THE EVALUATION OF CUSTOMER SATISFACTION OF MARKETING

MANAGEMENT STUDENTS IN PUP MANILA TOWARDS GLOBE TELECOM INC.

A Research
Submitted to the Faculty of
Polytechnic University of the Philippines
Sta. Mesa, Manila

In partial fulfillment
of the requirements for the
BUMA 20053: Business Research
Bachelor of Science in Business Management
Major in Marketing Management

CZARINA PRINCESS AGUILAR

MELLYSA A. AJESTA
JAMBY G. AMURAO
CASSANDRA NICOLE C. PLATON
PIOLO R. FELIPE
AGA H. MANTARING
SHAHARA MAE A. MARTINEZ
ADRIAN R. MORALES
JERICHO G. ROBLES
ZILDJIAN LUYS S. SOTTO
July 2022
 THE EVALUATION OF CUSTOMER SATISFACTION OF MARKETING
MANAGEMENT STUDENTS IN PUP MANILA TOWARDS GLOBE TELECOM INC.

INTRODUCTION

In the Philippines, a significant provider of telecommunications services is Globe

Telecom, Inc., also known as Globe. The company runs one of the biggest fixed-line and

broadband networks in the Philippines as well as the country's biggest mobile network. Globe

had 87.4 million total mobile subscribers as of March 2022. In terms of market capitalization, it

is also the largest telecommunications provider in the nation. However, the company is

continuing to garner a bad reputation when it comes to their services. This can be seen through

the plethora of negative reviews on different platforms and websites about the company and the

way they handle their concerns. For instance, Trustpilot, a public review platform, gave Globe

Telecom, Inc. a 1 star rating. This rating is almost the same with every other public review

websites. The researchers want to determine whether the company has a poor reputation with

BSBA-MM students by evaluating their degree of customer satisfaction.

Statement of the Problem

This study aims to look into the level of customer satisfaction of BSBA Marketing

Management students of PUP Manila towards the services of Globe Telecom Inc. The

researchers seek to answer the following questions in particular:

1. What is the profile of the respondents in terms of:

a. Age
 b. Sex

c. Location

d. Source of Income

e. Monthly Household Income

2. What are the level of customer satisfaction of the BSBA Marketing Management

student in PUP Manila in terms of?

a. Customer Service

b. Price Fairness

c. Signal Strength

3. What is the BSBA Marketing Management students overall level of satisfaction

towards the Globe Telecommunication Inc.

Research Instrument

The researchers made a survey questionnaire to know the profile of the respondents, their

level of customer satisfaction in terms of 3 specific factors and their overall level of satisfaction

towards Globe Telecom Inc. This questionnaire will be divided into 2 parts: the first part is the

profile of the respondents including the age, sex, location, source of income, and monthly

household income. The second part consists of rating their level of satisfaction in the 3 specific

factors mentioned towards the Globe Telecom Inc.

The researchers used the Likert scale which is a psychological measurement device that

gauge attitudes, values, and opinions. It functions by having a respondent complete a

questionnaire that requires them to indicate the extent to which they agree or disagree and its

weight. Wherein, as soon as the survey questionnaire is fully accomplished by the respondents, it

would be immediately collected for analysis and interpretation to come up with the expected

result and outcome.

Rate Scale Verbal Interpretation

5 4.21 - 5.00 Very Satisfied

4 3.41 - 4.20 Satisfied

3 2.61 - 3.40 Neither Satisfied nor

Unsatisfied

2 1.81 - 2.60 Unsatisfied

1 1.00 - 1.80 Very Unsatisfied

 RESULTS AND DISCUSSION

Socio Demographic Profile of the Respondents (Age)

The table for Age profile of Respondents shows that with a total one hundred

respondents, seventy-five percent of the respondents are in the age bracket of 21-23. Followed by

the age bracket of 18-20. While the remaining respondents are in the age bracket of 17&below

and 24&above.

Table 1. Age profile of the respondents

AGE FREQUENCY PERCENTAGE

17 and below 1 1%
18 – 20 19 19%
21 – 23 75 75%
24 and above 5 5%

TOTAL 100 100%

Socio Demographic Profile of the Respondents (Sex)

The table for Sex Profile of Respondents shows that the 59% of the respondents are

female and the remaining percentage are male.

Table 2. Sex Profile of the Respondents

SEX FREQUENCY PERCENTAGE

Male 41 41%
Female 59 59%

TOTAL 100 100%

Socio Demographic Profile of the Respondents (Location)

Sixty-three (63) percent of the respondents came from the National Capital Region while

the remaining percentages of the respondents are in the Regions I, III, IV-A, and IV-B.

Table 3. Location Profile of the Respondents

Location (Region) FREQUENCY PERCENTAGE

Region I 1 1%
Region III 8 8%
Region IV-A 24 24%
Region IV-B 4 4%
National Capital Region 63 63%

TOTAL 100 100%

Socio Demographic Profile of the Respondents (Source of Income)

The table for the Source of Income of the Respondents consists of five different sources

of income. Forty-two percent of the respondents has one or both parents working within the

country, followed by the working students with twenty percent, students who have family

businesses with eighteen percent and eleven percent for students with one or both parents

working outside the country. The remaining percentage of the respondents answered others for

the source of income.

Table 4. Source of Income of the Respondents

Source of Income FREQUENCY PERCENTAGE

Working Student 20 20%

Family Business 18 18%

One or both parents are

42 42%
working within the country

One or both parents are

11 11%
working outside the country

Others 9 9%

TOTAL 100 100%

Socio Demographic Profile of the Respondents (Monthly Household Income)

According to the table below, twenty-three percent of the respondents has a monthly

household income of P20,000 to P29,999. The more than P50,000 bracket got twenty-one

percent from the respondents. Followed by seventeen percent for the bracket P30,000 to P39,999

and sixteen percent for P40,000 to P49,999. The remaining percentage of the respondents has a

monthly household income of P10,000 to P19,999 and less than P10,000.

Table 5. Monthly Household Income of the Respondents

Monthly Household
FREQUENCY PERCENTAGE
Income
Less than P10,000 11 11%
P10,000-P19,999 12 12%
P20,000-P29,999 23 23%
P30,000-P39,999 17 17%
P40,000-P49,999 16 16%
More than P50,000 21 21%

TOTAL 100 100%

Customer Service

Table 6 shows the level of satisfaction of the respondents with regards to the customer

service of Globe Telecom Inc. Professional / Courteous got the highest weighted mean of 3.81

followed by the Staff Knowledge with 3.66 weighted mean both interpreted as Satisfied. While

the remaining 3 variables, all got a neither satisfied not unsatisfied interpretation for their

weighted mean. Overall, this factor got a weighted mean of 3.33 which means that respondents

are neither satisfied nor unsatisfied with the customer service of Globe Telecom Inc.

Table 6. Customer Service

VARIABLES WEIGHTED MEAN INTERPRETATION

Staff knowledge 3.66 Satisfied

Timeliness to resolve Neither Satisfied nor

2.87
problems Unsatisfied

Answers questions or Neither Satisfied nor

3.15
concerns Unsatisfied

Professional / Courteous 3.81 Satisfied

Neither Satisfied nor

Accessible customer service 3.13
Unsatisfied
OVERALL WEIGHTED Neither Satisfied nor
3.33
MEAN Unsatisfied
Price Fairness

Table 7 shows the level of satisfaction of the respondents with regards to the price

fairness of Globe Telecom Inc. Variety of pricing plan got the highest weighted mean of 3.74

followed by the other services offers reasonable prices with 3.73 weighted mean both interpreted

as Satisfied. While the remaining 3 variables, all got a neither satisfied not unsatisfied

interpretation for their weighted mean. Overall, this factor got a weighted mean of 3.36 which

means that respondents are neither satisfied nor unsatisfied with the price fairness of Globe

Telecom Inc.

Table 7. Price Fairness

VARIABLES WEIGHTED MEAN INTERPRETATION

Offers best prices that Neither Satisfied nor

3.24
meets my needs Unsatisfied

Offers best prices compared Neither Satisfied nor

2.97
to others Unsatisfied

Variety of pricing plan 3.74 Satisfied

Neither Satisfied nor

Charges reasonable prices 3.10
Unsatisfied
Other services offers
3.73 Satisfied
reasonable prices
OVERALL WEIGHTED Neither Satisfied nor
3.36
MEAN Unsatisfied
Signal Strength

Table 8 shows the level of satisfaction of the respondents with regards to the signal

strength of Globe Telecom Inc. Signal speed got the highest weighted mean of 2.67 interpreted

as neither satisfied nor unsatisfied. While the remaining 4 variables, all got an unsatisfied

interpretation for their weighted mean. Overall, this factor got a weighted mean of 2.24 which

means that respondents unsatisfied with the signal strength of Globe Telecom Inc.

Table 8. Signal Strength

VARIABLES WEIGHTED MEAN DEGREE

Signal consistency 2.01 Unsatisfied

Signal on enclosed
2.23 Unsatisfied
locations (house, malls, etc)

Neither Satisfied nor

Signal speed 2.67
Unsatisfied

Signal coverage in
2.28 Unsatisfied
comparison to competitors

Signal on remote locations 2.02 Unsatisfied

OVERALL WEIGHTED
2.24 Unsatisfied
MEAN
Overall Level of Satisfaction

Table 9 shows the overall level of satisfaction of the respondents to the Globe Telecom

Inc. The collected weighted mean from the previous tables were used to get the overall level of

satisfaction. It got a weighted mean of 2.98 with an interpretation of neither satisfied nor

unsatisfied.

Table 9. Overall level of satisfaction

FACTORS WEIGHTED MEAN INTERPRETATION

Neither Satisfied nor

Customer Service 3.33
Unsatisfied
Neither Satisfied nor
Price Fairness 3.36
Unsatisfied
Signal Strength 2.24 Unsatisfied

OVERALL WEIGHTED Neither Satisfied nor

2.98
MEAN Unsatisfied