Satisfaction Towards The Service Qulaity of The Acc Criminology Interns in Ay 2011-2012 Final

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Aklan Catholic College

Archbishop Gabriel M. Reyes St. 5600 Kalibo, Aklan, Philippines
CHAPTER 1 INTRODUCTION THE PROBLEM AND ITS SCOPE
Background and Rationale of the Study Clients are the center of a program or service. Satisfaction of the clients affects the response in the service offered. The reliability of services, or the assurance that the services are provided in consistent and steady manner depe the organization. This is the reason why some organizations conduct and maintain client satisfaction surveys in order to process, evaluate and assess the services of organization. Client satisfaction is the result from the attainment of the perceived outcome through the realization of a service offered. It often follows the process of appraisal on helpfulness and competence of the providers of the services. As defined, satisfaction is a phenomenon expressing that the performance and benefits of the products exceed the expectations of the customers (Peter et al, 2005). On the other hand, Fecikova (2004) describes satisfaction as
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a feeling which result from a process of evaluating what was received against that is expected or the fulfillment of wants/needs. Recently, the level of satisfaction of the community towards the services of Philippine National Police (PNP) is gradually diminishing. The decrease of satisfaction from community to the PNP resulted from current anomalies and corruption of high officials in the police service. , euro generals, and both the Philippine Army and Philippine National Police had contributed for the big reduction of satisfaction especially trust coming from the community towards their service quality. In addition, the failure of the hostage taking handling and the abuse of police recruits in training camps had also increased the dissatisfaction of the community. Murphy (2008) believes that in order to be effective, policing requires the ongoing support and voluntary cooperation of the public. Part of this support and cooperation has been found to stem from the evaluations people give the police during personal encounters with the community. Therefore, understanding how people evaluate the
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police is important for not only understanding how the police perform their jobs, but can also provide insights into how they may respond to police during a personal encounter. But if the public is dissatisfied with the service provided by the PNP, the support and cooperation needed from the public may not be given. Aklan Catholic College, a premiere educational institution established an Internship Program in order to prepare their Criminology students to the works of a criminologist. As mandate by the CHED, it is a partial requirement of the students for graduation. In 2nd semester, the 4th Criminology students will be immerse to an On-the-Job training that will comply at least a semester or equivalent to 540 hours, this will train them to the responsibilities and duties in law enforcement and other agencies as their future employment. For this school year, 2011-2012, the chosen venues of the On-the-Job Training are Aklan Police Provincial Office, Aklan Provincial Crime Laboratory Office and the Kalibo Police Station. The challenge to the Criminology Interns is to develop the adequate amount of skill, proficiency and aptitude to perform the best service they can offer and ultimately build the trust and
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expectation of the public through the service offered. At the same time uplift the morale of the law enforcement agencies as their target employer. In the light of the aforementioned, this study will be conducted to establish a meaningful evaluation and assessment of the client satisfaction towards the service quality provided by the Aklan Catholic College Criminology Interns. The results will determine the expectation and perception of the client towards the service quality of the Criminology Interns. Also the quantitative assessment of the service quality will provide the level of satisfaction. Indeed, comments and suggestion given by clients can be used as basis for the development and improvement of the program in the future.
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THEORETICAL FRAMEWORK Disconfirmation Theory This study is anchored on the belief that client satisfaction happens if there is an exceeding gap between the expected and performance. In marketing literature (Oliver, 1980) as well as in recent information system studies (McKinney et al., 2002); the disconfirmation theory emerges as the primary foundation for satisfaction models. According to this theory, satisfaction is determined by the discrepancy between perceived performance and cognitive standards such as expectation and desires (Khalifa and Liu, 2003).
beliefs about a product (McKinney, 2002). Expectations are viewed as predictions made by consumers about what is likely to happen during impending transaction or exchange (Zeithmal and Berry, 1988).
product performance fulfills their needs, wants and desire (Cadotte et al., 1987). Perceived q , 1988).
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Disconfirmation is defined as consumer subjective judgments resulting from comparing their expectations and their perceptions of performance received (McKinney et al., 2002, Spreng et al., 1996). Disconfirmation theory was declared that satisfaction is mainly defined by the gap between perceived performance, expectations and desires which is a promising approach to explain satisfaction. This theory was proposed that satisfaction is affected by the intensity (or size) and direction (positive or negative) of the gap (disconfirmation) between expectations and perceived performance (Figure 2).
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Figure 1. Expectation disconfirmation theory Khalifa and Liu (2003) Expectation disconfirmation occurs in three forms: 1) Positive disconfirmation: occurs when perceived performance exceeds expectations. 2) Confirmation: occurs when perceived performance meets expectations. 3) Negative disconfirmation: occurs when perceived performance does not meet and is less than the expectation
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It is more probable for customers to be satisfied if the service performance meets (confirmation) or exceeds (positive disconfirmation) their expectations. On the contrary, customers/clients are more likely to be dissatisfied if the service performance is less than what they expected (negative disconfirmation). Khalifa & Liu (2003) discussed that taking expectation disconfirmation as the only determinant of satisfaction; this theory does not cause the fact that if high expectations are confirmed, it would much more lead to satisfaction than confirmation of low expectations. To resolve this drawback perceived performance is included as an additional determinant of satisfaction.
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REVIEW OF THE RELATED LITERATURE This chapter will present the overview of literature that is related to the research problem. This part will introduce the concept of client satisfaction and perceived service quality by clients and roles of Criminology Interns of Aklan Catholic College. For this part, to understand satisfaction, the researcher needs to have a clear understanding of what is meant by client satisfaction. In recent times, all organization has increasingly come to understand the importance of customer or client satisfaction. For many organizations in the public sector, client satisfaction will itself be the measure of success. Most researchers agree that satisfaction is an attitude or evaluation that is formed by the customer comparing their expectations of what they would receive from the product or service to their subjective perceptions of the performance they actually did receive (Oliver, 1980). As Kotler (2000) defined that satisfaction is a ing from
relation to his or her expectation. Additionally, Yi (1990) also stated
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that customer satisfaction is a collective outcome of perception, evaluation and psychological reactions to the consumption experience with a product/service. Need fulfillment is a comparative processes giving rise to the satisfaction responses. Any gaps lead to disconfirmation; i.e., Positive disconfirmations increases or maintain satisfaction and negative disconfirmation create dissatisfaction. Thus, c evaluation to the consumption experience with the services. However, the customers have different levels of satisfaction as they have different attitudes and perceived performance from the product/service.
formed by many uncontrollable factors which include previous experience with other companies or organization, but in this study it
at the time of service delivery, background and values and the images of the services offered by the school.
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In addition, Zeithaml et al. (1990) stated that client service expectation is built on complex considerations, including their own pre-
satisfaction. It may be based on previous service experiences, learning from advertisements and word-of-mouth communication. Santos added that expectation can be seen as a pre-consumption attitude before the next one, it may involve experience. receive from the services. The diversity of expectation definitions can be concluded that expectation is uncontrollable factors which including past experience, advertising, customers, and perception at the time of purchase, background, attitude and produc the influences of customers, expectation are pre-purchase beliefs,
experiences, and other personal attitudes. Different clients have different expectation based on the custome or service.
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Service Quality Service quality is the result of the comparison that customers make between their expectations about a service and their perception of the way the service has been performed (Gronroos, 1984; Parasuraman et al., 1985, 1988). A number of experts define service quality differently. Parasuraman et al. (1985) define it as the differences between customers, expectation of services and their perceived service. If the expectation is greater than the service performance, perceived quality is less than satisfactory and hence, customer dissatisfaction occurs. Lewis and Mitchell (1990), Dotchin and Oakland (1994), define service quality as the extent to which a service meets customers, need and expectation.
SERVQUAL Approach The SERVQUAL approach has been applied in service and retailing organizations (Parasuraman et al., 1988; Parasuraman et
or the perceived process quality, and perceived output quality. Parasuraman et al. (1988) define service quality as the gap between
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customers, expectation of service and their perception of the service experience. Based on Parasuraman et al. (1988) conceptualization of service quality, the original SERVQUAL instrument included 22 items. The data on the 22 attributes were grouped into five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Numerous studies have attempted to apply the SERVQUAL. This is because it has a generic service application and is a practical approach to the area. This instrument has been made to measure service quality in a variety of services such as hospitals, hotels, travel and tourism, a telephone company, two insurance companies and two banks (Parasuraman etal. 1991).
Previous Studies Many previous researchers have studied customer/client satisfaction towards service quality in service businesses such as spa, tourism, bank system and hotel. Kitisuda (2006) studied a survey of customer satisfaction with spa services at Sivalai Spa. Both first-time and repeated customers
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were satisfied with the spa services on a high level. They were satisfied with the following service dimensions: responsiveness, empathy, reliability, assurance, and tangibility of the service quality at Sivalai Spa. Most customers agreed that the location of the spa was the most important factor for the spa. They suggested that the food and beverage facilities should be improved. Moreover, the study showed that there were four demographic factors that influenced the service quality at Sivalai Spa which were gender, age, nationality, and income. Markovic (2004) studied service quality measurement in the Croatian Hotel Industry. She showed that a SERVQUAL instrument is a useful and reliable method to 20 measure service quality of Croations hotels, for managers to identify differences in terms of expectations and perceptions. This method will lead to a better allocation of resources and a more effective design of marketing strategies, such as communications mix and pricing components, to ensure a proper level of service quality in hotels. Phenphun (2003) studied International tourist, satisfaction with the quality of service in accommodation in Thailand and the factors related to satisfaction,
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problems and the requirements of international tourists. The research revealed the satisfaction of international tourists towards quality of service was at a high level. In the 2001 study tour of Taiwan, Yu (2001) indicated that it might be possible to create service quality evaluations that are more accurate instruments for measuring the quality of service in the various service sectors, as Crompton et al., (1991) suggested. For the best indicators of service quality in the tourism sector, the experience might be the key indicator for evaluating tourism quality because the tourism industry is essential people serving people. Therefore, Otto and Ritchie (1996) stated that future studies instead of the five dimensions used in previous evaluation tools. Ferdous (2008) studied an assessment of the Internship program offered to the Shahjalal Islamic Bank Limited using the SERVQUAL approach. She said that in order to develop a customer satisfaction program is not just about carrying out a survey. Surveys provide the reading that shows where attention is required but in many respects, this is the easy part. Very often, major long lasting
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improvements need a fundamental transformation in the organization, probably involving training of the staff, possibly involving cultural change. Also she added that, time will be spent working out an action plan and in implementation of development process. Training may well be required to improve the customer service. The implications of customer satisfaction surveys go far beyond the survey itself and will only be successful if fully supported by the echelons of the management. All of these previous studies measure service quality in hotel and other service satisfaction towards the service quality which is focusing on the Criminology Interns of ACC.
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THE PROBLEM STATEMENT OF THE PROBLEM This study will determine the client satisfaction towards the service quality of the Aklan Catholic College Criminology Interns. Specifically, it will seek to answer the following questions: 1. What is the demographic profile of the clients of the
Criminology Interns of the ACC Criminology Education Department? 1.1 1.2 1.3 1.4 2. service of ACC Criminology Interns in terms of: 2.1 2.2 2.3 2.4 2.5 Tangibility Competence Responsiveness Courtesy Communication Age Gender Civil Status Profession
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3.
What is the overall
satisfaction towards the
service quality of ACC Criminology Interns? 4. Based on the findings of this study, what are the
recommendations for improvements of the service quality of ACC Criminology Interns?
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SIGNIFICANCE OF THE STUDY The researchers aimed the result of this study to benefit the following: Aklan Catholic College Administrators. In the fulfillment of its vision and mission in empowering the stakeholders to be globally competitive, for knowing the level of satisfaction towards the service quality of the ACC Criminology Interns will encourage them in designing excellent and relevant programs which would help develop and improve the service quality to respond to the demands of the clients and society. Criminology Department Dean/Faculty. The result of this study will give them idea on the service quality of their Criminology Interns and how satisfied their clients are and for them to plan innovative programs to improve quality of the service. Clients. The Aklan Police Provincial Office, Aklan Provincial Crime Laboratory Office, Kalibo Police Station and Aklan Catholic College will make collective awareness towards the satisfaction in the service quality the Criminology Interns offered.
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Criminology Interns. The findings of the study will enhance the awareness and knowledge of the Interns to further develop the service quality they offered to the clients. Future Researchers. Outcome of this study can be utilized by the other researchers in conducting future researches. The writer hopes that this research will give a significant contribution in the field of research and that researchers of the same nature be conducted to validate the result.
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RESEARCH METHODOLOGY
This part will include discussion of the research design, the research environment, the respondents of the study, the research instrument to be used in gathering in needed data, variables and the statistical tools to be used in analyzing and interpreting the data.
Research Design This is a descriptive research on the satisfaction towards the service quality of the Aklan Catholic College Criminology Interns, Criminology Education Department. As defined, descriptive research describes and interprets what is. It reveals the condition or relationship that exist or do not exist, practices that prevails, beliefs or points of view, attitude that held, processes that are going on otherwise, effects that are being feel, or trends that are developing. The study will aim to determine the client satisfaction towards the service quality of the Aklan Catholic College Criminology Interns, Criminology Education Department, thus descriptive method is appropriate in the conduct of this study.
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RESEARCH ENVIRONMENT
This study will be conducted in Aklan Catholic College (ACC), Kalibo Police Station (KPS), Aklan Provincial Crime Laboratory Office (APCLO) and the Aklan Police Provincial Office (APPO).
Research Respondents The respondents will be sixty (60) randomly selected students from the Aklan Catholic College (ACC) and police officers and employees from Kalibo Police Station (KPS), Aklan Provincial Crime Laboratory Office (APCLOO) and the Aklan Police Provincial Office (APPO) that will be the clients of the Criminology Interns.
Research Instrument To gather the data needed for this study, the researchers will use questionnaire, which is divided into three (3) parts. Part I is a self-constructed questionnaire which will seek to gather data on the demographic profile of the clients of the Criminology Interns showing the name, age, gender and occupation.
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Part II statements aim to gather data on the satisfaction in terms of 5 factors which affect service quality dimensions which are tangibility, competence, responsiveness, courtesy and communication. The levels of satisfaction are scaled from 1-5 as designed fro In this survey, five choices are provided
for every degree question or statement. The choices represent the degree of satisfaction of each respondent has on the given statements. The scale below was used to interpret the total response of all the respondents for every survey statements by computing the weighed mean: The score among The score among The score among The score among The score among 4.01-5.00 3.01-4.00 2.01-3.00 1.01-2.00 0.00-1.00 mean very satisfied mean satisfied mean undecided mean poorly satisfied mean unsatisfied
Part III of the instrument s an open ended question which details recommendations for the improvement and development can be proposed based on the findings.
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Validation of Research Instrument A draft of research questionnaire survey will be presented to thesis adviser for critiquing. The comments and suggestions of the adviser will be incorporated in the revision of questionnaire. Three experts on the field of public service will be asked to validate the questionnaire for face and content validity. Again, their valuable
suggestions will be incorporated in the questionnaire and finally, field testing will be done to assure reliability and validity of questionnaire.
Gathering of Data To gather data needed for this study, the researcher will secure permission from the office of the Dean of Criminology Department. After approval, the questionnaire will be reproduced for actual administration for the 60 respondents. Each respondent was called to answer the questionnaire to get the values of the statements given. After the respondents finished filling up the questionnaire, the values for each number will then plotted in a table to compute the total. When the researchers already totaled the values, the result will
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be plotted in the graph prepared. The same procedure was utilized in the whole realization of the study.
DATA ANALYSIS The data gathered will be treated statistically in order to answer the objectives of the study as well as, its specific problem. The questionnaires will be checked for the accuracy and consistency for the responses. The questionnaire distributed to 60 clients of the Police Intern will be statistically treated as follows; To present the profile of the respondents, the frequencies and percentages are used for calculating and analyzing the data to the personal data. In part 11, the respondents will rate the level of satisfaction based from the ranking patterned from In addition, . nterpretation, weighed
mean to represent each survey questions was computed. Weighed mean is the average wherein every quantity to be averages has a corresponding weight. To compute the weighed mean, each value must be multiplied by its weight. Products should be then added to
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obtain the total value. The total weight should also be computed by adding all the weight. The total value then divided by the total weight.
expectation and perception towards the service quality of the ACC Criminology Interns, the researcher used descriptive statistics of means and standard deviations. Gap analysis was used in comparing means between expectation score and perception score of the respondents and the data were analyzed using SPSS program (Statistical software package). And Part IV details recommendations for the improvement and development can be proposed based on the findings.
Statistical Treatment To present the profile of the respondents, the percentage and frequency will be computed. To determine the satisfaction towards the services of the Criminology Interns of Aklan Catholic College, the survey questionnaire will be used.
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DEFINITION OF TERMS
Clients. A person using the services or a product of organization or company. (http://www.thefreedictionary.com) Operationally it refers to the Aklan Catholic College (ACC), Kalibo Police Station (KPS), Aklan Provincial Crime Laboratory Office (APCLOO) and the Aklan Police Provincial Office (APPO). Client Satisfaction. A term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. (http://www.thefreedictionary.com) In this study, operationally it is defined as a result of
services. Communication. It is the exchange and flow of information and ideas from one person to another. (http://www.thefreedictionary.com) In this study, communication means keeping clients informed in language they can understand. It means listening to clients, adjusting
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its language for different people and speaking simply and plainly with a novice. It also involves development of rapport and confidence. Competence . It is the ability of an individual to perform a job properly. (http://www.thefreedictionary.com) In this study, competence refers to the possession of the required skills and knowledge to perform the services. It involves knowledge and skill of the contact personnel, knowledge and skill of operational support personnel, research capability of the organization. Courtesy. Means a courteous or respectful or considerate act or willingness or generosity in providing something needed. (http://www.thefreedictionary.com) Operationally, in this study courtesy involves politeness, respect, consideration, and friendliness of the Criminology Interns. Criminology Interns. It refers to the criminology students who are undergoing an Internships program. In this study, Criminology Interns refers to the 4th year Criminology Student enrolled to the Criminology Internship Program of the Aklan Catholic College, Criminology Department. .
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Customer expectation. It refers to the needs, wants, and perceived ideas of the client about the product or service. (http://www.qfinance.com/dictionary/customer-expectation) Operationally, it refers to the uncontrollable factors including past experience, personal needs, word of mouth, and external communication. Customer Perception. I how product performance fulfills their needs, wants and desire. Operationally, it refers to , 1988). Responsiveness. Is the quality of being responsive; reacting quickly; as a quality of people, it involves responding with emotion to people and events. (http://www.thefreedictionary.com) Operationally, in this study responsiveness means that the police interns are willing to help clients and provide prompt service such as quick service, professionalism in handling and recovering
services in a timely manner is a critical component of service quality.
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Satisfaction. Oliver (1980) is an attitude or evaluation that is formed by the customer comparing their expectations of what they would receive from the product or service to their subjective perceptions of the performance they actually did receive. Operationally refers to the fulfillment of the client towards the services of Criminology Interns of ACC. Service quality. It means the difference between the client expectation of service and their perceived service by Parasuraman et al. (1988) In this study, service quality was used similarly. SERVQUAL. I t is a term used as an instrument for measuring service quality, in terms of the discrepancy between client (customer) expectations regarding service offered and the perception of the service received (Parasuraman et al., 1988). Tangibility. It is the attribute of being easily detectable with the senses. (http://www.thefreedictionary.com) Operationally, tangibility is the material proof of ACC Criminology Department, police interns includes the personality and appearance of intern, tools, and equipment used to provide the
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service. However, the researcher, in this study, is focusing on how well dressed the police interns are and how they appear to the clients.
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CHAPTER 2
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This chapter presents the results of this study consisting of the
perception, and their suggestions concerning the service quality of ACC Criminology Interns in AY 2011-2012.
Personal Data of the Respondents This section presents the personal data of 60 clients who have been the recipients of the ACC Criminology Interns in the A.Y 20112012. The profile covers the sex, age, civil status and profession.
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Table 1 Personal Data of the Respondents Sex Male Female Civil Status Single Married Age Group Below 25 25-35 36-45 46-55 Profession Government Official Employee Student Private Businessman Others Frequency 35 25 34 26 24 21 9 6 Percentage 58% 42% 57% 43% 40% 35% 15% 10%
1 35 16 0 8
2% 58% 27% 0% 13%
The finding shows that there were more male clients (58%) than female (43%) who have been the respondents of the study Most of the respondents of the study are single (57%) compared to the (43%) were married.
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The largest scale for age group was below the age of 25(40%), seconded between 25 and 35 years of age (35%), followed by the age group of between 36 and 45 (15%) and (10%) between 46 and 55 years of age. The majority of the respondents are Employees (58%), and then students (27%), other profession (13%) and Government official (2%) respectively.
Level of client satisfaction towards the service quality This towards the service quality of the ACC Criminology Interns. The service quality is composed of tangibility, competence, responsiveness, courtesy and communication. The 60 respondents are asked to rate each statement concerning their expectation and perception to the service quality of ACC Criminology interns as a client. The findings of the service quality of each dimension were as follows:
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Tangibility proof such as the physical appearance of Criminology Interns including the neatness and to look snappy, respectful, and smart; as well as the mannerism, and professionalism (see Appendix A, Table 2). The overall expectation in tangibility is at high level 3.35 (satisfied) showed in Table 2. The smarty, snappy looks and dressed suitability of the ACC Criminology Interns confirmed to be their best quality; it received a high ranking at 3.33 (satisfied). When the ACC Criminology interns are well-dressed and wear their uniforms clean, neat and confident, their appearances impresses the clients.
ranked at the highest level 4.45 (very satisfied). All the perception scores have exceeded the expectation towards the service quality the ACC criminology interns had offered. Wong et al (1990) states that the best predictor of overall service quality was related to the tangible behavior and appearance of interns, this has supported the result concerning the tangibility dimension.
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Competence possession of the required skills and knowledge to perform the services. It involves knowledge and skill of the contact personnel, knowledge and skill of operational support personnel, research capability of the organization (see Appendix A, Table 3). Table 3 shows the overall expectation and perception towards the competence dimension of ACC criminology interns. The expectation of the clients scored in general at satisfied (3.35) level, the accuracy of the interns in working ranked to be the best quality at satisfied (3.50). Most of the clients expected that since the ACC Criminology Interns have been exposed to different field of works as ent to deliver accurate services.
dimension was also at the highest level 4.32 (very satisfied). Similar to the expectation, the accurate provided services of the interns received the highest perception at very satisfied (4.38). This may be because the criminology interns provide services correctly the first time and keep their promises at its best quality.
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Responsiveness
customers and provide prompt services (Zeithaml et al., 1988). It is essential that the ACC Criminology Interns are willing and able to help clients provide prompt service and meet client expectation. In addition, professionalism in handling and recovering from mistakes are also core values of this dimension (see Appendix A, Table 4) Table 4 shows that the overall expectation towards The Criminology Interns inform exactly when services will be provided for the clients (3.38). It may describe that clients expect that the ACC Criminology interns will inform them promptly when services are to be offered. This shows that the ability of the interns to respond to clients satisfaction as core factors to achieved greater satisfaction. Th dimension was very satisfied at (4.52). But different from the expectation The Criminology Interns are willing to offer
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help and support you 4.58 (very satisfied). These findings are consistent with Parasuraman vice quality.
determining client satisfaction with service
Courtesy involves politeness, respect, consideration, and friendliness of the Criminology Interns. In addition, it also involves the discipline; mannerism and the way the interns behave with their respective clients (see Appendix A, Table 5).
The Criminology Interns
important expected quality of the ACC Criminology interns. Perception ed at satisfied level (3.33), with Criminology interns G and does
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not make noise and involve to fights being the most important factor (3.35). Among the all dimension of service quality of the Criminology Interns, the courtesy dimension scored to be the lowest.
Communication keeping clients informed in language they can understand. It means listening to clients, adjusting its language for different people and speaking simply and plainly with a novice. It also involves development of rapport and confidence (see Appendix A, Table 6). Table 6 showed that the overall expectation concerning
development of good rapport and attentive listening was considered the most important (3.38) expectation. Table 6 shows that overall perception of communication dimension was at the very satisfied level (4.31) similar to the preceded dimensions. Perception of the attentive listening of criminology interns in instructions ranked as the core factor at (4.53)
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very satisfied. The results indicated that the interns are enthusiastic, attentive and focus to the instructions given by the clients like police officers or teachers. According to Crompton et al. (1991), staff like interns should make clients feel like they belong. This statement is consistent with the definition communication which rapport and effective communication is important.
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Overall client satisfaction towards service quality
Table 2 Overall mean score of client satisfaction towards service quality
Clients' Expectation Dimensions Mean Tangibility Competence Responsiveness Courtesy Communication Overall mean 3.35 3.35 3.39 3.26 3.38 3.35 S.D. .48 .48 .54 .53 .54 .05 Level Satisfied Satisfied Satisfied Satisfied Satisfied Satisfied
Clients' Perception Mean S.D. 4.45 4.32 4.52 3.33 4.31 4.40 .70 .78 .63 .97 .80 .09 Level Very Satisfied Very Satisfied Very Satisfied Satisfied Very Satisfied Very Satisfied
Table 2 shows that overall satisfaction of expectation towards the five dimensions was scored satisfied at (3.35, SD = 0.05). The
satisfied level (3.39, SD = 0.54), followed by communication dimension was at satisfied level (3.38, SD = 0.54), tangibility and
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competence tied at (3.35, SD = 0.48) and last was courtesy at (3.26, SD = 0.53). This result shows that clients expect the interns to be responsive and prompt in delivering services. Overall satisfaction of perception towards the five dimensions was at a very satisfied level (4.40, SD = 0.09). All the five perceived dimensions had surpassed the expectation of the clients. Most of the clients perceived again responsiveness as the most important dimension at (4.52, SD = 0.63). It is to be followed by tangibility (4.45, SD = 0.70), competence (4.32, SD = 0.78), communication (4.31, SD = 0.80) and courtesy (3.33, SD = 0.97),
Discrepancy gap between c
expectation and perception
level towards service quality of ACC Criminology interns The discrepancy gap is calculated between the mean score of expectation and perception. The findings of the study showed the difference between expectation and perception as shown in the table below.
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Table 3 Discrepancy gap service quality of ACC Criminology interns Clients' Expectation 3.35 3.35 3.39 3.26 3.38 3.35 Clients' Perception 4.45 4.32 4.52 3.33 4.31 4.40 Discrepancy GAP 1.00 0.97 1.13 0.07 0.72 1.05
Dimensions Tangibility Competence Responsiveness Courtesy Communication Overall mean
perception. The study shows that the overall level of perception of all dimensions was higher than level of expectation. Responsiveness was the most important dimension with the highest positive gap (1.13), followed by tangibility (1.00), then competence (0.97), and communication (0.97). On the hand, courtesy is alarming with only (0.07) positive gap. satisfied with the quality of services the ACC Criminology Interns offered.
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quality of ACC Criminology Interns
Table 4
Clients' suggestion Compliments Complaints Total
No. Respondents 37 23 60
Percentage 62% 38% 100%
Table 9 Criminology Interns complimented the service quality they offered. Some of the most common compliments are ACC Criminology Interns does not hesitate to offer help to clients, they wear their uniforms smarty and snappy, and they are approachable and develop good rapport with the police officers On the other hand, (38%) of the respondents made complaints and suggest skills to be improved. Some of the complaints are ACC Criminology Interns are noisy and does not behave properly, they lack communication skills especially in speaking English and they are
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late in their daily duties. Also some clients suggest that the ACC Criminology Interns should develop their English proficiency, they should familiarize all the functions of police officers as their future employment and most of all they should develop proper etiquette, politeness and good attitude at all times.
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CHAPTER III SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION
This chapter presents the summary of findings in the study, conclusion and recommendation of the study.
Summary of Findings The researchers aimed to determine the client satisfaction towards the service quality of the Aklan Catholic College Criminology Interns. More specifically, it sought answers to the following questions: 1. What is the demographic profile of the clients of the Criminology Interns of the ACC Criminology Education Department? 1.1 1.2 1.3 1.4 Age Gender Civil Status Profession
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2. service of ACC Criminology Interns in terms of: 2.1 2.2 2.3 2.4 2.5 3. service quality of ACC Criminology Interns? 4. Based on the findings of this study, what are the Tangibility Competence Responsiveness Courtesy Communication
recommendations for improvements of the service quality of ACC Criminology Interns?
This study was conducted during the school year 2011-2012. Sixty (60) randomly selected clients of the ACC Criminology Interns from Aklan Catholic College (ACC), Kalibo Police Station (KPS), Aklan Provincial Crime Laboratory Office(APPCL) and the Aklan Police Provincial Office (APPO).
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The self-made questionnaire-checklist was the primary instrument used in securing the needed information. The closeended questions were asked to identify the written items which the respondents had just check. The descriptive method of research was used to know the level of client satisfaction towards the service quality of the Aklan Catholic College Criminology Interns in 5 dimensions based on Parasuraman etal. 1991. The five dimensions are tangibility, competence, responsiveness, courtesy and communication.
Significant findings as follows were noted: 1. Majority of the respondents are male (58%), single (57%), 25 years old below (40%) and employees (58%). 2. The researcher found out that the level of satisfaction from the clients showed that responsiveness was the highest satisfaction at very satisfied (4.52). It was to be f ollowed by tangibility very satisfied (4.45), competence very satisfied (4.32), communication very satisfied (4.31) and courtesy satisfied (3.33). Most of the clients identified that the interns are prompt, effective and responsive in the
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delivery of quality services. criminology interns scored the lowest receiving properly in the courtesy dimension. behaves
3. Overall, the ACC Criminology Interns received a positive
satisfaction from all
(4.40). Also they
receive a high positive gap of (1.05). Responsiveness was the most important dimension with the highest positive gap. The willingness to help clients and provide prompt service such as quick service, professionalism in handling and recovering from mistakes of the ACC has help it achieved it. And similar to the overall satisfaction level, courtesy has received the lowest positive gap of (0.07). 4. The result shows that Criminology Interns complimented the service quality. Clients On the other hand, (38%) of the respondents made complaints and suggest qualities to be improved. They complained the lack of proper etiquette, politeness and discipline.
50
Conclusions
After the researchers had thoroughly studied the findings in this study, the following conclusions were arrived at in response to the questions posed.
1. The researchers concluded that majority of the respondents are male. Most of them are single, 25 years old below and employees. 2. The researchers also concluded that in terms of the five dimensions tangibility, competence, responsiveness and communication have exceeded the expectation of the clients and ervice quality. But unfortunately, among the five dimensions courtesy rec only and needs to be improved. 3. The researchers concluded that the overall client satisfaction towards the service quality of the ACC Criminology interns was
4. The researchers concluded that majority of the clients gave good compliments towards the ACC Criminology Interns.
51
Recommendation Based on the foregoing findings and conclusions, the researchers draws out the following recommendations: 1. The researchers recommend that the criminology interns must continue to develop the skills they especially the identified dimensions. In Tangibility, the researcher recommends that the Criminology Interns must always dress properly, to look snappy, respectful, neat and clean at all times. In Competence, the lowest satisfaction which is late in daily duties must be get rid of and continue to work correctly and admit mistakes and readily correct it. In Responsiveness which the Criminology interns scored the highest satisfaction, the researcher recommends that the Interns should maintain and improve willingness to offer help and support, promptness when asked for help and does not hesitate to do what is asked. In Courtesy, identified lowest satisfaction towards the service quality, Criminology interns should always be disciplined at all
52
times. Avoid making noise and must behave properly. Develop good etiquette and politeness. And most of all speak with appropriat
Lastly, in Communication, the Criminology interns should develop their good communication skills especially in English proficiency. And continue to expand their rapport to everyone especially to the clients of the Criminology Internship Program.
2. The researchers recommend that through the Advanced Police Internship Training Course which serves as the preparation for the Criminology Interns before they are immerse to the community should be improve through innovative lectures, counseling and teaching that will develop the interns interpersonal and intrapersonal abilities and individuality.
3. The researchers recommend that administrators and curriculum planners should also design excellent and relevant instruction suited to the demands of the clients which could help
53
them develop all the five dimension of the service quality towards the further improvement of ACC Criminology Interns. Moreover, future researchers should conduct further studies in this area so they may be able to apply the results of this study.
satisfaction towards the service quality of interns to determine their lowest and highest quality to further develop the services.
54
References
http://law.jrank.org/pages/1650/Police-Community-Policingtheory-practice-community-policing.html
http://www.utexas.edu/research/cswr/survey/site/customer/cs paper.pdf How to Ensure Strong Cus Accessed at http://managementhelp.org/customers/service.htm http://www.wikipedia.org Assessing Customer Satisfaction of Shahjalal Islami
http://www.scribd.com/doc/53660885/Assessing-CustomerSatisfaction-of-Shahjalal-Islami-Bank-Limited-KeraniganjBranch-BBA-Internship-Report Gronroos, C. (1982). Strategic Management and Marketing in the Service Sector. Swedish School of Economics and Business Administration, Helsingfors
55
http://www.degromoboy.com/cs/gronroos.htm
http://www.b2binternational.com/publications/whitepapers/customer-satisfaction-survey/ http://www.ivythesis.com/samples/Free%20Sample%20Thesis%20P aper%20Methodology.htm Kotler, P. (2003). Marketing Management. (11th ed.) NJ: Prentice Hall, Inc.
http://www.ivythesis.com/samples/Free%20Sample%20Thesis %20Paper%20Methodology.htm Liu, Chang-Yung. (2000). Customer satisfaction in the service sector. Tokyo : Asian Productivity Organization.
http://www.fsc.yorku.ca/york/istheory/wiki/index.php/Expectati on_confirmation_theory Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences
56
Parasuraman. A., Zeithaml, V.A. & Berry, L.L. (1985 & 1988). A conceptual model of service quality and its implication. Journal of Marketing Satisfaction Decisions. Journal of Marketing Research
thesis.swu.ac.th/swuthesis/Bus_Eng_Int_Com/Alin_S.pdf Zeithaml V.A., Parasuraman A., & Berry L.L. (1990). Delivering quality service: Balancing customer perceptions and expectations. The Free Press, New York. NY.
57
APPENDICES
58
APPENDIX A Dimensions of Service Quality
Client satisfaction concerning tangibility Clients' Expectation Mean S.D. Level Clients' Perception Mean S.D. Level
Tangibility The Criminology Interns 1. dress appropriately 2. are look clean and neat 3. provide service in pleasing manner 4. look snappy, respectful, & smart Over-all mean score
3.33 3.32
.48 .47
Satisfied Satisfied
4.57 4.52
.62 .65
Very Satisfied Very Satisfied
3.02
.13
Satisfied
4.33
.71
Very Satisfied
3.33
.48
Satisfied
4.37
.78
Very Satisfied
3.35
.48
Satisfied
4.45
.70
Very Satisfied
59
Client satisfaction concerning competence
Competence The Criminology Interns 5. work correctly 6. provide you accurate information 7. admit mistakes and readily correct it 8. are not late in daily duties Over-all mean score
Clients' Expectation Mean S.D. Level
Clients' Perception Mean S.D. Level
3.50 3.40
.53 .56
Satisfied Satisfied
4.38 4.28
.58 .78
Very Satisfied Very Satisfied Very Satisfied Very Satisfied Very Satisfied
3.38
.55
Satisfied
4.32
.77
3.27
.49
Satisfied
4.28
.94
3.35
.48
Satisfied
4.32
.78
60
Client satisfaction concerning responsiveness
Responsiveness The Criminology Interns 9. inform exactly when services will be provided for the clients 10. are prompt when asked for help 11. does not hesitate to do what is asked to them 12. are willing to offer help and support you Over-all mean score
3.38
.49
Satisfied
4.45
.65
Very Satisfied
3.33
.48
Satisfied
4.55
.59
Very Satisfied
3.37
.49
Satisfied
4.48
.70
Very Satisfied
3.33
.48
Satisfied
4.58
.59
Very Satisfied
3.39
.54
Satisfied
4.52
.63
Very Satisfied
61
Client satisfaction concerning courtesy Clients' Expectation Mean S.D. Level Clients' Perception Mean S.D. Level
Courtesy The Criminology Interns 13. Morning or Good 14. speak with you in appropriate address forms (e.g. Sir/ 15. behaves properly 16. does not make noise and involve to fights Over-all mean score
3.32
.54
Satisfied
3.35
.55
Satisfied
3.23
.46
Satisfied
3.3
.62
Satisfied
3.30
.59
Satisfied
3.31
.57
Satisfied
3.20 3.26
.51 .53
Satisfied Satisfied
3.35 3.33
.55 .62
Satisfied Satisfied
62
Client satisfaction concerning communication
Communication The Criminology Interns

17. talks clear and understandable language
3.45
.53
Satisfied
4.32
.79
Very Satisfied Very Satisfied Very Satisfied Very Satisfied Very Satisfied
18. communicate to you effectively in English 19. develops good rapport 20. listen to your instructions attentively Over-all mean score
3.32
.54
Satisfied
4.03
.94
3.38 3.38
.56 .52
Satisfied Satisfied
4.37 4.53
.76 .60
3.38
.54
Satisfied
4.31
.80
63
APPENDIX B Letter to the Dean of Criminology CRIMINOLOGY EDUCATION DEPARTMENT

March 11, 2012 Mrs. Richie B. De Mateo Dean, Criminology Department Aklan Catholic College Kalibo, Aklan Madam: The undersigned BS Criminology are conducting a research study entitled SATISFACTION TOWARDS THE SERVICE QUALITY OF THE ACC CRIMINOLOGY INTERNS IN A.Y. 2011, we are asking permission from your good office to distribute the survey questionnaire to all the clients of the ACC Criminology Interns. We further inform you that all information shall be treated as confidential for ethical purposes. Very truly yours, HERMIE TERRENCE REODAVA ARIS VICTOR CONDEZ KALYP SILVERIO Noted: ARVIN KIM A. ARNILLA Adviser Approved: MRS. RICHIE B. DE MATEO Dean, Criminology JOHN ALBERT NADURA JUSTINE GOMEZ RONEL LEYSON
64
APPENDIX C QUESTIONNAIRE
This questionnaire is part of the study for a Bachelor of Science in Criminology at Aklan Catholic College. The objective of the research is to evaluate the client satisfaction (expectation and perception) level towards the service quality of the Aklan Catholic College Criminology Interns in 2012.
65
CLIENT SATISFACTION TOWARDS THE SERVICE QUALITY OF THE ACC CRIMINOLOGY INTERNS QUESTIONAIRES Direction: Please put a tick the box to supply the data being asked. PART I: PERSONAL DATA 1. Gender 1) Male 2. Age __________. 3. Civil Status 1) Single 4. Occupation 1) Government official 3) Student 2) Employee 4) Owner/Private Business 2) Married 2) Female
5) Others (please specify ___________________)
66
PART II. Survey of your satisfaction towards the service quality of the ACC Criminology Interns Based on your experience as a client of the Aklan Catholic College Criminology Interns, please put a tick (/) in the box, which mostly explains your attitudes. a) level of EXPECTATION towards the service quality of Criminology Interns b) level of PERCEPTION towards the service quality of Criminology Interns The score levels are described as 5 = very satisfied, 4 = satisfied, 3 = undecided, 2 = poorly satisfied, and 1 = unsatisfied
Dimensions Tangibility 1. The Criminology Interns dress appropriately 2. The Criminology Interns are clean 3. The Criminology Interns provide service in pleasing manner 4. The Criminology Interns look snappy, respectful, & smart Competence 5. The Criminology interns work correctly
Level of expectation 5 4 3 2 1
Level of perception 5 4 3 2 1
67
6. The Criminology Interns provide you accurate information 7. The Criminology Interns admit mistakes and readily correct it 8. The Criminology Interns does not hesitate to do what is asked to them Responsiveness 9. The Criminology Interns inform exactly when services will be provided for the clients 10. The Criminology Interns are prompt when asked for help 11. The Criminology Interns are not late in daily duties 12. The Criminology Interns are willing to offer help and support you Courtesy (Discipline) 13. The Criminology Morning or Good 14. The Criminology Interns speak with you 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1
68
in appropriate address forms (e.g. Sir, 15. The Criminology Interns behaves properly 16. The Criminology Interns does not make noise and involve to fights Communication 17. The Criminology Interns talks clear and understandable language 18. The Criminology Interns can communicate to you effectively in English. 19. The Criminology Interns develops good rapport. 20. The Criminology Interns are focus in listening to your instructions. 5 4 3 2 1 5 4 3 2 1
69
PART III: Client suggestions towards the service quality of the Aklan Catholic College Criminology Interns of the Criminology Department (e.g. compliment, complaint) _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________ _______________________________________________________.
70
Curriculum Vitae PERSONNAL DATA
Name Address Age Civil Status Nationality Sex Religion
: : : : : : :
Aris Victor A. Condez Duyong, Pandan, Antique 18 years old Single Filipino Male Roman Catholic
EDUCATIONAL ATTAINMENT Elementary : Cayangwan Elementary School Cayangwan, Makato, Aklan (1998-2004) High School : Pandan Bay Institute Centro Norte, Pandan, Antique (2004-2008) College : Aklan Catholic College Bachelor of Science in Criminology Kalibo, Aklan (2008-present)
71
PERSONNAL DATA
: : : : : : :
Justine Mesina Gomez Brgy. Tigayon, Kalibo, Aklan 23 years old Single Filipino Male Roman Catholic
EDUCATIONAL ATTAINMENT
Elementary
Kalibo Pilot Elementary School Kalibo, Aklan (1995-1999) Aklan College Elementary School Andagao, Kalibo, Aklan (1999-2002)
High School
Aklan College High School Andagao, Kalibo, Aklan (2002-2006)
College
Aklan Catholic College Bachelor of Science in Criminology Kalibo, Aklan (2006-present)
72
PERSONNAL DATA
: : : : : : :
Hermie Terrence Iquia Reodava Banay-Banay, Malinao, Aklan 19 years old Single Filipino Male Roman Catholic
Elementary
San Ramon Primary School San Ramon, Malinao, Aklan (1998-2002) Malinao Elementary School Pob. Malinao, Aklan (2002-2004)
High School
Malinao School for Philippine Craftsmen Biga-a, Malinao, Aklan (2004-2008)
College
73
PERSONNAL DATA
: : : : : : :
John Albert Nadura Madalag, Aklan 19 years old Single Filipino Male Roman Catholic
Elementary
Madalag Elementary School Madalag, Aklan (1998-2004)
High School
Madalag National High School Madalag, Aklan (2004-2008)
College
74
PERSONNAL DATA
: : : : : : :
Kalyp Briones Silverio Briones, Kalibo, Akaln 22 years old Single Filipino Male Roman Catholic
Elementary
Kalibo Elementary School (1997-1999) Aklan Interfaith Academy (1999-2000) Kalibo Pilot Elementary School (2000-2002)
High School
Aklan Catholic College Kalibo, AKlan (2002-2006)
College
75
PERSONNAL DATA
: : : : : : :
Ronel Vega Lesyon Bubog, Numancia, Aklan 23 years old Single Filipino Male Roman Catholic
Elementary
Numancia National School of Fisheries Albasan, Numancia, Aklan (1994-2000)
High School
Aklan Catholic College Kalibo, Aklan (2000-2005)
College
Aklan Catholic College Bachelor of Science in Criminology Kalibo, Aklan (2008-present

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Aklan Catholic College

CHAPTER 1 INTRODUCTION THE PROBLEM AND ITS SCOPE

relation to his or her expectation. Additionally, Yi (1990) also stated

What is the overall

satisfaction towards the

recommendations for improvements of the service quality of ACC Criminology Interns?

services in a timely manner is a critical component of service quality.

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter presents the results of this study consisting of the

2% 58% 27% 0% 13%

determining client satisfaction with service

The Criminology Interns

Overall client satisfaction towards service quality

Table 2 Overall mean score of client satisfaction towards service quality

Discrepancy gap between c

expectation and perception

Dimensions Tangibility Competence Responsiveness Courtesy Communication Overall mean

quality of ACC Criminology Interns

Clients' suggestion Compliments Complaints Total

Percentage 62% 38% 100%

CHAPTER III SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION

recommendations for improvements of the service quality of ACC Criminology Interns?

3. Overall, the ACC Criminology Interns received a positive

satisfaction from all

(4.40). Also they

APPENDIX A Dimensions of Service Quality

Very Satisfied Very Satisfied

Client satisfaction concerning competence

Clients' Expectation Mean S.D. Level

Clients' Perception Mean S.D. Level

Client satisfaction concerning responsiveness

Clients' Expectation Mean S.D. Level

Clients' Perception Mean S.D. Level

Client satisfaction concerning communication

Communication The Criminology Interns

Clients' Expectation Mean S.D. Level

Clients' Perception Mean S.D. Level

APPENDIX B Letter to the Dean of Criminology CRIMINOLOGY EDUCATION DEPARTMENT

5) Others (please specify ___________________)

Curriculum Vitae PERSONNAL DATA

Name Address Age Civil Status Nationality Sex Religion

Name Address Age Civil Status Nationality Sex Religion

Aklan College High School Andagao, Kalibo, Aklan (2002-2006)

Aklan Catholic College Bachelor of Science in Criminology Kalibo, Aklan (2006-present)

Name Address Age Civil Status Nationality Sex Religion

Malinao School for Philippine Craftsmen Biga-a, Malinao, Aklan (2004-2008)

Aklan Catholic College Bachelor of Science in Criminology Kalibo, Aklan (2008-present)

Name Address Age Civil Status Nationality Sex Religion

Madalag Elementary School Madalag, Aklan (1998-2004)

Madalag National High School Madalag, Aklan (2004-2008)

Aklan Catholic College Bachelor of Science in Criminology Kalibo, Aklan (2008-present)

Name Address Age Civil Status Nationality Sex Religion

Aklan Catholic College Kalibo, AKlan (2002-2006)

Aklan Catholic College Bachelor of Science in Criminology Kalibo, Aklan (2008-present)

Name Address Age Civil Status Nationality Sex Religion

Numancia National School of Fisheries Albasan, Numancia, Aklan (1994-2000)

Aklan Catholic College Kalibo, Aklan (2000-2005)

Aklan Catholic College Bachelor of Science in Criminology Kalibo, Aklan (2008-present

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