Defense

ARANDIA COLLEGE, INC.
Customers Satisfaction Towards Online Shopping
at Barangay Moonwalk, Paranaque City: Basis
For Campaign Program
A research presented to the Senior High School Department of
Arandia College, Inc.
Submitted in partial fulfillment of the Senior High School
Requirements for the Research in Daily Life 2
By:
Alvior, Anna Fe S. Marcelo, Loise Harvey G.
Bautista, Kurt L. Pullon, Trisha B.
Cortez, Jenny May I. Sangalang, Harold C.
Galvez, Geoffrey L. Vasquez, Eloeiza J.
Accountancy, Business, and Management – Academic Track

CHAPTER 1
THE PROBLEM AND ITS BACKGROUND
Introduction
The Republic Act 8792 or the Electronic Commerce Act of 2000 defines E-
Commerce as: The process of buying and selling goods and services
electronically by consumers and from company to company through
computerized business transactions.
Each day, more people shop online. Because of the ease and
convenience it provides, the availability of a large range of products on a single
platform, as well as the offers and discounts, people now choose online buying
over offline shopping. Online purchasing has a lot of benefits, but it also has
some disadvantages. Not every internet shopper is content with their
experiences. You may claim that more than 50% of internet shoppers might
experience issues.
The Department of Trade and Industry is the primary agency that ensures
a safe consumer environment with quality and safe products, and reasonable
prices, by undertaking programs that support informed and vigilant consumers
and cooperative and self-policing businesses.

The Department of Trade and Industry reiterates the importance of
consumers knowing their rights and responsibilities for protection against
dishonest traders and defective products, and entrepreneurs.
Kotler (2000) defined satisfaction as: “a person’s feelings of pleasure or
disappointment resulting from comparing a product’s perceived performance (or
outcome) in relation to his or her expectations”.
A study by Zeithaml and Bitner (2003) satisfaction evaluate by the
customers about particular product or service, to check whether it has met the
expectations and needs. Researcher indicated that profitability of a firm is
depending on the customer satisfaction (Zeithaml, 2000).
According to Hansemark and Albinsson (2004), “satisfaction is an overall
customer attitude towards a service provider, or an emotional reaction to the
difference between what customers anticipate and what they receive, regarding
the fulfillment of some need, goal or desire”.
In its simplest form, customer satisfaction refers to the assessment a
consumer makes of his or her sense of fulfillment in relation to his or her choices
regarding the purchase and usage of particular goods and services.

Background of the Study
Customer satisfaction plays a vital role in success of every business
organization whether it is meant for a product or a service. A good marketer
continuously satisfying consumer needs in better way. Customers should be
managed as assets, and that customers vary in their needs, preferences, and
buying behavior.
Avoiding dissatisfied customers and raising the customer satisfaction
score are the main priorities for any company or businesses that wants to
succeed in the modern world. Customers are looking for effective and efficient
customer service. Customer satisfaction is important because it shows whether
your target audience approves of what you're doing. High levels of satisfaction
increase customer retention, boost lifetime value, and improve brand reputation.
The purpose of this study is to seek customer satisfaction and gain a
better understanding of and their expectations. A proper understanding of your
customers’ satisfaction will help you identify their specific needs, better than
anymarket study.
This study will help marketers or online business owners to determine how
to improve its products and services.

Theoretical Framework
Product
Expectation
Customer
Service Satisfaction
Experience
Price
Figure 1: Expectancy-Disconfirmation Theory
Richard Oliver (1980)
According to Expectation theory (also commonly known as Expectancy
Disconfirmation Theory) is the most widely accepted theory concerning customer
satisfaction processes. The theory holds that satisfaction/dissatisfaction results
from a customer's comparison of performance (of a product or service) with
predetermined standards of performance. It came from a subject of study for
antecedents of satisfaction (Anderson and Sullivan,1993). The standard
approach to study the satisfaction involves comparison of prior expectations with
observed performance. Thus in this theory, the customer’s perception of overall
satisfaction results from a comparison between expectation and outcome
performance.
Therefore, expectation and outcome performance are two important
variables which can influence the judgment of satisfaction measure. Because
customers’ satisfaction is one of the crucial factor to predict the customer
purchase tendency. To investigate satisfaction toward the products is also a main
topic in customer behavior research. Based on expectation disconfirmation
theory, a firm can increase satisfaction by increasing perceived product
performance or decreasing expectations.
In the process of satisfaction judgments, first buyers may experience
expectations of the specific product or service prior to purchase. Second,
consumption reveals a perceive performance level of product which is influence
by expectations if the difference between actual performance and expectations is
perceived as being small.
Hence, perceived performance may increase or decrease directly with
expectations as indicated by the arrow drawn from expectations to perceived
performance. Third, perceived performance may either confirm or disconfirm pre-
purchase expectation (Anderson and Sullivan, 1993). Fourth, satisfaction is
positively affected by expectations and the perceived level of disconfirmation.
When the outcome performance is object, it is difficult to increase the perceived
performance. Thus, to decrease expectations is a viable alternative for the firm
(Kopalle and Lehmann, 2001).

Conceptual Framework
Statement of the Problem
This study aims to know the feedback or views of the customers who
already have enough experience in online shopping, to guide other customers
towards online shopping, to help the online business owners, and to provide
information to the netizens. Specifically, it attempts to answer the following
questions:
1. What is the profile of respondents in terms of:
1.1 Age;
1.2 Sex;
1.3 Marital Status;
1.4 Occupation;
1.5 Monthly Income; and
1.6 Online Shopping App?
2. What is the Customer Satisfaction Towards Online Shopping at Barangay
Moonwalk in terms of:
2.1 Product;
2.2 Service;
2.3 Price;
2.4 Expectation; and
2.5 Experience?
3. Is there a significant difference in Customer Satisfaction TowardsOnline
Shopping at Barangay Moonwalk in terms of product, service,price when
respondents are classified according to their profile?
4. What are the problems encountered by the respondents in onlineshopping?
5. Based on the result of study, what recommendation may be proposed?
Hypothesis
There is no significant difference in Customer Satisfaction Towards Online
Shopping when grouped according to their profile.
Scope and Limitations
This research will be conducted at the areas of Barangay Moonwalk. The
customers in barangay moonwalk will be the target respondents. The
researchers will gather the data through questionnaire or survey. This study will
only focus on the Customer Satisfaction Towards Online Shopping at Barangay
Moonwalk. This study aims to know how satisfied or dissatisfied the customers
with their online shopping experience.

Significance of the Study
This study is conducted to provide information regarding the Customer
Satisfaction towards Online Shopping. This research would be beneficial to the
persons which were involved in this study. They were the following:
The Department of Trade and Industry. This study will help them on
having a good picture on what is customer satisfaction and gain valuable
feedback from the customers.
The Business Owners. The Business Owners will receive trustworthy
and helpful information from this study, which will help them make decisions that
will effectively satisfy the demands and desires of their customers. They may use
these new concepts as the foundation for establishing marketing tactics to draw
in additional clients.
The Customers. Being the respondents of this study, the exercise of
responding to the survey will help online businesses to provide a quality service,
product and price by getting feedback or their opinions about what they expect to
receive or experience.
The Future Researchers. The findings of this study would provide
relevant information of any food and services oriented business and other
researchers on matters relevant to customer satisfaction.

Definition and Terms
The following terminologies were conceptually and/or operationally
defined for a better understanding of this research.
Customers - This may refer to a purchaser of goods or services in
business or online retail.
E-commerce - a term to describe all aspects of running a business online.
Experience - knowledge or skill in a particular activity
Expectation - the act or state of expecting or looking forward.
Online Shopping - activity or action of making online purchases of goods
or services.
Product - An item or service can be considered a product.
Purchase - the process of buying something.
Price - A value of a goods or service.
Service - The act of performance to satisfy need or to fulfil a demand.
Satisfaction - The act of pleasure or contentment that you feel in
something you desire.

CHAPTER 2
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter presents the related literature and studies after the thorough
and in-depth search done by the researchers. This Related Literature helped the
researchers have a better understanding and a wider perspective on the topic
gathered. This study is generally concentrating on the Customers Satisfaction
Towards Online Shopping at Barangay Moonwalk
Customer Satisfaction
In the study of Woo-Hyuk et al. (2019) When customers are happy,
whether with the product's quality or their overall experience, they are said to be
in a state of customer contentment.
Along with this, Franklin (2021) Customer satisfaction (CSAT) is a metric
for gauging how well a company's goods, services, and general customer
experience live up to expectations. By demonstrating how well your goods or
services are received by customers, it represents the health of your firm.
Customers are satisfied and business is growing when there is high customer
satisfaction. Low customer satisfaction ratings are also significant. They can
highlight client annoyances and offer data-supported insights on how to enhance
your offering in terms of both services and overall customer satisfaction.

A study conducted by Agnihotri et al. (2019) reported that customers'
willingness to spend more had a strong beneficial influence on customer
satisfaction. This demonstrates how efficiently meeting customers' demands will
encourage them to spend more money and make more frequent purchases.
Furthermore, Tseng (2019) Customer satisfaction is key to a business'
performance, and it's important to recognize the aspects that influence it. The
study of customer satisfaction is still ongoing, and academics and researchers
are working nonstop to look at the causes, effects, and ramifications of consumer
happiness.
Consequently, Chang et al. (2017) Good service efficiency is anticipated
to increase client involvement and relationships, which will increase customer
satisfaction.
In addition, Hill (2022) All small businesses strive to achieve high
customer satisfaction levels. Customers that are satisfied frequently become
devoted, repeat customers, which are incredibly significant assets for a company.
Serving an existing customer is far less expensive than trying to win over a new
one through advertising or direct mail.
Moreover, Panaitescu (2022) Customer satisfaction is a leading indicator
of consumer churn and aids in predicting future customer behaviour. Metrics on
customer satisfaction assist you in assessing the strength of your business and
its potential for long-term expansion. Successful organizations are aware of this,
which is why they make every effort to provide outstanding customer experiences
throughout every engagement, gather customer satisfaction feedback, and, most
importantly, act on this data. You may improve client experiences and change
behavior through pleasant encounters by tracking customer satisfaction. When it
comes to finding issues that you might have overlooked in the absence of direct
input from your current clientele, measuring customer satisfaction is a crucial
step.
Besides, Bramley (2017) Customer satisfaction should be regarded as an
essential element of every business since it gives marketers and company
owners a metric they can use to assess and enhance business performance from
the perspective of their target market. It is not only a good approach to predict
customer loyalty and repurchase intentions, but it is also a wonderful way to
predict whether or not they will remain loyal, long-term repeat customers, or even
advocates. On the other hand, it can also show the first indications that a client is
dissatisfied and might be about to leave. In light of all of this, client satisfaction
can give organizations vital information about what areas are working and where
they need to make improvements.
Also, according to Williams (2021) One of the key elements that boosts
profit and drives sales is customer satisfaction. A happy customer is more likely
to tell others about your goods. Consequently, the clientele and business have
grown organically. In addition to customer pleasure, all of your products need to
be priced competitively. For almost any firm to succeed over time, their clients
must be happy. Take a look at all the well-known and prosperous businesses.
Each one of them puts a lot of effort into satisfying their clients. Since it ultimately
aids in the operation of their business.
Lastly, According to Chambers (2022) Customer satisfaction has an effect
on the company's revenue as well as the team's morale and retention rate.
Customers that are happy will keep making purchases from you. Long-term
spending by loyal customers is higher, and maintaining their satisfaction is less
expensive than looking for new customers. The cost of acquiring that new
customer is six times more than the cost of keeping an existing one. Thrilled
clients will tell their contacts about you. Customer advocacy is an extremely
effective marketing strategy. According to estimates made by small firms, word
of-mouth generates 85% of their new business. The significance of client
happiness cannot be disputed. Having satisfied and devoted consumers leads to
more revenue and stronger bonds.
Product
In the study of Claessens (2021) Anything that may be sold to a market to
fulfil the requirements or desires of the consumer is considered a product.
As revealed by, Twin (2022) A product is an item (or goods) that a
company intends to sell to clients. The product should aim to fill a gap in the
market or satisfy consumer demand for more of an item that is already on the
market. Marketers must comprehend the product being offered, how it differs
from its rivals, whether it can be combined with another product or product line,
and whether there are any alternatives on the market before they can create an
effective campaign.
Along with, Leung (2022) There are two main categories of items in
business: business products and consumer products. A business product is one
that a business sells to another business, according to the definition of a
business product in marketing. Contrarily, consumer goods are items that are
sold to the buyer and are not afterwards processed and resold.
Moreover, Sarokin (2018) Products are what businesses sell to generate
revenue. Business items, in other words, are the things and services that people
wish to purchase in order to outfit their homes, operate their own enterprises,
sate their needs for supplies in their churches, schools, stadiums, and factories,
as well as to generally keep the world moving ahead.
In addition to this, Morgan (2019) Consumers who are satisfied with a
company's product or service will rate it higher in surveys than customers who
are dissatisfied with the company's performance. Additionally, customers who are
not pleased with a business are more vocal in their complaints of it. According to
client satisfaction and the quality of their items, many websites will rank various
businesses. The productivity, profitability, customer satisfaction, and public
perception of a company are all impacted by producing high-quality products.
The general operational costs of a corporation are also impacted by the product
quality. A corporation may remain strong across the board by concentrating on
quality.
Price
According to a study by Kamble (2022) Price is the value or money that
consumers forgo in exchange for a certain service that would meet their
requirements and desires. The value that a customer exchanges for an offering is
measured by its price. Offerings can be distributed among clients in the
marketplace utilizing prices as an economic mechanism.
However, Chan (2017) Customers receive a crucial message from price. A
price that is neither too expensive nor low conveys to the customer that the
product is of great quality and that their purchase is worthwhile.
A "fair" pricing plan not only increases consumer happiness, but it also
makes price increases simpler to implement when necessary. Customers
continue to believe they are purchasing a valuable product, and as a result, you
can keep your clientele while offsetting expenditures related to shipping,
purchasing equipment, or other overhead.
Along with, Milano (2019) Prices can affect your business in a variety of
ways. Your margins do not have to be maximized on every pricing you select.
Price is a common tool used by small firms to compete, alter market share, or
generate other revenue streams. You can more effectively determine price levels
if you understand how pricing impacts your business model as a whole, not just
your bottom line.
Also, Balle (2019) The price you decide to charge for a good or service
has a big impact on how the customer acts. Customers may buy more from you if
they think your price is less expensive than that of competitors. However, the
response can be unsatisfactory if the price you set is substantially more than
anticipated. In either scenario, a price change could have an unforeseen impact
on customer purchasing patterns.
Furthermore, Peacock (2022) Setting the appropriate prices for your
goods requires striking a balance. A cheaper price isn't always the best option
because the product could sell well yet not make any money. Every owner of a
small business needs to identify and create the best pricing plan for their unique
objectives. Retailers must take into account elements including manufacturing
costs, consumer trends, revenue targets, funding possibilities, and rival product
price. Even yet, pricing a new product or even an established product line
involves more than just numbers. That might be the part of the procedure that is
easiest to understand.
Moreover, Decker (2018) A pricing strategy is a plan or technique for
choosing the most competitive price for a good or service. It assists you in setting
prices while taking customer and market demand into account in order to
maximize profits and shareholder value. Numerous aspects of your organization,

including revenue targets, marketing goals, target market, brand positioning, and
product features are taken into account by pricing strategies. Additionally, they
are impacted by outside variables like market and economic changes,
competitive price, and consumer demand.
Also, Sadiq et al., (2020) The higher a product is cost, the fewer units are
sold, leading some to assume that pricing has a substantial impact on consumer
purchasing behavior. Contrarily, it is expected that goods selling forless than the
going rate will move more units.
According to Gartenstein (2017) Customers will pick a product with a
cheaper price over one with a higher price that they believe to be of same value.
By making your goods and services affordable and giving clients a reason to
select your goods over those of your rivals, charging a low price encourages
many customers to purchase your goods and services. Paying a fair price does
not always entail paying the least amount of money. If your product is of excellent
quality, you can decide to build your marketing plan around charging more than
comparable inferior goods while charging relatively less for such a high quality
item.
Lastly, Meckes (2018) The key to ensuring corporate success is effectively
managing price structures and levels. If you get it right, you will succeed. If you
make a mistake, your company could suffer long-term harm. Consider a price
investment as an investment in the future. Excellence in pricing extends much

beyond the cost of a single item. The price tag is ultimately determined by a
company's processes and culture, as well as its strategy, goals, and positioning.
It also involves governance, tools (software), and other factors.
Service
In the first place, Kotler (2020) ""A service is any action or advantage one
party can provide to another that is mostly intangible and does not result in the
ownership of anything. There may or may not be a connection between its
production and a tangible good.”
Second, Grant (2022) An interaction between a customer making
apurchase and a representative of the business selling it is referred to as
service.The majority of retailers believe that this one-on-one contact is essential
toensuring customer satisfaction and promoting repeat business.
As well as, Gautam (2017) Service is the process of providing
assistanceand guidance to clients before, during, and after they purchase a good
orservice in order to ensure client pleasure. At every stage of the
customerjourney, the focus must be on meeting and surpassing the needs of the
client.
Along with, Jain (2022) Services are those necessary and individually
identifiable intangible actions that satisfy customer needs. Services do not

necessarily have to be connected to the selling of a good or another type of
service. For instance, financial services, storage services, etc. Services
necessitate direct communication between the service provider and the
customer, which enables the supplier to adapt the service as needed to the
needs and preferences of the customer. Services are just intended to satisfy the
requirements and wants of the consumer; they do not include any manufacture or
production of commodities.
Additionally, Jashaliya (2022) The buyer's perception of an offering's worth
is mostly based on the services rendered to him rather than the things made
available. All intangible services offered to the customer fall under this category.
Restaurants and supermarkets are two examples of tangible services
wherecustomers receive both goods and services, and which fall under the
umbrellaof services marketing. The variety of services varies depending on how
tangible and intangible the offerings are to the user. Some offerings are obviously
services, such as watching a movie, visiting an art gallery, or attending a sporting
event.
As well as, Damen (2021)Customer service refers to the aid a business
offers its clients with a variety of concerns, such as refunds, exchanges, negative
experiences, product issues, and more.
Likewise, Sherman (2019) Customers care whether your company treats
them well, which highlights the significance of good customer service. Even if
your items are excellent and your pricing are low, 68% of clients will not buy from
you if your front-line staff is unfriendly or useless. You're considerably more likely
to get their repeat business if your customer service and products are top notch.
Customers want to feel appreciated for their business. You demonstrate this by
catering to their needs rather than just pushing the things you want to market, by
treating them with respect and decency, and by managing issues, complaints,
and inquiries in a way that leaves customers feeling satisfied.
Similarly, Trujillo (2022) Companies gain a lot of advantages when
customer service is given first priority, including more devoted clients, more
favorable evaluations, and more profits. That is why emphasizing customer
service is crucial. Investing in customer service is crucial because it may help
you build stronger relationships with your clients, which results in content clients
who stick with you and recommend you to others. Ecommerce teams go above
and above to solve a straightforward problem when they offer great customer
service. Additionally, they are impressing and genuinely happying their
customers. Customers who are pleased with your services post their experiences
on social media.
And, Nicasio (2021) In order to provide good customer service, you must
promptly, effectively, and pleasantly respond to your clients' demands. Customer
service will always rank highly among the things that influence how consumers
see your brand. Service to customers is more crucial than ever. Consumers now
have more options than ever before in the market where we operate. It makes a
tremendous difference in how you stand out from the competition and can turn
disinterested.
Then, Malloy (2019) Excellent customer service is no more a differentiator
that helps you stand out from the crowd in a good way, but rather a must that
keeps you ahead of the competition. Although it takes longer and is more harder
to develop a relationship with customers online than it does in physical stores,
doing so will pay off in the long run. Giving customers a wonderful online
experience helps to boost sales, foster brand loyalty, and keep customers
coming back, which, in turn, results in fewer problems or complaints and greater
satisfaction.
Experience
First, Bordeaux (2018) Experience is the overall perception of your brand
that consumers have at every stage of the purchasing process. Their perception
of your brand is affected, and it has an effect on revenue-related and other
bottom-line aspects. A satisfying customer experience enhances brand
advocacy,
Second, According to Turner (2017) “Experience is a subjective concept that
manifests in our awareness as a flow of perception that may be accompanied by
interpretations and emotional reactions.”
Third, Hendricks (2022) The customer experience is crucial to running a
successful business. The whole of a consumer's contacts with a company,

including in-person assistance, online purchases, and even social media
conversations, is the customer experience. A satisfied consumer contributes toa
positive customer experience. Customers are more likely to stay loyal and
promote your business to friends and family if they feel more confidence about
doing business with you.
Together with, Xu (2022) Customer experience refers to how customers
and potential customers perceive and engage with all of your company's
touchpoints. This extends past their dealings with your customer service
department or support staff. The total customer experience encompasses a
consumer's opinion of your brand, interactions with your digital touchpoints, and
entire customer lifecycle. Putting money into giving your customers a fantastic
experience is a certain method to promote brand loyalty, boost your revenue, and
even save unnecessary operating costs. Gather useful consumer information to
enhance your customers' journeys and provide satisfying user experiences.
Likewise, Keenan (2022), Customer experience management centers on
the online journey that visitors take after they find and land on your website or
product page, from the very beginning of the checkout process to the receipt of
the post-purchase confirmation email in their inbox. 73% of consumers say that
while making judgments about purchases, the customer experience is crucial. In
plain English, this means that over three-quarters of customers will probably
decide not to purchase from a store (online or offline) that provides a bad
experience.
Then, Ghleber (2021), In addition to being more acclimated to doing their
research and making purchases online, consumers are also becoming more
accustomed to offering feedback through social media and online product
evaluations. It is becoming increasingly obvious that customer experience is
more than just a buzzword; it is what might make or break a brand's online
presence and reputation. This is because more customers are writing about their
online buying experiences. That suggests companies need dedicated customer
service teams who keep an eye on the brands' online presence, new product
reviews, and customer emails in order to handle problems as they arise and
head off escalating crises.
Lastly, Bhasin (2019) The term "customer experience" refers to the
overall, long-term interactions that a customer has with a brand, whether they are
positive or negative. Good or negative customer experiences are possible. The
more satisfied a customer is, the more devoted they will be to the brand. As a
result, when developing a brand, the customer's experience when interacting with
the brand becomes crucial. Focusing on providing excellent customer service
opens the road for that company's economic growth. It leaves them with a
pleasant, grateful sensation in their hearts, which eventually promotes optimum
effectiveness and minimal friction. Keep a personal touch in your interactions,
and you'll see a big change in how your consumers behave. Customers that are
happy with your business will return and recommend you to their friends and
family.
Synthesis
A customer is a person or company who makes a purchase of goods or
services from another firm. Customers are important because they generate
revenue; without them, organizations would be unable to survive. All businesses
compete with one another for customers by aggressively marketing their goods,
cutting their pricing to increase their customer bases, or creating distinctive
goods and experiences that consumers adore.
Each company's main consideration is the customer. No business can
exist without clients. The likelihood that a business will have long-term,
sustainable success increases with the number of happy consumers.
Customer satisfaction is defined as a measurement that determines how
happy or not customers are with a company's products, services, and
capabilities. It indicates the achievement of the business organization in fulfil
customers’ needs, wants and demands.
We can derive the information of it through surveys, reviews and ratings. It is
really useful to help a company to improve or change their products and services
that satisfy customers. The customer satisfaction is important to the business
organization because it is the leading indicators of consumer repurchase
intentions and loyalty. It also keeps the company brand ahead of the competitors.
Other than that, the customer satisfaction can help to growth the business
because people tend to pay more for a better customer experience.

Customer satisfaction also can reduce negative word of mouth and
promotes customer retention. In a nutshell, satisfied customer is a sign of
successful business running. The company must prioritize the customer
satisfaction to gain profit and good reputation.
Customer satisfaction has always been the foundation of the company.
Customers are delighted when they are satisfied, and business is thriving. They
can identify consumer pain points and offer suggestions on how to enhance your
product, service, and customer experience. Marketers must understand what
product is being offered, how it differentiates itself, if the product may be matched
with a secondary product or product line, and whether replacement items are
available in the market.
Consumer products are those that are sold to customers and will not be
processed and resold. Business products are items and services that people
wish to purchase in order to equip their houses. As more customers write about
their online shopping experiences, it becomes clear that the quality of a brand's
customer service can make or break its reputation.
Overall, providing good products and services is important to keep the
customer satisfy. Customer satisfaction plays an important role as they help
business to run the business smoothly in a longer period of time.

Customer satisfaction in getting proper products and services will also
result organizations in getting a proper revenue and it can give the business an
opportunity to expand worldwide.
Throughout this study, the researchers wish to produce an answer to the
questions stated in the first chapter of this research. The researchers want to
know how satisfied customers are with their online shopping experiences. The
related literature and studies serve as a substantial foundation for this entire
study, as the study will rely on the following information gathered from some of
the literature and studies. The study shows how products, services, and the
overall customer experience meet customer expectations.

CHAPTER 3
RESEARCH METHODOLOGY
This chapter discusses the methods and procedures used in this research,
the procedure of how the research study is being investigated and the
instruments used to gather the data as well as the statistical treatment employed.
This includes research method used, respondents of the study, sampling
technique, research instrument, data gathering procedure, statistical treatment of
data and the arbitrary scale of value.
Research Method Used
The descriptive method was used in this study. Descriptive method aims
to accurately and systematically describe a population, situation or phenomenon.
It can answer what, where, when and how questions, but not why questions. A
descriptive research design can use a wide variety of research methods to
investigate one or more variables. Unlike in experimental research, the
researcher does not control or manipulate any of the variables, but only observes
and measures them (McCombes, 2019).
The survey method will be used to acquire information and data in this
study. Surveys are used as a method of gathering data in many different fields.
They are a good choice when you want to find out about the characteristics,
preferences, opinions, or beliefs of a group of people (McCombes, 2019).

Respondents of the Study
The respondents of the study will be the people of barangay moonwalk.
The respondents of the study involved about one hundred customers of online
shopping from the areas of barangay moonwalk.
Sampling Technique
Quota sampling was used to study the research variables. The selected
residents at Barangay Moonwalk are the population or sample of this study. It is
a non-probability to sampling technique wherein the researcher forms a sample
that involves individuals to represent the population based on specific traits or
qualities.
Instrumentation
The researcher-made questionnaire instruments were used to achieved
the main objective of the study. A self-administered questionnaire given to the
selected customer to assess the Customer Satisfaction Towards Online
Shopping. In addition, this also aims to evaluate the essence of customer
satisfaction to the respondents. The questionnaire was structured in such a way
that respondents will be able to answer easily.
The instrument is divided into three parts: the profile of the respondents,
the assessment of the respondents in customer satisfaction towards online
shopping and the problems encountered in online shopping.

Part 1 of the instrument required the profile variables such as age, sex,
occupation, marital status, monthly income and the online shopping app that they
use.
Part 2 of the instrument was a Likert format with a four-point response
scale. A Likert scale is a rating scale that requires the subject to indicate his or
her degree of agreement or disagreement to a statement.
In this type of questionnaire, the respondents were given four response
choices. These options served as the quantification of the participants’
agreement or disagreement on each question. The following are the designated
quantifications used in the questionnaire: 4. Highly Satisfied, 3. Satisfied, 2. Not
Satisfied, and 1. Highly Not Satisfied. This was used in determining if the
customers at Barangay Moonwalk are satisfied towards online shopping.
Part 3 of the instrument was the problems encountered of the customers
in online shopping. It also has a format of Likert Scale. However, before this type
of instrument was administered to the respondents, the items had been
undergone a validity and reliability test.
The research instrument is a researcher made instrument which is
submitted for validation. The researchers welcomed their suggestions and made
necessary revisions to make the said instrument valid. After validation, the
average weighted mean has been computed. After the validation through the
panel of experts, the researchers will conduct a survey with 3 sections.

Data Gathering Procedure
A permission letter prepared by the researcher and sent to the principal of
Arandia College to conduct a survey outside the Arandia College School, the
researchers wants to conduct a survey involving the residency of Barangay
Moonwalk Paranaque City, regards to the Customer Satisfaction Towards Online
Shopping.
After the acknowledgement of the school principal, the researchers set a
date of the survey for the residency of Barangay Moonwalk. The researchers
assured that the respondents are oriented on what the objectives of the survey
were and how they filled up the survey form.
Statistical Treatment of Data
The following statistical measures and treatments were used in gathering
the data.
Frequency Distribution (f). This tool was used to facilitate tallying and
counting of frequencies falling under each category. In addtion, the same was
used to measure the responses on the profile of customers at barangay
moonwalk.
Percentage (%). This tool was used to find out the part of the whole
respondents’ profile based on the frequency/tally gathered. The following formula
was used to determine the same based on the variables determined.

Where:
f = Frequency
N = Total Population
100 = constant
Weighted Mean (Wx). The weighed mean (WM) was used to determine
the average assessment on the customer satisfaction towards online shopping.
The weighted mean was computed using this formula:
Where:
WM = Weighted mean
WF = Total Weighted Frequency
N = Total Population
Analysis of Variance (ANOVA)
The one - way analysis of variable was used to determine whether
thereare any significant differences between the means of two or more
independent groups. It is a technique to compare the means of two or more
samples to determine whether any of those means are significantly different from
each other.
Table 1
Adjectival Rating
Option Scale Rating Verbal Interpretation Description
4 3.26 - 4.00 Highly Satisfied The respondents in

selected residents
of barangay
moonwalk are
highly satisfied
towards online
shopping.
The respondents in
selected residents
3 2.51 - 3.25 Satisfied of barangay
moonwalk are
satisfied towards
online shopping.
The respondents in
selected residents
2 1.76 - 2.50 Not Satisfied of barangay
moonwalk are not
satisfied towards
online shopping.
The respondents in
selected residents
1 1.00 - 1.75 Highly Not Satisfied of barangay
moonwalk are
highly not satisfied
towards online
shopping.
Table 2
Adjectival Rating
Option Scale Rating Verbal Interpretation Description
4 3.26 - 4.00 Always The respondents

response always in
customers
satisfaction towards
online shopping in
Barangay
Moonwalk.
The respondents
response
3 2.51 - 3.25 Sometimes sometimes in
customers
online shopping in
Barangay
Moonwalk.
The respondents
response seldom in
2 1.76 - 2.50 Seldom customers
online shopping in
Barangay
Moonwalk.
The respondents
response never in
1 1.00 - 1.75 Never customers
online shopping in
Barangay
Moonwalk.
Dear Respondents,
The researchers is undertaking a thesis called “ Customer Satisfaction
Towards Online Shopping at Barangay Moonwalk, Paranaque City: Basis
For Campaign Program” Your opinion on the study will tell us how content you
are with Online Shopping.
Your statements will of course be kept in confidence and only used for
internal purposes.
PART I.
Directions: Please fill in the questionnaire completely. Please mark
only one item per question.
Name: (Optional)
Age: 20-30 31-40 41-50 51 and above
Sex: Male Female
Marital Status: Single Married Widowed Widower Separated
Occupation: Employed in private service
Employed in public service
Self-employed
Unemployed
Monthly Income: below 10,000
10,001 to 20,000
20,001 to 30,000
30,001 to 40,000
40,001 to 50,000
50,000 above
Online Shopping App: ( most frequently used )
Shopee
Lazada
Facebook
TikTok
Shein
Others ( Please specify: __________ )

PART II.
Please asses the Customer Satisfaction Towards Online Shopping
in by putting a mark to the numerical corresponding to each question with
thefollowing equivalent:
4 - Highly Satisfied 2 - Not Satisfied
3 - Satisfied 1 - Highly Not Satisfied

A. Product 4 3 2 1
(HS) (S) (NS) (HNS)
1. Package Quality
2. Design & Function
3. Technical Properties
4. Product Quality
5. Overall Appraisal
4 3 2 1
B. Service
(HS) (S) (NS) (HNS)
1. Customer Support
2. Handling of Complaint
3. Response on messages/feedback
4. Speed of Service
5. Speed of Settlements
4 3 2 1
C. Price
(HS) (S) (NS) (HNS)
1. Enhances Discounts
2. Enables Voucher
3. Utilizes Promo
4. Affordability of the Product
5. Fairness of the Price
4 3 2 1
D. Expectation
(HS) (S) (NS) (HNS)
1. The performance of the product
2. The usefulness of the product
3. The comfortability of the product
4. .The Online shopping websites provide you
quality product as promised
5. The Online shopping websites perform the
right product
4 3 2 1
E. Experience
(HS) (S) (NS) (HNS)
1. Purchase experience
2. Usage Experience
3. Kindness of Seller
4. Product Experience
5. Overall Experience
PART III.
Please asses the following Problems Encountered in Online
Shopping by putting a mark to the numerical corresponding to each
question with the following equivalent:
4 - Always 2 - Seldom
3 – Sometimes 1 – Never
F. Problems Encountered by the Customersin 4 3 2 1

Online Shopping
(A) (S) (S) (N)
1. Wrong Product Delivery
2. Deliver of Damaged Product
3. Poor Packaging
4. Difficulties in E-Payment
5. Lack of Customer Service
6. Delay in Delivery
7. Unclear Website Policies
8. Additional Charges
9. Safety Issue
10. Missing or Unclear product’s information

CHAPTER 4
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA
This chapter presents; interprets and analyzes the results of the
statistical treatment of data gathered about the Customer Satisfaction Towards
Online Shopping at Barangay Moonwalk, Paranaque City: Basis For Campaign
Program.
The results of the survey in the targeted locale of this research were the
core of the researcher’s analysis and interpretations. The data gathered in the
process were tabulated, classified, summarized, and statistically tested. Tables
were prepared for to describe factual information used as bases for discussion.
Table 3
Respondents’ Profile in terms of Age
Age Frequency Percent
20-30 60 69.0
31-40 19 19.0
41-50 12 12.0
51 and above 9 9.0
Total 100 100.0

Table 3 illustrates the respondents’ ages. It indicates that that the majority
of customers in Barangay Moonwalk are between the ages of 20 and 30, with a
frequency of 60 or 60.0 percent. A good portion of the 19 is between the ages of
31 and 40. Then there are those aged 41 and 50 who have a frequency of 12 or
12.0 percent. 51 and above, on the other hand, received the lowest frequency
of 9 or 9.0 percent. This suggests that the majority of the customers are in their
early twenties.
Table 4
Respondents’ Profile in terms of Sex
Sex Frequency Percent
Male 45 45.0
Female 55 55.0
Total 100 100.0
Table 4 presents the distribution of the respondents in terms of sex.
Females have the highest frequency of 55 or 55.0 percent. Males, on the other
hand, had a frequency of 45 or 45.0 percent. This indicates that the women
comprise the majority of the respondents.

Table 5
Respondents’ Profile in terms of Marital Status
Marital Status Frequency Percent
Single 62 62.0
Married 35 35.0
Widowed 1 1.0
Widower 0 0
Separated 2 2.0
Total 100 100.0
Table 5 shows the respondents’ profile in terms of their marital status. With
a frequency of 62 or 62.0 percent, it shows that the majority of respondents are
single. Those with a frequency of 35 or 3.0 percent are married. Separated, on
the other hand, has a frequency of 2 or 2.0 percent. While, widowed received
the lowest frequency of 1 or 1.0 percent.

Table 6
Respondents’ Profile in terms of Occupation
Occupation Frequency Percent
Employed in Private 31 31.0

Service
Employed in Public 16 16.0

Service
Self-Employed 26 26.0
Unemployed 27 27.0
Total 100 100.0
Table 6 emphasizes respondents’ occupation. 31 or 31.0 percent of the
respondents are employed in private service. 27 or 27.0 percent is unemployed,
26 or 26.0 percent is self-employed, followed by 16 or 16.0 percent which are
employed in public service. Majority of respondents is a private employee.

Table 7
Respondents’ Profile in terms of Monthly Income
Monthly Income Frequency Percent
Below 10,000 68 68.0
10,001 to 20,000 21 21.0
20,001 to 30,000 6 6.0
30,001 to 40,000 2 2.0
40,001 to 50,000 0 0
51,000 and above 3 3.0
Total 100 100.0
Table 7 reveals the respondents’ monthly income. 68 or 68.0 percent of
the respondents earn a monthly income of below 10,000. 21 or 21 percent have
a monthly income of 10,001 to 20,000, 6 or 6.0 percent of them earns 20,001 to
30,000 and followed by 3 or 3.0 percent has a monthly income of 51,000 and
above. Only 2 or 2.0 percent earns 30,001 to 40,000.

Table 8
Respondents’ Profile in terms of Online Shopping App
Online Shopping Frequency Percent

App
Shopee 46 46.0
Lazada 21 22.0
Facebook 12 11.0
TikTok 12 12.0
Shein 7 8.0
Others 2 1.0
Total 100 100.0
Table 8 reveals the most frequently used online shopping app by the
respondents. With a frequency of 46 or 46.0 percent, it shows that the majority
of the respondents are using Shopee. Those with a frequency of 21 or 21.0
percent was using Lazada. TikTok has a frequency of 12 or 12.0 percent ,
followed by Facebook with a frequency of 12 or 12.0 percent. Shein has
frequency of 7 or 7.0 percent. Only 2 or 2.0 percent are using other app.
Table 9
Assessment on Customers Satisfaction Towards Online Shopping in terms
of Product
INDICATORS WEIGHTED VERBAL

MEAN INTERPRETATION
1. Package Quality 3.21 Satisfied
2. Design & Function 3.30 Highly Satisfied
3. Technical Properties 3.05 Satisfied
4. Product Quality 3.27 Highly Satisfied
5. Overall Appraisal 3.15 Satisfied
OVER-ALL MEAN 3.20 Satisfied
Legend: 3.26 - 4.00 Highly Satisfied 1.76 - 2.50 Not Satisfied
2.51 - 3.25 Satisfied 1.00 - 1.75 Highly Not Satisfied
Indicated in table 9 is the assessment on customers satisfaction towards
online shopping in terms of Product. It can be gleaned that the indicators that
have the highest weighted mean is the Design and Function which has the
weighted mean of 3.30 or Satisfied. Product Quality has the weighted mean of
3.27 or Satisfied, Package Quality has the weighted mean of 3.21 or Satisfied,
and Overall appraisal has a weighted mean of 3.15 or Satisfied. Whereas, the
indicator Technical Properties gathered the lowest weighted mean of 3.05 or
Satisfied respectively. The overall mean for the assessment on customer
satisfaction towards online shopping in terms of product is 3.18, indicating that
customers are Satisfied.

Table 10
of Service

MEAN INTERPRETATION
1. Customer Support 3.06 Satisfied
2. Handling of Complaint 2.91 Satisfied
3. Response on messages/feedback 2.93 Satisfied
4. Speed of Service 2.91 Satisfied
5. Speed of Settlements 2.94 Satisfied
Shown in table 10 is the assessment on customers satisfaction towards
online shopping in terms of Service. The indicator that have the highest
weighted mean is Customer Support which has the weighted mean of 3.06 or
Satisfied, followed by indicator Speed of Settlements with a weighted mean of
2.94 or Satisfied. Speed of Service with a weighted mean of 2.91 or Satisfied,
Handling of Complaint has a weighted mean of 2.91 or Satisfied. Response on
messages/feedback had a lowest weighted mean of 2.91 or Satisfied
respectively. The overall mean for the assessment on customer satisfaction
towards online shopping in terms of service is 2.95, suggesting that customers
are satisfied.
Table 11
of Price

MEAN INTERPRETATION
1. Enhances Discounts 2.97 Satisfied
2. Enables Voucher 3.02 Satisfied
3. Utilizes Promo 3.03 Satisfied
4. Affordability of the Product 3.22 Satisfied
5. Fairness of the Price 3.09 Satisfied
Displayed in table 11 is the assessment on customers satisfaction towards
online shopping in terms of Price. The indicator that have the highest weighted
mean is Affordability of the Product which has the weighted mean of 3.22 or
Satisfied, followed by indicator Fairness of the Price with a weighted mean of
3.09 or Satisfied. Utilizes Promo with a weighted mean of 3.03 or Satisfied and
Enables Voucher has a weighted mean of 3.02 or Satisfied. Meanwhile, the
indicator Enhances Discounts has a weighted mean of 2.97 or Satisfied. The
overall mean for the assessment on customer satisfaction towards online
shopping in terms of Price is 3.07, stating that customers are Satisfied.

Table 12
of Expectation

MEAN INTERPRETATION
1. The performance of the product 3.19 Satisfied
1. The usefulness of the product 3.22 Satisfied
2. The comfortability of the product 3.18 Satisfied
3. The Online Shopping websites 3.32 Highly Satisfied
provide you quality product as promised
4. The Online Shopping websites 3.30 Highly Satisfied
perform the right product
Illustrated in table 12 is the assessment on customers satisfaction towards
online shopping in terms of Expectation. The indicator that have the highest
weighted mean is The Online Shopping websites provide you quality product as
promised, which has the weighted mean of 3.32 or Highly Satisfied.The Online
Shopping websites perform the right product had the weighted mean of 3.30 or
Highly Satisfied.The usefulness of the product has a weighted mean of 3.22 or
Satisfied. The performance of the product has a weighted mean of 3.19 or
Satisfied. The comfortability of the product has a weighted mean of 3.18 or
Satisfied. Yet, the indicator The overall mean for the assessment on customer
satisfaction towards online shopping in terms of Expectation is 3.24 or Satisfied.

Table 13
of Experience

MEAN INTERPRETATION
1. Purchase Experience 3.31 Highly Satisfied
2. Usage Experience 3.18 Satisfied
3. Kindness of Seller 3.16 Satisfied
4. Product Experience 3.24 Satisfied
5. Overall Experience 3.25 Highly Satisfied
Seen through table 13 is the assessment on customers satisfaction
towards online shopping in terms of Experience. The indicators that have the
highest weighted mean is Purchase Experience with a weighted mean of 3.31
or Highly Satisfied, followed by indicator Overall Experience with a weighted
mean of 3.25 or Highly Satisfied. Product Experience has a weighted mean of
3.24 or Satisfied. Usage Experience has a weighted mean of 3.18 or Satisfied
and Kindness of Seller has a lowest weighted mean of 3.16 or Satisfied. The
overall mean for the assessment on customer satisfaction towards online
shopping in terms of Experience is 3.23, claiming that customers are satisfied.

Table 14
Assessment on the Problems Encountered towards Online Shopping
MEAN INTERPRETATION
1.Wrong Product Delivery 2.17 Seldom
2. Deliver of Damaged Product 2.24 Seldom
3. Poor Packaging 2.19 Seldom
4. Difficulties in E-Payment 2 Seldom
5. Lack of Customer Service 2.32 Seldom
6. Delay in Delivery 2.56 Sometimes
7. Unclear website Policies 2.35 Seldom
8. Additional Charges 2.22 Seldom
9. Safety Issue 2.17 Seldom
10. Missing or Unclear product’s 2.20 Seldom
information
OVER-ALL MEAN 2.24 Seldom
Legend: 3.26 - 4.00 Always 1.76 - 2.50 Seldom
2.51 - 3.25 Sometimes 1.00 - 1.75 Never
Illustrated in table 14 is the assessment on the Problems Encountered
towards Online Shopping. The indicator that have the highest weighted mean of
2.56 or Sometimes is Delay in Delivery. Unclear website Policies with a
weighted mean of 2.35 or Seldom. Unclear website Policies with a weighted
mean of 2.35 or Seldom. Lack of Customer Service with a weighted mean of
2.32 or Seldom. Deliver of Damaged Product with a weighted mean of 2.24 or
Seldom. Missing or Unclear product’s information with a weighted mean of 2.20
or Seldom. Poor Packaging with a weighted mean of 2.19 or Seldom. Wrong

Product Delivery with a weighted mean of 2.17 or Seldom. Safety Issue with a
weighted mean of 2.17 or Seldom. Difficulties in E-Payment with a weighted
mean of 2 or Seldom.
Table 15
Difference of the Respondents’ Assessment when grouped according to

their Age
Components F Sig. Value Decision Verbal

Interpretation
Product 0.423 0.737 Accept Not
Significant
Service 1.086 0.359 Accept Not
Significant
Price 1.256 0.294 Accept Not
Significant
Expectation 0.903 0.443 Accept Not
Significant
Experience 0.680 0.566 Accept Not
Significant
Legend: Comp. Sig <0.05 - Reject the Ho - Significant
Comp. Sig >0.05 -Accept the Ho - Not Significant
Table 15 illustrates the Difference of the Respondents’ Assessment when
grouped according to their Age. It shows that there is no significant difference in
the assessment and the age of the customers.

The ANOVA test shows (F value=0.423, sig. value=0.737) on Product,
(F value=1.086, sig. value=0.359) on Service, (F value=1.256, sig. value=0.294)
on Price, (F value= 0.903, sig. value= 0.443) on Expectation. Lastly,
(F value= 1.086, sig. value= 0.359) on Experience. Therefore, the null
hypothesis as accepted.
Table 16
Difference of the Respondent’s Assessment when grouped according to

their Sex

Interpretation
Significant
Significant
Significant
Significant
Significant
grouped according to their Sex. It shows that there is no significant difference in
the assessment and the sex of the customers.

The ANOVA test shows (F Value= 0.711 Sig. Value= 0.401) on Product,
(F Value= 0.010 Sig. Value= 0.919) on Service, (F Value= 0.147 Sig.
Value=0.702) on Price, (F Value= 0.258 Sig. Value= 0.613) on Expectation.
Lastly, (F Value= 1.198 Sig. Value= 0.276) on Experience. Therefore, the null
Table 17

their Marital Status

Interpretation
Significant
Significant
Significant
Significant
Significant
grouped according to their Marital Status. It shows that there is no significant
difference in the assessment and the marital status of the customers.

The ANOVA test shows (F Value= 0.486 Sig. Value= 0.693) on Product,
(F Value= 1.250 Sig. Value= 0.296) on Service, (F Value= 0.876 Sig.
Value=0.456) on Price, (F Value= 0.168 Sig. Value= 0.918) on Expectation.
Lastly, (F Value= 1.103 Sig. Value= 0.352) on Experience. Therefore, the null
Table 18

their Occupation

Interpretation
Significant
Significant
Significant
Significant
Significant
grouped according to their Occupation. It shows that there is no significant
difference in the assessment and the occupation of the customers.

The ANOVA test shows (F Value=0.314 Sig. Value=0.815) on Product,
(F Value= 0.961 Sig. Value=0.414) on Service, (F Value= 1.905 Sig.
Value=0.134) on Price, (F Value=0.021 Sig. Value=0.996) on Expectation.
Lastly, (F Value=0.665 Sig. Value=0.576) on Experience. Therefore, the null
Table 19

their Monthly Income

Interpretation
Significant
Significant
Significant
Significant
Significant
grouped according to their Monthly Income. It shows that there is no significant
difference in the assessment and the monthly income of the customers.

The ANOVA test shows (F value=3.257 sig. value=0.015) on Product,
(F value= 3.731 sig. value=0.007) on Service,(F value= 1.906 sig. value=0.116)
on Price, (F value=0.877 sig. value=0.481) on Expectation. Lastly,
(F value=0.546 sig. value=0.703) on Experience. Therefore, the null hypothesis
as accepted.
Table 20

their Online Shopping App

Interpretation
Significant
Significant
Significant
Significant
Significant
grouped according to their Online Shopping App. It shows that there is no
significant difference in the assessment and to the online shopping app of the
customers. Therefore, the null hypothesis as accepted.
The ANOVA test shows (F value=0.893 sig. value=0.489) on Product,
(F value=0.825 sig. value=0.535) on Service, (F value= 1.424 sig. Value=0.223)
on Price, (F value=2.119 sig. value=0.070) on Expectation. Lastly,
F value=2.447 sig. value=0.039) on Experience.

CHAPTER 5
SUMMARY, FINDINGS, CONCLUSIONS, AND
RECOMMENDATIONS
This chapter sums up all the findings of the study by giving emphasizing
the research conducted on the topic. It also comes out with the
recommendations of the researchers’ inference from the data gathered and
based on the findings sought on the statement of the problem presented in
Chapter 1.
SUMMARY
This section summarized the findings of the statement of the problem
stated in Chapter 1. This study assessed the Customers Satisfaction Towards
Online Shopping at Barangay Moonwalk, Paranaque City: Basis For Campaign
Program. Specifically, the research also answered the following problems: What
is the profile of respondents as to age, sex, marital status, occupation, monthly
income, and online shopping app? 2. What is the Customer Satisfaction Towards
Online Shopping in terms of: Product, Service, Price, Expectation and
Experience? 3. Is there a significant difference in Customer Satisfaction Towards
Online Shopping at Barangay Moonwalk in terms of product, service, price,
expectation and experience when respondents are classified according to their
profile? 4. What are the problems encountered by the respondents in online
shopping? 5. Based on the result of study, what recommendation may be

proposed? This study used descriptive method. This method involved the
collection of data in order to test the hypothesis and to answer question
concerning current status of the subject of the study. It is the most appropriate
with regards to the purpose of researchers, that is, to gather data in order to
answer for the specific questions raised as well as to test the hypothesis related
to the subject. This study used descriptive-survey method. It helped the
researchers to determine if two or more variables are associated with each other
by explaining their differences. In relation to the research, it was perceived
because it is the most appropriate with regards to the purpose of the research.
Thus, results of the survey were for practical purposes for customer satisfation
towards online shopping. The survey method will be seen as the most
appropriate design.
FINDINGS
Based on the order of specific questions in the statement of the problem,
the following was the findings of the study.
1. Profile of the Respondents
1.1 Age
The majority of the respondents, 60 or 60.0 percent, are between the ages
of 20 and 30. The age group 51 and above earned the lowest frequency of 9 or
9.0 percent.
1.2 Sex
Females have the highest frequency of 55 or 55.0%. Males, on the other

hand, had a frequency of 45 or 45.0%.
1.3 Marital Status
The majority of respondents are single, with a frequency of 62 or 62.0

percent. While, widowed received the lowest frequency of 1 or 1.0 percent.
1.4 Occupation
Majority of the respondents is a private employee, with a frequency of

31 or 31.0%. 16 or 16.0 percent are employed in public service.
1.5 Monthly Income
Majority of the respondents earn a monthly income of below 10,000, with a

frequency of 68 or 68.0 percent. Only 2 or 2.0% earns 30,001 to 40,000.
1.6 Online Shopping App
The majority of the respondents are using Shopee, with a frequency of 46
or 46.0 percent. While,2 or 2.0 percent are using other app.
2. Customer Satisfaction Towards Online Shopping at Barangay

Moonwalk
2.1 Product
In terms of Product, the indicators that have the highest weighted mean is
the “Design and Function” which has the weighted mean of 3.30 or “Satisfied”.
2.2 Service
In terms of Service, the indicators that have the highest weighted mean is
the “Customer Support” which has the weighted mean of 3.06 or “Satisfied”.
2.3 Price
In terms of Service, the indicators that have the highest weighted mean is
the “Affordability of the Product” which has the weighted mean of 3.22 or
“Satisfied”.
2.4 Expectation
In terms of Expectation, the indicators that have the highest weighted
mean is the “The Online Shopping websites provide you quality product as
promise”, which has the weighted mean of 3.32 or “Highly Satisfied”.
2.5 Experience
In terms of Experience, the indicators that have the highest weighted
mean is the “Purchase Experience” with a weighted mean of 3.31 or “Highly
Satisfied”,
3. Significant Difference in the Assessment of Customer Satisfaction
Towards Online Shopping when grouped according to their profile
3.1 Difference of the Respondents’ Assessment when grouped

according to their Age
There is no significant difference in the assessment of respondents when

grouped to their age which means the null hypothesis has been accepted.

according to their Sex

grouped to their sex which means the null hypothesis has been accepted.
according to their Marital Status

grouped to their marital status which means the null hypothesis has been
accepted.

according to their Occupation

grouped to their occupation which means the null hypothesis has been
accepted.

according to their Monthly Income

grouped to their monthly income which means the null hypothesis has been
accepted.

according to their Online Shopping App

grouped to their online shopping app which means the null hypothesis has been
accepted.
4. Problems Encountered in Online Shopping
In addition to this, here is the assessment of the respondents on the

problems encountered in online shopping. It appears that the indicator that have
the highest weighted mean of 2.56 or “Sometimes” is “Delay in Delivery”. The
indicator “Difficulties in E-Payment” has a lowest a weighted mean of 2 or
“Seldom”.
CONCLUSIONS
The following conclusions were drawn based on the findings of this study:
1. Majority of the respondents are between the ages of 20-30.
2. Female make up the majority of as being the customers towards online

shopping.
3. Most of the respondents are single and half of them are married. While, some
of them are widowed and separated.
4. While some respondents are employed in private service, half of them is

unemployed and self-employed. And some of them are employed in public
service.
5. Majority of the respondents has a monthly income below 10,000.
6. Majority of the respondents are using Shopee to shop online. Some of them
are using Lazada, Facebook, TikTok and Shein.
7. The overall assessment of the respondents in the customer satisfaction

towards online shopping in terms of product is verbally interpreted as
“Satisfied”.

towards online shopping in terms of service is verbally interpreted as “Satisfied”.
towards online shopping in terms of price is verbally interpreted as “Satisfied”.
towards online shopping in terms of expectation is verbally interpreted as
“Satisfied”.
towards online shopping in terms of experience is verbally interpreted as
“Satisfied”.
12. The researcher also found out that there is no significant difference in
Customer Satisfaction Towards Online Shopping when grouped according to
their profile. Therefore, the null hypothesis is accepted.
13. The problems encountered by the students with their online shopping is
verbally interpreted as “Seldom”.
RECOMMENDATIONS
1. The Department of Trade and Industry should provide protection to
consumers through consumer education and information dissemination
programs.
2. The Business Owners must need to understand their customer expectations
and demands as it will help their business to make the strategies accordingly.
3. The Customers should always express their genuine opinions and concerns
so other customers can make their own decisions.
4. The Future Researchers should add other relevant information about
customer satisfaction towards online shopping.

APPENDICES
ACCEPTANCE FORM
AND
PERMISSION LETTER
THESIS ADVISER ACCEPTANCE FORM
Date : November 13, 2022
Academic Year : 2022 - 2023
Semester : First
This is to attest that, I Gian Joseph Gonzales have agreed and accepted
to be the thesis adviser of Grade 12 – Sincerity (Group 3), under the program of
Research in Daily Life 2 titled, “Customers Satisfaction Towards Online
Shopping at Barangay Moonwalk, Paranaque City: Basis For Campaign
Program”
Furthermore, I agree to set the schedule for advising and consultation to
help my advisee and ensure the success of the research paper.
Conformed,
Gian Joseph Gonzales

Research Adviser
LETTER TO THE SCHOOL PRINCIPAL
NOVEMBER 29, 2022
Ms. Violeta D. Batino

Arandia College, Inc. Main
Dear Ma’am
Greetings!
The group 3 of Grade 12- Sincerity Senior High School students of
Arandia College Inc. Our group is conducting a survey in line with our research
study entitled “Customers Satisfaction Towards Online Shopping at
Barangay Moonwalk, Paranaque City: Basis for Campaign Program”
In this regard, we respectfully request your permission to conduct our

survey in the residents of barangay moonwalk. Rest assured that the data
gathered will remain confidential and for academic purposes only. We are
hoping that this request will merit your favorable approval.
Thank you very much and and God bless.
Sincerely us,
Alvior, Anna Fe S. Sangalang, Harold C.

Cortez, Jenny May I. Vasquez, Eloeiza J.
Marcelo, Loise Harvey G. Galvez, Geoffrey L.
Pullon, Trisha B. Galvez, Geoffrey L.
Approved by:
Dr. Violeta D. Batino
School Principal
Dr. Yolanda DC. Arandia
President/CEO
CURRICULUM
VITAE
REFERENCES
Alaina F. (2021) What is customer satisfaction? Definition + importance
https://www.zendesk.com/blog/3-steps-achieving-customer-satisfaction-loyalty/
Agnihotri, R., Yang, Z. and Briggs, E. (2019), “Salesperson time perspectives
and customer willingness to pay more: roles of intra organizational employee
navigation, customer satisfaction, and firm innovation climate”
https://doi.org/10.1080/08853134.2018.1562352
Alexandra T. (2022) Marketing in Business: Strategies and Types Explained
https://www.investopedia.com/terms/m/marketing.asp
Allie D. (2018) The Ultimate Guide to Pricing Strategies
https://blog.hubspot.com/sales/pricing-strategy#pricingstrategy
Audrey X. (2022) What Is Customer Experience? Definition, Examples, & Tools
https://amplitude.com/blog/customer-experience-definition
Alon G. (2021) Council Customer Experience Is Key As Consumers
https://www.forbes.com/sites/forbescommunicationscouncil/2021/08/03/custom
er-experience-is-key-as-consumers-share-more-online-reviews/
Alexandra P. (2022) Customer Satisfaction: Benefits, Examples & Importance
https://www.omniconvert.com/blog/customer-satisfaction/
Anderson, W. E. and Sullivan, W. M., 1993. The Antecedents and

Consequences of Customer Satisfaction for Firms. Marketing Science,
12(2),pp.125-143.
Brian H. (2022) The Most Important Ways to Achieve Customer Satisfaction

https://smallbusiness.chron.com/important-ways-achieve-customer-satisfaction
81379.html
Beth H. (2022) What is Positive Customer Experience? - Statistics & Examples
https://study.com/academy/lesson/what-is-positive-customer-experience
statistics-examples
Ben B. (2017) The Importance of Customer Satisfaction
https://www.thoughtshift.co.uk/the-importance-of-customer-satisfaction/
Chang M., Jang H.-B., Li Y.-M., Kim D. (2017). The relationship between the
efficiency, service quality and customer satisfaction for state-owned commercial
banks https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8962199/
Dennis V. (2022) What Are The E-Commerce Laws In The Philippines?
https://prosperna.com/what-are-ecommerce-laws-philippines
David S. (2018) Examples of Business Products
https://smallbusiness.chron.com/differences-between-merchandising-company
manufacturing-company-21423.html
Devra G. (2017) Why Is a Pricing Strategy Important to the Success of Your
Business?
https://bizfluent.com/info-7861891-pricing-strategy-important-success
business.html
Dr. Rainer M. (2018) The Importance of Pricing
https://www.simon-kucher.com/en/blog/the-importance-of-pricing
Erika T. (2022) Why Customer Service is Important: 10 Reasons to Prioritize It

https://www.groovehq.com/blog/importance-customer-service
Fornell, C., Johnson, D.M., Anderson, W. E., Cha, J. & Bryant, E B. The
American Customer Satisfaction Index: Nature, purpose, and findings, Journal

of Marketing; 1996. http://triton.nfh.uit.no/dok/fornell-1996.pdf.
Fraser S. (2019) Why Is Quality in Customer Service Important?
https://bizfluent.com/about-5437915-quality-customer-service-important.html
Francesca N. (2021) 13 Examples of Good Customer Service in Retail (and

How to Apply Them to Your Stores)
Hansemark, O. C. & Albinson, M., (2004), Customer Satisfaction and Retention:
The Experiences of Individual Employees, Managing Service Quality
1https://www.van-haaften.nl/customer-satisfaction/customer-satisfaction
models/84-customer-satisfaction
Hitesh B. (2019) Customer Experience – Concept, Examples and Strategy
https://www.marketing91.com/customer-experience/
June L. (2022) Business Products & Marketing: What is a Product in Business?
https://study.com/learn/lesson/business-products-marketing.html
Jashaliya (2022) Service https://www.economicsdiscussion.net/marketing
2/service/service/32466
Jason B. (2018) What Is Customer Experience? (And Why It's So Important)
https://blog.hubspot.com/service/what-is-customer-experience#what-is-
customerexperience
Kotler, P. (2000) Marketing Management https://www.van-haaften.nl/customer

satisfaction/customer-satisfaction-models/84-customer-satisfaction
Kopalle, K. P. and Lehmann, R. D., 2001. Strategic Management of
Expectations: The Role of Disconfirmation Sensitivity and Perfectionism.

Journal of Marketing Research, 38(3), pp. 386-394.
Kim, W. H., Cho, J. L., & Kim, K. S. (2019). The relationships of wine promotion,
customer satisfaction, and behavioral intention: The moderating roles of
customers’ gender and age. https://doi.org/10.1016/j.jhtm.2019.03.001
Louise B. (2019) The Effect of Price on Consumer Buying Behavior
https://bizfluent.com/how-8086496-calculate-50-margin.html
Lindsey P. (2022) 14 Product Pricing Strategies for Retail
https://www.shopify.com/blog/pricing-strategies
Maximilian C. (2021) Marketing-Insider
https://marketing-insider.eu/what-is-a-product/
Melanie C. (2017) How Your Pricing Strategy Affects Customer Satisfaction

https://www.unleashedsoftware.com/blog/pricing-strategy-affects-
customersatisfaction
Mitchell G. (2022) What Is Customer Service, and What Makes It Excellent?
https://www.investopedia.com/terms/c/customer
service.asp#:~:text=Customer%20service%20is%20the%20direct,satisfaction%
20and%20encouraging%20repeat%20business.
Michael K. (2022) Building a Memorable Ecommerce Customer Experience
https://www.shopify.com/enterprise/ecommerce-customer-experience
Nitish G. (2017) The Art of Customer Service: A Beginner's Guide to
Understanding Customer Service https://www.ameyo.com/blog/the-art-of
customer-service-a-beginners-guide-to-understanding-customer-service/
Nupur J. (2022) Nature and Types of Services
https://www.geeksforgeeks.org/nature-and-types-of
services/#:~:text=Intangibility%3A%20Services%20are%20intangible%20in,give
s%20rise%20to%20the%20purchase.
Oliver, R. L., 1980. A Cognitive Model of the Antecedents and Consequences of
Satisfaction Decisions. Journal of Marketing Research, 17 (4), pp.460-69.
Oliver, R. L., 1997. Satisfaction: A Behavioral Perspective on the Consumer.
New York: McGraw-Hill
Philip K. (2020) The essential components of service management
https://blog.softexpert.com/en/servicemanagement/#:~:text=According%20to%2
0Philip%20Kotler%2C%20%E2%80%9CService,result%20in%20ownership%2
0of%20anything.
Quinn M. (2019) How Important is Customer Service in E-commerce?
https://www.cloudtalk.io/blog/how-important-is-customer-service-in-e-
commerce/
Richard M. (2019) What Are the Four Ways in Which Quality Can Affect a
Company? https://smallbusiness.chron.com/four-ways-quality-can-affect
company-21930.html
Sarah C. (2020) The Importance of Customer Satisfaction
https://www.nicereply.com/blog/importance-of-customer-satisfaction/
Siddhi K. (2022) What Is Price? – Meaning & Function
https://www.feedough.com/what-is-price-meaning-function/
Steve M. (2019) Importance of Pricing in Business
https://smallbusiness.chron.com/importance-pricing-business-57904.html
Sadiq, W., Abdullah, I., Aslam, K., and Zulfiqar, S. (2020). Engagement
marketing: the innovative perspective to enhance the viewer’s loyalty in social
media and blogging e-commerce websites.
https://www.frontiersin.org/articles/10.3389/fpsyg.2021.720151/full#:~:text=It%2
0is%20believed%20that%20pricing,et%20al.%2C%202020).
Sara W. (2021) Customer Satisfaction – An Ultimate Guide on Its Importance
and Benefits https://www.notifyvisitors.com/pb/blog/customer-satisfaction
Shona M. (2019) Descriptive Research | Definition, Types, Methods &

Examples https://-www.scribbr.com/-methodology/-descriptive-research/
Shona M. (2019) Survey Research | Definition, Examples & Methods
https://-www.scribbr.com/-methodology/-survey-research/
Tseng (2019)How customer orientation leads to customer satisfaction:

mediating mechanisms of service workers’ etiquette and creativity
https://ideas.repec.org/a/ids/ijbsre/v1y2007i3p280-301.html

Defense

Uploaded by

Document Information

Original Description:

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

Defense

Uploaded by

Copyright:

Available Formats

ARANDIA COLLEGE, INC.

Customers Satisfaction Towards Online Shopping

at Barangay Moonwalk, Paranaque City: Basis

For Campaign Program

A research presented to the Senior High School Department of

Arandia College, Inc.

Submitted in partial fulfillment of the Senior High School

Requirements for the Research in Daily Life 2

Bautista, Kurt L. Pullon, Trisha B.

Cortez, Jenny May I. Sangalang, Harold C.

Galvez, Geoffrey L. Vasquez, Eloeiza J.

Accountancy, Business, and Management – Academic Track

THE PROBLEM AND ITS BACKGROUND

electronically by consumers and from company to company through

computerized business transactions.

convenience it provides, the availability of a large range of products on a single

some disadvantages. Not every internet shopper is content with their

prices, by undertaking programs that support informed and vigilant consumers

and cooperative and self-policing businesses.

consumers knowing their rights and responsibilities for protection against

dishonest traders and defective products, and entrepreneurs.

Kotler (2000) defined satisfaction as: “a person’s feelings of pleasure or

disappointment resulting from comparing a product’s perceived performance (or

outcome) in relation to his or her expectations”.

A study by Zeithaml and Bitner (2003) satisfaction evaluate by the

expectations and needs. Researcher indicated that profitability of a firm is

depending on the customer satisfaction (Zeithaml, 2000).

According to Hansemark and Albinsson (2004), “satisfaction is an overall

customer attitude towards a service provider, or an emotional reaction to the

the fulfillment of some need, goal or desire”.

In its simplest form, customer satisfaction refers to the assessment a

regarding the purchase and usage of particular goods and services.

Customer satisfaction plays a vital role in success of every business

organization whether it is meant for a product or a service. A good marketer

continuously satisfying consumer needs in better way. Customers should be

Avoiding dissatisfied customers and raising the customer satisfaction

customer service. Customer satisfaction is important because it shows whether

The purpose of this study is to seek customer satisfaction and gain a

better understanding of and their expectations. A proper understanding of your

to improve its products and services.

Figure 1: Expectancy-Disconfirmation Theory

Richard Oliver (1980)

According to Expectation theory (also commonly known as Expectancy

Disconfirmation Theory) is the most widely accepted theory concerning customer

satisfaction processes. The theory holds that satisfaction/dissatisfaction results

from a customer's comparison of performance (of a product or service) with

predetermined standards of performance. It came from a subject of study for

antecedents of satisfaction (Anderson and Sullivan,1993). The standard

approach to study the satisfaction involves comparison of prior expectations with

observed performance. Thus in this theory, the customer’s perception of overall

satisfaction results from a comparison between expectation and outcome

variables which can influence the judgment of satisfaction measure. Because

customers’ satisfaction is one of the crucial factor to predict the customer

purchase tendency. To investigate satisfaction toward the products is also a main

topic in customer behavior research. Based on expectation disconfirmation

theory, a firm can increase satisfaction by increasing perceived product

performance or decreasing expectations.

In the process of satisfaction judgments, first buyers may experience

expectations of the specific product or service prior to purchase. Second,

consumption reveals a perceive performance level of product which is influence

by expectations if the difference between actual performance and expectations is

perceived as being small.

Hence, perceived performance may increase or decrease directly with