Level of Customer Satisfaction on Service Quality towards Enhanced Marketing Plan

Implementation on Soltura Optical Clinic

Chapter I

Introduction

Background of the Study

In the business field, there are so many factors for one’s business to be successful.

Examples of these factors are pricing strategy, marketing strategy, product quality, location

accessibility, but one critical aspect focuses on service quality which affects customer

satisfaction. Providing service quality increases satisfaction. It is important to be aware and

knowledgeable of how to meet the needs of the target market. Any business that is centered

on customer satisfaction and service quality will be able to thrive, survive and boom since

business is mostly about building relationships and doing transactions with the customers in

order to attain the goals of a business.

Customer satisfaction is all about the trust that customers have in the business and

what the business has to offer, whether this may be in forms of providing products and/or

services. It also pertains to each customer’s feedback and reaction on a product and/or
service. It is essential to be able to determine how to satisfy customers according to

meeting/catering each of their needs and connect with them with professionalism.

Determining how satisfied customers are classified into four levels (L. Willott, 2015).

These are being able to meet the customer expectations, exceeding customer expectations,

delighting the customers, and lastly, amaze the customers. Knowing how satisfied customers

are and being able to receive feedback would determine strengths and rooms for

improvement for the business, especially those that have to deal with constant changes in the

environment.

Last December 2019, the outbreak of the CoronaVirus known as COVID19 occurred

in Wuhan, China. This virus was able to escalate quickly and has affected nations globally,

which made it a pandemic in March 2020. Because of this, everyone went through lockdown

and had to deal and adapt to the new normal. Since limited activities can be done outdoors, a

lot of people are focused on their gadgets, because of video, computer and mobile games.

Others, on the other hand, do online classes and work from home, which also involves the

usage of gadgets for an extended amount of time. For this reason, the radiation that comes

from the extended use of gadgets on a daily basis is harmful and causes cumulative damage

to the eyes, especially when the eyes are too focused on the screen, which leads to eyestrain,

and people should be aware of this. Other causes for vision impairment are uncorrected

refractive errors, cataract, age-related macular degeneration, glaucoma, diabetic retinopathy,

corneal opacity, trachoma.

 The eyes are very essential and it should be given utmost care. Nowadays, it’s easy to

purchase fake glasses and contact lenses, anyone can just order ready made prescription

glasses online, but these online or perhaps thrifty buyers are not aware of the long term effect

that it can cause especially without consulting with an optometrist. Most prescription

eyewear that can be purchased online or outside the vicinity of an optical clinic are not

effective and would even cause damage to the eyes later on, yet there are still people enticed

to buy online because of the thought of being able to save money. An example of this is

IonSpec/NanoSpec Medical Eyewear which claims that their glasses are to resolve all vision

impairment, but the Food and Drug Administration (FDA) has confirmed its unapproved

advertisements which are all about misleading health claims (FDA, 2020). So purchasing a

ready made prescription glasses at a cheaper or minimal cost, especially without consulting

an optometrist, surely means that the prescription glasses that were purchased would not be

effective and can cause damage to the eyes later on. To clarify, there is nothing wrong with

fake glasses that are not prescriptive, perse, if you don’t have any vision deterioration or

problems. Although, if you do have vision impairment, it is a must getting prescribed glasses

in an optical shop wherein an actual doctor can have the eyes checked and determine the

possible eye problem occuring.

The medical field can actually lead to the business industry. Owning or working in an

optical clinic is one example. There are two types of eye doctors, an Optometrist (OD) and an

Ophthalmologist (MD) (WebMD; Seltman, 2020). Optometry is a six year course,

meanwhile ophthalmology all-in-all is about twelve to thirteen years. The difference is that

Optometrists focus on vision care, while an Ophthalmologist specializes in medical and

surgical eye care. Although both types of doctors can do refraction, we will be focusing on

the Optometrists who specialize in vision care. These Optometrist Doctors (OD) are entering

the business field because, not only do they offer their services, which is in the form of

check-up consultations, but they also offer several products to promote eye care to their

patients. For this reason, optometrists have to be familiar with the up-to-date products

available that will be suitable to the patients. It is essential to know what the patient wants

and that should be the basis for recommendations, and also important to provide suggestions

for options, but optometrists should not impose what they want on their patients. These

doctors can own or manage an optical clinic as well, so they can be considered as business

owners or managers at the same time, while promoting vision care to their patients. They also

invest in instruments to be able to accurately evaluate the eyes better. Eye specialists are able

to provide the people with Primary Eye Care.

Primary Eye Care (PEC) is a vital element of Primary Health Care (PHC) which

promotes eye health care to prevent and treat conditions that may lead to visual loss. Basic

elements of PEC include eye health education, symptom identification, visual acuity

measurement, basic eye examination, diagnosis and timely referral (Soltura, 2019).

These primary eye care services include performing refractions, educating patients on

maintaining healthy vision, screening for eye diseases and conditions affecting vision that

may be asymptomatic, recognizing ocular manifestations of systemic diseases and systemic

effects of ocular medications, counselling and educating patients regarding their eye disease

conditions, making a differential and definitive diagnosis for any abnormalities that are
detected and lastly, fitting and prescribing optical aids such as spectacles and contact lenses

(Soltura, 2019).

Accessibility of PEC is essential since 80-90% of everything that a person does,

involves eyesight. Poor eyesight and blindness has a vast socio-economic impact due to the

loss of productivity. This loss of productivity leads to poverty and limited educational

opportunities that can greatly affect the less developed countries. And In Asia, the

Philippines has been among those developing countries with the highest prevalence of

blindness and vision impairment. For this reason, the Republic Act 8050, also known as The

Revised Optometry Law of 1995, states that only licensed optometrist can perform refraction

aside from ophthalmologists (Soltura, 2019). But lately, since the industry has been saturated,

optical clinics deal with competition, and mostly, these are illegitimate sellers of prescription

eyewear outside the legitimate market, which are usually found in online shops.

Because of the competitiveness in the industry, these optical shops have different

approaches and marketing strategies in order to entice their customers, but they sometimes

tend to set aside the importance of customer satisfaction and quality service which makes

people purchase ready made prescription glasses online that is not even effective.

In Los Banos, there are several optical clinics. One of which is the Soltura Optical

Clinic that was founded in 1982. This optical clinic has been one of the oldest optical clinics

in Los Banos. In their decades of optometric practice, there has always been competition.
Presently, not only do they deal with optical clinics as their competitors, but they also have

competitors outside the optical clinic industry.

Statement of the Problem

Optical shops tend to focus on product and pricing strategies instead of service

quality and customer satisfaction. Nowadays, eyewear can easily be purchased online.

Because of this, legitimate optical shops are affected in terms of sales, meanwhile, patients

are not getting the proper eyewear that they should be receiving.

The Soltura Optical Clinic has competitors within and outside the industry. They

should know what are the strengths, weaknesses, opportunities and threats in the industry to

create enhanced marketing strategies in order to bring public eye healthcare awareness and to

stand out to the market from its competitors in Batong Malake, Los Banos. This can be a

parameter to improve the service quality and increase the level of customer satisfaction to

satisfy and meet the patients’ needs.

Specifically this research seeks to address the following questions:

1. What is the demographic profile of the respondents?

2. Which factor in the 7P’s of Marketing affects patients’ level of satisfaction the

highest, and the lowest?

 3. What is the overall customer satisfaction level achieved based on the 7P’s?

4. Based on the findings of the study, what action plans can be recommended?

Objectives

The general objective of this research aims to assess the overall level of satisfaction

of the patients and help the Soltura Optical Clinic know their standing in the market, and to

create an enhanced marketing plan to promote their service to the public who are in need of

vision care.

Specifically, this study aims to:

1. describe the demographic profile of the respondents;

2. identify which factors affect and influences patients’ satisfaction the highest

and the lowest;

3. identify the customer satisfaction level achieved;

4. and lastly, to come up with an action plan to address the issues identified.

Scope and Limitation of the Study

 The scope of this study will be covering the four levels of satisfaction, which are

meeting customer expectations, exceeding customer expectations, providing customer delight

and being able to amaze customers. These four levels will be the basis for the assessment of

the overall experience and patients’ satisfaction rating.

The duration of this study was conducted in September 2020 and should be

completed in June 2021. This study will involve the optometrists and patients in Batong

Malake, Los Banos, Laguna.

The researchers will be conducting interviews on optometrists and will be using

survey questionnaires on the patients to project the current level satisfaction of the Soltura

Optical Clinic and its competitors within Batong Malake, Los Banos, Laguna.

There are several limitations to this research. Firstly, the survey will be conducted to

patients in the optical clinic chosen by the researchers. The optical clinics are limited within

Batong Malake, Los Banos. The research will be conducted in the selected optical shops only

among patients ages seven to sixty-five years old, due to the pandemic, and the optometrist

or staff on duty. Lastly, there may be other variables that are related, but not included in this

study.

Significance of the Study

 The importance of this study is that as medical professionals who are entering the

business field, they should be aware of how important it is to provide quality service which

brings satisfaction to their patients. Especially for the Soltura Optical Clinic, since this thesis

is to know their standing among their competitors and being able to benchmark properly. The

beneficiaries for this study are the eye specialists and aspiring ones, as well as their patients

because what the researchers aim to achieve is for the optical clinics to be supported and

patronized by their former patients and entice other patients to check out and avail what they

have to offer. They also get to give the public the proper knowledge on vision healthcare. As

for the patients, there are several benefits that they can get from this. Firstly, the information

that they can learn from optical clinics regarding vision health and provide them with

prescription spectacles that are effective. Another benefit they can have is that optical shops

can adjust to their needs and provide them with several options. This study provides useful

information regarding the importance of the overall satisfaction of patients in an optometric

practice. The future researchers who will be having a similar project proposal, this study can

serve as a guide and a reference reading material in making their own study. The result from

the study can be used to give valuable information on the elements and dimensions, which

have been given priority by patients in assessing the satisfaction derived from the quality of

services. In addition, this study is going to present the conclusions and recommendations that

provide useful information to the optometric practice.

 Chapter II

Review of Related Literature

This chapter of the study presents the different related literature and studies written

by local and foriegn authors who provide past studies regarding the concept, as well as

various literature related to customer satisfaction, service, service quality, and analysis in

relation to the present study.

Service Quality

Service quality is defined as the output of delivering the service to the customers

(Bhargava, 2017), which aims to improve performance in procedures and processes.

Parasuraman (1988), on the other hand, defines service quality as “the differences between

customer expectations and perceptions of service”. It is intertwined with customer

satisfaction since service quality is dependent on the customers’ viewpoint. The opinions

formed by the customers regarding service quality are derived not just from a single aspect,

but from several factors (Bhargava, 2017). These may be the pricing range, product quality,

employees’ attitude towards customers, being able to address customers’ concerns, delivery

speed of the product/service, etc.

 Service quality is a mash up of two words, “service” and “quality” that gives

importance on the availability and accessibility of quality services (Bhargava, 2017). The

term quality means focusing on being consistent on providing the standard and specification

that an organization says to provide, and later on being able to innovate and improve those

first set standards and exceed and go beyond customers’ expectations. The created quality

forms boundaries of expectation since consumers’ know what it means to provide quality

service and expect each organization to be able to apply excellent service with outstanding

quality. Those expectations are critical because it can only bring satisfaction and

dissatisfaction to the users and them being satisfied or unsatisfied causes an impact to the

business. To improve the service quality, it is required to find out the reasons that cause

dissatisfaction and create appropriate solutions to address those concerns in order to

minimize customer dissatisfaction. That is why the ultimate goal is to reach, and perhaps,

even exceed what the customer expects of the business, its products and services.

Service Quality is essential because it is both beneficial to the optical business and its

patients. Patients are satisfied and can avail that product or service again. Business profits

from sales. It improves the way people see the company and management, which boosts the

business’ reputation and brand. It is cost effective and easier to retain established customers

than attracting new ones. Being able to address and solve customer complaints then impress

and satisfy them can make them return clients. Good customer service generates positive

word-of-mouth and person-to-person recommendations (F. Sherman, 2019), which is also an

effective and cost effective marketing strategy.

 Service Quality is defined in relation to, at least, four perspectives (Bhargava, 2017).

The first perspective is Excellence. This means having the quality of being

outstanding. It is usually defined externally and its attributes have a possibility of

changing rapidly and dramatically. Its attributes are about improvement, vision and

integrity, productivity, sustaining outstanding results, managing with agility, giving

value to customers and partners, developing capabilities and having a futuristic

mindset.

The second perspective is Value, which incorporates multiple attributes, but there is a

difference between Quality and Value. Quality is about meeting and being able to

exceed customer expectation, meanwhile Value focuses on the benefit received by the

customers.

Conformance to Specification is the third perspective. The definition of specification

is being able to state, describe or identify a requirement precisely. Sometimes, users

of a service may not know or care about internal specifications. Despite this, it is still

important to conform to the specifications stated.

Lastly, Meeting and/or Exceeding Expectation. This applies in all businesses, but as

time progresses, expectations change. Customer expectations can also be influenced

from experiences from competitors or other service providers.

The last perspective is what most businesses and marketing researchers concentrated

on. A. Parasuraman, Valarie Zeithaml, and Leonard L. Berry in 1985, created the Gaps

Model of Service Quality that shows Customer Satisfaction largely functions from
perception. If the customer perceives that the service meets their expectations then they will

be satisfied. If not, they’ll be dissatisfied. If they are dissatisfied then it will be because of

one of the five customer service “gaps” in the model.

There are five factors that can cause dissatisfaction because of discrepancies, stated in

the Gaps Model (EPM, 2018).

Knowledge Gap, which is about the customers’ expectations and the company’s

perception towards those expectations. This gap usually happens because of lack of

communication between management and employees, lack of interaction between the

management and customers, insufficient relationship focus and failure to listen to complaints

from clients. Using customer research is one way in order to reduce the gap. Increasing

interactions between management and customers and increasing interactions between

management and service staff are also ways to avoid the Knowledge Gap. Acting on other

customer insights received once validated is also one way to lessen this type of gap.

Policy Gap, which is about the management’s perceptions of customers’ expectations

and translating their understanding into service quality policies and specifications. This

usually occurs when there is lack of customer service standards, poorly defined levels of

service and failure to update service level standards regularly. To avoid this gap, it is

necessary to ensure a good proportion of senior management remuneration aligned to service

quality. Setting, communicating and reinforcing quality standards is also a must. Set

measurable service quality goals. Train managers to be service quality leaders. Update

policies regularly and reward employees for the achievement of quality goals.

Delivery Gap, which is about service quality specifications and actual service

delivery. This gap usually takes place if there are deficiencies in human resource policies.

Failure to match supply to demand and lack of cohesive teamwork to deliver the product or

service can also cause a delay in the process of service delivery. Employees lack of

knowledge about the service or product causes this gap as well. Train employees.

Empowering employees, providing the right technology, tools and equipment, focusing on

internal marketing and taking measures to retain high-performing employees are examples on

how to minimize the delivery gap.

Communication Gap is about the actual service delivery and what is communicated to

customers about it. The gap is between what was promised to customers through

advertisements and what was delivered. This happens when advertisements are exaggerated

and overpromising. Viewing external communications as separate to what’s going on

internally can also cause this gap. It is important for the operations team to communicate

with the advertising team to avoid creating overpromising ads. This gap is crucial because it

immediately leads to customer dissatisfaction. If the customer did not receive something as

they were promised, there is a high possibility for them to share that experience with people,
and worst case scenario, will seek for other suppliers who will be able to deliver what they

have promised and advise those people to check out those alternative suppliers. Getting

employees input to your advertising campaigns, using reality advertising by using real

customers, real reviews, and real employees; ensuring advertising campaigns are signed off

by the operations team and managing customer expectations realistically are ways on how to

avoid the communication gap.

Customer Gap focuses on the difference between customers’ expected services and

perceived service delivered. This gap occurs because the expectations and perceptions of

customers can be different from what the service has provided them with. Customers do not

always understand or they tend to misinterpret the service quality provided. Several

organizations are oblivious about this gap. This can occur because of one of the four gaps, or

just because the customers’ perception and understanding of the quality of service is

incorrect.

The concept of service quality revolves around the customer. Quality is a crucial

factor and a customer’s basis for opinions. Service quality is achieved once the expectation

of customers are attained. Service quality influences the volume of demand for a given

service product. Service providers focus on being able to provide service quality. It brings

impact on profit and it is essential to understand how it affects the financial indicators of

business performance in service marketing. It is usually the key problem of service marketing
management, but must be viewed as a strategic force. As it helps increase market shares and

profit growth, it is also a source that brings sustainable advantage against competitors since

not all service providers can attain customers’ expectations. Service providers are the ones

who define and attain quality service, meanwhile the patients’ perception is developed during

the service delivery process. Their evaluation is based on the overall quality service and

being able to maintain professional relations. The main idea and understanding of service

quality is the customer’s view of service quality is connected to certain bases, if a given

service can be made consistent.

There are four characteristics in service quality. Firstly, patients are directly part of

the process (Bhargava, 2017), bringing perceptions and expectations to the transaction that is

a part of their interaction. Unlike products, which can be made, inspected, and controlled for

quality before it is released to the consumers, service quality cannot be inspected before

delivery. Patients fully have a role in the transaction, they are concerned with the output or

result of the transaction, and the process for delivering that outcome. In a production

environment, eliminating variance is critical to making high-quality goods, but during the

delivering service, satisfying customers depends not on eliminating variance, but rather on

personalizing the service delivery to the unique circumstances of each transaction. Applying

certain principles consistently rather than providing an identical response to each transaction

is the key to delivering quality service. Lastly, customer satisfaction is subjective. It is made

up of two essential elements, which are the expectations and perceptions of delivery.

Customers have unique expectations based on their individual experience and needs. They

have their own perception of what they received. Any difference between what they expected
to receive to what they have perceived will affect their satisfaction. Consumers have become

more selective on what to purchase because of service quality, especially because of the

competitiveness in the market.

There are several criterias of Service Quality. The article entitled ‘Competing on the

Eight Dimensions of Quality’ by David A. Garvin (1987) identified the following eight

dimensions of quality applicable to both goods and services, which are Performance,

Features, Reliability, Conformance, Durability, Serviceability, Aesthetics, Perceived Quality

or Prestige.

In a further filtration of the eight factors indicated above, Parasuram, Zeithmal and

Berry have seen ten other dimensions of service quality. Competence is being able to obtain

the required skills and knowledge to perform the service. Courtesy refers to factors such as

etiquette, politeness, respect, and friendliness of the employees and management;

consideration for the customer's property and a professional appearance of contact personnel.

Credibility is all about factors such as trustworthiness, believability and honesty. It entails

having the customer's best interest at heart. It may be influenced by company name, company

reputation and the personal characteristics of employees. Security is about the customer's

freedom from danger, risk or doubt, including physical safety, financial security and

confidentiality. This is where warranties and money back guarantee policies fall under.

Accessibility refers to approachability and ease of contact. Waiting time, convenient hours of

operation and a convenient location fall under this criteria. Communication means informing

customers in a language they are able to understand and also listening to customers. It is
always a two-way interaction. A company may need to adjust for the different needs of its

customers. Providing information and an explanation of the service and its cost in regards to

the relationship between services and costs, as well as the assurances on how problems are

effectively addressed and managed. Knowing the customer means to make an effort to be

able to understand the customer's individual needs, providing individualized attention,

recognizing the customer and attending to their needs as quickly as possible. Tangibles are

the physical evidence of the service. The appearance of the physical facilities, tools and

equipment used to provide the service and the appearance of personnel and communication

materials and the presence of other customers in the service facility are considered as

tangibles. Reliability is the ability to fulfill the promised service in a dependable and accurate

manner. The service is done precisely, the accounting is correct, records are always up to

date and schedules are kept. Responsiveness refers to the willingness of employees to help

customers and to provide a prompt timely service. Later, the determining factors were

reduced to five: tangibles, reliability, responsiveness, service assurance and empathy; and

have identified that the following five dimensions are crucial in service quality. These five

dimensions are found in the SERVQUAL framework which is used to measure service

quality in the perception of the customers.

In the business, it is important to be able to set standards, but it must always be up to

date. In creating standards, it is important to stabilize and consider the company’s defined

standard, and the customer’s standard in order to balance and create a benchmark from the

two standards.
 Customer service is critical in the optical industry. In a report posted by Toma

Kulbytė (2020), 86% of customers will pay a higher price for better service quality to attain

the satisfaction they are looking for. In the optometry practice, there can be several

distractions in the environmental aspect. Despite those distractions, it is crucial to maintain

professionalism. Patients who feel that their respective optometrist is not giving them their

full attention, will be skeptical on how their needs will be provided.

Price can cause a loss in sales if customers do not know the value of the product they

wish to avail. In recommending a product, it is important to make known its value as to why

the price, as well as being able to highlight and stress on how the recommended product

solves the patient’s vision needs (Pauli, 2018). The sales approach should provide product

and service value, but it is important to keep in mind to listen to the patient’s needs or wants,

so some personalized adjustments can be made.

Customer Satisfaction

Customer Satisfaction is any form of direct interaction between the customer and the

company, its staff and management. It is influenced by the customer’s perception of quality

(Zeithaml and Bitner, 2000). It is used to measure how customers feel about a brand, its

products and services. It also reflects the degree to which the business has managed to
provide a customer experience that meets expectations. There is no specific definition for

customer satisfaction for every author (Agbor, 2011, p. 6), but it is identified by a response

(cognitive or affective) that pertains to a specific focus (i.e. a purchase experience and/or the

associated product) and occurs at a certain time (i.e. post-purchase, post-consumption) (Giese

& Cote, 2000, p. 15). This definition is supported by other authors, who think that the level

of satisfaction is determined by the cumulative experience at the point of contact with the

service provider (Sureshchander et al., 2002, p. 364).

Satisfaction is an important antecedent in fostering customer retention (Gil, Hudson

& Quintana 2006: 47), as it affects a customer’s decision to continue a relationship with the

company (Ndubisi, Malhotra & Chan 2009: 8). It is a way for customers to communicate

their feelings directly towards the company and its management. The direct interaction is

critical in ensuring satisfaction and customer loyalty. Measuring satisfaction helps identify

frustrated customers and create bases for solutions that can address their problems.

Customer Satisfaction is crucial since it helps identify factors that cause

dissatisfaction to customers. If unsatisfied customers are not identified, foreseeing or

preventing churn is difficult. It goes without saying that losing existing customers is

incompetent for business (K. Limani, 2018). Satisfaction also equalizes to Customer Loyalty.

When a customer’s needs are met, they often return. Returning customers spend 67% more

than new customers (Bain & Company, Inc. The Value of Online Customer Loyalty and How

You Can Capture It 2). Their trust recommendations on their relatives and friends have a

huge impact when considering the purchase of a service or product, which is also a cost
efficient marketing strategy for businesses, because customer loyalty boosts revenue streams

and brings new consumers solely by word-of-mouth (Nielsen, 2012).

It is important for the doctor to focus on the patient and not get distracted by the

surroundings since an essential part of effective customer service is making personal

connections (J. Rezabek, 2020). Once connections are made, trust is built. A strong

connection can help identify the frame and lens type that meets the patient’s needs. When the

optometrist can make a connection with the patient, the patient will not only trust their

recommendation, but they will also be more likely to return to the practice in the future,

which promotes patient loyalty.

Customer Service

It is the direct one-on-one interaction between a consumer making a purchase and a

representative of the company that is selling it. Most retailers see this direct interaction as a

critical factor in ensuring buyer satisfaction and encouraging repeat business. (M. Grant,

2020)

Providing good customer service means that good service quality is present in the

business. To be able to give excellent customer service, staff and doctors on duty should be

able to warmly welcome and give off a positive vibe to the patients entering the

establishment. It is important to make them feel comfortable and let them know that a staff is

available to assist them anytime. And lastly, before they leave, make sure to ask if there is
anything else that they need assistance with, and if not, thank them and make them feel

welcome to come back.

Customer Satisfaction vs Service Quality

An indicator of customer satisfaction is the emotions shown by the customer, and is

and has consistently been the foundation for any company. Customer satisfaction has been

defined by an author as “the consumer’s response to the evaluation of the perceived

discrepancy between prior expectations and the actual performance of the product or service

as perceived after its consumption” (Tse & Wilton, 1988, p. 204), thus considering

satisfaction as an “overall post-purchase evaluation by the consumer” (Fornell, 1992, p. 11).

In the marketing and management literature, service quality is the degree to which

clients' impression are met and perhaps even surpasses their expectations as defined by

Zeithaml, et al. (1990), (cited in Bowen & David, 2005, p. 340) The point of offering service

quality is to satisfy clients. Estimating service quality is a superior method to direct whether

the services are good or bad and if clients are happy or disappointed with it.

Since customer satisfaction has been viewed as dependent on the client's experience

on a specific service encounter, (Cronin & Taylor, 1992) it is in accordance with the way that

service quality is a determinant of customer satisfaction since service quality originates from

the result of the services from service providers in associations. Another author stated in his
theory that “definitions of consumer satisfaction relate to a specific transaction (the

difference between predicted service and perceived service) in contrast with ‘attitudes’,

which are more enduring and less situational-oriented,” (Lewis, 1993, p. 4-12) This is in line

with the idea of Zeithaml et al (2006, p. 106-107). Regarding the relationship between

customer satisfaction and service quality, Oliver (1993) first suggested that service quality

would be antecedent to customer satisfaction. Some researchers have found empirical support

for the view of the point mentioned above (Anderson & Sullivan, 1993; Fornell, et al 1996;

Spreng & Macky 1996); where customer satisfaction came as a result of service quality

(Agbor, 2011).

Marketing Strategy

The definition of Marketing Strategy is a futuristic long term action plan made to

promote and sell a product or service. It is an overall game plan of any business with the

fundamental goal of attaining a sustainable competitive advantage by understanding the

needs and wants of consumers (A. Barone, 2020). It is essential since it is used to gain

advantage over competitors.

When creating marketing strategies, there are a lot of factors to consider. E. Jerome

McCarthy (1960) created the 4P’s of Marketing Mix which stands for Product, Price, Place
and Promotion. These 4P’s are the fundamentals in marketing. Later on 3P’s, Process, People

and Physical Evidence, were added, and thus, the 7P’s.

The original 4P’s of Marketing focuses on pricing, product, location and advertising.

The Product should provide satisfaction to consumers. It should be beneficial to them and

what the consumers are expecting to receive. For Place, the product or service should be

available from where your target consumer finds it easiest to shop. It could be a shop found

inside the mall, along the highway or online. The Price should always amount to the value of

the Product, meaning it should be seen as representing good value for money. This does not

mean it should be cheap since one of the main principles of the marketing concept is that

customers are usually willing to pay a little more for something that works really well for

them (Anon, 2016 Marketing Theories – The Marketing Mix – From 4 P’s to 7 P’s.

Professional Academy). What falls under Promotion are Advertising, Personal Relations,

Sales Promotion, Personal Selling, and presently a platform used is Social Media (Anon,

2016). These are all examples of key communication tools in the business field. These tools

should be used accordingly to put across the organization’s message to the correct audiences

in the manner they would most find alluring, whether it be informative or appealing to their

emotions.

Then there is the additional 3P’s, consisting of People, Process and Physical Evidence

that completes the 7P’s.

 All companies rely on the people who run them, from sales staff to the manager.

Having the right people is crucial because they are a part of the business offering, just as the

products and services the company offers. Process is basically the delivery of service usually

done with the customer present. How the service is delivered is a part of what the consumer

is paying for. Lastly, Physical Evidence. Almost all services include some physical elements

even if the bulk of what the consumer is paying for is intangible. In the optical industry, an

example of this can be a tarpaulin consisting of the products available and its information

indicated or the location’s environment itself.

Since the optometric practice is also considered a business, marketing strategies are

beneficial and of use. Usually optical shops focus on product and price, thus the promotions

like sales discounts and promo packages (E. Derhovsepian, 2018). Advertising outside social

media is commonly done, but nowadays, optical shops are suggested to do online

advertisements as well, to reach a larger number of seeking patients (M. Singh, 2018).

A. Conceptual Framework

The demographic profile of the main respondents, which are the patients, are

needed, in order to continue with the process of gathering data through survey

questionnaires. The assessment instrument that this study will be anchored in the 7P’s

of Marketing, which are the factors that influence customer satisfaction. The reason

for the needed interview with the optometrist or staff on duty is only for the
 researchers to know what products they offer and what promotions they do, which

can help them create an enhanced marketing plan. After gathering all the data needed,

and identifying which factors among the 7P’s of Marketing brings most satisfaction

and what not, the researchers will come up with an action plan that aims to improve

and help optical clinics boost customer satisfaction, retain old and gain new

customers.

INPUT PROCESS OUTPUT

Demographic Conducting Identification

Profile: Data Gathering of Factors
New or Old by Survey Patients are
Patient Questionnaires Satisfied With
Age to Patients
Occupation Action Plan
Interview
Concern (Creating
Optometrist or
Staff on Duty Enhanced
Assessment Marketing
Instrument: Strategies)

7P’s of
Marketing

Figure 1. Conceptual Framework of the Study

B. Theoretical Framework
 7P’s Marketing Mix

The 7Ps Marketing Mix by J. McCarthy is the framework that has a major role

in this study. Customer Satisfaction comes from the products and/or services

offered by a company. In this study, the researchers want to know which

among these seven factors greatly impact and affect customer satisfaction in

order to create a marketing plan that can give emphasis on the strengths,

improve weak points, create more opportunities and be able to counter threats.

PRODUCT PEOPLE

PROCESS
PRICE 7P’s
Marketing
Mix

PHYSICAL
PLACE EVIDENCE

PROMOTION

Figure 2. J. McCarthy’s 7P’s of Marketing

 Chapter III

Research Methodology

This chapter contains the research design and methodology used in conducting this

study. It incorporated the sampling technique, sources of data, the research subjects,

population of the study and the instrument utilized to gather information and data. This

chapter shows how the researchers came to the necessary data of this study and how these

data were analyzed, interpreted and presented in the simplest and easiest way possible.

Research Design

This study will be using both quantitative and descriptive methods since the

researchers are to study the characteristics of the population that are availing the products and

services offered by the optical clinics to understand what factors affect their satisfaction.
Research Instruments

This study will be using survey questionnaires as the main instrument in the data

gathering, alongside conducting interviews with the optometrists and/or staff on duty. The

survey questionnaire for the patients to answer will be divided into two parts. Part I will

question the demographic profile of the respondents, which indicates the age, occupation,

new or returning patients (considered if they have had three or more check-ups and

purchased a product) and reason for going to the optical clinic. Part II will evaluate the

patients’ rating on the services and product offered by the optical clinics.

Sampling Design and Selection of Respondents

The researchers will be using the purposive sampling design as they find the

respondents fit for the objective of the study. The researchers will be distributing the physical

survey questionnaires to seven patients within the chosen clinic and will be conducting an

online survey to seventy respondents.

Collection of Data
 The researchers will be asking permission from the chosen optical clinic’s owner to

conduct the survey. Once permission will be granted, the researchers are to distribute the

survey questionnaires accordingly. The researchers will also have to request permission from

patients if they can answer the survey created. The content of the survey will be about the

demographic profile of the patients and will be using the likert scale to assess customer

experience and overall satisfaction rating on service quality using the 7P’s Marketing Mix,

and will be asking for suggestions on what the clinics can improve on. The researchers will

also have to set an appointment with the optometrist and/or staff on duty to ask about their

knowledge of the overall customer satisfaction they get from patients, as well as information

about their offered products and services and promotions.

Statistical Treatment

The study will be using the likert scale, frequency counts and weighted mean as

statistical treatments.

To compute the weighted mean, the formula indicated below will be used.

Σfx
X= X= Mean
n

Σ= Sum

f= Frequency

x= Weight given to responses

 n= Respondents

Chapter IV

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter presents the data gathered by the researchers from their respondents.

Data is analyzed to clearly show the level of customer satisfaction of patients from optical

clinics within Batong Malake, Los Banos, using the 7P’s of Marketing, to see which factors

are they most satisfied with, and at the same time, be able to see which clinics are

competitors that can make a great impact on the Soltura Optical Clinic.

The researchers first interviewed the owner of the Soltura Optical Clinic, Dr. L.

Soltura-Zalameda. She entered the Optical Clinic industry in 1982. She is not only the owner,

but also the Optometrist handling the patients for 38 years.

 The clinic offers different products and services, examples of which are different

frames, different types of lenses (single vision, double vision, progressive, transition),

different colors of contact lenses, solutions for contact lenses, consultation and repair.

Before the pandemic, the rate of patients coming in was generally around five to

seven a day, but because of the pandemic, there has been a decrease of patients inquiring or

having their eyes checked. Nowadays, patients are about two to four a day or even less on

bad days, she said. Usually, concerns are inquiries or purchasing eyewear. To keep patients

entertained, they would ask about the concerns first then keep the television open until the

last patient has been accommodated. The staff is the first one to assist the patient’s concern

and once a brief explanation is given regarding the products and services and the patient is

pleased with the offers, then they are passed on to the optometrist on duty.

To keep track of the satisfaction of patients is to simply ask if they are happy with the

product and service provided, and once they come back to have their eyes checked or

purchase a new eyewear, it simply means that the patients were satisfied with the product and

services rendered to them by the clinic.

The researchers asked what does the clinic offer that makes it stand out among its

competitors. The answer was simple; “relationship”. By maintaining connections with their

customers, the relationship grows stronger, and the trust formed by that connection is

strengthened. Aside from that, it is the only clinic that has an ENT specialist by
appointments. and offers a one week warranty (except if it has been damaged caused by the

patient, e.g. cracked lens because the glasses fell on the ground).

In addressing concerns and queries, the staff and optometrists are welcoming and

attentive to what the customers want and need. As the saying goes, “the customer is always

right”. Suggestions are always given, but the final say goes to the patient purchasing the

product.

Advertising strategies used by the clinic is the signage in front of the establishment,

word of mouth by the patients, and lately, created an online page for patients to inquire about

the products, services and business hours. The promotions are having packages and putting

sale promotions at least once or twice in a quarter of a year.

The term and concept of the 7P’s Marketing Strategy was quite unfamiliar to the

owner and its employees, but despite that, the factors under the 7P’s were applied daily. The

marketing strategies that’s said to be applied are having promo packages and sale discounts

on selected items within the year.

In terms of service quality, there will always be room for improvements. A specific

example is the treatment and attitude of optometrists and staff towards the patient; that it

should be always courteous and welcoming, even if they are having a bad day or if some

patients can be complicated to deal with at times.

 Researchers observed the strategies used for optical clinics within Batong Malake,

and it is usually focused on products, which are promo packages and sale discounts.

The data gathering for respondents, on the other hand, used survey questionnaires.

The survey questionnaires were printed and available online via google forms, which lasted

for three weeks.

Table 1: Age of Respondents

Age Frequency Percentage (%)

15-30 43 55.84
31-45 14 18.18
46-65 15 19.48
65+ 5 6.49
TOTAL 77 100.00

The table above shows the age of respondents taken. Ages ranging 15-30 gathered the

highest, 55.84% and a frequency of 43 of the total respondents of the patients who

visited optical clinics. Only 6.49% of the overall respondents were ages 65 and above,

with the frequency of 5.

 Table 2: Occupation of Respondents

Occupation Frequency Percentage (%)

Student 18 23.38
Instructor 15 19.48
Unemployed 13 16.88
Retired Instructor 2 2.60
Call Center Agent 3 3.90
Researcher 2 2.60
Business Man 1 1.30
CSR 1 1.30
Driver 2 2.60
Self Employed 2 2.60
Operation Officer 2 2.60
Government Employee 1 1.30
Computer Programmer 1 1.30
Entrepreneur 1 1.30
Hair Stylist 1 1.30
Homemaker 1 1.30
Kitchen Helper 1 1.30
Math Tutor 1 1.30
Planning Officer 1 1.30
Online Seller 1 1.30
Vendor 1 1.30
Work from home 1 1.30
Physician 1 1.30
Milk tea shop 1 1.30
Parish Church Staff 1 1.30
Secretary 1 1.30
Voice Actor 1 1.30
TOTAL 77 100.00

Contained in table 2 is the list of occupations of patients who visited an optical clinic.

With a frequency of 18 and a percentage of 23.38% are the students, which got the

highest count. This table goes to show that students are usually the one with the

highest rate of having eye problems, especially given the continuous program for

online classes.

Table 3: Name of the Optical Shop

Optical Shop Frequency Percentage (%)

Soltura Optical 22 28.57
EO 14 18.18
Sarabia Optical 13 16.88
Oro Optical 12 15.58
Vision World 8 10.39
Mendoza Optical 3 3.90
Dr. Quinciano Reyes of LBDH 2 2.60
Ideal Vision 1 1.30
Asia Pacific Eye Center 1 1.30
Starfinder Optical 1 1.30
TOTAL 77 100

The table above shows the name of the optical shop the respondents visited. Soltura

Optical has the highest, with the frequency of 22, 28.57% of the total respondents. EO,

Sarabia and Oro followed with the percentage of 18.18, 16.88 and 15.58.
Table 4: Type of Patient

Type of Patient Frequency Percentage (%)

Old (visited at least 3 times) 45 58.44
New 32 41.56
TOTAL 77 100.00

The table above depicts what type of patient visited the optical shops. 45 out of 77

were old patients who visited their respective clinic at least three times, covering

58.44% rather than the new patients, 32, and covering 41.56%. The reason the

researchers have used at least three times as a basis to be an old patient is because it

means they have been satisfied by the services to return thrice to the clinic they have

first inquired with.

 Table 5: Frequency of visits (per year)
*Available only on the google form online survey

Times of Visit Yearly Frequency Percentage (%)

4 times 0 0.00
3 times 2 2.86
2 times 7 10.00
Annual 45 64.29
N/A 7 10.00
Once in 2 years 2 2.86
None in particular 1 1.43
If needed/fixing glasses 4 5.71
Availability 1 1.43
8 to 12 times 1 1.43
TOTAL 70 100.00

As the table shows, most patients frequently visit optical clinics annually, which are

45 out of 70 respondents, covering 64.29%. The cause of this is usually the

effectiveness of the product and the mindset of patients. If the patient finds the

glasses in good condition, or at least they can still bear with the glasses, then they
 choose to have their eyes checked annually. Those who visit 8-12 times, on

availability, or in no particular frequency, have 1 respondent each.

Table 6: Level of Satisfaction based on Product

SA A D SD N/A Mean Verbal

Statement
(5) (4) (3) (2) (0) Average Interpretation
Different options of products/services
42 35 0 0 0 4.55 S
being offered
The product/service is of good quality 46 29 2 0 0 4.57 S
Packaging of the product delivered is of
34 41 1 0 1 4.39 S
high quality
WEIGHTED AVERAGE 4.50 S
Legend: 0.0-1.59 Not Applicable (N/A), 1.6-2.59 Highly Unsatisfied (HUS), 2.6-3.59

Unsatisfied (US), 3.6-4.59 Satisfied (S), 4.6-5.0 Highly Satisfied (HS)

On the table above, is the level of satisfaction based on the 1st P of the 7P’s of

Marketing -- product. All three statements got an average within the range of

satisfied, thus the weighted average, 4.50 is equivalent to satisfied. Patients are

satisfied with the products, but it is seen that patients still want an increase in the

variety of options for products, and product/service quality, as well as packaging of

the availed product needs more improvement.

 Table 7.1: Level of Satisfaction based on Price

SA A D SD N/A Mean Verbal

Statement
(5) (4) (3) (2) (0) Average Interpretation
The fees charged, if any, were
23 49 4 0 1 4.25 S
appropriate
Pleased with the price paid for the
service rendered. (e.g., consultation 34 35 4 0 4 4.11 S
fee)
Pleased with the price paid for the
product purchased. (e.g., prescription 34 38 3 0 2 4.41 S
glasses, contact lenses)
WEIGHTED AVERAGE 4.26 S

Legend: 0.0-1.59 Not Applicable (N/A), 1.6-2.59 Highly Unsatisfied (HUS), 2.6-3.59

Unsatisfied (US), 3.6-4.59 Satisfied (S), 4.6-5.0 Highly Satisfied (HS)

 Table 7.1 is the first set for the level of satisfaction based on price. Generally, patients

are satisfied with the product and services offered by optical clinics, but shows that

there are a few who are not satisfied or have not yet availed products and/or services

offered by the clinic they have inquired with.

Table 7.2: Level of Satisfaction based on Price

*Available only on the google form online survey

Mean Verbal
Statement V C (5) C (4) E (3) V E (2) N/A (0)
Average Interpretation
Consultation
16 39 6 0 9 3.63 A
Fee
Frames 3 48 17 2 0 3.74 A
Lens 3 41 23 2 1 3.60 A
Contact
Lens/Contact 1 24 1 3 41 3.80 A
Lens Solution
Medical
11 16 3 0 40 4.26 A
Certificate
WEIGHTED AVERAGE 3.09 E
Legend: 0.0-1.59 Not Applicable (N/A), 1.6-2.59 Very Expensive (VE), 2.6-3.59 Expensive

(E), 3.6-4.59 Affordable (A), 4.6-5.0 Very Affordable (VA)

 The listed indicators for price satisfaction on table 7.2 are very cheap, cheap,

expensive, very expensive, and not applicable. Generally, products are quite

expensive despite its affordability, as all statements have a weighted mean average of

3.09.

This table shows that patients mostly purchase glasses and pay the consultation fee,

rather than purchasing contact lenses and avail of medical certificates. Some patients

also find some frames expensive.

Table 8: Level of Satisfaction based on Place

SA A D SD N/A Mean Verbal

Statement
(5) (4) (3) (2) (0) Average Interpretation
The clinic’s location is accessible 61 15 1 0 0 4.78 HS
The establishment is PWD (wheelchair)
22 41 12 1 1 4.10 S
and Senior Citizen friendly
The location attracts attention and
42 31 3 0 1 4.47 S
stands out
WEIGHTED AVERAGE 4.45 S

Legend: 0.0-1.59 Not Applicable (N/A), 1.6-2.59 Highly Unsatisfied (HUS), 2.6-3.59

Unsatisfied (US), 3.6-4.59 Satisfied (S), 4.6-5.0 Highly Satisfied (HS)

The total weighted average for the level of satisfaction based on place is 4.45.

Statement 2 shows that the exterior aesthetics and location of clinics does not call
 much attention, which is something that can be modified with the present trends. As

for statement 3, it shows that the place or structure of the clinic itself is not that eldery

or PWD friendly which can also affect statement 1.

Table 9: Level of Satisfaction based on Promotion

SA A D SD N/A Mean Verbal

Statement
(5) (4) (3) (2) (0) Average Interpretation
The promo packages available 33 41 1 1 1 4.40 S
Sale discount available on selected
35 40 1 1 0 4.41 S
items
Clinic’s Advertising catches attention.
(eg, social media; printed; tarpaulin, 35 40 2 0 2 4.55 S
signage)
WEIGHTED AVERAGE 4.45 S
Legend: 0.0-1.59 Not Applicable (N/A), 1.6-2.59 Highly Unsatisfied (HUS), 2.6-3.59

Unsatisfied (US), 3.6-4.59 Satisfied (S), 4.6-5.0 Highly Satisfied (HS)

 On table 9 presents the level of satisfaction based on promotion. A weighted average

of 4.45 is calculated. It shows that the said ways for promotion can still be boosted.

Table 10.1: Level of Satisfaction based on People (Doctor/ Optometrist)

SA A D SD N/A Mean Verbal

Statement
(5) (4) (3) (2) (0) Average Interpretation
The optometrist gives a brief
background on the importance of eye 32 40 3 0 2 4.39 S
health.
During your check up, the optometrist
59 15 0 1 2 4.76 HS
is focused on you and your concerns
The optometrist gives suggestions for
65 10 0 0 2 4.87 HS
options on your prescription eyewear
The optometrist is able to give you
excellent training on how to use the 41 32 2 0 2 4.52 S
chosen eyewear
WEIGHTED AVERAGE 4.64 HS

Legend: 0.0-1.59 Not Applicable (N/A), 1.6-2.59 Highly Unsatisfied (HUS), 2.6-3.59

Unsatisfied (US), 3.6-4.59 Satisfied (S), 4.6-5.0 Highly Satisfied (HS)

 The table above interprets the level of satisfaction based on people, specifically the

doctors and optometrist. Gather a weighted average of 4.64. This shows that the

optometrists are able to provide the eye healthcare that patients need, but still needs a

little improvement, since there are few who are not satisfied or who do not see the quality

service that the doctors are providing.

Table 10.2: Level of Satisfaction based on People (Staff)

SA A D SD N/A Mean Verbal

Statement
(5) (4) (3) (2) (0) Average Interpretation
The personnel on duty is courteous and
61 16 0 0 0 4.79 HS
accommodating.
The staff is able to address inquiries
62 15 0 0 0 4.81 HS
and concerns.
The staff enthusiastically assists you
36 40 1 0 0 4.45 S
with your needs
The staff is able to give you brief
information on the products and 63 14 0 0 0 4.82 HS
services available
WEIGHTED AVERAGE 4.72 HS

Legend: 0.0-1.59 Not Applicable (N/A), 1.6-2.59 Highly Unsatisfied (HUS), 2.6-3.59

Unsatisfied (US), 3.6-4.59 Satisfied (S), 4.6-5.0 Highly Satisfied (HS)

 Table 10.2 shows the level of satisfaction based on people, in terms of staff. It is seen

that staff are able to assist and entertain the patients well, which increases their

satisfaction.

Table 11: Level of Satisfaction based on Process

SA A D SD N/A Mean Verbal

Statement
(5) (4) (3) (2) (0) Average Interpretation
Arranging an appointment did not take
40 31 2 0 4 4.52 S
too much time
The process of the eye examination and
56 19 0 0 2 4.75 HS
consultation is time efficient
Training for the handling of the chosen
60 14 0 0 3 4.81 HS
eyewear is easily understood
The waiting time in receiving the
38 34 2 1 2 4.45 S
product is reasonable
WEIGHTED AVERAGE 4.63 HS

Legend: 0.0-1.59 Not Applicable (N/A), 1.6-2.59 Highly Unsatisfied (HUS), 2.6-3.59

Unsatisfied (US), 3.6-4.59 Satisfied (S), 4.6-5.0 Highly Satisfied (HS)

 Table 11 was about the level of satisfaction based under process. The weighted

average of the four statements was 4.63. This shows that patients are satisfied with

the process starting from setting an appointment until receiving the product, but still

needs improvement since some patients are not satisfied and perhaps encountered a

problem during the process of purchasing the eyewear they want or need.

Table 12: Level of Satisfaction based on Physical Evidence

SA A D SD N/A Mean Verbal

Statement
(5) (4) (3) (2) (0) Average Interpretation
The facility is clean and organized. 70 7 0 0 0 4.91 HS
The ambiance of the clinic is cozy and
46 31 0 0 0 4.60 HS
welcoming.
The clinic capacity for patients is
46 31 0 0 0 4.60 HS
sufficient.
The clinic is following safety protocols.
(If you have recently visited during the 32 17 0 0 28 4.85 HS
pandemic. If not, please mark N/A)
WEIGHTED AVERAGE 4.74 HS

Legend: 0.0-1.59 Not Applicable (N/A), 1.6-2.59 Highly Unsatisfied (HUS), 2.6-3.59

Unsatisfied (US), 3.6-4.59 Satisfied (S), 4.6-5.0 Highly Satisfied (HS)

 On the level of satisfaction based on physical evidence, having a weighted average of

4.74 that equals to highly satisfied. This table shows that although patients are

satisfied with the cleanliness, ambiance and patient capacity of the clinic, they are

still unsure of going out to have their eyes checked because of the ongoing pandemic,

and for this reason, clinics are presently affected.

Table 13: Satisfaction compared with other optical clinics previously visited
*Available only on the google form online survey

Satisfaction Frequency Percentage (%)

Provides better service and product
51 72.86
quality
Needs improvement compared to
8 11.43
clinics previously visited
Not Applicable (if respondent only
11 15.71
visited the said clinic)
TOTAL 70 100

Table 13 shows the satisfaction of respondents from the present optical clinic visited

compared to other clinics they have formerly visited. 51 out of 70 of the respondents

are satisfied that the optical clinic provides better service and product quality, which
 has 72.86%. 8 of the respondents said that it needs improvement compared to clinics

they have previously visited.

This shows that once a patient finds a clinic that provides better service than the ones

they have previously visited, then they would cling onto the option that provides

better service and meets or exceeds their expectations. Some, on the other hand, are

patients who have tried other clinic options, yet the previous clinic was able to meet

their needs better. Lastly, some people are satisfied with the first clinic that they have

consulted with, that they choose to be a loyal customer and have their eyes checked

from their chosen clinic.

Table 14: Recommend this clinic to others?

Recommended Frequency Percentage (%)

Yes 74 96.10
No 3 3.90
TOTAL 77 100

The table above shows that 74 out of 77 respondents say that they are to recommend

this clinic to others, which is 96.10%. The remaining 3 answered they would not

recommend the optical clinic to others, which has 3.90%. This shows that there are a
 lot of satisfied patients from different optical clinics, but perhaps of certain problems

or experience the three patients have encountered, they do not recommend the clinic.

For the following tables, these questions were only available on the online survey for

additional information.

Table 15: Purchase online

Online Frequency Percentage (%)

Yes 13 18.60
No 57 81.40
TOTAL 70 100
 The table translates that 57 out of 70 have not purchased online, which has a

percentage of 81.40. 13 respondents said that they did purchase online.

Table 15: Reason for purchasing online

Online Frequency Percentage (%)

Price is cheaper 3 4.29
Advertising was enticing 3 4.29
Less hassle 3 4.29
Price is cheaper and Less hassle 1 1.43
Advertising was enticing and Less
2 2.86
hassle
All 1 1.43
N/A 57 81.43
TOTAL 70 100

The table shows the different reasons why the respondents purchased online. 57 have

answered not applicable, which gathered 81.43%. One respondent has answered all the

reasons that are said above. One also said that the price is cheaper and it is less of a

hassle.
 Table 16: Satisfaction for purchasing online

Highly Highly
Satisfactio Satisfied Neutral Unsatisfied N/A Mean Verbal
Satisfied Unsatisfied
n (4) (3) (2) (0) Average Interpretation
(5) (1)

Online 3 1 7 1 1 57 3.30 N
Legend: 0.0-1.4 Not Applicable (N/A), 1.5-1.8 Highly Unsatisfied (HUS), 1.9-2.4 Unsatisfied

(US), 2.5-3.8 Neutral (N), 3.9-4.5 Satisfied (S), 4.6-5.0 Highly Satisfied (HS)

This table shows the satisfaction for purchasing online, in relation to table 15. Most

respondents have neutral or moderate satisfaction when purchasing online.

Table 17: Purchase in stalls

Stall Frequency Percentage (%)

Yes 29 41.43
No 41 58.57
TOTAL 70 100

Table 17 shows if the respondents purchased in a stall. 29 of them answered yes, and that

is 41.43%. The remaining 41 said no, they did not purchase in a stall, which contains

58.57%.
 Table 18: Reason for purchasing in stalls

Online Frequency Percentage (%)

Price is cheaper 1 1.43
Less hassle 4 5.71
Eyewear is readily available 5 7.14
Price is cheaper & Less hassle 2 2.86
Price is cheaper & Eyewear is readily
2 2.86
available
Less hassle & Eyewear is readily
5 7.14
available
All 9 12.86
N/A 42 60.00
TOTAL 70 100

The table above lists the reasons why they have purchased in a stall. 42 out of 70 answers

were not applicable, while 2 of the respondents said that the price is cheaper and less

hassle/eyewear is readily available.

Table 19: Satisfaction for purchasing in stalls

Highly Highly
Satisfied Neutral Unsatisfied N/A Mean Verbal
Satisfaction Satisfied Unsatisfied
(4) (3) (2) (0) Average Interpretation
(5) (1)
Stalls 5 9 11 3 2 40 3.4 N
Legend: 0.0-1.4 Not Applicable (N/A), 1.5-1.8 Highly Unsatisfied (HUS), 1.9-2.4 Unsatisfied

(US), 2.5-3.8 Neutral (N), 3.9-4.5 Satisfied (S), 4.6-5.0 Highly Satisfied (HS)

This table is in connection with table 18, which is the satisfaction of the respondents in

purchasing in a stall. It has an average mean of 1.17.

 Chapter V

SUMMARY, CONCLUSION AND RECOMMENDATIONS

This chapter presents the summary, conclusion and recommendations to the Soltura

Optical Clinic on being able to satisfy their patients continuously.

SUMMARY OF FINDINGS

The study focuses on the perceived level of satisfaction of patients from optical clinics

within Batong Malake, Los Banos, based on the 7P’s of Marketing, with the objective to further

enhance the marketing plan of the Soltura Optical Clinic and maintain and exceed customer

expectations.

Demographic Profile of the Respondents

The data gathered were from 77 patients from optical clinics within Batong Malake, Los

Banos, through online and onhand survey forms.

Most patients are of age 15-30, but there are also patients aged 31 and above. More than

half of the respondents (58.44%) are old patients, meanwhile, 32 (41.56%) are new patients.

Most patients visit annually.

Assessing the Level of Satisfaction of Patients within Optical Clinics in Batong Malake

through the 7 P’s of Marketing

PRODUCT

The patients’ satisfaction in terms of product has a composite mean of 4.50 which is

Satisfied.

Patients are pleased with the products offered, but improvements should be made. Some

patients want more options of frames, which has to be available during inquiry.

PRICE

The patients’ satisfaction in terms of price has a composite mean of 4.26 which is

Satisfied, but specifically, the costs for patients has a composite mean of 3.09 which the verbal

interpretation shows to be expensive. Generally, the 2nd P of the 7 P’s Marketing Mix got a

composite mean of 3.67 interpreted as Satisfied.

This shows that patients are not too satisfied because they find some products a little

expensive, thus clinic owners should be able to make them aware that they are paying for a

worthy cost -- excellent quality product and service.

PLACE

The patients’ satisfaction in terms of place has a composite mean of 4.45 which is

Satisfied.

Regarding the location, it may be accessible for most patients, but for some, it does not

call too much attention. A problem is also the interior structure since some clinics have steps

which makes it a little difficult for the elderly or people who use the wheelchair. This factor is

important as well since as much as possible, a business owner would like their customers to not

have a difficulty in purchasing a product. It must be accessible for the target market.

PROMOTION

The patients’ satisfaction in terms of promotion has a composite mean of 4.45 which is

Satisfied.

Promotions strategy was able to give an overview of offers and help meet the customers’

expectation. Although, getting a general result of being satisfied for the clinic’s promotions,

there are improvements that need to be done in order to fully meet the expectation of customers.

PEOPLE
 The patients’ satisfaction in terms of people has a composite mean of 4.64 for doctors

which is Highly Satisfied, and, 4.72 for staff which is Highly Satisfied. In general, the 5th P of

Marketing received 4.68.

This shows that the staff assisting the patients are doing well in building connections.

Doctors, on the other hand, despite being able to satisfy their patients, would need to understand

their patients more, and not create a communication gap, in order for the both patients and

doctors to understand each other. They should be able to excel more since they are the ones who

handle the utmost needs of the patients.

PROCESS

The patients’ satisfaction in terms of promotion has a composite mean of 4.63 which is

Highly Satisfied.

Process is a critical factor in being able to deliver the product and/or service to the

consumers. In the case of optical clinics, patients are satisfied with the process flow, but would

still need improvement, during the duration of the process. Being able to address inquiries

smoothly until they receive the product/service they availed.

PHYSICAL EVIDENCE

The patients’ satisfaction in terms of promotion has a composite mean of 4.74 which is

Highly Satisfied.

Most patients are highly satisfied with the cleanliness, ambiance and patient capacity of

the respective clinics, although patients are satisfied, the ongoing pandemic has affected

business, and despite being satisfied with these factors, a lot of patients have not visited their

doctors during the duration of the pandemic. Despite being affected, the clinics should continue

to maintain these since it is one of the contributing factors on providing service quality.

CONCLUSION

The study identifies factors which affect patients’ satisfaction. This can help the Soltura

Optical Clinic to improve their products and services in order to improve its service quality and

strive among its competitors.

Generally, patients from the optical clinics of Batong Malake are satisfied. There are still

rooms for improvement. Especially for Soltura Optical Clinic, since its competitors are also

providing products and services that satisfies their customers. Most patients are from the youth to

young adults. Being able to entice the older age range to have their eyes checked would be

beneficial to both patients and clinic owners.

 The study shows the outcome of the patients’ satisfaction by using the 7P’s Marketing

Mix. It tackles each aspect customers deal with that has a great influence on their satisfaction. It

is seen that the 5th P ranked the highest which affected customer satisfaction, and the 2nd P the

lowest.

1. 4.50 product (3)

2. 3.67 price (7)

3. 4.45 place (4)

4. 4.45 promotion (5)

5. 4.68 people (1)

6. 4.63 process (2)

7. 4.74 physical evidence (6)

Overall Satisfaction level based on the 7P’s has a weighted mean of 4.44 that is verbally

equivalent to satisfied. This shows that optical clinics are generally able to meet the customers’

expectations and delight them, despite sometimes only exceeding the customers’ expectations.

The goal is to be able to amaze customers by providing excellent quality service.

From the results, it is clearly seen that service quality per aspect of the 7P’s Marketing

Mix is related and makes an impact on satisfaction. Each element under the 7P’s Marketing Mix

needs improvement. Improving and boosting Soltura’s service quality by using the 7P’s may

potentially improve and increase satisfaction, maintain and gain more patients in the long term.

RECOMMENDATIONS
 To improve the service quality of Soltura Clinic, the following are recommended by the

researchers to enhance the satisfaction level of patients.

Improving Products

Patients are looking for more options, it’s good to have more frames for your target

market. This is also the recommendation of some patients.

Improving Price

Along a variety of products there should also be a variety of price ranges. Not all patients

can afford a pricey eyewear, but not all patients would also want to purchase low-cost glasses.

Improving Place

One problem that was seen is that the location and structure may not be that convenient

for elderly people. For the Soltura Optical Clinic, although it is quite noticeable since its location

is by the National Highway, loading and unloading is prohibited, jeeps can not unload patients in

front of the clinic, parking is unavailable as well. To improve this, if possible to make certain

adjustments and make the entrance and area more spacious. If possible as well, it would be better

to create a small ramp for people with disabilities and have a parking area, even at least for one

vehicle.

Improving Promotion
 Promoting the business is important in order for potential customers to gain more

knowledge about the service and products that the business provides which forms their

expectations. A platform that the Soltura Clinic can use is social media in order to increase

awareness regarding the offers that are available and provided.

Improving People

The study shows that people have the highest influence on patients’ satisfaction. It is

recommended for the Soltura Clinic to not only focus on product and pricing, but also

relationships with their patients to be able to create customer retention.

Improving Process

To improve the process from entertaining the patients up until delivering the product

and/service to them, things should be done systematically that will show effectiveness and time

efficiency. Honesty in the timespan of processing is also important so that patients are aware of

when to receive their ordered eyewear.

Improving Physical Evidence

The pandemic has really affected the Optical Clinic industry. Even if patients are satisfied

with the clinic, the fear of going out or having the mindset that the eyes can wait, will affect

patients in the long term. To promote the Physical Evidence of Soltura Clinic despite the ongoing

pandemic, it is definitely recommended to follow safety protocols, maintain the cleanliness of

the clinic and an outlet to show that the clinic is safe for patients to consult it through online.

Soltura Clinic can let patients book appointments through online and promote safety protocols

through their online page.

Recommended Enhanced Marketing Plans

1. Boost more seasonal promos

It would be good to boost seasonal promos, for example, if it is Mother’s or Father’s day,

there can be a special promo. Or if it is Vision Month (AOA), there could be a promo for

every Friday of the Month, in order to entice patients to check out the products and

services.

2. Cause Marketing

Cause marketing, also known as cause-related marketing, links a company and its

products and services to a social cause or issue. (A. Gregory, 2010)

3. Social Media Marketing

Social media marketing provides companies with a way to engage with existing

customers and reach new ones while allowing them to promote their offers to reach their

desired objectives, target, mission, or goal. (A. Hayes, 2018)

4. Relationship Marketing

Relationship marketing focuses on customer retention and satisfaction in order to

enhance your relationships with existing customers to increase loyalty. (A. Gregory,

2010)