ABM-TRADERS-GROUP #2

VOICES OF DELIVERY RIDERS

ON THE CONCEPT OF
‘CUSTOMER IS ALWAYS RIGHT’
PRE-ORAL DEFENSE
PRESENTERS:
DEQUILLA, JENIFER L.
DALIPE, ALBEN JOHN C.
LASQUITE, KHIM AIDRIAN L.
QUIOGE, ANGEL L.
PEROY, JAMES BENEDICT
BARRIOS, KEZIAH JOY L.
LEGADA, ANA LYKA C.

PRACTICAL RESEARCH 1- QUALITATIVE RESEARCH DR. HIZZLE B. PAGUNTALAN-

Facilitator
 ABM-TRADERS-GROUP #2

BACKGROUND OF THE STUDY

“Customers are the lifeblood of every business where success of business relies
on customer service.” - J. Rampton.
The food delivery industry has experienced rapid growth in recent years, with an
increasing number of customers relying on delivery services for their meals/products.
However, this growth has also led to an increase in the pressure placed on delivery
riders to provide fast and efficient service to customers. As a result, the concept of
'customers are always right' has become deeply ingrained in the industry's culture, often
at the expense of delivery riders' well-being. Delivery riders may face mistreatment and
abuse from customers who feel entitled to demand unrealistic or unreasonable
requests, leading to negative consequences for their job satisfaction and mental health.
This study seeks to explore the experiences of delivery riders in relation to the concept
of 'customers are always right', with the aim of identifying ways to improve the work
environment and promote fair treatment for delivery riders.

PRACTICAL RESEARCH 1- QUALITATIVE RESEARCH DR. HIZZLE B. PAGUNTALAN-

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THEORETICAL FRAMEWORK
OF THE STUDY
 The theoretical and conceptual framework of this study revolves around the
concept of 'The Customer is Always Right' and its impact on customer satisfaction,
specifically in the context of delivery riders in Lambunao. The study draws upon
the Theory of Dissonance as a theoretical lens to understand the cognitive
dissonance experienced by delivery riders when the customers' expectations clash
with their own perspectives and beliefs.
 The Theory of Dissonance, proposed by Leon Festinger (1957), suggests
that individuals strive for cognitive consistency and experience psychological
discomfort when faced with conflicting beliefs or inconsistencies between their
attitudes and behaviors. Cognitive dissonance occurs when individuals perceive a
discrepancy between their existing beliefs or attitudes and the expectations or
demands of their environment.

PRACTICAL RESEARCH 1- QUALITATIVE RESEARCH DR. HIZZLE B. PAGUNTALAN-

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STATEMENT OF THE PROBLEM

In recent years, the demand for food delivery services has experienced a significant
surge, with a staggering 60% increase in orders placed through mobile apps
(Statista, 2020). Delivery riders play a crucial role in this industry, providing
convenience to customers. However, customer complaints have become a
prevalent issue within the sector, posing challenges to the job satisfaction and well-
being of these riders. This phenomenological study will explore the perspectives of
delivery riders on the concept of "customer is always right" and investigate the
various challenges and experiences they face when dealing with dissatisfied
customers. By examining the voices of these delivery riders, this study aims to
shed light on the impact of customer complaints on their overall experiences and
potentially inform strategies to enhance customer service standards and improve
working conditions for delivery riders in the food mobility sector.

PRACTICAL RESEARCH 1- QUALITATIVE RESEARCH DR. HIZZLE B. PAGUNTALAN-

 ABM-TRADERS-GROUP #2

RESEARCH QUESTIONS
How Would Delivery Riders Interpret the Concept of ‘The
Customer is Always Right’ in their Own Words based on
their Personal Experiences?
What are the experiences of delivery riders that helped
them define the concept of 'Customers are always right’?
In what situations do delivery riders feel that the
customer is not always right, and how do they handle
those situations?

PRACTICAL RESEARCH 1- QUALITATIVE RESEARCH DR. HIZZLE B. PAGUNTALAN-

 ABM-TRADERS-GROUP #2

SCOPE & DELIMITATION OF THE STUDY

COMPONENT INCLUSION CRITERIA EXCLUSION CRITERIA

The Delivery riders
The Setting
The Experiences
•The riders must be residing or •The delivery riders based outside
presently working in the of Lambunao.
municipality of Lambunao. •The riders that are unwilling to
•Riders of any age group. participate in the data
•All types of gender gathering(interview)
• Areas within the coverage of •Locations that are out of reach,
Lambunao. or outside of
Lambunao(Innaccessible)
•The riders who have relevant •All the anecdotes will be
experiences in the delivery acknowledged. With the
industry, whether that be negative exception of the ones that are
or positive. irrelevant.

PRACTICAL RESEARCH 1- QUALITATIVE RESEARCH DR. HIZZLE B. PAGUNTALAN-

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RESEARCH DESIGN
 The research study has employed a phenomenological research design. A phenomenological
study identifies the meaning of the lived experience of individuals related to a specific
phenomenon and then develops a composite description of the phenomenon. (Creswell, 2007).
It focuses on how individuals perceive their personal experiences and provides a clear
understanding of human experiences. The design focuses on obtaining descriptions of the
subjects "or respondents" life experiences in writing interviews.
 For instance, in the Food at the speed of a Click: The Experiences and Challenges Faced by
Food Delivery Riders Amidst the Cavid-19 Pandemic (Zaira Bancaras, Ly Bancaras, Lyba
Trucilla, Kate Rodriguez, Mariel Ayapana, Juvy Inferia, Andrea Onmapas, Josephine Martin
2022). The authors utilized a phenomenological approach to explore the experience and
challenges faced by food delivery riders amidst the COVID-19 pandemic. Employing
Interpretative Phenomenological Analysis (IPA) with 10 participants, results suggest most of
their experiences focus on the importance of self-concept, frustrations, self-esteem, anxiety,
burnout, challenges, booking, weather, sanitation, customer, location, and coping mechanisms.

PRACTICAL RESEARCH 1- QUALITATIVE RESEARCH DR. HIZZLE B. PAGUNTALAN-

 ABM-TRADERS-GROUP #2

CONTEXT
 Since this study aimed to understand the lived experiences of delivery riders on
the concept of customer is always right, the researchers have decided to choose a
convenient setting. The locale of the study is one of the Barangays here in
Lambunao, where one of the delivery company resides. Lambunao, officially the
municipality of Lambunao, (Kinaray-a Banwa kang Lambunao) is a first class
municipality in the province of Iloilo, Philippines. According to the Philippine
statistic survey, in 2020, the town's latest population will be 81,236. It is the largest
municipality in Iloilo regarding the land area and is 47 kilometers (29 mi) from Iloilo
City. It is bounded on the North by the Municipality of Calinog, on the East by the
Municipalities of Dueñas and Pototan, on the South by the Municipalities of
Janiuay, Iloilo and Valderrama, Antique. It has a total land area of 40,709 hectares;
out of this area, 73.88% are alienable and disposable land, while 26.12% is
forestlands. There are 73 Barangays in this municipality.

PRACTICAL RESEARCH 1- QUALITATIVE RESEARCH DR. HIZZLE B. PAGUNTALAN-

 PARTICIPANTS
 The subject's participants of this study are the chosen
Lambunaonon delivery riders. The study participant may
be a study subject, or a typical volunteer (Tompkins, 2007).
The researchers used the convenience sampling. A target
of 10 participants of any age and gender will be
approached in this study. They will be given a consent for
them to sign.
 SAMPLING METHOD/SAMPLE SIZE
 A target of 5-10 participants of any age and gender will be expected in the
study. Knowing that delivery riders hve different experiences, the
researchers have come to mind that 5-10 participants can already suffice
the data needed.
 Since the Study accepts delivery riders of any age and gender, the
researchers have decided to use the convenience sampling, in which we
can directly interview the present/available delivery riders, which can
somehow shorten the amount of time conducting the study for the
researchers need not to invest any effort in searching delivery riders that
befits our standards.
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RESEARCH INSTRUMENT
 The researchers will utilize researcher-made instruments to gather
data. The main instrument in data gathering wil be the interview
guide that will serve as a tool on collecting data. Semi- structured
interviews with a questionnaire will be used with the subjects
participants in understanding the lived experiences and perspectives
of delivery riders on the concept of customer is always right.

PRACTICAL RESEARCH 1- QUALITATIVE RESEARCH DR. HIZZLE B. PAGUNTALAN-

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DATA GATHERING PROCEDURE

The data collection for the study on the voices of delivery riders regarding the concept of
"customer is always right" will begin after the research instruments are validated and
approved. Approval will be sought from the principal's office in Caninguan National High
School and the research facilitator. A letter will also be sent to the Municipal Mayor of
Lambunao, where the study will take place. The researchers have chosen Barangay Pasig as
the location for their interviews, as it is home to one of the delivery companies in Lambunao.
The researchers will personally manage the administration and data gathering, selecting
available delivery riders for interviews. They will introduce themselves, explain the purpose of
the study, its benefits, and what will happen to the data afterward. The researchers will seek
assistance from the delivery company to identify participants since they do not have a written
record of the riders' names. Face-to-face interviews will be conducted using an interview
guide, ensuring a safe distance of at least two meters between the researcher and participant.
Ethical considerations will be observed, and participants will receive snacks as a token of
recognition for their contribution. Informed consent will be obtained from participants, and the
interview process will be explained in the local dialect. Potential risks, such as exposure to
illness, will be addressed, and participants will have the option to withdraw from the study. The
interviews will be conducted within a few days in a natural setting.

PRACTICAL RESEARCH 1- QUALITATIVE RESEARCH DR. HIZZLE B. PAGUNTALAN-

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DATA ANALYSIS
 In the data analysis process, the researchers will begin by immersing themselves in the transcribed
interview data to gain a comprehensive understanding of the delivery riders' perspectives. Identifying key
themes and patterns that emerge from the participants' experiences. Adopting a qualitative thematic
analysis approach, the researchers will use coding techniques to categorize and organize the data based
on recurring ideas, concepts, and emotions expressed by the participants. They will employ open coding
initially to identify a broad range of themes without preconceived categories. Next, the researchers will
engage in axial coding to establish relationships between the codes and identify higher-order themes.
This systematic process of connecting codes will result in meaningful categories and subcategories. The
researchers will maintain detailed documentation, including memos and reflective notes, throughout the
analysis to ensure transparency and credibility. The analysis will involve interpreting the data within the
context of the research objectives and the concept of the "customer is always right." The researchers will
also explore the participants' experiences, attitudes, and challenges related to this concept, paying
attention to variations and contradictions. They will also consider deviant cases or unique perspectives
that challenge the dominant themes. The final step will involve synthesizing the findings into a coherent
narrative, supported by quotes and illustrative examples, to provide a rich and wider portrayal of the
delivery riders' voices and their experiences with the concept of the "customer is always right."

PRACTICAL RESEARCH 1- QUALITATIVE RESEARCH DR. HIZZLE B. PAGUNTALAN-

 ABM-TRADERS-GROUP #2

REFERENCES(in APA format 7th

Edition)
 Ute Walter(2011) Driver’s customer’s service experiences, A customer perspective on
co-creation of restaurant services, focusing on interactions, processes and activities
 Verdin,Vida, Santa Maria(2022) Customer Satisfaction on Food Delivery Services
During Covid-19 Pandemic: A Case Study on Greenwich Pizza Restaurants in
Selected Cities in Cavite
 Angelica Escaño, Ricka Marie Septimo Christian Ena Joyce Acierto. Bila Aringo
Ma. Angelo Macaraeg Camille Fabia, and Trisha Kate Gando (2022) BUY-Anihan:
The impact of COVID-19 pandemic on the life of food delivery riders“
 (Zaira Bancaras, Lyba Trucilla, Kate Rodriguez, Mariel Ayapana, Juvy Inferia,
Andrea Onmapas, Josephine Martin 2022) Food at the speed of a Click: The
Experiences and Challenges Faced by Food Delivery Riders Amidst the Cavid-19
Pandemic"

PRACTICAL RESEARCH 1- QUALITATIVE RESEARCH DR. HIZZLE B. PAGUNTALAN-

 REFERENCES(in APA format 7th
Edition)
 Dr. Erol Sozen, Dylis-Judith F. Mensah(2020) Online Food Delivery:
The Role of Rider’s Service Quality in Customer Satisfaction
 Rivera(2019) The Internalization of Customer Service Norms in the On-
Demand Economy: The Case of Food Delivery Riders in the Philippines".
 (Jumawan,2020). The Customer is Always Right? Exploring the
Experiences of Food Delivery Riders in Manila, Philippines"