National College of Science and Technology: The Problem: Rationale and Background

NATIONAL COLLEGE OF SCIENCE AND TECHNOLOGY
Amafel Building, Aguinaldo Highway, Dasmariñas City, Cavite 1

SENIOR HIGH SCHOOL DEPARTMENT
CHAPTER 1
THE PROBLEM: RATIONALE AND BACKGROUND
This chapter will show the background of the study, general objectives,
significance of the study, scope and delimitation and definition of terms that
the researchers uses in their study.
INTRODUCTION
The rapid boom of e-commerce is inflicting intense effects on
contemporary business world. The growth of e-commerce is still in an infancy
stage and the determinants to attract people towards online shopping. To
appraise and predict those immense impacts of ecommerce, it is important to
further improve our understanding of consumers' e-shopping behaviour. This
study focuses on the influences certain online shopping perceived benefits
namely convenience, price and wider selection towards customers'
satisfaction.
Online shopping is the process whereby consumers directly buy goods,
services etc. from a seller interactively in real-time without an intermediary
service over the internet. Online shopping is the process of buying goods and
services from merchants who sell on the Internet. Since the emergence of
the World Wide Web, merchants have sought to sell their products to people
who surf the Internet. Shoppers can visit web stores from the comfort of their
homes and shop as they sit in front of the computer. Consumers buy a
variety of items from online stores.
Customer satisfaction is defined as a measurement that determines how
happy customers are with a company’s products, services, and capabilities.
Customer satisfaction information, including surveys and ratings, can help a
company determine how to best improve or changes its products and
services. An organization’s main focus must be to satisfy its customers. This
applies to industrial firms, retail and wholesale businesses, government
bodies, service companies, non-profit organizations, and every subgroup
within an organization.
This research aims to determine demographic profile of the respondents who
are shop online that could help for this study. Find out the experiences of
consumers when shopping online that will gives appropriate information
regards on it. Online Shopping experiences have impacts on the satisfaction
level of the consumers. By conducting it, both consumer and sellers will
benefit for this study.

BACKGROUND OF THE STUDY
Nowadays, online shopping has been popular. Increasing members of
consumers who purchase online mostly goods or services by gather product
information and just for an enjoyment. In Online Shopping, it builds a good
relationship between the seller and the consumer in terms of their Product. It
makes Online Shopping patronize by everyone because of its conveniently
that everyone could do or afford. Consumers been purchased product based
on pictures, image, or even product information, not the actual experience or
the physical shopping, personally who been shopping in store. Based on
other studies, internet become globally phenomenon a lot of people use it.
So as the result people having diverse tastes an purposes are now going to
the web for information and to buy products. People purchase product
through online to provide their necessities.
Past studies on customer satisfaction are of the view that the concept
is context specific and varies depending in the situation. Customer
satisfaction evaluation might be different in various context even though they
are repeatedly purchasing the same product. This study is significant
because the online customer satisfaction is identified with the customers
online shopping experience. A clear understanding of customer online
shopping experience could help the online marketers to satisfy\y their needs
in an effective manner and can ensure satisfied and loyal customer base.
GENERAL OBJECTIVES AND STATEMENT OF THE PROBLEM
This study entitled "An Evaluative Study on Online Shopping
Experience and Satisfaction of Selected Consumer in Dasmariñas City
Cavite" the general objectives is to study the consumers experience and
satisfaction towards online shopping. Discuss and find out the satisfaction
level of the consumer for online purchase and evaluate the experiences of
the consumers while purchasing online.
Statement of the Problem
Nowadays online shopping become more popular than in- store
shopping. Online shopping can save time and money also buyers can order
any goods online and it will be delivered to their home. In determining the
experiences and satisfaction of the consumers towards online shopping. The
researcher presents the possible question that needed to be answer.
Answer the following questions:
1. What is the demographic profile of the respondents in terms of:
a. Name (Optional)
b. Age
c. Gender
2. What are the consumer satisfaction level in terms of quality and services
towards online shopping?
3. What are the experience of respondents in online shopping?
SIGNIFICANCE OF THE STUDY
Consumers
Past studies on customer satisfaction are of the view that the concept is
context specific and varies depending on the situation. Customer satisfaction
evaluation might be different in various contexts even though they are
repeatedly purchasing the same product. This study is significant because
the online customer satisfaction is identified with the customers‟ online
shopping experiences.
Seller
A clear understanding of customer online shopping experience could
help the online marketers to satisfy their needs in an effective manner and
can ensure satisfied and loyal customer base.

Future Researcher
The future researcher can use this study as their basis related on their
research. The possible result of this study can use as their guidelines or
reference for their research.
SCOPE AND DELIMITATION OF THE STUDY
The research study will be focusing on Online Shopping Experience and
Customer Satisfaction. Researchers are motivated to conduct this study
because nowadays online shopping is very popular. Also researchers want to
know the experience of every customer when they purchased online.
The researchers will choose selected people as their respondents in
Dasmariñas City Cavite to answer the questions that the researchers
prepared.
DEFINITION OF TERMS
E-commerce - refers to the buying and selling of goods or services using the
internet, and the transfer of money and data to execute these transactions.
- According to Reeves (2019), is just the process of buying and selling
produce by electronic means such as by mobile applications.
Customer satisfaction - a measurement we use to quantify the degree to
which a customer is satisfied with a product, service, or experience.
- According to sophia bernazzani (2019) Customer satisfaction is a critical
concept for customer success professionals to understand and live by, and
it's actually about more than a money-back guarantee
E-tailing - is the sale of goods and services through the Internet.
- According to J.P.Bharathi (2020) E Retailing was first developed in the
European countries .E-tailing is generally limited to passive, air ticketing and
other entertainment booking is designed in interactive system.
Retailer - is an intermediary or middleman that customers use to get
products from the manufacturers.
- According to Myaccountingcourse (2019) Retailers are the experts in
marketing, sales, merchandiser, inventory, and knowing their customers

Consumer behavior -is the study of how individual customers, groups or
organizations select, buy, use, and dispose ideas, goods, and services to
satisfy their needs and wants.
- According to kit smith (2016) Consumer behavior looks at how individuals
select and use products and services. Understanding consumers holistically
can be key to success.
Online merchants - who sells products or services exclusively over the
Internet.
- According to ecommerce - platform (2020) merchant can be a wholesaler
or a retailer, and the products can be sold from any one source to any other
source.
Customer profile - A set of customers that includes demographic,
geographic, and psychographic characteristics, as well as buying patterns,
credit worthiness, and purchase history.
- According to Gigi Devault (2020) Consumer profile is a description of a
customer, or a set of customers, based on the characteristics that they have
in common.
Product range - is a set of variations on a specific product made to appeal
to different market segments.

- According to CEOpedia (2019) Product range is the set of all types and
kinds of products offered to customers by the company or any of its units.
Customer retention - refers to the ability of a company or product to retain
its customers over some specified period.
- According to crazyegg (2019) customer retention definition in marketing is
the process of engaging existing customers to continue buying products or
services from your business.

CHAPTER 2
REVIEW OF RELATED LITERATURE
This chapter will show the related literature, related studies,
synthesis, and conceptual framework that the researchers use and
information that they gathered for their study.
RELATED LITERATURE AND STUDIES
Rapid e-commerce growth has led many retailers to transform their
market strategies and distribution channels, which has consequently
reengineered their relationship with consumers. As the retail context
transitioned to an online setting, customer experience developed a new set
of features. Initial investigations to identify critical Internet retail attributes
date two decades back and have successfully highlighted the points of
deviation from the offline retail setting. However, no consensus has yet been
achieved despite numerous attempts by researchers to list the core attributes
(Mathieson and Hoskins 1995; Zeithaml, Parasuraman, and Malhotra 2002)
An online store can be evaluated according to a range of widely used
variables – for example, a website’s ease of use, personalization, product
range, clarity of product information, prices in relation to other online
merchants, variety of shipping options, clarity of pricing, availability of the
desired product, order tracking, on-time delivery, product meeting

expectations, customer support features, overall look and design of site, and
customer retention that create different types of customer value and serve as
a baseline for the customer e-retail experience. (Burke 2002; Dholakia and
Zhao 2010; Jin and Park 2006)
Based on Lemon and Verhoef (2016), adopting a customer journey
perspective, to engineer customer experience becomes a challenging task in
the e-commerce context. Identifying and placing multiple touchpoints on a
customer journey map can be a problematic mission, as customer behavior
becomes less transparent when customers cannot be observed during their
interactions with a variety of touchpoints.
However, many retailers take advantage of big data and on-site behavior
tracking to monitor customer behavior and to build a precise customer profile.
In accordance with the change in the retail setting, customer behavior has
been redefined, triggering changes in customer satisfaction mechanisms
(Ballantine 2005; Bansal et al. 2004; Szymanski and Hise 2000).
Based on Pappas et al. (2014) the progression towards the evaluation
of online customer experience, rather than that related to a retailer or online
store, broadens the understanding of the processes that take place between
the retailer and the consumer. Online experience is a powerful factor in the
formation of customers’ perceptions and expectations regarding an e-retailer.

Multistage perspective research suggests that there is a strong link
between previous online retail experiences, self-efficacy, perceived effort,
perceived usefulness and ease of use. A combination of these elements and
their relationships form the customer behavior during the future experience
through retention and positive word of mouth and trust in the customer–
retailer relationship (Tong 2010).
Based on Trevinal and Stenger(2014) in the three decades of
research have contributed substantially to the understanding of the customer
e-retail experience, knowledge regarding the delivery processes in relation to
the e-retail experience is fragmented and rather limited. Initial investigations
regarding customer e-retail experience accepted the delivery process as an
important quality metric.
Jiang and Rosenbloom (2005) provide evidence that the level of
customer satisfaction can vary between the stages of online retail checkout
and after delivery, suggesting that delivery has an impact on overall
customer satisfaction. Three decades of research have produced a
fragmented and rather limited knowledge regarding the relationship between
delivery processes and the e-retail experience.
However, available findings reveal a link between the customer’s
perception of the online experience and their experience following a parcel’s

delivery. Reliable delivery has been named as sources of customer value in
e-commerce (Keeney 1999).
Factors such as on-time delivery, price, and total delivery have been
accepted as antecedents to customer satisfaction and loyalty to an e-retailer.
From the customer experience perspective, cognitive dissonance due to
delivery delay impacts customers’ perceptions of the online shopping
experience (Liao and Keng 2013).
According to Kranzbühler et al. (2018) customer experience state of
the art marketing envisions brand. This idea stems from a wide body of
knowledge regarding customer experience that has developed over recent
decades.
According to Holbrook and Hirschman (1982) who introduced the
concept of customer experience, suggested that customer perception of
value and price is responsible for only a fraction of customer behavior.
Instead, a holistic view of customer experience was proposed, which
comprised economic, physical, hedonic, symbolic, social, environmental, and
aesthetic factors.
According to Allen et al. (2005) and Kranzbühler et al.( 2018), in the
recent research findings led to the conclusion that customer experience is a
result of customer firm interaction and is thus partly subject to the customer’s
perception of a firm’s customer experience management output. This dyadic
perspective on customer experience creation is theoretically meaningful, as
the perception of experience outcomes between the firm and the customer
can vary significantly.
According to Frow and Payne (2007), a firm’s view of customer
experience is translated into a set of tools for achieving customer satisfaction
with the aim of developing customer loyalty and generating revenues for the
firm. According to Bitner, Ostrom, and Morgan (2008), that this view, as
suggested in previous studies, is usually based on the blueprint approach.
However, in the context of increasing market competition, customer
experience has been widely accepted as the source of competitive
advantage and lasting customer loyalty.
According to an industrial study, 80% of companies assumed that they
provided superior experience, while only 8% of customers agreed. In recent
years, this gap has been shrinking, as firms started perceiving customer
experience management as a path to customer satisfaction and slowly
started the transition to a ‘get out and look’ approach to understanding their
customers’ experiences. This issue has received broad attention in
academia, but the depth of understanding regarding customer experience
still varies between fields. Moreover, no reliable customer experience scales

have been developed, and those that are available have not yet proven their
value due to their recent development and limited applicability.
According to Zairi (2000), customer satisfaction has a positive effect
on an organization’s profitability. The more customers are satisfied with
products or services offered, the more are chances for any successful
business as customer satisfaction leads to repeat purchase, brand loyalty,
and positive word of mouth marketing. Customer satisfaction leads to repeat
purchases, loyalty and to customer retention. Satisfied customers are more
likely to repeat buying products or services. They will also tend to say good
things and to recommend the product or service to others.
In the other side, according to Kotler (2000), dissatisfied customers may
try to reduce the dissonance by abandoning or returning the product, or they
may try to reduce the dissonance by seeking information that might confirm
its high value.
According to Hansemark and Albinsson (2004) “satisfaction is an
overall customer attitude towards a service provider, or an emotional reaction
to the difference between what customers anticipate and what they receive,
regarding the fulfillment of some need, goal or desire”.

SYNTHESIS
Based on the literatures and studies that the researchers gathered it
stated that customers experience issues encounter while buying a product
through online. As the online shop or online market has no personal contact,
the high chances of easily fooled or cheating a customer. Some of the
customers are sensitive when it comes to shop online because of some issue
that may encounter through online. Shopping through online is less hassle as
consumers can buy things whenever they want and wherever they are
through online shopping. But all their experience is not always bad because
some of the customers satisfied to the product that they buy thru online.
Customer satisfaction is very important to those markets or shop in
online because if their customer was satisfied to their products that they will
patronized it and they will also endorse that shop to their other friends or
relatives so they choose and buy there. Customer satisfaction has a positive
effect to your shop because your customers will increase maybe daily and
the income will increase also. Offered more high quality product and services
so that more consumers will satisfied, the more chances to become
successful business, customer satisfaction can leads loyalty and to customer
retention.
CONCEPTUAL FRAMEWORK
CONSUMERS ISSUE
EXPERIENCE
SECURITY
ONLINE
SHOPPING
QUALITY
SATISFACTION
SERVICES
The rapid boom of online shopping that mostly people purchase
online. Online shopping provides all necessary product that customer needs
or wants in a easy way. In purchasing online there are experiences
encounter by the customer on what they feel while shopping online. Mostly of
it the customer issues about certain product that probably affects the attitude
of the customers. Another one to make the customer secure about their
money while shop online because it is important thing that online seller give a
best security to their customer that they deserve.
Providing good quality and services can give satisfaction to those
customers. Customer satisfaction is a marketing term that measures how
products or services supplied by a company meet or surpass a customer
expectation.
CHAPTER 3
METHODOLOGY
This chapter show the process and procedures that researchers will
make for this study. Presenting and discussing the research design,
population/respondents, sampling method, data gathering procedures and
statistical treatment of data that the researcher use in their study.
RESEARCH DESIGN
This research is an Evaluative study of online shopping experience and
satisfaction of consumer towards online shopping applied both qualitative and
quantitative research. An Evaluative research design evaluates information about
the online shopping experience and satisfaction of consumer in online shopping
through interview and survey. The researcher wanted to know those experiences
of the customers while shop online and also if they satisfied in terms of quality of
the product and the service provided.
POPULATION/RESPONDENTS
The researcher decided that the respondent would be the selected people
who shop online along Dasmariñas City, Cavite. The researcher chose 30
respondents that purchase and experience online shopping. By this the

respondent will answer the question prepared through survey and conducting
interview knowing the experiences and satisfaction of the consumer towards
online shopping. The researchers think that the consumer who purchase online is
suitable to be respondent and as the best contributor to this study.
SAMPLING METHOD
The Quota Sampling will use by the researchers in choosing their
respondents. The researcher probably chose their respondent who already
experienced online shopping. Apparently respondent consist of 30 along
Dasmariñas City Cavite area which can answer those question prepared.
According to the website Loyn(2015) quota sampling is a method for
selecting survey participants that is a non-probabilistic version of stratified
sampling.
DATA GATHERING PROCEDURES
The researchers make an approval letter in order to conduct a survey at
the same time an interview either inside the campus and outside along
Dasmariñas Cavite area so the researcher can ask their provided questions
towards to their respondents. After the letter was approve the researcher
can start in conducting survey and interview to the selected respondents in

order to have an idea in online shopping experience and satisfaction. The
researcher must explain about the topic of this study before the respondent
answer those questions. Then the researcher will evaluate and analyse
based on the answer of the respondents to find out the possible outcome of
this study. Through a statistical data the researchers need to interpret in
knowing the results of the study.
STATISTICAL TREATMENT OF DATA
Where:
N = number of pairs of scores
∑xy = sum of the products of the paired scores
∑x = sum of x scores
∑y = sum of y scores
∑x2 = sum of squared x scores
∑ y2 = sum of squared y scores
The researchers choose to use Pearson r because it will determine or to
measure how strong the relationship between the two variables and to find
their coefficient value.

CHAPTER 4
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This chapter will show the presentation, analysis and interpretation of data
gathered from the survey.
DATA ANALYSIS
SOP1. Demographic profile of the respondents
Table 1
Gender Number of Respondents
Female 20
Male 10
Table 1 shows that majority of the respondents are female consist of
twenty (20), while the rest are males consist of ten (10). It shows that mostly
of females patronize online shopping regarding in purchasing products. In
terms of the age, females in seventeen years old (17) has 8 respondents,
while in eighteen years old (18) has 10 female respondents and in nineteen
years old (19) has 2 female respondents. Shows that mostly of the female
respondents were in legal age. In the age of males, in seventeen years old
(17) has 2 male respondents, and lastly in eighteen years old (18) has 8. It
also shows males in a legal age was purchasing in online.

Age
14
12
10
0
17 18 19
Female Male
Figure 1
Figure 1 shows that mostly on our respondents are female with the age
of 17,18 and 19 years old while we have some male respondents in age of
17 and 18 years old.
SOP2. The experiences of respondents in Online Shopping
Table 2
Questions Answers
1. What can you say about online Participant 1
shopping? It is convenient or not?

Online shopping is convenient in
some factors. It is convenient in
terms of time because it only takes
up lesser time than conventional
shopping. Although, it is not
convenient for the quality of the
products because you can only
examine it virtually.
Participant 2
Online shopping is convenient
because it is easy to buy or

purchase products there, when it
comes to time online shopping is
convenient because it’s not
consume tpo much time.
Participant 3
Online shopping makes my life
easier, and its very convenient.
Participant 4
Online shopping is easy way to
transact items that you don’t need
to go to the mall, and as a lazy
person it is very convenient to me.
Participant 5
It is convenient because this day
people they haven’t time just went
to mall or supermarket so that it
easy for them to purchase product
that they needed.
2.What are the things you Participant 1

encountered in online shopping? Picture posted by the seller isn’t
really what they are selling. They
will use other people’s picture to
encourage the viewers about what
they are selling, but it is not the
same when the product is shipped
to you. Quality is comprised.
Participant 2
Wrong product and sometime
time of delivery.
Participant 3
By the conveniency of online
shopping sometimes I
encountered not so good seller
about communicating towards to
their customer.
Participant 4
There’s a lot, but this moment I’ll
never forget is to receive a wrong

item so when I’m gonna return it, I
have to go to the nearest LBC to
return it then refund it. But I have
no will to face other people if just
to accept it.
Participant 5
I encountered wrong delivery and
also not follow the exact date of
the delivery of my product.
3.How was your experience in Participant 1
terms of quality and services in

It was not that bad, it was not
online shopping?
very good either. But regardless, I
still use it until now.
Participant 2
Not bad because before I
purchase I read the reviews first.
Participant 3
Satisfying.
Participant 4
I claim it that items from online
shopping are low quality because
of the price are low.
Participant 5
Mostly of the product that I
ordered was in good quality in
online shopping but sometimes of
the product have problem or
damage.
In this Table 2, It shows that online shopping was patronize by a large
number of people. Although online shopping was convenient based on the
experiences of the respondents. A lot of factors such as it makes our life
easier in terms of buying of product because it is not consuming too much
time. Also they experience problems in terms of the quality of product.
Another problem that they experience was the services, it was very slow
services they had and when the product was arrive it was not in a good
condition sometimes the product that arrive in your house was wrong
delivery. But some are satisfied on what they experience, just always read
review first from others before purchasing it
Table 2.1
Statement Weighted Mean Interpretations
1. Did you experience 1.53 YES
receiving a wrong
product?
2. Do you encounter 1.43 YES
that your order didn’t
arrive at all?
3. Do you feel that 1.57 YES
your online payment
is secured?
4. Are you 1.80 YES
experiencing a very
slow delivery?
5. Did you experience 1.60 YES
receiving a bad
condition product like

it has a damage?
GRAND MEAN 1.59 YES
Table 2.1 shows that among 30 respondents who answered the
survey have the different experiences towards online shopping. In question
number 1 the respondents are experienced the receiving a wrong product
from the seller with the answer of 16 over 14. In question number 2, some of
the respondent are not experienced, where their purchased product didn’t
receive the product at all with the answer of 17 over 13. In the question
number 3, majority of the respondents feel secured in terms of payment in
online with the answer of 17 over 13. While in the question number 4, among
of the respondent are experience a very slow delivery with the answer of 24
24 over 6. Lastly, in question number 5, more than a half of respondents
received a bad condition of product that has a damage with the answer of 18
over 12. Majority of the respondent experience those struggles with the total
weighted mean of 1.59.

Experience
2
1.8
1.6
1.4
1.2
1
0.8
0.6
0.4
0.2
0
QUESTION 1 QUESTION 2 QUESTION
WEIGHTED 3
MEAN QUESTION 4 QUESTION 5
Figure 2
Figure 2 shows that in the graph question number 4 is the highest and
based on the question it says that they experienced a very slow delivery.
SOP 3. The satisfaction of the consumers in terms of quality and
services towards online shopping.
Table 3
Questions Answers
4.If you are going to rate your Participant 1: Satisfied
satisfaction level. How was it?

Participant 2: Satisfied
Participant 3: Neutral
5.Based on question 4, What was Participant 1
your reason?
Satisfied, because I may be
somehow disappointed because I
expect too much from it. Still, the
delivery was on time and the
product is working its job.
Participant 2
Also based on my answer on
number 3 it was not bad to
purchase online.
Participant 3
Its neutral, because some of the
seller is not that good enough
about communication to the

customer.
Participant 4
There is a lot disappointment
and either satisfied just choose
wisely and smartly when having
things from online shopping.
Participant 5
Neutral because the online
shopping here in the Philippines is
not that organized, there has a
problem and defect when their
products arrive like the product
that they deliver to me.
Table 3 shows that out of five, two of the respondents are satisfied
while the three are neutral on their satisfaction level. Some of the reasons
are they feel disappointed of the product that they received because they
expect too much. Some of the sellers are not good on having a
communication with their customers that can lead to a misunderstanding.

Still, the customers who had a good experience continued to purchase
online.
Table 3.1
Statement Weighted Mean Interpretation
6. Do you think 1.67 YES
shopping in online
can meet your
satisfaction?
7. Are you satisfied in 1.60 YES
their product
delivery?
8. Are you satisfied 1.53 YES
with their services?
with the quality of
goods you received?
with the quality
information provided
by online shopping?
GRAND MEAN 1.63 YES

Table 3.1 shows the satisfaction of the respondents in online
shopping. Online Shopping can meet our satisfaction based on the
respondents answered with the number of answers 20 over 10. More than
half of the respondent answered in question number 7 are satisfied in the
delivery of product with the answer of 18 over 12. Out of 30 respondents, 16
participants are satisfied with services provided. While in question 9, the
respondents satisfied with the quality of goods, that they been purchased
with the answer of 17 over 13. Lastly, in the question number 10 among of
the respondents are been satisfied based on the quality information of
product that offer online. The respondents are satisfied with the total
weighted mean of 1.63.
SATISFACTION
1.8
1.75
1.7
1.65
1.6
1.55
1.5
1.45
1.4
QUESTION 6 QUESTION 7 QUESTION 8 QUESTION 9 QUESTION 10
WEIGHTED MEAN
Figure 3
Figure 3 shows that most of the respondents agreed on the questions
number 6 & 10. They meet their satisfaction level based on their answers.
CHAPTER 5
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION
This chapter will show the summary of findings, conclusion and
recommendation after the researchers analyze and interpret the data.
SUMMARY OF FINDINGS
Mostly of the respondents are females with the age of 18 years old who
purchase online while male respondent has least number who purchase
online.
This study conducted an interview with the selected participants. Among of
the participants encountered different struggles. They say that online
shopping is convenient in terms of the time and easily to purchase product.
Based on the participants already been faced different problem in comes of
product itself and the services in terms of the delivery. They also say that
based on their personal experiences online shopping is not really bad that
there is the time who will encounter the low quality of product but some
received good quality of product because they just read first before purchase.
Even though they experience those possible problem they still uses it until
now and it is satisfying.
On the survey result about experience, majority of the respondent
encountered a slow delivery of product so that can affect to their satisfaction,
the second one is about the product that has damage that they received
when they order in online. The next one is mostly of respondent feel safe and
secured about their payment in online. Then they also experience in
receiving a wrong product and lastly, some of the respondents encounter
where their product purchase was not arrived at all.
In comes with the satisfaction of the respondent towards online shopping,
majority of the respondent rate their satisfaction level is neutral where online
shopping is good or bad based on their experience and the rest is satisfied.
Mostly of their reason is have problem in the seller which is not good in
communicate with their customers and they feel disappointed just because
receive low quality of products. Some are satisfied regards on what they
been encountered because they receive it on time and the product purchase
is still work.
The result of the survey about satisfaction of the respondents in online
shopping. Majority of the respondents are satisfied with the quality
information provided by the online shopping which shows that through that
customers encourage to purchase product based on what they read and the
second one, based on the perception of the respondent online shopping can
meet our satisfaction in terms of product provided to their customers. Then
next is satisfied with the product delivery because they will just wait until the
time of delivery. Lastly, some of the respondents satisfied regarding with the
services provided by the seller because of some reason where other feels
unsatisfied.
CONCLUSION
The demographic profile of the respondents is female and male they’re
both purchases in online shopping with age of 17 to 19 years old.
Online Shopping is truly convenient based on over all response of the
respondents. It easy to transact items and purchase needed product that
didn’t consume too much time. Regarding in the services, a lot of cases
where the delivery was too slow and some have a good enough in
communication skills with their customers by this it can lead to conflict. In
over all respondent agree that they have been encountered those cases
regards on the quality of product and services in online shopping. The late
delivery of product, received a wrong product and mostly received low quality
of product just because its too cheap so that can everyone purchase.
Majority of the respondents feel secured about their payment in online.
Online shopping can meet our satisfaction based on what they
experience. The respondents satisfied in the services in online shopping
because it will just wait and less effort to go personally just to buy that
product. In terms with the product itself, majority of the respondents are
satisfied with the quality of goods, the seller make sure to give the best for
their customer. Majority of the respondents encourage with the quality
information that provided about the product.
RECOMMENDATION
Online Shoppers must read this research, it can help them to have an
additional information, where they can gather. Through this research having
a knowledge on different perspective of people based on their experience
towards online shopping and how they affects on their satisfaction level in
their purchase provide.

Online Shoppers need to know this study to have an advance
knowledge based on others personal experience to avoid any conflicts and
prevent those struggles that others been already encountered. It will serve as
a guide to have great experience in online shopping.
This research is recommended to those online sellers, to have a clear
understanding in online shopping experience could help them to ensure that
the customers are satisfied. It will help them to have a competitive edge
against competitors and to improve more to provide a good quality product
and services.
The finding of this study will serve a source of relevant and accurate
information to the future researchers that serve as guide or basis that relates
on their studies. It is useful for them to make their study easier.

BIBLIOGRAPHY
Hamza, V. K. & Saidalavi, K. (May 2014)
https://www.questia.com/library/journal/1P3-3333088491/a-study-on-online-
shopping-experience-and-customer
Yulia Vakulenko., et.al (June 2019)
https://www.tandfonline.com/doi/full/10.1080/09593969.2019.1598466#_i4
Aurella Michaud-Trevinal., et.al (July 2015)
https://www.researchgate.net/publication/280156599_The_online_shopping_
experience_OSE_Towards_the_development_of_a_four-
order_hierarchical_model
Alex Brikett (2018)
https://www.hubspot.com/customer-satisfaction
According to sophia bernazzani (2019)
https://blog.hubspot.com/service/what-is-customer-satisfaction
Marshall Hargrave (2019)
https://www.investopedia.com/terms/e/electronic-retailing-e-tailing.asp
Smriti Chand (2014)
http://www.yourarticlelibrary.com/marketing/market-segmentation/consumer-
behaviour-meaningdefinition-and-nature-of-consumer-behaviour/32301
According to ecommerce - platform (2020)
https://ecommerce-platforms.com/glossary/merchant
According to crazyegg (2019)
https://www.crazyegg.com/blog/customer-retention/
Kit Smith (October 2016)
https://www.brandwatch.com/blog/how-understand-influence-consumer-
behavior/
According to Reeves (2019)
https://ecommerce-platforms.com/glossary/ecommerce
According to Myaccountingcourse (2019)
https://www.myaccountingcourse.com/accounting-dictionary/retailer
Holmstrom,J.(1997)
https://ceopedia.org/index.php/Product_range
APPENDICES
APPENDIX A
Letter to conduct survey

APPENDIX B
Interview Result
1. What can you say about online Participant 1

shopping? It is convenient or
not? Online shopping is convenient in
some factors. It is convenient in
terms of time because it only takes
up lesser time than conventional
shopping. Although, it is not
convenient for the quality of the
products because you can only
examine it virtually.
Participant 2
Online shopping is convenient

because it is easy to buy or purchase
products there, when it comes to time
online shopping is convenient
because it’s not consume tpo much
time.
Participant 3
Online shopping makes my life

easier, and its very convenient.
Participant 4
Online shopping is easy way to

transact items that you don’t need to
go to the mall, and as a lazy person it
is very convenient to me.
Participant 5
It is convenient because this day

people they haven’t time just went to
mall or supermarket so that it easy
for them to purchase product that
they needed.
2.What are the things you Participant 1

encountered in online shopping?
Picture posted by the seller isn’t
really what they are selling. They will
use other people’s picture to
encourage the viewers about what
they are selling, but it is not the same
when the product is shipped to you.
Quality is comprised.
Participant 2
Wrong product and sometime time

of delivery.
Participant 3
By the conveniency of online

shopping sometimes I encountered
not so good seller about

communicating towards to their
customer.
Participant 4
There’s a lot, but this moment I’ll

never forget is to receive a wrong
item so when I’m gonna return it, I
have to go to the nearest LBC to
return it then refund it. But I have no
will to face other people if just to
accept it.
Participant 5
I encountered wrong delivery and

also not follow the exact date of the
delivery of my product.
3.How was your experience in Participant 1

terms of quality and services in
online shopping? It was not that bad, it was not very
good either. But regardless, I still use
it until now.
Participant 2
Not bad because before I purchase

I read the reviews first.
Participant 3
Satisfying.
Participant 4
I claim it that items from online

shopping are low quality because of
the price are low.
Participant 5
Mostly of the product that I ordered

was in good quality in online
shopping but sometimes of the
product have problem or damage.
4.If you are going to rate your Participant 1: Satisfied

satisfaction level. How was it?
Participant 2: Satisfied
5.Based on question 4, What was Participant 1

your reason?
Satisfied, because I may be
somehow disappointed because I
expect too much from it. Still, the
delivery was on time and the product
is working its job.
Participant 2
Also based on my answer on

number 3 it was not bad to purchase
online.
Participant 3
Its neutral, because some of the

seller is not that good enough about
communication to the customer.
Participant 4
There is a lot disappointment and

either satisfied just choose wisely
and smartly when having things from
online shopping.
Participant 5
Neutral because the online

shopping here in the Philippines is
not that organized, there has a
problem and defect when their
products arrive like the product that
they deliver to me.
Survey Result
Survey Question YES NO
1. Did you experience 16 14

receiving a wrong
product?
2. Do you encounter 13 17
that your order didn't
arrive at all?
3. Do you feel that your 17 13

online payment is
secured?
4. Are you experiencing 24 6

a very slow delivery?
5. Did you experience 18 12

receiving a bad
condition product like it
has a damage?
6. Do you think 20 10
shopping in online can
meet your satisfaction?
7. Are you satisfied in 18 12

their product delivery?
8. Are you satisfied with 16 14

their services?
9. Are you satisfied with 17 13

the quality of goods you
received?
10. Are you satisfied 23 7

with the quality
information provided by
online shopping?
Curriculum Vitae
Personal Data
Name: Margallo,Jessa Leoveras
Address: Purok 2, Biga I, Silang,Cavite
Mobile Number: 09465725113
Date of Birth: July,26,2000
Place of Birth: Silang,Cavite
Marital Status: Single
Email: jessamargallo26@yahoo.com
Education
Elementary
Biga Elementary School 2014
Junior High School

Emilia Ambalada Poblete National High School 2018
Senior High school
National College of Science and Technology Senior

High School 2020
Achievements
Grade 6 - Top 6
Grade 11- With Honor
Grade 12- With Honor (2nd Sem)
Personal Data
Name: Ebido, Roshiela V.
Address: Malagasang 1-f, Green Estate Imus City, Cavite
Mobile Number: 09214033266
Date of Birth: October 12, 2000
Place of Birth: Malibay Pasay City
Marital Status: Single
Email: Roshielaebido12@gmail.com
Education
Elementary
Tigaon Central Pilot School 2014

Junior High School
General Emilio Aguinaldo National High School 2018
Senior High school
National College of Science and Technology Senior High School 2020
Achievements
Grade 7 - Top 5
Grade 8 - Top 7
Grade 9 - With honor

National College of Science and Technology: The Problem: Rationale and Background

Uploaded by

Copyright:

Available Formats

National College of Science and Technology: The Problem: Rationale and Background

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

National College of Science and Technology: The Problem: Rationale and Background

Uploaded by

Copyright:

Available Formats

NATIONAL COLLEGE OF SCIENCE AND TECHNOLOGY

Amafel Building, Aguinaldo Highway, Dasmariñas City, Cavite 1

THE PROBLEM: RATIONALE AND BACKGROUND

the researchers uses in their study.

The rapid boom of e-commerce is inflicting intense effects on

contemporary business world. The growth of e-commerce is still in an infancy

stage and the determinants to attract people towards online shopping. To

appraise and predict those immense impacts of ecommerce, it is important to

further improve our understanding of consumers' e-shopping behaviour. This

study focuses on the influences certain online shopping perceived benefits

namely convenience, price and wider selection towards customers'

Online shopping is the process whereby consumers directly buy goods,

services etc. from a seller interactively in real-time without an intermediary

variety of items from online stores.

Customer satisfaction is defined as a measurement that determines how

happy customers are with a company’s products, services, and capabilities.

Customer satisfaction information, including surveys and ratings, can help a

company determine how to best improve or changes its products and

services. An organization’s main focus must be to satisfy its customers. This

applies to industrial firms, retail and wholesale businesses, government

bodies, service companies, non-profit organizations, and every subgroup

This research aims to determine demographic profile of the respondents who

consumers when shopping online that will gives appropriate information

regards on it. Online Shopping experiences have impacts on the satisfaction

benefit for this study.

BACKGROUND OF THE STUDY

Nowadays, online shopping has been popular. Increasing members of

consumers who purchase online mostly goods or services by gather product

information and just for an enjoyment. In Online Shopping, it builds a good

makes Online Shopping patronize by everyone because of its conveniently

that everyone could do or afford. Consumers been purchased product based

on pictures, image, or even product information, not the actual experience or

the physical shopping, personally who been shopping in store. Based on

through online to provide their necessities.

is context specific and varies depending in the situation. Customer

satisfaction evaluation might be different in various context even though they

are repeatedly purchasing the same product. This study is significant

because the online customer satisfaction is identified with the customers

online shopping experience. A clear understanding of customer online

GENERAL OBJECTIVES AND STATEMENT OF THE PROBLEM

This study entitled "An Evaluative Study on Online Shopping

Experience and Satisfaction of Selected Consumer in Dasmariñas City

Cavite" the general objectives is to study the consumers experience and

the consumers while purchasing online.

Statement of the Problem

Nowadays online shopping become more popular than in- store

experiences and satisfaction of the consumers towards online shopping. The

researcher presents the possible question that needed to be answer.

Answer the following questions:

1. What is the demographic profile of the respondents in terms of:

towards online shopping?

3. What are the experience of respondents in online shopping?

SIGNIFICANCE OF THE STUDY

context specific and varies depending on the situation. Customer satisfaction

evaluation might be different in various contexts even though they are

repeatedly purchasing the same product. This study is significant because

the online customer satisfaction is identified with the customers‟ online

A clear understanding of customer online shopping experience could

can ensure satisfied and loyal customer base.