Universidad De Manila

Mehan Gardens, cor. A.J. Villegas St., Manila 1

Senior High School

“CUSTOMER SATISFACTION LEVEL OF GRADE 12 ABM STUDENTS

AT UDM USING THE SHOPEE APPLICATION”

A Study
Presented to the Faculty of the
Senior High School Department, Universidad de Manila

In Partial Fulfilment
of the Requirements in the Subject
Inquiries, Investigation, and Immersion

Adorna, Barbie
Anzures, Marianne P.
Bernardo, Keith Christian S.
Bravo, Ma. Regina D.
Calamaan Maria Antonette T.
Cortez, Frederick M.
Cuya, Allan Paulo U.
Depanes, Cyrene Lei M.
Galang, Rhyzen Sean S.
Gali, Bea Bianca M.
Villamiel, Lj R.

Sy 2022 - 2023
 Universidad De Manila
Mehan Gardens, cor. A.J. Villegas St., Manila 2
Senior High School

CHAPTER IV

Results and Discussion

This chapter presents the analysis and interpretation of data collected from

the questionnaire distributed to UDM Grade 12 ABM students. The data will be presented

in tabular form in accordance with the research questions that comprise the study's statement

of the problem.

LEGEND

Mean Range Verbal Interpretation

4.21 – 5.00 Highly Satisfied

3.41 – 4.20 Satisfied

2.61 – 3.40 Neither Satisfied nor Dissatisfied

1.81 – 2.60 Dissatisfied

1.00 – 1.80 Highly Dissatisfied

Table 2.0

Based on the table, the legend is correspondence to the mean range of the

respondents. It indicates that if the responses get the mean of 1.00 – 1.80, they are highly

dissatisfied, if 1.81 - 2.60, they are dissatisfied, if 2.61 - 3.40, they are neither satisfied nor

dissatisfied, if 3.41 - 4.20, they are satisfied, and if 4.21 – 5.00, they are highly satisfied.
 Universidad De Manila
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Senior High School

PROBLEM NO. 1: What is the level of customer satisfaction to Shopee in terms of:

1.1 Product Quality;

1.2 Price; and

1.3 Service Quality?

Table 3.1

Satisfaction Level of Grade 12 ABM Students in terms of Product Quality

Statement Mean Verbal Interpretation

1. The product quality meets my expectations. 3.97 Satisfied

2. The quality of the product in online shopping is very 3.93 Satisfied

good that I would consider purchasing it again.

3. Online shop offers with bad quality. 2.58 Dissatisfied

4. Online shop product quality is disappointing. 2.53 Dissatisfied

5. Online shopping offers many products with great 3.925 Satisfied

quality.

Weighted Average 3.387 Neither Satisfied nor

Dissatisfied

Table 3.1 presents the satisfaction result of grade 12 ABM students if the Shopee

application had satisfied the students in terms of product quality. The table shows the

statement with the highest mean of 3.97, which is "The product quality meets my

expectations." Meanwhile, the statement with the lowest mean of 2.53 is "Online shop

product quality is disappointing." This means that the students are not that satisfied with the
 Universidad De Manila
Mehan Gardens, cor. A.J. Villegas St., Manila 4
Senior High School

Shopee application in terms of product quality. However, Shopee can improve its product

quality with good products and ease of use influences the dimensions or indicators of

customer satisfaction in relation to subscription decisions. Overall, the grade 12 ABM

respondents are neither satisfied nor dissatisfied with the product quality Shopee has offered.

Table 3.2

Satisfaction Level of Grade 12 ABM Students in terms of Price

Statement Mean Verbal Interpretation

1. Online shopping offers products in a cheap 4.225 Highly Satisfied

price.

2. The first thing I look for when I’m shopping 4.408 Highly Satisfied

online is the price.

3. Online shopping does not affect my budget too 2.841 Neither Satisfied nor

much. Dissatisfied

4. Online shopping products are too expensive for 2.616 Neither Satisfied nor

me. Dissatisfied

5. Online shopping products are affordable. 3.958 Satisfied

Weighted Average 3.609 Satisfied

Table 3.2 presents the pricing satisfaction results from the Grade 12 ABM students'

questionnaire. The statement with the highest mean of 4.408 is "The first thing I look for

when I'm shopping online is the price," indicating that the majority of students are satisfied

with the pricing. However, "Online shopping products are too expensive for me," with a
 Universidad De Manila
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Senior High School

mean of 2.616, has the lowest satisfaction rating. It indicates that most of the students are

satisfied with the Shopee application in terms of price by its affordability, discount vouchers,

and reasonable pricing. Overall, the Grade 12 ABM respondents are satisfied with the pricing

offered by Shopee.

TABLE 3.3

Satisfaction Level of Grade 12 ABM Students in terms of Service Quality

Statement Mean Verbal Interpretation

1. Shopee has many available shipping options. 4.075 Satisfied

2. Customer service representative solved my 3.325 Neither Satisfied nor

problem in a short period of time. Dissatisfied

3. Shopee has fast delivery. 3.291 Neither Satisfied nor

Dissatisfied

4. The Website Application has high quality. 3.625 Satisfied

5. Shopee has many available payment options. 4.291 Highly Satisfied

Weighted Average 3.721 Satisfied

Based on Table 3.3, the result shows a satisfactory survey regarding service quality.

"Shopee has many available payment options." Having the highest rate with a mean of 4.291

shows that the customers are highly satisfied with the availability of payment options Shopee

has offered. Meanwhile, the lowest mean on the table is "Shopee has fast delivery," with the

mean of 3.291 indicating that the customers are neither satisfied nor dissatisfied with the
 Universidad De Manila
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Senior High School

time frame of Shopee delivery. Means, the availability of multiple shipping options, payment

options, and the high quality of the website application received high levels of satisfaction.

While there is room for improvement in areas such as fast delivery and problem-solving

time. Overall, the Grade 12 ABM students are "satisfied" with the quality of service offered

by Shopee.

TABLE 4

Satisfaction Rate of UDM Grade 12 ABM Students in Using Shopee

Statement Mean Verbal

Interpretation

The first thing I look for when I’m shopping online is 4.408 Highly Satisfied

the price.

Shopee has many available payment options 4.291 Highly Satisfied

Online shopping offers products in a cheap price. 4.225 Highly Satisfied

Shopee has many available shipping options. 4.075 Satisfied

The product quality meets my expectation 3.97 Satisfied

Online shopping products are affordable. 3.958 Satisfied

The quality of the product in online shopping is very 3.93 Satisfied

good that I would consider purchasing it again.

Online shopping offers many products with great 3.925 Satisfied

quality.
 Universidad De Manila
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Senior High School

The Website Application has high quality. 3.625 Satisfied

Customer service representative solved my problem in 3.325 Neither Satisfied nor

a short period of time. Dissatisfied

Shopee has fast delivery. 3.291 Neither Satisfied nor

Dissatisfied

Online shopping doesn’t affect my budget too much. 2.841 Neither Satisfied nor

Dissatisfied

Online shopping products are too expensive for me. 2.616 Neither Satisfied nor

Dissatisfied

Online shop offers with bad quality. 2.58 Dissatisfied

Online shop product quality is disappointing. 2.53 Dissatisfied

Weighted Average 3.572 Satisfied

Table 4 represents the ranking of each criterion that the Shopee application met for

UDM grade 12 ABM respondents. The table also indicates the criteria with the lowest means

that must be addressed in order to fulfill the customer's level of satisfaction. Overall, the

weighted mean in the table shows that students are satisfied with the Shopee app's product

quality, price, and service quality.

 Universidad De Manila
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Senior High School

CHAPTER V

Summary, Conclusion, and Recommendations

This chapter includes the review of the purpose of the study, summary of the results

and conclusions of the study and recommendations for further research and possible studies

are included in this chapter.

Summary of Findings

The data gathered from the distributed surveys of the respondents on the Level of

Customer Satisfaction shows as follows: satisfaction level in terms of product quality with a

mean of 3.387 and a neither satisfied nor dissatisfied satisfactory; satisfaction level in terms

of price with 3.609 and a satisfied satisfactory; satisfaction level in terms of service quality

with a mean of 3.721 and satisfied satisfactory; and satisfaction rate in using Shopee with an

overall mean average of 3.572 and a satisfied satisfactory.

Conclusion

After gathering data from 120 Universidad de Manila's Grade 12 Accountancy,

Business, and Management (ABM) students, the researchers concluded that the three

indicators, namely product quality, price, and service quality, have a significant positive

impact on customer satisfaction level when using the Shopee application.

Shopee's product quality, price, and service quality comply with the standards of its

customers, as the Grade 12 ABM participants are overall satisfied with the application.

However, there is still an opportunity for improvement, particularly in terms of the product

quality that Shopee provides, in order to attain higher levels of customer satisfaction. Based
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on the findings of the study, the students were most satisfied with the service quality. With

this, the researchers advise Shopee to improve and strengthen the factors influencing

satisfaction among students.

Recommendations

The following recommendations were made for this research study:

1. For Shopee, to oversee thoroughly the services offered and observe the market,

allowing them to recognize the ongoing trends to cater the needs and wants of the

customers. Also, to create an engaging strategy that constantly connects with the

customers, successfully resulting in fulfilling customer satisfaction.

2. Sellers provide good customer service that enhances the experience of the customers

that leads to improving the ratings of the shop so the customers will highly trust the

products and services they offer.

3. Customers continue sharing their valuable experiences on the said company's

products and services for improved performance and professional development.

4. Students need to upgrade their buying choices through carefully checking the seller's

ratings and product reviews that can fully enhance their experience as a customer.

5. For the future researchers, this study will serve as a future reference for those who

wanted to pursue and continue to investigate this study.

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Intervention Plan

This research intervention aims to improve customer satisfaction on the Shopee e-

commerce platform by addressing key factors that influence customer satisfaction, including

product quality, price, and service quality.

The intervention proposes a holistic approach that combines effective quality control

measures, competitive pricing strategies, and exceptional customer service practices. By

focusing on these aspects, Shopee aims to ensure customer satisfaction, foster loyalty, and

drive sustainable growth in the highly competitive e-commerce market.

In terms of product quality, Shopee should establish stringent quality control

measures, including supplier audits, product inspections, and quality certifications, to ensure

that products listed on Shopee meet or exceed customer standards. In 2022, Elizabeth

Wellington wrote an article stating the importance of implementing a feedback mechanism

for customers to report product quality issues, enabling prompt resolution and continuous

improvement.

On the other hand, competitive pricing strategies should be made by conducting

regular market research and price benchmarking to ensure that products listed on Shopee are

competitively priced. According to an article on 7 learnings entitled, “How dynamic pricing

works: data driven price optimization,” it is important to employ dynamic pricing algorithms

and data analytics to optimize pricing based on market demand, competitor pricing, and

customer preferences.

Shopee can improve service quality by investing in training programs for customer

service representatives to enhance their product knowledge, communication skills, and

problem-solving abilities. According to Bhattacharya (2022), e-commerce applications

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should implement a multi-channel customer support system, including live chat, email, and

phone support, to provide quick and efficient assistance to customers.

By adopting a holistic approach to product quality, pricing, and service quality,

Shopee can ensure customer satisfaction, drive loyalty, and gain a competitive edge in the e-

commerce market. This research intervention provides a comprehensive framework that

addresses key factors influencing customer perception. By implementing effective quality

control measures, competitive pricing strategies, and exceptional customer service practices,

Shopee can deliver a superior shopping experience that satisfies customers' expectations and

fosters long-term relationships.