• Donalou D. Doydoy
• Alcuizar, Dindo L.

This study investigated the predictive relationship between online selling attributes and marketing strategies on customer satisfaction among users of Monkayo Online Palengke. Grounded in Social Exchange Theory, the research aimed to address the increasing importance of consumer satisfaction in the context of digital commerce. Utilizing a descriptive-correlational design, data were collected from 419 systematically sampled respondents aged 18 and above who had prior online shopping experience. The study examined specific online selling attributes, including product variety, delivery, security, and information quality, along with marketing strategy components such as product, pricing, promotion, and distribution. Findings revealed that both online selling attributes and marketing strategies significantly predicted customer satisfaction, with marketing strategies—particularly promotion and pricing—having a greater impact. Product delivery emerged as the most influential among the selling attributes, while information quality and privacy showed comparatively lower, yet relevant, effects. Overall, customer satisfaction was high, though areas such as privacy and security require further enhancement. The study provides empirical insights valuable for e-commerce platforms and local businesses, highlighting critical factors that influence customer satisfaction and offering practical recommendations for improving service quality and strategic marketing in the online retail environment.

Customer Satisfaction; Online Selling Attributes; Marketing Strategies; E-commerce; Monkayo Online Palengke

"ONLINE SELLING ATTRIBUTES AND MARKETING STRATEGIES AS PREDICTORS OF CUSTOMER SATISFACTION OF MONKAYO ONLINE SHOPPERS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 5, page no.h141-h148, May-2025, Available :http://www.jetir.org/papers/JETIR2505815.pdf

"ONLINE SELLING ATTRIBUTES AND MARKETING STRATEGIES AS PREDICTORS OF CUSTOMER SATISFACTION OF MONKAYO ONLINE SHOPPERS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 5, page no. pph141-h148, May-2025, Available at : http://www.jetir.org/papers/JETIR2505815.pdf