Chapter 2

REVIEW RELATED LITERATURE AND STUDIES

This chapter provided a comprehensive review of related literature and studies,

synthesizing existing knowledge in the field. It identified the gap in the literature that the current

study aimed to address, presenting the theoretical framework. The chapter also introduced the

conceptual framework and paradigm, along with the definition of key terms, to guide the study's

exploration of customers' satisfaction with online shopping experiences.

Related Literature

The customer satisfaction literature includes a wide range of research investigating the

elements influencing customers' perceptions and assessments of products, services, and overall

experiences. Researchers investigate numerous aspects of customer satisfaction, such as service

quality, product characteristics, price fairness, and the effect of customer expectations.

Furthermore, studies have highlighted the significance of customer satisfaction for firms,

emphasizing its positive impact on customer loyalty, repurchase intentions, and overall

organizational performance.

Explored the perspective of online shopping as a sport and its connection to customer

satisfaction provides valuable insights for the research examining customer satisfaction towards

online shopping (Psychology Behind Online Shopping, 2023). By understanding the sport-like

aspect of online purchasing and its enjoyment, the study can investigate whether senior high

students at Cabangan High School perceive online shopping as a competitive game and how this

perception influences their satisfaction levels. Additionally, the findings from the literature guide

the researchers in designing strategies or interventions that enhance student engagement,

 10

fulfillment, and overall satisfaction with the online shopping experience at Cabangan High

School.
 8

The importance of customer satisfaction in online shopping highlighted the significance

of being an informed online consumer to ensure secure purchases. It suggests that customers who

are educated about online scams and fraud are better equipped to identify and avoid fraudulent

activities, leading to a safer and more satisfying online shopping experience (Ovide, S. 2020).

Considering this research, the customer satisfaction towards online shopping among the senior

high students in Cabangan High School could investigate the level of awareness and education

among the students regarding scams and frauds and how it impacts their satisfaction with online

shopping, ultimately contributing to the growth of online shopping as a preferred mode of

consumer behavior

The literature highlighted the interconnectedness between marketing strategies, perceived

price advantage, service quality, and customer satisfaction in online shopping (Dayal, 2020). By

examining the specific setting of Cabangan High School, where the respondents are senior high

students, researchers gained insights into the factors that contribute to customer satisfaction

towards online shopping among this demographic. Understanding the significance of marketing

strategies, perceived price advantage, and service quality regarding customer satisfaction can help

businesses and educators at Cabangan High School tailor their online shopping experiences to

meet the student's expectations and enhance their satisfaction levels.

Morah (2023) stated that the advantages and disadvantages associated with the shopping

mode provide insights into factors such as ease of use, cost savings, variety, security, and trust,

which can influence customer satisfaction. This literature guides the researchers in understanding

the specific concerns and preferences of the senior high student respondents in Cabangan High

School. It allowed them to develop strategies that enhance customer satisfaction and address
 9

potential risks, such as vendor fraud and identity theft, to create a more favorable online shopping

experience.

Smith (2018) focused on the importance of businesses understanding and meeting

evolving customer demands. It highlighted the need for businesses to adapt their strategies and

offerings in response to growing customer expectations in the online shopping environment. By

considering Smith's findings, businesses can recognize the importance of staying responsive to

changing customer demands to provide senior high students a seamless and satisfying online

shopping experience. This understanding can inform the development of strategies and offerings

that cater to the evolving needs and preferences of the students, ultimately contributing to their

overall satisfaction with online shopping at Cabangan High School (Smith, 2018).

Usha Vaidehi (2014) focused on the role of social media and increasing internet

penetration in driving the progress of online shopping. It emphasizes how social media platforms

provide a gateway for customers to discover products, read reviews, and make informed

purchasing decisions, ultimately contributing to their overall satisfaction with the online shopping

experience. The research sheds light on the potential influence of social media and internet access

on senior high students' at Cabangan High School. Understanding the impact of digital platforms

on their online shopping behavior can aid in developing strategies to enhance customer

satisfaction and engagement in this specific setting.

Krbovál and Pavelek (2015) focused on the role of online shopping websites as a primary

source of customer information. Their research highlighted how these websites facilitate

informed decision-making by providing product details and price comparisons, ultimately

contributing to customer satisfaction in online shopping. Investigating the influence of online

shopping websites on senior high students' satisfaction with online shopping helps understand the
 10

extent to which these platforms shape their purchasing decisions and overall satisfaction levels,

thereby informing strategies to enhance their online shopping experience.

Rajamm (2005) focused on the positive emotional aspects of online shopping. The

research highlighted that when customers experience enjoyment and emotional fulfillment during

online shopping, it positively influences their satisfaction levels. This finding is relevant to

customer satisfaction towards online shopping among senior high students at Cabangan High

School, as it suggests that understanding and enhancing the emotional aspect of the online

shopping experience can contribute to increasing.

Anitha (2017) investigated the influential aspects and demographic variables that

influence customer choices in online buying. It investigates how understanding these aspects can

improve customer satisfaction in all forms of online business. Businesses can personalize their

online purchasing experiences to fit senior high students' distinct needs and preferences, resulting

in higher satisfaction levels within this specific group.

Lubis and Nurbaity (2018) aimed to analyze customer shopping preferences in the

context of online shopping. By researching customer profiles and preferences, businesses can

adapt their online shopping platforms and offerings to meet the specific needs of their target

customers. This personalized approach contributes to higher customer satisfaction as it aligns

with their expectations, enhancing the overall shopping experience. Implementing such tactics,

for instance, can benefit senior high students at Cabangan High School by allowing businesses to

appeal to their interests and create an effective online buying environment.

Technological advancements facilitate the shift in customer shopping behaviors towards

cross-device and cross-channel shopping. The literature explored the preferences and

expectations of customers regarding seamless and integrated shopping experiences across

 11

different devices and channels (Huang,2017). This is essential to customer satisfaction because it

emphasizes recognizing and adjusting to changing customer habits. Businesses can improve

customer satisfaction by delivering a consistent and convenient online purchasing experience that

is customized to their consumers' preferences. This is useful for senior high students at Cabangan

High School as researchers investigated the elements influencing consumer satisfaction regarding

online buying.

Vasiliu (2016) focused on the shopping behavior of young people who utilized multiple

channels for shopping. It explored how accessing detailed product information through various

channels can lead to more informed purchasing decisions and improve customer satisfaction. This

is relevant to customer satisfaction as it highlights the importance of providing comprehensive

product information across multiple channels. It allows customers, including senior high students

at Cabangan High School, to compare and assess products effectively, leading to a satisfying

online shopping experience.

The author explored the topic of customer satisfaction in the context of online shopping.

The research focuses on the significance of measuring and quantifying customer satisfaction in

evaluating their experiences with online products, services, and brand interactions (Why measure

customer satisfaction? 2007). This research is essential for senior high student respondents at

Cabangan High School as it provides insights into the importance of customer satisfaction in the

e-commerce industry, which can be valuable for understanding consumer behavior and

preferences in online shopping.

Presentation on Customer Satisfaction (n.d.) focused on customer satisfaction in online

shopping. It explored the significance of meeting or exceeding customer expectations to ensure a

positive experience. This research is helpful for Cabangan High School senior high students
 12

because it provides insights into understanding and evaluating customer satisfaction in online

shopping, which helps them understand the importance of meeting customer expectations and its

impact on cultivating satisfaction.

Related Studies

This part is the past studies on customer satisfaction with online shopping. The studies on

online shopping address a wide range of issues, including customer satisfaction, technological

advancements, online stores, payment methods, and the impact of trust and convenience on the

expanding global trend of digital retail.

Alkraiji et al. (2022) explored the impact of service quality, trust, and satisfaction on

citizen loyalty toward government e-services. Although the study focused on government

services, its findings have implications for understanding customer satisfaction with online

shopping. The study suggests that senior high students' loyalty towards online shopping in the

school setting would be influenced by their trust in the business and their perception of the

quality of online shopping services, emphasizing the importance of building trust and ensuring a

high-quality online shopping experience to foster student loyalty.

Eid et al. (2019) integrated the internal branding antecedents and customer satisfaction in

the public sector. Effective internal branding strategies can enhance customers' online shopping

experiences, foster loyalty, and build trust. This contributed to higher levels of customer

satisfaction among the senior high students at Cabangan High School in their online shopping

activities.

Ok, et al. (2018) Customer satisfaction and service quality in the marketing practice. The

study suggests that senior high students in Cabangan High School have a positive online
 13

shopping experience, and if their expectations are met or exceeded, they are more likely to be

satisfied customers. This satisfaction can lead to increased loyalty, with students being inclined to

make future purchases and share positive feedback about their shopping experiences with others,

ultimately benefiting the reputation of the online shopping platform used by the school.

Shahid et al. (n.d.) provide insights into the usability preferences of young consumers

regarding mobile and computer screens for online shopping activities. The study suggests that

offering customers the ability to engage in various activities while shopping online can enhance

their overall satisfaction. Utilized these insights to the senior high respondents at Cabangan High

School, understand the customer's satisfaction with online shopping experiences and catering to

their preferences for freedom and control contributed, creating a positive online shopping

environment within the school setting, thereby promoting a satisfactory online shopping

experience for the students.

Daroch et al. (2021) established a connection between customer satisfaction and factors

influencing online shopping behavior, such as usability, navigation, and checkout. It highlighted

that customer concerns regarding the security of their financial information during online

payments can significantly impact their satisfaction when making online purchases. Utilizing

these findings, it examined customer satisfaction with their online shopping experiences among

the senior high students at Cabangan High School, emphasizing the importance of trust in

unfamiliar online stores.

According to Olasanmi (2019), online shopping and customer satisfaction in Lagos State

established a connection to customer satisfaction towards online shopping. By considering the

perspectives of senior high students in Cabangan High School as respondents, the study explored

how factors such as time, convenience, and potential risks influence their satisfaction with online
 14

shopping. This research contributed to understanding the preferences and experiences of senior

high students at Cabangan High School about online shopping, thereby informing strategies to

enhance their satisfaction and overall online shopping experience.

Tzavlopoulos et al. (2019) suggested that usability, secure shopping experiences, prompt

service, timely deliveries, and personalized experiences are crucial for customers' overall

satisfaction with online shopping. Utilized these insights to senior high respondents at Cabangan

High School identified the key elements contributing to their satisfaction with online shopping

experiences.

According to Khoo K. L (2020), the study provides insights into the relationship between

customer satisfaction and word-of-mouth in the context of online retailers. It suggests that

satisfied customers are more likely to engage in positive word-of-mouth activities, which

influence the reputation and brand image of the online retailer. By examining the satisfaction

levels of senior high students at Cabangan High School regarding online shopping, this study

shed light on the potential impact of their word-of-mouth activities on the success of online

retailers.

Melović et al. (2021) focused on the determinants of Millennials' behavior in online

shopping. By surveying this specific group of respondents, the researchers explored how

convenience, simplicity, and flexibility impact the satisfaction levels of senior high students with

online shopping. The insights from this research contribute to a better understanding of the

factors influencing customer satisfaction in online shopping among senior high students at

Cabangan High School.

Cosmas et al. (2019) provide valuable insights into enhanced customer satisfaction levels

in online shopping. By personalizing offers, understanding target demographics, and optimizing

 15

convenience, online sellers can effectively cater to customer preferences and create tailored

experiences. These findings research examined customer satisfaction towards online shopping

among senior high students at Cabangan High School and identified strategies that improved

satisfaction levels and provided a more enjoyable online buying experience for the student

respondents.

Dam et al. (2021) shed light on customer satisfaction in online shopping. The research

emphasizes the significance of a positive brand image and high service quality in influencing

customer satisfaction. By understanding how these factors impact the satisfaction levels of senior

high students at Cabangan High School, valuable insights are gained to enhance their overall

satisfaction and foster loyalty towards online shopping.

Guled et al. (2018) focus on university students, which is relevant to understanding

customer satisfaction because this demographic represents a significant portion of online

shoppers. By understanding the preferences and needs of younger consumers, businesses tailor

their strategies and offerings to enhance customer satisfaction levels, including among senior high

student respondents at Cabangan High School. This research contributes valuable insights that

can inform online businesses in improving their services and meeting the specific requirements of

their customers, ultimately leading to higher customer satisfaction.

Gajewska (2020) established a significant relationship between customer satisfaction and

the quality of e-commerce services, which is directly relevant to the research examining customer

satisfaction towards online shopping at Cabangan High School. By specifically investigating

senior high students at Cabangan High School as respondents, the study provides valuable

insights into their level of customer satisfaction with their online shopping experiences. The

results of this research contribute to a better understanding of the preferences and attitudes of
 16

high school students towards e-commerce platforms, enabling the identification of potential

improvements in online shopping services tailored to their specific needs.

Petr et al. (2019) examined the satisfaction levels of senior high student respondents at

Cabangan High School. By exploring how these students' investment of time and effort in

acquiring product knowledge and exploring online offerings influenced their overall satisfaction

with the online purchasing process, the study provides insights into the factors that contribute to

customer satisfaction in the context of online shopping.

Vasić et al. (n.d) focused on aligning customer expectations and their online shopping

experience. By understanding this relationship, the research provides insights into improved

satisfaction among senior high students at Cabangan High School. The findings emphasize the

importance of meeting customer expectations that enhance satisfaction and foster loyalty, which

enhanced the online shopping experience for students and increased their overall satisfaction

levels.

Synthesis of the State-of-the-Art

Alkraiji et al. (2022) explored the impact of service quality, trust, and satisfaction on

citizen loyalty towards government e-services. Similarly, Eid et al. (2019) integrated internal

branding antecedents and customer satisfaction in the public sector, emphasizing the importance

of effective internal branding strategies in enhancing online shopping experiences and fostering

loyalty. In contrast, Ok et al. (2018) examined customer satisfaction and service quality in

marketing. They highlighted the significance of meeting or exceeding customer expectations to

achieve higher satisfaction and increased loyalty among senior high students.
 17

Shahid et al. (2023) investigated the usability preferences of young consumers,

suggesting that providing freedom and control can enhance overall satisfaction. On the other

hand, Daroch et al. (2021) focused on the factors influencing online shopping behavior,

emphasizing the importance of trust in unfamiliar online stores.

Examining different aspects, Olasanmi (2019) explored the influence of time,

convenience, and potential risks on senior high students' satisfaction with online shopping. In

comparison, Tzavlopoulos et al. (2019) focused on the impact of e-commerce quality,

emphasizing factors like usability, secure shopping experiences, prompt service, timely

deliveries, and personalized experiences. Khoo K., L (2020) investigated the relationship between

customer satisfaction and word-of-mouth in the context of online retailers, highlighting the

influence of positive word-of-mouth on reputation and brand image. Likewise, Guled et al.

(2018) examined the online shopping behavior of university students, providing insights into the

preferences and needs of younger consumers to enhance customer satisfaction.

While Melović et al. (2021) focused on the determinants of Millennials' behavior in

online shopping, considering convenience, simplicity, and flexibility, Cosmas et al. (2019)

provided insights into enhancing customer satisfaction levels in the online shopping industry in

Nigeria. They emphasized personalization, understanding target demographics, and optimizing

convenience. Thus, both studies emphasized the significance of convenience and customization in

satisfying customers.

Moreover, Dam et al. (2021) shed light on customer satisfaction in online shopping,

emphasizing the significance of a positive brand image and high service quality. Similarly,

Gajewska (2020) established a significant relationship between customer satisfaction and the
 18

quality of e-commerce services. While Petr et al. (2019) specifically investigated loyalty, whereas

Vasić et al. (n.d.) emphasized the role of expectations in customer satisfaction and loyalty.

This study indicates that customer satisfaction in online shopping is influenced by factors such as

service quality, trust, convenience, value perception, internal branding, security, and meeting

customer expectations. While there are areas of agreement regarding the importance of these

factors, there are also variations in the emphasis placed on different determinants, highlighting

the complexity of the online shopping experience and the diverse preferences and perceptions of

customers.

Gap Bridged by the Study

The study bridged the gap that existing studies have not answered. No general studies were

conducted to understand the satisfaction levels of senior high school students toward online

shopping at Cabangan High School. The study analyzed popular online shopping platforms,

identified popular products, and assessed customer satisfaction. It also produced informative

materials to guide customers in online shopping, offering valuable information and

recommendations for a more satisfying experience.

Theoretical Framework

The customers' satisfaction with online shopping can be understood through the lens of

three key theories: Attribution Theory, Dissonance Theory, and Value-Percept Theory. These
 19

theories shed light on the factors influencing individuals' satisfaction levels and decision-making

processes when engaging in online shopping experiences.

According to Attribution Theory, individuals seek to understand and explain the causes

behind events or outcomes (Weiner, 1985). Attribution Theory can show how senior high

students at Cabangan High School attribute success or failure to their online shopping

experiences. Attribution Theory is instrumental in understanding how Senior high school students

at Cabangan High School attribute success or failure to their online shopping experiences and

how these attributions impact their satisfaction levels.

By examining the factors students attribute to their online shopping outcomes,

researchers can gain insights into the underlying mechanisms that contribute to or hinder

customer satisfaction. This knowledge can guide the development of strategies to enhance

satisfaction by promoting self-efficacy and addressing external factors that may hinder a positive

shopping experience. Understanding students' attributions and their effect on satisfaction is

essential in improving the online shopping experience at Cabangan High School for senior high

school students.

However, according to Festinger's Dissonance Theory (1957), individuals naturally tend

to maintain consistency between their beliefs, attitudes, and behaviors. This theory can help

explain how cognitive dissonance may arise when students' expectations and actual experiences

diverge. If students anticipate certain product qualities based on online descriptions but receive

lower-quality items, it creates a discrepancy that leads to cognitive dissonance.

Understanding how students handle dissonance provides insights into tactics such as

seeking refunds, sharing negative reviews, or adjusting expectations, which can reduce conflict

and enhance overall satisfaction. This theory aids online shops in identifying areas for
 20

improvement by recognizing factors contributing to cognitive dissonance, such as discrepancies

between online descriptions and actual product quality. Implementing accurate product

descriptions, quality control measures, and responsive customer service can minimize dissonance,

improve satisfaction, and create positive customer experiences for senior high school students at

Cabangan High School.

Also, in the Value-Percept Theory proposed by Westbrook and Reilly (1983), individuals

evaluate their satisfaction based on the perceived value they derive from a particular experience

or purchase. In online shopping, this theory suggests that senior high school students at Cabangan

High School will assess their satisfaction levels based on the benefits they perceive about the

effort, time, and money they invest in online purchases.

By assessing students' perception of value, including factors like product quality,

affordability, and transaction convenience, researchers can understand the influence of perceived

value on satisfaction levels. Positive perceptions of value, such as obtaining quality products at

reasonable prices and experiencing smooth transactions, will likely increase satisfaction.

Conversely, negative perceptions of value, such as encountering inflated prices, poor customer

service, or delivery issues, can decrease satisfaction. The Value-Percept Theory provides a

framework to analyze perceived benefits and drawbacks, enabling researchers to identify areas

for improvement and enhance the overall online shopping experience for Senior High School

students.

The interconnected theories of Attribution, Dissonance, and Value-Percept collectively

aid in understanding senior high school students' satisfaction with online shopping. Attribution

Theory helps identify causal attributions students make about their experiences, Dissonance

Theory explores cognitive conflict arising from expectation gaps, and Value-Percept Theory
 21

focuses on perceived value. These theories provide insights into factors influencing satisfaction,

guiding the study's strategies to enhance the online shopping experience for students.

Expectations
and actual
product
quality

Actual
Value of
product
product
outcome
 22

LEVEL OF CUSTOMER
SATISFACTION

Figure 1.

Theoretical Paradigm

Conceptual Framework

This study aims to determine whether senior high school students at Cabangan High School

are satisfied with their online shopping experiences. It also explores numerous factors that hinder

consumers from engaging in online purchasing. The researchers will further describe the study's

tools and resources. The researchers will also utilize the input-process-output method, which

synthesizes the interrelated elements of the study and presents the relationship between the

variables in a chronological pattern.

 23

Figure 2 presents the structure of an information processing program or another process.

The input-process-output (IPO) model is commonly used in systems analysis and software

engineering. (McGrath, 1964) created the I-P-O (Input-Process-Output) model of team interaction

process integration, which provided a solid and understanding framework for subsequent

research. It helps break down a process into its key components: inputs, the processing or

transformation of those inputs, and the resulting outputs. This simplifies complex systems for

analysis and improvement.

By employing the IPO model, this study explored surveys that can effectively measure

customer satisfaction. The organization’s online shopping sites and categories of purchased goods

are part of the research input. Data are collected, and analysis, findings, and interpretations of the

data collected are produced as a result of the research process, which helps to improve

understanding of customer satisfaction with online purchasing in the context of Cabangan High

School. The final product of the research is a booklet that explains how to guide customers as

they shop online. This chronological sequence of the method was shown step by step in the

conceptual paradigm, which can easily analyze the input, process, and output framework of the

study.

INPUT

 Categorize online
shopping platforms
and product
categories

 Level of
satisfaction
 24

PROCESS

 Collection of data
Analysis

 Interpretation of
Data Collected

OUTPUT
Booklet about how to
guide customers in their
online shopping

Figure 2.

Conceptual Paradigm

Definition of Terms

To facilitate the understanding of this study, different terms are defined in theoretically and
operationally.
 25

Customers. It is a person or organization that buys goods or services as defined by (Oxford

Language, 2019). The study defined the customers as the ones who purchased products or services

through the internet and the respondents of the study.

Levels of Satisfaction. It is the act of satisfying or state of being satisfied as defined by the

(Reversal Dictionary, 2023). This research measures the level of satisfaction level of respondents with

their most frequently visited online shopping categories and the products they purchase.

Online shopping. the process of purchasing goods and services on the Internet as defined by

(Mastercard Worldwide Inside, 2008). The study defined online shopping as the act of purchasing

goods or services through the Internet using wireless e-commerce platforms or websites.

Online Shopping Platforms. a software that enables the commercial process of buying and

selling over the internet. Adobe, D. (n.d.). This study explores online shopping platforms, which are

websites or applications that enable users to buy and sell products or services over the Internet.

Product Categories. A product category is a group of similar products that share related

characteristics Wolfer, S. (2023, March 10). The study explored the various product categories and

types that senior high school students frequently purchase on their preferred online shopping

platforms.

Purchased Product. It means the product requested in a customer's order, according to (Law

Insider, 2013). In this study, it refers to the specific items or goods that respondents have bought or

acquired online.

Customer Satisfaction. It is a measurement that determines how happy is the customer (ASQ.

2023). This study explores the satisfaction with the product quality, expectations, and experience of

the respondents
26
 27

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