Significance of E-commerce and its Impact on Customer Satisfaction - Morrison Case Study

Aims and objectives

Aims: “To analysis significance of E-commerce and its impact on customer satisfaction in retail sector – A Case Study on Morrison.”

Objectives

• To understand the concept of E-commerce in retail sector enterprise.
• To explore understanding customer satisfaction with implementation of E-commerce in Morrison.
• To identify tools of E-commerce and its relation with customer satisfaction in retail sector.

Research questions

• What do you understand by the concept of E-commerce in retail sector enterprise?
• What do you understand by customer satisfaction with implementation of E-commerce in Morrison?
• What are tools of E-commerce and its relation with customer satisfaction in retail sector?

Research-methodology

Research methodologies are very essential and significant elements within a research project. There are wide range of activities included in collecting and interpreting information or data in a research report(Holm and Prisha, 2017). In this research, the researcher implemented different techniques or methodologies for getting the best results with respect to E-commerce and its impact on business activities or performance. The various research methodologies which are used by researcher in this research are described as below -

• Research philosophies– A critical area of every research is the philosophy, selecting an appropriate research philosophy helps in identify the best possible solution for an issue or problem related tot eh research topic. There are mainly two type of philosophies which can be used in research project – Positivism and Interpretivism. The Interpretivism approach helps to look researcher that develop proper functioning at a company or workplace. On the other hand, positivism philosophy also implemented which consider advance techniques and theories. In order to get the best outcome from this particular research project the researcher selected Interpretivism philosophy will be implemented to achieve the desired objectives (Agarwal and Wu, 2018).
• Research approach-Research approach is also a significant perspective which is considered in order to analyse and determine real objective of the research project. An effective research approach can assist a researcher to identify the best solution for a problem with proper analysis of data or information(Gregory, Ngo and Karavdic, 2017). There are two main research approaches which can be implemented within a research – Inductive and Deductive research approach. Both the approaches are effective and useful, in the present research study deductive approach is applied by the researcher in order to understand the concept and Impact of E-commerce.
• Research design– Research design help to consider various perspective which assist in finding issue as well as collect information in systematic manner. There are different types of research designs such as descriptive, exploratory, experimental etc. The researcher has used descriptive research design for identifying potential impact of E-commerce on business functions and performance(Kim and Peterson, 2017).
• Data collection –This activity or part of research project is also mandatory, there are two main sources of data collection – Primary and Secondary. Primary data is collected by various sources such as Survey, Questionnaire, interviews etc. It helps in collecting fresh or first hand information about any topic. On the other hand secondary data is collected by different secondary sources such as books, articles etc. This provide relevant but used information. In this research Primary data is collected by developed different themes of questionnaire to collect important information with regards to E-commerce and its effects on Morrison, UK.
• Data analysis –Data analysis is another essential process which is required to complete a research successfully. In this process the data collected is analysed for getting desired information, the useful information can be acquired by this step. There are two type of techniques which can be applied in a research study such as quantitative and qualitative, in the present research both of the analysis methods will be considered to get the best results or outcomes.
• Sampling– This process is used to select a specific group to collect useful information in primary data collection. The researcher develops effective questionnaire or interviews for a group of individuals who respond the questions to provide important information. In the present research report various themes of questionnaire are developed for a sample size of 20 employees working in Morrison. The employees provided very significant information useful for this research study.

Results and findings

In this section the process of data collection is described, the questionnaire developed for employees in order to determine the concept of E-commerce and its impact on Morrison, UK is illustrated below-

• Employees working tenure in Morrison, UK

• Satisfaction of the employees in context to E-commerce 

• E-commerce influencing business performance of Morrison 

• Importance of E-commerce for business or organizations. 

• E-commerce activities of Morrison influencing employees

• Effective recommendations to organisation

• Increase in sales through E-commerce 

Discussion 

Theme 1 -Employees working tenure in Morrison, UK

Interpretation - This theme was developed to identify the employees working tenure in Morrison, UK, sample of 20 employees were asked that how long they are been working for the organisation. 8 employees said that they are new in the company and not yet completed one year. Six employees said that they have completed 3 to 5 years in Morrison, UK. 4 employees said that they have been working in the company for 1 to 3 years and 2 employees have completed 5 years. This questionnaire concluded that Morrison, UK is recruiting new talent and employees with current knowledge in their organization to ensure that the company is working according to current trend and techniques.

Theme 2 -Satisfaction of the employees in context to E-commerce

Interpretation – This theme was developed for determining the satisfaction level of employees in context to business activities performed by the Morrison, UK related to e-commerce concept. 10 out of 20 employees said that they are satisfied with the functions of the company with regards to E-commerce. 4 employees said that are satisfied, 3 employees were neither satisfied nor dissatisfied. 2 employees said that they dissatisfied and 2 employees said that they are disappointed by the company's functions. This questionnaire concluded that Employees working in Morrison, UK are satisfied by the business activities performed by the company with relation to E-commerce.

Theme 3 -E-commerce influencing business performance of Morrison

Interpretation – The above theme or questionnaire was designed in order to identify whether E-commerce affect the business performance of Morrison, UK or it does not have any impact on company's functioning. 10 out of 20 employees agreed that E-commerce affects the business performance of the company, 6 employees disagreed and 4 employees were confused. Therefore, it can be concluded that E-commerce has a great impact on business performance such as it increases the sales and profit of the company.

Theme 4 -Importance of E-commerce for business or organizations

Interpretation – This theme or questionnaire was designed and developed to determine the importance of E-commerce concept in an organisation or business such as Morrison, UK. The employees were asked that do they think E-commerce is useful for the organization, 12 out of 20 employees agreed that yes it is significant for the company. 5 employees said that they do not think it is important and 3 employees were not sure whether E-commerce is important for business or not. Therefore, this questionnaire concluded that E-commerce is very useful and beneficial for a business such as Morrison as it can assist in improving the performance, sales and profit of the organization.

Theme 5 -E-commerce activities of Morrison influencing employees

Interpretation – This questionnaire or theme was developed by the researcher to identify the impact of E-commerce on employees in Morrison, UK. The employees were asked that are they getting influenced by E-commerce activities performed by the company.11 out of 20 employees said ye they do get affected, 6 employees disagreed and 3 were confused. Therefore, it can be concluded that E-commerce activities affect the functions and roles of the employees in an organization or company such as Morrison. For example – The employees needs work according to the received order, sometimes it is high and sometimes it can be less.

Theme 6 -Effective recommendations to organisation

Interpretation - Another theme was developed in order to identify the recommendations for the company by its employees. The question was asked to 20 employees that what things they recommend to the company for improving performance and profit. 10 employees said that Morrison, UK needs to focus on improving their websites and online portals as it is important for their e-commerce. 6 employees said that it is important for developing the technology and 4 employees said the company should improve their marketing and advertising functions or techniques. Therefore, this questionnaire concluded that Morrison, UK needs to improve its online platforms such as websites and application to attract more customers with respect to E-commerce

Theme 7 -Increase in sales through E-commerce

Interpretation - This theme was developed in order to identify the impact of E-commerce on sales in Morrison, UK. The questionnaire was asked to the employees that do you they think the company is increasing their sales with the help of E-commerce. 15 employees said yes it is increasing sales, 2 employees disagreed and 3 employees were not sure. Therefore, it is concluded that E-commerce helps Morrison to enhance the sales of the business and it also increases the profit of the firm.

Conclusion

The above research report concluded that E-commerce is an essential concept that can be used by an organisation to increase its sales and profit within a market. The investigator analysed articles, diaries and inquires about proposed by senior analysts in the investigation. Researcher contends that E-commerce is that part or power which is helping and empowering the business to accomplish their set targets and in their development or advancement. Amid or at specific time when a man begins accomplishing something just to accomplish their objectives and targets set and the movement or factor whether inside or outside is educating them to do is called to as inspiration. Along these lines, it can be comprehended from the above research that inspiration assumes vital and basic part in upgrading business development and profitability. From the examination of survey it was recognized that most extreme of representatives were propelled and fulfilled from the acts of Morrison. Morrison is one the famous association working in tourism and avionics industry. From the above paper, it can be comprehended that to support in the aggressive condition the administration of business associations must spotlight on satisfying the necessities and demands of the customers. E-commerce is considered as one of most noteworthy perspective for each business firm since it permits achieving targets in wanted way. By having a compelling thought of such measures the issues can be settled with the goal that objectives and destinations can be proficient. The point of paper is assessing key components or markers in the inspiration of representatives in Morrison, UK. In current period, number of organizations are engaged towards utilization of different E-commerce activities to have powerful advancement of assurance benchmarks. By having a comprehension about such standards the issues can be settled which are looked by organizations with respect to E-commerce or Online trade.

The examination logic, inquire about approach, look into plan and research techniques chose by him or her and the procedure of information gathering, investigation and testing must be explained by him. In the present thesis, specialist has chosen positivism look into logic to break down the speculations related with the examination. Deductive research approach has been chosen by specialist to accomplish the inquiries in the examination. Scientist has picked clear research configuration to dissect the quantitative research consider viably and proficiently. The members of the exploration were representatives working at Morrison, UK. Since the number of inhabitants in members were expansive, analyst took the example of 20 employees and gave questionnaires to them. The research consists of close finished questionnaire and gave to representatives specifically by hand. Specialist has taken after moral standards and direct amid the examination. Scientist has clarified the thought process of research concentrate to the members of the examination consider and taken assent before giving them the questionnaires. In This specific situation, specialist could achieve the point and destinations of the analyst. Researcher in this paper has saved the obscurity of the members with the goal that classification of the association can be anchored.

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Recommendation

E-commerce is a very useful and effective concept which is used by various companies and organizations to improve its sales as well as profit. Morrison is using E-commerce in order to increase its market share and sales in the market. It is important for the company focus on fulfilling the needs and demands of the customers therefore, E-commerce can assist Morrison to satisfy these needs of their customer by offering products online. There are various areas on which are needed to be considered by the company for increasing the sales related to E-commerce. The technology is developing rapidly in present world, the number of online customers is also increasing day by day which is a great opportunity for the company to attract new customers and enhance their sales. The company should improve website interface and features so that it can attract more online visitors on the same. There are techniques or methods such as Discounts on online purchase, cash backs etc which are useful to gain more customers. Morrison, UK can also develop a smart phone application with easy to use features which can assist customers to purchase products easily and efficiently through their phones. Another effective method to improve E-commerce business is to collect feedbacks of the customers, this helps in interacting to them directly. This interaction can help the company to improve their products and services provided to their customers(Turban and et.al.,2018). The company can promote any new products on their e-commerce websites to gain visibility and popularity. Effective training programs should be conducted for the employees to ensure they have effective technical knowledge about handling e-commerce websites and business activities. Morrison, UK can also use other internet websites such as You-tube, Facebook etc to promote their online business or products with the help of internet. The E-commerce business is successful only if a company has huge number of suppliers. Morrison, UK should focus on developing an effective supply chain so that customer can get products ordered online on time. Suppliers of the products are major elements which helps a E-commerce business to offer their products to their customers efficiently. Morrison should develop an intelligent workforce and technical support to assist customers in placing online orders as well as solve their issues online or through customer support call. In addition to this, the organization needs identify the weak areas of their e commerce website such as key segments of products, categories, information related to the products and payment options available for the customer.

Books and JournalsReferences

• Turban, E., Outland, J., King, D., Lee, J.K., Liang, T.P. and Turban, D.C., 2018. Marketing and Advertising in E-Commerce. InElectronic Commerce 2018(pp. 361-401). Springer, Cham.
• Kim, Y. and Peterson, R.A., 2017. A Meta-analysis of Online Trust Relationships in E-commerce.Journal of Interactive Marketing,38, pp.44-54.
• Agarwal, J. and Wu, T., 2018. E-Commerce in Emerging Economies: A Multi-theoretical and Multilevel Framework and Global Firm Strategies. In Emerging Issues in Global Marketing(pp. 231-253). Springer, Cham.
• Pappas, I.O., Kourouthanassis, P.E., Giannakos, M.N. and Lekakos, G., 2017. The interplay of online shopping motivations and experiential factors on personalized e-commerce: A complexity theory approach.Telematics and Informatics, 34(5), pp.730-742.
• Holm, A.E., Decreton, B., Nell, P.C. and Klopf, P., 2017. The Dynamic Response Process to Conflicting Institutional Demands in MNC Subsidiaries: An Inductive Study in the SubSaharan African ECommerce Sector.Global Strategy Journal,7(1), pp.104-124.
• Prisha, P., Neo, H.F., Ong, T.S. and Teo, C.C., 2017. E-Commerce Security and Identity Integrity: The Future of Virtual Shopping.Advanced Science Letters,23(8), pp.7849-7852.
• Gregory, G.D., Ngo, L.V. and Karavdic, M., 2017. Developing e-commerce marketing capabilities and efficiencies for enhanced performance in business-to-business export ventures. Industrial Marketing Management.

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