University Case Study: Zappos Delivering Happiness Analysis

This case study analyzes Zappos, an e-commerce company known for its unique marketing strategies and customer-centric culture. The analysis examines Zappos's target market, which primarily consists of online shoppers, and its focus on delivering happiness to both customers and employees. The company's business model emphasizes excellent customer service, a lucrative return policy, and technological innovation to enhance customer satisfaction and build long-term relationships. The case study explores how Zappos prioritizes customer satisfaction to drive profitability, turning a significant percentage of customers into repeat buyers. It also highlights the company's competitive advantage through its wide range of products, free shipping, and full refund policies, which attract and retain a loyal customer base. The analysis references several academic sources to support the findings and provides insights into Zappos's successful approach to building a strong brand and achieving its business objectives. Furthermore, the assignment discusses the impact of customer satisfaction on profitability, Zappos's emphasis on building long-term customer relationships, and the company's competitive advantages.

RUNNING HEAD: Zappos- Delivering Happiness
- Delivering Happiness
Name of the Student:
Name of the University:
Author’s Note:

1Zappos: Delivering Happiness
Answer 1:
As an e-commerce business, the targeted customer of Zappos is online shopping
consumers. Footwear apparels are proposed by this organization. Besides that, this organization
expanded to accessories, home goods and apparel. High-income consumers are targeted by this
company. Price sensitive consumers are not targeted by this organization. To build long-term
relationships with consumers, this company offers excellent customer service. The core value of
this organization relies on the idea 'about happiness'. To build a loyal consumer base, this
company prioritizes on customer satisfaction (Autumn et al., 2016). To improve customer
satisfaction, the authority of Zappos relies on technological innovation and the improvement of
features. By improving inventory and distribution system, the officials of Zappos ensures smooth
business operation. The marketing strategy of this company is successful to attract the targeted
market segment. The spirit of simplicity, great customer service, lucrative return policy and
innovation help the organization to achieve its objectives.
Answer 2:
It can be said that the profitability of Zappos depends on its effort to ensure customer
satisfaction. According to the authority of this company, by providing the best customer
satisfaction, this company can influence the customer to use the store of Zappos again. Fulfilling
the interest of the customer can be e useful for a business organization. It is strictly followed by
this company. By emphasizing on customer satisfaction, this organization not only build
trustworthy consumer base but also generate profit and revenue. It is beneficial for this company
to expand its business in other segments. This company is successful to turn its 75%customer as
repeated customers (Kilber, Barclay & Ohmer, 2014). It helps this organization to enhance its

2Zappos: Delivering Happiness
profit. ‘Customer first' and 'treat the customer appropriately' are two mottos, which are followed
by the employees of this organization. Employees of this company supported by the company to
‘wow' its customer. The lucrative return policy of this company ensures customer satisfaction.
Within 365 days, customer Zappos can return the product (Paulise, 2020). So it can be said that
Zappos's emphasis on consumer satisfaction contributed to its profitability.
Answer 3:
Zappos is successful to build long-term customer relationship which provides a
competitive advantage in the parties of issues and other products. The authority of this company
does not compete in price. This organization believes that consumer will buy from Zappos
because of its exclusive service and product collection. This organization offers a wide range of
shoes, apparel and accessories. This company delivers world-class customer service. To attract
the target market segment in this company offers free shipping policy and full refund policy. The
online inventory calculation system of this company is useful to maintain its delivery system
(Asif, 2015). Hundred per cent customer satisfaction guaranteed policy is followed by the
employees of Zappos. Customers can get the benefit of a full refund within 365 days. For the
customer benefit, available products of this company are displayed on the official website of
Zappos. The target market segment is high in customers. By providing the best quality product
and service, this company attracts the high-end customer into repeated customers. They will
come back to the store and buy more products which will be beneficial for this company
(McDonald, 2011). The authority of this organization what's the employees to do anything to
provide the best customer service. It can be said that the strategy of this organization is working.
More than 75% purchase is done by the repeated customers. So it can be said that by building

3Zappos: Delivering Happiness
long-term customer relationships this organization gain a competitive advantage in the purchase
of shoes and other products.

4Zappos: Delivering Happiness
References:
Asif, M. (2015). A critical review of service excellence models: Towards developing an
integrated framework. Quality and Quantity, 49(2), 763-783.
doi:http://dx.doi.org/10.1007/s11135-014-0022-y
Autumn, M., Monica, H., Jitendra, M., & Bharat, M. (2016). The perfect nap. Advances in
Management, 9(4), 1-8. Retrieved from https://search.proquest.com/docview/1778674348?
accountid=30552
Kilber, J., Barclay, A., & Ohmer, D. (2014). Seven tips for managing generation Y. Journal of
Management Policy and Practice, 15(4), 80-91. Retrieved from
https://search.proquest.com/docview/1618137778?accountid=30552
McDonald, S. (2011). Delivering happiness: A path to profits, passion and purpose. American
Economist, 56(1), 127-128. Retrieved from https://search.proquest.com/docview/898973515?
accountid=30552
Paulise, L. (2020). SKY HIGH. Quality Progress, 53, 18-25. Retrieved from
https://search.proquest.com/docview/2383801907?accountid=30552