iJournals: International Journal of Social Relevance & Concern (IJSRC)

ISSN-2347-9698
Volume 10 Issue 5 May 2022

The Relationship of Customer Satisfaction

To Globe’s Financial Performance During
The Pandemic in Quezon City, Philippines
Author: Dennis A Sandoval , PhD, DBM, CMC, CPA
ASEAN Chartered Professional Accountant, Manila, Philippines.
Corresponding Author: [email protected]
DOI: 10.26821/IJSRC.10.5.2022.100501

ABSTRACT This study aims to establish the relationship of

For customer-centered companies, customer customer satisfaction to financial performance of
satisfaction is both a goal and an essential factor in Globe in Quezon City for the year 2020 to 2021.
company success. Companies that achieve high Being in the service industry, customer relations is of
customer satisfaction ratings make sure that their utmost importance. This should imply that favorable
target market knows it. These companies realize responses are strong indicators of product patronage.
that highly satisfied customers produce several Thereby, satisfactory effect is expected on a
benefits for the company. They are less price company’s profitability.In establishing this
sensitive and they remain customers for a longer relationship, the researches formulated a
period. They buy additional products over time as questionnaire where the following are expected to be
the company introduces related products or answered.
improvements.In the Philippines, many network 1. What is the type of subscription and how long are
providers are catering these demands. Along with the respondents subscribed to Globe?
these, they try to give the utmost service that they 2. What is the overall satisfaction rate of the
can for their subscribers. Subscriptions to these respondents for their current Globe subscription? As
providers are their lifeblood. Being in the service to communication (Voice/Text) services? As to Data
industry, customer satisfaction plays a huge role in Services? As to Customer Service?
keeping their clients 3. What are the service revenue trends for Globe
Keywords:customer-centered, network, provider, from the years 2020 to 2021?
subscriber
SIGNIFICANCE OF THE STUDY
BACKGROUND This study will help the cellular network providers to
Competition among the network providers have been determine the effects of satisfying customer needs to
very strong right now. They all have been claiming the company’s service revenue. Data to be gathered
that they are the top provider. Globe would indicate whether the customer’s satisfaction in
Telecommunications, Inc. is the country’s provider terms of call/text, data and customer services were
of the largest 4G network. Their core services are achieved during 2020-2021. Identifying which part
mobile voice and SMS services. It holds the prepaid should be improved and what are to be retained
brands such as Globe Prepaid (targeted for towards a favorable result. Service revenue trends for
mainstream market) and TM (for value-conscious the inclusive year will show how the profitability
market). It also offers mobile data which allows relates to the customer satisfaction. Whether prepaid
subscribers for internet usage. or postpaid, voice/ SMS, or data gives higher service
Globe shall be the subject for this research. As revenue. Projections can be made based on this study
identified as the leading network provider, it will be of the past performances of the three networks.
just to have their customers’ satisfaction assessed
versus their profitability in terms of service revenue.
RESEARCH OBJECTIVES
STATEMENT OF THE PROBLEM

Dennis A Sandoval, Volume 10 Issue 4, pp 1-4, May 2022

 iJournals: International Journal of Social Relevance & Concern (IJSRC)
ISSN-2347-9698
Volume 10 Issue 5 May 2022

The researcher aim to achieve the following customer satisfaction based the services that Globe
objectives. caters. A trend analysis was used for the service
1. To measure customers’ satisfaction revenue levels. Data were gathered, tabulated and
to cellular network services of interpreted, accordingly.
Globe Telecommunications, Inc.
2. To identify the trend of Globe
service revenues for the year 2020-
2021.
3. To establish the relationship
between customer satisfaction and
service revenue trend of the
identified leading network
provider.

OPERATIONAL FRAMEWORK
INPUT PROCESS OUTPUT
4.
I. Length and type of
subscription of
respondents:

a. Postpaid or prepaid

b. 1 to 3 yrs.; 4 to 6 yrs.
And Above 6 yrs.

Assessment by Level of customers’

II. Customer satisfaction
satisfaction
rates: Globe subscribers
a. Overall Satisfaction to Globe’s Financial
Performance
b. Communication
service

c. Data Service

d. Customer Service

Figure 1. This describes the relation to be established between Customer Satisfaction as contributing factor to
Service Revenue levels. Each variable will be measured SOURCES,
separately andGATHERING.
an association will
AND be established,
STATISTICAL
accordingly.
TREATMENT OF DATA
RESEARCH DESIGN This study includes network subscribers in Metro
The researcher used the Qualitative Descriptive Manila, aged from 21 to 40 years old. Convenience
Design for this case study. The independent and Sampling is done by the researcher. Published
dependent variables identified are Customer Financial Statements were downloaded from the
Satisfaction and Service Revenue Levels, respective websites of the defined network provider,
respectively. Questionnaires were used to assess Globe Telecommunications, Inc. Customer

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 iJournals: International Journal of Social Relevance & Concern (IJSRC)
ISSN-2347-9698
Volume 10 Issue 5 May 2022

satisfaction will be measured by rates from a transferred to other networks. It should be taken into
questionnaire. The target respondents shall rate the consideration that majority of the Globe subscribers
network provider on its overall service. The continuously subscribed for more than 6 years.
following criterion are scored on Communication With the increasing need of the society to be online
(call/text), Data services, and Customer service. most of the time, customer satisfaction towards
FINDINGS Globe’s data services imply a direct relationship with
The researcher has the following findings based on their constantly increasing service revenues for the
the above data gathered. years 2020 to 2021. Thus, it is recommended that the
1. What is the type of subscription and how long are network provider should pay more attention on
the respondents subscribed to Globe Customer Satisfaction. Once this is achieved, strike
Telecommunications, Inc. ? then for retention strategies. Benchmarking will not
Majority of the respondents have prepaid be harmful.
subscriptions, regardless of the network provider. As this study proves that Globe Telecommunications,
Most of them have been subscribed respectively, for Inc. leads on data and customer service, they may
above 6 years. consider enhancing their technology for broadcasting
faster and more stable data services. Training and
2. What is the overall satisfaction rate of the standardization for handling customer concerns is
respondents for their current network subscription? applicable.
As to communication (Voice/Text) services? As to Pricing may also be revisited. It should be more
Data Services? As to Customer Service? reasonable on the value of the services that are being
Respondents are fairly satisfied for Globe services. rendered, especially for postpaid plans. Units tied
Data services for all network providers have low with these plans may also be updated to at least have
scores. Globe subscribers have been rated 40% for the same level with Smart. This may increase the
Fair and Meet Expectations. competition and may attract more subscribers.
Globe is rated fairly by most of their subscribers in REFERENCES
terms of customer services. • Globe Telecom, Inc. Retrieved from:
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CONCLUSION AND RECOMMENDATION
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© 2020, iJournals All Rights Reserved www.ijournals.in

 iJournals: International Journal of Social Relevance & Concern (IJSRC)
ISSN-2347-9698
Volume 10 Issue 5 May 2022

satisfaction-models/83-effect-of-customer- revenues-regains-business-
satisfaction-on- momentum.html#gref
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