|Assessment Title:||Assessment 2 –Review Essay|
|Length:||1200 (+- 10%) (excluding references)|
|COURSE: Master of Business (Research)|
|Unit:||Foundational Skills for Academic Research|
|Type of Assessment:||Assessment 2 – Review Essay|
|Unit Learning Outcomes addressed:|
|Criteria for Assessment:|
• Students will choose a journal article, book chapter or other academic work to review in essay form.
• Students will be expected to locate the work in a theoretical context and to discuss the work with both depth and clarity. The emphasis in the essay is on the quality of students writing and their ability to sustain an insightful and coherent review.
• Demonstrated understanding of the structure and content of a peer-reviewed article.
• Demonstrated ability to discuss academic research with clarity and coherence, and to sustain argumentation on points of theoretical and methodological substance, interest and/or concern in written form.
• Systematic identification and examination of assumptions (hidden and explicit), forms of argument, quality of evidence and appropriateness of conclusions and recommendations.
• Strict adherence to academic style, conventions and APA referencing and format.
The essay presents a brief review of the selected article in regards to extract reliable information findings and learning. In this essay, the article topic selected is the impact of customer satisfaction and loyalty in e-marketing and its moderating effects on the perceived value.
The structure of the article includes a brief extracted about the research and findings on the article topic. In the following, the article provides brief information on the impact of customer satisfaction and locality of e-marketing and moderating effects of perceived value. The development of the essay provides a brief discussion on customer satisfaction, customer continuously and perceived value. In the essay, the research and findings have been introduced, which explains the factors of customer satisfaction and layout and its significant effects on e-marketing. In the business entity, the management struggles with creating reliable customer loyalty; this explains that creating customer loyalty is one of the issues in the business (Ahmad, Rahman & Khan, 2017). The perceived value and loyalty is created when the customers show intentions to repurchase specific product or services. It has been stated that the introduction of the willingness and word of mouth are important variables for creating loyalty of customers. These variables are emotional aspects of an individual, which could be assumed but could not be tracked. Thus, the management of the business entities make assumptions of these variables, which are uncertain at times. According Liao et al. (2017), the perceived value and customer satisfaction directly relate to customer retention, financial performance and repurchase. The business entities and management desires to understand the behavioural approach, purchase intention and willingness of the customers in the marketplace. There are different tools, techniques and mechanisms that are introduced by the business entities. The perceived value is related to the product and services used or experienced by the customers. Momotaz & Hasan, (2018) mentioned that perceived value dictates the worth of the product for which a customer is willing to invest. It is the worthiness of investing money on the product increases the perceived value of the product in the market. The article portrays the picture of customer loyalty and satisfaction and tries to relate to the perceived value of the customers
According to the literature review, it has been stated that the increasing competition within the coffee outlets in the market, customer satisfaction has become one of the important aspects of the entity. Yang et al. (2017) opined that the customer perceived value increases when the customers increase their interest in using a specific product or service in the market. In the coffee industry, the increasing competitiveness dictates that customers have a variant of options to have coffee beverages in the market. In relation to extracting information on the link between customer satisfaction, customer loyalty and perceived value, the researcher has conducted brief analysing using 949 respondents. The researcher has prepared a self-assessment survey questionnaire for finding out the bridge and gap between the three variables of the topic, which are customer value, customer loyalty, and perceived value. The findings of the study state that creating a proper perceived value increases customer loyalty and satisfaction. The positive perceived value of the product increases the intention and interest of the customers for the repurchase of the product (Awad & Soliman, 2017). Thus, the research stated that there is a need for competitive formulation and competitive strategies for creating such perceived value of the product and services. There are some basic market factors such as social references, treatment with the customers, and generating confidence within the customer’s inferences customer loyalty and satisfaction. In this article, the researcher has made a brief observation of the tourism product and services. It has increased explanation on how the tourism experiences of the customers increase loyalty, satisfaction and change their purchase intentions (Yang et al. 2018). In the findings, states that the perceived value makes indirect affect customer satisfaction and customer loyalty. This means there are other market factors such as pricing, features, alternative products and other tourism options available for the customers in the market (Khadim et al. 2018). In the findings, it has stated that the perceived values introduce certain impact on customer loyalty and satisfaction. In the findings, it has observed that word of mouth is one of the powerful mechanisms that increase the intention to purchase the products or services by the customers. Thus, it could be stated that customer loyalty and customer satisfaction could be gained if the management is able to create the word of mouth approach for the product and services. Word of mouth is directly connected with the perceived value. Ting et al. (2016) added that perceived value could be a product feature, design or its performance, which helps to create a reference of customers that is shared in the society. The managers of different coffee firms have stated that the cost of customer acquisition is comparatively higher than the retention of the customers. Therefore, the introduction of developing reliable customer satisfaction and customer loyalty is important for the business.
The e-marketing or internet marketing is the process of promoting and advertising the product and services using digital marketing tools, techniques and mechanisms. In the era of technologies, 80% of the population has access to the internet. Jain et al. (2018) has stated that internet services have created a dependency within the individuals for gathering information and knowledge. The tourism industries have been seen to promote their prospects and services through the internet. This is because there has been a rise in the demand for booking through online websites, mobile applications and other internet sources. The e-marketing has become potentially successful in relation to increasing customer interest and intentions to purchase products. There are different online sellers perused by the customers for purchase of different product and services. There has been an increase in the customers seeking for product and services through online sources. As per Ting et al. (2016), the e-marketing has increased options to compare and extract more details about the product and services. This has increased the commotion in the market, although it has developed the cheapest way to influence customer satisfaction and loyalty. Here, customer trust and confidence play a vital role that helps to increase their purchase decision making, although, the online purchase has several forms of risks and issues. The article portrays that internet marketing is the current trend for increasing the loyalty, satisfaction and perceived value of the product and services. As per the assessment, the researcher has found learning about customer needs and requirements, engagement of potential channel and network of communication, boosting the customer relationship, assessment of the value-creating product and services increases the locality and satisfaction level of the customers.
In the concluding part, the research article findings state the internet marketing increase customers intention to learn about the product and services in the market. Thus, developing features benefits and uniqueness of the tourism or coffee store products the management can create the perceived value. The perceived value creation helps to meet customer loyalty and customer satisfaction. From the findings, it has become clear there that is a direct relationship between customer satisfaction and customer loyalty, which is created through the internet market and perceived value. The recommendation states that the business entities require increasing the skills of their employees in regards to understanding the customer requirement and meeting the customer queries and complaints. However, it is necessary to increase security concerns and data protection to avoid any fake products damaging the perceived value and reducing loyalty and satisfaction of the customers in the market.