DOWNLOAD PDF DOWNLOAD XML FACTORS AFFECTING CUSTOMER’S SATISFACTION ON FACEBOOK MARKETPLACE AS PURCHASING PLATFORM: EVIDENCE FROM LAGUNA, PHILIPPINES

Abstract

This paper investigates the factors affecting the customer’s satisfaction on the Facebook Marketplace as a platform for online shopping. The purpose of this study is to determine what characteristics influence customers’ satisfaction when they purchase any product from Facebook Marketplace. The study dealt with the factors affecting customer satisfaction on the Facebook marketplace, namely: expectation, perceived performance, and disconfirmation; the level of customer satisfaction with using Facebook as a purchasing platform; and the significant difference in factors affecting customer satisfaction when they are grouped according to their demographic profile. The respondents of this study were 342 Facebook Marketplace customers from Laguna, Philippines, selected through quota sampling. The research utilized a quantitative research method to answer the problems of the study. The research revealed that expectations have the highest influence on the satisfaction of the respondents. Customer’s expectations of the function, quality, and delivery of the products and reliance on feedback on the Facebook marketplace. The study also revealed that demographic factors do not significantly affect customer satisfaction. This study recommends that to achieve positive feedback from customers, online marketers should maintain good customer service and provide well-packed and on-time delivery of products. When a customer’s perception of the quality of a specific product or service exceeds the customer’s expectation or desire, a positive disconfirmation occurs.