Case Study: Investigating EBay's Online Marketing and Customer Loyalty

This case study investigates the effects of online shopping on customer loyalty within the UK e-commerce sector, using EBay as a focal point. The research analyzes different online marketing strategies employed by EBay and other e-commerce companies, with a focus on promotions and their effectiveness in fostering customer loyalty. The study examines the methods used by companies to increase customer loyalty and recommends improvements for the e-commerce sector. The research methodology includes a literature review, primary and secondary research methods, and a Gantt chart for project management. The case study explores the importance of promotions, the impact of online shopping on customer loyalty, and provides recommendations for enhancing performance within the e-commerce sector. The study also identifies key milestones and provides a detailed reference list of sources.

Case study about
Ebay

Table of Contents
Section One: Research Title, Background to Research Topic and Background to Research
Organization ....................................................................................................................................3
Section Two: Research Aims and Objectives and Research Question(s)........................................3
Section Three: Research Rationale..................................................................................................4
Section Four: Research Methodology..............................................................................................4
Section Five: Activities and timescales............................................................................................7
Milestone one:..................................................................................................................................9
Milestone two: ................................................................................................................................9
Reference list. .................................................................................................................................9

Section One: Research Title, Background to Research Topic and
Background to Research Organization
The topic of the research is to investigate the effects of online shopping on customer’s
loyalty operating in United Kingdom. The marketing department of EBay is helping the
organization in giving products according to the needs of the customers.
The research aim is to analyze different online marketing strategies in the e commerce
industry of UK and the corrective steps and measures of the marketing department of the
companies (Yadav and Rahman, 2018). The organizations are focusing on improving the
performance by helping the employees in the promotions. The objectives of the research
are
The first objective of the research is to review of online shopping for the customers in e
commerce sector of UK. The second objective of the research is to determine the
promotions to improve the performance of the e commerce used by the organizations in
UK. The third objective is to assess the effectiveness of shopping one commerce on
customers loyalty in UK and the last objective is recommendations for the e commerce
sector for improving the performance of the organization in UK.
The research is focusing on skills of the employees for improve the performance of the
organization. The employees is having in-depth study of the problems in the e commerce
organizations and they are focusing on the methods used by increasing the customers
loyalty. The research is including the methods used for collecting data, findings, data
analysis and conclusion. The time frame required to complete the research is 7 months.
The budget is £25 and including transportation cost and including the methods like mobile
phone and laptop.
Section Two: Research Aims and Objectives and Research Question(s)
Research Topic: To investigate the effects of online shopping on customer’s loyalty
operating in United Kingdom. A case study about EBay.
Aim: To analyze different online marketing strategies in the e commerce industry of UK.
A case study about EBay.
Objective of the study:
 To undertake a critical review of online shopping in e commerce sector of UK.
 To determine the promotions used by the organisations to improve the performance of

the e commerce in UK.
 To assess the effectiveness of shopping on e-commerce on customers’ loyalty in UK.
 To recommend the e commerce sector of UK for improving the performance of the
organization.
The research questions are
 What is the methods used by the e commerce companies in the online market of UK?
 Which promotions are applied by the e commerce companies in UK for customer
loyalty?
 To what extent promotions are effective for the online shopping in UK?
 How can e-commerce companies in UK improve methods for overcoming the impact
on reducing loyal customers?
Section Three: Research Rationale
The organization are having many methods to increase the customers and they will give
them good products. The e-commerce market is increasing the customers are helping the
organization in increasing the performance (Cheng, Wu and Chen, 2020). The
organization are focusing on the factors that are helping them in giving good products to
the customers. The marketing department in the organization wants to increase the
promotions. The employees should have the skills that will help them in analyzing the
performance of the organization. It is important for the organizations to have the methods
that will help them in giving good products. The company barrier is including different
cost like variable costs and fixed costs. It is important for the organization to analyze the
factors that will help them in increasing the performance.
The Researchers are helping in giving the solutions to the organizations in e commerce for
online shopping as it is one of the important part for the customer loyalty. Literature is
providing evidences regarding customers in e commerce in the organization.
Section Four: Research Methodology
The e commerce market is increasing and the customers are getting many options in the
industry to get good products. The level of competition is increasing and it is important
for the e commerce companies to give products according to the needs of customers
because and helps to achieve the goals and objectives. The marketing department is
responsible for the promotions of the organization and increasing the customer loyalty.
The effect of online shopping has the impact on the customer’s loyalty for the

organization (Urueña and Hidalgo, 2016). The primary and secondary research is used
that helps in studying and analyzing the topics to achieve the needs of the organization.
The primary research is used in the organization when they want to collect the information
which is not used. They are helping in solving the issues of the organization. The
qualitative and quantitative research is used. The organization is using research onion and
it includes data collection tools, research philosophy, research approach, type of
investigation. The organization with the help of questionnaire where deductive research
method has been used and the problems are identified. The Primary and secondary
research methods are used in this report and the sample size of 30 respondents in EBay
are taken who are the employees of the organization. The employees of EBay are chosen
for my study (Xiong and Zhang, 2018). The qualitative and quantitative methods of
investigation are used in this research project.
According to Xin Jin, marketing is the process used by the organization to promote the
products. They are having different methods that will help them in increasing the
performance (Consumer-driven e-commerce: A literature review, design framework, and
research agenda on last-mile logistics models, 2021). The marketing department in the
organization is focusing on enhancing the productivity of both employees and business
and they are helping to give good products. The organization is having skilled employees
that will help in increasing the promotions. The employees are having the methods that
will help them in making the products according to the customers.
Literature Review
Importance of the promotions used by the organizations to improve the performance
of the e commerce
According to Hatem El-Gohary, the organization is having the promotions methods that
are important for the customers. They are having different methods to give good products
according to the skills of the employees. It is helping the employees in making business
plans that will help the company to achieve success. The employees at higher level will
make the promotions that will be increasing the customer’s loyalty. The marketing
department of EBay is focusing on the factors that will help in increasing the e commerce
customers. The organization is having employees will different skills that will help them
in increasing the performance (E-Marketing - A Literature Review from a Small

Businesses perspective, 2021). EBay is having different methods that will help the online
customers in getting good products.
To analyse the importance of promotions for the organisation to having the customers in the e
commerce and it will help them in increasing the performance. EBay encourage their
employees through appraising and rewarding their employee's for their valuable contribution
in the achievement of overall productivity of the organization. The promotions methods in
EBay is affecting the customers and they are able to communicate with the organisation. EBay
is analysing the performance of the employees and helps them in giving good products.
To evaluate the effectiveness of shopping on e-commerce on customer’s loyalty
According to Majid Mohammad Shafiee, the employees of the organization are having
different skills that will help in affecting the customer’s loyalty on e-commerce. The
organisation will have different factors that will help in increasing the performance of the
employees. The organisation is having promotions that will help EBay are mentioned below:
 The organisation is having many employees and they are having methods that will help
them in giving good products. The employees of EBay are focusing on the promotions
that are improving performance ( Quality and E-Recovery, 2021). The customers are
having many options that will help them in getting good products so the organisation
should focus on the factors that are important in the e commerce.
 The organisation should analyse the performance of the promotions and the customer
loyalty. This approach of marketing department also helps the organization to motivate
them employee's and ensure utmost satisfaction from their jobs. EBay is having the
methods that will help them in increasing the performance of the organisation. The
employees of the organisation are having factors for giving good products.
Suggestions for the e commerce sector of UK for improving the performance of the
organization
According to Asghar Afshar Jahanshahi , the marketing department is helping the
organization in improving the performance. The recommendations for the promotions of
the products of the organization that can take to improve the performance of the e
commerce
 The organization in the e commerce has to analyze the skills that are helping in
increasing the performance. The marketing department of the organization is

having the employees who will help in increasing the promotions. The employees
should analyze the performance and communicate with the organization (Analyzing
the effects of electronic commerce on organizational performance: Evidence from
small and medium enterprises, 2021).
 The organization is having a healthy working environment and the responsibility of
the marketing department is to focus on developing the good environment where
employees feel free to communicate and can discuss their problems. This helps in
building strong relations and employees with effective communication and
coordination able to perform their work properly.
Section Five: Activities and timescales
Gantt Chart is used in this research project
Week 1 and 2- The title approved by my Tutor and it chosen according to the research.
Week 3 and 4- Literature review of the research and the aims and objectives of the
research with the evidence from the theories, internet and journals.
Week 5 and 6- Overview of the issues and problems of the research and understanding of
the topic.
Week 7 and 8- Research methodology used in conducting the research.
Week 9 and 10- Recommended Time scale
Week 11 and 12- Research data interpretation with the use of primary and secondary
method.
Week 13 and 14- Limitation of research and its evaluation- The limitation of the research
and the accuracy is determined.
Week 15 and 16- Areas for future research, recommendations and conclusion.

Milestone one:
The topic of the research has successfully identified and is approved by my Tutor.
Target date (set by tutor): 18/05/2021
Milestone two:
The outstanding stages are progressing and will be submitted as outlined in my Gantt
chart
Target date (set by tutor): 05/09/2021
Reference list.
Books and Journals
Yadav, M. and Rahman, Z., 2018. The influence of social media marketing
activities on customer loyalty: A study of e-commerce industry. Benchmarking:
An International Journal.
Cheng, F.F., Wu, C.S. and Chen, Y.C., 2020. Creating customer loyalty in
online brand communities. Computers in Human Behavior. 107. p.105752.
Urueña, A. and Hidalgo, A., 2016. Successful loyalty in e-complaints: FsQCA
and structural equation modeling analyses. Journal of Business Research.
69(4). pp.1384-1389.
Xiong, Y. and Zhang, Y., 2018. Analysis of influence factors of customer
loyalty under e-commerce environment. Journal of Discrete Mathematical
Sciences and Cryptography. 21(6). pp.1455-1460.
Mohammed, Z.A. and Tejay, G.P., 2017. Examining privacy concerns and
ecommerce adoption in developing countries: The impact of culture in shaping
individuals' perceptions toward technology. Computers & Security. 67. pp.254-
265.
Akimov, O.O. And et.al., 2020. Entrepreneurship education of the formation of
the e-commerce managers professional qualities. Journal of Entrepreneurship
Education. (23).
Online
Consumer-driven e-commerce: A literature review, design framework, and
research agenda on last-mile logistics models. 2021. [Online]. Available
through<https://www.emerald.com/insight/content/doi/10.1108/IJPDLM-02-
2017-0081/full/html>
E-Marketing - A literature Review from a Small Businesses perspective. 2021.
[Online]. Available through<https://ijbssnet.com/journals/20.pdf>
Behavioral Customer Loyalty in Online Shopping: The Role of E-Service
Quality and E-Recovery. 2021. [Online]. Available
through<https://scielo.conicyt.cl/pdf/jtaer/v13n1/0718-1876-jtaer-13-01-
00103.pdf>
Analyzing the effects of electronic commerce on organizational performance:

Evidence from small and medium enterprises. 2021. [Online]. Available
through<https://www.researchgate.net/publication/258211949_Analyzing_the_
effects_of_electronic_commerce_on_organizational_performance_Evidence_fr
om_small_and_medium_enterprises>