DIGITAL MARKETING: EVALUATING CUSTOMER SATISFACTION AT RINA’S FLOWER SHOP

Abstract

Since its establishment in 2009 in Araneta City, Cubao, Rina’s Flower Shop has experienced steady growth despite ongoing challenges such as slow sales and marketing obstacles. In the current digital era, businesses leverage online platforms to build stronger connections with their customers. However, the extent to which digital marketing influences customer satisfaction at Rina’s Flower Shop remains uncertain. This study seeks to assess the impact of digital marketing on customer satisfaction by examining key factors including perceived quality, customer expectations, and perceived value. A descriptive-comparative research design was used to survey 100 customers selected through convenience sampling. The results indicate that age, gender, and purchase frequency significantly affect customer satisfaction. Younger customers and those who buy frequently tend to prefer faster, more interactive digital services. The strengths identified include customer service (scoring 3.70), website organization (3.68), and marketing consistency (3.68). However, issues such as slow response times (76%), a lack of engaging content (69%), and confusing navigation (55%) have negatively impacted satisfaction levels. Additionally, frequent buyers and customers of event services have higher expectations and perceive greater value. Improving social media engagement, enhancing website navigation, and implementing QR codes along with loyalty programs are essential for increasing customer satisfaction and fostering business growth.