Inst Instru ruct ctor or00 Sha# Sha#n n 1rim 1rimsl sley ey Customer Customer satisfaction is an abstract concept and involves such factors as the "uality of the product, the "uality of the service provided, the atmosphere of the location #here the product or service is purchased, and the price of the product or service.2 This states that customer satisfaction has many factors factors and this factors factors are use to measure the customer satisfaction . In customer satisfact satisfaction ion the company company or business business #ill as* their customers if their product or service meet or e)ceed their e)pectation to#ard the product or service. Companies or businesses use surveys in orde orderr to meas measur uree the the sati satisf sfac acti tion on of the the customers to#ard their product or services. “
“A STUDY ON THE LEVEL OF CUSTOMER SATISFACTION OF PLDT INTERNET SUBSCRIBERS IN BRGY. BRGY. CONCEPCION, CONCEPCION, MALABON CITY” Magno, Pauln! Ann! R!"!#, L$o%!n& San'ago, Ang!ln! ($a'!
A)#'%a*'
This aims to determine the level of satisfaction of PLDT PLDT Inte Intern rnet et Subs Subscr crib iber erss in Brgy Brgy.. Concepcion, alabon City. ty. ! survey rvey "ues "uesti tion onna nair iree #as #as cons constr truc ucte ted d usin using g the the S$%& S$%&'(!L '(!L odel. odel. The The researc researcher herss aim to measure measure the e)pectatio e)pectation n and perceptio perception n using the five dimension dimensionss of service service "uality "uality.. These These dimensions #ill help the researchers to identify the strength and #ea*nesses of PLDT alabon Branch. ! total of ++ respondents is e)pected to ans#er ans#er the the survey survey.. The The data data gather gathered ed #ill #ill be analy-ed through gap analysis and ran*ing to identify the level of customer satisfaction. The researcher researcherss #ill provide provide a proposed proposed plan that #ill #ill help help the the PLDT PLDT to e)ce e)ceed ed cust custom omer erss satisfaction.
INTRODUCTION
hat hat is cust custom omer er sati satisf sfac acti tion on// Cust Custom omer er satisfaction is a mar*eting term used to measure if the the prod produc uctt or serv servic ices es that that the the comp company any offers offers meet meet the e)pect e)pectati ation on of its custom customers ers.. Customer satisfaction is seen to be the *ey in helping to *no# #hat strategy that the company #ill #ill use use for for thei theirr busi busine ness ss.. !ccor ccord ding ing to
Customer satisfaction plays an important role in every business. Customer satisfaction can be a grea greatt help help in the the comp compan any y or busi busine ness sses es.. Customer satisfaction is important because this can help the company to increase their profit. This can also be an indicator if the customer is #illing purchase your product or service again and gain their loyalty. 3nes the company already gains gains the loyalty loyalty of the customer customerss they #ill continue continue to purchase purchase the company company product or services. The loyal customers customers can also help you to mar*et the company product because they are satisfied in the company product or services and this can help to increase the business profit. hat hat the the ne# ne# la# la# hope hoped d to achi achiev evee #as #as to inter intercon connec nectt these these 4inter 4intercom com44 system systemss into into a seam seamle less ss nati nation on#i #ide de net# net#or or* * that that #oul #ould d faci facili lita tate te comm commun unic icat atio ion n and and deli delive very ry of services to the people, as #ell as spur economic deve develo lopm pmen entt in the the coun country trysi side de.. The The firs firstt president of PLDT #as Theodore &ail 5alsey #hil #hilee a6o a6orr 7.$. 7.$. 5ami 5amilt lton on Stev Steven enot ot,, #ho #ho rep represe resen nted the !meri erican can firm irm 1ener eneral al Telepho Telephone ne and $lectroni $lectronics cs Corp. 81T$9, 81T$9, #as electe elected d e)ecut e)ecutive ive vice vice presid president ent and genera generall manager.
The Statement of the Problem is0 +.9 hat is the profile of PLDT customers in alabon in terms of0 +.+ !ge +.: 1ender +.; Income :.9 hat are the levels of satisfaction of the customers of PLDT in alabon/ The ob6ectives of the study is that, customers of PLDT alabon branch #ill have an easy access #hen it comes in communicating #ith other people. Increasing the mar*et share of the Company for the ne)t couple of years and also to attract more customers to avail their products and services. This #ill help PLDT alabon branch to satisfy their customers and #ill also ma*e the Company recogni-e more especially, the residents in alabon.
to any PLDT services or products for : years or more. The researchers used the Slovin?s @ormula to identify the total number of respondents needed to survey. The techni"ue or method used by the researchers in sampling design is non probability method. The target population is available even #hen you do not have sample frame and since the respondents are the one needed to provide information. Aon probability sampling si more convenient and less complicated to use. The researchers could al#ays loo* for someone else to provide the information since the target respondents are +>> only and the total population of Concepcion alabon #here PLDT Branch is located is roughly ++,>. The researchers use "uestionnaire as an instrument. The "uestionnaires #ill be given to the respondents and they #ill ans#er it. Through this the researchers #ill gather the information they need. This #ill help the researchers to have more assumption in solving the mar*eting problem.
METHOD
The method or the design that the researchers #ill use is 'uantitative %esearch Design. In 'uantitative %esearch the researchers #ill use a "uestionnaire to gather information from the respondents. The data that the researchers gathered are being generated to produce a proposed plan to ans#er the problem. Survey research because the researchers #ill obtain information coming from the respondents. Descriptive %esearch because the researchers try to discover ne# facts and meanings. This involves the collection of data that #ill provide description of individuals, groups or situation.
eighted ean
The %espondents of this research are the PLDT Subscribers. They can be male or female bet#een :<=;> years old and #ithin the vicinity of alabon. But they must be at least subscribed
Li*ert Scale
!n average in #hich each "uantity to be averaged is assigned a #eight. These #eightings determine the relative importance of each "uantity on the average. ean
∑
x
A The #eighted mean #ould be computed then #ould be interpreted using the0
The profiles of the PLDT subscribers as revealed in this study are as follo#s0 onthly @%$'($AC P$%C$AT!1$ Income +>,>>>=:>,>>> < EF G P5P :>,>>>=;>,>>> ;< :F G P5P ;>,>>>=E>,>>> :+ + G P5P E>,>>>=<>,>>> : :G P5P <>,>>> P5P : :G This table sho#s that most of the respondents 8< or EF G9 has monthly income of +>,>>>= :>,>>> P5P. 3CC(P!TI3A @%$'($AC P$%C$AT!1$ $)ecutive ;F ;; G Aon=$)ecutive E; ; G Self=$mployed +F + G 3thers +H +E G The table sho#s that ma6ority of the respondents 8E; or ;G9 has an occupation of non=e)ecutive. A(B$% 3@ @%$'($AC P$%C$AT!1$ $!%S S(BSC%IB$D +=: yrs. :+ + G :=; yrs. G by friends family Personal Selling +F + G The table sho#s that the ma6ority of the respondents 8; or H>G9 ans#ered that they #ill be encourage if it #ill be recommended by friends family.
Ran+ng
SERVQUA L COMPON ENTS
MEA N
Interpreta tion
Rank
Tangibility
3.89
AGREE
5
Reliability
3.93
AGREE
3
Responsiv eness
3.92
AGREE
4
Assurance
4.15
AGREE
1
Empaty
4.1!
AGREE
2
DISCUSSION P%ol! o '$! R!#-on!n'#/
+.+ ost of the respondents aged :=E< years old. They are the one #ho are capable in paying the subscription plan and they are in need of internet connection because they are #or*ing or they need to communicate #ith their relatives abroad. +.: a6ority of the respondents are arried, they are the ones #ho have children that #ill use the internet. +.; a6ority of the subscribers are employed under non=e)ecutive position #ith a monthly salary of +>,>>>=:>,>>> P5P. +.E ost of the respondents are already subscribed to PLDT for about :=; years, it is because of the loc* in period that PLDT has. +.< a6ority of the respondents are influenced by their family members to subscribe to PLDT.
L!0!l o Cu#'o1!% Sa'#a*'on
The level of customer satisfaction in terms of0
RECOMMENDATION
A##u%an*!
!s mentioned above in a6or @indings and Conclusions. The researchers recommend the follo#ing0
3f all the < dimension of S$%&'(!L, assurance ran*s +. This means that customers feels secured #hen they are ma*ing transaction to PLDT. $mployees are also trust#orthy and respectful, they are al#ays ready in ans#ering customers concern, that ma*es the customer feel secured because they are al#ays right there #hen problems occurred. E1-a'$"
$mpathy ran*s :, this means that the employees establish good relationship to#ards to customer. They al#ays give proper attention to customers and they understand customer concern. R!la)l'"
%eliability ran*s ;, its mean are ;.F; it is belo# average. This means that the reliability of the internet connection is not satisfying the customer. R!#-on#0!n!##
%esponsiveness ran*s E, it is also belo# average.
•
PLDT must ensure the reliability of their internet connection through conducting a monthly system chec*up.
•
PLDT must ensure to provide their promised service to the subscribers. This #ill be done by giving the customer the right band#idth stated on their subscription plan 8e.g., ; mbps, +> mbps, ;> mbps, +>> mbps9
This said recommendation of the researchers #ill ma*e PLDT more competitive in Telecommunication Industry.
A*'on Plan A*'0'"
T1!
onthly chec* up of systems
7anuary = December
Tech
Team Building for $mployees
!pril= ay
Team
Tang)l'"
Tangibility ran*s at < and has the lo#est rate based on the results given.
D
The monthly chec* up of systems is helping the company to ensure that their services satisfy their customer. hile the Team Building is for employees to strengthen their communication to each other ma*e them more efficient and to practice their team#or* in the #or*place.
