Importance of Online Retailing for Customer Satisfaction and Organizational Benefit

Running head: RESEARCH PROPOSAL
Literature Review on the Importance of Online Retailing for Customer Satisfaction and
Organizational Benefit
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1RESEARCH PROPOSAL
Table of Contents
Introduction....................................................................................................................2
Project Objective............................................................................................................2
Project Scope..................................................................................................................3
Literature Review...........................................................................................................3
Background................................................................................................................3
Customer Satisfaction................................................................................................3
Online Shopping.........................................................................................................4
Literature Gap............................................................................................................4
Research Question and Hypothesis................................................................................4
Research Design and Methodology...............................................................................5
Qualitative Study........................................................................................................5
Quantitative Study......................................................................................................5
Integration and Ethics................................................................................................6
Limitations.................................................................................................................6
Research Limitations......................................................................................................6
Research Plan.................................................................................................................7
Conclusion......................................................................................................................8
References......................................................................................................................9

2RESEARCH PROPOSAL
Introduction
In the field of business, goods and services are exchanged to gain financial benefits
with focusing on the primary objective of making profits. Business is not just a process of
exchange, but it also involves market research, managerial operations, customer satisfaction,
and corporate social activities. In the context of rapid technological advancement and the
development of various types of businesses and models that have similar offerings in a much
more convenient way, market research plays a vital role. According to AlGhamdi and Drew
(2012), market research provide detailed information regarding the consumers and the trend
in their buying behaviour and preferences, which help in targeting market through
segmentation, creating targeted advertisements, determine customer satisfaction, and
analysing market and industry competition. This insight information make the organisations
gain competitive advantage to bloom in terms of financial performance, corporate social
responsibilities, and customer satisfaction (West, Ford and Ibrahim 2015).
Therefore, today’s organisations need to do thorough market research to understand
the recent trends in the market and consumer behaviour patterns, so that they can succeed in
satisfying the requirements of the consumers and keep the profit level high. The purpose of
this research is to help Bunnings Group Australia construct strategies to develop
organisational profit and financial performance.
Project Objective
The primary objective of this research is to establish the importance of online retailing
for customer satisfaction and organisational benefits in the context of the Bunnings Group
Australia, which is a warehouse business that offers products and supplies for homeware
improvement and building.

3RESEARCH PROPOSAL
Project Scope
The need that has been observed in the online retail shops in order to satisfy the
customers and the corporate financial performance of the Bunnings Group Australia provide
justification for undertaking this research. This research covers the advantages that the online
retailing offers to meet the non-monetary needs and satisfaction of the customers, and further
looks into how the organisations gain benefits through online retailing in terms of market
competition and profits.
Literature Review
Background
Bunnings Group is a chain of warehouse retail stores that operate globally offering
home improvement products and hardware and building supplies. The company has been
dominating the Australian hardware market with an approximation of 16% market share, and
as observed by Campbell (2017), it has the scope of growth. This is supported by the
IBISworld, as it indicates that the hardware industry has the expectancy of growing by almost
2.7% in next 5 years.
Customer Satisfaction
Customer satisfaction is the indicator of the potentiality of the goods and services of
the organisations to satisfy both non-monetary and monetary needs of the customers (Deng et
al. 2010). In terms of market research, the determination and calculation of customer
satisfaction is based on the success rate of the offered products and services meeting the
customers’ perceived value of those. Customer satisfaction, according to Farris et al. (2010),
is an essential element in determining the competitive advantage of the organisations and
their ability to dominate the market. Hence, it can be concluded that customer satisfaction
indicates the future growth of an organisation.