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UCU GS Research Journal
SATISFACTION, RETENTION AND PROBLEMS OF NATIONAL FOOD
AUTHORITY RICE RETAILERS
MARITES D. ADALIA

This study aimed to identify the satisfaction level, retention and problems of the
accredited NFA rice retailers in Eastern Pangasinan. Specifically, this study sought to determine
the: the profile of the respondents in terms of age, sex, capitalization, years in rice retailing
business and annual net profit; the level of customer/client satisfaction in terms of product
quality, service quality and relationship management; customer retention strategies currently
adopted and/or practiced; the problems faced by NFA in the retention of its customers/clients;
the significant relationships customers’ satisfaction level and retention strategies; and 6) the
significant relationships between the problems faced by NFA retailers’ and the customers’
satisfaction level and retention strategies.
The following summarizes the salient finds of the study: Most of the respondents
belonged to the 40 to 46 years old age range; male with a capital of Php50,000.00–
Php70,000.00 who operated their business for more than 5 years and earning an annual net
profit of Php100,000.00–300,000.00. The respondents were “Highly Satisfied” with the service
quality and relationship management and “Satisfied” with product quality of NFA. The accredited
NFA retailers were “Highly Satisfied” with the positive retention strategies and “Satisfied” with
negative retention strategies. The rice retailers encountered “Slightly Serious” problems in their
retention with NFA.
Based on the findings of the study, the following conclusions were drawn: Investing
an amount which could double in a year’s time means NFA rice retailing business is a profitable
venture. Quality of product, service and relationship with customers determine the level of client
satisfaction. Positive and negative retention strategies influence customer satisfaction. The NFA
provides remedies to concerns raised by its clients. As the value of positive retention strategies
increases, the level of over-all satisfaction also increases. Likewise, as the NFA employs negative
retention strategy, the customers’ satisfaction also increases to a certain extent. As the NFA
intensifies or exerts more efforts in implementing of its retention strategies to retain customers
by the satisfying them, the lesser the problems faced by them.
In the light of the foregoing findings and conclusions, the following recommendations
are forwarded: The NFA is encouraged to continue to satisfy the NFA retailers by providing
excellent services. There is a need to sustain or improve the current quality of service and good
relationship management with the NFA retailers to maintain their loyalty. The NFA should sustain
its quality of service and relationship management and improve its product quality in order to
ensure the retention of its rice retailers. The NFA should institute measures to minimize or lessen
the problems that may occur.
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