A Report on Amazon: Customer Experience, Brand Value, and Strategies

This report offers a comprehensive analysis of Amazon's customer experience and brand value. It begins with an introduction to the importance of customer experience and brand reputation in the e-commerce market, followed by an overview of Amazon's brand and its significance. The report identifies Amazon's key customer segments, discussing their characteristics and buying behaviors. It then explores methods for identifying customer attitudes, including brand awareness, loyalty, and perception. The report also examines Amazon's customer service statements, beliefs, and organizational culture. It discusses manifestations of customer satisfaction and loyalty, along with relevant theories and models used to understand customer behavior. Finally, the report provides recommendations to improve customer satisfaction and concludes with a summary of the key findings.

Amazon

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
About the brand...........................................................................................................................3
Key customers.............................................................................................................................4
Identification of attitude of customers.........................................................................................5
Statement that state what it says about customers services, belief and organizational culture...6
Manifestations of customer..........................................................................................................7
Theories and models....................................................................................................................8
Recommendation to improve customer satisfaction....................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Customer experience aspects is one of key aspects to a company or business in market
place, because every business within the market has always required to give the best experience
to its different customers. On the other side, there are an excellent brand value also plays an
effective role to a business, and that’s why currently most people put their huge efforts to make
reputation of their business very higher in the market (Pine and Gilmore, 2017). This report
discusses the customer experience and brand value aspects of Amazon. The Amazon is a
multinational e-commerce business, headquartered in Seattle, Washington. This report discusses
key customers of company as well. There are some appropriate theories and models also has
used in this report of the proper justification of different findings.
MAIN BODY
About the brand
Amazon is very highly reputed e-commerce brand in across the world. A brand is
generally a name or logo or mark or symbol which has used by a company for running its
business operations in very productive manner within market place. Businesses has printed their
respective brand name on their products and services. Print own brand name on products is very
necessary task to a business, because with the support this name customer can simply buy
products and services from those businesses which comes under their favourite list. However,
currently customers have liked to buy products only through those businesses which has very
higher brand value within market place. That’s why top-level management within most
businesses are developing various business strategies to make their brand very effective in
market place. According to different business experts, there is brand name always represents an
organisation’s existence within market place (Takabori, 2020). Many businesses currently have
very poor brand value as well, just because of their poor business strategies.
Nowadays, Amazon has very excellent brand image at the international e-commerce
industry. Basically, this brand is the leading e-commerce business in market place. Currently it
has wide range of customer base quality products and services which are efficient to attract many
customers in market place. With the support of excellent brand value within market place, this

company has succeeded in generating revenue of US$280.522 billion in the last year with net
income of US$11.588 billion. Amazon’s upper management and administration completely
knows that, how to maintain effectiveness of is brand at the international level. Currently this
brand is fully able to provide the customer service, and this is the main reason that, this e-
commerce business large customer base. Nowadays, Amazon company has a workforce of
1,000,000 effective employees in its worldwide business operations. Currently company works
in social welfare as well, so that this factor also highly contributes in increasing Amazon’s brand
within market place.
Key customers
Currently Amazon has very large customer base, in which these all customers comes
from different background. For example; some customers of Amazon come from higher income
group, then some employees come from medium level of income group, and lastly, some
employees come from low level of income group (Kaur, 2018). Basically, this e-commerce
fulfils demands and wants of almost all customers or people. There are products with cheap rates
also available on its site or app and products with higher rates also simply available on Amazon’s
official site. Basically, company charges higher rates only on those products and services which
comes from premium category, and these types of premium products has purchased by only
those customers who comes from higher level of income group.
Basically, top-level management of Amazon has categories its different customers on the
basis of their different attributes and features. For example; people who lives dynamic lifestyle
are one key customers of this e-commerce company, because they mostly have no time to visit a
store, supermarket of shop to buy a product or services. In this situation, Amazon company gives
their facility to buy products and services from home without visiting in any store or shop.
Basically, people who have dynamic personality are very much liked the concept of buying
products and services through Amazon.com, because this concept saves their lots of time and
resources. On the other side, there are customers who always like to buy products on some
discount and also with some effective offers are also key customers of Amazon. Generally, this
e-commerce business provides lots of effective discounts and offers to customers, and that’s why
many people like to fulfil their products’ needs with Amazon.com.

Currently this company is successfully running its business operations in various
developing countries as well, because a person who comes low income group also can simply
buy products and services, so that people with low income group also key customers of Amazon
(Zha and et.al., 2020). The company show different products on its official site with prices, so a
customer who comes from lower income group can simply analyse which product is favourable
to them by price wise. This is the main reason that, currently people from lower income groups
are also major customers of Amazon. But there are people who still believes in traditional way of
buying, they are not key customers of this company, because they visit different stores and shops
to fulfil their needs of products. However, top-level management of company has focused on
attracting these people also by running different marketing campaigns. Amazon’s marketing
campaigns are full efficient to influence people for buying products and services through
Amazon.com.
Identification of attitude of customers
There is identification of customers’ attitude is very necessary task to a business or
company within market place, because after knowing attitude of customers, any company can
simply produce its products and services accordingly. In this situation, upper management of
Amazon also responsible to identify attitude of customers. There are some key ways has been
mentioned below which this e-commerce company can be used to identify customers’ attitude in
market place.
Brand awareness: The company can analysis its brand awareness in market. By taking this step,
Amazon will enable to know that, how many people are completely aware about the brand name
‘Amazon’. The management of company conduct different public surveys, and in these surveys,
company need to ask customers about, they know Amazon or not (Siqueira and et.al., 2017). If
large number of people will say that, they fully know about brand and its attributes, then
company can simply analyse that, it has great brand awareness within market place.
Brand loyalty: This e-commerce business can check brand loyalty also for identify the attitude
of customers. Currently company its official website and app, so that it can simply know that
how much people again and again buying products and services through company. In this
situation, when company got that, many customers like to buy products through Amazon.com

again and again, then it will be ensured that, many of customers are fully loyal with brand and
their current attitude is very favourable to business.
People perception: There are analysis of people’s perception is also a good method to company
in the terms of identifying actual attribute of customers in market place. There are people
generally have two types of perceptions called, negative perception and negative perception.
Basically, when a customer has positive perception, then it can be simply motivated to buy
products and services through Amazon. On the other side, when any customer has negative
perception about the brand, then it not takes interest in buying different products and services
through Amazon (Wang, 2020). In this situation, top-level management of company have to
make customers’ perception very positive, because after having positive perception, customers’
attitude also will be positively affected towards brand.
Statement that state what it says about customers services, belief and organizational culture
According to the top-level management of company, there are Amazon is fully able to
provide the best customer service to different customers in market place. Day by day, existing
management of this business has fully focused on making its levels of customer service more and
more effective. The main reason behind company’s these attempts is to maintain its effectiveness
within market place. Currently many of customers are very satisfied with company’s services.
Basically, company analyse its levels of customer service by viewing its ratings on the internet.
When any customer gets satisfied with company, then it gets influenced to give excellent ratings
to Amazon on different platforms of the internet. That’s why company always to provide very
excellent services to various customers in market place.
From establishment to date, Amazon’s top-level management believes in providing very
appropriate and quality products and services to different customers in market place (Nuutinen,
2017). Basically, most people in across the world very like to consume products and services
from those brands which are efficient to provide the best quality services. Existing management
of company is completely aware about day by day increasing market competition, in which this
factor influences the management always maintain extra-ordinary levels of customer service.
According to different business experts, provide quality services to customers in the best way to
gain huge competitive advantage in this highly competitive market.

Organisational culture of Amazon.com is very excellent, because most employees here takes
huge interest for working in different operations of this brand (Camara and et.al., 2019). The
management of existing e-commerce company always tries to remove those all elements from its
workplace which can negatively affect culture of its organisation. This is really effective step of
the management towards maintaining happy and healthy work culture within its organisation.
The main objective of business behind making healthy work culture is to positively affect
performance and behaviour of employees. After having highly performed employees, this
business will simply enable to generate huge profit margins in market place. Many times,
company uses different theories of motivation as well, like; content theory and process theory for
positively motivating employees in the workplace (Dumaine, 2020). By considering these all
factors, Amazon will simply make its organisational culture happy and healthy in the future as
well.
Manifestations of customer
A customer within market place always like to be satisfied with different companies and
business. Most customers have built a very positive perception about those all companies which
are able to provide the best customer service. According to customer or people, they always be
loyal with those brands within market which provides them very excellent and quality products
with very favourable prices (Maess, 2016). On the other side, companies which not believes in
providing quality products and services mostly negatively affects to customers’ mindset within
market place. The management of Amazon is completely aware about this fact that, currently
customer satisfaction is very important to gain huge success in market place. Nowadays, eBay,
JD.com and Alibaba are main competitors of Amazon, and these brands also tries to make
satisfied their customers. In this situation, this is very tough challenge to Amazon.com to provide
satisfaction to its customers more than its competitors. This step is very essential to company for
gaining excellent competitive advantage in market place.
Customers within market fully knows that, currently their bargaining power is very
higher, because they have lots of e-commerce brand to fulfil their different needs and wants. For
example; when Amazon not provide appropriate deal to customers, then these customers get
influenced to but products and services through other e-commerce site, like; Alibaba and eBay
etc. That’s why top-level management of Amazon always tries to provide very attractive deal to

its different customers for always retaining them with own brand within the international e-
commerce industry. Currently anyone can see various positive reviews of customers for this
company on different business sites. These positive reviews of customers projects that, many of
customers are very satisfied with brand’s services and products.
Theories and models
There are some productive theories and models has used below which will show the
satisfaction levels of customers to Amazon.com.
Customer satisfaction theory
Currently this theory is followed by thousands of businesses within market place
(McLean, Wilson and Al Nabhani, 2016). According to customer satisfaction theory, there are
providing fully satisfaction to customers by own products and services is very mandatory task to
a company. Otherwise, that company will not grow in market place. In this situation, top-level
management of Amazon have to make its products and services very much effectiveness,
because these types of services and products always makes enable to company for providing
great satisfaction to customers.
KPI (key performance indicator)
There is key performance indicator is very productive tool to this company, because by
adopting and implementing this model within own workplace, Amazon will simply identify its
levels of customer satisfaction. This model generally indicates the existing performance of
business within market place. In this situation, this model is efficient to show company’s current
levels of customer satisfaction as well, and that’s why this model can play an excellent role to
this e-commerce company to make its customer services very much effective.
Recommendation to improve customer satisfaction
The management at Amazon have to improve or develop customer satisfaction, because
currently this is the most appropriate way to company for generating huge competitive advantage
in this dynamic world (Semprini, 2017). There are some productive recommendations available
to Amazon which will enable to it for improving its levels of customer satisfaction.

Customer relationship management: Currently most companies within market place are taking
lots steps towards making an effective relationship with different customers, because this is very
necessary to always retain customers with own products and services. So that, building great
customer relationship is very necessary task to the Amazon as well. After building effective
relationship, this brand can simply make very satisfied to its customers.
Establishing service centres: Establishing customer service centre is very favourable way to
company for providing great satisfaction to different customers in market place. Basically,
customers mostly have different issues relating to products and services, so for resolving those
issues they always try to contact company. In this situation, when any company has very poor
customer service centre, then this factor always negatively influences to customers’ satisfaction.
In this situation, top-level management of Amazon have to use some skilled and talented
employees within its customer service centre to give appropriate response to different customers
in the terms of resolving their various issues (Poncin and et.al., 2017). By considering these all
steps, Amazon will defiantly able to give the great satisfaction to customers in market place.
CONCLUSION
On the basis of above findings, it can be concluded that maintaining extra-ordinary levels
of customer service is very necessary task to the management of Amazon.com. Currently there
are very higher competition in the international e-commerce industry, so that making satisfied to
customers with own effective customer services is the best step to company to gain excellent
competitive advantage. It also can be concluded that, by providing quality products and services,
this e-commerce company will defiantly make satisfied to it’s all customers. It can be also
concluded that company have to boost its marketing function also for attracting large number of
customers towards its brand.

REFERENCES
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