CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

Introduction
Customer satisfaction plays an important role in the total business trend for the
transaction and other business activities. People consider the other outcomes of other
consumer in determining their own satisfaction with a transaction. Companies now
recognize that the economy had changed. Nowadays, multi-tasking individuals
increased their expectations and preferences including the product and services that
they purchase. Measuring customers satisfaction is relatively fascinating and is one of
the newest concepts to many companies which are previously focused on the income
statements and balance sheets. Another, increased competition with little product
differentiation but has continual sales growth have indicated todays competitors that
their focus must change. Customer service is another important factor to be consider,
retailers build a sustainable competitive advantage by offering customer service.
Convenience stores such as Ministop and Seven Eleven offer not just delightful
products but also warm service to their customers. All employees of a retail firm and
all elements of the retailing mix provide services that increase the value of their
merchandise. Convenience stores sell product 24hours, 7 days a week. The
convenience stores break the bulk so that customers may enjoy foods and other
products in small quantity anytime anywhere.

Increasing competition is forcing businesses to pay much more attention to

satisfying customers, including

providing strong customer service. Successful

recognizing of customer satisfaction is a critical weapon that can bring increased

market share and increased profit and even for product and service development. The
research problem is designed to provide the researchers with the information on
factors that impact the customers acquisition, consumption and disposition of goods,

services and ideas. Many of people underestimated the power of feedback, the
relationship that when customers rate their satisfaction level as very satisfied, their
loyalty is very high. Whenever goods, services, ideas or experiences are transferred
from one entity to another, an exchange takes place.

The researchers would like to study customers satisfaction to fully understand

the current trend for business in terms of the strategy, actions and processes and the
new approach which is the lifetime value of customers that includes customer
satisfaction and seek to increase it. The researchers choose convenience stores that
exude energy with its modern innovative, warm and pleasantly clean ambience. The
corporations unique combo format makes it the only convenience store that serves instore prepared food product 24/7.It adapts to the needs of the consumers with both
creativity and practicality, and continuously introduces new products to supply the
changing needs of the market. The researchers aimed to prove that building customer
satisfaction and loyalty is the key to profitable business.
Background of the Study
A large factor in determining the like hood of success and profits in an
organization is customer satisfaction. When there is customer loyalty, the customer
retention rate is high and business result tends to follow. Without the customer, it is
impossible for any business to sustain itself and to continue its operations. Achieving
desired result is frequently a result of customer actions. Any business without focus on
customer satisfaction is at the mercy of the market. Without a loyal customers
eventually a competitors will satisfy those desire and your customer retention rate will
decrease. Providing the goods and services that the customer wants in the packaging
they want in retail outlets which are conveniently to use or consume and well placed. It
is clear about customers satisfaction is that customer most likely to appreciate the
goods and services that they buy if they are made to feel special. This occurs when

they feel that the goods and services that they buy have been specially produced for
them or for people like them.The retail changes over time and a smart retailer should
work towards making business destination itself. Convenience stores are essentially
found in residential areas. They provide limited amount of merchandise at more than
average prices with a speedy checkout. The stores are ideal for emergency and
immediate purchases,small stores often with the extended hours and some being
open 24 hours.

The researchers chose convenience stores at Santa Rosa, Bayan to conduct

their research study. On October 26, 1982, Philippine Seven Corp. (PSC) acquired the
license agreement to use the 7-Eleven Convenience Store system in the
entire Philippines from Southland Corporation of Dallas, Texas. After a month, PSC
was registered with SEC on 29 November 1982. The incorporators were Jose T.
Pardo, Vicente T. Paterno and Francisco R. Sibal. The companys chief mission was to
introduce an entirely new retailing concept to the Filipino consumers, i.e. operating a
chain of 24-hours convenience stores. The first corporate office was located at the
ninth floor of the Century Tower building in Salcedo Village, Makati City. Despite the
aggravating political and economic adversities, PSC gamely opened its first 7-Eleven
convenience store, located at the corner of EDSA and Kamias Streets in
Kamuning, Quezon City, on February 29, 1984. This store proved to be a tough one
as it weathered all types of calamities, the EDSA revolution, and coup'd'etats. The
second 7-Eleven convenience store was opened at President Ave., BF Homes,
Paraaque, which was adjacent to the entrance of a posh subdivision, in April 1984.
Having been able to open two stores within the same year, PSC was able to make
necessary comparisons in the operations of its stores. It has learned that the primary
customers of 7-Eleven stores came from the middle class: the salaried, busy
employee who preferred a quick fix, while on his/her way home or to the office.

Minutestop--A convenience store named by a Californian consultant first

introduced the famed retail store as "...a store where everyone stops by for a minute."
Later on, the name became MINISTOP-- when the Japanese--owned company
decided to make it less of a tongue twister. The company has made its competitive
advantage among other convenient stores not only in Japan but in the Philippines as
well. Since it opened its doors to the Philippines in December 2000, MINISTOP has
always envisioned becoming the leader in the convenience store industry. MINISTOP
has made its presence felt by being the community's warmest and friendliest modern
combo store. It takes pride in its wide range of quality products, at affordable prices
and value-added service. The commitment to a customer-focused management has
given MINISTOP a competitive edge not only in Japan but also in the Philippines.
MINISTOP has been continuously expanding to service the Filipino consumer needs.
(http://ministopphilippines. multiply.com/profile)

Theoretical Framework
According to Levy &Weitz (2007) stated from their book entitled Retailing
Management that the theory of Martin Fishbein provides a useful way to summarize
how customers use the information they have about alternative products, evaluate the
alternatives and select the one that best satisfies their needs for developing a retailing

strategy . Customers see a retailer, a product, or a service as a collection of attributes

or characteristics. People tend to like objects that are associated with good
characteristics and dislike objects they believe have bad attributes. Fishbeins theory
is designed to predict a customers evaluation of a product, service, or retailer based
on its performance on relevant attributes and the importance of those attributes to the
customer satisfaction.

According to theory of Abraham Maslow on the Hierarchy of Needs described

that you need to motivate customer for them to act. Understanding how buyers satisfy
their needs provide guidelines for marketing actions. Consumers attempt to match
their needs with the products that satisfy their needs. People have variety of needs
including basic physiological needs (food, clothing, shelter); the need for safety
(security, stability of life); the need for relationships with other people (family,
friendship, work group companion); esteem needs (prestige, respect for others);

Self-actualization (self-fulfillment in life or personal growth).

(http://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs)

According to McManus & Olson (2008) as stated from the book entitled
Consumer behavior and Marketing strategy that views the customer satisfaction as
the degree to which a product or services provides a pleasurable level of
consumption-related fulfillment. It is the degree to which a products performance
exceeds the consumers expectation for it. Customer satisfaction is a critical concept
in marketing thought and consumer research. In theory, if consumers are satisfied with
a product, services, or brand, they will be more likely to continue to purchase it and tell
others about their favorable experience with it. If they are dissatisfied they will more
likely switch products or brands and complain to manufacturers, retailers, and other
consumers. Disconfirmation refers to the difference between the two: Pre-purchase
expectations and the Post-purchase perceptions. Pre-purchase expectations are the
consumers beliefs about anticipates performance of the product. Post-purchase
perceptions are the consumers thoughts about how well the product performed.

Conceptual Framework
A conceptual framework is the structure of the research idea and how it is put
together. A conceptual framework elaborates the research problem in relation to
relevant literature. This part of research may summarize the major dependent and
independent variables. The framework may be summarized in a schematic diagram
that presents the major variables and their hypothesized relationships. Conceptual
frameworks are a type of intermediate theory that attempt to connect to all aspects of
inquiry (problem definition, purpose, literature review, methodology, data collection
and analysis). It can act like maps that give coherence to empirical inquiry. Because
conceptual frameworks are potentially so close to empirical inquiry, they take different
forms depending upon the research question or problem.

INPUTS

PROCESS

OUTPUT

graphicprofile of the respondents in terms of the following:

ge
ender
ccupation
come level

The Researchers

el of customer satisfaction according to these factors:

made use of the

od
ice
ervice
ore lay-out

frequency,
percentage,
weighted mean and
the likert- scale

The Levels of
Customer
Satisfaction of
Convenience Stores
at Santa Rosa
Bayan as Perceived
by their Customers

FEEDBACK LOOP

Fig. 1 Conceptual Framework Paradigm

The input contains the profile of the respondentsof the convenience stores at
Santa Rosa Bayan. It includes the demographic profile of the respondents according
to age, gender, occupation and income level.
The second frame or the process contains the methods and procedures to be
used to analyze those variables by making survey questionnaires conducting research
and use of statistical tools.
The third frame is the output which determined the Levels of Customer
satisfaction of convenience stores at Santa Rosa Bayan that will enable them to meet
the needs and wants of their customers.
The arrows include the work flow of information in the research process. The
feedback loop connects the output to the process involved as well as to the input it
made the system continuous.

Statement of the Problem

The primary objective of this paper is to determine the levels of customer
satisfaction of convenience stores at Santa Rosa Bayan.
Here are some questions that will be answered in this research:

1. What is the demographic profile of the respondents in terms of the following:

1.1 Age
1.2 Gender
1.3 Occupation
1.4 Income level
2. What are the levels of customer satisfaction of convenience stores at Santa Rosa
Bayan according to these factors:
2.1 Food
2.2Price
2.3 Service
2.4 Store lay-out

Significance of the Study

The main purpose of this research is to determine the Levels of Customer
Satisfaction of convenience stores at Santa Rosa Bayan. It will examine the levels of
customer satisfaction of the respondents and provides an analysis that will consider
the specific factors that serve as basis for formulating solution.

The proposed study serves as reference guide to the researchers in relation to

the studies that would be essential in finding information about the levels of customer
satisfaction.

Furthermore, it will benefit the convenience stores management on how to

understand customers satisfaction in their convenience stores so they can provide a
better and improve products for the growing trends. And also to the future
entrepreneurs the study might be helpful to create a more convenient product and
services that best satisfy customers needs.

Scope and Delimitation

This research will covers the topic on being fulfilled along with the given factors
related to the customers satisfaction to the following such as product, price, and
services towards customers, ambience and store lay-out of convenience stores. The
results of the study will be determined a sample customers of convenience stores at
Santa Rosa Bayan. Therefore, the results can only be acquired to those who dined in
the establishments. However, the result from this study will likely be applicable to
certain additional convenience stores, though not for all convenience store.
This study is limited since only a descriptive survey research will be conducted to
the customers of convenience stores at the said place for a total of one week. In
particular, the researchers will take the 50%of its store hours, 24/7. Thus, the results
may not represent different time of the year or days of the week. The researchers
made questionnaires that will be answered by the respondents who are at the chosen
convenience stores in the given time frame.

Definition of Terms
To facilitate a better comprehension of the study, the following terms are
operationally defined:
24/7 - 24 hours a day, 7 days a week. (Merriam-Webster's Collegiate Dictionary
(11th Ed.). (2005). Springfield, MA: Merriam-Webster.)
Convenience store is a store selling a limited variety of food and pharmaceutical
items; open long hours for the convenience of customers. (Essentials of
Organizational Behavior. 2000.)
Customer lifetime value is the net present value of the cash flows attributed to the
relationship with a customer.(Marketing. 2008)

Customer retention is defined as the activity that a selling organization undertakes

in

order

to

reduce

customer

defections.

(Http://En.Wikipedia.Org

/Wiki/Customer_Retention)

Customer Satisfaction is the Degree of Satisfaction Provided by the Goods or

Services of a Company as Measured by the Number of Repeat Customers
(Http://Www.Businessdictionary.Com/Definition/Customer-Satisfaction.Html)

Disconfirmation is an expression of disagreement from somebody which

challenges already-held opinions, values, beliefs etc. (Merriam-Webster's collegiate
dictionary 11th Ed. 2005)
Perception is the process of attaining awareness or understanding of the
environment

by

organizing

and

(http://en.wikipedia.org/wiki/ Perception)

interpreting

sensory

information

CHAPTER 2
REVIEW OF RELATED LITERATURES AND STUDIES

This chapter described the different literature and studies that have direct bearing
topic undertaken. The purpose of this chapter is to review related theories, studies,
dissertation articles and existing thesis which are necessary to customer satisfaction
of convenience stores.

Foreign Literature
Everyone knows what satisfaction is, until asked to give a description, then is
seems nobody knows. This quote is according to Michael L. Oliver, respected expert,
time writer and researcher on the topic of customer satisfaction, expresses the
challenge of defining this most basic of customer satisfaction concept. Building from

previous definition, Oliver offers his own formal definition: Satisfaction is the
consumers fulfillment response. It is a judgment that a product or service feature, or
the product or service itself, provides pleasurable level of consumption-related
fulfillment.

As stated from the book of Giese and Cote (2006) entitled Defining Customer
Satisfaction it is defined as a summary affective response of varying intensity. The
exact type of affective response and the level of intensity likely to be experienced
must be explicitly defined by a researcher depending on the context of interest with a
time-specific point of determination and limited duration. The researcher should select
the point of determination most relevant for the research questions and identify the
likely duration of the summary response. It is reasonable to expect that consumers
may consciously determine their satisfaction response when asked by a researcher;
therefore, timing is most critical to ascertain the most accurate, well-formed response
directed toward focal aspects of product acquisition and/or consumption. The
researcher should identify the focus of interest based on the managerial or research
question they face. This may include a broad or narrow range of acquisition or
consumption activities/issues.
Based from the book of Hill (2007) entitled Customer Satisfaction, he discussed
that understanding the difference between customers attitudes and behaviors, and
how the relationship between them works, is crucial for managers involved in any
aspect of customer management. Whilst it is broadly true to say that satisfied
customers will be more loyal than dissatisfied ones, so customer satisfaction must be
important, that is almost as simplistic as concluding that customer satisfaction cant be
important because some satisfied customers defect. In the real world, there are

different levels of customer satisfaction and these can affect companies in widely
differing ways. Since these customer behaviors have such an obvious direct link with
organizations financial performance it has prompted some commentators to question
the value of customer satisfaction, using phrases like the satisfaction trap. Some
argue that since loyalty has a financial value, companies should focus all their efforts
and resources on building customer loyalty. Following the same logic, the fact that
satisfaction per se has no financial value would suggest that monitoring it is a
pointless waste of resources, customer loyalty being the true measure. The fact that
several companies including Xerox, GM and Forum reported that satisfied customers
do defect seemed to further devalue the whole concept of customer satisfaction,
especially when Frederick Reichheld claimed in Harvard Business Review that 65% to
85% of customers that switched supplier were satisfied with their previous one10. This
has prompted other authors to make claims such as one thing is certain:
currentcustomer satisfaction measurement systems cannot be used as a reliable
predictor ofrepeat purchase or it is impossible to accurately forecast customer
retention ratesfrom levels of customer satisfaction

Foreign Studies
From Shermachs (2005) research study, many organizations agree that
customer satisfaction is difficult to measure. There are a number of tests and
programs available on the market to help to understand customer satisfaction levels;
one of the most popular is a customer satisfaction survey. Unfortunately, many of the
customer satisfaction surveys distributed of organization never make it back to the

organization and if they do, they are obsolete because the y are outdated and do not
represent current customer satisfaction levels. Measuring and understanding
customer satisfaction is important however. A study conducted by University of TexasAustins McComb School of Business, formed that Satisfaction with product or
service quality has a strong and positive impact on customer willingness to pay. What
many companies are finding is they need a real time feedback control under, allowing
customer to communicate to the companies at any time. As a result, customer
satisfaction can be evaluated on an ongoing basis rather than at only a specific point
in the past.

According to the research study of J.D Power and Associates (2011) about
Retail Banking Satisfaction, customer satisfaction with retail banks increases from
2010, despite decline in satisfaction with fees. According to Michael Beird, a director
of banking and services of the said company stated that charging fees and delivering
high levels of satisfaction are mutually exclusive. Customers who pay fees and also
express high levels of satisfaction are more likely to report having the following
positive experiences: receiving a thorough needs assessment when opening an
account that ensures they are using the right product; engaging in discussion of fees
upfront; experiencing better personal interactions with branch and call center staff;
having fewer problems; and receiving more effective resolution when problems do
occur. An additional driver of improved satisfaction with fees is providing customers
with a full menu of products that have tangible value, such as debit cards tied to
rewards programs, free online banking and automatic overdraft protection. Being
charged a fee does not necessarily have to result in dissatisfaction," said Beird.
"Customers who completely understand their bank's fee structure and value the
products and services they receive tend to have higher levels of overall satisfaction,
despite paying fees."

As cited from the research of Dobney.com, most customer satisfaction

measurement is conducted using a fairly standard 4 or 5 point scales from Very
Satisfied, Satisfied, (Neither), Dissatisfied, Very Dissatisfied. Typically satisfaction is
reported as the percentage of customers rating you as either Satisfied or Very
Satisfied. Unfortunately, this tends to be quite a crude measurement. Most companies
will be scoring around 75-85%. Even poorly performing local government can still
easily reach 60%. The maximum we have seen is 92%.The difficulty is that within
such studies is that year-on-year improvements are very hard to spot. The accuracy of
the study often means that changes of 1 or 2% points are within the statistical
tolerance of the design and show no real change, yet most companies would struggle
to see changes beyond 1-2%.You then have the second question, which is if you are
at 80%, how do you get to 82%? Some clever statistical techniques might show that
improving delivery from 60% to 65% say, would improve satisfaction, but then how do
firm measure and improve delivery? For these reasons, the researchers favor
using attribute and level style approaches in conjunction with satisfaction measures to
get a more actionable set of data, and if pursued fully this leads to techniques such
as quality of service review as a mechanism for monitoring customer satisfaction
within customer relationships. A second major factor here is that satisfaction
questionnaires are really about measuring and controlling for dissatisfaction. If the
company has a satisfied customer then the only thing that the organization needs to
understand is those customers are happy. Many satisfaction surveys fail customers
because the company asks happy customers lots of irrelevant questions. In a good
questionnaire, the researcher measure which standard the service reaches and
whether the customer is happy with that standard. If the customer is not, then the
researchers will analyze the reasons for dissatisfaction. Consequently happy

customers have a shorter questionnaire and a better questionnaire experience.

(http://www.dobney.com/Research/customer _satisfaction.htm)

Local Literature
There are inward-oriented actions but may be justified as good for the company
in the short-run but may be bad for the business in the long-run because they do not
exchange patronage. Ideally, other departments must be educated to the reality that
everyone must be also outward-oriented and participants in the marketing efforts. In
the implementation of company policies and SOPs, they must be flexible by asking
themselves if their actions and decisions in the discharge of their duties will not be at
the expense of customer satisfaction. After all, the customers are paying for their
convenience producing for end-users. Employees or manufacturing plants and
production departments must also be educated to the demands and needs of users.
When production workers have clear ideas of what will satisfy the end-users of their
products, there is greater motivation and probability for them to comply with the quality
standards. Thats why, for instance, some mining firms organize fieldtrips for their
workers to plants that utilize their mined ores, such as manufacturer of cars, wire
harness, etc. Actually seeing the ores they produce utilized to produce high value
products also enhances the workers evaluation of their outputs in the mines.
Customers may even associate the quality of the companys products with the
behavior in public of the companys employees. (Sanchez, Ambrose G. The Lust I
Everybodys Business. Cebu Daily News July 2007.)

According to the book of Tongo-Mosura and Crisostomo (2008), entitled

Marketing, market success happens when marketers exceed the value offered by
competitors. The customers will decide what products they will buy based on
judgments about the values offered by several different suppliers. After buying the
product, customer satisfaction depends on whether its perceived performance
matches or exceeds expectations. Customers form expectations through discussion
with other people, after buying a product, as well as the suppliers marketing activities.
One caution to companies is to avoid setting very high customer expectations through
exaggerated promotional claims. When performance of the product or service falls
short of expectations, this can lead to dissatisfaction. Therefore, the expected sales do
not happen. Because todays competition is too intense, it is not enough to match
performance and expectations. Companies need to exceed expectations for
commercial success to follow. When expectations are met, customers are delighted
with the result. The concept of customer satisfaction helps to separate characteristics
that cause dissatisfaction, satisfactions are delight.
As cited from Entrepreneur Magazine, written by Ampy Rio (2007). He cited that
marketing is about creating consumer relevant brand values that will satisfy specific
market needs. Its about building product awareness, influencing consumers
preferences and purchase considerations, and making the consumers repeatedly
avail/purchase the marketers offering. He also mentioned that every consumer is, of
course unique. Each has needs that are different from others, so it would be unwise to
custom-fit a product or service offering to a single individual. For same reason, it
would be impractical to expect the needs of all consumers to be satisfied by a single
product or service offering. Thus, the most cost-effective, practical way to market a
product is to target a specific group of customers and consumers with largely similar
needs.

Local Studies

According to Basbas, Marlyn and Cadag, Adam Carl(2008) research study

entitled Customer Satisfaction that Affects the Success of the Business in the City of
Santa Rosa, Laguna, they comply with the conclusion about (1)Satisfaction of
Customer, that customer will be satisfied depend on the quality of the product,
presentation and taste of the product or food. (2)Beneficiaries of the customer
satisfaction, the owner of the business or the manager and the employees or
personnel can gain benefits if the customers are satisfied with the products or
services. (3) Things that can satisfy the customer want. The services can satisfy the
customer even the location just by having a good one. The price of the product can
also affect the satisfaction of the customers presentation and effects.

Based from the study of Talavera (2005), Measuring Supply Chain Performance
in Selected Philippine Manufacturing Companies, Talavera cited that Eng (2005)
reported that a cross functional orientation in SCM has positive effects on customer
satisfaction and supply chain responsiveness in terms of improved efficiency among
different functions in the supply chain. A good experience in information technology
was also found to have a positive effect on the firms ability to enhance customer
satisfaction and supply chain responsiveness. Gimenez and Ventura (2005) presented
the effects of internal and external integration on operational performance (measured
in terms of reduction in costs, stock outs and lead times). They highlighted that
internal integration in the logistics-production and logistics-marketing interface had no
significant effects on performance. On the other hand, they observed that external
integration (e.g., information sharing, joint planning, teamwork, and joint decisions on
cost reduction activities) led to reductions in costs, stock outs and lead times.

According to the survey report of Toyota Motor Philippines (2010), clients are
getting the most satisfying after-sales service among new-vehicle owners in the
country, J.D. Power Asia Pacific's 2010 Customer Service Index (CSI) study showed.
Toyota ranked best in vehicle pickup, service quality and service facility in the J.D.
Power study which also measures service initiation and service advisor. "Customer
service performance is reported as an index score based on a 1,000-point scale," J.D.
Power said in a statement. "Toyota ranks highest, achieving an overall score of 805."
Toyota, the leading brand in the Philippines in terms of sales, is the only brand that
ranked above the industry average of 795 points. It is followed by Ford, Kia, Honda
and Isuzu. J.D. Power noted that Isuzuposted the biggest improvement in customer
service performance with a score of 791 in 2010 from 764 last year. The J.D. Power
CSI study in the Philippines measures the satisfaction level vehicle owners get when
they visit an authorized dealer or service center for maintenance or repair within the
first two years of car ownership. The 2010 CSI survey had 1,612 respondents who
bought their vehicles from January 2008 to March 2009 and had their cars serviced
between July 2009 and March 2010.

Synthesis and its Relevance to the Present Studies

Tongo-Mosura and Crisostomo said that market success happens when
marketers exceed the value offered by competitors. The customers will decide what
products they will buy based on judgments about the values offered by several
different suppliers. After buying the product, customer satisfaction depends on
whether its perceived performance matches or exceeds expectations.
According to the conclusion of Basbas, Marlyn and Cadag, Adam Carl, that the
customer will be satisfied if the quality of the product, presentation and taste is good.
The owner of the business and the employees or personnel can gain benefits if the

customers are satisfied with the product or services, by having a good location and a
set of right price for a product, it could affect the satisfaction of a customer. As cited
from online research conducted of Dobney.com, most customer satisfaction
measurement is conducted using a fairly standard 4 or 5 point scales from Very
Satisfied, Satisfied, (Neither), Dissatisfied, Very Dissatisfied. The present study
concludes that a large factor in determining the likelihood of success and profits in an
organization is customer satisfaction. There are number of tests and programs
available on the market to help to understand customer satisfaction levels; one of the
most popular is a customer satisfaction survey.
The current study might use the said measurement in conducting a survey in the
research. It will be helpful to the researchers and will benefit the company in many
ways. Assessing customers satisfaction is one way to assess customer needs and
wants as well as to the necessary improvement a firm might implement. A company
needs to reach out on customers feedback regarding with the possible changes.
Conducting a research study helps the researchers to understand how to measure
customers satisfaction and also gave intellectual ideas for future plans of establishing
and managing a business.

CHAPTER 3
Research Methodology
This chapter confers the methodological procedures that have been chosen to
manage the problem that were cited. It explains how the instruments used for data
collection were constructed. It also embodies the requisite details to generate the
study such as method of research used, respondents, data gathering, statistical
treatment, and sampling procedures.

Method of Research Used

The researchers used a descriptive survey research in the study. According to
Gay (2005), descriptive research is concerned with the description of data and
characteristics about a population. The goal is the acquisition of factual, accurate and
systematic data that can be used in averages, frequencies and similar statistical
calculations. It is designed for the investigator to gather information about presenting
existing conditions. It describes the nature of situation as it exists at the time of the
study and to explore the causes of particular phenomena. It involves the collection of
attain order to test hypothesis or to answer questions concerning the current status of
the subject of the study.

Population and Sample Size

There were 975 people involves in the study .There were 805 students, 137
transient, and 33 other type of customers.
After applying the Slovens formula the researchers arrived into 283 total
numbers of respondents.
To determine the sample size of the total population the used was:

Slovens formula:
N
n=
1+ Ne2
Where:
n = no. of sample (no. of observation)
N = Total population
e = error significance (5 % error)

975
n=

975
n=

1+ 975 (5%)2

1+ 2.4375

975
n=
1+ 975(.0025)

n = 283

Description of Respondents

The researchers only distributed its questionnaire to the customers of

convenience stores at Santa Rosa Bayan. The respondents are asked to answer the
questionnaires honestly based on their assessment in the customers satisfaction of
the convenience stores. The respondents easily filled out the questionnaires for the
researchers easily retrieval.
Table 1
Demographic Profile of Respondents in Terms of Age
Age
13 22 yrs. old
23 31 yrs. old
32 41 yrs. old

Frequency
384
98
51

Percentage (%)
67.84%
17.31%
9.01%

42 yrs. old above

Total

33
566

5.83%
100%

This table shows that out of five hundred sixty six (566) respondents, three
hundred eighty four (384) respondents got the highest percentage of sixty seven point
eighty four point percent (67.84%) from ages thirteen to twenty two (13-22) years old,
followed by ages twenty three to thirty one (23-31) years old with ninety eight (98) or
seventeen point thirty one percent (17.31%) next is fifty one (51) or nine point zero
one percent (9.01%) while there were thirty three (33) respondents with a lowest
percentage of five point eighty three percent (5.83%), from ages forty two years old
and above (42 yrs. old above).

Table 2
Demographic Profile of the Respondents in Terms of Gender
Gender
Male
Female
Total

Frequency
266
300
566

Percentage (%)
47.00%
53.00%
100

The above table displays that out of five hundred sixty six (566) respondents, two
hundred sixty six (266) with a percentage of forty seven percent (47.00%) were male
and three hundred (300) and fifty three percent (53.00%) were female.

Table 3
Demographic Profile of the Respondents in Terms of Occupation
Occupation
Office worker
Teacher
Factory worker
Student
Businessman
Other
Total

Frequency
105
29
25
326
32
49
566

Percentage (%)
18.55%
5.12%
4.42%
57.60%
5.65%
8.66%
100%

This diagram presents that out of five hundred sixty six (566) respondents, three
hundred twenty six (326) or fifty seven point sixty percent (57.60%) who got the
highest percentage were student, while twenty five (25) or four point forty two percent
(4.42%) who got the lowest percentage were factory worker.

Table 4
Demographic Profile of the Respondents in Terms of Income Level
Income Level
Php5,000-below
Php5,001-Php 15,000
Php15,001-Php 25,000
Php25,001- above
Average

Frequency
349
155
40
22
566

Percentage (%)
61.66%
27.39%
28.27%
3.89%
100%

The table reveals that out of five hundred sixty six (566) respondents three
hundred forty nine (349) respondents got the highest percentage of sixty one point
sixty six percent (61.66%), whose monthly income is ranging from five thousand pesos
and below (Php5, 000-below), while twenty two (22) respondents got the lowest
percentage of three point eighty nine percent (3.89%), whose monthly income is from
twenty five thousand and one and above (Php25, 001-above).

Instrument Used
The researchers made use of an accidental sampling under non-probability
sampling as it sampling procedure, where in the researcher were able to distribute
questionnaires to 283 respondent customers in the span of survey time.
The survey questionnaire was used as research instrument. The questionnaire was
actually divided into two major parts. The first part was on demographic profile, which
includes the age, gender, occupation and income level.
The second part was question related to the Levels of Customer Satisfaction of
Convenience Stores Santa Rosa Bayan. The researcher applied the likert scales,
Strongly Satisfied, Satisfied, Moderately Satisfied, Dissatisfied, and Strongly
Dissatisfied. The respondents were asked to check from among the listed option which
they see fit to describe their preference for each of the statement given.
The following procedures have been used:
Weighted Mean

Verbal Interpretation

4.20- 5.00
3.40- 4.19
2.60- 3.39
1.80 - 2.59
1.00 1.79

Strongly Satisfied
Satisfied
Moderately Satisfied
Dissatisfied
Strongly Dissatisfied

Sampling Procedure
The researcher used the following gathering procedure for the study. First, they
had gone in observing convenience stores at Santa Rosa Bayan and its customers.
Then the group had proceeded with two parts, survey questionnaire that is focused on
the levels of customers satisfaction in convenience stores at Santa Rosa Bayan. This
primary data were gathered by means of visiting the store using survey questionnaire
to its customers. The researcher also need the secondary source of data coming from
different books, published materials and online sources related to The Levels Of
Customer Satisfaction of Convenience Stores in Santa Rosa Bayan.

Statistical Treatment of Data

The Researchers used statistics as the basic tools of measurement research, in
order to analyze the data gathered by the researchers. The Tabulated frequency
distribution is appropriate for the analysis. The answers in the questionnaire which are
in the likert- scale style were tabulated and analyzed by the used theory given.
The proponent made use of the frequency and percentage, the weighted mean
and lastly the likert- scale.
Likert- Scale is the descriptive rating for a given weighted mean.
Frequency is defined as the total number of the respondents who favored for that
item over the other item while on the other hand percentage of a given item is
computed survey. This is a useful indicator of finding the most and at the same time
the least favored of the respondents in the group.
Percentage distribution it is a measure of ratio of the number of frequency to the
number of population in term of percentage.
Percentage Formula:
P=

f x 100
n

Where:
P- Percentage
f- Frequency
n- Number total sample

Weighted Mean Formula:

fx
WM=
n
Where:

f- Frequency
n- Number of samples
w- Weight factor

CHAPTER 4
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This chapter presents the data collected by the methods described in chapter III.
The researchers employed the questionnaire to collect the data.

Table 5
The Level of Customer Satisfaction of Convenience Stores Santa Rosa Bayan in
terms of Food
Store A

5(SS)

4(S)

3(MS)

2(DS)

1(SD)

Weighted
Mean

Verbal
Interpretation

94

104

82

4.01

Satisfied

63

104

95

17

3.71

Satisfied

64

117

91

3.81

Satisfied

62

120

87

10

3.80

Satisfied

FOOD

1.There are different

variants to choose from
2.The food offered are
always hot
3.The food
presentation is eye
catching
4. The food offered
meet the projected

taste

General weighted mean

3.83

Satisfied

The table shows that in Store A item number 1 There are different variants to
choose from got the highest weighted mean of four point zero one (4.01) with the
verbal interpretation of Satisfied, followed by item number 3 The food presentation is
always catching with the weighted mean of tree point eighty-one (3.81) with the verbal
interpretation of Satisfied and the by item number 4, The food offered meet the
projected taste having weighted mean of three point eighty (3.80) with verbal
interpretation of Satisfied. Then lastly item number 2 The food is always hot with the
weighted mean of three point seventy-one (3.71) with a verbal interpretation of
Satisfied. And an average weighted mean of three point eighty-three (3.83) with the
verbal interpretation of Satisfied.
According to Shermachs (2005) research study, many organizations agree that
customer satisfaction is difficult to measure. There are a number of tests and programs
available on the market to help to understand customer satisfaction levels; one of the
most popular is a customer satisfaction survey. Unfortunately, many of the customer
satisfaction surveys distributed of organization never make it back to the organization
and if they do, they are obsolete because the y are outdated and do not represent
current customer satisfaction levels.

Table 5.1
The Level of Customer Satisfaction of Convenience Stores Santa Rosa Bayan in
terms of Food
Store B

5(SS)

4(S)

3(MS)

2(DS)

1(SD)

Weighted
Mean

Verbal
Interpretation

126

108

41

4.24

Satisfied

81

135

63

4.03

Satisfied

70

154

56

4.02

Satisfied

153

77

47

4.33

Satisfied

4.16

Satisfied

FOOD

1.There are different

variants to choose from

2.The food offered are

always hot
3.The food presentation is
eye catching

4. The food offered meet

the projected taste

General weighted mean

The above table presents that in Store B item number 4 The food offered meet
the projected taste got the highest weighted mean of four point thirty-three (4.33) with
verbal interpretation of Strongly Satisfied, followed by item number 1, The are
different variants to choose from having weighted mean of four point twenty four
(4.24) with a verbal interpretation of Strongly Satisfied. Then followed by item
number 2 The food is always hot with weighted mean of four point zero three (4.03)
with the verbal interpretation of Satisfied. And lastly, items number 3 The food
presentation is eye catching with the lowest weighted mean of four point zero two
(4.02) with a verbal interpretation of Satisfied, and a general weighted mean of three
point fifty-two (3.52) with a verbal interpretation of Satisfied.

According to the research study of J.D Power and Associates (2011) about
Retail Banking Satisfaction, customer satisfaction with retail banks increases from
2010, despite decline in satisfaction with fees. According to Michael Beird, a director
of banking and services of the said company stated that charging fees and delivering

high levels of satisfaction are mutually exclusive. Customers who pay fees and also
express high levels of satisfaction are more likely to report having the following
positive experiences: receiving a thorough needs assessment when opening an
account that ensures they are using the right product; engaging in discussion of fees
upfront; experiencing better personal interactions with branch and call center staff;
having fewer problems; and receiving more effective resolution when problems do
occur.

Table 6
The Level of Customer Satisfaction of Convenience Stores Santa Rosa Bayan in
terms of Price
Store A

5(SS)

4(S)

3(MS)

2(DS)

1(SD)

Weighted
Mean

Verbal
Interpretation

65

97

93

25

3.70

Satisfied

41

117

100

21

3.59

Moderately
satisfied

44

136

82

18

3.71

Moderately
satisfied

52

123

87

18

3.72

Moderately
satisfied

3.68

Satisfied

PRICE

1.The price offered by the

convenience store is
noticeable to customers

2. The price offered by the

convenience store meets the
expected quantity of the food
availed.

3. The price can be

obtained anytime

4. The convenience store

set prices in relation to its
competitors

General weighted mean

This table presents that in Store A item number 4 The convenience store set
prices in relation to its competitors got the highest weighted mean of three point
seventy-two (3.72) with a verbal interpretation of Satisfied, followed by item number
3 The price can be obtained anytime got a weighted mean of three point seventyone (3.71) with verbal interpretation of Satisfied. Then third is item number 1 The
price offered by the convenience store is noticeable to customers having weighted
mean of three point forty-seventy (3.70) with verbal interpretation of Satisfied, lastly
item number 2 The price offered by the convenience store meets the expected
quantity of the food availed. having three point fifty-nine (3.59) with verbal
interpretation of Moderately Satisfied, and a general weighted mean of three point
sixty-eight (3.68) with a verbal interpretation of Satisfied.
As cited from the research of Dobney.com, most customer satisfaction
measurement is conducted using a fairly standard 4 or 5 point scales from Very
Satisfied, Satisfied, (Neither), Dissatisfied, Very Dissatisfied. Typically satisfaction is
reported as the percentage of customers rating you as either Satisfied or Very
Satisfied.
Table 6.1
The Level of Customer Satisfaction of Convenience Stores Santa Rosa Bayan in
terms of Price
Store B

5(SS)

4(S)

3(MS)

2(DS)

1(SD)

Weighted
Mean

Verbal
Interpretation

45

114

87

30

3.56

Satisfied

26

73

166

16

3.37

Moderately
satisfied

25

79

135

38

3.28

Moderately
satisfied

35

61

142

36

3.27

Moderately
satisfied

PRICE

1.The price offered by the

convenience store is
noticeable to customers
2. The price offered by the
convenience store meets the
expected quantity of the food
availed.

3. The price can be obtained

anytime

4. The convenience store

set prices in relation to its
competitors

General weighted mean

3.37

Satisfied

In Store B item number 1 The price offered by the convenience store is

noticeable to customers got the highest weighted mean of three point fifty-six (3.56)
with a verbal interpretation of Satisfied, followed by item number 2 The price offered
by the convenience store meets the expected quantity of the food availed. with a
weighted mean of three point thirty-seven (3.37) with verbal interpretation of
Moderately Satisfied. Then third is item number 3 The price can be obtained
anytime having weighted mean of three point twenty-eight (3.28) with verbal
interpretation of Moderately Satisfied, lastly item number 4 The convenience store
set prices in relation to its competitors having a weighted mean of three point twentyseven (3.27) with verbal interpretation of Moderately Satisfied, and a general
weighted mean of three point thirty-seven (3.37) with a verbal interpretation of
Moderately Satisfied.
According to the book of Tongo-Mosura and Crisostomo (2008), entitled
Marketing, market success happens when marketers exceed the value offered by
competitors. The customers will decide what products they will buy based on
judgments about the values offered by several different suppliers. After buying the
product, customer satisfaction depends on whether its perceived performance
matches or exceeds expectations. Customers form expectations through discussion
with other people, after buying a product, as well as the suppliers marketing activities.
One caution to companies is to avoid setting very high customer expectations through
exaggerated promotional claims.

Table 7
The Level of Customer Satisfaction of Convenience Stores Santa Rosa Bayan in
terms of Service
Store A

5(SS)

4(S)

3(MS)

2(DS)

1(SD)

Weighted
Mean

Verbal
Interpretation

117

75

60

16

15

3.93

Satisfied

52

92

72

46

21

3.38

Moderately
satisfied

93

95

78

14

3.92

Satisfied

86

88

81

22

3.80

Satisfied

3.76

Satisfied

SERVICE

1.The cashier show politeness

in every customers

2. The security guard

expresses gratitude to every
customer as they visit and leave
the store.
3. The service crews are
approachable whenever you
need them
4. The convenience store
makes the customer feel
comfortable and at ease within
the store

General weighted mean

The table reveals that in Store A item number 1 The cashier show politeness in
every customer got the highest weighted mean of three point ninety-three (3.93) with
the verbal interpretation of Satisfied, followed by item number 3 The service crews
are approachable whenever you need them with a weighted mean of three point
ninety-two (3.92) with the verbal interpretation of Satisfied and third is the item
number 4 The convenience store makes the customer feel comfortable and at ease
within the store got the weighted mean of three point eighty (3.80) with the verbal
interpretation of Satisfied and lastly item number 2 The security guard expresses
gratitude to every customer as they visit and leave the store. got the lowest weighted
mean of three point thirty-eight (3.38) with the verbal interpretation of Moderately
Satisfied. And a general weighted mean of three point seventy-six (3.76) with the
verbal interpretation of Satisfied.

As cited from Entrepreneur Magazine, written by Ampy Rio (2007).

He cited that marketing is about creating consumer relevant brand values that will
satisfy specific market needs. Its about building product awareness, influencing
consumers preferences and purchase considerations, and making the consumers
repeatedly avail/purchase the marketers offering. He also mentioned that every
consumer is, of course unique. Each has needs that are different from others, so it
would be unwise to custom-fit a product or service offering to a single individual. For
same reason, it would be impractical to expect the needs of all consumers to be
satisfied by a single product or service offering. Thus, the most cost-effective, practical
way to market a product is to target a specific group of customers and consumers with
largely similar needs.

Table 7.1
The Level of Customer Satisfaction of Convenience Stores Santa Rosa Bayan in
terms of Service
Store B
SERVICE
1.The cashier show
politeness in every
customers
2. The security guard
expresses gratitude to every
customer as they visit and
leave the store.

5(SS)

4(S)

3(MS)

2(DS)

1(SD)

Weighted
Mean

Verbal
Interpretation

78

62

93

32

18

3.54

Satisfied

37

64

116

42

24

3.16

Moderately
satisfied

3. The service crews are

approachable whenever you
need them
4. The convenience store
makes the customer feel
comfortable and at ease
within the store

93

52

125

10

3.78

Satisfied

32

156

85

3.74

Satisfied

3.56

Satisfied

Average weighted mean

In Store B item number 3 The service crews are approachable

whenever you need them got the highest weighted mean of three point seventy-eight
(3.78) with the verbal interpretation of Satisfied, followed by item number 4 The
convenience store makes the customer feel comfortable and at ease within the store
with a weighted mean of three point seventy-four (3.74) with the verbal interpretation
of Satisfied and third is the item number 1 The cashier show politeness in every
customer got the weighted mean of three point fifty-four (3.54) with the verbal
interpretation of Satisfied and lastly item number 2 The security guard expresses
gratitude to every customer as they visit and leave the store. got the lowest weighted
mean of three point sixteen (3.16) with the verbal interpretation of Moderately
Satisfied. And a general weighted mean of three point sixty-six (3.66) with the verbal
interpretation of Satisfied.
According to Basbas, Marlyn and Cadag, Adam Carl(2008) research study
entitled Customer Satisfaction that Affects the Success of the Business in the City of
Santa Rosa, Laguna, they comply with the conclusion about (1)Satisfaction of
Customer, that customer will be satisfied depend on the quality of the product,
presentation and taste of the product or food. (2)Beneficiaries of the customer
satisfaction, the owner of the business or the manager and the employees or
personnel can gain benefits if the customers are satisfied with the products or
services. (3) Things that can satisfy the customer want. The services can satisfy the
customer even the location just by having a good one. The price of the product can
also affect the satisfaction of the customers presentation and effects.

Table 8
The Level of Customer Satisfaction of Convenience Stores at Santa Rosa Bayan in
terms of Store Lay-out

Store A
STORE LAY-OUT
1.The convenience store is
accessible

2. The convenience store has

wider space for a large number
of customers
3. The convenience store
position of a station (e.g.
counter, dining) is placed
accordingly
4. The distance of each table is
enough to give way to other
customer

General weighted mean

5(SS)

4(S)

3(MS)

2(DS)

1(SD)

Weighted
Mean

Verbal
Interpretation

98

83

94

3.95

Satisfied

57

105

81

36

3.61

Satisfied

75

106

78

21

3.82

Satisfied

64

95

89

33

3.65

Satisfied

3.76

Satisfied

This table presents that in Store A item number 1 The convenience store is
accessible got the highest weighted mean of three point ninety-five (3.95) with a
verbal interpretation Satisfied, followed by item number 3 The convenience store
position of a station (e.g. counter, dining) is placed accordingly with a weighed mean
of three point eighty-two (3.82) with a verbal interpretation of Satisfied. And third is
number 4 The distance of each table is enough to give way to other customer got a
weighted mean of three point sixty-five (3.65) with the verbal interpretation of

Satisfied, and lastly number 2 The convenience store has wider space for a large
number of customers got the lowest weighted mean of three point sixty-one (3.61)
with a verbal interpretation of Satisfied, and a general weighted mean of three point
seventy-six (3.76) with a verbal interpretation of Satisfied.
Based from the study of Talavera (2005), Measuring Supply Chain Performance
in Selected Philippine Manufacturing Companies, Talavera cited that Eng (2005)
reported that a cross functional orientation in SCM has positive effects on customer
satisfaction and supply chain responsiveness in terms of improved efficiency among
different functions in the supply chain. A good experience in information technology
was also found to have a positive effect on the firms ability to enhance customer
satisfaction and supply chain responsiveness. Gimenez and Ventura (2005) presented
the effects of internal and external integration on operational performance (measured
in terms of reduction in costs, stock outs and lead times). They highlighted that
internal integration in the logistics-production and logistics-marketing interface had no
significant effects on performance. On the other hand, they observed that external
integration (e.g., information sharing, joint planning, teamwork, and joint decisions on
cost reduction activities) led to reductions in costs, stock outs and lead times.

Table 8.1
The Level of Customer Satisfaction of Convenience Stores at Santa Rosa Bayan
in terms of Store Lay-out
Store B
STORE LAY-OUT
1.The convenience store is
accessible

2. The convenience store

has wider space for a large

5(SS)

4(S)

3(MS)

2(DS)

1(SD)

Weighted
Mean

Verbal
Interpretation

114

82

63

19

3.99

Satisfied

51

121

104

3.75

Satisfied

number of customers
3. The convenience store
position of a station (e.g.
counter, dining) is placed
accordingly
4. The distance of each table
is enough to give way to
other customer

27

132

114

3.63

Satisfied

63

114

94

11

3.80

Satisfied

3.79

Satisfied

General weighted mean

This table shows that in Store B item number 1 The convenience store is
accessible got the highest weighted mean of three point ninety-nine (3.99) with a
verbal interpretation Satisfied, followed by item number 4 The distance of each table
is enough to give way to other customer with a weighted mean of three point eighty
(3.80) with a verbal interpretation of Satisfied. And third is number 2 The
convenience store has wider space for a large number of customers got a weighted
mean of three point seventy-five (3.75) with the verbal interpretation of Satisfied, and
lastly number 3 The convenience store position of a station (e.g. counter, dining) is
placed accordingly got the lowest weighted mean of three point sixty-three (3.63) with
a verbal interpretation of Satisfied, and a general weighted mean of three point
seventy-eight (3.78) with a verbal interpretation of Satisfied.

According to the survey report of Toyota Motor Philippines (2010). "Customer

service performance is reported as an index score based on a 1,000-point scale," J.D.
Power said in a statement. "Toyota ranks highest, achieving an overall score of 805."
Toyota, the leading brand in the Philippines in terms of sales, is the only brand that
ranked above the industry average of 795 points. It is followed by Ford, Kia, Honda
and Isuzu. J.D. Power noted that Isuzuposted the biggest improvement in customer
service performance with a score of 791 in 2010 from 764 last year. The J.D. Power
CSI study in the Philippines measures the satisfaction level vehicle owners get when

they visit an authorized dealer or service center for maintenance or repair within the
first two years of car ownership. The 2010 CSI survey had 1,612 respondents who
bought their vehicles from January 2008 to March 2009 and had their cars serviced
between July 2009 and March 2010.

Table 9
The Level of Customer Satisfaction of Convenience Stores at Santa Rosa Bayan in
terms of Food, Price, Service and Store lay-out

1.Food
2. Price
3. Service
4. Store lay-out

General weighted mean

Store A

Store B

average

Verbal
Interpretation

3.83

4.16

4.0

Satisfied

3.68

3.37

3.53

Satisfied

3.76

3.56

3.66

Satisfied

3.76

3.79

3.78

Satisfied

3.74

Satisfied

This table shows that in general aspect of the four factors, the Food got the
highest average of four point zero (4.0) with a verbal interpretation of Satisfied,
followed by Store lay-out having an average of three point seventy-eight (3.78) with
verbal interpretation of Satisfied, then Service having an average of three point
sixty-six (3.66) and verbal interpretation of Satisfied, lastly, the Price got the lowest

average of three point fifty-three (3.53) with a verbal interpretation of Satisfied. And a
general weighted mean of three point seventy-four (3.74) with verbal interpretation of
Satisfied

CHAPTER 5
SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATION

Summary of Findings
This chapter sums up all the findings situated in the study. It intends to make a
contribution in the improvement of the business knowledge by studying the Customers
Satisfaction of convenience stores at Santa Rosa Bayan.

Table 5 The table shows that in Store A item number 1 There are different
variants to choose from got the highest weighted mean of four point zero one
(4.01) with the verbal interpretation of Satisfied, followed by item number 3 The
food presentation is always catching with the weighted mean of tree point eightyone (3.81) with the verbal interpretation of Satisfied and the by item number 4,
The food offered meet the projected taste having weighted mean of three point
eighty (3.80) with verbal interpretation of Satisfied. Then lastly item number 2
The food is always hot with the weighted mean of three point seventy-one (3.71)
with a verbal interpretation of Satisfied. And an average weighted mean of three
point eighty-three (3.83) with the verbal interpretation of Satisfied.

In Store B item number 4 The food offered meet the projected taste got
the highest weighted mean of four point thirty-three (4.33) with verbal
interpretation of Strongly Satisfied, followed by item number 1, The are different

variants to choose from having weighted mean of four point twenty four (4.24)
with a verbal interpretation of Strongly Satisfied. Then followed by item number
2 The food is always hot with weighted mean of four point zero three (4.03) with
the verbal interpretation of Satisfied. And lastly, items number 3 The food
presentation is eye catching with the lowest weighted mean of four point zero two
(4.02) with a verbal interpretation of Satisfied, and a general weighted mean of
three point fifty-two (3.52) with a verbal interpretation of Satisfied.

Table 6 presents that in Store A item number 4 The convenience store set
prices in relation to its competitors got the highest weighted mean of three point
seventy-two (3.72) with a verbal interpretation of Satisfied, followed by item
number 3 The price can be obtained anytime got a weighted mean of three point
seventy-one (3.71) with verbal interpretation of Satisfied. Then third is item
number 1 The price offered by the convenience store is noticeable to customers
having weighted mean of three point forty-seventy (3.70) with verbal interpretation
of Satisfied, lastly item number 2 The price offered by the convenience store
meets the expected quantity of the food availed. having three point fifty-nine
(3.59) with verbal interpretation of Moderately Satisfied, and a general weighted
mean of three point sixty-eight (3.68) with a verbal interpretation of Satisfied.

In Store B item number 1 The price offered by the convenience store is

noticeable to customers got the highest weighted mean of three point fifty-six
(3.56) with a verbal interpretation of Satisfied, followed by item number 2 The
price offered by the convenience store meets the expected quantity of the food
availed. with a weighted mean of three point thirty-seven (3.37) with verbal
interpretation of Moderately Satisfied. Then third is item number 3 The price

can be obtained anytime having weighted mean of three point twenty-eight (3.28)
with verbal interpretation of Moderately Satisfied, lastly item number 4 The
convenience store set prices in relation to its competitors having a weighted
mean of three point twenty-seven (3.27) with verbal interpretation of Moderately
Satisfied, and a general weighted mean of three point thirty-seven (3.37) with a
verbal interpretation of Moderately Satisfied.

The table 7 reveals that in Store A item number 1 The cashier show politeness
in every customer got the highest weighted mean of three point ninety-three
(3.93) with the verbal interpretation of Satisfied, followed by item number 3 The
service crews are approachable whenever you need them with a weighted mean
of three point ninety-two (3.92) with the verbal interpretation of Satisfied and
third is the item number 4 The convenience store makes the customer feel
comfortable and at ease within the store got the weighted mean of three point
eighty (3.80) with the verbal interpretation of Satisfied and lastly item number 2
The security guard expresses gratitude to every customer as they visit and leave
the store. got the lowest weighted mean of three point thirty-eight (3.38) with the
verbal interpretation of Moderately Satisfied. And a general weighted mean of
three point seventy-six (3.76) with the verbal interpretation of Satisfied.
In Store B item number 3 The service crews are approachable
whenever you need them got the highest weighted mean of three point seventyeight (3.78) with the verbal interpretation of Satisfied, followed by item number
4 The convenience store makes the customer feel comfortable and at ease
within the store with a weighted mean of three point seventy-four (3.74) with the
verbal interpretation of Satisfied and third is the item number 1 The cashier
show politeness in every customer got the weighted mean of three point fifty-

four (3.54) with the verbal interpretation of Satisfied and lastly item number 2
The security guard expresses gratitude to every customer as they visit and leave
the store. got the lowest weighted mean of three point sixteen (3.16) with the
verbal interpretation of Moderately Satisfied. And a general weighted mean of
three point sixty-six (3.66) with the verbal interpretation of Satisfied.

4.) Table 8 presents that in Store A item number 1 The convenience store is
accessible got the highest weighted mean of three point ninety-five (3.95) with a
verbal interpretation Satisfied, followed by item number 3 The convenience
store position of a station (e.g. counter, dining) is placed accordingly with a
weighed mean of three point eighty-two (3.82) with a verbal interpretation of
Satisfied. And third is number 4 The distance of each table is enough to give
way to other customer got a weighted mean of three point sixty-five (3.65) with
the verbal interpretation of Satisfied, and lastly number 2 The convenience
store has wider space for a large number of customers got the lowest weighted
mean of three point sixty-one (3.61) with a verbal interpretation of Satisfied, and
a general weighted mean of three point seventy-six (3.76) with a verbal
interpretation of Satisfied.

And in Store B item number 1 The convenience store is accessible got

the highest weighted mean of three point ninety-nine (3.99) with a verbal
interpretation Satisfied, followed by item number 4 The distance of each table
is enough to give way to other customer with a weighted mean of three point
eighty (3.80) with a verbal interpretation of Satisfied. And third is number 2 The

convenience store has wider space for a large number of customers got a
weighted mean of three point seventy-five (3.75) with the verbal interpretation of
Satisfied, and lastly number 3 The convenience store position of a station (e.g.
counter, dining) is placed accordingly got the lowest weighted mean of three
point sixty-three (3.63) with a verbal interpretation of Satisfied, and a general
weighted mean of three point seventy-eight (3.78) with a verbal interpretation of
Satisfied.

5.) Table 9 shows that in general aspect between the four factors, the Food got the
highest average of four point zero (4.0) with a verbal interpretation of Satisfied,
followed by Store lay-out having an average of three point seventy-eight (3.78)
with verbal interpretation of Satisfied, then Service having an average of three
point sixty-six (3.66) and verbal interpretation of Satisfied, lastly, the Price got
the lowest average of three point fifty-three (3.53) with a verbal interpretation of
Satisfied. And a general weighted mean of three point seventy-four (3.74) with
verbal interpretation of Satisfied

Conclusion
In the light of the above results, the following conclusion can now be made.
1. Age
Majority of the respondents were mainly young adults aging from 13-22
2. Gender
Male respondents took the larger percentage over the Female respondents.
3. Occupation
The largest numbers of respondents were mainly students.
4. Income level
Most of the respondents earn a monthly income or allowance ranging 5000below

5. Food
Majority of the respondents were satisfied by the different variants of food to
choose in the convenience stores at Santa Rosa Bayan, while the lowest numbers of
respondents were also satisfied that their food is always hot.
6. Price
The massive numbers of respondents were satisfied that the price is noticeable,
while the lowest number of respondents were moderately satisfied that the price
offered by the convenience store meets the expected quantity of the food availed.
7. Service
Most of the respondents were satisfied that the service crews are approachable
whenever you need them. And the least number of respondents are moderately
satisfied that the security guard expresses gratitude to every customer as they visit
and leave the store.
8. Store Lay-out

Majority of the respondents were satisfied that the convenience store is

accessible, while the least number of respondents were also satisfied the convenience
store has wider space for a large number of customers.

Recommendation
Based on the conclusions mentioned, the researchers may endorse to the
convenience stores at Santa Rosa Bayan the significance of customer satisfaction to
their business, and the recommendations are as follow:

1 The researchers recommend that the management may try to make new
strategies that will catch the attention of all the customers with different ages.
They may also provide token of appreciation like discount, loyalty cards, and
raffle coupons to their customers.
2 The researchers advised that management may offer products that are also
applicable to adult customers that will suits their taste and preferences. And
continue to discover more products that will encourage and retain existing
customers specially students.
3 The researchers recommend the management offer more products that suit the
income capacity of the majority of the respondents whos earning a minimum
income level.

4 The researchers recommend that the management shall consider adding

promotional tools of their offered meals so that customers will be familiar that
they also provide rice meals. The management shall try to improve the
appearance of the food that will attract larger number of customers.

5 The researchers recommend that the cashiers, service crews and security guard
of the store must enhance their politeness and cheerfulness to every customer.
All personnel of the convenience store must improve their skills on how they
accommodate the needs of their customers. The management are advised to
have or develop training materials for their employees regarding on the
customer relationship management
6 The management is advice to have a vast space and add more facilities to
improve the accommodation and comfort of every customer.