A study of prioritizing customer’s as a form of strategy in business establishment in the present

generation

Jenny Vit N. Tenebro, Guianne Marie B. Gungob, Merryl Joy U. Tiro, Isabella Camilla B. Badelles,
Jason Reyes

La Salle Academy

Iligan City,

Philippines Abstract

I. Background/ Objectives and Goals

Significance of loyal customers is that once they become loyal, there is a higher retention rate,

resulting in a greater share of the company in a specific category and promoting the company’s

respective product through strong word of mouth or buzz marketing. Prioritizing customers as a form

of strategy in business establishment is very essential in the present generation because customer’s

have become accessible to all social media means which means that they can either help or improve

one’s business by simply giving his/her comments. Customers are very essential in the business

world, according to the Business Development Bank of Canada, understanding their clients is the

most significant activity of the organization. Businesses may create goods and services that are

designed to help clients address their challenges more efficiently when you have an understanding of

who they are and what they need. You may not be able to sell them if you’re not making products

focused on consumer needs. Knowing who the customers are also allows organizations to create

highly personalized messaging that resonates with their customers. Companies, however, also have

several different types of clients, so it’s hard to know who to target directly with their ads. When

designing ads, the Business Development of Bank of Canada advises keeping the 80/20 rule in mind.

This means that 20% of your clients, or around that, will account for 80% of your revenue. As a

result, in your marketing, it is best to approach your most profitable customers to enable them to come

back time and time again. The importance of prioritizing the customers is very helpful in improving

one’s business, since it is the key to success when you meet the satisfactions of your customers.
 In this context Gronroos (1990) cited in his research that managers will have to appreciate the

importance of good service in most competitive situations and, moreover, to understand what new

challenges they will have to cope with in this situation. This was also supported by Frederick F.

Reichheld and W. Earl Sasser, (September–October 1990) Jr. in their research that they should make

sure the entire organization understands the importance of keeping customers and encourage

employees to pursue zero defections by trying incentives, planning, and budgeting to defection

targets. Most important, managers should use defections as a vehicle for continuously improving the

quality and value of the services they provide to customers. Also a study by Muchira (2005) contends

that the expanding business environment has led to increased choice for consumers, lower prices, and

lower margins, dramatically changing global infrastructures, market economies’ expanding that is

deregulation and privatization, telecommunications infrastructure, investment from analog to digital.

Lions (2010) argued that customer service is one of the surest ways of retaining customers. It means

that your customers feel that you understand them and their needs outstanding service is what

customers require and if this is offered then the customers feel worth of the relationship. A successful

business is defined by the relationship it has with its customers. Relationships with customers should

be caring and ongoing. This ensures the touch and personal relationship you established when the first

contact with the customer will be sustained (Jill and Lowenstein, 2007). According to Dorytol (2009)

and Heiman (2005), retention of customers through varying means and practices ensures repeated

transactions from the already existing customers. This is done when the company is able to meet the

expectation of the customer’s way beyond what the competition offers. Studies done from different

fields suggest the following strategies for customer retention. To retain customers entails improving

customer service quality and satisfaction (Berry and Parasuraman, 1991; Zeithaml and Bitner, 1996).

Statement of the Problem:

“Customer centered strategy” this study aims to know if the study is still applicable in today’s

generation.

Specifically the researchers seek to answer the following questions:

 1. Is this applicable in the business industry?

2. How effective is the theory as perceived by the respondents?

3. Does it benefit all types of business establishments?

Hypotheses

1. There is a significant relationship between customer satisfactions and customer loyalty.

2. There is no difference in respondents' level of perception of their theory of customer loyalty,

customer satisfaction, advertising, sales promotion, and public relations.

1.3 Theoretical Framework

There are theories that would help to support the researcher’s study which is the factor of putting the

customer’s first, always. The first theory that would support the research study is the study of Thomas

Watson Jr. according to Thomas the relationship between the man and the customer, their mutual

trust, the importance of reputation, the idea of putting customer first all these things, if carried out

with real conviction by the company, can make a great deal of difference in its destiny. Across

(1950s), American management gurus, especially Peter Drucker, suggested quite simply that the

purpose of a business is to create a satisfied customer. Ducker as academic father of marketing

concept with its central tenet of customer orientation stated that the basic assertion that the company

should put the customer first, always. As a good example, Ducker pointed to the General electric

company which had developed a new marketing approach, beginning in 1947 in some affiliated

companies. By 1950, these methods had been more or less completely adopted throughout the

company. In its 1952 annual

report, general had proclaimed the importance of putting customers first in the process of production

planning, attempting to build consumer appeal into the product from the design stage on.

There are two theories which support the researchers' study. The relationship between the man and the

customers. There is also the purpose of a business is to create satisfied customers. This where the

employees can gain more customers around their working place knowing that they can be able to cope

up more strategies to make their customers back and to have loyal customers. Managers should be the

one to conduct a strategy plan where all employees can suggest more plans because employees are

more aware of the needs of the customers because they are the ones who witnessed it. When they are

able to meet their expected plans they will see here that the plans they have made are effective

because of what the customers have shown.

1.4 Conceptual Framework

Thomas Watson Jr. The theory’s help to discuss about how prioriti zing customer can help improves bus
The relationship between
t h e m a n a n d t h e
customers. There is also
Peter Drucker the purpose of a business
is to create a satisfied
customers.
Figure 1. The systematic diagram of the study

The analysis has two theories, Based on the conceptual framework shown, which were used to explain

the effects of putting the customer first. The independent variable of the research is putting the

customers first in every company as a business strategy and the dependent variable can affect the

business in a way if the employees prioritize the customer as a strategy.

1.5 Scope and Limitations

The scope of the study refers to all who want to improve their business to know how the researcher

can know if the employees are putting their customer first and how it will affect the business if the

employees put the customer first as a strategy.

The researcher only focused on all the employees in every business that would help the researcher to

gather data by selecting 20 respondents to interview the employees that would help and support the

research about putting the customer first.

Significance of the study

The study prioritizing the customers as a form of strategy in the business establishment in the present

generation can be a benefit for business to have exceptional propaganda and to keep the business

growing allowing new and loyal customers and making them satisfied with our service. Businesses

need to constantly change and adapt to the customer’s ever-changing needs and wants, considering

that our society is changing on what are the trends so are their desires. In reference to that,

considering the customer’s feedback points out the things that need improvement making them feel

valued which could lead to good sales in the future. It's important to give businesses a new strategy

and room for improvement, in this case it affects the overall matter from the employees, staff, product

and service for the betterment of the customer and the business.

Review of Related Literature

Title:
Author: Briana
1. Is the Customer Always Right? Morgaine Year
Publish:2020
Findings: So, your customers will sometimes
be wrong. The reality, however, is that
it doesn’t really matter. The issue isn’t about
right and wrong; it’s about how they feel. So,
focus on that. Can you resolve the issue and
make sure the customer is ultimately happy,
while still sticking to your policies?
2. The Customer is Always Right: Listen
and Build Your Brand
3. Why “The Customer Is Always Right”
Is Wrong
4. Why It Is Essential to Put Customers
First (and How Organizations Do It!)
Author: Markerle Davis
Year Publish: May 29,
2017
Findings: There are many things about your
business which could probably work better.
Your customers can help you Cind this out,
but conventional forms of customer
feedback will not always highlight this.
People tend to be politer about a business
when they are talking to a representative.
The really good feedback is to be found
when you turn your back.
Author: Jennifer Bridges
Year Publish: FEB 11,
2019
Findings: "Customers are always right" said
by Harry Gordon Selfridge, John Wanamaker
and Marshall Field. But this advocate also
needs to be understood deeper because
customers may be abusive with this quote.
But sometimes customers are quite
unpredictable because some of them even if
they are wrong will make their situations
right because they believed that they are
always right. In handling these kind of
situations the employee must have a longer
patience so that they will able to handle
their customer with no anger at all. When
they able to handle their customer's
complaints they will surely avoid such
circumstances that would lead to serious
Cights inside the business. Make them feel
right about what they value. So, don’t try to
tell them they’re wrong about these, turn it
around and make them feel right about it.
Author: Kinley McFadden
Year publish : March 19,
2013
Findings: Excellent customer service is the
crux of any business and entrepreneurs
must take all initiatives to make customers
happy by catering to their needs. But
adopting the principle of 'The customer is
always right,' eventually hurts the business
by demotivating employees, giving power to
offensive customers, and also by creating
bad experiences for the other customers.
The key is to build the skills of the
employees in making accurate decisions.
Support them to do their best while dealing
with customers without allowing the
impolite ones dictate rules.
 5.Title: A Global View Of 'The Customer
Is Always Right'
Author: Blaker Morgan
Year publish : Sep 24,
2018
Findings: This attitude was new and
inCluential for its time. Imagine a world
where the customer actually had some
power? Thanks to social media, today we
live in world where the customer may not
always be right in your view, but they are
armed with social media and can use it as a
weapon against you

Summary: Customer’s Rights

Putting the customer first means a lot to the business. It made their business grow and improve. They

must cater all the needs and wants of their customers so that they are able to make them happy and

satisfied (Kinley McFadden, 1998). Running a business is challenging, especially being able to meet

customers that would test your patience. As an employer and manager they should be the one to

handle this type of customer because it is their job to fix any circumstances. Customers will definitely

fight for themselves even though they are wrong because they believe that “the customers are always

right.” That’s the mindset of some customers, they will eventually make a way in order for them to

feel right in every situation because of that saying. Many years have passed and there are many

incidents that every business has encountered. They are able to cope up with these issues because it

might ruin the company name if they don’t respond to it immediately. They try to make them

understand and explain to them so that this would clear the mind of every customer. Customers tend

to make a scene in every situation they got in because they think they are right.

Issues like this must be discussed thoroughly because it is affecting the business. They must know

how to respond to such incidents that may cause the destruction of the name of the company and

establishment. They should be able to understand them and respond to them in which the customers

may receive reasons that would satisfy them. In the business world, customers are essential to every

business, that’s why you need to take care of them and handle them so that any circumstances would

be solved.
6.Title: Customer Service Advantages Author: Mashum Mollah
and Disadvantages for Your Business Year publish: April 4,
Growth 2019

Findings: Each company and every product

has some advantages and a few drawbacks,
customer service is no exception. A little
mistake from one of your service providers,
such as the customer service agent or the
customer care department can complicate
the name of your company. Not all
consumers are equal, so there is a measured
amount of risk that your business must face
when it comes to delivering aftercare
services to your clients.

7. Title: What It Really Takes to put Author: Carlos Dominguez

the Customer birst? Year publish: March 19,
2013

Findings: Such an organization aims to

create healthy relationships with its client
by recognizing their interest and giving
their customers the best possible
experience. For customer retention and
customer loyalty therefore, putting the
customer Cirst is important.
Customers are essential for the company
but sometimes there is some circumstances
that they are the one ruining it because of
the rights as a customer.
8. Title: MAKE SURE YOU PUT Author: Nick Stamoulis
YOUR CUSTOMERS FIRST Year publish: September 6, 2017

Findings: In order to be successful, an

organization needs to continuously change
and adapt to their customer’s ever-changing
needs and wants. If they fail to do so, they
will lose out to their competitors who are
better at it, simple as that. The journey to
customer-Cirst isn’t easy, but at a time when
customers are more connected and
empowered than ever, it’s crucial. By
starting with these actions and building on
them over time, you can re-align your
company around the customer, and in doing
so, position it for sustainable success. Keep
employees updated on how their roles,
teams, and day-to-day will be affected, and
Cill them in on the company’s overall
progress. Most importantly, make sure
c o m m u n i c a t i o n m ove s a c r o s s the
boundaries of traditional business functions
and silos customer-Cirst is a company wide
effort. Therefore, putting the customer Cirst
is essential for customer-retention and
customer-loyalty.

9. Title: How to Move to a Author: Swetha Amaresan

Powerful Customer First Strategy Year publish: May 14,
2019

Findings: These customer-centric mantras

are meaningless if you don't have a plan in
place to execute them. Yes, your customers
are important, but prioritizing their needs
becomes a side note to product quality and
increased sales. And, most employees won't
rally behind a "customer Cirst" business
strategy because customer Cirst sometimes
means "employees second." They create
effective customer Cirst strategies that
beneCit both their employees and their
customers.

10. Title: Who First Said "The Customer Author: Jeff Toister
Is Always Right?" Year publish : March 6, 2018

Findings: The customer is always right" has

a longstanding tradition in customer
service. Customer are absolutely wrong at
times. To me, the real meaning of "The
customer is always right" is our goal in
service is to help the customer be right, even
when they are technically wrong
Summary: Customer’s Satisfaction

Putting the customer first, in simple terms, means that a business puts the needs and requirements of a

customer ahead of anything and everything else. Such a business strives to build healthy relationships

with their consumers by identifying their needs and providing the best-possible experience to its

customers. Organizations aim to create healthy relationships with its clients by recognizing their

interest and giving their customers the best possible experience (Carlos Dominguez, 2013).

Customers are essential for the company but sometimes there are some circumstances that they are the

one ruining it because of the rights as a customer. A little mistake from one of your service providers,

such as the customer service agent or the customer care department can complicate the name of your

company. Not all consumers are equal, so there is a measured amount of risk that your business must

face when it comes to delivering aftercare services to your clients (Mashum Mollah, 2019).

Customers are important, but prioritizing their needs becomes a side note to product quality and

increased sales. Most employees won't rally behind a customer first business strategy because

customer first sometimes means employees second (Swetha Amaresan, 2019). In order to be

successful, an organization needs to continuously change and adapt to their customer’s ever-changing

needs and wants. If they fail to do so, they will lose out to their competitors who are better at it,

simple as that. Keep employees updated on how their roles, teams, and day-to-day will be affected,

and fill them in on the company’s overall progress. Most importantly, make sure communication

moves across the boundaries of traditional business functions and silos customer-first is a company

wide effort. Therefore, putting the customer first is essential for customer-retention and customer-

loyalty (Nick Stamoulis, 2017).

11.Title : THE CUSTOMER IS Author : Alan
ALWAYS RIGHT Hester Year publish
: 2018

Findings: The customer may not always be

right, but we need to avoid the temptation to
make them wrong. The moment we make the
distinction between the customer always
being right, and the customer having rights,
we can set about providing great service
while protecting our own interests and theirs
as best we can.

12. Title: Putting The Customer First Author: Jose Gomes

Is Good For Business Year published: Mar 5, 2018

Findings: customer-Cirst as a discipline

continues to be misunderstood and
underestimated, but it's a legitimate and
highly effective business strategy. Enabled by
the evolution of customer data and customer
data science, businesses can leverage their
execution as a strategic and competitive
advantage. By evaluating customer metrics
al ongsid e product key perform ance
indicators, it is possible to make decisions
that maximize total proCit. The emergence of
affordable means to collect multidimensional
customer data along with access to customer
data science demands that businesses both
understand customer needs and quantify the
ROI of fulCilling those needs. Fail to
understand and deliver what your customers
value, and prepare for them to Cind a retailer
who can. This is the new normal across all
industries.
13. Title: This is how we put the
customer birst
Author: Abdul
Hagi Year
Published:
Findings: Account managers, customer
success managers, and anyone who is tasked
with preventing churn and Cinding expansion
opportunities must ensure that their primary
focus is to do what is right for the customer.
Be friendly, and be helpful, connecting with
customers is the key takeaway. Knowing your
product, if you don’t have a solid grasp of your
own product, your customer won’t trust the
things you’re saying. If they don’t trust you,
they won’t take your recommendations, or,
even worse, they’ll leave. When you know
what your product can do, you can be the
authority on how each one of your customers
can best utilize its functionality. The point of
contacting a customer isn’t to meet some
quota, but to offer value to them. It’s so
refreshing to call a customer in response to an
email and hear how thankful they are that
they’re getting attention. Protect your
customers from murderous machines and let
them hear your voice. And always make sure
you use your data to inform your decision-
making.
14.Title: The Disadvantages of a
Customer- Focused Company
15. Title: The Importance of Putting
Your Customers First
Author: Laura
Dunnett Year
published:
Findings: Customer is the undeniable key to a
successful business, there are signiCicant
disadvantages from Cinancial to innovation
related to customer centricity. The desire to
please and retain customers, businesses
develop customer-focused policies. When
devising customer-focused policies and
processes, understand the bottom-line cost
and long-term viability Cirst. The customer is
always right, but not every customer is right
for your business, according to CEO and
entrepreneur Anthony K. Tjan in his “Harvard
Business Review” blog post, It’s Time to Fire
Some of Your Customers. Many businesses
spread services and resources evenly across
their customer base. This enables the least
desirable customer to use a disproportional
amount of the sales, marketing and customer
service resources. If a business is customer
focused, it will Cind out what the customer
really wants and become successful. it’s
important to listen to the customer, it’s also
important for a business to know when to be
less customer focused. Loving the Customer
Doesn’t Mean They’ll Love you Back, Instead
of investing in costly services and resources
that aim to surpass customer expectations,
the authors suggest that what customers
really want are satisfactory solutions when a
service issue arises.
Author: SHAWN PORAT
Year published: October 08, 2016
Findings: One simple way that small to mid-
sized businesses might make themselves
more appealing to consumers is to provide
more personal support and customer service.
Yet not all of them do this.
To do this, it may help to Cirst be aware of
what your customers are thinking. Some will
go out of their way to tell you, but most often
you must request this information. That's why
it may be helpful to ask questions and conduct
surveys on your website and social media
pages.
Summary: Customer’s Value

The moment we make the distinction between the customer always being right, and the customer

having rights, we can set about providing great service while protecting our own interests and theirs

as best we can (Alan Hester, 2018). The emergence of affordable means to collect multidimensional

customer data along with access to customer data science demands that businesses both understand

customer needs and quantify the ROI of fulfilling those needs (Jose Gomes, 2018). Account

managers, customer success managers, and anyone who is tasked with preventing churn and finding

expansion opportunities must ensure that their primary focus is to do what is right for the customer.

Knowing your product, if you don’t have a solid grasp of your own product, your customer won’t

trust the things you’re saying (Abdul Hagi, n.d). Customer is the undeniable key to a successful

business, there are also significant disadvantages from financial to innovation related to customer

centricity. Loving the Customer Doesn’t Mean They’ll Love You Back, Instead of investing in costly

services and resources that aim to surpass customer expectations, customers really want satisfactory

solutions when a service issue arises (Laura Dunnet, n.d).

16. Title: What a Customer First
Strategy Means Today
17. Title: Improving Your
Customer Experience: It’s the
Future of Good Business
18. Title: How to effectively respond
to customer complaints
Author: Denyse Drummond-Dunn
Year published: May 2, 2017
Findings: This was recently conCirmed in The
Vermeer Millward Brown Insights 2020
research. It clearly showed the advantages of
a senior market research position at board
level. But to get there, most researchers need
new skills. The critical capabilities which
were said to highlight the biggest differences
between leaders and laggards were in
business acumen, creative solution thinking,
storytelling and direction setting.
Author: Kevin Lynch
Year published: Nov 1.2019
Findings:
You want your customer to remain loyal and
to do so you need to invest in providing the
best possible experience. The beneCits of
successful customer service increase, loyalty,
which is a different way of saying: customer
remember the experience longer that they
remember the price. They enjoy it when
they’re treated fairly and want to know that
they’re understood. Place the needs of your
customers at the forefront of your business
and greater sales will occur.
Author: Amy Saunders & Jennifer
Leslie Year published: March 3.2018
Findings: Complaints from consumers can be
frustrating, inconvenient, time- consuming
and simply irritating. Yet you should be
thankful for them, about 96% of unhappy
customers, complaints took the time and
energy to tell you how to better your
business. Always thank customers for their
feedback, even negative: you wouldn’t really
know how to deliver the good service that
keeps them coming back without it.
 19. Title: Advantages and Author: Susan E. DeFranzo
Disadvantages of Customer Satisfaction Year published: May 24,
Surveys 2012

Findings: Customer satisfaction surveys are

extremely beneCicial to your business. Gather
current customer feedback on various aspects
of your company. You can stay on top of
customer trends through regularly scheduled
online surveys or email surveys, and receive
instant customer feedback. Your customers
are bombarded with online surveys. Surveys
may be simple to complete, however, some
people simply don’t like to complete them.
Sending surveys too often can irritate
customers and lead to customer burnout.
20. Title: Title : the Customer Is Author : Kara Masterson
Always Right Year Publish : June 10,
2019

Findings. : The “customer is always right”

standard is that they know how important
their customers are. The customer is always
right because as a business you want your
customers to return as well as feel welcomed
and appreciated. Many businesses lose sight
of this fact when they become wealthy, not
realizing that they can still lose everything
without the love and loyalty of their
customers.

Summary: Customer’s Importance

The “customer is always right” standard is that they know how important their customers are. The
customer is always right because as a business you want your customers to return as well as feel
welcomed and appreciated. Many businesses lose sight of this fact when they become wealthy, not
realizing that they can still lose everything without the love and loyalty of their customers (Kara
Masterson, 2019).

Even if your customer or prospect is wrong, what benefit is it to you to make them feel wrong? How
is it going to help your business by proving that you’re right? Having a business was all about the
customer. You never know when that client will be back, or if they will be giving you a generous tip.
Whatever the customer decides is always right.
Definition of terms

Establishment- A place of business with furnishings and staff.

Generation- A group of individuals born and living contemporaneously.

Propaganda- The spreading of ideas, information for the purpose of helping or injuring an institution.

Desire- To express a wish for request.

Satisfied- Pleased or content with what has been received.

Trends- A general movement of style or preference.

 II. Methods

Research Design

The researchers made use of a qualitative type of research since the data obtained by the researchers

are from interviews that are open-ended questions that allows the participants to provide responses in

their own words. The qualitative type of research is very essential to the research study in which it can

gather more data to gain more evidence.

Subject of the study

The Participants for the current study’s exploratory phase, the respondents were taken from the

workers of the Gaisano Mall Iligan city. With the population of the workers of Gaisano consisted of

150 workers.The respondents were categorized into (2)two which are female and male. Applying the

stratified random sampling, the researchers got 20% of the population for each workplace and they

picked every sixth person consequently listed in the list.

Research Instrument

The instrument used was an interview. The researcher is required to talk directly with the respondent

through online software like Zoom, Google Meet, Messenger and etc. The researcher gathers
information on mutual interest about customers is always right. The researcher orally asks the

respondent a short question and then proceeds to record the oral answer of the respondent. This way

can help researchers have better understanding, and explore research subjects' opinions, behavior,

experiences, phenomenon, etc. By doing an interview the researcher can gather data a bit faster and a

bit accurate results. After responding on the questions, the researcher then encodes the respondents

answer and then compiles the answers on interview. In the preparation of the interview, the researcher

has to come up with some short questions that are related to the topic. The instrument is authorized to

obtain valid answers from the respondent. By using interviews, the researcher does not have to spend

a lot of money or nearly has none to spend, it can also avoid biases on both side, less pressure for

immediate response and returning of responses. In the end, it encouraged open and private responses

to sensitive issues at hand. In addition the instrument was validated by few consultants and teachers

before it was given to the specific people.

Data gathering procedure

The researcher made a letter for the approval from Ma‘am Irene Jessa Dumaplin to have an interview

with the chosen people online. After the validation of the interview, the researcher then has a

discussion with the chosen people when and what time to have the interview so that there will be no

other distractions and the plan can go smoothly. After the discussion of the researchers and the

respondents, the researcher then proceeds to have interview with the first person on the list, the

researcher then explained purpose of the study and starts giving questions to the selected respondents

and then they made sure each participant answers the questions accordingly related to the subject or

questions and also the interview’s criteria. The researcher then asks approval to the selected

respondents to record their interview, if the respondent does not like to be recorded then the

researcher has to record only the answers of the respondent not the whole interview. After the

interview of all the selected respondents, the researcher then gathers the answers and encodes the

answers and lastly compiles the answers neatly and arranged from the first respondent to the last

respondent.
Statistical tools

Bar chart

Pie chart
Interview Questions

Interviewing was the technique used. The researcher is expected to speak to the respondent

directly via online applications such as Zoom, Google Meet, Messenger, etc. It is used right for the

researcher to collect data on shared consumer interest. Below is the listed questions for the

interviewee:

How can you define a customer centered strategy in your business?

Name:

Work position:

1. How important is customer centered strategy?

2. Is customer centered strategy necessary in the business?

3. Are there any changes in the business when you prioritize your customers than the company?

4. Is prioritizing customers applicable in all business establishments as a strategy?

5. Are there advantages and disadvantages of prioritizing customers in the business industry?

6. How will it benefit the business if it applies the customer centered strategy?
7. What strategies do you suggest businesses do to be customer centered?

8. How effective is customer centered strategy in achieving customer loyalty?

III. Results and discussions

This chapter represents an analysis and interpretation of the obtained in the study and

discusses an in-depth exploration of the research problem. Its findings were based on the data

gathered through the transcript of interview from the respondents. Those data were then analyzed to

be presented, discussed and interpreted and emerged as the themes that serves as an answer to the

research problem. To know their responses, we made 8 questions for each respondent. A total of 30

respondents were interviewed as shown in the table majority of the respondents have the same answer

for the most of all the questions given.

The participants of the research study were mostly business owners, staff, workers, and

managers. The researchers collected the data through an interview qualitative survey. The researchers

use an online platform to collect data such as messenger and zoom. The data were analyzed by

comparing each respondent’s answers to the researcher’s survey.

III. 1. Implications of customer centered strategy in the business establishment

III.1.1 Definition of customer centered strategy stated by the respondents

Your full attention is to the needs and desires of customer satisfaction, more on customer

service and focus in the customer. A customer centered strategy of doing business is focused on

providing a positive customer experience before and after the sale in order to drive repeat business,

enhance customer loyalty and improve business growth. Respondents like Baula uttered that; “Kana

siya na strategy is more on customer focus, customer service na imong full attention didto ra gyud

(customer) or anything na maka mahimo sa usa ka customer na happy siya.”

According to another respondents, Tejano, a Trade-Industry Development Specialist Department of

Trade and Industry, he uttered that; “A customer-centered strategy in a business is when the

operations, services and products of a business is anchored on the wants, needs and demands of the

customer. It recognizes the significance of the satisfaction of a customer to the success of the

business.” He stated that its definition is companies who place the customer at the center of their

company are seeing a rise in customer lifetime value and a decline in retention value.

Table 1. Definition of customer centered strategy define by the respondents

Theme Sample responses

Your full attention is to the needs and desires of
customer satisfaction, more on customer service
and focus in the customer
 “Kana siya na strategy is more on
customer focus, customer service na
imong full attention didto ra gyud
(customer) or anything na maka mahimo
sa usa ka customer na happy siya.”
(Baula)
 “A customer-centered strategy in a
business is when the operations, services
and products of a business is anchored
on the wants, needs and demands of the
customer. It recognizes the significance
of the satisfaction of a customer to the
success of the business.” (Calunsag)

III.1.2 Importance of the customer centered strategy

Prioritizing your customer will give a good impact to your business establishment. Evidently,

putting your customer first and at the core of one’s business will help to increase the loyalty and trust

of your customer. Respondents uttered that good customer centered strategy can help grow your

business and even gain more customer with these type of strategy. According to Calunsag, A

Sustainability Field Officer Newtech Pulp, Inc. he was fascinated about how customer centered

strategy gives a positive effect to the business establishment. He uttered; “Customer centered strategy

can increase customer satisfaction and help build trust and loyalty from the customer.” He clearly

stated that the importance of a customer centered strategy in the business establishment can increase
customer satisfaction which means that it meets the expectation of the customers also it helps build

trust and loyalty from the customer. According to another respondent, Baula, Manager of Shelves and

Hanger. He agrees that the importance of customer centered strategy will bring a good impact to the

business establishment. He uttered; “Important siya because dira ta makakuha og sales kay sa

customer bisan pa og at that moment mo enter siya sa store naa gyud siyay intention na mo tan aw or

mapalit sa inyong items what is naa diri sa sulod, so if ever wala siyay makita at that moment, naa

juy possibility na mo balik siya if you treated him or her well.

Table 2. Importance of the customer centered strategy in the business establishment

Theme Sample responses

Importance of the customer centered strategy  “Customer centered strategy can

increase customer satisfaction and
help build trust and loyalty from the
customer.”(Calunsag)

 “Important siya because dira ta

makakuha og sales kay sa customer
bisan pa og at that moment mo enter siya
sa store naa gyud siyay intention na mo
tan aw or mapalit sa inyong items
what is naa diri sa sulod, so if ever wala
siyay makita at that moment, naa juy
possibility na mo balik siya if you treated
him or her well. (Baula)

III.1.3 Changes in the business when you prioritize your customers than the company

There is a change in which you create trust among your customers and it is a part of building

your company in general. This will provide a positive relationship with them if customers are

prioritized which will potentially generate more sales. A good customer relationship will also attract

more clients, as they prefer to make decisions if they have good customer service. Respondents

uttered that there is a changes in the business when you prioritize your customer than the company it

will help achieve the goals of the business and eventually you will meet the customer’s loyalty and

trust. According to Calunsag, he uttered; “Customers are the blood and lifeline of a business and
being customer centered is important. With the advent of the internet, it transformed the game in

providing feedbacks on how businesses treat customers. With review sites, social media, screenshots,

live streaming, and vlogging, a business can’t hide from a bad customer experience. This change in

itself is not a reason that businesses just need to be better, but its driving businesses to improve

nonetheless.”

According to another respondents, Baula, he uttered; “Of course, because naa gyud na siyay changes

kay kung didto ka sa customer mo focus sa imong dealings, though naa gyud sacrifices himoon ang

company para sa customer. Dili man pwede mag sacrifice ang customer para sa company. Ang

company dapat naa siyay himoon nga strategy or plan para ma satisfy ang customer. Customer

comes first.” He clearly stated that the company should have a strategy or a plan to make the

customer satisfy with their services and also it is important that customer always comes first.

Table 3. Changes in the business when your prioritize your customers than the company

Theme Sample responses

There is a change in which you create trust
among your customers and it is a part of
building your company in general.
 “Customers are the blood and lifeline of
a business and being customer centered
is important. With the advent of the
internet, it transformed the game in
providing feedbacks on how businesses
treat customers. With review sites, social
media, screenshots, live streaming, and
vlogging, a business can’t hide from a
bad customer experience. This change in
itself is not a reason that businesses just
need to be better, but its driving
businesses to improve nonetheless.”
(Calunsag)
 “Of course, because naa gyud na siyay
changes kay kung didto ka sa customer
mo focus sa imong dealings, though naa
gyud sacrifices himoon ang company
para sa customer. Dili man pwede mag
sacrifice ang customer para sa
company. Ang company dapat naa siyay
himoon nga strategy or plan para ma
satisfy ang customer. Customer comes
first.”(Baula)

III.1.4 prioritizing customers as a strategy applicable in all business establishment

Customers are a priority and must be an important part of the plans of the business. The first

thing you plan to target as you develop business is your chosen customers, who will ensure that your

company will not fail to know your target market. Prioritizing customer can have an ability to enhance

services and goods and the platforms by which they are marketed on the basis of feedback from

customers. Respondents uttered that it is applicable in all business establishment to prioritize your

customer is it where the company will know how to where and what to improve to satisfy the

customer needs and wants. According to Calansag he uttered; “Since customers are the blood and

lifeline of a business, it must prioritize the customer’s experience at every stage of their buying

journey—before, during, and after the purchase. When you run a customer-centric business, the

customer is at the heart of every decision you make, their needs are most important, and building

relationships with them becomes central.”

According to another respondent Baula he uttered; “Sa uban na mga tindahan (store) dili na nila

makuha na culture, pero mostly mao jud na supposedly and culture sa isa ka business, dapat

customer oriented.” he stated that not all business are able to apply prioritizing the customer but this

should be observed in all types of businesses especially this would serves as a plan on how you can

improve your business through prioritizing your customer.

Table 4. 4 prioritizing customers as a strategy applicable in all business establishment

Theme Sample responses

Customers are a priority and must
important part of the plans of the business
be an  “Since customers are the blood and
lifeline of a business, it must prioritize
the customer’s experience at every stage
of their buying journey—before, during,
and after the purchase. When you run a
customer-centric business, the customer
is at the heart of every decision you
make, their needs are most important,
and building relationships with them
becomes central.” (Calunsag)
 “Sa uban na mga tindahan (store) dili na
nila makuha na culture, pero mostly mao
jud na supposedly and culture sa isa ka
business, dapat customer oriented.”
(Baula)
III.1.5 Advantages and disadvantages of prioritizing customers in the business industry

Advantages in prioritizing customers in the business establishment. It is crucial for any company

to provide outstanding customer service, so if you make it a priority, your business will stand out from

the others in your sector and attract even more customers. This will contribute to the bottom line and

boost the environment of your company. According to the respondent, Calunsag, he uttered; “The

more a consumer feels appreciated, the more their loyalty increases. A business must fully understand

the needs of their customers. In the case of Starbucks, for example, Starbucks understands that a

great brand experience is all about understanding customer needs, attitudes, and behaviors, and then

continuously finding innovative ways to meet and exceed those needs. Each store layout is designed

with a strong local aesthetic to create connectedness with their local consumers.

According to another respondents, Baula he uttered; “one of the advantages kay mag balik-balik jud

ang imoang customers, ‘you come in as a customer, you leave as a friend’. Mo sulod mo diri bisag

wala moy gi palit ganahan mo mobalik kay maka ingon mog ‘maayo to sila didto’ dili lang kay ignon

mog ‘naa ra dira pangita-a lang (referring to the customer will look for the item without the help of

the employees). Dapat e guide nimo, pangutan-on nimo unsa ilang needs and wants.” Don't make the

mistake of ignoring consumer needs or believing that your company will not be negatively affected by

an unsatisfied customer, because customers are inclined to share with others in today's world, not just

those they already know.

Disadvantages in prioritizing customers in the business establishment. The customer is always

right, but not every customer is right for your company, many companies equally distribute services

and resources around their client base. This allows the least desirable customer to use a massive

amount of money for revenue, marketing and customer care. Companies need to direct their focus and

energy on the customers who matter the most, those with the greatest repeat potential or those making

higher average transactions, and the rest must be weeded out. According to the respondent, Calunsag,

he uttered; “While the customer is the undeniable key to a successful business, there are significant

disadvantages to customer centricity. In the desire to please and retain customers, businesses develop

customer-focused policies. For example, retail return policies that allow the customer to bring back
any item, at any time after purchase, can be costly to the business. When developing customer-

focused policies and processes, understand first the bottom-line cost and long-term viability.”

According to another respondent, Baula, he stated that; “pag dili nimo i prioritize imong customer do

you think kana na customer mo balik pa na siya? Though wala siyay gi palit ana na moment ana na

time na naa siyas sa tindahan nimo kung dili nimo siya e prioritize, dili nimo siya serbisyohan og

maayo, imo lang siya og snobban, imo siyang e belittle. Ang mahitabo, ikaw na customer maka ingon

kag “naka minus manis akoa” (underestimate) mao ng us aka disadvantage kung dili ka customer

oriented nga person or dili nimo e prioritize ilang needs” which means that when you do not

prioritize your customer you will eventually lose them, if you don’t give the service they want you

actually decrease your sales in the business also if you belittle or underestimate the customer you will

receive a negative feedback that could cause a downfall of your business. There are horrible

customers, but without feeling like you have given in to their every need, you can still handle those

person with respect and benefit from the doubt. Yet you have a lot more to lose than the customer if

you lash out or act badly. That person can send you a bad review, and we all know how easily those

reviews can spread and tarnish the image of your company.

Table 5. Disadvantages and advantages in prioritizing customer in the business establishment

Theme Sample responses

Advantages in prioritizing your customer
Disadvantages in prioritizing your customer
 “The more a consumer feels
appreciated, the more their loyalty
increases. A business must fully
understand the needs of their customers.
In the case of Starbucks, for example,
Starbucks understands that a great
brand experience is all about
understanding c us t ome r needs,
at t i t u de s , and behaviors, and then
continuously finding innovative ways to
meet and exceed those needs. Each
store layout is designed with a strong
local aesthetic to create connectedness
with their local consumers.” (Calunsag)
 “one of the advantages kay mag balik-
balik jud ang imoang customers, ‘you
come in as a customer, you leave as a
friend’. Mo sulod mo diri bisag wala
moy gi palit ganahan mo mobalik kay
maka ingon mog ‘maayo to sila
didto’ dili lang kay ignon mog ‘naa ra
dira pangita-a lang (referring to the
customer will look for the item without
the help of the employees). Dapat e
guide nimo, pangutan-on nimo unsa
ilang needs and wants.” (Baula)
 “While the customer is the undeniable
key to a successful business, there are
significant disadvantages to customer
centricity. In the desire to please and
retain customers, businesses develop
customer-focused policies. For example,
retail return policies that allow the
customer to bring back any item, at any
time after purchase, can be costly to the
business. When developing customer-
focused policies and processes,
understand first the bottom-line cost and
long-term viability.” (Calunsag)
 “Pag dili nimo i prioritize imong
customer do you think kana na customer
mo balik pa na siya? Though wala siyay
gi palit ana na moment ana na time na
naa siyas sa tindahan nimo kung dili
nimo siya e prioritize, dili nimo siya
serbisyohan og maayo, imo lang siya og
snobban, imo siyang e belittle. Ang
mahitabo, ikaw na customer maka ingon
kag “ naka minus manis
akoa” ( underestimate) mao ng us
aka disadvantage kung dili ka customer
oriented nga person or dili nimo e
prioritize ilang needs” (Baula)
III.1.6 applying customer centered strategy benefits the business

In all your acts and decisions, concentrating on the customer means that your company will

take advantage and experience a head start over the competitors. They are more likely to hang

around and stay loyal to your company, as customers appreciate your attention to their needs. This

increases the retention rate of your customer and reduces turnover. Therefore, remaining customer-

centered increases the total lifetime value of your customer, and reduces the expense of attracting

your customer. Respondents uttered that this will build a long-term relation if you apply this strategy

this will benefit the company and increases it sales and good feedback coming from them. According

to the respondent, Calunsag, he uttered; “Focusing on the customer in all your actions and decisions

means that your business will reap the rewards and enjoy a huge advantage over your competition.

As customers appreciate your attention to their needs, they are more likely to stick around and

remain loyal to your business. These satisfied customers are more likely to leave positive reviews of

your business’ products or services, therefore increasing the reputation of your business. And most

importantly, they’re more likely to refer your business to their friends.”

According to another respondent, Baula, he said that; “Kung mag customer centered ka, imong

business is dako kayng chance mo boom, mo profit gyud. Why? Because mag balik-balik man imong

customer, ganahan sila mo balik kay tungod sa service.” This explains that when you prioritize your

customer or apply the strategy you will have the chance to gain profit because your customers will

eventually return to you because they like the service being offered to them by your business.

Table 6. Applying customer centered strategy benefits the business

Theme Sample responses

 In all your acts and decisions, concentrating on
the customer means that your company will take
advantage and experience a head start over the
competitors.
 “Kung mag customer centered ka, imong
 “Focusing on the customer in all your
actions and decisions means that your
business will reap the rewards and enjoy
a huge advantage over your
competition. As customers appreciate
your attention to their needs, they are
more likely to stick around and remain
loyal to your business. These satisfied
customers are more likely to leave
positive reviews of your business’
products or services, therefore
increasing the reputation of your
business. And most importantly, they’re
more likely to refer your business to
their friends.” (Calunsag)
business is dako kayng chance mo boom,
mo profit gyud. Why? Because mag
balik-balik man imong customer,
ganahan sila mo balik kay tungod sa
service.” (Baula)

III.1.7 strategies businesses needs to do to be customer centered

Note that at any point of the buyer's journey, customer-centered businesses concentrate on

demonstrating how valuable customers are. Such companies know that customer loyalty is much

more important than the acquisition of customers. A key component of being customer-centered is

excellent customer service, but true customer-centered requires far more than that. In any decision

they make and action they take, customer-centered businesses hold customers at the center. According

to the respondent, Calunsag, he uttered that; “Focusing on the customer in all your actions and

decisions means that your business will reap the rewards and enjoy a huge advantage over your

competition. As customers appreciate your attention to their needs, they are more likely to stick

around and remain loyal to your business. These satisfied customers are more likely to leave positive

reviews of your business’ products or services, therefore increasing the reputation of your business.

And most importantly, they’re more likely to refer your business to their friends.”

According to the respondent, Baula, stated that; “gives service, focus to the customer needs and

wants.” This explains that when you have strategies inside your business you will improve your

environment. It's more likely that your satisfied customers will remain loyal to your business and tell

others about you.

Table 7. Strategies businesses needs to do to be customer centered

Theme Sample responses

Note that at any point of the buyer's journey,
customer-centered businesses concentrate on
demonstrating how valuable customers are.
 “Focusing on the customer in all your
actions and decisions means that your
business will reap the rewards and enjoy
a huge advantage over your
competition. As customers appreciate
your attention to their needs, they are
more likely to stick around and remain
loyal to your business. These satisfied
customers are more likely to leave
positive reviews of your business’
products or services, therefore
increasing the reputation of your
business. And most importantly, they’re
more likely to refer your business to
their friends.” (Calunsag)
 “Gives service, focus to the customer
needs and wants.” (Baula)

III.1.8 effectiveness of customer centered strategy in achieving customer loyalty

Customer-centered sales can also go to the customer support, marketing, and account

management departments outside the sales department. It is both difficult and long to progress

towards becoming a fully customer-centered company, but this should not put off as even the smallest

improvements in policies and procedures can have a huge benefit for both employees and the

customer. By using a customer-centered strategy, transforming the sales company not only increases

the experience your customers have with you, but also results in increased revenue, making it a win-

win. According to the respondent, Calunsag, he uttered that; “if effectively implemented, customer

centered strategy helps you build trust and high rates of customer retention, loyalty and most of all,

revenue optimization. It can potentially increase the probability of positive word of mouth, but at the

same time reduces all friction between customers and your employees.”

According to the respondent, Baula, he stated that; “very effective, you will gain more customer if

your prioritize them and it will lead in achieving the customer loyalty.”
Table 8. Effectiveness of customer centered strategy in achieving customer loyalty

Theme Sample responses

Customer-centered sales can also go to the  “If effectively implemented, customer

customer support, marketing, and account
management departments outside the sales
department.
 “Very effective, you will gain more
centered strategy helps you build trust
and high rates of customer retention,
loyalty and most of all, revenue
optimization. It can potentially increase
the probability of positive word of
mouth, but at the same time reduces all
friction between customers and your
employees.” (Calunsag)
customer if your prioritize them and it
will lead in achieving the customer
loyalty.” (Baula)

Discussion

In the current generation, prioritizing customers as a type of business establishment strategy is very

relevant as customers have become open to all social networking sites, which means that they can

either help develop one's company by simply giving their feedbacks. This ensures the communication

and personal relationship that you create when the first interaction with the customer is maintained.

Understanding your clients is the company's most valuable task. Businesses will develop products and

services that are tailored to help consumers more easily solve their problems when they understand

who they are and what they need. As an outcome, it is best to target the most successful clients in

your
marketing to encourage them to come back time and time again. In improving one's business, the

significance of prioritizing clients is very helpful, as it is the unique advantage when you fulfill your

client's satisfaction.

Employee and owner should ensure that the whole company recognizes the value of retaining clients

and promotes workers by achieving benefits, organizing, and budgeting for resignation objectives to

pursue zero fraud. Most significantly, employers should use fraud to consistently increase the quality

and value of the services they deliver to clients as a method.

The main purpose of this study was to examine the effectiveness of prioritizing customers as a form of

strategy in business establishments in the present generation. Currently, research suggests that

applying a customer-centered strategy in the business establishment would benefit the business.

Our results revealed, putting the client first and at the center of the company is the most beneficial

strategy in building business which can provide a positive experience and create long-term

relationships with the target customers. It also helps the business staff to customize the goods and

services to meet those requirements and remove sources of dissatisfaction from the target customers.

Applying the strategy, the number of customer’s increases so as the profit of the business. As we all

know when building a business, the first thing in the plan is to target chosen customers which by that

we can guarantee that our business will not fail which we know our target market. The advantage is

that it will help the business grow and the disadvantage is some of the customers abuse their stand as

a “customer” which all the staff will probably lower their pride when they encounter a customer that

has a big problem towards the service. When starting to build a relationship with the target market

you need to be consistent with your customers all the time as it is important for them to feel that they

are valuable and for you to be trusted whenever you advise better products to them. It is effective in a

way that when they feel valued and satisfied, they will always go back to the business just to

experience it where other businesses cannot provide. Prioritizing the target market of the business is
important at the same time it is way effective to let the business grow where one of your sources to

continue building your business is your target market.

Especially in this generation it way easier to attract your target market as the world is evolving to a

advance environment where there are new and newly developed sources to use that will let your target

market know your business.

Recommendation

The researchers recommend that the customer-centered strategy is effective for it is what the majority

of successful business uses and based on the results gathered from the survey. As observed in the

current generation, prioritizing customers as a type of business establishment strategy is very relevant

as customers have become open to all social networking sites, which means that they can either help

develop one's company by simply giving their feedbacks. This ensures the communication and

personal relationship that the business creates when the first interaction with the customer is

maintained. Understanding the clients is the company's most valuable task. Businesses will develop

products and services that are tailored to help consumers more easily to solve their problems when

they understand who they are and what they need. As an outcome, it is best to target the most

successful clients in your marketing to encourage them to come back time to time again. In improving

one's business, the significance of prioritizing clients is very helpful, as it is the unique advantage

when the business fulfills the client's satisfaction. Employee and owner should ensure that the whole

company recognizes the value of retaining clients and promotes workers by achieving benefits,

organizing, and budgeting for resignation objectives to pursue zero fraud and to ensure a successful

business with loyal clients.

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