A DESCRIPTIVE CORRELATIONAL STUDY ON THE FACTORS

AFFECTING THE CUSTOMERS’ SATISFACTION IN GAMELUXE

E-SPORTS CAFE, ANTIPOLO CITY

Quantitative Study

Presented to the Faculty of the Senior High School Department

AMA Computer Learning Center

Antipolo City

In

Partial Fulfillment of the

Requirement for Information, Communication, and Technology

On Inquiry, Investigation, and Immersion

Researchers:
ALEXANLOU M. RECINTO
ZYRELYN M. DEMARQUEZ
MARK JONEL A. SOLLESTRE
CRYSTAL AVRHIL ESQUIVIAS

ICT 12 - 3

APRIL 2025
 ABSTRACT

TITLE:​ ​ ​ ​ A DESCRIPTIVE CORRELATIONAL STUDY

​ ​ ​ ​ ​ ON THE FACTORS AFFECTING THE ​

​ ​ ​ ​ ​ CUSTOMERS’ SATISFACTION IN ​

​ ​ ​ ​ ​ GAMELUXE E-SPORTS CAFE, ANTIPOLO

​ ​ ​ ​ ​ CITY

RESEARCHERS:​ ​ ​ RECINTO, ALEXAN LOU M.

​ ​ ​ ​ ​ DEMARQUEZ, ZYRELYN M.

​ ​ ​ ​ ​ SOLLESTRE, MARK JONEL A.

​ ​ ​ ​ ​ ESQUIVIAS, CRYSTAL AVRHIL

TYPE OF DOCUMENT:​ ​ UNDERGRADUATE THESIS

SCHOOL:​ ​ ​ ​ AMA COMPUTER LEARNING CENTER ​

​ ​ ​ ​ ​ (ANTIPOLO)

YEAR MANUSCRIPT:​ ​ 2025

RESEARCH INSTRUCTOR: ​ MS. ARIANE MAE CAMAS

NUMBER OF PAGES:​ ​

​ ​ ​

iv
 EXECUTIVE SUMMARY

This study is titled, "A DESCRIPTIVE CORRELATIONAL STUDY ON

THE FACTORS AFFECTING THE CUSTOMERS’ SATISFACTION IN

GAMELUXE E-SPORTS CAFE, ANTIPOLO CITY." The study used

Correlational-Descriptive design as a research method. The participants of the study

are the customers that use the cafe's computers for at least an hour with a total number

of fifty (50) respondents. The instrument used by the researchers was the

questionnaire in order to collect data from the respondents who were customers that

plays on the computers at Gameluxe E-sports Cafe as to the factors affecting customer

satisfaction. The content of the questionnaire has three categories that may be

affecting the customers' satisfaction in Gameluxe E-sports Cafe. Frequency,

percentage, and rank was used by the researchers to determine and measure the profile

of the respondents.In regards to the results and findings of the analysis on the

gathered data, it was found that beyond expectation was found the highest obtained

among all the results of the questionnaire regarding the factors affecting customer

satisfaction in Gameluxe E-sports Cafe, Antipolo City. To conclude, the results

showed that the pricing, service quality, and overall environment of the e-sports cafe

are huge factors of what's affecting the costumer satisfaction in Gameluxem After the

researcher determined the result, they made recommendations to continue maintaining

the quality of it's pricing, services, and the environment as it is already in meeting the

customers' satisfaction.

iv
 ACKNOWLEDGEMENT

This piece of work will not be possible without the help of the following

person:

MRS. LYNDIE B. LINDO for guiding the researchers in order to progress

our research effectively,

MS. ARIANE CAMAS their research instructor, for also the guidance and

lessons given before, during, and after conducting the study,

MR. JONATHAN OBIEN for the instructions and advice given to progress

the research further,

MRS. EVANGILINE VALERIANO for being the supportive teacher, for the

wisdom, knowledge, and tips during the process of completing the study,

Their FAMILIES for the financial, moral, and emotional support,

CLASSMATE and FRIENDS for being the helping hand and a comfort

through the hardships,

and mostly to our GOD, for his kindness and blessings given.

iv
NAME OF CONTENTS
 CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

This chapter presents the Introduction, Statement of the Problem, Conceptual

Framework, Theoretical Framework, Assumption of the Study, Significance of the

Study, Scope and Limitations, and Definition of Terms.

Introduction

Digital platforns became unstoppable of growing and adapting to individuals

up until today. One of such establishment is e-sports cafes, whom have become

increasingly popular as dedicated spaces for immersive gaming experiences. Unlike

traditional internet cafes, e-sports cafes offer high-performance gaming equipment,

fast internet connectivity, and an environment mainly for competitive gamers. These

establishments have evolved into community hubs where gamers can socialize,

compete, focus, and enjoy gameplays together.

E-sports cafes influences gaming culture. In urban places such as in Antipolo

City, the first ever Gameluxe E-Sports Cafe, which caters to various individuals,

includes gamers, students, and professionals. As it gains its popularity, the customer

satisfaction becomes more crucial to its success.

Salim et al. (2019) noted that, "companies realized and understood the

significance of customer satisfaction (especially service producing companies) and

 2

have adopted it as the highest priority of their operational goals in the present

decade."

This emphasizes the ongoing efforts of internet cafe to enhance and improve

their services to remain competitive among similar establishments, prioritizing

customer satisfaction, which aligns to the study that is being conducted, to understand

and identify the factors of what contributes in influencing customer satisfaction.

The objective of this study is to identify the factors that contribute to customer

satisfaction and understand their relationship with satisfaction levels​ ​

​ The goal is to provide insights that could help improve service quality,

maintain customer satisfaction, and achieve long-term success in the e-sports cafe

industry.

Statement of the Problem

This study aims to identify the factors affecting customer satisfaction in

Gameluxe E-Sports Café in Antipolo City, and to analyze the relationship between

these factors and the overall level of customer satisfaction.

Specifically, it aims to determine the following:

1. Profile of respondents in terms of:

1.1 Name (optional)

1.2 Gender

1.3 Average Gaming Hours per Visit:

1.3.1 Less than an hour

1.3.2 More than 1 hour

 3

2. To what extent do the following factors influence customer satisfaction at

Gameluxe E-Sports Café:

​ 2.1 Affordability

2.2 Service Quality

​ 2.3 Servicescape​

3. Which among the examined factors show a significant relationship with overall

customer satisfaction.
 4

Conceptual Framework

Figure 1
FACTORS AFFECTING THE CUSTOMER’S SATISFACTION IN
GAMELUXE NET CAFE, ANTIPOLO CITY
 5

Theoretical Framework

​ According to the Servicescape Theory by Bitner (1992), the physical

environment in which a service is delivered (often referred to as the "servicescape")

plays a critical role in shaping customers’ perceptions and behaviors. The

servicescape includes elements such as layout, lighting, signage, temperature, and

overall ambiance. These environmental cues can impact customers' emotional

responses and satisfaction levels, influencing their decisions to revisit a service

establishment or recommend it to others. In the context of Gameluxe E-Sports Cafe,

customers expect a comfortable and immersive environment that enhances their

gaming experience. If the physical environment does not meet these expectations,

customers may feel discomfort or dissatisfaction, but if the environment exceeds their

expectations, it can lead to increased customer satisfaction and loyalty.

Additionally, the Gender Schema Theory, proposed by Carol L. Martin

and Charles F. Halverson in 1981 and later expanded by Sandra L. Bem suggests

that people learn about gender roles from their culture and society. These learned

ideas, or "schemas," influence how individuals think they should behave based on

their gender. For instance, someone might believe that certain activities or behaviors

are appropriate only for males or females. In the context of Gameluxe E-Sports Café,

these gender-based expectations can affect how customers perceive their experiences.

For example, male and female customers might have different expectations regarding

the gaming environment, customer service, or available amenities. Understanding

these gender-influenced expectations is essential for identifying the factors that affect

customer satisfaction at Gameluxe. By recognizing and addressing these differences,

the café can enhance the overall customer experience for all patrons.
 6

Lastly, the Expectation-Confirmation Theory (ECT) by Oliver (1980)

explains that customers develop expectations before using a service. Once they

experience the service, they compare it with their initial expectations. If the service

meets or surpasses their expectations, they feel satisfied; if it falls short,

dissatisfaction occurs. This applies to Gameluxe E-Sports Cafe, where customers

expect smooth gameplay, fast internet, and good customer service. Any deviation

from these expectations influences their level of satisfaction.

These theories provide a foundation for analyzing the factors that affect

customer satisfaction at Gameluxe E-Sports Cafe in Antipolo City.

Assumption of the Study

​ ​ This study assumes that the customers at Gameluxe E-Sports Cafe are

satisfied with their gaming experience. It also presumes that they will answer the

questionnaires truthfully, accurately reflecting their genuine experiences at Gameluxe

E-Sports Cafe.

Additionally, it assumes that the selected customers are satisfied with the

prices, services, and environment that Gameluxe has. Furthermore, the study assumes

that their satisfaction extends to both genders equally when using the gaming

peripherals in the cafe.

Significance of the Study

​ ​ This research aims to study and determine the factors that affect

customer satisfaction at Gameluxe E-sports Cafe in Antipolo City using correlational

and descriptive designs.

 7

This research can benefit Customers by giving them information that will be

an indication of the improvement of services at Gameluxe E-Sports Cafe, and also the

students to learn about customer satisfaction and the degree to which it is determined

by many different factors.

The study wants to extend help to the Local Community by improving the

services of local establishments, enhancing customer-business relationships, and

building up the economy of the area.​

This study can help Young Entrepreneurs to be motivated when they decided

to build a business like computer shops like this and create a more customer-focused

business model, increasing their chances of success in the competitive e-sports cafe

industry.

This study would also be helpful for Future Researchers, being that there

have been few studies on customer satisfaction in internet cafes in Antipolo City, this

study can be a good reference for future researchers who want to study issues related

to customer service and satisfaction.

Furthermore, this research is pertinent since it looks at how different factors

relate to customer satisfaction -- a study that will be relevant for policy formulation

toward ensuring positive customer experience, customer loyalty, and overall growth

of the business.

Scope and Limitation of the Study

​ ​ This study focuses on the factors affecting customer satisfaction at

Gameluxe E-sports Cafe in Antipolo City. The respondents will be customers who

have used the computers for gaming at least an hour.

 8

At least fifty (50) male and female respondents' data will be collected from

Gameluxe E-sports Cafe. Customers who do not fall under the category are outside

the scope of this research and will not be included in the study.

This research will be carried out at 2nd Floor RMC Commercial Building Blk

2 A-C Provincial Road Cor. Pedracio St. Brgy. Dalig Antipolo City, Rizal. This study

will only conclude statements that are directly related to our research topic, and will

exclude any irrelevant information.

Definition of Terms:

In order for better understanding of the study the following terms are defined:

Contradicts. It is to say the opposite of what someone else has said.

Conversely. It is introducing a statement or idea which reverses one that has

just been made or referred to.

Discrepancy. It refers to the difference or gap between what customers expect

and what they actually experience.

Deviation. It is doing something that is different from what people consider to

be normal or acceptable.

Gaming Culture. It refers to the collective behaviors, values, and norms

shared by a group of gamers, influencing how they interact, socialize, and engage in

gaming experiences.
 9

Immersive. It refers to creating a deeply engaging or absorbing experience,

often used to describe interactive and captivating environments, such as those in

gaming.

Peripherals. It refers to external devices or equipment, such as keyboards,

mice, headphones, and controllers, that enhance the gaming experience.

Pertinent. It means something that is directly relevant or applicable to the

subject matter or situation being discussed.

Seamless. It is smooth and continuous, with no apparent gaps or spaces

between one part and the next.

​
 10

CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

​ This chapter presents the Local Literature, Foreign Literature, Local Studies,

and Foreign Studies.

Local Literature

This section focuses on Local Literature related to customer satisfaction,

loyalty, service quality, and business strategy.

​ According to Joy Rabo and Michelle Ang "Determinants of Customer

Satisfaction in a Philippine Retail Chain (2018),” “Product quality, service quality,

and value for money were significant drivers of customer satisfaction" The value for

money, often influenced by competitive pricing and perceived worth, has emerged as

an essential factor in fostering positive customer experiences. These findings

highlight the importance of maintaining high standards in product and service

offerings to enhance customer satisfaction within the local market. Just like Gameluxe

E-sports Cafe, offering premium gaming PCs to remain competitive and in demand.

By focusing on product quality, service quality, and value for money, businesses can

create a loyal customer base, drive growth, and establish a reputation for excellence.

In a book called, "Strategic Marketing Management" by Francis B.

Banaag et. al (2018), "Loyalty occurs if a customer continues to purchase goods or

services from the same source over time. As noted in Chapter 1, customer satisfaction

is the main cause of loyalty." This concept is particularly relevant to the current study

for Gameluxe E-sports Cafe as it highlights the importance of customer satisfaction in

driving loyalty among customers. Furthermore, the book emphasizes that "satisfaction

and loyalty are enhanced by a strong brand equity," which implies that a
 11

well-established and reputable brand can reinforce customer satisfaction and loyalty

that will create a positive feedback loop. This is important for the study of Gameluxe

E-sports Cafe, as this book suggests a factor that can cause the customer to be

satisfied. The book tells that a strong brand equity can be done through providing

consistent high-quality services, positive customer experiences, and effective

branding strategies, which can and will eventually drive the cafe to its business

growth and success.

Another book called, “Business Policy and Strategy” by Dr. Marivic Flores

(2017), it explains that strategy serves as a structured approach that management

follows to achieve key business objectives, such as attracting and retaining customers,

establishing a strong market presence, optimizing operations, and maintaining a

competitive edge. As Wright, Kroll, and Parnell (1996) define it, "strategy refers to

top management's plan to attain the outcomes consistent with the organization's

mission and goals." This underscores the significance of strategic planning in

ensuring business sustainability and growth which helps to the study of Gameluxe

E-sports Cafe, adopting a well-defined strategy can enhance customer satisfaction,

improve service efficiency, and build a strong reputation in the gaming industry. By

upgrading its gaming facilities, delivering high-quality customer service, and

executing effective marketing strategies, Gameluxe E-sports Cafe can strengthen its

market position and achieve long-term success.

​ Furthermore, “Entrepreneurship Fundamentals” by Ariel D. Pineda

(2019), it highlights that "people are the most important element of any service or

experience service system," as service quality depends on how well providers meet

customer needs. For the study of Gameluxe E-sports Cafe, this emphasizes the crucial

role of well-trained, customer-oriented staff in ensuring high-quality service.

 12

Employees' interactions that is whether through technical support, or responsiveness,

directly impact customer satisfaction and loyalty. By personalizing experiences,

addressing gamers' preferences, and maintaining service consistency, Gameluxe

E-sports Cafe can enhance customer engagement and ensure a customer satisfaction

in return.

​ Finally, "Entrepreneurship" in the chapter 2 "Consumer preferences, piques

and perceptions" by Dr. Eduardo A. Morató, Jr. (2016 Edition),"Consumer

preferences, piques, and perceptions can be sources of opportunities." based on this

study, consumer preferences, piques, and perceptions are essential factors that can

create opportunities for GameLuxe E-sports Cafe to deliver customer satisfaction. By

understanding these factors, the business can identify areas for improvement, innovate

its services, and ultimately drive customer loyalty and retention.

Foreign Literature

This section examines how service quality, customer prioritization, and

expectation management influence customer satisfaction.

​ In an article by Navimipour and Zareie (2015) and Nguyen and Simkin

(2013) in “Examining satisfaction with the experience during a live chat service

encounter-implications for website providers,” it is stated that "internet technology

enables companies to capture new customers, track their performances and online

behavior, and customize communications, products, services, and prices." This

literature emphasizes how businesses can use digital tools to understand and meet

customer needs, making it highly relevant to the study of Gameluxe E-sports Café.

They further explains that customers can easily access information online about

various products and services, which influences their purchasing decisions.

 13

Companies, in turn, can utilize technology to gather and analyze customer data,

enabling them to develop better marketing strategies and improve service offerings.

This aligns with the objectives of Gameluxe E-sports Café, where digital engagement,

service optimization, and customer satisfaction play a critical role in its success. This

highlights how firms can convert collected data into meaningful insights to

understand customer behavior, preferences, and purchasing trends which applies to

Gameluxe E-sports Café, where delivering quality service and providing fast, efficient

support are essential to maintaining a competitive edge and fostering customer

loyalty.

Moreover, in an article by McLean, Wilson, and Truel (2017) in

"Examining satisfaction with the experience during a live chat service

encounter—implications for website providers," it is stated that “many

organizations are now offering customer service and online support through instant

messaging platforms, known as ‘live chat’ systems.” These systems allow businesses

to provide real-time service-related assistance, increasing customer satisfaction

through immediate responses, improved trust, and higher engagement. This literature

is relevant to the study of Gameluxe E-sports Café as it highlights the role of digital

customer service in enhancing user experience. The article further explains that live

chat interfaces are cost-effective solutions that not only improve accessibility to

support but also encourage repeat visits by providing 24/7 availability. Applying this

to Gameluxe E-sports Café, optimizing customer service quality—such as

responsiveness, reliability, and empathy—through efficient digital support can lead to

higher customer loyalty and satisfaction, ultimately contributing to its long-term

success.
 14

Similarly, in an article by Bowen, Freidank, Wannow, and Cavallone (2018)

in "Service failures as a trigger for customer responses: Examining the role of

online brand communities," it is stated that "some of these failures have the

potential to turn into large organizational crises." This literature emphasizes the

significance of service failures in shaping customer perceptions and brand reputation.

It highlights that service failures can lead to negative emotions and dissatisfaction,

particularly in industries where customer experience plays a vital role in business

success. This concept is relevant to the study of Gameluxe E-sports Café, as it

underscores the importance of maintaining consistent service quality to prevent

dissatisfaction. The article further explains that businesses that actively address

service failures and improve their customer service strategies can mitigate negative

impacts and strengthen customer trust. Applying this to Gameluxe E-sports Café,

ensuring high service quality and efficient issue resolution can help retain loyal

customers, maintain brand reputation, and sustain long-term business growth in a

highly competitive market.

​ Furthermore, in a book by Hague and Hague (2016), "Customer

Satisfaction and Loyalty Measurement," it is stated that "the value of keeping a

customer is only one-tenth of winning a new one." This literature highlights the

importance of retaining customers by delivering value through a well-coordinated

service experience. It emphasizes that customer satisfaction is not only about the core

product but also about the entire service process, including product delivery,

documentation, and internal collaboration among departments. Additionally, from a

profitability and productivity standpoint, businesses should focus on activities that

add value to customers while also building trust to encourage customer feedback. It is

particularly relevant to the study of Gameluxe E-sports Café, as it underscores the

 15

importance of customer experience in shaping satisfaction. At Gameluxe E-sports

Café, satisfaction is formed based on the user’s experience with the services provided.

This includes evaluating the features and attributes of the gaming setup, service

quality, and overall environment, all of which contribute to the level of pleasure a

customer derives from meeting their needs. Ensuring a seamless and enjoyable

customer experience can lead to higher retention rates and long-term business success.

Besides that, in a book by Alan Pennington (2016), "The Customer

Experience Book: How to Design, Measure and Improve Customer Experience in

Your Business," it is stated that "most of what we believe about customer service is

superficial—think marketing messages that talk about the great experience a brand

offers but don’t make good on those promises in person." It emphasizes the

importance of aligning marketing messages with actual customer experiences to build

trust and satisfaction. It suggests that organizations should focus on delivering

genuine value through consistent and authentic interactions, rather than relying solely

on promotional claims. This is relevant to the study of Gameluxe E-sports Café, as it

underscores the need for the café to ensure that its marketing promises are reflected in

the actual customer experience. By providing consistent high-quality services that

meet or exceed customer expectations, Gameluxe E-sports Café can enhance

customer satisfaction and foster loyalty, leading to sustained business goals.

Local Studies

This section focuses on the role of internet cafés in providing affordable

digital access, customer satisfaction, and loyalty.

​ From the article, “Profile, Gaming Usage and Purposes of Gaming of

Internet Café Users in Manila: An Exploratory Study” by Bringula et al. (2024),

 16

it highlighted that in the Philippines, "public access to computer and internet is also

predominantly done through cyber cafes. The cyber cafe is interchangeably called

internet cafe, internet shop, or computer shop. The cyber cafe became an instant-hit

business in the Philippines because of its affordable services." Furthermore, most

internet café gamers in Manila are young, male students pursuing or having obtained

college degrees that typically visit cyber cafés in the afternoon, once to twice a week,

to play real-time strategy games as it says, "real-time strategy games were the most

frequently played games in cyber cafes. To recreate, to relieve boredom, and to have

fun were the top three reasons in playing games in cyber cafe." These findings

emphasize the significant role of cyber cafes in providing affordable and convenient

digital access to the public. This provides a better understanding to the study in

Gameluxe E-sports Cafe, as understanding gaming preferences and customer

motivations is crucial in shaping business strategies. By offering high-quality gaming

experiences, comfortable facilities, and engaging game selections, the cafe can attract

more patrons and foster customer loyalty. Additionally, recognizing the demand for

real-time strategy games can guide the cafe in enhancing its services to align with

customer expectations.

​ Apart from that, “The Level of Satisfaction of Internet Café Users” by

Romel C. Nemiño (2018), “the level of satisfaction of internet users is moderately

satisfied." This suggests that while customers generally find internet café services

acceptable, they do not always meet their full expectations. Factors such as internet

speed, computer performance, pricing, and overall service quality play a crucial role

in shaping customer satisfaction. For Gameluxe E-sports Cafe, understanding these

factors is essential in maintaining and improving customer experience. Addressing

common concerns such as slow internet speeds, outdated equipment, or lack of

 17

customer assistance can enhance satisfaction levels, making customers more likely to

return. Additionally, providing a comfortable gaming environment, offering loyalty

programs, and ensuring efficient technical support can contribute to a better overall

experience. This study suggested to the researchers to continuously improve the

Gameluxe E-sports Cafe’s services based on customer feedback and expectations.

​ Furthermore, “Factors Affecting Customer Loyalty in Nueva Ecija,

Philippines” by Bautista (2016), emphasizes that "customer loyalty is one of the

important things that a business wants, especially if they want to build their brand,"

identifying brand awareness, brand image, and customer satisfaction as key

influencing factors. For Gameluxe E-sports Cafe in Antipolo City, these insights are

particularly relevant; enhancing brand awareness can be achieved through targeted

marketing strategies that highlight the café's unique offerings, developing a positive

brand image involves maintaining a consistent and appealing aesthetic both online

and within the café to attract and retain customers, and most importantly, ensuring

high levels of customer satisfaction through exceptional service, reliable internet

connectivity, and a comfortable gaming environment can significantly boost customer

loyalty. By focusing on these factors, Gameluxe E-sports Cafe can strengthen its

brand and foster a loyal customer base.

​ In addition, Mamaril, J. C. O. (2016) “Computer Security Analysis of

Internet Cafés in Lingayen, Pangasinan” “Internet café is not really about

computers only; it is about people, communication and sharing information and

knowledge as well as overcoming physical boundaries. While the internet cafés offer

access to tremendous education, leisure, and social opportunities through internet."

Based on Mamaril (2016) study, that internet cafés are more than just places to use a

computer—they offer experiences that cater to people’s needs for communication,

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information, and social interaction. When customers visit an internet café, they expect

not just access to technology but also a comfortable environment where they can

connect with others, learn, or enjoy leisure activities. This analysis is highly relevant

to the study in Gameluxe E-sports Cafe, as meeting these broader expectations can

significantly impact customer satisfaction.

Beyond that, Santos and Reyes (2021), in their study “Service Quality and

Customer Satisfaction in the Philippine Courier Industry: A Comparative

Analysis of LBC Express and JRS Express, stated that,” “reliability is known as

the delivery of promised service accurately to the customers, it is important in service

quality because most of the clients would prefer to transact with a company that holds

their promises to customers” (p. 440). This underscores the importance of reliability

as a key driver of customer satisfaction. In the courier industry, ensuring that

commitments are met fosters trust and loyalty. Similarly, Gameluxe E-sports Café can

enhance its customer experience by ensuring that complaint processing is swift,

technical support is readily accessible, and interactions are consistently courteous. By

aligning service performance with customer expectations, as highlighted by Santos

and Reyes (2021), Gameluxe E-sports Café can not only improve customer

satisfaction but also foster long-term loyalty, giving it a competitive edge in the

fast-paced digital environment.

Foreign Studies

This section focuses on studies related to service quality, customer

satisfaction, loyalty, and the physical environment.

​ According to Eduljee, Kumar, and Buhariwala (2020) in their study

"Gender Differences in Patterns of Internet Usage: A Study of College Students

 19

from Mumbai, India," male students reported significantly higher levels of internet

experience compared to female students. While both genders accessed the internet

daily and primarily used it at home, males were more inclined to use the internet for

downloading music/games and online banking, whereas females predominantly used

it for social networking and chatting with friends. These findings highlight the

nuanced ways in which gender influences internet usage patterns. Applying this to

Gameluxe E-Sports Café in Antipolo City, understanding these gender-specific

internet usage behaviors can inform the development of targeted services and

marketing strategies. For instance, offering a diverse range of gaming options and

creating inclusive community events can cater to the varied preferences of male and

female customers, thereby enhancing overall customer satisfaction and loyalty.

​ Moreover, according to the study titled “An Analysis of Effect Servicecape,

Innovation and Consumer Dissatisfaction Towards The Consumer Attitudes at

Internet Cafe Business in Medan Tembung District” by Wibowo and Fadillah

(2019), it investigates how the service environment or the servicecape affects

customer satisfaction in internet cafes, particularly among younger consumers. The

study emphasizes that elements such as interior design, cleanliness, lighting, seating

arrangement, and overall ambiance significantly influence customers’ emotional

responses and evaluations of the service experience. Wibowo and Fadillah (2019)

state that “young people tend to spend more time in cafés that are comfortable and

have a strong aesthetic value, making them a favourite gathering place” (p. 4). By

creating an attractive and comfortable physical environment, Gameluxe E-Sports Cafe

in Antipolo City can cater to the preferences of its young clientele. Enhancing the

servicescape not only improves customer satisfaction but also encourages longer stays
 20

and increased likelihood of return visits, strengthening the café's position as a

preferred gaming and social hub.

​ Additionally, according to Sihombing and Sitorus (2020) in their article "An

Analysis of Effect Service Quality, Innovation and Consumer Dissatisfaction

Towards The Consumer Attitudes at Internet Cafe Business in Medan Denai

District," the servicescape dimensions in Internet Cafes include providing adequate

lighting, proper air ventilation, thematic color schemes, and maintaining cleanliness

both inside and outside the premises. These factors are crucial in attracting and

retaining customers, as a well-maintained environment enhances the overall customer

experience. For Gameluxe E-sports Cafe in Antipolo City, focusing on these

servicescape elements can significantly improve customer satisfaction and loyalty,

thereby ensuring a competitive edge in the market.

​ And according to Patarai et al. (2025), “The Influence of Relationship

Marketing and Service Quality on Customer Loyalty at Pandora Cybercafe

Through Customer Satisfaction as an Intervening Variable,” “As the growth of

consumer desires and needs continues to develop, each company strives to attract as

many customers as possible by improving quality in terms of service, marketing, and

the utilization of increasingly advanced technology.” The high level of competition

and the emergence of new technologies require companies, including Gameluxe

E-sports Cafe, to strive to maintain their market share with a priority on retaining

existing customers. It connects to what the researcher is studying, as how retaining

customers and maintaining their loyalty is very important and becomes competitive

advantage for the cafe. Their study implies that companies that wish to advance their

business activities must be able to provide good service quality and ensure comfort
 21

and safety for their customers because this is one of the indicators that influence the

success of a company.

​ Besides this, in the study "The Structural Relationship among Perceived

Service Quality, Perceived Value, Customer Satisfaction, and Behavioral

Intention" by Ge et al. (2021), "Customers’ satisfaction has a significant positive

effect on their behavioral intention." This finding suggests that when customers are

satisfied with the services they receive, they are more likely to exhibit favorable

behaviors, such as repeat patronage and positive word-of-mouth. Applying this to

Gameluxe E-sports Cafe in Antipolo City, enhancing customer satisfaction through

high-quality services can lead to increased customer loyalty and positive behavioral

intentions, contributing to the cafe's long-term success.

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CHAPTER III

METHODOLOGY

This chapter discusses the Research Design, Sampling Technique, Research

Instrument, and Sources of Data.

Research Design

​ The research design that will be used in this study is the

Descriptive-Correlational Method. Descriptive correlational research provides a

comprehensive framework for understanding patterns and associations. It does not

establish direct cause-and-effect relationships but instead helps in recognizing trends

and potential influences. This approach allows researchers to make data-driven

conclusions, which can be valuable for businesses like Gameluxe E-sports Cafe in

improving their services based on customer feedback. That is, by using this research

design, the study will offer insights into the factors that contribute to customer

satisfaction, providing a foundation for future improvements in the internet cafe

industry.

Sampling Technique

This study will use the Purposive Sampling Technique, selecting

respondents who have actually used the computers at Gameluxe E-sports Cafe for

gaming. The researchers will focus on individuals who have spent at least an hour

using the cafe’s services to ensure that the collected data reflects the experiences of

active users. This method ensures that the study gathers insights from customers who

are directly engaged with the cafe’s gaming facilities, providing a more accurate

assessment of the factors affecting customer satisfaction.

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Research Instrument

​ This study used a questionnaire to survey the customers of Gameluxe E-sports

Cafe about customer satisfaction. The questionnaire was developed based on the

study's objectives. The researchers will provide two (2) parts. The first part of the

questionnaire consists of personal information about the respondents; this includes

their name, age, gender, and average gaming hours per visit. The second part consists

of three(3) categories and five (5) questions for each aspect, with a total of fifteen(15)

questions that contain the aspects of affordability, service quality, and servicescape.

The respondents will answer these questions by checking the box that is aligned with

the question to pick which of the four (5) options applies to the said aspects.

Sources of Data

​ This study will take place at Gameluxe E-sports Cafe in Antipolo City. The

researchers chose this location to analyze the factors affecting customer satisfaction.

The respondents will be customers who have used the cafe’s computers for gaming

for at least an hour. A total of at least (50) male and female participants will be

selected using purposive sampling to ensure that various user experiences are

represented.

By gathering data from different users, this study will provide insights into

how the factors—affordability, service quality, and servicescape—influence customer

satisfaction. The collected data will help identify which of these factors has the most

significant impact on customer satisfaction at Gameluxe E-Sports Café and highlight

areas for improvement in the café’s offerings.

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A DESCRIPTIVE CORRELATIONAL STUDY ON THE FACTORS

AFFECTING THE CUSTOMERS’ SATISFACTION IN GAMELUXE
E-SPORTS CAFE, ANTIPOLO CITY

Name (optional): ___________________________________________________ Gender:____

Your average gaming hours everytime you visit:

Less than an hour More than 1 hour

How would you rate the following based on your experiences at Gameluxe E-sports Cafe?

Kindly check(/) the appropriate box that corresponds to your experience.

(1) Above my expectations (2) Better than expected (3) Fine (4) Could be better (5) Disappointed

AFFORDABILITY 1 2 3 4 5
1.​ I find the pricing of computer rentals reasonable.
2.​ The promotions, bundles, or discounts help make gaming more affordable for me.
3.​ The pricing options are flexible enough to suit my gaming needs.
4.​ The payment options available are easy and convenient for me.
5.​ I feel that the pricing matches the quality of service I receive.
SERVICE QUALITY 1 2 3 4 5
6.​ I find the staff accommodating and approachable.
7.​ The gaming equipment and computers I use are well-maintained.
8.​ The internet speed is fast and reliable for my gaming needs.
9.​ The café is well-maintained, clean, and organized every time I visit.
10.​ I feel safe and secure while gaming at this café.
AMBIANCE 1 2 3 4 5
11.​ The overall theme and design of the café creates a great gaming atmosphere.
12.​ I enjoy long gaming sessions because the seating is comfortable.
13.​ My gaming experience is not affected by the noise level in the cafe.
14.​ I am comfortable to stay because the café has good ventilation and temperature control.
15.​ The overall customer service experience is satisfactory.
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CHAPTER IV

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

​ This chapter refers to the process of organizing, examining and

explaining Information to draw conclusions and make informed decisions. It involves

gathering data, analyzing it, and presenting it in various formats.

Table 1

Frequency, Percentage, and Rank Distribution of Respondents in terms of

Gender

Gender Frequency Percent Rank

Female 12 24 2

Male 38 76 1

Total 50 100

The table above provides data on the frequency, percentage, and rank of

gender of 50 customers in gender who have played in Gameluxe Cafe. Out of 50

customers in Gameluxe Cafe, male got the highest frequency with 38 and female with

12 frequency.

​ Using the five (5) Likert Scale, the respondents evaluated the structure as

shown in the table below:

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Verbal of Data
Rating Scale Scale Interval
Interpretation
1 1.00 – 1.79 Above my expectations

2 1.80 – 2.59 Better than expected

3 2.60 – 3.39 Fine (Neutral)

4 3.40 – 4.19 Could be better

5 4.20 – 5.00 Disappointed

Table 2

Frequency, Percentage, and Rank Distribution of Respondents in Terms of

Affordability

Affordability
Verbal
Statement AE BE N CB D Mean
Interpretation
1. I find the pricing of
Above my
computer rentals 24 19 6 1 0 1.68
reasonable. expectations

2. The promotions, bundles,

or discounts help make Above my
gaming more affordable for
20 23 7 0 0 1.74
expectations
me.

3. The pricing options are

Above my
flexible enough to suit my 22 22 6 0 0 1.68
gaming needs. expectations

4. The payment options

Better than
available are easy and 21 20 6 3 0 1.82
convenient for me. expected

5. I feel that the pricing

Better than
matches the quality of 19 23 5 2 1 1.86
service I receive. expected

Above my
OVERALL MEAN 1.76
expectation
 27

​ This table shows the questions in the category of affordability. Question one

(1) concludes that most of the respondents agreed that the pricing of computer rentals

is above their expectations, which means it is reasonable.

​ Furthermore, question two (2) shows that many of the respondents have

answered “Better than Expected” although the overall mean is still on “Above my

Expectations” about the promotions, bundles, and discounts that help make gaming

more affordable.

​ In addition, question three (3) states that the pricing options are flexible

enough to suit gaming needs. This question shows that the respondents were again

positively satisfied.

​ Moreover, question four (4) shows that the respondents still found the

payment options better than expected.

​ Lastly, question five (5) reveals that most of the respondents have answered

“Better than Expected” about whether the pricing matches the quality of service.

​ In conclusion, the overall mean is 1.76, revealing that the pricing that

Gameluxe E-sports Cafe offers are above expectations of the respondents.

 28

Table 3

Frequency, Percentage, and Rank Distribution of Respondents in Terms of

Service Quality

Service Quality
Verbal
Statement AE BE N CB D Mean
Interpretation
1. I find the staff
Better than
accommodating and 18 13 16 3 0 2.08
approachable. expected

2. The gaming equipment

Better than
and computers I use are 17 23 6 3 1 1.86
well-maintained. expected

3. The internet speed is fast

Better than
and reliable for my gaming 16 19 12 3 0 2.04
needs. expected

4. The café is
Better than
well-maintained, clean, and 15 18 10 4 3 2.24
organized every time I visit. expected

5. I feel safe and secure Better than

while gaming at this café.
16 22 10 1 1 1.98
expected
Better than
OVERALL MEAN 2.04
expected

​ This table presents the responses for the category of Service Quality. Question

one (1) shows that most of the respondents agreed that the staff are accommodating

and approachable, which made them feel welcomed during their visits.

Similarly, question two (2) indicates that the gaming equipment and computers

used by the respondents are well-maintained and in good condition.​

​ In addition, question three (3) shows that the internet speed is fast and reliable

enough to meet their gaming needs.​

​ Moreover, question four (4) reveals that the café is well-maintained, clean, and

organized every time the respondents visit.​

 29

​ Lastly, question five (5) shows that most of the respondents feel safe and

secure while gaming at the café.

In conclusion, the overall mean is 2.04, which shows that the respondents

rated the service quality of Gameluxe E-sports Cafe as better than expected.

Table 4

Frequency, Percentage, and Rank Distribution of Respondents in Terms of

Ambiance

Ambiance
Verbal
Statement AE BE N CB D Mean
Interpretation
1. The overall theme and
Above my
design of the café creates a 26 15 9 0 0 1.66
great gaming atmosphere. expectations

2. I enjoy long gaming

Better than
sessions because the seating 16 22 9 3 0 1.82
is comfortable. expected

3. My gaming experience is
Better than
not affected by the noise 15 12 17 5 1 2.3
level in the cafe. expected

4. I am comfortable to stay
because the café has good Better than
ventilation and temperature
14 24 6 5 1 2.1
expected
control.

5. The overall customer

Better than
service experience is 18 21 7 4 0 1.94
satisfactory. expected

Better than
OVERALL MEAN 1.96
expected

​ This table shows the questions under the category of Ambiance. Question one

(1) shows that most of the respondents agreed that the overall theme and design of the

café creates a great gaming atmosphere, which helps enhance their experience.​

​ Additionally, question two (2) reveals that many respondents enjoy long

gaming sessions because they find the seating comfortable.​

 30

​ In relation to that, question three (3) shows that the noise level in the café does

not greatly affect the respondents' gaming experience.​

​ Also, question four (4) indicates that the respondents are comfortable staying

in the café because of its good ventilation and temperature control.​

​ Lastly, question five (5) shows that most of the respondents found the overall

customer service experience to be satisfactory.

In conclusion, the overall mean is 1.96, which means the respondents rated the

ambiance of Gameluxe E-sports Cafe as better than expected.

Table 5​

Grand Mean Distribution of Respondents in Terms of Affordability, Service

Quality, and Ambiance

ASPECTS OVERALL MEAN VERBAL

1.​ Affordability 1.76 Above my Expectations

2.​ Service Quality 2.04 Better than Expected

3.​ Ambiance 1.96 Better than Expected

GRAND MEAN 1.92 Better than Expected

​ This table shows the overall mean scores from the three main aspects:

Affordability, Service Quality, and Ambiance. Among the three, Affordability

received the highest rating with a mean of 1.76, interpreted as Above my

Expectations. ​Meanwhile, Service Quality and Ambiance were both rated as Better

than Expected, with mean scores of 2.04 and 1.96 respectively.​

​ Overall, the grand mean is 1.92, which indicates that most respondents found

their experience at Gameluxe E-sports Café better than expected across all aspects.
 31

CHAPTER V

SUMMARY OF FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS

​ In this chapter, the researchers concludes the summary of findings

presented in the previous chapter, followed by the discussion of findings and relating

it to what others discovered, the conclusions, and the recommendations.

Summary of Findings

​ The study addressed the following research questions:

1.​ Profile of customers in Gameluxe E-sports Cafe in terms of age, gender, and

average gaming hours per visit.

1.1​ Most of the respondents are nineteen (19) years old.

1.2​ Thirty-eight (38) male respondents and twelve (12) female

respondents.

1.3​ Fifty (50) respondents play games more than an hour.

2.​ Assesment of respondents’ answer based on statements in Affordability.

2.1 Respondents overall answered “ABOVE MY EXPECTATIONS” with

statement 1 which states that I find the pricing of computer rentals reasonable.

2.2 Respondents overall answered “ABOVE MY EXPECTATIONS” with

statement 2 which states that the promotions, bundles, or discounts help make gaming

more affordable for me.

2.3 Respondents overall answered “ABOVE MY EXPECTATIONS” with

statement 3 which states that the pricing options are flexible enough to suit my

gaming needs.
 32

2.4 Respondents overall answered “BETTER THAN EXPECTED” with

statement 4 which states that the payment options available are easy and convenient

for me.

2.5 Respondents overall answered “BETTER THAN EXPECTED” with

statement 5 which states that I feel that the pricing matches the quality of service I

receive.

3.​ Assesment of respondents’ answer based on statements in Service Quality.

​ 3.1 Respondents overall answered “BETTER THAN EXPECTED” with

statement 1 which states that I find the staff accommodating and approachable.

​ 3.2 Respondents overall answered “BETTER THAN EXPECTED” with

statement 2 which states that the gaming equipment and computers I use are

well-maintained.

​ 3.3 Respondents overall answered “BETTER THAN EXPECTED” with

statement 3 which states that the internet speed is fast and reliable for my gaming

needs.

​ 3.4 Respondents overall answered “BETTER THAN EXPECTED” with

statement 4 which states that the café is well-maintained, clean, and organized every

time I visit.

​ 3.5 Respondents overall answered “BETTER THAN EXPECTED” with

statement 5 which states that I feel safe and secure while gaming at this café.
 33

4.​ Assesment of respondents’ answer based on statements in Ambiance.

​ 4.1 Respondents overall answered “ABOVE MY EXPECTATIONS” with

statement 1 which states that the overall theme and design of the café creates a great

gaming atmosphere.

​ 4.2 Respondents overall answered “BETTER THAN EXPECTED” with

statement 2 which states that I enjoy long gaming sessions because the seating is

comfortable.

​ 4.3 Respondents overall answered “BETTER THAN EXPECTED” with

statement 3 which states that my gaming experience is not affected by the noise level

in the cafe.

​ 4.4 Respondents overall answered “BETTER THAN EXPECTED” with

statement 4 which states that I am comfortable to stay because the café has good

ventilation and temperature control.

​ 4.5 Respondents overall answered “BETTER THAN EXPECTED” with

statement 5 which states that the overall customer service experience is satisfactory.

5.​ Overall Assessment of Respondents Across All Aspects.

5.1​ Overall mean of Affordability is within “ABOVE MY

EXPECTATIONS.”

5.2​ Overall mean of Service Quality is within “BETTER THAN

EXPECTED.”

5.3​ Overall mean of Ambiance is within “BETTER THAN EXPECTED.”

 34

Conclusion

​ Based on the results of the study, the researchers' assumptions were proven to

be correct — the services offered by Gameluxe E-sports Café have a positive effect

on customer satisfaction in terms of affordability, service quality, and ambiance. In

addition, the findings show that many customers rated their experience as either above

or better than expected, which means the café is able to meet their gaming needs and

preferences. Overall, the study shows that Gameluxe E-sports Café gives a satisfying

and pleasant experience to its customers.

Recommendations

​ The researchers recommend that Gameluxe E-sports Café continue to maintain

the quality of its services, pricing, and overall environment, as these are already

meeting or going beyond customer expectations.

​ The researchers also recommend to customers that they continue supporting

local e-sports cafés like Gameluxe by giving honest feedback and suggestions. By

sharing their experiences and ideas, they can help improve the services and create a

better environment for all players.

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CURRICULUM VITAE
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APPENDIX
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APPENDIX A
SIMPLE GANTT CHART

FEBRUARY MARCH APRIL MAY

CHAPTER1

CHAPTER 2

CHAPTER 3

CHAPTER 4

CHAPTER 5