Thesis Finished Road To Graduation

COLLEGE OF BUSINESS AND ENTREPRENEURIAL TECHNOLOGY
DEPARTMENT OF MARKETING MANAGEMENT 1
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Chapter I
THE PROBLEM AND ITS BACKGROUND
Introduction
In today's world of intense competition, satisfying customers is
only the base line and may not be sufficient for survival. Management should
focus on gaining customer loyalty by enhancing customer perceptions of service
quality and increasing as perceived by the consumer value. Although previous
studies have addressed the importance of service quality, satisfaction,
perceived value, and image, the precise nature of the relationships that exist
between these constructs and the understanding of their effect on customer
behaviour still remains a key issue.
Service is a patch up activity to fulfill some one’s need in the
market. Service is something, which can be experienced but cannot be touched
or seen.
According to Kotler, a service is any activity or benefit that one
party can offer to another which is essentially intangible and does not result in
the ownership of anything.”

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Quality has attracted the attention of practitioners and academicians
over the years but mostly in the manufacturing sector at the first stage. Since
1980s, however, the importance of quality for business performance in service
sector has been also widely recognized in the literature through the great
impacts on different dimensions of business performance.
This empirical study seeks to understand the relationships that exist
between service quality and perceived value and how they impact customer
satisfaction, corporate image, and behavioral intentions.
Conceptual Framework
Input Process Output
Problems Distribution of Determine the

encountered survey solution to the
by customers questionnaire’s to problems
of Cebuana respondents to encountered by the
Lhuillier. analyze and customers of
interprets the Cebuana Lhuillier
data gathered.
Figure 1 Research Paradigm

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This study enables to determine the most problem encountered by the
customers of Cebuana Lhuillier, through distribution of survey questionnaires
to the respondents who are the customers of the said Micro Financial
Institution and the data gathered will be interpreted and analyzed thoroughly.
Statement of the Problem:
1. What are the different services offered by Cebuana Lhuillier?
2. What are the problems encountered by Cebuana Lhuillier
customers towards their services?
3. What is the significant relationship between the services offered
and the problems encountered?
4. What can be the possible solutions that will solve their problems?
Significance of the study
The significance of the study is to know the benefits to the
following:
The Cebuana Lhuillier will be aware about the existence of the
problems of their customers encountered and give the possible solution.

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Customers
For most and for all, this study will benefit customers, including:
The Recipients of OFW will benefit with this study, for them to be
informed that CebuanaLhuillier has low fee when it comes to money transfer
and high rate in Foreign Exchange.
The Employees will inform them on how convenient the services
offered by Cebuana Lhuillier when it comes to Bills payment.
The Families that the appraisal rate of pawned items in Cebuana
Lhuillier is high and also to know how convenient the money transfer.
To be aware the Students about different services of
CebuanaLhuillier.
For the Other Researchers to guide them for their future studies regarding
Impact of service quality.

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Scope and Delimitation of the study
The study was delimited to the customer of Cebuana Lhullier along
G/F Kimstone Plaza P. Victor St. Brgy. Guadalupe Nuevo District II,
Makati City 1212. The researchers choose to have 100 respondents.
The researchers used these customers because the proponents
believe that they have knowledge about the topic due to their daily
experiences during having transactions.
Operational Definition of Terms
Cebuana Lhuillier is a Philippine based micro financial institution and the
flagship brand of PJ Lhuillier group of companies.
Dynamic isrefers to actions that take place at the moment they are needed
rather than in advance.
Foreign Exchange is the conversion of one country's currency into that of
another. In a free economy, a country's currency is valued according to factors
of supply and demand.
Insurance is a contract, represented by a policy, in which an individual or entity
receives financial protection or reimbursement against losses from an insurance
company.
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Loan payment is amount of periodic payments to satisfy mortgage loans, car
loans and other loans.
Multi-industry is a conglomerate is the combination of two or more corporations
engaged in entirely different businesses that fall under one corporate group,
usually involving a parent company and many subsidiaries
Online Store is online storefront is a web site that enables visitors to find, order
and pay for products and services.
Pawn Broking is to deposit in pledge or as security especially in exchange for
money.
Perceive is to become aware of something directly through any of the senses,
especially sight or hearing.
Remittance is thesending of money, checks, etc., to a recipient at a distance.
Satisfaction is pleased feeling because of something that you did or something
that happened to you.
Service Quality is measures how well a service is delivered compared, to

customer expectation. Businesses that meet or exceed expectations are
considered to have high service quality.
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Chapter II
Review of Related Studies and Literature
This chapter presents the related literature and studies after thorough
and in depth search done by the researchers. This will also present the
synthesis of the art, and conceptual framework to fully understand the research
to be done and lastly the definition of terms for better comprehension of the
study.
Service Quality
The perceived service quality dimensions identified were
tangibility, reliability, assurance, responsiveness, empathy, and image. The
empirical findings revealed that “responsiveness” was found to be the most
significant predictor of customer satisfaction. On the other hand, “image”
(corporate image) has a positive but the least significant relationship with
customer satisfaction followed by all other constructs. The exception is
“reliability,” which is insignificantly related to customer satisfaction in Indian
public sector banks.Rishi Kant, Deepak Jaiswal, (2017) "The impact of
perceived service quality dimensions on customer satisfaction: An
empirical study on public sector banks in India"

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Remittances
Remittances are an important source of income for households mainly
in developing countries. The flow of remittances is the least influenced by
domestic economic downturn and remains a stable source of income. Studies
have shown that remittances contribute to poverty reduction in home countries.
Analytical studies define remittances as the sum of selected balance of
payments flows. In some studies, the sum of workers‟ remittances and
compensation of employees (Harrison A. 2003 and DFID 2003), in others the
sum of the above balance of payments component plus migrants‟ transfer are
used as proxy for remittances.(Customers satisfaction towards
Remittance Service in Ethiopian Banking Industry: Evidence from Commercial
Bank of Ethiopia, 2015 )
According to the BangkoSentralngPilipinas (BSP), Remittances from
overseas Filipino workers went up by five percent to a new record high of $26.9
billion last year from $25.61 billion in 2015.
The five percent growth in cash remittances was also faster than the four
percent growth target of the BSP. Remittances from land-based Filipino workers
went up by 7.6percent to $21.3 billion while money sent home by sea-based
workers declined 3.8 percent to $5.6 billion due to stiffer competition in the
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supply of seafarers particularly from East Asia and Eastern Europe.
For December alone, remittances climbed 3.6 percent to a new monthly record
of $2.56 billion from the previous month high of $2.47 billion recorded in
December 2015.
Major source of remittances last December were the US, Qatar, and
Japan. Remittances from the over 10 million Filipinos deployed abroad account
for about 9.8 percent of the country’s gross domestic product (GDP).
On the other hand, personal remittances increased 4.9 percent to a new
record high of $29.71 billion last year from $28.31 billion in 2015. For
December alone, personal remittances increased 3.6 percent to $2.82 billion
from $2.73 billion in the same month in 2015.
Personal remittance is computed as the sum of gross earnings of
overseas Filipino workers with work contracts of less than one year, including all
sea-based workers, less taxes, social contributions, and transportation and
travel expenditures in their host countries. (Philstar/remittances, 2016)
The number of Overseas Filipino Workers (OFWs) who worked abroad at
any time during the period April to September 2016 was estimated at 2.2 million.
Overseas Contract Workers (OCWs) or those with existing work contract

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comprised 97.5 percent of the total OFWs during the period April to September
2016. The rest (2.5 %) worked overseas without contract.
The total remittance sent by OFWs during the period April to September
2016 was estimated at 203.0 billion pesos. These remittances included cash
sent home (146.0 billion pesos), cash brought home (45.7 billion pesos) and
remittances in kind (11.1 billion pesos). The majority of OFWs sent their
remittance through banks (60.3%) while the rest through agencies or local
offices (2.4%), door-to-door delivery (1.2%), friends or co-workers (0.3%) or
through other means (35.8%). (Philippine Statistics Authority, April 27, 2017).
Money/Cash Transfer
Cash Transfer is defined by Department of International Development
(DFID) as all regular cash transfer payments made to individuals and
households to tackle poverty and vulnerability". This includes child-support
grants, noncontributory pensions, wages from employment on public work
schemes, seasonal payments and other transfers to poor households and
particularly vulnerable categories of people (e.g. disability grants, widow's
allowances, universal basic income grants). CTs are non-contributory. They can
be unconditional or conditional upon other development objectives, such as
school environment, health clinic visits or work on labor-intensive infrastructure
programmes. (lndicator methodological note template: Cash transfers, 2014)

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Cash Transfers(CT) purpose is to reduce poverty and vulnerability both
terms are interpreted widely to do justice to the range of DFID's CT objectives,
which includes those related to schooling, health, nutrition, resilience and
women's empowerment. The review also examines DFID's support to national
social protection systems and programmes. Most of DFID's system support
relates to CT delivery systems. lt is a portfolio review covering the period since
the beginning of DFID's Results Framework 2077 (DRF). (The role of cash
transfers in reducing poverty and vulnerability: Assessing the sustainability of
DFID1 s results, 2016)
Cash Transfer has a huge impact in on individual and household level.
According to Hagen-Zanker et al. (2016), Cash transfers are associated with
reductions in monetary poverty. The evidence consistently showed an increase
in total expenditure and food expenditure and a reduction in poverty measures.
It also leads to an increase in school attendance, but do not always lead to
improved learning outcomes. It plays an important role also in improving the use
of health services and increasing dietary diversity, but there is less evidence
showing that they affect the height and weight of children. It can also play a role
in fostering beneficiaries’ economic autonomy and self-sufficiency.
(Understanding the impact of cash transfers: the evidence, 2016)

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Pawn Broking
History
Pawn broking in the West may be traced to three different institutions of
the European Middle Ages: the private pawnbroker, the public pawnshop,
and the monspietatis(“charity fund”). Usury laws in most countries prohibited the
taking of interest, and private pawnbrokers were usually persons exempt from
these laws by religion or regulation—Jews, for example. Their sometimes
exorbitant interest rates, however, caused social unrest, which made public
authorities aware of the need for alternative facilities for consumption loans. As
early as 1198, Freising, a town in Bavaria, set up a municipal bank that
accepted pledges and made loans against
moderate interest charges. Such public pawnshops enjoyed only a
comparatively short existence; their moderate charges did not cover the risks
incurred in this type of business.
The church also recognized the need for institutions to make lawful loans
to indigent debtors; the Order of Friars Minor (Franciscans) in Italy in 1462 were
the first to establish montespietatis (mons denoted any form of capital
accumulation), which
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were charitable funds for the granting of interest-free loans secured by pledges
to the poor. The money was obtained from gifts or bequests. Later, in order to
prevent the premature exhaustion of funds, montespietatis were compelled to
charge interest and to sell by auction any pledges that became forfeit.
In the 18th century many states reverted to public pawnshops as a
means of preventing exploitation of the poor. These suffered a decline toward
the end of the 18th century because limitation of interest was thought to
represent restriction, and the use of public funds seemed to stand for state
monopoly. Most states returned again to a system of public pawnshops,
however, after finding that complete freedom in pawning was harmful to debtors.
In the 20th century, the public pawnshop predominated in the majority of
countries on the European continent, sometimes alone, sometimes side by side
with private pawnbrokers. Public pawnshops were never established in
the United States.
Definition
Pawn Broking is a business of advancing loans to customers who have
pledged household goods or personal effects as securityon the loans. The trade
of the pawnbroker is one of the oldest known to humanity; it existed in China
2,000 to 3,000 years ago. Ancient Greece and Rome were familiar with its
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operation; they laid the legal foundations on which modern statutory regulation
was built.
The word ‘pawn’ is derived from the Latin ‘pignus’, meaning pledge.
Items that have been pawned are called pledges or pawns.
Pawnbroker will provide quick loans in exchange for an item of value
which acts like a guarantee; for instance, a cash loan secured against jewelry,
antiques or coins and bullion.
Pawnbroker earns income on the interest that is charged on the loan
secured by a pledged item. In order to accept goods into pawn a pawnbroker
makes an on-the-spot valuation of the goods. The customer and the pawnbroker
will agree the sum to be advanced and the pawnbroker presents new customers
or indeed existing customers who ask for it, a completed document called 'Pre
Contract Information.
Importance and Advantages
They can agree your loan immediately
There is no need for a credit check

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If you fall on difficult times and default on your repayment, this will not affect
your long term credit rating.
Philippine Peso 1.00 PHP inv. 1.00 PHP
US Dollar 0.019635 50.928373
Euro 0.016313 61.302224
British Pound 0.014880 67.204264
Indian Rupee 1.253021 0.798071
Australian Dollar 0.024372 41.031424
Canadian Dollar 0.023870 41.893172
Singapore Dollar 0.026645 37.531031
Swiss Franc 0.018552 53.903910
Malaysian Ringgit 0.082403 12.135504
Japanese Yen 2.117559 0.472242
If you have a poor credit rating it might be easier to borrow from a pawnbroker
than another lender, and there might be fewer credit checks.

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It’s quick – normally you will have your money the same day.
A pawnbroker should let you redeem your goods at any time and only charge
interest for the period you have borrowed the money.
If the item is sold and there is a shortfall, the pawnbroker will usually not pursue
you for this (but check whether that will be the case).
Foreign Exchange
Foreign exchange, or Forex, is the conversion of one country's
currency into that of another. In a free economy, a country's currency is valued
according to factors of supply and demand. In other words, a currency's value
can be pegged to another country's currency, such as the U.S. dollar, or even to
a basket of currencies. A country's currency value also may be fixed by the
country's government. However, most countries float their currencies freely
against those of other countries, which keeps them in constant fluctuation.
Foreign exchange is handled globally between banks and all
transactions fall under the auspice of the Bank of International Settlements.

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According to x-rate.com, As of 6:17 pm of Sept. 10,2017, The Philippine Peso
Rate Peso can be seen at the table below.
Bills Payment
A money transfer scheduled on a predetermined date to pay a
recurring bill. Automatic bill payments are routine payments made from a
banking, brokerage or mutual fund account to vendors. Automatic payments can
be made from a checking account or credit card. They are usually set up with
the company receiving the payment, though it’s also possible to schedule
automatic payments through a checking account’s online bill pay service.
Automatic bill payments occur over an electronic payment system, such as
the Automated Clearing House (ACH).
Loan Payment/ Financial Services
A loan is the act of giving money, property or other material goods
to another party in exchange for future repayment of the principal amount along
with interest or other finance charges. A loan may be for a specific, one-time
amount or can be available as an open-ended line of credit up to a specified
limit or ceiling amount.

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The terms of a loan are agreed to by each party in the transaction
before any money or property changes hands. If the lender requires collateral,
that is outlined in the loan documents. Most loans also have provisions
regarding the maximum amount of interest, as well as other covenants such as
the length of time before repayment is required. A common loan for American
consumers is a mortgage. The mortgage calculator below illustrates the various
types of mortgages and their different terms.
According to Justin Pritchard, There are lots of ways and formulas on
how Loan Payments. Below are the formulas he sighted: (Calculate Loan
Payments & Costs: Formulas and Tools, 2016)
1. Formula for Amortizing Loan Payment
The formula below works for most amortizing loans (standard auto
and home loans.)
Loan Payment = Amount / Discount Factor
or P = A / D
You’ll need the following values:
Number of Periodic Payments (n) = Payments per year times number of years
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Periodic Interest Rate (i) = Annual rate divided by number of payments per
Discount Factor (D) = {[(1 + i) ^n] - 1} / [i(1 + i)^n]
2. Sample Loan Payment Calculation
n = 360 (30 years times 12 monthly payments per year)
i = .005 (6% annually expressed as .06, divided by 12 monthly payments per
year - learn how to convert percentages to decimal format)
3. Interest Only Loan Payment Calculation Formula
The loan payment calculation for an interest only loan is easier.
Multiply the amount you borrow by the annual interest rate. Then divide by the
number of payments per year.
4. Credit Card Payment Calculations
Credit cards are also fairly simple: there’s often a formula for
figuring out what your minimum monthly payment should be. For example,
your card issuer might require that you pay at least 3% of your outstanding
balance each month (with a minimum of $25 or so). Of course, it’s wise to pay
more than the minimum, but that’s the amount you have to pay to stay out of
trouble.
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Payment = MinRequired x Balance
Airline/ Airline Industry/ Travel Booking
The airline industry offers transportation services via flights for
passengers or freight. Airlines may lease or own an aircraft to provide these
services, and at time may combine their services with that of another airline for
mutual benefits. Airlines in the industry are typically identified by a license
issued to the company by a government aviation committee, or by an air
operating certificate. The airline industry consists of a variety of different
services from a singular aircraft utilized to deliver cargo or mail, to full-service
airline that operate internationally with many different aircrafts. Airlines are
classified by the services they offer: intra-continental, domestic, regional,
intercontinental, or international. They may be utilized as charters or
scheduled services.
According to Bohlman, et al., In 2013, Warren Buffett called the
commercial aviation industry a “death trap for investors.” In 2016, the legendary
value investor spent more than US$1.3 billion buying the stock of four major
U.S. commercial carriers:

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American Airlines, Delta, United Continental, and Southwest Airlines — and he
have recently upped his stake to more than $8 billion .
Notwithstanding the speculation that this action is a precursor to
Buffett’s company, Berkshire Hathaway, taking one of these major carriers
private, Buffett seems to be betting that consolidation will continue to pay off for
the airlines.
He may or may not be right, but it is undeniable that airlines in the
U.S. and in most other regions are enjoying a run of good results, buoyed by
steadily rising demand and an extended drop in fuel costs. Industry-wide
passenger traffic grew by 6.3 percent in 2016. And according to the latest
International Air Transport Association (IATA) figures, commercial airlines
posted their strongest financial performance ever in 2016 — reporting $35.6
billion in net profit, just a bit above 2015 results but nearly double those of 2014.
For the third consecutive year (and only the third year in airline industry history),
carriers reported a positive return on invested capital. (2017 Commercial
Aviation Trends)
Airline Industry in the Philippines Timeline
1931: Creation of Office under the Department of Commerce and
Communications to handle aviation matters.

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1941: Philippine Airlines was founded.
1952: Reorganization of the Civil Aeronautics Board and the Civil Aeronautics
Administration (Republic Act No 776)
1973: Philippine Airlines (PAL) was granted had a virtual monopoly of the
country’s civil aviation industry
1974: PAL becomes a monopoly in domestic travel.
1978: PAL was given a new franchise but with a provision  Government
regulated fares to prevent PAL from engaging in monopoly pricing  ROI of
PAL was capped to 12%  PAL recovered losses through government
subsidies and charging higher fares in high density markets
1995: Liberalization of the Airline Industry  Domestic and international civil
aviation liberalization policy was established  Restrictions and on routes and
flight frequencies as well as government control on fares were removed 

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Encouraged at least two operators in any route Markets with at least two
operators are deregulated with regard to fare
1999: PAL’s market share decreased significantly Competition intensified
Top Up/ E-Pay
According to Phoebe Magdirila, Low banking and credit card
penetration in the Philippines has been a factor hindering the growth of the
country’s ecommerce sector in its earlier years. With a mere 27 percent
banking penetration and two percent credit card penetration, the prospect of
increasing ecommerce transactions doesn’t look promising.
But today, online vendors can encourage consumers to purchase
online through alternative online payment methods.

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Top 10 Philippine online payment methods for
consumers and merchants:
1. Smart Money
Smart Money, one of the first ewallet services in the Philippines
provided by telco Smart Communications, provides a payment service for both
merchants and online shoppers.
It offers a web-based payment service for merchants to accept
payments. Regular consumers must have a Smart SIM. The user will then have
a designated account number that gives them the capability to purchase online.
It’s linked to MasterCard, which means any payment from the ewallet will be
equivalent to a credit card payment. On top of that, an SMS notification will be
sent to the user when the account is used for any transactions.
2. GCash
GCash, telco Globe’s counterpart to Smart Money, is also being
used by online sellers and shoppers, and other payment gateways. Users
likewise have to own a Globe SIM. By activating a GCash account, users just
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have to put in their mobile number linked to their GCash account on the
designated ecommerce site, and the balance will deducted from the wallet. It
also uses an SMS notification feature that informs the user of transactions.It
also offers bill payment and phone credit top up directly from ewallets.
3. DragonPay
Payment gateway DragonPay launched in 2010 during the height of
daily deals in the Philippines, aiming to offer alternative payment methods for
ecommerce sites in the Philippines. To date, DragonPay has hundreds of
merchants using the payment system in the areas of daily deals, retail, travel,
and other online stores.
4. JuanPay
A Cebu-based startup which launched in 2013, JuanPay, also offers an
alternative payment method for ecommerce merchants in the Philippines
by integrating its software on their websites. Smaller scale sellers on
Facebook and Instagram can also coordinate to have accept payments using
JuanPay’s payment system.

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Payment options: JuanPay allows credit card payments and online and
over-the-counter deposits from 10 banks, as well as e-wallet payments
through GCash and Smart Money.
5. PesoPay
PesoPay is a service by e-payment service provider AsiaPay, which
focuses on providing payment options for merchants and consumers in
the Philippines. Similar to other payment gateways, its payment system
can easily be integrated to the site.
Payment options: It accepts payments via credit cards (such as Visa,
Mastercard and JCB), online bank transfer payments through ATM consortium
Bancnet, over-the-counter payments through banks (RCBC and BDO), non-
bank payment partners such as pawnshops and other brick-and-mortar shops,
and PayPal.
PayEasy
One of the services provided by internet-based services
company Mozcom is PayEasy, which also integrates it payment system into
ecommerce sites’ shopping carts.

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Payment options: PayEasy accepts payments via PayPal, major credit cards
(Visa, MasterCard, American Express, JCB), online payments through ATM
consortia BancNet and MegaLink, ewallets (Globe G-Cash and Smart Money)
and direct debit from different global banks. It also uses DragonPay’s online
and over-the-counter payments.
6. MOLPay
Malaysia-based payment company Money Online (MOL) is an online
payment platform for games throughout Asia. In addition to this, it also gives
merchants more options to accept payments through its localpartnerships with
different countries in Southeast Asia – Malaysia, Singapore, Philippines,
Thailand, China, Indonesia and Vietnam
Payment options: In the Philippines, MOLPay lets its merchants’ customers
pay online through its partnership with local gateways DragonPay and Pay
Easy, together with ATM consortia Bancnet, Megalink and, other partner banks
(BDO, Chinabank, East West, UCPB). It also accepts in-store payments
through payment centers such as 7 Connect, CebuanaLhuillier, Western Union,
and GCash.
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7. WeePay
WeePay is another recent addition to the list of payment gateway
startups in the Philippines. The payment company is a subsidiary of brokerage
company Accord Capital Equities
Payment options: It accepts online payments from all the banks accredited
under ATM consortia Bancnet and Megalink along with ewallet payments via
GCash.
Connect
The huge convenience store franchise 7 Eleven has likewise
jumped into offering payment options for merchants and consumers in a few
Asian countries. This service is available in the Philippines and is already
being utilized by some online sellers.
Payment options: The online aspect to it will be most beneficial to
ecommerce sites that have have the 7 Connect option on their websites. Customers
go to any 7 Eleven branch to pay. Customers who don’t have access to credit cards
will can use this as a way to make purchases online.

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8. Coins.ph
The crypto currency Bitcoin has become a new way to send money
anywhere, including merchants.
In the Philippines, Bitcoin trading platform Coins.ph has also created a
payment service for ecommerce sites in the country. It jumpstarted the
service by offering the Bitcoin payment service to top daily deal
sites Metrodeal and Cash Cash Pinoy.
Payment options: To pay using Bitcoin, a user needs a bitcoin wallet to send
the funds from. Upon purchase through these sites, a QR code of the Bitcoin
address is displayed for the user to process the payment using their bitcoin
wallet.
Problems and Solutions
Service Quality
According to Moshe Sharabi, These are the problems in
implementing service quality and the solutions.

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a) Cost/benefit problems
This is one of the most bizarre phrases in managerial theory. We
say cost/benefit,but we only hear about the cost. For instance, there was
considerable opposition in Starbuck’s to invest $40 million in 2002 to add 20
hours of labor a week per store to improve customer satisfaction (Chittum,
2006). This amounted to almost seven cents a share, and was on the verge of
being soundly rejected as too expensive. It was only when it was discovered
that highly satisfied customers spent 9 percent more than satisfied customers
that the decision was made to invest the money. It is not often that we make the
effort to measure the unknown, preferring to give added credence to the
numbers that we know. As we previously stressed, there are a lot ofpoor quality
costs that we do not measure at all. As a result, decisions are mostly based on
the short-term, and decisions are being made without all the relevant data.
Figure 1 shows the enormous wasted potential to eliminate future problems.
Grainer (2003) called this the billion dollar sinkhole. We have spent billions of
dollars on improving service recovery, and customers are less satisfied with
service recovery today than theywere 30 years ago. We have wasted all this
money on measuring the wrong things, and not enough on improving service
quality.
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b) Measurement issues
Satisfaction, or quality, is usually measured as an absolute number,
for instance 4.1 out of 5, when in reality it is a relative number. If our
organization goes upfrom 4.1 to 4.3, it is considered a great achievement, but
what happens if our competitor goes up to a 4.8. Our 4.3 does not look so
good. There is also a tendency to measure quality in the service factory, those
service processes that exist to assist the customer and serve customer needs.
We measure wait time, time per transaction, yield, cost per transaction, and
other internal processes. These are problems since satisfaction must be
measured relative to our competition, because our customers have choices,
and will choose the best choice for them. In reality, if the customer judges the
quality of the service, we needto measure what is important to the customer.
Measuring wait time or average yield are internal measures and do not indicate
what the customer thinks about our quality. Another measuring issue is that
most organizations measure customer satisfaction using the same
questionnaire across customer segments. This number is meaningless as well
as expensive. Customer segments are different, and they value different things.
Asking generic questions and calling it customer satisfaction is
simply wrong. Each segment must be measured according to what they
consider the most important things. Most satisfaction questionnaires imply that
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each question is weighted the same. This also is false and misleading.
Customers should be free to weight each question according to importance;
otherwise the total satisfaction score is not accurate. The risk is that we are
measuring what we want instead of what we should and then we are basing our
decisions on this faulty analysis. We then do not understand what we did wrong
and it is time to ask if we are actually looking (measuring) in the right place.
Accordingly, the important questions that the organizations have to confront
originally, are what, how and why to measure? (Dahlgaard and Dahlgaard-
Park, 2002).
c) Efficiency vs. effectiveness
Most service managers today have an engineering background,
and are well schooled in the principles of logistics, and efficiency, especially as
it relates to manufacturing. They are constantly trying to reduce costs,
oftentimes at the expense of effectiveness. A case in point are interactive voice
response systems. Automated call systems are vastly cheaper than operators,
but exasperate the customers (Cena and Torre, 2006),causing enormous
dissatisfaction (www.gethuman.com). The extra costs of lower customer
satisfaction have not been factored into the equation by most companies,
andthose that have examined the situation in depth are reverting back to live
operators
DEDEVELOPMENT
(Netflix, as reported in Hafner, 2007). This returns us to the
cost/benefit issue discussed above. When one of the authors had his luggage
lost, on a recent trip, he was only able to talk to the airline’s computer. While
the conversation was intelligible, it was also devoid of emotion, and satisfaction
was low. The author does not fly that airline anymore. Was it worth it to the
airline to lose a customer to save a few dollars? In a high tech-high touch world,
automation cannot take the place of human emotion and empathy. Because of
the economy, more companies are focusing on the short-term efficiency of their
operations, with less regard for how this affects the customer, or how it lowers
their effectiveness in solving customer problems, thus causing them long-term
profit damage. Parasuraman (2008) noted that the producer-oriented view of
productivity is insufficient for service contexts because they involve
“performances” that are typically produced and consumed simultaneously
through interactions between the service providers and customers. As such, he
reported, thatin service contexts customers often play a co-production role,
providing some amount of direct or indirect input in the form of time, physical
effort, and mental energy. When service companies subscribe to a purely
producer-oriented view–which is the case more often than not–the quality of
service to customers invariably suffers. (Service quality implementation:
problems and solutions, 2010)

DEDEVELOPMENT
Remittance
According to Manuel Orozco, here are the problems and solutions to
enhance the development impact of remittances.
a) Reducing informality, improving competition and reducing costs
First, policy must address the money transfer market by reducing
informality, improving competition and reducing costs as well as offering
incentives to improve money transfer technology. Most migrant associations
stress that cost reduction needs to be addressed and their solutions vary from
sanctions or profit reinvestment schemes to enhanced competition to disclosure
and information monitoring. The existence of informal networks often results
from the absence of a significant number of competitors that can pay transfers
in the most remote areas. Because in most developing countries governments
stipulate that only banks are allowed to pay remittances, many rural areas are
neglected and in turn adopted by small informal entrepreneurs. This legal
constraint restricts consumer access to other financial institutions that could
offer that service. Reviewing legislation that allows non-banking financial
institutions, such as microfinance institutions, to pay remittances will help
reduce informality and increase competition.

DEDEVELOPMENT
However, more needs to be done. In some cases cheaper costs
have come at the expense of the payment institution, which often receives 20%
of the revenue per transaction. In rural areas where infrastructure is deficient
and security is critical, paying institutions face higher costs than the revenues
obtained, therefore mitigating strategies are necessary to palliate the
challenges in rural communities. Further efforts to decrease costs involve
greater transparency, improving the environment for MTO competition
(including monitoring businesses on full pricing and service level) disclosure,
supporting small money transfer businesses to participate in the market) and
introducing alternative means to transfer money such as prepaid cards or
mobile phone technology. Recent regulatory complications in the remittance
originating countries have caused banks to grow wary of doing business with
MTOs, and subsequently many banks have ended their banking relationships
with MTOs. This obstacle has created a difficult operating environment for
MTOs, the majority of which are minority owned businesses and thus hurts the
end user.
b) Accelerating financial intermediation projects with credit unions and MFIs
Another area is accelerating financial access through projects with microfinance
institutions (MFIs), credit unions, and small banks. These alternative financial
DEDEVELOPMENT
institutions have demonstrated a key role in banking the traditionally unbanked
and in transforming remittance clients into clients of other financial services.
Support of these financial institutions by governments and donor countries has
been low despite MFI efforts to reach out to remittance recipients. The financial
assistance that has been granted has typically targeted financial product
design, marketing, and technology. In Moldova, for example, the majority of
flows go to families in rural areas where bank presence is more restricted but
Savings and Credit Associations have deeper reach, but are not allowed to
offer remittance services or supported to reach out to recipients and migrants.
Increasing the support and participation of these small financial institutions is of
crucial importance to increasing access to financial services and improving
financial literacy and assets. Types of assistance include financial product
design and marketing, IT development, market research, and regulatory
compliance. Another area of assistance is in supporting savings banks, MFIs
and Credit Unions to build networks that can allow positive negotiations with
remittance transfer companies. A successful example of cooperation is found in
Paraguay, whereby the microfinance El Comercio benefited from a technical
assistance from the Inter-American Development Bank and has been able to
increase its number of transfers to more than 20,000 in less than two years.
Linking banks in the originating countries to microfinance institution on the
destination country is also a winning proposition. For example, CaxiaCatalunya,

DEDEVELOPMENT
a savings bank in Spain, established agreements with other banks and saving
banks which help people to send money at the lowest cost from 1500 cash
points to any of the 1000 partners’ branches in Morocco, Senegal, Argentina,
Bolivia, Colombia, Ecuador, Peru, Brazil, the Dominican Republic, Pakistan,
China, Bulgaria and Romania.
c) Engaging banking institutions to provide broad financial services
In addition to offering incentives to non-banking financial institutions to reach
out to remittance clients, larger banks that offer remittance services should be
targets for engagement. Access to banking service remains low despite the
very high percentage of payments made by banks, and the revenues resulting
from their services: remittance transfer earnings represent 20% or more of their
total net income. There should be efforts to increase opportunities for
reinvestment in the community. Throughout Latin America and the Caribbean
banks make nearly 50 percent of all remittance payments, and in Central Asia,
Africa, South Caucasus, Eastern Europe, and parts of South East Asia, the
percent is nearly 100 (only to compete with postal services, or some credit
unions). However, banks have not taken advantage of this position to offer
remittance recipients access to other financial services. Because of banks’
roles in distributing remittances in the region, it is particularly important that

DEDEVELOPMENT
they move beyond simple remittance payments and offer financial literacy
programs aimed at remittance recipients, financial product design or marketing,
and modernization of payment systems. An important example of providing
financial services to recipients is in Mexico. The government agency BANSEFI
established a network—L@ Red de la Gente—of some 1200 banks, micro
finance institutions, and credit unions to serve as distribution centers for
remittances. In 2007 BANSEFI had increased its payments to 120,000 transfers
and was opening accounts for about one quarter of its payment recipients.
Pawn Broker
According to. Gloria Roxas, below are the problems that commonly
encountered by the customer and the solutions while having pawn broking
transaction.
a. Acceptance of plated (Fake)
It is prevented through the use of modern tools that detect genuine gems
from fake and by hiring experienced, honest and competent appraiser.

DEDEVELOPMENT
b. Giving redeemed pawn to wrong person and acceptance of pawn
ticket whose signature is forged.
Requiring the pawners present proper identification papers upon signing in
the pawn ticket and during redemption of pawn.
Synthesis
The researchers that these litarature gathered is significanctly
relevant to this study, they relate the study based on the academic defnition of
quality.
In order to achieve Service Quality, there are some process need to
be followed.Quality starts within the organization going to their services offered
for their services this is to determine the satisfaction of the customers.Quality is
measured based on perception of the customers with the services offered of
some Microfinancial Institution, and also the insights of some customers with
the problems they mostly encountered and how the company respond with this
problems.
DEDEVELOPMENT
Chapter III
Research Methodology
This chapter shows the research method used population and
sampling scheme description of the respondents, research instrument and data
gathering procedure, statistical treatment of data.
Research Method Used
The researcher used descriptive method because it is used to
describe characteristics of a population or phenomenon being studied. The
descriptive method of research is a fact finding study with adequate and
accurate interpretation in the findings.
Descriptive Research is a study designed to depict the participants
in an accurate way. More simply put, descriptive research is all about
describing people who take part in the study (Kowalczyk, 2015)
Population and Sampling Scheme
The researchers used the customers of Cebuana Lhullier within
G/F Kimstone Plaza P. Victor St. Brgy. Guadalupe Nuevo, District II, Makati
City 1212. The researchers were disseminated 130 copies of questionnaire’s,

DEDEVELOPMENT
100 of which were retrieved and answered. The researchers used the Random
Sampling
Random Sampling is the determining the target population of those
to be involved in the study and the respondents were chosen on the basis of
being customers of Cebuana Lhullier.
Demographic Description of Respondents
This study covered the customers of Cebuana Lhuillier in some
branches within Metro Manila, respondents where composing 100 persons who
avail the services of Cebuana Lhuillier, the demographic description of the
respondents was according to gender, age and economic status.
The table below shows the Frequency and Percentage Distribution
of the Respondents According to Gender.
Research Instrument
The research instrument used in gathering data was questionnaire. The
researchers divided it into two parts:
Part I of the questionnaire consists of Demographic Description
such as the age, gender and economic status of the respondents.

DEDEVELOPMENT
Part II compose of Services offered, Problems encountered by the
customer of Cebuana Lhullier and the solution to those problems.
Data Gathering Procedure
The researchers conducted survey for 4 consecutive days to the
customer of Cebuana Lhullier along P. Victor St. Brgy. Guadalupe Nuevo,
District II Makati City. The researchers patiently wait outside the branch and
gave survey questionnaires to those who went out from the Cebuana Lhullier.
The researchers explained the reason for conducting the survey and the
process on how they going to answer the questionnaire. The researcher gave
at least 5 minutes to every respondent to finished answering the questionnaire.
After getting all the data needed, the researchers tallied all the answers for
analysis and interpretation of data. To come up with the summary of findings,
conclusions and recommendations, the researchers have analyzed and
interpreted all the data.

DEDEVELOPMENT
Statistical Treatment of Data
The researchers made use of simple statistical treatment of data to
analyze and interpret the data gathered through the use of the questionnaires.
The data were analyzed through frequency counts, percentage distribution and
weighted mean.
Percentage
Formula:
𝒇
P= x 100
𝒏
Where:
P= Percentage (%)
F= Frequency of each group of respondents in the sample size
N= Total number of respondents

DEDEVELOPMENT
Weighted Mean
The formula was tallied for the questionnaire proper and the
researchers computed weighted mean of each item. Weights were
assigned to each scale as follows:
Verbal Scale Weighted Mean
Strongly Agree 5 4.50-5.00
Agree 4 3.50-4.49
Fairly Agree 3 2.50-3.49
Disagree 2 1.50-2.49
Strongly Disagree 1 1.00-1.49

DEDEVELOPMENT
CHAPTER IV
Presentation, Analysis and Interpretation
Of the Data
This chapter presents the analysis and interpretation of data
gathered, out of the instrument used specifically the profile of the
respondents of Cebuana Lhuillier according to their age, gender and
economic status. The results of the study were presented using the
tabular, graphical and factual presentation.
Sub Problem No.1 The most used services offered by Cebuana Lhuillier to
their customer.
DEDEVELOPMENT
Table 1
Frequency, Percentage and Rank Distribution of the

Respondents According to Gender
Gender Frequency Percentage Ranking
Male 43 43% 2
Female 57 57% 1
Total: 100 100%
The table shows that out of 100 respondents, 43 or 43% are
Male; while 57 or 57% are Female. Most of the respondents are Female
customers of Cebuana Lhuillier.
The table below shows the Frequency and Percentage
distribution of the Respondents According to Age.

DEDEVELOPMENT
Gender
43% 57% Female

Male
Table 2
Frequency, Percentage and Rank Distributor

According to Age
Age Frequency Percentage Ranking
19-Below 15 15% 4
20-30 43 43% 1
31-40 19 19% 3
41 and Above 23 23% 2
Total: 100 100%

DEDEVELOPMENT
The table shows that out of 100 students, there were 43 or 43% are
within ages 20-30, followed by 23 or 23% are ages 41 and above then, the 19
or 19% came from the ages 31 to 40, ages 19 and below got the lowest
frequency and percentage of 15 or 15%.
The table shows the Total numbers combining the Male and
Female Respondents According to their Economic Status.
Age
41 and Above
31-40
Age
20-30
19 and Below
0 20 40 60
DEDEVELOPMENT
Table 3
The Total Numbers Combining the Male and Female

Respondents According to their Economic Status.
Economic Male Female Frequency Percentage Ranking
Status
Students 7 16 23 23% 2
Employee 29 24 53 53% 1
Recipient of 4 12 16 16% 3
OFW
Others 3 5 8 8% 4
Total: 43 57 100 100%
The table above shows that out of 43 male respondents, 7 are
students, 29 are employees, 43 are the recipients of OFW and 3 are others;
on the other hand, out of 57 Female respondents, 16 are students, 24 are
employees, 12 are recipients of OFW and 5 are others. In total, there are 23
respondents that are students, 53 are the employees, and 16 are recipients of
OFW and 8 came from the others.

DEDEVELOPMENT
Economic Status
8% 23% Student
16%
Employees
53%
Recipient of
OFW
Others
Table 4
Weighted Mean according to the Most used Services
offered by Cebuana Lhuillier
Services Weighted Verbal Ranking

Mean Interpretation
Money Transfer 3.91 Agree 1
Pawn broking 1.92 Disagree 4
Foreign Exchange 1.92 Disagree 5
Bills Payment 2.93 Fairly Agree 2
Financial Services 1.59 Disagree 6
Online Travel Booking 1.48 Disagree 7
Donation to different 1.00 Strongly 8
Foundations Disagree
DEDEVELOPMENT
E-load 2.11 Fairly Agree 3
Overall Mean 2.11 Disagree
The table shows the general evaluation of weighted mean,
rating scales and rank of the respondents according to the Services Offered
by Cebuan aLhuillier.
Money Transfer with weighted mean of 3.91 and the rating
scale of agree, Bills payment with weighted mean of 2.93 and the rating scale
of Fairly agree, E-load with weighted mean of 2.11 and the rating scale of
Disagree, Pawn broking with weighted mean of 1.92 and the rating scale of
Disagree, Foreign exchange with weighted mean of 1.92 and the rating scale
of Disagree, Financial services with weighted mean of 1.59 and the rating
scale of Disagree, Online travel booking with weighted mean of 1.48 and the
rating scale of Disagree and Donation to different foundations with weighted
mean of 1.00 and the rating scale of strongly disagree.

DEDEVELOPMENT
Weighted Mean in Services Offered

of Cebuana Lhullier
E-Loads
Donation to Different Foundation
Online Travel Booking
Financial Services
Bills Payment
Foreign Exchange
Pawn Broker
Money Transfer
0 0.5 1 1.5 2 2.5 3 3.5 4

DEDEVELOPMENT
Table 5
Weighted Mean According to Problems encountered
Problems Weighted Verbal Ranking

Mean Interpretation
1.1 Misspelled name of the 2.12 Disagree 5
recipient
1.2 Wrong Tracking Number 1.31 Disagree 12
2.1 Low Appraisal for 1.93 Disagree 7
Pawned Item
2.2 High interest in pawned 1.76 Disagree 8
item
3.1 Exchange of Fake 1.47 Strongly 11
Money Disagree
3.2 Damage of Paper Bills 1.65 Disagree 9
4.1 Wrong Tracking Number 2.19 Disagree 3
4.2 Only accredited
companies of Cebuana
Lhullier are allowed to 1.61 Disagree 10
receive payment from the
customers
5.1 Too many requirements 2.34 Disagree 2
5.2 Delayed in remitting the 2.07 Disagree 6
payments of the customers
6.1 Non-Acceptance of 1.20 Strongly 14
non –accredited travel Disagree
agency
7.1 Lack of customers 1.27 Very Disagree 13
awareness about the
existence of this services
8.1 Wrong entry of 2.39 Disagree 1
transaction number
8.2 Offline of the system 2.16 Disagree 4
Overall Mean 1.69 Disagree
DEDEVELOPMENT
The table shows the general evaluation of weighted mean,
rating scales and rank of the respondents according to the problem
encountered in Cebuana Lhuillier.
Wrong entry of transaction number with weighted mean of 2.39
and the rating scale of Disagree, Too many requirements with a weighted mean
of 2.34 and with the rating scale of Disagree , Wrong tracking number with a
weighted mean of 2.19 and with the rating scale of Disagree, Offline of the
system with a weighted mean of 2.16 and the rating with the rating scale
ofDisagree, Misspelled name of the recipient with a weighted mean of 2.12 and
with the rating scale of Disagree, Delayed in remitting the payments of the
customers with a weighted mean of 2.07 and with the rating scale of Disagree,
Low appraisal for pawned item with a weighted mean of 1.93 and with the
rating scale of Disagree, High interest in pawned item with a weighted mean of
1.76 and with the rating scale of Disagree, Damage of paper bills with a
weighted mean of 1.65 with the rating scale of Disagree, Only accredited
companies are allowed to receive payment from the customers with a weighted
mean of 1.61 and with a rating scale of Disagree, Exchange of fake money with
a weighted mean of 1.47 and with the rating scale ofDisagree, and the Wrong
Tracking Number with weighted mean of 1.31 and the rating scale of Very
Disagree, Lack of customer awareness about the existence of the services with
weighted mean of 1.27 and the rating scale of strongly Disagree and Non-
DEDEVELOPMENT
acceptance of non-accredited travel agency with weighted mean of 1.31 and
the rating scale of strongly Disagree.
PROBLEMS ENCOUNTERED
Offline of the system
Wrong entry of transaction…
Lack of customers awareness…
Non- Acceptance of non-…
Delayed in remitting the…
Too many requirments
Only Accredited companies…
Wrong tracking number
Damage of Paper bills
Exchange of fake money
High interest in pawned item
Low Appraisal for the…
Wronng tracking number
Mispelled name of the…
0 0.5 1 1.5 2 2.5

DEDEVELOPMENT
Table 6
Weighted Mean of the Solution to the Problems

Encountered
Solutions Weighted Verbal Ranking

Mean Interpretation
1.1 Employees must intensively
observe the recipient name to Agree 2
avoid mistakes and misspelled 4.13
1.2 Employees must intensively 4.09 Agree 3
observe the transaction number of
the customer
2.1Increase the appraisal rate 3.75 Agree 6
2.2 Lower the interest for the 3.79 Agree 4
pawned item
3.1Every branches must have an
equipment that can easily detect
fake money 3.78 Agree 5
3.2 Put signages that 3.58 Agree 8
CebuanaLhullier did not accept
damage paper bills
4.1 Employees must intensively 3.64 Agree 7
observe the transaction number of
the customer
4.2 Put a list of the accredited 3.55 Agree 9
companies
5.1 Inform the customer about the 3.50 Agree 13
list of requirements they need to
present
5.2 Set a cut off time for this 3.54 Agree 10
particular service of
CebuanaLhullier
6. Inform the customer about the 3.49 Fairly Agree 14
list of their accredited travel
agencies
7. Make more advertisements 3.51 Agree 12
8.1 Employees must be sure 4.22 Agree 1
about the numbers they are
encoding
8.2 Upgrade the system to avoid 3.52 Agree 11
delayed transaction
Overall mean 3.73 Agree
DEDEVELOPMENT
The table above shows the general evaluation of weighted
mean and rating scales according to solutions of the problem of
CebunaLhuillier.Employees must be sure about the numbers they are
encoding with a weighted mean of mean of 4.22 and with rating scale of Agree,
Employees must intensively observe the recipient name to avoid mistakes with
a weighted mean of 4.13 and with the rating scale of Agree, Employees must
intensively observe the with a weighted mean of 4.09 and with a rating scale of
Agree, Lower the interest for the pawned with a weighted mean of 3.79 and
with the rating scale of Agree, Every branches must have an equipment that
can easily detect fake money with weighted mean of 3.78 and with rating scale
of Satisfied, Increase the appraisal rate with a weighted mean of 3.75 and
with rating scale of agree, Employees must intensively with a weighted mean
of 3.64 and with a rating scale of Agree, and Put signage’s that Cebuana
Lhullier did not accept damage paper with a weighted mean of 3.58 and rating
scale of Agree, Put a list of the accredited companies with a weighted mean of
3.55 and rating scale of Agree, Set a cut off time for this particular service of
Cebuana Lhullier with a weighted mean of 3.54 and rating scale of Agree,
Upgrade the system to avoid delayed transaction with a weighted mean of
3.52 and rating scale of Agree, Make more advertisements with a weighted
mean of 3.51 and rating scale of Agree, Inform the customer about the list of
requirements they need to present with a weighted mean of 3.50 and rating
DEDEVELOPMENT
scale of Agree, Inform the customer about the list of their accredited travel
agencies with a weighted mean of 3.49 and rating scale of Agree
Solutions to the Problems
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
DEDEVELOPMENT
CHAPTER V
SUMMARY, CONCLUSION AND RECOMMENDATION
This chapter presents the summary of findings, conclusions, and
recommendations. Recommendations were base from the findings and
conclusion of the study.
Summary
The main objective of the study is to spot the most used services of
Cebuana Lhullier by their customers and determine the problems that they
encountered. Then, give the possible solutions to those problems.
The researcher’s assumption in the Impact of Cebuana Lhullier as
Perceive by their customers was that customers of Cebuana Lhullier encounter
and experience problems about their services. The delimitation of the study
was about the customers of Cebuana Lhullier along G/F Kimstone Plaza P.
Victor St. Brgy. Guadalupe Nuevo District II, Makati City 1212. This study was
done in school year 2017-2018. The study utilizes the survey approach of
research precisely the descriptive method. The said approach was to figure out
DEDEVELOPMENT
the problems and the possible solution to that problem. The quantitative
research techniques were used particularly the Rating Scale.
A survey questionnaire was prepared to the 100 respondent which
are the customers of Cebuana Lhullier along G/F Kimstone Plaza P. Victor St.
Brgy. Guadalupe Nuevo District II, Makati City 1212. The questionnaire served
as an instrument of collecting data. Scaled questionnaires were developed for
an easy and save time way of filing up.
Findings
Majority of the respondents uses Money Transfer among all the
services that the Cebuana Lhuillier offered with the weighted mean of 3.91 with
verbal interpretation as Satisfied and ranked as 1 and the least used services of
Cebuana Lhuillier Donation to different foundations with the weighted mean of
1.00 with the verbal interpretation as Very Dissatisified.
The most problem that the respondents encountered Wrong
transaction number with a weighted mean of 2.39 with a verbal interpretation as
Dissatisfied in the service of E-load and the least was Non-acceptance of Non-
accredited travel agency with a weighted mean 1.20 with a verbal interpretation
as Dissatisfied in the service of Online travel booking.

DEDEVELOPMENT
The solution to the most problem that the customer of Cebuana
Lhuillier encountered was Employees must be sure about the number that they
encoding with the weighted mean of 4.22 with the verbal interpretation as
Satisfied and the solution to the least problem was Inform the customer about
the list of their accredited travel agencies with the weighted mean of 3.49 and
with the verbal interpretation as Fairly Satisfied.
Conclusion
The following conclusion was drawn as a result of the research
work based on Impact of Service Quality of Cebuana Lhuillier as perceived
by their customers.
1. The most common problem that the customers encounter was wrong entry of
transaction number.
2. They encounter this problem in the service of E-loading.
3. The suitable solution for the problem was employees must be sure about the
numbers they are encoding.

DEDEVELOPMENT
Recommendation
Based on the conclusions, the following recommendations were
suggested:
1. The customers have to double check the control number to ensure that the
number they gave was correct.
2. The customers have to be more aware when they avail this service to avoid
entering wrong transaction number.
3. They have to come up with weekly orientation.

DEDEVELOPMENT
References
https://www.odi.org/sites/odi.org.uk/files/resource-documents/10748.pdf
https://www.moneyadviceservice.org.uk/en/articles/pawnbrokers-how-
they-work
https://www.collateraluk.com/history-of-pawnbroking/
https://www.britannica.com/topic/pawnbroking
https://www.moneyadviceservice.org.uk/en/articles/pawnbrokers-how-
they-work
http://www.thenpa.com/About-Pawnbroking/How-Pawnbroking-
Works.aspx
http://www.jagranjosh.com/articles-bank-recruitment-1301462530-1
http://www.jagranjosh.com/articles/what-is-banking-and-banking-system-
1352112728-1
http://study.com/academy/lesson/banking-system-definition-types.html
http://www.investopedia.com/articles/07/banking.asp
http://www.investopedia.com/ask/answers/08/what-is-foreign-
exchange.asp
http://www.x-rates.com/table/?from=PHP&amount=1
http://www.investopedia.com/terms/a/automatic-bill-payment.asp
https://www.thebalance.com/loan-payment-calculations-315564
http://www.investopedia.com/terms/i/insurance.asp
http://www.investopedia.com/terms/b/business.asp
https://www.marketresearch.com/Heavy-Industry-c1595/Transportation-
Shipping-c95/Airlines-c245/
DEDEVELOPMENT
https://www.strategyand.pwc.com/trend/2017-commercial-aviation-trends
https://www.slideshare.net/madhaespiritu/airline-industry-final-with-ref
https://www.techinasia.com/10-alternative-online-payments-consumers-
merchants-philippines
DEDEVELOPMENT
APPENDICES
DEDEVELOPMENT
Appendix A
Republic of the Philippines
Rizal Technological University
Boni Ave., Mandaluyong City
College of Business and Entrepreneurial Technology
October 25, 2017
Prof. Amelia Arganda

DEAN
Dear Dean Arganda:
We the undersigned student researchers, have the honor to
request permission from your good office to allow us to conduct a study
untitled “Impact of Service Quality of Cebuana Lhullier as Perceived by Their
Customers”, School Year 2017-2018.
Attached is the questionnaire which we are going to use as
instrument in gathering data. The study is a requirement to our course ,
Bachelor in Science in Business Administration major in Marketing
Management.
DEDEVELOPMENT
We are hoping for your positive response on this matter.
Thank you very much
Very truly yours,
Alforte, Remedios B.
Florendo, Asaiah Azmavet R.
Geca, Michelle J.
Gumban, Christian R.
Par, Doms Jourouse O.

DEDEVELOPMENT
Appendix B

College of Business and Entrepreneurial
Technology
August 5, 2017
Prof. Amelia Arganda

DEAN
Dear Dean Arganda,
We are Fourth Year Marketing Management students who are
currently enrolled in Thesis Writing. Our research is entitled “Impact of
Service Quality of Cebuana Lhullier as Perceived by Their
Customers”,This research is in connection with our undergraduate thesis
leading to the degree Bachelor of Marketing Management.
On this regard, we would like to ask your permission to distribute
survey questionnaires outside the school. Specifically at the Guadalupe,
Makati City
We hope for your consideration.
Thank You and God Bless!

DEDEVELOPMENT
Noted By:
__________________ Very truly yours,
Prof. Eugenia Samarista
Thesis Professor Alforte, Remedios B.
Florendo, AsaiahAzmavet R.
Approved By: Geca, Michelle J.
_________________ Gumban, Christian R.
Prof. Amelia Arganda Par, DomsJourouse O.
DEAN, College of Business And
Entrepreneurial Technology
DEDEVELOPMENT
Name: (Optional) Age: Gender:
Kinds of Respondents:
Student Employee Recipient of OFW
Others, (Unemployed, Senior Citizen and etc.)
Direction: Kindly answer the following by putting a check (  ) on the box

that corresponds to your answer.
Legend for Services offered and Solution:
5- Strongly Agree 3- Fairly Agree 1- Strongly Disagree
4- Agree 2- Disagree
I. Services Offered by CebuanaLlhulier 5 4 3 2 1

1 Money Transfer
2 Pawn Broker
3 Foreign Exchange
4 Bills Payment
5 Financial Services
6 Online Travel Booking
7 Donation to different Foundations
8 E-Load
II. Problems Encountered for Money Transfer

1.1 Misspelled name of the recipient
1.2 Wrong Tracking Number
Problems Encountered for Pawn Broker
2.3 Low Appraisal for Pawned Item
2.4 High interest in pawned item
Problems Encountered for Foreign Exchange
3.3 Exchange of Fake Money
DEDEVELOPMENT
3.4 Damage of Paper Bills
Problems Encountered for Bills Payment
4.2 Wrong Tracking Number
4.2 Only accredited companies of CebuanaLhullier are
allowed to receive payment from the customers
Problems Encountered for Financial Services
5.1 Too many requirements
5.2 Delayed in remitting the payments of the customers
Problem Encountered for Online Travel Booking
6.1 Non-Acceptance of
non –accredited travel agency
Problems Encountered for Donation to diff.
Foundation
7.1 Lack of customers awareness about the existence of
this services
Problems Encountered for E-Loads
8.1 Wrong entry of transaction number
8.2 Offline of the system
Other Problem, Please Specify:
III. Solution to the Money Transfer’s Problem 5 4 3 2 1

1.1 Employees must intensively observe the recipient
name to avoid mistakes and misspelled
1.2 Employees must intensively observe the
transaction number of the customer
Solution to the Pawn Broker’s Problem
2.1 Increase the appraisal rate
2.2 Lower the interest for the pawned item
Solution to the Foreign Exchange’s Problem
3.1 Every branches must have an equipment that can
easily detect fake money
3.2 Put signages that CebuanaLhullier did not
accept damage paper bills
Solution to the Bills Payment’s Problem
4.1 Employees must intensively observe the
transaction number of the customer
4.2 Put a list of the accredited companies
Solution to the Financial Services’ Problems
DEDEVELOPMENT
5.1 Inform the customer about the list of requirements
they need to present
5.2 Set a cut off time for this particular service of
CebuanLhullier
Solution to the Online Travel Booking’s Problem
6.Inform the customer about the list of their
accredited travel agencies
Solution to the Donation to Diff. Foundation’s
Problems
7.Make more advertisements
Solution to the E-Load’s Problem
8.1 Employees must be sure about the numbers they
are encoding
8.2 Upgrade the system to avoid delayed
transaction
Other Problem, Please Specify:

DEDEVELOPMENT
CURICULLUM VITAE
DEDEVELOPMENT
Asaiah Azmavet R.Florendo

120C-Central KalayaanBalagbag,Pasay City
https://www.facebook.com/iamsaichiekun
09971881233
OBJECTIVES: To engage in a field of work relevant to my profession

wherever, I would be of great contribution to the progress of the company
thru full utilization of my knowledge and skills
PERSONAL DATA
Date of Birth: June 02, 1998
Place of Birth: Manila City
Age: 19
Height: 5’6
Citizenship: Filipino
Civil Status: Single
Religion: Born Again Christian
ACADEMIC BACKROUND
Tertiary: Rizal Technological University
Bachelor of Science in Business
Administration
Marketing Management
(2014-Present)
Secondary: Kalayaan National High School
(2010-2014)
Primary: Kalayaan Elementary School
(2004-2010)
DEDEVELOPMENT
SKILLS
Proficient in Microsoft Word, Microsoft PowerPoint, Internet Research and
Familiar in Microsoft Excel
Basic knowledge in Public Relations, Fast in typewriting
TRAINING AND SEMINARS ATTENDED
 Creative of Young Marketer Building Impact For Future

TanghalangPasigueño, Pasig
Sep. 19, 2014
 UnliMKTG15
Mandaluyong gymnasium, Mandaluyong City
March 6, 2015
 Marketing 2.0 Going Beyond Next Level

TanghalangPasigueño, Pasig City
Sep. 30, 2015
 ChallengeAccepted
TanghalanPasigueño, Pasig City
Nov. 28, 2016
 Zen Master: Creating Value Proposition Through Innovation

Value Marketing and Personal Branding
Feb. 22, 2016, SM Sta. Mesa Cinema 1
 Green Marketing: Harvest Your Purely Modified Marketing

Crops
Feb. 17, 2017, TanghalangPasigueno, Pasig City
 #VIRAL MARKETING: Value, Influence, Relate Apply, and

Learn to be E-Fluentials
March 6, 2017, SM City Sta. Mesa Cinema 1
DEDEVELOPMENT
CHARACTER REFERENCE
Daniel Cenia
Professor in Rizal Technological University
09176719870
Jerome Sison
09438440014
Jayson Noveda
09071559718
DEDEVELOPMENT
Michelle J. Geca
Blk. 68 Lot 2 Purok 5B Upper
BicutanTaguigCity
https://www.facebook.com/Gecamishilin
09558897010
OBJECTIVES: To engage in a field of work relevant to my profession wherever,

I would be of great contribution to the progress of the company thru full
utilization of my knowledge and skills
PERSONAL DATA
Date of Birth: June 12, 1997
Place of Birth: Mandaluyong City
Age: 20
Height: 5’3
Citizenship: Filipino
Religion: Roman Catholic
ACADEMIC BACKROUND
Tertiary: Rizal Technological University
Bachelor of Science in Business
Admin.- Marketing Management
(2013-Present)
Secondary: Upper Bicutan national High school
(2010-2013)
Primary: Heaven’s Door Christian Academy
(2003-2009)
DEDEVELOPMENT
SKILLS
Proficient in Microsoft Word, Microsoft PowerPoint, Internet Research
and Familiar in Microsoft Excel
Basic knowledge in Public Relations, Fast in typewriting.
TRAINING AND SEMINARS ATTENDED
 Marketing: Your Way To Boundless Opportunities

TanghalangPasigueño, Pasig city
Sep. 16,2013
 MAD WORLD: HOW TO CREATE MEANINGFUL PERSONAL

BRANDS
SMX Convention Center
Feb. 2, 2014
 Creative of Young Marketer Building Impact For Future

TanghalangPasigueño, Pasig city
Sep. 19, 2014
 UnliMKTG15
Mandaluyong gymnasium, Mandaluyong City
March 6, 2015
 ChallengeAccepted
Nov. 28, 2016
 GREEN MARKETING: Harvest Your Purely Modified Marketing

Crops
Feb. 17 2017
 #VIRAL MARKETING: Value, Influence, Relate, Apply and Learn

to be E-fluentials
SM city Sta. Mesa, Cinema 1
March 6, 2017
DEDEVELOPMENT
Character Reference
Mr. Jerome Sison

09438440014
Mandaluyong City
Mr. Jayson Noveda

09071559718
Mandaluyong City
Mr.Jasper Escamillan
09175768444
Medical Director
Taguig City
DEDEVELOPMENT
Gumban, Christian R.
F. Aguilar St. Brgy. Tejeros, Makati City
Globe: #09750411318
Smart: #09990373065
ratagumbanchristian@gmail.com
Objectives:
“I am looking for a job where I can exercise my knowledge and
lesson learned during my college year and willing to learn new things that
can help me to become a better worker.” I am ready to work hard and
motivated to do my very best every day.”
Personal Data:
Age : 20 years old
Date of Birth : Aug. 19, 1997
Place of Birth : Makati City
Height : 5’4
Weight : 165 lbs.
Father : Ricardo Gumban
Mother : NenitaGumban
Permanent Address : Blk. 25 Lot 19 Phase 3 Southville 2 Brgy.

Aguado TreceMartiresCity, Cavite
Religion : Roman Catholic
Sex : Male
Civil Status : Single
Language/Dialect Spoken : English & Tagalog

DEDEVELOPMENT
Educational Background:
Primary Level:
Bangkal Elementary School I
2004 -2010
Secondary Level:
Bangkal High School
2010 - 2014
Tertiary Level:
(BSBA Marketing Management)
PRESENT
Qualification:
 Excellent in public relations and communications

 Creative, Initiative and Adventurous.
 Able to work under pressure
 Flexible and Self-motivated
 Computer literate, particularly in MS WORD, Power Point and Excel
 Efficient workers and effective
 Able to adopt any changes
 Have a leadership skills
 Able to handle stress
Achievements:
 Vice President for Audit (RTU-JMA)
 Academic Scholar
DEDEVELOPMENT
Seminars Attended:
 #HASHTAG: “Creativity of Young Marketers Building Impact

for the Future”
September 19 , 2014, TanghalangPasigueño, Pasig City
 UNLI MKTG15
March 6, 2015, Mandaluyong Gymnasium, Mandaluyong City
 Marketing 2.0 : Going Beyond Next Level

September 30, 2015 ,TanghalangPasigueno, Pasig City
 Zen Master: Creating Value Proposition Through Innovation

Value Marketing and Personal Branding
Feb. 22, 2016, SM Sta. Mesa Cinema 1
 EZEL: Discovering Marketing Wonders

Oct. 2, 2016, Teresa Yuchengco Auditorium, De La Salle University
 CHALLENGE ACCEPTED: Catching Boundless Opportunities

, TanghalangPasigueno, Pasig City
 Green Marketing: Harvest Your Purely Modified Marketing

Crops
Feb. 17, 2017, TanghalangPasigueno, Pasig City
 MADWORLD: Upsetting the Status Quo

Feb. 26, 2017, SM Mall of Asia Arena, Pasay City
 #VIRAL MARKETING: Value, Influence, Relate Apply, and

Learn to be E-Fluentials
March 6, 2017, SM City Sta. Mesa Cinema 1
 Forum on Constitutional Reforms: Its Relevance to Higher

Education, Peace and Development
April 26, 2017, Rizal Technological University, Mandaluyong City,
Philippines
DEDEVELOPMENT
Character Reference:
Prof. Daniel Cenia 09176719870

(Professor Marketing Management)
Dr. Ester Edralin

(Dep’t Head Marketing Management)
DEDEVELOPMENT
Remedios B. Alforte
#209 Guiho St. Cembo, Makati City

remremalforte02@gmail.com
0956-786-9240
Objective
To venture into a decent job that could enhance my ability and
skills to share my knowledge and capabilities for the benefit of
the company and willing to hire me and could motivate me in
my chosen career.
Personal Information:
Nick name: Rem
Date of Birth: Sept 02,1996
Place of Birth: Makati City
Nationality: Filipino
Religion: Catholic
Height: 5’0
Weight: 60 lbs.
Name of Father: Cornelio A. Alforte II
Occupation: Handyman
Name of Mother: Wilma B. Alforte
Occupation: Housewife
EDUCATIONAL ATTAINMENT
RIZAL TECHNOLOGICAL UNIVERSITY

BS Marketing Management
YR/2013-Present
FORT BONIFACIO HIGH SCHOOL

YR/ 2009-2013
DEDEVELOPMENT
SKILLS
 Oriented in Microsoft Office Application such as:

- Microsoft Office Word
- Microsoft Office Excel
- Microsoft Office Power Point
AFFILIATIONS
Member: Junior Marketing Association (JMA) since 2013
Member: Lift-Up Pinas, INC.
SEMINARS ATTENDED
 Challenge Accepted
“Catching Boundless Opportunities”
November 28,2016 at Tanghalang Pasigueno
 #VIRAL Marketing
“Value, Influence, Relate, Apply and Learn to be E-
Fluentials.”
March 06, 2017 at SM City Sta. Mesa, Cinema 1
 Green Marketing
“Harvest your purely modified marketing crops”
February 17, 2017 at Tanghalang Pasigueno
 Lift-Up Pinas, INC

“#dontstopbelieving”
October 13, 2016 at Robinsons Pioneer, Victory
 Personality Development
“Personality Transformation”
March 23, 2017 at RTU Boni Campus, TED bldg.
DEDEVELOPMENT
REFERENCES
Mr. Lorenzo Martin Mr. Jerome Sison
Manager Trainee Rizal Technological

University Professor
0936-770-7749 0943-844-0014
DEDEVELOPMENT
Par, Doms Jourouse O.

BSBA MARKETING MANAGEMENT
CAREER OBJECTIVE
To enhance my communication skills and applying my
knowledge and skills to this company and also to learn something
about this job get some new experiences as well.
Address
Blk111 Lot29 Mabuhay Homes Darangan Bin. Rizal
Contact
Phone:09061199580
Tel: 632-99-06
E-mail
Domszxc@gmail.com
PERSONAL BACKGROUND
Age : 19 years old

Date of Birth : August 6, 1998
Place of Birth : Sta.Cruz, Marinduque
Height : 5’8”
Sex : Male
Religion : Roman Catholic
Civil Status : Single
Citizenship : Filipino
DEDEVELOPMENT
Father’s Name : Par, Domingo R.

Mother’s Name : Par, Ma. Linda O.
TECHNICAL SKILLS
 Have knowledge in Microsoft Office (MS Word, Excel,
Powerpoint, Internet, etc)
 Have some knowledge in Adobe Photoshop
PERSONAL SKILLS
 Do some filing and record-keeping for the department
 Attend to the phone-calls and other communications within
the customers
 Do some activities that may be assigned from time to time
EDUCATIONAL ATTAINMMENT
Tertiary : BSBA Major In Marketing Management

Rizal Technological University Boni Ave. Mandaluyong City
Secondary : Genesis De Rizal School

S.Y 2010-2014
Primary : Genesis De Rizal School

S.Y 2004-2010
DEDEVELOPMENT
TRAININGS/ SEMINARS
Creatve of young Marketer Building Impact for Future

Tanghalang Pasigueno, Pasig, Sep.19,2014
UNLIMKTG15Mandaluyong gymnasium,
Mandaluyong City, March 6,2015
MARKETING 2.0 GOING BEYOND NEXT LEVEL

Tanghalang Pasigueno, Pasig City, Sep30, 2015
CHALLENGEACCEPTED. Tanghalang Pasigueno,

Pasig City,Nov 28, 2016
REFERENCES
Prof. Sison, Jerome G.

Contact#: 09438440014
Prof. Noveda, Jayson M.

Contact#: 09071559718
Prof. Profeta, Myra Lydia M.

Contact#: 09778424151

Thesis Finished Road To Graduation

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COLLEGE OF BUSINESS AND ENTREPRENEURIAL TECHNOLOGY

DEPARTMENT OF MARKETING MANAGEMENT 1

THE PROBLEM AND ITS BACKGROUND

In today's world of intense competition, satisfying customers is

focus on gaining customer loyalty by enhancing customer perceptions of service

quality and increasing as perceived by the consumer value. Although previous

studies have addressed the importance of service quality, satisfaction,

between these constructs and the understanding of their effect on customer

behaviour still remains a key issue.

Service is a patch up activity to fulfill some one’s need in the

market. Service is something, which can be experienced but cannot be touched

According to Kotler, a service is any activity or benefit that one

the ownership of anything.”

Quality has attracted the attention of practitioners and academicians

1980s, however, the importance of quality for business performance in service

impacts on different dimensions of business performance.

This empirical study seeks to understand the relationships that exist

satisfaction, corporate image, and behavioral intentions.

Input Process Output

Problems Distribution of Determine the

Figure 1 Research Paradigm

customers of Cebuana Lhuillier, through distribution of survey questionnaires

Statement of the Problem:

1. What are the different services offered by Cebuana Lhuillier?

2. What are the problems encountered by Cebuana Lhuillier

customers towards their services?

3. What is the significant relationship between the services offered

and the problems encountered?

Significance of the study

The significance of the study is to know the benefits to the

The Cebuana Lhuillier will be aware about the existence of the

problems of their customers encountered and give the possible solution.

and high rate in Foreign Exchange.

The Employees will inform them on how convenient the services

offered by Cebuana Lhuillier when it comes to Bills payment.

The Families that the appraisal rate of pawned items in Cebuana

To be aware the Students about different services of

Impact of service quality.

Scope and Delimitation of the study

The study was delimited to the customer of Cebuana Lhullier along

Makati City 1212. The researchers choose to have 100 respondents.

The researchers used these customers because the proponents

experiences during having transactions.

Operational Definition of Terms

Cebuana Lhuillier is a Philippine based micro financial institution and the

flagship brand of PJ Lhuillier group of companies.

rather than in advance.

Foreign Exchange is the conversion of one country's currency into that of

another. In a free economy, a country's currency is valued according to factors

of supply and demand.

Insurance is a contract, represented by a policy, in which an individual or entity

receives financial protection or reimbursement against losses from an insurance

loans and other loans.

Multi-industry is a conglomerate is the combination of two or more corporations

usually involving a parent company and many subsidiaries

and pay for products and services.

Pawn Broking is to deposit in pledge or as security especially in exchange for

Perceive is to become aware of something directly through any of the senses,

especially sight or hearing.

Remittance is thesending of money, checks, etc., to a recipient at a distance.

Satisfaction is pleased feeling because of something that you did or something

that happened to you.