Juan M.

Dela Cruz*
Department of Marketing Management, Taguig City University
Taguig City, Philippines
Email: juandelacruz@gmail.com

Maria F. Mercedes
Department of Marketing Management, Taguig City University
Taguig City, Philippines

Miguel G. Antonio
Department of Marketing Management, Taguig City University
Taguig City, Philippines

*Corresponding author

Abstract

Customer satisfaction is one of the most important aspects in any business organization. It
remains one of the main challenges in sustaining business profitability. This study evaluates the
shopping experience of customers in a grocery retail store in Taguig City, Metro Manila,
Philippines. The service quality dimensions, i.e., physical appearance, personal interaction,
reliability, problem solving, and store policy, are used as independent variables while customer
satisfaction is the dependent variable. Frequencies, percentages, weighted means, standard
deviations, verbal interpretations, and ranks were utilized as univariate statistical tools to
describe the characteristics of the respondents. Correlations were used to test the relationships
between the service quality dimensions and customer satisfaction. Regression analysis was used
to determine the influence of service quality on customer satisfaction. Overall, shoppers are
satisfied with their shopping experiences. Results also indicate that personal interaction and
store policy have significant influences on customer satisfaction of shoppers while the rest of the
variables did not exhibit significant effects. These results may guide the store managers and
other employees to improve the level of service quality in the grocery retail store to increase the
level of customer satisfaction. Recommendations and implications for future research are
provided.

Keywords: Service Quality; Customer Satisfaction; Grocery Retail Store; Philippines