BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION i

MAJOR IN MARKETING MANAGEMENT

TRIMEX COLLEGES

(Formerly Trimex Institute of Science and Technology)

4th Floor Trojan Building, Poblacion, City of Biñan, 4024

Province of Laguna, Philippines

Marketing Research

Presented to

The Faculty of Business

TRIMEX COLLEGES

Biñan City

In Partial Fulfillment

Of the Requirements for the Degree of

Bachelor of Science in Business Administration

Major in Marketing Management

By:

SHELA S. AMBAS

CHARLENE MAY S. CARTECIANO

MARCH 2019
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CAFEGRAPHY CUSTOMER EXPECTATION AND CUSTOMER SATISFACTION

TOWARDS ACTION PLAN

Marketing Research

Presented to

The Faculty of Business

TRIMEX COLLEGES

Biñan City

In Partial Fulfillment

Of the Requirements for the Degree of

Bachelor of Science in Business Administration

Major in Marketing Management

By:

SHELA S. AMBAS

CHARLENE MAY S. CARTECIANO

 BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION iii
MAJOR IN MARKETING MANAGEMENT

MARCH 2019

ACKNOWLEDGEMENT

For this research paper “CafeGraphy Customer Expectation and Satisfaction

Towards Action Plan” we’ve tried out best to do this research. We have good
supported from our very kind advisor Mr. John Michael Francis Cosio and a great
helpful from our friends, we would like to say thank you to all those people who
giving me of knowledge, guideline, and support in everything.

Thus, we would like to say thank you to Mr. John Michael Francis Cosio who
giving us a lot of knowledge and guideline of this research. And also to Mr. Fernando
Pendon thank you for giving us knowledge on how we can start this research.

We would like to say thank you to our family for supporting us in everything,
they always look after us in everything especially our feeling and our mind.

Last, we would like to say thank you to Mr. Kyro Loanzon owner of café who
supporting us in every details of our projects, you are my best. God bless us all.

Shela S. Ambas

Charlene May S. Carteciano

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APPROVAL SHEET

FERNANDO PENDON, MBA

Chairperson

MARCELINA PEREZ, Ph.D. RITO CAMIGLA, Ph.D.

Member Member

RITO CAMIGLA, Ph.D.

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Dean, Trimex Colleges

ABSTRACT

Title : CAFEGARPHY CUSTOMER EXPECTATION AND CUSTOMER

SATISFACTION TOWARDS ACTION PLAN

No. of Pages :

Researchers : SHELA S.AMBAS & CHARLENE MAY S. CARTECIANO

Adviser : JOHN MICHAEL FRANCIS D. COSIO

Degree Conferred: BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

School : TRIMEX COLLEGES

Year : 2019

The research emphasized the role and the important of customer expectation
and customer satisfaction. Customers are link to a business success. The business
organization should focus on a huge number of customers, for this customer
expectation and customer satisfaction should be incorporate along the term goals.
This research was implemented to an analyzing the relationship between customer
satisfaction and customer relationship. The objective of this research is to study the
concept of customer expectation, customer satisfaction and its relationship.
Moreover, this studies the factors that influence customer expectation and customer
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satisfaction. The research study examines customer expectation provided by

CafeGraphy and customer satisfaction received by CafeGraphy from its customers.
This research study also analyzes the factors that have impact on customer
expectation and result in customer satisfaction. Recommendations on improving the
service quality and getting customer feedback, innovating their product and
improved front view of the cafe are ultimately proposed.
In this research, the conceptual background chapter reviews studies on
customer expectation and customer satisfaction and the relationship between these
two terms. Various methods that have been widely used to measure customer
expectation and the outcome results of having satisfied customers are presented.
The research study presents best practices and the relevant recommendation on how
to improve CafeGraphy customer satisfaction level. This result was accomplished
using a quantitative research method by means of a questionnaire. The
questionnaire was distributed into two different parts, level of customer expectation
and level of customer satisfaction. The questionnaire was distributed to the
customers of CafeGraphy.

In conclusion, the research reveals that the current service level of

CafeGraphy can be marked as positive and customers are very satisfied with the
service. However, improvement on certain things should be done in order to increase
the level of customer expectation. It is recommended that the company should
improve its service regarding feedback system, implement staff training.

Key word: Customer Expectation and Customer Satisfaction

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TABLE OF CONTENTS

Page

ACKNOWLEDGEMENT …………………………………………………………………………. iii

APPROVAL SHEET ………………………………………………………………………………... iv

ABSTRACT ……………………………………………………………………………………...……. v

TABLE OF CONTENTS …………………………………………………………………………… vii

LIST OF TABLES ……………………………………………………………………………………. x

LIST OF FIGURES …………………………………………………………………………….……. xi

CHAPTER 1 THE PROBLEM AND ITS SETTING

Introduction ………………………………………………………….….……… 1

Background of the Study………………………………………….…….…. 4

Conceptual Framework ……………………….……….…………….……. 6

Operational Framework …………………….….…………….…………….6

Research Paradigm ........................................................….... 7

Statement of the Problem …………………………………...…….….... 8

Assumption of the Study ………………………………………….….…… 8

Scope and Delimitation …………………………………………...…….… 9

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Significance of the Study ……………………………….…….…….….…. 9

TABLE OF CONTENTS (Continued)

Page

Definition of Terms ……………………………………….…………….…...10

Related Literature …………………………………………….…….….…….11

CHAPTER 2 ENVIRONMENTAL SCANNING …………………………………………….16

SWOT Analysis …………………………………………………………….…...16

CHAPTER 3 RESEARCH METHODOLOGY…………………………………........……...19

Research Design………………………………………………….………….…19

Population of the Study……………………………………...…………….20

Instrumentation……………………………………………………….….….…20

Evaluation and Scoring………………………………………….……………20

Data Gathering Procedure…………………………………………………21

Statistical Treatment………………………………………………………….22

CHAPTER 4 PRESENTATION, ANALYSIS AND

INTERPRETATION OF DATA……………………………………………………………………23

Problem I Customer Expectation ……………………………….….….23

Problem II Customer Satisfaction ………………………………………27

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TABLE OF CONTENTS (Continued)

Page

CHAPTER 5 SUMARRY OF FINDINGS, CONCLUSIONS,

AND RECOMMENDATIONS…………………………………………………………….…… 32

Summary of Findings ……………………………………………………….…….….32

Conclusions ………………………………………………………………….……………33

Recommendation …………………………………………………….……………....35

Proposed Action Plan ……………………………………………….….……………35

REFERENCES ………………………………………………………………………….….….………38

APPENDIX …………………………………………………………………………….…….…....….40

Appendix A: Letter to Conduct Study ………………………………...….….40

Appendix B: Survey Questionnaire ………………………………...….…….41

Appendix C: Curriculum Vitae …………………………………….…….………47

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LIST OF TABLES

Page

Table 1: Likert Scale ……………………………………………………………………………. 21

Table 2: Summary of Mean Rating for Taste ………………………………………. 23

Table 3: Summary of Mean Rating for Appearance ………………………...…… 24

Table 4: Summary of Mean Rating for Price ………………………………….….…. 25

Table 5: Summary of Mean Rating for Services ………………………...…………. 26

Table 6: Summary of Mean Rating for Food …………………………….….……… 28

Table 7: Summary of Mean Rating for Services …………………………….……… 29

Table 8: Summary of Mean Rating for Price ………………………….……….…… 30

Table 9: Proposed Action Plan …………………………………………………….….…… 36

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LIST OF FIGURES

Page

Figure 1: Research Paradigm …………………………………………………………….… 7

Figure 2: Cafegraphy STPD …………………………………………………………….……. 37