CUSTOMER SATISFACTION

Assessment of Customer Satisfaction on La Residencia 1 and La Residencia 2, School Year 2008 - 2009
Divina M. Edralin and Venancio N. Santos, Jr.

About La Residencia La Residencia 1 is a 5-storey lodging facility within the campus of La Consolacion College Manila (LCCM). It is situated along Mendiola Street, walking distance to Malacaang Palace, the University Belt colleges and universities, and several shopping malls. It serves as a second home primarily to students and personnel of LCCM and Mendiola Consortium Schools (Centro Escolar University, College of the Holy Spirit and San Beda College) and for other professionals working in the vicinity. Additionally, the building responds to the basic needs of students and professionals for its decent and affordable housing and its proximity to their school or place of work. La Residencia, a Spanish name, is dedicated to the pioneers of the Congregacion de las Religiosas de Nuestra Seora de la Consolacion (formerly known as Congregacion de las Religiosas Agustinas Terciarias de Filipina) from Barcelona, Spain. They arrived in the port of Manila on April 6, 1883 in response to the invitation of Fr. Salvador Font Y Massaguer, OSA to serve the needs of children orphaned by victims of cholera epidemic in 1882. The pioneers of the congregation are the following: (1) Sor Antonia Campillo y Gariga, OSA - Mother Superior, Beaterio de Mantelatas de San Agustin, Barcelona; (2) Sor Maria Agustina Basegoda y Rubert, OSA; (3) Sor Maria Querubina Samara y Postil, OSA; and (4) Sor Rita Barcelo y Pages, OSA - Foundress of the Augustinian Sisters of Our Lady of Consolation (La Residencia: Blessing and Dedication, 2000). In 2005, another 5-storey building was constructed adjacent to the La Residencia 1. The ground floor of the building houses the
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Deans Office of the School of Nursing, Nursing Skills Laboratories, and lecture room for nursing students. The entire fifth floor is the gymnasium of the school. The second, third and fourth floors serve as dormitory, hence, the building named La Residencia 2. La Residencia 1 and La Residencia 2 attract more than a thousand female dormers annually. Dormitory facilities and amenities include air-conditioning unit, toilet and bath room, study table, 24-hour security, elevator, indoor and outdoor swimming pools, visitors lounge, food court, convenience store, prayer room, computer shop, McDonalds, Automated Teller Machines (ATM), Wifi, and public payphones.

Customer Satisfaction Customer satisfaction is a measure of how products and services supplied by a company are met or surpass clientele expectation. It is considered as the key performance indicator within a business. Customer satisfaction has become a vital focus in improving the quality of service of any organization. As defined by Cacioppo (n.d.), customer satisfaction is the state of mind that customers have about a company when their expectations have been met or exceeded over the lifetime of the product or service. Additionally, higher customer satisfaction leads to greater customer loyalty of service / product patronage which in turn can result in increased revenues and profits. According to Asia Productivity Organization (2000), customer satisfaction is a function of performance relative to the customers expectations. When a lot has been promised and more is delivered, this will always create satisfied customers (as cited in Panichpibool, 2001). Moreover, McNealy (1996) stated that customer satisfaction is the critical strategic weapon for any type of organization. It is very important because product and services must preserve their customer resources with the same energy and enthusiasm. Customers are an organizations natural resources. We will be doomed as a civilization in spite of all our material accomplishment if we squander our natural resources. We face an
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equally bleak future as an organization of any type if we let our customer resources depart without any conscious to retain them (as cited in Panichpibool, 2001). Experts in the field of business enterprise cited that satisfied customers are likely to pay more services, talk to others about their positive experience and refer new customers. Cacioppo (n.d.) presented customer satisfaction measurement facts, as follows: (1) A 5-percent increase in loyalty can increase profits by 25%-85%; (2) A very satisfied customer is nearly six times more likely to be loyal and to repurchase and/or recommend your product than is a customer who is just satisfied; (3) Only 4 percent of dissatisfied customers will complain; (4) The average customer with a problem eventually tells nine other people; and (5) Satisfied customers tell five other people about their good treatment. A strategy to determine customer satisfaction is to conduct an assessment about their feedback on the services that they avail of. In this manner, La Consolacion College Manila can pinpoint the aspects of the La Residencia 1 and La Residencia 2 services that should be improved and those that are found by the customers to be very satisfactory. Results and Discussion A total of 135 respondents were asked to indicate their degree of satisfaction on the services offered by La Residencia 1 and La Residencia 2 using a 5-point Likert scale. As can be seen below, the measurement and verbal interpretation of their degree of satisfaction are as follows:
Raw Score 5 4 3 2 1 Verbal Interpretation Outstanding (O) Very Satisfactory (VS) Satisfactory (S) Fair (F) Poor (P) Conversion Score (4.20 and above) (3.40 - 4.19) (2.60 3.39) (1.80 2.59) (1.79 and below)

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Table 1 Satisfaction Rating of La Residencia 1 and 2 Customers (N = 135)

Item
Front Desk
Coordinator or desk officer approachable and helpful

La Residencia 1
n = 34

La Residencia 2
n = 101

Overall Mean

Verbal Interpretation

3.84

4.38

4.11

VS

Spiritual
Spiritual services and guidance adequate

3.91

4.19

4.05

VS

Security
Security measures adequate

3.68

4.28

3.98

VS

Amenities
Amenities adequate Ready access to amenities Amenities Mean

3.56 3.59 3.58

4.12 4.07 4.10

3.84 3.83 3.84

VS VS VS

Room
Trash/Garbage collected on schedule Pleasant and comfortable Well ventilated and well lighted Comfort room cleaned when requested Furniture is adequate and appropriate Request for repair acted promptly Room Mean

3.94 3.88 4.15 3.53 3.50 3.48 3.75

4.31 4.19 3.91 3.70 3.72 3.54 3.90

4.13 4.04 4.03 3.62 3.61 3.51 3.82

VS VS VS VS VS VS VS

Health Care Services

First aid medications available Access to school physician or nurse Health Care Services Mean

3.15 2.79 2.97

3.77 3.42 3.60

3.46 3.11 3.28

VS S S

Mean
VS Very Satisfactory

3.62
S - Satisfactory

4.08

3.85

VS

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Assessment of customer satisfaction of La Residencia 1 and La Residencia 2 was gauged on the following six (6) criteria: Front Desk Service, Spiritual Service, Amenities, Room Facilities and Services, and Health Care Services.

La Residencia 1 Front Desk and Spiritual Services. The Front Desk at LCCM La Residencia 1 is the customers one stop informationhelp desk unit that serves students and guests. Services include hall and campus information, equipment check-in and out, access to other school facilities and amenities, reservations, and other students and guests needs. The degree of customer satisfaction on the services rendered by the Front Desk personnel gave a very satisfactory mean of =3.84. While the Spiritual and Guidance services got a slightly higher very satisfactory mean of =3.91. Security Services and Amenities. In terms of the adequacy of security measures rendered by the staff of La Residencia 1, customers showed a very satisfactory mean ratings of =3.68. The adequacy and readiness of amenities revealed a very satisfactory rate with a slightly lower mean rate of =3.58. Room Facilities and Services. Putting the customer first and last must be one of the cornerstones of any business. La Residencia 1 dormers gave a highest mean rating of =4.15 to the well ventilated and proper light luminosity of the rooms. This means that they are satisfied with the ventilation and proper room luminosity of the rooms. Likewise, a very satisfied remark was given to the pleasing and comfort atmosphere of the room, as well as, to the adequacy and appropriateness of in-room furnishings with mean rates of =3.88 and =3.50, respectively. In terms of room services, the prompt collection of trash/garbage on schedule revealed a highest mean rate of =3.94. This means the dormers were very satisfied on the promptness of garbage collection. Other services such as cleaning of restrooms, and promptness of repair request were
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given a very satisfactory mean rates of =3.53, and =3.48, respectively. Health Care Services. Health care embraces the goods and services designed to promote health which includes preventive, curative and palliative interventions. La Residencia 1 dormers gave a satisfactory mean rating of =3.15 to availability of first aid medications and access to school physician or nurse with a mean rate of =2.79. Hence, the health care services was given an overall satisfactory mean rate of =2.97 by the La Residencia 1 respondents. Overall, the study shows the top three customers degree of satisfaction on component of services offered by La Residencia 1 are on the ventilation and light luminosity of the room (=4.15); prompt collection of garbage on schedule (=3.94) for the room facilities and services; and in spiritual and guidance services (=3.91). Conversely, the services on promptness in request for repairs, availability on first aid medications, and access to school physician or nurse got the least mean rates of =3.48, =3.15, and =2.79, respectively.

La Residencia 2 Front Desk and Spiritual Services. The Front Desk of every residence hall is the central hub of services and activity. At La Residencia 2, the Desk Manager and Personnel cater to the varied activities for check-in and out, use of facilities, and communication. It is also the key to increasing retention and referral rates, as well as improving overall member satisfaction with the services being provided. Respondents of La Residencia 2 gave a remarkable outstanding mean rate of =4.38 to the Front Desk Services. While a mean rate of =4.19 to spiritual and guidance services offered by the institution. This means that the residents at La Residencia 2 were very satisfied with the spiritual and guidance programs given by the college. Security Services and Amenities. The La Residencia 2 security services make certain a safe and conducive learning environment for all the students and guests in their stay at La Consolacion College Manila. This is done through community
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policing practices combined with efficient use of security officer services, and security-technology equipment and monitoring devices. The respondents signified a very satisfactory marked on adequacy of security measures with a mean rate of =4.28. While, adequate and ready access to various amenities were given mean rates of =4.12, and =4.07, respectively, referring to as very satisfied. Room Facilities and Services. At La Residencia 2, residents are encouraged to make the room a reflection of good personality and style. With imagination and creativity residents room will become her home away from home. Residents indicated an outstanding mean rating of =4.31 on the promptness of garbage collection. Moreover, a very satisfactory mean rating of =4.19 was given to the pleasant and comfort of the room surroundings. Likewise, very satisfactory ratings were shown on ventilation and light luminosity of the room, adequacy and appropriateness of inroom furnishings, request on restroom cleaning service, and promptness of request on repairs with mean ratings of =3=91, =3.72, =3.70, and =3.54, respectively. Health Care Services. In terms of health care services, La Residencia 2 dormers gave a very satisfactory mean rate of =3.77 on the availability of first aid medication and a mean of =3.42 on availability of school physician or nurse. La Residencia 2 got higher satisfaction rating from the customers. The Front Desk services, Security services, and Room service on trash/garbage collection on time were rated outstanding (=4.38, =4.28, =4.31, respectively). However, the availability of request for restroom cleaning, promptness on request for repairs, and availability of school physician or nurse were given a very satisfactory mean ratings of =3.70, =3.54, and =3.42, respectively. The overall mean score of the customers degree of satisfaction on the six (6) components of services offered by La Residencia 1 and La Residencia 2 is very satisfactory (=3.85). Although La Residencia 2 has higher mean score of =4.08 (VS) compared to La Residencia 1 (=3.62).

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Promptness of garbage collection Front desk services Spiritual & guidance services Pleasing & comfortable rooms Room ventilation & light

4.13 4.11 4.05 4.04 4.03 3.98 3.84 3.83 3.62 3.61 3.51 3.28

Services

Security services Adequacy of amenities Accessibility of amenities Restroom service request Adequacy of room furnitures Promptness in repair request Health care services

Mean Rating

Figure 1. Satisfaction Ratings on Services of La Residencia 1 and La Residencia 2 Services, School Year 2008 2009

Figure 1 shows that regardless of the place of residence, among the six (6) services components, room service on promptness of trash/garbage collection (=4.13) got the highest mean score, followed by front desk services (=4.11), and spiritual services (=4.05). The health care services received the lowest mean rating (=3.28). Feedback of Residents The residents of the dormitories commended the clean and pleasant surroundings as well as the friendly and approachable staff. Among the facilities, the clean swimming pool and the well ventilated rooms are more frequently appreciated.

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There are several complaints that were identified by the residents. The room facilities like the comfort room, airconditioning, and cabinets are the most frequently mentioned areas of dissatisfaction. Recommendations Identifying the areas for operational improvement with the highest impact on customer satisfaction and loyalty is essential, thus, the following are suggested: 1. Review the existing campus amenities available and used by the residents. Development of a maintenance program to ensure its ready access, use, and suitability to the needs of the residents. Improvements are warranted to meet existing and increasing demand for the use of the various campus amenities at all times that would increase customer loyalty. 2. Establish/reevaluate and implement policies. Provide orientation for new residents on the house rules. Strict implementation of house rules to residents or guests. Set guidelines on the proper usage of amenities conducive to living and learning of the residents. 3. Review of policies and guidelines on room services should be undertaken. Development of customer service training program on housekeeping and light building maintenance should be done. This will enable housekeeping personnel to maintain a clean and efficient workplace and be aware of their working environment and the type of tools and machinery they use. 4. Entertain and attend to the concerns of residents especially on requests or complaints that need immediate repair (especially the comfort rooms) as these affects the residents view of the whole establishment. 5. Designing of programs: a Health Care Program/Clinic that will provide health care services to the residents at any given time, and Spiritual/Prayer services involving students that will bring them enlightenment.
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10

References Cacioppo, K. (n.d.). Measuring and managing customer satisfaction. Retrieved from http://www.qualitydigest.com/sept00/html/satisfaction.html La Consolacion College Manila (2000). La Residencia: Blessing and Dedication. Panichpibool, K. (2001). A customer satisfaction toward services provided by Royal Orchid Plus, Thai Airways International, PCL. Retrieved from http://library.utcc.ac.th/onlinethesis/onlinethesis/M0213264/ M0213264.pdf

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