Impact of Information Systems in Retail Business within USA

This research project focuses on the impact of information systems in retail business within the USA. It analyzes the effects of information systems on the management of customer relations in large online retail businesses such as Amazon, BestBuy, and Walmart. The study aims to understand the influence of information systems on the operations of these businesses and provide recommendations for small and medium enterprises in the same industry. The research methodology includes a literature review and analysis of secondary data. The findings will contribute to enhancing knowledge and understanding of information systems in the retail sector.

Research Project

Table of Contents
CHAPTER ONE: PROJECT PROPOSAL......................................................................................4
1.1 Topic.....................................................................................................................................4
1.2 Title of the research...............................................................................................................4
1.3 Background of the research...................................................................................................4
1.4 Rationale of research.............................................................................................................5
1.5 Significance or importance of research.................................................................................5
1.6 Aim of research.....................................................................................................................6
1.7 Objectives of the research.....................................................................................................6
1.8 Theory overview...................................................................................................................6
1.9 Method of analysis................................................................................................................7
1.9.1 Evidence..................................................................................................................................8
CHAPTER TWO: LITERATURE REVIEW..................................................................................8
2.2 Impact that Information systems have on the operations of large online retail businesses
within the USA............................................................................................................................9
2.3 Usage of information systems highly affects the customer service relations.....................11
2.4 Recommendations on how use of these systems can help SME’s within the same industry.
...................................................................................................................................................12
CHAPTER 3: METHOD OF ANALYSIS....................................................................................14
3.1 Type of investigation...........................................................................................................14
3.2 Research philosophy...........................................................................................................14
3.3 Research Approaches..........................................................................................................15
3.4 Data collection....................................................................................................................15
3.5 Ethical considerations.........................................................................................................15
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CHAPTER 4: DISCUSSION, RECOMMENDATION AND CONCLUSION............................17
4.1 Discussion...........................................................................................................................17
4.2 Recommendations...............................................................................................................18
4.3 Conclusion...........................................................................................................................19
REFERENCES..............................................................................................................................20
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CHAPTER ONE: PROJECT PROPOSAL
1.1 Topic
The impact of information systems in retail business within USA.
1.2 Title of the research
An analysis of the impact of information systems used for processing data in large online
retail businesses such as amazon.com, bestbuy.com and WalMart.com within the USA, and its
effects on their Management of Customer Relations.
1.3 Background of the research
Information technology mainly called as IT refers to the consumption of computers in order to
retrieve, store, manipulate, transmit information and data. IT is commonly used in reference to
business operations which is just opposite to the personal as well as entertainment technologies.
It has also been said that IT considered as the subset of information & communications
technology. In addition to this, an information technology system refers to the information
system, communications system and a company system which consist of software, hardware as
well as peripheral equipment which is operated by only specific group of users (Logan, 2020). In
this report, Walmart is the organization chosen by the researcher which is an American
international retail corporation which usually operates the range of hypermarkets, grocery stores,
discount department stores. Its headquartered in located in Bentonville, Arkansas and was
founded in the year 1962 by Sam Walton & was incorporated in October 31, 1969. According to
April 30, 2020, it has been identified that Walmart has around 11,484 stores as well as clubs in
the almost 27 countries where they operate with around 56 different names. Another organisation
which is chosen in this research is Amazon, which is an American multinational technology
organization mainly based in Seattle which emphasize on cloud computing, e-commerce, digital
streaming, AI or artificial intelligence. This organization was founded by Jeff Bezos in the year
1994 which is considered as one of the biggest technology companies (Lee, 2017). Apart from
this, Best Buy Co., Inc. Is also chosen as the base entity which is also an American international
consumer electronics retailer business entity. The headquartered of Best Buy is based in
Richfield, Minnesota. The company was basically founded by Richard M. Schulze & James
Wheeler in the year 1966 which was known as Sound of Music. In this
context,higherauthoritiesof the business entity planned to conduct a research on this topic so their
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knowledge related to information technology system will be increased. The investigation will
also assist in examining the ways with the help of which they can easily maintain positive
relationship with their customers at the market place of USA. For this, aim and objectives related
to the topic are framed by the researcher in an effective and appropriate manner. Along with this,
the present research includes all the information based on secondary method which is quite
effective and efficient method (Wamba and et. al., 2017).
1.4 Rationale of research
Presently, information technology capabilities have changed from their traditional roles
in the business sector and have been transformed as a means to create competitive advantages
and increase market share, (Alavitalab, 2017).
Large retail companies that have an online presence have been able to use their
information systems to store customer data and have used that information to help other
customers and have noticeably profited more than SMEs in both their IT-enabled improved sale
and costs saving because the SME’s rate of adopting IT systems have remain relatively low.
SME’s that do not implement Information systems into their operations have failed to realize
maximum benefits and profitability from investment in personnel, equipment, and business
processes. SME’s account for a major part of a country’s workforce, but their limited resources
and lack of managerial foresight usually prevents them from implementing such systems
(Ghobakhloo, 2011).
Additionally, the profitability and benefits of having adequate Customer management
relationship in businesses not only depends on the use of quality information systems but also on
service orientation and service processes. This is an area which large online businesses have
effectively made use of, but SME’s are still lacking in (Ku, 2010).
Hence the rationale of this study is to investigate the impact that Information Systems
technology have on large online retail businesses and identify how their approaches can help
SME’s to realize maximum benefits such as better management of customer relations and
increased profits from the investment and use of information systems. This study will also help
future researchers to under the intricacies of Information systems as well as small to medium
enterprises managers to enhance their knowledge and understanding of how the administration of
their business using information systems will be improved in an effective manner (Jha and et. al.,
2020).
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1.5 Significance or importance of research
The current investigation provide detail knowledge about the concept of information
technology systems and its impact on managing customer relationship effectively. All these will
assist in performing each and every activity related to processing data in the large onlinebusiness
sector (Abbasi, Sarker and Chiang, 2016). This is the research which is quite significant for
student’s as well as for the organization and for other Scholar’s who are going to conduct the
investigation in near future. If talking about company, by conducting this research their overall
performance and profitability will be increased in the competitive market place.
1.6 Aim of research
The research aim for current study is “To analysis the influence of information systems
used intheprocessing data in large online retail businesses within USA as well as its effects on
their Management of Customer Relations.”
1.7 Objectives of the research
 To conduct an analysis of the impact that Information systems have on the operations of
large online retail businesses within the USA.
 To determine how the use of these systems affects customer service relations
 To analyse the role of management information system in order to encourage effective
customer relation in SME's.
1.8 Theory overview
The present investigation is based on the topic To analysis the influence of information
systems used in the processing data in large online retail businesses within USA as well as its
effects on their Management of Customer Relations.” This is the research for which aim and
objectives are developed by investigators on the basis of which whole investigation are going to
be conducted. For this information from various different secondary sources are gathered by
researchers related to the topic which assist in drawing valid conclusion in an effective and
appropriate manner (Grover And et. al., 2018). The first objective is to examine the impact of
information technology systems on the business operations of large scale business enterprise.
According to an analysis in the present competitive environment where technology is growing on
fastest manner and it becomes essential to adopt upgraded technologies and equipment for
maintaining the level of competition. Use of information technology systems have their own
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positive and negative impact on the business performance at the marketplace of USA. Another
objective framed by researcher is how these systems are going to be used by investigator for
maintaining positive and strong relationship with their customers at the market. There are some
methods with the help of retailing sector can implement information technology systems within
their organization in an effective manner and can develop positive relationship with their
customers in an efficient manner (Akter And et. al., 2016). . According to the last objective,
recommendations are given to the small and medium business entity about how these systems are
going to be useful for them while doing their business functions at the marketplace of USA.
1.9 Method of analysis
In the present investigation, researcher is going to adopt various methods and techniques with the
help of which they can easily gather relevant information and data related to the specific topic. It
is the strategy which includes various sort of elements such as research approaches, research
philosophies, research strategy, sampling, time horizon, techniques, methods of data collection,
procedure and many more (DeLone and McLean,2016).Themost essential as well as significant
elements are going to be discussed as follows:
Research Philosophy: It refers to the belief on the basis of which information is being
collected, examined as well as evaluated in order to produce positive outcomes. There are two
main types of research philosophy which includes positivism as well as interpretivism. In
reference to the present investigation, researcher adopts interpretivism philosophy for developing
positive outcome on the basis of information gathered from human being.
Research Approach
There are mainly two approaches one is inductive other one is deductive. In reference to
deductive approach, researcher adopt this method as it is based on quantitative method which
includes all the facts, figures and numerical data. This is the approach which is quite helpful in
order to draw valid outcome on the basis of deductive research approach. Therefore, researcher
adopt inductive research approach for conducting the whole investigation in a proper and
systematic manner.
Research Methods
For gathering data and information there are mainly two types of research method used by
researcher so that they can produce authentic and accurate outcome on the basis of information
gathered by researchers. These methods are quantitative as well as qualitative research method.
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In reference to quantitative research all the information gathered by researchers are in the form
of numerical whereas in term of qualitative research method all the information which are not
including facts, figures, graphs are comes under this (Soto-Acosta, Popa and Palacios-Marqués,
2016). In the present research, Qualitative method is the used by researcher where every
information gathered by them are in detailed manner.
Data collection
There are two types of data collection method which includes primary as well as
secondary method. In case of primary method all the information are gather for the first time and
for this researcher use questionnaires, survey, online polls and many other methods. Whereas in
case secondary method all the information gathered by investigator are available on various
online platforms, books, journals and many other publications. In this research, investigators use
only secondary research methodology which is cost as well as time effective. As a result, all the
information are being gathered by the researcher on the specific topic with the help of online
websites, newspaper, books, articles, journals and many more.
1.9.1 Evidence
It has been said that data gathered for the present investigation is in the form of qualitative
secondary method of data collection which assist in providing guarantee for the validity of
research. In the present research, data was collected by researchers with the assistance of
different databases like Goggle Scholar, journals, peer-reviewed articles, books and journals
related to information system which assist in maintaining positive relationship with customers in
the field of retail sector (Brynjolfsson, Mcafee, 2017). At first total number of 20-30 articles has
been reviewed which assist the investigator in order to gather information which are authentic
and accurate needed to conclude the whole investigation. Apart from this, it has also been said
that all the article’s which has been gathered and reviewed are not more than 10 years so that
they can ensure the validity of research.
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CHAPTER TWO: LITERATURE REVIEW
The second sector is literature review analysis which is mainly divided into three parts
where main focus is on the impact of information system on processing data as well as its affect
on the managing customer relationship within online retailing sectors which aimed to understand
the whole topic in an effective and appropriate manner (DeLone and McLean, 2016). The main
focus is based onamazon.com, bestbuy.com and WalMart.com as these are the largest online
business sector. It is said that Amazon, BestBuy and Walmart are the three biggest online
business which deals on online platform and satisfy the requirements of customers in an efficient
and effective manner. It is a section which consist of gathered information from various online
articles, google scholar, journals and many more which assist in collecting information and data
related to the topic (Randall, Goel and Abujamra, 2017).
2.2 Impact that Information systems have on the operations of large online retail businesses
within the USA.
As per the opinion of Salehan& Kim, (2016), information systems define as the tools which are
both hardware as well as software which assist retailers in order to attain success and growth at
the competitive marketplace or in a dynamic business environment. It has also been identified
that they mainly serve various functions consist of planning, managing budgets, and controlling
inventory along with sales goals. In order to produce and distribute desired information, business
information systems consist of collections of integrated processes that Use infrastructure in a
company. These systems were designed to assist company-associated decision-making in the
achievement of its goals. Data systems can minimize an organization's levels through the
provision of information to managers to track greater amount of jobs, and provision of decision-
making powers to lower-level staff (Iberahim and et. al., 2016). Incorporating information
systems have consequences for work plans, procedures and employees. Information systems
apply safeguards on staff processes to ensure that all activities can be completed only by users
with the necessary rights. In addition, information systems reduce repetitive activities and boost
reliability so that workers can focus on even more high-level operations (Pruzan, 2016).
After analysing various articles and view point of different authors regarding information
systems, it has been concluded that by adopting information technology overall level within the
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business organization can be reduced whereby giving information to the higher authorities
related to how they can manage huge amount of workforce as well as by giving rights to them
related to taking decisions. Therefore, it can easily be understood that information system help in
reducing excessive layers from the workplace which increases the overall profitability and
revenue of the company at the competitive environment. Apart from this, it has it has also been
said that implementing information system at workplace has its own consequences associated to
the task arrangements, people or workforce, structures and many more. From last few years it has
been faced that communication and computing is the field which faces high revolution as well as
each and every business entity use these technologies at their workplace for grabbing
opportunities at the competitive world (Morimura and Sakagawa, 2018). Apart from this,
because of modifications in technology system not only lives of individuals but the way business
organisation perform their operations have also been changed in a fastest manner. It has also
been said that adopting information technology system in the functionality of a business,
organisations possess the potential or capability to reach huge number of customers, will be able
to introduce new and innovative products as well as services in a quick manner, collaborate with
various business partners and suppliers across the whole wide world. If we talk about online
retailing business sector, it becomes necessary for them to implement information system in their
functions as it highly affects their profitability as well as performance of the business entity in a
positive and effective way. The retail sector is a major part of supply chain (Soto-Acosta, Popa
and Palacios-Marqués, 2016). Retail is place for selling products to end users. Retailer buys
large-scale goods and products from manufacturers and markets them in lower amounts to
customers. In managing complex retail operations, IT plays a vital role. The secret to achieving
competitive advantages in the retail sector in the collection and analysis of consumer data is
business awareness along with data and information management. The biggest impact which is
gain by online retail business entities is that implementing information systems help in the
growth and development of organisation which leads towards the rise in customer base. This also
help in satisfying requirements of customers in an effective manner as the main reason behind
this is that they provides high quality service to them as the level of working reduces in an
effective manner from the online business entity.
On the basis of view point of Koong, Liu and Liu, 2020, it has been said that after
examining and considering the level of increased competition in the present environment,
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business organisation ensure that they will be able to gain competitive advantages at the
marketplace, increase their productivity, performance, customer base as well as economic
indicators, reduce costs with the help of implementation of integrated information systems. All
these things are related to information technology system which highly affects the profitability
and performance of online retail businesses working within the USA market in both positive and
negative way (Libicki, 2016). If talking about Amazon, it has been said that this is one of the
largest online retailing business entity trade across the whole wide world and have huge market
share which makes them more stable and competitive at the marketplace. More positive changes
to Amazon IT system can make an excellent e-strategy and can evaluate the flexible changes in
customer request and requirements. This method allows them to be doing better than the market
and to get far more attention from customers. But for maintaining the same level as well as for
grabbing new and innovative opportunities available at the marketplace, it is required by the
higher authorities of such business entity to implement information system innovatively and
effectively so that they can easily improve their overall profitability and revenue (Madon and
Krishna, 2018). According to an analysis in the present competitive environment where
technology is growing on fastest manner and it becomes essential to adopt upgraded technologies
and equipment for maintaining the level of competition. Use of information technology systems
has their own positive and negative impact on the business performance at the marketplace of
USA (Grover and et. al., 2018).
It has also been said that the higher authorities need to implement information system
within their organization in an effective manner so that they can easily produce positive impact
and grab attention of large number of customers towards them. Due to the increase in level of
competition in the retailing sectors within online business at the market place of USA, there must
be implementation of information system in an effective and appropriate manner so that they can
develop positive results which leads towards the growth and development of the company like
Amazon, Walmart, BestBuy (Suyono and et. al., 2017).
2.3 Usage of information systems highly affects the customer service relations
As per the thought of Choshin and Ghaffari (2017), it is said that the overall value of a
customer shows on the benefit as well as on the cost which arise in both present and future. It
becomes very difficult to satisfy the requirements of customers as the needs and wants of
customers are dynamic in nature which always changes. This needs to be analysed by the
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management team of the company that they need to understand the modification of customers
needs so that they can satisfy them by fulling all their demands effectively. Apart from satisfying
the requirements of customers another biggest task for the company is that they must maintain a
positive and strong relationship with their customers so they can retain them for a longer period
of time at the competitive marketplace. In simple method, it has been concluded that highly
satisfied customer result in positive relationship with customers who as a result assist in the
growth and development of business entity at the competitive marketplace. Companies invest
heavily in connection technology access to different forms of interaction. On the contrary,
integrated IT network, in particular with business leaders, will likely influence the integration of
value chain activities (Ahson and Ilyas, 2017). The willingness of organization to communicate
with its clients, whether current or future, to obtain relevant data is an intrinsic part of this
relation viewpoint. The interpretation of the data will lead to a single strategy, which
encompasses a personalized service and product package, tailored to each customer's unique
requirements and aspirations.When a business deals with such a large number of clients, it is
possible by integrating information technology which permits a communication in real time and
subsequent analysis of the collected data. The technological part, as the information is used
efficiently systems result in greater clarity and consistency in decisions, having more workers
contacting consumers or relevant information, a higher number of marketing and sales roles, and
presence, in relation to current and prospective clients, of management with more detailed and
full systems (Hevner and Chatterjee, 2010).
From the last few years, it has been examined that there is a strong and positive technological
evolution in information as well as communication sector which have a positive and significant
impact on the management of an organization (Tallon and et. al., 2016). By using information
system within the workplace, management team of the company can easily maintain long term
and strong relationship with their customers which assist them in order to retain them for a
longer period of time. For this process companies are investing ample number of funds in order
to maintain relationship technologies, so that they can interact with them on a regular basis and
identify their needs and requirements in an effective and appropriate manner. An information
system define as a formal, socio technical as well as organizational system commonly designed
to process, gather, store & distribute required information from one person to another in an
effective and appropriate manner so that they can effectively take decisions related to their task
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(Valverde, 2016). All these information is help in producing high quality products and services
which satisfy the requirements of customers and retain them for a longer period of time by
maintaining positive relationship with them (Ramanathan and et. al., 2017).
Along with this, it has been concluded that in the present context of online retailing
business it becomes essential for the management team to use information systems within the
organization in more effective and efficient manner. This will help them in maintaining
competitive advantage at the marketplace and leads towards satisfying the requirements of
customers and create positive relationships with them which assist in their growth and
development at the competitive marketplace (Gunasekaran, Subramanian and Papadopoulos,
2017).
2.4 Role of management information system in order to encourage effective customer relation in
SME's.
According to the view point of Ku, (2010) it has been determine that, Management
information system facilitates the decision-taking process and facilitates the information delivery
process and thus enables rapid decision making. In order to better interaction among workers and
employer, the company information technology can be applied effectively (Ghobakhloo, 2011).
After examining the impact of implementing information systems on the growth and success of a
business entity, it has been concluded that it becomes essential in the present competitive era that
managers must adopt information system in order to process data and required information so
that they can grab opportunities available at the market which increases their growth. Along with
this, it has also been identified that it must be very essential for the management team to
maintain positive relationship with their customers in order to retain their potential candidates for
a long period of time. There are some recommendations related to information system which
needs to be adopted by various SME’s so that they can easily improve their business functions in
an effective and appropriate manner (Alavitalab, 2017). If a business organisation associated to
information technology system adopt all these recommendations while doing their business
functions at the marketplace related to retail industry. Management information system play
important role in encouraging employees relation explanation of these are as follows :-
Management information system help SME's in keeping track of all present as well as future
customers. With the assistance of this business firms will able to serve their customer in better
manner and maintain effective relation with them (Luftman, Lyytinen and Zvi, 2017).
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For identifying and targeting best customers because management information system include
information related to customers which will provide assistance in providing services to them in
better manner (Imran and et. al., 2019).
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CHAPTER 3: METHOD OF ANALYSIS
This involves being the fundamental part of the research project as it makes a huge
contribution to the whole research project. This research relies on other software that is crucial to
the analysis and helps in arriving at final results. This part of the study will help to provide
adequate support to the researcher to carry out research in an efficient manner to achieve
validated and accurate outcomes, so that the research in area of the analysis the influence of
information systems used in the processing data in large online retail businesses within USA as
well as its effects on their Management of Customer Relations (Kumar, 2019).
3.1 Type of investigation
It is generally viewed as researchers' method to collect and collect information on the
subject listed. These are research method used by researchers to better examine all the data
collected. It has two major kinds. Firstly, the qualitative researchers emphasize the determination
of new ideas and perspectives on the specific topic throughout this process. To order to achieve a
fair result, the interpretation and opinions of multiple scholars are essentially included. Second
method used in quantitative analysis, however, is the recorded data. This approach is used
primarily by the investigator to accurately evaluate a large range of information with various
statistical types, quantitative statistics, etc.
There has been qualitative research method used as this is helpful in gathering the relevant
information and data regarding the analysis the influence of information systems used in the
processing data in large online retail businesses within USA as well as its effects on their
Management of Customer Relations (Taherdoost, 2016).
3.2 Research philosophy
Research philosophy is characterized as set of thought followed by a compilation, review
and interpretation of knowledge relayed to a specific topic for conducting a particular
investigation. Essentially, there are two forms of research philosophy are interpretivism and
positivism. The researchers applied the philosophy of interpretivism conduct to present current
studies of influence of information systems used in the processing data in large online retail
businesses within USA as well as its effects on their Management of Customer Relations, which
promotes thorough study by examining the viewpoints of scholars and writers who genuinely
express their opinions (Fletcher, 2017).
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3.3 Research Approaches
It is yet another fundamental piece of the research methodology as this investigator has an
alternative of selecting the most appropriate technique in order to effectively and efficiently
conducts all examination work and tasks. It includes mainly two important approaches, i.e. a
deductive and inductive approach to research, so the selection of approaches is mainly dependent
on the form of study and the researcher uses a inductive approach for this research work, since it
provides a proven qualitative method and helps provide detailed and in depth information on
influence of information systems used in the processing data in large online retail businesses
within USA as well as its effects on their Management of Customer Relations (Mohajan, 2018.
3.4 Data collection
This area of methodology covers two key aspects such as primary and secondary sources;
hence both instruments are equally important for the collection of relevant data leading the entire
investigation to produce useful results in the sense of this present investigation. Primary and
secondary are two different method of data collection. Primary method provides the relevant as
well as the original information in a better manner. In order to collect information through
secondary method, information is easily available and save the time (Ulmer, 2017).
In conducting the present investigation, there has been secondary method of data
collection used. The Secondary research is important in developing theory through a literature
review with appropriate support for reviewing books, newspapers, articles as well as past
research depending on unique field of research.
3.5 Ethical considerations
This methodology part is very important since research is ethically required in order to
complete the entire project. It is an important and essential part of research methodology to
explain that this supports researchers in a morally acceptable and systematic usage of entire
paper. There are primary research ethics requirements that reduce risk of harm, obtain a qualified
consent, ensure anonymousness and privacy, diversion and deceptive practices, and allow them
to withdraw their consent from work as a whole (Pruzan, 2016). These are all clear principles of
the research ethics, which must intentionally be observed through the researcher for this analysis.
In this investigation the study is reported to be major information source, so security is
recognized as being a key concern for investigator, considering that the respondents are at risk of
unauthentic use of their personal data. In the same way, the investigator must ensure the safety
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and health of the participants. In addition, the investigator must schedule sufficient time that can
provide assistance to finish the job effectively. Therefore, the researcher must develop an
adequate time frame for all actions and ensure that the task completed in important manner with
appropriate time. The researchers have to follow certain guidelines for carrying out this study
that obtain informed consent of contributor ability studies; decrease the risk of harm to
participants; avoid deceptive practices; safeguard the privacy and confidentiality of such
practices; grant individual’s right to withdraw and others.
CHAPTER 4: DISCUSSION, RECOMMENDATION AND CONCLUSION
4.1 Discussion
This is related to the literature review part in which information has been collected by
using the secondary sources such as books for different sources such as internet sources, journals
and articles.
In the literature review part, there has been examined about the impact of Information
Systems on operations of online retail business. Investment in IT has risen dramatically in the
retail sector. In the development of various retail transactions IT plays a significant role. In order
to achieve competitive advantages in the retail sector, consumer awareness and also data and
information management are necessary. The market correction and cash transactions have
changed in the online retail industry. This has now introduced many new, innovative and helpful
factors that make easy as well as hassle-free shopping for consumers. Anyone can buy a product
from top of button at the entrance. Customers therefore rely more on the marketplace of e-
commerce. Use of IT in trade will result in a reduction of supply chain inefficiencies. These
advantages include reduced inventories, reduced delivery time and effective online retail
business. Forms of the information on single integrated system can be transmitted, stored ,
processed and distributed to meet customer requirements. This helps prevent overvaluing and
failure of the product. An electronic stock tracking system is a revolutionary device now for
retail management. High-tech devices help to regulate stock sizes, monitor ordering as well as
track pricing in the stores and on the floor. Customer monitoring tools improve customer
satisfaction and encourage loyalty through improving customer service in the shop. Technology
facilitates strategy and decision-making at executive level.
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There has been discussion about the Usage of information systems highly affects the
customer service relations. Company uses the modern IT tools as an input for the gathering of
the useful customer data. In the customer relations department of companies the data is gathered
and processes are carried out. Amazon has perfected the customer relationship by improving
customer relationship, achieving sustained competitive advantage and lowering organisation’s
costs. This has contributed to the development of a new form of user engagement model. Today's
consumers have high expectations of the businesses and products for which the company and
purchase. In every area of the business world, technology plays a critical role. It is becoming
easier and more rapid to interaction between the employees and the clients. The consumers will
need to have clear contact with them so that consumer requirements are properly met. In order to
get a sense of what their consumers want and how their demands can be fulfilled, Walmart
depends on big data analytics. Walmart does not use a particular CRM to handle customer
relationships, but uses multi-channel or omnichannel systems to communicate with consumers.
It has been examined from the literature review that use of information systems can help
SME’s within the same industry.Technology provides the possibility to operate in offices and
from home for small businesses and their staff. With the opportunity chance hire talent from
around world for small enterprises, technology can help enterprises maintain a competitive
advantage in the world. Small businesses are working closely with their clients to deliver goods
and services which create value to their lifestyles. From the concept to a completed service or
product, small enterprise owners and their workers must collaborate with one another and
external suppliers. The online networking and collaboration was opened up with e-mail and
instant messaging resources.In order to achieve positive results and to improve performance and
development of the Organization at a competitive marketplace, higher administrations of
different websites retail businesses or SMEs are expected to introduce in an ethical way all
information system-related systems. In order to improve the business activities throughout the
retailing sector rapidly, small and medium sized businesses have to introduce the required
improvements in the information system.
4.2 Recommendations
The present research is based on impact of information systems used for processing data in
large online retail businesses within the USA, and its effects on their Management of Customer
Relations. Related to this, there is some recommendations mention below:
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 It is necessary for the organisation to use the information technology and also upgrade it
on regular basis so that new systems can be used by company for conducting its business
operations in an effective manner.
 Another recommendation is that managers must examine the market situations before
adopting and implementing all the information system at the workplace. This will assist
them in order to identify the current and latest technology which leads them towards the
enhancement of their business operations. By adopting information system which are
helpful in processing data related to the business entities. This as a result assist in
maintaining positive brand image of the company at the competitive marketplace and
develop competition for other rivalry firm within similar sector. To retail organisations,
inventory management software used barcode, former wireless tracking technology and
radio frequency identification.
 Furthermore, another suggestion which is given to the higher authorities of SME’s is that
they must examine their relationship with customers so that they can easily take decisions
related to their business functions at the marketplace. This will help them in increasing
their sales and revenues at the marketplace and grab attention of large number of
customers towards them. In the current environment, customer satisfaction and positive
relationship with them are the key behind success of a business entity at the competitive
workplace. Therefore, it becomes essential for them to take decisions after examining the
whole scenario. There is a requirement for the company to use the information
Technologies to connect with the people who provide them information regarding the
new product and services and also identify their needs and preferences in an effective
manner.
 From using the information technology, company can able to provide the customer
support to the consumers which face any kind of issue or query regarding the particular
products and services.
4.3 Conclusion
It has been concluded from the above mentioned report that information technology is
one of the effective ways to improve the business operations and also developed the positive
relationship with the customer’s. Through using the information technology companies can able
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to interact with the customers and also provide them information about the product and services
in a better manner. Information system is helpful in decision making of the business and also
conducts the high level of business operations in an easy manner. In the literature review part,
there has been discussed about the impact of information technology in order to making the
customer services. The information technology is an effective method to connect with customers
determines their wants and needs and also provides them better quality of services in an effective
manner. Information Technology plays a necessary role in the running displays as information is
helpful in developing the high quality of services and products that satisfy the needs of consumer
and also sustain them at market place for longer period of time. The research methodology is one
of the effective parts in research. There has been qualitative research methodology used as it
provides the detailed information regarding the specific subject area. In order to collect the
information there has been secondary sources used as there has been determined the information
in detailed and also theoretical information about the impact of information system in retail
business.
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