DAVE - VILLABAS - Research-Proposal-ABM 2

Sto.
Tomas Senior High School
Department of Education
Region IV-A CALABARZON
Division of Sto. Tomas City
STO. TOMAS SENIOR HIGH SCHOOL

San Miguel, Sto. Tomas City, Batangas
G12 ABM STUDENTS AND THEIR PERCEPTION OF CUSTOMER

SERVICE AMONG FAST FOOD CHAINS: BASIS FOR SERVICE
ENHANCEMENT
DAVE B. VILLABAS
Sto. Tomas Senior High School

March 2023
1
G12 ABM STUDENTS AND THEIR PERCEPTION OF CUSTOMER

SERVICE AMONG FAST FOOD CHAINS: BASIS FOR SERVICE
ENHANCEMENT
A RESEARCH PAPER
Presented to the
Faculty of Accountancy, Business, and Management
In Partial Fulfillment
of the Requirements for the Inquiries, Investigations,
and Immersion (3Is), Applied Subject
in Accountancy, Business, and Management
DAVE B. VILLABAS

March 2023
2
TABLE OF CONTENTS
TITLE PAGE……………………………………………………………….. i
….
APPROVAL ii
SHEET……………………………………………………………
ACKNOWLEDGEMENTS…………………………………………….. iii
………
DEDICATION…………………………………………………………….. iv
……
ABSTRACT………………………………………………………………….. v
TABLE OF vi
CONTENTS………………………………………………………
LIST OF viii
TABLES………………………………………………………………
LIST OF ix
FIGURES……………………………………………………………
CHAPTER
1 THE PROBLEM AND ITS BACKGROUND
Introduction…………………………………………………………….. ___
Context and Rationale…… ___
……………………………………………… _
Theoretical Framework ___
………………………………………………….. _
Conceptual Framework ___
3
………………………………………………….. _
Statement of The Problem ___
………………………………………………. _
Hypotheses………………………………………………………………. ___
Significance of The Study ……………………………………………… ___
Scope and Delimitations ___
………………………………………………… _
Definition of Terms ___
………………………………………………………. _
2 REVIEW OF RELATED LITERATURE
Conceptual Literature…………………………………………………… ___
Research Literature ___
………………………………………………………. _
3 RESEARCH METHODOLOGY ___
Research ___
Method…………………………………………………………. _
Research Design ___
………………………………………………………… _
Respondents of The ___
Study………………………………………………… _
Sampling ___
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Technique……………………………………………………… _
Ethical ___
Issues……………………………………………………………… _
Research Procedures ___
…………………………………………………….. _
Research Instrument ___
……………………………………………………… _
Statistical Treatment of Data …………………………………………… ___
4 PRESENTATION ANALYSIS AND DATA ANALYSIS

(Results & Discussion)
Results…………………………………………………………………. ___
… _
Discussion ………………………………………………………………. ___
5 SUMMARY, CONCLUSION, IMPLICATION, ___

RECOMMENDATION
_
Summary ___
………………………………………………………………….. _
Findings ………………………………………………………………… ___
Conclusion ……………………………………………………………… ___
Recommendation ... ___
……………………………………………………… _
REFERENCES ___
5
………………………………………………………………… _
APPENDICES ___
…………………………………………………………….. _
A. Research Timetable (Gantt Chart)………………………………… ___
B. Letter To The Principal …………………………………………… ___
C. Letter To The Validators ………………………………………… ___
D. Validation Sheet …………………………………………………… ___
E. Informed Consent Letter To The Respondents ………….……….… ___
F. Research Survey ___
Questionnaire……………………………………… _
G. Interview Protocol ……………………………………(if applicable) ___
H. Observation Checklist ……………………………....(if applicable) ___
I. Audio/Visual Materials …………………………..…(if applicable) ___
J. Other Data Collection Procedure Documents ………... (if
applicable)
CURRICULUM VITAE ___

…………………………………………………….
_
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Chapter 1
THE PROBLEM AND ITS BACKGROUND
To simply put it, customer service is the process of assisting customers in

resolving issues, teaching them how to use products, and answering questions.
Customer service is defined in the concept's name: it is about meeting the needs of
customers. And customer service can take many forms, such as answering a
customer's question about a product honestly, accommodating customers in their
need, or processing a purchase return.
The current state of customer service is significant because, as it turns out,

assisting your customers in succeeding benefits your company as well. And happy
customers will always grow your business faster than sales and marketing by telling
their friends and family about it and referring others to it. The quality of a company's
customer service, whether good or bad, can have a significant impact on its success.
Unhappy customers with negative experiences can cost you valuable business, as a
large percentage of customers say they would switch to a different brand after just one
negative experience.
Customer experience is more important than ever, but it has never been more
difficult, as businesses face a perfect storm of rising call amounts, talent shortages,
and rising customer expectations. As teams attempt to adapt to a post-pandemic era of
customer care, the stakes could not be higher. With challenges on all fronts, leaders
must now decide how to prioritize investment in the people, operations, and
technology aspects of their customer service strategies. It is difficult to know where to
focus or what to do first, and businesses must move quickly. Companies that do not
invest in this area risk further talent losses, customer dissatisfaction, and even market
share loss. Customer service has evolved into a significant opportunity for businesses.
It is an area where companies can drive loyalty through a more personalized customer
relationship while unlocking greater productivity, increased revenue, improved job
satisfaction, and real-time customer insights when done well.
This quantitative descriptive research study aims to determine the perception

of the Grade 12 students currently enrolled in the academic strand ABM at Sto.
Tomas Senior High School during the second semester of the current school year,
2022-2023, of the customer service provided by fast food chains.
Context and Rationale (Background of the Study)
This is a current and timely issue because the fast food industry is expanding,
and an expanding industry means more customers. As the industry becomes saturated,
people will begin to wonder which fast food chain will provide them with the best
dining experience, and this is where the problem arises. Studying which fast food
provides the best customer service is critical because it can help customers decide
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which fast food to eat at and it can also help the people running these fast food learn
how other fast food provide customer service and potentially copy their strategy to
achieve the same results.
This topic is definitely widespread, as fast food has become very popular in
the Philippines. You can drive anywhere and I guarantee you will pass at least one or
two fast food restaurants before arriving at your destination. Fast food has become
such an important part of Filipino culture that it is frequently served at birthday
parties as well as group or celebratory dinners. There are numerous fast food
industries in the Philippines, and the majority of Filipinos eat at one every day. Many
people would benefit from our research if we focused on the customer service of fast
food restaurants, as service is one of the factors that people consider when deciding
whether or not to return to a restaurant. If all of the employees are rude to customers,
most customers will be turned off from ever returning, whereas if all of the employees
are nice, people will be more likely to return and eat there.
This issue affects business owners and entrepreneurs because they own and
operate fast-food chains. This research can assist them in identifying what their fast
food lacks in terms of customer service, and once identified, they can train their
employees to improve their performance and provide better service to customers,
thereby increasing their potential profit.
For example, if your karenderya is struggling to make a profit and you're

wondering why, you go online and look for the best way to increase sales. You come
across our study and learn that greeting and saying good morning/afternoon to
customers will make their first impression of your place a positive one. So now,
whenever a customer enters your karenderya, you greet them, giving them a much
better experience, resulting in word-of-mouth marketing and, as a result, more sales.
Customer service is directly related to an on-going program of the

government, specifically entrepreneurship. Customer service is something that
entrepreneurs must consider when starting and running a business. Customer service
is a component of entrepreneurship, which is concerned with the process of
establishing a business and bringing it from concept to reality.
Customer service is related to an increasing number of customers demanding

higher quality services. Service, like other aspects of business, is subject to change.
Our shifting emphasis on the Experience Economy – a market driven by customer
experience – emphasizes the importance of service more than ever. It's a customer-
driven market. When customers have authority, providing exceptional service can
make or break a business' future.
This research can assist the fast food industry in determining the best strategy
for improving customer service and potentially increasing sales. We can find out what
most restaurants lack, what they need to improve on, what approach works best, and
give recommendations on how they can improve their customer service by analyzing
different fast food chains. We'll also learn which fast food chain has the best customer
service, what they're doing right, and how we can replicate their success.
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Theoretical Framework
This study is founded on Thomassen’s Customer Satisfaction Model.

Thomassen (2003, p. 69) defines customer satisfaction as "the perception of the
customer as a result of consciously or unconsciously comparing their experiences
with their expectations." Kotler & Keller (2008, p. 80) build on this definition, stating
that customer satisfaction is determined by "the degree to which someone is happy or
disappointed with the observed performance of a product in relation to his or her
expectations." Performance that is below expectations leads to a dissatisfied customer,
while performance that satisfies expectations produces satisfied customers.
Expectations being exceeded leads to a "very satisfied or even pleasantly surprised
customer" (Kotler & Keller, 2003, p. 80)
The definition of Zeithaml and Bitner (2003. p. 86) is slightly different from
that of Thomassen: "Satisfaction is the consumer fulfillment response. It is a
judgement that a product or service feature, or the product of service itself, provides a
pleasurable level of consumption-related fulfillment." Zeithaml and Bitner's emphasis
is thus on obtaining a certain satisfaction in relation to purchasing.
Thomassen's definition is the most relevant to the aims of this study. given the
emphasis it places on unconscious perception. Although Zeithaml and Bitner, like
Thomassen, say that customer satisfaction is a reaction to the experience gained, there
is no distinction between conscious and unconscious comparisons in their definition.
Thomassen's definition is therefore more relevant to the current study.
Thomassen's Customer Satisfaction Model
According to Thomassen, both the so-called “value proposition” and other

influences have an impact on final customer satisfaction. In his satisfaction model
(Fig. 1), Thomassen shows that word-of-mouth, personal needs, past experiences, and
marketing and public relations determine customers’ needs and expectations.
These factors are compared to their experiences, with the interplay between
expectations and experiences determining a customer’s satisfaction level.
Thomassen’s model is important for this study as it allows us to determine both the
extent to which the customers are satisfied, as well as where improvements can be
made.
Figure 1 Customer satisfaction creation
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Conceptual Framework
The concepts of this study emphasized the perception on fast food customer
service. The variables that were used, give information to understand and to have
knowledge in this study
Figure 2 depicts the Input-Process-Output Model, which was used in the study
as a conceptual framework. The (IPO) framework was utilized to show the materials
and information needed in the process, as well as the specifics of the process and the
expected outcome of the study. It illustrates the process of determining how Grade 12
ABM students at Sto. Tomas Senior High School perceive fast food chain customer
service. In the IPO model, a process is viewed as a series of boxes (processing
elements) connected by inputs and outputs. The IPO model provided the overall
structure and direction for the study. We, the researchers developed the following
model by substituting the variables of this study on the IPO model.
Figure 2. Conceptual Framework
INPUT PROCESS OUTPUT
Demographic Profile 1. Data collection of the -Determine the Perception

students' profile of Grade 12 ABM students
-Age 2. Administering on the Customer Service
-Gender questionnaire among Fast Food Chains
-Grade Level 3. Organization of the
-Section students' responses -Suggested strategies on
4. Statistical analysis of enhancing their customer
-Students' experiences in data service for better customer
fast food customer service satisfaction
For input, it consists of the respondent's profile as well as the students'

experiences in fast food customer service as these are the variables that affect the
problem.
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For process, it includes the questionnaires that were utilized, the data
collection method, the organization of the students' responses and the statistical
analysis of the data. Here, it includes everything from the initial data collection to the
analysis of the data gathered and its implications
Finally, the outcome of the study is included in the output of our research.
Based on the data we will gather, we as researchers will determine the perception of
Grade 12 ABM students on the customer service among fast food chains, we will then
develop recommendations that will assist those businesses that provides customer
service in enhancing their overall performance and, as a result, increasing their
customer satisfaction. This would aid in attracting more customers and meeting
customer expectations, particularly regarding the quality of services they provide.
Statement of The Problem
This quantitative descriptive research study aims to determine G12 ABM

learners' perceptions of the services provided by fast food chains in Sto. Tomas Senior
High School, 2nd Semester, SY: 2022-2023.
Specifically, this study seeks into the following questions:
1. What are the profiles of respondents in terms of?
1.1. Age
1.2. Gender
1.3. Grade Level
1.4. Section
2. What are the characteristics of a good customer service?
2.1. Empathy
2.2. Problem-solving skills
2.3. Communication skills
2.4. Patience
2.5. Active listening skills
2.6. Positive attitude
2.7. Quick response time
2.8. Respect
3. What are the benefits of having good customer service?
3.1. Increases customer satisfaction

3.2. Customers will use word of mouth advertising
3.3. Helps to identify internal blind-spots
3.4. Increases profits
3.5. Improves public image
3.6. Increases customer conversion
3.7. Provides Competitive Advantage
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3.8. Better work environment

3.9. Improves customer loyalty
4. What are the effects of bad customer service?
4.1. Bad customer experience

4.2. Loss of sales
4.3. Loss of brand reputation
4.4. Loss of current customers
4.5. Loss of potential customers
4.6. Loss of employees
5. What are the factors that influence customer service performance quality?
5.1. Consistency
5.2. Prioritization
5.3. Not taking loyal customers for granted
5.4. Technology and social media
5.5. Effective training
5.6. Supporting and organizing employees
5.7. On the job experience
5.8. Teamwork
Hypotheses
Significance of The Study
This research will be conducted with the aim of determining G12 ABM
students' perceptions of the services offered by fast food chains. This study will
provide critical information and knowledge about the chosen topic from respondents,
recent studies, and related sites, as needed for the individuals' expected importance, as
follows:
The Students. This study may serve as a guide and reference for the students
undertaking similar studies.
The Researchers. This research will be a tool for guiding and navigating them in
discovering credible, reliable, and similar factors that are known as essential data for
further understanding on the topic. Indeed, this research is going to be the chief source
of enlightenment that they will surely need in their future studies.
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The Fast Food Chain Owners. This study will assist fast food owners in determining
what they lack in terms of providing service to customers, what the best strategy or
approach to providing service to customers is, and how they can ultimately improve
their customer service. This study can serve as a guide for what they need to do to
satisfy customers and entice them to return and spread word-of-mouth advertising.
The Business Owners. This study will specifically assist owners of businesses that
also provide customer service to be aware of what customers' experiences are, which
they can then analyze to make sound decisions about providing services to customers.
This can aid in identifying internal weak points and weaknesses, which can then be
improved to improve business performance.
The Future Researchers. This research study can be used by researchers who want
to learn more about the topics and content presented in order to conduct new research.
This study will be a valuable resource for researchers who wish to conduct a similar
study on customer service.
Scope and Delimitations
This study focuses on the Grade 12 students currently enrolled in the academic
strand ABM at Sto. Tomas Senior High School during the first semester of the current
school year, 2022-2023. Its primary goal is to determine G12 ABM students'
perceptions of the services offered by fast food chains. This study only considers the
students' age, gender, grade level, and section for identification and classification
purposes. Each respondent is given the same questionnaire, which can be accessed
online and filled out. This study will be carried out with limited financial and time
resources.
Definition of Terms
Perception. The students' way of understanding or thinking about something.
Customer. A student that buys food at fast food chains.
Customer Service. It refers to the assistance that businesses provide to their

customers.
Fast Food Chain. It refers to the restaurants that specialize in foods that can
be prepared and served quickly.
Service Enhancement. It refers to a complex process that aids in the

improvement of service performance in order to keep customers satisfied.
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Chapter 2
REVIEW OF RELATED LITERATURE
Introduction:
This chapter contains a review of related literature and studies that have been
discovered to be relevant to the research that the researchers will be conducting. The
researchers believe that this will help them complete their research.
Conceptual literature
Conceptual literature is a collection of articles, books, and blogs that provide

relevant information about the study. To emphasize the importance of the research,
the researchers reviewed these studies and concepts. The cited literature was
compared to the current study for similarities and differences.
Szyndlar (2023) stated that customer satisfaction is a measurement that

determines how well a company’s products or services meet customer expectations.
According to Jespersen (2020), 71% of businesses admit that there is a

disconnect between what they offer customers and what they truly want.
In 2018, 45.88 percent of Filipinos reported eating fast food one to three times
per week, while 11.11 percent reported eating fast food four to six times per week
(Statista Research Department, n.d.).
Synthesis of the Conceptual literature
Customer satisfaction is a metric that determines how well a company's

products or services meet the expectations of its customers. It's one of the most
important predictors of future purchases and customer loyalty. As a result, it aids in
the prediction of business growth and revenue. It reflects the health of your company
by demonstrating how well your products or services are received by customers.
Maintaining high levels of customer satisfaction is critical if you want to retain more
customers and increase customer lifetime value. Customers will not hesitate to switch
to a competitor that offers better prices, more product options, and more positive
customer service interactions.
Simply put, empathy means putting yourself in your customer's shoes and
attempting to understand how they feel and what they require from you. This is not as
simple as it appears. Many businesses admit that there is a disconnect between what
they offer customers and what they truly want. Establish a culture of empathy in
customer relations to close that gap. That includes all points of contact with
customers, from service and support to marketing and production. In this situation, a
truly emphatic support team can make all the difference. Customers want to be heard
and understood when they interact with a brand. This attitude is especially important
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when it comes to customer service and complaint handling. Even if a customer's issue
was not resolved, they are likely to be satisfied with the service if they were treated
with empathy and understanding.
People eat fast food on a regular basis, with some eating it one to three times
per week and others eating it four to six times per week. Filipinos enjoy trying new
fast foods and restaurants. Filipinos enjoy trying new foods because they are
adventurous. This is why the country has a lot of fast food and restaurants. We
Filipinos are very adventurous, so if something new comes on the market, we will try
it. We don't mind whether it's expensive or not. We'll buy something if it looks and
smells good. This means that as more people eat at fast food restaurants, they will
need to improve their customer service to capitalize on the situation and potentially
gain more loyal customers.
Research literature
The reviewed research literature assisted the researchers in better

understanding the concept of their study. Reviewing different research helps
researchers find solutions to problems and achieve the study's goal.
In a competitive market, fast food restaurants will need to focus on improving

their service quality in order to be able to compete and survive (Gregory et al., 1998).
Zeithaml and Bitner (1996) mention that improvement in service quality

attracts new customers and helps the organization keep their current customers. In
addition to that, as Yu (2002) mentions, higher service quality will make customers be
more satisfied, which will then increase the repurchase incident (i.e., behavioral
intentions).
According to Kim and Lough (2007), the more faithful to a service the
customers become, the more satisfied from the service they will be. That, in turn, will
increase their purchase probability (behavioral intentions) and will also help the firm
use word-of-mouth from its satisfied customers (Laczniak et al., 2001).
Synthesis of the Research literature
In order to compete and survive in a competitive market, fast food restaurants

must focus on improving their service quality. The main reasons why high service
quality is important to an organization are that it increases sales, saves marketing
money, attracts quality employees, strengthens the company's brand, and removes
certain barriers to purchasing, such as convincing a hesitant customer to make a
purchase because they know that if the service is not right for them, they can rely on
strong customer service to resolve the issue.
Customers are at the heart of every business and should always come first.
Improvements in service quality attract new customers while also assisting
organizations in keeping current customers. Furthermore, higher service quality will
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make customers more satisfied, which will increase the repurchase incident (i.e.,
behavioral intentions). The company should constantly strive to improve their
customer service standards. Great customer service can help the business build trust,
improve brand awareness, gain customer loyalty, drive sales, and attract new
customers through valuable recommendations. Keeping your customers happy is more
important than anything else for your business.
Customers who are loyal to a service are more likely to be satisfied with that
service. This, in turn, increases their purchase probability (behavioral intentions) and
helps the company leverage word-of-mouth from satisfied customers. Making loyal
customers is important because, first and foremost, loyal customers are your best
customers, and they significantly contribute to your profits. Customers who are loyal
to your brand will go to great lengths to do business with you. Loyal customers are
simply more valuable and well worth the effort to keep. They are also resistant to
being lured away by your competitors, and you can count on them for repeat business.
There is always someone out there who can provide a better deal to customers than
your company. Loyal customers are difficult to lure away from your competitors, and
you can count on them for repeat business. You can rely on these customers to stick
with your brand even if another company offers a better deal. Finally, retaining
current customers is less expensive than acquiring new customers. It is several times
more expensive to acquire a new customer than it is to keep an existing one. Your
loyal customers are guaranteed profit and come at a much lower cost than trying to
generate new customers.
Conclusion
Customer satisfaction measures how effectively a company's products or

services fulfill the expectations of its customers. It is a key predictor of future
purchases and consumer loyalty, as well as a predictor of business growth and
income. Businesses should build a culture of empathy in customer connections to
bridge the gap between what consumers offer and what they seek. This comprises all
consumer points of interaction, from service and support to marketing and
manufacturing. Filipinos like exploring new fast meals and restaurants, and businesses
that cater to them must enhance their customer service in order to win more regular
consumers.
To remain competitive, fast food establishments must work on increasing their

service quality. This is critical for growing sales, saving money on marketing,
recruiting excellent personnel, enhancing the company's brand, and reducing some
purchase obstacles. Consumers are at the center of every business and should be
happy with the service they receive. Customers that are loyal to a brand are more
valuable than any other type of business. They are also less likely to be enticed away
by competition and can be counted on for repeat business. Loyal consumers ensure
profit and come at a considerably cheaper cost than acquiring new customers.
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Chapter 3
RESEARCH METHODOLOGY
This chapter discusses the research method, design, the respondents,

sampling,ethical issues, research instruments, data gathering procedure, and the data
analysis used.
Research Method
This is a quantitative research method of research that relies on measuring

variables using a numerical system, analyzing these measurements using any of a
variety of statistical models, and reporting relationships and associations among the
studied variables. Quantitative research is regarded as the organized inquiry about
phenomenon through collectionof numerical data and execution of statistical,
mathematical or computational techniques.
Research Design
This is aQuantitative Research usingDescriptive Survey Research Design.

This research design is usedin securing opinions and trends through the use of
questionnaires to gather information on current situations and conditions. The
objective of this study is to ______________________________________________
_____________________________________________________________________
_____________________________________________________________________
Respondents of The Study
The respondents of the study were one hundred (100) G11 ABM, HumSS,
TVL and STEM Learners who are currently enrolled during the 1st Semester, School
Year 2022-2023, in Sto. Tomas Senior High School, Sto. Tomas City, Batangas.
Sampling
Simple random sampling is used in which the respondents were one hundred
(100) Grade-11 students of Sto. Tomas Senior High School (STSHS), San Miguel,
Sto. Tomas City, Batangas enrolled for the SY: 2022-2023 from the 10
sections:_________________________ with an average of 40 students per section .
The researchers list down all members of the population of interest. From this
list, the sample is drawn so that each person has an equal chance of being drawn.
Ethical issues
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The researchers asked consent and assured the respondents of the utmost
confidentiality of the data and the results as strictly required in the research ethical
standards.
Research instrument
The tool being used in this study is a researcher-made survey questionnaire.

The instrument were validated by the subject experts and the recommendations were
all incorporated in the study.
Data collection
The researchers secured permission from the office of the school principal to
conduct the study and the following procedures were executed:
Firstly, the researchers asked consent and gathered the personal information of
the respondents.
Secondly, the survey questionnaire werehanded to the respondents.
Thirdly, the data were collected, tallied, tabulated, analyzed and interpreted.
Data analysis
The data were analyzed to the following statistical tools. For the person-
related factors such as age, gender, and track/strand, the frequency distribution and
percentage were used to describe the person-related information as well as
the__________________________________________________________________
___. To determine the significant difference of the ___________________________.
References
A. Books
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___________________________________________________________________________
____________________________________________________________________
____________________________________________________________________
___________________________________________________________________________
____________________________________________________________________
____________________________________________________________________
___________________________________________________________________________
____________________________________________________________________
____________________________________________________________________
___________________________________________________________________________
____________________________________________________________________
____________________________________________________________________
___________________________________________________________________________
____________________________________________________________________
____________________________________________________________________
B. Published & unpublished Thesis
Gregory, S.R., Smith, K.D., Lenk, M.M., 1998. Factors contributing to internal customer
satisfaction and commitment in quick service restaurants. J. Restaur. Foodserv. Mark.
2 (4), 21-47.
Zeithaml, V.A., Bitner, M.J., 1996. Services Marketing. McGraw-Hill, New York, NY.
Yu, J.F., 2002. A Relationship Study Between Customer Satisfaction and Brand Loyally
(Doctoral dissertation, Ph.D. diss.). National Chiao Tung University.
Laczniak, R.N., DeCarlo, T.E., Ramaswami, S.N., 2001. Consumers' responses to negative
word-of-mouth communication: an attribution theory perspective. J. Consum.
Psychol. 11 (1), 57-73.
Kim, H.D., Lough, N., 2007. An investigation into relationships among constructs of service
quality, customer satisfaction, and repurchase intention in Korean private golf
courses. ICHPER-SD J. Res. Health Phys. Educ. Recreat. Sport Dance 2 (1), 14.
C. Articles
Jespersen, S. (2020, July 31). Council Post: Lead With Empathy to Enhance Customer
Experience. Forbes. Retrieved March 20, 2023, from
https://www.forbes.com/sites/forbesagencycouncil/2020/07/31/lead-with-
empathy-to-enhance-customer-experience/
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D. Electronics
Szyndlar. (2023, February 8). Customer Satisfaction: Why It’s Important in 2023. Customer
Satisfaction: Why It’s Important in 2023. Retrieved March 20, 2023, from
https://survicate.com/customer-satisfaction/importance-customer-satisfaction/
Statista Research Department. (n.d.). Philippines - Average Fast Food Consumption per
Week 2017-2018 | Statista. Statista. Retrieved March 20, 2023, from
https://www.statista.com/statistics/921367/philippines-average-fast-food-
consumption-per-week/
Appendix-A
RESEARCH TIMETABLE (GANTT CHART)
Date
Jan/31/2023
RESEARCH Starts: 05-Dec-22 Date Ends:
PROJECT
DECEMBER 2022 JANUARY 2023
5th
RESEARCH 1st Week 2nd Week 3rd Week 4th Week 6th Week
Week
TIMETABLE
(GANTT
T T T T T T
CHART) M T W F M T W F M T W F M T W F M T W F M T W F
H H H H H H
P 5 6 7 8 9
1 1 1 1 1
2 3 4 5 6 9
1 1 1 1 1 1 1 1 2 2 2 2 2 2
e 2 3 4 5 6 0 1 2 3 6 7 8 9 0 3 4 5 6 7
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Curriculum Vitae
19

DAVE - VILLABAS - Research-Proposal-ABM 2

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DAVE - VILLABAS - Research-Proposal-ABM 2

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Sto.

Tomas Senior High School

Division of Sto. Tomas City

STO. TOMAS SENIOR HIGH SCHOOL

G12 ABM STUDENTS AND THEIR PERCEPTION OF CUSTOMER

Sto. Tomas Senior High School

G12 ABM STUDENTS AND THEIR PERCEPTION OF CUSTOMER

Sto. Tomas Senior High School

1 THE PROBLEM AND ITS BACKGROUND

Context and Rationale…… ___

Theoretical Framework ___

Conceptual Framework ___

Statement of The Problem ___

Significance of The Study ……………………………………………… ___

Scope and Delimitations ___

Definition of Terms ___

2 REVIEW OF RELATED LITERATURE

Conceptual Literature…………………………………………………… ___

Research Literature ___

3 RESEARCH METHODOLOGY ___

Research Design ___

Respondents of The ___

Research Procedures ___

Research Instrument ___

Statistical Treatment of Data …………………………………………… ___

4 PRESENTATION ANALYSIS AND DATA ANALYSIS

Discussion ………………………………………………………………. ___

5 SUMMARY, CONCLUSION, IMPLICATION, ___

Findings ………………………………………………………………… ___

Conclusion ……………………………………………………………… ___

Recommendation ... ___

A. Research Timetable (Gantt Chart)………………………………… ___

B. Letter To The Principal …………………………………………… ___

C. Letter To The Validators ………………………………………… ___

D. Validation Sheet …………………………………………………… ___

E. Informed Consent Letter To The Respondents ………….……….… ___

F. Research Survey ___

G. Interview Protocol ……………………………………(if applicable) ___

H. Observation Checklist ……………………………....(if applicable) ___

I. Audio/Visual Materials …………………………..…(if applicable) ___

J. Other Data Collection Procedure Documents ………... (if

CURRICULUM VITAE ___

THE PROBLEM AND ITS BACKGROUND

To simply put it, customer service is the process of assisting customers in

The current state of customer service is significant because, as it turns out,

This quantitative descriptive research study aims to determine the perception

Context and Rationale (Background of the Study)

For example, if your karenderya is struggling to make a profit and you're

Customer service is directly related to an on-going program of the

Customer service is related to an increasing number of customers demanding

This study is founded on Thomassen’s Customer Satisfaction Model.

Thomassen's Customer Satisfaction Model

According to Thomassen, both the so-called “value proposition” and other

Figure 1 Customer satisfaction creation

Figure 2. Conceptual Framework

INPUT PROCESS OUTPUT

Demographic Profile 1. Data collection of the -Determine the Perception

For input, it consists of the respondent's profile as well as the students'

Statement of The Problem

This quantitative descriptive research study aims to determine G12 ABM

Specifically, this study seeks into the following questions:

1. What are the profiles of respondents in terms of?

2. What are the characteristics of a good customer service?