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 d...Read More

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
2

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
3

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
4

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
5

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
7

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
8

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
9

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
10

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
11

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
12

manipulation. Investigator has used secondary data in the study and all information are collected
from authentic websites. The entire study has been done in such manner so that overall results
can be optimistic and researcher can found suitable solution for the research problems (Khan,
2014).
Research limitations
Researcher has faced many problems while carrying out the research. Formulation of aim
and objective was the difficult task for the scholar. It is essential par if aim and objectives are not
correct then it can harm the overall study. It can impact on the overall effectiveness of the
dissertation. Apart from this collection of data was very difficult (Coiro and et.al, 2014). In the
initial phase managers of Amazon were not ready to share their point of views. Selection of
secondary data collection technique was also problematic and time consuming. Time was the
main issue and limitation ion for the investigator. Individual was having limited time for
completing the study. So it was necessary to scheduled the activities properly so that dissertation
can be completed on time. In addition, scholar was having limited funds and in such amount it
was very difficult to arrange all activities (Zumitzavan and Michie, 2015). These were the main
limitations of this study that has created problem for the researcher.
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CHAPTER 3 – DATA ANALYSES
Introduction
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.
Discussion
Theme 1: Customers are satisfied with the services of Amazon.
Strongly agree 10
Agree 6
Disagree 3
Strongly disagree 1
Interpretation: From the discussion it is found that 10 out of 20, respondents have viewed that
customers of Amazon are satisfied with the services. On other hand 3 out of 20 participants have
said that people are not satisfied because number of sales of the company is constant from few
months. 6 out of 20 answers have said that they are with the point that people are satisfied. From
14
10
6
3
1
Strongly agree
Agree
Disagree
Strongly disagree

the discussion it can be interpreted that maximum respondents believe that consumers of
Amazon are satisfied because sales volume is increasing and profit of the firm is also raising.
That shows that cited firm is providing good services to clients that increase their level of
satisfaction.
Theme 2: loyalty of customers impact on business performance of organization
yes 11
No 9
Interpretation: From the research it is found that 11 out of 20 respondents have viewed that
customer loyalty impact on the overall performance of the organization. They believe that if
clients of the company are satisfied then they will shop from the corporation and they will give
positive feedback to other as well. That would help in increasing revenues of the entity thus,
overall performance of the organization will get improved soon. On other hand 9 out of 20
participants viewed that they do not think that consumer loyalty impact on organizational
performance. They said that if entity offer attractive discounts and quality products then loyalty
will not matter a lot. From the discussion it can be interpreted that loyalty of consumers impact
on the business performance to great extent. If people are loyal then it will benefit of profit
maximization to the organization.
15
yes
No
0 2 4 6 8 10 12
11
9
Column G

Theme 3: Consumer loyalty is important for Amazon
For profit maximization 7
To long term sustainability 6
Enhance brand name 5
gain competitive advantage 2
Interpretation: From the research it is found that 7 out of 20 respondents believe that consumer
loyalty is very important and it helps in increasing profit of the Amazon. 6 out of 20 participants
have viewed that it helps in increasing sustainability of the company to great extent. By making
people loyal towards the brand Amazon will be able to sustain in the corporate market for longer
duration. 5 out of 20 answers have viewed that loyal customers give positive feedback to others
and by this way brand image of the organization ca get increased that is the main benefit of the
customer loyalty. 2 out of 20 respondents have said that it assist in gaining competitive
advantage to the corporation. From the discussion it can be interpreted that loyal consumers are
very important for the firm and by this way profit of the company will be enhanced.
Theme 4: Prime Loyalty program of Amazon
CRM 7
16
For profit maximization
To long term sustainability
Enhance brand name
gain competitive advantage
0
1
2
3
4
5
6
7
7
6
5
2 Column E

CSR 5
Loyalty / Rewards programs 8
Interpretation: From the discussion it is found that 7 out of 20 respondents have said that CRM
(customer relationship management) is the prime loyalty program of Amazon and it has helped
the cited firm in improving business performance of the entity. 5 out of 20 participants have
viewed that CSR activity was the major loyalty program which has given optimistic results to the
amazon. Cited firm is gaining trust of clients by making organizing CSR programs. 8 out of 20
answers have viewed that rewards program is the main loyalty program that can support in
accomplishing goal of the company significantly. From the discussion it can be interpreted that
Rewards and CRM are the major activities that can help in increasing loyalty of customers to
great extent. By giving rewards to clients cited firm will be bale to attract more consumers thus
they will give positive feedback to others as well.
Theme 5: Reasons of people to shop from Amazon.com
Comparatively low price 4
17
CRM CSR Loyalty / Rewards programs
0
1
2
3
4
5
6
7
8
9
7
5
8
Column F

Good services and after sales service 3
Free shipment 5
Quality products 2
Membership rewards 5
Convenient and fast using 1
Interpretation: From the discussion it is found that 4 out of 20 respondents have viewed that
most of the consumers buy from the Amazon because it offers them low price products. 5 out of
20 answers have said that people buy from cited firm due to free shipment. consumers do not
have time to go on retail stores thus, they shop from Amazon.com so that they can get free
shipment. 3 out of 20 answers have viewed that Amozon provide consumers good after sales
services that e3ncourage audience to shop from this website. Another 5 participants have said
that Amazon offers people membership rewards on which they can get cash bonuses in the
future. That is the main reason to shop from cited firm website. From the discussion it can be
interpreted that Amazon is providing excellent services and free shipment that attracts more
consumers towards the brand. In addition, membership rewards is the main feature that make
people loyal towards the brand and they frequently shop from Amazon.com.
18
0
2
4
6
4
3
5
2
5
1
Column G

Theme 6: Consumers are worried in online shopping.
Online payment safety 7
Quality of products and services 6
Integrity of websites 5
Others 2
Interpretation: From the research it is found that 7 out of 20 respondents have viewed that online
payment safety is the major concern of audience that create tension among customers. Due to
security problems, hacking etc. people avoid purchase from online websites. 6 out of 20
participants have said that quality products and services is the major reason of their worry.
People think that in online shopping they can not get quality products and if any damage cause
then they will not be able to replace default products. On other hand 5 out of 20 answers have
said that integrity of website is the main point that make people negative towards online
shopping. From the discussion it can be interpreted that maximum people think that their
payment is not secure and there is high chance of hacking of bank account. If Amazon provides
safer payment system and deliver same quality products which was opted by the consumer at the
19
7
6
5
2
Online payment safety
Quality of products and
services
Integrity of websites
Others

time of making payment then it would be able to gain maximum attention of consumers and by
this way it will be able to make them loyal towards the brand.
Theme 7: Shortcoming does Amazon have currently
Less safety of payment 5
Bad services 6
high prices 4
bad credit of the website 3
Other 2
Interpretation: From the research it is found that 5 out of 20 respondents have viewed that
Amazon currently is having the major issue of safety of payment. That is why most of the
consumers do not buy product from this site. On other hand 6 out of 20 participants have said
that services of cited firm are not good that is why people are not loyal towards the brand. In
addition, 4 out of 20 answers have said that company provides goods and services to end user at
higher price that is why consumers get negative and do not shop online from its website. 3 out of
20 participants have viewed that Amazon has bad credit of the website. From the above
20
Less safety of payment
Bad services
high prices
bad credit of the website
Other
0 1 2 3 4 5 6 7
5
6
4
3
2
Column F

discussion it can be interpreted that major problems in the Amazon is bad services and less safety
payment. So it needs to work upon it ans Amazon is required to adopt advanced technologies
that can support in protecting confidential information of consumers and payment can be done
without any complications. By this way cited firm will be able to improving overall performance
of the entity and profit of the organization will get enhanced to great extent.
Theme 8: level of satisfaction of consumers on Amazon
Very satisfied 5
Satisfied 4
So So 6
No too satisfied 4
Very dissatisfied 1
Interpretation: From the above research it is found that 5 out of 20 respondents have said that
consumers are very satisfied with the products and services of the Amazon. 4 out of 20
participants viewed that people are satisfied with the cited firm. 6 out of 20 have viewed that
customers are so so satisfied with the cited firm and its services. On other hand 4 out of 20
respondents have viewed that people are not satisfied with the Amazon. From the discussion it
21
5
4
6
4
1
Very satisfied
Satisfied
So So
No too satisfied
Very dissatisfied

can be interpreted that most of the consumers are average satisfied with the organization. So
Amazon is required to focus on improving its products quality and services. By this way it will
be able to improve business performance of the entity. It will assist in accomplishing goal of the
organization to great extent.
Theme 9: Distribution of products is faster as compare to other shopping websites
Extremely agree 6
Agree 7
Disagree 5
Completely disagree 2
Interpretation: From the research it is found that 6 out of 20 respondents have viewed that
distribution of the products shop by the Amazon is extremely agreed. 7 out of 20 participants
have viewed that they are agreed that distribution of the products is faster as compare to other
shopping websites. On other hand 5 out of 20 answers have viewed that they do not agree that
distribution of Amazon is faster as compare to other online websites. 2 out of 20 respondents
have said that they are completely disagreed that distribution of products of Amazon is faster as
compare to other competitors. From the discussion it can be interpreted that Amazon needs to
22
Extremely agree
Agree
Disagree
Completely disagree
0 1 2 3 4 5 6 7
Column F

work on improving its distribution services. Right now its distribution procedure is average,
sometimes it delivers products on time but many times consumers get late delivery. Thus, it is
necessary for the cited firm to improve its distribution services by this way it will be able to
make customers loyal towards the brand significantly. Every client wants shipment soon without
any damage o goods. But if company fails to do that them people become negative towards the
brand and they give negative feedback to others that not to buy goods from particular site. Thus,
if Amazon pay close attention on this section then it will be able to improve its business and
sustainability to great extent.
Theme 10: Amazon has to work upon improving its customer services
Extremely agree 8
Agree 7
Disagree 3
completely disagree 2
Interpretation: From the research it is found that 8 out of 20 respondents are extremely agreed
with the point that Amazon is required to work upon its customer service. 7 out of 20 answers
23
8
7
3
2
Extremely agree
Agree
Disagree
completely disagree

have viewed that they are agreed with this point that company is required to put its efforts for
improving its customer services in order to make people loyal towards the brand. On other hand
3 out of 20 participants have said that Amazon is working well and it is providing good services
to consumers so for the cited firm is not necessary to pay attention on it because organization is
providing well services to the entity. In addition, 2 out of 20 answers have viewed that they are
completely disagreed with the point that Amazon has to work upon its customer service. Because
it is providing extremely well services to them and clients of the cited firm are very satisfied.
Company is required to continue this think and no needs to make changes in its consumer
services. From the above discussion it can be interpreted that Amazon highly requires to work
upon improving its customer services. By this way it will be able to attract more customers
towards the brand. Apart from this quality consumer care is the only way that ca help in
increasing business performance of the entity. In addition, it can satisfy its users and by this way
people will be loyal towards the brand. That would help in accomplishing goal of the
organization to great extent.
24

CHAPTER 4- CONCLUSION AND RECOMMENDATION
Conclusion
From the above discussion it can be concluded that Amazon is the biggest e-commerce
firm that is working tremendous in the industry. Technologies have been increased to great
extent and in the modern busy life schedule people do not get proper time to go for shopping
from retail stores. Thus, they prefer to buy online because they think that it is the easiest way that
can fulfill their needs and demands. But in the online shopping users find difficulty because of
data hacking. They think that this medium is not secure. Amazon is working well and fulfilling
the needs of consumers in order to make them loyal towards the brand. It is organizing loyalty
programs so that people can be positive towards the brand and like the company to great extent.
By this way cited firm is attracting more clients towards the brand and increasing their level of
satisfaction.
Apart from this, consumers like to shop from Amazon because it offers them quality
products at lower rates. People have to pay low amount as compare to other physical outlets on
Amazon.com. That is why they continuously buy the products from the website. In addition,
cited firm is using the CSR and CRM activities so that maximum people get aware with the
brand and its services and they get associated with it. Amazon main motive is to make people
loyal towards the brand so that it can create positive image in front of users. For that cited firm is
concentrating on their needs and preferences and providing them products as per their
requirement. On the Amazon.com people can get variety of choices of cloths, shoes, toys etc. So
it is able to fulfill demands of all consumers those who belong to different segments. It is found
that people like to shop from Amazon.com because they get free shipment and products at lower
rates. That is way which is used by the cited firm in making people loyal towards the e-
commerce organization. It can be articulated that though Amazon is working well and fulfilling
needs of users but there are some drawback in the entity which is required to improve so that
loyalty of customers can get improved to great extent. From the study it is found that Amazon is
increasing its revenues every year continuously. That shows that people are loyal towards the
brand and they shop from this website frequently.
25

Recommendation
From the discussion it can be suggested Amazon should work upon its payment system.
Company should adopts advanced technologies so that it can keep secure the personal
information of the customers. Now a days cyber crime is increasing rapidly that is demotivating
the person and they change their mind that not to shop from online platform. So Amazon should
provide safer environment to clients so that they shop from this website without any fear. By this
way cited firm will be able to make people loyal towards the brand.
Amazon is facing the issue of bad services, sometimes people get damage goods and
when they try to coordinate with the entity then its customer care do not work properly and do
not resolve their issues immediately. That creates trouble for the customers and they be negative
towards the entity. So it is very important for the organization to work upon improving its
customer care department so that people can communicate well with the firm and can get
immediate solution of their problems. That is the great way that can help in making people loyal
towards the brand.
It can be suggested that Amazon should work concentrate on its reward programs and
should make it much more beneficial. By this way maximum public will take interest because
they will get benefited by this way. That is the great way that can help in improving business
performance, sales volume of the organization and it can make consumers loyal towards the
brand.
26

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Appendix
Questionnaire
1. Name
2. Age
3. Gender
4. Do you think that customers are satisfied with the services of Amazon?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
5. Does loyalty of customers impact on business performance of organization?
 Yes
 No
6. Why consumer loyalty is important for Amazon?
 For profit maximization
 To long term sustainability
 Enhance brand name
 gain competitive advantage
7. Which is the prime Loyalty program of Amazon?
 CRM
 Customer relationship
 Loyalty / Rewards programs
8. Why people shop from Amazon.com?
 Comparatively Low price
 Good services and after sales service
 Free shipment
 Quality products
 Membership rewards
 Convenient and fast using
9. What makes consumers more worried in online shopping?
29

 Online payment safety
 Quality of products and services
 Integrity of websites
 others
10. What kind of shortcoming does Amazon have currently?
 Less safety of payment
 Bad services
 high prices
 bad credit of the website
 Other
11. What is the level of satisfaction of consumers on Amazon ?
 Very satisfied
 Satisfied
 So So
 No too satisfied
 Very dissatisfied
12. Do you think that distribution of products are aster as compare to other shopping websites?
 Extremely agree
 Agree
 Disagree
 Completely disagree
13. Does Amazon have to work upon improving its customer services?
 Extremely agree
 Agree
 Disagree
 Completely disagree
30