The Impact of Customer Relationship Management on Local

Eateries Performance in Matina, Davao City

Name of Members:
Raiza Tabon
Jan Michael Sangurampa
Daniel Aloyon
Nick Cuaton
Pauline Compoc
Lovely Joy Rosales

Grade 11 - Xenon
Mach 2025

Partial Fulfilment of the Requirements in Practical Research 1

CHAPTER 3

RESEARCH DESIGN
 This research will employ a Phenomenological Approach to investigate local

restaurant owners/managers in Matina, Davao City, on how they practice CRM.

Phenomenology is well-suited as it aims at knowing participants’ personal experiences and

perceptions, consistent with the objective of the research to reveal the effect of CRM on

business performance. Phenomenology allows for a deep exploration of how CRM strategies

are experienced and implemented by small business owners/managers in their unique

contexts. This approach is suitable because it emphasizes subjective experiences and

provides rich insights into the challenges and successes associated with CRM and the study

will aim to generate a detailed understanding of the essence of CRM practices as perceived

by local eatery owners/managers. The findings will provide actionable insights into how CRM

influences customer loyalty and business performance in small food establishments.

RESEARCH ENVIRONMENT

The study will be conducted in Matina, Davao City, focusing on small to medium-

sized food establishments such as carinderias, casual dining spots, and family-owned

restaurants. These eateries provide an ideal setting for the research, as they depend on

customer relationship management (CRM) practices to maintain customer loyalty and

sustain their business operations.

The selected eateries will be located in accessible areas within Matina to ensure

convenience for both the researcher and participants. The research environment will include

dining areas, service counters, and kitchen spaces, where direct interactions between
employees and customers take place. Observations will be conducted in these settings to

assess how CRM strategies are applied in real-time.

Additionally, the study will take into account the social and economic context of

these establishments, considering factors such as customer demographics, market

competition, and service culture, which influence CRM practices. By immersing in the natural

work environment of these eateries, the study aims to capture genuine and meaningful

insights into the daily experiences of owners, managers, employees, and customers.

RESEARCH SAMPLES AND SAMPLING PROCEDURE

The sample for this study will include local eateries in Matina, Davao City, specifically

small to medium-sized food establishments such as carinderias, casual dining spots, and

family-owned restaurants. The researcher will select at least two eateries based on their

accessibility and willingness to participate. The study will involve employees who interact

directly with customers, including wait staff, managers, and customer service

representatives. Owners may also be included in the study if possible, to provide insight into

the overall business operations. Customers who frequent these eateries will also form part

of the sample, with feedback being gathered through informal conversations or short

surveys. The selection will be based on convenience sampling, considering the practicality of

access to participants and their willingness to engage in the study.

The research procedure will begin with the Identification and selection of two local

eateries in Matina, Davao City. After securing permission from the business owners, the

researcher will conduct semi-structured interviews with employees and owners (if possible),

focusing on their customer relationship practices and strategies. Observations will be made
regarding the interactions between employees and customers, with particular attention to

service quality and customer engagement. Customer feedback will be gathered through

informal conversations or brief surveys to understand their perceptions of the eatery’s

customer service. The qualitative data from the interviews, observations, and customer

feedback will be analyzed using thematic analysis to identify recurring themes and patterns.

The analysis will focus on how these customer relationship practices impact customer

satisfaction and business performance, with a final report summarizing the findings.

RESEARCH INSTRUMENTS

The research will utilize several instruments to gather qualitative data effectively.

First, a semi-structured interview guide will be used to explore the customer relationship

management (CRM) practices of eatery owners, managers, and employees. This guide will

include open-ended questions focusing on customer engagement strategies, service quality,

and challenges in maintaining customer relationships. Interviews will be recorded with the

consent of participants for transcription and analysis.

Second, an observation checklist will be employed to document employee-customer

interactions. This checklist will focus on key aspects such as greeting practices, complaint

handling, employee attentiveness, and overall service atmosphere. The observations will

help assess how CRM strategies are implemented in real-time.

Additionally, a customer feedback survey will be conducted to gather insights from

customers regarding their experiences. This short survey will include a mix of Likert-scale

and open-ended questions covering aspects such as staff friendliness, service efficiency, and

overall satisfaction with the dining experience

reflections, and emerging themes throughout the study. These notes will provide additional

context and help in identifying patterns related to CRM practices and their impact on

customer satisfaction and business performance.

RESEARCH GATHERING PROCEDURE

 The target population for this study consists of carinderias (small, independently

owned eateries serving home-style Filipino food) located within the geographic

boundaries of Matina, Davao City.

 We will be handing out questioners to the respondents. Example Questions: "On a

scale of 1 (Not at all Important) to 5 (Extremely Important), how important is word-

of-mouth referrals' to the success of your carinderia? (1 2 3 4 5)". We would also be

interviewing our respondents. Example Question: Can you describe any specific ways

you try to remember and cater to the regular customers' preferred dishes or orders?,

If available, we would also review the carinderia's Facebook page or other social

media presence to observe how they interact with customers online and respond to

reviews or comments.

 The initial contact with the carinderia owner will be made via telephone, followed by

an in-person visit to explain the research and obtain informed consent. The

questionnaire will be administered in-person at the carinderia, during a time that is

least disruptive to their business operations. Interviews will be conducted in Tagalog

or Bisaya, depending on the preference of the carinderia owner, to ensure clear

communication.
  The informed consent form will be translated into Bisaya to ensure all participants

fully understand the purpose of the research, their rights, and how their data will be

used.

 Data collection, including questionnaire administration and interviews, will be

completed within a 4-week period.

PLANS FOR DATA ANALYSIS

 Cleaning the Data: If some eateries didn't answer a question about customer

satisfaction, we'll fill in the blanks with the average score from the eateries that did

answer.

 Coding the Data: For the interviews, when people talk about problems they have

with CRM, we'll tag those answers with labels like 'Can't Afford It,' 'Don't Know How,'

or 'Takes Too Much Time.

 We'll see if there's a link between how often eateries post on Facebook and how

much money they make each month.

 We'll read through all the interviews and find the common ways that carinderia

owners talk about what makes customers loyal to their place.

 If we see that eateries with lots of Facebook posts make more money, we'll use what

people said in the interviews to explain why that might be happening (e.g., they use

Facebook to announce daily specials).

 We'll use a program called SPSS to help us with the numbers.

 To find out what CRM things eateries are doing, we'll count how many of them use

loyalty cards, how many use online ordering, etc., and turn that into percentages.
 We'll make a table that shows how things like using social media connect to things

like making more money. We'll use stars to show which connections are strong

stands for Statistical Package for the Social Sciences.