SUBSCRIBER’S SATISFACTION TOWARDS THE GLOBE

TELECOMMUNICATION’S MARKETING CAMPAIGN

IN LEMERY, BATANGAS

A Thesis
Presented to the Faculty of
College of Accountancy, Business, and Economics
Batangas State University
The National Engineering University
Lemery Campus

In Partial Fulfilment
of the Requirements for the Degree
Bachelor of Science in Business Administration
Major in Marketing Management

By:

Joshua B. Baticos
Jan Gerick B. Enriquez
Kean Marwin A. Panganiban
Pierce Clyde M. Prodigo

December 2024
 APPROVAL SHEET

This thesis, SUBSCRIBERS’ SATISFACTION TOWARDS THE GLOBE

TELECOMMUNICATION’S MARKETING CAMPAIGN IN LEMERY,
BATANGAS, prepared and submitted by Joshua B. Baticos, Jan Gerick B. Enriquez, Kean
Marwin M. Panganiban, and Pierce Clyde M. Prodigo, in partial fulfillment of the
requirements for the degree Bachelor of Science in Business Administration Major in
Marketing Management, has been examined and recommended for acceptance for oral
examination.

VIRGILIO YAP, MBA

Adviser

Approved by the Committee on Oral Examination with a grade of

PANEL OF EXAMINERS

SANDY M. GONZALES, MBA

Chairperson

RONIE A. MENDOZA, MS MATH RICHELLE A. PANGANTIHON, MBA

Member Member

Accepted and approved in partial fulfillment of the requirements for the degree of
Bachelor of Science in Business Administration Major in Marketing Management

BENDALYN M. LANDICHO, Ph.D., APBE

Date Dean, CABEIHM
 ACKNOWLEDGMENT

With much sincerity and deep appreciation, the researchers would like to extend

their heartfelt thanks and gratitude to the following persons who inspired and helped them

all throughout the preparation and completion of this academic endeavour. Foremost, to

Almighty God, for the wisdom He had bestowed upon them, for the gift of strength, peace

of mind, and good health which had been very instrumental in completing the research.

To Batangas State University - The NEU Lemery Campus, for serving as their

home for four years and for allowing them to achieve self-growth, develop and improve

their knowledge and skills and for guiding them to go further and aim for higher aspirations

as they find their niche in the professional world;

To Mr. Virgilio Yap, MBA, their research adviser, for his guidance,

encouragement, suggestions and constructive criticisms that have contributed immensely

to further improve their ideas of this research project;

To the panelist in the proposal defense, Mr. Sandy M. Gonzales, Mr. Ronie

Mendoza, and Mrs. Richelle A. Pangantihon for their brilliant comments, evaluation,

and necessary suggestions to make this piece better;

To Mr. Dennis T. Villanueva, their research instructor, for his dedication in

teaching the researchers on how the technicalities of writing a formal document like this;

To Mr. Miguel Kris M. Reyes, their grammarian, for his valuable comments and

effort in editing and proof-reading the manuscript to better improve the content of this

study;

To our statistician, Mr. Milbert S. Deomampo, for computing the reliability of the

questionnaire and for helping the researchers in the statistical analysis of the study;

iii
 To the respondents of the study, for lending their time, showing their cooperation,

and sharing their knowledge as part of the data gathering process;

To their friends and classmates, for their elevating inspiration, words of

encouragement, and unending support throughout this endeavor;

To their loving and precious parents, Mrs. Erlilia and Mr. Dionisio Baticos, Mrs.

Marites and Mr. Gregorio Enriquez, Mrs. Helen and Mr. Eladio Panganiban, And

Mrs. Lorebe and Mr. Clode Prodigo for their constant moral, financial, and spiritual

support before, during, and after this research pursuit;

And to those who are not mentioned but contributed a lot in the success of this

research endeavour, thank you and God bless!

J.B.B.

J.G.B.E.

K.M.M.P.

P.C.M.P.

iv
 DEDICATION

The researchers humbly dedicate this study to the enhancement of marketing

students in conducting research. This study is dedicated by the researchers to their families

and friends, whose unwavering support and encouragement have been the foundation of

their academic journey. To their parents, who instilled in them the values of perseverance

and hard work; to their siblings, who provided laughter and motivation; and to their friends,

who stood by them during challenging times and inspired them to reach their goals. The

researchers would also like to dedicate this study to their research adviser and instructor,

Mr. Dennis T. Villanueva, whose guidance has been instrumental in shaping their skills

and knowledge. This study is dedicated to the dedicated librarians who tirelessly support

the researchers' academic pursuits. Their expertise in information retrieval and unwavering

assistance in navigating complex resources have been invaluable. And most of all, to the

Great Creator, the Almighty God, the author of knowledge and wisdom, who made this

study possible.

v
 ABSTRACT

This study explores how Globe Telecommunication's marketing strategy impacts

subscriber satisfaction in Lemery, Batangas. In investigating how marketing programs,

such as GoSAKTO90, align with the needs of the customer, this study showed how

localized and customer-focused promotional programs can be effective. The study aimed

to ascertain Globe Telecommunication customers' satisfaction level in Lemery, Batangas,

over its advertising campaign. More specifically, it examines the impact of demographic

variables like age, sex, civil status, educational level, employment status, income, and type

of subscription on customer satisfaction. In addition, the study scouted significant

demographic differences and evaluates consumer satisfaction, demands, and preferences.

The study made recommendations for improving Globe's customer service and marketing

tactics.

A descriptive research design that focused on surveys of 150 Globe subscribers in

Lemery was undertaken. The sample was selected through purposive sampling, assuring

the participation of much diversified demographics. A Likertscale with four points was

employed to gauge the satisfaction level, and the mean, standard deviation, kruskal-wallis

h-test and mann-whitney u-test were used to analyze the data.

This study examined the demographic profiles, level of satisfaction, and perception

of Globe Telecommunications subscribers within the municipality of Lemery, Batangas,

to identify whether its campaign is apt. Major respondents are mostly 18-25-year-old

female, single, college graduates, self-employed, below Php10,000 monthly income, and

prepaid-type subscribers. The data further shows that the satisfaction level of the customers

in terms customer delight, customer needs, and customer requirement revealed that they

vi
were moderately satisfied. However, areas that need improvement include silent needs and

service adjustments. It also says that the satisfaction level of the respondents toward the

Globe telecommunications marketing campaign in Lemery, Batangas in terms of customer

delight, customer needs, and customer requirements has no significant difference when

group according to age, sex, civil status, highest educational attainment, employment

status, average monthly income and type of subscriber.

The researchers recommended that future research may explore how effective

regular satisfaction surveys for proactive issue resolution. Future studies may also examine

the optimal frequency and methods for conducting these surveys, as well as their impact

on customer loyalty, retention, and brand perception. Additionally, researchers could

explore how different industries and cultural contexts influence the effectiveness of

satisfaction surveys in proactive issue resolution

vii
 TABLE OF CONTENTS

TITLE PAGE .................................................................................................................. i

APPROVAL SHEET ...................................................................................................... ii

ACKNOWLEDGMENT ................................................................................................ iii

DEDICATION................................................................................................................. v

ABSTRACT ..................................................................................................................... vi

TABLE OF CONTENTS ............................................................................................. viii

LIST OF TABLES .......................................................................................................... x

LIST OF FIGURES ...................................................................................................... xiii

CHAPTER

I. THE PROBLEM

Introduction ....................................................................................................................... 1

Statement of the Problem .................................................................................................. 5

Hypothesis of the Study .................................................................................................... 6

Scope, Delimitation and Limitation of the Study ............................................................. 6

Significance of the Study .................................................................................................. 6

II. REVIEW OF LITERATURE

Conceptual Literature........................................................................................................ 9

Research Literature ........................................................................................................... 15

Theoretical Framework ..................................................................................................... 22

Conceptual Framework ..................................................................................................... 23

Definition of Terms........................................................................................................... 25

viii
 III. RESEARCH METHODOLOGY

Research Design................................................................................................................ 28

Respondents of the Study.................................................................................................. 29

Data Gathering Instrument ................................................................................................ 30

Data Gathering Procedure ................................................................................................. 32

Statistical Treatment of Data ............................................................................................ 33

Ethical Considerations ...................................................................................................... 34

IV. PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

Profile of the Respondents ................................................................................................ 36

Satisfaction Level of the Respondents Towards the Globe Telecommunication Marketing

Campaign in Terms of ........................................................................................... 48

Significant Differences between the Profile of the Respondents and Customer

Satisfaction ............................................................................................................ 57

Proposed Recommendation on the Findings based on feedbacks of the Respondents ..... 70

V. SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

Summary ........................................................................................................................... 72

Conclusion ........................................................................................................................ 74

Recommendation .............................................................................................................. 75

REFERENCES ................................................................................................................ 77

APPENDICES

BIOGRAPHIC SKETCH

ix
 LIST OF TABLES

Table Title Page

1 Reliability Analysis Result 31

2 Scoring of Responses in Likert Scale 32

3 Distribution of Respondents by Age 36

4 Distribution of Respondents by Sex 38

5 Distribution of Respondents by Civil Status 40

6 Distribution of Respondents by Highest Education

Attainment 42

7 Distribution of Respondents by Employment Status 43

8 Distribution of Respondents by Average Monthly Income 45

9 Distribution of Respondents by Type of Subscriber 46

10 Satisfaction Level of the Respondents Towards the Globe

Telecommunication Marketing Campaign in

Terms of Customer Delight 48

11 Satisfaction Level of the Respondents Towards the Globe

Telecommunication marketing campaign in

Terms of Customer Needs 51

12 Satisfaction Level of the Respondents Towards the Globe

Telecommunication Marketing Campaign in

Terms of Customer Requirements 54

x
 LIST OF TABLES

Table Title Page

13 Differences on the Satisfaction Level Towards Globe

Telecommunications Marketing Campaign

when grouped according to Age 57

14 Differences on the Satisfaction Level Towards Globe

Telecommunications Marketing Campaign

when Grouped according to Sex 59

15 Differences on the Satisfaction Level Towards Globe

Telecommunications Marketing Campaign

when grouped according to their Civil Status 61

16 Differences on the Satisfaction Level Towards Globe

Telecommunications Marketing Campaign when

grouped according to Highest Educational

Attainment 63

17 Differences on the Satisfaction Level Towards Globe

Telecommunications Marketing Campaign

when grouped according to Employment 65

18 Differences on the Satisfaction Level Towards Globe

Telecommunications Marketing Campaign when

grouped according to Average Monthly Income 66

xi
 LIST OF TABLES

Table Title Page

19 Differences on the Satisfaction Level Towards Globe

Telecommunications Marketing Campaign when

grouped according to Type of Subscriber 68

20 Proposed Recommendation on the Findings based on

Feedbacks of the Respondents 70

xii
 LIST OF FIGURES

Figure Title Page

1 Conceptual Framework of the Study using IPO Model 23

xiii
 CHAPTER I

THE PROBLEM

This chapter presents the problem and its setting, including the background of the

study, the statement of the problem, the study's significance, and the study's scope and

delimitation. It provides an overview of the key elements that frame the research, focusing

on the factors affecting subscriber satisfaction towards Globe Telecommunication’s

marketing campaign in Lemery, Batangas.

Introduction

With a highly competitive market in telecommunications, companies have to be at

their best to make themselves stand out and connect with their customers. Globe

Telecommunications is one of the biggest telecom providers in the Philippines. It has

continuously launched campaigns to attract and retain subscribers. Marketing is more than

just promoting goods and services and building customer loyalty and satisfaction through

campaigns.

This research surveys subscribers' reactions to Globe Telecommunications' ads in

Lemery, Batangas, as attempts are made to find how said ads impact the public's

perspective and whether those efforts cater well to the needs of the local customers.

Investigating a specific marketing campaign that determines their strength also serves for

a more profound understanding of contributions from such successful approaches to which

Globe contributes their company's strength and towards its public here.

A classic example of this company's marketing campaign is "GoSAKTO," which

offers personalized mobile plans. Globe offers many promotional bundles that target

varying customer needs. This study goes further to seek what Lemery subscribers prefer
 2

and how satisfied they are, hence revealing the barriers Globe faces to keeping customers

connected. The purpose of this study is to assess the advantages and disadvantages of

Globe’s marketing campaign and provide recommendations for improving subscriber

satisfaction.

Market strategies are the vital strengths of telecommunication companies about

satisfaction of the customers and building loyalty among the users. Fang (2021) has stated

that the technology has changed radically from 2G to 5G. This has boosted the business

volume of telecom enterprises. However, the services which are offered by the companies

are not in line with demand from the customers. This can put them at risk of losing

customers. It helps them acquire up-to-date approaches to digital marketing strategies using

more complex network models that analyze different customer behaviors in a study by

Fang. This results in the campaign being tailored to align their services appropriately to

meet subscriber demands. Efforts by Globe Telecommunications regarding this approach

bring a sense that marketing campaigns aim to meet and cater to various specific demands

created by their Lemery, Batangas, and subscribers.

Similarly, Rahimi (2019) stresses marketing strategies in telecommunication

companies. There is a tendency to attract the youth market while retaining them by

providing them with the best available services. Studies on Afghan telecom companies

indicate that competition compels providers to bring innovation with services that may

satisfy customers' requirements. Telecom companies can be better positioned in the

marketplace by new packages, promotional offers, and service tailoring through marketing

campaigns. The moves are along the lines of Globe's other initiatives, like their
 3

customizable "GoSAKTO" plans and region-specific promotions, which are designed to

strengthen subscriber satisfaction while catering to each customer's uniqueness.

The Indeed Editorial Team (2024) emphasizes the importance of global strategies

in increasing a company's market presence and boosting the participation of customers. It

identifies three such strategies: standardization, international, and multinational.

Significantly for Globe's marketing campaigns, the multinational strategy is a process that

allows for products and services to be designed according to a specific local market. This

will enable Globe to appropriately impact its subscribers in Lemery.

Globe's marketing plan, especially its GoSAKTO90 campaign, exemplifies how

telecom companies might improve subscriber satisfaction through personalized services

and value generation. As shown in the company's campaign descriptions (2019), the free 2

GB data, premium video subs, and even in-game items, GoSAKTO90 is a carefully crafted

solution from Globe for busier individuals to help their subscribers relax. This program

responds to the increasing need for mobile data that supports entertainment and leisure

activities, particularly for the younger, tech-savvy demographic. Globe gives specific,

enjoyable content each day of the week, such as Koreanovelas on "Hallyu Mondays" or

rom-coms on "Rom-Com Tuesdays." This would not only serve the entertainment

requirements of its customers but also instill a feeling of routine and engagement, which

keeps subscribers glued to their services and invested in their brand.

This marketing strategy is very effective in promoting customer satisfaction

because it considers the different preferences of various entertainments. The campaign

allows customers to enjoy their favorite content, reduces stress, and provides value through

targeted rewards, such as exclusive access to video streaming services and sports content.
 4

This segmentation approach of Globe has different days in a week associating with their

respective entertainment themes, thus offers a holistic form of entertainment for

subscribers, making subscribers feel that service is built upon their personal needs. Such

campaigns contribute much to customer loyalty and satisfaction, showing that Globe's

marketing strategies are in tune with the preferences and demands of its subscribers in

Lemery, Batangas.

As Nava (2020) pointed out, Globe's GoSAKTO and GoSURF campaigns are

excellent examples of how telecom firms can increase the satisfaction of customers by

providing bespoke data plans based on the individual needs of their customers.

GoSAKTO90 is intended to offer daily free data to social media, shopping, and

entertainment apps at 1 GB. This focused customer base streams play games and stay

connected. The plan aims to capitalize on increased mobile data demand and create

personalized experience for subscribers by making popular apps and services even more

available. By providing free data for services like Facebook, YouTube, Netflix, and mobile

games like Mobile Legends, Globe can create a sense of customer loyalty and engagement,

and such campaigns would be very relevant to customers in Lemery, Batangas, and other

places. It shows that Globe is committed to catering to its subscribers' varied needs and

increasing overall satisfaction.

In conducting this research, the objective is to get a better sense of the success of

Globe Telecommunications' marketing strategies in providing for the needs of its

subscribers in Lemery, Batangas. Amidst the already competitive telecommunications

industry, Globe's personalized approaches, such as GoSAKTO, give consumer preferences

and behaviour meaning. In helping the public determine how well these strategies of
 5

Globe's fit community needs by asking local subscribers how they feel about these targeted

marketing initiatives, this study will help. As this study would be important for

determination of the advantage and disadvantage in the methods for improving future

services and increasing customer happiness.

STATEMENT OF THE PROBLEM

This study aims to determine the satisfaction level towards the Globe

Telecommunication’s marketing campaign in Lemery, Batangas.

Specifically, this sought answers for the following questions:

1. What is the profile of the respondents in terms of:

1.1. Age;

1.2. Sex;

1.3. Civil status;

1.4 Highest educational attainment;

1.5. Employment status;

16. Average monthly income; and

1.7. Type of subscriber?

2. What is the satisfaction level of the respondents towards Globe Telecommunications’

marketing campaign in terms of:

2.1. Customer Delight;

2.2. Customer Needs; and

2.3. Customer Requirements?

 6

3. Is there a significant difference on the satisfaction level of the respondents towards the

Globe Telecommunications marketing campaign when grouped according to profile

variables?

4. Base on the findings, what recommendations may be proposed?

Hypothesis of the Study

There is no significant difference on the satisfaction level of the respondents

towards the globe telecommunication’s marketing campaign when grouped according to

profile variables.

Scope and Limitations of the Study

The study focused on Globe Telecommunication subscribers in Lemery, Batangas.

Explicitly, this study looked at the level of satisfaction with Globe's GoSAKTO marketing

campaign subscribers. Research findings will identify if the campaign changes the

satisfaction levels of Globe's subscribers regarding GoSAKTO. Moreover, the limitation

of the present research is as follows: this sample size includes 150 respondents in Lemery

only, thus possibly underrepresenting a more significant portion of Globe subscribers. The

three weeks of data collection may only show a snapshot of subscriber experiences;

therefore, long-term trends or variations cannot be monitored. The responses from

subscribers, which depend on internet access, may exclude other groups of subscribers,

which affected the data diversity and completeness.

Significance of the Study

The study, "Subscriber's Satisfaction Towards Globe Telecommunication's

Marketing Campaign in Lemery, Batangas," sheds light on the effect of Globe's marketing

campaign on customer satisfaction in telecommunications. The results of this study will

 7

help Globe subscribers understand how their needs are matched by the company's

marketing effort, hence aiding them in making the right choice regarding service providers.

The study highlights areas where Globe can improve its offerings to meet customer

expectations more effectively, particularly in the local context of Lemery, Batangas, by

examining the effectiveness of these marketing campaigns. The study presents actionable

insights into the factors influencing Globe Telecommunication's subscriber satisfaction.

It identifies the strengths and weaknesses in the marketing strategy, thereby allowing Globe

to refine campaigns and services to better appeal to customers' needs. This should

subsequently improve delivery of service, enhance customer retention, and augment

market competitiveness. This is more so because Globe wants to continue holding a

prominent position as one of the country's leading telecom providers by adapting to the

preferences and expectations of its subscribers.

The results of this research would benefit subscribers by showing exactly how a

specific marketing campaign directly affects satisfaction. In understanding the linkage

between Globe's promotion and the value customers get from services, this study gives

subscribers a more significant reason to understand which mobile plans would be

appropriate for use based on the specific goals set for service satisfaction. Through such

knowledge, this then enables them to become proactive players in service, leading to

satisfaction. Marketing professionals working within the telecommunications industry

will also find this study beneficial. Understanding the relationship between marketing

strategies/marketing campaigns and customer satisfaction will enable them to design more

targeted, Effective campaigns that speak to the audience and produce better results. Such a

study will prove of great use to analysts in the telecom industry because it talks to those
 8

forces that are militating against achieving customer satisfaction as far as global efforts at

marketing go. It is thus bound to add credence and aid future research, along with better

empowering the consumer regarding the behavior that telecommunication marketing must

shape. Policymakers related to telecommunication regulation would come up with

determinations for service quality, consumer protection, and industrial regulations. In this

research work, the basis of effectiveness for marketing can be drawn upon and structured

as policies that improve consumer experiences in the telecommunications industry.

 CHAPTER II

REVIEW OF LITERATURE

This chapter represents the conceptual literature and research literature after the

through and in-depth search done by the researchers.

Conceptual Literature

This section gives the readers a better understanding of key concepts of the research

and related literature reviewed by the researchers. This chapter presents the literature and

studies taken from different books and other publication from different libraries as well as

the data from the internet which are found relevant for the conceptualization of the study

as well for the essential interpretation of the findings.

Pricing strategies significantly impact customer satisfaction in the

telecommunications sector. Competitive pricing, value-for-money perceptions, and

transparent billing practices are found to correlate with higher satisfaction levels.

Customers who perceive that they receive sufficient value relative to the cost of services

tend to report higher satisfaction. (Gilani et al. 2021)

According to Muniandy et al. (2020), Customer feedback mechanisms, such as

surveys and complaint management systems, play a crucial role in assessing satisfaction

levels within the telecommunications industry. Effective handling of complaints can

improve customer perceptions and drive satisfaction, as customers feel valued when their

concerns are addressed promptly.

Customer satisfaction in the telecommunication industry is intrinsically linked to

customer loyalty. Hassan etal. (2019). Satisfied customers are more likely to exhibit
 10

loyalty behaviors, such as making repeat purchases, recommending services to others, and

exhibiting resistance to switching providers, which is critical in a competitive market.

On the book “The Impact of technology on Customer Satisfaction: Insights from

the Telecommunication Sector” of Dahlberg et al. (2016) states that the rapid evolution of

telecommunications technology has heightened customer expectations, leading to an

increased focus on customer satisfaction. Companies that invest in advanced technologies

such as 5G, AI-driven customer service, and robust cyber security measures often report

higher customer satisfaction due to perceived improvements in service reliability and user

experience.

The study by Azam and Karim (2017) focused on identifying crucial factors for

customer satisfaction within the Bangladeshi telecommunication industry. Despite

extensive research on customer satisfaction, this study uniquely found that price and brand

image, rather than service quality, are the most critical determinants of customer

satisfaction. The research challenged the conventional emphasis on quality, offering new

insights for telecom managers to prioritize price and brand image to satisfy their customers

better.

Cited from the book of Khan et al. (2016), Customer satisfaction in the

telecommunications industry is often evaluated in terms of service quality, which

encompasses dimensions such as reliability, responsiveness, assurance, empathy, and

tangibles. High satisfaction levels are linked to how well service providers meet or exceed

customer expectations in these areas.

 11

Customer Delight

Garcia (2022) Customer delight is increasingly defined by the integration of

advanced technologies in the telecommunications sector. Enhanced user experience,

facilitated through AI-driven customer support, personalized recommendations, and

omnichannel engagement strategies, leads to a heightened sense of customer satisfaction

that transcends traditional service metrics.

The findings speak well for the research study by Shahzad et al. (2021) while

researching into factors determining customer loyalty in the telecommunication industry

of Pakistan. The authors highlighted the fact that customer satisfaction, service quality, and

perceived value are critical variables nurturing customer loyalty. While all such efforts by

Globe towards improving the satisfaction of customers contribute toward developing

customer loyalty, constant improvement in service quality and response to feedback will

be required to keep the customers loyal and enhance performance.

In the context of telecommunication, customer delight can be defined as the

realization of a value proposition that extends beyond basic service provision. Johnson

(2020). It involves creating unforgettable experiences through innovative services,

proactive customer support, and tailored solutions that resonate with the individual needs

of customers.

The book of “Understanding Customer Empowerment in Telecommunication” by

Williams (2019). In recent years, customer delight has been characterized by a sense of

empowerment among consumers in the telecommunication industry. Providers who offer

transparent pricing, flexible service plans, and excellent self-service options not only meet

but exceed customer needs, resulting in heightened satisfaction and loyalty.

 12

Customer delight is viewed as a competitive advantage in the telecommunication

industry, where companies that consistently offer surprise and joy through their service

interactions can differentiate themselves. This delight is achieved through holistic

approaches that encompass excellent customer service, seamless technology integration,

and ongoing engagement initiatives. Thomson (2019).

According to Smith (2018), Customer delight in the telecommunication sector

refers to the emotional engagement cultivated when a service provider surpasses customer

expectations through exceptional service delivery, personalized offerings, and rapid

problem resolution. This emotional connection fosters brand loyalty and positive word-of-

mouth referrals, essential in a highly competitive market.

Customer Needs

Research from Breschi (2023) on the aspect of awareness and fulfillment of

different needs of a customer; According to Breschi, companies must orient to the

customers and needs for relevance and innovation instead of orienting to market trends and

competitors. The business will have improved customer satisfaction, higher retention rates,

and increased brand loyalty if it pays attention to unexpressed customer needs. Through

this practice, ultimately satisfied customers are highly likely to share their experiences with

friends and other family members, contributing to growth and expansive reach within

communities.

Digital transformation has played a monumental role in reshaping customer needs

in telecommunications. Johnson and Lee (2022) explored the concept that as

telecommunications infrastructures evolve with technologies like 5G, customer needs have
 13

expanded beyond mere connectivity to include demands for enhanced digital experiences,

data privacy, and customized service options.

According to Smith and Jones (2021), the telecommunications landscape is rapidly

transforming, leading to shifts in customer expectations that demand flexibility,

transparency, and enhanced service quality. Their research highlights how telecom

companies must adapt their business models to align with changing customer preferences

by fostering a more responsive service culture that prioritizes user experience.

The creation of value through understanding customer needs involves not only

meeting basic service expectations but also enhancing the overall customer experience. In

her work, Blackwell (2020) articulates how telecommunication firms can leverage

customer feedback loops to innovate their service offerings. By continually evolving based

on customer input, companies can retain a competitive edge in a saturated market.

Analyzing customer needs involves a systematic approach to collect data regarding

consumer preferences and behaviors. In Wang’s (2019) comprehensive study, it is

established that telecommunications providers must utilize advanced data analytics tools

to interpret consumer patterns and desires. Wang advocates for a focus on customer-centric

service designs which can lead to increased engagement and satisfaction as service

expectations evolve with technological advancements.

Rosenberg (2016) Customer needs in the telecommunications industry encapsulate

a wide range of demands that stem from the desire for reliable connectivity, rapid data

transfer, and innovative services. In this context, understanding customer needs is not only

essential for market success but also for enhancing customer satisfaction and loyalty.

Rosenberg (2016) discusses the transition from basic communication needs to advanced
 14

digital services, emphasizing that the modern consumer expects personalized solutions that

integrate seamlessly into their everyday lives.

Customer Requirements

According to Thompson (2022) in this book, comprehensive study discusses the

role of big data analytics in understanding and catering to customer requirements in the

telecommunications industry. It articulates how telecom providers can leverage consumer

data to identify trends, preferences, and pain points, leading to enhanced service offerings

and customer satisfaction. The work highlights the transformative potential of data-driven

insights in shaping customer-centric strategies.

Research of Harrison (2021) focuses on customer service quality as a pivotal

component of customer requirements in telecommunications. It defines service quality

through dimensions such as reliability, assurance, responsiveness, empathy, and tangibles.

The research underscores the necessity for telecommunications companies to meet these

service quality benchmarks to fulfill customer requirements and remain competitive in a

saturated market.

In this study of Chan (2020) it examines how digital transformation is reshaping

customer requirements in the telecommunications industry. It posits that customers now

demand seamless integration, high-speed connectivity, and innovative solutions that

enhance their lifestyle. The research argues that telecommunications firms need to adapt

their service methodologies to meet these heightened expectations, thereby delivering

personalized experiences.

The findings in a study conducted by Palladan and Ahmad (2019) on the

relationship between service quality and customer satisfaction in the telecom industry.
 15

Their research ascertained that reliability, assurance, and empathy are the important aspects

of creating customer loyalty. Results indicated that satisfied customers are more apt at

loyalty towards their service providers. In addition, as highlighted by the study, meeting

the most elementary customer needs and offering superior quality service can increase

customer satisfaction, resulting in more loyalty and retention in a competitive market. In

other words, meeting these basic requirements shall build a stronger relationship with

customers and consequently lead to better business performance for Globe.

According to Muniandy (2018) research delves into the importance of

comprehending customer expectations and preferences within the telecommunications

sector. It articulates that customer requirements are multidimensional, encompassing

technical performance, pricing, customer service, and value-added services. The study

suggests that telecommunications providers must employ analytical tools to identify and

fulfill diverse customer needs effectively.

Zainal (2016) discusses how organizations in the telecommunications sector focus

on understanding and managing customer experiences to create value. The research

highlights that customer requirements are not just about product features but encompass

overall satisfaction, quality of service, and the emotional connection consumers have with

the brand. The study emphasizes the need for telecommunications companies to integrate

customer feedback into their service offerings to keep pace with evolving market demands.

Research Literature

This chapter compiles related studies about the factors affecting subscribers'

satisfaction with the marketing campaigns of Globe Telecommunication in Lemery,

Batangas. The studies listed below can assist researchers in improving the current research
 16

study. Descriptions and summaries of relevant studies that present additional information

and a more comprehensive topic explanation are also included.

In the telecommunication industry, customer satisfaction needs to be maintained

with effective customer service and quick solutions to problems. According to Vamshi R.

V. (2023), responsive and efficient customer service influences customer perception of

their service provider. When customers encounter problems, their satisfaction is driven by

the velocity at which their issues are resolved. If this time to resolution is slow and the

customer service quality is not up to par, customers will become frustrated and dissatisfied,

thereby finding competitors. In short, good customer service is when you have developed

well-trained support staff responsive to customer concerns. This also includes multiple

channels for customer support so that customers can quickly get the help they need and

efficient resolution processes around customer complaints that may turn a potentially

harmful experience into a positive one.

For instance, Globe Telecommunication in Lemery, Batangas, has to put customer

service first and ensure the prompt resolution of complaints as part of its marketing

strategies. This move would enable them to bring forth better customer loyalty and

satisfaction by making them feel important and appreciated. With this method, this

company will experience improved customer experiences, further enhancing its reputation

and competitive advantage available within the market. Globe Telecommunications is

expected to accrue several specific gains through improved customer service.

Jennifer A. (2022) explored the impact of pricing strategies on the marketing

performance of telecommunication firms in Port Harcourt. This descriptive study utilized

secondary data to review relevant literature on pricing strategies and their effects on
 17

marketing performance. The research highlighted that well-tailored pricing strategies,

which consider customer perception, sensitivity, and organizational goals, positively

influence marketing performance. Specifically, the study found positive relationships

between value-based and cost-based pricing and marketing performance. The conclusion

emphasized that telecommunication firms aiming to enhance their marketing performance

should adopt appropriate pricing strategies, such as value-based and cost-based pricing, to

align with customer expectations and organizational objectives.

Querido (2022) examined the concept of fair pricing in the highly competitive

telecommunications sector. The study acknowledged the prevalence of aggressive

acquisition campaigns and the resulting perception of unfairness among some customers

who receive less favorable offers. The study aimed to balance company profit with overall

customer satisfaction by introducing fairness mechanisms into the bundle offer process.

The study suggested that fair pricing strategies can lead to better customer satisfaction

while maintaining profitability in the telecommunications market.

Aryan Patel et al. (2022) highlighted that promotional activities are critical in the

telecom services industry and India. This research has shown how companies—Airtel,

BSNL, Vodafone Idea (VI), and Jio—use essential promotional strategies to change

consumer behavior and positioning in the market. For instance, Jio's initial promotional

strategy of giving free internet and telecom services for three months especially captured a

large customer base and built its market presence. According to the research, effective

promotions bring new customers and positively improve customer loyalty and brand

perception, which will enhance the market share and competitive advantage of the sector.
 18

Ananaba et al. (2021) examined the influence of corporate reputation on customer

satisfaction in Nigeria's telecommunication industry. Through multiple regression and

correlation analyses, it is established in this research that trustworthiness, social

responsibility, credibility, and reliability positively impact customer satisfaction. Critical

dimensions of corporate reputation enhance customer satisfaction; hence, managers have

to target their reputation strategies at their respective target segments to ensure better

marketing performance outcomes.

Pricing strategies have a strong influence on the satisfaction of customers in the

telecommunication industry. According to Arockiasamy's (2020) study about customer

satisfaction in the Sudan telecom industry, affordability is the primary customer concern.

The necessity of acquiring telecom services has increased with the proliferation of

information and communication technology, causing stiff competition amongst the service

providers. It was shown that a customer often finds himself in a dilemma when deciding

which provider offers a full range of services at an affordable cost. Association rule mining

techniques were applied to the survey data, yielding that Zain Sudan is ahead of its

competitors in customer-oriented services. This means that competitive pricing and a wide

array of services will likely result in higher customer satisfaction. It acts as a pointer toward

Globe Telecommunication to offer competitive pricing plans with value for money.

Transparent pricing and competitive packages help build customer perception and

satisfaction. Thus, it has to be an essential issue in Globe's marketing strategies.

Nainawat and Dr. Sharma, (2020), the various tools of the promotional mix used

by telecom companies to spread awareness about their services and to attract customers are

explored. The research elaborated on how advertising, personal selling, direct marketing,
 19

sales promotions, discounts, public relations, and sponsorship of events meet distinct

customer segments. The authors quoted that the competitive nature of this sector requires

strategic selection of promotional activities; otherwise, any misstep may prove harmful to

the company image and sales.

According to Mikail Kar (2019), innovative pricing strategies are vital in mobile

telecommunications markets due to their unique characteristics. The study categorized

pricing objectives into profit, sales, and status-oriented goals. It discussed how external

and internal factors, such as market competition and regulatory environments, and internal

elements, such as cost structure and business strategy, influence pricing decisions. It

outlines three fundamental pricing strategies: demand-based, which modifies prices by

customer demand and perceived value; cost-based, which bases prices on production costs

plus a markup; and competition-based, which sets prices in reaction to rivals' pricing.

Furthermore, the study looked at two-part pricing, flat rate pricing, discount pricing,

bundling, skim pricing, penetration pricing, cooperative pricing, and other common pricing

strategies. It also looked at subscription types (prepaid and postpaid) and invoicing

methods (calling and receiving party pays).

In the article by Zhumabek et al. (2019), the authors described implementing

marketing tools within the telecommunications industry. Scientists emphasized that today,

these means are just irreplaceable in modern life. This study analyzed how difficult it is for

a telecom company to retain its market position. Thus, there is an acute need for marketing

communications to promote telecommunication technologies. Further, researchers

concluded that even though the specific nature of telecommunication technologies is rooted

in everyday life, further promotion by practical marketing tools is necessary. It is about

 20

understanding consumers' needs and preferences and then implementing fitting marketing

strategies that would ensure better visibility and diffusion of telecommunication services.

A profound study by Vamshi R. V., (2018) an established commentator, revealed

that customer satisfaction is a multi-dimensional concept influenced by various elements.

Service quality is among the factors that take center stage. It embodies aspects of reliability,

responsiveness, and assurance. Customers need reliable services that allow disruptions less

often and suit their communication needs. The satisfaction levels are very responsive to the

speed and efficiency with which the service providers address the problems their customers

face. This assurance significantly impacts customers' confidence and trust in their service

providers. Telecommunications companies should ensure dependable services, quick

solution enablers, and trustworthy services. Any slip on such parameters may trigger

dissatisfaction and customer churning. Vamshi's study emphasized that high and consistent

service quality leads to high customer satisfaction and loyalty. High service quality will

improve customers' experience, thus helping retain the Subscriber Base. Given this, Globe

Telecommunication in Lemery, Batangas, should focus on service quality in their

marketing strategies to achieve high customer satisfaction.

Mario Gjoni (2018) explored various pricing strategies employed by telecom

service providers in Albania, focusing on product differentiation, price, distribution, and

sales promotion as elements of the traditional marketing mix. The study assessed these

strategies from the customers' perspective, evaluating factors such as service benefits,

personalization, customer service quality, brand value, promotional offers, competitive

pricing, and unethical practices. Gjoni's analysis revealed that effective pricing strategies

in telecommunications involve competitive pricing and the enhancement of overall service

 21

quality and customer satisfaction. This approach helps telecom companies they establish

enduring a congested market and win over devoted customers.

The research by Dr. Ansir Launtu in (2016) on the connection between customer

happiness and brand image is a case study in the South Sulawesi region of the

telecommunications industry. It is a quantitative explanatory research study empirically

done to prove that brand image directly and significantly influences customer satisfaction.

The results also demonstrated that brand image has less influence on customer loyalty. The

findings underscored the improving power of brand image on customer satisfaction,

suggesting that while a strong brand image can improve customer satisfaction levels, it

might only translate into customer loyalty with other contributing factors. It, therefore,

calls for telecommunication companies to strengthen their brand image to boost customer

satisfaction.

Saima Majeed and Ahmad Soha (2016) focused on customer satisfaction as a link

between the quality of services, brand image, and customer retention in the

telecommunication sector. In this study, structured questionnaires were administered to

310 mobile users. It used regression analysis and Sobel test techniques to analyze data. The

findings indicated that the link between service quality, brand image, and customer

retention is mediated by customer satisfaction. Besides, the current study found service

quality, brand image, and customer satisfaction to be significant determinants of customer

retention in Pakistan's telecommunication industry. Suppose the telecom companies want

to attain the loyalty of their customers. In that case, they should strive to provide the best

services coupled with a positive brand image to maximize customer satisfaction and,

ultimately, customer retention.

 22

Theoretical Framework

This study applies the Kano Model of Customer Satisfaction to evaluate factors

influencing subscriber satisfaction with Globe Telecommunication’s marketing campaign

in Lemery, Batangas. Created by Dr. Noriaki Kano in 1984, the Kano Model categorizes

customer needs into four types: threshold (or basic) needs, performance needs, excitement

needs, and indifferent attributes. According to Dr. S. Shyam Prasad (2015), these

classifications help businesses understand which features or services are essential for

avoiding dissatisfaction, which directly impact satisfaction levels, and which unexpected

elements can delight customers. Basic needs are the essential features that customers

expect; if these aren’t met, dissatisfaction results. Performance needs have a direct

relationship with satisfaction, where meeting these needs well leads to higher satisfaction.

Excitement needs, on the other hand, are not necessarily expected but bring added

satisfaction when present.

This study uses the Kano Model framework to categorize Globe’s marketing

campaign into these need levels, aiming to assess how effectively they address the

expectations and satisfaction of subscribers in Lemery. By identifying Globe’s strategies

as either basic, performance, or excitement-driven, this study explores which approaches

contribute most significantly to overall customer satisfaction. This model provides a

nuanced understanding of how Globe’s marketing aligns with customer expectations,

ultimately guiding future marketing efforts by highlighting the most impactful elements

for customer engagement.

 23

Conceptual Framework

SUBSCRIBER’S
SATISFACTION
TOWARDS THE
GLOBE
TELECOMMUNICA
TION’S MARKETIG
CAMPAIGN
IN LEMERY,
BATANGAS
Characteristics of
Respondents
 Age
 Sex
 Civil Status
 Highest
Educational
Proposed
Attainment Data Gathering
Recommendation on
 Employment procedure by the use
the Findings based on
Status of Survey
feedbacks of the
 Average Questionnaire
Respondents
Monthly
Income
 Type of
Subscribers
Level of the
satisfaction of the
respondents towards
the Globe
Telecommunication’s
Marketing Campaign
 Customer
Delight
 Customer
Needs; and
 Customer
Requirements

Figure 1. Conceptual Framework of the Study using IPO Model

Figure 1. This conceptual framework illustrates the different parameters

influencing subscribers' satisfaction with Globe Telecommunications' marketing campaign

 24

in Lemery, Batangas. It was conceptualized to begin with the characteristics of the

respondents: age, sex, civil status, employment status, educational attainment, type of

subscriber, and average monthly income. These factors help determine how different

demographic groups perceive Globe's marketing campaigns. It assessed the level of

satisfaction based on how well Globe can meet the basic needs, satisfy unsated needs, and

achieve customer delight among the respondents. Data was gathered through a survey

questionnaire to assess these aspects. The ultimate step was to use the findings to propose

improved marketing campaigns to meet Globe subscribers' needs and expectations.

Understanding customer satisfaction can be effectively analyzed in

telecommunications using the Input-Process-Output (IPO) model. According to

Athanassopoulos and Iliakopoulos (2009), the performance of telecommunications

companies is shaped by various factors such as service provision, value for money, and

relationship management. These factors, or inputs, influence how customers interact with

the service and form their perceptions. Ken Feldman (2024) supported this by noting that

IPO models help map out these interactions and evaluate how they impact overall

satisfaction. Thus, the IPO model is valuable for assessing how service points and customer

interactions contribute to perceived performance and satisfaction in the

telecommunications industry.

Research Paradigm

The researchers’ process followed the Input-Process-Output (I-P-O) model. The

first box represents the inputs which include the profile of the respondents in terms of; age,

sex, civil status, employment status, highest educational attainment, type of subscriber and

average monthly income, together with the assessment on the subscribers’ satisfaction
 25

towards the marketing campaign of Globe Telecommunication in terms of; customer

delight, customer needs, and customer requirements.

The second box is the process that covers the data-gathering procedures used in this

study which consists of assessment on the responses of the customers through survey

questionnaires as well as the analysis and interpretation of data.

Finally, the third box represents the output of the study which is the proposed

recommendations on the findings based on feedbacks of the respondents for development

and to better satisfy Globe Subscribers.

Definition of Terms

Customer Delight. The state of exceeding customer expectations through

exceptional service and product delivery, leading to strong emotional engagement and

loyalty (Kumar et al., 2022). In this study, it focuses on Globe's ability to deliver beyond

what subscribers anticipate, fostering positive emotional responses and advocacy.

Customer Loyalty. Customer loyalty can be defined as "the complex interplay of

cognitions, emotions, and behaviors that drive customers to repeatedly purchase a

particular brand or service" (Närvänen et al., 2020). In this study, it can be defined as the

degree to which subscribers in Lemery, Batangas remain committed to Globe

Telecommunication due to their satisfaction with the company's marketing campaigns.

Customer Need. Fundamental requirements or desires that customers seek to fulfill

through a product or service (Maslow, 1943). In this study, customers needs pertain to

Globe subscribers' expectations for reliable connectivity, cost-efficient plans, and quality

service.
 26

Customer Requirements. Specific attributes, features, or standards that customers

expect from a product or service to meet their needs (ISO, 2021). In this study, these

requirements include network reliability, affordability, and personalized service offerings

for Globe subscribers.

Competitive Landscape. As defined by Okoli (2007), encompasses the dynamic

interplay of organizations within a specific market, influenced by factors like

organizational ecology, resource availability, and environmental pressures. In this study ,

it refers to the analysis of the telecommunications market in Lemery, Batangas, identifying

key competitors of Globe Telecommunication and their respective strengths, weaknesses,

offerings, and market shares.

Globe Telecommunications. A leading telecommunications company in the

Philippines that offers mobile, internet, and related services to customers nationwide. In

this study, Globe Telecommunications represents the service provider under investigation

for customer delight, needs, and requirements.

Marketing Campaign. A series of coordinated marketing activities designed to

achieve certain business objectives, such as enhancing brand awareness and customer

loyalty, leveraging various media channels to effectively interact with subscribers

(Hansika, 2022). In this study, marketing campaigns comprise strategic efforts to promote

Globe's services and achieve business goals.

Marketing Strategies. These strategies aim to attract new subscribers and retain

existing ones in a competitive market (Agrawal, 2021). In this study, Globe markets its

services through pricing, advertisements, and customer engagement efforts.

 27

Service Quality is described as the customer’s evaluation of the dimension of

service performance which reflects their expectations. Gremler, D. D. et al. (2018). In this

study, was perceived as Globe Telecommunications' ability to meet or exceed customer

expectations in reliability, responsiveness, and overall service delivery. It focuses on how

effectively their marketing campaigns address subscriber needs and foster satisfaction in

Lemery, Batangas.

Subscribers. According to Wu et al. (2024), subscription programs significantly

enhance users' content consumption and generation as their perceived commitment

increases. In this study, subscribers refer to individuals currently enrolled in Globe’s

services, such as mobile or internet plans. Their engagement and satisfaction are key factors

for Globe's market success and growth.

 CHAPTER III

RESEARCH METHODOLOGY

This chapter includes research methods, including research design, study

participants, data collection tool, data collection process, statistical analysis of the data,

and ethical considerations. It thoroughly explains all the procedures and methods used to

look into what influences subscribers' happiness with Globe Telecommunication's

marketing initiatives in Lemery, Batangas. Ensuring the validity and reliability of the

research findings is the goal of each section.

Research Design

This study used the descriptive method of research in analyzing and assessing the

gathered data and information regarding the factors that affect subscribers' satisfaction

towards the marketing campaigns of Globe Telecommunication in Lemery, Batangas. The

researchers applied descriptive research since it describes subscriber satisfaction and its

influencing factors. Descriptive method aims to accurately and systematically describe a

population, situation or phenomenon. It can answer what, where, when and how questions,

but not why questions. A descriptive research design can use a wide variety of research

methods to investigate one or more variables. Data for the study were gathered through

surveys distributed to subscribers of Globe Telecommunication services in Lemery,

Batangas. The survey used questions that elicit information about subscriber satisfaction

and perception of marketing campaigns by Globe.

The descriptive method of research is a qualitative approach that aims to collect

data to describe a particular phenomenon, situation, or issue in detail (Creswell, 2015).

 29

A descriptive approach was applied to the study since it gives a thorough overview

of the situation without manipulating variables. The researchers analyzed trends, patterns,

and relationships between marketing campaigns and subscriber satisfaction in the

responses. Through this approach, researchers obtained rich information for understanding

the factors that favor to subscriber satisfaction. The results helped draw conclusions and

recommendations to improve the marketing campaigns of Globe Telecommunication in

Lemery, Batangas.

Respondents of the Study

The study had a quota sample of 150 Globe Telecommunication subscribers from

Lemery, Batangas. It was picked for the sample size using consideration towards an

appropriate number that would yield sufficient information to construct the reasons behind

subscriber satisfaction with Globe's marketing strategies. At least this number was to

ensure that an outcome would represent the subscriber base in Lemery and that it was

worthwhile for information gathering and analysis.

The subjects were funneled through purposive sampling. This implies that there is

a selection criterion, such that participants met the required criteria for selection. During

the survey period, only active Globe subscribers who resided in Lemery, Batangas, were

considered. Respondents were chosen on the basis of age, gender, occupation, and how

long they had used the services offered by Globe.

A wide variety of respondents will allow a generalization regarding how different

groups perceive Globe's marketing strategies and satisfaction with the services offered.

Focus on these critical characteristics, this study aims to identify the most important factors
 30

affecting satisfaction and present recommendations for improvements in Globe's marketing

efforts.

In purposive sampling, researchers rely on their judgment to identify the most

useful participants. This approach is particularly useful in qualitative research, where the

goal is to gain deeper insights into specific phenomena rather than to generalize findings

to a larger population. Purposive sampling allows researchers to focus on individuals who

have particular experiences or perspectives that are essential for understanding the research

topic. Purposive sampling method is used to obtain a particular subset of the population

that is thought to be relevant to the study, ensuring that the data collected will be rich and

informative. Abubakar, S. (2016).

Data Gathering Instrument

A questionnaire is a research instrument that consists of a set of questions prepared

by researchers that aimed to collect information from the respondents. The main instrument

that was utilized in this study is a researchers-made survey questionnaire. The researchers

developed the questionnaire by gathering information from books, online sources, and

other relevant materials related to customer satisfaction. These references were carefully

reviewed to ensure alignment with the study’s objectives. The questionnaire consists of

two (2) parts: the first part contains the profile of the respondents in terms of age, sex, civil

status, highest educational attainment, employment status, average monthly income, and

type of subscriber.

The questionnaire was validated by the adviser, faculty expert, statistician and

industry expert who is a marketing manager for the validation and approval. They assessed

the questionnaire for alignment with the research objectives and provided suggestions for
 31

improvement. The researchers incorporated the feedback to finalize the instrument. After

comments, suggestions and several revisions, the final questionnaire was reproduced and

a dry-run followed. The dry run was conducted in Bauan, Batangas, with 30 respondents

participating and yielded a result of .934 Cronbach's alpha.

The questionnaire was distributed to the subscribers of Globe telecommunication

in Lemery, Batangas. The researchers made the first trial of 30 respondents that was

allowed by the statistician to test if their questionnaires were valid for their study. The

researchers asked permission from every subscriber, 5-10 minutes to answer the survey

questionnaire. The researchers also exerted efforts to explain the content of the

questionnaire and why the study is conducted. The researchers tallied the respondents'

responses to each question, as well as the data that corresponded to the responses. The

result was tested by the statistician and the reliability analysis result of the dry-run was

.934 Cronbach’s alpha indicating that the questionnaire was ready for the actual survey.

The statistician allowed the researchers to start the actual survey for the study.

Table 1. Reliability Analysis Result

Variable Number of Items Cronbach’s Alpha Interpretation

Customer Delight 10 .806 Good
Customer Needs 10 .806 Good
Customer
10 .863 Good
Requirements
Overall .934 Excellent
The reliability results of dry-run questionnaire are accurately reliable based on

Cronbach’s alpha of .934. As shown in Table 1, Customer Delight has a Cronbach’s alpha

of .806, Customer Needs has a Cronbach’s alpha of .806, and Customer Requirments has

a Cronbach’s alpha of .863, with an overall of 30 items. The scoring and interpretation used

for the questionnaire is presented in Table 2.

 32

Table 2. Scoring and Interpretation for the Satisfaction Level of the Respondents

Towards the Globe Telecommunication’s Marketing Campaign

Response Scale Mean Score Interpretation

4 3.50-4.49 Highly Satisfied
3 2.50-3.49 Moderately Satisfied
2 1.50-2.49 Slightly Satisfied
1 1.00-1.49 Not Satisfied

The different questions were evaluated using a Likert scale consisting of a four-

point rating with the (4) as the highest and (1) as the lowest. The scale of the tables used

the following values: highly satisfied (4), moderately satisfied (3), slightly satisfied (2), not

satisfied (1).

Data Gathering Procedure

The information gathered through several proper critical steps in this study was

taken to make the data collected valuable and reliable. The researchers conducted the actual

survey to 150 subscribers of Globe Telecommunications in Lemery, Batangas. The

researchers composed a formal letter for a request to conduct the study, stating its purpose

clearly. Copies were sent to concerned authorities for necessary approbation.

The researchers also visited SM Lemery while gathering data to conduct further

surveys beyond the confines of homes and workplaces. Here, the researchers were highly

exposed to variable personalities and behaviors, ranging from some accepted and open to

answering the survey. In contrast, others seemed not to want anything to do with it. There

were moments when specific individuals seemed less friendly and were a little aloof, not

very responsive, and did not want to participate in the survey; therefore, surveying them

became complicated. However, the researchers kept their patience intact and remained

professional throughout this process.

 33

With the questionnaires printed out, the researchers went to respondents' homes and

workplaces, to administer the surveys. Answering and clarifying issues that were raised

during the study were done. Keeping the respondents' identities confidential in their

responses, the researchers ensured that they were used for academic purposes only.

After the respondents’ survey have been answered, the researchers retrieved the

said questionnaires and the gathered data were compiled. The data were then tabulated and

underwent several statistical processes with the help of a statistician. The said data

determined the frequency of selected items answered by the respondents which then came

up as the factors that affect subscribers' satisfaction. After analyzing the data, the

researchers set up a meeting with their thesis adviser to further validate and approve the

compiled survey questionnaire. During the process, the researchers showed gratitude to all

the respondents for contributing heavily on the said study.

Statistical Treatment of Data

The data gathered through the instrument was treated statistically using various

formulas. Hence, the statistical treatment was necessary to determine the response of the

target respondents. The researchers utilized the following statistical tools in order to

interpret the data of the study effectively:

Frequency and Percentage. This was used to determine the profile of the

respondents in terms of age, sex, civil status, employment status, highest educational

attainment, average monthly income, and type of subscribers.

Mean and Standard Deviation. This was used to determine the satisfaction level

of the respondents towards the Globe Telecommunication’s marketing campaign in terms

of Customer Delight, Customer Needs, and Customer Requirements.

 34

Kruskal-Wallis H-Test. This was used to determine the significant difference in

the satisfaction level towards the Globe Telecommunication’s marketing campaign when

grouped according to age, civil status, highest educational attainment, employment status,

average monthly income, and type of subscriber.

Mann-Whitney U-Test. This was used to determine the significant difference on

the satisfaction level towards the Globe Telecommunication’s marketing campaign when

grouped according to sex.

Ethical Considerations

The researchers maintained a high ethical consideration throughout the research on

"Factors Affecting Subscribers' Satisfaction Towards the Marketing Campaign of Globe

Telecommunication in Lemery, Batangas." The responders gave their informed consent to

accomplish their responses, wherein they were informed about the research objective, the

procedures involved, and their right to withdraw at any time without penalty. Information

provided was kept confidential; the respondents' identities and responses remained private

and were used only for academic purposes. The questionnaire ensured that the

measurement instruments were dignified, not intrusive, and caused no harm or discomfort

to the respondent. The respondents also had the opportunity to contact researchers when

needed.

In addition, the research strictly followed the Data Privacy Act of 2012 (DPA),

where the personal data obtained was treated carefully, stored confidentially, and used only

for the study. The researchers have also ensured personal details are not disclosed or used;

the respondents' privacy has been respected as well during this research process.
 35

This research will be conducted with the guidelines followed by the HEI and thus

shall adhere to the stipulations of pertinent review committees. These committees also

sought necessary permission before undertaking the research. The researchers appreciated

the time and cooperation of the respondents in upholding the high ethical integrity and

credibility of the study while showing respect for the rights and welfare of all participants.
 CHAPTER IV

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter presents the findings on the factors affecting subscribers’ satisfaction

with Globe Telecommunication’s marketing campaign in Lemery, Batangas. Data gathered

from surveys are analyzed to highlight key aspects such as promotions, customer service,

pricing, and network reliability, providing insights into the overall satisfaction of Globe

subscribers.

1. Demographic Profile of the Respondents

1.1 Age

Age has an important role when it comes to the assessment of the subscribers’

satisfaction because of the differences between ages have their different experiences. The

table below shows the frequency and percentage of the respondent in terms of age.

Table 3. Distribution of Respondents by Age

Age Frequency Percent

18 – 25 years old 62 41
26 – 35 years old 58 39
36 – 50 years old 30 20
Total 150 100

The data in Table 3, therefore, depicts the age demographics of the respondents.

The people who responded were between the ages of 18 and 25. Stand at 41 percent of all

the participants, while the closest group is those aged between 26 and 35 years old at 39

percent. Lastly, the category of 36 to 50 years old was the least, with only 20 percent. This

distribution shows that most of the respondents are young adults, and 80 percent of them

are between the ages of 18 and 35 years.

 37

The age distribution of the respondents to the survey provides useful information

about the target audience for Globe Telecommunication's services. The concentration of

respondents in the younger age groups, particularly 18-25 and 26-35, indicates that Globe's

marketing efforts probably appeal more to a younger demographic. These are the age

brackets that are considered more tech-savvy and more likely to sign up for mobile

services, which include data plans, social media packages, and other telecommunication

services. More importantly, these young people are generally more active with digital

platforms, which can influence their reaction to Globe's advertising and promotional

messages in Lemery, Batangas.

This demographic composition brings out key points that Globe

Telecommunication must consider when planning its future marketing strategies. The

brand could center on developing campaigns targeting requirements and preferences of the

younger generation, particularly within the 18-35 age range. This may include making data

plans cheaper, social media packages, and keeping in touch with others using mobile

services. Furthermore, because this age group is highly active on social media, integrating

digital marketing strategies such as influencer collaborations and targeted ads can easily

reach a wider audience within this age demographic.

The high percentage of younger respondents would not be unexpected, since the

studies conducted in different regions pointed out that a higher penetration rate is often

encountered among young adults by mobile telecommunication companies. These

individuals would likely prioritize mobile connectivity for communication, entertainment,

and work. With this age group, Globe could optimize its marketing strategies to fit the

needs of its primary consumer base, therefore ensuring higher satisfaction and engagement.
 38

According to the study of Camus (2015), young people have become a vital and strategic

demography for the companies operating in the telecom sector, especially when the world

is entering the digital age. What was once perceived as an untrustworthy customer base has

been turned on its head by affordable smartphones, social media, and online

communication platforms, with telcos focusing on young consumers as the central theme.

This research, overall, in terms of age ranges, most of whom fall within the 18-35 year

range, reflects an increased role and importance of young adults in shaping future

telecommunication operations. Therefore, companies need to determine how to focus their

services and marketing more on this tech-savvy groups required and desired requirements

and preferences.

1.2 Sex

Sex was considered as a factor to examine how gender differences may influence

the evaluation of the factors affecting the subscribers’ satisfaction. The table below

presents the frequency and percentage distribution of respondents based on gender.

Table 4. Distribution of Respondents by Sex

Sex Frequency Percent

Male 69 46
Female 81 54
Total 150 100
Table 4 shows the gender distribution of the sample; there is a total of 54 percent

females and 46 percent males. The gender distribution seems almost balanced as not much

difference exists in the number of female and male respondents. This will ensure that both

men's and women's viewpoints are mainstreamed by this study, resulting in a more holistic

understanding of the satisfaction level of subscribers with Globe Telecommunication

services in Lemery, Batangas.

 39

The sample consists of almost equal ratios of males to females, allowing the client

to understand better how each gender may perceive the forces influencing their satisfaction

with Globe Telecommunication. A balanced gender distribution is integral to avoiding as

much gender bias in the findings as possible. There is a minute overrepresentation of

females; perhaps the marketing message is more potent for Globe in that locality, so

overrepresentation might not be seen in a starkly different degree; hence, conclusions

derived from it could still be relied on to bring to light instances of common to male and

female people.

Since the sex ratio is balanced, Globe Telecommunication can be sure that its

marketing campaigns target both male and female populations in Lemery, Batangas. This

may lead the company to continue providing products and services appealing to both

genders. However, if Globe discovers specific preferences or concerns of one gender, it

may adapt its campaigns to meet the needs of the other gender. For example, female

respondents generally express more satisfaction with certain parts of the service, such as

customer support or social media. In that case, the Globe can further highlight these for

future campaigns among women while not losing the broader inclusiveness of the

campaign.

A balanced gender representation in the survey would ensure that the results

correctly represent the larger population. According to market research principles, a

gender-diverse sample is required to understand customer segments and their unique

preferences and behaviors. Considering both male and female perspectives, Globe

Telecommunication can improve its strategies to address the needs of all subscribers better

and thus increase overall customer satisfaction.

 40

The firm has also been able to track the increase in women's empowerment at the

leadership. As per Globe's 2023 report on gender diversity, most of these positions are

occupied by females. For example, women lead at the executive level, yet boardrooms in

the Philippine corporate landscape are still predominantly male. To achieve this, a near-

equal distribution of male (46 percent) and female respondents has helped ensure that both

perspectives are fairly represented. Through this balance, one can see how both genders in

Lemery, Batangas, appreciate Globe Telecommunications' marketing strategies.

1.3 Civil Status

To know the respondent’s personal condition, civil status was used in the study.

Civil status indicates whether a person is single, married, and widowed. The table below

shows the frequency and percentage of the respondents in terms of civil status.

Table 5. Distribution of Respondents by Civil Status

Civil Status Frequency Percentage

Single 104 69
Married 39 26
Widowed 4 3
Legally Separated 3 2
Total 150 100

Table 5 shows that the distribution of the respondents in terms of their civil status.

Sixty-nine percent were single, and 26 percent were married, followed by only 3 percent

who were widowed and only 2 percent who were already legally separated. Thus, a

considerable proportion of the subscribers were single while still having a fair share of

subscribers who were married. The sample appears to be more diversified because of even

smaller percentages in respect of widows/widowers and legal separation.

 41

The high number of single respondents is about 69 percent, so these services are

much more common among singles who have never been married or in committed

relationships. Thus, this target demographic will probably be oriented to personal mobile

services, data plans, and packages for social media. They would also have greater exposure

to the digital and social media landscape; hence, Globe would respond more to online

marketing strategies for their brand. On the other hand, 26 percent are married and an

essential part of the customer base that will have varied service needs, such as family plans

or budget-conscious offerings.

Considering that most of the respondents in the survey were single, Globe

Telecommunication should target this specific group. Programs that focus more on

individual-specific benefits, including entertainment, access to social media, and data plans

for an individual, can be more easily marketed to a single group. However, this does not

imply that the firm would ignore married, widowed, or legally separated people. They

might have different product offerings, such as family-oriented plans or services that

correspond to the individual needs of each civil status holder. With this understanding of

the nuances, Globe can create a more inclusive approach that would appeal to diverse

subscribers.

Market research has repeatedly shown that civil status does have an impact on

consumer behavior, particularly when it comes to buying and the choice of products or

services. The single customer is likely to be more interested in personal mobility and

entertainment, whereas married or family-oriented customers will seek cost-effective,

bundled services. This split in preferences means that there is a need to understand

demographics by civil status when creating marketing strategies. Thereby, Globe shall be
 42

able to meet the diversified needs of subscribers and indeed boost customer satisfaction by

meeting various lifestyle choices through these customized offerings. According to

the study by Puciato et al. (2022), civil status significantly influences individuals' quality

of life, with single people experiencing life differently than those who are married. Their

research in Wrocław highlights how marital status affects socioeconomic conditions and

behaviors.

1.4 Highest Educational Attainment

Education is essential for improving a person's capacity to identify and adjust to

pertinent information. As a result, the assessment of procedures is greatly impacted by

educational attainment. Based on their greatest level of education, the respondents'

frequency and percentage distribution are shown in the table below.

Table 6. Distribution of Respondents by Highest Education Attainment

Highest Education
Frequency Percent
Attainment
High School Graduate 63 42
College Graduate 77 51
Masters Graduate 6 4
Doctorate Graduate 3 2
Post-Doctorate Graduate 1 1
Total 150 100
Table 6 outlines the highest educational attainment of the respondents. The

majority, 51 percent, are college graduates, followed by 42 percent who are high school

graduates. A smaller percentage of the respondents have attained a master’s degree (4

percent), while 2 percent hold a doctorate, and 1 percent have completed post-doctorate

studies. This distribution indicates that most subscribers have at least a college education,

suggesting that Globe Telecommunication’s marketing campaign in Lemery, Batangas,

may need to cater to a relatively well-educated audience.

 43

In employees, Abun et al. (2021) found that educational attainment significantly

impacts self-efficacy, as it directly links to the increased level of education and an

individual's self-confidence in the workplace. Their study on Divine Word College

employees in Laoag, Philippines, determines how both the level of education and the

number of years of experience influence a person's self-efficacy.

1.5 Employment Status

The study employed the respondent's work status as a means of assessing their

financial capability. The frequency and proportion of respondents in terms of average

monthly family income are displayed in the table below.

Table 7. Distribution of Respondents by Employment Status

Employment Status Frequency Percentage

Self Employed 70 47
Employed 24 16
Unemployed 55 37
Retired 1 1
Total 150 100
Table 7 shows the respondents' employment status, with 47 percent being self-

employed, 37 percent unemployed, 16 percent employed, and 1 percent retired. Most

respondents are self-employed or unemployed, highlighting a mix of small business

owners, freelancers, and individuals without steady employment.

The high number of self-employed (47 percent) likely means many of Globe's

Lemery, Batangas subscribers rely on small businesses or freelance work to make a living.

This population may seek mobile services with flexible and affordable plans to support

entrepreneurial or freelance work. Lastly, with 37 percent of the unemployed, the target

market's needs must consider that some may not have a stable income; service offerings

should be affordable for those with lower or irregular incomes.

 44

Since there are many self-employed and unemployed respondents, Globe should

offer mobile plans tailored to people with inconsistent income levels. Prepaid or pay-as-

you-go plans may be more appealing to the self-employed or unemployed because they

have more control over spending. Marketing campaigns should also emphasize the value

of mobile services in supporting small businesses and freelancers.

Studies indicate that income level and employment status play a crucial role in

consumer preference. Flexibility and affordability are preferred among self-employed

customers, while the main goal for unemployed people is to spend less money. This way,

Globe will be able to better serve its varied customers and make products available for

everyone in terms of cost.

Research conducted by Ferolino, Duran, and Dy in 2020 suggests employment

status as a parameter of how fit graduates of their respective academe are in the job market.

The tracer study performed shows that many graduated and found employment instantly,

but a lot still remains to be worked on in the job-hunting process.

1.6 Average Monthly Income

Average monthly income is crucial in assessing subscribers' satisfaction with Globe

Telecommunication's marketing campaigns. Individuals with varying income levels may

have different spending habits and expectations regarding services. The table below

presents respondents' frequency and percentage distribution based on their average

monthly income.
 45

Table 8. Distribution of Respondents by Average Monthly Income

Average Monthly Income Frequency Percentage

Below ₱10,000 67 45
₱10,001 – ₱25,000 53 35
₱25,001 – ₱40,000 26 17
₱40, 001 – and ABOVE 4 3
Total 150 100
Table 8 shows the respondents' distribution according to their average monthly

income. The majority, or 45 percent, earn below ₱10,000, followed by 35 percent who earn

between ₱10,001 and ₱25,000. A smaller portion, or 17 percent, earn between ₱25,001 and

₱40,000, while only 3 percent earn above ₱40,000. This shows that most respondents have

lower to moderate income levels.

Based on the data, affordability is primarily related to the extent to which Globe

subscribers are satisfied with their services. Since most respondents earn below ₱25,000

per month, Globe's marketing strategies and service plans should center on providing

affordable services for this income group. Discounts, flexible payment options, and various

prepaid plans might most interest subscribers.

Given the income level, Globe should tailor its options to fit customers earning

lower to a moderate-income scale. Budgeted plans or payments could enhance satisfaction

levels; more subscribers will be attracted this way.

Studies have shown that low-income consumers are more concerned with

affordability in service offerings. By aligning its marketing campaign with its customers'

financial capabilities, Globe can enhance satisfaction and customer retention among those

with lower to moderate monthly incomes.

Research by Hussein et al. (2023) highlights employment status and the summary

question to collect data on earnings, and academies found that while detailed inquiries have
 46

accurate results, summary questions can still provide valuable insights, especially in large-

scale surveys.

1.7 Type of Subscriber

The type of subscriber is an essential factor in evaluating satisfaction with Globe

Telecommunication's marketing campaigns. Different subscription types, such as prepaid,

postpaid, and broadband, can influence how customers perceive and respond to marketing

efforts. The table below shows respondents' frequency and percentage distribution based

on their subscription type.

Table 9. Distribution of Respondents by Type of Subscriber

Type of Subscriber Frequency Percentage

Prepaid 67 45
Postpaid 64 43
Broadband 19 12
Total 150 100
Table 9 shows the distribution of respondents by their type of subscription. The

largest group, 45 percent, are prepaid subscribers, followed by 43 percent who are postpaid

subscribers. A smaller group of 12 percent are broadband users. This indicates that most

Globe subscribers in Lemery, Batangas, prefer prepaid or postpaid mobile services, with

broadband users being a minority.

In that regard, with 88 percent of prepaid and postpaid subscribers, the implication

is that mobile services are far more popular than broadband services. This means both the

plans are utilized similarly, with prepaid being used more. Therefore, the strategies to

market should emphasize the merits of both the prepaid and postpaid options, but keep in

mind that the much smaller broadband group still counts as crucial.

Since prepaid and postpaid services are predominant, Globe must focus on

providing flexible, affordable plans for these subscribers. Prepaid users may be attracted
 47

to promotions or value-added services such as data bonuses. Bundled services, family

plans, or loyalty rewards could be valuable for postpaid subscribers. Even though there are

fewer broadband users, Globe must still focus on this market by offering competitive

broadband packages.

The findings show that the subscription also affects customer satisfaction because

different subscribers have different service expectations. Hence, Globe could fine-tune its

offerings and marketing campaign to focus on the majority while still being competitive

with broadband customers.

According to the research report of Balita (2024), which comes out by December

31, 2023, the total mobile subscribers for Globe Telecom stand at 57 million. Most of these

holds prepaid subscriptions, with 54.5 million, indicating consumers prefer prepaid plans.

Historically, Globe Telecom and PLDT dominated the mobile network segment in the

Philippines. In 2021, DITO Telecommunications came about, changing this scenario. In its

marketing strategy, Globe needs to understand its subscribers to know the proper type of

advertising that must be applied to cater to the needs and preferences of its primary target

prepaid customers.
 48

2. Satisfaction level of the respondents towards Globe Telecommunications’

marketing campaign in terms of:

2.1 Customer Delight

Table 10. Satisfaction Level of the Respondents Towards the Globe

Telecommunication Marketing Campaign in Terms of Customer Delight

Standard
As a customer I can say that… MEAN Interpretation
Deviation
Globe’s promotional offers are
3.31 .545 Moderately
tailored to meet my needs and
Satisfied
preferences.
The customer service provided by
3.30 .576 Moderately
Globe consistently exceeds my
Satisfied
expectations.
Globe’s advertising effectively
3.38 .631 Moderately
communicates the benefits of their
Satisfied
services.
I feel valued as a customer due to
3.30 .632 Moderately
Globe’s engagement and
Satisfied
communication strategies.
Globe’s reward programs and
3.34 .577 Moderately
incentives are effective in enhancing
Satisfied
my satisfaction.
The quality of Globe’s services has a
3.23 .604 Moderately
positive impact on my overall
Satisfied
satisfaction.
Globe’s response to customer 3.13 .671 Moderately
feedback is timely and effective. Satisfied
The variety of Globe’s service plans
3.27 .609 Moderately
and packages meets my personal and
Satisfied
family needs.
Globe’s efforts in service innovation 3.28 .581 Moderately
contribute to my overall satisfaction. Satisfied
The ease of access to Globe’s services 3.33 .629 Moderately
and support channels is satisfactory. Satisfied
Moderately
Composite Mean 3.29 .361
Satisfied
Table 10 shows customer satisfaction with the marketing campaign for Globe

Telecommunication. The average composite mean was 3.29, with a moderate overall

satisfaction level on the part of the customers. This score shows that customers are
 49

optimistic about Globe Telecommunications' promotional offers, services, advertisements,

engagement activities, and reward offerings. This score, though, still revealed areas where

more improvement is needed, especially regarding the response towards customer

feedback at 3.13.

In Table 10, the standard deviation values vary between 0.545 and 0.671. A more

conservative value of standard deviation is 0.545 for promotions where people are

responding in terms of satisfaction for that component of the service. Conversely, the

comparatively higher standard deviation suggests that there is a wider range in the degree

of satisfaction among feedback answers, suggesting that a smaller percentage of consumers

are satisfied than others. This variation identifies areas where Globe's service consistency

should be strengthened.

The mean scores show that most customers are only moderately satisfied with

Globe's various offerings, but there is still an inconsistency in some areas. In terms of

support for promotional offers, for example, the mean is slightly higher at 3.31, while the

response to complaints is at 3.13. Hence, it can be understood that Globe's marketing

campaigns and customer services are widely acceptable, but the service for complaints and

feedback is underwhelming. As reported above, a positive standard deviation from the

mean further brings out the possibility that some customers do not feel happy with some

dimensions of the service.

The results also indicate that Globe Telecommunication needs to work on the

aspects where the satisfaction score is inconsistent, such as handling customer feedback.

Variation in the satisfaction levels, specifically concerning the response provided regarding

customer feedback, is the primary challenge. Enhancing the response time could contribute
 50

to this open feedback process and guarantee that each client feels appreciated and happy.

Customer loyalty will rise as a result, and overall satisfaction will improve.

The study by Abd-Elrahman Hassanein in 2022 on telecommunications service

quality during the COVID-19 pandemic can be directly related to the satisfaction level of

Globe Telecommunications' marketing campaign, especially regarding customer delight.

The study discuss reliability, privacy, security, and convenience are all factors that highly

influence CS and CL, especially during times of crisis. Seen in their campaign, Globe's

efforts to focus on these aspects probably enhanced customer delight by responding to the

ever-increasing need for secure, reliable, and convenient services during the pandemic

times.

The findings speak well for the research study by Shahzad et al. (2021) while

researching into factors determining customer loyalty in the telecommunication industry

of Pakistan. The authors highlighted the fact that customer satisfaction, service quality, and

perceived value are critical variables nurturing customer loyalty. While all such efforts by

Globe towards improving the satisfaction of customers contribute toward developing

customer loyalty, constant improvement in service quality and response to feedback will

be required to keep the customers loyal and enhance performance.

 51

2.2 Customer Needs

Table 11. Satisfaction Level of the Respondents Towards the Globe

Telecommunication Marketing Campaign in Terms of Customer Needs

Standard
As a customer I can say that… MEAN Interpretation
Deviation
Globe offers solutions that address Moderately
3.01 .675
needs I did not explicitly express. Satisfied
The services provided by Globe adapt
Moderately
to changes in my communication 3.03 .655
Satisfied
needs over time.
Globe anticipates and resolves
Moderately
potential issues before they become 2.91 .675
Satisfied
problems for me.
The customization options provided
Moderately
by Globe meet my unique 3.05 .663
Satisfied
preferences.
Globe’s product and service
Moderately
enhancements are aligned with my 3.13 .702
Satisfied
expectations.
The company provides innovative
Moderately
solutions that address my unspoken 3.13 .726
Satisfied
needs.
Globe’s services offer features that I
Moderately
did not initially consider but find 3.21 .630
Satisfied
valuable.
Globe’s services offer features that I
Moderately
did not initially consider but find 3.24 .610
Satisfied
valuable.
Globe’s proactive approach in
Moderately
customer service meets my evolving 3.17 .607
Satisfied
needs.
Globe provides relevant updates and
Moderately
improvements based on customer 3.16 .649
Satisfied
feedback.
Moderately
Composite Mean 3.10 .410
Satisfied
Table 11 represents respondents' perceptions toward Globe Telecommunication's

effort for unspoken needs. The composite mean score of 3.10 implies that customers are

modestly satisfied by Globe's efforts to keep up with customers' evolving communications

needs and can predict issues that might arise. Although customers know that Globe offers
 52

essential features and personalization options that fit their changing needs, there is still

much room for improvement, especially in preventing problems from happening before

they do, as indicated by the lower score of 2.91.

The standard deviation values vary from 0.610 to 0.726, thus indicating differences

in the levels of satisfaction among the respondents. The greater the standard deviation, such

as 0.726 for innovative solutions for unsaid needs, the greater the spread of opinions,

meaning that some customers are much more satisfied than others with that aspect of

Globe's services. It presents more consistent satisfaction as the lower standard deviation is

recorded, for example, 0.610 on valuable features; people's opinions are pretty much the

same regarding the usability of Globe's services.

Mean scores imply that Globe could deliver well-unspoken needs, and this

company scored particularly well on offering useful features (mean 3.24) and even on

proactive customer care measures (mean 3.17). Yet, in terms of anticipating and addressing

problems that could arise (mean 2.91), Globe still has some difficulty because the

satisfaction rating is relatively low in these service aspects. The variability in the responses,

as reflected in the standard deviations, shows that some customers experience Globe's

services more positively than others, particularly with innovative solutions and anticipating

problems.

While Globe has done well on most aspects of customer needs, the lower score in

anticipating and solving potential problems would be an area for improvement. Globe

should strengthen its proactive customer service further and ensure it can solve issues

before they become problems. Improving this aspect will help Globe raise overall customer

satisfaction and position it firmly as an attentive company to customers' spoken and

 53

unspoken needs. Continuous improvements in infrastructure, such as advanced 5G

technologies, will better ensure Globe's capability to address future challenges and offer

customers a more seamless service.

From Kanupriya Goyal and Arpan Kumar Kar (2019), one can ascertain the

significance of addressing customer needs in the telecommunication industry regarding the

satisfaction levels of respondents regarding the marketing campaign of Globe

Telecommunications. Results from the study show that among the several factors affecting

customer satisfaction, there are three: network quality, service interaction quality, and

customer support. These are most likely to address the needs of Globe's customers, which

are reliable service, effective communication, and timely support. All these are the

fundamental factors in satisfying customers and will be very vital for the success of any

telecommunication company. The congruence of customers' needs with Globe's marketing

strategies creates more solid customer relationships and loyalty.

This can be supported by research from Breschi (2023) on the of awareness and

fulfillment of different needs of a customer. According to Breschi, companies must orient

to the customers and needs for relevance and innovation instead of orienting to market

trends and competitors. The business will have improved customer satisfaction, higher

retention rates, and increased brand loyalty if it pays attention to unexpressed customer

needs. Through this practice, ultimately satisfied customers are highly likely to share their

experiences with friends and other family members, contributing to growth and expansive

reach within communities.

 54

2.3 Customer Requirements

Table 12. Satisfaction Level of the Respondents Towards the Globe

Telecommunication Marketing Campaign in Terms of Customer Requirements

Standard
As a customer I can say that… MEAN Interpretation
Deviation
Globe’s network coverage meets my
Moderately
basic communication needs 3.30 .632
Satisfied
effectively.
The pricing of Globe’s services is Moderately
3.29 .617
reasonable and competitive. Satisfied
Globe’s customer support resolves Moderately
3.25 .634
issues efficiently and effectively. Satisfied
The clarity and transparency of
Moderately
Globe’s billing process meet my 3.25 .558
Satisfied
expectations.
Globe’s service quality meets the
Moderately
standards I expect from a 3.28 .625
Satisfied
telecommunication provider.
The availability of Globe’s services in Moderately
3.20 .655
my area meets my requirements. Satisfied
Globe’s website and mobile app are Moderately
3.33 .587
user-friendly and meet my needs. Satisfied
The speed and reliability of Globe’s
Moderately
internet service meet my basic 3.23 .660
Satisfied
expectations.
The range of services offered by
Moderately
Globe meets the fundamental needs of 3.23 .581
Satisfied
a telecommunication subscriber.
The initial setup and activation
Moderately
process for Globe’s services is 3.25 .741
Satisfied
straightforward and satisfactory.
Moderately
Composite Mean 3.26 .373
Satisfied
Table 12 shows the respondents' satisfaction with how well Globe

Telecommunication meets their basic customer requirements. The satisfaction level is

moderately positive, with a composite mean score of 3.26. Key areas like network coverage

(3.30), reasonable pricing (3.29), and efficient customer support (3.25) are seen as

satisfactory by respondents. The ease of use of Globe's website and mobile app features is
 55

still outstanding, with a higher mean of 3.33, which means that these features satisfy

customer needs and satisfy customer needs. In general, Globe can support the minimum

communication needs of its customers but can still be better in some respects.

The standard deviation values between 0.558 and 0.741, thus suggesting some

degree of variation among respondents regarding their satisfaction level. Clarity of billing,

with a standard deviation value of 0.558, would have less variability in the direction of

satisfaction with respect to customers being satisfied with Globe's billing procedure.

Conversely, suppose the standard deviation of the process of setting and activating is much

higher at 0.741. In that case, it indicates the range of experience is more extensive, where

some customers are likely to find this process more challenging than others, showing

possible areas of improvement.

Scores mean that Globe generally delivers concerning simple customer needs, with

significant services like network, pricing, and customer care recording more than 3.20

scores. Although a score of 3.20 is low on service availability in some places, this would

indicate that even though most are satisfied, more should be done to cover specific regions

of the services. The higher score for the website and mobile app reflects that customers

appreciate the easy access and user-friendly features.

While Globe is covering some of the needs of its customer base, many areas for

growth are still shown. The fact that service availability scored slightly low at 3.20 will

show where increased coverage may serve to support customers' wants further. The setup

and activation process received a relatively large standard deviation for improvement to

provide ease of service with fewer hassles consistently. Thus, Globe is on the right

trajectory in meeting such basic customer needs. Still, more significant efforts in areas of
 56

regional services availability and activations process streamlining would help provide

better satisfaction results.

Telecommunications service quality has been established to determine customer

satisfaction and loyalty during a challenging time. (Abd-Elrahman, 2022). According to

the study, reliability, privacy, security, and convenience are the outcome dimensions that

affect customer satisfaction and loyalty. The consistent availability of service might be a

significant determinant of Globe's customer satisfaction because users would have a basis

for trust that is met with the critical requirement- the network's reliability and the

convenience that the service affords. It has been shown that if communication services are

available quickly, it fosters customer trust and loyalty, much like in the study's criteria-

availability as well.

In conformity with this are the findings in a study conducted by Palladan and

Ahmad (2019) on the relationship between service quality and customer satisfaction in the

telecom industry. Their research ascertained that reliability, assurance, and empathy are

the important aspects of creating customer loyalty. Results indicated that satisfied

customers are more apt at loyalty towards their service providers. In addition, as

highlighted by the study, meeting the most elementary customer needs and offering

superior quality service can increase customer satisfaction, resulting in more loyalty and

retention in a competitive market. In other words, meeting these basic requirements shall

build a stronger relationship with customers and consequently lead to better business

performance for Globe.

 57

3. Significant Differences between the Profile of the Respondents and Customer

Satisfaction

Table 13. Differences on the Satisfaction Level Towards Globe Telecommunications

Marketing Campaign when grouped according to Age

Customer Chi-Square Decision on

p-value Interpretation
Satisfaction Value Ho
Customer Failed to
1.556 .459 Not Significant
Delight Reject
Customer Failed to
.634 .728 Not Significant
Need Reject
Customer Failed to
.624 .732 Not Significant
Requirements Reject
Table 13 is the outcome of the Kruskal-Wallis test for investigating whether or not

the marketing strategy for Globe Telecommunications is significant by age group in terms

of the differences in customer satisfaction. Categories under satisfaction were: "Customer

Delight," "Customer Needs," and "Customer Requirements," with their p-values showing

values of 0.459, 0.728, and 0.732, respectively. Since p-values are more than 0.05, then the

null hypothesis (Ho) is rejected. This implies no statistically significant difference in

customer satisfaction based on age.

The analysis shows that age does not affect customers' satisfaction with the services

of Globe. P-values show that all the satisfaction levels are constant with all ages; this proves

that Globe's marketing campaigns appeal to customers, irrespective of their age. There is

no significant variance in the three categories about satisfaction of the customers, such as

customer delight, unspoken needs, and basic requirements; thus, the theory that Globe’s

approach works equally for all age groups becomes strong.

The lack of significant differences in satisfaction levels across age groups shows

that Globe's inclusive and well-rounded marketing campaign have been successful. Globe's
 58

services meet the needs of customers of all ages, from younger to older generations,

without showing any age group as more or less satisfied. This balance suggests that Globe

has successfully created a service and marketing approach that resonates with a diverse

demographic, ensuring customer satisfaction. This could help Globe build long-term

loyalty and maintain strong customer relationships.

Studies such as that of Manyanga, Makanyeza, and Miranda (2022) emphasize the

importance of customer satisfaction in developing loyalty, and age may also affect how

such satisfaction results in loyalty. For the marketing policy of Globe, further analysis

conducted through the Kruskal-Wallis Test indicates that the variation of customer

satisfaction when divided into ages is not significant enough, implying that the efforts of

Globe are equally inducing strong effects across the divisions of age. Although the banking

sector study indicated that age did serve as an effect modifier of the relationship between

satisfaction and loyalty, the fact that the case of Globe suggests their marketing campaigns

attain uniform degrees of satisfaction across all facets, meaning they do appeal more

broadly and effectively.

Table 14. Differences on the Satisfaction Level Towards Globe Telecommunications

Marketing Campaign when grouped according to Sex

Customer Decision on
U - Statistic p-value Interpretation
Satisfaction Ho
Customer Failed to
2781.500 .961 Not Significant
Delight Reject
Customer Failed to
2647.000 .576 Not Significant
Need Reject
Customer Failed to
2427.000 .163 Not Significant
Requirements Reject

Table 14 shows the results of the Mann-Whitney test examining the difference in

customer satisfaction with Globe's marketing campaign regarding the respondents' sex. It
 59

can be inferred that the U-statistics calculated for the "Customer Delight," "Customer

Needs," and "Customer Requirements" satisfaction variables at 2781.500, p = 0.961;

2647.000, p = 0.576; and 2427.000, p = 0.163 respectively. Since none of the values of p

<0.05 was obtained, there is no rejection of the null hypothesis. This means there is no

significant difference in satisfaction levels between the male and female respondents.

The analysis shows that sex does not significantly affect Globe's customer

satisfaction with its services. The p-values show that male and female respondents are

equally satisfied with Globe's marketing efforts across all three satisfaction categories. This

implies that both sexes perceive Globe's marketing campaigns and services similarly, with

no significant difference in how they experience customer satisfaction, unmet needs, or

essential requirements.

The lack of significant differences in satisfaction levels between male and female

respondents points to the inclusive nature of Globe's marketing campaigns. Globe can cater

effectively to both male and female customers so that their marketing campaigns and

services resonate equally across genders. This balance is a strength for Globe, as it suggests

that their offerings are universally appealing, fostering a broad customer base and

improving customer loyalty. The fact that the company satisfies both male and female

subscribers reveals that its services and marketing approaches are adaptable to diverse

customer needs and expectations, further reinforcing Globe's effectiveness in meeting

market demands.

Globe's marketing campaigns appear to be well-rounded since no difference needed

to be highlighted because the significant differences between customers regarding gender

were not there. Here, the approach followed by the company works equally well for both
 60

genders in terms of meeting the needs and expectations that have yet to present any clue of

bias or unequal treatment in customer satisfaction.

Mansoora (2017) study on the impact of differences in gender on customer

satisfaction in the education sector attributed that gender could influence how customers

experience services and thereby their levels of satisfaction, since men are also differing

from women in response to services often. Regarding the marketing campaigns of Globe,

as shown in Table 14, results of the Mann-Whitney Test found that there is no significance

in differences of satisfaction level among the respondents, for both males and females. This

means that, unlike Mansoora's study, gender has no bearing on the perception of customer

perception of services from Globe. Globe appears to achieve the same level of satisfaction

for the female clientele as it does for the male client with its marketing campaigns.

Table 15. Differences on the Satisfaction Level Towards Globe Telecommunications

Marketing Campaign when grouped according to their Civil Status

Customer Chi-Square Decision on

p-value Interpretation
Satisfaction Value Ho
Customer Failed to
1.518 .678 Not Significant
Delight Reject
Customer Failed to
1.484 .686 Not Significant
Need Reject
Customer Failed to
3.622 .305 Not Significant
Requirements Reject
In the following Table, 15 is reflected in the outcome from the Kruskal-Wallis test:

comparison of means for all civil statuses using a p-value; the respective tests were run

under the hypotheses with tested variables including "Customer Delight, Customer Needs"

and "Meet Basic Customer Requirement" p values of.678,.686, and 0.305, respectively. All

the p-values are more significant than the threshold 0.05. Thus, differences in sa tisfaction
 61

across civil status groups are statistically insignificant, meaning that the effect of civil

status on customer satisfaction is negligible.

The results indicated that civil status does not affect the customer's satisfaction with

Globe's marketing campaigns. The p-values of the results suggest no significant differences

in the perception of customer delight, unmet needs, or essential service requirements

among the different civil status groups. Therefore, Globe's services may be similar in

fulfilling customer needs, whether customers are single, married, or have other civil

statuses.

Such a situation focuses on the fact that, despite differences in civil status, Globe's

marketing campaigns and services are inclusive and capable of adjusting themselves

according to a wide variety of customer profiles since their satisfaction is relatively

homogeneous about being single, married, or holding another civil status. This would mean

that Globe's way of dealing with customer satisfaction is robust and dynamic, which in turn

means addressing the different needs of its diverse customer base in a non-favoritism

manner. These findings are, therefore, significant to the company as they imply that efforts

to delight the customers and their needs are widely practical, thus having a strong and broad

customer base.

As in the case of Hernandez et al. (2017) on research regarding the satisfaction of

internet services provided by leading telecommunications companies in the Philippines,

this study revealed that such services offered by Globe Telecom are more satisfying than

those offered by its nearest competitor, PLDT. However, from Table 15, checking on the

customer's satisfaction level of Globe by civil status through the Kruskal-Wallis Test,

significant differences have yet to be shown. Again, for all categories, p-values for
 62

achieving 'customer delight and meeting basic requirements' are more important than .05,

which suggests that the civil status of the client does not play a role in satisfying the clients

about the marketing of Globe. This indicates that Globe has done an excellent job taking

care of its customers' needs as other civil status groups have been similarly satisfied, such

as the overall performance of its competitors in different studies.

Table 16. Differences on the Satisfaction Level Towards Globe Telecommunications

Marketing Campaign when grouped according to Highest Educational Attainment

Customer Chi-Square Decision on

p-value Interpretation
Satisfaction Value Ho
Customer Failed to
2.786 .594 Not Significant
Delight Reject
Customer Failed to
5.768 .217 Not Significant
Need Reject
Customer Failed to
2.640 .620 Not Significant
Requirements Reject
Table 16 applies the Kruskal-Wallis test to whether there is at least one possible

difference in overall customer satisfaction level with the approach of Globe about a

respondent's maximum educational attainment: "Customer Delight," "Customer Needs,"

"Customer Requirements." A p-value exists for each in the amounts of 0.594, 0.217, and

0.620; all values are more significant than a threshold of.05. There are no statistical

differences in customer satisfaction levels across different educational attainment groups.

If the null hypothesis could not be rejected for all categories, then education does

not play a significant role in customer satisfaction with Globe's marketing campaigns.

Respondents with basic or advanced education are seen to have a similar level of

satisfaction with Globe's services, regardless of educational background. This means that

Globe's marketing campaigns are effective for customers with various academic

backgrounds.
 63

The outcome of this research indicates that Globe's marketing is diversified and

flexible; it caters to all segments of customers without regard to education level. Thus, this

shows that Globe successfully campaigns to satisfy the mass market's needs. In this regard,

the company's efforts in achieving customer delight, satisfying unspoken needs, and

fulfilling essential needs are generalized; therefore, its services have appeal to numerous

customers with different educational qualifications. Such an all-inclusive approach is

crucial in sustaining customer loyalty across different segments and improving the brand's

overall reach and effectiveness. A study by Aspa, Estacio, and Gabriel in 2022 on the

client satisfaction of support offices at the University of Baguio revealed that good quality

customer service helps increase stakeholders' satisfaction and loyalty. The study portrayed

how variability in experiences of support services had created variability in the degrees of

overall satisfaction and presented a call for consistency in service quality. Table 16 above

also depicts no significant difference in the level of customer satisfaction with Globe's

marketing strategy grouped by educational attainment. This once again marks the fact that,

just like the University of Baguio, Globe fulfills the needs of its diverse customers,

regardless of their academic backgrounds. Indeed, in the results, a perfect description of

Globe's services is seen across all educational levels, which means there remains a

commitment to serving the company's satisfaction throughout every customer engagement.

 64

Table 17. Differences on the Satisfaction Level Towards Globe Telecommunications

Marketing Campaign when grouped according to Employment

Customer Chi-Square Decision on

p-value Interpretation
Satisfaction Value Ho
Customer Failed to
4.369 .224 Not Significant
Delight Reject
Customer Failed to
3.863 .277 Not Significant
Need Reject
Customer Failed to
2.374 .499 Not Significant
Requirements Reject
Table 17 shows the Kruskal-Wallis Test of customer satisfaction regarding whether

or not they are employed regarding marketing campaigns by Globe The variables surveyed

for satisfaction included "Customer Delight”, "Customer Needs, " and "Customer

Requirements. " The respective p-values of the variables stand at 0.224, 0.277, and 0.499,

each more incredible than 0.05. This suggests no statistically significant differences in

customer satisfaction among the different employment status groups.

The results indicate a "Failed to Reject" decision for all categories, meaning that

employment status does not meaningfully affect customers' satisfaction with Globe's

services and marketing campaigns. Under either employment status, the satisfaction of the

respondents with Globe remains almost at the same level. This indicates that employment

status is not a huge influence on customers' perception of Globe's marketing efforts.

The bottom line is that Globe has effective marketing campaigns at play across all

customer groups regardless of their employment status. This strongly reflects the brand's

ability to convey quality services with its marketing campaign to everyone, making a

targeted impact and even interaction at every level. The uniformity in customer satisfaction

among the groups also ensures that Globe does an inclusive job catering to all customers

regardless of their working status. This broad appeal is essential for Globe because it
 65

ensures that the company maintains a solid and loyal customer base across all demographic

groups, thereby making its marketing efforts more effective.

In the case of Ibojo in 2015, a solid connection between customer satisfaction and

customer retention in a bank was found. It noticed that high customer satisfaction has

significantly enabled customer loyalty, which, in turn, means that satisfied customers are

likelier to remain with the service. In this connection, Globe supports harmonized

marketing campaigns to serve consumers' different needs across diverse employment

statuses. In doing so, the corporation may better aggregate the satisfaction of its customers,

which has happened in the case of banking.

Table 18. Differences on the Satisfaction Level Towards Globe Telecommunications

Marketing Campaign when grouped according to Average Monthly Income

Customer Chi-Square Decision on

p-value Interpretation
Satisfaction Value Ho
Customer Failed to
.624 Not Significant
Delight 1.758 Reject
Customer Failed to
3.970 .265 Not Significant
Needs Reject
Customer Failed to
.743 .863 Not Significant
Requirements Reject
Table 18 shows the results of the Kruskal-Wallis test, which was used to examine

if there is any significant difference in customer satisfaction with Globe’s marketing

campaigns based on respondents’ average monthly income. The satisfaction variables

assessed were "Customer Delight," "Customer Needs," and "Customer Requirements." The

p-values for these variables were 0.624, 0.265, and 0.863, all greater than the 0.05

significance threshold. This suggests that income does not greatly influence customer

satisfaction with Globe's marketing efforts.

 66

The "Failed to Reject" decision for all categories suggests that customer satisfaction

with Globe's marketing campaigns remains consistent across different income levels.

Whether respondents belong to low, middle, or high-income brackets, their satisfaction

with Globe's services and marketing campaigns is not statistically different. This implies

that the company's strategies are effective for various income groups.

The results show that Globe's marketing campaigns are designed to appeal to

customers in all income groups, thus fulfilling the needs and expectations of a wide

demographic. This is one of the key strengths of Globe's approach, ensuring that the

company's marketing campaigns are inclusive and accessible. Irrespective of the income

level, customers perceive Globe's efforts toward customer delight, satisfaction of unspoken

needs, and fulfillment of basic requirements as similar. Globe can maintain widespread

customer satisfaction and build a loyal, diverse customer base by catering to various

income segments. This strategic inclusiveness highlights the company's ability to deliver

consistent, high-quality service across a broad spectrum of its clients.

The outcomes presented in Table 18 corroborate the conclusions drawn by Prakash

Pahari, Deepa Guleria, and Ranbir Singh (2017), who highlighted the importance of

customer happiness in the success of telecommunications services. As indicated in their

work, it was perceived that the service quality issue was something management should

address to satisfy customers, particularly across demographics and income levels. Also, it

was observed that though there exists a linkage between demographic attributes and

satisfaction levels, "overall satisfaction was surprisingly consistent among different

income groups." This fits well within the findings of the Kruskal-Wallis Test in the study
 67

above, which established that no differences were reported in the customer satisfaction

levels towards Globe's marketing campaigns through income.

Such a conclusion that Globe effectively meets the needs of diverse customers can

support the thought that effective marketing campaigns aim for universality and ensure all

customers, whatever financial status they hold, experience more or less similar satisfaction

from the service rendered. The results also indicate that quality service with consistent

customer satisfaction may result in different competitive advantages and loyalties among

all customer groups in telecommunication services.

Table 19. Differences on the Satisfaction Level Towards Globe Telecommunications

Marketing Campaign when grouped according to Type of Subscriber

Customer Chi-Square Decision on

p-value Interpretation
Satisfaction Value Ho
Customer Failed to
.153 .926 Not Significant
Delight Reject
Customer Failed to
1.508 . 471 Not Significant
Needs Reject
Customer Failed to
1.725 .422 Not Significant
Requirements Reject
Table 19 presents the results of the Kruskal-Wallis test, examining whether there

are significant differences in customer satisfaction with Globe’s marketing campaigns

based on the type of subscriber. The satisfaction variables tested were "Customer Delight,"

"Customer Needs," and "Customer Requirements." The p-values for these variables were

0.926, 0.471, and 0.422, respectively, exceeding the 0.05 significance threshold. This

indicates that the type of subscription (prepaid, postpaid, etc.) does not significantly affect

customer satisfaction.

The "Failed to Reject" decision across all categories suggests no significant

difference in how prepaid, postpaid, or other subscribers perceive Globe's services and
 68

marketing campaigns. Satisfaction levels are consistent regardless of the subscription type,

implying that Globe's marketing and service delivery are uniformly effective for all

subscriber types.

The findings demonstrate that Globe’s marketing campaigns are inclusive and

effectively cater to all types of subscribers. Whether customers use prepaid or postpaid

services, their satisfaction levels remain consistent, reflecting the company's ability to meet

the needs of different customer segments. This consistency in satisfaction across subscriber

types highlights Globe’s successful approach in ensuring that all customers feel equally

valued regardless of how they engage with the service.

The company's focus on universal service excellence strengthens brand loyalty and

retention across a diverse customer base. Such inclusive marketing campaigns are crucial

for long-term customer satisfaction, ensuring no group is overlooked. This approach also

aligns with broader industry trends, where telecom providers who meet diverse customer

needs tend to build more sustainable relationships with their users. Table 19 shows no

significant difference in customer satisfaction with Globe's marketing campaigns based on

the type of subscriber; all the customers, whether prepaid or postpaid, experience similar

satisfaction levels. This is in accord with the findings by [Link] (2020), which

reported high scores on satisfaction from Globe subscribers on improvement in their

network. A survey of 1,200 respondents said that customers have complimented Globe's

stability and consistency in its mobile and broadband services. The positive feedback

gathered from diverse demographics across urban areas in the Philippines indicates that

Globe's network infrastructure enhancement has resonated well with various kinds of

subscribers. This constancy in customer satisfaction across the multiple groups validates
 69

that Globe's attempts to serve a broad spectrum of consumers are convincing enough,

demonstrating that their marketing initiatives effectively satisfy the demands of their

heterogeneous subscriber base.

4. Proposed Recommendations

Some recommendations have been developed based on researchers' studies of

factors influencing the attitude of subscribers toward satisfaction with Globe

Telecommunication's marketing campaigns in Lemery, Batangas. This study will benefit

Globe's management and marketing team by helping them understand customers'

requirements and preferences. Thus, the problems surfacing from this research will be dealt

with, and Globe marketing campaigns and service quality will be enhanced for higher

subscriber satisfaction rates in that area. Recommendations given here shall become a

guide to progress toward strengthening a bond with customers and ensuring the same is

met at every stage.

 Table 20. Proposed Recommendation on the Findings based on Feedbacks of the Respondents

Proposed Person Expected

Variables Findings Objectives
Recommendation Involved Outcomes
Personalize
-Mean promotional offers to
Satisfaction: better address
3.28 customer
- Customers are preferences, improve
satisfied with customer service
Enhance Marketing Higher customer
Achieve promotional through enhanced
customer Team, satisfaction and
Customer offers, training programs,
experience and Customer increased
Delight customer update advertising
loyalty. Service Team loyalty to Globe.
service, strategies to maintain
advertising, relevance, introduce
engagement, loyalty programs,
and reward and leverage social
programs. media for
engagement.
Establish regular
- Mean feedback
Satisfaction: mechanisms to Better alignment
3.10 gather insights, Product of services with
Satisfy Address
- Customers are monitor customer Development customer
Unstated unexpressed
satisfied with behavior and trends Team, expectations,
Customer customer
the adaptation for proactive Marketing leading to
Needs needs.
of services and decision-making, Team increased
proactive issue create personalized satisfaction.
resolution. service plans tailored
to customer profiles,
 and develop a
customer advisory
panel to guide
improvements
Maintain reliable
network coverage to
- Mean
ensure consistent
Satisfaction:
connectivity, offer
3.26
competitive and Consistent
- Customers are
Ensure transparent pricing, service quality,
Meet Basic satisfied with Operations,
fundamental enhance customer leading to
Customer network Customer
customer needs support availability, higher customer
Requirements coverage, Support
are met. provide clear and satisfaction
pricing,
accessible billing ratings.
customer
information, and
support, and
invest in self-service
billing clarity.
tools to empower
customers.
 72

CHAPTER V

SUMMARY OF FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS

This chapter provides a summary of the study's objectives and methodology. It

presents the findings related to the objectives and the statement of the problem.

Additionally, the conclusions drawn from these findings are discussed, along with

recommendations based on the conclusions and findings.

Summary

The study focused on demographic profiles and looked at subscribers' attitudes

toward Globe Telecommunication's market approach in the municipality of Lemery,

Batangas.

1. The respondents were primarily young, with 41% aged 18–25 years and 39% aged

26–35. Regarding gender, 54% were female, while males accounted for 46%. Most

respondents were single (69%), with 51 percent holding college degrees. Their

employment conditions mirrored 47% self-employed, 16% employed, and 37%

unemployed. The majority have an average monthly income below ₱10,000 or 45

percent of the respondents, and 35 percent have an average income of ₱10,001–

₱25,000. The subscription types followed nearly an even split among the answers:

45 percent prepaid, 43 percent postpaid, and 12 percent broadband services.

2. The satisfaction level of the respondents was measured using a composite mean,

which revealed that they were "moderately satisfied" in general. The composite

mean scores for Globe's marketing campaigns were 3.29 for customer delight, 3.10

for addressing customer needs, and 3.26 for meeting customer requirements.

Respondents reported higher satisfaction levels with network coverage, pricing,

 73

and customer support. Contrarily, some areas exhibited moderate satisfaction

concerning the company's effort to fulfill silent needs and service adjustments

according to new demands. Such results indicate that, although Globe does its job

well in core service areas, it has areas to improve.

3. Significant differences were analysed to identify differences in satisfaction levels

across different demographic groups. Statistical testing revealed no significant

differences in satisfaction levels based on age, gender, civil status, educational

attainment, employment status, or income. All p-values were above 0.05, which

implied that Globe's marketing campaigns similarly reached the targeted audience

for each demographic segment. Uniform response from the target groups

underscores the uniform impact of Globe's strategies but draws attention to

segments where improvement would be necessary for the fulfillment of diverse

customer needs.

4. Recommendations for Improvement in Customer Satisfaction and Loyalty Many

recommendations were advanced to improve the findings. Among them include

personalizing promotion offers and enhancing customer service training to interact

better with the customers, thus responding effectively. The advertisements need

updating to correspond with the present customer's expectations and preferences.

To meet the silent needs, proactive measures would involve putting in regular

feedback mechanisms, monitoring trends, and forming a customer advisory panel.

Other critical strategies would include improvements in network reliability,

transparent pricing, and improvement in the availability of customer support in

order to meet and exceed their requirements.