Performance of Top Customs Administration School in Customs Brokers

Licensure Examination in Year 2015 - 2019: A Guideline for First Year

Students in Choosing their University Campus

A Thesis Presented to the Faculty of Customs Administration

Lyceum of the Philippines University
Manila

In Partial Fulfillment of the Requirements for the Degree

Bachelor of Science in Customs Administration

Bautista, John Paul De Jesus

Pabon, Mary Sapphire Baguino
Tagarao, Karen Claire Diploma

DATE
April 11, 2021
 Lyceum of the Philippines University - Manila 2

CHAPTER 2

REVIEW OF LITERATURE

Related Literature

Student’s selection of their respective University campuses is a major

factor in their interpersonal and character development and will impact the

students’ future in employment. However, this paper will focus on the Lyceum of

the Philippines University Manila campus’ first-year students taking up Bachelor

of Science in Customs Administration thus all the related literature given will be

reviewed in detail and will only be referred to as appropriate.

General Factors that influence the college selection of students

College selection, as defined by Bergerson (2009), is a process wherein

students will decide where to attend and what kind of institution is compatible for

them. A research by Furukawa (2011), aims to determine the factors that affects

the high-achieving students’ college choice. A qualitative single case study

design was used which composed of individual interviews with admission staff,

student focus group interviews, content analysis of recruitment approach

materials, and individual follow-up interviews.

The study shows that the focal point of an institution recruitment tactics

targeted the population, parents or guardian, and increased interaction with the

potential students. Findings (students) suggest that the most prevalent influence

on their decision is from the parents or other family members. In the admission
 Lyceum of the Philippines University - Manila 3

staff perspective, it is identified that overall cost of education, on-site tours,

college comparisons are the factors considered by the high-achieving students

on their final stage of their decision (Furukawa, 2011).

Choosing a college to attend is a stressful process and a life-changing

decision for senior high school students according to Whitehead et. al (2006).

Considering the organizational image influences and using a multi-method

analysis, school characteristics (e.g., academic programs, reputation) were more

influential than interpersonal or informational sources. The study suggests that

presenting more information that highlights the institution’s strengths and able to

effectively address the student concerns, will more likely the students select that

college (Pampaloni, 2010).

One study examines the main priorities of the students among the given

four (4) categories namely, program characteristics, institutional characteristics,

marketing and recruitment approach, and significant other characteristics.

Quantitative survey was used for data collection, distributed to the selected

participants from Eastern Kentucky University. Descriptive statistics were used

for data analysis (Abdolalizadeh, 2014).

The said study indicates that program characteristics, which consists of

academic reputation and individualized faculty attention is the most important

factor that contributes in the college choice process than the overall institutional

reputation. The duration of the degree course, program requirements flexibility

 Lyceum of the Philippines University - Manila 4

and wide range of course/program offerings under the program characteristics

category were also considered as significant influences (Abdolalizadeh, 2014).

In order to determine the major factors that influence the decision of

upcoming college students in choosing their university to attend, a study used a

Unified Theory of Acceptance and Use of Technology (UTAUT) model which

intercepts key concepts such as Performance Expectancy, Social Influence,

Effort Expectancy and Facilitating Conditions. The results presented that only

performance expectancy (overall performance) and facilitating conditions

(facilities management) were found significant as main contributors on students’

college choices (Moody, 2020).

Early studies are more focused on the external factors and the

characteristics of the students which includes significant individuals, college

recruitment efforts, school reputation, students’ socio-economic status and

academic aspirations while others established decision-making process models.

In recent studies, the impact of technology and social media on college selection

are now more evident (Moody, 2020).

Ranking, its Indicators and Influence on students’ college choice

Rankings are mainly utilized as a measure of quality using various

indicators and criteria which depends on the perspective of the ranking creator.

The quality and accountability of ranking system, in line with the context of

national goals, differs from every country and region. Having a standard
 Lyceum of the Philippines University - Manila 5

measure of success as an annual basis would be effective in producing accurate

data in evaluating university rankings (Sanoff, et. al, 2007).

Achiever students and/or students with higher income tend to use

rankings as one of their guides in choosing their school, while disadvantaged

students are more likely to choose community colleges or institutions which are

not included on rankings by any organizations. Rankings may also influence the

student’s employment opportunities and earning outcomes especially on

business school graduates (Sanoff, et. al, 2007).

Improved ranking has a positive impact to academic reputation of an

institution which leads to increased number of applicants and enrollees.

However, it was also emphasized that top performing schools does not equate

as a best choice for every student. Academic ambitions, career choices,

financial capabilities as well as the school facilities, size and location are must

be considered more as major standards in choosing university (Sanoff, et. al,

2007).

A study by Schmidt et. al. (2011) implies, that college rankings is not

necessarily an indicator of quality education. The basis of the success of those

who graduated from prestigious colleges could be considered as selection bias,

in which the institution’s reputation and price signaling attracts outstanding

students. It may result to advantages in terms of social networking and peer

effects but not considered as indicators of good education. Selectivity measures

specifically SAT scores, wages and career data were commonly used assess
 Lyceum of the Philippines University - Manila 6

the quality of colleges or higher educational institutions. Value added measures

or the need to determine whether the students were able to acquire additional

academic capabilities from a certain educational program provided by the

university, must also be considered to be able to effectively evaluate the

performance of the institution and produce accurate results for ranking (Schmidt

et. al., 2011).

Quality Assurance (QA) and Ranking are correlated altogether but have

different fundamental purposes. Rankings is used to determine “excellent

quality” based on higher education institutions (HEIs) and for promotion

purposes. It is typically managed by private companies which relies on available

research-related criteria. Quality Assurance on the other hand, is run by

independent non-profit QA agencies. QA tends to focus more on areas such as

teaching and learning since, its aim is to meet the minimum standards (mostly

for accreditation) for further quality enhancement. In addition, QA may be utilized

as a framework and basis for recognition and facilitation of mobility (Wächter, B.

et.al, 2015).

Ranking results may be easier to comprehend than QA reports, its

functionality is not considered enough as one of the effective metrics in

measuring the “quality” of higher education because of its reliance to a single

data source and limitation on citations or publications. Its impact concentrates on

student recruitment and admission, as well as marketing, academic reputation,

 Lyceum of the Philippines University - Manila 7

operation and management of Higher Education Institutions (HEIs) (Wächter, B.

et.al, 2015).

This study by Wächter, B. et.al. (2015) aims to compare and contrast the

current methods and approach of selected countries to Europe in assessing the

quality assurance and ranking indicators of colleges. The researchers conducted

(1) desk research – based on literature and studies, (2) Comparative

assessment, (3) Semi-structured Expert Interviews to gather their data. And in

order to avoid incorrect findings, the researchers seek high-level academic

experts in the field of quality assurance and rankings to assist them on reviewing

draft reports and provide them with reliable feedback.

Global ranking focuses on smaller set of indicators based on research

outputs, while National ranking, uses larger set of teaching or student-related

indicators. Since Quality Assurance is one of the common indicators to

determine the ranking of an institution, Accreditation (an indicator of QA) is now

considered as an essential metric for ranking (Wächter, B. et.al, 2015).

Voluntary accreditation and certification of the institution’s Quality Management

System under quality assurance tools were used as measurements for

organizational effectiveness (Javier, 2012). Lyceum of the Philippines is ISO

certified and continues to strive for further improvement. LPU Batangas,

specifically, the pioneer to be awarded by Accreditation among all the LPU

branches. These instruments were provided by certifying agencies and

 Lyceum of the Philippines University - Manila 8

accrediting entities such as the Philippine Association of Colleges and

Universities (PACUCOA) (Laguador, et.al, 2014).

Related Studies
 Lyceum of the Philippines University - Manila 9

There are a large number of studies of school performance trends in

terms of their respective licensure examination results such as the analysis on

the five-year performance of accountancy schools as well as the study of CBLE

performance trend in the Philippines where they found the fluctuating pattern of

schools’ performances. However, since the focus of this research is on creating

a guideline for students in choosing their University Campuses by using the

trend of performances of schools, these will not be reviewed in detail and will

only be referred to as appropriate.

Foreign Studies

In a study conducted by Hidayat et al (2018), the variables that the

researchers have observed were: institution fee, marketing, brand image,

motivation and facility as exogenous variable and student decision as endogen

variable. Quota sampling on one hundred fifty (150) students as respondents

was used in this study. The gathered data was acquired by questionnaires,

interviews and survey. Factory tests with regression weight and Confirmatory

Factory Analysis was used by the researchers for the data analyzation. The

result of the collected data signifies that the institution fee, marketing, brand

image, and facilities have a significant effect on the student’s decision when

selecting a private university in Medan City, Indonesia. Likewise, the data

analysis of the respondent’s answers implies that the school accreditation is one

of the determining factors affecting the student’s choice since it ensures them

that the institution will provide a high quality of education and experience. The

researchers conclude that the aforementioned variables in their study is vital on

 Lyceum of the Philippines University - Manila 10

helping the students to decide on choosing their private school in Medan

therefore they also provide suggestions and recommendations for the school to

attract the interest of the students in form of; (1) private schools should market

their campus by providing more brochures that encompasses information about

the quality and reputation of the school (2) private schools must be competitive

with other campuses (3) media promotion (4) affordable institutional fees (5)

improved learning facilities.

University Choice Process: A Literature Review on Models and Factors

Affecting the Process

This literature review conducted by Oya Tamtekin Aydin focuses on the

development and planning of higher educational institution in order to have a

better strategy in recruiting students. This paper reviewed the following models:

Economic Model, Sociological Model, Combined Model, Marketing Approach

and the main factors of university choice process where the paper elaborates

the effects of family, reference group, reputation and attributes of universities,

personal factors, location, job prospect for a good career cost of education and

financial aid-scholarship offered by universities and presented a conceptual

framework based on the relevant literatures.

Economic model is used to discuss how students maximizes their utilities

while minimizing their risk, though it has limitation because the said model is
 Lyceum of the Philippines University - Manila 11

only reliant on the influence of rationality to the students choice, on the other

hand, Sociological model is used because it relay that student’s socioeconomic

backgrounds affect the choice of students with regards to what colleges or

university they will be enrolling in, while combined models showcases the stages

of the student’s decision making namely, predisposition, search and choice

where the first step, predisposition is the stage where the students ponder

whether he/she will continue education after that is the second stage or search

where students obtain the information about their prospected universities and

after those steps is the choice. This paper also reviewed the marketing model of

the university in terms of the recruitment of students for the university as a

business, it showcases how advertisement and promotion affect the students’

school of choice.

In a study entitled, “Trend of Customs Broker Licensure Examination of

the Philippines” written by Tan, et al (2015), it analyzes and evaluates the

performance trend of different Customs Administration universities from the year

2009 to 2012 through their performance in the Customs Broker Licensure

Examination (CBLE). The study used a quantitative trend analysis to understand

and monitor the school’s performance. Moreover, it is mainly focused on a four-

year trend analysis of the Customs Licensure Examination of thirty selected

schools on a per region basis in order to measure the gathered data and

analyze numerical data. The result of the study was explained precisely since

graphs and aid tables were provided together with its analysis and evaluation.

On the result and discussion section of the paper explains that school in region
 Lyceum of the Philippines University - Manila 12

IX illustrates a gradual declining trend. While on the regions IV, VII, and NCR

exemplifies a notable increase in trend. Gradual growth in trend denotes that

these schools employ intensive programs that enhance their students’ skills and

intellect. Lastly, regions III, XI and XII have a fluctuating pattern due to the

number of examinees and passers. In year 2009-2012, based on the gathered

data by the researchers the Customs Broker Licensure Examination was usually

unstable and fluctuating over that time frame. The author of this paper concludes

that result in trend analysis of the Customs Broker Licensure Examination

fluctuates varying on the students’ performance as well as the university itself.

Students must be skilled and intellectual prepared for the licensure examination

in order to achieve good result and pass the exam because the student’s

performance reflects to university’s competency. Furthermore, the school should

improve their curriculum and conduct an in-depth study that will help to improve

their student’s performance in order to increase the passing rate of the school as

well as the Customs Broker Licensure Examination in the Philippines.

On the other hand, in a similar study conducted by Castillo (2018),

entitled, “Six-Year Performance Trend in Customs Broker Licensure

Examination of a State University in the Philippines”, the study analyzes the six-

year performance trend of a particular state university in the Philippines by

collecting the data result of the Customs Broker Licensure Examination of that

state university. The six-year performance trend of that state university was

compared to the performance of the other schools. Moreover, the schools

deemed to use for comparison are the top ten performing schools that offers
 Lyceum of the Philippines University - Manila 13

customs administration program in the Philippines for the year 2011-2016. The

gathered data used in this research came from the databased of the Philippine

Regulation Commission, a government agency responsible for professional

examination in the Philippines. Quantitative approach was used in conducting

this study; graphs and statistical data were used to present the findings and

analysis. According to the result and discussion, the performance of the subject

state university of this study in Customs Broker Licensure Examination is

considered exceedingly satisfactory because of its yearly passing percentage.

Additionally, the aforementioned university placed as the second-best customs

school in the Philippines because of its performance in the Customs Broker

Licensure Examination for the past six years. Nevertheless, the subject

university has declining passing percentage as well its national average.

Therefore, the rival schools in the region and neighboring region started to catch

up with the performance of the subject school and had been performing better

than its usual performance in year 2015-2016. Likewise, the difference among

the passing rate of the subject school and leading customs administration school

in the Philippines skyrocketed whilst the margin over the other top performing

customs school shrunk in year 2016.

In a journal also written by Castillo (2018), the study evaluates and

determines the performance of top ten customs administration schools in the

Philippines through the result of the Customs Broker Licensure Examination

from year 2011 up to 2017. The study also includes statistical graphs which

shows the correlation between the number of examinees and performance

 Lyceum of the Philippines University - Manila 14

ratings of each school. The gathered data used by the author were based on the

website of the Professional Regulation Commission (PRC). Qualitative trend

analysis and descriptive design were used in conducting this study. The results

of the study show that the majority of the top customs administration university in

the Philippines have varying and changing performances in every year. The

graphs presented in this paper relatively show that schools that have fluctuating

performance should conduct a study to determine what are the reasons of their

volatile and unstable performances. On the other hand, universities that show

mostly a good performance and increasing passing rate every year should

maintain their good performance. As of the conclusion of the entire study, the

graphs and result of the study reveal that there is non-significant difference

among the performances of schools whether it is located Metro Manila or other

regions in the Philippines. This concludes that students residing in provinces

does not need to go to Metro Manila but instead select a university that offers a

customs administration program in their nearest region. Aspiring customs

administration students should evaluate their chosen universities through the

performance its graduates and most importantly the passing rate of the

university in the Customs Broker Licensure Examination every year.

According to Briones and Bueno (2019), there are several factors that

affects the decision of students when choosing their university or degree

program. The quality and standard of the school is one of the main factors that

students consider when choosing their school followed by the skilled professors,

learning capabilities, infrastructure, school’s atmosphere and the ability of the

school to produce board passers. In their study entitled, “Factors Affecting the
 Lyceum of the Philippines University - Manila 15

Decision of First Year Students in Choosing their Degree Program and School” it

examines the factors affecting the choice of first year’s student in determining

what degree program they will take and what university will give them the high

quality of education in their chosen program. The researchers applied the

descriptive survey method in conducting their study together with first-year

students from a teacher education college as respondents. Likewise, the

researchers prepared a questionnaire containing all the variables on a four-point

Likert scale. The gathered data come up with result that students choose their

school due to the school’s reputation and image, qualified instructors, teaching

facilities and the probability to get a scholarship. School marketing is also

important to attract the interest of the students. Therefore, school administrators

should consider the aforementioned factors that affects the student’s decision

when choosing their degree program and school. Also, school accreditation and

autonomous status ensures the student’s they could provide the best quality

education for them. School administrators should improve their education quality

to strengthen their image and reputation with that there is a high probability that

student’s will choose to enroll in their school. With the gathered data and result

of the study, the researchers concluded that the various factors that affects the

student’s decision were influenced by their friends and family.

Synthesis

The various sources indicate the similar behavior of students in terms of

choosing their universities. (Aydin,2015) reviewed the factors that affects the

choice of students with regards to their family socioeconomic background,

 Lyceum of the Philippines University - Manila 16

personal factors etc, and (Castillo, 2018) together with the other sources’ relays

how the performance and quality of education plays a major role in the process

of students’ decision making, the related literature also suggests that the

students decision correlates to their future employability and earnings.

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