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

INTERNET MARKETING OPPORTUNITIES AND THEIR IMPACT OF CUSTOMER
SATISFACTION
1
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.

INTERNET MARKETING OPPORTUNITIES AND THEIR IMPACT OF CUSTOMER
SATISFACTION
2
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,

INTERNET MARKETING OPPORTUNITIES AND THEIR IMPACT OF CUSTOMER
SATISFACTION
3
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

INTERNET MARKETING OPPORTUNITIES AND THEIR IMPACT OF CUSTOMER
SATISFACTION
4
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

INTERNET MARKETING OPPORTUNITIES AND THEIR IMPACT OF CUSTOMER
SATISFACTION
5
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

INTERNET MARKETING OPPORTUNITIES AND THEIR IMPACT OF CUSTOMER
SATISFACTION
6
6.0 Conclusion and Recommendations..........................................................................................67
Reference List................................................................................................................................69
Appendix........................................................................................................................................78

INTERNET MARKETING OPPORTUNITIES AND THEIR IMPACT OF CUSTOMER
SATISFACTION
7
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

INTERNET MARKETING OPPORTUNITIES AND THEIR IMPACT OF CUSTOMER
SATISFACTION
8
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

INTERNET MARKETING OPPORTUNITIES AND THEIR IMPACT OF CUSTOMER
SATISFACTION
9
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

INTERNET MARKETING OPPORTUNITIES AND THEIR IMPACT OF CUSTOMER
SATISFACTION
10
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

INTERNET MARKETING OPPORTUNITIES AND THEIR IMPACT OF CUSTOMER
SATISFACTION
11
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.