THE RELATIONSHIP BETWEEN CUSTOMER SATISFACTION AND

CUSTOMER SERVICES IN ARGUMES CAFE AMONG SENIOR HIGH

SCHOOL 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).

The 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

DESCRIPTION OF RESPONDENTS
SOURCES OF DATA

RESEARCH INSTRUMENT

DISCUSSION

DATA GATHERING PROCEDURE

DATA ANALYSIS

CHAPTER 3: RESULTS

Chapter 4: Discussion

SUMMARY OF FINDINGS

CONCLUSION
RECOMMENDATION

REFERENCE

BOOKS

UNPUBLISHED SOURCES

PUBLISHED SOURCES

INTERNET SOURCES