SATISFACTION LEVEL OF CUSTOMERS

IN ALL 7-ELEVEN STORES AROUND

TAGBILARAN CITY, BOHOL

A Proposed Research presented to the Faculty

of the University, Senior High School in

University of Bohol

SUBMITTED BY:

(PRACTICAL RESEARCH IN DAILY LIFE 2)

CLEVIE JACINTH ENGCOY SHARA MAE ROFEROS

FRECIL REJAS
MARK PINTAL

SHANE ESTALLO
MARIE NICOLE SUBSUBAN
NOVIE MAE RIFE
JOY KARREN RANOSA
LYKKA MACAPINLAC

RESEARCH TEACHER:

CRMGST. RONALD U. ACOG

2

ACKNOWLEDGEMENTS

In the preperations of this study, the researchers wish to express their

gratitude and appreciation by making a special acknowledgement to the

following people who made this work possible:

Firstly, the researchers would like to express their deepest gratitude to

the Almighty God, for giving the researchers the strength and guidance

needed for this study. Especially to all the struggles the researchers

encountered during this study, indeed without the Almighty Father, this

research would not be possible.

The researchers would like to acknowledge their Practical Research 2

Subject Teacher, Mr. Ronald Acog, for the continuous encouragement and

support that lead to the accomplishment of this study. Also, for the Senior

High School principal, Mrs. Sofila Gantalao for allowing and granting the

permission for the researchers to continue with their study.

The researchers would also like to appreciate the cooperation of 7-

Eleven for allowing the researchers to conduct their study in their

merchandise using their customers as respondents for this study. Also, to the

customers who took the time to willingly and whole-heartedly answer this
3

study’s survey questionnaires despite their hectic schedule, the researchers’

sincerest gratitude goes to all of you.

To all the researchers’ classmates, friends, and family, as well as to

the people who never stopped showing their undying love and support, the

researchers would like to thank you for being a big inspiration that

ultimately lead to the accomplishment of this research.

And of course, to the researchers’ fellow group mates who have

shown their dedication, cooperation and unswerving belief that they would

eventually produce something. All their efforts and hard work were surely

not in vain.

All the glory be to God!

-The Researchers
4

DEDICATION

To the Almighty God for His love, power, and mercy

that guided the researchers in their effort

in this chosen field of endeavor.

To our beloved parents, brothers, and sisters

for their unconditional supports and words of encouragement.

To all our teachers, friends, and relatives

who became part of our life.

Lastly, to the researcher’s school, University of Bohol,

this work of love is for you.

-The Researchers
5

TABLE OF CONTENTS

PAGE

Title Page…………………………………………………………….. 1

Acknowledgement…………………………………………………… 2

Dedication…………………………………………………………… 4

Table of Contents……………………………………………………. 5

List of Tables………………………………………………….……... 6

List of Figures………………………………………………….…….. 7

CHAPTER I. THE PROBLEM, ITS SCOPE AND INTRODUCTION

Abstract……………………………………………………………….. 10

Rationale……………………………………………………………… 12

The Problem………………………………………………………….. 14

Statement of the Problem……………………………………… 14

Scope and Delimitation………………………………………………... 15

Significance of the Study…………………………………………….. 16

Customers……………………………………………………. 16

Employees…………………………………………………….. 16

Business Owners………………………………………………. 16

Future Researchers……………………………………………. 17

Operation Definition of Terms……………………………………….. 17

Satisfaction……………………………………………………… 17

Level……………………………..……………………………… 17

Customers……………………………………………………… 17
6

7-Eleven……………………………………………………… 17

CHAPTER II: REVIEW ON RELATED LITERATURE,

THEORETICAL BACKGROUND AND LEGAL BASES

Review on Related Literature………………………………………… 18

Theoretical Background……………………………………………… 24

Legal bases……………………………………………………………. 27

CHAPTER III: RESEARCH METHODOLOGY

Research Design………………………………………………. 33

Research Environment………………………………………… 33

Research Respondents………………………………………… 34

Research Instruments…………………………………………. 34

Research Procedure…………………………………………… 35

Gathering of Data………………………………………. 35

Treatment of Data……………………………………… 36

Research Flow…………………………………………………… 38

CHAPTER IV. PRESENTATION, ANALYSIS AND

INTERPRETATION OF DATA

Profile of the Respondents…………………………………………… 39

Products…………………………………..………………………….. 41

Rubrics on the Product………………….……………………. 42

Environment……………………………………..…………………… 43

Services…………………………….………………………………… 43

Rubrics on the Environment and Services……...……………………. 44

7

CHAPTER IV. FINDINGS, CONCLUSIONS AND

RECOMMENDATIONS

The Findings………………………………………………….. 45

Conclusions…………………………………………………… 47

Recommendations…………………………………………….. 49

References…………………………………………………………..... 51

Appendices…………………………………………………………… 53

A. Letter of Permission (to the Senior High

School Principal)……………………………………………. 54

B. Letter of Permission to the Respondents……………………. 55

C. Questionnaires……………………………………………..... 56

Curriculum Vitae………………………………………………………. 59
8

LIST OF TABLES

TABLES PAGE

I. Profile of the Respondents……………………………… 39

II. Product………………………………………………….. 39

III. Rubrics on the Product and Environment……….……… 40

IV. Environment……………………………………………. 43

V. Services…………………………….…………………… 44

VI. Rubrics on the Services……………………………..…... 44

9

LIST OF FIGURES

FIGURES PAGE

I. Research Environment……………………………. 34

II. Research Flow of the Study………………………. 38

10

ABSTRACT

Globally, convenient stores were prominent with a huge number of

purchasers due to the comfort it offers them. This study reports the

satisfaction level of customers in 7-Eleven Stores around Tagbilaran City,

Bohol.

The main purpose of this study is to discover the level of satisfaction

among customers. It aims to identify the major factors and reasons that

affect the satisfaction level of the customers in terms of product,

environment and services.

Using the quantitative-survey research, the researchers personally

conducted a survey of questionnaires that were distributed to the branches of

7-Eleven stores in Tagbilaran City with an average of 60 respondents per

branch and a total of 180 respondents all-in-all. The researchers randomly

chose male and female participants and made sure to make them voluntarily

and honestly participate in answering the given items in the survey

questionnaire.

Based on this study’s findings, the respondents’ satisfaction level was

found with a “Very Satisfied” derived value in the three categories yet
11

maintained a derived value of “Satisfied” in the product’s market price,

safety at night, and the employees’ methods in dealing with complaints.

12

CHAPTER I

INTRODUCTION

Rationale

Globally, convenient stores are prominent with a huge number of

purchasers due to the comfort it offers them. Odds are that there are stores

situated not less than 250 feet from your home or office. Also, the 24-hour

benefit offered by the merchandise guarantees that you can shop at any

given time.

7-Eleven is a Japanese-possessed American global chain of

accommodation stores, headquartered in Irving, Texas. Its parent

organization, 7-Eleven Japan Co., Ltd., works, establishes, and licenses

somewhere in the range of 64,319 stores in 18 nations as of January, 2018.

In the Philippines, 7-Eleven is run by the Philippine Seven

Corporation (PSC). Its first store, located in Quezon City, opened in 1984. In

2000, President Chain Store Corporation (PCSC) of Taiwan, also a licensee

of 7-Eleven, purchased the majority shares of PSC and thus formed a

strategic alliance for the convenience store industry within the area. The

number of stores reached 1,602 at the end of 2015. As of 2017, there are

2,285 7-Eleven stores all over The Philippines (7-Eleven, 2018).

13

In connection to this, employments are given to serve customers 24/7,

for this enables employees to have shifting every regular working hours if

it’s a day shift or night shift (Bohle, [Link], 2010).

This thesis reports the satisfaction level of customers in 7-Eleven

stores around Tagbilaran City, Bohol. It reports the factors that affect the

satisfaction level of the customers in terms of the environment, the selling

price, the service, and the convenience. This research is worth pursuing for

the reason of identifying the major factors that lead to the complete

satisfaction of the customers in 7-Eleven stores in Tagbilaran City, Bohol.

The objective of this study is to discover the level of satisfaction

among customers. This study aims to identify and provide an understanding

on the various impacts that affect the customer’s satisfaction like the

environment, the employees’ services, and the products in 7-Eleven stores in

Tagbilaran City, Bohol.

14

THE PROBLEM

Statement of the Problem

This study aims to measure the satisfaction level of customers in 7-

Eleven stores in Tagbilaran City. In any type of organization, customers are

the key for the survival of the company. To be profitable, the company must

satisfy their customers. Customer satisfaction depends on the product’s

perceived performance and the service delivered relative to a buyer’s

expectations. If the service delivers falls short of expectation, the customer is

dissatisfied. If the service delivered exceeds expectations, the customer is

highly satisfied.

This study specifically answers the following questions:

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

1.1 Sex;

1.2 Age;

1.3 Educational Attainment.

2. What are the satisfactory levels of a customer in 7-Eleven stores in

terms of:

2.1 Product;

2.2 Environment;
15

2.3 Services.

3. What recommendations and suggestions can be drawn from this

study?

Scope and Delimitation

The focus of this study is to observe the various factors that lead to the

satisfaction of the customers in 7-Eleven. This includes their environment,

the value of their product, and how they provide their goods and services.

This study is limited to the customers in 7-Eleven during day shift

from the branches of 7-Eleven Stores around Tagbilaran City, Bohol. Survey

Questionnaires will be used to facilitate the data gathering procedure and

analysis.

Overall, the researchers expect to invite all customers of 7-Eleven

stores around Tagbilaran City as the participants of this study. The sample

size of this study is an average of 180 respondents all-in-all with a

breakdown of 60 respondents per branch. The researchers expect to acquire

data from all 7-Eleven stores. The researchers are also willing to drop in to

the research sites to gather essential data with regards to this study.
16

Significance of the Study

The researchers believe that this study is beneficial to the following:

Customer. This study is beneficial to customers for it gives them the

opportunity to observe the way the employees provide good services that

grant their satisfaction. The customers would also be able to judge if their

accompaniment and approach towards the employees and the environment

are proper.

Employees. This study is beneficial for employees in a way that they

will also be aware of the various perceptions from customers in terms of

their services. They will be able to take control of their actions, adjust their

moods, establish patience to avoid chaos, and serve as a guide to the proper

way of rendering goods and services to customers with different attitudes

and mannerisms.

Business Owner. This study is beneficial for business owners

especially for those who own convenience store so that they will become

responsible to pay more attention to the daily operation of the store and not

just on the growth of the business. They would also be able to explore the

different characteristics of the employees and the customers and develop

17

strategies in maintaining a good image as well as take actions to attain the

customer’s satisfaction.

Future Researchers. This study is beneficial to the future researcher

in such way that this will be an instrument for future reference in having

information about the satisfaction level of customers in convenience stores.

Operational Definition of Terms

The following terms are defined to help readers fully understand the

topic:

Satisfaction

The act of providing what is needed or desired.

Level

An amount of something.

Customers

Someone who buys goods or services from a business.

7-Eleven
18

International convenient stores that is open 24 hours a day to sell

goods.

CHAPTER II

REVIEW OF RELATED LITERATURE

Numerous individual organizations and a few ventures screen

consumer satisfaction consistently. There is broad conviction that

organizations should seek frequently in both customer satisfaction and

efficiency and it is only liable that the noteworthiness of customer

satisfaction and its place inside the general procedure of a firm are talked

about. Numerous organizations are baffled in their endeavors to enhance

quality and customer satisfaction in scrutinizing the connection between the

customers’ level of satisfaction and financial returns (Journal of Marketing

Research, 2018).

Customers are very impacted by the financial esteem they get from a

convenience store. The relationship of customer satisfaction to their loyalty

can be shown in terms of productivity, utilizing various proportions of

fulfilment, devotion, and benefit (Anne Martensen & Lars Gronholdt, 2010).

Roger Hallowell in 2010 also suggests that attainable increases in a

customer’s satisfaction could dramatically improve the store’s profitability.

19

An investigation was conducted about the conceptualization and

measurement of service quality and also the relationships between service

quality, consumer satisfaction, and get intentions. A literature review

instructed that this operationalization of service quality confounds

satisfaction and attitude. The results instructed that:

(1) A performance-based live of service quality might be an improved

means that of activity the service quality construct;

(2) Service quality is an antecedent of shopper satisfaction;

(3) Shopper satisfaction has a significant result on purchase intentions,

and;

(4) Service quality has less effect on purchase intentions than will

shopper satisfaction.

These various measurements as well as others impact customer satisfaction

that leads to consumer loyalty and reliability for convenience stores (Kai

Kristensen, 2010).

Amid these years, rivalry power in the retail business has been getting

to an ever-increasing extent brought together and broadened. As a quick

growing retail condition, convenience stores have taken substantially more

load than they used to. The most vital one among many others would be the
20

way to keep up the fascination in customers for convenience stores. The

present convenience store retailing condition is hypercompetitive and

feasible advantage gives route rapidly as contenders hurry to duplicate

advancements in tasks and inventory network management, execute

comparable innovation, and copy in-store marketing (B. Shih & C. Chen,

2012).

Engaged customers are more likely to try new products and services,

and are excellent brand advocates. Their level of satisfaction has also been

found to depend on various factors like the products sold, the market price,

the environment, the store’s promotion and the quality of their service.

Therefore, delivering great experiences is a key initiative for many

enterprise organizations (Junio Andreti, Nabila H. Zhafira, Shiela J-Akmal

& Svresh Kumar, 2013).

The task of convenience stores implies that convenience stores may

give more prominent access to sustenance and drinks than stores or little

markets and in this manner impact nourishment decision and consumption

(W. Lee, 2010). The American Customer Satisfaction Index (ASCI), another

kind of market-based execution measure for businesses, observed that

customer satisfaction is more prominent for products than for services as

21

well as they are more quality-driven than cost-driven (Claes Fornell,

Michael D. Johnson, Journal of Marketing, 2018).

Per Churchill and Surprenant in 2010, customer satisfaction got from

the after-effects of buyers acquiring encounters and by purchasing items.

The connection between customer satisfaction and price sensitivity likewise

has been considered. Economic satisfaction is contrarily related with price

sensitivity. In any case, social satisfaction is positively identified with price

sensitivity, particularly for female customers and customers with high

support recurrence.

If gauge cleanliness factors are not all around considered, at that

point, a company is still in danger of losing workers as well as customers.

Customers also draw in with brands. They have more outlets to share their

encounters and more chances to take their money somewhere else if they're

not upbeat. It would just take a short amount of time for a customer to be

charmed by another brand or frustrated by a most loved brand for them to

switch their loyalties. The convenience store’s image and promotion plays a

vital role on putting resources into conveying an affair in which those

ventures ought to be in the territories that are most spurring to the store’s

customers (Lisa Brinks, 2017).

22

Service loyalty, with its last impact on repurchasing by customers,

seems to have gotten moderately little consideration. The satisfaction of

customer is positively connected with the types of service convenience since

customers always expect the service quality dimensions (Nu Chen-Chen,

Kuo-Chien Chang, Chia-Lin Asu, I-Ching Yang, 2011). The presence of

staggered connections amongst customers and employees shows a

connection to store faithfulness. Personal interaction and developing a good

relationship with the employees is one of the assets to gain satisfaction and

overall loyalty behaviour for repeat purchase intention (Yan Lu, Yoo-

Kyouno Seock, 2008).

An analysis on 7-Eleven’s marketing strategy shows the composition

of several interrelated components which embraces the marketing mix that

could maybe affect their customer satisfaction. 7-Eleven’s Marketing Mix

includes:

 Marketing selection. Which targets their appropriate customers base

or subset.

 Product planning. This focuses on making the retailer property

segments and products’ features uniquely target their market.

23

 Pricing. This assures the pricing strategy that reflects the quantitative

value and consistency of the product as well as the market price in a

realistic essence.

 Place. This enables the store to make sure their retailer’s location is

placed for optimum effect as well as their channel’s effectiveness in

delivering products and benefits to selected markets.

 Promotion. This deals in the terms of positioning the messages for the

retailer’s purposes and benefits; selling whether directly or indirectly;

communication in informing, exploiting, and persuading people about

their product features and benefits; customer support and services to

make the customer rely on them more; and decision making unit and

the decision-making process. (7-Eleven Philippines, 2018)

24

THEORETICAL BACKGROUND

This study is anchored on the following theory by Mattila, A &

O’Neill, J.W. (2003). They discuss that “Amongst the most popular

satisfaction theories is the disconfirmation theory, which argues that

satisfaction is related to the size and direction of the disconfirmation

experience that occurs as a result of comparing service performance

against expectations. Basically, satisfaction is the result of direct

experiences with products or services, and it occurs by comparing

perceptions against a standard (e.g. expectations)”. Research also

indicates that how the service was delivered is more important than the

outcome of the service process, and dissatisfaction towards the service

often simply occurs when guest’s perceptions do not meet their

expectations.

In line with this major theory, this study also presents three subsidiary

theories:

A decidedly different outcome is offered by applying Festinger’s

Theory of Cognitive dissonance. Applying Festinger’s ideas to

affirmation and disconfirmation of expectation in satisfaction work, one

concludes that customers might try to eliminate any dissonant

25

experiences (situations in which they have committed to anapparently

inferior product or service). Dissonance theory would predict that a

customer experiencing lower performance than expected, if

psychologically invested in the product or service, would mentally work

to minimize the discrepancy. This may be done either by lowering

expectations (after the fact) or, in the case of subjective disconfirmation,

positively increasing the perception of performance. For instance, if a

disparity exists between product expectations and product performance,

consumers may have a psychological tension and try to reduce it by

changing their perception of the product (Yi, 1990).

Hypothesis Testing Theory. A two-step model for satisfaction

generation was suggested by Deighton (1983). First, Deighton

hypothesizes, pre-purchase information (largely advertising) plays a

substantial role in creating expectations about the products customers

will acquire and use. Customers use their experience with product/service

to test their expectations. Second, Deighton believes, customers will tend

to attempt to confirm (rather than disconfirm) their expectations.

Cue Utilization Theory argues that products or services consist of

several arrays of cues that serves as surrogate indicators of product or

service quality. There are both intrinsic and extrinsic cues to help guests
26

determine quality, where the intrinsic cues provide information on the

physical attributes of the product or service, whereas extrinsic cues are

product related to provide information such as brand and price.

Stimulus-organism-response Theory. The concept behind this

theory is that “one of the basic frameworks that help to understand how

behaviour is impacted by the physical environment is the stimulus

organism-response theory, which in a hospitality environment states that

the physical environment acts as a stimulus, gests are organisms that

respond to stimulus, and the behaviour directed towards the environment

by guests is a direct response to thestimulus.”

27

LEGAL BASES

Republic of the Philippines Congress of the Philippines Metro Manila

Republic Act No. 7394 April 13, 1992

THE CONSUMER ACT OF THE PHILIPPINES

Be it enacted by the Senate and House of Representatives of the Philippines

in Congress assembled:

Art. 1. Short Title. – This Act shall be known as the "Consumer Act of the

Philippines."

Art. 2. Declaration of Basic Policy. – It is the policy of the State to protect

the interests of the consumer, promote his general welfare and to establish

standards of conduct for business and industry. Towards this end, the State

shall implement measures to achieve the following objectives: a) protection

against hazards to health and safety; b) protection against deceptive, unfair

and unconscionable sales acts and practices; c) provision of information and

education to facilitate sound choice and the proper exercise of rights by the

consumer; d) provision of adequate rights and means of redress; and e)

involvement of consumer representatives in the formulation of social and

economic policies.
28

Art. 3. Construction. – The best interest of the consumer shall be

considered in the interpretation and implementation of the provisions of this

Act, including its implementing rules and regulations.

Article 7. Promulgation and Adoption of Consumer Product Standards.

– The concerned department shall establish consumer product quality and

safety standards which shall consist of one or more of the following: a)

requirements to performance, composition, contents, design, construction,

finish, packaging of a consumer product; b) requirements as to kind, class,

grade, dimensions, weights, material; c) requirements as to the methods of

sampling, tests and codes used to check the quality of the products; d)

requirements as to precautions in storage, transporting and packaging; e)

requirements that a consumer product be marked with or accompanied by

clear and adequate safety warnings or instructions, or requirements

respecting the form of warnings or instructions. For this purpose, the

concerned department shall adopt existing government domestic product

quality and safety standards: Provided, That in the absence of such

standards, the concerned department shall form specialized technical

committees composed of equal number of representatives from each of the

Government, business and consumer sectors to formulate, develop and

purpose consumer product quality and safety standards. The said technical
29

committees shall consult with the private sector, which may, motu proprio,

develop its own quality and safety standards that shall be subject or agencies

after public hearings have been conducted for that purpose; and shall

likewise consider existing international standards recognized by the

Philippine Government.

Article 8. Publication of Consumer Product Standards. – The concerned

departments shall, upon promulgation of the above standards, publish or

cause the publication of the same in two (2) newspapers of general

circulation at least once a week for a period of not less than one (1) month. It

may likewise conduct an information campaign through other means deemed

effective to ensure the proper guidance of consumers, businesses, industries

and other sectors concerned.

Article 14. Certification of Conformity to Consumer Product Standards.

– The concerned department shall aim at having consumer product standards

established for every consumer product so that consumer products shall be

distributed in commerce only after inspection and certification of its quality

and safety standards by the department. The manufacturer shall avail of the

Philippine Standard Certification Mark which the department shall grant

after determining the product's compliance with the relevant standard in

accordance with the implementing rules and regulations.

30

Article 17. Powers, functions and duties. – In addition to their powers,

functions and duties under existing laws, the concerned department shall

have the following powers, functions and duties: a) to administer and

supervise the implementation of this Article and its implementing rules and

regulations; b) to undertake researches, develop and establish quality and

safety standards for consumer products in coordination with other

government and private agencies closely associated with these products; c)

to inspect and analyze consumer products for purposes of determining

conformity to established quality and safety standards; d) to levy, assess,

collect and retain fees as are necessary to cover the cost of inspection,

certification, analysis and tests of samples of consumer products and

materials submitted in compliance with the provisions of this Article; e) to

investigate the causes of and maintain a record of product-related deaths,

illnesses and injuries for use in researches or studies on the prevention of

such product-related deaths, illnesses and injuries. f) to accredit independent,

competent non-government bodies, to assist in (1) monitoring the market for

the presence of hazardous or non-certified products and other forms of

violations of Article 18; and (2) other appropriate means to expand the

monitoring and enforcement outreach of the department in relation to its

31

manpower, testing and certification resources at a given time. g) to accredit

independent competent testing laboratories.

Article 111. Price Comparisons. – Comparative price advertising by sellers

of consumer products or services shall conform to the following conditions:

a) Where the comparison relates to a former price of the seller, the item

compared shall either have been sold at that price within the ninety (90) days

immediately preceding the date of the advertisement, or it shall have been

offered for sale for at least four (4) weeks during such ninety-day period. If

the comparison does not relate to an item sold or offered for sale during the

ninety-day period, the date, time or seasonal period of such sale or offer

shall be disclosed in the advertisement. b) Where the comparison relates to a

seller's future price, the future price shall take effect on the date disclosed in

the advertisement or within ninety (90) days after the price comparison is

stated in the advertisement. The stated future price shall be maintained by

the seller for a period of at least four (4) weeks after its effective date:

Provided, That compliance thereof may be dispensed with in case of

circumstances beyond the seller's control. c) Where the comparison relates

to a competitor's price, the competitor's price shall relate to the consumer

products or services advertised or sold in the ninety-day period and shall be

32

representative of the prices similar consumer products or services are sold or

advertised in the locality where the price comparison was made.

Article 159. Consumer Complaints. – The concerned department may

commerce an investigation upon petition or upon letter-complaint from any

consumer: Provided, That, upon a finding by the department of prima facie

violation of any provisions of this Act or any rule or regulation promulgated

under its authority, it may motu proprio or upon verified complaint

commerce formal administrative action against any person who appears

responsible therefor. The department shall establish procedures for

systematically logging in, investigating and responding to consumer

complaints into the development of consumer policies, rules and regulations,

assuring as far as practicable simple and easy access on the part of the

consumer to seek redress for his grievances.

33

CHAPTER III

RESEARCH METHODOLOGY

Research Design

The study is designed as a quantitative study, aiming to understand the

level of satisfaction among customers.

Since the aim of this study is to assess the level of satisfaction among

customers in 7-Eleven stores around Tagbilaran City, Bohol, the researcher

utilized the descriptive quantitative design by using the survey method as the

main tool for the questionnaires. This was beneficial in finding out and

collecting the information gathered about the perceptions of the respondents’

experience.

Research Environment

The study will be conducted at the branches of 7-Eleven stores found

around Tagbilaran City, Bohol. Tagbilaran City is the capital and main city

the Bohol province. The city is 630 Km southeast of the national capital in

Manila and 72 Km south of the regional capital.

34

So far, there have been a total of four 7-Eleven branches around

Tagbilaran City. One branch located at Lite port Center in Maria Clara St.,

one at Galleria Luisa, Gallares St., the newly opened branch near the local

airport and the newly opened branch in Holy Name University.

Unfortunately, since the Liteport Branch refused to be a part of our research,

the researchers chose to focus on the three remaining branches instead.

Map of Tagbilaran City

Figure 1: Location of 7-Eleven Stores in Tagbilaran City, Bohol

35

Research Respondents

The study’s respondents will be the customers in 7-Eleven. The

researchers will include all the customers within the 24-hour shift. An

average of 180 customers would be sufficient for the study.

Research Instruments

The research instrument in this study will be a questionnaire prepared

by the researcher. This instrument will be used as a major tool for the

researchers to complete the study. The questionnaires will include several

questions that will help the researchers measure the customer’s satisfaction

level.

Research Procedure

Data Gathering

The researcher constructed survey questionnaires for the participants

for data gathering. The researchers also asked permission to the Senior High

School Principal and the Research Adviser to conduct the study.

36

During the process, the researchers went to the locations and asked

the participants personally if they were willing to participate and be part of

this study. Survey questionnaires were given one by one to ensure that every

respondents were able to answer the survey questionnaires.

As far as data collection tools were concerned, the questions presented

in the survey questionnaires were answerable by ratings and provided

assurance that all data needed in the study were gathered.

Treatment of Data

Percentage of the responses will arrive using the formula:

𝐹
𝑃= 𝑥100
𝑁

Wherein:

P= Percentage

F= Frequency

N= Total number of cases

Weighted mean is a technique used to measure the central tendency

where some values are given importance ove others. This is used to gauge
37

the average value of responses for each item in the questionairre. (Ferguson:

1992)

Whereas, the weighted mean of the responses for each item will be

computed to determine the specific responses using the formula:

𝑓1 + 𝑓2 + 𝑓3 + 𝑓4
𝑊𝑀 =
𝑁

Wherein:

WM= Weighted mean

f= Sum of the frequency multiplied by the assigned value

N= Number of case
38

Research Flow

Figure 1 as shown below shows the graphical representation of the

sub-problem of the study. It shows the sequence and flow of the research

process conducted.

INPUT

Data:

 Profile of the respondents

 Satisfaction Level of Customers in Selected 7-Eleven Stores around
Tagbilaran City, Bohol

PROCESS
 Distribution of the Survey Questionnaires for Data Gathering
 Tallying of the Data
 Analysis and Interpretation of Findings

OUTPUT

 Findings
 Conclusions
 Recommendation
39

CHAPTER IV

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter deals with the presentation, analysis and interpretation of

the data gathered from the satisfaction level of the customers in 7-Eleven

stores around the city of Tagbilaran.

Table 1 as shown below shows the profile of the respondents from

their sex, age, and educational attainment with their corresponding number

of frequency and its equivalent percentage.

Table 1. Profile of the Respondents

Sex Category F %
Female 109 60.56%
Male 71 39.44%
TOTAL 180 100

Age Category F %
18 below 30 16.67%
18-24 77 42.78%
25-34 37 20.56%
35-44 26 14.44%
45-54 10 5.56%
TOTAL 180 100

Educational Attainment Category F %

Doctorate 3 1.67%
40

College Graduate 53 29.44%

High School Graduate 13 7.22%
Masteral 13 7.22%
College Level 46 25.56%
High School Level 52 28.89%
TOTAL 180 100

Table 1 presents the demographic profile of the respondents that with

regards to the sex of the respondents, it revealed that out of one hundred

eighty, majority of the respondents engaged in this study were females

having one hundred nine numbers of frequencies with an equivalent

percentage of 60.56. Meanwhile, male respondents constitute of only

seventy-one frequencies having an equal value of 39.44 percent.

As to the age classification of the respondents involved in this study,

it was classified into five categories in which the respondent should be in the

legal age or below and is capable in giving his or her perception regarding

this study. Of the above table, it shows that respondents with ages 18-24 got

the highest frequency of 77 with equivalent percentage of 42.78 and was

followed by the third category which is from 25-34 which yielded a number

of 37 frequencies having 20.56 percent. On the other hand, the category that
41

got the lowest number of frequencies of 10 belongs to the age group of 45-

54 having an equal value of 5.56 percent.

Table 1 as shown above also presents the educational attainment of

the respondents involved in this study. As shown above, there are six levels

of category in which respondents graduated in college got the highest

numbers of frequencies of fifty-three with an equivalent value of 29.44

percent followed by the next one or those who belong in college level with a

number of forty six frequencies or 25.56 percent. In addition to this, the least

number of frequencies belongs to those who decided to take up a doctorate

level with a frequency of three having an equivalent of 1.67 percent.

Product

Table 2 as shown below shows the evaluation of the products sold in

7-Eleven around the City of Tagbilaran as perceived by the customers with

their computed mean and its corresponding derived value.

Table 2. Product

Descriptive Statistics
N Mean Derived Value
Assortment of goods/ products 180 3.44 VS
Products are place in order, and easy to search 180 3.48 VS
The product’s prices are just right 180 2.94 S
Availability of products 180 3.21 S
Computed Mean 3.2675 VS
42

Rubrics on the Product in 7-Eleven Stores in Tagbilaran City

Not Satisfied at Not Really Very Satisfied

Satisfied (S)
All (NSAA) Satisfied (NRS) (VS)

1 2 3 4
1.00 – 1.74 1.75 – 2.49 2.50 – 3.24 3.25 – 4.00

As shown in the above table, the indicator the garnered the highest

mean was item number two which shows the customer’s satisfaction with

regards to the convenience and accessibility of the products with a mean of

3.48 and followed by the first item which hold the product’s organization

and assortment that got 3.44 rating mean. Meanwhile, the item that was rated

by the respondents as the lowest of all the indicators with a rated mean of

2.94 was the third item constituting of the product’s price. This shows

evidence of a job well done by 7-Eleven regarding their products in which

all the above-mentioned indicators were rated by the customers as Very

Satisfied as its derived value.

Environment

Table 3 as shown below shows the evaluation of the environment of

7-Eleven Stores around the City of Tagbilaran as perceived by their

customers with their computed mean and its corresponding derived value.
43

Table 3. Environment

Descriptive Statistics
N Mean Derived Value
Place is safe at night 180 3.17 S
Place is safe at day 180 3.64 VS
Security of the area (Security and CCTV cameras) 180 3.50 VS
Accessible any time 180 3.53 VS
Neatness and Cleanliness of the area 180 3.30 VS
Comfort of shopping environment 180 3.27 VS
Computed Mean 3.40 VS

As depicted in the above table, the indicator that was evaluated

by the respondents as the highest with a rated mean of 3.64 was the second

item which states that the place is safe during daytime and was followed by

fourth item that states the store’s accessibility having a rating mean of 3.53.

In the meantime, the lowest item that revealed by the respondents as the

lowest of all the indicators was the store’s safety during night time with a

rated mean of 3.17. Despite all this, all fall under the Very Satisfied category

as the derived value.

Services

Table 4 as shown below shows the evaluation of the worker’s services

towards their customers in 7-Eleven Stores in the City of Tagbilaran as

perceived by the customers with their computed mean and its corresponding

derived value.
44

Table 4. Services

Descriptive Statistics
N Mean Derived Value
Staffs are attentive 180 3.27 VS
Staffs answers questions 180 3.33 VS
Staffs service timely 180 3.34 VS
Methods are used by employees to deal with complaints 180 3.22 S
Staffs etiquette and courtesy 180 3.42 VS
Staffs initiative in serving customers 180 3.38 VS
Computed Mean 3.33 VS

Rubrics on the Environment & Services

Not Satisfied At Not Really Very Satisfied

Satisfied (S)
All (NSAA) Satisfied (NRS) (VS)
1 2 3 4

1.00 – 1.74 1.75 – 2.49 2.50 – 3.24 3.25 – 4.00

As presented in Table 4, It is shown that customers are most satisfied

with the staffs’ etiquette and courtesy as indicated in the fifth item having a

rating mean of 3.38 followed by the staffs’ initiative when it comes to

serving customers gaining a rating mean of 3.38. Meanwhile, the lowest

item perceived by the respondents holding a rating mean of 3.22 is found in

the fourth item which deals with the staffs’ methods in dealing with the

customers complains. Yet, all fall under the Very Satisfied category as the

derived value.
45

CHAPTER V

FINDINGS, CONCLUSIONS & RECOMMENDATIONS

The Findings

The survey questionnaires were distributed to the three (3) branches and

one hundred eighty (180) residents with random male or female gender

selected from different branches that are located at J.A. Clarin Street, CPG

Avenue , and near the Aiport at Tagbilaran City, Bohol.

As stated in the table, the respondents’ rate were very satisfied in the

most part regarding the products area, while the part for the products prices

rated by the respondents were satisfied only. This is because the respondents

find the prices too expensive and their money is not enough for their likings.

In the case of environment the respondents rate were also very

satisfied in most part and only the safetiness at night were rated as satistied.

This is because the respondents observed that costumers are fewer at night

and is capable of greater risk and danger and it is not that very secured

compared to day time.

46

On the other hand, in regards of services area, the respondents still

rated most of the items given as very satisfied, while the "methods are used

by employees to deal with complains" were only satisfied. This is because

there are a lot of costumers catered by the employees and the employees

cannot guarantee to deal with other costumers. It also depends on the

employees’ characteristics and treatments towards the costumers.

The questionnaires gathered were retrieved completely and successfully

with the answers on. The researchers’ findings about the respondents

according to their perceptions are “Very Satisfied” that helped to accomplish

the study.
47

CONCLUSIONS

Based on the findings, regarding to the costumers’ participation and

evaluation in terms of the environment, services, and product towards the

selected branches of 7-Eleven convenience stores, the tally was done and the

ratings resulted to a Very Satisfied derived vaue. Respondents rated the

items presented in the questionnaires with majority of “Very Satisfied” as

their response.

Meanwhile, the given items of the products category were rated by the

respondents accordingly with means ranging from 2.94 as the lowest to 3.48

as the highest. The respondents also rated the environment category with the

ranging scale of the mean from the lowest as 3.17 to the highest as 3.64. On

the other hand, with regards of the services category, the costumers rated it

with their perceptions about how they are being satisfied with their

interactions and services by the employees guarantee and also how they deal

with their concerns or complains. The respondents evaluated it all with a

scale of the mean ranging from 3.22 to 3.42.

In general, the ratings were very good. In this matter, the researchers

can conclude that the respondents’ perspective from different branches of

the 7-Eleven convenience stores in terms of the goods, services and the
48

environmental comfort were very satisfying. Most of the respondents’

concerns are the prices of the goods. However, the establishments were safe

and secured and the availability of the place as well as the products and

accompaniment. These were appropriate and satisfying according to the

customers and it is a good way in maintaining the progress and efficiency of

the business.
49

RECOMMENDATIONS

Based on the conclusions, the researchers advanced the following

recommendations:

In order to achieve a very satisfied level concerning the prices of their

product, the merhandise should develop strategies, for instance, if the store

cannot lower the prices of the product they can add something appealing to

that certain product for their customers to think that they get what they pay

for. Some of their products like their ice cream and slurpees, they can lower

the prices or lessen the servings to make it more adequate for the customer’s

money.

In order for the merchandise to achieve a very satisfied level in

regards with the security, the 7-Eleven stores’ should enhance the security of

the environment to ensure the safety of the customers. They could install

additional security cameras to surround the areas, or appoint two security

guards instead of one—but this will only apply during the night shift. In

doing this, the customers would feel secured.

Regarding on the employees qualities in their work they must give

their best and give importance on their dedication and commitment of

service. The employees must do their work with honesty, trustworthiness

50

and credibility in the service. However, they must need to come to work

with confidence, full of life and healthy. With regards to their performance

and their sense of responsibilities, they must render their time for work in

productive manner. They must bear in mind that their performance must be

enough to satisfy their customers. They must also practice more in being

polite and most of all, they must exert more effort in assisting the need of

their customers.
51

REFERENCES

YI. “Theories.” Scribd, Scribd, 2008,

[Link]/document/236393654/Theories.

Deighton. “Theories.” Scribd, Scribd,

[Link]/document/236393654/Theories.

Hellstrand, Patrik. “Understanding Guest Satisfaction | By Patrik

Hellstrand – Hospitality Net.” Hospitality Net, Hospitality
Net, 1 Jan. 2008,
[Link]/opinion/[Link].

“Philippines.” Philippines: Consumer Act of the Philippines

(Republic Act No. 7394),
[Link]/wipolex/en/[Link]?file_id=224742.

“Basic Discussion On Obstruction Of Justice.” Attorneys of the

Philippines | Lawyers & Legal News - Page 7,
[Link]/legal-news?start=120.

Manager, RONALD ECHALAS DIAZ Office. “REPUBLIC ACTS.”

REPUBLIC ACT NO. 7394 - THE CONSUMER ACT OF THE
PHILIPPINES,
[Link]/republicacts/[Link].

Philippinejustice, Author Admin. “Philippine Justice.” Philippine

Laws and Jurisprudence, [Link]/main/.

sapphireign03. “D All Modifications Taken by an Owner or

Consignee.” d All Modifications Taken by an Owner or
Consignee for the Purpose of Securing,
[Link]/file/p531ta6v/d-All-modifications-taken-
by-an-owner-or-consignee-for-the-purpose-of-securing/.
52

REFERENCES

Panagiotaropoulou, S. “Measuring Service Quality by Using a

Modified Version of the SERVQUAL Instrument: an Intrinsic
Study on Aspis Real Estate Company by S. Panagiotaropoulou
& L. Ioannoglou, 2008, MBA Strathclyde Business
School.” [Link],
[Link]/4535471/Measuring_Service_Quality_by_
using_a_modified_version_of_the_SERVQUAL_

Intra Part 6, 2008,

[Link]/~lenny/intrabook/part6~[Link].

Hellstrand, Patrik. “Understanding Guest Satisfaction | By Patrik

Hellstrand – Hospitality Net.” Hospitality Net, Hospitality
Net, 1 Jan. 2008,
[Link]/opinion/[Link].

“New Design Challenges to Widely Implement 'Sustainable

Product–Service Systems'.” Journal of Cleaner Production,
Elsevier, 4 Mar. 2015,
[Link]/science/article/pii/S095965261500174
2.

Bawa, M. Mohideen. “Service Quality of Hotel: Weighted Average

SERVQUAL Method.” [Link],
[Link]/25123909/Service_Quality_of_Hotel_Wei
ghted_Average_SERV
[Link]/file/14413436QUAL_Method.

Rezasalehipour. “Customer Satisfaction Marlet Share and

Profitability -...” Customer Satisfaction Marlet Share and
Profitability - Eugene W Anderson Claes Fornell&Amp
Donald R Lehman [Link]/file/14413436
53

APPENDICES
54

University of Bohol

Senior High School Department

City of Tagbilaran

LETTER OF PERMISSION

Dear Miss Sofila Gantalao,

Good Day!

We, the bona fine Grade 12 Accountancy and Business Management students of
University of Bohol Senior High School, are presently conducting a research
entitled “Satisfaction Level of Customers in all 7-Eleven Stores around
Tagbilaran City, Bohol”.

In this connection, we would like to request your permission to conduct a survey

outside the school campus for our Practical Reserarch 2 Subject. Rest assured
that this activity will be used for academic purposes only.

We hope for your positive response on this humble matter. Thank you very much
and God bless.

Respectfully Yours,

CLEVIE JACINTH Z. ENGCOY

Representative, Grade 12 ABM-2
cleviejaz@[Link]

Approved By:

MR. RONALD ACOG

Thesis Adviser

MRS. SOFILA L. GANTALAO

Principal, UB SHS
55

University of Bohol
Senior High School Department
City of Tagbilaran

LETTER OF PERMISSION

Dear Respondent,

Good Day!

We, the bona fine Grade 12 Accountancy and Business Management students of
University of Bohol Senior High School, are presently conducting a research
entitled “Satisfaction Level of Customers in all 7-Eleven Stores around
Tagbilaran City, Bohol”.

In this connection, we would like to request your permission to conduct a survey

using a survey questionnaire with you as our respondent. Rest assured that
confidentiality will be observed and will be used for academic purposes only.

We hope for your positive response on this humble matter. Thank you very much
and God bless.

Respectfully Yours,

CLEVIE JACINTH Z. ENGCOY

Representative, Grade 12 ABM-2
cleviejaz@[Link]

Approved By:

MR. RONALD ACOG

Thesis Adviser

MRS. SOFILA L. GANTALAO

Principal, UB SHS
56

University of Bohol
Senior High School Department
City of Tagbilaran

Dear Respondent,

Good Day!

We, the bona fide grade 12 researchers are conducting a research entitled “Level
of Satisfaction of Customers in all 7 Eleven Stores in Tagbilaran City” as a course
requirement for the Grade 12 under the strand of Accountancy, Business, and
Management (ABM). In view with this, we respectfully choose you as one of our
respondents to answer the printed questionnaire for the completion of the study.

Please provide your honest response and rest assured that your answer will be
treated with utmost confidentiality.

Thank you for your kind cooperation.

Respectfully yours,

CLEVIE JACINTH ENGCOY

Representative, Grade 12- ABM 2
09157109538
cleviejaz@[Link]

Noted by:

MR. RONALD ACOG, CRMGST

Thesis Adviser

MRS. SOFILA L. GANTALAO, MA-Eng

Senior High School Principal
University of Bohol
57

Level of Satisfaction of Customers in all 7 Eleven Stores in

Tagbilaran City
I. DEMOGRAPHIC PROFILE
Name: (optional)___________________
Sex: ( ) Male ( ) Female
Age:
( ) 18 below
( ) 18 - 24
( ) 25 - 34
( ) 35 - 44
( ) 45 - 54

Educational Attainment:
( ) Doctorate ( ) Masteral
( ) College Graduate ( ) College level
( ) High School Graduate ( ) High School level

Work: __________________

II. QUESTIONNAIRE
Instruction: This survey will be used in assessing the level of satisfaction of
customers in all 7-Eleven Stores in Tagbilaran City. Put a Check Mark (√)
on the numbers column which represents your answer. Your answers will
be kept confidentially.

LEGEND:
VS- Very Satisfied NRS- Not Really Satisfied
S- Satisfied NSAA- Not Satisfied At All
58

4 3 2 1
VS S NRS NSAA

2.1 Product
Assortment of goods/products
Products are place in order,
and easy to search
The products price are just right
Availability of products
2.2 Environment
Place is safe at night
Place is safe at day
Security of the area (Security
and CCTV cameras)
Accessible any time
Neatness and Cleanliness of the
area
Comfort of shopping
environment
2.3 Services
Staffs are attentive
Staffs answers questions
Staffs service timely
Methods are used by employees
to deal with complains
Staffs etiquette and courtesy
Staffs initiative in serving
customers
59

Name: Clevie Jacinth Z. Engcoy

Nickname: Hani

Address: Ubujan District, Tagbilaran City, Bohol

Age: 18 years old

Date of Birth: July 2, 2000

Place of Birth: Tagbilaran City, Bohol

Nationality: Filipino

Civil Status: Single

Religion: Non-Catholic Christian

Contact: 09157109538

Parents:

Father: Davie Engcoy

Mother: Cleomelia Engcoy

Educational Background:

Elementary: Merne Graham Memorial School

Junior High School: Royal Christian School

Senior High School: University of Bohol

60

Name: Shane Estallo

Nickname: Bhe

Address: Bingag, Dauis,Bohol

Age: 18 years old

Date of birth: March 27, 2000

Place of birth: Salawag, Dasmariñas, Cavite

Nationality: Filipino

Civil Status: Single

Religion: Roman Catholic

Contact: 09973921699

Parents:

Father: Joel Sabayo

Mother: Regina Estallo

Educational background:

Elementary: Bingag Elementary School

Junior High School: Tabalong National Highschool

Senior High School: University of Bohol

61

Name: Lykka C. Macapinlac

Nickname: Lyks

Address: R. Guimbalena St. Bingag, Dauis Bohol

Age: 17

Date of Birth: November 7, 2000

Place of Birth: Cagayan De Oro City, Misamis Oriental

Nationality: Filipino

Civil Status: Single

Religion: Roman Catholic

Contact: 09273858924

Parents:

Father: Expedito H. Macapinlac

Mother: Desiree C. Macapinlac

Educational Background:

Elementary: Tagbilaran City Central Elementary School

Junior High School: University of Bohol

Senior High School: University of Bohol

62

Name: Mark Stephen M. Pintal

Nickname: Mac-mac

Address: Luyo, Dimiao, Bohol

Age: 17 years old

Date of Birth: July 26, 2001

Place of Birth: Bacoor, Cavite

Nationality: Filipino

Civil Status: Single

Religion: Roman Catholic

Contact: 09508929370

Parents:

Father: Teofanes M. Pintal

Mother: Ma. Divina Magaway

Educational Background:

Elementary: Dimiao Central Elementary School

Junior High School: Saint Nicholas Academy

Senior High School: University of Bohol

63

22

Name: Joy Karren C. Rañosa

Nickname: Bejoy

Address: Catagbacan Norte, Loon,Bohol

Age: 17 years old

Date of Birth: February 25, 2001

Place of Birth: Catagbacan Norte, Loon,Bohol

Nationality: Filipino

Civil Status: Single

Religion: Roman Catholic

Contact: 09385780470

Parents:

Father: Gil P. Rañosa

Mother: Maria Junabeth C. Rañosa

Educational Background:

Elementary: Lawis Elementary School

Junior High School: Saint Teresa Academy

Senior High School: University of Bohol

64

Name: Frecil A. Rejas

Nickname: Fres

Address: Catagda-an, Pilar, Bohol

Age: 17 years old

Date of Birth: July 10, 2001

Place of Birth: Inaghuban, Pillar, Bohol

Nationality: Filipino

Civil Status: Single

Religion: Roman Catholic

Contact: 09484521231

Parents:

Father: Alfredo Rejas

Mother: Claudia Rejas

Educational Background:

Elementary: Inaghuban Elementary School

Junior High School: Virgen del Pilar Academy

Senior High School: University of Bohol

65

Name: Novie Mae C. Rife

Nickname: Bing/Yang

Address: Laya, Baclayon, Bohol

Age: 17 years old

Date of Birth: November 10, 2000

Place of Birth: Tagbilaran City, Bohol

Nationality: Filipino

Civil Status: Single

Religion: Roman Catholic

Contact: 09366914961

Parents:

Father: Deceased

Mother: Brenda Rife

Educational Background:

Elementary: Holy Family of Nazareth School

Junior High School: Holy Family of Nazareth School

Senior High School: University of Bohol

66

Name: Shara Mae B. Roferos

Nickname: Shang

Address: Catagbacan Handig Loon, Bohol

Age: 18 years old

Date of Birth: July 14, 2000

Place of Birth: Tagbilaran City, Bohol

Nationality: Filipino

Civil Status: Single

Religion: Roman Catholic

Contact: 09074251397

Parents:

Father: Gerry Roferos

Mother: Nelfa Roferos

Educational Background:

Elementary: Lawis Elementary School

Junior High School: Saint Teresa Academy

Senior High School: University of Bohol

67

Name: Marie Nicole S. Subsuban

Nickname: Nicole

Address: Poblacion, Dagohoy, Bohol

Age: 17 years old

Date of Birth: April 17, 2001

Place of Birth: Manila

Nationality: Filipino

Civil Status: Single

Religion: Iglesia ni Cristo

Contact: 09569979641

Parents:

Father: Nicodemos Subsuban

Mother: Marilen Subsuban

Educational Background:

Elementary: Dagohoy Central Elementary School

Junior High School: Dagohoy National High School

Senior High School: University of Bohol