Brand Image and Customer Satisfaction of the New APEC Homes: Basis for

Admin and Marketing Strategy

A Thesis Submitted to the Faculty of Graduate School

University of Batangas

In Partial Fulfilment of the Requirements for the Degree

Master in ____________

By:

September 28, 2019

 CHAPTER I

THE PROBLEM AND ITS BACKGROUND

Introduction

With the progress of corporate brands in the Philippines and their

participation in international markets, brands have turned from business circles

to the educational world, and the era of real state brand operations has arrived.

Real Estates have gradually become business operations with their

homeowners as the customers. Homeowners’ satisfaction has thus become

important in the industry. Real Estates have to pay attention to client

satisfaction (Elliott & Shin, 2012). Brand is the quality constructed by long-term

efforts and scientific exploration, and it has become the key to acquiring

customer loyalty as well as long-term survival and development for firms. Real

Estates are no exception. Corporate brand image is the indicator of the

enhancement potential of the original customers’ intention to approach

organizations (Mazzarol, 2010). Brand is the important connection between

firms and consumers and it significantly influences customers’ purchase

decision-making and judgment. In the current competitive market of real

estates, brands are the external symbols. In real estates in the Philippines, in

order to enhance competitiveness and with limited housing resources, institutes

are now based on the concept of business operations, and they use value

marketing and performance to establish a brand image and attract more

prominent clients. Successful corporate brands can lead to outputs for firms.
High-quality real estate brands will enhance the material and human resources

of housing. For real estates, brand image is critical. The brand image of real

estates is superior to that of other real estates; thus, in the Philippines, there

are more real estates’ service and operation. Clients tend to avail real estate

service with a better brand image. In recent years, the number of real estates in

the country has increased. Also, the biggest drop in sales occurs during the

formative years of operation, most real estates find it essential to focus

retention efforts on first availees. (Tompson & Brownlee, 2013). Real estates

with inferior brand images are encountering the challenge of a competitive

market. The clients are the most important focus in a real estates service, and

how to strengthen clients’ intention to avail the service is an important issue for

real estate institutes. When real estate operating conditions are similar, people

will not distinguish real estate through their external characteristics. A unique

brand image is what real estate needs to convey to clients. Real estate brand

image thus influences the selection of clients and the society.

Founded in 1997, The New APEC Development Corporation aims to

redefine the urban landscape for the low - income market in the Philippines.

The company is known in building and developing aesthetically – pleasing

housing units with an affordable payment scheme to cater to the starter to

growing families with minimum wage – earning capacity. Most of its projects are

located at the neighboring provinces of Metro Manila such as Bulacan, Cavite,

Laguna and Batangas.

 Driven by the desire to redefine the concept of low – cost housing, APEC

Homes focuses its efforts on building aesthetically appealing residential units

and offering them at values much affordable to the aspiring Filipino families.

APEC Homes is known for constructing communities strategically, taking

into consideration what each family yearns for to enable the achievement of full

satisfaction. With this intricate understanding of what constitutes a desirable

household, the company has since been identified with homes that promote the

growth and fulfillment of families and communities alike. Truly building homes,

building lives.

The major purpose of this study is to set “The New APEC Homes” on a

specific course in admin and marketing specifically in terms of introducing to

the community the quality of real estate service which the institution is offering

to its clienteles. This study would also like to bridge the gaps related to goals of

admin and marketing generally align with broader clear and strategic

objectives. “The New APEC Homes” looks to grow, as a well-established real

estate institution, that is why through this research, an admin and marketing

plan that emphasizes strategies to increase customer base will be proposed at

the end of this study.

Statement of the Problem

 This study aims to determine the “Brand Image and Customer

Satisfaction of the New APEC Homes: Basis for Admin and Marketing

Strategy”. Specifically, it aims to answer the following questions:

1. What is the profile of the respondents in terms of:

a) age;
b) gender;
c) educational attainment; and
d) employment?
2. What are the perceptions of the respondents in terms of the following

brand image factors:

a) tangibles;
b) reliability;
c) responsiveness;
d) assurance; and
e) empathy?
3. What are the perceptions of the respondents in terms of the following

customer satisfaction factors:

a) tangibles;
b) reliability;
c) responsiveness;
d) assurance; and
e) empathy?
4. Is there any significant relationship between the brand image and

customer satisfaction when grouped into profile variables?

5. What action plan can be formulated to sustain the brand image and

customer satisfaction of the New APEC Homes?

Hypothesis

The following will be verified in the study:

Ho1: There is no significant relationship between the brand

 image and customer satisfaction when grouped into profile

variables?

Theoretical Framework

The study shall base its theoretical foundation on the brand relationships

theory and information integration theory.

Brand relationships Theory. This theory was advanced by Gummesson

(2012) and pointed that that there exist relationships among human beings.

Consequently, consumers define the brand relationship from their own

individual perspectives and the brand relationship and relational value are very

much personalized in the minds of consumers. Customers generate individual

relationships based on their individual perception of brand value, brand

meaning and their experiences. That is, customers seem to personally create

the brand through their communications across multiple contexts.

Information Integration Theory. Information integration theory describes

the process by which stimuli are combined to form beliefs or attitudes

(Anderson, 2010). According to information integration theory, attitudes or

beliefs are formed and modified as people receive, interpret, evaluate, and then

integrate stimulus information with existing beliefs or attitudes. Moreover, the

more salient or accessible a brand attitude, the more likely it is that the

individual will access that attitude upon observing cues associated with the

brand and will bias information processing in a direction implied by the valence

of those attitudes.
 Brand Image and
Clients Customer
Brand Relationships Theory and Satisfaction
Information Integration Theory

Figure 1. Theoretical Framework Showing the Theories Related to Brand Image

1. Profile of the
respondents in terms and Customer Satisfaction
age, gender, Gathering of Related
educational Literature and Studies
Conceptual
attainment Framework
and
Formulation and
employment
validation of research Action plan to sustain
2. Perceptions of the instrument the brand image and
respondents in terms customer satisfaction
Analysis and
of the following brand of the New APEC
interpretation of data
image and customer Homes
through statistical tools
satisfaction factors:
tangibles, reliability, Testing of research
responsiveness, hypothesis
assurance and
empathy.
 Figure 2. Paradigm of the Study

The foregoing paradigm will present the variables of the study and the

processes through which it will be conducted using the systems approach with

the input, process and output.

The input frame will house the following input or independent variables:

Profile of the respondents in terms age, gender, educational attainment and

employment. It will also cover Perceptions of the respondents in terms of the

following brand image and customer satisfaction factors: tangibles, reliability,

responsiveness, assurance and empathy.

The process frame will indicate the steps by which the study will be

conducted. These steps are as follow: gathering of conceptual and research

literature, formulation, validation and administration of research instrument;

analysis and interpretation of data through the use of statistical tools; and the

testing of research hypotheses.

The output frame will indicate the outcomes or dependent variables of

the study which will be the action plan to sustain the brand image and customer

satisfaction of the New APEC Homes.

Scope and Limitation

 This study will focus on the Brand Image and Customer Satisfaction of

the New APEC Homes: Basis for Admin and Marketing Strategy which will

primarily focus on respondents’ perception on tangibles, reliability,

responsiveness, assurance and empathy. It will also focus on how the chosen

venue of study will manage their clients in terms of the services rendered by

the New APEC Homes. Furthermore, the study will also evaluate the profile of

the respondents in terms age, gender, educational attainment and employment.

Significance of the Study

This study will be valuable and significant to the following groups of

individuals:

The New APEC HOMES Administration. This study will give the

authority a deeper understanding about brand image and customer satisfaction.

In a competitive business environment, customer satisfaction and brand loyalty

is emerging as an issue for which the business firms are very sensitive of.

Because of this study, the process of building a reputed brand image and

attracting new customers will remain an important task for the marketing and

admin managers of the said organization.

 Sales and Marketing Personnel. This study will serve as a basis and

reminder in motivating their employees to be productive, focused and engaged

to their jobs.

Admin Personnel. This study will help them know how important the

brand image and customer satisfaction to their job performances in the world of

real estate. Also, this research is needed to improve employees’ performance

at the workplace, to retain employees, gain clients and to help the company to

establish a good image.

Researcher. This study will help the researcher in recognizing the

various effects of brand image and customer satisfaction to admin job

performances.

Future Researchers. This may serve as a basis for future researchers

on their more profound analysis of the given topic.

Definition of Terms

Brand Image. In this study, it will be used as the current view of the

customers about a brand. It can be defined as a unique bundle of associations

within the minds of target customers.

Customer Satisfaction. In this study, it will be used as the measure of

how products and services supplied by a company meet or

surpass customer expectation.

 Work effort. In this study, it will be used as the critical outcome of work

motivation with the level of motivation reflected in the extent to which an

employee allocates time and energy to the performance of tasks.

Work efficiency. In this study, it will be used as the critical outcome of

work motivation with the level of motivation reflected in the extent to which an

employee allocates time and energy to the performance of tasks.

Work motivation. In this study, it will be used as the process to energize

teachers to the work goal through a specific path.

Chapter II

REVIEW OF RELATED LITERATURE AND RELATED STUDIES

This chapter contains a review of the studies related to the current

research. The major objective here is to familiarize the readers with what were

already done and the current research to establish the gap between the past

studies and the current research work. This will also present the concepts,

theories and synthesis to fully understand the research to be done.

Related Literature
Brand Image

Brand image is very significant in the field of marketing. Through brand

image, clients foresee service and product excellence, improve buying behavior

and always remember the good quality in their mind. Similarly, brand image

conveyed by real estate is an important factor when clients select a housing

service. When a real estate possesses a positive housing brand image, clients

can distinguish the variances among real estate and develop their own choice.

Park, Jaworski, and MacInnis (2010) developed three concepts of image. The

first concept is the functional brand image. It is used to explain consumers’

peripheral usage of demands. It means the real estate provides services that

satisfies the clients’ functional needs and answers all related problems related

to services availed by the clients. It includes the real estate tangibles such as

building facilities and equipment, ecological resources and atmosphere of the

housing program being offered. The second concept is the symbolic brand

image. It aims to bridge persons with definite clusters. Symbolic brand image

can satisfy the clients’ promotion of one’s ability and skills, improvement of

societal roles, coordination in cluster associations and development of self-

esteem. Moreover, it is a public image awareness related to community,

housing and human resources. The experiential brand image intends to gratify

clients’ inner search of enthusiasm and varied necessities. It highlights the

fulfillment with the real estate brand and the encouragement outcome of

perception. It denotes to the appearance acuity related to the knowledge

understanding, informative involvement and life understanding. Brand image is

in the clients’ reminiscence and is the connotation with the brand. It is accepted

to conclude or keep the apparent class of goods and services, and it signifies

all the data of the services and product. Thus, clients conclude several kinds of

supposed value.

Brand is not just the merchandise or service itself with a mark or any

representation; rather, it is an impression that transforms services and product

into somewhat of worth and significance (Haltch, 2013). It offers exclusivity, and

it is the distinguishable features that one can connect to the precise kind. The

brand occurs to a huge level due to clients, in particular trustworthy clients - it is

not only the association that sorts up a trademark. This is established by

Jacoby et. al (2015) who believes that the brand is known by the clients’

understanding and service appreciation and that the brand continuously meets

to bring significance. It is essential that the real estate understands the clients’

awareness of its brand.

In order to achieve resilient trademark, brand consciousness is of high

significance. Clients must feel that the real estate or housing programs and

services should always at their back not only in terms of housing needs but in

terms of their holistic development. Real estate should let the clients feel that

there is a compassion and understanding in times that they need assistance in

all forms of safety and secure housing endeavors. (Kotler et. al, 2010). Brand

awareness is formed by the understanding of the brand, the client should be

visible to it constantly, for instance, ad promotions. Nevertheless, it is significant

to footnote that a brand progresses above period, and can be separated into
stages of development (Gray e. al., 2013). For recently recognized real estates,

there are three stages predominantly fascinating. At the primary stage, the

brand proprietor pursues to show its uniqueness; in the form of diverse tags

that can be related with the institution. At the next stage, the brand owner

intends to offer the clients with an idea of variation. The brand pursues to

create an anticipated awareness in the attention of the clients. Lastly, at the last

stage, the brand needs to create an expressive association with its clients to

develop an eminent substitute.

Curtis e. al. (2010) claimed that a real estate group with a resilient

trademark, evidently linked with precise reimbursements, can fascinate high-

value workforces. This is approved in the study of Cornut et. al. (2012) which

stated that solid brand does not only value a faculty through enticing clients. In

a marketplace where real estates are contending over clients it can also have

the prospective of enticing the finest clients accessible.

Cheung et. al. (2012) believed that a resilient brand is appreciated for a

real estate subsequently it can offer the institution with benefits such as clear

real estate wide emphasis, developed limits, profound clients’ faithfulness and a

advanced accomplishment degree with an innovative product and services

promotions. An individual must understand the significance of having a vibrant

emphasis through the group and make sure that emphasis is not only placed at

the upper administration, but also that it is consistent in diverse points of the

real estate group. Then, the administration’s understanding of the brand will

misplace its emphasis in the other portions of the institute and the institution
might not connect it consistently to the clients. Henceforth, the uniqueness of

the brand will not be the identical through the real estate.

Richins (2017) explained that a brand aids the clients to differentiate one

proposal from another. A brand is what the real estate generates for the clients,

and it is what the clients want to see and expect from the real estate. Seeing at

the brand from these twofold standpoints, researcher within the part have

separated it into two main perceptions: brand identity and brand image, which

are two thoroughly connected ideas, and Oliver (2017) said that this can root

them to be diverse when combined. The variance between them is that brand

identity denotes to how the brand holder desires the brand to be accepted, and

brand image is how clients see the brand.

Brand image in a real estate set up can comprise of characters, aids,

ideals, diversity, and temperament; it can be understood as everything the

brand owner wants the clients’ to subordinate with the brand (Pate, 2017).

Swan et. al. (2017) explained that brand identity is what the trademark stands

for, what provides it value, and what makes it exceptional; it is the brand’s

impression. Jevons (2016) highlights that brand identity is to be realized as the

basis for a brand and that it should replicate the brand’s essential principles.

Brand identity comprises features such as image, goal, and idea of diversity,

standards and symbol of gratitude. Aaker (2016) delivers another aspect of

brand identity and clarifies how it can be equal to the fundamentals of the real

estate but also how it can be stretched to embrace significance adding

standpoints. The brand image represents the rudimentary features that will be
passed on with the brand over time. However, he further claims that brand

identity should not be measured motionless, but should be exposed to

modification if required. It should replicate its anticipated connotations, but also

its lasting potentials and aids, protuberant or not. According to Aaker (2016),

physical equipment and facilities were mainly trademarks of one’s real estate

brand image. It really captured the visual attraction of the clients the reason

why there will appreciate and enroll in a particular real estate. When they see

any collaterals or brochures which markets the real estate, they visually

appreciate the institution based on the appearance of employees and

particularly the actual presence of the facilities.

The brand image in real estate involves two parts; the central character

and the prolonged distinctiveness (Brown et. al., 2016). The central character is

extremely significant for both the significance and accomplishment of the

brand. It is the brand’s depth and should include the basics making the brand

appreciated and exclusive. The central character of a resilient brand remains

unaffected over time, irrespective of variations in the brand positioning and

statement approaches. The prolonged distinctiveness is fewer determined to

modification; it can and should be altered. It should be documented though,

that just because it can be altered it is not of less significant for the brand than

the central character. The prolonged distinctiveness covers the brand behavior,

which enhances on the particulars revealing what the brand stand for, and

offers the brand with texture and wholeness. The Identity Structure Model
brought forward by Bansal et. al. (2016) is introduced in order to provide two

different dimensions of brand image of a real estate.

The brand image in real estate can be clarified as how the clients

observe the brand. It is significant on how clients make their selections after

getting data about the specific brand and choices (Alessendri, 2013). Brand

image in real estate is shaped through three varied inductive procedures:

marketing communication, consumption experience and social influence. Due

to increased competitions of real estate, it becomes interesting for vendors to

uphold a resilient connection between the clients and the brand (Bruyn et. al.,

2017).

For a real estate to be able to produce solid brand despite the spoken

difficulties, the brand identity and brand image needs to be combined, in order

to figure a lifelong connection between the brand and the clients (Chapleo,

2010). Davis (2017) explained that the brand vendor should struggle to make

the brand image reflecting the brand identity. If the brand image and brand

identity are not consistent it suggests that there is an issue and that the real

estate need to deliberate and correct it. It is vital to recognize any problem

between the two and close it by participating them. Failure to do this effectively

could cause a major hindrance for the real estate in their marketplace and

upset the brand in a way that might be hard to restore; for example losing their

faithful clients. (Cornelissen et. al., 2017).

If a brand agonizes from deprived brand image and frail brand identity it

is considered a ‘Lame horse’, which will encounter disappointment in the

marketplace (Davis, 2017). The school might need to return to their starting

point and find alternatives in the way they communicate their brand identity, in

order for brand identity as well as brand image to be strong.

An outstanding brand image but a frail brand identity results in the brand

being a ‘Dark horse’. The ‘Dark horse’ has receipt and possible but needs to

interconnect broadly with the clients, misusing their outstanding brand image in

order to get free of the frail brand identity (De Chernatony, 2012). A brand with

resilient brand identity but a poor brand image is referred to as a ‘Blind horse’.

This is not a promising spot for long-run existence and achievement (Dobson,

2010). The real estate needs to further interconnect the brand identity in order

to build trustworthiness in the minds of their clients; they need to create trust. If

a brand has exceptional brand image and solid brand identity it is a ‘Jackpot’.

Here, a high level of trust exists between the clients and the real estate

organization (Dobson, 2010). Therefore, a real estate that is considered to be a

‘Jackpot’ has countless probable to magnificently increase, in terms of for

example service and product variety and diversity. Hence, the emphasis should

be placed on keeping and firming their brand point. (Sobel, 2012)

Brand image reflects clients’ insights of a brand’s features and can be

resolute by their relations. The image refers to the way in which clients’

understand all of the indications coming from the services and message

concealed by the brand. Brand images needs to transmit its service into its

unique positioning and benefits. (Fornel and Larcker, 2010). A constructive and

renowned image is an advantage to all real estate because the image is a

influential acquisition influencer that affects the clients’ perception of the real

estate and its statement. A brand has numerous brand images. First is to look

for the image which is prevailing and include it into communication. (Robertson,

2016) Brand image has four purposes; brand image connects prospects, it

influences the awareness of a real estate undertakings, brand image is a result

of clients’ involvements as well as their outlooks and it touches the real estate

within. (Flowerdew, 2014)

Brand image interconnects opportunities through marketing promotions

such as advertisement, individual sales and word-of-mouth announcement.

This way image straightly moves market communication. An affirmative image

makes it easier for real estate to connect more competently and makes the

clients more vulnerable to constructive word-of mouth. (Wirtz and Chew, 2012).

Brand image effects the awareness of a real estate’s activities through practical

and useful quality. If the image is respectable, irregular difficulties become

fewer significant and the image functions as a fortification. But this defense can

have a conflicting result. When the image is undesirable an increasing

disappointment occurs among the clients. When clients make outlooks and

knowledge practical and useful quality the qualified quality may alter the image.

(Jarvis, 2011) If the knowledgeable quality is equal to the image, or surpasses

it, the image will be reinforced or enhanced. But if the real estate does not

prosper to bring the experienced image the effect will be the contradictory. If the

image is unclear it will gain decipherability through clients’ experiences.

(Eriksson et. al., 2010)

 When the image is uncertain it affects clients’ attitudes towards the real

estate and the whole real estate organization. This can lead to an undesirable

impression on clients’ choice of real estate and their involvement which affects

quality and their association with the other clients. A constructive and intelligible

image will fortify clients’ positive attitudes for their real estate. Image is created

on the basis of two variables, individual and unintended understandings. The

real estate should be consistent enough when they deal with clients, they

should do what they say, stick faithfully with what is executed or enforced and

tell precise information at all times (Baron and Kenny, 2016)

The most important aspect of the brand image trap is that there is a

clear difference between a brand image and a brand identity and they have to

be distinguished from one another. A brand image means the public’s

conception of the brand, or in other words, how clients and the public perceive

the brand. A brand image can provide useful and important information when a

company is developing a brand identity. (Baker and Balmer, 2013)

According to Balmer (2013), brand image is a combining look that has a

numerous connotation. There is a difference between business identity and

community affirming that structural identity is a scheme of common sense while

social identity refers to assumed information. As for brand image, it is seen

equal to a projected image of a real estate organization. Its focus is mainly on

peripheral, figurative proportions of image. Social image, on the other hand, is

defined as connecting a rational structure and core identity processes of

individuals within an organization, and organizational identity as a combination

of internal and external aspects of identity.

Business identity and brand is been examining its qualities in profitable

organization, but Chapleo (2010) says that in terms of higher education there

has been a inadequate housing consideration in business. Pinar et al. (2011)

stated that in order to make tougher outline, branding effort should not be

incomplete to clients product only. This study was supported by Balmer and

Gray (2013) and de Chernatony (2012) saying that business level brand will

also accessible even to non-marketable organization.

According to Balmer and Gray (2013), the necessity for business

branding might not be very resilient including universities and not just for the

public sector only, it most certainly is. Curtis et al. (2010) give highlight into the

importance of brand and distinguishing identity in higher real estate, in fact as

to them imperceptibility and inseparability plays crucial in the field of real estate

service. Bulotaite (2013) suggests that in terms of intricacy, real estates must

have the distinguishing like this and it can be shorten by the help of labeling.

This is supported by Jevons (2016) who upholds that for the advantage of

current and prospective clients and staff, real estate should progress

evocatively distinguished brands to connect their assets.

Branding real estate can be combined into a broader inclination of

marketing and branding entities that are non-viable by their very nature

(Fairclough 2010). Fairclough (2010) notes a deep alteration in public services

and institutions: they have begun to look like merchandises. Along with this
change, public institutions such as real estate have stimulated closer to the

frugality. As a result, advertising dialogue has been settling community spheres

which were previously unconnected to the economy. During the previous

periods, branding research has observed a cumulative quantity of researches

focusing on branding such entities as countries, regions, cities and public

institutions (Balmer and Gray 2013). Fairclough (2012) believes that the current

changes affecting higher real estate are a typical example of the processes of

marketization in the public sector.

As a part of this change, branding has become a planned administrative

question for real estate. The massive number of real estates are opposing for

the same clients, and the marketization may be regarded even essential for the

institutions to indorse their programs. (Osman 2010) According to Argenti

(2010), the noble thing in all real estates that having a good brand is that it can

lessen disaster and can entice best clients. Bulotaite (2013) believes that real

estate brands really have the probable to create solider moods than most

brands. The key to success in this, as Bulotaite (2013) suggests, is to make an

“exclusive outgoing identity”.

Among the features that have inclined real estate branding are the real

estate positions which have recently become a distinct instrument for enticing

clients (Bunzel 2017). Commercial real estate positions have increased an

important position among the real estate, and top rankings are readily working

when marketing real estate to potential clients. As highlighted by Argenti

(2010), positions have affected business real estate and their advertising

positioning more than any other trade.

According to Wolverton (2016), variation of a real estate organization

has to do with how real estate classify themselves and the spectators they

select to serve. Real estate should be responsive enough when it comes to

client apprehensions and inquiry because it will let the clients feel that they are

in the center of the real estate’s program and social service at all times,

regardless of the client’s status in real estate. Brand image investors involve

distinct electorates in the real estate setting. (Melewar and Akel, 2016)

The investor groups may, however, hold diverse levels of significance for

a real estate. As investigation and real estate may be considered the basic

responsibilities of a real estate, clients are without doubt among the most vital

participants. Pinar et al. (2011) regard the client knowledge involvement as the

dynamic force for all worth formation systems in real estate branding, and

therefore, clients are seen as the most important electorate of a real estate.

As Hatch and Schultz (2013) highlight, business branding significantly

concerns the value of acceptance. In order for the clients to feel that they

belong to group, the real estate must always assure and convince them that all

the real estate’s organizational activities will put them in the center of their

service. According to Balmer and Liao (2013), it can offer a life-long

involvement of clients in a real estate. Furthermore, a resilient business brand

is likely to offer staffs with identification to the business philosophy and

standards. The role of staffs in delivering the brand values to various investors
is therefore vital, and several studies stress the significance of core branding

and employees’ commitment in the branding progression. (Whisman, 2010)

Brands in the real estate setting have features of both creation and

business branding. As Pinar et al. (2011) suggest, a real estate might be

understood providing clients with a variety of informative products and services.

Following this, clients may be regarded as clienteles whose involvement is in

the core of the branding (Pinar et al. 2011). Other studies, on the contrary, see

the real estate name and values connected at the corporate level the most

defining aspect of fascination towards a real estate. With this, real estate brand

is not just only upon positioning of the clients but also by handling the whole

institution. In addition, (Whisman, 2010) the real estate attitude forgot to look

the whole standing and alteration of business level branding strategy.

Student Satisfaction

Oliver’s (2017) views that “satisfaction is the emotional reaction following

a disconfirmation experience”. Levine (2017) states that “satisfaction is a

psychological experience of a consumer after confirmation-disconfirmation of

expectations of a specific transaction”.

Pate (2017) discussed that real estate clients’ satisfaction with real

estate will impact their purpose to endorse the real estate to others and their

intent to have progressive housing in the same real estate. When clients

assess satisfaction, they will reflect on their involvement in real estate. Real

estate can examine and develop their service quality according to the inquiry
outcomes. Real estates are institutions, and effective real estate should

accomplish their housing purposes. At the stage of real estate, they should

appropriately increase their real estate or housing excellence, value the

instructional development, correctly use concrete properties, create

comprehensive housing program preparation and increase the clients’

knowledge awareness. When the advancement of real estate instructional

quality matches the clients’, the clients’ prospective and effectiveness will be

shown. Clients who easily find a job will be refined, and this will improve the

clients’ satisfaction with the real estate. Davis and Ellison (2017) recommended

that if clients are acquainted with the real estate, including housing

understanding, amenities and facilities, their satisfaction with the real estate will

rise. Therefore, clients can observe the real estate and reassess the service

content of the real estate.

Gelb and Sundaram (2012) propose that satisfaction can be either

precise for a portion of a procedure or whole for the entire real estate

institution. Satisfaction can be conveyed through commendations or

faithfulness to the service provider. In the extreme clients will express

disappointment by swapping to the opponents. The main explanation why a

client would want to shift is the disappointment of the fundamental service

provided or social concerns like hard-hearted staffs.

Gruen et.al. (2016) said that “Client satisfaction is usually recognized as

a temporary outlook causing from an assessment of a clients’ instructive

involvement. Client satisfaction fallouts when definite presentation encounters

or surpasses the clients’ prospects.” The two descriptions between client

satisfaction in general and client gratification are very parallel because they

refer to immediate nature of specific operations or proceedings. (Hemsley-

Brown & Goonawardana, 2017)

Client satisfaction is significant because it has result on economic

presentation of a business as shown by some researches of economic services

that specified that there was a constructive connection between the amount or

proportion of corporate done with a client and that clients’ satisfaction (Hu &

Bentler, 2015). Most professionals approve that there is a connection between

service quality and client satisfaction but they do not approve on the course of

the association as some propose that service quality comes beforehand

satisfaction while others say it is the other way (Jöreskog & Sörbom, 2012).

Service quality is among the elements that regulate client satisfaction and client

satisfaction can lead to client trustworthiness (Hemsley-Brown &

Goonawardana, 2017). Client trustworthiness has a constructive impression on

the economic presentation of a business (Richins, 2017). This can occur

because of recommendations and improved trade from current clienteles.

Evans (2011) quotes an instance of one US real estate where the application of

excellent programs results to better client satisfaction. As a result, 90% of the

clients said that they are willing to be very loyal to the real estate if the said

institution will continue to offer positive and satisfying services.

According to Bateson and Hoffman (2014), most professionals approve

that client satisfaction is a temporary operation that has precise portion while
service quality is a behavior shaped over a long term assessment of

performance. Elliott & Healy (2011) describe client satisfaction as temporary

outlook that leads to the assessment of a client’s scholastic involvement. There

is not much difference between the two terms because the client is just another

kind of customer who is a consumer of the housing service and therefore most

of the literature on service marketing will apply.

There is a general agreement among experts that there is a connection

between service quality and client satisfaction but what is not clearly explained

is the course of this connection like Parasuraman et al. (2010) says that service

quality comes before client satisfaction. On the contrary according to Biggs

(2011) customer satisfaction comes before service quality. Some recent studies

in this area have also reinforced the opinion that service quality leads to client

satisfaction. A study carried out by Spreng et. al., (2013) showed that the five

scopes of service quality have an outcome on level of client satisfaction.

Additional research was done in United Arab Emirates on branch real estate of

some international real estate found that qualified lecturers, technology and

other resources had an effect on client satisfaction (Wiers et.al., 2012).

However, client satisfaction levels seemed to vary with nationalities and

programs. The researchers explained that this could probably be because of

the different cultures and backgrounds that the clients come from. They

therefore recommended additional investigation in other portions of the world

as their assumptions could not be comprehensive.

 Real estate is one of the significant factor of growing economy. Higher

real estate viable marketplace is increased and that is why it is important to

increase also the client satisfaction to attract and retain high achievers. They

can help to uplift the reputation of any real estate and that is if the clients are

satisfied. It is essential to describe the idea of satisfaction and especially client

satisfaction. Wiers-Jenssen, Stensaker and Grogaard (2012) discussed that

client satisfaction is by means of evaluation of all of the services that the real

estate will offer. Due to recurrent collaboration, the client satisfaction in real

estate is repeatedly varying concept (Elliott and Shin, 2012). It is an active

procedure that needs perfect and operative accomplishment as an outcome of

a real estate attending to its clients. Client satisfaction is a multifaceted concept

subjective by a selection of features of clients and institutions (Thomas and

Galambos, 2014). Client satisfaction is a total answer not only to the knowledge

involvement of a client. (WiersJenssen et al. 2012).

The literature on client satisfaction and their awareness of the real estate

involvement is very intricate. Opinions of the writers on the idea of client

satisfaction is fairly varied. Each writer has their own viewpoint about the needs

of clients in the real estate. Some writers maintain the so called “administrative

height” of client satisfaction. The real estate is an initiative and the clients are

the heart of the program and service. In order to please clients, the client

attitude should be functional in the real estate.

The most provocative opinion is that of clients being a client of the real

estate, due to the fact that real estates are becoming more commercial-like. Hill
(2015) proposes that the main clients of the real estate are the working people,

and so real estate is progressively distinguishing that it is a service

productiveness and is placing better importance on accomplishing the

prospects and desires of clients. One thing that helps in any real estate to

adjust the client’s needs is to give priority to their satisfaction by means of

creating a system that monitors if the real estate meets client’s needs. (Elliott

and Shin, 2012). Furthermore some researcher said that in order for the real

estate to become effective they need to translate in a relationship level. (Helfert

et al. 2012). Seymour (2013) discussed that the main objective of real estate is

to make their clients happy and satisfied. Therefore, concentrating on

improving the client satisfaction at real estate is vital in emerging client value.

Clients can be observed as clients of the real estate. Thus, it is significant for

the real estate to concentrate on its clients, and to give their prospects by

giving excellent housing program. Lincoln (2015) finished a research and

discussed some issues that would entice clients. These included real estate

tangibles and project support as some of the important features for client

satisfaction. Real estate institutions can fascinate clients by presenting state-of-

the-art facilities. Clients devote a substantial portion of their time using these

facilities, thus giving possible chances to inspire client satisfaction.

Haque et al. (2011) brings out some features that offer by the real estate

that somehow affects the satisfaction of the clients. Example of this are

facilities, quality of service, space for group discussion and etc. According to

Spreng (2013) most previous fulfilment study has not comprised presentation
as a straight originator of satisfaction. Service presentation has developed a

vital concept in promotion study. (Mont and Plepys 2013) said that tangible and

intangible attributes depend on subject measurement. The insubstantial nature

of real estate makes it hard for clients to efficiently assess issues such as the

quality of housing, as well as the quality of client service.

In the article “Client satisfaction and quality of service in Italian real

estate”, Petruzzellis, D‟Uggento, Romanazzi (2016) observed clients as clients

of real estate and made the assumption that real estate need to accept a client

centric methodology. They examined mutual aspects such as: lecture halls,

equipment, leisure activities, internet access. Clients have progressively started

to perceive themselves as patrons or clients of a service association, and

related with this is the great prospects of principles and competence from the

real estate organizations. Consequently, client satisfaction is gradually

significant. Rarely, prospects of global clients are not encountered by real

estate (East 2011), which may have fascinated these clients by exaggerated

and enthusiastic marketing procedures. Bless et. al. (2015) initiated that

absence of satisfaction was related with inferior version in global clients. They

propose that the variance between prospects and involvements is related with

total alteration: the larger the inconsistencies, the inferior the mental and socio-

cultural variation. Study displays that global clients have inferior insights of

services offered by their real estate than their national complements (Sherry,

Bhat, Beaver, and Ling 2014).

 Client satisfaction is a multifaceted concept with numerous antecedent

and that is why some authors address several perspectives but this is not the

same in the actual client satisfaction model. (Elliott and Shin 2012). Bless et. al.

(2015) expresses a client addition philosophy of perseverance or retaining built

on the associations between client and real estate organizations. He contends

that retaining clients involves two obligations on the part of the client. It is

significant to match the clients’ inspiration and real estate capability and the

housing capacity to meet the client prospects (Kara and De Shields 2014).

To hold the difficulty of the knowledge involvement, it is significant to

appreciate the aspects that donate to client satisfaction. For many clients, “the

method of studying not only signifies attainment of definite skills and academic

awareness; it is also connected to individual development and community

progress (Wiers-Jenssen et al. 2012). By rotating the emphasis to the program

content, the issue on quality will be one of top significance (Scott 2010).

According to Elliott and Shin (2012) “a real estate output is more than its

housing program. It is the amount of the client’s educational, societal, bodily,

and even divine undertakings”. Moreover, satisfaction is definitely inclined when

there is constructive insight of the quality (Anderson, Fornell and Lehmann

2014). Finaly-Neumann (2014) determines that main forecasters of instructional

satisfaction include clearness of instructional responsibilities, instructor

response and uniqueness of instructional tasks. Biggs (2011) state that by

focusing in high quality housing program and when the real estate provides the
service that meets the expectation of the clients the high satisfaction can be

gain.

Wiers-Jenssen et al. (2012) highlight that there are some details to be

careful when applying the satisfaction method in real estate. Due to the real

estate conversation, satisfaction is explained in altered ways: moods and

feelings are not totally taken into explanation as variables in the satisfaction

service (Wirtz and Chew 2012). There is a variance between organizations and

subject-fields concerning the most important client satisfaction factors (Wiers-

Jenssen et al. 2012). In other words, clients “need involvement with the product

to regulate how satisfied they are with it; and it is founded not only on present

involvement but also all previous experience, as well as upcoming or expected

experiences” (Anderson, Fornell and Lehmann, 2014). Wiers-Jenssen, 2012)

proclaim the quality of real estate support facilities is very significant in attaining

clients’ satisfaction.

Related Studies

According to Simon (2015), clients who report that they were satisfied

with their availed housing program, are also likely to report that they achieved

their main objective for housing. As well, they are likely to say their housing

secured them and their family. These items, combined into a single measure of

satisfaction, align well with other measures of a successful real estate

experience.
 In the study of Mateo (2015), analysis of the ratings given to programs

and other aspects of the real estate experience showed that satisfaction with

housing content, organization, and relevance—is a critical dimension of former

clients’ overall satisfaction. Providing clients with a housing service and

program that achieves high approval ratings should promote high satisfaction

ratings. Further, focusing on high quality real estate and creating opportunities

for clients to have a safe and secured homes could also help institutions to

maintain high levels of client satisfaction.

Burgos (2015) reiterated in his study that a good part of clients’

expression of satisfaction is related to factors other than the real estate

experience itself; there are demographic characteristics and outcomes that can

influence satisfaction levels. Although factors are outside the direct control of

real estate institutions, using them in the analysis contributes to an

understanding of what makes client satisfied.

Benepayo (2014) said that client satisfaction is positively associated with

program completion rates. Clients who reported higher levels of satisfaction

tended to have higher engagement and were more likely to have completed

their program than clients who were less satisfied. These findings are similar

regardless of gender, age, program, or location of institution.

According to Adolfo (2012), certain characteristics of clients were

associated with a high degree of reported satisfaction; for example, females

and older clients tended to report somewhat higher levels. The more
satisfaction a client can experience to an organization, the more it promotes its

corporate brand.

Synthesis

These related studies can help the researcher’s study the brand image

and customer satisfaction of the New APEC Homes so as to derive in an action

plan that will enhance the admin and marketing strategies of the institution..

First theme is Customer Satisfaction, second is Examining Brand Image and

Customer Satisfaction. Clients were satisfied if their availed housing program is

offering great real estate quality and facilities.

The related studies of Simon, Mateo, Burgos, Benepayo and Adolfo

were all similar to the present study since it talked about customer satisfaction

and brand image in terms of housing or real estate quality and facilities.

However, having emphasized the similarities of their studies to the

present, their works were found to be different in terms of respondent’s locale,

the methods used and the procedure in conducting the study.

 CHAPTER III

RESEARCH METHODOLOGY

This chapter presents the method of research, population, sample size,

and sampling technique, description of respondents, research instrument, data-

gathering procedure, and statistical treatment of data adapted by the

researcher to meet the demands of the study.

Research Design
 This study will aim to determine the Brand Image and Customer

Satisfaction of the New APEC Homes: Basis for Admin and Marketing Strategy.

The researcher will utilize the descriptive method of the study that could

describe data and characteristics about the population or the phenomenon

being studied. The researcher will also utilize the descriptive method of

research because it is the most appropriate method to determine the significant

relationship between the responses of the chosen respondents and its

significant relationship between the brand image and customer satisfaction

when grouped into profile variables. The researcher will use a self-constructed

and adopted questionnaire as her data gathering instrument to secure

information needed for the study.

According to Adeva (2010), descriptive-correlational method of research

aims to measure a relationship between two or more variables. The goal of

descriptive-correlational method of research is to identify predictive

relationships by using correlations or more sophisticated statistical techniques.

Sampling Procedure

This study will use convenient sampling technique since the information

or the data needed in the study will be very much accessible and convenient for

the researcher considering the location or venue of the study. Convenience

sampling is a non-probability sampling technique where subjects are selected

because of their convenient accessibility and proximity to the researchers.

 The subjects are selected just because they are easiest to recruit for the

study and the researcher will not consider selecting subjects that are

representative of the entire population. In all forms of research, it would be

ideal to test the entire population, but in most cases, the population is just too

large that it is impossible to include every individual. This is the reason why

most researchers rely on sampling techniques like convenience sampling, the

most common of all sampling techniques. Many researchers prefer this

sampling technique because it is fast, inexpensive, easy and the subjects are

readily available (Bermudo.et al, 2010).

Respondents of the Study

The respondents of the study will be the residents of the New APEC

Home who has availed any housing program of the aforementioned company.

The respondents will be both male and female, age 18 years old and above.

Their educational attainment including their employment will also be discussed

and given emphasized in the current study.

Research Tools and Instrument

 The researcher will use three main data gathering instruments:

Part 1 will be based on the self-made questionnaire made by the

researcher. It will contain the profile of the respondents which includes the age,

gender, educational level and employment profile of the respondents.

Part 2 was a standardized questionnaire by Parasuraman as cited by

Qadri UA (2015) Measuring Service Quality Expectation and Perception using

servqual, which deals with opinions of residents of housing or real estate

programs. Respondents will show the extent to which they think real estate

should possess the features which they will be expecting from a real estate.

Part 3 will be a standardized questionnaire which deals with current

client’s perception regarding customer satisfaction with regards to the overall

service which their real estae is giving them.

Data Gathering Procedure

After the approval of the topic, the researcher will decide to finally work

on it. He will start look for materials vital for the exploration of the topic.

To be able to construct the questionnaire, the researcher will browse the

internet and will read books, previous researches and journals. After obtaining

the needed information, he will start to form the questionnaire. Validation will

come subsequently.
 The researcher will personally administer and retrieve the filled-up

questionnaires. Tabulation of scores and the results will be given the proper

statistical treatment.

Data Analysis and Presentation

Descriptive statistics will be used in describing the profiles of

respondents. The data will be shown in frequency tables: scale 1.00- 1.49 –

disagree; scale 1.50-2.49 – somewhat disagree; scale 2.50- 3.49 – somewhat

agree, and; scale 3.50-4.00 – agree.

Composite mean will be used to compute the weighted mean of the

gathered data.

Statistical Treatment Data

The researcher tallied, tabulated, encoded and analyzed the

result using the following tools: Frequency Distribution and Percentage,

Weighted Mean, T-Test and ANOVA. The researcher also used the following

Likert Scale:

Scale Verbal Interpretation

4 Strongly Agree
3 Agree
 2 Disagree
1 Strongly Disagree

SURVEY QUESTIONNAIRE

Name (Optional): ________________________________________________

PART 1 - Profile of the Respondents

Direction: Kindly put a check on the answer that correspond to your answer.

Age:
( ) 18 years old and below
( ) 19 - 21 years old
( ) 22 - 24 years old
( ) 25 years old - above
Gender:
( ) Male
( ) Female

Educational Attainment
( ) Elementary
( ) High School
( ) Vocational
( ) College Undergraduate
( ) College Graduate
( ) Masters Degree
( ) Doctorate Degree

Employment Profile

( ) employed locally ( ) in between jobs/unemployed

( ) employed overseas/OFW
( ) retired
( ) entrepreneur

Part II - Perceptions of the Respondents in Terms of Brand Image Factors

Scale Verbal Interpretation

 4 Strongly Agree
3 Agree
2 Disagree
1 Strongly Disagree

Tangibles 4 3 2 1
1. The New APEC Homes
will have modern
looking equipment.
2. The physical facilities at
The New APEC Homes
will be visually
appealing.
3. Employees at The New
APEC Homes will be
neat in their
appearance.
4. Materials associated
with the service
(pamphlets or
statements) will be
visually appealing at
The New APEC Homes.
Reliability
1. When The New APEC
Homes promise to do
something by a certain
time, they do.
2. When a customer has a
problem, The New
APEC Homes will
show a sincere interest
in solving it.
3. The New APEC Homes
will perform the service
right the first time.
4. The New APEC Homes
will provide the service
at the time they
promise to do so.
5. The New APEC Homes
will insist on error free
records.
 Responsiveness
1. The employees of The
New APEC Homes will
understand the specific
needs of their
customers.
2. Employees of The New
APEC Homes will give
prompt service to
customers.
3. Employees of The New
APEC Homes will
always be willing to
help customers.
4. Employees of The New
APEC Homes will never
be too busy to respond
to customers' requests.
Assurance
1. The behavior of
employees in The New
APEC Homes will instill
confidence in
customers
2. Customers of The New
APEC Homes will feel
safe in transactions.
3. Employees of The New
APEC Homes will be
consistently courteous
with customers.
4. Employees of The New
APEC Homes will have
the knowledge to
answer customers'
questions.
Empathy
1. The New APEC Homes
will give customers
individual attention.
2. The New APEC Homes
will have operating
hours convenient to all
their customers.
3. The New APEC Homes
 will have employees
who give customers
personal service.
4. The New APEC Homes
will have their
customers' best interest
at heart.
5. The employees of The
New APEC Homes will
understand the specific
needs of their
customers.

Part III - Perceptions of the Respondents in Terms of Customer

Satisfaction Factors

Tangibles 4 3 2 1
1. The New APEC Homes
has modern equipment.
2. The physical facilities in
The New APEC Homes
will be visually
appealing.
3. Employees at The New
APEC Homes are neat
in their appearance.
4. Materials associated
with The New APEC
Homes (pamphlets or
statements) are visually
appealing.
Reliability
1. When The New APEC
Homes promised to do
something by a certain
time, they do.
2. When a customer has a
problem, The New
APEC Homes shows a
sincere interest in
 solving it.
3. The New APEC Homes
performs the service
right the first time.
4. The New APEC Homes
provides the service at
the time they promise
to do so.
5. The New APEC Homes
promotes an error free
records.
Responsiveness
1. The employees in The
New APEC Homes tells
customer exactly when
services will be
performed.
2. Employees in The New
APEC Homes give
prompt service to
customers.
3. Employees in The New
APEC Homes are
always willing to help
customers.
4. Employees in The New
APEC Homes are never
be too busy to respond
to customers' requests.
Assurance
1. The behavior of
employees in The New
APEC Homes instill
confidence in
customers
2. Customers in The New
APEC Homes are safe
in transactions.
3. Employees in The New
APEC Homes are
consistently courteous
with customers.
4. Employees in The New
APEC Homes have the
knowledge to answer
 customers' questions.
Empathy
1. The New APEC Homes
gives customers
individual attention.
2. The New APEC Homes
has operating hours
convenient to all
customers.
3. The New APEC Homes
has employees who give
customers personal
service.
4. The New APEC Homes
has their customers'
best interest at heart.
5. The employees in The
New APEC Homes
understand the specific
needs of their
customers.
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Unpublished Thesis

Adolfo, Salvador D. (2012) Effects of Brand Image, Customer Satisfaction to

the Livelihood Activities in the City of Calamba. Unpublished Thesis,

Graduate School, University of the Philippines, Manila, Philippines

Benepayo, Sharon G. (2014) Brand Image, Customer Satisfaction Towards

Successful Business Career. Unpublished Thesis, Graduate School,

Adamson University, Manila, Philippines

Burgos, Lirio N. (2015) Brand Image, Customer Satisfaction and Employee

Efforts Towards Business Success. Unpublished Thesis, Graduate

School, University of the Philippines, Manila, Philippines

Mateo, Justine. (2015) Brand Image, Customer Satisfaction: Impact to

Company’s Marketing Planning and Strategies. Unpublished Thesis,

Graduate School, University of the Philippines, Manila, Philippines

Simon, Mary Claire U. (2015) Brand Image, Customer Satisfaction and

Acknowledgement: Impact to Employee Performance. Unpublished

Thesis, Graduate School, Adamson University, Manila, Philippines