International Journal of Advanced Research in ISSN: 2278-6236

Management and Social Sciences Impact Factor: 7.065

TITLE: THE LEVEL OF SATISFACTION OF INTERNET CAFÉ USERS

Romel C. Nemiňo,Surigao del Sur State University, Philippines

ABSTRACT

The primary aim of this study is to determine the level of satisfaction of internet café users in
Bislig City. Researcher-made questionnaire was employed with a sample of 488 respondents
using the non probability sampling. Findings reveal that most of the customers or internet
users are females and single in status ages 16 – 20 years old. In terms of the educational
attainment, most of them are in the tertiary level and are believers of the Roman Catholic
faith. As to the problems encountered with the use of the internet, most of the users respond
that slow access is the lingering issue when going online. Further, findings reveal that the
level of satisfaction of internet users is moderately satisfied. To determine the significant
difference in the level of satisfaction of customers when grouped according to demographic
profile and problems encountered, the t-test for independent samples and analysis of
variance are utilized. Results further disclose that age, sex, civil status, religious affiliation,
educational attainment, occupation, gross monthly income and the problems encountered
do not show any significant difference with regards to their level of satisfaction. Empirical
results of this study may contribute to the internet café owners and operators as this is
essential to improve the competitiveness of the internet café operators or owners by giving
much emphasis on the services offered beyond what internet can provide to achieve superior
customer satisfaction.
Keywords: customer satisfaction, internet, service, Philippines

INTRODUCTION
The Internet today is an outgrowth of several investments in research networks. It has
developed and evolved through multi-agency programs that build on the successes of the
previous programs. These investments by the academe and industry stimulate the rapid
growth of Internet market. It is the heart of the “information age” called the “mother of all

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networks”. The Internet is a worldwide network that connects up to 400,000 smaller

networks in more than 200 countries. These networks link educational, commercial,
nonprofit and military entities (Sawyer, 2001). Smith (2000) in his book “e-Commerce”
opines that the internet also provides companies and individuals with the opportunity to
completely change the way it conducts business and allows to disseminate information and
applications online and link with widely dispersed partners to add value for the customers.
One of the most vital challenges of the Internet as a service delivery channel is providing
and maintaining service quality. As an input of customer trust, it becomes satisfaction and
lead to loyalty as an output (Mojares, 2014). Customer satisfaction is well recognized by the
forefront theorists on the notion that a single variable manifests a direct response of the
customer’s evaluation where such response has not yet undergone its pre-evaluation (Isac &
Rusu, 2014). Further, Reichheld cited by Mojares (2014) inferred that whether customers
are satisfied or not, such behavior poses a defect on it. Such choice, price, income and
convenience are among the many variables which affect the behavior of the customers to
obtain satisfaction. Since customer satisfaction is the core of this study, service quality is
also essential in assessing the level of satisfaction a customer perceives. The foundation of
this study points much to the interest of the researcher as the Philippines begins to open its
resources to industrialization and modernization of communication. While extant studies
regarding internet usage have been made, few studies relative to internet satisfaction
among internet café users have been investigated. This gap ushers a much intriguing extent
in the body of literature. The foregoing study prompted the researcher to address this
disparity.

OBJECTIVE OF THE STUDY

This study attempted to describe the level of satisfaction of internet café customers.
Specifically, it sought answers to the following questions:
1. What is the profile of the internet café operators in terms of the following:
a. Type of Business Organization
b. Year of the Start of the Business Operation
c. Service Offerings
d. Capitalization

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Management and Social Sciences Impact Factor: 7.065

e. Source of Investment
f. Service Fees
g. Service Hours
h. Internet Service Provider
i. Computer Peripherals
j. Manpower
k. Location Decision
l. Average Daily Revenue
m. Problems encountered by the internet café operators?
2. What is the profile of the users/customers in terms of the following:
a. Age
b. Sex
c. Civil Status
d. Religious Affiliation
e. Educational Attainment
f. Occupation
g. Gross Monthly Income?
3. What are the reasons of the customers for availing of the internet services?
4. What are the problems customers usually encounter when they avail of internet
services?
5. What is the customer’s level of satisfaction in relation to the following:
a. Services Offered
b. Store Layout
c. Store Location
d. Service Fees/Charges
e. Service Hours
f. Hardware and Software Peripherals
g. Customer Service?
6. Is there a significant difference in the level of satisfaction of customers when grouped
according to their a) demographic profile and b) problems encountered?

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 International Journal of Advanced Research in ISSN: 2278-6236
Management and Social Sciences Impact Factor: 7.065

LITERATURE REVIEW
This portion of the research grind presents the review of literature and studies that provides
bearing on this investigation. The review of literature emanates around the variables
enumerated as reflected in the objectives of study. These comprise the overview of internet
in the Philippines, customer satisfaction, and customer services. The following literature and
studies are taken from the context of books, magazines, and Internet.

INTERNET IN THE PHILIPPINES

Minges , Magpantay, Firth and Kelly cited by Labucay (2014) made mention that the Internet
was first launched in the Philippines on March 29, 1994. It was the Philippine Network
Foundation that obtained the country’s first public access to the internet. Since its
inception, Filipino internet users had grown progressively. Base from the World Bank,
Labucay also added that the International Communication Union (ITU) projects the
percentage of Filipino internet users from 0.006 in 1998 to 36 percent in 2012. The
renaissance of Internet significantly changes the lives of the new generation (Abdrbo &
Hassanein, 2017) and it even becomes part of our daily lives especially with the younger
generation. Fischer (2000) opined the work of Ricciuti that the tremendous growth of the
Internet and particularly the World Wide Web has led to a critical mass of consumers and
firms participating in a global online market place. The rapid adoption of the Internet as a
commercial medium has caused firms to experiment with innovative ways of marketing to
consumers in computer – mediated environments. These developments on the internet are
expanding beyond the utilization of the Internet as a communication medium to an
important view of the Internet as a new market. Just like any other country in the world,
Philippines has able to embrace the remarkable power of the Internet. In fact, according to
Broadband Commission cited by Go and Hechanova (2014), two out of three Filipinos utilize
Internet as a means of social network which is the highest penetration in the world so far.
However, the same study revealed that only 29 percent of the Filipinos do have Internet
access. But in recent years, in his study Subido (2017) pointed out that internet users in the
Philippines upsurged by 27 percent or 13 million users from January 2016 to January 2017
which is actually four times the seven percent growth rate in the past twelve month period.

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Management and Social Sciences Impact Factor: 7.065

The author also added that Filipino internet users have rapidly grown up to sixty million as
of January 2018 or close to sixty percent of the population itself.

CUSTOMER SATISFACTION
Customers in any organization are so called the building blocks. Without these customers
organizations are impossible to exist or if it is may face the difficulties in this competitive
global environment (Mburu, 2014). For Mirzagoli and Memarian (2015), customers are
defined by people or processes that need the product to function. Customers’ expectations,
perceptions and preferences are the core elements leading to satisfaction. Whether
satisfactory or not, customers can eventually see the difference in terms of their
expectations after enjoying it. Additionally, if firms and customers create the value of
satisfaction, such causes of dissatisfaction or complaints have to be pondered and replaced
it with high quality products to the customers. Omar, Ariffin, and Ahmad (2016) posit that
having the value perceived portrays a pivotal role in the consumer purchase decision
implicating that behavioral intentions are the byproducts of perceived value. In other words,
when customers perceive a very high value consumption experience, they eventually
express these experiences into positive behavioral responses. Because of efficient and
effective offerings, customers are likely to revisit in order to meet their intentions or
perform any other activities with the same feeling of economic benefits. Serin, Balkan, and
Dogan (2013) contend that the concept of customer satisfaction in today’s competitive
market place is regarded as the primary factor in identifying the organization’s
accomplishments. With its wide array of definitions, customer satisfaction implies three
shared components. These are the response, particular focus and its time element. Having
these factors identified aid customers decide whether or not to stay or look for other
organizations to serve their needs.

CUSTOMER SERVICES
When customers compare their observations on before-service expectations from that of
their actual-service encounters along with their post purchase experience, service quality
emerges from the viewpoint of Naik et al. cited by Ling, Fern, Boon and Huat (2016).
Numerous research studies have concerted much effort in investigating the relationship

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between quality and customer satisfaction (Ngai, Moon, Lam, Chin & Tao, 2015). The
essence of providing good customer service religiously is not that easy since humans as we
are do provide it and because of that we are less consistent in giving services than machines
especially that the quality of service varies from different people of different periods of time
(Levy & Weitz, 2007). In today’s marketing environment, services are confronted with a lot
of issues. These are the quest to innovate new service strategies that will better address
customer needs, enhance the quality and diversity of the prevailing services and provide
these services in such a way that exceeds customer expectations (Peter & Donnelly, 2013).

THEORETICAL FRAMEWORK
The Theory of Disconfirmation is employed to assimilate the level of customer satisfaction in
this study. According to this theory, the degree of satisfaction is measured to as to the size
and direction of the disconfirmation experience which is evidently seen when customers
compare service performance against that of their expectations (Ekinci & Sirakaya, 2004).
Ekinci and Sirakaya also added that the theory itself is a judgment that a product or service
feature, or the product or service itself provides a pleasurable level of consumption-related
experience including the levels of under or over fulfillment remarks.

RESEARCH DESIGN AND METHODS

In consonance with the theory base, the researcher illustrated the study employing the
constructs intended for its purpose. Shown in Figure 1 are the profiles of the internet café
operators as a whole. Other constructs include the type of business organization, year
business operation started, service offerings, capitalization, source of investment, service
fees, service hours, Internet Service Providers (ISPs), computer peripherals, manpower,
location decision, average daily revenue and problems encountered by the internet café
operators. These variables are executed in such a manner that affects the level of
satisfaction of customers being another variable. These are response variables that are
being observed and measured to determine the effect of the other variable. These include
services offered, store layout, store location, service fees/charges, service hours, hardware
and software peripherals and customer service. Further, to aid in determining the level of
satisfaction of customers, three variables were identified to ascertain its relationship. These

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include the profile of the customers in terms of age, sex, civil status, religious affiliation,
education attainment, occupation and gross monthly income; the reasons of customers for
availing of the internet services and the problems customers usually encounter when they
avail of the internet services.
Hypothesis
The study was conducted under the assumption that there will be more Internet users in the
Philippines in the next few years. People will use internet as a means of conducting business
transactions online because of its highly technical advantage. Further, Internet café industry
will still also upsurge on the coming years due to the radical transformation of information
superhighway where people conduct vital transactions online. The level of significance at
alpha 0.05 and the hypothesis stating, “There is a significant difference in the level of
satisfaction of the customers when grouped according to their a) demographic profile and b)
problems encountered” was tested in the study.

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io
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b. Re
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 International Journal of Advanced Research in ISSN: 2278-6236
Management and Social Sciences Impact Factor: 7.065

RESULTS AND DISCUSSION

Profile of the Internet Café Operators

Shown in Table 1 are the seven internet cafés which are the subjects of the study, the type
of business organization and the year business operation started. It can be gleaned that only
one internet café categorizes as partnership and the rest are sole proprietorships. This
simply means that most of the internet cafés in the locality are solely owned by the
operators themselves while the other one is a partnership owned and operated by two
persons. As surveyed, operators prefer sole proprietorships due to the flexibility in decision-
making. Further, JK’s Internet Café is the earliest café that started its operations in June
1999 followed by E – Internet in October 2000 while Pentium is the newest café which
started only in February 2004. This shows that the locality has accessed the internet in 1999.

Table 1. Type of Business Organization and Year Business Operation Started

Year Business
Internet Café Type of Business Organization
Operation Started

CB Love Sole Proprietorship March 23, 2002

R&N Partnership August 20, 2001
Franklene Sole Proprietorship September 4, 2003
JK Sole Proprietorship June 13, 1999
MJCT.com Sole Proprietorship July 1, 2003
Pentium Sole Proprietorship February 12, 2004
E – Internet Sole Proprietorship October 28, 2000

SERVICE OFFERINGS
Presented in Table 2 are the various services offered by the internet cafés. It is apparent
enough that all internet cafés offer internet services (a). This clearly shows that the rapid
growth of Internet paves the way for the internet café operators since customers seek
information in a way internet works. R & N Internet Café offers quite a number of services in

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Management and Social Sciences Impact Factor: 7.065

contrast with the other cafés. Only instant digital printing and laminating (i) are not offered.
This is followed by JK’s, Pentium, MJCT.com, E – Internet and Franklene. CB Love offers only
two services, internet (a) and photo scanning (o). Meanwhile, only CB Love does not offer
computer games while the remaining cafés consider computer games as one of the
important services for the customers. This also shows that aside from internet, the presence
of computer games affects the service offerings of the internet café.

Table 2. Services Offered by the Internet Cafés

Internet Service Offerings

Café a b c d e f g h i j k l m n o p q
i ii iii iv v
CB Love / /
R&N / / / / / / / / / / / / / / / / / /
Franklene / / / /
JK / / / / / / / / / /
MJCT.com / / / / /
Pentium / / / / / / / /
E – Internet / / / /
Legend: a. Internet b. Networking and communication maintenance c. Repair, upgrade and
trouble shooting d. Software and system analysis e. Consultancy f. Computer rental g. Logo
lay-out h. Computer encoding and printing i. Instant digital printing j. Laminating k. Scanning
l. Video editing (basic) m. CD copying n. Wedding invitations/calling cards o.
Photocopying/Xerox p. Games q. Tutorial; i. Desktop publishing ii. MS Office XP iii. Graphics
iv. Programming languages v. Word Processing
CAPITALIZATION, SOURCE OF INVESTMENT, SERVICE FEES, SERVICE HOURS INTERNET
SERVICE PROVIDERS
Depicted in Table 3 are the internet café operators’ capitalization, source of investment,
service fees and hours and the Internet Service Providers. As shown on the table, there are
only two internet cafés that capitalized the internet business for over PhP 300,000. The least
investment ranges from PhP 50,001 – PhP 100,000. This shows that capitalization of such

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Management and Social Sciences Impact Factor: 7.065

business industry varies one from the other considering the amount of resources needed as
well as the sources of investment are concerned. On the other hand, service fees and
service hours have the same choices all throughout the cafés except for E – internet which
has a service/internet fee of PhP 20 per hour. As surveyed, the café could not compete to
the PhP 15 per hour internet fee considering the rent of the building is high. All internet
cafés render daily service hours. Only E – Internet and JK provide satellite networks. PhilCom
is the primary Internet Service Provider except for Franklene, MJCT.com and Pentium which
also subscribe from PLDT. This was manifested during the survey wherein according to the
operators PhilCom subscription rates are lower than PLDT while satellites are expensive

Table 3. Capitalization, Source of Investment, Service Fees, Service Hours Internet Service
Providers

Internet Source of Service Service

Capitalization I.S.P.
Café Investment Fees Hours

PhP 100,001 to PhP 15 /

CB Love Loan Everyday PhilCom
200,000 hr
PhP 100,001 to PhP 15 /
R&N Partnership Everyday PhilCom
200,000 hr
PhP 15 /
Franklene Over PhP 300,000 Foreign aid Everyday PLDT
hr
Other PhP 15 / PhilCom
JK Over PhP 300,000 Everyday
business hr Satellite
PhP 50,001 – PhP 15 / PhilCom
MJCT.com Family aid Everyday
100,000 hr PLDT
PhP 200,001 to Other PhP 15 / PhilCom
Pentium Everyday
300,000 business hr PLDT
E– PhP 100,001 to Other PhP 20 / PhilCom
Everyday
Internet 200,000 business hr Satellite

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Management and Social Sciences Impact Factor: 7.065

COMPUTER PERIPHERALS AND MANPOWER

Presented in Table 4 are the computer peripherals and manpower of the internet cafés. As
shown, JK’s Internet Café has a total manpower of 4 and 70 workstations of which 30 of
these workstations are Intel Celeron CPU’s, 5 Pentium IV CPU’s and 35 AMD Athlon CPU’s.
CB Love and R & N cafés have 10 workstations, the least number among the seven internet
cafés. This shows that the computer peripherals of these internet cafés follow the trend of
the rapid change of central processing units (CPU’s) and operating systems from time to
time.
Table 4. Computer Peripherals and Manpower

Computer Peripherals
Café Manpower
CPU Units Multimedia Total

Intel
1 1
Celeron
7 7
CB Love Pentium III 10 1
2 2
Pentium IV
0 0
AMD Athlon
Intel
8 8
Celeron
0 0
R&N Pentium III 10 2
2 2
Pentium IV
0 0
AMD Athlon
Intel
6 6
Celeron
8 8
Franklene Pentium III 15 2
1 1
Pentium IV
0 0
AMD Athlon
Intel 30 30
JK 70 4
Celeron 0 0

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Pentium III 5 5
Pentium IV 35 35
AMD Athlon
Intel
8 8
Celeron
0 0
MJCT.com Pentium III 24 2
16 16
Pentium IV
0 0
AMD Athlon
Intel
18 18
Celeron
0 0
Pentium Pentium III 18 1
0 0
Pentium IV
0 0
AMD Athlon
Intel
0 0
Celeron
25 25
E – Internet Pentium III 25 2
0 0
Pentium IV
0 0
AMD Athlon
LOCATION DECISION AND AVERAGE DAILY REVENUE
Shown in Table 5 are the location decisions and the operators’ average daily revenue. It is
revealed that five out of seven internet cafés inferred that near commercial areas are the
primary reasons for choosing the location. On the other hand, only three of these cafés
deliberately answered cheap rental. This shows that locating business in such commercial
areas would affect the revenues. For example, JK’s Internet Café point out the highest
average daily revenue ranging from PhP 3,001 – PhP 4,000 since the location is within the
commercial area.

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Table 5. Location Decision and Average Daily Revenue

Average
Near
Internet Near Cheap Daily
commercial No competition
Café school rental Revenue
area

CB Love / PhP 1,000 – 2,000

R&N / / PhP 1,000 – 2,000
Franklene / PhP 1,000 – 2,000
JK’s / PhP 3,001 – 4,000
MJCT.com / PhP 2,001 – 3,000
Pentium / PhP 2,001 – 3,000
E – Internet / PhP 2,001 – 3,000

PROBLEMS ENCOUNTERED BY INTERNET CAFÉ OPERATORS

Presented in Table 6 are the various problems encountered by the Internet Cafés in so far as
internet services are concerned. Apparently, all internet cafés have encountered slow server
connectivity. This is mainly because there are only two Internet Service Providers (ISPs) in
the locality and cafés have no other choices. These make the cafés hard enough to search
for better ways. Frequent power interruption is also a recurring problem due to power
supply shortage and that the management is still looking for ways to maximize the supply of
electricity. As surveyed, all café operators and attendants admitted that they had no power
alternative such as generator.

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Table 6. Problems Encountered by Internet Café Operators

Internet Café Problems

a b c d e f g
CB Love / / /
R&N / / / / /
Franklene / / /
JK’s / / / /
MJCT.com / / / /
Pentium / / / /
E - Internet / / / / /
Legend: a. price war b. minimal users c. fast obsolescence of equipment d. slow server /
connection e. limited technical knowhow on computer trouble shooting f. frequent power
interruption g. limited internet service provider (ISP)
PROFILE OF THE USERS/CUSTOMERS IN TERMS OF AGE
Depicted in Figure 2 is the distribution of age of the respondents. As can be seen, the age
bracket of 16 – 20 years has the most number of respondents while below 15 years old has
the least. Customers between 16 – 20 years of age comprise 52 percent of the total number
of respondents. This is followed by ages between 21 – 25 years old of about 138 or 28
percent. This reveals that most of the customers or internet users are teenagers who belong
to the age bracket between 16 – 20 years old and young adults who belong to the age
bracket of 21 – 25 years old. This also means that these two age brackets are more inclined
to internet than the others. More so, there are only 46 internet users or 9 percent of the
total number of respondents who belong to the age bracket of 26 – 30 years of age followed
by 16 users or 3 percent who are between 31 – 35 years of age.

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31, 6%
16, 3% below 15
10, 2% 16-20
46, 9% 21-25
26-30

247, 52% 31-35

138, 28% 36 above

Figure 2. Profile of the Users/Customers in terms of Age

PROFILE OF THE USERS/CUSTOMERS IN TERMS OF SEX

Portrayed in Figure 3 is the distribution of respondents according to sex. The figure reveals
that most of the internet users or customers are predominantly female. From the
distribution presented female users account to 72 percent of the total number of
respondents higher than men of only 28 percent. This is because communicating to other
users elsewhere in a form of chat is the primary reason why they spend most of the time in
the internet rather than males do. The findings are similar to that of the survey conducted
by the DigitalFilipino.com in 2003 wherein more women went online than men in the
Philippines. This was also seconded by the Internet café operators who disclosed during
interviews that women spent most of their time to chat online rather than men.

138, 28%

Male

Female

350, 72%

Figure 3. Profile of the Users/Customers in terms of Sex

PROFILE OF THE USERS/CUSTOMERS IN TERMS OF CIVIL STATUS

Illustrated in Figure 4 are the respondents’ civil statuses. The table shows that most of the
customers who avail of the internet services are single. This accounts 85 percent of the

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total number of respondents. This is followed by married users who comprise 12 percent of
the total number of respondents. This signifies that singles are more inclined to surf in the
internet most probably because they can spend more time surfing or have lesser household
responsibilities compared to married, widow/widower and single parent users do.

5, 1%
60, 12% 8, 2% Single
Married
Widow / Widower
Single Parent
415, 85%

Figure 4. Profile of the Users/Customers in terms of Civil Status

Profile of the Users/Customers in terms of Religious Affiliation

Presented in Figure 5 is the religious affiliation of the respondents from the various
organizations. As depicted, there are 391 customers or users who belong to the Roman
Catholic affiliation who comprise 80 percent of the total number of respondents. This is
followed by Protestants with 59 customers who also comprise 12 percent of the total
number of respondents. These reveal that most of the users/customers who avail of the
internet services are coming from the Roman Catholic organization mainly because they
comprise a considerable population in the locality.

28, 6%
10, 2%
Roman Catholic
59, 12%
Protestant
B.A. / C.G.
I.N.C.
391, 80%

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Figure 5. Profile of the Users/Customers in terms of Religious Affiliation

PROFILE OF THE USERS/CUSTOMERS IN TERMS OF EDUCATIONAL ATTAINMENT
As shown in Figure 6, educational attainment is also used to measure the profile of the
respondents. Generally, there are 337 users/customers or 69 percent of the total number of
respondents who belong in the college level. This is followed by users who are already
college graduates who comprise 87 or 18 percent of the total number of respondents
followed by the high school level, high school graduates and elementary, the least. The table
reveals that internet customers in the locality have reached tertiary level and are equipped
with fundamental skills in the rapid growth of computer technology and widespread of
internet. Additionally, the existence of different colleges and the university in the locality
provides opportunity for the people to pursue higher educational level.

2, 0%
40, 8%
87, 18% Elementary
22, 5%
H.S.L.
H.S.G.
College Level
College Graduate

337, 69%

Figure 6. Profile of the Users/Customers in terms of Educational Attainment

PROFILE OF THE USERS/CUSTOMERS IN TERMS OF RESPONDENT’S OCCUPATION

Depicted in Figure 7 are the various occupations of the respondents. At the broad-spectrum,
college students dominate most as customers of the internet cafés of about 339 or 69
percent of the total number of respondents. This is primarily because they spend much time
doing internet research work, surfing special topics for the class, browsing new concepts
and studies about their assignments. Since internet contributes much to the development of
students they are encouraged to do internet research other than making use of the library
resources. Moreover, unlike employees who are working eight hours a day, students have
ample time to avail of the internet. This was also supported during interview that majority
of the customers were students coming from the various schools and colleges in the locality.

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9, 2% 45, 9%
Student
57, 12%
Self - employed
Private Employee
Gov't Employee
339, 69% Unemployed
38, 8%

Figure 7. Profile of the Users/Customers in terms of Occupation

PROFILE OF THE USERS/CUSTOMERS IN TERMS OF GROSS MONTHLY INCOME

Exhibited in Figure 8 is the distribution of respondents according to their gross monthly
income. At the broad spectrum, the table shows that there are 299 of the respondents
having a gross monthly income ranging between PhP 5,001 – PhP 10,000. This comprises 61
percent of the total number of the respondents. This is followed by income below PhP 5,000
that comprises 22 percent of the total number of the respondents. This reveals that
students rely from their family income once they avail of the internet services of the
internet cafés

19, 4% 6, 1% below PhP 5,000

107, 22%
57, 12% PhP 5,001-10,000
PhP 10,001-15,000
PhP 15,001-20,000
Over PhP 20,000
299, 61%

Figure 8. Profile of the Users/Customers in terms of Gross Monthly Income

CUSTOMER’S REASONS FOR AVAILING THE INTERNET SERVICES

Displayed in Table 7 are the various reasons why customers avail of the internet services.
Most of the customers in the internet cafés indicate chat as the primary reason why they

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avail of the internet services. As surveyed, customers reasoned out that chat has offered a
new form of an entertainment-like activity and considered it as one of their favorite leisure
pursuits. Further, they also pointed out that chat paved the way to see and meet old and
new friends alike through webcams. Other users also answered e-mail/check mail as their
reasons for availing the internet services. The use of these e-mail accounts once registered
helped them to fast track messages to their friends, loved ones and business matters. On
the other hand, only users/customers of JK’s Internet Café reveal that e-mail/check mail is
their primary reason for availing of the internet services.
Table 7. Customer’s Reasons for Availing of the Internet Services

CB Love R& N Franklene JK’S MJCT.com Pentium E-Internet

R
N % N % N % N % N % N % N %

a 6 8.57 3 4.29 3 4.29 10 14.71 1 1.43 3 4.29 20 28.57

b 2 2.86 3 4.29 2 2.86 4 5.88 1 1.43 4 5.71 3 4.29
c 7 10.00 2 2.86 2 2.86 7 10.29 2 2.86 6 8.57 6 8.57
d 7 10.00 6 8.57 7 10.00 23 33.82 4 5.71 7 10.00 13 18.57
e 25 35.71 15 21.43 17 24.29 29 42.65 10 14.29 9 12.86 24 34.29
f 13 18.57 8 11.43 10 14.29 14 20.59 7 10.00 5 7.14 10 14.29
g 7 10.00 1 1.43 4 5.71 7 10.29 3 4.29 6 8.57 4 5.71
h 45 64.29 39 55.71 33 47.14 39 57.35 35 50.00 30 42.86 36 51.43
i 36 51.43 46 65.71 28 40.00 31 45.59 37 52.86 15 21.43 31 44.29
J 11 15.71 11 15.71 11 15.71 28 41.18 13 18.57 13 18.57 8 11.43
k 13 18.57 14 20.00 9 12.86 14 20.59 6 8.57 5 7.14 10 14.29
l 47 67.14 57 81.43 51 72.86 29 42.65 55 78.57 58 82.86 56 80.00
m 32 45.71 14 20.00 19 27.14 10 14.71 9 12.86 12 17.14 12 17.14
n 20 28.57 8 11.43 9 12.86 9 13.24 3 4.29 11 15.71 15 21.43
o 3 4.29 2 2.86 2 2.86 1 1.47 5 7.14 2 2.86 7 10.00
Legend: a. News and current events – local b. News and current events – regional c. News
and current events – national d. News and current events – international e. Research f.
Download files g. Upload files h. E – mail / check mail i. Surfing j. Download games k.

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Download free programs which are useful l. Chat m. Encoding with the use of internet n.
Encoding without the use of internet o. Tutoria
PROBLEMS ENCOUNTERED BY CUSTOMERS RELATIVE TO INTERNET SERVICES
Displayed in Table 8 are the problems customers usually encounter when they avail of
internet services. As shown on the table, most of the internet users respond that slow
access is the lingering problem when going online. During the interview both internet café
operators and customers alike commented that the Internet Service Provider’s (PhilCom and
PLDT) in the locality cannot suffice the needs of the internet cafés since private and
government sectors also subscribed. Hence the bandwidth is slow and greatly affects the
speed of computer peripherals that results on constant reset of connection especially when
customers go online to chat.

Table 8. Problems Encountered by Customers Relative to Internet Services

Internet Café
E-
P CB Love R&N Franklene JK’s MJCT.com Pentium
Internet
N % N % N % N % N % N % N %

a 48 68.57 35 50.00 44 62.86 35 51.47 39 55.71 28 40.00 45 64.29

b 37 52.86 39 55.71 33 47.14 34 50.00 40 57.14 47 67.14 43 61.43
c 39 55.71 31 44.29 35 50.00 29 42.65 34 48.57 36 51.43 30 42.86
d 25 35.71 7 10.00 12 17.14 14 20.59 19 27.14 19 27.14 15 21.43
e 23 32.86 3 4.29 6 8.57 14 20.59 13 18.57 7 10.00 14 20.00
f 14 20.00 1 1.43 12 17.14 23 33.82 10 14.29 6 8.57 18 25.71
g 20 28.57 0 0.00 16 22.86 34 50.00 14 20.00 1 1.43 13 18.57
Legend: a. Slow access b. Constant reset of connection during chat c. Slow speed of
workstations d. Unavailability of favorite computer games e. Unhelpful / rude internet staff
f. Unreasonable fees g. Unsuitable environment i.e. loud noise, smoke-filled room, crowded
area, etc.

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CUSTOMER’S LEVEL OF SATISFACTION IN TERMS OF SERVICES OFFERED

Shown in Table 9 are the customers’ levels of satisfaction in terms of services offered.
Generally, internet café customers are moderately satisfied of the services offered by the
internet cafés. However, customers of R & N are satisfied with an overall mean of 3.5. This
means to say that customers are satisfied with the networking and maintenance of the café
and has knowledge about software and system analysis. Moreover, consultations are well –
answered as well as the provision for encoding, scanning and printing are also rated
satisfied.

Table 9. Customer’s Level of Satisfaction in terms of Services Offered

Internet Café
S.O E–
CB Love R&N Franklene JK MJCT.com Pentium Overall
Internet VD
Mean
X VD X VD X VD X VD X VD X VD X VD

a 3.0 MS 3.4 MS 3.0 MS 3.0 MS 3.4 MS 3.0 MS 3.1 MS 3.1 MS

b 3.1 MS 3.5 S 3.1 MS 3.0 MS 3.3 MS 2.9 MS 3.3 MS 3.2 MS
c 3.0 MS 3.4 MS 3.3 MS 3.0 MS 3.4 MS 3.0 MS 3.4 MS 3.2 MS
d 3.1 MS 3.7 S 3.4 MS 4.0 S 3.2 MS 3.0 MS 3.2 MS 3.4 MS
e 3.1 MS 3.6 S 3.0 MS 3.0 MS 2.9 MS 2.9 MS 3.3 MS 3.1 MS
f 2.9 MS 3.5 S 3.2 MS 3.0 MS 2.9 MS 3.0 MS 3.2 MS 3.1 MS
Overall
3.0 MS 3.5 S 3.2 MS 3.2 MS 3.2 MS 3.0 MS 3.3 MS 3.2 MS
Mean
Legend: Services Offered (S.O.) a. Speed of internet access b. Networking and
communication maintenance c. Repair and troubleshooting d. Knowledge about software
and system analysis e. Well – answered consultation f. Encoding, scanning and printing; VD
Verbal Description; VS- Very Satisfied, S- Satisfied, MS-Moderately Satisfied, D-Dissatisfied,
VD-Very Dissatisfied

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CUSTOMER’S LEVEL OF SATISFACTION IN TERMS OF STORE LAYOUT

Presented in Table 10 are the customers’ levels of satisfaction in terms of store layout. As
depicted on the table, generally, internet café customers are also moderately satisfied of
the cafés’ store layout with a grand mean of 3.2. This signifies that the customers are
moderately satisfied in the arrangement of monitors, room ventilation, area space and the
space between workstations. Further, customers are also moderately satisfied on the width
of the aisles where users could use to roam around, the walls and ceilings, lighting and the
sizes of the workstations. On the other hand, customers are satisfied on the store layout of
R & N from the ventilated room down to the sizes of the workstations that result an overall
mean of 3.5.

Table 10. Customer’s Level of Satisfaction in terms of Store Layout

Internet Café
S.L E –
CB Love R&N Franklene JK MJCT.com Pentium Overall
Internet VD
Mean
X VD X VD X VD X VD X VD X VD X VD

a 3.1 MS 3.4 MS 3.2 MS 3.0 MS 3.1 MS 2.9 MS 3.4 MS 3.2 MS

b 3.0 MS 3.5 S 3.2 MS 3.0 MS 3.1 MS 3.2 MS 3.2 MS 3.2 MS
c 4.0 S 3.6 S 3.2 MS 3.0 MS 2.8 MS 3.2 MS 3.4 MS 3.3 MS
d 3.0 MS 3.7 S 3.0 MS 3.0 MS 3.1 MS 3.0 MS 3.3 MS 3.2 MS
e 3.2 MS 3.5 S 2.9 MS 4.0 S 3.2 MS 3.4 MS 3.3 MS 3.4 MS
f 3.0 MS 3.6 S 3.0 MS 3.0 MS 3.0 MS 3.0 MS 3.2 MS 3.1 MS
g 3.1 MS 3.5 S 3.2 MS 3.0 MS 2.9 MS 3.0 MS 3.4 MS 3.2 MS
h 2.8 MS 3.5 S 3.1 MS 3.0 MS 2.7 MS 2.8 MS 3.2 MS 3.0 MS
Overall
3.2 MS 3.5 S 3.1 MS 3.1 MS 3.0 MS 3.1 MS 3.3 MS 3.2 MS
Mean
Legend: Store Layout (S.L.) a. Arrangement of monitors to the users b. Ventilated room c.
Spacious area d. Space between workstations e. Aisles for the users f. Walls and ceilings g.

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Lighting h. Size of workstation; VD Verbal Description; VS- Very Satisfied, S- Satisfied, MS-
Moderately Satisfied, D-Dissatisfied, VD-Very Dissatisfied
CUSTOMER’S LEVEL OF SATISFACTION IN TERMS OF STORE LOCATION
Depicted in Table 11 are the customers’ levels of satisfaction in terms of store location.
Based on the results, a moderately satisfied remark is rated by the customers to all internet
cafés in the locality with a grand mean of 3.2. This shows that customers are moderately
satisfied with the factors affecting the store location such as the proximity of site to trading
area, accessibility for passers – by, distance from the residential centers as well as the
accessibility of transportation and nature of surroundings are concerned.

Table 11. Customer’s Level of Satisfaction in terms of Store Location

Internet Café
S.Lc. E –
CB Love R&N Franklene JK MJCT.com Pentium Overall
Internet VD
Mean
X VD X VD X VD X VD X VD X VD X VD

a 3.0 MS 3.4 MS 3.2 MS 3.2 MS 3.3 MS 2.9 MS 3.2 MS 3.2 MS

b 3.2 MS 3.4 MS 3.0 MS 3.4 MS 2.9 MS 2.9 MS 3.2 MS 3.1 MS
c 3.0 MS 3.4 MS 2.8 MS 3.4 MS 2.8 MS 3.1 MS 3.3 MS 3.1 MS
d 3.1 MS 3.4 MS 2.8 MS 3.4 MS 2.9 MS 2.9 MS 3.4 MS 3.1 MS
e 3.0 MS 3.6 S 3.1 MS 3.3 MS 2.9 MS 3.1 MS 3.5 S 3.2 MS
Overall
3.1 MS 3.4 MS 3.0 MS 3.3 MS 3.0 MS 3.0 MS 3.3 MS 3.2 MS
Mean
Legend: Store Location (S.Lc.) a. Proximity of site to trading area b. Accessibility for passers –
by c. Distance from residential centers d. Accessibility of transportation e. Nature of
surroundings; VD Verbal Description; VS- Very Satisfied, S- Satisfied, MS-Moderately
Satisfied, D-Dissatisfied, VD-Very Dissatisfied

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CUSTOMER’S LEVEL OF SATISFACTION IN TERMS OF SERVICE FEES/CHARGES

Shown in Table 12 are the customers’ levels of satisfaction in terms of service fees/charges.
As seen on the table, internet café customers give a moderately satisfied remark on the
service fees/charges with a grand mean of 3.3. This shows that customers are moderately
satisfied of the performance of the electronic mode of payment, the flexibility as well as the
pricing scheme of the internet cafés. However, internet café customers rate both R & N and
E – Internet cafés a satisfactory remark with an overall mean of 3.5. Customers are satisfied
on the service fees of these cafés because if customers wish to extend the period of internet
wage for instance, 30 minutes, the bill automatically adjusts based from the billing system
designed. This provides a better performance of the electronic mode of payment, the
flexibility as well as the pricing scheme of these cafés.
Table 12. Customer’s Level of Satisfaction in terms of Service Fees/Charges
Internet Café
E–
S.F/C. CB Franklen MJCT.co Pentiu
R&N JK Interne Overa
Love e m m V
t ll
D
V V V V V Mean
X X X VD X X VD X X
D D D D D

3. M 3. 3. M 3. M 3. M
a S 3.3 MS 3.0 MS S 3.3
1 S 5 3 S 1 S 5 S
3. M 3. 3. M 3. M 3. M
b S 3.0 MS 3.3 MS S 3.3
2 S 5 4 S 2 S 6 S
3. M 3. M 3. M 3. M 3. M
c 3.1 MS 3.0 MS S 3.2
0 S 4 S 4 S 1 S 5 S
Overa
3. M 3. 3. M 3. M 3. M
ll S 3.1 MS 3.1 MS S 3.3
1 S 5 4 S 1 S 5 S
Mean
Legend: Service Fees/Charges (S.F/C.)a. Reasonable pricing of Internet fee per hour b.
Flexibility of pricing c. Accuracy of electronic mode of payment; VD Verbal Description; VS-
Very Satisfied, S- Satisfied, MS-Moderately Satisfied, D-Dissatisfied, VD-Very Dissatisfied

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CUSTOMER’S LEVEL OF SATISFACTION IN TERMS OF SERVICE HOURS

On the basis of the results as shown in Table 13, it reveals that internet café customers are
moderately satisfied with the service hours rendered by these cafés with a grand mean of
3.1 where business hours and accommodation of customer’s request to extend business
hours are the factors affecting in it. Although, individual internet cafés have the same
remark, R & N still garners the highest overall mean of 3.4 because, as interviewed,
customers responded that the café could extend 1 to 2 hours prior to customers’ request.

Table 13. Customer’s Level of Satisfaction in terms of Service Hours

Internet Café

E–
S.H Franklen MJCT.co Over
CB Love R&N JK’s Pentium Interne
e m all
t VD
Mea
V V
X VD X X VD X VD X VD X VD X n
D D

3. M 3. 3. M
a 3.0 MS 3.3 MS MS MS 3.0 MS 3.2 3.2 MS
3 S 3 0 S
3. M 3. 3. M
b 2.9 MS 2.9 MS MS MS 3.2 MS 3.3 3.1 MS
4 S 3 0 S
Ove
rall 3. M 3. 3. M
3.0 MS 3.1 MS MS MS 3.1 MS 3.2 3.1 MS
Me 4 S 3 0 S
an
Legend: Service Hours (S.H.) a. Business hours starts promptly b. Accommodation of
customers’ request to extend business hours; VD Verbal Description; VS- Very Satisfied, S-
Satisfied, MS-Moderately Satisfied, D-Dissatisfied, VD-Very Dissatisfied

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CUSTOMER’S LEVEL OF SATISFACTION IN TERMS OF HARDWARE AND SOFTWARE

PERIPHERALS
In terms of hardware and software peripherals as shown in Table 14 reveals that customers
are moderately satisfied of the computer peripherals of the internet cafés with a grand
mean of 3.2. This is because the hardware and software peripherals of one internet café are
not the same with the others. For instance, the workstations of R & N are user-friendly (k)
which yield a mean of 3.6, a satisfying remark. However, this may not be the same from the
others like Pentium where in terms of user-friendly (k) customers rate a moderately
satisfied remark. Meanwhile, R & N and E – Internet cafés have the same overall mean of
3.4, the highest among the other internet cafés.
Table 14. Customer’s Level of Satisfaction in terms of Hardware and Software Peripherals
Internet Café
H.S.P E–
CB Love R&N Franklene JK MJCT.com Pentium Overall
Internet VD
Mean
X VD X VD X VD X VD X VD X VD X VD
a 2.9 MS 3.3 MS 3.1 MS 3.4 MS 3.4 MS 2.8 MS 3.2 MS 3.2 MS
b 3.1 MS 3.5 S 2.8 MS 3.3 MS 2.9 MS 2.8 MS 3.4 MS 3.1 MS
c 3.2 MS 3.5 S 3.2 MS 3.4 MS 3.2 MS 3.1 MS 3.5 S 3.3 MS
d 3.0 MS 3.3 MS 3.2 MS 3.5 S 2.9 MS 3.0 MS 3.4 MS 3.2 MS
E 3.0 MS 3.2 MS 3.2 MS 3.3 MS 3.0 MS 2.9 MS 3.2 MS 3.1 MS
f 3.0 MS 3.4 MS 3.1 MS 3.4 MS 3.0 MS 3.1 MS 3.5 S 3.2 MS
g 3.2 MS 3.2 MS 2.8 MS 3.1 MS 3.0 MS 3.1 MS 3.5 S 3.1 MS
h 3.0 MS 3.6 S 3.0 MS 3.4 MS 3.0 MS 3.0 MS 3.2 MS 3.2 MS
I 3.0 MS 3.4 MS 3.0 MS 3.1 MS 3.0 MS 2.9 MS 3.4 MS 3.1 MS
j 3.1 MS 3.6 S 3.3 MS 3.2 MS 2.7 MS 3.1 MS 3.4 MS 3.2 MS
k 3.0 MS 3.6 S 3.2 MS 3.4 MS 3.2 MS 2.9 MS 3.5 MS 3.3 MS
l 3.2 MS 3.1 MS 3.0 MS 3.1 MS 2.9 MS 3.1 MS 3.5 S 3.1 MS
Overall
3.1 MS 3.4 MS 3.1 MS 3.3 MS 3.0 MS 3.0 MS 3.4 MS 3.2 MS
Mean
Legend: Hardware and Software Peripherals (H.S.P.) a. Speed of processor b. Memory
storage c. Availability of floppy disk drives d. Availability of web cams e. Availability of

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printers f. Availability of photo scanners g. Availability of application software programs e.g.

word processing, spreadsheets, power point, etc. h. Clarity of monitor screens with filters i.
Upgrade operating software j. Automated start – up k. User – friendly l. Gentleness of
mouse use; VD Verbal Description; VS- Very Satisfied, S- Satisfied, MS-Moderately Satisfied,
D-Dissatisfied, VD-Very Dissatisfied
CUSTOMER’S LEVEL OF SATISFACTION IN TERMS OF CUSTOMER SERVICE
The results presented on Table 15 show the grand mean of 3.2 for the internet cafés. This
means that customers are moderately satisfied of the various customer services rendered
by the cafés. Further, customers of E – Internet are satisfied of the customer services
rendered with an overall mean of 3.6. This is because internet attendants of this café
provide an exhibition of accuracy and thoroughness of work better than the others and
willingly accepts suggestions from the customers. Although moderately satisfied, MJCT.com
internet café has the lowest overall mean of only 2.9. Customers of this café rate the
confidence and competence of the employees with a mean of only 2.7 compared from the
other cafés. The results of this study validate the idea of Atkinson (1988) who opined that
cleanliness, security; worth for money and courtesy of staff members determine the level of
customer satisfaction.
Table 15. Customer’s Level of Satisfaction in terms of Customer Service

Internet Café
E–
C.S. CB Franklen MJCT.co Pentiu
R&N JK interne Overa
Love e m m V
t ll
D
V V V V V Mean
X X X VD X X VD X X
D D D D D
3. M 3. 3. M 3. M 3. M M
a S 3.2 MS 2.8 MS 3.2
2 S 6 2 S 3 S 4 S S
3. M 3. 3. M 2. M 3. M
b S 3.1 MS 3.1 MS S 3.2
0 S 6 1 S 9 S 5 S
3. M 3. M 3. M 3. M 3. M M
c 3.1 MS 3.1 MS 3.2
0 S 4 S 3 S 1 S 4 S S

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3. M 3. 3. M 2. M 3. M
d S 3.0 MS 2.9 MS S 3.2
1 S 5 3 S 9 S 7 S
3. M 3. M 3. M 3. M 3. M
e 3.0 MS 2.8 MS S 3.2
2 S 2 S 2 S 1 S 9 S
3. M 3. 3. M 3. M 3. M
f S 3.0 MS 3.0 MS S 3.2
0 S 5 1 S 0 S 5 S
3. M 3. M 3. M 3. M 3. M
g 3.1 MS 2.7 MS S 3.2
0 S 4 S 2 S 2 S 6 S
3. M 3. 3. M 3. M 3. M
h S 3.2 MS 3.1 MS S 3.3
1 S 5 2 S 1 S 9 S
3. M 3. 3. M 3. M 3. M
i S 3.3 MS 2.9 MS S 3.3
2 S 6 2 S 2 S 7 S
Overa
3. M 3. 3. M 3. M 3. M
ll S 3.1 MS 2.9 MS S 3.2
1 S 5 2 S 1 S 6 S
Mean
Legend: Customer Service (C.S.) a. Employees sincerity in dealing with customers b.
Friendliness and helpfulness of employees c. Honesty and approachability of employees d.
Employees neatness and orderliness of doing the job e. Exhibition of accuracy and
thoroughness of work f. Carefulness of work performance g. Employees’ confidence and
competence h. Employees’ willingness in considering suggestions or criticisms from the
customers i. Ability of employees to resolve system and network errors; VD Verbal
Description; VS- Very Satisfied, S- Satisfied, MS-Moderately Satisfied, D-Dissatisfied, VD-Very
Dissatisfied
SUMMARY OF THE CUSTOMER’S LEVEL OF SATISFACTION
Exhibited on Table 16 is the summary of the level of satisfaction of customers. As observed,
customers rate all the level of satisfaction as moderately satisfied with a grand mean of 3.2.
Customers rate the service fees/charges with an overall mean 3.3 as moderately satisfied.
Customers are also moderately satisfied of the services offered, store layout, store location,
hardware and software peripherals and customer service with an overall mean of 3.2.
Service hours are also rated as moderately satisfied with an overall mean of 3.1. The
manifestation shows that generally almost all internet café operators in Barangay Mangagoy

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have not fully met the customers’ satisfaction. However, this depends on the activities
performed by the individual cafés. For instance, R & N Internet café has a satisfactory
remark on the services offered, store layout, service fees and customer service all of which
garner an overall mean of 3.5 unlike other internet cafés. Users/customers of E – Internet
café are also satisfied of the service fees/charges with an overall mean of 3.5 and customer
service with an overall mean of 3.6 also. In other words, the individual performance of the
internet cafés also affects the level of satisfaction of users/customers as a whole. The
findings of this study are in congruent to the idea of Knutson (1988) who disclosed that key
customer satisfaction is measured by the cleanliness and comfort of the space/room,
location convenience, prompt customer service, safety and security, and employees’
friendly approaches. Moreover, the findings of this study are also aligned in the study Choi
and Chu (2001) mentioning that staff and room qualities as well as the value enable
customers’ satisfaction.
Table 16. Summary of the Customer’s Level of Satisfaction
Services Offered Overall Mean VD
a Speed of internet access 3.1 MS
b Networking and communication maintenance 3.2 MS
c Repair and trouble shooting 3.2 MS
d Knowledge about software and system analysis 3.4 MS
e Well – answered consultation 3.1 MS
f Encoding, scanning and printing 3.1 MS
Composite Mean 3.2 MS
Store Layout
a Arrangement of monitors to the users 3.2 MS
b Ventilated room 3.2 MS
c Spacious area 3.3 MS
d Space between workstations 3.2 MS
e Aisles for the users 3.4 MS
f Walls and ceilings 3.1 MS
g Lighting 3.2 MS

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h Size of workstation 3.0 MS

Composite Mean 3.2 MS
Store Location
a Proximity of site to trading area 3.2 MS
b Accessibility for passers-by 3.1 MS
c Distance from residential centers 3.1 MS
d Accessibility of transportation 3.1 MS
e Nature of surroundings 3.2 MS
Composite Mean 3.2 MS
Service Fees / Charges
a Reasonable pricing of internet fee per hour 3.3 MS
b Flexibility of pricing 3.3 MS
c Accuracy of electronic mode of payment 3.2 MS
Composite Mean 3.3 MS
Service Hours
a Business hours starts promptly 3.2 MS
Accommodation of customers’ request to extend business
b 3.1 MS
hours
Composite Mean 3.1 MS
Hardware and Software Peripherals
a Speed of processor 3.2 MS
b Memory storage 3.1 MS
c Availability of floppy disk drives 3.3 MS
d Availability of webcams 3.2 MS
e Availability of printers 3.1 MS
f Availability of photo scanners 3.2 MS
g Availability of application software programs 3.1 MS
h Clarity of monitor screens with filters 3.2 MS
i Upgrade operating software 3.1 MS
j Automated start-up 3.2 MS

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k User-friendly 3.3 MS
l Gentles of mouse use 3.1 MS
Composite Mean 3.2 MS
Customer Service
a Employees sincerity in dealing with customers 3.2 MS
b Friendliness and helpfulness of employees 3.2 MS
c Honesty and approachability of employees 3.2 MS
d Employees neatness and orderliness of doing the job 3.2 MS
e Exhibition of accuracy and thoroughness of work 3.2 MS
f Carefulness of work performance 3.2 MS
g Employees confidence and competence 3.2 MS
Employees willingness in considering suggestions or criticisms
h 3.3 MS
from the customers
i Ability of employees to resolve system and network errors 3.3 MS
Composite Mean 3.2 MS
Grand Mean 3.2 MS

SIGNIFICANT DIFFERENCE IN THE LEVEL OF SATISFACTION OF CUSTOMERS WHEN

GROUPED ACCORDING TO DEMOGRAPHIC PROFILE AND PROBLEMS ENCOUNTERED
As illustrated in Table 17, the results of the analysis using one-way analysis of variance
except for variable sex were tested using t-test for independent sample. In this study it is
hypothesized that customer’s satisfaction with regards to the services of the internet cafés
would differ with respect to age, sex, civil status, religious affiliation, educational
attainment, occupation, gross monthly income and even problems encountered.
Based on the results, the age, sex, civil status, religious affiliation, educational attainment,
occupation and gross monthly income do not show any significant difference with regards to
their level of satisfaction. It means that young and old users/customers have the same level
of satisfaction of these internet stations. Both male and female users/customers share the
same level of satisfaction even the single and married ones. Likewise, whether the customer
is Roman Catholic, a Protestant and the like, their satisfaction to the access of internet is just

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the same. It means, for instance, the issue about pornography in the internet as far as
religion is concerned does not show any significant difference.
Results further reveal that whether the users are elementary or college graduate they have
the same level of satisfaction. The same also with those users who are students,
unemployed, employed in private and government institutions. Even the income of the
users does not show significant difference. It means that these internet cafés or stations do
not show any favoritism in providing services. The internet access or bandwidth does not
choose whether customers have high or low income level.
Finally, in terms of the problems encountered by the internet users/customers, they have
the same level of satisfaction also. What other customers’ problems encountered in other
internet cafés are similar also with the other internet stations, hence, they have the same
feelings. Therefore, the hypothesis stating that there is a significant difference in the level of
customer satisfaction of customers when grouped according to demographic profile and
problems encountered is rejected.
Table 17. Significant Difference in the Level of Satisfaction of Customers When Grouped
According to their Demographic Profile and Problems Encountered
Variables Computed Value P-value Remarks Decision
Age 0.224 0.952 Not significant Reject
Sex 1.024 0.307 Not significant Reject
Civil Status 0.058 0.982 Not significant Reject
Religious Affiliation 0.091 0.913 Not significant Reject
Educational Att. 0.124 0.946 Not significant Reject
Occupation 0.175 0.951 Not significant Reject
G.M.I 0.098 0.992 Not significant Reject
Problems Encountered 0.657 0.684 Not significant Reject

CONCLUSION AND RECOMMENDATION

On the basis of the results presented, several conclusions are drawn. Most of the Internet
Cafés in Barangay Mangagoy are sole proprietorships. The internet industry in the locality
started in 1999. There are only two Internet Service Providers available where most Internet
café operators subscribe from PhilCom. Since the number of ISP’s is limited, this results to a

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major problem having slow server/connection, since other business sectors are also availing
the subscription like private and government ones. Further, frequent power interruption is
also a chief problem for the operators.
In terms of the customers’ profile, most users are college students who belong to the age
bracket between 16 – 20 years old. Generally, these female students are single and affiliates
of Roman Catholic. Their gross monthly income comes from the family. Chat and e-mail or
check mails are the two most common reasons why these users avail of the internet
services.
As to problems encountered relative to Internet services, most of the internet café
users/customers respond that slow access is the lingering problem when going online.
Hence the bandwidth is slow and greatly hampers the speed of computer peripherals that
results to constant reset of connection especially when customers go online to chat.
The level of satisfaction of internet users/customers is going towards moderate satisfaction.
Customers rated all the level of satisfaction as moderately satisfied. The manifestation
shows that generally almost all internet cafés in Barangay Mangagoy have not fully met the
customer’s level of satisfaction. However, this depends on the activities performed by the
individual cafés. For instance, R & N has a satisfactory remark on the services offered, store
layout, service fees and customer service unlike other cafés. Customers of E – Internet café
are also satisfied in their service fees and customer service. In other words, the
performance of the internet cafés also affects the level of satisfaction of customers as a
whole.
Based on the results, the age, sex, civil status, religious affiliation, educational attainment,
occupation and gross monthly income do not show any significant difference with regards to
their level of satisfaction. Additionally, in terms of the problems encountered by the
internet users/customers, there is also no significant difference. What other customers’
problems encountered in other internet cafés are similar also with the other internet
stations; hence, they have the same feelings. Therefore, the hypothesis stating the
significant difference in the level of customer satisfaction of customers when grouped
according to demographic profile and problems encountered is rejected.
Based on the foregoing findings and conclusions, recommendations are presented.

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There is a need to improve the service performance of the Internet Service Providers in the
locality. PhilCom management must search for better ways and match or if necessary
exceed customer requirements since most of the business sectors in the locality are
subscribing from them. PLDT management must also look for strategies to better serve its
internet customers and attract new ones.
Since the internet users in Barangay Mangagoy are only moderately satisfied with the
services rendered by the Internet Café Operators, it is recommended then that internet
cafés must re-assess the services offered, store layout, store location, service fees and
charges, service hours, hardware and software peripherals and the customer service they
render for improvement, modification and innovation of its internet services since
competition is tough despite the large number of internet users in the locality and nearby
barangays.
Internet café operators must seriously take into consideration that power interruption is
inevitable. Thus, an alternative power supply must take into place when power interruption
occurs. As surveyed, not even one internet café had purchased such alternative power
supply such as generator.
Internet café operators must also willingly accept criticisms and/or suggestions from the
customers for the betterment of its internet services.
A related study must be conducted to keep an eye of the improvements of these internet
cafés. Similarly, the performance of the Internet Service Providers in the locality may also be
monitored if changes will have made ensuring that these ISPs must meet every customer
requirement and match or exceed customer expectations.
IMPLICATIONS FOR PRACTICE
Pursuing its contribution to the theory, the results portrayed revealing practical implications
as far as customer satisfaction is concerned. Customers are the building blocks in
determining satisfaction especially on service-oriented business organizations. Service
operators and owners have to seriously spend amount of time in sustaining competitive
advantage to optimize service quality from other competitors. While these variables have
no significant difference towards satisfaction, this does not mean that demographic factors
and socioeconomic profiles of the respondents have no impact in measuring satisfaction
itself. One potential customer may tell others the experiences gained in availing of the

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services. As such, when customer likes it he or she will go after the services offered again
and again because such expectations are fully met. If experiences are horrible, customers do
not come back any longer. For the business owners whose primary frontline of services is
the internet usage, building and maintaining trust from the customers are the core
implication of this study. No study is made without such limitations. Further study needs to
be investigated to explain the contribution of these variables leading to satisfaction. Future
studies may examine other relationships affecting the level of customer satisfaction for
longitudinal investigations.
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