FACTORS AFFECTING THE NUMBERS OF CUSTOMERS SATISFACTION

AND INCOME OF COMPUTER SHOPS IN STA. CRUZ, LAGUNA

YEAR 2019-2020

A Research Paper
Presented to Union College of Laguna
School of Integrated Preparatory Studies
Santa Cruz, Laguna

In Partial Fulfillment of
The Requirements for Practical Research 2

LOUISE JEAN PEREZ FLORES

KRISHA JOY DE RAMOS ALARCOS
RHAIZA TALABIS CALDERON
August 2019
 Chapter 1

THE PROBLEM AND ITS BACKGROUND

Introduction

In this world, the computer we know has its own beginning. And as the

time goes by, computers became more powerful that can even influence the life

of the person who is using it. As the computers become part of our society, many

businessman started to build computer shops. Computer shop can use by the

public, usually for fee. It can use to search information, share your own data, and

other ways that can make our life easy. Computer shops was built for the people

who can’t afford to buy their own computers and also to the people who wants a

high speed internet connection.

Internet cafés are located worldwide, and many people use them when

traveling to access webmail and instant messaging services to keep in touch with

family and friends. Other than travelers, in many developing countries Internet

cafés are the primary form of Internet access for citizens as a shared-access

model is more affordable than personal ownership of equipment and/or software.

In the contemporary environment the only constant is change. Therefore,

businesses have to develop different strategies in order to survive in long run.

One of the best strategies is about satisfying the customers that ensure a long

term growth of business. This study has considered the two main important

factors as pricing and customer’s services to know its effects on customer

satisfaction. Factors affecting customer satisfaction are key concern for any

organization, department or country because through customer satisfaction any

business can establish long term relationship with customer.

The main objective of this study is to keep your customers as happy as

possible, or even go further and delight them. You have to remember that it might

take years of hard work to build a business in having a good reputation and just

one bad move is enough to damage it. In today’s world of social media, where

information spreads instantly, very little is required to change the perception of a

business. You probably also know that the costs of retaining existing customers

are lower then obtaining new ones, therefore, you should put extra care to having

your customer satisfaction level as high as possible.

Background of the Study

Computer shops are one of the most fast-booming business in the

Philippines nowadays. But what is a computer shop? What are the

characteristics of a computer shop? A computer rental shop is a place where one

can use a computer with Internet access, most for a fee, usually per hour or

minute; sometimes one can have unmetered access with a pass for a day or

month, etc. Internet rental shops started out in the late 1990s as LAN shops- a

center in which computers are networked in order to play LAN games.

Beverly Steitz (2013) The customer is charged by the time they spent

using computers. Some computer shops also provide snacks and drinks. Here in

the Philippines almost every corner has computer shops. Computer shops can
also be found inside malls or in some cases inside cafe shops. But some

computer shops prohibit customers below 18 years old from playing or renting a

computer while class hours are still ongoing. Computer shops are well known

because other than inexpensive rent, other people can't afford buying a computer

or inquiring home internet for themselves.

Computer shops are used for entertainment and communication such as

playing online games or multiplayer games and communicating with someone

important like their family and friends who is far away from them. In some cases,

others spend the whole night just to play and enjoy with their friends. Because of

the strong demand the owner of the computer shop gain more profit. Many

people become successful because of having computer shop as their business.

As the time goes by, a lot of new developed computers was built. This time,

computers became smaller, more reliable, more powerful and they are able to

run many different sites and programs at the same time. As the result computer

shop also evolve and became popular especially in the Philippines. The

researchers would be able to determine if the computer rental shops in Sta. Cruz,

Laguna are able to satisfy their customers and their income will increase.

Theoretical Framework

Theories help the researchers in understanding the things which are

unusual and cannot be explained explicitly. Through these, researchers were

able to learn things. In this study of consumer satisfaction and income of

computer shops, the research for study purposes become convenient and serve

as a good source of income for businessmen. They put up different computer

rental shops, as well as internet café, that increase the competition in their own

field. And one of their main concerns is to improve their operations and a better

services to have fast and manageable transaction in their business and

customers satisfaction.

Customer Satisfaction (CSAT) is a commonly used key performance

indicator that tracks how satisfied customers are with your organization's
products and/or services. It’s a psychological state that is measured by the
customer’s expectations. By knowing what those expectations are, you can
dramatically increase your customer’s loyalty to your brand.

The Dissonance Theory. According to this theory, the existence of

dissonance produces pressures for its reduction, which could be achieved by

adjusting the perceived disparity. This theory holds that "post exposure ratings

are primarily a function of the expectation level because the task of recognizing

disconfirmation is believed to be psychologically uncomfortable.

This theory has not gained much support from researchers, partly

because it is not clear whether consumers would engage in such discrepancy

adjustments as the model predicts in every consumption situation. It fails as a

complete explanation of consumer satisfaction, however, it contributes to the

understanding of the fact that expectations are not static in that they may change

during a consumption experience.

The Contrast Theory. According to this theory, when actual product

performance falls short of consumer’s expectations about the product, the

contrast between the expectation and outcome will cause the consumer to

exaggerate the disparity (Yi, 1990).

 This theory predicts that product performance below expectations will be

rated poorer than it is in reality (Oliver & DeSarbo, 1988). In other words, the

Contrast Theory would assume that "outcomes deviating from expectations will

cause the subject to favorably or unfavorably react to the disconfirmation

experience in that a negative disconfirmation is believed to result in a poor

product evaluation, whereas positive disconfirmation should cause the product to

be highly appraised" (Oliver, 1977, p. 81).

Conceptual Framework

To give a clear perspective of the study, the conceptual framework is

presented in a form of a paradigm.

Independent Variable Dependent Variable

Excellent service Level of Satisfaction

 High speed internet  High Satisfaction

connection
 Low Satisfaction
 High tech equipment

Figure 1. The Research Paradigm of the Study

The independent variable consists of the excellent service, which are the High

speed internet connection and High tech equipment. The dependent variable

consists of the level of satisfaction of customers in computer shops to be

measured in terms of low and high satisfaction.

 The arrow connecting the independent variable and dependent variable

shows the difference between the excellent service and the level of satisfaction

of customers in computer shops.

Statement of the Problem

The major purpose of this study was to determine the difference between

the excellent service and the level of satisfaction of customers on computer

shops in Sta. Cruz, Laguna Year 2019 – 2020.

Specifically, it aims to answer the following questions:

1. How to satisfy customers in computer shops?

1.1 High speed internet connection; and

1.2 Affordability?

2. How to scale the level of satisfaction of customers?

2.1 Lowly Satisfied; and

2.2 Highly Satisfied?

3. Is there a significant difference between the excellent service and

the level of satisfaction of customers?

Research Hypothesis

There is no significant difference between the excellent service and the

level of satisfaction of customers?

Significance of the Study

This study may be beneficial to the following:

 To the researcher, it will be a chance to gain experience and to grow.

This study will give more information to understand that can widen our

knowledge.

To the entrepreneur, they will know what to do if they want to open a

business of computer shop. They will also know what to do if there are problems

in maintaining their computer shops. It will be easy for them to solve certain

problems like power interruptions, etc.

To the Owners, This study will help the owner of computer shops by

giving them the knowledge on how they can satisfy their customer. They will gain

different strategies, like how they will solve certain problems when something

happen to their computers or if there is a power interruption.

To the workers, this study helps the workers to satisfy their future

customers . This study helps to gain more strategy on how to deal present

problems like unsatisfied customer, maintenance problems, electrical

interruptions, etc.

To the customers, it will benefit customers in the way that they know that

the money they spent on computer shops were worth it. This study will guarantee

that there will be no problems if they use computer in the computer shop. If there

are problems it will be easily solved because of this research.

To the ABM students, this study will help the ABM students to enhance

their entrepreneur skills and knowledge. It will also widen their information and
insights in their strand. This study will also be a motivation to the ABM students

who wants to become entrepreneur someday.

Scope and Limitation

This research is only applicable to the selected computer shop owners in

Sta. Cruz, Laguna.

This study focuses on how computer shop owners satisfy their customers.

The data needed will be accumulated through survey. All findings and

conclusions will gather from this study from selected computer shop owners.

Definition of Terms

For better clarification and understanding of the terms related to this study,

the following terms are defined conceptually.

Booming - having a period of great prosperity or rapid economic growth.

Competitive edge - the fact that a company has an advantage over its

competitors.

Customer relationship - is a process of managing an organization’s interactions

with current and future customers.

Computer shop - a place which internet access is provided for the public,

usually for fee.

Innovative - introducing or using new ideas or methods.

Bibliography:

https://www.academia.edu/35776375/Chapter_1_THE_PROBLEM_AND_ITS_B
ACKGROUND?fbclid=IwAR1vXVO-
lSyRtW8nBxPB0fLnsP1S6jMKh3GJywrZ5MsPrvx5OOjnvn0Eoy0

https://www.researchgate.net/publication/316819596_THE_CONCEPTUAL_FRA
MEWORK_OF_THE_FACTORS_INFLUENCING_CONSUMER_SATISFACTIO
N_IN_SOCIAL_COMMERCE

https://www.toolshero.com/quality-management/servqual-model/

https://www.researchgate.net/publication/225083802_SERVQUAL_A_multiple-
_Item_Scale_for_measuring_consumer_perceptions_of_service_quality

https://www.qualtrics.com/experience-management/customer/customer-
satisfaction-theory/

http://psrcentre.org/images/extraimages/12%201213003.pdf

https://books.google.com.ph/books?hl=en&lr=&id=4TUXGG0Cf5cC&oi=fnd&pg=
PA68&dq=contrast+theory+yi+1990&ots=Vopm8SXKJr&sig=knXEvsRH6Xs2ekx
nDzxtD0ICMKs&redir_esc=y#v=onepage&q&f=false

https://journals.sagepub.com/doi/abs/10.1177/109634800102500201