Internet Marketing Opportunities and Customer Satisfaction Analysis

This research report investigates the opportunities within internet marketing and their influence on customer satisfaction. It begins with an introduction, outlining the research problem, rationale, and objectives. A literature review explores the concept of internet marketing, its evolution, current opportunities like empowering effects and cost-effectiveness, trends such as social media and content marketing, and relevant models like Forrester's 5Is and Lauterborn's 4Cs. The report also defines customer satisfaction and its models, examining the impact of internet marketing tools like mobile marketing, email marketing, and SEO. The methodology section details the research approach, design, sampling, and data collection methods. Results from descriptive statistics, t-tests, ANOVA, regression analysis, and reliability analysis are presented, followed by a discussion of findings. The report concludes with recommendations for businesses seeking to leverage internet marketing for enhanced customer satisfaction. The research covers various aspects including internet marketing opportunities, customer satisfaction models, and statistical analysis of data collected through surveys and other methods. The report is structured to provide a comprehensive understanding of the subject, and offers insights into the current trends and patterns in internet marketing and how they relate to customer satisfaction.

Running head: INTERNET MARKETING OPPORTUNITIES AND THEIR IMPACT OF
CUSTOMER SATISFACTION
Internet Marketing Opportunities and Their Impact of Customer Satisfaction
Name of the Student:
Name of the University:
Author’s Note

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Executive Summary
The entire research work is divided into six key chapters in order to achieve the
objectives. The first chapter that is the introduction chapter mainly focuses on elaborating the
research issues, research questions and aims of the research. It has also provided a justification
behind conducting the research. More specifically this chapter provided an overall idea regarding
what the research is all about. In the second chapter that is in literature review the relevant
literature available in relation to the research topic have been evaluated. The literature has
provided a brief idea about the current scenario and the theoretical framework for substantiating
the research hypothesis. In chapter three the detailed research methodology and step by step
framework that has been followed for conducting the research has been mentioned. In chapter
four and five the data analysis and findings or results have been elaborated. These chapters helps
to substantiate or refute the hypothesis statement. Finally in chapter six concluding remarks have
been stated and a few plausible recommendations have been specified as well.

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Acknowledgement
The research conducted by me has been one of the enriching experiences of my life. This
research helped me in gaining enhancing experience by providing me the understanding to
skilfully carry out the research. The research helped me in overcoming the drawbacks by facing
them skilfully. However, this would not have been possible with the help and encouragement I
received from my professor. I also received the encouragement from my peers and all the people
who helped me carry out the research. I would like to thank my supervisor
_______________________________ for the constant support and encouragement to carry out
the research. It would not be right if I do not thank my academic guides who have constantly
assisted me in the research. I would also like to thank by friends who helped and encouraged me
for the research. Finally, I would like to thanks the customers who participated in the survey that
was conducted to gain primary data. The support of all these people has been enhancing and
inspiring throughout the research process.
Heartfelt thanks and warmest wishes,
Yours Sincerely,

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Table of Contents
Chapter 1:.........................................................................................................................................9
1.0 Introduction................................................................................................................................9
1.1 Background of the Research..................................................................................................9
1.2 Problem Statement...............................................................................................................11
1.3 Research Rationale..............................................................................................................11
1.4 Aim of the Research............................................................................................................12
1.5 Research Questions..............................................................................................................13
1.6 Structure of the dissertation.................................................................................................13
2.0 Literature Review....................................................................................................................14
2.1 Concept of Internet Marketing.............................................................................................14
2.1.1 Evolution of Internet Marketing...................................................................................16
2.2 Current Opportunities of Internet Marketing.......................................................................17
2.2.1 Empowering effect........................................................................................................17
2.2.2 Eradication of geographic barriers................................................................................18
2.2.3 Availability...................................................................................................................18
2.2.4 Cost effectiveness.........................................................................................................19
2.2.5 Track-ability.................................................................................................................19
2.3 Trends and Patterns of Internet Marketing..........................................................................20

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2.3.1 Staying updated............................................................................................................21
2.3.2 Social Media Marketing...................................................................................................21
2.3.3 Content Marketing........................................................................................................22
2.3.4 Use of Analytics...........................................................................................................22
2.4 Models of Internet Marketing..............................................................................................23
2.4.1 Forrester’s 5I’s Model..................................................................................................23
2.4.2 Lauterborn’s 4Cs Model...............................................................................................25
2.5 Concept of Customer Satisfaction.......................................................................................27
2.6 Models of Customer Satisfaction.........................................................................................28
2.6.1 Kano Model of Customer Satisfaction.........................................................................28
2.7 Impact of Internet Marketing on Customer Satisfaction.....................................................29
2.7.1 Impact of Mobile Marketing on Customer Satisfaction...............................................29
2.7.2 Impact of Email marketing on Customer Satisfaction..................................................30
2.7.3 Search Engine Optimization and its Impact on Customer Satisfaction........................31
Chapter 3:.......................................................................................................................................31
3.0 Methodology............................................................................................................................31
3.1 Introduction..........................................................................................................................31
3.2 Research Approach..............................................................................................................31
3.3 Research Design..................................................................................................................32

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3.4 Sampling Technique............................................................................................................33
3.5 Method of Data Collection..................................................................................................34
3.6 Data Analysis.......................................................................................................................34
3.7 Accessibility Issues..............................................................................................................34
3.8 Ethical Considerations.........................................................................................................35
CHAPTER: 4.................................................................................................................................35
4.0 RESULTS................................................................................................................................35
4.1 Introduction..........................................................................................................................35
4.2Descriptive statistics:............................................................................................................35
4.3 Result of t-Test....................................................................................................................47
4.4 Result of One-Way ANOVA...............................................................................................48
4.5 Results of Regression Analysis...........................................................................................49
4.6 Results of Reliability Analysis............................................................................................56
4.7 Conclusion...........................................................................................................................62
CHAPTER 5: DISCUSSION........................................................................................................63
5.1 Introduction..........................................................................................................................63
5.2 Discussion and Findings......................................................................................................63
5.3 Conclusion...........................................................................................................................67
Chapter 6:.......................................................................................................................................67

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6.0 Conclusion and Recommendations..........................................................................................67
Reference List................................................................................................................................69
Appendix........................................................................................................................................78

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List of tables
Table 1 Frequency table of male and female.................................................................................32
Table 2 Frequency table of different age group.............................................................................33
Table 3 Table of average annual income.......................................................................................33
Table 4 table of daily internet usage..............................................................................................34
Table 5 Frequency of shopping.....................................................................................................34
Table 6 Factors that have influence on SMS/MMS facilities........................................................38
Table 7 Factors that have influence on email................................................................................39
Table 8 Factors that have influence on information......................................................................40
Table 9 Correlation between factors that have impact on SMS/MMS service..............................41
Table 10 Correlations between factors that have influence on email............................................42
Table 11 Correlation between factors of information....................................................................43
Table 12 Result of independent t-test............................................................................................43
Table 13 One-way ANOVA table.................................................................................................45
Table 14 Linear regression of customer satisfaction on SMS/MMS facilities..............................46
Table 15 Linear regression of customer satisfaction on email facilities.......................................48
Table 16 Linear regression of customer satisfaction on information............................................49
Table 17 Multiple regression of customer satisfaction on SMS facility, email facility and
information....................................................................................................................................51
Table 18 Reliability analysis of factors of SMS/MMS.................................................................53
Table 19 Reliability analysis of factors of email...........................................................................56
Table 20 Reliability analysis of factors of information.................................................................58

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List of Figures
Figure 1 Pie chart of male and female...........................................................................................36
Figure 2 Pie chart of age group......................................................................................................36
Figure 3 Distribution of annual income.........................................................................................37
Figure 4 Daily internet usage.........................................................................................................37
Figure 5 Frequency of shopping....................................................................................................38

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Chapter 1:
1.0 Introduction
The research work will solely focus on determining the opportunities that internet
marketing can provide to the business organizations in today’s competitive environment.
Simultaneously the influence or impact of internet marketing on customer satisfaction level will
also be investigated. This will help to determine whether internet marketing affects customer
satisfaction in a positive or negative way (Armstronget al., 2015). As organizations are making
use of internet marketing they will be able to gather sufficient knowledge regarding the use of
internet marketing and how it can be used so that the level of customer satisfaction increases. In
the next few sections a brief overview of the entire research work and the justification behind
selecting “Internet Marketing Opportunities and Their Effect on Customer Satisfaction” will be
provided. Furthermore the broader aim, objectives and questions of the research work has been
stated in the section.
1.1 Background of the Research
In the era of globalization and advancement business organizations are undergoing
rigorous environmental change. In such a situation internet marketing and drastic evolution of
the World Wide Web has restructured the business competitions and helped to customize the
B2C to business to customer relationship. The combination of internet and World Wide Web has
introduced an efficient as well as innovative retailing platform where a one to one
communication with the customers could be established (Schivinski and Dabrowski, 2015).
Internet can be characterized as a potential factor that can revolutionize the conventional
business traditions and improve the customer’s experiences in numerous ways. While internet is

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expanding significantly a number of businesses has already globalized their marketing and sales
efforts related to their products and services through internet. Now it has become almost more
than a decade that various organizations are providing their products such as books, apparels,
toys, software and other appliances to their customers over the internet. As a result of this
internet marketing has become the fastest growing and interesting branch of marketing which is
of prior importance to the researchers (Elbeltagi and Agag, 2016). Over time the world will get
more connected and in order to cope with the changing customer needs and developments the
marketers are now trying to reform the marketing strategies so as to reach new audiences. The
internet marketers makes appropriate use of the internet and use the myriad of tools that the
internet offers. Another important aspect of the internet marketing is that through this the
marketers keep in touch with the customers on a regular basis, as a result of which they can
somehow influence the needs and customization preferences of the consumers at a lower cost (O.
Pappaset al., 2014). This possesses a potential of strengthening the business customer
relationship and enhancing the customer satisfaction.
On the other hand, it is also necessary to mention that in this ever changing business
environment emergence of advanced technology has brought forward significant changes in the
online behavior of the customers. These changes have posed significant challenges and
opportunities to the business organizations. Through internet the customers are now able to
access information easily at any point of time (Kotler, 2015). Moreover, presently they are not
required rely solely on the facts stated by the company regarding their products and services,
they can easily view the responses posted by the other customers over the internet. Hence the

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business organizations are required to understand the needs of the customers and try to address
their needs as effectively as possible in order to satisfy them.
1.2 Problem Statement
The research work investigates the opportunities prevailing in the internet marketing
segment and how it can influence the customer satisfaction. In order to do so the current trends
and patterns of the internet market have been observed along with this how these key factors can
give rise to numerous opportunities of internet marketing (McDonald and Wilson, 2016).
Afterwards it will focus on determining the impact of internet marketing on the level of customer
satisfaction and in which direction it can drive the customer satisfaction. Customer satisfaction
has become a crucial factor to the organization because in the competitive world leaving a
customer dissatisfied does not guarantee that the customer will visit the store again (Josephet al.,
2015). Therefore determining the opportunities of internet marketing will in turn help to exploit
those opportunities for enhancing the customer satisfaction. Increased customer satisfaction
ensures that the customer will certainly visit the store again and there is also a chance of
increased word of mouth marketing (Roberts and Zahay, 2012).
1.3 Research Rationale
Presently in advent of continuous advancements in the business segments and
technological aspects the business organizations are using internet marketing as a major tool of
marketing. In other words, internet marketing has become an inevitable part of the business
entities in the developed and globalized business environment. Hence it can be stated that
identifying the opportunities prevailing in internet marketing and determining the impact of
internet marketing over customer satisfaction as a research issue is quite meaningful.

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As the business organizations are advancing at the same point of time the perceived value
of the customers about a product is also changing. Consumer behavior can change over time due
to various factors it may be because of a specific trend prevailing in the market or due to the
approach adopted by the marketer. Hence as the organizations are adopting internet marketing in
order to cope with the ever changing business market developments and changes it has become
also essential to investigate the impact of implementing this internet marketing over the level of
customer satisfaction. Hence the research topic is considered as an important issue of research at
this specific point of time.
It is expected that the research work will be able to identify the opportunities of internet
marketing effectively and efficiently which will help the business organizations. On the other
hand, it will also identify theimpact of internet marketing over the level of customer satisfaction
that will help the business entities to successfully address the ever changing needs of the
customers while maintaining their level of satisfaction at a higher level.
1.4 Aim of the Research
The aim of this research work sis to identify the opportunities prevailing in the process of
internet marketing and determining how internet marketing can influence the level of customer
satisfaction.
The objectives of the research can be summarized as follows,
 To identify the opportunities of internet marketing
 To identify the factors giving rise to these opportunities of internet marketing
 To identify the factors affecting customer satisfaction

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 To identify the magnitude and direction of the impact of internet marketing on customer
satisfaction
1.5 Research Questions
The research questions are well aligned with the previously designed research objectives. The
objectives of the research can be stated as follows,
 What are the opportunities of internet marketing?
 What are the factors that give rise to these opportunities of internet marketing?
 What are the factors that affect customer satisfaction?
 What is the magnitude and impact of the internet marketing on customer satisfaction?
1.6 Structure of the dissertation
In this section a brief structure of the entire dissertation is provided. The structure will
incorporate all the sections in a sequential manner one after another and the flow depicts how the
dissertation has achieved its desired outcome after conducting all the chapters.

Introduction
Literature Review
Research Methodology
Findings and Analysis
Conclusion and
Recommendations
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Figure 1: Structure of the Dissertation
(Source: Created by Author)
2.0 Literature Review
2.1 Concept of Internet Marketing
Internet marketing also known as eMarketing or online marketing is a marketing activity
which is performed online through using internet technologies. It does not only incorporate the

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advertisements that are observed on the websites but also several other activities such as social
networking and email marketing (Bianchi and Mathews, 2016). Each and every aspect of online
marketing or internet marketing is digital that signifies that it is a type of completely electronic
information which is transmitted from one computer to the other or similar devices. However, it
can also tie up with traditional offline advertising activities and sales as well.
As pointed out by author, internet marketing has three distinct principles which act as the
cornerstone of internet marketing. These three underlying principles are explained below,
Immediacy: The web keeps changing continuously and rigorously at a significant speed
and so the online audiences. The attention spans of these people are very short and they always
expect updates within a minute and minute information as soon as possible (Richaniet al., 2016).
In order to maintain an effective communication with the online audience the organizations are
always required to respond to the online messages and respond to the communities as quickly as
possible.
Personalization:Presently the online customers are not considered as the faceless
audiences who are needed to be targeted while targeting the broad target audience. These
customers are now treated as individuals with individual choices and preferences who are needed
to be addressed personally. With the help of the personal information available over the internet
the organizations can now be addressed personally and that too in a quite precise manner
(Mathewset al., 2016).
Relevance: While communicating over the internet it must be interesting and the contents
provided must seem to be relevant as well as interesting to the reader else the reader will just
ignore it. Incorporating all the relevant information and attracting the attention of the target

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audience by standing out from the crowd by engaging the customers is the way of successful
internet marketing (Chaffey and Ellis-Chadwick, 2016). The best possible way to solve this issue
is to develop a proper understanding about the customers, providing them with what they want
and when they want.
Hence the more attractive the marketing process will be the more it will be able to attract
the relevant customer base (Shihet al., 2013). The key to a successful internet marketing is
therefore, attractive advertising with useful and relevant information that will serve the needs of
the customers instantaneously.
2.1.1 Evolution of Internet Marketing
Internet can be characterized as the youngest medium which has achieved its current
situation in just 20 years. The first ever interconnected computer network was designed simply
as a joint project between a number of research organizations and the military in the year 1969.
The concept kept evolving and the first network email concept was introduced in the year 1971
and afterwards international connections were established during 1973 (Gangeshwer, 2013.). The
specific terminology “internet” was first used in the 1974. In the early 1990s Tim Berners-Lee
was acknowledged as the inventor of internet and since then the development process of internet
accelerated since then. By the end of the year 1993, business entities started showing their
interests towards internet where the debate raged whether they should be allowed to use the
internet for commercial purpose as internet is strictly an educational and non-commercial area.
However, later on the businesses own the debate and the issue was resolved during 1995
(Zichermann and Linder, 2013).

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The preliminary top notch internet companies like Amazon and Yahoo introduced the
online platforms during the middle of 1990 among numerous newly introduced search portals
like Alta Vista, Infoseek and Excite. Google introduced its search engine in 1998 that provided
internet search a new edge and accuracy (Tsai and Cheng, 2012). Different other commercial
websites such as the auction site eBay started dominating the web while strengthening the
potentiality of internet as a global commercial platform.
During the early stages of 2004, public became aware about the concept of “web 2.0”
which is nothing but a user centric web can be used for various commercial, interactive and
cooperative purposes. The main characteristic features of this were to enhance the use of social
networking and the use of tools that increased the use of tools that in turn made it easier for
people to create and personalize personal pages (Pomirleanu et al., 2013). This provided a big
push for the marketers who can now advertise and promote their products and services online by
increasing the accessibility of their services over the internet.
2.2 Current Opportunities of Internet Marketing
There are some opportunities of internet marketing which the online marketers enjoy.
These opportunities can be stated as follows,
2.2.1 Empowering effect
Among numerous opportunities one of the key opportunity of internet marketing is
associated with the enabling effect that is helpful especially for the small business enterprises.
Internet is quite efficient in extending the market reach as well as operational efficiency of these
small and medium sized organizations (Fritz, 2013). It is a matter of fact that internet has given
rise to a democratized business environment where marketing activities has been restructured in

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such a way that the small and medium scaled enterprises also get equal opportunities for
promoting their products and services at a larger scale. Hence it could easily be stated that
internet has given rise to enormous opportunities for the small businesses so that they can take
part into the national and international marketing activities which would have been unaffordable
for them without internet because of the extensive amount of resource required (Bianchi and
Mathews, 2016). Email marketing, Search Engine Optimization, blogging and introducing
websites are easily affordable channels of internet marketing which equips the small businesses
with the opportunity to survive in the advanced and competitive market structure.
2.2.2 Eradication of geographic barriers
Another opportunity that can be enjoyed by the practitioners of online marketing or
internet marketing is that it eradicates all the geographical barriers involved with practicing the
buying and selling activities. That is internet allows an unlimited global reach and that too at a
very affordable price (Kotabe and Helsen, 2014). As the cost associated with the traditional
media is substantially high the aspect of global reach was only considered by the gigantic
corporations. Though in the advent of internet technologies the smaller businesses have also
become eligible to enjoy this broader geographical reach. After the eradication of the
geographical barriers the organisations now have become able to present their products and
services to the different groups and communities across the world, the consumers will be able to
view or purchase the products if they have access to the internet.
2.2.3 Availability
The ease of accessibility and availability features of internet are also evidently important
to any business entity. Due to the availability feature internet is able to equip the customers with

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correct information timely. After the establishment of online shopping platforms customers now
can acquire information and shop at any point of time during the night or day (Salehiet al.,
2012). Hence there are no specific time bound for shopping as the online shops do not have any
specific time for closing and opening. It is a matter of fact that people may visit the physical
stores after searching the internet or people can search for competitive price and compare after
visiting the physical store (Andreopoulouet al., 2014). However, shopping online is more
convenient as there is no need to get out of the house, visiting stores and compare the prices of
the products. The online buyers can perform the same activities sitting at home. This has
contributed largely in attracting a huge customer base towards the online shopping platforms.
2.2.4 Cost effectiveness
It is needless to mention that the compared to the cost associated with the resource
intensive traditional media channels online marketing is way too cheaper and the businesses
would be able to achieve its objectives at a significantly lower cost (Pappaset al., 2014). For
example it can easily be observed that placing or publishing an advertisement over the internet is
less expensive as compared to publishing an advertisement on any print media like magazine,
newspaper or billboard (Corleyet al., 2013). Moreover, in this context it can be stated that
through internet marketing establishing the virtual presence of an organization and ensuring
effective networking with other organisations have become more cost effective. Through internet
marketing the organizations have also become able to save their human resource as well as
monetary resources.

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2.2.5 Track-ability
Another key opportunity of online marketing is that it can easily be monitored and
tracked. In other words this feature of internet marketing provides the marketers with a pool of
opportunities. Internet can track and measure each of the activities taking place within it.
Henceforth, the number of clicks that a particular advertisement has achieved or the amount of
traffic in a particular website can easily be measured (Sozinova and Fokina, 2015). In the
aforementioned method the marketer becomes able to monitor the activities of the visitors of his
or her website and thereby gathers sufficient information regarding the behavior of that particular
person his or her choices and preferences. Then in accordance with the choices and preferences
of the consumers companies can send customized advertisements or assorted products to them.
Internet also allows the organizations to evaluate whether their promotional strategies are
working or not, which type of customers are in fact interested in their products and from which
region they belong to (Jobber and Ellis-Chadwick, 2012).
The ability of the organizations to track the online activities of the customers increases
drastically because internet is considered as one of the most accountable media. Several software
are there which can track the website logs and real-time profiling track of the customers who are
viewing each of the pages (Maliket al., 2013).
2.3 Trends and Patterns of Internet Marketing
The internet nowadays has become the center of attraction to the everyday life of the
consumers and the use of internet as a medium of marketing can be considered as a critical
phenomenon (Thamizhvanan and Xavier, 2013). The traditional marketing activity focuses on
both theory and practice while internet marketing has projected how the activities may change in

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accordance with the latest introduction in the technological sectors (Pulizzi, 2014). Presently
several new trends and patterns are emerging in the genre of internet marketing ensuring the fact
that the marketers are always needed to keep themselves updated about the recent trends and
how these can affect the marketing activities.
2.3.1 Staying updated
The reliance of the society over the internet has substantially changed the way of
operation of various business organizations. As a result of which the marketing professionals are
always staying updated about the recent and emerging technologies in the market and are also
following the trends so as to maintain their competitive edge as well (Mathewset al., 2016).
As the structure and form of marketing has been changed by internet at the same point of
time it has also affected the businesses and brands which make use of the internet marketing
(Mazaheriet al., 2012). Once upon a time it was considered to be enough having an online
presence through a website, however, presently in order to establish a remarkable online
presence the brands are required to do much more. This may include designing unique content,
user friendly interface, effective showcasing of the products and certainly trying to depict the
niche features of the brand.
Tiago and Tiago(2012), pointed out the fact that due to the drastic changes in the process
of internet marketing and as the face of marketing and marketing strategies of the brands and
organizations are changing rapidly, the marketers are always keeping them updated in order to
cope with these recent changes.

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2.3.2 Social Media Marketing
As opined by Dahnilet al., (2014) as the use of social media is increasing with the
passage of time and given the fact that it can be considered as a comparatively inexpensive
medium hence it is considered as an integral platform by most of the organizations, brands and
companies for market their products or services (Shiau and Luo, 2012).
One of the key advantage of social media is the feature of sharing, which in turn supports
the role of social media as a platform for marketing. Presently social media marketing has proven
itself to be the most effective medium that allows the brands to create awareness through the
sharing activities of the users within their own networks and social connection (Leunget al.,
2015).
Along with the feature of sharing social media also provides the opportunity to establish a
connection with the audiences. Engagement which is always considered as a popular buzzword
within the circle of internet marketing it is an inevitable part of strategic marketing which depicts
a two way conversation (Heang and Khan, 2015).
2.3.3 Content Marketing
Content marketing which is a relatively modern concept is being widely used by the
internet marketers. Content marketing involves designing attractive and unique content regarding
a specific brand or product which is shared with the audiences so as to lure them towards the
product. Presently content marketing is being used widely by the internet marketers because its
main benefit is that it allows a brand to establish a voice of its own in the industry (Tse, 2013).

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2.3.4 Use of Analytics
Evolving the use of web analytics is one of the most important yet behind the scene
aspect of internet marketing. It involves the collection, analysis and reporting of relevant data
which may help the organizations to form a basic idea about the customer base (Kentet al.,
2013). It actually tracks the web usage of the customers, monitors the traffic in its webpage,
products viewed by the visitors of the page as well as the time spent by a visitor on a particular
page. This in turn enables the marketers to generate an overall idea about the specific customers
and their choices and preferences. As a result of this the marketers design tailored advertisements
for those specific customers in accordance with their choices and preferences (Rikhtverchiket al.,
2013).
2.4 Models of Internet Marketing
2.4.1 Forrester’s 5I’s Model
The concept of customer engagement has been reintroduces in the genre of internet
marketing by Forrester. The meaning of the word engagement has always been a gloomy concept
from the very beginning it was introduced in the context of internet marketing (Sharmaet al.,
2016). However, as opined by the proponent of the model customer engagement can be defined
as the extent of interaction, intimacy, involvement and influence that an individual develops over
time regarding a specific brand or organization.
The qualitative and quantitative format of engagement that should be followed by a brand
or organization has been identified by Roberts and Zahay (2012), which are as follows,
Involvement:

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Involvement can be identified as the presence of a person at different touch points if
different brands (Scheinbaum, 2012). Involvement may include metrics like number of visitors to
a particular site, number of views of a page or the number of visitors, average time spent by a
customer per visit and the number of repeat visitors (Corleyet al., 2013). It may also include a
few additional metrics as well which are frequency of visit, subscriptions to various services, use
of mobile application and consumption of content through the syndication partners. This
component of the customer engagement suggests that the organizations should focus on the fact
of involvement from a different perspective while amalgamating useful information through
different online and offline sources which may include web analytics, data of the subscribers and
consumer surveys (Ryu et al., 2012).
Interaction:
This component amalgamates metrics like within a page activities, number of videos
played along with the number of times it those videos been played, reviews of a product, ratings
provided by the customers, uploaded photos and videos, number of quizzes taken as well as the
number of subscription renewed (Best 2012). In order to measure these metrics effectively it is
necessary that the Web analytics should be able to monitor the interactions and operations at a
deeper level than that of the URL
Intimacy:
Intimacy is characterized as the intimacy of a person with a specific brand or
organization. Intimacy is difficult to be measured but can be done easily by the sentiment
analysis of the customers from blogs, post activities and discussion on different forums. The
feedback obtained through different call centers, number of times a page have been visited and

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the search traffic that contains a brand name can also be considered as some additional metrics
for gauging intimacy (Kim and Ko, 2012). In order to track these types of metrics data can be
obtained from buzz monitoring services, survey responses, focus groups and voice-of-the-
customer programs.
Influence:
Influence is the likeliness that a person would advocate in favor of the rand. The metrics
which can be considered for monitoring this component can be done through tracking the
forwarded contents, reviewing the tagged contents, friends and families in the social media and
the rate at which a specific content is spread over the internet (Chen, 2012).
This specific model will help the internet marketers to review the level of engagement of
the consumers and thereby design effective online marketing strategies. Hence it can be expected
that the efficient implementation of the model will in turn ensure the successful operability of the
business (Moshrefjavadiet al., 2012).
2.4.2 Lauterborn’s 4Cs Model
The strategic model is used by the organizations for structuring and effective designing
the strategies while generating the marketing plans. The most effective use of the strategic
models is that these can bring clarity in the opaque problems and thereby ensures efficiency in
the strategic designing (Zhu and Chen, 2012). During 1990 a new model of marketing planning
has been introduced which is known as the 4Cs of marketing, it is also characterized as an
alternative to the traditional 4Ps of marketing model.
The 4 Cs of the model are as follows,

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Consumer’s needs and wants
Cost associated to satisfy
Convenience of buying
Communication
These four factors actually corresponds to the four Ps of marketing, Customer’s needs
represents product, Cost associated to satisfy corresponds to the price, Convenience represents
place and Communication acts as the promotional factors.
Consumer’s needs and wants
The specific concept of customer’s needs and wants in turn shifts the focus of the
organizations from the products towards the needs and specific preference of the customers (José
Liébana-Cabanillaset al., 2014). This restricts the organizations from being led by the product
and rather focus on the specific needs of the consumers and design the products accordingly
(Brown, 2013). For instance despite having a wide product range Nokia failed to satisfy its
customers as it has not focused on the changing customer needs.
Cost associated to satisfy
The cost to satisfy replaces the price component of the traditional 4Ps of marketing. This
factor seems to be important of it is viewed from the perspective of commodity goods. For
instance in the context of the non-branded purchases from the supermarkets the consumers force
to lower the price paid to the suppliers (Roseet al., 2012). This acts as a contributory factor

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towards the introduction of various products in the different product ranges and in these cases the
suppliers bear a cost to satisfy the buyers.
Convenience
The convenience to buy which obviously replaces the “P” for place and access to the
product or convenience of purchasing is an important notion as nowadays people believe in 24/7
always active world. Presently the concept of shopping since 9am to 5 pm has gone away and
people nowadays prefer to purchase online at any point of time (Regoet al., 2013). This has
made the shopping environment more comfortable and convenient as well. Because people can
now purchase online without physically visiting a store and comparing products from different
stores.
Communication
The last and final C of the model is Communication which successfully replaces the
promotion component of the traditional model. Communication as per this model should
certainly be a two way process through which there will be an interaction between the
organization and customer. This approach is evolving over time with the extensive growth in the
digital marketing segment (Jeon and Choi, 2012). This component when applied in the digital
sense can be observed to be developing an efficient communication between the customers and
the company. The customers initiate the process of communication through self-generated
contents.

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Tu et al., (2012), suggested that while applying the 4Cs model in the digital marketing
framework an organization should try to ensure that it all the components of the model have been
reviewed thoroughly.
2.5 Concept of Customer Satisfaction
The concept of customer satisfaction is a widely debated issue as the organizations
always attempt to measure it. The concept of customer satisfaction can be observed in different
situations and can be related to both the goods and services as well. Customer satisfaction can be
regarded as one of the most personal assessment of the human beings which is greatly influenced
by the perceived value of the customers. Solomonet al., (2012), argued that satisfaction is also
dependent over the experience of the customers in relation to both the organizational perspective
and personal outcomes. A few researchers argued that a satisfied customer can be regarded as the
person who have derived a value from a product or service which is greater than the perceived
value of the product or services to that customer (McDaniel and Gates, 2013).
Customer satisfaction also varies on the basis of the products or services or the situation.
A person may be satisfied with a product or service on the basis of the experience he or she had
with the product, the behavior of the sales person aftersales service or some typical attribute of
the product (Persaud and Azhar, 2012). There are researchers who always avoid considering
satisfaction as a measurable attribute because it a too fuzzy concept to be measured. Instead these
people stress more on analyzing the entire experience that the person had with the organization
or the products or services.

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2.6 Models of Customer Satisfaction
2.6.1 Kano Model of Customer Satisfaction
The Kano Model of Customer Satisfaction is based on the three basic attributes which are
namely expected or basic attributes, spoken or performance attributes and delight attributes.
The spoken or performance attributes are recognized as the expectations expressed by the
customers. Basic attributes do not possess much significance. The third or delight attribute
signifies those phenomenon which are beyond the expectations of the customers (Hsuet al.,
2012).
Kano model estimates customer satisfaction against the perceived value of attribute, at
the same time grades the requirement of the customers and thereby determine the level of
satisfaction (Tingchiet al., 2013). The key assumption behind the Kano’s model is not always
proportional to the functionality of the products or services on the other hand it can also be said
that the higher quality of the products or services do not always ensure that these will lead to
higher satisfaction of the customers (Floh and Madlberger, 2013). In this model a three basic
requirements have been identified which influences the customer satisfaction/ these factors are
stated one by one below,
Must be requirements:
These are the requirements which are must to be fulfilled otherwise the customer will be
utterly dissatisfied. On the other hand, it is also a matter of fact that if the customer considers this
requirements as taken for granted the fulfillment of these will not increase the level of
satisfaction of the customer (Shawet al., 2012).

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One dimensional requirement
These are the requirements which are explicitly demanded by the consumers the higher
the extent of fulfillment will be the higher will be the level of satisfaction and vice versa.
Attractive requirement
These are the requirements associated with the product or service and plays the most
important role in determining how satisfied a customer will be with that specific product (Hajli,
2014).
2.7 Impact of Internet Marketing on Customer Satisfaction
The impact of a few internet marketing tools over the level of customer satisfaction will
be discussed in this section.
2.7.1 Impact of Mobile Marketing on Customer Satisfaction
Marketing aims at providing the goods and services which will meet the customer needs
effectively and efficiently. However, the effectiveness of this activity also depends on the
available customer database. The interactive ability of the mobile marketing process allows the
marketers to accrue the key information regarding the customers and then determining which
products and services to be offered when and to whom (Shinet al., 2013). The key outcome of
the process is that personalized set of products and services offered to the customers on the basis
of their typical needs and wants. It has also been argued that this customized offerings to the
customers may generate a favorable attitude of the customers towards the offerings. Customer
service is also considered as a major factor that influences customer satisfaction (Chenet al.,
2015). Mobile devices allow the customers to avail a few services such as tracking orders online,

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obtaining quick response and many more. On the other hand, organizations are now using mobile
devices as an effective medium for managing the customer relationships. Hence, it can be stated
that mobile marketing has influenced customer satisfaction widely (Cheng and Huang, 2013).
2.7.2 Impact of Email marketing on Customer Satisfaction
E-mail marketing helps the organizations to stay in touch with the customers at a
relatively lower cost and at the same point of time strengthening the customer relationship as
well. As pointed out by Rani (2014), that customers always appreciate communication at regular
interval through e-mail. This is because it helps to bring about value and makes them satisfied as
they always remain updated with the relevant information. It has further been argued that this
method also helps the consumers to feel that he or she is using the appropriate brand. Various
empirical studies have revealed the fact that most of the customers who have opted in for email
marketing facility often visit a sales outlet for purchasing a product and rigorously recommend
the products or services to their friends and families (Katawetawaraks and Wang, 2013). The
email marketing educates the customers about the features of the products and services and it is
quite evident that a well informed customer will be able to use the products to its best advantage
and as a result will become highly satisfied.
2.7.3 Search Engine Optimization and its Impact on Customer Satisfaction
A search engine bridges the gap between the customers and the website of a company.
Rosenbloom(2012), suggested that search engine optimization up to some level helps to enhance
the ranking quality of the search engine and thereby gives rise to the level of customer
satisfaction. This is because when the customers find that the search engine optimization helps to

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find the websites a more effective manner, more timely and appropriate it increases their value.
As the value increases the level of satisfaction on the part of the organizations also increase.
Chapter 3:
3.0 Methodology
3.1 Introduction
The research methodology chapter is dedicated towards providing the reader with a basic
outline of the entire research work. After going through this chapter the reader will be able to
understand the key approaches and frameworks used by the researcher for achieving the desired
outcome of the research (Pettyet al., 2012). It mainly includes the types of research approaches
considered, the types of investigation selected and the methods of data collection and analysis
techniques. At the end a time table is also provide to maintain a track of the time within which
the research work will be completed.
3.2 Research Approach
In order to achieve the desired outcome a research may follow different research
approaches. In the context of the present research work it strictly followed the pragmatic
research approach which in turn helped the researcher to effectively investigate every nooks and
corners of the research issue (Terrell, 2012). In other words pragmatic research approach takes
into account a mixed approach in order to achieve the proper outcome.
There are mainly two types of research approaches which are namely, positivism and
interpretivism. Positivism approach takes into account the facts and figures as well as relevant
data pertaining to the topic while interpretivism takes into account opinion of the people

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involved in the scenario (Coleman, 2013). However, in this case pragmatic approach has taken
into account both the facts and figures as well as human opinion. This research is concerned
about the opportunities of internet marketing and how these can affect customer satisfaction and
hence customer’s feedbacks are considered in this research work.
3.3 Research Design
There prevails mainly three types of research design which are namely, explanatory
research, exploratory research and descriptive research.
There are times when the research work does not possess an appropriate hypothesis and
those research works are termed as explanatory research. The person who is responsible for
carrying out the research does not get the help of a hypothesis and carries out the work as the
data is obtained.
When the research work is conducted on the basis of the assumption that happening are
the laws of nature and cannot be controlled and these research works are termed as exploratory
research (Saldanha and O'Brien, 2014).
Similarly, some of the researchers conduct research on the basis of a predesigned
systematic hypothesis and collect and analyze relevant data to substantiate the hypothesis. These
are the descriptive research work.
The present research work is based on descriptive research design as it possess a clearly
designed hypothesis from the beginning. On an added notion, the researcher also has a clear idea
about the number of responses that are required for the data analysis and hypothesis validation.

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3.4 Sampling Technique
There are mainly two types of sampling method which can be used in the research work.
These are probability sampling and non-probability sampling.
It is a matter of fact that when a person is conducting a research work on the basis of a
social issue or cultural aspect of the society the number of participants required for the survey
cannot be fixed from the very beginning (Guercini, 2014). In such cases the person concerned
starts the research work and gradually retrieves the data available from the respondents. There
may be a large number of respondents or only a limited number of respondents. This type of
sampling is termed as the probability sampling as in these cases the number of participants is
dependent on probability.
On the other hand, there are certain other research works as well where the person
conducting the research is well aware about the number of participants and the exact data which
will be required to conduct the research effectively and efficiently and thereby proving the
hypothesis. In such a case non-probability sampling is used (Smith, 2013).
The present research work is based on non-probability sampling and in this case 100
participants or online customers have been surveyed for generating a brief idea about the impact
of internet marketing over customer satisfaction. As from the very beginning of the research the
amount of data required and the type of data required is known to the researcher it has used the
non-probability sampling technique.
3.5 Method of Data Collection
In order to complete the research work effectively mainly two types of data is required
which are primary data and secondary data.

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The primary data is collected through obtaining response from the online customers. The
researcher will distribute online questionnaire for obtaining feedback of the customers regarding
how internet marketing affects the level of customer satisfaction (Coleman, 2013). In the
questionnaire the customers will be required to provide feedbacks regarding their experience and
key factors of the online marketing process. After collecting the primary data it will be presented
and arranged in a systematic manner via MS Excel. The secondary data or qualitative data will
be collected from the case studies, journal articles and from various other trusted sources.
3.6 Data Analysis
The primary data analysis is performed through statistical package like SPSS. Through
this the descriptive statistics, ANOVA and regression analysis have been performed. Which in
turn has helped to present and interpret the data in an effective and efficient manner. The
descriptive statistics is used for obtaining a brief idea about the impact of online marketing on
customer satisfaction as it is independent of probability factors. The key advantage of descriptive
analysis is that it does not take consider the perspective of the narrator who is evaluating the
data.
3.7 Accessibility Issues
It has been observed that most of the participants who are surveyed physically do not
response spontaneously. As a result the online survey method has been used where the willing
participants were provided with the questionnaires in their mail and were asked to fill up the
feedback forms as per their convenience. On the other hand, another accessibility issue is that in
the context of most of the online sources are not accessible or needs subscription for access. This

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imposes a monetary barrier where with the limited funding it becomes difficult for the researcher
to pay those amounts.
3.8 Ethical Considerations
It is a matter of fact that while conducting a research one should certainly maintain
certain ethical guidelines. In the context of this research the researcher has not forced any
participants for their feedback all the feedbacks obtained are genuine and spontaneous.
Secondary data has been collected from trusted and genuine sources no case studies are taken
into consideration which are older than 5 years. Moreover, the researcher also guarantees the
protection of data collected. No data will be used for commercial or private purposes by any
individual.
CHAPTER: 4
4.0 RESULTS
4.1 Introduction
It was the most important chapter. Results of the study were written in this chapter. The
interpretation of the research depended on the results. SPSS had been used to calculate the
results. The experimental results were shown at below.
4.2Descriptive statistics:
100 people were taken into the consideration. Their age group, annual income, daily internal
usage and frequency of shopping were shown in diagram. The researcher had identified five
factors and he thought that these factors would be helpful for mobile marketing. Hence, he
requested them to response on that factors as they were strongly disagree, disagree, neutral, agree

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or strongly agree with the questions. The researchers also identified some factors that could be
helpful to increase the attraction of email. He also tried to identify some factors that were
essential to increase the customer satisfaction. Their responses had been collected. Their
responses had been shown on tabular form. The researcher had tried to find out the correlation
between these factors. Pearson correlation coefficient method had been used to find out these
correlations. It had been seen from the table that some correlations were significant at 99%
confidence interval and some correlation were significant at 95% confidence interval.
Table 1 Frequency table of male and female
Source: Created by author

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Table 2 Frequency table of different age group
Source: Created by author
Table 3 Table of average annual income
Source: Created by author
Table 4 table of daily internet usage
Source: Created by author

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Table 5 Frequency of shopping
Source: Created by author

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Figure 1 Pie chart of male and female
Source: Created by author
Figure 2 Pie chart of age group
Source: Created by author

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41
Figure 3 Distribution of annual income
Source: Created by author
Figure 4 Daily internet usage

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42
Source: Created by author
Figure 5 Frequency of shopping
Source: Created by author
SMS / MMS
sent by the
organization
inspires
confidence
The mobile
App of the
organization
is helpful for
mobile
The QR in
the mobile
App of the
organization
is helpful for
mobile
Location
based
marketing
has a
significant
impact on
Mobile
banner Ad
inspires
confidence

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43
marketing marketing mobile
marketing
Strongly
Disagree
10 11 9 8 13
Disagree 21 10 13 12 11
Neutral 29 22 23 21 31
Agree 33 48 47 50 31
Strongly Agree 7 9 8 9 14
Table 6 Factors that have influence on SMS/MMS facilities
Source: (Created by Author)

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The
subject
line of
the email
entices
me to
read the
mail
The
body of
the
email
should
be brief
and to
the point
Periodic
newsletter
keeps me
informed
about new
initiatives
The
attractiveness of
the email entices
me to read the
email
Timing of the
email is
essential in
building
customer
satisfaction
Strongly Disagree 12 5 9 12 5
Disagree 12 11 13 7 6
Neutral 21 23 19 16 21
Agree 41 43 46 55 57
Strongly Agree 14 18 13 10 11
Table 7 Factors that have influence on email
Source: (Created by Author)
The quality
of
information
Privacy of
the
customer
Service
quality of the
information
The
information
provided
There should
be richness in
the

INTERNET MARKETING OPPORTUNITIES AND THEIR IMPACT OF CUSTOMER
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45
is essential
for
improving
satisfaction
should be
ensured
is essential
for
improving
satisfaction
should be
reliable
information
Strongly Disagree 8 9 6 4 3
Disagree 9 7 7 8 6
Neutral 19 25 24 15 13
Agree 46 31 39 44 51
Strongly Agree 18 28 24 29 27
Table 8 Factors that have influence on information
Source: (Created by Author)

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Table 9 Correlation between factors that have impact on SMS/MMS service
Source: Created by author

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47
Table 10 Correlations between factors that have influence on email
Source: Created by author

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Table 11 Correlation between factors of information
Source: Created by author
4.3 Result of t-Test
It was also important to find whether males or females had same influence on mobile
marketing. Independent t-test had been introduced to satisfy this purpose. The researcher had
considered both the cases. The results of the t-test had been shown below in tabular form.

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Table 12 Result of independent t-test
Source: Created by author
4.4 Result of One-Way ANOVA
One-way ANOVA had been introduced to see the impact of people of different age
groups. It was very essential to check whether the between groups had significant impact on
mobile marketing. The results were shown below.

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ANOVA
Sum of
Squares
df Mean Square F Sig.
Between Groups 1.362 3 .454 .462 .710
Within Groups 94.398 96 .983
Total 95.760 99
Table 13 One-way ANOVA table
Source: Created by author

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4.5 Results of Regression Analysis
Some linear regressions had been done to find out the linear relationship between
dependent variable and independent variables. Independent variable had been used to predict the
value of the dependent variable. Further, multiple regression had been done using three
independent variable to predict the dependent variable. The results are shown below.

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Table 14 Linear regression of customer satisfaction on SMS/MMS facilities
Source: Created by author

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Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.646 .366 4.495 .000
E_MM .469 .099 .430 4.716 .000
a. Dependent Variable: CONF
Table 15 Linear regression of customer satisfaction on email facilities
Source: Created by author

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Coefficientsa

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Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 2.185 .419 5.220 .000
SEM .295 .106 .271 2.783 .006
a. Dependent Variable: CONF
Table 16 Linear regression of customer satisfaction on information
Source: Created by author

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ANOVAa
Model Sum of
Squares
df Mean Square F Sig.
1 Regression 19.957 3 6.652 8.425 .000b
Residual 75.803 96 .790

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Total 95.760 99
a. Dependent Variable: CONF
b. Predictors: (Constant), SEM, MM, E_MM
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.223 .458 2.668 .009
MM .128 .105 .129 1.217 .226
E_MM .361 .118 .331 3.065 .003
SEM .097 .111 .089 .880 .381
a. Dependent Variable: CONF
Table 17 Multiple regression of customer satisfaction on SMS facility, email
facility and information
Source: Created by author

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4.6 Results of Reliability Analysis
Reliability analysis had been done on the proposed factors. Using Cronbach’s Alpha the internal
consistency of the factors had been measured. The Cronbach’s Alpha had been also measured
after deleting factors one by one. Hence, the impact of the factors had been easily measured.The
results were shown below.
Reliability Statistics
Cronbach's
Alpha
N of Items
.626 5
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
SMS / MMS sent by the
organization inspires
confidence
13.2800 9.719 .246 .636

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The mobile App of the
organization is helpful
for mobile marketing
13.0000 7.838 .559 .477
The QR in the mobile
App of the organization
is helpful for mobile
marketing
13.0200 8.080 .545 .488
Location based
marketing has a
significant impact on
mobile marketing
12.9400 8.946 .398 .564
Mobile banner Ad
inspires confidence
13.1200 9.682 .199 .666
Scale Statistics
Mean Variance Std. Deviation N of Items
16.3400 12.651 3.55681 5
Table 18 Reliability analysis of factors of SMS/MMS

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Source: Created by author
Reliability Statistics
Cronbach's
Alpha
N of Items
.749 5
Item Statistics
Mean Std. DeviationN
The subject line of the email entices me to read the mail 3.3300 1.21485 100
The body of the email should be brief and to the point 3.5800 1.06534 100
Periodic newsletter keeps me informed about new initiatives 3.4100 1.14676 100
The attractiveness of the email entices me to read the email 3.4400 1.14874 100
Timing of the email is essential in building customer satisfaction 3.6300 .93911 100
Item-Total Statistics

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Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total Correlation
Cronbach's Alpha
if Item Deleted
The subject line of the email
entices me to read the mail
14.0600 9.855 .519 .704
The body of the email should
be brief and to the point
13.8100 10.822 .476 .718
Periodic newsletter keeps me
informed about new
initiatives
13.9800 10.323 .496 .712
The attractiveness of the
email entices me to read the
email
13.9500 9.725 .593 .674
Timing of the email is
essential in building customer
satisfaction
13.7600 11.275 .497 .713
Scale Statistics
Mean Variance Std. Deviation N of Items

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17.3900 15.291 3.91035 5
Table 19 Reliability analysis of factors of email
Source: Created by author
Reliability Statistics
Cronbach's Alpha N of Items
.823 5
Item Statistics
Mean Std. DeviationN
The quality of information is essential for improving satisfaction 3.5700 1.13043 100
Privacy of the customer should be ensured 3.6200 1.22086 100
Service quality of the information is essential for improving satisfaction3.6800 1.09986 100
The information provided should be reliable 3.8600 1.05428 100
There should be richness in the information 3.9300 .95616 100

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Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance
if Item Deleted
Corrected Item-
Total Correlation
Cronbach's Alpha
if Item Deleted
The quality of information is
essential for improving
satisfaction
15.0900 12.204 .519 .817
Privacy of the customer
should be ensured
15.0400 10.342 .732 .751
Service quality of the
information is essential for
improving satisfaction
14.9800 11.616 .634 .783
The information provided
should be reliable
14.8000 11.758 .652 .779
There should be richness in
the information
14.7300 12.825 .561 .804
Scale Statistics

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Mean Variance Std. Deviation N of Items
18.6600 17.580 4.19288 5
Table 20 Reliability analysis of factors of information
Source: Created by author
4.7 Conclusion
This chapter had showed all the results of the research. Data had been showed graphically.
Correlations between some factors had been showed. Therefore, t-test had been done to test
whether males or females had same impact on mobile marketing. The chapter had also discuss
the result of one-way ANOVA. It was essential to see the impact of different age-groups on
mobile marketing. Reliability analysis had been done to see the internal consistency of some
factors. Linear regression had been done to predict the value of dependent variable due to the
change of independent variable. Multiple regressions had been also used to see the impact of
three independent variables on the dependent variable. Mobile banner Ad inspires confidence

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CHAPTER 5: DISCUSSION
5.1 Introduction
It was very important to discuss the results obtained from the research. This chapter had
discussed the results to answer the research questions. The purpose of this chapter was to
interpret the significance of findings in light of what was already known about the research
problem being investigated. This chapter had explained insights about the research problem that
had been taken the findings into consideration. It had also recommended something.
5.2 Discussion and Findings
It had been seen from the above chapter that roughly 50% male and 50% female were
surveyed. Most of them were within the age group 18-29 years. It was also seen that most of
them earned less than $10000 per year. About 33% of total population spent 4 to 8 hours daily
using internet and about 37% of total population used internet 8 to 13 years daily. It was seen
from the survey that they had a tendency to shop weekly and monthly.
Most of them believed that SMS / MMS sent by the organization inspired confidence.
Most of them were agree with the fact that the mobile App of the organization was helpful for
mobile marketing. It was believed by the majority of them that the QR in the mobile App of the
organization was helpful for mobile marketing. The majority of them agreed that location based
marketing had a significant impact on mobile marketing. About 50% of total population were
agree about the fact that Mobile banner Ad was responsible to inspire the confidence. It was very
important to find the correlation between these factors. It was also necessary to see whether these
correlations were significant or not. It was seen that the correlation between the facts that SMS /
MMS sent by the organization inspired confidence and mobile App of the organization was

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helpful for mobile marketing was 0.298 and it was significant at 99% confidence interval. The
correlation between the facts that SMS / MMS sent by the organization inspired confidence and
the QR in the mobile App of the organization was helpful for mobile marketing was 0.201 and it
was significant at 99% confidence interval. It was to be noted that the pearson’s correlation
coefficient between two facts that SMS / MMS sent by the organization inspired confidence and
location based marketing had a significant impact on mobile marketing was not significant.
These pearson’s correlation coefficient was 0.082. The pearson’s correlation coefficient between
the facts that SMS / MMS sent by the organization inspired confidence and Mobile banner Ad
inspired confidence was 0.103 and it was insignificant. The correlation between usefulness of
mobile App of the organization for mobile marketing and the usefulness of QR in the mobile
App of the organization for mobile marketing was 0.616. It was significant at 95% confidence
interval. There was a significant correlation between significant impact of location based
marketing on mobile marketing and usefulness of mobile App of the organization for mobile
marketing. There was a significant correlation between usefulness of mobile App of the
organization for mobile marketing and the usefulness of QR in the mobile App of the
organization for mobile marketing.
Significant correlation coefficient was found between the subject line of the email and the
brief and to the point body of the email. It was also observable that there was a significant
correlation between information about new initiatives from periodic newsletter and the subject
line of the email. The attractiveness of the email and the subject line of the email were highly
correlated. Timing of the email to build customer satisfaction and the subject line of the email

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were significantly correlated. The brief and to the point body of the email had the significant
correlation with all factors except timing of the email to build customer satisfaction.
The following factors were highly correlated to achieve customer satisfaction. There were four
factors such as the quality of information, Privacy of the customer, Service quality of the
information, reliable information and richness in the information to meet the customer
satisfaction. The correlation between quality of information and privacy of the customer were
significant. The correlation between quality of information and Service quality of the
information were significantly correlated. It was seen that all four factors were significantly
correlated.
Independent t-test had been used to test the influence of males and females to develop
mobile marketing. It was seen that p-value for the test was 0.942 assuming variance were same.
Hence, with 95% confidence interval the null hypothesis was accepted. P-value was also same
for the test assuming unequal variance. Therefore, p- value was greater than 0.05. Hence, the bull
hypothesis was accepted that with 95% confidence interval. Thus, the researcher concluded that
there was no different influence on mobile marketing due to the sex-differences.
One-way ANOVA had been used to test the impact of different age groups on mobile
marketing. There were four different age groups. The observed F- value for the ANOVA was
0.462. The F-value at 95% confidence interval with degree of freedom 3 and 96 is between 2.12
to 2.17. Thus, observed F value was less than tabulated F-value. Hence, the null hypothesis was
accepted at ¿ 0.05 . The p-value for the F- test was 0.71. It was greater than 0.05. Hence, the null
hypothesis had been accepted with 95% confidence. Hence it was assumed that variance between
different age groups were same and they had the same influence over mobile marketing.

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The regression analysis of customer satisfaction on SMS/MMS features had been done.
The value of R-squared was not significant for the model. The value of R2 was 0.102 for the
model. Hence, the regression line did not fit the data perfectly. The regression analysis of
customer satisfaction on e-mail facilities had been used. The value of R2 for these model was
0.185. It was comparatively less. Hence, it was concluded that the model was not fitted very well
to the data. The regression analysis of customer satisfaction on information was calculated. The
value of R2 was 0.73 for this model. Hence, it was seen that the model was not fitted very well to
the data. Therefore, multiple linear regression of customer satisfaction had been done on these
three factors. The value of R2 was 0.208 for this model. This value of R2 was relatively greater
than each value of above mentioned linear regression models. Hence, the model explained
approximately 21% of the variability of response data around the mean of it. It had been also
seen that the value of adjusted R2 for the multiple regression model had been increased. Hence, it
could be said that new terms had improved the model.
Reliability analysis had been done on the 5 factors related to SMS or MMS facilities. The
value of Cronbach's Alpha for this case was moderate. Cronbach's Alphas were calculated after
deleting each factors. The values of Cronbach's Alphas became less when usefulness of mobile
app of the organization for mobile marketing, usefulness of the QR in the mobile App of the
organization for mobile marketing and location-based marketing were deleted. Hence, these
three factors had great impact on mobile marketing. Reliability analysis on 5 factors had been
done related to email facilities. The value of Cronbach’s Alphas was 0.749. After deleting a
factor it was seen that the value of Cronbach’s Alphas became less. Hence, all the five factors
had immense impact on mobile marketing. Cronbach’s Alpha was calculated as 0.829 on five

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factors such as the quality of information, Privacy of the customer, Service quality of the
information, reliable information and richness in the information. Cronbach’s Alphas were
recalculated after deleting one factor at a time. These five Cronbach’s alpha values were less
than the previous value. Hence, all five factors had influence on customer satisfaction.
5.3 Conclusion
This chapter helped to find out the some interesting findings. It was seen that most of the
factors proposed by the researcher were highly correlated. It was also seen that there was no
mean difference between males and females to influence mobile marketing. It was also seen that
difference age groups had same influence on mobile marketing. Most importantly, customer
satisfaction did not depend only one factor. All three factors such as SMS facility, email facility
and the information were responsible for customer satisfaction. Using reliability analysis, it was
seen that all sub factors of email facility and information were responsible for mobile marketing
where two sub factors of sms facilities were less important to expand mobile marketing.
Chapter 6:
6.0 Conclusion and Recommendations
On a concluding note it can be stated that the research work has successfully focused on
different aspects of the opportunities of internet marketing and its impact over the level of
customer satisfaction. The research work is so designed that it has addressed all of its objectives
through a proper literature review and later on has substantiated the findings of the literature
review with the help of empirical data. The key opportunities of internet marketing are it is cost
effective, eliminates the geographical barriers and at the same time empowers the smaller
organizations to take part in the international activities as well. The cost effectiveness depicts

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70
that conducting the promotional activities over the internet is comparatively cheaper than doing
it over the traditional media. This couples with the empowering effect and eradication of the
geographical barriers helped the smaller organizations to cross the national boarder and increase
their reach at an affordable cost. There are many factors that affects the level of customer
satisfaction and in relation to that how the different methods of internet marketing can affect the
level of customer satisfaction has been observed. In relation to this three main techniques of
online marketing have been discussed which Search Engine Optimization, e-mail marketing and
mobile are marketing. In the era of continuous economic change all of these methods can be
considered as efficient enough to drive consumer satisfaction towards a positive side.
On the basis of the above analysis a few plausible recommendations can also be framed.
These include the following,
 Focus on the needs of the customers rather than the product range that is the
organizations should try to design their products as per the choices and preferences of the
customers.
 Customer satisfaction can be increased by increasing their involvement with the brand
and this could be done by the effective formation of an efficient strategic framework.
 E-mail marketing can prove to be an effective process for improving the customer
satisfaction however, increased frequency of email may left the customers irritated and
hence should be used carefully.
 Search engine optimization in this context can be regarded as the most efficient strategy
for increasing customer satisfaction and is recommended to be used by the business
organizations.

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It is expected that following these recommendations will help the organizations to
achieve prosperity in near future.
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