CUSTOMER SATISFACTION IN TARELCO 1: BASIS FOR IMPROVEMENT

Chapter 1

THE PROBLEM

Background of the Study

The electric power industry is a $298-billion-plus industry that provides a

vital service essential to modern life. It provides a nation with the most

prevalent energy form known—electricity. Electricity is the lifeblood of an

economy. It powers homes, offices, and industries. It provides

communications, entertainment, and medical services. It powers computers,

technology, and the Internet and it runs various forms of transportation. Not

only is electricity the cleanest, most flexible, and most controllable form of

energy, its versatility is unparalleled (Edison Electric Institute).

Every organization wants to strive for excellence. Many factors contribute

for excellence of any organization. Quality is main factor for attracting new

customers for manufacturing as well as service sector (Bharwana et al, 2013).

50% of the overall service perception compared to customer expectations were:

first, customer service seen was ranked as the worst in the region; secondly,

there is relationship between service quality; staff skills and lack of competition.

These are areas where more improvement is needed (IPAR, 2009 in Felix, 2017).

All businesses and organizations should attach importance to the quality

phenomenon in order to survive within the competitive market structure. What is

more, beyond this basic level of importance attached to the quality concept, it
hasbecome necessary to focus on this issue carefully. The rationale behind this

argument can be expressed as the factthat businesses can increase their

customers' satisfaction through quality practices that may make them

differentfrom other competing businesses; the motivation for placing emphasis

on quality is a reflection of the idea that itis possible to achieve improvements in

this way. Quality, especially nowadays, beyond the approach thatbusinesses

could achieve better performance if they implement quality practices, has

become a value that makes itimpossible for the business to survive and

consequently continue its existence if not implemented. In other words,beyond

circumstantial decisions concerning quality, it has become a necessity for

businesses to embed quality into their business processes (Saglik, et al, 2014).

Service quality defined as “it is a form of behavior that relates to

satisfaction but not equivalent to it which results as a balance of prospect with

performance” (Bolton and Drew, 1991; Cronin Jr. and Taylor, 1992;

Parasuraman, Zeithaml and Berry, 1988; Shepherd, 1999; Bharwana, et al,

2013).

The concept of quality, efficiency, productivity, growth and survival pose

is a great challenge for the survival and growth of all corporate bodies. These

growth and survival demands are further deepened by the need to attract and

retain customers, as customers are the main focus of any successful businesses.

Business success depends on a firm’s understanding and meeting customers’

needs and demands. Any company that wants to maintain its ratings or to
become a world market leader has to find new ways to strengthen its position.

Large selection of quality products and their ratio of representation require that

companies need to provide quality services that accompany the product and the

realization of complete supply chain, in order to meet demands of the customer

(Taylor & Baker, 2011).

Customer focused strategy has become a means of competitive advantage

and survival for organizations (Taylor & Baker, 2011). In the era of global

competition, many organizations have shifted the paradigm from service quality

to customer perspective (Parasuraman, 2009). There has been a paradigm shift

from the traditional way of measuring performance through inspection to quality

assurance to strategic quality management and recently to customer satisfaction.

Reid (2005) indicated that competitive strategies often led to tradeoffs between

quality and cost and some strategies are willing to sacrifice quality in order to

develop a low cost advantage.

Improving quality relates to high cost and this reduces the value that the

customers derive from the services. From a customer’s perspective, the value of

a product/service is strongly linked to quality. Customers feel they are getting a

good value when the benefits outweigh the sacrifices. Value is therefore the

ultimately the reason consumers buy anything. There is need for service firms to

improve only quality dimensions, which translate to high customer value and this

can be achieved byidentifying the factors which translates to higher value when

improved (Nikecki , 2010).

 Service quality can be measured in terms of customer perception,

customer expectation, customer satisfaction, and customer attitude

(Sachdev&Verma , 2004). Different models have been advanced concerning

service quality in the service organizations with an aim of establishing the

relationship between service quality and customer satisfaction. From the earlier

research work Parasuraman (1985) five determinants of service quality were

identified as reliability, responsiveness, assurance empathy and tangibles.

Strongmen (2007) studied the factors influencing service quality in the

hotel industry in Peru and established that the customers were more interested

on the dimensions of reliability exterior, tangibles and assurance. The best

predictor of overall service quality was identified as the dimension of reliability.

This is due to different social demographic variables such as culture and religion

which might impact on customer expectations. Lewis and Booms (2013)

indicated that service quality involves a comparison of expectations with

performance and is a measure of how well a delivered service matches the

customer’s expectation. Nikecki (2010) defined service quality in terms of

meeting or exceeding customer expectations, or as the difference between

customer perceptions and expectations of service. Walker (2006), highlighted

that reliability, responsiveness, assurance and empathy are the most important

service quality dimension while he asserted that service quality is conceptualized

as three dimensions’ construct, namely: technical quality; functional quality; and

image.
 In particular, consumers prefer service quality when the price and other

cost elements are held constant (Turban, 2002). It has become a distinct and

important aspect of the product and service offering (Caruana, 2010). The

satisfaction a customer gets from quality of service offered is usually evaluated in

terms of technical quality and functional quality. Usually, customers do not have

much information about the technical aspects of a service; therefore, functional

quality becomes the major factor from which to form perceptions of service

quality (Donabedian, 1982).

Customer satisfaction is a measure of how a product or service supplied

by a company meet or surpass a customer’s satisfaction. It also follows that in

order to meet customer expectations and achieve customer satisfaction, a

company must offer a quality product or service. Measuring and optimizing

customer satisfaction is clearly very important in building and maintaining long-

term relationships with customers (van Birgelen et al, 2006). Satisfaction is a

subject and concept which is difficult to determine (European Institute of Public

Administration, 2008). It depends on a myriad of factors and varies from person

to person as well as product to product. Some of the main concepts of

satisfaction in the literature are value, quality and satisfaction.

Satisfaction of users can be observed through many aspects, but here it

will be presented only one that relates to the fulfillment of strategic goals of

service provider who takes care of customers and improve service quality in

accordance with their expectations/requirements. Customers want the best value

of their money. They spare no efforts in searching for high quality services

(Strategic Direction, 2007). Customer perceptions are determined by myriad of

factors including price and quality of the service offered.

Service quality and customer satisfaction therefore are very important

aspects in management of a product or service. In current global business

environment, providing a superior service quality and providing customer

satisfaction through adequate focus on customer is one of the key factors

enabling firms to gain a lasting competitive advantages in the Market (Akele,

2012).

The TARLAC I ELECTRIC COOPERATIVE, INC. OR TARELCO I was

incorporated and registered with the National Electrification Administration (NEA)

on January 24, 1975 with the distinction of the 65th priority project of the Rural

Electrification Program pursuant to PD 269 as amended by RA 1645.

Therefore, with the growing number of customers of TARELCO, this

present study needs to identify the Customer satisfaction as the basis for

improvement.

Statement of the problem

This study aims to determine the Customer Satisfaction in TARELCO 1 as

the basis for improvement.

 Specifically, this study will seek to answer the following questions:

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

a. age,

b. sex,

c. monthly bill/consumption,

d. occupation, and

e. civil status?

2. What is the level of the customer satisfaction in TARELCO 1 along:

a. expectations,

b. perceptions, and

c. contentment?

3. Is there significant relationship between the level of customer

satisfaction in TARELCO 1 and their socio-demographic profile?

4. What strategies can be proposed to improve the customer satisfaction

of TARELCO 1?

Research Hypothesis

The hypothesis is tested at 0.05 level of significance. There is a significant

relationship between the level of customer satisfaction in TARELCO 1 and their

socio-demographic profile.
Significance of the study

The findings of this study are deemed significant to the following:

Administration. This will provide ideas and information about the

management. This will also give them ideas on how to improve their services and

the satisfaction of the costumers.

Employers. This will help them aware of the costumers’ needs and

services in TARELCO 1.

Costumers. This study will give them a service quality and satisfaction

from the office and employers of TARELCO 1.

Researchers. This research will help them increase their interest and

understanding in the industries’ services and the consumers’ satisfaction. This

study will provide research-based information which will help other researchers

undertake similar investigations with different determinants.

Scope and Delimitation of the Study

This study will determine the costumers’ satisfaction in TARELCO 1. This

deems to find out the socio-demographic profile of the respondents in terms of

age, sex, monthly bill/consumption, occupation and civil status. It also seeks to

determine the level of costumers’ satisfaction in TARELCO 1. The researcher

delimited the present study in terms of expectations, perceptions and

satisfactions. There is no attempt on the part of the researcher to determine the

level of costumers’ satisfaction in other parts of it.

The primary respondents of this study are the member-consumers of

TARELCO 1. This is for the purpose of obtaining reliable and valid information in

getting the level of consumers’ satisfaction in TARELCO 1.

Definition of Terms

The following terms were defined theoretically and operationally for easier

understanding of the study.

Costumers. In this study, these are the member-consumers of a

company or organization as the life of them.

Costumers’ Satisfaction. In this study, this is the judgment of the

consumers as their satisfaction towards the organization. This involves the

expectations, perceptions and contentment.

TARELCO 1. This is the organization that would be determined in service

quality and costumers’ satisfaction.

Expectations. This is the expectations of the costumers toward the

service quality and costumers’ satisfaction in TARELCO 1.

 Perceptions. This is the perceptions of the costumers toward the service

quality and costumers’ satisfaction in TARELCO 1.

Contentment. This is the satisfactions of the costumers toward the

service quality and costumers’ satisfaction in TARELCO 1.

 Chapter 2

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents literature and studies reviewed and found to have

direct and indirect bearing to the present study. It includes literature on

customer satisfaction and electric cooperatives.

RELATED LITERATURE

Definition of Customer Satisfaction

Customer satisfaction is an abstract concept that involves factors such 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 (Grimsley, 2011). It is a marketing term that measures how

products or services supplied by a company meet or surpass a customer’s

expectation (Beard, 2014). To put it simply, customer service is the way a

business looks after its customers and how happy the customers are with their

transaction and overall experience with the company. Customer satisfaction is

key in creating a long-term relationship with the customers.

Further, Kumar (2008) explains that when an organization produces goods

and services of quality at economic cost and consistently meeting the customers’

needs, then the organization is said to have satisfied customer. Customer

satisfaction is seen as a key performance indicator within business. In a

competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key

element of business strategy.

Additionally, the real value lies in delivering customer satisfaction

which precedes customer retention and profits. Although most organizations

understand the importance of this stakeholder, few are able to commit

themselves to achieving customer satisfaction. For them customer service is

an attitude and not a department or competency.

Moreover, Customer service is the set of activities an organization uses to

win and retain customers’ satisfaction. According to Berkowitz et al. (1994),

service is defined as intangible items that an organization provides to customers.

On the other hand, Stanton et al. (1991), states that most product offerings are

a mix of tangible goods and intangible services, located on a spectrum ranging

from pure goods to pure services. However, services are identifiable, intangible

activities that are the main object of a transaction designed to provide want –

satisfaction to customers. Others like Singh (2002) look service as any activity

undertaken for the express purpose of aiding customers. While this is a rather

vague statement, it excludes many activities.

Importance of Customer Satisfaction

In today’s global and turbulent environment, organizations compete not

only with local companies but also with foreign counter parts in manufacturing

and providing superior goods and services. It is also obvious that in today’s

competitive environment, coming with differentiated and superior service offer

has no substitute. Apart from goods, services need special care and attention

due to its nature (Afdel & Lemma, 2013).

When a company fails to meet customers’ expectations, customers take

actions. They cancel services, change service providers or refuse to give their

trust to the company again. An article published by Pacelli (2011) on Business

Insider states that customers also share their experiences and not through

surveys. Instead, they tweet, they chat, they blog, they assign ratings, and they

make recommendations and give warnings. It is inevitable for the customers to

share their experiences, opinions and preferences on services and products of a

company, whether it is positive or negative.

Customer satisfaction is undeniably important because it provides

business owners a metric that they can use to improve and manage their

businesses. According to Beard (2014), there are six major reasons why

customer satisfaction is important. These are: it’s a leading indicator of consumer

repurchase intentions and loyalty; it’s a point of differentiation; it reduces

customer churn; it increases customer lifetime value; it reduces negative word of

mouth; and it’s cheaper to retain customers than acquire new ones.

 Since customers are the major focus of every business activity,

organizations must exert maximum effort to enhance the service provision. At

the same time, organizations need to look the service setting strategically.

In Hague‘s (2012) article on ―Customer Satisfaction Surveys and

Customer Satisfaction Research, he detailed the factors or attributes of

customer‘s points of view on staff and service of a company. It includes courtesy

from sales staff, representative‘s availability, representative‘s knowledge,

reliability of returning calls, friendliness of the sales staff, complaint resolution,

responsiveness to enquiries, after sales service and technical service.

Further, constant feedback is the best way to improve customer

satisfaction over time and the best way to know the stand of your business is

through measuring feedbacks. Marta (2016) suggested methods to measure

customer satisfaction. Business can survey their customers through satisfaction

surveys on applications and email, net satisfaction survey, customer satisfaction

score, customer effort score, and social media monitoring.

Customer Satisfaction on Electric Corporation

According to Ethio Resource Group (2009) study, Electricity is a critical

economic infrastructure. If not delivered where and when needed, serious

damage ensues for the economy. Considerable potential output has been lost

due to power cuts in the past few years. Potential losses from power
disruption will increase in the future as the economy grows and the relative

contributions of the industry and service sectors increase in the economy.

Power supply must increase as rapidly as demand to avoid such losses and to

ensure sustained growth. This is the rationale upon which the government is

accelerating its investment in expanding the power system.

RELATED STUDIES

Foreign

Electricity sales have been growing at the fastest pace ever with

13.5% growth in the past five years. This rapid growth in demand started in

the year 2000 and get faster in the latter years. It is to be noted that this

unprecedented growth was also accompanied by frequent and substantial

power cuts. This means unconstrained demand growth would be even faster,

probably close to 20 percent per year (Ethio Resource Group, 2009). Besides

fastest demand for electricity, the study undertaken by Japanese Embassy in

Ethiopia (2009) shows that enhancement of the energy sector is a must in

order to maintain the economic growth and become a middle income country

in 20-30 years through industrialization, considering the difficult macro-

economic situation. Since the Corporation’s service delivery process to satisfy

the needs of its industrial customers will lay a foundation for industrial led
economy, strengthening the energy supply and scaling up quality has

prominent role in bringing economic growth and macroeconomic stability.

Excellent service can be energizing because it requires the building of

an organizational culture in which people are challenged to perform to their

potential and are recognized and rewarded when they do (Berry et.al., 1994).

In contrast to this, several organizations do not give emphasis to excel such

competence. This in turn will lead to poor service delivery and less profit.

Satisfaction is not an easy feeling since the customers are always in question

to meet their limitless needs. Recently, Customer satisfaction is the daily

issues of many people and institutions in the Philippines. The reason is that it

is being widely used on the progress for economic, business and social

activities. Customers are the main actors in these activities.

According to Ethio Resource Group (2009) study, electricity is a critical

economic infrastructure. If not delivered where and when needed, serious

damage ensues for the economy. Considerable potential output has been lost

due to power cuts in the past few years. Potential losses from power

disruption will increase in the future as the economy grows and the relative

contributions of the industry and service sectors increase in the economy.

Power supply must increase as rapidly as demand to avoid such losses and to

ensure sustained growth. This is the rationale upon which the government is

accelerating its investment in expanding the power system.

 According to Ethiopian Electric Power Corporation (EEPCo) annual

bulletin of 2011/2012, concerning quality of supply, the service quality in the

electrified areas is not satisfactory. This is due to poor design, lack of care

and negligence during implementation, and lack of scheduled maintenance.

This resulted in inappropriate conductor size in the distribution system, poor

quality of construction, lack of maintenance, transformer overloading, phase

imbalance, extended outage times under faulty condition, high system losses

and poor safety situation has also time and again, affected technicians as

well as the general public.

Despite the fact that quality service provision and ensuring customer

satisfaction is a key issue for all categories of customers, looking the

problems faced by industrial customers is indispensable. Ethiopian Electric

Power Corporation (EEPCo) collects about 80% of its revenue from only 20%

of its industrial customers. As the important contributor of the revenue, they

should be given special consideration. However, continuous power

interruption, low level of responsiveness, unable to perform the promised

service dependably and accurately and the like issues are the problems raised

by industrial customers of Ethiopian Electric Power Corporation. To this end,

it is important to assess industrial customers’ satisfaction on service quality

so that EEPCo knows the seriousness of the problem and give remedial

solutions.
 Sullivan et al. (1996) found, regarding power quality and reliability, that

residential customers differ dramatically in their expectations for the utility’s

performance along these dimensions and that most residential customers cannot

distinguish high reliability service from low reliability service. Sharma (2010),

found that satisfaction ratings of electricity customers in India (where there is

much greater variance in quality and reliability of power than in the U.S.) were

influenced by the utilities’ pricing practices and the customers’ experience in

dealing with the company.

Local

Customer satisfaction presents a versatile cross channel metric to gauge

the retailer‘s strengths and weaknesses from the customer‘s point of view.

Gaining high levels of customer satisfaction is very important to a business

because satisfied customers are most likely to be loyal, place repeated orders

and use a wide range of services offered by a business (Agno et al., 2015).

A positive memorable customer service experience is what it takes in

attaining customer patronage and loyalty. Lucas (2012) claimed that enhancing

customer satisfaction as a strategy for retaining customers is a big factor for

many customers in remaining loyal. For the business owners to know the level of

their customers’ satisfaction, survey techniques and questionnaires can be

utilized.
 Sriyam (2012) found out that most of their respondents identified

tangibility as the most important factor in determining satisfaction. He found that

service quality was related to the tangible behavior and appearance of

employees.

Additionally, a study conducted by Briones (2007) as cited by Agno et al.

(2015) about Leadership Styles of Managers and Job Satisfaction of Employees

at Metro Lipa found out that good working relationship of the workers with their

supervisors is accompanied by the manner by which the managers handle the

workers. More than anything else, a peaceful relationship with co-workers and

superiors can mean more satisfaction.

Moreover, Marasigan, et al., (2010) encouraged the employees of the

company to be more consistent in their behavior, attitude and performance in

dealing with customers. They also encouraged giving suggestions to the

management that they think could help to enhance the training program.

Aguba et al. (2008) indicated that efficient and constant supervision of the

employee must be observed to maintain the good impression of the customer.

Further, it indicated that customer‘s evaluation should be considered to obtain

service improvement.
 Chapter 3

RESEARCH METHODOLOGY

This chapter dealt on the methods and materials used by the researcher

in the study. More specifically, it discussed the research design, research method

used, the subjects, the instrument, the procedure, and the treatment of data.

Research Design

This investigation made use of descriptive-correlation research design.

Descriptive research is a fact-finding methodology with adequate interpretation

of profiles, attitudes, opinions, views, and contrast characteristics of

communities, people, processes and events (Guevara & Lambinicio, 2011).

Descriptive research was utilized in the interpretation, analysis, classification and

tabulation of the respondent’s profile as well as the result of the creative writing

performance test to be conducted in the study. Moreover, the researcher

employed a correlation design that is used to discover or test the association of

two or more variables (Guevara & Lambinicio, 2011). This research design

established the relationship between the level of customer satisfaction in

TARELCO 1 along expectations, perceptions, and contentment.

An advantage of descriptive-correlation research is that it can be

employed to reveal general findings and characteristics of the particular group

under study. In addition, it can also formulate a principle or generalization that

can serve as basis for decision-making. In this present study, the result of level

of customer satisfaction in TARELCO 1 along expectations, perceptions, and

contentment will serve as a basis for the improvement of the customer

satisfaction.

Subjects of the Study and Sampling Scheme

This study will determine the costumers’ satisfaction in TARELCO 1. This

deems to find out the socio-demographic profile of the respondents in terms of

age, sex, monthly billing/consumption, occupation and civil status. It also seeks

to determine the level of costumers’ satisfaction in TARELCO 1. The researcher

delimited the present study in terms of expectations, perceptions and

satisfactions. There is no attempt on the part of the researcher to determine the

level of costumers’ satisfaction in other parts of it.

The primary respondents of this study are the member-consumers of

TARELCO 1. This is for the purpose of obtaining reliable and valid information in

getting the level of consumers’ satisfaction in TARELCO 1.

The subjects of the study are member-consumers of TARELCO 1. This

investigation employed a purposive sampling procedure. The researcher will be

using Non-probability convenience sampling. According to Saunder (2009), non-

probability sampling (or non-random sampling) provides a range of alternative

techniques to select samples based on the subjective judgment to answer

research questions and meet the objectives. In this study, convenience sampling
will be used because the subjects are based on the availability or preferences of

the researcher.

Research Instrument

This study employed a researcher-made and standardized questionnaire

as its main data-gathering instruments. The foregoing questionnaires will be

employed to find out the customer satisfaction in TARELCO-1. The questionnaire

is divided into two parts. The first part is consists of questions regarding the

socio-demographic profile of the respondent namely age, sex, monthly billing/

consumptions, occupation and civil status. The second part includes Customer

Satisfaction model, a 5-point likert scale, that will determine the overall service

quality of TARELCO 1 and satisfaction of customers along perceptions,

expectations and contentment. This will determine what should be done to

improve customer satisfaction in TARELCO 1.

Data Gathering Procedure

To be able to conduct the present study, the researcher will distribute the

questionnaire and gather data freely and righteously, with the approval of the

authorities from TARELCO 1 and concerned member-consumers of the said

organization.

The researcher will be providing the two sets of questionnaire. Part 1 is a

demographic profiler that will get their age, sex, monthly bill/consumption,

occupation, and civil status and Part 2 is the Customer Satisfaction Checklist that
will determine the satisfaction of the costumer in terms of expectation,

perception and contentment.

Statistical Treatment of the Data

The sets of data gathered will be organized, analyzed and interpreted in

accordance with the order of the specific research problems.

To answer problem number 1, the use of frequency counts, percentage,

weighted mean and rank distribution for the profile variables of the respondents

in terms of age, sex, monthly bill/consumption, occupation, and civil status.

To answer problem number 2, mean, kurtosis, skewness and standard

deviation will be used in Costumer Satisfaction Checklist. In determining the

customer satisfaction of the respondents, the researcher will use the Score

Range for Traverse and Cooper Measuring Instrument, a scale from Meimban

(2012) as shown below:

Descriptive Rating Descriptive Equivalent

1.00-1.79 Not Satisfied (NS)
1.80-2.59 Moderately Satisfied (MS)
2.60-3.39 Satisfied (S)
3.40-4.19 Highly Satisfied (HS)
4.20-5.00 Very Highly Satisfied (VHS)

To answer problem number 3, Analysis of Variance (ANOVA), Chi-square,

t-test and Correlation Pearson will be used to determine the relationship between

the profile variables of the respondents and customer satisfaction. These will
determine the profile variables of the TARELCO-1 customers that have a

significant relationship to their customer satisfaction at the set alpha of 0.05 level

of significance.
 QUESTIONNAIRE
CUSTOMER SATISFACTION IN TARELCO 1: BASIS FOR IMPROVEMENT

Part 1- Socio- Demographic Profile

Instructions: Please put a check mark ( ) to fill-out the needed information
below. Rest assured that your responses will be held with high confidentiality.

Name(optional):_________________________________________________

Age: Below 25 26-35 36-45

Sex: Male Female

Monthly bill/consumption:

1-15 kwph (9.67 or 72.53php) 201-300 kwph(9.67 or 2,901.00php)

16-20 kwph (9.67 or 183.73php) 301-400 kwph(9.67 or 3,868.00php)

21-100 kwph(9.67 or 967.00php) 401-500 kwph(9.67 or 4,835.00php)

101-200 kwph(9.67 or 1,934.00php)

Civil status: Single Married

Widowed Separated/Annulled

Occupation:
Business Man Teacher

Police Man Farmers

Others (please specify):_______

Part 2: The Level of Customer Satisfaction in TARELCO 1
Direction: Listed below are levels of customer satisfaction in TARELCO 1 in terms
of expectations, perceptions and contentment. Please read the items and put a
“check mark” in the box by using the rating scale below based on the Five Point
Likert’s Scaling Technique reflected here under.

Descriptive Rating Descriptive Equivalent

4.20-5.00 Very Highly Satisfied (VHS)
3.40-4.19 Highly Satisfied (HS)
2.60-3.39 Satisfied (S)
1.80-2.59 Moderately Satisfied (MS)
1.00-1.79 Not Satisfied (NS)

Qualifying Statement 5 4 3 2 1
Expectations

1. TARELCO-1 have up-to-date equipment.

2. They provide their services at the time
they promise to do so.
3. When I have a problem, they show
sincere interest in solving the problem.
4. They keep their records accurately
5. Employees make information easily
obtainable.
6. Employees give prompt services to
us.

7. Employees are always willing to help me.

8. Employees are never too busy to
respond to my requests.

9. Employees of TARELCO-1 understand the

specific needs of their customers
10. Physical environment of TARELCO-1 is
clean.
Perceptions
1. Operating hours is convenient for
customers
2. Physical facilities are virtually appealing.
3. Employees are well dressed and appear
neat.
4. Employees are polite to customers.
5. When a customer has a problem,
employees show a sincere interest in
solving it.
6. Employees make information easily
obtainable by the customer
7. The employees understand the specific
needs of their customer.
8. Employees give prompt service to
customers.
9. Provider give customers individual
attention.
10. Employees keep their records accurately.
Contentment
1. Customers feel safe in their transactions
with the employees
2. The behavior of employees instill
confidence in customers
3. TARELCO-1 provides quality electricity.
4. Whenever there is an electricity shortage,
TARELCO-1 responds immediately.
5. TARELCO-1 values me as a customer
6. The employees of TARELCO-1 are
courteous
7. The bills I pay are reasonable.
8. TARELCO has modern equipment.
9. TARELCO customer service centers have
up-to-date equipment.
10. Customers feel safe in their transactions
with employees in the counters.
Source: Temba, Mary Louis, 2013
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PESA
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