Customer Satisfaction Level of Grade 12 ABM Students at UDM Using The Shopee Application (Final Research Paper)

Universidad De Manila
(Formerly City College of Manila)

Mehan Gardens, cor. A.J. Villegas St., Manila
Senior High School Department
“CUSTOMER SATISFACTION LEVEL OF GRADE 12 ABM STUDENTS

AT UDM USING THE SHOPEE APPLICATION”
A Study
Presented to the Faculty of the
Senior High School Department, Universidad de Manila
In Partial Fulfilment
of the Requirements in the Subject
Inquiries, Investigation, and Immersion
Adorna, Barbie V.
Anzures, Marianne P.
Bernardo, Keith Christian S.
Bravo, Ma. Regina D.
Calamaan Maria Antonette T.
Cortez, Frederick Jr. M.
Cuya, Allan Paulo U.
Depanes, Cyrene Lei M.
Galang, Rhyzen Sean S.
Gali, Bea Bianca M.
Villamiel, Lj R.
S.Y. 2022 – 2023

(Formerly City College of Manila) 2
ABSTRACT
This study aims to determine the customer satisfaction level of Grade 12 ABM
students at UDM using the Shopee application. With a focus on social interaction and
mobile accessibility, Shopee offers customers a convenient and secure online shopping
experience, complete with reliable payment and delivery services.
The research employed a quantitative approach, utilizing a structured
questionnaire as the primary data collection tool. A sample of Grade 12 ABM students
from UDM was selected using random sampling techniques. The questionnaire
comprised several key dimensions related to customer satisfaction, including ease of use,
product assortment, pricing, delivery, and customer service. Data collection was carried
out using a survey questionnaire distributed via Google Forms. The data analysis
technique employed in this study was the mean. The findings revealed that Shopee's
product quality, price, and service quality met the expectations of its customers, as the
Grade 12 ABM participants expressed overall satisfaction with the application. However,
there is room for improvement, particularly in terms of product quality, in order to
achieve higher levels of customer satisfaction. Among the factors investigated, the
students were most satisfied with the price. As a result, the researchers suggest that
Shopee should focus on enhancing and reinforcing the factors that influence student
satisfaction based on the study's findings.
Overall, the research contributes to the understanding of customer satisfaction
among Grade 12 ABM students at UDM when using the Shopee application. The findings
provide valuable insights for Shopee and other e-commerce platforms to enhance their
services and meet the evolving needs of their customers, particularly within the academic
setting.
APPROVAL SHEET
This thesis titled “Customer Satisfaction Level of Grade 12 ABM Students at
UDM Using the Shopee Application” prepared and submitted by Group 2 in partial
fulfillment of the requirements for the Accountancy, Business, and Management Strand
of the Senior High School Program has been examined and recommended for acceptance
and approval for oral examination.
MR. RICKY C. AGUILAR MR. ALEXIS JHON A. REBANCOS

Research Reader Research Adviser
PANEL OF EXAMINERS
Approved by the committee on Oral Examination with the grade of ________.
MR. PAUL ANTHONY B. PINCA

Chairman
MR. ARNEL BALDWIN D. JERUS MR. JASFER CRIZAN E. VENTURA

Member Member
MS. PRINCESS DESSA C. MACASPAC

Member
Accepted and approved in partial fulfillment of the requirements for the
Accountancy, Business and Management of the Senior High School Program in
Universidad de Manila.
GENARO E. GETIGAN ROBERT F. NORBERTE, PhDc

Research Area Coordinator Senior High School Officer
Date: Date:
DEDICATION
This study is the fruit of countless sacrifices and diligent hard work. Through the
support of the researchers, this study is sincerely dedicated to the people who serve as a
source of inspiration and motivation. Thanks to our loving parents and guardians, who
give us courage and consistently offer their resilient support, as well as to our classmates
and friends, who extended their unwavering support and sent us encouraging messages,
which enabled us to successfully complete this research.
We also courteously dedicate this study to Mr. Rebancos, our research adviser, in
appreciation of his immense effort, perseverance, and unwavering determination
throughout the project.

ACKNOWLEDGMENT
We, researchers, would like to express our profound gratitude to everyone who
contributed in any way, who shared their time and expertise to make this research study
possible.
There is a great source of all work, striving, guidance, and gracious favors,
without whom this duty would not have been possible to complete or the result of any
labor.
We would like to take this opportunity to thank Mr. Alexis Rebancos, our
research adviser, for his support of our study as well as for his patience, inspiration,
excitement, and vast expertise. His advice is helpful to us throughout the entire research
and writing process. For our research endeavor, we could not have asked for a greater
advisor and mentor.
We also want to express our sincere gratitude to Mr. Arnel Baldwin Jerus, Mr.
Paul Anthony Pinca, Mr. Jasfer Ventura, and Ms. Christine Gabay Morallos who have
been instrumental in making this study a reality. The researchers deserve a sincere
congratulation for using their knowledge to successfully complete what once appeared
to be a difficult undertaking. Thank you for their time, advice, and support. enabling us
to obtain the data required to make this thesis conceivable.
Above all, we want to thank our Almighty God for his abundant blessings,
especially the strength, courage, patience, wisdom, time, and guidance.

TABLE OF CONTENTS
CHAPTER I...………………………………………………………………….….…9
The Problem and Its Background………… ……………………………………….9
Introduction……………………………………………………………….…...9
Statement of the Problem……………………………………………….….…11
Theoretical Framework………………………………………………..….......12
Conceptual Framework……………………………...……………………......14
Scope and Delimitations..………………...…………………………….…….16
Significance of the Study……………………………………………………..17
CHAPTER II……...………………………………………………………………....19
Review of Related Literature and Studies…………………………………………19
Related Literature……………………………………………………………..19
Related Studies………………………………………………………………..22
Synthesis……..………………………………………………………………..25
CHAPTER III……...………………………………………………………………...27
Methodology of the Study…………………………………………………………...27
Research Design………………………………………………………………27
Research Locale………………………………………………………………28
Sampling Technique…………….…………………………………………….29
Respondents of the Study……….…………………………………………….29
Research Instrument…………………………………………………………...30
Data Gathering Procedure……………………………………………….…….32
Statistical Treatment of the Data………………………………………………33

CHAPTER IV……..………………………………………………….………………34
Results and Discussion……………………………………………………………….34
CHAPTER V……..…………………………………………………………....……..36
Summary, Conclusions, and Recommendations…………...………………………36
Summary of Findings…………………………………..……………………..36
Conclusion…………………………………………………………….……...36
Recommendations……………………………………………………………37
Intervention Plan..……………………………………………………………39
REFERENCES…………………………………………………………………...…41
APPENDICES...…………………………………………………………………….45
Appendix A………………………………………………………………………….45
Permission Letter to the Dean..………………………..……………………..45
Letter for Statistician………....………………………..……………………..47
Permission Letter……………..………………………..……………………..48
Letter for Grammarian………..………………………..……………………..49
Appendix B……………………………………………………………….………….50
Survey Questionnaire……………………………………………………………….50
Appendix C……………………………………………………………….………….55
Survey Responses..……………………………………………………….………….55
Appendix D……………………………………………………………….………….60
Curriculum Vitae of the Researchers.………………………………….………….60
CERTIFICATE OF ORIGINALITY.………………………………….………….71
LIST OF TABLES
Table 1.0 Likert Scale and Equivalent Description of the Mean ...…………………..31
Table 2.0 Level of Customer Satisfaction to Shopee………..………………………..34
Table 2.1 Satisfaction Level of Grade 12 ABM Students in terms of Product
Quality……………………...………………………………………………55
Table 2.2 Satisfaction Level of Grade 12 ABM Students in terms of Price ………....56
Table 2.3 Satisfaction Level of Grade 12 ABM Students in terms of Service
Quality...………………………………...……………………………….…57
Table 3.0 Satisfaction Rate of UDM Grade 12 ABM Students in Using Shopee..…...58
LIST OF FIGURES
Figure 1.0 Conceptual Framework……………………………………………………14
Figure 2.0 Universidad De Manila Campus….………...……………………………..28

CHAPTER I
The Problem and Its Background
Introduction
Consumers can directly purchase goods or services from merchants via the
Internet by using a web browser or a mobile app. Nowadays, the expansion of online
retailers has been exponential, particularly during the pre-pandemic era. People these
days prefer convenient ways to purchase brands and access shops, and it can be claimed
that the internet has drastically changed the ideas of customer convenience, speed, price
and knowledge about products and services (Vasíc et al. 2019).
Internet users, as customers of goods and services, are the major market for
businesses that offer their products online. The services they offer and the perceived
benefits that customers receive affect whether or not they can convert potential customers
into actual customers and retain them as clients. Meeting a consumer's performance
expectations for a product lead to customer satisfaction. If a product meets a customer's
performance expectations, the majority of satisfied customers will likely repurchase the
item. According to the study entitled “Consumers’ Perception on Online Shopping,”
during the pandemic, Shopee became the prevailing platform for online shopping, it is a
go-to site for secure and practical online shopping. Furthermore, based on an article
published by Buzzsetter, the platform keeps developing an accessible and inclusive
digital space where both buyers and sellers may have fun and succeed. Hence, most
Filipinos preferred to use it.
Customer satisfaction is a metric that measures a company's customers' level of
satisfaction with its goods, services, and capabilities. Information about customer
satisfaction, such as surveys and ratings, can assist a business in deciding how best to
adjust or improve its goods and services. Customer satisfaction is important because it
shows whether or not your target audience likes what you're doing. According to studies,
high levels of satisfaction result in higher customer retention, higher lifetime value, and
a stronger brand reputation. Low customer satisfaction levels are also significant. They
can identify customer pain points and provide data-driven recommendations on how to
improve the product, service, and overall customer experience.
Many studies have been conducted on the topic that the researchers had chosen.
These studies mainly focused on the factors that influence customer satisfaction,
including the pricing of the products or services as well as the quality of the products,
when using the Shopee application. However, insufficient attention has been given to the
level of satisfaction of Shopee customers.

Statement of the Problem
This study aims to determine the customer satisfaction rate of Grade 12 ABM
Students of UDM in using Shopee. Specifically, this study aims to answer the following
questions:
1. What is the level of customer satisfaction to Shopee in terms of:
1.1. Product Quality;
1.2. Price; and
1.3. Service Quality?
2. What intervention plan can be proposed in order to improve the customer
satisfaction level in using Shopee?

Theoretical Framework
According to a marketing theory by Philip Kotler, every customer has a value.
Customer value is a construction that is made up of three components: product quality,
service quality, and price (Nauman & Giel, 1995). Customer value and customer
satisfaction are linked. The theory is relevant to tangible products that are offered for sale
on the market and can be utilized to measure the quality of a product.
Furthermore, because quality is a construct or latent variable, service quality is
assessed based on customers' perceptions (Parasuraman et al., 1988). In this context,
product quality assesses how well a delivered good fits customer expectations, service
quality assesses how well a service matches customer expectations, and product pricing
is the sum that customers are willing to pay for a product. Moreover, a product's price
should be competitive, which implies that products and services should not be
prohibitively expensive, especially if similar products are also offered by competitors.
Hanif, Hafeez, and Riaz (2010) discovered that price fairness had a greater effect on
customer satisfaction than customer service. According to Nauman and Giel (1985), a
product's quality and service quality mostly influence its price. Customer satisfaction is
defined as how consumers respond to the expectations and experiences they have with a
product or process (Hallowell, 1996).
This theory will be the basis of this study since it focuses on the main three
components of this paradigm, which are service quality, product quality, and price, to
determine the main factors that lead to customer satisfaction. In general, the indications
mentioned above can be used to objectively assess the quality of tangible objects, but
customer satisfaction and service quality are more difficult to measure. They should be
determined from indicators in customers' views of how they were implemented. This
theory will be useful for this study, where the objective is to determine the customer
satisfaction level of Grade 12 ABM students using Shopee.

Conceptual Framework
Input Process Output
1. Customer • The • Customer

satisfaction researchers satisfaction
level in using conducted a level of
Shopee survey Grade 12
through ABM
1.1. Product
questionnaire students at
Quality
s. UDM using
1.2. Price Shopee
application
1.3. Service • Use of Likert
Quality scale to
• Intervention
determine
plan to
the customer
improve the
satisfaction
customer
level.
satisfaction
level of the
• Analysis and students
interpretation
of the data.
Figure 1.0 Conceptual Framework
The IPO model was used by the researchers to set apart the factors or to separate
the major variables. Furthermore, the model was chosen since the research questions in
the study's statement of the problem are factor-isolating questions. The model will enable
the researchers to assess and document the important parts of a transformation process
efficiently.
The variables that cause the phenomenon, which are the level of customer
satisfaction with Shopee, which includes product quality, service quality, and price, are
included in the input. Furthermore, the researchers will conduct a survey through
questionnaires that will use a Likert scale. The variables will be gathered and synthesized,
then the data will be organized, the scores will be tallied for analysis, and the statistical
treatment will be applied for interpretation during the process. Lastly, the level of
customer satisfaction using Shopee will be determined as the phenomenon's outcome,
and after that, the intervention plan to improve the customer satisfaction level with
Shopee will also be determined, also known as the output.

Scope and Delimitations
The objective of this study is to determine the respondents' level of customer
satisfaction in using Shopee.
The scope of the study will be limited to one hundred and twenty (120) grade 12
students enrolled in Universidad de Manila's Accountancy, Business, and Management
(ABM) strand in the academic year 2022-2023.
In this descriptive study, to reach the available participants, the researchers will
send the questionnaire survey using Google Forms.

Significance of the Study
The number of people using Shopee as their medium of purchasing products
dramatically increases yearly. The findings of the study were intended to provide a
baseline for multiple communities and groups of people that they may find this study
relevant and beneficial to them. Specifically, this study will be beneficial to the
following:
Shopee. This study will help the company to be able to develop and improve their
services to have a high level of satisfaction of the customer.
Sellers. This study will be very helpful to the vendors because it will give them
information on whether their goods or services live up to customers' expectations. As one
of the steps in fostering client loyalty, this study aids them in developing their marketing
strategies, resolving issues with customer feedback, and determining their level of
customer's happiness.
Customers. This study will help them to determine the system, service, and information
quality. Reliability of website material helps users perceive lesser risks, better arguments
for their choices, and simplicity in making the best choices, which in turn improves user
satisfaction and online purchase intention. that stressed the significance of the
information's quality, correctness, and dependability when it is shared across a medium.
Information's content is defined as the accuracy and completeness of platform content.
ABM Students. This study will help the ABM students, who aspire to be entrepreneurs,
by providing them with a guide on the factors that will affect their future customers’
satisfaction. In addition, this study can also enrich their knowledge when it comes to
businesses’ scope.
Future Researchers. This will be an instrument that will guide and navigate them in
discovering credible, reliable, and factual information for further understanding on the
topic. This research will be a source of enlightenment that will help them in their future
studies.
CHAPTER II
Review of Related Literature
Local
Shopee has expanded its reach to several million active users in different parts
of the Southeast Asian community. The Philippine Retailers Association (2018)
published an article “Shopee PH’s ‘mobile-first’ approach key to e-commerce success”,
that adapting technological features into smaller screens is the steppingstone of its
triumph. The company attributes the emergence of the e-commerce platform in the
Philippines to its steady growth since it was launched in late 2015. It aims to create a
secure, fast, fun, and easy shopping experience providing a platform to connect buyers
and sellers within one community. Agatha Soh, Head of Regional Marketing for Shopee
in Southeast Asia, stated that 90% of their transactions are done via mobile which makes
them focus on providing all our users the best mobile shopping experience. “According
to a Statista 2017 report, about 39 percent of sales are through mobile devices and, by
2020, mobile traffic will increase eightfold,” Soh further pointed out.
According to Rabo (2018), customers who are satisfied are more likely to make
repeat purchases and show loyalty to brands, so knowing how satisfied customers help
businesses optimize their processes. Moreover, understanding customer satisfaction can
provide companies with information to streamline their operations and focus
improvement programs on achieving cost efficiency to ultimately achieve better
performance. Customers who were happy with their purchases would come back and
recommend the business, which had a significant impact on their loyalty. To enhance
business success, it is useful to discover factors that influence customer satisfaction.

According to Trinidad and Lacap (2021) in their article "Satisfaction and Loyalty
of Online Shoppers in Angeles City, Philippines", different companies use online media
platforms to develop and maintain connections with customers. It was discovered that
anticipated benefits and cost increase customer engagement. Furthermore, age has no
impact on this effect; e-marketers should understand the significance of interactive
behavior in establishing online loyalty (Kamboj & Rahman, 2016).
Foreign
Southeast Asia’s newest smart and secure shopping app features user-friendly
features that not only give a shopper great deal but ensure a fast and fun selling
experience. Yeo, S. (2022) published an article “How Shopee helps brands adapt to the
changing demands of consumers”, tackling the importance of providing the customers
the service they deserve. This is where features available on Shopee’s platform, such as
live streaming, coins, freebies, and loyalty programs come into play. As more and more
people become accustomed to purchasing online, the region saw 70 million new online
customers emerge throughout the pandemic. Shopee helped companies adapt to the ever-
changing needs of their customers by catering their demands. Shopee is a leading
ecommerce platform that provides customers with an easy, secure, and fast online
shopping experience through strong payment and logistical support. According to
Terence Pang, Shopee’s Chief Operating Officer (COO) “By working together with our
brand partners, we will continue to expand and enhance our offerings, including Shopee
Mall, to serve more customers and scale to greater heights.”

According to Wibowo, Y.I. (2022), titled "Determination and Level of
Complaint: Product Quality and Service Quality", customer satisfaction is influenced by
service quality and product quality; if customers and consumers are satisfied with the
quality of the service, this will raise customer satisfaction levels. Customer satisfaction
is a state of mind that is determined by the experience had. Customer satisfaction is also
influenced by product quality, where the dimensions or indications of product quality are
good products at a fair price, and ease of use influences the dimensions or indicators of
customer satisfaction in relation to subscription decisions.
Additionally, based on the journal of Jaylene Khaw et al., (2023) titled "Shopee:
How Does E-commerce Affect E-consumer Perception and Satisfaction?" Shopee is
influenced by its management, reputation, and design. Customer satisfaction is positively
connected with perceived trust and ease, but there is a relationship between pricing and
convenience. Also, customer satisfaction may result from an efficient delivery service.
The Shopee administration could also emphasize the convenience of application design
more and make sure that users feel protected and secure. It is recommended that Shopee
upgrade the security barrier on its website and application and periodically improve the
engineering of its User Interface (UI). This study gives light on consumer behavior during
the COVID-19 pandemic.

Review of Related Studies
Local
The research titled "Determinant factors affecting customer satisfaction among
Filipinos in Lazada online shopping during COVID-19 pandemic: A structural equation
modeling approach" made by Yogi Tri Prasetyo and Darlene Gayle D Dela Fuente
(2020), stated that products/services, price, consumers, and technology all had a huge
impact on how consumers made purchases, which also has an impact on customer
satisfaction. Products and services were shown to have the biggest indirect impact on
customer satisfaction and to be the most predictive factor in purchasing decisions. Price
also represents a strong impact as a direct impact on purchasing decisions and indirect
impact on satisfaction. Moreover, they also stated that knowledge exploration also has
an impact on purchasing decisions. It follows that the limited applicability of the e-
commerce browser might affect Filipinos' ability to satisfy their needs in online shopping.
Their satisfaction can be beneficial to e-commerce platforms and businesses and can help
to further our understanding of the factors that influence purchasing decisions and
customer satisfaction.
Similarly, the study entitled “Impact of Price, Time, Trust, and Convenience to
Shopee Consumers’ Online Shopping Behavior" conducted by Bulacan et al. (2021),
aimed to investigate the impact of price, time, trust, and convenience on the online
shopping behavior of Shopee consumers in the Philippines. The study found that price
was a crucial factor in influencing the behavior of Shopee consumers, with affordability,
discount vouchers, and reasonable pricing being the most important considerations when
making purchases on the platform. Additionally, the study demonstrated that online
shopping on Shopee provided a time-efficient alternative for consumers, eliminating
waiting time for queuing in checkout compared to brick-and-mortar stores. These
findings suggest the significance of developing pricing strategies that cater to the
preferences and needs of Shopee customers and have significant implications for
businesses and e-commerce platforms in the Philippines.
Additionally, the study entitled "Study of the Effects of Customer Service
Quality and Product Quality on Customer Satisfaction and Customer Loyalty" by Altejar
et al. (2019), examines the impact of customer service quality and product quality on
customer satisfaction and loyalty. The study was conducted among retail customers using
a survey questionnaire to collect data. The findings suggest that both customer service
quality and product quality have a significant impact on customer satisfaction and
loyalty. The study found that customers who perceive higher levels of customer service
quality and product quality are more satisfied and loyal. However, the study also revealed
that customer service quality has a stronger impact on customer satisfaction and loyalty
than product quality. Therefore, businesses should focus on providing high-quality
customer service to improve customer satisfaction and loyalty. The study also
emphasizes the importance of businesses continuously improving their customer service
and product quality to maintain their competitive advantage and retain customers over
the long term.

Foreign
According to a study entitled "Online Consumer Satisfaction During COVID
19: Perspection of Developing Country'' by Yonghui et al. (2021), product or services
significantly influences trust, customer satisfaction, customer loyalty, and perceived risk.
As their real experiences coincide with their perceptions, customers who shop directly
online have a far greater perception of confidence and contentment. Consumer judgment
that appears due to their experience strongly impacts their satisfaction level. If the
product quality fails to meet the requirements, it negatively affects the degree of
satisfaction.
The study of L. Boon, Y. Fern, and H. Singh (2021), entitled "The Study of
Customer Satisfaction of Shopee Customers in Malaysia," stated that trust, web quality,
security, price, and electronic word-of-mouth influence addressing the requirements
under desire or satisfying the necessities of consumers. When making a purchase during
online shopping activities, consumers have expectations about the product, vendor,
service, and website quality. All their expectations will have an impact on their attitudes
and intentions when using the online shopping platform, which will affect how they
decide to act and what they buy. Moreover, satisfied customers not only continue to buy
the same products or services but also spread positive word-of-mouth, benefiting the
sellers.
According to research entitled "Determinants of Customer Satisfaction in
Online Shopping" by Jain and Sharma (2020), customer trust a website if it is ethical,
legal, and credible, and can protect their privacy with accurate, concise, current, clear,
complete, and useful content. With these, customers are more likely has an intention to
purchase via that website. Online retailers should develop a secure online interface,
provide extensive information on the goods and services they offer, and give customers
the chance to see them in action to increase online shoppers' trust and confidence in their
purchases. Additionally, a productive system for dealing with customer support requests
and concerns, such as live chat, 24/7 customer service, etc., will surely improve the online
shopping experience and raise online customers' satisfaction.
Synthesis
The foreign and local literature and studies cited in our research are directly
relevant to our topic, which is the "Customer Satisfaction Level of Grade 12 ABM
Students at UDM Using the Shopee Application." These sources provide various
perspectives, ideas, and concepts related to the study.
Shopee, in particular, has emerged as one of the most well-known e-commerce
apps due to its successful launch and user-friendly qualities that provide a fast and
enjoyable experience for customers. According to an article by The Philippines Retailer
Association (2018), Shopee was introduced in late 2015. Over the years, Shopee has
gained millions of active users and expanded its user base across Southeast Asia.
Additionally, Yeo (2022) published an article stating that Shopee has helped companies
meet their customer's needs and wants by offering features like freebies and coins, which
make the overall experience more enjoyable.
Jain and Sharma's study (2020) suggests that effective online shopping services,
such as customer service and detailed product descriptions, are crucial in increasing
customer satisfaction. Quality is a subjective measure, and service quality is evaluated
based on customer perceptions (Parasuraman et al., 1988). Product quality refers to how
well a delivered good meets customer expectations, while service quality pertains to how
well a service aligns with customer expectations. Product pricing reflects the amount
customers are willing to pay. Additionally, competitive pricing is important to avoid
excessive costs, especially when similar products are available from competitors. Hanif,
Hafeez, and Riaz (2010) found that price fairness impacts customer satisfaction more
than customer service. Nauman and Giel (1985) state that a product's quality and service
quality largely influence its price. Customer satisfaction is defined by consumers'
reactions to their product or process expectations and experiences (Hallowell, 1996).
Based on the information gathered from these sources, it is evident that the usage
of e-commerce apps has significantly contributed to the popularity of online shopping.
Shopee aims to ensure customer satisfaction, foster loyalty, and drive sustainable growth
in the highly competitive e-commerce market. Determining customer satisfaction is
crucial for offering high-quality products and services that align with their expectations.
This understanding allows businesses to improve the quality of their offerings. Therefore,
the aim of this research is to assess the level of customer satisfaction in using Shopee as
an e-commerce app.
CHAPTER III
Methodology
This chapter presents the methods to be used in the study, including the research
design and locale, sample and sampling techniques, research instrument, data gathering
procedure, and statistical treatment of the data.
Research Design
According to Sugiyono (2011), quantitative research studies are used to measure
problems by producing numerical data or data that can be converted into statistics. The
type of research used in this study is quantitative research with a descriptive approach.
This study uses a descriptive approach with the aim of describing the object of research
or research results.
Descriptive design relates the objectives of the research work as per the obtained
findings. In this regard for this research work descriptive research design has been
selected as the researcher's main theme is to relate the findings with the conclusion based
on the research objectives. Descriptive design extrapolates specific cases to the general
rules.
According to Shona McCombes (2019), a descriptive research design can study
one or more variables using a wide range of research techniques. Contrary to
experimental research, the researcher just observes and measures the variables in this
type of study.
Research Locale
The study was conducted at the Senior High School of Universidad de Manila.
This place was selected knowing the respondents of the study are the Grade 12 ABM
students at the aforementioned university in the S.Y. 2022-2023.
Figure 2.0 Universidad de Manila Campus

Sampling Technique
The sampling technique that was used in this study is purposive sampling since
the researchers only selected the Grade 12 ABM Shopee users in Universidad de Manila
- Senior High School department as the respondent of this study. To determine the sample
size, the researchers use the Slovin's formula.
𝑁
𝑛=
1 + 𝑁𝑒 2
Wherein:
n = Sample size
N = Population size
e = Desired margin of error
Respondents of the Study
The respondents of the study are Grade 12 Accountancy, Business, and
Management (ABM) students from Universidad de Manila. The total number of
respondents is one hundred twenty (120) students from the four sections of the ABM
strand. The respondents were chosen since they are the ones who experienced the factors
that influence customer satisfaction with the Shopee application. In addition, the ABM
strand teaches business-related subjects. Hence, learners in this strand have better
knowledge and competence to respond to the study's survey questionnaire.

Research Instrument
The researchers used a modified standardized instrument, wherein the researchers
modified the third part of the questionnaire in order to align it with the study. The
instrument utilized and modified was adopted from Barandino, C.L.S. et al., entitled
"Level of Satisfaction in Online Shopping of Clothes Among the Selected Online
Consumer in Brgy. Narra Catarman, Northern Samar," which is Likert’s scale: 5 -
strongly agree, 4 - agree, 3 – neither agree nor disagree, 2 - disagree, and 1- strongly
disagree.
"Customer Satisfaction Level of Grade 12 ABM Students at UDM Using Shopee
Application", is a descriptive study that aims to determine the respondents' level of
satisfaction. Shopee, according to the study entitled "Consumers’ Perception on Online
Shopping," has become the prevailing platform. On the other hand, customer satisfaction
is a metric that measures a company’s customers’ level of satisfaction. The purpose of
the survey is for the researchers to determine their level of satisfaction. The respondents’
responses are significant to this study, as their answers are the ones to be analyzed by the
researchers to have successful research and to achieve the study’s objectives.
The survey instrument has three parts. In Part I of the survey instrument, the
researchers will determine the demographic profile of the respondents. In parts II and III,
the researchers utilized survey questionnaires to determine the respondents’ level of
satisfaction on a 5-point Likert scale.

Parts II and III used the Likert scale, and the 5-point criteria are as follows:
Weight Mean Range Description Verbal
Interpretation
5 4.21 – 5.00 Strongly Agree Highly Satisfied
4 3.41 – 4.20 Agree Satisfied
3 2.61 – 3.40 Neither Agree nor Neither Satisfied
Disagree nor Dissatisfied
2 1.81 – 2.60 Disagree Dissatisfied
1 1.00 – 1.80 Strongly Disagree Highly Dissatisfied
Table 1.0 Likert Scale and Equivalent Description of the Mean

Data Gathering Procedure
The researchers of this study followed some procedures in order to achieve the
objectives:
1. Permission Request to Use Research Instruments
The researchers requested permission from the owners of the research entitled
"Level of Satisfaction in Online Shopping of Clothes Among the Selected Online
Consumer in Brgy. Narra Catarman, Northern Samar," to utilize and modify their
research instruments.
2. Validation
Upon receiving permission from the owners of the research, the researchers
sought consultation from experts to validate the research instruments. Following
validation, the researchers made necessary corrections to the instrument and
developed a questionnaire survey to distribute to the respondents.
3. Request for Permission to Conduct the Study
Before proceeding with the distribution of online questionnaires via Google
Forms to the respondents, the researchers formally requested permission from Mr.
Robert F. Norberte, the SHS Officer, to conduct the study.
4. Distribution of Survey Questionnaire
Subsequently, upon receiving permission from Mr. Robert F. Norberte, the
SHS Officer, the researchers proceeded to distribute the survey questionnaire to 120
grade 12 ABM students at the Universidad de Manila using Google Forms.
5. Analysis and Interpretation
After collecting the distributed questionnaire surveys from the grade 12
respondents, the researchers began the analysis process. The researchers organized
the data, tallied the scores, and applied the statistical treatment employed in this study
to derive the interpretations.
Statistical Treatment of the Data
When the data needed were all complete, they were compiled, sorted, and
organized. To interpret and analyze the data gathered by the researchers, the mean is
employed to determine the factors that significantly impact the satisfaction level of
respondents.
Mean
∑𝑥
𝑥̅ =
𝑁
Wherein:
∑ = Sum of:
X = Individual Score
𝑥̅ = Mean of All Scores
N = Sample Size
CHAPTER IV
Results and Discussion
This chapter presents the analysis and interpretation of data collected from
the questionnaire distributed to UDM Grade 12 ABM students. The data will be
presented in tabular form in accordance with the research questions that comprise the
study's statement of the problem.
PROBLEM NO. 1: What is the level of customer satisfaction to Shopee in terms of:
1.1 Product Quality;
1.2 Price; and
1.3 Service Quality?
Mean Description Verbal
Interpretation
Product Quality 3.387 Neither Neither Satisfied
nor Dissatisfied
Price 3.609 Agree Satisfied
Service Quality 3.721 Agree Satisfied
Customer 3.572 Agree Satisfied

Satisfaction Level
of Grade 12 ABM
Students at UDM
Using the Shopee
Application
Table 2.0 Level of Customer Satisfaction to Shopee
Table 2.0 presents an overall level of customer satisfaction with Shopee among
grade 12 ABM students at UDM in terms of product quality, price, and service quality.
According to Wibowo, Y.I (2022), customer satisfaction is influenced by both service
quality and product quality. When customers are satisfied with the service provided, it
increases their overall satisfaction levels.
Additionally, Yogi Tri Prasetyo and Darlene Gayle D Dela Fuente (2020)
mentioned that price has a significant impact on both purchasing decisions and
satisfaction. In terms of product quality, Shopee had a mean of 3.387, indicating that
respondents are neither satisfied nor dissatisfied with the products that the company
offers. The statement with the highest mean indicates that the product satisfies the
expectations of the customers (see Appendix B, Table 1).
In terms of pricing and service quality, the Shopee application received a
"satisfied" rating from grade 12 ABM respondents. The price obtained a mean of 3.609,
indicating that most of the students are satisfied with the factors (see Appendix B, Table
2) that lead to pricing satisfaction. On the other hand, service quality had the highest
overall mean of 3.721 out of the three. The survey results (see Appendix B, Table 3)
indicated that respondents are satisfied with the quality of service given that payment
options are available.
Overall, the grade 12 ABM respondents at UDM are satisfied with the quality of
product, service, and prices that the Shopee application offers.

CHAPTER V
Summary, Conclusion, and Recommendations
This chapter includes the review of the purpose of the study, summary of the
results and conclusions of the study and recommendations for further research and
possible studies are included in this chapter.
Summary of Findings
The data gathered from the distributed surveys of the respondents on the Level of
Customer Satisfaction shows as follows: satisfaction level in terms of product quality
with a mean of 3.387 and a neither satisfied nor dissatisfied satisfactory; satisfaction level
in terms of price with 3.609 and a satisfied satisfactory; satisfaction level in terms of
service quality with a mean of 3.721 and satisfied satisfactory; and satisfaction rate in
using Shopee with an overall mean average of 3.572 and a satisfied satisfactory.
Conclusion
After gathering data from 120 Universidad de Manila's Grade 12 Accountancy,
Business, and Management (ABM) students, the researchers concluded that the three
indicators, namely product quality, price, and service quality, have a significant positive
impact on customer satisfaction level when using the Shopee application.
Shopee's product quality, price, and service quality comply with the standards of
its customers, as the Grade 12 ABM participants are overall satisfied with the application.
However, there is still an opportunity for improvement, particularly in terms of the
product quality that Shopee provides, in order to attain higher levels of customer
satisfaction. Based on the findings of the study, the students were most satisfied with the
service quality. With this, the researchers advise Shopee to improve and strengthen the
factors influencing satisfaction among students.
Recommendations
The following recommendations were made for this research study:
1. For Shopee, to oversee thoroughly the services offered and observe the market,
allowing them to recognize the ongoing trends to cater the needs and wants of the
customers. Also, to create an engaging strategy that constantly connects with the
customers, successfully resulting in fulfilling customer satisfaction.
2. For sellers, provide store vouchers, flash sales, and promo codes to enhance the
experience of the customers that leads in improving the ratings of the shop so the
customers will highly trust the products and services they offer.
3. For customers, continue sharing their valuable experiences on the said company's
products and services for improved performance and professional development.
4. For ABM students, utilize this study as a guide especially to those aspiring future
entrepreneurs in the following ways by implementing business planning and
strategy. Through this, they can identify their target audience's needs,
preferences, and pain points. Moreover, recognizing competition in the market,
ABM students can gain valuable insights into the strengths and weaknesses of
existing competitors, identify gaps in the market, and develop strategies. This
study will broaden their understanding that helps them navigate the
entrepreneurial journey with greater insight and minimize potential threats.
5. For future researchers, this study will be valuable for those who wish to explore
and delve deeper into this topic. It can serve as a point of reference and provide
guidance for those who want to pursue further investigation in this study.
Researchers can build upon this study by expanding the scope of their research,
such as examining different aspects or including a broader range of participants.
They can also conduct long-term studies to gain a deeper understanding of the
subject. By doing so, they can obtain more specific and optimal research findings
related to the customer satisfaction in using Shopee in the future.

PROBLEM NO. 2: What intervention plan can be proposed in order to improve the
customer satisfaction level in using Shopee?
Intervention Plan
This research intervention aims to improve customer satisfaction on the Shopee
e-commerce platform by addressing key factors that influence customer satisfaction,
including product quality, price, and service quality.
The intervention proposes a holistic approach that combines effective quality
control measures, competitive pricing strategies, and exceptional customer service
practices. By focusing on these aspects, Shopee aims to ensure customer satisfaction,
foster loyalty, and drive sustainable growth in the highly competitive e-commerce
market.
• In terms of product quality, Shopee should establish stringent quality control
measures, including supplier audits, product inspections, and quality
certifications, to ensure that products listed on Shopee meet or exceed customer
standards. In 2022, Elizabeth Wellington wrote an article stating the importance
of implementing a feedback mechanism for customers to report product quality
issues, enabling prompt resolution and continuous improvement.
• Competitive pricing strategies should be made by conducting regular market
research and price benchmarking to ensure that products listed on Shopee are
competitively priced. According to an article on 7 learnings entitled, “How
dynamic pricing works: data driven price optimization,” it is important to employ
dynamic pricing algorithms and data analytics to optimize pricing based on
market demand, competitor pricing, and customer preferences.

• Shopee can improve service quality by investing in training programs for
customer service representatives to enhance their product knowledge,
communication skills, and problem-solving abilities. According to Bhattacharya
(2022), e-commerce applications should implement a multi-channel customer
support system, including live chat, email, and phone support, to provide quick
and efficient assistance to customers.
By adopting a holistic approach to product quality, pricing, and service quality,
Shopee can ensure customer satisfaction, drive loyalty, and gain a competitive edge in
the e-commerce market. This research intervention provides a comprehensive framework
that addresses key factors influencing customer perception. By implementing effective
quality control measures, competitive pricing strategies, and exceptional customer
service practices, Shopee can deliver a superior shopping experience that satisfies
customers' expectations and fosters long-term relationships.

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congress-proceedings/2018/ebm-13.pdf
Trinidad, L.A. & Lacap, J.P. (2021). Satisfaction and loyalty of online shoppers in
Angeles City, Philippines. PREO Journal of Business and Management, 2(2), 66-
83. Retrieved January 19, 2023, from
https://www.researchgate.net/publication/359711525_Satisfaction_and_Loyalty
_of_Online_Shoppers_in_Angeles_City_Philippines
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https://www.philretailers.com/shopee-phs-mobile-first-approach-key-to-e-
commerce-success
Yeo, S. (2022, March 15). How Shopee helps brands adapt to the changing demands of
consumers. Tech in Asia. Retrieved January 19, 2023, from
https://www.techinasia.com/shopee-helps-brands-adapt-changing-demands-
consumers
Wibowo, Y.I. (2022, June 11). Literature review customer satisfaction determination and
level of complaint: Product quality and service quality. Dinasti International
Journal of Digital Management. Retrieved January 19, 2023, from
https://dinastipub.org/DIJDBM/article/download/1268/879/
Mustakim, N.A., Hassan, Z., Sauid, M.K., Ebrahim, Z.B., & Mokhtar, N. (2022, October
8). Factors affecting customer satisfaction on Shopee. International Journal of
Academic Research in Business and Social Sciences, 12(10), 544-556. Retrieved
January 19, 2023, from http://dx.doi.org/10.6007/IJARBSS/v12-i10/14751
Prasetyo, Y.T. & Fuente, D.G.D.D. (2020). Determinant factors affecting customer
satisfaction among Filipinos in Lazada online shopping during COVID-19
pandemic: A structural equation modeling approach. 2020 7th International
Conference on Frontiers of Industrial Engineering (ICFIE), Singapore, 2020, pp.
48-52, doi: 10.1109/ICFIE50845.2020.9266734. Retrieved January 19, 2023,
from https://ieeexplore.ieee.org/abstract/document/9266734
Altejar et al. (2019). Study of the Effects of Customer Service Quality and Product
Quality on Customer Satisfaction and Customer. ResearchGate. Retrieved May
12, 2023, from https://doi.org/10.6084/m9.figshare.10055225.v1 Rao, Y.,
Saleem, A., Saeed, W., & Ul Haq, J. (2021, October 1) Online consumer
satisfaction during COVID-19: Perspective of a developing country. Front.
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Lim, K.B., Fern, Y.S., & Singh, H.S. (2021, July 31). The study of customer satisfaction
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APPENDICES
APPENDIX A
PERMISSION LETTER TO THE DEAN
For the Administration of the Research Questionnaire
March 27, 2023
ROBERT F. NORBERTE, Ph. D. (c)

Officer
This University
Sir:
Greetings!
The undersigned is currently conducting a study on the “Customer Satisfaction Level

of Grade 12 ABM Students at UDM Using the Shopee Application”. This undertaking
is part of the requirements for the completion of the subject, Inquiries, Investigation, and
Immersion.
The respondents of this study are the undergraduate students of your department. We
would like to give the questionnaire to those who will be randomly chosen to be the
respondents of the research.
In connection with this, I would like to request your approval to allow us to schedule the
administration of the research instrument.
Looking forward to your much needed approval of this request.

Sincerely,
ALLAN PAULO U. CUYA

Leader
Recommending Approval:
ALEXIS JHON A. REBANCOS

Research Adviser
Approved and noted by:
ROBERT F. NORBERTE
Officer, Senior High School
LETTER FOR STATISTICIAN
April 11, 2023
JASFER VENTURA
Lecturer, Mathematics Area
This University
Thru: Ms. Jesserene Cleeyan C. Samonte

Coordinator, Mathematics Area
This University
Sir and Madame:
Greetings of peace!
The undersigned is currently conducting a study on the “Customer Satisfaction Level

of Grade 12 ABM Students at UDM Using the Shopee Application”. This undertaking
is part of the requirements for the completion of the subject, Inquiries, Investigation, and
Immersion.
An essential part of our research is the statistical treatment of the data we have gathered.
In this regard, we would like to ask for your expertise to check the formulas that we are
going to utilize in our study.
Thank you for your kind consideration and immediate response on this matter.
Sincerely,
ALLAN PAULO U. CUYA

Leader
Recommending Approval:
ALEXIS JHON A. REBANCOS

Research Adviser
Approved and noted by:
ROBERT F. NORBERTE JASFER VENTURA

Officer, Senior High School Lecturer, Mathematics Area
PERMISSION LETTER
March 27, 2023
Mr. ROBERT F. NORBERTE, PhDC

SHS Officer
This Institution
Sir:
Greetings of Peace and Goodwill!
The undersigned are currently conducting research entitled “Customer

Satisfaction Level of Grade 12 ABM Students at UDM Using the Shopee
Application”. This is in partial fulfillment of the requirements in our subject Inquiries,
Investigation, and Immersion (III) from Academic Track under the Accountancy,
Business and Management (ABM), wherein the undersigned were enrolled.
Relative thereto, the undersigned are respectfully requesting in your good office
the permission to gather data by distributing online questionnaires through google forms.
The undersigned are very willing to give the final copy of the research study as soon as
it will be completed. Rest assured that the data gathered shall be used for the purpose of
research and will be treated confidentially.
Your positive response regarding our request will greatly help for the success of
the study!
Thank you very much and God bless!
Respectfully yours, Noted by:
Adorna, Barbie V. Mr. Alexis John A. Rebancos, LPT

Anzures, Marianne P. Research Adviser
Bernardo, Keith Christian S.
Bravo, Ma. Regina D.
Calamaan, Maria Antonette T.
Cortez, Frederick Jr. M.
Cuya, Allan Paulo U.
Depanes, Cyrene Lei M.
Galang, Rhyzen Sean S.
Gali, Bea Bianca M.
Villamiel, Lj R.
Researchers
LETTER FOR GRAMMARIAN
May 9, 2023
The Chair and Panel Members

UDM-SHS Research Department
Sirs / Mesdames:
Greetings of Peace and Goodwill!
I hereby certify that I have reviewed and checked the grammar and syntax of this
research instrument used by the researchers in their study entitled, “Customer
Satisfaction Level of Grade 12 ABM Students at UDM Using Shopee Application”.
The questions are comprehensive and readable. The researchers are particular in
the construction or structure and order of sentences, clauses, phrases, words, article
usage, spelling, and punctuation.
Comments and Suggestions:

_____________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_________________________________
RICKY C. AGUILAR
________
Signature over Printed Name of the Grammarian / Date
APPENDIX B
SURVEY QUESTIONNAIRE
on
CUSTOMER SATISFACTION LEVEL OF GRADE 12 ABM STUDENTS
AT UDM USING THE SHOPEE APPLICATION
Email: ________________________________________________________________
Survey Procedure
This particular survey is 3-step filtering questionnaire, aimed to determine the
Customer Satisfaction Level of Grade 12 ABM Students at UDM Using Shopee
Application. The following are the expected sections you will find in this survey
questionnaire:
Section I: The first section of this survey questionnaire will consist of questions
that aim to determine the Customer satisfaction level in terms of Price.
Section II: The second section of this survey questionnaire will consist of
questions that aim to determine the Customer satisfaction level in terms of Service
Quality.
Section III: And for the last section of this survey questionnaire, it will consist of
questions that aim to determine the Customer satisfaction level in terms of Product
Quality:
The metric measurement of the customer's satisfaction and will be the choices of
this survey will be; 1-Strongly disagree, 2-Disagree, 3-Neither, 4-Agree, and 5-Strongly
agree.
Since the outcome of this section will be extremely important to the research
itself, we, the researchers, respectfully ask the respondents to answer as honestly as they
can.
Name (Surname, First Name, Middle Initial (Optional): _________________________
Profile
Section:
o ABM 12-A
o ABM 12-B
o ABM 12-C
o ABM 12-D
I. Customer level of satisfaction in terms of product quality:
Statements Strongly Disagree Neither Agree Strongly

Disagree (2) (3) (4) Agree
(1) (5)
1. The
product
quality meets
my
expectations.
2. The quality
of the product
in online
shopping is
very good
that I would
consider
purchasing it
again.
3. Online
shop offers
product with
bad quality.
4. Online
shop product
quality is
disappointing.
5. Online
shopping
offers many
products with
great quality.
II. Customer level of satisfaction in terms of price:

(1) (5)
1. Online
shopping
offers
products in
a cheap
price.
2. The first
thing I look
for when
I’m
shopping
online is the
price.
3. Online
shopping
does not
affect my
budget too
much.
4. Online
shopping
products are
too
expensive
for me.
5. Online
shopping
products are
affordable.
III. Customer level of satisfaction in terms of service quality:

(1) (5)
1. Shopee has
many
available
shipping
options.
2. Customer
service
representative
solved my
problem in a
short period
of time.
3. Shopee has
fast delivery.
4. The
Website
Application
has high
quality.
5. Shopee has
many
available
payment
options.
APPENDIX C
Survey Responses
Table 2.1. Satisfaction Level of Grade 12 ABM Students in terms of Product
Quality
Statement Mean Verbal Interpretation
1. The product quality meets my expectations. 3.97 Satisfied
2. The quality of the product in online shopping is 3.93 Satisfied
very good that I would consider purchasing it again.
3. Online shop offers with bad quality. 2.58 Dissatisfied
4. Online shop product quality is disappointing. 2.53 Dissatisfied
5. Online shopping offers many products with great 3.925 Satisfied
quality.
Weighted Average 3.387 Neither Satisfied nor
Dissatisfied
Table 2.1 presents the satisfaction results of grade 12 ABM students if the Shopee
application satisfied them in terms of product quality. The table shows the statement with
the highest mean of 3.97, which is "The product quality meets my expectations."
Meanwhile, the statement with the lowest mean of 2.53 is "Online shop product quality
is disappointing." This means that the students are not that satisfied with the Shopee
application in terms of product quality. According to Wibowo, Y.I. (2022), titled
"DETERMINATION AND LEVEL OF COMPLAINT: PRODUCT QUALITY AND
SERVICE QUALITY" one of the factors in customer satisfaction is product quality. In
addition, the aforementioned e-commerce platform can increase customer satisfaction by

offering quality products with fair pricing and ease of use. Overall, the grade 12 ABM
respondents are neither satisfied nor dissatisfied with the product quality Shopee has
offered.
Table 2.2. Satisfaction Level of Grade 12 ABM Students in terms of Price
1. Online shopping offers products in a cheap 4.225 Highly Satisfied
price.
2. The first thing I look for when I’m shopping 4.408 Highly Satisfied
online is the price.
3. Online shopping does not affect my budget 2.841 Neither Satisfied nor
too much. Dissatisfied
4. Online shopping products are too expensive 2.616 Neither Satisfied nor
for me. Dissatisfied
5. Online shopping products are affordable. 3.958 Satisfied
Weighted Average 3.609 Satisfied
Table 2.2 presents the pricing satisfaction results from the Grade 12 ABM
students' questionnaire. The statement with the highest mean of 4.408 is "The first thing
I look for when I'm shopping online is the price," indicating that the majority of students
are satisfied with the pricing. On the other hand, "Online shopping products are too
expensive for me," with a mean of 2.616, has the lowest satisfaction rating. According to
Bulacan et al. (2021), the behavior of Shopee consumers is influenced by price, with
affordability, discount vouchers, and reasonable pricing being the most important
considerations when making purchases on the platform. Therefore, the results imply that
the majority of the students are satisfied with the factors that contribute to pricing
satisfaction. Overall, the Grade 12 ABM respondents express satisfaction with the pricing
offered by Shopee.
Table 2.3. Satisfaction Level of Grade 12 ABM Students in terms of Service
Quality
1. Shopee has many available shipping options. 4.075 Satisfied
2. Customer service representative solved my 3.325 Neither Satisfied nor
problem in a short period of time. Dissatisfied
3. Shopee has fast delivery. 3.291 Neither Satisfied nor
Dissatisfied
4. The Website Application has high quality. 3.625 Satisfied
5. Shopee has many available payment options. 4.291 Highly Satisfied
Based on Table 2.3, the result shows a satisfactory survey regarding service
quality. "Shopee has many available payment options." Having the highest rate with a
mean of 4.291 shows that the customers are highly satisfied with the availability of
payment options Shopee has offered. Meanwhile, the lowest mean on the table is "Shopee
has fast delivery," with the mean of 3.291 indicating that the customers are neither
satisfied nor dissatisfied with the time frame of Shopee delivery. Means, the availability
of multiple shipping options, payment options, and the high quality of the website
application received high levels of satisfaction. While there is room for improvement in
areas such as fast delivery and problem-solving time. According to Altejar et al. (2019),
businesses should focus on providing high-quality customer service to improve customer
satisfaction and loyalty. Overall, the Grade 12 ABM students are "satisfied" with the
quality of service offered by Shopee.
Table 3. Satisfaction Rate of UDM Grade 12 ABM Students in Using Shopee
Statement Mean Verbal
Interpretation
The first thing I look for when I’m shopping online 4.408 Highly Satisfied
is the price.
Shopee has many available payment options 4.291 Highly Satisfied
Online shopping offers products in a cheap price. 4.225 Highly Satisfied
Shopee has many available shipping options. 4.075 Satisfied
The product quality meets my expectation 3.97 Satisfied
Online shopping products are affordable. 3.958 Satisfied
The quality of the product in online shopping is very 3.93 Satisfied
good that I would consider purchasing it again.
Online shopping offers many products with great 3.925 Satisfied
quality.
The Website Application has high quality. 3.625 Satisfied

Customer service representative solved my problem 3.325 Neither Satisfied nor
in a short period of time. Dissatisfied
Shopee has fast delivery. 3.291 Neither Satisfied nor
Dissatisfied
Online shopping doesn’t affect my budget too much. 2.841 Neither Satisfied nor
Dissatisfied
Online shopping products are too expensive for me. 2.616 Neither Satisfied nor
Dissatisfied
Online shop offers with bad quality. 2.58 Dissatisfied
Online shop product quality is disappointing. 2.53 Dissatisfied
Table 3 represents the ranking of each criterion that the Shopee application met
for UDM grade 12 ABM respondents. The table also indicates the criteria with the lowest
means that must be addressed in order to fulfill the customer's level of satisfaction.
Overall, the weighted mean in the table shows that students are satisfied with the Shopee
app's product quality, price, and service quality.

APPENDIX D
Curriculum Vitae of the Researchers
Name: Barbie V. Adorna
Address: 463 Legaspi St. Intramuros Manila
Cellphone Number: 09818018391
Email: Barbieadorna5@gmail.com
PERSONAL DATA
Nationality: Filipino
Sex: Female
Marital Status: Single
Date of Birth: November 6, 2003
Place of Birth: Manila, Philippines
EDUCATIONAL BACKGROUND
2011-2017 Apolinario Mabini Elementary School
2017-2021 Manila High School
2021-2023 Universidad de Manila
SKILLS
• Leadership
• Fast Learner
• Problem-solving Skills
• Hardworking
• Analytical Skills
Name: Marianne P. Anzures
Address: 2453-B Gen. Lukban St. Gagalangin
Tondo, Manila
Email: marianneanzures1102@gmail.com
PERSONAL DATA
Sex: Female
2011-2017 Lakan Dula Elementary School
2017-2021 Lakan Dula High School
SKILLS
• Critical Thinking
• Analytical Skills
• Flexibility
• Time Management
• Collaborative
Name: Keith Christian S. Bernardo
Address: 753 A Int. 35 Raxabago St. Tondo, Manila
Email: keithbernardo013@gmail.com
PERSONAL DATA
Sex: Male
Date of Birth: September 13, 2005
2011-2017 Jose Rizal Elementary School
SKILLS
• Organizational Skills
• Flexible in assisting people
• Incorporate my ideas to help people
• Strong communication skills
Name: Ma. Regina D. Bravo
Address: 532 Peñalosa Street Tondo, Manila
Email: reginabravo651@gmail.com
PERSONAL DATA
Sex: Female
Date of Birth: February 15, 2005
2011-2017 Teodoro R Yangco Elementary School
SKILLS
• Adaptiveness
• Analytical skills
• Hardworking
• Attention to detail
• Motivated, determined. and consistent
Name: Maria Antonette T. Calamaan
Address: 1720 Kalimbas Street, Brgy. 338,
Santa Cruz, Manila
Email: antonettecalamaan@gmail.com
PERSONAL DATA
Sex: Female
Date of Birth: August 15, 2004
2011-2017 San Bartolome Elementary School
2017-2021 University of Santo Tomas
SKILLS
• Adaptability
• Graphic Design
• Attention to Detail
• Intrapersonal Skills
• Teamwork and Collaboration
• Time Management
Name: Frederick M. Cortez Jr.
Address: 1301 Torres Bugallon St. Tondo, Manila
Email: frederickcortez28@gmail.com
PERSONAL DATA
Sex: Male
Date of Birth: April 28, 2005
2011-2017 Plaridel Elementary School
2017-2021 Florentino Torres High School
SKILLS
• Communication Skills
• Critical Thinking
• Time Management
• Active Listening
Name: Allan Paulo U. Cuya
Address: 1074 Corregidor Street Tondo, Manila
Email: allanpaulocuya09@gmail.com
PERSONAL DATA
Sex: Male
Date of Birth: December 9, 2004
Place of Birth: Meycauayan Bulacan, Philippines
2011-2017 Lapu-Lapu Elementary School
SKILLS
• Adaptability
• Fast Learner
• Leadership
• Problem Solving
• Critical Thinking Skills
Name: Cyrene Lei M. Depanes
Address: 2088 Hilum Ext. Pandacan, Manila
Email: dcyrenelei@gmail.com
PERSONAL DATA
Sex: Female
Date of Birth: June 4, 2005
2011-2017 Jacinto Zamora Elementary School
2017-2021 Carlos P. Garcia High School
SKILLS
• Communication skills
• Fast learner
• Time management
• Accustomed to working in groups and meeting deadlines.
Name: Rhyzen Sean S. Galang
Address: 1334 C2 Masinop St. Tondo Manila
Email: rhyzengalang23@gmail.com
PERSONAL DATA
Sex: Male
Date of Birth: May 23, 2005
2011-2017 Isabelo Delos Reyes Elementary School
2017-2021 Tondo High School
SKILLS
• Creativity
• Active Listening
• Time Management
Name: Bea Bianca M. Gali
Address: 2929 Molave Street Tondo, Manila
Email: gbea9283@gmail.com
PERSONAL DATA
Sex: Female
2011-2017 Lapu-Lapu Elementary School
SKILLS
• Adaptiveness
• Fast learner
• Hardworking
• Time Management
• Creativity
• Communication skills
Name: Lj R. Villamiel
Address: 2221 Narra St. Batangas Tondo, Manila
Email: ljvillamiel@gmail.com
PERSONAL DATA
Sex: Female
Date of Birth: October 25, 2005
2011-2017 Andres Bonifacio Elementary School
2017-2021 Ramon Magsaysay High School
SKILLS
• Computer Proficiency
• Proficient in using MS Office
• Leadership
• Attention to Detail
• Adaptability
• Teamwork and Collaboration
CERTIFICATE OF ORIGINALITY
This is to certify that this research paper is an original creation and has been
produced solely by the undersigned individuals named herein, without any unauthorized
assistance or plagiarism. We have explicitly recognized any contributions made by other
individuals with whom we collaborated, whether at Universidad de Manila or elsewhere,
in the content of this thesis.
CUYA, ALLAN PAULO U.

Leader
ADORNA, BARBIE V. ANZURES, MARIANNE P.

Member Member
BERNARDO, KEITH CHRISTIAN S. BRAVO, MA. REGINA D.

Member Member
CALAMAAN, MARIA ANTONETTE T. CORTEZ, FREDERICK JR. M.

Member Member
DEPANES, CYRENE LEI M. GALANG, RHYZEN SEAN S.

Member Member
GALI, BEA BIANCA M. VILLAMIEL, LJ R.

Member Member

Customer Satisfaction Level of Grade 12 ABM Students at UDM Using The Shopee Application (Final Research Paper)

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Customer Satisfaction Level of Grade 12 ABM Students at UDM Using The Shopee Application (Final Research Paper)

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Universidad De Manila

(Formerly City College of Manila)

“CUSTOMER SATISFACTION LEVEL OF GRADE 12 ABM STUDENTS

S.Y. 2022 – 2023

experience, complete with reliable payment and delivery services.

The research employed a quantitative approach, utilizing a structured

there is room for improvement, particularly in terms of product quality, in order to

satisfaction based on the study's findings.

Overall, the research contributes to the understanding of customer satisfaction

This thesis titled “Customer Satisfaction Level of Grade 12 ABM Students at

and approval for oral examination.

MR. RICKY C. AGUILAR MR. ALEXIS JHON A. REBANCOS

MR. PAUL ANTHONY B. PINCA

MR. ARNEL BALDWIN D. JERUS MR. JASFER CRIZAN E. VENTURA

MS. PRINCESS DESSA C. MACASPAC

Accepted and approved in partial fulfillment of the requirements for the

Accountancy, Business and Management of the Senior High School Program in

GENARO E. GETIGAN ROBERT F. NORBERTE, PhDc

which enabled us to successfully complete this research.

appreciation of his immense effort, perseverance, and unwavering determination

throughout the project.

advisor and mentor.

to obtain the data required to make this thesis conceivable.

especially the strength, courage, patience, wisdom, time, and guidance.

The Problem and Its Background………… ……………………………………….9

Statement of the Problem……………………………………………….….…11

Scope and Delimitations..………………...…………………………….…….16

Significance of the Study……………………………………………………..17

Review of Related Literature and Studies…………………………………………19

Methodology of the Study…………………………………………………………...27

Respondents of the Study……….…………………………………………….29

Data Gathering Procedure……………………………………………….…….32

Statistical Treatment of the Data………………………………………………33

Results and Discussion……………………………………………………………….34

Summary, Conclusions, and Recommendations…………...………………………36

Permission Letter to the Dean..………………………..……………………..45

Letter for Statistician………....………………………..……………………..47

Letter for Grammarian………..………………………..……………………..49

Curriculum Vitae of the Researchers.………………………………….………….60

Table 2.0 Level of Customer Satisfaction to Shopee………..………………………..34

Table 2.1 Satisfaction Level of Grade 12 ABM Students in terms of Product

Table 2.3 Satisfaction Level of Grade 12 ABM Students in terms of Service

Figure 1.0 Conceptual Framework……………………………………………………14

Figure 2.0 Universidad De Manila Campus….………...……………………………..28

The Problem and Its Background

and knowledge about products and services (Vasíc et al. 2019).

expectations for a product lead to customer satisfaction. If a product meets a customer's

item. According to the study entitled “Consumers’ Perception on Online Shopping,”

published by Buzzsetter, the platform keeps developing an accessible and inclusive

Filipinos preferred to use it.

Customer satisfaction is a metric that measures a company's customers' level of

improve the product, service, and overall customer experience.

level of satisfaction of Shopee customers.

Statement of the Problem

1. What is the level of customer satisfaction to Shopee in terms of:

1.1. Product Quality;

1.2. Price; and

1.3. Service Quality?

2. What intervention plan can be proposed in order to improve the customer

satisfaction level in using Shopee?

According to a marketing theory by Philip Kotler, every customer has a value.

Customer value is a construction that is made up of three components: product quality,

on the market and can be utilized to measure the quality of a product.