation of company policies and SOPs, they must be flexible by asking themselves if their actions and decisions in the discharge of their duties will not be at the expense of customer satisfaction. After all, the customers are paying for their convenience producing for end-users. Employees or manufacturing plants and production departments must also be educated to the demands and needs of users. When production workers have clear ideas of what will satisfy the end-users of their products, there is greater motivation and probability for them to comply with the quality standards. Thats why, for instance, some mining firms organize fieldtrips for their workers to plants that utilize their mined ores, such as manufacturer of cars, wire harness, etc. Actually seeing the ores they produce utilized to produce high value products also enhances the workers evaluation of their outputs in the mines. Customers may even associate the quality of the companys products with the behavior in public of the companys employees. (Sanchez, Ambrose G. The Lust I Everybodys Business. Cebu Daily News July 2007.)

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POLYTECHNICUNIVERSITY OF THE PHILIPPINES According to the book of Tongo-Mosura and Crisostomo (2008), entitled Marketing, market success happens when marketers exceed the value offered by competitors. The customers will decide what products they will buy based on judgments about the values offered by several different suppliers. After buying the product, customer satisfaction depends on whether its perceived performance matches or exceeds expectations. Customers form expectations through discussion with other people, after buying a product, as well as the suppliers marketing activities. One caution to companies is to avoid setting very high customer expectations through exaggerated promotional claims. When

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performance of the product or service falls short of expectations, this can lead to dissatisfaction. Therefore, the expected sales do not happen. Because todays competition is too intense, it is not enough to match performance and expectations. Companies need to exceed expectations for commercial success to follow. When expectations are met, customers are delighted with the result. The concept of customer satisfaction helps to separate characteristics that cause dissatisfaction, satisfactions are delight.

As cited from Entrepreneur Magazine, written by Ampy Rio (2007). He cited that marketing is about creating consumer relevant brand values that will satisfy specific market needs. Its about building product awareness, influencing consumers preferences and purchase considerations, and making the consumers repeatedly avail/purchase the marketers offering. He also mentioned that every consumer is, of course unique. Each has needs that are different from others, so it

POLYTECHNICUNIVERSITY OF THE PHILIPPINES would be unwise to custom-fit a product or service offering to a single individual. For same reason, it would be impractical to expect the needs of all consumers to be satisfied by a single product or service offering. Thus, the most cost-effective, practical way to market a product is to target a specific group of customers and consumers with largely similar needs.

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Local Studies

According to Basbas, Marlyn and Cadag, Adam Carl(2008) research study entitled Customer Satisfaction that Affects the Success of the Business in the City of Santa Rosa, Laguna, they comply with the conclusion about (1)Satisfaction of Customer, that customer will be satisfied depend on the quality of the product, presentation and taste of the product or food. (2)Beneficiaries of the customer satisfaction, the owner of the business or the manager and the employees or personnel can gain benefits if the customers are satisfied with the products or services. (3) Things that can satisfy the customer want. The services can satisfy the customer even the location just by having a good one. The price of the product can also affect the satisfaction of the customers presentation and effects.

Based from the study of Talavera (2005), Measuring Supply Chain Performance in Selected Philippine Manufacturing Companies, Talavera cited that Eng (2005) reported that a cross functional orientation in SCM has positive effects on customer satisfaction and supply chain responsiveness in terms of improved

POLYTECHNICUNIVERSITY OF THE PHILIPPINES efficiency among different functions in the supply chain. A good experience in information technology was also found to have a positive effect on the firms ability to enhance customer satisfaction and supply chain responsiveness. Gimenez and Ventura (2005) presented the effects of internal and external integration on operational performance (measured in terms of reduction in costs, stock outs and lead times). They highlighted that internal integration in the logistics-production and logistics-marketing interface had no significant effects on performance. On the other hand, they observed that external integration (e.g., information sharing, joint planning, teamwork, and joint decisions on cost reduction activities) led to reductions in costs, stock outs and lead times.

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According to the survey report of Toyota Motor Philippines (2010), clients are getting the most satisfying after-sales service among new-vehicle owners in the country, J.D. Power Asia Pacific's 2010 Customer Service Index (CSI) study showed. Toyota ranked best in vehicle pickup, service quality and service facility in the J.D. Power study which also measures service initiation and service advisor. "Customer service performance is reported as an index score based on a 1,000-point scale," J.D. Power said in a statement. "Toyota ranks highest, achieving an overall score of 805." Toyota, the leading brand in the Philippines in terms of sales, is the only brand that ranked above the industry average of 795 points. It is followed by Ford, Kia, Honda and Isuzu. J.D. Power noted that Isuzuposted the biggest improvement in customer service performance with a

POLYTECHNICUNIVERSITY OF THE PHILIPPINES score of 791 in 2010 from 764 last year. The J.D. Power CSI study in the Philippines measures the satisfaction level vehicle owners get when they visit an authorized dealer or service center for maintenance or repair within the first two years of car ownership. The 2010 CSI survey had 1,612 respondents who bought their vehicles from January 2008 to March 2009 and had their cars serviced between July 2009 and March 2010.

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Synthesis and its Relevance to the Present Studies Tongo-Mosura and Crisostomo said that market success happens when marketers exceed the value offered by competitors. The customers will decide what products they will buy based on judgments about the values offered by several different suppliers. After buying the product, customer satisfaction depends on whether its perceived performance matches or exceeds expectations. According to the conclusion of Basbas, Marlyn and Cadag, Adam Carl, that the customer will be satisfied if the quality of the product, presentation and taste is good. The owner of the business and the employees or personnel can gain benefits if the customers are satisfied with the product or services, by having a good location and a set of right price for a product, it could affect the satisfaction of a customer. As cited from online research conducted of Dobney.com, most customer satisfaction measurement is conducted using a fairly standard 4 or 5 point scales from Very Satisfied, Satisfied, (Neither), Dissatisfied, Very

Dissatisfied. The present study concludes that a large factor in determining the

POLYTECHNICUNIVERSITY OF THE PHILIPPINES likelihood of success and profits in an organization is customer satisfaction. There are number of tests and programs available on the market to help to understand customer satisfaction levels; one of the most popular is a customer satisfaction survey. The current study might use the said measurement in conducting a survey in the research. It will be helpful to the researchers and will benefit the company in many ways. Assessing customers satisfaction is one way to assess customer needs and wants as well as to the necessary improvement a firm might implement. A company needs to reach out on customers feedback regarding with the possible changes. Conducting a research study helps the researchers to understand how to measure customers satisfaction and also gave intellectual ideas for future plans of establishing and managing a business.

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POLYTECHNICUNIVERSITY OF THE PHILIPPINES CHAPTER 3 Research Methodology This chapter confers the methodological procedures that have been chosen to manage the problem that were cited. It explains how the instruments used for data collection were constructed. It also embodies the requisite details to generate the study such as method of research used, respondents, data gathering, statistical treatment, and sampling procedures.

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Method of Research Used The researchers used a descriptive survey research in the study. According to Gay (2005), descriptive research is concerned with the description of data and characteristics about a population. The goal is the acquisition of factual, accurate and systematic data that can be used in averages, frequencies and similar statistical calculations. It is designed for the investigator to gather information about presenting existing conditions. It describes the nature of situation as it exists at the time of the study and to explore the causes of particular phenomena. It involves the collection of attain order to test hypothesis or to answer questions concerning the current status of the subject of the study.

POLYTECHNICUNIVERSITY OF THE PHILIPPINES Population and Sample Size There were 975 people involves in the study .There were 805 students, 137 transient, and 33 other type of customers. After applying the Slovens formula the researchers arrived into 283 total numbers of respondents. To determine the sample size of the total population the used was: Slovens formula: N n= 1+ Ne2 Where: n = no. of sample (no. of observation) N = Total population e = error significance (5 % error)

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

975 1+ 2.4375

975 n= 1+ 975(.0025)

n = 283

POLYTECHNICUNIVERSITY OF THE PHILIPPINES Description of Respondents

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The researchers only distributed its questionnaire to the customers of convenience stores at Santa Rosa Bayan. The respondents are asked to answer the questionnaires honestly based on their assessment in the customers satisfaction of the convenience stores. The respondents easily filled out the questionnaires for the researchers easily retrieval. Table 1 Demographic Profile of Respondents in Terms of Age Age 13 22 yrs. old 23 31 yrs. old 32 41 yrs. old 42 yrs. old above Total Frequency 384 98 51 33 566 Percentage (%) 67.84% 17.31% 9.01% 5.83% 100%

This table shows that out of five hundred sixty six (566) respondents, three hundred eighty four (384) respondents got the highest percentage of sixty seven point eighty four point percent (67.84%) from ages thirteen to twenty two (13-22) years old, followed by ages twenty three to thirty one (23-31) years old with ninety eight (98) or seventeen point thirty one percent (17.31%) next is fifty one (51) or nine point zero one percent (9.01%) while there were thirty three (33) respondents with a lowest percentage of five point eighty three percent (5.83%), from ages forty two years old and above (42 yrs. old above).

POLYTECHNICUNIVERSITY OF THE PHILIPPINES Table 2 Demographic Profile of the Respondents in Terms of Gender Gender Male Female Total Frequency 266 300 566 Percentage (%) 47.00% 53.00% 100

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The above table displays that out of five hundred sixty six (566) respondents, two hundred sixty six (266) with a percentage of forty seven percent (47.00%) were male and three hundred (300) and fifty three percent (53.00%) were female.

Table 3 Demographic Profile of the Respondents in Terms of Occupation Occupation Office worker Teacher Factory worker Student Businessman Other Total Frequency 105 29 25 326 32 49 566 Percentage (%) 18.55% 5.12% 4.42% 57.60% 5.65% 8.66% 100%

This diagram presents that out of five hundred sixty six (566) respondents, three hundred twenty six (326) or fifty seven point sixty percent (57.60%) who got the highest percentage were student, while twenty five (25) or four point forty two percent (4.42%) who got the lowest percentage were factory worker.

POLYTECHNICUNIVERSITY OF THE PHILIPPINES Table 4 Demographic Profile of the Respondents in Terms of Income Level

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Income Level Php5,000-below Php5,001-Php 15,000 Php15,001-Php 25,000 Php25,001- above Average

Frequency 349 155 40 22 566

Percentage (%) 61.66% 27.39% 28.27% 3.89% 100%

The table reveals that out of five hundred sixty six (566) respondents three hundred forty nine (349) respondents got the highest percentage of sixty one point sixty six percent (61.66%), whose monthly income is ranging from five thousand pesos and below (Php5, 000-below), while twenty two (22) respondents got the lowest percentage of three point eighty nine percent (3.89%), whose monthly income is from twenty five thousand and one and above (Php25, 001-above).

POLYTECHNICUNIVERSITY OF THE PHILIPPINES Instrument Used

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The researchers made use of an accidental sampling under non-probability sampling as it sampling procedure, where in the researcher were able to distribute questionnaires to 283 respondent customers in the span of survey time. The survey questionnaire was used as research instrument. The questionnaire was actually divided into two major parts. The first part was on demographic profile, which includes the age, gender, occupation and income level. The second part was question related to the Levels of Customer Satisfaction of Convenience Stores Santa Rosa Bayan. The researcher applied the likert scales, Strongly Satisfied, Satisfied, Moderately Satisfied, Dissatisfied, and Strongly Dissatisfied. The respondents were asked to check from among the listed option which they see fit to describe their preference for each of the statement given. The following procedures have been used: Weighted Mean 4.20- 5.00 3.40- 4.19 2.60- 3.39 1.80 - 2.59 1.00 1.79 Verbal Interpretation Strongly Satisfied Satisfied Moderately Satisfied Dissatisfied Strongly Dissatisfied

POLYTECHNICUNIVERSITY OF THE PHILIPPINES Sampling Procedure The researcher used the following gathering procedure for the study. First, they had gone in observing convenience stores at Santa Rosa Bayan and its customers. Then the group had proceeded with two parts, survey questionnaire that is focused on the levels of customers satisfaction in convenience stores at Santa Rosa Bayan. This primary data were gathered by means of visiting the store using survey questionnaire to its customers. The researcher also need the secondary source of data coming from different books, published materials and online sources related to The Levels Of Customer Satisfaction of Convenience Stores in Santa Rosa Bayan.

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Statistical Treatment of Data The Researchers used statistics as the basic tools of measurement research, in order to analyze the data gathered by the researchers. The Tabulated frequency distribution is appropriate for the analysis. The answers in the questionnaire which are in the likert- scale style were tabulated and analyzed by the used theory given. The proponent made use of the frequency and percentage, the weighted mean and lastly the likert- scale. Likert- Scale is the descriptive rating for a given weighted mean. Frequency is defined as the total number of the respondents who favored for that item over the other item while on the other hand percentage of a given item is

POLYTECHNICUNIVERSITY OF THE PHILIPPINES computed survey. This is a useful indicator of finding the most and at the same time the least favored of the respondents in the group. Percentage distribution it is a measure of ratio of the number of frequency to the number of population in term of percentage. Percentage Formula: P= f x 100 n

35

Where: P- Percentage f- Frequency n- Number total sample

Weighted Mean Formula: fx WM= n Where: f- Frequency n- Number of samples w- Weight factor

POLYTECHNICUNIVERSITY OF THE PHILIPPINES CHAPTER 4 PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA This chapter presents the data collected by the methods described in chapter III. The researchers employed the questionnaire to collect the data.

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Table 5 The Level of Customer Satisfaction of Convenience Stores Santa Rosa Bayan in terms of Food
Store A FOOD 5(SS) 4(S) 3(MS) 2(DS) 1(SD)
Weighted Mean Verbal Interpretation

1.There are different

variants to choose from

94 63 64 62

104 104 117 120

82 95 91 87

1 17 9 10

2 4 2 4

4.01 3.71 3.81 3.80 3.83

Satisfied

2.The food offered are

always hot
Satisfied

3.The food
presentation is eye catching 4. The food offered meet the projected taste
Satisfied

Satisfied

General weighted mean

Satisfied

POLYTECHNICUNIVERSITY OF THE PHILIPPINES The table shows that in Store A item number 1 There are different variants to choose from got the highest weighted mean of four point zero one (4.01) with the verbal interpretation of Satisfied, followed by item number 3 The food presentation is always catching with the weighted mean of tree point eighty-one (3.81) with the verbal interpretation of Satisfied and the by item number 4, The food offered meet the projected taste having weighted mean of three point eighty (3.80) with verbal interpretation of Satisfied. Then lastly item number 2 The food is always hot with the weighted mean of three point seventy-one (3.71) with a verbal interpretation of Satisfied. And an average weighted mean of three point eighty-three (3.83) with the verbal interpretation of Satisfied. According to Shermachs (2005) research study, many organizations agree that customer satisfaction is difficult to measure. There are a number of tests and programs available on the market to help to understand customer satisfaction levels; one of the most popular is a customer satisfaction survey. Unfortunately, many of the customer satisfaction surveys distributed of organization never make it back to the organization and if they do, they are obsolete because the y are outdated and do not represent current customer satisfaction levels.

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POLYTECHNICUNIVERSITY OF THE PHILIPPINES Table 5.1 The Level of Customer Satisfaction of Convenience Stores Santa Rosa Bayan in terms of Food
Store B FOOD 5(SS) 4(S) 3(MS) 2(DS) 1(SD)
Weighted Mean Verbal Interpretation

38

1.There are different

variants to choose from

126 81 70 153

108 135 154 77

41 63 56 47

6 3 2 5

2 1 1 1

4.24 4.03 4.02 4.33 4.16

Satisfied

2.The food offered are

always hot
Satisfied

3.The food presentation is

eye catching
Satisfied

4. The food offered meet

the projected taste
Satisfied

General weighted mean

Satisfied

The above table presents that in Store B item number 4 The food offered meet the projected taste got the highest weighted mean of four point thirty-three (4.33) with verbal interpretation of Strongly Satisfied, followed by item number 1, The are different variants to choose from having weighted mean of four point twenty four (4.24) with a verbal interpretation of Strongly Satisfied. Then followed by item number 2 The food is always hot with weighted mean of four point zero three (4.03) with the verbal interpretation of Satisfied. And lastly, items number 3 The food presentation is eye catching with the lowest weighted mean of four point

POLYTECHNICUNIVERSITY OF THE PHILIPPINES zero two (4.02) with a verbal interpretation of Satisfied, and a general weighted mean of three point fifty-two (3.52) with a verbal interpretation of Satisfied.

39

According to the research study of J.D Power and Associates (2011) about Retail Banking Satisfaction, customer satisfaction with retail banks increases from 2010, despite decline in satisfaction with fees. According to Michael Beird, a director of banking and services of the said company stated that charging fees and delivering high levels of satisfaction are mutually exclusive. Customers who pay fees and also express high levels of satisfaction are more likely to report having the following positive experiences: receiving a thorough needs assessment when opening an account that ensures they are using the right product; engaging in discussion of fees upfront; experiencing better personal interactions with branch and call center staff; having fewer problems; and receiving more effective resolution when problems do occur.

POLYTECHNICUNIVERSITY OF THE PHILIPPINES Table 6 The Level of Customer Satisfaction of Convenience Stores Santa Rosa Bayan in terms of Price
Store A PRICE 1.The price offered by the convenience store is noticeable to customers 5(SS) 4(S) 3(MS) 2(DS) 1(SD)
Weighted Mean Verbal Interpretation

40

65 41

97 117

93 100

25 21

3 4

3.70 3.59

Satisfied

2. The price offered by the

convenience store meets the expected quantity of the food availed.
Moderately satisfied

3. The price can be

obtained anytime

44 52

136 123

82 87

18 18

3 3

3.71 3.72 3.68

Moderately satisfied Moderately satisfied Satisfied

4. The convenience store

set prices in relation to its competitors

General weighted mean

This table presents that in Store A item number 4 The convenience store set prices in relation to its competitors got the highest weighted mean of three point seventy-two (3.72) with a verbal interpretation of Satisfied, followed by item number 3 The price can be obtained anytime got a weighted mean of three point seventy-one (3.71) with verbal interpretation of Satisfied. Then third is item number 1 The price offered by the convenience store is noticeable to customers having weighted mean of three point forty-seventy (3.70) with verbal interpretation of Satisfied, lastly item number 2 The price offered by the convenience store meets the expected quantity of the food availed. having three point fifty-nine (3.59) with verbal interpretation of Moderately Satisfied, and a general weighted mean of three point sixty-eight (3.68) with a verbal interpretation of Satisfied.

POLYTECHNICUNIVERSITY OF THE PHILIPPINES As cited from the research of Dobney.com, most customer satisfaction measurement is conducted using a fairly standard 4 or 5 point scales from Very Satisfied, Satisfied, (Neither), Dissatisfied, Very Dissatisfied. Typically satisfaction is reported as the percentage of customers rating you as either Satisfied or Very Satisfied. Table 6.1 The Level of Customer Satisfaction of Convenience Stores Santa Rosa Bayan in terms of Price
Store B PRICE 1.The price offered by the convenience store is noticeable to customers 5(SS) 4(S) 3(MS) 2(DS) 1(SD)
Weighted Mean Verbal Interpretation

41

45 26

114 73

87 166

30 16

7 2

3.56 3.37

Satisfied

2. The price offered by the

convenience store meets the expected quantity of the food availed.
Moderately satisfied

3. The price can be obtained

anytime

25 35

79 61

135 142

38 36

6 9

3.28 3.27 3.37

Moderately satisfied Moderately satisfied Satisfied

4. The convenience store

set prices in relation to its competitors

General weighted mean

In Store B item number 1 The price offered by the convenience store is noticeable to customers got the highest weighted mean of three point fifty-six (3.56) with a verbal interpretation of Satisfied, followed by item number 2 The price offered by the convenience store meets the expected quantity of the food

POLYTECHNICUNIVERSITY OF THE PHILIPPINES availed. with a weighted mean of three point thirty-seven (3.37) with verbal interpretation of Moderately Satisfied. Then third is item number 3 The price can be obtained anytime having weighted mean of three point twenty-eight (3.28) with verbal interpretation of Moderately Satisfied, lastly item number 4 The convenience store set prices in relation to its competitors having a weighted mean of three point twenty-seven (3.27) with verbal interpretation of Moderately Satisfied, and a general weighted mean of three point thirty-seven (3.37) with a verbal interpretation of Moderately Satisfied. According to the book of Tongo-Mosura and Crisostomo (2008), entitled Marketing, market success happens when marketers exceed the value offered by competitors. The customers will decide what products they will buy based on judgments about the values offered by several different suppliers. After buying the product, customer satisfaction depends on whether its perceived performance matches or exceeds expectations. Customers form expectations through discussion with other people, after buying a product, as well as the suppliers marketing activities. One caution to companies is to avoid setting very high customer expectations through exaggerated promotional claims.

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POLYTECHNICUNIVERSITY OF THE PHILIPPINES

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Table 7 The Level of Customer Satisfaction of Convenience Stores Santa Rosa Bayan in terms of Service
Store A SERVICE 5(SS) 4(S) 3(MS) 2(DS) 1(SD)
Weighted Mean Verbal Interpretation

1.The cashier show politeness

in every customers

117 52

75 92

60 72

16 46

15 21

3.93 3.38

Satisfied

2. The security guard

expresses gratitude to every customer as they visit and leave the store.
Moderately satisfied

3. The service crews are

approachable whenever you need them

93

95

78

14

3.92

Satisfied

4. The convenience store

makes the customer feel comfortable and at ease within the store

86

88

81

22

3.80

Satisfied

General weighted mean

3.76

Satisfied

The table reveals that in Store A item number 1 The cashier show politeness in every customer got the highest weighted mean of three point ninetythree (3.93) with the verbal interpretation of Satisfied, followed by item number 3 The service crews are approachable whenever you need them with a weighted mean of three point ninety-two (3.92) with the verbal interpretation of Satisfied and third is the item number 4 The convenience store makes the customer feel comfortable and at ease within the store got the weighted mean of three point

POLYTECHNICUNIVERSITY OF THE PHILIPPINES eighty (3.80) with the verbal interpretation of Satisfied and lastly item number 2 The security guard expresses gratitude to every customer as they visit and leave the store. got the lowest weighted mean of three point thirty-eight (3.38) with the verbal interpretation of Moderately Satisfied. And a general weighted mean of three point seventy-six (3.76) with the verbal interpretation of Satisfied.

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As cited from Entrepreneur Magazine, written by Ampy Rio (2007). He cited that marketing is about creating consumer relevant brand values that will satisfy specific market needs. Its about building product awareness, influencing consumers preferences and purchase considerations, and making the consumers repeatedly avail/purchase the marketers offering. He also mentioned that every consumer is, of course unique. Each has needs that are different from others, so it would be unwise to custom-fit a product or service offering to a single individual. For same reason, it would be impractical to expect the needs of all consumers to be satisfied by a single product or service offering. Thus, the most cost-effective, practical way to market a product is to target a specific group of customers and consumers with largely similar needs.

POLYTECHNICUNIVERSITY OF THE PHILIPPINES Table 7.1 The Level of Customer Satisfaction of Convenience Stores Santa Rosa Bayan in terms of Service
Store B SERVICE 5(SS) 4(S) 3(MS) 2(DS) 1(SD)
Weighted Mean Verbal Interpretation

45

1.The cashier show

politeness in every customers

78 37

62 64

93 116

32 42

18 24

3.54 3.16

Satisfied

2. The security guard

expresses gratitude to every customer as they visit and leave the store.
Moderately satisfied

3. The service crews are

approachable whenever you need them

93

52

125

10

3.78

Satisfied

4. The convenience store

makes the customer feel comfortable and at ease within the store

32

156

85

3.74

Satisfied

Average weighted mean

3.56

Satisfied

In Store B item number 3 The service crews are approachable whenever you need them got the highest weighted mean of three point seventyeight (3.78) with the verbal interpretation of Satisfied, followed by item number 4 The convenience store makes the customer feel comfortable and at ease within the store with a weighted mean of three point seventy-four (3.74) with the verbal interpretation of Satisfied and third is the item number 1 The cashier show politeness in every customer got the weighted mean of three point fifty-four (3.54) with the verbal interpretation of Satisfied and lastly item number 2 The security

POLYTECHNICUNIVERSITY OF THE PHILIPPINES guard expresses gratitude to every customer as they visit and leave the store. got the lowest weighted mean of three point sixteen (3.16) with the verbal interpretation of Moderately Satisfied. And a general weighted mean of three point sixty-six (3.66) with the verbal interpretation of Satisfied. According to Basbas, Marlyn and Cadag, Adam Carl(2008) research study entitled Customer Satisfaction that Affects the Success of the Business in the City of Santa Rosa, Laguna, they comply with the conclusion about (1)Satisfaction of Customer, that customer will be satisfied depend on the quality of the product, presentation and taste of the product or food. (2)Beneficiaries of the customer satisfaction, the owner of the business or the manager and the employees or personnel can gain benefits if the customers are satisfied with the products or services. (3) Things that can satisfy the customer want. The services can satisfy the customer even the location just by having a good one. The price of the product can also affect the satisfaction of the customers presentation and effects.

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POLYTECHNICUNIVERSITY OF THE PHILIPPINES

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Table 8 The Level of Customer Satisfaction of Convenience Stores at Santa Rosa Bayan in terms of Store Lay-out

Store A STORE LAY-OUT 1.The convenience store is accessible

5(SS)

4(S)

3(MS)

2(DS)

1(SD)

Weighted Mean

Verbal Interpretation

98 57 75

83 105 106

94 81 78

5 36 21

3 4 3

3.95 3.61 3.82

Satisfied

2. The convenience store has

wider space for a large number of customers 3. The convenience store position of a station (e.g. counter, dining) is placed accordingly 4. The distance of each table is enough to give way to other customer
Satisfied

Satisfied

64

95

89

33

3.65 3.76

Satisfied

General weighted mean

Satisfied

This table presents that in Store A item number 1 The convenience store is accessible got the highest weighted mean of three point ninety-five (3.95) with a verbal interpretation Satisfied, followed by item number 3 The convenience store position of a station (e.g. counter, dining) is placed accordingly with a weighed mean of three point eighty-two (3.82) with a verbal interpretation of Satisfied. And third is number 4 The distance of each table is enough to give way to other customer got a weighted mean of three point sixty-five (3.65) with the verbal interpretation of Satisfied, and lastly number 2 The convenience store has wider

POLYTECHNICUNIVERSITY OF THE PHILIPPINES space for a large number of customers got the lowest weighted mean of three point sixty-one (3.61) with a verbal interpretation of Satisfied, and a general weighted mean of three point seventy-six (3.76) with a verbal interpretation of Satisfied. Based from the study of Talavera (2005), Measuring Supply Chain Performance in Selected Philippine Manufacturing Companies, Talavera cited that Eng (2005) reported that a cross functional orientation in SCM has positive effects on customer satisfaction and supply chain responsiveness in terms of improved efficiency among different functions in the supply chain. A good experience in information technology was also found to have a positive effect on the firms ability to enhance customer satisfaction and supply chain responsiveness. Gimenez and Ventura (2005) presented the effects of internal and external integration on operational performance (measured in terms of reduction in costs, stock outs and lead times). They highlighted that internal integration in the logistics-production and logistics-marketing interface had no significant effects on performance. On the other hand, they observed that external integration (e.g., information sharing, joint planning, teamwork, and joint decisions on cost reduction activities) led to reductions in costs, stock outs and lead times.

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POLYTECHNICUNIVERSITY OF THE PHILIPPINES Table 8.1 The Level of Customer Satisfaction of Convenience Stores at Santa Rosa Bayan in terms of Store Lay-out
Store B STORE LAY-OUT 1.The convenience store is accessible 5(SS) 4(S) 3(MS) 2(DS) 1(SD)
Weighted Mean Verbal Interpretation

49

114 51 27

82 121 132

63 104 114

19 6 8

5 1 2

3.99 3.75 3.63

Satisfied

2. The convenience store

has wider space for a large number of customers 3. The convenience store position of a station (e.g. counter, dining) is placed accordingly 4. The distance of each table is enough to give way to other customer
Satisfied

Satisfied

63

114

94

11

3.80 3.79

Satisfied

General weighted mean

Satisfied

This table shows that in Store B item number 1 The convenience store is accessible got the highest weighted mean of three point ninety-nine (3.99) with a verbal interpretation Satisfied, followed by item number 4 The distance of each table is enough to give way to other customer with a weighted mean of three point eighty (3.80) with a verbal interpretation of Satisfied. And third is number 2 The convenience store has wider space for a large number of customers got a weighted mean of three point seventy-five (3.75) with the verbal interpretation of Satisfied, and lastly number 3 The convenience store position of a station (e.g. counter, dining) is placed accordingly got the lowest weighted mean of three point

POLYTECHNICUNIVERSITY OF THE PHILIPPINES sixty-three (3.63) with a verbal interpretation of Satisfied, and a general weighted mean of three point seventy-eight (3.78) with a verbal interpretation of Satisfied.

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According to the survey report of Toyota Motor Philippines (2010). "Customer service performance is reported as an index score based on a 1,000-point scale," J.D. Power said in a statement. "Toyota ranks highest, achieving an overall score of 805." Toyota, the leading brand in the Philippines in terms of sales, is the only brand that ranked above the industry average of 795 points. It is followed by Ford, Kia, Honda and Isuzu. J.D. Power noted that Isuzuposted the biggest improvement in customer service performance with a score of 791 in 2010 from 764 last year. The J.D. Power CSI study in the Philippines measures the satisfaction level vehicle owners get when they visit an authorized dealer or service center for maintenance or repair within the first two years of car ownership. The 2010 CSI survey had 1,612 respondents who bought their vehicles from January 2008 to March 2009 and had their cars serviced between July 2009 and March 2010.

POLYTECHNICUNIVERSITY OF THE PHILIPPINES Table 9 The Level of Customer Satisfaction of Convenience Stores at Santa Rosa Bayan in terms of Food, Price, Service and Store lay-out
Store A Store B average
Verbal Interpretation

51

1.Food 3.83 2. Price 3.68 3. Service 3.76 4. Store lay-out 3.76 General weighted mean 3.79 3.78 3.74
Satisfied

4.16 3.37 3.56

4.0 3.53 3.66

Satisfied

Satisfied

Satisfied

Satisfied

This table shows that in general aspect of the four factors, the Food got the highest average of four point zero (4.0) with a verbal interpretation of Satisfied, followed by Store lay-out having an average of three point seventy-eight (3.78) with verbal interpretation of Satisfied, then Service having an average of three point sixty-six (3.66) and verbal interpretation of Satisfied, lastly, the Price got the lowest average of three point fifty-three (3.53) with a verbal interpretation of Satisfied. And a general weighted mean of three point seventy-four (3.74) with verbal interpretation of Satisfied

POLYTECHNICUNIVERSITY OF THE PHILIPPINES CHAPTER 5 SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATION

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Summary of Findings This chapter sums up all the findings situated in the study. It intends to make a contribution in the improvement of the business knowledge by studying the Customers Satisfaction of convenience stores at Santa Rosa Bayan.

1.) Table 5 The table shows that in Store A item number 1 There are different variants to choose from got the highest weighted mean of four point zero one (4.01) with the verbal interpretation of Satisfied, followed by item number 3 The food presentation is always catching with the weighted mean of tree point eighty-one (3.81) with the verbal interpretation of Satisfied and the by item number 4, The food offered meet the projected taste having weighted mean of three point eighty (3.80) with verbal interpretation of Satisfied. Then lastly item number 2 The food is always hot with the weighted mean of three point seventy-one (3.71) with a verbal interpretation of Satisfied. And an average weighted mean of three point eighty-three (3.83) with the verbal interpretation of Satisfied.

In Store B item number 4 The food offered meet the projected taste got the highest weighted mean of four point thirty-three (4.33) with verbal

POLYTECHNICUNIVERSITY OF THE PHILIPPINES interpretation of Strongly Satisfied, followed by item number 1, The are different variants to choose from having weighted mean of four point twenty four (4.24) with a verbal interpretation of Strongly Satisfied. Then followed by item number 2 The food is always hot with weighted mean of four point zero three (4.03) with the verbal interpretation of Satisfied. And lastly, items number 3 The food presentation is eye catching with the lowest weighted mean of four point zero two (4.02) with a verbal interpretation of Satisfied, and a general weighted mean of three point fifty-two (3.52) with a verbal interpretation of Satisfied.

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2.) Table 6 presents that in Store A item number 4 The convenience store set prices in relation to its competitors got the highest weighted mean of three point seventy-two (3.72) with a verbal interpretation of Satisfied, followed by item number 3 The price can be obtained anytime got a weighted mean of three point seventy-one (3.71) with verbal interpretation of Satisfied. Then third is item number 1 The price offered by the convenience store is noticeable to customers having weighted mean of three point forty-seventy (3.70) with verbal interpretation of Satisfied, lastly item number 2 The price offered by the convenience store meets the expected quantity of the food availed. having three point fifty-nine (3.59) with verbal interpretation of Moderately Satisfied, and a general weighted mean of three point sixty-eight (3.68) with a verbal interpretation of Satisfied.

POLYTECHNICUNIVERSITY OF THE PHILIPPINES

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In Store B item number 1 The price offered by the convenience store is noticeable to customers got the highest weighted mean of three point fiftysix (3.56) with a verbal interpretation of Satisfied, followed by item number 2 The price offered by the convenience store meets the expected quantity of the food availed. with a weighted mean of three point thirty-seven (3.37) with verbal interpretation of Moderately Satisfied. Then third is item number 3 The price can be obtained anytime having weighted mean of three point twenty-eight (3.28) with verbal interpretation of Moderately Satisfied, lastly item number 4 The convenience store set prices in relation to its competitors having a weighted mean of three point twenty-seven (3.27) with verbal interpretation of Moderately Satisfied, and a general weighted mean of three point thirty-seven (3.37) with a verbal interpretation of Moderately Satisfied.

3.) The table 7 reveals that in Store A item number 1 The cashier show politeness in every customer got the highest weighted mean of three point ninety-three (3.93) with the verbal interpretation of Satisfied, followed by item number 3 The service crews are approachable whenever you need them with a weighted mean of three point ninety-two (3.92) with the verbal interpretation of Satisfied and third is the item number 4 The convenience store makes the customer feel comfortable and at ease within the store got the weighted mean of three point eighty (3.80) with the verbal interpretation of

POLYTECHNICUNIVERSITY OF THE PHILIPPINES Satisfied and lastly item number 2 The security guard expresses gratitude to every customer as they visit and leave the store. got the lowest weighted mean of three point thirty-eight (3.38) with the verbal interpretation of Moderately Satisfied. And a general weighted mean of three point seventysix (3.76) with the verbal interpretation of Satisfied. In Store B item number 3 The service crews are approachable whenever you need them got the highest weighted mean of three point

55

seventy-eight (3.78) with the verbal interpretation of Satisfied, followed by item number 4 The convenience store makes the customer feel comfortable and at ease within the store with a weighted mean of three point seventy-four (3.74) with the verbal interpretation of Satisfied and third is the item number 1 The cashier show politeness in every customer got the weighted mean of three point fifty-four (3.54) with the verbal interpretation of Satisfied and lastly item number 2 The security guard expresses gratitude to every customer as they visit and leave the store. got the lowest weighted mean of three point sixteen (3.16) with the verbal interpretation of Moderately Satisfied. And a general weighted mean of three point sixty-six (3.66) with the verbal interpretation of Satisfied.

POLYTECHNICUNIVERSITY OF THE PHILIPPINES 4.) Table 8 presents that in Store A item number 1 The convenience store is accessible got the highest weighted mean of three point ninety-five (3.95) with a verbal interpretation Satisfied, followed by item number 3 The convenience store position of a station (e.g. counter, dining) is placed accordingly with a weighed mean of three point eighty-two (3.82) with a verbal interpretation of Satisfied. And third is number 4 The distance of each table is enough to give way to other customer got a weighted mean of three point sixty-five (3.65) with the verbal interpretation of Satisfied, and lastly number 2 The convenience store has wider space for a large number of customers got the lowest weighted mean of three point sixty-one (3.61) with a verbal interpretation of Satisfied, and a general weighted mean of three point seventy-six (3.76) with a verbal interpretation of Satisfied.

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And in Store B item number 1 The convenience store is accessible got the highest weighted mean of three point ninety-nine (3.99) with a verbal interpretation Satisfied, followed by item number 4 The distance of each table is enough to give way to other customer with a weighted mean of three point eighty (3.80) with a verbal interpretation of Satisfied. And third is number 2 The convenience store has wider space for a large number of customers got a weighted mean of three point seventy-five (3.75) with the verbal interpretation of Satisfied, and lastly number 3 The convenience store position of a station (e.g. counter, dining) is placed accordingly got the

POLYTECHNICUNIVERSITY OF THE PHILIPPINES lowest weighted mean of three point sixty-three (3.63) with a verbal interpretation of Satisfied, and a general weighted mean of three point seventy-eight (3.78) with a verbal interpretation of Satisfied.

57

5.) Table 9 shows that in general aspect between the four factors, the Food got the highest average of four point zero (4.0) with a verbal interpretation of Satisfied, followed by Store lay-out having an average of three point seventy-eight (3.78) with verbal interpretation of Satisfied, then Service having an average of three point sixty-six (3.66) and verbal interpretation of Satisfied, lastly, the Price got the lowest average of three point fifty-three (3.53) with a verbal interpretation of Satisfied. And a general weighted mean of three point seventy-four (3.74) with verbal interpretation of Satisfied

POLYTECHNICUNIVERSITY OF THE PHILIPPINES

58

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

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

2. Gender Male respondents took the larger percentage over the Female respondents.

3. Occupation The largest numbers of respondents were mainly students.

4. Income level Most of the respondents earn a monthly income or allowance ranging 5000below

5. Food Majority of the respondents were satisfied by the different variants of food to choose in the convenience stores at Santa Rosa Bayan, while the lowest numbers of respondents were also satisfied that their food is always hot.

POLYTECHNICUNIVERSITY OF THE PHILIPPINES 6. Price The massive numbers of respondents were satisfied that the price is noticeable, while the lowest number of respondents were moderately satisfied that the price offered by the convenience store meets the expected quantity of the food availed.

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7. Service Most of the respondents were satisfied that the service crews are approachable whenever you need them. And the least number of respondents are moderately satisfied that the security guard expresses gratitude to every customer as they visit and leave the store.

8. Store Lay-out Majority of the respondents were satisfied that the convenience store is accessible, while the least number of respondents were also satisfied the convenience store has wider space for a large number of customers.

POLYTECHNICUNIVERSITY OF THE PHILIPPINES Recommendation Based on the conclusions mentioned, the researchers may endorse to the convenience stores at Santa Rosa Bayan the significance of customer satisfaction to their business, and the recommendations are as follow:

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1. The researchers recommend that the management may try to make new strategies that will catch the attention of all the customers with different ages. They may also provide token of appreciation like discount, loyalty cards, and raffle coupons to their customers.

2. The researchers advised that management may offer products that are also applicable to adult customers that will suits their taste and preferences. And continue to discover more products that will encourage and retain existing customers specially students.

3. The researchers recommend the management offer more products that suit the income capacity of the majority of the respondents whos earning a minimum income level.

4. The researchers recommend that the management shall consider adding promotional tools of their offered meals so that customers will be familiar

POLYTECHNICUNIVERSITY OF THE PHILIPPINES that they also provide rice meals. The management shall try to improve the appearance of the food that will attract larger number of customers.

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5. The researchers recommend that the cashiers, service crews and security guard of the store must enhance their politeness and cheerfulness to every customer. All personnel of the convenience store must improve their skills on how they accommodate the needs of their customers. The management are advised to have or develop training materials for their employees

regarding on the customer relationship management

6. The management is advice to have a vast space and add more facilities to improve the accommodation and comfort of every customer.