Assessing Gaisano Capital’s Existence: Customers’

Perception

Aizah Mae Dalid

Yvette Cosmod
Jasmin Mary Rose Lomongo
BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION
(OPERATION MANAGEMENT)

AMD
YC
JMRL
Assessing Gaisano Capital’s Existence: Customers’
Perception

An Undergraduate Thesis

presented to the

Faculty of the College of Business Administration

Christ the King College de Maranding, Inc.

Maranding, Lala, Lanao del Norte, Philippines

In Partial Fulfillment

of the Requirements for the Degree

Bachelor of Science in Business Administration

(Operations Management)

By

Aizah Mae Dalid

Yvette Cosmod
Jasmin Mary Rose Lomongo

May 2025
 Christ the King College De Maranding, Inc.
Maranding, Lala, Lanaodel Norte 9211 PHILIPPINES
---------------------------------------------------------------------------------------------------
------

APPROVAL SHEET

In partial fulfillment of the requirements for the degree Bachelor of Science

in Business Administration major in Operations Management, this undergraduate
thesis entitled “ASSESING GAISANO CAPITAL ‘S EXISTENCE CUSTOMER
PERCEPTION” prepared and submitted byAizah Mae Dalid,Yvette Cosmod and
Jasmin Mary Rose Lomongohas been examined and is recommended for
acceptance and approval for oral examination.

JEE LEE PACULBA LPT-MPA

Adviser
-------------------------------------------------------------------------------------------------------
Approved in partial fulfillment of the requirements for the degree Bachelor
of Science in Business Administration with a grade of ________.
PANEL OF EXAMINERS

ARLENE N. BACUS, LPT, MBA

Dean, College of Business Administration

IRENE RENE R. LONOY, LPT, MBA JEMUEL H. TAPIO LPT, MM-HRM

Member Member

-----------------------------------------------------------------------------------------------------
Accepted in partial fulfillment of the requirements for the degree Bachelor
of Science in Business Administration.

ARLENE N. BACUS, LPT, MBA

 Dean, College of Business Administration
INTRODUCTION

The perception that customers have of their interaction with brand, product, or service is
closely related to their expectations, beliefs, and sentiments about it. the problem of
Gaisano is the price of their product is too high. In the past, customers typically chose
products or services from well-known companies and brands. However, today's
customers base their decisions on personal experiences. They have the power to
determine which companies thrive and which fade away. This makes it crucial for
businesses to meet customer expectations and maintain strong communication and
relationships with them. Customer perceptions significantly influence a company's value.
They also provide insights into marketing strategies, highlighting areas for improvement
to foster positive customer opinions.According to Sheth and Parvatiyar, 2010 customers
establish relationships to achieve greater efficiency/effectiveness of their decisions,
reduce the need to process information, achieve cognitive consistency in their decisions,
and reduce the perceived risk of future choices. Richard Bagozzi, on the other hand,
believes that for customers, establishing relationshipsis an instrument to guide them
towards their goal of acquiring a product (Bagozzi, 2010).Customer’s perception of
service quality can generally be divided into the perception of reliability, responsiveness,
assurance, empathy and tangibles. These aspects will be discussed more profoundly later
on, as the model is explained. Together with the product price and quality, service quality
forms the broader concept of customer satisfaction. Ultimately, if a customer’s
experiences exceed their expectations, customer satisfaction together with situational and
personal factors will result in customer loyalty.When developing a merchandise strategy,
the focus should be on choosing the right mix of products and services that gives the store
the right personality and that complements the desired store image. The merchandise
assortment should give a clear reflection of the store’s positioning plan. A right chosen
merchandise strategy should offer the customers a positive shopping experience, meet
their expectations, solve their problems and affect the perception of the store image in a
positive way. On such note, the informal sector is considered a result of the efforts of the
class of laborers, farmers, and workers. The rules of the elite, the landed, or the owners of
business firms, however, govern the formal sector. The difference between the two
economic systems serves as the backbone of economic and hierarchical dualism between
formal and informal work. To be more specific, the informal sector is inferior to the class
of work performed in the formal sector.The objectives of this thesis are two folded.
Firstly, the aim is to analyses the existing customers’ perception of the store, its products
and service. Secondly, the aim is to investigate how the company can use this knowledge
and develop their business and customer service even further. been done already about
customer perceptions within several different contexts, mainly within the grocery
industry and department stores. However, customer perception studies from an interior
store perspective are hard to find, moreover customer perception studies done within
other industries, segments and from other countries does not necessarily be applicable
within this context. The theoretical part in the thesis refers to several international articles
about customer perceptions, hence, in addition to the stated objectives mentioned above
the analysis in the end of the paper will examine if these international studies were valid
within this framework. A growing need for a city relies on the impact of the businesses
around it. The Gaisano mall was the best choice for every consumer because it is known
for budget choices, the growing trend of s visitors encouraged the mall to open quirky
food brands along with the more popularand more prominent (Tocino, 2016). The
perceive products of a company gives a good relationship to the consumer and suppliers
relationship, picking the most preferred products of consumers can also be the biggest
target of a business. Focusing only on the quality of products from the results of the
survey in Ghana the product quality impacted to the customers satisfaction (Rabo &
Ang,2018). According to the company's feasibility study, the city has pacific status on
peace and order, has transparent and good financial housekeeping, implements business-
friendliness, and it's potential for the mall's return of investment (Sablad, 2018).The labor
sector of the city will also be beneficiary as a number local workers will have a chance to
work which translates for family income and material sustenance for two years as the
estimated duration of its construction (Guigona, 2018). Shemwell et al. (1994) found trust
to be important in building customer relationships as the outcome of their study also
suggests that the higher the level of trust, the greater the probability that customers will
continue the relationship and the lower the level of perceived risk inherent in the
relationship. Hennig-Thurau et al. (2002) claimed that trust has a positive impact on
satisfaction, because greater levels of trust in the interaction will result in lower anxiety
concerning the transaction and thus greater satisfaction. The results of their study indeed
support the assertion that trust has a significant and strong positive impact upon
satisfaction.

Theoretical Framework

In this study, the researchers have primarily summed up and anchored theories that
supported evidence and ideas about

According to ( Mizik and Jacobson 2013) customer begins to emerge in the 1990’s as an
issue of growing interest to business and, in particular, to marketing at both academic and
practitioner levels. This concept is considered to be one of the most significant factors in
the success of an organization and it has been pointed to as an important source of
competitive advantage for the firm. Customer value has been recognized as the
fundamental basis in every marketing activity and it has been envisioned as a critical
strategic weapon in attracting and retaining customers.

According to Grönroos (2015) supplier magnificent is the assessment made with the
guide of the customers' observations and desires forgot benefits as those components
consolidate corporate photo and deliberate quality. Service incredible is the buyers' idea
of specific elements of products or services, alongside, reliability, warranty,
tangibility, courteousness, personalization, communiqué and responsiveness which
should all be consolidated into the organization's key inclusion which in itself
soundly impacts the clients' pleasure by means of giving super offerings
comprehensive of private components, situational components and product

Conceptual Framework

The researchers are interested to assess Assessing Gaisano Capital’s Existence,

Customers’ Perception to a successful business venture.

According to Vinodini (2016), shopping becomes a vital part of all individuals' everyday
life. Most buyers nowadays have a lot of buying options like online shopping, local
wholesale markets, shopping malls, and supermarkets that offer beautifully decorated and
well-organized facilities. Other positive contributions of supermarkets to customers are
quality products, safety, and hygiene. Supermarkets also tend to have a good service
compared with unorganized and informal markets, store staffs are neatly dressed, polite,
attentive, and passionate with work and customers. It also offers a wide range selection of
products and considers to be a "one-stop-shop" for all daily needs products.

According to Peterson and McGee (2016), Gaisano needs marketing strategies in order to
reduce the pressure imposed by the existence of large retail businesses. These marketing
strategies involve, but are not limited to increasing promotional efforts, adding or
diversifying products, and pruning products. However, small retailers strongly do not
encourage small retailers in lowering their prices as a response to the market competition
with a large retail business. As opposed to the idea of implementing marketing strategies
in order to mitigate the market competition In his study, he collected data pertaining to
the responses of rural towns in the US on the existence and how these small retailers
adjusted their strategy. Interestingly, the result of the study yielded that neither group
made any marketing adjustments nor adjusted their strategy.
 DEPENDENT
INDEPENDENT
VARIABLES VARIABLES

1.Customer 2. The servicesof

perception Gaisano capital

1.1 customer 2.1Services

2.2 Accessibility

Figure 1. Schematic Diagram

 Statement of the Problem

As entrepreneur and a researcher need to have a customer to help their Marketing,

therefore this study locked around Kapatagan specially this study sought to answer the
following questions:

1. What is the level of customerperception?

1.1 customer perception

2. What are the of services of Gaisano capital in terms of?

2.1 services; and

2.2 accessibility

3. Is there significantrelationship between customer perception and services?

Hypotheses

HO1: There is no significant relationship between the customer perception to the

benefits of the services.

Scope and Delimitations

This study willfocus on assessing Gaisano capital existence as customer

desire .it dealt with the factors that is applicable and can be a greatly help in raise

the customer and employee desire in the area of Kapatagan,Lanao del Norte for

the Gaisano to develop customer perception.

Significance of the Study

The result of this study may bring contribution to the following:

Business owners. The findings of this study will be beneficial to the

owners of businesses as they could gain knowledge on how to engage

customers well.

Teachers. The result of this study will give themthe guidance and ideas to

providedby business students help them become successful entrepreneurs and

effectively learn by imparting knowledge and setting up learning environments.

Student. The findingsof this study will show them the value of

understanding the needs of and having the opportunity to develop their skills that

help students with no recent expertise in these fields.

Community. The findings of this study will give them the information that

may have aided in community information gathering and raised everyone ‘s

awareness. It brings people together, allows them to share ideas and results, and

allows them to learn from one another.

Future Researcher. The findings of this study will help the future

researchers as a guide for their coming research.

Definition of Terms

The following are defined conceptually and operationally as how they were

used in this study to help readers understand it better.

Accessibility.As use in this study, it refers to creating a relationship with

its customer base to foster brand loyalty and awareness by forming and

cultivating a relationship between your business and your customers.

Customer. As use in this study, it refers to the information that is relevant to their

needs and builds positive attitudes toward the company understands and

communicates the importance of the company.

Service. As used in this study, it refers to how it generates revenues and

manages its assets, liabilities, and the financial interests of its stakeholders and

determinea business's potential future growth, structure, effectiveness, and, most

importantly, performance.
 Chapter 2

REVIEW OF THE RELATED LITERATURE AND STUDY

The literature and papers relating to the study are cited in this chapter. These are taken
from a chapter. These are also taken from a variety of sources, including compilations
and material gathered from the internet. It is divided into two sections part I is a literature
review of relevant works Related Literature

Related Literature

According to (Polas et al., 2018) Expressed that academicians and professionals are
concurred that customers’pride is a significant forerunner to customers’loyalty.
acknowledged that customers are most likely to blast their faithfulness; in any case, it
needs to now not be handiest business objective arranged with the guide of the endeavour
organizations, since it additionally ought to likewise fulfil the customers’ genuine
perceived values on the items and services introduced. The investigate methods for
Polas et al. (2018c) \detailed that customers' pleasure is profoundly identified with the
brand loyalty and service high calibre. Thusly, customers' enjoyment is characterized as
issues that issue the post purchase of a chose items or services.

According toZulfakar et al. (2014) exhibited that the endeavour organizations had all
begun to widen the customers’ pleasure and loyalty by means of giving appropriately
fantastic services and products. The take a gander at AbuKhalifeh and Som (2012)
expressed that product satisfactory, bearer level and grouping had been the
straightforward necessities for achieving inordinate degrees of insignia value. He,
furthermore, noticed that effective image value can proficiently stimulate duty, shopping
conduct andthe most fascinating part is to grow recognition with somebodyto individual
intelligentverbal exchange.
According to (Olbrich et al. 2017) set that a hit retail marking incited clients'
discernments and loyalty and even to the amount of choosing their preferred store shops
routinely for shopping of products. Brand value makes customers’ value that stresses
customers' pride and reliability (Valette-Florence et al., 2011; Buil et al., 2013;
Nikabadi et al., 2015). Customers’ pride and reliability improves various open doors
forproduct brand value and it blasts advertising strategies (Ferreira and Coelho,

According to Parasuraman (cited by Musaba, Musaba and Hoabeb, 2014) service quality
is defined as “global judgment or attitude relating to the overall excellence or superiority
of the service”. On the other hand, service quality can be regarded as an assessment of
how well a delivered service conforms to the client’s expectations, needs and wants.
Reputation is defined as a perception of past actions and future behavior is viewed not in
isolation, but rather in the context of what others are doing in the marketplace. It is
imperative for an organization to clearly identify its customer’s perceptions of service
quality in order to be able to develop mechanisms to improve or maintain the quality of
service they provide to their customers. In this paper, the researchers examined whether
service quality has an impact on the reputation of a hotel in which they explored service
quality – namely the Mmabatho Palms hotel, Mafikeng, South Africa. To a larger extent,
identifying customer perception of service quality of the Mmabatho Palms hotel is
important in order to discover its effect on the reputation of the hotel and furthermore to
measure and draw a conclusion about the hotels’ reputation.

According to Vinodini (2016), shopping becomes a vital part of all individuals' everyday
life. Most buyers nowadays have a lot of buying options like online shopping, local
wholesale markets, shopping malls, and supermarkets that offer beautifully decorated and
well-organized facilities. Other positive contributions of supermarkets to customers are
quality products, safety, and hygiene also tend to have a good service compared with
unorganized and informal markets, store staffs are neatly dressed, polite, attentive, and
passionate with work and customers. It also offers a wide range selection of products and
considers to be a "one-stop-shop" for all daily needs products.
Related Studies

According t0 (Shanka, 2012; Polas et al., 2017). The shops need to complete delivery of
fantastic bearer to their potential customers aside from their typical customers. Service
top of the line is a basic estimation of customers’ loyalty through clients' pride inside the
retail endeavor (Lau et al., 2013). It is an emotional, entangled and dynamic idea
that implies outstanding individuals have explicit points of view of product viewpoints
and ideas. As indicated by Silalahi et al. (2017) and Grönroos (1984) supplier
magnificent is the assessment made with the guide of the customers' observations
and desires forgot benefits as those components consolidate corporate photo and
deliberate quality. Service incredible is the buyers' idea of specific elements of
products or services, alongside, reliability, warranty, tangibility, courteousness,
personalization, communiqué and responsiveness which should all be consolidated into
the organization's key inclusion which in itself soundly impacts the clients' pleasure
by means of giving super offerings comprehensive of private components,
situational components and product .

According to Dakay and Sarmiento (2015) support this claim based on their model dubs
as “HEI Strategy Formulation Framework” to ensure the institution’s core functions of
instruction, research, and extension. This model can establish a mechanism of quality
assurance, which consequently affects the quality of graduations that most Higher
Education Institutions (HEIs) aspire. The success of the nation depends on the quality of
graduates’ higher education institutions have produced. In Nigeria, Fadeyi, Sofoluwe, and
Gbadeyan (2015) mention that there is an impact of teachers’ salary to their job
performance, vis-à-vis to students’ academic performance, which means the higher salary
of the teachers can boost their morale to perform better in teaching. Maximum
employability among their graduates is one of the effects of this argument. And to
document it empirically is through an effective system of the graduate tracer studies.
According to Cantuba (2015), on their sales and revenue, product movement, and
customer attraction and retention using the 5-scale Likert style. The adapted
questionnaire from Lee (2008) was also used to assess the strategic response of the
retailers to maintain sustainable operation using marketing practices, merchandising
practices, customer service practices, and business operation practices using 5-scale
Likert style. A total of sixty registered retailers were used as the sample. Findings
revealed that retailers are moderately affected by the presence of with ‘customer
attraction and retention’ ranked the highest, and ‘sales and revenue’ as the lowest. In
terms of strategic practices used by retailers to maintain sustainable operation in the
presence of Waltermart, findings revealed that ‘business operation practices’ ranked the
highest, and ‘merchandising practices’ as the lowest. For this, retailers need to continue
an effective business operation and enhance the quality, competitiveness, and availability
of the product through good inventory quality control management.
 Chapter 3

RESEARCH METHODS

This chapter represents the research method used in the study, it also

discussed the research design, research environmental, respondent and

sampling procedure, data gathering, research instrumental and the validity and

also statistical treatment of data.

Research Design

The descriptive correlation survey approach will be employed by the

researchers to gather data from the respondents. The designs’ goal is to use poll

of the respondents, who are customer inGaisano Capital in KapataganLanao del

Norte .

Research Environment

This research study particularly focuses on customer’s choice of

stakeholders at any entrepreneurial venture in KapataganLalaLanao del Norte is

in the southern part of the municipality of Kapatagan, it is located along to

Pagadian to Iligan. It has busy atmosphere (7) kilometers away from the

municipality Salvador (2) kilometers from Kapatagan and fourteen (14) kilometers

from Tubod.
 Based on the survey and census conduct in the barangay Kapataganof

officials in 2020 the barangay has a total population of 62,571 the male

population comprised 40% while the female’s population are 9,594 or 54% of the

population in Kapatagan.

Kapatagan is a commercial hub which caters to different businesses that

came in small business. The establishment of small business was the starting

point that attracted people to the place and eventually led to the establishment of

a small business. The small business establishments were drugstore, gasoline

station, and shopping centers, the study was conducted to the different

establishment in KapataganLanao Del Norte.

Figure B. Locale of the Study
 Research Respondent

The respondents of this study were the workers and customers in Gaisano in the region
10, more particularly in KapataganLanao del Norte. For the research to produce factual
results, 80 respondents are required and to find out precisely what these employees and
the customer perceive.

Research Instruments and its Validity

Table .1 Scoring Plan in conducting survey for Part II and III.

Score Descriptive Verbal Verbal Interpretation

Rating Interpretation
Part III
Part II & III Part II

5 Strongly Agree Highly Engaged Highly Positive

4 Agree Engaged Positive

3 Partly Agree Moderately Moderate Positive

Engaged

2 Disagree Not Engaged Negative

1 Strongly Highly Not Engaged Highly Negative

Disagree
Data Gathering Procedures

The gathering of data started with the researchers constructing the

questionnaire by enhancing some statements based on internet research. After

constructing the questionnaires, they are presented to the adviser for validation.

The researchers then sought a written permit or approval letter from the

institution's authorized person to conduct the study. Following approval and

having the authorized signatories sign the approval letter, the researchers

proceeded to personally conduct the survey by distributing questionnaires to the

respondents. After reaching the desired number of respondents, they retrieved

the data for analysis and interpretation with the help of the designated statistician

for the researchers.

 1. Decide of 2. Constructed
Start having a the
f survey questionnaires

5. Conducted 4. Prepared
3. Validated
survey the approval
the
personally and letter with the
questionnaires
facilitate the authorized
survey signatories

6. Retrieved the
7. Facilitated a
questionnaire,
Multi-level
have it
Marketing Business
analyzed and
Awareness Program
interpret by the
statistician

End

Figure C. The Flowchart in the Conduct of Study and the Gathering of Data
Statistical Treatment

Responses to the survey questionnaire are statistically analyzed according

to the data requirements of the study. To analyze the statistical relationship of the

data instrument, descriptive statistics such as distribution are used.

Frequency and/or Percentage. To ascertain the distribution of the

respondents' profiles, this had been used. The first, second, and third issues are

addressed with this.

Average Weighted Mean. This was done in order to ascertain how

respondents' answers are distributed and the fourth difficulty.

Pearson Correlation. This statistical tool was used in determining the

significant relationship between Gaisano and customer.

 CURRICULUM VITA

Name : Aizah Mae D.Dalid

Address : Purok 2-A Rebelala LDN

Date of Birth : Dec 15, 2003

Place of Birth : MarandingLala, Lanao del Norte

Age : 20

Nationality : Filipino
PERSONAL PARTICULAR

Civil Status : Single

Religion : Roman Catholic

Name of Parents :

Mother : Aimee Dalid

Father : Judy Dalid

EDUCATIONAL ATTAINMENT

Undergraduate: Christ the King College de Maranding, Inc.

Maranding, Lala, Lanao del Norte 2024

Secondary: Lala National High School

Maranding, Lala, Lanao del Norte 2021-2022

Elementary : Pedro B Liwanag Memorials School 2015-2016

CURRICULUM VITA

Name : Yvette A. Cosmod

Address :PurokIpil-IpilMarandinglala LDN

Place of Birth : MarandingLala, Lanao del Norte

Date of Birth : January 29 2004

Age : 20

Nationality : Filipino
PERSONAL PARTICULAR

Civil Status : Single

Religion : Roman Catholic

Name of Parents :

Mother : Vivian A. Cosmod

Father : Vicente A. Cosmod

EDUCATIONAL ATTAINMENT

Undergraduate: Christ the King College de Maranding, Inc.

Maranding, Lala, Lanao del Norte 2024

Secondary: Lala National High School

Maranding, Lala, Lanao del Norte 2021-2022

Elementary : Maranding central elementary school 2015-2016

CURRICULUM VITA

Name : Jasmin Mary Rose C Lomongo,

Address : GumagamotLalaLanao del Norte

Date of Birth :FEBRUARY 2, 2003

Place of Birth : GumagamotLalaLanao Del Norte

Age : 21

Nationality : Filipino
PERSONAL PARTICULAR

Civil Status : Single

Religion : Roman Catholic

Name of Parents :

Mother : Selfa C. Lomongo

Father :Josel P. Lomongo

EDUCATIONAL ATTAINMENT

Undergraduate: Christ the King College de Maranding, Inc.

Maranding, Lala, Lanao del Norte 2024

Secondary: Lala National High School

Maranding, Lala, Lanao del Norte 2021-2022

Elementary : Gumagamot Elementary Shool2015-2016