Questionnaire Analysis (Dissertation Sample)

4.0 QUESTIONNAIRE ANALYSIS
4.10 Introduction
The objective of the research was to understand the behaviour of the customers toward the brand and the key reasons that make the customers develop loyalty toward Amazon as their main shopping place. It is important to note that the questionnaire was responded to anonymously without interference from any external party. Also, all the respondents were over 18 years, noting that most shoppers from the platform were between the ages of 21 and 30 years.
4.20 The reason why customers choose Amazon?
Questionnaire number 1 asked the main reasons why the customers choose amazon multinational among another online marketplace. According to the response, the majority of shoppers considered Amazon as their main marketplace. The majority of the respondents (37%) had shopped in the eCommerce giant less than once a month. Among the respondents (3%) indicated that they shopped in the shopping marketplace at least daily. Question number 8 indicated the reasons for making Amazon the choice of shopping website among the shoppers. In this case, 63% indicated good services as the main reasons for shipping in the online e-commerce giant. While the company offers free shipping for the customers, 55% of the respondents pick amazon because it is convenient and fast. According to the respondents, most of the customers opt for the online merchants for the purchase of the products as a way of attaining convenience in their shopping experience. In this case, the customers know that they can see almost all the possible purchase options under one roof and can narrow down the list of choices by scrolling down to see the product reviews.
4.21 How often do you make purchases on Amazon approximately?


Frequency

Percent

Valid Percent

Cumulative Percent

Valid


1

1.0

1.0

1.0


Daily

3

3.0

3.0

4.0


Less than once per month

37

37.0

37.0

41.0


Once a week

12

12.0

12.0

53.0


Once every two weeks

20

20.0

20.0

73.0


Once in a month

27

27.0

27.0

100.0


Total

100

100.0

100.0


The other reason that motivates the respondents to shop in the amazon includes the safety of payment (39.4%), low prices (34.3%), and free shipment (30.3%). On the issue of safety of payment, 39.4% of the customer believe that the payment system in Amazon is safe when compared to the other online retailers. The Amazon website has a variety of payment modes that allows customers to choose their most favourable. Thus, the customers can depend on their situation when considering the particular payment mode.
Yet, some of the factors such as particularly prices and free shipping can make the shoppers consider another online marketplace as their choice of shopping place. As a result, the researcher asked the respondents question ten that asks the respondents why they come back and shop again on Amazon.com. 54.1% of the respondents site the clarity of the website as the main reason for them to come back again for shopping. 40.8% of the population surveyed cited the clarity of the website as the main reason for them to come back for the same services while 39.8% Cited presales and post-sales services were of top-notch in the platform. Other respondents considered the database of all customers (18.4%), and others (5.1%). The particular response reveals that the Amazon retailer customers often feel delighted when delighted with purchases from the website.
Shoppers find amazon successful due to its ability to be innovative. According to the responses, the success of Amazon is stemmed from its innovative packages such as prime air and prime that offers membership to the account holders. The other innovation is the one-click that offers shoppers an interesting moment of shopping. Additionally, the company employs cloud computing technology o the web pages to make it possible for their services to run faster and smarter. As evident from the responses, the company is determined to embrace world-class customer services.
While asked about the inadequacy of the Amazon .com website, the majority of the respondents note that the prices of the essential services were high on the platform as compared to other shopping websites (43.8%). Lack of website quality was the second most popular reason why shoppers opted out of the website for other online retailers. Having good web usability served the platform well due to the ease of customers in manoeuvring through the product. While most people are accustomed to the websites using the old age design, most of the recent shoppers find the platform boring with few new features. Since 5% of the respondents were over 5`1 years, it was noted that the old age generation may also find the ageing challenges such as visual challenges to manoeuvre through the website with the new features. 21.3% sired not convenience to use due to the difficulties in navigating in the websites.
The respondents noted that the technology on the website is not easy for the shoppers and thus there was a need to first get lost before noticing the main landing pages on the website. Bad services (11.2%) was also a reason that made the platform get bad reviews from the customers. Some of the elements of bad service include the customer service agents. The issues arising within the website could lead to various problems such as antitrust matters, shoring up trust and growing concerns. Although the company has expanded its products beyond books, there are various other ways that it has made it impossible for establishing a good interface for shoppers.
4.2.2 Which elements customers care about most?
16. 15. Do you think the recommendation of Amazon.com is very helpful?


Frequency

Percent

Valid Percent

Cumulative Percent

Valid


2

2.0

2.0

2.0


Agree

44

44.0

44.0

46.0


Disagree

1

1.0

1.0

47.0


Somewhat agree

22

22.0

22.0

69.0


Somewhat disagree

2

2.0

2.0

71.0


Strongly agree

29

29.0

29.0

100.0


Total

100

100.0

100.0


4.2.3 The satisfaction in each aspect of the customer
The amazon satisfaction case was determined and identified the particular aspects that make the company one of the most recommended in the online retailing field. According to the questionnaire, the main objective of questions 13-20 was to investigate the most critical aspect of customer satisfaction at the company. The findings of the responses are found in the following figures. The customer loyalty is depicted as important issues that facilitate the growth of the company in all aspect of e-commerce dominance. It is irrefutable to assume that Amazon dominates the online market owing to the fact of the size of the company and the increased customer loyalty in the long run. On the aspect of the satisfaction level of the clients, 42% of the respondents claimed that they were satisfied with the services of amazon.com. On the other hand, 21% of the respondents think that they were very satisfied with the services at Amazon. Also, 28% think that they were moderately satisfied. The satisfaction level of the respondents reveals that a new shopper in the company is likely to come back for more.
On the aspect of recommendation for a company, an individual customer can propose the company is the customer satisfaction was at the top-notch. In this case, the individual need to get all the necessities at their comfort or their shopping zones. There are various ways of building lasting relationships between the company and the customers. One of the ways of building a lasting relationship is through friendly customer service, product distribution and recommendation due to the individualised services(Lee 2018).
According to the Response in the above chart, 44% of the respondents agreed that the recommendation of the company to the prospective customers is helpful. There are various ways cus...