THESIS TITLE

AUTHOR DEGREE PROGRAM COLLEGE AND SCHOOL ACADEMIC YEAR ADVISER NUMBER OF PAGES

: Relationship Marketing Practices, Relationship Quality and Customer Loyalty among Customers Of Adampak and Print Phils., Inc. in Laguna Industrial Parks : Robert Y. Tan : Masters in Business Administration : University of Perpetual Help System Laguna : 2011-2012 : Dr. Susana C. Bautista : 106

Customer loyalty has been well established as a key to profitability and long-term sustainability. While it is important for a business enterprise to attract a large client, a sizeable customer-base by itself does not offer any assurance of long term profitability unless the firm can earn loyalty from its customers. Being consistent is the ability of a service organization to create, maintain, and expand a large and loyal customer base over a long time horizon is critical to achieve and sustain a winning position in the market place. This indicates that in any business sector, customer loyalty is a major competitive advantage. The aim of relationship marketing practices is to create strong lasting relationship with core group of customers. It is to a firms advantage to develop long term relationship with existing customers because it is easier and less expensive to make an additional sale to an existing customer than to make a new sale to a new customer. It also helps customer on one hand and the service provider on the other hand it is in the premise that the researcher decided to have an attempt to find out the relationship marketing practices, relationship quality and customer loyalty among Adampak and Print Phils Inc, in Laguna Industrial Parks. This study aimed at determining the level of relationship marketing practices, relationship quality and customer loyalty among Adampak and Print Phils Inc. in Laguna Industrial Parks. Specifically, it sought answers to the following sub-problems 1. What is the extent of implementation of relationship marketing practices in terms of 1.1 Quality, 1.2 price, 1.3 on-time delivery, 1.4 customer service, 1.5 continual improvement? 2. What is the extent of relationship quality in terms of 2.1 customer trust and 2.2 customer satisfaction. 3. What is the respondents perceived loyalty? 4. Is there a significant relationship between relationship marketing practices and relationship quality? 5. Is there a significant relationship quality and customer loyalty? 6. Is there a significant relationship between relationship marketing practices and customer loyalty? 7. What marketing plan can be proposed to develop the relationship marketing practices in Adampak & Print Phils. Inc.

The data used for this study were 50 customers in Laguna Industrial Parks. Prior to the survey, a letter of approval was provided to conform in the acquisitions of data and for confidentiality purposes. The summary of the findings are arranged accordingly to the statement of the problem. 1. The Relationship Marketing Practices of Adampak & Print Phils. Inc. as to Quality, Price, On time delivery, Customer Service and Continual Improvement were implemented to a much extent as shown by the overall weighted mean of 3.39 2. The relationship quality of Adampak & Print Phils Inc. as to customer trust and customer satisfaction were implemented to a very much extent with the weighted mean of 3.72 and 3.58 respectively. 3. An aggregate of 41 customers made purchases 3 to 4 times a month, while there are were 7 made purchases 2 times a month and only 1 customer rarely purchased. 4. Relationship between the relationship marketing practices and relationship quality of Adampak and Print Phils. Inc. there is a significant relationship between the Extent of Implementation of Relationship Marketing Practices in terms of Quality, Price, On-time delivery, Customer service, and Continual improvement and Extent of Relationship Quality in terms of Customer trust. 5. There is a significant relationship between the Extent of Implementation of Relationship Marketing Practices in terms of Quality, On-time delivery, Customer service, and Continual improvement and Extent of Relationship Quality in terms of Customer Satisfaction while there is no significant relationship as to Price. 6. There is a significant relationship between the extent of relationship quality as to customer trust and perceived loyalty among Adampak customers in Laguna Industrial Parks. 7. There was a significant relationship between the Extent of Implementation of Relationship Marketing Principles as to quality, and customer service and respondents perceived loyalty. For price on-time delivery and continual improvement it was noted that there were no significant relationships. Based on the summary of findings, the following conclusions were drawn 1. That the implementation of relationship marketing practices of Adampak & Print Phils. Inc. in terms of quality, price, on-time delivery, customer service, continual improvement were to a much extent. 2. That the extent of implementation of relationship quality marketing practices of Adampak & Print Phils. Inc. in terms of customer trust and customer satisfaction were to a very much extent. 3. That the respondents perceived loyalty in terms of frequency of purchase per month was often which is 3 times a month. 4. That the implementation of relationship quality of Adampak and Print Phils. Inc was significant. 5. The relationship quality and respondents perceived loyalty of Adampak and Print Phils. Inc. was significant in customer trust and not significant in customer satisfaction. 6. That the implementation of relationship marketing practices and respondents perceived loyalty of Adampak & Print Phils. Inc. were significant in quality and customer service while in terms of price, on-time delivery and continual improvement these were not significant. 7. There is a need for the formulation of a marketing plan to enhance relationship marketing practices of Adampak & Print Phils. Inc. quality marketing practices on customer trust were implemented to a very much extent.

THESIS TITLE AUTHOR DEGREE PROGRAM COLLGE AND SCHOOL ACADEMIC YEAR ADVISER NUMBER OF PAGES Introduction

: Marketing Strategies of Atlas Copco Philippines Incorporated and Its After Sales Performance : : Masters in Business Administration : University of Perpetual Help System Laguna : : :

This study on Marketing Strategies of Atlas Copco Philippines Incorporated and Its After Sales Performance used the descriptive correlational design method in finding the level of effectiveness of marketing strategies: Advertising, Sales Promotions and Publicity, Personal Selling, and Direct Marketing and its relation to Atlas Copcos performance in terms of revenues: aftermarket, machine, rental and compressor technique. It involved 60 respondents distributed into 30 employees and 30 customers. Descriptive Statistics such as frequency and percentage, and weighted mean, and inferential statistics were applied in that data collected from the questionnaires. The author findings of the study include the following: 1. On the Level of Effectiveness of Marketing Strategies The employees perceived marketing strategies: Personal Selling, Direct Marketing and Advertising as effective and Public Relations and Publicity, and Sales Promotion as moderately effective On the other hand, the customers perceived strategies in marketing: Sales Promotion, Advertising, and Public Relations and Publicity as moderately effective, and Direct Marketing and Personal Selling as less effective

2. On the Difference in Perceptions on the Level of Effectiveness of Marketing Strategies. Significant differences existed on the perceptions on the level of effectiveness of Marketing strategies: Advertising, Sales Promotions, Public Relations, and Publicity, Personal Selling and Direct Marketing among the employees and customers. 3. On the Performance of Atlas Copco Philippines Incorporated. Atlas Copco Philippines Incorporated profits ranged from 7.32 to 40.76 percent, the biggest of which was Aftermarket revenue, followed by Compressor Technique and Rental revenues. Revenue contribution was 78.00 percent while the profit contribution was 72.00 percent. 4. On the relationship Between the Level of Effectiveness of Marketing Strategies and Atlas Copcos Performance Revenues. The employees perceptions on the level of effectiveness of Sales Promotions strategy was found to have a very strong relationship to Atlas Copcos performance compressor technique revenue, while a strong relationship between Advertising strategy and rental revenue; Sales Promotion strategy and aftermarket and machine revenues; and Direct Marketing Strategy and machine revenue. On the other hand, the customers perceptions on the level of effectiveness of Advertising strategy was found to have a very strong relationship to the Companys performance; aftermarket revenue; Sales Promotions strategy and rental revenue; Personal selling strategy and rental revenue; and Direct Marketing strategy and machine revenue. A strong relationship existed between the customers perception on the level of effectiveness of Advertising strategy and the Companys Compressor technique revenue; Sales Promotion strategy and aftermarket revenue; Public Relations and Publicity and Personal Selling and compressor technique revenue. 5. On the problems encountered by the Management of Atlas Copco Philippines, Incorporated The problems encountered by the employees were on marketing strategies; Sales Promotion and Public Relations and Publicity, while the customers encountered problems on Personal Selling and Direct Marketing.

The problems encountered in marketing by the employees include: motion pictures( Advertising, gifts, lotteries, and rebates (Sales Promotion): press kits (Public Relations and Publicity; samples (Personal Selling); catalogues (Direct marketing) and others(e.g) increase the number of competitors, and etc. 6. On the Possible Solutions to the Problems Encountered in Marketing. Based on the problems encountered by the Company, the following solutions are made: 1. Solicit support to mother company to lessen the price of the products/services based on the standard price/s.
2. Allot sufficient funds to extend assistance to charitable institutions, victims of

calamities, etc. 3. Practice of another systems of motivating customers such as meeting them personally as a special visits wherein audiovisual materials are used somewhat similar to movies. 4. Improving the services extended to customers. 5. Providing advance service unit to cope with late transactions/delivery. Based on the foregoing summary of findings the following conclusions are drawn: 1. Marketing strategies used by the company are effective. 2. Significant differences existed among the employees and costumers perceptions on the level of effectiveness of marketing strategies.

Therefore, resulting to the acceptance of the hypothesis which states that There is a significant differences between the employees and costumers perceptions on the level of effectiveness of the marketing strategies. 3. The After Sales Performance of Atlas Copco Philippines, Incorporated ranged from 13 to 134 Million pesos. 4. Very Strong Relationship around between the employees perceptions on the level of effectiveness of Sales Promotion Strategy and the Companys performance compressor technique revenue. Very Strong Relationship occurred between the customers perceptions on the level of effectiveness of advertising strategy and the Companys performance: Aftermarket revenue Sales Promotion and Personal Selling and rental revenue and Direct Marketing and machine revenue. Therefore, leading to the partial acceptance of the hypothesis which states that There is a significant relationship between the perceived level of effectiveness of the marketing strategies and After Sales Performance of the Company 5. The employees encountered problems on marketing pertained to Sales Promotion and Public Relations and Publicity, while the customers encountered problems on Personal Selling and Direct Marketing

THESIS TITLE AUTHOR DEGREE PROGRAM COLLEGE AND SCHOOL ACADEMIC YEAR ADVISER NUMBER OF PAGES

: Food Service Industry Practices for Increasing Food Servers Tips : : Masters in Business Administration : University of Perpetual Help System Laguna : 2011-2012 : Dr. Pedrito Jose V. Bermudo : 103

This paper intended to determine how food service industry practices helps to increase food servers tips, in terms of the extensiveness of the food servers to their service as well as the influence they bring to the customer to determine and develop food servers performance and increase gratuity. The study aimed to find out the profile both of food servers and customers: the gender and average monthly income. The study also intended to know the extensiveness of the food servers practice of the following techniques to increase tips as perceived by the respondents in terms of personalized service, suggestive selling, standard procedures and anticipating customer needs. The study also attempted to identify if there is a significant difference on the practices by the food servers to increase tips according to profile variable. The study also determined the significant difference on the level of influence on tipping practices among customers according to profile variable. Lastly, the study aimed to find out if there is any significant relationship between the food service techniques and the level of influence among customers to increase tips. Using a descriptive-survey method of research, a number of sixty-four(64) respondents which consisted of food servers and customers in a casual-dining restaurant served as the respondents of the study. Total enumeration of the respondents was employed in the study.

The results showed that there was an extensive implementation of food service techniques to increase tips in terms of personalized service, suggestive selling, standard procedures, anticipating customers needs. Furthermore, on the food service influence to customers on the techniques to increase tips, the respondents were influential on the following variables: suggestive selling, standard procedure, and anticipating customers needs. However, the respondents perceived that personalized service was somewhat influential for them. Moreover, the study identified that there was no significant difference in the food service extensiveness to increase tips according to gender and same with monthly income. The study also identified that there was no significant difference in food service influence to customer on the techniques to increase tip according to monthly income. While there was a significant relationship on the food service influence to the customer on the techniques to increase tips according to gender and suggestive selling. This means that the female customers were more influenced by suggestive selling than male customers. On the other hand, there was no significant relationship between the food service techniques and the level of influence among customer to increase tips. The restaurants must be updated with current trends a restaurant is giving in terms of service: establishment must have a program to their food server to delight customers. Competitive restaurants must undergo series of training to develop food servers skills that will gain positive feedback from the customers. Follow restaurant techniques more often to increase tips for the food servers, engage in the training offered by the company for the improvement of service and career development in a way food server can also be promoted. Conduct a followup study on tipping and customer service quality to determine the personalized service, standard procedures and anticipating costumers needs. Continue the steps in suggestive selling techniques which have effect to male customers. Undertake a followup study so as to determine the requirements made after this study was conducted.

PROJECT IN MARKETING RESEARCH

SUBMITTED BY SOON, KIM ASHA B ALMENDRAL, JANARA P ALMENDRAL, ROWSTRELL V

SUBMITTED TO DR. YOLANDA P MACAULING