Call for papers Volume-4, Issue-1, April 2023 Last date of submission : 31-04-2023

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Ceazar Jose H. Leyba, Dr. Leonora T. Malibiran & Dr. Richard Oliver F. Cortez

Strategies To Maintain Customer Satisfaction And Increase Trust Level On Electronic Shopping


One of the most important things to perform in the process of guaranteeing clients' delight and higher trust level is to develop a marketing plan for electronic shopping. The owners of businesses must devise strategies to get a competitive edge over rivals. Reducing the occurrence of the many dangers that online buyers face is one of the techniques to be used.

The goal of the study was to identify the variables that influence consumers' willingness to engage in online purchasing. These were taken into account when devising tactics to boost levels of satisfaction and trust. It specifically attempted to achieve the following goals: 1.) To display demographic profiles by age, gender, and kind of employment.  2.) To learn how frequently respondents experience usability of the various factors in online shopping 3.) To learn how frequently the respondents encounter financial risk, product risk, convenience risk, non-delivery risk, and safety and security risk 4.) To see if there is a significant difference in the respondents' encounters as to frequency of occurrence for all types of risks across age groups, gender, and nature of work groups. 5. To pinpoint the issues limiting client pleasure and trust in online shopping services. 6.) To create techniques for use in electronic shopping services that will raise consumer satisfaction and trust levels.

In this study, the descriptive methodology was used. The main tool utilized to get data from the 102 respondents was a structured questionnaire. In order to supplement the responses provided on the survey questionnaires, interviews were conducted at random with the chosen employed, businessmen, professionals, students, and unemployed respondents. The percentage, weighted mean, Likert scale, ranking, analysis of variance (ANOVA), and t-test using computed and tabular t-values are the statistical tools used to present, analyze, and interpret the data.


The following were the most important findings: 1.) The cost of shipping is the most frequent financial risk. Sometimes the weight of the goods is excessive for the prices being paid.  The prices are not uniform; certain items have greater pricing than usual due to the packaging rather than the real value of the goods. 2.) Online buyers occasionally worry about faulty goods, delivery expenses, credit card fraud, and other issues that come up as a result of their transaction. 3.) The possibility of having trouble locating the product occasionally arises since it is tiring to search through the many product lines. Customers stop buying altogether as a result. Customers shop at online retailers, yet they want the merchandise quickly. 4. Because merchants make sure that the products are delivered to their consumers in the best condition possible, the risk of damaged goods occurs infrequently. They are correctly, safely, and appropriately sized and packed. 5. It is extremely rare for personal information to be disclosed to third parties. It is prohibited by law to reveal consumer data, such as personal information, to third parties. As a result, the sellers' transactions become more reliable. 7.) All online shoppers, when grouped according to age, gender, and line of work, have the same frequency of encountering all forms of dangers. This is because some shopping sites provide facilities for recommendations and reviews. They have all hardly ever encountered those risks while shopping for technological items. 8.) The main cause of customers' dissatisfaction with their purchases is the high delivery costs imposed by online retailers. Customers who believe that merchants are only interested in making a profit and not the satisfaction of their customers will have less faith in them. 9.) The respondents' responses to questions about encounter frequency, encounter frequency for usability attributes, and interview results form the basis for formulating strategies to raise customer happiness and trust in online buying.