Judge Feliciano Belmonte Sr.

High School
AFP Road Garcia Heights, Holy Spirit, Quezon City

CUSTOMERS E-SERVICE SATISFACTION ON ONLINE SHOPS

A Research Proposal to the Faculty of

Judge Feliciano Belmonte Senior High School

In Partial Fulfillment to the Requirements for

the Practical Research 2

Alejandro, Creciel Mae

Batulan, Christine Joy

Bantigue, Katrina Joize

Gahit, Nicole

Garcia, Cleofannie

Lachica, John Michael

Lachica, Nathalie Jane

Manuos, Jovel Rose

Obosa, Kristel
 Chapter 1

The Problem and Its Background

Background of the Study

The pandemic’s start in 2019 caused an increase in online

shopping’s popularity in our country, making it a habit for both
children and adults to be a consumer in their own right due to their
individual purchasing power (Thomson & Laing, 2020). According to
Zeithaml et al., (2000), e-service quality refers to “extent to which
online websites improve the efficiency and effectiveness of customers’
browsing and consumption, including service links such as
distributions and consultation.” Customer satisfaction is defined as a
measurement that determines how happy customers are with a
company's products, services, and capabilities. Customer satisfaction
information, including surveys and ratings, can help a company
determine how to best improve or change its products and services.
Customer satisfaction is one of the main determinants in achieving
company goals, which has a great influence on customer retention.
Customer satisfaction is the level of consumer feelings after comparing
with their expectations (Norhermaya and Soesanto, 2016).

The internet has revolutionized the way socioeconomic activities

are conducted globally. One of such activities is online shopping
(Asikhia, 2020). In recent years, the study of consumer behavior has
been marked by significant changes, mainly in the decision-making
process and consequently in the influences of purchase intention
(Stankevich, 2017). Consumer behavior refers to the activities directly
involved in obtaining products/services, so it includes the decision
making processes that preceded and succeeded these actions. Studies
developed by Meena (2018), show that from a young age one begins to
have a preference for one product/service over another, as we are
confronted with various commercial stimuli that shape our choices. The
impulse buying causes an emotional lack of control generated by the
conflict between the immediate reward and the negative consequences
that the purchase can originate, which can trigger compulsive
behaviors that can become chronic and pathological (Pandya and
Pandya, 2020).

As of the rising competition experienced by companies globally,

some need to grow their market presence and elevate customer
demands by adopting innovation and participating in globalization. The
evolution of e-service quality description advances with time, but the
objective remains to provide quality services to satisfy customers
(Kotler & Keller, 2019) and enhance their attractiveness to consumers
(Goraya et al., 2021). Hence, e-service quality is important in building
customer satisfaction, providing an outstanding and authentic service,
and attracting customers to make purchases. Furthermore, specific
recommendations and active participation in e-services increase
consumer trust, impacting consumer involvement (Chiang et al.,
2020).

Ighomereho (2022) asserts that despite thirty years of study,

there is still no consensus among researchers as to the precise
dimensions of service quality due to there being numerous different
concepts and aspects related to service quality, particularly e-service
quality. As a result, e-service quality is essential for increasing
consumer satisfaction, offering a fantastic service, and luring clients to
make transactions. Nurayni and Widiartanto (2019) support this view
by stating that e-service quality has a significant, strong, and positive
impact on the satisfaction of mobile application users. This aligns with
Purnamasari’s (2018) research on online shopping, which found a
significant effect of e-service quality on e-satisfaction in online
purchases. Excellent eservice quality aims to provide outstanding
service to make customers feel safe and trust the website, hence
improving customer satisfaction. As trust is a crucial component of
businesscustomer interactions and fosters customer loyalty to an
online site, this increases customer trust (Berlianto, 2018).
Additionally, Purnamasari (2018) contends that e-satisfaction can
lessen the negative effects of poor e-service quality.
 This study investigates whether e-service quality impacts
customers satisfaction among selected clothing apparel of online stores:
Shopee and Lazada. The study aims to understand how the quality of
e-services provided by the online shopping platform influences the level
of e-service satisfaction that customers have in the platform. By
exploring this, the study intends to identify areas where improvements
can be made in e-service quality to enhance customer satisfaction. The
purpose of this study is to develop new knowledge to better understand
if eservice quality has a relationship between customer satisfaction in
online shopping.

Conceptual Framework

INPUT PROCESS OUTPUT

• The profile • Gathering • Document the
of the of data findings, including
respondents through demographic profiles,
in terms of Google form frequency of online
age, sex, and purchases, and
• Analysis
requencies of customers e-service
and
online satisfaction levels on
interpretati
purchase Shopee and Lazada.
on of data
• E-Service using • Present statistical
Satisfaction Percentage analyses comparing
Levels on and customers e-service
Shopee Weighted satisfaction level
Mean between the Shopee
• E-Service
and Lazada.
Satisfaction
Levels on • Provide
Lazada recommendations for
enhancing customers
e-service satisfaction,
tailored to the specific
needs identified in the
research.

The researchers adopted an Input Process Output (IPO)

framework, encompassing all necessary data and methodologies for
comprehensive analysis. This included gathering respondent profiles
via Google Forms, analyzing data using Percentage and Weighted Mean
techniques, and interpreting findings on e-service satisfaction levels for
both Shopee and Lazada. The resulting output documented
demographic profiles, online purchase frequencies, and satisfaction
levels, facilitating statistical comparisons between the two platforms.
Recommendations were provided to enhance e-service satisfaction
based on identified research insights.

Statement of the Problem

This study aims to identify the customer satisfaction on the e-

service quality of online shops, specifically among Grade 12 online
shoppers at Judge Feliciano Belmonte Senior High School.

Specifically, this research shall address the following research

questions:

1. What is the profile of the respondents in terms of:

1.1 Age
1.2 Sex
1.3 Frequencies of online purchase
2. What is the level of customers e-service satisfaction on the
following online shops:
2.1 Shopee
2.2 Lazada
3. How may the result be utilized to develop an action plan to
increase customers e-service satisfaction?

Research Hypothesis

There is no difference in the level of customers e-service

satisfaction between Shopee and Lazada.

Scope and Delimitation of the Study

This study aims to examine the customers e-service satisfaction

of 100 Grade 12 students engaged in online shopping. The research will
focus on the selected clothing apparel available on Shopee and Lazada.
The scope includes profiling respondents based on age, sex, and
frequencies of online purchases. Additionally, it assesses the level of e-
service satisfaction on both platforms individually and explores the
differences in satisfaction between Shopee and Lazada. The study
adopts a descriptive research design, with a time-bound parameter set
for the school year 2023-2024. However, certain limitations exist, such
as the exclusive focus on Grade 12 students, the selection of only
Shopee and Lazada as platforms, and a restriction to the specified time
frame. The ultimate goal is to utilize the findings to develop actionable
plans aimed at enhancing customer satisfaction in e-service within the
context of the selected online stores.

Significance of the Study

The outcome of the study may provide areas where improvements

can be made in e-service quality to enhance customers satisfaction. In
this regard, the following will greatly benefit:

Online Shopping Industry. The study’s insights may have

broader implications for the online shopping industry. Recognizing the
importance of e-service quality factors and their impact on customers
satisfaction, industry stakeholders can work towards implementing
best practices and standards to ensure a positive and secure online
shopping experience. These may contribute to the growth and
sustainability of the online shops.

Online Shoppers. They could be guided on what to purchase and

what they should not purchase. They will be educated customers as a
result of this study.

Students. This study may benefit students by enhancing their

online purchasing experience with solid security and privacy
protections and user-friendly website designs, ensuring that personal
data is protected, enabling safe payment methods, and adopting open
business practices. Further, it offers greater convenience, time savings,
better prices, online product reviews, and pages with special sale items.
 Future Researchers. The study may serve as a basis for further
research and academic exploration into e-service quality and customer
satisfaction. It may provide a conceptual framework and operational
definitions for critical variables, offering a foundation for future studies
and expanding the knowledge base in this area.

Definition of Terms

The following terminology has been operationally defined to

enhance the study’s clarity and comprehension.

Customer Satisfaction is a measurement that determines how

happy respondents are with the online shop’s products, services, and
capabilities.

E-Service Satisfaction is a measure of how well an online shop’s

products, services, and overall customer experience meet customer
expectations, reflecting the online shop’s health by showing how well
its products or services resonate with customers.

E-Service Quality refers to a extent to which online shop improve

the efficiency and effectiveness of respondents’ browsing and
consumption,

Lazada is an online shop company that connects diverse region

through technology, logistics, and payment capabilities.

Online Shop is a website or an application where the

respondents purchases a services or goods.

Online Shopping is the process of the respondents purchasing

services or goods from an online store on the internet.

Shopee is an online shop platform and it is a platform tailored

for the region, providing customers with easy, secure, and fast online
shopping experience through strong payment and fulfillment support.
 Chapter 2

Review of Related Literature

This chapter presents an overview of the relevant literature and

previous studies that the researchers consulted to emphasize the
current study’s significance. It also includes a study synthesis to
enhance understanding and comprehension of the research.

Foreign Literature

The perception of e-service quality encompasses various online

services provided by manufacturers, allowing customers to compare
their expectations with the actual state of the service. When customers’
expectations are met, it instills faith in the producers’ capabilities, and
the attainment of e-service quality demonstrates how closely aligned
the customer’s expectations are with providing various services (Tran
& Vu, 2019). In recent years, studies focusing on customers have
remained crucial indicators of attitudes, particularly customer
satisfaction, which in turn impacts e-service quality (Hariani &
Sinambela, 2020). Any quality improvement will increase customer
satisfaction due to the enhanced service provided. Conversely, if service
quality declines, customer satisfaction is likely to decrease (Darmawan,
2021). The ranking of e-service quality criteria may vary depending on
cultural preferences for online purchases, although this has yet to be
demonstrated (Brusch et al., 2019). Nurayni and Widiartanto (2019)
highlight the significance of e-service quality, as it has a tangible and
positive impact on the e-trust of mobile application users. Customer
satisfaction is a crucial aspect of business that contributes to the
success of companies (Lim et al., 2021; Yo et al., 2021). Many
researchers have conducted studies on customer satisfaction (Kee,
Aisyah, A’ishah, Enakhifo, & Edeh, 2022; PérezMorón, 2022; Yo et
al., 2021; Kee et al., 2021a; 2021b). Understanding customer
satisfaction will enable companies to manage their strategies and make
proper adjustments to develop longterm and lucrative customer
relationships in order to competitiveness in the market. Hence, based
on the call by Yo et al. (2021), this study investigates the key variables
influencing customer satisfaction towards Shopee.

A satisfactory purchase experience appears to be one

requirement for ongoing interest in a product that could lead to repeat
purchases (Lin, Wu, & Chang, 2011). Customer satisfaction is an
important factor in a company’s sustenance and growth in the market.
It is essential when firms that want to compete must provide their
customers with valuable and unique terms that meet their needs
(Biesok & Wyród-Wróbel, 2011). Customers are always looking for
quality and value; therefore, businesses strive to earn customer
satisfaction by offering low prices and various services (Khalid, Lee,
Choi, & Ahn, 2018). When the companies run the e-commerce
businesses, better and quick customer service is the key feature to
building customer relationships and improving their experience.
Customers must first engage in an exchange before making judgements
on retailers’ satisfaction and trust level. Their satisfaction will create a
good relationship between the company or product brand and the
customers and increase their willingness to pay more for the brand
(Hanif, Hafeez, & Riaz, 2010).

The widespread use of the internet has prompted retailers to

undergo significant shifts towards e-commerce. To succeed in e-
commerce, retailers must construct their websites while considering
consumers’ preferences. With the abundance of online buying websites
available, consumers have become increasingly selective and discerning
in their choices (Ashraf et al., 2019). When reviewing websites and
examining distinct sections, such as product descriptions containing
headlines and photographs, consumers can have a new experience
influenced by their emotional connection to the interface and color
schemes, contributing to a favorable opinion (Sheth, 2020). In
customer service, by the study of Prentice et al. (2018), customer-
based antecedents represent their sincere and volitional engagement,
which results in favorable organizational outcomes. On the other hand,
to improve and sustain in order to increase client engagement with a
brand, the brand organization must undertake conscious marketing
efforts, such as offering topnotch service. Customers’ preferences have
significantly changed since the relationship between the company and
its customers has changed from traditional retailing to online shopping
and mobile commerce (m-commerce) (Bordoloi et al., 2018).
Information about the item or service being considered for purchase,
and even their psychological traits, such as extrovert/introvert (Lee &
Lee, 2020).

The traditional belief In high-quality customer service from

friendly salespeople has become the bare minimum to attract customer
attention. Customers now expect customized services, services that are
tailored to their tastes, requirements, and lifestyle (Lee & Li, 2018).
Customer service has proven to be a crucial component in the online
purchasing process, as stated in the study by Rahi et al. (2022). As a
result, website developers must keep in mind that their websites must
meet users’ expectations.

Local Literature

According to Batara (2015), online shopping is pacing fast and

this calls for looking into factors that influence a consumer’s decision
to buy online. By the presence of consumer innovativeness and
perceived benefit, the presence of perceived benefit and perceived risk,
and brand image had significant influence in one’s decision to buy
online. Findings provide implications towards improving an online
website’s shopping platform which may motivate the consumer to buy.

Customer service in online shops or e-service emphasizes

personal and procedural services such as respect given to the
customers, friendliness and attentiveness of the staff, smooth flow of
service, and appearance of the staff (Franco et al., 2014). It is the
notion of service that should be assessed from the consumer’s viewpoint
since the cumulative impression of the performance by the shopper
encompassing the service and the buyer conclusion is derived through
a procedure, suggesting that service is established from the operation.
Customers evaluate service quality by comparing the perceived service
to the expected service. Service quality is an attitude and a comparison
of expectation and perceived performance. This is how customers rate
the quality or superiority of a product or service (Santos et al., 2022).

According to Santos (2003), e-service quality can maximize the

online competitive advantage of e-retailers. High service quality would
increase the firm’s overall profitability and customers also become more
comfortable in making purchases through the internet. The need of
managing online service quality emerged after the phenomenal growth
of e-tailing. Online service quality can be understood as overall
evaluations and judgements of customers regarding the excellence and
quality of e-service delivery in the virtual marketplace (Santos, 2003).
Companies that offer excellent service and a positive customer
experience are likely to keep their current clients and attract new ones
(Pascua and Japos, 2023).

Foreign Studies

By the study of Prentice et al. (2018), customer service refers to

its positive effects on organizational outcomes and customers’ voluntary
and sincere engagement. In order to enhance and maintain customer
engagement with their products or services, organizations must make
practical marketing efforts, such as providing high-quality services.
Customer service has proven to be a crucial component in the online
purchasing process, as stated in the study by Rahi et al. (2022).

As a result, website developers must keep in mind that their

websites must meet users’ expectations. This study investigates the
variables that influence customer satisfaction with Shopee. The results
indicate that perceived benefits and trust significantly influence
customer satisfaction towards Shopee. Consumers are more likely to
make repeat purchases from the same retailer if they are happy with
the goods and services they received (Javed et al., 2020). The
customers have a high level of trust, they make another purchase at
the same store (Rita et al., 2019). High levels of customer satisfaction
and trust have a direct impact on a client’s intention to make another
purchase (Kumar & Ayodeji, 2021). Consumers are more likely to
make repeat purchases from the same retailer if they are happy with
the goods and services they received (Javed et al., 2020). The
customers have a high level of trust, they make another purchase at
the same store (Rita et al., 2019). High levels of customer satisfaction
and trust have a direct impact on a client’s intention to make another
purchase (Kumar & Ayodeji, 2021).

The results Indicate that perceived benefits and trust

significantly influence customer satisfaction towards Shopee. Similar
results were discovered in the study of Dewi, Riani, Harsono, and
Setiawan (2018), who suggested that the perceived benefits have
a positive and significant effect on customer satisfaction. Perceived
benefits are defined as the belief of the consumer that he or she will
gain better benefits from an online transaction (Kim et al., 2008).
Perceived benefits of online shopping can be gauged in terms of
satisfaction with the products and the benefits of online shopping
(Tanadi, Samadi, & Gharleghi, 2015). Al-Debei, Akroush, and
Ashouri (2015) claim that the perceived benefits of online shopping
represent important incentives for consumers that facilitate a favorable
and positive attitude towards online shopping. Consumers are more
likely to have a positive attitude toward online shopping the more
benefits they perceive. In order to enhance the benefits that online
customers may perceive in Shopee, Shopee needs to increase more
offers and benefits to give back to their customers. If the customers
get more benefits on Shopee, the customers will be more encouraged to
use Shopee as they are satisfied with the benefits that Shopee gives.
Indeed, the value that online customers look for and gain from any
online transaction is perceived benefits (Al-Debei et al., 2015). Hence,
perceived benefits are a critical factor that affects customer satisfaction.

Officer Zhou Junjie (2019) stated that Shopee had grown a lot
from a startup to the region’s leading e-commerce platform in just less
than four years. The Map of E-commerce report for Q4 2019 shows that
Shopee ranked in the most monthly active users and downloads,
overtaking Lazada. Shopee also takes the top spot with over 2 billion
visits, followed by Lazada with around 1.8 billion visits in terms of web
visits. However, many online shoppers have complained about different
aspects of shopping online such as delivering incomplete parts or
lowquality products.

Lazada is the most talked e-commerce site on the Philippine

social media. To make it more logical, identification of the factors that
significantly influence the consumer when buying online and their
satisfaction can help Lazada to overcome obstacles and strive to provide
a convenient service to consumers, which represents a key driving force
in enhancing competitiveness and advantages (Janio, 2020).

Perceived benefits of online shopping can be gauged in terms of

satisfaction with the products and the benefits of online shopping
(Tanadi, Samadi, & Gharleghi, 2015). AlDebei, Akroush, and
Ashouri (2015) claim that the perceived benefits of online shopping
represent important incentives for consumers that facilitate a favorable
and positive attitude towards online shopping. Consumers are more
likely to have a positive attitude toward online shopping the more
benefits they perceive. In order to enhance the benefits that online
customers may perceive in Shopee, Shopee needs to increase more
offers and benefits to give back to their customers. If the customers
get more benefits on Shopee, the customers will be more encouraged to
use Shopee as they are satisfied with the benefits that Shopee gives.
Indeed, the value that online customers look for and gain from any
online transaction is perceived benefits (Al-Debei et al., 2015). Hence,
perceived benefits are a critical factor that affects customer satisfaction.

Demographic variables, such as age, gender, education and

socioeconomic status are known as customer characteristics. To a
certain extent, these characteristics are significant determinants of
consumer behaviors. Among these characteristics, gender appears to
be one of the few features that are easy to recognize and access, and is
a large enough segment to be profitable for market strategy (Juwaheer,
2011; Mokhlis, 2012). Therefore, this study seeks to exploit gender
differences to determine the level of satisfaction in response to service
quality. Gender refers to a set of characteristics differentiating males
from females. Other than being physically or biologically different,
males and females can be different in traits, attitudes, and activities
that are able to influence consumer behavior (Hoyer & Maclnnis,
2010). Each gender observes the environment; processes, evaluates
and retrieves information, and makes judgments in different ways. For
instance, women pay attention to both personally relevant information
and information relevant to others and tend to be more likely to engage
in a detailed, in-depth examination of a message and make extended
decision based on product attributes (Hoyer & Maclnnis, 2010;
Karatepe, 2011). Men, however, only focus on personally related
information (Hoyer & Maclnnis, 2010) and tend to use simple
heuristics and process information based on few details (Hoyer &
Maclnnis, 2010; Karatepe, 2011).

Accordingly, it can be argued that women place more emphasis

on quality because they consider and evaluate in detail every single
aspect of the products and/or services they acquired, while male
customers evaluate the overall aspects. It is not surprising that the
expectation of the service or products for females is likely to be higher
than male customers together with lower perceptions score report than
male customers do (Juwaheer, 2011), which, in turn, affects the level
of the satisfaction. Sánchez-Hernández, Martínez-Tur, Peiró and
Moliner (2010) indicated that women and men differ in the association
of functional and relational dimensions of service quality with their
satisfaction and loyalty based on their study in mexican hotels.
Functional service quality was higher for male guests, while relational
service quality showed greater predictive power for female guests. On
the other hand, the study conducted by the public service organization
indicated that male respondents rated perceived service quality better
in comparison to female respondents (Mokhlis, 2012). Five SERVQUAL
dimensions collectively explained 48.1% of the variance of male
customers’ satisfaction and 53.8% for difference of the female
customers’ satisfaction. In addition, the findings of Karatepe’s (2011)
study also proved the moderating role of gender in the relationship
between service quality and customer satisfaction in the banking
context. For that reason, the association between service quality and
satisfaction seems to vary between male and female customers.
Considering the importance of gender role in fine-tuning the strength
of the relationship of service quality and satisfaction, the second
hypothesis, therefore, is formulated as follows (Kwok et al., 2016).

Local Studies

Today, online shopping is a great innovation, making life easier

and more convenient for everyone. The study aimed to determine the
factors affecting the level of consumer satisfaction of online businesses.
The Five factors contributed to this research study: fast transaction,
mode of payment convenience, price and values, customer service, and
product quality. This research used a descriptive survey method of
distributing questionnaires to 393 respondents. And based on the
findings, there is no significant difference in the online business level
of consumer satisfaction as to their profile. The factor that greatly
affects consumer satisfaction of online business is that fast
transactions are highly satisfied. It was recommended that online
sellers continue and maintain their fast transactions and find more
ways to improve their payment system to pay easily and conveniently
(Abian, 2021).

Based on the study conducted by Lucero, et.al, he determined

whether there is a significant relationship between consumer
perception and purchase behavior on online shopping among students.
It has been found out that the respondent perceptions and their
purchase behavior on online shopping are both high. To sustain their
high perception on online shopping, it is suggested that web developers
should incorporate features on their websites regarding convenience,
security, benefits and leisure. It is important for online marketers,
entrepreneurs, and business men to consider the fact that students
spend more time on the internet and that this factor will likely increase
the students online shopping behavior.

The two e-commerce sites have the same range of products: men’s
and women’s clothing, groceries, electronics, personal care, appliances,
and more. Customers may even buy prepaid cellphone load from Lazada
or Shopee. Lazada has probably the widest range of products across
different categories. As of this writing, the online shop claims that it
carries 300 million stockkeeping units or SKUs. Shopee obviously has
millions of products, but there’s no specific number available. Looking
at this comparison, it’s likely that you’ll find most of your preferred
items on Lazada vs Shopee. Lazada is among the pioneers that made
online shopping big in the Philippines.

Thanks to its wide assortment of products at cheap prices, many

Filipinos find the platform a great place to find what they need and
want. While Lazada is one of the foremost players in the Philippine e-
commerce industry, Shopee proves to be a formidable competitor, as
illustrated by the latter’s popularity. As of this writing, Shopee has more
than 59 million monthly web visits. Lazada, on the other hand, has over
37 million visits per month. Shopee ranks first on both the App Store
and Google Play Store. Lazada, meanwhile, takes second place in the
said application shops. Both Lazada and Shopee offer a return program
in case the buyer isn’t satisfied with their purchase. In this area, Lazada
has friendlier terms. Lazada has a guaranteed return and refund period
of up to 30 days (seven days for Lazada-wide and 30 days for LazMall).
Shopee, on the other hand, only gives an allowance of seven days for
returns (Pagkatotohanan, 2018).

Millennials are the main drivers of ecommerce.According to

research, 52% of Filipino online shoppers are in the 25-34 age range. If
you combine them with the 18-24 shoppers, they make up nearly 80%
of all shoppers. Millennials likely edge out Gen Z due to adulthood’s
increased spending power and responsibilities (Chan, 2023).

Synthesis

Researchers emphasize that the perception of e-service quality,

aligning with customer expectations, is crucial for instilling faith in the
capabilities of online platforms, as demonstrated by Tran & Vu (2019).
The studies by Hariani & Sinambela (2020) and Darmawan (2021)
underline the direct impact of e-service quality on customer
satisfaction, emphasizing the need for continuous improvement to
enhance overall satisfaction.

Customer satisfaction, identified as a pivotal factor for sustained

business growth, is influenced by various elements such as a
satisfactory purchase experience (Lin, Wu, & Chang, 2011), quality
and value (Khalid et al., 2018), and effective website design
(Setyaning & Nugroho, 2020). The shift towards e-commerce,
prompted by the widespread use of the internet, necessitates retailers
to consider consumers’ preferences and offer a personalized experience
(Ashraf et al., 2019; Lee & Li, 2018).

Local literature, represented by Batara (2015) and Franco et al.

(2014), emphasizes the influence of factors like consumer
innovativeness, perceived benefit, and brand image on online
purchasing decisions. Customer service in online shops, focusing on
respect, friendliness, attentiveness, and the overall service experience,
plays a vital role in shaping consumer perceptions (Franco et al.,
2014).

Foreign studies, particularly those by Prentice et al. (2018) and

Rahi et al. (2022), stress the significance of customer service in the
online purchasing process and the need for website developers to meet
users’ expectations. The investigation into the variables influencing
customer satisfaction with Shopee (Officer Zhou Junjie, 2019) reveals
that perceived benefits and trust significantly impact customer
satisfaction, with high levels leading to repeat purchases.

Local studies, such as the research conducted by Abian (2021),

highlight the importance of factors like fast transactions, mode of
payment convenience, price, values, customer service, and product
quality in determining the level of consumer satisfaction in online
businesses.
 Chapter 3

Research Methodology

This chapter outlines the methodology that will be used for this
study, covering topics such as research design, population and
sampling, research instrument, validation of the instrument, data
gathering procedures, and statistical data treatment.

Research Design

This study employed a quantitative research design, explicitly

utilizing a descriptive approach. The researchers adopted a descriptive
research design for this study, given that its purpose was to explore the
difference in the level of customers e-service satisfaction between
Shopee and Lazada. Moreover, this study can be classified as a non-
experimental quantitative study. It falls under this category due to the
utilization of numerical data, the absence of variable manipulation, and
the primary objective of identifying the customers satisfaction on the e-
service quality of online shops.

Respondents of the Study

The Grade 12 students studying at Judge Feliciano Belmonte Sr.

High School were taken as the respondents of the study. The sampling
technique used by the researchers was purposive sampling for the
profiling of strand of the population. Out of the 665 total population of
Grade 12 students at Judge Feliciano Belmonte Sr. High School, only
100 students are willing to participate in the study.

Research Instrument

The study was created using data about customers satisfaction

and the e-service quality of online shopping. The survey questionnaires
were adapted and contextualized to correspond with the study’s
respondents. The respondents are measured using the following Likert
scale:
 RATING INTERPRETATION WEIGHTED MEAN
5 Very Satisfied 4.50 - 5.00
4 Satisfied 3.50 – 4.49
3 Neutral 2.50 – 3.49
2 Not Satisfied 1.50 – 2.49
1 Very Dissatisfied 1.00 - 1.49

Data Gathering Procedure

The data gathering procedure was facilitated through Google

Forms, allowing for a streamlined and efficient approach within the
respondents’ classroom environments. Prior permission was diligently
sought from the respective teachers to conduct the survey.
Subsequently, the completed questionnaires were collected, tallied, and
subjected to analysis for interpretation.

Statistical Treatment Of Data

The statistical tools employed for the analysis and interpretation

of the questionnaire items were as follows:

1. Percentage
This will employ to determine the frequency counts and
percentage distribution of personal related variables of the
respondents.
Formula:
𝑓
%= × 100
𝑁

where:
% = percentage
𝑓 = 𝑓𝑟𝑒𝑞𝑢𝑒𝑛𝑐𝑦
N = total population

2. Weighted Mean
This will employ to compute the total with extra weights given
to one or more elements.
Formula:

where:

W = weighted average

n = number of terms to be averaged

wi = allocated weighted value

xi = observed value
 Chapter 4

Presentation, Analysis and Interpretation of Data

This chapter presents, analyzes, and interprets the data gathered

from the respondents to determine the customers satisfaction on the e-
service quality of online shops, specifically among Grade 12 online
shoppers at Judge Feliciano Belmonte Senior High School.
1. Demographic Profile of the Respondents
Table 1
Frequency and Percentage of the Respondents in Terms of Age
Age Frequency Percentage

17-18 74 74

19-20 24 24

21-22 3 3

Total 100 100

Table 1 shows information on the distribution of individuals

across different age groups. Among the surveyed population, the
majority, comprising 74%, fall within the age range of 17 to 18 years,
with a frequency of 74 individuals. Following this group, 24% of
respondents are aged between 19 and 20 years, accounting for 24
individuals. A smaller proportion, constituting 3% of the total, falls
within the age range of 21 to 22 years, with only 3 individuals. The total
number of respondents surveyed is 100, reflecting the entire dataset.
 Table 2

Frequency and Percentage of the Respondents in Terms of

Sex

Sex Frequency Percentage

Male 41 41

Female 59 59

Total 100 100

Table 2 shows the gender distribution within the surveyed

population. Among the 100 respondents, 41% are male, totaling 41
individuals, while the female population constitutes the majority at
59%, with a frequency of 59. This distribution highlights a higher
representation of female online shoppers within the dataset.

2. General Information Regarding Online Shop

Table 3

Frequency and Percentage of the Respondents Frequency of

Online Purchase
Frequency of Online Frequency Percentage

Purchase

Daily 10 10

Twice a week 15 15

Thrice a week 8 8

Monthly 33 33

Twice a month 17 17
 Thrice a month 16 16

Once every two months 1 1

Total 100 100

Table 3 outlines the frequency of online purchases among the

surveyed respondents. The data reveals that the most common
frequency of online purchase is monthly, with 33% of respondents
making purchases on a monthly basis, totaling 33 respondents. Twice
a month and thrice a month follow closely, each representing 17% and
16% of the respondents, respectively, with frequencies of 17 and 16
respondents. Daily online purchases are the least frequent, with only
10% of respondents making daily purchases, totaling 10 respondents.
Additionally, a small proportion of respondents, 1%, make purchases
once every two months, totaling 1 respondent. Overall, the table reflects
a varied pattern of online purchase frequencies among the surveyed
population, with monthly purchases being the most prevalent.

3. Level of E-service Satisfaction

Table 4

Weighted Mean of the Level of E-service Satisfaction

in Shopee
Statements Weighted Verbal
Mean Interpretation
1. If I ever have questions or need assistance, I 3.60 Satisfied
can take advantage of the online shop’s 24/7
responsive customer service for prompt
support.
2. I can expect direct communication from the 3.84 Satisfied
online shop seller or company if any issues or
problems arise, ensuring a proactive resolution
process.
3. If I need to return items, I can appreciate the 3.40 Neutral
online shop’s convenient options, ensuring a
hasslefree and easy return process.
4. If I decide to return a product, I can trust 3.42 Neutral
that the online shop will handle it with utmost
care and professionalism, ensuring thorough
inspection and adherence to established return
policies.
5. I received exactly what I ordered in the way I 4.15 Satisfied
placed the order.
6. I chose that online shop because of the nice 4.19 Satisfied
interface, easy to see, and simple operation.
7. When I shop to that online shop there are 3.94 Satisfied
many opportunities to buy quality goods.
8. I find that online shops are safer than 3.86 Satisfied
others.
9. I have many choices of brands and suppliers 4.20 Satisfied
when I place the order.
General Weighted Average 3.84 Satisfied

These findings assessed the level of e-service satisfaction of grade

12 students in terms of the online shop; the shopee. Across all
statements, respondents indicated a generally positive sentiment
towards Shopee’s performance in meeting their needs. The highest
mean score of 4.20, observed in statement 9, underscores the platform’s
success in providing users with a wide range of brand and supplier
choices. Conversely, statements 3 and 4 received the lowest mean
scores of 3.40 and 3.42, respectively, suggesting a more neutral stance
towards the hassle-free return process and the level of trust in the
handling of returned products. Overall, the general weighted average of
3.84 indicates an overall satisfaction with Shopee’s e-service offerings
among the surveyed users.
 Table 5

Weighted Mean of the Level of E-service Satisfaction in Lazada

Statements Weighted Verbal
Mean Interpretation
1. If I ever have questions or need assistance, I 3.32 Satisfied
can take advantage of the online shop’s 24/7
responsive customer service for prompt
support.
2. I can expect direct communication from the 3.53 Satisfied
online shop seller or company if any issues or
problems arise, ensuring a proactive resolution
process.
3. If I need to return items, I can appreciate the 3.19 Neutral
online shop’s convenient options, ensuring a
hasslefree and easy return process.
4. If I decide to return a product, I can trust 3.28 Neutral
that the
online shop will handle it with utmost care and
professionalism, ensuring thorough inspection
and adherence to established return policies.
5. I received exactly what I ordered in the way I 3.93 Satisfied
placed the order.
6. I chose that online shop because of the nice 3.93 Satisfied
interface, easy to see, and simple operation.
7. When I shop to that online shop there are 3.83 Satisfied
many opportunities to buy quality goods.
8. I find that online shops are safer than 3.79 Satisfied
others.
9. I have many choices of brands and suppliers 3.93 Satisfied
when I place the order.
General Weighted Average 3.63 Satisfied

These findings assessed the level of e-service satisfaction of Grade

12 students in terms of the online shop; the Lazada. Across all
statements, respondents expressed varying degrees of satisfaction with
different aspects of the online shopping experience. The highest mean
scores, observed in statements 5, 6, 7, 8, and 9, indicate satisfaction
with receiving correct orders, the user-friendly interface, the availability
of quality goods, the perceived safety of online shopping, and the variety
of brands and suppliers. However, statements 3 and 4 received lower
mean scores, indicating a more neutral stance towards the return
process and trust in handling returned products. Despite this, the
general weighted average of 3.63 suggests an overall satisfaction with
Lazada’s e-service offerings among the surveyed users.
 Chapter 5
Summary of Findings, Conclusion, Recommendations
This chapter presents the summary of findings, conclusions, and
recommendation offered.
Summary of Findings
After presenting the analysis and interpretation of data gathered
through the use of statistical tools, the following findings were arrived
at:

The majority (74%) of surveyed individuals are aged 17 to 18

years, with a significant drop-off in representation beyond age 20.

Females (59%) outnumber males (41%) among the 100

respondents, indicating a higher representation of female online
shoppers.

Monthly purchases are the most common (33%), followed by twice

a month (17%) and thrice a month (16%), showcasing varying patterns
of online shopping frequency.

Grade 12 students express overall satisfaction (general weighted

average: 3.84) with Shopee, with the highest satisfaction related to a
variety of brand choices and the lowest related to hassle-free product
returns.

Similar to Shopee, Grade 12 students also express satisfaction

(general weighted average: 3.63) with Lazada, with the highest
satisfaction related to brand and supplier choices; nice interface, easy
to see, and simple; and received exactly what is ordered. However, the
lowest related to hassle-free product returns.

Conclusions

Based on the findings, the following conclusions are made:

1. The majority of respondents are aged between 17 to 18 years,

indicating a predominantly young demographic engaging in online
shopping. Females also constitute a higher proportion of the surveyed
population.

2. The data reveals a diverse range of online purchase frequencies, with

monthly purchases being the most common pattern among
respondents.

3. Grade 12 students expressed satisfaction with Shopee’s e-service,

with the highest satisfaction noted in the variety of choices available for
placing orders. However, there is room for improvement in the hassle-
free return process.

4. Similar to Shopee, Grade 12 students reported satisfaction with

Lazada’s e-service, particularly regarding the variety of choices; nice
interface, easy to see, and simple; and received exactly what is ordered.
However, the return process appears to be an area for potential
enhancement, as indicated by the lower satisfaction score compared to
other aspects.

Recommendations

Based on the result of the study, the researchers proposed the

following recommendations:

1. Both Shopee and Lazada should focus on enhancing their return

processes to better meet the expectations of online shoppers. This could
involve simplifying return procedures, providing clear instructions, and
offering user-friendly interfaces to streamline the return experience.

2. Given the predominance of young respondents, online platforms

should tailor their marketing strategies and user interfaces to resonate
with this demographic. This could involve incorporating more
interactive features and youth-oriented content.

3. Regular monitoring of customer feedback and satisfaction levels is

essential for identifying areas of improvement. Shopee and Lazada
should implement mechanisms to collect and analyze feedback
continuously, allowing them to adapt their services in response to
evolving customer needs and preferences.

4. Both online shop should prioritize transparent and timely

communication with customers, particularly regarding return
processes. Providing clear information on return policies, procedures,
and timelines can help manage customer expectations and minimize
frustration.

5. Investing in technology to improve the overall user experience,

including the return process, can significantly enhance customer
satisfaction. Shopee and Lazada could explore implementing features
such as automated return labels, online return tracking, and real-time
customer support to streamline the return process and address
customer concerns effectively.

6. Providing educational resources and guides on the return process

can help empower customers to navigate returns more efficiently.
Shopee and Lazada could develop informative tutorials, FAQs, and
troubleshooting guides to assist customers in resolving common issues
independently.

By implementing these recommendations, both Shopee and Lazada can

enhance their e-service offerings, improve customer satisfaction levels,
and maintain their competitive edge in the online shopping market.
 Chapter 6

Project Proposal

I. Project Title: Return Experience Enhancement in Shopee and

Lazada

II. Introduction

The proposal aims to enhance the return experience for users of

Shopee and Lazada, two leading online shops. By simplifying return
procedures, providing clear instructions, and offering user-friendly
interfaces, the goal is to improve customers e-service satisfaction.

III. Rationale

Improving the return process is crucial for enhancing customer

satisfaction in the online shopping experience. By understanding the
pain points and preferences of customers regarding returns, companies
can implement effective solutions to streamline the process and
increase customers e-service satisfaction levels.

IV. Project Description

The project involves implementing enhancements to the return

process. This includes streamlining procedures, providing detailed
instructions, and redesigning interfaces for better usability.

V. Benefits

• Online shoppers will experience a smoother return process,

leading to increased customers e-service satisfaction.
• Clear instructions and intuitive interfaces will decrease the need
for customer support assistance, reducing operational costs.
• By offering a superior return experience, Shopee and Lazada will
stand out in the competitive e-commerce landscape, attracting
and retaining more customers.
VI. Material and Cost

The project budget includes expenses for user research, design

and development resources, testing, and ongoing monitoring. A detailed
breakdown of costs will be provided upon approval of the proposal.

VII. Conclusion

Improving the return experience in Shopee and Lazada is crucial

for maintaining competitiveness and driving growth. By focusing on
simplifying procedures, providing clear instructions, and offering user-
friendly interfaces, we can enhance customers e-service satisfaction,
ultimately benefiting the online shops’ long-term success.
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