E-commerce Impact on Customer Satisfaction

This project analyzes the impact of E-commerce on customer satisfaction at Morrison, a leading UK retailer. The study uses questionnaires and industry data to demonstrate the positive influence of E-commerce on customer satisfaction and business performance.

RESEARCH PROJECT
PART 2 – IMPLEMENTING
THE PROPOSAL

ABSTRACT
Around the world, there are different type of companies that deliver their customers with
similar type of products and services. They focus on understanding the requirements and taking
up appropriate that will be suitable to raise their sales and profitability. Main focus of the study is
made on analysing the significance of E-commerce and its impact on customer satisfaction of
Morrison. To conduct the research in appropriate manner, both primary and secondary methods
are taken into consideration. Both these are effective enough to raise gather adequate
information. For collecting primary information, use of questionnaire is done from customers
and for secondary details use of books, journals, online sources, etc. are done. From the findings,
it can be stated that E-commerce effective enough to develop strong relationship between
customers and connecting with customers. As per the recommendation, it can be stated that firm
should conduct frequent market research so that preferences of customers can be identified, and
services can be delivered accordingly.

Table of Contents
ABSTRACT.....................................................................................................................................2
INTRODUCTION...........................................................................................................................1
Aims and objectives..................................................................................………………….1
Research-methodology....................................................................................................................1
Results and findings.........................................................................................................................3
Discussion......................................................................................................................................10
Conclusion.....................................................................................................................................12
Recommendation...........................................................................................................................13
References......................................................................................................................................15
APPENDIX 1.................................................................................................................................16

INTRODUCTION
Electronic commerce also called as E-commerce, has developed with a rapid speed in last
few years. It is a very broad term that describes the electronic exchange of organisational
information between two or more companies or businesses. E-Commerce, formerly referred to as
Electronic Commerce, is the trading of various of goods & services over a broad area of
electronic means; such as the Internet or any other Computer Networks. The different sources
where the e-commerce is running successfully and the utilization of e-Commerce are mobile
commerce, electronic funds transfer, internet marketing, supply chain management, online
transaction processing, inventory management systems, electronic data interchange (EDI) and
automated data collection systems. E-Commerce allows the exchange of data over electronic
means in order to alleviate the financing & payment characteristics of business transaction.
Within the help of e-Commerce, an organization is benefited through effective communications
& better business conducts. E-commerce is a necessary concept in present business environment
which is supporting growth and development of the companies offering various goods and
services to customers. It has a great impact on business performance such as it increases the sales
and profit of the company. It is very useful and beneficial for a business such as Morrison as it
can assist in improving the performance, sales and profit of the organization. The E-commerce
also helps in reducing the cost of shipping and saving time consumed in exchange of good and
services within the market place. The technology is developing rapidly in present world, the
number of online customers is also increasing day by day which is a great opportunity for the
company to attract new customers and enhance their sales. E-commerce can assist an
organisation to satisfy the various needs of their customer by offering products online. There are
various areas on which are needed to be considered by the company for increasing the sales
related to E-commerce. The changing trends and preferences of customers required to be
managed to sustain the competitive market. E-commerce uses online technologies to trade with
the customers, this helps in saving time and money (Pappas and et.al., 2017). This research report
will analyse and interpret effective information collected by the research using significant
research techniques. The report is in context to Morrison, a leading company in UK that uses E-
commerce for gaining maximum sales and profit. The Report will include various themes that
were designed to collect data and information. Research report will also include a presentation
and interpretation of information collected. Researcher will collect, interpret, analyse and record
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useful and important information from this research study to get an effective understanding of
the overall concept of E-commerce and its importance for an organisation.
Aims and objectives
Aims: “To analysis significance of E-commerce and its impact on customer satisfaction in retail
sector – A Case Study on Morrison.”
Objectives
 To understand the concept of E-commerce in retail sector enterprise.
 To explore understanding customer satisfaction with implementation of E-commerce in
Morrison. To identify tools of E-commerce and its relationship with customer satisfaction in retail
sector.
Research questions
 What do you understand by the concept of E-commerce in retail sector enterprise?
 What do you understand by customer satisfaction with implementation of E-commerce in
Morrison?
 What are tools of E-commerce and its relationship with customer satisfaction in retail
sector?
Research-methodology
Research methodologies are very essential and significant elements within a research
project. There are wide range of activities included in collecting and interpreting information or
data in a research report (Holm and Prisha, 2017). In this research, the researcher implemented
different techniques or methodologies for getting the best results with respect to E-commerce
and its impact on business activities or performance. The various research methodologies which
are used by researcher in this research are described as below -
 Research philosophies – A critical area of every research is the philosophy, selecting an
appropriate research philosophy helps in identify the best possible solution for an issue or
problem related to the research topic. There are mainly two type of philosophies which
can be used in research project – Positivism and Interpretivism. The Interpretivism
approach helps to look researcher that develop proper functioning at a company or
workplace. On the other hand, positivism philosophy also implemented which consider
advance techniques and theories. To get the best outcome from this research project the
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researcher selected Interpretivism philosophy will be implemented to achieve the desired
objectives (Agarwal and Wu, 2018).
 Research approach -Research approach is also a significant perspective which is
considered to analyse and determine real objective of the research project. An effective
research approach can assist a researcher to identify the best solution for a problem with
proper analysis of data or information (Gregory, Ngo and Karavdic, 2017). There are two
main research approaches which can be implemented within a research – Inductive and
Deductive research approach. Both the approaches are effective and useful, in the present
research study deductive approach is applied by the researcher to understand the concept
and Impact of E-commerce.
 Research design – Research design help to consider various perspective which assist in
finding issue as well as collect information in systematic manner. There are different
types of research designs such as descriptive, exploratory, experimental etc. The
researcher has used descriptive research design for identifying potential impact of E-
commerce on business functions and performance (Kim and Peterson, 2017).
 Data collection – This activity or part of research project is also mandatory, there are two
main sources of data collection – Primary and Secondary. Primary data is collected by
various sources such as Survey, Questionnaire, interviews etc. It helps in collecting fresh
or first-hand information about any topic. On the other hand, secondary data is collected
by different secondary sources such as books, articles etc. This provide relevant but used
information. In this research Primary data is collected by developed different themes of
questionnaire to collect important information with regards to E-commerce and its effects
on Morrison, UK. The data is collected through conducting a survey which consist
various questionnaires for the customers. Survey helps in collecting primary or fresh data
and information with respect to the topic selected. This information helps in getting the
best results within research.
 Data analysis – Data analysis is another essential process which is required to complete a
research successfully. In this process the data collected is analysed for getting desired
information, the useful information can be acquired by this step. There are two type of
techniques which can be applied in a research study such as quantitative and qualitative,
In this research Primary data is collected by developed different themes of questionnaire
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to collect important information with regards to E-commerce and its effects on Morrison,
UK. The data is collected through conducting a survey which consist various
questionnaires for the customers. The data is collected through conducting a survey
which consist various questionnaires for the customers. Survey helps in collecting
primary or fresh data and information with respect to the topic selected. This information
helps in getting the best results within research.
 Sampling – This process is used to select a specific group to collect useful information in
primary data collection. The researcher develops effective questionnaire or interviews for
a group of individuals who respond the questions to provide important information. In the
present research report various themes of questionnaire are developed for a sample size
of 20 customers who make use of the services of Morrison. The customers and proper
understanding about the problems that are they face in relation with the services that are
delivered by Morrison. The sample of 20 customers is selected in order to collect more
specific data and collect less complex information in order to get useful information. The
customers provide realistic information
Results and findings
In this section the process of data collection is described, the questionnaire developed for
customers to determine the concept of E-commerce and its impact on Morrison, UK is illustrated
below -
1. Started using the products and services of Morrison, UK
How long you have been started using the
products and services of Morrison, UK?
No of respondents
0 to 1 year 8
1 to 3 years 4
3 to 5 years 6
More than 5 years 2
4

2. Are satisfied with the services that are provided by Morrison through E-commerce
Are you satisfied with the services that are provided by
Morrison through E-commerce?
No of respondents
Satisfied 10
Highly Satisfied 4
Neutral 3
Dissatisfied 2
Disappointing 1
5
0 to 1 year 1 to 3 years 1 to 5 years More than 5 years
0
1
2
3
4
5
6
7
8
Column B

3. E-commerce influencing business performance of Morrison
Do you think E-commerce affect the
business performance?
No of respondents
Yes 10
No 6
Maybe 4
6
Satisfied
Highly Satisfied
Neutral
Dissatisfied
0 1 2 3 4 5 6 7 8 9 10
Column B

4. Importance of E-commerce for business or organizations.
Do you think E-commerce is useful for
organizations such as Morrison?
No of respondents
Yes 12
No 5
Maybe 3
7
Yes
No
Maybe

5. E-commerce activities of Morrison influencing customers
Are you influenced by E-commerce activities
performed by Morrison?
No of respondents
Yes 11
No 6
Maybe 3
8
Yes No Maybe
0
2
4
6
8
10
12
Column B

6. Effective recommendations to organisation
What will you recommend to Morrison, UK? No of respondents
Change in the websites or online portals 10
Change in advertising or marketing methods 4
Development in technology 6
9
Yes
No
Maybe
0 2 4 6 8 10 12
Column B
Change in the websites or
online portals
Change in advertising or
marketing methods
Development in technology

7. Morrison can raise their customer’s base through E-commerce
Do you think Morrison is able to raise their
customer’s base through E-commerce?
No of respondents
Yes 15
No 2
Maybe 3
Discussion
Theme 1 – Customers preferring products of Morrison, UK
Interpretation - This theme was developed to identify the total number of years that customers
have started using the services or products delivered by Morrison, UK. Sample of 20 customers
were taken, it was identified that 8 of the customers said that it’s been less than 1 year since that
have started use the products and services. Six of the customers said that it has been 3 to 5 years.
4 customers said that they have been working in the company for 1 to 3 years and 2 of the
customers said that it’s been more than 5 years since they have started using the products and
services of Morrison.
Theme 2 -Satisfaction of the customers in context to E-commerce
10
Yes No Maybe
0
2
4
6
8
10
12
14
16
Column B

Interpretation – This theme was developed for determining the satisfaction level of customers
in context to business activities performed by the Morrison, UK related to e-commerce concept.
10 out of 20 customers said that they are satisfied with the functions of the company with regards
to E-commerce. 4 customers said that are satisfied, 3 customers were neither satisfied nor
dissatisfied. 2 customers said that they dissatisfied, and 2 customers said that they are
disappointed by the company's functions. This questionnaire concluded that customers making
use of the products and services of Morrison, UK are satisfied by the business activities
performed by the company with relation to E-commerce.
Theme 3 -E-commerce influencing business performance of Morrison
Interpretation – The above theme or questionnaire was designed to identify whether E-
commerce affect the business performance of Morrison, UK or it does not have any impact on
company's functioning. 10 out of 20 customers agreed that E-commerce affects the business
performance of the company, 6 customers disagreed, and 4 customers were confused. Therefore,
it can be concluded that E-commerce has a great impact on business performance such as it
increases the sales and profit of the company.
Theme 4 -Importance of E-commerce for business or organizations.
Interpretation – This theme or questionnaire was designed and developed to determine the
importance of E-commerce concept in an organization or business such as Morrison, UK. The
customers were asked that do they think E-commerce is useful for the organization, 12 out of 20
customers agreed that yes, it is significant for the company. 5 customers said that they do not
think it is important and 3 customers were not sure whether E-commerce is important for
business or not. Therefore, this questionnaire concluded that E-commerce is very useful and
beneficial for a business such as Morrison as it can assist in improving the performance, sales
and profit of the organization.
Theme 5 -E-commerce activities of Morrison influencing customers
Interpretation – This questionnaire or theme was developed by the researcher to identify the
impact of E-commerce on customers in Morrison, UK. The customers were asked that are they
getting influenced by E-commerce activities performed by the company.11 out of 20 customers
said ye they do get affected, 6 customers disagreed and 3 were confused. Therefore, it can be
concluded that E-commerce activities affect the functions and roles of the customers in an
organization or company such as Morrison.
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Theme 6 -Effective recommendations to organization
Interpretation - Another theme was developed to identify the recommendations for the
company by its customers. The question was asked to 20 customers that what things they
recommend to the company for improving performance and profit. 10 customers said that
Morrison, UK needs to focus on improving their websites and online portals as it is important for
their e-commerce. 6 customers said that it is important for developing the technology and 4
customers said the company should improve their marketing and advertising functions or
techniques. Therefore, this questionnaire concluded that Morrison, UK needs to improve its
online platforms such as websites and application to attract more customers with respect to E-
commerce
Theme 7 -Increase customer base through E-commerce
Interpretation - This theme was developed to identify the impact of E-commerce on raise in
customers base of Morrison, UK. The questionnaire was asked to the customers that do they
think that company is increasing their customer’s base with the help of E-commerce. 15
customers said yes, it is increasing. Further, there are 2 customers disagreed and 3 customers
were not sure. Therefore, it is concluded that E-commerce helps Morrison to enhance their
customer base and thus it also enables to increases the profit of the firm.
Discussion: The above questionnaire concluded that E-commerce activities affect the functions
and roles of the customers in an organization or company such as Morrison. It assists Morrison
to enhance their customer base and thus it also enables to increase the profit of the firm. E-
commerce activities affect the functions and roles of the customers in an organization or
company such as Morrison. The Data analysis also concluded that Customers making use of the
products and services of Morrison, UK are satisfied by the business activities performed by the
company with relation to E-commerce. Furthermore, E-commerce can also be a little risky for
the small scale business as it included a huge amount of investment such as developing and
maintaining websites, order management system and staff etc.
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Conclusion
The above research report concluded that E-commerce is an essential concept that can be
used by an organisation to increase its sales and profit within a market. The investigator analysed
articles, diaries and inquires about proposed by senior analysts in the investigation. Researcher
contends that E-commerce is that part or power which is helping and empowering the business to
accomplish their set targets and, in their development, or advancement. Amid or at specific time
when a man begins accomplishing something just to accomplish their objectives and targets set
and the movement or factor whether inside or outside is educating them to do is called to as
inspiration. Along these lines, it can be comprehended from the above research that inspiration
assumes vital and basic part in upgrading business development and profitability. From the
examination of survey, it was recognized that most extreme of representatives were propelled
and fulfilled from the acts of Morrison. Morrison is one the famous association working in
tourism and avionics industry. From the above paper, it can be comprehended that to support in
the aggressive condition the administration of business associations must spotlight on satisfying
the necessities and demands of the customers. E-commerce is considered as one of most
noteworthy perspective for each business firm since it permits achieving targets in wanted way.
By having a compelling thought of such measures, the issues can be settled with the goal that
objectives and destinations can be proficient. The point of paper is assessing key components or
markers in the inspiration of representatives in Morrison, UK. In current period, number of
organizations are engaged towards utilization of different E-commerce activities to have
powerful advancement of assurance benchmarks. By having a comprehension about such
standards, the issues can be settled which are looked by organizations with respect to E-
commerce or Online trade.
The examination logic, inquire about approach, investigate plan and research techniques
chose by him or her and the procedure of information gathering, investigation and testing must
be explained by him. In the present thesis, specialist has chosen positivism investigate logic to
break down the speculations related with the examination. Deductive research approach has been
chosen by specialist to accomplish the inquiries in the examination. Scientist has picked clear
research configuration to dissect the quantitative research consider viably and proficiently. The
members of the exploration were representatives working at Morrison, UK. Since the number of
inhabitants in members were expansive, analyst took the example of 20 customers and gave
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questionnaires to them. The research consists of close finished questionnaire and gave to
representatives specifically by hand. Specialist has taken after moral standards and direct amid
the examination. Scientist has clarified the thought process of research concentrate to the
members of the examination consider and taken assent before giving them the questionnaires. In
This specific situation, specialist could achieve the point and destinations of the analyst.
Researcher in this paper has saved the obscurity of the members with the goal that classification
of the association can be anchored.
Recommendation
E-commerce is a very useful and effective concept which is used by various companies
and organizations to improve its sales as well as profit. Morrison is using E-commerce to
increase its market share and sales in the market. It is important for the company focus on
fulfilling the needs and demands of the customers therefore, E-commerce can assist Morrison to
satisfy these needs of their customer by offering products online. There are various areas on
which are needed to be considered by the company for increasing the sales related to E-
commerce. The technology is developing rapidly in present world, the number of online
customers is also increasing day by day which is a great opportunity for the company to attract
new customers and enhance their sales. The company should improve website interface and
features so that it can attract more online visitors on the same. There are techniques or methods
such as Discounts on online purchase, cash backs, etc. which are useful to gain more customers.
Morrison, UK can also develop a smart phone application with easy to use features which can
assist customers to purchase products easily and efficiently through their phones. Another
effective method to improve E-commerce business is to collect feedbacks of the customers, this
helps in interacting to them directly. This interaction can help the company to improve their
products and services provided to their customers (Turban and et.al., 2018). The company can
promote any new products on their e-commerce websites to gain visibility and popularity.
Effective training programs should be conducted for the employees to ensure they have effective
technical knowledge about handling e-commerce websites and business activities. Morrison, UK
can also use other internet websites such as You-tube, Facebook, etc. to promote their online
business or products with the help of internet. The E-commerce business is successful only if a
company has huge number of suppliers. Morrison, UK should focus on developing an effective
supply chain so that customer can get products ordered online on time. Suppliers of the products
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are major elements which helps an E-commerce business to offer their products to their
customers efficiently. Morrison should develop an intelligent workforce and technical support to
assist customers in placing online orders as well as solve their issues online or through customer
support call. In addition to this, the organization needs identify the weak areas of their e
commerce website such as key segments of products, categories, information related to the
products and payment options available for the customers.
Reflection: From the above research study I identified that E-commerce is a very important
and beneficial for earning profit in a competitive market. I identified that customers are attracted
towards E-commerce nowadays, as number of online users is increasing day by day and people
are getting comfortable purchasing goods and services online. I also understood that there are
many organisations which are getting attracted towards online trading for increasing their profit
and market share. I obtained good knowledge with regards to E-commerce and its impact on
organisation's performance.
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References
Books and Journals
Turban, E., Outland, J., King, D., Lee, J.K., Liang, T.P. and Turban, D.C., 2018. Marketing and
Advertising in E-Commerce. InElectronic Commerce 2018(pp. 361-401). Springer,
Cham.
Kim, Y. and Peterson, R.A., 2017. A Meta-analysis of Online Trust Relationships in E-
commerce.Journal of Interactive Marketing,38, pp.44-54.
Agarwal, J. and Wu, T., 2018. E-Commerce in Emerging Economies: A Multi-theoretical and
Multilevel Framework and Global Firm Strategies. In Emerging Issues in Global
Marketing(pp. 231-253). Springer, Cham.
Pappas, I.O., Kourouthanassis, P.E., Giannakos, M.N. and Lekakos, G., 2017. The interplay of
online shopping motivations and experiential factors on personalized e-commerce: A
complexity theory approach.Telematics and Informatics, 34(5), pp.730-742.
Holm, A.E., Decreton, B., Nell, P.C. and Klopf, P., 2017. The Dynamic Response Process to
Conflicting Institutional Demands in MNC Subsidiaries: An Inductive Study in the Sub‐
Saharan African E‐Commerce Sector.Global Strategy Journal,7(1), pp.104-124.
Prisha, P., Neo, H.F., Ong, T.S. and Teo, C.C., 2017. E-Commerce Security and Identity
Integrity: The Future of Virtual Shopping.Advanced Science Letters,23(8), pp.7849-7852.
Gregory, G.D., Ngo, L.V. and Karavdic, M., 2017. Developing e-commerce marketing
capabilities and efficiencies for enhanced performance in business-to-business export
ventures. Industrial Marketing Management.
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APPENDIX 1
Questionnaires
Name -
Gender -
Age -
1. How long you have been started using the products and services of Morrison, UK?
 0 to 1 year
 1 to 3 years
 1 to 5 years more than 5 years
2. Are you satisfied with the services that are provided by Morrison through E-commerce?
 Satisfied
 Highly Satisfied
 Neutral
 Dissatisfied Disappointing
3. Do you think E-commerce affect the business performance?
 Yes
 No Maybe
4. Do you think E-commerce is useful for organizations such as Morrison?
 Yes
 No Maybe
5. Are you influenced by E-commerce activities performed by Morrison?
 Yes
 No Maybe
6. What will you recommend to Morrison, UK?
 Change in the websites or online portals
17