SCRIPT SA BACKGROUND OF THE STUDY

Due to the emergence of technology, traditional shopping practices such as going to

physical stores are not the only means of purchasing products and even services. E-
commerce is now slowly being patronized, and with this comes the rise in demand for
the use of logistics services.
It is visible that the rise of these E-commerce is moving fast and this is where the
problem comes in. This immediate shift may have left the logistics services unready and
unable to keep up with the rising of demands which may cause delays and affect the
level of customer satisfaction because they may not reach the level of expectation that
the customers have.

So these the problems or gaps that needs to be addressed in this

study
In an article by Palmer (2015), a survey of 3,000 retailers conducted by e-commerce
distribution firm MetaPack from UK showed that two-thirds of shoppers would like to
purchase from one online store over another because the logistics services were easier
and better.
According to Darji (2018), another issue with online shopping is concerns where goods
are frequently missing or destroyed in shipping, and the inventory cannot be identified
correctly by order tracking systems. Sasso (2019), states that this challenging delivery
schedule strains conventional logistics and supply chain structures, and businesses are
now forced to change their plans to provide the low-cost and on-demand delivery
service that customers are increasingly expecting.
As competition in the services sector is steadily increasing, the ability of companies to
consider their customers and ensure that they are satisfied with the services they offer
is becoming increasingly important. (Kavaliauskienė, Aranskis, Litvinenko, 2014)
According to Gil-Saura, Frances, Blanco (2010), logistics performance is not only
seen as an operation activity, but is actually seen as a strategic variable and plays a key
role in the satisfaction of the consumer.
Hence, this paper aims to determine the effect of logistics services to the satisfaction of
E-Shoppers specifically in Davao City. The researchers will be focusing on the service
quality that the logistics services provide to the customers.
 The researchers will be utilizing the SERVQUAL model focusing on the Five dimension:
(1) Reliability; (2) Assurance; (3) Tangibles; (4) Responsiveness; and (5) Empathy. To
measure the E-Shoppers’ Satisfaction with the five dimensions, a Customer Satisfaction
(CSAT) Score comprising a 5 point Likert Scale will be used.
THEORETICAL FRAMEWORK

This study is anchored on the foundation of this about the servqual model and the likert
scale

So the first one is the servqual model

This theory was developed by Parasuraman, Valerie Zaith-hamel, and leonard berry.
This method/ theory is to be able to capture and measure the service quality
experienced by customers. By measuring the experienced by customers towards the
quality being employed by the company, would be using the 5 dimension which
includes:

Reliability Reliability refers to the ability of the company to keep their promise in terms
of the quality and service that they provide.

Tangibles: tangibles which refers to the physical equipment, facilities, materials,

machines etc., and how they affect customers in sociological, This is said to have some
effect on the customer in sociological, physiological, psychological, emotional and
cognitive manner.

Assurance: Assurance focuses more on the side of the employee, their ability to
communicate with other customers and build trust and credibility for customers

Emphathy: Empathy is when the customers feel like they are guests and that they are
valued. In simple terms it means caring about the customers.

Responsiveness: This refers to the timeliness of the response or action to a certain

concern or complaints.

LIKERT SCALE: Rensis Likert who is a psychologist

This was used in 1938 to determine and measure the satisfaction of the e-
commerce. Thus we will employ the 5 point liker scale as well to measure the
level of satisfaction. It composed of a open ended

refers to the measurement on the degree to which customers are satisfied with products
or services delivered to them. There is a need to measure this, because customers are
one of the life sources of a business, without them no business will survive. By
measuring this, we will be able to see how many customers are happy with the services
provided by the business since their expectations are met and how many are not.

Significance of the study

Logistic Service Provider: This study aims to aid problems surrounding logistics
providers that cause dissatisfaction to its customers and identify good behaviors that the
company must sustain for survival

Online Sellers- Through this study, online sellers can learn how to improve actions and
functions of choosing a logistics service provider that increases customer satisfaction.

Online Buyers- This research will serve as a basis for the buyers to know how service
providers handle parcels and improve individual decision making in choosing logistics
service providers.

Business and Companies that use Logistics Services - Through this paper, other
businesses and companies that use logistics services can use this as a basis on how to
improve functions and operations to increase customer satisfaction as well as provide
useful information for decision making.

Future researcher - This study can be a gateway to other researchers on finding

relevant facts. Data in this study can also further be used for proving points of related
research.
SCOPE AND DELIMITATION:

This study focuses on determining the effect of logistics services on the

satisfaction of E-shopper in Davao city. The researchers limited this study to 400 people
within Davao city and the online shoppers as the respondents which was computed
through the use of Cochran’s formula. To make this possible, the researchers will create
a validated survey questionnaire that will serve as the instrument of this study and will
be conducted online for the convenience of both the respondents and researchers.
However, this study does not cover and involve E-shoppers outside Davao city.
Consequently, the result of this study shall never be used in generalizing the overall
contentment and postulation by the E-shoppers on the logistics services.

SCRIPT SA RRL

Previous literatures revealed that the SERVQUAL Model of Zeithaml,

Parasuraman, and Berry (1988) is subject to many researches. The model has been
used to support the points presented in the different studies about customer
satisfaction.

A study by Haming, Murdifin, Syaiful, and Putra (2019) in which they investigated
the customers’ perception on different dimension of service quality which was then
measure through the use of the Likert scale and the SERVQUAL model. Based on the
results and findings of the study the proponents concluded that when it comes to
maximizing customer satisfaction, tangibles and empathy dimensions must be
prioritized, followed by responsiveness, and the last priorities would be the reliability and
assurance dimensions (Haming et al., 2019).

In the study of Yalley and Agyapong (2017), as cited by Alnaser, Ghani, Rahi,
Mansour, and Abed (2017) posited the idea that among the five (5) dimensions in the
SERVQUAL model, three (3) of which are considered to be universal service quality
dimensions, and these are reliability, assurance and tangibility. It was proven in the
study as the results suggest that there is a significant relationship between the three (3)
universal service quality dimension and customer satisfaction (Alnaser, et al., 2017).

RESEARCH DESIGN:

This research will be utilizing a quantitative correlational research design since

statistics will be used to analyze the data gathered. The data will be collected using
questionnaires to be answered by the residence of Davao City, who are the
respondents of this study. Therefore correlational research shall determine whether the
variables interact or have a connection or effect to each other. 

SAMPLING DESIGN:

In this study, the researchers will be using simple random sampling as its sampling
method. In this study, anyone who have experience with online shopping has the
opportunity to be a respondent of this study.

UNIT OF ANALYSIS

This study will be conducted by gathering data from the chosen respondents from
Davao City who have experience with online shopping or is an e-shopper. Since E-
shoppers in Davao City have no official list, the researchers used a sample size of 400
respondents to answer the questionnaires.

SAMPLING FRAME:

The researcher will use a simple random sampling technique (SRS) in selecting the list
of respondents. This technique is widely used to eliminate bias in choosing respondents
and thus makes the study credible. The researcher will furthermore use a randomizer in
selecting respondents.
DATA COLLECTION METHOD
 the researchers will be encoding the questions on the google forms and
conducting the survey online. The informed consent will also be sent to the chosen
respondent together with the sending of the link of the questionnaire, to inform them
about the purpose of the research and ensure them that their responses will be kept
confidential and will be used for academic purposes only. . Careful analysis and
evaluation will be observed in interpreting the data to ensure the accuracy of the
summary, conclusion and recommendation of the study. 

STATISTICAL TREATMENT

the researchers will be utilizing two different types of statistical treatment. For the
first two problems, the researchers will be using the central tendency as the statistical
treatment, where in the researchers will get the mean, median, and mode. For the rest
of the problem that talks about the significance of the relationship between customer
satisfaction and the dimensions of logistics services, and identifying which among these
dimensions have the greatest impact, the researchers will be utilizing the regression
analysis. Since according to Ben Foley (2018), regression analysis is a commonly used
statistical tool used to identify the relationship between two or more variables. 

RESEARCH INSTRUMENT:

The research instrument to be used in this study is a survey questionnaire that was
created by Esmaeli, A. & Kahnali R. (2015) for their study. The researchers will remove
the other four dimensions which are not included in our study. The questionnaire will be
divided into three parts. The first part will consist of questions regarding the
respondent’s profile, which includes respondent’s name, age, and gender. The second
part will be the questions that are related to the SERVQUAL model and each dimension
will have their own set of questions. The Last part of the questionnaire will be questions
relating to E-shoppers satisfaction, where in the respondents will be given a set of
close-ended questions. The second and third part of the questionnaire will be answered
through the use of a five point Likert scale.
Lazada and Shopee for example has 3 types:

Fulfillment by seller

Drop shipping

Fulfillment by Lazada

There are more data an ecommerce can use besides survey

Internal:

Repeat orders

Conversion of add to cart to sales

Reviews

Etc

Externally:

Market share

Brand reputation

Etc.

Organic data could be those i mentioned above without spending for a study.

Napaseldom na gamitin ang surveys because 1) it takes time from vust 2) it's boring 3)
it involves a lot of uncontrollable variables hehe
That's the reality. If you are the CeO of the biz, will you invest millions for a research like
that just to check their satisfaction? Hehe marami naman organic data you can use in
the operations

QUESTIONS:

Background of the study:

Since e-commerce is being patrionized, many customers are now shifting buying
behaior in using online shop to purchase their desired products. And thus many
companies now are also shifting their

If we look at the society today, technologies are evolving and physical stores are not the
only means to purchase a product. So the rise of e-commerce and the use of logistics
services have been the priority today since the customers are increasingly shifiting their
demands. For some reason, they just want to order it directly to a store where it
orginately came from. Because let’s say for example SM Supermarket, if you buy a
product from that mall, the prices are so expensive, and if a customer will use an online
shop, there are so many advantages to reduce the price or the items are discounted. So
with this, companies right now are slowly adjusting to the demands of customers, and
they want to simply prioritize because with the customers, the business will not survive.

SIMPLE RANDOM:

we will be using this to avoid biases, because if you look at the society today, I think
most of us are doing or using online shop as a means to purchase a product, and since
it is there is no class or work hiatus, the customers are shifting their demand in by doing
online shopping. Within our sample size which is 100, we wanted to avoid biases by
simple random sapmpling technique, with this, we can limit and avoid the biases, and
also, we all of those people who want to participate in our study can have an equal
opportunity.
RESEARCH INSTRUMENT:

We will be using the questionnaire created by esmaeli and kahlani, and we will modify
and let them know that we removed some certain parts on the questionnaires because
we will just focus on the 5 dimensions under the servqual model. And also, we will be
using each of the dimensions which will be answered with different questions per
dimensions. Close- ended questions, because it will be easier for the customers to
answer that questionnaire, and it will just limit a choice of answers, by typically
answering it with a yes or no.

RELIABILITY: being trustworthy or performing consistently well.

Lazada or Shopee: many customers/eshoppers rn are using these two apps to

purchase their desired products. And given that chose your store, it means that they
have seen how they perform well. So being constant to custsomers, especially that the
items that are to be delivered is overseas, and they want to track the product or many
how days does it take to transfer items to the customers. So basically, you can track the
items from the time that youhave purchased it, and it will indicate how many days does
it take. Logistics company on the other side such as JR express or entrego will inform
you that the products are shipped in your city, and rest assured that those products are
secured and safety.

TANGIBLES: the physical facilities that a logistics services have.

LBC: LBC in Davao City has a physical store located in SM Ecoland. And if customers
will want to inquire about delivering or for picking up of items. Customers can see how
equipped they are and ready for customers by just simple looking at their physical store.
Since LBC doesn’t have the transparency of their quality work, they want to use the
facilities as a means of quality of work by employees and the administrators. They also
want to show in that physical store, the transparency of items that are stocked in their
store. So basically the customers’ would definitely be satisfied on their performance,
because LBC just indicates how ready they are in serving the people.
EMPATHY: Empathy is when the customers feel like they are guests and that they are
valued. In simple terms it means caring about the customers.

JRS EXPRESS AND ENTERGO:

Let’s say for example that your products or goods that you purchase have been
transferred in their facilities, so the Job of JRS AND ENTREGO is to deliver to their
respective houses. So they will inform you that your products is now ready to deliver to
your house. Simply, the customers’ is busy and can’t do the transaction today, the JRS
and ENTREGO will inform that they can still deliver it tomorrow or what the day does
the customers wants it to deliver. It simply means, that they prioritize their customers
because they understand how customers are busy in terms of their work, and JRS can
basically adjust to them. And by that, it will increase the satisfaction of the customers.

Assurance: Assurance focuses more on the side of the employee, their ability to
communicate with other customers and build trust and credibility for customers.

The employees, customers can be satisfied on how employees communicate and build
trust to their customers. Being an employee means that your number one priority is to
build the relationship with a customer. So you can clearly see how equipped the
employees are by indicating or analyzing the employee-customer relationship. The
example of it is if a customer will inquire for a product, the duty of the employees is to
assure that they will give every information on how they will be shipping the products to
the end-user. And by that, the customer will gain trust and be satisfied on the
performance thanks to the employees.

Responsiveness: This refers to the timeliness of the response or action to a certain

concern or complaints.

Let’s say for example that a customer has been complaining about a product that is still
not being delivered. Employees or the administrator will show how they will react to a
certain complaints by just simply tracking up why are the items are still not delivered
given that an item to be shipped should be transferred within 5 days. So the manager of
that company will inform him from time to time that items are delayed because of a
technical issue, and rest assured that the manager will inform him constantly if items are
now ready for picked up or delivery. And another example would be, if an item that the
customer has received it has a damage, the managers of the logistics company would
inform and offer another way to replace that damage. With this, customers will be
satisfied on how responsive they are.