COURSE CODE: BBA-307

A STUDY ON CUSTOMER
SATISFACTION TOWARDS
ONLINE SHOPPING IN
RETAIL INDUSTRY

Submitted to the
School of Distance Education & Learning
In partial fulfillment of the requirements
For the award of the degree
Bachelor of Business Administration (BBA)
Year of Submission (2022)

Supervisor’s Name Student’s Name:

& Designation: Enrolment No.:

Roll No.:

JAIPUR NATIONAL UNIVERSITY

School of Distance Education & Learning
Jagatpura, Near New RTO, Agra By-pass Road Jaipur-302017
 CERTIFICATE OF ORIGINALITY

This is to certify that the project report entitled

Submitted to Jaipur National University, Jaipur in partial fulfillment of the requirement for the award
of the degree of BACHELOR OF BUSINESS ADMINISTRATION (BBA), is an authentic and
original work carried out by Mr. / Ms. with enrolment no.

Under my supervision and guidance.

This project is a genuine work done by the student and has not been submitted whether to this University
or to any other University / Institute for the fulfillment of the requirements of any course of study.

…………………………. ……………………….

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 DECLARATION

I, RAJEESH.C, hereby declare that the project work entitled “A STUDY ON

CUSTOMER SATISFACTION TOWARDS ONLINE SHOPPING IN RETAIL
INDUSTRY” is a record of Independent and bonfire project work carried out by me under the
supervision and guidance of My Professor.

The information and data given in the report is authentic to the best of my knowledge. The
report has not been previously submitted for the award of any Degree, Diploma, Associate ship
or other similar title of any other university or institute.

Name: RAJEESH C

Signature:
 ACKNOWLEDGEMENT

I would like to take the opportunity to thank and express my deep sense of gratitude to my
corporate mentor Mr. I am greatly indebted to both for providing
their valuable guidance at all stages of the study, their advice, constructive suggestions, positive
and supportive attitude, and continuous encouragement, without which it would have not been
possible to complete the project.

I hope that I can build upon the experience and knowledge that I have gained and make a
valuable contribution towards this industry in coming future.

It has also been my proud privilege and good fortune to work on this study under the table
guidance of my Professor. Their thoughtful comments and conceptual insights into the subject
kept me from floundering in my quest. Their uncompromising demand for logical conclusions,
quality of presentation, and originality of work and novelty of ideas has benefited every single
page of this study. I shall always remain grateful to them, and no words of thanks can
compensate for the liberty that I had been given to encroach upon whatever little spare time they
had at their disposal.
 ABSTRACT

Online shopping is the biggest part customer attraction as well as customer

satisfaction. In this technological world, most of the companies use online shopping for making
satisfy the customer and for attracting more customers as well. This research paper is based on
the topic of the impact of online shopping on improvising the customer satisfaction in the retail
company. The focus of this research paper has been to identify the impact of online shopping on
the retail business. Apart from this aim, the research paper also has some other aims which such
are as to determine the customers’ satisfaction towards the products as well as services of the
retail companies. The research study also aimed at identifying the impact of online shopping on
the improvement of customers’’ satisfaction in the retail companies.

The researcher has used positivism philosophy, descriptive design, deductive research
approach and primary data collection method for conducting the research. 30 customers and 2
employees working in retail industry had been selected by the researcher for collecting data
related to the research topic. From the findings of the study, it could be evident that online
shopping helps the organizations to enhance their business opportunity as well as it will help the
organizations to enable more customer satisfaction in the organizational context. It has also been
evident from the study that online shopping has numerous effects on business of the organization
and as per the analysis, it can be referred that online shopping helps the organization to grow
their business which will enable more financial benefit in the organizational context.
 CONTENTS
Chapter No Particulars Page No

1. INTRODUCTION 1
1.1 OBJECTIVE OF THE STUDY 2
1.2 SCOPE OF THE STUDY 2
1.3 SIGNIFICANCE OF THE STUDY 3
2. REVIEW OF LITERATURE 4
2.1 CONCEPT OF CUSTOMER SATISFACTION 6
3. CONCEPTUAL REVIEW 8
3.1 HISTORY OF ONLINE SHOPPING 9
3.2 FACTORS AFFECTING SATISFACTION OF CUSTOMERS 10
IN RETAIL INDUSTRY
3.3 STATERGIES FOLLOWED BY COMPANIES IN RETAIL 12
INDUSTRY TO SATISFY CUSTOMERS
3.4 CUSTOMER SATISFACTION MODEL 15
3.5 CONCEPT OF ONLINE SHOPPING 17
3.6 PREFERENCE OF CUSTOMERS FOR ONLINE SHOPPING 18
3.7 STRATERGIES FOLLOWED BY THE COMPANIES UNDER 20
THE RETAIL INDUSTRY FOR PROMOTING THE PRODUCT
ONLINE
3.8 INFLUENCE OF ONLINE SHOPPING ON RETAIL INDUSTRY 22
3.9 IMPACT OF ONLINE PROMOTION OF RETAIL PRODUCTS ON 23
INFLUENCING THE PURCHASING DECISION OF CUSTOMER
3.10 IMPACT OF ONLINE SHOPPING ON CUSTOMER 25
SATISFCTION IN THE RETAIL INDUSTRY
4. RESEARCH METHODOLOGY 28
4.1 RESEARCH PHILOSOPHY – POSITIVISM 28
4.2 RESEARCH APPROACH 29
4.3 RESEARCH DESIGN 29
 4.4 RESEARCH STRATERGY – QUANTITATIVE SURVEY 30
4.5 RESEARCH METHODS 30

4.6 SAMPLING TECHNIQUE- SAMPLE RANDOM PROBABILITY 31

AND NON PROBABILITY SAMPLING
4.7 SAMPLING SIZE 31
4.7.1 RESEARCH INSTRUMENTS 32
4.8 DATA ANALYSIS – QUANTITATIVE AND QUALITATIVE 32
4.9 ETHICAL CONSIDERATIONS 32
4.10 RESEARCH LIMITATIONS 33
5. DATA ANALYSIS 34
5.1 ANALYSIS AND INTERPRETATION OF DATA 34
5.1.1 ANALYSIS OF QUANTITATIVE DATA 34
5.1.2 QUALITATIVE DATA ANALYSIS 54
5.1.3 INTERVIEW ANALYSIS 55
6. SUMMARY 57

6.1 LINKING WITH LITERATURE REVIEW 60

7. CONCLUSION AND RECOMMENDATION 63
7.1 CONCLUSION 63
7.2 LINKING WITH OBJECTIVES 65
7.3 RECOMMENDATION 66
7.4 FUTURE SCOPE OF THE STUDY 67
8. FINDINGS 68
BIBLIOGRAPHY 69
APPENDIX 72
 LIST OF FIGURES AND CHARTS

LIST OF FIGURES

Figure No Description Page No

Figure 1 Customer Satisfaction Factors 11

Figure 2 Customer Satisfaction Model 15

LIST OF CHARTS

Chart No Description Page No

Chart 1 The age group of respondents 35

Chart 2 Gender group of the respondents 36
Chart 3 Whether or not online shopping provides better facilities 37
than conventional shopping
Chart 4 Frequency of using online shopping facility while 38
purchasing products
Chart 5 Whether online shopping gives more information about 39
products than traditional
Chart 6 Online shopping and comprehensive service to the 41
customers
Chart 7 The security regarding online shopping 42
Chart 8 Whether online shopping portals allow comparison of 43
products
Chart 9 The reason behind online shopping procedure 44
Chart 10 System with company for the users utilizing online 45
medium
Chart 11 Satisfactory online shopping offers 46
Chart 12 Online shopping and company’s brand value 48
Chart 13 Recommendation of online shopping to family and 49
friend
Chart 14 Satisfaction with online service 50
Chart 15 Recommendation for improving online service 51
Chart 16 Importance of price in online shopping 52
Chart 17 Online shopping had a reasonable return and exchange 53
policy
Chart 18 Showing mode of payment 54
 LIST OF TABLES

Table No Description Page No

Table 1 The age group of respondents 35

Table 2 Gender group of the respondents 36

Table 3 Whether or not online shopping provides better facilities 37
than conventional shopping
Table 4 Frequency of using online shopping facility while 38
purchasing products
Table 5 Whether online shopping gives more information about 39
products than traditional
Table 6 Online shopping and comprehensive service to the 40
customers
Table 7 The security regarding online shopping 41
Table 8 Whether online shopping portals allow comparison of 43
products
Table 9 The reason behind online shopping procedure 44
Table 10 System with company for the users utilizing online 45
medium
Table 11 Satisfactory online shopping offers 46
Table 12 Online shopping and company’s brand value 47
Table 13 Recommendation of online shopping to family and 48
friend
Table 14 Satisfaction with online service 49
Table 15 Recommendation for improving online service 50
Table 16 Importance of price in online shopping 51
Table 17 Online shopping had a reasonable return and exchange 52
policy
Table 18 Showing mode of payment 53
Chapter 1

INTRODUCTION

It is very important to attract more customers to the industry. If any industry attracts more
customers in the industry, then the brand value of the company will be increased. It has been
seen that digital technology imparts a huge impact over the customer attraction and customer
satisfaction as well. Online shopping is the biggest part customer attraction as well as customer
satisfaction. In this technological world, most of the companies use online shopping for making
satisfy the customer and for attracting more customers as well. Online shopping imparts a huge
impact on customer satisfaction. Online shopping is the main part of electronic commerce and
many customers are guided by this electronic commerce regarding the way of buying products
from the companies (Souca, 2014). The consumers can make a direct connection to the retailer
through the process of online shopping and by visiting the company’s website and the other
alternative apps. The way of shopping has been revolutionized by the help of electronic
commerce. Nowadays, online shopping is the very easy process of buying any products from the
retailers for regular purpose as maximum people have some common tools of online shopping
such as smart phones, computers, laptops, tablets and many others (Souca, 2014). The way of
online shopping provides several facilities to the customers and for this reason, customers
become satisfied while buying products from the retailers through online. The facilities are such
as the customer can have several variations about any product, it is the very time-saving process
and the main thing is that customer can compare the price of the products.

In the retail industry online shopping is known as ‘e-tailing’ or ‘electronic-retailing’. When

the goods are sold to the end users for using purpose nit for reselling purpose and the purchaser
consumes the goods then this process is known as E-tailing. It is very important to require strong
branding for making successful E-tailing. The website of the company needs to engage in
creative 9 data and needs to be regularly updated and easily navigable for meeting the changing
demands of the consumers. However, it is very important that the company needs to make the
affordable price of the products so that more customers are attracted and satisfied as well. If the
company is capable to attract more customers and to satisfy more customers through the process
of online shopping, then the company will provide a strong competition to the other strong
companies in the business market. E-tailer needs the efficiency of strong distribution and for this

1
reason; the customers do not wait for long periods for relieving their products, which was
purchased by them. In the practices of business, the company needs to maintain the transparency
so that the customers can show their loyalty and trust towards the company. It is very important
to constantly satisfy the customers by providing good quality services and products along with
affordable price then the company’s revenue will be increased. In this research paper, it has been
explained that customer satisfaction is improved by the online shopping process in retail
companies.

1.1 Objectives of the Study

• To identify the impact of online shopping on the business of the organization.

• To determine the customers’ satisfaction towards the products as well as services of the
companies.
• To identify the impact of online shopping on the improvement of customers' satisfaction
in retail companies.
• To suggest some future recommendation to the retail companies for implementing the
online shopping in their business.

1.2 Scope of the Study

The research constrictor has constructed this research paper according to the mentioned
research topic, which is the impact of online shopping on the improvement of customers’
satisfaction in the retail companies. The detailed idea of the customers’ satisfaction and the
strategies of the customers’ satisfaction have been provided by the research constructor of this
research paper. In addition, the research constrictor has also explained how online shopping
provides an impact on the improvement of customers' satisfaction in the retail sectors. Thus, it
can be mentioned that this detailed information about this topic will help future readers for doing
their future studies, as the vast information on this topic will be provided from this research
paper. On the other side, the research constructor has also provided information on how the retail
companies have brought huge 14 changes and innovation in their business by implementing
electronic commerce where online shopping is the main part. Online shopping is the process
where the customers can purchase their products and oppositely the company can attract more
customers. The companies maintain customer satisfaction by seeking the feedback of the
customers asking some questions to the customers and analyzing the online comments.
2
1.3 Significance of the Study

The constructive idea of the benefits of online shopping in the retail business will be
provided by this research paper. In addition, the detail explanation of the strategies of customers’
satisfaction will be also provided by this research paper. In this research paper, it will be also
explained that the impact of online shopping on improvising the satisfaction of the customers in
the retail organization. The assistance will be provided by this research paper for the future
studies.

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Chapter 2

REVIEW OF LITERATURE

This is the very essential chapter of any dissertation as this chapter provides the effect as
well as concrete knowledge regarding the research topic. In this chapter, several kinds of
literature and journals are reviewed as per this topic. The research constructor has created this
research paper according to the topic of the impact of online shopping on the improved customer
satisfaction in the retail sector. Sometimes more customer engagement into the company can
hinder the customers’ satisfaction. In such a condition, the retail industry needs to implement
electronic commerce where online shopping plays the biggest role. The retail companies need to
focus on that the good quality products are provided along with several options and affordable
product price. Literature review is necessary to understand the research subject properly and
gathering the information available researched previously by other authors.

Product quality

Product quality refers to the group of features and characteristics of a saleable good
which determine its desirability and which can be controlled by a manufacturer to meet
certain basic requirements. Product quality is the important parts in online shopping if the
customer got poor quality product then that will effects the online shopping. Which means
customer can give bad feedback about the product. Most businesses that produce goods for sale
have a product quality or assurance department that monitors outgoing products for consumer
acceptability. Product quality means to incorporate features that have a capacity to meet
consumer needs (wants) and gives customer satisfaction by improving products (goods) and
making them free of any deficiencies or defects. Customers are satisfied when the perceived
service meets or exceeds their expectations. They are dissatisfied when they feel the service falls
below their expectations. Quality and customer satisfaction has provided some insights into
determining the levels of satisfaction for product experience. The more quality information
provided by the online retailers, the better the decisions could be done satisfactorily (Ludin &
Cheng, 2014). Customer service and a positive customer experience are critical to sales in the e-
commerce marketplace. Product quality is customers’ overall evaluation of the excellence in the
performance of the good or service (John, Mowen & Michael, 1997).

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Brand

Brand management in the twenty-first century has become almost synonymous with building
and managing customer relationships (Story & Hess, 2010). A brand is similar to a living being:
it has an identity and personality, name, culture, vision, emotion and intelligence. All these are
conferred by the owner of the brand and needs to be continually looked at to keep the brand
relevant to the target it intends to sell to. According to He, Li and Harris (2012), satisfaction
occurs when the performance of a brand meets the expectations of the purchaser. Brand
satisfaction refers to the evaluation summary of direct consumption experience, based on the
different between prior expectation and the actual performance after receiving the product.
However, brand satisfaction defined as the cumulative satisfaction as overall consumer’s
evaluation based on the consumer’s total purchase and experience with a brand of product or
service. According to Chiu, Huang & Yen (2010), highly satisfied consumers tend to reflect the
brand personality traits by using some symbols related to the brand as an expression of their
attachment to that brand. Similarly, consumers who trust a brand are willing to improve and
sustain an affective bond with the brand that makes them feel warm and enjoyable.

Shopping experience

Nowadays, the shopping experience has become the most important differentiating factor for
retail companies. Previous research has shown that when customers are satisfied with a company
or service, there is high possibility that they will share their experience with other people
(Nelson, 2012). For example, in Motorola Company, the retailers need to offer their customers
the best possible customer service as well as ensure a smooth transition between shopping on the
Internet and in the store if they want to provide a unique shopping experience and resulting
customer retention to ultimately increase sales. Online shopping experience moderates the
effect of the perceived usefulness of behavioral intentions (Hsieh and Liao, 2011). Frequency
of purchases is positively related to the online shopping, tendency and negatively related to the
likelihood to abort an online transaction. A shopping experience is the cognitions and feelings
the consumer experiences during the use of a product or services. The customer experience may
provide a new means of competition (Robert & Xiangyu, 2011). According to Alam and Yasin,
2010, satisfied customers are most likely to have the intention to repurchase if the service
provider reached or exceeded their expectation. Thus, the more experienced consumers are
with online shopping and the more satisfied they are with past online transaction
5
experiences, the higher their purchase amounts and the more likely they are to be repeated
purchasers and the lower likelihood of them aborting an intended online transaction.

2.1 Concept of Customer Satisfaction

According to ask him, any business runs because of customers and consumers are considered
as kings. Performance of a business depends on Customer satisfaction. Customer Satisfaction is
used to measure how much customer is happy with any product, its quality and overall
experience. It reflects if customer is happy to engage with any business or not. It is also an
important aspect to measure success of a business. Oliver defined satisfaction as “the consumer’s
fulfillment response. It is a judgment that a product or service feature, or the product or service
itself, provides a pleasurable level of consumption related fulfillment” (Mattson, 2009).

Nowadays, companies are keeping in mind to woo their old customers by providing better
services. Attracting the customers by lucrative offer is a temporary phase. By providing better
services and satisfying the customers, a company can earn a customer for forever. It will increase
the reputation of the brand and will impact the performance of the company too. On the other
hand, if customer is unhappy, it might affect the business negatively and even will lead to loss.
To improve customer satisfaction, retails should interact regularly with customers on a regular
basis and take feedback and should work on them.

Customer satisfaction is basically referring to an emotional reaction to the difference between

what customers get and what they really want according to the statement of Has mark and
Albinsson (2004). They also clarify that satisfaction is an overall attitude towards a product
provider. Hoyer &MacInnis also agree with this statement and clarify that customer satisfaction
refers to how a person is happy with the service or with the product. Additionally, they also
stated that satisfied customers recommend their friends and relatives to buy that product or
service. The main element of the significant financial performances of the company is customer
satisfaction. The satisfaction of the customers has become conceptualized by progressing the
time, processing the results, effective evaluation, cognitive evaluation and basic sentiment of
fulfilling (Souca, 2014). Customer satisfaction is the responses, which are affected by the
summary, and customer satisfaction is based on the cognitive evaluation. There is not any clear
definition of customer satisfaction. It has been also stated that the concept of customer
satisfaction is changed by knowledge of economic enhances (Souca, 2014). While defining

6
customer satisfaction, the two important factors need to be also defined and these 2 important
factors are such as customer delight and customer dissatisfaction. It has been stated that 3 main
components are included by the customer dissatisfaction which is such as effective response,
clear viewpoint and the determined point within a time (Souca, 2014). On the other side, the
customers' delight happens while the company makes surprise the customers by fulfilling the
expectations. A strong relationship is seen between customer satisfaction, customers; delight and
customers’ dissatisfaction (Souca, 2014).

It has been proved that based on customers’ desire the products as well as services of the
company are developed and for this reason, the creation of attractive products quality has
become crucial. It has been seen that the customers’ satisfaction facilitates the development of
the products (Taylor and Baker, 1994). The customer satisfaction needs to be determined for
identifying the quality attributes’ classification. The model of Kano is used for understanding the
needs of the customers. The quality attributes need to be classified and identified for
understanding the demands of the customers. Customer satisfaction helps in determining the
quality of the products (Taylor and Baker, 1994). In maximum articles it has been mentioned that
if the customers are satisfied then the brand image of the company will be also increased thus,
customers need to be satisfied by the company through the provision of good quality products
along with affordable price and variations. It has been identified that the customers' satisfaction
and quality attributes had nonlinear as well as an asymmetric relationship (Taylor and Baker,
1994). If the products’ quality is declined then automatically the customers’ satisfaction will be
fallen and for this reason, the brand image of the company will be declined.

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Chapter 3

CONCEPTUAL REVIEW

Customer satisfaction is a term frequently used in marketing. It is a measure of how

products and services supplied by a company meet or surpass. Customer needs who buys goods
or services from a shop or business is a customer. Customer satisfaction is defined as a
measurement that determines how happy customers are with a company’s products, service and
capabilities. Customer satisfaction information, including surveys and rating can help a company
determine how to best improve or changes its products and services. Customer satisfaction is a
part of customers knowledge that disclosures a suppliers performance on customers anticipation.
Customer satisfaction is the complete essence of imprint about the dealer by the customers. The
impression which a customer makes concerning provider is the sum total of all the process he
goes through, right from shared supplier before doing any marketing to post sending options and
services and managing queries or grievances post-delivery. During this process the customer
comes across working situation of various sections and the type of approaches involved in the
association. This helps the customer to make strong opinion about the supplier which lastly
marks in satisfaction or dissatisfaction.

Marketing is the activity, set of institutions and processes for creating, communicating,
delivery and exchanging offering that has value for customers, clients, partners and society at
large. In a competitive market place where business competes for customer; customer
satisfaction is seen as a key differentiator and increasingly has become a key element of business
strategy. The marketing accountability standard board endorses the definition, purpose and
constructs of classes of measure that appear in marketing matrices as part of its ongoing common
language in marketing project. Online shopping is one of the best contemporary marketing
strategies to satisfy respective customer’s needs and wants.

Online shopping is a form of electronic commerce which allows consumers to directly buy
goods or service from a seller over the internet using a web browser. Consumers find a product
of interest by visiting the web site of the retailer directly or by searching among alternative
vendors using a shopping search engine, which displays the same products availably and pricing
at different e-retailers. As of 2016, customers can shop online using a range of different
computers and devices including dusk top computers, laptops, tablet computers and smart
8
phones. An online shop evokes the physical analogy of buying products or services at regular
shopping centres, this process is called business-to-consumer (B2C) online shipping. When an
online store is setup to 7 enable business to buy from another business, the process is called
business-tobusiness (B2B) online shopping. A typical online store enables the customer to
browse the firm’s range of the products along with information about the product specification
features and prices.

Technology is more often accompanied with disadvantages and online shopping is no

exception. The internet is prone to cybercrimes and online shopping is facilitated through this
internet only. Cyber criminals like identity thieves prowl the internet looking for unsuspecting
targets to steal their credit card details. Armed with sophisticated hacking and tracking software,
they break the security protocols and access confidential credit card information which they use
to their benefits. Many people are thus very wary of online shopping because of the risks
involved in them.

Now days the life style of the people is different. People feel going to crowded markets
uncomfortable and time consuming. So, e-shopping is a boon as it saves lot of time. Online
shopping is a process whereby consumers directly buy goods, service etc from a seller without an
intermediary service over the internet. Shoppers can visit web stores from the comfort of their
house and shop as by sitting in front of the computer. Online stores are usually available 24
hours a day and many consumers have internet access both at work and at home. So it is very
convenient for them to shop online. One of the most enticing factors about online shopping
particularly during holiday season. It alleviates the need to wait in long lines or search from a
store for a particular item. Varieties of goods are available in online shopping. So the researcher
wants to know the preference of the consumers. So fifty respondents are taken and data are
collected regarding their preference towards shopping online.

3.1 History of Online Shopping

The first secure retail transaction over the web was either by net market or internet shopping
network in 1994. Immediately after, amazon.com launched its online shopping site in 1995 and
eBay was also introduced in1995. The growth of the internet as a secure shopping channel has
developed since 1994, were among the pioneering retail categories which fuelled the growth of
online shopping. Researchers found that having products that are appropriate for ecommerce as a

9
key indicator of internet success. Many of these products did well as they are generic products
which shoppers didn’t need to touch and feel in order to buy but also importantly in the early
days there were few shoppers online and they were from a narrow segment.

Electronic commerce is popularly known as e-commerce. An ecommerce business model

“enables a firm/individual to conduct business over an electronic network, typically the internet”.
The biggest advantage of an ecommerce is that the size of the market gets enlarged. Hence the
business gets bigger and the consumers have better access to quality products and services. The
consumer and seller or service provider interaction gets better and efficient.

3.2 Factors Affecting Satisfaction of Customers in Retail Industry

The satisfaction of the customers is established while the company can fulfill the demands
of the customers. Customers’ satisfaction is the most important factor for leading towards the
success and competitiveness. Customers’ satisfaction explains the way of evaluating continuous
performances. The reaction of the customers is expressed by the customers' satisfaction (Hanifet
al. 2010). The loyalty of the customers is maintained by the customers’ satisfaction. The
profitability of the company is also based on the customers’ satisfaction. The main factors, which
affect the customers’ satisfaction level, are the customer services, which are provided by the
company and price fairness (Hanifet al. 2010). Customers’ services refer to the activity system
by which the support system of customers, processing of complaints and its speed, easiness of
reporting the complaints and friendliness during reporting the complainants are comprised.

The services of customers are controlled as well as provided by the company’s customer
care service department (Hanifet al. 2010). If the company wants to develop the customers;
satisfaction, then the company needs to focus on the performances of the customer care service
department. The department of customer care service in the company needs to properly consider
the customers’ complaints. Also company needs to make sure that employees in the customer
care should behave nicely to the customers. On the other side, it has been defined that the
company needs to make the fair price of the products (Hanifet al. 2010). If the company properly
makes the products’ price, then the company can give a strong competition to the other
competitive companies. However, it is very difficult to make a products’ price and for this
reason, the customers’ satisfaction level is fallen (Hanifet al. 2010).

10
 Customer
Grievances

gr Customer
Customer Grievances
Grievances
CUSTOMER gr
gr
SATISFACTION

Customer
Customer Grievances
Grievances
gr
gr
Customer
Grievances

gr

Figure 1: Customer Satisfaction Factors

Customers always want to have affordable, reasonable as well as justifiable price along with
good quality products and to the company, it is very crucial. The price perception directly
influences the customers’ satisfaction whereas the price fairness indirectly influences the
customers’ satisfaction level (Hanifet al. 2010). Price fairness provides a huge impact on the
customers' satisfaction. The consumers' assessment is referred by the price fairness.

An organization can measure the satisfaction level of any customer by measuring how much
the organization able to full fill the expectation of the customers. As per the statement of Zairi
(2000), an organization can measure the customer’s satisfaction level by understanding how
many people show their interest to buy the same product from the organization. According to
Ciavolino&Dahlgaard, an organization can provide more customer satisfaction by enabling good
service or product quality. Product quality or service quality depends on many attributes and
these attributes are a clean environment, display of the product, clear labeling and many more.
As per the statement of Hokanson, many factors affect the customer satisfaction and these factors
are a knowledgeable employee, accuracy billing, helpful employee, friendly employee, giving
value to the potential customers, low pricing, courteous employee and most importantly quick
service. So, the organization must need to look after these factors in term of increasing the
financial benefit for the organization and providing more customer satisfaction. But there are

11
many other factors like location, value for money, product quality, service quality, reliability,
process, additional services, and staff and personnel services.

According to Puccinelli (2009), schema, goal, information, attitude, affective processing,

atmospherics, processing and consumer choices are major factor of consumer decision process.
Price is one of the factors which sways customer. If the same product is available at lower price
somewhere, it’s going to affect the business. Lowest possible price sways the customer towards
the business. Low price doesn’t imply that customer will be satisfied with cheap products.
Quality of the product is another major factor which affects the business. Customer expects to
get the best deal in lowest price possible. According to Freymann, a direct relationship exists in
customer’s views towards a online store’s service and continuing to purchase from that store.

Another factor affecting the customer towards business is offers provided to customers.
Online store should provide offers to their loyal customers to keep them in business. Behavior of
staffs towards the customer also impacts the customer satisfaction. Thus, skilled staffs are
needed to assist the customers (Duarte et al. 2018). Home delivery, online ordering and other
facilities can affect the consumers too. Consumers tend to move towards the business which
makes the purchasing more convenient. With online shopping, customers can purchase while
sitting at home and expects to get the products delivered on their doorsteps within a certain time
frame.

3.3 Strategies Followed By Companies in Retail Industry to Satisfy Customers

Chamhuri and Batt refer that organizations must ensure good targeting and segmentation
strategies in order to achieve customer satisfaction level. Additionally, the authors also clear that
segmentation strategies will help the organization to differentiate their potential customers into a
22 different group and targeting help the organization to target their desired customer base in
order to achieve financial benefit in the organizational context. Slamet et al. (2015) also describe
that the organizations must need to ensure the needs of the customers and plan accordingly.
Additionally, the study helps to understand that promotional activities have a huge impact on
retaining the customers and it also helps the organizations to felicitate the repeat purchase
behavior of the customers. According to Grewal and Levy (2007), the pricing of the product in
online store has a huge impact on the customers. So, the organizations must need to ensure price
fairness strategy where the price of the product is reasonable, acceptable or justifiable. The

12
author also clarifies that customers will buy those products which enable valuation to their
money and the organizations need to felicitate a good strategy where the first concern will be the
value of customer’s money. According to Hassan and AbuBakar (2010), reasonable pricing will
enable a competitive advantage in the organizational context. Additionally, it will create a
customer satisfaction and loyalty among the potential customers. Many authors also pointed out
the same thing that pricing was a critical firm characteristic that could not be ignored when
discussing customer satisfaction. The organizations must need to ensure additional free services
which will help the organization to establish their position in the market and as the world become
fast the organizations must need to enhance the technological aspect in the organizational context
and it will help the customers to save their time which will create a customer satisfaction.

Customers are considered one of the vital key elements for any kind of business organization
for successfully proceeding in the international as well as the local marketplace. Therefore, it is
to be stated that providing satisfaction to the consumers of a business organization is approved as
a major step for a business organization in order to be endured. The companies that are under the
23 industry also embrace some strategies in order to provide satisfaction to the consumers of
those business organizations. Some of the strategies have below:

Pricing strategies:

One of the vital strategies that have been followed by the business organization that is under
the industry of retail is that pricing strategy. Customers always scrutinize as well as make the
justification that the price of the products that has been allotted by the company is appropriate for
the product or not. Therefore, it is to be stated that correctly pricing is approved as an important
and crucial step for the business organization for achieving as well as maximizing profit by
ensuring the loyalty of the consumers along with repurchase. According to the remark of
Marinescuet al. (2010), it has been analyzed that the companies under the retail industry utilize
numerous strategies for pricing based on special circumstances as well as criteria. Some of the
pricing strategies that are considered more popular are stated below:

• The strategy of variable price: The regular sale appeal, by which method is getting
promoted with the help of sales, is presumed by the strategy of variable price so that the
price can be changed in a typical timeframe. This pricing strategy is more popular to the
consumers as this strategy can provide more discount on the products to the consumers.

13
 Therefore, it is to be stated that this strategy is considered more beneficial to the
companies under retail industry as it helps in intensifying of the flow of the consumers in
the in-store of the business organization as well as strengthening the loyalty of the
consumers as consumers are vulnerable to the prices of the products.
• The strategy of fixed price: This strategy is for a long time period, by which long term
constant price implementation is presumed. The strategy of fixed price bets 24 on the
economies that are created with the help of product management simplification and tight
consumers’ engagement development as well.

Product quality strategies:

Another strategy that is utilized by the business organization under the retail industry to
provide satisfaction to the consumers is that strategy of product quality. Satisfaction of the
customers is dependent upon the quality of the products and services that are provided by the
companies. From the research work of Hennig- Thurau and Klee, (1997), it has been analyzed
that the perceptions of the consumers on the quality of the products as well as services of the
business organization under retail industry is associated regularly in with some properties such as
durability, stability etc. Therefore, the organizations under the industry of retail are utilizing the
best as well as effective quality in order to formulate the products as well as services with good
quality. The consumers always have a progressive perception of the quality of services and
products. Therefore, the products, as well as the services of the retail business organizations, are
always evaluated by the consumers positively for the heightening performance of the services or
the products. The consumers also have the perception of stable quality as well and for that, the
consumers always desire a qualitative continuity of the products. Therefore, this strategy has
been vigorously followed by the organizations under the retail industry so that those can be able
to provide immense satisfaction to the consumers and stick to the secured place in the
competitive market.

Marketing strategies:

Another strategy endured by the retail companies to provide ample satisfaction to the
consumers is marketing strategy as it is considered one of the most sustainable ways to provide
satisfaction to the consumers. The companies under the retail industry endure this strategy
consisting of numerous activities that assist the companies in 25 orders to maintain a good

14
relationship with the consumers. As per the comment of Dudzevičiūtė and Peleckienė, (2010), it
is to be stated that the companies become able to identify the preference of the consumers with
the help of marketing strategies. As a result, the companies also become able to utilize the
capabilities as well as strengths for gratifying the consumers’ impulses along with market
requirements. In addition, it is to be stated that the presentation, as well as packaging, also
influence the engagement as well as the loyalty of the consumers. For that, the companies under
the retail industry also spot its light on the presentation as well as the packaging of their products
so that it can effectively grasp the attention along with loyalty of the consumers. Moreover, the
retail companies also provide proper and correct information of the products as well as services
to the consumers that grab the attention of the consumers immensely as well.

Retail companies follow many methods to satisfy their customers. They offer discounts as
well as roll out special offers for their loyal customers. One common trend these days is
introducing offer cards. By this, consumers earn points for every penny spent and these points
can be redeemed while shopping further. Using internet for reaching out to people like starting
Facebook page, Instagram handle for the store and advertising via social media too. Referral
strategy is used by retailers not only to get new customers but benefitting old customers too with
reward points. Another strategy used by retailers to satisfy their customers is introducing many
discounts offers like Black Friday (Puccinelliet al. 2009). This not only attracts new customer but
also the loyal customer return home happily.

3.4 Customer Satisfaction Model

Customer satisfaction model

Customer Market Share Profit

Satisfaction
Exceeding Expectations Substantial base of High relative
On value good customers returns
Figure 2: Customer Satisfaction Model

Source: (Crawford et al. 2017)

15
Customer satisfaction model link People and performance and assesses the impact of Product
and its price as well as promotion.

This model states that to achieve Customer Satisfaction, retails should exceed expectation of
customers in terms of product, its value and quality. Further it states to group the satisfied
customer to create a market. And use scale economics and market clout methods to generate
profits by leveraging the market.

Kano Model of Customer Satisfaction

Nowadays, retail business is focusing to maintain the existing customer rather than creating
the new base since customer loyalty is more beneficial for the business. And customer loyalty
depends on the customer’s impression regarding the product and its quality. (Krassadaki and
Grigoroudis, 2018) Kano model was first published in 1984 in an article by Professor Kano.
Kano model provides a method to understand the customer needs, which in turn can be used to
create or alter the product and thus help in satisfying the customers. Kano model provides
answers to questions like to provide customer satisfaction which services and what kind of
products can be made available to the consumers. According to Kano’s Model, customer
satisfaction is affected by below attributes,

• Basic factors: Basic factors are considered as prerequisites by customers. If these basic
factors are not fulfilled it causes dissatisfaction to the customers but the mere fulfillment
of these does not cause satisfaction in customers. This attribute is taken for granted by the
customers.
• Performance factors: Performance factor varies linearly with level of satisfaction.
Customer is happy and satisfied is the performance is high and customers are unhappy
and dissatisfied if the performance is low.
• Excitement factors: The Excitement factors excite the customers and make them
delightful. This factor generally satisfies the customers by exciting them with offers but if
this factor is unavailable it does not cause any dissatisfaction in the customers.

There are three more attributes to Kano’s Satisfaction model, but customers are unaffected by
those. These attributes are Reverse attribute, Indifferent attribute and questionable attribute.

16
3.5 Concept of Online Shopping

Online shopping, which is also known as electronic purchasing or internet shopping is

considered the purchasing of services as well as goods utilizing the web browser over the
internet, by the means of a mobile phone, an internet television or a computer. According to the
statement of Hooda and Singh, (2018), it has been examined that online shopping is ensured by
numerous people, who have a hectic schedule and not having time or energy for spending their
precious time in the mall in order to shop their desired products. It has been examined that
nowadays people have been enduring more confidence in order to embrace online shopping.
Online shopping or internet shopping has been vigorously escalating at a breakneck speed as
well as an immense popularity of it has been fundamentally grown day by day as well. It
becomes possible as it is mainly a convenient way as well as easy for purchasing the desired
products as well as services. The consumers become able to identify the desired products as well
as services using the internet along with web browser from a sales representative when they visit
the retailer’s e-commerce website directly. In addition, the consumers get assisted as they can
compare the products as well as services along with their price as well that have been provided
by the different vendors by utilizing a search engine of shopping that helps in displaying the
availability of the same products as well as services.

According to Rowley Jennifer, (1998) online shopping is basically an electronic commerce

which allows the potential customers to buy products from a seller through the internet.
Additionally, the study of Rowley Jennifer, (1998) also clears that consumers find about their
desired product on the internet and when they find the product in different websites, they
compared those similar products and buy that product which felicitates reasonable pricing with
good quality. There are two types of online shopping one is B2B and another is B2C. B2b
basically refers to business- to business and B2C refers to Business-to- customers. Business- to-
business is basically selling a product to another business and Business-to- customers are
basically selling a direction to the customers. Weiber and Kollmann, (1998) refer that online
technologies have many competitive advantages like individuality, agility, interactivity, and
selectivity. The study of Weiber and Kollmann, (1998) clear that Online shopping becomes the
third popular thing after the email service or instant messaging and internet surfing. According to
Kotler, (2003) customers buy a product from any online store depending on the review of the
other customers, graphic design and extra services. So, the organizations must need to felicitate

17
these things in term of gaining financial benefit in the organizational context. The world
becomes so fast due to technology enhancement and as the people become busier day by day,
they more depending on online shopping as it helps the customers to save their time and choose
from wide range of products. As per the report of the Comscore report, (2013) India becomes the
third largest internet population and 73.8 million people use the internet every day from their
computers and the workplace. India has 100 million internet users and among them, 50% of the
people felicitate online shopping. Master Card Worldwide Insights, (2008) revealed that 47% of
internet users shop online globally.

3.6 Preference of Customers for Online Shopping

The preference of the consumers for online shopping has been upgrading day by day at a
whirlwind speed. It becomes possible for so many reasons and some of those reasons are stated
below:

• Convenience: It is a vital benefit that has been provided by online shopping to

consumers. The consumers become able in order to shop for their desired products as
well as services without going to any mall or supermarket. As the facility of online
shopping has provided the facility of services for 24 hours in a day, it assists the people
vigorously as they can purchase their desired products as per their timetable (Chin and
Goh, 2017). In addition, it is to be stated that the consumers can utilize all the facilities of
online shopping from any place or position with the help of an active connection of the
internet. It provides ample assistance to the people with a hectic schedule in their life.
• Information: Another advantage that has been provided by online shopping to the
consumers is that proper information about products as well as services of the retail
business organization. The consumers are provided with proper, adequate as well as more
information about the products and services of the companies in the online stores rather
than offline stores as the retail companies want to improvise their sale along with profit
with the help of electronic purchasing. The description of the products consist of
manufacturer, details of size or quantity, details about specific techniques that have been
utilized in the products as well as services and this information assists the consumers in
order to purchase their products as they are being able to analyze as well as research
about the products as well as services of the retail companies (Fagerstrømet al. 2011).

18
• Broader selection: This is one of the vital benefits provided by online shopping to the
consumers is that the consumers can select the best products from the given alternatives.
31 Online stores provide more selection rather than offline stores as those stores do not
need for displaying their product attractively in order to grab the attention of the
consumers (Chin and Goh, 2017). As a result, they can keep larger products amount.
• Exclusive offers: This is one of the major advantages, which has been provided by
online stores to its consumers. The online retail stores provide the consumers with ample
exclusive offers. The consumers can pick the best offer up as per their need. At first, the
consumers can identify the given alternatives and then choose their desired options as per
their requirements (Fagerstrømet al. 2011).
• Facility of shipping: Online stores also help in shipping the products to the consumer.
For that, the stores charge a little amount of money, which is acceptable to the consumers
as the consumers have no headache to spend their precious time to the offline stores and
carrying those products to their home and it is tiring and strenuous work as well for those
people with a hectic schedule. In this situation, online shopping provides them with the
facility of shipping charging a little amount of money (Chin and Goh, 2017). In addition,
it is to be stated that some of the online retail stores charge no money for shipping.
• Competitive pricing: Another advantage provided by the online retail stores to the
consumers is competitive pricing. It has been analyzed that online retail stores sell the
products to the consumers in a lower amount than the offline stores. It has become
possible no rent is paid by the online stores and they can endure an effective marketing
with the help of social media with lower cost. It helps in reaching more people at a time.
This helps the online stores in order to grasp the attention of the consumers. This
gradually assists the online stores in order to cut the price of the products down and
provide a value to the economic aspects of the consumers as well (Fagerstrømet al. 2011).
• Rating and review: Rating and review are one of the major benefits that have been
analyzed by the consumers and this helps the consumers immensely. The consumers can
examine the rating and reviews of other consumers about the products. Based on the
rating and review of the products or services the consumers become assisted in order to
select the best products from the given alternatives (Chin and Goh, 2017). Based on
product review and rating, consumers can know that the quality and services of the
products they provided.
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3.7 Strategies Followed By the Companies under the Retail Industry for Promoting the
Product Online

As per Mooradian et al., 2012 companies must need to ensure good online strategies to
promote their product online because now day’s customers are depending on the internet and
promotion of the product on the internet will help the organizations to share their product
information with more customers in short span of time. The study of the author also clarifies
that; the organizations must need to ensure a good marketing plan and promotional strategy to
promote their products. The report of CMO Council clarifies that 71% of the internet users are
more likely to purchase from a brand that they are following on a social networking site such as
Twitter or Facebook. Additionally, this report also clarifies that online marketing strategy will
help the organization to gain leads 3 times more than the traditional outbound marketing and it
cost 62% less than the traditional marketing format. AS per Mooradian et al., 2012, organizations
of retail industry must need to understand the buying behavior of the customers and analyze it
because if the organizations are not able to understand the motivation of the customers then it
can affect the organization in a negative manner. Additionally, the study also refers that the
organizations need to recruit good graphic designers in term of promotion of the product on the
internet because good pictures or images of the product increase the rate of sales. Organizations
need to promote their product information through social networking sites as many people
depend on the social networking site to get the review of the product and to share own
motivation towards that product or service. Product promotion is necessary in order to grab the
local as well as global market. For that, some strategies have been followed by the companies
under the retail industry for promoting their products online. Some of those strategies are stated
below:

• Effect of inter along with cross-category: One of the vital strategies that has been
followed by online retail stores. The online stores screen the value of the products that
have been provided by them and try to attract the consumers by showing the good aspects
and benefits of their products. They present their substitute as well as complementary
products and try to convince people to grab their products for enduring benefits (Jiang et
al. 2015).
• Loyalty program: Another strategy followed by retail companies to promote their
products online is that loyalty program. In these programs, an incentive is provided by the
20
 retail companies to the consumers, who repeatedly demonstrate their loyal behavior while
buying the products of the company. Moreover, these programs have been designed by
the retail companies for motivating the existing consumers in the target market of the
business often to return as well as shun the competitors by making frequent purchases
(Lim and Lee, 2015).
• Systems of online recommendations: Another strategy followed by the retail companies
for promoting their products is that system of online recommendations. They provide
information about the opportunities of savings to the consumers and try to grab the
attention of the consumers. They try to screen that their product provides economic value
to the consumers and recommend for purchasing their products as well (Jiang et al.
2015).
• Dynamic preference of consumers: This is one of the strategies implemented by retail
companies for promoting the product online. The consumers sometimes change their
preferences of location, purchasing product types etc. The retail companies always are
ready to serve the customers as per their preferences (Lim and Lee, 2015).

Retail companies are using Internet widely to promote their product. Some strategies used by
retail companies to sell product online are,

• Content Marketing: This marketing is used to create and post contents like videos,
images, information on the official site to promote the products and attract the
consumers. The content should be carefully picked keeping in mind about target
audience.
• Email marketing: This strategy is used to promote the product via email. Email should
be obtained from person signing into the official site. The prepared email list then can be
used to promote the product or even upcoming product.
• Social Media: Social media is so often used by people that companies have started using
social media to advertise their product. Facebook, Instagram and Pinterest are few
examples. Companies can use it to promote product, offering discount to reward the
customers.
• Affiliate Marketing: This strategy is when other people advertise and sell the product by
promoting them into their sites or blog in exchange of a charge per sale.

21
 • Mobile E-commerce: Many people make purchases through mobile as it’s easy to place
order in middle of work or commute and thus app based online shopping is a great way to
sale the products.
• Press Release: Press release is another way to advertise a product. Before doing this,
company should analyze the product, their target audience and content of the press
release.
• Sponsoring/Events: Organizing events or sponsoring events is one of a great way to
promote the store as well as any product.

3.8 Influence of Online Shopping On Retail Industry

The trend of online shopping is fundamentally escalating nowadays. People nowadays prefer
online shopping more for their busy schedule as it becomes convenient as well as easy for them
to shop without going to any offline store. Moreover, online shopping or electronic shopping
saves their time as well. As a result, it influences the retail industry as well. The online retailers
have realized that an integration of online channel is needed to be implemented for enriching the
value proposition of the consumers as well as improving the efficiency of the management of the
business organization (Cao et al. 2018). For that, the industry has been effectively analyzing the
trend of the marketplace in order to bring improvisation as per the preference of the consumers
and the trend of the market. As per the opinion of Vijayet al. (2019), it is to be stated that this
improvises the selling rate of the company, which gradually helps in reducing the cost of the
products and escalating the productivity level of the company. The management of the retail
companies continuously provide training program to the existing employees of the organization
so that they can bring innovation and improvisation in the products as well as services of
company in order to provide satisfaction to the existing consumers as well as grab the attention
of the new consumers and incur more profit from the marketplace as well.

According to Edwin Gnanadhas, Online shopping is purchasing products on the Internet. It

means connecting to the Internet and using the seller’s website to select and purchase the product
and getting it home delivered. Its increasingly popularity is due to ease with which consumers
are ordering any merchandise while sitting at home. It helps the consumers to save their time and
skip 36 queues. The whole shopping experience can be called hassle free. Nowadays, nearly
everything can be purchased online. Today retailers have realized the importance of online

22
shopping and nearly every retailer is providing the experience of online shopping to their
customers. Even some companies have gone total online and they do not have any physical
presence like Amazon.

But many people do not consider online shopping satisfying. The retail store should
understand that online shopping is future. It is touted that online shopping will overtake
traditional shopping in near future in terms of monetary involvement. So, the retail industry
should work to firm their online presence. Customer worry that they might not get on par product
because of online shopping and retailers should work on this problem and should always provide
same product on online shopping and offline shopping. One more worrisome aspect of online
shopping to consumer is returning the product. Retailers should look after the option to provide
return of product. Cyber Fraud is another reason for people to ignore online shopping. Online
shopping has a huge impact on retail industry. To sustain in the market, retailers have shifted to e
world and have opened the gate for online shopping. Nearly every retail company has online
operations now. Online shopping has become a major part of their business strategy.

Online shopping has helped the retailers to gain new customers and advertise their brand
more. Their operation from physical store now serves a secondary medium as more and more
people like to purchase items online. Even some stores have benefitted largely from it as they
have emerged as global store because of online shopping and they are catering to demand from
all over the world.

3.9 Impact of Online Promotion of Retail Products on Influencing the Purchasing Decision
of Customer

Online promotion is affecting the business fundamentally nowadays. The retail industry as
well endures the strategy of online promotion of the retail products. As a result, this online
promotion of the retail products has imparted several impacts and influenced the purchasing
decision of the consumers as well. The customers can choose their desired products by
scrutinizing the given alternatives. In addition, it is to be stated that in the strategy of online
promotion, the retail companies are utilizing vibrant and colorful images of their products and
this gradually helps in attracting the consumers and improving their engagement in the business
organization as well. Moreover, proper and adequate information about product helps the
customers in selecting the products as well. According to the remark of Liet al. (2018), it is to be

23
stated that as the methods for online shopping are easy as well as user-friendly. Therefore, it
helps the consumers to utilize those methods for purchasing the products easily. Furthermore, it
is also to be stated that this helps in improvising the self-efficacy of the consumers as well. If
their experience with online shopping is good, then they inherit to shop their desired products
through online further in the future.

According to Shultz, et al. it is clear that online promotion of retail products helps the
organization to increase the financial benefit in a short span of time. Additionally, the author
stated that the organizations must need to understand the expectation of the consumers and plan
accordingly. Consumers buying behavior basically refers to the motivation of the customers and
the key elements which assist the customers to buy any product. So online promotion must need
to felicitate the cultural, social aspects of the customers and need to understand that any of these
aspects will not get hampered at the time of promotion any retail product or service. According
to the International Journal of Economics & Management Sciences, culture is one of the major
points of any customers buying behavior. E-marketing is part of integrated marketing practices
including email marketing, online marketing, and social media marketing. Social media plays a
major role to influence the purchasing decision of the customers.

Organizations invest their resources to promote their products on social media platforms and
the customers interact with that service and product and give their review accordingly. At the
time of purchasing any product other customers refers to that reviews and share their motivation
towards that product or service. The online promotion gives the opportunity to the consumers to
criticize any product as well as if the consumers satisfied with the product description or with the
service, they applause the service or the product. Online promotion helps the consumers to
choose from a wide range of similar product and understand the quality of the product. Also
consumer can choose the branded product from different price ranges and they can compare the
price in different ecommerce sites. According to Shultz, et al. most of the consumers will buy
those products which price are reasonable and the quality of the product also good. There are
five points which are part of every purchasing decision of customers and these are needed
recognition & problem awareness, information search, evaluation of alternatives, purchase, and
post-purchase evaluation. The organizations must need to understand these five elements at the
time of promoting any product.

24
3.10 Impact of Online Shopping on Customer Satisfaction in the Retail Industry

In this era of digitalization, the trend of online shopping has been escalating at a breakneck
speed. People more prefer online shopping to purchase their desired products as it assists them in
several ways. As the online store has no physical outlet in the marketplace, they must provide all
the detailed information about the products of the companies. The customers become satisfied as
they have been provided with proper information about the products. Moreover, the aspect of
time-saving has been immensely aiding the people with a busy schedule in their life and not
having enough time for spending their precious time in the mall for purchasing products.
According to the remark of Duarte et al. (2018), it is to be stated that online shopping has
become a more convenient way for those people with a hectic schedule as it saves their precious
time and they can access their time in their important work. In addition, the system of rating and
review has been given assistance to them as they can go through the feedback of other persons
and therefore, they can grab the best products as per their requirements. Moreover, the exclusive
offers that have been provided by the companies under the retail industry have been assisting the
consumers in order to grab those offers. This automatically provides satisfaction to them as they
are getting those products at a lower price.

According to Paulo, Susana and Margarida, consumer purchases product depending on how
easily and how soon they can contact the retail store. Online shopping has improved these
aspects for customers and they can place order while sitting at home via online shopping.
Retailers should make mobile application friendlier to increase the footfall of consumers. Since
online shopping saves time and effort, it promotes customer decision to purchase products
online. Below are the models which describe online convenience-

• Access convenience: Seeders defines Access convenience as how soon and how easily
customer can access the retail stores. If the consumer is not able to access the retailers,
they cannot enjoy the shopping. King and Liou state that accessibility of retailer’s
websites and app determines consumer’s views towards customer satisfaction in online
shopping.
• Search convenience: According to Beauchamp and Ponder, search convenience means
the ease with which customer can search and identify the product they intend to purchase.
40 Internet has various tools to cater this convenience to users. Retailers can use the

25
 services of other companies or use the tools to facilitate easy searching of products. If
search convenient is made easy, customer feels happy and satisfied.
• Evaluation convenience: Evaluation convenience is used to describe if product
description is explained in detail on website and if it describes the product easily or not.
Generally, the descriptions are created in such a way that it makes it easy to understand
what a product is. Consumer can zoom the image to get exact feature and they also can
interact with other users who are using the product.
• Attentiveness convenience: Due to growing competition, only going to online mode
cannot help the retail industry to survive. They need to personalize the services to their
customers. Customers nowadays want to get what they are looking for instantly and retail
industry should use the tools to analyze and identify the customer’s shopping habits and
browsing history. They can even deploy shopping bots to guide the customer to product
to which they are searching for. The personalized service allows user to perceive ease in
shopping process and make them happy and satisfied.
• Transaction convenience: Transaction convenience defines the minimum transaction
time, ease and smoothness with which consumer can place a transaction or modify any
transaction. The faster the transaction better is the experience. Best quality of online
shopping is that customer does not have to wait in any kind of queues. (Wolfinbarger and
Gilly, 2001). Security and privacy pose as main hindrance to doing transactions online.
Javadi states that risk of losing money and other important details affects the people
attitude towards online shopping. Therefore, retailers should make sure to make their
payment gateway safe and secure for transactions.
• Possession convenience: According to Seiders, Possession convenience is the time,
money and ease with which customer can have a product which they desire. Factors
which can affect these are stocking policy, production planning and delivery time. So, the
consumer must wait until the product is delivered to them for the possession which can
lasts few days whereas in traditional shopping customer gets the product on the payment
only. Retail industries are coming with many offers like one day delivery to minimize the
time of possessions.

Post possession convenience – It is one of the major aspects which determines the customer
satisfaction. Many times, customers do not like the product they received and want to replace

26
them or return them. The greater the ease in returning or replacing process, happier the
customers is. Providing guarantee, maintenance and services are also the major factor which
affects post possession convenience. Bad services or not honoring the guarantee can change the
consumer prospective towards online shopping. So, customer will be happy and satisfied if the
services are good and guarantee is honored.

27
Chapter 4

RESEARCH METHODOLOGY

Research methodology details the various layers of methods and techniques, which helps in
accomplishing the key objectives of a research. Research methodology is detailed by research
onion conceptualized by Saunders al., (2009) which involves layers such as research philosophy,
approach, Strategy, choices, time horizons, technologies and procedures. The chapter research
methodology is highly significant because it details the means through which samples will be
collected and analyzed in order to achieve results that fulfils the research objectives. For
conducting an appropriately structures and successful research, it is crucial that the researcher
decide on the best methodology for the research. This chapter details the research methodology
followed for this research starting from research philosophy and ending with detailed time
horizon of the research.

4.1 Research Philosophy – Positivism

As in the opinion of Mackey, and Gass, (2015) in the very beginning of conceptualizing a
research methodology a researcher must identify a research philosophy that he or she wants to
follow that best suits the research objectives. In simple term reach philosophy is belief about a
phenomenon should be collected, analyzed and used. The concept of research philosophy can be
defined as an elaborate area characterized in four types such as, pragmatism, positivism, realism
or interpretivism. Based on types of data collection techniques included and data analysis
techniques involved, research philosophies have been characterized in these types. For instance,
in the pragmatism research philosophy, both primary and secondary data collection techniques
and qualitative and quantitative data analysis techniques are used and thus it follows mixed
methods of data collection and analysis. On the contrary, under the concept of positivism
philosophy highly structured study is conducted that involves large sets of samples and analysis
techniques usually include both quantitative and qualitative techniques. Mainly primary data
collection is conducted for positivism philosophy. In contrast, Interpretive ensures that smaller
sets of samples are investigated and analyzed qualitatively (Flick, 2015). After considering the
theories of each of these types, positivism research philosophy had been chosen and followed
throughout the research study.

28
Justification: Positivism has been selected as the most appropriate research philosophy because
it allowed the researcher to work with large sets of primary data samples, which is necessary to
achieve the research objectives for this study. Moreover, positivism philosophy had allowed to
46 conducts a structured study which has helped in saving time in data collection and data
analysis. Under this philosophy, the researcher also had the freedom of conducting both
quantitative and qualitative data analysis technique. The information delivered from the
positivism philosophy is mainly derived from the sensory experience and interpreted through the
logic and reason. Positivism philosophy holds gives valid knowledge on the online shopping
effectiveness in the retail industry. Therefore, for all these reasons, this philosophy is thought to
be the most appropriate one for this study.

4.2 Research Approach

Appropriate research approach helps in gaining better knowledge on carrying the research
work and this work helps in gathering authentic data. Research approach is mainly depending on
the research variables that have derived from the key research topic. There are two research
approach namely deductive and inductive research approach has used in the research work to
examine and make systematic plan for the research work. Among two research approaches,
deductive approach has been selected that does not involves any prior formulation of hypothesis.

Justification: Deductive research approach mainly starts with the research question, objectives
and aims that are achieved during the research work. In the deductive research technique known
methods and premises are used to generate conclusion (Pierre, 2012). Deductive approach links
premises of the online shopping and drags customer’s satisfaction as a conclusion. This research
approach follows specific to the general research work. Hence it is justified.

4.3 Research Design

There are three basic research design are existing in the research onion that are explanatory,
exploratory and descriptive research design techniques. Explanatory research design process in
the research work helps in finding out the basic problems that has arisen in the work. Exploratory
research design helps in identifying and highlighting the key problems and background
information. The design allows researchers to sharpen the research methods suitable for the
subject matter and set up their studies for success.

29
Justification: Descriptive design relates the objectives of the research work as per the obtained
findings. In this regard for this research work descriptive research design has been selected as the
researcher main theme is to relate the findings with the conclusion based on the research
objectives. Descriptive design extrapolates specific cases to the general rules. Regarding the
chosen online shopping concept, it links with the premises and derives the conclusion of
customer’s satisfaction.

4.4 Research Strategy – Quantitative Survey

Walter and Andersen (2013) have stated that the research strategy is a factor that helps the
researcher to gather valuable information of different strategies and research work. Different
strategies that are used in the research strategy are of interview, focus group, case study,
interview and survey. These strategies help in developing secondary data collection. In this
research work there is no direct information gathering has selected in it. Collective information
has gathered by the strategies that involves secondary data analysis. The secondary data
collection methods have involved resources like online library, academic journals, and websites
and news articles.

Justification: 48 In case of primary data collection method, survey and interview process has
chosen for this research work. In the primary data collection method both closed ended and
open-ended questions were selected that are required for the data collection. The closed ended
questions help in making in depth analysis where effective communication is established.
Interview process has selected for the research work as it is rich in quality and deliveries reliable
information for the research. Quantitative survey has taken as it derives reliable information from
the candidates who are interviewed on the online shopping effectiveness.

4.5 Research Methods

Research method can be termed as a methodology that outlines whole research methodology
into single frame. This research frame provides basic and systematic structure that drives the
research work into right direction. This research has been undertaken on the online shopping that
improves the customer’s satisfaction in retail industry. A retail industry will be taken into
consideration. Matching with the key topic area the researcher has chosen the primary data
collection research method for this study.

30
Justification: Non-probability sampling technique has been followed by the researcher while
taking the respondents for the survey process. The questions were asked randomly regarding the
social media impact, where no discrimination has done on asking questions to the respondents.
The response collected is random in nature. Non-probability sampling technique takes random
selection where subjective judgment of the individual researcher will be noted down.

4.6 Sampling Technique - Sample Random Probability and Non Probability Sampling

Sampling technique is considered as an important factor in the research work for the
empirical research study where the basic goal of the company is to make inferences about the
targeted population. There are two sampling techniques has been proposed which are of
probability and non-probability techniques.

Justification: Random probability sampling technique has been chosen by the researcher where
among 150 selected customers, 110 of them agreed to participate in the survey process. Two
employees of different retail companies have been selected by the researcher for the interview
process using non-probability sampling technique. 110 respondents from the retail industry are
taken for survey as the number gives highest percent of review and opinions randomly without
considering the personnel feelings and gender bias.

4.7 Sampling Size

Sample size is known as a technique that used to determine and choosing the replicates and
the numbers from the observations that included in the statistical sample work. In other words
sampling size refers to the number of participants or observations included in a study. This
number is usually represented by n. Overall 150 participants had been selected for the research
work and among them, 100 participated in the survey process. A non-probability sampling
technique for interview has been followed by the researcher in order to reduce the deviation in
the responses. The researcher has used this sampling technique to select two employees working
in retail organizations for conducting the interview and gathering qualitative information related
to the research topic. All the respondents have provided their responses at the same time as each
of them had been provided with the same set of questionnaires at the time of conducting survey.

31
4.7.1 Research Instruments

The researcher has used various tools for conducting the research. The research
questionnaire has been used for gathering primary information related to the research topic. In
addition, the other tools like MS Excel has been used for gathering and manipulating primary
information as collected through survey. On the other hand, MS Word has been used to collect
the qualitative information from the interview process.

4.8 Data Analysis – Quantitative and Qualitative

Research data analysis is considered for gathering and interpreting the data to obtain
research objectives. One of the best analytical tools used for data analysis are of statistical data
analysis tool that has used in this research work. The statistical data analytical tool consists of
median, mode, mean and the standard deviation calculation. Wahyuni (2012) has pointed out that
the researcher must need to manipulate responses in analysis section. This is due to the mangers
that will not provide any in depth answers to the given questions. It can also be stated that
statistical data will not have any effect on the data analysis process.

Justification: In this research, the researcher has used both the qualitative and qualitative data
analysis technique for analyzing the information collected during the research for drawing up a
valid conclusion. Quantitative research analysis has been chosen in this research work where
questionnaire survey technique help has taken. Qualitative data analysis technique is used by the
researcher to analyze the data that has been obtained from the interviews are analyzed
thematically and correlated with the answers that are obtained from the interview. In order to
make the research work effective, data analytical tool is required by the researcher (Groenewold
and Lessard-Phillips, 2012). Both quantitative and qualitative data analysis techniques have been
used by the researcher which has helped him in gaining more authentic and valuable information
related to the research topic and which has helped in drawing up a valid conclusion to the
research.

4.9 Ethical Considerations

In order to make research successful, the researcher must focus on the ethical values of the
key participants in the research. At data collection time the researcher had taken the permission
from the key respondents who have participated in the research work. There are no such

32
personnel were harmed and get hurt during the data collection process. Hantrais and Mangen
(2013) have stated that all the respondents must be given an option to quit the process after
registering their names for research. In this way overall willingness of the respondents are
gathered and invited to make further research. In contrast to this Rossi et al., (2013) has stated
that the research outcome must not be used for any kind of commercial purpose. The data that
has collected for both quantitative and qualitative methods are very sensitive to the organization.
Gioia, Corley and Hamilton (2013) has opined that the researcher must need to comply with the
Data protection Act and all personnel credentials and information must not be leaked or spread
over any medias. Privacy law also needs to be followed by the researcher where none of the
user’s privacy should get hurt. The researcher must not ask any questions in relation to the
respondent’s personnel information like living location, income and many more. The researcher
also must not to encourage the respondents to provide the answers as per personnel viewpoint as
this encourage biased data collection. In this research work the researcher has followed ethical
consideration that proves that the research has been conducted in the mush ethical way.

4.10 Research Limitations

The time and budget are two possible constraints that are involved in this research work. It
can be stated that selection of the primary data itself has key limitation where the data has not
involved any kind of historical information and this in turn acted as a limitation while conducting
the research work.

33
Chapter 5

DATA ANALYSIS

The chapter three has explained and described in detail about the purpose and rational of
mixed method research design. In the research design mixed method of research has applied that
acquires an exponential overview of extent on the retail industry in accordance with its diverse
need of online platform usage. In the chapter two it was clearly outlined that there is a
combination of both qualitative and quantitative research technique was employed to deliver
comprehensive responses. This chapter captures the data from the quantitative and qualitative
research method. This chapter also describes analyses and interprets the data in a systematic
manner that helps in the next research process. The research results of the study were first
presenting an analysis of quantitative data that are obtained from the survey technique that are
recorded by the questionnaire followed by the qualitative data that are recorded asking questions
to the managerial people in retail industry.

5.1 Analysis and Interpretation of Data

Data analysis is a process of bringing the meaning, structure and order to the mass collected
data. It is one among the fascinating, creative process that is little time consuming, messy and
ambiguous in nature. Data analysis requires sort of logics that are applied to the research.
Interpretation and logic apply to the research analysis includes inductive and deductive logic to
the research. Interpretive approach is a part of qualitative approach that has involved deductive
for of obtained data. This study mainly relies on the action of participants under study. The
researchers are mainly relying on the information provided in the subject. Mixed method of
thesis includes data collection method that can be named as combination of quantitative and
qualitative method of data collection.

5.1.1 Analysis of Quantitative Data

Quantitative analysis helped the researcher to get the fresh information about the topic and
various views have been obtained. 15 questions had been prepared for the survey and asked to
every respondent to get the information. For the survey 100 random customers have been
selected and were provided with the research questionnaire for collecting primary information
using MS word and MS Excel for storing the same.
34
1. What is your age group?

Response of the Percentage of Number of Total number of

respondents respondents respondents respondents

18 to 25 years old 51.9% 60 110

26 to 35 years old 34.6% 36 110

36 to 50 years old 10.6% 11 110

Above 50 years old 2.9% 3 110

Table 1: the age group of respondents

What is your age group?

104 responses

2.90%
10.60%

18 to 25
26 to 35
51.90% 36 to 50
34.60% 50 and above

Chart 1: The age group of respondents

35
Analysis: initially, the researcher asked the respondents about the age group that they belong to.
The respondents were given four options. The options were 18 to 25 years, 26 to 35 years, 36 to
50 years and above 50 years. From the gathered data, it has been shown that 51.9% of the
respondents belonged to the 18 to 25 years group. 34.6% of respondents were in the group of 26
to 35 years. 10.6% of the respondents were in the group of 36 to 50 years of age and finally,
2.9% of the remaining respondents confirmed their age to be above 50 years old.

2. What is your gender?

Response of Percentage of respondents Number of respondents Total

the number of
respondents respondents
Male 56.7% 65 110

Female 43.3% 45 110

Table 2: gender group of the respondents

What is your gender?

104 responses

43.30% Male

56.70%
Female

Chart 2: gender group of the respondents

36
Analysis: after figuring out the age group, the respondents wanted to figure out the gender of the
chosen participants. Male and female were two given options. Out of the 104 respondents, 56.7%
or 59 of the respondents were in the male category. Remaining 43.3% or 45 respondents were
selected as female.

3. Do you think that online shopping can provide more facilities than conventional shopping
method?

Response of the Percentage of Number of Total number

respondents respondents respondents of respondents
YES 63.5% 72 110

NO 16.3% 17 110

NOT SURE 20.2% 21 110

Table 3: whether or not online shopping provides better facilities than conventional

Shopping

Do you think that online shopping can provide more facilities

than conventional shopping method? 104 responses

20.20%

Yes
No
16.30%
63.50% Not Sure

Chart3: whether or not online shopping provides better facilities than conventional
shopping

37
Analysis: after gathering basic data of age and gender of respondents, the respondents were
asked whether or not online shopping facility has the potential to provide more benefits and
facilities than conventional shopping procedure. The feedback was quite positive as 63.5% of the
chosen respondents confirmed that there are multiple benefits like efficiency in online shopping
facilities which lack in conventional shopping. 16.3% of the respondents do not agree as they do
not believe that scenario of shopping is changed due to online facility. Remaining 20.2% of the
respondents remained silent in this question.

4. Are you using the online shopping facility while purchasing any products?

Response of Percentage of respondents Number of respondents Total number of

the respondents respondents
Always 21.2% 22 110
Mostly 39.4% 47 110
Sometimes 38.5% 40 110
Never 1% 1 110

Table 4: frequency of using online shopping facility while purchasing products

Are you using the online shopping facility while purchasing any
products?

1%

21.20%
Always
38.50%
Mostly
Sometimes
Never
39.40%

Chart 4: frequency of using online shopping facility while purchasing products

38
Analysis: next, the respondents were asked whether or not they use online shopping facility
while purchasing products. 21.2% of the respondents mentioned that they always use online
method to purchase numerous products. 39.4% of the respondents mentioned that they mostly
prefer old process of shopping as they had never used online procedure to purchase their desire
product. 61 Remaining 38.5% of the respondents confirmed they sometimes prefer to buy
products from online portals of famous e commerce companies.

5. Do you think that online shopping enables you to get more information about products?

Response of Percentage of respondents Number of respondents Total number of

the respondents respondents
Yes 58.7% 67 110

No 19.2% 20 110

Mostly 21.2% 22 110

Don’t Know 1% 1 110

Table 5: whether online shopping gives more information about products than traditional

Do you think that online shopping enables you to get more

information about products?

1%

21.20%
Yes
No
Mostly
19.20% 58.70%
Don't Know

Chart 5: whether online shopping gives more information about products than traditional

39
Analysis: next, the researcher asked the participants about whether online shopping facility helps
the consumers every detail of the end product from its manufacturer to the parts or ingredients of
the products. In this time also, a strong outcome came in favor of online facility. The result
showed that 58.7% of the chosen participants strongly think that online shopping facility or e
commerce portals provide extra details and information about the products than conventional
shops and stores. 21.2% of the respondents moderately think that online shopping facilities
sometimes provide extra info about the products that the customers desire to buy. 1% of the
respondents failed to provide any response as they chose the option neutral for this question.
19.2% of the respondents disagreed with them as they clearly believes that online shopping do
not provide more information about the products.

6. Do you think online shopping can help the organization to provide more comprehensive
service to the customers?

Response of Percentage of respondents Number of respondents Total number of

the respondents respondents

Yes 48.1% 56 110

Maybe 38.5% 40 110

No 10.6% 11 110

Do not think 2.9% 3 110

Table 6: Online shopping and comprehensive service to the customers

40
 Do you think online shopping can help the organization to
provide more comprehensive service to the customers?

2.90%
10.60%
Yes
48.10% Maybe
No
38.50%
Do not think

Chart 6: Online shopping and comprehensive service to the customers

Analysis: next, the researcher wanted to find out about the services that online facility can
provide for the benefits of the customers. Question that was asked to the respondents was
whether online shopping facility can provide comprehensive customer service for the benefit of
the organization. The respondents were provided with four options. 40% of the respondents
strongly think that online shopping procedure does provide proper service to many of the
customers through proper courier services and facilities of discounts. 30% of the respondents
believe that few ecommerce companies provide convenient and comprehensive services to the
customers but there are many companies who fail to provide proper services to the customers.
Thus, these respondents chose moderately think. 13% of the respondents chose the option
neutral. They were not totally sure about the correct option provided by the respondents.
Remaining 17% of the respondents do not think that online shopping provides comprehensive
customer service.

7. Do you think that online shopping is safe and secure?

Response of Percentage of respondents Number of respondents Total number

the of respondents
respondents
Highly Secure 16.3% 17 110

41
 Moderately 58.8% 64 110
Secured
Neutral 22.1% 23 110

Not Secured 4.8% 5 110

Totally Unsafe 1% 1 110

Table 7: the security regarding online shopping

Do you think that online shopping is safe and secure?

1%
4.80% 16.30%
Highly Secure
22.10% Moderately Secured
Neutral
Not Secured

58.80% Totally Unsafe

Chart 7: the security regarding online shopping

Analysis: the seventh question that was set by the researcher was about the security and safety of
the users of online shopping systems of ecommerce portals. The respondents provided positive
feedback for online shopping facilities. 16.3% of the respondents mentioned that online shopping
portal or systems are highly secure as their sole responsibility is to protect the important
information of the customers. There are also very low chances of losing vital information like
card numbers to third party. 55.8% of the participants said that the sites are moderately secured.
They believe that there are few sites which do not provide strong security for the customers.
These sites are quite easily breached. Thus, they chose the option moderately secured. 22.1% of

42
the respondents were neutral to the question. 4.8% of the participants confirmed that these online
sites are often affected with malwares and viruses and the sole objective of these sites is to steal
vital information of the users. Thus, they chose the option not secured. 1% of the remaining
respondents totally denied the security aspects of the online shopping portals. They chose the
option very unsafe.

8. Do you agree that online shopping helps you to get the best product by allowing product
comparison among different companies?

Response of the Percentage of Number of respondents Total number of

respondents respondents respondents
Highly Agree 20.2% 21 110
Agree 55.7% 65 110
Neutral 18.3% 19 110
Disagree 4.8% 5 110
Highly Disagree 0% 0 110
Table 8: whether online shopping portals allow comparison of products

Do you agree that online shopping helps you to get the best
product by allowing product comparison among different
companies?

4.80%
20.20% Highly Agree
18.30%
Agree
Neutral
Disagree
55.70% Highly Disagree

Chart 8: whether online shopping portals allow comparison of products

43
Analysis: online shopping also provides a facility to the customers that help the customer to
compare a particular product of different products. 20.2% of the respondents highly agree that
online shopping provides proper tools to compare different products of same company or same
product of different company. 55.7% of the respondents also agreed, as they too believe this
unique facility is not possible in traditional shopping procedure. 18.3% of the respondents
remained silent in this question. 4.8% of the respondents disagreed; as their belief is that many a
time’s these comparisons fail to clarify the needs of the customers. Often personal touch from
customer service personnel are needed which is provided by traditional shopping process. None
of the participants highly disagreed with the question.

9. Why you prefer online shopping?

Response of the respondents Percentage of Number of Total number

respondents respondents of respondents
Time Saving 39.4% 47 110
Secure Transaction 8.7% 9 110

More Variety of products 32.7% 34 110

Easy accessible 19.2% 20 110

Table 9: the reason behind online shopping procedure

Why you prefer online shopping?

19.20%
Time Saving
39.40%
Secure Transaction
More Variety of products
32.70% Easy accessible

8.70%

Chart 9: the reason behind online shopping procedure

44
Analysis: next, the researcher has asked the participants about the reason behind their
favorability of online shopping method to purchase products. They were given four options.
39.4% of the respondents preferred the quality or advantage of time saving for shopping in
online medium. 8.7% of the respondents confirmed that secure transaction is the sole reason
behind the prefer ability of online shopping procedure. 32.7% expressed that it is due to the
variety of products that are available at the palm of one’s hand. Most number or 19.2% of the
respondents mentioned the advantage of the online process is that it is easily accessible to the
customers. One can easily access thousands of products sitting at home.

10. Do you think that you can create a viable communication with company through online
shopping?

Response of the Percentage of Number of respondents Total number of

respondents respondents respondents
Strongly think 22.1% 23 110
Moderately think 50% 58 110
Neutral 19.2% 20 110

Do not think 8.7% 9 110

Table 10: communication system with company for the users utilizing online medium

Do you think that you can create a viable communication with

company through online shopping?

8.70%

22.10%
Strongly think
19.20%
Moderately think
Neutral
Do not think

50%

Chart 10: communication system with company for the users utilizing online medium
45
Analysis: after that, researcher asked a question to know whether viable communication is
created between company and the users or customers in online shopping portals. 22.1% strongly
think that online shopping portals have developed proper communication system to the
customers. 50% of the respondents moderately think that ecommerce organizations have
developed feedback facilities to understand the queries and issues of customers. 19.2% of the
respondents remained neutral to this question. 8.7% of the remaining respondents do not believe
that virtual media can capture the communication system as efficient as personal touch. Thus,
they mentioned that online system couldn’t provide proper communication facility to the users.

11. Do you agree that offers provided by the organizations in online shopping is satisfactory?

Response of the Percentage of respondents Number of Total number of

respondents respondents respondents
Highly Agree 16.3% 17 110
Agree 58.8% 64 110
Neutral 26% 27 110
Highly Disagree 1.9% 2 110
Table 11: satisfactory online shopping offers

Do you agree that offers provided by the organizations in online

shopping is satisfactory?

1.90%
16.30%
26%
Highly Agree
Agree
Neutral
Highly Disagree

58.80%

Chart 11: satisfactory online shopping offers

46
Analysis: online shopping portals also provide lucrative offers to the customers. Offers are the
one of the main important part in the online shopping. Because it attracts more customers make
purchase form online sites. Some of the customers purchase products from online shopping sites
during the festival offer times. Thus, the eleventh question of the survey was to understand the
viewpoints of the respondents about the offers provided in the organization through online
shopping facility. 16.3% of the respondents highly agreed that online shopping system facility
lucrative offers like discounts and gift coupons to the customers as these are not available in
traditional shopping procedures. 55.8% of the respondents agreed that famous online shopping
portals do provide good offers on various products through online sites and app. 26% of the
respondents remained neutral during the question. 17% of the respondents disagreed about the
topic of the question. They believe many ecommerce portals in the country do not provide
adequate discount offers t the customers and often they are charged with delivery charges.
Remaining 1.9% of the respondents agreed with them as they chose the last option highly
disagree.

12. According to you, does the company can gain the brand value through online shopping?

Response of the Percentage of respondents Number of respondents Total number of

respondents respondents

Highly Agree 17.3% 18 110

Agree 66.3% 75 110

Disagree 11.5% 12 110

Highly Disagree 0% 0 110

Don’t Know 4.8% 5 110

Table 12: online shopping and company’s brand value

47
 According to you, does the company can gain the brand value
through online shopping?

4.80%
11.50% 17.30%
Highly Agree
Agree
Disagree
Highly Disagree
66.30% Don’t Know

Chart 12: online shopping and company’s brand value

Analysis: the next question that the researcher asked to the participants is about the relationship
between brand value of company and online shopping portal. 17.3% of the chosen participants
deeply think that launch of online shopping portals always increases the awareness of the brand
to new potential customers. Thus, it increases the brand value and image of the company. 11.5%
of the respondents do not think that as they believe that there are many other functions that work
apart from online shopping portal to enhance brand value of the company. The remaining
participants were not sure about the relationship between brand value and online shopping
facility. Hence, they chose that option.

13. Do you recommend online shopping to your family and friends?

Response of the Percentage of respondents Number of respondents Total number

respondents of respondents

Yes 43.3% 51 110

No 2.9% 3 110

Mostly 32.2% 34 110

Sometimes 21.2% 22 110

Table 13: recommendation of online shopping to family and friend

48
 Do you recommend online shopping to your family and friends?

21.20%

Yes
43.30%
No
Mostly
Sometimes
32.20%

2.90%

Chart 13: Recommendation of online shopping to family and friend

Analysis: From the above analysis it can be said that near about 43.3% of the respondents want
to recommend the online shopping to their friends and family. They also highlighted that online
shopping is spreading their hand by this word of mouth marketing. They always suggested online
shopping to their friends and family while they get interesting offers. In addition they said that,
in recent time lots of offers and discount and also other facilities have been delivered for the
customers which attract many new customers easily. In this analysis remaining of respondents
are not happy with the online service and then do not want to recommend it to their friends and
family. For the reason 75 they highlighted that online shopping is not much reliable and in many
cases wrong delivery has been made.

14. Are you satisfied with the online shopping provided by the organizations?

Response of Percentage of respondents Number of respondents Total number

the respondents of respondents
Yes 36.5% 38 110
Never 3.8% 4 110
Mostly 46.2% 54 110
Sometimes 13.5% 14 110
Table 14: satisfaction with online service
49
 Are you satisfy with the online shopping provided by the
organizations?

13.50%

36.50% Yes
Never
Mostly
Sometimes
46.20%
3.80%

Chart 14: satisfaction with online service

Analysis: From the above analysis among 104 respondents 36.5% revealed that they are satisfied
with the online service and said that online service literally saves their time and money. Various
offers and fast delivery system satisfied them. In addition they added that various information
can be gained through the online services which help them to select the best product from the
market. 36.5% of the respondents are not happy with the online service because of wrong
delivery and fake information.

15. Would you like to recommend any suggestion to improve the online shopping more?

Response of the Percentage of Number of respondents Total number of

respondents respondents respondents
More safe and fast 46.2% 54 110
transaction
More fast and on time 35.6% 37 110
delivery
Attractive website and 18.3% 19 110
application development
Table 15: recommendation for improving online service

50
 Would you like to recommend any suggestion to improve the
online shopping more?

18.30% More safe and fast

transaction
46.20% More fast and on time
delivery
35.60% Attractive website and
application development

Chart 15: recommendation for improving online service

Analysis: Above question has been asked to get the viable recommendation for the development
of the online service and in response all the respondents provided their opinion. Among 104
respondents 46.2% supported the safe and secure transaction. They revealed that transaction
must need to be safer and secure so that no misconduct can be happened. Retina scan or finger
print scan before transaction can be useful. Most of the respondents near about 35.6% said that
more fast and on time delivery will help both the consumer and organization to provide proper
services. Many obligations have been arose regarding the on time delivery and exact delivery
which must need to be mitigated. Whereas rest of the 18.3% suggested the development of the
website and mobile application so that consumer can get attracted. Obviously they said that
attractive website and well designed and organized mobile application can attract new customers
for the retail organizations and consumer can also get more information easily.

16. Do you agree price plays the important role in online shopping?

Response of the Percentage of respondents Number of Total number of

respondents respondents respondents
Agree 61.2% 71 110

Not Agree 21% 25 110

51
 Neutral 18.8% 14 110

Table 16: importance of price in online shopping

Do you agree price plays the important role in online shopping

18.80%

Agree
Not Agree
21%
61.20% Neutral

Chart 16: importance of price in online shopping

Analysis: Online shopping plays an important role in product price. shopping sites gives an
option to choose the product from particular price range. According to above research 61.2% of
customers are response agree with the price is important when shopping and 21% of customers
are disagree with the price is important when shopping online and remaining 18.8% customers
are neutral.

17. Do you agree the online shopping had a reasonable return and exchange policy?

Response of Percentage of respondents Number of respondents Total number of

the respondents respondents

Strongly agree 77.1% 86 110

Disagree 12% 11 110

52
 Neutral 14.9% 13 110

Table 17: showing online shopping had a reasonable return and exchange policy.

showing online shopping had a reasonable return and exchange

policy.

14.90%

12% Stronglyagree
disagree
Nuetral
77.10%

Chart 17: showing online shopping had a reasonable return and exchange policy

Analysis: There is a return and exchange policy in Online shopping. 77.1% of customers are
response agree with the online shopping had a reasonable return and exchange policy and 12% of
customers are disagree with the online shopping had a reasonable return and exchange
policy.14.9% customers are neutral.

18. What kind of payment method will use by most of the customers?

Response of Percentage of respondents Number of respondents Total number

the respondents of respondents

Credit card 5% 18 110

Debit card 32% 30 110

53
 Bank Transfer 24% 20 110

Cash On 43% 42 110

delivery
Table 18: showing mode of payment.

kind of payment method will use by most of the customers?

5%

32%
Credit Card
Debit Card
43% Bank Transfer
Cash On Delivery

24%

Chart 18: showing mode of payment

Analysis: Payment method is the important part in online shopping. In this table, there should be
43% of customers use cash on delivery method, 32% of customers use debit card method, 24%
of customers use online bank transfer method and 5% of customers use credit card payment
method.

5.1.2 Qualitative Data Analysis

Qualitative data analysis can be stated as a process of making sense on the views and opinions
of research participants based on the given situation. This data analysis method analyses themes,
corresponding patterns, situations and regular similarities. Qualitative data analysis is a process
of ongoing iterative process that implying on the data processing, collecting, reporting and
making analysis on the successive process that are necessarily intertwined. For the qualitative
analysis two employees of different retail organizations have been selected to get the elaborated
information about the topic. Qualitative analysis helped the researcher to get the more depth
54
information about the topic and for this project 2 questions have been asked to both the
employees.

5.1.3 Interview Analysis

Interviewing is a process of data gathering method that clarifies vague statements, obtains
additional data, permits further exploration on the given research topic. It mainly expands on the
qualitative findings that yield in depth analysis on account of online platforms effectiveness in
the retail marketing. The interview process is taken as audio recording and note taking. All the
interviewers are mainly compiled with conforming and verifying the interviewer’s contents.

Q1: How online service can provide the ultimate service to the consumers?

In response to the above question first employee replied with various service which his
organization is providing to the customers in online. He said that most of the time consumers did
not get the time to come to the store and purchase the products, but online service made it
possible and now they are getting their products in their door through online service. Also, to
attract the customers every organization now facilitating regular offers, and this cost less for the
consumers than preventive shopping method. In addition, consumers are now more selective and
for that they visit many sites to get the actual products in right price and gathered information
through online about the products. Online shopping enables them to get the actual information
and price for a product which reduces the chances of the misconduct. Second employee
highlighted the time saving nature of the online service and added that in recent time people are
getting busier day by day and in such scenario online shopping providing the handy approach so
that they can get the products easily. Beside this online transaction is now safe and secure and
people can buy any products at anytime from anywhere.

Q2. Do you think that still more work to do to develop more comprehensive online
shopping experience?

In this question first employee revealed that various issues have been introduced and become
serious day by day which can hamper the image of the online shopping. Many consumers
highlighted that they did not get their products in time. Some highlighted that they get the wrong
products and faced various problems while returning. Few transaction issues have also been in
limelight. In the era of advanced technology, we need to recover such issues so that customer can

55
get the fluent service which they desire. Second employee replied in different view that it is true
that few issues are there, but it is not absurd because the process of getting order, preparing the
orders, packaging, tracking the location, delivery are not the one step process. Mistakes can
happen sometimes, but every organization has their customer service for the online shopping and
customer can get their cash back if any wrong product has been delivered to them. It is not
possible to run a system without flaws, but it is important that how you are recovering the flaws
and, in this scenario, recovering process is much effective.

56
Chapter 6

SUMMARY

The main discussion of the key research topic is mainly laid on the online shopping and its
effectiveness on the retail industry. In the first section of the research work there is an overall
idea is delivered regarding the online shopping effectiveness on the retail firm’s growth. In the
methodology section it has been discussed that the research has laid down some of the key
concepts regarding the research work. The data analysis part of the research work has delivered
all the relevant information that in turn helps to conclude the effectiveness of the online platform
regarding the retail industries performance. A thorough research of online shopping and the way
it has been changing the business industry has revealed several facts which were hidden under
the layers of market strategies. Online shopping has been explored through every perspective in
the research and this has helped in knowing the perspectives of the customers, marketers and of
the retailers.

The customers have been the focus of the research and it has been found that customers are
the stakeholders who have been the most benefited by the online shopping strategy. The retailers
have also gained additional profits through the technological shopping medium. On
acknowledging the customers and the retailer’s profit or benefit gained through online shopping
it could be said that the customers are benefited more than the retailers, as the retailers have been
observed to receive a reduction of cost in the online shopping, but those costs has been injected
into the business for using the technology of shopping and other activities. The survey which was
done through the Quantitative Data Analysis has brought up some outrageous facts and numbers
which could be concluded as online shopping has framed up in such a manner that it would
flourish to great extents in the coming future.

The research has been following the positivism research philosophy along with a descriptive
research design which has allowed the research to be one of the accurate and realistic research.
These two instruments have helped the research in delivering the research outcomes in realistic
ad factual manner. The inductive research approach followed in the research has helped in
getting accurate and factual numbers and figures which has made the research quite acceptable
and applicable. The primary data collection method and the random probability sampling has
made the research to cover a wide range of people covering variable thought processes of

57
different people. The survey included a small number of respondents who were the general
people, and I has been found that the majority of the respondents belonged to the adult group and
matured group who might be into their service life and this reveals that the concept of online
shopping is not a play game for teenagers or the kids but even the matured ones take this concept
as a helpful tool of life. The female respondents were higher in number, as this would be
philosophically helpful. 82 The females are more attracted to shopping then men are and this has
helped in gaining the data to be more accurate.

Through the survey it has been revealed that many respondents have been in favor of online
shopping and they carry a view that online shopping provides much higher scope of hi-tech
facilities then the conventional shopping does. As most of the respondents consist of large
number of females then males, the facilities of online shopping have been revealed through quite
feasible and experiencing way. Though some people have been observed to be confused on this
concept, this confusion could be because they have not yet utilized the service of online
shopping. The majority when favors or agrees to the facilities of online shopping, it could also be
said that the retailers has been not be able to provide the exceptional facilities to the customers
through conventional shopping which reduced the customers satisfaction level. The satisfaction
of the customers has been high, and it has been revealed through the number gained on the
survey which justifies that the people has been using the online shopping technology often for
purchasing any product. People have been using the technological shopping in their day-to-day
life and this makes the application of online shopping much more authenticated and popular. The
details of the product are present elaborately on the site of the online shopping which could be
cross checked on the internet and this makes the information about the product much more
factual and diverse in nature.

In the survey, the respondents have majorly favored this concept and have opted for the
online service. The information about the product and its quality helps adding more satisfaction
to the customers. Customer satisfaction is the main and foremost demand or rather desire of the
sellers and this could be refined through providing more as well as factual details of the product.
Both the customers and the seller get a scope of expansion and receiving and delivering a
comprehensive service, respectively. This enables the organization in expanding its business as
the customers get highly satisfied the sales and the goodwill of the organization keeps on
increasing. The industry would gradually develop through online shopping and this technological

58
method would help in the growth of the industry and on a broader concept the country would
develop. The payment modes used in online purchasing could lead to some frauds and cheatings
due to which the public fears for opting for the online paid services and products. But the
technology used for online shopping has been proved to be a safe and secured action through
every means. Safety and security of money and for using the products such as cosmetics,
medicines, groceries, etcetera, is the primary need for adding onto the customer satisfaction.
Through the research it has been revealed that the products available online are completely safe
and secured to use and the payment modes are also safe to use.

The customers carry a nature of comparing the products with other substituting products
which is quite difficult in the conventional shopping due unavailability of all brands in a single
shop. But on online shopping, several products could be compared with many other brands and
this makes the feasibility in using the technological shopping method. The comparison helps in
choosing the best product of the lot and this adds on to the customer satisfaction graph. Even in
the research it has been favored by the large number of the respondents. The reason which has
been the most popular among the respondents for favoring or using online shopping method is
the easy accessibility of the products and secondly time saving. These two factors have made the
technology of shopping online quite popular. But the reason should also include safety and
security. In this busy ad hectic schedule of life people don’t get time to spend with their loved
ones and for other necessary work, shopping online makes it easy to shop while traveling, or
some free time in office or anywhere else. Reaching out to shops and comparing the products,
getting the best one becomes a hectic process in conventional shopping which could be easily
done on online shopping. The technological shopping also provides a scope of providing
feedback and other suggestions through online medium which makes it quite feasible for the
customer to make an effective communication with the company concerned. This is the reason
the respondents majorly favor this concept. It has been observed that most of the respondents
carry a view that an effective communication could be done through online shopping and they
have experienced it closely. The customer satisfaction could be attended by the organization only
when they can get a feedback from its customers along with some logical suggestions which the
organization would consider in its future service or product or reform its existing products.

The popularity of the online shopping or the customer satisfaction level achieved through this
method has been because of the offers and the discounts which the organization provides to the

59
customers. The offers are genuine, and it supports the quality of the product and service. Favored
by most of the respondents it is quite plausible to say that the offers add onto the customer
satisfaction. This quality services and products being delivered on time to the customers, helps in
creating a brand in the industry which gradually helps in the expansion of the company. Once the
brad value gets developed the organization could utilize its goodwill and thus the company along
with the customers would keep on growing and developing to high scales. The customers keep
on adding to the organization once its goodwill and brand value is created and the other people
gets influenced by others and opt for it and the chain goes on and on.

Through the research the customers or the respondents has been found to favor the online
shopping technology and this has revealed that the customer satisfaction along with the
expansion of the organization could be highly achieved through this technological method of
shopping.

6.1 linking with literature review

The literature review framed from the present topic has included several considerable factors
and concepts along with relevant models and theories which has helped in making the view of
the online shopping much clearer and more feasible. The clarification of the concept of the
research topic is essential to be presented in an explaining and understandable manner. Firstly,
the concept of customer satisfaction has been explained which would help in understanding the
target that the online shopping must meet. It has been stated by Crawford et al. (2017), that the
business runs only on the scope of the consumers to behave as kings. This statement reveals the
core of the concept of customer satisfaction and the business development. It has been stated that
the customers are the “KING” of the business, which means that customers carry a power of
helping the business to grow and develop to its peak and it can also ruin the business through its
tastes and preferences. The products being served by the business should match the tastes and
preference of the customers and that too at the minimum price which the customer is willing to
pay. This would help in delivering the customers with the desired quality of the goods at their
mentally satisfactory price (Hooda and Singh, 2018). This would provide them high level of
customer satisfaction and once this satisfaction is achieved by the customer, the concerned
product would gradually develop into a brand and thus adding more and more numbers to the
sales figure of the organization. On the other hand, according to Rowley Jennifer, (1998) if the
customer does not like the product or in other words the company has not performed the market
60
analysis in a diverse manner then the products would not be appealing to the customers and this
would keep the sales figure zero of the company. The satisfaction of the consumers directly
affects the sales figure of the company. Thus, satisfaction of the customers should be met by the
company in order to progress and develop in future.

The next exploration has been done of the factors which affect the customer satisfaction in
the retail industry. The satisfaction of the customers depends hugely on several factors as stated
by Hanifet al. (2010). The factors which has been explained includes the customer grievances
which has revealed the consideration of the customer’s feedbacks and other suggestions. This
makes the customer feel important to the company and its loyalty towards the organization
increases. The other factor is Timely Supply, this makes the customers quite regular and a trust
builds up between the customer and the organization that this organization would be content with
the product when needed. The constant supply keeps the customers regular and satisfied. The
special requirement of customer if considered by the retailer then this helps the customer in
building a relation with the retailer which makes the customer loyal to the retail shop. And quite
a few more factors have been described in the literature review which has helped in revealing the
fat that building up a customer satisfaction requires number of actions to be taken and considered
by the retailer which often becomes quite problematic for the retailer to keep a record of.

As per Weiber and Kollmann, (1998), this has been followed by the strategies which need to
be followed by the retailers in order to gain customer satisfaction at high levels. The different
strategy which needs to be followed has been mentioned by Chamhuri and Batt, which includes
the pricing strategies, product quality strategy, and marketing strategy. These three strategies
followed in accurate and satisfied manner then it could lead to deliver some products which
would gain the customer satisfaction to an extraordinary level and thus the retailer would be the
most benefited party in the industry. The pricing strategy asks the retailer to follow a price which
would be the most reasonable and applicable to the customers as well as the costing of the
production has also been met. Meeting the customer satisfaction does not mean that the seller’s
satisfaction is not met. The seller needs to follow such strategy which would help in achieving
the maximum f both the seller and the customer satisfaction. The quality strategy asks for the
maintenance of quality of the product which acts as the most essential ingredient of the growth of
the business and achieving the customer satisfaction. Quality satisfaction if met by the customer
then the customer would carry a will to pay higher prices for the product too. So quality strategy

61
should be closely followed by the retailer. This logic becomes clearer through the addition of the
Customer satisfaction Model named as “Kano Model” which states that “This model states that
to achieve Customer Satisfaction, retails should exceed expectation of customers in terms of
product, its value and quality. Further it states to group the satisfied customer to create a market.

And use scale economics and market clout methods to generate profits by leveraging the
market.” The model has rightly explored the three factors such as the basic factors, performance
factors and the excitement factors which help in explaining the achievement of customer
satisfaction is quite plausible through these three factors. This is followed by the concept of
online shopping which has been described as “electronic purchasing or internet shopping is
considered the purchasing of services as well as goods utilizing the web browser over the
internet, by the means of a mobile phone, an internet television or a computer,” by Hooda and
Singh, (2018). This has provided a clear and simple concept of online shopping which has been
gaining popularity in the recent time due to its time feasibility and quality delivery features.
Several benefits or it could be said several factors which supports the online shopping concept
has been stated which includes convenience, information, broader selection, exclusive offers,
facility of shipping, competitive pricing and review. All these factors have contributed hugely to
the popularity and usage of online shopping technology. As stated by Chin and Goh, (2017), a
concept of promoting the products online has also been presented which has helped in
acknowledging the reason behind the developing and growing business industry. The influence
of online shopping on the retail industry has been quite high as has been stated in the literature
review which has been followed by the concept of purchasers getting influenced by online
promotions and how online shopping has been impacting the customer satisfaction. The literature
review has been framed in a broad concept and has included very single detail and factors which
would impact or help in achieving the customer satisfaction in the online.

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Chapter 7

CONCLUSION AND RECOMMENDATION

7.1 Conclusion

This study helps to understand that customer satisfaction is one of the essential things for any
organization because it helps the organization to enhance their positive reputation in the market
as well as it helps the organization to enable more financial benefit in the organizational context.
From the following’s sections, it can be concluded that customer satisfaction basically refers to
the customer's happiness means if a customer is happy with the product and the service quality
then the customer shows positive views towards the company which is very important for any
organization to grow their business opportunity in the market. From the study, customer
satisfaction is the customer’s fulfillment response means when a customer happy with the service
and the product quality then the customer shows their loyalty towards the company and used to
buy the products from that company again which enable more financial benefit in the
organizational context. From the concept of customer satisfaction point it can be concluded that
companies are showing their motivation for providing best quality service to their old customers
as well as the companies are providing new offers and discounts on their products as it will help
the organization to attract more new customers which will enable more satisfactory performance
of the employees in the organizational context.

Additionally, customer satisfaction will help the organization to enhance their brand name in
the market as well as it will impact the efficiency level of the organizations. That section also
refers that if any organization will fail to felicitate customer satisfaction then it can negatively
impact the business opportunity of the organization which will lead the company towards
absolute loss. Hasemark and Albinsoon (2004) stated that customer satisfaction basically refers
to the relationship between the expectations of the customers and what the customer gets, and
customer satisfaction become conceptualized by progressing the time, processing the results,
effective evaluation, cognitive evaluation and basic sentiment of fulfilling. When an organization
wants to properly felicitate the customer satisfaction then the company needs to keep their focus
on good targeting and segmentation strategies. Additionally, the authors also clear that
segmentation strategies will help the organization to differentiate their potential customers into a
different group and targeting help the organization to target their desired customer base in order
63
to achieve financial benefit in the organizational context. This study helps to understand the
importance of the online shopping on improvising the customer satisfaction in the retail
company. The proper strategies help to understand that how an organization should implement
the online shopping in the organizational context and the key factors which the organization must
need to ensure at the time of implementing strategies for enabling online shopping in the
organizational context. Online shopping is the only one key in the retail sector for achieving
success in the business and for this reason customer satisfaction is also dependent on the services
of online shopping. This study helps to understand that the crucial points an organization must
need to ensure at the time of implementing electronic commerce business model in the
organizational context. Online shopping site helps the companies to ensure a healthy relationship
with the potential customers and it also helps the customers to save their valuable time as they do
not have to visit their preferable company’s stores physically. As per the literature review it can
be concluded that if an organization able to properly implement the strategies for enhancing
online shopping business model in the organizational context then it will help the organization to
connect with wide range of potential customers and it also helps the organization to increase the
brand value as well as sales of the products. The organizations need to ensure good pricing
strategies, product quality strategies and marketing strategies in order to enable more
sustainability. Kano model of customer satisfaction helps to understand that customers’ needs,
and customer loyalty depend on the customer’s impression regarding the product and its quality.

As the world becomes so fast and technology has become one of the parts of human’s life the
organizations of the retail industry also keeping their focus to enhance the technological aspect in
the organizational context. 73.8 million people use the internet every day from their computers
and the workplace. India has 100 million internet users and among them, 50% of the people
felicitate online shopping. Many things influence the customers online shopping behaviors and
these are broader selection, facility of shipping, exclusive offers, rating and review, competitive
pricing, convincing and information about the products. The organizations are also promoting
their products with the help of various strategies and these are Content Marketing, email
marketing, social media, affiliate marketing, press release and many more. The researcher also
felicitates some market research and analyzes the data which help the researcher to conduct the
research work properly. The researcher has taken the positivism approach and sampling
techniques in order to get the accurate data from the quantitative and qualitative research
methods. The analysis part helps to understand that online shopping helps the customers to save
64
their valuable time and it also helps the customers to get various product lists. Additionally, as
per the analysis, it can be concluded that online shopping will help the organizations to enhance
their business opportunity as well as it will help the organizations to enable more customer
satisfaction in the organizational context.

7.2 Linking with objectives

Identify the impact of online shopping on the business of the organization.

Online shopping has numerous effects on business of the organization and as per the analysis,
it can be referred that online shopping helps the organization to grow their business which will
enable more financial benefit in the organizational context. Most of the respondents among the
30 respondents refers that online shopping helps the customers to get a wide range of product
and they also refers that it helps to enhance the relationship with the company. Additionally, as it
takes less time to purchases any product the respondents refer that it also helps the customers to
buy more product than the traditional format.

Determine the customers’ satisfaction towards the products as well as services of the
companies.

Customer satisfaction always helps the organizations to ensure good position in the market
and from the analysis it can be clear that online shopping will help the organizations to ensure
more customer satisfaction in the organizational context and most of the respondents refer that
when an organization able to provide good quality of products and service towards the customers
it engage more customers with the companies and also help to satisfy the customer demands and
expectations.

Identify the impact of online shopping on the improvement of customers' satisfaction in

retail companies.

As the world depending on the online service and the technology it helps the organizations to
connect more potential customers in short span of time and from the analysis it can be concluded
that online shopping helps the customers to get the best product by allowing product comparison
among different companies and most of the respondents prefer online shopping as it creates a
viable communication with company through online shopping. So, the objective of the research
work meets the finding of the research work.
65
Suggest some future recommendation to the retail companies for implementing the online
shopping in their business.

The organization needs to provide free shipping services to their potential customers because
it will engage more customers. Additionally, if the organization able to felicitates more offers
and discounts for their customers it will attract more new customers which will automatically
enable more financial benefit and the analysis part, and the literature review also refers to the
same thing. So, the finding of the research work meets the desired object of the research work.

7.3 Recommendations

Online shopping always helps the customers to save their valuable time and it also gives the
customers a wide range of product list. Additionally, they can choose their preferable products
by comparing those products with other company’s products who are the seller of the same
product. So, the organizations must need to ensure some good strategies which will help the
organization to differentiate their product from the other companies. The researcher has
recommended some points which will help the companies to enhance their uniqueness in the
market. These recommendations are:

• Offers and discounts: The organization must need to ensure good offers and discounts
for their potential customers because it will help the organization to attract more new
customers which will enable more financial benefit in the organizational context.
• Feedback system: The organization must need to understand their customer expectations
and demands as it will help the organizations to make the strategies accordingly. The
organizations also need to provide a feedback option to the customers because it will help
the organization to felicitate that the organization is giving value to their customer's
views which will engage more customers.
• Free shipping of the products: The organizations needs to provide free shipping for the
products because it will help the organization to attract more customers and the
customers can save their money which will enable more customer loyalty towards the
organization.
• Social media marketing: The organization must need to invest their resources to
felicitate social media marketing because nowadays most of the customers collect
reviews about a product from the social media platforms. If an organization able to
66
 properly share their products information on social media site, then it will help the
customers to get the product detail more easily.
• Felicitating awareness program for the uniqueness of the product: Awareness
program will help the organization to differentiate their products from the other
companies and it will help the customers to identify the uniqueness of the product which
will influence the buying behavior of the potential customers.
• Product detail information on e-commerce website: The organizations must need to
provide all the necessary detail of a product on their electronic commerce website
because it will help the customers to get all the products information under one roof
which will 94 enable more customer satisfaction and the customers will not show their
interest to get the product information from any other medium.

These are the recommendation which will help the organization to ensure more customer
satisfaction as well as financial benefit in the organizational context.

7.4 Future Scope of study

Future scope of the study basically refers to the greater context of the research work. As the
world becomes so fast and technologies are changing day by day. Online shopping has a greater
impact on the customers buying behavior because in future as the technology will grow more it
will help the organization to share their positive motivation in the market. Customers are
nowadays depending on social media as well as online sites for the reviews and the information
of their preferable product and its future this dependency will be more. If the organization will
able to implement the online system in the organization context it will help the organizations to
understand their customer’s motivation and the demands which will help the organization to
make the strategies and the products according to the demand of the products in the market.
Social networking site will help the customers to connect with more people and they share their
motivation and reviews towards any product so online shopping will help the organization to
understand the customer’s motivation and thinking. In short, it can be clear that online shopping
helps the originations to connect with more customers in short span of time and in future more
technology enhancement will help the organizations to enhance their business opportunity in the
global market. Additionally, implementation of an e-commerce website will help the
organization to connect with more potential customers globally.

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Chapter 8

FINDINGS

• 56.7% of customers are male and 43.3% of customers are female.

• Majority of the customers are in the age of 18 to 25 years.
• Majority of the customers uses online shopping.
• 40% of customers make purchase on online once in 6 months.
• 58% of customers tell online shopping site is safe and secure.
• 56% of customers agree that online shopping helps to buy the best products.
• 39.4% of customers use online shopping to save the time.
• 33% of customer use online shopping to get variety of products.
• 50% of the customers think that they can create a viable communication with company
through online shopping.
• 58% of the customers agree that they satisfied with the offers provided by the company.
• 66.3% of customers agree that companies can gain brand value via online shopping.
• 43.3% of customers suggest online shopping to their families and friends.
• Most of the people satisfy with the online shopping provided by the companies.
• 46.2% of customers suggest more safe and fast transaction.
• 35.6% of customers suggests faster and on time delivery.
• Some of the people suggest attractive website and application development.
• 63.5% of customers think that online shopping can provide more facilities than
conventional shopping method.
• 16.3% of customers think that online shopping can’t provide more facilities than
conventional shopping method.
• 20.2% of customers are not sure about online shopping can provide more facilities than
conventional shopping method.
• 61.2% of customers say that price plays the important role in online shopping.
• 21% of customers say that price not plays the important role in online shopping.
• 77.1% customers strongly agree that online shopping had a reasonable return and
exchange policy.
• 43% customer’s uses cash on delivery method of payment in online shopping.
68
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 APPENDIX

QUESTIONNAIRE

1. What is your age group?

18 to 25 26 to 35 36 to 50 50 and above

2. What is your gender?

Male Female

3. Do you think that online shopping can provide more facilities than conventional shopping
method?

Yes No Not Sure

4. Are you using the online shopping facility while purchasing any products?

Always Mostly Sometimes Never

5. Do you think that online shopping enables you to get more information about products?

Yes No Mostly Don't Know

6. Do you think online shopping can help the organization to provide more comprehensive
service to the customers?

Yes Maybe No Don't think

7. Do you think that online shopping is safe and secure?

Highly Secured Moderately Secured Neutral Not Secured Totally Unsafe

8. Do you agree that online shopping helps you to get the best product by allowing product
comparison among different companies?

Highly agree Agree Neutral Disagree Highly Disagree

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9. Why you prefer online shopping?

Time saving Secure Transaction More variety of products Easy accessible

10. Do you think that you can create a viable communication with company through online
shopping?

Strongly think Moderately think Neutral Do not think

11. Do you agree that offers provided by the organizations in online shopping is satisfactory?

Highly Agree Agree Neutral Highly Disagree

12. According to you, does the company can gain the brand value through online shopping?

Highly Agree Agree Disagree Highly Disagree Don’t Know

13. Do you recommend online shopping to your family and friends?

Yes No Mostly Sometimes

14. Are you satisfy with the online shopping provided by the organizations?

Yes Never Mostly Sometimes

15. Would you like to recommend any suggestion to improve the online shopping more?

More safe and fast More fast and on time Attractive website and application
transaction delivery development

16. Do you agree price plays the important role in online shopping?

Agree Not Agree Neutral

17. Do you agree the online shopping had a reasonable return and exchange policy?

Strongly Agree Disagree Neutral

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18. What kind of payment method will use by most of the customers?

Credit card Debit card Bank transfer Cash On Delivery

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