AN ASSESSMENT OF THE SERVICE QUALITY OF LAVADA QUEEN

LAUNDRY SHOP IN CEBU CITY

An Undergraduate Thesis

Presented to the

Faculty of the School of Business and Economics

University of San Carlos

Cebu City, Philippines

In Partial Fulfilment

Of the Requirements for the Degree

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

MAJOR IN MARKETING MANAGEMENT

By

DONALDO, CHRISTIAN PAUL

LLANTO, BELINDA

VILLACERAN, MARIBETH

March 2016
 APPROVAL SHEET
This thesis entitled “AN ASSESSMENT OF THE SERVICE QUALITY OF
LAVADA QUEEN LAUNDRY SHOP IN CEBU CITY” submitted by DONALDO,
CHRISTIAN PAUL, LLANTO, BELINDA AND VILLACERAN, MARIBETH in
partial fulfilment of the requirement for the degree BACHELOR OF SCIENCE IN
BUSINESS ADMINISTRATION MAJOR IN MARKETING MANAGEMENT has
been examined and recommended for acceptance and approval for ORAL
EXAMINATON.

THESIS COMMITTEE

ROBERTO VISITACION, DBA

Adviser

ANA LIZA TAN, DBA MA. ANGELITA RAMONA L. VALLES, EXMBA

Member Member

PEPITO ECHAVEZ, PH D-TM

Chair
------------------------------------------------------------------------------------------------------------
PANEL OF EXAMINERS

Approved by the Committee on Oral Examination with a grade of Passed

PEPITO ECHAVEZ, PH D-TM

Chair

ANA LIZA TAN, DBA MA. ANGELITA RAMONA L. VALLES, EXMBA

Member Member

ROBERTO VISITACION, DBA

Adviser

Accepted and approved in partial fulfilment of the requirement for the degree of
BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION MAJOR IN
MARKETING MANAGEMENT.

JOYCE NATALIE U. YANG, MBEcon

Chair of Business Administration Department
 ACKNOWLEDGEMENT

The researchers would like to thank Mrs. Ninette Nicetas who from day one has

been very supportive of this activity and understood the needs of the study and as well as

the researchers. The researchers would also like to thank the customers of Lavada Queen

Laundry Shop who were of utmost significance in this study for without their cooperation

the completion of this study wouldn’t be possible.

The researchers would like to thank and acknowledge Roberto Visitacion, DBA

who served as the researcher’s adviser during this research study and Joyce Natalie Yang,

MBEcon who has also been of great assistance to the researchers in the absence of the

aforementioned.

The researchers also would like to express a deepest appreciation to the panelist’s

members and chair, Ana Liza Tan, DBA, Ma. Angelita Ramona L. Valles, EXMBA and

Pepito Echavez, PH D-TM who examined this study and without their guidance this

thesis would not have been possible.

Lastly, to the families of the researchers who have always been present and have

shown full support in every educational endeavor encountered and aided assistance when

obstacles were occurred. Most importantly the researchers would like to praise and are

forever grateful to the Lord Almighty for giving them the strength and guidance needed

and for being the unseen and unnoticed group member who assisted in the completion of

this study.
 ABSTRACT

“An Assessment Of The Service Quality Of Lavada Queen Laundry Shop In Cebu

City”, this study develop to provide insights into the process of service quality

measurement at Lavada Queen Laundry shop and to contribute to the knowledge base in

laundry service quality theory and practice. This research explores existing practitioner

and academic perspectives on laundry service quality; develop and proposes conceptual

model of customer’s perceptions of laundry service quality from customers who had been

experienced Lavada Queen Laundry shop; discuss the implications of the study results for

laundry service quality theory and practice and offers managerial implications for

improvement and management of laundry service quality.

Service quality has been conceptualized as the difference between perceived

service performance and expected service level. The design focuses on the service quality

dimensions from the Parasuraman’s SERVQUAL model that evaluates the customer’s

expectation and perceptions thus create the gap between the variables. The individual

level and the dimensions of service quality from the SERVQUAL scale develop and test

hypotheses relating dimensions of laundry service with overall service expectations and

dimensions of those expectations. The research problems and objectives are answer

through a descriptive and quantitative research design which the researchers asked

customers to answer truthfully the survey questionnaires and with utmost respect. The

researchers also conducted a one on one interview with the customers to have a more

accurate response. The main tool use is from Parasuraman’s SERQUAL model

questioners consist the five dimensions that are to be evaluated by the customers.
 The different dimensions show the discrepancy of every customers expectation

made by the actual performance of Lavada Queen. The results show that the customers of

Lavada Queen Laundry shop have high overall service quality expectations and expect

responsive and reliable service. Each customer has high overall service quality

expectations and expects empathy and assurance from the service provider. Lavada

Queen Laundry shop has a lot to improve in terms of their facilities, staffs, service

quality, location and other factors that affected the expected service quality of each

customer with the use of 7P’s of the marketing mix decision. Other negativity exists as

the results also presented in the presentation, analysis and interpretation of data and as

conclusion. The benefits of this study would be gained by the company to improve the

service quality.

Keywords: SERVQUAL, Laundry, Service, quality and 7P’s

 TABLE OF CONTENTS

Page

COVER PAGE i
APPROVAL SHEET ii
ACKNOWLEDGEMENT iii
ABSTRACT iv
TABLE OF CONTENTS vi
LIST OF TABLES viii
LIST OF FIGURES ix

Chapter
1 INTRODUCTION
Rationale of the Study 1

THE PROBLEM 3

Statement of the Problem 3

Significance of the Study 5

Scope and Limitations 6

DEFINITION OF TERMS 6

2 THEORETICAL BACKGROUND 8

Review of Related Literature 8

Theoretical Framework 32

Conceptual Framework 33

3 RESEARCH METHODOLOGY 35

Research Environment 35
Research Respondents 36
Research Instruments 38
 Research Procedures
Gathering of Data 39

Treatment of Data 39

4 PRESENTATION, ANALYSIS, AND INTERPRETATION

OF DATA 42
Profile of the Target Market 42

Company Profile 50

Service Offered 50

Segmentation, Targeting and Positioning (STP) 51

Service Quality Perception 54

Proposed Recommendations 61

5 SUMMARY, FINDINGS, CONCLUSIONS,

AND RECOMMENDATION 68
Summary 68

Findings 70

Conclusion 76

Recommendation 77

BIBLIOGRAPHY 79
APPENDICES
A Transmittal Letter 82

B Research Instrument 83

C Timetable of Activities 91

D Program Budget 92

CURRICULUM VITAE 93
 LIST OF TABLES

Table Title Page

1 Age of the Respondents 42

2 Gender of the Respondents 43

3 Civil Status of the Respondents 44

4 Occupation of the Respondents 44

5 Income of the Respondents 45

6 Educational Attainment of the Respondents 46

7 Lifestyle of the Respondents 47

8 Social Class of the Respondents 47

9 Frequency of Visits of the Respondents 48

10 Money Spent of the Respondents 49

11 Consideration of the Respondents 49

12 Company Services offered 50

13 Tangibility Dimension 54

14 Reliability Dimension 54

15 Reliability Dimension 56

16 Assurance Dimension 57

17 Empathy Dimension 59

18 Lavada Queen’s customers’ expectation 60

and perception with service provider gap

 LIST OF FIGURES

Figure Description Page

1 Theoretical Framework - Zeithaml, 2006 32

2 Conceptual Framework 33

3 Lavada Queen laundry Shop Map 35

 Chapter 1

INTRODUCTION

Rationale of the Study

Laundry Shops nowadays are frequented by many individuals due to the increase

of work or study loads of the customers. It is much simpler and less time consuming to go

to a laundry shop then to wash their laundries themselves.

It allows individuals to focus on important task such as Studying or working, it

also allows the individual to relax a bit. Customers would most often be students and or

the working class and sometimes the older or retired individuals. At one point there were

some problems to their customer service techniques. There were arguments between

customers and the employees on the cost and improper handling of their laundry.

The purpose of this research is to assist future marketing researchers in studying

the different marketing strategies being used by businessmen in the laundry shop, and to

learn the current problems being faced by the laundry business namely the different

issues that customers usually complain about, such as customer services and the products.

These problems will be discussed later on within this research thesis.

It is a highly profitable laundry shop, this is due to the distance between the

laundry shop and its customers, and another is that they have multiple branches in

different areas of Cebu. Namely: F. Sotto Drive, Cebu City 6000, Philippines (Main

Branch), Ayala Center Branch Basement.

Starting a laundry business requires some knowledge of this industry and

attending a laundry business seminar is a good start. The Business is an effective business

that can gain more money because this business is an affordable business. It is important
to consider aspects like how it is able to operate in the market, how it differs from other

laundry shops inside the subdivision and how long it stays in spite of the competition.

This study signifies the relevance to build this simple yet suitable business that

we can normally afford in each individual. It’s an advantage to manage this business due

to its simplicity and to the growing need of necessary laundry services. Laundry shop

business in the Philippines is a type of business which accepts service for washing,

pressing, and dry cleaning of clothes and other household items. Laundry business

nowadays are an easy and convenient business to start and is one of the simplest

businesses that you can think of since it doesn’t require a lot of skill to operate and

manage. A simple individual can be one of your staff and anyone can manage this

business because it is not too complicated. Because it is a simple business it is highly

profitable, so if you are looking for a simple business that you can start easily whenever

you want, then laundry business is the one for you. It is not capital or management

intensive. You can start this business anywhere and grow from there. It is a very lucrative

business, as not everyone that puts on clothes has the time to do the laundry.

2
 THE PROBLEM

Statement of the Problem

This study aims to assess the service quality of Lavada Queen Laundry shop in

order to improve its services. Specifically, to address the following research objectives:

1. Identify the profile of the target market in terms of:

1.1 Demographics

1.1.1 Age

1.1.2 Gender

1.1.3 Civil Status

1.1.4 Occupation

1.1.5 Income

1.1.6 Educational attainment

1.2 Psychographic

1.2.1 Lifestyle

1.2.2 Social class

1.3 Behavioral

1.3.1 Buying behavior

2. Identify the company profile in terms of :

2.1 Type of ownership

2.2 Number of Employees

2.3 Year Established

2.4 Annual revenue

2.5 Capital size

3
3. What are the service offered by Lavada Queen in terms of:

3.1 7P’s Marketing Mix

3.1.1 Product

3.1.2 Price

3.1.3 Place

3.1.4 Promotion

3.1.5 People

3.1.6 Physical Evidence

3.1.7 Process

3.2 Segmentation, Targeting and Positioning (STP)

4. What are the service quality perceptions of their customers in terms with the

five dimensions?

3.1 Tangibility

3.5 Reliability

3.2 Responsiveness

3.3 Assurance

3.4 Empathy

5. What are the recommendations of the researchers that can improve the

service quality of Lavada Queen Laundry shop?

4
Significance of the Study

The result of this research study would be beneficial to the following:

Company- the research was intended for the company. The company provides the

strategies which the researcher will try to evaluate. This study will be helpful for the

company because the researchers can recommend ways to improve their marketing

strategy in order for them to reach out more from their target market.

Future Businessmen- this study will give information to future businessmen as a

reference in starting a laundry shop. This will provide them with the necessary

information that they can use in order for them to build a successful laundry business.

Businessmen can also take advantage of the marketing strategy used by the laundry shop

and improve it.

Customers – the customers will have a better understanding on how laundry shop

markets their service.

Other Laundry Service shops – other laundry shops will also benefit from this study

because they can also take advantage from the data gathered from this study. Other

laundry shops can also make use of the marketing strategies that will be recommended by

the researchers.

Future researchers – future researchers can benefit from this study by using this as

reference for their thesis. Future researchers can also apply the data gathered from this

study.

5
Scope and Limitations

This study would prominently focus on the service quality of Lavada Queen

Laundry shop in F. Sotto Drive, Cebu City 6000, Philippines. This study also intends to

make some recommendations if there is a need to improve of the service quality of

Lavada Queen Laundry shop and its overall management practice being applied. The

study also aims to employ Marketing Research interventions which would help t Lavada

Queen to enhance their service quality advantage.

Although the research has reached its aims, there were some unavoidable

limitations. Some of the limitations of this study include external validity, or the

generalization of the study. Participants of this study are the manager and the customers

of Lavada Queen, from one hundred respondents four of them who did not answer the

survey questionnaires which the researchers cannot control.

DEFINITION OF TERMS

Psychographic-is the study of personality, values, opinions, attitudes, interests, and

lifestyles. This assists us in our research by allowing us to understand the personal

feelings of a consumer to a product.

Consumer Behaviour – is the study of consumer buying behaviours. This affects the

research by creating the need to analyze the demographics of the target market as to plan

a better marketing strategy.

Assessment- is the decision made about the importance of marketing strategy which is

used to evaluate, measure, and document the data gathered. Comparing the data gathered

allows us to determine the difference and effectiveness of their marketing strategies.

6
Marketing Strategy- is a goal to increase sales in the market to have a competitive

advantage against their competitors.

Industry size-is the number of individuals in the industry that are potential buyers or

sellers of a certain product in the market

Social status- is a relationship between a people within the society, what standing or

position is the person in that relationship

Demographics- Is the different consumer profiles that would affect consumer buying

behaviours. This would affect the overall output of the research.

Business to Consumers- is the attempt to create a connection between the business and

to the consumers. This is also known as customer services.

Assets Size-is the total market value of the securities in a mutual fund's portfolio. Allows

us to know the financial status of a business, interprets the profits of the business.

Customer Satisfaction- Is the decisive factor of a consumer that will help in deciding

whether or not to revisit or to come back again.

7
 Chapter 2

THEORETICAL BACKGROUND

Review on Related Literature

Nowadays Individuals are usually too occupied in focusing on work, study or

almost any other task. Sometimes or almost all of the time individuals really have no time

for household chores because they are most likely tired after working and they just want a

rest for their remaining hour. Washing clothes is one of the hardest things to do inside our

homes today. Even with technological advancements such as washing machines and

dryers and etc. This is a common statement for almost all individuals nowadays, many

would try to avoid the need to wash their own laundry, they would rather have others do

it for them, and it is a strenuous and time consuming activity even with the aid of modern

equipment.

With time being the most valuable resource in this world, individuals no longer

have the time to wash their own laundry. That’s why nowadays people would simple pay

somebody else to do the laundry work for them (Golden Fiber Chem Solutions Co.2011).

There are over 36,000 commercial dry-cleaning shops in the United States. Most

of these shops are just small businesses with less than ten employees. And the industry is

estimated to an $8 billion annual opportunity (Samuel Madden.2014).

The automated home laundry is a great boon to comfort and happiness. Laundry

Shop Business consultants provide management in consulting to help Laundry Shop

Businesses improve performance, customer satisfactions and efficiency. A Laundry Shop

Business owner does not worry about the need to construct a Laundry Shop Business

8
Plan thus it needs to have the importance of a profit and is somebody who has an optimist

mind to move forward to have a successful business (Cheryl Mendelson. 2006).

Everyone has clutter in their home - old magazines, clothes that don't fit, kitchen

utensils never used thus laundry shop is one of an effective business that you’ll start. To

make the business success, put the strategies more effective and wise. Your Laundry

Shop Business sets out in some details on how you will control and give importance your

company, and should incorporate everything and observe carefully of what will you do

from how you will be promoting your goods and services, through how you intend and

manage the finance purposes on your venture and who your likely buyers will be, and

lastly your business will reach and then sell to them (Dawna Walter. 2012).

In a market study of a laundry business by Laundry Business industry in

Philippine. It stated that there is a lot of potential market for a laundry shop. Some of the

major sectors in which a laundry shop owner can consider a big market are students,

working individuals, young professionals, small families, small condominium owners,

hospitals, hotels, restaurants and message spas. With these being said laundry businesses

should strategically place their business near other establishment mentioned above

(Golden Fiber Chem Solutions Co. 2011).

In the article “Quick and Easy Steps to Starting a Laundry Business” it stated that

nowadays, laundry business has sprouted from almost everywhere, and many of them are

prospering. Given our busy lifestyles, the demand from people using the services of a

laundry shop to clean their clothes has increase. It also stated that the location of the

laundry shop is the most critical part in starting a laundry business because a “bad

location can rarely be remedied except by relocation” (Anlacan Jr. 2012).

9
 The laundry industry can be a high profited business when it is positioned at the

right place and promotion. It is still an irregular uncommon source of income for

businessmen. Having the up to date equipment’s, majority of laundry business are

planning on having an expansion in the shops (Ke Wen, Special Correspondent 2013).

In one of the articles of Business Coach, Inc. which is the “The Laundry Business

Made Easy“ laundry shop business has become a promising ventures in our country, one

of its reason is because anyone can start this type of business with minimal amount of

capital. Laundry services demand has become bigger every year. In running this type of

business he stated that “With the right location, proper equipment and knowledgeable

staff, this venture has a bright chance to be successful” (Anlacan Jr. 2013).

Service

Service by definition is a valuable action performed to in order to satisfy a need or

a demand. In customer service, it is the interactions among the customer and the service

provider in the time of sale which increases value to a service and make

stable relationship. In service industry, good customer service is essential and it is as

simple by means of resolving problems also present resolutions in a beneficial way.

A good customer service also describe as once a firm is ready to provide their

consumers whatever they need and want no matter how unreasonable may the consumers

demand. According to eConsultancy, there are four touch points that can help to form a

structure of what good customer service is and these are; don’t make customers wait;

transaction transparency, which means when a consumer navigates online store they

simply access information about delivery timeframes and proceeds of the company; help

10
them help you and lastly point is build trust and they will Come Back, since for

consumers straight forward respond with all pertinent buying information is very

important to them and giving them a personalized experience when they need it. These

elements may look simple however actual implementation tot it might take extra time,

strategy and effort to accomplish a satisfying customer experience.

Service Quality

This concept is commonly used as it would help to describe, explain, anticipate

and resolve some issues to the different degrees of commitment or of the withdrawal on

behalf of the owner and / or clients. (Ghylin et al., (2008, p.76) pointed out that, through

defining service quality, business would be able to deliver a higher quality of services

that would increase customer satisfaction.

“The outcome of an evaluation process where the customers compare their

expectations with service they have received” it supports the basis for conceptualization

of service quality which is the disconfirmation paradigm is which quality has become the

standard for comparing performance.

Service quality relevance to companies is emphasized for it offers a competitive

advantage to companies that strive to improve it and hence to bring customer satisfaction.

Asubonteng et al., (1996) explained that if quality is high when performance exceeds

expectation and quality is low when performance does not meet their expectation.

Parasuraman et al., (1988) supported the same view he considered customer’s expectation

as a foundation for evaluating service quality. “Expectation is viewed in service quality

11
literature as desires or wants of consumer what they feel a service provider should offer

rather than would offer” (Parasuraman et al., 1988, p.17).

Understanding service quality is very important for every business for them to

know how to measure it and make necessary improvements in its dimensions like areas

where gaps between expectations and perceptions are wide. It is suggested by Negi

(2009, p.32-33) that in the recent years, customer-perceived service quality has been

totally given more attention due to its increasing contribution to the business

competitiveness and through helping developed satisfied customers.

Service quality is not only assessed as the end results but it is also on the process

of how it is delivered during service and how it effects on consumer’s perceptions. For

them “customers who developed heightened perception of quality would become more

demanding and less tolerant of assumed shortfalls in service quality and would easily

identify the intangible elements (inseparability, heterogeneity and perishability) of a

service as the critical determinants of service quality perceived by a customer” (Douglas

& Connor, 2003, p.166).

Gap Model of Service Quality

Each organization drives the stage of quality measurements and it defines to be

the challenging job for Service Company by way they are to measure intangible aspects.

In the article “The Gap Model” of Boundless Marketing, it says that the service quality is

not simply measured in rendering to distribution staff performance but also the

appearance of the staff. So it is been implicit that once measuring the service quality

several psychological features are essential to be acknowledged. The Service Quality

12
Model which is also known as the GAP Model was established in 1985 which is the core

requirements in providing a high level of service quality.

As consumers link the service they experience with whatever they expect and

once it does not match the expectation, a gap arises. From this, five major gaps recognize

that company looking for to see consumer's expectations of the consumer experience.

These five ‘gaps’ are: Gap 1 is the gap among consumer expectation and

management perception and it rises once the company incorrectly perceive what the

consumers want or needs. The gap 2 is the Gap among management perception

and service quality specification and this is when the company appropriately perceive

what the consumer wants however the performance standard is not set. Gap 3 is the gap

among service quality specification and service delivery which rise affecting to the

service staffs which may due to their incapability or low training and unwillingness to see

the service standard. Gap 4 is the gap among service delivery and

external communication which buyer expectations are extremely influenced by

proclamations created by firm agents and advertisements from this, a gap raises once

these expected expectations are unfulfilled at the period of service delivery. The gap 5 is

the gap among expected service and experienced service and this gap arises once the

buyer misunderstands the service quality (Boundless, 2015).

Service Quality Dimensions

The SERVQUAL (service quality) framework was developed by Parasuraman et

al. in 1988 which became a method of evaluating service quality for service industries

and which Five dimensions was came upon which cut across various industries. These

13
dimensions identified to measure service quality are tangibles, reliability, responsiveness,

assurance and empathy. The SERVQUAL model survey measures the gaps between

customer perceptions and expectations.

This refers to the basis of a customer’s perceived quality of a service. Different

researchers have developed models in order to get a better understanding of service

quality. One of those who developed models on service quality is Parasuraman whom

stated that “the main reason for the development of the service quality (SERVQUAL)

model was the use of service and retail businesses and its objective is to know how

customers of a business rate the services offered to them” (Parasuraman et al., 1988).

This became very crucial for growth and profitability. This model is now commonly used

by businesses to measure the quality of its service, to know the discrepancies between

perceived and actual services, and to know what reaction is possible.

Jones &Suh, (2000) believes that the overall satisfaction can be based either on a

few service encounters or many service encounters. After updating each transaction-

specific encounter the consumer has with the organization it was observed that there may

not a correlation between transaction-specific satisfaction and overall satisfaction as

service quality vary from encounter to encounter; which caused fluctuations in

transaction-specific satisfaction levels (Jones &Suh, 2000) .

The five dimensions used in SERVQUAL model include:

Tangibility- The physical facilities, equipment, appearance of personnel and

communication materials or physical representations or images of your service

Reliability - The ability to perform the promised service accurately and dependably

Responsiveness - The willingness to help and provide prompt service to customers

14
Assurance - The knowledge and courtesy of staff and their ability to inspire trust and

confidence.

Empathy -The caring individualized attention the business provides to its customers

To further elaborate the Five Dimensions of Service Quality model:

Tangibility

This dimension is defined as the physical appearance of facilities, equipment,

staff, and communication materials. Tangibles are used by firms to convey image and

signal quality, for example the laundry shop’s interiors, the appearance and condition of

machines and uniform of the staff (Zeithaml et al., 2006).

Reliability

This dimension is defined as “the ability to perform the promised service

dependably and accurately” or “delivering on its promises” (Zeithaml et al., 2006, p.

117).This is considered critical as all customers want to deal with services that keep their

promises and this is generally implicitly communicated to the service customers.

Responsiveness

This dimension is defined as “the willingness of the staff to help customers and

provide prompt service” and for the company to succeed they need to look at

responsiveness from the viewpoint of the customer rather than the company’s perspective

(Zeithaml et al., 2006, p. 117). Its primary concerned is dealing with the customer’s

requests, questions and complaints promptly and attentively. Every business should be

responsive when it communicates to its customers, in able for them to know how long it

would take to get answers or have their problems dealt with.

15
Assurance

This dimension is defined by Zeithaml et al., (2006) as “the employees’

knowledge and courtesy and the service provider’s ability to inspire trust and

confidence”. Trust and confidence may be represented in the staff who links the customer

to the organization (Zeithaml et al., 2006).

Empathy

This dimension is defined by Zeithaml et al., (2006) as the “caring, individualized

attention the business provides its customer”. Every customer should be treated as if he is

unique and special. The several ways that empathy can be provided is through knowing

the customer’s name, his preferences and his needs. (Zeithaml et al., 2006). This is also

suitable in industries where building relationships with customers to ensures the business

survival as opposed to “transaction marketing” (Andaleeb& Conway, 2006).

Marketing strategies

Marketing strategy is classifying who your customers are and finding out what

has meaning for them. In his article entitled what is marketing strategy, questions like

what do the customers care about and how does this relate to your offer should be ask in

order to formulate a proper marketing strategy in order for the strategy to be heard.

Utilizing these questions can help business owners see their business in the eyes of their

customers. How satisfying the needs of the customers can greatly increase the sales of

one’s business (James Heaton 2010).

Segmentation is often the key to a sustainable competitive advantage. It basically

means the identification of customer groups that reacts differently from other groups.

16
Questions like who are the biggest customers are raised to identify the customers groups

in order to maximize profit. These questions along with other variables such as customer

motivation and many more would most likely help in narrowing the goal in determining

the target market (Aaker. D.A.,&Mcloughlin D. 2010).

The growth of population is one of the key factors being monitored by marketers

because it represents the potential growth of demand. As the population grows so does

the number of customers, as customer grows so does the wants, needs and demands of the

customers. The age mix of the population is also taken into account as the need and wants

of a person change throughout his or her lifetime. These are two of the demographic

factors that can be of great advantage in a business. Utilizing these factors in assessing

the market can make or break a business (KEH N.T., Chinng J. 2004).

The primary focus of marketing strategy is to effectively distribute and coordinate

marketing resources and activities in accomplishing the firm’s objective. The critical

factor with regards to marketing strategy is specifying the target market and gain a

competitive advantage through programs of marketing mix tailored to the needs and

wants of customers in that target market. The segmentation of the company’s target

market is one of the key factors in establishing a business. As not all customers with

similar needs seek the same products or services to satisfy their needs and their decisions

may be influenced by different factors. The most crucial task then is to divide customers

in market segments (Mullins J., &LarrecheJ.C. 2008).

Customer wants are different and businesses who insist on having only one

average product risk losing their business to those who businesses who give buyers what

they really want. The importance of segmentation is that it enables businesses to develop

17
more effective products or service that can satisfy the customers’ wants and needs

precisely through target marketing. The better a business is able to satisfy the demands of

his customers, the higher are his chances of capturing and retaining customers (Kumar N.

2004).

The article entitled “Sales Promotions & Ideas for a Coin Laundry Business”

stated that one of the most inexpensive methods of getting the word out to new people is

thru flyering. Direct mail postcards are another option. Utilizing online advertising

venues including community sites, posting ads on Facebook pages, websites and also

through location-based online ads can get the word out to new people. Different

marketing strategies can help the business reach out more to the target market of the

business. Utilizing inexpensive strategies gives the business owners a much greater

chance of succeeding in the business. Flyering is one the most commonly used strategy

that has greatly impacted the sales of most if not all companies (Brian Hill 2005).

Today franchising enterprises nationwide have far better chance than ever before.

In the article “taking the laundry shop business to the next level”, it stated that as the

industry is now booming, laundry and cleaning services are the kind of enterprise sought

out by franchise holders. Franchising nowadays has become a great strategy in

maximizing profit and reaching out more to the target market. It would be a great

opportunity for companies to take advantage of franchising given that the company

already has a system on how they do things and can easily be incorporated by franchisers

in the future (Kotik, 2014).

Cited in the Sales & Advertising Ideas for Coin Laundry, people tend to use

laundry services closest to their homes. Hitting apartment building in your immediate

18
area with flier, door hangers and other advertising methods will get a big bang for your

laundry service. Also making connections with other local stores for cross-referrals is

good business sense. Best example for excellent targets would be nearby restaurants and

thrifts shops. Utilizing nearby shops and establishments can and will be of great benefit

to a business (Jake Wayne 2015).

Cited in a research on a Feasibility study-Laundry Services, good quality services

really matters in a laundry shops business. Utilizing quality equipment’s and machineries

that could greatly help and make the business exist. Offering of affordable cleaning

services and making sure that the output will reach its quality standard will help attract

loyal customers. Professionalism towards customers is a must. Personnel of the shop

must build professional employee-customer relationship. Great customer service is the

most common reason as to why laundry services are becoming such a booming industry.

Loyal customers are the life blood of a service company. Being Professional is important

in entertaining the customers, since it is one of the ways to attain loyal customers in

almost any service company (Cadorna V. 2014).

Washing clothes is probably one the most hated household chores. But, for

Koramangala-headquartered My Washin, this is good business. An on-demand dry

cleaning & laundry start-up founded this year by trio Silus Reddy, Raghu, and Balaji, the

service makes it even easier with a mobile tap and pick-and-drop scheduling.

Koramangala's location offers logistic benefits (R Chandra 2014).

Studying the demographics of population density, population mix, and population

income are very important in entering laundry business. All these factors have great effect

on the industry itself. The more the density of the area the more the demand for laundry

19
services. Renters are the primary users of coin laundry services. It is the fastest growing

segment in the nation occupying a third of the nation's population (American Dryer Corp

2014)

The population age and employment profile are also factors an investor in laundry

shop need to take into consideration. Typically the younger the population, the more

laundry shop customers one will likely attract. Blue-collar workers tend to great coin

laundry customers. Knowing that the marketplace has also a strong percentage of white

collar workers can help the management in offering additional amenities, such as wash-

dry-fold and dry cleaning, which would normally cost more than usual.Service offerings

that may not typically appeal to blue-collar workers, but would be of great value to many

white-collar workers. Traffic patterns or frequency and gender are also factor that needs

to be considered. The volume of traffic that past your store is paramount. The higher the

traffic the better. In recent years, there are more women patronizing coin laundries than

men. Families with female heads of households have proven to be great laundry service

customers.

Service Marketing Mix – 7 P’s of marketing

Product

In a business having hard competition like laundry service one best way to

knocked out your competitors is through differentiating your laundry business by offering

a wider selection of services. There’s a lot of ways to attract your customers, for instance

the pickup and delivery services, online reservations for machines or comfortable

location, televisions or free Wi-Fi internet. As what the author stated “The laundry

20
business is competitive, so it's important to differentiate yourself from competitors”

(Martin 2015).

A low cost laundry service is a kind of option that is most efficient and cheapest

kind of service that people want to have their laundry being done. The customers would

provide instructions on how their clothes will be cleaned. It is easy to start a laundry

business in your very home. It is the same as having your own clothes being washed it’s

just that, you are also washing your customer’s clothes too to earn your profit. To make

this laundry business in order, tags would really help in indicating which one is which

and it would be mix with the others (Wendel Clark 2005).

Washing clothes can be one of the most disliked household chores to be done.

This makes the researchers think of a better way in their busy schedule. The researchers

think that the laundry business have 2 purposes, it is to save time and give them

convenience. There are so skills that the human hand cannot apply in hand washing but it

could be done in laundry machines (R Chandra 2013).

Price

The demand for laundry services are increasing yearly with having difficulty in

having employees in this business. Most people want their laundries to be done by others,

that is where the laundry shops come in to its purpose and it is where that is business has

the bright potential to sustain. It is very hard nowadays to find “labanderas” and there is

no other person that could do it but them, because of this inconvenience, many would

turn their clothes over to the laundry shops.

In laundry service, looking for the right customers for this business as the price is

less for the company to market. Targeting your marking is the way to get the best

21
outcomes for the least expenses. Promotions should be done through the clients

themselves so that they would avail to your service and get the ideal or target income.

Place

Once it is determine if the laundry to put up is either a commercial laundry which

caters to establishments or home laundry which is for personal households it needs to be

in a good location. The nearest to the target market in usually the best location, for a

location to be ideal it must also have a good and strong water source which should be in

sufficient volume to support the need of the business (Anlacan 2013).

In deciding to invest in Laundromats, an investor must consider several decisions,

with the location of the store being the most important. The location of the store can

significantly impact the success or failure of a Laundromat. Also in deciding on a

location, household size and income level of customers are things that need

consideration. Laundromat’s should be place in areas where demand potential is high. It

is best that Laundromat be located in areas that share a population of renters with at least

30%. The average household size should be at least 2-3 people with an income level of

$35,000 per year. It is also best to place a Laundromat near other establishments as well

because a normal waiting time for a Landry service is 90 minutes, this will help

customers do other task other than doing waiting for their clothes (Bowe Dan 2013).

A niche laundry service is applied in laundry businesses and planning to target the

hotel industries. The laundry service in India is behind against an unorganized sector.

This service focuses in cleaning clothes that means that this laundry shop will have a

better service that common people washing clothes (Wendel Clark 2005).

22
 In the article location is vital by HK laundry. It stated “one of the prime

importance’s in a laundry service is having the proper location. The wrong location is a

great factor in succeeding or failing in a laundry service.” The best sites for a laundry

business are in busy, well-frequented shopping centers. Ideally it also should be close to

other businesses that are frequently visited. A great area to target would be the working

class area because it has proven extremely good markets for laundry services. Apartment

buildings offer the potential of large concentrated populations (Ke Wen 2013). Location,

specifically the proximity between the Laundry shop are the possible customers, most

often regular customers of the laundry shop are usually within walking distance of the

home of the customer.

Promotion

A differentiated laundry service attempts to lure customers by offering additional

services, rather than through low prices. Professional laundry is a big business with more

and more households in the developed world outsourcing their garment cleaning to

professional cleaners. The sort of people who are likely to sign on to this service are

busy career professionals and uniformed service men (like the military) who work long

hours throughout the week and spend a lot of their evenings in traffic. They have a need

to look clean and smart at the office but hardly have the time or energy to do their own

laundry. This segment of the market values convenience, timely pickup and delivery and

well-washed and ironed clothes (Wendel Clark 2005).

Demographic profiles such as Age, Gender, Preferences, Societal Status, and

Location. This factor affects the business, for example; Age is directly linked to the

mentality and ability of an individual, most often it is the younger individuals are more

23
reluctant and bust to wash their own laundry, therefore would rather go to a laundry shop

rather than washing their own laundry. Gender is a factor due to the habits of the different

genders, statistically speaking there are more male customers than there are female

customers. But it is directly affected by the habits of the individual. Social Status refers to

the social class or standing of an individual, is usually linked with the amount an

individual would spend on the laundry shop and the amount of laundry they would have

(2014).

People

In every business employees/staffs are considered essential as they are the one who

deliver the service. Laundry service in terms of hiring people the best qualification is

their experience so that they would easily be able to deliver superior service to the clients.

The best thing to do is to hire experienced staff, those who already have background in

well-run laundry. It is good to find staff who already done the laundry process hundred

times because skills in laundry could only be completely absorbed through actual hands-

on experience (Anlacan Jr. 2013).

Businesses that require average skills levels and have long-term potential markets

are particularly attractive to entrepreneurs seeking to profit from tested business models.

Customers will save time, and experience quality clothes washing at a reasonable cost.

The young professionals, students, busy parents are most likely to buy the idea faster than

the other general population (2014). Since the psychographic profile of customers has a

big factor in strategy a company should consider. Through psychographic segmentation

customers are divided into different group in the basis of their personality and lifestyle.

Customers mostly define their lifestyles through their consumption choices they make

24
when variety of products/services categories present which is therefore defined

quantitatively and used as a group identity for segmentation. Identifying segmentation

variable are based on demographics, lifestyles, and values. Values of customers differ

due to age, income, gender, education and social class.

In the journal of Goldsmith (2002), he considered customers bought more apparel

from markets; it is through positive effects they wanted to achieve their desire. Customers

revealed special traits as their personality and social identities and also fulfilled social

status by reviewing internal and external status of self-concept and want to how appeared

among their friends. They might act in different ways as specific clothes, thing and etc.,

gave them specific values that is used by their cognitive and affective system. “These

variables were due to their attitudes and personalities. Demographics would not be

enough for determine factors for understanding consumers” Goldsmith (2002).

Researcher could take advantage from psychological factors in order to segment target

markets.

“Lifestyle is comprised activities on how customers spend money and time,

interests like things which less or more importance degree in customer’s life and opinion

which has been the view of customer respect to the surrounding environment and his/her

world. Hence, lifestyle variable is somehow related to individual’s knowledge which

allows his/her characteristics to combine with his/her behaviors”(Gonzales and Bello,

2002).

In the article of Asifo Shah (2016) entitled “Factors Affecting Consumer

Behavior”, every society possesses some form of social class which is important to the

marketers. The buying behavior of people in every given social class group is similar.

25
With this, marketing activities could be tailored according to different social classes.

Social class should be noted that not only determined by income but also in other factors

as well such as: wealth, education, occupation etc.

In the same article stated that the lifestyle of customers is another important factor

affecting the consumer buying behavior. It refers to the way a person lives in a society

and is expressed by the things in his/her surroundings. It can be determined by customer

interests, activities, opinions etc and shapes his pattern of acting and interacting in the

world.

Parnell (2006) explains lifestyle almost the same as Shah (2016), which basically

means the way that individuals, families and societies live. It is exhibited in the

consumer’s buying and consumption behavior, as a specific lifestyle includes specific

desires and specific needs which might influence a consumer’s buying decisions.

Furthermore, the economic level at which people live is also considered as a part of their

lifestyle.

Customer lifestyle group is divided in nine groups in the article “NINE

CONSUMPTION LIFESTYLES” by Fournier (1992), the nine groups are Functionalists,

Nurturers, Aspirers, Experientials, Succeeders, The Moral Minority, The Golden Years,

Sustainers, and Sub sisters. Through this article which pointed a very particular sample,

the researcher's findings of the surveys in terms of group of lifestyle more specifically on

succeeders group would be supported. In the article it is identified that middle-aged

members of this group (59% are 35/54) possess by far the highest educational attainment

in the sample (66% graduated college). The tendency toward dual-earner status in white

26
collar jobs (56%) that made them the highest household income levels of any group in the

sample which also matches the result of Lavada Queen’s survey.

This will also create a meaningful employment for the people currently depending

on washing clothes manually in that we will be working on hundreds of customers

weekly and in return paying the employees a little more than what they get at the moment

( Lisa Napol 2014).

These people know laundry and they’ll educate you until you know it too.

Washing clothes a necessary duty but very tiring, time consume and boring. It also leaves

you with major backaches if you have to wash a lot of them. This service will save people

time and effort, giving people more time to rest and spend time with their family/friends

during the weekends (KaitKucy 2014).

Clothing is a basic need. It is really important in our life. And I guess, if people

don’t have any time to wash their clothes, laundry shop is very relevant if you have

money. People nowadays are very busy facing the real world on the other way

(2011).Consumers within the same demographic or geographic category may display

different lifestyles. Lifestyle segmentation (Psychographics) is helpful in providing a

better understanding of consumer thoughts and behaviours (Kennedy Mc-Coll 2005).

Web Advertising has a potential for informing more consumers to their businesses

and to increase the popularity and ease of access to the business and to inform customers

on the methods and services provided by the business (Berkowitz E, Kerin R, Hartley S,

Rudelius W).

27
Physical Evidence

Physical evidence in the marketing mix for service is about the atmosphere or

surroundings which the service makes, starting from an employee with interaction

between the customers that is joined by a tangible products or service. Physical evidence

consists of an illustration of a service like for example, the company stationery, company

website, reports, business cards, brochures and others. An example is the laundry shop,

the furnishing, design of shop and decoration even the lighting is considered as well as

the employee’s attitudes have a certain effect on the customer experience and the quality

of the service.

The service scope or the surroundings in which service occur is significant

especially in terms of communicating on the service and making positive customer

experience. According to Vliet, the service scope comprises three physical environment

dimensions which characterize the relative among services and environment, these

dimensions are the environmental conditions like the sound, temperature and smell.

Functions and space like the map, decoration and equipment, decoration and lastly is the

symbols, signs and artifacts such as decoration style, signature and personal touch.

Since services are intangible so continuously, customers are seeing for real

evidences to assistance them to appreciate the environment of the company service.

Physical evidence functions as the visual representation of what represents the company,

it facilitates and the relationships among employees and customers. A satisfied customer

is another vital point to consider because satisfied customers are the greatest promotional

for the services. Therefore the marketing strategy needs to be operative so that

satisfaction of present customers can be connected to possible consumers.

28
 In business like laundry services it is easier to keep customers coming back than

having new ones, that why the loyalty to customer service is of extremely importance.

For a business like laundry shop, honesty is considered as something that the customers

greatly appreciate. It can be done by making sure that all the customer’s clothes which

were endorse will be returned complete. The idea that your customer will just leave their

laundry for you to take care of it is the level of trust you would want to establish (Mallo

2012).

Process

According to Vincent Vliet, process of the service marketing mix signifies the

procedures, activities, protocols and other in which service is finally distributed to the

consumer. The component ‘process’ of the service marketing mix is important

component tin the whole marketing mix strategy in service and this component comprises

everything services and activities in which the people have an important role. Process

includes a classification of stages and actions since services are outcomes of activities

with customers.

For marketers it is essential to upkeep the communication on potential distribution

periods and performance of the management to customer expectations because as a

service is shaped of a chain of activities and it is essential to make the potential waiting

time concerning the activities into deliberation. Making and working operative service

processes are for the survival of service companies so it is significant that the service

companies achieve demand.

Additional distinctive representative of a process in connection to a service are the

indications to deliver and offers to the customer that frequently standardized or

29
customized approach established on the consumer’s wants and expectations. Feedback

from the consumer determines the essential constriction in the process by the purpose to

come across the consumers’ requirements. The distribution system and the elasticity of

the personnel are two additional important elements in the effective distribution of a

service. Companies offering service moreover practice a blue print method called

‘Service Blue Printing’ as services are dynamic and experiential. Service Blue Printing’

is a process-based technique that delivers a superior management of the service in the

part of interior and exterior interface that is transparent and ultimately implemented in

practice (Vliet2013).

It is best not just for the staff to know the process in the laundry service but

mostly to its owner. One thing that a laundry shop owner must deal with every day is

plugging the holes in leaking pipe, which does not refer only to actual pipe, but also the

other holes in the processes of the laundry shop which might lead to wastage or pilferage

of products. It is very important for the owner to see all the procedures which he/she

might see places where one can improve the efficiency of their service or at least he/she

can spot where there might be the pilferage is happening (Mallo 2012).

One of the best ways to make the process of a business easy is to understand its

operation. Everyone on the business should know the standard procedures and workflow

of a laundry shop. Some of the things they should be knowledgeable about laundry

operations are, learning ways on how to remove different types of stains, and making sure

not to damage clothing to return it to its rightful owner with satisfaction (Anlacan Jr.

2013).

30
 With the distinct growth in the industry of laundry shops and how the demand

from people is gradually increasing companies may want to take advantage of the

situation and widen their reach towards the customer. Especially now that other business

enthusiasts have started their own laundry shop business. Laundry businesses nowadays

are sprouting like mushrooms catering to the demands of the public. Companies must

now have a certain differentiation in their type of service in order to capture more

customers and have an edge against their competitors. The researchers conclude that for

companies to have a certain edge against their competitors, they must use strategies that

can cater the needs of their customers. Strategies like the 7ps of marketing can help

laundry businesses take advantage of the growing industry. Also utilizing inexpensive

marketing strategies like flyers can greatly increase the reach on the customers. Having a

strategic location in building a laundry shop business is the key to succeeding in the

industry. Taking advantage of the establishment in the surrounding environment such as

apartments and schools can be a great way to maximize profits. Also customer

satisfaction is a great strategy to maintain loyal customers, given that loyal customers are

sometimes the life blood of a service company business. Having Professionalism towards

the customers is one of the surest ways to keep customers. Giving a pristine service to the

customers in terms of taking care of the clothes being washed and returning them without

any damage can be a great factor in the repeat of purchase for your service rendered. All

of these strategies can greatly affect the growth of a laundry shop.

31
 Theoretical Framework

Figure 1: Zeithaml, 2006

The researchers are using the Gap model from The Gaps model of Service Quality

(Zeithaml et al, 2006) as their theoretical framework. The framework will help the

researchers in assessing service quality of the Lavada Queen Laundry shop whether or

not they are providing the right strategies in delivering service to their customers. The

framework is a great deciding factor in the formulation of a right strategy. The

researchers would be focusing mainly on the customer gap since this would be an

accumulation of all gaps and represents the difference between expectations and

perceived service.

32
 Conceptual Framework

Proposed Marketing
Customers Profile
Strategies
Demographics Consumer Gap Service
Psychographic 7P’s in Marketing
Quality Dimensions
Behavioral
Reliability Product
Price
Assurance
Company profile Place
Tangibility
Type of ownership Promotion
Empathy
Industry size People
Number of Employees Responsiveness
Asset size Physical Evidence
Annual revenue Process
Year Established

Marketing Strategy

Product
Price
Place
Promotion
People
Physical Evidence
Process

Segmentation, Targeting
and Positioning

Figure 2: Conceptual Framework

The conceptual framework is acquired from the consumer gap from the

theoretical framework. The researchers would be gathering the customer profiles in terms

of their demographic, psychographic profiles and buying behavior together with the

company’s profile and marketing strategies. The consumer Gap Service Dimensions will

33
be used as a tool in order to assess the quality of service Lavada Queen is providing. The

5 dimensions of service quality will also be used as a parameter to determine the

effectiveness of the marketing strategies being utilized by Lavada Queen Laundry shop.

With the data gathered, the researchers can now asses the lack and limitation of the

company. After which, the researchers would propose a marketing Strategies that would

be in the form of the 7P’s Marketing Mix.

34
 Chapter 3

Research Methodology

The researchers conducted a descriptive and quantitative type of research on

Lavada Queen Laundry shop where the respondents are the customers of the laundry

shop. Respondents are given questionnaires, which the researchers will ask them to

answer truthfully and with utmost respect. The researchers also conducted a one on one

interview with the customers to have a more accurate response. The data gathered will be

analyzed and from the findings of the data, conclusion and recommendations will be

formed.

All information gathered from the customers will remain confidential. The source

of any data that was used and incorporated in the study will be acknowledged according

as to add credibility and reliability in drawing conclusion and recommendations.

Research Environment

Figure 3: Lavada Queen laundry Shop Map

Lavada Queen Inc., is a professional cleaning establishment and has more than 15

years of experience in the laundry cleaning business. It is a big and profitable laundry
35
business that allows individuals to focus on other task as another individual washes your

laundry. Their range of services includes full service and self-service laundry, garment

repairs, alterations and or restorations, fabric treatments, stain treatment / removal and

preservation of memorabilia. They also have coin-operated self-service washing

machines that customers can use instead of the full service they offer.

It is a laundry service business that allows customers to drop off and pick up their

laundry on a later date. It is frequented by residences not only within the area but also

residents far away their establishment. Residences include apartments, condominiums

and small businesses, the location of Lavada Queen laundry shop is in F. Sotto Drive,

Cebu City 6000, Philippines (Main Branch) Contact Number: + 63 (32) 233-3438. Even

though this business started 15 years ago, it is still a well know and popular laundry shop

due to the location of the company which is very strategic mainly because of location of

their establishment, their quality of service and the convenience they give to their

customers. Their strategic location limits the customer’s preferences and alternatives.

Different types of vehicles are always taking route and passing by their location making it

a perfect location.

Research Respondents

In deciding the approximate number of respondents, the researchers of this study

measured the response rate related to the objectives of the chapter 2 related review of

literature. The researchers selected 125 customers of Lavada Queen Laundry Shop with

ages from 18 to 65 and 1 guide questionnaire for the owner. In determining this number

36
of customers, the researchers used the Slovin’s Formula in calculating the approximate

amount.

Below is the Slovin’s formula:

Where:

n = sample size

N = population size

e = margin of error that denotes the allowed probability of committing an error in

choosing small representative of the population.

February = 60

March = 60

April = 60

This gives us a total of 180 customers

Equation: 180 / (1 + 180 x 0.05²)

n = 125

Sample Size = 125 respondents

From 125 respondents only 121 survey questionnaires are answered.

37
Replacing the N and e with the approximate population size of 180 and the margin error

of 0.05 will result to the number 125.

There by, the total population size that will be used in this study would be 125. The

researchers will let the customers evaluate their customer’s satisfaction in Lavada

Queen’s shop.

The researchers were only able to gather data from 121 respondents. The reason being is

that some of the respondents chose not to answer the survey questionnaire.

Research Instruments

The researchers will do a survey questionnaire with the customers using the 20 –

item SERVQUAL questionnaire for the respondents and a self-administered interview

questions for the company:

1. Service Quality Survey Questionnaire for Lavada laundry shop – the

researchers adopted SERVQUAL questionnaire which was divided into two

parts:

 Part 1 – was all about the customer profiles of the respondents

including demographics, psychographic, and behavioral.

 Part 2 – comprised the expectations and perceptions of the

respondents toward the service quality of Lavada Queen Laundry

shop.

2. Interview Guide – the researchers had an interview with the owner in order to

determine the business profile of Lavada Queen Laundry shop in terms of

years of operation, ownership, annualincomeand capital size, number of

38
 employees, target market, and target market. The interview question was also

used to determine the current marketing strategies being used by the store.

Research Procedures

Gathering of Data

The Main sources of information that was being used in the gathering of data

were both the internet and online journals. The primary data derived from the answers of

the respondents and answers from the interview questions prepared by the researcher.

The secondary data are the data’s that supported the primary data derived the findings

stated in the published documents and literatures related to the research problem.

Treatment of Data

The researchers used statistical methods in formulation of the data findings, these

methods are the following:

1. Frequency and Percentage

The percentage and frequency distribution was used to categorize the

respondent’s profile. The frequency was used to determine the response of the

respondents.

The formula used in this technique was:

%= (f/n) x 100

Where:

F= frequency

N = total sample size

% = percentage

39
2. Mean scores

Another method used in this research was the mean scores. It was used to

determine the average response of the various options provided in different parts of the

questionnaires. The formula used was:

Mean score = Σ Sn* FN/N

Where:

Sn = score award to a particular point of the scale (1to 5)

FN = the sum of all the products of f and x, f being the frequency of each

weight and x as the weight of each

N = number of respondents.

3. Likert scale

Using the SERVQUAL questionnaire with 5 point Likert scale, it could examine

the five dimensions of service quality which are reliability responsiveness, assurance,

empathy and tangibility. The tool was used to measure both the expectations and

perceptions of service quality on a scale of 1to 5. The Gap score for each dimension was

calculated by subtracting the expectations from perception score. A negative gap means

that the actual service was less than expected.

P – E = GS

Where:

P = perception

E = Expectation

GS = Gap score

40
Likert scale Interpretation

Scale Interpretation

0 – 1.4 Very Dissatisfied

1.5 – 2.4 Dissatisfied

2.5 – 3.4 Neutral

3.5 – 4.4 Satisfied

4.5 – 5.0 Very Satisfied

41
 Chapter 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

On this chapter are the researchers results from the survey questionnaires in

tabulate form. The results of each question were also presented in different tables.

Analyses on the data presented are also included in each of the corresponding tables.

Customer Profile

The customer profile shows the profile of the target market of Lavada Queen in

terms of demographics such as age, gender, civil status, occupation and income. In terms

of psychographic profile which includes social class and lifestyle of respondents. Lastly

is the behavioral profile of the respondent which is the buying behavior.

Demographic Profile

The demographic profile of each respondent was asked to provide the necessary

information which includes age, gender, civil status, occupation and income.

Table 1 is the presentation of age of the respondents in range.

Table 1: Age of the Respondents

Age f %

16-20 10 8

21-30 59 49
31-40 32 27
41-50 16 13
50-62 4 3
Total 121 100

42
 Table 1 shows the demographic profile of the respondents according to age. From

the data illustrated above, out of one hundred twenty one respondents, 49 percent of those

who answered the survey were aged 21-30 years old while 27 percent are those aged 31-

40 years old who stands the second to use the services rendered by Lavada Queen and

only 3 percent of the respondents are 50- 62 years old.

The table 2 below is the presentation of the gender of the respondents and below

the table is the analysis and interpretation of the data.

Table 2: Gender of the Respondents

Gender f %

Female 57 47

Male 64 53

Total 121 100

Table 2 illustrates the percentage of male and female respondents and 53 percent

of the respondents were males and 47 percent were females since females are more likely

to do their own laundry than men which explains the difference of male and female

respondents in this study.

43
Table 3 is the presentation of the civil status of the respondents.

Table 3: Civil Status of the Respondents

Civil Status f %

Single 73 61

Married 34 28

Widowed 8 7

Separated 3 2

Divorced 2 2

Total 120 100

Table 3 shows that most respondents are single with a percentage of 61 percent

while only 28 percent are married. One percent of the total respondents left the question

blank and only 120 respondents answered the question.

Table 4 is the presentation of the occupation of the respondents gathered.

Table 4: Occupation of the Respondents

Occupation f %
Medical profession 14 12
Students 20 18
Professionals 54 47
Sales/Marketing 9 8
Self-employed/Business owner 13 11
Retired 1 1
Gov’t employee 1 1
Delivery man 1 1
Maid 1 1
Total 114 100

44
 Table 4 shows that a total of 47 percent of the respondents are professionals

followed by students at 16 percent since these are the type of people who are busy

working and can no longer spare time in doing laundry and the same as the what Laundry

Business industry in Philippine stated that there is a lot of potential market for a laundry

shop and some of the major sectors in which a laundry shop owner can consider a big

market are young professionals, students and working individuals. While 11 percent of

the respondents are self-employed or business owners since business owners are also

busy and would rather let others do the dirty work for them. 6 percent of the total

respondents answered unemployed or choose to not answer because some of the

respondents are students that still are unemployed. Only 114 out of 121 respondents

answered their occupation.

Table 5 is the presentation of income of the respondents.

Table 5: Income of the Respondents

Income f %

Less than Php5,000 1 1

Php5,000 - Php10,000 8 9

Php10,000 - Php15,000 8 9

Php15,000 - Php20,000 27 30

Others: more than Php20,000 46 51

Total 89 100

Table 5 shows that a total of 51 percent of respondents earns more than Php

20,000 since most of the respondents are professionals and are the most suitable market

45
for the price range of the laundry shop. Followed by 26 percent of the respondents had no

answer or not applicable since some of the respondents are students who are still not

earning income. Lastly 7 percent of the respondents earn less than Php5, 000 since some

of the customers would just ask their maids to deliver their clothes to the shop. From 121

respondents only 89 of them give and answered their income.

Table 6 is the presentation of the educational attainment of the respondents.

Table 6: Educational Attainment of the Respondents
Educational Attainment f %
Elementary graduate 1 1
High school graduate 16 14
College graduate 82 69
Others: Post graduate 5 4
College level 14 12
Total 118 100

Table 6 shows that a total of 68 percent of the respondents are college graduate

because most of them are business professionals. Followed by 13 percent and 11 percent

of the respondents are high school graduate and college level respectively since some of

them are students and are currently at the college level. 3 percent of the total respondent

left the question unanswered.

Psychographic
The psychographic of the respondents was asked to provide the lifestyle of the
respondents and the social class which the respondents belong.

The table 7 is the presentation of the lifestyle of the respondents which

46
respondents are allowed to answer more than one kind of lifestyle.

Table 7: Lifestyle of the Respondents

Lifestyle f
Resigned 14
Struggler 12
Mainstreamer 22
Aspirer 13
Succeeder 28
Explorer 26
Reformer 13
Total 128

The table shows that most of the respondents have a succeeder type of lifestyle

since most of the respondents are professionals who have a strong goal orientation and

have great work ethics. Followed by the explorer type of lifestyle with 26 answers from

the respondents this is because some of the respondents are young and still have lots of

energy to spend and are looking for great adventures.

Table 8 is the presentation of the social class of the respondents.

Table 8: Social Class of the Respondents

Social Class f %
Upper Class 15 13
Middle Class 85 71
Working Class 17 14
Lower Class 1 1
Total 119 100

47
 Table 8 shows that a total 70 percent of the respondents belong in the middle

class. Followed by a total of 14 percent of the respondents who belongs in the working

class since some the respondents are security minded. 2 percent of the respondents left

the question unanswered.

Buying Behavior
Buying behavior of the customers profile is asked to provide the frequency of
visit of the respondents to the laundry shop, the money spent of the respondents and the
consideration in choosing Lavada Queen.

Table 9: Frequency of Visits of the Respondents

Frequency of visit f %
Once a month 17 15
Twice a month 34 29
Thrice a month 10 8
Others: More than thrice a month 51 44
First time 4 3
whenever in Cebu 1 1
Total: 117 100

Table 9 shows that a total of 42 percent of the respondents visit more than thrice a

month in Lavada Queen Laundry. One of the respondents only visits the Lavada Queen

whenever in Cebu because of its availability and the services offered by Lavada Queen. 3

percent of the respondents didn’t answer the question.

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Table 10: Money Spent of the Respondents

Money Spent f %

Php 50 -100 3 3

Php 100 – 200 11 9

Php 200 – 300 24 21

Php 300 – 400 48 42

Others: More than 400 28 25

Total: 114 100

Table 10 shows that a total of 40 percent of the respondents spend Php 300-400

on Lavada Queen Laundry. Followed by 23 percent of the respondents who spends more

than Php 400 on Lavada Queen while 5 percent of the respondents didn’t answer the

question.

Table 11:Consideration of the Respondents

Consideration f
Price 43
Brand Popularity 47
Quality of Service 93
Availability 45

The table shows that the respondents would take more into consideration in

choosing a laundry shop the quality of service they can offer since most of the

respondents are professionals and would care more about the quality of service rather

49
than the price since they can afford to pay more. The next consideration is the brand

popularity and the availability of Lavada Queen with the frequency of 47 and 45

respectively.

Company Profile

The owner of Lavada Queen Laundry shop was asked of the shop's business
profile in terms of business ownership, services offered, year established, and number of
employees, annual revenue, and capital size. The researchers also asked about the current
marketing strategies of the company in terms of STP, services, price, place, promotion,
people, physical evidence, and process. The data below shows the business profile of
Lavada Queen Laundry shop.
1. Business ownership
Lavada queen laundry shop is a corporation type of ownership.
3. Services offered
Table 12: Company Services Offered
Services offered Prices
Full service:
Wash & fold Php 80/kg
Wash & press Php 100/kg
Press Php 75/kg
Self- service:
Wash Php 70/3.5kg
Dryer Php 7-/3.5kg
Full service comforter:
Comforter drying only Php 90/kg
Comforter spin and dry only Php 125/kg
Fabric treatment
Color enhancement/piece X2 of Php 135
Total color removal Php 395
Laundry pick up around:
Block or closer Php 400 min charge
Within 5 km radius Php 600 min charge
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 3. Years established

Lavada queen laundry shop was established on 1998.

4. Number of employees

Lavada queen has 10-13 employees in their main shop alone.

5. Annual revenue

The annual revenue of lavada queen is Php 1-2 million

6. Initial capital size

The initial capital size of Lavada queen is Php 4-5 million

Segmenting, Targeting, and Positioning (STP)

The target market of Lavada queen laundry shop are students who are busy,

professionals who are busy doing their laundry, people who like high quality service.

They identified their segmented market through experience, researches, and studies. The

owners saw a great opportunity before when no laundry services were being offered in

Cebu. They asked international companies on creating a laundry shop business. They also

made tours in other countries to look at other laundry shop for references.

Targeting

The company is targeting the demographics, psychographics, geographic and

behavioral of the customers. The considerations they made in coming up with their

segmented market are the income of the customers, their availability, and their choice for

superior quality service.

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Positioning

Lavada queen laundry shop differentiates their product from other competitors

with high quality work and great customer service. They position their service with

superior quality against their competitors.

7Ps Marketing Mix

Services

Lavada queen offers full and self-service, full service comforter, Fabric treatment,

picks up delivery valet service, upholstery cleaning, carpet, stuffed toys, household items,

and repairs and alterations. They chose to have a variety of services offered because they

want to make it a one stop shop complete wardrobe care for their customers. They chose

these types of services offered by their company because it is what most people need in

wardrobe care. The business specialty of their company is their chemist formulated

ingredients for their laundry services, and also their fully automated top quality US brand

machine. They also offer after purchase services by offering five times the payment of

the service for every lost shirt.

Price

The owner believes she is offering a reasonable price with regards to their cost of

service offered. They are using the cost base pricing strategy for their service offered.

They came up with their pricing strategy mainly because of their costing and plus profit.

They firmly believe in doing thing right with their services that is why their prices are

high because of the quality of service they are providing.

52
Place

The company is not easily accessible because of low traffic activity in their area.

The marketing channels they are currently using are advertising, social media, catalogs

and brochures. They chose the marketing channel mainly because they taught it would

work in providing accessibility for their customers.

The company currently has 2 branches. They also offer discounts to customers

who avail their services in great volume. The considerations they took in choosing the

location of the company is the building itself with marbled floor, the comfortability of

their employees and the security it would instill not only for the customers but the

employees as well.

The company has their own website but is no longer updated. They decided to

create a website because of the exposure it can bring for their company. It can give great

exposure to people and more accessibility for customers to reach them. They offer

seminars to students and other people seminars about the proper way in doing laundry.

Promotion

The company's promotional methods are leaflets/brochures, social media, TV

advertising, business cards, newspapers and magazines, and word of mouth. The

considerations they took in choosing the promotional methods are the target audience and

the cost it would take.

People

The consideration they took in employing new personnel for their company are creativity,

happy personality, education, and doesn't mind doing this type of job. The owner’s pre

53
 evaluate the applicants of their company. The owner believes that the overall

management of the company is well managed because she manages the company herself.

Physical Evidence

The main reason why they chose to have a fine ambiance and well decorated place

for their company is their personality. They like nice things, and want to have a great

environment for themselves, their employees and especially their customers. They choose

to have a parking lot for their company because of their orientation on customer delight.

The considerations they took in choosing the equipment’s for their services offered are

durability and quality of work and the convenience to operate for their customers.

Process

The company’s store hours is convenient for their customers because they open at

7 in the morning and closes at 8 in the evening. They chose the opening and closing time

for their shop because they want to accommodate later and early hours. The owner

believes that the overall customer satisfaction in the experience at the shop is 9/10.

Service Quality five Dimensions

Table 13: Tangibility Dimension

Tangibility Mean Mean Gap Likert Scale

Expectation Perception Interpretation
Lavada has great equipment 4.51 4.56 0.05 Very
Dissatisfied
Lavada Queen’s Physical facilities and 4.49 4.23 -0.26 Very
offices are virtually appealing Dissatisfied
Lavada Queen’s employees are well 4.51 4.55 0.04 Very
dressed Dissatisfied
Physical environment of Lavada Queen is 4.73 4.60 -0.13 Very
clean Dissatisfied

54
 Most of the respondents agree that a laundry shop should have a great equipment

and most of them agree that Lavada queen has great equipment which resulted into a

positive gap score of 0.05 which means Lavada’s was able to met their customers’

expectation.In-terms of physical facilities and office appeal most of the customers agree

that those facilities and offices should be virtually appealing and most of the customer

also agree that Lavada has virtually appealing offices and facilities while the gap shows

that Lavada didn’t met their customers expectation as the gap score resulted into -

0.26.Most of the customers agree that employees of a laundry should be well dressed and

they also agree that Lavada’s employee are well dressed which resulted into positive gap

score of 0.04.The customers also believed that physical environment should be clean and

agree that Lavada’s physical environment is clean but still they didn’t met their customers

expectation as it resulted with a gap score of -0.13.

Table 14: Reliability Dimension

Reliability Mean Mean Gap Likert Scale

Expectation Perception Interpretation
Lavada Queen performs their service right 4.66 4.42 -0.24 Very
the 1st time Dissatisfied
Lavada Queen is dependable in their 4.69 4.35 -0.34 Very
service offered Dissatisfied
When a problem arises, Lavada Queen 4.67 4.53 -0.14 Very
show sincere interest in solving it Dissatisfied
Lavada Queen promises to something by a 4.68 4.53 -0.15 Very
certain time, it does so Dissatisfied

55
 With a gap score of -0.24 Lavada Queen has not met customer’s expectation with

their perception. Respondents has experienced that Lavada Queen aren’t perform their

services right at the first time and this gap signifies that Lavada Queen failed to achieve

customer satisfaction in terms of performing the service. With the gap score of -0.34,

Lavada Queen isn’t dependable in their service offered. Lavada Queen fails to

dependable to their services offered to the customers and the discrepancy shows how

customers are handled by the lavada in term of the services that customers need and

unfortunately the Lavada Queen has not given the customers what they want.With the

gap score of -0.14, Lavada Queen isn’t show sincere interest in solving problems. Lavada

Queen misses to give sincere interest in solving problem when there are comes in and in

this inconsistence they fails to give the sincerity of solving problem all the time.With a

gap score of -0.15 Lavada Queen has not meet the customers’ expectations with their

perception in promises to something by a certain time. Lavada Queen failed to achieve

customers’ expectations since the customers expected more for the company as Lavada

Queen rendered their services to the customers.

Table 15: Responsiveness Dimension

Responsiveness Mean Mean Gap Likert Scale
Expectation Perception Interpretation
Employees in Lavada Queen are willing 4.68 4.40 -0.28 Very
to help Dissatisfied
Employees are always ready to respond 4.64 4.35 -0.29 Very
to requests Dissatisfied
Employees make information easily 4.59 4.32 -0.27 Very
obtainable by customers Dissatisfied
Employees give prompt services to 4.66 4.40 -0.26 Very
customers Dissatisfied

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 With a gap score of -0.28, respondents fail to see and feel the willingness of

Lavada Queen’s employees to help the customers. Lavada Queen shown a negative

output according to the ratings that the respondents have set in terms of

theiremployeeswillingness to help.With a gap score of -0.29,Lavada Queen has not

prioritized in readiness to respond to the customer’s request. With the Dilemma, Lavada

Queen fails to provide prompt service. With a gap score of -0.27, Lavada Queen

Employees has not met the customer’s expectation with their perception in making

information easily obtainable by customers. This signifies that Lavada Queen Employees

fails to deliver or make the information’s easy to understand for customers to be satisfied

andget what they want.With a gap score of -0.26, respondents not met promptly services

for the Lavada Queen employees which explain the gap. This shows that Lavada Queen

has not given the customers what they want.

Table 16: Assurance Dimension

Assurance Mean Mean Gap Likert Scale
Expectation Perception Interpretation
Customers feel safe in their transactions 4.75 4.59 -0.16 Very
with the employees Dissatisfied
Employees of Lavada Queen are 4.64 4.37 -0.27 Very
consistently courteous Dissatisfied
The behavior of employees in Lavada 4.64 4.38 -0.26 Very
Queen instills confidence in you. Dissatisfied
Employees are knowledgeable about 4.70 4.28 -0.42 Very
answering your queries. Dissatisfied

The respondents strongly agreed that they should feel safe in their transactions

with the employees of Lavada Queen. While the perception side of the respondents

agreed that they feel safe in their transactions of the employees of Lavada Queen. This is

57
because that the management takes good care of their employees and gives them more

than the minimum wage thus encouraging their employees to work with integrity. The

gap result is -0.16 which means that Lavada Queen failed to meet the expectations of

their customers. The respondents strongly agreed that employees of Lavada Queen should

be consistently courteous with their customers. While the perception of the respondents

agreed that employees of Lavada Queen are consistently courteous to their customers.

Since the management takes good care of their employees. Employees also take good

care of their customers in return. The gap result is -0.27 which means that Lavada Queen

failed to meet the expectations of their customers. The respondents strongly agreed that

the behavior of employees in Lavada Queen should instill confidence in them. While the

perception of the respondents also agreed that the behavior of employees in Lavada

Queen instills confidence in their customers. The gap result is -0.26 which shows that

Lavada Queen failed to meet the expectation of their customers.Most of the respondents

strongly agreed that employees should be knowledgeable about answering the customers’

queries. While the perception of the respondents also agreed that employees of Lavada

Queen are knowledgeable about answering their queries. This is because the management

gives a yearly training to their employees and sends them to seminars on laundry

services. The gap result is -0.42 which shows that Lavada Queen failed to meet the

expectations of their customers.

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 Table 17: Empathy Dimension
Empathy Mean Mean Gap Likert Scale
Expectation Perception Interpretation
Operating hours of Lavada Queen are 4.70 4.54 -0.16 Very
convenient to customers Dissatisfied
Lavada Queen have their customers’ 4.72 4.47 -0.25 Very
interest at heart Dissatisfied
Employees of Lavada Queen give 4.61 4.32 -0.29 Very
customers personal service Dissatisfied
Employees of Lavada Queen understands 4.60 4.69 0.9 Very
your specific need Dissatisfied

Most of the respondents agree that Lavada Queen’s operating hours are

convenient to customers. With a gap score of -0.16, Lavada Queen has not met

customers’ expectation with their perception. The reason being is that most of the

respondents are professionals and have a very busy lifestyle and still would prefer an

earlier or later operating hours in doing laundry. Most of the respondents agree that

Lavada Queen should have their customers’ interest at heart. While the perception side of

the customers also agreed that Lavada Queen have their customers’ interest at heart

because the management of Lavada Queen makes sure to put the interests of the

customers first. The gap result is -0.25 showing that the customers perception wasn’t able

to meet their expectations. The respondents agree that the employees should give

customers personal service especially in catering their needs. The respondents also agree

that Lavada Queen’s employees give their customers personal service based on their

perception and the gap score result is -0.29 showing that Lavada Queen failed to meet the

59
 customers’ expectations. The respondents strongly agreed that Lavada Queen

should understand the specific needs of their customers. While the perception of the

customers also agreed that Lavada Queen understands the specific needs of their

customers. The reason for this is because of the knowledge that the management has with

regards to giving laundry service to their customers.

Table 18: Lavada Queen’s customers’ expectation and perception with service
provider gap
Dimension Expectation Perception Service Likert Scale
Provider Gap Interpretation
Tangibility 4.56 4.43 -0.13 Very Dissatisfied
Reliability 4.65 4.42 -0.23 Very Dissatisfied
Responsiveness 4.60 4.33 -0.27 Very Dissatisfied
Assurance 4.65 4.37 -0.28 Very Dissatisfied
Empathy 4.57 4.48 -0.09 Very Dissatisfied

Overall weighted SERVQUAL score: -0.2

The results of the mean of every service dimensions are presented in table 17

above. The table shows that the highest dimension expectation is both reliability and

assurance which means that the customers expected the employees to be more customer

oriented. The highest dimension perception is empathy which means that the employees

of Lavada Queen are more inclined in giving the optimal service to their customers and

have the customers’ interest at heart. It is also seen that assurance is the dimension with

the highest gap score of -0.28, followed by responsiveness with -0.27 and empathy with

the least gap score of -0.09. This means that assurance was the most lacking dimension

60
performed by Lavada Queen Laundry shop. Using the mean score analysis, it meant that

customers of Lavada Queen were very dissatisfied with the all the dimensions of service

quality.

Proposed Recommendations

Segmentation and Targeting

The management should take into account to possibility of catering their services

to other target markets. Segmenting new markets that are more prices oriented than

quality oriented. A great example would be segmenting low income earners and students

who would normally go for lower prices especially in laundry services.

Positioning

The positioning of Lavada Queen's current offers is already sufficient in capturing

their current target market. The superior quality of Lavada Queen is greatly attracting

professionals. But in order for them to be more profitable, the management should

position themselves to new markets, lowering their current prices, lower the costs in

doing the service, and using normal detergents for their services offered but still having

superior quality against their competitors. Lavada Queen should also identify themselves

as a company that cares and shows love for their customers and who puts their customers

first all the time.

Marketing Mix 7Ps

The 7Ps are used in bridging the gap of the service quality provided by Lavada

Queen. It is also used to continually evaluate business activities. The service quality

61
dimensions are analyzed and evaluated with the use of the 7Ps which are product or

service, price, promotion, place, physical evidence, people, and process. This helps in

generating a recommendation of Lavada Queen Laundry shop in their service quality.

Service

Lavada Queen Laundry shop can look into creating value for its customers by

simply meeting the expectation of their customers. Even though the laundry shop is

already giving much value for their customers to the point of even sacrificing profit in

order to achieve customer delight, Lavada Queen still needs improvements in the service

they are offering. Lavada Queen already has a variety of services offerings that are

suitable for its target marketmaking a one stop shop for its customers. But Lavada Queen

has only a few number of customers compared to its competitors. The reason being is that

their competition has different target markets. The competitive edge for other competitors

is their pricing strategy which Lavada Queen cannot really compete because the

management does not want to sacrifice their superior quality for profit. The researchers

highly recommend that the management should take into considerations offering new

services in order to hit a new target market. Lowering the cost for their services can really

decrease the price in their Lavada. Instead of using high grade imported ingredients, the

management should try using local ingredients for people who thinks that price is the

thing that most matters in availing a laundry service. Cheaper services but still with

superior quality against other competitors and offering water for the customers can

greatly increase the satisfactory level of the customers especially for customer who would

prefer their self-service laundry. The packaging of their finished service should contain

their brand so as to provide brand identity in the perception of the customers. The staffs

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should be able to deliver on time their newly washed clothes so as to avoid any

inconvenience for the customers. In order to provide assurance to the customers, the staff

should be knowledgeable about the services offered by the company to provide answers

immediately for the customers.

Price

Lavada Queen Laundry shop should consider displaying their prices of their

services visibly for customers to see clearly. The management should also consider

pricing strategies that would be beneficial not only for the customers but to the company

as well. One pricing strategy that is very popular and is overly used nowadays is

psychological pricing, wherein the price of a service is set slight lower than rounded

numbers, in the belief that customers do not round up prices, and so will treat them as

lower prices than the really are. An example for this would be instead of offering

Php70/kilo, the management can offer Php68/kilo. This in turn would attract more

customers and at the same time increase overall customer satisfaction but without

sacrificing much profit. The management should also be transparent with their costs of

services and should have no hidden charges in availing the other services offered by

Lavada Queen. It is highly recommended that the management should consider

penetrating another target market by lowering their prices so as to compete with other

competitors. Cutting the cost of their services and offering lower prices for penetration of

a new market will greatly attract new customers and increase profit for Lavada Queen

Laundry shop. Also to improve the overall quality of service for their shop, the

management should encourage the staffs to have the best interest of their customers at

heart especially in dealing a mistake with regards to money. The staffs should have an

63
error free transaction in dealing with their customers. The staffs should convey to their

customers the value they are getting in availing the services offered by Lavada Queen.

They should let the customers know and feel that they are getting what their money is

worth in availing the services of Lavada Queen laudry shop.

Place

The accessibility of Lavada Queen Laundry shop is really low because of its

location and poor exposure of their location. Even though the road access has quite few

traffic in the area, the shop still isn't quite noticeable for people.The other branch of

Lavada Queen Laundry shop should also have the same standards as their main branch.

The management should consider using marketing channels that can help them gain

exposure for their company. Advertising their company is one way to gain exposure for

their company and hitting their target market. Another way for the company to provide

ease of access for their customers is having a website. Lavada Queen already has a

website but is not up to date and doesn't have much exposure. The reason for this is that

the website they are using is just a free to make website and has very poor exposure. The

management should update their website and make another one in another site that offers

much exposure. One website would be blogger.com; they offer a free to make website

and also a paid website that can provide great accessibility for Lavada Queen Customers.

The management should also use facebook as a marketing tool and pair it with their

website. This will help bridge the gap for customers wanting to know more about Lavada

Queen. The location is the greatest factor in the success of not only in laundry shop but

other businesses as well. The management should consider penetrating locations with

high population area. Since Lavada Queen offers high price with superior quality service,

64
the management should consider opening a shop in an area with a high percentage of

renters in the population. The management should consider opening a store near

condominiums and apartments since these are the type of people who would normally

avail a laundry service.

Promotion

The management should be more aggressive in their promotional methods. They

should again use leaflets or brochures that can gain attraction to their company. The most

cost effective way of gaining exposure and attracting customers nowadays is social

media. Using Facebook is a marketing tool can provide great exposure for their company.

Paying only a small amount for paid advertising in Facebook can give the page a number

of viewers. The management should also offer volume discounts to customers and should

also have loyalty discounts or offer coupons to customers. This in turn will not only

attract more customers but also increase the customers overall satisfaction. The

management should continue doing their seminars for students about doing laundry to not

only provide more exposure but to help other people as well.

People

The employees play a huge part in the providing service for their customers.One

of the most important considerations a business should look at first especially in service

is their people’s personality and capabilities in doing well with their jobs. The

management already are taking great care of their employees especially that they are

giving them more than the minimum wage. The management should have a regular

assessment for their employee’s quality of work and also continue the regular trainings

for their employees. In laundry business it is also advisable for the management to always

65
consider what their staffs wear as they are the one who represents the business. Aside

from what their staff wear, their attitude on how they treat their customers is also

important, being polite to them makes them feel comfortable which keeps them coming

back to Lavada Queen. In hiring new staff experiences in laundry field would always be

the best qualification. It is important for each staff to have knowledge on every detail of

their service offered, through trainings and orientation they can enhance their staff. Top

management should also interact with their staff to build good working relationship

which would help them to easily communicate and also understands their need. Their

willingness to give their best in their jobs would always affect their customer’s views and

judgement on their service quality. In every company their people are the one who bring

success, if they feel good inside it would be easy for them to do their job.

Physical Evidence

The environment of Lavada Queen Laundry shop is clean, and has a very fine

ambiance not only compared to other laundry shop companies but also to indirect

competitors as well. It would be beneficial for the part of the customers in providing

shade in the waiting and provide a cooling system or an electric fan to boost overall

customer satisfaction. Since the self-service of their shop takes a great amount of time to

finish, it would be best if they were to provide some sort of entertainments for their

customers. Placing a television in their waiting area would cost much but will increase

customer satisfaction, also than management should offer free Wi-Fi for their customers

so that they will be more inclined in availing their self service offers. The management

shouldn't be very lenient for their employees and should regularly orient and include

them in the company’s visions and overall goals. The management should also provide

66
rules and regulations inside the premises of their company.They should also consider

hiring a security guard in order for customers to feel safe in the vicinity of Lavada Queen.

Also, installing CCTV cameras in their shop should also be taken into account to instill

confidence in not only to the customers but to the employees as well.

Process

In serviceindustry, process is very important for the proper flow of service in order for the

customers to satisfy. Lavada Queen's operating hours are already catering to the needs of

most of their customers but still they were not able to meet the expectations of the

customers with regards to their operating hours. The management should consider

opening at a much earlier time and closing at a later time. Especially that most of their

customers are professionals and students who are really busy and would normally go to

work or class very early in the morning and get out of work late at night. The employees

should also be welcoming to customers; a simple greeting from the employees would

increase customer satisfaction.

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 Chapter 5

SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS

This chapter reports the summary, findings, conclusion and recommendations that

resulted from the study. This chapter would tackle on Lavada Queen overall service

quality with recommendations that can be implemented for improvement.

SUMMARY

The overriding purpose of this study was to determine the relative importance of

assessing the service quality of Lavada Queen Laundry shop. Since Lavada Queen is

known for its high in quality service and competitive one among laundry industry in

Cebu, this study serves as a primary data whether customers are affected by its

competitiveness.

Chapter one which is the introduction, includes the rationale of the study, statement

of the problem, significance of the study, scope and limitations, and the definition of terms. The

rationale of the study is to assist future marketing researchers in studying the different

marketing strategies being used by businessmen in the laundry shop, and to learn the

current problems being faced by the laundry business. This study aims to assess the

service quality of Lavada Queen Laundry shop in order to improve its services. To

address the following research objective the researchers should get the profile of the target

market, identify the company profile, know the service offered and the segmentation,

targeting and positioning (STP) of Lavada Queen, the service quality perceptions of their

customers in terms with the five dimensions and the recommendations of the researchers

that can improve the service quality of Lavada Queen Laundry shop.

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 Chapter two is the theoretical background. It has the review on related literature

on the importance of the laundry shops industry as its demand has become bigger every

year. The study’s aim to know the service quality, which concept is commonly used as it

would help to describe, explain, anticipate and resolve some issues to the different

degrees of commitment. Through defining service quality, business would be able to

deliver a higher quality of services that would increase customer satisfaction which is

supported by the gap model of service quality and its dimensions; Tangibility, reliability,

responsiveness, assurance and empathy. It also includes the strategy 7P’s of marketing.

The researchers are using the Gap model from The Gaps model of Service Quality

(Zeithaml et al, 2006) as their theoretical framework. The conceptual framework is

acquired from the consumer gap from the theoretical framework.

Chapter three which is the research methodology. The researchers conducted a

descriptive and quantitative type of research where the respondents are the customers of

the laundry shop. Respondents are given questionnaires and researchers will also conduct

a one on one interview with the customers to have a more accurate response. The data

gathered will be analyzed and from the findings of the data, conclusion and

recommendations will be formed. Research environment, respondents, instruments and

procedures are found in chapter three. Although the researchers selected 125 customers

of Lavada Queen Laundry Shop they were only able to gather data from 121 respondents.

The research instruments used is a SERVQUAL questionnaire for the respondents which

with 5 point Likert scale, it could examine the five dimensions of service quality which

are reliability responsiveness, assurance, empathy and tangibility, and a self-administered

interview questions for the company.

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 Chapter four contains presentation, analysis and interpretation of data. The

researchers presented results from the survey questionnaires in tabulate form. The results

of each question were also presented in different tables which analyses of the data

presented are also included in each of the corresponding tables. The chapter contains

seventeen tables including the customer’s profile, the services offered by Lavada Queen,

the 5 dimensions and the table of Lavada Queen’s customers’ expectation and perception

with service provider gap. Lavada Queen’s segmenting, targeting, and positioning (STP)

strategy and 7p’s of marketing is also present. The researchers also included their

proposed recommendations for Lavada Queen.

Chapter five contains the summary, findings, conclusions and recommendations

that resulted from the study. This chapter tackled Lavada Queen’s overall service quality

with recommendations that can be implemented for improvement. The researchers based

their findings through the results of the customer and company survey. The researchers

recommended that the management should work on meeting the expectation of the

customers and focus on achieving customer delight. They above all should consider

implementing our proposed marketing strategies in order to attract customers and

increase overall customer satisfaction.

FINDINGS

Customer Profile

1. Based from the customers data the findings of the study.

The demographic profile of the respondents according to age, from the data out of

one hundred twenty on respondents forty nine percent of those who answered the

70
survey were aged 21-30 years old whose frequent use the services of Lavada

Queen and since most of their customers are business professionals and students.

The gender of the respondents, the percentage of male and female respondents

and sixty four percent of the respondents were males and fifty seven percent were

females since females are more likely to do their own laundry than men which

explains the difference of male and female respondents in this study. The civil

Status of the respondents, most respondents are single with a percentage sixty

while only twenty eight percent are married. The respondents are mostly single

because most of them are young professionals and students who have no time in

doing their laundry. In terms of occupation of the respondents, a total of forty five

percent of the respondents were professionals and seventeen percent students

since these are the type of people who are busy working and can no longer spare

time in doing laundry. Income of the respondents is thirty eight percent are high

amount of earns which more than Php20,000 since most of the respondents are

professionals and are the most suitable market for the price range of the laundry

shop. Lastly, the educational attainments of the respondents are mostly college

graduate because most of them are business professionals.

In the psychographic profile of the respondents, most of the respondents

have a succeeder type of lifestyle since most of the respondents are professionals

who have a strong goal orientation and have great work ethics and an explorer

type of lifestyle since some of the respondents are young and still have lots of

energy to spend and are looking for great adventures. The social class of the

71
 customers where belong in the middle class since most of the respondents are

achieving professionals and career oriented.

More than thrice a month is the frequency of visits of the respondents in

Lavada Queen Laundry shop and they spend money around Php300-400 on

Lavada Queen since most of the respondents are earning high salaries and can

give more money in exchange for high quality service and respondents consumes

a lot of clothes since so they spend more. The respondent’s consideration in

choosing a laundry shop is the quality of service.

Company Profile

2. The findings of business profile of the study.

The owner of Lavada Queen Laundry shop says that Lavada queen laundry shop

is a corporation type of ownership. The services offered full service with include

wash & fold for Php 80/kg, wash & press for Php 100/kg and press for Php 75/kg

and in self-service, Lavada Queen offered wash for Php 70/3.5kg and dryer for

Php 7-/3.5kg. Full service comforter: comforter drying only for Php 90/kg and

comforter spin and dry only for Php 125/kg, fabric treatment: color

enhancement/piece for x2 of Php 135 and total color removal for Php 395 and in

laundry pick up around: block or closer Php 400 min charge and within 5 km

radius for Php 600 min charge.Lavada queen laundry shop was established on

1998 with 10-13 employees in their main shop alone and the annual revenue is

Php 1-2 million with initial capital size of Php 4-5 million.

72
3. Lavada Queen service offered in terms of:

7Ps Marketing Mix

Lavada queen offers full and self-service, full service comforter, Fabric

treatment, pick up delivery valet service, upholstery cleaning, carpet, stuffed toys,

household items, and repairs and alterations. They chose to have a variety of

services offered because they want to make it a one stop shop complete wardrobe

care for their customers. In price the owner believes she is offering a reasonable

price with regards to their cost of service offered.

They are using the cost base pricing strategy for their service offered.

They firmly believe in doing thing right with their services that is why their prices

are high because of the quality of service they are providing.

In terms of place, the company is not easily accessible because of low

traffic activity in their area and the company currently has 2 branches.

For promotion the company's promotional methods are leaflets/brochures,

social media, TV advertising, business cards, newspapers and magazines, and

word of mouth. The considerations they took in choosing the promotional

methods are the target audience and the cost it would take.

In consideration of people, they took in employing new personnel for their

company are creativity, happy personality, education, and doesn't mind doing this

type of job and the owner believes that the overall management of the company is

well managed because she manages the company herself.

73
 For physical evidence, the main reason why they chose to have a fine

ambiance and well decorated place for their company is their personality. They

like nice things, and want to have a great environment for themselves, their

employees and especially their customers. They choose to have a parking lot for

their company because of their orientation on customer delight.

The considerations they took in choosing the equipment’s for their

services offered are durability and quality of work and the convenience to operate

for their customers. In process, the company’s store hours is convenient for their

customers because they open at 7 in the morning and closes at 8 in the evening

and the owner believes that the overall customer satisfaction in the experience at

the shop is 9/10.

Segmenting, Targeting and Positioning (STP)

The target market of Lavada queen laundry shop are students who are

busy, professionals who are busy doing their laundry, people who like high

quality service. The company is targeting the demographics, psychographics,

geographic and behavioral of the customers. The considerations they made in

coming up with their segmented market are the income of the customers, their

availability, and their choice for superior quality service. Lavada queen laundry

shop differentiates their product from other competitors with high quality work

and great customer service. They position their service with superior quality

against their competitors.

74
4. Service Quality Perception of Customers

For the service quality perception of the customers in terms of tangibility,

most of the respondents agree in terms of great equipment, physical facilities and

office appeal and well-dressed employees of Lavada Queen. The customers also

believed that physical environment should be clean and they agree that Lavada’s

physical environment is clean but still they didn’t met their customers

expectation.

As respondents ratings, the reliability of Lavada Queen has not met

customer’s expectation with their perception in terms of perform their services

right at the first time, fails to dependable to their services offered to the

customers, misses to give sincere interest in solving problem when it arises and

with their perception in promises to something by a certain time. This gap

signifies that Lavada Queen failed to achieve customer satisfaction.

In responsiveness of Lavada Queen’sfail to see and feel the willingness of

employees to help and employees has not prioritized in readiness to respond to the

customer’s request. Employees of Lavada Queen fails to deliver or make the

information’s easy to understand for customers to be satisfied and get what they

want.

As assurance the respondents strongly agreed thatthey should feel safe in

their transactions with the employees of Lavada Queen and the respondents

strongly agreed that employees should be consistently courteous with their

customers. Respondents also strongly agreed that the behavior of employees

75
 Queen should instill confidence in them and employees should be knowledgeable

about answering the customers’ queries.

Lastly, respondents agree that Lavada Queen’s operating hours are

convenient to customers since the respondents are professionals and have a very

busy lifestyle and still would prefer an earlier or later operating hours in doing

laundry. They also agree that Lavada Queen should have their customers’ interest

at heart and employees should give customers personal service especially in

catering their needs. The respondents strongly agreed that Lavada Queen should

understand the specific needs of their customers as their empathy.

The results of the mean of every service dimensions shows that the highest

dimension expectation is both reliability and assurance which means that the

customers expected the employees to be more customer oriented. The highest

dimension perception is empathy which means that the employees of Lavada

Queen are more inclined in giving the optimal service to their customers and have

the customers’ interest at heart. By using the mean score analysis, it meant that

customers of Lavada Queen were very dissatisfied with the all the dimensions of

service quality.

CONCLUSION

SERVQUAL method was used to assess the service quality of Lavada Queen

Laundry Shop. For the demographic profile of the customers, it is interpreted that there

are greater number of male respondents than female, as female more likely to do their

own laundry than male. Majority of the respondents ages 21-30 years old since most of

76
them are business professionals and students. Most of the respondents are single. It was

also shown that a high amount of the respondents earns more than Php 20,000 because

most of them are professionals and are most suitable market for the price range of Lavada

Queen. A total of 82 respondents are college graduate. Most of them have a succeeder

type of lifestyle since they are professionals who have a strong goal orientation and have

great work ethics. Considerable numbers of respondents belong to the middle class whom

are achieving professionals; career oriented and high paid blue collar workers. Most of

the respondents visit Lavada Queen more than thrice a month. Almost half of them spent

Php300-400 in their laundry. Quality of service is one of the top considerations of the

respondents, while the other 3 choices which are the price, the brand popularity and the

availability scored almost the same.

The dimensions of the customers’ expectations and perceptions regarding Lavada

Queen Laundry Shop service quality were surveyed empirically. The table shows that the

highest dimension expectation is both reliability and assurance which means that the

customers expected the employees to be more customer oriented. The highest dimension

perception is empathy which means that the employees of Lavada Queen are more

inclined in giving the optimal service to their customers and have the customers’ interest

at heart. Using the mean score analysis, it meant that customers of Lavada Queen were

very dissatisfied with the all the dimensions of service quality.

RECOMMENDATIONS

It is therefore recommended that the study should be presented to the management

of Lavada Queen Laundry shop for possible implementations of our proposed marketing

77
strategies. This study will not only be practical but is also necessary and highly beneficial

to the company and the industry as well.

Furthermore, given that this study may be implemented by the management of Lavada

Queen towards constant improvement of their service quality. The management should

observe thoroughly and evaluate the effectiveness of the implemented marketing

strategies taken by the laundry shop.

Furthermore, the management should work on meeting the expectation of the customers

and focus on achieving customer delight. They should continue in have regular seminars

for their employees and also conduct training for their staffs. Even though customers

already perceive a great service from Lavada Queen, they still failed to meet the

expectation of their customers. The management should be more thorough in evaluating

their employees; they should consider hiring employees with pleasing personality and are

great in dealing with people. Regular training of the employees should be done in order to

keep employees knowledgeable with regards to laundry services. They above all should

consider implementing our proposed marketing strategies in order to attract customers

and increase overall customer satisfaction.

78
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81
 APPENDIX A

TRANSMITAL LETTER

February 29, 2016

Dear Ms.Ninette;

We are students from the University of San Carlos in Business Administration. We would
like to conduct a study on “An Assessment of the Service Quality of Lavada Queen
Laundry Shop in Cebu City”. Our purpose in conducting this interview is to gather data
or information that will be helpful to our research thesis.
We humbly ask for your permission to conduct an interview with your existing
customers. Rest assured all information gathered will remain confidential and for
educational purposes only.

We are hoping for your kind approval. Thank you and God Bless.

Sincerely yours;

Christian Paul Donaldo

Researcher

Robert Visitacion, DBA

Professor

Approved by: Ms.Ninette

82
 APPENDIX B

RESEARCH INSTRUMENT

Good Morning!

We are students of the University of San Carlos major in Marketing under the Business
and Economics Administration currently conducting a study in our MARK 41 titled “An
Assessment of the Service Quality of Lavada Queen Laundry shop in Cebu City”

We would like to ask you to answer this formulated questionnaire as honestly as possible.
It will facilitate the researchers’ analysis on the study. Rest assured that the data gathered
will be utilized only for the development of this study and all information gathered shall
remain confidential. Thank you!
Please check and fill up the necessary information

Demographics

Age:
Sex:
Civil status:
Occupation:
Income:
o 5,000- 10,000
o 10,000- 15,000
o 15,001- 20,000
o others: specify ______

Educational attainment:
o Elementary graduate
o High school graduate
o College graduate
o Others: specify _____

Psychographic

Lifestyle:

o Resigned Rigid, strict, authoritarian and chauvinist values, oriented to the

past and to resigned roles. Brand choice stresses safety, familiarity
and economy.
o Struggler Alienated, Struggler, disorganized - with few resources apart from
physical/mechanical skills (e.g. car repair). Heavy consumers of
alcohol, junk food and lotteries,

83
 o Mainstreamer Domestic, conformist, conventional, sentimental, passive,
habitual. Part of the mass, favoring big and well-known value for
money 'family' brands.
o Aspirer Materialistic, acquisitive, affiliative, oriented to extrinsic ... image,
appearance, charisma, persona and fashion
o Succeeder Strong goal orientation, confidence, work ethic, organization ...
support status quo, stability.
o Explorer Energy autonomy, experience, challenge, new frontiers. Brand
choice highlights difference, sensation, adventure, indulgence and
instant effect - the first to try new brands.
o Reformer Freedom from restriction, personal growth, social awareness,
value for time, independent judgement, tolerance of complexity,
anti-materialistic but intolerant of bad taste. Curious and enquiring,
support growth of new product categories.

Social Class:

o Upper class rich, well-born, powerful, royalty, heads of major financial

institutions, owner of major established firms.
o Middle class achieving professionals, career oriented, young, successful
professionals, corporate managers, working professionals, non-
managerial white collars, high-paid blue collars workers, small
business owners, teachers, secretaries.
o Working class security minded, engages in manual labor, maid, dishwashers,
carpenters, plumbers.
o Lower class unemployed, poverty, homeless.

Behavioral

How often do you use the services offered by Lavada Queen Laundry Shop?
o once a month
o twice a month
o trice a month
o others: Specify_________

How much money do you spend on laundry service?

o Php 50 - 100
o Php 100 – 200
o Php 200 – 300
o Php 300 – 400
o Others : specify _______

84
When you’re considering a new service in the area, what are the top 2 things you
generally consider? (check 2 circles)
o Price
o Brand popularity
o Quality of service
o Availability

Do you know about Lavada Queen Laundry shop in Cebu City? (if yes please proceed to
questions number 2 if not, you don’t need to continue)
o Yes
o No

Instructions: please answer the following Expectation Perception

questions by checking the number which How important Level of
best indicates your opinion to what extent is this item to satisfaction
you agree with each statement on a scale you with this item
from 1 to 5.
The scale means as follow; 1 2 3 4 5 1 2 3 4 5
1 = Strongly disagree
2 = Disagree
3 = Neither agree nor disagree
4 = Agree
5 = Strongly agree
I. Tangibles:

1 Lavada has great equipment

2 Lavada Queen’s Physical facilities and

offices are virtually appealing
3 Lavada Queen’s employees are well
dressed
4 Physical environment of Lavada Queen is
clean
II. Reliability
1 Lavada Queen performs their service right
the 1st time
2 Lavada Queen is dependable in their
service offered
3 When a problem arises, Lavada Queen
show sincere interest in solving it
4 Lavada Queen promises to something by a
certain time, it does so

85
III.Responsiveness
1 Employees in Lavada Queen are willing to
help
2 Employees are always ready to respond to
requests
3 Employees make information easily
obtainable by customers
4 Employees give prompt services to
customers
IV. Assurance
1 Customers feel safe in their transactions
with the employees
2 Employees of Lavada Queen are
consistently courteous
3 The behavior of employees in Lavada
Queen instills confidence in you.
4 Employees are knowledgeable about
answering your queries.
V.Empathy
1 Operating hours of Lavada Queen are
convenient to customers
2 Lavada Queen have their customers’
interest at heart
3 Employees of Lavada Queen give
customers personal service
4 Employess of Lavada Queen understands
your specific need

Thank you for your time in answering our survey. God bless you!

86
 APPENDIX B

RESEARCH INSTRUMENT

Please check and fill up the necessary information

Company profile
o Sole proprietorship
o Partnership
Business ownership o Corporations
Services offered

Year established
Number of employees
Annual revenue
Capital size
Segmenting, Targeting, and Positioning
Who is your target market?

How did you identify your

target market?

What market segments are o Demographic – age, gender, religion,

you targeting? occupation
o Psychographic – lifestyles, social class,
activities, interests
o Geographic – cities, location, neighborhood
o Behavioral – usage rate, buying behavior,
loyalty
o Benefit – benefit sought by customers
o Cultural – cultural origin
o Others: specify ____________

What are the considerations

you made in coming up with
a segment?

87
 How do you differentiate
your company from other
competitors?

What is the desired position o Value for money

of your brand or product? o Superior quality
o Consistency
o Location
o Others: Specify __________

Do you have a tagline? o Yes

o No
Marketing Mix

I. Services
a. What services are you o Yes
offering? o No

How did you choose the

services offered by your
company?

Why did you choose to have

a variety of services offered?

II. Price
Are you offering reasonable o Yes
prices? o No
What pricing strategies do o Premium pricing – prices are higher than
your company use? competitors, something unique about your
service.
o Penetration pricing – low prices relative to
the competition to attract buyers.
o Economy pricing – low cost approach to
marketing to keep prices low.
o Price skimming – relatively high price at first
then lowers prices over time.
Psychological pricing - setting prices slightly
lower than rounded numbers.
How did you come up with
your pricing strategy?

88
 III. Place
Is your company easily o Yes
accessible? o No
What marketing channels are o Advertising
you currently using? o Direct marketing
o Public relations
o Telemarketing
o Catalogs
o Others: Specify _____
Why did you choose that
marketing channel for your
company?
What considerations did you
take in choosing the location
of your company?

Do you currently have a o Yes

website for your company? o No

Why did you decide to create

a website for your company?

IV. Promotion
What are your promotional o Leaflets/brochures
methods? o Radio
o TV advertising
o Posters
o Social media
o Business card
o Word of mouth
o Others: specify ________

What are your

considerations in choosing
your promotional method
for your company?

89
 V. People
What considerations did you
take in employing new
personnel for your company?
Is the overall management of o Yes
your company well managed? o No

VI. Physical Evidence

Why did you choose to have a
fine ambiance and well
decorated place for your
company?
Why did you consider having
a parking lot for your
company?
What considerations did you
take in choosing the
equipments you have for your
services?
VII. Process
Are your store hours o Yes
convenient for the customers? o No
Why did you choose that store
hours for your company?
How would you rate your
customer’s satisfaction in
their overall experience at
your shop?

Thank you for your time in answering our survey. God bless you!

90
 APPENDIX C

TIMETABLE OF ACTIVITIES

TIMETABLE OF ACTIVITIES

Activities January February March

Week Week Week Week Week Week Week Week Week Week
1 2 3 4 1 2 3 4 1 2
Consultation
of Proposal
Group
Meeting
Research
Content
Formulation
Consultation

Revision
Approval
for Data
Gathering
Interview
Data
Collection
Oral
Defense

91
 APPENDIX D

PROGRAM BUDGET

Program Cost and Expenses (In Philippine Peso)

Research

Meals: PHP 165.00

Transportation: PHP 84.00

Internet Connectivity : PHP 375.00

Total: PHP 624.00

Group Meetings

Meals: PHP 750.00

Transportation: PHP 252.00

Total: PHP 1,002.00

Consultations and Submission

Printing: PHP 430.00

Book Binding: PHP 500.00

Photocopy: PHP 735.00

Total: PHP 1,665.00

Program Expenses: PHP 3,291.00

92
 CURRICULUM VITAE

PROFILE
Name: Christian Paul R. Donaldo
Birth Date: March 17, 1993
Address: 451- B. P Del Rosario Ext. Cebu City
Contact No. : 09422860976
Email: [email protected]

EDUCATIONAL BACKGROUND
Primary Level:
University of San Carlos – BED – South Campus
Secondary Level:
University of San Carlos – BED – South Campus
Tertiary Level:
University of San Carlos – Downtown Campus (2013-present)

ORGANIZATION
SYBEE 2014-2015
SKILLS
Computer Literate

93
 PROFILE
Name: Belinda T. Llanto
Birth Date: August 17, 1993
Address: 280-D Tupas St. SawangCalero Cebu City
Contact No. : 09434410097
Email: [email protected]

EDUCATIONAL BACKGROUND
Primary Level:
Cabul-an Elementary School SY: 2000-2006
Secondary Level:
Cabul-an High School SY: 2006-2009
Cebu City Don Carlos A. Gothong Memorial National High School
Tertiary Level:
Velez College SY: 2011-2013
University of San Carlos – Downtown Campus (2013-present)

ORGANIZATION
SYBEE 2014-2015

SKILLS
Computer Literate

94
 PROFILE

Name: Maribeth A. Villaceran

Birth Date: October 16, 1995

Address: Liloan, Cebu

Contact No. : 09239447386

Email: [email protected]

EDUCATIONAL BACKGROUND

Primary Level:

Jubay, Elementary School

Secondary Level:

La Consolacion College-Liloan

Tertiary Level:

University of San Carlos – Downtown Campus

ORGANIZATION

SYBEE 2014-2015

SKILLS
Computer Literate
95