A STUDY ON THE LEVEL OF

CUSTOMER SATISFACTION OF PLDT

INTERNET SUBSCRIBERS IN BRGY.
CONCEPCION, MALABON CITY
Magno, Pauline Anne
Reyes, Lhorenz
Santiago, Angeline Khate

Abstract
This aims to determine the level of satisfaction
of PLDT Internet Subscribers in Brgy.
Concepcion, Malabon City. A survey
questionnaire was constructed using the
SERVQUAL Model. The researchers aim to
measure the expectation and perception using
the five dimensions of service quality. These
dimensions will help the researchers to identify
the strength and weaknesses of PLDT Malabon
Branch. A total of 118 respondents is expected to
answer the survey. The data gathered will be
analyzed through gap analysis and ranking to
identify the level of customer satisfaction. The
researchers will provide a proposed plan that
will help the PLDT to exceed customers
satisfaction.

INTRODUCTION
What is customer satisfaction? Customer
satisfaction is a marketing term used to measure
if the product or services that the company
offers meet the expectation of its customers.
Customer satisfaction is seen to be the key in
helping to know what strategy that the company
will use for their business. According to

Instructor: Shawn
Grimsley
Customer
satisfaction is an abstract concept and involves
such factors as the quality of the product, the
quality of the service provided, the atmosphere
of the location where the product or service is
purchased, and the price of the product or
service. This states that customer satisfaction
has many factors and this factors are use to
measure the customer satisfaction. In customer
satisfaction the company or business will ask
their customers if their product or service meet
or exceed their expectation toward the product
or service. Companies or businesses use surveys
in order to measure the satisfaction of the
customers toward their product or services.
Customer satisfaction plays an important role in
every business. Customer satisfaction can be a
great help in the company or businesses.
Customer satisfaction is important because this
can help the company to increase their profit.
This can also be an indicator if the customer is
willing purchase your product or service again
and gain their loyalty. Ones the company already
gains the loyalty of the customers they will
continue to purchase the company product or
services. The loyal customers can also help you
to market the company product because they are
satisfied in the company product or services and
this can help to increase the business profit.
What the new law hoped to achieve was to
interconnect these "intercom" systems into a
seamless nationwide network that would
facilitate communication and delivery of
services to the people, as well as spur economic
development in the countryside. The first
president of PLDT was Theodore Vail Halsey
while Major J.E. Hamilton Stevenot, who
represented the American firm General
Telephone and Electronics Corp. (GTE), was
elected executive vice president and general
manager.

The Statement of the Problem is:

1.) What is the profile of PLDT customers in
Malabon in terms of:
1.1 Age
1.2 Gender
1.3 Income
2.) What are the levels of satisfaction of the
customers of PLDT in Malabon?
The objectives of the study is that, customers of
PLDT Malabon branch will have an easy access
when it comes in communicating with other
people. Increasing the market share of the
Company for the next couple of years and also
to attract more customers to avail their products
and services. This will help PLDT Malabon
branch to satisfy their customers and will also
make the Company recognize more especially,
the residents in Malabon.

to any PLDT services or products for 2 years or

more. The researchers used the Slovins Formula
to identify the total number of respondents
needed to survey.
The technique or method used by the researchers
in sampling design is non probability method.
The target population is available even when
you do not have sample frame and since the
respondents are the one needed to provide
information. Non probability sampling si more
convenient and less complicated to use. The
researchers could always look for someone else
to provide the information since the target
respondents are 100 only and the total
population of Concepcion Malabon where PLDT
Branch is located is roughly 11,806.
The researchers use questionnaire as an
instrument. The questionnaires will be given to
the respondents and they will answer it. Through
this the researchers will gather the information
they need. This will help the researchers to have
more assumption in solving the marketing
problem.

METHOD
The method or the design that the researchers
will use is Quantitative Research Design. In
Quantitative Research the researchers will use a
questionnaire to gather information from the
respondents. The data that the researchers
gathered are being generated to produce a
proposed plan to answer the problem. Survey
research because the researchers will obtain
information coming from the respondents.
Descriptive Research because the researchers try
to discover new facts and meanings. This
involves the collection of data that will provide
description of individuals, groups or situation.

Weighted Mean

The Respondents of this research are the PLDT

Subscribers. They can be male or female
between 25-30 years old and within the vicinity
of Malabon. But they must be at least subscribed

Likert Scale

An average in which each quantity to be

averaged is assigned a weight. These weightings
determine the relative
importance of each
quantity on the average.
Mean =

M=

N
The weighted mean would be computed then
would be interpreted using the:

The profiles of the PLDT subscribers as revealed

in this study are as follows:
Monthly
FREQUENC
PERCENTAGE
Income
Y
10,000-20,000 58
49 %
PHP
20,000-30,000 35
29 %
PHP
30,000-40,000 21
18 %
PHP
40,000-50,000 2
2%
PHP
50,000 PHP
2
2%
This table shows that most of the respondents
(58 or 49 %) has monthly income of 10,00020,000 PHP.
OCCUPATION
FREQUENCY PERCENTAGE
Executive
39
33 %
Non-Executive
43
36 %
Self-Employed
19
16 %
Others
17
14 %
The table shows that majority of the respondents
(43 or 36%) has an occupation of non-executive.
NUMBER OF
FREQUENC
PERCENTAGE
YEARS
Y
SUBSCRIBED
1-2 yrs.
21
18 %
2-3 yrs.
54
46 %
4 yrs. and up
43
36 %
The table show that majority of the respondents
(54 or 46%) is already subscribed 2-3 yrs in
PLDT.
Encourage
FREQUENCY PERCENTAGE
Advertising
16
14 %
Recommended
83
70 %
by friends/
family
Personal Selling 19
16 %
The table shows that the majority of the
respondents (83 or 70%) answered that they will
be encourage if it will be recommended by
friends/ family.

Ranking
SERVQUA
L
COMPON
ENTS

MEA
N

Interpreta
tion

Rank

Tangibility

3.89

AGREE

Reliability

3.93

AGREE

Responsiv
eness

3.92

AGREE

Assurance

4.15

AGREE

Empathy

4.10

AGREE

DISCUSSION
Profile of the Respondents:
1.1 Most of the respondents aged 28-45 years
old. They are the one who are capable in paying
the subscription plan and they are in need of
internet connection because they are working or
they need to communicate with their relatives
abroad.
1.2 Majority of the respondents are Married,
they are the ones who have children that will use
the internet.
1.3 Majority of the subscribers are employed
under non-executive position with a monthly
salary of 10,000-20,000 PHP.
1.4 Most of the respondents are already
subscribed to PLDT for about 2-3 years, it is
because of the lock in period that PLDT has.
1.5 Majority of the respondents are influenced
by their family members to subscribe to PLDT.

Level of Customer Satisfaction

The level of customer satisfaction in terms of:

RECOMMENDATION

Assurance

As mentioned above in Major Findings and

Conclusions. The researchers recommend the
following:

Of all the 5 dimension of SERVQUAL,

assurance ranks 1. This means that customers
feels secured when they are making transaction
to PLDT. Employees are also trustworthy and
respectful, they are always ready in answering
customers concern, that makes the customer feel
secured because they are always right there
when problems occurred.
Empathy
Empathy ranks 2, this means that the employees
establish good relationship towards to customer.
They always give proper attention to customers
and they understand customer concern.
Reliability

PLDT must ensure the reliability of their

internet connection through conducting
a monthly system checkup.

PLDT must ensure to provide their

promised service to the subscribers. This
will be done by giving the customer the
right bandwidth stated on their
subscription plan (e.g., 3 mbps, 10
mbps, 30 mbps, 100 mbps)

This said recommendation of the researchers

will make PLDT more competitive in
Telecommunication Industry.

Reliability ranks 3, its mean are 3.93 it is below

average. This means that the reliability of the
internet connection is not satisfying the
customer.

Action Plan

Responsiveness

Monthly check up of
systems

January - December

Techn

Team Building for

Employees

April- May

Team

Responsiveness ranks 4, it is also below

average.

Activity

Time

Tangibility
Tangibility ranks at 5 and has the lowest rate
based on the results given.

The monthly check up of systems is helping the

company to ensure that their services satisfy
their customer. While the Team Building is for
employees to strengthen their communication to
each other make them more efficient and to
practice their teamwork in the workplace.

De