Thesis Final

Republic of the Philippines
City of Taguig
Gen. Santos Avenue, Central Bicutan, Taguig City
Taguig City University

School of Graduate Studies
Master in Business Administration Program
LEVEL OF QUALITY SERVICE AND CUSTOMER SATISFACTION ON UNO

FACTORY OUTLET AT TAGUIG CITY
A Thesis
Presented to the Faculty of the Graduate School
TAGUIG CITY UNIVERSITY
In Partial Fulfillment
Of the Requirements for the degree
Master in Business Administration
By
JUSTINE MARK D. ARIOLA

Master in Business Administration
2021
City of Taguig
CHAPTER 1
THE PROBLEM AND ITS BACKGROUND

Introduction
In today’s economic environment,

both small and large businesses are
required to
become more efﬁcient and participate
in a competitive global market
(virtual and real)
where client expectations are
continually increasing. In this new
reality, quality is
critical for success
required to
City of Taguig

(virtual and real)
reality, quality is
required to
(virtual and real)
reality, quality is
City of Taguig

required to
(virtual and real)
reality, quality is
required to
(virtual and real)
City of Taguig

reality, quality is
required to
(virtual and real)
reality, quality is
critical for success.
required to
City of Taguig

(virtual and real)
reality, quality is
required to
(virtual and real)
reality, quality is
City of Taguig

required to
(virtual and real)
reality, quality is
Now a day’s economic situation, both small and large businesses are needed
to become more efficient and contribute in a competitive global market where
customer expectations are frequently increasing. In this new reality, service quality is
critical for success. According to (Accenture, 2020). In the present pandemic situation,
individuals with higher fear critically evaluate risk to themselves, their friends, and their
family. In this concern, customers’ negative emotions toward the COVID-19 threat can
be comforted with stores’ tangible and suitable actions in serving customers in the
situation of the pandemic (Akhtar, 2020). Therefore, when fear is high, retailers’

City of Taguig

actions that relate to the safety and well-being of the society will have a stronger effect
on their social and rational rightfulness compared to situations in which fear is low.
The study of (Corciolani, 2019). pointed out regarding the limitations of the
belief of acceptability, lawfulness may need to be evaluated with respect to its
dynamic changes in response to social, economic, and political factors. In the recent
situation of the unprecedented pandemic of COVID-19, this study has focused on
examining service quality dimensions as qualifications of retailers’ pragmatic and
social legality. Though, future studies may include other social, economic, and political
factors as predictors of legitimacy. As mentioned by (Nunkoo, 2019). focused on the
direct correlation between service quality and consumers’ interactive purpose, the
results of the recent study highlight the importance of organizational rightfulness
determined by stores’ service quality for consumers’ behavioral intent.
Additionally, Service quality frequently suggests an inconsistency in customer
interpretations or opinions of service offered by the validation principle through service
administrations (Afthanorhan, 2019). Consequently, more businesses today are
focusing on producing a stronger customer engagement and continuing experience for
their customers (Zhong and Moon, 2020). Faithfulness also brings with its high
patronage and more sales, which corporations cannot risk losing (Aksar, 2019).
Therefore, different observations on evaluating and considering service quality
and customer satisfaction in an organization (Sokhan, 2018) are challenges both for
sellers and for beneficiaries.

City of Taguig

Service quality is a difficult process to encounter the customer’s satisfaction in
order to remember and attract them. It isn’t just providing a customer need but giving
them an exceptional service through a highly motivated and well-trained team, good
quality product and an expert service. Service Quality can influence company’s
reputation. Poor service quality can create negative publicity and damage company’s
reputation. So, a business should continually monitor its service quality to ensure they
meet customer satisfaction, expectations, loyalty and retention. Businesses should
focus on managing customer relationships, and in particular, customer satisfaction
and loyalty in order to efficiently maximize revenues.
Background of the study
For the present, quality pointed as an important instrument to achieve better
service proficiency and performance. The capacity of a service provider to meet the
customer in a creative way where he can better run his business is referred to as
service quality. (Ramya, Kowsalya, & Dhanipriya, 2019). The service quality can be
increased by continuous improvement, rapidly finding and modifying service problems,
and integrating things to enhance customer satisfaction. Service quality gives an
organization a good advantage which maximizes growth (Mustaffa, 2019).
Equally, (Afthanorhan, 2019) points out that if the perceived service quality gives

City of Taguig

society an expected service, where customers endorse the services to others due to
the satisfaction experienced.
To improve customer experience, employees of service administrations train
limit spanners to serve customers with attractive pleasure (Becker & Jaakkola, 2020).
Some businesses involve in emotional labor practices so as to foster the desired
emotional experience to their customers (Aksar, Kayani & Ali, 2019; Noh & Cha,
2020). This concept is based on the psychological orientation of emotional contagion,
which shares the belief that if a worker presents a jovial mood, customers are more
likely to experience the same feeling and emotions.
According to Bahadur et al. (2018) highlight that employees’ capability to
appreciate customers’ emotions and their prompt reactions to customer expectations
lead to the enhancement of service relations and customers’ overall satisfaction with
the society. During the COVID-19 pandemic, customer experiences are reformed by
how sufficiently businesses deliver quality service through show empathy, care, and
concern toward customers and the community (Diebner et al., 2020).
In Today’s, Customers must look closely at service quality when comparing
services. Customer service is critical to competing effectively. In the past, people
chose which companies they did business with based on price, or the product or
service offered, but today the overall experience is often the driver. offering amazing
customer service is Important if you want to retain customers and grow your business.
Today’s customer service goes far beyond the traditional telephone support agent. It’s
City of Taguig

available via email, web, text message, and social media. Many companies also
provide self-service support, so customers can find their own answer at any time day
or night. Customer support is more than just providing answers; it’s an important part
of the promise your brand makes to its customers. Quality Service measures how well
a service is delivered, it is an assessment of how well a delivered service conforms to
the client’s expectations. The Quality service given by the businesses or individual
reflect themselves. Hence, the quality of service is an important feature for the service
provider to reach their goal and to understand their target satisfaction. Services quality
has five dimensions’ tangibility, reliability, responsiveness, assurance and lastly
empathy which thoroughly affect the employee’s productivity of the company.
Over the past periods, Uno Factory Outlet establish 1982 it is a private and the
nature of business is retail store. CITI Store, INC is a retail department creates
excellent merchandising store fundamental and quality services. It operates two retail
format the Centro Department (Department Store) Uno Factory Outlet (low price lines
stores) with 30 years in retail industry, the Citi store Inc., continuous to give quality yet
affordable merchandise and excellent customer service to the local market. The
branches are located at Cainta, Rizal, Angono, Rizal, Montalban, Daet, Camarines
Norte, San Pedro City, Tagaytay City, Trece Martines City, Binan City, Calamba,
Dasmarinas City, Taguig City, Cabuyao City, Malabon City, Tanay, Rizal, Bicutan FTI
and Makiling. Their Mission is helping people save so they can live easier, Vision have
store in very City. Values: People out most important asset, leadership Everyone is
City of Taguig

leader, Ownership we treat the company as ours, Passion for winning drive, to Win
Integrity, always do the right thing, Trust believe in others.
Uno Factory Outlet has 17 stores from north to south of the Philippines and
growing the Citi store Inc., continuous to give quality offer branded merchandise a
cross all Departments and complete assortment of merchandise and excellent
customers service to the Local market they can conceive to be present in every city for
the budget conscious shoppers Looking for good deals complete offering of fashion,
Home, Accessories, Toys, Cosmetics Footwear, Small Appliances, sporting goods,
shoes, motor, and others.
THEORITICAL FRAMEWORK
Reliability
Responsiven
Tangibles
ess
Empathy Assurance
Figure 2:
City of Taguig

Servqual Model By: Parasuraman
Service Quality (SERVQUAL) is a Multi-Dimensional Research Instrument.
Designed to Capture Consumer Expectations and Perceptions of a Service along the
five Dimensions (RELIABILITY, ASSURANCE, TANGIBLES, EMPATHY and
RESPONSIVENESS) That are believed to refresh Service Quality.
The Servqual model features in many services marketing textbooks, usually
when discussing customer satisfaction and service quality; It was developed in the mid
1980’s by well-known academic researchers in the field services Marketing, Namely
Zeithaml, Parasuraman and Berry.
The Servqual model was initially designed for use for service firms and retailers
in reality while most organizations will provide some form of customer service it is
really only service industries that are interested in Understanding and measuring
service quality therefore, SERVQUAL takes a broader perspective of service; far
beyond simple customer service.
One of the drivers for the development of the SERVQUAL model was the
unique Characteristics of services (as compared to physical products). these Unique
characteristics, such as intangibility and heterogeneity, make it much Harder for a firm
to objectively assess its quality level (as opposed to a Manufactured who can inspect
and test physical goods). The development of this model provides service firms and
City of Taguig

retailers with a Structured approached to assess the set of factors that influence
Consumer’s perception of the firm’s overall service quality.
SERVQUAL is built on the expectancy disconfirmation Paradigm, which in
Simple terms means that service quality is understood as the extent to which
Consumer’s-consumption expectations of quality are confirmed or disconfirmed by
Their Actual perceptions of the service experience. UNO FACTORY OUTLET, Its
Management and operation.
CONCEPTUAL FRAMEWORK
SERVICE QUALITY
Assurance
Empathy CUSTOMER
Reliability SATISFACTION
Responsiveness
Tangibility
Independent Variables Dependent Variables
Figure. 2 Conceptual Model

City of Taguig

Figure 2 above shows the conceptual framework used in this study. It shows
the relationship between the five (5) independent variables of service quality, namely,
Assurance, Empathy, Reliability, Responsiveness, Tangibility, and the dependent
variables customer satisfaction.
Reliability: Delivering on promises. This aspect is consistently shown to be the most
important factor of perceptions of service quality. This aspect includes the consistency
in which service promises are encountered which could include keeping schedules or
appointment times, completing responsibilities on time, and ensuring that outcomes
are happened.
Responsiveness: Being willing to help. This aspect highlights the attention and
timeliness in dealing with customer request, questions, complaints and problems. This
includes the dimension of time a customer has to wait for help, answers to questions
or attention to problems. Notion of flexibility and ability to modify the service to
customer needs. Reflect customer’s point of view, not corporations.
Assurance: Inspiring trust and confidence. This aspect is important when customers
notice services as high risk or feel uncertain about their ability to evaluate outcomes.
The establishment has to seek to build trust and loyalty between contact people and
customers.
City of Taguig
Tangibility: Representing the service physically. Companies should provide physical
representations or images of their services that customers will use to evaluate quality,
to enhance image, provide continuity and signal quality.
Empathy: Treating customers as individuals. Customers are unique and special and it
is important that their needs are understood. It would be a good strategy for
businesses to know customers by name and build relationships that reflect their
personal knowledge of their requirements and preferences.
STATEMENT OF THE PROBLEM
This study aims to determine the Level of Quality Service and Customer Satisfaction
on UNO FACTORY OUTLET at Taguig City
Specifically, the researcher answered the following questions:
1. What are the demographic profiles of the respondents in terms of?
1.1 Age;
1.2 Sex;
1.3 Civil status;
1.4 Educational Attainment
1.5 Monthly income;
2. What is the level of service quality in UNO FACTORY OUTLET in terms of;
City of Taguig

2.1 Reliability;
2.2 Assurance;
2.3 Tangibles;
2.4 Empathy;
2.5 Responsiveness
3. How often does the service quality of UNO FACTORY OUTLET help the expansion
of the company?
Hypothesis
There is no significant relationship between service quality and customer
satisfaction
SURVEY QUESTIONAIRE
Dear Respondents,
The objective of this survey questionnaire is to determine the Level of Quality Service
and customer Satisfaction on Uno Factory at Taguig City
PART l. Demographic Profile of Customer
Direction: Please provide the following information either by filling the data or by
putting a check ( ) that corresponds to your response.
Name (optional): _____________________________
1. Age:
City of Taguig

() 16-20 years old () 31-35 years old
() 21-25 years old () 36-40 years old
() 26-30 years old () 41 years old and above
2. Sex: 3. Civil Status
Male () Single ()
Female () Married ()
4. Educational Attainment
Elementary () Secondary () Tertiary () Vocational () College Degree ()
5. Monthly Income
5,000 to 10,000 () 10,000 to 15,000 ()
15,000 to 20,000 () 20,000 and above ()
Part ll: Give your perception regarding on UNO FACTORY OUTLET. Use the scales
below in providing response to item given for each area. Please put check ( ) Mark in
the space provided for your answer.
Directions: Rate each item using the Likert Scale below on answering the questions.
Please check the number that well matched to your own perception regarding UNO
FACTORY OUTLET, Its management and operation.
Weight Verbal Description
(5) Very good (4) Good (3) Fair (2) Poor (1) Very Poor
What is your perception in the Quality of Service at UNO FACTORY OUTLET at
TAGUIG CITY.
City of Taguig

5 4 3 2 1
Reliability
1. Show sincere interest in solving customers problems.
2. Provide their service as promised.
3. Staff greets the customers politely and courteously.
4. Always giving exact change.

5. Staff are listening to the customer’s purchase request and
complaints.
Assurance
1. Staff are trustworthy.
2. Customer feels safe in their transaction.
3. Staff are easy to approach.
4. Staff have Knowledge to answer questions.
5. Staff work together in customer’s best interest.
Tangibles 5 4 3 2 1
1. The store is well ventilated
2. Staff are always properly dressed and appear neat.
3. Visual appealing physical facilities.
4. Appropriate physical facilities for type of service.
5. Uno Store are always clean.
Empathy
1. Their staff are giving customers individual attention.
2. The operating hours are convenient to all customers.
3. The staff knows are convenient to all customers.
4. The staff are always willing to help.
5. The staff are continuously courteous with the customer.
Responsiveness: 5 4 3 2 1
1. Staff are friendly

City of Taguig

2. Staff are never too busy to respond to the customer request.
3. Staff gives prompt service.
4. Staff are always willing to help.
5. Staff gives right information to their customers.
Part lll: PROBLEMS Rate each item using the Likert Scale below on answering the
Questions.
(5) Very Agree (4) Agree (3) Fair (2) Less Agree (1) Never Agree
Problems faced by the customers in Online shopping 5 4 3 2 1
1. Staff are not giving attention to customers purchase request and

complaints.
2. Staff are rude and not greeting the customers.
3. The change is not exact.
4. Staff is not trustworthy.
5. Customers cannot feel safe inside the Outlet Uno Factory
6. Staff did not have exact knowledge to answer the questions of
City of Taguig

the customer.
7. Uno Store does not have a modern look equipment.
8. Staff are not properly dressed and appear neat when
accommodating customers.
9. Staff did not give individual attention to their customers.
10. Staff is not showing care to the customers.
11. Some customers are not able to eat because of time conflict with
the canteen.
12. Staff don’t give prompt service.
13. Staff are not willing to help.
14. Their staffs are not friendly.
15. Delivery performance of the employees.
Part lV: Solution rate each item using the Likert Scale below in answering the
questions.
5, Highly Recommended 4, Moderately Recommended 3, Recommended
2- Less Recommended 1, Not recommended
Proposed solutions 5 4 3 2 1
1. Staff must listen to customers purchase.
2. Staff must greet their customer politely and

courteously.
3. The change must be exact.
4. Staff should be trustworthy.

City of Taguig

5. Customers should feel safe in their transaction the
store.
6. Staff should have a proper knowledge to answer
every customer’s question.
7. Uno Company should have modern look
equipment’s.
8. Staff must maintain neatness when
accommodating customers.
9. Staff should pay individual attention to their
customers.
10. Staff should their care to the customers.
11. Operating hours must be convenient to all

customers.
12. Staff must provide prompt service.
13. Staff must always willing to help.
14. Staff should be friendly at the time.
15. Quality of the product.
Significance of the study
As the Uno factory Outlet is growing rapidly, an understanding of the
characteristics of Customer Services Quality. This study is very significant to wide
variety of many industries to bring life changes in the Customers services quality as
per characteristics of customers to enhance their sales. This research study will be
used by:
Student who will engage in doing research related on this study in near future.
This study also serves a useful guidance in analyzing consumer buying behavior.
Future Researchers intend to make further study in the same field of customer
buying behavior.
City of Taguig

Management of Uno Factory Outlet finding and implications of the study will
provide the management the factors influence consumer purchasing behavior to help
Uno Factory by their marketing strategy and to identify most influencing factor.
Customer they will be informing about the Influence of Customer service
quality at Uno factory outlet.
Scope and Limitation of the Study
This Study mainly focused on the Level of Quality Service and Customer
Satisfaction on UNO FACTORY OUTLET at Taguig City.
This study was conducted through survey which the respondents were
composed of 100 selected random customers.
A limitation to this study would be that the customers may complete the
questionnaires as they think the researcher wants them to answer. The result of the
study might only be generated to those who purchase the products of Uno Factory
Outlet and.; this study does not control the differences across product categories.
City of Taguig
Definition of Terms
Consumer Buying Behavior - is the study of individuals, groups, or
organizations and the processes they use to select, secure, use, and dispose of
products, service, experiences or ideas to satisfy their needs and wants
Customer Service is the support you offer your customers – both before and
after they buy and use your products or services – that helps them have an easy and
enjoyable experience with you.
Influence –it is person or thing that affects someone or something in an
important way.
City of Taguig

Place – refers to the channel, or the route, though which goods move from the
source to the final user.
Product – is anything that can be offered to a market that might satisfy a want
or need.
Promotion – it is Refer to raising customer awareness of a product or brand,
generating sales, and creating brand loyalty.
Service Quality – This refers to an assessment of how well a delivered the
service conforms to the clients’ expectations.
Customer Expectation – This refers to the total perceived benefits a customer
expects from a company product or service
Competitive – This refers to the good, service, or offer that can hold its own
against competing products because its offer an attractive value for money,
proposition to its buyers.
Perception – This refers to the ability to see, hears, or become aware of
something through the senses.
Assessment – This refers to the evaluation or estimation of the nature, quality,
or ability of someone or something.
Quality - In manufacturing, a measure of excellence or a state of being free
from defects, deficiencies and significant variations.

City of Taguig

Service – A valuable action, deed, or effort performed to satisfy a need or to
fulfill a demand.
Servqual Model – Is a multi-dimensional research instrument, design to
capture consumer expectations and perceptions of a service along the five dimensions
that are believe to represent service quality.
Tangibility – Appearance of physical facilities, equipment, personnel, and X.
communication materials.
Reliability–Ability to perform the promised service dependably and accurately.
Empathy – Caring, individualized attention the firm provide its customers,
Responsiveness – Willingness to help customers and provide prompt service.
CHAPTER ll
REVIEW OF RELATED LITERATURE
Foreign Literature
Now a days, a business’s attempt to invention original and transforming habits
to increase more customers and develop more commercially effective. One of the
greatest active mechanisms for a business to develop effective is to have satisfied
customers. 96% of patrons very completed the world study service quality to be a
significant feature of them selecting to be reliable to a product (Willot, 2020). 70% of
customers claim that they are faithful to brands because of their great customer
City of Taguig

service (Willot, 2020). 52% of consumers state that they have bought additional
products from a company simply because they previously have experienced great
service quality from that company (Willot, 2020). These numbers indicate that several
different factors, such as service quality, customer satisfaction and brand loyalty are
all important for company to be profitable. Furthermore, how to acquire and maintain
factors such as these continue to be an imperative challenge for companies today,
and has been for a long time.
Current assessment of customer experience literature also indicates that there
is a deficiency of studies measuring customer experience immediately after digital
service encounters (Becker and Jaakkola 2020). This gap may be due to the
challenge for students whereby it becomes difficult due to the distance of the context
and the researcher at the time-of-service encounter; when the incident that triggers
any unexpected reaction. Though, firms can continue to measure it by sharing a close-
ended survey with the customer. In this context, the prime objective of this study is to
identify which factors are responsible for impacting the service encounter usage
experiences during a specific service encounter of mobile payments services in India.
According to (Sebastianelli and Tamimi 2018). Abilities mean that the service
providers have knowledge and experience to deliver the desired services. Honesty
means that the service provider is not perceived to cheat users and will satisfy the
commitments. Kindness indicate that the service providers are expected to satisfy the
requirements of their users positively.

City of Taguig

According to (Beers, 2020). In this study, the dependent variable that was used
was customer satisfaction, while the independent variables were service quality,
generations, gender and county. Moreover, a correlation analysis was used to detect if
there was a correlation between two or more factors (Hayes, 2019). The factors that
were used in this study was service quality, generations, customer satisfaction,
likelihood of repurchase and willingness of the consumers to switch their current TV-
brand. In this research, as previously mentioned, the relationship that was focused on
what the relationship between how valuable the service quality received was, and the
generation of the participant, where customer satisfaction represented the value of
service quality.
Evidence presented that there is a significant relationship between customer
satisfaction and customer loyalty (Leninkumar 2017). Customer loyalty is considered a
result of customer satisfaction, when customers who have suitable experiences with
the service of the business will continue to deal with the company viewing it as less
risky, thereby making them loyal and rational in decision-making. In fact, many writers
have ehncouraged that customer satisfaction is one of the determinates of customer
loyalty, especially in the service commerce.
Customer service is one of the service quality aspects that can enhance
customer satisfaction as well as increase customer loyalty towards the business. It is
important to emphasize customer service quality towards homestay operators in order
to make the homestay program in Malaysia become more competitive. A preliminary

City of Taguig

study was conducted on a group of foreign tourists who stayed at the homestays in
Malaysia via interview sessions due to some grievances from customers in a literature
review. Most of them agreed that customer service is important in ensuring the quality
of homestay service. According to Kumar R. Mittal A 2015, explained valued
customers can be retained by improving the service quality of courier company. The
maximum satisfaction of customers with respect to (a) receptiveness dimension
enthusiastic to assist the customers, friendly approach of employees (b) reliability of
customer care ‘Service quality” an important construct of customer satisfaction.
Customer’s satisfaction depends upon the quality of services provided.
Local Literature
According to a blog posted by Sophia Bernazzani, Cuatomer Satisfaction
(CSAT) is a metric used to quantify the degree to which a customer is happy with a
product, service, or experience. (Bernazzani, 2018). This metric is usually calculated
by deploying a customer satisfaction survey that asks on a number of point scale how
a customer feels about a support interaction or overall experience, with answers
between “highly unsatified” and “highly satisfied” to choose from.

City of Taguig

Based on Joan Reyes (2013) stated that service quality is a vital strategy for
success and survival in today’s aggressive environment. It is very important for the
employees to be reliable and dependable in order to gain the trust of the public. They
should render quality service and have a commitment to be accountable to customers
and compete for their satisfaction and loyalty. It can identify some issues like meriting
96 attention, understanding the concept and also analyzing how to measure service
quality. Good service quality is an outcome of well – organized corporate culture,
which in general can be considered as a kind of social culture.
According to Asya Archakova (2013), she defined service quality in customer
satisfaction as one of the basic opportunities which help to run and improve business
as well as its profit and specially gain the loyalty of the costumers. Furthermore,
Reyes (2012) identifies that service quality is vital strategy for success and survival in
today aggressive environment. It is very important to employee to be reliable and
dependable in order to gain the trust of the public. Pearce (2014), Stated that it is
more crucial and determinant of service quality to understand customer satisfaction
and customer needs. In relation to this, Consumer Delight, customers are the very
reason for being I business; profits can be reaped only if an organization has
customers who will fail for the products and services on a continuing basis. Therefore,
any organization should identify the customers first and orient their business towards
satisfying the customers (Subburaj, 2012).

City of Taguig

In light of above, enhancement of service quality is essential, especially in this
age of service. Competition among food outlet has become fiercer. Companies need
to complete because this is an age of competition, especially on the service side.
Consumers not only value products, but also relationship with companies put it as
buying loyalty with service. Consumer satisfaction is a measure of how products and
services supplied by a company meet or surpass consumer expectation and defined
as the number of consumers, or percentage of total consumers, whose reported
experience with a firm, its products, or its services (ratings) exceeds satisfaction goals
(Atento et.al, 2014).
Based on the local literature of Bartolata (2016), States that providing a high
and consistent quality of service is a key to business success. That is because high
service quality promotes customer satisfaction has a direct link to business revenue.
According to Barlan-Espino (2017), highlighted that success of a business
relies on customer service. Customers are believed to be the life blood of every
organization: without business will not survive.

City of Taguig

Synthesis
The theories above are related to the topic, Level of Quality Service and
Customer Satisfaction on UNO Factory Outlet at Taguig City. First is what Kumar R.
Mittal A 2015, explained valued customers can be retained by improving the service
quality of courier company. The maximum satisfaction of customers with respect to (a)
receptiveness dimension enthusiastic to assist the customers, friendly approach of
employees (b) reliability of customer care ‘Service quality” an important construct of
customer satisfaction. Customer’s satisfaction depends upon the quality of services
provided. Another theory related to the topic is the study of AsyaArchakova (2013),
defined service quality in customer satisfaction as one of the basic opportunities which
help to run and improve business as well as its profit and specially gain the loyalty of
the costumers.
(Subburaj, 2012). Stated that it is more crucial and determinant of service
quality to understand customer satisfaction and customer needs. In relation to this,
Consumer Delight, customers are the very reason for being I business; profits can be
reaped only if an organization has customers who will fail for the products and
services on a continuing basis. Therefore, any organization should identify the
customers first and orient their business towards satisfying the customers.
City of Taguig

CHAPTER lll
RESEARCH METHODOLOGY
Research Design
The procedure of this study used under the descriptive method, which includes
normative survey approach and evaluation. That is usually used to explore ideas
according to respondents that can represent a whole population. The survey is
relevant in this study because it enables formulation of generalization. The term
“survey” is commonly applied to research methodology that is designed to collect data
from specific population that is used in this study.
In terms of approach, these studies apply both qualitative and quantitative
approaches. The quantitative focused on obtaining numerical findings is used with the
survey method. The interview on the other hand, made up the qualitative approach of
the study as this focused on personal accounts, observation, description and
individual insights of the respondents. This study employed the combined approach so
as to overcome the limitations of both approaches.
Determination of Sample Size
In order to prove that a process has been improved, the researchers must
measure the process capability before and after improvements and implemented.
Determining Sample size is very important issue because samples are too large may
waste time, resource and money, white samples that are too small may lead to
City of Taguig

inaccurate result. In many cases, we can easily determine the large sample size
needed to compute process parameters, such as population. The researches need
100 respondents to collect information and data in our survey who has a customer.
Sampling Design and Technique
A subset of individuals (a sample) chosen from a larger set (a population each
individual is chosen selectively and entirely by chance, such that each individual has
the same probability of being chosen at any stage during the sampling process, a
simple random sample is unbased surveying technique? The principle of simple
random sample sampling is that every object has the same possibility to be chosen.
The Subject Sampling –the study involved selected customers of Uno Factory Outlet
at Taguig City. The researcher used strong evidence on data gathering and collection.
Description of Respondents
City of Taguig

The qualified respondents for this study are the various customers of Uno factory
outlet in Taguig City. The respondents can be citizen or non-citizen of the country.
These people were randomly selected as a respondent of the study regardless of
socio-economic status, sex, age and material status as long as they are consumers
and employees of Uno Factory Outlet. Educational attainment and occupation of
respondents are aware they are buying and its quality.
Research Instruments
In order to make the study, reliable objective and convincing the researcher’s data
needed in the study.
The main data-gathering instrument for the study is a survey questionnaire which is
designed to gather data regarding age, sex, civil status, educational attainment and
Monthly Income and the factors influences consumer purchasing behavior.

City of Taguig

The researchers are used internet and books for further information about the
research.
Validation of the Research Instruments
In order to test the validity of evaluation tool which used for this study, the
researchers constructed survey questionnaire according to specific problems of the
study and presented it to the adviser. The researchers modified the content of the
questionnaire based on the assessment and suggestion of the adviser. The
researchers excluded irrelevant questions and changed value or difficult terminologies
into simple ones as to make the survey more comprehensive for the selected
respondents.
Data Gathering Procedures
In gathered the needed and additional information for the study. The researchers
went through a Planned Procedure. The researcher converts a survey in the
customers of Uno Factory Outlet in Taguig City.

City of Taguig

The researchers wrote a letter to the respondents to answer the survey questionnaire
that made. As soon as each accomplished questionnaire was retrieved, the
researcher is prepared a data spreadsheet for easier encoding in the computer.
The researchers then determine the influence of multiple independent variables
presented simultaneously to predict membership of one another or other of the two
dependent variables categories.
The researcher used the Table so that it will be easy to distinguish the responses
of ever variables.
Statistical Treatment
The data collected in this study were organized and classified based from the
research design and the problems formulated. These are tabulated properly to
processing to present and to interpret the result.
The Frequency and percentage distribution was utilized to describe the respondent
variables. This also presented the actual response of the respondent to the question
indicated in the questionnaire.
The formula used in the application of this technique is

City of Taguig
Where:
P=Percentage
F=Frequency of responses
N=Number of respondents
100=Constant Influence
2. Weighted Mean
One of the most useful and widely used techniques for doing this – one which you
already know – is the average or, as it is known, and you know how to calculate the
mean: you simply add up a set of scores and divide by the number of scores. Thus,
we have our first and perhaps the most basic statistical formula.
Where:
(Weighted mean)
(Summation)
(frequency)
City of Taguig

(Weighted)
(Total Responses)
Range Verbal Interpretation
1 1.00-1.79 Very poor
2 1.80-2.59 Poor
3 2.60-3.39 Fair
4 3.40-4.19 Good
5 4.20-5.00 Very Good
Likert scale
Table 1: Likert scale Level of Quality Service and Customer Satisfaction on Uno
Factory Outlet at Taguig City

City of Taguig
References
1. Sokhan., (2018). Customer Satisfaction and Satisfaction and Service Quality in the
Marketing Practice Study on Literature Review.
https://www.researchgate.net/publication/329240862
2. Leninkumar., (2017). Impact of Service Quality on Customer Loyalty and Customer

Satisfaction in Islamic Banks in the Sultanate of Oman. hppts:// Journals.
Sagepub.com/doi/full10.1177/215824402019519
3. Becker, L., & Jaakkola, E. (2020). Customer experience: fundamental premises and
implications for research. Journal of the Academy of Marketing Science, 48, 1–
19. https://doi.org/10.1007/s11747-019-00718-x .
City of Taguig

4. Aksar, Kayani & ali., (2019) A Study of Customer Satisfaction and Customer Loyalty
in the Restaurant and Hotel Industry of Pakistan 1
5. Zhong and Moon., (2020). A Study of Customer Satisfaction and Customer Loyalty
In the Restaurant and Hotel Industry of Pakistan 1
6. Sebastianelli and Tamimi (2018). What Affects Usage Satisfaction in Mobile

Payment? Modeling User Generated Context to Develop the “Digital Service Usage
Satisfaction Model” https://link.springer.com/article/10.1007/s10796-020-10045-0
7.Afhanorhan., (2019) Publication/330054011 Assessing the effects of service quality

on customer satisfaction. https://www.researchgate.net/
8. Kosalya, Dharanipriya & Ramya., (2019) Service quality and its dimensions.
https://www.researchgate.net/publication/333058377s
9. (Willot, 2020). The relationship between service quality, Customer Satisfaction, and
Brand Loyalty. https://www.diva-portal.org/smash/get/diva2:1437946
10. Beers, B. (2020). Regression Definition. Retrieved 16 March 2020, from

https://www.investopedia.com/terms/r/regression.asp
11. Hayes, A. (2019). Correlation Definition. Retrieved 16 March 2020, from

https://www.investopedia.com/terms/c/correlation.asp

Thesis Final

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Thesis Final

Uploaded by

Copyright:

Available Formats

Republic of the Philippines

Taguig City University

LEVEL OF QUALITY SERVICE AND CUSTOMER SATISFACTION ON UNO

JUSTINE MARK D. ARIOLA

Taguig City University

THE PROBLEM AND ITS BACKGROUND

In today’s economic environment,

Taguig City University

Taguig City University

Taguig City University

Taguig City University

Taguig City University

to become more efficient and contribute in a competitive global market where

situation of the pandemic (Akhtar, 2020). Therefore, when fear is high, retailers’

Taguig City University

belief of acceptability, lawfulness may need to be evaluated with respect to its

situation of the unprecedented pandemic of COVID-19, this study has focused on

examining service quality dimensions as qualifications of retailers’ pragmatic and

factors as predictors of legitimacy. As mentioned by (Nunkoo, 2019). focused on the

results of the recent study highlight the importance of organizational rightfulness

determined by stores’ service quality for consumers’ behavioral intent.

Additionally, Service quality frequently suggests an inconsistency in customer

interpretations or opinions of service offered by the validation principle through service

administrations (Afthanorhan, 2019). Consequently, more businesses today are

focusing on producing a stronger customer engagement and continuing experience for

Therefore, different observations on evaluating and considering service quality

and customer satisfaction in an organization (Sokhan, 2018) are challenges both for

sellers and for beneficiaries.

Taguig City University

meet customer satisfaction, expectations, loyalty and retention. Businesses should

focus on managing customer relationships, and in particular, customer satisfaction

and loyalty in order to efficiently maximize revenues.

Background of the study

For the present, quality pointed as an important instrument to achieve better

increased by continuous improvement, rapidly finding and modifying service problems,

and integrating things to enhance customer satisfaction. Service quality gives an

organization a good advantage which maximizes growth (Mustaffa, 2019).

Equally, (Afthanorhan, 2019) points out that if the perceived service quality gives

Taguig City University

the satisfaction experienced.

To improve customer experience, employees of service administrations train

Some businesses involve in emotional labor practices so as to foster the desired

2020). This concept is based on the psychological orientation of emotional contagion,

likely to experience the same feeling and emotions.

According to Bahadur et al. (2018) highlight that employees’ capability to

appreciate customers’ emotions and their prompt reactions to customer expectations

concern toward customers and the community (Diebner et al., 2020).

In Today’s, Customers must look closely at service quality when comparing

services. Customer service is critical to competing effectively. In the past, people

Taguig City University

a service is delivered, it is an assessment of how well a delivered service conforms to

has five dimensions’ tangibility, reliability, responsiveness, assurance and lastly

empathy which thoroughly affect the employee’s productivity of the company.

Taguig City University

Integrity, always do the right thing, Trust believe in others.

cross all Departments and complete assortment of merchandise and excellent

Home, Accessories, Toys, Cosmetics Footwear, Small Appliances, sporting goods,

shoes, motor, and others.

Taguig City University

Service Quality (SERVQUAL) is a Multi-Dimensional Research Instrument.

Designed to Capture Consumer Expectations and Perceptions of a Service along the

five Dimensions (RELIABILITY, ASSURANCE, TANGIBLES, EMPATHY and

RESPONSIVENESS) That are believed to refresh Service Quality.