Research Project Assignment - Impact of Online Shopping on Customer 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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