A Comparative Study of Customer Satisfaction Between Physical Stores and Online Shops among the Faculty and Staff of IBA College of Mindanao, Inc.

Abstract

This study aimed to determine the shopping preferences and customer satisfaction among the Faculty and Staff of Irene B. Antonio College of Mindanao, Inc. Specifically, it investigates the level of shopping preferences when they shop in terms of physical store and online store, determine the level of customer satisfaction when they shop in online stores in terms of shopping experience, willingness to repurchase, convenience, and examine the significant differences between the customer when they are grouped according to shopping preferences. Using a comparative research design, 68 full-time faculty and staff were purposively selected, and data were collected through a survey questionnaire and researcher-made instrument. Statistical analyses, including mean, standard deviation, and T-test, were applied to measure the significant relationship between shopping preferences and customer satisfaction. Findings revealed that the majority of the respondents preferred shopping in physical stores rather than online shops. In terms of customer satisfaction, the respondents showed a high level of satisfaction across the three dimensions: shopping experience, willingness to repurchase, and convenience. The findings suggest that faculty and staff still value the direct interaction, product inspection, and immediate availability of products offered by physical stores despite the increasing popularity of online shopping platforms. The study recommends to constantly improve both physical and online shopping experiences by emphasizing customer convenience, product quality, and efficient service delivery.

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