Customer Satisfaction in Financial Services of Lending Firm in Valencia City, Bukidnon

This study examined customer satisfaction in financial services, focusing on factors such as interest rates and the loan application process at Lending Firm in Valencia City. Data was gathered from customers using a comparative research design and was conducted in Lending Firm, which had been in operation for 25 years in Valencia City, Bukidnon. Respondents were sari-sari store owners, particularly those with at least 10 years of experience in business. A purposive sampling method was used to select 100 active clients. Data was collected using a combination of self-developed and adapted-modified survey questionnaire. The results were analyzed using descriptive and inferential statistics, including frequency distribution, mean, standard deviation, and ANOVA and T-test tests. The results showed that competitive interest rates and a smooth loan application process had a significant impact on customer satisfaction. However, areas needing improvement were identified, particularly in the flexibility of loan terms and the clarity of processing fees. The study highlighted the importance of interest rates and the loan application process in customer satisfaction, while suggesting improvements in loan flexibility and fee transparency.