Research Final

First Asia Institute of Technology and Humanities
Fidelis Senior High School

Practical Research I – Qualitative Research
Online Shopping and Customer Satisfaction: A

Phenomenological Study
Llanes, Amani, Manero, Sean Harvey H., Mendoza, Erwin Carl R., Mendoza,
Mark Lauren L., Planco, John Lloyd S.
Science, Technology, Engineering and Mathematics
Abstract - This study entitled “Online Shopping and Customer satisfaction: A

phenomenological Study” endeavored to understand customer satisfaction with
regards to online shopping with the aid customer’s perceptions, experiences and
perceived advantages and disadvantages. Descriptive research design has been
used for this study. A total of 10 students were chosen as the respondents. From the
study, the researchers discovered that online shopping is a form of electronic
commerce, which allows consumers to directly buy goods or services over the
Internet using a web browser and cash on delivery is the most sought method of
payment. Based on the conducted research Experiences of customers regarding
online shopping determine their satisfaction. It could be positive or negative
experiences depending on the situation and how the customer reacts upon receiving
a certain product. According to the respondents, online shopping gives convenience
to the shopper, and it is time-saving, offers price discounts and crowd free. Being
untrustworthy, lack of product information, intangibility and the delivery failure were
the disadvantages. Therefore the researchers recommend the customers to be
cautious with the information displayed, review the feedbacks of a website to
determine whether a website is trustworthy and examine a product thoroughly to
avoid any regrets and dissatisfaction.
Keywords - online shopping, customer satisfaction, customer’s perceptions,

experiences, advantages, disadvantages, customers, Internet
1. Introduction
1.1 Background of the Study
Nowadays, the Internet is almost eating and changing the world. It is very
evident that there are more internet users than there are non-users especially that
today’s age is in the electronic period wherein information and communications
technology is at its most advanced processes. Internet is a big word embodying the
aid in communication, the dissemination of information and even the commencement
of businesses. Doing business on the Internet is really attention-grabbing. In fact,
online businesses are opening doors to business persons and customers. According
to Richa (2012), for businesses, the key to survival in the future depends on how well
business persons or retailers can integrate this medium in their business model
Online Shopping and Customer Satisfaction: A Phenomenological Study
today. In order to sell anything over the Internet, they have to take into account who
their customers are, what their spending habits are and the products and services
they prefer.
Generally speaking, the trend of e-commerce has been increased rapidly in

the recent years with the development of Internet and due to the easy accessibility of
internet usage. According to Chaffey (2009), e-commerce refers to all types of
electronic transactions between organizations and stakeholders whether they are
financial transactions or exchanges of information or other services. E-commerce
users benefit from the advantages of online transactions by utilizing Internet
shopping websites and searching for the intended merchandise when they recognize
their need for a commodity or service. Additionally, some customers are attracted by
the available information about products or services they looking for (either via online
advertising or other forms of information communication), and they then compare
alternatives and choose desired purchase options.
In her study, Wang (2015) mentioned that many experts assumed that e-
commerce is expected to increase steadily in the near future so that shopping mall
owners must not simply provide customer the access to their desired but also give
them the opportunities to experience products, and understand their social motives
and experiential needs as well. For example, most of malls have e-shopping portals
and home delivery services that aim to serve young people and busy customers.
Along with the development of electronic commerce , e-consumer, a distinct group of
customers who turns to choose web-pages to purchase products, has become an
important object than ever before and require retail marketers to appeal. One of the
major challenges and the most advantages to the development of e-commerce is
logistics service. Logistics service or door-to-door home delivery service is
considered as a vital component in improving the convenience of online transactions
and the physical distribution of goods. Obviously, e-consumer requires home reliable
delivery services that make it easy for them to purchase products from their own
home and then have them delivered ‘right to the door’. Therefore, shopping mall
owners need to effectively build and expand the integrated system of e-shopping and
logistics in order to gain the loyalty of e-consumer.
Online shopping is the process whereby consumers directly buy goods,

services etc. from a seller interactively in real-time without an intermediary service
over the Internet. It is a form of e-commerce which is the process of buying goods
and services from merchants who sell on the Internet. Since the emergence of the
World Wide Web, merchants have sought to sell their products to people who surf
the Internet. Shoppers can visit web stores from the comfort of their homes and shop
as they sit in front of the computer. Consumers buy a variety of items from online
stores (Jayasubramanian et al., 2015).
Nowadays, online shopping is a fast growing phenomenon. According to

Uddin et al. (2011), online shopping is used as a medium for communication and
electronic commerce, it is to increase or improve in value, quality and attractiveness
of delivering customer benefits and better satisfaction, that is why online shopping is
more convenient and day by day increasing its popularity. Not only benefits but also
risk is associated with online shopping. Generally speaking internet users avert
online shopping because of credit-card fraud, lack of privacy, non-delivery risk, lack
of guarantee of quality of goods and services. Concerned authorities are devising
policies to minimize the risk involved in e-business.
According to Brennan et al. (2008), consumer-purchases are mainly based on

the cyberspace appearance such as pictures, images, quality information, and video
clips of the product, not on the actual experience. Therefore, it is important that a
certain product has complete and reliable information for it is one of the advantages
leading to satisfied customers. Customer satisfaction is the degree to which customer
expectations of a product or service are met or exceeded. It is seen as a key
performance indicator within business. In a competitive marketplace where
businesses compete for customers, customer satisfaction is seen as a key
differentiator and increasingly has become a key element of business strategy.
The researchers conducted this phenomenological study in order to know

what online shopping is and what makes it credible to be the basis of customers in
buying their goods. As young learners, they want to understand the satisfaction of
customers, particularly the students, with regards to online shopping.
According to researchers as well, there is a need for this study because

online shopping has been known and used by many; however, some still do not.
Therefore, the researchers want to know the advantages and disadvantages of
shopping online and how the consumers react after using it.
1.2 Statement of the Problem
The researchers aimed to understand the customer’s satisfaction and

perceptions, particularly the Science, Technology, Engineering and Mathematics
(STEM) grade 11 students of Fidelis Senior High School at First Asia Institute of
Technology and Humanities (FAITH) regarding online shopping with the aid of the
following questions:
1. What is online shopping?

2. What are the experiences of online shoppers?
3. What are the advantages and disadvantages of online shopping?
1.3 Significance of the Study
Online shopping is undergoing dramatic changes. This study will provide

insights about customer satisfaction, particularly the students, on online shopping.
Therefore, this research will be beneficial to the following:
Online Shopping Provider/Company. This research will serve as a guideline in

implementing their business strategy. With the information gathered, the online
shopping providers will be able to know the perceptions and reactions of consumers.
They can also improve their performance by focusing on what is the best business
quality and services for consumers to maintain good relationship and loyalty.
Customers. Customers can be students, teachers, non-school members and

the likes. This research will give the customers ideas how important their satisfaction,
perceptions, and reactions are to the online shopping provider. They can give ideas
to the online shopping providers on how to improve their services.
Present Researchers. The success of this research will prove the

researchers’ ability to conduct studies. The organization of ideas and information will
depend on them.
Future Researchers. This research will serve as a guide and basis for the
next researchers who will conduct related studies.
1.4 Scope and Limitations
This research covers customer satisfaction regarding online shopping. It was

conducted exclusively for Fidelis Senior High School grade 11 Science, Technology,
Engineering and Mathematics (STEM) students of First Asia Institute of Technology
and Humanities (FAITH). Hence, this study does not concern any other grade 11
students of FAITH Fidelis Senior High School whose tracks are not STEM.
2. Methods
This chapter discusses the research methods used such as the research
design, research locale, respondents, procedures and data gathering instruments.
2.1 Research Design
The research design used for this study is descriptive in nature. For the
researchers, it was the most appropriate design to use in which this study seeks to
describe the particular phenomenon which is online shopping.. Also, this research
will fall under qualitative method wherein it deals with customer’s satisfaction and
perceptions on online shopping.
2.2 Respondents
The respondents of the study were the Science, Engineering, Technology and
Mathematics (STEM) grade eleven students of Fidelis Senior High School at First
Asia Institute of Technology and Humanities (FAITH). Hence, the interviews to be
done about customer’s satisfaction and perceptions with regards to online shopping
were limited to STEM grade 11 students only. There were a total of 10 respondents
chosen by the researchers.
2.3 Research Locale
The study was conducted at First Asia Institute of Technology and Humanities
(FAITH) located at President J P Laurel Highway, Darasa, Tanauan City, Batangas.
The researchers chose the said institution to conduct their study for proximity
convenience. In fact, the researchers and the respondents are both FAITH students.
2.4 Data Gathering Instrument
The researchers used interview questionnaires as the instrument of this study

in order to understand customer satisfaction with regards to online shopping. The
questions that were included on the questionnaires seek to find answers to the
statement of the problems.
2.5 Sampling Procedure
This study used purposive sampling as the sample design. The researchers
purposively selected their target respondents according to the characteristics of the
population and the objectives of the study. The respondents were online shoppers
that were chosen through the use of fishbowl technique wherein the researchers
randomly picked pieces of folded papers with names inside them to gather a total of
10 respondents.
2.6 Qualitative and Data Analysis
Coalizzi’s process for phenomenological data analysis was used in this study
(cited in Sanders, 2003; Speziale & Carpenter, 2007).
1. Each transcript was read several times to gain sense of the whole content.
During this stage, any thoughts, feelings and ideas that arose from the
researchers due to their previous work with students who are currently online
shoppers were added to a separate piece of paper.
2. Next, significant statements were extracted from each transcript. These

statements were encoded base on their “transcript, page and line numbers.”
Twenty-one significant statements were extracted from the transcript.
3. Meanings were formulated from the significant statements. Similarly,

researchers compared the formulated meanings with the original meanings,
maintaining the consistency of descriptions. Twenty-one formulated meanings
were derived from the twenty-one significant statements as well.
4. After having an agreement toward all formulated meanings, the process of

grouping all these formulated meanings into categories that reflect a unique
structure of clusters of themes was initiated. Each cluster of theme was coded
to include all formulated meanings related to that group of meanings. After
that, groups of cluster of theme were incorporated together to form an
emergent theme.
5. All emergent themes were defined into an exhaustive description. After

merging all study themes, the whole structure of phenomenon “online
shopping and customer satisfaction: a phenomenological study” has been
extracted.
6. Finally, a reduction of findings was done in which redundant, misused, or

overestimated descriptions were eradicated from the overall structure. Such
attempt was made to emphasize the fundamental structure.
3. Results and Discussions
This chapter presents the analysis, interpretations and results of the data
gathered. Every gathered data has been analyzed and formed into themes. It
capitalizes four (4) fundamental themes: perceptions towards online shopping, lived
experiences of online shoppers and the advantages and disadvantages of online
shopping.
Theme One
Perceptions of students towards online shopping
This theme presents the perceptions of students about online shopping

including the ways it is done and the most common goods that the students buy over
the Internet. Study has shown that perceptions of students towards online shopping
resemble and differ in some ways. Just like how Respondents 1, 2, 3, 9 and 10
perceived online shopping as the act of buying over the Internet or websites using
mobile devices like cellular phones and is usually paid through cash on delivery.
Moreover, as long as there’s Internet connection, online shopping can be done
without even leaving the house which gives convenience to online shoppers.
“Siguro ang idea ko sa online shopping ito yung magsa-shop ka kahit nasaan
ka basta may connection ka ng internet, tas mas uso yung cash on delivery kase
mas safe.”
“So sa online shopping kase parang through the use of parang mga sites or
ano makakabili kaagad ng mga products na parang hindi mo na kailangang umalis
pa ng bahay yun lang through the use of internet makukuha mo na agad yung gusto
mong product.”
“Online shopping is pag bili mo ng gamit through internet.”

“Yung online shopping, ito po yung pamimili gamit po yung mga online, gamit
ang cellphone natin. Kalimitan yung sa online shopping may mga type po ng
pagbabayad pwede pong cash on delivery or kaya sa mga credit card.”
“Wala parang ano lang, convenient kasi iki-clik mo na lang siya sa Internet
tapos mabilis na. tapos ay babayaran mo na lang siya cash on delivery or pwede rin
sa BDO.”
According to Jayasubramanian et al. (2015), online shopping is the process

whereby consumers directly buy goods, services etc. from a seller interactively in
real-time without an intermediary service over the internet. Shoppers can visit web
stores from the comfort of their homes and shop as they sit in front of the computer.
Furthermore, Uddin et al. (2011) mentioned that online shopping is used as a
medium for communication and electronic commerce, it is to increase or improve in
value, quality and attractiveness of delivering customer benefits and better
satisfaction, that is why online shopping is more convenient and day by day
increasing its popularity.
When it comes to the students’ preferred goods to be bought online, there is

an equal choice. According to the respondents 1, 9 and 10, they buy wrist watches,
phone cases, clothing materials and others. In their study, Bashir et al (2015)
mentioned that no matter what consumers buy like clothes, electronics, or pets,
online shopping trend is becoming more popular with each passing day.
“Siguro yung mga accessories like Bluetooth mouse ganon at power bank
kase mas napansin ko na mas mura sa online shopping minsan.”
“Sapatos, phone cases at saka damit.”
“Ang binibili ko pong items ay ano lang po yung parang pang computer mga
mouse ganon minsan relo.”
Theme Two
Lived experiences of students as online shoppers
This focuses on the views and insights of students with their past experiences
on shopping online. Responses show that there are positive and negative
experiences. Respondents 1, 8 and 9 shared their bad experiences that delivery
services sometimes fail and products received after the delivery have unnoticeable
damages and not properly working.
“Nakaranas ako ng umorder ako ng pang wifi receiver then suddenly pag
dating samin hindi siya nagana pero ang maganda doon agad ko siyang nireturn
then after ilang days pinadala nila na yung cash na bayad ko.”
“Ang tagal dumating tapos iba pang address, tatlong time sya nagkamali.”
“Ang una kong binili ay relo, nakuha ko yun ay sale lamang. Nung binuksan
ko ay kala ko yari sa silver, parang yari lang siya sa lata parang ganun nakalansing
tapos may sira sira na agad. “
Adnan (2014) suggested that online merchants should provide insurance

coverage to online buyers if an item is not delivered to the consumer in time.
Furthermore, Goodman (2017) mentioned that customers can't try out the product in
advance, when they buy online. Neither they can touch a product, or see it close up
with their own eyes.
On the other hand, Respondents 2, 4, and 7 shared their good experiences.

They perceived that what is seen on the picture is the actual appearance of the
product. Consumer-purchases are mainly based on the cyberspace appearance such
as pictures, images, quality information, and video clips of the product, not on the
actual experience (Brennan et al., 2008).
“Okay naman kasi yung parang actual photo parang yan din yung natanggap
ko, nareceive ko.”
“So ako nung naexperience, lahat naman ng nakikita ko sa picture nakikita ko

din sya sa personal wala namang kinaibahan sa inexpect ko at yung dumating
sakin.”
“Binili ko yung portrait, nagpaportrait ako tapos okay naman siya.”
Theme Three
Advantages of online shopping
Advantages of online shopping are the benefits received by the students

with regards to online shopping. Respondents 1, 3, and 9 statements resemble each
other that online shopping saves time, effort and energy, avoids the crowd, lessen
the urge of traveling to far places and offers lower prices of products. According to
Jain (2017), online shopping gives the convenience of shopping anywhere and
anytime. There are no lines to wait and cheap deals and better prices are available.
“Siguro ang advantages nito ay less hassle na kahit bagong gising ka o bago
matulog kung may iniisip kang bilhin pwede mo siyang bilhin then wait ka lang ng
ilang days.”
“So advantage ng online shopping parang yun nga hindi mo na kailangan

pumunta pa sa malalayong lugar para lang mabili yung gusto mo through the use of
your mobile phone yon makukuha mo na agad yung gusto mong product.”
“Ayun tingin ko advantages ng online shopping ay nakakatipid ka ng oras,

nakakaiwas ka sa crowd tapos yun di mo na kailangan pumunta pa sa malayo tapos
yun pala mas mura minsan kase nag o-offer ng discount sa mga online shopping.”
Theme Four
Disadvantages of online shopping
Theme four discusses the disadvantages encountered by the students when

shopping online. If there’s an advantage, there’s also disadvantage as the two comes
together just like how the respondents answered. Respondents 2, 6, and 9 perceived
one disadvantage of online shopping as not meeting the expectation of a customer.
The customer only base on the images of product.
“Disadvantages naman syempre hindi mo nakikita na actual yung bibilhin mo

para kung baga nasa picture lang dun ka lang sa picture nakabase.
“Hindi mo lang alam kung may sira o hindi mo lang alam kung may sira o
hindi ganun yung gusto mo iba pang kulay iba yung itsura ganun.”
“Ang disadvantages parang di mo kasi sigurado kung tama ba yung binibigay

na impormasyon tungkol sa product kaya yung kinakalabasan minsan ay expectation
versus reality.”
Yeniçeri & Akin (2013) argued that product risk is related to the poor
performance of a product or brand especially when the performance of a product or
brand does not meet the desired expectations. It is due to consumer’s inefficiency to
assess the good quality of product or brand in online stores.
Another disadvantage of online shopping is the delay and failure of delivery

services as stated by Respondents 1 and 8. One of the major challenges and the
most advantages to the development of e-commerce is logistics service. Logistics
service or door-to-door home delivery service is considered as a vital component in
improving the convenience of online transactions and the physical distribution of
goods (Wang, 2015).
“Siguro disadvantage ay yung ano minsan kailangan mo na yung item kaso

hindi agad maibigay kasi may date na sinusunod.”
“Yung disadvantages talagang maghihintay ka po talaga kase minsan 1 week
minsan delay.”
4. Conclusions and Recommendations
With regards to the answers and statements gathered through interview, the
researchers were able to come up with the following conclusions:
1. Online shopping is the act of buying over the Internet or known websites
using mobile devices such as cellular phones, laptops, tablets, or even
computers. It has different ways of payment like online payments or through
credit cards but the most common is the cash on delivery which is perceived
by many as safe. Moreover, customers’ preferred goods to be bought over
the Internet vary depending on what they like and what they’re looking for.
The majority of these goods are electronic devices and clothing materials.
2. Experiences of customers with regards to online shopping determine their

satisfaction. It could be positive or negative experiences depending on the
situation and how the customer reacts upon receiving a certain product.
When the product seems to be fine, genuine and the same as it is on the
Internet, customers are more likely to be satisfied which will give a positive
experience to the customer. However, when a product has secret damages
and is totally different from what is seen on the Internet, customers will
obviously be unsatisfied which will give a negative experience.
3. Online shopping has many advantages and disadvantages that help

customers decide to go or not to go for shopping online. Some advantages
shopping over the Internet are time saving, convenient, getting rid of the
crowd and it offers less price. Some of its disadvantages are untrustworthy,
lack of product information, delivery service failure and product intangibility.
The perceived advantages and disadvantages vary depending on a customer.
Some customer may experience a certain advantage and disadvantage yet
some may not.
With regards to the answers and statements gathered through interview and
the conclusions of the researchers, the following recommendations are given:
1. The researchers recommend the online shopping provider or company to

completely fill out the needed information and images of a certain product for
customers to readily purchase it. Customer based their purchase on the
information included on the website for a certain product. Shortage and lack
of information makes them refuse buying a certain product so complete and
reliable information will be satisfying. This will avoid the customers from
considering another product. Moreover, the researchers also recommend
them to have promos and discounts for customers to like online shopping
more.
2. The researchers recommend customers to review a “star rating” or

“percentage quality” feedback of a website and look for previous issues such
as wrong delivery or faulty goods. This is to know whether a website is
trustworthy and reliable to make purchases of goods.
3. The researchers recommend every customer to thoroughly examine a

product over the Internet before purchasing it to avoid any regrets and
dissatisfaction. Also, the researchers recommend every customer to order a
product much earlier before the day they need it. This is for them to have the
product on their hands on the day they may use it.
5. Acknowledgement
To make any project successful, the essential requirements are guidance and
references. Without these, our small research group cannot go any further.
Our deepest gratitude goes to Mrs. Dulce Silva, our Research I subject
teacher, who expertly guided us through this research, for imparting her knowledge
and expertise in this study. Her unwavering enthusiasm for research kept us
constantly engaged in it. Her mentoring and guidance have been valuable for our
research group.
We would like to take this opportunity to express our heartfelt thanks to the
panel for sharing their knowledge, expertise and for their guidance throughout our
research.
Our appreciation also extends to the chosen Science Technology Engineering

and Mathematics (STEM) grade eleven students at First Asia Institute of Technology
and Humanities (FAITH) as our respondents for the considerate endorsement,
honesty and cooperation to all the questions that were inquired in this study.
The success of this research won’t be possible without our group, novice
researchers, who gave their best. Dedication and perseverance were the keys to
success. We really appreciated the time that our small research group spent
together for new experiences and challenges.
Above all, we would like to thank Almighty God who gave us knowledge and
wisdom throughout our research journey, and for the countless love.
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7. Appendices
Appendix A
2/27/2018
Dear Students:
Greetings of peace!
We, grade eleven STEM B students, have a research study which is a
requirement in our Research 1 subject. Our research is entitled “Online
Shopping and Customer Satisfaction: A Phenomenological Study”.
In line with this, we ask your permission to allow us to conduct an interview
with you. The said interview is planned to be conducted from February 28 to
March 1, 2018.
We assure that every exchange of information will be kept confidential. We
are hoping for your kind consideration regarding this matter. Your immediate
response will be highly appreciated.
Respectfully yours,
Llanes, Amani
Manero, Sean Harvey H.
Mendoza, Erwin Carl R.
Mendoza, Mark Lauren L.
Planco, John Llyod S.
Noted by:
Mrs. Dulce Silva

Research Teacher
Appendix B
Interview Questions
1. What are your ideas about online shopping?
2. What are some of the goods you buy online?
3. What is/are your and experiences after shopping online?
4. What are the advantages of online shopping? What are its disadvantages?
Appendix C
Table of Significant Statements and Formulated Meanings
Significant Statements Formulated Meanings

“Siguro ang idea ko sa online shopping ito Online shopping can be done
yung magsa-shop ka kahit nasaan ka basta anywhere through cash on delivery
may connection ka ng internet, tas mas uso when connected to the Internet.
yung cash on delivery kase mas safe.”
“Siguro yung mga accessories like Bluetooth Some students buy Bluetooth
mouse ganon at power bank kase mas mouse and power bank.
napansin ko na mas mura sa online shopping
minsan.”
“Nakaranas ako ng umorder ako ng pang wifi Some products received after the
receiver then suddenly pag dating samin hindi delivery do not work or function
siya nagana pero ang maganda doon agad ko properly.
siyang nireturn then after ilang days pinadala
nila na yung cash na bayad ko.”
“Siguro ang advantages nito ay less hassle na Online shopping lessens

kahit bagong gising ka o bago matulog kung inconvenience.
may iniisip kang bilhin pwede mo siyang bilhin
then wait ka lang ng ilang days.”
“Siguro disadvantage ay yung ano minsan Online shopping delivery fails to

kailangan mo na yung item kaso hindi deliver the goods when needed.
maibigay kasi may date na sinusunod.”
“So sa online shopping kase parang through Online shopping makes use of the
the use of parang mga sites or ano makakabili Internet to easily purchase
kaagad ng mga products na parang hindi mo products without even leaving the
na kailangang umalis pa ng bahay yun lang house.
through the use of internet makukuha mo na
agad yung gusto mong product.”
“Okay naman kasi yung parang actual photo The actual image of the product on
parang yan din yung natanggap ko, nareceive the Internet is the same as the
ko.” delivered product.
“So advantage ng online shopping parang yun Online shopping gets rid of
nga hindi mo na kailangan pumunta pa sa traveling to far places.
malalayong lugar para lang mabili yung gusto
mo through the use of your mobile phone yon
makukuha mo na agad yung gusto mong
product.”
“Binili ko yung portrait, nagpaportrait ako tapos Online shopping tries to reach the
okay naman siya.” demand of customers.
“So ako nung naexperience ko, lahat naman The image of the product on the
ng nakikita ko sa picture nakikita ko din siya sa Internet is the same as its physical
personal, wala naming kinaibahan sa inexpect appearance.
ko at yung dumating sakin.”
“Hindi mo lang alam kung may sira o hindi Products sometimes have unknown
ganun yung gusto mo, iba pang kulay, iba and unnoticeable damages.
yung itsura ganun.”
“Ang tagal dumating tapos iba pang address, Some delivery services fail to
tatlong time sya nagkamali.” perform their on-time delivery.
“Yung disadvantages talagang maghihintay ka Online shopping makes students

po talaga kase minsan 1 week minsan delay.” wait for almost a week.
“Yung online shopping eto po yung pamimili Online shopping is the act of
gamit po yung mga online, gamit ang buying over the Internet using
cellphone natin. Kalimitan yung sa online mobile devices like cellular phones
shopping may mga type po ng pagbabayad and payment is done through cash
pwede pong cash on delivery or kaya sa mga on delivery or credit card.
credit card.”
“Ang binibili ko pong items ay ano lang po Some students buy wrist watch and
yung parang pang computer mga mouse any computer-related objects such
ganon minsan relo.” as mouse.
“ Ang una kong binili ay relo, nakuha ko yun ay Some online stores offer sale
sale lamang. Nung binuksan ko ay kala ko yari products and customers are more
sa silver, parang yari lang siya sa lata parang likely to buy them but sometimes,
ganun nakalansing tapos may sira sira na the products have unnoticeable
agad. “ damages.
“Ayun tingin ko advantages ng online shopping Online shopping saves time, avoids
ay nakakatipid ka ng oras, nakakaiwas ka sa crowd, lessen the urge of traveling
crowd tapos yun di mo na kailangan pumunta to far places and offers lower prices
pa sa malayo tapos yun pala mas mura of the products.
minsan kase nag o-offer ng discount sa mga
online shopping.”
“Ang disadvantages di mo kasi sigurado kung Some products may night have
tama ba yung binibigay na impormasyon complete and reliable information.
tungkol sa product kaya yung kinakalabasan
minsan ay expectation versus reality.”
“Wala parang ano lang, convenient kasi iki- Online shopping provides
click mo na lang siya sa Internet tapos mabilis convenience to the consumers.
na tapos ay babayaran mo na lang siya cash
on delivery or pwede rin sa BDO.”
“Sapatos, phone cases at saka damit.” Some students buy shoes, phone
cases and clothes.

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First Asia Institute of Technology and Humanities

Fidelis Senior High School

Online Shopping and Customer Satisfaction: A

Science, Technology, Engineering and Mathematics

Abstract - This study entitled “Online Shopping and Customer satisfaction: A

Keywords - online shopping, customer satisfaction, customer’s perceptions,

1.1 Background of the Study

Generally speaking, the trend of e-commerce has been increased rapidly in

Online shopping is the process whereby consumers directly buy goods,

Nowadays, online shopping is a fast growing phenomenon. According to

According to Brennan et al. (2008), consumer-purchases are mainly based on

The researchers conducted this phenomenological study in order to know

According to researchers as well, there is a need for this study because

1.2 Statement of the Problem

The researchers aimed to understand the customer’s satisfaction and

1. What is online shopping?

1.3 Significance of the Study

Online shopping is undergoing dramatic changes. This study will provide

Therefore, this research will be beneficial to the following:

Online Shopping Provider/Company. This research will serve as a guideline in

Customers. Customers can be students, teachers, non-school members and

Present Researchers. The success of this research will prove the

1.4 Scope and Limitations

This research covers customer satisfaction regarding online shopping. It was

2.1 Research Design

2.3 Research Locale

2.4 Data Gathering Instrument

The researchers used interview questionnaires as the instrument of this study

2.5 Sampling Procedure

2.6 Qualitative and Data Analysis

2. Next, significant statements were extracted from each transcript. These

3. Meanings were formulated from the significant statements. Similarly,

4. After having an agreement toward all formulated meanings, the process of

5. All emergent themes were defined into an exhaustive description. After

6. Finally, a reduction of findings was done in which redundant, misused, or

3. Results and Discussions

This theme presents the perceptions of students about online shopping

“Online shopping is pag bili mo ng gamit through internet.”

According to Jayasubramanian et al. (2015), online shopping is the process

When it comes to the students’ preferred goods to be bought online, there is

“Sapatos, phone cases at saka damit.”

Adnan (2014) suggested that online merchants should provide insurance

On the other hand, Respondents 2, 4, and 7 shared their good experiences.

“So ako nung naexperience, lahat naman ng nakikita ko sa picture nakikita ko

“Binili ko yung portrait, nagpaportrait ako tapos okay naman siya.”

Advantages of online shopping are the benefits received by the students

“So advantage ng online shopping parang yun nga hindi mo na kailangan

“Ayun tingin ko advantages ng online shopping ay nakakatipid ka ng oras,

Theme four discusses the disadvantages encountered by the students when

“Disadvantages naman syempre hindi mo nakikita na actual yung bibilhin mo

“Ang disadvantages parang di mo kasi sigurado kung tama ba yung binibigay

Another disadvantage of online shopping is the delay and failure of delivery

“Siguro disadvantage ay yung ano minsan kailangan mo na yung item kaso

4. Conclusions and Recommendations

2. Experiences of customers with regards to online shopping determine their

3. Online shopping has many advantages and disadvantages that help

1. The researchers recommend the online shopping provider or company to

2. The researchers recommend customers to review a “star rating” or

3. The researchers recommend every customer to thoroughly examine a

Our appreciation also extends to the chosen Science Technology Engineering

Adnan, H. (2014). An analysis of the factors affecting online purchasing behavior of

Chaffey, D. (2009). E-Business and E-Commerce Management: Strategy,

Goodman, P. (2017). Advantages and disadvantages of online shopping. Retrieved