REPUBLIC OF THE PHILIPPINES

Commission on Higher Education

DON HONORIO VENTURA STATE UNIVERSITY
COLLEGE OF BUSINESS STUDIES
Villa de Bacolor, Pampanga

IMPACT OF E-SERVICE QUALITY OF CASHLESS PAYMENT

ON CUSTOMER LOYALTY

A Completed Research
Presented to the College of Business Studies of
Don Honorio Ventura State University
Villa de Bacolor, Pampanga

In Partial Fulfilment of the Requirements for the Degree

Bachelor of Science in Business Administration
Major in Marketing

By:
CRUZ, ABIGAIL M.
DAMPIL, VIEN JORENZ T.
MANALANSAN, ANNIE ROSE S.
MANANQUIL, RAYHAN M.
RUBIN, RALPH CHRISTIAN P.
SAHAGUN, CLAIRE JEWEL B.
SANCHEZ, MARIKATE D.
YUMUL, CAMILLE L.

December 2022

i
 TABLE OF CONTENTS
Page
Title Page. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i

List of Tables. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iv

List of Figures. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . vi

List of Appendices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . vii

Approval Sheet. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . viii

Acknowledgement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ix

Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xi

Chapter 1: THE PROBLEM AND ITS BACKGROUND

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Review of Related Literature. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Conceptual Framework . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Statement of the Problem. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Hypotheses. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Significance of the 12

Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Scope and Delimitation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Operational Definition of Terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Lis of Acronym . . . . . . . . . . . 16

. . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . .

Chapter 2: METHOD

Research 17

ii
Design. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Respondents. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Sampling Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Research Instruments. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

Data Gathering Procedure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

Ethical 20

Considerations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Statistical Treatment/Data Analysis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Chapter 3: RESULTS AND DISCUSSIONS

Demographic Profile of the 24

Respondents. . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Assessment of the Respondents on the E-Service Quality of Cashless

Payment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Assessment of the Respondents on customer 35

loyalty. . . . . . . . . . . . . . . . . . . .

Testing the significant difference between customer loyalty when grouped

according to their profile. 36

........................................

Determining if e-service quality of cashless payment significantly impact

customer loyalty. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39

Chapter 4: SUMMARY OF FINDINGS, CONCLUSION, AND

RECOMMENDATIONS

Summary of 41
iii
Findings. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43

Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44

References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46

Appendices. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49

LIST OF TABLES

Page

4-point Likert 22

Scale. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Table 1: Frequency Distribution of the Respondents as to Age. . . 25

...........

Table 2: Frequency Distribution of the Respondents as to Sex. . . . . . . . . . . . . . 25

Table 3: Frequency Distribution of the Respondents as to Monthly Income . . . 26

Table 4: Assessment of the Respondents on E-Service Quality of Cashless

Payment in terms of Ease of Use . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

Table 5: Assessment of the Respondents on E-Service Quality of Cashless

Payment in terms of Security . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

Table 6: Assessment of the Respondents on E-Service Quality of Cashless

Payment in terms of Convenience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

Table 7: Assessment of the Respondents on E-Service Quality of Cashless

Payment in terms of

iv
Usefulness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32

Table 8: Assessment of the Respondents on E-Service Quality of Cashless

Payment in terms of 33

Reliability. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Table 9: Assessment of the Respondents on E-Service Quality of Cashless

Payment in terms of Customer Support . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

Table 10: Assessment of the Respondents on Customer Loyalty . . . . . . . . . . . . 36

Table 11: The significance difference on customer loyalty when they are

grouped by age . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37

Table 12: The significance difference on customer loyalty when they are

grouped by 38

sex. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Table 13: The significance difference on customer loyalty when they are

grouped by monthly 39

income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Table 14: The significance impact between e-service quality of cashless

payment and customer 40

loyalty. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

v
 LIST OF FIGURES
Figure Page

1 Schematic Diagram of the Study 10

vi
 LIST OF APPENDICES

Appendix Page

A Letter of Validation 49

B Letter Request to Conduct the Study 53

C Letter to Respondents 54

D Survey Questionnaire 55

E Plagiarism Scan 59

F Grammarian’s Certification 60

G Curriculum Vitae 61

vii
 REPUBLIC OF THE PHILIPPINES
Commission on Higher Education
DON HONORIO VENTURA STATE UNIVERSITY
Villa de Bacolor, Pampanga

COLLEGE OF BUSINESS STUDIES

APPROVAL SHEET FOR COMPLETED RESEARCH

In partial fulfilment of the requirements for the course of Bachelor of Science in Business
Administration major in Marketing, in this study entitled:
IMPACT OF E-SERVICE QUALITY OF CASHLESS PAYMENT ON
CUSTOMER LOYALTY

has been prepared and submitted by:

CRUZ, ABIGAIL M.

viii
 DAMPIL, VIEN JORENZ T.
MANALANSAN, ANNIE ROSE S.
MANANQUIL, RAYHAN M.
RUBIN, RALPH CHRISTIAN P.
SAHAGUN, CLAIRE JEWEL B.
SANCHEZ, MARIKATE D.
YUMUL, CAMILLE L.

Mark Anthony A. Canlas, LPT, MBA Audelle B. Camaya, RN, LTP, MAT

Research Adviser Research Consultant

Panel of Examiners

Ma. Antonette M. Guintu, DBA Cristal Rio U. Manuel, MBA

Member Member

Accepted in partial fulfilment of the requirements for the Degree of Bachelor of Science in
Business Administration major in Marketing.

MA. LIBERTY F. ISIP, MBA LUISITO B. REYES, MBA, CBA

Chairman, Marketing Dean, College of Business Studies

Acknowledgement

First of all, we want to express our gratitude to the Almighty God, who serves and

strengthens us in our everyday struggles. God who enlightened and blessed us with

knowledge to successfully finish completing this meaningful research study.

This paper will not also be accomplished and finalized without the help of those

people who have given support, contribution, determination, courage, and inspiration to

all the proponents while conducting the study. Moreover, grateful acknowledgement is

extended to the following individuals:

ix
 To all the members of this group, thank you for the effort, ideas, and fun you have

shared within the group, appreciation also for your sleepless nights and cooperation upon

completing this study.

Likewise, to our parents and friends, for their understanding and unending support

both financially and physically. Without their assistance, proponents will not be able to

comply with all the necessary requirements needed to comply.

They also wanted to acknowledge the participation of the respondents for

answering all the inquiries of the proponents during the survey. Their answers play a

huge part of the completion of the paper, as it became the basis of the proponents to

arrive at relevant information regarding the impact of e-service quality of cashless

payment on customer loyalty being proposed. 

The proponents would also like to extend their deepest gratitude to all panelists

who took part on this journey and helped us to improve this paper. 

To Ms. Audelle B. Camaya, our research consultant, we would like to express our

gratitude for always being there to assist and guide us in writing this paper.  

Lastly, a heartfelt gratitude also to our Business Research II advisor, Sir Mark

Anthony A. Canlas, who is patient and kind enough to teach and share his knowledge to

us for better improvement on this paper.

x
 Abstract

This study aims to determine the impact of the e-service quality of cashless

payment on customer loyalty in the context of the assessments of the selected

respondents in Lubao, Pampanga, who used electronic payment on their cashless

transactions. This study's methodology is descriptive correlational research. The

researchers utilized an adapted survey questionnaire that was validated by experts and

professionals. The researchers were able to reach a total of 384 respondents who used

Gcash on their online cashless transactions. Based on the findings, the respondents

xi
claimed that they agreed with all of the variables describing the e-service quality of

cashless payment. Furthermore, with regards to customer loyalty, they agree that they

will continue to use e-payment for their online transactions in the future. The result of the

survey reveals that customer loyalty shows a significant difference by age. Moreover, the

results concluded that the e-service quality of cashless payment significantly impacts

customer loyalty, whereas statistical results show that ease of use, convenience,

usefulness, and customer support are significant predictors of customer loyalty. Given the

result, the researcher suggests a number of future research possibilities, including

reassessment of the e-service quality dimensions and expanding the topic by considering

conducting a study in other municipalities or cities in the Philippines.

Keywords: (e-service quality, cashless payment, e-payment, customer loyalty)

xii
 CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

Introduction

Majority of the people still preferred cash as exchange of transacted of goods and

services wherein it was accustomed to the traditional payment system since then.

However, as the advancement of technology has risen rapidly which has led to the

development of another alternative for payment method, which is the electronic payment

system. Electronic payment system as a means of payment method were introduced in

1871 by the Western Union (Western Union Telegram Company) (Phillips, 2020), this

system offers cashless payment and provides financial transactions beyond the traditional

payment method that was previously used. In traditional payment methods, it is necessary

to have the presence of paper money. While electronic payment, instead of a check or

cash, it is recognized for e-money, or digital currency, which is used in commerce for

cashless payments.

The service quality of e-payment delivers availability to use it anytime and

anywhere, and also the ease of use for transferring funds to customers. In fact, the

information and instructions were easy to understand when it pops up on its website, and

this can provide notifications of each transaction that users made. In addition, it is

accessible 24/7 and able to do payment transactions in online businesses, particularly in

e-commerce. According to the Federal Financial Institutions Examination Council

(2010), electronic payment has become a new payment practice for retailers and

merchants. E-commerce transacts electronically with their customers based on the

exchange of funds, goods, and services through the use of this e-payment method.

1
Although e-payment is convenient and useful, users cannot operate the system and will

not also function without the internet used.

Since e-commerce and online selling emerged, electronic payment has been

utilized as an option for a mode of payment in every online purchase of customers.

During Covid-19 pandemic, customers, especially Filipino found electronic service more

helpful. The restrictions and difficulties of people figuring out how to buy their daily

needs and pay their expenses personally, forces them to rely on e-payment. People now

are more concerned about their health rather than worrying about the fees and security

that brought about these e-payment. Still, they appreciate the benefit of this electronic

payment in online transactions, the service quality of this system makes it easy for them

to transmit money not only for their orders payment online but also in load top-up, bills

payment, transportation payment, ticket purchase, and e-money transfer

(Miroshnichenko, 2015). Despite a country being more on cash-based transactions, the

performing cash transactions was reduced, while use of e-money is continuously rising,

and it was started from the year that pandemic commenced, based on the reports of Oliver

Wilman, an international management consulting firm (Wood, George, & Pardiwalla

2018).

A cashless transaction was developed to reduce the usage of cash in making

payments of goods and services through electronic payment systems (Paul and Friday

2018). Cashless payments or cashless transactions are frequently accomplished via e-

payment methods such as credit cards, debit cards, or direct bank deposits. However,

there are still other alternate payment options like e-wallets and cryptocurrencies

(FreshBooks, 2021). Despite the fact that e-payment is a commonly used in the

2
Philippines, there are still customers who do not have a bank account. In addition, as a

few of these are unbaked, based on the study of Industry Study of Electronic Money

conducted by Chaves et al. (2019), not every Filipino uses debit or credit cards on their

day-to-day transactions. In short, some of them are not preferred to have banking, so they

having a hard time adopting this e-payment system due to the low banking credit card

penetration, internet access, high fee inclusion, risk concern, privacy concern, and

technology catch up.

As per some of the people do not use debit/credit cards or do not have bank

accounts. Among other alternatives in e-payment methods is e-wallet, the most popularly

used in cashless payment transactions. According to a research study conducted,

Paymaya and Gcash are the most recognized e-money service providers, which

accumulate 36% and 33% (Industry Study of Electronic Wallet, 2016). However, Gcash

is the one most widely used mobile payment in online transactions. In the year 2022,

almost 60 million people in the Philippines are Gcash registered users, a figure that is

three times higher than in the year of 2019 (Statista, 2022).

Visa's Consumer Payment Attitudes Survey from 2016, claimed that Filipinos are

willingly to embrace cashless payment. The impact of e-commerce such as Shopee and

Lazada to consumers has a big contribution to why e-wallet have been beneficial and

rising nowadays. The influence of online shopping platforms became more powerful as

using e-wallet that consume of 27.4% as shown in a survey report conducted by The

Nerve (2016). As a result, the Philippines is seeing one of the strong users of electronic

payment.

3
 Users become more confident in this electronic service to use it in mode of

payment without worrying of bringing out cash in their pocket wallet. According to Asian

Banker (2020), 78% of Filipinos are became interested in online banking and are willing

to try other services of cashless methods. In this case, Banko Sentral ng Pilipinas (BPS)

coordinated to other banks to introduce the National Retail Payment System (NRPS), this

is to strengthen the electronic payment system to 1% to 20% by 2020 to facilitate

simplest, fastest, affordable, and secure funds transfer of banks to electronic money

account. In addition, BSP coordinates with other electronic payment systems to improve

their service to better serve Filipinos.

Despite of the advantage brought of the electronic payment system, customers

still prefer cash, but are willing to try some opportunities that may lead them to an easy

way of transmitting money especially when it is a cashless method. Customer loyalty in

payment system was based on its service quality. Characteristics of e-service quality of

cashless payment such as security, cost and convenience, may affect consumers to adopt

this electronic wallet as serves this for cashless transaction (Widjaja, 2016). Likewise, the

circumstances existed in Ethiopia, where adoption of e-money was doubtful by the "poor

levels of consumer trust and financial decision" (Pasti, 2019). These studies, claimed that

the usage of e-payment as a payment of method is still uncertain because customers

preferred more secured payment system.

These are considered as knowledge gaps that need to be filled. Thus, to fill the

gap of the existing literature, this research study will be conducted. The study will be

viewed on the Philippine context and will focused primarily on determining the Impact of

E - Service Quality of cashless payment using Gcash and its effect on the customer

4
loyalty.  Along with the aforementioned dimension of E - Service Quality, this study will

also provide inclusion of other variables including ease of use, security, convenience,

reliability, usefulness, and customer support in order to provide an in-depth

understanding of the extent to which E - Service Quality of cashless payment using

Gcash on the customer loyalty.

Review of Related Literature

People now find it more comfortable to use electronic services for cashless

transactions since it is easy to transfer payment of bills and orders and the fact that it is

not a hassle to exchange cash and services personally. According to Vainikka (2015), at

the starting point, individuals have a privilege to choose and purchase goods and services

to meet their needs and wants that will satisfy them in the end. Durmaz (2014) added that

customers always have a variety of options when it comes to how they will be convinced

to purchase or avail the goods and services. Based on the study conducted by Neilsen

Global, the aspirations of Filipinos to spend money were hence highly rated. Similarly,

Euromonitor International (2018) found that spending intentions and financial confidence

were rising at a rate that exceeded 61%, and 86%, respectively. As a result of these

studies, e-services have become so convenient that users intend to continue to use this

system for transmitting their payments.

E-service quality applies a modernized form of cashless transaction that provides

service quality for cashless payment via internet access (Puriwat and Tripopsaku, 2017).

The ability of this electronic service is to serve, support, and enable customers to

facilitate online ordering and transferring payment for users. The quality of electronic

services is different from the traditional service systems that everyone is accustomed to,

5
which allow clients and electronic service providers to exchange information online but

not in person (Laurent, 2016). Kotler and Keller (2016:156) cited the American Society

for Quality as saying that "Quality is the overall characteristics and features of a goods or

services that bear on its capacity to ensure the implied needs of the consumers." In these

studies, e-service quality plays an important role in providing an average service on

online payment, which serves to obtain customers' loyalty.

In the study conducted by Lopez (2021) about the preference of customers on the

electronic payment, the author use six (6) proportions that characterize the e-service

quality of cashless payment such us ease of use, security, convenience, usefulness,

reliability, customer support, which identify the perception of the customers with regard

on how impacted the services provide an electronic payment system on customer

payment transaction. In this regard, quality of services that mention will be adopted and

utilize to support the study conducted by the researchers.

Website design is set up for conceptualizing the content and visual imagery of the

system. The development process of web design can be accessed and shared via the

internet. The term "web design" describes how customers' experience using and visiting

the website, such as the quality of the information; the system accessibility during the

payment process; the ease of use with which a customer can complete a transaction; the

availability of the system; and the choice and comfort that the system offers to customers.

According to Daz and Koutra (2013), a good website design of system should concentrate

on the usability of its features by offering the best service that will reflect a powerful

image of the efficiency of the system that persuades people to return and continue using

the website.

6
 As per the convenience and reliability of customers in the system for their

transaction process, the system should be information-oriented, transaction-oriented, and

customer-oriented. In addition, the service provider needs to generate a system that

provides features that make it easy for users to discover what they need, has effective

search functionality, and lets users navigate back and forth between pages with ease.

Customers' experiences on the cashless transaction on electronic payment system were

evaluated based on the overall service quality of the system. Thus, the total quality of

payment system was influenced by the quality provide of e-services.

Blut (2016) explained that security is used to describe the safety of digital

payment transactions and the confidentiality of sharing personal information of

customers. When customers transact to transfer money, pay orders, and bills, they submit

all of the information needed to fill out the process of their transaction, including their

personal data, like their name, address, and phone number, as well as credit card

information, or the payment system they usually have or use. Wang et al. (2015) said that

service providers on websites must prioritize the assurance of security in order to

improve the credibility and quality of service of the system. Besides, security and privacy

are/ very important features in the payment system due to the fact that customers are

hesitant and worried about how the website will safeguard their credentials and prevent

them from fraud.

In addition, many studies stated that delivering poor interface design,

technological failures, a lack of responsiveness in electronic services, a lack of quality

service, a lack of security, and a lack of financial privacy can uncertainty lose customers'

trust and loyalty, which emphasizes privacy and security as the main reasons why they

7
choose to use the system in their cashless transactions. Hence, security and is a major

service quality of system need to provide, and protection of customers' personal

information as per the goal of the service providers to have a long-term relationship

between e-service and customer loyalty.

Customer support is also recognized as customer service that provide services to

the concerns of customers in their payment transaction in the system. Blut (2016),

defined customer service by the level of service that e-services provide and how they

handle returns and transaction policies. When it comes to offline businesses, there is

always a service personnel that assists customers with their purchasing and exchanging of

payments, while in online businesses, as specified by McLean & Wilson (2016), the

customer is the only one who completes the online transaction process without the

assistance of customer support. Some businesses that operate digital payments offer their

customers customer service, which allows them to inquire and ask questions about their

concerns and problems with the systems or malicious conditions in their transaction.

Typically, they provide chat service, help desk or help support, and social networking

sites where they can convey their complaints (Turel & Connelly, 2013). As it is an online

communication process, it takes time and days to get a response from the service

providers, which makes customers wait for a few minutes, sometimes even days, after

they receive an answer. In this study, it shows that customer service is influenced by the

quality of e-services, which shows that it has an impact on the loyalty of customers who

use the system for their payment transactions (Blut, 2016). 

Trust is one of the fundamental principles of each individual's belief in one thing

that gives them assurance that they will have safety conditions when performing

8
something complicated or risky. Trust for the customer can be defined by their beliefs,

expectations, and confidence in using the system for their transactions (Wu et al., 2018).

When customers decide whether or not to use the tool of digital payment, trust becomes

their key consideration. In addition, as stated by Cang et al. (2013), the barrier to

adopting the convenience of the method of cashless payment is the lack of trust in the

system. So, service providers need to assure that customers who use their system have an

exemption to track and receive feedback on their transaction process and keep their

personal information only on their system. According to Wu et al. (2018), when

customers are not familiar with the transaction process and security of the site, they are

hesitant to trust the system. In these studies, trust was pertaining on how customers build

their loyalty when utilizing this e-service of cashless payment in their payment

transaction (Rusheed & Abadib (2014); Wu et al., 2010).

Customer loyalty is the customer's preference in sustaining a long-term

commitment to a certain method of cashless payment. When customers are pleased with

the service and convenience offered by the system, they choose to remain loyal to a

particular system. The e-loyalty behavior of a customer is conceived by their willingness

to adopt the service (Melinda, 2017). Customers will be motivated to use the system and

stay on it if they feel satisfied with the process of their transactions. The purpose of

customers visiting and utilizing the system has the potential to improve the level of

service that emerges among service providers. Thus, when customers are dissatisfied with

the service, their decisions to transfer to other methods of transaction also have an

impact. Therefore, customers' judgments on the service of the system also affect their

loyalty as they intend to move to other forms of payment when they do not feel satisfied

9
with the service. As a result, Ludin and Cheng (2014) asserted that the quality of an e-

service has a considerable beneficial impact on customer loyalty in online transactions.

According to Lewis and Boom in Alkhouli (2018), a service's ability to fulfill

customers' expectations is known as its level of service quality. Having a good quality

service has a big impact on attracting more customers to use the system to make a

purchase and perform custom expenditure transactions. Meanwhile, containing a low

quality of service will affect the satisfaction and loyalty of customers, causing

disappointment which could discourage them from adopting and utilizing the system

again. They will find another way and choose a standard comfortable deal. Rayma et al.

(2019:38) stated that in order to properly run their website, service providers must be able

to satisfy the customers in an effective way so that they will continue using the system.

Making an effort to improve service quality has the potential to pay off and earn the

loyalty of customers. Therefore, maintaining a better quality of service will lead to a

customer's loyalty to the system that provides a promising service. As claimed by

Hussain et al. (2015), the consumers believe based on the general services provide of the

system are bound, which means customer loyalty and service quality are closely related.

Conceptual Framework

Independent Variables Dependent Variable

E-Service Quality
Ease of Use
Security Customer Loyalty
Convenience
Usefulness
Reliability
Customer Support

Figure 1. Schematic Diagram of the Study

10
 Figure 1 (schematic diagram of the study) shows that the IVDV model was

adapted as it is used to present the conceptual framework of this study. The Independent

Variables (IV) that contains the dimensions of e-service quality includes ease of use,

security, convenience, usefulness, reliability, customer support. And Dependent

Variables (DV) covers customer loyalty. This model helps the study to examine the

relationship between the impact of e-service of cashless payment on customer loyalty.

Statement of the Problem

Generally, the study aims to assess the customers who are currently employed and

users of e-service of cashless payment, specifically e-payment users such as Gcash, and

are residents in Lubao, Pampanga to determine the impact of the e-service quality of

cashless payment on customer loyalty when using an e-payment system as the basis for

developing the proposed study in using electronic services for cashless payments.

Specifically, this study sought to answer the following questions:

1. How may the respondents ‘demographic profile be described in terms of:

1.1 Age;

1.2 Sex; and

1.3 Monthly Income?

2. How may the respondents describe the impact of e-service quality of cashless

payment in terms of:

2.1 Ease of Use

2.2 Security

2.3 Convenience

2.4 Usefulness

11
 2.5 Reliability

2.6 Customer Support?

3. How the respondents may assessed customer loyalty?

4. Is there a significant difference on the respondent’s customer loyalty when

grouped according to their profile?

5. Does e-service quality of cashless payment significantly impact customer loyalty?

6. What practical tips in using electronic services can be proposed based on the

result of the study?

Hypotheses

H1: There is a significant difference on the respondent’s customer loyalty when

group according to their age.

H2: There is a significant difference on the respondent’s customer loyalty when

group according to their sex.

H3: There is a significant difference on the respondent’s customer loyalty when

group according to their monthly income.

H4: There is a significant impact between e-service quality of cashless payment

and customer loyalty.

Significance of the Study

The findings of the study may provide deeper insights on the impact of e-service

quality of cashless payment on customer loyalty.

 The outcome of the study will benefit the following:

12
 Customer. The outcome of this study will provide more reliable information

about the E-Service quality of cashless payment. This will help the customer to decide if

they will continue to be loyal in using the E-Service for cashless payments.

E-payment users- The outcomes of the study will benefit them to consider more

about the e-service quality of this e-payment system provide and operate, to explore a

better service on their cashless payment transactions.

Merchant/Merchandise- The result of this study will serve as a basis when it

comes to the quality of Gcash as Cashless Payment. This study will help merchants know

how effective cashless payment is in their business and so they can improve their service

even more.

E-Retailers- This study will help E-retailers because it will serve as their guide in

their business. E retailers only transact online, that's why they are more on Cashless

payment if possible. This study helps them know the impact of the quality of cashless

payment on their business.

E-Service Developers. The result of the study will help them to analyze and

determine the needs to improve their services to increase the number of users and to

maintain customer loyalty towards their services offered.

Future Researchers. This study serves as a guide and reference for future

researchers on their research study about the impact of e-service quality of cashless

payment on customer loyalty. This serves as a guide to further develop the research with

the connection to variables used.

Scope and Delimitation

13
 The main purpose of this study is to provide information regarding the Impact of

E- Service Quality of Cashless Payment on Customer Loyalty. 

The respondents of the study were employed people at the same time customers

who used the e-service of cashless payment, specifically e-payment users such as e-wallet

like Gcash and were residents in Lubao, Pampanga. Among other alternatives of e-

payment, e-wallet like Gcash is the most usable in online businesses especially in e-

commerce when it comes to cashless transactions.

There were three hundred eighty-four (384) respondents in this study and they

were classified as workers or employed person and they are residing in Lubao,

Pampanga. Respondents were classified as Gcash users’ customers who used an e-service

for cashless payment. 

This study aimed to find out how may the respondents assessed the impact of e-

service quality of cashless payment on customer loyalty in undertaking cashless

transactions based on the variables that indicate in the study.

Operational Definition of Terms

The following terms used in this study are defined conceptually and/or

operationally to ensure clarity and better understanding.

E-services (electronic services) - These are services which make use of

information and communication technologies (ICTs). In this study, E-Service is one of

the items used by the customer in cashless payments transactions. This is a service which

the customer can access through online for use in cashless payment.

E-service quality. It refers to the general quality of electronic services, providing

the characteristics and features of a product services that bear on its capacity to ensure the

14
implied needs of the consumers (Kotler and Keller, 2016). In this study, it is the quality

of E-Service where the customer determines whether they will continue to use it for

cashless payments. Customer loyalty depends on the quality of E-Service.

Cashless payment. It refers to a cashless transaction in which goods and services

are transacted electronically without cash, either by way of an electronic transfer or

electronic payment (Paul Friday, 2012). In this study, cashless payment refers to the type

of payment transaction a customer makes in paying bills, services, products, etc. via e-

payment such as e-wallet like Gcash.

Ease of Use. This pertains to the system providing features that make it easy for

users to discover what they need, has effective search capabilities, and lets users navigate

back and forth between pages fast and effectively (Askari et al., 2016). In this study, ease

of use refers to the electronic service of the system where customers are easily navigating

the process of cashless payment transactions.

Security. It pertains to the privacy and safety of electronic payment transactions

and the confidentiality of sharing personal information of customers (Blut, 2016). In this

study, security refers to secured service on protecting the private information of

customers when doing cashless payment transactions. 

Convenience. This pertains to the flexibility, speed, probability, accessibility and

availability of payment (Hayasi, 2012). In this study, convenience refers to the service on

how accessible the system is to customers when they make cashless payment

transactions.

Reliability. This refers to the potential of providing the promised service

accurately and consistently, including the regularity of system updates, promptness of

15
consumer inquiries, and correctness of online billing (Askari et al., 2016). In this study,

reliability means how reliable the electronic services are that provide the system for

cashless payment to customers.

Usefulness.  It is based on how effective the content and services offered by a

system to meet user needs (Buchanan and Salako, 2009), to help customers meet their

daily activities required (Sin, 2013). In this study, usefulness pertains to how efficient the

quality of e-services provided by the e-payment system to customers in cashless payment.

Customer support. This pertains to the customer service which patronizes

customers who have concerns about or acquire assistance with the product services they

avail (Amsler, S., & Goss, M., 2021). In this study, customer support pertains to the

customer services that the system provides, to reach and communicate on the problems of

the customers on their transactions.

Customer Loyalty. This pertains to a customer's commitment to avail, utilize,

and continue to choose the same product services over and over again (Hussain 2014). In

this study, customer loyalty pertains with the respondents' assessment on the impact of e-

services quality variables when they use e-payment such as e-wallet like Gcash on their

cashless payment transactions.

List of Acronyms

For easier understanding, the meaning of the following acronyms is given:

IV - Independent variable

DV - Dependent Variable

16
 CHAPTER 2

METHOD

Research Design

The study utilized a method of descriptive correlational type of research.

According to McBurney & White (2009), the purpose of descriptive correlation design is

to identify the relationship of two or more variables using statistical analysis. In

correlation it simply defines the relationship between two variables. The whole purpose

of using descriptive correlation is to figure out which variables are connected to generate

the data based on the result assessed by the respondents. This study will define whether

the two variables have a connection through the use of descriptive correlational study. 

In addition, Cherry (2022) stated that a correlational study is a type of research

design where a researcher seeks to understand what kinds of relationships naturally

occurring variables have with one another. In simple terms, correlational research seeks

to figure out if two or more variables are related. This means this study sought to

understand the relationship between the variables and to determine if the two variables

are related to one another. 

Since researchers utilized the random sampling method, the respondents in this

study were randomly selected from a large population that was chosen to represent the

entire population for this study. The proponents were able to gather data and generate a

sample size using this strategy that most closely represents the whole population. The

17
purpose of this is to have a partial total sample size that can represent the total population

of the chosen area. In this case, the researchers can gather data to support the study and

the result that is based on the assessment of the chosen respondents.

In addition, one-way ANOVA was used in this study. This one-way analysis of

variance (ANOVA) is a statistical technique that tests the means of two or more

independent groups in order to determine if the statistical result is significantly different

from one another. This statistical test, also known as a one-factor ANOVA, was used to

test the significance of the independent and dependent variables of the study.

Respondents

The population of the study were the employed people or currently has a work

that also specified as customers who use e-service of cashless payment, specifically e-

payment users such as Gcash, and are residents in Lubao, Pampanga. Respondents were

chosen based on the following criteria: age, sex, and monthly income. Out of one

hundred seventy-three thousand five hundred two (173,502) people in the said area, there

were three hundred eighty-four (384) respondents in total in this study, and it was

calculated using Raosoft Sample Size Calculator, wherein it is used to compute the total

sample size which represent the whole given population. The researchers based the total

population of Lubao, Pampanga in the year 2020 that was in the reports of Philippine

Statistics Authority (2022).

Sampling Design

The researcher employed random sampling techniques to select respondents at

random from the total population of the study's selected area.

18
 Random sampling techniques are an example of probability sampling. According

to Lavrakas (2011), this method has a variation of choices where the individuals have an

equal probability of being chosen. The sample size of randomly selected respondents was

a representation of the entire population. Random sampling, which involves selecting

data at random from a population as a whole, became the simplest method of collecting

data from the chosen respondents of the study (The Economic Times, 2022).

The sample size of this study is 384 which represented the respondents of the

whole population of Lubao, Pampanga who participated to answer the survey

questionnaire. Respondents were identified as customers who use the e-service of

cashless transactions, specifically Gcash user.

Research Instruments

The major instrument used in gathering data is the questionnaire. The researcher

adapted a survey questionnaire to other studies that were developed by Lopez, J. (2021)

entitled: Customer Satisfaction and Preference on Electronic Payment (E-paymnet)

Among the Employees of the Provincial Government of Batanga; and Lopez-Miguens &

Vazquez (2017) entitled: Consumer Loyalty in Digital Wallet Industry: The Role of

Satisfactiom, Effort Expectation, Performance Expectancy, and Habit. Some of the

information was added and reworded to suit in the aims of the study as part of the

modification. Before distributing the survey questionnaire, researchers ensure that the

questionnaire was validated by expert and professionals.

The questionnaire contains the following parts: Part I contains the profile of the

respondents in terms of age, sex, and income; Part II covers the variables of e-service

quality and cashless payment of e-payment systems such as ease of use, security,

19
convenience, usefulness, reliability, customer support. Lastly, Part III is the assessment

on the customer loyalty in using e-payment on their cashless transaction.

Data Gathering Procedure

Before undertaking the actual survey, a letter of request to conduct the study will

be secured from the proper authorities, including the Dean of the College of Business

Studies (CBS). Upon receipt of the endorsement from the concerned officials, the

researcher started giving the questionnaires to the respondents in Lubao, Pampanga. Due

to the restrictions imposed for the prevention of the coronavirus disease 2019 (COVID-

19), the researchers followed the health safety protocol such as maintaining social

distance with each of the respondents. To reach out to the respondents, researchers used

other alternatives such as emails and messenger to easily share with the participants the

provided survey questionnaire. The researchers respectfully asked participants to spend

10-15 minutes answering the survey questionnaire provided through Google Form. In

addition, the researchers used survey form to acquire the total number of responses to

respondent that was needed in the study. After that, the gathered data will be tallied,

tabulated, and prepared for statistical calculations, analysis, and interpretation.

Ethical Consideration

The researchers will strictly adhere to the confidentiality of the data. Due to the

adaptation and modification of question before distributing the survey questionnaire to

respondents as the initial step for validation process. After that in the distribution of the

questionnaire, the researcher asked permission from the College Dean before distributing

the questionnaire to the respondents. The researchers have ensured confidentiality of the

data to be generated from the respondents of the study. Respondents will also be

20
informed about the study and asked for their consent. To avoid interrupting respondent in

their personal matters, the distribution of survey questionnaire was sent and was given in

appropriate day, and they can answer in their vacant time. The respondents had an option

on answering the survey questionnaires. Every respondent will not be forced to disclose

their full names and addresses due to their privacy assurance. Even if they already

confirmed their participation in the survey, respondents have the right to change their

mind and will not be obliged to become part of the study. Afterwards, all the information

gathered form the participant will be kept confidentially and be accurately analyzed by

researchers.  This built trust among the respondents in the study. 

In addition, the survey questionnaire that was utilized in this study was adapted to

other studies. Some question and information were edited to suit the aims of the study as

part of the modification. Since the questionnaire was adapted to relevant studies, the

researchers believed that this will undergo to a validation process as part of justifying the

validity of the questionnaires.

The questionnaire was divided into three parts: Part I contains the profile of the

respondents in terms of age, sex, and income; Part II covers the variables of e-service

quality and cashless payment of e-payment systems such as ease of use, security,

convenience, usefulness, reliability, customer support. Lastly, Part III is the assessment

on the customer loyalty.

Statistical Treatment/Data Analysis

This study shows how to analyze data, the researcher will employ the following

statistical tools such as frequency, percentage and ranking to interpret the data weight

mean.

21
 Collected data from respondents was analyzed and interpret using descriptive

statistics including frequency, percentage, and weighted mean, and some inferential

statistics like correlation coefficient, and one-way ANOVA, were also performed to

determine if the two variables are connected or has a significance impact. 

Frequency percentage will be utilized to determine the total percentage of the

respondents in accordance of their demographic profile, wherein it was specified on the

first part of the survey questionnaire where the respondent age, sex, and monthly income

was indicated. This will interpret through tables to easily shows the result of the total

percentage of the data that gathered. 

A weighted mean will be also utilized to interpret the data obtained from the

assessment of the respondents on the variables of e-service quality of cashless payment

such as, ease of use, security, convenience, usefulness, reliability, customer support. The

range of weighted mean was analyzed using the 4-point Likert Scale. 

Weighted mean Point Scale Descriptive Rating

3.26-4.00 4 Strongly Agree
2.51-3.25 3 Agree
1.76-2.50 2 Disagree
1.00-1.75 1 Strongly Disagree

Strongly agree descriptive rating which means that the respondents’ assessment

on ease of use, security, convenience, usefulness, reliability, and customer support reach

75 percent to 100 percent.

Agree descriptive rating means that the respondents’ assessment on ease of use,

security, convenience, usefulness, reliability, and customer support reach 50 percent to 74

percent.

22
 Disagree descriptive rating means that the respondents’ assessment on ease of use,

security, convenience, usefulness, reliability, and customer support reach 25 percent to 49

percent.

Strongly Disagree descriptive rating means that the respondents’ assessment on

ease of use, security, convenience, usefulness, reliability, and customer support reach 1

percent to 24 percent.

In testing the hypothesis of significance difference on the respondent’s customer

loyalty when grouped according to their profile, t-Test will used. Likewise, in testing the

hypothesis of the significance impact between e-service quality of cashless payment and

customer loyalty, t-Test will also be utilized.

The researchers utilized coefficient and one-way ANOVA, the statistical measure

between the relationships of paired data. This is to determine if the variables of e-service

quality of cashless payment have a significant impact on customer loyalty.

23
 CHAPTER 3

RESULTS AND DISCUSSIONS

This chapter presents the data gathered, the results of the statistical analysis done

and interpretation of the findings. These are presented in a tabular form following the

variables of the specific research problem regarding the impact of e-service quality of

cashless payment on customer loyalty.

I. Demographic Profile of the Respondents

Understanding the respondents' demographic profile, such as age, sex, and monthly

income, is very important to obtaining their loyalty towards the e-service quality of

cashless payment on their online transactions.

Tables 1, 2, and 3 present the demographic profile of the respondents, which was

grouped according to their age, sex, and monthly income.

1.1 Age

Table 1 reveals that most of the respondents belong at the age range of 24 to 29

years old which accumulate of 143 out of 384 respondents with an equivalent percentage

of 37.24%. On the other hand, age 48 and above has the lowest frequency response of 7

or 1.82%.

The result was supported according to the econometric findings, individuals

between the ages of 25 above who have a greater level of education and formal work, as

well as those who have access to internet are more likely prepare to use digital payments.

24
When the day that the coronavirus was commence, this was the time that people relying

on e-payment system in each of their online purchasing and payment transaction they do,

due to lockdowns or other government-imposed restrictions (Alfonso et al., 2020).

Table 1 Frequency Distribution of the Respondents as to Age

Age Frequency Percent
18-23 130 33.85%
24-29 143 37.24%
30-35 74 19.27%
36-41 21 5.47%
42-47 9 2.34%
48 and above 7 1.82%
Total 384 100.00%

1.2 Sex

Table 2 presents the demographic profile of the respondents in terms of their

"sex." There are a total of 384 respondents who were females dominated the survey and

covered 199 or 52 percent of the sample size, while males constituted 48 percent or 185

out of the 384 respondents in the whole sample size.

The result on the above table was supported based on the findings according to

the studies of Masally and Ricart (2019) wherein the Philippines has an estimated

percentage of 27%-30% that was reflected as a general growth rate in digital payments,

that is higher than compare to the emerging Asian countries that has a 25%. While on a

global scale, a gender gap of 2%–12% persists across all metrics of engagement, in the

Philippines today, a greater proportion of women (27%) transact digitally than men

(23%).

Table 2 Frequency Distribution of the Respondents as to Sex

Sex Frequency Percent
Female 199 52%
Male 185 48%

25
 Total 384 100.00%

1.3 Monthly Income

Table 3 presents the demographic profile of the respondents in terms of their

monthly income. As can be observed, majority of the respondents has a monthly income

range of Php 10,001 to Php 15,000 pesos that makes up the 33.6% or 129 of the total

response. Meanwhile, lowest responses came from respondents whose income is Php

25,001- Php 30,000 pesos, which accumulate a frequency of 14 or 3.7%.

The result was supported by Pratap (2017), a number of variables can influence a

customer's preference, including an individual's age, income, and sex. For instance, when

it comes to financial level, an individual who has a high level of income might prefer to

spend their money on high-quality items. Someone with a lower income level, on the

other hand, would prefer to spend money in accordance with their budget.

Table 3 Frequency Distribution of the Respondents as to Monthly Income

Monthly Income Frequency Percent
Php 5,000- Php 10,000 104 27.10%
Php 10,001- Php 15,000 129 33.60%
Php 15,001- Php 20,000 83 21.60%
Php 20,001- Php 25,000 37 9.60%
Php 25,001- Php 30,000 14 3.70%
Php 30,001 and above 17 4.40%
Total 384 100.00%

II. Assessment of the respondents on the E-Service Quality of Cashless Payment

E-service quality of cashless payment pertains to the overall quality services that

provided by e-payment system providers on their users, considering the intended purpose

that indicate from the other alternatives. In this study, respondents’ assessment result

presents the e-service quality of e-payment on their online cashless payment transaction

to intend to be loyal in this system.

26
2.1 Ease of Use

Data from the table below shows how respondents strongly agree with regards to

the ease of use of the e-payment system in their cashless transactions. Based on the result,

respondents answer that they have all the necessary requirements to access the e-payment

method or services like Gcash, obtaining the highest weighted mean of 3.47. Meanwhile,

the least weighted mean is 3.26, wherein e-payment services can be easily understood

and readily adopted by any individual and/or business.

The results revealed that respondents strongly agreed with the electronic service

quality of cashless payment. This resulted in an overall weighted mean response of 3.35.

This means the e-service quality of cashless payment has a great influence on customers,

as it is simply to utilize the system for their every online payment transaction.

The result was supported according to the article of Square (2017) the article

claimed the result on how e-payments enhancement the efficiency, where customers is no

longer need to stand in the line to pay for their purchases of goods and services. This

study shows that offering customers a variety of payment method can help make the

process simpler for them. It makes paying for items and bills easier for consumers by

providing a range of payment options.

Table 4 Assessment of the Respondents on E-Service Quality of Cashless Payment in

terms of Ease of Use
Verbal
Indicators Mean
Interpretation
1. I have all the necessary requirements to access
e- payment methods/services of Gcash. 3.47 Strongly Agree

2. I can pay bills and make purchases using Gcash with just

one tap on my phone and/or computer, or with one swipe
3.44 Strongly Agree
of my card.

27
 3. I can easily monitor my transaction activities in Gcash.
3.28 Strongly Agree

4. I do not struggle with using e-payment method/services

3.31 Strongly Agree
5. E-payment services can be easily understood and readily
adopted by any individual and/or business 3.26 Strongly Agree

General Mean 3.35 Strongly Agree

2.2 Security

Table 5 shows how respondents felt about the security service of Gcash when

conducting cashless transactions. As can be seen in the table, respondents’ evaluations on

the two indicators were rated as "agreed," while the three indicators were rated as

"strongly agree." Nonetheless, indicators with a correspondent weighted mean of 3.43

refer to customers who claim to limit their online activities that may lead to linking their

financial income. However, security issues will not arise if e-payments are made through

Gcash, which has the lowest weighted mean of 3.05. This means that customers are still

experiencing security problems with their online cashless transactions.

The general mean of 3.26 for the electronic service quality of cashless payment in

terms of security was assessed as strongly agreed by respondents, who claimed that they

were still encountering security problems in their cashless activities online using this

payment method. This means that e-service providers of payment systems need to

enhance the security level and lessen the security threats in each online transaction made

by their customers to protect their private financial information in every activity

transacted. Users of the e-payment system should also be cautious of the site or person

with whom they transacted to avoid exposing their personal information and being

scammed.

28
 Issues with security frequently arise in both online and physical transactions. The

result was opposed to the study of Rouibahh (2015) were the primary obstacles to e-

payment are security issues, such as weak protection, a lack of trust, a fear of failure, high

fees, and a lack of knowledge and understanding. Customers became more concerned

about fraud and security risks associated with their online transactions (Summe, 2014),

and in order to safeguard their accounts, users restrained their activities on online

transactions due to the various security threats they encountered. As stated in the article

from Square (2017), a number of security standards and guidelines need to improve to

secure the protection of online transactions for consumers. This means that service

providers need to enhance the security awareness of the e-payment system for their users

with every transaction made online.

Table 5 Assessment of the Respondents on E-Service Quality of Cashless Payment in

terms of Security

Verbal
Indicators Mean
Interpretation

1. I never been a victim of any security threat.

3.3 Strongly Agree

2. I make sure that I increase and/or update my security

level before doing cashless transactions using Gcash. 3.43 Strongly Agree

3. Security problems will not arise with the usage of e-

payments of Gcash. 3.05 Agree

4. I am confident that my chosen-payment methods/services

Gcash have good security. 3.17 Agree

29
 5. I limit my online activities that may lead to linking my
3.33 Strongly Agree
financial income.

General Mean 3.26 Strongly Agree

2.3 Convenience

Table 6 presents the respondents' assessment of e-service quality in terms of

"convenience." As shown in the table, only indicator number three is rated as "agree,"

and the rest of the indicators were rated as "strongly agreeing" by respondents. Based on

the result, respondents admit that they can use e-payments anywhere and anytime,

reflecting the highest weighted mean of 3.36. On the other hand, indicators pertaining to

Gcash as an e-payment method or service that is better than cash payments have the least

response, which accounts for a weighted mean of 3.25. This means that customers are

still using cash over Gcash for their payment transactions.

The overall mean response of 3.32 with a verbal interpretation of "strongly agree"

shows that the respondents are satisfied by this kind of service. Despite the fact that cash

remains the preferred payment method for other customers and businesses, particularly in

physical stores, and that cash is one of the most important payments in the exchange of

goods and services, this means that service providers must develop a better version of

their electronic payment system, improving the convenience of their services in cashless

transactions, offering alternative payment options without increasing the deduction fees

and the hassle of transferring money to their users, so that they will earn loyalty of their

customers by doing their online transactions using their system.

The results are congruent to study of Klapper (2017), that electronic payment

systems can connect entrepreneurs with banks, employees, suppliers and new markets for

30
goods and services in a convenient and cost-effective way. These systems can speed up

business registration and payments for business licenses and permits by reducing travel

time and costs. Digital financial services can also improve access to savings accounts and

credit. Electronic payroll payments to employees improve security and reduce the time

and cost of paying employees.

In addition, Rathore (2016) stated that consumers find utilizing an electronic

wallet to make payments to be very handy when making purchases of goods and services

over the internet without physically visiting various locations.

Table 6 Assessment of the Respondents on E-Service Quality of Cashless Payment in

terms of Convenience

Verbal
Indicators Mean
Interpretation

1. I can use e-payments anywhere and anytime. 3.36 Strongly Agree

2. Gcash as an E-payment methods/services saves money

and time. 3.34 Strongly Agree

3. Gcash as an E-payment methods/services are better than

3.25 Agree
cash payments.
4. Going cashless on Gcash is easier and more convenient.
3.29 Strongly Agree

5. I can shop worrying about having extra cash when

3.35 Strongly Agree
needed.

General Mean 3.32 Strongly Agree

2.4 Usefulness

Based on the data gathered by proponents, most of the respondents strongly

agreed with the usefulness provided by the e-payment system. The majority of the

31
respondents admit that cashless payment using Gcash makes them comfortable at home

and relaxed while doing their online purchasing transactions; this indicator has a high

mean with a corresponding weighted mean of 3.47. Though the indicator referring to G-

cash, which offers all the necessary modes of payment needed for certain transactions,

has the least response with a weighted mean of 3.26.

The general mean of 3.35 in terms of the usefulness of Gcash was concurred as

"strongly agreed" by respondents. The outcome reflects the respondents' perceptions of

the usefulness of the service quality that brought the e-payment system into their

purchasing activities. Considering the result, the service provider of an e-payment system

must continuously deliver a high-quality service as it becomes very helpful to their

customer while they are comfortable at home dealing with their online activities.

According to the reports of Lucas (2020) in the internet news articles, it was

revealed that nine out of ten consumers chose to use local electronic payment systems in

their cashless transactions over cash-based payments due to the public health risk.

Although some customers are having a hard time leaving their homes, however, by using

various e-payment options, consumers can complete a range of transactions while being

at home.

Table 7 Assessment of the Respondents on E-Service Quality of Cashless Payment in

terms of Usefulness

Verbal
Indicators Mean
Interpretation

1. Cashless payment using Gcash helps me shop

3.47 Strongly Agree
conveniently in the comfort of my home.
2. When doing transactions in Gcash, there are no long
3.28 Strongly Agree
questions.

32
 3. Gcash offers all the necessary modes of payment needed
3.26 Strongly Agree
for certain transactions.
4. Gcash as an E-payment methods/services are more useful
3.3 Strongly Agree
than cash payments.

5. Gcash has made payments easy and hassle-free. 3.46 Strongly Agree

General Mean 3.35 Strongly Agree

2.5 Reliability

As can be seen in this table, the results reveal that, with regard to the reliability of

cashless payment, out of five indicators, the respondents strongly agree only with

indicator number five, which also got the highest weighted mean of 3.3. The result

pertains to the respondents, who agree with the overall reliability of Gcash. The indicator

indicating that Gcash offers better rates than cash payments have the lowest mean of

3.16. That means Gcash reliability needs to enhance the operation that will make

something happen to provide a better response to its users.

Since four indicators of reliability were rated as "agreed" by respondents, the

overall weighted mean remains at 3.21, indicating that the e-payment system needs to

improve its services, particularly its consistency. In order to obtain a strong agreed upon

response to the respondent's service, they must develop strategies that emphasize the

qualities of being able to be trusted and operating excellence in cashless payment systems

for their users.

The result is similarly on the findings of Gupta and Yadav (2017), which found

that the majority of the respondents appreciated the service provided by their banks,

though they were more satisfied with the overall services offered in e-payments.

33
Table 8 Assessment of the Respondents on E-Service Quality of Cashless Payment in
terms of Reliability

Verbal
Indicators Mean
Interpretation

1. Through Gcash, I can shop anytime without worrying the

3.24 Agree
payment process.
2. Gcash offers better rates than that of cash payments (e.g.,
3.16 Agree
Promos, Discounts, etc.)

3. Gcash Security isn’t an issue. 3.18 Agree

4. Their transaction process in Gcash isn’t hard and can be

3.18 Agree
understood by any individual.

5. Their overall service in Gcash is very reliable 3.3 Strongly Agree

General Mean 3.21 Agree

2.6 Customer Support

The results presented in Table 9 show that four out of five indicators of the e-

service quality of cashless payment in terms of customer support were assessed as

"agreed" by the respondents. Meanwhile, respondents claimed that the customer support

in Gcash offers solutions that would help them with their problems and/or inquiries,

based on an equivalent weighted mean of 3.27 that was claimed to be strongly agreed

upon by respondents. Thus, respondents still admit that in Gcash they can easily contact

customer service whenever they encounter problems or have queries with regard to their

account and/or transactions, with a weighted mean of 3.11.

In terms of customer support, the overall mean responses of 3.21 were assessed as

"agreed" by the respondents. This means that respondents are still worried about the

customer service of the e-payment system, as it is applicable for online assistance.

Encountering trouble in the process of transferring money to others makes it hard to reach

34
out for customer service, especially when it is in electronic services. It may take several

hours or days to resolve a conflicted problem. With this regard, service providers must

improve their customer service by directly responding to the concerns of customers,

assisting their users with their issues in processing their transaction, and trying to be fast

in giving feedback to customers so that they will be encouraged to continue using the

system in their cashless transactions.

In contrast, Luca (2021) found that customers expect service providers to generate

high-quality services. If there is insufficient information delivered, customers will predict

that anything that is not appropriate for their concern will be ignored. A person's sense of

security can change depending on their customer service experience. In attempting to

resolve the issues, personal communication is the fastest way to fix them. In this case, as

customers use electronic customer service, they need to be patient while waiting to solve

their issues or inquiries, whereas customer service providers must be consistent in solving

the problems of their customers rather than just to have feedback of trying to fix it. 

Table 9 Assessment of the Respondents on E-Service Quality of Cashless Payment in

terms of Customer Support

Verbal
Indicators Mean
Interpretation

1. In Gcash, I can easily contact customer service whenever

I encounter problems or have queries regarding my account 3.11 Agree
and/or transactions.
2. Customer support in Gcash offers solutions that would
3.27 Strongly Agree
help me in my problems and/or inquiries.

3. The customer support in Gcash is friendly and helpful. 3.22 Agree

4. Gcash quality of service is exclusive. 3.2 Agree

35
 5. In Gcash, I don’t need to wait in line in order to get
3.23 Agree
assistance from them.

General Mean 3.21 Agree

III. Assessment of Respondents to customer loyalty

Table 10 presents the respondents' assessment of e-service quality in terms of

"convenience." As shown in the result in the table below, the respondent strongly agreed

with four indicators as they reflected their cashless activities by using the electronic

payment system on their online transactions. As can be seen in the table below, the

results revealed that respondents will continue to use the services of mobile payment

through their electronic wallet, Gcash, in the future. This indicator has the highest

response mean of 3.34, while a weighted mean of 3.22 belongs to the indicator that

pertains to respondents saying they will recommend e-payment to those who ask me for

advice, which is the least response. This means that customers are still expressing their

loyalty to the e-payment system as it is and will stay with this system for their cashless

payment transactions.

The overall mean response of 3.28 shows that the respondents strongly agree with

the e-service quality of cashless payment, where they reflect their loyalty by using the

system. This means that cashless payment service providers must maintain their good

service operations as long as users are satisfied with their system. To receive a high rating

from respondents, they must provide higher-quality cashless payment options and

promotions that encourage customers to use this payment method in both online and

offline transactions.

36
 Brand loyalty is the degree to which a consumer is devoted to a particular brand,

regardless of the marketing pressures exerted by other companies. This loyalty is

demonstrated by repeat purchases and other positive behaviors like word-of-mouth

promotion (Kotler & Keller, 2006; Kotler, et al., 2008). When a customer is hesitant to

abandon a brand that is recognizable to them, brand loyalty may exist.

Table 10 Assessment of the Respondents to Customer Loyalty

Verbal
Indicators Mean
Interpretation

I say positive things about my electronic wallet Gcash to

3.28 Strongly Agree
others.
I consider my electronic wallet Gcash as my first option to
3.27 Strongly Agree
mobile payment services.

I will recommend it to those who ask me for advice. 3.22 Agree

I encourage friends and family to use Gcash in cashless

3.27 Strongly Agree
payment.

I will continue using the services of mobile payment from

3.34 Strongly Agree
my electronic wallet Gcash in the future.

General Mean 3.28 Strongly Agree

IV. Testing the significant difference between customer loyalty when grouped

according to the profile.

Data from table 11 present the statistical results using one-way ANOVA. As can

be seen in the table below, customer loyalty has a significant difference with age since

the p value of 0.00 is less than the level of significance of 0.05. This resulted in the null

hypothesis being rejected while the alternative hypothesis 1 (H1) was accepted, which

37
determined the relationship of customer loyalty when they grouped customers according

to their profile in terms of their age.

This shows that age has an impact on customer loyalty, where age is one of the

factors in using the e-payment system, though there is no age limit to adopt the new

payment method, however, if legal age is required, such as 18 or above, to sign up with

the system by creating an account, this is not difficult for them to generate their own

account as they are qualified, and it will be easy for them to use the system for cashless

payment in each of their transactions.

Based on the findings of Gudat 2018. The customer loyalty statistics from the

study show that consumers aged 18 to 25 are at a peak of loyalty that begins to

decline when they hit their late 20s and early 30s. By their late 30s and early 40s,

consumers become Roamers and are more likely to prefer to shop around, possibly

because of greater financial constraints put upon them as their family grows. The

factors driving loyalty also differ from age group to age group.

Table 11 The significant difference on customer loyalty when they are grouped by age.
Customer
Sum of Mean Hypotheses
loyalty vs Df F Sig. Interpretation
Squares Square Decision
Age
Between Significant H0 Rejected
11.983 5 2.397 9.028 0
Groups Difference Ha Accepted
Within
100.347 378 0.265
Groups
Total 112.33 383        

Based on the outcome shows that there is no significant difference between

customer loyalty and sex as the p value of 0.289 is greater than the level of significance

of 0.05. This resulted the rejection of alternative hypothesis 2 (H2), thus the hypothesis is

38
accepted, which attempts to determine the difference between the customer loyalty and

sex.

According to previous research, demographic factors, including sex, have no

significant impact on customer loyalty, customer preferences, and satisfaction levels

when using e-payments. However, many users still describe e-payment applications as

quickly making it easy to transfer payments (Hamid et al. 2016). In other words, if an e-

payment system is only used by individuals, it will quickly overtake cash, as it is now

becoming the preferred mode of payment for businesses and customers making purchases

online.

Table 12 The significant difference on customer loyalty when they are grouped by sex.
Customer
Sum of Mean Hypotheses
loyalty vs Df F Sig. Interpretation
Squares Square Decision
Sex
Between Not Significant H0 Accepted
11.983 5 0.33 1.127 0.289
Groups Difference Ha Rejected
Within
100.347 378 0.293
Groups
Total 112.33 383        

Table 13 reveal that the alternative hypothesis 3 (H3) is rejected, which tries to

test the relationship of customer loyalty and their monthly income. Since the result shows

that the p value of 0.282 is greater than 0.05 level of significance, this means that there is

no significant difference on customer loyalty and monthly income.

Results showed according to Montenegro 2015 that the highest average values

have determinants product and service quality and product price from the first group

named Product related factors. The lowest average values have determinants image,

expected value and value for money from the second group named Brand related factors.

There is also difference between respondents with under-average versus above average

39
income. Respondents with under-average income consider price as very important loyalty

determinant, while those respondents with average and above average income consider

product quality as important loyalty determinant. Research results confirmed that level of

income has significant influence to customers’ attitude towards loyalty.

Table 13. The significant difference on customer loyalty when they are grouped by
their monthly income
Customer
loyalty vs Sum of Mean Interpretatio Hypotheses
Df F Sig.
Monthly Squares Square n Decision
Income
Not H0 Accepted
Between
1.836 5 0.367 1.257 0.282 Significant Ha Rejected
Groups
Difference
Within
110.493 378 0.292    
Groups
Total 112.33 383        

V. Determining if e-service quality of cashless payment significantly impact

customer loyalty.

As can be seen in the tables below, e-service quality of cashless payment

significantly impacted customer loyalty as the p value of 0.000 which is less than 0.05

level of significance. The outcomes attain the alternative hypothesis 4 (H4) as it is

accepted, that means the result will conclude the relationship of the two variables.

The result was opposed based on the findings of the study, Nurittamont (2021);

Wang & Chaipoopirutana (2015) assessed the general relationship between e-service

quality and customer loyalty, based on the result, e-service quality has an impact on

customer loyalty. This means the electronic service quality of cashless payment on

customer loyalty totally impacted customers when using e-payment on their cashless

transactions.

40
 Considering the results of the study, it implies that customer loyalty may be

influenced by the dimensions of e-service quality of cashless payment, including ease of

use, security, convenience, usefulness, reliability, and customer support. Once the

customer is satisfied with the kind of service provided by the system, this will encourage

them to remain on it and use it again and again in every transaction they do. The impact

of the service delivered by the service provider impacted the customer as they became

loyal to the payment method they used.

Table 14 The significant impact between e-service quality of cashless payment and
customer loyalty
Sum of Mean Hypotheses
Model Df F Sig. Interpretation
Squares Square Decision
1 Significant H0 Rejected
Regressio .000 Impact Ha Accepted
79.919 6 13.32 154.937
n (a)

Residual 32.411 377 0.086    

Total 112.33 383      

CHAPTER 4

SUMMARY OF FINDINGS, CONCLUSION, AND RECOMMENDATIONS

41
 In this chapter, the summary of findings and conclusions were formulated based

on the result that was gather, analyze, interpret, and tabulated. The recommendations

were constructed by researchers based on the result of the study.

Summary of Findings

The purpose of this study was to determine if the e-service quality of cashless

payment totally impacted customer loyalty through the use of e-payment system. In order

to gather data, researchers utilize, adapted survey questionnaire from other studies. As the

question validated by professionals the survey was given that is answered by the selected

respondents from Lubao, Pampanga.

On the first part of the survey questionnaire, based on the result of the

demographic profile of the respondents, most of them are in the age bracket of 24-29 with

an equivalent percentage of 37.24. And, almost of the respondents are female that

accumulate of 52% of the study. Also, majority of the respondents has a monthly income

range of 10,001 to Php 15,000 pesos that makes up the 33.6% or 129 of the total

response.

The researchers addressed indicators that describe under the variables of e-service

quality in terms of ease of use, security, convenience, usefulness, reliability and,

customer support. On the second part of the survey result that pertains to the variables of

e-service quality of cashless payment in terms ease of use, among other indicators, most

of the respondents strongly agreed in the ‘all the necessary requirements to access

e- payment methods/services of Gcash’ that gained a highest a total weighted mean of

3.47. Based on the result under security service it reveals that the indicator that pertaining

customers assuring that they increase and/or update their security level before doing

42
cashless transactions using Gcash was assessed by respondent as strongly agreed and got

a highest weighted mean response of 3.43. When it comes to convenience, altogether the

indicators, the result reveals that respondents are strongly agreed by this kind of services.

Aside from that respondent’s response in all indicators of convenience of e-service

quality of cashless payment is that, they can use e-payments anywhere and anytime,

which reflect a highest mean response of 3.36. In terms of usefulness, indicator that refer

to the ‘cashless payment using Gcash that helps customer to shop conveniently in the

comfort of their home’ is the most answerable with a weighted mean of 3.47, this means

that based on the assessment of the respondents, they are strongly agreed to this type of

service quality together with all indicators that account a total general mean of 3.35. It

found that among other indicator the ‘overall service in Gcash is very reliable” cover the

highest weighted mean of 3.30. Respondents’ assessment with all indicators reflecting the

general result 3.21 in term of the reliability of e-service quality of cashless payment. A

total weighted mean of 3.27 considering as the vast answered by respondents’ assessment

on the indicator pertaining ‘Customer support in Gcash offers solutions that would help

me in my problems and/or inquiries.’

As can be observed on the assessment of the respondents based on the customer

loyalty, result reveal a total mean of 3.34 responses said that they will continue using the

services of mobile payment from my electronic wallet Gcash in the future’, which is

considered as the most answered by respondents.

Based on the gathered data, the result of the assessment of the respondents reflects

a significant difference in customer loyalty when grouped according to their profile. Data

from the statistical results using one-way ANOVA reveal that there is significant

43
difference in customer loyalty when they are grouped by age. Since the p value of 0.00 is

less than the 0.05 level of significance that means that the alternative hypothesis was

accepted. Meanwhile, there is no significant difference between customer loyalty when

they are grouped by sex, likewise, there is no significant difference between customer

loyalty when they are grouped by their monthly income, as both rapports have a p value

of 0.298 and 0.282 that is larger than the 0.05 level of significance. This means that they

are both showing that the alternative was rejected and the alternatives were rejected.

Lastly the statistical result show that, e-service quality of cashless payment

significantly impacted customer loyalty as the p value of 0.000 which is less than 0.05

level of significance. The outcomes attain the alternative hypothesis 4 (H4) as it is

accepted, that means the result will conclude the relationship of the two variables.

CONCLUSION

Given the result of the gathered data, the researchers formulate conclusion based

on the findings of the study.

1. Wherein majority of the respondents at the age range of 24. Most of them

are females, and when it comes to the monthly income of the respondent,

most of them has an income range of P10, 001-PP15, 000.

2. With regards to the dimension of e-service quality of cashless payment

respondents are strongly agreed with the ease of use, security,

convenience, and usefulness of cashless payment, whereas respondents

agreed on the reliability and customer support as they assessed the impact

of the e-service quality relating on their cashless payment transaction

using e-payment system.

44
 3. Based on the findings, the result in customer loyalty indicates that

respondents will continue to use the services of mobile payment through

their electronic wallet, Gcash, in the future.

4. When the significance difference of customer loyalty when grouped

according to their profile Is tested, customer loyalty significantly

influences to age, while sex and monthly has no significant difference with

customer loyalty

5. Lastly, the e-service quality of cashless payment has not significantly

impacted customer loyalty. Meanwhile, the statistical results show that

"Ease of Use", "Convenience", "Usefulness", and "Customer Support" are

significant predictors to customer loyalty.

RECOMMENDATIONS

The recommendations from this study were all based from the data or results

gathered from the conducted survey made for this study.

1. E-payment systems must improve services in term of reliability they offer. The

quality of being trustworthy in cashless payment method. Moreover, keep up to

operate the fastest processing of money-transfer and developing a simple method

that users can understand and use to send money to other payment systems or

applications in their online transaction.

2. An e-payment system should have strong protections for the financial security

level at which it is secured in transmitting money to other payment alternatives.

Actively update users on their transactions, especially if malicious threats or

sensitive information are present, to avoid account hacking or a scam.

45
 3. Consider other alternative or e-payment options in Gcash, as this has become the

most usable mode of payment nowadays. Reduce the amount of fees added or

deducted from each payment transaction with customers. By providing a

convenient and affordable service transaction, the business may gain customer

loyalty.

4. Enhance their strategies for accepting cashless payments. Furthermore, be fair in

increasing the additional fees on their customers when transmitting e-money to

them, so that customers do not hesitate to use the service due to the fee charged

by the business.

5. Implement the benefit by providing the comfort and usefulness of the system, so

that the trust of the customer will not break.

6. The assistance or feedback on their customers' concerns must be fast so that users

continue to use the e-payment system in each of their cashless transactions.

7. Future researchers should try to investigate further or consider other aspects of the

quality of e-services for cashless payments, as this may be related to customer

loyalty. Also, to expand the topic, they may conduct studies in the other

municipalities of cities in Pampanga or in the Philippines, as this study only

focuses on the province of Lubao, Pampanga.

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49
 Appendix A

LETTER OF VALIDATION

MS. ANTONIA DAVID

Merchandiser Supervisor
Air Cooler Aircon & Ref Trading Services
Lunglung Street, San Vicente, Bacolor, Pampanga

MADAM:

The undersigned is currently working with their thesis entitled “IMPACT OF E-

SERVICE QUALITY OF CASHLESS PAYMENT ON CUSTOMER LOYALTY”,
as a partial fulfillment of the requirements for the degree, Bachelor of Science in
Business Administration major Marketing Management.

In line with this, the researchers are seeking for your assistance to verify and evaluate the
questionnaire if it is sufficient before administering the study. Any suggestions and
comments will be highly appreciated. Enclosed is the copy of the questionnaire.

Thank you for your evaluation and recommendation.

Respectfully yours,

VIEN JORENZ T. DAMPIL

Group Representative

Noted by:

MARK ANTHONY A. CANLAS

Research Adviser

Approved by:

MS. ANTONIA DAVID

Validator

50
 Appendix A

LETTER OF VALIDATION

51
 Appendix A

LETTER OF VALIDATION

52
 Appendix A

LETTER OF VALIDATION

Appendix B

53
 LETTER REQUEST TO CONDUCT THE STUDY

LUISITO B. REYES, MBA, CBA

Dean, College of Business Study

SIR:

The undersigned is currently collecting data necessary to complete their research work
titled “IMPACT OF E-SERVICE QUALITY OF CASHLESS PAYMENT ON
CUSTOMER LOYALTY” This is in relation to the requirement for the completion of
the degree of Bachelor of Science in Business Administration major in Marketing
Management.
In this connection, the researcher would like to seek permission from your good presence
to conduct this study online through the of Google Forms/Survey Form to certain
respondents in Lubao, Pampanga.
Rest assured that the data will be treated with utmost confidentiality to maintain the
integrity of your office as a whole.

Very truly yours,

VIEN JORENZ T. DAMPIL

Researchers Group Representative

Noted by:

MARK ANTHONY A. CANLAS

Research Adviser

Approved by:

LUISITO B. REYES, MBA, CBA

Dean, College of Business Study

Appendix C

54
 LETTER TO THE RESPONDENTS

Dear Respondent,

Please complete the survey questionnaires as objectively as possible by choosing

the appropriate rating in each question. Your answers will be used for research purposes

in order to assess the impact of e-service quality of cashless payment on customer

loyalty.

Please be assured that your responses to this survey will be treated with strictest

confidentiality.

Sincerely yours,

CRUZ, ABIGAIL M.
DAMPIL, VIEN JORENZ T.
MANALANSAN, ANNIE ROSE S.
MANANQUIL, RAYHAN M.
RUBIN, RALPH CHRISTIAN P.
SAHAGUN, CLAIRE JEWEL
SANCHEZ, MARIKATE D.
YUMUL, CAMILLE
Researchers

Noted by:

MARK ANTHONY A. CANLAS

Research Adviser

55
 Appendix D

SURVEY QUESTIONNAIRE

To all the Respondents,

Good day!

We, the 4th year Marketing Student of Don Honorio Ventura State University under

College of Business Study, are currently conducting a research study entitled: IMPACT

OF E-SERVICE QUALITY OF CASHLESS PAYMENT ON CUSTOMER

LOYALTY, as required for our academic requirements in Business Research 2. We are

respectfully asking for your help and time to honestly answer the questions given on this

questionnaire. Your answer is very important and helpful to complete our paper. Rest

assured that all of the information/data given will be kept confidential and used for

educational purposes only.

Your cooperation is very much appreciated. Thank You!

Yours Truly,

The Researchers

INSTRUCTION: Kindly fill the information being asked from each question. Put a

check on the box that corresponds to your answer. 

I. Demographic Profile

1. Age

 18-23

 24-29

 30-35

 36-41

56
  42-47

 47 and above

2. Sex

 Female

 Male

3. How much is your monthly salary or income?

 P5,000-P10,000

 P10,001-P15,000

 P15,001-P20,000

 P20,001-P25,000

 P25,001-P30,000

 P30,001 and above

 II.            VARIABLES OF E-SERVICE QUALITY OF CASHLESS PAYMENT 

Instruction: Please check the box corresponding to how you evaluated the impact of e-

service of cashless payment of e-payment such as Gcash.

A 4-point Likert scale will serve as your guide upon answering.

Likert Scale

4 – Strongly 2 – Disagree

Agree

3 – Agree 1 – Strongly Disagree

EASE OF USE 4 3 2 1

1. I have all the necessary requirements to access e- payment

methods/services of Gcash.

57
2. I can pay bills and make purchases using Gcash with just one tap on my
phone and/or computer, or with one swipe of my card.

3. I can easily monitor my transaction activities in Gcash.

4. I do not struggle with using e-payment method/services

5. E-payment services can be easily understood and readily adopted by

any individual and/or business

SECURITY 4 3 2 1

1. I never been a victim of any security threat.

2. I make sure that I increase and/or update my security level before doing

cashless transactions using Gcash.

3. Security problems will not arise with the usage of e-payments of Gcash.

4. I am confident that my chosen-payment methods/services of Gcash

have good security.

5. I limit my online activities that may lead to linking my financial

income.

CONVENIENCE 4 3 2 1

1. I can use e-payments anywhere and anytime.

2. Gcash as an E-payment methods/services saves money and time.

3. Gcash as an E-payment methods/services are better than

cash payments.

4. Going cashless on Gcash is easier and more convenient.

5. I can shop worrying about having extra cash when needed.

USEFULNESS 4 3 2 1

1. Cashless payment using Gcash helps me shop conveniently in the

comfort of my home.

2. When doing transactions in Gcash, there are no long questions.

3. Gcash offers all the necessary modes of payment needed for

certain transactions.

4. Gcash as an E-payment methods/services are more useful than

58
 cash payments.

5. Gcash has made payments easy and hassle-free.

RELIABILITY 4 3 2 1

1. Through Gcash, I can shop anytime without worrying the

payment process.

2. Gcash offers better rates than that of cash payments (e.g., Promos,

Discounts, etc.)

3. Gcash Security isn’t an issue.

4. Their transaction process in Gcash isn’t hard and can be understood by

any individual.

5. Their overall service in Gcash is very reliable

CUSTOMER SUPPORT 4 3 2 1

1. In Gcash, I can easily contact customer service whenever I encounter

problems or have queries regarding my account and/or transactions.

2. Customer support in Gcash offers solutions that would help me in my

problems and/or inquiries.

3. The customer support in Gcash is friendly and helpful.

4. Gcash quality of service is exclusive.

5. In Gcash, I don’t need to wait in line in order to get assistance from

them.

Part III. Customer Loyalty on E-service Quality of Cashless Payment.

CUSTOMER SUPPORT 4 3 2 1

I say positive things about my electronic wallet Gcash to others.

I consider my electronic wallet Gcash as my first option to mobile payment

services.

I will recommend it to those who ask me for advice.

I encourage friends and family to use Gcash in cashless payment.

I will continue using the services of mobile payment from my electronic wallet
Gcash in the future.

59
 Appendix E

Plagiarism Scan

60
 Appendix F

GRAMMARIAN’S CERTIFICATION

REPUBLIC OF THE PHILIPPINES

Commission on Higher Education
DON HONORIO VENTURA STATE UNIVERSITY
Villa de Bacolor, Pampanga

COLLEGE OF BUSINESS STUDIES

GRAMMARIAN’S CERTIFICATION

This is to certify that the research study entitled “IMPACT OF E-SERVICE

QUALITY OF CASHLESS PAYMENT ON CUSTOMER LOYALTY” by Cruz,
Abigail M., Dampil, Vien Jorenz T., Manalansan, Annie Rose S., Mananquil,
Rayhan M., Rubin, Ralph Christian P., Sahagun, Claire Jewel B., Sanchez,
Marikate D., and Yumul, Camille L. was grammatically checked by the undersigned. It
was assured that this research was checked in the areas of grammar, coherence, unity,
style and mechanics of research writing.

Signed and issued this 7th day of January 2023.

61
RAVEN M. DE JESUS., MAED, LPT

Appendix G

CURRICULUM VITAE

ABIGAIL M. CRUZ
Prado Saba, Lubao, Pampanga
[email protected]
09634343724

Personal Information
Date of Birth : January 15, 2000
Place of Birth : Lubao, Pampanga
Age : 22
Sex : Female
Height : 5’1
Weight : 59 kgs
Religion : Roman Catholic
Citizenship : Filipino
Civil Status : Single
Language Spoken : English and Tagalog

Educational Background
Tertiary Education: Bachelor of Science in Business Administration
S.Y. 2018-Present Major in Marketing Management
Don Honorio Ventura State University
Bacolor, Pampanga

Secondary Education: Home Economics

S.Y. 2016-2018 Holy Cross Institute
Sta Cruz, Lubao, Pampanga

Primary Education : Prado Saba Elementary School

S.Y. 2007-2013 Prado Saba, Lubao, Pampanga

62
 Appendix G

CURRICULUM VITAE

VIEN JORENZ T. DAMPIL

Prado Saba, Lubao, Pampanga
[email protected]
09100836067

Personal Information
Date of Birth : October 19, 2000
Place of Birth : Sorsogon City
Age : 22
Sex : Male
Height : 5’4
Weight : 75 kgs
Religion : Christian
Citizenship : Filipino
Civil Status : Single
Language Spoken : English, Tagalog

Educational Background
Tertiary Education: Bachelor of Science in Business Administration
S.Y. 2019-Present Major in Marketing Management
Don Honorio Ventura State University
Bacolor, Pampanga

Secondary Education: Home Economics

S.Y. 2017-2019 Senior High School
Holy Cross Institute
Sta Cruz, Lubao, Pampanga

Primary Education : Balsik Elementary School

S.Y. 2007-2013 Balsik Hermosa, Pampanga

63
 Appendix G

CURRICULUM VITAE

ANNIE ROSE S. MANALANSAN

San Pedro, Floridablanca, Pampanga
[email protected]
09662279041

Personal Information
Date of Birth : February, 23 2001
Place of Birth : Parañaque City
Age : 21
Sex : Female
Height : 161 cm
Weight : 45 kgs
Religion : Roman Catholic
Citizenship : Filipino
Civil Status : Single
Language Spoken : Kapampangan, Tagalog, English

Educational Background
Tertiary Education: Bachelor of Science in Business Administration
S.Y. 2019-Present Major in Marketing Management
Don Honorio Ventura State University
Bacolor, Pampanga

Secondary Education: Humanities and Social Sciences

S.Y. 2017-2019 Senior High School
Gutad National High School
Gutad, Floridablanca, Pampanga

S.Y. 2013-2017 Junior High School

Gutad National High School
Gutad, Floridablanca, Pampanga

Primary Education : San Pedro Elementary School

S.Y. 2007-2013 San Pedro, Floridablanca, Pampanga

64
Work Experience
April 2019-August 2022 Enumerator
Contractual Special Program for the Employment of Student (SPES)
Public Employment Service Office (PESO)/LGU
Municipality of Floridablanca, Pampanga
Appendix G

CURRICULUM VITAE

RAYHAN M. MANANQUIL
0312 Sitio Cupang, San Patricio, Mexico, Pampanga
[email protected]
09051315896

Personal Information
Date of Birth : June 06, 2001
Place of Birth : Mexico, Pampanga
Age : 21
Sex : Male
Height : 170 cm
Weight : 51 kgs
Religion : Roman Catholic
Citizenship : Filipino
Civil Status : Single
Language Spoken : English, Tagalog,

Educational Background
Tertiary Education: Bachelor of Science in Business Administration
S.Y. 2019-Present Major in Marketing Management
Don Honorio Ventura State University
Bacolor, Pampanga

Secondary Education: Accountancy, Business, and Management

S.Y. 2017-2019 Senior High School
Mexico National High School
Balas, Mexico, Pampanga

S.Y. 2013-2017 Junior High School

Mexico National High School
Balas, Mexico, Pampanga

Primary Education : San Patricio Elementary School

S.Y. 2007-2013 San Patricio, Mexico, Pampanga

65
Work Experience
May 2021- Present Barangay Electrician and Bantay Bayan
Barangay San Patricio, Mexico, Pampanga

Appendix G

CURRICULUM VITAE

RALPH CHRISTIAN P. RUBIN

Solib, Floridablanca, Pampanga
[email protected]
09551283011

Personal Information
Date of Birth : October 23, 2000
Place of Birth : Floridablanca, Pampanga
Age : 22
Sex : Male
Height : 5’8
Weight : 74 kgs
Religion : Roman Catholic
Citizenship : Filipino
Civil Status : Married
Language Spoken : English, Tagalog, Kapampangan

Educational Background
Tertiary Education: Bachelor of Science in Business Administration
S.Y. 2019-PPresent Major in Marketing Management
Don Honorio Ventura State University
Bacolor, Pampanga

Secondary Education: Accountancy, Business, and Management

S.Y. 2017-2019 Senior High School
Guagua National High School
Sta. Filomena, Guagua, Pampanga

S.Y. 2013-2017 Junior High School

Diosdado Macapagal Memorial High School
Solib, Floridablanca, Pampanga

Primary Education : East Central Elementary School

S.Y. 2007-2013 San Anton, Floridablanca, Pampanga

66
Work Experience
June 2021 – October 2022 Shopee Express Rider
Porac, Pampanga

Appendix G

CURRICULUM VITAE

CLAIRE JEWEL B. SHAGUN

144 Don Jose Street, Paguiruan, Floridablanca, Pampanga
[email protected]
09701412687

Personal Information
Date of Birth : September 25, 2000
Place of Birth : San Jose, Floridablanca
Sex : Female
Height : 5’2
Weight : 45 kgs
Religion : Born Again Christian
Citizenship : Filipino
Civil Status : Single
Language Spoken : English, Tagalog, Kapampangan,

Educational Background
Tertiary Education: Bachelor of Science in Business Administration
S.Y. 2019-Present Major in Marketing Management
Don Honorio Ventura State University
Bacolor, Pampanga

Secondary Education: Paguiruan High School

S.Y. 2013-2019 Paguiruan, Floridablanca, Pampanga

Primary Education : Paguiruan Elementary School

S.Y. 2007-2013 Paguiruan, Floridablanca, Pampanga

Work Experience
April 2020 – December 2021 Online Seller
Floridablanca, Pampanga

67
 Appendix G

CURRICULUM VITAE

MARIKATE D. SANCHEZ
303 San Nicolas 2nd Betis, Guagua, Pampanga
[email protected]
09291192733

Personal Information
Date of Birth : October 26, 2000
Place of Birth : Bulaon, San Fernando, Pampanga
Sex : Female
Height : 5’2
Weight : 50 kgs
Religion : Roman Catholic
Citizenship : Filipino
Civil Status : Single
Language Spoken : English, Tagalog, Kapampangan,

Educational Background
Tertiary Education: Bachelor of Science in Business Administration
S.Y. 2019-Present Major in Marketing Management
Don Honorio Ventura State University
Bacolor, Pampanga

Secondary Education: Accountancy, Business, and Management

S.Y. 2017-2019 Senior High School
Mary the Queen College Pampanga Inc.
Jose Abad Santos Avenue, San Matias, Guagua, Pampanga

S.Y. 2013-2017 Junior High School

Betis High School
San Nicolas 2nd Betis, Guagua, Pampanga

Primary Education : Betis Elementary School

S.Y. 2007-2013 San Nicolas 2nd Betis, Guagua, Pampanga

68
Work Experience
June 2021 – November 2021 Clothes Seller
Aaa Gee
San Nicolas 2nd Betis, Guagua, Pampanga

Appendix G

CURRICULUM VITAE

CAMILLE L. YUMUL
581 Purok 4 Sta Ursula Betis, Guagua, Pampanga
[email protected]
09461248109

Personal Information
Date of Birth : March 2, 2001
Place of Birth : Lubao, Pampanga
Sex : Female
Height : 5’1
Weight : 60 kgs
Religion : Roman Catholic
Citizenship : Filipino
Civil Status : Single
Language Spoken : Tagalog, Kapampangan

Educational Background
Tertiary Education: Bachelor of Science in Business Administration
S.Y. 2019-Present Major in Marketing Management
Don Honorio Ventura State University
Bacolor, Pampanga

Secondary Education: General Academic

S.Y. 2017-2019 Senior High School
AMA Computer Learning Center
Guagua, Pampanga

S.Y. 2013-2017 Junior High School

Betis High School
San Nicolas Betis, Guagua, Pampanga

Primary Education : Sta. Ursula Elementary School

S.Y. 2007-2013 Sta. Ursula Betis, Guagua, Pampanga

69
70