CHAPTER 1

INTRODUCTION

Customer satisfaction the company must deliver a superior

product or service quality that will lead the company away from

competitors. Product is an important factor in a business and can be

tangible or intangible goods that will satisfy the needs and the wants

of the customers. Price is the amount of money charged for the

product or service (Serrano 2016) Price is also the amount that

customers give in exchange of benefits of the quality of the product or

service. Distribution is also an important factor in the business; this is

the location where the products are brought from one point to another,

to distribute the product to the customers. One of the main elements

of customer service quality is customer satisfaction and their aim to

buy. It is also one of the considerable strategic weapons for an

organization with developing need to facilitate the service quality.

In this sense, the researchers would like to study how Puregold

is able to satisfy customers and create loyal customers. Specifically,

we would like to know the effect of its Service Quality dimensions to

customer satisfaction.

1
 Service quality reflects the extent to which the delivered level of

service matches the customer‟s expectations. One of the critical tasks

of service companies is service quality management. Quality means

the degree of excellence in service performance. Consumers perceive

the quality of service by expecting the consumption process and by

comparing the experience with their expectations. Whereas, Customer

satisfaction is a term frequently used in marketing. It is measure of

how products and services provided by a company meet or surpass

customer expectation. Customer satisfaction is defined as the number

of customers, or percentage of total customers, who‟s reported

experience with firm, its products, or its services (ratings) exceed

specified satisfaction goals.

BACKGROUND OF THE STUDY

Puregold Price Club Inc. engages wholesale and retail of sales of

food and non-food products in the Philippines. It offers variety of food

products, such as dairy products, meat products, vegetables, fruits

and also cosmetics, clothing, shoes, household chemicals, appliances

and household goods, toys, and sport items. The company operates

Puregold Price Club hypermarkets that offer food and non-food

2
products to retail customers and resellers; Puregold Junior

supermarkets which sell products primarily to retail consumers; and

Puregold Extra discount stores. As of August 26, 2011, it operates

forty-six (46) hypermarkets, nineteen (19) supermarkets, and seven

(7) discount stores in twenty (20) cities and twenty-two (22)

municipalities in Metro Manila and Luzon. The company was founded in

1998 and is based in Manila, the Philippines.

Puregold Price Club, Inc. was incorporated on September 8,

1998 and opened its first Puregold hypermarket store in Mandaluyong

City in December of the same year. In 2001, it began its expansion by

building two (2) additional hypermarket stores in Manila and

Paranaque. It also launched its loyalty program, which was eventually

renamed as “Tindahan ni Aling Puring” in 2004. Between 2002 to

2006, Puregold continued its expansion at an average of three (3) new

stores every year and established operations in North and South

Luzon. In 2008, Puregold was recognized by Reader‟s Digest Asia as

the “Most Trusted Brand” in supermarket category. To expedite market

coverage, a new format called “Puregold Jr. Supermarket” was

introduced in the 4th quarter of 2008. By mid of 2009, the Company

3
gained market leadership, being the second largest hypermarket and

supermarket retailer in the Philippines in terms of net sales. By 2010,

it was already operating 62 stores, and launched another format

called, “Puregold Extra”. In the same year and henceforth, Puregold

was recognized by Retail Asia Pacific as one of the top 500 retailers

among the 14 economies of the region.

This study will focus on one branch of Puregold, which is

Puregold Jr. Pandacan. According to Mr. Gerald Legaspi, Store Officer

of Puregold Jr. Pandacan, the opening of the store was on December

10, 2011. It was located at 2900 J. Zamora St, Brgy. 851, Zone 093,

Pandacan Manila. It has a total area of 1,072 sq m. In 2016 and 2017,

their store was one of the sales target achiever awardee.

Mr. Legaspi said that their store always has a long queue from

the cashier; it is because of many customers but lesser in cashiers.

Therefore, they need more cashiers to accommodate their customers.

Also, he said that many customers are complaining about their

employees who have rude behaviors when assisting their customers.

4
THEORETICAL FRAMEWORK

Figure 1.1: Theoretical Framework

The above figure shows the relationship between customer satisfaction

and service quality. The author presented the situation that service

quality is a focused evaluation that reflects the customer‟s perception

of Reliability, Assurance, Responsiveness, Empathy, and Tangibility

while Satisfaction is more inclusive and influenced by perceptions of

service quality, products quality and price, as well as the situational

factors and personal factors. (Wilson, et al., 2008 p.78)

5
Customer Loyalty - It is the result of consistently positive emotional

experience, physical attribute-based satisfaction and perceived value

of an experience, which includes the product or services.

Product Quality - Means to incorporate features that have a capacity

to meet consumer needs and wants, and gives customer satisfaction

by improving products and making them free from any deficiencies or

defects.

Price - A value that will purchase a finite quantity, weight, or other

measure of a good or service.

Personal Factors - The Personal Factors are the individual factors to

the consumers that strongly influence their buying behaviours.

Service Quality - In its simplest form it is a product of the effort that

every member of the organization invests in satisfying customers. In

its broadest sense it is defined as superiority or excellence as

perceived by the customer.

Situational Factors - Also known as external factors these are

influences that do not occur from within the individual but from

elsewhere, like the environment and others around you.

6
RESEARCH PARADIGM

Service Quality
Customer
 Responsiveness
 Assurance
Satisfaction
 Tangibles
 Empathy
 Reliability

Figure 1.2: Conceptual Framework

The paradigm of this study presents the two variables which are

Independent and Dependent. Independent variables are service

quality, assurance, tangibles, empathy, and reliability. The Dependent

variable is Customer Satisfaction.

All variables are connected in Service Quality and Customer

Satisfaction. Responsiveness is the willingness to help customers

and to provide prompts service which also captures the motion of

flexibility and ability, and to customize the service to customer‟s

needs. Assurance defined as employee‟s knowledge and courtesy and

the ability of the store and its employees to inspire trust and

confidence. Tangibles are the

7
appearance of physical facilities, equipment, personnel and

communication materials. Empathy is defined as the caring,

individualized attention that the store provides its customers.

Reliability is to perform the promised service dependably and

accurately.

RESEARCH PROBLEM

This study aimed to answer the research question: What are the

effects of service quality towards customer satisfaction at Puregold Jr.

Pandacan?

HYPOTHESIS OF THE PROBLEM

Ho: Service Quality has no significant effect to customer satisfaction

at Puregold Jr. Pandacan.

Ha: Service Quality has significant effect to customer satisfaction at

Puregold Jr. Pandacan.

8
SCOPE AND DELIMITATION

The study was conducted within 2900 J. Zamora St, Brgy 851

Zone 093 Pandacan, Manila and the respondents were its residents

who are customers of Puregold Jr. Pandacan. Total respondents are 30

persons. The study only covers the regular customers of Puregold Jr.

Pandacan. This study considered the customers within the age 18

years old and above.

OPERATIONAL DEFINITION OF TERMS

These sections list down key terms and variables used in the

study and their operational definition:

Customer Satisfaction - It is a measure of how the service quality

by the company meets or surpasses customer expectation.

Customer Service - is doing things to satisfy a purchaser needs. This

may be before, or during, or after the purchase. A major part of

customer service is helping if the merchandise is broken or not

working properly. These situations are usually covered by a customer

service policy.

9
Reliability - Ability to perform the promised service dependably and

accurately.

Responsiveness - Willingness to help customers and provide prompt

service.

Assurance - Knowledge and courtesy of employees and their ability to

convey trust and confidence.

Empathy - Caring and attention to customers

Tangibles - Appearance of physical facilities, equipment, personnel

and communication materials.

Regular Customer - A person who purchases products or services

from a person or visits frequently. Visits Puregold at least once a

week.

SIGNIFICANCE OF THE STUDY

The result or outcome of this study will help the following:

Business owners. This study is important for the management, for

them to assess and improve their services, because they can use the

data that we provide.

10
Customers. This study will capture the impact to the customers of

Puregold Jr. Pandacan. They will get to share their shopping

experience.

Future researchers. This study might help the future researchers

who are going to deal with a study related to this topic. All the data

that we provided will be useful for them.

11
 REFERENCES

JOURNAL

Agbor, Jenet Manyi (2011), The Relationship between Customer

Satisfaction and Service Quality: A study of the three service
sectors in Umea School of Business

ONLINE

Company Profile:
Link: http://primer.comph/business/2017/03/05/born-out-of-
concern-and-turbulent-times-puregold/

Puregold:
Link:http://www.puregold.com.ph35198.253.209/indexphp/our-
business/

12
 CHAPTER 2

REVIEW OF RELATED LITERATURES

This chapter presents a review of related literature and students

about factors affecting customer satisfaction which the researchers

find the relevant to the study.

FOREIGN STUDIES

Customer Satisfaction

Customer satisfaction is a term frequently discussed in

marketing because it is normally used as a key performance indicator

of many businesses. It is a measure of how products and services

supplied by a company meet or exceed customer expectation.

Customer satisfaction along with customer loyalty is becoming a

paramount factor in the businesses for their long- and short-term

survival. According to Gronholdt (2000), customer expectation is the

base for customer satisfaction. When performance of any organization

meets or exceeds the expectation, customers will be satisfied and they

are likely to repurchase and recommend the product to others.

13
 Accordingly Engel (1990) satisfaction is defined as the outcome

of the subjective evaluation that the chosen alternative meets or

exceeds expectations. Kotler (2013), defined customer satisfaction as

a person‟s feeling of pressure or disappointment that result from

comparing a product‟s perceived performance or outcome to the

expectation. Gronholdt (2000), defined customer satisfaction as

perception of customers towards products or services. Customer

satisfaction is measured as the number of customers, or percentage of

total customers, which reported an experience with a firm, its

products, or its services that exceed specified satisfaction goals.

Customer satisfaction in the service industry is driven by a

variety of latent factors such as service quality, technical and

functional quality of service, service scope, services after the sales,

empathy, physical, environment, facilities, store image, store location,

store atmosphere, price, reliability, waiting time, customer

relationship, technology, employees involvement, interactive support,

deliberation and commitment, etc. The core of this discussion has been

given to identify the relationships between these constructs.

14
Therefore, a central idea of the reported literature is examining a

limited subset of the direct effects on customer satisfaction.

According to Hasemark and Albinsson (2004) cited in Singh

(2006:1) “satisfaction is an overall attitude towards a product provider

or an emotional reaction to the difference between what customers

expect and what they actually receive regarding the fulfillment of a

need”. Kotler (2000);

Hoyer and MacInnis (2001) also define satisfaction as a

person‟s feelings of pleasure, excitement, delight or disappointment

which results from comparing a product‟s perceived performance to his

or her expectations. Satisfaction means the contentment one feels

when one has fulfilled a desire, need or expectation. Furthermore,

Customer satisfaction can be a measure of how happy customers are

with the services and products of a supermarket.

Keeping customers happy is of tremendous benefit to

companies. Satisfied customers are more likely to stay loyal, consume

more and are more likely to recommend their friends to the business.

15
 According to Ciavolino and Dahlgaard (2007) suggest that

“customer satisfaction can be defined as the overall evaluation of the

service performances or utilization.” Customer satisfaction can also be

measured using some questions like, considering all your experience of

company X, how satisfied are you in general on a scale from

completely satisfied to dissatisfied?

Another question could be to what degree did company X fulfill

your expectations? On a scale of much less than expected to much

more than expected? (Ryan 1995). According to Hoyer and MacInnis

(2001) satisfaction can be associated with feelings of acceptance,

relief, excitement and delight. Furthermore, Zairi (2000) says that

many studies have viewed the impact of customer satisfaction on

repeat purchase, loyalty and retention and they have all echoed

concern that customers who are satisfied are most likely to share their

experiences with other people with regards to about five to six people.

Additionally, this research is supported by La Barbera and Mazarsky

(1983) who also imply that satisfaction influences repurchase

intentions whereas dissatisfaction is seen as a primary reason for

customer defection or discontinuation of purchase.

16
 According to Hoyer and MacInnis (2001) they also say that

dissatisfied customers can choose to discontinue purchasing the goods

or services and engage in negative word of mouth. Since a lot of

research has been performed in the field of customer satisfaction,

many definitions have been formulated as to what Customer

satisfaction entails. However, for the purpose of this paper while

defining satisfaction, we refer to the customer‟s satisfaction with the

stores which they visit often, with respect to ICA Supermarket

Atterdags, ICA Nära and Coop Forum supermarkets/ hypermarket.

According to McGoldrick & Ho (1992); Walters & Knee (1989),

store offer comprises of four dimensions which are store merchandise,

trading format, customer service and customer communication each of

which is evaluated differently by consumers.

They further state that merchandise refers to quality and price of

the products carried by the store. Similarly, the trading format consists

of elements like location, layout and atmosphere. Lastly, customer

service includes the level of assistance provided by the retailer, the

speed of service and friendliness of staff. Customer satisfaction can be

achieved by improving service quality.

17
 According to Ciavolino and Dahlgaard (2007) contend that

service quality is the measure of service levels based on the attributes

of the core product. Such attributes include facility layout display of

products, clean environment, clear labeling. Other attributes can be

location, process queue management, waiting time, express

checkouts, and supermarket operation hours, delivery time, additional

services like parking, parent & baby facilities, and loyalty membership

cards, Product variety of groceries, durability, merchandise quality and

merchandising.

Customer Service

According to Wirtz, Chew and Lovelock (2013) Customer-defined

standards and measures of service quality can be grouped into two

broad categories: “Soft” and “hard”. Soft standards and their

measures are those cannot easily be observed and must be collected

by talking to customers, employees, or others. As noted by Valerie

Zeithaml and Mary Jo Bitner, soft standards “provide direction,

guidance, and feedback to employees on ways to achieve customer

satisfaction and can be quantified by measuring customer perceptions

and beliefs.” SERVQUAL is an example of a complex soft measurement

18
system, and we will discuss a variety of customer feedback tools later

this chapter.

Hard standards and measures are characteristics and activities

that can be counted, timed, or measured through audits. Such

measures may include how many telephone calls were dropped while

customers were on hold, or the temperature of particular patients

made a complete recovery following a specific type of surgery.

Organizations that are known for excellent service make use of both

soft and hard measures. These organizations are good at listening to

both their customers and their customer contact employees.

LOCAL STUDIES

Customer Satisfaction

Customer satisfaction presents a versatile cross channel metric

to gauge the retailer‟s strengths and weaknesses from the customers

point of view. Since satisfaction drives behavior, a more thorough

understanding of what drives multi-channel shoppers satisfaction will

give retailers the insights they need to influence customer behavior in

the short term and long term. In this way, customer satisfaction is

19
harnessed to become a driving force in sales growth and increasing

loyalty where each channel is optimized to meet the customer„s need

and exceed their expectations. Customer satisfaction is a driving force

in sales growth, increased loyalty and a strong multi-channel strategy

where each channel is optimized to meet customers need (Customer

Satisfaction, 2005). Since higher income customers have more choices

to evaluate, they tend to have higher expectations of services. This

could cause them to be less satisfied than their lower income

counterparts who may have fewer alternatives from which to choose,

and they may take longer to commit to a firm even if satisfied. As a

result, it is proposed that: The relationship marketing impact on

satisfaction is greater for lower income customers than for higher

income customers. The impact of satisfaction on loyalty is greater for

lower income customers than for higher income customers

(Relationship Marketing Management, 2008). A positive memorable

customer service experience is what it takes in attaining customer

patronage and loyalty to be the best retail store committed to

providing exceptional customer service for a memorable Experience

that fosters customer loyalty is their vision. Giving excellent external

customer service is only possible when there is excellent internal

20
customer service. Internal customer service refers to the well-being

and positive group dynamics of staff who can work together to help

the shoppers. Service stems from service providers.

Furthermore, Briones (2007) made a study about “Leadership

Styles of Managers and Job Satisfaction of Employees at Metro Lipa”

and they noted that good working relationship of the workers with

their supervisors accomplished by the manner by which the managers

handle the workers. More than anything else, a peaceful relationship

with co-workers and superiors can mean more satisfaction.

Lucas (2012) claimed that enhancing customer satisfaction as a

strategy for retaining customers is a big factor for many customers in

remaining loyal. In an own organization, efforts could be a deciding

factor in customer ratings for the quality of service rendered. Building

good relationship in order to increased customer satisfaction is

valuable, because it can lead to repeat business the key to keeping a

business productivity and profitable.

According to De Castro‟s (2007) noted that the time it takes for

an employee to response to a customer„s request is same as the

promptness of the employee in entertaining request or help. Moreover,

21
Perdigon (2008) indicates that in putting up any food service or

lodging facility, one of the major factors to be considered is the safety

and welfare of not only the guests and customers but also of the

employees working in that establishment. People should be made

aware of emergency procedures and safety measures to prevent

accidents and worse, death. Lastly, concern for the environment

should be very much prioritized because the well-being of the people

would not mean anything if the environment that they live in is in poor

condition. Moreover, Marasigan, (2010) encouraged the employees of

the company to be more consistent in their behavior, attitude and

performance in dealing with customers.

Moreover, educational plan for etiquette course should be

provided to enhance the affinity of service personnel and to build the

image of excellent service personnel in order to enhance consumers‟

willing of purchase. Aguba (2008) indicated that efficient and constant

supervision of the employee must be observed to maintain the good

impression of the customer. Further, it indicated that customer„s

evaluation should be considered to obtain service improvement. Food

Court operator may encourage their employees to be more productive

22
and motivate them to attend to customer‟s need, request and

complain.

Customer Service

Professor Angelita Ong Camillar-Serrano (2001) said that

Customer Service is the act of taking care of the customer‟s needs by

providing and delivering professional, helpful, high quality service

assistance before, during and after the customer‟s requirements are

met. A customer service strategy consists of the following:

A vision for customer service – Communicating the customer

service vision is an important first step in service strategy. Employees

need to understand their role in meeting the needs for customers and

how their work contributes to the vision.

Assessing customer needs - It is important to find out what the

customer needs and expects. There are several approaches to

soliciting customer feedback. It can be done by using customer

comment cards, satisfaction surveys or focus groups.

23
 Hiring for service – Successful organizations has figured out how

to hire service-oriented employees. This is done by screening potential

candidates that have a natural tendency for service.

Organizational goals for customer service - Customer satisfaction

should be measured against identified customer needs. There should

be measurable customer satisfaction goals, and employees should be

aware of those goals so they can help the organization achieve its

service objective.

Customer service training – Every business should developed

customized employee training that expresses the organization‟s

approach to service.

Employee accountability – Employees should be held accountable

for the organization‟s customer satisfaction goals. Achieving these

goals should be a cultural norm that is incorporated into the

performance management process.

24
 Josiah Go in Fundamentals of Marketing (2001), with increasing

competition characterized by technological innovation capable of

removing product differentiation almost overnight, companies and

organizations not providing excellent customer service as their value-

added differentiating attribute will be left behind. While product quality

is important, it is nothing compared to market advantage. One way

market advantage can be achieved is having excellent service quality.

As most companies would aim for the same excellent customer service

quality goals, companies must be innovative and pioneering to make

their service stand out in the market place. Unfortunately, many

salespeople are only after sales without realizing the impact of leaving

customers without the benefit of service behind

25
 REFERENCES

Books

Jochen Wirtz, Patricia Chew and Christopher Lovelock (2013),

Essentials Services Marketing 2nd edition.

Josiah Go, Fundamentals of Marketing in the Philippine Setting

Prof. Angelita Ong Camillar-Serrano, DBA, (2001), Principles of
Marketing

Richard E. Winder (2006), (Research in the History of Economic

Thought and Methodology, Volume 18 Part 2) Emerald Group
Publishing Limited, pp.309 – 334

Online

Customer Satisfaction:

Link: https://www.researchgate.net/publication/304502315 A
Review of Literature on Service Strategies for Customer
Satisfaction and Customer Loyalty in Store Supermarkets

Customer Service:

Link: John R. Commons, (2000), The definition of price, in (ed.)

American Economics (Research in the History of Economic
Thought and Methodology, Volume 18 Part 2) Emerald
Group Publishing Limited, pp.309 – 334 Richard E. Winder,
J.D., M.B.A.

26
Customer Service:

Link: https://www.emeraldinsight.com/doi/abs/10.1016/S07
43-4154%2800%2918155-6

Local studies retrieved from:

Link: http://research.lpubatangas.edu.ph/wp-
content/uploads/2015/04/APJARBA-2015-1-001-Customer-
Satisfaction-on-the-Quality-Services-of-one-Department-Store-
in-Batangas-City.pdf

27
 CHAPTER 3

METHODOLOGY

This chapter focused on the research design used and research

method use in the study.

Methodology is an important part of research it is way to

systematically and logically solve a problem.

RESPONDENTS

The respondents of this study were those who purchased at

Puregold Jr. Bustillos. The researcher‟s respondents were people within

the premises of 400 S. Figueras St. Cor. Lardizabal St., 415, Manila.

SAMPLING TECHNIQUE

The sampling technique that will use the researchers of this

study is Purposive sampling technique to get the most appropriate

respondents for the research.

The respondents who would accomplish the survey -

questionnaire given by the researchers must be the following:

28
 1. A regular customer of Puregold Jr. Pandacan

2. At least 18 years old and above

The researchers assumed that these respondents‟ criteria are

qualified and give reliability to the information that will be gathering

because the respondents have purchased and experienced the service

given by the Puregold Jr. Pandacan.

SAMPLE SIZE

There are thirty (30) respondents for this study. The

respondents were the reliable source of information for the research

that researchers conducted.

INSTRUMENTATION

In this section the researchers discussed the instrument used in

gathering the data needed for the study.

The researchers used survey questionnaire on their instrument

for the study with a liked scale format to ensure the effective ranking

of the factors that influence Customer satisfaction. The researchers

developed the questionnaire to identify if the variables considered are

Responsiveness, Assurance, Empathy, Tangibles and Reliability.

29
 The questionnaire has three parts; the first part of the

questionnaire is about the demographic profile of the customer. The

second part of the questionnaire focused on the statements about

variables of the effect of

Service Quality that influence the customer satisfaction of

Puregold Jr. Pandacan. The third part of the questionnaire focused on

the overall Customer Satisfaction of the respondents.

VALIDITY AND RELIABILITY

The researchers used the research paradigm for their study as a

basis in making the questionnaire. The questionnaire was submitted

and validated first by the College of Accountancy and Business (CAB)

professors, before it was distributed to the respondents. The first part

of the questionnaire is about the demographic profile of the customer.

The second part of the questionnaire focused on the statements about

variables of the effect of Service Quality that influence the customer

satisfaction of Puregold Jr. which are responsiveness, assurance,

tangibility, empathy, and reliability. The third part of the questionnaire

focused on the overall Customer Satisfaction of the respondents.

30
PROCEDURE

Questionnaire Administration

The researcher has conducted a one day survey or data

gathering inside Puregold Jr. Pandacan at Brgy. 851 Zone 093

Pandacan Manila. The researcher asked the consent of prospective

respondents to participate in the survey. After which, the qualifying

question were then delivered. Once confirmed they were all given the

survey questionnaire.

To ensure the validity and reliability of the answer given by the

respondents, the researchers let them accomplish the questionnaire

without their supervision.

Data Gathering

The observation of the respondents about Service quality of

Puregold Jr. Pandacan. The researchers used both primary and

secondary data. As primary data, the researchers interviewed the

Store Officer, which is Mr. Gerald Legaspi. The observation of the

researchers about Service Quality, feedbacks and suggestions were

gathered by

31
answering the survey questionnaire. For the secondary data, the

researchers used the internet to look for the related literature and

other information for the study.

The primary data helped the researchers to cope up a wide

range of information that they can use to their study. While the

secondary data is to helped them support their study.

DATA PROCESSING

The researchers used Frequency Distribution, Percentage, and

Arithmetic Mean for the collection and manipulation of the data to

produce meaningful information.

1. Frequency Distribution

A frequency distribution was used by the researchers to arrange

the data according to observation and to help the researchers to better

understand the data.

A frequency distribution is intended to show how many instances

are there for the value of each variable.

32
 2. Percentage

The percentage presents the distribution for the

respondents and the variables used in the study.

It uses this formula:

P= f/n x 100

Where:

P= Percentage

f = Frequency

n= Number of respondents

3. Arithmetic Mean

The Arithmetic mean is a mathematical representation of

the typical value of a series of numbers, computed as the sum of

all numbers in the series divided by the count of all number in

the series.

It follows this formula:

WA=TW/N

33
 Where:

WA= Weighted Average

TW= Total Weight

N= Total number of Respondent

Table 3.1: Likert Scale

Mean Verbal Interpretation

5.00-4.50 Strongly Agree

4.49-3.50 Agree

3.49-2.50 Neutral

2.49-1.50 Disagree

1.49-1.00 Strongly Disagree

34
4. ANOVA

5. ANOVA is a statistical test which analyzes variance. It is helpful in

making comparison of two or more means which enables a researcher

to draw various results and predictions about two or more sets of data.

ANOVA test includes one-way anova, two-way anova or multiple anova

depending upon the type and arrangement of the data. One-way

anova has the following test statistics:

Where:

SST = Sum of squares due to treatment

p = Total number of populations

n = Total number of samples in a population.

35
Where:

SSE = Sum of squares due to error

S = Standard deviation of the samples

N = Total number of observations.

36
 CHAPTER 4

RESULTS

This chapter covers the presentation of results of the data

gathered from the survey conducted. Presentation was done through

the use of figure and tabular presentations.

Figure 4.1: Gender of the Respondents

70
60
40% 60%
50
40
30
20
10
0
Male Female

Table 4.1: Gender of the Respondents

Gender Frequency Percentage

Male 12 40%

Female 18 60%

Total 30 100%

37
 Figure 4.2: Age of the Respondents

40.00% 37.00% 37%

35.00%
30.00% 26.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
18-30 years old 31-40 years old 41 years old and
above

Table 4.2: Age of the Respondents

Age Frequency Percentage Rank

18 – 30 years old 11 37% 1.5

31 – 40 years old 8 26% 3

41 years old and 11 37% 1.5

above

Total 30 100%

38
 Figure 4.3: Civil Status of the Respondents

70.00% 63.33%
60.00%

50.00%
36.67%
40.00%

30.00%

20.00%

10.00%

0.00%
Single Married

Table 4.3: Civil Status of the Respondents

Civil Status Frequency Total

Single 11 36.67%

Married 19 63.33%

Total 30 100%

39
 Figure 4.4: Educational Level of the Respondents

60%
50% 50%
50%

40%

30%

20%

10%

0%
High School GraduateCollege Graduate

Table 4.4: Educational Level of the Respondents

Educational Level Frequency Percentage

High School Graduate 15 50%

College Graduate 15 50%

Total 30 100%

40
 Figure 4.5: Occupation of the Respondents

35.00% 33.30%
30.00%
26.70
25.00% 23.30%

20.00% 16.70%

15.00%

10.00%

5.00%

0.00%
Employed Self- employed Unemployed Student

Table 4.5: Occupation

Occupation Frequency Percentage Rank

Employed 10 33.30% 1

Self – Employed 7 23.30% 3

Unemployed 5 16.70% 4

Student 8 26.70% 2

Total 30 100%

41
Figure 4.6: Monthly Income /Allowance of the Respondents

35%
30%
30%
23.40%
25% 20%
20%
13.30% 13.30%
15%

10%

5%

0%

Table 4.6: Monthly Income/ Allowance of the Respondents

Monthly Income / Frequency Percentage Rank

Allowance

Below ₱5,000 9 30% 1

₱5,000-₱10,000 6 20% 3

₱10,001-₱15,000 7 23.40% 2

₱15,001-₱20,000 4 13.30% 4.5

₱20,001-and above 4 13.30% 4.5

Total 30 100%

42
Figure 4.7: Frequency of Visit of the Respondents

60.00%
53.30%
50.00%

40.00%

30.00%

16.70% 16.70%
20.00%
13.30%
10.00%

0.00%
Once a Week Once a Month Twice a Month Others

Table 4.7: Frequency of Visit of the Respondents

Frequency of visit Frequency Percentage Rank

at Puregold Jr.
Pandacan

Once a Week 16 53.30% 1

Once a Month 5 16.70% 2.5

Twice a Month 4 13.30% 4

Others 5 16.70% 2.5

Total 30 100%

43
 Table 4.8: Tangibles

TANGIBLES 5 4 3 2 1 N Mean VI Rank

1. The store is 23 7 0 0 0 30 4.77 Strongly 1.5

clean and the Agree
products are
well
organized.

2. Employees 24 5 1 0 0 30 4.77 Strongly 1.5

are neat and Agree
in complete
uniform.

3. The signage 21 8 1 0 0 30 4.67 Strongly 3

and direction Agree
help me to
find products
I want to
buy.

TOTAL 4.73 Strongly agree

44
 Table 4.9: Responsiveness

RESPONSIVENESS 5 4 3 2 1 N Mean VI Rank

1. Employees 13 15 2 0 0 30 4.37 Agree 1

provides
solutions if I
have concerns.

2. Employees help 13 13 4 0 0 30 4.30 Agree 2

me to answer
my queries.

3. Employees are 14 11 4 1 0 30 4.27 Agree 3

accommodating
and friendly.

TOTAL 4.31 Agree

45
 Table 4.10: Assurance

ASSURANCE 5 4 3 2 1 N Mean VI Rank

1. Employees of 24 6 0 0 0 30 4.80 Strongly 1

Puregold are Agree
knowledgeable
about their
products.

2. Employees of 15 11 4 0 0 30 4.37 Agree 3

Puregold greeted
me warmly with
a smile.

3.I get 15 12 3 0 0 30 4.40 Agree 2

assistance from
the employees
whenever I am
at the store.

TOTAL 4.52 Strongly

Agree

46
 Table 4.11: Empathy

EMPATHY 5 4 3 2 1 N Mean VI Rank

1. Employees 16 12 2 0 0 30 4.47 Agree 2

of Puregold
understand
my specific
needs.

2. Employees 9 17 4 0 0 30 4.17 Agree 3

are attentive
to my needs.

3. Employees 18 10 1 1 0 30 4.50 Strongly 1

are helpful. Agree

TOTAL 4.38 Agree

47
 Table 4.12: Reliability

RELIABILITY 5 4 3 2 1 N Mean VI Rank

1. Puregold 15 15 0 0 0 30 4.50 Strongly 1

consistently Agree
delivers
their
promise
service.

2. I can always 9 17 4 0 0 30 4.17 Agree 3

depend on
the
Puregold‟s
high quality
customer
service.

3. I always 13 12 5 0 0 30 4.27 Agree 2

receive ac
curate
information
from
employees/
staff.

TOTAL 4.31 Agree

48
 Table 4.13: Customer Satisfaction
CUSTOMER 5 4 3 2 1 N Mean VI Rank
SATISFACTION

1. I feel treated 21 7 2 0 0 30 4.63 Strongly 1

as a valued Agree
customer.

2. I have an 14 14 2 0 0 30 4.40 Agree 3

excellent
experience
going to
Puregold store.

3. Puregold 16 13 1 0 0 30 4.50 Strongly 2

satisfies my Agree
expectations.

Total 4.51 Strongly Agree

Table 4.14 Total Weighted Mean

TOTAL WEIGTHED MEAN

MEAN RANK
Tangibles 4.73 1

Responsiveness 4.31 4.5

Assurance 4.52 2

Empathy 4.38 3

Reliability 4.31 4.5

Overall Weighted Mean 4.45

49
 Analysis of Variance

Table 4.15: ANOVA

sheet Tangible Responsiveness Assurance Empathy Reliability Customer

ANOVA Satisfaction
1 4.77 4.37 4.8 4.47 4.5 4.63
2 4.77 4.3 4.37 4.17 4.17 4.4
3 4.67 4.27 4.4 4.5 4.27 4.5

Grand
Total
Size 3 3 3 3 3 3 18 =N
Total 14.21 12.94 13.57 13.14 12.94 13.53 80.33=X
Mean 4.73 4.31 4.52 4.38 4.31 4.51 4.46 = ẍ

Table 4.16: Summary of Data

Source of Sum of Df Mean square F

Variation Square

Between 0.349 5 0.07 3.11

Within 0.282 12 0.024

Total 0.631 17 3.434

50
 Tabular Value F (0.05) = 3.11

 The computed value (3.43) is greater than the tabular value

(3.11) so the null hypothesis is rejected.

 Therefore, there is a significant Effect on the Service Quality at

Puregold Jr. Pandacan towards customer satisfaction.

51
 CHAPTER 5

DISCUSSION

In this final chapter, a summary of findings were outlined

thereby providing answers o the researchers‟ questions. Conclusions

were drawn based from the results of the statistics. Recommendations

were given, as well.

SUMMARY OF FINDINGS

Demographics

Figure 4.1 shows majority of the customers of the Puregold Jr,

Pandacan were female with (18) eighteen respondents representing

60% total of the respondents. There were (12) twelve male

respondents or 40% of the total respondents.

As shown on Figure 4.2 disclosed that the majority of the

customers of the Puregold Jr. Pandacan were ages 18-30 and 41 and

above years old with both eleven (11) respondents representing 37%

of the total respondents. This was followed by the age 31-40 years old

with eight (8) respondents representing 26% total of the respondents.

52
 Figure 4.3 depicts that majority of the customers of Puregold Jr.

Pandacan were married with nineteen (19) respondents representing a

60.30% of the total respondents. This was followed by the Single

status with eleven (11) respondents representing 36.70% of the total

respondents.

Figure 4.4 shows that the customers of Puregold Jr. Pandacan

were High School Graduate and College Graduate with both fifth-teen

(15) respondents representing 50% of the total respondents.

Figure 4.5 indicates that most of the customers of Puregold Jr.

Pandacan were employed with ten (10) respondents representing

33.30% of the total respondents. This was followed by Students with

eight (8) of the respondents representing 26.70% of the total

respondents. Next, were those Self-employed with seven (7)

respondents representing 23.30% of the total respondents. Last were

unemployed with five (5) respondents representing 16.70 % of the

total respondents.

Figure 4.6 shows that the more on the customers of Puregold Jr.

Pandacan have a monthly income or allowance of Below 5.000 pesos

with nine (9) representing 30% of the total respondents. This was

53
followed the monthly income or allowance that ranged 10,001-15,000

pesos with seven (7) representing 23.40% of the total respondents.

Last were those with a monthly income or allowance of 15,001-20,000

and 20,001 and above pesos with four (4) respondents representing

13.30% of the total respondents.

As shown in Figure 4.7 half of the customers of Puregold Jr.

Pandacan were visiting the store Once a Week with sixteen (16)

respondents representing 53.30% of the total respondents. This was

followed by Once a Month and Others with five (5) respondents

representing 16.70% of the total respondents. Last were those visits

Twice a Month with four (4) respondents representing 13.30% of the

total respondents.

Table 4.8 discuss the data gathered for the frequency level of

tangibles of Puregold Jr. Pandacan. The statement “The store is clean

and the products are well organized” and “Employees are neat and in

complete uniform” got the highest rank and a mean of 4.77 verbally

interpreted as Strongly Agree. This was followed by the statement

54
“The signage and direction help me to find products I want to buy”

having a mean of 4.67 and was verbally interpreted as Strongly Agree.

As seen in table 4.9 the frequency level of responsiveness of

Puregold Jr. Pandacan. The data gathered depicts that the statement

“Employees provides solutions if I have concerns” got the first rank

with a mean of 4.37 and a verbal interpretation of Agree. While the

second rank is the statement “Employees are accommodating and

friendly” with a mean of 4.27 verbally interpreted of Agree. The third

rank is the statement “Employees help me answer my queries” with a

mean of 4.3 verbally interpreted of Agree.

Table 4.10 discussed the frequency level of assurance of

Puregold Jr. Pandacan. The statement “Employees of Puregold are

knowledge about their products” got the highest rank and a mean of

4.8 verbally interpreted as Strongly Agree. Second was the statement

“I get assistance from the employees whenever I am at the store”

having a mean of 4.4 verbally interpreted as Agree. The last in the

ranking was

55
the statement “Employees of Puregold greeted me warmly with a

smile” with a mean of 4.37 verbally interpreted as Agree.

Table 4.11 displays the frequency level of assurance of Puregold

Jr. Pandacan. The statement “Employees are helpful” got the highest

rank and a mean of 4.5 verbally interpreted as Strongly Agree. This

was followed by the statement “Employees of Puregold understand my

specific needs” having a mean of 4.47 and verbally interpreted as

Agree. The last in the ranking was the statement “Employees are

attentive to my needs” with a mean of 4.17 and verbally interpreted as

Agree.

Table 4.12 revealed the frequency level of reliability of Puregold

Jr. Pandacan. The statement “Puregold consistently deliver their

promise service” got the highest rank with a mean of 4.5 and verbally

interpreted as Strongly Agree. The second was the statement “I

always receive accurate information from employees or staff” with a

mean of 4.27 verbally interpreted as Agree. The last in the ranking

was the statement “I can always depend on the Puregold‟s high quality

customer service” having a mean of 4.17 and verbally interpreted as

Agree.

56
 Table 4.13 discussed about frequency level of customer

satisfaction of Puregold Jr. Pandacan. The statement “I feel treated as

a value customer.” got the highest rank with a mean of 4.63 and

verbally interpreted a s Strongly Agree. Followed by the statement

“Puregold satisfies my expectations.” having a mean of 4.5 and

verbally interpret as Strongly Agree. The last in the ranking was the

statement “I have an excellent experience going to Puregold store”

with a mean of 4.4 and verbally interpreted as Agree.

Table 4.15 and Table 4.16 presented the computed value (3.43)

is greater than the tabular value (3.11) so the null hypothesis is

rejected. Therefore, there is a significant Effect on the Service Quality

at Puregold Jr. Pandacan towards customer satisfaction.

57
 CONCLUSIONS

Based on the gathered data the researchers, the following

conclusions were drawn:

1. The majority of the shoppers in Puregold Jr. Pandacan Branch

are females ages from eighteen (18) years old to 30 years old,

and forty-one (41) years old and above with a monthly

income/allowance ranging from five thousand (5,000) and

below, and are high school and college graduates and employed.

2. The respondents positively recognized that the Puregold Jr. store

is clean and the products are well organized, having a mean of

4.77.

3. The respondents recognized that the employees are neat and in

complete uniform, having a mean of 4.77.

4. Half of the respondents positively recognized that the employees

of Puregold Jr. Pandacan provide solutions if they have concerns

having a mean of 4.37.

5. A total of twenty-four (24) respondents positively recognized the

employees of Puregold Jr. are knowledgeable about their

products it has a mean of 4.8.

58
6. The result of the survey shows that the employees of Puregold

Jr. are helpful having eighteen (18) respondents and a mean of

4.5.

7. A total of thirteen (13) respondents positively recognized that

the employees of Puregold Jr. Pandacan consistently deliver their

promise service having a mean of 4.5.

8. There are twenty-one (21) respondents felt treated as a valued

customer having a mean of 4.63.

9. There is a significant effect on the Service quality at Puregold Jr.

Pandacan towards Customer satisfaction.

59
 RECOMMENDATION

The following are the recommendations that the researches

would like to propose to the management of Puregold Jr. Pandacan:

1. The researchers suggest to Puregold Jr. Pandacan to put visible

signage and direction.

2. The researchers suggest to the management of Puregold Jr.

Pandacan to have a training or seminar for their employees to

become accommodating and friendly, and for them to always

greet their customers with a smile.

3. The researchers suggest to the management to have a training

for their employees to become attentive to the customer‟s

needs, so they give an excellent shopping experience.

60
 BIBLIOGRAPHY

Books

Jochen Wirtz, Patricia Chew and Christopher Lovelock (2013),

Essentials Services Marketing 2nd edition.

Josiah Go, Fundamentals of Marketing in the Philippine Setting

Prof. Angelita Ong Camillar-Serrano, DBA, (2001), Principles of
Marketing

Richard E. Winder (2006), (Research in the History of Economic

Thought and Methodology, Volume 18 Part 2) Emerald Group
Publishing Limited, pp.309 – 334

Journal

Agbor, Jenet Manyi (2011), The Relationship between Customer

Satisfaction and Service Quality: A study of the three service
sectors in Umea School of Business

Online

Company Profile:
Link: http://primer.comph/business/2017/03/05/born-out-of-
concern-and-turbulent-times-puregold/

Customer Satisfaction:

Link:https://www.researchgate.net/publication/304502315ARevi
ewofLiteratureonServiceStrategiesforCustomerSatisfactionandCu
stomerLoyaltyinStoreSupermarkets

61
Customer Service:

Link: John R. Commons, (2000), The definition of price, in (ed.)

American Economics (Research in the History of Economic
Thought and Methodology, Volume 18 Part 2) Emerald
Group Publishing Limited, pp.309 – 334 Richard E. Winder,
J.D., M.B.A.

Customer Service:

Link:https://www.emeraldinsight.com/doi/abs/10.1016S0743-
4154%2800%2918155-6

Local studies retrieved from:

Link:http://research.lpubatangas.edu.ph/wp-
content/uploads/2015/04/APJARBA-2015-1-001-Customer-
Satisfaction-on-the-Quality-Services-of-one-Department-Store-
in-Batangas-City.pdf

Puregold:

Link:http://www.puregold.com.ph35198.253.209/indexphp/our-
business/

62