Chapter - 1

Introduction
Consumers must support the industry. In every firm that attracts more customers, the value of the
company's brand will grow. Consumer attraction and satisfaction have been discovered to be
significantly influenced by digital technology. Online purchasing is the most important element
driving consumer attractiveness and customer delight. In today's technological environment, the
majority of businesses use online shopping to both please current consumers and attract new
ones. Online purchasing has a tremendous impact on customer satisfaction. Online shopping is
the fundamental component of electronic commerce, and many clients are directed by this
electronic commerce regarding the way of purchasing things from firms (Souca,
2014).Customers can build a direct relationship with the business by purchasing online, visiting
the retailer's website, and utilizing numerous alternative apps. People's shopping habits have
changed as a result of the use of electronic commerce. Buying anything from a retailer online is
now a reasonably straightforward process because most people have access to basic online
shopping equipment such as cellphones, desktops, laptops, tablets, and many more (Souca,
2014). Customers are pleased when they make online purchases from businesses since it
provides them with a lot of benefits. Customers may choose from a huge number of choices for
any particular product, saving time and, most crucially, allowing them to compare pricing.
In the retail industry, online shopping is known as "e-tailing" or "electronic-retailing." things are
sold to customers for their personal use rather than for resale in e-commerce, and the buyer
consumes the things. Excellent branding is required for internet commerce to prosper. To meet
evolving consumer expectations, the company's website must employ innovative data collecting
methods, be frequently updated, and be simple to use. However, in order to attract and retain
customers, the company must continue to charge reasonable prices for its goods.
If the company is successful in attracting and satisfying more customers through online
purchasing, it will face stiff competition from other huge firms. Due to the effectiveness of
robust distribution, customers do not have to wait long to get the things they have bought from
an e-tailer. Customers must demonstrate their loyalty and confidence in the company in order for
the corporation's business practises to be transparent. For a company's bottom line to thrive, it
must continually gratify customers by providing high-quality products and services at reasonable
costs.
According to this research paper, the online purchasing experience in retail organizations boosts
consumer happiness. The researcher analyzed how satisfied customers are with their online
purchases. This study paper also discusses customer satisfaction strategies.

Background of study
The study paper examines how internet purchasing impacts the retail industry's capacity to boost
consumer satisfaction. Many individuals nowadays find it difficult to envisage their lives without
technology. Online purchasing. Online purchases are more tempting now that the company has
gone digital.
Online purchase has been shown to help the retail business perform better. Before engaging in
online commerce, businesses must first construct their own websites. Online shopping is a
critical component of the retail business. By embracing internet buying, the majority of retail
enterprises have clearly transformed their operations.A lot of retail enterprises have recently
launched online stores.
Online shopping is a unique purchasing strategy that allows customers to purchase items within a
short period of time brief period. Because it is so convenient, online purchasing is the most vital
parts of any business.
Consumers are more relaxed as a result of the convenience of internet buying. Owing to the
simplicity of online purchase, shoppers can avoid spending a lot of time in lines.
Online shopping allows people to purchase the things they require while also allowing
businesses to attract additional customers. Businesses maintain customer satisfaction by
soliciting feedback from customers, assessing internet comments, and posing questions to
customers. All of these strategies are viable.The majority of firms have adopted the practice of
evaluating commodities or online services given by the business via its websites based on their
quality.
Client ratings can be used to evaluate the company's online performance. Some customers
provide feedback regarding the merchandise, online performances, and other things on the
company's websites. Based on this feedback, the company can make changes and innovate to
better serve its customers. In light of this, it is reasonable to conclude that internet purchase
improves customer satisfaction in the retail industry. Going forward necessitates the use of
internet comments as a litmus test. In addition to permitting online purchasing, the company
must ensure the security of the consumers' personal information (Hanifet al. 2010). The key
advantages of internet shopping for customers are time savings, a wide range of products, direct
interaction with businesses, and review checking before making any purchases.Those who are
pressed for time or are elderly can benefit the most from online shopping Also, for people who
are unable to move. Nonetheless, online purchase is being employed by a wide range of clients.
Certain shoppers continue to choose traditional brick-and-mortar establishments over online
retailers (Hanifet al. 2010). As result of online shopping, retail businesses have seen remarkable
success. If a customer does not like a product from a specific brand, they can immediately select
another option. One of the primary benefits of a online shopping is that the company will deliver
the purchased things to the customer's home.

Significance of the research

This research paper will provide readers with a detailed overview of the advantages of internet
buying for the retail sector. This research report will also offer a detailed discussion of the
customer satisfaction tactics. This research paper will also look at the impact of online shopping
on increasing consumer happiness in the retail business. The findings of this study report will be
valuable in future research.

Research Aim
The purpose of this research paper is to determine the consequences of online purchase on the
retail industry. The study report also seeks to ascertain how satisfied customers are with the
goods and services offered by retail establishments.The study also tried to ascertain how online
purchasing has influenced retail organizations' ability to promote consumer pleasure.

Research objectives
In accordance with the research goal, the researcher for this study article completed a few
objectives. These objectives are listed below
● Determine the impact of internet purchasing on the organization's business.
 ● Determine whether clients are satisfied with the products and services provided by the
company.
● How online purchase has influenced customer satisfaction with retail firms.
● To offer potential shops advice on how to incorporate internet shopping into their
business practises.

Research question
The research role The research article's object has developed a few questions in line with the
study's goals. These research questions are listed in the list that follows.
● How have businesses been impacted by online shopping?
● How satisfied are the clients with the products and services of the business?
● How does online shopping affect a retailer's ability to increase customer satisfaction?
● What suggestions are available for retail firms considering using online shopping in
future?

Summary
Customer satisfaction is dependent on these services since online purchase is the only way for
retail firms to be financially successful. As previously said, online purchasing has a big impact
on how customers connect with businesses. Because internet shopping is a type of electronic
commerce, it must be used by both small and large retail firms. The retail sector may expand and
evolve as a result of internet purchasing. Because online shopping saves time, customers can buy
a variety of items quickly.Consumers may read reviews and investigate companies and goods
before making an online purchase. Customers may view many businesses' websites without
physically visiting them. Another significant advantage of online buying is the ability of
businesses to transport things directly to customers' homes. In light of this, it is reasonable to
assert that online shopping largely controls the major problems that customers face while making
purchases, implying that online shopping significantly manages customer pleasure.
Chapter - 2
Literature review
Introduction
This chapter, which is the most crucial in any dissertation, presents the significance and
specificity of the study problem. This chapter examines many publications and journals on the
subject. The major theme of the researcher's study paper is the impact of online shopping on
increasing consumer satisfaction in the retail business. Increased consumer participation in the
business may occasionally impede customer satisfaction.
In this circumstance, the retail industry must embrace electronic commerce, where online
shopping will play an important role. Retailers must ensure that premium items are available
alongside a variety of options and at reasonable prices. A literature review is necessary to
properly appreciate the study topic and assemble the material that has already been investigated
by other writers.

Concept of customer satisfaction

According to Ashim, any business runs because customers and consumers are considered as
kings. Performance of a business depends on Customer satisfaction. Customer Satisfaction is
used to measure how much a customer is happy with any product, its quality and overall
experience. It reflects if the 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” (Mattsson, 2009).
Businesses today are considering how to retain current customers by providing better services.
The era of enticing customers with alluring incentives is passing. A company may win
consumers for life by exceeding their expectations and meeting their requirements. It will boost
the brand's reputation and have an impact on how the company operates. However, if a customer
is dissatisfied, the company may suffer and even lose money. To boost customer satisfaction,
retailers should communicate with customers on a regular basis, collect feedback, and act on it.
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 Hansemark and
Albinsson (2004). They also emphasise that a customer's overall attitude towards a product
supplier is one of contentment. Customer satisfaction, according to Hoyer and MacInnis, who
agree with this statement, refers to a person's level of contentment with the service or product.
Furthermore, they claimed that satisfied customers recommend the product or service to their
friends and family. Customer satisfaction is a critical component of the company's impressive
financial results. The satisfaction of the customers has become conceptualized by progressing the
time, processing the results, effective evaluation, cognitive evaluation and basic sentiment of
fulfillment (Souca, 2014). Customer satisfaction is calculated using responses impacted by the
summary and based on a cognitive assessment. Customer happiness is difficult to define. It has
been also stated that the concept of customer satisfaction is changed by knowledge of economic
enhancement (Souca, 2014). When describing customer happiness, it's also important to mention
the two key components: customer joy and customer discontent. 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). A strong relationship is
seen between customer satisfaction, customers; delight and customers’ dissatisfaction (Souca,
2014). It has been established that a company's products and services are produced in response to
customer demand, thus it is critical to deliver appealing, high-quality stuff.
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). Most articles state that if customers are satisfied, the company's brand
image will improve. As a result, the corporation must satisfy clients by offering high-quality
items at competitive rates and in a range of designs. It has been identified that the customers'
satisfaction and quality attributes had nonlinear as well as an asymmetric relationship (Taylor
and Baker, 1994).
Factors affecting the satisfaction of customer in Retail Industry
Customer satisfaction grows when a company is able to satisfy the needs of its customers.
Customer satisfaction is the most important factor in encouraging success and competitiveness.
Customer satisfaction explains how continuous performance is measured.The reaction of the
customers is expressed by the customers' satisfaction (Hanifet al. 2010). Client pleasure is
important in retaining customer loyalty.
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). The word "customer services"
refers to the activity system, which includes the customer support system, the speed with which
complaints are addressed, the simplicity with which complaints are submitted, and the
friendliness of the reporting process.
The services of customers are controlled as well as provided by the company’s customer care
service department (Hanifet al. 2010). If a firm wants to boost customer satisfaction, it must
prioritise the performance of its customer service department. Customers' issues should be taken
seriously by the company's customer care representatives. On the other hand, it has been defined
that the company needs to make the fair price of the products (Hanifet al. 2010). If the pricing of
its goods are set correctly, the firm may give tough competition to other competitive enterprises
in the retail market. However, it is very difficult to make a products’ price and for this reason, the
customers’ satisfaction level has fallen (Hanifet al. 2010). Customers always want to pay fair,
reasonable, and acceptable prices for high-quality items, which is critical to the business. The
price perception directly influences the customers’ satisfaction whereas the price fairness
indirectly influences the customers’ satisfaction level (Hanifet al. 2010). Pricing fairness has a
big impact on consumer satisfaction. The price fairness refers to what people believe.
 Figure 1: Customer satisfaction factors
Source: (Mattsson, 2009)

An organization can measure the satisfaction level of any customer by measuring how much the
organization is able to fulfill the expectation of the customers. According to Puccinelli (2009),
schema, goal, information, attitude, affective processing, atmospherics, processing and consumer
choices are major factors of consumer decision process. Price is one factor that impacts
customers. If the same product is provided at cheaper money elsewhere, the business will suffer.
By giving the lowest price, a client is enticed to buy from a firm. Low prices do not ensure that
customers will be satisfied with the products. The quality of the product is another key problem
that has an influence on the business.Customers expect to receive the best deal at the lowest
price. According to Freymann, consumer satisfaction with a retail store's service and the
possibility of making more purchases from that firm are closely connected. Clients' attitudes
towards firms are influenced by the offerings offered to them. To stay in business, merchants
should provide incentives to loyal customers. How staff handle customers also has an influence
on consumer satisfaction. Thus, skilled staffs are needed to assist the customers (Duarte et al.
2018).

Strategies followed by companies in the retail industry to satisfy customers:

According to Chamhuri and Batt, businesses must use effective segmentation and targeting
tactics to boost consumer satisfaction. The authors make it abundantly apparent that targeting
will assist the company in focusing on its ideal audience in order to produce a profit, and that
segmentation strategies will assist the company in categorising its potential customers into
separate groups. According to Slamet et al. (2015), firms must take their clients' needs into
account when formulating strategies. The report also shows how crucial promotional activities
are for retaining clients and how they help organizations reward loyal customers.
According to Grewal and Levy (2007), retail product pricing has a major impact on customers.
To achieve pricing justice, firms must ensure that the prices they charge are fair, reasonable, and
defensible. The author also emphasises that consumers will buy goods that help them value their
money, and businesses must have a sound plan in place that prioritises customers' financial
worth.
According to Hassan and AbuBakar (2010), fair pricing will help organizations acquire a
competitive advantage. It will also increase consumer loyalty and satisfaction among prospective
customers. Numerous authors emphasized the same point, stating that when it came to consumer
satisfaction, pricing was a critical company quality that could not be overlooked.
Businesses must give new, free services as the world evolves faster to help them build their
market position. Furthermore, organisations must enhance their IT operations to help consumers
by lowering wait times and increasing customer satisfaction. The client is one of the most
important aspects for any sort of corporate organisation to run successfully in both local and
worldwide marketplaces. It should be highlighted that preserving client satisfaction is seen as a
critical stage in order for a commercial organisation to succeed. In order to satisfy the customers
of such firm organizations, corporations in the retail industry use certain strategies.
Among the strategies are the following:
Pricing strategies: Pricing strategy is one of the most important methods employed by retailers.
Customers routinely review and defend whether the prices established by the corporation are
reasonable for the goods. It should be stressed that accurate pricing is a critical and essential step
for the retail company organisation in order to generate and maximise profit by insuring
consumer loyalty and 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.
● The variable pricing strategy: The variable price strategy presupposes that the regular
sale appeal, whose approach is being promoted through sales, such that that a normal
 period exists for pricing modifications. Customers prefer this pricing strategy since it
may provide them higher discounts on the products. Given that consumers are price
sensitive, it is worth noting that this strategy is more beneficial to firms in retail sector
because it boosts the amount of people entering the company's retail outlets and develops
customer loyalty.
● The fixed pricing strategy assumes long-term constant price implementation over a long
time period. The fixed pricing strategy bets on efficiencies generated through tight client
engagement development and product management simplification.

Product quality improvement strategies: Enhancing product quality is another method

employed by corporate organizations in the retail sector to satisfy customers. The quality of
goods and services provided by businesses influences how satisfied their clients are. Consumer
judgements on the quality of goods and services given by retail enterprises are usually connected
with certain traits, such as dependability and stability, according to Hennig- Thurau and Klee's
(1997) research. As a result, enterprises in the retail sector use the highest and most efficient
quality to generate high-quality products and services. Customer views of the quality of goods
and services are always changing.As a result of their continually growing quality, consumers
always have positive evaluations of the items and services given by retail companies. Buyers
also notice consistent quality, thus they continually seek things with consistent quality. As a
result, enterprises in the retail sector have been stubbornly adhering to this strategy in order to
satisfy clients to a large extent and keep their market position.
Marketing strategies: Another tool used by retail organizations to ensure complete client
satisfaction is marketing strategy, which is also one of the most long-lasting methods. The retail
sector follows this method, which consists of a number of efforts that assist the firms in
maintaining excellent client connections. It is vital to note, according to Dudzeviit and Peleckien
(2010), that firms can determine consumer preferences through marketing strategies. As a result,
firms can use their assets and talents to meet both market demands and customer whims.It should
also be highlighted that packaging and presentation affect customer engagement and loyalty.
Retailers lay a high focus on the packaging and appearance of their items in order to effectively
draw customers' attention and loyalty. Retail enterprises also provide thorough information about
their products and services to their clients, which piques their interest.
Retail businesses use a range of tactics to please their customers. They provide discounts and
rewards to loyal clients. Presenting offer cards is a widespread trend nowadays. Customers earn
points for every dollar spent in this manner, which they may redeem for greater purchases.
creating a company's Facebook page and Instagram account, as well as leveraging social media
advertising to reach out to people online. Retailers use the referral approach to acquire new
consumers while also rewarding current customers with reward points Shops frequently use
promotions such as Black Friday with large discounts to attract customers (Puccinelliet al. 2009).
This not only attracts new clients but also keeps returning customers delighted.

Customer satisfaction models

Connect to model of customer satisfaction Evaluates the impact of product, its price, and its
advertising on people and their performances.

Figure 2
Customer Satisfaction Model

Kano Model of Customer Satisfaction – Introduction

Because retaining existing consumers is more beneficial to the firm than recruiting new ones,
retail businesses are now focusing on retaining their present audience.
And customer loyalty depends on the customer’s impression regarding the product and its
quality. (Krassadaki and Grigoroudis, 2018) The Kano model was first published in Professor
Kano's work in 1984. The Kano model provides a method for comprehending client desires,
which may subsequently be used to create or improve the product and aid in customer
satisfaction. The Kano model provides solutions to problems such as how to please customers
and what services and items are available to them.

Figure 3: Kano model of customer satisfaction Source: (Krassadaki and Grigoroudis, 2018)

According to Kano's Model, the following elements influence customer

satisfaction:
Basic aspects: Consumers regard fundamental aspects as requirements. Consumers get
unsatisfied if these basic requirements are not provided, and they are not satisfied even when
these requirements are met. Consumers expect this level of quality to be standard.
Factors influencing performance: The level of happiness and performance parameters vary in a
linear fashion. If performance is a excellent, the client is delighted and satisfied; if the
performance is subpar, the customer is dissatisfied and angry.
Excitement factors: Customers are delighted and stimulated by the thrill factor. Consumers are
often content with this aspect because it entices them with incentives, but consumers are not
normally angry if it is absent. Kano's Satisfaction model's additional three attributes have little
effect on customers. They are the Reverse quality, Indifferent quality, and Uncertain quality.

Concept of online shopping:

Internet shopping, often known as electronic shopping or online shopping, is the act of
purchasing goods and services via a computer browser while connected to the internet. Using a
computer, a television with an internet connection, or a mobile phone. According to Hooda and
Singh (2018), research has indicated that many people who have hectic schedules and lack the
energy or time to spend their valuable time browsing for their favorite products prefer to do their
shopping online. It has been shown that as people embrace internet purchasing, they are gaining
confidence. Online or internet shopping is fast expanding at a breakneck pace, and its immense
popularity is growing by the day. It is made possible since it is essentially a practical technique
of acquiring the required goods and services. Customers can utilize a web browser and the
internet to identify the desired goods and services from a sales professional when they go
directly to the retailer's e-commerce website.
Rowley Jennifer (1998) defines online shopping as "basically electronic commerce that allows
prospective buyers to acquire things from a seller via the internet." Furthermore, Rowley
Jennifer's (1998) study demonstrates unequivocally that purchasers conduct online product
research, evaluate similar products found on other websites, and then select those that combine
reasonable pricing with high quality. There are two types of internet shopping: B2B and B2C.
B2B is for business-to-business, and B2C stands for business-to-customer. Selling a product to
another company is what business-to-business is all about, and delivering a service to customers
is what business-to-customer is all about.
According to Weber and Kollmann, online technologies provide many competitive advantages
such as individuality, agility, interactivity, and selection (1998). According to Weiber and
Kollmann (1998)'s poll, online shopping has surpassed instant messaging and internet browsing
to become the third most popular pastime. Consumers buy a product from any online business
based on customer reviews, graphic design, and extra services, according to Kotler (2003).
Hence, in order for organizations to grow financially inside the framework of the organization,
these things must be celebrated.. As technology advances and people's schedules become busier
by the day, they increasingly rely on internet shopping to save time and choose from a wide
range of things.

7 Preference of customer for online shopping:

Consumers' preference for online purchases is rapidly evolving. There are numerous aspects that
contribute to its viability, some of which are given below:
Convenience is a significant benefit that consumers have obtained from internet purchasing.
Consumers can now purchase goods and services without having to go to a mall or supermarket.
Individuals benefit immensely from the availability of internet shopping since they can buy what
they want on their own time because it provides services around the clock (Chin and Goh, 2017).
It should also be highlighted that clients can take advantage of all the benefits of online shopping
from any area or position as long as they have an active internet connection. It is extremely
beneficial to those who have demanding schedules.
Information: Another advantage that online purchasing has provided consumers is accurate
information on retail products and services.The structure of a business. As compared to physical
stores, online retailers provide consumers with more accurate, appropriate, and comprehensive
information on the company's products and services since retail businesses want to grow their
sales and profits through electronic shopping.
More options: One of the primary benefits of online shopping for clients is the chance to select
the best products from a variety of alternatives. Online stores offer a greater selection than
traditional retailers, who must exhibit their merchandise attractively in order to attract customers
(Chin and Goh, 2017). As a result, they can maintain more inventory.
Exclusive deals: This is one of the most important bonuses that online shops provide to their
clients. Internet shops provide their clients with a variety of exclusive bargains. Clients can select
the best offer based on their requirements. Customers can first identify the available options
before deciding which ones best meet their needs.
Shipping support: Customers can get help with product delivery from online shops. Customers
are willing to pay a little fee for this since it prevents them from having to waste important time
travelling to offline stores and lugging these things home, which is also a strenuous and
unpleasant chore for people with hectic schedules. In this scenario, internet purchases provide
them the option of affordable delivery (Chin and Goh, 2017). It should also be mentioned that
certain online retailers do not charge for shipping.
Competitive pricing: Customers who purchase at online retail stores also benefit from
competitive pricing. Customers purchase things from internet retailers less frequently than they
do from actual storefronts, according to research. Internet merchants can now operate rent-free
and execute cost-effective marketing efforts through social media. It helps to reach more people
at the same time. This aids the internet shops in capturing the attention of clients. This steadily
lowers the cost of internet merchants' items while also taking consumers' financial demands into
account.
Rating and review: According to consumer research, rating and review are two of the most
important benefits that help consumers. Customers can read the reviews and ratings left by other
customers. Consumers are assisted in selecting the best products from the available alternatives
based on the ratings and reviews of the goods or services.

Strategies followed by the companies under the retail industry for promoting
the product online:
Retailers have used a variety of methods to sell their products online. A handful of these
strategies are listed below.
Inter- and cross-category effects: one of the most important strategies utilized by internet
retailers. The value of the things sold on the internet is evaluated. by them and make an effort to
attract clients by emphasizing the benefits and characteristics of their products. They advertise
both replacement and complementary items and strive to encourage clients to purchase theirs in
order to gain long-term benefits.
Loyalty programmes are just another way for retailers to advertise their products online.
Customers that continually demonstrate their devotion by purchasing the company's products are
rewarded with retail business incentives. Similarly, retail businesses have devised similar
programmes to encourage repeat business from existing clients in the organization's target
market as well as to avoid competitors by purchasing from them frequently.
System of online recommendations: Another method used by retail enterprises to advertise
their items is the employment of a system of online recommendations. They try to capture
consumers' attention while teaching them about potential savings. They make an effort to
guarantee that their products are economically valuable to consumers and persuade them to
purchase them.
Customer preferences: This is one of the strategies employed by retailers to promote their
products online. Customers' preferences regarding where to shop, what to buy, and so forth
change from time to time. Retail establishments are always ready to meet the needs of their
customers (Lim and Lee, 2015).
Retailers heavily rely on the Internet to sell their products. To sell things online, retailers use a
range of strategies, including
Content marketing is the process of creating and publishing assets such as films, images, and
information on the official website in order to advertise the items and attract clients. When
selecting material, keep the target audience in mind.
Email marketing is a method of advertising products via email. Everyone who visits the official
website should be asked to send an email. The established email list can then be used to promote
the product or an upcoming product.
Businesses are increasingly using social media to market their products on a regular basis.
Facebook, Instagram, and Pinterest are a few examples. Businesses may use it to reward
customers and advertise their products by providing discounts.
Affiliate marketing involves users advertising and promoting items on their blogs or websites in
exchange for a percentage of the revenue from each transaction.
Mobile e-commerce is popular since it is simple to place an order while at work or on the way to
work. As a result, app-based internet shopping is an excellent way to sell things.
Press releases are another method of product promotion. The company should first assess the
product, its target market, and the substance of the press release.
Sponsoring/Events Organizing events or offering support for existing ones is an excellent way
to promote both the company and any products.

Impact of online promotion of retail products on influencing the purchasing

decision of customer:
Online marketing has a big impact on business nowadays. The concept of internet product
promotion for the retail industry is also continuing. As a result, this internet advertising for retail
goods has had a range of repercussions and has influenced consumers purchasing decisions
.Consumers can choose what they want by carefully reviewing the various options. It should also
be highlighted that retail businesses are using vibrant colors in their internet marketing strategy.
providing eye-catching images of their products, which finally aids in attracting clients and
increasing their level of participation with the organization. Furthermore, proper and sufficient
product information assists clients in making product selections. According to Liet al. (2018),
because internet shopping methods are straightforward and user-friendly,
It makes it easy for clients to purchase items using multiple methods. It should also be
highlighted that this contributes to increased consumer self-efficacy. If consumers had a pleasant
online shopping experience, they will most likely continue to buy their chosen things online in
the future. According to Shultz et a lInternet retail product promotion clearly assists the
organization in rapidly increasing financial gain. The author also emphasized that organizations
must understand client expectations and plan accordingly.
Consumer purchasing behavior is primarily concerned with consumer motivation and the major
influences on consumer decision-making. As a result, internet promotion must respect the
cultural and social characteristics of the clients and recognise that none of these 38 criteria will
be limited when promoting any retail commodity or service.
According to the International Journal of Economics and Management Sciences, culture is a vital
component in any customer's purchasing behavior. Social media has a big impact on how buyers
make purchasing decisions. Companies spend money promoting their products on social media
channels, where people engage with the products and provide feedback. Other customers read
those reviews before making a purchasing decision and explain why they chose that particular
product or service. During an online campaign, customers have the opportunity to
criticize any goods, and if they are satisfied with the service or the product's description, they
may also provide a positive review.Customers can choose from a selection of comparable
products and evaluate the quality of each one using internet advertising. According to Shultz et
al., most buyers will buy things with reasonable prices and high quality. When making a
purchase, customers examine five factors: need recognition and problem awareness, information
search, alternative evaluation, purchase, and post-purchase evaluation. Organizations must be
cognizant of these five components when promoting any product.

Impact of online shopping on customer satisfaction in the retail industry

Online purchasing is a rapidly growing trend in our digital world. Customers are increasingly
preferring online shopping because it assists them in a variety of ways when purchasing their
preferred things. Because the company does not have a physical location in the market, the
online store must feature all of the precise facts about its products. Consumers are pleased
because they receive precise product information. Individuals with hectic schedules who don't
have enough time to spend their valuable time shopping at malls have benefited significantly
from the time-saving feature. products. According to Duarte et al. (2018), internet shopping has
evolved into a more practical choice for those with hectic schedules because it frees up time for
more vital duties. They have also benefited from the rating and review system because it allows
them to read other people's opinions and select the best items depending on their needs.
According to Paulo, Susana, and Margarida, a consumer's decision to purchase a product is
influenced by how fast and easily they can contact a retail company. Consumers may now access
these benefits more easily thanks to internet shopping, which allows them to place orders while
relaxing at home. Businesses may increase the usefulness of their mobile applications to attract
more clients. Customers like online shopping because it saves them time and effort.
Accessibility: Accessibility, according to Seiders, relates to how fast and easily customers can
reach to retail outlets. The consumer cannot enjoy shopping if they cannot get to the stores.
According to King and Liou, the usability of store websites and mobile applications influences
consumer perceptions of customer satisfaction in online purchasing. According to Beauchamp
and Ponder, search convenience relates to how easy it is for buyers to search for and locate the
things they wish to buy.
Many tools are accessible on the internet to provide customers with this convenience. Shops
might use the services of other companies or their own technologies to make product searches
easier. When searching is made simple and convenient, customer satisfaction rises.
Convenience of assessment - This word refers to whether or not a product's description on a
website is detailed and easy to grasp. The descriptions are often written in such a way that it is
easy to understand what a product is. The buyer can magnify the image to notice a specific
feature and converse with other product users. Due to rising competition, the retail industry
cannot thrive solely through the online medium. They must personalize their offerings for each
client. Customers today want to get what they're looking for quickly, so the retail business should
use technologies to analyze and identify their shopping patterns and browsing histories.
Shopping bots can also be used to direct shoppers to the things they seek. Because of the
personalized service, the user may believe that the buying experience is simple, which makes
them happy and content.
The shortest transaction time, ease, and smoothness required for a consumer to initiate or
change any transaction is defined as transaction convenience. The faster the transaction, the
better the experience. The nicest part about shopping online is that shoppers may escape long
queues. 2001 (Wolfinbarger and Gilly) (Wolfinbarger and Gilly). Concerns about security and
privacy make online transactions challenging.
People's opinions towards online purchase, according to Javadi, are influenced by the prospect of
losing money as well as other critical facts. As a result, merchants must verify that payments
made through their payment gateway are safe and secure.
possession convenience as the ease, cost, and time required for a client to obtain desired
products. Stocking strategy, manufacturing timing, and delivery window can all have an impact
on them. As a result, the consumer must wait until the item is delivered to them before taking
possession of it, which could take several days. In contrast, the client only receives the
merchandise after making a payment in traditional purchasing. One-day delivery is just one of
the many services being introduced by the retail sector to reduce the duration of possession.

Literature gap
This study paper has provided a lot of information that is both abundant and relevant to the
study's focus on how online shopping has increased consumer pleasure in the retail business.
This research piece presented an exploratory idea about client satisfaction. This research study
also emphasized how internet purchase helps to increase consumer happiness in retail
companies. But, while conducting this study investigation, the research function encountered
significant complications. This study report does not focus on any specific retail business. This
study did not address the right problems of online purchase while enhancing customer happiness.
Chapter 3: Research Methodology
Research methodology describes the various layers of procedures and tactics that contribute in
reaching the major aims of a study. The research onion described in detail by Saunders et al.
(2009), which contains layers such as research philosophy and approach. Plan, choices, dates,
technology, and processes are all important considerations. The research procedure chapter is
critical because it describes how samples will be gathered and processed to provide results that
fit the study's objectives. In order to perform an effective and well-structured study, the
researcher must select the best technique for the research. This chapter covers the research
method employed in this study. It starts with the research philosophy and ends with a detailed
description of the study's time frame.

Figure 4: Research Onion Source: (Saunders et al., 2009)

Positivism in Research Philosophy

According to Mackey and Gass (2015), the very first stage in developing a research project is to
think about it.
Businesses are increasingly marketing their products on social media on a daily basis. Examples
include Facebook, Instagram, and Pinterest. Businesses may use it to reward consumers and
promote their products by providing discounts.
Affiliate marketing involves individuals promoting and selling products on their blogs or
websites in exchange for a percentage of the sales proceeds.
Because it is convenient to place an order while at work or on the way to work, mobile
e-commerce is widely used. As a result, employing apps for online shopping is an excellent
approach to sell items.Press releases are yet another method of product promotion. The firm
should first evaluate the product, its target market, and the press release content. Mostly, primary
data is collected for positivist philosophy. Therefore, realism philosophy cannot be pursued
unless the research topic fits the chosen approach. Interpretivism, on the other hand, ensures that
smaller sets of samples are explored and analyzed qualitatively (Flick, 2015). After analyzing
each of these theories, positivist research philosophy was picked and followed throughout the
research project.
Justification: Positivism was chosen as the finest research philosophy because it allowed the
researcher to work with large numbers of primary data samples, which are required to do
research. attain the goals of this study's research. 46 was also able to perform an organized
research because of positivist thinking, which aided in data collection and processing speed. The
researcher was free to apply both qualitative and quantitative data analysis approaches, according
to this mindset.

Research Approch
An proper research approach aids in the improvement of information on how to perform the
study, which aids in the acquisition of real data. The research approach is determined by the
primary research variables collected from the main research topic. Both deductive and inductive
research methodologies were employed in the study to analyze the data and build a
well-organized study plan. Deductive research methodology was chosen above the other two
research approaches since it requires no prior hypotheses to be developed.
Justification: The deductive research approach is founded on the research question, aims, and
objectives obtained during the research process. The deductive research method is used to
achieve a conclusion by employing well-known procedures and premises (Pierre, 2012). A
deductive strategy is utilised to connect the premises of online purchasing and conclude that the
buyer would be delighted. This research strategy is highly applicable to general research
assignments. As a consequence, it is warranted.
Research Design
The three primary types of research methods found in the research onion are explanatory,
exploratory, and descriptive research design procedures. Using an explanatory research design
method makes it easier to identify the core difficulties that have emerged during the study
activity. The exploratory research design assists in identifying and emphasizing the primary
concerns as well as the historical context.
Justification: A descriptive design connects the research project's goals to the results obtained.
Given that the primary goal of this research project is to link the findings to the study objectives,
the descriptive research design was chosen. In descriptive design, specific situations are
extrapolated to general norms. The chosen concept of online shopping ties to the underlying
assumptions and obtains customer happiness as its conclusion.

The research strategy, a quantitative survey was conducted.

The research strategy, according to Walter and Andersen (2013), is a factor that enables the
researcher to accumulate valuable data on numerous research methodologies and tactics.
Interviews, focus group, case studies, interviews, and surveys are among the tactics used in the
research plan. These strategies aid in the expansion of secondary data collection. There has been
no direct information gathering for this project. A large amount of information has been gathered
by employing strategies that analyze secondary data. Secondary data sources included online
library resources, scholarly papers, websites, and news reports.
Justification: Surveys and interviews were used as the primary data collection methods for this
investigation. Because both open-ended and closed-ended questions were required, they were
included in the main data collection technique. The closed-ended questions allow for more
in-depth study and the development of communication skills. The interview approach was
chosen by the research team because it delivers high-quality and reliable data for the study. A
quantitative survey was undertaken since it collects accurate data from respondents who are
asked about the success of internet transactions.
Research Method
A research technique is a method that condenses the whole research methodology into a single
frame. This research framework provides the fundamental and methodical structure that steers
the research endeavour in the appropriate direction. This online shopping survey was conducted
in order to improve consumer happiness in the retail business. The retail business will be taken
into account. The major data gathering approach for this study was chosen by the researcher
based on the relevant issue area.
Justification: The researcher employed a non-probability sampling strategy to choose
respondents for the survey procedure. In terms of the social media influence, respondents were
simply posed questions at random without regard for their demographics. Responses are
collected at random. Non-probability sampling approaches employ random selection, and each
researcher's subjective opinion is recorded.

Sampling Technique- Simple Random Probability and Non-Probability

Sampling
The sampling technique is regarded as a critical aspect in empirical research projects when the
company's primary goal is to draw conclusions about the target population. Two sampling
approaches have been proposed: one based on probability and the other on non-probability.
Justification: The researcher utilized random chance selection, and 104 of the 150 consumers
chosen agreed to participate in the study. Using a non-probability selection technique, the
researcher recruited two employees from diverse retail organizations for the interview procedure.
104 retail respondents were chosen for the study because they supplied the highest percentage of
reviews and comments when chosen at random, without regard for the respondents' feelings or
gender bias.

Sample Size
Sample size refers to the process of selecting duplicates and numbers from the observations in a
statistical sample study. The survey was completed by 100 of the 150 people that were recruited
for the study project. The researcher employed non-probability sampling approaches to reduce
the irrationality of the responses. Using this sample approach, the researcher recruited two
employees from retail enterprises to interview in order to get qualitative data relevant to the
study's topic. Because each survey participant answered the same set of questions, all 50
responses were provided at the same time.

Research instruments
The researcher used a range of tools for the research. The research questionnaire was used to
gather first-hand information regarding the study's topic. Furthermore, additional apps such as
MS Excel were utilized to acquire and alter primary data gathered through surveys. The
qualitative data from the interview procedure, on the other hand, was collected using MS Word.

Data Analysis-Quantitative and Qualitative

Research data analysis is used to acquire and analyze data for the goal of achieving research
objectives. The statistical data analysis tool used in this research is one of the best data analysis
tools available. The statistical data analysis tool includes calculations for the median, mode,
mean, and standard deviation. The researcher will need to adjust the responses in the analysis
section, according to Wahyuni (2012). This is because the management will not provide full
solutions to the questions posed. Also, statistical data will have no effect on the data analysis
technique, it can be stated. The researcher employed both qualitative and qualitative data
analysis methodologies to analyze the data acquired throughout the investigation and reach a
sound conclusion.
In this research project, Because a questionnaire survey approach was used, quantitative
research analysis was used. Using a qualitative data analysis technique, the researcher compares
the responses of the respondents to the data from the interviews. For productive study, a data
analysis tool is required (Groenewold and Lessard-Phillips, 2012). The researcher employed
quantitative and qualitative data analysis methodologies to collect more precise and relevant data
on the research issue and develop a convincing study result.
Chapter 4: Data Analysis
Introduction
In chapter three, the purpose and justification of mixed method research design are extensively
defined and provided. A mixed approach of study was utilised in the research design to produce
an exponential image of the scale of the retail company in accordance with its range of demands
for the usage of online platforms. To acquire full responses, a combination of qualitative and
quantitative research approaches was utilised, as stated in chapter two.
This chapter presents data from quantitative and qualitative research approaches. This chapter
also provides a thorough description, analysis, and interpretation of the findings to aid in the
continuing research process.
The study's findings were presented as an analysis of quantitative data gathered through the
survey method and documented by the questionnaire, followed by qualitative data obtained
through interviews with retail industry managers.

ANALYSIS AND INTERPRETATION OF DATA

Data analysis is the process of bringing meaning, structure, and order to a huge quantity of
acquired data. It is an enthralling creative process that takes time, is untidy, and has uncertain
results. For data analysis, research-related logics must be applied. Inductive and deductive logic
are used in research analysis and interpretation. The interpretive approach, a component of the
qualitative approach, analyzes data using logical reasoning. This study is heavily reliant on the
behavior of the study volunteers. The data supplied in the topic is mostly used by the researchers.
The hybrid method to thesis data collection combines quantitative and qualitative data collection
techniques.

Analysis of Quantitative Data

Using quantitative analysis, the researcher was able to obtain new information on the subject as
well as other points of view. To collect information, each survey respondent was given one of 15
pre-programmed questions. The study questionnaire was distributed to 100 randomly selected
survey participants in order to collect the survey's primary data, which was then stored using
Microsoft Word and MS Excel.

1. What is your age group?

Response of the respondents Percentage of respondents Number of respondents

Total number of respondents
18 to 25 years old = 51.9%
26 to 35 years old= 34.6%
36 to 50 years old = 10.6%
Above 50 years old = 2.9%

Analysis - The respondents were given four options. There were four age groups to choose from:
18 to 25, 26 to 35, 36 to 50, and above 50. According to the data acquired, 51.9% of the
respondents were between the ages of 18 and 25. 34.6% of respondents were between the ages of
26 and 35. 10.6% of respondents classified as being between the ages of 36 and 50, while 2.9%
stated they were over the age of 50.

2.What is your gender?

Response of the respondents
Female - 56.7%
Male - 43.3 %

Analysis - After determining the age range, the respondents attempted to determine the gender of
the selected individuals. Male and female alternatives were provided. The male demographic was
made up of 59 out of 104 respondents, or 56.7%. The remaining 45 respondents (43.3%) were
female.
3.Do you think that online shopping can provide more facilities than conventional shopping
method?

Analysis - Following the gathering of basic information about the respondents' age and gender,
the question of whether online shopping facilities have the ability to offer more advantages and
facilities than traditional purchasing processes was posed to them. The answer was mostly
positive, with 63.5% of those polled admitting that online shopping has various advantages over
traditional shopping, such as efficiency. 16.3% of respondents disagree, claiming that they do not
believe online shopping has changed the way people shop. The 20.2% of respondents stayed
silent in response to this question.

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

Analysis - The following question questioned respondents if they used online shopping when
making purchases. 21.2% of those polled said they usually buy a range of items online. 39.4% of
respondents said they rarely use the internet for shopping because they prefer conventional
methods. The remaining 38.5% of respondents admitted to buying things from well-known
e-commerce companies' websites on occasion.

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

Analysis - It was at this point that a favorable decision for online facilities was reached.
According to the data, 58.7% of the chosen participants strongly agree with the notion of online
shopping or e-commerce. Portals provide more data and information about products than
traditional shops and enterprises. A healthy 21.2% of respondents believe online shopping sites
occasionally provide more information on the things that customers desire to buy. Because 1% of
respondents selected the neutral option for this topic, they did not provide any feedback. 19.2%
of respondents strongly disagreed, claiming that online purchasing did not provide more product
information.
6. Do you think online shopping can help the organization to provide more comprehensive
service to the customers?

Analysis - The researcher's next objective was to understand more about the services that an
online facility can provide to its users. The respondents were asked if they used the internet. The
organization can benefit from the comprehensive customer service provided by a retail center.
The respondents were given four options. 40% of those polled felt that proper courier services
and discount choices make internet shopping a viable option for many people. Only a few
e-commerce enterprises, according to 30% of respondents, provide convenient and
all-encompassing services to their customers, while the rest of businesses fall short. These
respondents selected moderately think. 13% of respondents selected the neutral option. They
were unsure about the correct option offered by the responders. The remaining 17% of
respondents do not believe that online purchasing delivers thorough customer service.

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

Analysis - The seventh enquiry of the researcher focuses on the security and safety of a
ecommerce portal users who use online purchasing systems. The responses were positive
comments regarding internet purchase alternatives. According to 16.3% of respondent, online
shopping systems or portals are exceptionally secure because their sole responsibility is to
protect sensitive client information. Furthermore, there is very little chance that sensitive data
such as credit card information will be compromised. The sites were judged as having a
reasonable level of security by 55.8% of the participants. They claim that a small minority of
websites do not provide users with adequate security.
These sites are quite easy to breach. As a result, they chose the alternative that was only slightly
secure. Neutral responses accounted for 22.1% of all responses. 4.8% of those polled agreed that
these websites typically contain malware and viruses and that their sole purpose is to steal
sensitive information from users. As a result, they chose the riskier option. The remaining 66
respondents, or 1%, unequivocally denied the security of internet purchasing portals. They took a
very risky step.
8. Do you agree that online shopping helps you to get the best product by allowing product
comparison among different companies?

Analysis - Internet shops also allow buyers to compare a certain product to a number of other
products. Online shopping, according to 20.2% of respondents, provides the best resources for
comparing products from the same or other companies. According to 55.7% of respondents, this
one-of-a-kind facility is not feasible in the way that most purchases are made. In response to this
question, 18.3% of those polled remained silent. 4.8% of respondents disagreed, claiming that
these comparisons frequently fall short of determining customers' desires. The traditional
purchasing approach provides the personal touch that customer service representatives are
frequently obliged to provide. Nobody in the debate strongly disagreed with a question.

9.Why do you prefer online shopping?

Analysis - The researcher conducted a secondary study after questioning the participants why
they preferred utilizing the internet to buy things. They were offered with four options. When
asked if they preferred the benefit or feature of saving time when shopping online, 39.4% replied
yes 8.7%.The majority of respondents stated that their preference for online shopping was
exclusively due to the security of their transactions. This, according to 32.7% of respondents, is
due to the broad variety of items available. The majority of respondents, or 19.2%, mentioned
the convenience of the online approach for customers. Millions of products are available from
the comfort of one's own home.

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

Analysis - The researcher then queried whether clients and users of online buying platforms
could effectively engage with the organization 22.1% are convinced that online shopping
platforms have developed effective customer communication methods. 50 percent of respondents
expressed a modest confidence that e-commerce enterprises have built feedback facilities to
understand their customers' worries and questions. In response to this question, 19.2% of those
polled said they had no opinion. Human touch, according to 8.7% of the remaining respondents,
is still the most effective form of communication. As a result, they claimed, an online system
would be unable to provide users with adequate communication capabilities.

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

Analysis - Consumers might benefit from enticing deals from online buying portals. As a result,
the eleventh question in the poll tried to ascertain respondents' thoughts on the offers. supplied
within the firm through a shopping option online. Because these are widespread in more
traditional purchasing ways, 16.3% of respondents strongly believed that internet shopping
systems provide 72 customers with profitable incentives such as discounts and gift coupons.
Well-known online shopping portals, according to 55.8% of respondents, do offer excellent
prices on a variety of products via websites and mobile apps. During the interview, 26% of the
participants remained silent. 17% of respondents disagreed with the subject of the inquiry. They
claim that many of the country's e-commerce websites do not provide their customers enough
discounts and routinely charge delivery fees. The remaining 1.9% who chose the last option,
strongly opposed, agreed with them.

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

Analysis - The upcoming question provided by the researcher to the participants concerns the
relationship between a company's brand value and an online shopping site. 17.3% of those polled
feel that the launch of internet shopping portals always boosts brand exposure among new
prospective customers. As result, the company's reputation and brand value improve. 11.5% of
respondents disagree, thinking that tactics other than online shopping portals can be utilized to
increase a company's brand value. The remaining individuals were unsure about the relationship
between brand value and online purchasing alternatives. So they chose that option.

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

Analysis - According to the survey results, about 43.3% of respondents would like to encourage
their friends and family to shop online. They also emphasized the ease of doing business online.
They are reaching out by leveraging word-of-mouth advertising. They routinely urged friends
and family to shop online while they were enjoying attractive discounts. Furthermore, they
claimed that a number of recent promotions, discounts, and other services have been made
available to clients, easily enticing in a huge number of new ones.According to the research, the
remaining respondents are dissatisfied with the online service and are unwilling to tell their
friends and family about it. They emphasized that internet purchasing is untrustworthy and that
wrong deliveries are occasionally made.

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

Analysis - According to the aforementioned 104-respondent survey, 36.5% of them are pleased
with the online service and feel that it saves them both time and money. They were satisfied with
the variety of products and the speed with which they were delivered. Furthermore, they claimed
that a range of information may be obtained via web resources, assisting consumers in making
the best purchasing decisions possible. 36.5% of respondents were disappointed with the online
service due to faulty delivery and inaccurate information.

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

Analysis - All respondents responded to the preceding question, which was designed to generate
a workable recommendation for the online service's expansion. 46.2% of the 104 people who
responded supported the transaction's safety and security. They stated unequivocally that
transactions needed to be safer and more secure in order to prevent fraud. A retinal or finger print
scan before the transaction may be useful. The majority of respondents (about 35.6%) stated that
more efficient and timely delivery will help both the client and the organization by allowing
them to provide superior services. Many commitments connected to exact and on-time delivery
must be minimized. The remaining 18.3% suggested developing a website and a mobile
application to attract clients. As a result, they claimed that a user-friendly mobile application and
an appealing website may attract more customers for retail firms while also making it easier for
consumers to obtain more information.

Qualitative Data Analysis

The process of making meaning of research participants' ideas and opinions depending on the
current situation is known as qualitative data analysis. This data analysis method investigates
themes, linked patterns, settings, and commonalities. The analysis of qualitative data is an
ongoing, iterative process that comprises data processing, gathering, reporting, and analysis on
following, intricately linked activities. Two employees from different retail companies were
recruited to provide detailed information for the qualitative investigation. By qualitative analysis,
the researcher was able to learn more about the subject, and for this study, both employees were
asked two questions.
Examining an Interview
Interviewing is a data collection method that clarifies unclear comments, acquires new
information, and allows for a more in-depth analysis of the selected study issue. It is based
mostly on qualitative findings that provide in-depth study of the efficiency of online platforms in
retail marketing. The interviewing process includes taking notes and recording audio. Every
interviewer's primary responsibility is to confirm and comply with the interviewer's contents.

Q1: How can online service provide the ultimate service to the consumers?
The first employee to respond to the above question outlined the various services that his
company provides to customers online. He asserted that the majority of the time, consumers
Those who would not have had the time to visit the business to make purchases were able to do
so owing to online service, and they are now receiving their products at their door. In addition, in
order to attract customers, every firm now offers frequent discounts that are less expensive for
customers to use than preventive shopping.
The second employee emphasized the time-saving nature of online services, noting that people
are busier than ever before, which is why internet shopping provides a handy way for them to
obtain items swiftly. Furthermore, because internet transactions are now safe and secure, anyone,
anywhere, at any time, can buy anything.
Q2. Do you think that there is still more work to do to develop a more comprehensive
online shopping experience?
In answer to this query, According to the first employee, various issues have arisen and are
becoming increasingly severe on a daily basis, threatening the reputation of online transactions.
Many consumers complained that their items were not delivered on time.
Some people said they received the wrong products and had a tough time returning them. A few
transactional issues have also been addressed. In this day and age, we must tackle these issues in
order to provide customers with the smooth service they expect.
The second employee responded differently, stating that while there are a few issues, they are
not outrageous considering that the process of receiving orders, processing them, packaging
them, identifying them, and delivering them does not occur in a single step. Mistakes do happen
from time to time, but every company has customer service for online purchases, and clients may
get their money back if the wrong goods are provided. It is impossible to run a system without
difficulties, but how you correct them is critical, and the fixing technique in this case is highly
successful.
Chapter 6: Conclusion and recommendation
Conclusion
This study adds to the notion that customer satisfaction is an important aspect for any
organization because it helps the company develop a positive reputation in the market. It also
helps the organization enable better financial advantage in the context of the organization.
According to the sections that follow, customer satisfaction fundamentally refers to the client's
happiness. If a consumer is content with the product and the service quality, they are more likely
to have a favorable view of the company, which is critical for any company wanting to increase
its market potential. According to the study, customer satisfaction is the fulfillment reaction of
the client. In other words, when a client is satisfied with the service and the quality of the
product, they show their loyalty to the company by continuing to buy from them, increasing the
firm's financial gain. According to the concept of customer satisfaction, businesses are
demonstrating their commitment to providing the best possible service to their current clients
while also extending new offers and discounts on their goods in order to attract more potential
clients and improve employee performance in the workplace.Improving customer satisfaction
will also improve an organization's reputation in the marketplace and influence its level of
productivity a business. It is also said in that section that failure to satisfy clients may have a
negative impact on an organization's commercial potential and result in the company's entire
loss. Customer satisfaction, according to Hansemark and Albinsoon (2004), primarily refers to
the link between what the client anticipates and what they really receive. Moving forward in
time, analyzing outcomes, evaluating effectively, evaluating cognitively, and conceptualizing the
core emotion of fulfillment are all used to conceptualize customer happiness.
If a company wants to properly reward customer pleasure, it must keep its focus on effective
targeting and segmentation strategies. Moreover, the authors It is also evident that in order to
achieve financial advantage in the organizational context, segmentation strategies will assist the
organization in classifying its potential consumers into various groups and that targeting will
assist the corporation in focusing on the targeted customer base. This research adds to our
understanding of the importance of online shopping in increasing consumer pleasure in the retail
business. The correct strategies help in understanding how an organization should incorporate
online shopping within the framework of the organization, as well as the critical factors that the
firm must ensure while implementing these strategies. Online shopping is the sole way for the
retail business to achieve commercial success, and as a result, customer satisfaction is also
dependent on these services. This study aids in understanding the important factors that must be
met by a corporation while developing an organizational environment for the electronic
commerce business model.Online shopping sites assist businesses build great relationships with
potential customers while also saving customers significant time by eliminating the need for
clients to physically visit their favorite company's shops. According to the literature review, it
can be concluded that if the strategies for improving the online shopping business model are
properly implemented in the organizational context, an organization will be able to connect with
a wide range of potential customers and also help the organization to increase the brand value
and sales of the products.The researcher employed the positivist methodology and sampling
strategies to acquire correct data from quantitative and qualitative research approaches. The
research component demonstrates that clients who buy online can acquire a choice of product
listings while also saving significant time. As a consequence of the research, it is also reasonable
to conclude that online shopping will assist firms in increasing their business potential and
enabling improved levels of customer satisfaction in the organizational context.

Recommendations
Customers may always save time by buying online, and there is a vast assortment of things
accessible. People can choose their favourite things by comparing them to those supplied by
other firms selling the same item.
Businesses must thus ensure that they have sound plans in place to differentiate their products
from those of their competitors. The researcher has produced some recommendations that can
help businesses improve their market differentiation. These are the recommendations:
Offers and discounts:In order to gain financial advantage in the organisational context and
attract more new consumers, the company must ensure that it offers great deals and discounts to
potential clients.
Feedback system: In order to build effective plans, a company must understand its customers'
expectations and demands. Also, businesses must give a means for customers to provide
feedback because doing so shows customers that they value their thoughts and encourages them
to do business with them.
Free product shipment: Companies could offer free shipping on their items to attract more
customers while also allowing them to save money, boosting their likelihood of keeping loyal to
them.
Social media marketing: The company must devote money to this plan because the majority of
consumers currently find product reviews on social media sites. Customers will find it easier to
obtain product information if a firm can efficiently disseminate information about its items on
social media sites.
Creating an awareness campaign for the product's uniqueness: An awareness campaign will
help the organization differentiate its products from those of its competitors and will help
consumers recognise the product's uniqueness, which will influence their purchasing decisions.
Product detail information on e-commerce websites: Businesses must provide all relevant
product information on their e-commerce websites so that customers can find all relevant product
information in one place, increasing customer satisfaction and decreasing interest in finding the
information elsewhere.
These suggestions will assist the company in ensuring improved client satisfaction as well as
monetary advantage in the workplace.
References:

Cao, K., Wang, J., Dou, G. and Zhang, Q., 2018. Optimal trade-in strategy of retailers with
online and offline sales channels. Computers & Industrial Engineering, 123, pp.148-156.

Sunitha, C.K. and Gnanadhas, M.E., Problems towards Online Shopping.

Taylor, S.A. and Baker, T.L., 1994. An assessment of the relationship between service quality
and customer satisfaction. Journal of retailing, 70(2), pp.163-178.

Vijay, T.S., Prashar, S. and Sahay, V., 2019. The Influence of Online Shopping Values and Web
Atmospheric Cues on E-Loyalty: Mediating Role of E-Satisfaction.

Souca, M.L., 2014. Customer dissatisfaction and delight: completely different concepts, or part
of a satisfaction continuum? Management & Marketing, 9(1).

Marinescu, P., Mihai, N.S. and Toma, S., 2010. Pricing strategy used as a tool for building
customer satisfaction in the retail sector. Science, 16(1), pp.60-80. Mattsson, K., 2009. Customer
satisfaction in the retail market.
 Appendix

1.What is your age group?

18 to 25
26 to 35
36 to 50
50 Above

2.What is your gender?

Male
Female

3.What do you think that online shopping provides more facilities than conventional shopping
methods?
Yes
No
Not Sure

4.Are you using an online shopping facility while purchasing a product?

Yes
No
Mostly
Never

5.Do you think online shopping enables you to get more information about products than
traditional shopping ?
Yes
No
Mostly
 Don’t Know

6.Do you think online shopping can help companies to provide more comprehensive service to
customers?
Yes
May Be
No
I don’t know

7.Do you think onlines 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

9. Why do you prefer online shopping?

Time Saving
Secured Transaction
More Variety of product
Easy accessible

10. Do you think you will create viable communication with companies through online
shopping?
Strongly Think
Moderately Think
Neutral
Do Not Think

11.Do you think that the offer provided by companies online shopping is satisfactory?
 Highly Agree
Neutral
Disagree
Highly disagree

12.According to you, do companies gain brand value through online shopping?

Highly Agree
Neutral
Disagree
Highly disagree
Don’t know

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

Yes
Mostly
Sometimes
No

14.Are you satisfied with online shopping provided by companies till date?
Yes
Mostly
Sometimes
Never

15.Would you like to recommend any suggestions to improve online shopping more?
More safe and fast transaction
More fast and on the delivery
Attractive website and application development

Transcripts
Q1: How online service can provide the ultimate service to the consumers?
Employee first : Traditionally, clients did not have the time to visit the shop and make purchases,
but online services made it possible, and they now receive their items at their doors as a result of
online services. In addition, in order to attract customers, every firm now offers frequent
discounts that are less expensive for customers to use than preventive shopping. Furthermore,
consumers are becoming more fussy, which encourages them to browse multiple websites in
order to get the actual products at the right price and to obtain product information online. Online
purchases provide them with reliable product information and pricing, reducing the chance of
fraud.

Employee 2: Since people's schedules get more hectic by the day, online shopping provides a
convenient alternative for them to purchase things fast. Furthermore, because internet
transactions are now safe and secure, anyone, anywhere, at any time, can buy anything.

Q2. Do you think that there is still more work to do to develop a more comprehensive
online shopping experience?
Employee : A number of issues have arisen and are becoming worse by the day, threatening the
reputation of online purchasing. Many buyers complained that they did not receive their products
on time. Some people said they received the wrong products and had a tough time returning
them. A few transactional issues have also been addressed. In the modern era, e must use
technology to overcome these issues so that clients may obtain the smooth services they expect.

Second employee: There are a few issues, but they are minor because the process of getting
orders, processing them, packaging them, identifying them, and delivering them is not a one-step
one. Mistakes do happen from time to time, but every company has customer service for online
purchases, and clients may get their money back if the wrong goods are provided. A system
cannot function without difficulties, but knowing how to fix them is critical, and in this case, the
fixing technique is fairly successful.