EXPECTATION VS REALITY: EXPERIENTIAL REVIEW OF SENIOR HIGH SCHOOL LEARNERS TO ONLINE

SHOPPING PRODUCTS AND CUSTOMER SERVICES

EXPECTATION VS REALITY: EXPERIENTIAL REVIEW OF SENIOR HIGH SCHOOL

LEARNERS TO ONLINE SHOPPING PRODUCTS AND CUSTOMER SERVICES

A Qualitative Research

Presented To

The Faculty of Senior High School

Bolinao Integrated School

Bolinao, Pangasinan

In Partial Fulfillment of the Requirements

For the Subject of Practical Research I

Jessie James S. Rojo Jr.

Frylsh Harvey U. Salon

Kzhiel Joy Ocampo

Queenie O. Paguirigan

Yvez B. Tubal

Ejay C. Abiertas

Christian Caacbay
 EXPECTATION VS REALITY: EXPERIENTIAL REVIEW OF SENIOR HIGH SCHOOL LEARNERS TO ONLINE
SHOPPING PRODUCTS AND CUSTOMER SERVICES

CHAPTER 1

THE PROBLEM AND IT’S BACKGROUND

1.1 Background of the Study

The rise of online shopping changed the way products were purchased and delivered to
consumers. Its origins to the pioneering work of English inventor and entrepreneur Michael
Aldrich in 1979. The rise in mobile device usage has led to a surge in student online shopping
Smith, J., & Johnson, A. (2023). However, the experiences of Senior High School learners in
online shopping vary across both product quality and customer service interactions. Some
individuals fail to meet their expectations regarding their orders, including the condition and
quality of the product.

The use of E-commerce has immeasurably expanded in this modem innovative era.
People like to shop online as opposed to shopping in business sectors. In online business, the
information created by consumers as reviews and surveys of a specific item can be utilized for
authenticity and exposure of the item Customers settle on whether to purchase a given item by
checking out these evaluations and surveys. Such happiness can be positive or negative
reviews made by customers/consumers who have recently utilized the item. An exact
investigation of this consumer-produced content can be useful to the online business
association to acquire bits of knowledge and get their consumer’s expectations and necessities.
(T.Yoshida, M. Hasegawa, T.Gotoh, H. Iguchi, K.Sugiokaand K. Ikeda,, 2020). In addition, the
importance of effective customer service in the online education sector. The study revealed that
prompt and efficient customer support plays a crucial role in enhancing students' experiences
with online products. Institutions that prioritize responsive customer service are more likely to
retain students and foster positive relationships with their user base (Brown & Lee 2018).

The researchers believed that conducting this study was crucial, particularly now that
online shopping is becoming increasingly popular. The researchers devised this topic to
determine the online shopping behaviors, preferences, and experiences encountered by Senior
High School learners in Bolinao Integrated School when buying products online. Additionally, the
researchers examined the interactions of the participants with customer service provided by
online retailers. This study must be conducted to understand how senior high school students
engage with online shopping products and customer services, aiming to enhance their online
 EXPECTATION VS REALITY: EXPERIENTIAL REVIEW OF SENIOR HIGH SCHOOL LEARNERS TO ONLINE
SHOPPING PRODUCTS AND CUSTOMER SERVICES

shopping experiences and inform strategies for retailers. It provides valuable insights into the
preferences and challenges faced by young consumers in buying online, guiding improvements
in online retail practices.

1.2 Statement of the Problem

This study aims to assess the experiential review of Senior High School learners
to online shopping products and customer services.

Specifically, it seeks to answer the following questions:

1. What are the demographic profiles of the Senior High School learners in terms of:

a. Age

b. Strand

c. Gender

d. Weekly allowance

2. What online shopping platforms do Senior High School Learners use?

3. What are the reasons of Senior High School learners in patronizing online shopping
platforms?

4. What is the experiential review of Senior High School learners to online shopping products
and customer services terms of:

a. Products offered

b. Customer services

1.3 Scope and Delimitation

This study aims to assess the experiential review of Senior High School learners to
online shopping products and customer services. The researchers used the Bolinao
Integrated School to select participants and conduct their study. The participants are the
learners in Senior High School. Participants must be purchasing from online shopping
 EXPECTATION VS REALITY: EXPERIENTIAL REVIEW OF SENIOR HIGH SCHOOL LEARNERS TO ONLINE
SHOPPING PRODUCTS AND CUSTOMER SERVICES

platforms. The target participants were 100 Senior High School learners. The research was
conducted from April to May.

1.4 Significance of the Study

This study assesses the experiential review of Senior High School learners to online
shopping products and customer services, that will provide significant assistance to the
following:
 To Online Sellers - This study will help the online sellers to use SWOT analysis to their
business for them to identify problems and face threats which can lead to better
strategies and improvements.
 To Delivery Service - This study will help the delivery service to improve their service to
meet client expectations in terms of quality, timelines, and performance and to satisfy
their customers.
 To Customers - This study will benefit and help the customers to decide a product or
services they want to purchase. This study also helps the online sellers to identify what
they need to do to provide high-quality goods and services to their customer.
 To Students - This study will benefit the students to gain knowledge, enhance their
judgement and make a wise decision making.
 To Online Shopping Platforms - This study will also give advantage to online shopping
by increasing of new entrants and promoting as a convenient tool.
 To Parents - This study will also help the parents to know what their children patronize
through online and what are the benefits that you can get on using e-commerce.
 To Researchers - This study will give advantage to the researchers to know the buying
preference of the teenagers and knowledge about marketing efforts in promoting and
selling a product.
 To Future Researchers - This study will help the future researchers to use this study as
their reference or source of information about the experimental review of shs learners to
online shopping products and customer services.

1.5 Definition of Terms

 Online Shopping - activity or action of buying products or services over the Internet. It
means going online, landing on a seller's website, selecting something, and arranging for
its delivery. The buyer either pays for the good or service online with a credit or debit
card or upon delivery.
 EXPECTATION VS REALITY: EXPERIENTIAL REVIEW OF SENIOR HIGH SCHOOL LEARNERS TO ONLINE
SHOPPING PRODUCTS AND CUSTOMER SERVICES

 Customer Service - the support you offer your customers both before and after they
buy and use your products or services that helps them have an easy and enjoyable
experience with you.
 Products - are the items offered for sale. A product can be a service or an item. It can
be physical or in virtual or cyber form. Every product is made at a cost and each is sold
at a price. The price that can be charged depends on the market, the quality, the
marketing and the segment that is targeted.
 Experiential Review – refers to a type of review or feedback that is based on personal
experiences.
 Learners - refers to individuals who are engaged in the process of learning, acquiring
new knowledge, skills, or understanding. They can be students in formal educational
settings, participants in training programs, or anyone seeking to expand their knowledge
base.

1.6 Theoretical Framework

This study is anchored by the theory of Consumer Buying Behavior by Leon G. Schiffman &
Leslie Lazar Kanuk (2000)
Consumer buying behavior is the study that deals with the consumers decision making
process in their shopping habits and purchasing behavior. This theory examines on how the
internet alter the way people access information about potential purchases, conferring advance
material on how technology is changing their lives as consumers. This study also features three
stages, the input, process and output stage, Input process refers to any insight and attitude that
come from the consumer's social environment, the process stage focuses on how consumers
make their decisions, on the other side the output stage involves purchase post purchase that
leads to one's expectations known as customer satisfaction.
This study will enable the learners to experiment and observe things to build judgement or
evaluation. Therefore, the theory's assumption is that through understanding and emphasizing
your experience you will get knowledge that you can use on purchase decision making.
 EXPECTATION VS REALITY: EXPERIENTIAL REVIEW OF SENIOR HIGH SCHOOL LEARNERS TO ONLINE
SHOPPING PRODUCTS AND CUSTOMER SERVICES

1.7 Conceptual Framework

This figure displays the conceptual paradigm to provide a better understanding of the
research. It is composed of input, process, and output.

the
INPUT PROCESS OUTPUT
1.8
 Profile of Senior  Collection of data  The experiential
High School through interview- review of Senior
learners based High School
a) Age questionnaires learners is
b) Strand  Interpreting data determined
c) Gender using qualitative
d) Weekly allowance method
e) Family economic
status

 Experiential review
of Senor High
School learners

The researcher applies the input, process, output method (IPO). All of the required
material is included in the above figure, along with specifics on the process and evaluation
guidelines for the senior high school students' experiential review.

For the input, it contains the profile of Senior High School students according to their
age, strand, gender, weekly allowance, and family economic status. Experiential review of
senior High School These inputs will be needed as variables to produce the output

The procedure contains data gathering. The researchers use purposive as sampling
method with the use of informal interviews. The data gathered will be interpreted

For the output, is the expected outcome of the study. Here the experiential review of
Senior High School learners is determined
 EXPECTATION VS REALITY: EXPERIENTIAL REVIEW OF SENIOR HIGH SCHOOL LEARNERS TO ONLINE
SHOPPING PRODUCTS AND CUSTOMER SERVICES

CHAPTER 2
REVIEW OF RELATED LITERATURE AND STUDIES
It involves examining existing scholarly works and research studies relevant to the topic
under investigation. It aims to provide a comprehensive overview of previous findings, theories,
and methodologies to inform and contextualize the current study.

Foreign Literature

According to “Customer Experience Management”, a book written by Bernd H Schmitt,

Business need to move beyond traditional Marketing strategies and focus on understanding and
shaping customer’s holistic experience. Schmitt introduce the concept of the “customer
experience management (CEM) process” which involves identifying touch points, designing
experiences, and evaluating performance. He claims that CEM process enhances the loyalty
and satisfaction. (John Wiley & Sons 2003)

There is evidence that customer satisfaction is a very important factor that affect the
business. According to Xue Ming Luo and Christian Homburg (2007) customer satisfaction
boosts the efficiency of future advertising and promotion investments. This finding is justified by
the fact that a satisfied customers generates free words-of-mouth advertising. In addition,
customer satisfaction positively impacts a business’s ability to excel in its human capital.

Providing excellent customer services can save and make a lot of money for business.
In fact, the research of McKinsey (2022) reveals that improving the customer’s experience can
increase sales revenues by 2% to 7% and profitability by 1% to 2%. When human have a
memorable experience good or bad, it’s natural for them to want to shout about it from the
rooftops. But of course, today’s rooftops are review websites and social media, with 55% of
consumers sharing their purchases socially in Facebook, Twitter, Pinterest and other social
sites. Swetha Amaresan (2023)

Foreign Studies

A study conducted by International Cooperation and Scientific Research Department, Van

Lang University finds that (1) The most important factors influencing customer happiness and
intention are perceived website usability, ease, information quality, and delivery. (2) Repurchase
intention and satisfaction are moderately impacted by trust. (3) Repurchase intention is not
 EXPECTATION VS REALITY: EXPERIENTIAL REVIEW OF SENIOR HIGH SCHOOL LEARNERS TO ONLINE
SHOPPING PRODUCTS AND CUSTOMER SERVICES

significantly influenced by responsiveness. (4) Gender and marital status were among the
control

factors that affected satisfaction and intention to repurchase due to the study's finding that male
customers are more satisfied than female customers and Singles are more likely than other
people to make more purchases from well-known websites. The researchers used the anklet
method to collect information by sending the online questionnaire to Vietnamese people via
social media like Facebook etc. This study collected data randomly from 597 Vietnamese
individuals who have experienced online shopping.

A study conducted in Lagos state Nigeria determined the level of consumer awareness
regarding purchasing via the internet and looked into the connection between customer happiness
and online shopping. It also examined how different factors affected the satisfaction of customers by
encouraging them to shop online. The population for the study consisted of individuals from different
occupations within Lagos, Nigeria, who had ever purchased items online, while purposive and
convenience sampling techniques were used in selecting the respondents. The findings showed that
more than half of the participants routinely shopped online. It was also found that several reasons,
including ease of use, access to superior product details, a wide selection of products, and more
affordable rates than other online merchants, were put out for favoring particular ones over others.
Furthermore, it was shown that the prices associated with online purchasing, as well as the amount
of awareness, time and convenience, product quality, and associated dangers, all had a major
impact on customer happiness. (Olansanmi 2019)

Local Literature

One of the Disadvantages of shopping online is the higher risk of scam. Based from the
article written by Tiglao, Rigoberto D. (2023), Lazada alone has a ton of scammers, but Lazada
itself did nothing about it. An example of scam is the sale of fake Xiaomi products. Tiglao bought
from a seller “Manila Mall” (sic) a Xiaomi robot vacuum cleaner 3in 1 an inelegant automatic
sweeping robot”. What was delivered was not a Xiaomi but a product with no brand and
obviously cheap. To make things worse, it wasn’t even a vacuum cleaner. It is just a toy that has
a tissue paper that can clean. Tiglao Complained to Lazada, sending them pictures of the fake
product. They forwarded it to “Manila Mall” which didn’t even acknowledge they had sold him a
fake item. As a matter of fact, they even use the picture against him saying that he can’t refund
 EXPECTATION VS REALITY: EXPERIENTIAL REVIEW OF SENIOR HIGH SCHOOL LEARNERS TO ONLINE
SHOPPING PRODUCTS AND CUSTOMER SERVICES

the item because he already used it. Other complaints comment on his website sharing their
experience.

The addiction to online shopping has become more of a problem during pandemic.
According to the study of United Nations Conference of trade and development, 52% of
respondents that have been surveyed from different countries said that they were buying more
often in online shopping platforms after the pandemic. GMA news interviewed a girl named
Trisha, according to Trisha she's been buying more online after online becoming more popular.
But according to the experts, it necessary for individual to undergo a formal analysis or self-
assessment to determine if the individual has a compulsive buying disorder. It is possible that
it's only a matter of need and not a matter of addiction. (Marise Umali 2021)

According to Saksi (2021) according to Department of trade and industry, they receive
57000 online complaints in year 2021. A large fraction complains about deceptive sales and
products. A tip from an expert said that as much as possible you should only patronize products
in a trusted online shopping sites and make sure that the website is secured. You should also
check the reviews of the product to find out if the product is legit. Lastly, if the products price,
promo, etc. are too good to be true, it's probably a scam. (Arnold Fabio, Pia Archangel 2021

Local Studies

A study conducted by Joshua B. and Monica V. (2017) discover that there are multiple
factors that affect the satisfaction of customer with online shopping. They narrow these factors
and compressed it as components. Namely: (1) price fairness; (2)e-service quality; (3) service
quality. “Among the three factors price fairness has the most prominent effect with beta
coefficient, from regression analysis, of 0.044 and 0. 197 and Pearson’s r, from correction
analysis of 0.178 and 0,209 for both items that represent price fairness” Joushua B. and Monica
V. (2017) on other hand e-service quality and service quality are said to be more related to other
aspect of consumer behavior such as customer retention, trust and loyalty, and not directly to
customer satisfaction. The researcher used interview as a research instrument. The participants
of the study are the UP Baguio community that is a Lazada Philippines user.

Ateneo de Zamboanga create a study about satisfaction in delivery services. The

researchers gather information inside Ateneo de Zamboanga. Their participants are the
students who use Food panda, Grab food, and Maxim. The researchers were able to determine
the influence of 5 dimension of service quality which are (Tangible, Assurance, Reliability,
Responsiveness, and Empathy) Reliability got the highest rank with an overall mean of
 EXPECTATION VS REALITY: EXPERIENTIAL REVIEW OF SENIOR HIGH SCHOOL LEARNERS TO ONLINE
SHOPPING PRODUCTS AND CUSTOMER SERVICES

1.791and standard deviation of 0.639 because the customer takes more value from the services
of a business that assures them prompt delivery and good conditioned ordered products.
Responsiveness got the next rank having an overall mean of 1.707 and standard deviation of
0.619 because customers believe that a good service provider shall respond quickly to
customer queries. Next is Tangibility with an overall mean of 1.680 and standard deviation of
0.576 because it would give the customer the overall impression of the equipment that the staff
of the courier used, and also the appearance of the staff that the customers were dealing with.
Assurance ranked fourth with an overall mean of 1.675 and standard deviation of 0.576
because there is a need for the employees to know the workforce that they are taking. The
professional knowledge and politeness they show when answering customer’s concerns and the
comfortability of the customers having transactions with the service providers as well. Having
last in the ranking is Empathy, even though it ranked last, but the interaction between customer
and service providers is very important. Service providers empathize with their customers so
that they will not feel that the service providers are only after the profit that will be gained after
the sale. Thus, these current findings agree that the five dimensions are an important factor in
determining the influence of service quality on customer satisfaction in courier services (Barraca,
Miladanica 2023).
 EXPECTATION VS REALITY: EXPERIENTIAL REVIEW OF SENIOR HIGH SCHOOL LEARNERS TO ONLINE
SHOPPING PRODUCTS AND CUSTOMER SERVICES

Chapter 3

METHODS AND PROCEDURES

It describes how data was collected and analyzed, explaining the steps taken to achieve
research goals. It includes details on the methods used, such as how information was gathered
and how it was analyzed.

3.1 Research Design

The personal experiences and expectations of Senior High School learners is imperative
for discerning their satisfaction regarding online shopping products and customer services. This
research adopted a qualitative research design to understand the experiential review of Senior
High School learners to online shopping products and customer services. Alongside, the word
"experiential" emphasizes the direct encounter and engagement with phenomena, which is
characteristic of phenomenological inquiry.

Qualitative research is a methodological approach that allows for a less structured and
more open-ended investigation compared to quantitative research methods (Lekan et al., 2021).
It involves exploring the personal experiences and perspectives of individuals to gain a deeper
understanding of complex phenomena (Sambunjak et al., 2009). The goal of qualitative
research design is to gain a deep understanding of phenomena, experiences, or processes from
the perspective of the participants. Phenomenology in research is a qualitative methodology that
focuses on understanding and interpreting individuals' lived experiences to uncover the essence
of those experiences (Dodgson, 2023). It involves delving into the subjective perceptions and
meanings that individuals attribute to their experiences, aiming to capture the "is-ness" of the
phenomenon under study (Finlay, 2014).

3.2 Research Sampling

The researchers employed purposive sampling in selecting participants in this study, to
provide relevant and useful information, ensuring the effective utilization of limited research
resources. Purposive sampling, also known as judgment sampling, is a deliberate sampling
technique where participants are selected based on specific qualities they possess (Etikan et
al., 2016). This method involves intentionally choosing participants, settings, or events that can
 EXPECTATION VS REALITY: EXPERIENTIAL REVIEW OF SENIOR HIGH SCHOOL LEARNERS TO ONLINE
SHOPPING PRODUCTS AND CUSTOMER SERVICES

provide crucial information not easily obtained through other sampling methods (Teddlie & Yu,
2007). It is a form of non-probability sampling that is particularly effective when studying specific
cultural domains with knowledgeable experts (Tongco, 2007). This sampling involves selecting
participants based on specific criteria relevant to the study.

3.3 Research Participants

The research participants are the selected senior high school learners in Bolinao
integrated school. They are the individuals examine in this study in which the online shopping
determines their experience and expectation. The researchers` target participants are one
hundred Senior High School learners; they are chosen using purposive sampling to be the
participants of the study or providers of data needed. In selecting the study participants, the
Senior High School learners must be experienced purchasing products in online shopping. The
participants need to answer the interview questions concerning to their experiential review to
online shopping products and customer services. The participations must be voluntary
participate in the study. Though, only ______ participants answered the survey, some of Senior
High School learners who did not participate stated they don't have much time to participate on
this study.

3.4 Research Instruments

. The research instrument employed for this study was a semi-structured interview,
wherein the researchers utilized interview-based questionnaires This approach allowed for an
adaptable yet focused exploration of the experiences and evaluations of Senior High School
learners regarding online shopping products and customer services. The questions asked to the
participants were validated. Additionally, the researchers asked them clearly and distinctly to
ensure that they could express their answers effectively.

3.5 Data Gathering Procedures