Chapter 1

Introduction

In marketing, the word “customer satisfaction” is often used. Customer

satisfaction is a term used for determining how likely the customers are enjoying the
company’s products or services. Customers define quality in a whole quality context. As
a result, customers happiness must take precedence. Producing high-quality products
and services that satisfy customer expectations leads to customer happiness. Product
quality is crucial since it has an impact on the company’s success and helps to develop
its reputation in the marketplace. When businesses can consistently provide high-quality
products that match customer standards, they can reduce production costs, boost
investment returns, and increase revenue.
But the quality of the product is not the only basis on how to satisfy the
customers, a good customer service is also a must to achieve a very satisfied
customers.

Before purchasing a specific product, the customer check’s its quality first. When
a product is good, even if the price is expensive, customers always come back. A high-
quality product inspires unwavering consumer loyalty, which leads to more leads.
Producing a high quality local product will make the customers go back to one online
shop, again and again, and it can even result in recommending that one particular store
in their friends or colleague. High quality product and a very responsive seller will add to
the satisfaction of the customers towards one online shop.

In the era of globalization, internet usage has grown tremendously. Due to the
rapid growth of the internet, the emergence of online shopping came that allows the
customers to search, select and purchase the products, services and information
remotely over the Internet. Today’s teens are avid online buyers, and known for being
volatile in their buying behavior, teenagers are now attracting brands and distributors.
And with the growing competition of many business in our lives, customers will find a
company that can satisfy their needs.

Customers who find a product they like return, make repeat purchases, and
suggest it to others. Customer satisfaction is an indicator that reflects how effectively a
business’s products meet the needs of its customers. So improving the product quality
is one of the things that a entrepreneur or businessman should focus. Satisfying the
customer is what all people who have business wants. If the quality of the product did
not passed to satisfy the customer, that only means that there is something missing the
product.

According to Kotler and Armstrong (2012), customer satisfaction is the

measurement to which a standard of quality of product meets the expectation of
customers. Product quality, on the other hand, according to Kotler and Armstrong
(2012), is an element of a product or service that affects its capabilities to serve
stipulated customer needs. It’s crucial to highlight that the product’s quality is assessed
from the customer’s perspective, rather than from the company’s, the customer will
decide if they are satisfied with the quality of the product they received. It also brought
up two crucial elements that influence product quality, namely the expected product
quality and the perceived product quality. In more detail, if the perceived product quality
meets the customers’ expectations, the customer will consider the product to be of good
quality.

The purpose of this research is to determine the level of satisfaction towards

online shopping and identify the factors that affecting their customer satisfaction. And
since we are still under the pandemic caused by Covid-19, we still can’t just go out
because there are still a lot of rules and protocols to adhere to. And for this reason, the
percentage of people who shop online has increased. This study will also give
information and awareness to those people who are planning to open an online shop in
determining how to satisfy their potential consumers, as well as those who currently
have an online shop in determining what more they can do to increase customer
satisfaction with their product. This will also enlighten the customers on how they will
choose their product when doing an online shopping so that their money won’t go to
waste.

Statement of the Problem

The aim of this study is to find out the level of satisfaction of San Luis Academy’s
Senior High School towards online shopping. The research aimed to address the
following questions in particular:
1) To what extent does the quality of product contribute to customer satisfaction in
terms of:
1.1 Packaging ; and
1.2 Durability
2) For how many percent does service of an online shop affects the customer
satisfaction terms of:
2.1 Response customer service ; and
2.2 Fast Delivery
3) What is your overall satisfaction in doing an online shopping?
4) How likely or unlikely are you to buy again from an online shop?
5) How likely or unlikely would you be to recommend to shop online to a friend or
colleague?

Scope and Delimitation

The main focus of this study is to find out the percentage contribute by product
quality on customer satisfaction.

Through this research, entrepreneurs and businessmen, especially the people

who have an online shop, would be aware on how many percent does a product quality
contribute to customer satisfaction in terms of to what extent does the quality of product
contribute to customer satisfaction in terms of: packaging and durability, as well as For
how many percent does service of an online shop affects the customer satisfaction
terms of: response of customer service and fast delivery. Also, with the help of this
entrepreneurs and businessmen will be aware of overall satisfaction of customers to
online shopping and how likely or unlikely the customers buy again from an online shop
and recommend it to their friend or colleague.

This study will also find out on how they will make their product that can satisfy
their customers. As this study provide insights that may serve as a guide to open doors
of improvement to customer satisfaction to build efficient point of view and would help
them to formulate strategy on the best way to appeal to their customers.

The researchers have focused their study on the most important aspects of the
chosen topic. The location and participants of the study were chosen in accordance with
the pandemic’s established safety guidelines. Furthermore, these boundaries are
established to assist researchers in narrowing their target area while also strengthening
the validity and specificity of the study. Additionally, issues such as resources and
availability of information, as well as student preferences, are considered.

The method that will be used in this study is quantitative research method and in
order to obtain information, a survey will be conducted.

It delimits that the study may not be generalized to other populations or youth in
the district of San Luis. Only the San Luis Academy’s Senior High School will be
participated.

After finishing the study, the participants will be given a leaflet that contains about
the advantage and disadvantage of online shopping and how can they make sure that
the product they want online has a good quality

Significance of the Study

This study will be undertaken to find out the level of satisfaction of San Luis
Academy’s Senior High School towards online shopping. Through this research the
people who have an online shop or is planning to open an online shop would be aware
on how customers gets satisfied when doing an online shopping and what attribution
they are finding on the product that they wanted go buy. This research aims to provide
crucial information and knowledge and the findings of this study will benefit:

Students, it will bring awareness to students to properly chose a product so that

they will not get scammed and their money won’t go to waste.
 Community, as they will gain deeper understanding about this topic.

Entrepreneurs and Businessman, It would help them formulate strategy on the

best way to appeal to customers.

Future Researcher. This study will give researchers with information that will aid
them address customer satisfaction with online shopping.