Customer Satisfaction and Profitability in Australian Ecommerce Market

Running head: CASE STUDY OF AMAZON
Customer Satisfaction and Profitability in Australian Ecommerce Market
Name of the Student
Name of the University
Author note

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CASE STUDY OF AMAZON
Table of Contents
1. Introduction:............................................................................................................................1
2. Project objective:.........................................................................................................................1
3. Project scope:...............................................................................................................................1
4. Literature review:.........................................................................................................................2
4.1. Introduction:.........................................................................................................................2
Customer satisfaction model:......................................................................................................2
Marketing mix:............................................................................................................................3
Capital generation:.......................................................................................................................5
5. Research questions/hypothesis:...................................................................................................6
5.1. Primary question:..................................................................................................................7
5.2. Secondary questions:............................................................................................................7
6. Research design and methodology:.............................................................................................7
6.1. Qualitative research:.............................................................................................................7
6.2. Quantitative research:...........................................................................................................7
7. Research limitations:...................................................................................................................8
8. Time schedule (Research plan):...................................................................................................8
9. Conclusion:..................................................................................................................................9
10. Reference lists:.........................................................................................................................10

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CASE STUDY OF AMAZON
1. Introduction:
The ecommerce today plays a very significant role in ensuring customer satisfaction in
developed markets like Australia. Australian Postal Corporation reports that Australian
consumers spent a whopping $ 21.3 billion buying goods using ecommerce and on average a
fifth of all ecommerce transactions take place in Australia (auspost.com.au 2018). This report by
the Australian Post lays the perfect background for the aim of the paper. The primary aim of the
paper would be to explore how the Australian ecommerce market integrates customer
satisfaction and profitability. The study would be conducted by taking the global ecommerce
leader commanding business of almost half of the ecommerce market, Amazon (CNBC.com
2018).
2. Project objective:
The main objective of the project is to study how customer satisfaction ensures
profitability in the ecommerce market. As pointed out, the market considered for the study would
be Australia with Amazon as the representative of the ecommerce market by virtue of its apical
position. The secondary objective would be to study the challenges which the ecommerce
companies face while ensuring customer satisfaction in Australia.
3. Project scope:
The scope of the project would consist of studying the roles customer satisfaction plays in
ensuring profitability in the ecommerce market and how the ecommerce companies are taking
steps to boots this customer satisfaction to enhance their profits./ The scope of the project would
also include taking a tour to the capital generation since major ecommerce companies are listed
companies. The scope of the project would however not include human resource aspects except

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CASE STUDY OF AMAZON
the training and develop aspects. The scope of the study would once again taken Australia as the
market and Amazon as the company to for study.
4. Literature review:
4.1. Introduction:
The literature review would explore works of different authors to understand the
relationship between customer satisfaction and profitability which ecommerce companies
integrate to sustain in the market.
Customer satisfaction model:
Customer satisfaction model stands on three components namely, customer satisfaction,
market share and ultimately profits. Yi and Nataraajan (2018) in their work defines customer
satisfaction as the power of companies to surpass the expectations of customers to create a sense
of satisfaction among them as the outcome of consumption of a product.
Figure 1. Customer satisfaction
Customer satisfaction
Appropriate
marketing mix
Market share
customer
satisfaction and
shareholder
support
Profits
Competitive
advantage and
stakeholder support