International Journal For Multidisciplinary Research

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Impact of Free Shipping to Consumer Satisfaction and Loyal as Online Business Marketing Technique in NCR - Philippines

Author(s) Jenelyn Bagalayos Oguing, David Emerson Talamisan Masayda, Dr. Zenaida Adan Gueta, Mr. Julius Bautista Mesina
Country Philippines
Abstract The study, which meticulously examined the Impact of Free Shipping on Consumer Satisfaction and Loyalty as an Online Business Marketing Technique in Metro Manila, 2024–2025, utilized a descriptive-correlational research design to quantitatively analyze the influence of this key logistical strategy on consumer behavior among active online shoppers in the National Capital Region. Grounded in the Expectation-Confirmation Theory (ECT) and the Commitment-Trust Theory of Relationship Marketing, the research addresses the local empirical gap by investigating how free shipping, as the independent variable, directly affects Customer Contentment (satisfaction) and Buying Loyalty (dependent variables). The methodology involved administering a researcher-made questionnaire to a sample of online shoppers in Metro Manila who have utilized free delivery services, with the primary objective of testing the null hypotheses, such as Ho1 Free shipping has no significant relationship with customer contentment, at the 0.05 level of significance. The findings are expected to establish a highly significant positive relationship between the provision of free shipping and both consumer satisfaction and buying loyalty, confirming that eliminating shipping costs meets consumer expectations and translates directly into customer retention and repeat purchase behavior. Ultimately, regression analysis is anticipated to confirm the significant predictive power of free shipping, underscoring its essential role in driving market share and ensuring long- term profitability by strengthening trust and commitment in the competitive Metro Manila e-commerce market.
Keywords free shipping, consumer satisfaction, buying loyalty, online business, marketing technique, customer contentment, repeat purchase behavior.
Field Business Administration
Published In Volume 7, Issue 6, November-December 2025
Published On 2025-12-04
DOI https://doi.org/10.36948/ijfmr.2025.v07i06.62456
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