University of Luzon

COLLEGE OF BUSINESS ADMINISTRATION

Dagupan City

MARKETING RESEARCH
Topic Proposal: CUSTOMER LOYALTY OF PLDT SUBSCRIBERS
IN STA.BARBARA, PANGASINAN
Background of Every business organization`s success depends on the
the Problem
customers loyalty. Whenever a business is about to start,

customers always come “first” and then the profit. Those

companies that are succeeding to satisfy the customers fully

will remain in the top position in a market. Today’s business

company has known that customer loyalty is the key

component for the success of the business and at the same

time it plays

a vital role to expand the market value. In general,

customers are those people who buy goods and services

from the market or business that meet their needs and

wants. Customers purchase products to meet their

expectations in terms of money. Therefore, companies

should determine their pricing with the quality of the

product that attracts the customer and maintains the long-

term affiliation and this process called customer loyalty.

The customer loyalty is an essential element for a

company to survive from the furious competition among its

competitors. As the number of loyal customer increases, a

 University of Luzon
COLLEGE OF BUSINESS ADMINISTRATION
Dagupan City

company will achieve more benefits during the running of

its business, in terms of market share, market position, and

profit.

Increasing customer loyalty is an important issue for

manager‘s academics and consultants. The importance of

loyal customers is that if they become loyal then there is

higher retention rate and which result higher share for the

firm in a particular category and they promote the respective

product of the firm with good word of mouth or buzz

marketing.

With the importance of the customer loyalty in the

progress and success of the business, the researcher chose

the topic to assess the customer loyalty of a

telecommunication company in Sta. Barbara, Pangasinan

Statement of This study seeks to analyze the customer satisfaction of

the Problem
PLDT subscribers in Sta. Barbara, Pangasinan. Further, it

attempted to identify the constraints or factors encountered

in retaining the subscription of users of the said

telecommunication company. The results of the study will

University of Luzon
COLLEGE OF BUSINESS ADMINISTRATION
Dagupan City

be used as a basis of alternative measures to improve the

strategies and services of the company.

Thus, the study will answer the following problems;

1. What are the perception of the customers in retaining

the customer loyalty of the current subscribers in

terms of the following factors;

a. Convenience;

b. Expectations;

c. Customer Service;

d. Rewards;

e. Personal Relationship;

f. Reputation and;

g. Community Outreach?

2. What are the problems encountered by the

subscribers in terms of the factors of customer loyalty

in Sta.Barbara, Pangasinan?

3. What are the proposed measures in retaining the

customer loyalty of subscribers in Sta. Barbara,

Pangasinan?