Customer level of satisfaction of packaging and shipping of K-pop shops among social media platform users / Alpas, Kimberly R. Becares, Angel Anne T. Gavia, Jan Maxine S. Gonzales, Arianne R. Miaral, Jastine Marie B. Sarinas, Julia Charisse B. 6

Business Research: (BSBA major in major in Operations Management) - Pamantasan ng Lunsod ng Maynila, 2024. 56

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ABSTRACT K-Pop's explosive popularity has ignited a dynamic online marketplace in Metro Manila, catering to a dedicated fan base of young women. These passionate consumers actively support their idols through regular merchandise purchases, which is vital to the industry's growth. Online stores strive to stand out through unique packaging and efficient shipping management, ensuring customer satisfaction by prioritizing aesthetics, quality, environmental responsibility, competitive costs, and reliable couriers. Despite the associated expenses, fans remain loyal, demonstrating their unwavering enthusiasm through official merchandise purchases. Investigating this dynamic landscape indicates a vital target audience aged 18-32, emphasizing their essential contribution to market sustainability. Their willingness to pay for premium packaging reflects their appreciation for quality and aesthetic appeal. J&T emerges as the clear favorite for K-Pop merchandise delivery, while X app, Shopee, and TikTok are the most preferred popular online shopping platforms. Understanding these preferences empowers businesses to tailor their strategies and effectively cater to their target audience. The research further explores the influence of packaging on customer satisfaction, revealing a significant impact of fees on perceptions of eco-friendliness, durability, and freebie inclusion. However, the influence of design on brand recognition and shop promotion is less pronounced. Identifying a price range of 15-20 pesos for packaging strikes a valuable balance between being affordable, considering the environment, and ensuring durability. Additionally, incorporating freebies into higher-priced packages is found to enhance customer satisfaction. Ultimately, the study examines how Metro Manila residents evaluate couriers. J&T consistently receives high marks for its customer service aspects, solidifying its position as the preferred choice. Notably, residents perceive LBC's local shipping costs as lacking transparency compared to J&T. This, along with shipping methods and packaging fees, emerges as a critical factor influencing courier selection, highlighting the multifaceted decision-making process within K-Pop e-commerce. By providing insightful information about Metro Manila's K-Pop consumer landscape, this research empowers businesses to optimize their service delivery and stakeholder engagement strategies, ensuring their success in this dynamic and rapidly expanding market. KEYWORDS Customer Satisfaction, Packaging, K-pop Shops, Shipping, Social Media Platforms.

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