Servicen quality perception and customer satisfaction towards auto care services business in selected areas of Cavite / by Ronnie Rick A. Bulugagao.

Thesis (BS Business Management--Marketing Management) Cavite State University

Includes bibliographical references.

College of Economics, Management, and Development Studies (CEMDS)

BULUGAGAO, RONNIE RICK A. LOYOLA, MARWIN Q. SALAS, JOANNE M.
Service Quality Perception and Customer Satisfaction Towards Auto Care Services
Business in Selected Areas of Cavite. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. Cavite State University, Indang, Cavite. December 2016. Adviser: Prof. Gener T. Cueno.
The study was conducted in auto care services businesses in selected areas of
Cavite from August to October 2016. The study was conducted to determine service
quality perception and customer satisfaction towards auto care services business in selected areas of Cavite. Specifically this aimed to identify the socio-demographic profile
of customers in terms of age, sex, civil status, occupation, educational attainment, and
average annual gross income; to determine the service purchase behavior of customers in
terms of frequency of visit to the center and the services availed; to identify the
perception and level of customers satisfaction based on the servqual dimensions; to
determine if there's a significant difference in the service purchase behavior in terms of
frequency of visit based on socio-demographic profile of customers; to detemine if there's a significant relationship between service quality perception and sociodemographic profile of customers and to determine if there's a significant relationship
between level of satisfaction and socio demographic profile of customers.
The descriptive and correlational research was used in the design of this study. Data were collected from both primary and secondary sources of data. The panicipants of
the study were the customers who were availing the services of the service center during
the conduct of the study in selected auto care services business in Bacoor, Carmona,
Dasmarifias City, General Mariano Alvarez and Imus.
In this study, purposive sampling technique was used to get the 140 participants. A descriptive statistical tool was used for statistical analysis of data. Frequencies, percentages, ranking, mean, median mode and standard deviation were computed to answer the objectives of the study.
Result shows that the average age of customers of auto care service business was 33 years old, majority were female, married, employed in a private company, college graduate and have an average income of PI 75,001.00.
In addition, the participants have a very positive perception and are very satisfied with the quality of service given by the auto care services business in selected areas of Cavite.
Lastly, for the significant relationship between customer's perception in service quality dimensions and socio- demographic profile, it shows that there's a significant relationship between the tangibility and reliability dimension based on the occupation, while in terms of level of customer satisfaction, reliability has a significant relationship with the occupation of the participants. Meanwhile, for perception and satisfaction of customers, there's a significant relationship between empathy dimension and the gender of the participants.

Submitted copy to the University Library. 05/23/2017 T-6646