Action Research: Title: Assessing Online Shops' Product Quality Towards Customer Satisfaction of

ACTION RESEARCH
Group Members: 1. Alday, Cindy M. 1801690

2. Felisilda, Ann Carol M. 1801203
3. Rosales, Darlene Faye C. 1600715
4. Soria, Vanessa H. 1801199
5. Villanueva, Hannah R. 1801805
Title: Assessing Online Shops' Product Quality towards Customer Satisfaction of

Batangas State University students
Background of the Study
A business organization faces a huge number of customers every day, for this
customer satisfaction should be incorporated along with the long-term goals as this is
linked to the success of the business. Improving customer satisfaction is a goal sought by
many businesses. In fact, some companies evaluate their salespeople based on how well
they satisfy their customers; in other words, not only must the salespeople hit their sales
targets, they have to do so in ways that satisfy customers. Product quality also plays an
important role in how the organization is defined from the point of view of the
customers. Based on the study of Lee, Wang, Lu, et al. (2016), perceived quality had the
greatest influence on customer satisfaction. Besides, customer satisfaction is a factor that
helps to stand out from the competition (Kierczak, 2020). It is a key point of differentiation
that helps to attract new customers in competitive business environments, and it will build
long term relationships with them. In a blog written by Chambers (2020), it revealed that
81% of satisfied customers are more likely to do business with the firm again if they have
a positive experience while 95% of customers will take action after a negative experience.
Therefore, customer satisfaction must be given a great focus to thrive in the competition.
Address: Hilltop Road, Brgy. Kumintang Ibaba, Batangas City 4200, Philippines
Telephone Numbers: +63 43 723 1446 | 980 0041
Website: www.ub.edu.ph
According to (Kotler & Keller, 2011) they define satisfaction as there is a
relationship between customers’ assumptions and perceived service performances with
consequences that may result in the feeling of convenience or dissatisfaction based on
the services that are delivered in a better or worse than what is perceived. However,
customer satisfaction is the customers’ assessment of the services post-purchase
compared to what they had anticipated (Oliver, 2012). Based on the definitions provided
by other researchers, customer satisfaction is the patron’s emotional assessment of a
good or service in terms of whether the good or service has met accordingly towards what
the patron has expected and needed. The effects can be positive if the performance of
the services goes above what the patrons’ assumption and vice versa.
The internet and e-commerce have drastically changed the way people around the
world research and shop for the things they need. A recent international study showed
how consumers in different markets use the internet as their modern retail solution for
everyday items. In March 2018, Periscope by McKinsey surveyed more than 2,500
consumers around the world (including 1,000 in the U.S.) to see how consumers are
researching and purchasing consumer packaged goods (CPG) products online. Like many
other industries that were once dominated by offline sellers, the new research shows the
CPG transactions are increasingly happening on the internet. Just like normal shopping,
online shops also provides consumers with more information and choices to compare
product and price, more choice, convenience, easier to find anything online (Butler and
Peppard, 2008). Online shopping has been shown to provide more satisfaction to modern
consumers seeking convenience and speed (Yu and Wu, 2007). On the other hand, some
consumers still feel uncomfortable buying online. Lack of trust, for instance, seems to be
the major reason that impedes consumers to buy online. Also, consumers may have a
need for the exam and feel the products and to meet friends and get some more comments
about the products before purchasing. Such factors may have a negative influence on
consumer decision to shop online.
Online shopping is the immediate solution for busy life in today's world. In the last
decade, there has been a major shift in the way customers shopping. Despite the ongoing
buying from a physical store by customers, online shopping is immensely convenient for
users or shoppers. Shopping online saves modern people precious time when they are so
distracted that they can't and don't want to shop a lot. With ever-growing numbers of
consumers familiarizing themselves with and benefiting from the Internet, online shopping
is gaining popularity and a priority among a community of consumers looking for a better
value proposition regarding knowledge, ease, expense, preference. Like other young
Asians, young people in Batangas are seeing new shopping options in the Philippines that
have given rise to the success and development of online shopping.
Unlike a physical shop, all items represented by text, images, and multimedia files
in online shops. Many online shops have links to many additional product details.
However, some online customers are an ambitious adventurer, fun hunter, shopping
enthusiast, and some of them are a technology muddler, who hate to ship the stuff. In
addition to this is that a growing number of researchers are becoming a contemporary
research field to consider this particular essence of online shopping (user behavior as they
are browsing, ordering, using products).
Internet or online shopping is growing rapidly nowadays as a lot of people are

staying at home, having free time compared to before. Internet shopping has been widely
accepted as a way of purchasing products and services. It has become a more popular
means in the Internet world (Bourlakis et al., 2008). This implies exponential growth of the
main players in this industry indicates there is still a large reservoir of market potential for
e-commerce. It is without a doubt that its convenience rendered an emerging trend among
customers. In addition, on-line shopping in the Philippines has grown rapidly and is
expected to increase exponentially in the future as internet penetration in rural areas
reaches widespread. However, it is also true that, as a result of modernization and rapid-
range life, reliance on online shopping is historically conservative to Filipino people. The
aim of this analysis is therefore to understand and assess the product quality of online
shop platforms through customer satisfaction and examining a number of factors in which
customer satisfaction is directly dependent.
Objectives of the Study General

Objective:
The goal of this study is to evaluate the quality of products being offered online through
customer satisfaction of Batangas State University students. Moreover, it sought to
assess the efficiency and effectiveness of products online.
Specific Objectives:
(a) To determine the profile of respondents as far as age, sex, societal position, and
geographic area.
(b) To determine the most used online shop by the students of Batangas State University.
(c) To determine the factors that influence the students in choosing what online shop to
buy on.
(d) To determine the quality of products online through different levels of customer
satisfaction.
(e) To determine if there is a significant relationship between deciding factors in choosing

what online shop and the impact of quality products by mere satisfaction.
(f) To recommend strategies or action recommendation plans.
D. References
(n.d.). Retrieved November 12, 2020, from

https://2012books.lardbucket.org/books/marketing-principles-v1.0/s17-03-
customer-satisfaction.html
Evaluating Factors Influencing Consumer Satisfaction towards Online Shopping in Viet

Nam. (n.d.). Retrieved November 12, 2020, from
https://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.679.5691
Lim, Y., Osman, A., Salahuddin, S., Romle, A., & Abdullah, S. (2016, March 04). Factors
Influencing Online Shopping Behavior: The Mediating Role of Purchase Intention.
Retrieved November 12, 2020, from
https://www.sciencedirect.com/science/article/pii/S2212567116000502
Roesler, P. (2018, April 16). New Research Reveals More Consumers Are Shopping
Online for Everyday Items. Retrieved November 12, 2020, from
https://www.inc.com/peter-roesler/new-research-reveals-more-consumers-are-
shopping-online-for-everyday-items.html

Action Research: Title: Assessing Online Shops' Product Quality Towards Customer Satisfaction of

Uploaded by

Copyright:

Available Formats

Action Research: Title: Assessing Online Shops' Product Quality Towards Customer Satisfaction of

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Action Research: Title: Assessing Online Shops' Product Quality Towards Customer Satisfaction of

Uploaded by

Copyright:

Available Formats

ACTION RESEARCH

Group Members: 1. Alday, Cindy M. 1801690

Title: Assessing Online Shops' Product Quality towards Customer Satisfaction of

Background of the Study

Internet or online shopping is growing rapidly nowadays as a lot of people are

Objectives of the Study General

(e) To determine if there is a significant relationship between deciding factors in choosing

(f) To recommend strategies or action recommendation plans.

(n.d.). Retrieved November 12, 2020, from

Evaluating Factors Influencing Consumer Satisfaction towards Online Shopping in Viet

You might also like