Impact of E-commerce on Customer Relationship: A Case Study of eBay

This case study evaluates the impact of ecommerce on customer relationship within the context of eBay. It assesses the role of e-commerce in the retail industry, discovers the importance of e-commerce for the firms, and evaluates the challenges associated with the e-commerce. The study collected data from both primary and secondary sources and used a combination of convenience and purposive sampling. The findings showed that customers face issues related to lack of information, physical presence, quality, and hesitation while purchasing goods. The study suggests that eBay needs to improve its information area and website features to gain competitive advantages.

TASK 4

INTRODUCTION
Constant advancements in Information and Communication field
have facilitated the emergence of phenomenon named E-
commerce
At present, great transformation can be seen in the traditionally
accepted business practices.
. Due to presence of e-commerce, more and more corporations are
entering into the market.
They are driving into this direction because it is helping them in
reaching to a wide section of customers.

BACKGROUND OF THE
ORGANIZATION
eBay is an American multinational corporation giving consumer to
consumer and business to consumer sales services through
internet
Mission of the organization is to provide a global online
marketplace where every individual can trade anything in a
practical manner.
Their aim is to provide the consumers new ways of shopping every
time.

RESEARCH AIM & OBJECTIVES
Aim
The major aim of the research is to evaluate the impact of e-
commerce on customer relationship within the context of eBay.
Objectives
To assess the role of e-commerce in the retail industry.
To discover the importance of e-commerce for the firms.
To evaluate the challenges associated with the e-commerce.

DATA COLLECTION
For this study, information has been collected from both the
sources. Primary data has been collected by using the technique of
questionnaire.
It is a semi-structured questionnaire consisting of open ended and
close ended questions
Secondary data has been collected from relevant books, journals,
newspapers, magazines, internet etc.

SAMPLING AND SAMPLE SIZE
For this research a combination of convenience and purposive
sampling has been applied.
These two are appropriate because the investigation requires
collection of primary data from customers of eBay only
The selected sample size for the respondents is 30

DATA ANALYSIS
Age

FOR HOW LONG YOU HAVE
BEEN THE CUSTOMER OF EBAY?

ARE YOU SATISFIED WITH THE
SERVICES OFFERED BY EBAY?

WHICH OF THE FACTORS
INFLUENCED YOU TO BUY GOODS
ON EBAY

PLEASE RATE THE SERVICES OF THE EBAY
WEBSITE ON FOLLOWING PARAMETERS

ISSUES FACED BY THE CUSTOMERS
The respondents were asked about the issues faced by them during
performing online shopping. The findings showed that most of the times,
customers are not able to identify which option to select.
This happens due to lack of information and knowledge. Further there is
an issue of physical presence.
Consumers cannot avail the demo of the products before purchasing them.
Another drawback is the lack of description and due to this people cannot
identify whether the goods are suitable for them or not.
Lack of quality is another issues as the delivered products are different
from what has been purchased.
Another issue is the hesitation which is faced by the customers during
purchasing the goods.

GIVE YOUR SUGGESTIONS FOR
IMPROVEMENTS IN THE SERVICES?
Opinions of the respondents were asked for improvement in the
services.
Majority of them responded that improvements are needed in the
information area.
Customers need to derive more description about the products so
that they can take more sound decisions.
Ebay must also concentrate on improving its website features as
its rivalry companies are having more advanced website features.
It will help in gaining competitive advantages.

CONCLUSION
E-commerce is the most highly preferred business tool by the
companies. It is playing a major role in maintaining long term
healthy relations with the customers.
It is also proving useful in increasing the profits and sales and at
the same time, is also saving lot of costs and expenses
E-commerce is taking the retail industry to height of success.
Online shopping has become habitual with the customers and it is
being done on a large scale

CONTINUED
Ebay has succeeded in achieving a good rate of customer
relationship. The brand has achieved success due to many reasons
Success is also achieved through use of multi-level sales strategy.
Customer reviews are considered very crucial part of the
company’s strategy

REFERENCES