CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the review of related literature and studies to gain insight

and a thorough understanding of the study being undertaken.

Foreign Literature

Under the Law No. 5188 Regarding Private Security Services (the "Law") which

establishes the legal basis and procedures about the private security services, and which

covers the subjects related with the granting of private security permits, and licensing

and audit and supervision of the persons and companies giving these services. (i) Turkish

citizens, and (ii) save for the negligent offences, must not to be sentenced to heavy

imprisonment or imprisonment for a period longer than six months, or, even though he

benefited from a legal amnesty, not being convicted of crimes against the personality of

state.

In addition to these requirements, Managers of a private security company should:

 be graduates of a college or university of four years study,

 not be barred from public rights, and

  have completed with success a private security basic training course comprising

theoretical and practical training, as well as gun training with a total duration of

one hundred and twenty course hours.

According to the book of Grimsley (2011), customer satisfaction measures how

well the expectations of a customer concerning a product or service provided by your

company have been met. 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. Businesses often use customer satisfaction surveys to gauge customer

satisfaction.

In an article of Birkett (2015), every method of collecting data on customer

satisfaction comes down to a customer survey. With digital analytics, we can determine

if users are researching a goal, how they are interacting with a feature, or even their

relative struggle completing a given task. But we can’t gauge their emotional response to

any of that.

According to the book of Chamber (2015), customer satisfaction doesn’t just

impact the business’ bottom line, it also impacts team morale and retention rate.
 According to Dyson (2013), there are five attributes of security personnel that is

extremely important for a security firm to hire and properly train the right person for the

job. Here are five attributes of a great security guard.

1. Alertness

It is necessary to constantly stay focused and avoid distractions as much as possible, or

risk missing something that could prove important. An unobservant officer might easily

overlook something that could put lives in jeopardy, or miss out on witnessing a criminal

or thief in action.

2. Honesty

They are responsible for securing access to buildings and protecting a business against

theft and other crimes. If a security guard is not honest, he might steal or put the

company at risk.

3. Physical Fitness

He should be within a healthy weight range and exercise regularly. An unfit guard might

not be able to perform their role optimally. Being in good physical shape leads to mental

alertness. The officer needs to portray a clean professional image, with a neat uniform

and their shirt clean and tucked in. A security guard should look well put together and

portray themselves and the client in a positive manner.

4. Good Communication Skills

A good Security Guard knows how to communicate effectively both verbally and in their

writing skills. Clear, courteous communication can be the deciding factor in handling a

tricky situation effectively. Communication also allows the security officer to carefully and

accurately document each and every incident of importance, as well as the status of the

facility at the close of his/her shift.

5. Ability to Think Quick

It is essential for a security guard to be detail oriented because he has to perform a lot

of tasks and remember details in serving our clients. In addition, the officer needs to be

able to follow post orders. Each security officer on duty is assigned a “post” which he is

to man.

Nau (2017) states the guidelines in hiring security guards. First, certification each of

the available security guard services has should guide you. There are numerous existing

unregistered security guard services. Even if they offer immaculate services, you should

forgo them as they have no quality at all. The need for hiring licensed and certified security

guards is prompted by the need to know that registered guards are under the state and

so you are also protected from any form of exploitation and malicious deals. To add on

that, check the prowess of the security guard services. This is the quality of the security

operations they offer. It’s imperative to hire those that have a distinguished and

magnificent record so they can bring the same to your establishment. To verify this ask

from the clients already receiving security guard services from such firms. They will open

your eyes to information that can make you hire such fir or forgo them.
 According to Alpha Protective (2013), security is an important and critical issue in this

modern world to run daily operations smoothly. Security can be in different forms like

security provided by guards, patrols, surveillance, CCTV, etc. To keep your company,

home, car, your relationship or any personal belonging safe you need to take active

security measures. From various forms of security, some of the important services

provided by security guards are to serve as personal body guards, safety officers, patrol

guards or private detective. But before hiring one such security personnel for yours and

your loved ones safety, know different characteristics and qualities of a good security

provider.

 Training and Experience: Appropriate training always brings confidence in a

person. A well-trained security guard will always be an asset to your company. A

trained guard will know the measures to be taken in emergency situations, attacks,

safety procedures, first aid and prevention of disaster. Experience is a sign that

assures that the guard knows what to do, how and when. An experienced security

guard has observation skills and has been trained to file a report based on

observations or actions taken.

 Honesty: Honesty marks the personality of a good person. An honest person can

always be trusted to take the control so that breaches of confidentiality and risk

are eliminated. A good security guard must not only be honest to others but to

himself also. He must do the right thing regardless of who’s around and take fair

decisions and actions.

 Alertness: A good security guard is always focused and avoids distraction at all

time. A good security needs to be alert and be attentive to details and events going

on around him. This will help to come up with solutions within little time especially

in emergency situation and may aid to avoid or prevent the emergency situations.

 Physical and Mental Fitness: A job of security guard demands great physical and

mental strength as it involves standing for a long period of time and walking. A

good security guard must be able to protect and defend the clients as and when

required. He should practice regular exercise to maintain healthy life-style. Along

with physical fitness, a security guard also needs to be mentally strong and fit and

must be able to deal with all situations actively

 Good Judgement Skills and Common Sense: The ability to make considered

decisions and come to a sensible solution is also one of the best qualities of a good

security guard. Based on the nature of the job, a security guard must have good

judgmental skills and must act likewise. He needs to improvise to identify any

potential risk and make decisions to call for help (police/ambulance).

 Communication skills: Because security guards meet lot of people in most

workplaces, they must communicate effectively and confidently. A security guard

must communicate well with co-workers, clients and people dealing with clients in

day-to-day life and must be able to understand instructions and commands given

to them. Lack of communication or poor communication may lead to confusion

and wrong decisions.

  Team Leader and Team Player: The act of working with others and acting together

is co-operation. A security guard may work in a team as a team player he may be

leading a team to handle situations and take necessary steps for public safety. He

must show dedication and determination as an active team member and must co-

operate with everyone despite personal differences. He must be honest and open

with the team members. A great team player demonstrates the skills of

organization and commitment.

With varieties of skills and qualities being looked upon in a security guard, alpha

protective provides professional security services and security guards with all these

essential qualities. We hire best and professional security guards after checking their

background and experience thoroughly. We also take care of all the licenses and

certificates required by a security guard. Our security company designs training and

development programs for guards to keep them up-to-date. To make sure that the guards

provides flawless service we make sure they are placed in their area of interest, so that

they can use their knowledge and skills in their area of expertise.

Foreign Studies

Service quality has many benefits including achieving and sustaining a competitive

advantage as determinant of business success and failure and as a barometer of

corporate performance. In the service industry like the property management, quality

and perception of quality is essential. Thus, the need to deliver quality service is

imperative in order to retain tenants as services is the criteria upon which clients,

customers and users of real estate product and services differentiate one organization
from another. The purpose of the study discussed in this paper is to develop

PROPERTYQUAL, a service quality instrument for property management profession and

to contribute to research that analyses the relationship between expectations and

perceptions of service quality. It also aims to use a gap analysis based model to measure

tenants’ perceptions of service quality in the property management of purpose built office

buildings in Malaysia. This study utilizes a combination of quantitative and qualitative

approach to research which allow triangulation of the findings and also enable the use of

one method to inform the other, reveal paradox or contradictions, and extend the breadth

of inquiry. (Baharum, Nawawi, and Saat, 2009).

According to the study of Al-Ibrahim, A. (2014), a detailed review of the literature

relating to quality management and the various models that have been developed over

the past decades for use in improving service quality. It begins by exploring the concept

of service quality and introducing the Total Quality Management (TQM) approach.

Thereafter, the article traces the historical development of TQM and considers how the

practices associated with this philosophy have evolved over time to produce the

fundamental model of Total Quality. Variables that are important in determining the

success or otherwise of TQM approaches are then discussed, before the article moves to

discuss how TQM has been extended from its original context within the private,

manufacturing sector, into the public sector as a method to improve the delivery of

services. Moving on from its consideration of TQM application in the public sector

generally, the article addresses the use of TQM specifically in security organization like

the military, and the Six Sigma approach adopted by military organization is presented.
From this position, the use of TQM in police organization is introduced before the article

proceeds to consider a range of potential models of QM that may be appropriate in the

context of law enforcement. In this respect, the usefulness of these different frameworks

that are currently available for assuring quality is debated.

Mehta (2012) made an attempt to measure service quality in the context and to

segment the customers of some services based on high service quality perception and

low service quality perception and investigation of relationships between these segments

and selected demographic variables. Another objective was to determine the relative

importance of each of the five generic dimensions of service quality in influencing overall

service quality, overall customer satisfaction, likelihood of recommendation and loyalty

intention. When compared with customers’ expectation or demand, reliability dimension

of service quality. Employee’s willingness to help customers and giving prompt service to

customer were most important in influencing overall service quality perception, customer

satisfaction, and their likelihood for recommendation and loyalty intention. Tangible

dimension (appearance of physical elements) was the next most important dimension in

influencing the above variables in the given context.

Local Literature

This study attempts an empirical investigation of the service quality process of

Security Masters Investigation Inc. and the customer satisfaction thereof. In addition, it

will evaluate the existing literature and establish the identity of the gaps in the literature,

which will provide the framework on which this research is based. One of the study’s
major contributions to the advancement of knowledge is the investigation of the service

quality process from a comparative perspective of Security Masters Investigation Inc.

clients’ perception and expectations.

Most of the existing literature refers almost exclusively to the perception of service

quality and determining customer satisfaction based on disconfirmation of expectation

from customer perspective. The concept advanced within the present study focuses on

the role of discriminating customers as satisfied and dissatisfied for the assessment of

customer satisfaction on security services as a refined process.

According to Palabrica (2016), in what may be considered a sign of the times,

private security guards are a ubiquitous presence in private and government offices,

schools, commercial establishments and residential areas.

Some “sekyus” follow a dress code, i.e., those posted at the entrance and exit

doors wear the standard blue and white uniform, while those assigned inside the premises

are in “barong tagalog” or civilian clothes to conceal their identity.

According to Republic ACT 5487, SECTION 3. Qualifications a Private Security

Guard. No person shall be licensed as security guard unless he possesses the following

qualifications:

a. Filipino citizen;

b. High school graduate;

c. Physically and mentally fit;

 d. Not less than eighteen (18) years of age nor more than fifty (50) years of age

(for new applicants and SGs in nonsupervisory position); and

e. Has undergone a pre-licensing training course or its equivalent.

According to My Security Training (2015), working as a security guard is a

demanding job that requires constant crowd-scanning, adaptability to socially-

varying environments and excellent public relations skills. While security guard

positions can differ greatly from one employer to another, there are sele ct

characteristics that all capable and reliable security guards should possess in

order to perform their job duties to the best of their abilities.

The following five qualities can help distinguish between an untrained novice on

the scene and a seasoned professional:

1. Training

It goes without saying that good security guards have solid training and previous

experience to guide them through the day-to-day basics of their jobs, particularly

having the proper knowledge and necessary skills to be able to protect

employers, their property, and their guests. This requires having a high level of

awareness, knowing which behaviors to watch out for, and having the right

instincts to react to any potential dangers should they suddenly

arise. Commonsense and good judgement are key elements because these skills

will determine how conflicts will be managed and resolved.

2. Integrity
Dependable security guards display a continual sense of responsibility and

honesty. This can show employers that they are trustworthy and capable of

preventing security breaches and maintaining confidential

information. Employers want to feel safe with security guards, both in

designated physical spaces and through peace of mind and having complete trust

in their security guards facilitates this.

3. Effective Communicator

Demonstrating good communication skills is more than simply knowing what to

say, but more along the lines of how to say it. Strategically choosing how to talk

to employers and their guests, especially about sensitive issues such as theft and

violence, is a essential skill in this line of work because people can react

defensively if they feel they are being unjustly accused of a crime.

4. Leadership

Good leaders must know how to lead and follow and this concept is critical for

security guards. A security guard’s leadership and professional confidence help

security team members feel more comfortable follow ing his/her

instructions. While enforcing the rules, effective security guards also have to

simultaneously follow the rules themselves, making sure that the rules and

procedures set by the employer are followed at all times.

5. Overall Health
It’s important that security guards be physically and mentally healthy so that

they are properly prepared in threatening situations they may face. Regular

exercise will keep the body strong, which is necessary when physical agility is

needed on the job, such as pursuing a fleeing suspect. Maintaining a balanced

nutrition plan and allowing for sufficient rest contribute to physical and mental

wellness. Keeping the mind and body sharp is key for careers requiring high levels

of alertness.

According to the journal of Agbor (2011), customers are always aiming to get

maximum satisfaction from the products or services that they buy. Winning in today’s

marketplace entails the need to build customer relationship and not just building the

products; building customer relationship means delivering superior value over

competitors to the target customers. Whether an organization provides quality services

or not will depend on the customers’ feedback on the satisfaction they get from

consuming the products, since 2 higher levels of quality lead to higher levels of customer

satisfaction.

Based on the Vision of Security Masters Investigation Inc., to be the leader in the

professional security industry by exceeding our customers' expectations and creating

working partnerships, while valuing each and every employee. Be a unique trademark as

a security provider in the security industry.

In addition, their mission to consistently maintain a stable and exceptionally

positive working environment for our employees, which is characterized by fairness,

loyalty, honesty, dedication and determination that is commensurate with performance.

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 customer’s

presentation and effects.

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 Isuzu posted 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.

According to Sarreal (2008) research study Customer Satisfaction and Service

Quality in High-Contact Service Firm by taking attribute-based measures of service

quality, this study establishes clear linkages between customer satisfaction (students)

and quality (perception of their experience in the practicum program of the university).

The results of this study clearly indicate that student satisfaction is more directly related

to functional quality or process of service delivery. The delivery of service through

implementation of clear policies and procedures contributed significantly to student

satisfaction. The study recommends appropriate internal measures of efficiency and

employee compensation as a means to ensure quality and customer satisfaction, and, as

a whole, recommends a service marketing system for a high-contact type of service firm

such as universities.

Based on the research of Enriquez-Magkasi, E. M. & Caballero, R. T. (2014) entitled

Customer satisfaction and loyalty in Philippine resorts from the result of specific question

summary and interviews the following areas were found to be of high importance to

guests to achieve service quality: uninterrupted water supply, being hospitable, having

accurate billing statement and options in settling bills, accessibility, availability of

personnel, technological advancement, and affordability of the products and services.

 Based on the study of Cayanan (2017), one important strategy which service

organizations can adopt to achieve success and maintain competitive advantage is

improvement of service quality. Education sector as part of the service industry

understands the relevance of maintaining service quality to maintain market

competitiveness, increase profitability, maintain market share, and establish smooth

relationship with their customers. Several studies have been conducted about service

quality of various sectors in the service industry, but only few have looked into the service

quality of private education institutions in the Philippines. This descriptive-comparative

study adopted the SERVQUAL model as it assessed and analyzed the presence of service

quality gaps among private TEIs in Pampanga. It involved 1,656 third year to fifth year

college students from 32 private TEIs in Pampanga who were selected using convenience

sampling to accomplish the survey forms. It used frequency count, mean, SQ Gap

formula, t-test paired sample test, t-test for independent groups, and ANOVA in analyzing

the gathered data. Overall and notwithstanding their age, sex, cluster of courses, year

level, and school category, respondents have high expectations on their schools’ five

service quality dimensions and perceive it as “Good” (reliability and empathy) to “Very

Good” (tangibles, responsiveness, and assurance); but they have experienced

dissatisfaction on it based on the presence of significant negative service quality gaps.

However, since this study used convenience sampling in choosing the respondents, it

could not make inferences about the student population of the private TEIs in Pampanga

because of probable subjectivity. Hence, this study’s results and conclusions only covered

those students who took part in it. Notwithstanding the possible presence of prejudice,
private schools could still get significant and valuable information from the results of this

study.

This second chapter summarized the review of related literature pertaining to

customer satisfaction, service quality, and disconfirmation of expectation paradigm and

behavioral intentions. In the third chapter outlines the structure of the study, the

materials and methods used were elaborated.

Synthesis and its Relevance to the Present Studies

The similarities on the current study might was used in measuring the survey in

the research that can be helpful to the researchers and will benefit the company in many

ways. Evaluating the behavior of the customers that will end up to customer’s satisfaction.

It 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 customer’s opinion regarding with the possible

improvements on the characteristics of security guards. Conducting a research study

helps the researchers to understand how to measure customer’s satisfaction and also

gave ideas for improvements of the incoming and existing security guards.

Similarly, with the current study, this will identify if the client or customer exceeds

their expectations on the behavior of the variable. It is for the future plans of establishing

and managing a good security agency.

 The only differences of the current study was the previous studies only requires a

single variable while on the current study requires two variables.