BMG575 Research Methods CW1 – Scope of Research Plan
Introduction
Hook: Evaly, one of the largest e-commerce companies in Bangladesh, was once praised for its innovation and success in the online shopping industry. However, in recent years, the company’s reputation has taken a sharp turn for the worse.
Background: Evaly was founded in 2018 and quickly gained popularity in Bangladesh due to its unique selling point of offering cash-back incentives to customers. The company grew rapidly and became one of the top e-commerce platforms in the country, with a user base of over 3 million people.
However, in July 2021, the Bangladesh government’s commerce ministry launched an investigation into Evaly’s operations, following allegations of fraud and unethical business practices. The company’s troubles only continued from there, with numerous complaints from customers about delayed deliveries, fake products, and poor customer service (Lee., 2019).
Visual data shows that Evaly’s reputation has plummeted over the past year, with the company receiving an overwhelming number of negative reviews on social media platforms and online marketplaces. This has had a significant impact on the company’s business, with a noticeable decline in sales and revenue (Wæraas and Dahle., 2020).
Outline: The purpose of this research is to investigate the reasons behind Evaly’s decline in reputation and to assess the impact it has had on the company’s business operations. The research will analyse the various factors that contributed to Evaly’s downfall, including its business practices, customer service, and response to the government investigation.
Preliminary Literature Review
The issue of Evaly’s decline in reputation has generated a range of opinions among various stakeholders, including customers, industry experts, and government officials. While some people blame the company’s poor business practices and lack of accountability, others believe that Evaly’s problems are indicative of wider issues in the e-commerce industry in Bangladesh (Vodák et al., 2019).
There is widespread agreement that Evaly’s decline in reputation is a significant problem that needs to be addressed. Customers have expressed frustration and anger over delayed deliveries, fake products, and poor customer service, which has led to a decline in consumer trust in the company. Industry experts also agree that Evaly’s troubles have negative implications for the wider e-commerce industry in Bangladesh, as they highlight the need for stronger regulations and consumer protections.
However, there are also differing opinions on the root causes of Evaly’s problems. Some people argue that the company’s business practices, such as its use of cashback incentives and reliance on third-party sellers, are fundamentally flawed and need to be rethought. Others point to the government’s investigation of the company as evidence of broader regulatory failures in the e-commerce industry, and call for stronger enforcement of existing laws and regulations.
The data shows that Evaly’s reputation has taken a significant hit in recent months, with a sharp increase in negative reviews and complaints from customers. As of February 2023, the company’s Trustpilot score is only 1.8 out of 5, indicating widespread dissatisfaction among customers. There has also been a decline in the company’s sales and revenue, as customers turn to other e-commerce platforms that they perceive as more trustworthy and reliable (Christensen et al., 2019).
One potential solution to Evaly’s problems is for the company to improve its customer service and accountability, by taking concrete steps to address customer complaints and improve its overall operations. The government could also play a role in enhancing consumer protections and strengthening regulatory oversight in the e-commerce industry (Jasper., 2021).
Research Aim
The aim of this research is to investigate the reasons behind Evaly’s decline in reputation and assess the impact it has had on the e-commerce industry in Bangladesh, with the goal of providing insights for other companies to avoid similar pitfalls and improving regulatory oversight. At the end of the literature review investigation, we hope to have a comprehensive understanding of the factors that contributed to Evaly’s decline, the effectiveness of existing regulations, and potential solutions to improve the e-commerce industry in Bangladesh
Research Question
Research Questions:
What are the factors that contributed to Evaly’s decline in reputation?
What is the impact of Evaly’s problems on the e-commerce industry in Bangladesh?
How effective are existing regulations in addressing issues in the e-commerce industry?
Steps to Achieve Research Aim:
Conduct a literature review of academic and industry publications to identify key factors contributing to Evaly’s decline.
Analyze data on consumer trust, company performance, and regulatory oversight to assess the impact of Evaly’s problems on the e-commerce industry in Bangladesh.
Evaluate existing regulations and identify areas for improvement to address issues in the e-commerce industry.
Questions for Each Step
What are the common themes and factors identified in the literature that contributed to Evaly’s decline in reputation?
How has Evaly’s decline affected consumer trust in the e-commerce industry in Bangladesh? What impact has it had on the company’s performance and revenue? What actions have been taken by the government and industry stakeholders to address the issue?
Research Objectives
Objective 1: Identify the factors that contributed to Evaly’s decline in reputation by conducting a comprehensive analysis of academic and industry publications.
Objective 2: Evaluate the impact of Evaly’s problems on consumer trust, company performance, and regulatory oversight in the e-commerce industry in Bangladesh by analysing data from primary and secondary sources.
Objective 3: Assess the effectiveness of existing regulations in addressing issues in the e-commerce industry in Bangladesh by conducting a policy analysis and reviewing industry standards and best practices.
Objective 4: Identify best practices and lessons learned from case studies of other companies that have faced similar challenges in the e-commerce industry by conducting a comparative analysis of multiple case studies.
Research Rationale
The rationale for this research is to investigate the factors contributing to the decline of Evaly’s reputation, which has significant implications for the e-commerce industry in Bangladesh (Christensen and Gornitzka., 2019). This study is academically important as it adds to the understanding of how regulatory frameworks and business practices impact consumer trust and company performance in emerging markets. The research is also important to businesses and industries, as it provides insights into how companies can avoid similar pitfalls and improve the e-commerce landscape in Bangladesh. Additionally, this investigation will add value to me by enhancing my knowledge and skills in conducting research and contributing to the development of effective policies and practices in the e-commerce industry (Wang et al., 2021).
References
Lee, J.W., 2019. Organizational usage of social media for corporate reputation management. Becker, Kip, pp.231-240.
Wæraas, A. and Dahle, D.Y., 2020. When reputation management is people management: Implications for employee voice. European management journal, 38(2), pp.277-287.
Vodák, J., Cakanova, L., Pekar, M. and Novysedlak, M., 2019. Influencer marketing as a modern phenomenon in reputation management. Managing Global Transitions, 17(3), pp.211-220.
Christensen, T., Gornitzka, Å. and Ramirez, F.O., 2019. Reputation management, social embeddedness, and rationalization of universities. Universities as agencies: Reputation and professionalization, pp.3-39.
Jasper, A., 2021. CORPORATE COMMUNICATION PRACTICES AND ONLINE REPUTATION MANAGEMENT. Edith Cowan Journal of Entrepreneurship and Project Management, 5(1), pp.18-26.
Christensen, T. and Gornitzka, Å., 2019. Reputation management in public agencies: The relevance of time, sector, audience, and tasks. Administration & Society, 51(6), pp.885-914.
Wang, S., Liao, Y.K., Wu, W.Y. and Le, K.B.H., 2021. The role of corporate social responsibility perceptions in brand equity, brand credibility, brand reputation, and purchase intentions. Sustainability, 13(21), p
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