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Magdalena G. Alvarez , Client William M. Malinao
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Cagayan Valley Computer and Information Technology College, Inc.

Customer gratification, as a process, is defined as an evaluation between what was received and
what was expected, emphasizing the perceptual, evaluative and psychological processes that
contribute to customer gratification. Achieving customer gratification is the main goal for most
service firms today. Customer gratification results to behaviors such as repeat purchase,
customer loyalty, positive word of mouth advertising, and increased long term profitability. The
increasing customer gratification has been shown to directly affect companies’ market share.
This leads to improved profits, positive recommendation, lower marketing expenditures, and a
great impact on the corporate image and survival.
Store ambiance and environment includes visual communications, lighting, music, colors and
the feeling of security in a place. This generates a stimulus-response behavior on the customer’s
perceptions and emotions. The store’s atmosphere predicts an environment that suits the
target market and intends to project an image. It creates a favorable mindset of the consumer
towards good will and store position.
Ambiance and environment, next to product and price, are keys for customer gratification.
Aptly, it is important to have an ambiance that has the potential to make shopping pleasurable
by forgetting the bitterness of heavy prices to be paid for expensive products in the stores. At a
glance in its place of purchase, the customer feels good, satisfied and conditioned to relax with
fewer worries.
In order to investigate the objectives of this study and answer the hypotheses, the Descriptive
Research method was employed. Particularly with the paper’s topic, it is more efficient to study
the problem with descriptive research method in order to get exact answers for the research
question from different viewpoints. This aimed to gather data on the prevalence of the factors
that affect customer gratification among the SPA centers in Santiago City. Both Comparative
and Correlational research designs were implemented in the research. Comparative Research
Design was employed to determine the difference between the perceived levels of gratification
of customers with regards to their acuity on the factors provided by the SPA centers.
Correlational research design was conducted to verify the relationship of ambiance and
environment to the dependent variable, the customer gratification. The respondents of the
study were the customers of different SPA Health Centers in Santiago City, Isabela. Samples
were randomly selected from Serenity Day SPA, Ocean Bliss SPA, Yon Jai Thai Massage, Minerva
Farm/Our Garden SPA/Cafe Vida, Nail Treats SPA, Derm Care SPA, and Koloh SPA. This study
made use of a self-made questionnaire that underwent a validation process: Expert Pooling,
Refinement, Field-test and Final Refinement. Three (3) experts were consulted for initial
validation. Their comments and suggestions were incorporated in the instrument for a field test.
The pilot test of the research instrument was conducted as a preliminary test for the final
version of the questionnaire with 30 actual customers of the select SPA Centers. Validity was
established using Cronbach’s alpha. It was found out that the questionnaire had an alpha value

Proceedings of 2015 JTBEIS Conference ISSN: 2423-284x

6th March 2015, Santiago City, Philippines 19
of .873. Eminent researchers claimed that an alpha value of at least .6 suggests an acceptable
reliability. Hence, it is a valid and reliable instrument.
The mean score, Pearson Chi-Square Test, t-test and F-test were used in this study. The
Likelihood Ratio of the Pearson Chi-Square test was used to determine the relationship of the
select demographic variables and the customer gratification as to ambiance and environment.
F-test and t-test were used to ascertain the significant difference on the gratification of
customers to ambiance and environment when grouped according to age, educational
attainment, gender and location.
Based on the findings of the study, the following are concluded: (1) Customers are satisfied with
the ambiance and environment of the SPA Centers in Santiago City; (2) There is no significant
relationship on the customer gratification as to environment when grouped according to
gender, age, educational attainment and location. Nevertheless, there is a significant difference
on their gratification as to ambiance when grouped according to age and sex; and (3) There is
no significant difference on the customer gratification when grouped according to gender, age,
educational attainment and location.

Journal of Technology, Business Education & Interdisciplinary Studies

ISSSN: 2423-284x Vol. 1, No. 1, 2015 20