Level of Satisfaction of Customers in Online Shopping

LEVEL OF SATISFACTION OF CUSTOMERS IN ONLINE SHOPPING Page |1
Republic of the Philippines

Department of Education
Region 1
Schools Division of Ilocos Sur
of Narvacan
Narvacan National Central High School
Senior High School
Paratong, NarvacanIlocos Sur
A Research Study
Presented
in Partial Fulfillment
for Inquiries and Investigations
Entitled
Level of Satisfaction of Customers in Online Shopping
Following the American Psychological Association’s Guidelines
JoloF. de Mesa
Francis Rei B. Santiago
Daisy D. Padillon
Shaina Mae D. Cabanig
Ross AngelicAnquillano
Charizza Mae Callejo
Herald Supnet
Haziel Mae Leones
Bryan Paul Cabacungan
Czarinalyn P. Soria
Narvacan National Central High School

Chapter I
Introduction
The internet is really a powerful tool to disseminate any information. With the
internet and the developing communication system, it results to tremendous business
opportunities. The internet affects the society especially on how people do business.
Online business is a form of electronic commerce which allows consumers to directly
buy goods or services from a seller over the Internet. The arising number of internet
users over the years signifies business opportunities for entrepreneurs. Establishing a
store on the Internet allows the consumers to reach out the store even without visiting
the physical store. It is very convenient yet risky. The researchers can’t deny that
Narvacan has also an arising number of online businesses.
This study aims to find out if the customers are satisfied in online shopping.
Specifically, it aims to answer the following questions:
1. Does online business have an effect to local sellers in Narvacan and what are
these effects?
2. Are the customers satisfied in shopping online rather than shopping at physical
stores?
3. Is there a significant difference between buying products online and buying
products in a physical store?
4. What is the attitude of local sellers towards online business?
The result of the study will enlighten and help entrepreneurs choose the most
appropriate way of selling their products to increase their income and to know whether
the customers are satisfied in shopping online. The findings of this study will also serve
as a guide for the people in choosing the best way to buy products and knowing the
effect of online business to the local sellers specifically in Narvacan.
For further understanding of the study, the researchers gathered information that
supports this study. The web has become an opportunity for the marketers to add value
to products and services. The phenomenal growth of the internet has become a key to
attract more consumers and businesses to engage in online shopping. E-commerce is
sited as any form of business transaction in which the people interact electronically
rather than by physical exchanges or direct physical contact. The availability of goods
and services with the click of a mouse is changing the global setting. (Aldin, Brehmer,
and Johansson, 2004).
Shopping online has never been so easy. Consumers can shop easily but for
most people, privacy and security issues are their concerns. By common sense, anyone
who tends to shop online will think twice before they buy anything as to consider the
privacy and security issues related to it. This is proven in the article Consumer
Perceptions of Privacy and Security Risks for Online Shopping. People are always
conscious about their privacy and security. However, this is not the case in the real
world. (Miyazaki & Fernandez, n.d.). As stated in the “The Myth of Secure E-Shopping,”
even though online merchants have tried their best to beef up the security, threats and
attacks still prevail. For this reason, consumer should act fast to protect their privacy
when shopping online. (Kandra, 2001).In the 10 Things Your Mother Never Told You
About Online Shopping, it explains many ways that consumers could do to enhance the
privacy and security aspect. Customers should be careful enough in handling credit
cards as mode of payment. They should also be cautious in giving information about
themselves. (Halpin, 2000). Taking all these contents as a whole, the researchers would
say that in any situation, people can still shop online safely by being careful enough in
every transaction.
The objective of the study was to determine if the customers that are buying
products online are satisfied. This will be conducted within the school year 2017-2018 at
the vicinity of Narvacan, Ilocos Sur.
Chapter II
Materials and Methods
The study is set to use the quantitative research method as its design. The study
used comparison on both the online and traditional shopping through a detailed
collection to identify the level of satisfaction of the customers as well as the range of
profit of the businessmen.
Purposive sampling technique is used by the researchers to the study to select
the respondents. The respondents that are chosen to be part of this study are those
who have enough experience on buying in both online and the traditional one, they have
a lot of things to share when it comes to buying in both medium. The researchers make
sure that the chosen respondents are the ones who are knowledgeable enough to
answer the questions thoroughly in order to attain the most accurate result for the study.
The main instrument that used in gathering the data for the shoppers is through a
set of questionnaires that were distributed to the students of Narvacan National Central
High School (from Narvacan, Sta. Maria and Santa) and those who are not students
but are qualified to be a respondent (those who have experience on buying in both
shops - online and traditional). The researchers chose the respondents that has a wide
knowledge on the field and has an experience doing so. The interview that the
researchers conducted can be used to determine the marketing strategies of the
businesses so with the profits generated by each business. The questionnaire is use to
determine the level of satisfaction the customers can get on buying on either traditional
or online shops.
The researchers personally interview the respondents and explained the purpose
of the study. The researchers asked questions that are related to the study and that are
important to the study. Each of the researchers are given a task on the interview
portion, there are members who are taking notes, there is one who is doing the
interview itself, and there are those who are documenting the interview.
Analysis of data is a must on a research study right after the data and information
are gathered. The researchers provided tables and numerical figures to illustrate the
results more visually attractive and easier to evaluate. Through these tables and figures
that the researchers attained from the statistical analysis, they identified the shop that
offers a higher level of satisfaction to the customers as well as the more profitable
shops, the researchers also interpreted the gathered data to know what is best
recommended for of business to the readers.

Chapter III
Results and Discussions
After the data gathering procedure, the presentation, analysis and interpretation
of data is next. Under this part of a research paper, data are being presented, analyzed
and interpreted base on the data gathered relevant to the problems raised in the first
part of this paper. Textual, tabular and chart presentations were utilized for better
understanding of the results of the study.
Problem 1: What is the profile of the respondents in terms of the following
demographics:
Address
Computer literacy ability
Age
Gender
Civil status
Profile of Respondents
The profile of the online store buyers in all barangay of Narvacan presented in
zones including those who are buying online products in Narvacan that are from nearby
municipalities such as Sta. Maria and San

Table 1
Address
Frequency Percent
Valid Zone 1 15 7.5
Zone 2 36 18.0
Zone 3 23 11.5
Zone 4 29 14.5
Zone 5 21 10.5
Zone 6 22 11.0
Zone 7 21 10.5
Zone 8 19 9.5
Santa 9 4.5
Sta. Maria 5 2.5
Total 200 100.0
Table 2
Computer Literacy Ability
Frequency Percent
Valid low 20 10.0
average 143 71.5
high 37 18.5
Total 200 100.0
Table 3: Age
Frequency Percent
Valid 15-19 y/o 156 78.0
20-29y/o 28 14.0
30 and above 16 8.0
Total 200 100.0
Table 4:
Gender
Frequency Percent
Valid Male 70 35.0
Female 130 65.0
Total 200 100.0
Table 5
Civil Status
Frequency Percent
Valid Married 25 12.5
Single 175 87.5
Total 200 100.0
On Address. The highest gathered data of respondents in terms of address is 36 or 18%
from Zone 2 (Baranggay Sta. Lucia, Dinalaoan, Parparia and Aquib). On the other hand, the
lowest gathered data (Narvacan base) is from Zone 1 (Baranggay San Jose, San Antonio, Dasay
and Rivadavia) with about 15 respondents or 7.5% of 200. The respondents from the
municipality of Santa is the lowest of all with only 5 recorded respondents or about 2.5% of the
total respondents.
On Computer Literacy Ability. Almost all respondents are of average type when it
comes to computer literacy skills with about 143 respondents or 71.5% of the total
respondents. While those who said that their ability in computer is high are about 37
respondents or 18.5%. The lowest recorded data in terms of computer literacy ability is
10% of the total respondents or 20 people only.
On Age. Majority of the respondents are teenagers ages 15 to 19 with about 78% of the
total respondents or 156 people. While the lowest are those whose age bracket is 30 and above
with only 16 respondents or 8% of 200.
On Gender. Most of the respondents are female with a percentage of 65% or 130 total
respondents. And the male respondents is the lowest with only 35% or 70 respondents.
LEVEL OF SATISFACTION OF CUSTOMERS IN ONLINE SHOPPING P a g e | 10
On Civil Status. A great number ( 175 or 87.5%) of the respondents are single, while a
marginal percentage (25 or 12.5%) are those who are married respondents.
Problem 2. What are the things that the customers are looking for when they purchase products
online. The following sets of questionnaires are given to the respondents which are categorized
into three:
Delivery System
Online VS. Traditional Shopping
Level of Satisfaction
Questionnaires in Delivery System
The table below presents the item mean ratings on the delivery system process that the
customer wants when they are purchasing online.
Table
Questions in Delivery Percentage Mean Descriptive Rating

System
Q1: I will purchase only if 77% 3.83 AGREE
there is a provision of home
delivery.
Q2: I will take the risk of 56.4% 2.82 NEITHER

credit
card transactions.
Q3: It is difficult to return 74.7% 3.735 AGREE
the products/items.
Q4: I will take the risk of not 58% 2.90 NEITHER
getting what I paid for.
Q5: I will take the risk of 57.1% 2.855 NEITHER
losing privacy.
Q6: It is complex compared 78.3% 3.915 NEITHER
to traditional shopping.
Q7: I will not able to touch 66.8% 3.34 NEITHER
the product.
Q8: It is more expensive 66.7% 3.335 NEITHER
than sold in retail stores.
Q9: I will consider how long 70.5% 3.525 AGREE
will I wait to receive the
product.
Q10: the lack of 65.9% 3.295 NEITHER
trustworthiness to vendors.
OVERALL MEAN: 3.293
As revealed in the table, the overall mean rating of 3.293 interpreted as “Neither”,
indicates that the respondents are uncertain about the things that must be primarily
considered when purchasing online with in terms to the delivery system process of the
shops online. For example, the provision of home delivery is not much important to the
respondents, they will purchase whether there is or there is no provision of home
delivery.
The table also shows that the respondents gave the highest rating of (x= 3.83)
interpreted as “Agree”, in item Number 1 ( I will purchase only if there is a provision of
home delivery). It can be also seen, though, that the respondents gave the lowest rating
of (x=2.82), in
terpreted as “Neither”, in item Number 2 (I will take the risk of credit card transactions).
This implies that the respondents are uncertain about their thoughts regarding the
delivery system of an online shop, it is either they agree or not.
Nevertheless, the table illustrates that the respondents presented a not so high
mean ratings, but not so low at the same time, it is just in the average level, some agree
and the other half not. It is interpreted as “Agree” in some questions and there is also
interpretation of “Neither”. This suggests that the respondents are uncertain about the
delivery system of shops online.
Online VS Traditional Shopping Questions
The mean scores on the comparative questions regarding online and traditional
shopping are presented on the table below:
Table 7
Online VS Traditional Percentage Mean DESCRIPTIVE RATING

Shopping Questions
Q1: The satisfaction 70.9% 3.545 AGREE
level I’d received with
how the operator
handled my inquiry.
Q2: The satisfaction 70.9% 3.545 AGREE
level I’d received with
regards to how the
operator resolve my
issue competently.
Q3: My operator 72.8% 3.640 AGREE
communicates in a
clear manner.
Q4: Online Shopping 71.3% 3.565 AGREE
will eventually
supersede traditional
shopping
Q5: I prefer 72.6% 3.630 AGREE
traditional/conventiona
l shopping rather that
online shopping.
Q6: The description of 69.2% 3.46 AGREE
the products shown on
the internet are very
accurate.
Q7: Online shopping is 68.4% 3.420 AGREE
secure as traditional
shopping.
Q8: Selection of the 69.5% 3.475 AGREE
goods on internet is
very broad.
Q9: The product 66.9% 3.345 AGREE
arrives on time.
Q10: I prefer cash on 68.9% 3.4450 AGREE
delivery compare to
wireless transaction.
Q11: The photograph 69% 3.4500 AGREE
of the product in the
website accurately
represent what I
received.
Q12: Internet reduces 73% 3.6500 AGREE
the monetary cost of
traditional shopping.
Overall Mean: 3.51
Based on the results above, it can be concluded that the respondents are much
fonder with online shopping compared to the traditional one. They want to purchase
different product in the online shops more often than purchasing in the traditional one.
It can be seen in the table that overall rating is high at (x= 3.51), interpreted as
“Agree”. The respondents , however, supplied the lowest overall rating of (x=3.345),
described as “Agree” in the statement “the product arrives on time”. This can be
concluded that the buyers are looking forward more often on shopping online rather
than shopping traditionally.
As a whole, the respondents show an approval to the questions that this study is
finding out.
Level of Satisfaction Questions
Level of Satisfaction Percentile Mean DESCRIPTIVE RATING

Question s
Q1: Shopping in internet 76.9% 3.8450 AGREE
saves time.
Q2: It is a great 75% 3.7500 AGREE
advantage to be able to
shop at any time of the
day.
Q3: Online shopping is 75.2% 3.7600 AGREE
risky.
Q4: My operator is 66.7% 3.3350 AGREE
professional and
courteous.
Q5: I feel like a valued 69.7% 3.4850 AGREE
customer.
Q6: The website is easy 73.8% 3.6900 AGREE
to navigate.
Q7: The website loads 68.3% 3.4150 AGREE
efficiently.
Q8: I am happy with the 71% 3.5500 AGREE
shipping option.
Q9: The product arrives 72.7% 3.6350 AGREE
on time.
Q10: The product meets 70.1% 3.5050 AGREE
my expectation.
Overall Mean: 3.597
It is very important to take note that the respondents showed high level of
satisfaction with regards to shopping online as seen on the table of satisfaction level in
the online shopping.
It can be seen that the overall mean is administered to 3.597, considered to be
high and that means that the customers are very well satisfied with regard to shopping
online. A very definitive result shows that people are often more satisfied in shopping
online because it is less time and hassle. The lowest administered mean score is 3.335
(Online shopping is risky.) This indicates that people doesn’t agree that online shopping
is risky.
Summary
This study is focused on determining the level of satisfaction a customer can get
on buying online products. Furthermore, the contentment of the customers with in terms
to the delivery system of an online shop and the differences of traditional and online
shopping. The study is also aiming to know if online shopping already or will be able to
supersede traditional shopping.
It looked into the profile of the respondents such as address, computer literacy
ability, age, gender and civil status.

It focused on finding out how satisfied the customers are in shopping online more
than on shopping traditionally. The delivery system, if it meets the standards of the
customers and the edge of online shopping when it is being compared to traditional one.
In this study, the delivery system, level of satisfaction and edge of online
shopping to traditional shopping are the determining factor to derive at the result of this
study.
Conclusion
After a thorough analysis of the data gathered, the following conclusions are
hereby presented:
1. Most of the respondents are teenagers whose age are between 15 to 19 years
old and are all students. Majority of the respondents are female and only few are
male.
2. Many of the respondents are from Zone 2 in the municipality of Narvacan
(baranggay Sta. Lucia, Parparia, Aquib and Dinalaoan) and most of the
respondents are single.
3. Many of the respondents said that their computer literacy ability is at average
level, meaning not too god but not too bad at the same time.
4. The respondents agreed to home delivery, meaning they are much concerned
with the delivery system of online shops
5. The respondents want online shopping more than the traditional one because it
is less time, effort and money.

6. The respondents agreed that online shopping will eventually supersede
traditional shopping due to the fast growing world.
7. The respondents are satisfied with in terms of online shopping from the way the
seller communicates to the product that they are buying.
8. The respondents are more contented with the services of online shopping when it
is being compared to traditional one.
9. Based on the mean results it was concluded that the level of satisfaction of
people towards online shopping is at average level, not too high but not too low
at the same time in all aspects – delivery system, operators communication
method and the product itself.
Recommendations
Based on conclusions draws, the subsequent recommendations are forwarded:
1. Online shops should build a very trustworthy image in the public because there
are still those people who are interested to buy products from online shops but
they are hesitant to do so because of their trust issue. Online shops should make
action that will create an edge in order to persuade customers to buy to them
instead of the retail store
2. The prices of the products sold online should be lower than those being sold in
the market in order to make more customers, they should also make promo or
discounts if a customer will buy at huge volume.
3. Operators of online shop should be very respectful in order for the customers to
feel respected and to make them feel like they are valued customers.
4. And lastly, online shop should make their shop more accessible; create an offline
version of it in order for those customers who don’t have a reliable internet
source.
APPENDIX I
Republic of the Philippines

Department of Education
Region I
SCHOOLS DIVISION OF ILOCOS SUR
NARVACAN NATIONAL HIGH SCHOOL
Narvacan, Ilocos Sur
Dear Respondents:
We are currently conducting an action research with the title “ LEVEL OF

SATISFACTION OF CUSTOMERS IN ONLINE SHOPPING ”. Kindly supply the information
needed on the spaces provided. All responses will be treated with utmost confidentiality
and will only be used on the objectives of this study. Thank you very much.
The Researchers
__________________________________________________________________
Questionnaire
Name(optional): ____________________ Computer Literacy Ability: ___ High

Address: ____________________________ ___ Average
Age: ___________ Gender: ____ Civil Status: _____ ___Low
Direction: Please select the BEST possible choice to answer the following items
by putting a check mark on the space provided for in each choice.
Score Limits Qualitative Description Qualitative Statement
5 4.21-5.00 Strongly agree Very important
4 3.41-4.20 Agree Important
3 2.61-3.40 Neither Indifferent
2 1.81-2.60 Dis-agree Unimportant
1 1.00-1.80 Strongly dis-agree Very unimportant
Delivery System 5 4 3 2 1
1. I will purchase only if there is provision
of home delivery.
2. I will take the risk of credit card
transaction.
3. It is difficult to return the products/item.
4. I will take the risk of not getting what I
paid for.
5. I will take the risk of losing privacy.
6. It is complex compared to traditional
shopping.
7. I will not able to touch the product.
8. It is more expensive than sold in retail
store.
9. I will consider how long will I wait to
receive the product.
10. The lack of trustworthiness to vendors.
Direction: Please select the BEST possible choice to answer the following items
by putting a check mark on the space provided for in each choice.
Score Limits Qualitative Description Qualitative Statement
5 4.21-5.00 Very Happy and Contented Very well Satisfied
4 3.41-4.20 Happy and Contented Satisfied
3 2.61-3.40 A Little Bit Happy and Contented Sort of Satisfied
2 1.81-2.60 Happy but not Contented Not Contented
1 1.00-1.80 Never Happy and Contented Never satisfied at all
Online VS. Traditional Shopping Questions 5 4 3 2 1
1. The satisfaction level I’d received with
how the operator handled my inquiry.
2. The satisfaction level I’d received with
regards to how the operator resolve my
issue competently.
3. My operator communicates in a clear
manner.
4. Online shopping will eventually
supersede traditional shopping.

5. I prefer traditional/conventional
shopping rather that online shopping.
6. The description of the products shown
on the internet are very accurate.
7. Online shopping is secure as traditional
shopping.
8. Selection of the goods on internet is
very broad.
9. The product arrives on time.
10. I prefer cash on delivery compare to
wireless transaction.
11. The photograph of the product in the
website accurately represent what I
received.
12. Internet reduces the monetary cost of
traditional shopping.
Level of Satisfaction of Customers in 5 4 3 2 1
Online Shopping
1. Shopping in internet saves time.
2. It is a great advantage to be able to

shop at any time of the day.
3. Online shopping is risky.
4. My operator is professional and

courteous.
5. I feel like I am a valued customer.
6. The website is easy to navigate.
7. The website loads efficiently

8. I am happy with the shopping options.
9. The product arrives on time.
10. The product meets my expectations
Comments:
Please provide us with any comments or suggestions for improving the survey
questionnaire. Thank you for your time

Level of Satisfaction of Customers in Online Shopping

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Level of Satisfaction of Customers in Online Shopping

Uploaded by

Copyright:

Available Formats

LEVEL OF SATISFACTION OF CUSTOMERS IN ONLINE SHOPPING Page |1

Republic of the Philippines

for Inquiries and Investigations

Level of Satisfaction of Customers in Online Shopping

Following the American Psychological Association’s Guidelines

Narvacan National Central High School

internet and the developing communication system, it results to tremendous business

Online business is a form of electronic commerce which allows consumers to directly

Narvacan has also an arising number of online businesses.

Specifically, it aims to answer the following questions:

3. Is there a significant difference between buying products online and buying

products in a physical store?

4. What is the attitude of local sellers towards online business?

effect of online business to the local sellers specifically in Narvacan.

attract more consumers and businesses to engage in online shopping. E-commerce is

and Johansson, 2004).

the vicinity of Narvacan, Ilocos Sur.

Materials and Methods

profit of the businessmen.

Purposive sampling technique is used by the researchers to the study to select

researchers conducted can be used to determine the marketing strategies of the

recommended for of business to the readers.

Results and Discussions

understanding of the results of the study.

Problem 1: What is the profile of the respondents in terms of the following

Computer literacy ability

municipalities such as Sta. Maria and San

Sta. Maria 5 2.5

Total 200 100.0

Computer Literacy Ability

On Address. The highest gathered data of respondents in terms of address is 36 or 18%

10% of the total respondents or 20 people only.

with only 16 respondents or 8% of 200.

Online VS. Traditional Shopping

Questionnaires in Delivery System

customer wants when they are purchasing online.

Questions in Delivery Percentage Mean Descriptive Rating

there is a provision of home

Q2: I will take the risk of 56.4% 2.82 NEITHER

Q4: I will take the risk of not 58% 2.90 NEITHER

getting what I paid for.

Q5: I will take the risk of 57.1% 2.855 NEITHER

Q6: It is complex compared 78.3% 3.915 NEITHER

Q7: I will not able to touch 66.8% 3.34 NEITHER

Q8: It is more expensive 66.7% 3.335 NEITHER

than sold in retail stores.

Q9: I will consider how long 70.5% 3.525 AGREE

will I wait to receive the

Q10: the lack of 65.9% 3.295 NEITHER

OVERALL MEAN: 3.293

respondents, they will purchase whether there is or there is no provision of home

interpreted as “Agree”, in item Number 1 ( I will purchase only if there is a provision of

delivery system of an online shop, it is either they agree or not.

delivery system of shops online.

Online VS Traditional Shopping Questions

shopping are presented on the table below:

Online VS Traditional Percentage Mean DESCRIPTIVE RATING

level I’d received with

how the operator

level I’d received with

regards to how the

l shopping rather that

Q6: The description of 69.2% 3.46 AGREE

Name(optional): __________________ Computer Literacy Ability: _ High