Factors Affecting Customer Loyalty in Online Retailing: A Case Study of Ocado

TASK 4.1

RESEARCH TITLE
To identify the factors that affects the
customer loyalty in online retailing in the
UK: Case study of Ocado

INTRODUCTION
Consumers are considered as a most important part of any organization. It is
quite essential for companies to motivate their workers in order to perform well. This is
the best way through which they can provide high quality services to all their
customers. Within the area of online retailing there are several factors which affect the
buying decisions of customers such as visibility of website, price, quality of services,
delivery etc. Nowadays, people are highly attracted towards the online shopping as
they can buy everything from here on a short time period. With having several positive
factors there are some negative factors which highly affect the decisions of customers.
Each and every online retailer tries to attract customers by satisfying their needs and
making the right product available for its customers.
The present research is based on the case study of Ocado Company which is
British online supermarkets and has been voted as best online supermarkets of UK.
The main aim of this study is to evaluate all those factors which affect the consumer
loyalty within the online retailing segment which affects the customer loyalty.
According to Heinonen (2010) being a loyal customer, consumer always expect quality
services from company. Due to this factor, company should take several steps by which
all their workers feels motivated and give advanced services to their customers.

RESEARCH OBJECTIVES & RESEARCH
QUESTIONS
Research objectives
• To identify the importance of consumer loyalty within the
online retailing segment Ocado.
• To evaluate the current trends prevailing in online retailing
segment
• To analyse different factor that affects the consumer loyalty
in Ocado
• To provide different recommendations in order to gain
consumer loyalty within the Ocado online retailing
company.
Research Questions
• What are the various factors which majorly affects the
loyalty of customer within the online retailing segment?