Customer-driven Operations of the Alumni Association Office in a University

This study measured the customer-driven operations systems of the alumni association office in a university through a customer satisfaction survey and narratives of satisfaction and dissatisfaction. This descriptive study was conducted in the alumni association office of a university covering 2016, 2017 and 2018 secondary data. The secondary data from 600 respondents (200 respondents per year) includes quantitative data and narratives from the comments section of the survey instrument. Statistical treatment includes weighted mean and frequencies. In 2016, the customers perceived the operations as very good. The respondents rated the cleanliness and orderliness of the office as excellent. The rest of the indicators were rated very good. The waiting and processing time for the release of the ID was rated the lowest among ten indicators. It was noted by the researchers that the respondents viewed the association as excellent in 2017 and 2018. In 2017, four indicators were rated as excellent: cleanliness and orderliness of the office, attitude of the office staff, quality of alumni ID released to graduates, and comfort & personalized service in the office. Moreover, the indicator with the lowest mean was the appearance and content of the association’s Facebook Page ®. In 2018, eight out of ten indicators were evaluated as excellent. The top three indicators were: attitude of the staff; cleanliness and orderliness of the office; and quality of alumni ID released to graduates. The indicator with the lowest mean was the waiting & processing time for the release of alumni ID. (Recommended citation: Amparado, M. A. P. & Hinoguin, J. F. Customer-driven Operations of the Alumni Association Office in a University. Cebu Journal of Business & Accountancy, 1(1), 4-20).