CHAPTER 1

The Problem

Introduction

Customer feedback are the reactions or the responses of the customers about the products or

services that a business may offer. It maybe a positive or a negative feedback. The feedback’s can

benefit both the customers and a seller. It can be a benefit to the sellers because by knowing their

responses or feedbacks they can gather informations needed to enhance and improve their product.

It can be a benefit to customers because they can over voice their opinions about the products they

have bought. If the organization succeeds in satisfying the customer then he wins in developing

and maintaining a relationship with the customer and can easily retain them. But, if the customers

find that the responses is as low and unsatisfactory and if the suppliers attitude is bad then the

customers will surely choose another business for better alternatives. By this the business could

finally loose the business with that customer.

Customer feedback is very important for all businesses to create business relationship and

good customer satisfaction and loyalty with their customers. In the same way, for customers it is

also necessary to judge their suppliers and can tell if they can be good suppliers for them or not.

Good customer feedback is an important thing whether directly or indirectly this always helps to

grow substantially in business. The opinions of the customers about the experiences they had with

your product or brand is an helpful information that you can use in adjusting your business to fit

their needs more accurately. Before developing the strategies for customer feedback it is

important to understand the main objective that indicates how the feedback should be modeled

according to customers attitude which is different in different situations. Giving the right response

or feedback at right time is the only key in making or building the relationships with customers
and influencing them to have long-term business deals. Customer is one of the most needed in an

online business because a customer feedback or response is one of the most needed of a seller to

know so that they can improve their marketing business. Customer feedback will make your

marketing skill increase.

Online marketing is continuously expanding specially now that their are lot of people using

gadgets or online applications. In online marketing you don’t need a lot of requirements. You can

find a job without any job interview and other job requirements, you just only need to post through

online. Online marketing make a customer happy because they don’t need to go out and buy things

they like or needed. In online marketing you can do it whenever you are, whatever your age even

if you are not a college graduate or even if you are just only a student.

The world of business was enormously reviled a new type of business transaction because of

modern technology. Both the technology of doing business and the technology of managing

business drive the dynamic shifting of value chains in the current market, creating seemingly

unlimited opportunities for e-commerce. For instance, when the online apparel retailer has a

reason to worry about its customers satisfaction, it is better to first check if the customers think its

web site is useful and enjoyable, and if the customers feel assured during the shopping experience

and trust it.

Chang, and Wang (2011) demonstrated that e-service quality and customer perceived value

influence customer satisfaction, and then influence customer loyalty. In addition, this study found

that customers with a high perceived value have a stronger relationship between satisfaction and

customer loyalty than customers with a low perceived value.

Online business owners achieve a competitive advantage and higher profits by effectively

using market research to monitor market trends and to recognize customers need (Gundala &
Khawaja, 2014). By which this will give a higher chance in responding what the customers need

and the most likely popular products that customer may want.

Small business owners and marketers apply internet marketing strategies to achieve strong

visibility and to facilitate interaction with the consumer (Bettencourt et al.,2015) and (Rollins et

al.,2013) as firms marketing continue to reallocate their budgets from traditional to digital media

in search of more cost-effective solutions, small business owners need to understand how to

develop a well-formulated Internet marketing strategy, wants to develop internet marketing

strategy and by the help of this study where it talks about one of the marketing strategy which is

online marketing that focuses on customers feedback that can give a big help to a business . They

will understand what will be the importance of considering the customers opinion in your business.

What will it give and what will be its effects in the business and that this will help a small business

to grow in a big and successful one.

There are several past studies about online marketing mostly on customer loyalty, marketing

strategies, and services, that has been published and as well us to the unpublished book and

Journals that the researchers seek, but no one yet studied about customers feedback of online

marketing. There are also many strategies that can improve their online businesses but there are

still sellers that cant improve their business. So the researcher make this research so that the other

seller can improve their business.

This study focuses on the feedbacks on online marketing among grade 11 senior high school

students. This study will help the online marketing owners to revile the like and dislike of

costumers against their service and operation.

 In the business, the research is significant because the study is all about the customers

feedback that is mainly important to the business itself. The researchers had given hints on how

big the customers feedback or response can help the business to grow.

For customers, the study gives hints on how important will be their feed backs to the business.

By knowing this they will know how can the business grow because of the help of their comments

and suggestions.

For future business owners, as the content of this study the “customer feedback on online

marketing among grade 11 senior high school students”, this research will be their guide on how

to make a successful online business and to make them aware to accept customers suggestion and

comments in the future.

Statement of the problem

This study aims to determine the feedbacks of the Grade 11 Senior High School Students in

University of Northern Philippines at Tamag, Vigan City about online marketing.

Specifically, it seeks answers to the following questions:

1.What are the experiences of the customers on online marketing?

2.What are the major feedbacks of the customers in terms of service and operation of online

Marketing business?

3. How can a feedback affect the business?

Scope and Delimitation

 The researchers will conduct this study on University of Northern Philippines. The

respondents are the grade 11 students in senior high school. This involves an interview of twenty

grade 11 students from the senior high school levels.

Theoretical Framework

The researchers were guided by the past researches that are conducted by five different authors.

An online marketing or an internet marketing is refer to advertise and marketing effort that they

use in email or website to drive a direct sales via electronic commerce. An online marketing is a

set of tools and a methodologies by using products and service through an internet. It is also a way

of spreading message about company’s brand,products,or services to its potential

customers.Display advertising,emails and social media are some of the methods and techniques

used for online marketing.And its objective is to reach potential customers through the channels

where they spend time reading,searching and ,shopping or socializing online.

Hayes (2016) state that some leaders of small traditional travel agencies are unable to maximize

profits because many customers are using online booking outside of small traditional travel

agencies.The researcher found out that strategies are very useful in online marketing because when

they use a strategies they can improve there marketing business and many customer will buy.

An efficient way for small retail business leaders on using online marketing effectively and

must develop and implement various strategies in order to succeed in the retail industry. In his

study, the researcher also confirmed that the online marketing strategies are all essential in

organizational sustainability and strategic methods. Lockett (2018).

 According to Demishkevich (2015) there are identified four opportunity areas for small

business owners and leaders interested in enhancing the success of their internet marketing, these

are developing a short term and long term internet marketing plan, acquiring specialized internet

marketing knowledge on a continuous basis, improving the measurement of marketing

performance, and extending their internet marketing resources through outsourcing because the

more they become success the more money they can have.

Targett (2013) found out that the focus was now one of a customer-centric mindset, where the

belief was that the customer always came first with improved customer experience and

engagement. The firm stated explicitly in its growth strategy that it would deliver a customer-

focused digital omnichannel experience. As the researcher recommend to the future researcher to

study the customers feedback so that they can improve there marketing and to maintain the trust

of the customers. The outcome of his study showed that positive exchange relationships were

primarily measured in economic terms by individuals on both sides, while the benefits focused on

various types of knowledge transferred, marketing executives needed to continually seek to

maximize both tangible and non-tangible benefits for the consumer.

Usugama (2018) customer feedback help contribute a safety improvement of products and

services. The primary data analyzed whether risk-related customer feedback has any significant

impact on potential risk identification and how organizations categorize the severity level of risk

identified through customer feedback. The researcher told that customer feedback departments

recognize the value of customer feedback for service improvement. The researcher recognize that
customer feedback contributed to potential risk identification of low severity level rather than

potential risk identification of medium or high severity level.

Glovinsky (2012) The organized retail in India is infancy. The toughest challenge of the

industry facing is from their neighborhood kirina stores through their one-to-one relationship with

customer,low operating costs and credit facilities to the customers. It is an uphill tast to compete

with the kirin stores and survive. In the light of the findings of the study,the retail chains need to

fight the competition by extending convenience,assortments and variety,good quality merchandise

and after sales service,and an overall wonderful shopping experience of a customer. The

researcher recommended that customer feedback must study to help a business improve and for

the customer to voice out their opinions.

Operational Definition of Terms

Customers. This are the respondents of the study and the persons who buys the product or the

one who receives the business services.

Feedback. This are the reaction, comments, and responses of someone.

Customers feedback. This are the comments, reaction or the responses of the customers

regarding the products or services a business offer.

Online Marketing. This is one of the marketing strategies where a business will post or show

their products through online or the use of internet.

Research Methodology

Research design
 This research is a phenomenology study that attempts to clarify and enlighten how people

understand a certain situation and to set aside biases and assumptions on any form of own opinions

about human experiences, feelings, and responses.

Participants of the Study

The researchers will interview twenty online customers coming from the grade 11 Senior High

School Students in University of Northern Philippines.

Data Gathering

In this study the researchers will use a semi-structured interview, which the researchers gathers

information and conducts the study from the online customers within grade 11 senior high school

students.

Data Gathering Instrument

The researchers made a guide questionnaires for their interview. The researchers must have an

approval first by the teacher who is in charge before doing an interview. In gathering data the

researchers will use a semi-structured interview. The guide questionnaires will be the guide of the

researchers to study the problem with the help of the answers of the grade 11 senior high school

students of University of Northern Philippines.

Data Gathering Procedure

The researcher prepared all needed materials for their gathering data. The researchers gathered

and read 10 related literatures about customers feedback and online marketing. Next to this they

had formulated a title and presented this through a title deffence. After that, the researchers made
the following parts of the study. Then they made their guide questionnaire for the interview. The

researchers will send a letter to be signed by the validators. After that, the reasearchers will let the

teachers validate their questionnaire. Then they will ask permission to the principal in conducting

this study. Next thing the researchers will do is to gather data from different strands of grade 11

senior highschool students.