Theory into practice project
Introduction
E-commerce companies have become a pillar of modern day businesses. With the influence of technology, every sector is moving to an e-commerce platform for increasing their market reachability as well as sales (Chaffey, et al., 2019). This is why e-commerce companies are observing the high intensity of competition in the market. For the same reason, innovative strategies have also become important to compete in the market and gain customer satisfaction as well as trust.
Rationale
In contemporary times, the intensity of competition in the e-commerce platform has become severe. The companies are coming up with innovative strategies to counter each other. However, it is quite unknown which companies are having a better hand over the customers in terms of gaining their trust and satisfaction. Due to the competition in the market, the companies are also having a very minimal difference in terms of customer satisfaction and trust (Ponzoa & Erdmann, 2021). This is because the shopping experiences of customers are almost similar across different websites. In this regard, this research project is important to understand the specific strategies of e-commerce companies. Based on the different strategies, their impact on customer satisfaction as well as trust levels can also be understood from this project. Further, the project is important to identify and understand the important factors behind customer satisfaction and trust levels in an e-commerce website.
Potential for insightful outcomes
The research project is considered to have numerous dimensions regarding which potential outcomes are expected. For example, the project is expected to explore the sector wise strategies adopted by the e-commerce website. Sector wise strategy for an e-commerce website means the exploration of evidences to understand the difference between the strategies of the electronics, apparel, and fashion sector (Rybaczewska & Sparks, 2022). Further, it is also expected that the research will explore the factors considered by e-commerce websites for developing their strategies. The customers’ expectation from the companies is also a factor to expect as the potential outcome of the research project. Along with this, the business operation of e-commerce websites is also considered to face challenges in the management of customer satisfaction as well as trust. Thus, it is expected that the research will reveal the factors that create challenges for the UK based e-commerce websites to maintain the minimum trust levels and customer satisfaction through their services.
Scope, aim, and objectives
Scope
The project scope is to understand customer satisfaction and trust levels of customers based on the strategies of e-commerce companies in the UK.
Aim
The research aims to explore strategies implemented by UK based e-commerce companies to improve customers’ satisfaction and trust levels in their shopping experience.
Objectives
- To understand the significance of customers’ satisfaction and trust levels for an e-commerce organization.
- To investigate the challenges faced by UK e-commerce organizations while maintaining customers’ satisfaction and trust levels.
- To examine different strategies used by UK e-commerce organizations to enhance customers’ satisfaction and trust levels in their shopping experience.
Application of theory to practice
The application of theory is also important in this research to develop the theoretical base. The research topic is majorly based on practical information and evidences. Thus, the research requires the application of theory to strengthen the theoretical base. The theory to be applied in the research will be based on the research topics. In simpler words, different variables of the research like customer satisfaction, and trust will be considered for the application of the theory. In this research, the two theories to be applied are the disconfirmation paradigm theory and the expectancy value theory. Both theories are based on customer satisfaction which is the key variable of the research. Other than this, the 3C’s of customer satisfaction will also be considered in the research to strengthen the research.
Evidence
The evidences for the research project will be based on a systematic literature review. The systematic literature review will be followed in the research to collect data and information. Under the systematic literature review, the evidences will be based on certain criteria related to the topic. Based on the criteria, the articles will be selected. For example, the research will follow the guidelines of systematic literature review to consider inclusion and exclusion criteria, and search strategy for use of the database, and keywords (Xiao & Watson, 2019). The research will specifically use keywords based on the research topic and objectives. For example, e-commerce, customer satisfaction, customer trust, innovative strategies, and e-commerce businesses of the UK will be the major keywords to use in the search process. The search process will also be simplified with the consideration of Boolean operators like AND, and OR. While the database to be used for the search of articles will be Science Direct, Google Scholar, and Sage. In consideration of the systematic literature review, the research will also consider certain inclusion and exclusion criteria. The inclusion criteria will be consideration of articles published in the past 7 years, articles published in the English language, and articles related to the UK e-commerce sector.
Method of analysis
In the systematic literature review, the data analysis followed for the exploration of data is normally based on the type of data considered. If a systematic literature review considers quantitative data, then the meta analysis approach is followed (Okoli, 2015). On the other hand, a systematic literature review based on qualitative data focuses on doing the data analysis with the consideration of a simple systematic review of the literature. Here, the research will be based on qualitative data which is why the research will simply perform the systematic literature review. The systematic literature review to be followed in the research will be performed by considering the articles selected under the important criteria.
References
Chaffey, D., Edmundson-Bird, D. & Hemphill, T., 2019. Digital business and e-commerce management. 01 ed. London: Pearson UK.
Okoli, C., 2015. A guide to conducting a standalone systematic literature review. Communications of the Association for Information Systems, 37(1), p. 43.
Ponzoa, J. & Erdmann, A., 2021. E-commerce customer attraction: Digital marketing techniques, evolution and dynamics across firms. Journal of Promotion Management, 27(5), pp. 697-715.
Rybaczewska, M. & Sparks, L., 2022. Ageing consumers and e-commerce activities. Ageing & Society, 42(8), pp. 1879-1898.
Xiao, Y. & Watson, M., 2019. Guidance on conducting a systematic literature review. Journal of planning education and research, 39(1), pp. 93-112.
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