INTRODUCTION

Background of the Study

The invention of the internet has changed the way businesses runs all over the

world (Adnan, 2014). With the rapid development of the internet, electronic commerce

as a new consumption mode arouses attention from every work of the life of each

people in the society. From the original use of the internet which is just to communicate

with other people, now they can navigate through online sites and search for the

services and products they need .

According to Ashwin Ramasamy (2013), there are estimated more than two million

e-commerce companies today. Retail e-commerce sales worldwide reached $2290

billion in 2018 which was driven by the continuous uptrend of online shopping

businesses. In the meantime, e-commerce in the Philippines is also continually

expanding and growing as the development of worldwide main force influenced it.

With just some clicks and scrolls, entrepreneurs took the advantage to sell and

promote their products and services. While shopping consumers spend time and effort

to complete multiple tasks and since today’s costumer is more time-starved than ever, it

is appropriate to consider the benefits of providing online shopping convenience. And as

what the different online shopping platforms offer now, shoppers are just only to search

for product information, evaluate price and quality, choose services and transfer

payments for the products they want at anytime of the day from the wide selection of

products available online (Moshref et.al 2012).

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 However, with the growing online business industry, a number of threats were also

posed to shoppers. Negative experiences increase levels of risk perception with the

online purchasing and hamper not only a business likelihood of retaining customers but

can make it more difficult for either online businesses to gain initial customers. Moreover,

business environment and shopper’s interests are constantly changing. Now, marketers

or aspiring entrepreneurs’ problem is to identify how to deliver shopping convenience in

order to enhance consumer satisfaction and shopping experience.

In this study, the identification of the dimensions of service convenience that

affects consumer satisfaction and their shopping experiences in the local context will be

studied by the researchers.

Conceptual Framework

INPUT PROCESS OUTPUT

- Satisfying and poor
- Online shoppers - Conduct an experiences of
experiences. interview with the online shoppers.
participants
studying and - Different dimensions
- Dimensions of working in Tanza of service
service National convenience that
convenience that Comprehensive shoppers consider.
shoppers consider High School- Tanza
and how these will Senior High School. - Positive and
contribute to their negative effects of
satisfaction. - Gather additional the dimension in
information through attaining consumer
a survey checklist. satisfaction.

Figure 1. Conceptual Framework

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 Statement of the Problem

Online consumers have different interest and choices in products and services. And

with the constantly changing business environment and evolving lifestyles of people,

marketers knowledge of the factors affecting consumers’ satisfaction is not always

appropriate. The researchers noticed that there are different approaches that online

shoppers choose in terms of delivery, pricing, modes of payment and others . In this

study, online businesses will have glimpse on what are the dimensions of service

convenience that affects customer satisfaction and shopping experience.

Research Questions

This research study is conducted to understand the concept of service convenience

brought by e-commerce through online shoppers’ experiences and their satisfaction.

Specifically, the following research questions were taken:

1. What are the experiences of consumers in online shopping?

2. What are the dimensions of service convenience that consumers consider in

shopping online?

3. How these dimensions of service convenience affect consumer satisfaction and

online shopping experience?

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 Research Objectives

This research study is conducted to determine how aspects of service convenience

brought by e-commerce gives the consumers the satisfaction and experience.

Specifically, the following are the objectives of the study:

1. To determine the experiences of online shoppers.

2. Identify the various dimensions of service convenience which significantly affect

consumer satisfaction.

Assumption of the Study

The researchers assumed the following:

1. Students and teachers have different factors to consider in order to attain satisfaction

in online shopping.

2. Students and teachers can buy products without hassle and traffic.

3. Service convenience contributes to consumer satisfaction.

4. The teachers who are busy working are now have time to buy their needs and wants

by the help of e-commerce.

5. Many customers are not fully satisfied with the services that the online shopping

brought to them because of personal privacy and trust as well as online payment

security.

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 Significance of the Study

The findings of this study on Online Shopping Experiences and Consumer Satisfaction:

Understanding Service Convenience in E-Commerce have implications to the following:

1. Principal. This study will help the principal to know the students’ and teachers’

behavior in shopping online. This will help them to determine if the students apply what

the teachers taught them about online environment and commerce.

2. Teachers. They will be equipped with different strategies on how to improve the

behavior of students in online shopping. At the same time, commerce or marketing

subject teachers will have additional knowledge on service convenience and consumer

satisfaction that may be taught to their students.

3. Parents. This study is significant to the parents for them to guide their children when

they are dealing with online platforms and also for them to be aware what’s the behavior

of their children when purchasing product online.

3. Students. The significance of this study to the students are for them to know if they

apply the learning and look for the product specification. Also, it will help them realize

the complex online business environment.

4. E-commerce industry. The significance of this study to the e-commerce is that they

can have a information on what a customer wants or needs and also to find a new

strategy against the competitors.

6. Entrepreneur. The significance of this study is for the entrepreneurs find their

strengths and weaknesses. This research can help the marketers for them to know if

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7. there’s a need for improvement to their business which may help in gaining

competitive advantage in the industry.

8. Peers. The significance of this study to the peers is they can share this information to

others and to have a strong buying decision. It can also give additional information for

those people who wants to establish own businesses like e-commerce.

9. Community. The significance of this study to the community is they can have an

information about the product that they want or need to buy and to have a strong buying

decision and for them to be aware on the product that they want to buy. This study will

also be a guide in establishing a business.

Scope and Limitation of the Study

The study focused on how online shopping convenience can deliver satisfaction on

the consumers when they order a product which brings them new experiences when it

comes to the transaction of goods and payments.

The respondents of the study were taken from the students and some teachers of

Tanza National Comprehensive High School and Tanza Senior High School located in

Daang Amaya II, Tanza, Cavite during the school year 2018-2019.

The questionnaires will serve the main instrument to gather data about the

consumer satisfaction, experiences and dimensions of service convenience of

e-commerce. The questions cover shoppers experiences when they have transactions

to the online platforms, the satisfaction of customers when they ordered the product, and

the service convenience that the e-commerce can bring to the lives of shoppers.

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 Definition of Terms

The following terms are defined as they were used in the study:

Consumer satisfaction. Is the relationship of perceived performance to expectation. It

is anticipated that higher satisfaction increases consumer’s loyalty, reduce price

elasticity, insulate market share from competitors, lower transaction costs, reduce failure

costs and the costs of attracting new costumers and improve the firm’s reputation. It is

also a metric use to quantify the degree to which a customer is happy with a

product,service, or experience.

E-commerce. Also known as electronic commerce or internet commerce, refers to the

buying and selling goods or services using the internet, and transfer of money and data

to execute these transaction.

Entrepreneur. A person who organizes and operates the businesses, taking on greater

than normal financial risk in order to do so.

Online shopping. The process where by consumers directly buy goods, services etc.

From a seller without intermediary service over the internet.

Online shopping experience. Is defined as the quality of all consumer's encounters

with a company's product,services and brand.

Price. The value that is put to a product or service and is the result of a complex set of

calculations, research and understanding and risk taking ability.

Service convenience. Customer’s perception in time and effort conservation. It is

intensively distributed products that require minimal time, physical and mental effort. It

consists of decision convenience, access convenience, benefit convenience,

transaction convenience and post-benefit convenience.

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