FACTORS THAT INFLUENCE CUSTOMER SATISFACTION IN SHOPEE USERS AMONG

RESIDENTS OF EASTWOOD GREENVIEW, BARANGAY SAN ISIDRO, RODRIGUEZ, RIZAL

A Quantitative Research presented to the faculty of Holy Face of Jesus Lyceum of San Jose Inc.,
Rodriguez, Rizal

In partial fulfillment of the requirements for Practical Research 2

By:

Grade 12 Accountancy, Business, and Management Strand - Newton

GROUP 6

Amor, Aldrin T.

Calulot, Jovelle M.

Gidor, Scyrell Kaye T.

Nobleza, Jellymae H.

Nodado, Princess Leeona Ivane

Nuñez, Micah Ella O.

Placio, Sandra B.

2023
 CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

This chapter presents the introduction, background of the study, statement of the problem, the
significance of the study, and its scope and delimitations.

Introduction

“The first step in exceeding your customer’s expectations is to know those expectations.”

- Roy H. Williams

In our generation, online shopping is deeply ingrained into many people's day-to-day lives;
customers can purchase items from the comfort of their own homes or workplaces. Online shopping
allows them to shop 24/7 and it can also save time for both the buyer and retailer, reducing phone
calls about availability, specifications, hours of operation, or other information easily found on
company and product pages.

One of the most famous apps for online shopping in the Philippines where you can buy
whatever you want is Shopee. There are many, if not millions of online sellers and retailers on this
platform. Some shops sell clothing, make-up, kitchen items, gadgets, school supplies, electronic
appliances, work equipment, and many other things that can be used at work, school, or home.

For shopping platforms like Shopee, many different factors can contribute to their success.
One of the most significant key factors these platforms need is to get a customer’s satisfaction. As a
customer, it is important for us to be satisfied with the product we buy, not only because is it our right
as consumers but also because satisfaction is the ultimate reaction we all aim for when we buy a
product from a certain business or company.

According to the Republic Act No. 7394, The Consumer Act of the Philippines, customers are
entitled to the basic rights of consumerism. These include protection against health and safety
hazards, the right to information, the right to choose, the right to representation, and the right to
redress. The conditions set by the Consumer Act are there to provide customers and consumers the
satisfaction they deserve. Only when their customers are satisfied do these platforms, businesses,
and companies gain their customers' full support.

Philip Kotler (2000), an American marketing consultant, defines customer satisfaction as a

“person's feeling of pleasure or disappointment, which results from comparing a product's perceived
performance or outcome against his or her expectations.” Filipinos have a habit of comparing the
things they purchase. Even if there are many sellers in a certain online shopping platform, if only at
least one of them provides a generally disappointing service, the customers would most likely
compare that platform to other existing ones. That's why sellers, retailers, businesses, or company
owners should know what makes their customers satisfied to want to stay with them.

Knowing what makes the customers satisfied is a great contributor to the success of online
shopping platforms like Shopee. It determines how the platform takes very good care of its customers
and how important their feedback is to the improvement of the company.

This research paper will tackle what factors influence or contribute to the customer satisfaction
of Shopee users from the residents of Eastwood Greenview Barangay San Isidro, Rodriguez, Rizal.
Background of the Study

Online shopping has become a popularized way of ordering products or services ever since the
creation of the Internet. Michael Aldrich (1979) is an English inventor who invented the very first form
of e-commerce which is known as electronic shopping. It allowed online transactions to be made
between customers and businesses, and even transactions from businesses to other businesses. The
creation of the World Wide Web by Tim Berners Lee created the platform necessary for the growth
and flourishing of e-commerce.. In the mid-1990s, online shopping platforms like Amazon and eBay
which was called AuctionWeb at the time began as e-commerce platforms, and are now among the
largest corporate entities in the world. Ever since then, online shopping has been a great alternative
for purchasing for people around the globe. During the COVID-19 pandemic, online shopping
platforms became the de facto way of purchasing goods due to restrictions in work and human
contact.

In the Philippines, online shopping is very popular. The country has faced many lockdowns
during the pandemic and this gave rise to certain online shopping platforms to take advantage of the
situation. One of the many platforms that became renowned is Shopee, which is a multinational
Singaporean-based electronic commerce technology company that launched its application in 2015
and was founded by Forrest Li. It is famous among Southeast Asian countries like Indonesia,
Malaysia and the Philippines.

The resurgence of online shopping has brought convenience to many worldwide consumers in
times of crisis, however, problems still manifest as they give rise to dissatisfied customers.

Many problems faced by online shopping users run rampant globally. Issues of scamming,
fraud, lack of security, couriers delivering the wrong items, and many more. Gazalba Saleh’s (2022)
case analysis on the issue of fraud in Indonesia states that people who commit cybercrime use fake
online shopping platforms to carry out their misdeeds. This has led to many people feeling
disappointed and dissatisfied with the recent developments.

In the Philippines, many people have experienced being scammed, whether in person or
online. This issue has been so rampant, that an article written by Lawrence Agcaoili in 2023 warns the
public of the increase of online fraudulent activities. A study conducted by Trans-Union, a global
insights company in March of 2021 showed that 44% of Filipino consumers were targeted by
cybercriminals who committed many digital fraud activities online within the previous three months,
while enterprises experienced a 31% increase in fraud attempts in comparison to the previous years.

Residents from Eastwood Greenview Barangay San Isidro, Rodriguez, Rizal also experience
many problems related to online shopping, many of which are issues revolving around being
scammed, receiving the wrong parcels or getting damaged products, late deliveries and customers
not being able to receive their orders in time. For almost everyone experiencing such problems,
dissatisfaction, and disappointment are always felt. Customers and online shopping platform users
will never feel secure when the place they are ordering from that was supposed to make things more
convenient is giving them even more problems. Only through customer satisfaction will customers
from Eastwood Greenview Barangay San Isidro, Rodriguez, Rizal residents continue to use online
shopping platforms like Shopee.
Statement of the Problem

A quantitative study on the factors that influence customer satisfaction in Shopee users
amongst residents of Eastwood Greenview Barangay San Isidro, Rodriguez, Rizal

It aims to answer the following questions:

1. How may the profile of the respondents be described in terms of:

1.1. Name;
1.2. Gender;
1.3. Age;
1.4. Occupation?

2. What are the factors that influence customer satisfaction of Shopee users from residents of
Eastwood Greenview, Barangay San Isidro, Rodriguez, Rizal?

3. How important is customer satisfaction for Shopee users among residents of Eastwood
Greenview, Barangay San Isidro, Rodriguez, Rizal?

Hypothesis

Various factors such as service quality, product quality, product variety, promotion, delivery
speed, prices, usefulness, convenience, security, and the platform or interface of the app have a
significant positive influence on customer satisfaction among Shopee users in Eastwood Greenview.
When these factors are not met, or if present and unsatisfactory to Shopee users, a negative influence
on customer satisfaction is to be expected. Additionally, there is significant positive variation in the
perceived importance of customer satisfaction among Shopee users in Eastwood Greenview,
Barangay San Isidro, Rodriguez, Rizal.
Significance of the Study

The result of this investigation could be highly significant and beneficial to the following sectors:

The customers. This study will serve as a basis to encourage future customers to consider
alternative ways of shopping. It will also help future customers determine whether the online shopping
platform is worth the hype by learning about its current customers' first-hand experiences with the
service.

Online marketers, sellers, and retailers. Conducting this study will greatly help the marketers,
sellers, and retailers as this will provide them with some of the necessary information to find out what
makes the customer satisfied. This study will serve as a guide to help them provide good service to
their customers. This study will also encourage this sector to take suitable measures to improve the
online experience of their customers and to provide them with an even more satisfying and
pleasurable experience at the highest level.

Online shopping platforms. This study will provide a clear understanding of customer online
shopping experience which will benefit future online shopping platforms greatly by helping them to
find out the means to improve their platform to satisfy their customers' preferences and needs
effectively. By improving will they ensure satisfied application users, thus also gaining traction making
new customers who will be willing to seek after their platform by themselves.

Future researchers. With this study, other theories could be made and used as a future basis or
future reference for future research to be conducted. With this study, new information might arise and
will be implemented into future learning materials that will feature relevant information tackling the
factors of customer satisfaction in regards to using online shopping platforms.
Scope and Delimitations

This study will focus on the users of the Shopee online shopping application amongst the
residents of Eastwood Greenview, Barangay San Isidro, Rodriguez, Rizal.

The scope of our study is finding out what certain factors influence customer satisfaction based
on the Shopee users' perspective, as well as finding out how important customer satisfaction is to its
users. The main purpose of the study is to find out what factors contribute to the satisfaction of the
customers of the online shopping platform Shopee. This study will only focus on the relevant
information related to the study of customer satisfaction. However, this study excludes the effects of
online shopping on customers' behavior or mental health, as well as excluding the effects of online
shopping on the current society. Our study only aims to find out more about the factors that influence
the customers' preferences and satisfaction to help future online business platforms and sellers in
providing their future customers with a satisfying experience, capable enough to make them continue
their support.

This study will only be conducted with the users of the Shopee online shopping application and
will not add any other unnecessary information that's not relevant to the topic at hand. This study will
only serve as a guide and learning material concerning online shopping consumerism and customer
satisfaction. It can also serve as a resource material for future referencing and citations.
 CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

Related Literature and Studies. Many various articles, journals, and other references have
been sought out in order to gather more knowledge and information in relevance to the study. As well
as many various research works, studies, and other references have been sought out in order to
gather more knowledge and information related to the topic.

As explained by Oliver (1993), the customer’s response when their needs are fulfilled is called
satisfaction. Where it is considered as a form of privilege to be provided levels of comfort by goods or
services. He also stated that customer satisfaction is important when it comes to marketing.

As stated by Woodruff (1997), customer satisfaction is the positive or negative feelings felt
regarding the value or quality of goods or services being provided by the goods or service providers.

According to both Szymanski and Henard (2001), it’s a critical ingredient for effective marketing
strategies and methods as knowing what makes the customer satisfied leads to successful customer
retention.

According to Tjiptono (2012), customer satisfaction is a customer's response to the evaluation

of perception of differences in initial expectations prior to purchase or other performance standards,
as well as the actual performance of the product as perceived after using the product or service.

According to Sugeng (2016), the indicators of customer satisfaction can be made through good
quality, service and value. Satisfaction helps in providing an increase in customer value.

According to Spiralytics (2023), the highest online shopping growth in Southeast Asia has been
claimed by the Philippines. Data shows that 54% of customers made their very first online shopping
purchase during the previous pandemic, and 73% of new customers plan on continuing to buy from
online shopping platforms even if most of the restrictions are already lifted.
 According to the government article called “Understanding E-commerce In The Philippines” by
the Department of Trade and Industry (2021), it states that Filipinos are one of the most frequent and
heaviest users of the internet, and naturally, social media. The article also states that it’s mostly the
Filipino youth that drives the usage of e-commerce in the country, with an annual growth rate of 27%
to 58% from 2019 to 2020.

According to an overview article called “Philippines – Country Commercial Guide” on the

International Trade Commission (2022), one of the top e-commerce or online shopping platforms in
the Philippines is Shopee, with Lazada and Zalora close behind. Products from Asia Pacific are sold
on these platforms, and they range from beauty, fashion, health, electronics, household care, and
furniture. In 2021, the Philippine e-commerce market sales reached high numbers. This is due to the
fact that there are largely 73,000,000 online active users of online shopping platforms. The article
estimated that the numbers will continue to grow by 2025 because of the previous COVID-19
pandemic that increased the demand for e-commerce or online shopping, with many people being
used to staying indoors either working or studying.In accordance to the government article called
“Understanding E-commerce In The Philippines” on the Department of Trade and Industry (2021), it
states that Filipinos are one of the most frequent and heaviest users of the internet, and naturally,
social media. The article also states that it’s mostly the Filipino youth that drives the usage of
e-commerce in the country, with an annual growth rate of 27% to 58% from 2019 to 2020.

As stated in the market overview by Nico Chan (2023) in his article on Spiralytics entitled
“Filipino Online Shopping Behavior: Statistics & Trends You Need to Know,” the main drivers of
e-commerce or online shopping are millennials, with people in the 25-34 age range making the most
online purchases at 52%. The data also shows that 72% of online shoppers in the Philippines are
female. The article also reveals trends most common among recent online shoppers in the
Philippines. Customers tend to be more discerning as they get more options to choose from, they also
tend to be more value-centric in which they choose to support retailers that align with their own values
and preferences. They also prioritize customer service, cashless options, and delivery times. The
overview also states the importance of the implementation of new technologies and expansion of
logistics in regional and provincial areas as statistical data shows that most of the online purchases
happen within Metro Manila at 34%.

According to the statistical data released by Statista in 2023, it shows that in the second
quarter of 2022, the most popular business-to-consumer e-commerce or online shopping platform in
the Philippines is Shopee. With around 72,000,000 monthly web visitors and millions of users, it takes
the top place in popularity with other platforms like Lazada coming in second place.

According to the article called Online Shopping Research For The Philippines written on the
Filipino Wealth (2022), it states that Shopee takes the number one spot being the most used online
shopping platform statistically.

As reported by Alcantara, M.F, Alcobendas, M.V, Romero, J.A., and Villamor , B.O. (2022),
Shopee has become one of the forefront online retailers during the height of the COVID-19 pandemic.
It also states that there is a positive relationship with customer satisfaction and purchase intention.
However the study also stated that during the COVID-19 pandemic, the customers’ prolonged fears
caused a decline in purchase intention and customer satisfaction suggesting that the platform should
improve their security more to ensure the customers’ safety aren’t compromised.

As stated in the case study done by Aradhya et al., (2023), because of the fact that several
nations prefer to use the Shopee platform, it has long since been receiving much good feedback and
experiencing many substantial developments in recent years. In using Shopee; product variety,
service quality and promotion strategy significantly impacts its relationship with its customers. Aside
from that, customer satisfaction is essential. Customers are likely to shop again and remain loyal to
the online shopping platform application if they are thoroughly and completely satisfied by the
services being provided by said platform.

In accordance to the study done by Sharma, A., Gupta, J., Gera, L., Sati, M., & Sharma, S.
(2020), customers that are satisfied with a business's service or product will most likely spread WOM
(Word of Mouth) to other people. This is good because it will contribute to the increase of the
business's profit and sales. The more satisfied the customers are, the more they will encourage
others to try the service or product.

As reported by Melati Dewi Ramadhani and Tjokorda Gde Raka Sukawati in 2021, it states that
service quality as well as the website or platform's quality has a positive and significant effect on
customer satisfaction of Shopee users in Denpasar City, Indonesia. It also states that customer
satisfaction increases repurchase intentions helping Shopee increase its sales and get its profit.
 In a study done by NA Mustakim, Z Hassan, MK Sauid, ZB Ebrahim, and N Mokhtar in 2022, it
was revealed that perceived usefulness and perceived convenience as the highest determinants of
customer satisfaction in Shopee users from Malaysia.

According to the study done by Phoon Hui Juan, Qiu Junqiao, Renusha Selvam and Saidaja
Dandamudi (2023), it was revealed that Shopee users in Malaysia were satisfied by product quality,
convenience and e-service quality. The study also stated that prices and security did not significantly
affect customer satisfaction.

According to the study done by John Evan Bulacan, Beatrize Chrisanne Milan and Roland
Fernandez (2022) it was revealed that price, time, trust and convenience have an impact on customer
satisfaction among Shopee users that reside in the Philippines.

In a study done by Loren Aina L. Trinidad and Jean Paolo Gomez Lacap (2021), their findings
have shown that the customer satisfaction of online shoppers in Angeles City, Pampanga have
increased customer retention. The more satisfied the customers are with the online shopping service
setting, the more likely they are to use it and purchase more from the same platform.

According to the study done by Yogi Tri Prasetyo and Darlene Gayle D. Dela Fuente (2020), it
states that one of the determinant factors that affect the Filipino customers’ buying decision and
satisfaction are the products and services. The availability, product type, complete description and
specification of said products and services greatly influence their buying decision, as well as their
satisfaction. This is because the study tells that the Filipino customers would first look for information
about their desired preferences. Pricing in products and services, as well as the shipping costs and
discounts play a great role.
Synthesis

The review of related literature highlights the importance of customer satisfaction both
overseas and locally. According to various authors including Oliver (1993), Woodruff (1997),
Szymanski and Henard (2001), Tjiptono (2012), and Sugeng (2016), customer satisfaction is an
important aspect of marketing strategies. Shifting the focus to the Philippines, the local e-commerce
market has seen tremendous growth, especially accelerated by the COVID-19 pandemic. Platforms
such as Shopee and many other online shopping apps are dominating the market. Young Filipinos,
especially millennials, are driving this growth. Further information from various articles and statistical
data have revealed a remarkable growth in online shopping, with Shopee leading the way as the most
popular platform in the country (Statista, 2023) Overall, customer satisfaction is the most important
factor shaping the dynamic e-commerce environment in the Philippines.

All the reviewed studies confirm Shopee’s popularity as a leading online retailer, especially in
the Philippines and other Southeast Asian countries. Shopee’s position as the most widely used
platform is due to its tremendous growth, especially during the COVID-19 pandemic. Positive
relationships between customer satisfaction and purchase intentions have been highlighted, although
challenges such as customer fears and security concerns during the pandemic identify areas where
the platform needs to be improved. The main factors affecting customer satisfaction are product
variety, service quality, promotional strategies and website quality. Satisfied customers are seen as
valuable advocates who help businesses grow through word of mouth. Furthermore, factors such as
price, convenience, reliability, and perceived usefulness play an important role in influencing customer
satisfaction and purchase decisions among Shopee users in other places. These factors together
highlight the importance of customer satisfaction in those specific areas.
Theoretical Framework

The general principle of any customer service in a business, even online shopping platforms, is
customer satisfaction. It’s considered as a medium for measuring the customers’ perception on the
quality of the product or services, or their perception on their relationship with the business, or in this
case, the online shopping platform.

The Customer Satisfaction Theory was first introduced by Fred Reichheld in 2003 in his book
called The Ultimate Question: Driving Good Profits and True Growth. He proposed that the ultimate
cornerstone of any kind of business is customer satisfaction. Being able to understand the customers
in regards to their specific preferences and values then making a system or a platform that will
provide them a very satisfying experience will greatly help in boosting any kind of business platform’s
profit, which in turn will also gain repeat customers. To understand the customers, the business or the
online shopping platform has to know the customers’ desired preferences, their likes and dislikes.
This is to ensure that every transaction with them will be fulfilling and advantageous to both parties.
Conceptual Framework

Figure 1. Factors that Influence Customer Satisfaction in Shopee Users among residents of Eastwood Greenview,
Brgy. San Isidro, Rodriguez, Rizal

The inputs in Figure 1 include the 80 respondents from selected Shopee Users among
residents of Eastwood Greenview, Barangay San Isidro Rodriguez, Rizal. The process for gathering
information and analyzing data include the giving of survey questionnaires or sending online survey
forms to the selected respondents, evaluating the collected information and data from the instruments
used, and comparing the results of all the answered survey forms and questionnaires. The output or
outcome will determine the Factors that Influence Customer Satisfaction in Shopee Users among
residents of Eastwood Greenview, Barangay San Isidro, Rodriguez, Rizal.
Definition of Terms

Buying Decision. Process that leads a customer into purchasing or availing goods and services.
Process that leads a customer into purchasing or availing goods and services from Shopee.
COVID-19. A deadly disease that became a global pandemic. A disease that negatively affected
many businesses but positively improved online stores.
Customer Satisfaction. Measurement of how well an online shopping platform meets a customer’s
expectations. The main variable of this entire study.
Customer Value. Perception of the customer in regards to a product's worth. Perceived benefits and
satisfaction derived by customers from a product or service.
Eastwood Greenview. The area where the study will be conducted. A residential area located in
Brgy. San Isidro, Rodriguez, Rizal
E-commerce (electronic shopping). Method of selling and buying products or services on online
shopping apps like Shopee. Electronic trading and transactions of goods, products and services.
Fraud. Crime that involves deceiving the customer by pretending to be a legitimate seller on an online
shopping platform in order to steal money from the customer. Illicit activity done intentionally to rip
people off their money by pretending to be a seller on Shopee.
Marketers. A person, company, or shopping platform that advertises or promotes products or
services to customers. Refers to people who market products to Shopee.
Online Sellers. Sellers that sell products and services online. Sellers that sell products and services
online through Shopee.
Online Shopping. Activity or act of buying products or services online through an online shopping
platform. Activity done by people who use Shopee.
Online Shopping Platforms. Softwares or applications that enable the commercial process of buying
and selling over the internet. Applications like Shopee, Lazada and Zalora.
Product. An object that is manufactured and refined for sale in online shopping platforms. Items or
goods being sold on Shopee.
Purchase. Act of buying something from an online shopping platform. Activity of buying a product or
service from Shopee.
Purchase Intention. Term used to describe the intent of the customer’s willingness to purchase a
product or service. The decision of Shopee users to continue purchasing products on Shopee.
Resellers. A person that sells something they have bought to someone on an online shopping
platform. A person that sells something they have bought to someone on Shopee.
Retailers. A person that sells products in small quantities on online shopping platforms. A person that
sells products in small quantities on Shopee.
Scamming. Crime of swindling money from customers. A cybercrime committed on online shopping
platforms like Shopee.
Retention. An shopping platform's ability to turn their customers into repeat buyers. Refers to when a
person who used Shopee before still continues to use it.
Service. Support provided by the online shopping platform to the customers. Support provided by
Shopee to its users.
Service Quality. Measurement of how an online shopping platform understands its customers’ needs
and fulfills their expectations. The quality of the support being provided by Shopee to its users.
Shopee. The most popular online shopping platform in Southeast Asia and in the Philippines. The
main online shopping platform that this study focuses on.
Shopee Users. People who shop online and buy services through the use of Shopee. The
respondents of this study.
Trust. Faith a customer has on the online shopping platform. A determinant of customer retention.
 CHAPTER 3

METHODOLOGY

This chapter portrays the research design, research environment, the sample size, research
instrument, data gathering procedure, and the plans for data analysis.

Research Design

This research utilizes the descriptive method using a quantitative approach in exploring the
factors that can influence customer satisfaction among Shopee users from the residents of Eastwood
Greenview. The main objective of this study is to determine what factors affect customer satisfaction
among our chosen population.

The research will include a survey provided to the respondents who are Shopee app users in
order to gather information about their preferences when it comes to online shopping using Shopee. It
will then use data analysis to identify the factors that influence customer satisfaction as well as the
factors that determine each individual's level of customer satisfaction. It will also provide insight into
what consumers look for in online stores and what makes them satisfied with their experience.
Research Environment

This research will be conducted in the area of Eastwood Greenview, Barangay San Isidro,
Rodriguez Rizal. Many residents of this area use Shopee in buying products, and their experiences
will greatly help this research study in the process of data gathering.

The area of the study is located in Barangay San Isidro as many of the respondents live in this
area. This study will conduct the data gathering process in this locale as residents living in the area
are well experienced in online shopping and the use of Shopee.

Figure 2. Vicinity Map of Eastwood Greenview, Barangay San Isidro, Rodriguez, Rizal
The Sample

The target population of the study are Shopee users among residents of Eastwood Greenview,
Barangay San Isidro, Rodriguez, Rizal in the year of 2023. With the population size of 100, the
researchers will consider a sample of 80 respondents using the Slovin’s Formula for computing a
sample size with a 5% margin of error. The sample shall be randomly selected through simple random
sampling so each individual has an equal chance of being surveyed.
Research Instrument

This research will conduct the study by gathering data through the usage of physical copies of
survey forms or questionnaires that will be personally handed out by the researchers. Distributing
survey questionnaires is a more efficient way in gathering data from a great number of respondents.

The researchers will make sure that the respondents of the online survey will only include
residents from Eastwood Greenview by providing specific questions in regards to their demographics.

Data Collecting Procedure

The researchers will undergo three phases of data gathering procedures namely, preliminaries,
actual data collection, and data management.

Preliminaries. Before embarking on the actual data collection process, the research team is
diligently preparing for the survey. This involves assembling a dedicated team, assigning specific
roles and responsibilities, and ensuring all necessary survey materials are in order. A crucial step at
this stage is conducting a training session to equip team members with a clear understanding of the
survey process, ethical considerations, and how to handle potential challenges.

Actual Data Collection. The survey schedule has been thoughtfully planned, considering days
off school and optimal times for participant availability. Suitable venues have been identified, taking
into account accessibility and convenience for the target respondents. Each personal survey session
begins with obtaining informed consent from participants, followed by the administration of surveys.
The research team ensures clarity in instructions and promptly addresses any participant queries. If
applicable, the completion of checklists or other tasks is overseen, maintaining consistency and
quality across all survey sessions.

Data Management. The survey schedule has been thoughtfully planned, considering days off
school and optimal times for participant availability. Suitable venues have been identified, taking into
account accessibility and convenience for the target respondents. Each survey session begins with
obtaining informed consent from participants, followed by the systematic administration of surveys.
The research team ensures clarity in instructions and promptly addresses any participant queries. If
applicable, the completion of checklists or other tasks is overseen, maintaining consistency and
quality across all survey sessions.

Plan for Data Analysis

The following statistical formulas were used to process the data to get the answer to the
research questions.

A. Frequency and Percentage Distribution

This method will be employed to analyze and present the distribution of responses across
various survey items. This approach involves counting the frequency of each response category for
each question and expressing these counts as percentages of the total responses. Through this
method, the researchers will aim to provide a comprehensive overview of how participants' opinions
are distributed among different options. By presenting the data in percentages, it will be easy to
identify patterns, preferences, and the relative importance assigned to specific factors influencing
customer satisfaction among Shopee users in Eastwood Greenview. This analysis method offers a
clear and concise representation of the collective perspectives within the surveyed population.

Formula:

Where:
P = Percentage
F = Frequency
N = Total number of respondents
B. Likert Scale Analysis

This Likert scale will be used to gauge participants' attitudes and perceptions toward various
factors influencing customer satisfaction among Shopee users in Eastwood Greenview. Respondents
will be presented with a series of statements related to the identified factors, and they will be asked to
rate their agreement or disagreement on a scale ranging from "Strongly Disagree" to "Strongly
Agree." This structured approach aims to quantify subjective experiences, allowing for a systematic
analysis of participant sentiments and preferences. The collected Likert scale data will provide
valuable insights into the perceived importance and satisfaction levels associated with different
aspects of the Shopee user experience in the specified geographical area.

Formula: