Thesis Before Defend.docx

Customer Satisfaction of Students in Saint Columban College towards the School Cafeteria

A Research Paper Presented to the Faculty of Senior High School Department Saint Columban College

In Partial Fulfillment of the Requirements for the Course in Practical Research School Year 2018-2019

Carbonilla, Brean Julius Bunsocan, Ian Uriel Bello, Joana Ahamil, Geshaira Salac, Russell Jay Mongaya, Junelito Jr. Gonzales, Bon Marl Anthone Talip, Patrik Pol

ABSTRACT Carbonilla, Bunsocan, Bello, Ahamil, Mongaya, Salac, Talip, Gonzales. Customer Satisfaction of Students in Saint Columban College towards the School Cafeteria. Unpublished Research Paper. Saint Columban College, Pagadian City.

This study deals with the customer satisfaction of the ICT students in Saint Columban College Senior High School and College Department towards the school cafeteria. The research initially observed that the levels of customer satisfaction decreased in the local administration. The study established the primary factors to consider in calculating the quality of satisfaction and came up with an overview of the specific levels of satisfaction of the students on each category. A total population of 75 students in the strand of ICT of the school year 2018-2019 was asked to participate in this research to provide input of their levels of satisfaction on the given environment. The research used the descriptive non-experimental method as the research design of the study. In terms of sampling methods, the research used the typical purposive sampling in choosing the respondents. Results of the study show that the Customer Service of the SCC cafeteria positively affects the cafeteria, while the Price of the food in the cafeteria proves to be the worst. The research concluded that the students are moderately satisfied in the cafeteria in general, but are immensely dissatisfied with the Price.

Keywords: Customer Satisfaction, Student, Customer Service, Cleanliness, Ambiance, Facilities, Price

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ACKNOWLEDGEMENT

The researchers would like to extend their heartfelt thanks and warm gratitude to the persons who extended their help for this paper.

To the adviser, Miss Cherry Potestas, for the guidance, encouragement and support.

To Mr. AlferTantog and Mr. Jayfie Luzano for imparting wisdom and knowledge to complete this research.

To Dr. Alma Carbonilla, for her valuable time in reviewing this research.

And most of all, to the almighty Father, who gave the researchers the courage, strength and knowledge all throughout the production of this paper.

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Table of Contents Chapter 1 ............................................................................................................................... The Problem .................................................................................................................... 1 Context and Rationale ..................................................................................................... 1 Research Objectives .................................................................................................... 4 Conceptual Framework................................................................................................ 5 Scope and Limitations of the Study............................................................................. 6 Significance of the Study............................................................................................. 8 Definition of Terms ................................................................................................... 10 Chapter 2 ............................................................................................................................... Review of Related Literature ........................................................................................ 12 Chapter 3 ............................................................................................................................... Research Methodology ..................................................................................................... 27 Research Design ........................................................................................................ 27 Research Environment ............................................................................................... 28 Research Participants ................................................................................................. 28 Sampling Techniques ................................................................................................ 29 Instrumentation .......................................................................................................... 30 Data Gathering Procedure ......................................................................................... 31 Statistical Treatment .................................................................................................. 32

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Ethical Considerations ............................................................................................... 33 Chapter 4 ............................................................................................................................... Presentation, Analysis and Interpretation of Data ......................................................... 34 Variable 1 .................................................................................................................. 34 Variable 2 .................................................................................................................. 35 Variable 3 .................................................................................................................. 36 Variable 4 .................................................................................................................. 37 Variable 5 .................................................................................................................. 38 Variable 6 .................................................................................................................. 39 Variable 7 .................................................................................................................. 39 Summary Data ........................................................................................................... 40 Chapter 5 ............................................................................................................................... Summary of Findings, Conclusion/s and Recommendations........................................ 42 Summary of Findings ................................................................................................ 42 Conclusion/s .............................................................................................................. 48 Recommendations ..................................................................................................... 49 Bibliography ..................................................................................................................... 50 Appendix A ....................................................................................................................... 53 Appendix B ....................................................................................................................... 54 Appendix C ....................................................................................................................... 54 iv

Chapter 1 The Problem

Context and Rationale

Customers are the purpose of what we do and rather than depending on us, we very much depend on them. The customer is not the source of a problem; we should not perhaps make that customer unsatisfied and go away because our future and our security will be put in jeopardy. (Zairi, 2000)

An establishment’s highest precedence in their field of business is the satisfaction of their consumers. Gaining high levels of consumer satisfaction is very important to a business because satisfied customers are most likely to be loyal and make repeat orders offered by their business. Therefore, it is rather alarming to think that most of these establishments have no idea what their costumers really think. They seem to operate in a state of ignorance, innovating and improving their business based on their own accords. Failure to understand the importance of this aspect could result to miscalculations. Miscalculations could then lead to the loss of dignity of the establishment and might lead to the loss of customers.

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There had been apparent evidences of private school students having the tendency to avoid purchasing products from their campus cafeteria. The students seem to prefer to return to their homes or to buy foods that are available outside their campus e.g. street foods and fast food joints. It has therefore led some people to think that there might be something wrong with the satisfaction of the students towards private school cafeterias. Amongst several examples, Kolodynska and Polaczyk (2017) reported that the global average customer satisfaction has dropped by almost 3% in 2017 compared to the previous year. And as the Philippine Statistics Association (2011) had claimed, the proportion of satisfied clients decreased to 72.0 percent based on the results of March, 2011 from 81.9 percent registered on December, 2010. It appears that this phenomenon also remains true to the administration of the Holy Child Academy, a private school that is located in the local premises of the targeted environment for this research. Additional investigations through consultations from the students enrolled on the mentioned school confirmed the increase of preference of students in purchasing foods from other fast food joints. The phenomenon is subtle so it is mostly undetectable, but in due time, this could be a threat to businesses.

In light to the presented phenomenon, this research was inspired to focus on the situation in the grounds of the local area, the Saint Columban College Senior High School and College Department in Pagadian City. This is to reconstruct and amend the gaping holes of the topic and to fortify the accuracy of the data. The research aims to identify how the selected administration is affected by the phenomenon and to provide

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extensive information about the topic for the benefit of other researches related to customer satisfaction.

The researchers had selected this topic in the hopes of improving the services of the administration of Saint Columban College towards the students, andconsidering the scarcity of literatures involving the grounds of the school cafeteria, the researchers take it as their personal responsibility to expound knowledge of the area. The increase of complaints about the cafeteria also lead the motivation of the researchers to study the topic in the hopes that the administration may be enlightened by the phenomenon.

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Research Objectives

This research was conducted to determine the customer satisfaction of ICT students of Saint Columban Senior High School and College Department towards the school cafeteria. Its primary objective is to gather information around the factors that affect customer’s satisfaction and to understand the student’s perception to the actual performance of the SCC cafeteria. It sought to answer the following questions:

1. Which of these factors mostly affect the student’s satisfaction as a consumer in a positive or negative way?



Customers Service



Cleanliness



Ambiance



Facilities



Quality



Variety



Price

2. What are the implications that can be derived from the results of findings in the student’s satisfaction?

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Conceptual Framework

This study was conducted to understand the levels of customer satisfaction of the ICT students towards the school cafeteria and to provide implications about the phenomenon. The study also aims to help in providing suggestions as to how the administration would react to the phenomenon. Figure 1 shows the conceptual framework of the study. It represents the basic fundamentals of the study and the sequence of its actions. Level of Student’s Satisfaction

 Customers Service 1.  Figure Cleanliness  Ambiance  Facilities Paradigm of the Study  Quality  Variety  Price

SCC ICT Senior High School Students  

Grade 11 Grade 12

Implications and Suggestions 5

Scope and Limitations of the Study

The research is inclined to only focus on the given parameters and is not subject to anything else unrelated to the field. The different parameters of this research are the following:

Subject Matter

This research shall focus on the satisfaction of the ICT students on the SCC Senior High School and College Department canteen and the factors that affect the satisfaction of the students. Though there may be relevant topics and ideas that are discussed in the study for its related literature, the research had stayed adamant in keeping the subject matter as the key framework and subject of the topic.

Research Environment

The target environment of this research is the premises of the cafeteria grounds in Saint Columban College Senior High School and College Department located at San Francisco District, Pagadian City.

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Research Timeline

This research was initially constructed on June 25, 2018 when the researchers agreed to research on the given topic. The researchers gathered initial information of the topic in the internet and on the school library of SCC and utilized the newly found knowledge in constructing their research. The researchers then formulated the questionnaires and began collecting data. Afterwards, the completed data was then constructed and summarized, and the research was finally completed on October 17, 2018 when the researchers presented this research as an oral defense to their subject teacher, Miss Cherry Potestas. The study was conducted during the school year 2018-2019.

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Significance of the Study

The administration of Saint Columban College aims to provide the students with quality service and convenience in order to maintain their prestigious title as one of the greatest colleges in the local area. Hence, the school cafeteria of the said establishment must provide nutritious and healthy food at affordable prices in order to befit their claim. Thus, this study must be heavily exerted and applied in the hopes of increasing the overall satisfaction of the students in the department. Other cafeterias with relevant services may also benefit from the data and information gathered in this research to attain immersive ideas on how their customers think.

This study would especially be a great help for these following individuals:

Employees - The result of this study helps the employees of the cafeteria to know the factors that affect their performances in their business and to know how to handle properly the customers.

Employers - The result of this study helps the employers of the cafeteria to further improve the quality of their management. The following individuals include the persons in charge of facilitating the cafeteria and the individuals who are directly responsible for the management of the establishment. 8

Consumers - The result of this study would directly help the consumers as the study helps in improving the quality of the cafeteria’s service. This involves anyone who could be a potential customer of the establishment.

General Public - The result of this study helps in promoting the awareness of the general public in the current conditions of the school cafeteria. This involves anyone who are yet to be familiar with the establishment.

Researchers - The result of this study heightens the researcher’s capabilities in constructing their works through the experiences acquired in this research.

Future Researchers - The result of this study helps the future researchers to construct their works and provides an idea on what possible concepts they can create.

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Definition of Terms

For better understanding of this research, several terms are defined by the Merriam Webster dictionary as follows. Any words that are described in the definition of terms are treated as one and would not be subject to any other definitions for the convenience of the study. The selected words are the following:

Ambiance. Refers to a feeling or mood associated with a particular place, person or thing. Cafeteria. Refers to the particular area in the establishment where food-related services are offered. Cleanliness. Refers to the degree to which people keep themselves and their surroundings clean. Customer. Someone who buys goods or services from a business establishment. Price. The amount of money that you pay for something or the cost of it. Quality. A characteristic or feature that someone or something has. Satisfaction. The act of providing what is needed or desired. Variety. The quality or state of having or including many different things.

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Additionally, the research also considers these operational definitions of the terms stated in the study as follows:

Administration. A group of people that manages how a school functions. Facilities. Refers to something such as an additional service provided by an establishment or an extra feature on a machine which is useful, but not essential. Phenomenon. As or related to the study’s observation of an event about customer satisfaction. Service. Refers to the process of ensuring customer satisfaction with a product or service. Students. Refers to any individual enrolled to the stated establishment as a student. Student Satisfaction. The satisfaction of a student about a particular environment or place related to their respective schools. Establishment. Any form of business that relates to the food industry.

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Chapter 2 Review of Related Literature

Presented in this section of the study is a synthesis of similar research that supports the idea of student satisfaction towards the school cafeteria. Included are the conceptual discussions of the topic, mainly about customer satisfaction and the factors that are considered with it, and empirical aspects of the topic which include key findings that are used in comparison to the result in the findings of this study.

The following literature attempts to define the values of customer satisfaction and provides conceptual topics that act as the fundamental structure for the research.

In an establishment that relies on their customer, customer satisfaction is an important quality to master for the establishment to prosper and gain profits in their business. Fornell, Johnson, Anderson, Cha and Bryant (1996) defined customer satisfaction as the overall opinion of quality of the customer’s experience towards the purchase or consumption of a product. Similarly, Pleshko and Heiens (1996) contributed in expounding the sense of satisfaction, defining it as a state of psychological perception of a customer posterior to consumption. It generally means that customer satisfaction is how the customers react to the establishment according to the different services they 12

provide. It is important for the establishment to understand these terms as their business revolves around the very idea of customer satisfaction.

Customer satisfaction is important to the establishment’s field of service as it usually determines the success of the business. As Panda (2003) had stated, the quality of bond between the customer and seller is the biggest influence of success in business. Furthermore, service quality and customer satisfaction were found to be related to customer loyalty through repurchase intentions (Levesque & Mc. Dougall, 1996; Newman, 2001; Carcuana, 2002). It is therefore noted that the establishment must take importance in satisfying their customers as much as how they would in other important aspects in their business. In fact, one could even consider the customer satisfaction as the most important aspect in cafeterias. According to Arokiasamy (2013), Customer satisfaction is one of the most important issue concerning food establishments of all types, which is justified by the customer oriented philosophy and the principles of continues improvement in modern enterprise. Actionable information on how to make customers further satisfied is therefore, a crucial outcome (Oliver, 1999). Without customer satisfaction, an establishment will lose profit and will be subject to bankruptcy in worst case scenarios. Proper consideration of the topic is therefore required for an establishment to maintain a sufficient profit in their business.

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The following literature focuses on the factors that indicate the qualities of customer service. This is to fully understand and grasp the general idea of what the research perceives in these individual qualities and how they would affect the satisfaction of the students respectively.

1. Customer Service

In order to attain great levels of satisfaction, an establishment must provide adequate customer service to their customer. Customer service refers to anything related to the way an establishment treats their customers and the way the employees work to create an environment that is suitable for them. One of the more common examples of this factor is the empathy of the customers. Empathy is the general baseline on determining how an establishment understands what their customer wants and think. A study about empathy by Kristina Evey (n.d.) depicted the importance of empathy by claiming it to be the cause of a stronger relationship between the customer and the employees as it acknowledges the customer’s feelings and needs. The customer needs to feel that the employees are approachable and are eager to help them to whatever concerns they have. Having scripted and automated responses for the customers makes the customer detached to this feeling and could potentially ruin the customer’s experience towards the establishment. Cindy Solomon (n.d.) expands the idea of empathy by describing the criteria of creating a healthy bond between the customers. For instance, having the employees to smile and converse with the customer makes them feel like they 14

are actual human beings and not just entities that work in a store or in a restaurant. It releases tension between both sides and makes the customers relaxed throughout their whole experience with their service. Empathy aside, there are other criteria that are within the area of customer service. The establishment can also exceed customer’s expectations by providing quality to their service itself. An establishment must ensure that the customer’s experience in their service is optimized, easy, and fast (Rodriguez, 2018). Being understanding to the customers alone will never be enough to satisfy customer service. By providing services that are easy to obtain and are efficient enough for the customers, the experience of the customer towards the establishment’s service will be complete.

2. Cleanliness

The cleanliness of an environment helps in how the customers would regard the particular environment that they are in. It is one of the key aspects in attracting customers as it could define the physical environment of an establishment. Because of its natural resonance between hygiene, it is especially important to businesses in the food industry. Regardless of how tasty the food may be, the dishes creative, and the service excellent, the consumers will not tolerate their food if it is unclean (Conway, n.d.). People will also associate the cleanliness of a restaurant’s food towards the environment that they are around with. It disturbs the mood or ambiance of the whole establishment and could disturb the satisfaction ratings of the customers. In other countries, restaurants 15

are graded by health inspectors to ensure that their establishment issanitized. Failure to satisfy the inspector’s demands would result to the abolishment of the restaurant. In order to achieve proper cleanliness, an establishment must secure that their tools are washed properly for hygiene, their ingredients used are washed thoroughly for sanitation, and their place is free from dust and grime for the cleanliness of the area.

3. Ambiance

Ambiance can be associated with cleanliness as the two are similar in terms of setting the mood to the environment, but ambiance is the general feel of the establishment, and not only the hygienic aspect of it. Ambiance is the quality of mood that the establishment has provided for their customers. The Fantastic Man Magazine (2014) explained the importance of ambiance towards the customer satisfaction by describing ambiance as something that projects sensory experiences in all of the senses. If done correctly, it could improve the way the customers would enjoy their food, and would want to come back for more. It is a powerful factor in gaining loyalty to the establishment. The EP Magazine (2016) provided insights on the specific factors that could boost the ambiance of an establishment. It mentioned music as one factor that boosts the mood of eating in the establishment. Using an appropriate music in the desired mood of the restaurant may help in making the customers feel more satisfied with their food. Comfort is also something to consider as it helps in making the customers feel more relaxed while they eat. Dustin Heap (2014) extended these insights and provided more 16

factors to include in improving ambiance. He suggested that lighting might also be one of the things that might boost the atmosphere of a restaurant. It could potentially boost the other elements that help the restaurant pleasant. And finally, the interior design of the restaurant. This includes a lot of things: from color schemes, to spacing and decoratives, these are all the elements to consider when attempting to create an environment that is suitable for the mood of the restaurant. It gives a certain type of style and individuality of the restaurant, and as well as boosting the satisfaction ratings of the customers towards the ambiance of the establishment.

4. Facilities

Another important factor that affects the customer’s satisfaction is the facility provided by the establishment. It refers to the whole system of organization in the establishment and the general infrastructure of the building. This includes the features that the establishment offers e.g. fire safety, waste disposals, and even maintenance of the establishment. It is vital for a company because this factor creates a functional workspace for both the employees and the customer. It could possibly increase productivity, which in turn, could lead to the increase of the customer satisfaction. Abuja (2017) defined the fundamental aspects of facilities, namely Health and Safety, Repairs and Maintenance and Catering, Cleaning and other Services. Health and Safety ensures that the customer and the members of the establishment are kept as safe as possible from any possible threats. The establishment must have a safety regulation in order to maintain these criteria

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in the facility. Several examples of increasing Health and Safety are fire prevention kits, medical kits, effective waste disposals and even disability accesses for the convenience and safety for the disabled. Repairs and Maintenance is also important as an aspect of the facility. The establishment should have easy access to mechanical, electrical and property maintenance in all times should the establishment need of its services. This is to prevent further inconvenience to the customers and the employees and to maintain a healthy condition to the whole workspace. Lastly, the Catering, Cleaning and other Services are the services related to hygiene and other important workplace essentials. This aspect could also be correlated to the Cleanliness of the establishment. All of its purpose and importance is therefore similar to the said aspect and would be referred as one. With all these aspects maintained, the establishment can maximize the quality of their facility. The establishment will have certain benefits of giving importance to this aspect.FM Solutions Limited (n.d.) claims that Facilities Management can increase the cost- efficiency of an establishment, help improve health and safety of the customers and increases the integrity of assets. It could be observed that some of these aspects of facilities can only be applicable for big organizations. Establishments that are still new or still developing might not have enough resources to provide the stated functions. However, they may find other affordable options for alternatives to comply.

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5. Quality of Food

In an organization that deals with food, it would be especially clear that the quality of the product that they are serving is one of the most important aspects an organization must have. Quality of Food refers to a variety of factors involving the characteristics of the product in question. With this in mind, it can be noted that this particular aspect is not easily defined as the Quality of Food cannot be assessed directly; rather it is assessed on different notions. Leitzmann (1993) had brilliantly described the different notions that define the Quality of Food. He first defined the assessable attributes of a food item: the sensoric value, suitability value, and health value. These three categories deal with subjective judgments and therefore vary on the individual’s opinion. He then defined the quality of food in the sense of its physical conditions. This includes the freshness of the product and the components that are located within it. Finally, he defined the value of food based on a holistic view of all the separate categories. This includes the psychological value, social value, political value, and ecological value of foods. These values mainly focus on the different perspectives of an individual towards the food. Most of the components that constructed this aspect revolves around subjective components and has no definite composition, but the physical condition of a food can be observed in an obligatory manner. But in order to measure physical conditions of a product, one must require an instrument that can provide accurate information to the specifications of the observed product. Barbara (2016) provided examples to these individual instruments that can be used, and amongst those instruments that might prove useful in providing physical analysis of a product are the Statistical Process Control, 19

Measurement Systems Analysis, Gage Calibration Management, and many more. In order for an establishment to prove that their business exhibits decency in the quality of their food, they must optimize the use of the given instruments, along with the subjective components and the holistic views of all their customers.

6. Variety of Food

Similar to the importance of the Quality of Food in a business, the Variety of Foods that are available in an establishment is also important in keeping the customers satisfied with the food. The Variety of Food refers to the diversity of products that are presented and sold in an establishment. Jennifer Michaelchuk (n.d.) describes the importance of the variations of food by exclaiming that it ensures the intake of equal distribution of nutrients throughout the body. This would also mean that eating a variety of foods helps in avoiding excessive intake of one particular nutrient. Additionally, providing various servings ensures that the customers would never feel worn out on the foods that are served for them. If this particular aspect is done correctly, the customers should never feel constricted and limited to the products that they can purchase in an establishment and would also gain a healthy distribution of nutrients throughout their consumption.

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7. Price

Deciding on what the price of the product will be in an establishment can prove to be difficult and important as it affects the demands of the products for the whole organization. There are two criteria that are considered in this particular aspect: Price and Pricing. The Price refers to the amount of money that is given for a particular product, while Pricing refers to the process in which the establishment provides the price of the product. By evaluating these two criteria, it could positively affect the workflow of the system of the supply and demand, but it could also be one of the deadliest setbacks when done incorrectly. To expand the idea of a strategical approach in Pricing, McGee and Laborde (n.d.) introduced the two methods of pricing: the competition-based pricing and the cost-based pricing. The competition-based pricing is a method of pricing that considers the price against the price of the establishment’s competitors. It is beneficial in its way as it only requires minimum effort to observe the price of the competitors. But if the establishment is still new or is in the losing side of the competition, the establishment might consider lowering the price to potentially increase sales and in the long run, achieve loyalty from the customers. By lowering the price, it might be difficult for the establishment to gain profits and could possibly disrupt the financial system of the establishment. On the other hand, the cost-based pricing is a method of pricing that considers the price against all the financial costs in doing business. Costs are either be a variable cost, or a fixed cost. Variable cost refers to the cost depending on the production of goods e.g. payment for ingredients to cook or purchase of goods. Fixed cost refers to the cost that remains constant throughout the business e.g. rent, liabilities etc. The 21

advantage of considering the price from the financial costs in the business is that it could balance the cost and profit and assure that the establishment will have an equilibrium of their assets and liability, but this could also mean that the price may be too high in respects to the fellow competitors, which could lead to the loss of customer and profit. In conclusion, pricing comes in a variety of methods that can be followed to increase the profits of an establishment and at the same time maintain the balance of the customer’s demand for the product. Pricing the product perfectly, therefore, is important to an establishment as it holds the profits and challenges the competitors to adapt.

The following literature focuses on the empirical discussions of studies that are related or similar to the topic. These findings are used as basic guidelines in comparison for the results of this study.

Yumul (2013) in her research regarding the levels of student satisfaction of the Tarlac State Universtity Cafeteria utilized the descriptive research from Shields & Rangarajan (2013) in evaluating their data. Survey questionnaires were distributed to200 respondents from the College of Business and Accountancy, College of Computer Studies, and from the College of Engineering of Tarlac State University. Results showed the following:

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1.) Very Satisfied 15.70% of the total respondents are very satisfied in terms of Variety of Food. 14.60% of the total respondents are very satisfied in terms of Ambiance and Taste of Food. 13.77% of the total respondents are very satisfied in terms of Cleanliness. 12.39% of the total respondents are very satisfied in terms of Customer Service. 11.29% of the total respondents are very satisfied in terms of Nutritional Value. 10.46% of the total respondents are very satisfied in terms of Amount of Serving. 7.16%of the total respondents are very satisfied in terms of Price.

2.) Satisfied

19.51% of the total respondents are satisfied in terms of Nutritional Value. 19.32% of the total respondents are satisfied in terms of Taste of Food. 17.26% of the total respondents are satisfied in terms of Cleanliness. 15.76of the total respondents are satisfied in termsofCustomer Service. 14.82%of the total respondents are satisfied in terms of Ambiance. 12.20%of the total respondents are satisfied in terms of Variety of Food. 11.82%of the total respondents are satisfied in terms of Amount of Serving. 8.82%of the total respondents are satisfied in terms of Price.

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3.) Undecided

14.68 % of the total respondents are undecided in terms of Price and Variety of Food14.12% of the total respondents are undecided in terms of Amount of Serving and Ambiance. 13.55% of the total respondents are undecided in terms of Cleanliness. 11.29% of the total respondents are undecided in terms of Taste of Food. 10.16%of the total respondents are undecided in terms of Nutritional Value. 7.34%of the total respondents are undecided in terms of Customer Service.

4.) Dissatisfied

23.86% of the total respondents are dissatisfied in terms of Price. 15.5% of the total respondents are dissatisfied in terms of Amount of Serving. 14.77% of the total respondents are dissatisfied in terms of Customer Service. 12.87%of the total respondents are dissatisfied in terms of Variety of Food. 10.22%of the total respondents are dissatisfied in terms of Cleanliness. 9.46%of the total respondents are dissatisfied in terms of Ambiance. 6.81%of the total respondents are dissatisfied in terms of Taste of Food and Nutritional Value.

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5.) Very Dissatisfied

23.89% of the total respondents are very dissatisfied in terms of Price. 11.94% of the total respondents are very dissatisfied in terms of Amount of Serving. 11.32% of the total respondents are very dissatisfied in terms of Customer Service and Nutritional Value. 11%of the total respondents are very dissatisfied in terms of Food and Ambiance. 4.40%of the total respondents are very dissatisfied in terms of Cleanliness. 3.77%of the total respondents are very dissatisfied in terms of Price.

The study concluded that the majority of the total respondents are very satisfied in terms of Variety of Food, Satisfied in terms of Price, Undecided in terms of Price and Variety of Food, Dissatisfied in terms of Taste of Food and Nutritional Value, and Very Dissatisfied in terms of Price.

Yumul’s study is an essential reference in this research because this study showed the factors of customer satisfaction and has demonstrated the general idea of the study in the levels of satisfaction for students.

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Based on the findings of the review of related literature, it has been concluded that the students are prone to be dissatisfied in terms of price and amount of serving in the national and means. Hence, this study is proposed to focus in the premises of the local area, the Saint Columban College Senior High School and College Department to verify its similarity of instance. With respects to the seven aspects that are considered in this study, the research focused on evaluating the satisfaction of students through these criteria.

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Chapter 3 Research Methodology

This chapter describes the methods, designs, procedures and techniques used in this research. It also presents the general information of the study to complete the analysis of the methodology.

Research Design

The Descriptive non-experimental method in a Quantitative format is used in this study for its research design. It means that data were gathered by using questionnaires and selecting a selected number of participants to answer the given questions. According to the Center for Innovation in Research and Teaching (n.d.), It is used to answer the questions of what, where, when, who and how in a particular question or problem. It is efficient in its way that the respondents can easily complete the task by simply selecting pre-made choices in each questions and that it can be conducted multiple times at once. However, due to its nature of letting respondents answer whatever they want without supervision, they might not take the method seriously and may answer untruthfully or randomly. Regardless, it is a powerful method design in collecting enormous amounts of results in a short amount of time.

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Research Environment

The targeted environment of this research is the premises of the cafeteria grounds in Saint Columban College Senior High School and College Department located at San Francisco District, Pagadian City. It is one of the most prestigious private schools in the local area. Despite of its costly tuition fees, the administration compensates on the price for its respectable facilities and academic curriculums. The SCC Senior High School and College Department offer classes for Grade 11 and 12 students and various types of courses in the College department.

Research Participants

The participants of this research are the students of Saint Columban College Senior High School and College Department on the ICT track. Hence, the respondents are exclusively the Grade 11 and 12 students of the said track only. Table 1 represents the total population of the ICT students and the sample mean of the population. The research had only attended to the population of the sample mean of the students, leaving 17 students of the total population of the ICT track from this research.

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Table 1 Research Participants

Research Grade Level Participants Senior High School 11 Students (ICT) 12 Total

Total Population(N)

Sample Mean (n)

41 51 92

34 41 75

As observed in the table, it can be seen that the total population for the grade 11 students is 41, but was converted into 34 in the sample mean due to the application of the Slovin’s formula. The same characteristics can also be observed in the case of the grade 12 students, having the total population of 51 but converted to only become 41 in the sample mean. With the summation of the sample means, the total sample mean would be 75 instead of the summation of the total population of 92. These 75 students of the ICT strand were considered to be the respondents of the study.

Sampling Techniques

The research used the Typical Purposive sampling as the method for sampling. According to Crossman (2018), a typical case sampling is a type of purposive sampling that is effective in a research that involves a study about a phenomenon or trend as it relates to the average members of the effected population. A purposive sample is a 29

non-probability sample that is selected based on the similar characteristics of a population. The respondents of the study were predetermined to exclusively be only for the students in SCC and in the ICT strand of the Senior High School and College Department. Excluding the population of the strand of Arts and Design, which is usually associated with the ICT track, there are 92 respondents in total. The selected sampling method for this research might not be as flexible as other methods, as the nature of the method restricts the respondents in having different characteristics which could lead to potential differences of opinions, but it also amplifies the effectiveness of research for its precision on the particular sample, which would be beneficial for this study. In addition to the Typical Sampling, the respondents are further segregated by the means of the Slovin’s formula. The Slovin’sformula is used to calculate the sample size (n) given the population size (N) and a margin of error (e). It is a random sampling technique formula to estimate sampling size. It is computed as n = N / (1+Ne2).

Research Instrumentation

The Questionnaire for the Customer Satisfaction of the SCC Cafeteria is a survey for the students in SCC campus. The questions on the said instrument aims to obtain sufficient information of student satisfaction in terms of customer service, cleanliness, ambiance, facilities, quality, variety, and price. The respondents are given the option to express their appropriate opinions of the individual factors of the cafeteria by 30

either answering always, sometimes, seldom, or never on the given questions. For the convenience of the study, this research used this instrument to collect data and information.

Data Gathering Procedure

The sequences of acquiring the data for this research are as follows:

The researchers presented the methods of gathering data to their subject teacher about the given subject. The teacher accepted the method as ethical and then the researchers asked permission to proceed with the data gathering. Afterwards, the researchers decided on the number of students that they would interrogate by using the Slovin’s formula. This means that the total population of the ICT students (92) was decreased by 17, which would then be the population that they would consider as the respondents. Then, the members of this research began handing out the questionnaires from the destined respondents. They obtained proper acknowledgement of the correspondent to cooperate with the study by politely asking them to answer the following questions given in the questionnaire. Since it cannot be helped that some of the respondents would not take the questionnaire seriously and answer randomly, the respondents interviewed 85 students instead of the sample mean of 75. Then, the researchers disposed of the questionnaires that were answered carelessly and conserved

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the 75 answers that are relatively genuine. Then, the researchers collected all the data and processed it by the form of percentages. Finally, the researchers had reached the conclusion of their study and formulated suggestions as to how the school cafeteria may react to the current situation that they are in.

Statistical Treatment

The data that were gathered are presented through tables representing the percentages obtained from the results of the respondents’ answer. A Descriptive research design by Shields and Rangarajan (2013) was adopted to formulate the data. The overall responses were used to analyze the percentages of frequency. The formula for this design is: P = F/N x 100 Where: P = Percentage F = Frequency N = Total population of respondents

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Ethical Considerations in Research

The research ensured proper ethical considerations by requesting a formal acknowledgment in obtaining data from the respondents. The researchers had ensured that they took high importance of how they approached the respondents and avoided on insistingthe respondents in taking part in the research should the correspondent refuse to do so. Sample means are used as reserves for the students who may not want to participate, and they are given all the time and space required to complete the task.

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Chapter 4 Presentation, Analysis and Interpretation of Data

This section of the research presents the data gathered in the study. The main objective of this section is to present and interpret the data gathered from the instrument used for this research. The findings are presented in a table format as it is the most convenient method of projecting the results of the data in this particular format.

Table 2 shows the satisfaction of the ICT students towards the customer service of the school cafeteria.

Table 2 Indicator 1: Customer Service Factor

Items

Always Customer I am satisfied with the efficiency of their 24 Service service I am satisfied of the people serving me 22 Overall Mean Response 23 Percentage 30.7%

Response Sometimes Seldom 14 11

Never 11

45 29.5 39.3%

8 9.5 12.7%

15 13 17.3%

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From the table, it can be seen that 30.7% of the respondents are always satisfied, 39.3% of the respondents are sometimes satisfied, 17.3% of the respondents are seldom satisfied, and 12.7% of the respondents are never satisfied. Therefore, it can be observed that the majority of the respondents are somewhat satisfied with the service of the canteen, while the minority of the respondents are never satisfied.

Table 3 shows the satisfaction of the ICT students towards the cleanliness of the school cafeteria.

Table 3 Indicator 2: Cleanliness Factor

Items

Always I am satisfied of the cleanliness of the 19 place Overall Response 19 Percentage 25.3% Cleanliness

Response Sometimes Seldom 29 18

Never 9

29 38.7%

9 12%

18 24%

From the table, it can be seen that 25.3% of the respondents are always satisfied, 38.6% of the respondents are sometimes satisfied, 24% of the respondents are seldom satisfied, and 12% of the respondents are never satisfied. Therefore, it can be observed that the majority of the respondents are somewhat satisfied with the cleanliness of the canteen, while the minority of the respondents are never satisfied.

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Table 4 shows the satisfaction of the ICT students towards the ambiance of the school cafeteria.

Table 4 Indicator 3: Ambiance Factor

Items

Ambiance I am in the mood to eat in the canteen Overall Response Percentage

Always 17 17 22.7%

Response Sometimes Seldom 26 17 26 17 34.7% 22.6%

Never 15 15 20%

From the table, it can be seen that 22.6% of the respondents are always satisfied, 34.6% of the respondents are sometimes satisfied, 22.6% of the respondents are seldom satisfied, and 20% of the respondents are never satisfied. Therefore, it can be observed that the majority of the respondents are somewhat satisfied with the ambiance of the canteen, while the minority of the respondents are never satisfied. Furthermore, it can also be observed that the results are quite balanced and are almost equally distributed in the answers.

Table 5 shows the satisfaction of the ICT students towards the facilities of the school cafeteria.

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Table 5 Indicator 4: Facilities Factor

Items

Facilities

I am satisfied with the water dispenser of the canteen I am satisfied with the air conditioning of the canteen Overall Mean Response Percentage

Always 15

Response Sometimes Seldom 36 20

Never 11

14

22

25

7

14.5 18.7%

29 38.7%

22.5 30%

9 10.6%

From the table, 18.7% of the respondents are always satisfied, 38.6% of the respondents are sometimes satisfied, 30% of the respondents are seldom satisfied, and 10.% of the respondents are never satisfied. Therefore, it can be observed that the majority of the respondents are somewhat satisfied with the facilities of the canteen, while the minority of the respondents are never satisfied. It can also be observed that this particular factor has the least responses in “Never”.

Table 6 shows the satisfaction of the ICT students towards the quality of food of the school cafeteria.

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Table 6 Indicator 5: Quality Factor

Items

Quality

I am satisfied with the texture of their food I am satisfied with the freshness of their food Overall Mean Response Percentage

Always 10

Response Sometimes Seldom 25 24

Never 10

17

34

24

6

13.5 18%

29.5 39.3%

24 32%

8 10.7%

From the table, 18% of the respondents are always satisfied, 39.3% of the respondents are sometimes satisfied, 32% of the respondents are seldom satisfied, and 10.7% of the respondents are never satisfied. Therefore, it can be observed that the majority of the respondents are somewhat satisfied with the quality of food of the canteen, while the minority of the respondents are never satisfied. It might also be worth noting that a pattern can be observed between the majority and minority of the results.

Table 7 shows the satisfaction of the ICT students towards the variety of food of the school cafeteria.

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Table 7 Indicator 6: Variety Factor

Items

Always I am satisfied of the variety of foods to 9 choose from Overall Response 9 Percentage 12% Variety

Response Sometimes Seldom 31 25

Never 10

31 41.3%

10 13.3%

25 33.3%

From the table, 12% of the respondents are always satisfied, 41.3% of the respondents are sometimes satisfied, 33.3% of the respondents are seldom satisfied, and 13.3% of the respondents are never satisfied. Therefore, it can be observed that the majority of the respondents are somewhat satisfied with the variety of food of the canteen, while the minority of the respondents are always satisfied.

Table 8 shows the satisfaction of ICT students towards the price of the school cafeteria.

Table 8 Indicator 7: Price Factor

Items

Price I am satisfied with the price of the food Overall Response Percentage

Always 4 4 5.3%

Response Sometimes Seldom 14 24 14 24 18.7% 32%

Never 33 33 44%

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From the table, 5.3% of the respondents are always satisfied, 18.7% of the respondents are sometimes satisfied, 32% of the respondents are seldom satisfied, and 44% of the respondents are never satisfied. Therefore, it can be observed that the majority of the respondents are never satisfied with the price of the canteen, while the minority of the respondents are always satisfied.

Summary Data

Table 9 shows the summary of the ICT student’s satisfaction towards the school cafeteria.

Table 9 Summary of Findings Factors Customer Service Cleanliness Ambiance Facilities Quality Variety Price Overall Response Percentage

Always 23 19 17 14.5 13.5 9 4 100 19.05%

Response Sometimes Seldom 29.5 13 29 18 26 17 29 22.5 29.5 24 31 25 14 24 188 143.5 35.81% 27.33%

Never 9.5 9 15 9 8 10 33 93.5 17.81% 40

From the table, 19.05% of the respondents are always satisfied, 35.81% of the respondents are sometimes satisfied, 27.33% of the respondents are seldom satisfied, and 17.81% of the respondents are never satisfied. Therefore, it can be observed that the majority of the respondents are somewhat satisfied with the canteen, while the minority of the respondents are never satisfied.

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Chapter 5 Summary of Findings, Conclusion/s and Recommendations

The summary of all results that yield in this study are presented in this section of the research. Its primary goal is to deliver the general idea of the result and to provide conclusionary statements for the culmination of the study. It also aims to provide recommendations on what actions are to be considered based on the topic and its results.

Summary of Findings

The two primary objectives of this research are hypothetically answered in this segment. The summary of findings of this research are the following:

I.

Question 1:

Which of these factors mostly affect the student’s satisfaction as a consumer in a positive or negative way?

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1. Always Satisfied

Based on the data gathered, 30.7% of the respondents are always satisfied with the Customer Service of the cafeteria, 25.3% of the respondents are always satisfied with the Cleanliness of the cafeteria, 22.7% of the respondents are always satisfied with the Ambiance of the cafeteria, 18.7% of the respondents are always satisfied with the Facilities of the cafeteria, 18% of the respondents are always satisfied with the Quality of food in the cafeteria, 12% of the respondents are always satisfied with the Variety of food in the cafeteria and 5.3% of the respondents are always satisfied with the Price of the cafeteria. It indicates that the majority of the respondents are always satisfied with the Customer Service of the cafeteria and the minority of the respondents are always satisfied with the Price of the cafeteria.

2. Sometimes Satisfied

Based on the data gathered,41.4% of the respondents are sometimes satisfied with the Variety of food in the cafeteria, 39.3% of the respondents are sometimes satisfied with the Customer Service and the Quality of food in the cafeteria, 38.7% of the respondents are sometimes satisfied with the Cleanliness and the Facilities of the cafeteria, 34.7% of the respondents are sometimes satisfied with the Ambiance of the cafeteria, and 18.7% of the respondents are sometimes satisfied with the Price of the cafeteria. It indicates that the majority of the respondents are sometimes satisfied with the

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Variety of Food in the cafeteria and the minority of the respondents are sometimes satisfied with the Price of the cafeteria.

3. Seldom Satisfied

Based on the data gathered,33.3% of the respondents are seldom satisfied with the Variety of food in the cafeteria, 32% of the respondents are seldom satisfied with the Quality of food in the cafeteria,30% of the respondents are seldom satisfied with the Facilities and the Price of the cafeteria,24% of the respondents are seldom satisfied with the Cleanliness of the cafeteria.22.6% of the respondents are seldom satisfied with the Ambiance of the cafeteria and 17.3% of the respondents are seldom satisfied with the Customer Service of the cafeteria. It indicates that the majority of the respondents are seldom satisfied with the Variety of Food in the cafeteria and the minority of the respondents are seldom satisfied with the Customer Service of the cafeteria.

4. Never Satisfied

Based on the data gathered,44% of the respondents are never satisfied with the Price of the cafeteria, 20% of the respondents are never satisfied with the Ambiance of the cafeteria,13.3% of the respondents are never satisfied with the Variety of food in the cafeteria,12.7% of the respondents are never satisfied with the Customer

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Service of the cafeteria, 12% of the respondents are never satisfied with the Cleanliness of the cafeteria,10.7% of the respondents are never satisfied with the Quality of food in the cafeteria and 10.6% of the respondents are never satisfied with the Facilities of the cafeteria. It indicates that the majority of the respondents are never satisfied with the Price of the cafeteria and the minority of the respondents are never satisfied with the Facilities of the cafeteria.

II.

Question 2:

What are the implications that can be derived from the results of findings in the student’s satisfaction?

Factor 1: Customer Service

The most probable implication that can be derived from the students answering “Sometimes” and “Always” for this factor is that they may feel that they are being compensated well in the cafeteria in terms of customer service enough for it to receive such good remarks. Upon closer inspection, it can also be seen that this factor is also the factor that received the most responses in “Always”. It can then be implied that this might just be the greatest strength of the school cafeteria of SCC.

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Factor 2: Cleanliness

The most probable implication that can be derived for this is that the students feel that they are also being compensated well in the cafeteria in terms of cleanliness enough for it to receive good remarks. It implies that the students are relatively satisfied with the Cleanliness of the cafeteria.

Factor 3: Ambiance

The equally distributed results in responses of this factor imply that the students have varied perceptions towards the ambiance of the canteen. It implies that the students may feel that the cafeteria can either be too crowded for it to be enjoyable, or that they see no problems with it and even more so prefer to eat there.

Factor 4: Facilities

From an observation that this factor has the least responses in “Never”, it can be implied that most of the students have no negative opinions towards the Facilities of the school cafeteria. This might be due to a fact that the SCC cafeteria offers an

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adequate quality of facilities e.g. the provision of an air conditioner and the water dispenser.

Factor 5: Quality of Food

The most probable implication for the heavy neutrality of the responses is that the students may feel undecided for the factor to be ascertained of which opinions to consider. For them, it might just be easier to stay neutral as possible to the given topic unless provoked with a great urge to speak up in a cause of a major event or property.

Factor 6: Variety of Food

The most probable implication for the majority of answers in “Sometimes” or “Seldom” in this factor is the same as the implications in Factor 5: The students have nothing to complain or commend about the Variety of the Food in the cafeteria, which lead to the aftermath of students answering choices in the middle.

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Factor 7: Price

The most probable implication for this result is that the students are relatively dissatisfied with the Price of the products in the cafeteria. It may be due to the fact that some establishments offer a cheaper version of their products and the students might prefer to purchase those instead. This factor also appears to be the biggest issue of the topic, as it received the lowest satisfaction ratings and the highest dissatisfaction ratings.

To sum it up, the most probable implication that can be derived from the general summary of the findings is that most of the students feel generally satisfied with the cafeteria in SCC, but seem to be dissatisfied with the Price of the cafeteria in particular.

Conclusion

With the findings summarized, certain conclusions can be derived in the entirety of the data:

First, the Customer Service proves to be the greatest strength for the customer satisfaction in the school cafeteria of SCC as it received the greatest satisfaction ratings. Next the Price of the products in the cafeteria appears to have identifiable shortcomings and proves to be the weakest aspect of the cafeteria in SCC. Finally the respondents seem to be generally satisfied with the service of the school cafeteria.

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Recommendations

The research endorses the following recommendations with respects to the conclusion of the study:

1. Cafeteria. Since most of the respondents are always satisfied with the customer service of the cafeteria, the study recommends that the administration should maintain their quality of customer service and allow it to be one of the defining aspects of the cafeteria.

2. Cafeteria. Since most of the respondents are never satisfied with the price of food in the cafeteria, the study recommends that the administration should exert effort in looking for alternatives in attaining a better position in the equilibrium of expense.

3. Future Researchers. Since this research was exclusively focused on the levels of satisfaction in the ICT students of Saint Columban College Senior High School and College Department, the study implores the future researchers to extend the accuracy of findings by identifying the levels of customer satisfaction in a larger group of population of the same establishment.

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Appendix

Appendix A. Questionnaire

Questionnaire: Customer Satisfaction of the SCC Cafeteria

Name (Optional):_____________________

Section:________

Evaluate the factors of the school cafeteria. Factors Customer Service

Cleanliness Ambiance Facilities

Quality

Variety Price

Questions I am satisfied with the efficiency of their service I am satisfied of the people serving me I am satisfied of the cleanliness of the place I am in the mood to eat in the canteen I am satisfied with the water dispenser of the canteen I am satisfied with the air conditioning of the canteen I am satisfied with the texture of their food I am satisfied with the freshness of their food I am satisfied of the variety of foods to choose from I am satisfied with the price of their food

Always

Sometimes

Seldom Never

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Appendix B. Overview of Findings

Factors Always 23 19 17 14.5 13.5 9 4 100 19.05%

Customer Service Cleanliness Ambiance Facilities Quality Variety Price Overall Response Percentage

Response Sometimes Seldom 29.5 13 29 18 26 17 29 22.5 29.5 24 31 25 14 24 188 143.5 35.81% 27.33%

Never 9.5 9 15 9 8 10 33 93.5 17.81%

Appendix C. Background Information of the Researchers

Name Carbonilla, Brean Julius Bunsocan, Ian Uriel Bello, Joana Ahamil, Geshaira Mongaya, Junelito Jr.

Sex M M F F M

Salac, Russell Jay Talip, Patrik Pol Gonzales, Bon Marl

M M M

Date of Birth July 10, 2000 May 26, 2000 October 3, 2000 June 22, 2000 November 02, 2000 October 28, 2000 January 16, 2000 May 02, 2000

Nationality Filipino Filipino Filipino Filipino Filipino

Religion Roman Catholic Roman Catholic Roman Catholic Islam Roman Catholic

Status Single Single Single Single Single

Filipino Filipino Filipino

Pentecostal Roman Catholic Pentecostal

Single Single Single

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