THE RELATIONSHIP BETWEEN CUSTOMER SATISFACTION AND

CUSTOMER SERVICES IN ARGUMES CAFE AMONG GRADE 12 STUDENTS

A Research Proposal Presented to The Faculty of Senior High School of

CITRUS National High School, City of San Jose del Monte, Bulacan

A Partial Fulfillment of the Requirements in Practical Research 2

Submitted by:

Monguis, Michaela

Villamin, Veverly

Grade 12 ABM – Philip Kotler

Submitted to:

Quimson, Asher Israel

Practical Research 2 Teacher

October 2023
 CHAPTER 1: INTRODUCTION

BACKGROUND OF THE STUDY

Argumes café, like many other businesses, recognizes the importance of

customer satisfaction in maintaining a loyal customer. Besides the school
canteen, Argumes café is the main business in Citrus National High School
where the main customers are the students. The researchers conducted a study
about the relationship between customer satisfaction and customer services in
Argumes Cafe, specifically among senior high school students. Customer
satisfaction is important for business success and understanding the unique
preferences and expectations of senior high school students in Argumes Café as
well. Franklin, (2023) Asserted that . Customer satisfaction (CSAT) is a measure
of how well a company’s products, services, and overall customer experience
meet customer expectations. It reflects your business’ health by showing how
well your products or services resonate with buyers. Salesforce, Inc. (2023) also
asserted that Customer service is the support you offer your customers both
before and after they buy and use your products or services that helps them have
an easy, enjoyable experience with your brand. But customer service is more
than solving a customer’s problems and closing tickets. Today, customer service
means delivering proactive and immediate support to customers anytime on the
channel of their choice phone, email, text, chat, and more.

This study seeks to address this gap by searching into the specific
preferences of senior high school students regarding products, services, and
ambiance at Argumes Cafe. By analyzing customer satisfaction levels and
identifying key factors that influence satisfaction, the research aims to provide
actionable recommendations to enhance customer services. The findings of this
study are expected to offer valuable insights not only for Argumes Cafe but also
for the broader hospitality industry, contributing to the understanding of customer
satisfaction dynamics in cafes catering to the unique requirements of senior high
school students.
 The objective of the research is to provide practical recommendations for
enhancing customer services by studying customer satisfaction levels and
identifying significant variables that influence satisfaction. The results of this
study will likely offer valuable insights not only for Argumes Cafe but also for
improving customer service, food and drinks, and the ambiance of the Argumes
Cafe.

LITERATURE REVIEW

Customer Satisfaction

Understanding customer satisfaction is fundamentally rooted in the intricate

interplay between customer expectations and perceived service performance.
From the customer's perspective, satisfaction is intricately linked to the degree to
which their needs are met at the culmination of a purchase, representing a critical
evaluation of how well a retailer has managed to fulfill or surpass their
expectations (Oliver, 34; Levy, Weitz, 105). This evaluation takes center stage in
the post-purchase phase, where customers systematically compare their initial
expectations with the actual performance of the product or service. The
Disconfirmation Theory serves as a pivotal framework in this evaluation process,
quantifying customer satisfaction by comparing the performance level after
product or service usage with the pre-purchase expectation level. If the actual
experience falls below the expectation, it leads to "negative disconfirmation"; if it
surpasses expectations, it results in "positive disconfirmation," while meeting
expectations precisely leads to "confirmation" (Oliver, Rust, Varki, 315). However,
contemporary challenges in retailing are noteworthy, particularly the shift from
relation-based values to price-based values in the pursuit of customer
satisfaction. Modern retailers often opt for immediate strategies such as
manipulating prices or enhancing services to create satisfaction, yet such
strategies tend to yield low profitability and temporary outcomes (Kursunluoglu,
54). Thus, it becomes imperative for businesses to not only manage customer
expectations but also align service quality strategically, ensuring that customer
satisfaction is not merely a result of short-term market manipulations but a
genuine reflection of customer experience and service excellence.

Customer Service

Encompasses the activities and benefits directly associated with products sold,
serving as a critical facet of customer experience (Tek, Orel, 681). Research
conducted by Chai and colleagues highlights the pivotal role of service quality in
identifying new customer needs, underscoring that satisfying undiscovered needs
is paramount for ensuring customer satisfaction and loyalty (Chai et al., 2009).

From a societal perspective, services should be readily available to customers

under reasonable terms, aligning with the economic imperative of meeting
customer needs (Turel and Serenko, 2006; Melody, 1997). Consequently, cafe
service providers are compelled to be meticulous in their customer service
offerings, recognizing that customer satisfaction hinges on their evaluation of the
service provided by the brand (Gustafsson, Johnson, and Roos, 2005). Ahn,
Han, and Lee's study emphasizes that unresolved customer complaints prompt a
search for alternative brands, often due to inadequacies in complaint handling
mechanisms or customers' inability to express their concerns effectively (Ahn,
Han, and Lee, 2006).

Moreover, the demeanor of service workers significantly influences customer

satisfaction. A friendly and courteous attitude not only leaves a positive
impression but also contributes to heightened customer contentment (Soderlund
and Rosengren, 2008). Additionally, customer satisfaction is intricately linked to
the convenience of receiving all necessary services within a single brand,
thereby accentuating the importance of comprehensive service offerings within a
particular brand (Ahn, Han, and Lee, 2006).
Literature explored underscores the multifaceted nature of customer service,
emphasizing the need for businesses to not only meet customer needs
economically and socially but also to provide excellent service quality. It
illuminates the critical role of service providers in understanding, anticipating, and
effectively addressing customer requirements, ensuring that customer
satisfaction becomes an inherent aspect of the brand experience.

THEORETICAL FRAMEWORK

This section provides a context for examining a study's topic, influencing how
researchers view and interpret the data they collect.

Service Quality Theory

Lewis, (1983) Asserted that service quality is a measure of how well the service
level delivered matches customer expectations. Delivering quality service means
conforming to customer expectations on a consistent basis.
CONCEPTUAL FRAMEWORK

As for customer satisfaction, which serves as the dependent variable in this

context, it is determined by various methods. Argumes Cafe might assess
satisfaction through tools such as feedback forms, rating scales, or direct
interviews, especially among senior high school students frequenting the cafe.
It's also worth noting that some control variables come into play when evaluating
service quality and satisfaction. Specifically, the demographics of students,
including aspects like age, gender, and grade level, could play a role in shaping
their perception of the service quality at Argumes Cafe.

STATEMENT OF THE PROBLEM

This study aims to know the relationship between customer satisfaction and
customer services in argumes cafe among the senior high school in Citrus
National High School Specifically, the study aims to answer the following
questions:

1. What are the satisfactions of senior high school students in argumes café in
terms of:

a) Ambience
b) Cleanliness of the café
 c) Neatness and formality of the argumes café staff
d) Food and drinks

2. How is customer service performed at Argumes Café in terms of:

a) Serving food
b) Providing courteous
c) Providing quick service

3. What is the relationship between customer satisfaction and customer services

in argumes cafe among senior high school students?

3.1 Does customer satisfaction positively affect customer service?

ASSUMPTIONS

 The respondents will be genuine in their responses to each question,

enabling this kind of research to be clear and successful.
 The researchers concluded that exploring the relationship between
customer satisfaction and customer services in argumes café among
senior high school students will determine the relationship between
customer satisfaction and customer services.
 The researchers would be able to better inform respondents about the
significance and purpose of the study.

SCOPE AND DELIMITATIONS

This study aims to identify the issues that can be associated with or related to
argumes safé in Citrus National High School. The study will determine the
relationship between customer satisfaction and customer services in argumes
cafe among senior high school students in Citrus National High School located at
Rc- 11, Brgy. Citrus San Jose Del Monte, Bulacan. The information gathered was
delimited to selected public school in City of San Jose del Monte, Bulacan. This
is also limited to the senior high school students in Citrus National High School.
This survey of the study will be held only for the senior high school students in
Citrus National High School since the relationship between customer satisfaction
and customer services in argumes cafe is the main topic in this paper. Data and
information pertinent to the study were narrowed down to establish certain
personal data and circumstances of the respondents such as their age and
gender to easily determine them this research. This study will be conducted in
this school year SY: 2023 - 2024.

SIGNIFICANCE OF THE STUDY

The findings and the result of the present study hopefully would be significant to
the following individuals and groups on the following grounds.
STUDENTS: This study will help them to know on how the argumes café provide
customer services to satisfy customers.
PARENTS: This study can help them to determine whether their children are
getting the right treatment in argumes café or not.
TEACHERS: This study can help them to enhance and improve the customer
services and for them to also determine the strengths and weaknesses of the
argumes café.
SCHOOL OFFICIALS: This study can help them determine the student's
satisfaction in argumes café this can also give them ideas about the treatment of
the argumes café towards the senior high school.
FUTURE RESEARCHER: This study can help and broaden their understanding
about the relationship between customer satisfaction and customer services.
This study can also be used as reference for future researchers.
GOVERNMENT : This study will provide them with ideas on improving
government policies, rules, and regulations to achieve safety of students in
argumes café.
DEFINITION OF TERMS
Customer satisfaction is defined as a measurement that determines how
happy customers are with a company’s products, services, and capabilities.

Customer service is the direct one-on-one interaction between a

consumer and a company representative. The interaction is commonly done
when a consumer is buying a product or service from the company.

Relationship refers to the connection, association, or interaction between

two or more individuals, entities, or things.

CHAPTER 2: METHODS

This chapter aims to illustrate the method that will be used to conduct this study.

RESEARCH DESIGN

The researchers from Grade 12 ABM uses Pearson Correlation r as their

research design to determine the relationship between customer satisfaction and
customer services among in argumes cafe among senior high school students.
Turney, S. (2023) Asserted that the Pearson correlation coefficient (r) is the most
common way of measuring a linear correlation. It is a number between –1 and 1
that measures the strength and direction of the relationship between two
variables.

POPULATION AND SAMPLING

Random sampling, or probability sampling, is a sampling method that allows for

the randomization of sample selection, i.e., each sample has the same
probability as other samples to be selected to serve as a representation of an
entire population.Taylor, S. (2023). The researchers will assign each of the 80
Grade 12 students a unique random number, and these numbers will be placed
in a bowl. Subsequently, only 60 numbers will be randomly drawn from the bowl,
determining the participants for the study. This manual approach ensures
randomized selection while maintaining simplicity in execution.

DESCRIPTION OF RESPONDENTS

The respondents in our research consist of senior high school students enrolled
at Citrus National High School during the school year 2023-2024. This diverse
group of participants reflects the student body's varied backgrounds, interests,
and preferences, contributing to a comprehensive understanding of the research
objectives. The inclusion of senior high students ensures that the insights
gathered are reflective of the target demographic for Argumes Café, one of the
primary businesses within Citrus National High School.

These respondents represent a crucial segment of the customer base for

Argumes Café, as they are the primary patrons of this establishment. Their
opinions and experiences hold particular significance, as they directly influence
the dynamics of customer satisfaction and service preferences within the cafe.
By engaging with senior high school students, the research aims to capture
nuanced perspectives on services, and the overall ambiance of Argumes Café,
providing valuable insights that can inform practical recommendations for
enhancing customer satisfaction in this specific setting.

SOURCES OF DATA

The study had two sources of data; primary and secondary sources, the primary
sources of data were the selected customers of Argumes Cafe. Secondary
sources of data were the books, thesis, journals, and internet deemed necessary
to gather the needed information for the study.
RESEARCH INSTRUMENT

The primary research instrument for this study is survey questionnaires, which
will be utilized to gather data from respondents at Citrus National High School
during the academic year 2023-2024. Questionnaires are chosen for their
efficiency in quickly and easily obtaining a substantial amount of information,
allowing the researchers to gain valuable information into the opinions and
experiences of senior high students with the customer service at Argumes Café.
This research instrument consists of 20 closed-end survey questions to obtain
and evaluate valid responses of the respondents.

DISCUSSION

DATA GATHERING PROCEDURE

The researchers must determine the relationship between customer satisfaction

and customer services in Argumes Cafe among Grade 12 students in Citrus
National High School. The participants are Grade 12 high school students from
the ABM, GAS, and TVL strand. The researchers will employ random sampling,
providing all 80 students with a chance to be selected. Each student was
assigned a unique number, and after the random selection of numbers, those
chosen had the opportunity to complete a survey questionnaire via Google
Forms.

DATA ANALYSIS

CHAPTER 3: RESULTS
 CHAPTER 4: DISCUSSION

SUMMARY OF FINDINGS

CONCLUSION

RECOMMENDATION

REFERENCE

BOOKS

UNPUBLISHED SOURCES

PUBLISHED SOURCES

INTERNET SOURCES