Business Case Analysis

1. QUALITY OF SERVICE OF THE EMPLOYEES IN JRS EXPRESS BALAYAN; IT’S
IMPLICATION TO CUSTOMER SATISFACTION
A Thesis Proposal to be Presented to
Mr. Renato B. Dela Cruz
Thesis Adviser
By:
De Mesa, Mary Grace v.
Galang, Christina
Garcia, Jaymielene B.
Lumbre, Jommel Z.
Rodriguez, Janna Mae A.

2. CHAPTER I
1.0 INTRODUCTION
For almost 60 years, JRS Express has been synonymous with on-time delivery. With over
400 branches nationwide covering over 29,000 barangays, or more than 90 percent of the
nation’s population, the leading express delivery service company has more than lived up to its
classic roadrunner logo by putting a premium on customer trust that has become the hallmark of
its success.
Under the leadership of the late Dr. Jaime L. Claparols, JRS Express thrived during the
1960s when Claparols infused fresh capital and acquired new assets like the C-45 cargo plane
that greatly enhanced the company’s operations. Flying at least three times a week, the said
cargo plane was a big reason why the company was able to fulfill its promise of on-time delivery
to a growing number of impressed customers.
Since taking over the helm of JRS Express in 1975 when his father passed away,
Antonio M. Claparols, now the company’s president and chief executive officer (CEO) was able
to steer the company to greater heights, thanks in large part to his eagerness at a very young
age to see how his old man operated the business, as well as his drive to learn the
accompanying tricks of the trade.
The younger Claparols’ on-the-job training and frequent travels has also enhanced his
knowledge of geography, which was particularly helpful in the way he manages JRS Express.
Aside from the personal touch and service that the company became known for, JRS over the
years developed the largest fleet of trucks, vans, motorcycles and bicycles to make sure that no
matter where clients want their parcels delivered, JRS Express has the means to get them to
their intended recipients.
“Our reliability, speed, land fleet and our experienced and well-trained couriers are our
strengths,” Claparols said in a recent interview.
It also helped that Claparols consider people as his company’s biggest assets so it’s
almost 3,000 workforces are treated as family members, not just employees. “Their training also
never stops while skills are continuously updated. We are [even] sending some of our people to
schools for their education,” added the indefatigable CEO.
But as much as the tried and tested policies of JRS Express have worked wonders for
the company’s operations, the company has also wisely kept up with the changing times.

3. Claparols knows only too well that recent advances in technology can only enhance the way
they do business.
“We have a 24/7 365 days a year customer service that is accessible to customers via
their smartphones, our official website and through our official Facebook page. We have
invested in our tracking so our customers can easily monitor what they’re sending or receiving.
We have text notifications and we continue to computerize many of our processes so we can
give our customers the best possible experience,” Claparols shared.
“We have also upped the ante to better service our people who rely on us for delivery
and we are open even on Sundays and holidays.” In terms of trends and challenges that JRS
Express have faced and weathered in recent years, the rapidly growing e-commerce market is
something that the company has been keenly watching.
“We’ve invested in more technology to streamline our processes while further enhancing
our infrastructure with additional stations, additional delivery vehicles and additional
employees,” noted JRS Express administrative officer John Paul “JP” Claparols. The alarming
proliferation of “colorum” courier companies has also given legitimate players like JRS Express
some cause for concern.
“These colorum companies have been lowering price to get market share but have failed
to live up to their commitments. While this will likely worsen the quality of service that we
promise as an industry, it certainly will not stop us from fulfilling our commitments to our clients,
our boss. For us, customer satisfaction is the most important thing. We rely on our customers’
feedback on how to make the JRS experience a better one and where to open new stations as
well.”
Now that JRS Express is less than a year from reaching another monumental milestone
as it gears up to celebrate its 60th anniversary in 2020, the company has big plans and
expansions in the pipeline starting with opening 25 to 30 more stations. But even as the
company continues to flourish under the best circumstances, it has also shone the brightest in
times of calamities by servicing communities affected by destructive earthquakes and killer
typhoons.
“That’s our corporate social responsibility. For us it is more important to service and help our
people rather than focus on bottom line profits alone, “Claparols’ concluded.

4. 1.1 BACKGROUND OF THE STUDY
Courier service serves as a messenger of every family who is far from each
other. Its main task is to send important items like money, documents, and other goods.
Thus, it is important that the company meet the demand of the customers, especially on
the quality of service. Customers are the heart of the business. They are the foundation,
the key element for success and the end user of the product/service. Their loyalty to the
business brings feedback to the provider and leaves a positive impact especially if the
company fulfills their demand and need.
According to Asong (2012), customer satisfaction is a business term that measures how
the company meets or surpass a customer’s expectation from the products or services
they supplied. It is a performance indicator within the business, and many studies show
that it provides marketers and business owners a metric [indicator] which can be used to
manage and improve businesses.
Some studies show that a very satisfied customer is nearly six times more likely to be
loyal and to repurchase and/or recommend a product than to a customer who is just
satisfied. Moreover, the significant increase in loyalty can increase more or less half of
the companys profit. Interestingly, a satisfied customer can tell five other people about
the good treatment they experience (Cacioppo, 2000).
For many years, the use of technology became a tool for faster and easier
service from one place to another. Express or courier services simplify and speed up the
process of transporting goods. People are saved from hassles of traveling too far. This
industry brings a big impact on the global economy. It also helps in the facilitation of
trade and ensuring the company’s best possible access to the market. This study will
provide insights into the customers and employees of a courier services company.

5. 1.2 STATEMENT OF THE PROBLEM
This study aims to develop and formulate an innovative marketing strategy for
JRS Express Balayan and to determine the level of satisfaction of the customer
regarding the quality service rendered by JRS Express in Balayan Batangas.
1.2.1 Marketing Aspect
1.2.1.1 Who is the target market of the business?
1.2.1.2 What are the things that will make your business ahead from the
competitors?
1.2.1.3 Where is the location of the business?
1.2.1.4 What are the marketing strategies needed to be implemented in the
business?
1.2.2 Product Aspect
1.2.2.1 How can you satisfy your customers on your service?
1.2.2.2 What is the level of satisfaction of the customers of JRS Express in terms
of:
1.2.2.2.1 Facilities
1.2.2.2.2 Staff behavior and skills
1.2.2.2.3 System and process of service and delivery
1.2.3 Operational Aspect
1.2.3.1 What are the weaknesses of the management
1.2.3.2 What are the strengths in operational aspect
1.2.3.3 What process should be implemented to improve quality service in JRS
Express Balayan

6. 1.3 STATEMENT OF OBJECTIVES
General Objectives: To develop and formulate an innovative marketing strategy
for JRS Express Balayan in relation to the needs of the target market in this pandemic
times.
1.2.2 To identify the target market of the business.
1.2.3 To establish to target location of the business.
1.2.4 To project the expected market share among competitors within six months.
1.2.5 To formulate and develop various marketing strategies needed to be
implemented in the business.
1.4 SIGNIFICANCE OF THE STUDY
The study entitled "Quality Service of the employees of JRS Express at Balayan,
Batangas: Its implication to Customer Satisfaction" will be of benefit to the following:
Government
The government will increase its income in form of taxes and other fees produced from the
business.
Customer
The customers will benefit from this because they have the opportunity to experience the good
service of JRS Express.
Community
The community will benefit this study because it will serve as basis for those who are interested
to know how the business industry functions and what are the things to consider if they have a
plan to build a business during the pandemic.
Proponents
The proponents will be able to apply the knowledge obtained on their personal experience in
doing research and will deepen the knowledge about the study. The proponents will also benefit
the good values among each other which developed during the process of this study.

7. Future Researchers
The future researchers will benefit from this study because this can serve as their reference
which can help them provide the basic information or first step for deep and thorough research
projects and can also be a great source of related materials or further studies.
STI College Balayan
STI College Balayan will also benefit to this study because this study may serve as the proof of
evidence of the good performance of the school by providing good quality of education enough
to complete a study.
1.5 SCOPE AND DELIMITATION
The study focuses on the Quality services of employee in JRS Express Balayan. The
researchers will gather data through questionnaires and will have respondents from JRS
Express Balayan. The study aims to provide and improve excellent service level, understands
the needs for exceeding customer satisfaction and how it will affect the customer and business.
The main reason behind the research is to enhance service quality of JRS Express employees
for providing good service and achieve the customers satisfaction.
1.6 DEFINITION OF TERMS
Advertising
- the activity or profession of producing advertisements for commercial products or
services
Behavior
- the way in which one acts or conducts oneself, especially toward others.
Business
- a person's regular occupation, profession, or trade.
Customer
- a person or organization that buys goods or services from a store or business.
Courier Service

8. - a service that allows someone to send a parcel or consignment from one location to
another. They can be booked and paid for online.
Customer Satisfaction
- defined as a measurement that determines how happy customers are with a company's
products, services, and capabilities.
Community
- a group of people living in the same place or having a particular characteristic in
common.
Economy
- the wealth and resources of a country or region, especially in terms of the production
and consumption of goods and services.
Expectation
- a strong belief that something will happen or be the case in the future.
Effects
- a change which is a result or consequence of an action or other cause.
Feedback
- information about reactions to a product, a person's performance of a task, etc. which is
used as a basis for improvement.
Frequency
- the rate at which something occurs or is repeated over a particular period of time or in a
given sample.
Financial
- fiscal, monetary, pecuniary refer to matters concerned with money.
Government
- the governing body of a nation, state, or community.
Impact
- the action of one object coming forcibly into contact with another.
Implement
- put (a decision, plan, agreement, etc.) into effect.
Opportunity
- a set of circumstances that makes it possible to do something.
Patronage
- the support given by a patron.
Process

9. - a series of actions or steps taken in order to achieve a particular end.
Proponents
- a person who advocates a theory, proposal, or project.
Quality
- the standard of something as measured against other things of a similar kind; the degree
of excellence of something.
Rendered
- to give or exchange, as by way of return or requital to render blow for blow.
Socio-demographic
- characteristics of a population. Generally, characteristics such as age, gender, ethnicity,
education level, income, type of client, years of experience, location, etc.
System
- a set of things working together as parts of a mechanism or an interconnecting network.
Technology
- the application of scientific knowledge for practical purposes, especially in industry.
Machinery and equipment developed from the application of scientific knowledge.
Chapter II

10. Review of Related Literature
FOREIGN LITERATURE
The Effects of Service Quality on Customer Satisfaction and Loyalty in a Logistics
Company
Angeline Sutrisno, Erna Andajani, Fitri Novika Widjaja 2017
Logistics companies should maintain their service quality maintenance to thrive in the business
competition. The well-maintained service quality of logistics companies helps boost the
customers' commitment to using the products and/or services of those companies in the long
term. This customers' commitment may impact on the expansion of the market share of the
products and/or services of a company. Companies with superior services can boost their
corporate financial performance.
The concept of service quality has been developed in a wide variety of sectors including
logistics. In value chain management, logistics is divided into two areas: inbound and outbound.
The inbound logistics covers activities related to input collection, storage, material handling,
inventory control, transport scheduling and return to suppliers. Meanwhile, outbound logistics
covers activities related to finished product collection, storage, and its distribution to buyers,
material handling, delivery fleet, ordering process and scheduling.
Service quality in logistics is the key component of marketing to boost customer satisfaction.
The wide coverage of logistics companies is an interesting scope to review. The aim of the
study is to measure the service quality of a logistics company to improve customer satisfaction
and loyalty.
The contribution of this study is the generalization of the variables in service quality of a logistics
company. The attribute of the service quality of logistics services in this study is based on the
five dimensions of service quality: Information Quality, Ordering Procedures, Timeliness, Order
Condition and Order Discrepancy Handling on customer satisfaction and loyalty. The impacts of
logistics in strategic management correlate positively with customer satisfaction and service
quality is a crucial factor in defining customers' decision making to achieve satisfaction.
Operational and relational performances in providing logistics-related services correlate
positively with customer satisfaction. Logistics service quality correlates positively with customer

11. satisfaction. Based on the evidence, the hypothesis is: logistics service quality impacts on
customer satisfaction. Customer satisfaction is measured to ensure that customers continuously
purchase, increasingly purchase, and continuously recommend the service providers based on
the service quality of the service providers. Logistics plays an important role in achieving
customer loyalty to a service provider. Logistics service quality impacts positively on customer
loyalty and relates to market share through customer satisfaction and loyalty. Based on these
supporting statements, thus, the hypothesis is written as: logistics service quality impacts on
customer loyalty.
Customer satisfaction and customer loyalty correlate positively and this means the more
satisfied a customer is with a service provider, the more loyal a customer is to that service.
However, two critical boundaries interfere with the correlation between customer satisfaction
and customer loyalty. When customer satisfaction reaches a certain level, customer loyalty will
significantly increase. However, when customer satisfaction decreases to a certain level,
customer loyalty will also significantly decrease. Customer satisfaction towards a service
provider impacts positively on customer loyalty. Thus, the hypothesis is written as: customer
satisfaction impacts on customer loyalty.
The Impact of Service Quality and Customer Satisfaction on Reuse Intention in Urban
Rail Transit in Tianjin, China
Yuning Wang, Zhe Zhang, Mengyuan Zhu, Hexian Wang 2020 January 7
Service Quality, Customer Satisfaction, and Reuse Intention in Public Transportation
Service quality is the provision of service that can meet the expectations of customers (Reeves
& Bednar, 1994). Parasuraman et al. (1988) had defined service quality as “function of
difference between service expected and customer’s perceptions of the actual service
delivered.” Several researchers have pointed out that service quality leads to customer
satisfaction (de Oña & de Oña, 2015; dell’Olio et al., 2010). Service quality is perceived as an
overall quality of travel behavior according to passenger’s viewpoint. Therefore, many
researchers pay attention to evaluate the service quality of public transport and explore which
aspects of the service are preferred by the passengers. de Oña et al. (2016) proposed that the
quality of service was a key element to attract people to use public transport. Nathanail (2008)
proposes a multicriteria evaluation framework for measuring the quality of service for
passengers on Hellenic railways. Cavana et al. (2007) extended the SERVQUAL instrument to

12. assess the quality of passenger rail services in Wellington, New Zealand by adding three more
dimensions of comfort, connectivity, and convenience. A stated preference test to measure the
service quality of public transport can be found in Eboli and Mazzulla (2008). Geetika and
Shefali (2010) emphasized that availability of transit service, service monitoring, travel time,
safety and security, and maintenance and construction activity on passenger trips are important
dimensions of railway service quality. de Oña et al. (2015) stated that service quality is a
measure of safety, cleanliness, comfort, information, and personnel. Machado-León et al. (2017)
accentuated the role of availability, accessibility, information, time, comfort, and safety in service
quality. Isikli et al. (2017) found waiting time, crowdedness in cars, and fare as important
dimensions of rail transit service quality.
Customer satisfaction is the overall emotional response of customers to a perceived difference
between prior expectations and perceived performance after consumption (Oliver, 1980).
Customer satisfaction depends on the quality of the service provided (Anderson & Sullivan,
1993). Del Castillo and Benitez (2013) found time satisfaction, comfort, accessibility,
connectivity, and information as important factors of customer satisfaction. It is important to
identify which factors of service quality have the important effect on customer satisfaction. A
study by Shen et al. (2016) showed that safety and security were the most important factors that
influence the passengers to use the urban rail transit in Suzhou. Canming and Jianjun (2011)
studied the mediating role of customer satisfaction between service quality and customer
loyalty, and the results showed that service quality had a direct effect on customer satisfaction
and an indirect effect on customer loyalty for Nanjing–Shanghai high-speed rail. There is a
notable relationship between service quality and customer satisfaction, and it affects the
passengers to use the urban rail transit (Celik et al., 2014; Diana, 2012; Yilmaz & Ari, 2017). In
this article, functional service quality, technical service quality, comfort and cleanness, and
service planning and reliability are used as indicators of service quality because when
passengers use the urban rail transit, these factors may be well distinguished.
In the past few years, reuse intention has received much attention from researchers, and it is
widely used in models related to customer loyalty. De Oña et al. (2015) pointed that positive
customer satisfaction are directly related to customer reuse intention. Jen et al. (2011)
examined the relationship among service quality, satisfaction, perceived value, and passenger
reuse intention. The results showed that customer satisfaction is the bridge between service
quality and passenger reuse intention, meanwhile perceived value is the most important

13. predictor of passenger reuse intention. Yilmaz and Ari (2017) tested the relationships among
service quality, image, satisfaction, complaints, and passenger reuse intention, and the results
found significant effect of service quality and corporate image on customer satisfaction, which
lead to the loyalty of passengers. J. S. Chou and Kim (2009) in their study found that service
quality had a positive impact on customer satisfaction, and it had a significant impact on future
reuse intentions. Shen et al. (2016) concluded that service quality is an important factor to
enhance passenger reuse intention. Passenger reuse intention is influenced by service quality
(Canming & Jianjun, 2011; J. S. Chou & Kim 2009).
Local Literature
Changing the way business is done
Sarreal, Emiliana R. 2008
Whether or not the economic rules are applicable to the new economy, e-commerce is
affecting the conduct of business. An evidence is the changing cost structure of firms as
discussed by the Organization for Economic Co-operation and Development (OECD 1998a).
This involves the following: the cost of executing the sale; the procurement of production inputs;
and the manufacture and delivery of the product.
Cost reduction via e-commerce, when compared with a traditional bricks-and-mortar
store, covers first the physical establishment. It is true that starting a website can cost a lot.
However, it is more expensive to maintain a physical store compared with a virtual store that is
open 24 hours a day, seven days a week, and can be accessed by anybody, anywhere.
Moreover, e-commerce also has few variable costs so that it can scale up to meet demand. By
maintaining one virtual store, instead of several physical stores, duplicate inventory costs and
other fixed costs are eliminated.
Second, order placement costs are also lessened when operating under a clicks-and-
bricks model. E-commerce merchants can transfer some of the transaction costs to the
customer by placing the necessary information about a product online. For example, after a
prospective customer searches for the product (together with its specifications) that he wants

14. and compares prices with other brands, he is now more likely to buy when he comes to the
physical store. The efficiency of the sales process is thus increased. With the pure virtual store,
costs are also minimized since advertising can be cheaper and more focused on a target
market. Merchants can also easily track orders, receipts, and delivery.
Third, apart from transaction costs, firms are also able to transfer customer support
online to give customers access to14databases or manuals directly, thereby significantly cutting
after sales service costs and improving the quality of service.
Finally, the need for employees may decline as firms turn to e-commerce, as evidenced
by the experiences of US companies such as Amazon.com, Federal Express, CISCO, and
General Electric. Nevertheless, the skills required from employees may be higher.
The cost reduction in the procurement of production inputs means lesser need for high-
volume inventory. The faster an input can be ordered and delivered, the less the need for a
large inventory. For instance, through orders from its website, Amazon.com need not stock up
on books and videos. They merely order straight from the publishers and ship them to
customers as soon as they receive the orders. More importantly, e-commerce gives firms the
ability to forecast demand more accurately. Consumers who customize their orders or select
from different choices give merchants valuable information about their preferences, thereby
improving the merchants’ ability to forecast demand. Merchants can now attune their product
lines with the preferences of their customers. The costs of distributing a product are significantly
reduced for digital products such as e-books, software, and audio CDs. Since these products
can be downloaded into the customer’s computer without incurring shipping costs, these are the
sectors that have migrated to e-commerce early on.
The US Department of Commerce (1998), in describing how firms can benefit from e-
commerce, also utilizes the concept behind the changing cost structure of firms. Apart from
having lower purchasing costs, reduced inventory, efficient customer service, lower sales and
marketing costs, e-commerce was found to give new sales opportunities. Today, businesses on
the web can reach new markets that they could not previously reach effectively through its sales
force or advertising campaigns. Since e-commerce provides no bounds in terms of time, space,
and distance, firms are thus able to expand their target markets. In fact, the study reveals that
companies using the internet to sell their products are attracting new customers, as in the case
of Dell Computers where almost 80 percent of the consumers who purchased from their website

15. have never purchased from the company before. On the side of consumers, e-commerce is
affecting business through consumer empowerment. The US Department of Commerce (1998)
notes that with e-commerce, there is an increase in customer choice and convenience, more
complete information, lower prices, and better customization. With various websites to choose
from, consumers are not anymore limited to the physical stores near their homes or offices.
They can shop even in stores from different countries. For instance, with most newspapers
going online, readers can now access information from newspapers around the world.
The number one reason cited by consumers for making an online purchase is
convenience. Indeed, shopping on the internet can save time. In traditional commerce, a
consumer would go to stores to look for an item he is interested in and then compare the prices
from different stores. With the internet, this whole exercise can be done in minutes. Through
search portals and shopping agents, consumers can easily compare prices of products from
different merchants. Consumers also obtain better and more complete information by shopping
on the web. For instance, pertinent information when buying a car (such as the make and
model, performance, accessories, financing and insurance options) are now made available
through websites of car dealers, thus serving as a one stop-shop for consumers to lessen the
time and ease their decision-making.
Some internet retailers offer discounts despite the infancy stage of e-commerce. One
reason for this could be the decline in the firms’ cost structure when selling over the web.
Another source of price discount is the stiff price competition on the internet because of the
transparency brought by search engines and shopping agents. According to the US Department
of Commerce (1998) study, should retailing continue to grow on the internet, the nature of
competition and favorable economics in the internet could translate into lower prices for the
average consumer. Finally, e-commerce offers increased customization. Several businesses
over the web, particularly the media businesses, already offer this to consumers. Readers may
select the type of news they want delivered via e-mail. Buyers of computers may also customize
what they will be buying to suit their needs and preferences. This is made possible through the
concept of one-to-one marketing. While this seems to be an advantage for the consumer, firms
also benefit since they can now seek to establish close relationships with customers and work
toward customer loyalty. The foregoing proves that the consumer is greatly empowered with e-
commerce. Forrester Research, Inc. (1998a) expects the internet to develop into another
channel (aside from the traditional catalog, and telephone channels) for purchasing products

16. and to increase its influence on consumers. The study particularly describes how power will be
shifted from producer to consumer. Aside from giving consumers a new tool to gather
information and purchase easily, the use of the internet for pre purchase and post-sale is
presently exploding, regardless of where the product is bought. This implies increased
involvement and, thus, empowerment for the consumer in the purchase process.
Recent trends and prospects for Philippine e-commerce
De Vera, Roberto E. 2015
Although the Asia-Pacific holds much promise regarding e-commerce, estimates for the
Philippines reveal that it has one of the lowest numbers of personal computers (PCs) within Asia
(Merrill Lynch 2000). There were only 1.1 million estimated PC users out of 75 million as of
year-end 1998, accounting for a meager 1.5 percent PC penetration. Merrill Lynch (2000)
estimates that there are 420,000 online users in the Philippines—less than one-tenth of online
users in South Korea. This figure for the Philippines also implies that only 0.5 percent of the
population is online, compared to Singapore’s 24.5 percent. In addition, only 0.9 percent of
Filipino internet users shop online—a stark contrast to the 40 percent for Singapore. These
figures, thus, suggest a modest PC infrastructure. Furthermore, the drop in tele density from
9.08 lines per 100 persons in 1998 to 9.04 in 1999 also implies a poor telecom infrastructure.
Merrill Lynch considers the present PC and telecom infrastructure as the obstacles to the growth
of the country’s internet industry. While these factors may be considered as barriers to the
growth of the Philippine internet industry, the underdeveloped infrastructure of the multimedia
also suggests that the Philippine market offers substantial long-term growth. The report by
Merrill Lynch highlights that the Philippine internet industry is at the critical take-off stage,
wherein it could become a major center for e-commerce given the country’s large English-
speaking population and its affinity to Western culture. Recent trends seem to support this
claim.
A study done by an Australian company reveals that Filipinos are avid cybershoppers,
spending hundreds of dollars each time they order goods via the internet. Moreover, Visa
International reports that there is a sales boom in the Philippines in terms of credit card
purchases, as Filipinos are becoming more inclined to use plastic than cash for their purchases
(Torrijos 2000). Although this pertains to offline purchases, it nevertheless implies Filipinos are

17. willing to pay in credit, which is the dominant online payment method in e-commerce. Already, e-
commerce is slowly starting to make its presence felt in the country.
In Metro Manila, internet users can plan vacations, book airline tickets, purchase clothing,
furniture, and movie tickets, conduct international phone calls, bank, and have pizza delivered to
their homes and offices via the worldwide web. However, there remains the skepticism over
Filipinos’ willingness to embrace e-commerce given that only a fraction of the population has
computers and access to phone lines. Maybe Filipinos do not need computers and phone lines
to conduct e-commerce after all. Portable wireless devices, with the mobile phone at the
forefront, can and will connect users to cyberspace bypassing the need for PCs and telephone
landlines. Results of a study done by Mckinsey & Co. find that mobile phones will become the
primary means by which Asians will access the internet soon. This follows from the fact that
mobile phones have a far higher penetration rate than PCs and that Asian consumers are
showing tremendous demand for access to the wireless web. As of 1998, Philippine cellular
phone penetration was estimated at 2.4 percent, while PC penetration was only at 1.5 percent.
Overall subscribers in the cellular market also grew by 64 percent from 1998 to 1999.
Estimates by Merrill Lynch place wireless application penetration for the Philippines at
4.5 percent as of December 2000. Presently, Filipinos are using their cellular phones to transact
various businesses and gather data. This is evident from the mobile banking services provided
by banks such as Bank of the Philippine Islands, Equitable, DBS Bank, and TA Bank. Smart
Communications and Globe Telecom also offer bills payment through mobile phones, while
Smart recently launched its online trading service. Also, the convergence of technologies is
evident in Smart Communications’ recent joint venture with Mastercard Smart Money. With the
Smart Money card, subscribers of Smart may load up on airtime and text credits, transfer funds
to their card, purchase and even order goods from stores. Thus, banking and purchasing are
combined with the services of the cellular phone to provide convenience to consumers.17The
past two years have seen the emergence of cyber cafes— where an individual who does not
own a PC can gain access to the internet. In a sense, renting computers for use, together with
using wireless devices such as cellular phones, is a possible solution to the low PC penetration
in the country.
Even without a high PC penetration, there is a proliferation of e-commerce activities
through the creation of B-to-C websites such as infinitymalls.com, Divisoria.com,

18. Pinoymall.com, PhilShop.com, and myayala.com. The recent signing of the E-commerce Bill
provides the legal framework for e-commerce and the formation of an online purchasing firm
enables firms to buy supplies and heavy equipment via the internet. Although online purchases
may still be minimal now, these developments prove that the Philippines is slowly feeling the
presence of e-commerce.
Based on the trends in the Philippines, it can be said that e-commerce is here to stay. As
the experiences of the US and Europe show, the effects of e-commerce are expected to be felt
by all firms, consumers, and workers. However, Filipinos are still in the dark as to how e-
commerce will impact on their lives. There are no e-commerce studies centered on forecasting
or estimating how e-commerce will affect businesses in the Philippines. Neither is there a
Philippine framework that can analyze the possible effects of e-commerce on the economy. The
OECD (1998a) notes that first and foremost, methodologies for measuring e-commerce, its
growth, and possible effects, need to be developed.
Sector-specific impacts of disintermediation and reintermediation were also suggested
as key areas for future research. Since e-commerce is only starting in the Philippines, the
formulation of different scenarios as to how e-commerce will affect consumer purchase would
be key not only in measuring e-commerce but in analyzing its possible effects on several
industries as well, especially with regard employment. Although statistics show the
underdeveloped stage of e-commerce infrastructure in the Philippines, the pace of e-commerce
adoption by Filipinos still seems unclear. Different scenarios would therefore be helpful in
describing the different ways e-commerce may be used and adopted in the future. From here,
one can then gain insights on its possible ranges of effects on various industries, and the whole
economy in general.
Customer Focus and Satisfaction Measures
De Vera, Roberto E. 2015

19. Customer focus and satisfaction measures assess whether service or quality meets
expectations. The formula for service quality is: Results – Expectations = Service Quality.
Customers’ perception of service quality is directly related to their experiences relative to
expectations. Customer focus and satisfaction measures are quite varied. They include both
soft and hard measures. Soft measures center on customer perception. What people say and
what they do may be different. Soft measures help you understand what customers think of your
service or product relative to your competition. Hard measures keep you informed about what
they are buying. Soft measures for customer satisfaction include surveys, focus groups or
interviews, and observation. Hard measures include customer retention levels, market share,
number of referrals from other customers, and revenue. Customer satisfaction surveys are
written or telephone measures that determine level of satisfaction with various facets of the
product or service. Surveys are one of the most often used quality tools, especially for service
companies where the relationship with the customer is vital. A customer needs assessment tells
which specific needs are or are not fulfilled by the company’s product or service. Customer
needs cannot be easily assessed by written surveys as most people do not like to write.
Likewise, customers do not spend their waking hours thinking about the nuances of the
company’s service or product. Most have a hard time articulating them specific needs. A trained
interviewer can help customers clearly define what specific needs are met by a service or
product. Thus, the main tools for customer needs assessment should center on focus groups or
interviews, customer advisory groups, observation, and predictive measures of customer
satisfaction and dissatisfaction (quality data).
CHAPTER III
THEORETICAL FRAMEWORK

20. This study was anchored in Routio’s Theory of Service (2007). It emphasizes that in a
service it is very important to consider the involvement of the people who are in the process of
service (customer and employee). This study presumed that customer is the user of the service
while the employee is the provider of service. The customer is the one who experiences the
service, and from this experience, the unconscious expectation was made. This expectation
which needs to be satisfied by the company is customer satisfaction. It was also supported by
Kotler and Keller (2006) by stating that the expectation of the customer to the service provider
has an implication on how customers evaluate its quality. This service expectation may cause
for many sources, such as past experiences, word of mouth and advertising.
RESEARCH PARADIGM
Input Process Output
1. Know the factors that
affects customer satisfaction.
2. Identify the factors affects
employees.
1. Making a questionnaire.
2. Distribution of questionnaire
to the respondents.
3. Validating the respondents.
1. The different factors that affect
the customer satisfaction will be
determined.
2. Develop marketing
strategies to make sure that
the company will get the
customer satisfaction.
CHAPTER IV
RESEARCH DESIGN

21. This chapter will present the method and procedure that will be used in the study. It
represents the research design, the population selection, data collection, research instrument,
and statistical treatment of data that will lead to the validity of the study.
4.1 RESEARCH DESIGN
The study will use the descriptive method of research making use of questionnaire for
gathering data. Descriptive research is a type of research that is primarily concern with
describing the nature or conditions of the present details. The researchers will gather
information from the customers using a questionnaire, wherein they will respond with.
4.2 POPULATION SELECTION
There will be 50 respondents. The researchers will randomly select 50 respondents from
the customers of JRS Express Balayan, whom the researchers will ask to gather information.
The said company and the customers will be the beneficiaries of the study.
4.3 DATA COLLECTION
The primary equipment that will be used in the research will be the questionnaire. The
researchers believe that it is the best way in gathering information from a large group of
respondents and they will assume that it is the most appropriate apparatus.
Development of the research instrument. After reading and studying sample of
questionnaire, they will consult some knowledgeable people on how to prepare one. The
researchers will make sure that there are enough items to gather data that cover all aspects of
the problem. Then after, they will submit the prepared questionnaire to their adviser for the
correction.
For validation purposes, the questionnaire will be given to some literate people. After
they fill up the copies, they will be interviewed by the researchers to find out their observation
and assessment of the questionnaire. They will be asked if all the items are clear and
unequivocal to them; if the number of items are adequate enough to gather data about the
study; if all items are relevant to the research problem; and if the questionnaire is not too long.
The researchers will assume that all of them will say that the items are clear and unequivocal
except for a few, relevant, and the length is alright. The few question items will be revised for
more clarity and definiteness.

22. 4.4 RESEARCH INSTRUMENT
Name: ________________________________________________ Age: _________
Address: ______________________________________________ Gender: ______
1. Do you avail a courier service?
YES NO
2. How often do you avail a courier service?
Once a week Trice a week
Twice a week Everyday
Once a month Twice a month Never
3. Are you willing to try JRS Express?
YES NO Tried Already
4. If YES or already a client, what makes you choose JRS Express to handle your packages?
Low Shipping fee
Staffs are very accommodating
Fast processing and delivery
Assuring your package is at good hands
5. For you, what makes JRS Express more attractive than other courier services?
Wi-Fi Ambiance
Air-condition Service

23. 6. By what kind of promotion does JRS Express catches your attention?
Social Media Tarpaulins
Flyers Advertisement
7. Are the staffs of JRS easy to approach/friendly?
Yes No
Sometimes Not at all
8. Does JRS located in an easy and convenient location?
Yes No
9. Did JRS makes you feel valued as a customer?
Yes No
10. How satisfied are you with JRS Express Balayan?
Satisfied Not Satisfied
11. Would you consider recommending our shipping / courier service?
Yes No
4.5 STATISTICAL TREATMENT
The researchers decided to use the chi-square.
Chi-square Test:

24.  Test of Independence
The researchers surveyed 50 respondents from Balayan, Batangas, and claims to
determine whether the service preference of the customers do not vary according
to their age. The researchers group the ages into three categories; 18 – 21, 22 –
25, and 26 – 30 to know the preferences of the customers. Using a = 0.05, the
researchers can use the chi-square test of independence to determine whether the
service preference of the customers does not varies according to their age.
Ages of the Customer
18-21 22-25 26-30 Total
Wi-Fi 0 0 0 0
Air Condition 1 0 1 2
Ambiance 1 1 1 3
Service 15 14 16 45
Total 17 15 18 50
Step 1: Hypothesize.
H0: The service preference of the customers does not varies according to their
age.
H1: The service preference of the customers varies according to their age.
Step 2: Decide on the type of test.

25. The chi-square test of independence is appropriate.
Step 3: Decide on the level of significance and determine the critical value(s) of region(s).
Let α = 0.05. Here, there are three (4) rows (r=4), and three (3) columns (c=3). The
degrees of freedom are (4 - 1) (3 - 1) = 6. The critical value of chi-square for α = 0.05 is
12.592.
Step 4: Decision
If the chi-square value calculated from the data is greater than12.592, we reject the null
hypothesis and conclude that the service preference of the customers varies according to their
age.
Step 5: Select a random sample and do relevant calculations.
e2 =
(row 1 total)(column 1 total)
=
0 x 17
= 0
grand total 50
e3 =
(row 1 total)(column 2 total) = 0 x 15
= 0
grand total 50
e5 =
(row 1 total)(column 3 total)
=
0 x 18
= 0
grand total 50
e7 =
(row 2 total)(column 1 total)
=
2 x 17
= 0.68
grand total 50
e12 =
(row 2 total)(column 2 total)
=
2 x 15
= 0.6
grand total 50
e16 =
(row 2 total)(column 3 total)
=
2 x 18
= 0.72
grand total 50
e19 =
(row 3 total)(column 1 total)
=
3 x 17
= 1.02
grand total 50
e22 =
(row 3 total)(column 2 total)
=
3 x 15
= 0.9
grand total 50
e24 =
(row 3 total)(column 3 total)
=
3 x 18
= 1.08
grand total 50

26. e28 =
(row 4 total)(column 1 total)
=
45 x 17
= 15.3
grand total 50
e35 =
(row 4 total)(column 2 total)
=
45 x 15
= 13.5
grand total 50
e48 =
(row 4 total)(column 3 total)
=
45 x 18
= 16.2
grand total 50
Ages of the Customer
18-21 22-25 26-30 Total
Wi-Fi 0 (0) 0(0) 0(0) 0
Air Condition 1(0.68) 0(0.6) 1(0.72) 2
Ambiance 1(1.02) 1(0.9) 1(1.08) 3
Service 15(15.3) 14(13.5) 16(16.2) 45
Total 17 15 18 50
x2
=
(0)2
+ (0)2
+ (0)2
+ (1 - 0.68)2
0 0 0 0.68
(0 – 0.6)2
+ (1 – 0.72)2
+ (1 – 1.02)2
+ (1 – 1.09)2
0.6 0.72 1.02 1.09
(1 – 1.08)2
+ (15 - 15.3)2
+ (14 – 13.5)2
+ (16 – 16.2)2
1.08 15.3 13.5 16.2
x2
= 0 + 0 + 0 +0.1506 + 0.6 + 0.1089 + 0.0004 + 0.0074 + 0.0059 + 0.0059 + 0.0185 + 0.0025
x2
= 0.9001
Step 6: Conclusion.

27. Since the observed chi-square of 0.9001 is lower than the critical value of 12.592, we
reject the null hypothesis and conclude that the service preference of the customers
does not varies according to their age. Looking at the proportions in the cells, it can be
seen that all of the respondents make fewer claims in Wi-Fi, air condition, and ambiance
than the services.
4.6 INTERPRETATION AND TABULATION
This chapter presents the analysis and interpretation of collected data from the
implemented data gathering tool. The data were interpreted based on the context of the problem
of the study with the use of the most appropriate statistical treatment to formulate findings.
Survey
Respondents: 50
Table 1 Survey Question No. 1 (Do you avail a courier service?)
Results Percentage %
Yes 48 96%
No 2 4%
Total 50 100%

28. "96 % of the respondents avail a courier services, while the 4 % of the respondents do not. "
Table 2 Survey Question No.2 (How often do you avail a courier service?)
Results Percentage %
Once a week 16 32%
Twice a week 5 10%
Thrice a week 8 16%
Once a month 11 22%
Twice a month 8 16%
Never 2 4%
Total 50 100%

29. "Most of the respondents avail a courier service once a week which is 32%, 10 % of the
respondents avail trice a week, 22% avail once a month, 16% avails twice a month, while the
4% of the respondents never avail a courier service."
Table 3 Survey Question No.3 (Are you willing to try JRS Express?)
Results Percentage %
Yes 8 16%
No 0 0%
Tried Already 42 84%
Total 50 100%

30. "84% of the respondents have already tried to use JRS Express and the remaining 16% are
willing to try the JRS Express Balayan."
Table 4 Survey Question No.4 (If Yes, or already a client, what makes you choose
JRS Express to handle your packages?)
Results Percentage %
Low Shipping fee 9 18%
Staffs are very
accommodating
4 8%
Fast processing and delivery 19 38%
Assuring your packages are
in good hands
18 36%
Total 50 100%

31. " Respondents that have tried and are willing to try JRS Express chooses this as courier service
because it has low shipping fee says by the 18% of the respondents, 8% says that staffs are
very accommodating, 38% says it is because of fast processing and delivery, and the 36% were
assured that the package is in good hands."
Table 5 Survey Question No.5 (For you, what makes JRS Express more attractive
than other courier services?)
Results Percentage %
Wi-Fi 0 0%
Air Condition 2 4%
Ambiance 3 6%
Service 45 90%
Total 50 100%

32. "90% of the respondents were to JRS Express because of the service, 6% because of the
ambiance, and 4% of the respondents were attracted because of the air condition."
Table 6 Survey Question No.6 (By what kind of promotion does JRS Express
catches your attention?)
Results Percentage %
Social Media 30 60%
Flyers 2 4%
Tarpaulins 5 10%
Advertisement 13 26%
Total 50 100%

33. "JRS Express caught the attention of 60% of the respondents through social media, 4% through
flyers, 10% through tarpaulins, and 26% of the respondents through advertisements."
Table 7 Survey Question No.7 (Are the staffs of JRS Express easy to
approach/friendly?)
Results Percentage %
Yes 47 94%
No 0 0%
Sometimes 3 6%
Not at all 0 0%
Total 50 100%

34. " 94% of the respondents says that staffs of JRS Express are easy to approach, and the 6% of
the respondents says that the staffs are sometimes easy to approach."
Table 8 Survey Question No.8 (Does JRS located in an easy and convenient
location?)
Results Percentage %
Yes 50 100%
No 0 0%
Total 50 100%

35. "All of the respondents says that JRS Express is at easy and convenient location."
Table 9 Survey Question No.9 (Did JRS makes you feel valued as a customer?)
Results Percentage %
Yes 50 100%
No 0 0%
Total 50 100%

36. " All of the respondents were felt valued by the JRS Express."
Table 10 Survey Question No.10 (How satisfied are you with JRS Express Balayan?)
Results Percentage %
Satisfied 50 100%
Not Satisfied 0 0%
Total 50 100%

37. " All of the respondents are satisfied with JRS Express Balayan."
Table 11 Survey Question No.11 (Would you consider recommending our
Shipping/Courier Service?)
Results Percentage %
Yes 50 100%
No 0 0%
Total 50 100%

38. “All of the respondents considered recommending JRS Express Balayan as
courier service.”

39. CHAPTER V
MARKETING ASPECT
This aspect will revolve in the four P’s of Marketing: product, place, price, and
promotions. Suppliers, consumers, and buyers of the product will be identified in this chapter,
including: the channel of the distributions, the demand and supply and all the strategies and
promotion to make the product competitive in the market.
5.1 MARKETING OBJECTIVE:
The marketing program of JRS Express Balayan aims to:
1. Identify the target market regarding the business.
2. Research on the marketing practices of the competitors to have a competitive
advantage.
3. Successful promotions and advertising plan, including costs.
5.2 MARKETING MIX:
The marketing mix is concentrated only to the “4 P’s” of Marketing: product, price, place,
and promotion.
5.2.1 Product
JRS Express is an express delivery company in the Philippines. Also, they provide value
– added logistic services to their customers through their nationwide network of 400 branches.
5.2.1.1 Description of the service and its advantage
Since we are in the middle of Pandemic, many entrepreneurs are affecting
their business and to make a profit they just sell their product through social media
platforms and use courier services to deliver their product to their customers. Although
there are some courier services in Balayan, the business has a competitive advantage
from them because of their service. JRS Express offers fast delivery service and they
make sure that the parcels are in a good hand.

40. 5.2.2 Price
JRS EXPRESS LETTER METRO MANILA LUZON VISAYAS MINDANAO
Minimum of 100 grams P120.00 P107.00 P128.00 P132.00
In excess of 100 grams or a
fraction thereof
P60.00 P53.50 P64.00 P66.00
TOTAL P180.00 P160.50 P192.00 P198.00

41. ONE POUNDER METRO MANILA LUZON VISAYAS MINDANAO
Minimum of 500 grams P145.00 P130.00 P156.00 P162.00
In excess of 500 grams or a
fraction thereof
P72.50 P65.00 P78.00 P81.00
TOTAL P217.50 P195.00 P234.00 P243.00

42. THREE POUNDERS METRO MANILA LUZON VISAYAS MINDANAO
Minimum of 1,500 grams
(1.5kilos)
P266.00 P238.00 P298.00 P311.00
In excess of 500 grams or a
fraction thereof
P133.00 P119.00 P149.00 P155.50
TOTAL P399.00 P357.00 P447.00 P466.50

43. FIVE POUNDERS METRO MANILA LUZON VISAYAS MINDANAO
Minimum of 2,500 grams
(2.5 kilos)
P306.00 P273.00 P339.00 P366.00
In excess of 500 grams or a
fraction thereof
P153.50 P136.50 P169.50 P183.00
TOTAL P459.00 P409.50 P508.50 P549.00

44. General Cargo METRO MANILA LUZON VISAYAS MINDANAO
Minimum of 3 kilos P200.00 P182.00 P209.00 P222.00
In excess of 1 kilo or a fraction
thereof
P100.00 P92.00 P104.50 P111.00
TOTAL P300.00 P273.00 P313.50 P333.00

45. Extra Small Box METRO MANILA LUZON VISAYAS MINDANAO
3 kilos P423.00 P385.00 P444.00 P456.00

46. Small Box METRO MANILA LUZON VISAYAS MINDANAO
5 kilos P508.00 P462.00 P542.00 P567.00

47. Medium Box METRO MANILA LUZON VISAYAS MINDANAO
9 kilos P811.00 P737.00 P862.00 P899.00

48. Extra Small Box METRO MANILA LUZON VISAYAS MINDANAO
20 kilos P2009.00 P1826.00 P2082.00 P2119.00
In excess of a kilo or a fraction
thereof
P95.00 P90.00 P100.00 P105.00
TOTAL P2104.00 P1916.00 P2182.00 P2224.00
5.2.3 Place

49. The chosen location will be very accessible to the public and to potential customers
because JRS Express Balayan is situated at 103 Antorcha street, Brgy. 12 Balayan, Batangas
near at Balayan Municipal Hall and Balayan public market. It is not difficult for people to locate
the business and because of it, the business gain more customers.

50. 5.2.4 Promotion
Promotion is a crucial tool for informing and persuading customer about the business
and the benefit it could convey to many customers. It is used primarily as a communication
instrument and the result is customer awareness on the product. Various promotional
techniques will be used to make the business known.
Flyers and social media sites will also be used to gain public relations for the business. It
is necessary to know the customers feedback regarding products and services.
Flyers

51. Social Media
Mission

52. To provide world-class courier services, logistics and supply-chain solutions to all and to
foster nation-building.
Vision
To be among the leading courier and logistics companies of the world.
5.3 SWOT Analysis
Strength Weaknesses
 Air Conditioned
 Friendly and skilled
employees
 Wide space
 Relaxing ambiance
 Delayed Delivery of
packages sometimes
 Misroute Items
Opportunities Threats
 High demand of
shipping
 Increasing numbers of
online business
 Business expansion
 Continuous
development around
area
 Intense competition
 Traffic situation
CHAPTER VI

53. CONCLUSION
Based on the study conducted by the proponents, we discovered that JRS Express is
one of the best courier services in the Philippines. Despite of its success and fast service, the
establishment still needs a lot of improvement in terms of facilities, process and promotions.
This marketing plan requires to help JRS Express improve its operation and service.
After the implemented marketing strategies, the proponents therefore conclude that JRS
Express will be the leading courier services in Balayan.
CHAPTER VII

54. RECOMMENDATION
The proponents merely recommend JRS Express Balayan the following:
 Renovate its facilities for customer satisfaction.
 Additional advertisement such as flyers, banner, social media, and freebies to familiarize
the market about the establishment.
 Add some CCTV camera for customers safety and security.