Assessment of Registrars Office

Rationale of the Study Education has been a vital role in a person’s development. As an institution of higher learning, University of Cebu is committed to an authentic education that is founded on the principles of humanity, nationalism and academic excellence. It provides students different opportunities to attain success. Various institutions offer different kinds of services from high class teachers, good teaching methodology, down to hard working janitor. These institutions have different styles and standards.

Each has its own individuality and appeal to the people. Furthermore, among their many differences would be in how they manage and provide their clientele with value added transactions through positive customer service interactions. The customer’s expectation is to feel important and assisted during the interactions that ultimately lead to their desired end result. Registrar’s office of UCLM is one of the departments of the university who provide services to the students, parents, and inquirer who needs information. Students, whether they like it or not, can always experience how registrar’s offices provide services.

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Grade information, students 201 file, TOR, evaluation and adjustment of subjects, changing of grades and correction of name, preparing study loads, giving of diploma, and enrollment verification are some of the services that registrars’ office can provide. This research study assesses the customer satisfaction of students’ services of registrars’ office because some problems regarding the registrars’ services has been observed. One of the researcher experienced bad interaction of registrar personnel that includes the working scholar assigned.

She processed her correction of name. She went to registrars’ office for an update that it came to the point that she visited the registrar five times for a follow up of her correction of name. Unfortunately, according to working scholar assigned they will have to find her 201 file because her correction of name was not yet done because her 201 file was not found. As a service provider of the institution, the registrar personnel must have a records management for a continuing process of every transaction. This experience is one of the factors that need to be observed.

Customer service and satisfaction is everyone’s responsibility in any institution and these negative behaviors should never be tolerated and need to be addressed. The purpose of this study is to fully assess the customer satisfaction of registrar’s office services. This assessment would help in identifying the aspects whether they are effective at the same time those which they are ineffective in providing services to customers. This study would serve as a basis for improvement to meet the customer satisfaction. Theoretical Background

Customer service is the provision of service to customers before, during and after a purchase. According to Jamier L. Scott (2002), “Customer service is a series of activities designed to enhance the level of customer satisfaction that is, the feeling that a product or service has met the customer expectation”. Its importance varies by product, industry and customer. Customer service may be provided by a person (ex. Sales and service representative) or by automated means called self-service, like Internet sites. Customer Service is normally an integral part of a company’s customer value proposition.

In their book Rules to Break and Laws to Follow, Don Peppers and Martha Rogers, Ph. D. (February 2008) write that “customers have memories, they will remember you, whether you remember them or not”. Further, “customer trust can be destroyed at once by a major service problem, or it can be undermined one day at a time, with a thousand small demonstrations of incompetence”. From the point of view of an overall sales process engineering effort, customer service plays an important role in an organization’s ability to generate income and revenue.

Good customer service is all about bringing customers back. And about sending them away happy-happy enough to pass positive feedback about your business along to others, who may then try the product or service you offer for themselves and in their turn become repeat customers. Susan Ward, 2010 Service can be defined as any activity or benefit that one party can offer to another that is essentially intangible and that does not result in the ownership of anything. Its production may or may not be tied to a physical product. (Boyd Walker & Mullins Larreche, 4th Edition)

According to Teresa Weimer, Customer service is any form of communication or interaction between a company representative or an employee and an individual(s) doing business with that company. The heart of every business lies in the hands of its customers, so the company’s ability to establish and maintain a strong customer base is essential for its growth and survival. The goal of every successful business is to maintain a high level of customer satisfaction by providing their clientele with value added transactions through positive customer service interactions.

In turn the customer’s expectation is to feel important and assisted during the interactions that ultimately lead to their desired end result. The basic philosophy governing quality customer service is a happy customer is a repeat customer and a returning customer is a loyal consumer. Teresa Weimer, 2002-2010 Customer value is the unique combination of benefits received by targeted buyers that includes quality, price, convenience, on-time delivery, and both before-sale and after-sale service. Before-Sale has to do with providing information.

After-sale service includes both routine and emergency maintenance. Nothing is more likely to cement a long-term customers relationship than speedy and effective reaction to a problem (ex. Replacement within hours with an apology). Monitoring service quality has (appropriately) become much more important. (Berkowitz Kerin & Hartly Rudelus, 5th Edition) Customer service is the measure of the organization performance, if you have built loyalty and commitment with your customers; this is what customer service is all about.

There are behaviors that can kill customer service in an instant. If you appear cold, never smile, have no warmth or caring you have just eliminated good customer service from happening. If you are unfriendly, pushy, discourteous or insensitive you will create a bad impression and a good customer service experience will not occur. Customer service and satisfaction is everyone’s responsibility in any organization and these negative behaviors should never be tolerated and need to be addressed. Many believe that customer service will eventually become the ost significant benefit offered by a company because global competition (i. e. , increase in similar products) makes it more difficult for a company’s product to offer unique advantages. (D. P. Noe, 2002-2010) Customer Service is not about slotting all your customers into the same pigeon-hole. We need to understand what our customers want. The purpose of service is to attend to your customers. It is the ultimate respect you can give. Self-protective barriers have been built by your customers so that they can feel safe and comfortable. Delivering service requires time and energy.

So there needs to be a balance between the company and your customers needs. Responding only to customers’ needs will have you becoming too reactive and not necessarily doing good business for your company. Alternatively, when you focused too much on the pragmatics of business, the customer can be forgotten and you may appear insensitive to a request out of the ordinary. Customer Service allows you the special opportunity to set your own standards. Standards that will have your customers coming back, and your staff committed to the service you provide.

Providing the cheapest price is not necessarily enough. It is more important to offer an on-going relationship, gladly giving back-up and support. This will always bring people back for more. When the needs of your customers or employees are consistently met, they are more likely to negotiate to preserve the relationship. Support breeds support, which ultimately means success. Quality service deserves consideration. Never take for granted when, how and who you consider in your service. Customer service is a gift that we offer our customers. Gary Yardley ;amp; Jan Kelly

Customer service manifests itself in several ways, with the most common being a dedicated department to handle customer issues. Whether a company establishes a separate department or spreads the function among many departments, being responsive and offering reliable service is critical and in the future will be demanded by customers. (Know This. Com 2010) Put a customer service program into practice. Is the only way you can be sure customers are handled the way you want them to be handled. If you have great service but a poor product, then your customers won’t be happy.

Likewise, if you have a great product and great service but a poor fulfillment system your customers won’t be able to access your product. They’ll be dissatisfied. A good customer service program filters through all the departments in the organization. (Susan M. Gage) Customer service is the most important aspect of any business! It is the doorway to your ideals in the marketplace. It is the thing that can make or break many opportunities. Customer service: The one thing in life that any shopper, customer, or even employer should be able to count on.

Bad day or not, your smile, your voice, your appreciation must show through for your customer! When it does they will not only return but pass on their good experience to those around them. (Sylvia Harrison, 2002-2010) Service output is variable – this is true because of the various service providers employed and the variety of customers they serve, each with his or her own special needs. Even though customer demands vary, the service experienced is expected to remain consistent. Services have higher customer contact. The service “encounter” between service provider and customer is the service in many cases.

Making sure the encounter is a positive one is part of service design. This involves giving the service provider the skills and authority necessary to complete a customer transaction successfully. Service are perishable – because services can’t be inventoried, the timing and location of delivery are important. Service should define not only what is to be delivered but also where and when. (Roberta S. Russell ;amp; Bernard W. Taylor III, 4TH Edition) One aspect of customer service is listening to complaints from customers.

Complaints can be the biggest nightmare when discussing customer service but they are the most important to improve the image and quality of a business. Whatever means a customer uses to communicate a compliant it should be taken seriously and acted upon in an acceptable amount of time or a business risks losing a customer. Customer service can be provided in a variety of ways but as long as the customer is satisfied they will probably come back again. (C. L. Easey, 2002-2010) For services, the assessment of quality is made during the service delivery process. Each customer contact is referred to as moment of truth, an pportunity to satisfy or dissatisfy the customer. Customer satisfaction with a service can be defined by comparing perceptions of service received with expectations of service desired. When expectations are exceeded, service is perceived to be exceptional quality and to be pleasant surprise. When expectations are not met, however, service quality is deemed and acceptable. (James and Mona Fitzsimmons, 5TH Edition) Handle customer complaints quickly and with a positive attitude. Strive to preserve your relationship with the complaining customer instead of your immediate profit from them.

They will reward you later with more sales and referrals. (Bob Leduc, 2004) Customer service is also a critical aspect of what we mean by service. Customer service is the service provided in support of a company’s core products. Companies typically do not change for customer service. Customer service can occur on sight (as when a retail employee helps a customer find a desired item or answers a question), or it can occur over the phone or via the internet. Many companies operate customer service call centers, often staffed around the clock. Quality customer service is essential to building customer relationship.

It should not, however, be confused with the services provided for sale by the company. (Valerie A. Zeithaml, 4TH Edition) Customer service is the means of achieving the end result of customer satisfaction. Good customer service means making the customer feel welcome in your place of business. Whether it is pleasant music, familiar faces in the store, or a festive attitude in the store, if the customer feels good, they will spend more. Customer service is the best way to ensure the survival of your business by not only offering quality products, but quality service. (Cody Hodge, 2002-2010)

Customer service is another extremely valuable distribution task performed by wholesalers because customers often require many types of services, such as delivery, repairs, warranty work, etc. By making these services available to their customers, wholesalers saved their customers considerable effort and expense. Customer Service Equals Performance Equals Service, customer Service can be described as a “performance” of some kind involving two parties, whereby one party is the benefactor and the other party is the performing party receiving some type of monetary payment.

Whenever a new technology is invented, an array of “services” develops making it accessible to the general public. Its success depends upon product “performance” and the product-related “Customer Services performance. ” (Richard Saporito, 2002-2010) Good customer service does not begin when the customer has a problem with the product or service. It begins when the customer purchases the commodity or service. Proper planning ensures that the customer does not have to wait to make a purchase. The good customer service mindset is apparent in each associate, not just those dealing directly with the customer.

It is also apparent in those who provide managerial and technical support to the front-line customer service representatives. (Contributor, Ehow. com 2010) Customer service is what differentiates between companies that will prosper and companies that will get by. What drives the consumer decision is going to be price and service. There are three things that will enable a company to provide superior customer service. They are caring, communicating, and correcting. (Kirk W. Johnson, 2002-2010) Conceptual Framework Output

Process Input Proposed Improvement Plan Gathering and Treatment of Data • Observation • Questionnaire Analysis Interpretation Conclusion and Recommendation 1. Demographic 1. 1 Age 1. 2 Gender 1. 3 Course 2. What is the level of customer satisfaction of the respondents on the services rendered by the Registrar’s Office? 3. Is there a significant relationship between the respondents’ profile and their level of satisfaction? Figure 1 The framework is divided into three parts which are the input, the process and the output.

Input contains the needed data to be acquired in the study such as the demographic of the respondents, the level of customer satisfaction of the respondents of the student services of registrar’s office. In the process, descriptive survey method using questionnaire and observation will be used to gather necessary information for the study. Data analysis and interpretation is then followed to study in detail the collected information. Then it is followed by conclusion and recommendation. The output of the study will be the proposed improvement plan for the betterment of The Registrar’s Office.

THE PROBLEM Statement of the Problem This study assessed the satisfaction of the respondents on the services rendered by the Registrar’s Office. The findings of which served as bases for a proposed improvement of services. Specifically, this sought to answer the following questions: 1. What is the profile of the respondents in terms of: 1. 1 Age 1. 2 Gender 1. 3 Course 1. What is the level of customer satisfaction of the respondents on the services rendered by the Registrar’s Office? 2. Is there a significant relationship between the respondents’ profile and their level of satisfaction? 3.

Based on the findings of the study, what maybe the proposed improvement plan? Statement of the Hypothesis There is no significant relationship between the respondents’ profile and their level of satisfaction. Significance of the Study The result of the study will be beneficial to the following: UC-LM Students. The student is one of the beneficiaries of the new and improved system. The improvements will not only reduce the problems of registrar’s office that causes customer dissatisfaction, but also it will provide the students the good student services they have been desired from the registrar’s office.

Registrar Personnel. With the new and improved standards and system, the jobs of the workers will be more effective and efficient since this study will aim at improving the current systems of customer student services they have been offered. Also, they will be provided with basis for standards and useful data that might help them in decision making. UCLM Administrators. Through this study, the UC-LM Administrators will then determine if the hired personnel are doing their job efficiently and effectively. UC Administrators.

Through the results of the study, the university administration that includes the other three UC campuses will determine the weaknesses and strengths of the institution when it comes to the student services provided. The results of the study serves as basis and guide of the administration for an improvised service system. The Researchers. This study enhances the researchers’ skills in recording, documenting and associating with different kinds of people. The challenge that they will encounter will help them become better and more responsible persons in the future.

Through this study, the researchers will become more knowledgeable and keen to relevant information in preparation for future studies. Future Researcher. The result of the study can be used as reference for future study or research on wider applications of similar field or topic. RESEARCH METHODOLOGY Research Design This study utilized the descriptive-correlational design to determine the relationship of the respondents profile and their level of satisfaction on the services offered by the Registrar’s Office. Research Environment The study was conducted inside the University of Cebu – Lapulapu ;amp; Mandaue campus.

The customer satisfaction of student services of Registrar’s Office was carefully studied as a basis for the proposal of an improved student service system. UC Lapu lapu – Mandaue (LM) sits at the foot of the old Mactan Bridge, connecting the cities of Cebu and Lapulapu. The cities of Lapulapu and Mandaue are zones for dynamic economic activities that include International industrial export processing companies – producing computer hardwares, electronic wares, furniture and metalworks, fashion accessories and processed food among others.

Lapulapu is the location of the Cebu International Airport, ones gateway to the vibrant leisure and tourism industry of Cebu. UCLM in this sense provides for its students trainings and education responsive to the bigger picture of its locale that is thriving with endless opportunities. The University of Cebu was founded in 1964. As an institution of higher learning, the university is committed to an authentic education that is founded on the principles of humanity, nationalism and academic excellence. In May 1995, a satellite campus of UC was opened in the vicinity of Lapu-Lapu and Mandaue, hence UCLM.

Still true to its origins, UCLM upholds and realizes the vision of UC through the formation of an empowered community of person, who, through character formation and academic excellence contributes to the development of society. Research Subjects or Respondents The respondents involved in this study were the students of UCLM. The respondents are taken through their availability in the research area at the time of survey. Hence, the sampling method used is convenience sampling, the availability of the students at the time of survey is considered. The total population of the students in UCLM is 10,435.

The number of sample which is a total of 386 respondents was determined using the Slovin’s formula. Research Instrument In conducting the study, survey questionnaire was distributed to the respondents to collect the necessary data and information for the assessment of the present customer service system of registrar’s office, whether they are effective or ineffective with regards to the customer services being used. It offered significant information whether there is a need for improvement of registrar’s office customer service system. Research Procedures

In conducting the study, first, the researchers asked permission from the university registrar regarding the research topic, by giving a letter noted by the research instructor and the Dean of College of Business Administration. Through the approval of the university registrar, the researchers started to gather information and data regarding the research topic. (See Appendix A (letter of approval)) Gathering of Data. The researchers started its study by giving self made questionnaire to the respondents to assess the level of customer satisfaction of student services of registrar’s office.

After the respondents answered the survey questionnaire, information were collected and evaluated using the statistical tools. Data were then analyzed pertaining to its impact and then interpreted. The interpretation of the data serves as the bases for coming up of suggestions that could be beneficial for the improvement of the registrar’s customer service system. Treatment of Data. To treat the quantitative data that were collected to answer the questions in this study, the following were used for the treatment: Simple Percentage is used in the profiling of the respondents.

Chi-square test of independence is used in getting the relationship between the profile of the respondents and their level of satisfaction on the services of the Registrar’s office. Moreover, to measure the strength of relationship between the variables which are dependent on each other, contingency coefficient c is measured. DEFINITION OF TERMS * Assessment * Operational – To support and to improve. * Conceptual – The classification of someone or something with respect to its worth * Customer * Operational – These were the main respondents. * Conceptual – One that purchases the commodity or service. Customer Service * Operational – Is the way how well the organization treats their customers to give maximum satisfaction to their customers. * Conceptual – All interactions between a customer and a product provider at the time of sale, and thereafter. * Improvement * Operational – a condition superior to an earlier condition. * Conceptual – betterment, progress in development. * Registrar * Operational – the administrator responsible for student records. * Conceptual – someone responsible for keeping records. CHAPTER 2 PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter presents the results of the data gathered. The first part presents the profile of the respondents. The second part presents the level of satisfaction of the respondents on the services rendered by the Registrar’s office. The third part presents the relationship of the respondents’ profile and their perceived level of satisfaction on the services offered by the Registrar’s office. The last part presents the proposed intervention plan. Below is Table 1 which presents the profile of the respondents, both the customers and the personnel or employees of UC-LM Registrar’s Office. Table 1.

Profile of the Respondents (n=386) Profile| Frequency| Percentage| Age| | | 17 below| 125| 32%| 18-20| 218| 56%| 21-23| 29| 8%| 24-above| 14| 4%| Gender| Male| 214| 55%| Female| 172| 45%| Year Level| 1ST YEAR| 54| 14%| 2ND YEAR| 166| 43%| 3RD YEAR| 115| 30%| 4TH YEAR| 51| 13%| Courses| College of Computer Studies| 43| 11%| Hotel and Restaurant Management| 47| 12%| College of Education| 35| 9%| College of Business Administration| 48| 12%| College of Customs Administration| 10| 3%| College of Allied Eng’g| 28| 7%| College of Criminology| 16| 4%| College of Marine Eng’g| 44| 11%| College of Marine Transportation| 63| 16%|

College of Nursing| 14| 4%| Basic Education Level| 38| 11%| From the above table, it is shown that most of the respondents are of ages 18-20 years old, which comprise 56% of the respondents. In addition to that, most of them are male, 55%, and are in their sophomore year in college or in high school. It can also be noted that most of are from the College of Marine Transportation, which reflects that there are more enrollees in this course than on other courses, which is in contrary of the College of Customs Administration, which has the lowest number of respondents reflecting its very small college.

Table 2 below shows the perception of the respondents on the services offered by Registrar’s office. Table 2. Perception of the Respondents on the Services Offered by the Registrar’s Office Statements| WM| DE| 1. Staff is available in a timely manner. | 3. 73| S| 2. Staff is helpful to all inquiries. | 3. 67| S| 3. Staff always answers questions. | 3. 69| S| 4. Staff is friendly and cheerful throughout. | 3. 49| S| 5. Staff is knowledgeable in all the queries. | 3. 65| S| 6. Staff usually offers pertinent advise. | 3. 49| S| 7. Staff is courteous throughout. | 3. 55| S| 8.

Staff serves in a timely and professional manner. | 3. 67| S| 9. Staff is available to your verifications and inquiries anytime. | 3. 49| S| 10. Grades are encoded correctly. | 3. 71| S| 11. Subjects are evaluated correctly. | 3. 66| S| 12. Reprinting of study loads and grade slips are released on time. | 3. 65| S| 13. There is proper records management. | 3. 68| S| 14. Documents such as T. O. R and grade slips are released on time| 3. 47| S| 15. Posting and disseminating necessary information are observed thoroughly. | 3. 60| S| 16. Adequate information is available. | 3. 55| S| 17.

There is no bottleneck that delays the process. | 3. 36| S| 18. 18. Every records has in-charge to cater to student needs. | 3. 54| S| 19. Personnel on duty is knowledgeable of his assigned tasks. | 3. 56| S| 20. There is traceability and accountability of personnel. | 3. 61| S| General Weighted Average| 3. 59| S| Legend: 1. 00-2. 33NS (Not Satisfactory) 2. 34-3. 79S (Satisfactory) 3. 80-5. 00VS (Very Satisfactory) It was shown that the respondents are satisfied with the services offered by the registrar’s office. They have rated consistently all the aspects of the registrar’s service.

They are also satisfied with the way the staff of the office handles them. This finding contradicted to what was observed and heard of. This implies that may be there were only very few who are complaining but generally, the whole student body are satisfied with what was being offered to them. Or this may imply that the instrument used in the survey does not capture every aspect that has to be measured and evaluated to have a general impression of the public. On the next page, table 3 will show the relationship of the respondents’ profile and their perceived level of satisfaction on the services offered by the registrar’s office

Table 3. Relationship between the Respondents’ Profile and their Perceived Level of Satisfaction on the Services of the Registrar’s Office Variables| Computed -Value| Critical -Value| Decision on Ho| Interpretation| Age and Level of Satisfaction| 8. 240| 12. 592? =0. 05| Accept Ho| No Significant relationship| Gender and Level of Satisfaction| 5. 587| 5. 991? =0. 05| Accept Ho| No significant relationship| Course and Level of Satisfaction| 42. 286| 21. 026? =0. 05| Reject Ho| Significant relationship| Year Level and Level of Satisfaction| 17. 68| 12. 592? =0. 05| Reject Ho| Significant relationship| As shown, it is the course and the year level that is significantly related to the level of satisfaction. This implies that respondents from different courses have different perceptions on the way the personnel and staff of the registrar’s office deliver the services to them. Moreover, year level also has a significant relationship with the level of satisfaction, although this relationship has a low positive correlation with the level of satisfaction, as shown on the next table. Table 4.

Strength of Relationship between Variables Variables| Correlation Coefficient| Strength of relationship| Course and Level of Satisfaction| | Moderate positive correlation| Year Level and Level of Satisfaction| | Low positive correlation| PROPOSED IMPROVEMENT PLAN Although the respondents were generally satisfied on the student services of Registrar’s Office based on the findings of the study, the following proposed improvement plan can be recommended in order for the Registrar personnel to be more efficient and effective in their workplace.

The proposed improvement plan was based on the comments and suggestions confessed by the respondents that can be seen in the surveyed questionnaire. Table 5. Proposed Improvement Plan What needs to be done? | By whom| Possible outcomes of the proposed recommendations| Add more working scholars and Records-in-Charge to minimize the delay of transaction since there are an increasing number of students. | Through the request of the Department Head with the approval of the HRD. | There is fast and continuous process in every transaction. And if more working scholars and staff are provided, then they may be available anytime to all inquiries. Provide more facilities like printers to accommodate the increasing number of students. | Through the request of the Department Head with the approval of CAD and Property Custodian. | There is fast and continuous process in every transaction. | Train working scholars to be more courteous, friendly, knowledgeable and approachable anytime. | Department Head and Records-in-Charge. | There is good atmosphere between the customers and working scholars assigned. | There should be proper records management to minimize unfound/ missing files. | Records-in-Charge and Working Scholars assigned. There is continuous process in every transaction since all files are easy to find. | CHAPTER 3 SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS This chapter presents the summary of findings, conclusions and recommendations. Summary of Findings This study determined the relationship between the respondents’ age, gender, course and year level and their level of satisfaction on the services offered by the Registrar’s office. It was found that: 1. Most of the respondents are of ages 18-20 years old, which comprise 56% of the respondents, most of them are male, 55%, and are in their sophomore year in college or in high school. . Most of are from the College of Marine Transportation, which reflects that there are more enrollees in this course than on other courses, which is in contrary of the College of Customs Administration, which has the lowest number of respondents reflecting its very small college. 2. Respondents are satisfied with the services offered by the registrar’s office. 3. Course and the year level that is significantly related to the level of satisfaction. 4. The strength of relationship of the course and the level of satisfaction is moderately positive while the year level and the level of satisfaction is low positive correlation.

Conclusions Hence, the respondents’ course and year level is significantly related with the level of satisfaction. Recommendations The researchers were not satisfied on the survey results since the results contradicted to what was observed and heard of. Based on the findings of the study, the following may be recommended: 1. Implementation of the recommended enhancement of the services of the registrar’s office. 2. Proposed again this research topic to the next batch of researchers and suggest to select respondents who will answer the survey questionnaires correctly and seriously.

Since the researchers found out that most of the respondents in this research didn’t take the survey questionnaire seriously. REFERENCES Book Sources Boyd Walker & Mullins Larreche. Marketing Management A Strategic Decision Making Approach, 4th Edition, Irwin Professional Publication,2004 Berkowitz Kerin & Hartly Rudelus. Marketing, 5th Edition, McGraw-Hill Higher Education,2000 Gary Yardley & Jan Kelly. 7 Days to Top Notch Customer Service, Singapre: Times Books International,1996 Susan M. Gage. Extraordinary Customer Service, Hind Pocket Books Pvt Ltd, 2005

Roberta S. Russell & Bernard W. Taylor III. Operation Management, 4th Edition, Prentice Hall 2002 James and Mona Fitzsimmons. Service Management, 5th Edition, McGraw-Hill Higher Education 2005 Valerie A. Zeithaml . Service Management 4th Edition, McGraw-Hill Higher Education,2004 “Distributor Image and Marketing Strategy”, Industrial Marketing Management 17 (Nov. 1988) ,Palgrave Macmillan 1998 Internet Sources http://www. helium. com/items/1441861-customer-service http://www. knowthis. com/principles-of-marketing-tutorials/managing-customers/customer-service-and-marketing/ http://www. ustomerservice. dovada. net. au/7798. php http://www. ehow. com/about_5127744_good-customer-service. html http://sbinfocanada. about. com/od/customerservice/a/custservrules APPENDIX A Transmittal Letter September 2, 2010 Mr. Nelson Wahing University Registrar University of Cebu – Lapulapu & Mandaue Dear Sir: Greetings of Peace! We, the 3rd year Marketing Management students of the College of Business Administration of University of Cebu – Lapulapu & Mandaue are having our Research Study as per requirement of our curricula.

In connection to this, our group wishes to target your office with regards to our mission of extending marketing research undertakings specifically the customer services offered to complement related needs of the institution. With this end in view, we really need your benevolent help through your approval and considerations that our group will conduct research in your department regarding the customer satisfaction of student services of Registrar’s office. Moreover, we can assure you to maintain utmost confidentiality in all our researches and projects from your department.

Our group is open to your inquiries and the conditions you need upon approval of this request. Hoping for your very kind consideration. Thank you. Very respectfully, Jesamy Entero Group Representative Approved by: Noted by: Mr. Philip Almanon Ms. Jessica A. Selisana, CPA, MSBA Research Instructor Dean, College of Business Ad. , OAd & Accountancy APPENDIX B Survey Instrument University of Cebu – Lapulapu & Mandaue A. C. Cortes Ave. , Looc, Mandaue City ASSESSMENT OF CUSTOMER SATISFACTION OF STUDENT SERVICES OF REGISTRAR’S OFFICE: BASIS FOR IMPROVEMENT PLAN

CUSTOMER SATISFACTION SURVEY FORM Demographic Profile: Course ;amp; Yr. Level: ____________Department: _____________ Gender: _____________________Age: ___________________ Instructions: Kindly rate the Registrar’s Office performance with 5 being the highest and 1 being the lowest. Please indicate how satisfied you are with the following areas by putting check mark ( ) on the space provided. (Staff includes the working scholars assigned. )- 5= Excellent 4= Very Good 3= Good 2= Fair 1= Needs Improvement | 5| 4| 3| 2| 1| . Staff is available in a timely manner. | | | | | | 2. Staff is helpful to all inquiries. | | | | | | 3. Staff always answers questions. | | | | | | 4. Staff is friendly and cheerful throughout. | | | | | | 5. Staff is knowledgeable in all the queries. | | | | | | 6. Staff usually offers pertinent advise. | | | | | | 7. Staff is courteous throughout. | | | | | | 8. Staff serves in a timely and professional manner. | | | | | | 9. Staff is available to your verifications and inquiries anytime. | | | | | | 10. Grades are encoded correctly. | | | | | | 11. Subjects are evaluated correctly. | | | | | 12. Reprinting of study loads and grade slips are released on time. | | | | | | 13. There is proper records management. | | | | | | 14. Documents such as T. O. R and grade slips are released on time. | | | | | | 15. Posting and disseminating necessary information are observed thoroughly. | | | | | | 16. Adequate information is available. | | | | | | 17. There is no bottleneck that delays the process. | | | | | | 18. Every record has in-charge to cater to student needs. | | | | | | 19. Personnel on duty is knowledgeable of his assigned tasks. | | | | | 20. There is traceability and accountability of personnel. | | | | | | 21. Which services have you requested currently or in the past? (Check one or more) Adjustment of Subjects Change of Names/Date of Birth Copy of Study Loads/Grade Slips Change of Grades Certifications/Authentications Enrollment Verifications Withdrawal of Subjects/Enrollment Transcript of Records Requisition of Permanent Records Subject Evaluation ____________others; pls. Specify. 22. Were you served in a professional manner? ____Yes _____No Comments:_______________________________________________ 23. Was your request completed to your satisfaction? ___Yes ___No If no, why? ____________________________________________________ Comments: ____________________________________________________ 24. In what way(s) can the Registrar’s Office improve on the services they provide? Any suggestion? ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ____________________________________________________________ ___________________________________________________________ ____________________________________ Thank you for completing our survey! APPENDIX C RESEARCH ENVIRONMENT (Figure 2) UC-LM Map (Figure 3) UC-LM Old Building APPENDIX D Time line | Date| Activity| Time Consumed| | August 3, 2010| Finding the Research Adviser| 1 hr. | | August 6, 2010| Proposed the Research Topic| 2 hrs. | | August 9-12, 2010| Making the Chapter 1| 12 hrs. | | August 16-18, 2010| Passed Chapter 1 to the Adviser for Checking| 4 hrs. | | August 20, 2010| Encoded the Corrected Chapter 1| 3 hrs. | August 23, 2010| Printing of the Documents| 1 hr. | | August 24, 2010| Photocopied Chapter 1 for the Panelist’s Copies| 30 minutes| | August 26, 2010| Pre-oral Defend| 3 hrs. | | September 2, 2010| Making the Transmittal Letter| 30 minutes| | September 3, 2010| Forward the Transmittal Letter w/ approval of the Instructor and the Dean to the Registrar’s Office| 30 minutes| | September 4, 2010| Making the Survey Questionnaire| 1 hr. | | September 6, 2010| Forward the Survey Questionnaire to the Adviser for Checking| 30 minutes| | September 7, 2010| Forward the questionnaire to Ms.

Jala for approval| 30 minutes| | September 8, 2010| Photocopied the survey questionnaire| 30 minutes| | September 9, 2010| Started conducting survey| 4 hrs. | | September 20-22, 2010| Finalized Chapter 1| 2 hrs. | September 23, 25, 27, 2010| Group overnight for the tally of the survey results| 6 hrs. per date| September 28, 2010| E-mailed the survey tally to the group statistician| 15 minutes| October 5, 2010( morning )| Get the findings to the statistician| 10 minutes| October 5, 2010( evening )| Group overnight for the finalization and compliance of the unfinished output| 6 hrs. October 6, 2010| Forward the complete output to the adviser for checking| 30 minutes| October 6, 2010( evening )| Finalized the corrected output| 4 hrs. | October 7, 2010| Passed the entire output to the research instructor| 1 hr. | October 16, 2010| Final Defend| 4 hrs. | APPENDIX E Budget | | Pre-Oral Defend| Php 1,100. 00| Photocopy(pre –oral defend)| 350. 00| Printing (Pre-oral defend)| 800. 00| Transportation| 600. 00| Statistician| 1,500. 00| Grammarian| 1,000. 00| Adviser| 500. 00| Panelist and Chairman| 1,100. 00| Hardbound| 750. 00|

Snacks during overnight | 700. 00| Printing ( final defend ) | 1,000. 00| Photocopy ( final defend )| 500. 00| | Php 9,900. 00| | | APPENDIX F CURRICULUM VITAE Name: Jesamy E. Entero Address:Ipil, Carmen, Cebu Birthday:December 13, 1990 Contact #:09333274180 E-mail add:[email protected] com Objectives: To implement my skills and experiences with my field of specialization – BUSINESS ADMINISTRATION- MARKETING MGT. , in the real workplace, and to share my love ;amp; dedication to it. Personal Information| N-name:Jessa Age:19 yrs. old Gender:Female

City Address:Maguikay, Mandaue City Citizenship: Filipino Religion:Roman Catholic Educational Attainment| Name of SchoolYear Graduated Primary School:Elpidio de Dios Elem. School 1997-2003 Secondary:CTU-Carmen Campus ( Formerly CSCST) 2003-2007 College:UC-LM Present Affiliations| NAME OF ORGANIZATIONPOSITION Junior Financial Executive (JFINEX)Member (2008-2010) Junior Marketing Association of the Phil. (JMAP)3rd yr. Rep. (2010-2011) Association of Working Scholar (AWS)Member (2008-Present) PRE-PROFESSIONAL EXPERIENCE| Working Scholar (WS) Assigned in Registrar’s Office Keep in track the records of students. * Answered telephone calls. * Entertain personal or via telephone verifications and inquiries. * Provide students the services TRAININGS AND SEMINARS ATTENDED| Work Ethics SeminarSelf Awareness Seminar UCLM AVRUCLM AVR June 20082008 CURRICULUM VITAE Name: Marietoni Yuki R. Entera Address:477 Marfa St. Bakilid 2 Mandaue City Birthday:September 5, 1991 Contact #:3465148 E-mail add:[email protected] com Objectives: To identify and know the core aspects of Marketing. Personal Information| N-name:Yuki Age:19 yrs. old Gender:Female

City Address:Mandaue City Citizenship: Filipino Religion:Roman Catholic Educational Attainment| Name of SchoolYear Graduated Primary School:Mt. Olives Christian Academy 1997-2003 Secondary:Mt. Olives Christian Academy 2003-2007 College:University of Cebu-LM Present Affiliations| NAME OF ORGANIZATIONPOSITION Junior Marketing Association of the Phil. (JMAP)Member (2010-2011) PRE-PROFESSIONAL EXPERIENCE| ROR Trucking Services: * Filing of Invoices. * Billing Encoder. TRAININGS AND SEMINARS ATTENDED| Work Ethics SeminarSelf Awareness Seminar UCLM AVRUCLM AVR

June 20082008 CURRICULUM VITAE Name: Janel Brian A. Guillena Address: P. Basubas Street, Tipolo, Mandaue City Birthday:January 9, 1992 Contact #:2687942 E-mail ad [email protected] com Personal Information| N-name:Brian Age:18 Gender:Male City Address:Mandaue City Citizenship: Filipino Religion:Roman Catholic Educational Attainment| Name of SchoolYear Graduated Primary School:Looc Elementary School 1998-2003 Secondary:Looc National High School 2004-2007 College:University of Cebu-LM Present Affiliations|

NAME OF ORGANIZATIONPOSITION Junior Marketing Association of the Phil. (JMAP)Member (2010-2011) TRAININGS AND SEMINARS ATTENDED| Work Ethics SeminarSelf Awareness Seminar UCLM AVRUCLM AVR June 20082008 CURRICULUM VITAE Name: Jacquis Arianne Y. Omolon Address: A. C Cortes St. Looc Mandaue City Birthday:August 5, 1990 Contact #:09335237613 E-mail add:[email protected] com Personal Information| N-name:Yan Age:20 yrs. old Gender:Female City Address:mandaue city Citizenship: Filipino Religion:Roman Catholic Educational Attainment| Name of SchoolYear Graduated Primary School:St.

Joseph Academy 1997-2003 Secondary:St. Joseph Academy 2003-2007 College:University of Cebu-LM Present Affiliations| NAME OF ORGANIZATIONPOSITION Junior Marketing Association of the Phil. (JMAP)Member (2010-2011) TRAININGS AND SEMINARS ATTENDED| Work Ethics SeminarSelf Awareness Seminar UCLM AVRUCLM AVR June 20082008 CURRICULUM VITAE Name: Beta Marizel M. Paran Address: Sasing Street, Jugan Consolacion Birthday: November 29, 1982 Contact #: 09217562663 / (032) 423-9999 E-mail ad: [email protected] com Personal Information|

N-name: Zel Age: 27 Gender: Female Citizenship: Filipino Religion: Roman Catholic Educational Attainment| Name of SchoolYear Graduated Primary School: Cambang –ug Elementary School 1990-1996 Secondary: Don Andress Soriano National High School 1997-2001 College: University Of Cebu Lapu-Lapu and Mandaue Present Affiliations| NAME OF ORGANIZATIONPOSITION Junior Marketing Association of the PhilippinesMember PRE-PROFESSIONAL EXPERIENCE| Golden Lion Foods (Consolacion) Corporation Accounting Staff Jollibee Consolacion TRAININGS AND SEMINARS ATTENDED| Food safety Seminar

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