CUSTOMER PERCEPTION AND SATISFACTION TOWARDS SURPLUS RETAILED ITEMS

Abstract

This study entitled Customer Perception and Satisfaction Towards Surplus Retailed Items, was conducted by Lindy Mae A. Catam-isan, Jecel Mae S. Navarro, and Arnold P. Tanio, of IBA College of Mindanao Inc., Bachelor of Science in Entrepreneurship, School Year 2025-2026. Study sought to determine the level of customer perception towards Korean and Japanese surplus retailed items in terms of product quality, product availability, and product affordability, and to determine the level of customer satisfaction towards Korean and Japanese surplus retailed items in terms of purchase experience, repurchase intention, and recommendation. It also sought to examine the significant relationship between customer perception, and customer satisfaction. Conducted under the guidance of James Lloyd N. Gabitano, MBM, MPSM, CSO2, adviser. The study is a descriptive-correlational research design that uses a researcher made survey questionnaires with 4- point likert scale was validated and underwent reliability testing (Cronbach’s Alpha = 0.85). Data were collected from one hundred fifty (150) conveniently selected respondents who were customers of purposively selected six (6) Korean and Japanese surplus stores in Valencia City, Bukidnon. The level of customer perception and customer satisfaction was identified using mean and standard deviation, relationship between customer perception and customer satisfaction was identified using Pearson’s r. Finding revealed that customer perception towards Korean and Japanese surplus retailed items was very positive level. In terms of product quality level, the overall mean was 3.37 (SD=0.68) interpreted as Very Positive, where highest indicator was “The surplus items I purchase are generally in satisfactory condition” with a mean of 3.44 (SD=0.66), the lowest was “The products demonstrate a reasonable level of durability despite prior use” with a mean of 3.23 (SD=0.68) interpreted as Positive. For product availability, overall mean was 3.29 (SD=0.66) interpreted as Very Positive, with the highest indicator “The store provides sufficient options to accommodate different customers” with a mean of 3.36 (SD=0.69) and the lowest being “The store consistently provides the items I intend to purchase” with a mean of 3.21 (SD=0.73) interpreted as Positive. For product affordability, overall mean was 3.29 (SD=0.69) interpreted as Very Positive, where the highest indicators “The pricing of products is generally within my financial capacity” with (SD= 0.67) and “The cost of products significantly affects my decision to purchase” (SD= 0.73) both has mean of 3.33, while the lowest indicator was “The pricing of products is reasonable in relation to their quality” with a mean of 3.21 (SD=0.68) interpreted as Positive. The customer satisfaction towards surplus retailed items was generally satisfactory. For the level of purchase experience, the overall mean was 3.25 (SD=0.67) interpreted as Highly Satisfied, with the highest indicator “I find the experience of shopping for surplus item to be enjoyable” with a mean of 3.38 (SD=0.68) interpreted as highly satisfied, the lowest was “Store personnel are approachable and provide adequate assistance” with a mean of 3.14 (SD=0.66) interpreted as Satisfied. For repurchase intention level, the overall mean was 3.17 (SD=0.70) interpreted as Satisfied. For the level in regards to recommendation, respondents obtained an overall satisfied level with an overall mean of 3.23 (SD= 0.76). The study also revealed a significant positive relationship between customer perception and customer satisfaction, with an overall r-value of 0.713 and p-value of 0.001, indicating that improved customer perception contributes to higher customer satisfaction. Therefore, hypothesis was rejected. Study concluded that customers have a very positive perception towards Korean and Japanese surplus retailed items in terms of product quality, product availability, and product affordability. Customers were generally satisfied with their purchase experience, repurchase intention, and recommendation of surplus retailed items. The findings further revealed that customer perception has a significant positive relationship with customer satisfaction, indicating favorable perceptions of surplus retailed items contribute to higher customer satisfaction.

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