PROJECT REPORT

“A Study on Customer Satisfaction with reference to AMAZON”

Dissertation submitted in partial fulfillment of the requirements for the award of the Degree,
MASTER OF BUSINESS ADMINISTRATION,
PRESIDENCY UNIVERSITY

By
Name: T R Shahul Hameed
Reg. No: 20212MBA0306

Under the guidance of

Name of the guide: Dr. Sanjib Bhattacharjee
Designation of guide: Assistant Professor of SOM

PRESIDENCY UNIVERSITY
2022-2023

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 ACKNOWLEDGEMENT

First and foremost, I would like to express my sincere gratitude to my guide, Professor
Sanjib Bhattacharjee, for his invaluable support, guidance, and encouragement
throughout this project. His expertise, experience, and insight have been instrumental
in shaping my ideas and providing me with the necessary direction to carry out this
project successfully.
I am also grateful to the faculty members of Presidency University, who have played a
significant role in my academic development. Their teachings, guidance, and
encouragement have been instrumental in shaping my academic pursuits and
developing my research skills.
I would like to extend my appreciation to the administrative staff of the university,
who have supported me throughout this project. Their timely assistance and support
have been crucial in ensuring the smooth execution of the project.
Finally, I would like to acknowledge my family and friends for their unwavering
support and encouragement. Their love and support have been my constant motivation
throughout this project.
In conclusion, I would like to express my heartfelt gratitude to all the people who have
supported and guided me during this project. Their contributions have been invaluable
in making this project a success.

PLACE: BANGALORE T R SHAHUL HAMEED

20212MBA0306

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 DECLARATION BY THE STUDENT

I hereby declare that “A Study on Customer Satisfaction with reference to

AMAZON” is the result of the project work carried out by me under the guidance of
Prof. Sanjib Bhattacharjee in partial fulfillment for the award of Master’s Degree in
Business Administration by Presidency University.

I also declare that this project is the outcome of my own efforts and that it has not been
submitted to any other university or Institute for the award of any other degree or
Diploma or Certificate.

Place: Bangalore Name: T R Shahul Hameed

Date: Reg. No: 20212MBA0306

3
 CERTIFICATE BY THE GUIDE

Date:

This is to certify that the dissertation titled “A Study on Customer Satisfaction with
reference to AMAZON” is an original work of Mr. T R SHAHUL HAMEED; bearing
university register number 20212MBA0306 and is being submitted in partial
fulfillment for the award of the Master’s Degree in Business Administration of
Presidency University. The report has not been submitted earlier either to this
University/Institution for the fulfillment of the requirement of a course of study T R
SHAHUL HAMEED is guided by Mr. Sanjib Bhattacharjee. Who is the faculty guide
as per the regulations of Presidency University.

Signature of Faculty guide/HOD Signature of Director/Principal

Date: Date:

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 TABLE OF CONTENT

SERIAL TITLE PAGE

NO NO

1 INTODUCTION 12-34

2 RESEARCH DESIGN 35-38

3 COMPANY PROFILE AND REVIEW 39-51

OF LITERATURE

4 DATA ANALYSIS AND 52-97

INTERPRETATION

5 SUMMARY OF FINDINGS 98

6 SUGGESTIONS AND CONCLUSION 99-100

7 ANNEXURE 101-105

8 BIBLOGRAPHY 106

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 LIST OF TABLES

TABLE PARTICULARS PAGE

NO NO

1 Table showing gender respondents. 52

2 Table showing the response of different age group 54

respondents.

3 Table showing the qualifications of respondents. 56

4 Table showing the designation of different respondents. 58

5 Table showing of respondents falling under different income 60

segments.

6 Table showing how respondents came to know about 62

Amazon.

7 Table showing how prominently the customers were kept 64

informed about terms and condition, policy of Amazon
before using it

8 Table showing how Amazon is timely efficient and effective 66

manner.

9 Table showing the main reasons why customers preferred 68

Amazon.

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10 Table showing the level of clarity and accuracy of the of the 70
Amazon in use.

11 Table showing the Suitability of services as per customers’ 72

needs in Amazon.

12 Table showing the extent of flexibility in dealing provide by 74

Amazon.

13 Table showing the accessibility of required services through 76

the Amazon web.

14 Table showing level of contact and communication with the 78

Amazon customer care or authority employees.

15 Table showing the data of Availability of information. 80

16 Table showing the uniqueness in service of Amazon which 82

satisfied the customers.

17 Table showing how easy it is to report any problem or issue 84

in Amazon.

18 Table showing the compatibility of the prices for the 86

products and services in Amazon.

19 Table showing the return policies of the Amazon. 88

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20 Table showing what is expected more in Amazon with 78
respect to customers.

21 Table showing the experience of customers while using 80

Amazon.

22 Table showing the overall satisfaction of customers with 82

Amazon.

23 Table showing how likely customers will continue using the 84

Amazon service.

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 LIST OF GRAPHS
Figures & Charts

GRAPH PARTICULARS PAGE

NO NO

Fig4.1 Chart showing gender respondents. 53

Fig4.2 Chart showing the response of different age group 55

respondents.

Fig4.3 Chart showing the qualifications of respondents. 57

Fig4.4 Chart showing the designation of different respondents. 59

Fig4.5 Chart showing of respondents falling under different income 61

segments.

Fig4.6 Chart showing how respondents came to know about 63

Amazon.

Fig4.7 Chart showing how prominently the customers were kept 65

informed about terms and condition, policy of Amazon
before using it

Fig4.8 Chart showing how Amazon is timely efficient and effective 67

manner.

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Fig4.9 Chart showing the main reasons why customers preffered 69
Amazon.

Fig4.10 Chart showing the level of clarity and accuracy of the of the 71
Amazon in use.

Fig4.11 Chart showing the Suitability of services as per customers’ 73

needs in Amazon.

Fig4.12 Chart showing the extent of flexibility in dealing provide by 75

Amazon.

Fig4.13 Chart showing the accessibility of required services through 77

the Amazon web.

Fig4.14 Chart showing level of contact and communication with the 79

Amazon customer care or authority employees.

Fig4.15 Chart showing the data of Availability of information. 81

Fig4.16 Chart showing the uniqueness in service of Amazon which 83

satisfied the customers.

Fig4.17 Chart showing how easy it is to report any problem or issue 85

in Amazon.

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Fig4.18 Chart showing the compatibility of the prices for the 87
products and services in Amazon.

Fig4.19 Chart showing the return policies of the Amazon. 89

Fig4.20 Chart showing what is expected more in Amazon with 91

respect to customers.

Fig4.21 Chart showing the experience of customers while using 93

Amazon.

Fig4.22 Chart showing the overall satisfaction of customers with 95

Amazon.

Fig4.23 Chart showing how likely customers will continue using the 97
Amazon service.

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 CHAPTER - 1
INTRODUCTION

GENERAL INTRODUCTION:

Traditionally, market refers a place where different buyers and sellers gather and exchange
products and value. We use a large variety of goods and services in our daily life. These include
items like toothpaste, toothbrush, soap, oil, clothes, food items, telephone, electricity and many
more. How do all these goods and services reach our home? Obviously, the business houses
who produce the goods and services have to ensure that these are to be sold, and so they have
to make the consumers/users aware of their products and place them at the convenience of the
consumers. This involves a number of activities such as product planning, pricing, promotion,
use of middlemen (wholesalers, retailer etc.) for sale, warehousing, transportation. All these
activities taken together are termed as Marketing. From the Marketers point of view, Industry
build by sellers and Market build by buyers and Marketing is the decision making
implementing process, how the marketers handle the market, regarding the marketing offers,
distribution channels and process.

MARKETING DEFINITION:

Dr. Philip Kotler defines marketing as ―the science and art of exploring, creating, and
delivering value to satisfy the needs of a target market at a profit.

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Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size
of the identified market and the profit potential. It pinpoints which segments the company is
capable of serving best and it designs and promotes the appropriate products and services.‖

MEANING:

Marketing is an ongoing communication exchange with customers in a way that educates,

informs and builds a relationship over time. The overtime part is important because only over
time can trust be created. With trust, a community builds organically around products and
services and those customers become as excited about the products as you are — they become
advocates, loyal evangelists, repeat customers and often, friends. Marketing is really great way
to identify what grabs people and gets them excited about your brand and give it to them,
involve them in the process, and yeah, the best part, build great friendships in the process.

OBJECTIVES OF MARKETING:

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 (a) Provide satisfaction to customers:

All marketing activities are directed towards customer satisfaction. Marketing starts with
ascertaining consumer needs and produce goods that satisfy those needs most

effectively. Not only has that, the pricing and distribution functioned of marketing are also
planned accordingly.

(b) Increase in demand:

Through advertising and other sales promotional efforts, marketing aims at creating additional
demand for their products. Satisfied customers also help in creating new customers. For
example, if you buy a ‗gel pen‘ and feel satisfied, next time also you will buy the same pen
and obviously when you tell others about it they will also feel like giving it a try.

(c) Provide better quality product to the customer:

This is a basic objective of marketing. The business houses try to update and upgrade their
knowledge and technology to continuously provide better products. If they do not do so, they
will be phased out through competition.

(d) Create goodwill for the organization:

Another objective of marketing is to build a good public image and create goodwill for the
organization. This helps in maintaining loyalty to the product and accepting new products of
the same company.

(e) Generate profitable sales volume:

The ultimate objective of all marketing efforts is to generate profitable sales volumes for the
business. Taking care of customer needs and wants by providing the required goods and
services at prices they can afford, and at places and timing that are convenient to them
ultimately lead to increased sales and profits.
+

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FUNCTIONS PERFORMED IN MARKETING:

We have learnt that marketing is the performance of those business activities that direct the
flow of goods and services from producers to consumers or users. Let us now learn what those
activities are? These are briefly discussed here under.

1. Marketing Research:

Marketing research involves collection and analysis of facts relevant to various aspects of
marketing. It is a process of collecting and analyzing information regarding customer needs
and buying habits, the nature of competition in the market, prevailing prices, distribution
network, effectiveness of advertising media, etc. Marketing research gathers, records and
analyses facts for arriving at rational decisions and developing suitable marketing strategies.

2. Product Planning and Development:

As you know marketing starts much before the actual production. The marketers gather
information regarding what are the needs of the consumers and then decide upon what to
produce. So, the task of marketing begins with planning and designing a product for the
consumers. It can also be done while modifying and improving an already existing product.
For example, now-a-days we find much better soaps and detergent powders than we used to
get earlier. Similarly, we have many new products introduced almost on a regular basis.

3. Buying and Assembling:

Buying and assembling activities as a part of marketing refer to buying and collection of
required goods for resale. This function of marketing is primarily relevant to those business
organizations that are engaged in trading activities. In the context of manufacturing
organizations, buying and assembling involves buying raw materials and components required
for production of finished goods.

4. Packaging :

Packaging involves putting the goods in attractive packets according to the convenience of
consumer

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Important considerations to be kept in view in this connection are the size of the package and the type
of packaging material used. Goods may be packaged in bottles (plastic or glass), boxes (made of tin,
glass, paper, plastic), cans or bags. The size of the package generally varies from a few grams to a
few kilograms, one piece to a number of pieces of a product, or in any other suitable quantity in
terms of weight, count, length etc. Packaging is also used as a promotional tool as suitable and
attractive packages influences the demand of the products. It may be noted that packaging is different
from packing, which refers to putting goods in suitable containers for transportation purposes.

5. Standardization and Grading

Standardization refers to development of standards for production of goods with respect to shape,
design, color and other characteristics. If products are standardized, customers are able to identify a
product and its characteristics very well. So goods can be sold by sample or description.
Standardization helps in promoting the sale of the product by increasing consumers‘ confidence in
the product quality. Grading involves separating products into different classes on the basis of certain
predetermined standards relating to size and quality. Grading is required in case of agricultural, forest
and mineral products such as cotton, sugar cane, iron ore, coal, timber, etc.

6. Branding:

Branding means giving an attractive name, symbol or identity mark to the product to make a
product different from others so that it is known by that name or symbol or mark. For example,
Surf is the brand name of a detergent powder produced by Hindustan Unilever Limited (HUL).
Similarly, you must be familiar with brands like Colgate for toothpaste, and for soap and so on.

7. Pricing the Product :

Pricing involves decisions regarding fixation of product prices, keeping in view the product
costs, the capacity of customers to pay, and the prices of the competitive products. It is an
important decision as it influences the sales and so also the profits. So pricing has to be done
very carefully.

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8. Promotion of the Product :

Promotional activities include advertising, personal selling, sales promotion and publicity. All
promotional activities involve communication with the existing and prospective customers
whereby they are made aware of the product, its distinctive features, price, availability etc. The
objective of promotional activities is to motivate the customers to buy the product.

9. Distribution :

Distribution refers to those activities that are undertaken for sale of products to the customers
and the physical transfer thereof. The first aspect i.e., sale of product involves use of middlemen
such as wholesalers and retailers whose services are used for making the products available at
convenient points and helping in their sale to the ultimate consumers. The second aspect i.e.,
physical transfer involves warehousing and transportation of goods from the point of
production to the point of sale or the consumer. The objective of distribution activities is to
ensure that consumers get the goods and services at the place and time most convenient to them
and in the desired quantity.

10. Selling :

Selling is an important function of marketing whereby the ownership of goods and services is
transferred from the seller to the buyer for a consideration known as price.To initiate and
complete the process of selling, the seller has to inform the prospective buyer about availability
of goods, the nature and uses of products, their prices and the needs of the customers that may
be effectively satisfied by the product. In the process, he arouses customers‘ interest in the
product and persuades them to buy it.

11. Storage and Warehousing :

Storage refers to holding and preserving goods from the time of their procurement or
production till the time of their sale. In other words storage involves making suitable
arrangements for preserving the goods till they are bought by the consumers and delivered to
them.

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Warehousing is synonymous to storage but is normally used for large-scale storage facility for
goods and commodities. You must have seen cold storage where vegetables like tomato, cabbage,
potato etc. are stored to be consumed throughout the year. In marketing it is essential to store raw
material and finished goods to be used later by the company for production or for resale.

12. Transportation :

Transportation refers to the physical movement of goods from one place to another. In
marketing, transport as an activity refers to physical movement of raw materials as well as
finished goods from the place of production to place of consumption. Goods are transported
through various means like railways, roadways, waterways and airways. For heavy and bulky
goods, the railways and waterways are the best. For other goods, it depends upon the demand,
cost involved, urgency, nature of the goods etc. to decide about a suitable means of
transportation.

Marketing Mix: The product marketing mix or 4 P‘s of marketing

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• Product – The first of the Four Ps of marketing is product. A product can be either a tangible
good or an intangible service that fulfills a need or want of consumers.

Whether you sell custom pallets and wood products or provide luxury accommodations, it‘s
imperative that you have a clear grasp of exactly what your product is and what makes it unique
before you can successfully market it.

• Price – Once a concrete understanding of the product offering is established we can start
making some pricing decisions.

Price determinations will impact profit margins, supply, demand and marketing strategy.
Similar (in concept) products and brands may need to be positioned differently based on
varying price points, while price elasticity considerations may influence our next two Ps.

• Promotion– We‘ve got a product and a price now it‘s time to promote it. Promotion looks at
the many ways marketing agencies disseminate relevant product information to consumers and
differentiate a particular product or service. Promotion includes elements like: advertising,
public relations, social media marketing, email marketing, search engine marketing, video
marketing and more. Each touch point must be supported by a well positioned brand to truly
maximize return on investment.

• Place– Often you will hear marketers saying that marketing is about putting the right product,
at the right price, at the right place, at the right time. It‘s critical then, to evaluate what the ideal
locations are to convert potential clients into actual clients. Today, even in situations where the
actual transaction doesn‘t happen on the web, the initial place potential clients are engaged and
converted is online.

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 SERVICE MARKETING MIX :

• Product - It is your core offering. This is ―the thing‖ that will fulfill the needs of your
customer. If your product is faulty, everything else fails. The attributes of the product, vis-a-
vis the attributes offered by competing products and substitutes, are important in estimating the
competitive scenario for the marketing strategy formulation.

• Price - It has a lot of impact on the service buyer‘s satisfaction level. Often, paying a higher
price makes a customer more satisfied. Price is often considered a proxy for quality and vice-
versa. What is important to note that services being all the more intangible, the price become
an important factor for the actual service consumption to happen, after service awareness and
service acknowledgement?

• Place - Often offers a different side of value (utility) to the customer. Who would want to
travel 10 miles to have a regular dinner, even if that is priced very competitively and has a
super quality? Services are often chosen for their place utility. Closer to the customer means
higher probability of purchase. Place utility is important to evaluate, for strategizing on the
other 6 Ps.

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• Promotion - Plays a role in the perception the possible target audience may have about your
service. There has to be a fit between the promotion and the positioning. Promotion leads to
service (brand) recognition and further establishes a proxy to evaluate quality of services based
by potential customers. Many different promotional tools are often used like internet
advertisement, special events, endorsements which happen out of the store or in-store
merchandising like branded boxes from Custom Boxes Now, plastic dump bins and digital
signage.

• People - They are crucial in service delivery. The best food may not seem equally palatable
if the waitress is in a sour mood. A smile always helps. Intensive training for your human
resources on how to handle customers and how to deal with contingencies is crucial for your
success.

• Processes- are important to deliver a quality service. Services being intangible, processes
become all the more crucial to ensure standards are met with.

Process mapping ensures that your service is perceived as being dependable by your target
segment.

• Physical evidence- affects the customer‘s satisfaction. Often, services being intangible,
customers depend on other cues to judge the offering. This is where physical evidence plays a
part. Would you like eating at a joint where the table is greasy or the waitresses and cooks look
untidy and wear a stained apron? Surely you would evaluate the quality of your experience
through proxies such as these.

TYPES OF MARKETING CONCEPT :

Marketing started with the slogan of telling and selling, but at present days, it broadened the
vision – build loyal customer - with slogan – satisfying customer needs. Therefore, the study
of customers becomes very important for the marketers. The marketing concept is of two type

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 TRADDITIONAL CONCEPT OF MARKETING
MODERN CONCEPT OF MARKETING

TRADITIONAL CONCEPT OF MARKETING :

According to the traditional concept, marketing means selling goods and services, that has been
produced. Thus, all those activities which are concerned with persuasion and sale of goods and
services are called marketing. This concept of marketing emphasizes on promotion and sale of
goods and services and little attention is paid to consumer satisfaction.

This concept has the following implications:

(a) The main focus of this concept is on product, i.e., we have a product and it has to be sold.
So, we have to persuade the consumers to buy our product.

(b) All efforts of the marketing people are concentrated on selling the product. They adopt
all means like personal selling and sales promotion to boost the sales.

(c) The ultimate goal of all marketing activity is to earn profit through maximization of sale

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MODERN CONCEPT OF MARKETING :

The modern concept of marketing considers the consumers‘ wants and needs as the guiding
spirit and focuses on the delivery of such goods and services that can satisfy those needs most
effectively. Thus, marketing starts with identifying consumer needs, then plan the production
of goods and services accordingly to provide him the maximum satisfaction. In other words,
the products and services are planned according to the needs of the customers rather than
according to the availability of materials and machinery. Not only is that, all activities
(manufacturing, research and development, quality control, distribution, selling etc.) directed
to satisfy the consumers.

The main implications of the modern concepts are:

(a) The focus of this concept is on customer orientation. The marketing activity starts with
an assessment of the customer‘s needs and plan the production of items that satisfy
these needs most effectively. This also applies to all other marketing activities like
pricing, packaging, distribution and sales promotion.

(b) All marketing activities like product planning, pricing, packaging, distribution and sales
promotion are combined into one as coordinated marketing efforts. This is called
integrating marketing. It implies:

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(c) The main aim of all effort is to earn profit through maximization of customer satisfaction.

This implies that, if the customers are satisfied, they will continue to buy, and many
new customers will be added. This will lead to increased sales and so also the profits.

INTRODUCTION TO CUSTOMER SATISFACTION :

Business always starts and closes with customers and hence the customers must be treated as
the King of the market. All the business enhancements, profit, status, image and other aspects
of the organization depends on customers. Hence it is important for all the organizations to
meet all the customers‘ expectations and identify that they are satisfied customer.

Customer satisfaction is the measure of how the needs and responses are collaborated and
delivered to excel customer expectation. It can only be attained if the customer has an overall
good relationship with the supplier. In today‘s competitive business marketplace, customer
satisfaction is an important performance exponent and basic differentiator of business
strategies. Hence, the more is customer satisfaction; more is the business and the bonding with
customer.

Customer satisfaction is a part of customer‘s experience that exposes a supplier‘s behavior on

customer‘s expectation. It also depends on how efficiently it is managed and how promptly
services are provided. This satisfaction could be related to various business aspects like
marketing, product manufacturing, engineering, quality of products and services, responses

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customer‘s problems and queries, completion of project, post delivery services, complaint
management etc.

Customer satisfaction is the overall essence of the impression about the supplier by the
customers.

This impression which a customer makes regarding supplier is the sum total of all the process
he goes through, right from communicating supplier before doing any marketing to post
delivery options and services and managing queries or complaints post delivery. During this
process the customer comes across working environment of various departments and the type
of strategies involved in the organization. This helps the customer to make strong opinion about
the supplier which finally results in satisfaction or dissatisfaction.

Customer‘s perception on supplier helps the customer choose among the supplier on basis of
money value and how well the delivered products suit all the requirements. The supplier‘s
services never diminishes after the delivery as customer seeks high values post marketing
services which could help them use and customize the delivered product more efficiently. If he
is satisfied with the post marketing services then there are good chances for supplier to retain
the customers to enhance repeated purchases and make good business profits.

It is necessarily required for an organization to interact and communicate with customers on a

regular basis to increase customer satisfaction. In these interactions and communications it is
required to learn and determine all individual customer needs and respond accordingly. Even
if the products are identical in competing markets, satisfaction provides high retention rates.
For example, shoppers and retailers are engaged with frequent shopping and credit cards to
gain customer satisfaction, many high end retailers also provide membership cards and
discount benefits on those cards so that the customer remain loyal to them.

Higher the satisfaction level, higher is the sentimental attachment of customers with the specific
brand of product and also with the supplier. This helps in making a strong and healthy
customer-supplier bonding.

25
This bonding forces the customer to be tied up with that particular supplier and chances of
defection very less. Hence customer satisfaction is very important panorama that every supplier
should focus on to establish a renounced position in the global market and enhance business and
profit.
The issue of client satisfaction in service industries is difficult to define, because of the
characteristics of intangibility (the process of service delivery is aimed at satisfying the need
and not the production of a physical good), heterogeneity (there are no exactly standards services,
nor always identical to themselves, because they depend from company to company, depending
on personal contact, so the quality specifications are set within a range of acceptable quality
levels within a margin of natural variation), perishability (inability to keep the results of
production processes for future moments of sale, hence the need to synchronize demand and
supply) and inseparability (the time between processing and delivery) of the service. This
aspect enhances the contact between staff and customers. This is called the "moment of truth",
in which the customer perceives the quality of the service actually3. And it‘s 'necessary
to improve training and recruitment of contact, in order to make the customer's participation,
the process of service delivery insurance, as productive as possible4. For this reason, it‘s been
years since it was given emphasis to political loyalty, also called "customer retention" and
exploitation of the "retention"5. It has become clear that in the insurance market there has been a
real revolution that has led to changes in the market, strategies of companies, offering products
and services, in the manner of distribution of insurance products. The introduction of new
technologies in the insurance sector has led to further revisions to both the internal processes and
to external ones for the companies, especially distribution. In fact, companies are aware of the
fact that the real competitive challenge in the insurance sector is to play on the distribution
front and on the ability of firms to coordinate the traditional channels with the innovative ones.
Thereby, it will be possible to create customers‘ values and gain competitive advantage compared
to competitors. In the insurance sector, we know little experience using systems to monitor client
satisfaction, although it is felt among the experts, the importance of conducting evaluations
focused on customer satisfactio

26
Main Theories of Customer Satisfaction :

Rai (2008) draws the basic formula of customer satisfaction as:

Customer satisfaction = Customer Perception of the Service Received – Customer Expectation

of Customer Service

In this way it is easy to generalize that if the perception of the service received has exceeded
the expectations of the service customer satisfaction will be positive; on the other hand, if the
perception of the of the service received is less than the level of expectation of the service it
would lead to customer dissatisfaction.

A set of earlier studies on the topic of customer satisfaction and service perceptions were
mainly undertaken on the basis of studying the relationships between three or four variables
(Dodd‘s et al,(1985), Zenithal (1988) and Lee and Cunningham (1996)).

The main shortcomings of such studies are that they rely on qualitative aspects increasingly
and at the same time do not take into account psychological aspects of customer experiences.
When related to the current research such customer experience psychological aspects will be
stress associated with the longer waiting times in London Underground and National Rail
Services terminals and stress and pressure caused by train carriages being overcrowded. This,
study, on the other hand addresses the psychological aspects of service sector organization
customer experiences as well.

Yi (1989) mentions confirmation/disconfirmation framework when discussing the issues of

customer satisfaction. According to the framework customers have a set of pre-established
standards in their mind when they are about to purchase a product or a service? The level of
customer satisfaction is a result of comparison of this standard to the perception of the product
bought or the service received.

If the level of perception of product or service bought does match the established customer
standards this will result in customer satisfaction, and if it fails to meet customer standards
customers will be left dissatisfied.

27
Cecile et al (1974) maintain the validity of two factor theory in relation to analyzing customer
satisfaction. Two factor theory states that customers can be satisfied and dissatisfied with a
product or a service at the same time, because satisfaction and dissatisfaction will be about
different aspects of the product or service, thus, they will be unrelated.

The dual factor theory was further developed by Swan and Combs (1976) to change the names
of the factors to instrumental performance and expressive performance. According to this
theory instrumental performance relates to physical aspects of the product or service, whereas
expressive performance refers to psychological aspects. The theory specifies expressive
performance as a necessary component of customer satisfaction. Customers will be left
unsatisfied if they are not satisfied with expressive performance of products and services,
regardless of the fact that their instrumental performance have been satisfactory or not.

Levels of Customer Satisfaction :

When discussing categories of customer satisfaction levels, Williams and Boswell (2003) refer
to Oliver‘s theory that divides potential customer satisfaction levels into three categories:

First, negative disconfirmation happens when the level of service turns out to be worse than
expected by the customer.

Second, Positive disconfirmation, is the case where the service is better than expected by the
customer.

Third, simple disconfirmation, happens when the level of service matches the level of service
expectations.

A range of authors have offered explanations about differences between service quality and
customer satisfaction from the viewpoint of customers. The most notable work in that aspect
belongs to Oliver (1997) as mentioned by Williams and Boswell (2003) as presented on the
following table:

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 Service Quality Customer Satisfaction

Evaluated using specific clues Evaluation more holistic

Based on perceptions of ―excellence‖ Based on needs

Cognitive Emotional

In Amazon

Introduction of Amazon, it a is form of Amazon music, prime videos and Online shopping in
the form of electronic commerce which allows consumers to directly buy goods or services
from a seller over the Internet using a web browser. Consumers find a product of interest by
visiting the website of the retailer directly or by searching among alternative vendors using a
shopping search engine, which displays the same product's availability and pricing at different
e retailers. As of 2016, customers can shop online using a range of different computers and
devices, including desktop computers, laptops, tablet computers and smart phones

a online shop evokes the physical analogy of buying products or services at a regular "bricks-
and An mortar retailer or shopping center, the process is called business-to-consumer (B2C)
online shopping When an online store is set up to enable businesses to buy from other business,
the process is called business-to-business (B2B) online shopping. A typical online store enables
the customer to browse the firm's range of products and services, view photos or images of the
products, along with information about the product specifications, features and prices

Online stores typically Mobile shoppers to use "search" features to find specific models, brands
or items

29
 Online customer must have access to the Internet and a valid method of payment in order to
complete a transaction, such as a credit card, an Interact-enabled debit card, or a service

such as PayPal For physical products (e.g. paperback books or clothes, the e-trailer ships the
products to the customer for digital products, such as digital audio files of songs or software,
the eater typically sends the file to the customer over the Internet. The largest of these online
ting corporations are Amazon.com, and eBay

TYPES OF BUSINESS MODEL WHICH AMAZON FOLLOWS

1 Online Subscriptions

2 Exclusive Brand Stores

3 Deals Websites

4 Marketplace

• Online Subscriptions-

These websites work like an offline subscription. Here the users can choose from subscriptions
available on the website and subscribe according to their needs. The payment for subscription
can be mate online and also the recurring payments can be made in the same manner and the
consumer can get the service

Hence, online payment for the service is the pressure point here. This makes the services more
accessible and easier payment options make it more attractive to the users

In India magazines like Frontline can be subscribed online and so can the newspapers like The
Hindu Amazon.com has also started the monthly subscription service where it provides the
consumers the option of Mobley subscription with discounts from normal rates and the
consumers can pay the subscription fees on their website.

• Online Exclusive Brand Stores-

Here the brands create their own online brand stores. The brand's catalog is uploaded on the
website where the consumers see it which is also available in their physical stores. Here the

30
 consumers get the advantage of shopping from their trusted brands online without having to
visit the physical stores

Examples of online exclusive brand stores are HP. Samsung. Peter England, Monte Carlo etc.

• Deals Websites-

There are various ecommerce websites which provide the best deals to the customers. Such
write give the consumers various deals available on other websites or stores.

• Marketplace-

Here the consumers and sellers are provided with a platform to interact with each other. Based
on this there are various websites with different models that they follow. These models are:

Business to Consumer (B2C)

This is the most common business model that usually people know about. Here the sellers of
products or services, as well as the buyers of such products or services, an present on an online
platform. Virtual stores give the consumers access to wider variety of products at cheaper rates.
The best example for this is Amazon. in, Flipkart.com, Myntra.com, Snapdeal.com etc where
the consumers can find Almont anything beat books, electronic products like washing
machines, USB storage devices, clothes, shoes or personal care etc.

In India the B2C model is growing at a fast pace, however, there are still various challenges.
The major challenge is poor internet connectivity. Also most consumers do not possess credit
cards. Most consumers still depend on cash on delivery mode of payment. In addition to this
the ecommerce websites do not have very good customer services leaving the consumers
doubtful about using these websites and apps.

31
Business to Business (B2B)

here both the parties are involved in business activities. Here commercial transactions take
place between both the parties. The parties involved can be a manufacturer and wholesaler or
a wholesaler and retailer In India the 828 model has 100% Foreign Direct Investment allowed
through automatic route, unlike the B2C model. However, this model is still in its nascent stage
in India.

Online business transactions in India are limited and the market is less receptive However, the
experts do believe that this situation shall change in coming times and the B2B ecommerce
space is expected to grow almost 25 times by 2020.

Consumer to Consumer (C2C)

Here both the parties are individuals undertaking a business activity on a platform. Here the
individual can well something they no longer need or can sell products made by them as they
engage in a small home hosted business activity like hugs or some handicraft items.

PRINCIPLES OF AMAZON

32
Customer Obsession-Leaders start with the customer and work backwards. They work
vigorously to earn and keep customer trust. Although leaders pay attention to competitors, they
obsess over customers.

Ownership-Leaders are owners. They think long term and don‘t sacrifice long-term value for
short-term results. They act on behalf of the entire company, beyond just their own team. They
never say ―that‘s not my job."

Invent and Simplify-Leaders expect and require innovation and invention from their teams
and always find ways to simplify. They are externally aware, look for new ideas from
everywhere, and are not limited by ―not invented here." As we do new things, we accept that
we may be misunderstood for long periods of time.

Are Right, A Lot-Leaders are right a lot. They have strong judgment and good instincts. They
seek diverse perspectives and work to disconfirm their beliefs.

Learn and Be Curious-Leaders are never done learning and always seek to improve
themselves. They are curious about new possibilities and act to explore them.

Hire and Develop the Best-Leaders raise the performance bar with every hire and promotion.
They recognize exceptional talent, and willingly move them throughout the organization.
Leaders develop leaders and take seriously their role in coaching others. We work on behalf of
our people to invent mechanisms for development like Career Choice.

Insist on the Highest Standards-Leaders have relentlessly high standards — many people
may think these standards are unreasonably high. Leaders are continually raising the bar and
drive their teams to deliver high quality products, services, and processes. Leaders ensure that
defects do not get sent down the line and that problems are fixed so they stay fixed.

Think Big-Thinking small is a self-fulfilling prophecy. Leaders create and communicate a bold
direction that inspires results. They think differently and look around corners for ways to serve
customers.

Bias for Action-Speed matters in business. Many decisions and actions are reversible and do
not need extensive study. We value calculated risk taking

33
Frugality-Accomplish more with less. Constraints breed resourcefulness, self-sufficiency, and
invention. There are no extra points for growing headcount, budget size, or fixed expense.

Earn Trust-Leaders listen attentively, speak candidly, and treat others respectfully. They are
vocally self-critical, even when doing so is awkward or embarrassing. Leaders do not believe
their or their team‘s body odor smells of perfume. They benchmark themselves and their teams
against the best.

Dive Deep-Leaders operate at all levels, stay connected to the details, audit frequently, and are
skeptical when metrics and anecdote differ. No task is beneath them.

Have Backbone; Disagree and Commit-Leaders are obligated to respectfully challenge

decisions when they disagree, even when doing so is uncomfortable or exhausting. Leaders
have conviction and are tenacious. They do not compromise for the sake of social cohesion.
Once a decision is determined, they commit wholly.

Deliver Results-Leaders focus on the key inputs for their business and deliver them with the
right quality and in a timely fashion. Despite setbacks, they rise to the occasion and never settle

34
 CHAPTER – 2
RESEARCH METHODOLOGY

RESEARCH DESIGN

Introduction:

Research refers to a search for knowledge. One can also define research as a scientific and
systematic research information on a specific topic. In fact, research is an art of scientific
investigation. Research is a careful investigation or inquiry especially through search for new
facts in any branch of knowledge.

This section discusses the design that was used to achieve the set objectives, descriptive
research method, sampling design, study population, sample size, sampling method, data
collection instruments, analysis and ends with anticipated limitations.

Definition:

According to Ker linger, ―Research design is the plan, structure, and strategy of investigation
conceived so as to obtain answer to research questions and to control the variance.‖

Meaning:

The process used to collect information and data for the purpose of making business decisions.
The methodology may include. A research design is simply the framework or plan for a study
that is used as a guide in collecting and analyzing the data. It is blueprint that is followed in
completing a study.

TITLE OF THE STUDY:

“A Study on customer Satisfaction with reference to Amazon”

35
OBJECTIVE OF THE STUDY:

• To identify the customer satisfaction level of Amazon

• To study the feasibility of customers with regard to the process of purchasing products or
services of Amazon.
• To analyze the clarity and accuracy of the Amazon
• To study the service procedures of Amazon
• To suggest suitable measures, wherever necessary to the Amazon, concerned for
improving their performance.

Statement of the problem:

Customer satisfaction plays a major role in today‘s scenario, as any company can survive in
the market only if their customers are happy and are having their needs and wants fulfilled with
the products offered to them. This study is conducted, to analyze how satisfied the customers
are with the services provided in AMAZON and find where the company lags in giving a 100%
customer satisfaction to their customers.

Research design – Descriptive

The descriptive research is used as the study includes surveys and fact finding enquiries related
to packed drinking water industry. The major purpose of descriptive research is descriptive of
the state of affairs as it exists at present.

Research Approach - General survey

In this case, a general survey to gain knowledge about the market, commonly known as pilot
survey was and undertaken where particularly information was gathered with respect to the
brands, people‘s/ consumer‘s perception so that it serves as a foundation to prepare the
questionnaire for collecting primary data and that it helps in deciding other methods to be
adopted which may be useful in gathering the necessary information.

36
Data source–

✓ Primary data

- Questionnaires

✓ Secondary data

- Management books

- Manual of the organization

- Projects and books

Research Instrument:

A questionnaire is a series of written questions a researcher supplies to the prospective

respondents, requesting their response. Usually the questionnaire is self-administered in that it
is posted to the prospective respondents, asking them to complete it and post it back.(Google
Form)

Data representation techniques:

Bar graphs, column graphs, line graphs & pie charts

Total sample size:

I have taken the sample size of 160 customers for the research purpose with the help of
Google Form

Limitations:

✓ This study conducted relating to the Amazon applications, so the result which we gather
is only applicable for the Amazon customers.
✓ The response from the sample may be biased, or may contain cooked up from the
respondent.

37
✓ Another limitation was the relatively short period and within which this research was
carried out.
✓ Questionnaires method is used only for data collection and the limitation of the
questionnaire method is applicable to the study.

38
 CHAPTER – 3
COMPANY PROFILE
About Amazon.com, Inc.

Amazon.com began as a bookstore, and becomes a store for almost all products. Its website
still offers millions of books, as well as other media, home furnishings, clothing, pet supplies,
office products, health and beauty, jewelry, consumer electronics, software, lawn and patio,
grocery, automotive products and hundreds of other product categories. In terms of electronics,
Amazon manufactures and sells electronic devices, including Kindle, Fire tablet, Fire TV,
Echo, Ring, and other devices, and develops and produces media content. The company is also
the dominant cloud services provider (through Amazon Web Services, or AWS), an influential
entertainment company through its video streaming operations, a force to be reckoned with in
grocery with its ownership of natural foods chain Whole Foods, and a leader in digital personal
assistant devices with Alexia and its Echo product line. Amazon.com, Inc. was incorporated in
1994 in the state of Washington and reincorporated in 1996 in the state of Delaware.

Operations
Amazon.com organizes reporting of its operations into three segments: North America (about
60% of revenue), International (nearly 30%), and Amazon Web Services (AWS, about 15%).
Its North America segment includes retail sales and subscriptions sold via North American-
focused websites, as well as through Whole Foods grocery stores, while the International
segment includes the operations of internationally-focused websites such as Amazon sites
serving the UK, Spain, Japan, and other countries.

39
AWS includes global revenue from its cloud, storage, database, and other services.
Stepping back from the geographic reporting, online sales, including products sold on behalf
of third-parties, account for about 70% of Amazon's total revenue. Whole Foods physical stores
generate just under 10% of revenue, with the company's subscription services -- annual and
monthly fees associated with Amazon Prime membership, as well as audio book, e-book,
digital video, digital music, and other services -- contributing more than 5%.

In terms of fulfillment costs, it is consist of those costs incurred in operating and staffing in
North America and International segments' fulfillment centers, physical stores, and customer
service centers, including costs attributable to buying, receiving, inspecting, and warehousing
inventories; picking, packaging, and preparing customer orders for shipment and other ways.

Geographic Reach
The US is by far Seattle-based Amazon's largest market by sales (about 50%), with Germany,
the UK, and Japan the top three international markets. Amazon has more than 175 operating
fulfillment centers and more than 150 million square feet of space where associates pick, pack,
and ship millions of Amazon.com customer orders to the tune of millions of items per year.
Specifically, in North America, Amazon currently has more than 110 operational facilities with
a variety of employment opportunities.

Sales and Marketing

Amazon.com serves consumers like sellers, developers, enterprises, and content creators. In
addition, Amazon provides services, such as advertising to sellers, vendors, publishers, and
authors, through programs such as sponsored ads, display, and video advertising.
Its AWS segment targets businesses of all sizes, government agencies, schools, and other
entities.

Financial Performance
It is a bit of an understatement to call Amazon's recent revenue growth strong. Amid a boon in
online shopping, the company's sales have rocketed more than 160% since 2015

40
Net income had been slightly more volatile amid heavy investments, but that figure has
exploded in the past three years.
The company reported a 20% increase in 2019 to $280.5 billion. All three segments grew that
year, with North America adding about $29.4 billion.
Amazon posted record net income for the fourth consecutive year with profit of $11.6 billion,
up from $10.1 billion the prior year.
Cash at the end of 2019 was about $36.4 billion, an increase of $4.2 billion from the prior year.
Cash from operations contributed $38.5 billion to the coffers, while investing activities used
$24.3 billion, mainly for purchases of marketable securities. Financing activities used another
$10.1 billion as Amazon made principal repayments of finance lease obligations.

Strategy
The business strategy of Amazon consists of focusing on investing in technologies, enhancing
its logistics applications, improving its web services by fulfillment capacity, M&A strategy,
AWS segment, R&D activities in logistics, and experimenting with Fitch.

Mergers and Acquisitions

One of the ways Amazon has achieved unprecedented growth and moved into new areas is
through acquisitions.
In 2020, Amazon and Zoos are pleased to announce an agreement for Amazon to acquire Zoos.
is a forward-thinking team that is pioneering the future of ride-hailing by designing
autonomous technology from the ground up with passengers front-of-mind.
In 2019 Amazon agreed to buy euro, a company that makes devices to blanket a home with
Wi-Fi signals, for an undisclosed amount. The deal could help Amazon in its quest to put
devices like its Echo digital assistant, Ring doorbells, and Blink security systems in customers'
homes. The routers made by euro could ensure that voice-enabled assistants would work
throughout a house, allowing the residents to turn lights and appliances on and off with voice
commands.

41
Company Background.

Jeff Bezos founded Amazon.com in 1994. After months of preparation, he launched a website
in July 1995 (Douglas Hofstadter's Fluid Concepts and Creative Analogies was its first book
sale); it had sales of $20,000 a week by September. Bozos and his team kept working with the
site, pioneering features that now seem mundane, such as one-click shopping, customer
reviews, and e-mail order verification.
Amazon went public in 1997.
Amazon's Corporate Vision Statement
Amazon's corporate vision is "to be Earth's most customer-centric company, where customers
can find and discover anything they might want to buy online. This vision stamen underscores
the business organization's main aim of becoming the best e-commerce company in the world.
In this regard, the following characteristics are identifiable in Amazon's corporate vision
statement
1. Global reach
2. Customer-centric approach
3. Widest selection of products

42
Amazon's Corporate Mission Statement
Amazon's mission statement is "We strive to offer our customers the lowest possible prices,
the best available selection, and the most convenience. This corporate mission promises
attractive - commence services to satisfy target customers' needs. The company focuses on the
variables of price, selection, and convenience. In this regard the following characteristics are
identifiable in Amazon's corporate mission statement
1. Lowest prices
2. Best selection
3. Utmost convenience

HISTORY OF AMAZON

The company was founded as a result of what Jeff Bezos called his "regret minimization
framework," which described his efforts to fend off any regrets for not participating sooner in
the Internet business boom during that time. [15] In 1994, Bozos left his employment as vice-
president of D. E. Shaw & Co.. a Wall Street firm, and moved to Seattle, Washington, where
he began to work on a business plan for what would become Amazon.com.

On July 5, 1994, Bezos initially incorporated the company in Washington State with the name
cadarara.in. He later changed the name to Amazon.com, Inc. a few months later, after a lawyer
misheard its original name as "cadaver" [18] In September 1994, Bezos purchased the
URLRelentless.com and briefly considered naming his online store Relentless, but friends told
him the name sounded a bit sinister. The domain is still owned by Bezos and still redirects to
the retailer.

✓ Choosing a name
Bezos selected the name Amazon by looking through the dictionary; he settled on "Amazon"
because it was a place that was "exotic and different",
just as he had envisioned for his Internet enterprise. The Amazon River, he noted, was the
biggest river in the world, and he planned to make his store the biggest bookstore in the world.

43
Additionally, a name that began with "A" was preferential due to the probability it would occur
at the top of an alphabetized list. Bezos placed a premium on his head start in building a brand
and told a reporter, "There's nothing about our model that can't be copied over time. But you
know, McDonald's got copied. And it's still built a huge, multibillion-dollar company. A lot of
it comes down to the brand name. Brand names are more important online than they are in the
physical world."

✓ Online bookstore and IPO

After reading a report about the future of the Internet that projected annual web commerce
growth at 2,300%, Bozos created a list of 20 products that could be marketed online. He
narrowed the list to what he felt were the five most promising products, which included:
compact discs, computer hardware, computer software, videos, and books. Bozos finally
decided that his new business would sell books online, due to the large worldwide demand for
literature, the low price points for books, along with the huge number of titles available in print.
Amazon was founded in the garage of Bozos' rented home in Bellevue, Washington. Bozos
parents invested almost $250,000 in the start-up.

In July 1995, the company began service as an online bookstore. The first book sold on
Amazon.com was Douglas Hofstadter's Fluid Concepts and Creative Analogies: Computer
Models of the Fundamental Mechanisms of Thought. In the first two months of business,
Amazon sold to all 50 states and over 45 countries. Within two months, Amazon's sales were
up to $20,000/week. In October 1995, the company announced itself to the public. In 1996, it
was reincorporated in Delaware. Amazon issued its initial public offering of stock on May 15,
1997, at $18 per share, trading under the NASDAQ stock exchange symbol AMAZON.

Barnes & Noble sued Amazon on May 12, 1997, alleging that Amazon's claim to be "the
world's largest bookstore" was false because it "... isn't a bookstore at all.
It's a book broker." The suit was later settled out of court and Amazon continued to make the
same claim. Wal-Mart sued Amazon
on October 16, 1998, alleging that Amazon had stolen Wal-Mart‘s trade secrets by hiring
former Wal-Mart executives. Although this suit was also settled out of court, it cause

44
Amazon to implement internal restrictions and the reassignment of the former Wal-Mart
executives.

In 1999, Amazon first attempted to enter the publishing business by buying a defunct imprint,
"Weathervane", and publishing some books "selected with no apparent thought", according to
The New Yorker. The imprint quickly vanished again, and as of 2014 Amazon representatives
said that they had never heard of it. Also in 1999, Time magazine named Bozos the Person of
the Year when it recognized the company's success in popularizing online shopping.

✓ Merchant partnership
Until June 30, 2006, typing ToysRUs.com into a browser would bring up Amazon.com's "Toys
& Games" tab; however, this relationship was terminated due to a lawsuit. Amazon also hosted
and managed the website for Borders bookstores but this ceased in 2008. From 2001 until
August 2011, Amazon hosted the retail website for Target.
Amazon.com operates retail websites for Sears Canada, Babe Stores, Marks & Spencer, Mother
care, and Low cost. For a growing number of enterprise clients, including the UK merchants
Marks & Spencer, Benefit Cosmetics UK entity, edeals.com and Mother care, Amazon
provides a unified multichannel platform where a customer can interact with the retail website,
standalone in-store terminals or phone-based customer service agents. Amazon Web Services
also powers AOL's ShopKo.

On October 18, 2011, Amazon.com announced a partnership with DC Comics for the exclusive
digital rights to many popular comics, including Superman, Batman, Green Lantern. The
Sandman, and Watchmen. The partnership has caused well-known bookstores like Barnes &
Noble to remove these titles from their shelves.

In November 2013, Amazon.com announced a partnership with the United States Postal
Service to begin delivering orders on Sundays.

45
The service, included in Amazon's standard shipping rates, initiated in metropolitan areas of
Los Angeles and New York due to the high-volume and inability to deliver timely, with plans
to expand into Dallas, Houston, New Orleans and Phoenix by 2014.
In July 2016, Amazon.com announced a partnership with the UK Civil Aviation Authority to
test some of the technologies and may use delivery service via prime air drone in the future.

In June 2017, Nike confirmed a partnership with Amazon, stating it to be in an initial phase
where they'll be selling goods on Amazon. As of October 11, 2017, Amazon Fresh sells a range
of Booths branded products for home delivery in selected areas.

PRODUCT AND SERVICES

This is the Ultimate list of Amazon products and services online. Amazon has many different
devices and services that most people don‘t know about. So we took the liberty to bring all of
Amazon to you in one article. Truth be told, Amazon is at the top of the food chain when it
comes to ecommerce. If you ask us they just do it the best. But did you know that Amazon
doesn‘t just offer products, they also have a large selection of services

Services like Amazon Prime, prime video, and Amazon AWS have become extremely popular
and have placed Amazon on a huge map. So without further ado, let‘s step into the world of
Amazon.

Amazon's product lines available at its website include several media (books, DVDs, music
CDs, videotapes and software), apparel, baby products, consumer electronics, beauty products,
gourmet food, groceries, health and personal-care items, industrial & scientific supplies,
kitchen items, jewelry, watches, lawn and garden items, musical instruments, sporting goods,
tools, automotive items and toys & games.
Amazon is now gearing up in India to play a role in the grocery retail sector aimed at delivering
customer needs.

46
Amazon.com has a number of products and services available, including:
• Amazon Fresh
• Amazon Prime
• Amazon Web Services
• Alexia
• App store
• Amazon Drive
• Echo
• Kindle
• Fire tablets .
• Fire TV
• Video
• Kindle Store
• Music
• Music Unlimited
• Amazon Digital Game Store
• Amazon Studios
• Amazon Wireless

47
WEBSITE
The domain amazon.com attracted at least 615 million visitors annually by 2008. Amazon
attracts over 130 million customers to its US website per month by the start of 2016. The
company has also invested heavily on a massive amount of server capacity for its website,
especially to handle the excessive traffic during the December Christmas holiday season.
Results generated by Amazon's search engine are partly determined by promotional fees.

Amazon's localized storefronts, which differ in selection and prices, are differentiated by top-
level domain and country code.
Has separate retail websites for the United States, the United Kingdom and Ireland, France,
Canada, Germany, Italy, Spain, Netherlands, Australia, Brazil, Japan, China, India and Mexico.

48
Amazon allows users to submit reviews to the web page of each product. Reviewers must rate
the product on a rating scale from one to five stars. Amazon provides a bad gong option for
reviewers which indicate the real name of the reviewer (based on confirmation of a credit card
account) or which indicate that the reviewer is one of the top reviewers by popularity

49
 Customers may comment or vote on the reviews, indicating whether they found a review
helpful to them. If a review is given enough "helpful" hits, it appears on the front page of the
product. In 2010, Amazon was reported as being the largest single source of Internet consumer
reviews.
When publishers asked Bozos why Amazon would publish negative reviews, he defended the
practice by claiming that Amazon.com was "taking a different approach... we want to make
every book available the good, the bad and the ugly... to let truth loose".
There have been cases of positive reviews being written and posted by public relations
companies on behalf of their clients and instances of writers using pseudonyms to leave
negative reviews of their rivals works.

AMAZON SALES RANK

The Amazon sales rank (ASR) provides an indication of the popularity of a product sold on
any Amazon locale. It is a relative indicator of popularity that is updated hourly. Effectively, it
is a "best sellers list" for the millions of products stocked by Amazon. While the ASR has no
direct effect on the sales of a product, it is used by Amazon to determine which products to
include in its bestsellers lists. Products that appear in these lists enjoy additional exposure on
the Amazon website and this may lead to an increase in sales. In particular, products that
experience large jumps (up or down) in their sales ranks may be included within Amazon's lists
of "movers and shakers"; such a listing provides additional exposure that might lead to an
increase in sales. For competitive reasons, Amazon does not release actual sales figures to the
public. However, Amazon has now begun to release point of sale data via the Nielsen Books
can service to verified authors. While the ASR has been the source of much speculation by
publishers, manufacturers, and marketers, Amazon itself does not release the details of its sales
rank calculation algorithm. Some companies have analyzed Amazon sales data to generate
sales estimates based on the ASR, though Amazon states:

Please keep in mind that our sales rank figures are simply meant to be a guide of general interest
for the customer and not definitive sales information for publishers-we assume you have this
information regularly from your distribution sources.

50
 Literature Review

Definition and Importance of Customer Satisfaction

Define customer satisfaction as the overall evaluation or perception a customer has of a product,
service, or brand based on their experiences and expectations.
Emphasize the importance of customer satisfaction for businesses, as it influences customer loyalty,
repeat purchases, positive word-of-mouth, and long-term profitability.
Highlight the role of customer satisfaction in the e-commerce industry, where online retailers rely
heavily on positive customer experiences to build trust and maintain a competitive edge.

Theoretical Frameworks and Models of Customer Satisfaction

Discuss various theoretical frameworks and models that explain customer satisfaction, such as the
Expectancy-Disconfirmation Theory, the Service Quality Model, and the Kano Model.
Explain how these frameworks conceptualize customer satisfaction by considering factors such as
customer expectations, perceived performance, and the gap between expectations and actual
experiences.
Evaluate the applicability and relevance of these frameworks to the context of e-commerce and
online retail, considering the unique characteristics and challenges of the industry.

Factors Affecting Customer Satisfaction in E-commerce

Identify and discuss key factors that influence customer satisfaction in the e-commerce environment,
including website usability, product quality, pricing, delivery speed, customer support, and
returns/exchange processes.
Explore the impact of factors specific to online retail, such as website design and navigation, product
information accuracy, online reviews and ratings, and personalization features.
Highlight the role of trust, security, and privacy concerns in shaping customer satisfaction in e-
commerce, as customers rely on these factors to feel confident and secure while making online
purchases.

Studies on Customer Satisfaction in the Online Retail Industry

Review existing studies and research on customer satisfaction in the online retail industry, focusing
on studies that specifically examine customer satisfaction with Amazon.
Summarize key findings from these studies, including customer satisfaction levels, factors
influencing satisfaction, and comparisons with other online retailers.
Discuss any gaps or inconsistencies in the literature, indicating areas where further research is needed
to gain a comprehensive understanding of customer satisfaction in the context of Amazon.

51
 CHAPTER – 4
DATA ANALYSIS AND INTERPRETATION
TABLE - 1

Table showing gender respondents.

GENDER NO.OF PERCENTAGE

RESPONDENT

MALE 98 61.3%

FEMALE 62 38.7%

TOTAL 160 100%

Table 4.1

Analysis:

The above table shows that from the total number of respondents, 98 customers are male and
the remaining 62 customers are female.

52
CHART - 1

Chart showing Genders.

38.7%

Male
61.3%
Female

Fig 4.1

Interpretation:

From the above graph, it is clearly seen that the highest number of respondents comprises of
the male customers with 61.3% when compared to the female customers with 38.7%

53
TABLE 2

Table showing the response of different age group respondents.

NO.OF AGE PERCENTAGE

RESPONDENTS

Under 20 11 6.9%

Between 21-30 117 73.1%

Between 31-40 27 16.9%

Between 41-50 3 1.8%

Above50 2 1.3%

Total 160 100%

Table 4.2

Analysis:

The above table shows that from the total number of respondents, 11 customers were aged
under 20 years, 117 customers were aged between 21-30 years, 27 of customers were aged
between 31-40 years, 3 customers were aged between 41-50 years and 2 of customers were
aged above 50

54
CHART-2

Chart showing the response of different age group.

Age
0.8
group
73.10%
0.7
0.6
0.5
0.4
0.3
0.2 16.90%

0.1 6.90%
1.80% 1.30%

Under 20 Between 21-30 Between 31-40 Between 41-50 Above50

Fig 4.2

Interpretation:

From the above graph we can interpret that there are more number of customers in the age
group of 21-30 and 31-40 and under 20 years to the Amazon. Whereas age group of 41-50 and
above 50 are comparatively less.

55
TABLE 3

Table showing the qualifications of respondents.

QUALIFICATION NO.OF PERCENTAGE

RESPONDENTS

Under Graduate 57 35.6%

Post Graduate 33 20.6%

Graduate 60 37.5%

Other 10 6.2%

Total 160 100%

Table 4.3

Analysis:

The above table shows that 33 customers fall under the qualification of post graduate, followed
by 57 customers are under graduate and 60 customers are graduate to the Amazon satisfaction
study.

56
CHART-3

Chart showing the qualifications of respondents.

37.50%
0.4 35.60%
0.35
0.3
0.25 20.60%
0.2
0.15
0.1 6.20%
0.05

Under Post Graduate Others

Graduate Graduate

Fig 4.3

Interpretation:

From the above graph we can come to an understanding that the customers of Amazon are
mostly under the qualification of under graduate (35.60%), post graduate (20.60%) and 37.50%
completed graduation.

57
TABLE 4

Table showing the designation of different respondents.

DESIGNATION NO OF RESPONDENTS PERCENTAGE

Student 50 31.3%

Employee in company 64 40%

Self Employed 24 15%

A Homemaker 21 13.3%

Retired 1 0.6%

Total 160 100%

Table 4.4

Analysis:

The above table shows the mixture of customers to Amazon Where in 50 students were
customers, 64 customers are employed in company, followed by 24 customers are self-
employed, 21 customers are homemaker and 1 customer is retired.

58
CHART-4

Chart showing the designation of different respondents.

Retired 0.60%

A Homemaker 13.30%

Self Employed

Employee in company

Student 31.30%

DESIGNATION

0.1 0.2 0.3 0.4

Fig 4.4

Interpretation:

From the above graph we can interpret that there is a combination of customers in the range of
students (31.30%), employee in company (40%), self-employed (15%), homemaker (13.30%)
and retired (0.6%) buying or using products or services from Amazon.

59
TABLE 5

Table showing of respondents falling under different income segments.

INCOME NO OF RESPONDENTS PERCENTAGE

Under 15000 49 35%

16000 - 30000 45 32.8%

31000 - 50000 19 13.9%

Above 50000 24 17.5%

Preferred not to say

23 14.3
the income

Total 160 100%

Table 4.5

Analysis:

The above table shows that respondents falling under the income group of under 15000, 16000-
30000 are the majority of the customers to the Amazon with 49 and 45respondents, followed
by 31000-50000 with 19 and 24 respondents above the income group of 50000. Only 23 of
customers out of 160 preferred not to say the income

60
CHART-5

Chart showing of respondents falling under different income segments.

60

50

40

30

20 14.3
10
32.80% 13.90% 17.50%

Under 15000 16000 - 30000 31000 - 50000 Above 500P0r0eferred not to say the income

Fig 4.5

Interpretation:

With reference to the graph we can say that income group of 16000-30000 and 15000 make the
majority of the customers in the Amazon with 35%, 32.8% and making an average of over
70%, whereas only 17.5% of the customers belong to the income group above 50000, 13.9%
under 31000-50000.

61
TABLE 6

Table showing how respondents came to know about Amazon.

NO OF
Mode PERCENTAGE
RESPONDENTS

Family and friends 65 40%

Online Advertisement 81 50.6%

Promotional mails 3 1.8%

Print media and broad cast 11 6.9%

Total 160
100%

Table 4.6

Analysis:

From the above table we can understand that 65 of the customers came to know about Amazon
through the online advertisement, 81 through Family and friends and 3 respondents through
promotional mails finally the remaining 11 respondents came to know about Amazon through
Print media and broad cast.

62
CHART-6

Chart showing how respondents came to know about Amazon.

50.60%

6.90%
1.80%

Fig 4.6

Interpretation:

From the graph above shown we can analyze that majority of the customers came to know
about Amazon is convenient through Online Advertisement that is 50.6 % of the respondents
chose Online Advertisement, 40.6% of the customers from Family and Friends, and 6.9% have
respondent to Print media and broad cast and finally 1.8% through Promotional mails.

63
TABLE 7

Table showing how prominently the customers were kept informed about terms and
condition, policy of Amazon before using it

STATEMENT NO.OF RESPONDENTS PERCENTAGE

Yes 76 47.5%

No 31 19.4%

Maybe 53 33.1%

Total 160 100%

Table 4.7

Analysis:

From the above analysis we can understand that 76 respondents have kept informed about
terms and condition of Amazon followed by 31 of customers were not kept informed about
terms and condition very prominently, along with this 53 of have agreed to maybe about the
terms, condition and policy of Amazon.

64
CHART-7

Chart showing how prominently the customers were kept informed about terms and
condition, policy of Amazon before using it

Statement About Terms and Conditions

STATEMENT

Yes
33.1%
47.5%
No

19.4% Maybe

Fig 4.7

Interpretation:

With reference to the above chart we can conclude that 47.5% of the customers feel they are
kept informed about the terms, condition and policy of Amazon, in precise figure 19.4% have
said NO, and 33.1% of customers were not sure about terms condition and policy of Amazon.

65
TABLE 8

Table showing how Amazon is timely efficient and effective manner.

STATEMENT NO OF RESPONDENTS PERCENTAGE

Strongly agree 26 16.2%

Agree 79 49.4%

Neutral 40 25%

Disagree 10 6.3%

Strongly disagree 5 3.1%

Total 160
100%

Table 4.8

Analysis:

From the above data we can come to an understanding that majority 79 respondents have agreed
that Amazon is timely efficient and effective manner, 26 respondents have strongly agreed to
this above statement and 40 respondents say the effectiveness was neutral and 5 respondents
have disagreed to this.

66
CHART-8

Chart showing how Amazon is timely efficient and effective manner.

3.10%
Strongly disagree

6.30%
Disagree

PERCENTAGE
Neutral NO OF RESPONDENTS

49.40%
Agree

16.20%
Strongly agree

50 100

Fig 4.8

Interpretation:

With reference to this shown data in the graph we can conclude that 16.2% of respondents have
strongly agreed that the Amazon is very timely efficient and effectively in manner with addition
to this 49.4% have also agreed to this and 25% of the respondents feel neutral about the
effectiveness of the Amazon in resolving the efficiency of Amazon and 9.4% of the respondents
did not have their expectations met in the effectiveness in the Amazon.

67
TABLE 9

Table showing the main reasons why customers preferred Amazon.

STATEMENT NO OF RESPONDENTS PERCENTAGE

Less price 10 6.3%

Good quality product and

83 51.9%
services

Fast delivery 23 14.4%

Standard 33 20.6%

None 11 6.9%

Total 160 100%

Table 4.9

Analysis:

With reference to the above data we can see that 83 respondents preferred Amazon because of
good quality and services, 33 and 23 respondents because of standard and fast delivery
followed by 10 respondents preferred because of less price and 11 respondents considered as
none for the preference of Amazon.

68
CHART-9

Chart showing level of understanding the claim process.

Fig 4.9

Interpretation:

From the above graph we can analyze that more than 51.9% of the customers preferred Amazon
because of good quality and services, 14.4%, 20.6% and 6.3% of respondents preferred
Amazon for fast delivery, standard and less price followed by 6.9% of respondents has
considered none of the reason to prefer Amazon.

69
TABLE 10

Table showing the level of clarity and accuracy of the of the Amazon in use.

RATINGS NO OF RESPONDENTS PERCENTAGE

10 37 23.19%
9 25 15.6%
8 42 26.3%
7 25 15.6%
6 12 7.5%
5 12 7.5%
4 4 2.5%
3 2 1.3%
2 0 0%
1 1 0.6%

TOTAL 160 100

Table 4.10

Analysis:

The above data tells that 37 respondents have rated 10, 25 respondents have rated 9, 42 of the
respondents have rated 8 and 25 of the respondents have rated 7, 24 of respondents have rated
6 and 5 and remaining 5 respondents have rated under 4 and below for the clarity and accuracy
of the Amazon in use.

70
CHART 10

Chart showing of clarity and accuracy of the of the Amazon in use

23.19% 26.30%

15.60%
15.60%

7.50% 7.50%

2.50%
1.30%
0.60%

10 11

Fig 4.10

Interpretation:

From the above graph we can understand that 23.19% of the respondents have rated 10 that
being the second highest rating , four sets of respondents have responded with 31.2% and 15%
for the following ratings of 9,7, 6 & 5. This shows that this is one aspect of the firm that has to
be changed for better customer satisfaction.

71
TABLE 11

Table showing the Suitability of services as per customers’ needs in Amazon.

CUSTOMERS NEEDS NO OF RESPONDENTS PERCENTAGE

Excellent 37 23.1%

Satisfactory 93 58.1%

Neutral 22 13.7%

Unsatisfactory 8 5%

Total 160 100%

Table 4.11

Analysis:

From the above data we can come to an understanding that 37 respondents have highly agreed
that the service provided by the Amazon is highly suitable as per customers‘ needs and 93
respondents have said that they are satisfied, 13 respondents are unsatisfactory 13 of
respondents are neutral.

72
CHART-11

Chart showing the Suitability of services as per customers’ needs in Amazon.

SUITABILITY OF SERVICES.

100%

58.1%
23.1%

13.7%

E XE LLE NT
S AT IS FACT O R Y
NEUTRAL
U NSAT ISFACT O R Y
T OT AL

Fig 4.11

Interpretation:

With reference to the above graph the Suitability of services as per customer‘s need – we see
that the no. of respondents have different satisfactory levels with respective percentage
displayed. The majority of customers were happy with the needs provided by the firm, being
the highest with 58.1% satisfactory followed by Excellent having 23.1%. However, few
customers were unsatisfied with 5% percent being the least. Overall leads towards a positive
sign.

73
TABLE 12

Table showing the extent of flexibility in dealing provide by Amazon.

FLEXIBILITY NO OF RESPONDENTS PERCENTAGE

Very high 25 15.6%

High 76 47.5%

Average 52 32.5%

low 7 4.4%

Total 160 100%

Table 4.12

Analysis:

From the above table we can understand that 25 respondents have agreed that the level of
flexibility in dealing provide by Amazon is very high, 76 responding as high showing a positive
sign of customer‘s satisfaction and less that 7 respondents is said to be low and 52 respondents
are neutral on their decision.

74
CHART 12

Chart showing the extent of flexibility in dealing provide by Amazon.

47.50%

32.50%

15.60%

4.40%

Very high
High
Average
low

Fig 4.12

Interpretation:

From the above graph we can observe that close to 15.6% of customers feel that the Amazon
is very high in being flexible to meet the expectations of the customers, 47.5% have responded
as high and 36.9% have said to be a combination of neutral and low.

75
TABLE 13

Table showing the accessibility of required services through the Amazon web.

RATINGS NO OF RESPONDENTS PERCENTAGE

10 31 19.4%
9 40 25%
8 43 26.9%
7 19 11.9%
6 11 6.9%
5 8 5%
4 5 3.1%
3 1 0.6%
2 1 0.6%
1 1 0.6%

TOTAL 160 100

Table 4.13

Analysis:

The above data tells that 43 of the respondents have rated 8, 40 of the respondents have rated
9, 19 of the respondents have rated 7, 31 of the respondents have rated 10 and 11 of the
respondents have rated 6, 8 of the respondents have rated 5, 5 of the respondents have rated 4
and remaining 3 respondents have rated 3,2,1 for the accessibility of required services through
the Amazon web.

76
CHART 13

Chart showing the accessibility of required services through the Amazon web.

45 26.90%
40 Accessibility of Amazon
35 web
19.40%
30
25
20 11.90%
15
6.90%
10
3.10%
0.60% 0.60% 0.60%

1 2 3 4 5 6 7 8 9 10

Fig 4.13

Interpretation:

From the above graph we can tell that 26.9% of the respondents have rated 8, 25% of the
respondents have rated 9, 11.9% of the respondents have rated 7, 19.4% of the respondents
have rated 10 and 6.9% of the respondents have rated 6, 3.1% of the respondents have rated 5,
3.1% of the respondents have rated 4 and remaining 1.8% have rated 3,2,1 for the accessibility
of required services through the Amazon web.

77
TABLE 14

Table showing level of contact and communication with the Amazon customer care or
authority employees.

NO OF
Easy communication PERCENTAGE
RESPONDENTS

Highly Satisfactory 32 20%

satisfactory 89 55.6%

Neutral 36 22.5%

Unsatisfactory 3 1.8%

Total 160 100%

Table 4.14

Analysis:

From the above data we can see that 32 respondents seem to agree that the level of contacting
and communicating with the employees of the firm is highly satisfactory also 89 respondents
have said it is satisfactory whereas 3 respondents have claimed it is unsatisfactory and 36 of
respondents said as neutral.

78
CHART-14

Chart showing level of contact and communication with the Amazon customer care or
authority employees.

Easy
Communication

Highly Satisfactory
satisfactory
Neutral
Unsatisfactory

Fig 4.14

Interpretation:

From the above graph we can analyze that 20% of customers are highly satisfied with the
effectiveness of contact and communication with the employees,55.6% have agreed on this
statement and 22.5% have neutral opinion, resulting with 1.8% of unsatisfactory customers to
the firm or organization.

79
TABLE 15

Table showing the data of Availability of information.

AVAILABILITY OF
NO OF RESPONDENTS PERCENTAGE
INFORMATION

Good 86 53.8%

Average 42 26.3%

Ok 30 18.8%

Bad 2 1.2%

Total 160 100%

Table 4.15

Analysis:

From the above table we can understand that 86 respondents have agreed that there is a
good level of availability in information that is provided by the Amazon relevant to product
and service And only 42 respondents feel that the availability of information is average.
Followed by 30 respondent fell ok, 2 respondents felt bad about Availability of information in
Amazon

80
CHART-15

Chart showing the data of Availability of information.

Good Average Ok Bad

Fig 4.15

Interpretation:

From the above graph we can understand that 53.8% of the customers have a positive Feedback
to say about the availability of information that is provided by the Amazon relevant to product
and services. This shows that the company provides well and sufficient information to their
customers.

81
Table-16

Table showing the uniqueness in service of Amazon which satisfied the customers.

Uniqueness In Service of NO OF PERCENTAGE

Amazon RESPONDENTS

Exchange policy 31 19.4%

Quality product 61 38.1%

Fast delivery 37 23.1%

Transaction security 20 12.5%

Other 11 6.9%

TOTAL 160 100%

Table 4.16

Analysis:

With reference to the above table 31 respondents have felt that the exchange policy is
uniqueness in service of Amazon,61 of respondents thought of quality product, 37 of
respondents felt about fast delivery followed by 20 respondents think of transaction security
and 11 respondents think of other reasons for uniqueness in service of Amazon.

82
Chart-16

Chart showing the uniqueness in service of Amazon which satisfied the customers.

38.10%

23.10%
19.40%

12.50%
6.90%

Uniqueness In SerExchange polQuality producFast delivTransaction securityOther

Amazon vice of icy t ery

Fig 4.16

Interpretation:

With reference to the above graph we can conclude that 19.4% of the respondents have felt that
the exchange policy is uniqueness in service of Amazon,38.1% of respondents thought of
quality product, 23.1% of customers felt about fast delivery followed by 12.5% of customers
think of transaction security and 6.9% of respondents think of other reasons for uniqueness in
service of Amazon.

83
Table 17

Table showing how easy it is to report any problem or issue in Amazon.

STATEMENT NO OF RESPONDENTS PERCENTAGE

Strongly agree 9 5.6%

Agree 76 47.5%

Neutral 54 33.8%

Disagree 12 7.5%

Strongly disagree 9 5.6%

Total 160 100%

Table 4.17

Analysis:

From the above table we can see that 76 respondents have agreed that it is easy to be report
any problem or issue in Amazon, 9 respondents have strongly agreed to this statement followed
by 54 respondents are neutral and less than 21 respondents feel that reporting any problem or
issue in Amazon was not easy.

84
Chart-17

Chart showing how easy it is to report any problem or issue in Amazon .

160

140
100%
120

100 47.50%

80
33.80%
60

40
5.60% 7.50% 5.60%
20

Fig 4.17

Interpretation:

From the above graph we can come to an understanding that 5.6% of the customers have
strongly agreed that it is easy to be report any problem or issue in Amazon, and 47.5% of
customers have agreed on this. On an average more than 53.1% of the customers have agreed
to this statement which shows a positive sign and less than 13.1% have felt difficulty in
agreeing to this statement.

85
Table 18

Table showing the compatibility of the prices for the products and services in Amazon.

Compatibility of Price NO OF RESPONDENTS PERCENTAGE

Very high 22 13.8%

High 62 38.8%

Average 74 46.3%

Low 2 1.2%

Total 160 100%

Table 4.18

Analysis:

From the above table we can clearly understand that 62 respondents feels that price along with
the services are high, 22 respondents feels as very high which is still on the less positive end
but 74 respondents feel the prices are averagely charged and less than 2 respondents feel the
prices are very low.

86
Chart-18

Chart showing the compatibility the prices for the products and services in Amazon.

46.30%

13.80%

1.2%

Very high High Average Low

Fig 4.18

Interpretation:

From the above graph we can see 38.8% of the customers feels that price along with the services
are high, 13.8% of customers feels as very high that. But also a good number of customers
around 46.3% are neutral on their decision saying the fees is averagely charged, only 1.2% of
customers fells as low price this is one of the aspects of Amazon company need to focus on
improving to have better satisfaction of their customers.

87
Table 19

Table showing the return policies of the Amazon.

LEVEL OF RETURNS NO OF RESPONDENTS PERCENTAGE

Satisfactory 108 67.5%

Average 45 28.1%

Dissatisfactory 7 4.3%

Total 160 100%

Table 4.19

Analysis:

From the above table we can analyze that 108 respondents are satisfied with the return policy
that is provided by the Amazon. And only 7 respondents are dissatisfied with the return policy
and 45 respondents feels neutral.

88
Chart-19

Chart showing the return policies of the Amazon .

67.50%
Policy

28.10%

4.30%

Satisfactory Average Dissatisfactory

Fig 4.19

Interpretation:

From the above graph we can conclude that the response of this aspect where the return policy
given by the company have been on the positive end showing 88% of customers are satisfied.
And less than 12% are dissatisfied or have neutral feeling about it.

89
Table 20

Table showing what is expected more in Amazon with respect to customers.

EXPECTATIONS NO OF RESPONDENTS PERCENTAGE

More Benefits 80 50%

More Security 42 26.2%

Less extra Charges 32 20%

Less price 6 3.7%

Total 160 100%

Table 4.20

Analysis:

The above data shows that 80 respondents wishes to receive more benefits and 32 respondents
feels the extra charges has to be reduced and 42 respondents wants more security lastly 6
respondents wants the price to be lesser than what is been asked for the products and service
given by Amazon.

90
Chart-20

Chart showing what is expected more in Amazon with respect to

customers.

26.20%

3.70%

More Benefits More Security Less extra Less price

Charges

Fig 4.20

Interpretation:

The above data reveals that 50% of respondents expect more benefits from the products and
service policies provided by the Amazon, than what is already been offered. 26.2% wants more
security. 3.7% wants the price to be lesser than what is been asked for the products and service
given by Amazon. And 3.7% of respondents have felt that the amount of price charged has to
be reduced.

91
Table 21

Table showing the experience of customers while using Amazon.

RATINGS NO OF RESPONDENTS PERCENTAGE

10 33 20.6%

9 36 22.5%

8 47 29.4%

7 17 10.6%

6 11 6.9%

5 7 4.4%

4 5 3.1%

3 1 0.6%

2 1 0.6%

1 2 1.3%

TOTAL 160 100

Table 4.21

Analysis:

The above data tells that 47 respondents have rated 8, 36 respondents have rated 9, 33
respondents have rated 10, 17 respondents have rated 7, 11 respondents have rated 6, 7
respondents have rated 5, 5 of respondents have rated 4, 2 respondents have rated 3 and 2
and lastly 2 respondents have rated 1 for their experience while using Amazon

92
Chart-21

Chart showing the experience during the claim process.

29.40%
22.50%
20.60%

10.60%
6.90%
4.40%
3.10%
0.60% 0.60% 1.30%

10

Fig 4.21

Interpretation:

The above graph tells that 29.4% of the respondents have rated 8, 22.5% of the respondents
have rated 9, 20.6% of the respondents have rated 10, 10.6% of the respondents have rated,
6.9% of the respondents have rated 6, 4% of respondents have rated 5, 3.1% of respondents
have rated 4, 1.2% of respondents have rated 3 and lastly 1.3% of respondents have rated 1 for
their experience while using Amazon.

93
Table 22

Table showing the overall satisfaction of customers with Amazon.

OVERALL NO OF PERCENTAGE
SATISFACTION RESPONDENTS

Highly Satisfactory 36 22.5%

Satisfactory 93 58.1%

Neutral 26 16.2%

Dissatisfactory 5 3.1%

Total 160
100%

Table 4.22

Analysis:

From the above data we can come to an analysis that 129 respondents are overall satisfied with
Amazon, leaving 5 respondents unsatisfied and 26 respondents feeling neutral in terms of their
satisfactory level.

94
Chart-22

Chart showing the overall satisfaction of customers with Amazon.

Highly Satisfactory 36 Satisfactory 93 Neutral 26 Dissatisfactory 5

3.10%

16.20% 22.50%

58.10%

Fig 4.22

Interpretation:

With the above graph representation, we can clearly see that 80.6% of customers being highly
satisfied with Amazon and are said to be have their needs and wants met by the Amazon
Throughout the whole process where as 3.1% of customers are unsatisfied overall.

95
Table 23

Table showing how likely customers will continue using the Amazon service.

CUSTOMERS RETAINED NO OF RESPONDENTS PERCENTAGE

Extremely Likely 56 35%

Quite Likely 66 41.2%

Moderately 31 19.3%

Not Likely at all 7 4.3%

Total 160 100%

Table 4.23

Analysis:

The above data reveals that 56 respondents are extremely likely to continue using Amazon, 66
respondents are quite likely to be the customers, 31 respondents are moderately like to be the
customers of Amazon, and where as 7 respondents are not likely to be retained as customers of
Amazon.

96
Chart-23

Chart showing how likely customers will continue using the Amazon service.

CUSTOMER
RETAINED
41.20%

19.30%

4.30%

Quite Likely Moderately

Fig 4.23

Interpretation:

With the help of the above graph displayed we can come to an understanding that more than
76% of respondents are sure likely to be loyal customers to the Amazon.19.3% of respondents
are moderately like to be the customers of Amazon, and 4.3% of respondents are not likely to
wish to be the customers of Amazon.

97
 CHAPTER – 5

SUMMARY OF FINDINGS, SUGGESTIONS AND CONCLUSIONS

SUMMARY OF FINDINGS

⮚ 50% of the respondents chose Amazon website through online advertisment,40% of the
customers have felt the need of Amazon through Family and friends.
⮚ 70% of the customers have agreed that they can understand how the process of Amazon
works
⮚ 68% of respondents were happy with the needs provided by the Amazon, followed by
Excellent having 32%.of respondents
⮚ Close to 80% of customers feel that the Amazon is very high in being flexible to meet the
expectations of the customers, 20% have said to be a combination of neutral and low.
⮚ 75% of customers are highly satisfied with the effectiveness of contact and
communication to the employees,
⮚ 80% of the customers have a positive Feedback to say about the availability of
information that is provided by the Amazon while using Amazon. in

⮚ 80% of the respondents agreed on their decisions along with their clarity of knowledge
towards the products and service of Amazon.
⮚ 86% of the customers have agreed that reporting any problem or issue in Amazon was
easy and less than 14% have felt difficulty in agreeing to this statement.
⮚ 52.6% of the customers are satisfied with the price and service fee charged by the
Amazon, but also 46.3% of customers are neutral on their decision saying the fees is
averagely charged.
⮚ 50% of respondents expect more benefits from the products and services provided by the
Amazon.
⮚ Only 80% of customers are sure likely to continue be the customers of Amazo

98
 SUGGESTIONS

SUGGESTIONS

❖ Amazon, Needs to focus on other modes in which it enhances convenience of the

customers with respect to product and services.
❖ Internet environment has to be improved in the areas of art, dynamic and interactive
techniques. This improvement will give more visual appeal.
❖ The company needs to be more flexible in order to provide better customer satisfaction to
their consumers.
❖ In order to increase the customer base. Amazon has to advertise their products better in
the market to create awareness about their products.
❖ Customers could be retained at a higher rate if the price charged for the services are
reduced, this is one of the aspects Amazon company need to focus on improving.
❖ The communication barrier between the customer and the employee is an area that has to
be improvised.
❖ The company has to match their services according to the changing needs and wants of
the customers in order to retain the customers to continue their business in the firm.
❖ It should improve the overall service experience for the customers.
❖ Though the customers are satisfactory with the services given by the employees, business
in terms of technological innovation is an aspect the company needs to widely grow in.

99
 CONCLUSION

CONCLUSION

The study and analysis made upon THE CUSTOMER SATISFACTION OF AMAZON,
reveals many important facts.

Out of the study it is clear that most of the customers do have a positive opinion about the
company and are satisfied on various aspects of services provided by the company.

Based on the understanding made through this research, the company has good products and
services to offer the customers or to the market, but has to work on advertising its products to
create the awareness and also inculcate the technological innovations to not only make the work
life of the customers and employees easier to communicate with each other but also to meet
and provide better customer satisfaction to the customers.

Amazon, having access to online shopping, prime videos etc, has truly revolutionized and
influenced our society. This use of technology has opened new doors and opportunities that
enable for a more convenient lifestyle today. Variety, quick service and reduced prices were
three significant ways in which from Amazon has influenced people from all over the world.

100
 ANNEXURE

QUESTIONNAIRE:

1. Gender

o Male
o Female

2. Age

o Under 20 years
o Between 21 and 30 years
o Between 31 and 40 years
o Between 41 and 50
o Over 50 years

3. Qualification

o Under Graduate
o Post Graduate
o Graduate
o Other

4. Designation

o Student
o Employed in company
o Self-employed
o A Homemaker
o Retired

101
5. Income

o Under 15000
o 16000 - 30000
o 31000 - 50000
o Above 50000

6. What are the sources, from which you came to know about Amazon?

o Family and friends

o Online Advertisement
o Promotional mails
o Print media and broad cast

7. Were you kept informed about terms and condition, policy of Amazon before using it?

o Yes
o No
o Maybe

8. While using Amazon, you think it has timely efficient and effective manner?

o Strongly disagree
o Disagree
o Neutral
o Agree
o Strongly agree

9. What are the main reasons you preferred Amazon?

o Less price
o Good quality product and services
o Fast delivery
o Standard
102
10. Clarity and accuracy of the specimen (forms) in use.

10 9 8 7 6 5 4 3 2 1

11. Suitability of services as to procedures, duration and meeting according to customer's

needs.

o Excellent
o Satisfactory
o Neutral
o Unsatisfactory

12. Extent of flexibility in dealing provide by Amazon?

o Very high
o High
o Average
o Low

13. Easy of accessibility to the required services through the Amazon Web.

10 9 8 7 6 5 4 3 2 1

14. Easy of contact and communication with the Amazon customer care or authority's
employees (by phone and mail)

o Highly satisfactory
o Satisfactory
o Neutral
o Unsatisfactory

103
15. Availability of manuals, documents and information relevant to the product and services
in Amazon

o Good
o Average
o Ok
o Bad

16. what is the uniqueness in service of Amazon which satisfied you ?

o Exchange Policy
o Quality Product
o Fast delivery
o Transaction security

17. Reporting any issue or problem in Amazon was easy?

o Strongly disagree
o Disagree
o Neutral
o Agree
o Strongly agree

18. Compatibility of the prices for the products and services in Amazon ?

o Very high
o High
o Average
o Low

104
19. How are the return policies of the Amazon?

o Satisfactory
o Average
o Dissatisfactory

20. What would you like more in Amazon?

o More benefits
o More security
o Less extra charges
o Less price

21. How would you like to rate your experience in Amazon?

10 9 8 7 6 5 4 3 2 1

22. Rate your overall satisfaction with Amazon?

o Highly satisfactory
o Satisfactory
o Average
o Dissatisfactory

23. How likely are you to continue using the Amazon service?

o Extremely likely
o Quite likely
o Moderately
o Not likely at all

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 BIBLOGRAPHY

BOOKS REFERED:

• Philip Kotler Marketing Management: A south Asian Perspective. Pearson, 2012.

• Sahni, N.K. and Gupta, Meenu: Consumer Behavior. Kalyani. 2011
• Reddy, Sudarsana, and Ashwathappa: Business Environment. Himalayan. 2011

Websites:

https://www.amazon.com/gp/navigation-country/select-country

https://www.salesforce.com/blog/jeff-bezos-lessons-blog/

https://www.surveymonkey.com/mp/customer-satisfaction-surveys

https://www.managementstudyguide.com

https://www.managementstudyguide.com/building-customer-satisfaction.htm

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 MBA DISSERTATION PROGRESS REPORT

Sl. No Particulars
1. Name of the Student T R SHAHUL HAMEED
2. Registration Number 20212MBA0306
3. Name of College Guide Prof. SANJIB BHATTACHARJEE
Name and contact no of the
4. Co- Guide/External Guide SANJIB BHATTACHARJEE - 8130212452
(Corporate)
A STUDY ON CUSTOMER SATISFACTION WITH
5. Title of the project
REFERENCE TO AMAZON
Amazon.com/Headquarters
Name and Address of the Seattle, Washington, United States
Company/Organization Amazon HQ2 is Amazon's corporate headquarters in Crystal
6. where dissertation City, Arlington, Virginia and is an expansion of the company's
undertaken with Date of headquarters in Seattle, Washington. Phase I, which has
starting Dissertation capacity for 14,000 employees, is expected to open in June
2023.

Progress report: A brief note

reflecting, Number of During the project, I have met with my guide twice in person
meetings with Guides, at college, but due to work commitments I was not able to
places visited, libraries visit the campus I have visited the college library several
visited, books referred, times and collected the details regarding the project I have
7.
meeting with persons, referred the following books mentioned above in the
activities taken up, bibliography; Additionally, I have collected relevant
preparations done for information and data for the project through various sources in
collection and analysis of Bangalore.
data etc.,)

107