LAGUNA COLLEGE OF BUSINESS AND ARTS

SCHOOL OF COLLEGE STUDIES i

QUALITY STANDARDS IN RETAILING AND CUSTOMER SATISFACTION OF

STIFF PICKS BAKING NEEDS IN CALAMBA CITY, LAGUNA:
BASIS FOR AN IMPROVEMENT PLAN

________________________________

A Business Research/Thesis
Presented to the
Faculty of the School of College Studies
LAGUNA COLLEGE OF BUSINESS AND ARTS, Calamba City

________________________

In Partial Fulfilment
of the Requirements for the subject Business Research (BRES 301)

________________________

By

Avelino, Jewel Rose A.

Limos, Chelsea D.
Liquido, Trisha

April 4, 2022
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SCHOOL OF COLLEGE STUDIES ii

ACKNOWLEDGEMENT

ABSTRACT

TABLE OF CONTENTS

LIST OF FIGURE

LIST OF TABLES

LIST OF APPENDICES
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Chapter 1

THE PROBLEM AND ITS BACKGROUND

Introduction

The service quality in a business network is one of the spearheads of customer satisfaction

that increasingly diverse needs. In competition, the company's ability to meet customer needs and

joy is an essential thing (Hoa Nguyen, Jeong, &Chung, 2018). Further, the company's ability to

meet customer needs itself is greatly influenced by the level of quality and quality of services

provided by the company to customers, which includes all quality entities in the form of product

quality and service. Therefore, if there is a gap between the level of quality provided by the

company and the actual needs of the customer, there will be a problem of customer dissatisfaction

which is a quality problem that must be resolved by the company because it can result in the loss

of customers owned by the company (Kim, 2013).

Furthermore, quality standards are defined as documents that provide requirements,

specifications, guidelines, or characteristics that can be used consistently to ensure that materials,

products, processes, and services are fit for their purpose. Standards provide organizations with

the shared vision, understanding, procedures, and vocabulary needed to meet the expectations of

their stakeholders. Because standards present precise descriptions and terminology, they offer an

objective and authoritative basis for organizations and consumers around the world to

communicate and conduct business. For businesses, standards are important to the bottom line of

every organization. Successful companies recognize standards as business tools that should be

managed alongside quality, safety, intellectual property, and environmental policies.

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Standardization leads to lower costs by reducing redundancy, minimizing errors or recalls, and

reducing time to market. (American Society for Quality, 2020).

Indeed, in this competitive business world, offering excellent customer service has become

a necessity for retail brands to stay ahead of the curve. If truth be told, customer satisfaction is one

of the major factors that contribute to your retail business success. Therefore, retail brands are

advised to put their best efforts into creating a great purchase experience to keep their customers

loyal and satisfied. When your customers are satisfied with the products you are offering, they will

definitely want to come back for more and gradually become your brand ambassador. Businesses

that deliver exceptional customer experience generate 4%-8% more revenue and obtain a 5%

increase in customer retention. Offering an excellent customer experience is the key to generating

more profits and revenue. Satisfied customers are more likely to prefer your brand and purchase

your products again and again. When customers have built trust in the retail brand and are assured

they will get quality products, they will continue to do business with your brand. In short, customer

satisfaction and more profits are directly proportional. So, retail store should do their best to satisfy

customers with excellent service and persuade them to come back repeatedly to make repeat

purchases. (Qadar, Muneeb 2021)

Background of the Study

Stiff Picks Baking Needs is a one stop shop offering the customers all the baking

requirements for 15 years. It is located in Mercado Calamba City, Laguna is one of the largest

baking supplies in the Pamilihang Mercado, where seven employees including the owner control

the business. The store was already managed by two generations of the family. It offers baking
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ingredients such as flour, butter, eggs, and other items required in preparing baked goods,

packaging tools such as cake boxes, and equipment like measuring cups, baking pans, molds,

liners, chocolate tools, and cake decorating tools. Costumers can purchase their needs in retail,

wholesale, or a mix of the two. Stiff Picks Baking Needs is committed to providing a regular

supply of fresh baking ingredients that meet the needs of every customer. The success of Stiff

Picks Baking Needs does not only depend on the owners but also its employees and loyal

customers. In the market industry, this type of business can grow locally and internationally, as

the Philippines has rich baking culture and local delicacies for Filipinos, which is why all bakeries

are still competing throughout the country.

In this study, the researches would like to examine how the quality standards practices

impacted the Stiff Picks Baking Needs customers’ satisfaction. It studied five service factors it

measures, namely: reliability, assurance, tangibles, empathy and responsiveness. These five

service factors were selected as they relate to different aspects of the Stiff Picks Baking Needs,

Tangibles refers to the store physical facilities, equipment and appearance of personnel. Reliability

is the stores ability to perform the promise service accurately and dependably. Responsiveness

refers to the store willingness to help customer and provide prompt service. Assurance is the

knowledge and courtesy of the stores employees and their ability to inspire trust and confidence,

and Empathy refers to the stores caring and individualized attention paid to customers. The

researchers focused on how these five service factors affected the customers’ satisfaction of Stiff

Picks Baking Needs in Calamba City, Laguna.

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Research Objective

The purpose of this business research is:

 To determine if there is a quality standard in baking supplies of Stiff Picks Baking

Needs.

 To identify the satisfaction level of customer towards Stiff Picks Baking Needs

supplies.

 To propose a quality improvement plan for Stiff Picks Baking Needs.

Theoretical/Conceptual Framework

The study will be anchored on the theory of SERVQUAL model that was developed in the

mid 1980’s by well-known academic researchers in the field of services marketing, namely

Zeithaml, Parasuraman and Berry. The SERVQUAL model is also referred to as the RATER

model, which stands for the five service factors it measures, namely: reliability, assurance,

tangibles, empathy and responsiveness. As is indicated by the name of this model, servqual is a

measure of service quality. Essentially it is a form of structured market research that splits overall

service into five areas or components. The theory and model used was initially designed for use

for service firms and retailers. In reality, while most organizations will provide some form of

customer service, it is really only service industries that are interested in understanding and

measuring service quality. Therefore, servqual takes a broader perspective of service; far beyond

simple customer service.

One of the drivers for the development of the SERVQUAL model was the unique

characteristics of services (as compared to physical products). These unique characteristics, such
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as intangibility and heterogeneity, make it much harder for a firm to objectively assess its quality

level (as opposed to a manufacturer who can inspect and test physical goods). The development of

this model provided service firms and retailers with a structured approach to assess the set of

factors that influence consumers’ perception of the firm’s overall service quality.

Service quality is the consumer’s assessment of overall delivery and value of the firm,

which the model used splits into five main categories. As later suggested by the original developers

of the servqual model, the easy way to recall the five dimensions are by using the letters of RATER,

as follows: R = Reliability A= Assurance T = Tangibles E = Empathy R = Responsiveness

According to Zeithaml, Parasuraman and Berry (1980): Tangibles refers to physical

facilities, equipment and appearance of personnel. Reliability is the store’s ability to perform the

promise service accurately and dependably. Responsiveness is the store’s willingness to help

customer and provide prompt service. Assurance is knowledge and courtesy of employees and

their ability to inspire trust and confidence. Empathy is caring and individualized attention paid to

customers.

The next theory that will be considered in the study is conceptualized by Oliver (1980).

The theory of Disconfirmation Model of Customer Satisfaction. According to the Disconfirmation

Model of Customer Satisfaction, the customer’s expectations have been built over time by a variety

of inputs which are: The firm’s most recent communications (mainly advertising and promotional

deals), The firm’s brand image (which is the aggregate of their long-term communication efforts),

and Word-of-mouth (WOM) communication from other people (possibly also including
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salespeople), External media reports, online reviews and information, and The customer’s

previous experiences with the firm.

The organization has significant control over the first two inputs (communications and

brand image) and, therefore, attempt to build strong, positive but realistic expectations of the firm

and its offerings to potential customers (that is, its target market). Their effectiveness in this regard

is impacted by the quality and consistency of their communications program, as well as by their

total level of promotional spend and their share-of-voice relative to their direct competitors.

The next two inputs (word-of-mouth and traditional, online and social media reports) is

much harder to control. Typically, firms have implemented public relations programs in order to

generate positive media attention. These days many firms are also active on social media platforms

and also focus upon sponsorship and corporate social responsibility projects.

The last input (the customer’s previous experience) is highly relevant for existing

customers. Clearly for most firms interested in tracking customer satisfaction levels, they would

be mainly researching existing customers (as opposed to new), making previous experiences a

critical factor. (However, the need to measure the satisfaction levels of both new and existing

customers is also discussed in the section on how to track customer satisfaction levels.)

In total, these five main inputs will create and shape each consumer’s level of expectations

of value from the firm. Expectations of each consumer will generally vary to some extent, based

on their individual exposures to the various communications, their level of purchase involvement,

and their previous experiences.

Based on the theories presented the reseacrhers were able to conceptualize the research

paradigm using the IV-DV method as shown in figure 1:

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Research Paradigm

INDEPENDENT VARIABLES (IV) DEPENDENT VARIABLES (DV)

1. Level of implementation of quality 2. Level of Customer Satisfaction of Stiff

standards of Stiff Picks Baking Needs Picks Baking Needs in Calamba City,
Calamba City, Laguna Laguna
 Reliability  Communication
 Assurance  Brand Image
 Tangibles  Advertising

 Empathy  Past Experience

 Responsiveness

Figure 1. Paradigm of the Study

Figure 1. Illustrates the interrelationships and interdependencies of variables used in the

study. The independent variable shows the cause pertains to the level of implementation of quality

standards in Stiff Picks Baking Needs in Calamba City in terms of; reliability, assurance, tangibles,

empathy and responsiveness. The dependent variables show the level of the customer satisfaction

in terms of; communication, brand image, advertising and past experience of Stiff Picks Baking

Needs in Calamba City, Laguna.

Statement of the Problem

The main objective of this study is to determine the quality practices of Stiff Picks Baking

Needs and its effects to customer satisfaction. Likewise, this study also aimed to help the Stiff
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SCHOOL OF COLLEGE STUDIES 8

Picks Baking Needs store to know the level of customer satisfaction that impacts its customers for

the basis of improvement plan.

Specifically, it will seek and serve to the following questions:

1. What is level of implementation of quality standards in retailing of Stiff Picks Baking

Needs in Calamba City, Laguna as assessed by its customer in terms of;

1.1 Reliability

1.2 Assurance

1.3 Tangibles

1.4 Empathy

1.5 Responsiveness

2. What is the level of satisfaction of customers of Stiff Picks Baking Needs in Calamba

City, Laguna in terms of;

2.1 Communication

2.2 Brand Image

2.3 Advertising

2.4 Past Experience

3. Is there any significant relationship between the level of implementation of quality

standards and the level of customer satisfaction of Stiff Picks Baking Needs in Calamba

City, Laguna?

4. Based on the results of the study, what quality improvement plan may be proposed?
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Hypothesis

This research study tested the hypothesis below:

Ho1. There is no significant relationship between the level of implementation of quality

standard and the level of customer satisfaction of Stiff Picks Baking Needs in Calamba City,

Laguna.

Scope and Delimitation

The scope of the study will primarily focus on discussing the implementation of quality

standards of Stiff and Picks Baking Needs as to; reliability, assurance, tangibles, empathy and

responsiveness. Also, it will tackle the level of customer satisfaction in terms of communication,

brand image, advertising, and past experience.

The researcher confines discussion to the level of implementation of quality standards as

well as the level of customer satisfaction of Stiff Picks Baking Needs, as shown in Figure 1. The

researcher's data collection methods were mostly limited to primary and secondary data and

information supplied by Stiff Picks Baking Needs owner, E-books, journals, and the internet. The

research would be confined to the Calamba City, Laguna. The researcher chooses Stiff Picks

Baking Needs because the retail store was known for its fresh, cheap and realiable bakery supplies.

In addition, the store location was accessible for every customer because it was located in the

Pamilihang Mercado, and is one of the largest baking supplies in that place.

The goal of this research is to propose a quality improvement plan to help the Stiff Picks

Baking Needs in Calamba City, Laguna. This study will be conducted in this Second Semester

School Year 2021-2022.

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Significance of the Study

The researchers aim to provide information and knowledge relation to quality standards

and customer satisfaction. As a result, this study will be beneficial to the following:

Customers. The research will benefit customer by the implementation of quality standard

that will be able to provide customer satisfaction. They will gain knowledge and awareness to

quality standards of the retail store.

Stiff Picks Baking Needs. The research will benefit the store where they can be able to

solve the current issue/problem that the business will encountered.

Entrepreneurs/Future Entrepreneurs. This could be a source of information for the

entrepreneurs and future entrepreneurs to provide research about the level of implementation of

quality standards and the level of customer satisfaction.

Community/Society. The research will be able to benefit the community and society by

the implementation of quality standard toward to customer satisfaction. As a result, the

community/society will be able to experience quality standard through customer satisfaction.

Researchers. The research will be able to determine if there is a significant relationship

between the level of implementation of quality standard and the level of customer satisfaction.

Future researchers. The research will serve as a reference for their future studies related

to the implementation of quality standard and the customer satisfaction.

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Definition of Terms

For the purpose of achieving clarity of meaning, the following terms which are used in the

study is operationally and conceptually defined:

Tangibles – refers to physical facilities, equipment and appearance of personnel.

Reliability – refers to the store’s ability to perform the promise service accurately and

dependably.

Responsiveness – refers the store’s willingness to help customer and provide prompt

service.

Assurance – refers to the knowledge and courtesy of the store’s employees and their ability

to inspire trust and confidence.

Empathy – refers to the care and individualized attention paid to customers.

Communications – refers mainly to advertising and promotional deals of the store.

Brand image – refers to the store’s long-term communication efforts.

Advertising – refers to the store’s public relations programs in order to generate positive

media attention. As well as the use of social media platforms.

Word-of-mouth (WOM). Refers to the store’s communication from other people possibly

also including salespeople.

Customer’s Previous Experience. Refers to the stores existing customers. Mainly

researching existing customers (as opposed to new), making previous experiences a critical factor.
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Chapter 2

REVIEW OF RELATED LITERATURE

This chapter goes through the relevant literature and research for the study's execution. The

researcher benefited from these theory, article and studies since it gave a better knowledge and

perspective on the study's analysis.

Quality Standards of Retail Stores

According to Brooks (2020), quality isn’t just about profits and loss or beating out a

competitor. It’s about safety, delivering on a promise and meeting the very basics of customer

expectations. But, by meeting quality standards, companies often reap better profits and reduce

losses. Those that exceed quality standards stand out above their competitors and further their

potential for profit and consumer loyalty. Therein rests the benefit of quality standards. He clearly

defined standards and requirements make it easier for companies to meet what their consumers

consider “quality” and they improve the overall vision of what the company should work toward.

Quality standards are only meant to serve as a framework. There are still walls to be built, fixtures

to be mounted, and a floor to be laid. This is where quality management systems come into play.

As stated by Parasuraman, Zeithaml, and Berry (1985), who developed a model about

services quality based on five fundamental dimensions. These dimensions consist of Tangibles:

This element refers to everything tangible and affects the quality of service to customers. For

example, clean and tidy customer waiting rooms, facilities for customers, physical staff and

employee, room ambiance, decoration, interior, etc. Reliability: This element refers to the
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company's ability to provide services accurately to its customers. At this stage, the company's

products and services can be accessed by customers anytime and anywhere. The company offers

itself at all times to customers. For example, cellular operator companies provide signals in various

areas where their customers are located. Responsiveness: This element refers to the company's

actions in responding to customers promptly. This level of responsiveness can be tested with

questions, such as how much the company's curiosity is at the level of difficulty experienced by

its customers, how capable the companies to help customers get out of the problem, how

responsive the company is to complaints and customer complaints, and so on. Assurance: This

element refers to the company's ability to foster trust in the customer's eyes through the friendliness

and knowledge of the staff in service. Empathy: This element refers to the company's attention to

its customers. The practice of corporate understanding can be realized by listening to customers,

helping customers find solutions, understanding what becomes anxieties and anxieties of

customers, solidarity with customers, not leaving customers, etc.

However, Hoare (2015), indicated that tangibility is an item that a person can detect using

the senses. In a business, tangibility refers to tangible products and other things, like the purchased

product of a customer or the facilities the business are using to provide the proper service and

product quality a customer need.

On the other hand, Holtzclaw (2015), analyzed that responsiveness in a business is

important to attain market growth. Lack of responsiveness can lead to issues achieving growth. It

is not only necessary to be responsive towards your customers but also to people inside the
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company. The relationship between the people inside the company is important to be able to work

well and serve the customers better.

On the contrary Russel (2017), mentioned that assurance of a service and quality is making

sure that a business is providing the proper service, quality, requirements that a customer need. It

is necessary for a company to ensure that the customers’ expectations were fulfilled.

Customer Satisfaction

As stated by Gartner (2020), if the retail store fulfills the ever-increasing demands of your

customers, they will definitely prefer your products over others and will become your loyal

customers. Today’s customers stay loyal to brands that offer amazing purchase experiences. More

than 64% of consumers find customer experience more important than price. This is why providing

the best customer experience has now become a top priority for retail businesses.

Additionally, Stamenova (2020), study revealed that as a result of consistent customer

satisfaction, brand trust is also enhanced, leading to repeat purchases and new customer referrals.

Poor brand trust and reputation, on the other hand, can turn potential customers away. After all, if

customers cannot trust the quality of your products or services, they will not spend their time or

money supporting you. Retailing is all about communication and understanding, so interacting and

connecting with your customers will go a long way in establishing trust. Even something as simple

as welcoming those when they walk in the door can establish a trustworthy bond.
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As mentioned by Szyndlar (2021), customer satisfaction is a measurement that determines

how well a company’s products or services meet customer expectations. It’s one of the most

important indicators of purchase intentions and customer loyalty.

Huang and Liu (2015), study revelaed that based on dynamical percept of customer

satisfaction to explore the disconfirmation between expectations of pre-purchase and perceived

actual performance of post-purchase. According to the stimulation of word of mouth in internet on

different time points, they conduct the experiment in which expectation, perceive performance and

reference point effect are manipulated. The results show that the anchoring effect and

disconfirmation effect are exited. This study also finds the cognition inconsistency among three

stages in the experiment. The perceived performance-satisfaction has less variance in the last stage

compared to when it is paired with high-disconfirmation in the first stage, whereas perceived

performance-satisfaction has more variance when paired with low-disconfirmation.

As stated by Indeed Editorial Team (2021), effectively communicating makes a positive

impact on customers because it helps ensure repeat business. Additionally, store associates

regularly communicate and interact with customers visiting their business. Having good

communication skills must translate during the entire process, from welcoming people into the

store to helping them find what they're looking for and closing the sale.

In addition, Newman (2017), acknowledge that effective communication can be a two-way

process, which has the potential to inform the business about the state of customer expectations.

Such communication can be viewed as a valuable opportunity to connect with the customer and

listen to his / her worldview. An intelligent conversation can yield rich insights into the customer’s
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mindset, thereby providing the business with clues on how to serve the customer better. She also

stated that there is no doubt about the importance of effective communication in modern business

domains. Communication can be in the form of speaking, writing, or body language. In the world

of business, effective communication is a lynchpin in many areas including customer service,

because the business that communicates better can win more customers. The average business

enterprise can harness such techniques to expand its customer base, improve its business practices,

conduct itself adroitly in business matters, and serve as a beacon in the tumult of modern business

environments. Effective communication is also useful because it can indicate intent and future

courses of action; therefore, it is vital for a business enterprise to communicate with its customers

at all levels. A business should be able to explain clearly company policies to all stakeholders,

especially customers and clients. Every employee of the business should make effective

communication a priority, because customers require information. Modern businesses operate in a

fluid environment that has many moving parts; therefore, the customer should not be in the dark

under any circumstances. Clear communication can send emphatic messages that the enterprise is

serious about its business and intends to conduct itself as a responsible corporate citizen.

Likewise, effective communication is an important aspect of customer service. A large

enterprise or a small business may have multiple points of contact with the customer. Each point

of contact is an opportunity for the business to thrive by delighting customers. The business should

encourage open communications with customers at these points, because such actions can boost

customer confidence and enable the business to stand apart from its competitors.
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In the study of Bordeaux, (2021) he mentioned that a remarkable customer experience is

critical to the sustained growth of any business. A positive customer experience promotes loyalty,

helps you retain customers, and encourages brand advocacy. In his study, it also revealed that a

positive customer experience is crucial to the success of your business because a happy customer

is one who is likely to become a loyal customer who can help you boost revenue. The best

marketing money can buy is a customer who will promote your business for you — one who's

loyal to your company, promotes your business through word-of-mouth marketing, and advocates

for your brand and product or service. The way you think about customer experience has probably

had a profound impact on how you look at your business as a whole. This is just one reason why

creating and obsessing over a great customer experience is so important. (Or, if you’re current

customer experience isn't up to standard, how to improve it and where to start.) Customer

experience is the impression your customers have of your brand as a whole throughout all aspects

of the buyer's journey. It results in their view of your brand and impacts factors related to your

bottom line including revenue. The two primary touch points that create the customer experience

are people and products. A remarkable customer experience is critical to the sustained growth of

any business. A positive customer experience promotes loyalty, helps to retain customers, and

encourages brand advocacy.

However according to the article of HubSpot (2021), today’s people are more conscious

than ever; they only buy products from a brand that peers, family, or friends refer to. People

referred by friends or acquaintances stay more loyal to a brand and have a stronger attachment

than those who found the brand by other means. When people are satisfied with your products,

they talk about your brand, which will eventually promote your brand and boost brand awareness.
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According to a survey conducted by Zendesk, 87% of consumers share their good experiences and

recommend brands to their friends and family.

On the contrary Qadar, (2021) stated that today’s consumers have limitless options to fulfill

their needs. This is why a majority of businesses find it hard to attract prospective customers

toward their brand and convince them to buy their products. However, focusing your energy and

spending resources on keeping existing customers happy is a worthwhile idea. Building a strong

relationship with your loyal customers encourages them to return to you in the future and become

your loyal customers. To increase customer loyalty, offer what your customers need, meet their

expectations, provide special discounts and deals to keep them engaged. Keeping your existing

customers satisfied will increase your customer lifetime value, which will increase your revenue

and profits. Increasing the brand image is one of the biggest advantages of offering a memorable

customer experience and maintaining a base of satisfied customers. Happy and satisfied customers

will play a key role in promoting your brand, increasing brand awareness, and improving brand

reputation. If truth be told, customer advocacy works far better than any marketing campaign.

Small businesses estimate that more than 85% of revenue generated due to word-of-mouth

marketing.

Synthesis

The researchers use books, magazines and journals in conducting the study. All

aforementioned linked material has been generated and synthesized in order to assist researchers

in conceptualizing the study.

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Brook (2020) explains and define quality standards while Parasuraman, Zeithaml, and

Berry (1985) defines the five subvariables of SERVQUAL model which are; Responsiveness,

Assurance, Tangibles, Emphathy, and Reliability. Hoare (2015), Holtzclaw (2015), and Russel

(2017) expanded the importance of tangibility, responsiveness, and assurance in the retail business.

Hoare (2015) in tangibility, Holtzclaw (2015) in responsivness, and Russel (2017) in assurance.

Considering the dependent variable in the study, Szyndlar (2021) defines the customer

satisfaction and it was expanded by Huang Liu (2015) by connecting it to the theory of

disconfirmation. Indeed, Editorial Team (2021), and Newman (2017) both define and stated the

importance of having good communication skills in order to satisfied every customer. Both Garner

(2020) and Stamenova (2020) agreed on brand loyalty as one of the factors that can make customer

satisified. Bordeaux (2021) is the only one who believed that customer experience can affect the

satisfaction of every customer. Lastly, HubSpot (2021) and Qadar (2021) explained how the good

experience of customer can lead to the word of mouth marketing.

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Chapter 3

RESEARCH METHODOLOGY

This chapter will provide explanation regarding to the process that will be used to answer

the research question in this study. This includes the research design to be used in conducting the

study. It also includes the research locale, population and sampling, respondent of the study,

research instruments, validation of instruments, data gathering procedures, and treatment of

quantitative data are discussed.

Research Design

The researcher will use a descriptive correlational method with a quantitative design to

conduct the research. To investigate disparities in the respondents and to demonstrate a cause and

effect link between the implementation of quality standard on customer satisfaction. The

correlation test will establish how closely each variable's results are related to one another.

According to (Nora 2021), a descriptive correlational study is a study in which the researcher is

primarily interested in describing relationships among variables, without seeking to establish a

causal connection, and a correlational research design investigates relationships between two

variables (or more) without the researcher controlling or manipulating any of them. It’s a non-

experimental type of quantitative research. In a correlational design, you measure variables

without manipulating any of them.

Research Locale

The study will be conducted in Stiff Picks Baking Needs located in Mercado Calamba City,

Laguna. The researchers choose to conduct the survey in Mercado De Calamba City Laguna, only
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due to pandemic situation to limit the interaction of respondents (customers) in the area and to

follow IATF standards. Safety protocols will be highly observed. Costumers of the store can

contribute scientific findings to help the store improve its customer service.

Population and Sampling

The Stiff Picks Baking Needs in Mercado Calamba City, Laguna has approxiamately 50

customers in a day. In order for the researcher to choose their chosen respondents, the researchers

chose to give survey to the customers who purchase in Stiff Picks one to two times a week. To

obtain a representative sample of all customers, the researcher will make a cover letter to the Stiff

Picks Baking Needs in Calamba City, Laguna.

Respondents/Participants of the Study

The respondents of the study will be composed of approxiamately 30 customers who

purchase on Stiff Picks two to three times a week. Total of 30 respondents.

Table A.
Respondent of the Study
Respondent Frequency Percentage
Customers 30 60%
Total 30 60%
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Research Instrument

The study instrument will be the self-made survey questionnaire which contains the basic

tool in determining the responses on the problems presented. It will be organized around the study's

objectives and problems found in the Stiff Picks Baking Needs in Calamba City, Laguna. The

three-part survey questionnaire will be thoughtfully designed to guarantee that the data needed is

reliably acquired from respondents. The first part is regarding the respondents' general

information. The second part will look at the level of implementation of quality standard in Stiff

Picks Baking Needs in Calamba City, Laguna in terms of; Reliability, Assurance, Tangibles,

Empathy and Responsiveness. The third part of the survey questionnaire will pertain to the level

of the customer satisfaction in terms of; Communication, Brand Image, Advertising and Past

Experience of Stiff Picks Baking Needs in Calamba City, Laguna.

Based on the literature and studies obtained, the study will create an initial draft of survey

questions. Following a series of questionnaire revisions and validations, the researcher will

administer the questionnaire using the Four-Point Likert Scale with verbal interpretations as a

guide:

Table B.
Part I: Level of Implementation of Quality Standard Rating Scale
With Descriptive Equivalents & Tabular limits

Weight Range Categorical Response Verbal Interpretation

4 3.25-4.00 Strongly Agree Highly Implemented
3 2.50-3.24 Agree Implemented
2 1.75-2.49 Neutral Partially Implemented
1 1.00-1.74 Disagree Not Implemented
 LAGUNA COLLEGE OF BUSINESS AND ARTS
SCHOOL OF COLLEGE STUDIES 23

Table B.
Part II: Level of Customer Satisfaction Rating Scale with
Descriptive Equivalents & Tabular limits

Weight Range Categorical Response Verbal Interpretation

4 3.25-4.00 Outstanding Highly Satisfied
3 2.50-3.24 Very Satisfactory Satisfied
2 1.75-2.49 Satisfactory Partially Satisfied
1 1.00-1.74 Poor Not Satisfied

Validation of Instrument

Survey questionnaire will be validated and approved by the professors from Laguna

College of Business and Arts. The professors will be composed of graduate school professors.

Comments, suggestion and recommendation will be accepted to further improved the survey

questionnaire. Their suggestion and comments will be included in the development of the

instrument. The reliability of the tool will be tested through the use of Cronbach Alpha Test before

implementing the actual data gathering procedure. Cronbach Alpha Test is a measure of internal

consistency, how closely related a set of items are as a group. It will be considered to be a measure

of scale of reliability and validity. In accordance with Laguna College of Business and Arts set

standards, some items will be added or deleted.

 LAGUNA COLLEGE OF BUSINESS AND ARTS
SCHOOL OF COLLEGE STUDIES 24

Data Gathering Procedure

In order to collect information from respondents, a letter of permission made by the

researchers and approved by the professors of Laguna College of Business and Arts will be

presented before the researchers conduct a personally distributed survey questionnaire.

Treatment of Quantitative Data

The following were the statistical treatments to be applied to the study using Statistical

Package for the Social Sciences (SPSS):

1. The weighted mean with a four -point Likert Scale will be used to determine the level of

implementation of quality standard of Stiff Picks Baking Needs to the customers using the following

scale and verbal interpretations below:

Rating Scale Verbal Interpretation

3.25 - 4.00 Highly Implemented
2.50 - 3.24 Implemented
1.75 - 2.49 Partially Implemented
1.0 – 1.74 Not Implemented

2. In determining the level of customer satisfaction of customers in Stiff Picks Baking

Needs. The weighted mean and four -point Likert Scale will be utilized with the following scale

and verbal interpretations:

Rating Scale Verbal Interpretation

3.25 - 4.00 Highly Satisfied
2.50 - 3.24 Satisfied
1.75 - 2.49 Partially Satisfied
1.00 - 1.74 Not Satisfied
 LAGUNA COLLEGE OF BUSINESS AND ARTS
SCHOOL OF COLLEGE STUDIES 25

3. Correlational analysis will be used in assessing the relationship between the two (2)

variables of the study which are the the level of implementation of quality standards and level of

customer satisfaction of Stiff Picks Baking Needs in Calamba City Laguna

4. To establish the significant relationship between level of implementation of quality

standards and level of customer satisfaction of Stiff Picks Baking Needs in Calamba City Laguna

Ethical Considerations

Ethical behaviour will be adhered in every step of the research process starting from

primary and secondary data collection, data analysis and reporting. This study will guarantee that

adequate permission will be requiring to the customer of the store. The respondent should not be

subjected to harm in any ways. The respondent personal identity has to be ensured adherence to

Data Privacy Act 10173. Full consent should be obtained from respondents prior to the study.

Respondent dignity and respect should be prioritized. All authors shall be acknowledged, and no

ideas, thoughts, or phrases will be used in the study without a source or reference citation. Ethical

Aspect of the study will be followed in this paper.

 LAGUNA COLLEGE OF BUSINESS AND ARTS
SCHOOL OF COLLEGE STUDIES 26

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SCHOOL OF COLLEGE STUDIES 28

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