Chapter 1 5 Group 1 Final

NASUGBU EAST SENIOR HIGH SCHOOL
CHAPTER 1
THE PROBLEM AND ITS BACKGROUND
Introduction
The marketing environment of the 21st century has undergone
rapid change, and businesses must come up with strategies that will
allow them to respond to the market and address changing consumer
behavior, patterns, trends, and preferences. The Republic Act No. 7394
known as the Consumer Act of the Philippines defined a consumer as a
natural person who is a purchaser, lessee, recipient or prospective

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purchaser, lessor, or recipient of consumer products, services, or credit. R
A
C
According to Razak and Shamsudin (2019), customer satisfaction
T
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indicates how well the product use experience compares to the buyer’s C
A
value expectations. It is the expectation perceived by customers before L
purchasing and experiencing the product or service Shamsudin, et al., R

E
S
(2018). Moreover, customer satisfaction has been cited in several
E
A
reviews as having an effect on a company since satisfied customers are R
C
more likely to make repeat purchases (Davras & Caber, 2019; Gerdt et H
2
al., 2019).
On the other hand, customer satisfaction is becoming the focus of
any business, but in the 21st century, addressing the customer's
various demands while also keeping up with technological
advancements is far too difficult. Consequently, it could result in
customers being dissatisfied when businesses fail to live up to their
expectations (Amin et al., 2017). Customer dissatisfaction has the
opposite effect of what an organization aims to achieve through satisfied
clients because the business will lose its competitive advantage over its
rivals.
Hence, a dissatisfied customer will complain to the seller or a
third party, which could tarnish an organization's reputation Rita et al.,

P
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(2019). Just like the post Alique Marie (2019) that circulated online A
C
showing that a deep-fried towel had been served to a customer instead T
I
of fried chicken. The negative word-of-mouth prevailed swiftly because C
A
the unsatisfied customer used social media to address her complaint L
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about Jollibee’s product. Another issue is regarding one of the branches E
S
of the focus fast food chain in this study which is Chowking. The E
A
customer ordered a chicken lauriat at Chowking SM Santa Rosa but he R
C
found a disgusting insect on his meal Jhay Santos (2021). The H
dissatisfied customer complained about Chowking's product on 2

social media as well. And it caused a bad reputation and a decrease in
other possible customers’ trust in Chowking services. 3
The "marketing mix" refers to how a company introduces a new
good or service to the market. The "4Ps of marketing" is a model for
improving its constituent parts. In order for a company’s products and
services to satisfy a particular client's needs or demands, it is helpful to
define its marketing possibilities in terms of price, product, place, and
promotion. The product refers to the goods or services being offered to
the target market. Price pertains to how much goods or services will
cost. While the place deals with the business's store outlets and the
methods of delivery that it employs to reach its customers. Lastly,

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promotion is how a company advertises its products or services. A
C
T
Thus, businesses, especially in the food industry should assess
I
C
customer satisfaction because it allows them to quickly identify key A
L
areas of concern, analyze and evaluate customer relationships, and
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generate ideas for new developments. Additionally, it helps them to E
S
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determine how to increase their customer base, customer loyalty,
A
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revenue, profits, market share, and survival. C
H
Customers are people who want to be acknowledged; if they don't
2
feel appreciated, they won't stay loyal and would instead patronize
the competitor (Zhang et al., 2019). According to a recent study

NASUGBU EAST SENIOR HIGH SCHOOL 4
(Chicu et al., 2019), customers who have a strong, positive emotional
attachment to a retailer will spend 37% more with them.
The study assessed the customer level of satisfaction in Chowking
WalterMart - Nasugbu Branch. It is the light of the foregoing information
that the researchers are motivated to conduct a study on the customer
level of satisfaction in Chowking WalterMart - Nasugbu Branch.
Statement of the Problem
This study assessed the customer level of satisfaction in
Chowking WalterMart - Nasugbu Branch, Nasugbu, Batangas, School
Year 2022-2023. P
R
A
Specifically, this sought to answer the following questions: C
T
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1. What is the assessment of the respondents on the C
A
customer level of satisfaction in relation to: L
R
1.1 product; E
S
E
1.2 price; A
R
C
1.3 place; and H
1.4 promotion? 2
2. What are the most common reasons why customers’ feedback is
an important consideration in a business?
3. What strategies can be proposed to improve the level of
customers’ satisfaction in Chowking Waltermart - Nasugbu
Branch? 5
Significance of the Study
The results and findings of the study are deemed beneficial and
helpful to the following:
Chowking Management. The results of this study provided

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strategies to improve the level of customer satisfaction. R
A
C
Customers. This study can be helpful for the customers for them T
I
to be more aware of that their satisfaction is a vital key for a business C
A
success. L
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Community. The findings of this study can be beneficial for the E
S
E
community. When the business becomes successful, they can expand it
A
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and hire more employees from the community. Moreover, if the business C
H
profit increases their taxes will also increase and that will contribute to
the projects for the community. 2

Researchers. This study can also help the researchers to have a
better understanding of the importance of measuring the customer level
of satisfaction so that they can teach it to the students as well.
Teachers. The findings of this study will be helpful for the
teachers have more ideas and expand their knowledge about the
importance of measuring the customer level of satisfaction so that they
can teach it to the students as well. 6
Learners. This study will be helpful for the students to have a
better understanding of the importance of measuring the customer level
of satisfaction. So that when they do business or entrepreneurship, they
are already aware of it. P

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Future researchers. The findings of the study can be helpful for C
T
the future researchers to improve or enhance this study or use this as a I
C
basis for their own study. A
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Scope and Limitations S
E
A
The study assessed the customer level of satisfaction in Chowking R
C
Waltermart - Nasugbu Branch, in the province of Batangas. H
2
The study is limited only to the 160 student-customers of
Chowking Waltermart - Nasugbu Branch from Nasugbu East Senior
High School.
The assessment of the respondents on the customer level of
satisfaction is in relation to the 4ps of marketing which are the product,
price, place, and promotion.
Furthermore, the study provided strategies to improve the
customer satisfaction in the said fast food chain.
7
P
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Definition of Terms
A
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These are the conceptual and operational definitions of the T
I
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following terms used in this study:
A
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Bad Reputation. This term refers to the state or condition of R
E
suffering loss of esteem and of enduring reproach, disrepute stresses S
E
loss of one's good name or the acquiring of a bad reputation (Merriam- A
R
Webster, 2020.). As used in this study, it will lead to loss of customers C
H
and falling sales.
2
NASUGBU EAST SENIOR HIGH SCHOOL 8
Business. This term refers to a person's regular occupation,
profession, or trade (Oxford Languages, 2017.). In this study, it is a
particular company that purchases and sells goods and services.
Competitors. This term refers to a person, team, or company that
is competing against others (Cambridge, 2016.). In the study, they are
the other businesses that offer similar products or services in the same
market.
Customer. This term refers to a person who acquires or uses
goods or services of a kind ordinarily acquired for personal, domestic or
household purpose, use or consumption (Shamsudin, 2020). As used in
the study, this is a person who purchased products or services in P

R
Chowking Waltermart - Nasugbu Branch. A
C
T
Customer Loyalty. This term refers to the behavior of the I
C
customers that leads to repurchase and the willingness of the customer A
L
to purchase future products of the organization (Farid, 2019). In this R
E
study, it is acquired by customer satisfaction because they trust in the S
E
company's brand. A
R
C
Customer Satisfaction. This term refers to how well the product H
use experience compares to the buyer’s value expectations (Razak,

2
2019). In the study, it is the key factor of a company’s profitability.
Expectations. This term refers to a strong belief that something
will happen or be the case in the future (Oxford Languages, n.d.). As
used in this study, it is perceived by customers before deciding to buy
and use the products or services.
Management. This term refers to the process of planning and
organizing the resources and activities of a business to achieve specific
goals in the most effective and efficient manner possible (Wikiversity,
2022). In this study, it refers to the managing staff keeping customers
happy and adhering to health and safety mandates.
Negative Word-of-mouth. This term refers to the information
which impedes brand choice and dissuades purchase for consumers (Igi P
R
Global, 2017). In this study, it is the consumer response to A
C
T
9
dissatisfaction.
I
C
Place. This term refers to the combination of allocation and A
L
decision-making of distribution concerning the association of target R
E
consumers of a given location (Lupiyoadi, 2016). As used in the study, it S
E
is equivalent to a company space where the products can be found by A
R
the customers C
H
Price. This term refers to the value of any service which

2
service providers charge, and consumers pay to compensate for it
(Kotler, 2018). In this study, this is the most important element in
marketing strategy as it generates revenue.
Product. This term refers to anything offered to a market for
attention, acquisition, use, or consumption with the aim to satisfy the
wants or needs of people (Kotler, 2016). As used in the study, this is the
core of the marketing mix strategy where retailers can offer unique
attributes with products quite different from their competitors.
Profit. This term refers to the financial benefit realized when the
revenue generated from a business activity exceeds the expenses, costs,
and taxes involved in sustaining the activity in question (Investopedia,
2022). In this study, it is the primary objective of a business. P 10

R
A
Promotion. This term refers to sales promotion, advertising, C
T
personal selling, public relations, and direct marketing (Borden, 2018). I
C
As used in the study, this is the selling technique to enrich the A
L
marketing program, involving strong communication. R
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A
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CHAPTER 2 E
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REVIEW OF RELATED LITERATURE
C
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This chapter discusses the literatures that relate to the 2
proposed study. These are thematically discussed to give better

understanding of the study. The theoretical framework, conceptual
framework and research simulacrum are also included that give
directions to the study.
Numerous researchers and business owners across the world
have highlighted the importance of customers. As a source of revenue,
the backbone of business strategy, and brand ambassador, indeed,
customers are crucial to the success of any business. It is the primary
reason why businesses nowadays place so much focus on customer
satisfaction. In accordance with Oliver (2014), great customer
experiences result in higher customer satisfaction. Because customers

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have such a significant impact on a business, it is vital for that company R
A
to maintain customer satisfaction levels and foster brand loyalty. 12
C
T
I
Alan et. al (2012) characterized customer satisfaction as assessing C
A
whether a product or service has met the customer's needs and L
R
expectations. Moreover, according to Khadka and Maharjan (2017), E
S
customer satisfaction is an assessment of a product or service based on E
A
past purchases and consumption. Quality of products and services, R
C
H
pricing policies, and space conditions are all important elements in
determining customer satisfaction. 2

Ma et al. (2014) noted that businesses can earn customer
satisfaction to guarantee customer satisfaction by providing the greatest
product, good service experiences, and efficient post-purchase solutions.
Contented customers are more likely to acquire goods and return,
because they are actively interested in making recommendations to
other customers and are less price-sensitive.
Another study conducted by Kadir and Shamsudin (2019) agreed
customer satisfaction can aid in the establishment and preservation of
an organization's reputation. Organizations that conduct business
strive to have a good reputation in the eyes of the world because
it builds trust in the mind of the customer. 13

P
R
Janahi and Al Mubarak (2017) stated that customer satisfaction A
C
T
can be measured in a variety of methods, including rating, comment,
I
C
and response provided by customers. Customer satisfaction is critical A
L
for the firm to maintain since it indicates customer return and loyalty.
R
Furthermore, satisfied customer will provide a positive rating, comment, E
S
E
and response, increasing the likelihood that the organization's products
A
R
or services will be purchased again in the future. If the satisfaction C
H
remained for a longer duration, the consumer will turn into loyal
customers. At this level, customers are unlikely to switch from their 2
present brands.
Razak et al. (2018) argued that even if a product is offered at the
lowest possible price, a business may experience problems if the
customer is dissatisfied. Likewise, Smith et al. al (2017) highlighted the
significance of customer satisfaction from a financial perspective, where
happy customers have a favorable impact on the financial standings of
the organization. A satisfied customer is more likely to repeat their
purchase with the same business. At the same time, organizations may
benefit from retaining existing customers Izogo (2017).
A study conducted by Giovanis et. al (2014) revealed that
businesses that offer their products and services to existing customers
have a 60 - 70% success rate, compared to only a 5 - 20% success rate

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when approaching new prospects. Moreover, Shamsudin et al. (2019) A
C
cited that a satisfied customer will tell up to 4-6 people about their T
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experience. C
A
L
On the other hand, Mwakatumbula et al. (2019) suggested that to
R
boost customer satisfaction, businesses must be open to customer E
S
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feedback and consider it as constructive feedback to help a company
A
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improve its operations. C
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2
Product
Išoraitė (2016) defined product as "a physical product or service to
the consumer for which the consumer is prepared to pay." This covers
half of the material commodities purchased by users, such as furniture,
clothing, and groceries, as well as intangible products, such as
services." The items are designed by the company to meet the needs and
wants of the customers. Most businesses nowadays must manufacture
products that are fit for their customers' needs by offering creative
products.
In addition, Kotler (2012) defines product as "anything that is
typically supplied to the market to satisfy the wants or needs of
customers." Products are typically separated into sub-sections, such as

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goods and services produced for the target market in order to suit their A
C
requirements and preferences. T
I
C
Furthermore, Kotler and Armstrong (2012) stated that the product A
L
in question is related to high-quality products that are available on the
R
market at reasonable prices. It was also shown that the product brand E
S
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was significant because numerous market segments used the brand as
A
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a reference when deciding which product to purchase. C
H
According to Nuseir and Madanat (2015), product quality provides
2
satisfaction, improves competitive advantage, and attracts future
customers. By variable goods marketing mix, (Alipour et al., 2018)

suggested ideas like innovative services and additional value services in
a company. Customers will be pleased after experiencing the quality.
Moreover, Sukamto & Lumintan (2015) stated that increasing the
marketing mix, specifically the product, can increase customer
satisfaction significantly.
However, based on the study conducted by Malelak (2021) the
product has a positive but minor effect on customer satisfaction. This
result contradicts the findings of Dewi et al. (2018), who discovered that
product, promotion, employees, and satisfaction all had a positive and
significant effect on customer satisfaction.
P
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Price A
C
T
Išoraitė (2016) argued that "price is viewed as the only component I
C
of the marketing mix that generates revenue and the most essential A
L
determinant in customer satisfaction and loyalty." Price can be defined
R
E
as the product's exchange value. Price is the most important criterion
S
E
for product appraisal, and every company should have a price A
R
management strategy. Firms must match the pricing with the quality C
H
and quantity of their products in addition to giving a competitive price.
2
Customer satisfaction and loyalty can also be influenced by price.
16
Furthermore, Kotler (2012) stressed that the price of an amount of
money is used as an exchange rate to get the benefits of purchasing a
product or service. Prices become a variable aspect of the marketing mix
in which prices can be consistent over time but can also increase or
decrease. Kotler and Armstrong (2012) added that price is a significant
element inherent in the product or service. Price can be the most
important factor for customers when purchasing goods or services.
According to the study conducted by Nuseir & Madanat (2015)
price has become an important factor in customer responses to product
values. Customers are usually satisfied if the quality of the products
outweighs the costs that they pay. This statement supports Sudari et al.
P
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(2019) that discovered in their study that price has the most impact on A
C
customer satisfaction and customer loyalty. T
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C
A
Place L
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E
Pordehghan (2015) pointed out that "distribution refers to efforts
S
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that are done to supply a product or service to clients." Distribution and A
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place are the most basic terms in 4Ps, but they play a critical role." In C
H
marketing, distribution or place is the practice of distributing items to
2
consumers, which can also be argued that place helps consumers
reach or find the products. Companies must also manage their

geographical strategy so that customers can easily find their products
(Paniandi et al., 2018).
According to Kotler (2012), place is an action made by a business
to make their items easily accessible to customers. Additionally, Kotler
and Armstrong (2012) claimed that place is related to product access
and distribution. Location plays a vital role in marketing because it is
tied to both after-sales and pre-sales customer satisfaction,
Organizational supply chains, which include suppliers,
manufacturers, wholesalers, retailers, and end users, gain competitive
positions, allowing companies to better serve their customers (Nuseir &
Madanat, 2015). On the other hand, Niharika (2015) noted that P

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customers who are inconvenienced by the place are dissatisfied, which A
C
T
has a negative impact on the business Indeed, services are a crucial
I
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foundation for achieving customer satisfaction. A
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Promotion
S
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Išoraitė (2016) quoted that "the promotion of the marketing mix is A
R
C
a strategy that helps disseminate information, encourages purchase,
H
and influences the purchase decision process." Promotion is the act of

2
presenting, selling, and acknowledging things to customers.
Likewise, Nuseir & Madanat (2015) agreed that promotion is the

activity of introducing and highlighting products or services to
customers.
According to Kotler (2012), promotion encompasses all activities
undertaken by businesses to communicate and advertise their products
to their target market. Kotler and Armstrong (2012) added that
promotion is a strategy in product marketing. In order to present its
items to the market, the company's funds were degraded as a result of
this advertising. Brochures, billboards, sponsorships, and internet
media are prominent kinds of advertising in print and electronic media.
Niharika (2015) noted that the promotion activity should be
honest, with information that is based on truthfulness, transparency, P

R
and complete sincerity in order to help increase customer happiness. A
C
T
Promotion must be appealing so that people will continue to buy and
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consume the products. A
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Importance of Customer Feedback
S
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Abubakar & Usman (2018) characterized customer feedback as a A
R
C
good, negative, or neutral interaction. Customer complaints have been
H
extensively depicted in the literature as negative feedbacks as a measure

2
of dissatisfaction with a company's service quality. However, Nasr et
al. (2014) emphasized and contradicted this viewpoint by stating

that the five categories of customer feedback are complaints,
compliments, comments, counsel, and concerns. They argued that,
whereas complaints are customer issues about poor services,
compliments are customer appreciation for high-quality services. Also,
whereas customer comments are about how customers view or use
items, customer counsel is about customer suggestions.
Okolo (2017) stated that customers in the 21st century are
extremely aware, demanding, and skilled to the point where they may
even educate service providers on how to deliver good services to them.
Hence, customer feedback can help a business resolve a variety of
problems Ateke et al. (2015). It is an excellent and efficient approach for

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broadening managerial horizons in order to provide appropriate A
C
satisfaction to their numerous clients. In other words, it provides T
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management with insights on how to best meet their customers' diverse C
A
needs and wants. Indeed, businesses refocus their products and L
R
services based on the vital information gained from customer feedback E
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Dah & Dumenyi (2016). They are used to meet customer expectations E
A
and to assure continuous service improvement when complaints are R
C
handled promptly. H
Rita et al. (2019) stressed that before purchasing, prospective 2
customers will review the rating and comments. If the comment and
rating were positive, they might decide to purchase the product from
that company. Based on the study of Izogo (2017), 90% of buyers
consider reviews when making a purchase decision. As a result, it is
necessary for the company to achieve customer satisfaction because the
customer will contribute to the company's good or bad reputation.
However, customers who have experienced a poor service experience
may boycott a company and its brands continuously, even spreading
negative word-of-mouth on social media Park et al. (2018).
According to Zhong & Moon (2020), the level of service provided by
a company has a substantial impact on its customer satisfaction and
loyalty. Tronvoll (2012) established that consumer interest has now

P
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shifted from other product features to quality service, and that as the A
C
wave of competition continues to push enterprises about, they will be T
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unable to compete successfully unless they pay close attention to C
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customer feedback. Thus, managing customer feedback in a company is L
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crucial, and creating it without implementing it is useless Okolo et al. E
S
(2021). E
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C
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Theoretical Framework
2
This study is anchored on the Dissonance Theory of Festinger
as cited by Hinojosa et al. (2017), which suggests that a person who

anticipated a high-value product and received a low-value product
would recognize the disparity and feel dissonance. That is, the unmet
expectations lead to cognitive dissonance or an uncomfortable
psychological state.
This theory argues that post-exposure ratings are primarily a
function of the expectation level because consumers are posited to
perceptually distort expectation-discrepant performance in order to
coincide with their prior expectation level because recognizing
disconfirmation is believed to be psychologically uncomfortable. For
instance, if there is a disparity between customer expectations and
product performance, customers may feel psychological pressure and

P
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attempt to relieve it by altering how they view the product. In fact, A
C
acknowledging dissonance is regarded to be the root of both satisfaction T
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and dissatisfaction. The aforementioned theory also covered the concept C
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of expectations are dynamic and may change throughout a consumption L
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experience. E
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Conceptual Framework R
Applying the theoretical theory led to the conceptual framework. C
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The researchers believed that this research study is intended to deliver a
2
prompt review on assessing the level of customer satisfaction and
enhanced understanding of the factors of customer relationship

management in relation to customer satisfaction. By examining the
literature of prior studies, this article requires assessing the level of
customer satisfaction in Chowking Waltermart - Nasugbu Branch. 22
Moreover, the study delivers a conceptual framework to broaden
the customer satisfaction and becoming the focus of any business
comprising product quality, price, place and promotion in solving
customer problems, physical environment and trust. The mediating role
of the Marketing Mix or 4P’s image will further strengthen the fast-food
chain industry and its customer satisfaction. The research findings
supplement the present literature of 4P’s by enhancing the
understanding of the dimensions of customer satisfaction. The proposed

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conceptual framework contributes significantly to the present literature A
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on customer satisfaction by addressing its theoretical and practical T
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implications. C
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Customer
Satisfaction
= 1.1 product
1.2 price
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1.3 place
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1.4 promotion A
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Strategies to I
improve the C
RESPONDENTS level of A
customers’ L
satisfaction in R
Chowking E
Waltermart - S
Nasugbu E
Branch. A
Reasons why
R
customers’ C
feedback is H
important
2
Figure 1. Simulacrum
CHAPTER 3
RESEARCH METHODOLOGY
This chapter describes the research design, locale and population
of the study, sampling design instrumentation, data gathering P

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procedure used in obtaining pertinent data, and statistical treatment of A
C
data. T
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Research Design C
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The study used the descriptive method of research as it assessed L
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the customer level of satisfaction in Chowking WalterMart - Nasugbu E
S
Branch coupled with the common reasons why customers’ feedback is E
A
an important consideration in a business. In this study, this method R
C
H
was used to gather the needed information and data on customer level
of satisfaction in relation to product, price, place, and promotion. 2

25
According to Bhat (2020), the descriptive research approach
describes the characteristics of the population or phenomenon being
studied. It is primarily focused in making description on the nature of
the population or phenomena on the “what” and not the “why” of the
sampled. These features of the design make it appropriate to be utilized
in the research as it determined to assess the customer level of
satisfaction in Chowking WalterMart - Nasugbu Branch. Considering the
aforementioned features, the descriptive research design was deemed
most appropriate for use to attain the purpose of the study.
Locale of the Study
The locale are the Grade 11 and 12 learners from Nasugbu East P
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Senior High School. The initial permission was sought from Nasugbu A
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East Senior High School before seeking permission to the respondents T
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for the actual conduct of the study.
A
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There are instances where customer satisfaction was not met and
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it caused bad repercussions to the business. Just like the fried towel E
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incident in Jollibee and the insect in a customer’s meal in Chowking, E
A
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they are both a case where customer satisfaction was not met and there C
H
was no proper communication between the customer and seller which
caused the former to post their complaints on social media. It has 2
resulted bad reputation and they had to close their business for a
few days. The main objective of this study is to measure the level of
customer satisfaction in the Chowking Waltemart - Nasugbu Branch so
that the probability of the focus fast food chain in this study having the
problem mentioned will decrease. This study can be a huge help for
them to know what they are best at and what they lack in their
business. The results of the study provided strategies to help the
Chowking management to improve their customer satisfaction. 26
Population of the Study
The research involved 160 respondents in Nasugbu East Senior
High School, Nasugbu, Batangas, S.Y. 2022-2023, hence 10. 88% of the
P
population participated in the study. All 160 respondents are those R
A
involved are customers in Chowking WalterMart- Nasugbu Branch and C
T
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provided assessment to determine the customer level of satisfaction
C
A
relative to the aforementioned components, product, price, place, and L
promotion. R
E
Moreover, for systematic data monitoring, a coding system was S
E
A
implemented to the respondents with code NESHSL001…,
R
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NESHSL002…, NESHSL003…, NESHSL004…, NESHSL005…, H
NESHSL006…, NESHSL007…, NESHSL008…, NESHSL009…,

2
NESHSL010.
The following are the distribution of respondents per section:

Table 1
Respondents of the Study according to Section
in Nasugbu East Senior High School
27
Research Instrument
The researcher exhausted various literatures relative to the P

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customer satisfaction to construct the instrument of the study; hence a A
C
researcher-made questionnaire was constructed on these literatures T
I
C
which was utilized to gather pertinent data for the research (Appendix
A
L
A). The concepts Oliver (2014), Niharika (2015), Išoraitė (2016), and
R
Izogo (2017) are the major literatures in the development of the E
S
questionnaire. E
A
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Part I is about the assessment of the respondents in relation to C
H
product, price, place, and promotion. This consists of 10-item questions
framed from Festinger Theory which were rated on a 4-point Likert 2

scale as follows: 4 – Very Satisfied, 3 – Satisfied, 2 – Unsatisfied and 1 –
Very Unsatisfied.
Part II involved the factors of why customers’ feedback is an
important consideration in a business 10-item questions. The 4-point
Likert scale as follows: 4 – Strongly Agree, 3 – Agree, 2 – Disagree and 1
– Strongly Disagree.
28
Validation and Reliability of the Research Instrument
The researcher-made questionnaire was constructed through the
guidance of the researchers’ subject teacher and adviser. This has
undergone pre-content validation by experts in the field of education,
science, technology, engineering and mathematics, accountancy, P

R
business and management (Appendix __, Page ___). These are teachers A
C
of in Nasugbu East Senior High School occupying coordinatorships T
I
C
relevant to the study. These respectable experts utilized the 3-R
A
L
technique which referred to Retain, Revise and Remove. In case of the
R
“gray area,” the data or information gathered through survey are E
S
reviewed for correctness and veracity of the responses. E
A
R
The researchers acted as the facilitators during the data gathering C
H
process. In case of clarification of some issues, the researcher ensured
that every information was properly treated. 2

Ethical Considerations
The study was submitted and be approved by the subject teacher,
adviser, research coordinator, and school principal. The research paper
has undergone similarity testing using the Turnitin software and yielded
an acceptable index of 15%.
The respondents were oriented in the course or overall process of
the study. The participants were given the privilege not to participate or
withdraw at their convenience. Also, participants were not forced to
answer questions deemed to be in contrast with their values and belief

29
system.
The researchers asked consent from the respondents before the

P
conduct of the study in either survey or discussions. Hence, the R
A
researchers strictly followed all the ethical and professional principles in C
T
I
the conduct of research. The researchers ensured that all information
C
A
or data gathered in the research were used for educational or research L
purposes only. R
E
In addition, all responses in the questionnaires and notes from S
E
A
the discussion were secured and participants were subjected to any
R
C
kind of harm (physical or psychological, etc.). Moreover, upon specific H
time or expiration of standard safekeeping period, accomplished survey

2
questionnaire be shredded to further protect confidentiality.
Data Gathering Procedure
Prior to the distribution of the questionnaire, the researchers
requested permission from the school principal to conduct this study
(Appendix __). Upon approval, the researchers explained the purpose of
the research to the respondents prior to survey. Afterwards, the
researchers distributed the questionnaires personally those who were
involved in the study. Respondents were given ample time to

30
accomplish properly the survey questionnaire.
In addition, the researchers sought the assistance of the
respondents to honestly assess the level of customer satisfaction
Chowking WalterMart - Nasugbu Branch. To ensure proper use of time

P
and effort, a schedule of visitation was prepared to serve as guide and R
A
timetable for administration and retrieval of questionnaire. Then the C
T
I
accomplished survey questionnaire was checked by the researchers for
C
A
completeness of responses before finalizing the retrieval procedures; L
while clarifications from the respondents about the study were properly R
E
accommodated and answered to avoid future misunderstanding. S
E
A
R
C
Statistical Treatment H
Weighted mean and standard deviation were used for the

2
quantitative part:
Weighted Mean and Standard Deviation. These are utilized to
present, analyze, and interpret the assessment on the customer level of
satisfaction in terms of product, price, place, and promotion. Likewise,
the aforementioned statistical treatment was used for presentation,
analysis and interpretation of the assessment in the most common
reasons why customers’ feedback is an important consideration in a
business.
On the other hand, for accurate assessment on the customer level
of satisfaction in terms of product, price, place, and promotion and the
most common reasons why customers’ feedback is an important
consideration in a business, these scales were used:

P
R
A
C
T
31
I
C
A
Scale Range Verbal Interpretation L
R
4 3.50 – 4.00 Very Satisfied (VS) E
S
3 2.50 – 3.49 Satisfied (S) E
A
R
2 1.50 – 2.49 Unsatisfied (U)
C
H
1 1.00 – 1.49 Very Unsatisfied (VU)
Scale Range Verbal Interpretation
2
4 3.50 – 4.00 Strongly Agree (SA)
3 2.50 – 3.49 Agree (A)
2 1.50 – 2.49 Disagree (D)
1 1.00 – 1.49 Strongly Disagree (SD)

P
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A
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T
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C
A
L
R
CHAPTER 4 E
S
E
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA A
R
C
H
This chapter presents the analysis and interpretation of the data
gathered. The discussions follow the order of the topics in the 2
statement of the problem.

1. Assessment of the Respondents on the Customer Level of
Satisfaction in relation to:
1.1 Product. This includes physical product or service to the
consumer for which the consumer is prepared to pay. The items are
designed by the company to meet the needs and wants of the customers.
And most businesses nowadays must manufacture products that are fit
for their customers' needs by offering creative products Išoraitė (2016). 33
Table 2 reveals the respondents’ assessment on customer level of
satisfaction in terms of product. The grand weighted mean of 3.25
revealed that respondents are satisfied on their assessment on customer
level of satisfaction in terms of product. As can be gleaned from the P

R
table, the respondents’ assessment on the menu which has a good A
C
T
variety of items had the top weighted mean of 3.46. This result can be
I
C
attributed that Chowking have a Chinese-inspired menu. Their food A
L
offerings are suitable for the Filipino taste due to the mixed strategy of
R
cooking Chinese delicacies in a Filipino approach. Even if the E
S
E
respondents are satisfied that the menu has a good variety of items, the
A
R
respondents’ assessment on foods are always received with the same C
H
quality had the least weighted mean of 2.43. This means that the
respondents are unsatisfied because of the inconsistency of food 2
quality. This result can have a negative effect on the business

because according to the concept of Nuseir and Madanat (2015),
product quality provides satisfaction, improves competitive advantage,
and attracts future customers. On the other hand, based on the study
conducted by Malelak (2021) the product has a positive but minor effect
on customer satisfaction. This result contradicts the findings of Dewi et
al. (2018), who discovered that product have a positive and significant
effect on customer satisfaction. This means that increasing the
marketing mix, specifically the product, can increase customer
satisfaction significantly.
P
R
A
C
T
I
C
A
L
R
E
34
S
E
A
Table 2
R
C
Respondents’ Assessment on Customer Level of H
Satisfaction in relation to Product 2

P
R
A
C
T
I
C
A
L
R
1.2 Price. It pertains to the amount of money used as an E
S
exchange rate to get the benefits of purchasing a product or service E
A
R
Kotler (2012). Prices become a variable aspect of the marketing mix in
C
H
which prices can be consistent over time but can also increase or
decrease. According to Išoraitė (2016) price is viewed as the only 2
component of the marketing mix that generates revenue and the

most essential determinant in customer satisfaction and loyalty. Hence,
every company should have a price management strategy and they must
match the pricing with the quality and quantity of their products in
addition to giving a competitive price.
As disclosed in Table 3, the respondents’ assessment on customer
level of satisfaction in terms of price had a grand weighted mean of 3.10
and a verbal interpretation that the respondents are satisfied with the
prices of Chowking’s products. The respondents’ assessment on the
prices for food and beverages are affordable had the top weighted mean
of 3.34. This means that respondents are satisfied because Chowking’s
products are reasonably priced. This supports the concept of Nuseir &
P
R
Madanat (2015) that price is an important factor in customer responses A
C
to product values. However, the least values assessed by the T
I
respondents are the products’ quality outweighs the cost that customers C
A
pay and the prices are cheaper than other fast-food chains within the L
R
vicinity of Nasugbu with a weighted mean of 2.48 and 2.49. These E
S
results manifested that Chowking needs to match their pricing with the E
A
quality and quantity of their products. In addition, the respondents’ R
C
assessment revealed that Chowking’s prices are not very competitive. 36
H
Table 3 2
Respondents’ Assessment on Customer Level of

Satisfaction in relation to Price
P
R
A
C
T
I
C
37
A
L
1.3 Place. It plays a vital role in marketing because it is related to R

E
product access and distribution. Place is an important factor in S
E
attracting customers because it is where businesses serve customers or A
R
C
sell their products. The more strategic the location means the better and H
has a higher level of demand. For this reason, it is important for a

2
business to make their items easily accessible to customers.
Data from the Table 4 shows the respondents’ assessment on
customer level of satisfaction in terms of place. The grand weighted
mean of 3.31 with a verbal interpretation that respondents are satisfied
with the geographical location of Chowking. The respondents’
assessment on the place is accessible and easy to find had top weighted
mean of 3.56 showing that their geographical location is effective since
customers can reach or find the products easily. However, even if the
place is accessible to customers, the least value assessed by the
respondents is the noise level is good had a weighted mean of 2.48. The
result revealed that the respondents are unsatisfied with the noise level
inside Chowking. This result can have a negative impact on the

P
business because according to Niharika (2015) customers who are R
A
inconvenienced by the place are C
T
I
dissatisfied. C
A
L
R
E
S
E
A
R
C
H
2
38
Table 4
Satisfaction in relation to Place
P
R
A
C
T
I
C
A
L
39
R
E
1.4 Promotion It pertains to the act of presenting, selling, and
S
E
advertising products to customers. Likewise, Nuseir & Madanat (2015) A
R
agreed that promotion is the activity of introducing and highlighting C
H
products or services to customers. It is the part of the marketing mix
that helps to disseminate information about the business. Thus, the 2
use of TV advertisements, brochures, billboards, and social media

are useful promotion tools to encourage and influence the customer’s
purchase decision.
Table 5 presents the respondents’ assessment on customer level of
satisfaction in terms of promotion. The grand weighted mean of 3.33
revealed that the respondents are satisfied with Chowking’s promotion.
The top value assessed by the respondents includes the video ads
attract people to purchase products in Chowking with weighted mean of
3.50 and verbal interpretation that the respondents are satisfied with
Chowking’s strategy to promote their products in the market. This result
means video ads can influence a customer’s purchase decision. Niharika
(2015) noted that promotion must be appealing so that people will

P
R
continue to buy and consume the products. However, despite of the A
C
effectiveness of the use of video ads to attract customers, the T
I
respondents’ assessment on Chowking has done sales promotion C
A
frequently had the least weighted mean of 2.49. This result shows that L
R
the respondents are not yet satisfied with the frequentness of E
S
Chowkings’ sales promotion. E
A
R
C
H
2
40
00
Table 5
Satisfaction in relation to Promotion
P
R
A
C
T
I
C
A
L
R
E
S
E
A
R
C
H
2
41
2. Reasons why Customer Feedback is an Important
Consideration in a Business.
Abubakar & Usman (2018) characterized customer feedback as a
good, negative, or neutral interaction. It is an excellent and efficient
approach for broadening managerial horizons in order to provide
appropriate satisfaction to their numerous clients. In other words, it
provides management with insights on how to best meet their
customers' diverse needs and wants. Consequently, customer feedback
can help a business resolve a variety of problems Ateke et al. (2015).
Table 6 displays the perception of the respondents in the reasons
why customer feedback is an important consideration in a business. The P

R
grand weighted mean of 3.63 revealed that the respondents strongly A
C
T
agree on the reasons why customer feedback is an important
I
C
consideration in a business. Customer feedback can influence other A
L
potential customers had a weighted mean of 3.78 and a verbal
R
interpretation that the respondents strongly agree that customer E
S
E
feedback can help one’s business to attract prospective customers and
A
R
influence their purchase decision. This has congruence to the C
H
perspective of Rita et al. (2019) that before purchasing, prospective
customers will review the rating and comments. If the comment and 2
rating were positive, they might decide to purchase the product from
that company. Based on the study of Izogo (2017), 90% of buyers
consider reviews when making a purchase decision. Therefore, it is
necessary for the company to achieve customer satisfaction because the
customer will contribute to the company's good or bad reputation. The
respondents’ assessment on customer feedback can help identify
unhappy customers proactively and reduce churn had the least
weighted mean of 3.53 but still have a verbal interpretation that the
respondents strongly agree that acquiring customer feedback can
identify unhappy and churn customers to be aware of their concerns.
Unhappy customers can be a problem for a business as according to
Park et. al (2018) customers who have experienced a poor service

P
experience may boycott a company and its brands continuously, even R
A
spreading negative word-of-mouth on social media. C
T
I
C
A
L
R
E
S
E
A
R
C
H
2
43
Table 6
Respondents’ Assessment on Reasons why Customer Feedback is an
Important Consideration in a Business
P
R
A
C
T
I
C
A
L
R
E
S
E
A
R
C
H
2
P
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A
C
T
I
C
A
L
R
E
S
E
44
A
R
C
3. Proposed Strategies to Improve the Level of Customer
H
Satisfaction in Chowking WalterMart - Nasugbu Branch

2
As an output from the findings of the study, proposed strategies to
improve the level of customer satisfaction in Chowking WalterMart -
Nasugbu Branch were conceptualized. The strategies were anchored on
the findings of the study.
The findings clearly showed that the areas of concern on customer
level of satisfaction matches the need and importance of seeking
customer feedback. Without seeking customer feedback properly,
dissatisfied customers could address their complaints on social media
which could tarnish the company’s reputation. On the other hand,
providing excellent customer support can improve customer level of
satisfaction by making the customers feel acknowledged and that their

P
R
concerns will be addressed properly and will be analyzed and evaluated A
C
to generate ideas for improvement and development of their products T
I
and services. Furthermore, conducting market research allows them to C
A
quickly identify key areas of concern and to address them to improve L
R
customer satisfaction. E
S
E
Based on the analysis, these are the suggested strategies to
A
R
improve the level of customer satisfaction in Chowking WalterMart - C
H
Nasugbu Branch. 45
Proposal
Strategies to Improve Customer Satisfaction
Objective: The strategies to improve customer customer satisfaction
were proposed to serve as guide to improve the level of customer
satisfaction in Chowking WalterMart - Nasugbu Branch.
P
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C
T
I
C
A
L
R
E
S
E
A
R
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H
2
46
P
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A
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T
I
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A
L
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E
S
E
A
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C
H
2
47
CHAPTER 5
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
This chapter presents the summary, conclusions, and
recommendations of the study.
Summary of Findings
1. Assessment on Customer Level of Satisfaction:
1.1 Product
P
R
The grand weighted mean of 3.25 revealed that respondents A
C
are satisfied on their assessment on customer level of satisfaction in T
I
C
terms of product. The result can be attributed that Chowking have a
A
L
Chinese-inspired menu. Their food offerings are suitable for the
R
Filipino taste due to the mixed strategy of cooking Chinese delicacies E
S
in a Filipino approach. However, the respondents are unsatisfied on E
A
R
the inconsistency of food quality.
C
H
1.2 Price
2
The findings revealed a grand weighted mean of 3.10. The
respondents are satisfied with the prices of Chowking’s

products. The respondents are satisfied because Chowking’s
products are reasonably priced. Meanwhile, the respondents are
unsatisfied with the products’ quality as it doesn’t outweigh the cost
they pay. In addition, the respondents’ assessment revealed that
Chowking’s prices are not very competitive.
1.3 Place
The grand weighted mean of 3.31 revealed that respondents
are satisfied with the geographical location of Chowking. The
respondents are satisfied because the place is accessible and easy to
find. However, the respondents are unsatisfied with the noise level
inside Chowking. P
R
A
1.4 Promotion C
T
I
On the respondents’ assessment on customer level of C
A
satisfaction in terms of promotion got a grand weighted mean of 3.42. L
The respondents are satisfied with Chowking’s strategy to promote R

E
S
their products in the market. However, despite of the effectiveness E
A
Chowking’s marketing strategy to attract customers, the respondents R
C
are unsatisfied with the frequentness of Chowkings’ sales promotion. H
2. Reasons why Customer Feedback is an Important 2
Consideration in a Business.
49
Majority of the respondents strongly agree on the reasons why
customer feedback is an important consideration in a business with
a grand weighted mean of 3.62. The findings revealed that the
respondents strongly agree that customer feedback can help one’s
business to attract prospective customers and influence their
purchase decision.
3. Strategies that may be Proposed to Improve the Customer
Satisfaction
The researchers proposed strategies that may help to improve the
Customer Level of Satisfaction in Chowking WalterMart - Nasugbu
Branch.
P
R
A
Conclusions C
T
Based on the findings of the study, the following conclusions were I
C
drawn. A
L
1. The respondents are satisfied with the items listed in Chowking’s R

E
S
menu. However, the respondents are unsatisfied in terms of their
E
A
product quality consistency. R
C
2. The respondents are satisfied with the prices of Chowking’s H
products specifically the foods and beverages as they are

2
reasonably priced. But despite of affordability of their
products, the respondents are unsatisfied with the products’

quality as it doesn’t outweigh the prices they pay. Moreover, the

50
study revealed that their prices are not competitive.
3. The respondents are satisfied with Chowking’s geographical
location as it is accessible and easy to find. However, they are
unsatisfied and inconvenienced with the noise level inside the
establishment.
4. The respondents are satisfied with Chowking’s way of promoting
their products through the use of video ads as it can influence
their purchase decision. Nevertheless, in spite of the effectiveness
of the use of video ads to attract customers, the respondents are
unsatisfied with the frequentness of Chowking’s sales promotion.

P
5. The respondents strongly agree that customer feedback is an R
A
important consideration in a business. It can influence customers’ C
T
I
purchase decision and attract potential customers.
C
A
L
Recommendations R
E
From the preceding findings and conclusions, the following S
E
recommendations are offered by the researchers: A
R
C
1. The establishments may review the food costing to address the H
portioning of items that are served to their valued customers.

2
2. The establishments may review the food costing to address their
pricing scheme that is offered to their valued customers.
3. For future studies, the researchers suggest to consider the nature
of the business if noise can be controlled, in the case of
Chowking, it is a fast-food chain and normally fast-food chains do

51
have a noisy environment.
4. The establishment may focus or review their marketing strategies
in sales promotion to cater all kind of consumers, like the
students.
P
R
A
C
T
I
C
A
L
R
E
S
E
A
R
C
H
2
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NASUGBU EAST SENIOR HIGH SCHOOL

THE PROBLEM AND ITS BACKGROUND

The marketing environment of the 21st century has undergone

allow them to respond to the market and address changing consumer

known as the Consumer Act of the Philippines defined a consumer as a

natural person who is a purchaser, lessee, recipient or prospective

purchasing and experiencing the product or service Shamsudin, et al., R

On the other hand, customer satisfaction is becoming the focus of

any business, but in the 21st century, addressing the customer's

various demands while also keeping up with technological

advancements is far too difficult. Consequently, it could result in

customers being dissatisfied when businesses fail to live up to their

expectations (Amin et al., 2017). Customer dissatisfaction has the

opposite effect of what an organization aims to achieve through satisfied

Hence, a dissatisfied customer will complain to the seller or a

third party, which could tarnish an organization's reputation Rita et al.,

dissatisfied customer complained about Chowking's product on 2

social media as well. And it caused a bad reputation and a decrease in

other possible customers’ trust in Chowking services. 3

The "marketing mix" refers to how a company introduces a new

improving its constituent parts. In order for a company’s products and

services to satisfy a particular client's needs or demands, it is helpful to

define its marketing possibilities in terms of price, product, place, and

promotion. The product refers to the goods or services being offered to

methods of delivery that it employs to reach its customers. Lastly,

the competitor (Zhang et al., 2019). According to a recent study

(Chicu et al., 2019), customers who have a strong, positive emotional

attachment to a retailer will spend 37% more with them.

The study assessed the customer level of satisfaction in Chowking

WalterMart - Nasugbu Branch. It is the light of the foregoing information

that the researchers are motivated to conduct a study on the customer

level of satisfaction in Chowking WalterMart - Nasugbu Branch.

Statement of the Problem

This study assessed the customer level of satisfaction in

Chowking WalterMart - Nasugbu Branch, Nasugbu, Batangas, School

2. What are the most common reasons why customers’ feedback is

an important consideration in a business?

3. What strategies can be proposed to improve the level of

customers’ satisfaction in Chowking Waltermart - Nasugbu

Significance of the Study

helpful to the following:

Chowking Management. The results of this study provided

the projects for the community. 2

Researchers. This study can also help the researchers to have a

better understanding of the importance of measuring the customer level

of satisfaction so that they can teach it to the students as well.

Teachers. The findings of this study will be helpful for the

importance of measuring the customer level of satisfaction so that they

can teach it to the students as well. 6

Learners. This study will be helpful for the students to have a

better understanding of the importance of measuring the customer level

of satisfaction. So that when they do business or entrepreneurship, they

are already aware of it. P

The study is limited only to the 160 student-customers of

Chowking Waltermart - Nasugbu Branch from Nasugbu East Senior

The assessment of the respondents on the customer level of

satisfaction is in relation to the 4ps of marketing which are the product,

price, place, and promotion.

Furthermore, the study provided strategies to improve the

customer satisfaction in the said fast food chain.

Business. This term refers to a person's regular occupation,

profession, or trade (Oxford Languages, 2017.). In this study, it is a

particular company that purchases and sells goods and services.

Competitors. This term refers to a person, team, or company that