ATTITUDES, SATISFACTION AND LOYALTY OF CUSTOMERS ON SHOP

SUKI OF KCC MALL OF GENSAN

_________________________________________________________________

By

KIMBERLY C. DELOS SANTOS

JERALYN ARISTALES

MAYLENE CAQUIS

AMIRAH JOY CASTILLON

____________________________________________________

A Thesis Submitted to the Department of

Bachelor of Science in Business Management
Gensantos Foundation College Incorporated (GFCI)
General Santos City

________________________________________

In Partial Requirement for the Degree of

Bachelor of Science in Business Administration
Major in Financial Management
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April 2021

ACKNOWLEDGMENT

This thesis would not have been possible without the all-embracing help,

encouragement and prayers of those people whom the researcher would like to

sincerely thank. The many acts of kindness and assistance extended to the

researcher will always be cherished:

Prof. Ronel T. Batisla-on, their adviser, who never get tired of encouraging

and helping them in accomplishing this research study;

Mrs. Nieva C Singson, the operation manager of Shopsuki of KCC Mall of

Gensan, who whole heartedly accepts our request and helps us in our needs

when we were conducting the study;

The respondents of the study, the customers of Shopsuki of KCC Mall of

Gensan, for their cooperation and willingness to answer the questionnaire;

More than ordinary gratitude is due to the parents, friends and relatives of

the researchers, for their undying support, encouragement, and love;

To the unmentioned person but shared a big role to finish the research;

Finally, to the Almighty God who continuously give her the wisdom,

providence, strength and talent that sustained her to successfully finished this

study.

RESEARCHERS
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TABLE OF CONTENTS

Page

TITLE PAGE …………………………...…………………………………………...…...i

ACKNOWLEDGEMENT…………….………………….………….…………………...ii

LIST OF TABLES……………………………………………………………. ….……...iii

Chapter

I THE PROBLEM

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

Statement of the problem.…………………………………….….…......3

Hypothesis.……………………………………………………….……….5

Scope and delimitation ………….. ..………………………...…….…....5

Significance of the study.……………....……………………....….…....5

Definition of terms ……………………………………………………….6

II REVIEW OF RELATED LITERATURE AND STUDIES

Theoretical Framework.…………………………………………….….25

Conceptual Framework.……………………………. …...……………26

Research Gap .………………………………………. …...…………..27

III METHODOLOGY

Research Design ….……………………………………….………..…28

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Research Locale .….………………..……….………………………. ..28

Research Respondents .….………………......................................29

Sampling Design .….……………….................................................29

Research Instrument .….………………...........................................29

Data Gathering Procedure .….………………..................................30

Statistical Treatment .….………………...........................................30

Ethical Consideration .….………………..........................................31

IV PRESENTATION, ANALYSIS AND

INTERPRETATION OF DATA………………………………………….…32

V SUMMARY, FINDINGS, CONCLUSIONS AND

RECOMMENDATIONS

Summary .….………………............................................................33

Findings .….………………..............................................................34

Conclusions .….………………........................................................35

Recommendations .….……………….............................................36

REFERENCES …………………………………………………. .……………………37

APPENDICES

A. Letter to the Establishment……. ..…………………………….…38

B. Survey Questionnaire ...………………………........……..............39

C. Certification ...……………………….......................……..............40

CURRICULUM VITAE ………………………………………………………………..41

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Chapter I

THE PROBLEM AND ITS SETTING

Introduction

Online Shopping is an important uprising of the Internet retail marketing in

this new digital era. The number of consumers preferring internet for their

shopping needs has been constantly gaining importance mainly because of its

easy convenience, availability at all time and most importantly the safeties of

consumers most especially in the light of pandemic and health crisis arises

nowadays.

In online retail market the relationship between loyalty and company

success is complicated and even five percent customer turnover reductions can

amplify bottom line profitability from 25 to 85 percent. As loyalty has a financial

benefit, it’s not the only thing that determines whether repeat customer sales

convert profitably. Companies need satisfied loyal customers for sustainability.

According to Li et.al (2012), customer satisfaction is commonly viewed as

a result of comparison between the consumption expectation and experience;

and customer satisfaction is achieved when the final deliverable (i.e; experience)

meets or exceeds a customer expectation. Satisfaction and loyalty are the key

elements that determines the success of market concept implementation

Khay Hooi (2012), acknowledged the perspective of online customer’s

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behavioural intention is important. If the customer does not have positive

behavioural intention they will be reluctant to experience online buying.

Consumer behavior in purchasing the product is an important part in the

marketing, Fares D. (2013) explains that consumer behavior is important in

describing how individual consumers make informed decisions to purchase

products. Includes consumer behavior, purchasing decisions, feedback and

response, which determines satisfaction and customer loyalty.

Gomez (2014) have proposed that brand loyalty should be greater under

conditions of more positive attitude. The brands that make consumers happy or

joyful or affectionate should prompt greater behavioral (purchase) loyalty and

attitudinal commitment (Nam, 2011).

According to Maddox (2017) Satisfaction is an overall customer attitude or

behavior towards a service provider, or an emotional reaction towards the

difference between what customers expect and what they receive, regarding the

fulfillment of some desire, need or goal

Similarly, consumer satisfaction is believed to mediate consumer learning

from prior experience and to explain key post purchase behaviors, such as

complaining, word of mouth, repurchase intention, and product usage (Rowley

J.,2012).

Moreover, studies pertaining to satisfaction and other antecedents of

loyalty such as customer engagement, have generated recent interest because

of the critical role that loyalty continues to play in a fiercely competitive retail

industry (Monferrer et al., 2016).

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Further, research in the general retail industry is still deficient in

identifying key drivers of customer satisfaction and loyalty despite common

knowledge that the dissatisfied customer is likely to have a negative impact on

the firm’s bottom-line (Tsai et al., 2013).

Customer loyalty, on the other hand, is the result of an organization’s

creating a benefit for customers so that they will maintain and increasingly repeat

business with the organization (Karatepe, 2011). It is in fact a deeply held

commitment of customers to prefer products or services of a particular

organization in future despite situational constraints or marketing influences to

cause the switching behavior. Moreover, true customer loyalty is created when

customers become advocate of an organization without any incentive (Rao et.

al., 2015).

In this paper, we try to determine whether attitude and customer’s

satisfaction have an impact on customer loyalty. The aim of this research is to

enhance our understanding in the formation of attitudes toward online shopping,

contributors to consumer’s satisfaction upon gaining customer’s loyalty.

Statement of the Problem

The researchers aimed to find out the attitude, satisfaction and loyalty of

customers to Shop Suki of KCC Mall of GENSAN.

Specifically, the researcher sought answers to the following sub-problems:

1. What is the socio-economic profile of the respondents in terms of:

1.1 Age:
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1.2 Sex:

1.3 Civil Status:

1.4 Employment Status:

1.5 Estimate Monthly Income?

2. What is the attitude of customers towards Shop Suki in terms of:

2.1 Tangibles;

2.2 Assurance:

2.3 Responsiveness

2.4 Reliability: and

2.5 Empathy?

3. What is the level of satisfaction of the customers toward Shop Suki in

terms of:

3.1 Product:

3.2 Pricing:

3.3 Promotion:

3.4 Distribution; and

3.5 After sales services?

4. What is the level of loyalty of the customers toward Shop Suki in terms

of:

4.1 Convenience:

4.2 Expectations:

4.3 Customer Services: and

4.4 Rewards?
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Hypothesis

Attitudes and satisfaction has no positive and significant effect on

customer’s loyalty.

Scope and Delimitation

This research study was delimited on the attitude, satisfaction and loyalty

of customers to Shop Suki of KCC MALL of GENSAN.

This involved two hundred fifty-five (255) customers of Shop Suki of KCC Mall of

GENSAN. They were taken from the total population of customers residing in

Calumpang, General Santos City, using Slovin formula.

Significance of the Study

Hopefully, the result of this study will be of great help to the following:

Marketers. This study will serve as insights to establish strong linkages

with their customers and to implement successful marketing concept on online

shopping upon gaining customer’s loyalty.

Customers. The result of this study will serve as sound data to enhance

the individual’s relative attitude and give constructive criticisms and feedbacks to

service marketers of online shopping business.

Other Researchers. This study will serve as additional information for

their future studies; and

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The Researchers. As a future business managers and marketers this

encourages them to exert more effort to prepare them to become an effective

and successful business managers and marketers. This study will also develop

them understanding, patience and open-mindedness.

Definition of Terms

For better understanding of words used in this study, the following terms

were conceptually and operationally defined:

Attitude. Webster’s Dictionary (2018) defines it as the posture, action, or

disposition of a figure or a statue. Operationally, this refers to the manner or

behavior toward online shopping.

Customer’s satisfaction. Rudansky-Kloppers (2014) defined customer

satisfaction “as the degree to which an organization’s product or service matches

up to the expectations of the customer. Operationally, it is the key element that

customers of Shop Suki – KCC Mall of General Santos City had repeat

patronage to their services.

Customer loyalty. Business Marketing News (2012), define this is as an

act of choosing one company’s products and services consistently over their

competitors. Operationally, this was viewed as the strength of the relationship

between the Shop Suki online and service delivery and its customers resulting to

repeat patronage.

Shop Suki of KCC Mall of Gensan. In this study, this is one of the online

groceries, pharmacy and department store essentials shopping application

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delivered straight to households of consumers. Operationally, this is widely-used

that satisfies and gains the loyalty of customers through its services.

Chapter II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the review of related literature and studies that give

significant ideas in the development of this study.

Related Literatures

2. Level of Customer’s Attitude

2.1 Tangibles

Tangibles have been defined as personal appearance, physical facilities

like store decorations, display and equipment (Salegna et.al., 2011). It refers to

the shoes interior, the appearance and condition of the shelf space, uniform of

the staff, the appearance and design of the brochure, the store’s sign and its

advertisements. Tangibles are basic elements such as access to the facilities

and the safety and convenience for customers (Bellini et al., 2015). Tangibles are

used by firms to convey their image and signal quality (Zeithaml et al., 2016).

Furthermore, (Wilson et al, 2013) defined it as representing the service

physically. This dimension provides physical representations or images of the

service that customer, particularly new customers will use to evaluate quality.

Although many service companies often use tangibles, they use this dimension

to enhance their image, provide continuity, and signal quality to customers. Most
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companies combine tangibles with another dimension to create a service quality

strategy for the firm

2.2 Assurance

The assurance refers to the employees’ skills and capabilities, and

whether these skills and capabilities gain the trust and confidence of the

customers. Assurance also involves the following features such as competence,

politeness, effective communication and general attitude that serve customer

effectively and efficiently. The behavior of staff gives customers confidence in the

company that makes customers feel safe as long as the staff are respectful and

always have the necessary knowledge to answer customer questions. In

addition, assurance dimension of SERVQUAL dresses the competence of the

organization, the courtesy extended to its customers, and the operational

security. Competence belongs to the knowledge and skills of the organization in

performing its service. Their knowledge and the way they interact with the

customer inspires confidence in the organization (Gao & Wei, 2014).

Similarly, Huddleston (2014) pointed out it is what the company gains trust

and confidence from its customers. This dimension is likely to be particularly

important for services that customers perceive as high risk or for services of

which they feel uncertain about their ability to evaluate outcomes.

2.3 Responsiveness

Hernon & Nitecki (2010) defined this as the willingness of the company to

help its customers in providing them with a good, quality and fast service. This is
 13

also a very important dimension, because every customer feels more valued if

they get the best possible quality in the service. It also means that the employees

of a service organization are ready to help customers and respond to their

demand as well as to notify customers when service will provide, and then give

quick service. If a service fails to occur, the ability to recover quickly and

professionally can generate very positive perceptions of quality.

Moreover, according to Spiller et. al., (2016) responsiveness refers to

being willing to help. This dimension focus on the notion of flexibility and ability to

customize the service to customer needs. The Specific performance are related

to the communicated to customer by the length of time they have to wait for

assistance, answers to questions, or attention to problems.

2.4 Reliability

Zeithaml (2016) defined this as how the company are performing and

completing their promised service, quality and accuracy within the given set

requirements between the company and the customer. It means that the

company provides a service to its customer at a time without making any errors

and delivers what it promised during the time that was agreed upon. Reliability is

considered as the most important dimension of service quality.

Furthermore, reliability means that the company delivers on its promises—

promises about delivery, service provision, problem resolution, and pricing. This

dimension focuses on the customers’ needs. The customers expect that the
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service provider can keep their promise about the service outcomes and core

service attributes (Markovic, 2013).

2.5 Empathy

According to Ibáñez et. al., (2016) it is how the company cares and gives

individualized attention to their customers, to make the customers feeling extra

valued and special. It includes access, communication and understanding the

needs of customer. It is concerned with providing care and individual attention for

customer. In this dimension, the organization understands the problems of

customers and results in their favor, as well as customers with individual

personal attention. Empathetic organization didn’t lose touch of what it is like to

be a customer of their own organization. As such empathetic organizations

understand the needs of their customer and make their services accessible to

them.

In addition, Sun et. al., (2012) defined empathy as the caring and

individual attention the firm provides its customers. It involves giving customers

individual attention and employees who understand the needs of their customers

and convenience business hours.

Empathy is how to treat customers as individuals. This dimension focuses

on the personalized or customer service, that the customers are unique and

special and that their needs are understand Klaus et. al., (2014).
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The power of online retailing has brought forth a new generation of

marketing. Online service marketing is very challenging not only due to its

intangible characteristics but also because of the variety of services, which might

be differently understood by different customers. Services involve the supply of

certain benefits and brand experiences to customers who might understand

those benefits and experiences in different ways, with consequences for their

level of trust and loyalty (Kumar, 2014).

When a customer is online, his/her behaviour becomes enormously

unpredictable and to measure customer e-satisfaction and e-loyalty become

difficult as they are strongly associated with his/her present emotional state.

Attitudes which are opinions and feelings about products, services, brands, or

businesses that are associated with repeat purchases encompasses to

customer’s loyalty. At times, customers display loyalty behavior without having

loyalty attitudes. Vice versa, occasionally customers show loyalty attitudes

without exhibiting any loyalty behavior. (Batara et.al., 2019)

Lam et al. (2014) opined that satisfaction can affect a customer's attitude

to a degree where he/she not only feels motivated to re-buy but also offer

recommendations to the service provider.

According to Kabu Khadka et.al., (2017) variety of products helps the

retailers understand the buying behavior of the customers because the

perceptions of the quality product vary from one another. Because of product

variety, the firms will get an opportunity to pay attention towards the customer

and also increase the greatest product variety. This will increase the growth and
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volume of the product as well as the customers' satisfaction and loyalty to a great

extent. Hence, the firms had begun to develop the satisfaction and loyalty of the

customers by offering quality goods and services.

Tao (2014) pointed out that consumer behavior refers to the selection,

purchase, and consumption of goods and services for the fulfillment of their basic

and the fundamental needs. There are different phases involved in consumer

behavior. Initially, the consumer finds the needs and then goes for the selection

and budgets the commodities and take the decision to consume. Product quality,

price, service, consumer emotion, personal factors, situational factors, a

perception of equity or fairness, product features are some of the factors that

influence the customer satisfaction.

Trust has long been regarded as a catalyst for buyer–seller transactions

that can provide consumers with high expectations of satisfying exchange

relationships. It is defined as the willingness of a party to be vulnerable to the

actions of another party based on the expectation that the latter one will perform

particular actions, which are important to the former one [31]. In other words,

when firms act responsibly, customers are assured, and the “perceived risk with

the firm is likely reduced”, therefore enhancing the possibility of a positive attitude

and behavior by the customer (Devila, 2017).

Similarly, Abdulah (2013) pointed out that the attitude, on the other hand,

is a psychological tendency that is expressed by evaluating a particular entity

with some degree of favor or disfavor. In a marketing context, it is the feeling of

an individual (positive or negative) towards the product or brand.

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Furthermore, Krishna (2010) concluded in his study that he measurement

of consumer behavioral variables in this study refers to the theoretical model of

consumer behavior, that consumer behavior is important in describing how

individual consumers make informed decisions to purchase products. The

empirical evidence shows that consumer behavior has a positive and significant

effect on satisfaction and customer loyalty.

Positive customer attitudes towards companies and brands have long

been associated with business outcomes such as increased revenues and brand

loyalty (Trang et al., 2019). As such, many businesses will seek to improve the

customers’ favourable attitude towards their brands in an effort to drive customer

loyalty (Kim et al., 2016)

3. Level of Customer’s Satisfaction

Khristianto, Kertahadi ans Suyadi (2012), customer satisfaction is

commonly viewed as a result of comparison between the consumption

expectation and experience; and customer satisfaction is achieved when the final

deliverable (i.e; experience) meets or exceeds a customer expectation.

3.1 Product

A product can be anything either tangible like a product or intangible like a

service that can be offered to a market for acquisition, attention, consumption or

use that might fulfill the customer needs or want (Klaus et. al., 2014).

A product is any good or service that fulfills consumer needs or desires. It

can also be defined as a bundle of utilities that comes with physical aspects such
 18

as design, volume, brand name, etc. The type of product impacts its perceived

value, which allows companies to price it profitably. It also affects other aspects

such as product placement and advertisements (Grewal et. al., 2018).

Similarly, Mullins and Walker (2010) stated that in order to ensure a

company to continue growing and success, and achieve a sustainable business

environment, marketing plays a very crucial role. Basically marketing activities

anticipate the customer requirement and needs and then customizing goods or

services which will fulfill customer needs;

Bedi M. (2010) pointed out that companies should be considered these factors to

gain more customers: (1) products and services customization are available to

fulfill different needs from the customers; (2) product or services should be

available to customers in most of the time and (3) products and services

customization are available to fulfill different needs.

from the customers.

3.2 Pricing

Han et. al., (2013) suggests that the price of a product directly influences

sales volume and, consequently, business profits. Demand, cost, pricing trends

among competitors, and government regulations are crucial factors that

determine pricing. Price usually reflects the product’s perceived value rather than

its real value. This means that pricing can be increased to promote exclusivity or

reduced to create access.

As with any other industry, price is an important variable in the fast food

industry (Andreyeva et al., 2010). Customer perception determines value, which

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is defined as price + quality. Customer perception of the value for a product

therefore requires that quality products are offered at a price consistent with the

product offering (Kim et al., 2016). Because of the importance of price, it is a

traditional element of any marketing plan, known to influence customer behavior

(David et al., 2014). Furthermore, the right combination of price and quality-

value-has always been a key driver of companies that operate in the fast-food

industry (Ryu and Han, 2010). Therefore, value, or price fairness is a determinant

of a buyer ‘s expectation and affects customer satisfaction (Andaleeb and

Caskey, 2017).

3.3 Promotion

All communication method that used to provide the product’s information

to the consumers (Elke Smit, 2013). Promotion is an advertisement of a product

to sell to customer and this process can be considered as communication with

the customer using different means or methods of advertising (Mohammed &

Hilda, 2015).

Moreover, Krasnikov et.al., (2010) emphasized that promotion involves

decisions related to advertising, salesforce, direct marketing, public relations,

advertising budgets, etc. The primary aim of promotion is to spread awareness

about the product and services offered by a company. It helps in persuading

consumers to choose a particular product over others in the market.

3.4 Distribution

It is referred to both the location where the customer visits and buys the

product as the distribution channel (Elke Smit, 2013). Place can be also
 20

considered as the distribution facilities and location which help to work around

the demand and supply of a product and to resolve the variables that hinder the

supply of the product to the targeted market (Copley, 2014).

Place involves choosing the place where products are to be made

available for sale. The primary motive of managing trade channels is to ensure

that the product is readily available to the customer at the right time and place. It

also involves decisions regarding the placing and pricing of wholesale and retail

outlets. (Kaura, 2012)

According to Meyer et. al., (2017) distribution channels such as

outsourcing or company transport fleets are decided upon after cost-benefit

analysis. Small details such as shelf space committed to the product by

department stores are also included.

3.5 After-Sales Service

After-sales service refers to all activities that a company does after selling

a product or service to customers in order to satisfy customers and help them to

receive the highest value of the product or service they have bought (Roosta,

2011)

Oliver (2013) asserts that after-sales service includes what you do at the

point of sale, including your customer service and selling techniques. It also

includes how you follow up after the customer has left, such as providing follow-

up contact and effectively dealing with complaints.

Furthermore, Sureshchandar et. al., (2013) pointed out that after-sales

service is almost a mandatory section in the overall marketing strategy of any

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business. Top-quality customer support can increase customer satisfaction and

customer loyalty. However, according to the definition, after-sales service is a

“parcel” that comes when the customer buys an offering from the business.

4. Level of Customer’s Loyalty

Customer loyalty is one of the most frequently addressed subjects in the

(Heskett and Sasser, 2010). The subject has gained attention of service

companies because of its importance to the successful running of any business.

4.1 Convenience

Past work has readily acknowledged customers’ interest in conserving

time and effort (Weiseke et. al., 2014). This phenomenon has encouraged the

development of convenience goods and services, increased advertisers’

promotion of the time-oriented benefits of their products, and motivated

customers to use convenience as a basis for making purchase decisions (Cole,

2015). The continuous rise in consumer demand for convenience has been

attributed to socioeconomic change, techno-logical progress, more competitive

business environments, and opportunity costs that have risen with incomes

(Seiders et al.2017).

4.2 Expectation

Expectations are developed based on situational and personnel factors. It

is about the service standards are compared with the value perceived based on

price paid or the performance of service delivered. The service management

literature argues that customer satisfaction comes from the perceptions related to
 22

obtained value” . . . where value is equivalent to service quality perceived in

relation with price (Albert, 2012).

Moreover, Siddiqui (2010) emphasized that It’s important to check in with

customers so you can ask what their experience has been like and what their

expectations are. This is useful information to help improve products and

services, and improve the customer service knowledge about what the

customers want. In short, know what your customers’ expectations are so you

can take steps to meet those expectations.

4.3 Customer Service

Customer Service is one of the most overused words and under-delivered

commodities in business (Marconi, 2010). One reason for a high level of

dissatisfaction can be traced to over promising. Promising a level of service that

can’t be delivered will leave a lasting smudge on a brand that might be otherwise

worthy.

According to Reichheld et.,al (2014) customer service affects customer

satisfaction in many ways and plays an essential role. Strengthening your

customer service efforts involves understanding their wants and needs, giving

them flexibility in convenient offerings. You may not be able to offer customers

any and everything they may want but how responsive you are to arising

problems counts for something in the eyes of the customer.

4.4 Rewards
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Across many service industries including airlines, hotels, banks, car rental

companies, department stores, and health clubs, firms attempt to formalize their

relationships with customers through loyalty programs (Daryanto et al. 2010).

Loyalty programs offer customers the opportunity to accumulate free rewards

when they make repeated purchases (Liu 2017). Such rewards are considered

as value-sharing instruments and can enhance customers ‘perceptions of what a

firm has to offer (Bornemann et al. 2011).

Nagy J. (2010) asserts that loyalty programs provide value to consumers

in two stages. In the first stage, program points are issued to con-summers at the

time of purchase. In the redemption stage, customers receive both psychological

and economic benefits from a loyalty program. The free reward functions as a

positive reinforcement of customers’ purchase behavior and conditions them to

continue doing business with the firm. Thus, how important rewards become to a

customer is likely to be a function of how invested in the service relationship he

or she is.

Related Studies

Andaleeb and Caskey (2017) found that in more than 100 restaurants,

price was highly correlated with satisfaction. Those authors found that an

overpriced product might negatively affect customer experience. In other words,

if the product received was not worth the price paid, the customer experience is

diminished (Lemon and Verhoef, 2016).

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Abd-El-Salam, et al. (2013) and Chen (2010) suggest that customer

satisfaction is the result of a customer's comparison of perceived quality and

actual service performance. This comparison may lead to customer satisfaction

or dissatisfaction. Kaura, et al. (2012) suggested that customer satisfaction

reflects the degree to which a consumer believes that the use or possession of a

specific service will evoke positive feelings. Hence customer satisfaction is the

physiological state of emotion associated with the conformity or nonconformity of

a consumer's perceived quality of service during and after service experience

Aga & Safakli (2017) and Ismail, et al. (2016) suggests that service quality

positively impact customer satisfaction, and the service of an accounting firm has

a positive effect on customer satisfaction. The price of services in comparison to

the quality of service has a positive impact on customer satisfaction. And the

price of service directly influences service quality

Furthermore, Aga & Safakli (2017) added that empathy is significantly

influential to customer satisfaction because it addresses the individual needs of

customers. Naidoo (2011). Jayasundara, et al., (2014) also suggest that

empathy, reliability and assurance have significant influence on customer

satisfaction. This is also in line with Sivadas (2017) who suggests that service

quality may differ considerably from one organization to another, from one

country to another and from one situation to another.

Barlow and Maul (2010) customer satisfaction measurement is a leading

performance indicator. And they suggested that according to experience

economy philosophy, today’s customers expect a positive, emotional and

 25

memorable experience at every touch-point or transaction with an organization.

Organizations can overcome competition by learning to add emotional value

along with the economic value. Customer retention can be achieved by

identifying maximum revenue generating customers and managing the customer

experience for these profitable customers where they positively experience

products and services.

According to Sivadas and Baker-Prewitt (2018), satisfaction also

influences the likelihood of recommending a bank as well as repurchase. It

fosters loyalty to the extent that it is a prerequisite for maintaining a favorable

relative attitude and for recommending and repurchasing from the bank. Once

customers recommend a financial institution it fosters both repurchase and

loyalty towards that financial institution. Thus the key to generating loyalty is to

get customers to recommend a service provider to others. Also, customers are

likely to recommend a service provider when they are satisfied with the services

and when they have a favorable relative attitude towards that service provider.

Ganguli & Roy (2011) claim that a positive correlation does exist between

empathy and customer satisfaction. He also realized that without empathy

customers will remain dissatisfied with service quality. Therefore, empathy

greatly impacts customer satisfaction (Al-Marri, Ahmed & Zairi, 2017). This

dimension will immensely contribute toward customer long-term relationship with

the company. Wieseke, et al. (2012) research proves that empathy creates a

condition of emotional relationship with customer and the service providers and

motivates customer to do business with the company.

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According to Karatepe (2011) there is a positive relationship between

empathy and customer satisfaction. He noted that customer loyalty could be

easily captured through empathy. The importance of empathy can be felt through

service quality, customer loyalty as well as satisfaction. Therefore, empathy and

reliability of service are significantly influenced by service environment. This

dimension is also facilitated through the people aspect of service quality (Kaura,

et al., 2012).

Customer’s Loyalty

Tuu et al. (2011) reviewed many studies and asserted that the relationship

between customer satisfaction and customer loyalty can be categorized as a

moderate one with former accounting for only 35.9 percent of variance in latter. It

has been argued that inclusion of other variables in addition to customer

satisfaction is called for in order to uncover the hurdles and reasons of explaining

variance in customer loyalty.

In any business paradigm marketing is constantly changing. There is a

great emphasis on how to maintain customer retention rather than customer

acquisition to make the relationship with the customer long lasting. According to

Norman (2015), customer’s loyalty is merely based and built on the assumption

of one’s loyalty. It is the assessment that determines the customer’s loyal or

disloyal views based on the commitment to buy back on an interval or a regular

basis. Often these services show positive response and receives

recommendations due to the quality of service that the customer have

experienced.
 27

Wong & Sohal (2013) pointed out that the customer’s loyalty was

positively associated to the quality of service. This corroborates the study of

Keiningham et. al., (2017) who premeditated different satisfaction and loyalty

metrics and verified their relationships to customer’s retention, endorsement as

well as share of their wallet. The results showed that the use of different

indicators was more practical and very useful in predicting customer

recommendation and retention. And that the customer’s loyalty is not solely

determined by recommendation intention as an indicator.

Most of the studies on this matter have concluded that customer

satisfaction is one of the major determinants of customer loyalty (Wang, 2016).

Besides customer satisfaction, low perceived value compels customers towards

switching to competing businesses in order to increase perceived value, which

consequently contributes to a decline in loyalty (Anderson and Srinivasan, 2013).

Recent research has found that perceived trust directly and positively

influences customer satisfaction and customer loyalty (Chiou, 2014). This aspect

was strengthened by Lin and Wang (2016), whose study concluded that trusting

beliefs could lead to customer satisfaction, which, in turn, influences customer

loyalty. Corporate image and Brand image also positively affects customer loyalty

and customer satisfaction (Andreassen et.al., 2013). Other studies have found

that service quality is a strong determinant of customer satisfaction and customer

loyalty (Kumar et al. 2018).

Since customer loyalty has become paramount for organizations, a major

concern is to find out the determinants or drivers of customer loyalty. The

 28

marketing and service literature abound with studies which pointed out customer

satisfaction as one of the prime determinants of customer loyalty (Heskett and

Sasser, 2010). Customer satisfaction is considered a strong predictor of

behavioral variables such as customer loyalty, word of mouth, repurchase

intentions, etc. (Eggert and Ulaga, 2012). Many researchers as well as service

profit chain literature have reported that there is a positive correlation between

customer satisfaction, customer retention and customer loyalty which ultimately

leads to profitability (Mittal and Kamakura, 2011).

Gomez, Arranz, & Cillan (2016) Concluded that effectiveness of loyalty

program gets strengthened with time. The study was focused on grocery retailing

companies, the industry with highest loyalty programs. The study revealed that

companies with loyalty program enjoy greater behavioral loyalty as compared to

the competitors who don’t run such programs. Participants of loyalty program

showed higher positive attitude, commitment, trust and satisfaction as compared

to non-participants. Hence, loyalty programs are successful in attracting most

loyal customers.

Ibojo et. al., (2013) explored and established the existence of

relationship/interdependence between customer satisfaction and customer

loyalty. They were of the fact that there is a positive relationship between

customer satisfaction and customer loyalty. The quality of products or service

has strong positive impact on customer satisfaction. Some defined quality of

product or services in terms of performance, conformance, reliability, durability,

serviceability, aesthetic, and customer perceived quality (Singh, 2013). Past

 29

researchers indicated that there is a strong positive correlation between service

quality and customer satisfaction (Khan, 2012).

Theoretical Framework

Several authors have found a positive correlation between customer

satisfaction and loyalty (Anderson & Sullivan, 2012). Customers may be loyal

because of high switching barriers or lack of real alternatives. Customers may

also be loyal due to their satisfaction and thus want to continue the relationship.

History has proven that most barriers to exit are limited with regard to durability;

companies tend to consider customer satisfaction the only viable strategy in

order to keep existing customers. SERVQUAL Scale is one of the most accepted

service quality assessment scale, it was developed by (Parasuraman, et al.,

2015). It uses a 44-item scale which is further grouped into five categories

(tangibles, reliability, assurance, empathy and responsiveness) to measure

service quality before and after service consumption.

The gap between a customer’s expectation before and after service

consumption affects the level of a customer’s satisfaction or dissatisfaction also

support the view that customers who are exposed to additional promotional

material about a service could have their expectations of service quality

influenced. Naidoo (2011) also suggest that service delivery firms with a

developed customer relationship management can track complaints and give

indication of the service quality perception of customer. Fodness & Murray (2017)

suggests the use of a gap theory to analyze service quality. The gap theory
 30

addresses service quality through analyzing the differences between customers

expected services quality and the actual service quality received.

Conceptual Framework

The conceptual framework as presented in Figure 1 shows the different

variables in the study. The first variable is the attitude of customers. The second

is the level of customer’s satisfaction. Lastly, the loyalty of customers served as

the mediating factor between two variables.

ATTITUDE OF LEVEL OF
CUSTOMERS CUSTOMER’S
SATISFACTION
 Tangibles
 Assurance  Product
 Price
 Responsiveness
 Promotion
 Reliability
Independent
Independent

LEVEL OF CUSTOMER’S
LOYALTY

 Convenience
 Expectation

 Customer Services

 Rewards
Dependent
Figure 1: Conceptual Framework
 31

Research Gap

As mentioned by Sahin, et.al., (2012), there has been little empirical

research on the relationship between satisfaction, brand experience, brand trust

and loyalty. Existent research in the service loyalty context, (Aydin, 2010) has

examined the impact of antecedents such as trust, quality and satisfaction on

loyalty, while Brakus, Schmitt and War Antonello (2018) developed the brand

experience scale and examined its relationship with satisfaction and loyalty.

Moreover, none of the studies offers an integrated view of all of these

antecedents in a single framework. Our paper draws on previous studies to

develop new concept of improving quality services based on customer’s attitude,

satisfaction and loyalty. In order to complement previous studies, this research

was implemented in the highly competitive online retail marketing sector, here

exemplified by the triple play (internet, phone and e-marketing strategy i.e.,

online shopping) service market in General Santos City, Philippines, which is

characterized by fierce competition, high technological pace of change and

steady market growth.

 Chapter III

METHODOLOGY

This chapter presents the research design, the respondents of the study,

the instrument used in gathering the data, and the statistical treatment employed

in this study.

Research Design

Descriptive method was used in this study. The researcher described the

level of attitudes, satisfaction and loyalty of customers. According to Salaria

(2012), confirms that the method of research which concerns itself with the

present phenomena in terms of conditions, practices beliefs, processes,

relationships or trends invariably is termed as “descriptive survey study”.

Research Locale

This research study was purposively administered in General Santos City

particularly in Barangay Calumpang wherein it considered as the highest leading

shoppers/customers of Shop Suki – KCC Mall of Gensan online shopping and

delivery service that has been recorded by the management for the current year.
 33

Research Respondents

The respondents of this study were two hundred twenty-five (225)

customers of Shop Suki – KCC Mall of Gensan. They were taken from the total

population of customers residing in Calumpang, General Santos City, using

Slovin formula.

Sampling Design

A simple random sampling procedure was used for selecting the

participants or respondents in this study. This technique was employed to ensure

a fairly equal representation of the variables for the study. Simple random

sampling is a sampling technique where every item in the population has an even

chance and likelihood of being selected in the sample. Here the selection of

items completely depends on chance or by probability and therefore this

sampling technique is also sometimes known as a method of chances. This

process and technique is known as simple random sampling, and should not be

confused with systematic random sampling. A simple random sample is a fair

sampling technique. Simple random sampling is a very basic type of sampling

method and can easily be a component of a more complex sampling method.

Research Instrument

A questionnaire administered by the researchers and checked by adviser

to ensure correctness was used to gather the needed data for this study. The first

section of the questionnaire is demographic information which includes such

questions as: gender, age, civil status, etc. The second section contained 37

items aimed at measuring the level of attitude, satisfaction, and loyalty of

 34

customers as recommended in the literature. Each construct was rated on a 5-

point Likert scale, ranging from 1 (strongly disagree) to 5 (strongly agree). Items

were randomly ordered.

Data Gathering Procedure

The researchers requested permission from the supervisor/operation

heads of Shop Suki-KCC Mall of Gensan Team for the actual conduct of this

study.

Upon approval, arrangement of schedule of distribution of questionnaires

to the customer-respondents was made. On the day of schedule, they solicited

assistance from the delivery team to accompany them during the conduct of the

study.

The researchers gave orientation and explained the objective of the study

as well as gave instruction on how to answer the questionnaires utilized by the

researchers. Upon the retrieval of the questionnaires, the gathered data would be

subjected to tabulating, analysis and interpretation.

Statistical Treatment

This study used varied statistical tools in determining the answers to the

questions which were stipulated in Chapter 1.

To determine the demographic profile of customers, frequency count and

percentage were used.

To determine the level of attitudes, satisfaction and loyalty, weighted

mean and standard deviation were used.

 35

To determine the significant relationship between the level of customer’s

satisfaction and loyalty, Pearson r was used.

All tests were done at .05 level of significance.

Furthermore, in this study, using the survey questionnaire, a five-point

Likert scale was utilized by researchers to test the level of customer’s attitude,

satisfaction and loyalty.

Ethical Consideration

In accordance with the Ten principles of Bryman and Bell (2017), the

researcher will consider some ethical considerations such as the Research

participants should not be subjected to harm in any ways whatsoever and the full

confidentiality will also be prioritized by assigning each participant a pseudonym

to be used instead of his or her name to avoid any discrimination or violation of

rights. The researchers will conduct orientation to respondents before distributing

questionnaire formulated by them. Voluntary participation of respondents in the

research is taken into consideration. Thus, participant could also drop out if

he/she feels uncomfortable during the entire process of the study. This study will

maintain maximum level of objectivity in discussions and analyses throughout the

research.
 36

Chapter IV

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter deals with presentation, analysis and interpretation of the

gathered data for this study.

Table 1
Demographic Profile of Customers(Categorical)

DEOGRAPHICS CATEGORY FREQUENCY PERCENTAGE

MALE 36 16
GENDER
FEMALE 189 84
15-20 21 9.33
21-30 56 24.88
AGE
31-40 102 45.33
40 above 46 20.44
Single 65 28.88
Married 118 52.44
CIVIL STATUS
Separated 19 8.44
Widowed 23 10.22
None 54 24
EMPLOYMENT Permanent 129 57.33
STATUS Contractual 27 12
Semi-Contractual 15 6.66
Below 5,000.00 3 1.33
ESTIMATED
5,000.00 – 10,000.00 12 5.33
MONTHLY
10,000.00 – 20,000.00 186 82.66
INCOME
Above 20,000.00 24 10.66
N= 225

The first section of Table 1 showed that the gender of the respondents,

majority are female (84%) and male (16%). The biggest age group is 31-40

(45.33%), followed by age group of 21-30 (24.88%). The next age group above

40 obtained (20.44%). The minority age group are 15-20 (9.33%).

 37

In terms of the civil status of respondents, majority were married (52.44%)

followed by single (28.88%). Meanwhile respondents who were widowed got

(10.22%) and those separated (8.44%) group of respondents got the least

percentage.

On the next section of the table pertains to the employment status of the

respondents. Most of them has permanent (57.33%) job, followed by group of no

occupation (24%). Contractual status of employment got (12%) and the least

percentage is semi-contractual (6.66%).

On the other hand, the last section of the table 1 shows the estimated

monthly income of the respondents. Majority of them has the estimated monthly

income ranging 10,000.00 – 20,000.00 (82.66%) followed by above 20,000.00

(10.66), next is ranging 5,000.00 – 10,000.00 (5.33). Minority of them has only an

estimated monthly income of below 5,000.00.

Table 2
Level of Customer’s Attitude
Weighted
CUSTOMER’S ATTITUDE 5 4 3 2 1 Description
Mean
Tangibles
1. Employees are neat and
87 65 31 29 18 3.76 Often
presentable in appearance
2. Having modernized and suitable
115 43 30 28 9 4.01 Often
equipment for operations.
Assurance
3. Employees are consistently
94 62 46 17 6 3.98 Often
courteous with customers.
4. Offers professional services to its
85 90 39 7 2 4.12 Often
customers.
Responsiveness
5. The service effectiveness and
66 78 41 25 15 3.69 Often
prompt service to customers
6. Staff are flexible and provides best
51 80 64 18 12 3.62 Often
options to solve problems.
Reliability
7. Ensures excellent service
72 86 50 13 4 3.93 Often
commitments.
 38

8. Provides the services at the time

83 61 44 23 14 3.78 Often
they promise to do so.
Empathy
9. Satisfaction of personalized
90 66 39 23 7 3.93 Often
service.
10. Gives individual attention to its
14 57 89 62 3 3.08 Sometimes
customers.
MEAN 3.79 Often
N = 225

The table 1 presents the level of attitude of customers.

Looking into the details, the data reveal that the customer often that KCC

Shopsuki offers professional services to its customers with a weighted mean of

4.12; having modernized and suitable equipment for operations, 4.01; employees

are consistently courteous with customers, 3.98; ensures excellent service

commitments and satisfaction of personalized service both obtained a mean of

3.93; provides the services at the time they promise to do so, 3.78; employees

are neat and presentable in appearance, 3.76; the service effectiveness and

prompt service to customers, 3.69 and staff are flexible and provides best options

to solve problems with a weighted mean of 3.62.

Meanwhile, the pupils have a sometimes attitude with attend class on

time it comes to gives individual attention to its customers that obtained a mean

of 3.08.

This implies that the level of attitude of customers are described as often

with a weighted mean of 3.79.

Table 3
Level of Customer’s Satisfaction
Weighted
CUSTOMER’S SATISFACTION 5 4 3 2 1 Description
Mean
Product
 39

1. Offers quality products to

65 72 49 28 11 3.68 Satisfied
customers.
2. Offers complete products that
79 105 23 11 7 4.06 Satisfied
satisfies all my needs.
3. Offers variety of products for you
52 40 112 17 4 3.53 Satisfied
to choose.
Pricing
4. Overall, the value of product’s
58 64 78 15 10 3.64 Satisfied
price offered is justifiable.
5. Price offered is much cheaper
49 33 90 27 26 3.23 Neither
than competitor.
6. Economic-friendly without
78 94 23 19 11 3.93 Satisfied
sacrificing its quality.
Promotion
7. Have an effective marketing
99 65 34 22 5 4.03 Satisfied
strategy online.
8. Offers innovative promotions. 123 45 31 18 8 4.14 Satisfied
9. Established extensive promotions
93 69 57 4 2 4.10 Satisfied
for repeat purchase.
Distribution
10. Delivers product properly and
40 34 57 81 13 3.03 Neither
arrives on time.
11. My orders were sealed and
90 67 35 18 15 3.88 Satisfied
handled accordingly.
12. Delivers accurate and suitable
13 34 78 93 7 2.79 Neither
products at all times.
After sales services
13. Offers warranty or replacement
for damaged products and check-in 76 89 31 20 9 3.90 Satisfied
after the order is received.
14. Ensures the availability of
helpdesk anytime for speed
81 76 54 8 6 3.97 Satisfied
response to queries and concerns of
customers.
15. Strong follow-ups to any
109 45 33 21 17 3.92 Satisfied
customer support emails.
MEAN 3.72 Satisfied
N = 225

The table 1 presents the level of satisfaction of the customers

As evaluated data shows, the level of customer’s satisfaction has an

average mean of 3.72 described as satisfied. The customers were satisfied

based on thee offered innovative promotions, 4.14; established extensive

promotions for repeat purchase, 4.10; offered complete products that satisfies all
 40

my needs, 4.06; Have an effective marketing strategy online, 4.03; ensures the

availability of helpdesk anytime for speed response to queries and concerns of

customers, 3.97; economic-friendly without sacrificing its quality, 3.93; strong

follow-ups to any customer support emails, 3.92; offers warranty or replacement

for damaged products and check-in after the order is received, 3.90; orders were

sealed and handled accordingly, 3.88; offers quality products to customers, 3.68;

the value of product’s price offered is justifiable, 3.64 and offered variety of

products for you to choose with a weighted mean of 3.53.

While price offered is much cheaper than competitor, 3.23; Delivers

product properly and arrives on time, 3.03 and delivers accurate and suitable

products at all times, 2.79 were described as neither.

Table 4
Level of Customer’s Loyalty

Weighted
CUSTOMER’S ATTITUDE 5 4 3 2 1 Description
Mean
Convenience
1. Offers hassle-free online shopping. 87 65 31 29 18 3.76 Often
2. Feel secured and confident while
51 80 64 18 12 3.62 Often
shopping.
3. Save time and effort rightfully. 66 78 41 25 15 3.69
Expectation Often
4. Meets my standards and
85 90 39 7 2 4.12 Often
expectations.
5. Offers free shipping and provide Often
90 67 35 18 15 3.88
new customer or user onboarding
6. Offers products and services
exceeding to the perceptions of 115 43 30 28 9 4.01 Often
customers.
Customer Services
7. Responsive to your question and
concerns about their products and 94 62 46 17 6 3.98 Often
services.
8. Addresses customer’s concerns
72 86 50 13 4 3.93 Often
and take an action immediately.
9. Staffs were committed, 83 61 44 23 14 3.78 Often
 41

accommodating and approachable.

Rewards
10. Offers great rewards to valued
90 66 39 23 7 3.93 Often
customers.
MEAN 3.47 Often

Table 4 shows the level of loyalty of the customers.

The result of average weighted mean of 3.47 implies the level of loyalty of

customers. Meets my standards and expectations, 4.12; offered products and

services exceeding to the perceptions of customers, 4.01; responsive to your

question and concerns about their products and services, 3.98; Offered great

rewards to valued customers and addresses customer’s concerns and take an

action immediately with a weighted mean of 3.93; Offered free shipping and

provide new customer or user onboarding; Staffs were committed,

accommodating and approachable;3.88; Staffs were committed, accommodating

and approachable, 3.78; Offered hassle-free online shopping, 3.76; and Feel

secured and confident while shopping 3. 62 described as Often.

Table 5
Relationship between the Customer’s Satisfaction and Customer’s Loyalty
Tabulated
Computed
Variables Value Description
value of rxy
of rxy
Factors Contribute to
Verbally Active Pupils Significant
in English and ±0.00 to ±0.05 0.66 correlation/relationshi
Attitudes of Verbally p
Active Pupils

Table 5 presents the relationship between the relationship of customer’s

attitude and satisfaction to their loyalty.

 42

The data show that the computed value of rxy is 0.66, which falls within

the range from ±0.00 to ±0.05 and described as positive or significant

relationship.

The result implies that the customer’s loyalty has significant relationship

with their attitudes and satisfaction

 43

Chapter V

SUMMARY, FINDINGS, CONCLUSIONS AND RECOMMENDATION

This chapter presents the summary, findings, conclusions and

recommendations formulated on the gathered data.

Summary

This study aims to find out the attitudes, satisfaction and loyalty of customers to

Shopsuki of KCC mall of Gensan:

Specifically, they want to sought answers to the following sub-problems:

1. What is the socio-economic profile of the respondents in terms of:

1.1 Age:

1.2 Sex:

1.3 Civil Status:

1.4 Employment Status:

1.5 Estimate Monthly Income?

2. What is the attitude of customers towards Shop Suki in terms of:

2.1 Tangibles;

2.2 Assurance:

2.3 Responsiveness

2.4 Reliability: and

2.5 Empathy?

3. What is the level of satisfaction of the customers toward Shop Suki in

terms of:

3.1 Product:
 44

3.2 Pricing:

3.3 Promotion:

3.4 Distribution; and

3.5 After sales services?

4. What is the level of loyalty of the customers toward Shop Suki in terms

of:

4.1 Convenience:

4.2 Expectations:

4.3 Customer Services: and

4.4 Rewards?

This study used descriptive method. Researchers described the factors

attitudes, satisfaction and loyalty of customers.

The respondents of this study will be two hundred twenty-five (225) of

Shopsuki of KCC Mall of Gensan. They were chosen from the population of four

using the random sampling through lottery. A questionnaire consisting of 2 parts

was used to gather data. Part I demographic profile of customers and part II

pertained to the level of attitude, satisfaction and loyalty of customers.

Frequency distribution and percentage was used to answer statement of

the problem numbers 1, Weighted mean to answer number 3-4 and T - test and

Calmorin’s Interpretation of Pearson r was used to test the hypothesis.

 45

Findings

Based on the data gathered, the following findings were:

1. The demographic profiles based on the gender of the respondents,

majority are female (84%) and male (16%). The biggest age group is 31-

40 (45.33%), followed by age group of 21-30 (24.88%). The next age

group above 40 obtained (20.44%). The minority age group are 15-20

(9.33%). In terms of the civil status of respondents, majority were married

(52.44%) followed by single (28.88%). Meanwhile respondents who were

widowed got (10.22%) and those separated (8.44%) group of respondents

got the least percentage. Most of them has permanent (57.33%) job,

followed by group of no occupation (24%). Contractual status of

employment got (12%) and the least percentage is semi-contractual

(6.66%). The estimated monthly income of the respondents. Majority of

them has the estimated monthly income ranging 10,000.00 – 20,000.00

(82.66%) followed by above 20,000.00 (10.66), next is ranging 5,000.00 –

10,000.00 (5.33). Minority of them has only an estimated monthly income

of below 5,000.00.

2. The level of attitudes of customers has a total mean of 3.79 described

as often. The customer often shows offers professional services to its

customers with a weighted mean of 4.12; having modernized and suitable

equipment for operations, 4.01; employees are consistently courteous

with customers, 3.98; ensures excellent service commitments and

satisfaction of personalized service both obtained a mean of 3.93;

 46

provides the services at the time they promise to do so, 3.78; employees

are neat and presentable in appearance, 3.76; the service effectiveness

and prompt service to customers, 3.69 and staff are flexible and provides

best options to solve problems with a weighted mean of 3.62.

Meanwhile, the pupils have a sometimes attitude with attend class on

time it comes to gives individual attention to its customers that obtained a

mean of 3.08.

3. The level of satisfaction of customers implies satisfied with overall

mean of 3.79. The customers were satisfied based on thee offered

innovative promotions, 4.14; established extensive promotions for repeat

purchase, 4.10; offered complete products that satisfies all my needs,

4.06; Have an effective marketing strategy online, 4.03; ensures the

availability of helpdesk anytime for speed response to queries and

concerns of customers, 3.97; economic-friendly without sacrificing its

quality, 3.93; strong follow-ups to any customer support emails, 3.92;

offers warranty or replacement for damaged products and check-in after

the order is received, 3.90; orders were sealed and handled accordingly,

3.88; offers quality products to customers, 3.68; the value of product’s

price offered is justifiable, 3.64 and offered variety of products for you to

choose with a weighted mean of 3.53.

While price offered is much cheaper than competitor, 3.23; Delivers

product properly and arrives on time, 3.03 and delivers accurate and

suitable products at all times, 2.79 were described as neither.

 47

4. The level of customer’s loyalty often shows were meets my standards

and expectations, 4.12; offered products and services exceeding to the

perceptions of customers, 4.01; responsive to your question and

concerns about their products and services, 3.98; Offered great rewards

to valued customers and addresses customer’s concerns and take an

action immediately with a weighted mean of 3.93; Offered free shipping

and provide new customer or user onboarding; Staffs were committed,

accommodating and approachable;3.88; Staffs were committed,

accommodating and approachable, 3.78; Offered hassle-free online

shopping, 3.76; and Feel secured and confident while shopping 3. 62. It

has a total weighted mean of 3.47 described as often.

5. The computed value of rxy is 0.66, which denotes positive relationship.

Conclusion

Based on the findings, the following conclusions drawn were;

1. The customers show often positive attitudes based tangibles,

assurance, responsiveness, reliability and empathy given by the

company.

2. The customers show as satisfied on the level of satisfaction

based on product, price, distributions, promotions and after sales

offered to them.

3. The customers often show loyalty based on convenience,

expectation, customer services and rewards offered to them.

 48

4. There is a positive relationship between customer’s attitude and

satisfaction to customer’s loyalty.

Recommendations

In the light of the facts revealed by the study and the conditions

prevailed from the findings and conclusions of this study, the following

recommendations are proposed:

1. Companies should understand the needs and interests of customers

and develop appropriate services to increase the brand equity must

be studying the lifestyle of actual and potential customers

continuously and equipped their stores according to their customers'

specific lifestyle and also must apply special facilities; because

customers differ according to the store level.

2. Managers must customize their services to more adaptation with ideal

self-concept of store customers.

 49

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May 05, 2021

THE MANAGEMENT
KCC Mall of Gensan

Sir/Madam:

Warm felicitations!

We, the students of Gensantos Foundation College, Incorporated (GFCI), are presently
conducting our study entitled, “ATTITUDES, SATISFACTION AND LOYALTY OF
CUSTOMERS ON SHOP SUKI OF KCC MALL OF GENSAN” The purpose of our
study is to:
1. Identify the socio-economic profile of the customers;
2. Determine the attitudes of customers toward Shop Suki.
3. Determine the level of satisfaction of customers toward Shop Suki.
4. Determine the level of loyalty of customers toward Shop Suki.

With this, we would like to ask permission from your august office to allow us to conduct
our study in your institution, KCC MALL Shop Suki. We are hoping that you will grant
our request for us to accomplish our requirement in the methods of Research subject.
Thank you and God bless!

In behalf of the group,

KIMBERLY C. DELOS SANTOS

Research Leader

Noted:

RONEL T. BATISLA-ON
BMR Facilitator
 52

Survey Questionnaire

Greetings our dear respondents! We are BSBA Financial Management

students of GenSantos Foundation College Inc. currently conducting a study
entitled “The Attitudes, Satisfaction and Loyalty of Customers to Shop Suki of
KCC Mall of General Santos City”.

This will be a guided questionnaire so you can ask the researchers for item
you have queries about or find difficult to answer. Please make sure to fill the
questionnaire completely and precisely. Rest assured that all information gathered
in this questionnaire or any other information provided by you will be dealt with
utmost confidentiality.

Date: ________________________
Name (optional):________________________________

PART I. A. Demographic Profile

1. What is your gender?

a. Female
b. Male

2. How old are you?

a. 15-20
b. 21-30
c. 31-40
d. Over 40

3. What is your civil status?

a. Single
b. Married
c. Separated
d. Widowed

4. What is your occupation’s status?

a. None
b. Non-professional
c. Professional
d. Semi-Contractual

5. What is your estimated monthly income?

a. below 5,000.00
b. 5,000.00. – 10,000.00
c. 11,000.00 – 20,000.00
d. above 20,000.00
 53

Part II. A. Customer’s Attitude

A- Always O – Often S- Sometimes R- Rarely N- Never

CUSTOMER’S ATTITUDE A O S R N
Tangibles
1. Employees are neat and presentable in appearance
2. Having modernized and suitable equipment for operations.
Assurance
3. Employees are consistently courteous with customers.
4. Offers professional services to its customers.
Responsiveness
5. The service effectiveness and prompt service to customers
6. Staff are flexible and provides best options to solve
problems.
Reliability
7. Ensures excellent service commitments.
8. Provider the services at the time they promise to do so.
Empathy
9. Satisfaction of personalized service.
10. Gives individual attention to its customers.

B. Customer’s Satisfaction

VS- Very Satisfied S- Satisfied N – Neither MD- Moderately Dissatisfied U-

Unsatisfied

CUSTOMER’S SATISFACTION VS S N MD U
Product
1. Offers quality products to customers.
2. Offers complete products that satisfies all my needs.
3. Offers variety of products for you to choose.
Pricing
4. Overall, the value of product’s price offered is justifiable.
5. Price offered is much cheaper than competitor.
6. Economic-friendly without sacrificing its quality.
Promotion
7. Have an effective marketing strategy online.
8. Offers innovative promotions.
9. Established extensive promotions for repeat purchase.
Distribution
10. Delivers product properly and arrives on time.
11. My orders were sealed and handled accordingly.
12. Delivers accurate and suitable products at all times.
After sales services
13. Offers warranty or replacement for damaged products
and check-in after the order is received.
14. Ensures the availability of helpdesk anytime for speed
 54

response to queries and concerns of customers.

15. Strong follow-ups to any customer support emails.

C. Customer’s Loyalty

A- Always O – Often S- Sometimes R- Rarely N- Never

CUSTOMER’S LOYALTY A O S R N
Convenience
1. Offers hassle-free online shopping.
2. Feel secured and confident while shopping.
3. Save time and effort rightfully.
Expectation
4. Meets my standards and expectations.
5. Offers free shipping and provide new customer or user
onboarding
6. Offers products and services exceeding to the perceptions
of customers.
Customer Services
7. Responsive to your question and concerns about their
products and services.
8. Addresses customer’s concerns and take an action
immediately.
9. Staffs were committed, accommodating and approachable.
Rewards
10. Offers great rewards to valued customers.
11. Offers loyalty cards for higher savings and discounts.
12. Send a free gift with a customer's order.
 55

GENSANTOS FOUNDATION COLLEGE INCORPORATED

Bulaong Extension, General Santos City

STATISTICIAN’S CERTIFICATION

This is to certify that this research study entitled, “ATTITUDES,

SATISFACTION AND LOYALTY OF CUSTOMERS ON SHOP SUKI OF KCC
MALL OF GENSAN” prepared and submitted by KIMBERLY C. DELOS SANTOS,
JERALYN ARISTALES, MAYLENE CAQUIS and AMIRAH JOY CASTILLON,
in partial fulfillment for the degree of Bachelor of Business Administration has been
statistically reviewed by the undersigned.

CARLA P. ROSALES, CPA

Statistician
 56

GENSANTOS FOUNDATION COLLEGE INCORPORATED

Bulaong Extension, General Santos City

CERTIFICATE OF PROOFREADING

This is to certify that the undergraduate thesis prepared by KIMBERLY C.

DELOS SANTOS, JERALYN ARISTALES, MAYLENE CAQUIS and AMIRAH JOY
CASTILLON “ATTITUDES, SATISFACTION AND LOYALTY OF CUSTOMERS
ON SHOP SUKI OF KCC MALL OF GENSAN” was examined and proofread by the
undersigned person. The he is academically and professionally rightful to examine both
the substance and the surface of this paper.

CECILIO M. DEMICILLO JR.

Proofreader
 57

CURRICULUM VITAE

PERSONAL INFORMATION

Name : Amirah Joy P. Castillon

Address : Brgy. Sinawal, Prk. Yusaville, GSC

Telephone No. : 095178996753

Date of Birth : April 30, 1992

Place of Birth : Cannery Site, Polomolok South Cotabato

Status : Single

Email Address : amiriczcastillyado@gmail.com

EDUCATIONAL BACKGROUND

2004 – 2005 : Kinilis Elementary Shool

2009 – 2010 : Polomolok National High School

2021 Present : Gensantos Foundation College, Inc.

EMPLOYMENT BACKGROUND

KCC Mall of Gensan : 2017 – 2018

KCC Mall of Gensan : 2019 – 2021

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CURRICULUM VITAE

PERSONAL INFORMATION

Name : Kimberly C. Delos Santos - Juanir

Address : Prk. Malambu-on, Brgy. Calumpang, GSC

Telephone No. : 09107038088

Date of Birth : May 02, 1992

Place of Birth : General Santos City

Status : Married

Email Address : cedrickjames2293@gmail.com

EDUCATIONAL BACKGROUND

2003 – 2004 : H.N. Cahilsot Central Elementary Shool

2009 – 2010 : General Santos City National High School

2021 Present : Gensantos Foundation College, Inc.

EMPLOYMENT BACKGROUND

Robinson’s Place : 2014 – 2015

KCC Mall of Gensan : 2016 – 2017

SM Mall Of Gensan : 2018 – 2019

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CURRICULUM VITAE

PERSONAL INFORMATION

Name : Jeralyn B. Aristales

Address : Prk. Malinawon Lanoy, Brgy. Calumpang, GSC

Telephone No. : 09107038088 (pakiedit)

Date of Birth : July 25, 1995

Place of Birth : General Santos City

Status : Single

Email Address : jeralynaristales01@gmail.com

EDUCATIONAL BACKGROUND

2003 – 2004 : Gayola Elementary Shool

2009 – 2010 : Gayola National High School

2021 Present : Gensantos Foundation College, Inc.

 60

CURRICULUM VITAE

PERSONAL INFORMATION

Name : Maylene L. Caquis

Address : 39.2 FVR Village, Brgy. Fatima, GSC

Telephone No. : 09515050391

Date of Birth : September 16, 1992

Place of Birth : Brgy. Fatima General Santos City

Status : Married

Email Address : mayleneoznerol@gmail.com

EDUCATIONAL BACKGROUND

2003 – 2004 : Nasa Elementary Shool

2009 – 2010 : Ireneo L. Santiago National High School

2021 Present : Gensantos Foundation College, Inc.

EMPLOYMENT BACKGROUND

Descom Marketing : 2016 – 2017

Happy Tummy Restaurant : 2018 – 2019

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