USING LOYALTY PROGRAMS IN BOOSTING THE SALES AMONG
CAFÉS IN PUERTO PRINCESA CITY, PALAWAN
A Research Paper Presented to
The Faculty of Senior High School Department
Accountancy, Business and Management
LifeCollege Incorporated, Puerto Princesa City, Palawan
In Partial Fulfillment of the Requirements for
Research Project
MARICAR M. MATILLANO
LOUISSA MAE O. SIGUE
KASSANDRA LEI M. VIADO
April 2023
APPROVAL SHEET
This thesis entitled “Using Loyalty Programs in Boosting the Sales
among Cafes in Puerto Princesa City, Palawan”, prepared and submitted
by Maricar M. Matillano, Louissa Mae O. Sigue, and Kassandra Lei M.
Viado in partial fulfillment of the requirements for the research project is
recommended for acceptance.
Adviser
PANEL OF EXAMINERS
Accepted and approved in partial fulfillment of the requirements for the
Research Project.
Approved:
MADILYN B. DACO Ph.D.
Principal
ii
ACKNOWLEDGEMENT
The researchers would like to extend our sincere thanks and gratitude
to the following persons who have contributed and supported us in the
fulfillment of this analysis.
To Mr. Daniel Rey Z. Lastrella, Research Adviser, for his patience,
suggestions and constructive criticisms, which meant so much for the
completion of the research paper;
To Mr. Jay Lloyd Rasonable, Research Project teacher, for his
teachings, visions, and guidance which allowed them to conduct this study;
To Ms. Rea M. Alcantara, Teacher in English for Academic Purposes
Program, for making suggestions for the betterment of the research paper;
To the beloved families of the researchers, for their unending financial,
emotional, moral, and spiritual support;
And most of all, the researchers would like to extend wholeheartedly
the gratitude and praise to ever loving and merciful God for touching and
bringing together those people who shared their abundant resources, talents,
skills, time and effort for the completion of the study.
iii
ABSTRACT
This study explores the effectiveness of loyalty programs in boosting
sales, engagement, and customer loyalty among cafes in Puerto Princesa
City, Palawan. Loyalty programs are a marketing strategy that aims to
maintain long-term relationships with customers and increase profitability. The
study aims to determine the loyalty programs used by selected cafes, the
rewards offered by cafes to encourage customer purchase, and the effects of
using loyalty cards in terms of sales, engagement, and customer loyalty.
The study focuses on the parameters under which it operates and
delimits other cafes in Puerto Princesa City that do not apply loyalty
programs. This research paper attempts to explore the effectiveness of loyalty
programs in boosting sales, engagement, and customer loyalty among twenty
five (25) cafes in Puerto Princesa City, Palawan. Through survey
questionnaires with a set of close-ended questions where the respondents
could put their answers on the questions that are related to the statement of
the problem of the study.
The results of this study can help cafe owners benefit from the insights
gained from this study, which can help them create effective loyalty programs
and reward structures that encourage customer purchase and boost
engagement and loyalty. The study is beneficial to them by informing them of
the challenges in this competitive market and helping them develop different
ideas and perspectives to sustain a successful establishment.
iv
TABLE OF CONTENTS
Page
TITLE PAGE
i
APPROVAL PAGE
ii
ACKNOWLEDGEMENTS
iii
ABSTRACT
iv
TABLE OF CONTENTS
v
LIST OF FIGURES
vii
LIST OF TABLES
vii
CHAPTER
I
II
THE PROBLEM AND ITS SETTING
1.1 Background of the Study
1
1.2 Statement of the Problem
3
1.3 Objectives of the Study
3
1.4 Scope and Delimitation
4
1.5 Discussion and Conceptual Framework
4
1.6 Significance of the Study
5
1.7 Definition of Terms
6
REVIEW OF RELATED LITERATURE
2.1 Loyalty Programs Used by Cafes
8
2.1.1 Point-based Loyalty Program
9
2.1.2 Tier-based Loyalty Program
10
2.1.3 Stamp Loyalty Program
11
2.2 Rewards Offered by Cafes to Encourage Customer
12
Purchases
2.3 Effects of Loyalty Programs in terms of Sales
13
2.4 Effects of Loyalty Programs in terms of Engagement
15
2.5 Effects of Loyalty Programs in terms of Customer
16
Loyalty
v
2.6 Perceived Benefits of Loyalty Programs to
16
Consumers
III
IV
2.6.1 Utilitarian Benefits in terms of Loyalty Programs
17
2.6.2 Hedonic Benefits in terms of Loyalty Programs
18
2.6.3 Symbolic Benefits in terms of Loyalty Programs
19
2.7 Benefits of Loyalty Programs to Companies
20
2.7.1 Store Advocacy
20
2.7.2 Personal Referrals
21
2.7.3 Personal Information Sharing
21
2.7.4 Reciprocity
22
2.7.5 Marketing Research Support
22
2.7.6 Increasing Purchases
23
METHODOLOGY
3.1 Research Method
24
3.2 Research Approach
25
3.3 Respondents of the Study
26
3.4 Sampling Method
26
3.5 Research Instrument
27
3.6 Data Gathering Procedure
27
RESULTS AND DISCUSSIONS
4.1 Analysis of Data
V
28
SUMMARY, CONCLUSION, AND RECOMMENDATION
5.1 Summary of Findings
33
5.2 Conclusions
36
5.3 Recommendations
37
BIBLIOGRAPHY
39
APPENDICES
41
CURRICULUM VITAE
47
vi
APPENDICES
A
Request Letter for City Hall
41
B
Consent for Participation in Research Study
42
C
Respondent’s Questionnaire
43
D
Respondent’s Consent Form
45
E
List of Cafes
46
LIST OF FIGURES
Figure
1
Conceptual Framework
4
2
Why Customers Participate in Loyalty Programs
12
3
Company’s Profit
13
4
Consumers that are more likely to stick with a
14
brand that offers loyalty program
5
Customers changing their spending behavior
14
due to rewards
6
Type of Loyalty Program Used by Selected Cafes
30
7
Type of Rewards Offered to Encourage Customer
30
Purchase
LIST OF TABLES
Table
1
Classification of Cafes
29
2
Using Loyalty Programs in Boosting the Sales
31
vii
CHAPTER I
THE PROBLEM AND ITS SETTING
1.1 Background of the Study
In today’s more competitive market, management is no longer focusing
their marketing goal merely on gaining new customers. Loyalty program is
part of marketing strategy which is concerned with maintaining long-term
relationships with customers to increase profitability and it is widely used by
small and big organizations to help predict the future improvement activities.
The loyalty program emphasizes services and products that can be easily
customized and to effectively market the products according to customers’
needs and wants (Karakostas et al., 2005) It is a comprehensive marketing
strategy that uses incentives to reward and encourage customers' loyal
behavior (Leenheer et al., 2007). These programs typically allow customers to
accumulate and redeem free rewards by purchasing repeatedly from a
company (Liu, 2007).Loyalty programs came into existence when companies
realized that the competitive advantage that they once experienced due to
product differentiation no longer holds good due to a proliferation of similar
looking and “me too” products. The number of cafés in the city of Puerto
Princesa, Palawan have been rapidly increasing during 2019 (Liu, 2020).
While beverages are an extremely popular commodity, competition between
local cafés is often fierce. For café owners looking to increase their customer
retention and expand their customer base, there’s no more useful tool than an
effective and well-maintained customer loyalty program. The benefits of
retaining customers have direct impacts on a company's profitability.
According to Frederick F. Reichheld and W. According to Earl Sasser, Jr. 1990
in "Quality Comes to Services", a company's most loyal customers are also its
most profitable. As the loyalty life cycle unfolds, loyal customers can even
become business builders, purchasing more, paying higher prices, and
referring new customers.
Moreover, with the rapid growth of loyalty programs, many questions
rise about the effectiveness of the programs to truly boost a company’s sales.
While it requires a huge amount of money to run the programs, facts indicate
that many organizations have failed to increase customer loyalty through the
implementation of the programs. O’Brien and Jones (2000) urge that in
practice, loyalty programs are widely misunderstood and often misapplied.
Many companies treat loyalty programs as short-term promotional tools for
their customers. As a result, customers become loyal to the programs rather
than to the company.
Finally, the researchers came up with a decision which was to conduct
a study that regards the loyalty programs of cafés. Cafés are widely known as
centers of social interaction in the city of Puerto Princesa, Palawan. The
researchers decided to test the use of loyalty programs among cafés in
Puerto Princesa City, Palawan. This study will discuss the use of loyalty
programs in boosting sales, engagement and foot traffic. Causes of Loyalty
Programs that affect consumers’ behavior is also discussed.
2
1.2 Statement of the Problem
This study states to address the following problems:
1. What are the Loyalty Programs used by selected cafes in Puerto
Princesa City, Palawan?
2. What are the rewards offered by cafes to encourage customer
purchase?
3. What are the effects of using loyalty programs in terms of;
3.1 Sales;
3.2 Engagement;
3.3 Customer Loyalty
1.3 Objectives
1. Determine the loyalty programs used by selected cafes in Puerto
Princesa City, Palawan.
2. Determine the rewards offered by cafes to encourage customer
purchase.
3. Determine the effects of using loyalty programs in terms of;
3.1 Sales
3.2 Engagement
3.3 Customer Loyalty
3
1.4 Scope and Delimitation
The focus of this study is to analyze the use of Loyalty Programs in
Boosting the Sales among Cafes in Puerto Princesa City, Palawan. The scope
of the study refers to the parameters under which the study will be operating.
It delimits that the other cafes in Puerto Princesa City don't apply loyalty
programs on their businesses.
1.5 Discussion and Conceptual Framework
A conceptual framework consists of one or more formal theories (in
part or in whole), as well as other concepts and empirical findings from the
literature (Walden 2022). It is used to demonstrate the connections between
these ideas and how they relate to the research study. In this study, the
independent variable is the loyalty program and the dependent variable is
sales. The independent variable is the cause while the dependent variable is
the effect. Its value is dependent on the changes of the independent variable.
Figure 1: Conceptual Framework
4
1.6 Significance of the Study
This study can help and inform the cafe owners in the field of the cafe
shop industry in Puerto Princesa City, Palawan and the challenges in this
competitive market. The study may assist cafe shops on developing different
ideas and perspectives to sustain a successful establishment by learning and
reading from this study. The findings of this study are deemed beneficial to the
following;
I.
Cafe Owners. This study will provide the cafe owners a benefit from
the results and findings to give an awareness and strategies for
successful outcomes in the future. The study findings may benefit
possible coffee shop owners by providing a better understanding of
traditional and more modern marketing strategies, which may increase
the businesses' survivability and contribute to positive social change.
II.
Teachers. This will provide the teachers a new set of learning
materials and lessons that they will teach to the students.
III.
Students. This will provide the students new ideas to study and
explore. This will serve as an additional knowledge to the students in
which they can use in various situations, especially in the field.
IV.
Future Researchers. This study is beneficial to future researchers
since it serves as their guide and reference in creating their related
study and making their writing more facile.
5
1.7 Definition of Terms
I.
Café. They might have a few options for coffees, but will also probably
offer teas and / or a variety of other beverages while ensuring the food
on offer is the winner. The ambience is usually casual and quite social,
and guests can often enjoy a spot of reading, great meals and
extended conversation.
II.
Customer Relationship Management (CRM). Customer relationship
management (CRM) is more than just a technological application; it is a
strategy for learning more about customers' needs and behaviors in
order to build stronger relationships with them. As such, it is a business
philosophy rather than a technical solution for dealing with customers
effectively and efficiently. Nonetheless, effective CRM is dependent on
the use of technology.
III.
Customer Loyalty. It is the customer’s faithfulness and commitment to
a certain business. The measure of loyalty is often based on the
quality, satisfaction, frequency of purchase
that the customer has
experienced from a specific product/service.
IV.
Customer Relationship. The way in which a business and its
customers feel and behave towards each other over a period of time,
and the effect of this on the business.
V.
Loyalty Programs (LP). Loyalty Programs can be defined as a
marketing process that generates rewards for customers on the basis
of their repeat purchases. The term “loyalty program” is used here to
6
encompass the many different forms of frequency reward programs.
There is not one single definition of an LP because of its considerable
overlap with promotional tools.
VI.
Marketing Process. Is one of the foundational concepts of marketing.
The marketing process is a tool through which businesses can create
customer value. As a result, the definition of the marketing process is
as follows.
VII.
Puerto Princesa City, Palawan. According to PhilAtlas, Puerto
Princesa City is a coastal highly urbanized city in the MIMAROPA
Region. Although administratively independent due to its distinction as
highly urbanized city, Puerto Princesa is commonly grouped with the
island province of Palawan. The highly urbanized city also serves as
the provincial capital. The city has a land area of 2,381.02 square
kilometers or 919.32 square miles. Its population as determined by the
2020 Census was 307,079. This represented 9.51% of the total
population of the MIMAROPA Region.
VIII.
Rewards. According to the American Psychological Association,
rewards is a word that is nearly synonymous with reinforcement. It is
sometimes used to describe someone's intent in providing a
consequence for behavior, rather than the effectiveness of the
consequence (as required by the definition of reinforcement) in
influencing the frequency or probability of occurrence of a specific
behavior.
7
CHAPTER II
REVIEW OF RELATED LITERATURE
2.1 Loyalty Programs Used by Cafes
Loyalty programs help to maintain regular cafe customers. It implies a
continued on-going customer relationship that doesn’t end with the last
transaction. This is important to develop trust and build loyalty to a business
(Saravanan, 2013). However, big or small, loyalty programs effectively allow
you to demonstrate an appreciation to your customers. They show that you
are willing to give them a better deal if they return and maintain this
relationship with you (Gura, 2019). Even if the rewards are small, customers
can feel deeply motivated by various discounts or eventual free items that
often come with a cafe’s loyalty program (Bakstran, 2008). Cultivating repeat
customers is a key element in driving sales every month. Along with great
customer service and excellent products, a loyalty program is another thread
that stitches together a growing customer base and ensures your coffee shop
profitability (Gura, 2019). Among the various types of loyalty programs that
exist in the market, the 3 (three) loyalty programs that are most used in cafes
are; 1) Point-based loyalty program, 2) Tier-based loyalty program, and 3)
Stamp loyalty cards.
2.1.1 Point-based Loyalty Program
According to Chouffani (2022), Points-based programs reward
customers with points for each purchase, making them popular in retail
environments, like cafes. When customers reach a certain number of points,
they can cash those points in to get a product or receive a discount.
The Wildflour Cafe + Bakery Philippines uses a point-based loyalty
program to generate rewards for their customers on the basis of their repeat
purchases. Through their Wildflour Loyalty Card, participants will be able to
earn points with their cashback features by using the card in-store or for
takeout in any of their establishments. Some of the perks you can gain when
participating in their loyalty program are the; 1) Birthday treats, during the
participants' birthday month, they will receive a double-scoop of ice cream, a
free slice of cake, or a slice of mascarpone cheesecake from any of their
branches. Only dine-in transactions are applicable in the respective
restaurants, and 2) Cashback, for every transaction, 1% of your total bill is
converted into points, and are good as cash (1 point = 1 peso). Points earned
are as good as cash. Earned points may be used by the cardholder at all
participating branches of Wildflour Group establishments. In the event that
points are insufficient for payment, cash may be used to settle the transaction.
Points are earned before VAT and Service Charge branches of Wildflour
Group establishments. In the event that points are insufficient for payment,
cash may be used to settle the transaction.
9
2.1.2 Tier-based Loyalty Program
According to Chouffani (2022), customer incentive programs that
reward various groups (or tiers) of consumers differently are known as tiered
loyalty programs. It typically takes the shape of a hierarchy, with each tier
providing progressively more advantages (or more valuable benefits). The
exclusivity that results from such a hierarchy gives customers a sense of
importance while also strengthening the relationship between customers and
brands.
Starbucks Philippines has been selling Starbucks cards since 2013.
These cards, which can be purchased prepaid with a minimum payment of
Php 300, are a convenient way to pay for purchases made at Starbucks
Philippines coffee shops. These are stored value cards that can be used to
purchase anything from coffee to pastries to tumblers at Starbucks Philippines
cafes. However, there are also tier-based loyalty cards. Customers can be
rewarded with points, which Starbucks Philippines refer to as ‘stars’, for every
Php 25 spent on beverage, food, or merchandise purchased from their stores.
These stars can then be redeemed for various types of gifts based on the
purchases for which they were originally earned. Customers who continue to
collect stars will be able to advance to better benefits.
Their tier-based loyalty program consists of 3 (three) tiers; 1) Welcome
level (0-59 stars), this level is reserved for customers who have just
registered, and it includes a free birthday drink, 2) Green level (60-299 stars),
10
this is where the fun begins. Customers who have reached this level can
receive a free drink with just 60 stars, get size upgrades on certain drinks, a
free slice of cake alongside their drink when purchasing during their birthday
month, and free drink customization, and 3) Gold level (300+ stars), gold level
customers get all of the above perks in addition to a personalized gold card,
tailored offers and coupons in addition to a free drink every 15 stars. And for
those who earn an additional 30 stars on top of the 300, Starbucks
guarantees the extension of gold level for an extra 12 months.
2.1.3 Stamp Loyalty Cards
According to Gronauer (2019), a stamp loyalty card is a card unique to
a particular business. Each time the customer makes a purchase, they stamp
their card. Once the customer has reached a certain amount of stamps, they
can receive a benefit such as a free product/service or a discount. Stamp
cards at a lot of different kinds of businesses, from food vendors to massage
parlors and more.
Coffee Bean & Tea Leaf Philippines use stamp loyalty cards for their
“Holiday Your Way Promo” as a way for customers to redeem their limited
edition holiday tumblers. Their customers may start collecting stamps from
October up until January at any The Coffee Bean & Tea Leaf store. Loyalty
program participants may redeem their limited edition holiday tumblers when
a stamp card is completed with 18 stamps. A minimum single-receipt
purchase of any regular or large sized coffee or tea-based beverage, Holiday
11
Beverage, and Retail Coffee Beans qualify a customer to automatically get a
stamp card. Completed stamp cards should be presented and surrendered to
the store where the 2022 Limited Edition Holiday Tumbler will be claimed.
2.2 Rewards Offered by Cafes to Encourage Customer Purchases
If a customer is rewarded for interacting with a brand, they will
definitely believe that they are being valued. Depending on how you set them
up, loyalty programs can make customers feel special and recognized – and
this further fuels their admiration and strengthens their relationship with your
brand (McQuaid, 2013). One of the reasons that make customers feel valued
when they are part of a loyalty program is because these programs help them
save money. The point here is that customers join loyalty programs in order to
gain something out of it. This is why 41.2% of customers engage with a loyalty
program because they expect to save money when they shop. 23.8%
participate because they want to redeem rewards, 20.6% to earn points,
12.8% to feel special.
Figure 2. Why Customers Participate in Loyalty Programs
12
2.3 Effects of Loyalty Programs in Terms of Sales
Facing the growing dominance of e-commerce retailers, offline retailers
have undergone substantial restructuring to adapt to the fast-changing retail
landscape amid the “retail apocalypse” (Paul and Rosenbaum, 2020).
Category penetration and frequency are positively correlated with loyalty
program success with an increase in sales and profits, whereas impulse
buying and ability to stockpile show negative correlations. According to
Dube’s (2019) study, loyalty programs can generate as much as 20% of a
company’s profits if it’s done well (Figure 2.3.1). In fact, 84% of consumers
say they’re more likely to stick with a brand that offers a loyalty program
(Figure 2.3.2). And 66% of customers say the ability to earn rewards actually
changes their spending behavior (Figure 2.3.3). Loyalty discounts rank first in
importance when consumers choose companies to support– even over brand
authenticity and trustworthiness (MacDonald, 2020).
Figure 3. Company’s Profit
13
Figure 4. Consumers that are more likely to stick with a brand that offers loyalty
program
Figure 5. Customers changing their spending behavior due to rewards
14
2.4 Effects of Loyalty Programs in terms of Engagement
According to Ramly (2015), Loyalty
influence on
store
engagement compared
programs have
to
a stronger
store attributes.
The
significant positive influence of loyalty programs on store engagement is in
accordance with the study done by Xie and Chen (2014) which argued that
value perception of loyalty programs determines the level of cardholder
active loyalty or refer to as proactive behavior, conscious, and deliberate
effort
in
the
relationship
with
service
providers.
Cardholders who
assessed highly on loyalty program attributes engaged more with the store.
This perspective is consistent with the social exchange theory which asserted
that individuals are more likely to engage in certain activity if they expect their
participation will be rewarded (Blau, 2005). The rewards previously obtained
by the cardholders have the power to motivate the cardholders to continue
engaging with the store in order to get the next reward (Dorotic, 2014). Loyalty
programs have become an important influence in encouraging cardholders to
engage with
the store.
The attractive benefits provided by the
loyalty
program can drive the cardholders to continually be alert and well informed
with any activities or programs undertaken by the store in order to optimize
the benefits of the memberships. In order to accomplish this, retailers can
make full use of the cardholder data and provide relevant and personal offers
to cardholders based on their purchase history (Ramly, 2015).
15
2.5 Effects of Loyalty Programs in terms of Customer Loyalty
Loyalty can be described as a condition in which someone is doing a
buying routine based on the unit of decision making (Griffin, 2005). In his
research in 1990, Reichheld points out that the benefits of retaining customers
have direct impacts on a company's profitability. The costs associated with
taking care of loyal customers declines over time, while at the same time,
sales from loyal buyers increase as a consequence of their loyal patronage
behavior. Further, loyal customers will also present partnership actions such
as spreading a positive word of mouth to their friends and relatives. In the
retail world, the customer loyalty program has various names as follows:
program bonus, customer card, customer club, membership card, fly buys,
and many others. It is clearly proved that the loyalty programs are able to
build and maintain the customers (Li, 2018). According to Khairawati (2020),
customer loyalty programmes through member cards and discount promo
prices directly impact and increase customer loyalty.
2.6 Perceived Benefits of Loyalty Programs to Consumers
Perceived benefits of loyalty programs are the benefits customers
receive from participating in the loyalty program. According to Lennheer et al.
(2007), customers are more likely to join a loyalty program if they see that
they receive both financial and non-financial benefits. This suggests that
certain consumer benefit categories may already exist. According to
Mimouni-Chaabane & Volle (2010), customer’s perceived benefits can be
divided into 3 categories; 1) utilitarian benefits, 2) hedonic benefits, and 3)
symbolic benefits.
16
2.6.1 Utilitarian Benefits in Terms of Loyalty Programs
Utilitarian benefits are those derived from the utility of a product.
Principally they refer to saving, quality, and convenience, as these help the
consumer to increase the utility of the acquisition derived from the purchase
and the efficiency of the purchasing experience (Chandon, Wansink, &
Laurent, 2000). Dimension of utilitarian benefits is related with efficient, task
specific and economical aspects of product and services (Overby & Lee,
2006).
In loyalty programs, utilitarian value derives in part from financial
advantages (Bolton et al., 2004). Peterson (1995) suggests that saving money
provides the major motivation for joining frequent loyalty programs. Lennheer
et al. (2007) state that enrollment in the loyalty program depends on the
amount of financial rewards customers perceive they receive from loyalty
program. Sheth and Parvatiyar (1995) claim that to minimize the difficulty of
choosing among alternatives, consumers develop enduring relationships with
firms. In turn, customers may appreciate loyalty programs because the
programs help consumers automate their decision-making process and avoid
complex evaluations of available alternatives (Bolton et al., 2000). Loyalty
programs can also reduce consumer search and decision costs through
value-added services such as exclusive reservations, easy payment desks,
priority checks-in, and so forth. Therefore, consumers enjoy greater shopping
convenience and can save time.
17
2.6.2 Hedonic Benefits in terms of Loyalty Programs
Hedonic value derives from non-instrumental, experiential, emotional,
and personally gratifying benefits (Yang, 2010) and may be associated with
shopping, the use of media, and increased behavioral loyalty (Arnold and
Reynolds, 2003). Omar et al. (2015) assume that hedonic benefits compared
to utilitarian benefits give rise to strong emotional response, are more
effective and preferred if the loyalty program involves high requirements
(Kivetz and Simonson, 2002). Hedonic benefits may be relevant for loyalty
programs through 2 dimensions; 1) exploration and 2) entertainment.
Trying new or innovative products, satisfying curiosity about events and
promotional offers, or seeking information to keep up with new trends
represent examples of exploratory behaviors (Chitturi, 2008) that participating
in events or redeeming points, for example, can fulfill. Programs also enable
customers to enjoy unique experiences that they would not have undertaken
otherwise, because many organizations offer pleasure-providing incentives,
such as getting to drive a Jaguar for a day or attending an opera. In addition,
because activities can be intrinsically appealing (Omar et. al, 2015), a loyalty
program can provide joy and be an end in itself. Johnson (1999) argues that
loyalty programs attract consumers because of the pleasure associated with
collecting and redeeming points. In this scenario, customers act like players
and experience a feeling of entertainment.
18
2.6.3 Symbolic Benefits in terms of Loyalty Programs
Symbolic benefits are the more extrinsic advantages of product
consumption. They usually correspond to non-product-related attributes and
relate to underlying needs for social approval or personal expression and
outer-directed self-esteem. Hence, consumers may value the prestige,
exclusivity, or fashionability of a brand because of how it relates to their
self-concept (Solomon, 2010).
Because they build customer knowledge, loyalty programs offer an
opportunity to differentiate and discriminate among customers who likely
perceive customized offers as a sign of respect or distinctiveness (Gordon,
McKeage, and Fox, 1998). Consumers consequently may experience
recognition benefits (Csikszentmihalyi, 2000); they may feel like the firm and
frontline personnel treat them better than they would treat nonmembers of the
program (Bitner, 1998). Loyalty programs further focus on not merely the
product but also the experience of ownership and consumption (Schouten,
2002). Consequently, the programs enhance perceptions of social benefits
(Libermann, 1999), such that members consider themselves part of an
exclusive group of privileged customers, identify with that group, and share
values associated with the brand (Muniz and O’Guin, 2001).
19
2.7 Benefits of Loyalty Programs to Companies
A loyalty program is a marketing process that aims to generate rewards
based on repeat purchases from customers. (Kumar and Reinartz, 2005). It
sets a company’s goal to be achieved based on the purchase of the
customers and for the company to continuously have a sales growth.
According to De Mesa (2013), successful stores work to build long-term
relationships with their customers through loyalty program membership.
Several scholars (Kivetz & Simonson, 2003; Mauri, 2003) asserted that
loyalty programs have become an important strategy and mechanism for
retailers to increase revenue growth rate and have become a key component
of customer relationship management (CRM), serving a critical role in
developing relationships, stimulating product and service usage, and retaining
customers. Today, the use of loyalty programs as a technique for firms to
enhance customer loyalty is extremely popular as it is believed that a
company can reap benefits from it (De Mesa, 2013).
2.7.1 Store Advocacy
Loyalty programs work to build and preserve stronger customer
relationships with the sponsoring store that would result without these
programs (Lacey, 2009). Store advocacy reflects an enduring attitude towards
or desire for a particular store or brand. Store advocates are motivated to
maintain their relationship because of attachment feelings and sincerity in
their personal attitudes (De Mesa, 2013). Advocacy arises only after the
relationship has been firmly established, and thus serves as a necessary
condition for consistent member’s behavior.
20
2.7.2 Personal Referrals
According to Day (2002), the ultimate test of a customer’s relationship
with a brand or firm is his willingness to recommend it to others. Gronroos
(2004) stated that committed customers promote the stores through personal
referrals. De Mesa (2013) concluded that personal referral is more important
than advertising in raising awareness of an innovation and decreases
consumer doubt when landing on the page, and therefore a higher likelihood
of purchase. Day (2002) inferred that this is due to source reliability and the
flexibility of interpersonal communication. He computed that personal referrals
are nine times as effective as advertising at converting unfavorable or neutral
predispositions into positive attitudes. Reviews of the impact of personal
referrals in the professional services context concludes that personal referrals
have more emphatic influence on the purchasing decision than other sources
of influence (Mangold, 1987). This is perhaps because personal sources are
viewed as more trustworthy (Murray, 1991).
2.7.3 Personal Information Sharing
Delivering quality customer service has emerged as a strategic
imperative for retaining profitable corporate customers. Sharing valuable
information is one service that could be effective to enable seller buyer
relationship formation, maintenance and long-term continuation. Ho and Tai’s
(2010) study suggested that although information-sharing services are an
important means for enhancing customer loyalty, not all types of customers
should be treated in the same way. The customer group characterized by low
21
trading frequency and low trading value may not perceive value from the
information service provided by the seller. The seller may not need to invest
information technology resources for providing information-sharing services to
such customer groups.
2.7.4 Reciprocity
Based on the notion of reciprocity, perceived relationship investment
implies that when organizations invest certain resources in their customers,
the customers tend to feel the need to contribute equitably in return in some
form (Smith & Barclay, 1997). Morais et. al (2004) found that customer’s
perceptions of investments made by the provider result in equitable
investment made by the customer, and that those customer investments in the
provider lead to increased loyalty (Lacey, 2009). Customers can avoid a
store’s marketing message when they exercise greater control over the flow of
marketing messages in their lives (Urban, 2005).
2.7.5 Marketing Research Support
According to Lacey (2009), marketing research support is a collective
term to describe customer’s willingness to provide input for improving
marketing performance, such as participating in new product development
testing, reacting to proposed advertising campaigns, giving opinions on
service quality, and sharing insight about unfulfilled customer needs. As
relationship commitment builds, customers become more willing to participate
in store-sponsored marketing research activities (Bendapudi & Berry, 1997).
22
2.7.6 Increasing Purchases
According to Lacey (2009), committed customers are not just expected
to maintain current purchasing activities, but to increase both the level and
proportion of their purchasing activities over time. Customers who remain with
the firm are more likely to increase business volume in the future (Mattila,
2001). Compared to other promotional tactics, loyalty programs are
distinguished by their emphasis on lifting average purchase frequency by
offering incrementally higher incentives to customers on the basis of
frequency and price value purchases over a specified time period (Dowling &
Uncles, 1997). Loyalty programs have been shown to have positive impact
not only on retaining current customers, but also on encouraging customers to
make a higher share of their product category purchases from the sponsoring
firm (Lewis, 2004).
23
CHAPTER III
METHODOLOGY
This chapter discusses the research design of the study, research
respondents, sampling technique, research instrument, and the data
collection procedure used for accurate data analysis and interpretation of this
study.
3.1 Research Method
A quantitative method was used in conducting this study. It is a
research design in which statistical analysis is frequently used to make the
connection between what is known and what can be learned through
research. As a result, analyzing data using quantitative strategies usually
requires an understanding of the relationships between variables or through
descriptive or inferential statistics. (Cresswell, 2012). This type of research
focuses on defining quantitative research where it can be used most
effectively, when gathering information from current and potential people
through sampling methods and the distribution of surveys, polls, and
questionnaires. One of the most distinguishing features of this type of
research is that the results can be represented numerically. It is possible to
predict the future of a product or service and make changes based on a
careful understanding of these numbers. Also, quantitative data provides the
statistical analysis more depth to review, the additional data that is received
from this work lends credibility to the outcome. A larger sample size reduces
the likelihood that outliers in the study group will have an unfavorable impact
on the results on want to achieve.
The researchers of this current study applied the descriptive research
design. A research design's function is to ensure that the evidence obtained
allows you to address the research problem as clearly as possible. The goal
of descriptive research is to describe the current state of an identified variable.
These studies are intended to provide systematic information about a
phenomenon. (Mander, 2019). The researcher does not usually start with a
hypothesis, but one is likely to emerge after gathering data.
3.2 Research Approach
The research approach is a strategy and procedure that includes broad
assumptions as well as detailed methods of data collection, analysis, and
interpretation. As a result, it is based on the nature of the research problem
being addressed. The data are usually through surveys and observation
connecting to the integration process by which a researcher will use a
quantitative approach in this study. Postpositivism will be used in this study
which means that Postpositivism rejects the positivist view that a researcher
can be an objective observer of society. Postpositivists argue that a
researcher's ideas, and even their specific identity, influence what they
observe and, as a result, what they conclude. Postpositivism seeks objective
answers by attempting to recognize and work with such biases in the theories
and knowledge developed by primary researchers.
25
3.3 Respondents of the Study
The context of the respondents is essential to the analysis of the
survey because the responses of the respondents can help to provide a data
needed for the study. The respondents that are involved are twenty four (25)
Cafes in Puerto Princesa City that use loyalty programs. These cafes are all
located in the Capital of Palawan.
3.4 Sampling Method
The
concept
of
sampling
involves
taking
a portion, making
observations on the smaller group, and then generalizing the finding to the
large population from which the sample was drawn (Ary, 2002). In other
words, sampling is the process or technique that is used to take a sample.
Sampling has the purpose to gain information about the population
The researchers used simple random sampling which is a randomly
selected subset of a population. In this sampling method, each member of the
population has an exactly equal chance of being selected. This method is the
most straightforward of all the probability sampling methods, since it only
involves a single random selection and requires little advance knowledge
about the population. Because it uses randomization, any research performed
on this sample should have high internal and external validity, and be at a
lower risk for research biases like sampling bias and selection bias. This
technique will be used in selecting respondents for the data collection.
(McCombes 2019).
26
3.5 Research Instrument
The research instrument that was used in this study is survey
questionnaires with a set of close-ended questions where the respondents
could put their answers on the questions that are related to the statement of
the problem of the study.
3.6 Data Gathering Procedure
The researchers conducted a survey by distributing survey forms
consisting the name of the person who answered the survey, the company’s
name, and a set of questions which are close-ended questions. Before they
answer the survey questions, the researcher explains to the respondents the
importance of their response to the study. The researchers requested the
respondents to answer it with all honesty.
After the researchers gathered the data from the surveys, checked and
viewed the responses, the researchers tallied the data for interpretation based
on the data the researcher came up with.
27
CHAPTER IV
RESULTS AND DISCUSSION
This chapter of the paper presents the data gathered from the 25
registered cafes that have a loyalty program in Puerto Princesa City who
served as the respondents of this research. It also provides the analysis and
interpretation of data that has been organized according to research
questions enumerated in the second chapter of this paper.
4.1 Analysis of Data
Questionnaires were given to registered cafes in Puerto Princesa City,
Palawan that use loyalty programs. After signing the consent form indicating
their willingness to participate in the study, the respondents completed the
questionnaires.
A total of twenty five (25) registered cafes that use loyalty programs
completed the questionnaires. Data gathered through the questionnaire was
subjected to frequency counts. In other words, the subjects’ responses for
each individual question were added together to find the highest frequency of
occurrence (i.e. the number of times that a particular response occurs). These
responses to the questions, which are quantified, are then presented in
percentage forms.
1. What are the Loyalty Programs and rewards used by selected
cafes in Puerto Princesa City, Palawan to encourage customer
purchase?
Table 1. Classification of Cafes
VARIABLE
FREQUENCY
PERCENTAGE
15
1
3
1
5
60%
4%
12%
4%
20%
25
100%
10
5
9
1
40%
20%
36%
4%
25
100%
Type of Loyalty Program
Stamp Card
Discount Card
Voucher
Point-based
Promo
Total
Type of Reward
Free drinks
Free upgrade
Discount
Cashback
Total
The pilot study, consisting of 25 registered cafes that used loyalty programs,
was conducted at one point in time using a survey at Puerto Princesa City,
Palawan, year 2023. Table 1 presents the frequencies and percentages of the
classification of cafes of the respondents by their type of loyalty program and
types of benefits they offer to encourage customer purchase.
The sampled cafes mostly use stamp cards (60%), which indicates that large
samples belong to registered cafes who use stamp cards as their type of
loyalty program. Supported by data, 40% of the samples offer free drinks as
their type of reward to encourage customer purchase.
29
Figure 6. Type of Loyalty Program Used by Selected Cafes
Figure 7. Type of Rewards Offered to Encourage Customer Purchase
30
Table 2. Using Loyalty Programs in Boosting the Sales
Variables
SA
A
U
D
SD
Weighted Mean
Interpretation
1
The use of loyalty
programs in our
cafe helps boost
our cafe’s sales.
17
7
1
0
0
4.64
SA
2
Loyalty Program
satisfies customers
from the benefits of
it.
16
9
0
0
0
4.64
SA
3
Loyalty program
helps customers
return and buy
again in the store.
17
8
0
0
0
4.68
SA
4
The customer
takes too long to
earn points to get
anything
worthwhile from
the benefits of a
loyalty program.
5
6
8
6
0
3.40
U
5
Loyalty programs
create benefits in
terms of boosting
the popularity of
the cafe.
14
8
3
0
0
4.44
A
4.36
Agree
General
Assessment
0.51-1.51: Strongly Disagree (SD); 1.51-2.50: Disagree (D); 2.51-3.50: Undecided (U);
3.51-4.50: Agree (A); 4.51-5.50: Strongly Agree (SA)
Table 1 shows the result of the use of loyalty programs in boosting the
sales among cafes in Puerto Princesa City, Palawan. Specifically, it can be
derived that the respondents are Strongly Agree (SA) towards the use of
loyalty programs in boosting the sales among Puerto Princesa City, Palawan
and neutrally think that the use of loyalty programs (a) helps boost a cafe’s
31
sales and (b) satisfies the customers from the benefits of it; (c) helps
customers return and buy again in the store; (d) customer takes too long to
earn points to get anything worthwhile; (e) create benefits in terms of boosting
the popularity of the cafe.
This means that the use of loyalty programs in boosting the sales
among cafes in Puerto Princesa City, Palawan is effective. The cafes agree
with the use of loyalty programs in boosting the sales, engagement, and
increasing customer loyalty.
32
CHAPTER V
SUMMARY OF FINDINGS, CONCLUSION, & RECOMMENDATION
This section provides a summary of findings, conclusions and
recommendations that will help the future researchers.
This quantitative study was conducted to determine if the loyalty
programs are boosting the sales amongst twenty five (25) cafes in Puerto
Princesa City, Palawan. Aside from that, the study was conducted to
determine the types of loyalty programs and rewards they offer to encourage
customer purchase. With the recent framework, related literature, statistical
analysis, and data gathering procedures, the research attempted to determine
the key factors of boosting sales in cafes. The insights and key findings
generated from this survey-based study may provide opportunities for the
other cafes to improve and know more about the loyalty programs to help
them for future purposes of the cafes.
Summary of Findings
This research was carried out among the cafe’s loyalty programs to
examine if these loyalty programs had an effect in boosting the sales of the
cafes here Puerto Princesa City, Palawan. For this study, classification of
cafes (Table 1) results revealed that the use of loyalty programs is boosting
the sales among cafes in Puerto Princesa City, Palawan.
1. What are the Loyalty Programs used by selected cafes in Puerto
Princesa City, Palawan?
The sampled registered cafes mostly use stamp cards (60%) as
their loyalty program, 20% uses promos, 12% uses vouchers, 4% uses
point-based loyalty programs, and the last 4% uses discount cards.
2. What are the rewards offered by cafes to encourage customer
purchase?
Majority of the sampled registered cafes in Puerto Princesa City,
Palawan offers free drinks (40%) as a reward to encourage customer
purchase. 36% offer discounts, 20% offer free upgrades, and the last
4% offer cashback as their reward.
3. What are the effects of using loyalty programs in terms of; a) Sales, b)
Engagement, and c) Customer Loyalty?
a) The overall cafes’ boost in their sales mean scores (4.64) have
reached “strongly agree” indicating that cafes in Puerto Princesa
City, Palawan have high satisfaction levels in using loyalty
programs to boost their cafe’s sales.
b) The mean scores for the effects of using loyalty programs in
terms of engagement (4.44) falls under “agree” indicating that
registered cafes in Puerto Princesa City, Palawan are satisfied
with the engagement they receive by offering loyalty programs
to their customers.
34
c) The mean scores for the effects of using loyalty programs in
terms of customer loyalty (4.68) falls under “strongly agree”
which indicates that cafes in Puerto Princesa City, Palawan
have high satisfaction levels in using loyalty programs to ensure
customers return and buy again in the store.
35
CONCLUSION
In conclusion, this study highlights the importance of loyalty programs
in boosting sales, increasing customer engagement, and promoting customer
loyalty among cafes in Puerto Princesa City, Palawan. The findings reveal that
most cafes in the area use stamp cards as their loyalty program and offer free
drinks as a reward to encourage customer purchase. Furthermore, the study
shows that cafes have high satisfaction levels with the effects of using loyalty
programs, particularly in terms of boosting sales and ensuring customer
loyalty. These insights provide valuable information to other cafes in the area
looking to improve their sales and customer loyalty strategies.
Based on the findings, it is recommended that cafes in Puerto Princesa
City, Palawan continue to use and improve their loyalty programs to maintain
high customer satisfaction levels and attract more customers. Additionally,
future research could explore the effectiveness of different types of loyalty
programs and rewards in boosting sales and customer loyalty, as well as
investigate the impact of loyalty programs on different types of cafes or
restaurants in the area. Overall, this study contributes to the understanding of
the role of loyalty programs in the cafe industry and provides insights that
could benefit businesses in the region.
36
RECOMMENDATION
The following recommendations are given in lights of the findings:
1. For cafes that are not currently offering loyalty programs, it is
recommended that they consider implementing stamp cards as a
loyalty program since it was the most commonly used program by the
sampled cafes and had a significant effect in boosting sales. However,
they should also consider incorporating other types of loyalty programs
to provide variety to their customers.
2. For cafes that already offer loyalty programs, it is recommended that
they consider adding more variety in the rewards offered to encourage
customer purchase. Since free drinks were found to be the most
commonly offered reward amongst the sampled cafes, cafe owners in
Puerto Princesa City, Palawan should consider diversifying their reward
offerings to entice more customers. This could include offering
exclusive discounts, personalized vouchers, or free upgrades for
customers.
3. It is recommended that cafes regularly evaluate the effectiveness of
their
loyalty
programs
by
measuring
their
impact
on
sales,
engagement, and customer loyalty. This could be done through
customer surveys, tracking repeat customers, and monitoring sales
data.
37
4. The study found that the use of loyalty programs has a positive impact
on sales, engagement, and customer loyalty. Therefore, it is
recommended that cafes in Puerto Princesa City, Palawan should
continue to invest in loyalty programs as it has been shown to be an
effective tool in boosting their businesses. Cafes should focus on
creating programs that are easy to use, provide meaningful rewards,
and foster a sense of community and connection between the
customers and the business.
38
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40
APPENDIX A
Request Letter for City Hall
March 29, 2023
PUERTO PRINCESA CITY HALL
New City Hall Building, Bgy. Sta. Monica,
Puerto Princesa City, Palawan, 5300
Dear Ma'am /Sir,
Greetings!
We, Maricar M. Matillano, Louissa Mae O. Sigue, and Kassandra Lei M. Viado of
Grade 12 Accountancy, Business and Management (ABM) of LifeCollege are
conducting a study entitled “Using Loyalty Programs in Boosting the Sales of
Cafes in Puerto Princesa City, Palawan” in partial fulfillment of our senior high
school S.Y. 2022-2023.
With this, we are respectfully writing this letter to formally request from your good
office an information of the total number of registered cafes in Puerto Princesa City,
Palawan. Rest assured that the gathered information will be kept confidential and
used for academic purposes only.
Thank you and God bless!
Respectfully Yours,
Maricar Matillano
Research Leader
Louissa Mae Sigue
Research Member
Noted by
Mr. Jay Lloyd Rasonable
Research Project Teacher
41
Kassandra Lei Viado
Research Member
APPENDIX B
Consent for Participation in Research Study
Researchers:
Matillano, Maricar M.
Sigue, Louissa Mae O.
Viado, Kassandra Lei M.
Dear Sir/Ma’am,
Good day!
We respectfully ask for your permission to allow your child to participate in our
research study entitled “Using Loyalty Programs in Boosting the Sales among
Cafes in Puerto Princesa City, Palawan”. This is in fulfillment of the requirements
for the Research Project in LifeCollege S.Y. 2022-2023.
Rest assured that all information and identity will be secured and strictly kept
confidential by the researchers only. In this study, the collected data will be used only
for academic purposes. No risks are involved in the project as privacy and safety will
be maintained, and participation is voluntary.
To analyze the gathered data with utmost accuracy and unbiasedness, the interview
audio will be recorded only with your consent. Upon obtaining entry to the setting, the
researchers will conduct the interview face-to-face, following the standard health and
safety protocols during COVID-19.
Thank you and God bless.
42
APPENDIX C
Respondent’s Questionnaire
I.
Demographic Profile
a. Name (optional) :_______________________________
b. Age: _______________
c. Sex: _______________
II.
Classification of Loyalty Program
1. Name of Cafe:________________________
2. What is the loyalty program used by your cafe?
a. Point-based Loyalty Program
b. Tier-based Loyalty Program
c. Stamp Card Loyalty Program
d. Others (please specify) :_________________
3. What are the rewards that you offer in your loyalty programs to
encourage customer purchase?
a. Free upgrade
b. Free tumbler
c. Free planner
d. Free drinks
e. Birthday treats
f. Cashback
g. Others (please specify) :_________________
43
III.
Survey Questions
Indicate your level of agreement with the following statements.
Strongly
Agree
1
The use of loyalty
programs in our
cafe helps boost
our cafe’s sales.
2
Loyalty Program
satisfies customers
from the benefits of
it.
3
Loyalty program
helps customers
return and buy
again in the store.
4
How much do you
agree that it takes
the customer too
long to earn points
to get anything
worthwhile from
the benefits of a
loyalty program?
5
Loyalty programs
create benefits in
terms of boosting
the popularity of
the cafe
Agree
44
Undecided Disagree
Strongly
Disagree
APPENDIX D
Respondent’s Consent Form
I, _______________________ (Respondent’s name), agree to participate in a
research study entitled “Using Loyalty Programs in Boosting the Sales
among Cafes in Puerto Princesa CIty, Palawan”. I declare that I fully
understand the information written in this consent and my participation in this
study is completely voluntary and not forced to take part in. I understand that
all of my responses will be kept confidential within reasonable limits. I also
understand that I may choose to leave the study at any time and withdrawal
of participation will not be penalized or prejudiced in any way.
Respondent’s Name:____________________
Respondent’s Signature:_____________________
Date:___________________
45
APPENDIX E
List of Cafes
No.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
Name of Cafe
Siblings Cafe
Palawan Cafe
Black Scoop Cafe
100% Cafe Moto
Calm Cafe
Cloud Cafe 2
Coffee Bean and Tea Leaf
Frotea
Lax Cafe
The Hive Cafe
Max and Bunny
Tummy Tea
Sspresso Coffee and Co.
Reef Cafe
D’Cafe
Happy Husky Cafe
Embraced. Coffee
Koffee Kat Cafe
Le Petit Cafe
Yolkie by FTMM
Kape Hardinera
OurTable Coffee Shop
Kapenoypi
Rustic Cafe
Balai Cafe
Type of Loyalty Program
Type of Reward
Stamp Card
Stamp Card
Stamp Card
Discount Card
Stamp Card
Vouchers
Point-based
Stamp Card
Stamp Card
Stamp Card
Promos
Stamp Card
Vouchers
Vouchers
Stamp Card
Stamp Card
Stamp Card
Stamp Card
Stamp Card
Promo
Stamp Card
Promo
Promo
Promo
Stamp Card
Free drinks
Free upgrade
Free drinks
Discount
Free upgrade
Discount
Cashback
Free upgrade
Free drinks
Free drinks
Discount
Free upgrade
Discounts
Discounts
Free drinks
Free drinks
Free drinks
Free drinks
Free drinks
Discount
Free drinks
Discount
Discount
Discount
Free upgrade
46
CURRICULUM VITAE
MARICAR M. MATILLANO
National Highway, Bgy. San Jose
Puerto Princesa City, Palawan, PH 5300
Mobile No. 0956 308 9568
Email Address: m.matillano@lifecollege.edu.ph
PERSONAL INFORMATION
Age
Sex
Birth Date
Birth Place
Civil Status
Religion
Height
Weight
19 years old
Female
January 25, 2004
Puerto Princesa City, Palawan
Single
Roman Catholic
5’3”
106 lbs.
EDUCATIONAL BACKGROUND
LifeCollege
Junction 2, Bgy. San Pedro,
Puerto Princesa City, Palawan
Accountancy, Business and Management
2021-2023
LifeCollege
Junction 2, Bgy. San Pedro,
Puerto Princesa City, Palawan
2017-2021
LifeCollege
Junction 2, Bgy. San Pedro,
Puerto Princesa City, Palawan
2010-2017
LifeCollege
Junction 2, Bgy. San Pedro,
Puerto Princesa City, Palawan
2008-2010
ORGANIZATIONS / AFFILIATIONS
Life College Student Council
ABM Strand Organization
LifeCollege
LifeCollege
2017-2021
2022-2023
TRAININGS AND SEMINARS ATTENDED
Philippine Youth Convergence
3rd Senseitional Summit
PNP Symposium
2nd Senseitional Summit
SDG Youth Camp
Job Shadowing
Millionaire’s Mindset Seminar
Puerto Princesa Coliseum
LifeCollege
LifeCollege Main Hall
LifeCollege
PCSD Training Center
PPC Water District
LifeCollege Main Hall
June 2022
October 2022
October 2022
April 2022
October 2019
February 2019
October 2014
AWARDS / RECOGNITION
President’s Merit Award
Vice-Principal’s Merit Award
Silver Loyalty Award
Student Council
With Honors
With Honors
Bronze Loyalty Award
With Honors
Academic Award
Academic Award
Loyalty Award
Leadership Award
Academic Award
Academic Award
Loyalty Award
Academic Award
48
LifeCollege
LifeCollege
LifeCollege
LifeCollege
LifeCollege
LifeCollege
LifeCollege
LifeCollege
2022
2021
2021
2021
2018
2017
2017
2016
LOUISSA MAE O. SIGUE
National Highway, Bgy. San Manuel
Puerto Princesa City, Palawan, PH 5300
Mobile No. 0917 388 2450
Email Address: l.sigue@lifecollege.edu.ph
PERSONAL INFORMATION
Age
Sex
Birth Date
Birth Place
Civil Status
Religion
Height
Weight
18 years old
Female
August 30, 2004
Puerto Princesa City, Palawan
Single
Born Again Christian
5’5”
114 lbs.
EDUCATIONAL BACKGROUND
LifeCollege
Junction 2, Bgy. San Pedro,
Puerto Princesa City, Palawan
Accountancy, Business and Management
2021-2023
LifeCollege
Junction 2, Bgy. San Pedro,
Puerto Princesa City, Palawan
Junior High School
2019-2021
Salve Regina School
Tiniguiban, 5300 Puerto Princesa City, Palawan
2011-2017
Mary Mediatrix Child
Formation Center
166 Villarosa Road, Bancao-Bancao
2009-2011
ORGANIZATION
Job Shadowing
Trainee
February 2020
49
TRAININGS AND SEMINARS ATTENDED
PNP Symposium
3rd Senseitional Summit
Philippine Youth Convergence
2nd Sensational Summit
Job Shadowing
Seminar: Earthquake Drill
Life College Auditorium
LifeCollege
Puerto Princesa Coliseum
LifeCollege (Virtual)
PPSAT-TESDA
LifeCollege
October 2022
October 2022
June 2022
April 2022
January 2022
October 2019
AWARDS / RECOGNITION
Representative of PYC
Principal’s Merit Award
President's Merit Award
Vice President’s Merit
Vice President’s Merit
With Honors
Appreciation Award
Academic Award
Academic Award
Academic Award
Academic Award
Academic Award
50
Life College
LifeCollege
LifeCollege
Life College
Life College
PNS
2022
2022
2021
2020
2019
2018
KASSANDRA LEI M. VIADO
Arcinas St., Brgy. Tiniguiban
Puerto Princesa City, Palawan, PH 5300
Mobile No. 0977 216 3148
Email Address: k.viado@lifecollege.edu.ph
PERSONAL INFORMATION
Age
Sex
Birth Date
Birth Place
Civil Status
Religion
Height
Weight
18 years old
Female
February 28, 2005
Puerto Princesa City, Palawan
Single
Roman Catholic
5’4”
99 lbs.
EDUCATIONAL BACKGROUND
LifeCollege
Junction 2, Bgy. San Pedro,
Puerto Princesa City, Palawan
Accountancy, Business and Management
2021-2023
LifeCollege
Junction 2, Bgy. San Pedro,
Puerto Princesa City, Palawan
2017-2021
Tiniguiban Elementary School
Bgy. Tiniguiban, Puerto Princesa City, Palawan
2010-2017
Tiniguiban Elementary School
Bgy. Tiniguiban, Puerto Princesa City, Palawan
2008-2010
TRAININGS AND SEMINARS ATTENDED
Dengue Awareness
3rd Senseitional Summit
Anti-Bullying
Community Anti-Terrorism
Kabataan Kontra Droga
Job Shadowing
BFP Fire Safety
LifeCollege Auditorium
LifeCollege
LifeCollege Auditorium
LifeCollege Auditorium
LifeCollege Auditorium
CAAP Accounting Office
LifeCollege Auditorium
51
November 2022
October 2022
October 2022
October 2022
October 2022
February 2020
August 2018
AWARDS / RECOGNITION
Batang Pinoy International (Futsal)
Festival of Football
Athletics 50m City Meet
Athletics 100m Champion
Athletics Relay 1st Placer
Basketball Girls 2nd Placer
City Meet Badminton
50 meters- Athletics (Gold)
Basketball (silver)
Best Defender
Best Defender
Elementar-y
LifeCollege
LifeCollege
LifeCollege
Elementary
LifeCollege
LifeCollege
52