Internet Marketing Opportunities and Their Impact of Customer Satisfaction

Running head: INTERNET MARKETING OPPORTUNITIES AND THEIR IMPACT OF
CUSTOMER SATISFACTION
Internet Marketing Opportunities and Their Impact of Customer Satisfaction
Name of the Student:
Name of the University:
Author’s Note

INTERNET MARKETING OPPORTUNITIES AND THEIR IMPACT OF CUSTOMER
SATISFACTION
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Executive Summary
The entire research work is divided into six key chapters in order to achieve the
objectives. The first chapter that is the introduction chapter mainly focuses on elaborating the
research issues, research questions and aims of the research. It has also provided a justification
behind conducting the research. More specifically this chapter provided an overall idea regarding
what the research is all about. In the second chapter that is in literature review the relevant
literature available in relation to the research topic have been evaluated. The literature has
provided a brief idea about the current scenario and the theoretical framework for substantiating
the research hypothesis. In chapter three the detailed research methodology and step by step
framework that has been followed for conducting the research has been mentioned. In chapter
four and five the data analysis and findings or results have been elaborated. These chapters helps
to substantiate or refute the hypothesis statement. Finally in chapter six concluding remarks have
been stated and a few plausible recommendations have been specified as well.

INTERNET MARKETING OPPORTUNITIES AND THEIR IMPACT OF CUSTOMER
SATISFACTION
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Acknowledgement
The research conducted by me has been one of the enriching experiences of my life. This
research helped me in gaining enhancing experience by providing me the understanding to
skilfully carry out the research. The research helped me in overcoming the drawbacks by facing
them skilfully. However, this would not have been possible with the help and encouragement I
received from my professor. I also received the encouragement from my peers and all the people
who helped me carry out the research. I would like to thank my supervisor
_______________________________ for the constant support and encouragement to carry out
the research. It would not be right if I do not thank my academic guides who have constantly
assisted me in the research. I would also like to thank by friends who helped and encouraged me
for the research. Finally, I would like to thanks the customers who participated in the survey that
was conducted to gain primary data. The support of all these people has been enhancing and
inspiring throughout the research process.
Heartfelt thanks and warmest wishes,
Yours Sincerely,

INTERNET MARKETING OPPORTUNITIES AND THEIR IMPACT OF CUSTOMER
SATISFACTION
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Table of Contents
Chapter 1:.........................................................................................................................................9
1.0 Introduction................................................................................................................................9
1.1 Background of the Research..................................................................................................9
1.2 Problem Statement...............................................................................................................11
1.3 Research Rationale..............................................................................................................11
1.4 Aim of the Research............................................................................................................12
1.5 Research Questions..............................................................................................................13
1.6 Structure of the dissertation.................................................................................................13
2.0 Literature Review....................................................................................................................14
2.1 Concept of Internet Marketing.............................................................................................14
2.1.1 Evolution of Internet Marketing...................................................................................16
2.2 Current Opportunities of Internet Marketing.......................................................................17
2.2.1 Empowering effect........................................................................................................17
2.2.2 Eradication of geographic barriers................................................................................18
2.2.3 Availability...................................................................................................................18
2.2.4 Cost effectiveness.........................................................................................................19
2.2.5 Track-ability.................................................................................................................19
2.3 Trends and Patterns of Internet Marketing..........................................................................20

INTERNET MARKETING OPPORTUNITIES AND THEIR IMPACT OF CUSTOMER
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2.3.1 Staying updated............................................................................................................21
2.3.2 Social Media Marketing...................................................................................................21
2.3.3 Content Marketing........................................................................................................22
2.3.4 Use of Analytics...........................................................................................................22
2.4 Models of Internet Marketing..............................................................................................23
2.4.1 Forrester’s 5I’s Model..................................................................................................23
2.4.2 Lauterborn’s 4Cs Model...............................................................................................25
2.5 Concept of Customer Satisfaction.......................................................................................27
2.6 Models of Customer Satisfaction.........................................................................................28
2.6.1 Kano Model of Customer Satisfaction.........................................................................28
2.7 Impact of Internet Marketing on Customer Satisfaction.....................................................29
2.7.1 Impact of Mobile Marketing on Customer Satisfaction...............................................29
2.7.2 Impact of Email marketing on Customer Satisfaction..................................................30
2.7.3 Search Engine Optimization and its Impact on Customer Satisfaction........................31
Chapter 3:.......................................................................................................................................31
3.0 Methodology............................................................................................................................31
3.1 Introduction..........................................................................................................................31
3.2 Research Approach..............................................................................................................31
3.3 Research Design..................................................................................................................32

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3.4 Sampling Technique............................................................................................................33
3.5 Method of Data Collection..................................................................................................34
3.6 Data Analysis.......................................................................................................................34
3.7 Accessibility Issues..............................................................................................................34
3.8 Ethical Considerations.........................................................................................................35
CHAPTER: 4.................................................................................................................................35
4.0 RESULTS................................................................................................................................35
4.1 Introduction..........................................................................................................................35
4.2Descriptive statistics:............................................................................................................35
4.3 Result of t-Test....................................................................................................................47
4.4 Result of One-Way ANOVA...............................................................................................48
4.5 Results of Regression Analysis...........................................................................................49
4.6 Results of Reliability Analysis............................................................................................56
4.7 Conclusion...........................................................................................................................62
CHAPTER 5: DISCUSSION........................................................................................................63
5.1 Introduction..........................................................................................................................63
5.2 Discussion and Findings......................................................................................................63
5.3 Conclusion...........................................................................................................................67
Chapter 6:.......................................................................................................................................67

INTERNET MARKETING OPPORTUNITIES AND THEIR IMPACT OF CUSTOMER
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6.0 Conclusion and Recommendations..........................................................................................67
Reference List................................................................................................................................69
Appendix........................................................................................................................................78

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List of tables
Table 1 Frequency table of male and female.................................................................................32
Table 2 Frequency table of different age group.............................................................................33
Table 3 Table of average annual income.......................................................................................33
Table 4 table of daily internet usage..............................................................................................34
Table 5 Frequency of shopping.....................................................................................................34
Table 6 Factors that have influence on SMS/MMS facilities........................................................38
Table 7 Factors that have influence on email................................................................................39
Table 8 Factors that have influence on information......................................................................40
Table 9 Correlation between factors that have impact on SMS/MMS service..............................41
Table 10 Correlations between factors that have influence on email............................................42
Table 11 Correlation between factors of information....................................................................43
Table 12 Result of independent t-test............................................................................................43
Table 13 One-way ANOVA table.................................................................................................45
Table 14 Linear regression of customer satisfaction on SMS/MMS facilities..............................46
Table 15 Linear regression of customer satisfaction on email facilities.......................................48
Table 16 Linear regression of customer satisfaction on information............................................49
Table 17 Multiple regression of customer satisfaction on SMS facility, email facility and
information....................................................................................................................................51
Table 18 Reliability analysis of factors of SMS/MMS.................................................................53
Table 19 Reliability analysis of factors of email...........................................................................56
Table 20 Reliability analysis of factors of information.................................................................58