Customer Perceived Satisfaction on Online Shopping

A Thesis Proposal

Presented to the Faculty of

Fellowship Baptist College

In partial fulfillment for the degree

Bachelor of Science in Business Administration

Major in Finance
Table of Contents
CHAPTER I

INTRODUCTION

1.1 Background of the Study

Through the years, shopping has greatly evolved. Online platforms for shopping arise.

The turn of economic and convenient approach of online shopping was openly accepted by

the public. With the rapid global growth in electronic commerce (e-commerce), businesses

are attempting to gain a competitive advantage by using e-commerce to interact with

customers (Demangeot and Broderick, 2007). Currently, online shopping is considered as

fast growing phenomenon enjoyed by all which results to the growing number of online

shopping platforms.

Customers are the bloodline of the business and should be considered as assets. The

customer satisfaction plays an important role in the research society of the business

organizations, whether in product or services. Competition is always present, that is why

giving the utmost best to satisfy the customers according to their different needs, preferences

and buying behavior is important. Over the years, the usage online shopping has grown

rapidly and has become a very popular means of delivering and trading goods, services and

information. As it is currently active in business scene, measuring customers’ satisfaction

through online shopping is an important issue to the industry of commerce.

 As online consumer-purchases continue to move up high, it is important to understand

online shopping environment through the help of customer response. This research study will

deal on the analyzing of customer satisfaction on buying online.

1.2 Statement of the Problem

The General Objective:

This study endeavors to determine the level of customer satisfaction in online shopping.

The Specific Objectives:

1. What is the profile of the respondents?

2. What is the level of customer satisfaction in terms of product, services and price?

3. Is there a significant difference in the level of satisfaction of customers between online

shopping and the traditional shopping?

1.3 Theoretical Framework

Based on the gap between customer expectation and their satisfaction that can be

measured after a purchase, customer satisfaction can be identified. (Oliver 1997)

The expectation-confirmation theory by Oliver (1997) suggests that customers’

perception about each factor contributes to the measure of satisfaction from the customers’

perspective. According to Swan (1976), it is very important to know the customer perception of
each attribute. Therefore it is significantly important to know and understand which factors ahs

impact on the assessment of customer satisfaction aster purchasing the customer’s desired

product. Satisfaction is not based only on the judgment of customer towards reliability of the

delivered service but also the customers’ experience of the whole process as they order. A

customer satisfaction is strongly linked to the impressions of performance, satisfaction and

switching barriers are assumed to be the most important antecedents of repurchase behavior or

the intension to repurchase a good service (Sharma, 2008). However, the satisfaction of the

customer depends not only on the service provided the by the online seller but also on how the

consumers contribute and perceived the direct information to their own satisfaction.

1.4 Conceptual Framework

Customer satisfaction is the state of mind that customers have about a company

when their expectations have been met or exceeded over the lifetime of the product or

services (Cacioppo, 1995).

In order to facilitate a better understanding of the basic factors influencing online

shopping and present a more universal system for measuring service quality, this study

focuses on how users' satisfaction is affected by various e-commerce platforms. The study's

objective is to look at how customers want to enhance their perception of value with regard

to online purchases Anyone who wants to gain an understanding of customers' inherent value
and how it is connected to various marketing variables may conduct market research, as well

as anyone who wants to run an online business.

C U STO ME R
PERCEIVED
S AT I S FA C T I O N O N
ONLINE SHOPPING
O B S E R VA B L E FA C TO R S I N T H E
CONTEXT OF ONLINE SHOPPING

SIGNIFICA NT DIFF ERENCE IN TH E C U STO M RS

1.1
PROFLE OF 1.2 L E V E L O F S AT I S F A C T I O N O F 1.3 S AT I S F A C T I O N I N
C U STO ME RS B ET W E E N:
RESPONDENTS TERMS OF:

ONLINE
1.1 .A NAME 1.2 .A 1.3 .A
SHOPPING PRODUCT

TRADITIONAL
1.1 .B AGE 1.2.B 1.3.B SERVICE
SHOPPING

1.1.C SEX 1.3.C PRICE

1.1.D C I V I L S TAT U S
1.5 Definition of Terms

1.6 Significance of the Study

This study is conducted to provide information about the customer satisfaction on

online shopping. The researchers believed that conducting this study will be beneficial to

the following:

 The Management – this study will help provide a definitive and useful

information to the management who serves as the provider of the

consumer needs and wants, with this study the following requests and able

to come up new ideas in developing strategies for better customers

attraction.

 The Customers – to be the respondents of this study will help the

management – online shops and businesses and to improve quality service,

product and price as they will be getting firsthand feedback from the

customers. Thus, this study will greatly benefit the customers as they will

be heard and given solutions to their respective inquires.

 The Researchers – the discovery of this study will help the researchers

evaluate the current business situation in regards with this specific topic

and will enable students help the management take corrective actions.

 The future Researchers – the findings of this study will provide useful

information and ideas to the other researchers or online business shops

relevant to the customer satisfaction. Furthermore, this study will

encourage other aspiring researchers to conduct study with wider scopes

that are just yet to be discovered.

CHAPTER II

Review of Related Literature

This chapter will include the ideas from complete thesis, concepts, conclusions and

methodologies and others. These related literature included in this chapter will help determine

the information relevant to this topic.

Related Literature