DR. YANGA’S COLLEGES, INC.

The Battle towards Customer Satisfaction

CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

Technology has been a great part of everyday living. People say this makes

everything easier and convenient to do. But, in modern day, this also invaded not just

lives of every people but the world of business industry.

The emergence of technology has changed not only the everyday habits of the

people but also brought a big change in the business world. The advancement in

technology is now being used as instrument to switch the traditional selling into modern

online shopping or E-commerce (Money Matters, 2017)

An estimation by Forrester research said that there is a possibility that online sales

will rise to 9.1 % in 2019 from 6.1% last 2014 and according to them, this data is a clear

evident on the expansion of E-commerce (Banerjee, 2017)

Stated in Wharton University of Pennsylvania (2011), purchase decision is

defined as the process by which a consumer identifies needs, generates options and

finally purchasing a certain product.

With these facts, this study aims to expose the advantages and disadvantages of

both shopping process and eventually evaluate which of these two is more satisfying for a

consumer.

Theoretical Framework

In the Customer Satisfaction Theory discussed in Qualtrics Support (2017),

satisfaction is defined as overall psychological state of evaluation of relationship between

the customers‘ expectation and the company‘s product and service. It is comprised of
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The Battle towards Customer Satisfaction

three elements namely: Cognitive (thinking or evaluation), Affective (emotion or

feeling), and behavioral. This explains that customers will be satisfied if the product or

service they paid for will produce a certain outcome that meets their expectations that are

based on the three elements.

In addition, customer satisfaction is the feeling of pleasure or disappointment of a

consumer after buying a service or product that makes him or her compare what he or she

experienced to his or her expectations (Kotler & Keller 2006).

Stated in the Customer Satisfaction Theory is the three elements that comprises

the satisfaction feeling of the consumers. It was said that for a customer to be satisfied

with the service or products, he or she must be satisfied in each element, namely:

Cognitive, Affective, and Behavioral.

Meanwhile, discussing further the elements, Cognitive element pertains to the

customers‘ evaluation of the product. This evaluation is for the physical attributes of a

product, from the packaging, feature, design or style, even up to the cost. Affective

element on the other hand shows the satisfaction acquired by customers from the

customer service and relationship given by the seller. Lastly, Behavioral satisfaction is

achieved when a customer repurchase on the same store and recommends it to other

people.

In line with the exposed theory and concepts, the researchers aim to evaluate the

satisfaction that that the customers are experiencing when they consume products from

online shop or in-store or direct shopping through different aspects.

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The Battle towards Customer Satisfaction

Conceptual Paradigm

Input Process Output

 Profile  Survey -  Customer

 Gender Questionnaire Satisfaction
 Age
 Civil Status
 Social Status
 Cognitive Element
 Durability
 Physical
Appearance
 Cost
 Advertisement
 Brand Feedback
 Affective Element
 Customer
Experience
 Customer Figure 1.1 Conceptual Paradigm
Relationship
 Behavioural Element
 Repurchase
 Recommenda-
tion

The figure above shows the variables researchers consider to further explain and

enhance the evaluation of the customers‘ satisfaction. The input was divided into three:

the Cognitive Element, Affective Element, and the Behavioral Element. Cognitive

element includes durability, physical appearance, cost, advertisement and brand. On the

other hand, researchers also measure the customer experience and customer relationship

for the affective element. And lastly under the behavioural element are repurchase and

recommendation. In order to gain information within these variables, researchers will

disseminate questionnaires consists of specific questions under the three elements.

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The Battle towards Customer Satisfaction

Statement of the Problem

The study aims to understand the customer satisfaction between enterprises practicing

in-store and online selling; specifically, it aims to answer the following questions.

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

1.1 Gender

1.2 Age

1.3 Social Class

1.4 Civil Status

2. How may the online shoppers‘ satisfaction be described in terms of the following

elements:

2.1 Cognitive

2.2 Affective

2.3 Behavioral

3. How may the in-store shoppers‘ satisfaction be described in terms of the following

elements:

3.1 Cognitive

3.2 Affective

3.3 Behavioral
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The Battle towards Customer Satisfaction

4. Is there a significant difference on the satisfaction in the different elements

between online and in-store shoppers?

5. Is there a significant difference on the customer satisfaction when analysed

according to their profile.

Hypothesis

 There is no significant difference on the satisfaction in the different elements

between online and in-store shoppers.

 There is no significant difference on the satisfaction in the two different genders

between online and in-store shoppers.

 There is no significant difference on the satisfaction in the different age bracket

between online and in-store shoppers.

 There is no significant difference on the satisfaction in the two different civil

statuses between online and in-store shoppers.

 There is no significant difference on the satisfaction in the three different social

statuses between online and in-store shoppers.

 There is no significant difference on the satisfaction of the customers when

analysed according to their profile.

Scope and Limitations

This study will be conducted in the vicinity of Bocaue, Bulacan. Participants of

this study will be the online and direct buyers in the area who have purchased products or

goods through online and in-store selling. Participants should experience both buying

process in order to compare the experience and satisfaction.

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The Battle towards Customer Satisfaction

However, this study will be conducted only within Bocaue, Bulacan. Consumers

in the nearby towns will not be included. In addition, a buyer must have purchased at

least twice through both processes.

The study aims to compare the customers‘ satisfaction acquired by consumers

after they bought items from online store and directly in-store. Therefore, this study does

not include correlational study of demographics and satisfaction.

Significance of the Study

This study is not just to acquire new knowledge and information. It is intended to

discover information that can be applied to current situations. The beneficiaries of this

research study would be:

To the consumers, because they will have a basis on what is appropriate for their needs,

lifestyle and economic status. With this study, potential customers will be aware and

informed on which buying process would benefit them more and will meet their

expectations towards satisfaction.

To the sellers. They will have an idea on how will they promote and market their

products. Also, they will be informed on how to improve customer relationship and use it

as a tool towards customer satisfaction.

To the aspiring entrepreneurs, because they will have an idea of which kind of

business distribution process is more patronized and beneficial to consumers. In addition,

this research study will expose the pros and cons of both buying process and so potential

entrepreneurs may think of solutions to fix these current problems.

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The Battle towards Customer Satisfaction

To the local and national government agencies who monitors the flow of business.

They will have an idea of what kind of business they will support or promulgate. This

study may open government eyes in the present situation of the country‘s business

industry. Thus, immediate action may be implemented.

Definition of Terms

 Online shopping/Selling - the process of buying or ordering good online. Also

called as E-commerce.

 In-store shopping/selling- The traditional way of buying and selling goods.

Customers go directly in store to acquire products.

 Customer Satisfaction- It is the feeling of a consumer that what he or she pays is

worth the product or service.

Review of Related Literature

Customer satisfaction

There are three factors affecting the shoppers purchasing behavior: the socio-

demographic, the spatial and the attitudinal. First is the socio-demographic divided into

four sub-categories: gender, age, income, and time pressure. Then, the accessibility of a

shop or on the researchers‘ term is the spatial factor. Lastly is the attitudinal factor, a

coined term used for the shoppers‘ experience (Farag, Krizek & Dijst, 2006).

Customer satisfaction as defined by Kotler and Keller (2006), is the feeling of like

and dislike and dislike of the customers towards a product. This will be the reference of
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The Battle towards Customer Satisfaction

comparison of a customer between his or her expectation and the service or the product

he or she availed.

As discussed earlier in the Customer Satisfaction Theory, there are three elements that

will serve as the criteria to know if the company‘s service or product meets the

expectations of the customer leading to the evaluation of customer satisfaction (Qualtrics

Support, 2017).

Measuring the customer satisfaction is very essential to marketers and business

owners as it opens the business to room for improvements. In fact, out of 200 surveyed

senior marketing managers, 71% of them consider the measure of customer satisfaction

important in managing and monitoring their businesses (Beard, 2014).

Online Shopping

According to news written by Gregory Karp (2009), online shopping could be a

best friend of a smart consumer, for its feature like easy comparison, search for discounts

and make purchase through ‗clicks.‘

In a statistics exposed in Newsbytes Philippines (2015), six out ten of Filipinos

purchase a service or a product online. There has been an increase in the result from 2014

which only has 46% in result.

Behavior of internet shoppers towards purchasing goods or services in the internet

is affected by the three main factors: the age, the social status, and the experience of

Internet Shopping. It is more advisable for the e-commerce retailer to target younger
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The Battle towards Customer Satisfaction

customer especially ages 14-24 because they are the type of market that are most exposed

on the changes in technology.

Secondly, e-commerce retailers can target those markets coming from the middle up to

the above classes of the society because they are the usual type of people who have an

access to the internet.

Lastly, the past experience of the consumer in purchasing product or services to

internet stores is affecting their behavior on their next transaction on the said type of

stores because this past transaction can give them already a hint on what an e-commerce

stores can give to them. In addition, the researcher also concluded that the gender and the

internet exposure even a significant one cannot affect the internet shoppers behaviors

towards internet shopping (Bigne, Ruiz & Sanz, 2005).

There are different factors affecting the online and in-store shoppers purchasing

decision because of the big differences of both online and in-store enterprises in terms of

the price, place, product and process. Online shoppers are sensitive enough in the price of

the products of a particular e-commerce store because they are expected to have a much

lower price compared to in-store enterprises; lower price is caused by fewer expenses.

Second, online shoppers are giving intention to the past customers feedback as a

reference for the performance of that particular online store. Lastly is on the place factor,

online shoppers prefer to patronized online store that is accessible to them. (Liu, Burns,

& Hou, 2013).

Advantages of Online Shopping

Consumers consider a lot of aspects in terms of choosing whether to shop online

or go directly in store. On factor that make customer choose online shopping is the
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The Battle towards Customer Satisfaction

distance of the store to their homes (Banerjee, 2017). People will take time and effort to

go to stores and shop. At home, in just browsing in the internet shopping sites, customer

can now choose the items they want to buy and immediately sent the order.

Online shopping enables customers to shop anytime and everywhere through the

internet. This virtual shopping gives convenience to the shoppers and allows them to shop

across online market. Also, customers save time when the buy online. They do not have

to travel and go to the store just to buy (Ramirez, 2015).

When someone shops online, he or she is not pressured to avail a product unlike

when a customer is in store and there are group ofsales personnel who try to influence a

potential buyer (Money Matters, n.d)

Another factor that is also being considered is the wide variety and range of

products available online. Online shops enable the potential buyers to explore and choose

among various products being offered online. This variety of products also allows the

customers to compare product features and even the price in order to choose the best out

of those (Money Matters, n.d).

Disadvantages of Online Shopping

On the other hand, online shopping has also its down side for the customers.

Since the product will be bought online, the customer will wait for days before he or she

receives it. This is not good for an impatient buyer especially those who need the product

immediately. Another factor is the ‗No return and refund‘ policy of online shops.

Whether the customer wants a product to be returned, this cannot be done. Some online

shops allow the refunding yet may take time (Ramirez, 2015).

Discussed in Money Matters (n.d) are the disadvantages of shopping online. One

of these is the lack of close examination of the buyer in the product. Since product are
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only displayed in pictures, customers have no time to check the product before

purchasing it. Close examination is essential in purchasing to initially evaluate a certain

product. This lack in close evaluation leads also to lack in shopping experience. Buyers

who shop online will not enjoy the in-store shopping atmosphere anymore. Typical

consumers look forward to the traditional shopping experience which can only be

experienced in in-store shopping (Money Matters, n.d).

Another downside of online shopping is that it is prone to fraud. There are online

shops or online seller who disappear after they received the payments of their buyers

(Money Matters, n.d).

In-store Shopping

Recent report shows that growth of shopping store drops by less than 3%. It may

not be alarming for now but this could be an evidence that traditional way of shopping is

now being obsolete. Even pioneer companies like Radio Shack, Sears and Target are

affected by the changing atmosphere of business and are feeling the closing of their stores

(Banerjee,2017).

In-store shopping has been in tight competition with online shopping. Yet, some

people still prefer to shop in store due to aesthetics and convenience (UKEssays, 2015)

Advantages of In- store shopping

Meanwhile, in-store or direct shopping also has the advantages for the customers.

Some people demand to have the product they bought as soon as they pay for it and you

can only do it buy shopping directly in store. This is one of the aspects that make direct

shopping more satisfying for customers (Liu, Burns, & Hou, 2013).
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On the other side, the in-store shoppers are conscious in the quality of the product.

It is important for them to criticize the product personally and not only relied on how the

retailer described the product. Moreover, the in-store shoppers past experience are

affecting their purchasing decision in where and what type of store they much prefer to

(Liu, Burns, & Hou, 2013).

Relationships cannot be formed with websites

It says that even the online shopping become popular at this age, the relationship

between the seller and consumer cannot be built via online. Unlike in the direct selling

the consumer can authorize the seller itself if it is trustworthy or not. And in online

shopping, if a consumer buy a certain product there are no demonstration happening

between the seller and consumer unlike in direct selling that when a customer buys a

product, it can be demonstrated personally and a seller can give the consumer a lesson on

how to use that product : it can have a personal recommendation which online selling do

not have (Larter,nd ).

Disadvantages of In-store Shopping

Distance could be a great factor of dissatisfaction of a customer. People would not

spend so much time driving and going to store just to buy a certain product (Paglia.

2013).

Another factor that might dissatisfy a customer is the limited range of the

products in store unlike in online shops that people could explore through wide range of

products. Meanwhile, inaccessibility of store for24 hours is also considered. On the other
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hand, disrespectful and inefficient sales staff could affect one shopping experience

leading to negative feedback (UKEssays, 2015).

Synthesis

Today‘s business world has been invaded by the advancement of technology.

According to some, this change is good and could be a beginning step towards success.

Yet, for a customer-centered business venture, is the advancement of technology a key to

fulfil a customer‘s needs, wants and demands? Would this technological advancement

give the satisfaction to the customers?

Satisfaction is defined as the positive or negative feeling towards a purchased

service or product. It may be positive if the company‘s offering met the customers‘

expectation and negative if they think that purchasing the service or product is just a

waste of time, effort and money.

Theory of satisfaction has discussed that there are three elements to be evaluated

to see if a customer is satisfied or not. These are (1) Cognitive element or the evaluation

of oneself to the product she bought. This pertains to the appearance, the cost, the

features of a product, etc. (2) Affective element or the emotional factor: this describes the

feeling of the consumer towards a product. In addition, the affective element indicates the

customer experience upon purchasing and using the service or product. Lastly is the (3)

Behavioral element which says that if a customer is satisfied with the service or product,

there are possible repurchases and the company‘s offering may be recommended to other

people by their past customers.

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This customer satisfaction may lead to customer loyalty, repeat purchases and

even recommendation of the company‘s offering to other folks.

Meanwhile, it is still a question in mind of which in Online and In-store shopping

is a better buying process.

Online shopping is the latest way of buying products wherein customers do not

need to go in the store to shop. One just need a technological device like cell phone,

tablet or iPad, or laptop and make some tap and click to purchase a certain service or

product.

This way or buying a product is beneficial to the customers as they said it saves

time and effort. Some products in online shop are cheaper compared to actual store in

malls. Another factor being considered is that there are more available products online

unlike in stores. Due to easy access in all online shops, buyers can go from one online

shop to another.

Yet, online shopping has its downside also. It makes the buyers away from the

shopping experience since they are only at home. Lack of shopping experience is also

lack of face-to-face examination of the product that is going to purchase of a customer.

Products online are only displayed through pictures and so buyers do not have the chance

to touch and examine it in person. Another disadvantage is the time a customer is waiting

to receive the product in hand. Since it is an online shop, one has to wait when it will be

delivered. Refunding and returning of the product is a long process also in online

shopping.
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Meanwhile, even though online shopping is paving the way, in-store shopping is

still in the business process. As the traditional way of acquiring products, it is still

patronized by some for the experience it is giving to the consumers.

Traditional in-store shopping provides the customers the shopping ambiance.

Through going directly to store, potential buyer really experience the presence of sales

staff, the company‘s offering and the atmosphere of a shopping store.

In addition, through in-store shopping, he or she can examine and test the product

they are planning to purchase. Touching the product personally is essential to the buyer to

know and try the features of a certain product. Also, customer can easily communicate

with the seller or sales agent at the store rather than online. With these, customer

relationship is enhanced.

Meanwhile, just like in the online buying process, in-store purchasing has

disadvantages. One of it these the time a consumer will spend going to a shop just to buy

a certain product wherein they can purchase online. Time nowadays is essential for

everyone and so should be spent in right way.

Unavailability of stores for 24 hours is also one factor why it is not patronized by

some. Common stores are only open about 8-9 hours a day, unlike the online shop which

has no opening and closing hours.

Disrespectful and inefficient sales staffs are also considered in choosing whether

to shop online or in-store.

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CHAPTER 2

RESEARCH METHODS

In this chapter, methods that were used in conducting the data will be shown. The

researchers will discuss about the research design used; the research locale or the place

where the study has been conducted as well as the reason why it is the locale of the

research study: and the participants or the people being surveyed to gather for numeric

data. Discussed also in this chapter is the instrument used which is survey form (Likert

scale) , the validity and the reliability tests of which the survey questionnaire has

undergone. In addition, the whole gathering data procedure was done including the

statistical treatments that were used to interpret the gathered data can be seen also.

Ethical consideration is also included.

RESEACH DESIGN

The researchers aim to compare two buying processes--- in-store shopping or the

traditional way of buying goods and the modernized way which is the online shopping or

the E-commerce. With these, they used Comparative research design which tends to

expose the similarities and differences of two variables—in-store and online shopping, as

well as the advantages and disadvantages of both buying process. Comparative research

aims to compare two groups of variables and eventually draw conclusion form it. It will

expose the similarities and differences between the set of variables, then, it will be

analyzed (Richardson,n.d). As the advantages and disadvantages were exposed, the

researchers were able to measure the level of satisfaction it gave to the customers as they

answer the questionnaire.

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RESEARCH LOCALE

In-store and online selling have been established anywhere. The researchers

decided to do the research in Bocaue and other nearby towns in Bulacan as they knew

this area has lot of business. They have chosen these areas due to its accessibility and

certain availability of data because business, either in-store or online business, are found

in this places. Given that these businesses are in this area, customers can be found also in

these vicinities which are the target informants of the study. Bocaue's major industry is

fireworks making, which has earned the tag, "Fireworks Capital of the Philippines.‖

Other major industries of Bocaue are garments, chicharon-making, and rice-milling. For

the town of Balagtas, sector of agriculture is dominant here such as farming and poultry

and hog-raising. Aside from agriculture, one of the major source of living here is cottage

industry which includes weaving, garments, furniture- making, and etc. And the Pandi,

which is the youngest town in Bulacan which industries are furniture- making, garments

and embroidery, metal craft, poultry and hog-raising, and farming. Online selling are also

established in this area particularly in the students and housewives.

RESEARCH PARTICIPANTS

The study aims to measure the satisfaction of the customers who buy goods online

and in-store. The level of satisfaction is to be compared to know which of the two is more

satisfying for the customers considering their demographics and preferences. The

researchers used purposive or judgmental sampling which choose the participants who

are likely experienced for the subject of the study ,which in this case, were able to buy

things from in-store and online shop. Researchers seek for the participants by asking

students, teachers and even common people if they had bought items from online and in-
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store. If they are qualified as respondents, they will be given a questionnaire to gather the

desired data needed. On the other hand, to gather more data as required in the research

study, the researchers also used snowball sampling which gathered participants from the

recommendation and referral of the existing participants (Baraceros,2016).

RESEARCH INSTRUMENT

The researchers used survey questionnaires to gather data from the customers. It

is in Likert Scale form which measures the satisfaction of the buyers from 1-5, being 1 as

the lowest and 5 as the highest.

The survey questions are divided into two parts, the first part is for the profile of

the respondents in which they will indicate their name (optional), age group they belong,

social status and marital status. On the other hand, the second part is subdivided into

three parts for the cognitive element, affective element and the behavioral element

satisfying the Customer Satisfaction Theory.

The Cognitive part consists of questions for the features of the products, the price,

the variety as well as the consistency of its appearance from the display to the actual

acquired item.

Meanwhile, Affective element part has questions which ask if the customer

service of the seller of both buying processes is good and satisfying. Moreover, it

indicates if the seller has good communication with the customers causing them to make

more buyers and build harmonious relationship with them.

On the other hand, Behavioral element is comprised of questions which seek to

know if the buyer wants to buy again on the same shop and recommend it to their friends

and relatives or not.

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Participants will rate the statements included in every element of satisfaction

according to their evaluation of the product they bought and the experience they had.

The questionnaire used for the survey undergone validity and reliability tests.

Three business related people tested the validity of the questionnaire. The survey

questionnaire for the data gathering passed the test with the result of 4.72 that dictates a

passing score.

On the other hand, Cronbach‘s alpha and test retest were done to test the

reliability of the test questions. Ten participants were asked to answer the survey

questionnaire and the results of it were run in Microsoft Excel for the test. Cronbach‘s

alpha resulted to 0.72, 0.87, 0.74 in the Cognitive, Affective and Behavioural element,

respectively, which indicated a passing rate.

ETHICAL CONSIDERATION

The confidentiality of the answers of the participants is secured. Letter of intent

was presented to the administration (school) before the actual survey. Once the letter was

signed, that was the only time that the researchers disseminated the questionnaire and

conducted the said survey. The researchers assured the participants who answered the

survey questions that their identity and all the information about them will remain

covered as they wished.

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DATA GATHERING PROCEDURE

In pursuing the needed data, the researcher chose

the appropriate sample, particularly respondents
who are related to the chosen study. These
respondents are specifically people who have
bought online and in-store.

After the informant was chosen, the researchers

will give a letter of intent to the facilitator (if
survey was conducted in class) to formally inform
the respondents about the matter including survey
to be conducted.

And when the researchers were permitted to

conduct the survey, they proceeded to the survey.
With that, the researchers will give the following
questionnaire to the chosen participants.

The data that have been gathered undergo certain

statistical treatment like Descriptive statistics, Z-
Test and Two- way ANOVA. These treatments
helped the researchers to interpret the data and
eventually formulate the result and conclusion.

Figure 2.1 Data Gathering Procedure

STATISTICAL TREATMENT

In order to interpret and come up with a reasonable result, the researchers used

statistical treatment to evaluate the gathered data. Since the objective of this research
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study is to compare two buying processes which are online and in-store shopping,

statistical treatment that measures differences was used.

Moreover, the researchers used Microsoft Excel and Statistical Package for Social

Sciences (SPSS) for the treatment of the gathered data.

The first statistical treatment that was used is the Z- test. It is use in the analysis of

two different populations mean which variances are unknown.

The formula for Z-test is:

https://www.google.com.ph/search?q=z+test+formula&dcr=0&source=lnms&tbm=isch&sa=X&ved=0ahUKEwibp7vAxevWAhXLvrwKHWWuDCUQ_AUICi gB&biw=1366&bih=707#imgrc=ESMG1NfN0X4QR
M:

On the other hand, ANOVA or Analysis of Variance is a statistical test used to

determine if there is a significant difference among three or more set of variables or

groups.
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Two-way ANOVA (Analysis of Variance) measures significant differences

between variables of a certain set of data. It will determine if two different factors will

have an effect in the dependent or measured variable (Chesnutt, n.d). In this case, it was

used to know of there were significant differences between demographics (age, gender,

social status, and civil status) and the satisfaction considering the three elements

(cognitive, affective and behavioural).

The formula for Two-way ANOVA is:

https://www.google.com/search?q=formula+for+two+w ay+anova&dcr=0&source=lnms&tbm=isch&sa=X&ved=0ahUKEwi3_PipivWAhVBTrwKHctUBoEQ_AUICigB&biw=1366&bih=707#imgrc=9DX4tnv_r3fZCM:
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The Battle towards Customer Satisfaction

CHAPTER 3
RESULTS AND DISCUSSIONS

In this chapter, the results of the study conducted are shown. Distribution of the

respondents in terms of demographics is indicated through figures and table. On the other

hand, the results of the conducted statistical treatments are exposed.

Profile of the Respondents

40%

60% Male
Female

Figure 3.1. Gender

The chart above shows the profile of the respondent based on gender. 60% of the

total population of 152 respondents, which is 91, were female and the other 40% or 61

respondents were male.

According to the study conducted by the Business Insider Intelligence as cited by

Schlossberg (2016), online shops are patronized the most by men compared to women. It

can be seen through the percentage of men and female who voted in favor to the online
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shops; almost 86% of teenage male much preferred to shop through online because of its

convenience and just only 76% of teenage girls agreed they feel the same.

In support to this, said by Mark Gungor (n.d), men are mission and task- oriented

shopper and buy items they planned beforehand unlike women that are more likely

wandering first in store to see if there are more satisfying products. Men most likely shop

online wherein they will purchase items that they are looking and not look for better

option anymore.

Table No. 3.1 Age Group

Age Group No. of Respondents Percentage

0-21 years old 92 61%

22-40 years old 44 29%

41-51 years old 12 8%

52-71 years old 4 3%

Table No.3.1 indicates the profile of the respondents based on their age. The ages

were grouped according to the generation they belong. Ages 0-21 years old belongs to

Generation Z which was 61% of the respondents, 22-40 years old belongs to Millennial

or Generation Y, the 29% of the total sample. Meanwhile, ages 41-51 years old are

members of Generation X and lastly, people, ages 52-71 are part of the Baby Boomer

generation, which were 8% and 3% of the respondents, respectively

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The Battle towards Customer Satisfaction

According to an article, point of satisfaction of customers differs through ages. In

160 French, ages 18-90 years old, they are being surveyed about which factor(s) does/do

they consider in purchasing a product: price, durability and suitability. The study released

a result that younger participants said they consider price more when buying a product.

For older participants, it is the suitability that is important in perceiving an item. On the

other hand, for eldest, it is the durability that must be considered (Herve and Mullet,

2009)

Table No. 3.2 Social Status

Social Status No. of Respondents Percentage

Upper Class 5 3%

Middle Class 126 83%

Lower Class 21 14%

The table above displays the distribution of the respondents according to Social

status. More than 805 or 126 respondents belong to the middle class of the society.

Meanwhile, lower class sector was the second highest part of the respondents which is

21%, followed by the upper class with only 3% or 5 respondents.

Social status are declared based on the following socio-economic status: Family

income, occupation status and educational attainment (Schiffman and Kanuk, 2008).

Products perceived are often used as symbol of social status. Consumer

considered their social status in choosing where to shop. It is wrong to assume that all

buyers desire to shop in a high-class store. They declare their social standing and once
 DR. YANGA’S COLLEGES, INC. 26

The Battle towards Customer Satisfaction

they know that they do not fit on a particular store, they will not patronize that shop.

(Scribd,n.d)

Table No. 3.3 Civil Status

Civil Status No. of Respondents Percentage

Single 117 77%

Married 35 23%

Table no. 3.3 indicates the profile of the respondents based on civil status.

The table shows that majority of the respondents were single (77%) and the other 23%

belongs to the married sector.

Psychology Today (2011) said that the person who has a single status is

spending a lot of his/her income for apparels compared to the percentage of the income

allotted by a person who is already married in buying the same line of product. It is

almost 2.9% of the income of a person who has a single status are spent for their apparels

such as clothes and shoes while for the married one, they just only lend 2.1% of their

income for buying the said line of product. This predisposition is reflected in their

mindset of being thrifty and love to spend; according to Mark Dolliver (2009), 73% of

married persons said that they are thrifty and only 58% of their contradictory status said

that they are thrifty as well. Relatively, 27% of married persons said that they love to

spend and almost 42% of their contradictory status said the same disposition.
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The Battle towards Customer Satisfaction

Table 3.4. Comparison of Customer Satisfaction in terms of Cognitive Element

COGNITIVE
QUESTION MEAN SD Verbal interpretation RANKING
ONLINE IN-STORE ONLINE IN-STORE ONLINE IN-STORE ONLINE IN-STORE
1. The product I bought STRONGLY
3.09 3.57 0.54 0.53 AGREE 4TH 1ST
has good features. AGREE
2. The product is
STRONGLY
durable and I am using 3.00 3.45 0.59 0.54 AGREE 5TH 4TH
AGREE
it until now.
3. The cost of the
product is low and 3.21 3.09 0.81 0.63 AGREE AGREE 3RD 5TH
budget-friendly.
4. The appearance of
STRONGLY
the product is the same 2.78 3.55 0.83 0.59 AGREE 6TH 2ND
AGREE
as those in display.
5. The product is easy
STRONGLY
to find in store or online 3.28 3.07 0.69 0.67 AGREE 2ND 6TH
AGREE
shop.
6. There is wide variety STRONGLY STRONGLY
3.34 3.46 0.69 0.63 1ST 3RD
of products to choose. AGREE AGREE
STRONGLY
3.12 3.37 0.11 0.06 AGREE
AGREE

The Table 4 shows the difference of how online and in-store shops satisfied the

cognitive elements of their customers most specifically through the features, durability,

price, physical appearance, availability and variety of their product.

Cognitive elements, describe that most of the consumer who already bought a

product to both shopping environment are satisfied the most in the in-store compared to

the online shop; it was supported by the in-stores‘ overall mean of 3.365 got from the

cognitive element test. Relatively, they overstepped online shops in terms of their

products‘ features, durability, physical appearance and variety. Moreover, most of the

researchers‘ respondents agreed that in-stores are offering a much better product feature

compared to the online shops; in fact in-stores got a mean of 3.572 and standard deviation

of 0.535 to the feature factor of cognitive element that only indicates a positive response

from their customer. In addition, in-store got a mean of 3.447 in the durability factor of a

product that is .447 much higher compared to the mean got by the online shop. In terms
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The Battle towards Customer Satisfaction

of the physical appearance of a product, in-store shops got the highest score compared to

online shops with an average mean of 3.546. These results of product features, durability

and physical appearance support the idea that in in-store, the customer can test the

product hands-on before they will purchase it; therefore they can easily know the

products quality prior the exchange of money and product consuming. This fact lessens

the possibility of the customers‘ dissatisfaction after using the product (CareerRide.com,

2014). Lastly, in-store got a slight advantage to online shop in the product variety that

they actually got a mean of 3.461. It happened because in in-store most specifically to

malls there are a wide variety of products, starting with the clothes up to the food that

consumer‘s basically needed (CareerRide.com, 2014) but according to Express News

Service (2014), most of the products that a customer can see to any malls can now also be

availed through online shops; that is the reason why the ratings of the respondents to both

in-store and online shops are likely the same.

On the other hand, online shops delight their customer through their product price

and availability. Compared to in-stores‘ pricing, online shop is much more cost efficient

for their customers‘ perspective caused by the lesser expenses bought by the free rental

fee of internet to the online retailers (Torres, 2017) and that became the reason why

online shop got almost a mean of 3.211 a .119 higher compared to the average score got

by the in-store shops. Furthermore, the respondents score was also in favor to online shop

in terms of the product availability; it got a mean of almost a 3.283 a much higher

average compared to 3.072 got by the in-store. This statistics was also in align on what

Torres (2017) said, that most of the product that a customer are perceiving to buy is

already available to online because of its infinite space for displaying product. The online
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The Battle towards Customer Satisfaction

retailers can display multiple products contrary to the in-store environment wherein the

space is very limited.

In the overall rating, in-stores are satisfying the most in terms of the cognitive

elements of the shoppers who already bought any product to the said two different

environment for shopping compared to the online shops which only got an overall

average of 3.117.

Table 3.5. Comparison of Customer Satisfaction in terms of Affective Element

AFFECTIVE
QUESTION MEAN SD Verbal interpretation RANKING
ONLINE IN-STORE ONLINE IN-STORE ONLINE IN-STORE ONLINE IN-STORE
1. The seller (sales staff)
STRONGLY
entertains my questions 3.01 3.52 0.70 0.61 AGREE 3RD 1ST
AGREE
about the product.

2. The seller (sales staff)

STRONGLY
is polite and 3.05 3.43 0.63 0.58 AGREE 1ST 3RD
AGREE
approachable.
3. I have felt the
STRONGLY
traditional shopping 2.59 3.51 0.78 0.56 AGREE 5TH 2ND
AGREE
experience.
4. The seller (sales staff) STRONGLY
2.90 3.30 0.69 0.64 AGREE 4TH 5TH
convinced me well. AGREE

5. The seller (sales staff)

builds good customer STRONGLY
3.02 3.33 0.74 0.62 AGREE 2ND 4TH
relationship with the AGREE
buyers like me.

STRONGLY
2.91 3.42 0.06 0.03 AGREE
AGREE

The Table 3.5 shows the difference of how online and in-store shops satisfied the

affective elements of their customers most specifically through the communication,

courtesy, competency, credibility and responsiveness of their sales‘ personnel.

This part of the research question only portrays to the marketing strategy for

gaining customer relationships. According to Ipsos Retail Performance (2017), customer

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The Battle towards Customer Satisfaction

relationship helps a retailer to get the trust of its current and prospective customer or

build loyalty from them that can eventually benefit them in terms of profitability, sales

and market shares of the business. In addition, relationship marketing can be achieved

through business sales personnel by making them to be customer-friendly personnel.

Relatively, almost 50% of the shoppers much prefer to seek advices to a sales person

whenever they want to buy something (Fisher‘s findings as cited by Gustafson, 2014);

therefore, it is easier for a business to convince its customers to give the trust to them

through sales personnel.

The table portrays obviously that the respondents are gratified the most by the in-

store personnel compared to the online shops because online shops usually did not have

any personnel at all. It was in line to what Money Matters (2017) are claiming: online

shops are giving a ‗no pressure shopping‘ to their customers because they can freely

choose what the product they want without interfering of a sales personnel. It can be seen

through the overall mean that both shopping environment get from the affective element

test; in-store got 3.417 overall averages that is almost a half of one point higher compared

to the overall mean got by the online shops. This outcome can be supported by what

Song, Hollenbeck, and Zinkhan (2008) are claiming as cited by Matthew Unzen (2012)

that face-to-face communication encountered in the in-store shops is more likely

encompasses psychological connections compared to computer-mediated

communication. In addition, online shops as what Griffin (2010) said to his ―Laws of

Loyalty‖ in the section of ―Get responsive, and stay that way,‖ virtual world where online

shops are located, is very critical in terms of the factor of responsiveness especially if

they are using technology tools such as customer self-service and e-mail management
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The Battle towards Customer Satisfaction

because most of this tools are limiting the capability of an online shops to communicate

instantly whenever their customers needed their assistance. Moreover, the standard

deviation of both shopping environment indicates that the ratings of the respondents in

the in-stores are much more consistent compared to their ratings to online shops which

got a standard deviation of .056.

Table 3.6. Comparison of Customer Satisfaction in terms of Behavioural Element

BEHAVIORAL
QUESTION MEAN SD Verbal interpretation RANKING
ONLINE IN-STORE ONLINE IN-STORE ONLINE IN-STORE ONLINE IN-STORE
1. I will purchase again
STRONGLY
in the same store or 3.22 3.49 0.73 0.59 AGREE 1ST 2ND
AGREE
online shop.
2. I will recommend the
STRONGLY
store or online shop to 3.19 3.50 0.73 0.59 AGREE 2ND 1ST
AGREE
my friends and folks.
STRONGLY
3.20 3.49 0.00 0.00 AGREE
AGREE

The Table 3.6 shows the difference of how online and in-store shops satisfied the

behavioral elements of their customers most specifically through the loyalty and trust of

their customers.

According to Accenture, as cited by TechOneStop (2017), 90% of companies are

making loyalty program to create a larger number of customers‘ loyalty, it is only

pointing out that the loyalty of a customer is truly a very important factor for a retailer to

have or gain. Furthermore, loyalty is helping the company to generate sales and market

share because a loyal customer are helping a retailer or business to achieve those things

through patronizing the product no matter what the product‘s quality and pricing are, and

they are also the one who will give them a free advertisement through word of mouth

(Airas, 2015).
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The Battle towards Customer Satisfaction

The table gave only emphasizes the fact that in-store gained much more

customers‘ loyalty compared to the online shops that can be seen on the overall mean of

their rating scores; in-store got almost 3.493 a much higher compared to the 3.204 got by

the online shops. Relatively, the finding of comScore (2015) as cited by Anderson (2016)

is saying that almost 52% are buying product from the in-store and just 48% of shoppers

prefer to buy online. It was supported by the findings of Forbes (2016), that almost 46%

of retailers are saying that people nowadays much prefer to search online on what type or

kind of product they want to buy but they bought it in in-store in the actual time of

purchase.

Table no. 3.7 Difference in Customer Satisfaction in terms of Gender

MEAN Standard

Deviation

Male Female Male Female Computed P-Value Decision

Value

Online 3.0833 3.0405 0.39 0.46 0.583 0.562 Accept

Ho

In- 3.4195 3.4131 0.41 0.33 0.090 0.928 Accept

store Ho

The table shows the result of the Z-test of the respondents‘ gender in

buying online and in-store. Looking at the Sig. or P- value, it shows 0.562 and 0.928 in

online and in-store, respectively which is definitely higher than the alpha value of 0.05.

This indicates that there is no significant differences on the level of satisfaction of both
 DR. YANGA’S COLLEGES, INC. 33

The Battle towards Customer Satisfaction

male and female when they buy from the two buying processes. Thus, accepting the null

hypothesis.

On the other hand, the standard deviations of the answers of male and

female on both online and in-store shopping were less than 0.50. This means that their

answers in the measure of the satisfaction is consistent and near the mean value.

Though studies have shown that there are differences in how men and

women shop. According to Mark Gungor (n.d) women‘s brain have thicker corpus

callosum which allows women to use both sides of their brain. Meanwhile, men usually

use only the left hemisphere of their brain. In line with these, the left hemisphere is

associated with logical computations and processing facts while the right is responsible

for imagery and context interpretation.

Connecting these facts to shopping, this difference between men and

women usage of their brains leads in different approach in shopping. Men became

mission-and-task oriented shoppers, which means they will buy the items they plan to

buy beforehand. On the other hand, women are discovery-oriented shoppers which means

they are capable and vulnerable of changing their shopping plans if they see something

that they think more satisfying.

Customers do shopping because of their underlying motives. There are two

motives: utilitarian and hedonic. Utilitarian motive is when someone buys something

because he or she needs it and he or she needs to do something with that thing.

Meanwhile, hedonic motive is shopping because you just shop or in other words, the love

for shopping. Men and women differ in motive in buying. Men are utilitarian buyers

while women are hedonic ones (Mpinganjira,2014, cited in Guided selling.org, n.d)
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The Battle towards Customer Satisfaction

Yet, in the study conducted, it revealed that there is no difference in the

satisfaction level of male and female. They might differ in the approach or motive but

their satisfaction standard is almost the same.

Looking at the mean of the result, it is obvious that both gender prefer

shopping directly in-store. The researchers were able to say this because of the higher

mean in the in-store option rather than in online. Consequently, when one takes a look in

the online option, men prefer it more than women. It justified the result in a study in

online shopping orientation, where Seock and Bailey (n.d,cited in Guided Selling.org)

discovered that women prefer hunting items while men choose to buy in a quick and

effortless manner. Women visit different websites and contrast different option before

buying.

Gender is the most important factor among all the factors that influence the

consumers buying decision. Various studies proved significant differences regarding

purchase behavior and gender differences. The differences are based mainly on

sociological and biological particularities. According to Mitchell and Walsh (2004),

males and females want different products and they are likely to have different ways of

liking and obtaining these. Gender has an important role in consumer behaviors. Because,

the differences between men and women about expectation, want, need, lifestyle etc.

reflect to their consumption behaviors (Akturan, 2009:66).

Women are considered as being warm, expressive, compassionate, and

understanding (Broverman et al. 1972, Martin 1987, Ruble 1983, Williams and Best

1990). People feel more positive toward women than men and also prefer to like women

to men (Eagly and Mladinic 1989). Obvious sex differences exist not just because of

genetic reasons but are quite often due to cultural variations (Teather 1995).
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The Battle towards Customer Satisfaction

People are unique and although there may be gender-specific tendencies

they all want to be treated as unique individuals. Sellers must not give into stereotypes,

but they should understand individual shopper's motives and expectations to give them

the experience they demand (Aswegen, 2015). This explains that in spite of the

differences in preferences of men and women, there is a possibility that when it comes to

level satisfaction, they may have no differences.

Table 3.8. Interaction of Customer Satisfaction in terms of Age Group

MEAN Standard Deviation Compute P- Decisio

d Value Valu n

AGE 1.05 0.37 Accept

0-21 y/o

22-40 y/o

41-51 y/o

52-71 y/o

0-21 y/o

22-40 y/o

41-51 y/o

52-71 y/o
3 Ho

Online 3.03 3.15 3.21 2.99 0.40 0.42 0.41 0.83

In- 3.45 3.31 3.50 3.80 0.31 0.43 0.38 0.31

store

Table 3.8 shows the result in the Two- way Analysis of Variance based on

age group. Shown in the table is the P-value of 0.373, which is greater than the alpha

value of 0.05, therefore, accepting the null hypothesis. This means that there is no

significant difference in the satisfaction of the customers considering their ages.

In terms of the standard deviation, the table shows that all the age group

except the Baby Boomers or people in the 52-71 years old group have consistent answers
 DR. YANGA’S COLLEGES, INC. 36

The Battle towards Customer Satisfaction

and are relatively near the mean. The standard deviation of the last age group resulted to

0.83 which is obviously greater than 0.50.

Consequently, an article by Charles Rupin (2015) said that customer

satisfaction is affected by age. A table was shown in the article where in ages 20-25 years

old are the ones affected and persuaded of the changes in the industry. This is because

they know the ideal products unlike the teenagers who are not yet aware of the

transactions and take only those that are offered to them.

This revealed that a certain age bracket is more conscious in the quality of

the items they buy and so affecting the level of their satisfaction.

Yet, the result of the study says that there is no significant differences

between the age groups. The reason of this might be the setting of the research study as

well as the system within the community.

On the other hand, looking at the mean of the result, all the age groups

prefer in-store shopping rather than online since the mean of their answers in the in-store

option is definitely higher than of the online shopping option.

Table 3.9. Interaction of Customer Satisfaction in terms of Social Class

MEAN Standard Deviation F-Value P- Decision

Value
0.952 0.387 Accept
Class
Upper

Class
Middle

Class
Lower

Class
Upper

Class
Middle
Class
Lower

Ho

Online 2.89 3.05 3.29 0.39 0.42 0.39

In- 3.49 3.42 3.39 0.24 0.38 0.29

store
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The Battle towards Customer Satisfaction

According to an article by Jani (2015), social status has a great impact in

the customer satisfaction of the consumers. People tends to buy a certain product which

they perceived a value. Stated also in the article that a consumer buys products in

accordance to his or her standing in the society. In line with these, a business must cater

this kind of attitude of consumers and offer items that will uplift their social standing.

The table above shows the result in the conducted Two-Way ANOVA for

the three social classes. It was resulted with the computed value of 0.952 and P-Value

0.387 which were greater than the alpha value of 0.05. Thus, the decision was to accept

the null hypothesis. It signifies that there is no significant difference in the satisfaction

level among people in different social classes.

According to Factors that Influence Consumer Behaviour (educba.com)

social class affects the buying behavior of a consumer. The purchase power will bend on

the financial capability of an individual. However, social situation stated that it affects the

buying behaviour also. With the social situation an individual was in, someone would not

want to look cheap therefore it could change the mindset of the consumer whatever social

class they belong with.

Meanwhile the standard deviations shown above indicates that all the

answers of the participants whether from upper, middle or lower class in both online and

in-store shopping are near the mean.

The result was contradicting in the literature mention as well as the

previous results. There are factors that might be the reason of different result. Purchasing

mindset and behavior of people in other country might be different from people here.
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The Battle towards Customer Satisfaction

Based on the mean of the data, one can conclude that people, though from

different social classes, choose in-store shopping as a process of acquiring item. A

significant difference can be seen in the mean between online and in-store shopping.

Table 3.10. Difference in Customer Satisfaction in terms of Civil Status

MEAN Standard Computed P- Decision

Deviation Value Value

Single Married Single Married

Online 3.05 3.16 0.41 0.45 -1.371 0.179 Accept Ho

In-store 3.44 3.39 0.32 0.49 -0.143 0.887 Accept Ho

The table above shows the result of the Z-Test conducted between two

civil statuses namely, single and married. It aimed to know if there is significant

difference between the satisfaction of a single person and one with family already.

According to the result, the P-Value resulted to 0.179 and 0.887 which are

greater than the 0.05 alpha value. Therefore, the decision would be, accept the null

hypothesis. This indicates that in the study conducted, there is no significant difference in

the satisfaction between the two civil statuses.

In line with the standard deviation, all the answers of both civil status in

online and in-store satisfaction measure are relatively near the mean of the answers.

A research study conducted in Kenya by Peris Njoki Mburu (2014) about

the customer satisfaction of in the banking industry in Kenya stated that there is no

significant difference between the satisfaction levels of single, married and widowed

participants.
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The Battle towards Customer Satisfaction

Consequently, there is a significant difference on how a single and a

married person perceived a service quality in a fast food restaurant (Melkis, Hilmi and

Mustapha, 2014)

In addition, according to Dewan and Mahajan (2014), there is significant

difference in the satisfaction level of the customers in the public sector banks in India

based on marital status.

On the research conducted, the result said there is no significant difference

in the satisfaction of single and married person in perceiving items from online and

physical store. Different result was expected due to different setting and different case of

research study because the study was focused on consumer goods and not service.

On the other hand, in the aspect of which buying process do they prefer.

In-store shopping topped the result. This signifies that both married and single person

prefer buying directly in-store rather than acquiring goods and items online.

Table 3.11. Interaction of Customer Satisfaction in terms of Elements of Satisfaction

Dependent Variabe: Satisfaction

F- Value P-Value

Element 10.052 0.000

Elements*Buying 5058 0.004

Process

The researchers used the Two-way ANOVA to show if there is significant

difference and interaction on the satisfaction of the customers to the elements. The

interpretation of the results would be done through:

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The Battle towards Customer Satisfaction

If the Sig Value (P-Value) is greater than 0.05 (alpha value), therefore

accept the null hypothesis. If otherwise, reject the null.

Presented in the table shows that the Sig Value (P-Value) of the element is

0.000 which is remarkably seen to be lower than 0.05. With these results, the decision is

to reject the null hypothesis which states that there is significant difference on the

element and the satisfaction. Additionally, customer satisfaction theory stated that there is

difference in the satisfaction of the customer among the 3 psychological elements:

affective, cognitive, and behavioural element. In which cognitive pertains to the physical

evaluation of the product including the features and cost. On the other hand, affective

element says that a consumer must like not only the product he or she bought also the

service and the approach of the sales staffs. Meanwhile, behavioural element says that

one is satisfied with the product if he or she buys again in the same stire or shop and

recommend the said store to his her folks (Qualtrics Support ,2017).

Moreover, the table also shown that there is interaction between the buying

processes and the elements of satisfaction. This means that the level of satisfaction in the

three elements is dependent on the buying process that a customer prefers. In line with

customer satisfaction as dependent to these elements, product must meet each element

expectation so that one can say that he or she is satisfied with the product he or she

bought. Stated in the Assimilation Theory by Festingers ( 1957, cited in

shodhganga.inflibnet, n.d) a customer makes a comparison between his or her

expectations and the actual product he or she perceived. To avoid disappointment and

tension because a product might not satisfy his or her expectations, a customer tends to

either lower the expectation or make the level of their satisfaction high (Anderson, 1973,

cited in shodhganga.inflibnet, n.d).

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The Battle towards Customer Satisfaction

Table 3.12. Differences in the Customer Satisfaction in terms of Element

Mean Difference P-Value

Cognitive Affective 0.0761 0.181

Behavioural -0.1075* 0.033

Affective Cognitive -0.0761* 0.181

Behavioural -0.1836* 0.000

Behavioural Cognitive 0.1075* 0.033

Affective 0.1836* 0.000
*There is a significant mean difference at the 0.05 level

From the Two-way ANOVA test resulted to reject the null hypothesis, the

Scheffe post hoc test is done to compare all simple and complex pairs of means. Shown

in the table, the Sig value (p-value) of the difference between the cognitive and affective

element is equal to 0.181. Compared to the difference between affective and behaviora l

which is equal to 0.033 and the difference between affective and behavioral of 0.000. The

result shows that there is significant difference between Behavioral and Cognitive and

Behavioral and Affective element. These 3 results indicate that the mean of each element

is significantly different to each other. Based on the customer satisfaction theory, these

elements are genuinely different in the satisfaction of the customers.

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The Battle towards Customer Satisfaction

CHAPTER 4
Summary, Conclusions, and Recommendations
Summary of Findings

 Profile of the respondents

After the conducted survey by the researchers, the profile of the

respondents was revealed. The result showed that 60% of the total sample of 152 or 91

was female and the other 61 or 40% of them were male. Age group was also considered

in the customer satisfaction. Ninety-two of the respondents belong to Generation Z,44

belong to Generation Y or known as the Millennial, 8 were form Generation X and the

other 3 respondents were from Baby Boomers. Moreover, social class was also part of the

demographics. Middle Class has the most number of respondents with 126 or 83% of the

total sample. Second were people from lower class with 21 or 14% of the sample while

upper class only consists of 5 respondents or 3% of 152 respondents. Furthermore, the

respondents were also classified according to their civil status. Single people were 77%

of the sample while married ones were 33% of the sample.

 How may the online shoppers‘ satisfaction be described in terms of the following

elements:

The satisfaction of the respondents was described according to the mean of the

answers. The satisfaction level is divided into three elements, namely: Cognitive,

Affective, and Behavioral.

In terms of Cognitive element, the satisfaction level of the respondents resulted to

3.12. Meanwhile, the satisfaction in terms of Affective Element was 2.91. Lastly, 3.20
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The Battle towards Customer Satisfaction

was the result of the mean of the satisfaction of the online shoppers in terms of

Behavioral Element.

 How may the in-store shoppers‘ satisfaction be described in terms of the

following elements:

Customer satisfaction of the online shoppers was also measured. The result

showed that the mean of their satisfaction in terms Cognitive Element was 3.37. On

the other hand, in terms of Affective Element, the mean resulted to 3.42. Moreover, in

the Behavioral element, the satisfaction level of the consumer was 3.49.

 Is there a significant difference on the satisfaction in the different elements

between online and in-store shoppers?

Through the use of Two-way ANOVA and Post Hoc test conducted in SPSS, the

researchers were able to know that there is a significant difference on the satisfaction in

the different elements between online and in-store shoppers.

 Is there a significant difference on the customer satisfaction when analysed

according to their profile.

On the other hand, the profile of the respondents was also considered in

measuring their customer satisfaction after buying in both online and in-store. The

results of the tests show that there is no significant difference in the customer

satisfaction according to the demographics of the respondents.

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The Battle towards Customer Satisfaction

CONCLUSION

Based on the results of the conducted research study, the researchers have

discovered differences between the two buying processes which are online and in-

store shopping. The study has measured the satisfaction of consumer who had bought

items from both online shop and in a physical store, considering their demographics

(age, gender, social status, civil status) through the three psychological element that

satisfies the Customer Satisfaction Theory.

With the gathered data which has undergone statistical treatment like Z-test and

Two-way ANOVA, the researchers therefore conclude that there is a significant

difference between each element of the satisfaction.

On the other hand, the result of the study says that there is no significant

difference in the satisfaction level of the customers based on their gender, age, social

status and civil status.

Meanwhile, the result of descriptive statistics revealed which buying process is

more patronized and more satisfying for the customers.

In all the age group, from Baby Boomers to GenX, they prefer shopping in-store

rather than online. Also, both male and female choose to shop in a physical store

rather than in virtual one. In addition, either single or married people like in-store

shopping more than online shopping. Lastly, people from different social class chose

in-store shopping rather than acquiring items online.

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Based on the Cognitive element which pertains on the evaluation of the products

perceived by the customers from the two buying process, in-store shopping gives

more satisfaction to the customers with the mean result of 3.37. This means that the

products form in-store shopping more durable, cheaper and consists of better features

than of the online shops.

Meanwhile, when it comes to the Affective element which indicates the feeling of

the customers not only to the product but to the service the sales staffs is giving them.

Customers like in-store shopping with the mean of 3.42, more than online shopping.

This shows that in-store staffs give quality service and better communication to their

customers than online shops agents.

Lastly, in-store shopping gain 3.49 mean average in the Behavioral element of

satisfaction. It is higher than the 3.20 mean of online shopping. This means that in-

store shopping is more recommended by the customers. In addition, customers most

likely repurchase on the same store or same buying process.

With all the conclusion and generalizations, the study exposed that in-store

shopping gives more satisfaction to the customers than virtual or online shopping

does

RECOMMENDATION

This research study is intended to give new information about the business

industry and eventually be a solution to some problems in the field. In line with these, the

researchers formulated some recommendations for:

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 The consumers-The researchers recommend the customers of both online and in-

store shop to be smart enough when choosing the right shopping environment in

buying products that they perceive to have. Because even though this research

concluded that in-store shopping is more satisfying compared to online shopping,

there is always a variance in terms of the experience of one person to another

depending on the environment they belong. So, there is no assurance that the

result of this research is applicable to all locales especially that it was only

focused on the municipality of Bocaue and nearby towns in Bulacan. They also

recommend to the customers to use the findings of this research as a guide in

choosing for the right or applicable shopping environment for them but then a

again use it as a guide that can only influence one‘s decision and not a reference

for a decision.

 To the aspiring sellers/ entrepreneurs- To use the study‘s finding in

formulating strategies and tactics on which distribution process would be better.

The researchers recommend the entrepreneurs to use social media as an avenue

for promotion and advertisement but never forget that having a physical store is a

lot more satisfying for the customers.

 To the administration/ government- To be open to the changing trend of the

society. May this research be an eye opener to them in the current situation of the

business industry. The researchers recommend them to conduct business related

seminars to encourage potential entrepreneurs to establish a business. With these,

it will also have an impact in the country‘s economy.

 To the online sellers- Cognitively, the features, durability, and appearance

ranked at bottom 3 respectively. Compared to the features and appearance which

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ranked as the top 2 in the in-store shopping. Therefore, the researchers

recommend to the businesses engaged online to value the different aspects a

consumer is looking for in purchasing a product. Virtual shops are intangible and

so they must established tangible benefits to the customers. They should build

trust to every consumer and make sure of the sustainability of the different aspects

of their product. On the other hand, online shops should still give satisfaction

affectively through having strong relationship to the customer. It is a good

foundation to establish trust and loyalty which can lead the customer to repeat

purchase and recommend also the products they are selling to their folks.

 To the in-store sellers- The researchers highly recommend to the managers and

sellers of in-store shops that they should lower the price of their products or

increase the benefits for the customers to continuously outperformed online shops

through finding new sources of raw materials that can give them a low product

manufacturing cost and formulating promos that eventually can help them to have

a chance in lowering their product prices.

In addition to the improvement of products, the researchers recommend to

in-store sellers that they must improve their product line because the variety factor

under the cognitive element is the only one factor wherein the online shops beat

the in-store shops. Relevantly, in-store can widen their product line by finding and

encouraging different entrepreneur or suppliers to supply product to their

establishment.

Consequently, the researchers recommend to in-store shops‘ managers and

sellers that they should continuously improve their personnel and product. They
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must improve their personnel in terms of: competency, courtesy, reliability,

responsiveness, credibility, and communication. On the other side, the product of

in-store must improve their: features, durability, and conformance quality.

Through those factors on both product and personnel, the in-store can maintain its

high performance and it can also prevent the possible effects of the threats that

online shops can cause to them.

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APPENDIX A

LETTER OF INTENT
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APPENDIX B

SAMPLE QUESTIONNAIRE
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APPENDIX C

SAMPLE QUESTIONNAIRE
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APPENDIX D

VALIDATION OF THE INSTRUMENT

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VALIDATION OF THE INSTRUMENT
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VALIDATION OF INSTRUMENT
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APPENDIX E

EDITING CERTIFICATE

RESEARCH TITLE: Online vs, In-store Shopping: The Battle towards Customer
Satisfaction

DEGREE/PROGRAM/OFFICE: Practical Research II – Grade 12

RESEARCHERS’ NAMES: Nicholas Wally Castro

Danica Domingo
Joshua Nicolas
Monica Mera
Michelle Anne Ortega
Liam Jeremy Roxas

This is to certify that I have thoroughly edited the final draft of the

research paper entitled ―Online vs. In-store Shopping: The Battle towards

Customer Satisfaction‖ of the students listed above in terms of grammar and

organization.

Mr. Jethro Kenneth Tan Dr. Yanga‘s Colleges, Inc.

Editor Instution

November 11, 2017

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APPENDIX F

RELIABILITY TEST

Cognitive Element

Affective Element
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Behavioral Element

Test-Retest Result
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APPENDIX G

SPSS RESULTS

TWO WAY ANOVA OF ELEMENTS

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TWO WAY ANOVA OF AGE

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TWO WAY ANOVA OF SOCIAL STATUS

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ZTEST OF CIVIL STATUS

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ZTEST OF GENDER
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APPENDIX H

RECOMMENDATION
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APPENDIX I

RECOMMENDATION
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APPENDIX J

CURRICULUM VITAE

Name: Nicholas Wally D.C. Castro

Address: #1 Fuse St. Meralco Village Lias, Marilao,
Bulacan
Email Address: [email protected]
Contact Number: 09954810073

PERSONAL DATA

Age: 17 years old

Date of Birth: Febuary 3, 2000
Gender: Male
Religion: Roman Catholic
Nationality: Filipino
Civil Status: Single

EDUCATIONAL BACKGROUND

Primary Level Marilao Central School 2006-2012

Ibayo, Marilao, Bulacan

Secondary Level
Junior Highschool 2012-2016

Assemblywoman Felicita G.
Bernardino Memorial Trade School

Lias, Marilao, Bulacan

Senior Highschool Dr.Yanga's Colleges, Inc. 2016-Present

Wakas, Bocaue, Bulac
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CURRICULUM VITAE

Name: Liam Jeremy A. Roxas

Address: 1622 Nia Road Bambang, Bocaue, Bulacan
Email Address: [email protected]
Contact Number: 09976397612

PERSONAL DATA

Age: 17 years old

Date of Birth: November 12, 1999
Gender: Female
Religion: Roman Catholic
Nationality: Filipino
Civil Status: Single

EDUCATIONAL BACKGROUND

Primary Level St. John Academy of Bayanihan 2006-2012

Bambang, Bocaue, Bulacan

Secondary Level
Junior Highschool 2012-2016

Dr.Yanga's Colleges, Inc.

Wakas, Bocaue, Bulacan

Senior Highschool Dr.Yanga's Colleges, Inc. 2016-Present

Wakas, Bocaue, Bulacan
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CURRICULUM VITAE

Name: Michelle Anne H. Ortega

Address: 036 Bagumbayan, Bocaue, Bulacan
Email Address: [email protected]
Contact Number: 09564337691

PERSONAL DATA

Age: 17 years old

Date of Birth: March 10, 2000
Gender: Female
Religion: Roman Catholic
Nationality: Filipino
Civil Status: Single

EDUCATIONAL BACKGROUND

Primary Level Cong. Erasmo R. Cruz Memorial 2006-2012

Central School

Wakas, Bocaue, Bulacan

Secondary Level
Junior Highschool Dr.Yanga's Colleges, Inc. 2012-2016

Wakas, Bocaue, Bulacan

Senior Highschool Dr.Yanga's Colleges, Inc. 2016-Present

Wakas, Bocaue, Bulacan
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CURRICULUM VITAE

Name: Danica F. Domingo

Address: Pulong gubat, Balagtas, Bulacan
Email Address: [email protected]
Contact Number: 09493372979

PERSONAL DATA
Age: 17 years old
Date of Birth: March 4, 2000
Gender: Female
Religion: Roman Catholic
Nationality: Filipino
Civil Status: Single

EDUCATIONAL BACKGROUND

Primary Level Bunsuran, Elementary, School 2006-2012

Balagtas, Bulacan

Secondary Level
Junior Highschool Colegio de Immaculada 2012-2016
Concepcion

Mataas Sampaloc, Bulihan,

Plaridel, Bulacan

Senior Highschool 2016-Present

Dr.Yanga's Colleges, Inc.
Wakas, Bocaue, Bulacan
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CURRICULUM VITAE

Name: Joshua B. Nicolas

Address: 031 Lolomboy, Bocaue, Bulacan
Email Address: [email protected]
Contact Number: 09975532629

PERSONAL DATA
Age: 17 years old
Date of Birth: May 16, 2000
Gender: Male
Religion: Roman Catholic
Nationality: Filipino
Civil Status: Single

EDUCATIONAL BACKGROUND

Primary Level Lolomboy Elementary School 2006-2012

Lolomboy, Bocaue, Bulacan

Secondary Level
Junior Highschool 2012-2016

Dr.Yanga's Colleges, Inc.

Wakas, Bocaue, Bulacan

Senior Highschool Dr.Yanga's Colleges, Inc. 2016-Present

Wakas, Bocaue, Bulacan
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CURRICULUM VITAE

Name: Monica G. Mera

Address: Gonzales ST., Bunducan, Bocaue,
Bulacan
Email Address: [email protected]
Contact Number: 09161362376

PERSONAL DATA

Age: 17 years old

Date of Birth: December 29, 1999
Gender: Female
Religion: Roman Catholic
Nationality: Filipino
Civil Status: Single

EDUCATIONAL BACKGROUND

Primary Level Bunducan Elementary School 2006-2012

Bunducan,Bocaue, Bulacan

Secondary Level
Junior Highschool Dr.Yanga‘s Colleges ,Inc. 2012-2016

Wakas Bocaue,Bulacan

Senior Highschool Dr.Yanga's Colleges, Inc. 2016-Present

Wakas, Bocaue, Bulacan
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