i

ONLINE SHOPPING: E-SERVICE QUALITY AND CUSTOMERS’ TRUST

AMONG ACCOUNTANCY, BUSINESS, AND MANAGEMENT
STUDENTS OF TACURONG NATIONAL HIGH SCHOOL

______________________________________

A Quantitative Research
Presented to the
ABM Strand of the Senior High School
Tacurong National High School
Tacurong City
______________________________________

In Partial Fulfillment of the

Requirements for the Subject
Inquiries, Investigations, and Immersion

Sarine L. Candido
Princess Mae P. Mainar
Angel Rose N. Bustamante
Pink G. Oro
Cristelyn B. Pasgala
Apple May Remedios
Angelika D. Claus
Reynalyn L. Toreja
Windelyn B. Judilla
Trexie Mae P. Abad
French Jasha T. Morales
Angelika M. Bangonon
Researchers

JOSE T. DECENA III

Subject Teacher

June 2023
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ACKNOWLEDGEMENT

The researchers would like to thank the following people for helping them

broaden their perspectives throughout the study.

First and foremost, the researchers would like to thank their research

coordinator, Sir Jose T. Decena lll, for his advice, lessons, patience, and motivation

from the beginning of the research paper to its completion.

To the class adviser, Ma’am Jeanne G. Acosta, for her assistance,

suggestions, and corrections on the researchers’ papers.

To the school principal, Ma’am Ma. Teresita H. Escobia for allowing the

researchers to conduct their research study.

To the panelists, Sir Ronald Dela Peña, Ma’am Leizel G. Castaño, and

Ma’am Jeanne G. Acosta, for their time during the outline defense; they have given

great suggestions to the researchers’ paper.

Thanks to the Grade 11 & 12 ABM respondents for taking the time to

complete or answer the survey questionnaires.

To the Parents for their guidance, moral, spiritual, and financial support to

the researchers from the beginning until now.

Moreover, to the Almighty God who never left and failed to amaze us with

His guidance and grace as we worked on ourselves to complete our research

paper.

The Researchers
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ABSTRACT
This study aims to examine the impact of e-service quality on customers'

trust among two distinct groups of students from the ABM Strand. The study

includes 75 respondents from Grade 11, 76 respondents from Grade 12, and an

additional 20 respondents from Grade 11 HUMMS at Tacurong National High

School. The prevalence of online shopping among young individuals in the country

has made it an everyday habit, leading to concerns such as accepting cookies

without reading and impulsive purchasing behaviors. A non-experimental

quantitative research design with a descriptive-correlational approach was

employed for this study. Data analysis involved calculating the mean and utilizing

the Pearson product-moment correlation (Pearson-r). The findings indicated that

e-service quality was perceived as high and above average.

Similarly, customers' trust in online shopping was also perceived as high,

implying that they often trust the platforms. Moreover, the study revealed a

significant relationship between e-service quality and customers' trust. This study

can benefit ABM students inclined towards online shopping, as it highlights the

advantages they can enjoy, such as convenience, time savings, access to product

reviews, and opportunities to find discounted items. Additionally, future

researchers investigating similar variables can use this study as a reference for

their literature review and source material for their research papers.

Keywords: Accountancy, Business, and Management Student, Online Shopping,

Students, E-Service Quality, Customers’ Trust, Correlation, Philippines

.
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TABLE OF CONTENTS

Page
TITLE PAGE i

ACKNOWLEDGEMENT ii

ABSTRACT iii

TABLE OF CONTENTS iv

LIST OF TABLES vi

LIST OF FIGURES vii

Chapter

1 INTRODUCTION

Rationale 1

Statement of the Problem 3

Hypothesis 3

Review of Related Literature 4

Theoretical Framework 10

Conceptual Framework 12

Significance of the Study 14

Definition of Terms 15

2 METHODOLOGY

Research Design 17

Research Locale 17

Population & Sample 18

Research Instrument 20
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Data Interpretation 20

Data Collection 22

Statistical Tools 23

Ethical Consideration 24

3 RESULT AND DISCUSSION

Level of E-service Quality 28

Level of Customers’ Trust 32

Significant Relationship Between E- 36

service Quality and Customers’
Trust in Online Shopping.
4 CONCLUSION AND RECOMMENDATION

Conclusion 38

Recommendation 38

REFERENCES 40

APPENDICES

A Letter to Conduct Study 46

B Validation Sheet for Research 47

Instruments
C Summary of Ratings of Experts 50

D Research Instrument 51

E Cronbach Alpha Results 54

F Plagiarism Checker Result 55

G Grammarly Checker Results 56

CURRICULUM VITAE
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LIST OF TABLES

Table Page

1 Level of E-service Quality 28

1.1 Level of E-service Quality in Terms of Website Design 29

1.2 Level of E-service Quality in Terms of Customer Service 30

1.3 Level of E-service Quality in terms of Security/Privacy 31

2 Level of Customers’ Trust 32

2.1 Level of Customers’ Trust in Terms of Repurchase Intention 33

2.2 Level of Customers’ Trust in terms of Word-of-Mouth 34

2.3 Level of Customers’ Trust in Terms of Site Revisit 35

3 Significant Relationship Between E-service Quality and 36

Customers’ Trust in Online Shopping
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LIST OF FIGURES

Table Page

1 The Conceptual Model shows the Direct Relation between 13

the Independent Variable toward Dependent Variable

2 The Map of Research Locale 18

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Chapter 1

INTRODUCTION

Rationale

The onset of the pandemic in 2019 led to a surge in the popularity of online

shopping in our country, becoming a common habit among both young and adult

individuals. According to Stern (2018), even before the implementation of data

protection laws, customers needed more control over comprehensive tracking

avoidance, making it challenging to address privacy concerns when making online

purchases. These pose a problem for customers when buying products online

(Ardianti & Widiartanto, 2019). Chaffey (2018) suggests that many online shoppers

are influenced by their idols, such as artists or social media influencers. These

customers are more likely to upload reviews about the products they purchase,

which can impact others' buying decisions. These highlight the influence of social

media and personal recommendations in the online shopping experience. Castillo

(2018) points out that one issue faced by customers is their tendency to make

impulsive purchases of expensive items without considering their actual needs.

This behavior often stems from the perception that discounted or sale items are

still valuable and useful. These observations highlight some of the challenges and

consumer behaviors associated with online shopping, particularly during the

pandemic.

Due to increased competition faced by businesses worldwide, some must

expand their market size and raise customer expectations through technological

innovation and globalization. Customers can form their opinion of e-service quality
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through e-services, leading to a shift in customer behavior (Liu et al., 2021; Cheng

et al., 2022). Influenced by the service qualities of successful e-commerce, several

societal organizations have begun to enhance platform service quality and

integrate social activities into e-commerce platforms. The evolution of e-service

quality description advances with time, but the objective remains to provide quality

services to satisfy customers (Kotler & Keller, 2019) and enhance their

attractiveness to consumers (Goraya et al., 2021). Moreover, specific

recommendations and active participation in e-services increase consumer trust,

impacting consumer involvement (Chiang et al., 2020).

According to Ighomereho (2022), after thirty years of research, there has

yet to be a consensus among researchers regarding the precise dimensions of

service quality due to the wide range of concepts and dimensions associated with

service quality, especially e-service quality. Therefore, e-service quality is crucial

in building customer trust, providing an excellent and reliable service, and

attracting customers for purchases. Nurayni and Widiartanto (2019) support this

view by stating that e-service quality has a significant, strong, and positive impact

on the e-trust of mobile application users. This aligns with Purnamasari's (2018)

research on online shopping, which found a significant effect of e-service quality

on e-trust in online purchases. Excellent e-service quality aims to provide good

service to make customers feel secure and trust the website, thereby increasing

customer trust, as trust is a vital aspect of business-customer interactions and

fostering customer loyalty to an online site (Berlianto, 2018). Furthermore,

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Purnamasari (2018) suggests that e-trust can mitigate the consequences of e-

service quality.

This study has not been conducted among the Accountancy, Business, and

Management students of Tacurong National High School. This study investigates

whether e-service quality impacts customers' trust among ABM students of

Tacurong National High School or vice versa.

Statement of the Problem

This study investigated the relationship between e-service quality in online

shopping and customers' trust, specifically among accountancy, business, and

management students at Tacurong National High School. The study aimed to

address the following research questions:

1. What is the level of e-service quality in terms of:

1.1 website design;

1.2. customer service; and

1.3. security/privacy.

2. What is the level of customers' trust in terms of:

2.1 repurchase intention;

2.2. word of mouth; and

2.3. site revisit.

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3. Is there a significant relationship between online shopping e-

service quality and customers' trust among Accountancy, Business, and

Management students of Tacurong National High School?

Hypothesis

The following hypothesis was tested at a 0.05 level of significance:

There is no significant relationship between online shopping e-service

quality and customers' trust.

Review of Related Literature

This chapter presents an overview of the relevant literature and previous

studies that the researchers consulted to emphasize the current study's

significance. It also includes a study synthesis to enhance understanding and

comprehension of the research.

E-service Quality

The perception of e-service quality encompasses various online services

provided by manufacturers, allowing customers to compare their expectations with

the actual state of the service. When customers' expectations are met, it instills

faith in the producers' capabilities, and the attainment of e-service quality

demonstrates how closely aligned the customer's expectations are with providing

various services (Tran & Vu, 2019). In recent years, studies focusing on customers

have remained crucial indicators of attitudes, particularly customer satisfaction,

which in turn impacts e-service quality (Hariani & Sinambela, 2020).

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Any quality improvement will increase customer satisfaction due to the

enhanced service provided. Conversely, if service quality declines, customer

satisfaction is likely to decrease (Darmawan, 2021). The ranking of e-service

quality criteria may vary depending on cultural preferences for online purchases,

although this has yet to be demonstrated (Brusch et al., 2019). Nurayni and

Widiartanto (2019) highlight the significance of e-service quality, as it has a

tangible and positive impact on the e-trust of mobile application users.

Website Design, its operational definition, is the outcome of user review of

the website's look, feel, features, and symbols that represent the actual store's

environment and impact how customers perceive the location in general

(Setyaning & Nugroho, 2020). Similarly, according to Rasli et al. (2018), websites

need to have readable information to shape consumer actions because if scrolling,

the consumer's behavior will be influenced.

The widespread use of the internet has prompted retailers to undergo

significant shifts towards e-commerce. To succeed in e-commerce, retailers must

construct their websites while considering consumers' preferences. With the

abundance of online buying websites available, consumers have become

increasingly selective and discerning in their choices (Ashraf et al., 2019). When

reviewing websites and examining distinct sections, such as product descriptions

containing headlines and photographs, consumers can have a new experience

influenced by their emotional connection to the interface and color schemes,

contributing to a favorable opinion (Sheth, 2020).

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In customer service, by the study of Prentice et al. (2018), customer-based

antecedents represent their sincere and volitional engagement, which results in

favorable organizational outcomes. On the other hand, to improve and sustain in

order to increase client engagement with a brand, the brand organization must

undertake conscious marketing efforts, such as offering top-notch service.

Customers' preferences have significantly changed since the relationship between

the company and its customers has changed from traditional retailing to online

shopping and mobile commerce (m-commerce) (Bordoloi et al., 2018). Information

about the item or service being considered for purchase, and even their

psychological traits, such as extrovert/introvert (Lee & Lee, 2020).

The traditional belief in high-quality customer service from friendly

salespeople has become the bare minimum to attract customer attention.

Customers now expect customized services, services that are tailored to their

tastes, requirements, and lifestyle (Lee & Li, 2018). Customer service has proven

to be a crucial component in the online purchasing process, as stated in the study

by Rahi et al. (2022). As a result, website developers must keep in mind that their

websites must meet users' expectations.

Security/Privacy are the primary factors that foster user confidence in e-

commerce platforms, and maintaining user privacy is crucial to the advancement

of e-commerce projects (Johnson, 2020). According to Alzaidi and Agag (2022),

consumers' worries about potential loss due to a lack of privacy for their personal

information in the online environment are referred to as privacy concerns. Prior

studies revealed that customers' trust and privacy issues are crucial drivers of
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purchasing intent (Jasper & Pearson, 2022). Furthermore, online retail ethics,

which are broken down into security/privacy, reliability, fulfillment, and service

recovery, resulted in a notable effect on online shopping behavior. Online retail

ethics can be traced to handling transactions using an appropriate security system,

protecting consumers' financial information, and ensuring retail services' inevitable

reliability and accuracy. In addition, post-purchase activities such as good

customer service and follow-up encouraged consumers to engage in online

shopping during the pandemic (Yuniarti et al., 2022).

Customers' Trust

Compared to offline interactions in physical stores, online services possess

characteristics that make them more intangible and challenging to evaluate.

Consequently, online customers often rely heavily on recommendations and

feedback from other customers as crucial factors in their decision-making process

before purchasing (Wu et al., 2018). As mentioned in the study of Juwaini et al.

(2022), the term "electronic trust" is more widely used in the world of online

commerce e-trust; E-trust is a term that refers to customer trust in an online store,

and additionally, it states that to take through customers' trust, online sellers must

give them access to transparent, accurate, and comprehensive information that

will give them the impression that quality online services are a top priority.

As Ashghar and Nurlatifah (2020) state, you must first acquire the patrons'

trust. Marketing literature has acknowledged consumer trust as a crucial

component of successful commercial trading and the growth and management of

long-term relationships (Japarianto & Adelia, 2020). Consumers consider trust

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while considering whether to make an online purchase (Harun & Ayu Salmah,

2020).

Repurchase Intention, customers who are pleased with the products they

purchased and the services they received are more likely to return to the same

store (Javed et al., 2020). Furthermore, repurchasing at the same store is possible

if the customers have high trust (Rita et al., 2019). According to Kumar and Ayodeji

(2021), high customer satisfaction and trust will directly affect the customer's

intention to repurchase.

A customer's intention to repurchase in the context of online shopping is

influenced by various factors that come into play from the individual customer.

These factors include the customer's online buying experience, as well as direct

aspects of online purchasing and the specific features offered by the online

shopping platform. Key factors influencing repurchase intention include the

simplicity of use and the customer's trust in the vendors and the online buying and

selling sites themselves (Wiyata et al., 2020). For customers to recommend an

online shopping website to others, they must have a satisfying experience and

trust in the information provided by the website. Customer satisfaction and trust

influence their willingness to recommend the website to others (Loureiro et al.,

2018).

Word-of-mouth (WOM), the term "word of mouth," refers to a type of

communication in which customers share their personal stories and knowledge

about a good or service (Maria et al., 2019). Hence, our initial assumption is: Live

chat service-related pleasant feelings benefit positive word of mouth. Other

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customers who feel anxious or frustrated may feel that using live chat services puts

them in danger of losing out. Such feelings understandably reduce consumers'

intentions, behaviors, and propensity to buy or discuss goods or services,

especially online (Gemar et al., 2019).

In light of this, the following hypothesis is that Live chat service-related

unpleasant emotions negatively influence positive word-of-mouth. On the other

hand, Afthanorhan et al. (2019) stated that a customer or consumer who is pleased

with the products and services offered by a business will spread the word about it

and share their experiences with others. The influence of e-WOM, product quality,

and price on purchase decisions discovered that electronic word of mouth, product

quality, and some prices have a positive and negative impact helps to build and

develop purchasing decisions (Perkasa, 2020)

Site Revisit, according to a study by Chang (2022), which is a crucial aspect

of customer loyalty, can be defined as a personal commitment to return to a

website in order to repurchase a preferred product or service in the future. This

commitment is characterized by a consistent preference for a particular brand,

despite the potential influence of situational factors and marketing efforts that may

attempt to change consumer habits. Consumers nowadays are accustomed to

shopping and seeking information through social media platforms. As a result,

implementing campaigns or marketing strategies through social media is

considered a practical approach to building trust and fostering consumer intention

to make purchases or reuse existing services. This study also highlights that
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effective marketing via social media can restore consumer trust, thereby increasing

their intention to buy (Tong, 2020).

From the point of view of Rita et al. (2019), customers tend to use previous

experiences in decision-making for repetitive behavior; customers who are

pleased with their previous shopping experiences are more likely to engage in

repetitive behavior, such as coming back to websites. The findings align with the

statement made by Mannan et al. (2019), which suggests that customers'

decisions to revisit a specific place or website are influenced by their overall

experience and level of satisfaction. In the study context, customers' trust and

intention to repurchase in online shopping are influenced by e-service quality,

customer experience, satisfaction, and trust in the website. These factors are

crucial in shaping customers' decisions to revisit a particular online shopping

platform.

Theoretical Framework

The theoretical framework of a research study refers to the structure that

supports and informs the study's theory. It serves as a foundation for the research

by introducing and providing a comprehensive description of the theory that

explains the occurrence of the research problem being investigated.

Morgan and Hunt's (1994) Commitment-Trust Theory explain how l

relationships might be improved connections among parties involved in a trade.

The central premise of this theory revolves around the simultaneous adoption of

commitment and trust as integral foundational elements in establishing and

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maintaining business relationships between trading partners. Relationship

commitment refers to an entity that has lied about its existence; ongoing

connection to another body is valuable besides beneficial, motivating them to strive

for indefinite longevity concerning this matter. (Morgan & Hunt, 1994).

Simultaneously a consequence of enduring and satisfactory association between

two trading parties, relationship commitment arises, leading one party to believe

that no other trade partners could offer comparable advantages to those provided

by its current counterpart. This belief reduces the likelihood of the partner

transitioning to substitute trading events. (Dwyer et., 1987).

Customers who form a positive connection with an e-commerce retailer

often perceive significant barriers to switching, potentially leading to the cultivation

of commitment and trustworthiness for an extended period toward an internet

vendor (Amblee & Bui et al., 2011). Diverging from the value-based perspectives

that focus on providing immediate both material and immaterial benefits, the

viewpoint of society establishes a strong emphasis on fostering enduring

relationships in the middle of purchasers and merchants over the internet. As a

result, this perspective provides a more thorough explanation of satisfied

customers and repurchase rates. (Li et al., 2006)

Using many attributes is theoretically based on the principle of means-end

defines how customers asses belonging to them by consuming and absorbing

experiences using concrete and abstract methods objectives Gardial et al. (1994).

The theoretical foundation provided by Wilkie and Pressemier (1973) has many

attributes for understanding the quality of e-services. It is centered around client

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fulfillment (Mittal et al., 1998). Likewise, the standard of the services (Parasuman

et al., 1985) writings that each feature is related to a higher-order dimension in the

means-ends-chain theory; Every dimension has a higher-order, general summary

construct, like the quality of an e-service. As stated by the theory of means-end

chain of Gardial et al. (1994), consumers can assess their encounters in relation

to specific and actual events (on a per-attribute basis), whereby the latter, which

are comparatively more abstract, can subsequently be synthesized and connected

to higher-order dimensions Johnson (1984).

According to the researchers ' assessment of studies, the conceptual

foundation and descriptive accuracy of the Means-Ends-Chain Theory are vital in

an e-service scenario. As an illustration, buyers rate the experiences they have

had with food consumption with particular characteristics like "product choice,"

which can link to performance at a higher-level dimension like "website design,"

which has a connection to the quality of e-services, as well as related to significant

results like client fulfillment, client intents to behave (for example, repurchase

intents) (Mittal & Frennea, 2010)

Conceptual Framework

Blut (2016) conceptualized the independent variable in this study as E-

service Quality. This variable is assessed using the following indicators: website

design, customer service, and security/privacy.

According to its operational definition, website design refers to the

evaluations made by consumers regarding the appearance of the retail

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environment, layout, functionalities, and symbols on the website. These factors

influence how customers perceive the physical store (Setyaning & Nugroho, 2020).

As defined operationally, customer service refers to its positive effects on

organizational outcomes and customers' voluntary and sincere engagement. In

order to enhance and maintain customer engagement with their products or

services, organizations must make practical marketing efforts, such as providing

high-quality services (Prentice et al., 2018). Security/Privacy, as indicated by its

operational definition, is critical in establishing trust in online shopping websites.

Safeguarding users' privacy is of utmost importance for the progress of web-based

initiatives (Johnson, 2020).

The dependent variable in this study, Customers' Trust, was adapted from

Gounaris et al. (2010) and comprises three indicators: repurchase intention, word

of mouth, and site revisit. Repurchase intention is influenced by various factors

that arise from customers' online shopping experiences. These factors include

both direct aspects of online shopping and the specific features offered by the

online shopping site, such as the convenience of use and trust in sellers and the

online buying and selling platform itself (Wiyata et al., 2020). Word-of-mouth

(WOM) is a form of communication where customers discuss products or services

and share their experiences and information with others (Maria et al., 2019). Site

revisit refers to customers' tendency to make decisions based on their past

experiences when engaging in repetitive tasks. Positive buying experiences in the

past increase the likelihood that customers will repeat specific actions, such as

revisiting websites (Rita et al., 2019.)

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The conceptual framework, as depicted in Figure 1, illustrates the

correlation between the independent and dependent variables. Specifically, a

double-headed arrow connects the independent variable, e-service quality, to the

dependent variable, customers' trust. Indicates a direct relationship between e-

service quality and customers' trust in online shopping.

Independent Variable Dependent Variable

E-Service Quality Customers’ Trust

• Website Design • Repurchase

Intention
• Customer Service
• Word-of-Mouth
• Security/Privacy • Site Revisit

Figure 1: The Conceptual Model Showing the Direct Relation of Independent

Variable towards Dependent Variable

Significance of the Study

As a result of the study, the following will greatly benefit:

ABM Students. This study will benefit students by enhancing their online

purchasing experience with solid security and privacy protections and user-friendly

website designs, ensuring that personal data is protected, enabling safe payment

methods, and adopting open business practices. Further, it offers greater

convenience, time savings, better prices, online product reviews, and pages with

special sale items.

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Online Shoppers. The convenience, accessibility, and trustworthiness of

the purchasing experience can be improved with a well-designed website that

includes security and privacy protections, ultimately benefiting online shoppers.

Online Shopping Industry. The study's insights can have broader

implications for the online shopping industry. By recognizing the importance of e-

service quality factors and their impact on customers' trust, industry stakeholders

can work towards implementing best practices and standards to ensure a positive

and secure online shopping experience. These can contribute to the growth and

sustainability of the online retail sector.

Future Researchers. The study can serve as a basis for further research

and academic exploration into e-service quality and customer trust. It provides a

conceptual framework and operational definitions for critical variables, offering a

foundation for future studies and expanding the knowledge base in this area.

Definition of Terms

Definitions provide clear and specific meanings to terms used in a

study, allowing for a deeper understanding of the research. The following

terminology has been operationally defined to enhance the study's clarity and

comprehension.

Online Shopping is the process of purchasing services or goods from an

online store on the internet. Customers may explore online shops while sitting at a

computer or unwind in their homes.

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E-service Quality is a product or service from an online supplier; online

consumers can rate the service and the product to determine the e-service quality.

The options and feature mechanisms of the performance of the e-store also

depend on factors like website design, customer service, and security and privacy.

Customers' Trust is shown when they provide positive feedback and

depend on a supplier's services through an online store. Repurchase intention,

word-of-mouth, and site revisit are challenges that can appear if the seller gives

the customer a high level of assurance regarding their product and its terms and

conditions.

Website Design is the layout of an online business's content meant to

highlight its unique qualities and information while offering a user-friendly

experience with services like coupons and discounts and a simple purchasing

process.

Customer Service is the support offered to customers before, during, and

after they purchase and utilize products or services.

Security/Privacy is concerned with protecting personal identity, as

opposed to security, which is concerned with protecting customer data. Security

refers to information security and confidentiality dangers frequently associated with

online service and product purchases.

Repurchase Intention is to buy the same good or service from the same

online shop again.

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Word-Of-Mouth is a marketing strategy people use to convince friends and

other people to purchase goods from an online shop. Utilizing this unique and

creative marketing, businesses can increase income, attract new customers, and

strengthen relationships with current clients.

Site Revisit refers to a customer's intention to return to a particular website

after being satisfied with its products and services.

Chapter 2
METHODOLOGY

This chapter delineates the methodology employed in this study,

encompassing various aspects such as research design, research locale,

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population and sample, research instrument, data interpretation, data collection,

statistical tools, and ethical considerations.

Research Design

This study employed a quantitative research design, explicitly utilizing a

descriptive-correlational approach. A descriptive research design was considered

appropriate to determine the magnitude and nature of the relationship between

different variables (Shiu et al., 2009).

The researchers adopted a descriptive-correlational research design for this

study, given that its purpose was to explore the relationship between e-service

quality and customer trust in online shopping.

Moreover, this study can be classified as a non-experimental quantitative study

with a correlational design. It falls under this category due to the utilization of

numerical data, the absence of variable manipulation, and the primary objective of

establishing the relationship between two variables, precisely e-service quality and

customers' trust in online shopping.

Research Locale

This study was conducted at Tacurong National High School, Brgy. New Isabela,

located in the City of Tacurong, Province of Sultan Kudarat.

The survey was conducted among respondents who were Accountancy, Business,

and Management students from Tacurong National High School. The researchers

administered a comprehensive set of questionnaires to enthusiastic and willing

students, seeking their valuable insights and responses.

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Figure 2: The map of the research locale

Population and Sample

The respondents were chosen scientifically. Stratified random sampling

was used to select the respondents. The stratified random sampling approach

splits a population into discrete groups called strata based on similar traits. The

selection is made in such a way that it represents the entire population. Before

being drawn at random from the population, respondents will be divided into strata

(Boodie, 2018). The maximum number of students considered as respondents for

this study is 171. The first 75 respondents will be the Grade 11 ABM students,

which consist of 3 sections, thirty-five (35) respondents from ABM-Taylor, and

twenty-five (25) respondents from the remaining two sections, which are the ABM-

Drucker and ABM-Fayol. On the other hand, forty (40) respondents are from Grade

12 ABM-Porter, and twenty-six (26) respondents are from ABM-Pacioli.

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Furthermore, the remaining twenty (20) respondents are Grade 11 HUMSS

students of Tacurong National High School.

The researchers gathered the necessary data from Tacurong National High

School, and the study’s sample consisted primarily of the school’s ABM students

because that is where the researchers obtained the essential data. The

researchers can guarantee that the generated data is representative and pertinent

to their study by choosing a sample of students from which to collect data.

Choosing confident respondents can also be advantageous for the researchers

because it can reduce the likelihood that bias will influence their findings and

conclusions. The researchers took the initiative to choose the ABM students to

prevent sampling errors in their study because they were aware that choosing the

incorrect sample might result in sampling errors. Lee and Lin (2005) provide three

reasons why students were chosen as a sample for this study.

To begin with, students constitute a large share of internet users. Second,

students are similar to the online consumer demographic since they are more

youthful and knowledgeable than traditional consumers. Finally, including students

in this type of research minimizes the variation effect in web-based literacy.

Respondents can refuse to answer questions or withdraw anytime if they

are uncomfortable, intimidated, threatened, or fear physical, emotional, or

psychological.

From January to February of 2023, data was collected.

Research Instrument
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The study was created using data about customers' trust and the e-service

quality of online shopping. The survey questionnaires were adapted and

contextualized to correspond with the study's respondents. The test was revised

to meet better the Accountancy, Business, and Management students of Tacurong

National High School. The respondents are measured using the following Likert

scale:

Rating Description Interpretation

5 Strongly Agree
4 Agree
3 Moderately Agree
2 Disagree
1 Strongly Disagree
(The statement is always true)
(The statement is often true)
(The statement is sometimes true)
(The statement is seldom true)
(The statement is almost never true)

Data Interpretation

The survey on e-service quality used in this study was adapted from Blut (2016).

This instrument was specifically developed to assess e-service quality in online shopping,

focusing on three key dimensions: website design, customer service, and security/privacy.

The responses of the study participants were interpreted based on the following scale:

Range of Descriptive Interpretation

Means Level

4.20-5.00 Very High This implies that the e-

service quality of online
shopping is of exceptionally
high quality.
3.40-4.19 High This implies that the e-
service quality of online
shopping is excellent quality.
2.60-3.39 Moderate This implies that the e-
service quality of online
shopping is ordinary quality.
 22

1.80-2.59 Low This implies that the e-

service quality of online
shopping is mediocre quality.
1.00-1.79 Very Low This implies that the e-
service quality of online
shopping is low quality.

The survey on customers’ trust was adapted from Blut (2016). The

instrument is designed to measure the customers’ trust in online shopping

regarding repurchase intention, word of mouth, and site revisit. The responses of

the study participants were interpreted using the scale below:

Range of Descriptive Interpretation

Means Level
4.20-5.00 Very High The online shop is always
trusted.
3.40-4.19 High The online shop is frequently
trusted.
2.60-3.39 Moderate The online shop is
sometimes trusted.
1.80-2.59 Low The online shop is rarely
trusted.
1.00-1.79 Very Low The online shop is not
trusted.

Data Collection

The investigation involved the utilization of specific procedures to gather the

required data. To better understand the chosen study, the researchers initially
 23

distributed a validation sheet to the ABM Strand Head Teacher and two other

teachers with relevant degrees. After the validation process, the validators'

recommendations were implemented.

During the outline defense, all suggestions from the panelists were

gathered, and immediate revisions to the paper were made. Subsequently, the

researchers were given a letter to the principal, strand head, and other relevant

authorities, seeking permission to survey ABM and HUMMS students of Tacurong

National High School. To conduct a pilot test, the researchers gave questionnaires

to twenty (20) students from grade 11 HUMMS. After the pilot testing, the mean,

variance, and Cronbach's alpha were calculated. The results were accepted and

reviewed by the subject teacher, who then granted permission for the full-scale

implementation.

The researchers conducted a full-blast survey among eleventh-grade

students, specifically twenty-five (25) students from each section: the ABM-Taylor,

ABM-Drucker, and ABM-Fayol. Additionally, a full-blast survey was conducted

among twelfth-grade students, with thirty-eight (38) students from each section

ABM-Porter and ABM-Pacioli participating. In total, 171 questionnaires were

distributed and completed by the students.

Once the researchers completed the thorough analysis, they calculated the

mean, variance, and Cronbach's alpha values. These results were subsequently

approved by the subject teacher, who also assisted in identifying any correlations

between the variables studied.

 24

Statistical Tools

The statistical tools employed for the analysis and interpretation of the

questionnaire items were as follows:

Mean. This approach was utilized to assess and evaluate e-service quality

and customers' trust in online shopping among ABM students.

Pearson Product Moment Correlation. This approach was utilized to

determine whether there is a significant correlation between e-service quality and

customer trust in online shopping.

The researchers utilized the interpretation table of Pearson product-

moment correlation developed by Parvez Ahammad, as referenced in the study

conducted by Jaadi (2019), to interpret the correlation results obtained in their

research.

To identify the relationship between e-service quality and customers’ trust,

the Pearson correlation interpretation was used below:

Rating Interpretation

±0.91 – above Denotes high correlation, mark relationship.

±0.61-±0.90 Moderate correlation, denotes a substantial relationship.

±0.31-±0.60 Slight correlation, a definite but small relationship.

±0.00-±0.30 Low correlation, denotes a negligible relationship.

Ethical Consideration
 25

The researchers ensured compliance with all ethical principles and

standards throughout the study, following the study protocol review and standard

criteria. Specifically, they paid close attention to managing the population and data,

adhering to ethical guidelines and regulations.

Voluntary Participation. The respondents never feel obligated to

participate, regardless of any attempts to convince or deceive them to gain their

trust. Respondents in the study were not forced to participate; they did so at their

discretion. They have a choice of whether or not to participate. Respondents who

were willing to participate will be notified, while those who disagree with the terms

or decline will not be forced.

Confidentiality and Privacy. Personal data or private information collected

from the survey respondents is confidential. The researchers value and respect

the respondents' information and will keep it secure. The researcher included a

signed statement in the survey form. They notified the respondents of this study

that their information would be safeguarded and used solely for academic

purposes.

Informed Consent Process. In this study, the respondents are requested

to engage by acquiring consent, which is crucial to guarantee that individuals are

treated with respect by providing informed consent for voluntary action. With

permission from the approved authority channel, the study questionnaire will be

administered similarly.

Requirements. Only those who expressed their willingness to participate

were allowed to be included as respondents.

 26

Risk. The survey questionnaire was delivered to the respondents at the

beginning of the face-to-face classes. However, even face-to-face, the researchers

followed the health protocols to avoid such diseases because the respondents'

health was the priority.

Benefits. The benefits to the respondents include gaining insights into

saving time and effort through easy comparison of products and prices and

accessing a comprehensive source of conceptual and research literature for future

studies, enabling them to enhance their research and make the topic more

significant for future generations.

Plagiarism. There is no evidence that the researcher mistakenly studied

someone else as himself. All research sources must be appropriately identified

and credited to avoid accusations of plagiarism or irregularity. A plagiarism

detector will be used.

Fabrication. The study was based on some thorough and reliable

investigations. Rest assured that the researcher is not manufactured a plot from

the literature but instead offers the writers' thoughts based on their ideas and

understanding. Data or results were not manipulated in any way, and deliberate

misinterpretation of conclusions was avoided. References are cited, and the work

will be properly anchored.

Falsification. The study does not make false claims about particular data,

only to get it on paper.

Conflict of Interest (COI). Data collection methods that may give rise to a

conflict of interest have been omitted. The study remains unaffected by any
 27

secondary interests, focusing exclusively on the primary concerns, including the

well-being of the participants and the accuracy of the test outcomes.

Deceit. Respondents can be confident that the information they provide

does not cause them any harm. The researcher does not deceive or dishonestly

mislead the respondents.

Permission from Organization/location. After conducting the survey, the

researchers obtained written authorization from the local administrators where the

respondents are located and an authorization letter approved by the research

strand head, academic coordinator, research coordinator, and school principal.

Authorship. This research paper's authorship appropriately reflects the

unique involvement made by each individual in conducting and reporting the study.

It is acknowledged that the research adviser serves as a co-author. If any co-

author intends to utilize the study, they must obtain consent from all other co-

authors involved.

Chapter 3
RESULT AND DISCUSSION

In this chapter, the researchers present the results and discussions of the findings

obtained from the Accountancy, Business, and Management students regarding

e-service quality and customers' trust in online shopping. The researchers have

categorized the discussions into three primary sub-headings: Level of E-service

Quality, Level of Customers' Trust, and the significant relationship between E-

service Quality and Customers' Trust.

 28

Level of E-service Quality of Online Shopping

The results presented in Table 1 offer a comprehensive assessment of the

e-service quality in online shopping. The overall mean total of 3.91 suggests a high

level of e-service quality. This refers to indicates that the e-service quality of online

shopping is excellent. Each indicator contributes to this conclusion, with website

design receiving the highest mean total of 3.95, which denotes excellent quality.

The indicators of security/privacy achieved a mean total of 3.92, while customer

service obtained a mean total of 3.87, further confirming the excellent e-service

quality in online shopping.

Table 1. Level of E-service Quality

Indicator Mean Descriptive Level
Website Design 3.95 High
Customer Service 3.87 High
Security/Privacy 3.92 High
Overall Mean 3.91 High

The findings regarding e-service quality reflect the alignment between

customer expectations and the delivery of services. Previous studies, such as Tran

and Vu (2019) and Hariani and Sinambela (2020), have emphasized the

significance of e-service quality as a critical indicator of customer attitudes,

particularly customer satisfaction. Recent research has underscored the vital role

of e-service quality in shaping customer satisfaction. Observations indicate that

enhancing the quality-of-service increases customer satisfaction, whereas a

decline in service quality has the opposite effect (Darmawan, 2021). It emphasizes
 29

the importance for businesses to consistently improve their service quality to meet

customer expectations and uphold high levels of customer satisfaction.

Table 1.1 provides a comprehensive assessment of the e-service quality,

specifically of website design in online shopping, presenting the results of each

survey question. The overall mean score obtained is 3.95, indicating its excellent

quality. It implies that the website design in terms of e-service quality for online

shopping surpasses the excellent quality.

Table 1.1. Level of E-service Quality in Terms of Website Design

Questions Mean Descriptive Level
Q1. The website's design is aesthetically appealing and 4.16 High
visually engaging.
Q2. The website provides promotional vouchers or 4.00 High
endorsements.
Q3. The website is hassle-free while making a transaction. 3.91 High
Q4. The website's labels are clear and easy to 3.79 High
comprehend.
Q5. The purchase procedure was easy to follow. 3.92 High
Section Mean 3.95 High
The results indicate that e-service quality significantly influences the

dimensions of Website Design; according to Rasli et al. (2018), the readability of

content on a website plays a crucial role in shaping consumer behavior. When

consumers encounter information on a single page without scrolling, it is more

likely to influence their behavior. Additionally, when consumers are in a positive

mood and encounter attractive features on a website while making a purchase,

their emotional attachment to the interface and features contributes to a unique

experience. The overall design of web pages, including various sections such as

product descriptions, headings, and product images, plays a significant role in

 30

creating a unique and favorable experience for consumers and a distinctive and

positive experience for consumers (Sheth, 2020).

Table 1.2 provides a detailed evaluation of the customer service aspect

within the e-service quality of online shopping, presenting the results of each

survey question. The overall mean score obtained is 3.87, indicating it is high. It

implies that the customer service indicator in terms of e-service quality for online

shopping is excellent quality.

Table 1.2. Level of E-service Quality in Terms of Customer Service

Questions Mean Descriptive Level
Q1. The online shop offers a contact number for customers 3.92 High
to reach the seller or company.
Q2. The online shop provides responsive customer service 3.75 High
that is available 24/7.
Q3. The online shop seller/company communicates with the 4.00 High
customer in case of any issues or problems.
Q4. The online shop provides convenient options for 3.83 High
returning items, making the return process easy and hassle-
free for customers.
Q5. The online shop handles returned products with utmost 3.86 High
care and professionalism, ensuring that the items are
properly inspected, processed, and handled in accordance
with the established return policies.
Section Mean 3.87 High
This indicates that e-service quality has a significant impact on customer

service dimensions. Customer service has proven to be a crucial component in the

online purchasing process, according to the study of Rahi et al. (2022). As a result,

website developers must keep in mind that their websites must meet users'

expectations. Customers' preferences have significantly changed since the

relationship between the company and its customers has changed from traditional

retailing to online shopping and mobile commerce (m-commerce) (Bordoloi et al.,

 31

2018). The type of assistance required and personal experience influence

customers' preferences for service during the encounter. Factors such as

information about the item or service are considered for purchase, and their

psychological traits, such as extroversion/introversion, play a role (Lee et al.,

2020).

Table 1.3 provides a comprehensive analysis of the security/privacy aspect

within the e-service quality of online shopping, presenting the results of each

survey question. The overall mean total obtained is 3.93, indicating a high. Nigher

signifies that the security/privacy component in terms of e-service quality for online

shopping is excellent.

Table 1.3. Level of E-service Quality in Terms of Security/Privacy

Questions Mean Descriptive Level
Q1. I feel confident and secure in my transactions with 3.92 High
the online shop.
Q2. The online shop possesses security features that are 3.86 High
deemed satisfactory and meet acceptable standards.
Q3. The online shop ensures the protection of my online 3.92 High
payment information.
 32

Q4. The online shop ensures the safety and 4.00 High
confidentiality of my personal information.
Q5. The online shop safeguards the information 3.94 High
regarding my online shopping behavior.
Section Mean 3.93 High

This suggests that e-service quality significantly affects the security/privacy

dimensions. Research conducted by Alzaidi and Agag (2022) indicates that privacy

concerns are related to consumers' apprehension about potential harm resulting

from a lack of privacy regarding their personal information in the online

environment. This supports the findings of Makhitha and Ngobeni (2021), who

stated that security/privacy strongly influences customer behavior in online

shopping. Privacy concerns, in particular, reflect consumers' uncertainty about

potential risks associated with the lack of privacy regarding their personal

information online. Previous studies have also highlighted that customers' trust and

privacy concerns are crucial in shaping their purchase intentions (Jasper &

Pearson, 2022).

Level of Customers' Trust in Online Shops

The level of customers' trust is depicted in Table 2, with an overall mean

score of 4.00, indicating a high categorization. It can be inferred that customers

frequently trust online shopping. Furthermore, the specific indicators of customers'

trust were evaluated, with the highest mean score of 4.05 observed for repurchase

intention, categorized as high. This was followed by word-of-mouth with a mean

score of 4.02 and site revisit with a mean score of 3.93. These results highlight the
 33

frequent observation of customers' trust in the online shop among Accountancy,

Business, and Management students at Tacurong National High School.

Table 2. Level of Customers' Trust

Indicator Mean Descriptive Level
Repurchase Intention 4.05 High
Word-of-Mouth 4.02 High
Site Revisit 3.93 High
Overall Mean 4.00 High

The study revealed that all three indicators of customers' trust, namely

repurchase intention, word-of-mouth, and site revisit, positively impact customers'

trust. This finding aligns with the research conducted by Ashghar and Nurlatifah

(2020), which emphasizes the importance of establishing trust with customers.

Given that online services are intangible and difficult to evaluate compared to

physical stores, online customers tend to rely on recommendations from other

customers before making a purchase decision (Wu et al., 2018). Trust plays a

crucial role in the decision-making process of online consumers, as highlighted by

the study conducted by (Harun & Ayu Salmah, 2020).

Table 2.1 shows the level of customers' trust in repurchase intention in each

survey question resulting in an overall mean score of 4.05, which is a high

descriptive level. This means that customers repurchase intention in online

shopping is often trusted by the Accountancy, Business, and Management

students at Tacurong National High School.

Table 2.1. Level of Customers' Trust in Terms of Repurchase Intention

Questions Mean Descriptive Level
 34

Q1. I will make more purchases in the online shop with 4.35 Very High
good product quality and reviews.
Q2. I will re-purchase the product that is of good quality. 4.00 High
Q3. I will visit the online shop again to find some new 4.00 High
products.
Q4. I will recommend this online shop to my friends to 4.00 High
purchase from this shop.
Q5. I would add to my cart a product from this online 3.92 High
shop again.
Section Mean 4.05 High

The results suggest that Customers' Trust significantly influences the

Repurchase Intention dimensions. When customers are satisfied with the products

and services they receive, customers are more inclined to repeat purchases from

the same store (Javed et al., 2020). This highlights the importance of building and

maintaining customer trust in fostering long-term customer loyalty and

encouraging future repurchase behavior. Furthermore, repurchasing at the same

store is possible if the customers have high trust (Rita et al., 2019). Additionally,

Kumar and Ayodeji (2021) stated that a high level of customer satisfaction and

trust would directly affect the customer's intention to repurchase.

Table 2.2 shows the level of customer trust in terms of word-of-mouth in

each survey question resulting in an overall mean score obtained of 4.03, which is

a descriptive level that l is high. This means that word-of-mouth of customers in

online shopping is oftentimes trusted by the Accountancy, Business, and

Management students at Tacurong National High School.

Table 2.2. Level of Customers' Trust in Terms of Word-of-Mouth

Questions Mean Descriptive Level
Q1. I will recommend this online shop to others and 3.92 High
share positive feedback about it.
 35

Q2. I would highly recommend this online shop to 4.11 High

anyone seeking my recommendation.
Q3. I strongly encourage my friends and other people to 4.11 High
purchase items from this outstanding online shop.
Q4. I discuss the quality of the product I offer with my 4.11 High
friends or other people.
Q5. I will recommend this online shop to my friends and 3.89 High
other people because the shop has a rating of 4 stars.
Section Mean 4.05 High

This indicates that Customers' Trust has a significant impact on Word-of-

Mouth dimensions. Word-of-mouth refers to communication in which customers

share their stories and knowledge about a good or service (Maria et al., 2019).

Such feelings understandably reduce consumers' intentions, behaviors, and

propensity to buy or discuss goods or services, primarily online (Gemar et al.,

2019). On the other hand, Afthanorhan et al. (2019) stated that a customer or

consumer who is pleased with the products and services offered by a business will

spread the word about it and share their experiences with others. As per Gardial

et al. (1994), the means-ends-chain theory provides a theoretical foundation for

understanding how customers evaluate their consumption experiences. According

to this theory, customers assess their experiences by considering specific means

(such as product features or service attributes) concerning their broader and more

abstract objectives (such as personal goals or desired outcomes). Customers who

establish a positive association with an e-commerce retailer perceive substantial

obstacles to switching to other alternatives. This perception can result in the

development of long-term commitment and loyalty toward the online vendor

(Amblee & Bui et al., 2011).

 36

Table 2.3 presents the level of customers' trust related explicitly to site

revisit, as measured by each survey question. The overall mean score obtained is

3.93, indicating a high level of trust. This suggests that Accountancy, Business,

and Management students at Tacurong National High School often trust the site

revisit feature in online shopping.

Table 2.3. Level of Customers' Trust in Terms of Site Revisit

Questions Mean Descriptive Level
Q1. I will visit the online shop again to add some 3.96 High
products to my wish list.
Q2. Without a doubt, my next purchase will definitely 3.88 High
be from this exceptional online shop.
Q3 I will definitely check if this online shop has any 4.00 High
promotions or offers available
Q4. I will check new items from this online shop. 3.95 High
Q5. I will visit the online shop to rate my purchased 3.86 High
product after I received it.
Section Mean 3.93 High

The results suggest that Customers' Trust significantly influences the site

Revisit dimensions. The observation reveals that consumers actively engage in

shopping activities and seek information through social media platforms.

Therefore, utilizing social media for campaigns or marketing emerges as an

effective strategy to build trust and influence consumer intention to make repeat

purchases or reuse services. This indicates that effective marketing on social

media platforms can enhance consumer trust and subsequently increase their

intention to make purchases (Tong, 2020). Additionally, as Rita et al. (2019) stated,

customers often rely on past experiences when making decisions for repeated

behaviors. Customers who have had positive shopping experiences in the past are

more likely to engage in repetitive behaviors, such as revisiting websites. These

 37

findings support the statement made by Mannan et al. (2019) that customers'

previous experiences and level of satisfaction influence their decision to revisit a

specific place or website.

Significant Relationship between E-service Quality and Customers' Trust in

Online Shopping

Table 3 illustrates a significant relationship between e-service quality and

customers' trust in online shopping, as indicated by a computed R-value of 0.692**.

This value signifies a moderately positive correlation between the two variables.

Furthermore, the computed P-value of 0.01, which is lower than the predetermined

significance level of 0.05, leads to the rejection of the null hypothesis in this study,

which states that there is no significant relationship between e-service quality and

customers' trust. Therefore, the findings demonstrate that the e-service quality of

online shopping significantly influences customers' trust.

Table 3. Significant Relationship between E-service Quality and Customers' Trust

in Online Shopping

Category P-value R-value Significant

E-service Quality Moderately
vs P<0.01 0.692** Positive
Customers’ Trust Correlation
**. Correlation is significant at the 0.05 level (2-tailed)
The results suggest that e-service quality and customers' trust in online

shopping exhibit a significant relationship. Nurayni and Widiartanto (2019) support

this finding, highlighting that e-service quality strongly and positively impacts e-

trust among mobile application users. This aligns with Purnamasari's (2018) study
 38

on online retail, which demonstrated that e-service quality significantly influenced

e-trust in online shopping. Providing excellent e-service quality is crucial in instilling

a sense of safety and trust in customers, thereby enhancing customer trust. Trust

plays a vital role in business-customer interactions, fostering customer loyalty and

creating a favorable environment for online site engagement (Sihombing &

Berlianto, 2018).

Chapter 4
CONCLUSION AND RECOMMENDATION

Conclusion

• The level of e-service quality in online shopping among Accountancy,

Business, and Management students of Tacurong National High School is

 39

reported to be high. This implies that the e-service quality of online

shopping is perceived to be of excellent quality by the mentioned group of

students.

• The level of customers' trust in online shopping is high which means that

the online shop is oftentimes trusted by Accountancy, Business, and

Management students of Tacurong National High School.

• E-service quality in online shopping has a significant relationship with

customers’ trust among Accountancy, Business, and Management students

of Tacurong National High School.

Recommendation

Based on the result of the study, the researchers proposed the following

recommendations:

• The level of e-service quality is high. Thus, the researchers recommended

that user experience and usability be given top priority in e-service quality

website design, with an emphasis on developing a straightforward and

intuitive interface, streamlined navigation, and clear product information to

increase engagement and satisfaction.

• Regarding data, the researchers' primary focus will be on gathering

information that contributes to constructing a consumer profile. This profile

encompasses both personal data and behavioral data, although the latter

holds greater significance for this specific objective.

 40

• Based on the result of Customer Service, the researchers recommended

several key strategies to enhance the effectiveness of customer service for

online shopping. Firstly, it is crucial to prioritize responsiveness and

promptness in addressing customer inquiries and concerns. This can be

achieved by implementing live chat support or chatbot systems that provide

instant assistance. Additionally, establishing clear and user-friendly

communication channels, such as email, phone, and social media

platforms, can ensure customers easily reach out for assistance.

• To improve the current result of site revisit being the lowest, the researchers

recommended focusing on offering attractive promotions, showcasing new

items, and encouraging customers to rate their purchased products.

• Building and maintaining customer trust is crucial for online shops. The

company should prioritize efforts to establish a trustworthy image by

ensuring secure transactions, protecting customer information, and

providing reliable customer support. This can be achieved through

transparent communication, effective security measures, and proactive

handling of customer concerns.

• Continuous evaluation of e-service quality and customer trust is essential.

The online shop should regularly collect feedback from customers, monitor

key performance indicators, and make necessary improvements to

address any issues or concerns raised by customers.

 41

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