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Chapter 1 THE PROBLEM AND ITS BACKGROUND Introduction The customers and clients are the core of any successful operation. With the customers’ expectation evolving so quickly, firms and companies were often asked a basic but critical question of ―what is quality in customer service?‖ Then similar and related questions often follow: does the company provide such quality customer service and how can the company improve the customer service quality framework? Given how fast services are evolving, these questions have never been as important as now. Over the past two decades, the theory and practice of customer service quality has received considerable attention from academics and practitioners alike. Viewed as a means by which customers distinguish between competing organizations, customer service quality is known to contribute to market share and customer satisfaction. Thus, the pursuit of quality customer services in both private and public sector organizations is driven by the need to survive and remain competitive according to (Barker and Kandampully (2007). Quality in customer service happens when customers are pleased and satisfied with the service offered. When the service provider delivers services that is expected of them, or even goes beyond what is expected, then that is when one can probably sa y that there is quality in customer service. Customer satisfaction goes hand in hand with service quality as pointed out by Oliver in 2009. Customer satisfaction and service quality are

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two distinct nonetheless related construct. Customer satisfaction occ urs when the service provider meet or exceed the perceived expectation of the customer.

The ability to achieve customer satisfaction is what service quality is all about. The customers are the bread and butter of any company or organization, without their support, companies will go bankrupt and organizations will be tagged ineffective. Sakthivel et al. in 2005 mentioned that customer loyalty and satisfaction are considered key determinants to with regard to the long term survival and fiscal performance of a company. Also, customers are the best critics in gauging the quality level of any product or service. Considering how important the customers are, the outlooks and expectations of the customers are without doubt valued and at all times put into considerat ion. Service quality is based on the overall evaluation of service experience of the service receivers (Jones & Suh, 2000). These emphasize the fact that customer satisfaction is based on experience with the delivery of service and also the result of service. Customer satisfaction is considered as a standpoint. Having a satisfied customer can greatly affect any service related organization. This could also affect the durability of any services offered.

According to the study of Hui Chui Chen (2012) A Study of the Enhancement of service quality and satisfaction by Taiwan MICE Service Project it finds out that the MICE Service Project correlates with the enhancement of service quality, in which to train and to certificate professionals, to launch new exhibitio ns, and to improve hardware facilities in the exhibition place have more impacts on enhancing the quality. Therefore, to improve the effects and the outcomes of service project implementation may enhance DON HONORIO VENTURA TECHNOLOGICAL STATE UNIVERSITY

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the service quality, which would influence positively on the development of the industry. Furthermore, assurance and empathy both have significant effects on and explanatory abilities to the degree of satisfaction, implying that offering consideration and attention timely have significant effects on the degree of participants’ satisfaction.

The service employees are like the façade of an organization. They are the frontlines with whom the customers directly interact. Basically, they can openly influence and change a customer’s view of the organization as a whole. An employee who functions effectively pleases a customer and thus creating a positive image for the organization. On the other hand, if the employee performs poorly, the dissatisfaction creates a negative image for the organization. Zeithaml and Bitner (2000) explained that employees’ interaction represents the organization and can absolutely impact customer satisfaction. A fine- looking, respectful and credible front liners and head-on employees are a must. They are the heart of the organization and how they satisfy a customer affects how the public perceives the organization. According to Kurtenbach (2000), customer service is the provision of service to customers before, during, and after availing the service. The mindset of the customer before receiving the service is what is called the customer’s expectation. After availing the service, customers who were satisfied will re-avail the service. On the hand, if the customers had a bad experience and were dissatisfied, these customers will shift to another service provider and thus leaving a bad publicity for the company. A failure in customer service is a big lost for the company. Most of the organizations and company who are successful in customer service rank their customers experience as the top priority.

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The study of Turban et al., in 2002 regarding customer service states that customer service is a set of action designed to improve the level of customer satisfaction. When the product or service has met the expectation of the customer, customer satisfaction is achieved. Traditionally, customer service may be provided by a person like sales and service representatives. Personal and interpersonal customer service includes different skills like listening skills, communications skills, language aptitude, posture and gestures, and telephone call handling. An employee with a better skill sets is expected to be more effective and efficient. These personal and interpersonal skills help service providers relate to customers better. Today services can be obtained through non- conventional means in forms of automated and self-service machineries.

Regardless, as long as

services met the expectations of the customer, service satisfaction is guaranteed. A better understanding of the needs of the customer can give a c learer picture of the customer’s problem and expectation, and hence improves problem solving and the service offered. As the popular saying goes, ―the customers are always right‖, proves that the current trend in the service industry is progressively becoming customer- focused and is driven by costumers’ demands. It may sound so simple and yet difficult to attain. Since it involves such intangible behavioral processes, quality in customer service is far more complex and needs deeper understanding of the customer’s expectation and needs.

Any service

provider would always aim to satisfy their customers, for it forge loyalty among customers and thus securing the longevity of company or organization. The customers are the ultimate decision makers for business deals and purchases of products (Parker and

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Matthews, 2001). To be successful in any industry, it is important to understand what the customers’ wants, where they want it, and in the quantity and at the price they want it.

Understanding the needs and perception of the target customers is very essential. Ettore (2001) stated that the delivered quality of service determines the level of satisfaction of the customer even if what is perceived as quality by one customer may not essentially be the same to another. It is therefore important to understand the current customers’ data. To succeed in today’s marketplace, organizations and companies need to build customer relationship and not just improving the products. Kotler et al., in 2002 defines building customer relationship as delivering superior value over competitors to the target customers. Higher levels of quality lead to higher levels of customer satisfaction. Satisfied customers can directly or indirectly market the organization, thus up surging customer base and hence profitability. Quality service is the bridge to satisfy the customers, earn their loyalty and keep them at the end. Most companies are adopting quality management programs which aim to improve the services being tendered.

The study of Archakova in 2013 says that customer satisfaction and service quality are one of the basic proponents that aid business improvement and save the customers loyalty. It is imperative to understand what the customers think with regard to the company’s quality of service. It is also important to check the adequacy of customer satisfaction level and its ability to entice more customers and keep those who have been dependable to the company for years. In the private sector, good service is a result of organized corporate culture, which can be considered as a kind of social culture in general. DON HONORIO VENTURA TECHNOLOGICAL STATE UNIVERSITY

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Delivery of service and service quality is more difficult in the government. It is not solely a matter of meeting the needs of its citizens but of finding out unspoken needs, aligning priorities, and allocating resources (Gowan et a.l, 2001). In the public sectors, it is always a challenge to deliver quality and efficient government services. Service quality practices in government are usually slow. This is further made worse by irregularities of structures and processes, which by all intents and purposes are meant to ensure accountability, transparency and efficiency in the government. Government funds meant for improvement would often travel to different approving channels which are not only time consuming but also gateways for corruption. Service quality in the government is further worsened by difficulties in measuring results, scrutiny from the public and press, lack of freedom to account in an arbitrary approach, and requirement for judgments to be based on law (Teicher et al., 2002). The government is inherently restrained in the delivery of quality services. Researchers and practitioners would continually conduct studies and researches to improve customer service in the government.

Globally,

different government around the world would implement total quality management programs that were being sustained. Customer service themes decades ago are continually and until now were being used and improved (Kluse, 2009).

Service quality is a very important concept that government employees must understand in order to remain its customer satisfied. It is very important for employees especially those who interact face to face with the customers to know how the concepts are being measured from the consumers’ perspective in order to better understand their

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needs and satisfy them. Service quality is considered important because it leads to a higher customer satisfaction (Chingang Nde Daniel and Lukong Paul Berinyuy, 2010).

In the study of Komal Chopra (2014) Empirical Study on Role of Customer Service in Delivering Satisfaction at Branded Retail Outlets in Pune. The aim of the paper is to determine the prominent factors that are important in delivering customer satisfaction at branded retail outlets in Pune. Secondary data has been collected through research reports and research journals related to human resource and retailing. Primary data is being collected through informal interviews and structured questionnaires administered to front end employees and customers visiting selected retail formats in Pune and Mumbai. Data was collected through a structured questionnaire administered to 200 respondents who visited the malls in the two cities. Factor analysis was carried out to analyze the data. The results indicated that caring, problem solving, committed and helpful salesmen play an important role in delivering customer satisfaction. Hence salesmen skills are important in customer satisfaction. The research will help retailers in designing marketing programs that will help give superior customer service. Good service leads to customer satisfaction and retention and profits for the retailers. This will also help the retailers to have a loyal customer base.

The quality of services in the public sector has been an emergent concern in the Philippines. Munhurrun, Bhiwajee, and Naidoo (2010) stressed that the public sector is responsible and accountable to the citizens and the community, similar to most service organizations, the public sector is required on improving the quality of its services in a continuous basis. Philippine government services are frequently criticized for having DON HONORIO VENTURA TECHNOLOGICAL STATE UNIVERSITY

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slow processes, outdated service equipment, and run-down facilities. Most of these criticisms lead to conclusions of some citizens that associate it to corruption in the public sector. Conversely, the citizens do not have a way of expressing their expectations and justifying their satisfaction or dissatisfaction on public services in quantifiable terms, and in turn, the public sector also does not have a regular means of identifying the satisfaction of their customers in quantifiable terms. This creates an opportunity for the adaption of Servqual Model in a Philippine public service scenario. It is important for the Philippine public sector to maintain its credibility and reputation so they should allow the citizens to express their satisfaction or dissatisfaction and hear them out. Literature evidently supports the use of Servqual Model in the public sector.

Ladhari (2009) suggested that the service q uality model is a good scale in measuring good service quality and customer perception of service in various industries, however in order assure reliability, researchers need to choose the most appropriate dimensions to fit for a particular service. Rehman (2012) utilizes the said model to check on the relationship among the technical and functional quality, internal and externa l cues that may influence the organization’s image and quality of service towards customer’s satisfaction. The model also tries to establish the connection between perceived expectations of the customers on customer’s satisfaction when service quality plays an interceding role. The relationship between customer satisfaction and service q uality shows distinctive results on the relationship between the service quality dimensions, and service quality and customer satisfaction (Agbor et al., 2011). Service quality is significantly related to empathy, reliability, and responsiveness. Customer satisfaction is

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also significantly related to empathy and responsiveness. It implies that in the service sectors, service quality is not the only element that could lead to customer satisfaction. The service quality dimensions may also vary in different service sector and that organizations in the different sectors need to utilize and if possible augment the dimensions of service quality. This includes marking different cues that needs improvement and establishing a protocol for service quality. It is important that the management should specify a framework by formalizing the service quality practices that will improve their ability to satisfy their customers.

SERVQUAL model can be used in the academe service management (Tan et al., 2001). Educational institutions struggle for higher service quality and competitive advantage. The assessment of educational service quality is necessary to understand the feedbacks on the effectiveness of educational plans and implementation. SERVQUAL model was used to measure student satisfaction. It establishes the effectiveness of the approach in collecting students’ perceptions, analyzing them, and reducing them to a form usable by management as a service quality measurement tool. It uses the elements concerning student services that are surveyed using the SERVQUAL model.

In the study of Tan and Kek (2004), customer service and quality are dynamic forces in the business community. As higher education institutions struggle for competitive advantage and high service quality, the assessment of educational service quality is necessary to provide motivation for and to give feedback on the effectiveness of educational plans and implementation. This study presents an enhanced approach in using SERVQUAL for measuring student satisfaction. It involves the use of factors concerning DON HONORIO VENTURA TECHNOLOGICAL STATE UNIVERSITY

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student services that are questioned and surveyed using the SERVQUAL methodology. A rigorous analysis demonstrates the effectiveness of the approach in collecting students’ perceptions, analyzing them, and reducing them to a form usable by management as a service quality measurement tool.

A study conducted locally was done to assess the quality of service of Soc ial Security System Calamba Branch (Gonzales, 2015). The study focuses on determining the perception and expectation of the SSS members serviced by the branch. The researchers utilized a survey questionnaire based on the five dimensions of service quality model. After testing the hypothesis, the researchers found out that the level of expectations of the members of SSS is always significantly higher than their perceptions. It was also concluded that there is a moderate positive linear relationship between t he customer’s expectations and perceptions, and thus the relationship is significant.

Another study (Bituin, 2017) conducted at Don Honorio Ventura Technological State University assessed the service quality of enrolment as perceived by the students, and was able to measure the quality service of the university through the five dimensions with regard to tangibility, reliability, responsiveness, assurance, and empathy. The study revealed that students’ perception has a significant connectio n when correlated accordingly.

The service industry plays an indispensable role in the economy of any country. Both the private and public sectors play very useful roles in the service industry. The role of the government in the delivery of quality services is even more vital in developing

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countries. Clients’ needs and expectations may vary from time to time when it comes to governmental services.

In the government, customer service has become part of the working trend of researchers and practitioners. Public servants are mandated by the law to serve with utmost responsibility, integrity, loyalty, and efficiency (Article XI of the Philippine Constitution, 1987). Citizens expect a lot from government agencies. This can be extra challenging especially to agencies collecting taxes. Taxes support government operations, and these agencies are put under a tremendous amount of pressure to deliver effective customer service at the same time customer satisfaction .Most of the time, expectations are met with disappoints, due to poor customer services experiences. Tourism Infrastructure and Enterprise Zone Authority (TIEZA) like any other government agency faces the same dilemma.

The Tourism Infrastructure and Enterprise Zone Authority (TIEZA) or formerly known as the Philippine Tourism Authority, is a sub-agency of the Department of Tourism, whose responsibility is to implement policies and programs of the department pertaining to the promotion and development, and supervision of tourism projects in the Philippines. TIEZA is the Department of Tourism’s implementing arm in providing provision infrastructures and enabling investments in tourism enterprise zones across the Philippines. This is carried out through its main functions — infrastructure in the tourism enterprise zones; management of its existing assets or facilitation of their privatization; and administration of the collection of the Philippine Travel Tax.

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Through the related literatures, it can be concluded that quality of service plays a crucial role in the success of a department, agency or industry. As a concern employee of the Travel Tax department in Clark International Airport, this motivated the researcher to explore the present subject of interest in Clark International Airport. In order to provide excellence in public service mainly on its core process in Travel Tax, TIEZA pursues continual improvement of its systems and gives value to quality customer service. Understanding the importance of customer service in the government is important to realizing the full potential of the government customer. Another reason for the researcher for pursuing this study is that when it comes to collection of taxes, its sector’s customer satisfaction ratings is at an all-time low, and therefore making radical assessment and improvement in the government customer experience is needed. This study is different from others for it investigates and understands the level of customer service of Travel Tax personnel under TIEZA specifically at Clark International Airport. It utilizes the dimensions of service quality in terms of tangibility, reliability, responsiveness, assurance and empathy. This study also sought to assess the nature between service quality and customer satisfaction. These assessments serve as baseline data for enhanced customer service quality framework.

Conceptual/Theoretical Framework

The Service Quality (SERVQUAL) instrument is a model used by service providers to evaluate the quality of service they render to service receivers. The service receivers evaluate the quality of a service on five distinct element namely tangibility, reliability, responsiveness, assurance and empathy. The SERVQUAL consists originally of 22 DON HONORIO VENTURA TECHNOLOGICAL STATE UNIVERSITY

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statements regarding the service receiver’s perceptions on the quality of a service. The meeting of the expectations of the service receivers underpins the delivery of good perceived service quality; hence excellent service quality is exceeding the service receivers’ expectations. The service receivers’ expectations are beliefs about a service that serve as standards against which service performance is judged (Zeithaml and Bitner, 2000). This model is useful in equipping the researcher valuable insights and improves the quality of service of the Travel Tax Unit o f C lark I nte r natio na l Airport. Precisely, the SERVQUAL is designed to help the researcher to identify areas of service weakness in order to implement improvement strategies. Ideally, it also acts as an early warning framework as it is used to track service quality over time, providing long-term trends, performance benchmarks and the early identification of deterioration in specific service area.

Input

Process

Profile of the Respondents age sex highest educational attainment Assessment of the quality of customer service of Travel Tax personnel

Data gathering procedures through:

tangibility reliability responsiveness assurance empathy Problems encountered and their proposed solutions

Analysis of Data through:

Survey questionnaire Unstructured interview Documentary materials

Output

Inputs for Process Improvement.

Qualitative and Quantitative Analysis of Data

Feedback Figure 1. Schematic diagram of the study DON HONORIO VENTURA TECHNOLOGICAL STATE UNIVERSITY

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The input frame is about the respondents’ profile. It includes basic demographic data of Travel Tax personnel in Clark International Airport. It also covers the assessment of quality service rendered as per Service Quality model; these were measured in terms of tangibility, reliability, responsiveness, assurance and empathy. The process fame covers the information gathering procedures via survey questionnaire and unstructured interview. After the assessment and validation of collected data, statistical treatment and interpretation followed. This frame covers quantitative and qualitative analysis with the aid of appropriate statistical tools that helped the researcher arrive at a valid and justifiable output. The output frame covers the proposed inputs for process improvement. It conveys the proposed enhancement of the quality customer service framework of Travel Tax personnel of Clark International Airport. Statement of the Problem This study assessed the quality of customer service of Travel Tax personnel at Clark International Airport. Specifically, the study sought answers to the following questions: 1. How may the profile of the respondents be described in terms of: 1.1. age; 1.2. sex; and 1.3. highest educational attainment?

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2. How may the respondents assess the customer service quality of travel tax personnel in terms of the following dimensions: 2.1. tangibility; 2.2. reliability; 2.3. responsiveness; 2.4. assurance; and 2.5. empathy? 3. Is there a significant relationship between the profile of the respondents and their assessment on customer service quality of Travel tax personnel? 4. What are the problems encountered by the respondents in the delivery of services of Travel tax personnel and their corresponding proposed solutions? 5. Based on the findings, what inputs maybe proposed to improve the quality of customers service rendered by the Travel tax personnel of Clark International Airport? Hypothesis The following is the hypothesis of the study: There is significant relationship between the profile of the respondents and their assessment on the customer service quality of Travel Tax personnel. Significance of the Study This study is significant to various stakeholders. To wit: Tieza Administrator. The output of this study would endow with a significant awareness to take necessary steps in enhancing the delivery mechanism of customer service quality of the agency. DON HONORIO VENTURA TECHNOLOGICAL STATE UNIVERSITY

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Travel Tax Pe rsonnel. The study would shed light on the strengths and weaknesses of the employees when it comes to customer service and thus that awareness will be useful in improving oneself. Clientele. The primary beneficiaries of the study are the customers of Travel Tax Unit. In order to maintain or improve the quality of service of the agency. MPA Students. The findings of the study could be used as reference for the MPA students in conducting their research in the field of customer service quality o r in the same line of research. Future Researchers. This study would further enhance and increase the researcher’s knowledge with regards to the customer service quality. Scope and Delimitation This study focused on the customer service quality of the travel tax personnel at Clark International Airport; therefore the reliability of the results restricts the extent to which the findings can be generalized across the Philippines public service. Secondly, this study looked at the perception of the customers to the service quality of Travel Tax personnel of Clark International Airport, thereby excluding the views of the whole travel tax agency or TIEZA. The research is limited to the assessment of Travel tax personnel of Clark International Airport, other airports and satellite offices of Travel Tax are not included in the study. A total of 150 respondents were included in the study .They were clustered as follows: fifty (50) permanent residence, fifty (50) OFW dependent, and fifty (50) tourists. The researcher used the Survey Monkey Sample Calculation. Based on the computation a DON HONORIO VENTURA TECHNOLOGICAL STATE UNIVERSITY

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total of 150 respondents were chosen purposively in the study. The clientele were asked to assess the quality of service rendered by the Travel Tax personnel of Clark International Airport in terms of reliability, responsiveness, assurance, empathy and tangibility. The study includes the relationship between the profile of the respondents and the assessment of service quality provided by the Travel Tax personnel of Clark International Airport from within the month of May 2018. Definition of Terms The following terms are hereby defined technically and operationally within the context of this study. Assurance. Technically, this refers to the knowledge and courtesy of employees and their ability to inspire trust and confidence Daniel and Berinyuy, 2010). Operationally, it refers to the ability to instill confidence in clients, being courteous at all times, assure the safety of the clients transaction and being knowledgeable to answer customers’ questions. Custome r Service. It is the act of providing clientele needs and delivering professional quality services and assistance before, during, and after the customer's requirements are met (Mckinny, 2011). In this study, customer service refers how the Travel Tax personnel rendered quality of service. Custome r

Service

Quality.

An

evaluation

of

how

well

a

delivered service conforms to the client's expectations. In order to improve their service, DON HONORIO VENTURA TECHNOLOGICAL STATE UNIVERSITY

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to quickly identify problems, and to better assess client fulfillment. In the study, the customer service quality is what’s being offered by the Travel Tax personnel of Clark International Airport. Empathy. This means the capability to be comprehensive to another people's condition, point of view, feelings and perceptions (Salters-Pedneault, 2010). From the study, it is the ability to provide convenient office hours, to give personal attention, to understand the clients’ need and have clients’ best interest. OFW Dependent. These are the spouse and children of the Overseas Filipino Worker. .Operationally, OFW dependents serve as one of the respondents in the study. Permanent Residency. It refers to a person's resident status in a country of which they are not a citizen, they can stay in a certain country in an indefinite period. In this study, permanent resident in the other country is one of the respondents in the study. Presidential Decree (PD) 1183. A law on ―Amending and Consolidating the Provisions on Travel Tax of Republic Act No. 1478 as amended and Republic Act No. 6141, Prescribing the Manner of Collection thereof, Providing penalties for violations thereof, and for other purposes‖. The primary purpose of such law is to provide adequate funds for the government programs, simplify the collection of the tax, and minimize tax avoidance. Quality. The extents to which the customers or users believe the product or service reach their needs and expectations. It refers to the whole ness of features and characteristics of a product that bear on its ability to satisfy stated or implied needs.

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(International Standards Organization). It refers in the study as what is the quality of service offered by the Travel Tax personnel of Clark International Airport. Reliability. It deals to the accuracy and timeliness of the service provided Munusamy, Chelliah, and Mun (2010). In the study, it is the ability to show sincere interest in solving clients’ problems, provides appropriate service at the time promised and maintains error-free records. Responsiveness. It is to the willingness to help customers and provide prompt services Li and Suomi (2010). Operationally, it is the willingness to help and respond promptly to the request of clients and to inform clients when services will be performed. Tangibility. It is the tangible elements of a service and includes aspects such as the appearance of physical facilities, tools and equipment, personnel, and communication material (Santos, 2002). In the study, it deals to the updated equipment of the office, visually appealing physical facilities and materials associated with the service and welldressed and neat looking employees. Travel Tax. A levy imposed by Philippine government on individuals who are leaving the Philippines irrespective of the place where the air ticket is issued all Philippines passport holders, Foreign passport who stayed for more than one in the Philippines are mandated to pay Travel Tax except for OFW’s going to their jobsite. In this study it refers to the Travel Tax imposed to the clients of Clark International Airport. Thematic Analysis.

It refers to the method for identifying, analyzing, and

reporting patterns (themes) within data. It minimally organizes and describes the data set in detail (Braun and Clarke, 2006). The term refers to how the researchers classify the problems encountered by the respondents in the delivery of services.

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Tourist. It deals to people who travel and stay in places outside their usual environment, they travelled for a business, to visit a family and for a leisure trip. In these study tourists who are Philippine passport holder are the respondents in the study.

Acronyms CIA

-

Clark International Airport

OFW

-

Overseas Filipino Worker

PD

-

Presidential Degree

PR

-

Permanent Residence

POS

-

Point of Sale

SERVQUAL

-

Service Quality

SPSS

-

Statistical Packages for Social Sciences

TIEZA

-

Tourism Infrastructure Enterprise Zone Authority

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Chapter 2 METHOD This chapter presents the research design, respondents of the study, instruments used in gathering data, method of collecting data, ethical considerations and statistical treatment of data used in this study. Research Design This study utilized a mixed method research design. It is a procedure for collecting, analyzing and mixing both quantitative and qualitative data at some stage of the research process within a single study, to understand the research problem more completely (Creswell, 2002). The study is both qualitative and quantitative in nature. The researcher finds it more appropriate and suitable to use the mixed method concurrent triangulation design with the integration of both qualitative and quantitative approach. Concurrent Triangulation is a mixed method design consisting of two distinct phases and aimed to cross-validate or corroborate finding, within a study where both method were used to overcome a weakness in using one method with the strengths of another. The purpose of the concurrent triangulation design as to obtain complementary quantitative and qualitative data on the same topic. It was a single phase design, where the two types of data were collected and analyzed in the same time frame. In depth interviews in combination with a widely-distributed questionnaire were employed in this study. Collectively, better interpretation can be made from the results produced by these methods (Teddlie and Tashakkori cited in Nicdao, 2015). The first part of the study was a quantitative research, the clientele assess the customer service quality rendered by the travel tax personnel of Clark International

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Airport, and the perceptions of the clientele were assessed using Likert Scale. The second part was qualitative studies to cross validate the answers of the respondents and to have a deeper understanding to the quality of service rendered by the Travel tax personnel of Clark International Airport, the result in integrating the quantitative research with the qualitative research helped the researcher to provide inputs to improve the Customer Service Quality rendered by the Travel Tax personnel of Clark International Airport. Respondents/Participants For the qualitative part of the study, purposive sampling was used for the recruitment of the participants. Tupp (2006) defined purposive sampling as: A form of non-probability sampling in which decisions concerning the individuals to be enclosed in the sample were taken by the researcher, based upon a variety of criteria which may include specialist knowledge of the research issue, or capacity and willingness to participate in the research The respondents of this study are the clients of travel tax unit at Clark International Airport. The fifty respondents determined for each cluster or a total of 150 respondents through unstructured interview. Within the month of May, consenting clientele of the travel tax unit underwent the said survey. There are three group of clientele in the travel tax unit namely: tourist, permanent resident and OFW dependent until the 150 respondents were selected. The researcher set a criterion in the study if the clientele travelled for at least three times they were already included in the study because they are already classified as frequent travelers. In the quantitative part the researcher chose two (2) tourist, two (2) permanent residents and two (2) OFW dependents to be included in

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the study. The researcher set a criterion if the answer of the respondents is below 2 (very dissatisfied) they are included on the quantitative part of the research. Since the source of data collection was at the Clark International Airport Travel Tax Unit, permission from the TIEZA administration was sought first before any survey was made. The distribution of the clientele-respondents by the cluster is shown in Table 1: Table 1 Respondents of the study Group Tourist

Number of Clientele 50

Percentage 33.33

Permanent Residence

50

33.33

OFW dependent

50

33.33

Total

150

100.00

Instruments The study utilized the administration of a survey questionnaire in the collection of data needed for the study. Trueman (2015) defined questionnaire as the series of questions asked to individuals to obtain statistically useful information about a given topic. When properly constructed and responsibly administered, questionnaires become a vital instrument by which statement can be made about specific groups of people or entire population. They are valuable instruments of gathering a wide range of information from a large number of individuals, often referred to as respondents.

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The data were derived from the answers of the respondents in the survey questionnaire and interview process. The word ―survey‖ is commonly used to a research methodology designed to gather data from particular population, or a sample from the population and commonly utilizes a questionnaire or an interview as the survey tools. Surveys also require selecting populations for inclusions, pre-testing instruments, determining delivery methods, ensuring validity and analyzing results sample survey are important tool for gathering and analyzing information from selected participants. Two types of data were gathered in this research. The first was about the assessment of clientele using the Likert Scale and the second data was the identification of servicerelated concerns encountered by the clientele. The questionnaire is composed of two (2) parts. The first part (Part 1) is focused on the profile of the respondents such as age, gender, sex and highest educa tional attainment, the second part (Part II) using a servqual model consisting of five (5) dimensions namely, tangibility, reliability, responsiveness, assurance, empathy. On the qualitative part, unstructured interview was utilized for gathering of data. This kind of interview allows the respondents time and opportunities to develop their answers. They give the respondent the opportunity to take control to define properties and direct the interview into areas which they see as remarkable and significant. This can lead to new and important insights for the researcher. Also unstructured interview and documentary materials like books and journals regarding customer service quality were used in this study.

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The questionnaire was based on the study of Mona Ali, Ehab A. Yaseen (2010) entitled Service Quality in Public Service: A Study in Urban Egypt was modified to suite the study.

The said questionnaire was validated by the three experts of the study

including Mr. Reginald M. Mercado the Unit Head of Travel Tax Pampanga, Ms. Mel Joyce A. Villanueva, the Senior Travel Tax officer of Clark International Airport and Mr. Robin B. Dimla, the Research Director of Don Honorio Ventura State University. Data Collection The researcher asked permission of the governing authorities involve namely the authorities of Don Honorio Ventura Technological State University and the Tourism Infrastructure Enterprise Zone Authority (Tieza) to administer questionnaires to the respondents in order to gather the needed data for the study. Upon their approval, the researchers start to administer the questionnaires to the respondents. Likewise, the researcher asked consent from the respondents. The respondents were given the opportunity to justify any of their answers through the interview phase. After the survey, the questionnaires were retrieved and obtained data were tallied and tabulated. Proceedings of the unstructured interview were documented and be used as reference in completing the data presented in the findings of the study. In the interview phase, relevant information and concerns were noted. This allows the participants to talk in some depth and explained further their insights. For documentation purposes, audio and visual recordings may also be used upon the approval of the consenting respondent.

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Figure 2 illustrates the Quantitative data gathering procedure used in this study Obtain consent to conduct the study

Secured permission to the respondents.

Give the questionnaire to the respondents and conduct an unstructured interview to consenting respondents.

Retrieved answers questionnaires from the respondents.

Tally and tabulate the data gathered.

Figure 2. Quantitative data collection In the quantitative part, the researchers gave a short discussion about the nature and purpose of the study and personally emphasize the importance of the respondents in the study. Subsequently, the researcher asked permission from the respondents. After securing permission, the researcher gave the questionnaire to the respondents. Thereafter, the questionnaires were retrieved after the respondents finished answering and results were tallied and tabulated.

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Figure 3. Illustrated the Qualitative data gathering procedure used in this study.

Obtained the permission to conduct study and interviews

Explain purpose of the study

Secured permission to the participants

Conducted an interview based on the quantitative results

Problems that was encountered and possible solutions to the problem

Audio recorded interview(with the permission of the respondents)

Transcribed and transformed to text the audio recordings for analysis and categorization

Figure 3. Qualitative data collection In the qualitative part, the researcher conducted an interview with the participants based on the quantitative results. The participants were given the opportunity to add relevant information about the topic concerned and additional insights. The researcher cross validate the answers of the respondents and to have a deeper understanding to the quality of service rendered by the Travel tax personnel of Clark International Airport.

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The integration of quantitative results and qualitative findings provides a better understanding of the service quality of the Travel Tax department. This guide the researcher on feedbacks for an enhanced customer quality service framework. Ethical Considerations The researcher prepared a letter of request to secure the approval of the proper authorities. Before the administration of questionnaire to the clients of Travel Tax, the researcher makes sure that consent is sought from the TIEZA and its clients. At the same time, the respondents were informed about the study, its objective, procedures and potential benefits. The researcher assures that all data gathered were handled confidentially, consequently the respondents’ right to anonymity and privacy was advocated. Also the respondents’ right to whether to participate or not, voluntary withdrawal and rescind were respected. Statistical Treatment of Data/Data Analysis The following procedures were used in the analysing the data: Quantitative Phase. The data collected were tabulated and processed using Statistical Packages for Social Sciences (SPSS). Frequency and percentage distribution were used on the profile of the respondents. Likert scales is used because these are noncomparative scaling technique and easy to be understand .The respondents were ask to indicate the level of agreement with a given statement by way of ordinal scale and as follow:

DON HONORIO VENTURA TECHNOLOGICAL STATE UNIVERSITY

CUSTOMER SERVICE QUALITY OF TRAVEL TAX PERSONNEL Nominal scale

Symbol

Description

4

SA

Strongly Agree

3

AG

Agree

2

DA

Disagree

1

SD

Strongly Disagree

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Strongly Agree means you are in total agreement with the statement. Agree means you agree for the most part. Disagree means you disagree with the statement for the most part. Strongly Disagreemeans you are in total disagreement with the statement. The assessment of customer service quality of travel tax personnel were presented using weighted mean, and were quantified using a four-point Likert Scale interprets as follows:

Weight

Ranges of the Weighted Mean

Descriptive Equivalent

Interpretation The delivery of services is

4

3.25 – 4.00

Strongly Agree

extensive/ adequate and very satisfied The delivery of services is

3

2.50 – 3.24

Agree adequate and satisfied

The delivery of services is limited 2

1.75 – 2.49

Disagree and dissatisfied

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The delivery of services is very limited/ inadequate and very 1.00 – 1.7

1

Strongly Disagree dissatisfied

Chi-square is used to determine the relationship between the profile of the respondents and the level of service quality of employees of Travel Tax at Clark International Airport. Data obtained from the interview have undergone qualitative data analysis. Any service-related problems and concerns were noted. Information gathered helped the researcher better gain insight, giving due emphasis to mea nings, experiences and views of the respondents. Qualitative Part. Qualitative data analysis was used in analyzing the data to explain and interpret the data that were gathered from the participants in this study. The procedure on this phase was the interview transcription. Transcribed data were extracted and delineated into units of meanings through key point coding. Codes with commonalities were grouped into concepts. Similar concepts were analyzed to form themes. To identify and analyze the problems encountered in the customer service quality rendered by the Travel Tax personnel thematic analysis was used.

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Chapter 3 RESULTS AND DISCUSSION

The chapter presents the important data drawn from the responses of the respondent. The part includes the presentation analysis and interpretation of data gathered based on the specific question raised in the study. It consisted of five (5) parts. Part I dealt with the profile of the respondents in terms of age, sex and highest educational attainment. Part II presented the assessment of the respondents on the Customer Service Quality of Travel Tax personnel regarding the tangibility, reliability, responsiveness, assurance, and empathy. Part III dealt with the significant relationship between the profile of the respondents and Customer Service Quality of Travel Tax Personnel of Clark International Airport. Part IV showed the problems encountered by the respondents in the assessment of Customer Service Quality of Travel Tax personnel. Part V showed the significant inputs proposed for the improvement of the delivery of Customer Service Quality of Travel Tax personnel of Clark International Airport.

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1. Respondents’ Profile 1.1. Respondents’ Ages Table 2 Frequency and Percentage Distribution of Respondents` Age Age Frequency 51 and above 24

Percentage 16.00

41-50

33

22.00

31-40

38

25.33

21-30

55

36.67

Total

150

100

Table 1 presents the frequency and percent distribution of the respondents’ ages. It can be gleaned on the table that there are 55 % out of 150 respondents whose ages were 21-30 years old with 36.67%. This is followed by 25.33% of the respondents falling to the age group of 31-40 years old. Moreover 22% of the customer-respondents ages 41 to 50 and 16% ages 51 and above. This implies that the majority of the respondents (ages between 21 to 30) may be associated with the fact that in these ages they have their stable job and enjoying life while they are young and able to travel, and the purpose of the trip is for pleasure or vacation and the common countries that they love to visit are Singapore, United States Hong Kong and Guam based on the 2011 survey conducted by Philippine Statistics Authority.

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Sex

Table 3 Frequency and Percentage Distribution of Respondents` Sex Sex Frequency Male 51

Percentage 66.00

Female

99

34.00

Total

150

100

Table shows the frequency and percent distribution of respondent’s gender. Based on the data revealed on the table, 66% of the respondents were female while 34% of them were male. In general, there are more female respondents selected on this study as compared to the number of males. This result that females loves to travel abroad compare to male. 1.3. Highest Educational Attainment Table 4 Frequency and Percentage Distribution of Respondents` Highest Educational Attainment Highest Educational Attainment Frequency Percentage Master’s Degree

2

1.34

College Degree

127

85.33

Vocational

5

3.33

High school

15

10.00

Total

150

100

The table above indicates the frequency and percentage distribution of the respondents’ highest educational attainment. It clearly shows that majority of the respondents are collage graduate having a percentage of 85.33.Is is worthy to be noted

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that 2 respondents earned a master’s degree (1.34). Additionally, there are 5 respondents (3.33) who were vocational graduate and 15 respondents (10.00) were High School Graduates. 2. Assessment of the Respondents on the Customer Service Quality of Travel Tax Personnel of Clark International Airport 2.1. Tangibility Table 5 Respondents’ Assessment on their Customer Service Quality of the Travel Tax Personnel of Clark International Airport in terms of Tangibility Weighted Verbal Indicators Mean Description 1. The travel tax counter has modern looking equipment (such as computer, printer, credit card machine, cctv

3.13

Satisfied

3.20

Satisfied

3.38

Very Satisfied

2.89

Satisfied

3.15

Satisfied

camera etc.) 2. The Travel tax counter’s physical facilities are visually appealing. 3. Travel tax officers are well-dressed and appear neat. 4. Information regarding travel tax and other materials associated with the service (such as pamphlets and statements) are visually appealing. General Weighted Mean

Table 4 shows the respondents’ assessment on customer service quality of travel tax personnel in terms of tangibility. It is clearly showed that the only indicator in which the respondents

are very satisfied is to the officers` physical appearance like being well-

dressed and appeared neat to the clientele with a weighted mean of 3.38. Further, the respondents are satisfied to the rest of the indicators like information regarding Travel Tax and other materials associated with the service (such as pamphlets and statements)

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are visually appealing, their counter has modern looking equipment (such as computer, printer, credit card machine, cctv camera etc.), and the physical facilities are visually appealing with weighted means ranging from 2.50-3.24. In general, the respondents is satisfied the Travel Tax Unit specifically to the tangibility having a general mean of 3.15. These implies that customer service quality of travel tax unit was satisfied in terms of tangibility. Tangibility is related to the appeal of facilities, equipment and material used by a service provider as well as to the appearance of service employees. 2.2. Reliability Table 6 Respondents’ Assessment on their Customer Service Quality of Travel Tax Personnel in Terms of Reliability Weighted Verbal Indicators Mean Description 1. The Travel tax unit provides its service at 3.16 the time it promises to do so. Satisfied 2. When face with any Travel tax related problems, the officers show sincere interest

3.19

Satisfied

3.21

Satisfied

3.24

Satisfied

3.20

Satisfied

in helping and solving it. 3. The travel tax unit performs the service the first time. 4. The travel tax unit insists on error free records.

Table 5 illustrates the respondent’s assessment to the customer service quality of the travel tax unit in terms of reliability. It can be observed that all respondents are satisfied to the customer service quality rendered by the Travel Tax personnel in terms of reliability. These were insisting on error free records, performing the service the first DON HONORIO VENTURA TECHNOLOGICAL STATE UNIVERSITY

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time, showing sincere interest in helping and solving tax related problems, and providing its service at the time it promises to do so with weighted means of 3.16, 3.19, 3.21 and 3.24. Overall, respondents assessed that the quality of their customer service in terms of reliability is good with general weighted mean of 3.20. This indicates that Customer Service Quality of Travel Tax Unit was satisfied in terms of reliability. Reliability this means that the service provider offers its customers with accurate service the first time without making any mistakes and delivers what it has promised to do by the time that has been agreed upon (Arlen, 2008.) 2.3. Responsiveness Table 7 Respondents’ Assessment on their Customer Service Quality of Travel Tax Personnel in Terms of Responsiveness Weighted Verbal Indicators Mean Description 1. The travel tax officers tell exactly when services 3.23 Satisfied will be performed. 2. The travel tax officers give prompt services.

3.30

Very Satisfied

3. The travel tax officers are always willing to help.

3.23

Satisfied

3.21

Satisfied

3.24

Satisfied

4. The officers are never too busy to respond to any travel tax related request. General Weighted Mean

The table above shows that the respondent’s assessment on the responsiveness of the Travel Tax personnel. As observed on the table the respondents are very satisfied to the travel tax officers who give prompt service with a weighted

mean of 3.30.

Moreover, the respondents are satisfied to the Customer Service Quality of the Travel Tax Unit for the rest of the indicators under responsiveness like travel tax officers give DON HONORIO VENTURA TECHNOLOGICAL STATE UNIVERSITY

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prompt services with the weighted mean of 3.30, the travel tax officer are willing to help (3.23) the officer are never too busy to respond to any Travel Tax related request (3.21). This denotes customer service quality of travel tax unit was satisfied in terms of responsiveness. Responsiveness means that the employees of a service provider are willing to help customers and respond to their requests a well as to inform customers when service will be provided, and then give prompt service. (Arlen 2008.) 2.4. Assurance Table 8 Respondents’ Assessment on their Customer Service Quality of Travel Tax Personnel in Terms of Assurance Weighted Verbal Indicators Mean Description 1. The behaviour of the travel tax officers in stills 3.12 Satisfied confidence in you. 2. You feel safe in your transaction with the travel tax unit. 3. The travel tax officers are consistently courteous with you. 4. The travel tax officers have the adequate knowledge to answer your question. General Weighted Mean

3.32

Very Satisfied

3.26

Very Satisfied

3.22

Satisfied

3.23

Satisfied

The result of the assessment of the respondents of the Clark International Airport on the customer service quality offered

by the travel tax unit is illustrated in Table 7.

The results of the table clearly revealed that respondents were very satisfied they feel safe in the transaction with the travel tax unit and the travel tax officers are consistently courteous with weighted mean of 3.32 and 3.26 respectively. Furthermore, the

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respondents are satisfied to the behavior of the travel tax officers instills confidence to them and the said officers have the adequate knowledge to answer their questions. In general the customers are feeling assured that about the services given to them by the travel tax unit with a grand mean of 3.23. This denotes customer service quality of travel tax unit was satisfied in terms of assurance. Assurance refers to the knowledge and courtesy of employees and their ability to inspire trust and confidence Daniel and Berinyuy (2010). 2.5. Empathy Table 9 Respondents’ Assessment on their Customer Service Quality of Travel Tax Personnel in Terms of Empathy Weighted Verbal Indicators Mean Description 1. The travel tax officers give you individual 3.21 Satisfied and personal attention. 2. The travel tax unit has operating hours convenient to all its clientele. 3. The travel tax unit has your best interest at heart. 4. The travel tax officers understand your specific needs. General Weighted Mean

3.39

Very Satisfied

3.19

Satisfied

3.18

Satisfied

3.24

Satisfied

Table 8 presents the respondent’s assessment of the customer service quality of the travel tax unit in terms of empathy. As perceived on the table, the respondents are very satisfied to the Travel Tax Unit operating hours convenient to all its clientele with a weighted mean of 3.39. Additionally, respondents agreed that the Travel Tax Unit has

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best interest at heart, understanding customer specific needs, and giving individual and personal attention with weighted means of 3.21, 3.19, and 3.18 respectively. Generally, the Travel Tax personnel of Clark International Airport demonstrated a good customer service quality in terms of empathy as assessed by the respondents having a weighted mean of 3.24. This signifies that customer service quality of travel tax unit was satisfied in terms of empathy. Empathy means that the employee understands customers’ problems and performs in their best interests as well as giving customers individual personal attention (Arlen, 2008). 3. Significant Relationship between the Profile of the Respondents and their Assessment on Customer Service Quality of Travel Tax Personnel of Clark International Airport 3.1 Significant Relationship of Respondents` Age and their Assessment on Custome r Service Quality of Travel Tax pe rsonnel of Clark International Airport Table 10 Significant Relationship of Respondents` Ages to their assessment on Customer Service Quality of Clark International Airport Dimensions

Pearson R

Significance

p-value

Tangibility

0.044

0.591

Do not Reject Ho

Reliability

-0.016

0.847

Do not Reject Ho

Responsiveness

0.005

0.956

Do not Reject Ho

Assurance

-0.059

0.471

Do not Reject Ho

Empathy

-0.066

0.423

Do not Reject Ho

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Table 9 presents the test for significant relationship between respondents` age and their assessment of the service quality of the Travel Tax personnel of Clark International Airport. It can be gleaned on the table that there is no significant relationship between customers` age and their assessment of the customer service quality in terms of its tangibility, reliability, responsiveness, assurance, and empathy of the travel tax personnel with p-values all greater than 0.05 level of significance. This implies that customers` ages cannot be associated to the respondent’s way of assessing the quality service of a given company specifically the Travel Tax Unit. This denotes that the assessment of the respondents to the Customer Service Quality of Clark International Airport cannot be associated to the ages of the clientele. Regardless what is the age of the clientele the Travel Tax provide a Quality Service that is open to everyone

3.2 Significant Relationship of Respondents` Sex and their Assessment on Customer Service Quality of Travel Tax Personnel Table 11 Significant Relationship of Respondents` Sex and their assessment on Customer Service Quality of Travel Tax personnel of Clark International Airport Dimensions Chi-Square Value Significance p-value Tangibility 3.343 0.188 Do not Reject Ho Reliability

8.543

0.201

Do not Reject Ho

Responsiveness

1.753

0.186

Do not Reject Ho

Assurance

0.020

0.888

Do not Reject Ho

Empathy

0.954

0.021

Do not Reject Ho

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Table 10 presents the test for significant relationship between respondents` sex and their assessment of the service quality of the Travel Tax personnel Unit. It can be gleaned on the table that there is no significant relationship between customers` sex and their assessment of the customer service quality in terms of its tangibility, reliability, responsiveness, assurance, and empathy of the travel tax personnel with p-values all greater than 0.05 level of significance. This implies that customers` sex cannot be associated to the respondent’s way of assessing the quality service of a given company specifically the Travel Tax Unit. This only means that the sex of the clientele has nothing to do with the employees Customer Service Quality rendered by the Travel Tax personnel. Whatever the age of the respondents it will not affect the Customer Service Quality of the Travel Tax personnel. 3.3 Significant Relationship of the Respondents` Highest Educational Attainment and their Assessment on Customer Service Qua lity of Travel Tax Personnel Table 12 Significant Relationship of Respondents` Highest Educational Attainment and their Assessment on Customer Service Quality of Travel Tax personnel of Clark International Airport Computed Dimensions Chi-Square Value Decision p-value Tangibility 6.615 0.579 Do not Reject Ho Reliability

5.965

0.623

Do not Reject Ho

Responsiveness

5.038

0.283

Do not Reject Ho

Assurance

8.368

0.079

Do not Reject Ho

Empathy

7.128

0.523

Do not Reject Ho

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Table 11 presents the test for significant relationship between respondents` highest educational attainment and their assessment of the service quality rendered by Travel Tax personnel. It can be gleaned on the table that there is no significant relationship between customers` educational attainment and their assessment of the customer service quality in terms of its tangibility, reliability, responsiveness, assurance, and empathy of the Travel Tax personnel with p-values all greater than 0.05 level of significance. This implies that customers` highest educational attainment cannot be associated to the respondent’s way of assessing the quality service of a given company specifically the Travel Tax Unit. 4. Proble ms encountered by the Respondents in the Delivery of Customer Se rvice Quality of Travel Tax personnel

To be able to cross validate the answers of the respondents to have a deeper understanding with their answers the researcher interviewed two (2) Tourists, two (2) Permanent Residents and two (2) OFW dependent. These were some of the responses of the participants with the problems encountered in relation to equipment and facilities cited on their transcript. Inadequate and Ineffective Equipment. The participants stated in the interview that insufficiency and ineffective of equipment is one of the problems encountered in transacting in the Travel Tax Unit. Here are some of the responses of the participants.

Offline yung POS terminal nyo, dapat pag ganyan may isa pa kayong POS terminal in case yung isa hindi gumagana.

DON HONORIO VENTURA TECHNOLOGICAL STATE UNIVERSITY

CUSTOMER SERVICE QUALITY OF TRAVEL TAX PERSONNEL [Your POS terminal is offline; you should have a spare POS terminal when the other one is not working] .(PRB1) VISA lang talaga tinatangap ng credit card terminal nyo wala ng iba ,diba kayo pwede mag suggest na dapat lahat pwede kasi di naman lahat ng pasahero nagdadala ng cash. [You should suggest to the management to accept all type of credit and debit card for payment, not only visa because not every passenger has cash on hand].(OFWA1) Sira nanaman yong terminal nyo last time kasi pumunta ako sira pa din.[Last time I’m here it’s not working and now it’s not working gain]. (TA1) Medyo mabagal yung printer nyo no isa pa yan sa nagiging cause of delay sa transaction naming dito sa Travel Tax. [Your printer is too slow and that’s one of the causes of delay in transactions in the Travel Tax]. (PRB2) Printer malfunction yan yong cause of delay.Sana mapalitan na yung mga printers ninyo, yung modelo. [Printer malfunction that’s one reason causing delay you should change your printer with a high-end one]. (OFWA2) Suggest nyo sa management mas ok yong office chair mas convenient and accessible sa part nyo. [Suggest to the management it is more convenient and accessible if you use office chair]. (PRA2) DON HONORIO VENTURA TECHNOLOGICAL STATE UNIVERSITY

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Dapat magkaroon kayong clerical chairs para mas ok tignan and filing cabinet para sa mga documents nyo kasi nakikita sila e, visible sa tao. [You should have clerical chairs and filing cabinet for keeping your documents so that your office looks more presentable]. (TB1) Yung signage nyo Travel Tax maliit, dapat yung malaki para Makita kayo agad kahit malayo. [Your signages are not readable from a far]. (TA1) It is important in every organization to have necessary facilities from point of sale (POS) terminal, printers and computer and even office supply as this will expedite the processing and clientele transactions. Not only for aesthetic but also for comfort, a good looking equipment such as clerical chairs and filling cabinets should also be considered. No matter how trained the employees if the necessary equipment is lacking, this will eventually affect the service rendered. Respondents suggest that modern and additional equipment will help ease the problem. Inadequate of Trainings and Se minars. Lack of adequate trainings may result in ineffective administration, delay of transactions and unsatisfied clients. Dapat aware kayo sa mga lumalabas na bagong card tulad nyan sa Germany dapat nagkakaroon kayo ng seminar regarding sa mga permanent residence card tulad nyan itatawag mo pa yan sa main office nyo sayang yung oras

DON HONORIO VENTURA TECHNOLOGICAL STATE UNIVERSITY

CUSTOMER SERVICE QUALITY OF TRAVEL TAX PERSONNEL kung late nako sa flight ko paano na. May mga instances kasi na pinapalitan lang yung card para pero di sila nagbabago ng features, pero same padin naman. Dapat magkaroon kayo ng seminar about sa mga new information regarding sa Travel para mapabilis yung trabaho nyo.Para masagot nyo rin ibang tanong ng client nyo. [You should be aware of the new card that was being released, like this one in Germany.(You should have seminars regarding different permanent residence cards like in my case you will call your main office to verify my card its time consuming on my part, there’s an instance that they will change the features of the card but still it’s just the same. You should also have seminars regarding new information in Travel Tax in order to have fastest transaction and to be able to answer clientele questions]. (PRA1) Request kayo sa management ng seminar para aware kayo sa mga bago information lalo na sa Travel Tax,and since front liners kayo pati nadin seminar or training paano makipag usap sa tao mainit ang ulo tulad nung bago ako galit sya kasi sira yung terminal ng card nyo. [Request the management to conduct a seminar to be more aware of the new information or update regarding Travel Tax, and since you are front liners, include also seminars or trainings how

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to deal with a hot tempered client, like the passenger before me was angry because your POS terminal is not working].(TB2) The lack of training leads to inefficient employees and poor service. One participant suggests that trainings and seminars should be considered for it will promote personal and professional growth. This will enhance the service provided by the Travel Tax Unit.

Imprope r Coordination between Travel Tax Department and Consulate of the Philippines

Tulad nyan iba yong sinabi ng empleyado sa Consulate doon sabi nya dalhin kolang tong certificate sa inyo tapos wala nako bayad ngayon pala kailangan ilagay pa ilang taon ako nag stay sa ibang bansa dapat makipag ugnayan kayo sa kanila about dito. [The employee of the Consulate advised me to bring this certificate, then I will not pay anything. They didn’t include my length of stay there, and now you’re telling me it should be stated in the certificate. You should coordinate with the Consulate regarding this]. (OFWB1) Wala naman sinabi yong empleyado ng Consulate na magdala ako ng requirements para ma avail ko yung discount para sa OFW dependent sabi nya magdala lang ako ng VISA ko sa Dubai may discount nako ngayon pala

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kailangan pang dalhin yung birth certificate and marriage contract. [Employee of the Consulate didn’t tell me to bring marriage contract and birth certificate to be able to get the discount .They told us to show our VISA in Dubai then we can avail the OFW dependent discount].(OFWB2) Sabi ng isang empleyado Consulate dalhin kulang yung card ko wala ako bayad di naman sinabi na pag temporary resident may bayad,dapat pala permanent residence nako doon.[One of the employees in the Consulate told me I will just need to present my card, then I will not pay anything but they didn’t explain to me if I am holding a temporary resident card, I still need to pay].(PRB3) Proper dissemination of information and coordination between agencies is important to be able to achieve good result. Inter-agency communication where two agencies can share information, knowledge and expertise as an input for developing policies and strategies is the possible key, in doing so will avoid confusion with regards to contradicting instructions from different agencies. Proble ms in the Submission of Pe rtinent Documents for OFW Dependents in the Manual System Every time nalang na pumupunta ako sa Travel Tax ang dami kung dalang documents tapos original pa ang hassle sa ibang bansa kasi wala na kaming dinadalang mga ganito nasa database na sila. [Every time I come here in

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the Travel Tax, I always bring documents and take note they’re original documents, in the other countries we don’t need to bring these anymore, they are already in their database].(OFWA3) Modern technology is evolving now a day. Technology has a major influence in the development of civilization and the society. The clientele suggest that Travel Tax should have its own data base system especially for OFW dependents. This will solve the usual problem of delayed processing due to lack of pertinent documents. Significant inputs proposed for the Enhance ment of the Custome r Service Quality of Clark International Airport These are the following observations and insights that have been drawn on the qualitative part of the study. 1.

The inadequacy and ineffective of equipment’s alters the delivery of service rendered by the Travel Tax personnel of Clark International Airport. Thus in must be given ultimate attention by the agency. Amenities have a great influence on performance of employees, and inadequate and ineffective facilities interpret to poor performance. Modern equipment and facilities and latest technology will expedite transactions in deliver of Service Quality of Travel Tax Unit.

2.

Proper coordination with the Consulate of the Philippines in the different countries should be properly coordinated in order to avoid misunderstanding between the two agencies (Travel Tax and Consulate of the Philippines) therefore; proper information will be disseminated to the client of the Travel Tax. Collaboration between agencies is important factor to avoid misunderstanding among clientele

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information. Collaboration between agencies is important. It involves a shared idea, mutual respect and understanding of each other’s role in a job with the common goal of achieving excellent result and outstanding clientele experience. 3.

The employees should attend relevant seminars and training this would help them to gain more information in relation to their work, improve their skills and equipped them with enough knowledge dealing with the clientele and answer their queries with confidence.

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Chapter 4 CONCLUSIONS AND RECOMMENDATIONS This chapter presents the summary of the findings, conclusions and inferred and recommendations offered related problems of the study. This research determined the assessment of Customer Service Quality of Clark International Airport. Summary of Findings The following are the summary of findings of the study: 1. Respondents’ Profile The respondents were mostly between 21-30 years’ old which represents 36.67% of the total number of respondents. This is followed by 25.33% of the respondents falling to the age group 31-40 years old. More over 22% of the respondents ages 41-50, and 51 and above is 16%. The sex of the respondents indicated that 99 out of 150 respondents (66.00%) were female while 51 out of 150 respondents (34.00%) were male. In implies that majority of the respondents are female. Majority of the respondents are Collage Graduate 85.33% and 10.00% were High School Graduate. Additionally, there were 5 respondents 3.33% who were Vocational Graduate and 2 respondents earned a Master’s Degree 1.34% 2. Respondents’ Assessment to the Customer Service Quality of Travel Tax personnel of Clark International Airport The respondents’ assessment to the Customer Service Quality of Travel Tax personnel in terms of Tangibility, Reliability, Responsiveness, Assurance and Empathy DON HONORIO VENTURA TECHNOLOGICAL STATE UNIVERSITY

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were satisfied in the general weighted mean score of 3.15, 3.20, 3.24, 3.23 and 3.24 respectively. 3. Significant Relationship between the Profile of the Respondents and the Assessment of Customer Service Quality of Clark International Airport There is no significant relationship between the profiles of the respondents in connection with the age, highest educational attainment and sex with the assessment of Customer Service Quality in terms of Tangibility, Responsiveness, Assurance and Empathy since the computed probability values are greater than 0.05 level of significance, and thus alternative hypothesis was rejected. 4. Proble ms Encounte red by the Respondents in Assessing the Custome rs Service Quality of Travel Tax Personnel of Clark International Airport The respondents encountered several problems some of these are inadequacy and ineffectiveness of some equipment such as computers, printers and point of sale (POS) terminal, unable to answer respondents queries due to lack of trainings and seminars, Proper coordination between the Travel Tax and Consulate of the Philippines and lastly paperless system: data base system of OFW dependents for the preservation of pertinent documents like marriage contract and birth certificate. All of these resulted to the delay in the processing of transactions at the Travel tax Unit of Clark International Airport. On the contrary the respondent suggested some improvement to facilitate the problems they encountered in transacting at the Travel Tax Unit. Lack of necessary equipment like computer, printer and point of sale (POS) terminal, absence of clerical chairs they can ask to the agency to provide such equipment. Lack of training and seminars they can do brainstorming and be open to any suggestions of the employees for the betterment of the organization. Tourism Infrastructure Enterprise

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Zone Authority (TIEZA) can coordinate to the Consulate of the Philippines to be able to clarify important matters in connection to Travel Tax. 5. Significant inputs proposed for the improve ment of Custome r Service Quality of Clark International Airport 5.1 The insufficiency and ineffective of equipment’s alters the delivery of service rendered by the Travel Tax personnel of Clark International Airport. Thus it must be given ultimate attention by the agency. Facilities have a great impact on performance of employees, and inadequate facilities translate to poor performance. Modern equipment and facilities and latest technology will expedite transactions in the delivery of Service Quality of Travel Tax Unit. 5.2 Proper coordination with the Consulate of the Philippines in the different countries should be properly coordinated in order to avoid misunderstanding between the two agencies (Travel Tax Department and Consulate of the Philippines) therefore; proper information will be disseminated to the clientele of the Travel Tax. Collaboration between agencies is important factor to avoid misunderstanding among clientele information. Collaboration between agencies is more than simply cooperating with other. It involves a shared vision, mutual respect and in-depth understanding of each other’s role in a job with the goal of achieving excellent outcome and outstanding clientele experience. 5.3 The employees should attend relevant seminars and training this would help them to gain more information in relation to their work, improve their skills and equipped them with enough knowledge dealing with the clientele and answer their queries with confidence.

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Conclusions From the results of the study, conclusions drawn were as follows: 1.

Most of the respondents were aged 21-30 with the frequency of 55, majority of the respondents were females and are collage graduate.

2.

The assessment to the customer service quality of travel tax personnel in terms of tangibility, reliability, responsiveness, assurance and empathy are satisfied.

3.

There is no significant relationship between the age, sex and highest educational attainment of the respondents and customer service quality of travel tax personnel of Clark International Airport.

4.

The respondents encountered several problems some of these are inadequacy and ineffectiveness of some equipment such as computers, printers and point of sale (POS) terminal, absence of clerical chairs and filling cabinet, lack of training and seminars, Proper coordination between the Travel Tax and Consulate of the Philippines and lastly database system for OFW dependent to save pertinent documents like marriage contract and birth certificates. All of these result to delay in the processing of transactions.

5.

Respondents suggested some improvement to the problems they encounter to the Travel Tax Unit. To begin lack of necessary equipment like computer, printer and point of sale terminal, absence of clerical chairs they can ask to the agency to provide such equipment. Lack of training and seminars they can do brainstorming and be open to any suggestions of the employees for the betterment of the organization. Tourism Infrastructure Enterprise Zone Authority (TIEZA) especially the Travel Tax

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Department can coordinate to the Consulate of the Philippines to be able to clarify important matters in connection to Travel Tax. Recommendations Based on the conclusion drawn, the following recommendations are presented: 1.

There is a need to provide modern equipment like new set of printers and computers, clerical chairs and filling cabinet’s additional POS terminal and credit card should not be limited to VISA card holders only international and local credit and debit card should be accepted. These will help to expedite transactions. In connection to the POS terminal the Travel Tax Unit should have an alternate terminal for credit card just in case the first one is defective.

2.

The agency should coordinate to the Philippine Consulate to provide accurate information in relation to Travel Tax. In this manner, the clientele will feed accurate and important information that would be a great help to the clientele of Travel Tax Unit especially to the frequent flyers clientele.

3.

Employees are the best asset of the organization, the agency shall provide seminar and training to the Travel Tax personnel in particular to the new information regarding Travel Tax and workshop related to Customer Service Quality, and how to deal with client with different personality in order for the employee to gain confidence and knowledge in dealing with the clientele.

4.

The agency should provide a database system for OFW dependent for the preservation of pertinent documents so that the dependent will not bring necessary documents like birth certificate and marriage contract it would be more convenient to them particularly when they are transacting in the Travel Tax Unit.

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The agency should provide team building and other related activities to increase teamwork and skills improvement, increase team skills, friendship, and improve morale and productivity.

6.

This study can be useful for future researchers in conducting the same study to another agency and this can provide necessary data needed in regard to Customer Service Quality.

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Chris Arlen (2008). The 5 Service Dimensions All Customers Care About Retrived: http://www.serviceperformance.com/the-5-service-dimensions-all-customerscare-about/International Standards Organization (Service Quality and Customer Satisfaction)Retrived:http://shodhganga.inflibnet.ac.in/bitstream/10603/8385/11/1 1_chapter% Creswell,

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Gowan, and Lackey (2001). Service quality in a public agency: same expectations but different perceptions by employees, managers, and customers.Journal of Quality Management. Kek and Tan (2004). Service Quality in Higher Education Using an Enhanced SERVQUAL Approach. Retrieved from:http://werken.ubiobio.cl/html/ documentos/articulos_bibliografia_calidad_educacion_superior/calidad_servicio_ educacion_superior/csedsup_50.pdf Chopra K. (2014) Empirical Study on Role of Customer Service in Delivering Satisfaction

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Li and Suomi (2010). A Proposed Scale for Measuring E-service Quality Information Systems Science Institute, Turku School of Economics, Finland Turku Center for Computer Science, Finland.Retrieved from: http://citeseerx.ist.psu.edu/viewdoc/ download?doi=10.1.1.576.4147&rep=rep1&type=pdf Ladhari, R. (2009). A review of twenty years of SERVQUAL research. Retrieved from: https://www.emeraldinsight.com/doi/abs/10.1108/17566690910971445 Mona Ali, Ehab A. Yaseen (2010) entitled Service Quality in Public Service: A Study in Urban,EgyptMichael A. Jones, Jaebeom Suh, (2000).Transaction ‐specific satisfaction and overall satisfaction: an empirical analysis Journal of Services Marketing: Retrived from: https://doi.org/10.1108/08876040010371555 Nicdao, R. ,(2015).Transformation leadership practices of university presidents: A triangulation design study.(Unpublished Doctoral Dissertation).University of Assumption. Oliver R. (2010).Concept of Customer Satisfaction Retrivedfrom: https://onlinelibrary.wiley.com/doi/abs/10.1002/978144431656 8.wiem03008 Philippine Statistics Authority (2011). More than half of the domestic traveler travel for pleasure or vacation. Retrieved from (2011). What Is Customer Service? Definition,

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Rehman A. (2012). Customer satis faction and service quality in Islamic banking: A comparative study in Pakistan, United Arab Emirates and United Kingdom Retrivedfrom: https://www.emeraldinsight.com/doi/abs/10.1108/175541712 11252501 Sakthivel, P. et al. (2005). TQM Implementation and Students Satisfaction of Academic Performance. The TQM Magazine, 17(6), 573-589 Tan and Patwitra (2001). Integrating SERVQUAL and Kano’s model into QFD for service excellence development retrived from: ttps://www.emeraldinsight.com/doi/abs/10.1108/EUM0000000006520 Teicher, and Dow, N. (2002). E-government: a new route to public service quality”, Managing Service Quality.

Thompson (2003) Quality as a Strategy to Improve Customer Satisfaction: retrived from http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.1010.312&rep=rep1&t ype=pdf Tourism Infrsatracture and Enterprise Zone Authority Travel Tax Department

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Quality Manual (2016) Tupp, L.(2006).An Introduction to sampling techiques. Retrived on April 18,2015 from http://files.ericed.gov//fulltest/EJ8434441.pdf

Zeithaml, V.A. and Bitner, M.J. (2000) Services Marketing: Integrating Customer Focus across the Firm. 2nd Edition, McGraw-Hill, Boston

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Appendix A LETTER OF CONSENT May 3, 2018

Dr. ENRIQUE G. BAKING SUC President III Don Honorio Ventura Technological State University Bacolor, Pampanga Dear Sir: Greetings! The undersigned is presently conducting a research study titled “Customer Service Quality of Travel Tax Pe rsonnel of Clark International Airport: An Assessment”. This is in relation to the requirement set forth for the completion of degree of Master of Public Administration. In this regard, the undersigned would like to ask permission from your good office to allow her administer the attached questionnaire to the clients of Travel Tax Unit at Clark International Airport. Rest assured that all the information to be gathered will be treated with utmost care and confidentiality. Thank you so much for your kind consideration on this matter. Very truly yours, (SGD) GLAIZE CAMILLE C. NUNAG Researcher Noted: (SGD) LUIS M. LANSANG, CPA, DPA Thesis Adviser Approved: (SGD) ENRIQUE G. BAKING, Ed.D. SUC President III

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Appendix B LETTER REQUEST TO CONDUCT SURVEY

May 3, 2018

Dr. DOLORES T. QUIAMBAO Dean, Graduate School Don Honorio Ventura Technological State University Bacolor, Pampanga Dear Madam: The undersigned is presently conducting a research study entitled “Customer Service Quality of Travel Tax Pe rsonnel of Clark International Airport: An Assessment”. This is in relation to the requirement set forth for the completion of degree of Master of Public Administration. In view thereof, the researcher would like to ask permission to conduct the data gathering to the clientele of Travel Tax Unit at Clark International Airport. Rest assured that all the data will be treated with utmost confidentiality and will be restricted for study purposes only. May this request merit your kind attention and approval. Thank you very much. Respectfully yours,

(SGD) GLAIZE CAMILLE C. NUNAG Researcher Noted: (SGD) LUIS M. LANSANG, CPA, DPA Thesis Adviser

Approved: (SGD) DOLORES T. QUIAMBAO, Ed.D. Dean, Graduate School

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Appendix B (continued)

May 3, 2018 Mr. REGINALD M. MERCADO Travel Tax Supervisor Clark International Airport Dear Sir: The undersigned is presently conducting a research study entitled “Customer Service Quality of Travel Tax Pe rsonnel at Clark International Airport: An Assessment”. This is in relation to the requirement set forth for the completion of degree of Master of Public Administration. In view thereof, the researcher would like to ask permission to conduct the data gathering to the clientele of Travel Tax Unit at Clark International Airport. Rest assured that all the data will be treated with utmost confidentiality and will be restricted for study purposes only. May this request merit your kind attention and approval. Thank you very much. Respectfully yours,

(SGD) GLAIZE CAMILLE C. NUNAG Researcher Noted: (SGD) LUIS M. LANSANG, CPA, DPA Thesis Adviser

(SGD) DOLORES T. QUIAMBAO, Ed.D. Dean, Graduate School

Approved:

(SGD) REGINALD M. MERCADO Travel Tax Supervisor Clark International Airport DON HONORIO VENTURA TECHNOLOGICAL STATE UNIVERSITY

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Appendix B (continued)

May 3, 2018

Mr. FLORENCIO V. ABENES Travel Tax Manager Double Dragon Meridian Tower Corner Avenue, Pasig, City Dear Sir: The undersigned is presently conducting a research study entitled “Customer Service Quality of Travel Tax Pe rsonnel at Clark International Airport: An Assessment”. This is in relation to the requirement set forth for the completion of degree of Master of Public Administration. In view thereof, the researcher would like to ask permission to conduct the data gathering to the clientele of Travel Tax Unit at Clark International Airport. Rest assured that all the data will be treated with utmost confidentiality and will be restricted for study purposes only. May this request merit your kind attention and approval. Thank you very much. Respectfully yours, (SGD) GLAIZE CAMILLE C. NUNAG Researcher Noted: (SGD) LUIS M. LANSANG CPA, DPA Adviser (SGD) DOLORES T. QUIAMBAO, Ed.D. Dean, Graduate School Approved: (SGD) FLORENCIO V. ABENES Travel Tax Manager Double Dragon Meridian Tower

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Appendix C SURVEY QUESTIONNAIRE Dear Respondents: The undersigned is a graduate student of Don Honorio Ventura Technological State University (DHVTSU) and presently pursuing a research study titled ―Customer Service Quality of Travel Tax Personnel of Clark International Airport: An Assessment ‖ as a partial requirement for his course, Master of Public Administration. In line with this, she is requesting a portion of your time to fill out the questionnaire as accurately as possible. Rest assured that your answers and other information you share will be kept strictly confidential. Your valuable participation is highly appreciated. Thank you.

Very truly yours, (SGD) GLAIZE CAMILLE C. NUNAG Researcher Part 1. Personal Profile Name (Optional) Age Sex Highest Educational Attainment

: : : :

_______________________________ _______________________________ _______________________________ _______________________________

Part 2. Assessment on Customer Service Quality Direction: The following statements relate to your feelings about the travel tax unit. Please show the extent to which you believe the travel tax unit has the feature described in the statement. Please put check on the appropriate box for your honest answer regarding the statements on Customer Service rendered by the employee of this agency. Use the following scale below:

Nominal scale 4 3 2 1

Symbol SA AG DA SD

Description Strongly Agree Agree Disagree Strongly Disagree

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Appendix C (continued) Strongly Agree- means you are in total agreement with the statement. Agree- means you agree for the most part. Disagree-means you disagree with the statement for the most part. Strongly Disagree-means you are in total disagreement with the statement. Tangibility 1. The travel tax counter has modern looking equipment (such as computer, printer, credit card machine, cctv camera etc.) 2. The Travel tax counter’s physical facilities are visually appealing 3. Travel tax officers are well-dressed and appear neat. 4. Information regarding travel tax and other materials associated with the service (such as pamphlets and statements) are visually appealing. Reliability 1. The Travel tax unit provides its service at the time it promises to do so. 2. When face with any Travel tax related problems, the officers show sincere interest in helping and solving it. 3. The travel tax unit performs the service the first time. 4. The travel tax unit insists on error free records. Responsiveness 1. The travel tax officers tell exactly when services will be performed. 2. The travel tax officers give prompt services. 3. The travel tax officers are always willing to help. 4. The officers are never too busy to respond to any travel tax related request. Assurance 1. The behaviour of the travel tax officers instil confidence in you. 2. You feel safe in your transaction with the travel tax unit. 3. The travel tax officers are consistently courteous with you. 4. The travel tax officers have the adequate knowledge to answer your question.

4

3

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1

CUSTOMER SERVICE QUALITY OF TRAVEL TAX PERSONNEL Appendix C (continued) Empathy 1. The travel tax officers give you individual and personal attention. 2. The travel tax unit has operating hours convenient to all its clientele. 3. The travel tax unit has your best interest at heart. 4. The travel tax officers understand your specific needs. Thank you! ______________________ Respondent’s Signature

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Appendix D LETTER REQUEST TO VALIDATE QUESTIONNAIRE May 10, 2018 Mr. REGINALD M. MERCADO Mr. ROBIN B. DIMLA Ms. MELJOYCE A. VILLANUEVA Dear Sir/Madam: Greetings! The undersigned is presently conducting a research study entitled “Customer Service Quality of Travel Tax personnel of Clark International Airport: An Assessment”. This is in relation to the requirement set forth for the completion of degree of Master in Public Administration. In this study, the respondents and participants are the clientele of Travel tax Unit at Clark International Airport. Being the Unit Head of Travel tax Unit of Clark International Airport who oversees the proper implementation of Customer Service, the researcher would like to respectfully request your assistance in validating the attached questionnaire by indicating your assessment on the table below: Validator’s Assessment The questionnaire is valid and can provide unbiased data.

Yes [ ] No [ ]

The questionnaire is capable of generating the data needed. Yes [ ] No [ ] The questionnaire is presented in clear and simple format.

Yes [ ] No [ ]

___________________ ___________________ ___________________

Thank you very much. Respectfully yours,

(SGD) GLAIZE CAMILLE C. NUNAG Researcher

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Appendix E QUESTIONNAIRE VALIDATION TOOL

Researcher Program Thesis Title

: : :

Questionnaire Validation

:

Glaize Camille C. Nunag Master of Public Administration Customer Service Quality of Travel tax personnel of Clark International The questionnaire lists of items based on the study of MonaAli Ali,Ehab A.Yaseen (2010) entitled ―Service Quality in Public Service: A Study in Urban Egypt.

Kindly check if you propose to accept, modify or discard each item in the questionnaire and make the corresponding recommendation/s. Thank you!

Item

Accept

Modify

Discard

Recommendati on/s

Part I. Level of Effectiveness of LTO Frontline Services Tangibility 1. The travel tax counter has modern looking equipment (such as computer, printer, credit card machine, cctv camera etc.) 2. The Travel tax counter’s physical facilities are visually appealing 3. Travel tax officers are welldressed and appear neat. 4. Information regarding travel tax and other materials associated with the service (such as pamphlets and statements) are visually appealing

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Accept

Modify

Discard

Recommendati on/s

Reliability 1. The Travel tax unit provides its service at the time it promises to do so. 2. When face with any Travel tax related problems, the officers show sincere interest in helping and solving it. 3. The travel tax unit performs the service the first time. 4. The travel tax unit insists on error free records. Responsiveness 1. The travel tax officers tell exactly when services will be performed. 2. The travel tax officers give prompt services. 3. The travel tax officers are always willing to help. 4. The officers are never too busy to respond to any travel tax related request. Assurance 1. The behaviour of the travel tax officers instil confidence in you. 2. You feel safe in your transaction with the travel tax unit. 3. The travel tax officers are consistently courteous with you. 4. The travel tax officers have the adequate knowledge to answer your question.

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Appendix E (continued) Item

Accept

Modify

Discard

Recommendati on/s

Empathy 1. The travel tax officers give you individual and personal attention. 2. The travel tax unit has operating hours convenient to all its clientele 3. The travel tax unit has your best interest at heart 4. The travel tax officers understand your specific needs. Part II. The problems encountered and the coping mechanism utilized 1. What are the problems encountered in assessing Customer Service Quality? 2. What are the propose solutions address to the problems encountered?

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Appendix F SUMMARY OF RECOMMENDATIONS OF QUESTIONNAIRE VALIDATORS ITEM

Recommendation/s

Part I. Customer Service Quality of Travel Tax personnel

Accepted

Tangibles

Accepted

1. The travel tax counter has modern looking equipment (such as computer, printer, credit card machine, cctv camera etc.) 2.The Travel tax counter’s physical facilities are visually appealing 3. Travel tax officers are well-dressed and appear neat. 4. Information regarding travel tax and other materials associated with the service (such as pamphlets and statements) are visually appealing. Reliability 1. The Travel tax unit provides its service at the time it promises to do so. 2. When face with any Travel tax related problems, the officers show sincere interest in helping and solving it. 3. The travel tax unit performs the service the first time. 4. The travel tax unit insists on error free records. Responsiveness 1. The travel tax officers tell exactly when services will be performed. 2. The travel tax officers give prompt services. 3. The travel tax officers are always willing to help. 4. The officers are never too busy to respond to any travel tax related request.

Accepted

Accepted Accepted

Accepted Accepted Accepted Accepted Accepted

Accepted Accepted Accepted Accepted Accepted

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CUSTOMER SERVICE QUALITY OF TRAVEL TAX PERSONNEL Appendix F (continued) ITEM Assurance 1. The behaviour of the travel tax officers instil confidence in you. 2. You feel safe in your transaction with the travel tax unit. 3. The travel tax officers are consistently courteous with you. 4. The travel tax officers have the adequate knowledge to answer your question. Empathy 1. The travel tax officers give you individual and personal attention. 2. The travel tax unit has operating hours convenient to all its clientele. 3. The travel tax unit has your best interest at heart. 4. The travel tax officers understand your specific needs. Part II. The problems encountered and the proposed solutions. 1. What are the problems encountered in assessing Customer Service Quality? 2. What are the propose solutions address to the problems encountered?

Recommendation/s Accepted Accepted Accepted Accepted Accepted Accepted Accepted Accepted Accepted Accepted Accepted Accepted Accepted

Validated by: REGINALD M. MERCADO Travel Tax Supervisor Clark International Airport MELJOYCE A. VILLANUEVA Senior Travel Tax Officer A Clark International Airport ROBIN B. DIMLA, Ph.D. Director, Research and Development Professor, Graduate School, DHVTSU DON HONORIO VENTURA TECHNOLOGICAL STATE UNIVERSITY

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Appendix G TRANSCRIPTION Permanent Resident A: Tangibility Question no.2 Suggest nyo sa management mas ok yong office chair mas convenient and accessible sa part nyo.

Reliability Question no.1

Dapat aware kayo sa mga lumalabas na bagong card tulad nyan sa Germany dapat nagkakaroon kayo ng seminar regarding sa mga permanent residence card tulad nyan itatawag mo pa yan sa main office nyo sayang yung oras.May mga instances kasi na pinapalitan lang yung card pero di sila nagbabago ng features pero same padin naman.Dapat magkaroon kayu ng seminar sa regarding sa mga new information regarding sa Travel para mapabilis yung trabaho nyo. Para masagot nyo rin ibang tanong ng client nyo yung iba pamo daming tanong.

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Appendix G (continued) Permanent Resident B Tangibility Question no. 1 Medyu mabagal yung printer nyo no,isa pa yan sa nagiging cause of delay sa transaction naming dito sa Travel Tax.

Dapat yung mga upuan nyo yung office chairs hindi mono block para mas maganda tignan. Tangibility Question no. 1 Offline yung POS terminal nyo, dapat pag ganyan may isa pa kayong terminal incase yung isa hindi gumagana. Reliability Question no. 2 Sabi ng isang empleyado Consulate dalhin kulang yung card ko wala ako bayad di naman sinabi na pag temporary resident may bayad,dapat pala permanent residence nako doon. OFW Dependent A: Tangibility Question no. 1 VISA lang talaga tinatangap ng credit card terminal nyo wala ng iba,diba kayu pwedi mag suggest na dapat lahat pwede kasi di naman lahat ng pasahero nagdadala ng cash. Printer malfunction yan yung cause of delay.Sana mapalitan na yung mga printers ninyo,yung modelo.

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Appendix G (continued) Responsiveness Question no. 3 Every time nalang na pumupunta ako sa Travel Tax ang dami kung dalang documents tapos original pa ang hassle sa ibang bansa kasi wala na kaming dinadalang mga ganito nasa database na sila.

OFW Dependent B Tangibility Question no. 1 VISA lang tinatangap Master Card yong card ko eh so di sya pwedi nyan.Sabihan nyo naman yung bank nyo na ilagay lahat ng card kawawa mga pasahero di naman lahat ng nagbabayad visa yung card. Assurance Question no. 1 Tulad nyan iba yong sinabi ng empleyado ng Consulate doon sabi nya dalhin kulang tong certificate sa inyo tapos wala nako bayad ngayon pala kailangan ilagay pa ilang taon ako nag stay sa ibang bansa dapat makipag-ugnayan kayo sa kanila about ditto. Reliability Question no. 1 Wala naman sinabi yong empleyado sa Consulate na magdala ako ng requirements para ma avail ko yung discount para sa OFW dependent sabi nya magdala lang ako ng VISA ko sa Dubai may discount nako ngayon pala kailangan pang dalhin yung birth certificate and marriage contract.

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CUSTOMER SERVICE QUALITY OF TRAVEL TAX PERSONNEL Appendix G (continued) Tourist A Tangibility Question no. 1 Sira nanaman yong terminal nyo last time kasi pumunta ako sira pa din e. Tangibility Question no. 2 Yung signage nyo maliit dapat yong malaki para agad kayung makikita.

Tourist B Dapat magkaroon kayong clerical chairs para mas ok tignan and filing cabinet para sa mga documents nyo kasi nakikita sila e visible sa tao. Responsivess Question no. 1 Request kayo sa management ng seminar para aware kayo sa mga bago information lalo na sa Travel Tax,and since front liners kayo pati nadin seminar or training paano makipag usap sa tao mainit ang ulo tulad nung bago ako galit sya kasi sira yung terminal ng card nyo.

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Appendix H KEY POINT CODING

Key Point Coding for Permanent Resident A ID PRA1

Key Point You should be aware of the new card that was being released, like this one in Germany. Suggest to the management it is more convenient and

PRA2

accessible if you use office chair.

Code Update new information. Continuous Improvement.

Key Point Coding for Permanent Resident B ID

Key Point Your POS terminal is offline; you should have a

PRB1

spare POS terminal when the other one is not

Code Additional POS is needed.

working Your printer is too slow and that’s one of the causes PRB2

of delay in transactions in the Travel Tax.

Modern technology is needed for fastest transactions.

One of the employees in the Consulate told me I will just need to present my card, then I will not pay PRB3

anything but they didn’t explain to me if I am holding

Coordination among agencies is a must.

a temporary resident card, I still need to pay.

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Appendix H (continued) Key Point Coding for OFW Dependent A ID

Key Point

Code

You should suggest to the management to accept all OFWA1

OFWA2

type of credit and debit card for payment, not only

Payment system

visa because not every passenger has cash on hand.

should be universal.

Printer malfunction that’s one reason causing delay

Modern Equipment

you should change your printer with a high-end one.

is a must.

Every time I come here in the Travel Tax, I always bring documents and take note they’re original OFWA3

documents, in the other countries we don’t need to Database system is needed. bring these anymore, they are already in their database.

Key Point Coding for OFW Dependent B ID

Key Point

Code

The employee of the Consulate advised me to bring this certificate, then I will not pay anything. They OFWB1

didn’t include my length of stay there, and now

Proper

you’re telling me it should be stated in the

Coordination is

certificate.

You

should

coordinate

with

the

importance.

Consulate regarding this.

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Appendix H (continued)

ID OFWB2

Key Point

Code

Employee of the Consulate didn’t tell me to bring marriage contract and birth certificate to be able to get

Communication

the discount .They told us to show our VISA in Dubai

between agencies

then we can avail the OFW dependent discount.

importance.

Key Point Coding for Tourist A ID TA1

Key point Your signages are not readable from a far.

TA2

Code Improved signages.

Last time im here your POS terminal is not working

Immediate action is

and now it’s not working again.

needed.

Key Point Coding for Tourist B ID

Key Point You should have clerical chairs and filing cabinet for

TB1

keeping your documents so that your office looks more presentable. Request the management to conduct a seminar to be

TB2

Code Continuous Improvement. Professional

more aware of the new information or update

Growth is

regarding Travel Tax.

important.

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CUSTOMER SERVICE QUALITY OF TRAVEL TAX PERSONNEL Appendix I CERTIFICATE OF PLAGIARISM AND GRAMMAR REVIEW

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CUSTOMER SERVICE QUALITY OF TRAVEL TAX PERSONNEL Appendix J CERTIFICATE OF STATISTICAL TREATMENT

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Appendix K CURRICULUM VITAE Glaize Camille C. Nunag #279 Ortigas St., Poblacion, Porac, Pampanga Contact Number: 0932-447-8585 Email Address: [email protected]

PERSONAL INFORMATION Date of Birth

:

November 26, 1988

Place of Birth

:

Porac Pampanga, Philippines

Sex

:

Female

Affiliation

:

Roman Catholic

Nationality

:

Filipino

Height

:

5’ 1‖

Weight

:

110 lbs

Civil Status

:

Married

EDUCATIONAL ATTAINMENT Graduate Studies

:

Don Honorio Ventura Technological State University Bacolor, Pampanga Master of Public Administration 2016 - 2018

:

Methods of Teaching Republic Central Collages Plaridel St. Angeles City, Philippines June - October 2015

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Tertiary

:

Republic Central Collages Plaridel St. Angeles City, Philippines Bachelor of Science in Nursing 2005 - 2009

Secondary

:

St. Catherine Academy Poblacion, Porac, Pampanga 2001 - 2005

Primary

:

Porac Elementary School Poblacion, Porac, Pampanga 1996 - 2001

:

Passed the Nursing Licensure Examination (November 2009)

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ELIGIBILITY

Passed the Nursing Licensure Examination (November 2009) Passed the Licensure Examination for Professional Teachers (September 2015)

WORK EXPERIENCES

:

The Generics Pharmacy General Luna St. Babo Sacan, Porac, Pampanga Manager July 2009-December 2013 Tourism Infrastructure Enterprise Zone Authority (Tieza) Double Dragon, Meridian Tower, Corner Edsa, Avenue, Pasig, City Travel Tax Officer A July 2014 – Present

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