EMPLOYEE SERVICES: ITS IMPACT TO THE LEVEL OF SATISFACTION

AMONG CUSTOMERS IN UCLM MARITIME CANTEEN

A Research Proposal Presented

To the Senior High School Department

University of Cebu- Lapu-lapu and Mandaue

Researchers:

CUYOS, JANINE D.

DEGUIÑON, ROSGINE

OPALLA, SOFRONIO

PILLAZO, MARIA THERESE

ROSAL, JOYCE

MS. KATHLEEN BURLAS

Research Adviser

2019-2020
 CHAPTER ll

Review of Related Literature and Studies

This chapter reviews related literature and related studies on the impact

of employee services to the level of satisfaction of the customers.

Review of Related Literature

According to Prossack (2018), Happy staff is equal to happy

customers. Unhappy staff lead to dissatisfied customers. It's not as simple as

that, but it's not too far away as a generalization.

Employees are behind customer satisfaction the driving factor.

Interactions between employees set the tone for a positive or negative customer

experience. When employees are not happy at work, they can and will suffer

from their interactions with customers. This can have severe repercussions for a

business over time.

Any company where staff interact straight with clients such as retail or

food service is the location where this becomes the most critical. Employees in

these employment are historically underpaid and overworked to spend their full

periods helping clients. They are the people that are being criticized when their

coupon is not accepted by the database or an article is out of inventory. They

are the people who invest 30 minutes with a client just to get them to purchase
their products internet. It can be an ungrateful task, and it only gets worse when

the staff are handled like pawns in a chess match

Dimitris (2007), described customer satisfaction as a metric of how

an item or service fulfills the requirements of the customer. Zeithaml et. at.,

(1996), then concluded that an organization's employee are essential to ensure

success in the views and satisfactions of the customers, as they are eventually

the individuals accountable for offering a quality service that reaches customer

standards. Customer satisfaction can be considered as basis on how good or bad

a service quality is. An employee has a major role in the relationship between

employee services and customer satisfaction for they are the ones accountable in

offering quality services to the customers.

According to Dineshkumar (2012), the main element in understanding the

success of any retail store or company is customer satisfaction; therefore, it is

very essential to assess it and discover the variables that influence customer

satisfaction. Customers are most probable to recognize the products and facilities

they purchase if they were manufactured specifically for them or for individuals

like them. It should always be assessed to get feedback for the products and

services so that it can be further developed with broad customization. Using

survey techniques and questionnaires, customer satisfaction rates can be

evaluated. It is very essential for a company to gain high rates of customer

satisfaction because satisfied customers are most likely to be loyal, repeating

purchases, and use a broad variety of services that a company offers. A lot of
tactics and strategies can be done in order to obtain a high level of customer

satisfaction, however, a good quality service is an irreplaceable element in

obtaining a high customer satisfaction.

King (2004), indicated that the negative employee behavior has destroyed

many companies and charges the employers millions of dollars every day. It also

has the effects of pushing clients away; hurting the morality of the employees

and raising their turnover levels. Gronroos (1990) and Gwinner et. al., (1990)

also stated that the actions of the employees in a business are essential as they

link the organization with their customers and are a critical factor in the

development of efficient customer interactions. A negative employee behavior is

a bad element in employee service for it affects the quality of services being

offered to the customers. If a bad quality service will be offered to customer, a

low level of customer satisfaction can be foresee.

According to Lucas (2012), for customers to remain loyal, improving

customer satisfaction as a tactic to retain clients is a major consideration. Efforts

in the performance of service provided in an organization could be a decisive

factor in customer ratings. Building a healthy connection to enhance customer

satisfaction is important because it can contribute in repeating business–the key

to maintaining company efficiency and profitability. Improvements in quality

services can not only keep customers nor attract new once, it can also improve

the level of customer satisfaction. A healthy relationship with your customer is

also a factor that should be considered in order to assure repeat-business and a

high level of customer satisfaction.

Review of Related Studies

International Studies

Lasser et al., (2001), that by using two well-known interventions,

SERVQUAL and technical / functional quality, the researchers examined the

impacts of service quality on customer satisfaction in the private banking sector.

They compared SERVQUAL and the technical / functional quality model

empirically contrasted. They attempted to compare the two quality service

models ' different sizes and their impacts on satisfaction. They stated that

customer satisfaction is a multidimensional structure and that the multiple

elements of service quality will affect these dimensions differently. There are

many elements within the range of service quality and the different dimensions

of customer satisfaction can be affected in many ways by the elements of service

quality.

According to Caruana (2002), in a time method, service quality comes first

before leading to general customer satisfaction. It has been discovered that

service quality is a significant contribution to customer satisfaction. Cronin and

Taylor (2002), hypothesized satisfaction as a background to the value of service.

They also asserted that the service quality is the only business factor affecting

the satisfaction decisions of the customers. Service quality is a crucial factor in

terms of customer satisfaction. It holds the result of a downhill or a high level of

customer satisfaction.

Dutta (2009), stated that customer perception is significantly and is

positively related with customer satisfaction and that the customer is satisfied to

the extent that the product obtained reaches the quality standard regardless of

the moment the service is supplied. Consistent with this view expressed by Bitner

(1990) that perceived service quality is a major cause of consumer behavior. It

indicates that a customer already has its perceived and expected standard

quality services even before a customer was able to obtain the service.

Goofin and Price (1996), stated that customer service is important

because it ends up increasing the quality of the product, gaining competitive

advantage, providing profitable opportunities and thus increasing sales and

revenue. According to Newby & McManus (2000), excellent customer service

quality is also based on how the organization as a whole, from top management

down, moves in the same direction and sends a clear, positive message to

customers and not only on the individual's knowledge and skills. Customer

service is a major factor in terms of customer satisfaction. Customer service can

be affected in many ways including the management itself. Having a good and

high quality service is a huge advantage in capturing customers and even pulling

up the customer satisfaction.

 According to Asubonteng et al., (2008), the quality of the service is the

distinction between the expectation of the customer for the results of the

performance before the service is received and their perception of the service

obtained. Gefan (2002) described customer performance as a subjective contrast

made by customer between the value of the product they want to obtain and

what they genuinely get. A customer already has expectations about the service

quality being offered before it was received and a perception and feedbacks

when it is obtained.

Local Studies

According to Marasigan et al., (2010), encourage the company's staff to

be more consistent in coping with customers in their behavior, belief, and

results. They also encouraged the management to give suggestions that they

believe that might improve the training program. In addition, the researcher also

urged the management to regularly evaluate the customer service training

program in order to preserve its efficiency. Employees should undergo for a

training that helps them to improve their quality services in order to meet the

standards and satisfaction of the customers. However, they must consider the

different characteristics that a customers have.

De Castro (2007), emphasized the ability of an employee to give

importance to his or her customer on a daily basis, even though he / she

entertains many customers at the same time. The moment it requires for the
worker to react to the customer's query is comparable to the moment it requires

for the worker to submit a petition or assistance. It’s about how the employees

deal with a customers. Measures the employee ability to know if he/she can still

manage and balance the same time that a customer complains.

Aguba et al. (2008), stated that the effective and continuous monitoring

of the employee must be followed in order to preserve the excellent impression

of the customer. It also stated that the assessment of the customer should be

regarded in order to achieve customer service improvement. Food Court

operators may encourage their staff to be more efficient and motivate them to

respond to customer needs, requests and criticisms. In order to achieve

customer services, employees must follow the rules or order that a company has

given to maintain the good and positive feedback of the customers. By

encouraging them to be a productive employees to easily respond the customer’s

desires.

According to Relationship Marketing Management (2008), as greater

revenue, customers have more choice to assess, they appear to have greater

standards of services. This could make them less happy than their lower-income

peers, who may have fewer options to choose from, and may stay harder to stick

to a company even if they are happy. As a consequence, it is suggested that: the

marketing interaction effect on fulfillment is higher for lower-income clients than

for higher-income clients. The effect of fulfillment on allegiance is greater for

reduced revenue clients than for higher revenue clients. Customers have a lot of
choices, they can choose where they wanted to choose as long as they don’t

regret of choosing it. For is that if they do, they cannot face the consequences.

Employees also must give everything to fulfill the customer’s needs and wants.

SIS International Research (2008), includes eight methods to enhance

customer satisfaction, documenting elements of retail knowledge that can be

enhanced. One method to fight discontent is to make customers glad indirectly.

The shop can deliver candy and goods that children will enjoy. Setting up long-

haul self-checking devices is another route to fulfill clients. Customers are

expecting what product they will obtain. Companies that describe their standard

of delivery performance and are realistically able to greater track the fulfillment

of their customers. There are different kinds of strategies that helps improving

the customer satisfaction. One example of it is that employees should make

customers be glad. Fulfilling the customer satisfaction is to give good and well

performance that customers are expecting you to do.

Over all, the related literature and studies in this research is all about the

Quality Services and Customers Satisfaction. There are many factors that can

affect the satisfaction of the customers: Employee's behavior, Performance,

beliefs, experienced, expectations, standards and etc. In a different aspect,

employee quality services was the primary defendant to fulfill the desired

satisfaction that a customers expected, and by the feedback of customers who’s

expecting the good performance or services of the employees, through this,

employees will have an idea of how to deal and cope up the standards of the
customers. Improving themselves, finding strategies or methods to help

enhancing their capability to meet the standards and satisfaction of the

customers