COMPARATIVE ANALYSIS OF CUSTOMER EXPERIENCE: ONLINE VERSUS OFFLINE STORE

Abstract

Customer experience obstacles include difficulties in understanding and meeting customer expectations, managing multiple communication channels, and resolving concerns promptly. This study assesses and compares customer experience in online and offline purchases at Hannah’s Food Hub in Phase 2 Urban Payatas B, Quezon City. By identifying areas of strength and weakness in both channels, this study aims to inform strategies for enhancing overall satisfaction and loyalty. This study employs a quantitative descriptive design. Fifty customers who purchased from both the online and offline stores received structured survey questionnaires. The instrument measured dimensions of ease of purchase, service quality, responsiveness, and overall satisfaction. Collected data were analyzed using descriptive statistics and paired sample t-tests to compare experiences across shopping environments. This study provides a brief yet informative overview of the research issue by focusing on the objective measurement and analysis of data. The research population consists primarily of individuals aged 19–25 years, with a majority being male. The study assessed these components to gain a deeper understanding of consumer preferences and perspectives when purchasing through both online and offline stores. The findings aim to support the improvement of the overall customer experience and enhance Hannah’s Food Hub services across both sales platforms. The findings indicated that customer experiences in online and offline stores were comparable, suggesting that Hannah’s Food Hub has achieved uniform service standards across its channels. Maintaining this consistency is crucial for building trust and encouraging repeat business. It is recommended to continue monitoring customer feedback in both environments and to leverage best practices identified in one channel to enhance the other.