An Investigation into How Amazon Achieves Customer Loyalty in UK

This dissertation investigates the strategies Amazon employs to achieve customer loyalty in the UK market. The study begins with an introduction outlining the research title, background, aims, objectives, research questions, and the rationale and significance of the study. The methodology chapter details the research philosophy, design, approach, data collection, sampling, analysis techniques, and ethical considerations. The data analysis section presents the findings, including thematic analysis of customer satisfaction, the impact of loyalty on business performance, and the importance of customer loyalty for Amazon. The conclusion summarizes the research, and recommendations are provided to improve customer loyalty towards Amazon in the UK, enhancing its market share.

DISSERTATION
An investigation into how Amazon achieve customers
loyalty in UK

TABLE OF CONTENTS
Chapter 1- Introduction....................................................................................................................3
Research Title..............................................................................................................................3
Background of the study..............................................................................................................3
Research aim and objectives........................................................................................................4
Research questions.......................................................................................................................4
Rational of the study....................................................................................................................4
Significance of the study..............................................................................................................5
Framework and analyzes.............................................................................................................6
Chapter structure..........................................................................................................................6
Gantt chart....................................................................................................................................7
Chapter 2- Research Methodology..................................................................................................8
Introduction..................................................................................................................................8
Research philosophy....................................................................................................................8
Research design...........................................................................................................................9
Research approach.......................................................................................................................9
Research design.........................................................................................................................10
Data collection...........................................................................................................................10
Sampling....................................................................................................................................11
Data analyses.............................................................................................................................11
Ethical considerations................................................................................................................12
Validity and reliability...............................................................................................................12
Research limitations...................................................................................................................13
Chapter 3 – Data Analyses.............................................................................................................14
Introduction................................................................................................................................14
Discussion..................................................................................................................................14
Chapter 4- Conclusion and Recommendation...............................................................................25
Conclusion.................................................................................................................................25
Recommendation.......................................................................................................................26
References......................................................................................................................................27
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CHAPTER 1- INTRODUCTION
Research Title
“ To investigate ways through which Amazon achieve customers loyalty in UK”.
Background of the study
In the modern globalized era organizations are suffering from high competition. There
are many firms those which are offering same quality products at lower rates to consumers. That
influence the mind of users and they get diverted to other brands. In such complex environment
it is necessary for the corporation to offer unique products and services that can help in making
them loyal towards the organization (Ansari and Riasi, 2016). 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. Customer loyalty can be explained as attract potential buyers towards the brand and make
them force to repurchase the goods of the organization. For making loyal to potential buyers
organizations try to understand their buying behavior, needs and wants so the company can offer
them satisfactory products as per their requirements, that will support in making them loyal
towards the entity (Vazifehdoost, Rahnama and Mousavian, 2014). There are several ways which
are helping the Amazon is making consumers loyal towards the brand. Cited firm can develop
relationship with the individual customers, taking feedback, create flexible environment,
effective communication, circulation of clear massage etc. These are basic tricks which are using
by Amazon for achieving customer's loyalty in UK.
In the globalized era companies are forcing its managers to pay more attention on
consumer loyalty factor. Through this enterprise can gain long term stable growth and can
increase its profit percentage (Roy and Butaney, 2014). Present dissertation is based on Amazon
which is world's largest retailer that offers online services to clients. It is customer - centric
company that believes that it is necessary to listen the demands of customers, if company do not
listen properly then it will get failed. Purpose of current study is to investigate the ways through
which Amazon make its consumers loyal towards the brand. Developing relationship is the most
effective way that helps in making business successful. Competition is high companies are
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implementing several techniques to attract number of clients towards the organization (Nguyen,
Simkin and Canhoto, 2015). Managers pay more attention on improving loyalty of users in order
to gain competitive advantage.
Investigation will shed light on concept of consumer loyalty in the modern business
world. Furthermore, it will discuss the significance of customer loyalty for Amazon in UK.
Dissertation will describe several strategies that are applied by Amazon to make regular
customers to loyal once (Fraering and S. Minor, 2013). In addition, it will suggest several ways
through which cited firm can enhance loyalty of users towards the brand.
Research aim and objectives
Aim:
The main aim of the dissertation is to investigate ways through which Amazon achieve
customers 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 customers loyalty towards Amazon in UK.
Research questions
 What is the conceptual frame work of customer loyalty?
 What are the importance of customer loyalty for Amazon in UK.
 What are the strategies that can help Amazon to make regular customers to loyal once?
 How Amazon can improve customers loyalty in UK market?
Rational of the study
Customers are assets of the organization, they can influence the overall business
operation of entity. If consumers are loyal and dedicated towards the brand then it can help in
increasing revenues of the entity (Azad and Hassanabadi, 2013). Research title is to investigate
ways through which Amazon achieve customers loyalty in UK. This is the vast topic and many
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researches have been conducted on the same subject matter. There are many factors that can
support in making them loyal such as quality of products, pricing, after sales services, other
facilities etc (Aksoy and et.al, 2013). These are elements impact on the business unit and
influence mind of users to great extent. With the help of these component's researcher can
prepare a good dissertation.
On the subject matter there are sufficient data available so it would be easy for the
scholar to conduct a study on this topic. Availability of information will support in drawing a
valid conclusion and finding ways that can assist in increasing loyalty of consumers. Investigator
has huge interest in the subject thus, individual can research deeply and can find out root cause
of factors that influence the buying behavior and make them positive towards the entities (El-
Manstrly and Harrison, 2013). Scholar has experience of many years in the online marketing and
consumers preference thus person can prepare a goo dissertation about consumers loyalty.
As researcher is planning to collect the data from managers of Amazon group, they are
internal stakeholders and they can give reliable information about the subject matter. That can
help investigator in preparing a good study. The main reason of selecting this topic is that
scholar can collect accurate information about the products and consumers ranking. That would
help in knowing the ways through which cited firm is satisfying needs of consumers and making
them loyal towards the brand (Habel and et.al, 2016).
Significance of the study
Customers are important part of business, their activities and buying behavior can
influence the profit of the companies to great extent. Entities are working in such manner which
can help in making them loyal towards the brand. If organizations offer them satisfactory
products and services then it will attract more consumers and it will help in making them loyal
towards the brand (Aksoy and et.al, 2013). With the help of this investigation Amazon group will
get to know about factors that can influence the mind of users. In addition to this company will
be able to identify the strength which are supporting the organization in increasing loyalty of
consumers.
This dissertation will assist in identifying the ways that can enhance loyalty of customers
and can increase retention rate of users. It would support Amazon group in establishing its
business in the United Kingdom. UK is the nation in which there are many firms which are
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giving online services to clients (Nguyen, Simkin and Canhoto, 2015). There are many online
retail organizations that offers quality goods to consumers so with the help of this study
researcher will identify strategies that can support in increasing satisfaction and loyalty of clients
towards the brand.
Framework and analyzes Research design: In the present study scholar will use the descriptive design. It would be
beneficial for the researcher and with the help of this individual will be able to prepare
questionnaire and relevant in formation will be collected by the investigator (Bryman and
Bell, 2014). Research philosophy: In the present dissertation, scholar will take support of positivism
philosophy, that would help in conducting a good study. Research approach: There two types of approach inductive and deductive. In the present
study researcher will go with inductive approach (Karp and et.al, 2016). Sampling: Scholar will collect that data from managers of Amazon group, they will be
suitable person those who can give good information about consumer loyalty.
 Data analyzes: Thematic approach will be used for analyzing the data.
Chapter structure
There are several sections include in this dissertation, with the help of these chapter's
researcher will be able to accomplish objective of the study. Description of several chapters are
as below: Chapter 1: Introduction: It is the first chapter of dissertation in which researcher will
introduce the topic. Discussion about customer loyalty in the Amazon will be done in this
section and investigator will develop aims and objective of the study. Rationale and
significance of the investigation will be discussed in this part. Chapter 2- Research methodology: It is the next phase in which methodologies will be
discussed in detail. 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. Chapter 3- Data analyses: It is the next phase of dissertation, in which investigator will
analyze the available information deeply. There are several methods of analyzing thy data
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but scholar will take support of thematic analyses. Through graphs, charts individual will
present the information and find out the results.
 Chapter 4- Conclusion and recommendation: On the basis of detail discussion on the
research topic, at the end of study investigator will draw a conclusion. In the conclusion,
summary of whole research will be made. In addition to this, scholar will look upon the
issues that can influence mind of consumers. Apart from this recommendation will be
given that can support in improving the loyalty of clients. So that Amazon can perform
better in the UK market and can enhance its market share.
Gantt chart
Task / Duration in week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Select topic of research project
Research proposal formulation
Determining aim and objectives
Critical review
Data collection
Data analysis
Interpretation
Conclusion and
recommendations
Draft Submission
Making changes as per the
feedback comments
Final Submission
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CHAPTER 2- RESEARCH METHODOLOGY
Introduction
Research methodology is one of the main device that involves number of tools and
techniques. With the help of these instrument's researcher can accomplish the goal of the study.
It is very important part of dissertation through which investigator can gather relevant
information and can attain objective of the study. It is a tool that supports in defining link
between company's growth and customer's loyalty (Clark and Creswell, 2014). Several
techniques are included in the research methodology such as design, philosophy, approach, data
collection, data analyses, ethical consideration and research limitation. It bis one of the important
chapter of dissertation which can support in identifying the research problems and obtaining the
results that can help in fulfilling purpose of the study. For preparing a good report scholar has to
look upon the type of research and accordingly individual has to select appropriate techniques
that can support in achieving goal of the investigation (Vamsi Krishna Jasti and Kodali, 2014).
Research philosophy
It is one of the important tool of research methodology or belief which describe
phenomenon of collecting the information about the subject matter. It includes source, nature
and knowledge about specific topic. In this instrument investigator has to develop logical
reasoning and has to generate contemporary ideas. There are different kinds of philosophies
exists such as positivism, interpretivism. Positivism is the philosophy which believe that real
facts are stable and these can be described with an objective point of view. It is highly structured
and is used in the quantitative research type (Delavega and et.al, 2017). Some types this
philosophy is being used by the investigator in the qualitative research proposal. Interpretivism is
the type of philosophy in which scholar takes support of small samples and conduct in depth
study on the subject matter. It is used in the qualitative research type.
Positivism aims to focus on assessing real objective of the study, in this investigator
combine logical adjustments with experimental observations. It supports in collecting such detail
which can be gathered through observations. On other hand interpretivism is another type of
philosophy which is subjective in nature (Sahu, 2013). Scholar uses several theories to get in
depth information about topic. However, in the present dissertation, investigator has taken
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support of positivism philosophy. With the help of this philosophy researcher will be able to
accomplish objective of the study (Delavega and et.al, 2017).
Research design
The research design is one of the essential part of dissertation, it can be termed as overall
strategy that is made by investigator to integrate with different components. It is the great tool
that supports in addressing the research problem significantly. It can be explained as detailed
outline that can help in carrying out an investigation in accurate manner. Mainly there are three
types of designs that are used by scholar in their studies such as descriptive, exploratory and
experimental research design (Zumitzavan and Michie, 2015). Descriptive is the type of design
which is generally used in theory based researches. It helps in analyzing the characteristics of
population those who are going to take part min this investigation as respondents. It highlights
the current issues and assist in defining the situation significantly. Exploratory is another type of
design in which scholar has to monitor the situation closely and frequently. In the present study
descriptive d research design has been selected by the researcher that is the great tool that can
support in fulfilling the objective of the investigation (Stanley, 2013). There are mainly three
types of descriptive design; observational, case study and survey. In the current dissertation,
scholar has used survey techniques and individual has prepared questionnaire so that it can
address research problems significantly. By this way aim of achieving customer loyalty of
Amazon can be achieved soon.
Research approach
Research approach is the detail plan that consists of broad assumptions through which
accurate data can be gathered and can analyses these in effective manner. It is based on nature
and type of research. There are two types of approached used by scholar for preparing the
dissertation; deductive and inductive (Saunders and Bezzina, 2015). In the inductive approach
investigator has to develop new theory with the help of available data. Scholar needs not to
develop hypotheses for the investigation. Whereas, deductive approach is differed from the
inductive, in this researcher has to formulate hypotheses to find out the optimistic results. It is the
approach which carries the study from specific to general. In the present study researcher has
taken support of inductive research approach. It is the great way and by developing the theories
in individual has done its st study (Žikić, 2016). Consumer loyalty is the main element that can
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help in improving business performance and supports in achieving goal of the Amazon.
Inductive approach is the great technique that assist in understanding dynamics and resilience. It
focuses more on individual behavior in order to find out the results. It is the way through which
scholar can used data effectively and can explore phenomenon (Mercieca and Mercieca, 2013).
Research design
For doing deep study on the subject matte it is necessary to have systematic structure
plan. Research design is the tool that assist or giving direction to the investigator to conduct a
study in systematic manner. It is beneficial tool that can support in preparing the research project
with factual information (Khan, 2014). There are several types of design such as descriptive,
exploratory and experimental. All these are unique in nature and used by scholar as per the type
of study. Present study is based on investing ways through which Amazon make people loyal
towards the brand. In the current project researcher has used descriptive design which assists in
understanding the concept of consumer loyalty. For the study scholar has collected data from
managers of Amazon, descriptive research design supports in interacting with sample well so
that they can share their views significantly with the researcher (Coiro and et.al, 2014). This
design has helped the researcher in constructing questionnaire so that facts have been collected
by the investigator about consumers loyalty in Amazon. The present thesis is all about
investigating ways through which Amazon achieve customer loyalty. Descriptive design is
beneficial and with the help of this, scholar has prepared the project without making changes in
the environment. With the help of questionnaire individual has gathered relevant information
about topic and it has supported in completing the thesis on time with efficiency (Khan, 2014).
Data collection
The section of collecting details an important part of every investigation. In order to
attain objective of the study it is essential to select appropriate method that can help in gathering
in depth information about the subject matter. There are generally two types of methods used by
the investigator for collection of information about ways to increase loyalty of customers. These
are primary and secondary sources. In the primary source researcher use questionnaire, survey,
interview methods in order to know about the real situation of the topic (Zumitzavan and Michie,
2015). These are first hand information and help in identifying the current situation of the
organization. In the present thesis scholar has used the primary source and has gathered the
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information from managers of Amazon through questionnaire. By this way individual has got
practical facts about ways that Amazon used to make people loyal towards the brand. Apart from
this another type of data collection method is secondary sources. It is the type of method in
which scholar collects the information from already available data (Žikić, 2016). These sources
are such as books, journals, internet articles etc. These give factual information about the study.
These are already done thesis on the same subject, so individual can identify the situation that
other authors have faced and what are their perception about subject matter. Primary and
secondary both are important techniques and helped the investigator in preparing the good and
authentic project on the subject matter (Coiro and et.al, 2014).
Sampling
Sampling is the technique that assist in determining which part of population are needed
to be involved from whole universe. In order to gather in depth information about the subject
matter. In the present study researcher has taken support of questionnaire, but it is very difficult
to know that who can give accurate information on questionnaire. In the present thesis scholar
has used the random sampling technique to assess the ways that Amazon adopts in enhance
loyalty of customers (Khan, 2014). There are mainly two types of sampling techniques;
probability and non probability. In the current project investigator has selected the random
sampling tool and has involved managers of Amazon as samples in the investigation. Amazon is
the multinational brand and popular for its E-commerce business activities. Most of the
consumers have faith on the entity due to its services. Managers can give in-depth information
about consumer perception and about working of cited firm (Stanley, 2013). By this way
researcher has got to know about ways that are used by the Amazon for making customers loyal
towards the entity. Sample size is taken as 20 managers for the study. The major reason of
choosing managers as sample is that they gain discuss about the internal working and external
results of Amazon well. By this way individual will be able to draw a valid convulsion of the
customer loyalty in the Amazon (Zumitzavan and Michie, 2015).
Data analyses
Once data has been collected then analyses of the information is just next part. It is the
technique in which researcher has to evaluate the information and have to assess it in order to
find out the results. Mainly there are two types of data analyses methods used in the research
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project; qualitative and quantitative. In the quantitative tool scholars involve numbers and figures
to analyze the information (Stanley, 2013). Whereas in the qualitative data analyses techniques,
investigator uses words, pictures for evaluating the details. In the present thesis investigation has
used qualitative data analyses techniques which has helped he scholar in drawing a valid
conclusion and in accomplishing goal of the study. In the current study on investigating ways
through which Amazon increase customer loyalty, scholar has taken support of thematic analyses
method. The information which are gathered by through questionnaire, individual has presented
these details through graphs and charts (Saunders and Bezzina, 2015). By preparing these
theme's scholar has evaluated the information and reached to the conclusion. These themes have
supported the scholar in developing better understanding about the subject matter. It was the
appropriate tool for this study and it has helped the investigator in drawing the appropriate
conclusion.
Ethical considerations
Ethical consideration is an effective approach that helps scholar in making appropriate
difference between right and wrong (Khan, 2014). Scholar has considered on ethics and
individual has followed all norms for completing the study ethically. Primary information are
collected from managers of Amazon and for that investigator has not forced anyone. Person have
developed good relationship with them and has taken permission from authorities for the
research. Scholar has not forced anyone to fill the questionnaire. No data are manipulated by the
researcher, all information are in its accurate form (Coiro and et.al, 2014). Investigator has
understood the topic and gather all necessary detail. But these information are not being copy
and paste. Researcher has converted into its own language so that in future there will not be
situation of plagiarism.
Validity and reliability
It is very important part of dissertation, it is necessary to consider reliability and validity
aspects in methodology. Reliable assessment support in carrying out the study in effective
manner. On other hand validity assist in meeting with the objective of study. In the current
dissertation, scholar has look upon the reliability and validity of data and all information has
been gathered from reliable sources (Mercieca and Mercieca, 2013). For primary data collection
researcher has used questionnaire which is reliable information and these information can not be
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