Amazon Company Marketing : Assignment

Added on - 15 Jan 2020

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DISSERTATIONAn investigation into how Amazon achieve customersloyalty in UK
TABLE OF CONTENTSChapter 1- Introduction....................................................................................................................3Research Title..............................................................................................................................3Background of the study..............................................................................................................3Research aim and objectives........................................................................................................4Research questions.......................................................................................................................4Rational of the study....................................................................................................................4Significance of the study..............................................................................................................5Framework and analyzes.............................................................................................................6Chapter structure..........................................................................................................................6Gantt chart....................................................................................................................................7Chapter 2- Research Methodology..................................................................................................8Introduction..................................................................................................................................8Research philosophy....................................................................................................................8Research design...........................................................................................................................9Research approach.......................................................................................................................9Research design.........................................................................................................................10Data collection...........................................................................................................................10Sampling....................................................................................................................................11Data analyses.............................................................................................................................11Ethical considerations................................................................................................................12Validity and reliability...............................................................................................................12Research limitations...................................................................................................................13Chapter 3 – Data Analyses.............................................................................................................14Introduction................................................................................................................................14Discussion..................................................................................................................................14Chapter 4- Conclusion and Recommendation...............................................................................25Conclusion.................................................................................................................................25Recommendation.......................................................................................................................26References......................................................................................................................................272
CHAPTER 1- INTRODUCTIONResearch TitleTo investigate ways through which Amazon achieve customers loyalty in UK”.Background of the studyIn the modern globalized era organizations are suffering from high competition. Thereare many firms those which are offering same quality products at lower rates to consumers. Thatinfluence the mind of users and they get diverted to other brands. In such complex environmentit is necessary for the corporation to offer unique products and services that can help in makingthem loyal towards the organization (Ansari and Riasi, 2016). Customer loyalty is the onlyphrase that is commonly used by corporations in modern business today. It is one of thebeneficial tool that helps in increasing profit of entities and sustaining in the market for longerperiod. Customer loyalty can be explained as attract potential buyers towards the brand and makethem force to repurchase the goods of the organization. For making loyal to potential buyersorganizations try to understand their buying behavior, needs and wants so the company can offerthem satisfactory products as per their requirements, that will support in making them loyaltowards the entity (Vazifehdoost, Rahnama and Mousavian, 2014). There are several ways whichare helping the Amazon is making consumers loyal towards the brand. Cited firm can developrelationship with the individual customers, taking feedback, create flexible environment,effective communication, circulation of clear massage etc. These are basic tricks which are usingby Amazon for achieving customer's loyalty in UK.In the globalized era companies are forcing its managers to pay more attention onconsumer loyalty factor. Through this enterprise can gain long term stable growth and canincrease its profit percentage (Roy and Butaney, 2014). Present dissertation is based on Amazonwhich is world's largest retailer that offers online services to clients. It is customer - centriccompany that believes that it is necessary to listen the demands of customers, if company do notlisten properly then it will get failed. Purpose of current study is to investigate the ways throughwhich Amazon make its consumers loyal towards the brand. Developing relationship is the mosteffective way that helps in making business successful. Competition is high companies are3
implementing several techniques to attract number of clients towards the organization (Nguyen,Simkin and Canhoto, 2015). Managers pay more attention on improving loyalty of users in orderto gain competitive advantage.Investigation will shed light on concept of consumer loyalty in the modern businessworld. Furthermore, it will discuss the significance of customer loyalty for Amazon in UK.Dissertation will describe several strategies that are applied by Amazon to make regularcustomers to loyal once (Fraering and S. Minor, 2013). In addition, it will suggest several waysthrough which cited firm can enhance loyalty of users towards the brand.Research aim and objectivesAim:The main aim of the dissertation is to investigate ways through which Amazon achievecustomers loyalty in UK.Objectives:On the basis of topic, several objectives have been developed by researcher, which aredescribed as below:To understand the concept of customer loyalty for organizationsTo determine importance of customer loyalty for Amazon in UK.To identify the strategies that are applied by Amazon to make regular customers to loyalonce.To recommend way to improve customers loyalty towards Amazon in UK.Research questionsWhat is the conceptual frame work of customer loyalty?What are the importance of customer loyalty for Amazon in UK.What are the strategies that can help Amazon to make regular customers to loyal once?How Amazon can improve customers loyalty in UK market?Rational of the studyCustomers are assets of the organization, they can influence the overall businessoperation of entity. If consumers are loyal and dedicated towards the brand then it can help inincreasing revenues of the entity (Azad and Hassanabadi, 2013). Research title is to investigateways through which Amazon achieve customers loyalty in UK. This is the vast topic and many4
researches have been conducted on the same subject matter. There are many factors that cansupport in making them loyal such as quality of products, pricing, after sales services, otherfacilities etc (Aksoy and et.al, 2013). These are elements impact on the business unit andinfluence mind of users to great extent. With the help of these component's researcher canprepare a good dissertation.On the subject matter there are sufficient data available so it would be easy for thescholar to conduct a study on this topic. Availability of information will support in drawing avalid conclusion and finding ways that can assist in increasing loyalty of consumers. Investigatorhas huge interest in the subject thus, individual can research deeply and can find out root causeof factors that influence the buying behavior and make them positive towards the entities (El-Manstrly and Harrison, 2013). Scholar has experience of many years in the online marketing andconsumers preference thus person can prepare a goo dissertation about consumers loyalty.As researcher is planning to collect the data from managers of Amazon group, they areinternal stakeholders and they can give reliable information about the subject matter. That canhelp investigator in preparing a good study. The main reason of selecting this topic is thatscholar can collect accurate information about the products and consumers ranking. That wouldhelp in knowing the ways through which cited firm is satisfying needs of consumers and makingthem loyal towards the brand (Habel and et.al, 2016).Significance of the studyCustomers are important part of business, their activities and buying behavior caninfluence the profit of the companies to great extent. Entities are working in such manner whichcan help in making them loyal towards the brand. If organizations offer them satisfactoryproducts and services then it will attract more consumers and it will help in making them loyaltowards the brand (Aksoy and et.al, 2013). With the help of this investigation Amazon group willget to know about factors that can influence the mind of users. In addition to this company willbe able to identify the strength which are supporting the organization in increasing loyalty ofconsumers.This dissertation will assist in identifying the ways that can enhance loyalty of customersand can increase retention rate of users. It would support Amazon group in establishing itsbusiness in the United Kingdom. UK is the nation in which there are many firms which are5
giving online services to clients (Nguyen, Simkin and Canhoto, 2015). There are many onlineretail organizations that offers quality goods to consumers so with the help of this studyresearcher will identify strategies that can support in increasing satisfaction and loyalty of clientstowards the brand.Framework and analyzesResearch design: In the present study scholar will use the descriptive design. It would bebeneficial for the researcher and with the help of this individual will be able to preparequestionnaire and relevant in formation will be collected by the investigator (Bryman andBell, 2014).Research philosophy: In the present dissertation, scholar will take support of positivismphilosophy, that would help in conducting a good study.Research approach: There two types of approach inductive and deductive. In the presentstudy researcher will go with inductive approach (Karp and et.al, 2016).Sampling:Scholar will collect that data from managers of Amazon group, they will besuitable person those who can give good information about consumer loyalty.Data analyzes: Thematic approach will be used for analyzing the data.Chapter structureThere are several sections include in this dissertation, with the help of these chapter'sresearcher will be able to accomplish objective of the study. Description of several chapters areas below:Chapter 1: Introduction:It is the first chapter of dissertation in which researcher willintroduce the topic. Discussion about customer loyalty in the Amazon will be done in thissection and investigator will develop aims and objective of the study. Rationale andsignificance of the investigation will be discussed in this part.Chapter 2- Research methodology: It is the next phase in which methodologies will bediscussed in detail. Researcher will take support of several tools and techniques that canhelp in drawing a valid conclusion. Research design, philosophy, sampling, data analyses,ethical consideration, research limitation will be described in this chapter.Chapter 3- Data analyses:It is the next phase of dissertation, in which investigator willanalyze the available information deeply. There are several methods of analyzing thy data6
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