The Levels of Customer Satisfaction of Convenience Stores in Santa Rosa Bayan As Perceived

POLYTECHNICUNIVERSITY OF THE PHILIPPINES 1
CHAPTER 1
THE PROBLEM AND ITS BACKGROUND
Introduction
Customer satisfaction plays an important role in the total business trend for
the transaction and other business activities. People consider the other outcomes
of other consumer in determining their own satisfaction with a transaction.
Companies now recognize that the economy had changed. Nowadays, multi-
tasking individuals increased their expectations and preferences including the
product and services that they purchase. Measuring customer’s satisfaction is
relatively fascinating and is one of the newest concepts to many companies which
are previously focused on the income statements and balance sheets. Another,
increased competition with little product differentiation but has continual sales
growth have indicated today’s competitors that their focus must change. Customer
service is another important factor to be consider, retailers build a sustainable
competitive advantage by offering customer service. Convenience stores such as
Ministop and Seven Eleven offer not just delightful products but also warm service
to their customers. All employees of a retail firm and all elements of the retailing
mix provide services that increase the value of their merchandise. Convenience
stores sell product 24hours, 7 days a week. The convenience stores break the bulk
so that customers may enjoy foods and other products in small quantity anytime
anywhere.
Increasing competition is forcing businesses to pay much more attention to
satisfying customers, including providing strong customer service. Successful
recognizing of customer satisfaction is a critical weapon that can bring increased
market share and increased profit and even for product and service development.
The research problem is designed to provide the researchers with the information
on factors that impact the customer’s acquisition, consumption and disposition of
goods, services and ideas. Many of people underestimated the power of feedback,
the relationship that when customers rate their satisfaction level as very satisfied,
their loyalty is very high. Whenever goods, services, ideas or experiences are
transferred from one entity to another, an exchange takes place.
The researcher’s would like to study customers satisfaction to fully
understand the current trend for business in terms of the strategy, actions and
processes and the new approach which is the “lifetime value” of customers that
includes customer satisfaction and seek to increase it. The researchers choose
convenience stores that exude energy with its modern innovative, warm and
pleasantly clean ambience. The corporation’s unique combo format makes it the
only convenience store that serves in-store prepared food product 24/7.It adapts to
the needs of the consumers with both creativity and practicality, and continuously
introduces new products to supply the changing needs of the market. The
researchers aimed to prove that building customer satisfaction and loyalty is the
key to profitable business.

Background of the Study
A large factor in determining the like hood of success and profits in an
organization is customer satisfaction. When there is customer loyalty, the customer
retention rate is high and business result tends to follow. Without the customer, it is
impossible for any business to sustain itself and to continue its operations.
Achieving desired result is frequently a result of customer actions. Any business
without focus on customer satisfaction is at the mercy of the market. Without a
loyal customers eventually a competitors will satisfy those desire and your
customer retention rate will decrease. Providing the goods and services that the
customer wants in the packaging they want in retail outlets which are conveniently
to use or consume and well placed. It is clear about customer’s satisfaction is that
customer most likely to appreciate the goods and services that they buy if they are
made to feel special. This occurs when they feel that the goods and services that
they buy have been specially produced for them or for people like them.The retail
changes over time and a smart retailer should work towards making business
destination itself. Convenience stores are essentially found in residential areas.
They provide limited amount of merchandise at more than average prices with a
speedy checkout. The stores are ideal for emergency and immediate
purchases,small stores often with the extended hours and some being open 24
hours.
The researchers chose convenience stores at Santa Rosa, Bayan to conduct
their research study. On October 26, 1982, Philippine Seven Corp. (PSC) acquired
the license agreement to use the 7-Eleven Convenience Store system in the
entire Philippines from Southland Corporation of Dallas, Texas. After a month,
PSC was registered with SEC on 29 November 1982. The incorporators were Jose
T. Pardo, Vicente T. Paterno and Francisco R. Sibal. The company’s chief mission
was to introduce an entirely new retailing concept to the Filipino consumers, i.e.
operating a chain of 24-hours convenience stores. The first corporate office was
located at the ninth floor of the Century Tower building
in Salcedo Village, Makati City. Despite the aggravating political and economic
adversities, PSC gamely opened its first 7-Eleven convenience store, located at
the corner of EDSA and Kamias Streets in Kamuning, Quezon City, on February
29, 1984. This store proved to be a tough one as it weathered all types of
calamities, the EDSA revolution, and coup'd'etats. The second 7-Eleven
convenience store was opened at President Ave., BF Homes, Parañaque, which
was adjacent to the entrance of a posh subdivision, in April 1984. Having been
able to open two stores within the same year, PSC was able to make necessary
comparisons in the operations of its stores. It has learned that the primary
customers of 7-Eleven stores came from the middle class: the salaried, busy
employee who preferred a quick fix, while on his/her way home or to the office.
Minutestop--A convenience store named by a Californian consultant first
introduced the famed retail store as "...a store where everyone stops by for
a minute." Later on, the name became MINISTOP-- when the Japanese--owned
company decided to make it less of a tongue twister. The company has made its
competitive advantage among other convenient stores not only in Japan but in the
Philippines as well. Since it opened its doors to the Philippines in December 2000,
MINISTOP has always envisioned becoming the leader in the convenience store
industry. MINISTOP has made its presence felt by being the community's warmest
and friendliest modern combo store. It takes pride in its wide range of quality
products, at affordable prices and value-added service. The commitment to a
customer-focused management has given MINISTOP a competitive edge not only
in Japan but also in the Philippines. MINISTOP has been continuously expanding
to service the Filipino consumer needs. (http://ministopphilippines.
multiply.com/profile)
Theoretical Framework
According to Levy &Weitz (2007) stated from their book entitled “Retailing
Management” that the theory of Martin Fishbein provides a useful way to
summarize how customers use the information they have about alternative
products, evaluate the alternatives and select the one that best satisfies their
needs for developing a retailing strategy . Customers see a retailer, a product, or a
service as a collection of attributes or characteristics. People tend to like objects
that are associated with good characteristics and dislike objects they believe have
bad attributes. Fishbein’s theory is designed to predict a customer’s evaluation of a
product, service, or retailer based on its performance on relevant attributes and the
importance of those attributes to the customer satisfaction.
According to theory of Abraham Maslow on the Hierarchy of Needs described
that you need to motivate customer for them to act. Understanding how buyers
satisfy their needs provide guidelines for marketing actions. Consumers attempt to
match their needs with the products that satisfy their needs. People have variety of
needs including basic physiological needs (food, clothing, shelter); the need for
safety (security, stability of life); the need for relationships with other people
(family, friendship, work group companion); esteem needs (prestige, respect for
others);
Self-actualization (self-fulfillment in life or personal growth).
(http://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs)
According to McManus & Olson (2008) as stated from the book entitled
“Consumer behavior and Marketing strategy” that views the customer satisfaction
as the degree to which a product or services provides a pleasurable level of
consumption-related fulfillment. It is the degree to which a product’s performance
exceeds the consumer’s expectation for it. Customer satisfaction is a critical
concept in marketing thought and consumer research. In theory, if consumers are
satisfied with a product, services, or brand, they will be more likely to continue to
purchase it and tell others about their favorable experience with it. If they are
dissatisfied they will more likely switch products or brands and complain to
manufacturers, retailers, and other consumers. Disconfirmation refers to the
difference between the two: Pre-purchase expectations and the Post-purchase

perceptions. Pre-purchase expectations are the consumer’s beliefs about
anticipates performance of the product. Post-purchase perceptions are the
consumer’s thoughts about how well the product performed.
Conceptual Framework
A conceptual framework is the structure of the research idea and how it is put
together. A conceptual framework elaborates the research problem in relation to
relevant literature. This part of research may summarize the major dependent and
independent variables. The framework may be summarized in a schematic
diagram that presents the major variables and their hypothesized relationships.
Conceptual frameworks are a type of intermediate theory that attempt to connect to
all aspects of inquiry (problem definition, purpose, literature review, methodology,
data collection and analysis). It can act like maps that give coherence to empirical
inquiry. Because conceptual frameworks are potentially so close to empirical
inquiry, they take different forms depending upon the research question or
problem.
INPUTS PROCESS OUTPUT
Demographic profile of
the respondents in
terms of the following:
1.1 Age
1.2 Gender
1.3 Occupation
1.4 Income level The Researchers The Levels of
made use of the Customer
2. Level of customer
satisfaction according frequency, Satisfaction of
to these factors: percentage, Convenience Stores
weighted mean and at Santa Rosa
2.1 Food the likert- scale Bayan as Perceived
2.2 Price by their Customers
2.3 Service
2.3 Store lay-out
FEEDBACK LOOP
Fig. 1 Conceptual Framework Paradigm

The input contains the profile of the respondentsof the convenience stores
at Santa Rosa Bayan. It includes the demographic profile of the respondents
according to age, gender, occupation and income level.
The second frame or the process contains the methods and procedures to
be used to analyze those variables by making survey questionnaires conducting
research and use of statistical tools.
The third frame is the output which determined the Levels of Customer
satisfaction of convenience stores at Santa Rosa Bayan that will enable them to
meet the needs and wants of their customers.
The arrows include the work flow of information in the research process. The
feedback loop connects the output to the process involved as well as to the input it
made the system continuous.

Statement of the Problem
The primary objective of this paper is to determine the levels of customer
satisfaction of convenience stores at Santa Rosa Bayan.
Here are some questions that will be answered in this research:
1. What is the demographic profile of the respondents in terms of the following:
1.1 Age
1.2 Gender
1.3 Occupation
1.4 Income level
2. What are the levels of customer satisfaction of convenience stores at Santa
Rosa Bayan according to these factors:
2.1 Food
2.2Price
2.3 Service
2.4 Store lay-out

Significance of the Study
The main purpose of this research is to determine the Levels of Customer
Satisfaction of convenience stores at Santa Rosa Bayan. It will examine the levels
of customer satisfaction of the respondents and provides an analysis that will
consider the specific factors that serve as basis for formulating solution.
The proposed study serves as reference guide to the researchers in relation
to the studies that would be essential in finding information about the levels of
customer satisfaction.
Furthermore, it will benefit the convenience stores management on how to
understand customer’s satisfaction in their convenience stores so they can provide
a better and improve products for the growing trends. And also to the future
entrepreneurs the study might be helpful to create a more convenient product and
services that best satisfy customer’s needs.

Scope and Delimitation
This research will covers the topic on being fulfilled along with the given
factors related to the customer’s satisfaction to the following such as product,
price, and services towards customers, ambience and store lay-out of convenience
stores. The results of the study will be determined a sample customers of
convenience stores at Santa Rosa Bayan. Therefore, the results can only be
acquired to those who dined in the establishments. However, the result from this
study will likely be applicable to certain additional convenience stores, though not
for all convenience store.
This study is limited since only a descriptive survey research will be
conducted to the customers of convenience stores at the said place for a total of
one week. In particular, the researchers will take the 50%of its store hours, 24/7.
Thus, the results may not represent different time of the year or days of the week.
The researchers made questionnaires that will be answered by the respondents
who are at the chosen convenience stores in the given time frame.
Definition of Terms
To facilitate a better comprehension of the study, the following terms are
operationally defined:
24/7 - 24 hours a day, 7 days a week. (Merriam-Webster's Collegiate
Dictionary (11th Ed.). (2005). Springfield, MA: Merriam-Webster.)
Convenience store is a store selling a limited variety of food and
pharmaceutical items; open long hours for the convenience of customers.
(Essentials of Organizational Behavior. 2000.)
Customer lifetime value is the net present value of the cash flows attributed to
the relationship with a customer.(Marketing. 2008)
Customer retention is defined as the activity that a selling organization
undertakes in order to reduce customer defections. (Http://En.Wikipedia.Org
/Wiki/Customer_Retention)
Customer Satisfaction is the Degree of Satisfaction Provided by the Goods or
Services of a Company as Measured by the Number of Repeat Customers
(Http://Www.Businessdictionary.Com/Definition/Customer-Satisfaction.Html)
Disconfirmation is an expression of disagreement from somebody which
challenges already-held opinions, values, beliefs etc. (Merriam-Webster's
collegiate dictionary 11th Ed. 2005)
Perception is the process of attaining awareness or understanding of the
environment by organizing and interpreting sensory information
(http://en.wikipedia.org/wiki/ Perception)
CHAPTER 2
REVIEW OF RELATED LITERATURES AND STUDIES
This chapter described the different literature and studies that have direct
bearing topic undertaken. The purpose of this chapter is to review related theories,
studies, dissertation articles and existing thesis which are necessary to customer
satisfaction of convenience stores.
Foreign Literature
“Everyone knows what satisfaction is, until asked to give a description, then is
seems nobody knows”. This quote is according to Michael L. Oliver, respected
expert, time writer and researcher on the topic of customer satisfaction, expresses
the challenge of defining this most basic of customer satisfaction concept. Building
from previous definition, Oliver offers his own formal definition: “Satisfaction is the
consumer’s fulfillment response. It is a judgment that a product or service feature,
or the product or service itself, provides pleasurable level of consumption-related
fulfillment”.
As stated from the book of Giese and Cote (2006) entitled “Defining
Customer Satisfaction” it is defined as “a summary affective response of varying
intensity. The exact type of affective response and the level of intensity likely to be
experienced must be explicitly defined by a researcher depending on the context
of interest with a time-specific point of determination and limited duration. The
researcher should select the point of determination most relevant for the research
questions and identify the likely duration of the summary response. It is reasonable
to expect that consumers may consciously determine their satisfaction response
when asked by a researcher; therefore, timing is most critical to ascertain the most
accurate, well-formed response directed toward focal aspects of product
acquisition and/or consumption. The researcher should identify the focus of
interest based on the managerial or research question they face. This may include
a broad or narrow range of acquisition or consumption activities/issues.”
Based from the book of Hill (2007) entitled “Customer Satisfaction”, he
discussed that understanding the difference between customers’ attitudes and
behaviors, and how the relationship between them works, is crucial for managers
involved in any aspect of customer management. Whilst it is broadly true to say
that satisfied customers will be more loyal than dissatisfied ones, so customer
satisfaction must be important, that is almost as simplistic as concluding that
customer satisfaction can’t be important because some satisfied customers defect.
In the real world, there are different levels of customer satisfaction and these can
affect companies in widely differing ways. Since these customer behaviors have
such an obvious direct link with organization’s financial performance it has
prompted some commentators to question the value of customer satisfaction,
using phrases like ‘the satisfaction trap. Some argue that since loyalty has a
financial value, companies should focus all their efforts and resources on building
customer loyalty. Following the same logic, the fact that satisfaction per se has no
financial value would suggest that monitoring it is a pointless waste of resources,
customer loyalty being the ‘true measure’. The fact that several companies
including Xerox, GM and Forum reported that satisfied customers do defect
seemed to further devalue the whole concept of customer satisfaction, especially
when Frederick Reichheld claimed in Harvard Business Review that 65% to 85%
of customers that switched supplier were satisfied with their previous one10. This
has prompted other authors to make claims such as “one thing is certain:
currentcustomer satisfaction measurement systems cannot be used as a reliable
predictor ofrepeat purchase” or “it is impossible to accurately forecast customer
retention ratesfrom levels of customer satisfaction”

Foreign Studies
From Shermach’s (2005) research study, many organizations agree that
customer satisfaction is difficult to measure. There are a number of tests and
programs available on the market to help to understand customer satisfaction
levels; one of the most popular is a customer satisfaction survey. Unfortunately,
many of the customer satisfaction surveys distributed of organization never make it
back to the organization and if they do, they are obsolete because the y are
outdated and do not represent current customer satisfaction levels. Measuring and
understanding customer satisfaction is important however. A study conducted by
University of Texas- Austin’s McComb School of Business, formed that
“Satisfaction with product or service quality has a strong and positive impact on
customer willingness to pay.” What many companies are finding is they need a real
time feedback control under, allowing customer to communicate to the companies
at any time. As a result, customer satisfaction can be evaluated on an ongoing
basis rather than at only a specific point in the past.
According to the research study of J.D Power and Associates (2011) about
“Retail Banking Satisfaction”, customer satisfaction with retail banks increases
from 2010, despite decline in satisfaction with fees. According to Michael Beird, a
director of banking and services of the said company stated that “charging fees
and delivering high levels of satisfaction are mutually exclusive. Customers who
pay fees and also express high levels of satisfaction are more likely to report
having the following positive experiences: receiving a thorough needs assessment
when opening an account that ensures they are using the right product; engaging
in discussion of fees upfront; experiencing better personal interactions with branch
and call center staff; having fewer problems; and receiving more effective
resolution when problems do occur. An additional driver of improved satisfaction
with fees is providing customers with a full menu of products that have tangible
value, such as debit cards tied to rewards programs, free online banking and
automatic overdraft protection. “Being charged a fee does not necessarily have to
result in dissatisfaction," said Beird. "Customers who completely understand their
bank's fee structure and value the products and services they receive tend to have
higher levels of overall satisfaction, despite paying fees."
As cited from the research of Dobney.com, most customer satisfaction
measurement is conducted using a fairly standard 4 or 5 point scales from Very
Satisfied, Satisfied, (Neither), Dissatisfied, Very Dissatisfied. Typically satisfaction
is reported as the percentage of customers rating you as either Satisfied or Very
Satisfied. Unfortunately, this tends to be quite a crude measurement. Most
companies will be scoring around 75-85%. Even poorly performing local
government can still easily reach 60%. The maximum we have seen is 92%.The
difficulty is that within such studies is that year-on-year improvements are very
hard to spot. The accuracy of the study often means that changes of 1 or 2%
points are within the statistical tolerance of the design and show no real change,
yet most companies would struggle to see changes beyond 1-2%.You then have
the second question, which is if you are at 80%, how do you get to 82%? Some
clever statistical techniques might show that improving delivery from 60% to 65%
say, would improve satisfaction, but then how do firm measure and improve
delivery? For these reasons, the researchers favor using attribute and level style
approaches in conjunction with satisfaction measures to get a more actionable set
of data, and if pursued fully this leads to techniques such as quality of service
review as a mechanism for monitoring customer satisfaction within customer
relationships. A second major factor here is that satisfaction questionnaires are
really about measuring and controlling for dissatisfaction. If the company has a
satisfied customer then the only thing that the organization needs to understand is
those customers are happy. Many satisfaction surveys fail customers because the
company asks happy customers lots of irrelevant questions. In a good
questionnaire, the researcher measure which standard the service reaches and
whether the customer is happy with that standard. If the customer is not, then the
researchers will analyze the reasons for dissatisfaction. Consequently happy
customers have a shorter questionnaire and a better questionnaire experience.
(http://www.dobney.com/Research/customer _satisfaction.htm)
Local Literature
There are inward-oriented actions but may be justified as “good for the
company” in the short-run but may be “bad for the business” in the long-run
because they do not exchange patronage. Ideally, other departments must be
educated to the reality that everyone must be also outward-oriented and
participants in the marketing efforts. In the implementation of company policies and
SOP’s, they must be flexible by asking themselves if their actions and decisions in
the discharge of their duties will not be at the expense of customer satisfaction.
After all, the customers are paying for their convenience producing for end-users.
Employees or manufacturing plants and production departments must also be
educated to the demands and needs of users. When production workers have
clear ideas of what will satisfy the end-users of their products, there is greater
motivation and probability for them to comply with the quality standards. That’s
why, for instance, some mining firms organize fieldtrips for their workers to plants
that utilize their mined ores, such as manufacturer of cars, wire harness, etc.
Actually seeing the ores they produce utilized to produce high value products also
enhances the worker’s evaluation of their outputs in the mines. Customers may
even associate the quality of the company’s products with the behavior in public of
the company’s employees. (Sanchez, Ambrose G. “The Lust I Everybody’s
Business”. Cebu Daily News July 2007.)

According to the book of Tongo-Mosura and Crisostomo (2008), entitled
“Marketing”, market success happens when marketers exceed the value offered by
competitors. The customers will decide what products they will buy based on
judgments about the values offered by several different suppliers. After buying the
product, customer satisfaction depends on whether it’s perceived performance
matches or exceeds expectations. Customers form expectations through
discussion with other people, after buying a product, as well as the supplier’s
marketing activities. One caution to companies is to avoid setting very high
customer expectations through exaggerated promotional claims. When
performance of the product or service falls short of expectations, this can lead to
dissatisfaction. Therefore, the expected sales do not happen. Because today’s
competition is too intense, it is not enough to match performance and expectations.
Companies need to exceed expectations for commercial success to follow. When
expectations are met, customers are delighted with the result. The concept of
customer satisfaction helps to separate characteristics that cause dissatisfaction,
satisfactions are delight.
As cited from Entrepreneur Magazine, written by Ampy Rio (2007). He cited
that marketing is about creating consumer relevant brand values that will satisfy
specific market needs. It’s about building product awareness, influencing
consumers’ preferences and purchase considerations, and making the consumers
repeatedly avail/purchase the marketers offering. He also mentioned that every
consumer is, of course unique. Each has needs that are different from others, so it
would be unwise to custom-fit a product or service offering to a single individual.
For same reason, it would be impractical to expect the needs of all consumers to
be satisfied by a single product or service offering. Thus, the most cost-effective,
practical way to market a product is to target a specific group of customers and
consumers with largely similar needs.
Local Studies
According to Basbas, Marlyn and Cadag, Adam Carl(2008) research study
entitled “Customer Satisfaction that Affects the Success of the Business in the City
of Santa Rosa, Laguna”, they comply with the conclusion about (1)Satisfaction of
Customer, that customer will be satisfied depend on the quality of the product,
presentation and taste of the product or food. (2)Beneficiaries of the customer
satisfaction, the owner of the business or the manager and the employees or
personnel can gain benefits if the customers are satisfied with the products or
services. (3) Things that can satisfy the customer want. The services can satisfy
the customer even the location just by having a good one. The price of the product
can also affect the satisfaction of the customer’s presentation and effects.
Based from the study of Talavera (2005), “Measuring Supply Chain
Performance in Selected Philippine Manufacturing Companies”, Talavera cited that
Eng (2005) reported that a cross functional orientation in SCM has positive effects
on customer satisfaction and supply chain responsiveness in terms of improved

efficiency among different functions in the supply chain. A good experience in
information technology was also found to have a positive effect on the firm’s ability
to enhance customer satisfaction and supply chain responsiveness. Gimenez and
Ventura (2005) presented the effects of internal and external integration on
operational performance (measured in terms of reduction in costs, stock outs and
lead times). They highlighted that internal integration in the logistics-production and
logistics-marketing interface had no significant effects on performance. On the
other hand, they observed that external integration (e.g., information sharing, joint
planning, teamwork, and joint decisions on cost reduction activities) led to
reductions in costs, stock outs and lead times.
According to the survey report of Toyota Motor Philippines (2010), clients are
getting the most satisfying after-sales service among new-vehicle owners in the
country, J.D. Power Asia Pacific's 2010 Customer Service Index (CSI) study
showed. Toyota ranked best in vehicle pickup, service quality and service facility in
the J.D. Power study which also measures service initiation and service advisor.
"Customer service performance is reported as an index score based on a 1,000-
point scale," J.D. Power said in a statement. "Toyota ranks highest, achieving an
overall score of 805." Toyota, the leading brand in the Philippines in terms of sales,
is the only brand that ranked above the industry average of 795 points. It is
followed by Ford, Kia, Honda and Isuzu. J.D. Power noted that Isuzuposted the
biggest improvement in customer service performance with a score of 791 in 2010

from 764 last year. The J.D. Power CSI study in the Philippines measures the
satisfaction level vehicle owners get when they visit an authorized dealer or service
center for maintenance or repair within the first two years of car ownership. The
2010 CSI survey had 1,612 respondents who bought their vehicles from January
2008 to March 2009 and had their cars serviced between July 2009 and March
2010.
Synthesis and its Relevance to the Present Studies
Tongo-Mosura and Crisostomo said that market success happens when
marketers exceed the value offered by competitors. The customers will decide
what products they will buy based on judgments about the values offered by
several different suppliers. After buying the product, customer satisfaction depends
on whether its perceived performance matches or exceeds expectations.
According to the conclusion of Basbas, Marlyn and Cadag, Adam Carl, that
the customer will be satisfied if the quality of the product, presentation and taste is
good. The owner of the business and the employees or personnel can gain
benefits if the customers are satisfied with the product or services, by having a
good location and a set of right price for a product, it could affect the satisfaction of
a customer. As cited from online research conducted of Dobney.com, most
customer satisfaction measurement is conducted using a fairly standard 4 or 5
point scales from Very Satisfied, Satisfied, (Neither), Dissatisfied, Very
Dissatisfied. The present study concludes that a large factor in determining the
likelihood of success and profits in an organization is customer satisfaction. There
are number of tests and programs available on the market to help to understand
customer satisfaction levels; one of the most popular is a customer satisfaction
survey.
The current study might use the said measurement in conducting a survey in
the research. It will be helpful to the researchers and will benefit the company in
many ways. Assessing customer’s satisfaction is one way to assess customer
needs and wants as well as to the necessary improvement a firm might implement.
A company needs to reach out on customer’s feedback regarding with the possible
changes. Conducting a research study helps the researchers to understand how to
measure customer’s satisfaction and also gave intellectual ideas for future plans of
establishing and managing a business.

CHAPTER 3
Research Methodology
This chapter confers the methodological procedures that have been chosen
to manage the problem that were cited. It explains how the instruments used for
data collection were constructed. It also embodies the requisite details to generate
the study such as method of research used, respondents, data gathering,
statistical treatment, and sampling procedures.
Method of Research Used
The researchers used a descriptive survey research in the study. According
to Gay (2005), descriptive research is concerned with the description of data and
characteristics about a population. The goal is the acquisition of factual, accurate
and systematic data that can be used in averages, frequencies and similar
statistical calculations. It is designed for the investigator to gather information
about presenting existing conditions. It describes the nature of situation as it exists
at the time of the study and to explore the causes of particular phenomena. It
involves the collection of attain order to test hypothesis or to answer questions
concerning the current status of the subject of the study.

Population and Sample Size
There were 975 people involves in the study .There were 805 students, 137
transient, and 33 other type of customers.
After applying the Sloven’s formula the researchers arrived into 283 total
numbers of respondents.
To determine the sample size of the total population the used was:
Sloven’s formula:
N
n=
1+ Ne2
Where:
n = no. of sample (no. of observation)
N = Total population
e = error significance (5 % error)
975 975
n= n=
1+ 975 (5%)2 1+ 2.4375
975
n=
1+ 975(.0025) n = 283
Description of Respondents
The researchers only distributed its questionnaire to the customers of
convenience stores at Santa Rosa Bayan. The respondents are asked to answer
the questionnaires honestly based on their assessment in the customer’s
satisfaction of the convenience stores. The respondents easily filled out the
questionnaires for the researchers easily retrieval.
Table 1
Demographic Profile of Respondents in Terms of Age
Age Frequency Percentage (%)

13 – 22 yrs. old 384 67.84%
23 – 31 yrs. old 98 17.31%
32 – 41 yrs. old 51 9.01%
42 yrs. old above 33 5.83%
Total 566 100%
This table shows that out of five hundred sixty six (566) respondents, three
hundred eighty four (384) respondents got the highest percentage of sixty seven
point eighty four point percent (67.84%) from ages thirteen to twenty two (13-22)
years old, followed by ages twenty three to thirty one (23-31) years old with ninety
eight (98) or seventeen point thirty one percent (17.31%) next is fifty one (51) or
nine point zero one percent (9.01%) while there were thirty three (33) respondents
with a lowest percentage of five point eighty three percent (5.83%), from ages forty
two years old and above (42 yrs. old above).

Table 2
Demographic Profile of the Respondents in Terms of Gender
Gender Frequency Percentage (%)

Male 266 47.00%
Female 300 53.00%
Total 566 100
The above table displays that out of five hundred sixty six (566) respondents,
two hundred sixty six (266) with a percentage of forty seven percent (47.00%) were
male and three hundred (300) and fifty three percent (53.00%) were female.
Table 3
Demographic Profile of the Respondents in Terms of Occupation
Occupation Frequency Percentage (%)

Office worker 105 18.55%
Teacher 29 5.12%
Factory worker 25 4.42%
Student 326 57.60%
Businessman 32 5.65%
Other 49 8.66%
Total 566 100%
This diagram presents that out of five hundred sixty six (566) respondents,
three hundred twenty six (326) or fifty seven point sixty percent (57.60%) who got
the highest percentage were student, while twenty five (25) or four point forty two
percent (4.42%) who got the lowest percentage were factory worker.
Table 4
Demographic Profile of the Respondents in Terms of Income Level
Income Level Frequency Percentage (%)

Php5,000-below 349 61.66%
Php5,001-Php 15,000 155 27.39%
Php15,001-Php 25,000 40 28.27%
Php25,001- above 22 3.89%
Average 566 100%
The table reveals that out of five hundred sixty six (566) respondents three
hundred forty nine (349) respondents got the highest percentage of sixty one point
sixty six percent (61.66%), whose monthly income is ranging from five thousand
pesos and below (Php5, 000-below), while twenty two (22) respondents got the
lowest percentage of three point eighty nine percent (3.89%), whose monthly
income is from twenty five thousand and one and above (Php25, 001-above).
Instrument Used
The researchers made use of an accidental sampling under non-probability
sampling as it sampling procedure, where in the researcher were able to distribute
questionnaires to 283 respondent customers in the span of survey time.
The survey questionnaire was used as research instrument. The questionnaire was
actually divided into two major parts. The first part was on demographic profile,
which includes the age, gender, occupation and income level.
The second part was question related to the Levels of Customer
Satisfaction of Convenience Stores Santa Rosa Bayan. The researcher applied the
likert– scales, Strongly Satisfied, Satisfied, Moderately Satisfied, Dissatisfied, and
Strongly Dissatisfied. The respondents were asked to check from among the listed
option which they see fit to describe their preference for each of the statement
given.
The following procedures have been used:
Weighted Mean Verbal Interpretation

4.20- 5.00 Strongly Satisfied
3.40- 4.19 Satisfied
2.60- 3.39 Moderately Satisfied
1.80 - 2.59 Dissatisfied
1.00 – 1.79 Strongly Dissatisfied
Sampling Procedure
The researcher used the following gathering procedure for the study. First,
they had gone in observing convenience stores at Santa Rosa Bayan and its
customers. Then the group had proceeded with two parts, survey questionnaire
that is focused on the levels of customers’ satisfaction in convenience stores at
Santa Rosa Bayan. This primary data were gathered by means of visiting the store
using survey questionnaire to its customers. The researcher also need the
secondary source of data coming from different books, published materials and
online sources related to The Levels Of Customer Satisfaction of Convenience
Stores in Santa Rosa Bayan.
Statistical Treatment of Data
The Researchers used statistics as the basic tools of measurement research,
in order to analyze the data gathered by the researchers. The Tabulated frequency
distribution is appropriate for the analysis. The answers in the questionnaire which
are in the likert- scale style were tabulated and analyzed by the used theory given.
The proponent made use of the frequency and percentage, the weighted
mean and lastly the likert- scale.
Likert- Scale is the descriptive rating for a given weighted mean.
Frequency is defined as the total number of the respondents who favored for
that item over the other item while on the other hand percentage of a given item is
computed survey. This is a useful indicator of finding the most and at the same
time the least favored of the respondents in the group.
Percentage distribution – it is a measure of ratio of the number of frequency to the
number of population in term of percentage.
Percentage Formula:
P= f x 100
n
Where:
P- Percentage
f- Frequency
n- Number total sample
Weighted Mean Formula:
∑fx
WM=
n
Where:
f- Frequency
n- Number of samples
w- Weight factor
CHAPTER 4
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This chapter presents the data collected by the methods described in chapter
III. The researchers employed the questionnaire to collect the data.

Table 5
The Level of Customer Satisfaction of Convenience Stores Santa Rosa Bayan in
terms of Food
Store A 5(SS) 4(S) 3(MS) 2(DS) 1(SD) Weighted Verbal

Mean Interpretation
FOOD
1.There are different

variants to choose from 94 104 82 1 2 Satisfied
4.01
2.The food offered are
always hot 63 104 95 17 4 Satisfied
3.71
3.The food
presentation is eye 64 117 91 9 2 Satisfied
3.81
catching
4. The food offered
meet the projected 62 120 87 10 4 Satisfied
3.80
taste
General weighted mean Satisfied

3.83
The table shows that in “Store A” item number 1 “There are different variants
to choose from” got the highest weighted mean of four point zero one (4.01) with
the verbal interpretation of “Satisfied”, followed by item number 3 “The food
presentation is always catching” with the weighted mean of tree point eighty-one
(3.81) with the verbal interpretation of “Satisfied” and the by item number 4, “The
food offered meet the projected taste” having weighted mean of three point eighty
(3.80) with verbal interpretation of “Satisfied”. Then lastly item number 2 “The food
is always hot” with the weighted mean of three point seventy-one (3.71) with a
verbal interpretation of “Satisfied”. And an average weighted mean of three point
eighty-three (3.83) with the verbal interpretation of “Satisfied”.
According to Shermach’s (2005) research study, many organizations agree
that customer satisfaction is difficult to measure. There are a number of tests and
programs available on the market to help to understand customer satisfaction
levels; one of the most popular is a customer satisfaction survey. Unfortunately,
many of the customer satisfaction surveys distributed of organization never make it
back to the organization and if they do, they are obsolete because the y are
outdated and do not represent current customer satisfaction levels.
Table 5.1

terms of Food
Store B 5(SS) 4(S) 3(MS) 2(DS) 1(SD) Weighted Verbal

Mean Interpretation
FOOD
1.There are different

variants to choose from 126 108 41 6 2 Satisfied
4.24
2.The food offered are
always hot 81 135 63 3 1 Satisfied
4.03
3.The food presentation is
eye catching 70 154 56 2 1 Satisfied
4.02
4. The food offered meet
the projected taste 153 77 47 5 1 Satisfied
4.33
General weighted mean 4.16 Satisfied
The above table presents that in “Store B” item number 4 “The food offered
meet the projected taste” got the highest weighted mean of four point thirty-three
(4.33) with verbal interpretation of “Strongly Satisfied”, followed by item number 1,
“The are different variants to choose from” having weighted mean of four point
twenty four (4.24) with a verbal interpretation of “Strongly Satisfied”. Then followed
by item number 2 “The food is always hot” with weighted mean of four point zero
three (4.03) with the verbal interpretation of “Satisfied”. And lastly, items number 3
“The food presentation is eye catching” with the lowest weighted mean of four point
zero two (4.02) with a verbal interpretation of “Satisfied”, and a general weighted
mean of three point fifty-two (3.52) with a verbal interpretation of “Satisfied”.
According to the research study of J.D Power and Associates (2011) about
“Retail Banking Satisfaction”, customer satisfaction with retail banks increases
from 2010, despite decline in satisfaction with fees. According to Michael Beird, a
director of banking and services of the said company stated that “charging fees
and delivering high levels of satisfaction are mutually exclusive. Customers who
pay fees and also express high levels of satisfaction are more likely to report
having the following positive experiences: receiving a thorough needs assessment
when opening an account that ensures they are using the right product; engaging
in discussion of fees upfront; experiencing better personal interactions with branch
and call center staff; having fewer problems; and receiving more effective
resolution when problems do occur.
Table 6
terms of Price

Mean Interpretation
PRICE
1.The price offered by the
convenience store is 65 97 93 25 3 Satisfied
3.70
noticeable to customers
2. The price offered by the
convenience store meets the 41 117 100 21 4 Moderately
3.59 satisfied
expected quantity of the food
availed.
3. The price can be
44 136 82 18 3 Moderately
obtained anytime 3.71 satisfied
4. The convenience store

set prices in relation to its 52 123 87 18 3 Moderately
3.72 satisfied
competitors

3.68
This table presents that in “Store A” item number 4 “The convenience store
set prices in relation to its competitors” got the highest weighted mean of three
point seventy-two (3.72) with a verbal interpretation of “Satisfied”, followed by item
number 3 “The price can be obtained anytime” got a weighted mean of three point
seventy-one (3.71) with verbal interpretation of “Satisfied”. Then third is item
number 1 “The price offered by the convenience store is noticeable to customers”
having weighted mean of three point forty-seventy (3.70) with verbal interpretation
of “Satisfied”, lastly item number 2 “The price offered by the convenience store
meets the expected quantity of the food availed.” having three point fifty-nine (3.59)
with verbal interpretation of “Moderately Satisfied”, and a general weighted mean
of three point sixty-eight (3.68) with a verbal interpretation of “Satisfied”.
As cited from the research of Dobney.com, most customer satisfaction
measurement is conducted using a fairly standard 4 or 5 point scales from Very
Satisfied, Satisfied, (Neither), Dissatisfied, Very Dissatisfied. Typically satisfaction
is reported as the percentage of customers rating you as either Satisfied or Very
Satisfied.
Table 6.1

terms of Price

Mean Interpretation
PRICE
1.The price offered by the
convenience store is 45 114 87 30 7 Satisfied
3.56
noticeable to customers
2. The price offered by the
convenience store meets the 26 73 166 16 2 Moderately
3.37 satisfied
expected quantity of the food
availed.
3. The price can be obtained
anytime 25 79 135 38 6 Moderately
3.28 satisfied
set prices in relation to its 35 61 142 36 9 Moderately
3.27 satisfied
competitors
In “Store B” item number 1 “The price offered by the convenience store is
noticeable to customers” “got the highest weighted mean of three point fifty-six
(3.56) with a verbal interpretation of “Satisfied”, followed by item number 2 “The
price offered by the convenience store meets the expected quantity of the food
availed.” with a weighted mean of three point thirty-seven (3.37) with verbal
interpretation of “Moderately Satisfied”. Then third is item number 3 “The price can
be obtained anytime” having weighted mean of three point twenty-eight (3.28) with
verbal interpretation of “Moderately Satisfied”, lastly item number 4 “The
convenience store set prices in relation to its competitors” having a weighted mean
of three point twenty-seven (3.27) with verbal interpretation of “Moderately
Satisfied”, and a general weighted mean of three point thirty-seven (3.37) with a
verbal interpretation of “Moderately Satisfied”.

According to the book of Tongo-Mosura and Crisostomo (2008), entitled
“Marketing”, market success happens when marketers exceed the value offered by
competitors. The customers will decide what products they will buy based on
judgments about the values offered by several different suppliers. After buying the
product, customer satisfaction depends on whether it’s perceived performance
matches or exceeds expectations. Customers form expectations through
discussion with other people, after buying a product, as well as the supplier’s
marketing activities. One caution to companies is to avoid setting very high
customer expectations through exaggerated promotional claims.
Table 7
terms of Service

Mean Interpretation
SERVICE
1.The cashier show politeness
117 75 60 16 15 Satisfied
in every customers 3.93
2. The security guard
52 92 72 46 21 Moderately
expresses gratitude to every 3.38 satisfied
customer as they visit and leave
the store.
3. The service crews are

93 95 78 14 3 Satisfied
approachable whenever you 3.92
need them
86 88 81 22 6 Satisfied
makes the customer feel 3.80
comfortable and at ease within
the store

3.76
The table reveals that in “Store A” item number 1 “The cashier show
politeness in every customer” got the highest weighted mean of three point ninety-
three (3.93) with the verbal interpretation of “Satisfied”, followed by item number 3
“The service crews are approachable whenever you need them” with a weighted
mean of three point ninety-two (3.92) with the verbal interpretation of “Satisfied”
and third is the item number 4 “The convenience store makes the customer feel
comfortable and at ease within the store” got the weighted mean of three point
eighty (3.80) with the verbal interpretation of “Satisfied” and lastly item number 2
“The security guard expresses gratitude to every customer as they visit and leave
the store.” got the lowest weighted mean of three point thirty-eight (3.38) with the
verbal interpretation of “Moderately Satisfied”. And a general weighted mean of
three point seventy-six (3.76) with the verbal interpretation of “Satisfied”.
As cited from Entrepreneur Magazine, written by Ampy Rio
(2007). He cited that marketing is about creating consumer relevant brand values
that will satisfy specific market needs. It’s about building product awareness,
influencing consumers’ preferences and purchase considerations, and making the
consumers repeatedly avail/purchase the marketers offering. He also mentioned
that every consumer is, of course unique. Each has needs that are different from
others, so it would be unwise to custom-fit a product or service offering to a single
individual. For same reason, it would be impractical to expect the needs of all
consumers to be satisfied by a single product or service offering. Thus, the most
cost-effective, practical way to market a product is to target a specific group of
customers and consumers with largely similar needs.
Table 7.1

terms of Service

Mean Interpretation
SERVICE
1.The cashier show
politeness in every 78 62 93 32 18 Satisfied
3.54
customers
2. The security guard
37 64 116 42 24 Moderately
expresses gratitude to every 3.16 satisfied
customer as they visit and
leave the store.
3. The service crews are

93 52 125 10 3 Satisfied
approachable whenever you 3.78
need them
32 156 85 8 2 Satisfied
makes the customer feel 3.74
comfortable and at ease
within the store
Average weighted mean 3.56 Satisfied
In “Store B” item number 3 “The service crews are approachable
whenever you need them” got the highest weighted mean of three point seventy-
eight (3.78) with the verbal interpretation of “Satisfied”, followed by item number 4
“The convenience store makes the customer feel comfortable and at ease within
the store” with a weighted mean of three point seventy-four (3.74) with the verbal
interpretation of “Satisfied” and third is the item number 1 “The cashier show
politeness in every customer” got the weighted mean of three point fifty-four (3.54)
with the verbal interpretation of “Satisfied” and lastly item number 2 “The security
guard expresses gratitude to every customer as they visit and leave the store.” got
the lowest weighted mean of three point sixteen (3.16) with the verbal
interpretation of “Moderately Satisfied”. And a general weighted mean of three
point sixty-six (3.66) with the verbal interpretation of “Satisfied”.
According to Basbas, Marlyn and Cadag, Adam Carl(2008) research study
entitled “Customer Satisfaction that Affects the Success of the Business in the City
of Santa Rosa, Laguna”, they comply with the conclusion about (1)Satisfaction of
Customer, that customer will be satisfied depend on the quality of the product,
presentation and taste of the product or food. (2)Beneficiaries of the customer

satisfaction, the owner of the business or the manager and the employees or
personnel can gain benefits if the customers are satisfied with the products or
services. (3) Things that can satisfy the customer want. The services can satisfy
the customer even the location just by having a good one. The price of the product
can also affect the satisfaction of the customer’s presentation and effects.
Table 8
The Level of Customer Satisfaction of Convenience Stores at Santa Rosa Bayan

in terms of Store Lay-out

Mean Interpretation
STORE LAY-OUT
1.The convenience store is
accessible 98 83 94 5 3 Satisfied
3.95
2. The convenience store has
wider space for a large number 57 105 81 36 4 Satisfied
3.61
of customers
75 106 78 21 3 Satisfied
position of a station (e.g. 3.82
counter, dining) is placed

accordingly
4. The distance of each table is
enough to give way to other 64 95 89 33 2 Satisfied
3.65
customer

3.76
This table presents that in “Store A” item number 1 “The convenience store is
accessible” got the highest weighted mean of three point ninety-five (3.95) with a
verbal interpretation “Satisfied”, followed by item number 3 “The convenience store
position of a station (e.g. counter, dining) is placed accordingly” with a weighed
mean of three point eighty-two (3.82) with a verbal interpretation of “Satisfied”. And
third is number 4 “The distance of each table is enough to give way to other
customer” got a weighted mean of three point sixty-five (3.65) with the verbal
interpretation of “Satisfied”, and lastly number 2 “The convenience store has wider
space for a large number of customers” got the lowest weighted mean of three
point sixty-one (3.61) with a verbal interpretation of “Satisfied”, and a general
weighted mean of three point seventy-six (3.76) with a verbal interpretation of
“Satisfied”.
Based from the study of Talavera (2005), “Measuring Supply Chain
Performance in Selected Philippine Manufacturing Companies”, Talavera cited that
Eng (2005) reported that a cross functional orientation in SCM has positive effects
on customer satisfaction and supply chain responsiveness in terms of improved
efficiency among different functions in the supply chain. A good experience in

information technology was also found to have a positive effect on the firm’s ability
to enhance customer satisfaction and supply chain responsiveness. Gimenez and
Ventura (2005) presented the effects of internal and external integration on
operational performance (measured in terms of reduction in costs, stock outs and
lead times). They highlighted that internal integration in the logistics-production and
logistics-marketing interface had no significant effects on performance. On the
other hand, they observed that external integration (e.g., information sharing, joint
planning, teamwork, and joint decisions on cost reduction activities) led to
reductions in costs, stock outs and lead times.
Table 8.1
The Level of Customer Satisfaction of Convenience Stores at Santa Rosa

Bayan in terms of Store Lay-out

Mean Interpretation
STORE LAY-OUT
1.The convenience store is
accessible 114 82 63 19 5 Satisfied
3.99
has wider space for a large 51 121 104 6 1 Satisfied
3.75
number of customers
position of a station (e.g. 27 132 114 8 2 Satisfied
3.63
counter, dining) is placed
accordingly
4. The distance of each table
is enough to give way to 63 114 94 11 1 Satisfied
3.80
other customer
This table shows that in “Store B” item number 1 “The convenience store is
accessible” got the highest weighted mean of three point ninety-nine (3.99) with a
verbal interpretation “Satisfied”, followed by item number 4 “The distance of each
table is enough to give way to other customer” with a weighted mean of three point
eighty (3.80) with a verbal interpretation of “Satisfied”. And third is number 2 “The
convenience store has wider space for a large number of customers” got a
weighted mean of three point seventy-five (3.75) with the verbal interpretation of
“Satisfied”, and lastly number 3 “The convenience store position of a station (e.g.
counter, dining) is placed accordingly” got the lowest weighted mean of three point
sixty-three (3.63) with a verbal interpretation of “Satisfied”, and a general weighted
mean of three point seventy-eight (3.78) with a verbal interpretation of “Satisfied”.
According to the survey report of Toyota Motor Philippines (2010). "Customer
service performance is reported as an index score based on a 1,000-point scale,"
J.D. Power said in a statement. "Toyota ranks highest, achieving an overall score
of 805." Toyota, the leading brand in the Philippines in terms of sales, is the only
brand that ranked above the industry average of 795 points. It is followed by Ford,
Kia, Honda and Isuzu. J.D. Power noted that Isuzuposted the biggest improvement
in customer service performance with a score of 791 in 2010 from 764 last year.
The J.D. Power CSI study in the Philippines measures the satisfaction level vehicle
owners get when they visit an authorized dealer or service center for maintenance
or repair within the first two years of car ownership. The 2010 CSI survey had
1,612 respondents who bought their vehicles from January 2008 to March 2009
and had their cars serviced between July 2009 and March 2010.
Table 9
The Level of Customer Satisfaction of Convenience Stores at Santa Rosa Bayan in
terms of Food, Price, Service and Store lay-out
Store A Store B average Verbal

Interpretation
1.Food
3.83 4.16 4.0 Satisfied
2. Price
3.68 3.37 3.53 Satisfied
3. Service
3.76 3.56 3.66 Satisfied
4. Store lay-out
3.76 3.79 3.78 Satisfied

This table shows that in general aspect of the four factors, the “Food” got the
highest average of four point zero (4.0) with a verbal interpretation of “Satisfied”,
followed by “Store lay-out” having an average of three point seventy-eight (3.78)
with verbal interpretation of “Satisfied”, then “Service” having an average of three
point sixty-six (3.66) and verbal interpretation of “Satisfied”, lastly, the “Price” got
the lowest average of three point fifty-three (3.53) with a verbal interpretation of
“Satisfied”. And a general weighted mean of three point seventy-four (3.74) with
verbal interpretation of “Satisfied”
CHAPTER 5
SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATION
Summary of Findings
This chapter sums up all the findings situated in the study. It intends to make
a contribution in the improvement of the business knowledge by studying the
Customers Satisfaction of convenience stores at Santa Rosa Bayan.
1.) Table 5 The table shows that in “Store A” item number 1 “There are different
variants to choose from” got the highest weighted mean of four point zero one
(4.01) with the verbal interpretation of “Satisfied”, followed by item number 3

“The food presentation is always catching” with the weighted mean of tree
point eighty-one (3.81) with the verbal interpretation of “Satisfied” and the by
item number 4, “The food offered meet the projected taste” having weighted
mean of three point eighty (3.80) with verbal interpretation of “Satisfied”. Then
lastly item number 2 “The food is always hot” with the weighted mean of three
point seventy-one (3.71) with a verbal interpretation of “Satisfied”. And an
average weighted mean of three point eighty-three (3.83) with the verbal
interpretation of “Satisfied”.
In “Store B” item number 4 “The food offered meet the projected taste”
got the highest weighted mean of four point thirty-three (4.33) with verbal
interpretation of “Strongly Satisfied”, followed by item number 1, “The are
different variants to choose from” having weighted mean of four point twenty
four (4.24) with a verbal interpretation of “Strongly Satisfied”. Then followed by
item number 2 “The food is always hot” with weighted mean of four point zero
three (4.03) with the verbal interpretation of “Satisfied”. And lastly, items
number 3 “The food presentation is eye catching” with the lowest weighted
mean of four point zero two (4.02) with a verbal interpretation of “Satisfied”,
and a general weighted mean of three point fifty-two (3.52) with a verbal
interpretation of “Satisfied”.
2.) Table 6 presents that in “Store A” item number 4 “The convenience store set
prices in relation to its competitors” got the highest weighted mean of three
point seventy-two (3.72) with a verbal interpretation of “Satisfied”, followed by
item number 3 “The price can be obtained anytime” got a weighted mean of
three point seventy-one (3.71) with verbal interpretation of “Satisfied”. Then
third is item number 1 “The price offered by the convenience store is
noticeable to customers” having weighted mean of three point forty-seventy
(3.70) with verbal interpretation of “Satisfied”, lastly item number 2 “The price
offered by the convenience store meets the expected quantity of the food
availed.” having three point fifty-nine (3.59) with verbal interpretation of
“Moderately Satisfied”, and a general weighted mean of three point sixty-eight
(3.68) with a verbal interpretation of “Satisfied”.
In “Store B” item number 1 “The price offered by the convenience store
is noticeable to customers” “got the highest weighted mean of three point fifty-
six (3.56) with a verbal interpretation of “Satisfied”, followed by item number 2
“The price offered by the convenience store meets the expected quantity of
the food availed.” with a weighted mean of three point thirty-seven (3.37) with
verbal interpretation of “Moderately Satisfied”. Then third is item number 3
“The price can be obtained anytime” having weighted mean of three point
twenty-eight (3.28) with verbal interpretation of “Moderately Satisfied”, lastly
item number 4 “The convenience store set prices in relation to its competitors”
having a weighted mean of three point twenty-seven (3.27) with verbal
interpretation of “Moderately Satisfied”, and a general weighted mean of three
point thirty-seven (3.37) with a verbal interpretation of “Moderately Satisfied”.
3.) The table 7 reveals that in “Store A” item number 1 “The cashier show
politeness in every customer” got the highest weighted mean of three point
ninety-three (3.93) with the verbal interpretation of “Satisfied”, followed by item
number 3 “The service crews are approachable whenever you need them”
with a weighted mean of three point ninety-two (3.92) with the verbal
interpretation of “Satisfied” and third is the item number 4 “The convenience
store makes the customer feel comfortable and at ease within the store” got
the weighted mean of three point eighty (3.80) with the verbal interpretation of
“Satisfied” and lastly item number 2 “The security guard expresses gratitude to
every customer as they visit and leave the store.” got the lowest weighted
mean of three point thirty-eight (3.38) with the verbal interpretation of
“Moderately Satisfied”. And a general weighted mean of three point seventy-
six (3.76) with the verbal interpretation of “Satisfied”.
In “Store B” item number 3 “The service crews are approachable
whenever you need them” got the highest weighted mean of three point
seventy-eight (3.78) with the verbal interpretation of “Satisfied”, followed by
item number 4 “The convenience store makes the customer feel comfortable
and at ease within the store” with a weighted mean of three point seventy-four
(3.74) with the verbal interpretation of “Satisfied” and third is the item number
1 “The cashier show politeness in every customer” got the weighted mean of
three point fifty-four (3.54) with the verbal interpretation of “Satisfied” and
lastly item number 2 “The security guard expresses gratitude to every
customer as they visit and leave the store.” got the lowest weighted mean of
three point sixteen (3.16) with the verbal interpretation of “Moderately
Satisfied”. And a general weighted mean of three point sixty-six (3.66) with
the verbal interpretation of “Satisfied”.
4.) Table 8 presents that in “Store A” item number 1 “The convenience store is
accessible” got the highest weighted mean of three point ninety-five (3.95)
with a verbal interpretation “Satisfied”, followed by item number 3 “The
convenience store position of a station (e.g. counter, dining) is placed
accordingly” with a weighed mean of three point eighty-two (3.82) with a
verbal interpretation of “Satisfied”. And third is number 4 “The distance of
each table is enough to give way to other customer” got a weighted mean of
three point sixty-five (3.65) with the verbal interpretation of “Satisfied”, and
lastly number 2 “The convenience store has wider space for a large number
of customers” got the lowest weighted mean of three point sixty-one (3.61)
with a verbal interpretation of “Satisfied”, and a general weighted mean of
three point seventy-six (3.76) with a verbal interpretation of “Satisfied”.

And in “Store B” item number 1 “The convenience store is accessible”
got the highest weighted mean of three point ninety-nine (3.99) with a verbal
interpretation “Satisfied”, followed by item number 4 “The distance of each
table is enough to give way to other customer” with a weighted mean of three
point eighty (3.80) with a verbal interpretation of “Satisfied”. And third is
number 2 “The convenience store has wider space for a large number of
customers” got a weighted mean of three point seventy-five (3.75) with the
verbal interpretation of “Satisfied”, and lastly number 3 “The convenience
store position of a station (e.g. counter, dining) is placed accordingly” got the
lowest weighted mean of three point sixty-three (3.63) with a verbal
interpretation of “Satisfied”, and a general weighted mean of three point
seventy-eight (3.78) with a verbal interpretation of “Satisfied”.
5.) Table 9 shows that in general aspect between the four factors, the “Food” got
the highest average of four point zero (4.0) with a verbal interpretation of
“Satisfied”, followed by “Store lay-out” having an average of three point
seventy-eight (3.78) with verbal interpretation of “Satisfied”, then “Service”
having an average of three point sixty-six (3.66) and verbal interpretation of
“Satisfied”, lastly, the “Price” got the lowest average of three point fifty-three
(3.53) with a verbal interpretation of “Satisfied”. And a general weighted mean
of three point seventy-four (3.74) with verbal interpretation of “Satisfied”

Conclusion
In the light of the above results, the following conclusion can now be made.
1. Age
Majority of the respondents were mainly young adults aging from 13-22
2. Gender
Male respondents took the larger percentage over the Female respondents.
3. Occupation
The largest numbers of respondents were mainly students.

4. Income level
Most of the respondents earn a monthly income or allowance ranging 5000-
below
5. Food
Majority of the respondents were satisfied by the different variants of food to
choose in the convenience stores at Santa Rosa Bayan, while the lowest numbers
of respondents were also satisfied that their food is always hot.
6. Price
The massive numbers of respondents were satisfied that the price is
noticeable, while the lowest number of respondents were moderately satisfied that
the price offered by the convenience store meets the expected quantity of the food
availed.
7. Service
Most of the respondents were satisfied that the service crews are
approachable whenever you need them. And the least number of respondents are
moderately satisfied that the security guard expresses gratitude to every customer
as they visit and leave the store.
8. Store Lay-out
Majority of the respondents were satisfied that the convenience store is
accessible, while the least number of respondents were also satisfied the
convenience store has wider space for a large number of customers.
Recommendation
Based on the conclusions mentioned, the researchers may endorse to the
convenience stores at Santa Rosa Bayan the significance of customer satisfaction
to their business, and the recommendations are as follow:
1. The researchers recommend that the management may try to make new
strategies that will catch the attention of all the customers with different
ages. They may also provide token of appreciation like discount, loyalty
cards, and raffle coupons to their customers.
2. The researchers advised that management may offer products that are also
applicable to adult customers that will suits their taste and preferences. And
continue to discover more products that will encourage and retain existing
customers specially students.
3. The researchers recommend the management offer more products that suit
the income capacity of the majority of the respondents who’s earning a
minimum income level.
4. The researchers recommend that the management shall consider adding
promotional tools of their offered meals so that customers will be familiar
that they also provide rice meals. The management shall try to improve the
appearance of the food that will attract larger number of customers.
5. The researchers recommend that the cashiers, service crews and security
guard of the store must enhance their politeness and cheerfulness to every
customer. All personnel of the convenience store must improve their skills
on how they accommodate the needs of their customers. The management
are advised to have or develop training materials for their employees
regarding on the customer relationship management
6. The management is advice to have a vast space and add more facilities to
improve the accommodation and comfort of every customer.


The Levels of Customer Satisfaction of Convenience Stores in Santa Rosa Bayan As Perceived

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POLYTECHNICUNIVERSITY OF THE PHILIPPINES 1

THE PROBLEM AND ITS BACKGROUND

of other consumer in determining their own satisfaction with a transaction.

tasking individuals increased their expectations and preferences including the

product and services that they purchase. Measuring customer’s satisfaction is

service is another important factor to be consider, retailers build a sustainable

competitive advantage by offering customer service. Convenience stores such as

Increasing competition is forcing businesses to pay much more attention to

satisfying customers, including providing strong customer service. Successful

recognizing of customer satisfaction is a critical weapon that can bring increased

on factors that impact the customer’s acquisition, consumption and disposition of

transferred from one entity to another, an exchange takes place.

The researcher’s would like to study customers satisfaction to fully

key to profitable business.

Background of the Study

A large factor in determining the like hood of success and profits in an

organization is customer satisfaction. When there is customer loyalty, the customer

Achieving desired result is frequently a result of customer actions. Any business

without focus on customer satisfaction is at the mercy of the market. Without a

destination itself. Convenience stores are essentially found in residential areas.

The researchers chose convenience stores at Santa Rosa, Bayan to conduct

entire Philippines from Southland Corporation of Dallas, Texas. After a month,

located at the ninth floor of the Century Tower building

in Salcedo Village, Makati City. Despite the aggravating political and economic

the corner of EDSA and Kamias Streets in Kamuning, Quezon City, on February

calamities, the EDSA revolution, and coup'd'etats. The second 7-Eleven

convenience store was opened at President Ave., BF Homes, Parañaque, which

Minutestop--A convenience store named by a Californian consultant first

products, at affordable prices and value-added service. The commitment to a

customer-focused management has given MINISTOP a competitive edge not only

to service the Filipino consumer needs. (http://ministopphilippines.

Management” that the theory of Martin Fishbein provides a useful way to

needs for developing a retailing strategy . Customers see a retailer, a product, or a

service as a collection of attributes or characteristics. People tend to like objects

bad attributes. Fishbein’s theory is designed to predict a customer’s evaluation of a

importance of those attributes to the customer satisfaction.

According to theory of Abraham Maslow on the Hierarchy of Needs described

Self-actualization (self-fulfillment in life or personal growth).

as the degree to which a product or services provides a pleasurable level of

consumption-related fulfillment. It is the degree to which a product’s performance

exceeds the consumer’s expectation for it. Customer satisfaction is a critical

concept in marketing thought and consumer research. In theory, if consumers are

manufacturers, retailers, and other consumers. Disconfirmation refers to the

difference between the two: Pre-purchase expectations and the Post-purchase

perceptions. Pre-purchase expectations are the consumer’s beliefs about

anticipates performance of the product. Post-purchase perceptions are the

consumer’s thoughts about how well the product performed.

together. A conceptual framework elaborates the research problem in relation to

independent variables. The framework may be summarized in a schematic

Conceptual frameworks are a type of intermediate theory that attempt to connect to

all aspects of inquiry (problem definition, purpose, literature review, methodology,

inquiry. Because conceptual frameworks are potentially so close to empirical

INPUTS PROCESS OUTPUT

Fig. 1 Conceptual Framework Paradigm

at Santa Rosa Bayan. It includes the demographic profile of the respondents

according to age, gender, occupation and income level.

be used to analyze those variables by making survey questionnaires conducting

research and use of statistical tools.

meet the needs and wants of their customers.

made the system continuous.

Statement of the Problem

The primary objective of this paper is to determine the levels of customer

satisfaction of convenience stores at Santa Rosa Bayan.