P.R I Pre Oraldefense Abm G2 1
P.R I Pre Oraldefense Abm G2 1
P.R I Pre Oraldefense Abm G2 1
THEORETICAL FRAMEWORK
OF THE STUDY
The theoretical and conceptual framework of this study revolves around the
concept of 'The Customer is Always Right' and its impact on customer satisfaction,
specifically in the context of delivery riders in Lambunao. The study draws upon
the Theory of Dissonance as a theoretical lens to understand the cognitive
dissonance experienced by delivery riders when the customers' expectations clash
with their own perspectives and beliefs.
The Theory of Dissonance, proposed by Leon Festinger (1957), suggests
that individuals strive for cognitive consistency and experience psychological
discomfort when faced with conflicting beliefs or inconsistencies between their
attitudes and behaviors. Cognitive dissonance occurs when individuals perceive a
discrepancy between their existing beliefs or attitudes and the expectations or
demands of their environment.
RESEARCH QUESTIONS
How Would Delivery Riders Interpret the Concept of ‘The
Customer is Always Right’ in their Own Words based on
their Personal Experiences?
What are the experiences of delivery riders that helped
them define the concept of 'Customers are always right’?
In what situations do delivery riders feel that the
customer is not always right, and how do they handle
those situations?
The Delivery riders •The riders must be residing or •The delivery riders based outside
presently working in the of Lambunao.
municipality of Lambunao. •The riders that are unwilling to
•Riders of any age group. participate in the data
•All types of gender gathering(interview)
The Setting • Areas within the coverage of •Locations that are out of reach,
Lambunao. or outside of
Lambunao(Innaccessible)
•The riders who have relevant •All the anecdotes will be
experiences in the delivery acknowledged. With the
The Experiences industry, whether that be negative exception of the ones that are
or positive. irrelevant.
RESEARCH DESIGN
The research study has employed a phenomenological research design. A phenomenological
study identifies the meaning of the lived experience of individuals related to a specific
phenomenon and then develops a composite description of the phenomenon. (Creswell, 2007).
It focuses on how individuals perceive their personal experiences and provides a clear
understanding of human experiences. The design focuses on obtaining descriptions of the
subjects "or respondents" life experiences in writing interviews.
For instance, in the Food at the speed of a Click: The Experiences and Challenges Faced by
Food Delivery Riders Amidst the Cavid-19 Pandemic (Zaira Bancaras, Ly Bancaras, Lyba
Trucilla, Kate Rodriguez, Mariel Ayapana, Juvy Inferia, Andrea Onmapas, Josephine Martin
2022). The authors utilized a phenomenological approach to explore the experience and
challenges faced by food delivery riders amidst the COVID-19 pandemic. Employing
Interpretative Phenomenological Analysis (IPA) with 10 participants, results suggest most of
their experiences focus on the importance of self-concept, frustrations, self-esteem, anxiety,
burnout, challenges, booking, weather, sanitation, customer, location, and coping mechanisms.
CONTEXT
Since this study aimed to understand the lived experiences of delivery riders on
the concept of customer is always right, the researchers have decided to choose a
convenient setting. The locale of the study is one of the Barangays here in
Lambunao, where one of the delivery company resides. Lambunao, officially the
municipality of Lambunao, (Kinaray-a Banwa kang Lambunao) is a first class
municipality in the province of Iloilo, Philippines. According to the Philippine
statistic survey, in 2020, the town's latest population will be 81,236. It is the largest
municipality in Iloilo regarding the land area and is 47 kilometers (29 mi) from Iloilo
City. It is bounded on the North by the Municipality of Calinog, on the East by the
Municipalities of Dueñas and Pototan, on the South by the Municipalities of
Janiuay, Iloilo and Valderrama, Antique. It has a total land area of 40,709 hectares;
out of this area, 73.88% are alienable and disposable land, while 26.12% is
forestlands. There are 73 Barangays in this municipality.
RESEARCH INSTRUMENT
The researchers will utilize researcher-made instruments to gather
data. The main instrument in data gathering wil be the interview
guide that will serve as a tool on collecting data. Semi- structured
interviews with a questionnaire will be used with the subjects
participants in understanding the lived experiences and perspectives
of delivery riders on the concept of customer is always right.
DATA ANALYSIS
In the data analysis process, the researchers will begin by immersing themselves in the transcribed
interview data to gain a comprehensive understanding of the delivery riders' perspectives. Identifying key
themes and patterns that emerge from the participants' experiences. Adopting a qualitative thematic
analysis approach, the researchers will use coding techniques to categorize and organize the data based
on recurring ideas, concepts, and emotions expressed by the participants. They will employ open coding
initially to identify a broad range of themes without preconceived categories. Next, the researchers will
engage in axial coding to establish relationships between the codes and identify higher-order themes.
This systematic process of connecting codes will result in meaningful categories and subcategories. The
researchers will maintain detailed documentation, including memos and reflective notes, throughout the
analysis to ensure transparency and credibility. The analysis will involve interpreting the data within the
context of the research objectives and the concept of the "customer is always right." The researchers will
also explore the participants' experiences, attitudes, and challenges related to this concept, paying
attention to variations and contradictions. They will also consider deviant cases or unique perspectives
that challenge the dominant themes. The final step will involve synthesizing the findings into a coherent
narrative, supported by quotes and illustrative examples, to provide a rich and wider portrayal of the
delivery riders' voices and their experiences with the concept of the "customer is always right."