Cotabato State University

Cotabato City

Master of Business in Administration

Delivery service as an option for the convenience of customers of “Jenna Overruns

Store”

Research Methods and design – MBACC 111

Submitted by: Jehan D. Ibrahim

Submitted to: Emraida C. Ali, DBA – MBA Program Head

 Table of Contents

Title Page

Front Page i

Table of Contents ii

Rationale 1

Objective of the Study 2

Theoretical Framework 2

Review of Related Literature 3

References 4

Survey Questionnaire 5
 I. Rationale

Customers today have a lot of choice when it comes to receiving the goods they buy online.

This has led to a total change in attitude towards how delivery should work. Next day

deliveries aren’t just a perk anymore, they’re actually expected. So, if your business isn’t

providing a variety of delivery options, it could be missing out on a lot of potential

customers. Almost all businesses today are offering delivery services to deliver goods to their

customers door-to-door. This kind of service has become one of the robust businesses at the time

of the COVID-19 Pandemic in the Philippines as the people diverted to buying online because of

the community quarantine that is being implemented to prevent the widespread of the virus. 

“Jenna Overruns” a physical store with a Facebook page located at117 AMB Building,

Mabini St., Town, Cotabato City, offers a variety of goods namely; clothes, appliances,

kitchen wares etc. Customers of Jenna Overruns can easily browse their products on their

Facebook Page that can attract and engage more customers because of its convenience. But

one thing that they are lacking is Delivery service. Once you avail a product from them, you

have to pick up the product at their physical store they don’t have an option to deliver the

product to the customer’s location. This can be an issue to their business because in these

current times people wants everything to be convenient and accessible, as much as possible

they want goods to be delivered to them immediately.

Jenna Overruns store can incorporate Delivery service like; maxim delivery services. With

this there will be an improvement in their customer service, it will attract more repeat

customers and increase customer satisfaction. It will help them engage more customers

because their store will be much more convenient to people inside or even outside Cotabato

City. It will also help their customers to eliminate time in searching for their location;

knowing that their store is not located beside the highway where people can easily see it.

II. Objective of the Study

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 The main purpose of this study is to show how delivery service can attract more customers in

a business. Today, demand for courier services has risen significantly because of the

threat of the COVID-19 pandemic. Demand is always followed by supply; delivery

services provide the delivery of food, groceries, documents, electronics, clothes, and

other essential items.

Below is the list of objectives of this study:

1. To provide delivery options to the customers of Jenna Overruns store

2. To increase repeat customers of Jenna Overruns store

3. To make the shopping experience of the customers of Jenna Overruns store easier

4. To engage more customers

5. To increase customer satisfaction

III. Theoretical Framework

This study is based on the study of Seiders et al., 2000, convenience enables the company to

boost the level of customers' service and its quality too. Convenience perceived during the

buying process pushes customers to purchase goods/services of the organization, while the

post-purchase convenience enhances customer satisfaction (Farquhar and Rowley, 2009). 

Providing customers effortless purchasing experience will give a positive impact to a

business. It will attract more customers that will result to the increase of sales and brand

awareness.

Thus, a crucial point of departure for online retailers seeking to maximize the speed and ease

of shopping is to identify the salient online shopping convenience dimensions. The extensive

identification of key attributes of online shopping convenience can be achieved by analyzing

online shoppers' comments on their shopping experiences, ranging from website log-in and

log-out to the receipt of orders (Seiders et al., 2000).

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 Online customers seek rapid and convenient completion of an entire procurement transaction

cycle, ranging from sourcing, ordering, paying, and receiving, to handling requests for after-

sales service. Accordingly, sustaining a high level of online shopping convenience has

increasingly become a key driving force for online retailers with the aim of enlarging a loyal

customer base (Seiders et al., 2000).

IV. Review of Related Literature

Hedin, Jonsson, and Ljunggren (2006) stated that delivery service is the link in a supply chain

that directly deals with customers and it is called the driver of customer satisfaction. Ziaullah,

Yi and Akhter (2014) stated that in the scenario of online shopping environment, reliable,

safe and timely delivery is fundamental and integral objective of online buyers. Customers

tend to buy products at home and they required safe, reliable and quick delivery of desired

product at their destinations. In online environment timely and reliable delivery play critical

role to meeting customer’s expectations and make them satisfied. Customers can switch very

easy form one web to another web page just a single click away or even customer moved

towards conventional click and mortar retailers due to the late, unsafe and undesirable

products delivery. It can be concluded that delivery service is service organized by a supplier

or a shop to take goods to customers.

Lin, Wu, and Chang (2011) The Critical Factors Impact on Online Customer Satisfaction

intended to ascertain the factors that affect online consumers’ satisfaction in Taiwan.

According to the findings of this research, the customers consider the product and delivery

more important; thus, ecommerce proprietors should pay more attention to the product

sourcing and cooperate with the delivery supplier to provide a higher quality of delivery, such

as correct order, timeliness, and safety packaging. Ziaullah, Yi, and Akhter (2014) E-Loyalty:

The Influence of Product Quality and Delivery Services on E-Trust and E-Satisfaction in

China found that product quality and delivery services in the context of quality, availability,

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 variety of products, reliable and timely delivery and package safety e-tailers have positive

significant effect on e-satisfaction, e-trust that leads to e-loyalty.

V. References

Seiders, K.B. & Berry, Leonard & Gresham, Larry. (2000). Attention, retailers! How

convenient is your convenience strategy?. Sloan management review. 41. 79-89.

Demoulin, Nathalie & Willems, Kim. (2019). Servicescape irritants and customer

satisfaction: The moderating role of shopping motives and involvement. Journal of Business

Research. 104. 10.1016/j.jbusres.2019.07.004.

Palacios, Sergio & Jun, Minjoon. (2020), an exploration of online shopping convenience

dimensions and their associations with customer satisfaction. International Journal of

Electronic Marketing and Retailing. 11. 24. 10.1504/IJEMR.2020.10028102.

Saha, Swapan & Duarte, Paulo & Silva, Susana & Zhuang, Guijun. (2021). Supporting

sustainability by promoting online purchase through enhancement of online convenience.

Environment Development and Sustainability. FREE AT: https://rdcu.be/b55jc.

10.1007/s10668-020-00915-7.

Dekimpe, Marnik & Geyskens, Inge & Gielens, Katrijn. (2019). Using technology to bring

online convenience to offline shopping. Marketing Letters. 31. 10.1007/s11002-019-09508-5.

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Sample Survey Questionnaire

Instructions: Please read carefully and write your answer on the provided spaces or put

a check mark on the boxes that corresponds to your response

1. When was Jenna Overruns store established?

_____________________________________________________________________

2. How many customers does your store have in a day? Where does most of your repeat

customers reside?

_____________________________________________________________________

3. Do some of your customers demand for delivery service?

Yes No

4. Are you willing to provide delivery service to your customers for their convenience?

Yes No

5. What are your marketing strategies in gaining customers

________________________________________________________________________

________________________________________________________________________

6. Does the lack of delivery service affect your business?

Yes No