Customer Satisfaction Research

CUSTOMER SATISFACTION OF DRUGSTORES SERVICES AS PERCEIVED BY
NDKC-BSBA STUDENTS
___________________________
An Undergraduate Thesis Presented to the

Faculty of College of Business Administration
Notre Dame of Kidapawan College
Kidapawan City
____________________________
In Partial Fulfillment of the Requirements for the

Degree of Bachelor of Science in Business Administration
By
Abellanosa, Akier Jay
Escarlan, Reuben
Lamzon, Grechelle
Manibog, Rovi Joyce
Pantorilla, Karen
Ramada, Rhea Mae
Ynion, Michelle
__________________________________
OCTOBER 2013
Marist Brothers
NOTRE DAME OF KIDAPAWAN COLLEGE
Kidapawan City
APPROVAL SHEET
The College of Business Administration Faculty of the Notre Dame of Kidapawan
College approves and accepts this thesis entitled:
CUSTOMER SATISFACTION OF DRUGSTORES SERVICES
AS PERCEIVED BY NDKC-BSBA STUDENTS
has been prepared and submitted by ABELLANOSA, AKIER JAY, ESCARLAN,
REUBEN, LAMZON, GRECHELLE, MANIBOG, ROVI JOYCE, PANTORILLA, KAREN,
RAMADA, RHEA MAE, and YNION, MICHELLE, who are recommended for the
corresponding ORAL EXAMINATION.
KLEMM RYAN Z. BERNABE, M.B.A.
Adviser
APPROVED in partial fulfillment of the requirements for fm 409
By the Oral Examination Committee:
ANALIZA B. VALENCIA, Ed. D.

Member
DAISY P. LABADIA, Ed. D.

Member
EVELYN B. BONGCO, M.A.Ed.

Reader
ACCEPTED in partial fulfillment of the requirements for the degree of
Bachelor of Science in Business Administration
KLEMM RYAN Z. BERNABE, M.B.A.

College Dean
OCTOBER 2013
ii
Table of Contents
Page
i
Title Page
Approval Sheet
ii
Table of Contents
iii
Acknowledgment
iv
Abstract
List of Tables
vii
Chapter I
THE PROBLEMS AND ITS SETTING

Introduction
Statement of the Problem
Theoretical Framework
Significance of the Study
Scope and Limitations of the Study
Definition of Terms
Chapter II
REVIEW OF RELATED LITERATURE
10
Chapter III
RESEARCH METHODOLOGY
Research Design
23
iii
Chapter IV
Research Subject
23
Population and Sampling
24
Research Instrument
25
Research Procedure
25
Statistical Treatment
26
PRESENTATION, ANALYSIS AND

INTERPRETATION OF DATA
Chapter V
27
SUMMARY OF FINDINGS, CONCLUSIONS

AND RECOMMENDATIONS
Findings
40
Conclusions
41
Recommendations
42
Bibliography
43
Appendices
49
Curriculum Vitae
54
iv
ACKNOWLEDGMENT
We would like to express our deepest appreciation to Mr. Klemm Ryan Z.
Bernabe, MBA., Dean of the College of Business Administration, for providing us with
excellent guidance, generous supports, and continuous encouragements throughout
this research study. His suggestions and comments were of great value in the research
and in the writing of this study.
Our sincere appreciation to Engr. Gemma Famisan, our statistician - who
provided us with valuable advice in terms of the statistical interpretation of the data. We
would also like to thank Dr. Analiza B. Valencia, Dr. Stella Flores, Dr. Daisy Labadia and
Mrs. Evelyn B. Bongco, MAEd , for the time and effort they spent in checking and
reviewing our research paper and for making it more organized.
Our special thanks to the questionnaire participants for taking the time and effort
to give their thoughts about the level of services they received from the drugstores in
Kidapawan City.
And of course this requirement could not have been completed without the loyal,
unwavering, and continuous support of our families and friends; we are truly blessed to
have them all in our lives, and most especially to our loving Almighty God who gave us
strength and courage to finish this study.
ABSTRACT
This research focused its attention in the topic on customers satisfaction of
drugstores services in Kidapawan City. This consisted of five critical customer
satisfaction variables such as availability of service, responsiveness of service, reliability
of service, completeness of service, and professionalism of service. They were tested in
relation to their effect on achieving customer satisfaction of drugstores in Kidapawan
City.
Questionnaire responses from 238 NDKC-BSBA students who purchased
medicines in the various drugstores in Kidapawan City were used. The questionnaires
determined the ranking of the importance of the factors and gathered data on the
characteristics of each variable. The research concluded that all the five variables are
important in the overall customer satisfaction as perceived by the NDKC-BSBA
students.
Result shows that availability of service was ranked the most important among
the five variables because it got the highest mean with 4.03; this means that the
respondents
experienced
high
level
of
satisfaction
from
the
drugstores.
Responsiveness of service received the lowest ranking among the variables with a
mean of 3.64; however, this also means that the respondents had experienced a high
level of satisfaction from the drugstores. Reliability of service, completeness of service
and professionalism of service were in the middle of the ranking in terms of importance.
This research provides a conceptual framework and related literature which can
provide the readers the basic concepts of customer satisfaction. This also contains the
profile and the level of satisfaction of the respondents and also includes the instrument
that was being used in evaluating and determining the level of satisfaction of the
respondents towards the services offered by the drugstores in Kidapawan City.
The study indicates that by aligning the five variables being used for this study,
the drugstores can improve their abilities and capacities to better serve the customers
and can achieve customer satisfaction.
vii
LIST OF TABLES
Table #
Description
Page
Table 1.1
Table 1.2
Table 1.3
Table 1.4
Table 1.5
Demographic Profile of the Respondents in terms of Sex

Demographic Profile of the Respondents in terms of Age
Demographic Profile of the Respondents in terms of Year Level
Demographic Profile of the Respondents in terms of Major
Demographic Profile of the Respondents in terms of the
Drugstores
27
27
28
28
29
Table 2.1
The extent of Respondents Perception on the Customer
30
Table 2.2
Satisfaction in terms of Availability of service.

31
Table 2.3
Satisfaction in terms of Responsiveness of service.

32
Table 2.4
Satisfaction in terms of Reliability of service.

33
Table 2.5
Satisfaction in terms of Completeness of service.

34
Table 3.1
Satisfaction in terms of Professionalism of Service.

Significant difference in the perception of the respondents
35
Table 3.2
when analyzed according to Sex.

36
Table 3.3
when analyzed according to Age.

37
Table 3.4
when analyzed according to Year Level.

38
Table 3.5
when analyzed according to Major.

39
when analyzed according to Drugstores.

viii
CHAPTER 1
THE PROBLEMS AND ITS SETTINGS
Introduction
Satisfaction is the consumers fulfillment response. It is a judgment that a product
or service features, or the product or service itself. Satisfaction arises when consumers
compare their perceptions of the performance of a product or service to both their
desires and expectations (Oliver, 1997). The customers satisfaction is crucial in much
business, it is always been considered an essential business goal because it was
assumed that satisfied customer would buy more (Nakmung, 2008). Thus, greater
customer satisfaction, in turn, can be translated into greater loyalty to particular
drugstores and can facilitate the provision of pharmaceutical care through better
customerpharmacist communication (El Hajj et al., 2011), can increase market share,
profitability and customer retention (Arnold and Reynolds, 2005).
Organizations in all types and sizes have increasingly come to understand the
importance of customer satisfaction (Li, 2002). To measure customer satisfaction, in this
study we adopted Masroujeh (2009) critical factors of customer satisfaction:
Availability of service- refers to the degree in which the customers can access
the pharmaceutical needs and contact customer service.
Responsiveness of service- refers to the willingness or readiness of staffs to
provide service and the degree to which the staff react promptly to the customer.
2
Reliability of service- refers to the consistency of performance and dependability
pharmaceutical products are delivered within the promised time without any damages.
Completeness of Service- refers to the degree to which all of the components of

the job are finished.
Professionalism of Service- refers to the degree to which the drugstores use
suitable professional behaviors while working with the customer, such as politeness,
respect, consideration, and friendliness of contact personnel.
It is believed that these variables are significantly important with the overall
satisfaction and that the real power of achieving customer satisfaction lies in these five
variables. Therefore, through aligning the five variables, drugstores can improve their
abilities and capacities to better serve their customers and can achieve success through
customers satisfaction (Tarasi, 2005).
Statement of the Problem

This study aimed to assess the customer satisfaction of Drugstores in Kidapawan
City as perceived by NDKC BSBA Students.
Specifically, it sought to answer the following questions:
1. What is the profile of the respondents in terms of the following:
1.1. Sex;
1.2. Age;
1.3. Year Level
1.4. Major and
3
1.5. Drugstores?
2. To what extent the respondents were satisfied in terms of the following:
2.1. Availability of Service;

2.2. Responsiveness of Service;
2.3. Reliability of Service;
2.4. Completeness of Service and
2.5. Professionalism of Service?
3. Is there a significant difference in the perception of the customers when
grouped according to the following:
3.1. Sex;
3.2. Age;
3.3. Year Level;
3.4. Major and
3.5. Drugstores?
Theoretical Framework
This study was based on the concept of Masroujeh (2009) who described
customer satisfaction as customers overall evaluation of the performance of an offering
to date and it is often defined in the marketing literature as a customers overall
evaluation of his or her purchase and consumption experience of a good or service. On
the other hand, Nakmung (2008) affirmed that customer satisfaction has always been
considered an essential business goal because it was assumed that satisfied customers
would buy more. Wicks (2009) also emphasized that customers are assets and can
create value for all types of organizations.
According to Oliver (1997), satisfaction is the consumers fulfillment response. It
is a judgment that a product or service feature, or the product or service itself. He also
wrote that satisfaction arises when consumers compare their perceptions of the
performance of a product or service to both their desires and expectations.
In this section, Masroujeh (2009) shared his model about critical factors that
affects and helps on achieving customer satisfaction (availability of service,
responsiveness of service, reliability of service completeness of service and
professionalism of service).
Availability of Service
Availability of services is at the heart of service excellence. What makes this
characteristic particularly important is that no other element of service, including quality
or timeliness, matters if services are not accessible. The emphasis on service
availability is also directly related to the impact on the customers business. Customers
place an emphasis on service availability as key component of service excellence
(Bodem 2004).
Responsiveness of Service
Kelly and Hurst (as cited in Piligrimiene and Buiuniene, 2008) defined
responsiveness as the degree to which a service provider functions by placing the user
at the center, or customer centeredness. However, Bauer, Falk and Hammerschmidt
(2006) believed that responsiveness was considered to be made up of promptness of
5
reaction, availability of personnel and alternative communication channels, and return

policy on goods. Liao and Cheung (2008) also viewed that promptness and efficiency
also appear as essential concepts in the constructions of responsiveness. PC help desk
defined that responsiveness is a willingness to help accompanied by courtesy, quick
response and speedy resolution of the customers concern.
Reliability of Service
Parasuraman et al. (1988) defined reliability as the ability to perform the
promised service dependably and accurately. Nguyen & Leblanc (2001) consider
reliability as reputation that can be the most reliable indicator of service quality which
could be related to customers past experiences (Ndubisi, 2006). As such, the following
are hypothesized: reliability will have positive effect on customer loyalty and reliability
will have positive effect on customer satisfaction
Completeness of Service
The Completeness of service is a dimension that is increasingly being demanded
by consumers due to the wide variety of similar products available in the market, which
led to increase competition between the rival companies. In the local pharmaceutical
companies who manufacture mainly generic drugs that are similar to each others,
therefore the company that will provide its customer with a complete service, in terms of
offering drugs in the required quantities, provide technical backup, provide an accurate
accounting service to the customers, make discounts and promotion campaigns can
achieve higher level of customer satisfaction. In other terms, to achieve customer

satisfaction, the companies must provide a complete service. (Masroujeh, 2009)
Professionalism of Service
Professionalism according to Rinde (2012) is also a factor that seems to be of
importance for the customers, representing a general courtesy and appropriate
behaviour. The relatively few reports on professionalism may indicate that the
consultants mostly are treating the customers in a professional matter, which is
supported by the general impression the researcher got from the customer interviews.
Professionals exude an image of courtesy, friendliness and willingness to serve
customers in any way necessary. Professionalism is the key to a higher standard of
service and business quality overall.
Significance of the Study
This study was conducted to look into the customer satisfaction of Drugstores
services as perceived by the NDKC-BSBA students. This would tell how the
respondents are satisfied with the products and services delivered by the Drugstore. Its
result would provide assistance for the business to better satisfy their customers and
satisfy their needs more efficiently.
The overall expectation of this research project was to assess the current
satisfaction level, and recommend possible changes to increase the overall satisfaction
level of the customers.
Finally, the findings of this research paper can be used by other researchers as a
source of secondary data in their respected future related researches.
Scope and Limitations

The degree of customer satisfaction among the customers of drugstores in
Kidapawan City was the main concern of this study.
The factors that affect customer satisfaction include: availability of service,
responsiveness of service, reliability of service, completeness of service and
professionalism of service.
The respondents of the study were the selected NDKC-BSBA students who are
enrolled during the 1st semester of the school year 2013-2014. All information that would
permit identification of the respondents were regarded as strictly confidential and were
not disclosed or released for any other purposes.
Definition of Terms
The following terms are operationally defined purposely for the study.
Customer Satisfaction. It is the level of the persons felt state resulting from
comparing a products perceived performance or outcome in violation to his/her
expectations. In this study, the variables considered were availability of service,
8
responsiveness of service, reliability of service, completeness of service and

professionalism.
Students. It refers to a person who is enrolled or attends classes at a school,
college, or university. In this study, it refers to the NDKC BSBA students who are
enrolled during the first semester of the 2013.
Services. It refers to the work done for others as an occupation or business. In
this study, it refers to the services offered by the drugstore to their customers.
Drugstore. It refers to a store where prescriptions are filled and drugs and other
articles are sold; a pharmacy. In this study it refers to the drugstores operating in
Kidapawan City.
Availability of Service. It refers to the characteristic of a resource that is
committable,
operable,
or
usable
upon demand to
perform
its
designated
or required function. In this study, it refers to the degree to which the customer can
access the pharmaceutical needs and contact customer service.
Responsiveness of Service.
It refers to the quality of being responsive;
reacting quickly; as a quality of people, it involves responding with emotion to people

and events. In this study, it refers to the willingness or readiness of staffs to provide
service and the degree to which the staff react promptly to the customer.
Reliability of service. It refers to the ability to perform and maintain its functions
in routine circumstances, as well as hostile or unexpected circumstances. In this study,
it refers to the consistency of performance and dependability pharmaceutical products
are delivered within the promised time without any damages.
9
Completeness of Service. It refers to the quality of being whole or perfect and

having nothing missing. In this research, it refers to the degree to which all of the
components of the job are finished.
Professionalism of Service. It refers as the strict adherence to courtesy,
honesty and responsibility when dealing with individuals or other companies in the
business environment. In this study, it refers to the degree to which the drugstores use
suitable professional behaviors while working with the customer, such as politeness,
respect, consideration, and friendliness of contact personnel.
CHAPTER II
REVIEW OF RELATED LITIRATURE
This chapter encompasses the theoretical survey of constructs, facts and

literatures that supports the variables of interest.
Li (2002) was cited by Masroujeh (2009) stating that satisfaction is derived from
the Latin satis (enough) and facere (to do or make). Thus, satisfying products and
services have the capacity to provide what is being sought to the point of being enough.
Customer satisfaction has become the key operational goal for many organizations.
Mosahab (2010) added that customer satisfaction plays the role of a mediator in the
effects of service quality on service loyalty. However, Dutti (2009) was cited by
Masroujeh (2009) viewed that customers are the core focus of any organization and
thus of prime importance to the marketers.
On the other hand, Oliver (1997) was cited by Masroujeh (2009) stating that a
good definition of satisfaction would have to generalize to satisfaction with individual
elements of product or service delivery, final outcome satisfaction, and satisfaction with
satisfaction. He also stated that satisfaction is the consumer's fulfillment response. It is
a judgment that a product or service feature, or the product or service itself, provided (or
is providing) a pleasurable level of consumption-related fulfillment, including levels of
under- or over-fulfillment.
Customer satisfaction is a key factor in formation of customers desires for future
purchase (Mittal & Kamakura, 2001). Furthermore, the satisfied customers will probably
11
talk to others about their good experiences (Jamal & Naser, 2002). Although satisfaction
has been defined as the difference between expectation and performance, but there are
differences between quality and satisfaction. For example, Parasuraman, et al. (1991)
believed that satisfaction is a decision made after experience while quality is not the
same. On the other hand, in satisfaction literature, expectation for goods is would, while
in service quality literature, expectations for goods is should.
Liljander and Strandvik (1993) posited that satisfaction is an inner view, resulted
from customers own experience from the service.
The concepts of service quality and service satisfaction have been highly
considered and used in marketing texts and activities, during previous decades.
Marketing researchers have praised the advantages of satisfaction and quality, and
have mentioned them as indices of an organization competitive benefit (Ruyter, 1997).
On the other hand, Caruana, (2002) defined that service loyalty is one of the most
important structures in service marketing, due to its final effect on customers repeated
purchases, and in fact, those loyal customers who purchase repeatedly are considered
as the base of any business.
Customer satisfaction has been linked to a number of important outcomes,
including increased market share, profitability, customer retention and loyalty, purchase
intentions, usage rates, and the benefits associated with positive word-of-mouth effects
Customers expect to be satisfied in todays marketplace and simply meeting those
expectations is insufficient. In other words, customers are satisfied when the company
can avoid problems (i.e., the zero defects mentality), but to keep customers for the long12
run, companies must do more. Doing more suggests the generation of higher levels of
emotion than those associated with mere satisfaction evaluations, and the growing
belief among many executives is that customers exposed to unexpected, pleasant
experiencesthose experiences which are delightfulare far more likely to develop
into long-term loyal followers (Arnold & Reynolds, 2005).
On the other hand, Armstrong and Kotler (2003) emphasized that customer
satisfaction depends on a products perceived performances in delivering value relative
to a buyers expectations. If product performance matches expectations, the buyer is
satisfied. If performances exceed expectations, the buyer is delighted. However,
Zeitham, Bitner, Gremler (2013) added that failure to meet the needs and expectations
is assumed to result in dissatisfaction with the product or service.
Fully satisfied customers are more likely to become loyal customers or even
advocates for the firm and its products. Satisfied customers are less likely to explore
alternative suppliers and they are less price sensitive. Therefore, satisfied customers
are less likely to switch to competitors. Satisfied customers are also more likely to
spread positive word of mouth about the firm and its product. However, the way
customers think about satisfaction creates some interesting challenges before
marketers. It is one thing to strive for the best in terms of quality and value (Hartline,
2008). Consequently, customer satisfaction is considered to be a key to organisational
survival (Jones & Sasser, 1995), as well as increased market share (Rust et al., 1992)
and profitability (Heskett et al., 1994).
13
Arora (2013) stated that efforts to build positive relationships with customers,
supported by the right people and processes, translate into higher levels of satisfaction,
which in turn creates a long-term financial impact in terms of the business gained from
loyal customers who are willing to return to the dealership for service post-warranty.
Succeeding customer satisfaction means making sure that your team works
toward the common end of realizing the clients goals and objectives. The great thing
about reaching this level is that the clients trust in your service is pretty much
established, and there is already a considerable degree of security and loyalty in your
working relationship (The Five, 2013).
In addition, customers are the voice of a business when it comes to
improvement. Even if the true reality about its product or service may be harsh, in most
cases it is helpful. Listening to your customers, and more important, acting on the
feedback they give is one of the best ways to transform a struggling business into a
successful one. Knowing the customers viewpoint indicates a good customer service.
They provide the insights into your company that ensure you maintain a strong
foundation and are able to build the structure for its future growth. By listening to
customer needs and desires, you can tailor your product and service to better meet their
demands. And that can lead to satisfied customers which are the best sales channel of
a company since they have the greatest potential to generate additional business and
serve as a bridge for new customers as well (Outband Service, 2011).
The change in customer attitudes toward the use of service standards is a
reflection of the shift in both their expectations and in the market. In addition, as the
14
market changes, customers are more demanding and not as easy to please, as they are
coming to expect a certain level of service. Without fully understanding the everchanging expectations of customers, it will be increasingly challenging for all auto
manufacturers to delight their customers (Amador, 2007).
Delivering goods to customers while creating customer satisfaction enhance
business growth. The customer service representative plays a crucial role in creating a
satisfied customer who refers friends to your business, or who becomes a loyal repeat
customer. Employee training programs featuring best practices in communication
strategies, dealing with difficult customers, escalating problems, and problem solving
skills are a key ingredient in achieving customer satisfaction. Online business strategies
for good customer service include follow-up notes, easy to find contact links on web
pages, 24/7 call centers and online surveys reassure online customers. A business that
listens to the customer feedback whether from focus groups, surveys or through direct
contact and that is smart enough to use the feedback to make improvements to their
product or business model will be rewarded with greater customer satisfaction
(Customer Service, n.d.).
Availability of Service
Competition increases access to abundant information, availability of similar
products and services, and reduce competitive capability of organizations. The only way
for them to survive is to supply products and services with higher values and qualities
and this requires innovation and development in the field of products services and
15
exploration and evaluation of customer needs and wants. Investigation and provision of
customer satisfaction through addressing customers' needs and wants in the design
and production of products in long term can lead to increase of loyalty, an element
which is considered a vital key and relief cause for organizations in today's
agitated
economic and competitive conditions which can in turn have considerable
role in increasing the contribution and profitability of organization (Sadeghi & Farokhia,
2011).
Conlon and Mortimer (2010) posited that product availability impacts many
industries such as transportation, events, and retail, yet little empirical evidence
documents the importance of stocking decisions for rm prots, vertical relationships, or
consumers. The prots impacts of the product removals provide evidence that product
availability is indeed an important consideration for rms. On the other hand, product
availability is a critical feature of many markets; rms make both long-run and short-run
decisions about the capacity or inventory of di erent products to stock, which brands to
carry, and how to respond to changes in the product availability of rivals. Product
availability can vary over time due to mergers, foreclosure, or other factors. Wu (2006)
also posited that in his study, the tangible service or availability of service is positively
related to customer satisfaction which in turn, is positively related to loyalty.
Responsiveness of Service
Keeping your customers happy is the key to ensuring that your current clients
dont become former clients. Failing to meet deadlines or ignoring customer inquiries
can increase client dissatisfaction with your company and spur them to investigate your
16
competitors services. When customer responsiveness is a priority, youll find that
opportunities to serve your clients increase, while problems and service issues
decrease. Although good customer service is part of customer responsiveness,
customer responsiveness takes customer service a step further. Sean Meehan and
Charlie Dawson, explain in a 2002 Business Strategy Review article that customer
responsiveness is accurately and insightfully giving customers what they need, want or
dont yet know they want and doing so more quickly than anyone else. Providing
sufficient training to your staff members and clearly communicating goals regarding
customer satisfaction can help you improve customer responsiveness (Anderson &
Media, n.d.).
Li (2002) in his study also concludesthat Responsiveness of
service has a significant effect on achieving customer satisfaction in Parcel

delivery service.
Customer responsiveness is the ability of a business to recognize and respond to
changing customer needs. According to Forrester Research, knowledge of and
engagement with customers are the only sustainable competitive advantages a
business can have. A responsive company uses technology to learn more about
customer needs and trains its people to deliver the highest standards of customer
service (Linton et al., n.d.). However, Silverman (2000) states that customer
responsiveness is giving customers what they contract to receivenothing more,
nothing less. This contract may be a verbal or handshake agreement or it may actually
be in writing, such as a quote for services to be rendered on a particular date. Customer
focus is more proactive than customer responsiveness. It involves working with
customers to find better ways to meet their needs. It goes beyond the expressed needs
17
and wants of the customer to uncover the underlying purpose behind the customer
requirement.
Tarasi (2005) confirmed that placing responsiveness at the top of your customer
service objectives is the simplest solution to gaining a competitive advantage, producing
satisfied customers, maintaining your customers through repeat business, and building
your market share through client referrals. Responsiveness is the single most important
factor to enhancing customer satisfaction.
Reliability of Service
Reliability is about the accuracy and timeliness in the service provided, Extents to
which a variable or set of variables is consistent in what it is intended to measure (Hair
et al., 2007). It differs from validity in that it relates not to what should be measured, but
instead to how it is measured. Several measures have been used to establish the
reliability of the instrument (Munusamy et al., 2010).
Arasli, et al. (2005) pointed out that reliability dimension of SERVQUAL has the
highest impact on customer satisfaction in Greek Cypriot banking industry, whereas
reliability is not related to customer satisfaction, found by Chaniotakis and
Lymperopoulos (2009).
Ho and Wu (1999) study confirmed homepage presentation and reliability are the
important factors that have most influential effect on online shopping. It can be argued
that online shoppers want to receive the right quality and right quantity of items that they
have ordered within the stipulated time offer by the e-tailers.
18
Reliability is an important aspect of a products quality. Reliability of a product
conveys the concept of dependability, successful operation or performance and the
absence of failures. Unreliability (or lack of reliability) conveys the opposite. Since the
process of deterioration leading to failure occurs in an uncertain manner, the concept of
reliability requires a dynamic and probabilistic framework. We use the following
definition from Blischke and Murthy (2000): The reliability of a product (system) is the
probability that the product (system) will perform its intended function for a specified
time period when operating under normal (or stated) environmental conditions. A more
informal way of defining reliability, often seen in literature, is the persistence of quality
over time (Chan & Tortorella, 1998).
Bauer, Falk and Hammerschmidt (2006) have expanded the reliability construct
to include timeliness of service, range, availability of product or service, and
confidentiality. In a study of customer satisfaction of internet banking services in Hong
Kong, Liao and Cheng (2008) suggested that error-free transactions, privacy, and
security were measures of reliability. In the current study of PC help-desk services,
reliability was defined in the study as a combination of five components: dependability,
technical competence, availability on call, error-free instruction and sincerity.
Reliability in the broad sense is the science aimed at prediction, analyzing,

preventing and mitigating failures over time. Reliability is quality over time. A reliable,
trouble-free product continues to satisfy customers for a long time. Reliability in the
narrow sense is the probability that a device will operate successfully for a specific
period of time and under specified conditions when used in the manner and for the
19
purpose intended. The reliability assurance or improvement is an integrative process
during development, production, field phases that must be implemented according to
the internal standards for each designed product (What Is, n.d.).
Completeness of Service
Increasingly, customers are expecting more and better service. As such,

enterprises need guidelines and frameworks for addressing these expanding
requirements. The concept of process completeness helps us to consider service from
the customer's viewpoint; arguably, the only perspective to take. Process completeness
is achieved when a firm's service delivery system matches the typical customer's
breadth of expectations. While customers think in sets of services (e.g., I need a flight, a
hotel, airport parking, wireless Internet), firms think in terms of single services (e.g., we
can provide a flight). There are four basic service systems: (1) transaction-execute a
basic request and nothing else, (2) process-handling all firm related service requests
through one touch point, (3) alliance-handling service requests through a single touch
point via stitching together a static firm-selected alliance of service partners, and (4)
agility-handling service requests through a single touch point via stitching together a
dynamic customer-selected alliance of service partners. In addition to exploring the four

service systems, this article guides executives regarding the selection and
implementation of the appropriate service strategy that meets their typical customer's
process completeness expectations (Piccoli et al., 2009).
For completeness to occur, one has to assume that the consumer is capable of
determining a preference or indifference for all bundles (Baye, 2006). Product
20
completeness is not wrong; but, the completeness of the product that a retailer offers is
demanded to meet the expectation of the target market as the key to win the rivalry
among similar retailers. Retail store needs to offer product line in width and depth as it
is possible so that the store can be a one-stop shopping store (Sugiati et al., 2013).
Studies suggest the more complete the information, the better its quality when all
other variables such as relevance, recency, and accuracy are held constant. Greater
information completeness also increases argument strength, which in turn influences
persuasiveness and source credibility judgments (Dutta & Bergman 2004).
Completeness is probably the most important element that a firm can control, yet
too often, especially with technical innovations, completeness and whole product
thinking are left by the wayside (Phillips, 2006).
Professionalism of Service
Professionalism was reported seven elements that would equal the courtesy in
SERVQUAL regarding the consultants behavior (Parasuraman et al., 1985). These
reported elements are politeness and respect, which also can be described as behaving
in a professional matter. Also the ability to separate the case from the person lay within
the scope of professionalism (Rinde, 2012).
The measurement of customer satisfaction forms an integral part of improving
construction operations and enhancing customer experiences, so creating competitive
advantage and increasing revenue. At the heart of the customer experience lies their
overall satisfaction, which is fundamentally linked to organisational strategies and
exhibited professionalism. Contemporaneous evidence suggests a lack of any standard
21
service quality model used by all construction professionals to monitor customer
satisfaction and yet, construction professionals need to measure customer satisfaction
using an appropriate and a typical technique. Weightings attaching to each of the
influence factors, within the customer satisfaction and factor analysis meta-model, aid in
identifying the predominant influences on customer satisfaction and enable construction
professionals to prioritise areas for improvement. The model also allows exploration of
previously unconsidered factors, thus ensuring professional fluidity at every level. As
organisational practices come closer to the peak of the triangle, so professionalism will
increase creating positive customer satisfaction and business benefits (Improving
Professionalism, 2012). Weininger (2005) about consumer satisfaction in
primary care provider, his findings proved the importance of primary care
provider professionalism in order to develop trust and achieve satisfaction.
Professional workplace behavior is necessary for the long-term success of a
business, whether it is a big corporation or small business. Employee interactions and
relationships with customers are of vital importance to ensure that company goals and
objectives are met. A professional work place attitude and appearance allow employees
to take pride in their work and improve worker performance. Managers who behave
professionally set an appropriate example by encouraging their people to conduct
themselves in a manner that supports company-wide success (Scott et al., n.d.).
The image a business projects helps build customer confidence. Some firms use
uniforms to create the impression of professionalism. Others develop a corporate
culture of service. Companies providing both a professional image and quality service
22
attract and retain customers. Service professionalism involves knowledgeable agents
trained to answer questions, deal with problems and know when to transfer customers
to supervisors for additional help. Professional customer service relations build trust and
meet the needs of clients. Successful corporations and small businesses understand
the importance of a professional image in dealing with customers. The Harvard
Business Review calls the advice to make the frontline workers and customers...the
center of management concern a timeless strategy for firms of all sizes. The business
journal defines the impact of professional customer service as astronomical. Satisfied
customers return to buy and refer friends and family members to businesses offering
professional services. Loyal customers provided with professional services mean
money to the company--money that pays employee salaries and raises and contributes
to the overall success of the business (Grayson & Media, n.d.).
CHAPTER III
METHODOLOGY
This section presents the research design, research respondents, research

instrument, data gathering procedure and statistical treatment employed in this study.
Research Design
The researchers used the descriptive research which is concerned with the
conditions or relationships that exist, opinions that are held, processes that are going
on, effects that are evident or trends that are developing. It primarily draws attention to
the present although it is often considered as past events and influences as they relate
to current conditions (Pal et al., 2001).
The descriptive survey was used to determine the profile and the level of
satisfaction of the respondents towards Drugstores products and services offered.
Research Respondents
The respondents of this study were the NDKC-BSBA students who are enrolled
during the 1st semester of the school year 2013-2014. The sample population was
determined through the use of stratified random sampling by simply picking out the
respondents who were presently enrolled and who then served as a representative of
24
the population. Through this, the researchers were assured of information from
respondents who were hard to locate.
Population and Sampling

The sample population is computed using the Slovins Formula. The sample size
is computed below:
n= N / (1 + Ne2)
where: n= a sample size
N= population size
e= margin
1+589.05
n=589 / )
n= 238
Year Level
1st Year
2nd Year
3rd Year
4th Year
TOTAL
Population
149
131
162
147
589
Sampling Fraction
149 / 589 X 238
131 / 589 X 238
162 / 589 X 238
147 / 589 X 238
Sample Size
60
53
66
59
238
25
Research Instrument
A survey questionnaire that was lifted from Masroujeh (2009) was used in
gathering the needed data. The said questionnaire was divided into two parts. Part I
included the demographic profile of the respondents. Part II contained items on the
attributes necessary when evaluating customer satisfaction of NDKC-BSBA students.
The following mean range was assigned to the scales for Customer Satisfaction
questionnaire:
Range
Scale
Interpretation
1.0-1.79
Strongly Disagree (SD)
Very low level of satisfaction.
1.8-2.59
Disagree (D)
Low level of satisfaction.
2.6-3.39
Somewhat Agree (SW-A)
Moderate level of satisfaction.
3.4-4.19
Agree (A)
High level of satisfaction.
4.2-5.0
Strongly Agree (SA)
Data Gathering Procedure
Very high level of satisfaction.
The researchers observed the following steps in the gathering of data.

1. The researchers revised the questionnaire based on Masroujeh (2009)
Critical Factors for Customer Satisfaction and Delight in Palestinian
Pharmaceutical Market.
2. The questionnaire was validated by experts for content validity.
26
3. The researchers distributed the questionnaire to the indentified respondents

of the department with the assistance provided by the Dean of the College of
Business Administration.
4. The researchers retrieved the questionnaire after a period of time.
5. The researchers collated the data for statistical analysis.
Statistical Treatment
The following statistical tools were used in this study.
Descriptive Statistics was used for the analysis of the data that helps describe,
show or summarize data in a meaningful way (statistics.learned.com).
Weighted Mean was used to provide different weights to some of the individual
values (ncalculator.com).
Frequency Distribution was used for representation, either in a graphical or
tabular format, which displays the number of observations within a given interval
(investopedia.com).
Inferential Treatment was utilized to determine the predictions or inferences
about a population from observations and analyses of a sample (sociology.about.com) .
Oneway Analysis of Variance determined whether there are any significant
differences between the means of three or more independent (unrelated) groups
(statistics.leard.com).
CHAPTER IV
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This chapter contains the presentation, analysis, and interpretation of data

gathered from the study. The presentation, analysis, and subsequent interpretation
proceed with the way the research problems were presented in the introductory chapter.
Statistical tables were used to illustrate and organize the information gathered.
Demographic Profile of the Respondents
The first research problem was focused on the demographic profile of the
respondents in terms of sex, age, year level, major, and drugstore.
Table 1.1 presents the data about the respondents sex. It can be seen that
75.2% are females and only 24.8% are males.
Table 1.1- Demographic Profile of the Respondents in terms of Sex
Variables
Male
Female
Total
Frequency
Percentage
59
179
238
24.8
75.2
100.0
As revealed in Table 1.1, the female are the most dominant buyers in the
drugstores in Kidapawan City. This finding is consistent with the universally identified
truth about having females to have been delegated in the family to go to the drugstores
in order to buy medicines and other pharmaceutical products (High Level, 2011). This
can be explained due to the large number of BSBA female enrollees during the first
28
semester of 2013 compared to male enrollees which agrees with the Listing of NDKC
BSBA students given by the Notre Dame of Kidapawan College Schools registrar.
Table 1.2 shows the data about the demographic profile of the respondents in
terms of age. As shown, the great majority or 84.5% of the respondents are at the age
bracket of 16-20 years old, while the lowest result falls on the age bracket of 26 and
above with 2.1%.
Table 1.2 Demographic Profile of the Respondents in terms of Age.
Variables
16 20
21 25
26 and above
Total
Frequency
Percentage
201
32
5
238
84.5
13.4
2.1
100.0
As revealed in Table 1.2, most of the respondents were coming from the age
bracket of 16-20 years old. This can be explained due to the large number of BSBA
enrollees whose age are 16-20 years old during the first semester of 2013 which agrees
with the Listing of NDKC BSBA students given by the Notre Dame of Kidapawan
College Schools registrar.
Table 1.3 reveals the data on the demographic profile of the respondents in terms
of year level. As shown, the great majority or 27.7% of the respondents are coming from
the third year batch of 2013-2014, while the less number of respondents or 22.3% are
coming from the second year batch of 2013-2014.
29
Table 1.3 Demographic Profile of the Respondents in terms of Year Level

Variables
1st Year
2nd Year
3rd Year
4th Year
Total
Frequency
Percentage
60
53
66
59
238
25.2
22.3
27.7
24.8
100.0
As revealed in Table 1.3, most of the respondents were coming from the third
year students. This can be explained due to the large number of BSBA enrollees during
2011 which agrees with the Listing of NDKC BSBA students given by the Notre Dame of
Kidapawan College Schools registrar.
Table 1.4 reveals the data on the demographic profile of the respondents in terms
of their major. As shown, the great majority or 64.3% of the respondents are taking up
financial management as their major, while the least number or 7.6% of the respondents
are coming from the Human Resource Development Management major.
Table 1.4 Demographic Profile of the Respondents in terms of Major
Variables
Financial Management
Marketing Management
Human Resource
Development
Management
Total
Frequency
Percentage
153
67
18
64.3
28.2
7.6
238
100.0
As revealed in Table 1.4, most of the respondents are taking up financial

management as their major. This can be explained by the BSBA Student Listing in the
30
Registrars office of the Notre Dame of Kidapawan College. Such list is indicating that
most of the students of the first semester of 2013 are taking up financial management
as their major.
Table 1.5 shows the data on the demographic profile of the respondents in terms
of the drugstores. As shown, the great majority or 52.5% of the respondents prefer to
purchase their medicines or other pharmaceutical products at drugstore 7, while the
drugstore that got the least percentage is the drugstore 2 with 2.1%.
Table 1.5 Demographic Profile of the Respondents in terms of Drugstores
Total
Variables
Frequency
Percentage
Drugstore 1
Drugstore 2
Drugstore 3
Drugstore 4
Drugstore 5
Drugstore 6
Drugstore 7
Drugstore 8
Drugstore 9
9
5
38
20
13
9
125
9
10
238
3.8
2.1
16.0
8.4
5.5
3.8
52.5
3.8
4.2
100.0
The data in table 1.5 revealed that the respondents preference in purchasing
medicines is Drugstore 7 which has the biggest market share among the drugstores in
Kidapawan City. This can be justified by the 52.5% of the respondents who prefer to
buy their medicines at this drugstore; this is mainly because Drugstore 7 is a popularly
known drugstore in the country. The very least drugstore that the respondents would
31
prefer to buy their medicines was the Drugstore 2 with only 2.1% of the total
respondents.
Extent of the Respondents Satisfaction on the Services rendered by the
Drugstore
The second research problem is focused on the extent of the respondents
satisfaction regarding the services rendered by the drugstores. These services include:
availability of service, responsiveness of service, reliability of service, completeness of
service, and professionalism of service.
Table 2.1 shows the respondents satisfaction in terms of the availability of
service. As presented, the respondents generally agree that the drugstores satisfy their
pharmaceutical needs (4.18) and provide them with drugs in the quantities they request
(4.12). The drugstores also provide them the proper usage of the pharmaceutical
products (4.13), the service of following up their orders (3.94), the information about the
products when asked (3.92), and a wide variety of pharmaceutical products that covers
all patients needs (3.89). The overall mean is 4.03 described as agree.
32
Table 2.1 Extent the Respondents Satisfaction on the services rendered by the
drugstore in terms of Availability of Service
Variables
Mean
Description
1. I feel that the company satisfies my pharmaceutical needs

regularly.
2. The company provides me with drugs in the quantities I request.
3. The company provides me the proper usage of the
pharmaceutical products.
4. The company provides me with the service of following up my
orders.
5. The company provides me with a wide variety of pharmaceutical
products that covers all patients needs.
6. The company provides me information about the product when I
ask.
4.18
Agree
4.12
4.13
Agree
Agree
3.94
Agree
3.89
Agree
3.92
Agree
OVER-ALL MEAN
4.03
Agree
Range
The
1.0-1.79
1.8-2.59
2.6-3.39
3.4-4.19
4.2-5.0
Scale
Disagree (D)
Agree (A)
Strongly Agree (SA)
Interpretation
data
in
table 2.1 revealed that the respondents experienced a high level of satisfaction in terms
of the availability of service of the drugstores in Kidapawan City These results are
consistent with the research conducted by Jamal (2009) which investigate the effects of
individual perceptions of service quality in creating and enhancing customer loyalty
through customer satisfaction, his results showed that tangible service (availability) is
positively related to customer satisfaction which in turn is positively related to loyalty.
These results also agree with the research conducted by Wu (2006) who examined the
relationship among electronic service quality and customer satisfaction & loyalty. In his
33
results, system availability (availability of service) had a significant effect on achieving
customers satisfaction and loyalty.
Table 2.2 shows the extent of the respondents satisfaction in terms of
responsiveness of service. As presented, the respondents generally agree that the
employees are responsive in handling customers complain (3.82), the pharmacist of the
drugstore provides the information they needed in the shortest possible time (3.81). The
employees are quick to respond to customers satisfaction (3.80), they are responsive
when the customer place an order (3.72), and they provide promotional materials and
offers about their new products (3.42). On the other hand, the respondents somewhat
agree that the manager is available when they wanted to meet him or her (3.27). The
overall mean is 3.64 described as agree.
Table 2.2 Extent of the Respondents Satisfaction in the services rendered by the
drugstore in terms of Responsiveness of service
Variables
Mean Descriptio
n
1. The pharmacist of the company provides me accurate
information about the product I need in a shortest possible
time.
2. The degree of the employees responsiveness when I want
to place an order.
3. The employees are quick to respond to the customers
satisfaction.
4. I am provided with any promotional materials and offers
about their new products.
5. When I wanted to meet the company manager, he/she is
available.
6. The employees are responsive in handling any customer
complains.
3.81
Agree
3.72
Agree
3.80
Agree
3.42
Agree
3.27
Somewhat
Agree
Agree
3.82
OVER-ALL MEAN
3.64
Agree
34
LEGEND:
Range
1.0-1.79
1.8-2.59
2.6-3.39
3.4-4.19
4.2-5.0
Scale
Disagree (D)
Agree (A)
Strongly Agree (SA)
Interpretation
The data in table 2.2 revealed that the respondents experienced a high level of
satisfaction in terms of the drugstores responsiveness of service.
These results are consistent with the research done by Jamal (2009) which
investigated the effect of service quality on achieving satisfaction and loyalty. His results
showed that responsiveness has a direct and significant effect on satisfaction. These
results also agree with the findings of the research study conducted by Li (2002) about
the critical factors of customer satisfaction in the parcel delivery service where he had
the level of significance at 0.05 and found out that the responsiveness of service in
outgoing parcel delivery service is significantly related to customer satisfaction.
Table 2.3 shows the extent of the respondents satisfaction in terms of reliability
of service. As presented, the respondents strongly agree that they are confident in the
medicines offered by the drugstore (4.22). They agree and rely on the items of the
company in order to fulfill their needs, as they trust its effectiveness (4.04), and they are
confident that the products offered by the company are always new and far from its
expiration date (4.03). The company also attends to their orders in the right manner
from the first time they order it (3.92), the employees attitude gives the impression of
35
reliability (3.83), and the employees perform their promises dependably and accurately
(3.67). The overall mean is 3.95 described as agree.
Table 2.3 - Extent of Respondents Satisfaction on the services rendered by the
drugstore in terms of Reliability of Service
Variables
Mean
Description
1. I'm confident with the medicines offered by the company.
4.22
2. I rely on the items of the company in order to fulfill my

needs because I trust its effectiveness.
3. The company attends to my order in the right manner from
the first time I order it from them.
4. The employees perform their promises to their customers
dependably and accurately.
5. Im confident that the products offered by the company are
always new and far from its expiration date.
6. The employees attitude gives the impression of reliability.
4.04
Strongly
Agree
Agree
3.92
Agree
3.67
Agree
4.03
Agree
3.83
Agree
OVER-ALL MEAN
3.95
Agree
Range
The
table
2.3
1.0-1.79
1.8-2.59
2.6-3.39
3.4-4.19
4.2-5.0
Scale
Disagree (D)
Agree (A)
Strongly Agree (SA)
Interpretation
data
in
revealed
that the respondents experienced a high level of satisfaction in terms of the drugstores
reliability of service.
These results are congruent with the results of the research study conducted by
EL Jaam (2005) which evaluated the key drivers of satisfaction with cellular network
performance and quantified the relative order of importance for each of the drivers. In
his results, the reliability of network got an average mean of 3.26 which was accepted in
36
proving the relation between reliability of network and customer satisfaction. Moreover,
these results also agree with Masroujehs (2009) study which stated that reliability of
service has a significant effect on achieving customer satisfaction & delight in the
pharmaceutical market.
Table 2.4 shows the extent of the respondents satisfaction in terms of
completeness of service. As presented, the respondents generally agree on their
feelings that the company searches for new methods to achieve competence in
customer care (3.95), they also feel that the customer service provided by the company
satisfy their needs completely (3.94), and their orders always arrive complete without
any shortages or damages (3.94). The company provides them with information about
the product (3.89), and it searches new methods on how to promote effectively their
products in order to increase the demands for it (3.86), while the sales representatives
explain to the customers the uses and benefits of the products (3.71). The overall mean
is 3.88 described as agree.
Table 2.4- Extent of Respondents Satisfaction on the services rendered by the
drugstore in terms of Completeness of Service.
Variables
Mean
Description
1. My orders always arrive complete without any
3.94
shortages, or damages.
2. The company provides me with information on how to
3.89
administer the drug to the patient and its proper dosage.
3. I feel that the customer service provided by the company 3.94
satisfies my needs completely.
Agree
Agree
Agree
4. I feel that the company always searches for new

methods to achieve competence in customer care.
5. The sales representative explains the benefits and uses
of their products offered.
6. The company searches for new methods on how to
promote effectively their products and to increase the
demand for it.
OVER-ALL MEAN
Range
1.0-1.79
1.8-2.59
2.6-3.39
3.4-4.19
4.2-5.0
Scale
Disagree (D)
Agree (A)
Strongly Agree (SA)
3.95
Agree
3.71
Agree
3.86
Agree
3.88
Agree
Interpretation
The data in table 2.4 revealed that the respondents experienced a high level of
satisfaction in terms of the drugstores completeness of service.
These findings agree with the results of the research study conducted by Li
(2002) about the critical factors of customer satisfaction in the parcel delivery service
where he had the level of significance at 0.05 and found out that the completeness of
service of the outgoing parcel delivery service has a significant relationship with
customer satisfaction. Hence, it was concluded that completeness of service has a
significant effect on achieving customer satisfaction in Parcel delivery service.
Furthermore, these results are also consistent with the results of the research
conducted by Wu (2006) who examined the relationship among electronic service
quality and customer satisfaction & loyalty. In his results, the system completeness of
service (fulfillment) had a significant positive relationship with customer satisfaction and
loyalty.
Table 2.5 shows the extent of the respondents perception in terms of

professionalism of service. As presented, the respondents generally agree that the
employees have knowledge about the products they purchase (4.18), and they feel that
38
the company is open to any improvement regarding its products and services (4.10).
The respondents also agree that the employees of the drugstore have the ability to
handle any of their complaints and find its proper solution (3.99); hence, the companys
work is well organized and satisfies their needs (3.99). The employees are also honest
and sincere in serving them, and they are good listeners (3.97), and exhibit professional
skills (3.90). The overall mean is 4.02 described as agree.
Table 2.5. Extent of Respondents Satisfaction on the services rendered by the
drugstore in terms of Professionalism of Service
Variables
Mean
1. I feel that the companys employees have knowledge

about the products I purchase.
2. The employees of the company have the ability to
handle any customer complaints and find a proper
solution.
3. The companys employees are honest and sincere in
serving their customers and are good listeners.
4. The companys employees exhibit professional skills in
introducing their medicines.
5. The companys work is well organized and satisfies my
needs.
6. I feel that the company is open to any improvement
regarding its products and services.
OVER-ALL MEAN
Description
4.18
Agree
3.99
Agree
3.97
Agree
3.90
Agree
3.99
Agree
4.10
Agree
4.02
Agree
LEGEND:
Range
Scale
Interpretation
1.0-1.79
1.8-2.59
2.6-3.39
3.4-4.19
4.2-5.0

Disagree (D)
Agree (A)
Strongly Agree (SA)

39
The data in table 2.5 indicated that the respondents have experienced a high
level of satisfaction in terms of the drugstores professionalism of service.
These results are consistent with the research study conducted by Weininger
(2005) about consumer satisfaction in primary care provider. His findings proved the
importance of primary care providers professionalism in order to develop trust and
achieve satisfaction. These results also agree with the research of Farra, (2007) which
aimed at recognizing the level of customer Pharmacists satisfaction on sales persons
performance at Palestinian pharmaceutical companies in the Gaza Strip. In his study,
he proved that professionalism had a significant effect on achieving customer
satisfaction.
Moreover, the findings on customer satisfaction in terms of the availability of
service, responsiveness of service, reliability of service, completeness of service and
professionalism of service, in which the customers have experiences a high level of
satisfaction can be supported by Tarasi (2005) who posited that these five variables are
significantly important in the over-all satisfaction, and that the real power of achieving
customer satisfaction lies in these five variables.
Significant Difference in the Perception of the Respondents according to their
Profile
The third research problem is focused on the significant difference in the

perception of the customers when grouped according to their sex, age, year level, major
and drugstores.
40
Table 3.1 presents the data on the significant difference in the perception of the
respondents toward customer satisfaction in terms of sex. As presented, the computed
p-values are .625 for the availability of service, .660 for the responsiveness of service, .
899 for the reliability of service, .319 for the completeness of service, and .421 for the
professionalism of service, all of which are greater than the 0.05 level of significance.
Table 3.1- Significant difference in the perception of the respondents when
analyzed according to Sex
Source of
Sum of
df
Mean
F
p-value
Remarks
Variation
Square
Square
Availability of
Service
Responsivenes
s of Service
Reliability of
Service
Completeness
of Service
Professionalism
of Service
.055
.055
.240
.625
.078
.078
.194
.660
.005
.005
.016
.899
.314
.314
.996
.319
.211
.211
.651
.421
Not
Significant
Not
Significant
Not
Significant
Not
Significant
Not
Significant
The findings in table 3.1 implied that there is no significant difference in the
perception of the respondents on customers satisfaction in terms of sex. This result
agrees with the study conducted by Shank (2002) where he also found out that
customer satisfaction does not differ when respondents are grouped according to sex.
Table 3.2 presents the significant difference in the perception of the respondents
on customer satisfaction when analyzed according to their age. As presented, the
computed p-value of .263 for the availability of service, .436 for the responsiveness of
service, .779 for the reliability of service, .784 for the completeness of service, and .922
41
for the professionalism of service, are all greater than the 0.05 level of significance,
implying that the respondents do not differ in their perception towards customer
satisfaction when analyzed according to age.
Table 3.2- Significant difference in the perception of the respondents when
analyzed according to Age.
Source of
Variation
Availability of
Service
Responsivenes
s of Service
In Reliability of
Service
Completeness
of Service
Professionalism
of Service
Sum of
Square
df
Mean
Square
p-value
.613
.306
1.343
.263
.665
.333
.832
.436
.155
.078
.250
.779
.155
.077
.244
.784
.053
.026
.081
.922
Remarks
Not
Significant
Not
Significant
Not
Significant
Not
Significant
Not
Significant
The findings in table 3.2 are consistent with the study conducted by Morely
(2004) about Customer based satisfaction and dissatisfaction in b2b services, where he
revealed a no significant difference in customers satisfaction when they are grouped
according to age. Moreover Shank (2002) had the same results in her study about
consumers' perception of quality, value, and satisfaction.
Table 3.3 shows the significant difference in the perception of the respondents on
customer satisfaction when analyzed according to year level. It can be gleaned from the
table that, the computed p-value of .059 for the availability of service, .288 for the
responsiveness of service, .971 for the reliability of service, .436 for the completeness
42
of service, and .159 for the professionalism of service, are all greater than the 0.05 level
of significance.
Table 3.3 Significant difference in the perception of the respondents when
analyzed according to Year Level
Source of
Variation
Availability of
Service
Responsivenes
s of Service
Reliability of
Service
Completeness
of Service
Professionalism
of Service
Sum of
Square
df
Mean
Square
p-value
1.692
.564
2.513
.059
1.506
.502
1.262
.288
.075
.025
.080
.971
.864
.288
.911
.436
1.676
.559
1.742
.159
Remarks
Not
Significant
Not
Significant
Not
Significant
Not
Significant
Not
Significant
The result in table 3.3 indicated a not significant remark in all variables; hence, it
implied that the respondents do not differ in their perception on customer satisfaction
when analyzed according to their year level.
Table 3.4 presents the significant difference in the perception of the respondents
on customer satisfaction when analyzed according to their major. As presented, the
computed p-values of .001 for the availability of service, and .028 for the reliability of
service are lesser that the 0.05 level of significance, while the computed p-values of .
102 for the responsiveness of service, .381 for the completeness of service, and .284
for the professionalism of service, are greater than the 0.05 level of significance.
43
Table 3.4 Significance difference in the perception of the respondents when
analyzed according to Major
Source of
Variation
Availability of
Service
Responsivenes
s of Service
Reliability of
Service
Completeness
of Service
Professionalism
of Service
Sum of
Square
Df
Mean
Square
p-value
Remarks
2.937
1.469
6.731
.001
Significant
1.822
.911
2.308
.102
2.196
1.098
3.636
.028
Not
Significant
Significant
.612
.306
.970
.381
.818
.409
1.266
.284
Not
Significant
Not
Significant
The findings in table 3.4 revealed that among the five variables, both the
availability of service and the reliability of service implied a significant difference in the
respondents perception on customer satisfaction when analyzed according to major.
However, it also implied that the responsiveness of service, completeness of service
and the professionalism of service are insignificant indicators of customers satisfaction
when respondents are grouped according to their major.
Table 3.5 shows the significant difference in the respondents perception on

customer satisfaction when analyzed according to drugstore. As shown, the computed
p-values of .030 for the availability of service, .027 for the responsiveness of service, .
019 for the reliability of service, and .021 for the professionalism of service are all lesser
than the 0.05 level of significance; however, the computed p-value of .751 for the
completeness of service is greater than the 0.05 level of significance.
44
Table 3.5 Significant difference in the perception of the respondents when
analyzed according to Drugstores
Source of
Variation
Availability of
Service
Responsivenes
s of Service
Reliability of
Service
Completeness
of Service
Professionalism
of Service
Sum of
Square
Df
Mean
Square
p-value
Remarks
3.841
.480
2.182
.030
Significant
6.821
.853
2.225
.027
Significant
5.536
.692
2.343
.019
Significant
1.614
.202
.631
.751
5.741
.718
2.316
.021
Not
Significant
Significant
Based on the findings in table 3.5, it is revealed that among the five variables,
only the completeness of service is found to be an insignificant indicator for customer
satisfaction. Nevertheless, the availability of service, responsiveness of service,
reliability of service, and the professionalism of service are found to be significant
indicators of customer satisfaction. Therefore, it can be concluded that, there is a
significant difference in the respondents perception on customer satisfaction when
analyzed according to drugstore, but only in terms of the availability of service,

responsiveness of service, reliability of service, and the professionalism of service.
CHAPTER V
SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS
This
chapter
presents
the
summary
of
findings,
conclusions,
and
recommendation about the result of the data analyzed in the previous chapter.
Summary of Findings
1. The BSBA students of NDKC are dominated by female with 75.2% of the
population; majority or 84.5% are at the age bracket of 16-20 years old, and most
of them are third year students taking up Financial Management as their major
field.
2. The respondents experienced a high level of satisfaction in terms of availability of
service (4.03), responsiveness of service (3.64), reliability of service (3.95),
completeness of service (3.88), and professionalism of service (4.02). Based on
the result, the availability of service proves to be the most important variable of
customer satisfaction, while responsiveness of service is considered to be the

least important among the five variables.
3. There is no significant difference in the respondents perception on customer
satisfaction when analyzed according to sex, age, and year level. However, in
terms of the respondents major course, it is found out that the availability of
service and the reliability of service are significant indicators of customer
satisfaction. Moreover, when the respondents are grouped according to their
preferred drugstore, it is revealed that the availability of service, responsiveness
46
of service, reliability of service, and professionalism of service are all important
indicators of customer satisfaction.
Conclusion
On the basis of the preceding findings, the following conclusions are drawn:
1. The respondents experienced a high level of satisfaction on the services
rendered by the drugstores in Kidapawan City, specifically in terms of the
availability of service, responsiveness of service, reliability of service,
completeness of service, and professionalism of service.
2. The respondents do not differ significantly in their perception on customer
satisfaction when analyzed according to sex, age and year level. None the
less, a significant difference in the perception of the respondents towards
customer relation is determined both in the availability of service and the
reliability of service, when it is analyzed according to the respondents major
course. Furthermore, a significant difference in the respondents perception
on customer satisfaction is also observed in the availability of service,
responsiveness of service, reliability of service, and professionalism of
service when they are analyzed according to the respondents preferred

drugstore.
47
Recommendations
In the light of the findings of the study, the researchers recommend that
and to:
1. The management of the drugstores to maintain, if not develop further the
services and products that they are offering to their target clients so that there
will be an assurance of customer satisfaction and loyalty.
2. The employees or staff of the drugstores should be provided with trainings
and seminars, especially on customer relations and proper customer service
in order to insure quality and dependable relations and services towards the
customers.
48
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54
APPENDICES
Marist Brothers
Notre Dame of Kidapawan College
COLLEGE OF BUSINESS ADMINISTRATION
September 2013
Dear Respondents,
We are working on our research entitled CUSTOMER SATISFACTION OF
DRUGSTORES SERVICES AS PERCIEVED BY NDKC-BSBA STUDENTS.
Please help us by answering the questions frankly and honestly. Your response is
essential in order for us to continue our study. Thus, we consider you to be one of the
important aspects of our research.
We understand the hesitation on your part, but REST ASSURED that the responses will
be kept with strict confidentially in accordance with the ethics in business research. In
addition, to set things clear, I assure you that the intention of this activity DOES NOT in
any way look into the flaws nor put you and your organization in bad faith. Rather the
study will look at the whole picture of the customer satisfaction of drugstores
services in Kidapawan City.
Thank you very much for your time and cooperation. We greatly appreciate your help in
furthering this research endeavor.
Sincerely,
The Researchers
55
Questionnaire:
PART I: Demographic Profile
Direction: Pease supply the information requested by checking the box.
1. Sex
Male
Female
2. Age
16 less than 20
21 less than 25
25 and above
3. Year Level
1st Year
2nd Year
3rd Year
4th Year
4. Major
Financial Management
Marketing Management
Human Resource Management
5. Drugstores
Botica Glea
Botica Princess
Mercury Drugstore
Botica Glenda
Generics Pharmacy
Sisons Drugstore
Botica Melanie
MD Drugstrore
Others: _____________
PART II:
Direction: Kindly check the item that corresponds to your answer. The questionnaire is
lifted from Masroujeh (2009).
Descriptive Rating
(SA) Strongly Agree
(A) Agree
(SW-A) Somewhat Agree
Interpretation
which means that the respondent is AMENABLE TO
EVERYTHING expressed in the statement.
56
which means that the respondent is AMENABLE TO
THE MAJOR PART of what is expressed in the
statement.
which means that the respondent NOT SURE OF
WHETHER TO ACCEPT OR TO REJECT what is

expressed in the statement.
(D) Disagree
which means that the respondent is NOT AMENABLE

TO THE MAJORT PART of what is expressed in the
statement.
(SD) Strongly Disagree
which means that the respondent is NOT AMENABLE

TO THE ENTIRE intent of the statement.
Availability of service: (The degree to which I can access the drugstore and their
customer services).
SA A SW-A D SD
1.
I feel that the company satisfies my
pharmaceutical needs regularly.
2.
3.
4.
5.
6.
The company provides me with drugs in the

quantities I request.
The company provides me the proper usage of the
pharmaceutical products
The company provides me with the service of
following up my orders.
The company provides me with a wide variety of
pharmaceutical products that covers all patients
needs.
The company provides me information about the
product when I ask.
57
Responsiveness of service: (The degree to which the drugstores staff reacts promptly
and appropriately).
SA A SW-A D
SD
1.
2.
3.
4.
5.
6.
The pharmacist of the company provides me

accurate information about the product I need in a
shortest possible time.
The degree of the employees responsiveness
when I want to place an order.
The employees are quick to respond to the
customers satisfaction.
I am provided with any promotional materials and
offers about their new products.
When I wanted to meet the company manager,
he/she is available.
The employees are responsive in handling any
customer complains.
Reliability of service: (The degree to which drugstore products are delivered to me in

the right place, right time, and without any damages).
SA A SW-A D
SD
1.
I'm confident with the medicines offered by the
company.
2.
I rely on the items of the company in order to fulfill
my needs because I trust its effectiveness.
3.
The company attends to my order in the right
manner from the first time I order it from them.
4.
5.
6.
The employees perform their promises to their

customers dependably and accurately.
Im confident that the products offered by the
company are always new and far from its
expiration date.
The employees attitude gives the impression of
reliability.
58
Completeness of service: (The degree to which all components of the service are
finished).
SA A SW-A D
SD
1.
My orders always arrive complete without any
shortages, or damages.
2.
The company provides me with information on
how to administer the drug to the patient and its
proper dosage.
3.
I feel that the customer service provided by the
company satisfies my needs completely.
4.
I feel that the company always searches for new
methods to achieve competence in customer
care.
5.
The sales representative explains the benefits and
uses of their products offered.
6.
The company searches for new methods on how
to promote effectively their products and to
increase the demand for it.
Professionalism of service: (The degree to which the drugstore uses suitable
professional behaviors while working with me, such as politeness, respect,
consideration, truthfulness, and friendliness).
SA A SW-A D
SD
1.
I feel that the companys employees have
knowledge about the products I purchase.
2.
The employees of the company have the ability to
handle any customer complaints and find a proper
solution.
3.
The companys employees are honest and sincere
in serving their customers and are good listeners.
4.
The companys employees exhibit professional
skills in introducing their medicines.
5.
The companys work is well organized and
satisfies my needs.
6.
I feel that the company is open to any
improvement regarding its products and services.
Comments:
59
We are very glad that you are able to participate in this endeavor. May I ask you to
please check to make sure that there are no questions or data that are left unanswered
or unfilled up. Thank you.
God bless!

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CUSTOMER SATISFACTION OF DRUGSTORES SERVICES AS PERCEIVED BY

An Undergraduate Thesis Presented to the

In Partial Fulfillment of the Requirements for the

ANALIZA B. VALENCIA, Ed. D.

DAISY P. LABADIA, Ed. D.

EVELYN B. BONGCO, M.A.Ed.

KLEMM RYAN Z. BERNABE, M.B.A.

THE PROBLEMS AND ITS SETTING

Statement of the Problem

Significance of the Study

Scope and Limitations of the Study

REVIEW OF RELATED LITERATURE

Population and Sampling

PRESENTATION, ANALYSIS AND

SUMMARY OF FINDINGS, CONCLUSIONS

Demographic Profile of the Respondents in terms of Sex

The extent of Respondents Perception on the Customer

Satisfaction in terms of Availability of service.

Satisfaction in terms of Responsiveness of service.

Satisfaction in terms of Reliability of service.

Satisfaction in terms of Completeness of service.

Satisfaction in terms of Professionalism of Service.

when analyzed according to Sex.

when analyzed according to Age.

when analyzed according to Year Level.

when analyzed according to Major.

when analyzed according to Drugstores.

THE PROBLEMS AND ITS SETTINGS

Completeness of Service- refers to the degree to which all of the components of

Statement of the Problem

2.1. Availability of Service;

reaction, availability of personnel and alternative communication channels, and return

achieve higher level of customer satisfaction. In other terms, to achieve customer

Significance of the Study

Scope and Limitations

responsiveness of service, reliability of service, completeness of service and

It refers to the quality of being responsive;

reacting quickly; as a quality of people, it involves responding with emotion to people

Completeness of Service. It refers to the quality of being whole or perfect and

REVIEW OF RELATED LITIRATURE

This chapter encompasses the theoretical survey of constructs, facts and

economic and competitive conditions which can in turn have considerable

Li (2002) in his study also concludesthat Responsiveness of

service has a significant effect on achieving customer satisfaction in Parcel

Reliability in the broad sense is the science aimed at prediction, analyzing,

Increasingly, customers are expecting more and better service. As such,

dynamic customer-selected alliance of service partners. In addition to exploring the four

This section presents the research design, research respondents, research

Population and Sampling

Strongly Disagree (SD)

Very low level of satisfaction.

Low level of satisfaction.

Somewhat Agree (SW-A)

Moderate level of satisfaction.

High level of satisfaction.

Very high level of satisfaction.

The researchers observed the following steps in the gathering of data.

3. The researchers distributed the questionnaire to the indentified respondents

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter contains the presentation, analysis, and interpretation of data

Table 1.3 Demographic Profile of the Respondents in terms of Year Level

As revealed in Table 1.4, most of the respondents are taking up financial

1. I feel that the company satisfies my pharmaceutical needs

1. I'm confident with the medicines offered by the company.