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UCU GS Research Journal
CUSTOMER SATISFACTION IN ONLINE SHOPPING: BASIS FOR
PATRONAGE
NOEL C. RAMIREZ

This study aimed to determine the levels of satisfaction of the respondents towards
online shopping. Specifically, it sought to determine the profile of the respondents in terms
of age, sex, civil status, highest educational attainment, occupation and monthly income; the
respondents’ level of satisfaction in online shopping in terms of product, service and security;
the significant differences in the respondents’ levels of satisfaction across their profile variables;
the problems encountered by the respondents in online shopping; and the proposed intervention
measure. This study made use of the descriptive method of research with 439 respondents
selected randomly from the City of Urdaneta, Pangasinan.
The following summarizes the salient findings of this study: Majority of the respondents
are aged 31 to 50 years old, males, singles, college graduates, gainfully employed and earn
from PhP 10,001.00 to 30,000.00 per month. The respondents are generally “satisfied” with the
product, service and security offered by online stores. The respondents’ levels of satisfaction in
online shopping in terms of product and security significantly varied according to their age, civil
status and monthly income but comparable in terms of service across all the selected profile
variables. The respondents have encountered “moderately serious” problems in online shopping
specifically in the areas of product and service and “slightly serious” problems as far as security
is concerned.
The researcher has drawn the following conclusions: The online shoppers are
dominated by mature males who have no marital obligations, educated and with a steady source
of livelihood. The product, service and security of online shopping meet the preferences, needs,
wants and desires of their customers. While maturity, social and economic standing considerably
influence the buying behavior of online shoppers in terms of the merchandize and safekeeping
aspects. But the respondents are more concerned on the quality of the product and the services
offered by online stores rather than on the security aspect.
The following recommendations are put forth: Online stores should consider market
segmentation in terms of age, marital status and income of online shoppers in order to specifically
pinpoint the target market for each product or service that they will offer. There should be
standardization of freight expenses in product delivery for locally and internationally shipped
items, certification and registration requirements by the Department of Trade and Industry (DTI)
Products Standards Office, Securities and Exchange Commission (SEC) and other regulatory
bodies to ensure that goods offered came from trusted brands and prices must be commensurate
with quality. The buyers’ personal and financial information should be protected strictly through
innovative technology in order to make online shoppers feel secure from would-be hackers.
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