Client Satisfaction on the Services of University of Baguio Support Offices

Froilan Aspa1 Leny Estacio2 Nona Christina Gabriel3
1 Director, Office of Student Affairs, University of Baguio,
Baguio City, Philippines
2 Director, Center for Counseling and Student Development, University of Baguio,
Baguio City, Philippines
3 Staff, Research and Development Center, University of Baguio,
Baguio City, Philippines

European Online Journal of Natural and Social Sciences 2022
Vol.11, No 4 (s) Special Issue on Hybridity in the New Reality, 92-105 (2022)


Customer satisfaction in the educational setting is the experience that students and stakeholders have when interacting with their school or institution. When they experience good customer service, they become happier and more loyal. More so, the provision of customer satisfaction also sets an institution on a competitive edge. Taking these into consideration, the University of Baguio pursued a study to analyze the stakeholders’ customer satisfaction with the support offices’ different services. The study was carried out through descriptive-survey research where the accomplished client satisfaction survey of the stakeholders who visited the support offices from May 1, 2021, to July 31, 2021, was utilized. Through the analysis of weighted means and the ANOVA, it was found that the different support offices and support office employees were able to provide services that met or went beyond the expectations of the stakeholders. More so, the research findings showed that the stakeholders were very satisfied with the services of the support offices even when there were support office services that were perceived differently by the stakeholders. Thereupon, the university is posed with the challenge of pursuing consistency in providing a satisfactory customer experience through the different services offered.

Keywords: Client/Customer Satisfaction, Marketing Strategy, Student Support Office, Customer Experience, Quality Service