CHAPTER 4

METHODOLOGY

This chapter will discuss the procedure and the specific steps that the
researcher has done in conducting the study. To have a more profound
comprehension, the researcher divided the components into portions that
include research design, population and study locale, sample size, sampling
technique, respondent's demographics, research instrument, the procedure of
data gathering, statistical treatment of data, and ethical consideration.

RESEARCH DESIGN

Descriptive research approach was used in the study to unveil new ideas
and knowledge. Descriptive research will be use to describe the relationship
between the bank's digitalization and customer satisfaction and efficiency. The
researchers are investigating how a certain individual responds during the
adaptation of digitalized bank in Philippine Financial System. This is also a
cross-sectional study as this study is a type of research design in which the
researchers collect many different individuals at a single point in time. The
researchers also observe variables without influencing them. It was applied to
complement the descriptive research and further obtain new information on
the effects of bank’s digitalization to the mentioned variables and how it
affects customers and the bank.

POPULATION AND SAMPLE

The researchers used a purposive sampling procedure. Purposive

sampling uses expert judgment to select participants that are representative of
the population and it is most appropriate for the selection often from a limited
geographic area. The researchers used this sampling because there are
certain characteristics that they considered in choosing the respondents in
which the respondents had experienced having digitalized banks using the
universal banks and are living around the Manila area.
 Furthermore, according to the 2020 Census of Population and Housing
(2020 CPH) the total population of the City of Manila reached to 1,846,513.
The researcher used 95% confidence level and 10% margin of error to arrive
at the number of respondents. Base on that statistics, the researchers use
slovins formula to compute and to determine the specific sample size needed
in the study and it resulted one hundred (100) respondents. They were given
a chance to answer the following questions prepared by the researchers.

Sample size and sampling technique

SLOVIN’S FORMULA

Given:

N= 1,846,513(total population living around the Manila area)

e= 0.10 (margin of error)

n=?

Solution: n = N/(1+Ne2)

n= 1,846,513/ 1 + 1,846,513 (0.10) 2

n= 1,846,513/ 1 + 1,846,513 (0.01)

n= 1,846,513/ 1 + 18,465.13

n= 1,846,513/ 18,465.13

n= 99.99

n= 100 (Sample Size)

Respondents who have internet access were invited to participate in

answering the online questionnaire since the researcher used google forms in
gathering the data.
RESEARCH INSTRUMENT

The instrument is a 30-item Likert type questionnaire which is divided into

sub-factors. It is reliable as evidenced by .73 Cronbach’s Alpha. Also, the
informed consent form provided participants with sufficient and detailed
information on the study so that they can make voluntary and rational
decisions before participating. It entails the purpose of the study, expected
duration, procedures of the study, information on their right to declare or
withdraw, potential risks, discomfort or adverse effects, prospective research
benefits, and who to contact for questions.

Table 1: Respondents (sample)

Respondent Age Years of using

Characteristics digital banks Total

Male 18-30 2-5 years 50

30 – 50 above
Female 1-15 years 50

Total 14-60 1-15 years 100

The research study will be validated and assessed by the Dean of the
department, from trusted institutions and a Basic education faculty member as
a statistician.

DATA GATHERING PROCEDURE

a) Before accessing the respondents. The researchers will send a request

for the permission of the Dean of the Department authorizing our group
members’ permission to conduct research on the aforementioned population;
b) The request will be send to them via email or messenger. After that, the
researchers will ask for the approval of participants that will volunteer or be
part of the study; c) The participants will be signing a consent and will answer
the questionnaires; and d) the researchers will give the questionnaires to the
participants and will gather the needed data. The data will be tallied,
tabulated, computer processed, analyzed and interpreted using Microsoft
Excel 2016 Software.

DATA ANALYSIS

The data collection was conducted through an online survey

questionnaire. Thereafter, the researchers utilized SPSS and Google

spreadsheets for statistical analysis and to remove incomplete data from

respondents.

The researchers utilized statistical techniques such as descriptive

statistics (e.g., frequency and percentage distribution, and weighted mean),

regression analysis and correlation analysis to interpret the data effectively.

To analyze and interpret the data gathered, the following statistical measures

was used:

1. The degrees have satisfaction do customers experience in terms of

customer service efficiency was quantified using the following

scale:

Rating Scale Range Descriptive Evaluation

6 5.50-6.00 Strongly Agree
5 4.50-5.49 Agree
4 3.50-4.49 Somewhat Agree
3 2.50-3.49 Somewhat Disagree
2 1.50-2.49 Disagree
1 1.00-1.49 Strongly Disagree
 2. The levels of digitalization have the banks arrived at as perceived by

respondents or bank employees/personnel was presented using a

Likert Scale interpreted as follows;

Rating Scale Range Descriptive Evaluation

6 5.50-6.00 Strongly Agree
5 4.50-5.49 Agree
4 3.50-4.49 Somewhat Agree
3 2.50-3.49 Somewhat Disagree
2 1.50-2.49 Disagree
1 1.00-1.49 Strongly Disagree

3. To determine the significant relationships of the hypothesis below,

multiple correlation and regression analysis were utilized.

HO1: There is a significant relationship existing between levels of

digitalization and customer satisfaction.

HO2: There is a significant relationship between levels of digitalization and

customer service efficiency.

HO3: There is a significant relationship between customer satisfaction and

customer service efficiency.
Regression Analysis. The statistical technique applied to assess the nature
of the relationship between the independent variable to the dependent
variable.

Correlation Analysis. The statistical technique applied to represent the

strength of the relationship between the bank’s digitalization, customer
satisfaction, efficiency, perceived usefulness, ease of use, and behavioral
intention to use.

RESEARCH ETHICS APPROACHES

In accordance with the Data Privacy Act of 2012, this study made sure
that ethical standards set by the generic research ethics was followed. In so
doing, the participants were informed about all the steps that were taken in
this dissertation. The respondents are more important than the study, and
therefore always respected. They were informed that the study is completely
voluntary and would not affect their lives as principals and teachers and as
persons, even their families, in any way. Hence, confidentiality was provided,
as the respondents’ personal information was not sought by anyone. Lastly,
the data collection material was kept and destroyed upon completion of the
stud

The researcher adhere to ethical standards in conducting the study.

Research ethical issues such as informed consent, risk of harm, confidentiality
and anonymity, and conflict of interest are considered to ensure the quality of
the data collected (Fleming & Zegwaard, 2018).

The respondents were fully informed of the nature and objectives of the
research, and how the data will be used in the study. They also agreed to give
consent and voluntarily participate. The researcher understand the
respondents' right to access their information and right to withdraw from the
study at any time.

Strict confidentiality in dealing with the identity and information

collected from the respondents was observed. The researcher ensure that it
will not be made available and accessed by anyone who is not authorized.
This will protect the respondents from risk of harm which include physical,
emotional, reputational, and resource loss.

The researcher may potentially create conflict of interest when their

prior and existing activities influence their judgment in conducting the study.
This concern (if any) is disclosed to an independent researcher that can
provide guidance in managing the conflict of interest to obtain accurate and
fair research results.