Amazon Business Analysis: Customer Experience, CSR, and Brexit Impact

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INDIVIDUAL REPORT
AMAZON
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Table of Contents
LIST OF FIGURES.............................................................................................................................3
1. INTRODUCTION...................................................................................................................4
2. ANALYSING THE ISSUES AND RECOMMENDATIONS RELEVANT TO MANAGEMENT
THEORY...................................................................................................................................... 5
3. BENEFITS OF CORPORATE SOCIAL RESPONSIBILITIES PROJECTS.........................................7
4. POSSIBLE IMPACT OF BREXIT ON AMAZON........................................................................8
5. REFLECTING BENEFITS AND CHALLENGES FACED AT AMAZON AS WORKING IN A TEAM
AND ALSO THE NEED TO DEVELOP THE SKILL AREAS.................................................................9
6. CONCLUSION.....................................................................................................................10
REFERENCES.................................................................................................................................11
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LIST OF FIGURES
Figure 1 The Gap Model.................................................................................................................5
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1. INTRODUCTION
The purpose of this report is to analyse the issues at Amazon by providing the relevant
management theory. Amazon is a multinational technology-based company situated at Seattle,
Washington, U.S. and was founded by Jeff Bezos on 5th July 1994 (Majed, 2018). This report
carries the importance of CSR and the effect of Brexit as well as the benefits and challenges
faced by the team member.
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2. ANALYSING THE ISSUES AND RECOMMENDATIONS RELEVANT TO
MANAGEMENT THEORY
The current issue is facing by Amazon is customer experience. Amazon is too much focused on
economic aspects, while more of the opportunities the company can find out by focusing on
customer experience by managing the need to fair delight their customers more (Lemon and
Verhoef, 2016).
The issue is to be rectifying by applying The Gaps model of service quality at Amazon, this gap
refers to the service quality which lays the difference between customer expectations and
perceptions (Desai and Kahar, 2017). There are 5 service quality Gaps should be followed by
Amazon:
Figure 1 The Gap Model
(Source Desai and Kahar, 2017)
 Gap 1
The listening gap: This includes the difference between customer expectation and Amazon
perception (Desai and Kahar, 2017).
 Gap 2
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The service design gap: This includes the difference between the Amazon perceptions of
customer experience and customer service designs.
 Gap 3
The performance gap: This includes the difference between customer service design and the
delivery of service (Desai and Kahar, 2017).
 Gap 4
The communication gap: This includes the difference between the delivery of service and
external communication.
 Gap 5
The customer gap: This includes the difference in customer expectations and service provided
perceptions (Desai and Kahar, 2017).
The differences can be established by understanding the customer needs and wants by filling
the gaps related to the issues of customer experience on the service and product quality of
Amazon. The recommendations for Amazon are creating customer journey map and by
developing an emotional connection of customer with Amazon and its brands and at last
capture the feedback and the satisfaction level of the customer (Lemon and Verhoef, 2016).
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3. BENEFITS OF CORPORATE SOCIAL RESPONSIBILITIES PROJECTS
Corporate social responsibility refers to the corporate citizenship and a self-balance business
model which helps to be socializing with its investors and the public and the impact of the CSR
on the aspects of society including environmental, social and economic (Unit, 2015).
CSR helps Amazon as its stakeholders help the company in the growth of e-commerce.
Amazon's investors have extensively varying benefits in consideration of global reach. The
benefits of corporate social responsibility are its strategy, programs and policies for a broad
scope of the Amazon.
Satisfying the stakeholders’ benefits Amazon’s to maintain its market position as the leading
online trade company in the global market (Unit, 2015). The Amazon CSR programs are aimed
to address and please the interest of groups of the stakeholders which includes:
 Customers
The corporate society of Amazon gives the highest priority to its customers as the important
stakeholders of the group. Amazon satisfies all the interest areas of the customers includes fair
pricing, online security and convenience of service by emphasizing on the service and
technology (Unit, 2015).
 Employees
Amazon values its employees as they play an important role in the policies of corporate social
responsibility and organizational performance. The employees are the stakeholders of the
company and their interest laid on career development and competitive compensation.
Amazon satisfies the interests of employees by conducting leadership programs for them.
 The Communities
The communities play a significant role as they influence the customer perception on the goods
and services of Amazon. Their interests lay on development support through healthcare,
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environmental conservation and education. Amazon addresses their interest by the primary
community amazon smile and the support arm (Unit, 2015).
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4. POSSIBLE IMPACT OF BREXIT ON AMAZON
The possible impact of Brexit on Amazon's free flow of labour, services and goods may not
remain unrestricted through the United Kingdom and Europe.
 Fulfilment centres
Amazon can maintain a number of fulfilment centres for the smooth functioning of operations
in Europe (Dhingra, 2016). The need is to set up additional warehouses in the European Union
and the United Kingdom for maintaining operations of Amazon and presenting faster delivery
selections in more countries.
 Hiring
Amazon is hiring candidates across the country for around 2500 permanent jobs at two new
warehouses in the UK in the range of function at its 10 success centres at its London
headquarters. Amazon created immediate recruitment in the UK and Brexit could build some
interruptions for the company in the near time (Dhingra, 2016).
 Sales
Under Brexit, the U.K and the entire E.U. are facing trivial economic uncertainty. The GDP
growth rates are falling on lower trade and investment activity result in its exit from the
European Union (Dhingra, 2016).
 Taxation
The Amazon pays it a tax for its operations to the UK, therefore, there is an unlikely impact of
Brexit for the Amazon (Dhingra, 2016).
 Web services
In addition to make cloud services more accessible and faster the data centres will help Amazon
zone off worries of information safety and are located in the U.K (Dhingra, 2016).
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5. REFLECTING BENEFITS AND CHALLENGES FACED AT AMAZON AS
WORKING IN A TEAM AND ALSO THE NEED TO DEVELOP THE SKILL
AREAS
As working in a team I had faced many difficulties by working as a team member at Amazon.
There were many tasks given to us for a specifically defined time and doing work with different
people of different culture, different perceptions, different language and different thinking was
not so easy. I had faced difficulty in managing time according to the task defined time because
of the communication gap between the team members. It was a challenge for me to work
effectively at a specified time with new people in the group (Fidalgo-Blanco, 2015).
The benefits of Working in a group reflects learning and improving my skills as I had learned
many different things while working together in a team as it helped me in learning new
languages, ethics etc. by communicating with other members it helped me in improving my
communication skills and reduce the fear of hesitation. It also helped me in grooming my skills
by sharing views and thoughts with team members and by attending the activities of training
and development helped in developing my skills as well as more knowledge about working
culture at Amazon (Fidalgo-Blanco, 2015).
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6. CONCLUSION
As a result of this report on Amazon, this report analyzed the issues and recommendations by
providing the relevant management model of customer experience. This report also stated the
importance of corporate social responsibility and the effect of Brexit. This report had also
included the benefits and challenges faced by a team member.
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REFERENCES
Desai, M.P. and Kahar, M.N.M., 2017. AN EVALUATION OF SERVICE QUALITY AND CUSTOMER’S
SATISFACTION OF GENERAL INSURANCE COMPANIES IN SURAT CITY: A STUDY BASED ON
SERVQUAL GAP MODEL. Inspira-Journal of Commerce, Economics & Computer Science:
October-December.
Dhingra, S., Ottaviano, G., Sampson, T. and Van Reenen, J., 2016. The impact of Brexit on
foreign investment in the UK. BREXIT 2016, 24, p.2.
Fidalgo-Blanco, Á., Sein-Echaluce, M.L., García-Peñalvo, F.J. and Conde, M.Á., 2015. Using
Learning Analytics to improve teamwork assessment. Computers in Human Behavior, 47,
pp.149-156.
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the
customer journey. Journal of marketing, 80(6), pp.69-96.
Majed, S.Z., Nuraddin, S.H. and Hama, S.V.S., 2018. Analyzing Amazon success strategies.
Journal of Process Management. New Technologies, 6(4), pp.65-69.
Unit, B., 2015. Corporate social responsibility.
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