Republic of the Philippines

Bohol Island State

University Main Campus
North Avenue, Tagbilaran City, 6300 Bohol

Vision: A premier Science and Technology university for the formation of world class and virtuous human resource for sustainable
development in Bohol and the Country.
Mission: BISU is committed to provide quality higher education in the arts and sciences, as well as in the professional and technological fields;
undertake research and development and extension services for the sustainable development of Bohol and the country.

Name: Julianne Mae S. Lectana Date: October 20, 223

Course, Year and Section: BSOA 3 - B OAP6 Inferential Statistics : Midterm Project

College of Business and Management

LEVEL OF CUSTOMER SATISFACTION ON TRADITIONAL AND
ONLINE- SHOPPING IN TAGBILARAN CITY (Summary)

Researchers:
Joy V. Retaga
Joyce P. Monton
Charmaine Ella Nunez
Ma. Lea Gen J. Banta-as
Mikee Claire R. Suaybaguio

April 2022

Introduction

This study aimed to assess customer satisfaction levels in Tagbilaran City, focusing on traditional and online
shopping. The research involved 383 respondents from 15 barangays, with a sample size of
383. The results showed a significant difference between traditional and online shopping, with more women,
Generation Z, single, and lower-class consumers. The study concluded that online shopping provides more
satisfaction than traditional shopping, suggesting that entrepreneurs should utilize social media for promotion
and advertisement. The demographic profile of respondents also influenced the results, with a majority of
consumers being single and from the lower class.

Research Question/Statement of the Problem

The research aims to determine the level of customer satisfaction in traditional and online shopping in
Tagbilaran City. It includes questions about the respondents’ profiles and their satisfaction in cognitive,
affective, and behavioral aspects for both shopping methods.
The main research question is to investigate whether there is a significant difference in customer satisfaction
between traditional and online shopping.
Data Collection Methods

 The researchers used a descriptive survey with questionnaires employing Likert scales to collect data.
 The study was conducted in Tagbilaran City, Bohol, Philippines, and employed purposive sampling
 To select participants who had experience with both online and traditional shopping.

Key Findings

 Profiles of respondents, including gender, age, social class, and civil status, were analyzed.
 Levels of satisfaction were assessed for online and traditional shopping, covering cognitive,
affective, and behavioral elements.
 The study found a significant difference in the level of customer satisfaction between traditional and
online shopping, with online shopping having higher satisfaction levels.

Null Hypothesis

H0: There is no significant difference in the level of customer satisfaction on Traditional and Online Shopping.

Alternative Hypothesis

H1: There is a significant difference in the level of customer satisfaction on Traditional and Online Shopping.

Evaluation of Hypotheses
The null and alternative hypotheses are clearly stated. The null hypothesis suggests that there is no significant
difference between traditional and online shopping satisfaction, while the alternative hypothesis suggests the
opposite. These hypotheses are appropriate for the research question, as they directly address the main objective
of the study, which is to compare customer satisfaction between the two shopping methods.

Statistical Methods

The research study employs the following statistical methods and techniques:

Descriptive Survey: The study uses a descriptive survey design to collect data through questionnaires with
Likert Scale responses. This design allows the researchers to describe and analyze the level of customer
satisfaction.

Questionnaires: Data is collected using questionnaires with Likert Scale responses. This format enables the
quantification of responses and assessment of satisfaction levels in cognitive, affective, and behavioral aspects.

Weighted Mean: The researchers use the weighted mean to calculate the average satisfaction levels in different
aspects for both online and traditional shopping. This statistical measure helps summarize the data based on
respondents’ ratings.

T-Test: The T-test is used to compare the levels of customer satisfaction between traditional and online
shopping. It helps assess whether there is a significant difference in satisfaction.
Results

The findings of the study indicate several key points:

Profile of the Respondents: The study presents the demographic profile of the respondents, including gender,
age, social class, and civil status. This information helps to understand the characteristics of the sample
population.

Levels of Satisfaction:
Cognitive Element: Traditional shopping scored higher (3.90) in cognitive satisfaction compared to online
shopping (3.70). This suggests that traditional shopping is perceived as offering more durable and feature-rich
products.

Affective Element: Online shopping (3.88) received a higher satisfaction score in the affective aspect,
indicating better communication, service quality, and kindness from online sellers compared to traditional stores
(3.42).

Behavioral Element: Online shopping (3.94) also scored higher in the behavioral aspect, indicating that
customers are more likely to repurchase through online stores. In contrast, traditional stores scored 3.68.

Difference in Satisfaction: The study concludes that there is a significant difference in the level of customer
satisfaction between traditional and online shopping, supporting the null hypothesis that there is no significant
difference.

The study suggests that online shopping is more satisfying to customers, particularly in terms of affective and
behavioral satisfaction, while traditional shopping is preferred for cognitive satisfaction.

Limitations of the research study

The research has some limitations and potential sources of bias:

Sampling Method: The use of purposive sampling may introduce bias as it involves selecting participants
based on specific criteria. The results may not be representative of the entire population.

Self-Reported Data: The study relies on self-reported data from respondents, which can be subject to social
desirability bias, as participants may provide answers they think are expected.

External Validity: The study focuses on Tagbilaran City, Bohol, Philippines, which limits the generalizability
of findings to a broader context.

Practical Implications

The research provides recommendations for customers, entrepreneurs, the government, and online and
traditional store sellers. It suggests that businesses should be attentive to customer needs, improve service
quality, and adjust pricing strategies to enhance customer satisfaction. The findings may impact the business
industry and encourage entrepreneurs to adapt to changing trends.
Overall, the research is a useful exploration of customer satisfaction in different shopping environments, but
further details on methodology, limitations, and potential biases would enhance its reliability and applicability.