Finally the factors affecting customer satisfaction

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domain of online shopping websites. Finally, the factors affecting customer satisfaction in onlineshopping websites have been identified and analyzed theoretically.In the current scenario, major challenges are faced by business organizations especially the onesthat are relying on online platforms. Taobao is one of the online service providers that facechallenges in offering and sustaining customer satisfaction and loyalty. It is important for theseorganizations to focus on Quality Services so that the customers get satisfied and eventuallybecome loyal customers to the brand. There are different dimensions of service quality thatimpact customer satisfaction and loyalty in different ways. In this study, theoretical aspects havebeen considered in analyzing those dimensions concerning service quality and their impacts oncustomer satisfaction and loyalty.3.3 Research Approach and strategy/Type of Research This research focusses on identifying the impact of the e-service quality on customer satisfactionand loyalty. To perform an empirical study the data will be collected based on both thequalitative and quantitative analysis. The marketing managers will work towards providingdetails on their efforts to strengthen online shopping services in order to improve customerretention, which in turn tends to improve customer loyalty [ CITATION Cit211 \l 1033 ]. Theresearch will utilize the hypothesis testing to measures the variable which includes customersatisfaction, customer loyalty, and trust. The analysis will help to provide accurate results withthe use of different approaches that will help to explain the different variables. In the systematiccollection and analysis of data, quantitative methods will assist, while qualitative methods willhelp to build and produce an in-depth understanding of the entire study [ CITATION Exp18 \l1033 ].Because both quantitative and qualitative approaches are taken into account in the analysis, it isimportant to ensure that the process of data collection is on track to ensure that all researchquestions are answered [ CITATION Hea202 \l 1033 ]. In order to find the positive or negativerelationship between the online service quality and customer satisfaction the research has usedquantitative technique in determining the meaningful outcomes. On the other hand, the study hasused qualitative techniques in which the focus has been given on ascertaining the impact of e-service quality on customer satisfaction and loyalty. Using both the qualitative and quantitative21
analysis together the researcher will be able to overcome the limitations of one technique throughusing the other technique to derive the meaningful outcome of the research (Rahman, 2020).3.4 Research Design and Sources of DataThis whole analysis will focus on data collected from the selected respondents therefore wefocus on using the primary data collected method for the research [ CITATION Rre18 \l 1033 ].

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