Level of Customer Service Satisfaction in Buying Merchandise in Puregold Cainta

A Research Paper Presented To

The Faculty of Cainta Senior High School

Cainta Rizal

In Partial Fulfillment

Of the Requirements for the Course

Practical Research 2

JANELLE THERESE MONTECLARO

ANGELIKA MAE VILLAS

MARIEL SERQUILLOS

PRINCESS ALYSSA MAE FERMATO

JESSA MAE BANOSING

ALVIN MILLENA
 Chapter I

Background of the Study

Super market is a self-service shop offering a wide variety of food and household
products,organized into aisles.It is larger and has a wider selection than earlier grocery stores. In
this kind of market,people can just select and get what they wanted without disturbing staff's.

According to Jamie (2002), " Customer service is a series of activities designed to

enhance the level of customer satisfaction - that is, the feeling that a product or service has met
the customer expectation. Customer service can be expressed in personal and interpersonal
skills such as communication skills, listening skills, language, gesture and posture, telephone
techniques.

Everyone is faced with the consumption of goods and services everyday. During
consumption, the person evaluates goods,and the opinion is usually formed after consumption.
In order to ensure customer satisfaction, a marketer must study customer's behavior because it
helps to understand how customer's feel,think,and select product so they can adjust their
products according to the customer's.

If the customers of an organization are satisfied by quality services the result is that,
they will be loyal to them and consequently be retained by the organization, which is positive
for the organization because it could also mean higher profits, higher market share, and
increasing customer base.

This research aims to find out the customer's satisfaction in the services of a market
when buying merchandise.If the customer is not satisfied in their service it can cause problems
and may affect the market so they must make more strategies to keep the customer's
satisfaction.This study focuses on the Levels of customer's satisfaction in Buying Merchandise in
Wet market and Super market in Cainta Rizal.
Statement of the Problem

1. Profile of the respondents

Name:

Age:
Gender: PROCESS
INPUT OUTPUT
2. What is the level of customer service satisfaction in buying merchandise in Puregold Cainta in terms
• Interview with the
of :• Customer and Levels of customer
Cashier service customer
Puregold Cainta Rizal service satisfaction in
Availability of staff
• Data Gathering Buying Merchandise
•Service
Matrixhours
Questions in Puregold Cainta.
Baggage service
• Data Analysis
3. What are the significant difference in level of customer service satisfaction in buying merchandise in
Puregold Cainta when grouped according to •Validation
age?
4. What are the significant difference in level of customer service satisfaction in buying merchandise in
Puregold Cainta when grouped according to gender?
5. What are the significant difference in level of customer service satisfaction in buying merchandise in
Puregold Cainta when grouped according to educational attainment?

Conceptual Framework
 Feedback

The input show the respondents, customer , Puregold at Cainta Rizal. The matrix
question will be asked to the respondent to gather the necessary data.The process show for
interviews that we're going to analyze and interpret. Lastly the output show the Level of
Customers Service Satisfaction in Buying Merchandise in Puregold Cainta.

Significance of the study

Customer - This research would able to help them express their opinion if they satisfied of the
service's that they get in buying merchandise in two different market.

Groceries Owner - In this research paper,supermarket owner and wet market owner may use
this as their basis to improve their customer services moreover this research helps them to
lessen the cases of consumer that have problems in they're customer service.

Future Researchers - This study would be their future reference that must be applicable to the
future business owner or to people who wants to start their own business. The researchers aims
at knowing the opinion of customer's and help the Groceries owner to know what they should
to improve in terms of their customers service.

Scope and Delimitation

This study focuses on the Levels of customer satisfaction in Buying Merchandise

in Super market and Wet Market at Cainta Rizal.This study would utilize survey technique in
getting the sample.This selection of respondent is only (50) customer since there have a lots of
customer buying merchandise. This research is designed to have knowledge about the levels of
customer who satisfied buying merchandise in super market and wet market.

Review Related Literature

Customer service is an organization's ability to supply their customers' wants and needs.
Customer service is the provision of service to customers before, during and after a purchase. It
also means serving the customer, and involves all contact with the customer, be it face-to-face,
or indirect contact (i.e. dealing with complaint letter).

According to Jamier (2002), “Customer service is a series of activities designed to

enhance the level of customer satisfaction – that is, the feeling that a product or service has
met the customer expectation. Customer service can be expressed in personal and
interpersonal skills such as communication skills, listening skills, language, gestures and posture,
telephone techniques.

According to Turban et al (2002), it is a series of activities designed to enhance the level

of customer satisfaction - that is, the feeling that a product or service has met the customer
expectation. Customer service may be provided by a person (e.g., sales and service
representative), or by automated means called self-service.

Sureshchander et al (2002), points out that service firms have a difficulty envisioning
and understanding what aspects of the service that define high quality to the consumers and at
what levels, they are needed to be delivered. Also, that the aspect of managing a service
interaction also requires understanding the complicated behaviour of employees that find its
way into the customers perception of the service quality.

Zeithaml et al (2003) defines it as the customer’s evaluation of a product or service in

terms of whether the product or service has met his needs or expectations. Failure to meet
needs results in dissatisfaction, or a poor perception of the service quality.Satisfaction can be
acknowledged in various senses depending on what needs the customer had before the service;
it ranges from feelings of fulfilment, contentment, pleasure, delight, relief, and ambivalence.
Although it tends to be measured as a static quantity, it is dynamic and evolves over time being
influenced by a variety of factors.Service quality is one of those factors that contribute to
customer satisfaction, in other words a component of customer satisfaction measure.

Rust and Oliver (2000) say that a customer that is satisfied with a product or service
will raise their repurchase frequency and future expectations. Due to the customers higher
expectations it will become more difficult for the firm to satisfy the customers in the next
purchase cycle.

Carsky M.L (2000) providing in store consumer information has often been suggested
as a means of improving customer satisfaction and generating sales. Yet a search of the
literature did not uncover any empirical test of this relationship. A conceptual model depicting
the the linkages between the provision of information and both increased satisfaction and
higher sales volume was developed. An empirical test of the model was conducted as a
warehouse good store where an information program had been implemented one year prior
prior to the study.
 Looy et al (2003), points out the distinction between the two is a very important one.
The level of customer satisfaction is the result of the customers comparison of the service
quality expected in a given service encounter, with the perceived service quality. In addition, the
distinction is that in measuring customer satisfaction, the actual experience of the customer is
the basis of assessments while in service quality measurement the customer experience is not
required.

Fornell (1992) argues that changes in satisfaction are consequences from past
decisions. He continues to explain that quality is judged by the consumer and that the most
important measurement of quality is how it affects customer satisfaction

If the customers of an organization are satisfied by quality services the result is that,
they will be loyal to them and consequently be retained by the organization, which is positive
for the organization because it could also mean higher profits, higher market share, and
increasing customer base.

Chapter II
 METHODOLOGY

RESEARCH DESIGN

The researchers use Descriptive Quantitative Research as a research design. The

descriptive research involves the collection of data to either hypothesis or describes the

variables mentioned in the study. Data which are typically numeric are collected through

survey, interviews or observations. Descriptive research is very important to researcher

studies because that will be the guide to gather evidence on people knowledge,

opinions and other data. The researchers need to interview a respondent one at a time.

No matter what the respondents answer that will very important.

INSTRUMENTS AND TECHNIQUES

The researchers will use Survey Questionnaire in order to gather data.

Questionnaires are measurement tools for example, questionnaire or scale (See

Appendix A). In order to conduct the study outside of school premises. The researchers

created a Permit Letter to gather data. (See Appendix B). To insure the privacy of the

respondents the researchers create an Inform Consent Form( ICF). The ICF is the

document that participants must sign before participating in a clinical research study

(See Appendix C).

SAMPLING TECHIQUE

The researchers use Purposive sampling technique. A purposive sample is a

non-probability sample that is selected based on characteristics of a population and the

objective of the study. Purposive sampling is also known as judgmental, selective, or

subjective sampling. The researcher use this type of sampling because it can be very

useful in situations when you need to reach a targeted sample quickly, and where

sampling for proportionality is not the main concern. The researchers use these

sampling technique to conduct data and to collect more information.

PARTICIPANTS

The researchers participants are the customer who buy merchandise in Supermarket.

The participants or respondents are limited because there have many customers in

Cainta.

RESEARCH LOCALE

Cainta, officially the Municipality of Cainta, (Tagalog: Bayan ng Cainta), is a 1st

class municipality in the province of Rizal, Philippines. According to the 2015 census, it

has a population of 322,128 people. It is one of the oldest municipalities in Luzon

(founded on August 15, 1571), and has a land area of 4,299 hectares (10,620 acres).

Cainta serves as the secondary gateway to the rest of Rizal province from Metro

Manila. With the continuous expansion of Metro Manila, Cainta is now part of Manila's
conurbation, which reaches Cardona in its easternmost part, and is therefore one of the

most urbanized towns. According to the 2015 census, it has a population of 322,128

people making it the second most populous municipality in the Philippines (after

Rodriguez, Rizal). The researchers choose Cainta as the areas to conduct study in

Supermarket.

Figure 2: Research Locale of Supermarket in cainta

DATA GATHERING PROCEDURE

Permission to conduct the study will be secured by the researcher from the

school of Cainta Senior High School. The researchers created a Permit Letter which is

the evidence that principal and the research teacher approved that they can gather data

outside of school premises. Then the researchers created an Inform Consent Form that

the respondents will sign it before answering the survey questionnaire. The researchers

created their own survey questionnaire to personally distribute to the costumer who buy

merchandise in Supermarket.
TREATMENT OF DATA

The information gathered will tabulated and process manually and with the aid of

the computer to determine the precise interpretation of the results. Matrix table will

made to organize, summarize and analyze data gathering for easy determination of its

difference from each other. Data will collected, tabulated and analyzed the following

statistical tools will use in the analysis of data:

FREQUENCY AND PERCENTAGE DISTRIBUTION

A frequency and percentage distribution shows us a summarized grouping of data

divided into mutually exclusive classes and the number of occurrences in a class. It is a

way of showing unorganized data notably to show results of an election, income of

people for a certain region, sales of a product within a certain period, student loan

amounts of graduates, etc. Some of the graphs that can be used with frequency

distributions are histograms, line charts, bar charts and pie charts. Frequency

distributions are used for both qualitative and quantitative data.

WEIGHTED MEAN DISTRIBUTION

A weighted mean is a kind of average. Instead of each data point contributing equally to

the final mean, some data points contribute more “weight” than others. If all the weights

are equal, then the weighted mean equals the arithmetic mean (the regular “average”

you’re used to). Weighted means are very common in statistics, especially when

studying populations.