“ALPAS”: BATAAN NATIONAL HIGH SCHOOL – SENIOR HIGH SCHOOL RESEARCH JOURNAL

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PURCHASE SERVICES AND SATISFACTION RATE OF SCHOOL CANTEEN:

BASIS FOR MARKETING STRATEGIC PLANNING

Bagtas¹, Abquilan2, Oliveria³, Santiago4, Buenaventura5, Baluyot6,

Bangco7, Babida8, De Leon9, Perez¹º

Bataan National High School – Senior High School
eisleyjaneb28@gmail.com¹, Abquilandianamae21@gmail.com2, noaholiveria8@gmail.com³,
daniellamercadejas0223@gmail.com4, ryanjamesbuenaventura123@gmail.com5,
gerriejoshuapbaluyot@gmail.com6, hatdooghatdog10@gmail.com7, kyla071819@gmail.com8,
patriciadeleon1325@gmail.com9, jennyfergarciaperez2004@gmail.com10

INTRODUCTION service qualities on satisfaction, and customer

A canteen is a place where food is prepared,
served, and consumed, as well as a store for
various snacks and beverages. To provide for the
students ‘dietary needs and provide them the
energy they need to complete their daily tasks,
school use canteens to provide for their food and
nutritional requirements. Customer service is one
of the things to take into account when managing
the school canteen. As defined by Mc Querrey
(2019), customer services are an element of
business operation that can impact your sales and
affect how your company is viewed in the public’s
eye.
Canteen food service is growing in
popularity and significance since students make up
the bulk of users who are satisfied with
institutional food services in university cafeterias.
When examining the impact of campus food
sentiments, Kwun took differences into account.
The dining experience has an impact on both staff
and student consumers' pleasure and loyalty, claim
Garg and Kumar.
With its curriculum in schools and a variety
of projects that provide chances for physically fit
people who love eating nutritious food, the
Department of Education is steadfast in its
commitment to supporting students’ health and
well-being. Comprehensive health and wellness
initiatives, including food and nutrition instruction,
are encouraged to be implemented in schools.
According to DepEd Order no.8 of 2007, Students
should have access to a variety of cuisines and
dishes in the canteen that will advance their
abilities and knowledge.
According to Ahmed (2019), allowing poor
quality for lower cost is one of the problems of

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purchase services. In today’s business world, cost private schools. Food in the Philippines is really
still plays a vital role in consumer products. We expensive, as mentioned by the former Bureau of
still see businesses hurtling down on cost even Agricultural Research director Dr Eliseo Ponce in
when the effects are detrimental to the product’s an article in 2014, adding that “We are even the
quality. In countless scenarios, the quality costliest among ASEAN countries,” (Beboso,
dimension gets altered to save cost, and 2018).
management holds high optimisms the quality risk
Abd-El-Salam, et al. (2013) and Chen
does not get discovered.
(2010) suggest that customer satisfaction is the
According to Garay (2016) Food prices in result of a customer's comparison of perceived
canteen are too expensive compared to its serving. quality and actual service performance. This
The canteen should set the price into a reasonable comparison may lead to customer satisfaction or
amount. Also, their service is inconsistent. They dissatisfaction. Kaura, et al. (2012, after, Rust &
need to lower the costs of the meals so students, Oliver, 1994) suggest that customer satisfaction
teacher and other staff can nourish themselves after reflects the degree to which a consumer believes
a tiring day in school. that the use or possession of a specific service will
evoke positive feelings. Hence customer
According to Iran J (2016) that most of the
satisfaction is the physiological state of emotion
students did not agree to the prices set by the
associated with the conformity or nonconformity of
canteen management, for these were too high and
a consumer's perceived quality of service during
not affordable due to their allowance given.
and after service experience (Kaura, et al., 2012,
Providing a more appropriate food environment
after, Oliver, Rust & Varki, 1997:13 and Chen,
through strengthening such policies is a priority.
2010). While Caruana (2002, after, Mohr, 1982)
Prices of food in the canteens of private and likened 14 customer satisfaction to an
public schools, a noticeable difference can be expectancy/disconfirmation paradigm, this
observed. For example, Colegio San Agustin Binan paradigm is the background for most studies on
private school have a higher rate when it comes to customer satisfaction. It encompasses four
the range of prices in their food. Although most of constructs namely, expectations, performance,
the food being served can be considered as disconfirmation, and satisfaction.
“healthy”, the preparation of the food is more
The confirmation or disconfirmation that
costly and time consuming. But this is just one out
may arise from the difference between the service
of many reasons why food is more expensive in
quality expectation and the actual service
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performance during or after service consumption school improvement plan. Students would benefit
(Caruana, 2002 and Chen, 2010). Customer from this course if they wanted to comprehend the
satisfaction is of two different conceptualizations; reality of operating a canteen and the fundamental
transaction Specific satisfaction (satisfaction based services that a school is expected to offer. The
on a specific purchase occasion) and cumulative study's conclusions can be applied to marketing
satisfaction (satisfaction based on overall strategic planning.
evaluation of multiple purchases and purchase
experience of a service over an extended period) CONTRIBUTION
(Abd-El-Salam, et al, 2013). Customer satisfaction
This study benefits the staff members of the
is based upon the common judgment of products or
school canteen. Monitoring and improving
services that provide the maximum rate of
customer satisfaction can help grow their audience,
satisfaction for the customers (Oliver, et al., 1997).
sales, revenue and can boost trust.
Customer satisfaction can either be considered as
contentment, pleasure, or ambivalence based upon
RESEARCH QUESTIONS
the kind of service being rendered to the customer
This sought to answer the following
at a specific purchase occasion (Zeithaml, 1988).
questions:
Customer satisfaction can also be impacted by
price, service features, product perceptions, and
1. How do the service satisfaction rate of students
service quality. However, customer perception has
to the given purchase service in the school
a direct impact on how customers evaluate the
canteen?
service (Liu & Jang, 2009).
2. What is the satisfaction rate of school canteen
staffs to their purchase service?
OBJECTIVES OF THE STUDY
3. Is there a significant correlation between the
The purpose of this study was to ascertain
satisfaction rate of students to the purchase service
whether there was a meaningful connection
and the perception.
between the levels of service quality and student
4. How can we use the results as a basis for
satisfaction in the BNHS SHS school canteen. The
Marketing Strategic Planning?
outcomes might offer data that can be used to
develop policies and enhance the cafeteria services
HYPOTHESIS/ES/ ASSUMPTION
offered to BNHS SHS students. This might make it
There is a significant correlation between
easier for school administrators to help with the
Purchase Services and Satisfaction Rate.
supply of canteen facilities to be included in the
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use of an unbiased selection method. Each subject

MATERIALS AND METHOD in the sample is given a number and then the
Qualitative methods were employed to sample is chosen by a random method.
attain the objective of this study. A 4-point likert
scale survey questionnaire was used to identify the
purchase services and satisfaction rate of school INSTRUMENT
canteen in Bataan National High School. The
The main instrument used to gather
numerical data were treated through regression
pertinent data for the study is a questionnaire
analysis method. According to Adedoyin (2020),
which was divided into two parts. The first part
Quantitative research is regarded as the organized
included a 4-point Likert scale. It provided 10
inquiry about phenomenon through collection of
statements in which the respondents assigned
numerical data and execution of statistical,
corresponding points based on their satisfaction
mathematical or computational techniques. This
with the school canteen. Thus, the validity and
study used the non-experimental quantitative
reliability of this questionnaire have already been
research design utilizing correlational methods.
established. The second part included a 4-point
According to Stangor, C., & Walinga, J. (2014),
Likert scale. It provided 10 questions which the
descriptive correlational method is used to assess
respondents assigned corresponding points based
the relationships between and among two or more
on their perspective about the purchase services in
variables. This study is descriptive in nature since
bnhs shs canteen.
it assessed the levels of purchase services and
student satisfactions at BNHS shs canteen. This is
DATA COLLECTION PROCEDURE
correlational since it determines whether purchase
The method of data collection happened by
services influence student satisfaction.
surveying each section of grade 12 students. A
survey questionnaire was first sent to grade 12
PARTICIPANTS
students for the purpose of informed consent. Then,
The study targeted 100 grade 12 students
the data from the respondents was obtained by
in Bataan National High school as the respondents
collecting those of each respondent. The points
of this study which were randomly selected using
indicated in the first part of the questionnaire were
simple random sampling. According to Simkus
calculated by frequency percentage distribution.
(2020), Simple random sampling is a sampling
The leadership style codes found in the
technique in which each member of a population
has an equal chance of being chosen, through the
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respondents' answers were analyzed based on their

relevance.

ETHICAL CONSIDERATIONS
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