Group 9

KOLEHIYO NG LUNGSOD NG LIPA
Lipa City, Batangas
Customer Satisfaction and Online Service Quality of Land Bank Mobile App: An
Evaluation for Continued Electronic Usage
A Thesis Presented to the Faculty of the

College Business Administration
Kolehiyo ng Lungsod ng Lipa
In Partial Fulfilment of the Requirements for the Degree

Bachelor of Science in Business Administration of
Kolehiyo ng Lungsod ng Lipa
Prepared by:
Jericho B. Magbuhos
Leader
Christine Joy C. Cornejo

Angelica Mae S. Javier
Jonalyn G. Orense
Marites V. Suyom
Cindy V. Umali
Members
BSBA III-A
major in Financial Management
December 2021
COLLEGE OF BUSINESS ADMINISTRATION

Marketing Financial Operations
Lipa City, Batangas
Customer Satisfaction and Online Service Quality of Land Bank Mobile App: An
Evaluation for Continued Electronic Usage
Chapter I
THE PROBLEM
Introduction
The advancement of technology-based systems has created an entirely new way
for businesses to communicate with their customers. The service business, specifically
the banking industry, has changed and evolved as a result of this innovation. The banking
industry is taking maximum advantage of this innovation in order to better serve its
customers and perform more with less. The integration of internet services has led to the
emergence of online banking. In addition to, online banking services are now being used
as a strategic tool in developed and emerging areas of the world (Al-dmour, 2019).
Raza et al (2020) defines online banking as a type of e-banking that allows
customers to use multiple banking services, pay bills and make investments as an
effective scheme of ecommerce and as a partner. In the Philippines, they are slowly
adapting to a cashless economy. According to a PayPal survey, 25% of Filipino
consumers are already using online payment methods in their everyday transactions. One
of the banks that offers online banking services is the Land Bank of the Philippines.
The Land Bank of the Philippines is a government financial institution that strikes
a balance in fulfilling its social mandate of promoting countryside development while
remaining financially viable. They developed LANDBANK Mobile banking application

Marketing Financial Operations 2
Lipa City, Batangas
(MBA), a free application that provides users with convenient access to LANDBANK’S
wide array of services through your smartphones anytime, anywhere. This app allows
customer to oversee their bank account using a gadget like computer, tablet, or mobile
device. It also averts the customer from visiting the bank branch and transactions were
done when it is convenient to them.
It is really important to know if the usage of the Land Bank mobile app as an
online service satisfied the customer because customer satisfaction is essential in the
banking industry. For that, this study will look at the impact of online service quality on
customer satisfaction in relation to continued electronic usage.
Background of the Study
According to Toor, Hunain, Ali and Shahid (2018) as cited by Shahriari (2014)
the way of providing product and services through electronic and interactive channels and
give a traditional banking product and services automated deliver was known as E-
banking.
With the use of E- banking the customers do not need to come on the bank as like
the traditional way of transaction before and wait for too long. As there is the existence of
E-banking together with its latest product known as M-Banking or the Mobile Banking
where in all the service information can be accessing in a wireless offered services by the
bank using the customer mobile app and supported by the technology for the smooth and
ease activities of banking.

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Banking sectors in most developed countries have pioneered the area of e-services
and have been actively involved in its continuous improvement. The objective was to try
to meet the ever-changing needs and lifestyles of modern clients (Fakhoury & Aubert
2015). The Lebanese banking sector, core of the Lebanese economy, has been witnessing
unprecedented growth, especially with regard to electronic services. The usage of E-
Banking services by bank clients has grown in the past few years about 25% to 30%
(“Bank to the Future,” 2013). Indeed, Lebanese banks are strategically using
advancements in E-Banking services for retaining and attracting clients, and are therefore
making large investments in implementing the latest E-Banking strategies to maintain
and augment their competitive advantage. The study of N. Saravanan (2020) examine the
impact of using E banking on the customer satisfaction in Chennai District with having
200 E-banking respondents in Chennai District, the researcher able to determine the
important relationship between the customer satisfaction and service quality dimension
on using E-banking.
The study revealed that offering a better quality of services can lead to banks
competitive advantage thus the study shows different dimensions that can help to boost at
least 70% of the overall customer satisfaction in using E banking. These are the
efficiency, system availability, fulfillment, privacy, contact, responsiveness and contact.
Hence, the aspect of service quality in the banking sector needs to be explored
further (Kaura et al., 2015; George and Kumar, 2014). It is also important to recognize

Lipa City, Batangas
key determinants of the quality of Internet banking services, as well as recognizing how
clients judge the Internet services provided by banks.
Similarly, the researchers of this study attempt to determine the impact of online
service quality on customer satisfaction. However, they will explore some other
dimensions of online service quality to further the field of the study. It also seek to
determine difference between the profile of the respondents and the impact of online
service quality on customer satisfaction.
With the empirical results from the study, recommendation will be given to
maintain the utilization of the service. Moreover, make a substantial contribution to the
existing literature and will provide evidence to show the factors of online service quality
dimension that influence the level of satisfaction of using Land Bank mobile app.
Statement of the Problem
This study is about Customer Satisfaction and Online Service Quality of Land
Bank Mobile App: An Evaluation for Continued Electronic Usage. Specifically, this
research ought to answer the following:
1. What is the profile of the respondents in terms of:
1.1 Age;
1.2 Gender;
1.3 Residence;
1.4 Marital Status;

Lipa City, Batangas
1.5 Occupation?
2. What are the dimensions of Online Service Quality?
3. What is the respondents’ level of satisfaction with the online service quality
dimensions of Land Bank mobile app?
4. Which online service quality dimension significantly influences customer
satisfaction?
5. Is there a significant difference between the profile of the respondents?
6. Based on the results of the study, what recommendations may be given to
maintain the utilization of the service?
Theoretical Framework
The theoretical framework was anchored from Kano Model of Customer
Satisfaction created by Japan's Dr. Noriaki Kano in 1984 which offers insight into
product attributes that are perceived to be important to customers. This model was
developed to facilitate decision-making about when ‘good is good enough’, and when it
could be important to provide more products or service features to satisfy customers. It
can be useful for project activities where it is important to identify customer needs,
determine functional requirements, work on concept development and analyses
competitive products.

Lipa City, Batangas
Figure 1
Kano Model of Satisfaction
In order to present a better model that would give a clear understanding on the
impact of online service quality on customer satisfaction, the researchers believe that this
theory should be used.
The Kano Model of Customer Satisfaction provides three categories of product
"attributes", which classify products and services according to how these features are
perceived by customers and their effect on customer satisfaction: basic attributes,
performance attributes, and excitement attributes.
Basic attributes have a "must-be quality", and are the expected attributes or
"musts" of a product. On the other hand, performance attributes have a "one-dimensional
quality", are those for which more is generally better, and will improve customer
satisfaction. Nevertheless, excitement attributes have an "attractive quality", are

Lipa City, Batangas
unspoken and unexpected by customers, but can result in high levels of customer
satisfaction.
These three types of attributes are classified depending on their ability to create
customer satisfaction or cause dissatisfaction. However, it can change over time.
This theory is relevant to the present study because this gave the researchers idea
about the impact of online service quality on customer satisfaction. Whether they like it,
think that it must be that way, are neutral, can live with it or dislike it.
Conceptual Framework
The study focused on the Customer Satisfaction and Online Service Quality of
Land Bank Mobile App: An Evaluation for Continued Electronic Usage. The conceptual
paradigm of the students shows the Input-Process-Output (IPO) that the researcher will
perform.

Lipa City, Batangas
Input Process Output
1.Profile of the
respondents in terms of:

-Construction of Survey
1.1 Age; Questionnaire
1.2 Gender;
1.3 Residence;
1.4 Marital Status; -Administration of

Survey Questionnaire
1.5 Occupation;
Provide
2. Dimensions of Online
recommendations on
Service Quality
how to maintain the
3. Respondents’ level of -Data Analysis utilization of the
satisfaction with the service
online service quality
dimensions of Land
Bank mobile app -Tabulation
4. Online service quality
dimension significantly
influences customer
satisfaction
Figure 2
Conceptual Paradigm of the Study

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The first box shows the input. It includes the profile of the respondents in terms of:
age, gender, residence, marital status and occupation, dimensions of online service
quality, respondent’s level of satisfaction with the online service quality dimensions of
Land Bank mobile app, online service quality dimension significantly influences
customer satisfaction.
The second box shows the process. It contains construction of survey questionnaire,
administration of survey questionnaire, data analysis, tabulation that the researcher will
use to gather data.
The last box is the output that contains the proposed action which is providing
recommendations to maintain the utilization of the service in Land Bank Mobile App.
These three methodical flows are connected through directional arrows. It represents
the steps which are interrelated and interconnected to each other.
Hypothesis of the Study
The researcher is guided by the null hypothesis that there is no significant
difference in the impact of online service quality on customer satisfaction.
Scope and Limitation of the Study
The study focused mainly on Regular Employees in Kolehiyo ng Lungsod ng
Lipa. The profile of the respondents covers only the age, gender, residence, marital status
and occupation.

Lipa City, Batangas
Moreover, the researchers used the descriptive method of research to determine
the impact of online service quality on customer satisfaction, a self-made questionnaire
will be used by the researcher as a primary source of data. The study is limited to the
responses of respondents in the questionnaire.
Significance of the Study
The findings of this study will be highly significant and beneficial to the
following:
Land Bank of the Philippines - It is considered as the main beneficiary of this
study. This study can help Land Bank to understand their customers' changing behavior
which will help them to improve or develop the mobile app in a way that will satisfy their
users.
KLL Regular Employees (Land Bank Current Customers) - They are the ones
that have and are already using Land Bank Mobile App, and will be the first to benefit
from any improvements to the mobile app.
Potential Customers - They are the ones that have not yet used the Land Bank
Mobile App. This study aims to give them insights and overviews about the quality of
service that the mobile app could provide.

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Proponents of the Study - This refers to the students who are carrying out the
research. In this study, they will find self-fulfillment and be equipped with new
knowledge and skills in the process.
Future Researchers - This study will serve as a reference for researchers in
conducting new researches with connection to the variables used in this study to make a
further development.
Definition of Terms
For the better understanding of this study, the following terms are defined in the
context of this research.
Continued Electronic Usage – refers to one's intention to continually use a system.
Customer Satisfaction – is an indicator used to measure of how happy or unhappy a
customer with the service.
Efficiency – is a dimension of online service quality that implies the ease and speed of
assessing and using an application.
Land Bank Mobile App – is an application that allows users to be able to access
banking services with their phone, tablet, or mobile device.
Level of Satisfaction – is a tool used to determine the scale of how satisfied a customer.
Online Service Quality – is the overall excellence of services.

Lipa City, Batangas
Reliability – is a dimension of online service quality that describes the ability to perform
the promised service accurately.
Responsiveness and Communication – is a dimension of online service quality that
indicates how fast and efficiently a company responds to customers.
Security and Privacy – is a dimension of online service quality which assures that the
user's banking information is safe from fraud or hacking.

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Chapter II
Review of Related Literature
This chapter presents the review of the related literature and studies which are
found to have a direct bearing to the present study.
Conceptual Literature
The conceptual literature discusses the main variables of the study, it includes the
mobile banking, online service quality, customer satisfaction, and the continued
electronic usage. This will help the researchers to have a better understanding about the
study.
Mobile Banking. Al-Khalaf & Choe (2020) indicated that e-banking is often
referred to as online banking and mobile banking. Online banking and mobile banking
are two platforms through which banks can provide better-access services to customers.
Specifically, the customer using online banking is through the computer associated with
the internet, whereas the customer using mobile banking is through the wireless gadget.
Khraim et al. (2011) clarified that the use of mobile banking by wireless shows the
difference between online banking and mobile banking settings, while customers
consider portability to be the most critical feature of the mobile banking industry.
Reliability is the most crucial part of mobile banking. More importantly, bank customers

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believe that valuable internet banks are being used, although web-based banking is
considered the cheapest channel.
Online Service Quality. Mobile banking is an obligatory thought that creates new
streaming in the business field for the emerging global economy. The service quality is
the most crucial precursor for surviving in a competitive environment and providing the
best possible services able to achieve the sustainable competitive advantage. It is
essential to deliver high quality services to consumer for the success of a dynamic and
competitive business arena (Shankar et al., 2019).
Moreover, according to Choudrie et al., (2018) service quality acts as influential
role for measuring customer satisfaction in the mobile banking sectors. For this reason,
enhancing the qualities of service assist to implement strategies and investment decision.
Customer Satisfaction. As stated by Kocoglu & Kirmaci (2012), customer
satisfaction means about to what extent customer needs, wishes, and expectations
towards the services and products are fulfilled. During the period sale, customer
encouraged to repurchase and be customer loyalty. In another word, customers’
satisfaction obtained while banking is based on customers’ expectations (Beigi et al.,
2016).
Moreover, according to Foroughi et al. (2019) the level of customers’ satisfaction
with a product or service could be the primary reason for making repurchase decision,
which is in fact the same concept as continuance intention towards using technology
(Tran et al., 2019).

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Continued Electronic Usage. According to Patel and Patel (2018) continued usage
throughout the post-adoption phase ultimately determines the success of online banking.
In their study, Tsai et. Al. (2014) explores the roles of system usability and satisfaction in
users’ intention to continue using internet banking service.
The satisfaction research on continuous use suggests a satisfied customer is more
likely to stay in business (Abdinnour-Helm et. Al. 2005; Bhattacherjee 2001; Zhao and
Lu 2012). A number of studies have found the positive association between users’
satisfaction and continuous usage intention (e.g., Lien et. Al. 2017; Pereira et. Al. 2015;
Tsai et. Al. 2014; Zhou 2013). In examining the IB in Taiwan, Tsai et. Al. (2014) find
that user satisfaction positively affects continuous IB service usage intention.
Related Literature
Banks have fundamentally shifted from traditional banking to E-banking in the
past few decades (Hammoud et al., 2018; Joseph & Stone, 2003; Sardana & Singhania,
2018). The trends of innovation and technological advancements helped banks to expand
their customer base and E-banking services (Alkhowaiter, 2020; Al-Zadjali et al., 2015),
which paw the roadmap to expend the banking services toward advancements and ease of
access. Customers can track the bank balances, transfers of credit, checking accounts, text
messages, payment exchanges, and different organizations based on instructions sent to
them on mobile phone s by banks are listed as the newest development in E-banking
services (Saleem & Rashid, 2011).

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As mentioned by Raza et al. (2020) service quality is one of the most important
factors for customer satisfaction to gain competitiveness of a service organization. A
number of previous researchers found the relations between service quality and customer
satisfaction that indicates greater degree service quality leads to greater degree customer
satisfaction (Pooya et al., 2020; Kant & Jaiswal, 2017; Vazifehdoost et al., 2014; Islam et
al., 2020).
Customer satisfaction is directly related with the dimensions of service qualities
(Spreng & MacKoy, 1996; Silvestri et al., 2017). In addition, customer satisfaction
depends on enhancing dimensions of service. On the other hand, some behavioral impacts
such as commitment, customer retention, building bonds, increasing customer tolerance
and positive word of mouth influence on customer satisfaction (Berry et al., 1996;
Gounaris et al., 2003; Oh & Kim, 2017).
A number of additional studies point out to a relationship between customer
satisfaction and E-Banking services. In their research, Asiyanbi and Ishola (2018)
demonstrated that the satisfaction degree of customers in the banking sector increases
when using E-Banking services.
Özkan et al. (2020) conclude that quality of service is the most vital element for
the progress in the mobile banking service industry. In essence, the service providing
firms offer various dimensions of service which leads to the customer satisfaction and

Lipa City, Batangas
customer satisfaction influence to enhance customer loyalty (Heskett et al., 1997; Kashif
et al., 2015; Kaur & Soch, 2018).
According to a study by Raza et al. (2020), as cited in Kheng et al. (2010),
efficiency is a vital aspect in retaining customer loyalty and ensuring user satisfaction.
According to the user, their transaction must be performed via cyber-banking, and
efficiency means that the maximum number of transactions can be completed. When their
highest expectations are met efficiently, the user becomes satisfied and loyal to the cyber-
banking service. The banking website system must handle user requests and responses
efficiently. In this study, an efficient response includes not only a financial institution's
fax or e-mail address, but also a demonstration of the website's performance.
Accordingg to Khatoon et al., (2020) reliability is defined in terms of the quality
of the website's operation, applies in particular to the technical functions of the website,
its availability and its proper functionality.
Moreover, Ayo & Oni (2016) define reliability as the fulfillment of duties in areas
such as accuracy of calculations, proper registration and delivery of service within a
satisfactory time frame. In this study, the level of effectiveness of which e-banking
solutions complete transactions is referred to as efficiency. It is expected that the ability
of the e-banking system to complete the transaction effectively would lead to consumers
appreciating the system's quality. Many experiments have discovered that reliability plays
an important role in deciding service efficiency (Ahmed et al., 2018; May et al., 2017;

Lipa City, Batangas
Mei et al., 2016). In addition, Mei et al. (2016) suggests that the level of customer
satisfaction is significantly influenced by the efficiency of e-banking services in terms of
reliability.
Furthermore, Khan et al., (2018) explained that reliability is to stipulate exact and
invariable service to the customers. Reliability is examined as one of the basic elements
of service quality that significantly pretend customer satisfaction (Zhang et al., 2019). It
is indispensable that business firms pronounce the service exactly in the first position.
Thus, reliability ruminated the efficiency to deliver the covenant service which is the
compliment by service precision (Ananda & Devesh, 2019). The exactness and perfection
of service delivery at the first position have been examined as the main form of a
trustworthy service (Blut, 2016). Without reliable service, customers might not cope with
the service quality (Hamzah et al., 2017). For retaining the banking industry’s customers,
there are some fundamental elements of reliability. For instance, process the order timely,
keep financial records safely, offer the financial information exactly and deliver the
service certainly (Peng & Moghawemi, 2015). Reliability of banking industry service
influences on customer satisfaction positively (Pakurar et al., 2019).
According to Mei Ling et al. (2016), security may be described as a sort of
protection that ensures consumers’ safety and prevents hackers from breaching their
private (Dixit and Datta, 2010).

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Whereas, according to Hossain et al., (2014) the security of e-banking entails
ensuring the records and information of customers are kept safe on the website. Security
can be ensured by providing information about the security of confidentiality and
procurement mechanisms, as well as the display of reliable third-party logos. For
instance, showing a trusted partner logo gives a certain level of safety and has an
important effect on how consumers perceive the reliability of e-sellers (Hossain et al.,
2014). A number of factors have been identified and investigated by researchers in terms
of privacy and safety, including retaining confidentiality of transactions, preventing the
exchange of individual data and ensuring a great level of safety for client data.
Moreover, Mei et al (2016) stated that protection has had a huge effect on the
satisfaction of clients. Another important factor that clients really worry about is privacy.
Customers often think that when performing transactions through Internet banking, banks
should secure their personal and financial details.
Furthermore, Safi & Awan (2018) in their study revealed that security plays an
important role in Internet banking. With many cyber security protocols for encrypted data
packets, customers are unaware of encryption. Due to limited security, some banks only
use popular websites. Some versions of browsers are acceptable. Generally, these studies
suggest that privacy would have a beneficial effect on the satisfaction of customers.
As stated by Iberahim et al. (2016, as cited in Madu & Madu, 2002)
responsiveness and communication refers to the bank's willingness to assist and serve its

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customers quickly and to communicate to them in language they can understand and to
understand the customers’ complaints or feedbacks or vice versa. There are four different
types of services that can be provided. To begin, the E-Banking system must be capable
of properly controlling and operating the service. Second, in the event that any operations
fail, the E-Banking channels can direct clients to the correct steps to take. Finally, it can
include a quick fix for any E-Banking transaction errors. Finally, it can provide
immediate answers to the customer's questions.
Additionally, according to Endara et al., (2019) responsiveness exemplifies the
rapidity of personnel to deliver the expected support in a reasonable and swift way.
Responsiveness directly engaged with feedback session between customers and service
providers. Staff’s skills, closeness of service branch and ATM availability were the
criteria as responsiveness of banking service (Janahi & Almubarak, 2017).
Moreover, Misbach et al. (2013) reported that to enhance the customer
satisfaction in the service industry, responsiveness was the most crucial attributes and it
was one the significant components for anticipating the customer satisfaction (Vencataya
et al., 2019). Fida et al. (2020) conducted research in the Sultanate of Oman on Islamic
banking and found a positive relation between responsiveness and customer satisfaction.
Islam et al. (2020) also found that responsiveness positively influences on customer
satisfaction. Sardana and Bajpai (2020) opined that responsiveness has been the critical in
gratifying the expectation of customers in the Indian e-banking service.

Lipa City, Batangas
Meanwhile, according to Toor et al. (2016) responsiveness is the desire to serve
the clients of the bank and provide them with quick provision. This type of operation can
take four different forms: first, the electronic banking system can effectively manage and
operate the service; Secondly, e-banking networks can guide consumers on how to react
appropriately in the event of a loss; thirdly, it includes quick fixes for errors that may
occur in e-banking operations; fourthly, it can help customers resolve issues with on-the-
spot answers.
Furthermore, Hammoud et al (2018) suggests that individuals’ general
expectations of service quality are adversely affected by sluggish service. It indicates that
e-banking has a greater level of responsiveness, allowing consumers to access their
accounts at any time and from anywhere. As a result, the study concluded that
responsiveness has a strong link with customer satisfaction (Mei et al 2016).
Synthesis
Reviewed literature and studies have a direct comportment on the present
undertaking because this study also targeted to determine the impact of online service
quality on customer satisfaction.
In the study of Pooya et al. (2020); Kant & Jaiswal (2017); Vazifehdoost et al.
(2014); Islam et al. (2020), it was found out that the relations between service quality and
customer satisfaction indicates greater degree service quality leads to greater degree
customer satisfaction. Likewise, Heskett et al. (1997); Kashif et al. (2015); Kaur & Soch

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(2018) revealed in their respective studies that the service providing firms who offer
various dimensions of service may leads to the customer satisfaction and customer
satisfaction may influence to enhance customer loyalty.
For instance, research has shown that efficiency is a vital aspect in retaining
customer loyalty and ensuring user satisfaction (Raza et al., 2020). This being said that
when their highest expectations are met efficiently, the user becomes satisfied and loyal
to the cyber-banking service.
In addition, Mei et al. (2016) suggests that the level of customer satisfaction is
significantly influenced by the efficiency of e-banking services in terms of reliability.
Reliability, as defined by Ayo & Oni (2016) is the fulfillment of duties in areas such as
accuracy of calculations, proper registration and delivery of service within a satisfactory
time frame.
Moreover, Safi & Awan (2018) in their study revealed that security plays an
important role in Internet banking. With many cyber security protocols for encrypted data
packets, customers are unaware of encryption. Generally, these studies suggest that
privacy would have a beneficial effect on the satisfaction of customers. This was
supported by the study of Mei et al (2016) which stated that protection has had a huge
effect on the satisfaction of clients.
Lastly, in the separate studies conducted by Fida et al. (2020), Islam et al. (2020),
and Mei et al. (2016), they concluded that responsiveness has a strong link with customer

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satisfaction. As specified by Sardana and Bajpai (2020) that responsiveness has been the
critical in gratifying the expectation of customers in the Indian e-banking service.
Furthermore, according to Foroughi et al. (2019) the level of customers’
satisfaction with a product or service could be the primary reason for making repurchase
decision, which is in fact the same concept as continuance intention towards using
technology (Tran et al., 2019). It was strengthened by the study of Tsai et al. (2014) in
examining the IB in Taiwan, which revealed that user satisfaction positively affects
continuous IB service usage intention.
All of their studies may be similar to the present study. However, this study did
not imply replica of any kind.

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Chapter III
Research Methodology
Research Design
The main objective of the study is to determine the impact of online service
quality on customer satisfaction of regular employees in Kolehiyo ng Lungsod ng Lipa.
The researchers will use the descriptive method of research.
According to Ritchie et al. (2013), by using the descriptive method, the
researchers will be able to observe a large mass of target population and make required
conclusions about the variables. It can effectively design a pre-structured questionnaire
with both open ended and closed ended questions. The researchers decided to use this
research design that is most appropriate method for this study to determine in an accurate
way and meet reliable information from different sources.
Respondents of the Study

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The respondents of the study are the regular employees in Kolehiyo ng Lungsod
ng Lipa. Specifically, they are the teaching and non-teaching regular employees in
Kolehiyo ng Lungsod ng Lipa with the total of 46 respondents.
Sampling Design
The researchers of this study used convenience sampling method in selecting
items for the sample. According to Jagtap (2020), convenience sampling is a sampling
technique that qualitative researchers use to recruit participants who are easily accessible
and convenient to the researchers. Oftentimes this may include utilizing geographic
location and resources that make participant recruitment convenient.
Data Gathering Instruments
The researchers made a self-constructed questionnaire for their respondents to
answer in order to gather necessary information. It will consist of two parts. The first part
is about the profile of the respondents which includes their age, gender, residence, marital
status and occupation while the second part is consisted of questions that assessed the
level of satisfaction of regular employees in Kolehiyo ng Lungsod ng Lipa using
dimensions of online service quality. It will be presented to the respective authorities for
validation. After the validation, the researchers will perform a survey to 34 teaching and
12 non-teaching regular employees in Kolehiyo ng Lungsod ng Lipa.
The researchers used Kano Model of Satisfaction where it has five response
choices to rate the dimensions of online service quality that influences the level of

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satisfaction of regular employees in Kolehiyo ng Lungsod ng Lipa. It will be interpreted
as follows:
Numerical Rating Value Responses
5 Like
4 Must-be
3 Neutral
2 Live with
1 Dislike
In order to interpret the level of satisfaction of the respondents to online service
quality dimensions, the mean ranges that can be used to determine the weighted means
and composite means of the results, as well as the respondents' verbal interpretations, are
listed below. The researchers will use the following scales:
Mean Range Verbal Interpretation
4.51 – 5.00 Very Satisfied
3.51 – 4.50 Satisfied
2.51 – 3.50 Neutral
1.51 – 2.50 Dissatisfied

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1.00 – 1.50 Very Dissatisfied
Data Gathering Procedure
The proponents of the study looked and reviewed published electronic documents
both local and foreign, in order to gather necessary information relevant to the desired
topic. With all of these, the researchers were able to collect related literatures and studies
to support the chapters 1, 2, and 3, and also construct the questionnaire.
The first draft of the questionnaire was presented to the adviser for comments,
corrections and suggestions. After the validation of the questionnaire, the researchers
wrote an approval letter signed by the research adviser and the department dean that
served as an authorization to the college administrator to allow the researchers to use
their regular employees as respondents.
The questionnaires will be distributed evenly at the same time to the teaching and
non-teaching regular employees of Kolehiyo ng Lungsod ng Lipa in person. After the
retrieving the survey questionnaires, the researchers will tally the data and will give it to
the statistician to use the suitable statistical tools to describe impact of online service
quality on customer satisfaction.
Thereafter, the researchers will interpret the results based on the responses of the
respondents and will come up with the findings, conclusions and recommendations which
will be presented in the Chapter V of the study.

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Statistical Treatment of Data
The data gathered will be treated statistically using various formulas. The
following statistical tools were used:
Frequency and Percentage. This is used to determine the distribution of the respondents
according to their profile such as age, gender, residence, marital status, and occupation.
Weighted Mean and Composite Mean. This is used to determine the regular employees'
level of satisfaction to online service quality dimensions of Land Bank mobile app.
Analysis of Variance (ANNOVA) or T-test. This is used to determine the significant
differences between the means of two or more groups on the impact of online service
quality on customer satisfaction when grouped to profile.

Lipa City, Batangas
I. DEMOGRAPHIC PROFILE OF THE RESPONDENTS
Direction: Kindly put a check mark (✓) on the parenthesis that corresponds to your
personal description and profile.
Name: (Optional) __________________________________________________

Surname First Name Middle Name
1.1 Age
( ) 18-25 years old
( ) 26-40 years old
( ) 41-58 years old
( ) 59 years old and above
1.2 Gender
( ) Male
( ) Female
1.3 Residence (please specify) _________________________________________

Lipa City, Batangas
1.4 Marital Status

( ) single
( ) married
( ) separated
( ) divorced
( ) widowed
1.5 Occupation (please specify): ________________________________________
II. ASSESSMENT OF THE IMPACT OF ONLINE SERVICE QUALITY ON
CUSTOMER SATISFACTION OF REGULAR EMPLOYEES IN KOLEHIYO NG
LUNGSOD NG LIPA
Direction: Put a check mark (✓) on the items that corresponds to your honest beliefs and
opinions as accurately as possible to answer factual questions to the best of your
knowledge. Please be guided by the given ratings below, wherein 5 is the highest and 1 is
the lowest.
Numerical Rating Value Verbal Interpretation
5 Like
4 Must-be
3 Neutral
2 Live with
1 Dislike

Lipa City, Batangas
How would you feel if these features are present

to the Land Bank mobile app?
5 4 3 2 1
Launches quickly
Easy logging in and out
Efficiency User-friendly
Do not freeze after inputting the data of transaction
Complete transaction instantly
The content is varied and always updated
The online system provides useful content
Reliability The online system provides sufficient content
The online transaction process is relevant and

accurate
Error-free records
Keeping customers informed about when services

will be performed
Get instant feedback in every transaction

Responsiveness
and Quick responses to customer inquiries
Communication
When the problems occur, the system guided the
users to solve them
Available 24/7
Use extremely secure, high-end encryption

technologies

Lipa City, Batangas
Device fingerprinting
Security and Implement SIEM solutions

Privacy
Add multi-factor authentication
Offer real-time text and email alerts
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KOLEHIYO NG LUNGSOD NG LIPA

Lipa City, Batangas

A Thesis Presented to the Faculty of the

In Partial Fulfilment of the Requirements for the Degree

Christine Joy C. Cornejo

COLLEGE OF BUSINESS ADMINISTRATION

The advancement of technology-based systems has created an entirely new way

Raza et al (2020) defines online banking as a type of e-banking that allows

adapting to a cashless economy. According to a PayPal survey, 25% of Filipino

a balance in fulfilling its social mandate of promoting countryside development while

remaining financially viable. They developed LANDBANK Mobile banking application

COLLEGE OF BUSINESS ADMINISTRATION

done when it is convenient to them.

customer satisfaction in relation to continued electronic usage.

Background of the Study

ease activities of banking.

COLLEGE OF BUSINESS ADMINISTRATION

unprecedented growth, especially with regard to electronic services. The usage of E-

making large investments in implementing the latest E-Banking strategies to maintain

efficiency, system availability, fulfillment, privacy, contact, responsiveness and contact.

COLLEGE OF BUSINESS ADMINISTRATION

clients judge the Internet services provided by banks.

service quality on customer satisfaction.

Statement of the Problem

research ought to answer the following:

1. What is the profile of the respondents in terms of:

1.4 Marital Status;

COLLEGE OF BUSINESS ADMINISTRATION

2. What are the dimensions of Online Service Quality?

dimensions of Land Bank mobile app?

4. Which online service quality dimension significantly influences customer

5. Is there a significant difference between the profile of the respondents?

6. Based on the results of the study, what recommendations may be given to

maintain the utilization of the service?

The theoretical framework was anchored from Kano Model of Customer

could be important to provide more products or service features to satisfy customers. It

determine functional requirements, work on concept development and analyses

COLLEGE OF BUSINESS ADMINISTRATION

theory should be used.

The Kano Model of Customer Satisfaction provides three categories of product

perceived by customers and their effect on customer satisfaction: basic attributes,

performance attributes, and excitement attributes.

"musts" of a product. On the other hand, performance attributes have a "one-dimensional

satisfaction. Nevertheless, excitement attributes have an "attractive quality", are

COLLEGE OF BUSINESS ADMINISTRATION

customer satisfaction or cause dissatisfaction. However, it can change over time.

COLLEGE OF BUSINESS ADMINISTRATION

Input Process Output

respondents in terms of:

1.1 Age; Questionnaire

1.4 Marital Status; -Administration of

3. Respondents’ level of -Data Analysis utilization of the

satisfaction with the service

online service quality

Bank mobile app -Tabulation

4. Online service quality

COLLEGE OF BUSINESS ADMINISTRATION

use to gather data.

the steps which are interrelated and interconnected to each other.

Hypothesis of the Study

The researcher is guided by the null hypothesis that there is no significant

difference in the impact of online service quality on customer satisfaction.

Scope and Limitation of the Study