Leveraging Online Engagement For Enhanced Customer Experience and Satisfaction In E-Business In Manila City

Lyra Jane Velasco Paular, MBA¹, Jay A. Sario, MPA, DBA, Ed.D²
https://orcid.org/0009-0000-9589-1632¹, https://orcid.org/0000-0003-4755-3510²
lyrajaneavelasco@gmail.com¹, docjayasario@gmail.com ²
University of Perpetual Help System DALTA, Las Piňas City, Philippines^1-2
Philippine Christian University Malate, Manila, Philippines²

DOI: https://doi.org/10.54476/apjaet/

                                                                                          Abstract

This study aimed to explore the impact of online engagement strategies on customer satisfaction in e-businesses in Manila City. Specifically, it sought to assess the extent of online engagement strategies, the key factors contributing to customer satisfaction, the challenges faced by businesses, and the influence of respondent profiles on satisfaction levels. A quantitative research design was employed, utilizing a structured survey questionnaire distributed to respondents from various e-businesses. Data analysis was conducted using descriptive statistics, weighted means (WM), and ANOVA to examine the relationship between customer satisfaction and respondent profiles. The findings revealed that real-time customer support, social media engagement, personalized recommendations, and user-friendly interfaces are the key drivers of customer satisfaction. Real-time engagement, in particular, was seen as the most effective strategy for reducing customer complaints. Significant differences in satisfaction were found based on age, educational background, frequency of online shopping, and familiarity with digital platforms, while gender did not show significant influence. The study concluded that online engagement strategies are essential for enhancing customer satisfaction, but businesses face challenges such as technological limitations and resource constraints. Personalization and data analytics were identified as crucial areas for improvement. The study recommends that e-businesses invest in real-time support systems, enhance user interface design, strengthen social media engagement, and tailor strategies based on customer profiles. Addressing challenges related to technology and resource allocation will further optimize online engagement and improve overall customer satisfaction.

Keywords: Online engagement, customer satisfaction, e-business, real-time support, personalization

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