SERVICE QUALITY AND CUSTOMER SATISFACTION

OF PUREGOLD BALIBAGO IN THE

CITY OF SANTA ROSA LAGUNA

A Thesis
Presented to the
Faculty of the Graduate School of
STI College of Santa Rosa Laguna

In partial Fulfillment
of the requirements in Bachelor of
Science and Business Administration
Major in Operation Management

By:

PADAYAO, MENLY

TUNAY, MEREROSE

SANCHEZ, ERIKA JOY

SOLOMON, TYRON JAY

2020
 TABLE OF CONTENT

Chapter I....................................................................................................................................................1

THE PROBLEM AND ITS SETTING.....................................................................................................1

Introduction................................................................................................................................................1

Theoretical Framework............................................................................................................................3

Expectancy-Disconfirmation Theory.......................................................................................................4

Corby’s Theory/Zero Defect Theory........................................................................................................4

Operational Framework...........................................................................................................................5

Operational Model...................................................................................................................................6

Statement of the Problem.........................................................................................................................7

Statement of Hypothesis..........................................................................................................................8

Assumptions of the Study........................................................................................................................8

Scope and limitations...............................................................................................................................8

Significance of the Study.........................................................................................................................9

Definition of Terms................................................................................................................................10

Chapter II.................................................................................................................................................12

REVIEW OF RELATED LITERATURE..............................................................................................12

State of the Art.......................................................................................................................................12

Dimensions of Customer Satisfaction.....................................................................................................12

Service Quality Dimensions.....................................................................................................................18

Studies in Literature Related to Retailers..............................................................................................22

Synthesis of Review of Literature..........................................................................................................24

Gap/s Bridged by the Present Study.......................................................................................................25

CHAPTER III..........................................................................................................................................26

RESEARCH METHODOLOGY............................................................................................................26

Research Design....................................................................................................................................26

Source of Data.......................................................................................................................................27

Population of the study..........................................................................................................................27

Instrumentation and Validation..............................................................................................................27

Evaluation and Scoring..........................................................................................................................28

Assigned Numerical Categorical Responses Interpretations Points Ranges....................................28

Data Gathering Procedure......................................................................................................................28

Statistical Treatment Data......................................................................................................................29

CHAPTER IV..........................................................................................................................................30

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA................................................30

CHAPTER V............................................................................................................................................40

SUMMARY, FINDINGS, CONCLUSIONS AND RECOMMENDATIONS......................................40

Summary of Findings.............................................................................................................................41

Conclusions............................................................................................................................................42

Recommendations..................................................................................................................................43

Bibliography.............................................................................................................................................44

Appendix A: Sample Questionnaire.......................................................................................................48

SURVEY QUESTIONNAIRE.................................................................................................................48

CURRICULUM VITAE..........................................................................................................................52
 LIST OF FIGURES

Figure 1 The operational model…………………………………………………………………………….7

 Chapter I
THE PROBLEM AND ITS SETTING

Introduction

As a critical measure of organizational performance, service quality remains specifically

at the forefront of both marketing literature generally, and services marketing literature (Jensen &
Markland, 1996). Several researchers have suggested a number of dimensions to assess the
quality of services or products, and all the dimensions came from the main five dimensions of
quality of services or products. The dimension of quality product is about the degree of achieving
the productivity in the best way and based on the criteria set according to the customer’s needs.

A common practice has developed among contemporary organizations to change their

marketing strategies of attracting new customers and transacting with them only, to retaining and
developing profitable relationships with them (Beneke, Lykiardopulos, De Villiers & Rawoot,
2011). Better quality relationships with customers, offers service organizations various benefits
that include greater profitability and increase in revenue in today’s competitive environment
(Yuen & Chan, 2010:).

Customer service has become a distinct component of both product and service sectors
and with the developments in information technology many businesses find demanding and
knowledgeable customers. In an increasingly competitive environment, companies must be
customer oriented (Kotler, 1997).

Puregold Price Club, Inc. (Puregold” or “the Company”) was incorporated on September
8, 1998 and opened its first Puregold hypermarket store in Manila and Paranaque. It also
launched its loyalty program, which was eventually renamed as “Tindahan ni Aling Puring” in
2004. Between 2002 to 2006, Puregold continued its expansion at an average of 3 new stores
every year and established operations in North and South Luzon. In 2008, Puregold was
recognized by Reader’s Digest as the Most Trusted Brand in supermarket category. By mid-2009
the company gained market leadership being the second largest hypermarket and supermarket
retailers in the Philippines in terms of net sales. By the end of 2016, Puregold was operating a
total of 147 hypermarkets, 100 supermarkets including the supermarket in this study which is the
Puregold Balibago, 29 extra, 1 minimart, 12 S&R warehouse clubs, 23 S&R-QSRs, 9 stores
under NE Bodega and 8 Budgetlane stores, for total of 329 stores.

In such a market, characterized by intense competition and dynamic consumer need, it is

important for supermarkets to continuously asses the consumers’ perceptions of quality of service
against their expectations so as to meet and satisfy their desires and preferences. This study
examined PSQ (Perceived Service Quality) and CS (Customer Satisfaction) by undertaking a
descriptive survey among shoppers and to determine the relationship between service quality
and customer satisfaction in Puregold Balibago. This research aims to gain a better insight into
the industry and to make recommendations that can be used in the supermarket industry.
Perceived service quality is defined as consumers’ judgment about a business’s overall distinction
or dominance (Parasuraman, Zeithaml & Berry, 1988). In simple words Jiang and Wang, (2006)
defined it as the consumer’s evaluation of the service performance received and how it compared
with their expectation. Another aspect Jiang and Wang, (2006) pointed out that, evaluations are
not based on service attributes; rather these depend on a customer’s feelings or memory. So,
customers measure service quality in terms of how much pleasure they have received from a
service. Jiang and Wang, (2006) concluded that the role of perceived service quality in customer
satisfaction is established but the conditions under different dimensions of effect will or will not
influence service quality evaluation and customer satisfaction. The researchers of this study used
the gap analysis to determine perceptions of quality of service and customer satisfaction in
Puregold Balibago in Santa Rosa City of Laguna. However, customer satisfaction is defined as a
measurement that determines how happy customers are with a company’s products, services, and
capabilities. Customer satisfaction information, including surveys and ratings, can help a
company determine how to best improve or changes its products and services. (ASQ, 2020).

An organization’s main focus must be to satisfy its customers. This applies to industrial
firms, retail and wholesale businesses, government bodies, service companies, nonprofit
organizations, and every subgroup within an organization. Dissatisfaction is believed to be the
consequence of a product or service failing to meet the customer’s expectations whereas
satisfaction is what a customer feels when a product or service meets his or her expectations.
Customers are delighted when the product or service performance surpasses their expectations.
To measure customer satisfaction this study used [price perception, asked customers direct
questions to rate their levels of satisfaction, the levels which their expectations were, whether
they intended to make repeat purchases and if they would refer other customers to the
supermarkets.

Theoretical Framework

This study will be guided by the Expectancy-Disconfirmation, Corby’s Theory/Zero

Defect Theory and the Service Quality Model to establish service quality and customer
satisfaction in Puregold Balibago in the city of Santa Rosa Laguna. The expectancy
disconfirmation model (EDM) has emerged as the predominant model of explaining citizen
satisfaction in the public sector. The model posits that citizen satisfaction is not only the result of
the objective performance of a government service, but also depends on the implicit prior
performance expectation of that service. For instance, if the perceived performance of a service
positively exceeds prior expectations this results in positive disconfirmation, which in turn will
lead to more satisfied citizens. Therefore, varying expectations of the performance of a public
service are said to play a critical role in explaining differences in citizens’ satisfaction. Zero
Defects, a term coined by Mr. Philip Crosby in his book “Absolutes of Quality Management” has
emerged as a popular and highly-regarded concept in quality management – so much so that Six
Sigma is adopting it as one of its major theories. Zero defects theory ensures that there is no
waste existing in a project. Waste refers to all unproductive processes, tools, and employees and
so on. Anything that is unproductive and does not add value to a project should be eliminated,
called the process of elimination of waste. Eliminating waste creates a process of improvement
and correspondingly lowers costs. Common with the zero defects theory is the concept of “doing
it right the first time” to avoid costly and time-consuming fixes later in the project management
process. The SERVQUAL model is mainly used as a multi-dimensional research instrument for
customer satisfaction, and consists of the following dimensions: tangibility, reliability,
responsiveness, empathy, assurance. It is recommended that the SERVQUAL model is a good
scale to use when measuring service quality in various specific industries but that it is
appropriate to choose the most important dimensions of this model that fit to that particular
service being measured in order to assure reliable and valid results. In this regard, we will use
this model because it takes into account customer’s expectation of a service as well as
perceptions of the service which is best way to measure service quality in service sector. In our
study, we are more interested in service quality and customer satisfaction by using the
SERVQUAL model to assess them in Puregold Balibago in Santa Rosa City of Laguna.

Expectancy-Disconfirmation Theory

Expectation theory (also commonly known as Expectancy-

Disconfirmation Theory) is the most widely accepted theory concerning customer
satisfaction processes. The theory holds that satisfaction/dissatisfaction results
from a customer's comparison of performance (of a product or service) with
predetermined standards of performance. According to the view, the
predetermined standards are the customer's predictive expectations. Three
possible outcomes of the comparison are possible. Positive disconfirmation occurs
when performance is perceived to be better than the predetermined expectations.
In this scenario, customer is delighted. Zero disconfirmation occurs when
performance is perceived to be exactly equal to expectations-customers are likely
to be satisfied. Finally, negative disconfirmation occurs when performance is
lower than expectations. Of course, negative disconfirmation leads to dissatisfied
or unhappy customers. This study was guided by this theory to establish the
service quality perceptions and customers’ satisfaction in Puregold Balibago in
Santa Rosa City of Laguna.

Corby’s Theory/Zero Defect Theory

The Zero Defects theory states that there is no existence of waste in a

project. Waste refers to anything that is unproductive i.e. processes, tools, and
employees etc. Quality, Crosby emphasized, is neither intangible nor
immeasurable. It is a strategic imperative that can be quantified and put back to
work to improve the bottom line. Acceptable quality or defect levels and
 traditional quality control measures represent evidence of failure rather than
assurance of success. The emphasis, for Crosby, is on prevention, not inspection
and cure. The goal is to meet requirements on time, first time and every time. He
believes that the prime responsibility for poor quality lies with management, and
that management sets the tone for the quality initiative from the top. Crosby's
approach to quality is unambiguous. In his view, good, bad, high and low quality
are meaningless concepts, and the meaning of quality is conformance to
requirements. Non-conforming products are ones that management has failed to
specify or control. The cost of non-conformance equals the cost of not doing it
right first time, and not rooting out any defects in processes.

Operational Framework

Throughout the work of Corby’s thinking was consistently characterized by four

absolutes: the definition of quality is conformance to requirements, the system of quality is
prevention, the performance standard is zero defects and the measurement of quality is the price
of nonconformance. Quality, Crosby emphasized, is neither intangible nor immeasurable. It is a
strategic imperative that can be quantified and put back to work to improve the bottom line.
Acceptable quality or defects levels and traditional quality control measures represent evidence
failure rather than assurance of success. The emphasis, for Corby is on prevention, not inspection
and cure. The goal is to meet the requirements on time and every time. Corby believes that the
prime responsibility for poor quality lies with management sets the tone for the quality initiative
from the top. Corby’s approach to quality is unambiguous. In his view, good, bad, high and low
quality are meaningless concepts, and the meaning of quality is conformance to requirements.
Non-conforming products are ones that management has failed to specify or control. The cost of
non-conformance equals the cost of not doing it right first time, and not rooting out any defects
in processes. Zero defects does not mean that people never make mistakes, but that companies
should not begin with allowance or substandard targets with mistakes as an in-built expectation.
Instead, work should be seen as a series of activities or processes, defined by clear requirements,
carried out to produce identified. There are some quality improvements that Corby’s gave, the
management’s commitment towards quality should be clear to all in the organization and those
outside it. Continuous measurement of processes to determine current and potential issues related
to quality. All employees should be encouraged to set their own quality improvement goals. And
lastly the quality improvement is continuous process. It keeps going. He defined quality as
conformity to set of specifications defined by the management rather than a vague concept of
“goodness”. However, these specifications are set according to the need and wants of the
customer rather than being arbitrarily defined.

Operational Model

It describe on how it work in the future. In which is a view of the operating at a future
point of time. This model is to enable the application of corporate strategy or vision to a business
or operation. This operational model visualizes the future result.

Independent Va r iables Dependent Va r iables

Service Quality:

Tangible

Reliability

Customer Satisfaction
Responsiveness

Assurance

Empathy

Fig.1. The operational model of the study showing the difference/relationship among the variables.
Statement of the Problem

This study aims to determine the service quality and customer satisfaction in Puregold
Balibago in the City of Santa Rosa, Laguna. Specifically, this study will seek to answer the
following sub-questions:

1. What is the service quality in Puregold Balibago in the City of Santa Rosa,
Laguna in terms of?

1.1 Tangible
1.2 Reliability
1.3 Responsiveness
1.4 Assurance
1.5 Empathy

2. What is the level of satisfaction as rated by the customers in Puregold

Balibago in the City of Santa Rosa, Laguna in terms of?

2.1 Tangible
2.2 Reliability
2.3 Responsiveness
2.4 Assurance
2.5 Empathy

3. Is there a significance relationship between the service quality and customer

level of satisfaction as rated by the customers in Puregold Balibago in the City
of Santa Rosa, Laguna?
Statement of Hypothesis

The researchers will test if there is no significant relationship between the service quality
in Puregold Balibago in the City of Santa Rosa and their level of satisfaction as rated by their
customers.

Assumptions of the Study

In conducting this study, the following assumptions, we made. It was assumed that:

1. Quality service may lead to customer satisfaction wherein satisfied customers

are more likely to buy from a supermarket again.
2. Customer satisfaction is based on the service quality of a supermarket and it
will lead to a customer loyalty that can help to attract new customers.

3. Service quality has an influence on customer repurchase intention in the

Puregold Balibago in Santa Rosa City of Laguna.

Scope and limitations

The study aims to determine the Service Quality and Customer satisfaction in Puregold
Balibago in the City of Santa Rosa, Laguna. The target respondent of the study is 50. The
respondents of the study were the customers of Puregold Balibago in Santa Rosa, Laguna. The
study respondents will be the customers of the supermarkets in Santa Rosa, Laguna. The study
would be conducted during the Calendar Year 2020.
Significance of the Study

The researchers believe that the results of this study would have significance to the following:

Supermarket Owners. This study would help the administration of the

supermarket to have a better data that they can consider on creating and
conceptualizing strategies for better service and customer satisfaction.

Supermarket Employees. This study would help the people who are working
under the subject supermarkets in the study providing them the information on
how the strategies that they are using are affecting their service quality and
customers’ behavior especially that they are the ones with direct relationship with
their companies’ customers.

Supermarket Customers. This study would help the supermarket customers

particularly in the area of Santa Rosa City on being informed and aware of the
different marketing strategies used by the supermarket retailers in their area that
could be an additional consideration on their part on their current or future
provider of choice.

Researchers. This study would satisfy the interest as well as enhance their
knowledge in the area of marketing strategies.

Future Researchers. This research could serve as a reference for other

researchers with same field of endeavor.
Definition of Terms

Expectation Theory (also commonly known as Expectancy-Disconfirmation

Theory) is the most widely accepted theory concerning customer satisfaction
processes. The theory holds that satisfaction/dissatisfaction results from a
customer's comparison of performance (of a product or service) with
predetermined standards of performance. (Swamidass P.M.,2015)

Zero Defects Theory states that there is no existence of waste in a project. Waste
refers to anything that is unproductive i.e. processes, tools, and employees etc.
Quality, Crosby emphasized, is neither intangible nor immeasurable. It is a
strategic imperative that can be quantified and put back to work to improve the
bottom line. (Shnmula, 2019)

Customer satisfaction is referred to the application of some procedures to bridge

the gap that exists between the needs and expectations of a client and available
products and services (Linqvist Leonardsen et al., 2016; Sadeh, 2017; Xesfingi &
Vozikis, 2016). According to Parasuraman et al. (1985), customer satisfaction
results from the application of quality services. Many researchers discussed about
the customer satisfaction and attempted to improve its definition.

Operational Model an operating model is both an abstract and visual

representation (model) of how an organization delivers value to its customers or
beneficiaries as well as how an organization actually runs itself.

Perceived service quality assumed to be positively related to profitability, but a

possible trade-off effect between these two phenomena could distort these
relationships. In an exploratory study, measures of perceived service quality,
customer satisfaction and patronage behavior were collected from customers in
four Swedish grocery stores, representing four combinations of profitability and
productivity. Perceived service quality is one of the antecedents to overall
customer satisfaction.
 Chapter II
REVIEW OF RELATED LITERATURE

This chapter presents the literature and studies reviewed which are relevant to the present
research. Key theories and arguments in the literature have been identified from a varied range of
service quality, customer satisfaction, and retail literature. Towards the end of the chapter the
researchers presented a synthesis of the state of the art and gaps in the review presented.

State of the Art

The literature and studies that were reviewed and conducted were found to have bearing
on the present study. This reviewed literature will serve as the bases for the conceptualization of
the study’s research problem, design, and research methodology.

Dimensions of Customer Satisfaction

Furious competition among the banks induces the owners to find out the ways to ensure
the sustainability in the market and to gain competitive advantage even among competition.
Thus, focus towards the customer loyalty has increased more than ever before which drew the
attention of the researchers reroute for the identification of the antecedents of customer loyalty.
In this regard, the relationship between customer satisfaction and trust on customer loyalty has
investigated in the commercial banks of Sri Lanka. The findings revealed a significant positive
correlation between customer trust and loyalty; customer satisfaction and loyalty; and customer
satisfaction and trust. Customer satisfaction has identified as an important influencer on customer
loyalty. Further, customer trust impacted by customer satisfaction which proved that customer
satisfaction is an antecedent of customer trust. Moreover, an indirect relationship between
customer satisfaction and loyalty through customer trust was observed. The future studies may
replicate in other service contexts and comparison of models of government and private banks
will give more understanding.
 The Philippine government encourages consumers to buy locally produced foods to
promote growth and sustainable agriculture. This will provide further economic, environmental
and social benefits to farmers and local areas, leading to more sustainable patterns of
consumption. This qualitative research looks at the views and behavior of consumers in Tacloban
City towards buying foods from public and private supermarkets, focusing on the barriers that
prevent greater uptake local produce. Two separate focus groups (N=28) were conducted.
Content analysis identified five relevant themes in relation to buying foods from public
supermarket and private grocery stores. These were lifestyle, cost, food quality, food choices and
environment. Participants reported buying their foods and food products mostly from the local
public supermarket with the cost, food quality and food choices as factors influencing them to do
so. The main barriers preventing participants from buying from local public supermarkets are the
dirty environment and inconvenience. The results of the study are useful in developing future
strategies for encouraging people to buy more from the local public supermarkets increasing
consumption of local produce.

In addition of using a SERVQUAL survey instrument a study was conducted with

customers from Pick n Pay supermarket stores in Pietermaritzburg, one at Hayfields shopping
Centre and the other one at Capital Centre. A sample of 130 participants was selected from the
store locations. Key findings include confirmation that customers have higher expectations for
service quality in food retail supermarkets than is anticipated. Gap 5, which is a gap between
customers’ Expected Service and customers’ Perceived Service, was identified. This is one of the
few studies which attempted to investigate customers’ expectations of service quality in food
retail supermarkets

However, This study attempts to identify the determinants of customer satisfaction in

major supermarkets in Vietnam. The sample size includes 250 responses collected by convenient
method at supermarkets in Vietnam. The SERVQUAL model is employed and Exploratory
Factors Analysis is utilized as research design. The results confirm that customer satisfaction is
positively influenced by tangibility, empathy, responsiveness, assurance and reliability. The
strongest determinant of customer satisfaction is responsiveness (β=0.261). From these findings,
some recommendations for Vietnamese supermarkets to improve their customer satisfaction were
proposed.
 Furthermore, supermarkets are essential entities in economies globally due to their crucial
function of providing and distributing basic human needs such as food items, consumer goods
and lifestyle products. Intense competition among retailers in Kenya enables customers to easily
switch between supermarkets in their quest to satisfy their dynamic preferences and needs. A
review of various empirical studies shows that extensive research on customer satisfaction and
perceived service quality using SERVQUAL model have been done in service industries like
telecommunication, banking, health care and restaurants, however, a few studies have focused on
supermarkets in Kenya. The study sought to fill this gap and complement current research on
retailing services using SERVQUAL model. Determining perceived service quality and customer
satisfaction of supermarkets in Nairobi County was the main aim of the study. A descriptive
methodology was adopted as the appropriate research design in order to achieve the aim of the
study. The study also applied stratified random sampling technique to divide the target
population of 125 supermarkets into One-branch and Multi-branch strata. Yamane’s formula was
used to obtain a sample size of 52 and 15 numbers of branches from each stratum respectively.
Kothari’s formula was used to obtain a sample size of 384 respondents of which 300 and 84 were
apportioned to the above strata respectively. Every 3rd respondent was selected at the exits of
selected supermarkets in each stratum. To collect primary data a questionnaire that was self-
administered was issued to the selected respondents. Analysis of the primary data collected was
done using percentiles, frequency distribution, means, standard deviation, regression analysis,
correlation analysis and ANOVA. In addition, majority of firms excel in customer interactions
but fails to pay sufficient attention to customer’s comprehensive experience on the buying
procedures and post purchases evaluations. Firms that have perfected customer journeys benefit
enormously in terms of rewards, improved customer satisfaction, condensed churn, amplified
revenues, reduced costs and an improved collaboration across the company. The objective of the
study was to investigate the influence of customer experience on customer preference for the
large supermarket in Nairobi Country. Study utilized primary data as the main source of
information and questionnaires as the key instrument to collect required data. The findings
indicated various patterns of customer journey in various supermarkets highlighting various
similarities. The findings of the study indicated that demographic factors played a significant role
in the results obtained. It was noted that gender factor contributed greatly towards preference of
particular outlet, income, age, and occupational playing a significant contribution towards the
customer experience noted consisted of satisfied, excited shoppers, who had great emotional,
social sentiments during their full shopping period which developed and shaped their experience
like courteous services, enjoyment aspects while shopping, feeling of goodness, good ambience
and self-reputation, recommendation of friends and likelihood to purchase from the same outlet
was highly rated.

Furthermore, the study also noted various preference-oriented factors like convenient,
attractiveness, reliability, fast process of checkout, modern, and existence of good and reputable
brands and competitive prices as key to preference of particular supermarket. The study found
strong relationship between experience and preference. The study indicated that future research
need be undertaken using a case study approach focus on one supermarket to get detailed insights
into the nature of customer experience and preference factors. The study also noted that similar
studies be undertaken in other retail outlets other than large supermarkets, like middle sized and
small sized supermarkets to identify their customers experience and preferences.Customer
expectations management can be very challenging indeed. Your clients and customers will all
have their own expectations of your business or organization and these can be enormously
varied.

Moreover, what’s more, their expectations will change over time, often becoming more
demanding. Today’s customers are more knowledgeable and more critical than ever before. To
meet their expectations businesses and organizations need to understand their changing needs
and demands and they need to have effective strategies in place that will ensure high levels of
customer satisfaction into the future. Ideally, businesses should be anticipating and exceeding
customer expectations before they are even expressed. Customer expectation encompasses
everything that a customer expects from a product, service or organization. Customer
expectations are created in the minds of customers based upon their individual experiences and
what they have learned, combined with their pre-existing experience and knowledge. Customers
will have both explicit and implicit expectations regarding the product or service which they
have purchased. They will have performance expectations which include a dynamic element due
to anticipated changes to the product or service over time. Importantly, they will also have
interpersonal and service-level expectations which relate directly to the customer relationship
and interaction with a business or organization.
 In addition, customer expectation are pre-trial beliefs about a product or service (Olson
&Dover ,1979). In the absence of any information ,prior expectation of service will be
completely diffuse .In reality ,however, customer have many source of information that
lead to expectation about upcoming service encounters with a particular company. These
source include prior exposure to the service, word of mouth, expert opinion, publicity, and
communication controlled by the company (e.g., advertising ,personal selling ,and price ) as well
as prior exposure to competitive services (Zeithaml ,Berry, and Parasuraman ,1993). In the
pre purchase stage, expectation influence consumer decisions on which brand or type of product
or service to buy. During consumption can be effected can be the attitude of service personnel,
other customer and equipment. In the post purchase stage, expectation from the basis of
evaluations of satisfaction.
An organization’s brand image can be as important as the goods or services it
produces. A strong brand image is a powerful asset. A recognized and trusted brand identity
makes people confident that the organization is dependable. Developing a corporate brand is
important because a positive brand image will give consumers, and other interested stakeholders,
confidence about the full range of products and activities associated with a particular company.
Therefore, it was aimed in this study to investigate the relative influence of the brand
image on consumer preferences.

Beyond the growth correlation – if you actively work to increase customer satisfaction, you’re

more likely to see an increase in revenue – there are plenty of other reasons to make it a top priority. Take

word-of-mouth, for example. It matters, especially in the ultra-connected and always-on digital world we

call home. We can instantly share our experience with a brand with thousands of others on social media

and review sites like Yelp.

Moreover with respect. It goes deeper than that, of course, but treating them with respect
at all times goes a very long way in creating happy, satisfied, loyal customers. Have open lines of
communication. Email, phone number, social media profiles, online chat, instant messaging, and
more. Provide the channels they want. Respond to communication – both positive and negative –
in a timely manner. As a rule of thumb, people expect an online answer in well under an hour.
Under-promise and over deliver. say “thank you”.
 Furthermore, train your staff in delivering spectacular customer service. It’s a skill. Don’t
assume your employees have it already. Listen, Respond. Ask for feedback. That’s the
satisfaction loop to create. We could devote an entire post to this subject. Suffice to say, follow
the golden rule: treat others as you’d like to be treated. You may be a business owner, but you’re
also a customer at other times. What do you look for in exceptional customer service? Do that.

Customer satisfaction helps your business achieve business success and a competitive
edge over competitors. Satisfied customers are loyal customers and often provide repeat business,
referrals and word-of-mouth advertising. Higher satisfaction levels increase customer loyalty,
reduce churn and the cost of acquiring new customers. Gainsight’s customer success
management solution gathers information from multiple sources online to create a holistic view
of customer’s usage and their expectations about the product. These insights enable you to
effectively market the most relevant products and services to them. Customer satisfaction is a
critical concept for customer success professionals to understand and live by, and it's actually
about more than a money-back guarantee. In this post, we'll start discussing customer
satisfaction: what it is, and why it's important for your business to start measuring. When it
comes down to it, customer satisfaction is a reflection of how a customer feels about interacting
with your brand. And businesses and brands quantify this positive or negative feeling primarily
using customer satisfaction surveys. These responses can give you an idea of your average level
of customer satisfaction - along with a picture of customer loyalty, which predicts the likelihood
of customer referrals (like the one Trader Joe's got when I first walked into the store).

The widespread belief in the intuitive relationship between quality, customer satisfaction
and economic returns, as well as the growing frustration with attempts to improve quality, serve
to underscore the importance of analytical and empirical work increasing understanding of
customer satisfaction and how it relates to economic returns. Firms that actually achieve high
customer satisfaction also enjoy superior economic returns. Economic returns from improving
customer satisfaction are not immediately realized because efforts to increase current customers'
satisfaction primary affect future purchasing behavior. While it is possible that customer
satisfaction and market share go together, there is growing evidence that this is not always the
case in the short run or a cross-sectional analysis.
Customer satisfaction is critical to retail success. Concentrating on customer satisfaction has
become a major goal in retailing industry, especially in grocery retail. This work examines the
key determinants of customer satisfaction in grocery retailing and measure the link between store
attributes and customer satisfaction. In addition, it aims to find out the effect size of these
determinants on overall customer satisfaction in an emerging market, namely Malaysia. For this
purpose, an extensive dataset from 313 shoppers who had carried out their purchase in different
type of grocery stores has been analyzed. Using Partial Least Squares-SEM (PLS-SEM) analysis
method, we show that three determinants (‘‘monetary value’’, ‘‘service and convenience’’, and
‘‘store quality image’’) have a direct impact on customer satisfaction. However, the weight that
each factor shows is different. Results may help managers of grocery stores in Malaysia to
develop and implement more successful relationship marketing strategies.

However, this study aims to analyze the factors that affect customer loyalty and also
factors that affect customer satisfaction and trust. In addition, it also analyzes the factors of
customer satisfaction and trust as a factor mediation on the relationship in question. Sample
amounted to 270 customer of internet service provider. Primary data were obtained through
questionnaire distribution. Data were analyzed using confirmatory factor analysis (CFA) and
structural equation modeling (SEM). The result showed that 2 exogenous variables significantly
influenced directly to endogenous variables, but also 2 exogenous variables influenced through
endogenous variables mediation (customer satisfaction and trust). The results of research besides
can add to the treasury of research results about consumer behavior, but also that is very
important for ISP management in improving customer loyalty through customer satisfaction and
trust.

Service Quality Dimensions

Service sector in Sri Lanka plays a major role in the economy by contributing more than
55% of the Gross Domestic Production. Especially in under developed countries, they are
encouraging and promoting small business to cater as source of income generation, employment
creation and maximum utilization of resources. The growth and the survival of these small
business depend on one of the important factor; the quality of the service offered. It helps these
businesses to retain and attract customers by fulfilling their expectations. This study focus on
studying the service quality of service providing SMEs and how it will help to gain the
competitive advantage and leads to business performance. This paper contains the theoretical
background derived from the existing literature in order to construct the research framework for
the study.

Furthermore, a constant concern of academic institutions has been to improve the customer
satisfaction in university libraries. The service quality within academic library context is pivotal
for satisfying customers by meeting the customers’ needs to create loyalty amongst customers.
This research uses LibQual to analyze the gap between customer’s perception and expectation,
concerned with the services at the University Sultan Zainal Abidin (UniSZA) Library. There are
six dimensions in service quality; namely general services, search for materials, library
collection, staff, environment and environment, considered for this empirical research. The
purpose of this paper is to 1) know service quality dimensions that satisfy the customers and 2)
to observe the impact of service quality on customer satisfaction. The research methodology is
carried out using a questionnaire survey distributed among 170 samples through simple random
sampling. The data obtained was analyzed by using covariance-based structural equation
modeling and importance-performance analysis. The results suggest that quality of service had a
significant impact on customer satisfaction. Among the service quality dimensions, library
environment and general service were viewed as high importance and strong performance index.
Implication for research and practice resulting from these findings were also discussed.
In today’s era of competitive environment, service quality is the major focus of the
service providers. Past researchers have showed that evaluations of service quality have close
positive relation with customer loyalty and behavioral intentions. In food industry, service
managers have a great focus on generating customer satisfaction and customer loyalty. The focus
of the research was to examine how much is the impact of customer satisfaction in order to
generate customer loyalty and repurchase intentions by continuously improving service quality.
The research intends to study the relationship of four concepts i.e. perceived service quality,
customer satisfaction, loyalty and repurchase intentions.

Now, people will only stay loyal to a company if they have very good reasons to do so.
Otherwise, there are a plenty of competitors available they could choose to move to. As a result,
you have to work even harder to keep customers and build their trust in your brand. By providing
the best in customer service, you will increase trust, and that could mean the difference between
customer loyalty and customer who jumps ship.

In addition, service quality and customer satisfaction are important concepts to grocery industry.
It is therefore important for companies to know how to measure this construct of expectations
and perceptions because consumers’ expectations of service quality are increasing and people are
becoming more and more critical of the quality of service they experience. The service quality
model SERVQUAL is discussed in this study and how it can be applied in the context of grocery
stores. The data in use were gathered from consumers in a southern Swedish town, called Växjö
and the goal was to measure their expectations and perceptions of the services provided to them.
After going through a significant number of articles and literature, the SERVQUAL model was
altered by adding more variables (products, location, and waiting time) to its five dimensions.
The aim was to find out if consumers are satisfied with the services been provided to them by
grocery stores. The following study both synthesizes and builds on the efforts to conceptualize
the effects of quality, satisfaction, and value on consumers’ behavioral intentions. Specifically, it
reports an empirical assessment of a model of service encounters that simultaneously considers
the direct effects of these variables on behavioral intentions. The study builds on recent advances
in services marketing theory and assesses the relationships between the identified constructs
across multiple service industries. Several competing theories are also considered and compared
to the research model. A number of notable findings are reported including the empirical
verification that service quality, service value, and satisfaction may all be directly related to
behavioral intentions when all of these variables are considered collectively. The results further
suggest that the indirect effects of the service quality and value constructs enhanced their impact
on behavioral intentions.
Service quality is known to be based on multiple dimensions (Gronroos, 1984). However,
a review of the service quality studies to date explicitly shows that European scholars have
exerted a great influence on the study of service quality dimensions. That is, the contemporary
discussions on the dimensions of service quality have been initiated by European scholars.
Satisfaction (Hokanson, 1995) is affected by many factors which include friendly employees,
courteous employees, knowledgeable employees, and helpful employees, accuracy of billing,
competitive pricing, service quality, good value and quick service. For purposes of this study, the
researcher concentrate on nine dimensions of customer satisfaction which are Location,
Additional Services, Product Quality, Service Quality, Facilities, Reliability, Process, Value for
Money, Staff and Personnel Service. Furthermore, the nine dimensions also consist of 21
elements which are used in the collection of data and analysis of results. Service quality is
frequently used by both researchers and practitioners to evaluate customer satisfaction. It is
generally accepted that customer satisfaction depends on the quality of the product or service
offered (Anderson and Sullivan 1993). Numerous researchers have emphasized the importance of
service quality perceptions and their relationship with customer satisfaction by applying the
NCSI model. Hsu (2008) proposed an index for online customer satisfaction based on the ACSI
and found that e-service quality was more determinative than other factors (e.g., trust and
perceived value) for customer satisfaction. To deliver superior service quality, an online business
must first understand how customers perceive and evaluate its service quality. This study
developed a basic model for using the TCSI to analyze Taiwan’s tourism factory services.

Yet service quality and services cape was conducted to identify theoretical
background to the problem in the discussion; customer satisfaction and customer loyalty.
Analysis of various services cape and service quality related theories, models could allow
practitioners to see what really works for them so that they can prioritize their service
processes accordingly. In this review the relationship between service strategies (service
quality and services cape) and customer satisfaction, found a significant impact. Most of the
studies have used mostly the 6 items in the SERQUAL model to measure the service quality as;
tangibility, reliability, responsiveness, empathy, assurance and showed their statistical
significance. The researchers could also use the results of these studies as the guidance to explore
various related studies in more detail and improve the accuracy of future service quality, services
cape, customer satisfaction and ultimately the customer loyalty measurement. According to the
reviewed literature, it can be concluded that there is a significant relationship between
service quality, services cape and the customer satisfaction. Industrial development of retail
business in Indonesia was marked by the opening of the entrance to the foreign retailers as
Presidential Decree of the Republic of Indonesia No. 118 of 2000 which has issued a retail
business on the negative list for foreign direct investment (FDI), since that the modern retail
business which is funded by local and foreign capital got increased. This study has discussed
about service quality; tangibles, reliability, empathy, responsiveness, and assurance,
consideration simultaneous influence the consumer loyalty. The research aims to analyze service
quality on customer loyalty in modern retail market: Freshmart Bahu Manado. The main reason
of this study is to reveal how service quality influence customer loyalty in Freshmart Bahu
Manado. The data of this study had collected from consumers (respondents) who have experience
of daily shopping activities in Freshmart Bahu Manado.

Therefore, service quality is a focused evaluation that reflects the customer’s perception
of elements of service such as interaction quality, physical environment quality and outcome
quality (Brady and Cronin, 2001). Service quality has its roots in the business and management
field. Marketers realized that to retain customers, and to support market growth, they must
provide high quality of service (Dabholkar, Shephard, and Thorpe, 2000; Zeithaml, 2002). It is
said that service quality is an important antecedent of consumer assessment of value, which in
turn influences customer satisfaction, which then motivates loyalty (Babakus and Boller, 1992).
According to Zeithaml et al. (1990) service quality is the extent of discrepancy between
customer’s expectations or desires and their perceptions. Furthermore, according to Boone and
Kurtz (1995), service quality refers to the expected perceived quality of service offering. It is a
primary determinant of customer satisfaction or dissatisfaction. Then, Mangold and Babakus
(1991) stated that service quality is the outcome of a process in which consumers’ expectations
for the service are compared with their perceptions of the actual delivered service. The
measurement model of service quality addresses only the dimensions that form objective
measures of the service quality construct. On a broader sense, service quality is an important
construct because it influences consumer behavioral intentions (Cronin, et al., 2000).

Studies in Literature Related to Retailers

The purpose of this paper is the estimation of a production function for retail stores in the
Philippines. A generalized Cobb-Douglas production function is utilized for this purpose.
Ordinary Least Squares is used in obtaining the coefficients for labor and capital. The results
show that the marginal product of labor to be higher than the marginal product of capital and the
hypothesis of constant returns to scale is not rejected. The Philippine retail trade industry carries
a wide array of products such as food, textile and apparel, construction materials, books, office
and household appliances, transport equipment and accessories, drugs, mechanical supplies and
equipment, petroleum products, toys, gifts, and jewelry products. The growing importance of the
retail-trade sector to the Philippine economy is one major factor behind repeated attempts since
1993 to liberalize the sector. In March of 2000, the Retail Trade Liberalization Act of 2000
(Republic Act 8762) was passed into law by the Philippine Congress. This law opened up the
retail trade sector to foreign investment. Table 1 shows that as the Philippine economy grew in
the period 1992 to 2006, the share of retail trade in both Gross Domestic Product (GDP) and
Gross National Product (GNP) has remained at about the same level (between 10-13% of both
GNP and GDP). The average ratio of retail trade gross value added to GNP for the period 1992 to
2006 is approximately 0.112 while the average ratio of retail trade gross value added to GDP for
the period 1992 to 2006 is approximately 0.118. The retail sector grew by an average of 5.8%
from 1981 to 1997 compared to average GDP growth of 2.27% for the same period. In 1997, its
share in the services sector and trade subsector was approximately 25.43 percent and 72.84
percent, respectively (Digal, 2001).
In contrast, starting from a common traditional food retailing system of small shops, wet
markets, and hawkers (as was similarly common in the US, Western Europe, and Japan), a
“supermarket revolution” took off in the early to mid-1990s in developing countries (Reardon et
al. 2003; Reardon and Timmer 2007). The spread of supermarkets has taken place – and
continues to do so – in three waves. The first wave countries experienced supermarket sector
takeoff in the early to mid1990s. These include much of South America and East Asia outside
China and Japan, Northern-Central Europe and the Baltics, and South Africa. These first wave
countries saw supermarket diffusion in a single decade that took some five decades to happen in
the U.S. and the U.K. The second wave countries include Mexico and much of Southeast Asia,
Central America, and Southern-Central Europe. The third wave countries are those where the
supermarket revolution did not take off until the late 1990s or early 2000s; these areas include
parts of Eastern and Southern Africa, some countries in Central and South America, “transition
East Asia” (China and Vietnam), Russia, and India. The modern retail in a subset of the third-
wave countries, especially China, Vietnam, Russia, and India, is growing very quickly, often at
three to four times the rate of their rapidly growing GDPs per capital. Success in the increasingly
competitive and significant Chinese hypermarket sector requires a systematic focus on service
quality. Current measures of hypermarket retail service quality do not adequately capture how the
Chinese customers evaluate their experience. This study describes the development of an
instrument to measure hypermarket service quality suitable for customers socialized to Chinese
culture. Drawing on existing exploratory work, we propose dimensions of Chinese hypermarket
service quality and associated items to measure our proposed construct. Confirmatory factor
analysis, using a second sample, confirms the dimensionality and validity of our proposed scale
with 4 dimensions and 18 items.

Synthesis of Review of Literature

This paper reviews the literature on customer satisfaction and customer loyalty, giving
emphasis on service marketing strategies specially service quality and in store supermarkets. The
purpose of this paper is to reveal available literature related to service strategies on customer
satisfaction and customer loyalty using research papers, online databases, conference articles,
masters or doctoral dissertations and other related published information which are directly
relevant to the said relationship. Further, it provides a comprehensive idea developed on service
strategies on customer satisfaction and customer loyalty from its populated period (2015) to the
date (2019). It was found that how service strategies influence to customer satisfaction and in
turn to customer loyalty. Accordingly, the review results indicate that customer satisfaction
significantly influence as the intervening variable in between the service strategies and customer
loyalty. Also, it shows that both service quality strategies and service scape strategies are
significantly influencing to determine the customer satisfaction.

In addition to literature review of service quality and services cape was conducted to
identify theoretical background to the problem in the discussion; customer satisfaction and
customer loyalty. Analysis of various services cape and service quality related theories, models
could allow practitioners to see what really works for them so that they can prioritize their
service processes accordingly. In this review the relationship between service quality and
customer satisfaction, found a significant impact. Most of the studies have used mostly the 6
items in the SERQUAL model to measure the service quality as; tangibility, reliability,
responsiveness, empathy, assurance and showed their statistical significance. The researchers
could also use the results of these studies as the guidance to explore various related studies in
more detail and improve the accuracy of future service quality, customer satisfaction and
ultimately the customer loyalty measurement. According to the reviewed literature, it can be
concluded that there is a significant relationship between service quality, and the customer
satisfaction.

Gap/s Bridged by the Present Study

From the above review of related literature and studies, the following gaps were
determined:

1. There were no studies yet conducted about the service quality and customer
satisfactions at Puregold Balibago in Santa Rosa City of Laguna, considering
customers of the supermarkets in the city of Santa Rosa as the respondents of the
study.

2. There were no studies yet conducted about the service quality and customer
satisfactions at Puregold Balibago in Santa Rosa City of Laguna, considering the
supermarkets as a place of investigation.

3. There were a few conducted studies which also focused on the subjects of the
research which are the said variables in the city of Santa Rosa, Laguna

In view of the gaps identified, the study determined service quality and customer’s
satisfactions in Puregold Balibago of Santa Rosa, Laguna Philippines.
 CHAPTER III
RESEARCH METHODOLOGY

This section encompasses the research methodology adopted with the aim of establishing
perceptions of service quality and customer satisfactions among shoppers of selected
supermarkets in Santa Rosa City of Laguna. It comprises of the study design, source of data,
study of population, instrumentation and validation, evaluating and scoring, data gathering
procedure, and statistical treatment of data.

Research Design

This study aimed at determining the Service Quality and Customer Satisfaction of Selected

Supermarkets in Santa Rosa City of Laguna, Philippines. This study utilized the quantitative research, it

defined as a systematic investigation of phenomena by gathering quantifiable data and performing

statistical, mathematical, or computational techniques. Quantitative research collects information from

existing and potential customers using sampling methods and sending out online surveys, online polls,

questionnaires, and the results of which can be depicted in the form of numerical. After careful

understanding of these numbers to predict the future of a product or service and make changes

accordingly. Quantitative outcome research is mostly conducted in the social sciences using the statistical

methods used above to collect quantitative data from the research study. In this research method,

researchers and statisticians deploy mathematical frameworks and theories that pertain to the quantity

under question. Quantitative research templates are objective, elaborate, and many times, even

investigational. The results achieved from this research method are logical, statistical, and unbiased. Data

collection happened using a structured method and conducted on larger samples that represent the entire

population.
Source of Data

The study will utilize two sources of data namely; primary and secondary sources. The
primary data were collected by utilizing questionnaire surveys on natural customers of Puregold
Balibago in Santa Rosa City. The secondary sources of data were the articles, books, internet,
journals, and scholarly works that is connected with this study.

Population of the study

This study aims to know the Service Quality and Customer satisfaction in Puregold
Balibago at Santa Rosa, Laguna. The respondents of the study were fifty (50). Random sampling
technique was used in the study. According to Gay and Delhi (1992) (in Hill, 2012), the number
of respondents acceptable for a study depends upon the type of research involve. The researchers
wanted to choose 50 as the respondents of the study so as to make the study more durable.

Instrumentation and Validation

In this research study, self-administered questionnaire will be used as the research

instrument. Self-administered survey is referring to how the respondent answer the question
based on their personal opinion without the guidance of the interviewer. Based on the service
quality dimensions such as tangible, reliability, responsiveness, assurance, and empathy will
have significant influence on customer satisfaction. The researcher will test the research tool to
check their ability to measure what they purport to measure. Ambiguous items will be modified
or discarded, based on the pilot results. Hence, the questionnaire is design based on the objective
of the study which is to determine the service quality and customer satisfaction of Puregold
Balibago in Santa Rosa City of Laguna, Philippines.
Evaluation and Scoring

To determine the level of Level Service Quality and the degree Customers’ Level of
Satisfaction in Puregold Balibago in Santa Rosa City, the following measures will be used:

Assigned Numerical Categorical Responses Interpretations Points

Ranges

1 1.00-1.50 Strongly Agree Very High

2 1.51-2.50 Agree High

3 2.51-3.50 Disagree Low

4 3.51-4.00 Strongly Disagree Very Low

Data Gathering Procedure

The survey questionnaire will be considered as the most appropriate data gathering
instrument for this descriptive research study. The prepared questionnaire will be presented to the
adviser for revision and identifying points to improve in the questionnaire. After the approval, the
researcher secured permission from the concerned officials of Puregold Balibago in the city of
Santa Rosa, Laguna and Ms. Madelene Navallo the Dean of the College Institution. Afterwards,
the researcher informed the concerned regarding the distribution of the instrument.

The researcher is going to visit and ask the respondents to accomplish the survey
questionnaire. The respondents are assured of their privacy and confidentiality of information
about their identities. The questionnaire is completed voluntarily and returned by the respondents
to the researcher. The questionnaire will then be collected, organized, presented, analyze and
interpreted.
Statistical Treatment Data

The following statistical tools will be used in this study:

1. Weighted Mean, will be used to determine the level of satisfaction of the customer in
Puregold Balibago in the City of Santa Rosa, Laguna.

2. Pearson r, used to determine if there is significant relationship between the service

quality and customer satisfaction.
 CHAPTER IV
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter deals with the gathered data that which were analyzed and interpreted for the
better understanding of the study. The framework of the analysis and interpretation is guided by
the problems in Chapter 1.

1. Service Quality of Puregold Balibago as Rated by Customers

Table 1

Service Quality of Puregold Balibago as Rated by Customers in Terms of Reliability

Weighted Rankin
Indicators Interpretation
Mean g

1. When a customer has a problem, the employees will

Very High 2
show sincere interest in solving it. 1.44
(Strongly Agree)
2. The supermarket always ensures good quality of Very High
their products. 1.32 1
(Strongly Agree)
3. The billing is error free 1.96 High (Agree) 5
4. The supermarket has fire-fighting measures 1.64 High (Agree) 3
5. A customer prefers to shop in the supermarket
1.66 High (Agree) 4
because of its product prices
Average Weighted Mean 1.604 High (Agree)

As presented in Table 1, as seen in table 1 indicator 2 which states “The supermarket

always ensures good quality of their products” with a weighted mean of 1.32 (Rank 1)
interpreted as “Very High”; indicator 1 which states “When a customer has a problem, the
employees will show sincere interest in solving it” with a weighted mean of 1.44 (Rank 2)
interpreted as “very High”; indicator 4 which states “The supermarket has fire-fighting
measures” with a weighted mean of 1.64 (Rank 3) interpreted as “High”.
 On the other hand, indicator 5 which states “A customer prefers to shop in the
supermarket because of its product prices” with a weighted mean of 1.66 (Rank 4) interpreted as
“High”; indicator 3 which states “The billing is error free” with a weighted mean of 1.96 (Rank5)
interpreted as “High”.
To sum up, an average weighted mean of 1.604 revealed that the service quality of
Puregold Balibago as rated by the customers in terms of reliability was high. This means that the
supermarket always ensures good quality of their products.
The findings support the study of Denise Faertes (2015) which posits that the importance
of the adoption of business continuity plans is now well recognized by organizations all over the
world. Whatever the business model, organizations are operating in an increasingly global,
complex and risky context. Economic, social, political, technical, environment related events can
interrupt core business. Natural disasters, diseases, terrorist attacks, strikes, financial crises,
unreliable systems, logistics, supply chain failures, as well as unexpected lack of essential
production inputs can severely impact growth and performance. The development of well-
established plans that consider the identification of business interruption risks, the definition of
strategic and tactical plans, proactive management and preparedness to respond should be a goal.
Business Continuity plans consider vital issues to be observed by organizations to assure
production. Reliability and risk assessment methodologies compose powerful tools to support
those plans. With them it is possible to identify potential threats to an organization and their
associated impacts to business operations, and to provide a framework for building
organizational capability for an effective response that safeguards the interests of its key
stakeholders, reputation, brand and value creating activities.
 Table 2
Service Quality of Puregold Balibago as Rated by Customers in terms of Responsiveness

Indicators Weighted Mean Interpretatio Ranking

n
1. The cashier processes the transaction quickly and
1.6 High (Agree) 2
effectively.
2. The employees are always willing to help me 1.64 High (Agree) 3
3. Supermarket has a method in organizing their
1.56 High (Agree) 1
product.
4. The customer care/employees are fast to respond
1.76 High (Agree) 5
even at busy times.
5. Ensure that there is always enough stock in the
1.7 High (Agree) 4
shelves.
Average Weighted Mean 1.652 High (Agree)

As presented in Table 2, as seen in Table 2, indicator 3 which states “Supermarket has a

method in organizing their product” with a weighted mean of 1.56 (Rank 1) interpreted as
“High”; indicator 1 which states “The cashier processes the transaction quickly and effectively”
with a weighted mean of 1.6 (Rank 2) interpreted as “High”; indicator 2 which states “The
employees are always willing to help me” with a weighted mean of 1.64 (Rank 3) interpreted as
“High”.
On the other hand, indicator 5 which states “Ensure that there is always enough stock in
the shelves” with a weighted mean of 1.7 (Rank 4) interpreted as “High”; indicator 4 which
states “The customer care/employees are fast to respond even at busy times” with a weighted
mean of 1.76 (Rank 5) interpreted as “High”.
To sum up, an average weighted mean of 1.652 revealed that the service quality of
Puregold Balibago as rated by the customers in terms of responsiveness was high. This means
that the supermarket has a method in organizing their product.
The findings support the study of Diane Uyoga(2018) which states that customer
responsiveness have conceptualized it as a dimension of service performance or market
orientation where market intelligence is collected and used to meet the wants and needs of
customers or value addition to the service by enhancing relationships. In the contrary, the author
introduces the concept of customer responsiveness, which entails how a customer behaves
towards oneself and the service provider
 Table 3
Service Quality of Puregold Balibago as Rated by Customers in terms of Assurance

Indicators Weighted Mean Interpretation Rankin

g
1. The product choices in the supermarkets are
1.58 High (Agree) 3
fresh and quality.
2. They provide discounts to Senior Citizens and Very High
PWD. 1.36 1.5
(Strongly Agree)
3. Their product are based on the SRP that is Very High
suggested by the DTI. 1.44 2
(Strongly Agree)
4. They assure to exchange every product that is
1.66 High (Agree) 4
defective.
5. This supermarket provides receipt and gives Very High
exact change. 1.36 1.5
(Strongly Agree)
Average Weighted Mean 1.48 Very High
(Strongly Agree)

As presented in Table 3, as seen in Table 3, indicators 2 and 5 which state “They provide
discounts to Senior Citizens and PWD” and “This supermarket provides receipt and gives exact
change” with a weighted mean of 1.36 (Rank 1) interpreted as “Very High”; indicator 3 which
state “Their product are based on the SRP that is suggested by the DTI” with a weighted mean
of 1.44 (Rank 2) interpreted as “Very High”; indicator 1 which state “The product choices in the
supermarkets are fresh and quality” with a weighted mean of 1.58 (Rank 3) interpreted as
“High”.
On the other hand, indicator 4 which states “They assure to exchange every product that
is defective” with a weighted mean of 1.66 (Rank 4) interpreted as “High”.
To sum up, an average weighted mean of 1.48 revealed that the service quality of
Puregold Balibago as rated by the customers in terms of assurance was very high. This means
that they provide discounts to Senior Citizens and PWD and they provide receipt and gives exact
change.
The summary of findings supports the study of Abdulrahman Saad Aldawood and Asia
AL-Otaibi (2019) quality assurance practice impact on customers’ satisfaction as a case study in
International Islamic University Malaysia (IIUM) was studied. The aim was to ensure that
IIUM’s is able to achieve and maintain quality assurance standards. It was accomplished by
monitoring and evaluating various aspects of representative projects, services, and facilities to
ensure application of quality standards. Majority of respondents were satisfied with information
regarding their studies, staff assistance, and effective communication. In general, quality
satisfaction was evident which caused work life balance to be evident in collected data.

Table 4
Service Quality of Puregold Balibago as Rated by Customers in terms of Empathy

Indicators Weighted Interpretatio Rankin

Mean n g
1. The operating hours of this supermarket is convenient Very High
to me. 1.44 (Strongly 1
Agree)
2. Employees in this supermarket help customers with
1.6 High (Agree) 3
packing and pushing the trolleys to the parking lot.
3. Salesperson or retailer remains healthy and friendly
1.68 High (Agree) 5
relation with me.
4. The salesperson or employees of this supermarket
1.66 High (Agree) 4
gives individualized attention to their customers.
5. This supermarket understands the needs of its Very High
customers. 1.48 (Strongly 2
Agree)
Average Weighted Mean 1.572 High (Agree)

As presented in Table 4, as seen in Table 4, indicator 1 which states “The operating hours
of this supermarket is convenient to me” with a weighted mean of 1.44 (Rank1) interpreted as
“Very High” ; indicator 5 which states “This supermarket understand the needs of its customers”
with a weighted mean of 1.48 (Rank 2) interpreted as “Very High”; indicator 2 which states
“Employees in this supermarket help customers with packing and pushing the trolleys to the
parking lot” with a weighted mean of 1.6 (Rank 3) interpreted as “High”.
On the other hand, indicator 4 which states “The salesperson or employees of this
supermarket gives individualized attention to their customers” with a weighted mean of 1.66
(Rank 4) interpreted as “High”; indicator 3 which states “Salesperson or retailer remains healthy
and friendly relation with me” with a weighted mean of 1.68 (Rank 5) interpreted as “High”.
 To sum up, an average weighted mean of 1.572 revealed that the service quality of
Puregold Balibago as rated by the customers in terms of empathy was high. This means that The
operating hours of this supermarket is convenient to the customers.
The summary of findings support the study of Waseem Bahadur(2018) which posits that as a
well-thought-out notion in the relationship marketing literature, empathy is considered as a
significant variable for individual consideration among persons (Jones & Shandiz, 2015; Lee et
al., 2011; Markovic et al., 2015). Particularly in the literature concerning service, empathy is
regarded as an essential element for fruitful employee and customer communications that
commonly lead to altruistic motivation and pro-social and altruistic behavior (Aksoy, 2013;
Daniels et al., 2014; Itani & Inyang, 2015). Empathy is defined as “a person’s ability to sense
another’s thoughts, feelings, and experiences, to share other’s emotional experience, and to react
to the observed experiences of another person”
Table 5
Service Quality of Puregold Balibago as Rated by Customers in terms of Tangible

Weighted Rankin
Indicators Interpretation
Mean g
1. The supermarket has a modern layout and equipment of
1.64 High (Agree) 4
high standards.
2. Employees are formally dressed and presentable. Very High
1.4 (Strongly 1
Agree)
3. This supermarket has a very appealing ambience. 1.76 High (Agree) 5
4. The items in this supermarket are easy to find. 1.52 High (Agree) 2
5. There are display boards with directions to find my
1.62 High (Agree) 3
product.
Average Weighted Mean 1.588 High (Agree)

As presented in Table 5, as seen in Table 5, indicator 2 which states “Employees are formally
dressed and presentable” with a weighted mean of 1.4 (Rank 1) interpreted as “Very High”; indicator 4
which states “The items in this supermarket are easy to find” with a weighted mean of 1.52 (Rank 2)
interpreted as “High”; indicator 5 which states “There are display boards with directions to find my
product” with a weighted mean of 1.62 (Rank 3) interpreted as “High”.

On the other hand, indicator 1 which states “The supermarket has a modern layout and equipment
of high standards” with a weighted mean of 1.64 (Rank 4) interpreted as “High”; indicator 3 which states
“This supermarket has a very appealing ambience” with a weighted mean of 1.76 (Rank 5) interpreted as
“High”.

To sum up, an average weighted mean of 1.588 revealed that the service quality of
Puregold Balibago as rated by the customers in terms of tangible was high. This means that the
employees of this supermarket are formally dressed and presentable.

The summary of findings supports the study of Utid Tamwatin(2015) which states that Achieving success
in the hospitality industry has been linked to customer loyalty and satisfaction through higher quality of
services provided to the customers. However, support for the effect of tangible and inta All the
hypotheses were proven and the findings confirm that tangibles and intangible services influence
customer satisfaction significantly and all of these jointly influence customer loyalty. ngible service
quality on customer satisfaction and loyalty in Thai hotels is scant.

Table 6

Summary of Service Quality in Puregold Balibago as Rated by Customers

Indicators Weighted Mean Interpretation Rank

Reliability 1.604 High (Agree) 4

Responsiveness 1.652 High (Agree) 5
Assurance 1.48 Very High (Strongly Agree) 1
Empathy 1.572 High (Agree) 2
Tangible 1.588 High (Agree) 3
Overall Weighted Mean 1.5792 High (Agree)

As presented in Table 6, the service quality of Puregold Balibago as rated of customers in terms
of assurance with a weighted mean of 1.48 (Rank1) interpreted as “Very High”; empathy got 1.572
weighted mean (Rank 2) interpreted as “High”; tangible got 1.588 weighted mean (Rank 3) interpreted as
“High”; reliability got 1.694 weighted mean (Ran 4) interpreted as “High” and responsiveness got a
weighted mean od 1.652 (Rank 5) interpreted as “High”. Overall weighted mean for the service quality of
Puregold Balibago as rated of customer was 1.5792 interpreted as “High”

2. Customers’ Level of Satisfaction of Puregold Balibago as Rated by Customers

Table 7
 Customers’ Level of Satisfaction in Puregold BalibagoAs Rated by Customers

Indicators Weighted Interpretation Rankin

Mean g
1. I am satisfied with this supermarket’s parking area. 1.84 High (Agree) 8
2. I am satisfied with all the prices of the products of
1.68 High (Agree) 4.5
this supermarket
3. I am satisfied with the quality of products of this
1.58 High (Agree) 2
supermarket.
4. I am satisfied with employees’ knowledge about a
1.76 High (Agree) 7
particular shopping situation.
5. I am satisfied with the responsiveness of the
1.72 High (Agree) 6
employees
6. I am satisfied with this supermarket’s parking area. 1.9 High (Agree) 9
7. In general, I am satisfied with this supermarket. 1.56 High (Agree) 1
8. I am satisfied with the employees courteousness. 1.7 High (Agree) 5
9. I am satisfied that this supermarket does something
1.68 High (Agree) 4.5
that they have promised to do so.
10. I am satisfied with the overall service of this
1.62 High (Agree) 3
supermarket.
Average Weighted Mean 1.704 High (Agree)

As presented in Table 7, customers’ level of satisfaction in Puregold Balibago as rated by

customers was “High” with an average weighted mean of 1.704. As seen in Table 7, indicator 7 which
states “In general, I am satisfied with this supermarket” with a weighted mean of 1.56 (Rank 1)
interpreted as “High”; indicator 3 which states “I am satisfied with the quality of products of this
supermarket” with a weighted mean of 1.58 (Rank 2) interpreted as “High”; indicator 10 which states “I
am satisfied with the overall service of this supermarket” with a weighted mean of 1.62 (Rank 3)
interpreted as “High”.

On the other hand indicator 4 which states “I am satisfied with employees’ knowledge about a particular
shopping situation” with a weighted mean of 1.76 (Rank 7) interpreted as “High”; indicator 1 which state
“I am satisfied with this supermarket’s parking area” with a weighted mean of 1.84 (Rank 8) interpreted
as “High”; indicator 6 which state “I am satisfied with this supermarket’s parking area” with a weighted
mean of 1.9 (Rank 9) interpreted as “High”.

To sum up, an average weighted mean of 1.704 revealed that the service quality of Puregold
Balibago as rated by the customers in terms of customer satisfaction was high. This means that generally
the customers of Puregold Balibago are satisfied.
 The summary of findings support the study of Kabu Khadka & Soniya Maharjan(2017) which
posits that every business organization`s success depends on the satisfaction of the customers. Whenever
a business is about to start, customers always come “first” and then the profit. Those companies that are
succeeding to satisfy the customers fully will remain in the top position in a market. Today’s business
company has known that customer satisfaction is the key component for the success of the business and at
the same time it plays a vital role to expand the market value. In general, customers are those people who
buy goods and services from the market or business that meet their needs and wants. Customers purchase
products to meet their expectations in terms of money. Therefore, companies should determine their
pricing with the quality of the product that attracts the customer and maintains the long-term affiliation.

3. Relationship Between The Service Quality In Puregold Balibago In The City Of Santa Rosa

And Their Level Of Satisfaction

Table 8

Relationship Between The Service Quality In Puregold Balibago In The City Of Santa Rosa And

Their Level Of Satisfaction

Computed r
Indicator Interpretation of r p-value Decision Verbal Interpretation of Decision
value
Moderate Positive Reject Null There is a significant relationship between the
Reliability 0.613187037 0.000003
Correlation Hypothesis service quality and their level of satisfaction
Moderate Positive Reject Null There is a significant relationship between the
Responsiveness 0.563931394 0.000025
Correlation Hypothesis service quality and their level of satisfaction
Low Positive Reject Null There is a significant relationship between the
Assurance 0.473125623 0.000597
Correlation Hypothesis service quality and their level of satisfaction
Moderate Positive Reject Null There is a significant relationship between the
Empathy 0.623403375 0.000002
Correlation Hypothesis service quality and their level of satisfaction
 High Positive Reject Null There is a significant relationship between the
Tangible 0.71087834 0.000001
Correlation Hypothesis service quality and their level of satisfaction
0.01 level of significance

As shown in the table 8, for the relationship between the service quality in Puregold Balibago in

the city of Santa Rosa and their level of satisfaction in terms of reliability, responsiveness, assurance,

empathy and tangible, Computed value of r values 0.613, 0.563, 0.473, 0.623, and 0.710 were obtained.

All p-values obtained were lower than the 0.01 level of significance which showed that there is a

significant relationship between the service quality and customer satisfaction of Puregold Balibago in

terms of reliability, responsiveness, assurance, empathy, and tangible. The higher the service quality of a

supermarket, the higher is the customer’s level of satisfaction of Puregold Balibago in the City of Santa

Rosa Laguna.

CHAPTER V
SUMMARY, FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

This chapter presented the summary, findings, and conclusions taken from the results of the study.

It also provides recommendations drawn from the conclusions which are deemed important.

This study aimed to determine the relationship between the service quality and customer

satisfaction of Puregold Balibago in the City of Santa Rosa Laguna. The researchers of this study used

the gap analysis to determine perceptions of quality of service and customer satisfaction in Puregold

Balibago in Santa Rosa City of Laguna. However, customer satisfaction is defined as a measurement that

determines how happy customers are with a company’s products, services, and capabilities. Customer

satisfaction information, including surveys and ratings, can help a company determine how to best

improve or changes its products and services. (ASQ, 2020).

 This study aimed to determine the relationship between the service quality and customer

satisfaction of Puregold Balibago in the City of Santa Rosa Laguna, this sought answers to the following

sub-problems;

1. What is the service quality in Puregold Balibago in the City of Santa Rosa,
Laguna in terms of?

1.1 Tangible
1.2 Reliability
1.3 Responsiveness
1.4 Assurance
1.5 Empathy

2. What is the level of satisfaction as rated by the customers in Puregold

Balibago in the City of Santa Rosa, Laguna in terms of?

2.1 Tangible
2.2 Reliability
2.3 Responsiveness
2.4 Assurance
2.5 Empathy

3. Is there a significance relationship between the service quality and customer

level of satisfaction as rated by the customers in Puregold Balibago in the City
of Santa Rosa, Laguna?
Summary of Findings

The data were analyzed and the following were formulated in accordance with the specific

questions given under the statement of the problem:

1. Level of Service Quality

The findings revealed that an average weighted mean of 1.604 revealed that the service quality

rated by customers in terms of reliability was high. With an average weighted mean of 1.652 revealed that

the service quality as rated by the customers in terms of responsiveness was high. With an average

weighted mean of 1.48 revealed that the service quality as rated by the customers in terms of assurance

was very high. The service quality of Puregold Balibago with an average weighted mean of 1.572

revealed that the service quality of as rated by the customers in terms of empathy was high. And with an

average weighted mean of 1.588 revealed that the service quality of as rated by the customers in terms of

tangible was high.

2. Level of Customer Satisfaction

The findings showed that an average weighted mean of 1.704 revealed that the service quality of

Puregold Balibago as rated by the customers in terms of customer satisfaction was high. This means that

generally the customers of Puregold Balibago are satisfied.

3. Relationship Between The Service Quality In Puregold Balibago In The City Of Santa Rosa

And Their Level Of Satisfaction

The findings of this study revealed that the relationship the service quality in Puregold Balibago

in terms of reliability, responsiveness, assurance, empathy, and tangible and their level of satisfaction.

Computed value of r values 0.613, 0.563, 0.473, 0.623, and 0.710 were obtained. All p-values obtained
were lower than the 0.01 level of significance which showed that there is a significant relationship

between the service quality and customer satisfaction of Puregold Balibago in terms of reliability,

responsiveness, assurance, empathy, and tangible. The higher the service quality of a supermarket, the

higher is the customer’s level of satisfaction.

Conclusions

From the summarized findings, the following conclusions were drawn:

1. The level of service quality of Puregold Balibago in terms of reliability, responsiveness,

assurance, empathy, and tangible was high.

2. The level of customer satisfaction of Puregold Balibago was high.

3. The higher the service quality of a supermarket, the higher is the customer’s level of satisfaction.

Recommendations

1. Puregold Balibago should make their billing more convenient with less errors.

2. The customer care/employees of Puregold Balibago should consider their employees to become

more flexible to respond even at busy times to their customers.

3. Puregold Balibago must assure to exchange every product that is defective.

4. The employees of Puregold Balibago must improve their healthy and friendly relation with their

customers.

5. Puregold Balibago must consider improving their appealing ambience as for the perspectives of

their customers for them to enjoy shopping in their supermarket.

6. The owner of Puregold Balibago must include provide additional parking lots which can

accommodate a big number of customers.

 7. The future researchers may duplicate the study considering other variables the present

investigation considering other factors such as modern marketing strategies that can gain the

customer satisfaction and loyalty which are applicable in their present time.

Bibliography
Aggarwal', P. J. (2017). The Effect Percieved Service uality on Customer Satisfaction and
Customer Loyalty in Organised Retail Chains.

Al-Msallam, S. (2018). Al-MsaThe Effects of Customer Expectation and Perceived Service

Quality on Customer Satisfaction. International Journal of Business and Management
Invention.

AL-Otaibi, A. S. (2019). Quality Assurance Practice Impact on Customers’ Satisfaction:.

Malaysia: International Islamic University.

Anderson, E. D. (2018). Customer Satisfaction, Market Share, and Profitabilty. Colombia

Business School.

Asyraf Afthanorhan*, Z. A. (2019). Assessing the effects of service quality on customer

satisfaction. Universiti Sultan Zainal Abidin (UniSZA), Malaysia: Faculty of Economics
and Management Sciences.

Asyraf Afthanorhan, Z. A. (2019). Assessing the effects of service quality on customer

satisfaction. . Universiti Sultan Zainal Abidin (UniSZA), Malaysia: Faculty of Economics
and Management Sciences.
 Bahadur, W. (2018). Effect of employee empathy on customer satisfaction and loyalty during
employee–customer interactions: The mediating role of customer affective commitment and
perceived service quality.

Bakator, M. &. (2016). Analysis of Consumer Behavior and Marketing Strategy Improvement.

Bernazzani, S. (2019). What is Customer Satisfaction? HubSpot Service Blog.

Carman, J. (2019). Consumer perceptions of service quality: an assessment of the SERVQUAL

dimensions.

Cronin Jr, J. (2019). Cronin Jr,Assessing the effects of quality, value, and customer satisfaction
on consumer behavioral intentions in service environments. College of Business,
Tallahassee, FL 32306-1110, USA.: Florida State University.

Cuong Nguyen, T. D. (2018). Assessing the Determinants ofCustomer Satisfaction in Major

Supermarkets in Vietnam. FPT University Ho Chi Minh city Campus, Viet Nam: FPT University,
Viet Nam.

Dheepa T., &. K. (2015). Customers’ perceived quality of departmental stores; An empirical
investigation. International Journal of Management Research & Review.

Evi Asmayadi, S. H. (2015). The Impact of Srvice Quality and Product Quality towards
Customer Loyalty through Emotionals and Functional Values in Traditional Markets in
Pontianak. Indonesia.

EXPECTATION THEORY. (2015). Springer, Boston, MA: Swamidass P.M. (eds) Encyclopedia of
Production and Manufacturing Management.

Faertes, D. (2015). Reliability of Supply Chains and Business Continuity. Petrobras,

Av.Republica do Chile, 330, 8th floor, Rio de janeiro, Brazil,: Procedia Computer Science
55.

Fripp, G. (2018). Fripp, The Marketing Study Guide. Prepared by marketing lecture, designed
for university-level student.

Işık, A. &. (2015). Effects of Brand on Consumer Preferences: A study in Turkmenistan.

Eurasian Journal of Business and Economics. .

Kibuchi, M. &. (2015). An analysis of challenges facing major supermarkets that emanate from
the changing environment: A case of Kenyan Large cities.

Králová, P. S. (2019). Customer satisfaction, loyalty, knowledge and competitiveness in the food
industry. Economic Research.
Králová, P. S. (2019). Petr Suchánek Customer satisfaction, loyalty, knowledge and
competitiveness in the food industry. Economic Research.

L., S. J. (n.d.). Phil Crosby’s legacy. Quality.

Lane, C. (2019). The Marketing Customer Satisfaction. United Kingdom.

Leninkumar, V. (2017). The Relationship between Customer Satisfaction and. Eastern University,
Sri Lanka: Trincomalee Campus.

Maharjan, K. K. (2017). CUSTOMER SATISFACTION AND CUSTOMER LOYALTY.

CENTRIA UNIVERSITY OF APPLIED SCIENCES.

Mcwabe, D. M. (2015). CUSTOMERS’ EXPECTATIONS AND PERCEPTIONS OF SERVICE.

Pietermaritzbur: School of Management, University of KwaZulu Natal.

Mohammed Al-Ali, N. E. (2015). Key Determinants of Customer Satisfaction: Evidence from

Malaysia Grocery Stores.

Mukhlis Yunus, M. I. (2018). The Role of Customer Satisfaction and Trust as Mediation on the
Influence of Service Quality and Corporate Image to Customer Loyalty.

Niklas, K. (2019). #4 The Innovation Operating Model, Medium.

Nzuve, B. M. (2018). Influence of Customer Experience on Consumer Preference of Large

Supoermarkets in Nairobi. Nairobi County: School of Business, University of Nairobi.

Owuor, V. &. (2014). Factors affecting customer satisfaction in retail chains in Kenya.
International Journal of Business and Law Research.

Pangeman, D. (2015). Analyzing Service Quality on Customer Loyalty in Freshmart in Bhu

Mnado.

Panteloukas, A. &. (2019). A review of Perceived Service Quality: An empirical investigation of

grocery stores’ customers in Växjö. Sweden.

Patalinghug, J. C. (2019). ESTIMATION OF A PRODUCTION FUNCTION FOR PHILIPPINE.

Southern Connecticut State University, USA: Department of Economics and Finance.

Patel, N. (2018). The Benefits and Importance of Customer Satisfaction. How to Treat Customers
and Provide Them a Good Service? Are Customer Satisfaction Surveys Useful? The co-
founder of NP Digital and Subscribers.

Pet Anthony L. Pascual*1, N. C. (2019). UNDERSTANDING CONSUMER BUYING

BEHAVIOURS TOWARDS PUBLIC MARKETS AND GROCERY STORES IN
TACLOBAN CITY, PHILIPPINES. Leyte Normal University,Tacloban City,Philippines:
College of Management and Entrepreneurshi.
Romo, G. D. (2019). The Transformation of Food Retail in the Philippines.

Salmon, S. (2017). Effects of Perceived Service Quality on Cutomer Loyalty and Repurchse
Intentions. German National Library.

Sharma, S. (2018). Importance of Customer Service in Sales of Goods.

Simplilearn (2020).The Concept of Zero Defects in Quality Management

Sivapalan, A. a. (2017). Sivapalan, A. An application of retailing service quality practices

influencing customer loyalty toward retailers. Marketing Intelligence & Planning.

Tamwatin, U. (2015). The effect of tangible and intangible service quality on customer
satisfaction and customer loyalty: A SEM approach towards a five-star hotel in Thailand.
Global Business Advancement.

Toili, R. N. (2017). Perceived Service Quality and customer Satisfaction of Supermarket in

Nairobi County. Nairobi County: University of Nairobi.

Uyoga, D. (2018). Relationship between Customer Responsiveness, Service Performance and

Satisfaction among Airline Passengers in Kenya. Kenya: Conference: Academy for
Global Business Advancement, 14th Annual World Congress.

Vasanthakumar Kumaradeepan, P. M. (2015). Service Strategies for Customer Satisfaction and

Customer Loyalty in Store Supermarkets.

W.A.D.S.WIJETUNGE. (2016). Service Quality, Competitive Advantage and Business.

University of Kelaniya, Sri Lanka: Department of Commerce and Financial Management,
Faculty of Commerce and Management Studies.

Yu-Cheng Lee, Y.-C. W.-C.-F.-H.-B. (2016). An Empirical Reasearch on Customer Satisfaction

study: A consideration of Different levels of Performance.

Yung-Tai Tang, J. O.-T.-W.-H. (2015). Toward Measure of Chinese hypermarket retail service
quality.
 Appendix A: Sample Questionnaire

SURVEY QUESTIONNAIRE

Supermarket Attended: ____________________________________________________

SERVICE QUALITY AND CUSTOMER SATISFACTION IN PUREGOLD

BALIBAGO IN THE CITY OF SANTA ROSA LAGUNA

Part I. The service quality of the supermarkets as rated by the customers of the
Supermarket

Directions: Below are the statements about the service quality of the supermarkets as rated by
the customers. Please indicate your agreement by putting a check (/) mark on the box that
corresponds to your honest answer. Use the Scale below as your guide.

Options: 1 = Strongly Agree (SA) 2 = Agree (A) 3 = Disagree (D) 4 = Strongly Disagree (SD)

Indicators SA A D SD
(1) (2) (3) (4)
RELIABILITY

1. When a customer has a problem, the employees will

 show sincere interest in solving it.
2. The supermarket always ensures good quality of their
products.
3. The billing is error free
4. The supermarket has fire-fighting measures

5. A customer prefers to shop in the supermarket because

of its product prices

Indicators SA A D SD
(1) (2) (3) (4)

RESPONSIVENESS

1. The cashier processes the transaction quickly and

effectively.

2. The employees are always willing to help me

3. Supermarket has a method in organizing their product.

4. The customer care/employees are fast to respond even at

busy times.
5. Ensure that there is always enough stock in the shelves.

Indicators SA A D SD
(1) (2) (3) (4)
ASSURANCE

1. The product choices in the supermarkets are fresh and

quality
2. They provide discounts to Senior Citizens and
PWD.
3. Their product are based on the SRP that is
suggested by the DTI.
4. They assure to exchange every product that is defective.
5. This supermarket provides receipt and gives exact
change.
 Indicators SA A D SD
(1) (2) (3) (4)
EMPATHY

1. The operating hours of this supermarket is convenient

to me.
2. Employees in this supermarket help customers with
packing and pushing the trolleys to the parking lot.
3. Salesperson or retailer remains healthy and friendly
relation with me.
4. The salesperson or employees of this supermarket gives
individualized attention to their customers.
5. This supermarket understand the needs of its
customers

Indicators SA A D SD
(1) (2) (3) (4)
TANGIBLE

1. The supermarket has a modern layout and equipment of

high standards.
2. Employees are formally dressed and presentable.
3. This supermarket has a very appealing ambience.
4. The items in this supermarket are easy to find.
5. There are display boards with directions to find my
product.

Part II. The Level of Customer Satisfaction

Directions: Below are the statements about the customer satisfaction as rated by the customers.
Please indicate your agreement by putting a check (/) mark on the box that corresponds to your
honest answer. Use the Scale below as your guide.

Options: 1 = Strongly Agree (SA) 2 = Agree (A) 3 = Disagree (D) 4 = Strongly Disagree (SD)

SA A D SD
(1) (2) (3) (4)
1. I am satisfied with this supermarket’s parking area.

2. I am satisfied with all the prices of the products of

this supermarket
3. I am satisfied with the quality of products of this
 supermarket.
4. I am satisfied with employees’ knowledge about a
particular shopping situation.
5. I am satisfied with the responsiveness of the
employees
6. I am satisfied with this supermarket’s parking area.

7. In general, I am satisfied with this supermarket.

8. I am satisfied with the employees courteousness.

9. I am satisfied that this supermarket does something that
they have promised to do so.

10. I am satisfied with the overall service of this

supermarket.
CURRICULUM VITAE
SANCHEZ, ERIKA JOY Medrano

Address: South Hampton, Brgy. Balibago,

Santa Rosa, Laguna 4026
E-mail: ekasanchez23@gmail.com
Mobile: 0920-393-5310

Personal Information
Date of Birth: September 23, 2000
Place of Birth: Talaga Proper, Mabini, Batangas
Age: 20 years old
Gender: Female
Height: 4’11”
Weight: 47kg
Civil Status: Single
Religion: Roman Catholic
Citizenship: Filipino
Mother’s name: Sofia Sanchez
Occupation: Government Employee
Father’s name: Edwin Sanchez
Occupation: Jeepney Driver

Educational Attainment

Tertiary : STI Colleges

Balibago Complex, Santa Rosa, Laguna
2018-Present

Senior High : Speaker Eugenio Perez National Agricultural School

Roxas Blvd. San Carlos City, Pangasinan
2016-2018

Secondary : Speaker Eugenio Perez National Agricultural School

Roxas Blvd. San Carlos City, Pangasinan
2012-2018

Primary : Central I Elementary School

Roxas Blvd. San Carlos City Pangasinan
2006- 2012

Character References
Rolluque, Naneth
Business Woman
0946-810-6685

Objective Career

To have an active participation on your firm in ways that would enable me to apply my
knowledge and skills and to gain opportunity for professional development and career growth.
PADAYAO, MENLY PESIMO
Address: Blk 46 Lot 53 Phase 1C San Lorenzo
South Brgy. Malitlit, Santa Rosa, Laguna 4026
E-mail: iammenlypadayao@gmail.com
Mobile: 0935-424-0421

Personal Information

Date of Birth: April 22, 1999

Place of Birth: Alabang, Muntinlupa
Age: 21 years old
Gender: Female
Height: 5’7”
Weight: 49kg
Civil Status: Single
Religion: Roman Catholic
Citizenship: Filipino
Mother’s name: Mylene Padayao
Occupation: Housewife

Educational Attainment

Tertiary : STI College of SantaRosa

Balibago Complex, Santa Rosa City of Laguna
2016 - Present

Senior High : STI College of Santa Rosa

Balibago Complex, Santa Rosa City of Laguna
2016-2018

Secondary : Saint Ruiz Montessori School

Blk 44 San Lorenzo South, Brgy. Malitlit,
Santa Rosa City of Laguna
2012-2015

Primary : Dita Elementary School

Brgy. Dita, Santa Rosa City of Laguna
2006-2011

Character References
Dela Cruz Tongko, Christian
College Professor

Objective Career

To build a career that offers challenge and growth with opportunities where I can enhance my
knowledge as a career person while utilizing my skills and contributing with all my best to the
organization I work for.

TUNAY, MEREROSE SISON

Address: Blk. 4 Lot 16 Phase 1 Howard Village
Brgy. Tagapo, Santa Rosa, Laguna 4026
Email: tunaymererose07@gmail.com
Mobile: 0945-174-4484

Personal Information
Date of Birth: October 7, 1999
Place of Birth: Binan City, Laguna
Age: 21 years old
Gender: Female
Height: 5’4”
Weight: 49kg
Civil Status: Single
Religion: Roman Catholic
Citizenship: Filipino
Mother’s name: Meredith S. Tunay
Occupation: OFW (Secretary)

Educational Attainment
Tertiary : STI College of SantaRosa
Balibago Complex, Santa Rosa City of Laguna
2016 - Present

Senior High : STI College of Santa Rosa

Balibago Complex, Santa Rosa City of Laguna
2016-2018

Secondary : Saint Michael College of Laguna

Brgy. Platero Binan City Laguna
2012-2015

Primary : Platero Elementary School

Brgy. Platero, Binan City Laguna
2006-2011
 Character References

Dela Cruz Tongko, Christian

College Professor

Objective Career

I am looking for an opportunity to connect myself with an organization that provides a

demanding job to demonstrate inventive skill and industrious work, and I want to excel in this
field with hard work, perseverance and dedication.

SOLOMON, TYRON JAY MACANDILI

 Adress: 677. Felix Reyes St. Brgy. Balibago, Santa Rosa Laguna
Email: TyronJaySolomon@Gmail.com
Mobile: 09611940437

Personal Information
Date of Birth: November 4, 2000
Place of Birth: Santa Rosa, Laguna
Age: 19
Gender: Male
Height: 6’0”
Weight: 100kg
Civil Status: Single
Religion: Roman Catholic
Citizenship: Filipino
Mother’s name: Amada Solomon
Occupation: Housewife
Father’s name: Nolasco Solomon
Occupation: Driver

Educational Attainment

Tertiary : STI College Santa Rosa

Balibago Complex, Santa Rosa Laguna
2018-Present

Senior High : STI College Santa Rosa

Balibago Complex, Santa Rosa Laguna
2016-2018

Secondary : Balibago National High School

Nia Rd. Brgy. Balibago, Santa Rosa Laguna
2012-2015

Primary : Balibago Elementary School

Purok 4, Brgy. Balibago Santa Rosa Laguna
2006-2011

Character References
Arvin Sanchez
09958975043

Objective Career
To gain more knowledge about life and to have an additional skills to share to every person that I
will work with.