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MAPÚA INSTITUTE OF TECHNOLOGY

School of Industrial Engineering & Engineering Management

Submitted by:
Alvarez, Catherine P.
Cleofas, Maria Arielle P.
Santos, Elijah L.

Submitted to:
Prof. Elisier M. Fantillo

As partial fulfilment of the requirements of

SVM125-T
Service Quality
2nd term SY 2016-2017
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COMPANY PROFILE

SINAI was conceived as a friendly commitment to the officers and gentlemen of a group
of companies owned by a well-known and highly regarded business person to provide
SAFETY and PROTECTION exclusively for their business interests nationwide.

SINAI was initially put into test in JULY 1996 with the posting of 16 well trained guards
at SM incorporated's property in Sucat, Paranaque City, Metro Manila.

SINAI now has grown with the capability and potential to responsively act in response to
the inflexible atmosphere of the security industry.

COMPANY SERVICES

To provide security and protection.

CLIENTS

• SM Malls

- Mall of Asia

- San Mateo, Rizal

- Bicutan

- Sta. Mesa

- Sucat

- Paranaque

- Makati

- Southmall

- Sta. Rosa, Laguna

• Mall Goers
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EXPECTATIONS From Mall Goers

"YOUR SAFETY IS OUR OUTMOST CONCERN“

• Best customer service

• Trained in any situation that may occur

EXPECTATIONS From SM Mall

RELIABILITY ASSURANCE TANGIBLE EMPATHY RESPONSIVENESS

Well-trained Foreknowledge Fully Alertness Alertness

Security Equipped
Guards SG has the Understands To have willingness to
knowledge to do Up to date the specific help the customer in
To have the and how to do their equipment. needs of need with prompt
ability to perform jobs well. customers. service.
the service
being rendered.

REASONS why is SM keep on recruiting SG from SINAI

Able to meet the requirements of being a standard agency by providing:

• Manpower

• Equipment

• Vehicle

• Firearms

• Logistics (radio)
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PERFORMANCE MEASUREMENT SYSTEM

• Their designated inspector will monitor the performance of each security guard.

• Evaluation of security guard based on the following:

- Behavior

- Observation in designated areas

(North entrance, South Entrance)

• Personal Hygiene

- Standard Haircut ( 4 by 3)

- Complete uniform ( collar pin, badge, whistle, necktie, necktie clip, cap, shiny
black shoes, black socks)

• Conduct Trainings

- Physical

- Mental

- Psychological

- To provide the needs of the SM

• Seminars:

- Customer service

- Different disaster drills

- Complaints
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SERVICE PROCESS
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 REQUIREMENT
- Security License
- NBI, Police, Baranggay Clearance
- Drug Test
- Neuro Exam
- Training Certificate
- Age: SG & LG 22-30 year old
- Height: SG 5’7’’, LG 5’2’’

 SCREENING
- 11 General Orders
- Code of ethics
- Code of Conduct

 ENDORSEMENT TO CLIENTS
- Endorse SG in SM Malls who are in need of additional manpower
Under the supervision of SM Malls:
 INITIAL INTERVIEW
 ORIENTATION SCREENING/TRAINING
- Physical Training
- 7-8 days of SM Orientation Training (Rules and Regulations of SM)
 FINAL INTERVIEW/SCREENING
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KANO MODEL
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SERVICE QUALITY MODEL

SERVICE QUALITY SURVEY RESULTS (Customer: SM)

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SERVQUAL SURVEY RESULTS (Customer: Mall Goers)

Expectation Perception
C1 C2 C3 C4 C5 Total Average C1 C2 C3 C4 6 Total Average Gaps
1 6 7 7 6 5 31 6.2 6 5 5 5 5 26 5.2 -1.0 Average Tangibility
2 4 6 4 6 4 24 4.8 6 5 7 6 6 30 6 1.2
3 6 5 7 6 6 30 6 6 6 6 5 6 29 5.8 -0.2 0.05
4 7 6 5 5 5 28 5.6 6 5 7 6 5 29 5.8 0.2
5 6 7 7 6 6 32 6.4 6 6 6 5 5 28 5.6 -0.8 Average Reliability
6 7 6 6 6 5 30 6 7 6 6 5 6 30 6 0.0
7 5 5 7 7 5 29 5.8 6 7 6 5 5 29 5.8 0.0
8 7 6 7 7 5 32 6.4 6 7 5 6 7 31 6.2 -0.2 -0.12
9 4 5 6 6 5 26 5.2 5 6 6 5 6 28 5.6 0.4
10 7 6 6 5 5 29 5.8 5 5 6 5 5 26 5.2 -0.6 Average Responsiveness
11 7 6 6 6 6 31 6.2 7 6 6 5 6 30 6 -0.2
12 6 6 7 7 6 32 6.4 7 6 6 6 5 30 6 -0.4 -0.25
13 6 6 6 6 5 29 5.8 7 6 6 6 5 30 6 0.2
14 6 6 6 6 6 30 6 5 6 5 6 6 28 5.6 -0.4 Average Assurance
15 7 7 7 6 6 33 6.6 7 6 6 7 6 32 6.4 -0.2
16 7 6 7 7 7 34 6.8 7 6 6 6 5 30 6 -0.8 -0.50
17 6 5 6 7 7 31 6.2 6 6 5 5 6 28 5.6 -0.6
18 6 6 6 7 5 30 6 7 6 5 5 6 29 5.8 -0.2 Average Empathy
19 5 6 6 6 7 30 6 7 5 6 5 5 28 5.6 -0.4
20 4 6 6 6 6 28 5.6 7 6 5 5 6 29 5.8 0.2
21 7 6 6 6 6 31 6.2 7 6 6 6 6 31 6.2 0.0 -0.28
22 6 5 6 7 6 30 6 5 6 5 5 4 25 5 -1.0
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I. Problem Statement

Sinai Security Guards fail to perform the expected needed service of the customers.

II. Objective

The objective of the study is to assess the current services that Sinai Security Agency
“renders” to SM Malls and know if the customers are satisfied with the performance of
Sinai Security Guards.

The study will concentrate on improving the performance and scheduling/shifting of the
security guards in SM Malls particularly in SM Mall of Asia.

III. Analysis

The Sinai Security Agency is providing Security Guards since 1996 to SM Malls and the
researchers focused only in one location; SM Mall of Asia. The SM has their own
standard rules and regulations for the Security Guards. Based on the objective the
study, the researchers will concentrate on improving the performance and
scheduling/shifting of the security guards.

The current number of Security Guards in SM Mall of Asia under SINAI Security agency
is 130 and the current situation of the schedule or shifting of Security Guards is two
shifts (12 hours per shift) 10 hours is the standard duty hours with additional minimum 2
hours overtime.

With long duty hours, they experienced tardiness that leads to not being effective
anymore and it results to unsatisfied customers and complaints regarding their service.
By conducting the Service Quality Survey we’ve known the specific complaints of
customers and it leads to one of the dimensions of service Quality which is the
Assurance and it has the greatest negative rating therefore it is the dimension which
should be prioritized the most.
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CURRENT SITUATION 2nd floor:

1st floor: Area 3 (Entrance)

Area 1 (Entrance) Entrance Cinema – 10

North Entrance A – 4 North Entrance – 2

North Entrance B – 4 North Entrance – 2

Middle Entrance – 4 South Entrance – 2

South Entrance A – 4 South Entrance – 2

South Entrance B – 4 Area 4(Roving)

Area 2 (Roving) Main Mall – 14

Main Mall – 19 Cinema - 8

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PERFORMANCE MEASUREMENT SYSTEM

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POSSIBLE GAP FROM THE GAPS MODEL

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GAP 3 – Not Delivering to Service Standards (The Service Performance Gap)

- Security guards fail to full fill their responsibilities towards their customers

- Unclear in answering customers questions

- Unexpected Absenteeism of Security Guards

CLOSING THE GAP

- Keep Security Guards motivated and satisfied by rewarding them.

- Apply Human Resource Strategies in hiring; the right people for the right job
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Why – Why Diagram:

Why-Why Diagram is a diagram where each statement is determined simply by

asking 'why' it occurs. It is a process of logical set and sequence of steps to identify
different root causes of a specific problem.

Based on the Why – Why Diagram, the root causes of failure to perform the expected
needed service by the security guards are lack of manpower and long hours of duty.
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How – How Diagram:

The How-How Diagram works by repeatedly asking the same question on how to
solve a problem by breaking down the solution into more and more explicit elements.

Above is the how-how diagram in endorsing additional Security Guards to SM

wherein Sinai Security Agency will provide more well trained and licensed security
guards to SM.

The how-how diagram above indicates the possible solutions on how to provide
necessary solutions for long duty hours of the security guards by adding another shift
which indicates to decrease the duration of their duty.
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Current Distribution of Security

Guards:

2nd floor:
1st floor:
Area 3 (Entrance)
Area 1 (Entrance)
Entrance Cinema – 10
North Entrance A – 4
North Entrance – 2
North Entrance B – 4
North Entrance – 2
Middle Entrance – 4
South Entrance – 2
South Entrance A – 4
South Entrance – 2
South Entrance B – 4
Area 4(Roving)
Area 2 (Roving)
Main Mall – 14
Main Mall – 19
Cinema - 8

Current Schedule:

7am- 7pm-
Area \ Shifts
7pm 7am
Area 1 (1st Floor
20 20
Entrance)
Area 2 (1st Floor
19 19
Roving)
Area 3 (2nd Floor
18 18
Entrance)
Area 4 (2nd Floor
22 22
Roving)
Minimum Numberof
79 79 158
SG
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Proposed Distribution of Security

Guards: ( 1st and 2nd Shifts)

2nd floor:
1st floor:
Area 3 (Entrance)
Area 1 (Entrance)
Entrance Cinema – 8
North Entrance A – 3
North Entrance – 2
North Entrance B – 3
North Entrance – 2
Middle Entrance – 3
South Entrance – 2
South Entrance A – 3
South Entrance – 2
South Entrance B – 3
Area 4(Roving)
Area 2 (Roving)
Main Mall – 6
Main Mall – 15
Cinema - 8

Proposed Distribution of Security

Guards: ( 3rd Shift)

1st floor:
2nd floor:
Area 1 (Entrance)
Area 3 (Entrance)
North Entrance A – 0
Entrance Cinema – 0
North Entrance B – 0
North Entrance – 0
Middle Entrance – 0
North Entrance – 0
South Entrance A – 0
South Entrance – 0
South Entrance B – 0
South Entrance – 0
Area 2 (Roving)
Area 4(Roving)
Main Mall – 15
Main Mall – 15
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Proposed Schedule:

7am- 3pm- 11pm-

Area \ Shifts
3pm 11pm 7am
Area 1 (1st Floor
15 15 0
entrance)
Area 2 (1st Floor
15 15 15
Roving )
Area 3 (2nd Floor
16 16 0
Entrance)
Area 4 ( 2nd Floor
14 14 15
Roving)
Minimum Number of
60 60 30
SG 150

IV. Conclusion and Recommendation

Due to long number of hours of duty the researches decided to change the shifting
hours of Security Guards, instead of two shifts we propose to make it three (3) shifts
with 8 hours per shift. This proposal will lead them to be effective Security Guards and
can do their duties well. This proposal will lead also in increasing the manpower at the
same time lessen the number of guards in some areas which does not need many
guards example in 2nd floor.