MBA Dissertation: Customer Satisfaction in Online Shopping
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Thesis and Dissertation
AI Summary
This MBA dissertation from Dublin Business School investigates the impact of online shopping on customer satisfaction within the retail industry. The research, conducted by Joswin Binoj Mascarenhas, employs a positivism philosophy, descriptive design, and a deductive approach, utilizing both primary data collected through surveys of 30 customers and interviews with 2 retail employees. The study aims to identify how online shopping enhances customer satisfaction, examining factors influencing customer preferences and the strategies retailers use to promote products online. Key findings highlight the positive effects of online shopping on business opportunities and customer satisfaction, emphasizing the importance of efficient distribution, transparency, and competitive pricing. The dissertation includes a literature review covering customer satisfaction concepts, factors affecting satisfaction, and strategies for customer engagement, followed by detailed data analysis, discussion, and recommendations for future research, concluding with a self-assessment section.
1
Customer Satisfaction in Online Shopping -
Retail Industry
Dissertation submitted in part fulfilment of the requirements for the degree of
MBA Finance
At Dublin Business School
Joswin Binoj Mascarenhas
10363062
Supervisor: Enda Kilgallen
MBA Finance
2018
Customer Satisfaction in Online Shopping -
Retail Industry
Dissertation submitted in part fulfilment of the requirements for the degree of
MBA Finance
At Dublin Business School
Joswin Binoj Mascarenhas
10363062
Supervisor: Enda Kilgallen
MBA Finance
2018
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Declaration
I, Joswin Binoj Mascarenhas, declare that this dissertation in my original work and I have
referenced all the sources that I have used in my study as a part of Dublin Business school
academic honesty policy.
Signed: Joswin Binoj Mascarenhas
Date: 06th January 2019
Declaration
I, Joswin Binoj Mascarenhas, declare that this dissertation in my original work and I have
referenced all the sources that I have used in my study as a part of Dublin Business school
academic honesty policy.
Signed: Joswin Binoj Mascarenhas
Date: 06th January 2019
3
Acknowledgement
I would like to thank my supervisor Prof. Enda Kilgallen who have constantly been helping me in
completing my dissertation within the specified timeline. I would also like to thank Dublin
Business school for their support. I am thankful to my parents who supported me throughout the
process of research. I am grateful to all the professors of Dublin Business School for teaching and
supporting me through the process of Master of Business Administration.
Acknowledgement
I would like to thank my supervisor Prof. Enda Kilgallen who have constantly been helping me in
completing my dissertation within the specified timeline. I would also like to thank Dublin
Business school for their support. I am thankful to my parents who supported me throughout the
process of research. I am grateful to all the professors of Dublin Business School for teaching and
supporting me through the process of Master of Business Administration.
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Abstract
Online shopping is the biggest part customer attraction as well as customer satisfaction. In this
technological world, most of the companies use online shopping for making satisfy the customer
and for attracting more customers as well. This research paper is based on the topic of the impact
of online shopping on improvising the customer satisfaction in the retail company. The focus of
this research paper has been to identify the impact of online shopping on the retail business. Apart
from this aim, the research paper also has some other aims which such are as to determine the
customers’ satisfaction towards the products as well as services of the retail companies. The
research study also aimed at identifying the impact of online shopping on the improvement of
customers’’ satisfaction in the retail companies.
The researcher has used positivism philosophy, descriptive design, deductive research approach
and primary data collection method for conducting the research. 30 customers and 2 employees
working in retail industry had been selected by the researcher for collecting data related to the
research topic. From the findings of the study, it could be evident that online shopping helps the
organizations to enhance their business opportunity as well as it will help the organizations to
enable more customer satisfaction in the organizational context. It has also been evident from the
study that online shopping has numerous effects on business of the organization and as per the
analysis, it can be referred that online shopping helps the organization to grow their business which
will enable more financial benefit in the organizational context.
Abstract
Online shopping is the biggest part customer attraction as well as customer satisfaction. In this
technological world, most of the companies use online shopping for making satisfy the customer
and for attracting more customers as well. This research paper is based on the topic of the impact
of online shopping on improvising the customer satisfaction in the retail company. The focus of
this research paper has been to identify the impact of online shopping on the retail business. Apart
from this aim, the research paper also has some other aims which such are as to determine the
customers’ satisfaction towards the products as well as services of the retail companies. The
research study also aimed at identifying the impact of online shopping on the improvement of
customers’’ satisfaction in the retail companies.
The researcher has used positivism philosophy, descriptive design, deductive research approach
and primary data collection method for conducting the research. 30 customers and 2 employees
working in retail industry had been selected by the researcher for collecting data related to the
research topic. From the findings of the study, it could be evident that online shopping helps the
organizations to enhance their business opportunity as well as it will help the organizations to
enable more customer satisfaction in the organizational context. It has also been evident from the
study that online shopping has numerous effects on business of the organization and as per the
analysis, it can be referred that online shopping helps the organization to grow their business which
will enable more financial benefit in the organizational context.
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Table of content:
Table of Figures .......................................................................................................................... 7
Chapter 1: Introduction ............................................................................................................... 8
1.1 Background of the study: ...................................................................................................... 9
1.2 Significance of the research: ................................................................................................ 11
1.3 Rational of the study: .......................................................................................................... 11
1.3 Research Aim:..................................................................................................................... 12
1.4 Research objectives: ............................................................................................................ 12
1.5 Research question: .............................................................................................................. 13
1.6 Research scope: ................................................................................................................... 13
1.7 Summary: ........................................................................................................................... 14
1.8 Research structure: .............................................................................................................. 15
Chapter 2: Literature review: .................................................................................................... 16
2.1 Introduction: ....................................................................................................................... 16
2.2 Concept of customer satisfaction: ........................................................................................ 16
2.3 Factors affecting the satisfaction of customer in Retail Industry: ......................................... 18
2.4 Strategies followed by companies in the retail industry to satisfy customers: ....................... 21
2.6 Concept of online shopping: ................................................................................................ 28
2.7Preference of customer for online shopping: ......................................................................... 30
2.8Strategies followed by the companies under the retail industry for promoting the product online:
................................................................................................................................................. 32
2.9 Influence of online shopping on retail industry: ................................................................... 35
2.10 Impact of online promotion of retail products on influencing the purchasing decision of
customer: .................................................................................................................................. 37
2.11 Impact of online shopping on customer satisfaction in the retail industry: .......................... 38
2.12 Literature gap: ................................................................................................................... 41
2.13 Conclusion: ....................................................................................................................... 42
Chapter 3: Research Methodology ............................................................................................ 44
3.1 Research Methodology ........................................................................................................ 44
Table of content:
Table of Figures .......................................................................................................................... 7
Chapter 1: Introduction ............................................................................................................... 8
1.1 Background of the study: ...................................................................................................... 9
1.2 Significance of the research: ................................................................................................ 11
1.3 Rational of the study: .......................................................................................................... 11
1.3 Research Aim:..................................................................................................................... 12
1.4 Research objectives: ............................................................................................................ 12
1.5 Research question: .............................................................................................................. 13
1.6 Research scope: ................................................................................................................... 13
1.7 Summary: ........................................................................................................................... 14
1.8 Research structure: .............................................................................................................. 15
Chapter 2: Literature review: .................................................................................................... 16
2.1 Introduction: ....................................................................................................................... 16
2.2 Concept of customer satisfaction: ........................................................................................ 16
2.3 Factors affecting the satisfaction of customer in Retail Industry: ......................................... 18
2.4 Strategies followed by companies in the retail industry to satisfy customers: ....................... 21
2.6 Concept of online shopping: ................................................................................................ 28
2.7Preference of customer for online shopping: ......................................................................... 30
2.8Strategies followed by the companies under the retail industry for promoting the product online:
................................................................................................................................................. 32
2.9 Influence of online shopping on retail industry: ................................................................... 35
2.10 Impact of online promotion of retail products on influencing the purchasing decision of
customer: .................................................................................................................................. 37
2.11 Impact of online shopping on customer satisfaction in the retail industry: .......................... 38
2.12 Literature gap: ................................................................................................................... 41
2.13 Conclusion: ....................................................................................................................... 42
Chapter 3: Research Methodology ............................................................................................ 44
3.1 Research Methodology ........................................................................................................ 44
6
3.2 Research Philosophy – Positivism ....................................................................................... 45
3.3 Research Approach ............................................................................................................. 46
3.4 Research Design.................................................................................................................. 47
3.5 Research Strategy – Quantitative Survey ............................................................................. 47
3.6 Research Methods ............................................................................................................... 48
3.7 Sampling Technique- Simple Random Probability and Non Probability Sampling .............. 49
3.8 Sampling Size ..................................................................................................................... 49
3.9 Data Analysis-Quantitative and Qualitative ......................................................................... 50
3.10 Ethical Considerations ....................................................................................................... 51
3.11 Research Limitations ......................................................................................................... 52
3.12 Time Horizon .................................................................................................................... 52
3.13 Summary ........................................................................................................................... 53
Chapter 4: Data Analysis .......................................................................................................... 55
4.1 Introduction ........................................................................................................................ 55
4.2.1 Analysis of Quantitative Data ........................................................................................... 56
4.2.2 Qualitative Data Analysis ................................................................................................. 78
Chapter 5: Discussion ............................................................................................................... 80
5.1 Discussion ........................................................................................................................... 80
5.2 linking with literature review............................................................................................... 85
Chapter 6: Conclusion and recommendation ............................................................................. 88
6.1 Conclusion: ......................................................................................................................... 88
6.2 Linking with objectives: ...................................................................................................... 91
6.3 Recommendations: .............................................................................................................. 92
6.4 Future Scope of study:......................................................................................................... 94
Chapter 7: Self-Assessment....................................................................................................... 95
References: ............................................................................................................................... 97
Appendix: ............................................................................................................................... 101
3.2 Research Philosophy – Positivism ....................................................................................... 45
3.3 Research Approach ............................................................................................................. 46
3.4 Research Design.................................................................................................................. 47
3.5 Research Strategy – Quantitative Survey ............................................................................. 47
3.6 Research Methods ............................................................................................................... 48
3.7 Sampling Technique- Simple Random Probability and Non Probability Sampling .............. 49
3.8 Sampling Size ..................................................................................................................... 49
3.9 Data Analysis-Quantitative and Qualitative ......................................................................... 50
3.10 Ethical Considerations ....................................................................................................... 51
3.11 Research Limitations ......................................................................................................... 52
3.12 Time Horizon .................................................................................................................... 52
3.13 Summary ........................................................................................................................... 53
Chapter 4: Data Analysis .......................................................................................................... 55
4.1 Introduction ........................................................................................................................ 55
4.2.1 Analysis of Quantitative Data ........................................................................................... 56
4.2.2 Qualitative Data Analysis ................................................................................................. 78
Chapter 5: Discussion ............................................................................................................... 80
5.1 Discussion ........................................................................................................................... 80
5.2 linking with literature review............................................................................................... 85
Chapter 6: Conclusion and recommendation ............................................................................. 88
6.1 Conclusion: ......................................................................................................................... 88
6.2 Linking with objectives: ...................................................................................................... 91
6.3 Recommendations: .............................................................................................................. 92
6.4 Future Scope of study:......................................................................................................... 94
Chapter 7: Self-Assessment....................................................................................................... 95
References: ............................................................................................................................... 97
Appendix: ............................................................................................................................... 101
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Table of Figures
Figure 1………………………………………………….16
Figure 2………………………………………………….21
Figure 3………………………………………………….27
Figure 4………………………………………………….28
Figure 5………………………………………………….46
Figure 6………………………………………………….58
Figure 7………………………………………………….59
Figure 8………………………………………………….60
Figure 9………………………………………………….61
Figure 10…………………………………………………63
Figure 11…………………………………………………64
Figure 12…………………………………………………65
Figure 13…………………………………………………67
Figure 14…………………………………………………68
Figure 15…………………………………………………70
Figure 16…………………………………………………71
Figure 17…………………………………………………73
Figure 18…………………………………………………74
Figure 19…………………………………………………75
Figure 20…………………………………………………76
Table of Figures
Figure 1………………………………………………….16
Figure 2………………………………………………….21
Figure 3………………………………………………….27
Figure 4………………………………………………….28
Figure 5………………………………………………….46
Figure 6………………………………………………….58
Figure 7………………………………………………….59
Figure 8………………………………………………….60
Figure 9………………………………………………….61
Figure 10…………………………………………………63
Figure 11…………………………………………………64
Figure 12…………………………………………………65
Figure 13…………………………………………………67
Figure 14…………………………………………………68
Figure 15…………………………………………………70
Figure 16…………………………………………………71
Figure 17…………………………………………………73
Figure 18…………………………………………………74
Figure 19…………………………………………………75
Figure 20…………………………………………………76
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Chapter 1: Introduction
It is very important to attract more customers to the industry. If any industry attracts more
customers in the industry, then the brand value of the company will be increased. It has been seen
that digital technology imparts a huge impact over the customer attraction and customer
satisfaction as well. Online shopping is the biggest part customer attraction as well as customer
satisfaction. In this technological world, most of the companies use online shopping for making
satisfy the customer and for attracting more customers as well. Online shopping imparts a huge
impact on customer satisfaction. Online shopping is the main part of electronic commerce and
many customers are guided by this electronic commerce regarding the way of buying products
from the companies (Souca, 2014). The consumers can make a direct connection to the retailer
through the process of online shopping and by visiting the company’s website and the other
alternative apps. The way of shopping has been revolutionized by the help of electronic commerce.
Nowadays, online shopping is the very easy process of buying any products from the retailers for
regular purpose as maximum people have some common tools of online shopping such as smart
phones, computers, laptops, tablets and many others (Souca, 2014). The way of online shopping
provides several facilities to the customers and for this reason, customers become satisfied while
buying products from the retailers through online. The facilities are such as the customer can have
several variations about any product, it is the very time-saving process and the main thing is that
customer can compare the price of the products.
In the retail industry online shopping is known as ‘e-tailing’ or ‘electronic-retailing’. When the
goods are sold to the end users for using purpose nit for reselling purpose and the purchaser
consumes the goods then this process is known as E-tailing. It is very important to require strong
branding for making successful E-tailing. The website of the company needs to engage in creative
Chapter 1: Introduction
It is very important to attract more customers to the industry. If any industry attracts more
customers in the industry, then the brand value of the company will be increased. It has been seen
that digital technology imparts a huge impact over the customer attraction and customer
satisfaction as well. Online shopping is the biggest part customer attraction as well as customer
satisfaction. In this technological world, most of the companies use online shopping for making
satisfy the customer and for attracting more customers as well. Online shopping imparts a huge
impact on customer satisfaction. Online shopping is the main part of electronic commerce and
many customers are guided by this electronic commerce regarding the way of buying products
from the companies (Souca, 2014). The consumers can make a direct connection to the retailer
through the process of online shopping and by visiting the company’s website and the other
alternative apps. The way of shopping has been revolutionized by the help of electronic commerce.
Nowadays, online shopping is the very easy process of buying any products from the retailers for
regular purpose as maximum people have some common tools of online shopping such as smart
phones, computers, laptops, tablets and many others (Souca, 2014). The way of online shopping
provides several facilities to the customers and for this reason, customers become satisfied while
buying products from the retailers through online. The facilities are such as the customer can have
several variations about any product, it is the very time-saving process and the main thing is that
customer can compare the price of the products.
In the retail industry online shopping is known as ‘e-tailing’ or ‘electronic-retailing’. When the
goods are sold to the end users for using purpose nit for reselling purpose and the purchaser
consumes the goods then this process is known as E-tailing. It is very important to require strong
branding for making successful E-tailing. The website of the company needs to engage in creative
9
data and needs to be regularly updated and easily navigable for meeting the changing demands of
the consumers. However, it is very important that the company needs to make the affordable price
of the products so that more customers are attracted and satisfied as well. If the company is capable
to attract more customers and to satisfy more customers through the process of online shopping,
then the company will provide a strong competition to the other strong companies in the business
market. E-tailer needs the efficiency of strong distribution and for this reason, the customers do
not wait for long periods for relieving their products, which was purchased by them. In the
practices of business, the company needs to maintain the transparency so that the customers can
show their loyalty and trust towards the company. It is very important to constantly satisfy the
customers by providing good quality services and products along with affordable price then the
company’s revenue will be increased.
In this research paper, it has been explained that customer satisfaction is improved by the online
shopping process in retail companies. The researcher has evaluated that how customers are
satisfied by the online shopping. The strategies of customer satisfaction have been also explained
in this research paper.
1.1 Background of the study:
This research paper is based on the topic of the impact of online shopping on improvising the
customer satisfaction in the retail company. Nowadays, people cannot think about their life without
online shopping. This online shopping has become successful due to digitalization of the business.
It has been seen that the business of the retail market has been expanded by online shopping.
Before implementing electronic commerce in the business, the companies need to design their own
websites. Online shopping is a very essential requirement for the retail business. It has been evident
data and needs to be regularly updated and easily navigable for meeting the changing demands of
the consumers. However, it is very important that the company needs to make the affordable price
of the products so that more customers are attracted and satisfied as well. If the company is capable
to attract more customers and to satisfy more customers through the process of online shopping,
then the company will provide a strong competition to the other strong companies in the business
market. E-tailer needs the efficiency of strong distribution and for this reason, the customers do
not wait for long periods for relieving their products, which was purchased by them. In the
practices of business, the company needs to maintain the transparency so that the customers can
show their loyalty and trust towards the company. It is very important to constantly satisfy the
customers by providing good quality services and products along with affordable price then the
company’s revenue will be increased.
In this research paper, it has been explained that customer satisfaction is improved by the online
shopping process in retail companies. The researcher has evaluated that how customers are
satisfied by the online shopping. The strategies of customer satisfaction have been also explained
in this research paper.
1.1 Background of the study:
This research paper is based on the topic of the impact of online shopping on improvising the
customer satisfaction in the retail company. Nowadays, people cannot think about their life without
online shopping. This online shopping has become successful due to digitalization of the business.
It has been seen that the business of the retail market has been expanded by online shopping.
Before implementing electronic commerce in the business, the companies need to design their own
websites. Online shopping is a very essential requirement for the retail business. It has been evident
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that most of the retail companies have brought innovation in their business by implementing online
shopping. Recently several retail companies have made the website for online shopping. Online
shopping is a unique process of shopping by which people can purchase the products within a very
short time. Online shopping is very convenient, and it is one of the biggest parts of any business.
This convenience quality of online shopping makes the customers more comfortable. The
customers can avoid waiting for a long time in the queue due to the facility of online shopping.
Online shopping is the process where the customers can purchase their products and oppositely
the company can attract more customers. The companies maintain customer satisfaction by seeking
the feedback of the customers asking some questions to the customers and analyzing the online
comments. These all strategies can be maintained through online. It has been seen that maximum
company have implemented the strategy of giving a rating according to the quality of the products,
or the according to the online services which are provided by the company through their websites.
By the ratings of the customers, the company can evaluate their online performances. Some
customers also give some comments on the company’s websites regarding the products, online
performances and many more.
Based on these comments the company can bring some changes and innovation in their
performances which help in satisfying the customers. Thus, it can be stated that online shopping
can improve customer satisfaction in the retail company in this way. Online feedback needs to be
used as the guideline torch for moving forward. Besides providing the facility o online shopping,
the company needs to maintain the security of the customers’ private information (Hanifet al.
2010). The main satisfactions which the customers get from the online shopping is time-saving,
products' variation, direct communication with the companies, and review checking before
purchasing any products. Online shopping is especially beneficial for busy people, older people
that most of the retail companies have brought innovation in their business by implementing online
shopping. Recently several retail companies have made the website for online shopping. Online
shopping is a unique process of shopping by which people can purchase the products within a very
short time. Online shopping is very convenient, and it is one of the biggest parts of any business.
This convenience quality of online shopping makes the customers more comfortable. The
customers can avoid waiting for a long time in the queue due to the facility of online shopping.
Online shopping is the process where the customers can purchase their products and oppositely
the company can attract more customers. The companies maintain customer satisfaction by seeking
the feedback of the customers asking some questions to the customers and analyzing the online
comments. These all strategies can be maintained through online. It has been seen that maximum
company have implemented the strategy of giving a rating according to the quality of the products,
or the according to the online services which are provided by the company through their websites.
By the ratings of the customers, the company can evaluate their online performances. Some
customers also give some comments on the company’s websites regarding the products, online
performances and many more.
Based on these comments the company can bring some changes and innovation in their
performances which help in satisfying the customers. Thus, it can be stated that online shopping
can improve customer satisfaction in the retail company in this way. Online feedback needs to be
used as the guideline torch for moving forward. Besides providing the facility o online shopping,
the company needs to maintain the security of the customers’ private information (Hanifet al.
2010). The main satisfactions which the customers get from the online shopping is time-saving,
products' variation, direct communication with the companies, and review checking before
purchasing any products. Online shopping is especially beneficial for busy people, older people
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and for those people who are not able to move. However, now every kind of customers is engaged
in the utilization of online shopping. It has been seen that still some customers do not prefer online
shopping, they believe in examining the products by physical experiencing (Hanifet al. 2010).
Online shopping has brought great success in the business of retail companies. If the customers do
not like any particular brand' product then they can go for another option without wasting any time.
The purchased products are also delivered to the customers' door by the company and it is one of
the biggest facilities of online shopping. Thus, it can be stated that online shopping imparts a great
impact on customer engagement and improvement of customer satisfaction as well.
1.2 Significance of the research:
The constructive idea of the benefits of online shopping in the retail business will be provided by
this research paper. In addition, the detail explanation of the strategies of customers’ satisfaction
will be also provided by this research paper. In this research paper, it will be also explained that
the impact of online shopping on improvising the satisfaction of the customers in the retail
organization. The assistance will be provided by this research paper for the future studies.
1.3 Rational of the study:
I have conducted this research paper as per the topic of the impact of online shopping on the
improvement of the satisfaction level of customers in the retail company. This research topic has
been formulated by me and with the help of my mentor. After formulating the aim of the research,
the objectives of the research have been constructed by me. I also have created the questions of
the research as per the objectives. The unstructured data of this research paper is the impact of
digital technology on the business. After that by the help of my peers, I have changed the
and for those people who are not able to move. However, now every kind of customers is engaged
in the utilization of online shopping. It has been seen that still some customers do not prefer online
shopping, they believe in examining the products by physical experiencing (Hanifet al. 2010).
Online shopping has brought great success in the business of retail companies. If the customers do
not like any particular brand' product then they can go for another option without wasting any time.
The purchased products are also delivered to the customers' door by the company and it is one of
the biggest facilities of online shopping. Thus, it can be stated that online shopping imparts a great
impact on customer engagement and improvement of customer satisfaction as well.
1.2 Significance of the research:
The constructive idea of the benefits of online shopping in the retail business will be provided by
this research paper. In addition, the detail explanation of the strategies of customers’ satisfaction
will be also provided by this research paper. In this research paper, it will be also explained that
the impact of online shopping on improvising the satisfaction of the customers in the retail
organization. The assistance will be provided by this research paper for the future studies.
1.3 Rational of the study:
I have conducted this research paper as per the topic of the impact of online shopping on the
improvement of the satisfaction level of customers in the retail company. This research topic has
been formulated by me and with the help of my mentor. After formulating the aim of the research,
the objectives of the research have been constructed by me. I also have created the questions of
the research as per the objectives. The unstructured data of this research paper is the impact of
digital technology on the business. After that by the help of my peers, I have changed the
12
unstructured data into the semi-structured topic which is the impact of online shopping in the retail
business. However, this semi-structured topic of the research is not able to maintain authenticity
as well as the relevancy of the research paper. Therefore, I have changed this semi-structured topic
into the structured topic with the help of my mentor and the structured topic is the impact of online
shopping on the improvement of customer satisfaction in the retail companies. This structured
topic of research helps me for making effective as well as the concrete conclusion of the research
paper based on the research topic.
1.3 Research Aim:
The focus of this research paper is to identify the impact of online shopping on the retail business.
Apart from this aim, the research paper also has some other aims which such are as to determine
the customers’ satisfaction towards the products as well as services of the retail companies. The
research study also aimed at identifying the impact of online shopping on the improvement of
customers’’ satisfaction in the retail companies.
1.4 Research objectives:
Based on the research aim, some objectives have been conducted by the researcher of this research
paper. These objectives are mentioned below.
• To identify the impact of online shopping on the business of the organization.
• To determine the customers’ satisfaction towards the products as well as services of the
companies.
• To identify the impact of online shopping on the improvement of customers' satisfaction
in retail companies.
unstructured data into the semi-structured topic which is the impact of online shopping in the retail
business. However, this semi-structured topic of the research is not able to maintain authenticity
as well as the relevancy of the research paper. Therefore, I have changed this semi-structured topic
into the structured topic with the help of my mentor and the structured topic is the impact of online
shopping on the improvement of customer satisfaction in the retail companies. This structured
topic of research helps me for making effective as well as the concrete conclusion of the research
paper based on the research topic.
1.3 Research Aim:
The focus of this research paper is to identify the impact of online shopping on the retail business.
Apart from this aim, the research paper also has some other aims which such are as to determine
the customers’ satisfaction towards the products as well as services of the retail companies. The
research study also aimed at identifying the impact of online shopping on the improvement of
customers’’ satisfaction in the retail companies.
1.4 Research objectives:
Based on the research aim, some objectives have been conducted by the researcher of this research
paper. These objectives are mentioned below.
• To identify the impact of online shopping on the business of the organization.
• To determine the customers’ satisfaction towards the products as well as services of the
companies.
• To identify the impact of online shopping on the improvement of customers' satisfaction
in retail companies.
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