July 11 Preliminary Pages 1

CUSTOMER’S EXPERIENCES IN AUTO REPAIR AND MAINTENANCE
SHOP IN ILOILO CITY
Kenan L. Huervana
A Research Proposal
Presented to the Faculty of School of Business and Information
Technology
La Consolacion College Bacolod
In Partial Fulfillment of the

Degree of Bachelor of Science in Business Administration
Major in Marketing Management
June 2022
ii
CERTIFICATION OF APPROVAL
This Thesis titled “Customers Experiences in Auto Repair

Maintenance Shop in Iloilo City,” prepared and submitted by Kenan L.
Huervana, in partial fulfillment of the course requirements for the degree of
Bachelor of Science in Business Administration Major in Marketing
Management, has been examined and approved for Oral Examination.
AIREEN B. GEDORIO, CGSP, PhD

Adviser
Approved by the Panelists for Final Oral Examination with a rating of

PASSED.
MARIANITO M. VITO, PhD RHON DAVE P. SUAREZ, MBA

Panel Member Panel Member
LEILANI C. DUSABAN, MBA

Chairman
Accepted and approved in the partial fulfillment of the requirements for the
degree of Bachelor of Science in Business Administration Major in Marketing
Management.
LEILANI C. DUSABAN, MBA SR. JOAN BC S. INFANTE, OSA

BSBA ETEAAP Program Head ETEEAP Program Director/VPAA
iii
Customer’s Experiences in Auto Repair and Maintenance Shop

In Iloilo City
Kenan L. Huervana
ABSTRACT
The concept of “customer experience” is relatively new, and all different
factors and people involved in delivering a good customer experience require
time to get accustomed to. Today, most auto repair service companies are
exerting effort to provide new services and benefits to customize strategies
according to customer needs and maintain continuous relationships with
customers. This study was conducted to determine the level of Customers
Experience in an Auto Repair Maintenance Shop in terms of service quality,
service benefits, service value, and service trust when taken as a whole and
grouped according to sex and type of service. The respondents of this study
were the customers who availed of the product and services of an auto repair
and maintenance shop. Quantitative research and a descriptive approach
were the methods used the study. The findings revealed that most of the
customers are males, and almost all of the customers availed the periodic
maintenance service as of the type of service and the customer’s level
experience as “Very Good” in the dimensions of service benefits, service
value, and service trust. However, it appears that there is a significant
difference in the quality of service in terms of sex, and not all elements in the
dimensions got a very good result, and there were areas that the Customers'
Experience in Auto Repair Maintenance needs to be addressed.
Keywords: Business Administration, Customers Experiences, Auto Repair,

Maintenance Shop, Quantitative Research, Bacolod City,
Philippines
iv
DEDICATION
This Research Study is sincerely and lovingly dedicated to:
Our God, the Father, our source of strength, wisdom, and for his
everlasting guidance.
To my wife and son, my parents and family, for their patience, trust,
and who have been with me supporting.
To my adviser and all the juries, thank you for the support, pieces of
advice, and for investing their hectic schedules in finishing our research.
Thank you so much for the words of encouragement, for giving me some
advice, and for being there through the end of this chapter.
THANK YOU VERY MUCH, AND GOD BLESS!
The Researcher
v
ACKNOWLEDGMENT
The researcher would like to give recognition to the following people
behind the journey of this research paper.
Our dearest Father God, thank you for the divine protection, strength,
and wisdom and for guiding me throughout our journey in completing my
study.
To my endlessly supportive parents, thank you so much for everything,
for sending us here to school, for supporting us throughout our journey, and
for the trust that you invest in us.
To Dr. Aireen B. Gedorio, my adviser, for relevant advice, genuine
support, and effort and for investing in her busy schedule to help us complete
this study.
To our panel of juries, Ms. Leilani C. Dusaban, Dr. Marianito M. Vito,
Dr. Ismael Haguisan, and Mr. Rhon Dave Suarez, thank you for all the advice
you have given us, for unending support, and for investing your busy
schedules to help us complete the study.
To my company, Isuzu Iloilo Corporation, our Branch Manager, and our
customers who served as this study's respondents, for sharing your time in
answering my survey questionnaire, which helped me with my study.

vi
TABLE OF CONTENTS
Page No.
TITLE PAGE i
APPROVAL SHEET ii
ABSTRACT iii
DEDICATION iv
ACKNOWLEDGEMENT v
TABLE OF CONTENTS vi
LIST OF FIGURES AND TABLES vii
Chapter 1 INTRODUCTION 1
Statement of the Problem 3

Hypothesis 4
Framework 4
Schematic Diagram 6
Scope and Limitation of the Study 7
Significance of the Study 7
Definition of Terms 8
Chapter 2 METHODOLOGY 9
Research Design 9
Respondents of the Study 9
Data Gathering Instrument 9
Validity of the Instrument 10
Reliability of the Instrument 11
Data Gathering Procedure 11
Statistical Treatment of the Data 12
Chapter 3 RESULTS AND DISCUSSION 14
Chapter 4 SUMMARY CONCLUSIONS AND RECOMMENDATIONS 23
REFERENCES
APPENDICES
vii
LIST OF FIGURES AND TABLES
Figure Page
1 Schematic Diagram 6
Tables
1 Customers Experiences in Auto Repair and Maintenance

Shop when taken as a whole 14

Shop when taken as a whole and group according to sex. 16
Shop when taken as a whole and group according to 18
types of service.
4 Significant Difference in the Customers Experiences in

Auto Repair Maintenance Shop when grouped according
to sex. 20
5 Significant Difference in the Customers Experiences in

Auto Repair Maintenance Shop when grouped according
to type of service. 21

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CUSTOMER’S EXPERIENCES IN AUTO REPAIR AND MAINTENANCE

SHOP IN ILOILO CITY

In Partial Fulfillment of the

This Thesis titled “Customers Experiences in Auto Repair

AIREEN B. GEDORIO, CGSP, PhD

Approved by the Panelists for Final Oral Examination with a rating of

MARIANITO M. VITO, PhD RHON DAVE P. SUAREZ, MBA

LEILANI C. DUSABAN, MBA

LEILANI C. DUSABAN, MBA SR. JOAN BC S. INFANTE, OSA

Customer’s Experiences in Auto Repair and Maintenance Shop

The concept of “customer experience” is relatively new, and all different

factors and people involved in delivering a good customer experience require

exerting effort to provide new services and benefits to customize strategies

according to customer needs and maintain continuous relationships with

customers. This study was conducted to determine the level of Customers

Experience in an Auto Repair Maintenance Shop in terms of service quality,

and maintenance shop. Quantitative research and a descriptive approach

maintenance service as of the type of service and the customer’s level

experience as “Very Good” in the dimensions of service benefits, service

value, and service trust. However, it appears that there is a significant

Experience in Auto Repair Maintenance needs to be addressed.

Keywords: Business Administration, Customers Experiences, Auto Repair,

This Research Study is sincerely and lovingly dedicated to:

and who have been with me supporting.

THANK YOU VERY MUCH, AND GOD BLESS!

The researcher would like to give recognition to the following people

behind the journey of this research paper.

and wisdom and for guiding me throughout our journey in completing my

To my endlessly supportive parents, thank you so much for everything,

for the trust that you invest in us.

To Dr. Aireen B. Gedorio, my adviser, for relevant advice, genuine

To our panel of juries, Ms. Leilani C. Dusaban, Dr. Marianito M. Vito,

schedules to help us complete the study.

To my company, Isuzu Iloilo Corporation, our Branch Manager, and our

answering my survey questionnaire, which helped me with my study.

Statement of the Problem 3

Chapter 3 RESULTS AND DISCUSSION 14

Chapter 4 SUMMARY CONCLUSIONS AND RECOMMENDATIONS 23

LIST OF FIGURES AND TABLES

1 Customers Experiences in Auto Repair and Maintenance

2 Customers Experiences in Auto Repair and Maintenance

4 Significant Difference in the Customers Experiences in

5 Significant Difference in the Customers Experiences in

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