Chapter 1 5

Customer’s Satisfaction on Service...
by edbermudo,jrprañeses 1
Chapter I
INTRODUCTION
Roast chicken is chicken prepared as food by roasting whether in a home kitchen,
over a fire, or with a professional rotisserie (rotary spit). Generally, the chicken is roasted
with its own fat and juices by circulating the meat during roasting, and therefore, are
usually cooked exposed to fire or heat with some type of rotary grill so that the circulation
of these fats and juices is as efficient as possible. Roast chicken is a dish that appears in a
wide variety of cuisines worldwide.
Lechon Manok (Roasted Chicken) is a favorite dish of Filipinos at home. Lechon
manok is deliciously tasty, very affordable and available all year round. Roasted chicken
is a universally accepted dish that is enjoyed by all cultures.
Andok's is primarily engaged in the business of selling litson manok (roasted
chicken). Over time, Andok's had evolved and added a new concept to its main business of
offering roasted chicken, and that is the concept of specialty grocery store offering a host
of products, including beer, an assortment of beverages, rice, sugar, and other grocery
products. (Mini, 2017)
A business with high service quality will meet or exceed customer expectations
whilst remaining economically competitive. Evidence from empirical studies suggests that
improved service quality increases profitability and long term economic competitiveness.
Improvements to service quality may be achieved by improving operational processes;
identifying problems quickly and systematically; establishing valid and reliable service
Customer’s Satisfaction on Service... by edbermudo,jrprañeses 2
performance measures and measuring customer satisfaction and other performance
outcomes.
Service quality is an achievement in customer service. It reflects at each service
encounter. Customers form service expectations from past experiences, word of mouth and
marketing communications. In general, customers compare perceived service with
expected service, and which if the former falls short of the latter the customers are
disappointed. (Md. Zainal Abedin, 2015)
Customer satisfaction is the key factor for successful and depends highly on the
behaviors of frontline service providers. Customers should be managed as assets, and that
customers vary in their needs, preferences, and buying behavior. (Lee et al., 2016)
For the perspectives aforementioned, the researcher decided to determine the
relationship between service quality to demographic profile and consumer behavior.
Background of the Study
It is very observable that Filipinos love to eat anytime, anywhere and anyhow. That
is why we, Filipinos, prefer those ready to go and ready to eat food. However, snacks are
a little light for us who prefer rice over bread. Nowadays, we can say that one of the most
accessible comfort food that is just like a home-cooked viand is in the form of roasted
chicken. Most of the places, especially in cities, would not be complete without at least an
establishment that offers Filipinos’ favorite roasted chicken. Another, many Filipinos
would like to have their own business. And just looking by the fact that one of the most
successful and easy to put up business is in line with food. As have mentioned earlier,
business in line with food and services plus the target consumers, which are Filipinos who
loves roasted chicken, one of the fast-growing business to have is a Roasted Chicken
Franchise Philippines. And because the business is well-known, there are already a lot of
companies that offers Roasted Chicken Franchise Philippines.
Service Quality (SERVQUAL) is considered as the most substantial part of any
business as it enables management to identify competitive market advantages in relation to
its market goal and socio-civic responsibility. It is used in assessing customer perceptions
of service quality in the service and retail industry. Aptly, service quality is described as
the result of customer comparisons between their expectations about the service they use
and their perceptions about the service company. Quality improvement plays a key role in
any business. It is categorized under organizational culture concept. Attaining quality
endeavors the business in a state of quality in its services and its accompanying dimensions.
Aptly, quality is the universal theme in the global market as it necessitates competitive
success. Delivering quality to products and services is a significant component of a
competitive strategy.
Service quality is considered as an important factor driving customer satisfaction
in the service environment. (Zalatar, 2017) Since the roasted chicken retail business
belongs to the service sector, it is worthwhile to investigate how service quality influences
customer satisfaction.
Mokhlis (2012) examined the relationship between service quality perceptions and
customer satisfaction in municipal services. Survey results indicated that three service
quality factors (Empathy, Tangibles, and Reliability) discriminate between male and
female respondents. Furthermore, Responsiveness were significantly related to customer
satisfaction for both genders. (Zalatar, 2017)

Based from the notions specified above, the researcher decided to conduct a study
on determining the relationship between service quality to demographic profile and
consumer behavior.
Objectives of the Study
This study aimed to determine the level of satisfaction on service quality of
Andok’s in Lucban, Quezon.
Specifically, this study sought to achieve the following objectives:
1. Identify the demographic profile of the customers in terms of:
1.1 Age
1.2 Sex
1.3 Civil Status
1.4 Occupation
1.5 Income
2. Determine the consumer behavior:
2.1 Frequency of buying the product
2.2 Influence in buying the product
2.3 Reasons in buying the product
3. Assess the level of satisfaction in selected roasted chicken retail business in Lucban,
Quezon in terms of:
3.1 Tangibility
3.2 Reliability
3.3 Responsiveness
3.4 Assurance
3.5 Empathy
4. Find out if there is a relationship between service quality and demographic profile
and consumer behavior of Andok’s in Lucban, Quezon.
Significance of the Study
This study will prove significant to the following stakeholders who may be directly
and/or indirectly benefited.
Owner of the Roasted Chicken Retail Business. This study may serve as guide to the
owners who find problems on building relationship to their customer and how they
can give a satisfying and quality service to their customer. Through this study it
will give them information and feedback of their services offered to their customers.
Moreover, it will provide them a way of how they can solve some problems they
had encountered on their business towards to their customers.
Future Entrepreneurs. The study can have a significant contribution to future
entrepreneurs in their future endeavors. It will give them insight and information
on how they can give quality service and to build a relationship with their customer
for the success of their new business.
Customers. This study is likely to help to customers to express their feelings and perceived
position on the way retail businesses are delivering services, with expectation to
receive improved service quality. The consideration that retail businesses will give
to findings from this study is taken by customers as a potential upgrading of
perceived service.
Researchers. This will also help the future researchers who will conduct parallel studies
to be employed to different respondents from other schools. The related literature
cited in the study can be the future researcher’s bases to support their claims about
the relationship of service quality and customer satisfaction.
Scope and Limitation
This study was focused on the relationship between the service quality and
demographic profile and consumers’ behavior of Andok’s in Lucban, Quezon. The
respondents of the study were limited to customers who lived in Lucban; and to customers
who bought products in Andok’s business in Lucban, Quezon. For the assessment of the
customer satisfaction, the respondents were sixty (60) customers aged 20 years old and
above. The study was conducted for duration of three (3) weeks during the second semester
of the School Year 2018 - 2019.
Definition of Terms
The terms appearing below are defined conceptually and/or operationally to
facilitate better understanding of the study:
Assurance refers to the state of being sure or certain about something (Merriam-Webster,
1828). It is defined as the knowledge and courtesy of employees and their ability to
convey trust and confidence. It’s a combination of the following: Competence
(having the requisite skills and knowledge); Courtesy (politeness, respect,

consideration and friendliness of contact staff); Credibility (trustworthiness,
believability and honesty of staff) and Security (freedom from danger, risk or doubt).
Empathy is the feeling that you can understand and share another person’s experiences
and emotions (Merriam-Webster, 1828). In this study, it concerns with caring and
individualized attention the business provides its customers. Its combination of the
following: (1) Access (physical and social): approachability and ease of contact. (2)
Communication: keeping customers informed in a language they understand and
really listening to them. (3) Understanding the customer: making the effort to get to
know customers and their specific needs.
Customer Satisfaction is seen as a key differentiator and increasingly has become a key
element of business strategy.
Reliability refers to the extent which an experiment, test, or measuring procedure yields
the same results on repeated trials (Merriam-Webster, 1828). In this study, it means
that the business performs the service right the first time and the firm honors its
promise. This includes service delivery and ability to keep agreements made with the
customer. It concerns the ability to keep service promise accurately and consistently.
It includes correct service and prompt reply to customer.
Responsiveness refers to the quick reaction or respond (Merriam-Webster, 1828). In this
study, it refers to the speed and timeliness of service. It also includes willingness and
readiness of employees to provide service. It concerns ability to provide appropriate
information to customers when a problem occurs. It includes prompt response,
prompt services and quick problem solving.

Service Quality means a form of an attitude, related but not equivalent to satisfaction that
results from the comparison of expectation with performance. The customers
generally use certain criteria to evaluate service quality by examining reliability,
responsiveness, assurance, empathy and physical aspects.
Tangibles is capable of being perceived especially by the sense of touch (Merriam-
Webster, 1828). These are the appearance of physical facilities, equipment,
personnel, and communication materials.

Chapter II
REVIEW OF RELATED LITERARURE AND STUDIES
This chapter presents written and published materials which provide information
and serve as a background for further development of knowledge and reveal facts and
notions regarding the present study. It includes the different view of authors and the output
of previous studies.
Service Quality
Service quality is a concept that has aroused considerable interest and debate in the
research literature because of the difficulties in both defining it and measuring it with no
overall consensus emerging on either (Wisniewski, 2001). There are a number different
“definitions” to as to what is meant by service quality. One that is commonly used defines
service quality as the extent to which a service meets customers’ needs or expectations
(Lewis and Mitchell, 1990; Dotchin and Oakland, 1994a; Asubonteng et al., 1996;
Wisniewski and Donnelly, 1996). Service quality can thus be defined as the difference
between customer expectations of service and perceived service. If expectations are greater
than performance, then perceived quality is less than satisfactory and hence customer
dissatisfaction occurs (Parasuraman et al., 1985; Lewis and Mitchell, 1990).
A review of the recent literature pertaining to workplace quality published in the
21st century highlights that tangible, reliability, responsiveness, assurance and empathy are
generic service quality components that are applicable to be used by researchers and
practitioners to assess the effectiveness of service quality in various types of service sector
such as banking (Kranias & Bourlessa 2013, Sangeetha, Mahalingam 2011), retailing
(Ahmad, Ihtiyar, Omar 2014, Vera, Trujillo 2013), supply chain and logistics (Yeo, Thai,
Roh 2015, Yuen, Thai 2015), telecommunication (Segoro 2013, Yen, Lu 2008); hotel
(Akbar et al. 2010, Raza et al. 2012), aviation (Gemmel 2007, Hussain Al Nasser, Hussain
2015); defense and security (Ismail et al. 2014, Ridzuan et al. 2013) health (Ismail, Zaki,
Rose 2016, Wan Edura, Jusoff 2009). Unexpectedly, a thorough investigation of successful
service based organization reveals that the ability of service providers to appropriately
implement tangible, reliability, responsiveness, assurance and empathy in executing daily
job may have a significant impact on positive customer outcomes especially customer
satisfaction (Azman et al. 2016, Hussain et al. 2015, Rao Kondasani, Panda 2015) and
customer loyalty (Akbar et al. 2010, Kitapci et al. 2014, Yeo et al. 2015).
Service quality has been regarded an antecedent of customer satisfaction (Kim,
Hertzman, & Hwanng, 2010), which in turn results in customer retention (Boonlertvanich,
2011). Hence, investigating all these constructs can assist companies not only to meet or
exceed their customers' expectations, but also to affect their intentional behaviour. Many
studies have been conducted examining service quality, food quality and customer
satisfaction constructs in different settings in different countries, for example the healthcare
industry (Yeşilada & Direktör, 2010), the automobile repair services sector (Izogo & Ogba,
2015), the hotel industry (Dedeoğlu & Demirer, 2015), retail settings (Anselmsson &
Johansson, 2014; Omar, Shaharudin, Jusoff, & Ali, 2011), tourism industry (Debata,
Patnaik, Mahapatra, & Sree, 2015; Al-Tit & Nakhleh, 2014), the gaming industry (Wu,
2014), the telecoms and cellular sector (Ahmed et al., 2010; Ali, Rehman, Yilmaz, Nazir,
& Ali, 2010; Omotayo & Joachim, 2008), public transport (Kumar, 2012), the banking
sector (Malik, 2012) and hair care services (Jeon, Dant, & Gleiberman, 2014), as well as
the food industry (Marinelli, Simeone, & Scarpato, 2015; Wang, 2015; Kafetzopoulos,
Gotzamani, & Psomas, 2014; Bujisic, Hutchinson, & Parsa, 2014; Jang & Ha, 2014;
Wettstein, Hanf, & Burggraf, 2011).
(Nasution 2010) Besides, Kotler also formulated five determinants of quality of
service which presented according to its importance but have differences on the name of
determining the quality of services, there are: (1) Reliability the ability to carry out the
service which promised with reliably and accurately, (2) Responsiveness Willingness to
help customers and provide services quickly, (3) Guarantee-Knowledge and courtesy of
employees and their ability to convey trust and confidence, (4) Empathy-willingness to
provide deep concern and specific service to each customer, (5) Tangible material-
appearance of physical facilities, equipment , personnel, and communication materials.
(Kotler, 2012) So to measure whether or not the quality of service is required five
determinants of quality of services as mentioned above, there are Reliability,
Responsiveness, Assurance, Empathy, and Tangible.
Various scholars however pointed out that SERVQUAL is not a generic measure
that could be applied to any service and that it needs to be customized to the specific service
under consideration (Carman, 1990; Babakus & Boller, 1992). Li, Riley, Lin and Qi (2006)
proposed five quality dimensions for comparing overall CS between two largest US parcel
delivery companies, the UPS and FedEx. They are availability, responsiveness, reliability,
completeness, and professionalism of service. Jamali (2007) proposed a conceptual model
which included not just basic service quality dimension but also others antecedents of CS
such as: Equity, Attributions, Cost/benefit analysis, Emotion etc. Chadee and Mattsson
(1996) investigated the best attributes influence on the overall satisfaction of a quality
dimension during tourist encounters. The quality dimensions in the article were eating out,
hotel accommodation, renting a car and going on a sightseeing tour. Andaleeb and Conway
(2006) used factor analysis and regression model to find the impact of service quality
determinants on CS in the restaurant industry
One of the most important findings of Parasuraman, Zeithaml and Berry (1994)
study is that service quality can be assessed by comparing the expectations of customers
against their perceptions of the actual service experience. That is, service quality is an
outcome of the difference between service expectations and customer perceptions of actual
service performance (Naik, Gantasala, & Prabhakar, 2010; Yeşilada & Direktör, 2010).
Izogo and Ogba (2015) argued that service quality leads to enhanced customer satisfaction
and loyalty as a result of several factors. They added that SERVQUAL is one of the best
measures of service quality. SERVQUAL is an instrument for measuring the dimensions
of service quality proposed by Parasuraman, Zeithaml and Berry (1988).
In terms of the dimensions, according to Parasuraman, Berry and Zeithaml (1991,
p. 338), tangibles concern the appearance of physical facilities, equipment, personnel and
communication materials. Reliability is the ability to perform the promised service
dependably and accurately. Responsiveness represents willingness to help customers and
prompt service. Assurance stands for the knowledge and courtesy of employees and the
ability to inspire trust and confidence. Finally, empathy relates to the caring, individualized
attention the firm provides its customers.

As noted by Santouridis and Trivellas (2010), service quality is measured using
this instrument as the gap between customer expectations and perceptions, characterized
by five dimensions: tangibles, reliability, responsiveness, assurance and empathy. Not all
studies adopting this instrument use the same dimensions (Dedeoğlu & Demirer, 2015).
However, Hui and Zheng (2010) argued that SERVQUAL is one of the most effective and
stable models for measuring service quality. Based on their review of literature, PZB
(1985) developed the SERVQUAL scale. The scale was designed to uncover broad areas
of good or bad service quality and can be used to show service quality trends over time,
especially service quality and can be used to show service quality trends over time,
especially when used with other service quality techniques. The SERVQUAL scale is
based on a difference score between customer expectations of service and their perceptions
after receiving the service. Initially PZB (1985) focused on the ten determinants of service
quality.
However, after two stages of scale purification, they reduced the ten determinants
to five dimensions of service quality: tangibles, reliability, responsiveness, assurance, and
empathy PZB (1988).In their discussion, PZB (1988) assert that the SERVQUAL scale
deals with perceived quality and lookds specifically at service quality, not customer
satisfaction. They state that “perceived service quality is a global judgment or attitude
concerning the superiority of service whereas satisfaction is related to a specific
transaction” (p. 16). They reported that the scale had a reliability rating of .92 and that the
five dimensions could be ranked in order of importance: reliability, assurance, tangible,
responsiveness, and empathy.

Parasuraman et al., (1985, 1988): Service quality is determined by the differences
between customer’s expectations of services provider’s performance and their evaluation
of the services they received. Asubonteng et al., (1996): Service quality can be defined as
“the difference between customer’ expectations for service performance prior to the service
encounter and their perceptions of the service received”. Gefan (2002): Service quality as
the subjective comparison that customers make between quality of service they want to
receive and what they actually get.
Studies conducted to investigate restaurant service quality have used three main
dimensions of service quality: food quality, physical environment (ambience) and
employee service (Dutta, Parsa, Parsa, & Bujisic, 2014; Ryu, Lee, Kim, & Woo, 2012).
For this study, it was possible to measure the physical environment and employee service
using the SERVQUAL instrument as it contains relevant dimensions covering these
constructs. Ryu et al. (2012) highlighted the importance of food quality as a measure of
customer satisfaction in the restaurant industry. As a result, five aspects of food quality
were adopted from Ryu et al. (2012), namely: the food is fresh, the food is delicious, the
food is nutritious, there is a variety of menu items and the smell of the food is enticing. Qin
and Prybutok (2009) explored the potential dimensions of service quality and examined
the relationships between service quality, food quality, perceived value, customer
satisfaction and behavioural intentions in fast-food restaurants and pointed out that food
quality has a positive and direct influence on customer satisfaction.
Several studies have been done to test the relationship between service quality and
customer satisfaction such as Thai (2015) with 175 respondents from Singapore Shipping
Association and Singapore Logistics Association, Bellingkrodt & Wallenburg (2015) with
778 respondents from IT service provider company and Herman (2014) 200 students
involved.
Customer satisfaction
Customer satisfaction in services has been defined as the degree to which service
performance meets or exceeds the customer's expectations (Kumar, 2012; Lombard, 2009;
Santouridis & Trivellas, 2010). Hui and Zheng (2010) defined satisfaction as an evaluative
judgment of a specific transaction resulting from perceived quality. On the other hand,
Danesh, Nasab and Ling (2012, p. 142) defined customer retention as “the future
propensity of a customer to stay with the service provider”. According to them, customer
satisfaction is not the only variable that influences the retention of customers.
Ramakrishnan, (2006, cited in Molapo & Mukwada, 2011, p. 52) defined customer
retention as the marketing goal of preventing a customer from switching to another
competitor. Edward and Sahadev (2011, p. 33) stated that "customer retention indicates
customer's intention to repurchase a service from the service provider". They used
customer retention as a measure of the customer's intention to stay loyal to the service
provider. For them, service quality and customer satisfaction are important antecedents of
customer retention.
Customer satisfaction is defined as “the individual’s perception of the performance
of the product or service in relation to his or her expectations” (Schiffman & Kanuk, 2004).
According to (Chan, 2000) in the airline sector, judging what passenger wants and imagine
is necessary to deliver excellent customer service and quality and subsequently to analyze
the firm’s performance standards.

Service quality and customer satisfaction are viewed as key drivers of customer
loyalty (Lai et al., 2009), and research generally tends to consider the links between key
drivers and loyalty (Balabanis et al., 2006; Guo et al., 2009). Many researchers find that
high service quality correlates with relatively high customer satisfaction (Cronin et al.,
2000), which in turn drives loyalty (Ennew and Binks, 1999; Lai et al., 2009). Overall, the
causal order of service quality leading to customer satisfaction receives considerable
support and empirical validation (Bove and Johnson, 2001; Brady and Robertson, 2001),
and this link further explains the variance in customer loyalty. Rust and Chung (2006) gave
an excellent review of existing marketing models of service and customer relationship
management. They proposed that service quality tends to encourage customer loyalty to
the service provider.
Malik (2012) measured the gap between the service expectation and service
perception of customers in relation to the service delivered by four service industries
(banking, transport, courier and telecommunications) and checked the impact on their
satisfaction. His findings confirmed that service quality has a positive influence on
customer satisfaction. Ahmed et al. (2010) found a significant and positive relationship
between four dimensions of service quality (tangibles, reliability, responsiveness and
assurance) and customer satisfaction. In their study, empathy showed a significant but
negative relationship with customer satisfaction. Naik, Gantasala and Prabhakar (2010)
used SERVQUAL to analyse the gap between the expectations and perceptions of retailing
customers to explore the factors that affect their satisfaction.
Ahmed et al.'s (2010) research revealed a significant and positive relationship
between the service quality dimensions (tangibles, reliability, responsiveness and

assurance) and customer repurchase intention. Ali et al. (2010) concurrently indicated that
better service quality has a significant impact on consumer satisfaction. Omotayo and
Joachim (2008) examined the construct of customer intention by investigating the chain of
events in retention from the customer satisfaction and customer service perspectives. Their
findings revealed that the higher the level of service quality, the higher the levels of
customer retention. Ahmad et al.'s (2010) study investigated the impact of service quality
delivered by cellular companies on customer retention and found that service quality has a
positive and significant relationship with customer retention.
Consumer Behavior
Consumer behavior has always been an area of major interest for social science
researchers, witnessing an explosion over the past 50 years (MacInnis & Folkes, 2010).
Accordingly, literature on this topic has been the center of attention in a number of previous
studies (Arndt, 1986; Battalio et al., 1974; Belk et al., 2012; Hameed, Waqas, Aslam, Bilal,
& Umair, 2014; Hawkins & Mothersbaugh, 2009; Howard & Sheth, 1968; Robertson &
Kassarjian, 1991; Solomon, 2013). Literature on consumer behavior is diverse and
extensive as changes in society, economics, and technology affect the way consumers
behave.
Inevitably, these changes lead to changed consumer behavior studies by which,
when, how, and why the topics are studied. Like any other discipline, systematic analysis
of the knowledge development status of consumer behavior field is critical in ensuring its
future growth (Williams & Plouffe, 2007). It is of a greater importance for a field of
research such as consumer behavior that, as MacInnis and Folkes (2010) claimed, is
thriving by the growing number of articles and topics examined. One way of conducting
this systematic analysis is through studying scholarly literature, which can illustrate a
discipline’s intellectual history (Pasadeos, Phelps, & Kim, 1998). In this regard, to assess
a discipline’s accrued knowledge, in-depth reviews of research published in peer-reviewed
journals are the most relevant and useful resources (Üsdiken & Pasadeos, 1995; Williams
& Plouffe, 2007). The importance of consumer behavior in the different disciplines of
business literature also suggests the need for an up-to-date look at the literature in this field.
Beyond helping consumer behavior scholars and practitioners develop a better
understanding of the direction in which the field is progressing and identify the gaps, such
studies will provide a guideline for them in positioning their future research and marketing
efforts.
Observations can take place in a laboratory setting, although typically take place in
a natural setting. This allows the researcher to explore the phenomenon while it occurs in
the real world. Usually the researcher takes part in everyday activities related to the
phenomenon, observing directly the events that take place (participant observation).
(DeWalt et al. 1998).
Modern consumer behavior shows that consumers make more automatic
decisionswithout making any conscious effort (Dijksterhuis and Bargh 2001). Consumers’
arethus not as rational as traditional theories have thought (Kahneman 2003). For example,
a growing number of research shows that consumer decisions are more emotional than
rational (Damasio 1994).
In this regard, a technique such content analysis, which can be used to analyze
message content and handling, is ideal for conducting such literature review studies. As an
observational research method, content analysis systematically evaluates the symbolic
content of all forms of recorded communications (Sattari, 2012). It can be considered as an
empirical starting point generating new research evidence about the nature and effect of
specific communications (Kolbe & Burnett, 1991; Vallet-Bellmunt, Martínez-Fernández,
& Capó-Vicedo, 2011). Content analysis not only helps identify central issues to the field
but can also help to reveal areas where more work needs to be undertaken, par-ticularly if
these are considered to be important and defining issues in the discipline (Cokley,
Caldwell, Miller, & Muhammad, 2001). Such integrative review of consumer behavior
research as a diverse discipline with an overwhelming scope in peer-reviewed journals is
necessary if the field is to progress in a systematic fashion. Moreover, although content
analysis of journals can be time-consuming and data intensive, such studies provide
direction into future areas of needed inquiry in the field by offering insight about the
topical, methodological, and theoretical trends into research communities (Williams &
Plouffe, 2007).
According to Buboltz, Miller, and Williams (1999), an examination of articles
published in a journal reveals the trends and issues that impact the discipline. A content
analysis of journal articles within a specific discipline allows for an examination of the
kinds of topics that are deemed important to the particular field the journal represents
(Cokley et al., 2001). In consumer studies, marketing research, and other business
disciplines, literature investigations can also provide insights into the specific journals’
contributions to the field as well as the specific published works (Sattari, 2012). This, in
turn, can be used to describe a discipline’s intellectual history (Pasadeos et al., 1998). A
comprehensive content analysis of peer-reviewed journal publications in a field encourages

the scholars to assess the entire “forest” of knowledge by taking a step back from their
individual “trees” (Williams & Plouffe, 2007).
Such studies have been conducted within a variety of disciplines based on
publications in the most respected journals. Two examples are the Pasadeos et al. (1998)
and West (2007) studies reporting on the impact of advertising on researchers during
different periods of time. Buboltz et al. (1999) and Cokley et al. (2001) have contributed
similar studies in psychology. Others have targeted the consumer behavior field such as
the studies done by Kassarjian (1977) and Helgeson, Kluge, Mager, and Taylor (1984), but
there is no current review of the field. Therefore, given the importance of consumer
behavior research, a comprehensive literature study of more recent contributions to this
area of research is warranted.
In this regard, this article serves to assess the structure and evolution of consumer
behavior research content in business disciplines. The purpose of this literature review is
to systematically review consumer behavior research over a 12-year period in five major
journals in the field. Such an examination of diverse research in this discipline allows for
identification of shifts and changes in a longitudinal manner. This article presents the
results of a comprehensive content analysis covering 12 years of research in the domain of
consumer behavior. Our review, which evaluated more than 1,000 articles published across
five key journals, provides a descriptive snapshot of the status of consumer behavior
research including the most dominant topics based on Helgeson et al.’s (1984) framework
and methodological and analytical approaches, in addition to citation statistics of the
reviewed consumer behavior articles.

It has been theorized that demographics can serve as an important influence on the
consumer decision making process. In the service industry, a few empirical studies have
reported on the influence of demographics on customer service quality perceptions and
behavior (Ganesan-Lim, Russel-Bennett, and Dagger, 2008).
Family buying behavior has been researched extensively. Companies are also
interested in which family members have the most influence over certain purchases.
Children have a great deal of influence over many household purchases. For example, in
2003 nearly half (47 percent) of nine- to seventeen-year-olds were asked by parents to go
online to find out about products or services, compared to 37 percent in 2001. IKEA used
this knowledge to design their showrooms. The children’s bedrooms feature fun beds with
appealing comforters so children will be prompted to identify and ask for what they want.
(Mediamark Research, 2003)
Based on the study entitled Factors Affecting Consumers Buying Behavior in
Supermarkets Naeem Ud din-CIMS Lahore Pakistan (2005). Store convenience means
anything which reduces the consumer’s time like travelling to and from the store, facilities
which make easy to get products and services in the store. Previous study states that there
is a positive relationship between convenience and customer satisfaction (Chang & Tu.
2005). The basic criterion for making store choice decision is based on the store location
and the distance of the store to the shoppers have to cover for reaching the store (Ailawadi
& Keller, 2004). Store convenience is most important for consumers and has major impact
on consumers buying decision (Jones, Mothersbaugh, & Beatty, 2003). If the retailer is
more convenient then the consumers will be more satisfied because they offer goods and
services when and where they need (Pappu & Queaster, 2006a).
Age
Generally, age is an important factor affecting consumer behavior. Specifically, age
differences are of concern to marketing practitioners, who face the problem of tailoring
marketing communications to fit the processing abilities of both age groups (Roedder and
Cole 1986). In services, age relates significantly and negatively; signifying that the older
customers as compared to their younger counterpart, hold less favorable opinion about the
reliability as well as three other service quality constructs, personal interactions, functional
quality, outcome quality and overall service quality (Lal, Vij, and Jain 2014).
Gender
According to Homberg and Gierung (2001), the impact of gender on buying
behavior has attracted some research interest (e.g., Jasper & Lan, 1992; Slama & Tashhan,
1985; Zeithaml, 1985). Women's purchasing behavior is found to he strongly influenced
by their evaluation of personal interaction processes. Compared to men, women are more
involved in purchasing activities (Slama & Tashlian, 1985), and pay more attention to the
consulting services of the sales personnel (Gilbert & Warren, 1995). Based on these
arguments, lead to the suggestion that gender might moderate the linkages between the
three satisfaction dimensions and loyalty. As an example, one might predict that the loyalty
effect of satisfaction with the sales process is stronger for women than for men, whereas
the impact of product satisfaction on loyalty might be stronger for men. In addition to age,
income, and occupation, this paper will analyze demographic characteristics of patients in
status, tenure, proximity, and ethnicity.

Civil Status
Marital status, are the distinct options that describe a person's relationship with
a significant other. Married, single, divorced, and widowed are examples of such status
and sometimes may be a source of discrimination.
(Beattie, 1991; Nadler & Stockdale, 2012). Beattie (1991) suggested that marital
status is sometimes used as an indicator to determine how likely it is an employee will
remain in the same geographical location, his or her willingness to travel, his or her health
benefits, his or her level of commitment, and his or her fit within the organization (e.g., the
relationship the employee will have with other employees).
Income
It has been determined that in some cases the income of a person has a strong effect
on choice decisions (Zeithaml, 1985). Generally, statistics indicate that people with higher
income have achieved a higher level of education. As a result, they often engage more in
information processing prior to the decision process (Schaninger & Sciglimpaglia, 1981),
and their choice is essentially based on the evaluation of the information given to them.
Thus, this paper examines the relationship of income as a demographic characteristic that
might affect the consequences of service quality.
Occupation
Among many demographic variables, research has found occupation to be a
significant factor affecting customer and patient perceptions of overall service quality.
Safakli (2007) found that service quality perceptions differ across customers of different
occupational groups. It has been shown that people buy products and services that match
with requirements of occupations they pursue. Knowledge of customers’ occupation can
help marketers in devising strategies capable of more effectively delivering services to the
specific needs of customers belonging to different occupation groups (Lal, Vij, and Jain
2014).
Other Demographics
According to Homberg and Gierung (2001), the impact of gender on buying
behavior has attracted some research interest (e.g., Jasper & Lan, 1992; Slama& Tashhan,
1985; Zeithaml, 1985). Women's purchasing behavior is found to he strongly influenced
by their evaluation of personal interaction processes. Compared to men, women are more
involved in purchasing activities (Slama & Tashlian, 1985), and pay more attention to the
consulting services of the sales personnel (Gilbert & Warren, 1995). Based on these
arguments, lead to the suggestion that gender might moderate the linkages between the
three satisfaction dimensions and loyalty. As an example, one might predict that the loyalty
effect of satisfaction with the sales process is stronger for women than for men, whereas
the impact of product satisfaction on loyalty might be stronger for men. In addition to age,
income, and occupation, this paper will analyze demographic characteristics of patients in
status, tenure, proximity, and ethnicity.

Conceptual Framework
The relationship of service quality variables between demographic profile and
consumer’s behavior variables can be shown in the figure below. The five traditional
service quality dimensions have been developed by Parasuraman and adopted by many
researchers as appropriate model to measure the service quality. The service quality is
determined by the differences between customer’s expectations of services provider’s
performance and their evaluation of the services they received. In terms of the dimensions,
according to Parasuraman, Berry and Zeithaml (1991, p. 338), tangibles concern the
appearance of physical facilities, equipment, personnel and communication materials.
Reliability is the ability to perform the promised service dependably and accurately.
Responsiveness represents willingness to help customers and prompt service. Assurance
stands for the knowledge and courtesy of employees and the ability to inspire trust and
confidence. Finally, empathy relates to the caring, individualized attention the firm
provides its customers. The measurement is to analyze the gap between the expected and
perceived service. In our study, the technique adopted is a bit different as it measured the
correlation associated between the perceived service quality elements and the demographic
profile through its behavioral variables.

Research Paradigm
DEMOGRAPHIC SERVICE QUALITY CONSUMER’S

PROFILE BEHAVIOR
Reliability
Age Responsiveness Frequency of buying

Gender the product
Assurance
Influence in buying
Civil Status the product
Empathy
Occupation Reasons in buying
Tangibility the product
Income
Figure 1. Relationship of service quality and demographic profile and consumer’s

behavior in Andok’s in Lucban, Quezon
The figure presents the relationship of service quality and demographic profile and
consumer’s behavior. This shows that the service quality will be measured through
Reliability, Responsiveness, Assurance, Empathy and Tangibility thatAge will have a

Gender
significant relationship to demographic profile that will be measured through Age, Sex,
Civil Status
Civil Status, Occupation and Income. Also, it will shows that service quality will have a
Occupation
Income
significant relationship to Consumer Behavior in terms of Frequency of buying the product,
Influence in buying the product and Reasons in buying the product
Hypothesis
There is no significant relationship on service quality and demographic profile and
consumers’ behavior.
Chapter III
METHODOLOGY
This chapter provides the research design and statistical treatment that will be used
in the study. Likewise, this identifies the respondents and the sampling techniques to be
employed, and the research locale. Validation techniques for the instrument and data
gathering procedures complete the procedures that are to be utilized.
Research Locale
This study was conducted in Lucban, Quezon. The locale was selected because
there is a franchise business of Andok’s and it has an active customers purchasing the
products. The researchers were living in this town as well as the target respondents.
Respondents
The respondents of this study were the consumers of the Andok’s business in
Lucban, Quezon. The consumers or the customers was given a questionnaire to determine
their responses or opinion on the performance of the roasted chicken retail business. The
Researchers asked sixty (60) customers of Andok’s. The respondents were enough to
determine the service quality and customer satisfaction of the Andok’s business in Lucban,
Quezon,
Research Design
This study was a descriptive type of research utilizing the qualitative-quantitative
approach. Self-made questionnaire was provided to the target respondents. This was aimed
to determine the responses of the respondent in Andok’s business in Lucban, Quezon.
Research Instrument
The researcher composed a structured questionnaire, to conduct and interview
composed of questions about the relationship of service quality to demographic profile and
consumer behavior. The researcher provided the questionnaire to the consumers to
determine the service quality, demographic profile and consumer behavior on the Andok’s
business to determine the service quality in terms of reliability, responsiveness, assurance,
empathy and tangibles and to determine the demographic profile in terms of age, sex, civil
status, occupation and income.
The researcher seek advice to the research adviser for what is the researcher going
to do. The researcher browsed to the internet some other citations, and went to the library
to find some related studies to the researcher’s study. The researcher compiled some similar
and related studies to the researcher’s study to support the researcher’s study
For the acceptability of the study, the researcher composed a self-made
questionnaire to determine the. The questionnaire administered to sixty (60) customers of
the Andok’s business. The questionnaire was composed of questions where the respondent
would put a check mark to fill the necessary information on the blanks.
Data Gathering Procedures
Finding answers to the posed questions for the study required the researcher to
undergo the following procedures. The researcher first sought permission from the
Principal of Laboratory Schools with the guidance of the researcher’s research adviser to
allow the researcher to employ the owner of the company and the customers or clients of
the company as respondents to the said research. After seeking permission, the researcher
prepared a self-made questionnaire to generate responses from the target respondents.
The results of the questionnaires administered were analyzed. The outcome became
the basis of service quality of the company, and the effect of the business management
practices to the business stability of the company. The researcher sought suggestions from
the research adviser. The researcher presented to the research adviser for comments and
suggestions. After thorough revisions as per advice, the researcher gathered the answers
for acceptability. It was a questionnaire administered to sixty (60) customers and
determined the service quality in terms of reliability, responsiveness, assurance, empathy
and tangibles and determined the demographic profile in terms of age, sex, civil status,
occupation and income. After retrieval of the questionnaires, all data were tabulated and
subjected to statistical treatment. Results were then analyzed and interpreted.

Statistical Treatment Data
To determine the percentage for demographic profile and consumer behavior, the
researcher utilized the Frequency and Percentage Distribution, the formula of which is as
follows:
𝒇
(𝑷𝒆𝒓𝒄𝒆𝒏𝒕𝒂𝒈𝒆)% = × 𝟏𝟎𝟎
𝑵
Where: % = Percent
f = Frequency
N = Number of cases
To determine the level of the satisfaction, the researcher utilized the Weighted
Mean, the formula of which is as follows:
𝟒𝒇𝟒 + 𝟑𝒇𝟑 + 𝟐𝒇𝟐 + 𝟏𝒇𝟏

𝑾𝑴 =
𝑵
Where: WM = Weighted Mean

f = Frequency
N = Total number of Respondents
The relationship of service quality to demographic profile and consumer behavior
was measured using the scale that follows:
(𝑓𝑜 − 𝑓𝑒 )2
𝑥2 = ∑
𝑓𝑒
Where: fo = the observed frequency (the observed counts in the cells)
fe = the expected frequency if NO relationship existed between the variables

The level of satisfaction on service quality was measured using the scale that
follows:
Range Remarks
3.26 – 4.00 Strongly Agree
2.51 – 3.25 Agree
1.76 – 2.50 Disagree
1.00 – 1.75 Strongly Disagree
Chapter IV
RESULTS AND DISCUSSION
This chapter presents the results of the study. Analysis and interpretation are also
given in the discussion. The researcher’s acceptance or rejection of hypothesis given is also
provided in the light of findings generated.
Demographic Profile
Table 1.1 Frequency and Percentage of respondents in terms of Sex
Frequency Percent
Male 27 45.0
Female 33 55.0
Total 60 100.0
Table 1.1 presents the demographic profile of the respondents in terms of sex.
According to Homberg and Gierung (2001), the impact of gender on buying behavior has
attracted some research interest. Based on these arguments, lead to the suggestion that
gender might moderate the linkages between the three satisfaction dimensions and loyalty.
It shows that there were 27 males and 33 females who gave response to the given
questionnaires. The females were dominant, with a percentage of 55.0 and the males has a
percentage of 45.0.
Table 1.2 Frequency and Percentage of respondents of Age
Frequency Percent
20-25 yrs. 12 20.0
26-30 22 36.7
31-35 10 16.7
36 and above 16 26.7
Total 60 100.0
Table 1.2 presents the demographic profile of the respondents in terms of age.
According to Roedder and Cole (1986) age is an important factor affecting consumer
behavior. Specifically, age differences are of concern to marketing practitioners, who face
the problem of tailoring marketing communications to fit the processing abilities of both
age groups. The table clearly indicating the majority of the customer belongs to age 26-30
which counts for 36.7% of total 60 respondents. The second largest age-group is 36 and
above that counts for 26.7%. The study shows 20.0% customer belongs to the group of 20-
25 years old and the age group 31-35 represent 16.7% of the customer which almost quarter
of the total respondents. At the moment, from this survey it is clear that the majority
(63.4%) customer is from age group 26 and above.
Table 1.3 Frequency and Percentage of respondents in terms of Civil Status
Frequency Percent
Single 33 55.0
Married 25 41.7
Widowed 2 3.3
Total 60 100.0
Table 1.3 presents the demographic profile of the respondents in terms of civil
status. According to Beattie, 1991; Nadler & Stockdale, (2012). Beattie (1991) suggested
that marital status is sometimes used as an indicator to determine how likely it is an
employee will remain in the same geographical location, his or her willingness to travel,
his or her health benefits, his or her level of commitment, and his or her fit within the
organization. It shows that 55% of the respondents are single and it has the higher
percentage among all. There are 41.7% married and 3.3% are widowed.
Table 1.4 Frequency and Percentage of respondents in terms of Occupation
Frequency Percent
Student 12 20.0
Employed 31 51.7
Unemployed 9 15.0
Self-employed 8 13.3
Total 60 100.0
Table 1.4 presents the demographic profile of the respondents in terms of
occupation According to Safakli (2007) research has found occupation to be a significant
factor affecting customer and patient perceptions of overall service quality. It shows the
occupation of the respondent and there employed are the majority group that indicates
51.7% which is almost half of the customer. The second largest group belonged to students,
which is 20.0%. 15.5% was unemployed and 13.3% was self-employed. Therefore, it
seems that the company’s majority customer is employed or students that in combined
represent over 70% of the total customer

Table 1.5 Frequency and Percentage of respondents in terms of Income
Frequency Percent
P500-4999 20 33.3
P5000-9999 16 26.7
P10,000-14,999 12 20.0
P15,000-19,999 8 13.3
P20,000-24,999 4 6.7
Total 60 100.0
Table 1.5 presents the total amount of monthly income of the respondents. It has
been determined that in some cases the income of a person has a strong effect on choice
decisions (Zeithaml, 1985). Generally, statistics indicate that people with higher income
have achieved a higher level of education. As a result, they often engage more in
information processing prior to the decision process (Schaninger & Sciglimpaglia, 1981),
and their choice is essentially based on the evaluation of the information given to them.
Thus, this paper examines the relationship of income as a demographic characteristic that
might affect the consequences of service quality. There are 16 number of respondents that
have a range of monthly income of P500-4999 which is equivalent to 33.3 percent and it
shows the higher percentage among all. There is a percentage of 26.7 who have a range of
monthly income of P5000-9999. Respondents with a range of income of P15,000-19,999
has a 13.3 percent and 6.75 percent have P20,000-24,999. Therefore, it seems that the
company’s majority customer has a range of income of P500-4999 and P5000-9999
represent over 60% of the total customer

Table 2.1 Frequency and Percentage of respondents in terms of the frequency of

buying the product
Frequency Percent
Daily 3 5.0
Weekly 32 53.3
Monthly 24 40.0
Others 1 1.7
Total 60 100.0
Table 2.1 presents the behavior of the consumers in terms of frequency of buying
the product. According to the study entitled “Impact of the product quality on consumer
satisfaction and corporate brand,” those respondent, who are most satisﬁed (46.9%),
purchase the company’s products once a week. They have analyzed whether the frequency
of purchase at Milsy is affected by the prices of their products. They conclude that there
exists a dependency between the price of the pro-ducts and the frequency of purchase of
such products at Milsy. Five percent of the respondents is a daily consumer of Andok’s.
There are 32 respondents that weekly purchased the products which is 53.5 percent of the
total percentage. There is a 40.0 percent of the respondents who buys monthly the product
and a 1.7 percent of the total percentage answered others. This distribution table shows that
most of the respondents are weekly consumers of Andok’s Business.
Table 2.2 Frequency and Percentage of respondents in terms of the influence in

buying the product
Frequency Percent
Friends 9 15.0
Personal Choice 32 53.3
Family 19 31.7
Total 60 100.0
Table 2.2 presents the behavior of the consumers in terms of influence in buying
the product. There are nine respondents that are influenced by their friends to buy at the
store which is 15.0 percent. There is a 31.7 percent that are influenced by their family.
Family buying behavior has been researched extensively. Companies are also interested in
which family members have the most influence over certain purchases. Children have a
great deal of influence over many household purchases. For example, in 2003 nearly half
(47 percent) of nine- to seventeen-year-olds were asked by parents to go online to find out
about products or services, compared to 37 percent in 2001. IKEA used this knowledge to
design their showrooms. The children’s bedrooms feature fun beds with appealing
comforters so children will be prompted to identify and ask for what they want. “Teen
Market Profile,” Mediamark Research, 2003. There are 32 respondents who personally
choose to buy products in Andok’s at 53.3 percent out of the total percentage.
Table 2.3 Frequency and Percentage of respondents in terms of the reasons in

buying the product
Frequency Percent
Good Ambiance 9 15.0
Affordable 11 18.3
Convenient 29 48.3
Total 49 81.7
Missing System 11 18.3
Total 60 100.0
Table 2.3 presents the behavior of the consumers in terms of reasons in buying the
product. A good ambiance of the store attracts nine respondents which is 18.4 percent to
visit the place and to buy products. There are 11 respondents who visits the store because
of their affordable products, having an 18.3 percent. Convenience of the store greatly
affects the decisions of 49 customers who visits and buys products which is 48.3 percent
in percentage. Based on the study entitled Factors Affecting Consumers Buying Behavior
in Supermarkets Naeem Ud din-CIMS Lahore Pakistan (2005). Store convenience means
anything which reduces the consumer’s time like travelling to and from the store, facilities
which make easy to get products and services in the store. Previous study states that there
is a positive relationship between convenience and customer satisfaction (Chang & Tu.
2005). The basic criterion for making store choice decision is based on the store location
and the distance of the store to the shoppers have to cover for reaching the store (Ailawadi
& Keller, 2004). Store convenience is most important for consumers and has major impact
on consumers buying decision (Jones, Mothersbaugh, & Beatty, 2003). If the retailer is
more convenient then the consumers will be more satisfied because they offer goods and
services when and where they need (Pappu & Queaster, 2006a). Lastly, there are 11
respondents who didn’t give their reason of visiting the store and buying the products and
it is 18.3 percent in percentage.
Table 3.1 Service Quality in terms of Tangibility
Statement Mean Remarks

1. Arrangement of product 3.50 SA
2. Ventilation of the store 3.33 SA
3. Cleanliness of the store 3.42 SA
4. Spaciousness of the store 3.07 A
5. Proper attire of the staff 3.37 SA
General Weighted Mean 3.34 SA
Table 3.1 presents the service quality in terms of tangibility. Based on the study by
(Nasution, 2010), Tangible is a material-appearance of physical facilities, equipment,
personnel, and communication materials. The statements on service quality in terms of
tangibility, numbers one (1), two (2), three (3) and five (5) got a mean of 3.50, 3.33, 3.42
and 3.37 respectively. It remarks as Strongly Agree. On the fourth statement it has a mean
of 3.07 which remarks as Agree. The overall remarks on the service quality in terms of
tangibility has a total average mean of 3.34 and considered as Strongly Agree.
Table 3.2 Service Quality in terms of Reliability

1. Solving customer’s complaint 3.13 A
2. Provides various services and support to 2.73 A
communities
3. Product Pricing 3.25 A
4. Fresh and clean 3.45 SA
5. Willingness to help customers 3.18 A
General Weighted Mean 3.15 A
Table 3.2 presents the service quality in terms of reliability. Based on the study by
(Nasution, 2010), reliability is the ability to carry out the service which promised with
reliably and accurately The statements on service quality in terms of reliability, numbers
one (1), two (2), three (3) and five (5) got a mean of 3.13, 2.73, 3.25 and 3.18 respectively.
It remarks as Strongly Agree. On the fourth statement it has a mean of 3.45 which remarks
as Strongly Agree. The overall remarks on the service quality in terms of tangibility got a
total average mean of 3.85 and considered as Agree.

Table 3.3 Service Quality in terms of Responsiveness

1. Immediate response to the problem 3.08 A
2. Willingness of the employees to provide service 3.08 A
3. Listens to customer’s comments and suggestions 3.00 A
4. Readiness to respond to customer’s request 3.08 A
5. Attentiveness to help customers 3.12 A
Table 3.3 presents the service quality in terms of responsiveness. Based on the study
by (Nasution, 2010), Responsiveness Willingness to help customers and provide services
quickly. The statements number one (1), two (2) and four (4) received a mean of 3.08,
statement number three (3) received a mean of 3.00 and statement number five (5) received
a mean of 3.12 which is remarks as Agree. The overall remarks on the responsiveness
received a total average mean of 3.07, considered as agree.
Table 3.4 Service Quality in terms of Assurance

1. Authorized Business Permits 3.73 SA
2. Knowledge about the products they sell 3.18 A
3. Knowledge of the employees to answer customer’s 3.18 A
question
4. Respect for the rights of customers 3.26 SA
5. Polite when making transactions 3.35 SA
General Weighted Mean 3.34 SA
Table 3.4 presents the service quality in terms of assurance. Based on the study by
(Nasution, 2010), Assurance is a Guarantee-Knowledge and courtesy of employees and
their ability to convey trust and confidence The statements numbers two and three have a
mean of 3.18 which remarks as Agree. Statement number one has a mean of 3.73, statement
number four has a mean of 3.26 and statement number five has a mean of 3.35 which
remarks as Strongly Agree. The total average mean of service quality in terms of assurance
is 3.34 and this considered as Strongly Agree as an overall remarks.
Table 3.5 Service Quality in terms of Empathy

1. Assistance to the customer 3.27 SA
2. Attentiveness of the employees on the service 3.17 A
delivery
3. Efforts to understand the customers’ needs 3.22 A
4. Giving customers individual attention 3.22 A
5. Appropriate business hours 3.63 SA
Table 3.5 presents the service quality in terms of empathy. Based on the study by
(Nasution, 2010), empathy is the willingness to provide deep concern and specific service
to each customer The statement number one which is about the assistance to the customer,
received a mean of 3.26. On statement number two, the attentiveness of the employees on
the service delivery received a mean of 3.17. For statements number three, efforts to
understand the customers’ needs and statement number four, giving customers individual
attention received a same mean of 3.22. Lastly, statement number five which is the
appropriateness of business hours received a mean of 3.63. The statements in numbers two,
three and four remarks as Agree and the statements one and five remarks as Strongly Agree.
The overall remarks on empathy is considered as Agree, having a total average mean of
3.30.
Table 4.0 Relationship of Level of Satisfaction on Service Quality to Demographic

Profile and Consumer Behavior
Service Quality and Demographic Profile
Relationship Chi-square p-value Decision Conclusion

between Level of value
Satisfaction and;
Sex 0.090 0.792 Fail to Reject Not Significant
the null
hypothesis
Age 4.391 0.222 Fail to Reject Not Significant
the null
hypothesis
Civil Status 4.855 0.088 Fail to Reject Not Significant
the null
hypothesis
Occupation 9.519 0.023 Reject the null Significant
hypothesis
Income 6.099 0.192 Fail to Reject Not Significant

the null
hypothesis
Service Quality and Consumer Behavior

Relationship Chi-square p-value Decision Conclusion
between Level of value
Satisfaction and;
1. Frequency of 3.361 0.339 Fail to Reject Not Significant
buying the the null
product hypothesis
2. Influence in 1.953 0.377 Fail to Reject Not Significant
buying the the null
product hypothesis
3. Reasons in 5.037 0.081 Fail to Reject Not Significant
buying the the null
product hypothesis
Table 4.0 presents the relationship of level of satisfaction in service quality to
demographic profile and consumer behavior. On the first row of the table, it shows that
there is no significant relationship between the level of satisfaction in service quality and
sex of a consumer because the decision was fail to reject the null hypothesis. There is no
significant relationship between the level of satisfaction and age of the consumer because
the null hypothesis was fail to reject. The relationship between level of satisfaction and
civil status has no significant relationship because the p-value is greater than 0.05 which
means the null hypothesis was fail to reject. There is a significant relationship between
level of satisfaction and occupation of the consumers because the p-value is 0.023, if the
p-value is less than 0.05 the null hypothesis will be rejected. In terms of income, it also
results in no significant relationship to the level of satisfaction in service quality because
the null hypothesis is fail to reject. The table shows that the occupation of the customers is
related to the level of satisfaction in service quality of the business. There is no relationship
between the level of satisfaction and consumer behavior because the null hypothesis was
fail to reject. It shows that the consumers’ behavior will not be considered and affected by
the level of satisfaction in the service quality of Andok’s Business in Lucban, Quezon.
Among many demographic variables, research has found occupation to be a significant
factor affecting customer and patient perceptions of overall service quality. Safakli (2007)
found that service quality perceptions differ across customers of different occupational
groups. It has been shown that people buy products and services that match with
requirements of occupations they pursue. Knowledge of customers’ occupation can help
marketers in devising strategies capable of more effectively delivering services to the
specific needs of customers belonging to different occupation groups (Lal, Vij, and Jain
2014).
Chapter V
SUMMARY, FINDINGS, CONCLUSION AND RECOMMENDATIONS
This chapter presents the summary of the study conducted. This also presents the
findings derived from the analysis and interpretation of the results. Moreover, this imparts
the conclusions framed and the recommendations offered thereafter.
Summary
The overriding purpose of this study was to determine the customer’s satisfaction
on service quality of Andok’s in Lucban, Quezon. The study aimed to determine if there is
a significant relationship of level of satisfaction of service quality to the demographic
profile and consumer behavior. Specifically, it sought to determine the demographic profile
in terms of: age, gender, civil status, occupation and income; determine the customer
behavior in terms of frequency, influence and reasons in buying the product; assess the
service quality in terms of: tangibility, reliability, responsiveness, assurance and empathy.
This study is a descriptive type of research utilizing the qualitative-quantitative approach.
Data were gathered through the formulation of questionnaires for needs assessment that
served as test for the level of responses of the respondents. The questionnaire was
distributed to the 60 consumers of Andok’s. The mean values of the results were subjected
to average weighted mean to further qualify and quantify the results. The percentage
formula used to utilize the Frequency and Percentage Distribution of demographic profile
and consumer behavior. The chi-square formula used to test the significant relationship
with respect to the expected relationship. It used to determine the significant relationship
of service quality to demographic profile and consumer behavior.
Findings
Based on the discussions and interpretation of data, the researcher presented the
derived findings:
1. The identified profile of the respondents are as follows:
1.1 In terms of age, there were 12 respondents that aged 20-25 years, 22
respondents that aged 26-30 years, 10 respondents that aged 31-35 years
and 16 respondents that aged 36 and above with a percentage of 20.0, 36.7,
16.7 and 26.7 respectively.
1.2 In terms of gender, there were 33 females which is 55.0 percent and 27
males which is 45.0 percent with the total number of 60 respondents.
1.3 In terms of civil status, there were 33 single respondents which is 55.0
percent, 25 married respondents which is 41.7 percent and 1 widowed
respondent which is 3.3 percent of the target population.
1.4 In terms of occupation, there were 31 respondents with a percentage of 51.7
who were employed, 12 were students with a percentage of 20.0, 9 were
unemployed with a percentage of 15.0 and 8 were self-employed with a
percentage of 13.3.
1.5 In terms of income, the respondents with a range income of P500-4999 have
a frequency of 20 with a percentage of 33.3, P5000-9999 have a frequency
of 16 with a percentage of 26.7, P10,000-14,999 have a frequency of 12

with a percentage of 20, P15,000-19,999 have a frequency of 8 with a
percentage of 13.3 and P20,000-24,999 have a frequency of 4 with a
percentage of 6.7.
2. The perceived behavior of the customers of Andok’s are as follows:
2.1 In terms of how the respondents often visit the store, there were 3
respondents who visits daily with a percentage of 5.0. There were 32
respondents who visits weekly with a percentage of 53.3 and 24 respondents
who visits monthly with a percentage of 53.3. There was 1 respondent
answered others with a percentage of 1.7.
2.2 In terms of who influenced the respondents to visit the store, there were 9
respondents who were influenced by their friends, 32 respondents who
personally choice and 19 respondents who were influenced by their
families. There was a percentage of 15.0, 53.3 and 31.7 respectively.
2.3 In terms of why they visits the business, 9 respondents were attracted by the
good ambiance of the store, 11 respondents were attracted by the affordable
products and 29 respondents were attracted by the convenience. There was
a percentage of 15.0, 18.3 and 48.3 respectively.
3. The level of satisfaction of the customers of Andok’s in service quality are as
follows:
3.1 In terms of tangibility, the average weighted mean was 3.34. Thus, the
customers strongly agree to the statements regarding to their satisfaction on
tangibility.
3.2 In terms of reliability, the average weighted mean was 3.15. Thus, the
customers agree to the statements regarding to their satisfaction on
reliability.
3.3 In terms of responsiveness, the average weighted mean was 3.74. Thus, the
responsiveness.
3.4 In terms of assurance, the average weighted mean was 3.34. Thus, the
assurance.
3.5 In terms of empathy, the average weighted mean was 3.30. Thus, the
empathy.
4. The relationship of level of satisfaction on service quality to demographic
profile and consumer behavior. There is no significant relationship of level of
satisfaction and; gender, age, civil status and income. Also, there is no
relationship to the consumer behavior. In terms of occupation under the
demographic profile it resulted of significant relationship. The null hypothesis
was rejected.
Conclusion
Based from the findings, the researchers generated the conclusion that the service
quality has no significant relationship between the gender, age, civil status and income.
The consumer behavior has no significant relationship on the service quality. In terms of
occupation, the researchers conclude that there is a significant relationship to the level of
satisfaction on the service quality of Andok’s in Lucban, Quezon.
Recommendations
Based from the findings and conclusions, the researchers formulated the following
recommendations:
1. Increase the number of respondents that will take the level of satisfaction to provide
more varied result.
2. Conduct parallel studies using different variable and long time frame to further
quantify results.
3. Employ another study focusing on Andok’s Business as respondent to further
achieve the target goals of the study.

Reference Cited
Ahmad Al-Tit (2015) The Effect of Service and Food Quality on Customer Satisfaction
and Hence Customer Retention https://www.researchgate.net/publication/
282128914_The_Effect_of_Service_and_Food_Quality_on_Customer_Satisfactio
n_and_Hence_Customer_Retention?fbclid=IwAR3TscGp0wG-S8I2zYSbSgbKxc
wjV9aI2Zvqd-BA4j1_lzrSK26KlKFCgSk
Ali Dehgan (2006) Relationship between Service Quality and Customer Satisfaction
http://www.divaportal.org/smash/get/diva2:1020291/FULLTEXT01.pdf?fbclid=I
wAR1TQ1_Tf1cYYA5oTK-Zb--BfVYBdVXc_k5bsGsgCckqEx0r0wLJCpcXc2
A
Asubonteng, P. Mccleary, K.J., & Swan, J.E. (1996) “SERVQUAL revisited: a critical
review of service quality”, The Journal of Services Marketing 10 (6), 62-81
Balabanis G, Reynolds N, Simintiras A (2006). Bases of e-store loyalty: Perceived

switching barriers and satisfaction. J. Bus. Res., 59(2): 214-224.
Beattie, J. C. (1991). Prohibiting marital status discrimination: A proposal for the

protection of unmarried couples. Hastings Law Journal, 42, 1415–1453.
Biesok G, Wyród-Wróbel J. (2011) Customer satisfaction — Meaning and methods of
measuring.https://www.researchgate.net/publication/318013354_Customer_satisf
action_-_Meaning_and_methods_of_measuring
Chan, D. (2000). The development of the airline industry from 1978 to 1998 – A strategic
global overview. The Journal of Management Development, 19 (6), 489-514
Cronin, J.J. Jr, Taylor, S.A (1992), "Measuring service quality: a re-examination and
extension", Journal of Marketing, Vol. 56 pp.55-68.
Cronin, J.J., Brady, M.K., & Hult, G.T.M. (2000). ”Assessing the effects of quality,
value, and customer satisfaction on consumer behavioral intentions in service
environments”. Journal of Retailing, 76(2), 193-218.
Damasio, A. (1994). Descartes’error: Emotion, reason and the human brain. New York,
NY:Quill.
DeWalt, K., DeWalt, B., & Wayland, C. (1998). Participant observation. In H. Bernard
(Ed.),Handbook of methods in cultural anthropology (pp. 259–300). Walnut Creek,
CA: AltaMiraPress.
Dijksterhuis, A., & Bargh, J. A. (2001). The perception-behavior expressway: Automatic

effects ofsocial perception on social behavior. Advances in Experimental Social
Psychology, 33, 1–40.
Edward, M., & Sahadev, S. (2011). Role of Switching Costs in the Service Quality,
Perceived Value, Customer Satisfaction and Customer Retention Linkage. Asia
Pacific Journal of Marketing and Logistics, 23(3), 327-
345.http://dx.doi.org/10.1108/13555851111143240
Evans JR, Lindsay WM (1996). The Management and Control of Quality. St. Paul, MN:
West.
Fotaki M., (2015). Why and how is compassion necessary to provide good quality
healthcare? Int J Health Policy Manag, 4(44), 199-
201.doi:10.15171/ijhpm.2015.66
Ganesan-Lim, C., Russell-Bennett, R. & Dagger, T. (2008). The impact of service

contact type and demographic characteristics on service quality perceptions.
Journalof Services Marketing, 22:7, 43-57.
Gilbert, F. W., & Warren, W. E. (1995). Psychographic Constructs and Demographic
Segments. Psychology & Marketing, 12(3), 223-237.
Heskett JL, Sasser WE, Hart CWL (1990). Service Breakthroughs, Changing the Rules
of the Game. New York, NY: The Free Press.
Hui, E. C., & Zheng, X. (2010). Measuring Customer Satisfaction of FM Service in

Housing Sector: A Structural Equation Model Approach. Facilities, 28(5), 306-320.
Jerome Christia1 & Dr. Aaron Ard (2016). The Influence of Demographic
Characteristics on Service Quality Perceptions. http://jmm-
net.com/journals/jmm/Vol_4_No_2_December_2016/5.pdf
John T. (Jeff) Taner, Jr. & Mary Anne Raymond (2012). Marketing Principles.
https://2012books.lardbucket.org/books/marketing-principles-v1.0/index.html
Jones JP (1990). The double jeopardy of sales promotions. Harvard Bus. Rev. 68(5): 145-
152.
Kahneman, D. (2003). Maps of bounded rationality: Psychology for behavioral

economics.American Economic Review, 95(3), 1449–1475.
Krishna Naik (2010) Service Quality (Servqual) and its Effect on Customer Satisfaction
in Retailing. https://www.researchgate.net/publication/267989820_Service_
Quality_Servqual_and_its_Effect_on_Customer_Satisfaction_in_Retailing_Introd
uction_-Measures_of_Service_Quality
Kumar, K. S. (2012). Expectations and Perceptions of Passengers on Service Quality With

Reference to Public Transport Undertakings. The IUP Journal of Operations
Management, XI(3), 67-81.
Lal, J., Vij, M., & Jain, S. (2014). Do demographics influence customer service quality
perceptions? A comparative study of Indian and foreign banks. Journal of Services
Research, 14 (2), 75-105.
Malik, S. (2012). Customer Satisfaction, Perceived Service Quality and Mediating Role of
Perceived Value. International Journal of Marketing Studies, 4(1), 68-76.
http://dx.doi.org/10.5539/ijms.v4n1p68
Mini (2017). The Success Story of Andok’s Corporation. https://www.businessnews.com.

ph/success-story-andoks-corporation-20170131/
Lai F, Griffin M, Babin BJ (2009). How quality, value, image, and satisfaction create
loyalty at Chinese telecom. J. Bus. Res., 62(10): 980-986.
Molapo, M., & Mukwada, G. (2011). The Impact of Customer Retention Strategies in the
South African Cellular Industry: The Case of the Eastern Free State. International
Journal of Business, Humanities and Technology, 1(2), 52-60.
Omotayo, O., & Joachim, A. A. (2008). Customer Service in the Retention of Mobile
Phone Users in Nigeria. African Journal of Business Management, 2(2), 26-31.
Pantouvakis, A., & Bouranta, N. (2013). The Link between Organizational Learning Culture
and Customer Satisfaction: Confirming Relationship and Exploring Moderating Effect.
The Learning Organization, 20(1),
48-64. http://dx.doi.org/10.1108/09696471311288528.
Pantouvakis, A., & Bouranta, N. (2013). The Link between Organizational Learning
Culture and Customer Satisfaction: Confirming Relationship and Exploring
Moderating Effect. The Learning Organization, 20(1), 48-64.
from,http://dx.doi.org/10.1108/0969647131128852
Parasuraman, A., Berry, L., & Zeithaml, V. (1991). Perceived Service Quality as A
Customer-Based Performance Measure: An Empirical Examination of
Organizational Barriers Using An Extended Service Quality Model. Human
Resource Management, 30(3), 335-364.
from,http://dx.doi.org/10.1002/hrm.3930300304
Parasuraman, A., Zeithaml, V., & Berry, L. (1988). SERVQUAL: A Multiple-Item Scale
for Measuring Consumer Perceptions of Service Quality. Journal of Retailing,
64(1), 12-40.
Reichheld, F.F, Sasser, W.E. (1990), "Zero defections: quality comes to services",
Harvard Business Review, pp.105-11.
Reichheld, F.F. (1996), The Loyalty Effect, Harvard Business School Press, Boston, MA.
Schaninger, C., & Sciglimpaglia, D. (1981). The influence of cognitive personality traits
and demographics on consumer information acquisition. Journal of Consumer
Research, 8, 208-216.
Schiffman, L.G. and Kanuk, L.L. (2004), Consumer Behavior, Prentice Hall, Upper
Saddle River, NJ.
Slama, M., & Tashlian, A. (1985). Selected socioeconomic and demographic

characteristics associated with purchasing involvement. Journal of Marketing, 49,
72-82.
Thai V.V., 2015. The Impact of Port Service Quality on Customer Satisfaction? The Case
of Singapore. Maritime Economics & Logistics, (June 2015), 1-23.
doi:10.1057/mel.2015.19.
Zeithaml, V. A. (1985). The new demographics and market fragmentation. Journal of

Marketing, 49, 64-75.
APPENDICES
A: LETTER/S
SOUTHERN LUZON STATE UNIVERSITY

Laboratory Senior High School
Lucban, Quezon
February 27, 2018
Mr. ALDRIN D. PABELLA
Greetings of peace!
The undersigned are Grade 12 students from Southern Luzon State University currently
pursuing Accountancy, Business and Management (ABM). They are requesting a
permission to validate their survey questionnaires regarding their study entitled
“Customer Satisfaction on Service Quality of Andok’s in Lucban, Quezon” which
serves as their research instrument. Your comments and suggestions will be helpful to
further improve the instruments for their study.
Thank you for your kind consideration God Bless!
Respectfully yours,
(SGD)
JEA RICA P. RAÑESES
Researcher
(SGD)
EMANUELLE DAVID BERMUDO
Researcher
Noted by:
(SGD)
Mr. EL DOULOS B. CHUA
Research Adviser

Lucban, Quezon
February 27, 2018
Ms. JESSICA P. GAANAN
Greetings of peace!
Respectfully yours,
(SGD)
Researcher
(SGD)
Researcher
Noted by:
(SGD)
Research Adviser

Lucban, Quezon
February 27, 2018
Mrs. EDINA BOJEADOR
Greetings of peace!
Respectfully yours,
(SGD)
Researcher
(SGD)
Researcher
Noted by:
(SGD)
Research Adviser

Lucban, Quezon
February 27, 2018
Mr. JONALD P. SEÑO
Greetings of peace!
Respectfully yours,
(SGD)
Researcher
(SGD)
Researcher
Noted by:
(SGD)
Research Adviser

Lucban, Quezon
February 27, 2018
Mr. JAKE A. PRINCIPE
Greetings of peace!
Respectfully yours,
(SGD)
Researcher
(SGD)
Researcher
Noted by:
(SGD)
Research Adviser

Lucban, Quezon
SHERYL CERILLO
Andok’s Manager
Lucban, Quezon
Dear Madam,
The undersigned is a grade 12 student in Southern Luzon State University taking up the
stand ABM (Accountancy, Business and Management). As such, they would like to request
permission to provide a questionnaire to your customers as the subject of my study, for a
research entitled as “Customer's Satisfaction on Service Quality of Andok's in Lucban,
Quezon”.
As my respondent, I will go to your place to conduct a questionnaire with some of your

customer’s personnel and the status of your business to gather data pertinent to my study.
Rest assures that all data gathered will be treated with confidentiality and for academic
purposes only.
Thank you and we look forward to a favorable response to my request.
Respectfully yours,
(SGD)
Researcher
(SGD)
Researcher
Noted by:
(SGD)
Research Adviser

Lucban, Quezon
Dear Respondents,
permission to conduct an interview with you regarding with their research study entitled
“Customer Satisfaction on Service Quality of Andok’s in Lucban, Quezon.”
The undersigned assure you that the data they will be gathered through the interview will
be secured confidentially and for research purposes only.
Thank you for your consideration. God Bless!
Respectfully yours,
(SGD)
Researcher
(SGD)
Researcher
Approved by:
(SGD)
Research Adviser
B: INSTRUMENT

Lucban, Quezon
SURVEY QUESTIONNAIRE
We are Senior High school students from Southern Luzon State University taking
up Accountancy and Business Management (ABM) track and currently taking a research
paper for capstone entitled “Customer’s Satisfaction on Service Quality of Andok’s in
Lucban, Quezon”.
We would like you to help us complete our study by filling upon and complete this
corresponding response.
Your answer to this survey will be treated with strict confidentially. Your response
will be greatly appreciated. Thank you for your kind consideration.
Bermudo, Emanuelle David

Rañeses, Jea Rica P.
The Researchers
Direction: Please put a check (/) on the provided before the choices in which corresponds
your answer.
1. Demographic/Customer Profile
Name (optional):
a) Gender: ( ) Male ( ) Female
b) Age: ( ) Below-20 years old ( ) 26-30 years old

( ) 21-25 years old ( ) 31 and above
c) Civil Status: ( ) Single ( ) Widowed

( ) Married ( ) Divorced
d) Occupation: ( ) Student ( ) Unemployed

( ) Employed ( ) Self-employed
e) Income: ( ) 0 – 4999 ( ) 15,000 – 19,999

( ) 5000 – 9,999 ( ) 20,000 – 24,999
( ) 10,000 – 14,999 ( ) 25,000 and above
2. Consumer Behavior
2.1 How often do you buy Andok’s products?
( ) Daily ( ) Weekly ( ) Monthly _________ Others, please specify
2.2 Who influenced you to buy Andok’s products?

( ) Friends ( ) Family ( ) Personal Choice
2.3 Reason why you buy Andok’s products?

( ) Good ambiance ( ) Convenient ( ) Affordable _________Others, please
specify
Direction: Please check (/) in the appropriate box of your perception in service quality of
the business
4 – Strongly agree
3 – Agree
2 – Disagree
1 – Strongly Disagree
STATEMENTS 4 3 2 1
Tangibility
1. Arrangement of the product
(Kaayusan ng produkto)
2. Ventilation of the store
(Bentilasyon ng tindahan)
3. Cleanliness of the store
(Kalinisan ng tindahan)
4. Spaciousness of the store
(Angkop na espasyo ng tindahan)
5. Proper attire of the staff
(Tamang damit ng kawani)
Reliability
1. Solving customer’s complaint
(Paglutas ng reklamo ng kustomer)
2. Provides various services and support to
communities
(Nagbibigay ng iba't ibang mga serbisyo at suporta sa mga

komunidad)
3. Product Pricing
(Pagpepresyo ng produkto)
4. Fresh and clean products
(Sariwa at malinis na mga produkto)
5. Willingness to help customers
(Kagustuhan upang tulungan ang mga kustomer)
Responsiveness
1. Immediate response to the problem
(Agarang pagtugon sa problema)
2. Willingness of the employees to provide service
(Kagustuhan ng mga empleyado upang magbigay
serbisyo)
3. Listens to customer’s comments and suggestions
(Pakikinig sa mga komento at suhestiyon ng kustomer)
4. Readiness to respond to customer’s request
(Pagiging handa upang tumugon sa kahilingan ng
kustomer)
5. Attentiveness to help customers
(Pag-iingat upang matulungan ang mga kustomer)
Assurance
1. Authorized Business Permits
(Mga business permits na pahintulot sa negosyo)
2. Knowledge about the products that they sell
(Kaalaman tungkol sa mga produkto na ibinebenta nila)
3. Knowledge of the employees to answer customer’s
question
(Kaalaman ng mga empleyado upang sagutin ang tanong
ng kustomer)
4. Respect the rights of customers
(Paggalang sa mga karapatan ng mga kustomer)
5. Polite when making transactions
(Magalang kapag gumagawa ng mga transaksyon)
Empathy
1. Assistance to the customer
(Pagtulong sa kustomer)
2. Attentiveness of the employees on the service
delivery
(Pag-unawa ng mga empleyado sa paghahatid ng
serbisyo)
3. Efforts to understand the customers’ needs

(Mga pagsisikap upang maunawaan ang mga
pangangailangan ng mga kustomer)
4. Giving customers individual attention
(Pagbibigay ng indibidwal ng pansin sa mga kustomer)
5. Appropriate business hours
(May tamang oras ng pagnenegosyo)
Problems and Comments: (Optional)
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________
Recommendations: (Optional)
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________
C: COMPUTATION
OBJECTIVE 1
Frequency Table
Sex
Frequency Percent Valid Percent Cumulative Percent

Valid 1.00 27 45.0 45.0 45.0
2.00 33 55.0 55.0 100.0
Total 60 100.0 100.0
Age

Valid 1.00 12 20.0 20.0 20.0
2.00 22 36.7 36.7 56.7
3.00 10 16.7 16.7 73.3
4.00 16 26.7 26.7 100.0
Total 60 100.0 100.0
CivilStatus

Valid 1.00 33 55.0 55.0 55.0
2.00 25 41.7 41.7 96.7
3.00 2 3.3 3.3 100.0
Total 60 100.0 100.0
Occupation

Valid 1.00 12 20.0 20.0 20.0
2.00 31 51.7 51.7 71.7
3.00 9 15.0 15.0 86.7
4.00 8 13.3 13.3 100.0
Total 60 100.0 100.0
Income

Valid 1.00 20 33.3 33.3 33.3
2.00 16 26.7 26.7 60.0
3.00 12 20.0 20.0 80.0
4.00 8 13.3 13.3 93.3
5.00 4 6.7 6.7 100.0
Total 60 100.0 100.0
ConsumerBehavior1

Valid 1.00 3 5.0 5.0 5.0
2.00 32 53.3 53.3 58.3
3.00 24 40.0 40.0 98.3
4.00 1 1.7 1.7 100.0
Total 60 100.0 100.0
ConsumerBehavior2

Valid 1.00 9 15.0 15.0 15.0
2.00 32 53.3 53.3 68.3
3.00 19 31.7 31.7 100.0
Total 60 100.0 100.0
ConsumerBehavior3

Valid 1.00 9 15.0 18.4 18.4
2.00 11 18.3 22.4 40.8
3.00 29 48.3 59.2 100.0
Total 49 81.7 100.0
Missing System 11 18.3
Total 60 100.0
OBJECTIVE 3
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Tangibility1 60 3.00 4.00 3.5000 .50422
Tangibility2 60 2.00 4.00 3.3333 .60132
Tangibility3 60 2.00 4.00 3.4167 .53016
Tangibility4 60 2.00 4.00 3.0667 .79972
Tangibility5 60 2.00 4.00 3.3667 .66298
Reliability1 60 2.00 4.00 3.1333 .59565
Reliability2 60 2.00 4.00 2.7333 .63424
Reliability3 60 2.00 4.00 3.2500 .62775
Reliability4 60 3.00 4.00 3.4500 .50169
Reliability5 60 2.00 4.00 3.1833 .53652
Responsiveness1 60 2.00 4.00 3.0833 .61868
Responsiveness2 60 2.00 4.00 3.0833 .46182
Responsiveness3 60 2.00 4.00 3.0000 .52076
Responsiveness4 60 2.00 4.00 3.0833 .56122
Responsiveness5 60 2.00 4.00 3.1167 .52373
Assurance1 60 3.00 4.00 3.7333 .44595
Assurance2 60 2.00 4.00 3.1833 .72467
Assurance3 60 2.00 4.00 3.1833 .50394
Assurance4 60 3.00 4.00 3.2667 .44595
Assurance5 60 3.00 4.00 3.3500 .48099
Empathy1 60 2.00 4.00 3.2667 .57833
Emphaty2 60 2.00 4.00 3.1667 .52615
Emphaty3 60 2.00 4.00 3.2167 .58488
Emphaty4 60 2.00 4.00 3.2167 .64022
Emphaty5 60 3.00 4.00 3.6333 .48596
Valid N (listwise) 60
OBJECTIVE 4
Sex * SATISFACTIONCATEGORICAL
Crosstab
SATISFACTIONCATEGORICAL
3.00 4.00 Total

Sex 1.00 Count 17 10 27
% within Sex 63.0% 37.0% 100.0%
% within 43.6% 47.6% 45.0%
% of Total 28.3% 16.7% 45.0%
2.00 Count 22 11 33
% within Sex 66.7% 33.3% 100.0%
% within 56.4% 52.4% 55.0%
% of Total 36.7% 18.3% 55.0%
Total Count 39 21 60
% within Sex 65.0% 35.0% 100.0%
% within 100.0% 100.0% 100.0%
% of Total 65.0% 35.0% 100.0%
Chi-Square Tests
Asymp. Sig. (2- Exact Sig. (2- Exact Sig. (1-
Value df sided) sided) sided)
Pearson Chi-Square .090a 1 .765
Continuity Correctionb .001 1 .978
Likelihood Ratio .089 1 .765
Fisher's Exact Test .792 .488
Linear-by-Linear Association .088 1 .767
N of Valid Cases 60
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 9.45.
b. Computed only for a 2x2 table
Symmetric Measures
Value Approx. Sig.

Nominal by Nominal Phi -.039 .765
Cramer's V .039 .765
N of Valid Cases 60
Age * SATISFACTIONCATEGORICAL
Crosstab
3.00 4.00 Total

Age 1.00 Count 9 3 12
% within Age 75.0% 25.0% 100.0%
% within 23.1% 14.3% 20.0%
% of Total 15.0% 5.0% 20.0%
2.00 Count 16 6 22
% within Age 72.7% 27.3% 100.0%
% within 41.0% 28.6% 36.7%
% of Total 26.7% 10.0% 36.7%
3.00 Count 7 3 10
% within Age 70.0% 30.0% 100.0%
% within 17.9% 14.3% 16.7%
% of Total 11.7% 5.0% 16.7%
4.00 Count 7 9 16
% within Age 43.8% 56.3% 100.0%
% within 17.9% 42.9% 26.7%
% of Total 11.7% 15.0% 26.7%
% within Age 65.0% 35.0% 100.0%
% within 100.0% 100.0% 100.0%
% of Total 65.0% 35.0% 100.0%
Chi-Square Tests
Asymp. Sig. (2-
Value df sided)
Pearson Chi-Square 4.391a 3 .222
Likelihood Ratio 4.268 3 .234
Linear-by-Linear Association 3.424 1 .064
N of Valid Cases 60
a. 2 cells (25.0%) have expected count less than 5. The minimum expected count
is 3.50.
Symmetric Measures
Value Approx. Sig.

Nominal by Nominal Phi .271 .222
N of Valid Cases 60
CivilStatus * SATISFACTIONCATEGORICAL
Crosstab
3.00 4.00 Total

CivilStatus 1.00 Count 24 9 33
% within CivilStatus 72.7% 27.3% 100.0%
% within 61.5% 42.9% 55.0%
% of Total 40.0% 15.0% 55.0%
2.00 Count 15 10 25
% within 38.5% 47.6% 41.7%
% of Total 25.0% 16.7% 41.7%
3.00 Count 0 2 2
% within CivilStatus .0% 100.0% 100.0%
% within .0% 9.5% 3.3%
% of Total .0% 3.3% 3.3%
% within 100.0% 100.0% 100.0%
% of Total 65.0% 35.0% 100.0%
Chi-Square Tests
Asymp. Sig. (2-
Value df sided)
N of Valid Cases 60
is .70.
Symmetric Measures
Value Approx. Sig.

N of Valid Cases 60
Occupation * SATISFACTIONCATEGORICAL
Crosstab
3.00 4.00 Total

Occupation 1.00 Count 10 2 12
% within Occupation 83.3% 16.7% 100.0%
% within 25.6% 9.5% 20.0%
% of Total 16.7% 3.3% 20.0%
2.00 Count 22 9 31
% within 56.4% 42.9% 51.7%
% of Total 36.7% 15.0% 51.7%
3.00 Count 2 7 9
% within 5.1% 33.3% 15.0%
% of Total 3.3% 11.7% 15.0%
4.00 Count 5 3 8
% within 12.8% 14.3% 13.3%
% of Total 8.3% 5.0% 13.3%
% within 100.0% 100.0% 100.0%
% of Total 65.0% 35.0% 100.0%
Chi-Square Tests
Asymp. Sig. (2-
Value df sided)
N of Valid Cases 60
is 2.80.
Symmetric Measures
Value Approx. Sig.

N of Valid Cases 60
Income * SATISFACTIONCATEGORICAL
Crosstab
3.00 4.00 Total

Income 1.00 Count 11 9 20
% within Income 55.0% 45.0% 100.0%
% within 28.2% 42.9% 33.3%
% of Total 18.3% 15.0% 33.3%
2.00 Count 13 3 16
% within Income 81.3% 18.8% 100.0%
% within 33.3% 14.3% 26.7%
% of Total 21.7% 5.0% 26.7%
3.00 Count 9 3 12
% within Income 75.0% 25.0% 100.0%
% within 23.1% 14.3% 20.0%
% of Total 15.0% 5.0% 20.0%
4.00 Count 5 3 8
% within Income 62.5% 37.5% 100.0%
% within 12.8% 14.3% 13.3%
% of Total 8.3% 5.0% 13.3%
5.00 Count 1 3 4
% within Income 25.0% 75.0% 100.0%
% within 2.6% 14.3% 6.7%
% of Total 1.7% 5.0% 6.7%
% within Income 65.0% 35.0% 100.0%
% within 100.0% 100.0% 100.0%
% of Total 65.0% 35.0% 100.0%
Chi-Square Tests
Asymp. Sig. (2-
Value df sided)
N of Valid Cases 60
is 1.40.
Symmetric Measures
Value Approx. Sig.

N of Valid Cases 60
ConsumerBehavior1 * SATISFACTIONCATEGORICAL
Crosstab
SATISFACTIONCATEGORIC
AL
3.00 4.00 Total

ConsumerBehavior1 1.00 Count 2 1 3
% within ConsumerBehavior1 66.7% 33.3% 100.0%
% within 5.1% 4.8% 5.0%
% of Total 3.3% 1.7% 5.0%
2.00 Count 19 13 32
% within 48.7% 61.9% 53.3%
% of Total 31.7% 21.7% 53.3%
3.00 Count 18 6 24
% within 46.2% 28.6% 40.0%
% of Total 30.0% 10.0% 40.0%
4.00 Count 0 1 1
% within ConsumerBehavior1 .0% 100.0% 100.0%
% within .0% 4.8% 1.7%
% of Total .0% 1.7% 1.7%
% within 100.0% 100.0% 100.0%
% of Total 65.0% 35.0% 100.0%
Chi-Square Tests
Asymp. Sig. (2-

Value df sided)
N of Valid Cases 60
is .35.
Symmetric Measures
Value Approx. Sig.
N of Valid Cases 60
ConsumerBehavior2 * SATISFACTIONCATEGORICAL
Crosstab
AL
3.00 4.00 Total

ConsumerBehavior 1.00 Count 6 3 9
2
% within 15.4% 14.3% 15.0%
% of Total 10.0% 5.0% 15.0%
2.00 Count 23 9 32
% within 59.0% 42.9% 53.3%
% of Total 38.3% 15.0% 53.3%
3.00 Count 10 9 19
% within 25.6% 42.9% 31.7%
% of Total 16.7% 15.0% 31.7%
% within 100.0% 100.0% 100.0%
% of Total 65.0% 35.0% 100.0%
Chi-Square Tests
Asymp. Sig. (2-
Value df sided)
Pearson Chi-Squa 1.953a 2 .377
re
N of Valid Cases 60
is 3.15.
Symmetric Measures
Value Approx. Sig.

N of Valid Cases 60
ConsumerBehavior3 * SATISFACTIONCATEGORICAL Crosstabulation
3.00 4.00 Total

ConsumerBehavior3 1.00 Count 4 5 9
% within 11.8% 33.3% 18.4%
AL
% of Total 8.2% 10.2% 18.4%
2.00 Count 10 1 11
% within 29.4% 6.7% 22.4%
AL
% of Total 20.4% 2.0% 22.4%
3.00 Count 20 9 29
% within 58.8% 60.0% 59.2%
AL
% of Total 40.8% 18.4% 59.2%
% within 100.0% 100.0% 100.0%
AL
% ofTotal 69.4% 30.6% 100.0%
Chi-Square Tests
Asymp. Sig. (2-
Value Df sided)
N of Valid Cases 49
a. 2 cells (33.3%) have expected count less than 5. The minimum
expected count is 2.76.
Symmetric Measures
Value Approx. Sig.

N of Valid Cases 49
FOR RESULTS AND DISCUSSION
Relationship Chi-square value p-value Decision Conclusion

between Level of
Satisfaction and;
Sex 0.090 0.792 Fail to Reject the Not Significant

null hypothesis
Age 4.391 0.222 Fail to Reject the Not Significant

null hypothesis
Civil Status 4.855 0.088 Fail to Reject the Not Significant

null hypothesis
Occupation 9.519 0.023 Reject the null Significant

hypothesis
Income 6.099 0.192 Fail to Reject the Not Significant

null hypothesis
Consumer Behavior 3.361 0.339 Fail to Reject the Not Significant

1 null hypothesis

2 null hypothesis

3 null hypothesis
D: PICTURES
“Requesting a permission to conduct the study”

“Distributing the questionnaire to the customers of Andok’s”

Chapter 1 5

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Chapter 1 5

Uploaded by

Copyright:

Available Formats

Customer’s Satisfaction on Service...

Roast chicken is chicken prepared as food by roasting whether in a home kitchen,

wide variety of cuisines worldwide.

Lechon Manok (Roasted Chicken) is a favorite dish of Filipinos at home. Lechon

is a universally accepted dish that is enjoyed by all cultures.

Andok's is primarily engaged in the business of selling litson manok (roasted

products. (Mini, 2017)

Improvements to service quality may be achieved by improving operational processes;

performance measures and measuring customer satisfaction and other performance

Service quality is an achievement in customer service. It reflects at each service

marketing communications. In general, customers compare perceived service with

disappointed. (Md. Zainal Abedin, 2015)

For the perspectives aforementioned, the researcher decided to determine the

relationship between service quality to demographic profile and consumer behavior.

Background of the Study

companies that offers Roasted Chicken Franchise Philippines.

Service Quality (SERVQUAL) is considered as the most substantial part of any

business as it enables management to identify competitive market advantages in relation to

any business. It is categorized under organizational culture concept. Attaining quality

success. Delivering quality to products and services is a significant component of a

Service quality is considered as an important factor driving customer satisfaction

female respondents. Furthermore, Responsiveness were significantly related to customer

satisfaction for both genders. (Zalatar, 2017)

on determining the relationship between service quality to demographic profile and

Objectives of the Study

This study aimed to determine the level of satisfaction on service quality of

Andok’s in Lucban, Quezon.

Specifically, this study sought to achieve the following objectives:

1. Identify the demographic profile of the customers in terms of:

1.3 Civil Status

2. Determine the consumer behavior:

2.1 Frequency of buying the product

2.2 Influence in buying the product

2.3 Reasons in buying the product

Quezon in terms of:

and consumer behavior of Andok’s in Lucban, Quezon.

Significance of the Study

and/or indirectly benefited.

had encountered on their business towards to their customers.

Future Entrepreneurs. The study can have a significant contribution to future

for the success of their new business.

to findings from this study is taken by customers as a potential upgrading of

to be employed to different respondents from other schools. The related literature

the relationship of service quality and customer satisfaction.

Scope and Limitation

demographic profile and consumers’ behavior of Andok’s in Lucban, Quezon. The

of the School Year 2018 - 2019.

The terms appearing below are defined conceptually and/or operationally to

facilitate better understanding of the study:

convey trust and confidence. It’s a combination of the following: Competence

(having the requisite skills and knowledge); Courtesy (politeness, respect,

consideration and friendliness of contact staff); Credibility (trustworthiness,

Communication: keeping customers informed in a language they understand and

know customers and their specific needs.

element of business strategy.

It includes correct service and prompt reply to customer.

Responsiveness refers to the quick reaction or respond (Merriam-Webster, 1828). In this

readiness of employees to provide service. It concerns ability to provide appropriate

information to customers when a problem occurs. It includes prompt response,

prompt services and quick problem solving.

results from the comparison of expectation with performance. The customers

generally use certain criteria to evaluate service quality by examining reliability,

responsiveness, assurance, empathy and physical aspects.