Research Project Assignment: eBay Case Study

Added on - 06 Jun 2020

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RESEARCHPROJECT
Table of ContentsCHAPTER 1: INTRODUCTION....................................................................................................31.1 Overview of the research..................................................................................................31.2 Significance of the study..................................................................................................31.3 Research Aim...................................................................................................................41.4 Research Objectives.........................................................................................................41.5 Research Questions..........................................................................................................51.6 Plan of implementation.....................................................................................................5CHAPTER 2: RESEARCH METHODOLOGY............................................................................52.1 Type of investigation........................................................................................................62.2 Research Design..............................................................................................................62.3 Research Philosophy.......................................................................................................62.4 Research Approach..........................................................................................................62.5 Data Sampling..................................................................................................................62.6 Ethical Consideration.......................................................................................................7CHAPTER 3: LITERATURE REVIEW........................................................................................73.1 Introduction.....................................................................................................................73.2 What are the ways through which Ebay can identify the impact after sale services has onbehaviour of customers?.........................................................................................................73.3 Which factors will help in analysing the effectiveness of procedures used by Ebay forproviding efficient services to their customers ?....................................................................83.4 How to measure the effect of after sale services in improving loyalty of customers?....83.5 Which methods are being used by Ebay for maximising the loyalty of customers and earncompetitive gains?..................................................................................................................9CHAPTER 4 : DATA ANALYSIS................................................................................................9DATA INTERPRETATION :.......................................................................................................11CHAPTER 5: CONCLUSION & RECOMMENDATION..........................................................205.1 Conclusion......................................................................................................................205.2 Recommendation............................................................................................................20REFERENCES............................................................................................................................21
TITLE“To identify the importance of after sale services and its impact on improving customerloyalty” - A case study on EbayCHAPTER 1:INTRODUCTION1.1 Overview of the researchAfter sale services are considered as essential activities which are required to beconducted in every organisationso as to make customers satisfied so that they will avail theservices of samecompanyonce again. Companies are having a separate department which isnamed as customer support services that is given with the responsibility to handle all issues andcomplaints of customers in an effective manner and give them good services. After sale servicesare having the same importance like initial purchase because if customers will be satisfied thenthey will come again for purchase definitely (Gounaris, Dimitriadis and Stathakopoulos, 2010).It is considered as the responsibility of management to make sure that needs and demands ofcustomers are fulfilled so that they can do word of publicity ofcompanyand improve business ofcompanies. Through these services, companies can make sure that whether they have reached tothe expectations of customers or not. This is an important factor in sales management and itcannot be ignored. Ebay is a multinational e-commerce company that is providing high qualityproducts to its customers through their websites. They are having a large market share and givingtough competition to other e-commerce companies. It was founded by Pierre Omidyar in 1995and currently, they are operating in more than 30 countries and is a million dollar business now.Main aim of Ebay is to provide the best quality products and services to its customers ataffordable rates at their doorsteps. It is very important as if customers will not be satisfied withtheir services then they are having a lot more options to shift on as there are so many e-commerce companies that are working on the same platform.1.2 Significance of the studyThis research is carried out for analysing the impact of after sale services and its impacton improving loyalty of customers in Ebay. They are doing their operations in a global mannerand are having a good focus on the quality of goods they are giving to their customers (Lee, Leeand Wu, 2011). They are also making sure that goods and services are made as per the needs ofconsumers so that they will get satisfied and buy goods from company again. They are also
having good customer support team that is taking care of all the issues of customers in aneffective manner and is making sure that they do not face the same issue again. There are manyways through which organizationcan provide aftersaleservices to its customers like thesalesprofessionals ofcompanycan stay in touch with their clients even after thesaleis made andinform them time to time about the new deals that are coming up incompany (Reza Jalilvandand Samiei, 2012). This will impress customers as they will think that company is giving themdue attention. Ebay is having a very strong image because of which they will not have too muchadvertisement about themselves for making customers reach them. This image is also helpingthem in providing good after sales services to its customers as people are already familiar withtheir policies. This report is based on identifying theimpactof after sale services and itsimpacton customer loyalty in Ebay. To achieve this, Ebay is required to have good support who canprovide services to customers in such a manner that they will not face any kind of trouble in thefuture.1.3 Research AimThe important aim of conducting this research is “importance of after-sale services ondeveloping consumer loyalty” - A case study on Ebay. In this report, it will be identified thathow much importance does after-sale services hold in a company and how they are capable ofdeveloping the loyalty of customers in the company. It is considered as one of the mostimportant parts of research because if there will be no aim then research cannot be conducted.1.4 Research ObjectivesThese are also considered as essential factors which are required in order to conductresearch in an effective manner. Here, various tools are used by researcher in order to conduct allthe activities in right direction. The main objectives of this research are:To identify the impact of after sale services on behaviour of customersTo analyse the effectiveness of procedures used to provide efficient services to customersafter sale is doneTo measure the effect of after sale services in improving loyalty of customersTo evaluate different methods by which Ebay can maximise the loyalty of customers andearn competitive gains.
1.5 Research QuestionsThese are the questions that are linked with research activities and based on objectivesthat are being prepared for understanding this research in a correct manner. The questions are asfollows:What are the ways through which Ebay can identify impact of after sale services has onbehaviour of customers?Which factors will help in analysing the effectiveness of procedures used by Ebay forproviding efficient services to their customers?How to measure the effect of after sale services in improving loyalty of customers?Which methods are being used by Ebay formaximising the loyalty of customers andearning competitive gains?1.6 Plan of implementationIt is very important for every project manager to complete the whole activities within thestipulated time so it is important for them to make sure each activity is being performed withinthe time allotted them. So, for this a complete action plan will be prepared by the projectmanager in which all the activities will be described along with their time frame. For this project,It is as follows;CHAPTER 2: RESEARCH METHODOLOGYIt is regarded as most essential part of research project as it is helping in conducting thewhole research process in an effective manner and make sure that the process is completed on
time. It includes various factors which is categorised among different parts which helps incompleting the research. It is as follows :2.1 Type of investigationIt is considered as the responsibility of investigator to select the type of research they arefollowing. It can be qualitative and quantitative in nature (Liu, Guo and Lee, 2011). Here,qualitative method of research will be followed. In this, research will be carried out on the basisof quality of data and various types of facts and figures will be used as well.2.2 Research DesignThis can be described as a blue print of whole research process in which all the activitiesthat will be carried out is included. The various types of research design that can be applied areExperimental, descriptive and Exploratory. All these are good but in this research report,descriptive research design is being applied by investigator as it is most appropriate for theresearch work.2.3 Research PhilosophyThis part plays an effective role while collecting information about the research workfrom various sources (Rao, Goldsby, Griffis and Iyengar, 2011). The two kinds of philosophiesare Interpretivism and positivism. In the current research process, Interpretivism will be appliedas her the work is wholly dependent on qualitative factors.2.4 Research ApproachThis is also an effective factor that is required to be considered while conducting aresearch process. The approaches can be categorised as Inductive and deductive. In this research,inductive research approach will be followed as complete research is based on qualitative factorand in inductive approach, facts and figures are also collected.2.5 Data SamplingIn this element, researchers are required to select sample respondents from the wholepopulation who will act as a representative of whole public. Types of sampling techniques arelike probabilistic or non-probabilistic. It is chosen as per the suitability of the project. In thecurrent research report, probabilistic sampling technique will be applied. Here the sample size isselected as 30.
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