Customer’s Perspective to Online Products: It’s Impact to Brand

Engagement as perceived by Senior High School Learners

A Practical Research
Presented to the faculty of the High School Department of
Cronasia Foundation College, Inc.
General Santos City

In Partial Fulfillment of the Requirements for the

SENIOR HIGH SCHOOL GRADE 11 ABM STRAND

By:

BUENAFE, EUREKA REUGENE J.

REYCONES, JEZIEL ANN H.
 Chapter I

INTRODUCTION

Background of the Study

Online shopping has become a ubiquitous trend in today's society, and the

number of online shoppers has increased significantly in recent years. However,

despite the convenience and accessibility of online shopping, many consumers

still feel hesitant about making purchases online due to concerns about product

quality, delivery times, and customer service. As a result, customer service has

become a critical factor in building trust and confidence among online shoppers.

Positive customer experiences can build trust, create customer satisfaction, and

lead to repeat purchases, thereby building brand loyalty.

This study aims to explore the perceptions of Senior High School learners.

Regarding the customers perspective to online products. The study will

investigate the factors that influence brand engagement among these learners,

as well as the role that customer perspective plays in fostering loyalty toward

online products. Understanding these perceptions can provide valuable insights

into how businesses can improve their customer service strategies and build

stronger relationships with their customers.

This study supports the importance of examining the role of customer

perspective in brand engagement, as well as identifying the specific dimensions

of customer service quality that are most critical in the online retail context. It

provides valuable insights into how online retailers can enhance their customer
service strategies to increase customer satisfaction and loyalty (Wang, Q., Liang,

Y., & Huang, J. Journal of Retailing and Consumer Services 2019.)

Statement of the Problem

The purpose of this study is to investigate the influence of customer

perspective on brand engagement toward senior high school learners.

Specifically, the study aims to provide answers to the following questions:

1. What is the level of customers’ perspective to online products as perceived by

the students in terms of;

1.1) Brand Satisfaction;

1.2) Service Interactions and;

1.3) Social media engagement?

2. What is the level pf customers brand engagement to online products in terms

of;

2.1) Brand Loyalty;

2.2) 2.2) Customer satisfaction and;

2.3) Positive word of mouth?

3. Is there a significant relationship between customers perspective to online

products to brand engagement?

Scope and Delimitation of the Study

This study focuses on the Customer Perspective to Online Products; It’s

Impact to Brand Engagement as perceived by Senior High School Learners. The

respondents of the study were those 100 students who enrolled in Senior High

School for the academic year 2022-2023.

Significance of the Study

Customer Perspective is a crucial aspect of the online business world.

With the rapid growth of e-commerce, it is essential to understand the impact of

customer service quality on building brand loyalty. This study aims to investigate

the perceived impact of customer perspective to online products on building

brand loyalty from the perspectives of students, online sellers, and customers.

The following are the significance of the study to various stakeholders

Students- Students are the end-users of online products, and their satisfaction is

crucial in brand engagement. The study findings will help students understand

the importance of customer perspective in their online purchases and how it

affects their loyalty to a particular brand.

Online Sellers- Online sellers will benefit from this study by gaining insights into

the factors that influence brand loyalty among customers. They will understand

the importance of customers perspective and how it can impact their sales and

revenue.
Customers- Customers are the most important stakeholders in any business.

The findings of this study will help them understand the importance of customers

perspective to online purchases and how it can impact their loyalty to a brand.

They will also learn how to identify the factors that affect their loyalty to a brand

and make informed decisions.

Researchers- The study will contribute to the existing literature on customers

and brand loyalty in the online business world. Will gain insights into the factors

that influence customer loyalty and how they can be improved. This study will

also provide a foundation for future research in this area.

Future Researchers- The study will serve as a reference for future researchers

who want to explore the relationship between customers perspective and brand

loyalty in the online business world. It will provide a basis for developing new

research questions and hypotheses, as well as a framework for future studies.

 CHAPTER II

REVIEW OF RELATED LITERATURE, STUDIES, AND

THEORETHICAL/CONCEPTUAL FRAMEWORK

This chapter presents the review of related literature, studies, theoretical

framework, and conceptual framework that are found significant to the

development of the study.

Related Literature

Customer Service

The complexity of service quality is frequently explored in marketing-

related academic fields. The generalized and in-depth evaluation of service

quality in services even results in a multidimensional notion of service quality that

was developed through an assessment of the development of several service-

related attributes. Due to the necessity for models to evaluate the level of service

offered by the contemporary market, the idea of service quality is one that is still

evolving ( awuku E, Agyei PM Ganu E, 2023).

Customer service quality has garnered a significant deal of attention in the

service business, and the notion has also drawn scientific investigation in the

academic literature. Service quality has been described as the difference

between what clients expect and what they actually experience (Islam et al,

2020).

Customer service quality as adaptability to customers’ demand in delivering

service and the consequence of the customers’ evaluation by comparing the

expectations and the perceived quality received as stated by (Dam and Dam,

2021).

Customer service quality is defined as a complete or total assessment and

evaluation of the quality of service provided by a specific firm in the virtual

marketplace by purchasers and customers. Also, (Anwar & Climis, 2019),

Customer service quality is defined as the difference between clients' desires for

administration execution, the administration experience, and their perception of

the administration received. Additionally, outstanding customer service is

essential since, according to certain academics, it positively correlates with

customer loyalty and satisfaction. Also, it has beneficial effects on customer trust

(Kitapci et al., 2019).

Brand Satisfaction

. Brand satisfaction is a multifaceted concept that can be impacted by a

number of elements, including advertising, customer service, product quality, and

brand reputation. (Yang and Mattila, 2019) looked at how brand satisfaction in

the hotel industry is affected by service quality and brand image. The researchers

discovered that patrons’ opinions of the hotel's reputation and level of customer

service were highly predictive of their satisfaction with the brand. To achieve
brand satisfaction, the study emphasizes the significance of building a solid

brand image and providing high-quality services

Today, consumer consumption behavior is heavily influenced by

experience (Hwang and Lee, 2019; Vanharanta et al., 2020). Brand marketing

practitioners consistently promote innovative approaches to creating an

exceptional brand experience, which in turn strengthens the brand’s beneficial

relationships with consumers (Gilmore and Pine, 2021; Kim and Han, 2020).

Brand experience is defined as “subjective consumer responses elicited in such

settings by specific brand-related experiential attributes” (Brakus et al., 2022, p.

53). As a result, brand experience encompasses a variety of moments during

customers’ purchasing behavior, such as how individuals perceive a brand’s

design and identity, servicescape, packaging, and much more. In this regard,

sensory, affective, behavioral, and intellectual dimensions of brand have been

proposed as underlying dimensions.

This multi-dimensional approach to brand experience has been widely

adopted in academia to better understand each stimulus of brand experience and

its impact on consumer behavior (Chan and Tung, 2019; Zarantonello and

Schmitt, 2021). Furthermore, many of these attempts show that brand

experience, as stored in consumers’ memories, influences brand satisfaction

(Han et al., 2019; Hwang and Hyun, 2020).

Loyal customers purchase more items, bring in new customers, create a

positive image, spread positive word-of-mouth advertising, and are not easily

enticed by competition’s offerings (Han et al., 2020). Similarly, brand loyalty is a

forward-thinking concept that is a key indicator of a company’s success in a

highly competitive market. As a result, considerable effort has been focused on

examining the critical antecedents of brand loyalty across various settings

(Hwang and Lee, 2019; Ko and Chiu, 2019; Rizvi et al., 2020).

Service Interaction

As elaborated in the study of Liu and Chen ( 2020), the connection

between brand loyalty and service engagement in the context of mobile service

providers. The authors discovered that good customer service interactions, such

as empathy, responsiveness, and dependability, greatly boosted clients'

happiness with the service provider, which in turn raised clients' adherence to the

brand. The study emphasizes how crucial service interactions are in fostering

happy customers' experiences, which encourage repeat business and brand

loyalty.

In the same way (Zhang et al. 2021) investigated how customer loyalty is

impacted by service interactions in the hospitality sector. Customer satisfaction

and brand loyalty to the hotel have grown dramatically as a result of good service

interactions, such as staff responsiveness, empathy, and communication skills.

The study highlights the necessity for service providers to concentrate on

enhancing their communication with clients in order to foster brand loyalty.

Customer service interactions, including staff friendliness and helpfulness,

strongly increased consumers' emotional attachment to the airline brand. The

study focused on the airline business. According to the authors, good customer
service interactions can foster an emotional bond between a consumer and a

business, which in turn promotes greater brand loyalty (Han et al. 2022).

Investigated how customer interactions affected brand loyalty in the setting

of internet shopping. Customer satisfaction and loyalty to the online merchant

were dramatically boosted by positive service interactions, such as prompt

response times and individualized communication. Even in the context of online

transactions, the study emphasizes the value of service interaction in fostering

pleasant customer experiences (Lee et al. 2022).

Social Media Engagement

Research has shown that customers who feel a sense of belonging to a

brand community are more likely to be loyal to that brand (Muniz & O'Guinn,

2019). Social media platforms like Facebook, Twitter, and Instagram offer brands

the opportunity to create and nurture communities of loyal customers. By

engaging with customers on social media, brands can foster a sense of

belonging and build stronger relationships with their customers.

By engaging with their customers on social media platforms, businesses

can create a more personalized experience, which can lead to stronger

emotional connections with their customers. This emotional connection can

create a sense of loyalty and can lead to customers becoming brand

ambassadors, who share their positive experiences with others (Li & Huang,

2019).
Brand Loyalty

As stated by Chen (2019), consumer brand loyalty is a crucial indicator of

long-term viability for service firms. As explained by Oliver (2020), even though

the circumstance and marketing strategy may lead to altering behavior, customer

loyalty is a very strong commitment to constantly repurchase or subscribe to a

chosen product in the future. Brand loyalty is a bond between a customer and a

specific brand and is frequently demonstrated by these customers' repeated

purchases. Because a positive customer experience will boost customer

satisfaction and have an effect on loyalty, a company must offer a nice

experience for customers.

Loyal customers frequently choose the brand even though numerous rival

businesses have products that are more advantageous from a variety of angles

(Sadek et al., 2019). When many clients of a single company fall into this

category from a variety of characteristic views, it shows that the brand has a

strong sense of identity. Brand loyalty is crucial to marketing tactics Haudi et al.,

2022; Juwaini et al., 2022). The success of a business depends on having

customers that are loyal to the brand. When someone is loyal, it means they are

steadfastly committed to sticking with their current business despite external

influences and marketing strategies that would tempt them to quit. The degree of

loyalty that customers have for a brand can be used to evaluate claims about

their attachment to it (Wantini & Yudiana, 2021).

 The study was carried out by Khamwon, A., and Sorataworn, W. (2021).

demonstrates that brand innovation has a favorable impact on brand trust,

increasing customer trust in a brand when brand innovation is strong. In addition,

brand trust has a favorable impact on brand loyalty, hence boosting brand trust

will increase customer loyalty to a brand, per research by (Pratiwi, RS, et al.,

2021).

Customer Satisfaction

Any company anywhere in the world must treat the client as the king of the

market since the consumer, the product, and the profit all fluctuate with their

needs. Customer satisfaction is now a crucial factor in determining how well a

company's products meet customer expectations. In reality, customer satisfaction

has an impact on both the company and the product because satisfied customers

buy more goods and generate more revenue. Ninety-nine percent of happy

customers will never purchase a product from a company again due to research,

therefore understanding customer happiness will be a proper strategy to

decrease dissatisfied customers and increase profits. If a firm does not care

about customer satisfaction, they will not anticipate success (Top & Ali, 2021;

Demir et al., 2020; Ali, 2020; Ali, 2021).

New company trends today call for investigating client happiness and

trust. It implies that in business settings, clients are crucial and extremely

important. As is common knowledge, each business sector made an effort to

carry out its duties effectively and reduce consumer distrust because doing so

increased success and product profitability. Many experts contend that there is a
positive or significant correlation between consumer trust and service quality (Ali

& Anwar, 2021).

As elaborated in the study of (Zouari and Abdelhedi, 2021) Customer

satisfaction is defined as how a customer feels about a particular service or

product after using it. Customer satisfaction is another crucial strategic objective

that every business or organization should focus on. Customer discontent is

defined as the outcome that falls short of customers' expectations, whereas

customer satisfaction is defined as consumers' post-purchase appraisal that

some alternatives deliver at least the same result or exceed customers'

expectations (Hayati et al., 2020). Customer satisfaction, then, is how clients feel

about their perceived performance or outcome in relation to their own

expectations. A client will be satisfied when their requirements, wishes, hopes,

and goals are met and in accordance with expected satisfaction, as explained by

(Themba et al., 2019).

Positive Word of Mouth

As elaborated in the study of Cheema and Kaikati (2019), Brand loyalty

can be significantly impacted by positive word of mouth. According to the study,

positive word of mouth can raise customer satisfaction and, in turn, brand loyalty.

According to the writers, positive word-of-mouth can also contribute to fostering a

favorable perception of the products (Bristow & Horne 2019).

As stated by Chang and Lee (2020), looked into how social media

influences brand loyalty and favorable word-of-mouth. The writers discovered

that social media sites like Facebook, Twitter, and other sites can be useful

instruments for spreading good word of mouth and fostering brand loyalty.

Additionally, social media enables customers to share their impressions of a

business with a larger audience, which can assist to increase the brand's

reputation and establish trust with customers (Hennig-Thurau et al. 2019).

Additionally, the majority of clients paid particular attention to the influence

of internet reviews. Positive internet reviews, which give potential buyers social

proof and assurance, have been demonstrated to greatly improve brand loyalty.

They observe that positive online brand perceptions can also aid to increase

customer loyalty (Hsu & Tsai 2021).

Related Studies

As stated by Bei and Chiao (2019), "Consider product quality and price as

the foundation to build up consumer satisfaction", and Khan and Ahmed (2019),

"Product quality is a critical determinant of consumer satisfaction," customer

satisfaction is determined by the quality and price of the products that the

customer desires. Additionally, Ehsani and Ehsani (2020) came to the conclusion

that "price can be used as a resource to increase both profit and customer

satisfaction". Customer value, according to Ma and Ding (2022), "can satisfy

customer demand and make the customer satisfied," is another aspect that

influences customer happiness. Similar to this, Sugiarti et al. (2019) stated that

"better customer value as Compared to what the competitors will deliver a make
customers feel satisfied and in turn will drive him to be loyal". It is clear from the

above-mentioned expert viewpoints that customer satisfaction may be influenced

by product quality, price, and customer value.

Customer satisfaction is a feedback from a customer in the form of an

assessment after acquiring some goods or services in comparison to the client's

expectations. Customer satisfaction is determined by comparing the performance

of the goods or services to the consumers' needs and wants with their

expectations. When a consumer is content, it indicates that the performance of

the goods and services are similar, in the hopes that it would persuade them to

buy the items again. In addition, a dissatisfied consumer can convince other

customers to forego repeat purchases, which would cause them to switch to a

rival brand (Ismail Razak, 2019).

Theoretical Framework

Customer satisfaction and loyalty are heavily influenced by service quality.

The SERVQUAL model proposes that customers evaluate service quality based

on five dimensions: reliability, responsiveness, assurance, empathy, and

tangibles. These dimensions can be adapted to the context of online products

and used to measure customer perceptions of the quality of customer service

provided by online retailers.

In addition to the SERVQUAL dimensions, the concept of brand loyalty

can be informed by the Loyalty Ladder model, which proposes that customer

loyalty can be categorized into five stages: awareness, preference, satisfaction,

conviction, and loyalty. The model suggests that customer loyalty is built over

time through a series of positive experiences with the brand.

Combining the SERVQUAL model and the Loyalty Ladder model can

provide a comprehensive framework for investigating how customer service

quality of online products affects building brand loyalty. By measuring customer

perceptions of the quality of online retailers' customer service and tracking

customer loyalty over time, researchers can examine the relationship between

these variables and identify strategies for building brand loyalty through customer

service excellence.

Conceptual Framework

This conceptual framework of the study shows the relationship between

the independent and dependent variables in this research.

Independent Variables Dependent Variables

Figure 1. Conceptual

Customer’s Impact to Brand

Perspective to Engagement
Online Products

Figure 1. Conceptual Framework of the Study

Definition of terms

Terms here are conceptually and operationally defined for better

understanding of the readers.

Brand loyalty: Conceptually, brand loyalty is the degree to which a customer

continues to purchase or use a specific brand's products or services over time. It

is influenced by various factors such as product quality, customer service, and

brand reputation. Operationally, brand loyalty can be measured through repeat

purchase rates, customer retention rates, and customer lifetime value.

Customer satisfaction: Conceptually, customer satisfaction is the degree to

which a customer is pleased or happy with a business's products or services. It

can be influenced by various factors such as product quality, customer service,

and price. Operationally, customer satisfaction can be measured through

customer feedback surveys, net promoter scores, and customer loyalty metrics.

Customer service quality: Conceptually, customer service quality refers to the

overall impression or perception customers have of the service provided by a

business. It is influenced by the effectiveness, efficiency, and responsiveness of

the service delivery process. Operationally, customer service quality can be

measured through metrics such as customer satisfaction ratings, service

response time, complaint resolution time, and employee feedback.

Positive word of mouth: Conceptually, positive word of mouth refers to the

favorable comments or recommendations that customers make about a

business's products or services to others. It can be influenced by various factors

such as product quality, customer service, and brand reputation. Operationally,

positive word of mouth can be measured through social media mentions,

customer

reviews, and referrals.

Service complaints: Conceptually, service complaints are expressions of

dissatisfaction or negative feedback from customers about the quality of service

or products provided by a business. Operationally, service complaints can be

tracked and measured through various channels such as customer feedback

surveys, online reviews, social media comments, and customer support tickets.

Service interactions: Conceptually, service interactions are all the touchpoints

or moments of contact that a customer has with a business during the service

delivery process. They can be positive or negative and can significantly influence

customer satisfaction and loyalty. Operationally, service interactions can be

measured through customer feedback surveys, employee performance

evaluations, and analytics of customer engagement data.

Social media engagement: Conceptually, social media engagement refers to

the level of interaction, involvement, and communication that occurs between a

business and its customers through social media platforms such as Facebook,

Twitter, and Instagram. It can include likes, comments, shares, and direct

messages. Operationally, social media engagement can be measured through

metrics such as follower growth, post engagement, and customer sentiment

analysis.
 CHAPTER III METHODOLOGY

This section represents the method used in gathering the data among the

respondents. It includes the research design, respondents of the study, research

locale, research instruments, data gathering procedure to be used, and statistical

treatment of this study

Research Design

The researchers use quantitative method research using correlative

design in gathering the desirable information. This study focuses on the

Customer Service Quality of Online Products Towards Building Brand Loyalty as

Perceived by Senior

High School Learners in Cronasia Foundation College, Inc.

Respondents of the Study

The respondents of the study are the selected Senior High school learner.

The respondent made use of stratified-random sampling in determining the

respondents of the study, 100 learners from Both Grade 11 and 12 regardless of

their strand.

Table 1
Distribution of the respondents
STRAND Number of respondents

Grade 11 50 Learners
Grade 12 50 Learners
Total: 100 Learners

Research Locale

The research will be conducted at Cronasia Foundation College, Inc.

General Santos City provides TVET courses in Technical Education and Skills

Development Authority (TESDA). Eight years later, the school began offering

undergraduate degrees as recognized by the Commission on Higher Education

(CHED).

Research Instrument

This research will conduct a face-to-face Survey that involves utilizing two

survey questionnaires adapted

 The first part of the questionnaire is an adopted from Paraskevi

Fragopoulou (2019) Customer service quality in general. It measures the level of

customer perspective to online products.

The second part of the survey questionnaire is an adopted survey

questionnaire from Kimberly Houston (2023), on the extent of brand loyalty. It

measures the level of customers brand engagement to online products. The

researchers will use the five point Likert scale. The description is as follows

Scale Level Clarification

2.60-3.00 5 Strongly Agree

2.20-2.59 4 Agree

1.80-2.19 3 Neither Agree

1.40- 1.79 2 Disagree

1.00-1.39 1 Strongly Disagree

Data Gathering Procedure

The Researcher Disseminate the adopted questionnaire through a survey

questionnaire method.

The distribution of survey questionnaire will be given to the respondents

during their vacant time to avoid interruption in their classes.

 After they finished answering, the researchers gather, analyze, tallied the

data, and applied the appropriate statistical treatment.

Chapter IV

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

Data collected throughout the study are presented, analyzed, and

interpreted in this chapter.

Table 1. Level of customers perspective to online products as perceived by the

students in terms of Brand Satisfaction, Service Interactions, and Social media
engagement
INDICATORS MEAN DESCRIPTION
Brand Satisfaction

1. Customer service representative resolves 4.13 Agree

issues to satisfy customer’s needs
2. Customer service representative 4.13 Agree
knowledgeable and helpful
3. Customer service representative is polite 4.11 Agree
and friendly
4. Customer service representative seems well 4.14 Agree
trained
5. Customer service representative makes me 4.10 Agree
valued as a customer
Overall Mean 4.12 Agree
Service Interactions

1. The brand advertisements are very 4.01 Agree

entertaining and fun.
2. The brand shops are very convenient. 4.04 Agree
3. Good customer service is important to me 4.19 Agree
when deciding to purchase from a brand.
4. A positive customer service experience 4.09 Agree
increases my loyalty to a brand.
 5. A brand that has poor customer service will 3.68 Agree
not receive my loyalty, no matter how good
its products are.
Overall Mean 4.00 Agree
Social media engagement

1. Brands that respond quickly to my inquiries 3.99 Agree

or complaints on social media earn my
loyalty.
2. I will feel more connected to a brand if they 3.98 Agree
share relatable content on social media.

3. Social media plays an important role in shaping 3.94 Agree

my perception of a brand.
4. Social media has made it easier for me to 4.22 Agree
connect with my favorite brands and feel like a
part of their community.
5. Brands that are active on social media are 3.96 Agree
more trustworthy than those that are not.
Overall Mean 4.02 Agree
Legend: 4.50-5.00 Strongly Agree, 3.50-4.49 Agree, 2.50-3.49 Neutral, 1.50-2.49 Disagree, 1.00
1.49 Strongly Disagree

Table 1 above presents the results on the level of customers perspective

to online products as perceived by the students in terms of brand satisfaction,

service interactions, and social media engagement.

It indicates that majority of the respondents agree that customer service

representative seems well trained with a mean score of 4.14. Followed by the

statement indicating that a considerable number of respondents agree that

customer service representative resolves issues to satisfy customer’s needs as

well as customer service representative are knowledgeable and helpful, with a

mean score of 4.13. The overall mean score of 4.12, further supports the notion

that the surveyed students, as a group, have positive attitudes towards the
customer service interactions they experience with online products. This has

implications for businesses, highlighting the significance of investing in

comprehensive training for customer service representatives and prioritizing

customer satisfaction to build a positive brand image and foster customer loyalty,

(Yang & Mattila, 2019).

Moreover, regarding service interaction, data revealed that most

respondents expressed an agreement that good customer service is important to

them when deciding to purchase from a brand with a mean score of 4.19.

Followed by the statement with a mean score of 4.09 indicating that a positive

customer service experience increases their loyalty to a brand. The overall mean

score of 4.00 further reinforces the positive perception of good customer service

among the surveyed individuals. As elaborated in the study of Liu and Chen

(2020), good customer service interactions, such as empathy, responsiveness,

and

dependability, greatly boosted clients' happiness with the service provider, which

in turn raised clients' adherence to the brand. The study emphasizes how crucial

service interactions are in fostering happy customers' experiences, which

encourage repeat business and brand loyalty.

In addition, in terms of social media engagement, data reveals that most of

the respondents agree that social media has made it easier for them to connect

with their favorite brands and feel like a part of their community with a mean

score of 4.22. Followed by the statement indicating that if the brands respond

quickly to their inquiries or complaints on social media earn their loyalty, with a
mean score of 3.99. The overall mean score 4.02 reflects that, on average, the

respondents agree with all the statements related to social media engagement.

Research has shown that customers who feel a sense of belonging to a brand

community are more likely to be loyal to that brand (Muniz & O'Guinn, 2019).

Table 2. Level of customers brand engagement to online products in terms of

Brand Loyalty, Customer satisfaction, and Positive word of mouth

INDICATORS MEAN DESCRIPTION

Brand Loyalty

1. I often purchase products from a particular 3.99 Agree

brand.
2. I prefer to buy products from my favorite 4.02 Agree
brand over other brands.
3. I find myself consistently buying products 4.01 Agree
from a particular brand.
4. I have a positive perception of a particular 4.00 Agree
brand and it influences my purchasing
decisions.
5. I have made repeat purchases of products 3.99 Agree
from a particular brand.
Overall Mean 4.00 Agree
Customer satisfaction
1. The product that I purchase meet my 3.96 Agree
expectations.
2. I find the product easy to use. 4.16 Agree
3. I feel that the product is a good value for the 4.02 Agree
price.
4. The brand last longer than other brands. 3.96 Agree
5. The materials used by the brand are natural. 4.00 Agree

Overall Mean 4.02 Agree

Positive word of mouth
1. I have written a positive review online about 3.99 Agree
a product or service that I enjoyed.
2. When my friends or family ask me for 4.00 Agree
product recommendations, I suggest my
 favorite brand.
3. I have had positive experiences with my 4.01 Agree
favorite brand’s products, which is why I
recommend it to others.
4. I have been influenced to make a purchase 4.01 Agree
based on recommendations from social
media influencers.
5. I am more likely to trust a review left by a 3.91 Agree
fellow customer than a review left by a paid
influencer.
Overall Mean 3.98 Agree

Legend: 4.50-5.00 Strongly Agree, 3.50-4.49 Agree, 2.50-3.49 Neutral, 1.50-2.49 Disagree, 1.00
1.49 Strongly Disagree

Table 2 above presents the level of customers brand engagement to

online products in terms of Brand Loyalty, Customer satisfaction, and Positive

word of mouth. It indicates that majority of respondents agree that they prefer to

buy products from their favorite brand over other brands with a mean score of

4.02. They also reported an agreement with the statement indicating that they

have made repeat purchases of products from a particular brand with a mean

score of 3.99. The overall mean score of 4.00, reflects the prevalence of brand

loyalty among the respondents and their preference for purchasing products from

their favorite brand. As explained by Oliver (2020), even though the circumstance

and marketing strategy may lead to altering behavior, customer loyalty is a very

strong commitment to constantly repurchase or subscribe to a chosen product in

the

future.
 Moreover, regarding customer satisfaction, the data revealed that most

respondents expressed an agreement that they find the product easy to use with

a mean score of 4.16. In addition, they also agree that they feel the product is a

good value for the price with a mean score of 4.02. With an overall mean score of

4.02, these findings suggest that a large portion of the respondents had a

positive experience with the product's usability, contributing to the overall

satisfaction level of the customer base. A client will be satisfied when their

requirements, wishes, hopes, and goals are met and in accordance with

expected satisfaction, (Themba et al., 2019).

Furthermore, concerning positive word of mouth, most respondents

possess an agreement that they had positive experiences with their favorite

brand’s products, hence they recommend it to others, and they also influenced to

make a purchase based on recommendations from social media influencers with

a mean score of 4.01. Followed by the statement suggesting that they have

written positive review online about a product or service that they enjoyed, with a

mean score of 3.99. The overall mean score of 3.98 implies that positive word-of-

mouth is a powerful marketing tool for the brand, as satisfied customers are more

likely to become brand advocates and actively promote the brand to their social

circles. Positive word-of-mouth can also contribute to fostering a favorable

perception of the products, (Bristow & Horne 2019).

Table 3. Relationship between customers perspective to online products and

brand engagement
Level of Brand Engagement
 Level of Customers Computed r p-value Decision Interpretation
perspective to online value
products
Brand Satisfaction 0.79 0.03 Reject Ho Significant
Service Interactions 0.34 0.06 Reject Ho Not Significant
Social media engagement 0.68 0.04 Accept Ho Significant
*Significance Level at 0.05

The table presents the p-value and remarks, as well as the Pearson (r)

correlation coefficient, which determines the existence of a relationship between

the variables. Based on the computed r values of 0.79 and 0.68, the p-values

were computed at a 0.05 significance level, resulting in computed p-values of

0.03 and

0.04, respectively. These computed p-values are less than the significance level

of 0.05, leading to the rejection of the null hypothesis. Consequently, there is a

significant relationship between the level of customer perspective to online

products and the level of brand engagement in terms of brand satisfaction and

social media engagement.

However, no significant relationship exists between the level of customer

perspective to online products and the level of brand engagement in terms of

service interaction. The computed r values for this variable is 0.34, with

computed p-value of 0.06 at 0.05 significance level. Therefore, the null

hypothesis is accepted. This finding could guide further research and strategic

decision-making for businesses aiming to enhance their brand engagement

strategies.
 Chapter V

SUMMARY OF FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS

This chapter presented the summary of findings, conclusions, and

recommendations of this study.

Summary of Findings

Out of the data gathered, it was found that:

Tables Mean/percentage Interpretation
1 Level of customers’ perspective to online products
Indicators Mean Description
Brand Satisfaction 4.12 Agree
Service Interactions 4.00 Agree
Social media engagement 4.02 Agree
2 Level of customers brand engagement
Indicators Mean Description
Brand Loyalty 4.00 Agree
Customer satisfaction 4.02 Agree
Positive word of mouth 3.98 Agree
3 Correlation between the level of customers perspective to online
products and brand engagement
Indicators Rvalue p-value Remarks

Brand Satisfaction 0.79 0.03 Significant

Service Interactions 0.34 0.06 Not Significant
Social media engagement 0.68 0.04 Significant

Conclusions

Based on the findings of the study, the following conclusions were formulated:

1. The respondents who participated in the study generally agree with

indicators related the level of customers perspective to online products in

terms of brand satisfaction, service interactions, and social media

engagement.
 2. The respondents expressed an agreement with indicators related to Level

of customers brand engagement to online products in terms of brand

Loyalty, customer satisfaction, and positive word of mouth.

3. There is a significant relationship between the level of customers

perspective to online products and brand engagement in terms of brand

satisfaction and social media engagement among senior high school

learners at Cronasia Foundation College, Inc.

Recommendations

Based on the conclusions, the following recommendations were given:

1. Work on creating a holistic and consistent experience across all

touchpoints, from online products to service interactions, to foster a

strong and loyal customer base.

2. Continue efforts that improve customer perception of your online

products. This can involve product quality, clear communication, and

addressing customer needs effectively.

3. Future researchers may use this research as their reference related to

the customers perspective to online products to the brand

engagement.
 REFERENCES

Online Sources

Samuel Bengtsson (2020) The Relationship between Service Quality, Customer

Satisfaction and Brand Loyalty

https://www.diva-portal.org/smash/get/diva2:1437946/FULLTEXT01.pdf
Trang Vu Thi Thu (2021) The Impact of Social Media Marketing on Brand Loyalty

https://hj.diva-portal.org/smash/get/diva2:1560522/FULLTEXT01.pdf

Netty Merdiaty (2022) Effect of Brand Experience on Customer Engagament

through Quality Services of Online Sellers to Students in Bekasi

https://www.frontiersin.org/articles/10.3389/fpsyg.2021.801439/full

Bayad Ali (2021) Hotel Service Quality: The Impact of Service Quality on

Customer Satisfaction in Hospitality

https://www.researchgate.net/publication/351780048_Hotel_Service_Quality_Th

e_Impact_of_Service_Quality_on_Customer_Satisfaction_in_Hospitality Kimberly

Houston (2023) Online Survey Software for Free

https://www.proprofssurvey.com/

E Johnson (2019) Impact of Service Quality on Customer Satisfaction

https://scholar.google.com.ph/scholar?q=E+Johnson+(2019)+Impact+of+Service

+Quality+on+Customer+Satisfaction&hl=en&as_sdt=0&as_vis=1&oi=scholart

APPENDIX A

CRONASIA FOUNDATION COLLEGE,, INC

General Santos City
Tel No. 083-5546323
________________________________________________________________

June 05, 2023

NENITA P. NON, MALS , RL
Research Directress
Cronasia Foundation College, Inc.
Andres-Dizon, Bldg., Pioneer Avenue

Dear Ma’am,
This letter is in accordance with our Practical Research subject, for which
we are expected to conduct research among the Basic Education Department of
Cronasia Foundation College, Inc. We, the Senior High School Of ABM 11-A
would like to ask for permission to allow us to conduct a survey for our study
entitled
“CUSTOMER’S PERSPECTIVE TO ONLINE PRODUCTS; ITS IMPACT TO
BRAND ENGAGEMENT AS PERCEIVED BY SENIOR HIGH SCHOOL
LEARNERS”. Rest assured that all identification and information will be kept
confidential and used for academic purposes only. We are hoping that this
request will merit your favorable approval.

Respectfully yours,

EUREKA REUGENE J. BUENAFE

Research Leader

Noted by:

JESSA MARIE SAMONTE-SANTILLAN, LPT

Research Adviser

Approved by:

NENITA P. NON, MALS, RL

Research Directress
 APPENDIX B

CRONASIA FOUNDATION COLLEGE,, INC

General Santos City
Tel No. 083-5546323

________________________________________________________________

June 05, 2023

GEALYN D. ALBARRACIN, LPT
Research Directress
Cronasia Foundation College, Inc.
Andres-Dizon, Bldg., Pioneer Avenue

Dear Ma’am,
This letter is in accordance with our Practical Research subject, for which
we are expected to conduct research among the Basic Education Department of
Cronasia Foundation College, Inc. We, the Senior High School Of ABM 11-A
would like to ask for permission to allow us to conduct a survey for our study
entitled
“CUSTOMER’S PERSPECTIVE TO ONLINE PRODUCTS; ITS IMPACT TO
BRAND ENGAGEMENT AS PERCEIVED BY SENIOR HIGH SCHOOL
LEARNERS”. Rest assured that all identification and information will be kept
confidential and used for academic purposes only. We are hoping that this
request will merit your favorable approval.

Respectfully yours,

EUREKA REUGENE J. BUENAFE

Research Leader

Noted by:

JESSA MARIE SAMONTE-SANTILLAN, LPT

Research Adviser
 Approved by:

GEALYN D. ALBARRACIN, LPT

Basic Education School Principal

APPENDIX C

Survey Questionnaire

General Instruction: Put check (/) in the box that represents your answer. Please
check the response that you believe is most suitable for each statement to
complete the questionnaire.

Scale Description
5 - Strongly Agree
4 - Agree
3 - Neither Agree
2 - Disagree
1 - Strongly Disagree

Brand Satisfaction 5 4 3 2 1
1. Customer service representative resolves issues to satisfy
customer’s needs
2. Customer service representative knowledgeable and helpful
3. Customer service representative is polite and friendly
4. Customer service representative seems well trained
5. Customer service representative makes me valued as a
customer
Service Interactions 5 4 3 2 1
1. The brand advertisements are very entertaining and fun.
2. The brand shops are very convenient.
3. Good customer service is important to me when deciding to
purchase from a brand.
 4. A positive customer service experience increases my loyalty to
a brand.
5. A brand that has poor customer service will not receive my
loyalty, no matter how good its products are.
Social Media Engagement 5 4 3 2 1
1. Brands that respond quickly to my inquiries or complaints on
social media earn my loyalty.
2. I will feel more connected to a brand if they share relatable
content on social media.
3. Social media plays an important role in shaping my perception
of a brand.
4. Social media has made it easier for me to connect with my
favorite brands and feel like a part of their community.
5. Brands that are active on social media are more trustworthy
than those that are not.
Source : Customer service quality in general includes Paraskevi
Fragopoulou 2019

II.
Brand Loyalty 5 4 3 2 1
1. I often purchase products from a particular brand.
2. I prefer to buy products from my favorite brand over other
brands.
3. I find myself consistently buying products from a particular
brand.
4. I have a positive perception of a particular brand and it
influences my purchasing decisions.
5. I have made repeat purchases of products from a particular
brand.
Customer’s Satisfaction 5 4 3 2 1
1. The product that I purchase meet my expectations.
2. I find the product easy to use.
3. I feel that the product is a good value for the price.
4. The brand last longer than other brands.
5. The materials used by the brand are natural.
Positive Word of Mouth 5 4 3 2 1
1. I have written a positive review online about a product or
service that I enjoyed.
2. When my friends or family ask me for product
recommendations, I suggest my favorite brand.
 3. I have had positive experiences with my favorite brand’s
products, which is why I recommend it to others.
4. I have been influenced to make a purchase based on
recommendations from social media influencers.
5. I am more likely to trust a review left by a fellow customer than
a review left by a paid influencer.
Source : Kimberly Houston (2023), in the extent of brand loyalty

CURRICULUM VITAE

Jeziel Ann H. Reycones

Purok Magsaysay B, Baranagy Labangal General
Santos City
Mobile No. 09094576275

PERSONAL BACKGROUND:
Age - 17
Birthdate - February 18, 2006
Birthplace - Labangal, General Santos City
Religion - Catholic
Nationality - Filipino
Father’s Name - Ricardo S. Reycones
Mother’s Name - Maria Sheila H. Reycones
Language spoken - Cebuano
Interest - Reading Stories in Wattpad
EDUCATIONAL ATTAINMENT:
Senior High School - Cronasia Foundation College, Inc
- ABM
- 2022 – Present
Junior High School - Labangal National High School
- 2018 – 2022
Elementary - Saavedra Saway Central
Elementary School
- 2012 – 2018 CURRICULUM VITAE

Eureka
Reugene J. Buenafe
Purok 5, Sitio Intake,
Baranagy Mabuhay General
Santos
City
Mobile No.
09261590549

PERSONAL BACKGROUND:

Age - 17
Birthdate - April 06, 2006
Birthplace - Mabuhay, General Santos City
Religion - Catholic
Nationality - Filipino
Father’s Name - Jucil Buenafe
Mother’s Name - Liliybeth Buenafe
Language spoken - Cebuano
Interest - Learn Different Languages

EDUCATIONAL ATTAINMENT:
Senior High School - Cronasia Foundation College, Inc
- ABM
- 2022 – Present
Junior High School - Edwards National High School
- 2018 – 2021
Lagao National High School
- 2021 – 2022
Elementary - Edward National High School
- 2012 – 2018