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APPROVAL SHEET

This Marketing Research entitled “Predictors of Customer Satisfaction


in M-Commerce” prepared and submitted by Irene V. Autida in partial
fulfillment of the requirements for the degree of Bachelor of Science in
Business Administration has been examined and recommended for
corresponding oral examination, approval and acceptance.

DR. KHAIRONESA P. PAHM


Adviser

COLLEGE OF BUSINESS ADMINISTRATION PANEL OF EXAMINERS


APPROVED by the College of Business Administration panel of
examiners with a grade of ______

DR. ROBERTO T. DIAMANTE


Chairman

MARL T. ALE, MBA LINDA U. DELA PENA


Panel member Panel member

ACCEPTED, in partial requirements of the degree of Bachelor of


Science in Business Administration.

DR. KHAIRONESA PAHM


Program Head,
College of Business Administration

DR. ROBERTO T. DIAMANTE


Assistant Vice President
Academics and Research

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ACKNOWLEDGEMENT

First and foremost, the researcher humbly gives glory, honor and praise to

God, for giving her the knowledge and wisdom for the success of this study.

You have been her strength, foundation and the best teacher who has never

failed her till the end. Thank you Lord!

To her family who are always there for her, never stopped encouraging

and supporting her especially when she felt like quitting and giving up. Thank

you always for reminding her that you are one of the reasons why she is still

fighting and striving for her dreams.

And to her friends and classmates who are always helping her to find

solutions to every problem that she encountered. She knew that they have

their own problems too, but still they were there for her and willing to help. She

may not be able to finish this without your help, guys. So thank you so much!

And lastly, to her instructor. She is extremely thankful to Dr. Khaironesa

Pahm who serve as her adviser. Thank you also to the panel members Mr.

Marl T. Ale and Mrs. Linda U. Dela Pena for always correcting and guiding

her, you are the key to her success of this study. Thank you!

IRENE V. AUTIDA
Researcher

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TABLE OF CONTENTS

Title Page

Approval Sheet i

Acknowledgement ii

Table of Contents iii

List of Tables vi

List of Figures vii

Abstract viii

Chapter I Introduction 1
Rationale 1

Research Objectives 2

Review of Related Literature 3

Significance of the Study 19

Definition of Terms 20

Chapter II Methodology 21
Research Design 21

Research Locale 22

Population and Sample 23

Research Instrument 23

Data Collection 24

Statistical Analysis 25

Chapter III Results 27


Socio-demographic profile of the respondent 27

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Gender 27

Age 28
Civil Status 28

Employment Status 29

Monthly Income 30

Level of customer satisfaction in m-commerce 32


Service Quality 32

Mobile Technology 33

Trust in M-commerce 34

Overall about m-commerce 35

Intervention Matrix 36

Chapter IV Discussion 37
Socio-Demographic profile of the respondent 37
Gender 37
Age 37

Civil Status 38
Employment Status 38
Monthly Income 38
Level of customer satisfaction in m-commerce 39
Service Quality 39
Mobile Technology 39
Trust in M-commerce 40
Overall about M-commerce 40
Conclusion 41

Recommendation 42

Literature Cited 43

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Appendices

A Adopted Survey Questionnaire

B Survey Questionnaire

C Summary of Socio-Demographic Profile

D Summary of Indicators of Predictors in M-commerce

E Editor’s Certificate

F Documentations

v
LIST OF TABLES

Table Number Title


Page

1 Likert Scale 26

2 Summary of Socio-demographic profile in terms 28


of Gender

3 Summary of Socio-demographic profile in terms 29


of Age

4 Summary of Socio-demographic profile in terms 30


of Civil Status

5 Summary of Socio-demographic profile in terms 31


of Employment status

6 Summary of Socio-demographic profile in terms 32


of Monthly Income and Students Monthly allowance

7 Summary of descriptive statistics scores for the objective 33


of predictors of customer satisfaction in m-commerce

8 Summary of predictors of customer satisfaction in 34


m-commerce in terms of service quality

9 Summary of predictors of customer satisfaction in 35


m-commerce in terms of mobile technology

10 Summary of predictors of customer satisfaction in 36


m-commerce in terms trust in m-commerce

11 Summary of predictors of customer satisfaction in 37


m-commerce in terms of overall about devices

vi
LIST OF FIGURES

Figure Number Title Page

1 Map of Philippines and Davao City 24

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ABSTRACT

The study is focused on customer satisfaction in m-commerce. This study

aims to describe the socio-demographic profile of its respondents and also to

determine the customer satisfaction in m-commerce.

This research seeks to elucidate mobile customer’s perceptions regarding

mobile commerce in Davao City. The research provides an explanation on

whether these customers are satisfied with m-commerce. In order to achieve

these objectives, the research was carried out to determine the customer

satisfaction in m-commerce using descriptive method. The data were collected

through purposive sampling from 200 respondents who use mobile devices for

online transaction.

The findings of this research revealed that the quality of the service, trust

and mobile technology are the main predictors that affect Davao City customer

satisfaction in m-commerce. The result showed that most of the customers are

female and ages 18-27 always used their mobile devices, most of them are

single followed by married and employed, and they received a monthly income

of 10,000 below.

The result showed that the predictors of customer satisfaction in

m-commerce in terms of service quality and mobile technology are oftentimes

manifested. This means that customer who used their mobile devices are

slightly satisfied in the city. Other findings revealed that customer satisfaction

in m-commerce in terms of trust in m-commerce is not high.

Keywords: Mobile Commerce Industry, Customer Satisfaction, Davao City

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