Chapter 1 4 2

1
ABSTRACT
Name of Researchers:
Biscarra, Rachelle S.
Delin, Maria Theresa M.
Gayla, Gie Anne S.
Grospe, Mary Lhea T.
Pedrozo, Jericho
Name and Address of Institution: University of Eastern Pangasinan

McArthur Highway, Brgy.
Canarvacanan, Binalonan,
Pangasinan
Course: Bachelor of Science in Business

Administration major in Financial
Management
Semester and School Year: Second Semester S.Y. 2021-2022
Adviser: John Christopher Garces, MBA
Title of Research Study: Relevance of Service Quality and

Physical Environment on Customer
Satisfaction among Beauty Salon in
Binalonan, Pangasinan
Key Terms: Satisfaction, Business, Beauty Salon

Establishment, Business Customer
Service, Tangibility
2
ABSTRACT
This study focuses on the Relevance of Service Quality and Physical Environment
on Customer Satisfaction among Beauty Salon in Binalonan, Pangasinan. This study
aimed to determine if the service quality provided by the beauty salon has relevance to
the customer satisfaction among the salon in Binalonan, Pangasinan. The findings of this
study will be essential and beneficial for salons in gaining a broader understanding in
providing a standard of service that could have an impact positively or negatively on the
customer satisfaction with their business. Additionally , the study will be helpful to the
business owners as well as serve as a guide to help them gain information that could also
enhance and eventually improve and ultimately gain profitability as it may lead to higher
customer satisfaction. Nevertheless, to the future researchers as the findings of the study
will serve as their basis and reference for further studies.
The majority of the customers in acquiring the services that the salon offers are in
the age ranges 18-21 years old, most of them are female and some are few male, In
addition beauty salon is an establishment that offers a variety of cosmetic
treatments and cosmetic services for men and women. Beauty salons may offer a
variety of services that may affect the customer satisfaction in terms of age and
gender. The majority female has a percentage of 78% or 78 out of 100 and for the
male customer respondents with a total of 22 or 22%. This implies that most
female are more frequent to go to salon to avail a business.
As in the result of study of Sulaiman et. al (2020) shows that 55% of their
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respondents are female. And it was concluded that women belonging to different
age groups vary with respect to their perceptions regarding visit to beauty parlor.
Very young and young women feel that it is necessary to visit parlors whereas
elderly women feel that it is not necessary. Very young women do not give
importance to professional salons whereas middle age and elderly women prefer
services from professional salons. With respect to demographics, it was seen that
as qualification increases, the necessity for ambience factor also increases.
“Looking good and feeling confident‟ is of utmost priority to consumers in
general and women in particular.
The majority of the customers in acquiring the services that the salon offers
are in the age ranges 18-21 years old, most of them are female and some are few
male, In addition beauty salon is an establishment that offers a variety of cosmetic
gender. The majority female has a percentage of 78% or 78 out of 100 and for the
male customer respondents with a total of 22 or 22%. This implies that most
female are more frequent to go to salon to avail a business.
respondents are female. And it was concluded that women belonging to different
age groups vary with respect to their perceptions regarding visit to beauty parlor.
Very young and young women feel that it is necessary to visit parlors whereas
4
elderly women feel that it is not necessary. Very young women do not give
importance to professional salons whereas middle age and elderly women prefer
services from professional salons. With respect to demographics, it was seen that
as qualification increases, the necessity for ambience factor also increases.
“Looking good and feeling confident‟ is of utmost priority to consumers in
general and women in particular.
Based on the findings and conclusions, the researchers recommended that the salon
manager should focus with enhancing the skills of the employees by training, leading
them by examples, seminars regarding career development, for them to show what their
skills can do to achieve the customer satisfaction. They must also have an enough space
for upcoming customers such as waiting lines and have enough space for parking lots.
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Chapter I
THE PROBLEM AND IT’S BACKGROUND
Background of the Study
Most people have various morning rituals for personal grooming. It includes
taking a daily shower, shaving, and getting a haircut once a month. A beauty salon is a
place where men and women can go to get services to improve their physical appearance.
It provides numerous services, including manicures, pedicures, foot care and spa,
haircuts, and hair treatments. However, due to a lack of knowledge from their target
customers, it's not like every beauty salon can readily raise profit.
Many can affect the customer’s satisfaction; it is not only about the product or
service a company may give to its customer. Since this is the key factor and best way to
increase the competitiveness of beauty facilities, their challenge is to find ways to
improve service quality. institute. Customer satisfaction is also constantly a top priority
for survival and growth in order to meet the needs of present consumers and attract fresh
ones. Since then, it has become necessary for the aesthetic facility, in addition to
enhancing service quality, to continually grasp consumer trends and customer
preferences.
In the post pandemic world, the parameters for customer satisfaction
have changed considerably (Monmousseau et al., 2020; Srivastava and Kumar,
2021; Wu et al., 2021). Pandemic has made personal interaction more
challenging (Brown, 2020). To be less vulnerable to becoming severely ill with
the virus, customers prefer touchless digital mediums of communications. For
example, Mason et al. (2021) concluded that pandemic has altered customers’

6
needs, shopping and purchasing behaviors, and post purchase satisfaction levels.
In connection to this the most vital aspect of a business is good service and
customers satisfaction. Giving excellent customer service is becoming increasingly vital
as time passes in every organization.
With the study of Sulaiman et al entitled “Customer Satisfaction and Service
Quality of SPA in Penang”, stated that meeting the customers’ expectations is one
requirement the customer seek when availing the service at the spa industry. However,
lack of skill of the staff and discomfort ambience can lead to the unsatisfied towards the
service quality and decrease the level of customer satisfaction in the spa. The finding of
their study shows that there is no relationship between service quality and ambience or
the physical appearance of the store towards customer satisfaction in the spa.
Along with customer satisfaction plays a pivotal role in success of every business
whether it is meant for a product or a service. Customers satisfaction is at the heart of
marketing. Ninety-nine percent of dissatisfied customers will never buy another product
or service from the organization, understanding customer satisfaction is an effective
approach to reduce disgruntled customers while improving profits. The more reliable the
service provided by the business entity the greater the level of customer satisfaction.
Customer satisfaction is a critical aspect of a company's product since it determines the
level of profitability between the company's product and the beliefs of its customers. (Ali
et al 2021)
Nowadays, customer satisfaction is a very significant factor in determining how
well a company's product meets customer expectations. Customers will not care about
products if a corporation does not care about their satisfaction.

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As in the study of Panicker (2017) entitled “A Study on the Service Quality
Attributes of Parlor Service Employees and Their Contribution to Customer Satisfaction
in the Beauty Care Service Industry”, stated that customer satisfaction at the beauty
parlor can be largely attributed to the skill sets and unique capabilities possessed by the
parlor service employee.
To meet the economy's expanding demand, businesses must deliver high-quality
services, as well as consumers satisfaction. In marketing, the word "customer
satisfaction" is commonly employed. It's a metric for how well a company's new products
and services meet or exceed customer expectations.
As cited in the study of Suria Sulaiman et. al (2020) that according to
Parasuraman et al. Customers who purchase goods and services from the spa business
commonly want such products or services to fulfill to their expectations so they can be
satisfied. A lack of expertise on the part of the employees and an uncomfortable
ambience might make customers dissatisfied with the quality of the services they receive
at the spa. The tangible, reliability, responsiveness, assurance, and empathy are all
correlated to service staff.
Along with Commence (2020) “What Factors Influence Customer Satisfaction?”
that three major factors that affect modern customer satisfaction are customer
understanding, service, and technology. Loyal customers want to be assured that they are
buying from an organization that truly cares about their best interests. Customers prefer
companies that offer multiple choices, remember their preferences, and personalize the
buying experience. And true customer satisfaction takes more than just attentive
employees. Excellent customer service is also ensuring that the needs of consumers are
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met. Most consumers require convenient, intuitive customer service that delivers exactly
what they want in a timely manner. And lastly in order to satisfy consumers with
technology, the company channels should be widely accessible, easy to navigate and load
pages quickly.
Moreover Panicker and Muhammad (2017) supported the idea that
beauticians/hairdresser at the parlor has great contribution in gathering satisfaction of
customers. Also, a great service quality results in excellent customer satisfaction which in
return, the loyalty of the customers. Most of women are very accurate regarding the
behavior of the employees serving them. Once satisfied with one particular employee,
they would prefer the same employee in receiving the service once visited the salon
again. Through the study, findings concluded that service quality provided by the
employees and customer satisfaction associated with great performance has a strong
relationship.
According to the study of Gong and Yi (2018) entitled “The Effect of Service
Quality on Customer Satisfaction, Loyalty, and Happiness in Five Asian Countries”, the
findings show that overall service quality has a positive influence on customer
satisfaction, which in turns leads to customer loyalty and customer happiness and that the
general pattern of structural paths is valid in the five countries. Also, the result of this
study reveals four key findings. First, customer well-being or happiness was driven by
service quality. Second, customer loyalty was driven by service quality across the five
Asian countries, demonstrating that the economic values of service quality could be
applied to Asian countries just as they are in North American and European countries.
Third, customer satisfaction was driven by service quality. Fourth, customer income
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increased the effect of service quality on customer happiness via customer satisfaction in
China, Hong Kong, and South Korea.
Also in the study of Sureka et al (2017) entitled “Customer Satisfaction and
Service Quality Towards Natural Parlor, Chennai” stated the role of satisfaction on
repurchase and defining the intervention between customer satisfaction and repurchase
intention and loyalty. It is quite clear that in this service role of satisfaction on repurchase
and defining the intervention between custom satisfaction and repurchase intention and
loyalty. It is quite clear that in this service that overall satisfaction is an important factor
in retaining customers. For developing customer retention strategies, effort should be put
on satisfying the customers to achieve the highest level of repurchase intention and
subsequent retention.
R. Jayasathya and P. Priya on 2019 conducted “A Study on Customer Preference
towards Natural Unisex Salon and Spa” in that they said considerable difference between
the service preference of the beauty salon in terms of reliability, responsiveness,
empathy, assurance and tangible dimension of service quality. It is emphasized that
service industry should work to prevent and minimize the gaps in service quality by
improving the customer preference with service offerings.
Also, customer satisfaction is a metric that encourages a greater focus on the
customer's outcome while also encouraging improvements in the company's work
methods and processes.
And according to Seth et al defined service quality as the ability for service
providers to match expected service with perceived service to achieve customer
satisfaction. Service quality was evaluated utilizing the SERVQUAL model proposed by
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Parasuraman et al.
Moreover Aleksandar et al, service is known as tangible because it cannot be
touched or seen it can only be experienced or feel. The most significant component of
maintaining service quality is that it helps mold the product according to the services and
the needs of the clients. Customers satisfaction is based on the service quality the
business may provide to its customer; on how will they serve.
In addition to this, according to Parisa and Ayesha (2018), customers evaluate the
setting of the parlor, therapy services, information-dissemination system, and cost while
selecting a specific parlor. They also consider the service provider's behavior and
knowledge. According to the study's findings, the environment, the executive's behavior,
the complaint-handling system, and trustworthiness were all factors that customers of
high-end parlors found to be immensely satisfying. The common service-quality factors
that contributed to customer satisfaction could be divided into four major categories:
support & facility factor, employee performance factor, customer relationship factor, and
communication factor. The factors considered things like the environment, the materials,
the accurate service, the prompt service, the handling of concerns, the knowledge of the
service provider and executive, the behavior of the service provider and executive, the
credibility of the provider, the accessibility, the safety, the accessibility, the
advertisement, the information provided by the service provider, the understanding of the
need of the client, and the working.
In connection to this, according to the study of Gonzaga (2021) entitled “Service
Quality and Customer Satisfaction among Beauty Salons”, the study was conducted to
determine the significant influence of service quality on customer satisfaction among

11
beauty salons in a certain municipality of Davao del Norte, Philippines. Further, only
tangibles domains significantly influences customer satisfaction while the rest did not.
Thus service quality is recommended to be enhanced to achieve a high level of customer
satisfaction.
And in the study of Mangarin (2021) it was to determine the significant influence of
service quality on customer satisfaction among beauty salons in a certain municipality in
Mindanao. According to the result, service quality was in high level which while
customer satisfaction was in moderate level.
As well as with the study of Asis et al entitled “Service Quality Assessment of
Beauty Salons in Batong Malake, Los Banos Using Importance Performance Analysis” ,
the study evaluates the service quality provided by beauty salons at Batong Malake, Los
Banos, Laguna using Importance Performance Analysis (IPA). It was determined that
availability of service information, promptness of service, availability of internet
connection and parking space must be improved.
Also that business who are able to give excellent customer service have the best
chance of continuing to be frequented by their customers. Because service quality is a
crucial factor in motivating customers to behave favorably, such as promoting the
company's products to others. It can be interpreted that the Service quality of a business
will have a positive impact on customers satisfaction and loyalty. ( NiLuhDesiyanti et al
2018)
As a person's reaction to a product or service's perceived performance in
proportion to their expectations will determine whether they feel satisfied, which can be
either happy or disappointed. Customers assume which offer will be more valuable.
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Within the boundaries of search expenses, limited knowledge, mobility, and income,
customers are valued as much as possible. They develop as an expectation and value and
follow through on it. Whether or whether the offer meets the value exception has an
impact on both customer satisfaction and the likelihood of a repeat purchase. Anything
that may be sold to a market to fulfill a need or desire qualifies as a product.
And because of the pandemic COVID-19 is having a seismic effect not only in the
food industry but on businesses around the world. Some research studies show this
pandemic affect the customers satisfaction in times of pandemic since the limited number
of customers within the business premises, some businesses are even forced to shut down
and following the protocols for them to function while in the midst of pandemic.
In the study of Rabo and Ang (2018) entitled “Determinants of Customer
Satisfaction in a Philippine Retail Chain”, states that satisfied customers would likely
repurchase and influence customer loyalty, thus understanding customer satisfaction can
provide organizations with information to streamline their operations. Determinants of
customer satisfaction can be classified into three main factors, namely, quality and
quantity of goods and services offered, customer experience, and value for money.
Additionally, according to the study of Farooqui and Alwi (2019), Social cues,
design cues, and ambient cues are the three types of environmental influences. The
complete view and ambience of the restaurant is an ambient cue, the decorations and
interior decoration are a design cue, and the customers in the restaurant are a social cue. It
also stated there that the physical environment produces an image in the mind of the
consumer that influences their behavior toward the restaurant; it also includes furniture,
scent, music, and lighting, all of which contribute to the creation of an outshine
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environment.
Furthermore, in the study of Altejar et.al (2019) entitled “Study of Effects of
Customer Service Quality and Product Quality on Customer Satisfaction and Customer
Loyalty” the researchers address the effects of customer service quality and product
quality on customer satisfaction and customer loyalty, and the relationship between these
four variables in the context of food-chain industry. Customer loyalty is the key part
behind a business’ success as it also extends the market esteem. On the other hand, its
product quality and customer service quality are important points in meeting the
customer’s satisfaction. Results of the study show that product and customer service
quality only has a small effect on customer satisfaction; and customer satisfaction does
not guarantee the loyalty of the customer.
In accordance with the study of Aguilar (2022), entitled “Experiential Marketing
on Revisiting Intention of Beauty Salons”, the purpose of the study is to determine the
significant association of experiential marketing dimensions on customer revisit intention
in Beauty Salons, examine the experiential marketing dimensions in terms of sense,
relate, feel, think and act. Also, determine the frequency of visits and the type of services
availed by the respondents. And based on the result of the study, the overall experience of
a customer response in revisit intention in terms of sense, relate, feel, think, and act does
have a significant importance to create perceptions of places and to establish brand
reputation in beauty salons.
Also with the beauty service business it is one of the many business that play an
important role in economic and social development. A product is anything that can be
made available to the public for use, consumption, or attention acquisition that satisfies a
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desire or need. It encompasses tangible things like services, individuals, locations,
organizations, and concepts.
Based from the study of Ferrer et al (2021) entitled “A Feasibility Study on
Establishing Barbers on the Wheels; a Mobile barbershop for Men” the study was
conducted in Dagupan, Pangasinan and aims to monitor the current status of the
movement the supply and demand for the hair and grooming service industry is greatly
affected. It also aims to bridge the gap of having a proper hair grooming for the clients
despite the occurrence of the COVID 19.
As well as that a beauty salon is an establishment that provides services for hair,
nails and skin. These services are offered to both men and women. For hair services,
these includes hair cutting, styling, treatment, dyeing etc. Manicures and pedicures are
offered for the nails. Often, these salons provide other services such as facials, makeups
and makeover.
Physical beauty is an advantage as being beautiful gives a person much more
confidence. Even it has been shown that being attractive can give a person up to 10 folds
increases in getting marry.
This study aims to determine if the service quality provided by the beauty salon
has relevance to the customer satisfaction among the salon in Binalonan, Pangasinan. The
findings of this study will be essential and beneficial for salons in gaining a broader
understanding in providing a standard of service that could have an impact positively or
negatively on the customer satisfaction with their business. Additionally, the study will
be helpful to the business owners as well as serve as a guide to help them gain
information that could also enhance and eventually improve and ultimately gain
15
profitability as it may lead to higher customer satisfaction. Nevertheless, to the future
researchers as the findings of the study will serve as their basis and reference for further
studies.
Theoretical Framework
According to Maslow's theory, the physical setting is perceived as most important
when it is least satisfactory, that is, when it threatens or fails to meet basic needs.
Otherwise, the physical environment psychologically recedes into the background. The
theory has great practical appeal but rather limited empirical support.
Customer Satisfaction (CS hereafter) is considering as a crucial factor of which can
affect the firm sales (Thi & Nguyen, 2020). Currently, the beauty service industry has
subdivided and specialized into hair, makeup, nail care, and skin care (Yoo & Park, 2020)
SERVQUAL Model developed by Parasuman and Berry, is a method to capture and
measure the service quality experienced by a customer. It is a multi-dimensional designed
to capture consumer expectations and perceptions of a service along five dimensions that
are believed to represent service quality, these five dimensions are tangibility,
responsiveness, empathy, assurance and reliability.
Beauty management is an outward expression method to give confidence in
interpersonal relations and to deliver good impression (Jung & Moon, 2018).
Beauty service contains mental stability effect for successful decrepitude and confidence
improvement instead of changing external management, pursuing beauty trend Simply
(Jung & Moon, 2018).
It is worth paying attention to the research results that the personality characteristics
of organizational members can have a significant effect on service orientation, job

16
satisfaction, and job turnover in order to maintain a higher customer service level and
stable human power (Park et al., 2019).
Since human history started, the beauty desire had become the basic instinct and raw
thing of humanity and it had built in various aspects through the age (Jung & Moon,
2018).
The beauty service at the hair salon is to provide hairstyle related services such as
shampoo, cut, perm, color, scalp and hair care to customers who want to increase their
emotional satisfaction and self-esteem by satisfying their aesthetic needs. In terms of
dealing with part of the body, face-to-face is essential, and because the time for contact
and interaction with customers is longer than that of other service industries, quality
control of the human service provided is important. In addition, since the non-technical
services of hair salon human resources affect the customer’s feelings toward the
company, the attitude, appearance, and communication ability of the service provider also
play a large part in the competitiveness of the company (Moon et al., 2019).
Conceptual Framework
In this research, the researcher presents the conceptual framework of the study
using the input, process-output (IPO) model as the study’s working paradigm.
The conceptual framework which includes the paradigm of the study and is
presented using the Input-Process-Output (IPO) model. The input consists of the profile
of the respondents which includes the age and gender. Also, the relevance of service
quality in terms of Tangibility, Responsiveness, Empathy, Assurance and Reliability in
which the researchers want to determine if service quality have significant effect on
customers satisfaction, also regarding how customer achieve customers satisfaction in

17
terms service quality. On the other side, the process being used is through survey,
questionnaire, tabulation, and computation data analysis and interpretation of the result
Figure 1 shows how the researchers studied, surveyed and solved their research
study.
INPUT PROCESS OUTPUT
1. What is the profile of respondents

in terms of:
a. age; and
b. gender?
2.What are the services provided in

the salon that the customer acquired
in determining their level of
satisfaction?
3. What is the relevance of Service THE RESEARCHERS USE

Quality in terms of:
TO COLLECT DATA
a. tangibility
What is the relevance of
THROUGH SURVEY
b. responsiveness
service quality to
QUESTIONNAIRE.
c. empathy
TABULATION AND customer satisfaction
d. assurance
e. reliability? COMPUTATION DATA among beauty salon in
4. Is there a significant relationship ANALYSIS AND Binalonan, Pangasinan.

between the profile of respondents
and the service quality to customer INTERPRETATION
satisfaction among beauty salon in
Binalonan, Pangasinan. RESULT
5. What strategic plan can be propose

to improve the operations of beauty
parlor business in Binalonan,
Pangasinan?
FEEDBACK
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Figure 1. Paradigm of the Study.
Statement of the Problem
This Research study is all about “Relevance of Service Quality to Customer
Satisfaction Among Beauty Salon in Binalonan, Pangasinan” in which the researchers
seek to answer the following questions:
1. What is the profile of respondents in terms of:
a. age; and
b. gender
2. What are the services provided by the salon that customers acquire in determining
their level of satisfaction?
3. What is the relevance of service quality in terms of:
a. tangibility;
b. responsiveness;
c. empathy;
d. assurance; and
e. reliability?
4. Is there a significant relationship between the profile of the respondents and the
service quality to customer satisfaction among the beauty salon in Binalonan,
Pangasinan?
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5. What strategic plan can be proposed to improve the operations of beauty salon
business in Binalonan, Pangasinan?
Null Hypothesis - is there no significant relationship between the profile of respondents
and service quality to customer satisfaction among beauty salons in Binalonan,
Pangasinan.
Assumption of the Study
1. The age of the respondents, who are customers of beauty salon business in Binalonan,
Pangasinan is up to 18 years and up. Male and female are very much welcome to try and
experience this kind of servce.
2. The researcher assumes that service quality such as; tangibility, responsiveness,
empathy, assurance and reliability greatly influence customer satisfaction when availing
the business service.
3. The researchers also assumes that business owners and employees encounter
challenges when it comes to satisfy their customer in terms of the service they provide of
the said business.
Significance of the Study
This study will be beneficial to the following:
The Researchers - the study will benefit the researcher as they gain new knowledge
about this study.
Selected Customer Respondents – will have their privilege to provide them information
about what to expect in their service and to rate the job performance of the staff and
crews. They can also give their suggestions on how it can be improved.
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Management – can use the provided findings strategies and understandable knowledge
to improve and develop their business as well as the satisfaction level from customer.
Staff and Employees – will be beneficial for them to know if they were able to do their
job and providing the best service experience to customer.
The Future Researchers – This study will be beneficial for the future researchers to use
it as a basis for their research.
Community - This study will be beneficial to the community for the business to know
what to consider when they want their customer to feel satisfied with the service or
product they are offering to the public.
Definition of Terms
The following are the term that the researchers used in this study, here they are defined as
follows:
Customer satisfaction – defines a customer as a business's most significant stakeholder
who pays cash in return for a product offering delivered to a person by the organization
with the goal of meeting a need and eventually maximizing satisfaction of the same.
Service Quality-defines service quality as a thorough evaluation or view on the entire
excellence of services delivered to a variety of stakeholders, including the organization's
consumers.
Tangibility- This means characteristic is connected to the attractiveness of a service
firm's facilities, equipment, and materials, as well as the look of service staff.
Responsiveness- This indicates that service business staffs are willing to assist
consumers and reply to their demands, as well as tell customers when service will be
supplied and then offer quick service.

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Empathy-It means that the firm understands its customers' concerns and acts in their best
interests, as well as providing them with specific personal attention and working hours
that are convenient for them.
Assurance – It means the skill of the employee to produce trust and credibility in minds
of the consumer. It requires proper knowledge and dedication.
Reliability – It means the ability of the firm to perform the service effectively and
accurately. It measures whether the firm lived up to its promises or not.
Chapter II
DESIGN AND METHODOLOGY
This chapter will cover the research methodologies used in the development of
this study. This includes the research design, study subjects, and sampling scheme, as
well as data gathering instruments, data collection, and statistical treatment.
Research Design and Methodology
The descriptive method will be use by the researcher in this study using a
questionnaire checklist as the main instrument to gather the needed data. The purpose of
descriptive research is to become more familiar with phenomena, to gain new insight, and
affect relationships among variables. Quantitative methods emphasize objective
measurements and statistical, mathematical, or numerical analysis of data collected
through polls, questionnaires, and surveys, or by manipulating pre-existing statistical data
using computational techniques.
This method will be used to describe the personal profile such as age and sex of the
respondents. Also, the service offered, and the dimension of customer satisfaction in
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terms of tangibility, responsiveness, empathy, assurance, and reliability.
Population and Locale of the Study
The respondents of the study are a total of 100 customers of beauty salon within the
public market of municipality of Binalonan, Pangasinan. The researcher will use the
purposive sampling to get the total size of the sample respondents.
Purposive sampling (also known as controlled by the researcher, selective, or
subjective sampling) is a type of non-probability sampling in which researchers choose
people from in general to participate in their surveys based on their own opinion. H Ames
(2019)
Data Gathering Instrument
The researchers will prepare a checklist-questionnaire validated by their external
and internal validators. And a letter of request to conduct the study will be prepare.
The researcher will conduct the study in Binalonan public market and will humbly
ask for the permission of the business owner and along with the customers of the said
business as their respondents to answer the said questionnaire. The tool that will be use in
gathering the need data is in the form of a questionnaire. When data gathering
instruments are approved and substantiated, surveys will be serve by handing out the
questionnaire to the chosen number of respondents to make results significantly reliable.

23
Part I of the questionnaire will focus on the profile of the respondents which include their
age and gender. Part II of the questionnaire intends to gather information about the
services availed by the customers in the salon and Part III of the questionnaire concern
with the information of the service quality in terms of; a) Tangibility, b) Responsiveness,
c)Empathy, d.) Assurance, e.) Reliability. These will be given one set of four checkboxes
and will rank as follows: 4 – Highly Satisfied 3 – Satisfied 2 – Unsatisfied 1 – Strongly
Unsatisfied.
Data Gathering Procedure
After the tools in gathering the data were finalized and checked, the researchers will
seek the permission and approval of the Dean, Dr. Mona Liza D. Abanes and research
adviser Mr. John Christopher V. Garces to conduct the study to the chosen beauty salons.
The researchers personally floated the questionnaire and administered the test to the
respondents and asked for their cooperation to accomplish the desired completion of the
study. The content of the questionnaire is explained properly and that the respondents
must need to answer with full honesty. As for the questionnaires’ retrieval, the
researchers personally collected them from the respondents.
Treatment of Data
The data were collected and tabulated to determine on how to interpret and
analyze the study. To answer the problem 1 in the statement of the problem in which it is
the personal profile of the respondents in terms of age and gender. Question number 2 is
the services availed by the customer. Another is the relevance of service quality in terms
of tangibility, responsiveness, empathy, assurance, and reliability among the customers

24
who is chosen by the researchers as a respondent at Binalonan, Pangasinan in which
frequency counts, percentages and average weighted means are shown below.
For problem number one and two, the personal profile of the respondents and
what service they avail at the salon, frequency and percentage was used. The formula is
shown below.
P = f/n x 100
Where: P= percentage equivalent
F= frequency
N= total number of respondents
To answer the third problem about what is the relevance of service quality in
terms of tangibility, responsiveness, empathy, assurance, and reliability, it was
tabulated using a mean scale with the corresponding average weighted mean (WM)
Weighted average is a calculation that considers the varying degrees of
importance or frequency of the numbers in a data set. A weighted average can be
much more reliable than a basic average, which assigns the same weight to all integers
in a data collection. Each value in the data set is multiplied by a predefined weight first
before final computation is completed in generating a weighted average.
(ArhileshGanti, 2021)
Descriptive equivalent (DE) shown below:
AWM= (∑fixi)
25
Where: AWM = average weighted mean
F = frequency
X = rating value of each category
N = total number of respondents
The following scale was used to interpret the obtained weighted mean:
Likert Scale:
Point of Value Mean Scale Descriptive Scale Description
4 3.50 - 4.49 Very Satisfied This mean that the
quality of
service provided by the salon
is outstanding.
3 2.50 - 3.49 Satisfied This mean that the quality of
is satisfactory
2 1.50 - 2.49 Unsatisfied This mean that the quality of
is poor.
1 1.00 - 1.49 Strongly Unsatisfied This mean that the quality of
is very poor.
26
To answer problem number 4 on the significant relationship between the profile
of respondents and the relevance of service quality to customer satisfaction among beauty
salon in Binalonan, Pangasinan, the following formula was utilized:
Pearson-r Correlation was used to determine the significant relationship between the
service quality in terms of Tangibility, Responsiveness, Empathy, Assurance and
Reliability to customer satisfaction. It is a measure of the strength of a linear association
between two variables and is denoted by r.
Where: r = Pearson Coefficient
n = number of the pairs of the stock
∑ xy = sum of products of the paired stocks

∑ x = sum of the x scores
∑ y = sum of the y scores
∑ x 2 = sum of the squared x scores
∑ y2 = sum of the squared y scores
Also Chi Square Test of Independence was used to test the statistical significance
of the cross-tabulation table for age group and dimension of customer satisfaction. It is
used for categorical variables like the age since it is in bracket. It is to test whether the
two variables are related to each other

27
For Chi-Square ∑ ¿¿ ¿
Where, 0 = Observed frequency
E = Expected frequency
Σ = Summation
X 2 = Chi Square value
Chapter III
RESULTS AND DISCUSSION
In this chapter present the results and interpretation based on the data gathered
from the customers of salon in Binalonan, Pangasinan. The data gathered is presented in
table form. And the findings are interpreted in this chapter to know the relevance of
service quality to customer satisfaction in terms of, tangibility, responsiveness, empathy,
assurance and reliability.
Table 1 shows the data gathered from the personal profile of the customers from
the salon in Binalonan, Pangasinan, which includes age and gender as well as the
corresponding frequency count and percentage of the variables. The data gathered were
presented below for a better understanding.
Personal Profile of Respondents in terms of Age and Gender
Table 1 presents the personal profile of respondents in terms of their age and
gender in the salon in Binalonan, Pangasinan in which in terms of age most of the
respondents ranges 19 to 21 years old in which if we will look for its percentage it is 38%
28
While the lowest will be the 38 and above which has a percentage of 5%, another is the
Gender in which the female has a percentage of 78% compare to male that has a
percentage of 22%
Table 1
Personal Profile of Respondents in terms of Age and Gender:
n=100
VARIABLES INDICATORS FREQUENCY PERCENTAGE%
AGE 18 – 21 38 38
22 – 25 37 37
26 – 29 13 13
30 – 33 4 4
34 – 37 3 3
38 AND ABOVE 5 5
GENDER
MALE 22 22
FEMALE 78 78
Age. The table shows that ages 18 – 21 has the highest frequency of 38 or with a
percentage of 38%. And for ages 34 - 37 has the lowest frequency of 3 and a percentage
of 3%. The result of the study of Sultana and Islam (2017) shows that in the age of 15 –
24 are the has the most frequency, as age of a customer plays an important role in
determining expectation and perception of customers regarding various aspects of service
quality offered by the employees.
Dr. Farzana and R. Banu Priya (2017) concluded that the perception of below 25
years and 26 – 36 years old of people are opinion that there is necessity of beauty salon,
29
and they want to pamper themselves. At below 25 years of age group of people have
started using beauty services for personal hygiene. In an age where looking and feeling
beautiful is given prime importance, beauty service industry is growing steadily, although
at a slow stride.
The results implies that those from 18 – 21 years of age are the most customers of
salon.
Sex. The table also shows that most of the customer are female with a percentage
of 78% or 78 out of 100 and for the male customer respondents with a total of 22 or 22%.
This implies that most female are more frequent to go to salon to avail a business.
respondents are female. And it was concluded that women belonging to different age
groups vary with respect to their perceptions regarding visit to beauty parlor. Very young
and young women feel that it is necessary to visit parlors whereas elderly women feel
that it is not necessary. Very young women do not give importance to professional salons
whereas middle age and elderly women prefer services from professional salons. With
respect to demographics, it was seen that as qualification increases, the necessity for
ambience factor also increases. “Looking good and feeling confident‟ is of utmost
priority to consumers in general and women in particular
Table 2
Services availed by the customer at the salon
n=244
VARIABLES INDICATORS FREQUENCY PERCENTAGE %

Service/s availed
by the customer
at the salon
Blow Dry 11 11
30
Brazilian Keratin 8 8
Brazilian Blow Out 3 3
Color Highlights 14 14
Hair Cellophane 5 5
Hair Color 57 57
Hair Cut 60 60
Hair Curl/Perming 2 2
Hair Extension 0 0
Hair Keratin Treatment 8 8
Hair Spa 2 2
Highlights 6 6
Hot Oil Treatment 4 4
Rebond 11 11
Rebond with Treatment 11 11
Gel Manicure 4 4
Manicure 15 15
Pedicure 13 13
Foot Spa 5 5
Eyebrow Threading 1 1
Eyelash Extension 4 4
Table 2 shows the gathered information about the services that the customer
availed at the salon in Binalonan, Pangasinan. Based from the table above hair cut has
highest frequency of 60 with a percentage of. And for the Eyebrow Threading 1 out of
the 100 respondents acquired this kind of service at the salon.
Haircuts for men, women, and kids should be the salon's most primary service.
Although some salons have areas of specialization, it is anticipated that the beauticians
can trim all kinds of hair. Another common service that is included in the price of the
haircut is drying and styling the client's hair before they leave the salon. To be able to
provide each client with a haircut and style, all beauticians must have knowledge of
various hair types.
One of the most desirable treatments at a hair salon is hair coloring. Most
individuals visit salons to have their hair professionally colored because home hair
coloring can go wrong in so many ways and box colors are bad for hair. Customers who
visit the salon typically believe they can acquire the exact shade they desire because
professional beauticians may mix colors to achieve the desired look. All-over color,
31
touch-ups, grey cover, highlights, lowlights, and other hair coloring techniques are all
possible. The expectations of beauticians change along with changing and evolving hair
coloring trends. (The Collegian, 2020)
The result implies that hair cut is the most common service customers avail and
least for the Eyebrow Threading.
Table 3
Relevance of Service Quality to Customer Satisfaction in terms of Tangibility
n=100
A. Tangibility Weighted Descriptive

Mean Equivalent
1.) I am satisfied with the physical facilities and the 3.15 S
visual appeal of the salon.
2.) I am satisfied because the salon employees are 3.40 S
well dressed and neat
3.) I am satisfied because the place is very accessible 3.12 S
and have enough parking space for the customers.
4.) I am satisfied because the salon uses modern
equipment in providing services. 3.29 S
5.) I am satisfied with the arrangement of facilities
because it is well-ordered. 3.27 S
OVERALL WEIGHTED MEAN 3.26 S
Legend: AWM = Average Weighted Mean; DE = Descriptive Equivalent; 3.50 – 4.00
(Highly Satisfied); 2.50 – 3.49 (Satisfied); 2.49 – 1.50 (Unsatisfied) 1.00 – 1.49
(Strongly Unsatisfied)
The table above illustrates the mean that the researchers gathered using the
questionnaire responses from a total of 100 respondents. It has an overall weighted mean
of 3.30, in which customers are satisfied with the physical appearance of the facility as
well as the appearance of the personnel at the salon. In the statement “I am satisfied
32
because the salon employees are well-dressed/neat.” perceived a highest average with
3.46 with a descriptive equivalent of “Satisfied” and the statement, “I am satisfied
because the place is very accessible and have enough parking space for the customers.”
which has the least overall weighted mean of 3.17 and a descriptive equivalent of
“Satisfied”.
Compared to intangible advertising or good work, the precise cost of delivering a
tangible product to the customer can be defined and measured with more accuracy.
Tangibility has been linked to higher customer satisfaction, emotional attachment,
generosity, and willingness to pay, according to earlier study. As tangibility significantly
affects the customer's perception of service quality, it can therefore be used to determine
customer satisfaction. (Stushek, 2018)
This implies that when it comes to the physical appearance of the employees of
the salon the customer are satisfied with it and focus on how they can provide enough
space for parking for the upcoming customers, All of the things mention above are the
things that can affect their satisfaction. Parking convenience is one of the factors that
influence customer retention and repeat purchases in one business therefore those things
should focus by the business itself for them to achieve the satisfaction that they needed.
Table 4
Relevance of Service Quality to Customer Satisfaction in terms of Responsiveness
n=100
B. Responsiveness AWM DE
1.) I am satisfied because the personnel are polite and friendly. 3.31 S
2.) I am satisfied because the salon have enough space for 3.31 S
incoming customers.
3.) I am satisfied because the personnel inform how many 3.14 S
33
minutes it may take the service I avail to be done. 3.37 S

4.) I am satisfied because personnel are approachable when you
need assistance. 3.20 S
5.) I am satisfied because of the positive response of personnel
when you ask for knowledge or information in acquiring
their service.
(Strongly Unsatisfied)
The overall average weighted mean for Relevance of Service Quality to Customer
Satisfaction in terms of Responsiveness is 3.28, in which most of the customers at the
salon are satisfied that they experience the willingness of the salon to help the customers
by providing them prompt service. It is clearly seen in the statement “I am satisfied
because personnel are appreciable when you need assistance” perceives the highest
weighted mean of 3.37 with the descriptive equivalent of “satisfied” and the statement “I
am satisfied because the personnel inform how many minutes it may take the service I
avail to be done” which obtained the least average weighted mean of 3.15 as “satisfied”.
Uyoga, 2018 stated in their study that customers showed more satisfaction when
staff members responded more promptly to service performance.
That employees' readiness and willingness to assist customers by performing
prompt service represents what is meant by "responsiveness."
As cited in the study of Spyridoula Vryoni et al., (2017), spa customers were
asked about the extent to which SERVQUAL variables influence their satisfaction.
Results showed that, among the five SERVQUAL instrument factors, responsiveness
(willingness to help the customer) had the highest correlation with spa customers'
satisfaction and explained almost 22.15% of the variance.
This implies that when it comes to informing the customers the salon should
34
clearly inform the customer on how many minutes it may take in acquiring the service to
finish for the salon to keep their customer satisfied on the service quality that they offer.
And that customers are satisfied because the salon has willingness to help customer by
providing prompt service.
Table 5
Relevance of Service Quality to Customer Satisfaction in terms of Empathy
n=100
C. Empathy AWM DE
1.) I am satisfied because they have convenient business 3.30 S
hours.
2.) I am satisfied because the personnel are attentive to the 3.26 S
needs of the customers.
3.) I am satisfied because the personnel respond to 3.24 S
customer’s concern.
4.) I am satisfied because they have individual attention to 3.27 S
customer.
5.) I am satisfied because personnel ask for customer’s 3.30 S
feedback to know if they are satisfied.
(Strongly Unsatisfied).
In table 5 shows the result for relevance of service quality to customer satisfaction
in terms of empathy with an overall weighted mean of 3.32 and a descriptive equivalent
of “Satisfied”. It shows that the statement “I am satisfied because personnel ask for
customer’s feedback to know if they are satisfied.” with an average weighted mean of
35
3.36 and descriptive equivalent of “Satisfied” and statement “I am satisfied because the
personnel respond to customer’s concern.” which obtained the least average weighted
mean of 3.28 with a descriptive equivalent of “Satisfied”.
In accordance with the study of Sultana (2017), findings revealed that customers
are least satisfied with the empathy which includes special care and attention to
customers every time. So, empathy dimensions in beauty parlors in Chittagong needs to
emphasize more to enhance the satisfaction level of their customers.
This implies that the business is concern with the feedback of their customer if
they are satisfied with the service provided and must focus more on responding to the
concern of their customers. And customers are satisfied because the salon employee gives
proper attention and care to their customers.
Table 6
Relevance of Service Quality to Customer Satisfaction in terms of Assurance
n=100
D. Assurance AWM DE
1.) I am satisfied because the employees can provide all 3.24 S
required information about the service I avail.
2.) I am satisfied because the salon employees are 3.26 S
consistently courteous.
3.) I am satisfied because the salon transaction are safe and 3.27 S
accurate.
4.) I am satisfied with the professionalism of the employee. 3.30 S
5.) I am satisfied because the employees delivered the 3.21 S
service in efficient way.
In table 6, shows the result for relevance of service quality to customer
satisfaction in terms of assurance with an overall weighted mean of 3.30 and a descriptive
36
equivalent of “Satisfied”. It shows that the statement “I am satisfied because the salon
transaction are safe and accurate.” and statement “I am satisfied with the professionalism
of the employee.” has the same average weighted mean of 3.35 and descriptive
equivalent of “Satisfied” and statement “I am satisfied because the employees can
provide all required information about the service I avail.” which obtained the least
average weighted mean of 3.25 with a descriptive equivalent of “Satisfied”.
As cited in the study of Spyridoula Vryoni et al., (2017), assurance is related to
knowledge and courtesy of employees and their ability to convey trust and confidence.
Their study findings shows that assurance contributed to spa customers satisfaction at the
percentage of 6.01%.
This implies that the business provides accurate service to their customer and that
they do their service in professional way to satisfy their customer they also need to
provide their customer information about the service the customer availed at the salon.
Therefor, customers are satisfied because the salon employees are knowledgeable about
the service they availed and is trustworthy.
Table 7
Relevance of Service Quality to Customer Satisfaction in terms of Reliability
n=100
E. Reliability AWM DE
1.) I am satisfied because the services realized as promised 3.21 S
and accurate.
2.) I am satisfied because the employees of salon provides 3.28 S
the services at the time it promises to do so.
3.) I am satisfied when employee keeps accurate records 3.14 S
(reservations, guest records, bills, orders, etc.)
4.) I am satisfied whenever the employees provide the 3.23 S
service as I avail without any wrongs.
3.23 S
37
5.) I am satisfied when the advertising and promotional

messages of the salon reflect reality.
Shown in the table is the mean that we gather from 100 respondents who
answered our questionnaire. The table has a 3.27 overall weighted mean, in which most
of the customer at the salon “agree” that the salon estimate the likelihood that service will
sustain performance standard over a given length of time. The statement “I am satisfied
because the employee of salon provides the service at the time it promises to do so.” Had
the highest average weighted mean of 3.32 which is equivalent to “agree” with the
statement “I am satisfied when employee keeps accurate records(reservation, guest
records, bills, orders, etc.” had the lowest average weighted mean of 3.21, which also
equivalent to “agree” This suggest that salons must focus mainly on the services
especially the records or transactions between customer and the employee.
Returning to the definition of reliability, "the ability to perform the promised
service dependably and accurately," we can look at the characteristics that were used in
place of reliability in the different service sectors, such as "time conscious staff" at Ume
University, "accurate service" at Forex Bank, and "less queue" at ICA. This might be the
only explanation for why dependability in this study's design was not substantially
connected to neither client happiness nor service quality for ICA. (Parasuraman et al.,
2022).
Therefore, customers are satisfied that the salon estimates the likelihood that
services will sustain performance standards over a given length of time.
Table 8
38
Variables Compared Pearson Chi Significant value Descriptive

Square Equivalent
Correlation
Tangibility and Age 22.576 .012* S
Responsiveness and 10.268 .147 NS
Age
Empathy and Age 12.154 .667 NS
Assurance and Age 15.743 .399 NS
Reliability and Age 10.777 .768 NS
Significant Relationship between the Profile of the Respondents in Terms of Age
and Dimension of Service Quality.
n=100
Legend: S = Significant; NS = Not Significant
Based from the finding, where the p-value (.012) and basing to our table of value
it is equivalent of very weak correlation but appears in the same row in the “Asymptotic
Significance (2-sided)” column. The result is significant because the value is equal to or
less than the designated alpha level (0.05). In this case, the p-value is smaller than the
standard alpha value, so therefore reject the null hypothesis that asserts the two variables
are independent of each other. To put it simply, the result is significant – the data
suggests that the variables Tangibility and Age are associated with each other. In here we
failed to reject the null hypothesis.
Correlation between the variable Responsiveness and Age of the respondents,
Empathy and Age, Assurance and Age, and Reliability and Age shows that it is not
significant to each other as its p value is higher than the set alpha level. Therefore, the
null hypothesis is accepted.
In connection with the study of Gonzaga (2021) there findings also revealed that
only tangibles indicator significantly influences (p-value 0.05) to customer satisfaction.

39
The rest of the indicators of quality service, to wit, reliability, responsiveness, assurance,
and empathy have no significant influence (p-value>0.05) to quality service.
Findings revealed that after using the Chi Square test to know the significant
relationship between variables, only Tangibility and Age is highly significant and
Responsiveness and Age; Empathy and Age; Assurance and Age; and Reliability and
Age does not show any relationship or no correlation at all..
Table 9
Relationship Between Respondents Profile in terms of Gender and the
Dimensions of Service Quality
Correlations
Gend Tangibil Responsiv Empat Assura Reliabil
er ity eness hy nce ity
Pearson
1 .209* .292** .145 .155 .185
Correlation
Gender Sig. (2-
.037 .003 .149 .123 .065
tailed)
N 100 100 100 100 100 100
Pearson
.209* 1 .703** .746** .689** .684**
Correlation
Tangibility Sig. (2-
.037 .000 .000 .000 .000
tailed)
N 100 100 100 100 100 100
Pearson
.292** .703** 1 .775** .753** .770**
Correlation
Responsiven
Sig. (2-
ess .003 .000 .000 .000 .000
tailed)
N 100 100 100 100 100 100
40
Pearson
.145 .746** .775** 1 .853** .843**
Correlation
Empathy Sig. (2-
.149 .000 .000 .000 .000
tailed)
N 100 100 100 100 100 100
Pearson
.155 .689** .753** .853** 1 .803**
Correlation
Assurance Sig. (2-
.123 .000 .000 .000 .000
tailed)
N 100 100 100 100 100 100
Pearson
.185 .684** .770** .843** .803** 1
Correlation
Reliability Sig. (2-
.065 .000 .000 .000 .000
tailed)
N 100 100 100 100 100 100
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).
As shown in the table above, Gender and Tangibility variable with a correlation of
.209* a very weak correlation according to Rule of Correlation, and a sig. (2 tailed)
of .037 and since it is Significant at the level 0.05 level (2 tailed). Correlation of
Tangibility and Gender is 0.209, based on n=100 P<0.05. Hence the variables are
significant at the level 0.05 level (2 tailed). In conclusion even if the correlation shows a
very weak correlation but the p value is inside the 0.05 alpha level, there is a significant
relationship between the Gender and Tangibility variable.
Based on the table above, it shows the correlation is .292 which according to the
rule of correlation is very weak. And it is outside the alpha level which is 0.01. It can be
concluded that between the Gender and Responsiveness variable there is no significant
relationship. Same also with Gender and Empathy variable with a correlation of .145 a
very weak correlation, and a sig. (2 tailed) of .149 and since it is Significant at the level
0.05 level (2 tailed). Correlation of Empathy and Gender is .149, based on n=100 P<0.05.
41
Hence the variables are not significant at the level 0.05 level (2 tailed). In conclusion
even if the correlation shows a very weak correlation and there is no significant
relationship between the Gender and Empathy variable. Lastly with Gender and
Reliability that also shows no significant relationship between the two variables.
Each gender, male and female, may observe the environment and processes differently
and accordingly, show their judgements and satisfaction in dissimilar ways. In line with the
study of Agbor (2017) prove that while females’ satisfaction level is higher if they perceived a
pleasurable level of value expressive attributes, that of male customers is higher if they
perceived a pleasurable level of functional attributes.
The table also shows the relationship between the 5 variables among the
Tangibility, Responsiveness, Empathy, Assurance and Reliability, there is a high to very
high correlation between them. There is also significant relationship between them since
the p = 000 < 0.01. Correlation is significant among them.
Table 10
Proposed Action Plan to improve the operations of beauty salon business in
Areas of Objectives Strategy Outcome Persons
Concern Involved
Tangibility Physical The salon must In that way Salon
appearance, also use up to they can attract Management
equipment as date more
well as the equipment. customers

42
appearance of when they
the personnel invest also for
of the salon. their
equipment.
Face their
They can gain
customer with
more
a pleasing
satisfaction and
personality.
loyalty from
their
customers.
Responsiveness Salon Only provide The business Salon
employees has service that can will gain the Management
the willingness meet the trust and
to help expectations of loyalty of the
customers by the customers. customers if
providing the
prompt service Provide a management
feedback box knows how to
wherein salon communicate
management and provide
can ask service based

43
question, or the on what the
customer can business has to
leave their offer.
feedback about
the service they
availed.
Empathy The salon Responding to In this they Salon
employees the concern will know if Management
shows proper and needs of they show
attention and customers. enough
care to their Provide a concern and
customers. feedback box attention to
for their their customer
customer. to satisfy them
more.
Assurance The salon Knowing from Helps prevent Salon
employees are the basic type from doing the Management
knowledgeable of service. same mistakes
about the again when
service they are Guarantee to interacting
providing to customer that with the
their customers they will have customers.
and is or receive the

44
trustworthy best, expected
and desirable
experience
when
purchasing or
availing the
service from
the salon.
Reliability The salon Provide service They can meet Salon
estimates the as accurate as the expectation Management
likelihood that possible. of their
services will customers.
sustain
performance
standards over
a given length
of time.
Chapter 4
CONCLUSION AND RECOMMENDATION
This chapter presents the conclusion drawn and the recommendation advanced as
the results regarding the Relevance of Service Quality to Customer Satisfaction Among
Beauty Salon in Binalonan, Pangasinan.

45
CONCLUSION
The following are the conclusions made by the researchers based on the foregoing
findings of the study.
1. Majority of the customers in acquiring the services that the salon offers are in the
age ranges 18-21 years old, most of them are female and some are few males, In
addition beauty salon is an establishment that offers a variety of cosmetic
gender.
2. Majority of the customers acquired services such as Hair color, Haircut, Blow
dry, Rebond, Rebond with Treatment, Pedicure and Lastly Manicure. Salon
nowadays not just accepting women in acquiring services that are offered in salon
Men can also acquire those services offered by the salon in which salons are
designed with comfort and relaxation in mind, offer a mini retreat away from
work, kids, and errands. If it's not time to get your hair trimmed or colored, a
soothing facial or massage is always a wonderful choice that’s why men and
women acquired those services.
3. In terms of services that may affect their customer satisfaction such as in
tangibility which customers agreed that they are satisfied because the salon
employees are well-dressed/neat in which they are satisfied with it.
Regarding in responsiveness customers agreed that they are satisfied because
personnel are approachable when you need assistance in which it has a biggest
46
factor affecting their satisfaction in acquiring the services offered by the salon.
In terms of empathy, customers agreed that it satisfied them when personnel ask
for customer’s feedback to know if they are satisfied, and they are being satisfied
when the salon have convenient business hours in which we all know that
empathy is when the salon employee gives proper attention and care to their
customers which leads to customer satisfaction in acquiring their services.
Regarding assurance in which assurance is when the salon employees are
knowledgeable about the service they availed and is trustworthy customers agreed
that they are satisfied with the professionalism of the employee in which to
conclude it is relevance to customers for them to be satisfied.
In terms of reliability, in which if the salon estimates the likelihood that services
will sustain performance standards over a given length of time it is relevance to
customers for them to be satisfied in which customers agreed that they are
satisfied when the employee of salon provides the services at the time it promises
to do so.
4. Those dimensions of service quality are needed by the salon for them to achieve
the customer satisfaction to customer that they offer services in Binalonan,
Pangasinan
5. In testing if there is a significant relationship between the profile of the
respondent and the service quality in terms of Tangibility, Responsiveness,
Empathy, Assurance and Reliability, the findings revealed that there is no
significant relationship between the Gender and Responsiveness, Gender and

47
Empathy, Gender and Assurance, Gender and Reliability, only Gender and
Tangibility has the significant relationship. Also in Age and Tangibility, it also
shows a positive correlation between the two and the rest shows no correlation.
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and Service Quality: a study of three Service sectors in Umeå. Simple search.
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Spyridoula Vryoni,Panteleimon Bakirtzoglou,Panagiotis Ioannou. (n.d.). Vryoni,

S. et al.: Customers' satisfaction and service quality of spa ... CUSTOMERS'
SATISFACTION AND SERVICE QUALITY OF SPA CENTERS IN GREECE.
Retrieved October 27, 2022, from
https://www.researchgate.net/profile/Panteleimon-Bakirtzoglou/publication/
322232333_CUSTOMERS
%27_SATISFACTION_AND_SERVICE_QUALITY_OF_SPA_CENTERS_IN_
GREECE/links/5a4cfb5caca2729b7c8b0f26/CUSTOMERS-SATISFACTION-
49
AND-SERVICE-QUALITY-OF-SPA-CENTERS-IN-GREECE.pdf?
origin=publication_detail
Yuksel, A. (n.d.). consumer satisfaction theories: A critical review - researchgate.

Consumer Satisfaction Theories: A Critical Review. Retrieved October 27, 2022,
from
https://www.researchgate.net/publication/258224400_Consumer_Satisfaction_Theo
ries_A_Critical_Review
Ehigie C. Johnson ,Jesse S. Karlay. (n.d.). Impact of service quality on customer

satisfaction - diva-portal.org. Impact of Service Quality on customer Satisfaction.
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http://www.diva-portal.org/smash/get/diva2:1246475/FULLTEXT01.pdf
Download 40 million pdfs for free. Academia.edu - Share research. (n.d.). Retrieved
October 27, 2022, from https://www.academia.edu/?
fbclid=IwAR1GdriEm6aEAFgaZLUaHWFlNuWTwcYtl0qIRNtaNrW4wm1-
CGNMI5oVxhY
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Gdn_Uv4_RUCC2IlNjCbbo
Juniele Deloria,Lyndell Altejar,Camille Dizon. (n.d.). Study of the Effects of

Customer Service Quality and Product Quality on Customer Satisfaction and
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stomer_Loyalty
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CGNMI5oVxhY
50
APPENDIX A
LETTER TO THE PROGRAM HEAD
November 3, 2022
MRS. MONA LIZA DC. ABANES, Ph.D.
Program Head, College of Business Administration
University of Eastern Pangasinan
Dear Ma’am;
Greetings! We, the undersigned are Bachelor of Science in Business
Administration major in Marketing Management students of our University, presently
conducting a study entitled “RELEVANCE OF SERVICE QUALITY TO
CUSTOMER SATISFACTION AMONG BEAUTY SALON IN BINALONAN,
PANGASINAN” As part of the requirements of the program.
51
In this regard, the undersigned request the approval of your good office to conduct
the data gathering and collection.
Thank you very much for your favorable approval and endorsement of this
request.
Respectfully yours,
Gayla, Gie Anne S. Delin, Maria Theresa M. Pedrozo, Jericho D.
Biscarra, Rachelle S. Grospe, Mary Lhea T.
Noted by:
JOHN CHRISTOPHER V. GARCES, DBA

Research Adviser
Approved:
MONA LIZA DC. ABANES, Ph.D.
APPENDIX B
LETTER TO THE RESPONDENTS
52
APPENDIX C
53
SURVEY QUESTIONNAIRE
“Relevance of Service Quality to Customer Satisfaction Among Beauty Salon in
Binalonan, Pangasinan”
Part I.
Direction: Check (✓) the following that correspond your answer on the space provided.
Age: ( ) 18 – 21 years old ( ) 30 – 33 years old

( ) 22 – 25 years old ( ) 34 – 37 years old
( ) 26 – 29 years old ( ) 38 and above
Gender: ( ) Male ( ) Female
Part II.
Check (✓) the following service/s that you avail at the salon:
( ) Blow Dry ( ) Gel Manicure ( ) Pedicure ( ) Eyebrow Threading
( ) Brazilian Keratin ( ) Manicure ( ) Foot Spa ( ) Eyelash Extension
( ) Brazilian Blow Out ( ) Others
( ) Color Highlights
( ) Hair Cellophane
( ) Hair Color
( ) Hair Cut
( ) Hair Curl/Perming
( ) Hair Extension
( ) Hair Keratin Treatment
( ) Hair Spa
( ) Highlights
( ) Hot Oil Treatment
( ) Rebond
( ) Rebond with Treatment
Part III.
54
4 – Highly Satisfied 3 – Satisfied 2 – Unsatisfied 1 – Strongly Unsatisfied

1 2 3 4
A. Tangibility
1.) I am satisfied with the physical
facilities and the visual appeal of the
salon.
2.) I am satisfied because the salon
employees are well-dressed/neat
3.) I am satisfied because the place is
very accessible and have enough
parking space for the customers.
uses modern equipment in providing
services.
5.) I am satisfied with the
arrangement of facilities because it is
well-ordered.
B. Responsiveness
1.) I am satisfied because the
personnel are polite and friendly.
have enough space for incoming
customers.
personnel inform how many minutes
it may take the service I avail to be
done.
4.) I am satisfied because personnel
are approachable when you need
assistance.
5.) I am satisfied because of the
positive response of personnel when
you ask for knowledge or information
in acquiring their service.
C. Empathy
1.) I am satisfied because they have
convenient business hours.
personnel are attentive to the needs of
55
the customers.
personnel respond to customer’s
concern.
4.) I am satisfied because they have
individual attention to customer.
5.) I am satisfied because personnel
ask for customer’s feedback to know
if they are satisfied.
D. Assurance
employees can provide all required
information about the service I avail.
employees are consistently courteous.
transaction are safe and accurate.
4.) I am satisfied with the
professionalism of the employee.
employees delivered the service in
efficient way.
E. Reliability
1.) I am satisfied because the services
realized as promised and accurate.
employees of salon provides the
services at the time it promises to do
so.
3.) I am satisfied when employee
keeps accurate records (reservations,
guest records, bills, orders, etc.).
4.) I am satisfied whenever the
employees provide the service as I
avail without any wrongs.
5. I am satisfied when the advertising
and promotional messages of the
salon reflect reality.
DOCUMENTATION
56
FLOATING OF QUESTIONNAIRE
This photo was taken when the researchers
personally floated the questionnaire to the
salons in Binalonan Public Market and
asked permission to the salon
owners/employees to conduct the said
study.
APPENDIX D
VALIDITY TOOL
Directions: Please read each statement in the valuation sheet and relate each statement
using the rating scale below by making a check (/) mark on the appropriate column of the
evaluation sheet.
57
Point Value Descriptive Valid Extent of Descriptive

5 Highly Valid (HV) At least 100% of the items are
appropriate and relevant.
4 Valid (V) At least 80% of the items are
3 Moderately Valid (MV) At least 60% of the items are
2 Fairly Valid (FV) At least 40% of the items are
1 Not Valid (NV) At least 40% of the items are
Indicators of Validity 5 4 3 2 1
1. Every item is stated clearly.
2. Every item is sufficiently comprehensive.
3. Every item corresponds to the subject matter.
4. Every item shows reasonable range of variation.
5. Every item is consistently to reality.
6. Every item is precise and exact.
7. Every item is correct and accurate.
8. Every item can be applied specifically for the
topic.
9. Every item responds to the objectives of the
study.
10. Every item is written the ability level of the
respondents.
_____________________________
Signature over Printed Name of the Evaluator
Statement about the Mean Description

items in questionnaire Experts Rating
A B C D E TOTAL
1. Every item is stated 4 4 5 3 5 4.2
clearly. (Valid)
2. Every item is 5 4 5 3 5 4.4
sufficiently (Valid)
58
comprehensive.
3. Every item 5 5 5 3 5 4.6
corresponds to the (Highly Valid)
subject matter.
4. Every item shows 5 5 5 3 5 4.6
reasonable range of (Highly Valid)
variation.
5. Every item is 5 5 5 3 5 4.6
consistently to (Highly Valid)
reality.
6. Every item is 5 4 5 3 5 4.4
precise and exact. (Valid)
7. Every item is 4 5 5 3 5 4.4
correct and (Valid)
accurate.
8. Every item can be 5 5 5 3 5 4.6
applied specifically (Highly Valid)
for the topic.
9. Every item 5 5 5 3 5 4.6
responds to the (Highly Valid)
objectives of the
study.
10. Every item is 5 5 5 3 5 4.6
written the ability (Highly Valid)
level of the
respondents.
Total Mean 4.8 4.7 5 3 5 4.5
(Highly Valid)
Point of Value Mean Scale DescriptiveRating
5 4.50 - 5.00 Highly Valid (HV)

4 3.50 - 4.49 Valid (V)
3 2.50 - 3.49 Moderately Valid (MV)
2 1.50 - 2.49 Fairly Valid (FV)
1 1.00 - 1.49 Not Valid (NV)
59
60
APPENDIX E
61
OTHER APPROVAL SHEETS
RESEARCH PANEL ACCEPTANCE FORM
Date: November 3,2022

Academic Year: 2022 – 2023
Semester: First Semester
This is to attest that I, DR. GLENDA B. GANZON, have agreed and accepted to
be the Research Panel Member of the following students/faculty:
GAYLA, GIE ANNE S.

BISCARRA, RACHELLE S.
DELIN, MARIA THERESA M.
GROSPE, MARY LHEA T.
PEDROZO, JERICHO D.
with the research/thesis title “Relevance of Service Quality to Customer Satisfaction

among Beauty Salon in Binalonan, Pangasinan” Furthermore, I agree to set the
schedule for consultation; and to be readily available and present during the scheduled
defense to help the researcher/s and to ensure the success of the study.
Conformed:
DR. GLENDA GANZON,
Signature over printed name
Noted: Noted:
MR. JOHN CHRISTOPHER V. GARCES, DBA DR. MONA LIZA D. ABANES,
Ph.D.
Signature over printed name Signature over printed name
Program Research Coordinator Program Head
62

This is to attest that I, MR. JOSHUA T. ANDRADA, MBA , have agreed and
accepted to be the Research Panel Member of the following students/faculty:
GAYLA, GIE ANNE S.

PEDROZO, JERICHO D.
with the research/thesis title Relevance of Service Quality to Customer Satisfaction

among Beauty Salon in Binalonan, Pangasinan Furthermore, I agree to set the
Conformed:
MR. JOSHUA T. ANDRADA, MBA
Noted: Noted:
Ph.D.
63

This is to attest that I, DR. MONA LIZA D. ABANES, have agreed and accepted
to be the Research Panel Member of the following students/faculty:
GAYLA, GIE ANNE S.

PEDROZO, JERICHO D.

Conformed:
DR. MONA LIZA D. ABANES
Noted: Noted:
Ph.D.
64
RESEARCH ADVISER AND ADVISEE

MEMORANDUM OF AGREEMENT
KNOW ALL MEN BY THESE PRESENTS:
This agreement is made and entered into this 26 th day of August 2022, in
Binalonan, Pangasinan by and between:
The Mr. John Christopher V. Garces, from the College of Business Administration,
hereinafter referred as “Adviser”
- and -
The Student Researcher/s Gayla, Gie Anne, Biscarra, Rachelle, Delin, Maria Theresa,
Grospe, Mary Lhea and Pedrozo, Jericho. from the College of Business
Administration in University of Eastern Pangasinan.
hereinafter referred as “Advisee/s”
WITNESSETH:
WHEREAS the Adviser is preferably a full-time faculty/employee of the
University of Eastern Pangasinan, with Master’s degree of Thesis track or with research
experience (evidenced by research outcomes or publications) in lieu of a thesis, and an
expert in the field of study conducted by her/his Advisees;
WHEREAS advisee/s is/are students enrolled in research subject as a
requirement of the degree Bachelor of Science in Business Administration Major in
Marketing Management who seeks advice and guidance in the conduct of a Research
Project.
NOW, THEREFORE, the two parties hereby agree to enter into this Agreement
under the following terms and conditions:
Adviser shall:
1. Assist the students in the selection of research topics/titles.
2. Help the students in the proper conduct (through regular and close monitoring) of
research work according to the set timetable to ensure integrity and high-quality output.
3. Review/check submitted proposals, questionnaires, and other chapters/aspects of the
research paper.
65
4. Provide not only technical expertise but moral guidance as well to students while the
latter are working on their research project.
5. Conduct mock defense prior to the oral defense, when necessary.
6. Monitor participation or involvement of group members by accomplishing the
consultation matrix form.
7. Attend the defense of their advisee/s as observer.
8. Submits signed and book bounded final manuscript to the department
9. Attend orientation set by the UEP Research Office.
Advisee/s shall:
1. Follow the work schedule stipulated in the planned of activities agreed with the
adviser.
2. Include adviser as co-author of the research paper.
3. Follow stringent quality assurance measures such as professional editing, plagiarism,
grammar and readability tests, reference and intercontinental literature sources checking.
4. Pay defense fee of P500.00 per researcher/defense prior to scheduled defense.
The parties further agree that any financial benefit arising from the study such as
grants and awards shall go to the advisee and co-author/s while benefit from publication
shall go to the rank and promotion of the adviser.
The parties further agree that any Copyright of the output of this collaboration
shall belong to the advisee/s, co-author and University of Eastern Pangasinan; and subject
to terms and agreements for publication and utilization of any external parties.
In WITNESS WHEREOF, the parties have hereunto set their hands on the date and
place above-written.
ADVISEE/S
GAYLA, GIE ANNE S.
PEDROZO, JERICHO D.
66
ADVISER
MR. JOHN CHRISTOPHER V. GARCES
Witnesses:
DR. MONA LIZA DC. ABANES
MR. JOSHUA ANDRADA
MS. JEAN DELA CRUZ
MS. AIDA GANITUAN
Research Teacher
Program Research Coordinator
DR. MONA LIZA DC. ABANES

Program Head
67
RESEARCH ADVISER ACCEPTANCE FORM
Date: August 30, 2022

Academic Year: 2022-2023
This is to attest that I, JOHN CHRISTOPHER V. GARCES, DBA, have agreed

and accepted to be the Research Adviser of the following students/faculty:
GAYLA, GIE ANNE S.

PEDROZO, JERICHO D.

schedule for follow up, advising and consultation; and to be readily available and present
during the scheduled defense to help the researcher/s and to ensure the success of the
study.
Conformed:
JOHN CHRISTOPHER V. GARCES, DBA,
Noted: Noted:
JOHN CHRISTOPHER V. GARCES, DBA DR. MONA LIZA D. ABANES
68
LETTER TO THE ADVISER
November 3, 2022
MR. JOHN CHRISTOPHER V. GARCES, DBA
Instructor, College of Business Administration
University of Eastern Pangasinan
Sir.
We, the third year Bachelor of Science in Business Administration major in Marketing
Management students of University of Eastern Pangasinan are currently working on a
research entitled “RELEVANCE OF SERVICE QUALITY TO CUSTOMER
SATISFACTION AMONG BEAUTY SALON IN BINALONAN, PANGASINAN”
In this regard, we would like to request your professional assistance to be our adviser.
Your favorable action on the above request will truly help us in the completion of our
research work.
Thank you very much and we highly appreciate your time and effort.
Respectfully yours,
Gayla, Gie Anne S. Delin, Maria Theresa M. Pedrozo, Jericho D.
Biscarra, Rachelle S. Grospe, Mary Lhea T.
Noted:
MONA LIZA DELA CRUZ, ABANES, Ph. D.
Dean, college of Business Administration
Approved:
JOHN CHRISTOPHER V. GARCES

69
EXTERNAL VALIDATORS
This photo screenshot of conversation of some of the researchers who approached
online the external validators for the research study for the validation of the statement of
the problem and questionnaire and to answer the evaluation sheet.

70
RESEARCH ETHICS REVIEW APPLICATION
RESEARCH TITLE
Relevance of Service Quality to Customer
Satisfaction Among Beauty Salon in Binalonan,
Pangasinan.
NAME/S OF
RESEARCHER/S AND Lead Researcher: Gayla, Gie Anne S.
EMAIL giesurnipgayla@gmail.com
Co-researchers
1. Biscarra, Rachelle V.
Rachelleviscarra21@gmail.com
2. Delin, Maria Theresa

delinmariatheresa@gmail.com
3. Grospe, Mary Lhea

Mleduc2001@gmail.com
4. Pedrozo, Jericho
pedrozojericho@gmail.com
DEPARTMENT/COLLEGE College of Business Administration
PLANNED START OF
RESEARCH (DATE) August 15,2022
SEMESTER AND First Semester of Academic Year 2022 – 2023
ACADEMIC YEAR
PLANNED END OF
RESEARCH (DATE) December 9, 2022
SEMESTER AND First Semester of Academic Year 2022 – 2023
ACADEMIC YEAR
SOURC E OF FUND
(if applicable)
Has your study been reviewed by other Ethics Review Board?

___ yes (state the status, where and when was it reviewed)
______________________________________________
✓ no
71
72
73
74
RESEARCH ETHICS CHECKLIST
RESEARCHER/S’ DETAILS
RESEARCH TITLE Relevance of Service Quality to Customer
Satisfaction Among Beauty Salons in Binalonan,
Pangasinan.
NAME/S OF
RESEARCHER/S AND Lead Researcher: Gayla, Gie Anne S.
EMAIL giesurnipgayla@gmail.com
Co-researchers
1. Biscarra, Rachelle S.
Rachelleviscarra21@gmail.com
2. Delin, Maria Theresa M.

delinmariatheresa@gmail.com
3. Grospe, Mary Lhea T.

Mleduc2001@gmail.com
4. Pedrozo, Jericho D.
pedrozojericho@gmail.com
DEPARTMENT/COLLEGE College of Business Adminitration

SEMESTER AND First Semester
ACADEMIC YEAR A.Y. 2022 – 2023
Does your study involve human participants?

✓ yes ___no
* If your answer is “yes”, proceed complying the checklist below
Check the appropriate answer for each question:

SOURCE OF DATA
1. How will the data be gathered? (check all that applied?
_____ personal interview _____ telephone interview
_____ internet survey _____ telephone survey
_____ observation _____ focus group
_____ self-administered questionnaire _____ others (specify)
✓ researcher - administered
questionnaire ________________________________
Pre- existing data from human participants

(answer the questions below if you check this item)
Where the data of the study be sourced?

75
Is the data publicly available? yes (indicate where the data set is
available)
____ no (indicate/attach the approval authority

for access)
Was the original data set originally collected yes ( attach the Consent Form used in the
for the present study’s purpose? original study)
____ no ( attach the Information Collection

Statement)
Does the original data set contain sensitive ____ yes (describe the type of sensitive data to
data? be used in the present research)
no
Does the original data set have personal ____ yes

identifiers? ____ direct (personal details)
____ indirect (used code)
no
Will new data be collected and analyzed yes

along with data from the existing data set?
____ no
* Answer the questions below if new data will be collected

SAMPLING DETAILS
Number of respondents 100 respondents
Location of the respondents Binalonan Public Market Poblacion Binalonan,

Pangasinan
Duration of data collection First Semester of the A.Y. 2022 – 2023
Who will collect the data? Researchers
Locale of the study Fifty customers of salons in Binalonan Public

Market
Employed technique to ensure voluntary Request letter for the salon shop owner to conduct
consent from participants? the floating of questionnaires to the customer.
Informed consent answered and signed by the
respondents
76
DATA RETENTION
How long will the data of participant with Three (3) years.
identifiers be kept after the publication?
How long will the anonymized data be Three (3) years.

kept after the publication ?
PROCEDURE FOR INFORMED CONSENT

How will informed consent be recorded? (check all that applies)
✓ Written Consent
____ Audio-recorded Consent
____ Online/Email recorded Consent
____ Others (specify)
__________________________
STUDY THAT NEEDS FULL REVIEW

YES NO
1. Will the study involve recruitment of staff/employees of UEP or other ✓
agency?
2. Does the study involve participants age 18 and below who are unable to ✓
give informed consent?
3. Does the research involve potentially vulnerable groups: children, those ✓
with cognitive impairment, or those in unequal relationships?
4. Will there be a possibility that the research can induce physical harm to ✓
the subject?
5. Will there be a possibility that the research can induce psychological ✓
harm to the subject?
6. Will the participants be informed that they will be observed? ✓
7. Will there be a possibility that the research can induce emotional ✓
discomfort to the subject?
8. Will the study require the cooperation of a gatekeeper or another person ✓
in authority for initial access to the groups or individuals to be recruited?
(eg students at school, members of self- help group, residents of nursing
home?)
9. Will it be necessary for participants to take part in the study without ✓
77
their knowledge and consent at the time? (eg covert observation of people
in non- public places)
10. Will the study involve discussion of sensitive topics? (eg sexual ✓
activity, drug use, politics)
11. Are drugs, placebos or other substances (eg food substances, vitamins) ✓
to be administered to the study participants, or will the study involve
invasive, intrusive or potentially harmful procedures of any kind?
12. Will tissue samples (including blood) be obtained from participants? ✓
13. Will genetic samples be extracted from the obtained biological ✓
samples?
14. Is pain or more than mild discomfort likely to result from the study? ✓
15. Could the study induce psychological stress, discomfort, anxiety or ✓
cause harm or negative consequences beyond the risks encountered in
normal life?
16. Will the study involve prolonged or repetitive testing? ✓
17. Will the research involve administrative or secure data that requires ✓
permission from the appropriate authorities before use?
18. Is there a possibility that the safety of the researcher may be in ✓
question? (eg in international research: locally employed research
assistants)
19. Does the research involve members of the public in a research capacity ✓
(participant research)?
20. Does the research involves government officials? ✓
21. Does the research involves top management of an institution, ✓
organization or company?
22. Will the research take place outside the Philippines? ✓
23. Will the research involve respondents to the internet or other ✓
visual/vocal methods where respondents may be identified?
78
79
RESEARCH ETHICS CLEARANCE

80
APPENDIX F
RESULT BUDGETARY EXPENSES
Amount
Pre Oral Defense Fee 150
Pre Oral Panel Fee 350
Final Defense Fee 300
Final Panel Fee 700
TOTAL P 1500
Printing/ Hardbound 2,000
Transportation/ Travel 500
TOTAL P 2,500
81
PRE ORAL PANEL FEE RECEIPT
Photo proof of payment/receipt for panel fee for pre- oral defense.
APPENDIX G
RESEARCHERS RESUME
CURRICULUM VITAE
A. Personal Data
Name: Gie Anne S. Gayla
Age: 21
Date of Birth: September 21, 2001

82
Place of Birth: Urdaneta City, Pangasinan
Address: #32 San Felipe Central Binalonan, Pangasinan
Religion: Christian
Contact Number: 09456049728
Email Address: giesurnipgayla@gmail.com
Name of Father: Ferdinand T. Gayla
Name of Mother: Anna Liza S. Gayla
B. Educational Background
Primary: Binalonan North Central School SPED Center

2008– 2014
Secondary:
Junior High School Juan G. Macaraeg National High School
2014-2018
Senior High School ABE International College of Business and

Accountancy
E.A. Cabrera Bldg., Mc Arthur Hi-way, San Vicente,
Urdaneta City, Pangasinan
2018-2020
Tertiary: University of Eastern Pangasinan

Mc Arthur Highway, Canarvacanan
2020 – 2024
Course: Bachelor of Science in Business Administration

Major in Marketing Management
83
CURRICULUM VITAE
A. Personal Data
Name: Rachelle S. Biscarra
Age: 22
Date of Birth: October 10, 2000
Place of Birth: Pozorrubio, Pangasinan
Address: Malokiat, Pozorrubio,Pangasinan

84
Religion: Christian
Email Address: rachelleviscarra21@gmail.com
Name of Father: Rodulfo Biscarra
Name of Mother: Elorde Biscarra
Primary: Malokiat Elementary School

Malokiat Pozzorubio Pangasinan
2007-2013
Secondary:
Junior High School Don Benito Agro-Industrial High School
Don Benito Pozzorubio Pangasinan
2013 – 2017
Senior High School Don Benito Agro-Industrial High School

Don Benito Pozzorubio Pangasinan
2017 – 2019

2020 – 2024

CURRICULUM VITAE
A. Personal Data
Name: Maria Theresa M. Delin
Age: 26
Date of Birth: January 14, 1996
Place of Birth: Pao Manaoag Pangasinan
Address: 164 Pao Manaoag, Pangasinan

85
Religion: Roman Catholic
Email Address: theresadelin@yahoo.com
Name of Father: Delfin C. Delin
Name of Mother: Maricel M. Delin
Primary: Pao Elementary School

Pao Manaoag Pangasinan
2007-2008
Secondary:
Junior High School: Manaoag National High School
Manaoag Panagasinan
2002 – 2008
Vocational: Bright International School

Computer Hardware Servicing NCII
2014 – 2015

2019 – 2024

CURRICULUM VITAE
A. Personal Data
Name: Mary Lhea T. Grospe
Age: 21
Date of Birth: September 08, 2001
Place of Birth: Sta.Maria Norte Binalonan Pangasinan
Address: Sta. Maria Norte Binalonan, Pangasinan

86
Religion: Roman Catholic
Email Address: mleduc2001@gmail.com
Name of Father: Pablo D. Grospe
Name of Mother: Angielyn T. Grospe
Primary: Sta. Maria Elemtary School

2008– 2014
Secondary:
Junior High School Sta. Maria National High Schoo
2014-2018
Senior High School MATH Excellence Academy of Binalonan Inc.

Mc. Arthur Highway, Canarvacanan
Binalonan,Pangasinan
2018-2020

2020 – Present

CURRICULUM VITAE
A. Personal Data
Name: Jericho D. Pedrozo
Age: 20
Date of Birth: January 19,2002
Place of Birth: Bobonan West, Pozzorubio, Pangasinan
Address: Bobonan West, Pozzorubio, Pangasinan

87
Religion: Iglesia Ni Cristo
Email Address: pedrozojericho@gmail.com
Name of Father: Orlando V. Pedrozo
Name of Mother: Maggie D. Pedrozo
Primary: Bobonan Central School

Bobonan, Pozzorubio, Pangasinan
2008 – 2014
Secondary:
Junior High School Bobonan National High School
Bobonan, Pozzorubio, Pangasinan
2014 – 2018
Senior High School University of Luzon

Pozzorubio, Pangasinan
2018 – 2020

2020 – 2024


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1

Name and Address of Institution: University of Eastern Pangasinan

Course: Bachelor of Science in Business

Semester and School Year: Second Semester S.Y. 2021-2022

Adviser: John Christopher Garces, MBA

Title of Research Study: Relevance of Service Quality and

Key Terms: Satisfaction, Business, Beauty Salon

on Customer Satisfaction among Beauty Salon in Binalonan, Pangasinan. This study

will serve as their basis and reference for further studies.

addition beauty salon is an establishment that offers a variety of cosmetic

female are more frequent to go to salon to avail a business.

as qualification increases, the necessity for ambience factor also increases.

“Looking good and feeling confident‟ is of utmost priority to consumers in

general and women in particular.

male, In addition beauty salon is an establishment that offers a variety of cosmetic

female are more frequent to go to salon to avail a business.

as qualification increases, the necessity for ambience factor also increases.

“Looking good and feeling confident‟ is of utmost priority to consumers in

general and women in particular.

THE PROBLEM AND IT’S BACKGROUND

Background of the Study

increase the competitiveness of beauty facilities, their challenge is to find ways to

enhancing service quality, to continually grasp consumer trends and customer

In the post pandemic world, the parameters for customer satisfaction

have changed considerably (Monmousseau et al., 2020; Srivastava and Kumar,

2021; Wu et al., 2021). Pandemic has made personal interaction more

challenging (Brown, 2020). To be less vulnerable to becoming severely ill with

the virus, customers prefer touchless digital mediums of communications. For

example, Mason et al. (2021) concluded that pandemic has altered customers’

customers satisfaction. Giving excellent customer service is becoming increasingly vital

as time passes in every organization.

With the study of Sulaiman et al entitled “Customer Satisfaction and Service

whether it is meant for a product or a service. Customers satisfaction is at the heart of

or service from the organization, understanding customer satisfaction is an effective

Customer satisfaction is a critical aspect of a company's product since it determines the

Nowadays, customer satisfaction is a very significant factor in determining how

products if a corporation does not care about their satisfaction.

As in the study of Panicker (2017) entitled “A Study on the Service Quality

Attributes of Parlor Service Employees and Their Contribution to Customer Satisfaction

parlor service employee.

To meet the economy's expanding demand, businesses must deliver high-quality

services, as well as consumers satisfaction. In marketing, the word "customer

and services meet or exceed customer expectations.

As cited in the study of Suria Sulaiman et. al (2020) that according to

satisfied. A lack of expertise on the part of the employees and an uncomfortable

correlated to service staff.

Along with Commence (2020) “What Factors Influence Customer Satisfaction?”

Moreover Panicker and Muhammad (2017) supported the idea that

beauticians/hairdresser at the parlor has great contribution in gathering satisfaction of

China, Hong Kong, and South Korea.

Also in the study of Sureka et al (2017) entitled “Customer Satisfaction and

R. Jayasathya and P. Priya on 2019 conducted “A Study on Customer Preference

the service preference of the beauty salon in terms of reliability, responsiveness,

empathy, assurance and tangible dimension of service quality. It is emphasized that

improving the customer preference with service offerings.

Also, customer satisfaction is a metric that encourages a greater focus on the

customer's outcome while also encouraging improvements in the company's work

methods and processes.

providers to match expected service with perceived service to achieve customer

Moreover Aleksandar et al, service is known as tangible because it cannot be

business may provide to its customer; on how will they serve.

high-end parlors found to be immensely satisfying. The common service-quality factors

need of the client, and the working.