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CHAPTER 1 Introduction Internet has become a world-widely used communication tool nowadays.

It is a global system of interconnected computer networks that use the standard Internet protocol suite (often called TCP/IP, although not all applications use TCP) to serve billions of users worldwide. It is a network of networks that consists of millions of private, public, academic, business, and government networks, of local to global scope, that are linked by a broad array of electronic, wireless and optical networking technologies. The Internet carries an extensive range of information resources and services, such as the inter-linked hypertext documents of the World Wide Web (WWW) and the infrastructure to support email. Internet is a short form of the technical term internetwork, the result of interconnecting computer networks with special gateways or routers. The Internet is also often referred to as the Net. The term the Internet, when referring to the entire global system of IP networks, has been treated as a proper noun and written with an initial capital letter. In the media and popular culture, a trend has also developed to regard it as a generic term or common noun and thus write it as "the internet", without capitalization. Some guides specify that the word should be capitalized as a noun but not capitalized as an adjective. In order to connect to the internet, one must have an electronic device such as Computers, Laptops or Smart Mobile Phones (Internet ready). But having one of these is not enough to surf the web. There must be an existing internet network where he/she is. The Wireless Fidelity (WIFi) is one example of this. It is a popular technology that allows an electronic device to exchange

data wirelessly using radio speed Internet connections.

waves

over

a computer

network,

including

high-

Throughout the world, Wi-Fi is gaining ground because of the fact that it is wireless, fast and easy to use. At the rate it is growing, it is now the most widely adopted form of networking worldwide. Generally, Wi-Fi refers to any type of wireless network based on the IEEE (Institute of Electrical and Electronic Engineers) 802.11 standard. IEEE is a non-profit technical professional organization and is considered as a leading authority in technical areas such as computer engineering and telecommunications, among others. Many establishments such as restaurants, shopping malls, or hotels nowadays are Wi-fi ready. In Metro Manila, shopping malls like Shoe Mart (SM), Robinsons, etc. are equipped with this kind of technology. Even hotels, motels and the like also include this in their service. It is perhaps a marketing tool in attracting customers. It may be because these establishments see that Wi-Fi/Internet connection has been understood as a need of their target markets.

BACKGROUND OF THE STUDY Customer satisfaction is a measure of how products and services supplied by a company can meet the customers expectations. Customer satisfaction is still one of the single strongest predictors of customer retention. Its considerably more expensive to attract new customers than it is to keep old ones happy. In a climate of decreasing brand loyalties, understanding customer service and measuring customer satisfaction are very crucial. There is obviously a strong link between customer satisfaction and customer retention. Customer's perception of Service and Quality of product will determine the success of the product or service in the market. With better understanding of customers' perceptions, companies can determine the actions required to meet

the customers' needs. They can identify their own strengths and weaknesses, where they stand in comparison to their competitors, chart out path future progress and improvement. Customer satisfaction measurement helps to promote an increased focus on customer outcomes and stimulate improvements in the work practices and processes used within the company. Customer expectations are the customer -defined attributes of your product or service you must meet or exceed to achieve customer satisfaction. There are many reasons why customer expectations are likely to change over time. Process improvements, advent of new technology, changes in customer's priorities, improved quality of service provided by competitors are just a few examples

STATEMENT OF THE PROBLEM Competent management in any business organization especially in food establishments should be able to spell the difference between success and failure to attain its objectives and goals and even survival. In relation to this, this study is intended to investigate and assess the level of customer satisfaction on free Wireless Fidelity (Wi-Fi) access of bars, coffee shops, and restaurants particularly in BF Homes Sucat, Paraaque city. Specifically, this study seeks to answer the following questions: 1. What are the characteristics of the respondents in terms of: a) age b) gender c) civil status d) occupation e) electronic gadgets that they have

2. How often do respondents go to the bars, coffee shops, and restaurants and use its free Wi-Fi service? 3. Is there a significant relationship between the respondents customer satisfaction on the following areas? a) availability b) speed of signal c) strength of signal d) ease of access 4. a.) Do the respondents experience problems on the free Wi-Fi access in the following areas? b.) Is there a significant relationship between the respondents customer satisfaction on the personnel in handling or resolving the problems? a) availability b) speed of signal c) strength of signal d) ease of access 5. Is there a significant relationship between the respondents overall customer satisfaction on the free Wi-Fi access of bars, coffee shops, and restaurants when they are grouped according to?: a) age b) gender c) civil status d) electronic gadgets that they have

6. In what area/s do the respondents want bars, coffee shops, and restaurants with free Wi-Fi access to improve? a) availability b) speed of signal c) strength of signal d) ease of access

HYPOTHESES In order to address the aforementioned problems, this study adopts the following hypotheses: Customer Satisfaction of the respondents in the free Wi-Fi access of bars, coffee shops, and restaurants in BF Homes, Sucat Paraaque City H1 SCOPE AND LIMITATIONS This was mainly concerned with the assessment of customer satisfaction on free Wi-Fi access of bars, coffee shops, and restaurants in BF Homes, Sucat Paraaque. BF Homes is a gated upper middle class subdivision. It has a land Area of 765 hectares. Sprawling across not only a sizable portion of Paranaque City, but also parts of adjoining cities of Las Pias and Muntinlupa. The subdivision has more than 12,000 households with an estimated 75,000 residents. BF Homes has a larger population than many municipalities and even some cities in the Philippines

e.g. the Municipality of Pateros (pop. 62,000) in Metro Manila and Vigan City (pop. 47,000) in Ilocos Sur.

BF Homes, Paraaque Map This study covered the profile of the respondents from BF Homes Sucat, Paraaque City: any gender, age, civil status, etc. The limitations are only those residents of the said area who have internet gadgets such as laptops, smartphones and the like and are often patronizing any food establishment will be chosen as respondents of this study.

SIGNIFICANCE OF THE STUDY Profit maximization is the highest goal a business firm wishes to obtain. Primarily, the way to measure the companys profitability is to determine its sales volume. In order to achieve

this, management has to understand its marketing efforts sales-response function, its movements, and its effects. Finally he must be able to make decisions under these variables. This study is expected to provide benefits to the following: The bar, coffee shop, or restaurant owners in BF Homes Sucat, Paraaque. That they will be able to have thorough analysis on the level of satisfaction of their customers with regards to free Wi-Fi access. This may also help them in improving their service as far as Wi-Fi is concern. The customers of bars, coffee shops, and restaurants. That they will be guided on the trends of those bars, coffee shops, and restaurants particularly those which are engaged in free Wi-Fi service. Future researchers. As source of secondary data and as a help and guide by providing reliable information and insights in formulation of possible future research areas and problems. To the authors. Who may be employed in any bar, coffee shop, or restaurant in the food industry when they eventually enter the marketing world.

THEORETICAL FRAMEWORK This study is based on the theory of Albrecht and Zemke that there are four elements which must be considered in producing services. These are the customer, people, strategy, and the system.

Albrecht and Zemke explained that service should always be customer-centered. People are the employees of the service firm. The strategy is the vision or philosophy which is used to guide all aspects of system and procedures, and the outcome of the system is the physical system and procedures which are used. The paradigm in the figure (see next page) illustrates that the line from the customer satisfaction to the strategy indicates that the strategy should put the customer first, by meeting the true needs of the customer. Management should know the primary needs of the customers. Also, the company must communicate the service strategy to the customers. The line from customer satisfaction to system indicates that the system procedures and equipment should be designed with the customer in mind. The customer satisfaction-to-personnel line indicates that everyone should be customer-driven, not only the operations people who deliver the service, but all the people in the organization. If people do not serve the customer directly, they should be serving someone, even the accountants, computer people, and engineers or the internal customer inside the organization. People are the most important element in delivering superior service. The outside lines in the figure also have a meaning. The people-to-system line indicates that people depend on the system to deliver good service. Service system should be designed to be simple, fast, and foolproof to operate. The system-to-strategy line indicates that the system should follow logically from the strategy. Finally, the strategy-to-people line indicates that everyone in the organization should be aware of the strategy.

Service

Customer Satisfaction

Systems & Procedures

Personnel

A Paradigm Showing the Factors Affecting Customer Satisfaction

CONCEPTUAL FRAMEWORK

INPUT Bars, Coffee Shops, and Restaurants free Wi-Fi access availability Speed of Signal Strength of Signal Ease of access

OUTPUT Customer Satisfaction PROCESS o Surveys o Assessment

The figure shows the relationship between the independent variables or the input and the independent variable or the output. The researchers include bars, coffee shops, and restaurants free Wi-Fi access availability and so as the other features such as Wi-Fi speed and strength of signal, and ease of access as stimuli to customer satisfaction. The researchers intend to determine how each of the independent variable affects the level of satisfaction of the customer on free WiFi service of bars, coffee shops, and restaurants in BF Homes, Sucat Paraaque. To realize this, the researchers will then conduct surveys, make statistical analysis based on the survey and assessment of the results.

DEFINITION OF TERMS Internet. It is a computer network consisting of a worldwide network of computer networks that use TCP/IP network protocols to facilitate data transmission and exchange. Wireless Fidelity (Wi-Fi). It is a local network that uses high frequency radio signals to transmit and receive data over distances over a few hundred feet; uses Ethernet protocol. Customer. Someone who pays to avail certain goods and services. He/she is the one who gives his custom or trade; also called as buyer, purchaser, client, guest, etc.

Needs. Psychological feature that arouses an organism to action toward a desired goal; the reason for the action; that which gives purpose and direction to behavior. Wants. The state of demanding something that is absent or unavailable. It is a specific feeling of desire of anything that is essentially needed or not. Customer Satisfaction. The number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals. Wi-Fi Availability. Answers the questions: How many hours do the bars, coffee shops, and restaurants offer the free Wi-Fi access? Is it offered for 24 hours? Is it available in the morning/afternoon only? Or is it accessible throughout the store hours? Wi-Fi Speed of Signal. The ability of the bars, coffee shops, or restaurants to render free Wi-Fi service with an exceptional rate of speed. Wi-Fi Strength of Signal. The ability of the bars, coffee shops, or restaurants to render free Wi-Fi service with an exceptional strength of signal regardless of the number of customers utilizing the free service. Ease of Access. The level of effort required in order to find something, or gaining access to something in order to use it. It answers the question: How are the customers going to avail or use the free Wi-Fi service?

CHAPTER 2 Review of Related Literature and Studies This chapter presents related literature and studies relative to the present study. The researchers made use of books, magazines, and unpublished thesis and other technical reports on the subject of the research. The materials reviewed covered areas focusing on customer satisfaction.

LOCAL LITERATURE According to Reyes, customer satisfaction was the key area where the fate of all businesses would inevitably be determined. Customers were the lifeblood of any company and if not given proper attention and meaning they can go elsewhere. Loyalties of customers for the company and customers satisfaction of company were really the hardest part of marketing management. Ragon stated that ensuring good customer relation essentially went with putting premium on the basic manufacturing and dealer repair process that would make every customer completely satisfied. The companies that are positioned to earn superior profits today have learned to give us quality as the customer defines it. Only companies with that kind of commitment to listen and serve can consistently produce delighted customers. And only by delighting customers can you produce robust and growing surplus decade after decade.

According to Carmelita Miranda and Gregorio Miranda, customer, regardless of how they may be classified, are the rationale for which businesses exist. It has also been said and must be stressed that the satisfaction of the customers wants and needs is the very reason behind all production and in order to enable management to make important decisions directed to the satisfaction of his wants and needs. The needs and want of consumers must be given not only preferential attention but satisfaction if it is possible under any given circumstances. This accounts for the much talked about sovereignty of consumers, that he is king whole rights must be understood and respected. The customers are: 1. the most important people in any business; 2. not dependent on us. We are dependent on them; 3. not an interruption of our work. They are the purpose of it; 4. doing us a favor when they come in. we are not doing them a favor by serving them; 5. a part of our business, not outsiders; 6. not just a statistic. They are flesh and blood human beings with the feeling and emotions like us; 7. people who come to us with their needs and wants. It is our job to fill them; 8. deserving of the most courteous and attentive treatment we can give them; and the lifeblood of every business. Without them we would have to close our doors. Josiah Go explained that quality is conforming to customers specifications, measured through customer satisfaction and not self-gratification. The needs and wants of the customers must, therefore, be identified to determine quality levels, as different segments of consumers may have different needs and wants. He also said that some companies would even go beyond satisfying customers. They would aim to delight and surprise customers with services that were

never expected. But, simply selling a product to customers is not marketing. There must be consistent repeat purchases. The concept of SUKI (Continuity Marketing) reflects customer loyalty, a reliable way of evaluating customers satisfaction. In the case of consumer durables or industrial products where repeat purchases come after a long period of time, indicators like spare parts sales, replacement purchases, cross selling, service maintenance contracts, new projects and referrals, whichever is appropriate for a particular industry, can be used to gauge customer satisfaction in place of repeat purchases. Continuous customer patronage, however, may not necessarily reflect customer satisfaction or loyalty. For one, the switching cost may force customers to continue doing businesses with a firm and temporarily prevent them from patronizing competitive brands. It does not make sense to target 100% customer satisfaction because a firm must take cost of satisfying into consideration. 100% customer satisfaction that will result to the firm going down-under is simply not a sustainable idea. Go further discussed that quality, therefore, is an important competitive weapon that can result in increased market shares for the firm. We defined quality as conforming to customers specifications, measured through customer satisfaction and not self-gratification. A framework about customer satisfaction that Josiah Go uses and often shares with colleagues is presented below:
Strategic Customer Satisfaction Management Internal Customer External Customer

Customer Satisfaction Framework

People in any company must realize that customer satisfaction is the job of everybody. They must know what and how to make things easier for the customers and meet customers expectations. Willingness however, is the more difficult part! It is therefore important for marketers to match the buyer and the seller process to ensure good customer satisfaction. FOREIGN LITERATURE According to Richard Y. Chang, gaining and keeping customer loyalty through customer satisfaction efforts starts with activities along the organizations internal chain of events. Each of these internal events, or processes, overlaps each other at the hand-off points between internal customers, producers, and suppliers. The goal of any customer-satisfaction effort should be to improve external satisfaction levels by first improving internal customer relationships. One of the key ingredients for determining and managing customer satisfaction, both inside and outside the organization, is feedback. Customer feedback speaks in many voices from a whisper to a shout. If the manager hasnt set up a system of communication with his/her customers, he/she may not have a means of recognizing and interpreting the warning signs of low satisfaction levels. Instead he/she may see end results, such as: reduced sales, high rates of customer turnover, and so on. Low satisfaction levels end up costing his/her organization money in two ways: (1) loss of revenue from former customers, and (2) investment in advertising, marketing, and sales efforts required to replace their business. While the manager could consider these signs a type of customer feedback, they arent exactly the type of feedback thats best for his/her organization. To maintain customer satisfaction, he/she must manage the customer feedback loop.

Chang also elaborated that vital to creating and maintaining customer loyalty is the knowledge needed to capture that seemingly elusive prey.

Satisfaction

Effective Feedback Management

Customer Loyalty

Customer loyalty is the result of satisfaction and effective feedback management inside and outside of the organization. It is more than just a concept it can be measured in dollars and cents. Chang also added that making customer satisfaction a premium would be important if it only affected the revenue end of the organizations scale. It is significantly important when the manager realizes that a lapse in customer satisfaction can cost him/her more than lost business. Chang also discussed the six-step model that directs the manager and his/her team toward the fulfillment of his/her goal customer satisfaction. It begins with measuring external customer satisfaction and ends with measuring the results of the managers actions. 1. Measure External Customer Satisfaction 2. Map the Internal Chain 3. Locate the Critical Links 4. Analyze the Critical Links 5. Resolve Critical Link Issues 6. Evaluate Changes Newman stated that service mix can be defined as a winning combination of tangible an intangible attributes that can create customer satisfaction. Marketing mix is the combination of the product mix and service mix, all directed at providing customer satisfaction.

Webster said that quality equals customer satisfaction. Quality then is meeting and exceeding customer expectations. Therefore there is customer satisfaction when customer expectations are met and exceeded. To find out whether a company is effective in its business is to ask its customers whether it is effective. The purpose of organizing a business is to create satisfied customers, profit is only a reward. According to Sashkin, quality is also viewed as the customers concern because it is they, who determine the quality of the product or service. Expectations are unique to every customer, however, these expectations basically concern two aspects of service: the technical and the functional. The technical aspect refers to the manufacturing interface while the functional aspect refers to the delivery of the service. It is the functional aspect that is determined by research to be the most important. Brown said that to find out whether customer expectations are met and exceeded, customer feedback is necessary. There are many ways with which a company can get feedback from customers. One of these is through comment cards. However, this is found to be inadequate since only angry customers or customers especially delighted of the service would take time to fill out the cards. Thus, these do not provide a representative sample. The better way to get information on the level of customer satisfaction is by doing a survey by mail, telephone, in person, or in focus group. Based on Drummond, Customer Satisfaction Survey is a data collecting tool that focuses on the customers perception of products/services. This allows a closer look at or a study of whether a representative sample of customers perceives a companys products or services as

meeting their expectations or exceeding them. This is a tool for soliciting feedback from customers on aspects of service delivery which are important to them. The objective of customer satisfaction survey is to find out the levels of satisfaction of a representative number of customers on products and services offered by a company. More importantly, the focus is on perceptions and behaviors of customers towards both the tangible and intangible aspects of the business or the technical as well as the functional aspects of service delivery. Data are gathered through the design of questions focused on the tangibles (also known as hard information). Examples are the increase in volume of sales or increase in productivity. The questions also focused on the intangibles, such as reliability, credibility, and competence of those responsible for the delivery of the service. According to Crego and Schiffrin, customer-centered organizations have several keydefining characteristics. They Practice TLC which does not mean tender loving care, but thinking like a customer. These organizations think of customers not company; problems not product; satisfactions not service. They see the customer as their primary asset. They recognize that they real assets are not the balance they have in the bank, not their rolling stock, nor their inventory, but their customer base. They realize that if the company loses its customers, all of their other assets can disappear very quickly. Consequently, they do lifetime value calculations for their key customers and do everything they can to capture that full value. Customer-centered organizations also define their business purpose as customer satisfaction. They concentrate not on what they do but also on managing the customers expectations and experience to promote satisfaction.

Michael E. Porter stated that the degree of competition in an industry hinge on five forces: the threat of new entrants, the bargaining power of suppliers, the threat of substitute products or services, and the bargaining power of customers. Note that the bargaining power of customers becomes stronger as the number of substitute products or services increases. Thus, in the end it is only the customer who determines the product and service the company must deliver. A company cannot decide whether its product has quality, only its customers can. The creative energies of the company must be focused on how to satisfy the customer better than its competitors do. Hill defines customer satisfaction specifically as a measure of how an organizations total product performs in relation to a set of customers expectations. On the other hand, a more detailed characterization is supplied by Howard and Seth; to them, customer satisfaction is the cognitive state of the buyer about the appropriateness or inappropriateness of the reward received in exchange for the service experienced. In addition, Kondo said that customer satisfaction is the final target of total quality management, and as such, many attempts have been made at its measurement. None of the identified definitions is considered official since customer satisfaction is a very broad subject matter, to the point that people from different fields have a preconceived notion that shape up or limit how they view customer satisfaction. Customer satisfaction is often defined as a measure of how products and services supplied by a company are able to meet or even surpass customer expectation. (Gitman and Mc Daniel) It is also considered as an overall evaluation of a firms product rather than a particular individuals evaluation of a particular transaction. (Vukmir) In addition, according to Anderson,

measuring the overall customer satisfaction should be a more fundamental indicator of the firms performance due to its links to behavioral and economic consequences. Moreover, customer satisfaction is a more specific, short-term form of evaluation as compared to that of other measurable components in a company (Iacobucci, Ostrom, Grayson). LOCAL STUDIES Castaeda studied the relationship between customer satisfaction and employee satisfaction on salons in Metro Manila. She found out that out of the five (5) employee satisfaction indicators, namely general satisfaction, communication, organizational leadership, corporate culture, and compensation and benefits, only general satisfaction has a significant effect on customer satisfaction. Among the five (5) employee satisfaction indicators, only general satisfaction and communication yielded a positive relationship while organizational leadership, corporate culture and compensation benefits yielded a negative relationship. The results of the analysis tell that among the five (5) employee satisfaction indicators, communication, organizational leadership, corporate culture and compensation and benefits are not predictors of customer satisfaction. Sabio concluded that utilizing the latest innovation such as the Automated Teller Machine (ATM) provides convenience and satisfaction by satisfactorily meeting the needs and expectations of customers. She also cited that a very high degree of satisfaction level was attained in delivering banking services as performed by the ATM at any time and place, thus more customers are availing services. Begino concluded that public and private offices utilize information technology resources to improve and provide quality service to customers. Information technology resources also

provides satisfaction and introduces new products and new markets and utilizing IT provides timely and accurate data that also lowers the operational processes and at the same time provides a user-friendly environment. Martirez, in his study on Promotions Mix and the Broadcast Industry found out that among the four types of products offered by the broadcast industry, primetime was most saleable and the least saleable was the special events. Advertising and public relations are found to be effective and a very high level of satisfaction was delivered by clients from primetime programs. Victoria and Paragua made a study entitled Measuring Adherence to the FSC Standards of a Fast Food Chain Using Service Quality Model. They concluded that the positive ratings obtained in all of the dimensions of service quality indicated that the fast food outlet in their study is successful in providing and maintaining the quality of service its customers require and expect. The long queue of customers shows that the food choices the outlet offer are well liked

by the Filipino people and has indeed captured their taste. Cleanliness was obviously observable as dedicated crews were assigned round the clock for the upkeep of the outlet. Remiscal cited that there is a strong need for an organized effort to guide and assist prospective industries in the choice of technologies that go along the particular stage of customer satisfaction on a firm. Such roles as the selection, transfer and adaptation of technology will no doubt have a far-reaching result in accelerating customer satisfaction.

FOREIGN STUDIES In the study of Varki about the new strategies and methodologies in customer satisfaction, he found out that as market matures and gets increasingly realizing the value of retaining their existing customers. Hence, firms were increasingly expending effort to satisfy their customers and to implement programs that track their customers satisfaction well. In the study of Rapp about the customer satisfaction through service quality, he found out that customer satisfaction was achieved by a companys overall performance. The performance dimensions could be distinct as product quality, service quality, relationship quality and price elements. The unique characteristics of service did affect the factors that were critical for new service success. The findings also indicated that the determinants of success vary dependently on overall contingency factors. Thus, designing the new service type of the life cycle stage in which the service would be introduced should maximize the likelihood of new service success. According to Charlebois, together the customer, service worker, and service organization manager control the service process, act out the service behavior, or consume the service as it occurred thereby casting each constituent is a crucial role. Through their interactions, each constituent developed discrete perceptions of each other, however, these perceptions were never precisely aligned. Discrepancies in perceptions were a foundation for miscommunication and conflict which can lead to ineffective policies, inappropriate behavior from any of the constituents and ultimately to lower levels of customer satisfaction. Organizational and relationship factors were also considered when studying customer satisfaction, since differing characteristics in each of that were often overlooked. In addition in

evaluating their direct relationship with customer satisfaction, these factors were thought to influence constituent perceptions making their indirect impact on customer satisfaction even more significant. In relation to any business organization, it is important to spell out clearly and effectively the policies and objectives involved in achieving customer satisfaction. Proper relationships must start within the company, from the highest position up to the lowest position to correct such discrepancies. According to Malthouse, customer satisfaction studies that examine the dependence of overall satisfaction with a product or service on various specific features of the product or service are common. His study gives empirical results from the newspaper and healthcare industries that show that the nature of the dependence can vary substantially across subunits (stores, markets, etc.) of an organization. For one subunit, some specific type of satisfaction may be a strong predictor of overall satisfaction while for another subunit the same specific type of satisfaction may have little or no relationship to overall satisfaction. In such cases the organization may need different strategies for different subunits. Moreover, these results indicate the need for richer theoretical hypotheses including more variables. In cases where the drivers of satisfaction vary across subunits, this paper shows how to include additional variables in the model to account for such variation. For example, customers of a health insurance provider have different utilities for medical quality and cost depending on whether the customer has an HMO, PPO, or POS plan. One would expect that predictors of customer satisfaction would vary across organizational units in some instances, but not in others. He provided illustrations of situations

where there is no significant variation across subunits as well as situations where such variation exists. In the case where this variation is present, the results obtained in this research provide evidence for such variation and a means by which to analyze data from a set of such organizational units. Mohammad Rafiqul Islam made a study entitled A Context Analysis of Customer satisfaction in Services. He examined selected elements, which have influence on customer satisfaction in services. The investigation is conducted both from a theoretical and empirical point of view. The theoretical analysis considers four dimensions. The first dimension is concerned with the service company's internal services, which have an indirect influence on the overall customer satisfaction. It focuses on internal services which involve an analysis of operations, processes, and activities which influence the behavior of employees within service companies, e.g. internal marketing decision making processes, management styles, communication patterns, empowerment, and employee motivation. The second dimension deals with the external value and therewith the relation between service providers and their customers. It focuses on issues of strategic service marketing relating to customer satisfaction, e.g. service marketing mix, service delivery, and service encounter. The third dimension takes the concept of service quality into account which corresponds to the level of customer satisfaction. Service quality is determined by the following criteria: Analogy between the customer's expectation and his actual perception of the service performance. The service company's knowledge of their customer's needs and expectations.

Creation and implementation of service quality standards in line with customer's expectations. The match between intended and actual service delivery. Analogy between the service company's image and the actual service performance.

The concept of service quality is then evaluated on several dimensions, which are the tangibles, reliability, responsiveness, assurance, and empathy of service companies. The fourth dimension of the theoretical part deals with the main consequences when obtaining satisfied customers- customer loyalty and long time profitability. The theoretical findings are further supplemented by an empirical analysis emphasizing internal service operation, the service product and development, service quality, service recovery, and customer loyalty within different service branches. The empirical research reveals that service companies in different service branches demonstrate significant differences concerning the elements in question. Mostaghel made a study entitled Customer Satisfaction: Service Quality in Online Purchasing in Iran. The purpose of her study is to rank the online service quality dimensions through Iranian customers perspective in online retailing sector and aim to describe how different environments could affect preferences of service quality factors. Theoretically, her study extends the knowledge body of service quality and customer satisfaction by enriching the Iranians preferences in online retailing sector, and based on existing theories, her study tested five key service quality dimensions in online retailing context.

According to Lodenius, customer satisfaction measurement was explored and evaluated both from a broader perspective and also with regard to how it applies to the public or road sector. An overview of how customer satisfaction is formed and how customer perception can be measured is also provided for anyone who is not familiar with the field from before. The results from the study may provide insights to road administrations with regard to how other road authorities are capturing the attitudes and views of the road users and how a CSM program can be formed or improved. She also said that there is a growing need to learn how to communicate properly with the public and how feedback and results from undertaken customer satisfaction measurements should affect decision-making processes and improvement in road conditions and levels of service. Increased focus on the road users and their satisfaction and needs are issues that will remain as important topics in the future as well.

CHAPTER 3 Research Methodology This chapter discussed the design and procedures undertaken by the researchers during the conduct of the study. It presented the Research Method Used, Research Locale, Description of the Respondents, Instrumentation, Data Gathering Procedures, and Statistical Treatment of Data.

RESEARCH METHOD/DESIGN USED This study made use of the descriptive research method which is designed for the researchers to gather information about present existing conditions needed in the chosen field of study. Descriptive research answers the questions: who, what, when, where, and how. Although the data description is factual, accurate and systematic, the research cannot describe what caused a situation. Thus, descriptive research cannot be used to create a causal relationship, where one variable affects another. In other words, descriptive research can be said to have a low requirement for internal validity. The description is used for frequencies, averages, and other statistical calculations. Often the best approach, prior to writing descriptive research, is to conduct a survey investigation. Qualitative research often has the aim of description and researchers may follow-up with examinations of why the observations exist and what the implications of the findings are. Descriptive research is a fact finding study with adequate and accurate interpretation of the findings. It describes with emphasis what actually exists such as current conditions, practices, situations, or any phenomena. Since the present study or investigation was concerned on the

assessment of the customer satisfaction on free Wi-Fi access of bars, coffee shops, and restaurants in BF homes Sucat, Paraaque City, the descriptive method is the most appropriate method to use.

RESEARCH LOCALE Since the main essence of the study requires a location which there is a sufficient number of bars, coffee shops, and restaurants, the researchers have chosen to conduct the study in BF Homes Sucat, Paraaque. The said area is a subdivision which has an ideal number of bars, coffee shops, and restaurants. The area was also accessible to the researchers.

THE RESPONDENTS

Sample and the Sampling Technique The researchers used the Non-Probability Sampling Technique in choosing the samples of the study. Specifically, they used the Convenience and Snowball Sampling techniques. Convenience sampling is a non-probability sampling technique where respondents are selected because of their convenient accessibility and proximity to the researchers.

The respondents are selected just because they are easiest to recruit for the study and the researchers did not consider selecting respondents that are representative of the entire population. In all forms of research, it would be ideal to test the entire population, but in most cases, the population is just too large that it is impossible to include every individual. This is the reason why the researchers rely on convenience sampling, the most common of all sampling techniques.

The researchers preferred this sampling technique because it is fast, inexpensive, easy and the respondents are readily available.

The researchers also used the Snowball sampling. It is a non-probability sampling technique used to identify potential respondents in studies where respondents are hard to locate. Researchers used this sampling method because the sample for the study is very rare or is limited to a very small subgroup of the population. This type of sampling technique works like chain referral. After observing the initial respondent, the researcher asks for assistance from the respondent to help identify people with a similar trait of interest.

The process of snowball sampling is much like asking your subjects to nominate another person with the same trait as your next subject. The researcher then observes the nominated subjects and continues in the same way until the obtaining sufficient number of subjects.

In the selection of the sample, the researchers considered the age, gender, occupation, and even the civil status of the customers in bars, restaurants, and coffee shops in BF Homes Sucat, Paraaque. In totality, there are 100 respondents used as samples for the study.

RESEARCH INSTRUMENTATION This study made use of questionnaires and interviews in gathering responses from the respondents. A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents.

The questionnaire used in this study consists of two parts. The first part contains the demographic data or the profile of the respondents including the age, gender, occupation, civil status and the electronic gadget that they possess. The second part deals with questions related with the satisfaction rate of the customers.

DATA GATHERING PROCEDURE The researchers were able to gather data that are used in the study using the following step by step procedure: 1. The researchers developed and produced questionnaires to serve their intended respondents. 2. They disseminated the questionnaires to the respondents and let them answer the questionnaires. 3. The researchers asked for assistance from the selected respondents to help identify people with the same interest. 4. The results have been tallied and tabulated according to the frequency of items checked by the respondents. 5. The results of the technique used in the data gathering were used by the researchers in order for them to arrive at the interpretation of the study.

STATISTICAL TREATMENT OF DATA The data collected in this study were organized and classified based from the research design and problems formulated. The date were coded, tallied and tabulated to facilitate the interpretation of results using frequency and percentage distributions and chi-square test of association.

Frequency and Percentage Distribution The formula used in the application of this technique is:

Where: P = Percentage f = Number of respondents n = Number of cases

Chi-Square Test of Association The formula used in the application of this technique is:

Where: x2 = Chi-Square E = Expected Frequency in the corresponding category O = Observed Frequency in each category

CHAPTER 4 Presentation, Analysis, and Interpretation of Data This chapter presents the data gathering of the study, analysis of the gathered data, and interpretation of the results from the conducted survey. Problem 1: What are the characteristics of the respondents in terms of: a) age b) gender c) civil status d) occupation e) electronic gadgets that they have

Demographic Profile of the Respondents Table 1.1 Age of the Respondents Age 16-20 21-25 26-30 31-35 36-above Total No. of Respondents 19 26 31 10 14 100 Percentage 19% 26% 31% 10% 14% 100%

Figure 1.1

Age of the Respondents

16-20 21-25 26-30 31-35 36-above

The Table and Figure 1.1 show the age range of the respondents. Majority (31%) of the respondents belong to the 26-30 age range. The 21-25 year olds comes next which comprises 26% of the total respondents. The lowest percent goes to 36 year olds and above which only comprises 14% of the total sample population.

Table 1.2 Respondents Gender Gender Male Female Total No. of Respondents 56 44 100 Percentage 56% 44% 100%

Figure 1.2

Respondents' Gender

Male Female

The Table and Figure 1.2 illustrate the percentage and frequency distributions of the respondents gender. They show that the majority (56%) of the respondents is male and the rest are females (44%).

Table 1.3 Respondents Civil Status Status Single Married Total No. of Respondents 71 29 100 Percentage 71% 29% 100%

Figure 1.3

Respondents' Civil Status

Single Married

Table and Figure 1.3 present the frequency and percentage distribution of the respondents civil status. The table and figure show that the majority of the respondents are single while the minority is married. The frequency is distributed to 71% single and 29% married. Table 1.4 Respondents Occupation Occupation Housewife Nurse Restaurant Crew Self-Employed No. of Respondents 1 13 3 5 Percentage 1% 13% 3% 5%

Student Unemployed Government Employee Office Worker Teacher CPA Manager Call Center Agent Engineer IT Total

21 4 6 10 11 7 5 12 1 1 100

21% 4% 6% 10% 11% 7% 5% 12% 1% 1% 100%

Figure 1.4

Respondents' Occupation
Housewife Nurse Restaurant Crew Self-Employed Student Unemployed Government Employee Office Worker Teacher CPA Manager

Table and Figure 1.4 show the frequency and percentage distribution of the respondents according to their occupation. Out of 100 respondents, 21 are students (21%) which are the majority, 13 are nurses (13%), 12 are call center agents (12%), 11 are teachers (11%), 10 are office workers (10%), 7 are certified public accountants (7%), 6 are government employees (6%), 5 are managers (5%), 4 are unemployed (4%), 3 are self-employed (3%), 1 is housewife (1%), 1 is Engineer (1%), and 1 is an IT officer (1%). Table 1.5 Respondents Electronic Gadget Electronic Gadget Laptop Wi-Fi Ready Mobile/Smartphones PSP iPad/Tablet Total 7 16 100 7% 16% 100% No. of Respondents 41 36 Percentage 41% 36%

Figure 1.5

Respondents' Electronic Gadget


Laptop Wi-Fi Ready Mobile/Smartphones PSP iPad/Tablet

Table and Figure 1.5 illustrate the frequency and percentage distribution of the respondents electronic gadgets that they use in availing the free Wi-Fi service. Out of 100 total sample population, 41 respondents use laptop (41%), 36 use Wi-Fi ready mobile/smartphones (36%), 16 have iPad/Tablet (16%), and 7 use Play Station Portable (7%). Problem 2: How often do respondents go to the bars, coffee shops, and restaurants and use its free Wi-Fi service? Table 2.0 Respondents Frequentness in Using Free Wi-Fi Access Frequentness Everyday Thrice a week Twice a week Once a week Once a month Twice a month Total No. of respondents 9 17 27 35 21 1 100 Percentage 9% 17% 27% 35% 21% 1% 100%

Figure 2.0

Respondents' Frequentness in using the Free Wi-Fi Service


Everyday Thrice a week Twice a week Once a week Once a month Twice a month

Table and Figure 2.0 present the frequency and percentage distribution of the respondents according to how often they go and utilize the free Wi-Fi access of bars, coffee shops, and restaurants. 35 or the majority of the sample population said that they do it once a week (35%), 27 said twice a week (27%), 21 said once a month (21%), 17 said thrice a week (17%), 9 said everyday (9%), and 1 said twice a month (1%).

Problem 3: Is there a significant relationship between the respondents customer satisfaction on the following areas? a) availability b) speed of signal c) strength of signal d) ease of access

Table 3.1 Satisfaction on Availability, Speed of Signal, Strength of Signal, and Ease of Access
Availability No. of Respondents Very Satisfied Satisfied Dissatisfied Very Dissatisfied Total 15 66 16 3 100 Percentage 15% 66% 16%% 3% 100% Speed of Signal No. of Respondents 15 54 26 5 100 Percentage 15% 54% 26% 5% 100% Strength of Signal No. of Respondents 14 51 30 5 100 Percentage 14% 51% 30% 5% 100% Ease of Access No. of Respondents 18 56 23 3 100 Percentage 18% 56% 23% 3% 100%

Figure 3.1a Customer Satisfaction on Availability


Very Satisfied Satisfied Dissatisfied Very Dissatisfied

Figure 3.1b Customer Satisfaction on Speed of Signal


Very Satisfied Satisfied Dissatisfied Very Dissatisfied

Figure 3.1c Customer Satisfaction on Strength of Signal


Very Satisfied Satisfied Dissatisfied Very Dissatisfied

Figure 3.1d Customer Satisfaction on Ease of Access


Very Satisfied Satisfied Dissatisfied Very Dissatisfied

Table and Figures 3.1 present the frequency and percentage distribution of the level of customer satisfaction in terms of availability, speed of signal, strength of signal, and ease of access. Under availability, 15% is very satisfied, 66% is satisfied, 16% is dissatisfied, and 3% is very dissatisfied. In the speed of signal, 15% is very satisfied, 54% is satisfied, 26% is satisfied, and 5% is satisfied. In terms of strength of signal, 14% is very satisfied, 51% is satisfied, 30% is dissatisfied, and 5% is very dissatisfied. And under the ease of access, 18% is very satisfied, 56% is satisfied, 23% is dissatisfied, and 3% is very dissatisfied.

Hypothesis Testing Step 1. Statement of the null (H0) and alternative (H1) hypothesis

H0 There is no significant relationship between the respondents customer satisfaction on the availability, speed of signal, strength of signal, and ease of access. H1 There is a significant relationship between the respondents customer satisfaction on the availability, speed of signal, strength of signal, and ease of access.

Step 2. Statistical Treatment Chi-Square Test of Association Step 3. Level of Significance () = 0.05; df = (c-1) (r-1) = (4-1) (4-1) = (3) (3) df = 9 Critical Value = 16.919

Step 4. Decision Rule: Reject Ho if x2obs 16.919 Accept Ho if x2obs < 16.919 Step 5. Computation The researchers multiplied the frequencies of the following to the corresponding values: Very Satisfied Satisfied Dissatisfied Very Dissatisfied Solution: 1. Set up the contingency table. 2. Get the horizontal and vertical totals 3. Solve for each expected frequency by multiplying the horizontal total (HT) by the vertical total (VT) and dividing the product by the overall total (OT) Example: x4 x3 x2 x1

Table 3.2
Satisfaction Availability Speed of Signal Strength Signal O Very Satisfied x4 Satisfied x3 Dissatisfied x2 Very Dissatisfied x1 Total 293 279 274 289 1135 60 198 32 3 E 64.0211 175.8 49.0484 4.1303 O 60 162 52 5 E 60.9621 167.4 46.7048 3.933 O 56 153 60 5 E 59.8696 164.4 45.8678 3.8625 O 72 168 46 3 E 63.1471 173.4 48.3788 4.074 248 681 190 16 of Ease of Access Total

4. Prepare the table. Transfer all the observed frequencies under the O column and the expected frequencies under the E column. 5. Find the values in the third column by subtracting each value in the second column from its corresponding value in the first column. 6. Square each value obtained in the third column to get the values for the fourth column. 7. Divide each value obtained in the fourth column by the corresponding value in the second column (Column E) to fill up Column 5. 8. Add the Values obtained in Column 5. The sum is the Chi-Square x2 value. Table 3.3 O
60 198 32 3 60 162 52 5 56 153 60 5 72 168 46 3

E
64.0211 175.8 49.0484 4.1303 60.9621 167.4 46.7048 3.933 59.8696 164.4 45.8678 3.8625 63.1471 173.4 48.3788 4.074

OE
-4.0211 22.2 -17.0484 -1.1303 -0.9621 -5.4 5.2952 1.067 -3.8696 -11.4 14.1322 1.1375 8.8529 -5.4 -2.3788 -1.074

(O E)2
16.16925 492.84 290.6479 1.277578 0.925636 29.16 28.03914 1.138489 14.9738 129.96 199.7191 1.293906 78.37384 29.16 5.658689 1.153476 X2 =

0.252561 2.803413 5.925737 0.309318 0.015184 0.174194 0.600348 0.289471 0.250107 0.790511 4.354233 0.334992 1.241131 0.168166 0.116966 0.283131 17.90946

Step 6. Decision: The researchers reject the null hypothesis (Ho) since the computed value x2obs (17.909) is greater than the critical value (16.919). Therefore, the researchers accept the alternative hypothesis (H1)

Step 7. Conclusion: There is a significant relationship between the respondents customer satisfaction on the availability, speed of signal, strength of signal, and ease of access.

Problem 4: a.) Do the respondents experience problems on the free Wi-Fi access in the following areas? b.) Is there a significant relationship between the respondents customer satisfaction on the personnel in handling or resolving the problems? a) availability b) speed of signal c) strength of signal d) ease of access

Table 4.1 Respondents who and who dont experience problems with the Free Wi-Fi Access No. of Respondents They do not experience problems They experience problems Total 77 100 77% 100% 23 Percentage 23%

Respondents with and without problems with the free Wi-Fi Access

Figure 4.1
With Problems Without Problems

Table and Figure 4.1 present the frequency and percentage distribution of the respondents according to those who experience and do not experience problems with regards to the free Wi-Fi access of bars, coffee shops, and restaurants. Only 23% of the total respondents said they do not experience any problems with the free Wi-Fi access, while the remaining 77% said that they do. Table 4.2 Satisfaction on the Personnel in Handling/Resolving Problems in terms of Availability, Speed of Signal, Strength of Signal, and Ease of Access
Availability No. of Respondents 10 51 14 2 77 Percentage 10% 51% 14% 2% 77% Speed of Signal No. of Respondents 13 36 24 4 77 Percentage 13% 36% 24% 4% 77% Strength of Signal No. of Respondents 10 37 26 4 77 Percentage 10% 37% 26% 4% 77% Ease of Access No. of Respondents 15 35 25 2 77 Percentage 15% 35% 25% 2% 77%

Very Satisfied Satisfied Dissatisfied Very Dissatisfied Total

Figure 4.2a Customer Satisfaction on the personnel in handling problems in terms of Availability
Very Satisfied Satisfied Dissatisfied Very Dissatisfied

Figure 4.2b Customer Satisfaction on the personnel in handling problems in terms of Speed of Signal
Very Satisfied Satisfied Dissatisfied Very Dissatisfied

Figure 4.2c

Figure 4.2d

Customer Satisfaction on the personnel in handling problems in terms ofStrength of Signal


Very Satisfied Satisfied Dissatisfied Very Dissatisfied

Customer Satisfaction on the personnel in handling problems in terms of Ease of Access


Very Satisfied Satisfied Dissatisfied Very Dissatisfied

Figures and Table 4.2 show the frequency and percentage distribution of the respondents level of customer satisfaction on the personnel in handling/resolving problems in terms of availability, speed of signal, strength of signal, and ease of access. Under availability, 10% is very satisfied, 51% is satisfied, 14% is dissatisfied, and 2% is very dissatisfied. In the speed of signal, 13% is very satisfied, 36% is satisfied, 24% is satisfied, and 4% is satisfied. In terms of strength of signal, 10% is very satisfied, 37% is satisfied, 26% is dissatisfied, and 4% is very dissatisfied. And under the ease of access, 15% is very satisfied, 35% is satisfied, 25% is dissatisfied, and 2% is very dissatisfied.

Hypothesis Testing Step 1. Statement of the null (H0) and alternative (H1) hypothesis

H0 There is no significant relationship between the respondents customer satisfaction on the personnel in handling or resolving problems in terms of availability, speed of signal, strength of signal, and ease of access. H1 There is a significant relationship between the respondents customer satisfaction on the personnel in handling or resolving problems in terms of availability, speed of signal, strength of signal, and ease of access.

Step 2. Statistical Treatment Chi-Square Test of Association Step 3. Level of Significance () = 0.05; df = (c-1) (r-1) = (4-1) (4-1) = (3) (3) df = 9 Critical Value = 16.919 Step 4. Decision Rule: Reject Ho if x2obs 16.919 Accept Ho if x2obs < 16.919 Step 5. Computation The researchers multiplied the frequencies of the following to the corresponding values: x4 x3 x2 x1

Very Satisfied Satisfied Dissatisfied Very Dissatisfied Solution:

1. Set up the contingency table.

2. Get the horizontal and vertical totals 3. Solve for each expected frequency by multiplying the horizontal total (HT) by the vertical total (VT) and dividing the product by the overall total (OT) Example:

Table 4.3
Satisfaction on the Personnel O Very x4 Satisfied x3 Dissatisfied x2 Very Dissatisfied x1 Total 223 212 207 217 859 153 28 2 123.8311 46.2095 3.1153 108 48 4 117.7229 43.9302 2.9616 111 52 4 114.9464 42.8940 2.8917 105 50 2 120.4994 44.9662 3.0314 477 178 12 Satisfied 40 E 49.844 O 52 E 47.3853 Availability Speed of Signal Strength Signal O 40 E 46.2678 O 60 E 48.5029 192 of Ease of Access Total

4. Prepare the table. Transfer all the observed frequencies under the O column and the expected frequencies under the E column. 5. Find the values in the third column by subtracting each value in the second column from its corresponding value in the first column. 6. Square each value obtained in the third column to get the values for the fourth column. 7. Divide each value obtained in the fourth column by the corresponding value in the second column (Column E) to fill up Column 5. 8. Add the Values obtained in Column 5. The sum is the Chi-Square x2 value.

Table 4.4 O
40 153 28 2 52 108 48 4 40 111 52 4 60 105 50 2

E
49.844 123.8311 46.2095 3.1153 47.3853 117.7229 43.9302 2.9616 46.2678 114.9464 42.894 2.8917 48.5029 120.4994 44.9662 3.0314

OE
-9.844 29.1689 -18.2095 -1.1153 4.6147 -9.7229 4.0698 1.0384 -6.2678 -3.9464 9.106 1.1083 11.4971 -15.4994 5.0338 -1.0314

(O E)2
96.90434 850.8247 331.5859 1.243894 21.29546 94.53478 16.56327 1.078275 39.28532 15.57407 82.91924 1.228329 132.1833 240.2314 25.33914 1.063786 X2 =

1.944152 6.870848 7.175708 0.399285 0.449411 0.803028 0.377036 0.364085 0.849085 0.13549 1.93312 0.424777 2.725266 1.993632 0.563515 0.350922 27.35936

Step 6. Decision: The researchers reject the null hypothesis (Ho) since the computed value x2obs (27.3593) is greater than the critical value (16.919). Therefore, the researchers accept the alternative hypothesis (H1) Step 7. Conclusion: There is a significant relationship between the respondents customer satisfaction on the personnel in handling or resolving problems in terms of availability, speed of signal, strength of signal, and ease of access.

Problem 5: a) What is the overall level of satisfaction of the respondents on the free Wi-Fi access of bars, coffee shops, and restaurants? Table 5.1 Respondents Overall Level of Satisfaction Satisfaction Excellent Good Fair Bad Total No. of Respondents 20 47 26 7 100 Percentage 20% 47% 26% 7% 100%

Figure 5.1

Respondents' Overall Customer Satisfaction

Excellent Good Fair Bad

Table and Figure 5.1 illustrate the frequency and percentage distribution according to the respondents overall level of satisfaction on the free Wi-Fi access of bars, coffee shops and restaurants. Majority (47%) of the respondents said that they feel good about the service, 26 respondents said that the service is fair (26%), 20 customers rated the service as excellent (20%), and only 7 respondents said that the service is bad. b) Is there a significant relationship between the respondents overall customer satisfaction when they are grouped according to?: a) age b) gender c) civil status d) electronic gadgets that they have

Table 5.2 Respondents Overall Customer Satisfaction According to Age


16-20 -% Excellent Good Fair Bad Total 2 -10.53% 9 -47.36% 5 -26.32% 3 -15.78% 19 -100% 21-25 -% 3 -11.54% 11 -42.31% 10 -38.46% 2 -7.69% 26 -100% 26-30 -% 8 -25.80% 14 -45.16% 8 -25.80% 1 -3.23% 31 -100% 31-35 -% 3 -30% 5 -50% 1 -10% 1 -10% 10 -100% 36-above -% 4 -28.57% 8 -57.14% 2 -14.28% 0 -0% 14 -100% Total -% 20 -20% 47 -47% 26 -26% 7 -7% 100 -100%

Figure 5.2

Bad Fair Good Excellent

16-20

21-25

26-30

31-25

36-above

Figures and Table 5.2 present the frequency and percentage distribution of respondents overall customer satisfaction according to age. Data show that under ages 16-20, 10.53% of the respondents rates their satisfaction as excellent, 47.36% says the service is good, 26.32% feel that it is fair and the rest (15.78%) think that the service is bad. Under 21-25, 11.54% rated excellent 42.31% says the service is good, 38.46% feel that it is fair and the rest (7.69%) think that the service is bad. Under 26-30, 25.8% rated excellent 45.16% says the service is good, 25.8% feel that it is fair and the rest (3.23%) think that the service is bad. Under 31-35, 30% rated excellent 50% says the service is good, 10% feel that it is fair and the rest (10%) think that the service is bad. And under the ages 36- above, 28.57% rated excellent 57.14% says the service is good, 14.18% feel that it is fair and no one (0%) thinks that the service is bad.

Hypothesis Testing Step 1. Statement of the null (H0) and alternative (H1) hypothesis

H0 There is no significant relationship between the respondents age and their overall customer satisfaction. H1 There is a significant relationship between the respondents age and their overall customer satisfaction.

Step 2. Statistical Treatment Chi-Square Test of Association Step 3. Level of Significance () = 0.05; df = (c-1) (r-1) = (5-1) (4-1) = (4) (3) df = 12 Critical Value = 21.0261 Step 4. Decision Rule: Reject Ho if x2obs 21.0261 Accept Ho if x2obs < 21.0261 Step 5. Computation The researchers multiplied the frequencies of the following to the corresponding values: x4 x3 Fair Bad x2 x1

Excellent Good

Solution: 1. Set up the contingency table. 2. Get the horizontal and vertical totals 3. Solve for each expected frequency by multiplying the horizontal total (HT) by the vertical total (VT) and dividing the product by the overall total (OT) Example:

Table 5.3
Overall Satisfaction O Excellent x4 Good x3 Fair x2 Bad x1 8 27 10 3 48 E 13.7142 24.1714 8.9143 1.2 O 12 33 20 2 67 E 19.1429 33.7393 12.4429 1.675 O 32 42 16 1 91 E 26 45.825 16.9 2.275 O 12 15 2 1 30 E 8.5714 15.1071 5.5714 0.75 O 16 24 4 0 44 E 12.5714 22.1571 8.1714 1.1 80 141 52 7 280 16-20 21-25 26-30 31-35 36-above Total

4. Prepare the table. Transfer all the observed frequencies under the O column and the expected frequencies under the E column. 5. Find the values in the third column by subtracting each value in the second column from its corresponding value in the first column. 6. Square each value obtained in the third column to get the values for the fourth column. 7. Divide each value obtained in the fourth column by the corresponding value in the second column (Column E) to fill up Column 5. 8. Add the Values obtained in Column 5. The sum is the Chi-Square x2 value.

Table 5.4 O 8 27 10 3 12 33 20 2 32 42 16 1 12 15 2 1 16 24 4 0 E 13.7142 24.1714 8.9143 1.2 19.1429 33.7393 12.4429 1.675 26 45.825 16.9 2.275 8.5714 15.1071 5.5714 0.75 12.5714 22.1571 8.1714 1.1 OE -5.7142 2.8286 1.0857 1.8 -7.1429 -0.7393 7.5571 0.325 6 -3.825 -0.9 -1.275 3.4286 -0.1071 -3.5714 0.25 3.4286 1.8429 -4.1714 -1.1 (O E)2 32.65208 8.000978 1.178744 3.24 51.02102 0.546564 57.10976 0.105625 36 14.63063 0.81 1.625625 11.7553 0.01147 12.7549 0.0625 11.7553 3.39628 17.40058 1.21 X2 =

2.380896 0.33101 0.132231 2.7 2.665271 0.0162 4.589747 0.06306 1.384615 0.319272 0.047929 0.71456 1.371456 0.000759 2.289352 0.083333 0.935083 0.153282 2.129449 1.1 23.4075

Step 6. Decision: The researchers reject the null hypothesis (Ho) since the computed value x2obs (23.4075) is greater than the critical value (21.026). Therefore, the researchers accept the alternative hypothesis (H1) Step 7. Conclusion: There is a significant relationship between the respondents age and the respondents overall customer satisfaction.

Table 5.5 Respondents Overall Customer Satisfaction According to Gender Male -% Excellent Good Fair Bad Total 11 19.64% 29 51.79% 12 -21.43% 4 -7.14% 56 -100% Female -% 9 -20.45% 18 -40.91% 14 -31.82% 3 -6.82% 44 100% Total -% 20 -20% 47 -47% 26 -26% 7 -7% 100 -100%

Figure 5.5

Bad Fair Good Excellent

Male

Female

Figure and Table 5.5 show the frequency and percentage distribution of respondents overall customer satisfaction according to gender. Data illustrate that out of 56 male respondents, majority (51%) rated the free Wi-Fi access as good, 21.43% said it is fair, 19.64% think that

it is excellent, and only 7.14% rated the service as bad. The figure and table also present that out of 44 female respondents, majority (40.91%) rated the free Wi-Fi access as good, 31.82% said it is fair, 20.45% think that it is excellent, and only 6.82% rated the service as bad.

Hypothesis Testing Step 1. Statement of the null (H0) and alternative (H1) hypothesis

H0 There is no significant relationship between the respondents gender and their overall customer satisfaction. H1 There is a significant relationship between the respondents gender and their overall customer satisfaction.

Step 2. Statistical Treatment Chi-Square Test of Association Step 3. Level of Significance () = 0.05; df = (c-1) (r-1) = (2-1) (4-1) = (1) (3) df = 3 Critical Value = 7.815 Step 4. Decision Rule: Reject Ho if x2obs 7.815 Accept Ho if x2obs < 7.815

Step 5. Computation The researchers multiplied the frequencies of the following to the corresponding values: x4 x3 Fair Bad x2 x1

Excellent Good

Solution: 9. Set up the contingency table. 10. Get the horizontal and vertical totals 11. Solve for each expected frequency by multiplying the horizontal total (HT) by the vertical total (VT) and dividing the product by the overall total (OT) Example:

Table 5.6 Male O Excellent Good Fair Bad Total 44 87 24 4 159 E 45.4286 80.0679 29.5286 3.975 Female O 36 54 28 3 121 E 34.5714 60.9321 22.4714 3.025 80 141 52 7 280 Total

12. Prepare the table. Transfer all the observed frequencies under the O column and the expected frequencies under the E column.

13. Find the values in the third column by subtracting each value in the second column from its corresponding value in the first column. 14. Square each value obtained in the third column to get the values for the fourth column. 15. Divide each value obtained in the fourth column by the corresponding value in the second column (Column E) to fill up Column 5. 16. Add the Values obtained in Column 5. The sum is the Chi-Square x2 value.

Table 5.7 O 44 87 24 4 36 54 28 3 E 45.4286 80.0679 29.5286 3.975 34.5714 60.9321 22.4714 3.025 OE -1.4286 6.9321 -5.5286 0.025 1.4286 -6.9321 5.5286 -0.025 (O E)2 2.040898 48.05401 30.56542 0.000625 2.040898 48.05401 30.56542 0.000625 X2 =

0.044925 0.600166 1.035112 0.000157 0.059034 0.788649 1.360192 0.000207 3.888442

Step 6. Decision: The researchers accept the null hypothesis (Ho) since the computed value x2obs (3.8884) is less than the critical value (7.815). Therefore, the researchers reject the alternative hypothesis (H1) Step 7. Conclusion: There is no significant relationship between the respondents gender and the respondents overall customer satisfaction.

Table 5.8 Respondents Overall Customer Satisfaction According to Civil Status Single - % Excellent Good Fair Bad Total 11 -15.49% 33 -46.48% 20 -28.17% 7 -9.86% 71 -100% Married -% 9 -31.03% 14 -48.27% 6 -20.69% 0 -0 29 -100% Total -% 20 -20% 47 -47% 26 -26% 7 -7% 100- 100%

Figure 5.8

Bad Fair Good Excellent

Single

Married

Figure and Table 5.5 show the frequency and percentage distribution of respondents overall customer satisfaction according to civil status. Data illustrate that out of 71 single respondents, majority (46.48%) rated the free Wi-Fi access as good, 28.17% said it is fair,

15.49% think that it is excellent, and only 9.86% rated the service as bad. The figure and table also present that out of 29 married respondents, majority (48.27%) rated the free Wi-Fi access as good, 20.69% said it is fair, 31.03% think that it is excellent, and no one (0%) said the service is bad.

Hypothesis Testing Step 1. Statement of the null (H0) and alternative (H1) hypothesis

H0 There is no significant relationship between the respondents civil status and their overall customer satisfaction. H1 There is a significant relationship between the respondents civil status and their overall customer satisfaction.

Step 2. Statistical Treatment Chi-Square Test of Association Step 3. Level of Significance () = 0.05; df = (c-1) (r-1) = (2-1) (4-1) = (1) (3) df = 3 Critical Value = 7.815 Step 4. Decision Rule: Reject Ho if x2obs 7.815 Accept Ho if x2obs < 7.815

Step 5. Computation The researchers multiplied the frequencies of the following to the corresponding values: x4 x3 Fair Bad x2 x1

Excellent Good

Solution: 17. Set up the contingency table. 18. Get the horizontal and vertical totals 19. Solve for each expected frequency by multiplying the horizontal total (HT) by the vertical total (VT) and dividing the product by the overall total (OT) Example:

Table 5.9 Single O Excellent Good Fair Bad Total 44 99 40 4 187 E 54.0072 95.1877 35.1047 2.7003 Married O 36 42 12 0 90 E 25.9928 45.8123 16.8953 1.2996 80 141 52 4 277 Total

20. Prepare the table. Transfer all the observed frequencies under the O column and the expected frequencies under the E column.

21. Find the values in the third column by subtracting each value in the second column from its corresponding value in the first column. 22. Square each value obtained in the third column to get the values for the fourth column. 23. Divide each value obtained in the fourth column by the corresponding value in the second column (Column E) to fill up Column 5. 24. Add the Values obtained in Column 5. The sum is the Chi-Square x2 value.

Table 5.10 O 44 99 40 4 36 42 12 0 E 54.0072 95.1877 35.1047 2.7003 25.9928 45.8123 16.8953 1.2996 OE -10.0072 3.8123 4.8953 1.2997 10.0072 -3.8123 -4.8953 -1.2996 (O E)2 100.1441 14.53363 23.96396 1.68922 100.1441 14.53363 23.96396 1.68896 X2 = 1.854272 0.152684 0.682643 0.625568 3.852761 0.317243 1.41838 1.2996 10.20315

Step 6. Decision: The researchers reject the null hypothesis (Ho) since the computed value x2obs (10.20315) is greater than the critical value (7.815). Therefore, the researchers accept the alternative hypothesis (H1) Step 7. Conclusion: There is a significant relationship between the respondents civil status and the respondents overall customer satisfaction.

Table 5.11 Respondents Overall Customer Satisfaction According to the Electronic Gadget that they use
Laptop -% PSP -% Wi-Fi Phone -% Excellent Good Fair Bad Total 8 -19.51% 23 -56.10% 7 -17.07% 3 -7.32% 41 -100% 2 -28.57% 2 -28.57% 3 -42.85% 0 -0% 7 -100% 5 -13.89% 14 -38.89% 14 -38.89% 3 -8.33% 36 -100% iPad/Tablet -% 5 -31.25% 8 -50% 2 -12.5% 1 -6.25% 16 -100% 20 -20% 47 -47% 26 -26% 7 -7% 100 -100% Total -%

Figure 5.11

Bad Fair Good Excellent

Laptop

PSP

Wi-Fi Phone

iPad/Tablet

Figures and Table 5.2 present the frequency and percentage distribution of respondents overall customer satisfaction according to the electronic gadget that they use. Data show that

under those respondents who use Laptop, majority (56.10%) rated the free Wi-Fi access as good, 19.51% said it is excellent, 17.07% think it is fair, and only 7.32% rated bad. Under Play Station Portable, majority (42.85%) said the service is fair, both excellent and good got 28.57% and no one said the service is bad. Those who use Wi-Fi ready mobile/smart phones, majority rated good and fair (both 38.89%), 13.89% rated excellent, and only 8.33% said that the access is bad. Lastly, under those respondents who use iPad/Tablet, half of them (50%) rated good, excellent comes next with 31.25%, 12.5% said it is fair and only 6.25% said it is bad. Hypothesis Testing Step 1. Statement of the null (H0) and alternative (H1) hypothesis

H0 There is no significant relationship between the respondents gadget in accessing the free Wi-Fi service and their overall customer satisfaction. H1 There is a significant relationship between the respondents gadget in accessing the free WiFi service and their overall customer satisfaction.

Step 2. Statistical Treatment Chi-Square Test of Association Step 3. Level of Significance () = 0.05; df = (c-1) (r-1) = (4-1) (4-1) = (3) (3) df = 9

Critical Value = 16.919 Step 4. Decision Rule: Reject Ho if x2obs 16.919 Accept Ho if x2obs < 16.919 Step 5. Computation The researchers multiplied the frequencies of the following to the corresponding values: x4 x3 Fair Bad x2 x1

Excellent Good

Solution: 25. Set up the contingency table. 26. Get the horizontal and vertical totals 27. Solve for each expected frequency by multiplying the horizontal total (HT) by the vertical total (VT) and dividing the product by the overall total (OT) Example:

Table 5.12
Overall Satisfaction O Excellent x4 Good x3 Fair x2 Bad x1 32 69 14 3 118 E 33.7143 59.4214 21.9143 2.95 O 8 6 6 0 20 E 5.7143 10.0714 3.7143 0.5 O 20 42 28 3 93 E 26.5714 46.8321 17.2714 2.325 O 20 24 4 1 49 E 14 24.675 9.1 1.225 80 141 52 7 280 Laptop PSP WiFi Phone iPad/Tablet Total

28. Prepare the table. Transfer all the observed frequencies under the O column and the expected frequencies under the E column. 29. Find the values in the third column by subtracting each value in the second column from its corresponding value in the first column. 30. Square each value obtained in the third column to get the values for the fourth column. 31. Divide each value obtained in the fourth column by the corresponding value in the second column (Column E) to fill up Column 5. 32. Add the Values obtained in Column 5. The sum is the Chi-Square x2 value.

Table 5.13 O 32 69 14 3 8 6 6 0 20 42 28 3 20 24 4 1 E 33.7143 59.4214 21.9143 2.95 5.7143 10.0714 3.7143 0.5 26.5714 46.8321 17.2714 2.325 14 24.675 9.1 1.225 OE -1.7143 9.5786 -7.9143 0.05 2.2857 -4.0714 2.2857 -0.5 -6.5714 -4.8321 10.7286 0.675 6 -0.675 -5.1 -0.225 (O E)2 2.938824 91.74958 62.63614 0.0025 5.224424 16.5763 5.224424 0.25 43.1833 23.34919 115.1029 0.455625 36 0.455625 26.01 0.050625 X2 =

0.087168 1.544049 2.858232 0.000847 0.914272 1.645878 1.40657 0.5 1.62518 0.498572 6.664362 0.195968 2.571429 0.018465 2.858242 0.041327 23.43056

Step 6. Decision: The researchers reject the null hypothesis (Ho) since the computed value x2obs (23.43056) is greater than the critical value (16.919). Therefore, the researchers accept the alternative hypothesis (H1) Step 7. Conclusion: There is a significant relationship between the respondents gadget they use in accessing the free Wi-Fi service and their overall customer satisfaction.

Problem 6: In what area/s do the respondents want bars, coffee shops, and restaurants with free Wi-Fi access to improve? a) availability b) speed of signal c) strength of signal d) ease of access

Table 2.4 Areas which the Respondents want the Bars, Coffee Shops, and Restaurants to Improve Areas Availability Speed of Signal Strength of Signal Ease of Access Total No. of Respondents 8 35 46 11 100 Percentage 8% 35% 46% 11% 100%

Table 2.4 presents the frequency and percentage of the areas in which the respondents would like bars, coffee shops, and restaurants to improve. 46% or the majority feel that they want these establishments to improve the strength of signal of the free Wi-Fi service, 35% said that they should improve the speed of signal, 11% of the total sample wants them to focus on the ease of access, and only 8% feels that availability should be improved.

CHAPTER 5 Conclusions and Recommendations This chapter of the study presents the conclusions and recommendations made by the researchers after analyzing and interpreting all the necessary data gathered.

CONCLUSIONS After the thorough analysis of the data gathered, the researchers have come up with the following conclusions: 1. Majority (39%) of the respondents belong to the 26-33 age range. The 18-25 year olds comes next which comprises 33% of the total respondents. The lowest percent goes to 45 year olds and

above which only comprises 4% of the total sample population. Out of the 100 respondents surveyed, 56% are males while 44% are females which means majority of the total sample population are males. 2. The majority of the respondents are single while the minority are married. The frequency is distributed to 73% single and 27% married. 3. Out of 100 respondents, 21 are students (21%) which are the majority, 13 are nurses (13%), 12 are call center agents (12%), 11 are teachers (11%), 10 are office workers (10%), 7 are certified public accountants (7%), 6 are government employees (6%), 5 are managers (5%), 4 are unemployed (4%), 3 are self-employed (3%), 1 is housewife (1%), 1 is Engineer (1%), and 1 is an IT officer (1%). 4. Out of 100 total sample population, 41 respondents use laptop (41%), 37 use Wi-Fi ready mobile/smartphones (37%), 16 have iPad/Tablet (16%, and 6 use Play Station Portable (6%). 5. 35 or the majority of the sample population said that they do it once a week (35%), 27 said twice a week (27%), 21 said once a month (21%), 17 said thrice a week (17%), 9 said everyday (9%), and 1 said twice a month (1%).

6. Under availability, 15% is very satisfied, 66% is satisfied, 16% is dissatisfied, and 3% is very dissatisfied. In the speed of signal, 15% is very satisfied, 54% is satisfied, 26% is satisfied, and 5% is satisfied. In terms of strength of signal, 14% is very satisfied, 51% is satisfied, 30% is dissatisfied, and 5% is very dissatisfied. And under the ease of access, 18% is very satisfied, 56% is satisfied, 23% is dissatisfied, and 3% is very dissatisfied. 7. 23% of the respondents say that they do not experience any problems on free Wi-Fi access. 8. The respondents also assessed the personnel in handling problems. Under availability, 10% is very satisfied, 51% is satisfied, 14% is dissatisfied, and 2% is very dissatisfied. In the speed of signal, 13% is very satisfied, 36% is satisfied, 24% is satisfied, and 4% is satisfied. In terms of strength of signal, 10% is very satisfied, 37% is satisfied, 26% is dissatisfied, and 4% is very dissatisfied. And under the ease of access, 15% is very satisfied, 35% is satisfied, 25% is dissatisfied, and 2% is very dissatisfied. 9. Majority (47%) of the respondents said that they feel good about the service, 26 respondents said that the service is fair (26%), 20 customers rated the service as excellent (20%), and only 7 respondents said that the service is bad. 10. 46% or the majority feel that they want these establishments to improve the strength of signal of the free Wi-Fi service, 35% said that they should improve the speed of signal, 11% of the total sample wants them to focus on the ease of access, and only 8% feels that availability should be improved.