University of the East-Manila

Senior High School

Chapter 4

This study represents the main point of the research. Chapters’ 1 to 3

shows information about the purpose of this study, the research questions and
hypothesis. It describes how the methods were applied to the overall body of the
research subject. The researchers gathered a quantitative, descriptive research to
know what various is related to consumer satisfaction and service quality in terms of
the rating along Morayta, Manila. Central tendency is a central value or a critical value
for probability distribution. It’s occasionally known an average or centre of the
distribution. The simplest measures of central tendency are the arithmetic mean,
median, and mode. The standard deviation (SD) (or sigma, σ) value measures the
amount of variation or dispersion from the average. A low value of standard deviation
represents that the data points tend to be very close to the mean; a high value of
standard deviation indicates that the data points are spread over a large range of
values. The quantitative data collected from respondents were analyzed using the
mean score method. The frequency and percentage of response of consumers in the
Likert scale was also calculated. Extremely Agree (7), Strongly Agree (6), Agree (5),
Moderate (4), Disagree (3), Strongly Disagree (2), and Extremely Disagree (1).

The strategies for information accumulation and information examination have

been talked about in part 3. The discoveries of this examination were used to define
suggestions to streamline the usage of administration quality and consumer loyalty
evaluations in 7/11 stores.

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Table 1

Variables Rarely (1) Infrequently (2) Moderately (3) Frequently (4) Always (5)
X
Y

Table number one shows the Rarely (1), Infrequently (2), Moderately (3),
Frequently (4), and Always (5)

Table 2

Question 1 Equivalent Percentage

Rarely (1) Infrequently (2) Moderately (3) Frequently (4) Always (5)

When I’m
looking for
tutorial services
in social medias,
the reviews
presented on
the website are
helpful for my
decision
making.

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Table 3

Question 2 Equivalent Percentage

Rarely (1) Infrequently (2) Moderately (3) Frequently (4) Always (5)
I trust the review
of an individual if it
has known source
identity

Table 4

Question 3 Equivalent Percentage

Rarely (1) Infrequently (2) Moderately (3) Frequently (4) Always (5)
The number of
review affects my
purchase decision

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Table 5

Question 4 Equivalent Percentage

Rarely (1) Infrequently (2) Moderately (3) Frequently (4) Always (5)

I look for tutoring

services in social
media sites

Table 6

Question 5 Equivalent Percentage

Rarely (1) Infrequently (2) Moderately (3) Frequently (4) Always (5)

Having high ratings

of the social media
sites of tutoring
services can affect
my purchasing
decision

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Table 7

Question 6 Equivalent Percentage

Rarely (1) Infrequently (2) Moderately (3) Frequently (4) Always (5)

When I am looking
for tutorial services
in social medias,
the impact of
positive online
reviews on my
purchasing
decision is great

Table 8

Question 7 Equivalent Percentage

Rarely (1) Infrequently (2) Moderately (3) Frequently (4) Always (5)

Having negative
online reviews of
business tutorial
services can affect
my decision
making in availing
services.

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Chapter 5

This chapter presents the summary of findings, conclusions, and

recommendations based on the data analyzed in the previous chapter.

Findings
Customer satisfaction is the concept of the companies to surpass the customer
expectation. Customers consider to determine their own satisfaction with a transaction
and a place where can they easily get comfortable. The study is a quantitative study
wherein it was designed to know the customer satisfaction and service quality ratings
in 7/11 stores along University Belt, Manila. The total number sample of this study
comprised of random respondents in 7/11 with age range 12 to 72. The whole sample
consist of total 235 respondents. The selected sample was administered on service
quality and customer satisfaction. In order to obtain the data for service quality and
customer satisfaction, the percentage of the total marks obtained by the customers of
7/11 were used. Hence, the overall data respective to each variable was collected.
The study of reviewed literature regarding the customer satisfaction and service
quality, and also the factors that influencing these two variables.

Conclusions
According to the survey of random respondents, specifically those who usually
seek the service of a convenient store, their reaction varies but most of them are
positive. Most of them are satisfied of the services offered by the personnel. 7/11 store
became the customer’s meeting place during vacant time or after class and work.
Additionally, the place is clean and presentable.The 7/11 stores products are being
check so that quality control can assured that the products are good as new.

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The service on 7/11 store are fast, this is what a customer wants, to be
accommodated right away since most of them are in a hurry. Personnel of 7/11 are
helpful when a customer ask something and they try to accommodate the customer’s
needs. Students along University Belt and other customers (those who are employed
around U-Belt) indicated that the price are a little bit higher compared to big grocery
stores. Some of their needs are not available compared to grocery stores. On the other
hand, 7/11 stores only offered package of basic need such as foods, drinks, and
toiletries, etc. Customers were satisfied with selected attributes, teenagers to
adolescents agreed that employees in 7/11 retail stores are consistently courteous
with customers. The survey questionnaires provided evidence that five (5) factors such
as expectations, product quality, service transaction, environment, and convenience
issues have a significant connections with customer satisfaction and service quality
ratings.

Recommendation
Expectations, product quality, service transaction, environment and
convenience issues has been found to be significant factors in service quality and
customer satisfaction ratings among customers of 7/11. The 7/11 stores should
improve their product availability. It is necessary for 7/11 personnel to maintain a warm
and safe transactions with their customers. The personnel and the owner of 7/11 must
help in maintaining the layout of the store since the store is the rest area of customers.
These recommendations can be achieved by maintaining the the factors of 7/11 stores
such as the expectations, product quality, service transaction, environment and
convenience issues in terms of customer satisfaction and service quality ratings.

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Bibliography
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https://www.emeraldinsight.com/doi/abs/10.1108/IJCTHR-10-2014-
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A Descriptive Research: Customer Satisfaction and Service Quality ratings in 7/11 stores along
University Belt, Metro Manila.

l. Demographic Profile
Direction: Kindly fill the following with the correct information about yourself.

Objectives:

✓ To know the service quality rating of 7/11

✓ To determine the customer satisfaction of 7/11
✓ To know the customer’s satisfaction based on the service quality
Note:

To the respondents

The security of the information that you’ll be providing will be strictly protected and preserved to
maintain the privacy and confidentiality of the results. And the results of the research study will be use
solely for the purpose of the study and that information provided by the respondent/s will not be
associated with any of the results that may be published or will be reported.

Thank you for your cooperation.

-Researchers

Name: Age: Gender:

Nature of Work/Business:

How do you often go to 7/11 store? _1-2 times _3-4 times _5-6 times _others

ll. 7 Point Likert Scale

Direction: Put a check on the column of your answer.

Objective:

✓ The study aims to now the ratings of service quality of 7/11 convenience
stores along University Belt, Metro Manila.

Legend:

➢ Extremely Agree = 7
➢ Strongly Agree = 6
➢ Agree = 5
➢ Moderate = 4
➢ Disagree = 3
➢ Strongly Disagree = 2
➢ Extremely Disagree = 1

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Service Quality 7 6 5 4 3 2 1

1..Employees in 7/11 retail store are consistently

courteous with customers.

2. The 7/11 stores performs the service right at

the first time.

3. The 7/11 stores employees has enough

knowledge to answer the customer’s questions.

4. The 7/11 stores is willing to handle returns and

exchanges.

5. The 7/11 stores operating hours convenient for

all their customers.

Customer Satisfaction 7 6 5 4 3 2 1

1. The physical facilities at the 7/11 stores are

visually attractive.
2. The 7/11 Stores have a comfortable lounge
area for individuals and groups.

3. Customers feel safe in their transactions with

the 7/11 store’s personnel.

4. The customers find the prices of the products

much cheaper in 7/11.

5. The stores layout in 7/11 store makes it easy

for customers find what they need.

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Demographic Profile

Gender Value Percentage Age

Students Male 78 0.33 16.92

Female 95 0.40 18.15

Employers Male 20 0.09 30.86

Female 29 0.12 26.83

House Wife Female 1 4.26 48

Senior Citizen Female 1 4.26 78

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