Analysis of E-Commerce and Online Shopping Behavior

The assignment consists of a list of references to research papers and articles related to e-commerce and online shopping behavior. It includes studies on customer satisfaction, loyalty, and repurchase intentions in online shopping, as well as analyses of site quality, perceived value, and transaction costs. The references also cover topics such as the impact of interactivity on electronic word-of-mouth systems and E-Quality, and what big data and text analytics can tell us about hotel guest experience and satisfaction.

Research Project

Table of Contents
Chapter 1: INTRODUCTION .........................................................................................................1
Chapter 2: LITERATURE REVIEW ..............................................................................................3
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................6
CHAPTER 4: DATA ANALYSIS..................................................................................................9
INTERPRETATION......................................................................................................................11
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................20
CONCLUSION..............................................................................................................................21
REFERENCES..............................................................................................................................22

TITLE: “To determine the impact of online shopping on customer satisfaction. A case
study on Tesco.”
Chapter 1: INTRODUCTION
Online shopping is considered as an electronic commerce which allows customers to
directly buy goods and services from a seller on internet platform. As per current scenario, online
shopping has grown over the year because a number of people are finding it more easy and
convenient as well. Mainly, it includes buying products and services over the internet which may
influence and encourage customers towards the online goods (Wu, 2013). The main advantage of
online shopping is it save consumer’s time as they can easily purchase products from home and
from office easily. Along with this, online shopping relate with web browser which includes e-
web-store, e- shop, Internet shop, web store, online store and many. In organizational context,
online shopping help in increasing their profitability level by serving quality and valuable
services. With the assistance of this customers can easily buy company products over the internet
and satisfy their needs. Current research is based on Tesco, is famous British multinational retail
company which serve grocery products to customers in various countries. In this, company use
online shopping to influence their customers towards its offering. With the use of e-commerce,
company can easily reach larger number of consumers and at the same time also maximize their
profitability level. Furthermore, Tesco operate their business in retail industry in which they
make their customer base strong by providing them online services as per their needs and wants.
This will directly contribute in enhancing customer satisfaction and establishing competitive
image at market place also.
This research is based on the impact of online shopping on customer satisfaction. In this
regards, customers behaviour is continuously change as per market trends and demands thus, it is
important for company to provide effective information over their web page and sites. With the
help of this customers are easily identify and find best products as per their needs. As per current
scenario, number of people use internet and digital technologies to buy any kind of products as
compare to go stores (O. Pappas and et. al., 2014). As online shopping is consider as an easily
and convenient process for consumers to save their time and get quality products. In this context,
Tesco also use online platform in which number of customers are consume company products to
satisfy their needs. With the use of this technique, Tesco can easily enhance their brand image
and strong customer base as well. Mainly, overall success of the company is highly based on its
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customers and their satisfaction as well. Thus, it is important for company to effective serve their
quality products through e- commerce.
Shopping on Internet nowadays is the most convenient process as it is less time and cost
consuming in nature and provides comfort to people who are using this. With the help of this
company establish a two way communication with customers so as to know their needs and
requirements. Therefore, it can be said that internet has changed or transformed traditional
shopping method. With the help of cyberspace in purchasing goods and commodities shoppers
are gaining tremendous benefits. According to a survey conducted in 2015, it has been analysed
that United Kingdom comes under the third largest e-commerce market across the globe. Thus,
the market of online shopping is growing in a rapid speed and around 87 per cent of customers
are doing online purchasing which means a person is buying at-least one commodity online in
the last 12 months (UK Online Shopping and E-Commerce Statistics for 2017, 2018). Therefore,
as per the data released by Office for National Statistics in the year 2016 online shopping was
21.3 per cent which has raised to 30 per cent in the year 2017.
Most common online shopping that people do is for electronics and digital equipments
including video games, Other than this, some of the other elements are e-books, computers,
laptops etc. Apart from this, next sector that has one-third online purchase is from fashion
industry. In addition to this approximately forty-eight of percent of people purchase grocery
items online through mobile applications or internet.
Background of Research
As per current scenario, online shopping trend is continuously increased because number
of people are prefer to use internet to buy products and services over the internet. This is the
reason that various retail companies have their own websites that allows customers to purchase
products from online (Wu and et. al., 2014). It directly influences customer behaviour towards
the products and services. Tesco is a retail company and also having their websites through
which they easily reach larger number of customers. By this, company can easily increase their
customers base profitability level as well.
Research Aim
This section play an important role in research because it help in examining as well as
evaluating the whole research in systematic manner for attaining reliable and positive outcomes.
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In this context the main aim of this research is “To determine the impact of online shopping on
customers satisfaction. A case study on Tesco.”
Research objectives
It is one important part of the research which is based on the research issues. In this
investigator is responsible for determining valuable and effective objectives to examine the
whole research in effective way. In this context, there are some research objectives are as
follows:-
 To determine the concept of online shopping.
 To determine the elements that contributes towards customer satisfaction.
 To identify the importance of online shopping to enhance customer satisfaction.
Research questions
 What is the main concept of online shopping?
 What are the elements that contribute in customer satisfaction?
 What is the major importance of online shopping to enhance customer satisfaction?
Rationale of research
The main purpose of carry out the research is to evaluate the impact of online shopping
on customers satisfaction. By this, investigator will improve their skills and knowledge towards
the specified topic and take right decision. As it is included wide area of research that may
accomplished the scope for learners who has interest in this research to enhance their
capabilities. In context of personal aspect, it support researcher to develop their skills related
with investigation and data presentation which help them in undertaking whole study in
systematic manner. Furthermore, online shopping is a wider concept in market which improve
the customers preferences towards the company and its products as well. This may aid in
satisfying their needs and wants and make them satisfied. It help in improving the loyalty of
customers and at the same time also accomplished competitive brand image of the company at
market place.
Chapter 2: LITERATURE REVIEW
It is one of the important parts of research as it help researcher to carry out the research in
effective and in-depth manner. With the assistance of this, investigator can easily attain positive
and reliable results (Chen, 2012). Mainly, it is an evaluation in which researcher gather
information through literature reviews.
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Concept of online shopping
According to Orel and Kara, (2014), online shopping is the way through which buying of
goods and services took place by electronic using internet. The online stores came for business in
1992. It is a form electronic commerce. When online business enables firm to buy another, the
stage is called business to business (B2B) online shopping. It is act of buying goods and services
with help of internet which means going electronic, searching seller's sites and ordering. It
includes purchasing from online shop, web-shop, web-store, online store, e-store. It has
popularly grown from past years as convenient, easy, time saving for people.
The online hopping has grown its market very efficiently. All types of customers prefer
online shopping. There are various online shopping applications such as snap-deal, lime-road,
Amazon, Flipkart, Myntra. The payment method for online can be as per convenient of user such
as: debit card, credit card, cash on delivery, postal money order, gift cards, Amazon payments,
etc. The main purpose is to create relationship between customers and money making. It is
available for 24*7 so that anytime anywhere product can be ordered and delivered. It provides
huge discount for customers during festival season. It is easiest and time saving technique for
user. Tesco also follow online concept for profit maximization.
According to the recent scenario, companies who are operating their business are facing
tough competition. Thus, online shopping has become the most powerful sources of purchasing
or buying goods and commodities. Most of the companies in this context have developed e-
commerce sites or web page and concept extraction can works as a solution in this relation.
Online shopping can have a significant impact on decision making of an individual because
when it comes to marketing consumer look out for product reviews whether it is reliable or not
and in terms of women according to the statistics around sixty-eight per cent of consult reviews
of commodities before purchasing and other fifty-six percent of customers collects information
from social media and other similar sites (Jiang, Yang and Jun, 2013). Therefore, it can be said
that opinions of other always puts and impact on decision making and its consequences can be
seen in sales and profitability of an organisation.
Elements that contribute in customer satisfaction
According to Shin and et. al., (2013), Customer satisfaction can be directly linked with
customer loyalty for example: if company is unable to provide better services than consumers
can move towards other companies who are dealing in the same sector. Thus, if an organisation
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wants to sustain in market for a long term then it should deliver products which are best in
quality. Customer satisfaction is generally based on four predictable factors and these are stated
below for better understanding:
A perfect Product: Customers want to pay for the products which are defect free and are
of best quality. For example: Customers of TESCO, wants that their product should be perfectly
designed so that it can attract customers thus, company will inform its suppliers about the
requirement needed by consumers. As a result, it will aid firm in delivering best quality products.
Therefore, this will work as a factor with the help of which customers can be satisfied.
Delivery Service: Under this, perfect product needs to be taken care off so that it can be
delivered to customers effectively. In terms of TESCO, they have better logistic system which is
assisting company in delivering of products and services. For example: if product is not
delivered on time is equivalent of a defective one (Liu, Burns and Hou, 2013).
Timeliness: In this, company tries to deliver products right on time without any delay
and TESCO has raised the timeliness bar and this happened because of skills and knowledgeable
employees working within the organisation.
Effective solutions: Service breakdown works as one of the crucial problem for an
organisation as this can hamper the relationship between consumers and company. Therefore,
solving issues and problems are very important if company wants to achieve goals and
objectives. Thus, this will enable company in delivering goods which can satisfy customer needs
and requirements.
For TESCO, customer satisfaction is the main objective of any business. The elements
which contributed in satisfaction of customer are:
Accessibility
The satisfaction of consumers depends upon availability of products and services. If
consumers get goods where they want are satisfied. Tesco make its all product online in other
applications which make work easier and user happy.
Navigation
The website which has difficulty to navigate leads to customer dissatisfaction and
frustration (O. Pappas and et. al., 2014). User should be able to find products very easily in
online. The company which have problem in navigation loses customers. Tesco always best site
for accepting and maintaining relation.
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Page load speed
It is important to have good speed of loading pages at internet. It is said that if website is
processing fast, then visitors will be happy. A delay in one second page loading leads 11% less
page views and 16% customer satisfaction decrease. Tesco should use good service for speedy
loading for users.
Convenience
It is the most important element for customer satisfaction. It influences purchasing power
decision of consumers (Shin and et. al., 2013). It includes five variables such as decision,
transaction, access, benefit and post benefit. Tesco should provide convenient for goods and
services.
Product Quality
It is very important element which contributes customer satisfaction. The quality of
products should be very good as per requirement of consumers for which they have paid. Tesco
always provide high quality goods and services to user.
Importance of online shopping to enhance customers satisfaction
According to Dabholkar and Sheng, (2012), Customer satisfaction is the main motive for
any business. Online shopping is the easiest way a customer goes for when they decide shopping
online. Awareness about the different products among customers is through internet. As the
number of internet users is increasing there is increase in rate of online buyers. Importance of
online shopping in enhancing customer satisfaction is discussed.
Convenience: The best part of online stores is that it is available 24 hours a day for the
customers to do shopping. That is the reason customers are satisfied and do not have to run and
waste time by running from stores to stores to do shopping.
Information and reviews: Online shopping allows customer to get information about the
products as each online sites give detailed information about the product with pictures. There are
many sites which takes review of the customers which helps the customer to purchase different
variety of products at cheaper rates (Wu, 2013).
Home delivery concept: Earlier people used to roam around the market to purchase
products and now online shopping is making it convenient by delivering the products to the door
step of the customers.
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More variety: There are a wide range of products on online sites. Customers can purchase
products from anywhere across the globe without spending travelling expenses. Some online
shops even accept the delivery of the products which are out of stock.
More control: In online shopping customers have more control on their purchasing power
as they end up buying the products which they really wanted whereas in conventional shopping
people tend to spend more than what they have actually planned and do not buy exact products
which they were supposed to purchase (Yoo, Kim and Sanders, 2015).
CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is considered as an important aspect through which investigator
scan easily carry out the research in effective manner. Mainly, this section is theoretical analysis
which applied by investigator for collecting relevant data and information about specific topic
and area as well (Jiang, Yang and Jun, 2013). Thus, it is important for investigator to select
appropriate method to investigate the study in order to attain favourable results. It includes
various tools and methods to undertake research activities in effective manner:
Research onion-
Research onion is the process of determining the stages which covered in carry outing the
research activities in effective manner. In addition of this, every stage define in-depth
information about research activities and process as well. The first stage defined research
philosophies, in second stage research approaches are defined, in the third stage research
strategies are also defined in detailed way. Along with this, four layers define time horizon and
last one defines the collection of data. All these directly contribute in making overall research is
more effective and appropriate as well. In this context, the main advantage of research onion is to
determine various stages which help in observing data collection method.
 Research philosophy: It is one of the effective methods which investigate set of beliefs
with reality. It helps researcher in carry out the research activities in effective way. With
the use of this, investigator can easily find out the best way to attain set goals and
objectives. There are two types of research philosophies, namely, positivism and
interpretivism. Both philosophies are effective to gather relevant data about the research
topic. Positivism philosophy relate with hypothesis and questions of research. With the
use of this approach, researcher can easily find out existing knowledge (Ha and Im,
2012). Furthermore, interpretivism philosophy is support to evaluate that how individuals
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are engage in cultural life. For this research, investigator use interpretivism research
philosophy to gather data towards the specific topic and area as well.
 Research approaches: It is also an important way of collecting relevant data and
information about the specific area. Mainly, there are two types of research approach
such as inductive and deductive (Toufaily, Ricard and Perrien, 2013). In inductive
research approach is relate with general as it does not need framework to collect data and
information. On the other side, deductive approach refer to the developing new theory in
existing model with the aim of determining effective approach to gather relevant
information. For this research, investigator use inductive research approach to attain
positive and reliable results. Thus, it can be said that research approach is determined as a
plan which includes certain steps while collecting data and information so that it can be
analysed and interpreted. Research approach is mainly depends upon the nature of
research. Furthermore, research approach is classified into two categories approach of
data collection and approach of data analysis or reasoning.
 Quantitative and qualitative approach: This is also an important method of collecting
relevant data and information. In this quantitative method is related with numerical data
to maintain validity. Mainly, it is used to investigate large number of social phenomena
towards the situation in which number of respondents are there. On the other side,
qualitative approach is also used for evaluating that how respondents present their views.
For this research, investigator use quantitative research to attain better results (Audrain-
Pontevia, N’Goala and Poncin, 2013).
 Research strategy: Under this, investigator gathers data by using effective strategy with
the aim of attaining positive outcomes. It includes various strategies such as grounded
theory, experiment, survey, action research, case study and many more. Form all these
methods, researcher use survey for carry out the research activities in effective manner. A
research strategy includes step-by-step procedure of executing a plan. Basically, it
provides direction to ideas and thoughts which is required for conducting the research in
an effective manner.
 Choices: It includes the ways to adopt quantitative and qualitative method for carry out
the research activities in systematic manner. In this context, three types of methods are
there and these are mono method which is used by companies who are using one
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approach of research for conducting the study (Amin, 2016). Apart from this, the second
one is known as mixed method under which both qualitative and quantitative methods are
used in order to do the entire study so that effective outcomes can be generated. Multi-
method is the last approach in which research is classified into different and separate
segments so that specific data set can be produced.
 Time horizon: This step includes time frame in which project will be completed. In this
context, it determine in two type of horizons like cross sectional in which both qualitative
and quantitative is being used as it assist investigator in analysing behaviour of
individuals. Another time horizons which is used is longitudinal this is optimised by most
of the investigator because it puts control over variables which is required to be studied.
For this researcher, investigator use longitudinal methods for completing the research in
effective way.
 Data collection and analysis: It is last step of research onion which is relate with
analyzing as well as interpreting information that gathered by investigator from various
sources (Wu and et. al., 2013). In this investigator use questionnaire and sample group to
effectively interprets data and information to attain positive outcomes.
There are various kinds of methods which are used for collecting information for
executing the activity in a better manner. Generally, researcher use two methods of data
collection and these are primary and secondary method for evaluating better outcomes. Both the
methods are explained below for better understanding.
 Primary Method: In this investigator gathers information for the very first time through
experiences and efforts. It is mainly adopted with the purpose of getting effective results
for a solution and an issue. It is cost and time consuming but helps ion analysing
gathered data and information properly (Shin and et. al., 2013). Primary method of data
collection includes surveys, interviews etc.,
 Secondary Method: In this, information are gathered from different source like books,
journals, magazines etc., although data that are collected are second handed but it is used
for making literature part more appropriate and effective in nature. Secondary method of
data collection is less time consuming and provides appropriate information for a
specific topic.
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From the above mentioned methods, in order to conduct this research researcher is using
primary method of data collection and this will provide effective information for evaluating a
valid conclusion. With the help of primary method accurate and reliable data is being collected
as compared to secondary method of data collection.
CHAPTER 4: DATA ANALYSIS
INTERPRETATION
Theme 1: Concept of online shopping
Q1) Are you aware about the concept of online shopping? Frequency
a) Yes 34
b) No 16
Interpretation: In today's scenario, online shopping is the most common and convenient
way of purchasing goods and products. People are more likely to buy stuffs through online
process as they get variety of products without going to anywhere. Online purchasing is also
known as e-commerce and it is basically done via internet. With the help of the above mentioned
graph it has been evaluated that, as per the view points of 34 respondents out of 50, they are
10
a) Yes b) No
0
5
10
15
20
25
30
35
Column B

saying 'Yes', which means they are aware of the concept online shopping and they know that
online shopping is done through electronic medium using mobile phones, applications or
websites. Whereas other 16 of the respondents have chosen option 'No', which clearly states that
they are not aware of the concept of online shopping and till date they do shopping in a
traditional way.
Theme 2: Choosing online shopping
Q2) Why you choose online shopping? Frequency
a) Very convenient and time saving 22
b) Low Price 15
c) Product variant 13
Interpretation: With the change in course of time numerous online shopping sites have
emerged and people are using them according to their convenience. Many companies are
developing their own websites and mobile applications for doing online shopping. Customers are
using this because they get rewards or loyalty points. According to the graph mentioned above it
can be evaluated as per the 22 respondents out of 50 they have chosen the first option i.e.
11
a) Very convenient and time saving
b) Low Price
c) Product variant
0
5
10
15
20
25
Column B

convenient and time saving which means that most of the respondents are in favour of this as
because with the help of an application they can order their stuffs sitting at home. Whereas
according to other 15 respondents they choose online shopping for low cost because some of the
items can be purchased at relatively less price as compared to goods that are found in retail
stores. Doing online shopping provides customers with biggest advantage as they get variety of
products. Thus, according to the 13 respondents out of 50, they do online shopping because of
the variety goods available. Customers don't have to go to outlets or shopping malls for
purchasing goods and products as in one application they can get the numerous stuffs.
Theme 3: Elements that contributes in customer satisfaction
Q3) As per your concern what are the elements that
contributes in customer satisfaction?
Frequency
a) Accessibility 11
b) Navigation 14
c) Page load speed 10
d) Convenience and Product Quality 15
Interpretation: Most of the company run their business in order to gain maximum
benefits and profits. But along with this, it is necessary that they provides goods and services
12
a) Accessibility
b) Navigation
c) Page load speed
d) Convenience and Product Quality
0
2
4
6
8
10
12
14
16
Column B

which can satisfy needs and requirements of customers. As a result, it will assist company in
sustaining loyalty of consumers for a longer period of time. Therefore, with the help of the graph
represented above it can be evaluated that as per the 11 respondents out of 50 if using application
is easily accessible than it will improving customer satisfaction. Thus, it is crucial that TESCO,
develops application using software which are of best quality and doesn't hang. Whereas, other
14 respondents think that if applications is easy to use with simple features that customers
satisfaction can be increased because there might be times when using application can be
difficult for some person. As a result, customers can shift to other applications or brand which is
easier to handle. There can be situations when servers are overloaded because of access use
which can slower down the speed of loading a page this can develop a negative image in front of
customers. Rest of the respondents i.e. 15 have chosen the last option which means according to
them if company provides product quality along with convenience than customer's satisfaction
can be fulfilled because most of the consumers long for products that are superior in quality.
Theme 4: Online shopping improves customer satisfaction
Q4) Does online shopping enhance customer satisfaction? Frequency
a) Yes 36
b) No 14
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Interpretation: Biggest advantage of technology is that it has made life more easy and
convenient. Companies are trying to retain its customers so they are delivering goods and
services which are according to the needs and requirements. Therefore, according to the graph
mentioned above it can be evaluated that as per 36 respondents out of 50 they are agreeing with
the fact that online shopping in assisting company in improving customer satisfaction because in
terms of TESCO, they are resolving most of the issues and problem of customers through online
process. As a result, company is one of the leading firms in retail sector in United Kingdom.
Whereas other 14 respondents are saying 'No', because they are not agreeing with the fact that
online shopping is enhancing customer satisfaction as they believe that sites of TESCO contains
lot of traffic because of which they cannot easily access the sites and for purchasing goods they
have to go to stores and nearby outlets.
Theme 5: Various modes of online shopping
Q5) What kind of different modes of online shopping you are
using?
Frequency
a) Mobile Applications 30
b) Websites 15
14
a) Yes b) No
0
5
10
15
20
25
30
35
40
Column B

c) Pop ups 5
Interpretation: Customers have different options for choosing mode of online shopping
according to their comfort level. Some of them use mobile application and other considers
respective websites for purchasing goods and services. With the help of the above mentioned
graph it can be evaluated that as per 30 respondents out of 50 respondents they prefer mobile
applications because it can be accessed in mobile phones. TESCO has its own mobile application
which can be easily downloaded and accessed for performing activities like purchasing or
ordering stuffs. The main issue with mobile application is of small screen i.e. why 15
respondents out of 50 are saying that they prefer websites rather than mobile applications for
doing online shopping. Rest 5 respondents have chosen the third option which means with the
help of pop ads they do shopping.
Theme 6: Customer satisfaction aid in improving sales of marketing
Q6) Does customer satisfaction helps in increasing sales of
marketing?
Frequency
a) Yes 40
15
a) Mobile Applications b) Websites c) Pop ups
0
5
10
15
20
25
30
Column B

b) No 10
Interpretation: Customer’s satisfaction is very important because on the basis of their
perception most of the sales of a company depends on what consumers thinks about the product
given by firm. Therefore, with the help of the graph mentioned above it has been evaluated that
according to 40 respondents out of 50 as they have chosen the first option which means they
believe that is customers are satisfied with the products than firm’s sales and profitability can be
increased. For instance: TESCO, is selling grocery items and these are good in quality than
customers can prefer other person as well thus, this will definitely improves sales of the
company. Whereas other 10 respondents are not agreeing with the fact as they are saying ‘No’,
which means according to them company is not at doing anything for customer satisfaction
which means sales cannot be increased in the past few years.
Theme 7: Various ways of measuring customer satisfaction
Q7) According to you what are the different ways of
measuring customer satisfaction?
Frequency
16
a) Yes b) No
0
5
10
15
20
25
30
35
40
Column B

a) Survey customers 14
b) Assess the competition 11
c) Loyalty measurement 10
d) Taking Feedbacks 15
Interpretation: There should be a main purpose of companies which is to provide better
services and facilities so that customer satisfaction can be gained this will create a positive image
of company in front of its consumers. Customer satisfaction can be measured with the help of
various tools. Therefore, with the help of the graph mentioned above it has been evaluated that as
per 14 respondents out of 50 thinks and believes that customer survey is the best possible way of
measuring customer satisfaction this enable company in understanding the choice and
preferences of consumers and assist firm in delivering products accordingly. Other than this, 11
respondents are saying that by assessing the competition TESCO can know about the level of
standards because this will help firm in comparing services which respective company is
providing with rival organisation. Apart from this, 10 of the respondents out of 50 are saying that
customer satisfaction can be measured with the help of loyalty measurement like how often
consumer purchase goods from the same site. This will help customers in providing proper
ratings to the service and company as well. Rest 15 of the respondents believe that taking
17
a) Survey customers
b) Assess the competition
c) Loyalty measurement
d) Taking Feedbacks
0
2
4
6
8
10
12
14
16
Column B

feedbacks is the best way of measuring customer satisfaction because it provides clear insight of
what customers think about the facilities firm is providing.
Theme 8: Customer satisfaction aid in building a positive image
Q8) Does customer satisfaction helps in building a positive
image of company?
Frequency
a) Yes 38
b) No 12
Interpretation: In relation with customer’s perception abut company always act as a
positive and negative aspect because there can be a possibility that consumers are satisfied with
the services provided but it can be vice versa. Thus, from the above mentioned graph it has been
evaluated that according to 38 respondents out of 50, as they are saying ‘Yes’, which means that
they are agreeing with the fact about customer satisfaction helps in building a better image
company in front of consumers. On the contrary, according to 12 respondents, customer
satisfaction has nothing to do with the improvement of brand image of firm because they have
chosen the option ‘No’.
Theme 9: Reviews and feedbacks are helping company in making improvements in
commodities?
18
a) Yes b) No
0
5
10
15
20
25
30
35
40
Column B

Q9) Does review and feedbacks of loyal customers help in
making improvements in products?
Frequency
a) Yes 32
b) No 18
Interpretation: Review and feedbacks work as a positive factor for an organisation
because it gives information about the services and facilities that the company is providing to its
customers. This can have both positive as well as negative impact in the business activities, but if
firm takes these compliments in a positive way that they can make improvements in their
products and deliver goods according to the choices and preferences of customers. Therefore,
with the help of the above mentioned graph it has been evaluated that as per 32 respondents out
of 50, they said 'Yes', which means they are agreeing with the fact that reviews and feedbacks
assist firm in making improvement in their products. Whereas 18 of them are saying 'No', which
states that even after taking feedbacks and reviews company doesn't perform well and provide
the same service.
CHAPTER 5: CONCLUSION AND RECOMMENDATION
Recommendation
19
a) Yes b) No
0
5
10
15
20
25
30
35
Column B

The research into consideration is based on the impact of online shopping on customers
satisfaction. It is a wide area of research which provides effective knowledge regarding the
chosen area of work. From the overall analysis of the project it has been recommended that
company should analyse the need of targeted market in respect to providing them satisfactory
services and products. The company should also use suitable online marketing strategies like
social media, in respect to exploring its business function in proper manner. The company should
also analyse the strategies used by its rivals in respect to implementing an appropriate strategy to
expand operations in proper manner.
Reflection:
Customer satisfaction for a company plays a crucial role as they can put a positive or a
negative impact on the image of the firm. Online shopping is the best source of knowing the
behaviour of consumers towards their brand. With the help of this, company can determine the
changing trend along with the choices and preferences of consumers so that commodities can be
provided accordingly. Therefore, after completion of this research project, I have analysed that
most of the companies consider the feedbacks and reviews of given by their valuable customers
which further assist firm in delivering products and goods in speculated time frame. In order to
do this research I studied various articles which enhanced my knowledge and clear my concept
about customer satisfaction. Other than this, with the help of my mentor I chose the best suitable
methodologies for getting best results so that it can be further used for evaluating the possible
outcomes. In order to collect data and information I realise that questionnaire is the best
approach and for this I formulated 10 questions and all were open ended. Thus, this helped me
out in getting appropriate responds from respondents. For me this approach was cost effective
and less time consuming as well. Therefore, entire process helped me out in evaluating best
outcomes which made my research reliable.
In order to collect data and information there are numerous methods as for conducting
this research I have used questionnaire but it this method cannot provide in - depth knowledge
about the perception of customers. Therefore, interview method can be used as an alternative
research methodology. As a result, it will give appropriate information about related topic and
specific issues. Other than this, I can also use observation method for conducting this research as
in this investigator observes the behaviour of participants. Basically, this method is relevant for
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social science and marketing. Therefore, these are some of the alternative methods which
investigator can use for accomplishing entire research in an effective manner.
Limitation
Research includes various limitation that directly impact on the completing the project
activities. Thus, it is important for investigator to analysis the limitation so that they can easily
execute research in successful manner. In this context, major limitation is related with time and
cost in which researcher is responsible for managing time and cost by preparing an effective plan
and procedures. With the assistance of this, researcher can easily execute research activities and
complete the project in stipulate time frame. This will improve the chances of attaining positive
and reliable outcomes at the end of the research.
CONCLUSION
From the above report it has been evaluated that, nowadays' people are opting online
shopping instead of going to the outlets and purchasing goods and commodities. The main
reason behind this is that in online shopping customers get a variety of products which makes
easier for consumer of choosing product accordingly. Furthermore, customer satisfaction is very
important and company produce goods and services accordance to consumers needs and wants.
Therefore, if firm provides better services and facilities than they can fulfil the requirements of
consumers as a result, customer's satisfaction can be fulfilled.
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Appendices
Questionnaire
Q1) Are you aware about the concept of online shopping?
a) Yes
b) No
Q2) Why you choose online shopping?
a) Very convenient and time saving
b) Low Price
c) Product variant
Q3) As per your concern what are the elements that contributes in customer satisfaction?
a) Accessibility
b) Navigation
c) Page load speed
d) Convenience and Product Quality
Q4) Is online shopping enhance customer satisfaction?
a) Yes
b) No
Q5) What kind of different modes of online shopping you are using?
a) Mobile Applications
b) Websites
c) Pop ups
Q6) Does customer satisfaction helps in increasing sales of marketing?
a) Yes
b) No
Q7) According to you what are the different ways of measuring customer satisfaction?
a) Survey customers
b) Assess the competition
c) Loyalty measurement
d) Taking Feedbacks
Q8) Does customer satisfaction helps in building a positive image of company?
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a) Yes
b) No
Q9) Does review and feedbacks of loyal customers help in making improvements in
products?
a) Yes
b) No
Q10) Does online shopping provides you appropriate information about the products and
services provided by the company?
a) Yes
b) No
Q12) Do you want to provide any suggestions for improving company's performance?
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