E-commerce and Customer Satisfaction at Morrison: A Research Report

This research project investigates the significance of e-commerce and its impact on customer satisfaction within the retail sector, using Morrison as a case study. The study employs both primary and secondary research methods, including questionnaires distributed to customers and the analysis of existing literature and online sources. The report details the research methodologies, including research philosophies, approaches, and designs, along with data collection and analysis techniques. Key findings reveal the effectiveness of e-commerce in fostering customer relationships and influencing business performance. The research presents results from a survey of Morrison customers, analyzing their satisfaction levels and preferences related to e-commerce. The discussion section interprets the findings, highlighting the importance of e-commerce for business and the need for continuous market research. The report concludes with recommendations for Morrison, such as enhancing website features and improving marketing strategies to boost customer satisfaction and sales. It emphasizes the role of e-commerce in modern business environments and its potential to increase profitability and customer loyalty. The report also includes a table of contents, introduction, aims and objectives, research methodology, results, findings, discussion, conclusion, recommendations, references, and appendices.

RESEARCH PROJECT
PART 2 – IMPLEMENTING
THE PROPOSAL

ABSTRACT
Around the world, there are different type of companies that deliver their customers with
similar type of products and services. They focus on understanding the requirements and taking
up appropriate that will be suitable to raise their sales and profitability. Main focus of the study is
made on analysing the significance of E-commerce and its impact on customer satisfaction of
Morrison. To conduct the research in appropriate manner, both primary and secondary methods
are taken into consideration. Both these are effective enough to raise gather adequate
information. For collecting primary information, use of questionnaire is done from customers
and for secondary details use of books, journals, online sources, etc. are done. From the findings,
it can be stated that E-commerce effective enough to develop strong relationship between
customers and connecting with customers. As per the recommendation, it can be stated that firm
should conduct frequent market research so that preferences of customers can be identified, and
services can be delivered accordingly.

Table of Contents
ABSTRACT.....................................................................................................................................2
INTRODUCTION...........................................................................................................................1
Aims and objectives..................................................................................………………….1
Research-methodology....................................................................................................................1
Results and findings.........................................................................................................................3
Discussion......................................................................................................................................10
Conclusion.....................................................................................................................................12
Recommendation...........................................................................................................................13
References......................................................................................................................................15
APPENDIX 1.................................................................................................................................16

INTRODUCTION
Electronic commerce also called as E-commerce, has developed with a rapid speed in last
few years. It is a very broad term that describes the electronic exchange of organisational
information between two or more companies or businesses. E-Commerce, formerly referred to as
Electronic Commerce, is the trading of various of goods & services over a broad area of
electronic means; such as the Internet or any other Computer Networks. The different sources
where the e-commerce is running successfully and the utilization of e-Commerce are mobile
commerce, electronic funds transfer, internet marketing, supply chain management, online
transaction processing, inventory management systems, electronic data interchange (EDI) and
automated data collection systems. E-Commerce allows the exchange of data over electronic
means in order to alleviate the financing & payment characteristics of business transaction.
Within the help of e-Commerce, an organization is benefited through effective communications
& better business conducts. E-commerce is a necessary concept in present business environment
which is supporting growth and development of the companies offering various goods and
services to customers. It has a great impact on business performance such as it increases the sales
and profit of the company. It is very useful and beneficial for a business such as Morrison as it
can assist in improving the performance, sales and profit of the organization. The E-commerce
also helps in reducing the cost of shipping and saving time consumed in exchange of good and
services within the market place. The technology is developing rapidly in present world, the
number of online customers is also increasing day by day which is a great opportunity for the
company to attract new customers and enhance their sales. E-commerce can assist an
organisation to satisfy the various needs of their customer by offering products online. There are
various areas on which are needed to be considered by the company for increasing the sales
related to E-commerce. The changing trends and preferences of customers required to be
managed to sustain the competitive market. E-commerce uses online technologies to trade with
the customers, this helps in saving time and money (Pappas and et.al., 2017). This research report
will analyse and interpret effective information collected by the research using significant
research techniques. The report is in context to Morrison, a leading company in UK that uses E-
commerce for gaining maximum sales and profit. The Report will include various themes that
were designed to collect data and information. Research report will also include a presentation
and interpretation of information collected. Researcher will collect, interpret, analyse and record
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useful and important information from this research study to get an effective understanding of
the overall concept of E-commerce and its importance for an organisation.
Aims and objectives
Aims: “To analysis significance of E-commerce and its impact on customer satisfaction in retail
sector – A Case Study on Morrison.”
Objectives
 To understand the concept of E-commerce in retail sector enterprise.
 To explore understanding customer satisfaction with implementation of E-commerce in
Morrison. To identify tools of E-commerce and its relationship with customer satisfaction in retail
sector.
Research questions
 What do you understand by the concept of E-commerce in retail sector enterprise?
 What do you understand by customer satisfaction with implementation of E-commerce in
Morrison?
 What are tools of E-commerce and its relationship with customer satisfaction in retail
sector?
Research-methodology
Research methodologies are very essential and significant elements within a research
project. There are wide range of activities included in collecting and interpreting information or
data in a research report (Holm and Prisha, 2017). In this research, the researcher implemented
different techniques or methodologies for getting the best results with respect to E-commerce
and its impact on business activities or performance. The various research methodologies which
are used by researcher in this research are described as below -
 Research philosophies – A critical area of every research is the philosophy, selecting an
appropriate research philosophy helps in identify the best possible solution for an issue or
problem related to the research topic. There are mainly two type of philosophies which
can be used in research project – Positivism and Interpretivism. The Interpretivism
approach helps to look researcher that develop proper functioning at a company or
workplace. On the other hand, positivism philosophy also implemented which consider
advance techniques and theories. To get the best outcome from this research project the
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researcher selected Interpretivism philosophy will be implemented to achieve the desired
objectives (Agarwal and Wu, 2018).
 Research approach -Research approach is also a significant perspective which is
considered to analyse and determine real objective of the research project. An effective
research approach can assist a researcher to identify the best solution for a problem with
proper analysis of data or information (Gregory, Ngo and Karavdic, 2017). There are two
main research approaches which can be implemented within a research – Inductive and
Deductive research approach. Both the approaches are effective and useful, in the present
research study deductive approach is applied by the researcher to understand the concept
and Impact of E-commerce.
 Research design – Research design help to consider various perspective which assist in
finding issue as well as collect information in systematic manner. There are different
types of research designs such as descriptive, exploratory, experimental etc. The
researcher has used descriptive research design for identifying potential impact of E-
commerce on business functions and performance (Kim and Peterson, 2017).
 Data collection – This activity or part of research project is also mandatory, there are two
main sources of data collection – Primary and Secondary. Primary data is collected by
various sources such as Survey, Questionnaire, interviews etc. It helps in collecting fresh
or first-hand information about any topic. On the other hand, secondary data is collected
by different secondary sources such as books, articles etc. This provide relevant but used
information. In this research Primary data is collected by developed different themes of
questionnaire to collect important information with regards to E-commerce and its effects
on Morrison, UK. The data is collected through conducting a survey which consist
various questionnaires for the customers. Survey helps in collecting primary or fresh data
and information with respect to the topic selected. This information helps in getting the
best results within research.
 Data analysis – Data analysis is another essential process which is required to complete a
research successfully. In this process the data collected is analysed for getting desired
information, the useful information can be acquired by this step. There are two type of
techniques which can be applied in a research study such as quantitative and qualitative,
In this research Primary data is collected by developed different themes of questionnaire
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to collect important information with regards to E-commerce and its effects on Morrison,
UK. The data is collected through conducting a survey which consist various
questionnaires for the customers. The data is collected through conducting a survey
which consist various questionnaires for the customers. Survey helps in collecting
primary or fresh data and information with respect to the topic selected. This information
helps in getting the best results within research.
 Sampling – This process is used to select a specific group to collect useful information in
primary data collection. The researcher develops effective questionnaire or interviews for
a group of individuals who respond the questions to provide important information. In the
present research report various themes of questionnaire are developed for a sample size
of 20 customers who make use of the services of Morrison. The customers and proper
understanding about the problems that are they face in relation with the services that are
delivered by Morrison. The sample of 20 customers is selected in order to collect more
specific data and collect less complex information in order to get useful information. The
customers provide realistic information
Results and findings
In this section the process of data collection is described, the questionnaire developed for
customers to determine the concept of E-commerce and its impact on Morrison, UK is illustrated
below -
1. Started using the products and services of Morrison, UK
How long you have been started using the
products and services of Morrison, UK?
No of respondents
0 to 1 year 8
1 to 3 years 4
3 to 5 years 6
More than 5 years 2
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2. Are satisfied with the services that are provided by Morrison through E-commerce
Are you satisfied with the services that are provided by
Morrison through E-commerce?
No of respondents
Satisfied 10
Highly Satisfied 4
Neutral 3
Dissatisfied 2
Disappointing 1
5
0 to 1 year 1 to 3 years 1 to 5 years More than 5 years
0
1
2
3
4
5
6
7
8
Column B

3. E-commerce influencing business performance of Morrison
Do you think E-commerce affect the
business performance?
No of respondents
Yes 10
No 6
Maybe 4
6
Satisfied
Highly Satisfied
Neutral
Dissatisfied
0 1 2 3 4 5 6 7 8 9 10
Column B

4. Importance of E-commerce for business or organizations.
Do you think E-commerce is useful for
organizations such as Morrison?
No of respondents
Yes 12
No 5
Maybe 3
7
Yes
No
Maybe

5. E-commerce activities of Morrison influencing customers
Are you influenced by E-commerce activities
performed by Morrison?
No of respondents
Yes 11
No 6
Maybe 3
8
Yes No Maybe
0
2
4
6
8
10
12
Column B

6. Effective recommendations to organisation
What will you recommend to Morrison, UK? No of respondents
Change in the websites or online portals 10
Change in advertising or marketing methods 4
Development in technology 6
9
Yes
No
Maybe
0 2 4 6 8 10 12
Column B
Change in the websites or
online portals
Change in advertising or
marketing methods
Development in technology