A Quantitative Descriptive Study on the Effectiveness of Marketing Management of ABS-CBN Bayan Microfinance through Client Satisfaction Based on Customer Feedback

Abstract

Social Marketing is applying the principles of commercial marketing in influencing change in the society. It is most often done by nonbusiness nonprofit cause-oriented organizations that aim to solve various social issues and develop the society. In that view, the researcher chose the microfinance institution ABS-CBN Bayan Microfinance. It is a social marketing organization in the sense that it is not operated for profit and it intends to tackle the issue of poverty alleviation and the empowerment of the poor through the promotion of small-scale businesses or microentrepreneurship The researcher would like to find out whether ABS-CBN Bayan Microfinance is effective with their marketing management. This would be through the evaluation of client satisfaction based on customer feedback. The researcher utilized the survey process for this study. She distributed survey questionnaires (using the 4-pt. Likert Scale) to clients/members of Bayan who acquired the Women Loan or Microgroup Loan. The respondents, mostly married middle-aged women, came from two barangays handled by one of the branches of Bayan in Quezon City. The sample is 60% of the population. The survey questionnaire reflected four factors that would be used to analyze the level of client satisfaction present with the recipients of the said loan type. These factors are 1. ease and assistance during the application process, 2. financial impact of the loan, 3. effect on the quality of life and family and community relationships and lastly, 4. personal feelings of the members for the said program. The overall satisfaction level as well as with the specific categories would be examined through the results of the survey. The survey showed, through the rating scale that the researcher developed, that for the first category, the satisfaction level was moderate. For the second category, it was high. For the third, it was moderate and for the last factor, it was high. The overall/general assessment for the client satisfaction level present based on customer feedback of Bayan is moderate. The results reflected that even though the clients had some difficulty in applying for the loans, there was available assistance. Moreover, the loans greatly affected the clients financially. The clients were able to provide for the needs of their families and the loans helped them in their business much. The presence of their businesses also enhanced their family and community relationships. Their standards of living improved. Furthermore, they felt happy, satisfied and fulfilled with their businesses and that they would recommend the program to other aspiring microentrepreneur. The researcher concluded that the results gathered were positive for ABS-CBN Bayan Microfinance. However, it would be better if they could provide activities and seminars that would directly help their clients. Perhaps workshops on balancing family and work would be beneficial as well. The academe and the private sector could do a lot in giving their parts to solve the issue of poverty and lack of employment or livelihood. The government should be vigilant also for organizations that would just take advantage of people aspiring to progress. “Lastly, the researcher stated that as a society, everyone should be sincere and show cooperation to combat this plague that has been inflicting our country for the longest time. Social marketing organizations, particularly microfinance institutions should be supported so that other may have the chance to have better and peaceful lives.