CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

INTRODUCTION

Globe and Smart are the most common cellular network

companies used in the Philippines. People choose one of the cellular

network companies based on the signal, data speed, price, promo, and

other more for them to have a great experience with it. In the battle to

offer better mobile internet service in the Philippines, the duopoly of

Globe Telecom and Smart Communications seem to be just even.

While Smart has faster LTE (4G) speed, Globe's LTE connection is

more readily available, according to tests done by a third party.

OpenSignal, a global vendor of mobile monitoring apps and

equipment, released its first “State of Mobile Networks” report for the

Philippines last March 13, analyzing the speed and availability of

mobile internet in the country. “The Philippines is definitely one of the

most intriguing markets we’ve covered as it is one of the few countries

in the world with only two major mobile providers,” it wrote.

The report found that Smart offers faster LTE, averaging 9.9

Mbps. That beat Globe’s average of 7.4 Mbps. However, the report

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also pointed out that both are significantly lower than the global

average of 17.4 Mbps (Subido, 2017).

“Smart has the best speeds but not the best signal strength,

Globe has the best signal strength but not the best speeds. It is a little

bit hard to understand Globe's website and support pages. I can get a

free tourist sim with Smart from the airport that has 300MB of data for

3 days. Globe has a free tourist sim program as well but their sim

cards do not have any data inclusions, just 35 SMS to all networks.

Smart offers more data at the same price as Globe. I can get bonus

data for an app of my choice (I would choose either Snapchat or Viber)

with Globe. With Smart, they have something similar but they do not

have the apps that I would use. Globe has the *143# menu so it's

even easier to check your balance and load your account. I do not

know if they have something similar with Smart” (idreamofsydney,

2017).

Globe is the country’s provider of the largest 4G Network. Their

core services are mobile voice (which can be used in local, national,

and international long distance call services) and mobile SMS (for local

and international offerings). It also holds prepaid brands such as Globe

Prepaid (targeted for mainstream market) and TM (for value-conscious

market). Globe also offers mobile data which allows subscribers for

internet usage.

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 Smart is known to have introduced “the world’s first electronic

prepaid reloading service and the first 4G service in the Philippines.”

Smart offers prepaid, postpaid, internet service, mobile data, and

other mobile plans in the country. Smart is also the operator behind

Talk N Text (low-cost mobile service) and Sun Cellular.

Both Globe and Smart have comparable data promos. They do

not differ that much in terms of open data allowance (the data you can

freely use on any website), so the contest relies on which freebie you

had want more, and how little or how much you are willing to spend.

Globe gives free Instagram access to all subscribers of its GoSurf

promos. Their cheapest offering at PhP 15 comes with a small

allowance for Mobile Legends, while the succeeding options come with

a free data for an app of choice like Facebook, Viber, Pokémon Go,

YouTube, and more. Users can also avail themselves of individual add-

ons for gaming, streaming, and social apps.

As for Smart, they include extra allowance for GigaSurf promos

with music and video streaming on iFlix, YouTube, Spinnr, Vimeo,

Dailymotion, and Dubsmash.

Out of the nine available prepaid data promos from both telcos,

their PhP 50 combos are still the best choices. They are ideal for phone

use, and also come with unlimited text to any network in the

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Philippines. Their three-day validity gives users ample time to enjoy

the data allowance, as well.

If you are going to use one of them for mobile Wi-Fi, it is best to

use any of the month-long promos starting at PhP 299, so that you

can connect to the internet anytime without worrying about quick

expiration (Morial, 2017).

This study will identify the gratification rate of users and inquire

the factors of the two cellular network companies, such as Globe and

Smart.

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 SIGNIFICANCE OF THE STUDY

This study focuses on the gratification rate of users of cellular

network companies, mainly Globe and Smart. The researchers would

like to explore and examine the freebies and the strategies in which

the Globe and Smart cellular network companies use to innovate their

services. With that being said, this study would be beneficial to the

following:

FOR THE USERS. This study could help the users to understand

their chosen cellular network company in many ways. And this could

help them to think wisely for their preferred network. By this study,

user will be knowledgeable enough in how or why do they need to

consider the cellular network company. This could lead them to a

better life.

FOR THE CELLULAR NETWORK ADMINISTRATORS. This

study will benefit the cellular network companies in such a way that

they could be prepared in innovating their service. In the end of this

study they will be aware on how their service could affect their users in

many factors. And this study could be the way for the cellular network

companies know what do their users need. This study will help them to

make more observation for the better service.

FOR THE FUTURE RESEARCHERS. This study will benefit the

future researchers in terms of gathering information from which they

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could base on the process. Furthermore, the future researchers would

have an idea on which gratification rate of users is influential in

improving the cellular network companies service.

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 CONCEPTUAL FRAMEWORK

CELLULAR NETWORK
COMPANIES

GLOBE SMART

FACTORS

GRATIFICATION RATE USERS’ PREFERENCES

The illustration shows the flow of the study. The researchers will

conduct the study to determine how the factors affect the users’

gratification rate and preferences to the cellular network companies

Smart or Globe. The conceptual framework will be the basis for the

researchers to have a better study.

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 HYPOTHESIS OF THE STUDY

Null Hypothesis

There is no significant difference between Smart and Globe

in terms of promo varieties.

Alternative Hypothesis

There is a significant difference between Smart and Globe in

terms of promo varieties.

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 STATEMENT OF THE PROBLEM

This study aims to determine the preference of the users

between the two cellular network companies. The researchers would

like to inquire about the following questions:

1. What do the users prefer the most between the two cellular

network companies; Smart and Globe?

2. What are the factors that affect their preference?

3. How do these factors affect the preference of the users?

4. Is there a significant difference between Smart and Globe in

terms of promo varieties?

5. How do these factors help the cellular network companies to

improve their services?

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 OPERATIONAL VARIABLES

Affinity – a natural liking for or attraction to a person, thing, idea,

etc.

Anthropology – the study of human beings’ similarity to and

divergence from other animals.

Establishments – a place of business together with its employees,

merchandise, equipment, etc.

Gratification – the state of being satisfied.

Latter –

Perceived – to recognize, discern, envision, or understand.

Preceding – referring back.

Preference – the act of choosing one company from others.

Profitability – beneficial or useful.

Promos –pertaining to the product.

Simultaneously – occurring at the same time.

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 SCOPE AND DELIMITATION OF THE STUDY

This research will concentrate on the factors that affect the

gratification rate of the clients of the two cellular network companies

such as Smart and Globe. The researchers plan to decide how the

clients’ preferences influence the effectiveness of the cellular

companies.

The researchers will inquire 80 random respondents from 16 to

30 years old that owns a cellular phone. Each of the respondent will be

given survey questionnaires to answer. This study will only be

conducted within the vicinity of Congressional Avenue, Quezon City,

inside or outside the establishments.

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 CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter is all about correlated studies, articles and ideas

that are relevant to the researchers’ study. The statements written

below are proven to be relevant to the study.

USERS’ PREFERENCE BETWEEN SMART AND GLOBE

Majority of the people who use cellular network phones prefer

Smart as their cellular network to use because it has the fastest speed

in terms of internet connectivity. But there are some users who prefer

Globe as their cellular network because of it has a strong signal that

can reach areas that other networks cannot (Anonymous, 2017)

FACTORS THAT AFFECT THE USERS’ PREFERENCE

According to Philip Kotler, “satisfaction is a person’s feelings of

pressure or disappointment resulting from product’s perceived

performance (outcome) in relation to his or her expectations.

Customer satisfaction is the level of a person’s felt state resulting from

comparing a product’s perceived performance (outcome) in relation to

the person’s expectations.”

This satisfaction level is a function of difference between

perceived performance and expectations. If the product’s performance,

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exceed expectation the customer highly satisfied or delighted. If the

performance matches the expectations the customer is satisfied. If the

products performance fall shorts of expectations the customer is

dissatisfied.

Many companies are aiming for high satisfaction because

customers who are just satisfied still find it easy to switch when a

better offer comes along. High satisfaction or delight creates an

emotional affinity with brand. Variety of factors that affect customer

satisfaction includes product quality, product availability and after

sales support such as warranties and services. Customer satisfaction is

seen as a proof of delivering a quality product or service. It is believed

that customer satisfaction brings sales growth, and market share.

Thus the purpose of marketing is to generate the customer value

profitability. India is on the threshold of a new millennium. India chose

for global economy, exposing her to winds of change in the market

place, which has expanded vastly and become fiercely competitive. In

the changed environment, decision makers view the marketing

products, pricing, promotion and distribution. A successful product can

be developed by exploding these opportunities while delivering the

value of the consumer we make sure of marketing support. This

support is based on the knowledge of consumers and distribution.

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Marketing support both at the introduction of products and maturing is

considered.

Marketing, as suggested by the American Marketing association

is “an organizational function and a set of processes for creating,

communicating and delivering value to customers and for managing

costumer relationships in ways that benefit the organization and its

stockholders”. The two major factors of marketing are the recruitment

of new customers (acquisition) and the retention and expansion of

relationships with existing customers (base management). Marketing

methods are informed by many of the social, particularly psychology,

sociology, and economics. Anthropology is also a small, but growing,

influence. Market research underpins these activities. Through

advertising, it is also related to many of the creative arts for

a marketing plan to be successful, the mix of the four "Ps"i.e. product,

price, place, promotion must reflect the wants and desires of the

consumers in the target market. Trying to convince a market segment

to buy something they don't want is extremely expensive and seldom

successful. Marketers depend on marketing research, both formal and

informal, to determine what consumers want and what they are willing

to pay for. Marketers hope that this process will give them a

sustainable competitive advantage. Marketing management is the

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practical application of this process. The offer is also an important

addition to the 4P's theory (Industrial Kidilams, 2011).

IMPLICATION OF THE FACTORS TO THE USERS’ PREFERENCE

Most of the users rely on others’ feedback as their basis in

choosing their preferred cellular network. If the network has an

expensive offer or promo it will decrease their customers’ satisfaction

rate and it will also decrease their revenue and more negative effects

will come. The more appropriate service they will give the more

satisfied customers they will have.

Some of the networks chose media as their way of advertising

their new offers and promos to their customer so it will be

disseminated to more customers. Cellular network companies also use

popular artists and celebrities in their advertisements to encourage

more people, as well as making their new promos for free as part of

their marketing strategy (Anonymous, 2015).

SIGNIFICANT DIFFERENCE BETWEEN SMART AND GLOBE

Smart outperformed Globe in 4 of 5 NTC test parameters, but

Globe outperformed Smart by a wide berth when it comes to the grade

of service parameter.

According to NTS’s own press release, the purpose of the tests is

to measure network performance based on existing NTC-prescribed

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minimum service performance standards. The tests were conducted by

the NTC in the National Capital Region.

Telecommunication were graded on five (5) parameters namely;

blocked calls or grade of service, dropped call rate, average receive

signal level, average signal quality and call set-up time.

In conducting the test, the monitoring team initiated a total of

1,506 on-net calls per network. The monitoring team made the calls

using the “drive test” method (i.e. inside a moving vehicle). The

initiated calls were simultaneously done for Globe and Smart. Sun

SIMs, Talk and Text SIMs, Red Mobile SIMs and Touch Mobile SIMs

were not used because these SIMs are using the networks of either

Globe or Smart. In their press releases, each telecommunication

claimed it out-performed the other. Technically, they are both right.

Smart rated higher in four (4) of the five (5) parameters: dropped call

rates, average received signal level, average signal quality, and call

set-up time. But Globe outperformed Smart when it comes to blocked

call rates or grade of service. Further, in this parameter, the difference

between the performance of both networks is big: 4.45 % for Globe

and 9.95 % for Smart, where the NTC's standard is set at 4 %.

Both the Globe and Smart Wi-Fi devices are light and compact,

although the latter is slightly smaller in overall size. The Smart router

comes in matte black and less conspicuous with a printed logo

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branding at the front while the Globe router comes in white and uses a

poorly placed sticker logo at the front. It is obvious that the Globe

router was hastily packaged while Smart managed to produce a well

thought-out design. And in fairness to Globe, Smart had more than 6

months (after Globe went to market) to conceptualize and release

their own version. The Globe device has a single LAN port, just like the

one from Smart but the latter also has a dedicated power switch and

reset button. Props to Globe for placing a sticker at the back with a

guide and manual on how to reload the SIM card while the one from

Smart is included in a separate documentation (you need to keep it

just in case). In addition both devices use a 12V power that plugs into

the wall outlet. In fact, the power rating is identical that you can use

either cable to power the two devices. This also means you can plug

this into the 12V power socket in your car. And both devices have their

Administration panel which is accessible via the local network

(192.168.1.1) although Smart’s added a shortcut to it by going to

smartbrosettings.net, which is easier to remember.

For Globe, all the settings are already pre-configured. The main

page will show the status of the cellular connection (and signal

strength), router status/information and network information. You

don’t need to touch anything here are everything is all set up for you.

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 The only section that you will have to regularly use would be the

built-in SMS feature. This is where you send out text messages to

subscribe to GOSURF and SUPERSURF promos.

In the case of the Smart Wi-Fi router, the administration panel

looks the same with almost identical features. We also like the idea

that there is a link to the Data Usage Monitor that directs you to the

MySmart dashboard.

Once you load credits, you can also subscribe to either can just

subscribe to any of the FlexiTime, SurfMax or GigaSurf plans.

Smart claims their Prepaid LTE Home Wi-Fi has a theoretical

speed of up to 42Mbps which is the standard for an LTE connection. On

the other hand, Globe has made no claims as to the top speed their

Prepaid Home Wi-Fi can achieve but we reckon it should also be

42Mbps.

Both Globe and Smart have nationwide coverage but it is best to

check first if your home or office has good LTE signal reception. The

best way to test this is to buy a prepaid LTE SIM card and try it out

with any LTE-capable smartphone. You can do random speed tests

during the day and night to see the average downstream and

upstream speed of the network. Not to mention the Prepaid LTE Home

Wi-Fi are both sold at Php1, 995 for Smart and Globe. They both have

10GB of free data right out of the box.

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 The difference between them would be the data plans and

promos. The Smart offer promos which are; Smart SurfMax 85 at

Php85 for 2 days at 800MB per day, Smart SurfMax 250 at Php250 for

7 days at 800MB per day, Smart GigaSurf 50 at 1GB + 300MB video

app + unli all-net text for 3 days at Php50, Smart GigaSurf 299 at

2GB + 1.1GB video app + unli all-net text for 30 days at Php299

whereas Globe offer promos which are; Globe GoSURF50 at 1GB +

100MB Instagram + 300MB for app of choice + Unli Allnet Texts for 3

days at Php50, Globe GoSURF299 at 1.5GB + 100MB Instagram + 1GB

for app of choice for 30 days at Php299, Globe SuperSURF50 at 800MB

per day for 1 day at Php50, Globe SuperSURF200 at 800MB per day

for 5 days at Php200 (Olandres, 2017).

IMPLICATIONS OF THE FACTORS TO THE CELLULAR NETWORK

COMPANIES’ SERVICE

The positive effects that the factors will provide the cellular

network companies that they will have the advantage to be more

aware of the drawbacks in their services that will help them to make a

step forward from their competitors. The cellular network companies

will be successfully dominant among others as they implement positive

changes to the service they offer. The positive changes may perform

according to their success and may help them have more costumers’

satisfaction (Anonymous, 2017).

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 The aforementioned literature and studies were interrelated to

the present study entitled, “Globe vs. Smart: Factors that Affect the

Gratification Rate of Users of Cellular Network Companies”. Through

this study, the researchers will gain a stronger foundation about their

study.

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 CHAPTER 3

RESEARCH DESIGN AND METHODOLOGY

This research, entitled “Globe vs. Smart: Factors that Affect the

Gratification Rate of Users of Cellular Network Companies,” made use

of survey questionnaires, to help the researchers in accomplishing

requirements. The research made use of quantitative approach.

METHODS AND TECHNIQUES

The researchers strictly followed the framework from concept to

practice, to come up with the answers on the problem in this research.

Causal-comparative research design was implemented by the

researchers.

POPULATION AND SAMPLES OF THE STUDY

The respondents involved in data gathering, ranging from 16 to

30 years old, are randomly selected from Congressional Avenue,

Quezon City, inside or outside the establishments. There are 80

respondents in total. The researchers used probability sampling.

INSTRUMENTS OF THE STUDY

The data of this research were gathered through questionnaires.

QUESTIONNAIRES. To determine the factors that affect the

gratification rate of users of cellular network companies, the

researchers constructed well-designed questionnaires. These

questionnaires were given to 80 random respondents within the

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vicinity of Congressional Avenue, Quezon City, inside and outside the

establishments.

CONSTRUCTION. The questionnaires were articulated by the

researchers containing appropriate questions that will provide the

researchers the respondents’ response about the study. The

questionnaires have two parts; the first part assessed the user’s

preference, while the second part are composed of the factors that

affect the gratification rate of the users of cellular network companies.

The questions were constructed based on the researchers’ statement

of the problem and was shown to the validators for recommendations

in improving and revising the whole questionnaires.

VALIDATION – A letter for the validators was conducted to ask

permission in conducting surveys to the respective respondents.

Validation letters with attached tools were approved after only a few

revisions.

ADMINISTRATION – The questionnaire was administered by

the researchers to the respective respondents, 80, were randomly

selected from Congressional Avenue, Quezon City, inside or outside

the establishments. Before and after conducting short survey, the

researchers formally administered and retrieve the questionnaires.

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 DATA GATHERING PROCEDURE

The research has undergone a procedure; before data-gathering,

during data-gathering and after data-gathering.

Before data-gathering, the researchers have constructed

problems relating to the research resulting to completion of

methodology, conceptual framework and review of related literature

and studies before questionnaire was disseminated to the 80 random

respondents. These drafts have undergone revisions and approval

from the research advisers.

During data-gathering, the researchers then administered the

surveys to the random respondents in Congressional Avenue, Quezon

City, inside or outside the establishments.

Data Processing and Statistical Treatments

After the data-gathering, answers gained from the respondents

were carefully analyzed by the researchers.

The results were analyzed using statistical treatment like Chi-

Square Test.

To answer the specific questions raised in Chapter 1, the

researchers consolidated and classified the result of the test.

Chi-Square Test. Is used to compare observed data with data

we would expect to obtain according to a specific hypothesis. The sum

of the squared difference between observed (o) and the expected (e)

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data (or the deviation, d), divided by the expected data in all possible

categories.

CHI-SQUARE TEST

Formula to find the value of Chi-square test is:

(𝑂 − 𝐸)2
𝑥2 = ∑
𝐸

 O= the frequencies observed

 E= the frequencies expected

 ∑= the ‘sum of’

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 CHAPTER 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

The process and method of this study are presented in the

preceding chapter. This chapter focuses on the presentation, analysis

and interpretation of data gathered from 80 random respondents.

The data are presented in tabular and discussion form. The

interpretation of the findings follow the same sequential order of the

problems indicated in chapter 1 of the study.

USERS’ PREFERENCE BETWEEN SMART AND GLOBE

This study presented the results of the survey that was

conducted in the month of January 2018 to the random cellular

network users in Congressional Avenue, Quezon City. The survey

forms were constructed with questions regarding users’ preference

between Globe and Smart.

Presented on the next page is the graph of percentage of the

users who use Globe and Smart.

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 Figure 1

Percentage of Globe and Smart Users

1%

25%

GLOBE
SMART
OTHERS

74%

As shown in the graph, 74 % of the users use Globe as their

cellular network, however, 25 % of the users use Smart as their

cellular network while 1 % of the users use other cellular network.

There is a big difference between the cellular network companies. The

users’ preference is based on their answer in the multiple choice form

provided in the research questionnaire.

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FACTORS THAT AFFECT THE USERS’ PREFERENCE

A portion of the questionnaire is consist of questions that are

related to the factors that can affect the users’ preference between the

two major cellular network companies.

Presented below is the graph of the factors that affect the users’

preference.

Figure 2

Factors affecting Users’ Preference

70.00%

60.00%

50.00%

40.00%

30.00%

20.00%

10.00%

0.00%

Legend:
Signal Coverage Price and Affordability
Billing Integrity Company's Image
Fast and Responsive Technical Support Service Llimitations
Downtimes Promo Varieties
Freebies Internet Speed

The respondents were given several known factors and were

asked to rank each by according to its significance and influence to

other users’ preference. As shown in the graph, majority of the users

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with a total of 63.51% agreed that the image of the company has the

biggest influence to its public demand. Following that is the speed of

their internet where 63.01% users agreed with, and a reliable

technical support with 62.16% significance rating. Further, 61.67%

assented to the signal coverage the company has, 56.58% of the

users also prioritizes the price and affordability of the companies’

promos, and service limitations made up 51.35%. Promo varieties with

a total of 50.63%also took place as one of the factors that affect the

users’ preference of cellular network provider, freebies with a total of

48.61%, downtimes with a total of 41.67%, and lastly, the billing

integrity which from the users, is the least significant factor to the

users’ preference. The users’ reason why they chose Company’s image

as the most affecting factors in their preference is that the reliability of

the company would change if their image is awful the users’ might

change their cellular network.

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IMPLICATION OF THE FACTORS TO THE USERS’ PREFERENCE

Presented below is the graph of percentage that will indicate the

implication of factors to the users.

Figure 3

Implication of Factors to the Users’ Preference

70.00%

60.00%

50.00%

40.00%

30.00%

20.00%

10.00%

0.00%

Signal Coverage Price and Affordability

Billing Integrity Company's Image
Fast and Responsive Technical Support Service Llimitations
Downtimes Promo Varieties
Freebies Internet Speed

As shown in the graph, 66.25% of the respondents said that if

the signal coverage is not good, they might change their cellular

network. In contrary, 14% of the respondents said that if the billing

integrity does not satisfy the users, they could change their cellular

network. Lastly, 55% said that if the price and affordability have been

lessen, they will find another cellular network.

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SIGNIFICANT DIFFERENCE BETWEEN SMART AND GLOBE

Presented below is the table of computed data which will reveal

the significant difference between Smart and Globe.

Table 1

Computed Data of Difference

Price

20 50 50 100 299

O E O E O E O E O E

Globe 13 102.07 25 32.11 56 36.36 39 31.17 27 28.33

Smart 60 38.53 43 32.89 21 40.64 27 34.83 33 31.67

599 799 999

O E O E O E

32 28.33 33 34 30 30.22

28 31.67 39 38 34 33.74

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Level of Significance Chi Square Critical Value

0.05 147.57 14.07

The presentation above satisfies the researchers about the

significant difference of the cellular network companies; Globe and

Smart. The data deals with the computation of chi-square formula for

the result.

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 The researchers’ hypothesis states that there are significant

difference between Globe and Smart. The computed data do not reject

the alternative hypothesis of the study.

IMPLICATIONS OF THE FACTORS TO THE CELLULAR NETWORK

COMPANIES

Presented below is the percentage of the implication of the

factors to the cellular network companies.

Figure 4

Implications of Factors to the Cellular Network Companies

80%

70%

60%

50%

40%

30%

20%

10%

0%

Adding towers Creating cheap promos

Making transactions legitimate Bettering the company's image
Having a responsive technical support Avoiding additional expenses within transactions
Preventing downtimes Adding more promos
Offering more freebies Providing faster internet

As shown in the figure, 72.5% of the respondents said that

having technical support is the best way for the cellular network

companies to gain more users. Next to it is the addition of promos with

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71.25% of the respondents that could bring more users to the cellular

network companies. Lastly, 70% of the respondents said that adding

towers would be beneficial not only for the users but also to the

cellular network companies as a way of improving their system.

As a conclusion, from the stated data that was gathered by the

researchers, it implies that users would likely to look on the signal

coverage of the cellular companies for a factor of choosing. It also

implies that if the technical support would be more productive, users

will be guaranteed in having a long time partnership with their chosen

cellular network companies. Furthermore, the hypothesis of the study

was proven that there is a significant difference between the two

major cellular network companies, Globe and Smart.

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 CHAPTER 5

SUMMARY OF FINDINGS, CONCLUSIONS AND

RECOMMENDATIONS

The general purpose of this study was to determine the study

with emphasis on the summary of findings, conclusions and

recommendations based on the gathered data were analyzed and

interpreted in Chapter 4.

The main goal of this study was to determine the factors that

affect the gratification rate of users of cellular network company. The

80 respondents of this study are randomly selected within the vicinity

of Congressional Avenue, Quezon City inside and outside the

establishments.

SUMMARY OF FINDINGS

After analyzing and interpreting the data gathered, the answers

to the specific questions raised by the researchers were arrived at and

finally, recommendations for future researchers are included.

1. What do the users prefer the most between the two

cellular network companies: Smart and Globe?

After gathering the data and analyzing the result, the most

preferred cellular company of the users between Globe and Smart, is

Globe.

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 2. What are the factors that affect their preference?

Based on the gathered data there are 10 factors that affects the

users’ preference. Most of respondent’s rated company’s image as the

factor that influenced the gratification rate of users followed by fast

and responsive technical support, signal coverage, price and

affordability, service limitations, promo varieties, freebies, downtimes,

and billing integrity.

3. How do these factors affect the preference of the

users?

There are factors that greatly influenced the preference of users

in terms of signal coverage, price and affordability, internet speed, fast

and responsive technical support, and promo varieties. In signal

coverage, if the signal of their using network is slow the users might

change their preferred network. For price and affordability, many users

now are students and they are finding a much affordable cellular

network. In internet speed, the society is often using their cellular

phones to surf. And having a slow internet speed their users might

change their network to other. In promo varieties, if the cellular

network gives more convenient promos, the cellular network company

will attract the users to stay in their service.

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 4. Is there a significant difference between Smart and

Globe?

There is a significance difference between Smart and Globe

based on the computed data of the researchers through the use of

statistical treatment. This does not reject the alternative hypothesis of

the study.

5. How do these factors help the cellular network

company to improve their services?

Improving a cellular network services has many options, as the

results of the gathered data that the researchers conducted, the 80

random respondents were asked about how the cellular network

companies will improve their services. Most of the respondents

answered; have a fast and responsive technical support, offer faster

base internet speed, add towers for the stronger signal, create their

promos cheaper and offer affordable promos, avoid additional

payments within paid promos and other service limitations, add more

promos, give more freebies, make legitimate and upright transactions

and make the company’s image to be reliable.

36 | P a g e
 CONCLUSION

Based on the data gathered on the survey questionnaire, the

following conclusions were;

1. Globe is the most preferred cellular network. It states that the

respondents are satisfied with their network. However, some

respondents chose Smart as their preferred cellular network.

2. There are many factors that affect the users’ preferences and

company’s image has the highest and billing integrity has the least

impact for the users. The following factors followed a sequential rating

such as; fast and responsive technical support, signal coverage, price

and affordability, service limitations, promo varieties, freebies, and

downtimes.

3. There are several factors that have a big implication to the

users’ preference such as; signal coverage, price and affordability,

billing integrity, company’s image, fast and responsive technical

support, service limitations, downtimes, promo varieties, freebies, and

internet speed. These were the basis for the users to choose between

the two major cellular network companies.

4. There are a significant difference between Globe and Smart

and it implies that there has been a great competition between the two

major cellular companies.

37 | P a g e
 5. The factors could help cellular network companies most likely

in technical support for better service for the users. It also implies that

adding more promos and towers could also help the cellular network

service.

RECOMMENDATIONS

Based on the summary of findings and conclusions of this study,

the following recommendations are hereby made:

1. For the users, they should be more observant in making

decision in choosing cellular network for them to be satisfied with the

performance of the chosen cellular network. And also, the researchers

recommend being more knowledgeable in how and why do they need

to consider those factors that the cellular network has.

2.For cellular network administrators, they should be aware on

how their service could affect their users’ gratification rate. The

researchers also recommend that they should be more observant in

doing some technical issues for the users not to interrupt.

3. For the future researchers, they should seek for more

information for their study to be much more relevant in the present

time. And also, they could use this study as a basis or guide tool for

them to accomplish their research study.

38 | P a g e
BIBLIOGRAPHY

39 | P a g e
APPENDICES

40 | P a g e
 Colegio de San Lorenzo
Congressional Avenue, Quezon City

January 2018

Mr. Ramon N. Manzon

Faculty, Senior High School Department
The Institution

Dear Sir,
Greetings!
We, the undersigned students enrolled in Colegio de San Lorenzo are
currently working on our research entitled, “Globe Vs Smart: Factors
that Affect the Gratification Rate of Users of Cellular Network
Companies” in partial fulfillment of the course Practical Research 2.
We would like to request from your good office to validate our tools.
Your comments and suggestions will be highly appreciated by the
researchers.
Thank you and God bless.

Respectfully yours,

Balingit, Jannah Francine

Eclarinal, Chelsea
Guevara, Robert Joshua
Tovera, Tim Christopher
Researchers
Noted by: Validated by:
Ms. Camille C. Cano Mr. Ramon N. Manzon
Research Adviser

41 | P a g e
 Colegio de San Lorenzo
Congressional Avenue, Quezon City

January 2018

Ms. Christine Lara A. Ta-an

Faculty, Senior High School Department
The Institution

Dear Ma’am,
Greetings!
We, the undersigned students enrolled in Colegio de San Lorenzo are
currently working on our research entitled, “Globe Vs Smart: Factors
that Affect the Gratification Rate of Users of Cellular Network
Companies” in partial fulfillment of the course Practical Research 2.
We would like to request from your good office to validate our tools.
Your comments and suggestions will be highly appreciated by the
researchers.
Thank you and God bless.

Respectfully yours,

Balingit, Jannah Francine

Eclarinal, Chelsea
Guevara, Robert Joshua
Tovera, Tim Christopher
Researchers
Noted by: Validated by:
Ms. Camille C. Cano Ms. Christine Lara A. Ta-
an
Research Adviser

42 | P a g e
 Colegio de San Lorenzo
Congressional Avenue, Quezon City

January 2018

Mr. Jhon Michael D. Padilla

Faculty, Senior High School Department
The Institution

Dear Sir,
Greetings!
We, the undersigned students enrolled in Colegio de San Lorenzo are
currently working on our research entitled, “Globe Vs Smart: Factors
that Affect the Gratification Rate of Users of Cellular Network
Companies” in partial fulfillment of the course Practical Research 2.
We would like to request from your good office to validate our tools.
Your comments and suggestions will be highly appreciated by the
researchers.
Thank you and God bless.

Respectfully yours,

Balingit, Jannah Francine

Eclarinal, Chelsea
Guevara, Robert Joshua
Tovera, Tim Christopher
Researchers
Noted by: Validated by:
Ms. Camille C. Cano Mr. Jhon Michael D.
Padilla
Research Adviser

43 | P a g e
 Colegio de San Lorenzo

Congressional Avenue, Quezon City

Name:___________________________ Age:____ Biological Sex:___

TEST I: User Preference

Directions: Read each question thoroughly. Encircle the letter that

corresponds to your answer. Be honest in answering this

questionnaire.

1.) What cellular network do you use?

a. Globe/TM/ABS-CBN c. Others, please specify: _____________

b. Smart/TNT

2.) Which between the two cellular network companies do you think

offers services more efficiently?

a. Globe/TM/ABS-CBN

b. Smart/TNT

3.) What service do you use the most with your cellular network

provider?

a. Text c. Surf

b. Call d. Entertainment (games and free apps)

e. Others, please specify:_________________

4.) What do you think is the service that a cellular network company

should prioritize in improving?

a. Fast Internet Speed c. Good Signal

44 | P a g e
b. Affordable Promos d. Duration of Promos’ Validity

e. Others, please specify:________________________

5.) How many times in a week do you experience technical difficulties

with your chosen cellular network provider?

a. One to two times a week c. Five to six times a week

b. Three to four times a week d. Everyday

6.) Are you satisfied with your chosen cellular network provider?

[ ] Yes [ ] No

Why?

________________________________________________________

________________________________________________________

45 | P a g e
7.) If you are given a different cellular network to use, will you choose

to switch?

[ ] Yes [ ] No

Why?

________________________________________________________

________________________________________________________

TEST II: Factors That Affect the Gratification Rate of the Users

Directions: Read each question thoroughly. Put a cross () inside the

box to rate the factor that you think influenced your gratification rate

as a user. The criteria for rating the factors are as follows:

1 – Insignificant 4 – Slightly Significant

2 – Slightly Insignificant 5 - Significant

3 – Neither

Factors 1 2 3 4 5

1. Signal Coverage

2. Price and Affordability

3. Billing Integrity

4. Company’s Image

46 | P a g e
 5. Fast and Responsive

Technical Support (e.g.:

refunding, troubleshooting)

6. Service Limitations (e.g.:

data caps, additional

expenses within paid

promos)

7. Downtimes (e.g.: service

maintenance)

8. Promo Varieties

9. Freebies

10. Internet Speed

47 | P a g e
Direction: Check all the bullets () that apply.

A. Which of the factors do you think your chosen cellular network

company has that other competitors do not have? Check all the

bullets () that apply.

[ ] Globe [ ] Smart

o Signal Coverage o Service Limitations

o Price and Affordability o Downtimes

o Billing Integrity o Promo Varieties

o Company’s Image o Freebies

o Fast and Responsive o Internet Speed

Technical Support

48 | P a g e
 B. Which do you think will help the cellular network companies to

o Add towers so they can o Avoid additional

provide stronger signal payments within paid

o Create their promos promos and other

cheaper and offer service limitations

affordable promos o Prevent downtimes and

o Make legitimate and improve their

upright transactions maintenance on their

o Make the company’s service

image to be reliable o Offer faster base

o Have a fast and internet speed

responsive technical o Add more promos

support o Give more freebies

improve their services?

C. How do these factors affect your satisfaction as a user?

________________________________________________________

________________________________________________________

________________________________________________________

49 | P a g e
Directions: Put a check in which do you think is the most affordable

and comfortable promo.

Price Globe Smart

20 Globe SuperAll Txt 20 Smart All Text 20 at

at 250 local texts to all Unlimited texts to all

networks (Smart, Sun, networks + 20 minutes

Red, and TNT) for just call to Smart, Sun and

Php20 for 1 day Talk 'N Text (TNT)

networks + Free Viber,

Facebook and Facebook

Messenger access.

Globe GoUNLI50 at Smart GigaSurf 50 at

Unlimited calls and texts 1GB + 300MB video app +

to Globe and Touch unli all-net text for 3 days

Mobile (TM) networks + at Php50 for 3 days.

50 MB data for internet

surfing for 3 days.

50 Globe GoSURF50 at Smart Unli Call & Text

1GB + 300MB for app of 50 at Unlimited calls to

choice + Unli All net Smart, Sun and Talk 'N

Texts for 3 days at Text (TNT) networks,

Php50. Unlimited texts to all

50 | P a g e
 networks, 50 MB of data

for internet access.

100 Globe GOCALL100 at Smart Smartalk 100 at

500 minutes calls to UnlimitedOn-Net Calls, 30

Globe/TM, Valid for 7 MB of data for internet

days, P100 only access.

299 Globe GoSURF299 at Smart GigaSurf 299 at

1.5GB + 100MB 2GB + 1.1GB video app +

Instagram + 1GB for app unli all-net text for 30

of choice for 30 days at days at Php299

Php299

599 ThePLAN 599 with Plan 5995GB Data at30

Samsung J2 Prime (24 mins. all-net calls and

months contact Unlimited all-net texts

period)at1.5 GB Mobile with Free Facebook

Internet, Unli All-Net Messenger, Whatsapp,

Text at P100 Consumable Viber

with FREE 1GB Viber/mo.

for 24 months and Add

P35/month for G-Suite

799 ThePLAN 799 with PLAN 599 at 8GB Data

with 40 mins. all-net calls,

51 | P a g e
 Samsung Galaxy J3 LTE and Unlimited all-net

(24 months contract textswithFree Facebook

period) at 4GB Mobile Messenger, Whatsapp,

Internet, Unli Text to Viber

Globe/TM, 50 All-Net

Text and 50 minutes Call

to Globe/TM with FREE

1GB Viber/mo. for 24

months and Add

P199/month for

myBusiness Expert.

999 ThePLAN 999 with LG Plan 999 at 10GB Data,

Q6 (24 months contract 50 mins. all-net calls and

period) at 4GB Mobile Unlimited all-net texts

Internet, Unlimited Call with Free Facebook

and Text to Globe/TM Messenger, Whatsapp,

with FREE 1GB Viber/mo. Viber

for 24 months and Add

P170/month for Microsoft

Office 365.

52 | P a g e
CURRICULUM VITAE

53 | P a g e
Balingit, Jannah Francine M.

55 road 7, Project 6, Quezon City

09475891496

balingit.jannah@gmail.com

Personal Background

Age: 16 Religion: Roman Catholic

Birthday: January 23, 2001 Birth place: Quezon City

Civil Status: Single Nationality: Filipino

Educational Background

Primary: Project 6 Elementary School

Road 8 cor. Road 7, Project 6. Quezon City

Secondary:

Junior High School: Ernesto Rondon High School

Road 3, Project 6, Quezon City

Senior High School: Colegio de San Lorenzo

Congressional Avenue, Project 6, Quezon City

54 | P a g e
Eclarinal, Chelsea M.

53 C-Aplaya St., NPC Village, Pasong Tamo,

Quezon City

09776666902

chelseaeclarinal@gmail.com

Personal Background

Age: 16 years old Religion: Roman Catholic

Birthday: January 15, 2001 Birthplace: Quezon City

Civil Status: Single Nationality: Filipino

Education Background

Intermediate: Sauyo Elementary School

Del Nacia Village 4, Tandang Sora, Quezon City

Secondary:

Junior High School: Sauyo High School

2nd Laguna St., Napocor Village Tandang Sora, Quezon City

Senior High School: Colegio de San Lorenzo

Congressional Ave., Project 6, Quezon City

55 | P a g e
Guevara, Robert Joshua E.

J-73 Upper Banlat, Tandang Sora, Quezon City

09322275501

rjguevara98@gmail.com

Personal Background

Age: 16 Religion: Roman Catholic

Birthday: January 19, 2001 Birthplace: Quezon City

Civil Status: Single Nationality: Filipino

Educational Background

Intermediate: Tandang Sora Elmentary School

Banlat rd., Brgy. Tandang Sora, Quezon City

Little Wings Academy

Neil Property subd., Brgy. Tandang Sora, Quezon City

Milestone Innovative Academy

Neil Property subd., Brgy. Tandang Sora, Quezon City

Secondary:

Junior High School: New Era High School

Brgy. New Era, Tandang Sora Ave., Quezon City

Senior High School: Colegio de San Lorenzo

Congressional Avenue, Project 6, Quezon City

56 | P a g e
Tovera, Tim Christopher V.

Gremville Subdivision Tandang Sora, Quezon City

09159551993

cagertsof@gmail.com

PERSONAL BACKGROUND

Age: 17 years old Religion: Roman Catholic

Birthday: April 15, 2000 Civil Status: Single

Birthplace: Imus City, Cavite Nationality: Filipino

EDUCATIONAL BACKGROUND

Intermediate: Jesus the Good Shepherd School

Imus City, Cavite

Secondary:

Junior High School: Our Lady of the Pillar Catholic School

Imus City, Cavite

Colegio de San Lorenzo

Congressional Avenue, Q.C

Senior High School: Colegio de San Lorenzo

Congressional Avenue, Q.C

57 | P a g e