SATISFACTION LEVEL OF ONLINE SHOPPING IN

VICTORIA SENIOR HIGH SCHOOL

A Research Paper Presented to the Faculty of

Information and Communications Technology

of Victoria Senior High School

Laguna

In Partial Fulfilment of

the Requirements of the subject

Practical Research 2

Rose Ann S. Bernardino

Maria Bernadette Legaspi

Kristel mae Olivar

Irish Macalalad

King lenard rebong

 Chapter 1

THE PROBLEM AND ITS BACKGROUND

Introduction
This study endeavours to understand customer satisfaction in online shopping

while investigating the major reasons that motivated customers’ decision-making

processes as well as inhibitions of online shopping. The Kotler and Killers (2009) Five

Stage Buying Process Model was chosen as the basis of framework of this study to

explain customer satisfaction through their motivations to buy products online. The

existing literature was reviewed to discover reasons that would influence customers

positively or negatively towards shopping online.

With the rapid global growth in electronic commerce (e-commerce), businesses

are attempting to gain a competitive advantage by using e-commerce to interact with

customers (Demangeot and Broderick, 2007). Nowadays, online shopping is a fast

growing phenomenon. Growing numbers of consumers shop online to purchase

goods and services, gather product information or even browse for enjoyment.
Online shopping environments are therefore playing an increasing role in the overall

relationship between marketers and their consumers (Koo et al. 2008).

It has been seen that digital technology imparts a huge impact over the

customer attraction and customer satisfaction as well. Online shopping is the biggest

part customer attraction as well as customer satisfaction. In this technological world,

most of the companies use online shopping for making satisfy the customer and for

attracting more customers as well. Online shopping imparts a huge impact on customer

satisfaction. Online shopping is the main part of electronic commerce and many

customers are guided by this electronic commerce regarding the way of buying products

from the companies (Souca, 2014).

The way of shopping has been revolutionized by the help of electronic

commerce. Nowadays, online shopping is the very easy process of buying any products

from the retailers for regular purpose as maximum people have some common tools of

online shopping such as smart phones, computers, laptops, tablets and many others

(Souca, 2014).

In the retail industry online shopping is known as ‘e-tailing’ or ‘electronic-

retailing’. When the goods are sold to the end users for using purpose nit for reselling

purpose and the purchaser consumes the goods then this process is known as E-tailing.
It is very important to require strong branding for making successful E-tailing. The

website of the company needs to engage in creative 9 data and needs to be regularly

updated and easily navigable for meeting the changing demands of the consumers.

However, it is very important that the company needs to make the affordable price of

the products so that more customers are attracted and satisfied as well.

If the company is capable to attract more customers and to satisfy more

customers through the process of online shopping, then the company will provide a

strong competition to the other strong companies in the business market. In this

research paper, it has been explained that customer satisfaction is improved by the

online shopping process in retail companies. The researcher has evaluated that how

customers are satisfied by the online shopping. The strategies of customer satisfaction

have been also explained in this research paper.

Background of the Study

This research paper is based on the topic of the satisfaction level of online

shopping on improvising the customer satisfaction in the retail company. Nowadays,

people cannot think about their life without online shopping. This online shopping has

become successful due to digitalization of the business. It has been seen that the

business of the retail market has been expanded by online shopping. Before

implementing electronic commerce in the business, the companies need to design their

own websites. Online shopping is a very essential requirement for the retail business. It
has been evident 10 that most of the retail companies have brought innovation in their

business by implementing online shopping.

As the Internet has now become a truly global phenomenon, the number of

Internet users worldwide is expected to reach 1.8 billion by 2010 according to the

survey of ClickZ Stats, cited in Kotler & Armstrong (2008). This growing and diverse

Internet population means that people having diverse tastes and purposes are now

going to the Web for information and to buy products and services. Thus, the impact

of these online shopping environments on consumer response necessitates a

critical understanding for marketing planning It is very important to attract more

customers to the industry. If any industry attracts more customers in the industry, then

the brand value of the company will be increased.

Online shopping is a unique process of shopping by which people can purchase

the products within a very short time. Online shopping is very convenient, and it is one

of the biggest parts of any business. This convenience quality of online shopping makes

the customers more comfortable. The customers can avoid waiting for a long time in the

queue due to the facility of online shopping. Online shopping is the process where the

customers can purchase their products and oppositely the company can attract more

customers.

The companies maintain customer satisfaction by seeking the feedback of the

customers asking some questions to the customers and analyzing the online comments.

These all strategies can be maintained through online. It has been seen that maximum

company have implemented the strategy of giving a rating according to the quality of the
products, or the according to the online services which are provided by the company

through their websites

By the ratings of the customers, the company can evaluate their online

performances. Some customers also give some comments on the company’s websites

regarding the products, online performances and many more. Based on these

comments the company can bring some changes and innovation in their performances

which help in satisfying the customers. Thus, it can be stated that online shopping can

improve customer satisfaction in the retail company in this way. Online feedback needs

to be used as the guideline torch for moving forward. Besides providing the facility o

online shopping, the company needs to maintain the security of the customers’ private

information (Hanifet al. 2010).

Online shopping has become a popular way of shopping for consumers. This

new innovation for shopping not only brings a great number and variety of merchandise

to potential consumers, but also offers a numerous business activities and huge market.

Social media is no longer known only as a media that facilitates its users to present

themselves onthe internet but also as media to sell some products to consumers known

as an online shop. Because of the numerous advantages and benefits, more people say

that they prefer online shopping over conventional shopping these days (Singh &

Kashyap, 2007). Online shopping or marketing via internet is the use of technology

(computer) for better marketing production.

According to Holmes (2008), advertising means “The activity of attracting public

attention to a product or business, as by paid announcements in the print, broadcast, or

electronic media. Advertising means promotion of the product, idea, or organization on

the small or big market with the purpose to give information and to make people belive

the advantage of the product and convince them to take and action (e.g. buy it). Aside

from advertising, language also become a factor which limit consumers making the final

decision especially English language.

Significance of the Study

The researcher believes that the findings of this study will be of great help to the

following:

Customer

The finding of this study may help other customers who likes to shop or buy

online

Consumers

This may help other consumers to know the satisfaction level of online shopping

to the customers

Future Researchers

The findings of the study may help other researchers who will pursue the same

nature of study for the reason that this can give them the framework on what important

the satisfaction level of online shopping to the customers.

Conceptual framework
 The focus of this study was undertaken by the following conceptual framework

shown in figure 1 divided into two (2) parts the independent and dependent variables

the framework depicted the interplay of the variables to provide direction in presenting

the study

Dependent Variable Independent Variable

Statement af the problem

This study aimed to measure the satisfaction level of online shopping in Victoria

Senior Highschool.
1. Is there a significant difference in the ratings given by the customers and the

researchers on the satisfiction level of online shopping in terms of:

1.1 Creativeness

1.2 Mindset

1.3 Ideas

2. What is the positive and negative effect of online shopping?

3. Is there a significant relationship between the customers and the satisfaction level of

online shopping ?

4. is there a significant relationship between online shopping and offline shopping?

Hypothesis of the study

1 There is a significant difference in the ratings given by the customers and the

researchers on the significant level of online shopping

2. There is a significant relationship between the customers and the significant level

online shopping

Definition of Terms

Descriptive definitions of pertinent terms related to this study are as follows:

 Victoria Senior High School. a school specifically a senior high school in

Victoria, Laguna.

Satisfaction Level. is the perceived level of pleasure and contentment derived

from individual performance.

Online Shopping. the action or activity of buying goods or services via the

internet.

Creativeness. is the person’s ability to think of different strategies and has the

ability to invent and develop original idea instead of imitating others.

Mindset. it is the person’s ability to set assumptions and methods and

influences how you think, feel, and behave in any given situation.

Ideas. is the first milestone in the process of building a successful business and

good ideas will make your customers satisfy to your products.

Scope and Delimitation

The focus of this study is to determine the satisfaction level of online shopping

in Victoria Senior High School. This study is applicable for the students in Victoria

Senior High School who likes to shop or buy online which are the respondents. The

study was conducted during the first semester of the academic year 2022-2023

The possible correlation of satisfaction level of online shopping were also determined in

this research.
The delimitation of this study is might be the face to face contact between the
researchers and respondents.