THE GRADE 12 BASAK STUDENTS’ SATISFACTION LEVEL ON THE USJ-R

BASAK CANTEEN’S CUSTOMER SERVICE

A research paper presented to

the Faculty of the

Senior High School Department

University of San Jose-Recoletos

Cebu City, Philippines

In Partial Fulfillment

Of the Requirements for the course

Research 2

Abarrientos, John Paul Jayn

Bernasor, Daisy

Davide, Kay Elise

Fernandez, Clesnna Alexis

Racal, Karla Marie

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October 2017

Contents

Abstract………………………………………………………………………………..………..1

1.0 Introduction ………………………………………………………………………………..2

2.0 Conceptual/ Theoretical Framework 5

3.0 Research Design & Methods 9

4.0 Results and Discussions 11

6.0 References 26
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The Grade 12 Basak Students’ Satisfaction Level on the USJ-R Basak Canteen’s

Customer Service

Abarrientos, J., Bernasor, D., Davide, K., Fernandez, C., Racal, K.

12: ABM B1- St. Thomas of Villanova

Abstract

The study is all about the satisfaction level of Grade 12 Senior High School

Students on Canteen’s Services in Basak Campus. The scope of the study circulates

within Basak Campus only since the locale is to be conducted within the internal

premises of the school, not the external. The researchers use the descriptive normative

method of gathering data wherein the results or findings of the study should be

compared with the norm. ​The important result or finding is to decipher the level of

satisfaction by the Senior High School students in Basak with that of the canteen’s

customer service in the same campus. In this way, the researchers can offer

suggestions to address the issue to promote customer-business relation, thus, helping

the canteen personnel to enhance the betterment of their business. Thus, we can

conclude that most of the Grade 12 Basak students were satisfied with the business

service offered by the canteen.

Key Words:​ ​Satisfaction Level, Customer Service, Canteen, SERVQUAL Method, School
 3

1.0 Introduction

The school canteen has been of great benefit since it is a ​great place to promote

an enjoyment of healthy eating (Australian Government, Department of Health). For this

reason, the school canteen has the responsibility to meet the standards for food

preparation, storage, hygiene and safety knowing that the canteen is accountable of the

school’s populace. Most importantly, the school canteen should consider satisfying the

customers' needs and exceeding their expectations. Through satisfying the customer’s

needs and expectations, the business gains the customer’s loyalty that creates a

symbiotic relationship between the customer and the business – the business provides

good quality of products and services and in return, the customers will increase the

business’ profit through their patronage and word of mouth.

Customer satisfaction is the state of mind that customers have about a company

when their expectations have been met or exceeded over the lifetime of the product or

service (National Business Research Institute., 2017). This way, the business could

know whether it is doing right or wrong. Customer satisfaction can be classified into

three factors: Interface, Content, and Value (Goffer, 2012). In the end, the three factors

above all combine to provide quality service to the customer.

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Service quality plays a vital role In creating a repetitive and satisfied customer

(Anderson & Rust, 1997). ​According to Mckinney, customer service is the act of taking

care of the customer's needs by providing and delivering professional, helpful, high

quality service and assistance before, during, and after the customer's requirements are

met. ​ It has also been observed that service quality is the key determinant component of

customer satisfaction (Parasuraman ​et al. 1988; Spreng & Mackoy, 1996). ​Customer

service representatives also must take into action by being accessible, knowledgeable

and courteous. They require excellent listening skills and a willingness to compromise to

reach a resolution (Investopedia, 2017).

An annual study on customer service satisfaction conducted by Accenture on

2008 entitled ​“High Performance in the Age of Customer Centricity.” found out that

customer service ranked above price as a global driver of customer churn. With the

same group of researchers, they surveyed global and U.S consumers last 2012 and

2013, still, on the customer service satisfaction and found out a relationship between

customer service and customer satisfaction. In the U.S., there has been a five percent

increase in switching due to poor customer service from 46% to 51%. This then

correlates to what Timothy (2012) believe that one of the crucial components which

influenced the customers’ satisfaction is the quality of service.

Furthermore, a research on Pakistan’s fast food restaurants, conducted by Aftab,

et al (2016), attempts to see the importance of service quality in customer satisfaction.

Based on findings, the service quality dimensions which are tangibility, reliability,

assurance, empathy and responsiveness have a significant relation to the satisfaction

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level of the customers. Among the dimensions mentioned, tangibility is the highest

influence to the customers’ satisfaction.

In relation to the locality of the University of San Jose - Recoletos, studies on the

Effectiveness of Student Services as Perceived by Students (Sarmiento et al., 2016)

And Effectiveness of Student Services as Perceived by Teaching and Non-Teaching

Staff (Evangelista et al., 2016) conducted by Junior High School students, concluded

that all of the student services are very effective except for the canteen services which

is only effective. The canteen services also are one of the common complaints received

from the teaching staff from the students. This then leads the canteen services as one

of the prevailing issues concerning Senior High School students in Basak Campus as

the population of this department at hand becomes more outgrowing than before.

Thus, as concerned students who aim to promote the students’ satisfaction in

terms of canteen services, it is the utmost responsibility of the researchers to investigate

this concern and further suggest immediate action.

2.0 Conceptual/ Theoretical Framework

This study is anchored on the Service Quality (SERVQUAL) Model as presented

by the concept map below. It is a by-product of Richard L. Oliver’s Expectation

Disconfirmation/Confirmation Theory (EDT). EDT is introduced as an important theory

which can measure customer satisfaction from perceived quality of products or services

(Elkhani, n.d.). This theory is of great use for this research since it serves as the

foundation of the model that explains the relationship between mentioned dimensions of
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the SERVQUAL Model. The theory involves two variables, the expectation or the desire

and the experience or the perceived performance that can determine the standing of the

customer satisfaction of the offered services. The difference between initial expectation

or desire and perceived experience or performance is known as disinformation of

expectation or desire [5,7,8].

The SERVQUAL Model is a gap method in service quality measurement, a tool

that can be used by Product Manager across all industries. According to Parasuraman

et. al, there are five dimensions customers look out for in a business’ service. This

includes ​Tangibles, Reliability, Responsiveness, Assurance and Empathy.

Tangibility refers to the appearance of physical facilities, equipment, personnel,

and communication materials. In context, this covers the equipment used by the

canteen staff (e.g. cooking equipment, refrigerators, etc) and the tables and chairs that

accommodate the students; reliability is the ability to perform the promised service

dependably and accurately; responsiveness ​is the willingness to help customers and

provide prompt service; assurance ​refers to the knowledge and courtesy of employees

and their ability to convey trust and confidence; and empathy refers to the caring,

individualized attention the firm provides its customers. With these dimensions, it is

easier for the business to obtain a customer’s loyalty.

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Fig.1. Relationship between Service Quality and Customer Satisfaction

In order to attain the desired overall customer satisfaction of the market, the

industry must consider the service quality that they provide since it builds both the

customer’s perceptions and expectations of the product; thus, resulting to customer

loyalty. According to Coster, customer service is considered at high extent part of the

product since it can meet the customer’s needs while remaining globally competitive

from a consumer’s point of view.

This model also identifies five different gaps: The Knowledge Gap, Policy Gap,

Customer Gap, Delivery Gap, and Communication Gap (​Parasuraman, et. al, 1985)​.

Among the abovementioned gaps, the researchers emphasized more on the Customer

gap since it deals with the gap between the customer’s expectations and perceptions. In
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a customer orientated strategy, delivering a quality service for a specific product should

be based on a clear understanding of the target market. Understanding customer needs

and knowing customer expectations could be the best way to close the gap.

By customer expectation, this is concerned by what the customer expects

according to available resources and is influenced by cultural background, family

lifestyle, personality, demographics, advertising, experience with similar products and

information available online.

On the other hand, customer perception is totally subjective and is based on the

customer’s interaction with the product or service. Perception is derived from the

customer’s satisfaction of the specific product or service and the quality of service

delivery.

For a business seeking a long-term relationship with the customers, customer

satisfaction must be considered as their top priority. It has said that if the customer is

satisfied with business’ products or services then it is seen as the key to a business’

success and long-term competitiveness. In an investigatory study conducted on a

Vietnamese retail banking sector, Minh N.V and Huu N.H stated that:

Customer satisfaction is described as the result of a comparison of the

customers’ expectations and his or her subsequent perceived

performance of service quality (Herington & Weaven, 2009). According to

this conceptualization, perceived service quality is one of the antecedents

to overall customer satisfaction. Previous studies showed the evidence

 9

support this relationship between customer satisfaction and service quality

(Yee, Yeung, & Cheng, 2011).

Even though customer satisfaction and customer loyalty are distinct concepts,

they are highly correlated (Gelade & Young, 2005; Silvestro & Cross, 2000). Both

should be incorporated into the long term goals of the business. Customer loyalty is

referred as the final consequences of the overall and cumulative experience which

customers have with a business (Brunner, Stöcklin, & Opwis, 2008). Customer

satisfaction can lead to customer loyalty because people are rational in making

decisions and thus, stay with the business that gave them high quality services and

good experiences. The customer’s loyalty to the business plays an important role to a

business’ success because a loyal customer is less likely to switch a competitor brand

and may also become the starting point of getting the business known to others.

3.0 Research Design & Methods

The study utilizes the descriptive normative method of gathering data. The

researchers aim to distinguish the student’s satisfactory level of the canteen’s customer

service and examine the phenomenon through observations in numerical

representations and through statistical analysis. This study is conducted within the

vicinity of University of San Jose - Recoletos Canteen Basak Campus which is located

at Basak, Pardo Cebu City. The canteen has been serving the university’s clientele for

many years. Last year, the canteen had its temporary change of location to the school’s
 10

amphitheatre due to the construction of the new Senior High School Department

building.

The Senior High School Department has four strands, namely ABM

(Accountancy, Business and Management), HUMSS (Humanities and Social Sciences),

STEM (Science, Technology, Engineering and Mathematics), TVL

(Technical-Vocational Livelihood) that consist of 15 sections in Basak campus: STEM

strand has 8 sections, ABM has 4 sections, TVL has 1 section and HUMSS has 2

sections. This study has 150 respondents who comprise 24.07% of the total population

of the Grade 12 Basak students which is 623.The researches exclusively conduct the

study for the Grade 12 students since majority are already familiar of the canteen’s

operations from the past school year and at present. This population has the ability to

compare the present and past services offered by the canteen. The researchers use the

formula ​n * p t​ o get the size of population to be used in our survey where:

n​ = number of total population of the Grade 12 Basak Students (623)

p ​= percentage (24.07%)

n*p ​= 623 * ..2407

= 150 (estimated)

The researchers decide to evenly distribute questionnaires to the 15 sections.

Thus, for each section there are ten randomly selected respondents. The Self -

administered questionnaires have been distributed to all Grade 12 Basak sections in

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order to achieve the main objective of assessing the satisfaction level of the canteen’s

customer service.

The data collected for this research have been acquired through the use of

survey questionnaires. Each questionnaire consists of standardized and modified

questions that were related to the study and was divided into five categories derived

from the dimensions of the SERVQUAL method namely tangibles, reliability,

responsiveness, assurance and empathy.

After further revisions by the research advisor, the questionnaires were then

produced in correspondence to population of the respondents. Next, the researchers

distributed the questionnaires to the respondents’ respective classrooms and gave them

sufficient time for answering the questionnaire. After the respondents have answered

the survey questionnaires, the researchers collected them and gathered all the

questionnaires for data analysis and interpretation. They utilized the Likert scale in

analyzing and interpreting the gathered data.

Out from the data results, the researchers have concluded their findings which

would then determine whether the formulated hypothesis is deemed null or alternative.

Banking from the arrived conclusions, the researchers would come up with their

proposal or recommendations to address the problem at hand.

4.0 Results and Discussions

This chapter presents the tabulations, analyses and interpretations of the data

gathered from the randomly chosen respondents using the survey questionnaire
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Table 1

Customers’ Satisfaction on the Reliability Dimension

of the Customer’s Service

n - 150

WEIGHTED
QUESTIONS INTERPRETATION
MEAN

1. The canteen personnel provide

services at the time they promised to 3.09 Satisfied

do so.

2. The canteen personnel perform the

services right at the first time of 3.02 Satisfied

purchase.

3. The canteen personnel show

sincere interest in solving the problem

2.86 Satisfied
of the customer. (e.g. defective

utensils, spill over of beverage)

4. The canteen personnel inform the

customers about when services will be 2.83 Satisfied

rendered.
 13

5. The canteen personnel return the

3.26 Very Satisfied
exact change to customer.

GENERAL WEIGHTED MEAN 3.01 Satisfied

Range and Interpretation:

4.00- 3.25 = Very Satisfied

3.24- 2.50 = Satisfied

2.49- 1.75 = Dissatisfied

1.74- 1.00 = Very Dissatisfied

Table 1 shows the customers’ satisfaction level of the Reliability dimension of the

customer service. With a general weighted mean of 3.01, this shows that the customers

are satisfied of how reliable the school canteen is. Most of the customers are satisfied of

how the canteen personnel: provide services at the time they promised to do; perform

the services right at the first time of purchase; show sincere interest in solving the

problem of the customer; inform the customers about when services will be rendered;

return the exact change to customer

As observed from the table, the customers are very satisfied of how the canteen

personnel return the exact change to them. This characteristic of the Reliability

dimension garnered the highest weighted mean of 3.26. Among the characteristics of

the Reliability dimension, one aspect garnered the lowest mean of 2.83 which still
 14

indicates that the customers are satisfied of how the canteen personnel inform the

customers about when services will be rendered.

The results coincide to the relationship with the service quality and the customer

satisfaction. Customers are satisfied when the establishment has the ability to perform

the promised service dependably and accurately. The establishment’s reliability is vital

for the customers’ satisfaction and their loyalty because it gains the customer’s trust that

the establishment is going to perform what it promises to do. In order to fully satisfy the

customers with regards to the reliability of the business service, the canteen personnel

must perform the promise service and show sincere interest to the customers.

Table 2

Customers’ Satisfaction on the Tangibility

Of Customer’s Service

n – 150

WEIGHTED
QUESTIONS INTERPRETATION
MEAN

1. The canteen equipment used follow

2.63 Satisfied
hygienic practices and/or up-to-date

2. Furniture such as tables and chairs

2.64 Satisfied
are functional.

3. Canteen personnel manifests 2.98 Satisfied

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presentable and neat, professional

appearance.

4. The products are visually appealing

to customers which associate with the 2.89 Satisfied

service.

5. The stall’s overall appearance is

2.87 Satisfied
visually appealing to the customer.

GENERAL WEIGHTED MEAN 2.80 Satisfied

Range and Interpretation:

4.00- 3.25 = Very Satisfied

3.24- 2.50 = Satisfied

2.49- 1.75 = Dissatisfied

1.74- 1.00 = Very Dissatisfied

Table 2 shows the satisfactory level of the Grade 12 student body with regards to

the tangibility or the physical characteristics of the canteen’s customer service. This

dimension includes their hygienic practices, functionality of furniture and fixtures, and

the physical presentation of the product and service provider.

With a general weighted mean of 2.80, the respondents rated the satisfactory

level of the neat appearance of canteen personnel as the greatest among the tangibles
 16

of canteen customer service by 2.98. On the other hand, the hygiene of canteen

equipment has been rated last among the tangibles in the canteen by 2.63.

This result coincides with the findings of the Centers for Disease Control and

Prevention (CDC) that states that poor personal hygiene of food handlers, along with

improper temperature control in equipment, are the two most significant factors leading

to food borne illness. Because of this, consumers are now particular of both the

personal hygiene of each canteen personnel and the decontamination of equipment

when they handle their food in fear of food contamination from microorganisms like

Staphylococcus aureus that is found in human skin.​ In other words, there is more

demand of installing technology or more hygiene practices to promote the sanitation of

the products service provider offers.

Table 3

Customers’ Satisfaction on the Assurance

Of Customer’s Service

n – 150

WEIGHTED
QUESTIONS INTERPRETATION
MEAN

1. Canteen personnel show courtesy

like saying “Good morning’’ and “Thank 2.55 Satisfied

you”.
 17

2. Canteen personnel are

knowledgeable in answering the

2.88 Satisfied
customer’s questions about the canteen

products.

3. Canteen personnel make the

customers feel assured in buying their 2.87 Satisfied

products.

4. Canteen personnel boost the

customer’s motivation in buying the 2.75 Satisfied

goods.

5. Canteen personnel possess the

ability to build trust and confidence

2.89 Satisfied
among their customers regarding the

food they sell.

GENERAL WEIGHTED MEAN 2.79 Satisfied

Range and Interpretation:

4.00- 3.25 = Very Satisfied

3.24- 2.50 = Satisfied

2.49- 1.75 = Dissatisfied

 18

1.74- 1.00 = Very Dissatisfied

Table 3 shows the respondent’s satisfactory level of the canteen’s assurance in

customer service. With a general weighted mean of 2.79, the respondents rated the

assurance of the canteen customer service as satisfied. Meaning, they are satisfied with

the canteen personnel’s: show of courtesy; knowledge in answering the customer’s

questions about the canteen products; their ability to boost motivation and to build trust

and confidence among their customers regarding the food they sell.

From the table above, it can also be seen that the variable that is overall

perceived best in the assurance dimension is the canteen personnel’s ability to build

trust and confidence among their customers. The customers perceived this aspect of

assurance as satisfied with a weighted mean of 2.89 while the variable that is overall

perceived as satisfied in last position is the canteen personnel’s courtesy with a

weighted mean of 2. 55.

The results coincide to the relationship with the service quality and the customer

satisfaction. Customers are satisfied when what is ​expected to be the experts of the

service deliver it on both words and deeds. ​SERVQUAL research showed it’s important

to communicate that expertise to customers. The establishment’s assurance is vital for

the customers’ satisfaction and their loyalty because it builds the customer’s confidence

that the personnel are going convey their expertise of their field. In order to fully satisfy the
 19

customers with regards to the assurance of the business service, the canteen personnel

must have ​the knowledge and courtesy of employees and their ability to convey trust and

confidence.

Table 4

Customers’ Satisfaction on the Responsiveness

Aspect of the Customer’s Service

n - 150

WEIGHTED
QUESTIONS INTERPRETATION
MEAN

1. Canteen personnel are willing to assist the

2.83 Satisfied
customers in choosing the food they desire.

2. Canteen personnel are quick in responding

2.87 Satisfied
positively to the customers’ requests.

3. Canteen personnel avoid customers in

2.67 Satisfied
waiting for no reason.

4. Canteen personnel notify customers of the

2.77 Satisfied
status of their pending orders.

5. Canteen personnel punctually address

customers’ demands in accordance to their 2.87 Satisfied

needs.

GENERAL WEIGHTED MEAN 2.80 Satisfied

 20

Range and Interpretation:

4.00- 3.25 = Very Satisfied

3.24- 2.50 = Satisfied

2.49- 1.75 = Dissatisfied

1.74- 1.00 = Very Dissatisfied

Table 4 illustrates the customers’ satisfaction on the responsiveness aspect of the

customer’s service. Of all the 150 Grade 12 Basak respondents, with a general weighted mean

of 2.80, most of the students were satisfied on the responsiveness aspect of the customer’s

service executed by the canteen personnel. Most of the students were satisfied of canteen

personnel’s willingness to assist customers in choosing the food they desired, quickness in

responding positively to their requests, avoidance for customers waiting for no reason,

notification of customers with the status of their pending orders, punctual address of customers’

demands in accordance to their needs. However, in terms of ranking, canteen personnel’s

quickness in responding positively to the customers’ requests and punctual address to

customers’ demands in accordance to their needs was satisfied on the highest rank. On the

contrary, canteen personnel’s avoidance of customers in waiting for no reason ranked the

lowest.

The outcome, as presented on the table, concurs to the theory of Parasuraman et. al.

The theory states that one of the 5 dimensions is the responsiveness of the business service

among customers. Thus, they state that responsiveness ​is the willingness to help customers
 21

and provide prompt service. As the responsiveness of the business service is satisfied, the

easier for the business to obtain customers’ loyalty.

In order to fully satisfy the customers with regards to the responsiveness of the business

service, canteen personnel must address concerns right then and there. They should execute

promptness in every transaction every time, not only on times when they wish they wanted to.

Table 5

Customers’ Satisfaction on the Empathy Dimension

of the Customer’s Service

n - 150

WEIGHTED INTERPRETATIO
QUESTIONS
MEAN N

1. Canteen personnel give each

customer individual attention (e.g. 2.87

Satisfied
queuing, extra condiments).

2. Canteen personnel understand the

2.89 Satisfied
specific needs of the customer.

3. Canteen personnel execute

convenient business hours to 2.93 Satisfied

customers.
 22

4. Canteen personnel offer products

that cater to the interests of the 2.96 Satisfied

customers.

5. Canteen personnel have good

3.06
intentions for all customers. Satisfied

GENERAL WEIGHTED MEAN 2.94 Satisfied

Range and Interpretation:

4.00- 3.25 = Very Satisfied

3.24- 2.50 = Satisfied

2.49- 1.75 = Dissatisfied

1.74- 1.00 = Very Dissatisfied

Table 5 illustrates the customers’ satisfaction on the empathy dimension of the

customer’s service. The overall empathy dimension got a general weighted mean of

2.94 which interprets that the customers are satisfied. The 150 Grade 12 Basak

Students said that they are satisfied of how the canteen personnel: give each customer

individual attention; understand the specific needs of the customer; execute convenient

business hours to customers; offer products that cater to the interests of the customers;

have good intentions for all customers.

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Among the characteristics of the empathy dimension, the highest weighted mean

of 3.06 which indicates a satisfactory is garnered by question number 5 – canteen

personnel have good intentions for all customers. This means that the canteen shows

deep respect to the customers and in this way, the canteen may easily obtain the

customer’s loyalty.

The outcome, as presented on the table, concurs to the theory of Parasuraman

et. al. The theory states that one of the 5 dimensions is the empathy of the business

service among customers. Based from the theory, empathy refers to the caring,

individualized attention the business provides its customer. Thus, the canteen should

continue to provide quality service through showing care and prompt attention to the

customers.

Table 6

Customers’ Satisfaction on the Overall Quality

Of Customer’s Service

n – 150

QUESTION WEIGHTED MEAN INTERPRETATION

How satisfied are you with

the overall customer 2.84 Satisfied

service?
 24

GENERAL WEIGHTED
2.84 Satisfied
MEAN

Range and Interpretation:

4.00- 3.25 = Very Satisfied

3.24- 2.50 = Satisfied

2.49- 1.75 = Dissatisfied

1.74- 1.00 = Very Dissatisfied

Table 6 illustrates the overall quality of customer’s service offered by the canteen

personnel. Of all the 150 Grade 12 Basak respondents, with a general weighted mean

of 2.84, most of the students were satisfied on the overall service quality which

encompasses the dimensions of reliability, tangibility, assurance, responsiveness and

empathy.

The outcome, as presented on the table, concurs to the theory of Coster which

states that: “In order to attain the desired overall customer satisfaction of the market, the

industry must consider the service quality that they provide since it builds both the

customer’s perceptions and expectations of the product; thus, resulting to customer

loyalty. From a consumer’s point of view, customer service is considered at high extent

part of the product, since it can meet the customer’s needs while remaining globally

competitive.” With the interpretation satisfied as based on the general weighted mean, it

simply implies that most of the customers are satisfied with the overall quality business
 25

service executed by canteen personnel. This goes to show that customers’ satisfactory

level may result to their loyalty on the business.

In order to fully satisfy the customers with the overall quality of the business

service, canteen personnel must take note carefully on the areas which they need to

improve on, specifically basing it on the 5 dimensions in a business service – reliability,

tangibility, assurance, responsiveness and empathy. It is deemed necessary for them to

be updated on the areas to be improved on by putting suggestion boxes for them to be

improved on their business. With this, they can cater on the needs of satisfaction among

customers making them worthwhile in the field of business.

5.0 Conclusion and Recommendations

Therefore, most of the students are satisfied in each subcategories or dimensions of the

service business – reliability, tangibility, assurance, responsiveness and empathy. As based on

the results of each dimensions, reliability has a general weighted mean of 3.01; tangibility has

2.80; assurance has 2.79; responsiveness has 2.80; and empathy has 2.94 which all fall under

the range of ‘satisfied’. The general weighted mean of the entire general weighted mean, which

is 2.87, fall under the range of ‘satisfied’. This goes to show that most of the students are

satisfied of the canteen’s service business.

In order to fully satisfy the customers on the 5 dimensions of the business service, the

researchers recommend that:

RELIABILITY
 26

✓ There should be an authorized person from the institution to over-check the record of the

total sales of each food stall in the canteen at the end of the day. This is to ensure that

there is reconciliation of the cash inflow and cash outflow.

TANGIBLITY

✓ The head of the repair and maintenance committee shall allocate funds for repairing and

maintaining furniture such as tables and chairs to ensure the long use of these furniture

in the long run.

ASSURANCE

✓ The head committee of the canteen shall acquaint the canteen personnel with business

ethics, specifically on courteousness among customers to obtain customer loyalty.

RESPONSIVENESS

✓ Canteen personnel shall promptly execute proper management of queue among

customers in order to maintain a better system and organization.

✓ Canteen personnel shall reinforce organization by means of putting priority numbers

among customers for them to be entertained accordingly.

EMPATHY

✓ Canteen personnel shall entertain first whoever comes first in the line, for the customers

to feel that they are the top priority of the business service.

OVERALL QUALITY

✓ Canteen personnel shall offer suggestion boxes on their stall for them to know which

areas they need to improve on in each dimension – reliability, tangibility, assurance,

responsiveness and empathy.

 27

✓ Canteen personnel shall conduct survey once a month for them to be aware of the

concerns that need to be addressed and areas to be improved on.

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Minh, N.V & Hun N.H. (2016). ​The relationship between service quality, customer satisfaction

and customer loyalty: An investigation in Vietnamese retail banking sector.

Retrieved from: ​http://www.cjournal.cz/files/221.pdf

 28

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study of three service sectors in Umeå.​ Retrieved from:

http://www.diva- portal.org/smash/get/diva2:448657/FULLTEXT02.co

Aftab, J. et. al. (2016). ​Importance of service quality in customer satisfaction (A study on fast

food restaurants). Retrieved

from:​http://www.academia.edu/30021474/Importance_of_Service_Quality_in_Custom

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Goffer R. (2012). ​Customer-satisfaction factors and performance.​ Retrieved from:

https://www.nanorep.com/customer-satisfaction-factors-and-performance

National Business Research Institute. (2017). ​Measuring and managing customersatisfaction.

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https://www.nbrii.com/customer-survey-white-papers/measuring-and-managing-customer-satisfa

ction/

Lyon, B. (2008). ​Customer service, not price, remains top cause of customer churn, Accenture

study finds.​ Retrieved from:

https://newsroom.accenture.com/subjects/customer-relationship-management/customer-service

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