Dissertation: Analyzing Amazon's Customer Loyalty Strategies in the UK

This dissertation investigates how Amazon achieves customer loyalty in the UK market. It begins by defining customer loyalty and its importance, then explores Amazon's strategies for fostering it. The research includes a literature review examining existing studies on customer loyalty and its impact on brand image and profitability. The methodology section outlines the research design, including data collection methods through qualitative techniques, thematic analysis, and a sample size of 20 Amazon managers. The findings reveal customer satisfaction with Amazon's services, the impact of customer loyalty on business performance, and the significance of loyalty programs like Amazon Prime. The analysis also addresses consumer concerns in online shopping, such as payment security and product quality, and examines reasons for choosing Amazon. The dissertation concludes with recommendations for improving customer service and payment security, aiming to enhance customer loyalty and brand perception. References to relevant academic sources support the analysis.

An investigation into how Amazon
achieve customers loyalty in UK
Dissertation

Aims and Objectives To investigate ways through which Amazon achieve
customer’s loyalty in UK”.
 Aim:
 The main aim of the dissertation is to investigate ways
through which Amazon achieve customer’s loyalty in
UK.
 Objectives:
 On the basis of topic, several objectives have been
developed by researcher, which are described as below:
 To understand the concept of customer loyalty for
organizations
 To determine importance of customer loyalty for Amazon
in UK.
 To identify the strategies that are applied by Amazon to
make regular customers to loyal once.
 To recommend way to improve customer’s loyalty
towards Amazon in UK

Introduction
 What is it about
 Customer loyalty is a trust and believes of the
customer with any particular company's product and
services. If customer loyalty is being strong about the
organisation then company's profitability and market
share can automatically increase. In a simple word it
can be said that customer loyalty is a process under
which customer influence to purchase the same
product and services from the same organisation
again and again because of their satisfaction.

Conti...
 Customer loyalty can improve among the customer while particular company's
product and services provides effective satisfaction to customer and they are
effectively satisfied from the product prices, features, quality and characteristic.
Customer loyalty is the only phrase that is commonly used by corporations in
modern business today. It is one of the beneficial tool that helps in increasing profit
of entities and sustaining in the market for longer period. In order to improve the
customer loyalty, company needs to understand the buying behaviour of the
customer and their choice, perception, requirement about the product and services
etc.
 The following dissertation provides the depth knowledge and understanding about
how company can achieve customer loyalty and how company it able to improve
customer loyalty by deliver effective product and services. In this following
dissertation, Amazon company has chosen for investigation to how it can able to
improve customer loyalty. The following research study provides the understandings
about how company can create customer loyalty by use several ways.

Introduction to the company
In the present era, many companies forcing its
manager to improve the customer relationship so as
it can able to improve customer loyalty. With
assistance of higher customer loyalty, company can
able to gain its long term growth and stability in the
co competitive market. Customer loyalty is a kind of
competitive advantage by which firm can easily earn
effective profitability and market share in the
market.

Contin...
In the following dissertation, researcher has chosen Amazon for to
investigate the ways by which Amazon attain customer loyalty in the
UK market. Amazon is an American electronic commerce and cloud
computing corporation that was launched in the 5 July 1994.It is one
of the largest internet based retailer in the world by total sales and
revenue in the market. It is dealing with all kind of consumer products
like apparel, furniture, toys, food, jewellery, electronics, video games
etc. The major objective of this cited venture is to earn maximum
profitability and market share. For this objective, company required to
improve customer loyalty so that various ways to enhance customer
loyalty has been addressed in this dissertation.

Literature Review
Literature Review is a very important part in the dissertation which
is provided a depth knowledge and understanding about the
research topic. It can also say that, it is an in-depth evaluation of
the previously conducted research by the other researchers. This
is a summarised form of the research topic or area which allows
others to identify the motive behind research. In the following
dissertation, literature review can conducted in order to identify
the impact of customer loyalty in the Amazon.

Conti...
As per the view of Aaker, (2012) Customer loyalty is
one of the effective measure which assist to
company in increasing the profitability and brand
image in the market. In a simple word it can be said
that customer loyalty is a process under which
customer are influenced to purchase the same
product and services again and gain from the same
company. It is a kind of trust and interest of the
customer by which they attracted toward the same
organisation for purchasing its product and services.

Research Methodology
Research methodology is one of the important chapter in the research study by which
investigator can obtain an appropriate solution. Researcher will take support of
several tools and techniques that can help in drawing a valid conclusion. Research
design, philosophy, sampling, data analyses, ethical consideration, research limitation
will be described in this chapter. This is very important part of the dissertation by
which scholar can easily identify the best solution of research problem by various
methods of research. With help of research methodology, scholar can easily analyse
and evaluate the solution for the Amazon and assist it in improving customer loyalty.
These methods of research are as follows-
 Research Philosophy
 Research Design-
 Research approach
 Research Techniques
 Data collection-
 Sampling-

Data Analysis and Findings
It is one of the important part of dissertation that
supports in analyzing the information in effective
manner so that best results can be gained. There are
two types of technique of data analyses, in the
present study researcher will take support of
qualitative techniques and with the help of thematic
analyses overall information will be analyzed.
Sample size will be 20 managers of Amazon.

Theme 1: Customers are satisfied with the services of Amazon.
10
6
3
1
Strongly agree
Agree
Disagree
Strongly disagree

Theme 2: loyalty of customer’s impact on business performance of
organization
yes
No
0 2 4 6 8 10 12
11
9
Column G