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Republic of the Philippines
Department of Education
REGION IV-A CALABARZON
SCHOOLS DIVISION OF SANTA ROSA CITY
DON JOSE INTEGRATED HIGH SCHOOL
SAINT THOMAS ST., BRGY. DON JOSE, CITY OF SANTA ROSA, LAGUNA
LEVEL OF SATISFACTION OF FLAVORED WATER (MAGIC WATER)

AND ITS CUSTOMER SERVICE SKILLS IN
BRGGT
A Quantitative Research
presented to the Faculty of Senior High School
Brgy. Don Jose, City of Santa Rosa, Laguna
in partial fulfillment of the requirements in

PRACTICAL RESEARCH 2
Bolalaque, Lyca D.
Barrete, Ericjade E.
Domdom, Stephanie S.
Escota, Eugine S.
Hernane, Kierth Vincent A.
Manera, Raymond M.
Marquez, Fernando M.
Page, Shyra D.
Ramos, Sean Andre Rafael
Reyes, Kay Darren
Tocmo, Cailyn T.
GRADE 12 TVL-H.E.
Mara M. Reyes
Research Adviser
Date completion
October 30, 2022
SENIOR HIGH SCHOOL DEPARTMENT

ACCOUNTANCY, BUSINESS AND MANAGEMENT
PRACTICAL RESEARCH _SY 2023-2024
Chapter 3
RESEARCH METHODOLOGY
This chapter provides a detailed overview of the research methodology. It includes the
research design, location, population, and sampling techniques. Participants, research
instruments, and their validation are discussed, along with data collection methods. Ethical
considerations are addressed, ensuring participant rights and confidentiality. The chapter
concludes with a brief outline of the quantitative data analysis approach, offering a concise
yet comprehensive view of the research methodology.
Research Design
The research design employed for the study "Customer Satisfaction and Loyalty at
Coffee Project, Sta. Rosa, Laguna: A Comprehensive Study for the Development of an
Enhancement Program" was a descriptive quantitative approach. The primary objective was
to systematically investigate the intricate relationship between customer satisfaction and
loyalty at Coffee Project. In measuring customer satisfaction, the study utilized a structured
survey questionnaire based on the dimensions of the SERVQUAL model, which included
tangibles, reliability, responsiveness, assurance, and empathy. Loyalty was assessed using
factors such as trust, commitment, and attraction. The quantitative data collected through the
survey were analyzed using statistical methods, such as correlation and regression analysis,
with the assistance of SPSS software. The descriptive quantitative nature of the study ensured
a systematic and rigorous examination of the relationship between customer satisfaction and
loyalty, providing a detailed account of the prevailing conditions at Coffee Project and
forming the basis for a data-driven enhancement program.

Research Locale
The selection of Coffee Project in Vista Mall, Sta. Rosa, Laguna, as the research
locale of the study holds significant importance beyond mere accessibility. Coffee Project is
chosen due to its popularity and prominence as a well-established coffee shop in the area,
attracting a diverse customer base. Its reputation as a frequented coffee establishment
provides a rich and varied pool of participants, contributing to the study's robustness in
capturing diverse perspectives on customer satisfaction and loyalty. Additionally, the choice
of a well-known coffee shop adds depth to the findings, offering insights that may have
broader implications for similar businesses in the region. The familiarity of the locale also
aids in better contextualizing the study within the local coffee culture, ensuring that the
research outcomes are relevant and applicable to the specific dynamics of Sta. Rosa, Laguna.
Population and Sampling
The population for this study comprised the customers who frequented Coffee Project
in Sta. Rosa, Laguna. Utilizing a purposive sampling technique, participants were selected
based on their likelihood to provide valuable insights into customer satisfaction and loyalty,
considering the potentially large customer base of a popular coffee shop.
The inclusion criteria for participants involved regular customers who had visited
Coffee Project within the past six months. This timeframe ensured that participants had recent
and relevant experiences with the coffee shop. Additionally, participants were required to be
willing to voluntarily participate in the survey.
The sample size was determined based on the principles of saturation, aiming for
enough responses to capture diverse perspectives and reach data saturation, where new
information ceased to emerge. An approximately 100 sample size that adequately represented
the customer demographic at Coffee Project was sought to enhance the study's reliability and
generalizability of findings within the confines of a descriptive quantitative approach.

Respondents of the Study

The study’s respondents comprised regular customers of Coffee Project in Sta. Rosa,
Laguna, selected based on their recent visits within the past six months. The participants were
chosen using purposive sampling to ensure they had relevant and recent experiences with the
coffee shop. The inclusion criteria involved customers willing to voluntarily contribute their
insights to the research.
The number of respondents who participated/responded in the study was 80
individuals. This size was deemed sufficient to capture a diverse range of perspectives and
experiences, providing robust data for the analysis of customer satisfaction and loyalty at
Coffee Project. The selection of participants with varied interactions with the coffee shop
aimed to enhance the study’s representativeness and the generalizability of findings to the
broader customer base. Table A in the next page showed the number of respondents and their
characteristics:
Instrument of the Study
The instrument utilized in this study was a researcher-made survey questionnaire
designed to comprehensively explore the relationship between customer satisfaction and
loyalty at Coffee Project in Sta. Rosa, Laguna. As a descriptive quantitative study, the survey
instrument was crafted to collect data on specific dimensions related to customer satisfaction
and loyalty. Given the unique context of the study, a researcher-made instrument was deemed
most appropriate. This decision stemmed from the need to tailor the questionnaire to the
intricacies of the coffee shop setting, ensuring that it effectively captured the nuances of
customer experiences at Coffee Project.
The survey instrument consisted of two main parts, each aligned with the distinct
aspects of the research problem. Part 1 focused on gathering information about the first
research problem, which aimed to assess the level of customer satisfaction. This part included
sections dedicated to evaluating tangibles, reliability, responsiveness, assurance, and
empathy, mirroring the dimensions of the SERVQUAL model.

Part 2 of the instrument was designed to address the second research problem,
examining the level of customer loyalty. This section encompassed factors such as trust,
commitment, and attraction, as identified in the research problem.
The decision to structure the instrument into two parts was intentional, allowing for a
systematic and focused approach to data collection. Part 1 delved into aspects directly related
to customer satisfaction, while Part 2 shifted the focus to elements associated with customer
loyalty.
The instrument's design was driven by the specific objectives of the study, ensuring
that each section contributed to a holistic understanding of the dynamics at Coffee Project.
This approach facilitated a targeted investigation, aligning the data collection process with the
research questions and objectives.
Overall, the researcher-made survey instrument served as a tailored tool to gather
relevant and specific information about customer satisfaction and loyalty at Coffee Project.
Its two-part structure enabled a nuanced exploration of the study's objectives, providing a
solid foundation for the subsequent data analysis and the formulation of an enhancement
program.
The table below illustrates the rating scale utilized in Part 1 of the survey instrument
to assess customer satisfaction. This scale comprises four weights, each associated with a
specific numerical range, categorical response, and corresponding verbal interpretation. It
provides a structured framework for interpreting numerical survey responses into meaningful
categories.
Validation of the Instrument

The survey instrument employed in this study underwent a comprehensive validation
process to ensure its reliability and efficacy in measuring customer satisfaction and loyalty at
Coffee Project in Sta. Rosa, Laguna. The content validity of the instrument was ensured

Department
through a meticulous review by of Education
a panel of subject matter experts and seasoned researchers.
This involved assessing whether the survey questions adequately covered the dimensions of
customer satisfaction (tangibles, reliability, responsiveness, assurance, and empathy)

and loyalty (trust, commitment, and attraction) relevant to the context of Coffee Project.
Additionally, an expert review provided valuable insights from professionals in the
field of customer satisfaction and loyalty, contributing to the refinement of the instrument to
align more closely with the study's objectives. Face validity was established through careful
consideration of the instrument's clarity, language, and relevance to the research problem.
Adjustments were made based on feedback from the expert review, ensuring that the survey
questions were clear and directly aligned with the study's focus. Through these rigorous
validation procedures, the study aimed to fortify the credibility and robustness of the survey
instrument, thereby contributing to the overall integrity of the research findings.
Data Gathering Procedures
The data gathering procedures for this study on customer satisfaction and loyalty at
Coffee Project in Sta. Rosa, Laguna involved a systematic and structured approach to ensure
the collection of reliable and relevant information. Before initiating data collection, the
researcher meticulously planned and organized the process. This phase included identifying
the target population, determining the sample size, and developing a timeline for the study.
The researcher distributed the survey instrument, a structured questionnaire, to the identified
respondents. The survey instrument comprised sections focusing on customer satisfaction
dimensions (tangibles, reliability, responsiveness, assurance, and empathy) and loyalty
factors (trust, commitment, and attraction).
Prior to survey administration, the researcher provided clear explanations about the
purpose of the study, the significance of participants' responses, and the assurance of
confidentiality. Informed consent was obtained from each participant, emphasizing voluntary
participation. Respondents were requested to provide their feedback and opinions by

Department
completing the survey questionnaire. of Education
The researcher ensured that the survey was self-
explanatory and that participants had the opportunity to ask questions or seek clarification if
DON JOSE
needed. To enhance response INTEGRATED
rates, HIGHimplemented
the researcher SCHOOL follow-up strategies,
including
reminders and additional communication, to encourage timely completion and

submission of the survey.
After collecting the completed survey questionnaires, the researchers proceeded with
data cleaning and preparation. This involved checking for missing data, outliers, and
inconsistencies in the responses. The data was coded and entered into a statistical software
program for further analysis.
The collected data was then analyzed using appropriate statistical techniques, such as
descriptive statistics, correlation analysis, or regression analysis with the assistance of a
statistician. These analyses helped address the research objectives and tested any research
questions or hypotheses formulated.
Throughout the data gathering procedure, the researchers adhered to ethical
considerations. Informed consent was obtained from the participants, and their rights and
privacy were protected. The findings from the data analysis provided valuable insights for the
study and contributed to the overall research objectives.
Ethical Considerations
Ethical considerations were of utmost importance in conducting the research
involving human participants. In this study, several ethical considerations were addressed to
ensure the protection, welfare, and rights of the participants.
First and foremost, informed consent was obtained from all participants. Prior to their
involvement in the study, both employees and customers were provided with clear and
comprehensive information about the purpose, procedures, potential risks, and benefits of the
research. They had the right to freely decide whether to participate and were assured that their
participation was voluntary and could be withdrawn at any time without consequences.

Confidentiality and anonymityDepartment of Education
were also assured, meaning that no personal identifying
information was disclosedSCHOOLS
or linked DIVISION
to the collected data.
OF SANTA ROSA CITY
DON JOSE
Respect for the privacy andINTEGRATED HIGH
confidentiality of SCHOOL
the participants' information was
crucial. The data collected was securely stored and accessible only to the research team. Any
personal
identifiers were removed or anonymized during data analysis and reporting to ensure
the privacy and confidentiality of the participants.
The researchers also ensured that no harm or discomfort was inflicted upon the
participants. The questionnaire items and data collection process were designed in a manner
that avoided sensitive or intrusive questions that may cause emotional distress or discomfort.
The researchers were prepared to provide support or referral to appropriate services if any
participant experienced distress or expressed the need for further assistance.
Additionally, the researchers adhered to the principles of fairness and equity in
participant selection and treatment. The sampling process was conducted in a non-
discriminatory manner, ensuring equal opportunity for all eligible participants to be included.
The researchers were also aware of any power dynamics or potential conflicts of interest in
their interactions with the participants and strived to maintain a neutral and unbiased stance.
Finally, ethical considerations also included acknowledging and properly crediting the
work of other researchers through accurate citations and references. Plagiarism was strictly
avoided, and intellectual property rights were respected.
Treatment of Quantitative Data
By means of Statistical Package for the Social Sciences (SPSS), the following
statistical treatments will be employed in the study:
1. The weighted mean with a four-point Likert Scale was used to determine the level
of satisfaction and the level of loyalty of customers at Coffee Project in Sta. Rosa, Laguna.

Department
2. To establish the significant of Education
relationship between the level of satisfaction and the
level of loyalty of customers at Coffee Project in Sta. Rosa, Laguna, the Pearson Product
DON JOSE
Moment Correlation Coefficient INTEGRATED HIGH SCHOOL
was used.


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Republic of the Philippines

LEVEL OF SATISFACTION OF FLAVORED WATER (MAGIC WATER)

in partial fulfillment of the requirements in

SENIOR HIGH SCHOOL DEPARTMENT

SENIOR HIGH SCHOOL DEPARTMENT

SENIOR HIGH SCHOOL DEPARTMENT

Respondents of the Study

SENIOR HIGH SCHOOL DEPARTMENT

Validation of the Instrument

SENIOR HIGH SCHOOL DEPARTMENT

customer satisfaction (tangibles, reliability, responsiveness, assurance, and empathy)

SENIOR HIGH SCHOOL DEPARTMENT

reminders and additional communication, to encourage timely completion and

SENIOR HIGH SCHOOL DEPARTMENT

SENIOR HIGH SCHOOL DEPARTMENT

SENIOR HIGH SCHOOL DEPARTMENT

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