Customer Satisfaction and Brand Loyalty

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CUSTOMER SATISFACTION AND BRAND LOYALTY INCASE OF ONLINE RETAILING COMPANIES - CASE STUDYOF ARGOS
Table of Contents1. Introduction............................................................................................................................31.1 Background and Context..................................................................................................31.2 Problem Statement...........................................................................................................31.3 Research Aim and Objectives..........................................................................................41.4 Research Questions..........................................................................................................41.5 Significance of the Research............................................................................................42. Literature Review...................................................................................................................52.1 Customer satisfaction through social media in retail network business..........................52.2 Effects of consumers’ brand-loyalty................................................................................53. Methodology..........................................................................................................................63.1 Research Philosophy........................................................................................................63.2 Research Approach..........................................................................................................73.3 Research Design...............................................................................................................73.4 Methods & Sources..........................................................................................................83.5 Ethical Consideration.......................................................................................................83.6 Research Schedule...........................................................................................................8References................................................................................................................................11Page |2
1. Introduction1.1 Background and ContextArgos, mostly throughout its official website, mobile platforms, 850+ outlets as well asacross the internet, has become a major UK virtual retailer offering over than 60,000 items.Argos has been the biggest toy retail company throughout the United Kingdom as well as apioneer in home products and electronic items across the marketplace.Official website of the Argos is become the 3rd most accessed website within the UnitedKingdom, with about a billion visits annually. Over than 50% of Argos' purchases aredigitally and about 120 million consumer purchases actually occur annually in retail outlets.For over 90 percent of UK postal codes, 7 days per week, Argos' Fast Track distributionnetwork is open, and it already becomes the market leading facilities for the customers, aswell as Fast Track Collection provides pick-up without any cost from any supermarket within60 seconds, deliver within the same day of order (Argos.co.uk., n.d.).1.2 Problem StatementArgos acknowledged that buyers want social encouragement from common networks with alarge foundation of digital consumers as well as greater than 850 shops, and also that soakingthroughout the integrated opinions and reviews is necessary to grow customer purchasingactivities across the entire year. Argos has established a significant Customer-generatedcontent (CGC) venture in collaboration with Bazaarvoice from 2008, collecting suggestionsand experiences to perform consistently and helping other customers make good buyingchoices for all of their products (Bazaarvoice., n.d.).Effective brand equity retention generates visibility and develops client loyalty-in manyinstances as the 2 are interconnected, as well as for that purpose, while activities areimportant for each and every phase of the customer journey, this reflects the starting pointand endpoint of the feedback loop of a business. Validating customer trust enhances thestrength of a company's consumer experience, and that is for which, Argos tried to addressmost of certain questions about customer loyalty previously with a restructuring campaignthat sought to articulate the brand's individuality and spirit (Hong, 2015).Page |3
1.3 Research Aim and ObjectivesThe research will be aimed at finding different effects of customer satisfaction and brandloyalty throughout the business process of the digital retailing organization named Argos forBusiness, UK.The research objectives will be:To evaluate effectiveness of customer satisfaction by analysing the ArgosTo evaluate the brand loyalty of customers towards the ArgosTo implement primary research process to understand the perception of the employeesof ArgosTo find the issues impacting the consumer satisfaction and brand loyalty for Argos aswell as other online retail companies.To provide the proper strategies to enhance the customer satisfaction and brandloyalty for Argos and other online retail brands.1.4 Research QuestionsThe research questions will be:Are the customers of Argos satisfied with the products and facilities?Are the customers loyal to the brand of Argos?What are the opinions according to the employee of the Argos about those facts?Which factors are impacting the customer satisfaction and brand loyalty of Argos andother online retail brands?How Argos and other online retail companies can improve the strategies to improvethe customer satisfaction and brand loyalty of customers?1.5 Significance of the ResearchImportantly and exponentially, the idea of digital retailing as well as the use of the web as amedium to promote and purchase goods and facilities has grown. With these kind of fastgrowth of the dimensions, however, consumers experience certain beneficial and detrimentalconsequences in comparison to these. While there is many significant research related todigital purchasing and consumer service, the equivalent is not apparent throughout this areafrom the viewpoint of every company 's staff members. The study which will be involved istherefore special and also relevant. The key aim of the study will be to consider theorganizational dimensions of digital retailing firms and also to analyse the consumerengagement throughout the context of that as well. After all, mostly with exponential growthPage |4
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