Call for papers Volume-12, Issue-1, December 2022 Last date of submission : 26-12-2022

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Dr. Shiela Mae S. Ortiz & Dr. Richard Oliver F. Cortez

Online Shopping Customer Satisfaction: Basis For Developing An Enhanced Strategy For Marketability


Electronic commerce signifies a major role in information technology and in communication advancement as proof in the field of the economy along with the globalization and marketability of the products and services for commercialism. Even if there is a covid-19 pandemic, it still leads industries for more local production though global trade was still barred. That is how and why e-commerce took part in the local scale of the economy. Furthermore, enhancement in internet helps business owners to buy, sell and contact on global scale in terms of logistics and deliveries. This has resulted in the unanticipated attention to electronic commerce in civilization.

Affluent commercial establishments are watchful of the pros and cons upon capitalizing into any business. Despite the disadvantages of e-commerce, numerous businessmen managed to win the interest of both the customers and companies and. Innovative technology is growing enormously, so it is likely to experience the inhibition of the flaws of technology (Yadiati et al., 2019).

Online shopping is currently one of the most prevalent system that emerged and flourished in trading, for it is more convenient, inexpensive and minimizing from public exposure. These have benefits for both online customers and sellers. However, as electronic transactions intensify related issues like dissatisfaction, privacy, incompetent deliveries surfaced.   

Some findings showed that the method of trading depends on the complications and shopping experiences in electronic marketing.  Besides, other studies specified that product quality, personal information, security, and business status are the features which the customers assess to consider the trusted online business (Horch et al., 2019).

Businesses using e-commerce today is a relevant experience that changed traditional shopping that we know today. Online shopping currently attracted many e-shoppers making it an advantage over other related businesses. People seems to purchase items anytime and anywhere at their convenient time utilizing available gadgets that are personally owned by anybody. This proved that technology is evolving at its giant steps constantly. Since, we just have to place an order, choose the method of shipment, and just wait for the delivery right to your doorstep (Ecommerce-Land, 2021).

The researcher used the descriptive method of research. The instruments were questionnaires, documents, and other printed materials. Unstructured interview was conducted to verify the answers in the questionnaires and to supplement the finding which were not revealed in the questionnaires.  The succeeding statistical tools such as frequency distribution, ranking, weighted mean, t-test, and Likert scales were used to interpret and evaluate the data gathered. The most significant conclusions are summarized as follows:  Majority of the consumer respondents are business owners and consumers of the middle-aged group. They are ranging from young adults to adults or who are starting out their careers. Majority of the business owner or seller respondents belong to the middle generation same as with the consumer respondents. These are the people who started their careers already and observing he business world. There are more female consumers compared to male. Female are more inclined to online shopping. Female business owners or sellers are more open to grab opportunities of the e-commerce industry that can bring to their businesses compared to male. Single consumers have more time on looking for their preferred products or goods in e-commerce to shop online compared to married couples who have already families to prioritize.  Business consumers which are already married have so much resources to use when owning and operating businesses here in the Philippines; since they have established enough incomes. Consumer respondents who are college graduates do really find online shopping more convenient for them as they have their phones being checked regularly.

The following objectives summarize the field of study: 1. To know the most popular e-commerce methods here in the Philippines.  2. To determine the different types of businesses existing in Philippine e-commerce industry.   3.  To gather the online shopping factors recommended by the respondents that affect customer satisfaction.  4.  To describe the limitations of online shopping for consumers and sellers.  5.  To distinguish the gravity of effects of these online factors on customer satisfaction.  6.  To determine whether there is difference between the answers of consumers and business owners in electronic shopping  7.  To develop an enhanced guideline for marketability.