Group 6

Hernandez Shyra Joy V.

Laxamana, Mary Emmanuelyn T.
Malicad Aviel
Perez, Marisol

Proposed Title:

Assessing the Service Quality provided by PLDT Inc. to the Consumer of Poblacion

Malvar, Batangas towards Customer Loyalty

Article 1: Application of Analytical Hierarchy Process in the Comparison of Internet

Service Providers (PLDT, Globe, and Converge) in the Philippines

Findings: Based on the Analytical Hierarchy Process (AHP), it is given in the table that the best

alternative for Internet Service Provider is Globe. As stated in the table, the first criteria showed

that the three alternatives have the same result of value. This information was obtained from the

expert choice and it resulted in the internet service provider rankings. In the second criteria, it is

shown that PLDT is the smallest value while Globe and Converge had the same result.

Gap: A the use of other approaches for making a decision is essential for the advancement of

future research. Furthermore, an analysis of the criteria applicable to the decision-making

process may be conducted in advance.

Reference: https://ieomsociety.org/proceedings/2021rome/639.pdf

Article 2: Role of Service Quality in Improving Customer Loyalty towards Telecom

Companies in Hungary during the COVID-19 Pandemic

Findings: The results of our study revealed that service quality and perception towards

promotional packages positively influence customer loyalty among both Hungarian and foreign

customers. On the other hand, customer delight significantly influences customer loyalty only

among foreign customers. The results also proved the mediating role of promotional packages

and customer delight between service quality and customer delight. This study will provide

significant practical implications for managers of telecom companies in Hungary.

Gap: Future studies can be conducted on different sectors by following the model presented in

this study. The current study did not identify the impact of demographic variables such as age,

gender, and income on customer loyalty, hence future researchers can identify its impact on

customer loyalty. Future studies can add more variables into the model such as customer

satisfaction, trust, perceived value, and customer expectation, etc. This study did not clarify the

services provided by the company, so future studies can focus on different services and then,

based on service quality, can identify loyalty.

Reference: Naz, F., Alshaabani, A., Rudnák, I., & Magda, R. (2021b). Role of Service Quality in

Improving Customer Loyalty towards Telecom Companies in Hungary during the

COVID-19 Pandemic. Economies, 9(4), 200. https://doi.org/10.3390/economies9040200

Article 3: Strategic Business Model for Telecommunication Companies in the Philippines

Findings: The research concludes that the telecommunication industry in the Philippines is

generally competitive as evident in the result of the Porter’s Five Forces Model. The internal and

external factors affecting the said industry showed that there are several important issues that

each industry player must address. To achieve sustainability, each telecommunication company

should consider the different strategies presented in the TOWS matrix as they address the various
telecommunication companies’ weaknesses and threats. On the other hand, the strategies

enumerated also signify how each player can take advantage of the opportunities in the

telecommunication industry and how to level-up the strengths of each player.

Gap: The study was fundamentally empirical research. The date was collected from secondary

sources such as news articles, telecommunication company websites, government reports and

documents, information from NTC, and other studies and researches on the status of the

Philippine telecommunication industry.

Reference: https://www.researchgate.net/profile/Jean-Paolo-Lacap-2/publication/

282977462_Strategic_Business_Model_for_Telecommunication_Companies_in_the_Philippines

/links/5624ff8508aeedae57dacc64/Strategic-Business-Model-for-Telecommunication-

Companies-in-the-Philippines.pdf

Article 4: Formulating the Philippine Services Strategy for Inclusive Growth

Findings: The Philippines has one of the most restrictive policy regimes for services in the world.

Moreover, anti-competitive business practices take place, at times despite the presence of

industry regulators. Both regulatory measures and non-regulatory measures undermine the

efficient supply of services to users.

Gap: Ex-ante and ex-post studies of services reform indicate significant benefits from removing

restrictions on the supply of services. Moreover, gains are greater when comprehensive sectoral

reforms are undertaken which not only remove discriminatory measures but also create a pro-

competition environment. As part of the services strategy, a trade-related audit of the`A laws and

regulations affecting services should be conducted with the view of removing the laws and

regulations whose policy objective is no longer relevant or could be achieved by a less restrictive

measure.
References: https://www.econstor.eu/bitstream/10419/126981/1/pidsdps1422.pdf

Article 5: Filipino Millennials Motivational Behavior Toward Mobile Service Providers and

Its Brand Advertising

Findings: This descriptive-correlational study which involved survey among 278 participants and

investigated how Filipino millennials think, feel, and behave toward mobile service providers’

brand image and advertising initiatives. Filipino millennials believe that advertising can

influence their brand preference and choice. Aside from the satisfaction of network coverage and

quality, this generation strongly believes that advertising can influence the loyalty of subscribers.

Overall, the respondents are satisfied with the current mobile service providers’ advertising

initiatives and information dissemination and believe that the mobile service provider advertising

initiatives can influence the loyalty as customers.

Gap: Future studies on consumer behavior should concentrate on understanding the desires

and motivations, which can be applied in real-world situations. Future research should also

embrace the challenge of the new era where technology is disrupting everything. A brand is

not only a powerful tool, but also a selection criterion which consumer base their decision.

More attention and focus should be given to psychological components of attitude of

consumers. Expose gaps that will lead every researcher to discover meaningful insights that

can contribute to the body of knowledge, the academe and the industry. Researchers should

expand the scope of their studies and go beyond the consumer’s purchase and usage

behaviors. Greater emphasis may be placed on non-purchase modes (e.g., motivation and

loyalty) of their behavior, such as how they are as subscribers, and how they perceive brand
advertisements. They may cover other areas such as consumer learning, perception, decision

making, attitudes, and personality.

Reference: Rivera, G. A. (2021). Filipino millennials motivational behavior toward mobile

service providers and its brand advertising. International Journal of Academe and

Industry Research, 2(4), 32–56. https://doi.org/10.53378/352080

Article 6: Value innovation activities in the wireless telecommunications service sector: A

case study of the Malaysian market

Findings: Without a doubt, the Malaysian telecommunications sector has proved to be a very

competitive and rapidly changing business industry that has caused major advancements in

wireless technologies and a massive increase in the number of subscribers as well as the

penetration rate. However, there was also a fierce competition in the tariff rate experienced by

the market as numerous services and bundle plans were offered. The situation worsened with the

entry of new non-traditional players like the MVN operators, the introduction of OTT

applications and the accessibility of WNP service.

Gap: In accordance with this, the service providers need to improve customer satisfaction and

promote customer loyalty by ensuring an outstanding customer value that fulfills customer’s

requirements and expectations for long-lasting success and survival.

Reference: https://digitalcommons.usf.edu/cgi/viewcontent.cgi?article=1125&context=globe

Article 7: Work from home connection: a cluster analysis based on the Internet service

attributes towards subscribers’ profile

Findings: Results generated four significant clusters, which were named service value expecters,

average expecters, low expecters and high expecters. Most of the subscribers are under the high

expecters, followed by the service value expecters. The age and income of the subscribers are the

profile that can affect the formulation of clusters in the Internet service industry. Those people in

the younger age groups can be seen as more demanding, while older people tend to be content

with the Internet service. Counter-intuitively, people with higher income seem to be more easily

satisfied with Internet service features, while those people with lower income seem to be more

demanding. Educational attainment and the number of household members do not have a direct

effect on the formulation of clusters of Internet subscribers.

Gap: Future research is recommended to be pursued with the objective of including other

variables that might affect the considerations of home Internet subscribers. It can also be

recommended to increase the sampling frame to cover more respondents. Qualitative research for

the purpose of discovering possible reasons why as people age and as people increase their

income, they become less demanding or indifferent to the Internet attributes.

Reference: Paulino, E. P., & Esteban, G. C. (2022). Work from home connection: a cluster

analysis based on the Internet service attributes towards subscribers profile. Digital

Transformation and Society, 2(1), 60–77. https://doi.org/10.1108/dts-07-2022-0033

Article 8: Assessment of the Structure, Conduct, and Performance of the Philippine

Telecommunications Industry

Findings: An application of the traditional structure-conduct-performance (SCP) paradigm shows

that the industry is highly concentrated with significant barriers to entry such as capital
requirements, subscriber base, and brand image. The market structure is likely strongly

influenced by the conduct of the incumbents such as Globe’s and PLDT’s buffet pricing, bundled

product offering, and innovations. And both market structure and conduct of the incumbents

impact the market performance industry EBITDA margins, ROEs and ROAs have been

healthy. An analysis of industry performance using metrics appropriate for an industry

characterized with sunk costs and economies of scale and scope shows that the industry players

do not exercise abusive market power. The present two-player structure is characterized as

fiercely competitive. However, the market realities of capital intensity, sunk costs, and

economies of network size prevent a realistic entry of a private third player. Only a publicly-

owned third player, that builds a “lastmile” network that is financially not viable for private

operators to build, can complement the coverage gap in the present network.

Gap: The recommendations of the Philippine Broadband: A Policy Brief are analyzed. First, the

proposal to adopt an open access network infrastructure model requires a restructuring or

structural separation of the existing system. Moreover, the performance of the UK open-access

system is far from its expectations, and even the Singapore “open-access” system has aspects

akin to the vertically integrated system. Second, the need to update ICT laws and policies is a

recommendation which is difficult to disagree with. Third, promoting IP peering is reasonable,

but infrastructure-sharing requires government incentive scheme to encourage infrastructure

investments by incumbents and avoid a free-lunch behavior by new and small entrants. Fourth,

updating of ICT strategy and plan can be undertaken by the newly-created DICT. Long-term

plans must be sustainable and cannot be driven by a flavor-of-the-month shift from one model to

another. The update should address the historical gap between targets and performance. Fifth,

spectrum management and allocation in the Philippines can be improved, but it might require the
institutional strengthening of NTC’s capacity. And sixth, the policy brief characterizes the

telecommunications industry as “less competitive and effectively a duopoly.” Our market and

competitive analysis of the industry points to fierce competition between Globe and PLDT, and

the earnings by the incumbents over the long run are not too high as to attract new players in less

concentrated “last-mile” areas whose infrastructure deployment cost is far higher compared to

dense urban areas.

References: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2912238

Article 9: The level of satisfaction of internet café users

Findings: Findings reveal that most of the customers or internet users are females and single in

status ages 16–20 years old. In terms of the educational attainment, most of them are in the

tertiary level and are believers of the Roman Catholic faith. As to the problems encountered with

the use of the internet, most of the users respond that slow access is the lingering issue when

going online. Further, findings reveal that the level of satisfaction of internet users is moderately

satisfied. To determine the significant difference in the level of satisfaction of customers when

grouped according to demographic profile and problems encountered, the t-test for independent

samples and analysis of variance are utilized. Results further disclose that age, sex, civil status,

religious affiliation, educational attainment, occupation, gross monthly income and the problems

encountered do not show any significant difference with regards to their level of satisfaction.

Empirical results of this study may contribute to the internet café owners and operators as this is

essential to improve the competitiveness of the internet café operators or owners by giving much

emphasis on the services offered beyond what internet can provide to achieve superior customer

satisfaction.
Gap: Findings reveal that most of the customers or internet users are females and single in status

ages 16–20 years old.

Reference: Title: The level of satisfaction of internet café users. (2018).

https://www.indianjournals.com/ijor.aspx?

target=ijor:ijarmss&volume=7&issue=12&article=017

Article 10: Impact of Service Quality, Trust and Perceived Value on Customer Loyalty in

Malaysia Services Industries

Findings: The study found that there is positive relationship between service quality and trust,

service quality and perceived value, trust and customer loyalty and perceived value and customer

loyalty. Consequently, based on findings, service quality, trust and perceived value are

considered to be antecedents of customer loyalty.

Gap: Suggest that customers’ loyalty may have a significant impact on the revenue of the

Malaysian services sector. Hence, while managers attempt to create profitable strategies for the

company and try to develop larger market share, they should not forget the importance of

customer loyalty. Attention should be given to loyalty of customer in strategy development to

maintain service quality, improve trust and increase customer perceived value.

Reference: Rasheed, F. A., & Abadi, M. F. (2014). Impact of service quality, trust and perceived

value on customer loyalty in Malaysia services Industries. Procedia - Social and

Behavioral Sciences, 164, 298–304. https://doi.org/10.1016/j.sbspro.2014.11.080

Article 11: Effects of service quality and customer satisfaction on customer loyalty in high-

speed rail services in Taiwan

Findings: Service quality and customer satisfaction as perceived by 1235 passengers on high-

speed rail (HSR) services in Taiwan were examined using structural equation modeling

(SEM) to explain customer loyalty. The relationships among the constructs in the SEM

model were tested,

namely: service quality, customer satisfaction and customer loyalty. Results indicated

that the five service quality attributes in HSR services with which passengers most agreed

were car cleanness, followed by neat appearance of employee, employee service attitude,

comfort of air conditioning, and on-time performance. Findings also revealed

that service quality had a positive effect on customer satisfaction and customer loyalty,

while customer satisfaction had a positive effect on customer loyalty. Theoretical and

practical implications of the findings for HSR services are discussed.

Gap:

Reference: Chou, P. F., Lu, C., & Chang, Y. (2014). Effects of service quality and customer

satisfaction on customer loyalty in high-speed rail services in Taiwan. Transportmetrica,

10(10), 917–945. https://doi.org/10.1080/23249935.2014.915247

 Assessing the Service Quality provided by PLDT Inc. to the Consumer of Poblacion

Malvar, Batangas towards Customer Satisfaction

Theoretical Framework

The researcher reviewed course readings and pertinent research studies for theories and

analytic models that are relevant to the present research problem investigated. This section

discusses theories of service quality and customer satisfaction.

The first part of the researcher reviewed theory is the SERVQUAL scale also known as

gap model by Parasuraman, et. Al. (1988) has been proven to be one of the best ways to measure

the quality of services.

Statement of the Problem

1. What is the Demographic Profile of the respondents in terms of:

 1.1 Age

1.2 Sex

1.3 Occupation

1.4 Monthly income

2. How do respondents assess the service quality provided by PLDT Inc. in terms of:

2.1 Assurance

2.2 Responsiveness

2.3 Reliability

2.4 Empathy

3. Is there a significant relationship between