mrm-final (1)

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   1 CHAPTER 1 INTRODUCTION Customer satisfaction the company must deliver a superior product or service quality that will lead the company away from competitors. Product is an important factor in a business and can be tangible or intangible goods that will satisfy the needs and the wants of the customers. Price is the amount of money charged for the product or service (Serrano 2016) Price is also the amount that customers give in exchange of benefits of the quality of the product or service. Distribution is also an important factor in the business; this is the location where the products are brought from one point to another, to distribute the product to the customers. One of the main elements of customer service quality is customer satisfaction and their aim to buy. It is also one of the considerable strategic weapons for an organization with developing need to facilitate the service quality. In this sense, the researchers would like to study how Puregold is able to satisfy customers and create loyal customers. Specifically, we would like to know the effect of its Service Quality dimensions to customer satisfaction.   2 Service quality reflects the extent to which the delivered level of service matches the customer‟s expectations. One of the critical tasks of service companies is service quality management. Quality means the degree of excellence in service performance. Consumers perceive the quality of service by expecting the consumption process and by comparing the experience with their expectations. Whereas, Customer satisfaction is a term frequently used in marketing. It is measure of how products and services provided by a company meet or surpass customer expectation. Customer satisfaction is defined as the number of customers, or percentage of total customers, who‟s reported experience with firm, its products, or its services (ratings) exceed specified satisfaction goals. BACKGROUND OF THE STUDY Puregold Price Club Inc. engages wholesale and retail of sales of food and non-food products in the Philippines. It offers variety of food products, such as dairy products, meat products, vegetables, fruits and also cosmetics, clothing, shoes, household chemicals, appliances and household goods, toys, and sport items. The company operates Puregold Price Club hypermarkets that offer food and non-food   3 products to retail customers and resellers; Puregold Junior supermarkets which sell products primarily to retail consumers; and Puregold Extra discount stores. As of August 26, 2011, it operates forty-six (46) hypermarkets, nineteen (19) supermarkets, and seven (7) discount stores in twenty (20) cities and twenty-two (22) municipalities in Metro Manila and Luzon. The company was founded in 1998 and is based in Manila, the Philippines. Puregold Price Club, Inc. was incorporated on September 8, 1998 and opened its first Puregold hypermarket store in Mandaluyong City in December of the same year. In 2001, it began its expansion by building two (2) additional hypermarket stores in Manila and Paranaque. It also launched its loyalty program, which was eventually renamed as “Tindahan ni Alin g Puring” in 2004. Between 2002 to 2006, Puregold continued its expansion at an average of three (3) new stores every year and established operations in North and South Luzon. In 2008, Puregold was recognize d by Reader‟s Digest Asia  as the  “ Most Trusted Brand ”   in supermarket category. To expedite market coverage, a new format called “Puregold Jr. Supermarket” was introduced in the 4 th quarter of 2008. By mid of 2009, the Company   4 gained market leadership, being the second largest hypermarket and supermarket retailer in the Philippines in terms of net sales. By 2010, it was already operating 62 stores, and launched another format called, “Puregold Extra”. In the same year and henceforth, Puregold  was recognized by Retail Asia Pacific as one of the top 500 retailers among the 14 economies of the region. This study will focus on one branch of Puregold, which is Puregold Jr. Pandacan. According to Mr. Gerald Legaspi, Store Officer of Puregold Jr. Pandacan, the opening of the store was on December 10, 2011. It was located at 2900 J. Zamora St, Brgy. 851, Zone 093, Pandacan Manila. It has a total area of 1,072 sq m. In 2016 and 2017, their store was one of the sales target achiever awardee. Mr. Legaspi said that their store always has a long queue from the cashier; it is because of many customers but lesser in cashiers. Therefore, they need more cashiers to accommodate their customers. Also, he said that many customers are complaining about their employees who have rude behaviors when assisting their customers.  


Sep 22, 2019
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