· Web viewInfluence of digital marketing in enhancing customer experience: A study on Penney’s . Acknowledgement . I would like to thank my tutor and family members for supporting

Influence of digital marketing in enhancing customer experience: A

study on Penney’s

Acknowledgement I would like to thank my tutor and family members for supporting me in completing the

present research. My professor has supported me a lot in the different areas such as deciding

the topic, conducting the research, providing knowledge regarding selection of

methodological tools etc. I would like to thank my classmates and friends also who have

supported me in entire research as without their support it would not be possible for me to

complete the study. With the support of different individuals I was highly motivated in the

research and I actively participated in the every activity.

AbstractIn the modern era, practices of digital marketing have become important for businesses

because they have been able to increase the overall sales and revenues. The competition in

the retail industry has become very intense and now brands in the industry are required to

make sure that high quality of experience and satisfaction is provided to the customers. The

primary reason behind carrying out the present research is to determine the impact of digital

marketing on customer experience in case of Penney’s. In this study inductive approach to

research has been selected. The data has been gathered from 50 customers and questionnaire

has been used as a tool for collecting the response. On the other side of this, interview of

three managers working in Penny’s has also been used to attain the desired outcomes.

With the adoption of digital marketing practices it has become possible for every firm to

share every type of crucial information with the target market whether it may be related with

price, quality of the product, or any other unique attribute that is present in the product range .

From the analysis it can be concluded that the practice of digital marketing contributes a lot

in enhancing customer experience. Further, the company like Penney’s rely on digital

platforms for conducting its marketing practice. It is recommended to the managers of

Penneys to consider different awareness activities through which it is possible to increase

awareness regarding Pinterest page.

Table of ContentsChapter 1: Introduction..............................................................................................................1

1.1 Background......................................................................................................................1

1.2 Rationale of the study.......................................................................................................2

1.3 Aim and objectives...........................................................................................................2

Research questions.................................................................................................................2

1.4 Analysis and framework..................................................................................................3

1.5 Structure of the dissertation.............................................................................................3

Chapter 2: Literature review......................................................................................................5

2.1 Introduction......................................................................................................................5

2.2. Overview of Digital Marketing.......................................................................................5

2.3The importance of providing satisfactory customer experience.......................................9

2.4. Issues in improving customer experience.....................................................................11

2.5Different tools and techniques of digital marketing........................................................11

Chapter 3- Research Methodology...........................................................................................16

3.1 Introduction....................................................................................................................16

3.2 Research approach.........................................................................................................16

3.3 Research philosophy......................................................................................................16

3.4 Research design..............................................................................................................17

3.5 Data Collection...............................................................................................................17

3.6 Sampling........................................................................................................................18

3.7 Data analysis..................................................................................................................18

3.8 Ethical consideration......................................................................................................18

Conclusion............................................................................................................................19

Chapter 4: Data analysis...........................................................................................................20

4.1 Introduction....................................................................................................................20

4.2 Customer response analysis...........................................................................................20

Conclusion............................................................................................................................36

Chapter 5: Analysis and discussion..........................................................................................37

Chapter 6: Conclusion and recommendation...........................................................................41

6.1 Discussion of findings....................................................................................................41

6.2 Recommendation............................................................................................................42

References................................................................................................................................44

Appendix..................................................................................................................................49

Questionnaire.......................................................................................................................49

Interview analysis.................................................................................................................51

LIST OF FIGURES

Figure 1 Usage of digital marketing platforms..........................................................................6

Figure 2: Share of global advertising spend...............................................................................8

Figure 3: Customer experience framework..............................................................................17

Figure 4: Age Chart..................................................................................................................24

Figure 5: Gender......................................................................................................................25

Figure 6: Importance of degree of customer satisfaction and experience................................25

Figure 7: Influence of marketing on buying behaviour...........................................................26

Figure 8: Social media platforms utilized by Penneys.............................................................28

Figure 9: Marketing mix factor place.......................................................................................29

Figure 10: Comparison of traditional and social media advertising........................................30

Figure 11: Treating every customer results in enhancing customer satisfaction.....................31

Figure 12: Important factors regarding purchase of products..................................................32

Figure 13: Role of promotional and marketing strategies........................................................33

Figure 14: Response regarding enhancing degree of customer experience is tough...............34

Figure 15: Penney's digital marketing helps in getting information........................................35

Figure 16: Importance of doubt, query in influencing customer experience...........................36

Figure 17: Improvement is needed in Penneys marketing practices........................................38

Figure 18: Digital marketing is more useful............................................................................39

LIST OF TABLES

Table 1: Customers age............................................................................................................24

Table 2: Gender information....................................................................................................25

Table 3: Importance of degree of customer satisfaction and experience.................................26

Table 4: Influence of marketing on buying behaviour.............................................................27

Table 5: Social media platforms utilized by Penneys..............................................................28

Table 6: Marketing mix factor place........................................................................................29

Table 7: Comparison of traditional and social media advertising............................................30

Table 8: Treating every customer results in enhancing customer satisfaction.........................31

Table 9: Important factors regarding purchase of products.....................................................32

Table 10: Role of promotional and marketing strategies.........................................................33

Table 11: Response regarding enhancing degree of customer experience is tough.................34

Table 12: Penney's digital marketing helps in getting information..........................................36

Table 13: Importance of doubt, query in influencing customer experience............................37

Table 14: Improvement is needed in Penneys marketing practices.........................................38

Table 15: Digital marketing is more useful..............................................................................39

Chapter 1: Introduction1.1 Background

Over the past few years, the practices of digital marketing have become very popular among

companies because they are providing several benefits and advantages to the businesses. In

simpler terms, digital marketing has been defined as the process in which different types of

digital technologies are taken into consideration by companies to market their offerings. The

businesses operating at small, medium and large scale are using different forms

andchannelsof digital marketing with various purposes (Mogos, 2015). Social media,

websites, emails, digital ads and banners are considered as some common channels of digital

marketing which are used by companies.

In the modern era, practices of digital marketing have become important for businesses

because they have been able to increase the overall sales and revenues. In addition to this,

improvement in areas such as brand awareness is also a major reason due to which

organizations are now emphasizing a lot on adopting the practices of digital marketing.

Nowadays, many companies in the market have transformed their marketing strategy from

traditional to modern one because they are cost effective and at the same time they are able to

provide adequate results. On the other side of this, it can be argued that the reason behind

growing popularity of modern and digital marketing practices is that they are providing

competitive advantage to businesses (Payne et al. 2017).

The competition in the retail industry has become very intense and now brands in the industry

are required to make sure that high quality of experience and satisfaction is provided to the

customers. In simpler terms, customer experience is defined as the overall perception of the

customers in context of the experience which they had with a particular brand or business.

Organizations are now focusing a lot on developing strategies and employing plans to

enhance the overall experience delivered to the customers. Strategies such as strong focus on

digital marketing practices are also carried out by businesses with an objective to deliver

greater degree of experience to the customers (Ramanathan et al 2017). Digital marketing

channels such as social media are taken into consideration by the brands with an objective to

understand the changing customer demands and develop services and products according to

the same. In addition to this, strategies such as delivering frequent emails and messages to the

customers with regards to new offers and special discounts are also employed by

organizations to deliver greater degree of experience to the customers.

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1.2 Rationale of the study

The primary reason behind carrying out the present research is to determine the impact of

digital marketing on customer experience. Here, different factors associated with customer

satisfaction and digital marketing have been taken into consideration by the researcher to gain

detailed insight into the chosen topic. The growing importance and usage of digital marketing

practices and strategies can be termed as another major reason due to which the present study

has been selected. Here, information will be gathered from various and useful sources to

understand the reasons because of which companies are getting more and more inclined

towards the use of digital marketing practices.

On the other side of this, the growing need and importance of delivering high quality of

experience and satisfaction to the customer is also a critical reason because of which the

current study has been selected (Rowley, 2016). The study focused on understanding the link

between the practices of digital marketing and the ways in which it is affecting the degree or

level of customer satisfaction. The use of different marketing and digital channels is carried

out by businesses with an objective to deliver greater degree of experience to the customers.

Lack of satisfactory experience can result in creating several issues and obstacles in the

success and growth of a business enterprise. Organizations have now also increased their

interaction with the customers so that better and satisfactory experience can be delivered to

the people in the market.

1.3 Aim and objectives

Aim

To determine theinfluence of digital marketing in enhancing customer experience: A

study on Penney’s

Objectives

To understand the role of digital marketing in the modern era

To assess the ways adopted by marketers for providing positive customer experience

To identify link between digital marketing practices and customer experience

To recommend ways through which Penney’s can improve its customer experience

Research questions

How significant is the role of digital marketing in the modern era?

What are the digital marketing platforms utilized by Penney’s?

How digital marketing supports in improving customer experience?

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1.4 Analysis and framework

Analysis and methodological tools is also considered as important aspect of a dissertation as

it outlines different methods and tools employed for attain the objectives and addressing the

research questions. In this research inductive approach to research has been selected as it will

help in determining the key and major factors which are affective or influencing the overall

experience level of customers. The use of this approach has played a vital role identifying and

determining the relationship towards the development of various theories and models. The

aim of current research is to determine the influence of digital marketing practices on

customer experience within Penney’s and here interpretivism philosophy of research has been

mainly used. Furthermore, the selection of this philosophy hasprovided the researcher with an

opportunity to interpret the views and opinions of other scholars and authors in context of the

topic selected for investigation.

Apart from this, the present study has also focused on collecting evidence from the primary

sources and here customers and managers of Penney’s has been selected as samples. The data

has been gathered from 50 customers and questionnaire has been used as a tool for collecting

the response. On the other side of this, interview of three managers working in Penney’s has

been also used to attain the desired outcomes. The researcher has focused on using

descriptive design of research for the present investigation and it has assisted in attaining the

reliable and more accurate information with regards to the impact of digital marketing

practices on customer experience within Penney’s.

1.5 Structure of the dissertation

The structure of dissertation has been provided below as:

Chapter 1: Introduction

It is the first chapter in a dissertation and the chapter is important because it provides

overview of the entire topic selected. The aim and objectives along with research questions

are highlighted in this section and it helps the readers and other authors in gaining adequate

information and knowledge about the research area selected. The rationale of conducting the

study and analysis and framework are some other areas which are covered in the first chapter

of introduction.

Chapter 2: Literature review

It is another important section of the research and it outlines the views and opinions of other

researchers and scholars on the topic selected for investigation. The readers are able to gain

detailed and critical understanding about the chosen topic with the help of this section. Here,

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different themes are developed and critically analysed to gather adequate and reliable

information in context of meeting the aim and objectives of the study.

Chapter 3: Research Methodology

The third chapter of dissertation includes the tools and major techniques which are used by

researchers for the purpose of collecting, storing and analysing the information. Research

approach, philosophy, data collection, analysis and design are some major sections which are

covered in this chapter of research methodology.

Chapter 4: Data analysis

It is considered as another critical chapter of a research where different techniques are used

by the researchers in evaluating the evidence and data which has been gathered from various

or multiple sources. Here, charts, tables and different themes are used to evaluate the

information and obtain suitable and reliable findings.

Chapter 5: Conclusion and recommendations

It is the last chapter of a dissertation in which key points of the entire research are

summarized and recommendations for the future improvements are made.

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Chapter 2: Literature review2.1 Introduction

In the modern era the role of digital marketing has increased at a faster pace where large

number of businesses has started to adopt digital platforms for conducting the overall

operations in the market (Bilgihan, 2016). It can be stated that the practice of digital

marketing contributes a lot in attracting large number of customers in the market and in turn

it brings favourable results for the business in the every possible manner that is very crucial.

The present analysis is based on conducting literature review on the topic selected influence

of digital marketing in enhancing customer experience level. Te study provides overview of

the digital marketing platforms that are utilized by the companies for managing customer

experience level. Furthermore, literature review with regards to digital marketing and

different elements associated with the same has also been outlined in the current study. Data

from different secondary sources have been collected and used to analyse different aspects

associated with digital marketing.

2.2. Overview of Digital Marketing

The concept of digital marketing is considered as the practice of promoting goods and

services with the help of different digital platforms (Barreda et al. 2015). It is most

commonly regarded as internet marketing, online marketing or web marketing also. Digital

marketing mainly do not involve the traditional methods of advertising such as print,

billboard, radio, TV etc (socPub, 2018).

In the era of digitalization many business firmshave started to adopt different advanced

practices for conducting marketing related operations. The rationale behind this is that

advanced tools and techniques directly contribute in enhancing the effectiveness of the

operations and activities. For example, digital marketing tool such as Facebook provide

businesses with an opportunity to enhance the effectiveness of operations by interacting with

customers and understanding their changing needs and demands.

As per view of Ramanathan, et al. (2017) nowadays, there are different types of tools and

techniques of digital marketing which can be used by companies. It has been found that

Facebook is one of the most commonly adopted platforms where majority of the marketers

prefer to take advantage of this platform for conducting the marketing related practices

efficiently (Ramanathan, et al. 2017). Apart from this, YouTube is also another main

platform that is adopted by the firms for carrying out marketing practices and the platform is

main because it is used by most of the people. The use of this platform is helping many

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companies in creating effective awareness of its products and services. The main advantage

of utilizing different types of platforms for marketing purposes is that these platforms assist

in building strong relationship with target market by providing opportunity to communicate

and interact with the same.

According to McLean and Wilson, (2016) the main digital platforms such as Whatsapp,

Instagram, WeChat are highly effective and the main benefit is that businesses can easily

share crucial information regarding products and services with the target market. It is

required by companies to make sure that more accurate and reliable information with regards

to products and services offered.

Figure 1 Usage of digital marketing platforms

Source: Chaffey, 2019

The above chart represents the use of different platforms for the marketing purpose. It has

been found that demand for Facebook is quite high from the marketer’s point of view and in

turn they prefer to adopt this platform for sharing information and ideas (Devrix, 2019).

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Thereason behind high demand of Facebook is that it the social media platform with highest

number of users and therefore, provides huge data to companies in terms of potential

customers. The selection of inadequate or wrong platform of marketing can also create issues

for businesses in terms of attaining the desired and expected marketing objectives. For

example, businesses found issues and challenges in context of determining what type of

marketing strategies and tools should be employed to attain the desired goals and objectives

associated with sales and profitability. Furthermore, the selection of right and the most

suitable marketing platforms and tools is very important for the success of marketing plans

and strategies.

As per view of Boateng and Narteh (2016) the overall share of global advertising spend by

media is high in terms of digital platforms. Further, it has been found that preferences of

digital platforms are increasing at a good pace in the modern era where companies are finding

use of digital platforms to be highly convenient. For example, the below mentioned figure

indicates that more than 38% of the total global advertisement spending was invested on

digital channels and platforms. Furthermore, from the point view of influencing purchase

decision of the target market digital media is very important and companies are using

platforms such as Facebook, twitter, LinkedIn, Twitter etc to attract its target market in the

best possible manner and in turn it provides wide range of benefits also.

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Figure 2: Share of global advertising spend

Source: SocialMedia Today, 2018

The above chart represents the actual share of the different media from the perspective of

advertising from the year 2016 to 2018. It has been found that digital media is on the highest

demand where platforms such as Facebook, twitter, LinkedIn etc are highly effective in terms

of providing high experience to the target market. Businesses which do not focus on utilizing

digital platforms for marketing purpose then in such case it can lead to failure in the market.

As per view of Blasco-Arcas, et al. (2016) television is also one of the most suitable media

that is being utilized for the marketing purpose.

Advertisement on televisions is the strategy which is used by companies with an objective to

make the customers or people target market aware about products, their features and new

offers. In the past when no such digital platforms were present in the market then in such case

companies have to face large amount of difficulties in conducting the marketing practices

(Blasco-Arcas, et al. 2016). With the adoption of traditional marketing practices it is very

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difficult for the firm to enhance the customer satisfaction level and in turn providing them

remarkable experience becomes very difficult also.

As per view of Bilgihan and Bujisic (2015) some additional channels of marketing are also

present through which it becomes quite easy for the firms to share information and ideas in a

proper manner. In the modern era email marketing is mainly adopted for the marketing

purpose. Further, the total number of email users has increased at present and this is the main

reason due to which email marketing is mainly preferred. The actual numbers of email users

have reached close to 3.5 billion and majority of the firms operating in the market are

utilizing the concept of email marketing so as to conduct the marketing practices in a positive

manner (Businesswire, 2019).

The main effectiveness of the email marketing is that it provides remarkable experience to the

target market and at the same time they can easily obtain right kind of information that is

linked with products and services. However, Bilgihan and Bujisic, (2015) have argued that

the main and most important problem associated with email marketing is that most of the

emails goes to the spam or junk box of people in the target market and therefore, this digital

marketing practice is not able to attain the desired outcomes. Paying attention to technicalities

and using a recognizable name of sender are some effective ways through which companies

can reduce the degree of their spam or junk mails.

As per view of Elsharnouby and Mahrous (2015) companies that are focusing more on the

digital transformation are able to indulge into the practice of the highly engaged customers in

the market (Elsharnouby and Mahrous, 2015). Further, it is a well-known fact that engaging

customers in the business practices is a very difficult task in case of every firm and in this

case digital marketing practices assists a lot in better customer engagement and in turn it

brings favourable results also. It has been witnessed that highly engaged customers purchase

90% more frequently and they prefer to spend 60% more purchase (Lund, 2019).

2.3The importance of providing satisfactory customer experience

In the modern era, the competition among almost every industry has become very intense and

now it is no longer easy for businesses to attract new customers and retain the existing ones.

To gain competitive advantage over other businesses operating in the market, an organization

is required to focus on enhancing the degree of customer experience in the best and every

possible manner (Digitalist, 2017).

As per the view of Rowley, (2016) customer experience is also considered as important for

business because the concept directly contributes in areas such as customer retention and

enhancing their long term loyalty. Companies which are able to delivering high quality and

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satisfactory customer experience face less challenges and difficulties in context of carrying

out smooth and desired flow of all operations and processes.

To sustain in the highly competitive market or industry, it is now the responsibility of every

business enterprise to determine and understand the way in which people in the market

perceives their brand. According toBatat, (2019) customer experience is now considered as a

very important aspect of companies because it influences the overall degree of customer

satisfaction to a great extent. Companies are required to emphasize on providing satisfactory

experience to the customers with an objective to enhance the degree of loyalty in the long-

run. Generations of additional revenues and increase in the base of loyal customers are some

other benefits associated with providing effective and adequate experience to customer

during and after purchase.

However, Quinton and Simkin, (2017) have argued that providing adequate experience to

customers is not an easy task and there are different types of factors which needs to be taken

into account. For example, companies are required to understand the need and expectations of

customers to provide satisfactory customer experience and this cannot be termed as easy job

to carry out. It can be asserted that with the passage of time, the demand, taste and

preferences of customer’s changes quickly and this creates issues and complications for

organizations.

As per the view ofDörner and Edelman, (2015) customer experience is vital because it

directly contributes to the overall sustainable growth of an organization. In addition to this,

companies cannot sustain in the long-run by providing bad or inadequate experience to

people in the target market. Customer experience is also significant for businesses because it

encourages repeat purchase and enhances the degree of customer loyalty.

Mogos, (2015) has argued that the selection of right and suitable strategies for improving

customer experience is difficult and important task for companies. Nowadays, many

businesses are using digital platforms not only for marketing their services and products but

also with the purpose of enhancing the degree of customer experience to the greatest possible

extent. The reviews and feedback from the customer or clients are now encouraged by the

businesses over different online channels with an objective to understand the changing needs

and deliver satisfactory products, services and experience on the basis of the same. Knowing

the customer well is also a very useful strategy which is taken into account by businesses to

enhance the experience level of customers.

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2.4. Issues in improving customer experience

According to Chaffey and Smith, (2017) in the present scenario, most of the companies have

transformed their marketing practices from traditional to digital practices. Furthermore, the

customers or clients in the market have also become digital to a great extent and the result of

this is that their overall demand with regards to products, services and other related offerings

have enhanced to a greater extent. Nowadays, the new age digital clients want personalized

and customized services and products each and every time they deal with a company. The

primary and most important reason behind this is that nowadays there are different options

and alternatives available and this has further created issues and complications for businesses

in context of retaining the customers.

However, Kunz et al. (2017) have argued that now companies are required to provide

personalized experience to the customers and this is a challenging task. The corporate world

and decision making process of consumers has changed to a great extent and today most

customers wants businesses to treat them as an individual personality. In addition to this,

customer also seeks for delivering satisfactory experience and services to them.

According to Larsson and Viitaoja, (2017) businesses are also required to answer the

questions asked by clients or customers in the best possible manner to enhance the degree of

customer service experience. However, the issue or challenge here is that every time

companies do not have adequate response against their issues and quarries and this result in

affecting the degree of customer experience in a negative sense. Factors such as customer

services delivered by a business enterprise also have a considerable impact on customer

experience and this need to be taken care of by organization. On the contrary to this, it can be

argued that delivering fast, effective and satisfactory services is not an easy task for

businesses.

2.5Different tools and techniques of digital marketing

As per the view of Kotler et al. (2016) digital marketing is defined as the process in which

different types of electronic platforms or devices along with internet is used by companies

with an objective to market their services and products. As per the view of Bowie et al.

(2016) with the passage of time, the internet has become more accessible and this has further

resulted in increasing the number of people who are going online. In the last five years, the

use of internet has increased with 5% among the adults and this can be termed as a very

potential growth opportunity for the marketers.

Marketing is defined as the concept in which companies focus on connecting with the target

audience in a right manner and at the right time. The process of marketing is also directed

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towards increasing the awareness of services and products offered by a business in the

marketplace. According to Payne et al (2017) marketing has become essential for companies

operating at any level because it helps in developing a strong demand among the consumers.

Considering customer experience as one of the main element it has been found that different

factors are present that shapes the actual level of the experience. Considering the customer

experience framework it has been found that different factors are present that are important

from the point view of enhancing the customer experience level. The key factors are

requirement, price, availability, convenience, service, quality, fashion, social responsibility

and the brand (Reimers, et al. 2016). Further, it has been found that the relevance of each and

every factor is quite high.

Organizations are now investing considerable amount of resources, time and efforts in areas

such as marketing and promotion. However, Gill and VanBoskirk, (2016) have argued that

the selection of right and most suitable marketing techniques and tools is very important to

attain the desired goals and objectives.

According to HaoSuan Samuel, et al. (2015) different valid factors are present that

contributes a lot in making good customer experience. Along with this, customer experience

level is enhanced when their need and requirement is satisfied in the best possible manner

and at the same time business performance also improves. For example, customer requires

information about the product. If using media the information is easily accessible then it will

improve the performance and experience. Mainly it has been found that digital technology

contributes a lot in enhancing the level of the customer experience.

The practice of digital marketing has directly link with the level of customer experience.

Further, when any firm is efficient enough in providing positive experience to the target

market then it leads to better customer engagement also. As per view of Zhang, et al. (2016)

the digital marketing platforms such as Facebook, twitter, LinkedIn, email marketing etc

when adopted proper manner then the chances of providing positive customer experience to

the target market is very high. Moreover, high level of customer experience provides reasons

to the customers where they can access the services of the firm in the best possible manner.

Support is also another main factor that is most important in the field of customer experience.

Generally different brands operating in the market are providing support to the customers

through the digital marketing practices. It allows accessing the detailed working about the

services so that accurate working can be promoted. Information about the product can be

access by customers, comparison between services can also be done accurately.

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In today’s corporate world, customer experience is also considered as one of the biggest and

most potential tool of marketing. The rationale behind this is that offering high quality and

satisfactory level of customer experience through marketing practices and strategies directly

results in attaining the expected goals and outcomes.

However, Sahu et al. (2018) have argued that the concept of customer experience is more

intense and broad in comparison with areas such as offering quick response to the customers

and delivering high quality services to the customers. Every department working in an

organization is now responsible for contribute efforts and resources in attaining high degree

of customer experience.

Individuals sitting at home can easily access information like marketing data through which

products are purchased by them. Through the different platforms that are utilized by the

marketers information sharing has become easy where Facebook, Instagram, email marketing

are supporting a lot to share right information with the users. As per view of Kotler, et al.

(2016) in the field of customer experience information matters a lot where it has been found

that when right kind of information is shared with the target market regarding product or

service then it leads to better customer experience and vice versa.

Generally when marketers are not at all able to share right information on right time with the

end users then it mainly brings unfavourable results (Kotler, et al. 2016). Hence, through this

it can be stated that the digital platform provides proper convenience to the users by sharing

correct information as per their requirement.

However Liu, et al. (2016) argued that sometime customers find the information shared as not

at all useful and in this case the experience level becomes quite ineffective or poor. For some

companies operating in the market they have to face large number of difficulties in providing

proper experience to the target market. Hence, in this case the practice of digital marketing

can be easily adopted and with the assistance of such practices customer experience level can

be enhanced. Mainly it has been identified when experience level of customers is positive

then in such case the brand loyalty level also increases (Reimers, et al. 2016).

For instance, the marketing department is responsible for conducting different types of

marketing practices and strategies in context of digitalization. The use of various digital

marketing platforms are now providing companies with an opportunity to enhance the degree

of customer experience by getting more personalized and customized. For the growth and

success of a business enterprise, optimization of customer experience is treated as one of the

main and most important opportunity available in front of marketers (Jackson and Ahuja,

2016). It can be stated that the need and significant of customer experience cannot be

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neglected in any case and therefore, it is the responsibility of every department including

marketing to carry out efforts with regards to the same.

Figure 3: Customer experience framework

Source: JaganNemani, 2015

With the adoption of digital marketing practices it has become possible for every firm to

share every type of crucial information with the target market whether it may be related with

price, quality of the product, or any other unique attribute that is present in the product range.

As per view of Fernandes and Remelhe, (2016) when every type of important information is

shared with the customers through the various platforms then also the customer experience

level enhances. Along with this, it has been found that need and actual expectations of the

every individual differs from each other and marketers have to ensure that every practice

carried out by them meets with the expectations of the target market. Sometime the content or

the information shared with the help of digital marketing is not accurate and in this case

marketers have to face large amount of difficulties in providing positive experience to the

target market in a proper manner (Fernandes and Remelhe, 2016).

According to Barreda, et al. (2015) the digital marketing practices are also representing that

the marketers are socially responsible to reflects the product offering of company in order to

satisfy their need. With the assistance of digital platform brand can highlight that its practices

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are socially responsible and in turn it provides large number of benefits to the business in the

market. Business organization operating in the market has started a lot to focus on the

elements of the digital marketing for sharing better customer experience (Barreda, et al.

2015). The main part is to decide which element is a prior and can be utilized for conducting

the business practices in the market.

Sometime it becomes one of the main challenges in front of the businesses where they have

to find whether to opt for content creation, mobile marketing, email marketing or any other

specific practice can be adopted for digital marketing. In short, it can be stated that the

contribution of digital marketing in providing customer experience is direct and at the same

time it supports marketers also to share right kind of information with the target market in a

proper manner (Kucukemiroglu and Kara, 2015).

According to Elwalda, et al. (2016) the practice of digital marketing directly helps in sharing

knowledgeable information with the target market. Further, before purchasing any type of

products customers access different areas where they can easily obtain information regarding

products or services in the market. Hence, digital marketing is considered to be the most

effective platform that supports a lot in providing right information to the target market so

that they can purchase the products easily. This is effectiveness of the digital market that

supports in providing right experience to the customers also (Elwalda, et al. 2016).

According to Van Belleghem, (2015) the role of digital marketing has become very important

in terms of improving the overall experience level of the customers. In the present scenario,

people want to get associated with the brands which have the potential to make them happy

and satisfied to the greatest possible extent (de Ruyter et al. 2018). The result of this is that

companies are now required to use different tools and techniques to provide personalized and

satisfactory experience to the customers.

15

Chapter 3- Research Methodology3.1 Introduction

This chapter focuses on the selection of different tools and techniques that support the

researcher in conducting the proper study. However, the selection of methods focuses on

addressing the overall nature of the research or the type of research that needed to be carried

out.

3.2 Research approach

One of the key RM techniques is associated with the research approach. It is defined as the

procedure that comprises of several steps with the broad assumptions with detailing the

methods that are used for collecting, analysing and interpreting the data (Quinlan et al. 2019).

There are two different types of research approach, i.e. inductive and deductive approach

(Kumar, 2019). For the present dissertation, the selected approach is an inductive approach

where aim and objectives have been formulated to explore the topic, i.e. assessing the

influence of digital marketing in enhancing the experience of customers. However, with this

approach data collection method is adopted to explore the phenomenon and theory is

developed. Furthermore, the inductive approach does not entail ignoring the theories with

formulating the research questions and objectives. Thus, the selection of this approach

intends towards generating the meanings from the collected set of data to determine the

relationships towards building the theory.

3.3 Research philosophy

Another technique in research methodology is associated with research philosophy that

mainly indicates the belief or norms through which data regarding the topic should be

gathered and analysed. There are different research philosophies such as interpretivism,

positivism, realism as well as pragmatism that enable the researcher to decide the effective

approach that must be adopted by them to accomplish the business objectives and research

questions effectively (Quinlan et al. 2019). The researcher has selected interpretivism

philosophy for the study as it focuses on interpreting the views and data that have been

gathered within the study. The justification of selecting this philosophy is that interpretation

of data has been presented through formulating the themes. With the selection of this

philosophy, researcher easily interprets the individual belief regarding the usage and

influence of digital marketing towards enhancing the experience of customers in the fashion

retailer.

16

3.4 Research design

Research design is another technique of research methodology that focuses on drafting

blueprint of the overall study and gives proper direction to the researcher to conduct the study

in a proper manner. Thus, it is stated that research design is termed as an effective framework

that has been formulated to gain answers to each and every research question (Briggs and

Coleman, 2019). There are different forms of research design such as descriptive, causal,

experimental, cause and effect etc. that are used by the researcher to conduct the research

practices successfully. For the present research, the selected research design is a descriptive

design where the researcher solely focuses on conducting in-depth research on the topic with

gaining massive information and data. With the implementation of this research design, the

researcher should be able to provide insights regarding the overview of using digital

marketing in the fashion retailer company (Flick, 2018). Therefore, the selection of

descriptive research design in the present study is that it assists in undertaking appropriate

planning of the resources and their procurement at the right time. On the other hand, selected

research design also focuses on the proper documentation of the different activities at the

time of implementation of project work so that researcher may acquire the relevant

information accompanying the study.

3.5 Data Collection

Data collection is among one of the most important technique through which relevant

information and data are being collected for the study with the help of available sources.

Basically there are two sources of data collection that are primary and secondary. The main

sources of data that are used for acquiring the primary information is associated with

questionnaire, survey etc (Lalić and Pope, 2018). The primary sources of data collection

focus on collecting the reliable, accurate and first-hand information on the selected topic that

help in overcoming the procrastination and duplication. On the other hand, secondary sources

of data collection include obtaining information from the published sources such as reports,

articles, newspaper etc. Through comparing both the sources it has been identified that

primary source is measured to be more reliable source information as the primary data

indicates that they are not being used in any other study. Considering the present study it has

been assessed that both primary and secondary sources of data collection has been used

(Kapur, 2018). Questionnaire has been used for collecting the primary data from the

employees of Penney’s regarding addressing the influences of digital marketing on the

experience of customers. On the other hand, literature review has been drafted with the help

17

of using secondary sources such as addressing journal articles where statement of different

authors has been taken into the consideration.

3.6 Sampling

In order to accumulate the primary information and data in the research, it is required to

select the appropriate sample size. Selecting an appropriate sample size is fruitful for the

business as it ensures obtaining of the relevant and required information. Sampling is defined

as an effective process of choosing respondents from the population in the universe in order

to attain information. There are different types of sampling techniques that are used for

selecting the sample size in the study. The common techniques mainly comprise of simple

random, systematic and stratified, convenience as well as purposive sampling (Gregory,

2019). Sample size of 50 customers of Penneys has been selected through random sampling

technique. Along with this, interview of 3 managers working in the company has been taken

(Refer to Appendix). The sample size has been selected with the implementation of simple

random sampling technique. It is one of the major forms of probability sampling where each

and every individual in the population gets the chance of being selected into the study.

However, the selection of this sampling technique is significant for the study as it overcomes

the level of biasness that allows the respondent to deliver relevant information.

3.7 Data analysis

Analysis of data is also regarded as one of the effective technique of research methodology

that often engages in undertaking the process of assessing the data with the help of using an

analytical as well as reasoning technique. Basically, there are two techniques of analysing the

data, i.e. qualitative and quantitative technique. With the help of using the qualitative

technique researcher often engage in presenting the data in non-numeric form i.e. through

devising a theme and interpreting the acquired data (Basias and Pollalis, 2018). On the other

hand, the quantitative technique focuses on using statistical tools and techniques to

demonstrate the results of the study. With the help of considering nature, it has been

identified that the qualitative technique has been used for analysingthe data where the

information obtained through the questionnaire are represented through formulating the

themes. Along with this, different charts and diagrams are used for representing the acquired

data and expected findings.

3.8 Ethical consideration

Research ethics is regarded as another significant aspect that needed to be considered by the

researcher at the time of carrying out the study. For maintaining the ethics different actions

has been taken into consideration such as level of confidentiality has been maintained at the

18

time of acquiring information or data from the respondents (Green, 2019). On the other hand,

third party access has also been denied so that it may not lead to undertaking undue

advantage by accessing the confidential and private data of the respondents.

Conclusion

Hence from the research methodological chapter it has been found that all the tools have been

selected on the basis of the topic selected. Further, with the help of primary and secondary

data it is possible to obtain right information that is valuable for the research especially with

the help of interview and questionnaire design also. The various areas covered in the chapter

such as data collection, data analysis, research approach, research design etc are very crucial.

19

Chapter 4: Data analysis4.1 Introduction

Data analysis is the most significant chapter in the research as it represents the results

obtained from conducting the research. In the present chapter researcher has obtained

response of Penney’s customers and at the same time interview of the company managers has

been taken. Hence, this data has been represented in the present chapter where results have

been represented with the help of charts and tables.

4.2 Customer response analysis

Q1 – Age

Figure 4: Age Chart

Table 1: Customers age

# Field Choice Count

1 Below 25 years 38.00% 19

2 25 -30 years 26.00% 13

3 Above 30 years 36.00% 18

50

Analysis: Primary data obtained from the customers of Penney’s has supported in knowing

their respective age. 19 out of 50 customers lie under theage of below 25 years, 13 lies under

25-30 years and 18 above 30 years. This information is indicating that customers of Penney’s

with different age group have participated in the research and they have provided their

valuable information also.

20

Q2 – Gender

Figure 5: Gender

Table 2: Gender information

1 Male 46.00% 23

2 Female 54.00% 27

50

Analysis: Data obtained has supported in knowing that 27 out of 50 individuals are female

and 23 are male. This information is indicating that more female customers of Penney’s have

participated in the research in comparison with male and they have provided their valuable

data also.

Q3 - Do you think that enhancing the degree of customer satisfaction and experience is

vital for the success and growth of companies?

Figure 6: Importance of degree of customer satisfaction and experience

21

Table 3: Importance of degree of customer satisfaction and experience

1 Yes 72.00% 36

2 Can’t Say 16.00% 8

3 No 12.00% 6

50

Analysis: The primary information obtained has clearly demonstrated that customers

perceive their satisfaction and experience as the most important for the growth of the firm. 36

out 50 customers supported this fact and they replied that in case if any particular brand is

able to provide remarkable experience to the customers then in such case it becomes quite

easy for the organization to grow and it provides long term benefits. 8 customers were unable

to provide any response. 6 customers were not at all in favour of the fact and they responded

that customer satisfaction and experience is not vital for the business success.

On the other hand, results derived from the secondary research are also same where in the

modern erawhen any business enterprise is able to provide remarkable experience to the

customers and their satisfaction level is high then in such case it is fruitful for the firm.

Q4 - As per your opinion, digital marketing practices affect your buying behavior to a

great extent?

Figure 7: Influence of marketing on buying behaviour

22

Table 4: Influence of marketing on buying behaviour

1 Strongly Agree 30.00% 15

2 Agree 32.00% 16

3 Neutral 14.00% 7

4 Disagree 16.00% 8

5 Strongly disagree 8.00% 4

50

Analysis: From the primary information gathered it has been found that digital marketing

practices of Penney’s has affected the buying behaviour of the customers where 15 out of 50

customers strongly agree with this fact, 16 agree, 7 neutral, 8 disagree and at last 4 strongly

disagree.This information is indicating that the presence of effective digital marketing

practices have contributed a lot in the success of the firm. Along with this, customers feel that

with the effective digital marketing practices Penney’s can easily influence their buying

behaviour and at the same time it can provide long term benefits to the firm also.

Apart from this, the results of the secondary research are also same where it has been

identified that with the presence of modern digital marketing practices it is possible for the

every organization to influence the purchase behaviour of its customers and at the same time

it leads to high level of customer attraction also. Therefore, the results of primary and

secondary research match with each other.

Q5 - What according to you are the kinds of social platforms utilized by Penney’s for

communicating with their target audiences?

23

Figure 8: Social media platforms utilized by Penneys

Table 5: Social media platforms utilized by Penneys

1 Instagram 44.00% 22

2 Facebook 32.00% 16

3 Pinterest 6.00% 3

4 YouTube 6.00% 3

5 Others 12.00% 6

50

Analysis: From the primary information obtained it has been found that for digital marketing

various platforms are utilized by Penney’s. Further, 22 customers out of 50 said that

Instagram is the main page that is utilized by the firm for marketing purpose. At present the

company has 676 followers, 10565 posts on the Instagram page (Instagram, 2019). 16

customers said that Facebook is one of the page that is utilized by the firm.At present

5,905,055 people likes the page of the company (Facebook, 2019). 3 said Pinterest where at

present 193,459 followers of the company are present (Pinterest, 2019) and at last 3 said that

YouTube is the main channel that is utilized for digital marketing purpose. 6 said that other

challenges are utilized for digital marketing such as blogs etc. This information is indicating

that multiple channels are utilized by the firm for digital marketing purpose and this has

become one of the main strength of the business in terms of building relationship with the

24

target market. It is supporting a lot to Penney’s to stay ahead of its competitors in the market

and at the same time business goals have been accomplished.

Q6 - Do you think the marketing mix factor- location (place) of the store have a direct

and a considerable impact on your decision making process?

Figure 9: Marketing mix factor place

Table 6: Marketing mix factor place


1 Yes 66.00% 33

2 Can’t Say 22.00% 11

3 No 12.00% 6

50

Analysis: From the primary information gathered it has been identified that marketing mix

factor such as location has direct influence on the decision making process of the consumer.

Further, 33 out of 50 customers are in favour of this fact and they replied that location is the

most crucial that influences their purchase decision and with the presence of right location

they are easily attracted towards the products of the firm. 11 customers were unable to

provide any satisfactory response. 6 customers replied that location as the factor is not

regarded to be most important that affects the decision making process.

On the other hand, secondary research has also shown the similar results where different

authors have said that the marketing mix elements such as product, price, place, promotion

etc have influence on the purchase behaviour of the customers (Batat, 2019). The factor such

25

as place influences the decision making of the target market where presence of right location

matters a lot. Therefore, in this way it can be stated that the place of the store has impact on

the decision making process.

Q7 - What do you think is more effective- Traditional forms of advertisements (Tv,

Radio, Print) or the advertisements made using Social Media (Instagram, Facebook

etc.) ?

Figure 10: Comparison of traditional and social media advertising

Table 7: Comparison of traditional and social media advertising


1 Social Media 56.00% 28

2 Traditional methods 10.00% 5

3 Both of them 24.00% 12

4 None of the above 10.00% 5

50

Analysis: From the primary data obtained it has been found that social media forms of

advertising practices are more convenient where 28 out of 50 customers are in favour of this

fact. Further, 5 said that traditional methods of advertising are mainly more convenient and it

helps a lot in building healthier relationship with the target market. 12 said that both social

and traditional forms of advertising practices are effective and company must focus on

26

utilizing both. 5 said that none of these techniques are effective from the advertising point of

view.

On the other hand, analysis with the help of secondary research has supported in knowing

that digital or social media platforms of advertising are more effective and the main benefit is

that it allows in developing healthier relationship with the target market. In case if any firm

heavily relies on the social media platforms then it leads to success and at the same time

customer engagement becomes quite easy.

Q8 - According to you, is treating every customer individually can result in enhancing

the overall degree of customer experience to a great extent?

Figure 11: Treating every customer results in enhancing customer satisfaction

Table 8: Treating every customer results in enhancing customer satisfaction


2 Agree 34.00% 17

3 Neutral 20.00% 10

4 Disagree 4.00% 2


50

Analysis: From the primary information obtained it has been found that treating every

customer equally can assist in enhancing their experience level up to great extent where 18

out of 50 customers are in favour of this fact. 17 agree, 10 are neutral, 2 disagree and 3

27

strongly disagree. Customers responded that is necessary for the company to treat every

individual equally as through this it is possible to enhance their satisfaction level.

On the other hand, with the assistance of secondary research it has been found that when

customers are treated by the firm as per their expectations then in such case it becomes easy

for the firm to enhance the degree of satisfaction level and it provides long term benefits to

the company also (Boatengand Narteh, 2016). Therefore, it is quite necessary for the firm to

treat every customer with proper respect and equally so as to improve the satisfaction level.

Therefore, the results of primary and secondary research are same.

Q9 - In your view which of the following factors is important when you make your

decisions regarding purchase of products or services?

Figure 12: Important factors regarding purchase of products

Table 9: Important factors regarding purchase of products


1 Familiarity with the brand 22.00% 11

2 Price 28.00% 14

3 Customer services 26.00% 13

4 Convenience 24.00% 12

50

Analysis: Primary information obtained has supported in knowing that various factors are

considered at the time of purchasing products and services. 11 out of 50 customers said that

familiarity with the brand is the key factor and in the case if the customer is familiar then

28

decision regarding purchase can be taken easily. 14 customers said that price is another main

factor that is considered where customers ensure whether right prices of products and

services have been set or not. 13 customers said that customer service is the most crucial

factor and 12 said convenience is very important.

Further, with the assistance of secondary analysis it has been found that different crucial

factors are present that are considered by the customers while taking purchase decision. Such

factors are familiarity with the brand, price of the products, convenience provided by the

brand etc (Batat, 2019). Hence, these factors are most important in order to influence the

purchase behaviour of the target market.

Q10 - Does the promotional and marketing strategies employed by Penney’s plays a

significant role in influencing your experience and buying behaviour?

Figure 13: Role of promotional and marketing strategies

Table 10: Role of promotional and marketing strategies

1 Yes 68.00% 34

2 Can’t Say 12.00% 6

3 No 20.00% 10

50

Analysis: From the primary information obtained it has been found that promotional and

marketing strategies adopted by Penney’s has played significant role in influencing buying

behaviour where 34 out of 50 customers are in favour of this fact. 6 customers were unable to

provide any response and 10 customers were not in favour that marketing and promotional

29

practices can play role in influencing buying behaviour. This information is clearly

representing that marketing and promotional practices influence the buying behaviour and at

the same time it provides experience to the target market.

On the other hand, with the help of secondary research it has been found that marketing and

promotional practices of every firm is quite significant in terms of influencing the buying

behaviour (Blasco-Arcas, et al. 2016). Further, with the right promotional strategies it is

possible to meet with the expectations of the target market and it provides long term benefits

to the business also.

Q11 - In your opinion, enhancing the degree of customer experience is a tough and

challenging task for the companies like Penney’s?

Figure 14: Response regarding enhancing degree of customer experience is tough

Table 11: Response regarding enhancing degree of customer experience is tough



2 Agree 50.00% 25

3 Neutral 14.00% 7

4 Disagree 6.00% 3


30


50

Analysis: With the assistance of primary information gathered it has been identified that

enhancing the customer satisfaction level is a challenging task for the firm like Penney’s

where 12 customers strongly agree with this fact, 25 agree, 7 neutral, 3 disagree and 3

strongly disagree. This information is clearly indicating that customers are aware of the fact

that influencing customer experience is not an easy task for the company like Penney’s and

this is unfavourable for the firm.

On the other hand, with the assistance of secondary research it has been found that when any

brand is unable to enhance the degree of customer experience then in such case it becomes

quite difficult to manage the long term performance in the market (Bilgihan, 2016).

Maintaining customer experience level is not at an easy task for the firm and this is the main

reason due to which every firm focuses on adoption of different practices.

Q12 - The practices of Penny’s digital marketing help you in getting the required

information about the brand and its products and services

Figure 15: Penney's digital marketing helps in getting information

Table 12: Penney's digital marketing helps in getting information

1 Yes 64.00% 32

2 Can't Say 18.00% 9

31

3 No 18.00% 9

50

Analysis: With the help of primary data it has been found that digital marketing of Penney’s

has supported customers in knowing about the products and services along with the brand

where 32 out of 50 customers are in favour of this fact. 9 customers were unable to provide

any answer and at last 9 customers said that digital marketing of Penney’s has not supported

in providing information about the brand along with the products.This information is

indicating that the digital marketing practice of Penney’s are effective and it is supporting

customers in providing information regarding the products and services along with the brand

also.

Further, the secondary research has also shown the same results where the main motive of the

digital marketing practice is to provide proper information to the target market so that they

can purchase the products and services of the firm (Barreda, et al. 2015). Hence, this is the

actual effectiveness of the digital marketing practice.

Q13 - In your opinion resolving the doubts, queries and concerns of customers are also

important in influencing the degree of customer experience?

Figure 16: Importance of doubt, query in influencing customer experience

Table 13: Importance of doubt, query in influencing customer experience

1 Yes 76.00% 38

2 Can’t Say 12.00% 6

3 No 12.00% 6

32

50

Analysis: From the primary data obtained it has been found that resolving the doubts,

concerns of customers are very important in order to influence the degree of the customer

experience where 38 out of 50 customers are in favour of this fact. They replied that when the

queries of customers areresolved on timely basis then in such case it provides them

remarkable experience. 6 customers were unable to provide any answer and 6 said no. Hence,

this information is indicating that customers consider resolving their doubts and queries inn

proper manner as it enhances their experience level. Customers have witnessed that website

or online selling application is not present with Penneys like other well established brands but

the company makes its profit through up-selling. The company has website where customers

can see variety and stock but they are not allowed to shop online.

With the help of secondary research also it has been identified when any company is able to

resolve the doubts and the concerns of the customers then in such case it enhances their

satisfaction level and at the same time it provides remarkable experience to them (Boateng

and Narteh, 2016). Hence, the results of the primary and secondary research are same.

Q14 - Do you think that Penney’s is required to carry out more improvement in its

marketing and promotional practices to enhance the overall experience and satisfaction

level of customers?

Figure 17: Improvement is needed in Penneys marketing practices

Table 14: Improvement is needed in Penneys marketing practices

1 Yes 62.00% 31

33

2 Can’t Say 20.00% 10

3 No 18.00% 9

50

Analysis: From the primary data obtained it has been found that customers feel that Penney’s

is required to develop its marketing and promotional practices so as to provide better

experience to the target market. Further, 31 customers said thatat present the marketing

practices of Penney’s is not up to the mark and still scope of improvement is present. 10

customers are unable to answer the question and at last 9 customers said that no such changes

are required in the marketing and promotional practices. This information is indicating that

changes in the marketing practices can support Penney’s to develop better link with its target

market.

Q15 - In your opinion the practices of digital marketing are more useful and effective in

influencing the buyer’s decisions in comparison with the traditional marketing tools and

techniques?

Figure 18: Digital marketing is more useful

Table 15: Digital marketing is more useful


2 Agree 38.00% 19

34

3 Neutral 14.00% 7

4 Disagree 8.00% 4

5 Strongly Disagree 4.00% 2

50

Analysis: From the primary data obtained it has been found that the digital marketing

practices are more effective in comparison with the traditional one where 18 out of 50

customers strongly agree, 19 agree, 7 neutral, 4 disagree and 2 strongly disagree. This

information is indicating that preference of customers towards digital technology is quite high

in the field of market. In the case when Penney’s utilize digital platforms for marketing

purpose then in such case it will be convenient to influence the purchase behaviour of the

customers and at the same time it will bring positive growth prospects.

On the other hand, with the help of secondary research it has been found that companies are

adopting digital marketing platforms and they do not prefer traditional marketing method as

they are not effective. Adoption of digital platforms is increasing as they are highly effective

in terms of influencing the buyer decision (Bilgihan and Bujisic, 2015). Hence, with the

analysis it is quite clear that the effectiveness of the digital platforms is high in comparison

with traditional method and in case if any company relies on digital platforms then it can

become easy to stay ahead of its competitors in the market.

Conclusion

Hence from the analysis it can be stated that practice of digital marketing is most crucial and

at the same time it can influence the purchase behaviour of the customers. Further, with the

response of customers it has been found that Instagram is the main channel that is utilized for

sharing information with the target market and through this Penneys is able to provide

remarkable experience to the customers. Along with this, interview of manager has supported

in knowing that they believe in optimum utilization of digital platforms in comparison with

traditional one for marketing purpose.

35

Chapter 5: Analysis and discussionOn obtaining primary and secondary data it has been found that role of digital marketing is

regarded to be most crucial. Further, it has been found that marketers are taking advantage of

the digital marketing platforms and through this the business performance is enhanced in the

best possible manner. By obtaining data from the customers it has been identified that they

are attracted towards the brand like Penneys as the marketing practices are creative and

unique that influences their purchase behaviour. Along with this, on timely basis right

information is shared with the customers regarding brand and the products due to which they

are easily influenced towards the company. Furthermore, the managerial interview has

supported in knowing that digital marketing is very important for the well established brand

like Penneys.

Managers replied that company has been able to develop close relationship with its target

market through the appropriate use of digital marketing and in the long run basis it has

provided favourable results also. Previously Pennneys focused on the use of traditional

marketing but in the era of modernization the firm has started to adopt digital marketing

practices. In short, this type of marketing practice has become one of the main reason behind

the growth and survival of the firm in the market. Along with this, through the secondary

research it has been found that traditional tools do not facilitate two way interactions between

companies and clients and these further causes’ issues in context of enhancing the experience

level of the people in the target market.

On the other side of this, the digital marketing platforms and tools provide businesses with an

opportunity to interact with customers and understand their changing need and demand.

Based on the information gathered from the interaction, companies carry out changes in their

product and services and this further supports in enhancing the degree of customer experience

and satisfaction in the best possible manner.

For building the relationship with the target market company has identified email marketing

as one of the feasible option through which it becomes easy to share right information with

the target market and at the same time business performance also enhances through this.

Email marketing adoption has grown at a faster pace and the development of smartphones

and e-commerce has mainly increased the actual number of users regarding the utilization of

the email service. In short, it has been analysed that without email marketing it is very

difficult for the marketers to enhance the overall relationship with the target market and on

the long term basis it can lead to decline in the actual performance of the businesses in the

36

market. Here, emails can be delivered to customers in two different formats which are emails

to existing customers and then cold call emails can also be delivered to future potential

buyers.

Along with this, with the assistance of primary research it has been identified that different

digital platforms are utilized by the company like Penneys. The kind of digital platforms

involve facebook, Instagra,m, Pinterest etc and they are highly effective in terms of

influencing the purchase behavior of the customers.

Along with this, due to presence of high level of competition in the market it has become

quite difficult for the firms to attract their target market. Hence, in this way use of digital

marketing is mainly preferred by the firms as it builds trust and customers can be easily

attracted towards the brand also.

Customers responded that their buying behavior is affected due to the digital marketing

practices of the firm. Different platforms whether it may be facebook, twitter, Pinterest,

Instagram or any other has its own effectiveness and if they are utilized by the firm in a

proper manner then it becomes quite easy to develop strong bonding with the target market.

Further, with the help of managerial interview it has been found that the digital marketing

tools adopted by Penneys have high potential to provide remarkable experience to the

customers. However some challenges are linked with the use of digital marketing that has to

be considered like difficulty in finding return on investment, monitoring is not possible etc.

Managerial response has clearly represented that investing in digital marketing platforms will

be fruitful for the business on the long run basis and at the same time it will provide

competitive advantage to the company also.

The analysis can be supported with the help of theory where it has been found that decision

of the customers is influenced by the digital platforms utilized by the firms and this provides

them remarkable customer experience. Considering the model of consumer experience

framework several factors are present such as price, brand, quality, service etc that plays most

crucial role and they possess the ability to influence the customer behaviour. Before

purchasing any product or service these factors are considered by the consumers.

This analysis can be supported with the help of secondary research where in the modern era,

information is accessed by the customers through digital platforms such as for marketing

purpose Facebook, LinkedIn, email marketing and other platforms are adopted (HaoSuan

Samuel, et al. 2015). Moreover, all these platforms are highly effective from the point view

of sharing information and ideas with them in the most effective manner. In short technology

has mainly changed the entire market scenario where it has become possible for the

37

businesses to reach its target market in a proper manner. Like with the assistance of mobile

applications and websites it has become quite easy for the firms to serve their customers in a

proper manner.

For example, nowadays mobile applications and e-commerce websites are used by the

individuals to buy the products and services offered by organizations. Apart from this, digital

platforms such as Facebook and other related social media channels are also used by

customers to acquire information about different services and goods (Jayaram et al. 2015).

The overall process of comparing the products and brands has become easy and effective

because of the introduction of digital channels. Companies are now making aggressive and

intense use of various social media platforms to understand the changing customer needs and

requirements.

In case if any customer has query regarding any specific product and in this case digital

marketing is assisting in solving that query by providing information. Hence, in this case

better customer experience can be provided to the users in the every possible manner. When

customers are not provided with the proper support then in such case it leads to the

development of the right customer experience which is not at all acceptable. For example,

marketing activities does not share actual information about the product then it influences the

practice.

Considering the marketing practices with the help of digital platforms it has been found that

the different digital platforms whether it may be Facebook, LinkedIn or any other provides

regular information regarding the services of the firm or any other crucial data that is

important at the time of purchasing service or a product. Digital platforms have mainly

decreased the actual time period of sharing crucial information and through this better

customer experience is provided to the target market.

If customers are not provided with the right experience then in such case they cannot be

influenced easily to purchase or try that particular service. So, in this case, the marketers of

Penneys believes in sharing right amount of information with the help of digital marketing

platforms

Lastly, the role of digital marketing is very crucial in terms of improving customer

experience. With the assistance of primary research it has been found that preference of

customers is high in case when they receive any sort of information with the help of digital

marketing platforms such as facebook, LinkedIn, Pinterest etc. The company updates them

regarding introduction of new products and services, new kind of attractive offers and other

information which is most crucial at the time of purchasing products. Furthermore, before

38

purchasing any sort of product or service customers prefer to access right information and in

this case the role of digital marketing platforms is crucial. Customers perceive that in

comparison with traditional media, digital marketing platforms are highly effective and at the

same time the information shared with digital platforms provides them better customer

experience.

The kind of promotional and marketing practices conducted through platforms such as

facebook, Instagram, Pinterest have their own relevance and they also influences the buying

behavior. Along with this, the response of managers have supported in knowing that

company prefers digital marketing over traditional one and this leads to formation of the

better customer experience. The level of customer experience is improved by updating them

with the right information regarding products and services. Moreover, the unique attributes of

the Penneys brand is also highlighted that leads to high level of customer experience.

The analysis can be supported with the help of secondary research where it has been

identified that effective customer experience cannot be built without the presence of right

digital marketing practices. The best part is that digital platforms directly supports in

influencing the purchase behaviour of the target market and in turn companies or the different

marketers can easily focus on attracting large number of customers in the market where

operations are being carried out by the firm. Hence, through this it can be stated that digital

marketing practices are highly effective for the company in the every possible manner.

In the modern era, a digital transformation in the field of marketing is now driving the

customer experience. The transformation is mow forcing many companies to carry out

changes in their business models and marketing processes with an objective to deliver

satisfactory degree of customer experience. Over the past few years, businesses have

witnessed a significant change in buying process and decision making habits of the

customers.

The practices of digital marketing impacts customer experience in a direct and positive sense

by putting customers on priority. At the time of developing the content and messages for

digital marketing, the needs and mind set of customers are considered on a priority basis.

Personalization is the key and most important thing which is required to be taken care by

companies to enhance the degree of customer experience to the desired extent.

39

Chapter 6: Conclusion and recommendation6.1 Discussion of findings

Hence, from the analysis it can be concluded that the practice of digital marketing contributes

a lot in enhancing customer experience. Further, the company like Penney’s rely on digital

platforms for conducting its marketing practice and this has supported a lot in the success of

the firm. Apart from this, the key platforms such as Instagram, Pinterest, and Facebook etc

have provided good base to the firm so that marketing and promotion of the products and

services can be carried out in a proper manner. No doubt, the market trend has changed where

traditional marketing practices are not at all considered and in this case companies are

moving towards digital marketing.

For conducting the research in a proper manner various objectives have been set and they

have been accomplished in the research. The first objective was to understand the role of

digital marketing in the modern era where it has been identified that digital marketing

platforms are adopted by every firm operating in the market. With the assistance of

managerial interview and questionnaire of customers it has been identified that Penney’s has

adopted digital platforms such as Instagram, Facebook, Pinterest etc and through this the

company is able to build healthy relationship with its target market. In short, brand awareness

level has increased with the use of digital platform. Managers responded that Penney’s has

started to reduce its dependency on the traditional marketing methods and its focus is on

digital marketing. Further, the secondary research has also represented that role of digital

marketing is quite crucial and by adopting different digital platforms companies are showing

how they are different from each other and at the same time unique elements of the products

are highlighted.

The second objective was to understand the different tactics adopted by the marketers for

providing positive customer experience. With the help of interview and response of

customers it has been found that marketers are utilizing the digital marketing tools such as

Instagram, Facebook, Pinterest etc for attracting customers towards the brand. The main

effectiveness is that the unique attributes of the products are highlighted and it shows what

kind of experience particular brand can provide to its target market. Marketers are sharing

information on continuous basis with the customers and they are communicating with the

target market for enhancing customer base. Through managerial interview it has been

identified that digital platforms are supporting firm in their actual need and requirement and

at the same time corrective actions are taken by the firm for satisfying those needs identified.

40

On the other hand, with the help of secondary research it has been found that when marketers

makes use of traditional marketing methods then in such case they are unable to reach target

market easily. At the same time traditional marketing is perceived to be costly and no such

positive return can be obtained through the use of this marketing. Hence, this is the way

adopted by the marketers for delivering positive customer experience.

The third objective was to understand the link between digital marketing practices and

customer experience. With the help of primary research it has been identified that positive

link is present between customer experience and digital marketing. Interview of the Penney’s

manager has supported in knowing that with the use of digital marketing the company is able

to provide better customer experience. Further, customers perceive its brand in a positive

manner and they are satisfied with the product range of the firm also. Moreover, the survey of

customers has also supported in knowing that they are easily influenced by the digital

marketing practices of the firm. In case if any particular information is shared with them

through digital medium then they are easily attracted towards it. On the other hand, secondary

research has contributed in knowing companies are making proper use of the digital

marketing platforms and the main benefit is that they are able to provide positive customer

experience that matters a lot. With the help of creative practices through Instagram, Pinterest

and other channels marketers are communicating with the target market that influences their

purchase behaviour. Hence, in this way all the objectives associated with the research have

been accomplished.

6.2 Recommendation

On the basis of analysis some recommendations are present to the managers of the company

so that it is possible to improve the marketing practices of the firm. Below are the key

recommendations:

Firstly the analysis has supported in knowing that Penney’s is on Pinterest but people

are not aware about it. This is the main limitation or the hurdle where customers are

not at all accessing the information shared by the firm. Lack of awareness regarding

the Pinterest page is not at all favourable for the firm. It is suggested to the company

to engage into the different activities through which it is possible to aware customers

regarding the Pinterest page. More awareness programs can be undertaken and this

can surely enhance the customer base of the firm in the market.

The second main recommendation is to increase the frequency of the posts on the

social media channels. By doing so it will be possible for the firm to attract more

41

customers at global level. On daily basis new posts can be published that can support

in communicating with the customers.

The third main recommendation is to take customer feedback on the regular interval.

It may be possible that some customers may not be satisfied with the digital marketing

practices of Penney’s and in this case it is possible for the firm to know the key areas

where it is not performing better and at the same time improvement is needed.

Therefore, customer survey can be carried out by the firm.

It is recommended to the firm to focus on the key factor that affects the consumer

behaviour such as price, quality etc and by focusing on them it is possible to attract

large number of customers towards the brand.

The marketing messages designed must be more informative as through this right

information can be easily shared with the target market and at the same time their

need can be satisfied easily.

Hence, these are some of the main recommendations that can be considered by Penney’s for

developing healthy relationship with its target market.

42

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AppendixQuestionnaire

Interview QuestionnaireNameYears of experience in Penney’sGender1. The use of traditional marketing practices is now providing Penney’s with an opportunity to enhance the degree of customer satisfaction?2. What are the drawbacks associated with traditional marketing practices?3. In your opinion, in the modern era, the use of digital marketing practices and tools is vital for companies?4. In your opinion in what ways traditional marketing is different from digital marketing practices?5. What are the different digital marketing platforms used by Penney’s?6. Do you think that digital marketing platforms enhance the degree of interaction between clients and Penney’s?7. What are the main issues and challenges linked with digital marketing?8. The use of digital marketing tools and platforms have helped Penney’s in enhancing the degree of customer experience and satisfaction?9. Is close monitoring and activeness is required in digital marketing to attain high degree of satisfaction among customers?10. The tools and techniques of digital marketing have the potential to influence customer experience and satisfaction level?

Questionnaire for customers

Q1 – AgeBelow 25 years25-30 yearsAbove 30 yearsQ2 – GenderMaleFemaleQ3 - Do you think that enhancing the degree of customer satisfaction and experience is vital for the success and growth of companies?YesCan’t sayNoQ4 - As per your opinion, digital marketing practices affect your buying behavior to a great extent?Strongly agreeAgreeNeutralDisagreeStrongly DisagreeQ5 - What according to you are the kinds of social platforms utilized by Penney’s for communicating with their target audiences?Instagram

48

FacebookPinterestYouTubeOthersQ6 - Do you think the marketing mix factor- location (place) of the store have a direct and a considerable impact on your decision making process?YesCan’t sayNoQ7 - What do you think is more effective- Traditional forms of advertisements (Tv, Radio, Print) or the advertisements made using Social Media (Instagram, Facebook etc.) ?Social mediaTraditional methodsBoth of themNone of the aboveQ8 - According to you, is treating every customer individually can result in enhancing the overall degree of customer experience to a great extent?Strongly agreeAgreeNeutralDisagreeStrongly DisagreeQ9 - In your view which of the following factors is important when you make your decisions regarding purchase of products or services?Familiarity with the brandPriceCustomer serviceConvenienceQ10 - Does the promotional and marketing strategies employed by Penney’s plays a significant role in influencing your experience and buying behaviour?YesCant’ sayNoQ11 - In your opinion, enhancing the degree of customer experience is a tough and challenging task for the companies like Penney’s?Strongly agreeAgreeNeutralDisagreeStrongly DisagreeQ12 - The practices of Penny’s digital marketing help you in getting the required information about the brand and its products and servicesYesCant’ sayNoQ13 - In your opinion resolving the doubts, queries and concerns of customers are also important in influencing the degree of customer experience?YesCant’ sayNo

49

Q14 - Do you think that Penney’s is required to carry out more improvement in its marketing and promotional practices to enhance the overall experience and satisfaction level of customers?YesCant’ sayNoQ15 - In your opinion the practices of digital marketing are more useful and effective in influencing the buyer’s decisions in comparison with the traditional marketing tools and techniques?Strongly agreeAgreeNeutralDisagreeStrongly Disagree

Interview analysis

Interview 1

Name:

Years of experience in Penney’s

I have experience of 3 years in Penney’s

Gender

Female

1. The use of traditional marketing practices is now providing Penney’s with an

opportunity to enhance the degree of customer satisfaction?

Yes I think so that the traditional marketing practices is providing Penney’s with opportunity

to enhance customer satisfaction level but the adoption of digital marketing is more feasible

for the firm.

2. What are the drawbacks associated with traditional marketing practices?

One of the main drawback is high cost where Penney’s has to invest large amount of financial

resources in conducting the traditional advertising practices. Apart from this, traditional

marketing is time consuming and it consumes large amount of time also.

3. In your opinion, in the modern era, the use of digital marketing practices and tools is

vital for companies?

Yes adoption of digital marketing is very crucial for the firms and through this it is possible

for the company like Penney’s to operate efficiently

4. In your opinion in what ways traditional marketing is different from digital

marketing practices?

50

I think traditional marketing is different from digital marketing in the form of cost where no

such high cost is associated with digital marketing. Apart from this, in terms of reach digital

marketing can reach respondents easily in comparison with traditional one.

5. What are the different digital marketing platforms used by Penney’s?

I think Penney’s mainly rely on social media platforms for marketing purpose. Different

platforms such as Instagram, Pinterest, and Facebook etc are utilized for marketing purpose.

6. Do you think that digital marketing platforms enhance the degree of interaction

between clients and Penney’s?

Yes i think so that digital marketing platforms help a lot in enhancing the level of interaction

between client and the company. Further, it is possible to reach target market easily.

7. What are the main issues and challenges linked with digital marketing?

It is very difficult for the company to compute ROI in the case of digital marketing and this

can be considered as the main challenge.

8. The use of digital marketing tools and platforms have helped Penney’s in enhancing

the degree of customer experience and satisfaction?

Yes I think that use of digital marketing platforms have supported in enhancing the level of

customer satisfaction and this is quite fruitful for the firm.

9. Is close monitoring and activeness is required in digital marketing to attain high

degree of satisfaction among customers?

Yes close monitoring is necessarily required for enhancing the degree of customer

satisfaction with respect to Penney’s.

10. The tools and techniques of digital marketing have the potential to influence

customer experience and satisfaction level?

Yes I think that all the tools associated with digital marketing have potential to influence

customer experience and the satisfaction level also.

Interview 2

Name:



Gender

Male

51



Well I think traditional marketing is not highly effective and companies are shifting towards

digital marketing. Therefore, I think that traditional marketing is not highly fruitful in the

case of Penney’s for enhancing customer satisfaction level


I have identified that different drawbacks are present such as reaching customers is difficult

task, customers purchase behaviour cannot be influenced easily etc.



Yes I think that in the era of digitalization it has become necessary for every firm to adopt

digital platforms such as social media, email marketing etc through which it is possible to

gain success in the market.



I think both the concepts are totally different. In terms of reach digital marketing is superior

and it is not at all costly also. Managing digital platforms is also easy in comparison with

traditional one.


I think Instagram is the main platform that is used for advertising purpose and its contribution

in raising awareness is high.



Yes I think that all the digital marketing platforms adopted by Penney’s have supported in

interacting company with the clients.


Managing digital marketing platforms is not an easy task and it consumes large amount of

time also. Hence, this can be considered as the main issue of digital marketing with respect to

Penney’s.



Yes I think so that the digital marketing platforms are highly effective and they have

contributed in enhancing customer satisfaction level.

52



Yes without close monitoring it is very difficult to manage the digital marketing platforms so

as to maintain the satisfaction of customers.



Yes the different tools of digital marketing that are utilized by Penney’s have potential to

influence the customer experience and satisfaction level

Interview 3

Name:



Gender

Male



No I don’t think that traditional marketing practices are effective and they have not provided

Penney’s any sort of opportunity to enhance customer satisfaction


Several drawbacks of traditional marketing has been identified such as time consuming where

managing different traditional platforms consume large amount of time and the level of return

is also not up to the mark.



Yes I think that digital marketing practices are most crucial for the companies and by

utilizing them Penney’s can definitely build healthier relationship with the target market.



In terms of reach I think traditional marketing is different from digital one. Mainly digital

platforms have more potential to reach customers in comparison with traditional.


Instagram and Facebook are the main platforms used by the company for marketing purpose.

53



No I don’t think so that digital marketing platforms supports in interaction between clients

and the company.


I have identified several challenges such as return on investment cannot be identified,

monitoring digital platforms is difficult etc.



Yes i agree with this statement that digital marketing tools that are adopted by Penney’s have

supported in improving customer satisfaction level.



No I don’t think so that proper monitoring is needed in digital marketing for maintaining

customer satisfaction level.



Yes each and every tool of digital marketing has potential to influence customer satisfaction

whether it may be Facebook, Twitter, Instagram, Pinterest or any other.

54

Documents

· Web viewInfluence of digital marketing in enhancing customer experience: A study on Penney’s . Acknowledgement . I would like to thank my tutor and family members for supporting