Group 31 - Chapter 4

SALES MANAGEMENT FACTORS THAT INFLUENCE CUSTOMER
SATISFACTION WHEN SHOPPING ONLINE IN GQEBERHA: RETAIL CLOTHING
Booi, Lindokuhle
Jelekile, Usisipho
Mjoli, Khanya
Sono, Dimpho
Submitted in partial fulfilment of the requirements of the Advanced Diploma:

Business Studies (Marketing Management) in the faculty of Business and Economic
Sciences at the Nelson Mandela University.
Mrs, T. Shrosbree
15 October 2021
ADVANCED DIPLOMA: MARKETING MANAGEMENT
DECLARATION
This declaration should be signed by EACH student in the group and should be
submitted together with your proposal. Without this declaration, the submission will
not be marked, and all group members will get ZERO. Students who have not signed
the form will get ZERO for the submission. Please take note of all 6 points mentioned
below.
1 I know that plagiarism means using another person’s work, e.g., ideas,
words, data, models, or diagrams and pretending that it is my own original
work.
2 In this document I have referenced ALL work taken from any source
(printed or electronic). Where I have copied more than 5 words verbatim, I
have quoted this in inverted commas, except in the case of tables or
figures which are referenced in-text just below the relevant table or figure.
3 I confirm that everything in this document is my own work in conjunction
with that of my group members.
4 I confirm that I have not allowed anyone, including my group members, to
copy my work with the intention of passing it off as his or her own work.
5 I declare that I have participated in the work submitted herewith to the
satisfaction of all of my fellow group members and that the percentage
contribution indicated is a true reflection of my contribution.
6 I understand that I will get zero and that disciplinary action will follow
should I be in breach of any of the above.
%
Surname Initials Student no Signature
Contribution
Booi L 214234371 0% Booi, L
Jalekile U 216559960 50% Jalekile U
Mjoli K 213318628 100% Mjoli, K
Sono D 215330692 100% Sono, D
TABLE OF CONTENTS
CHAPTER 4: EMPIRICAL RESULTS
4.1 INTRODUCTION 1
4.2 FINDINGS AND ANALYSIS 1
4.3 SUMMARY 11
ANNEXURE A: QUESTIONNAIRE 12
LIST OF TABLES
TABLE 4.1 RESPONDENTS PERCEPTION REGARDING THE 3
WEBSITE LAYOUT AS A FACTOR INFLUENCING
CUSTOMER SATISFACTION WHEN SHOPPING ONLINE
TABLE 4.2 RESPONDENTS PERCEPTIONS REGARDING 4

SECURITY AS A FACTOR INFLUENCING CUSTOMER
SATISFACTION WHEN SHOPPING ONLINE

INFORMATION QUALITY AS A FACTOR INFLUENCING

PAYMENT METHODS AS A FACTOR INFLUENCING

CUSTOMER SUPPORT AS A FACTOR INFLUENCING

PRODUCT QUALITY AS A FACTOR INFLUENCING

PRODUCT VARIETY AS A FACTOR INFLUENCING
10
RESPONDENTS PERCEPTIONS REGARDING

TABLE 4.8 DELIVERY PERFORMANCE AS A FACTOR
INFLUENCING CUSTOMER SATISFACTION WHEN
SHOPPING ONLINE
LIST OF FIGURES
FIGURE 4.1 FIGURE ILLUSTRATING THE SUMMARY OF SURVEY 1
PARTICIPANTS
FIGURE 4.2 FIGURE ILLUSTRATING THE GENDER OF THE 2
RESPONDENTS
FIGURE 4.3 FIGURE ILLUSTRATING HIGHLIGHTS THE AGE OF 2

THE RESPONDENTS
1
4.1 INTRODUCTION
The findings and analysis of the research project is discussed in this Chapter
(Chapter 4). The demographic information of the respondents will be provided and
analysed from Figure 4.1-4.2 provided the reader a better understanding of who the
survey respondents are. This section will be followed by the balance of the obtained
data that relates to factors that influence the customer satisfaction of online shoppers
in Gqeberha, which will be analysed for the reader's benefit. The outcomes will be
indicated from Tables 4.1- 4.8.
4.2 FINDINGS AND ANALYSIS
The researchers in this study employed descriptive statistics to organize and

summarize the data collected, in order to make the findings easier to understand and
interpret. Descriptive statistics, such as percentages and mean scores, were utilized
to interpret the data collected from the respondents, in order to develop patterns,
correlations, comparisons, and conclusions.
Two demographic questions about the respondents' age and gender were asked.
The findings of the respondents' demographic questions are depicted in Section A in
Figures 4.2 which presents the findings in relation to gender and Figure 4.3
represents the findings of the age of the respondents. The results that relate to the
Survey/Questions based on factors of sales management are presented in Section B
from Table 4.1 to 4.8
FIGURE 4.1 SUMMARY OF SURVEY PARTICIPANTS

2
Figure 4.1 shows that the survey link was opened by 187 people of which 89
participated, only 75 got to complete the survey. However, 14 dropped out of the
survey and it took them an average of 5 minutes to complete the survey.
FIGURE 4.2 THE GENDER OF THE RESPONDENTS
Figure 4.2 shows that out of all the participants 42% were male and 58% were
female.
FIGURE 4.3 THE AGE OF THE RESPONDENTS

3
Figure 4.3 shows that the survey had participants between the ages of 18-40 of
which 14% were between 35-40, 37% were between 18-25 and finally 54% between
26-35.
4
TABLE 4.1
RESPONDENTS PERCEPTION REGARDING THE WEBSITE LAYOUT AS A
FACTOR INFLUENCING CUSTOMER SATISFACTION WHEN SHOPPING
ONLINE
Indicate your level of agreement or

disagreement with the following
statements regarding factors of sales
Strongly Disagree
management that influence customer
Strongly Agree
satisfaction when shopping online.
Disagree
Neutral
Agree
Website Layout % % % % %
WL1 Navigating through online store is simple. 33 38 23 3 3
WL2 Online stores should have category tabs 64 28 2 1 5
make e.g., Dresses, hats, beauty etc.
WL3 Layout of online store influences satisfaction. 48 35 8 5 4
Table 4.1 and its three questions asked were a means of understanding if the layout
of an online retail store influences the customer satisfaction. A 38% majority of
respondents agreed that the layout played a significant part in their satisfaction,
while 64% strongly agreed the necessity of having category tabs to make the
shopping experience easy and fast. Though a large number agreed that the layout
does influence the shopping satisfaction, there was a select few (four percent) that
strongly disagreed that the layout mattered at all.
5
TABLE 4.2
RESPONDENTS PERCEPTIONS REGARDING SECURITY AS A FACTOR
INFLUENCING CUSTOMER SATISFACTION WHEN SHOPPING ONLINE

Strongly Disagree
Strongly Agree
Disagree
Neutral
Agree
Security % % % % %
S1 Customer’s purchases history on online 61 28 8 0 3
store should be kept private.
S2 Customer’s card details on online store 89 7 0 0 4
should be kept private.
S3 Knowing my information in secure on an 68 22 5 1 4
online store influences customer satisfaction
Table 4.2 illustrates the data accrued from the security sales management factor in
online retail clothing. It shows that a high number of respondents strongly agreed to
all three questions relating to security when shopping online. This Table clearly
shows that 89% strongly agree to customers’ card details being kept private, while a
four percent strongly disagreed that customers details being kept private did not
result in any satisfaction for the online shopping experience.
6
TABLE 4.3
RESPONDENTS PERCEPTIONS REGARDING INFORMATION QUALITY AS A
ONLINE

Strongly Disagree
Strongly Agree
Disagree
Neutral
Information Quality % Agree
% % % %
IQ1 Customers should be made aware of terms 74 18 1 3 4
and conditions prior the purchase.
IQ2 Information about product material, quality, 75 19 3 0 3
availability and price should be
communicated clearly.
IQ3 Information quality influences customer 62 30 4 0 4
satisfaction.
Table 4.3 illustrated the relationship between information quality and customer
satisfaction when shopping online in Gqeberha. This Table shows that 62% of
respondents strongly agree that information quality does influence customer
satisfaction. While there is a 75% response of customers strongly agreeing to that
material, quality, availability and price should be communicated clearly and a few,
being four percent, strongly disagree to this having an influence on the overall online
shopping satisfaction.
7
TABLE 4.4
RESPONDENTS PERCEPTIONS REGARDING PAYMENT METHODS AS A
ONLINE

Strongly Disagree
Strongly Agree
Disagree
Neutral
Agree
Payment Method % % % % %
PM1 All online stores should allow both card and 55 31 7 5 2
cash payments.
PM2 Should all online stores have a lay-buy 27 27 24 16 6
payment method?
PM3 A variety of payment methods in online store 59 35 5 0 1
influences customer satisfaction.
Table 4.3 illustrates the expectation of customers relating to the store’s payment
methods. There is an excellent balance between customers that strongly agree,
agree and neutral. However, 16% of the respondents which disagrees that online
shopping platforms should have a lay-buy payment method.
8
TABLE 4.5
RESPONDENTS PERCEPTIONS REGARDING CUSTOMER SUPPORT AS A
ONLINE

Strongly Disagree
Strongly Agree
Disagree
Neutral
Agree
Customer Support % % % % %
CS1 Customers are to be sent messages related 35 36 20 5 4
to sales, new products or holiday discounts
e.g., birthdays
CS2 It is important to participate in service 26 47 22 3 2
ratings.
CS3 Online stores should have chatbots for ease 43 38 10 6 3
of communication with supplier.
Table 4.5 relates to the extent in which customers expect customer support from the
online retail store. It can be seen above that a larger part of respondents, being 36%,
simply agreed that customer support does in fact influence their online shopping
experience. While 35% of the respondents strongly agreed to being contacted for
information relating to the stores sales and promotions. Four percent strongly
disagreed that chatbots were a necessary means to guarantee satisfaction for an
overall online shopping experience.
9
TABLE 4.6
RESPONDENTS PERCEPTIONS REGARDING PRODUCT QUALITY AS A
ONLINE

Strongly Disagree
Strongly Agree
Disagree
Neutral
Product Quality % Agree
% % % %
PQ1 Product advertised should match product 86 11 1 0 2
customer received e.g., size and material
PQ2 If product quality is poor, customer should be 86 8 1 1 3
allowed to return product.
PQ3 Product Quality influences customer 80 15 4 0 1
satisfaction.
The table above indicates that 4.5, respondents feel strongly about the quality of the
products they purchase online. A large number of all three questions posed for this
factor strongly agreed that product quality, size and material do indeed influence the
customers shopping experience
10
TABLE 4.7
RESPONDENTS PERCEPTIONS REGARDING PRODUCT VARIETY AS A
ONLINE

Strongly Disagree
Strongly Agree
Disagree
Neutral
Agree
Product Variety % % % % %
PV1 A variety of product sizes influence customer 58 34 5 1 2
satisfaction.
PV2 A variety of product colours influence 52 37 7 3 1
customer satisfaction.
PV3 Product variety influences customer 60 35 3 1 1
satisfaction.
Table 4.7 illustrates the respondents’ feedback with regards to the product variety
sales management factor. It shows that 60% of respondents strongly agree that the
product variety offered influences the customers shopping satisfaction. While there is
a 7% of respondents that are neutral about product variety, relating to the range of
colours offered for each individual product the store has to offer. For all three of the
questions asked there was a 1% response that strongly disagreed.
11
TABLE 4.8
RESPONDENTS PERCEPTIONS REGARDING DELIVERY PERFORMANCE AS A
ONLINE

Strongly Disagree
Strongly Agree
Disagree
Neutral
Agree
Delivery Performance % % % % %
DP1 Customers should be made aware of which 70 24 2 0 4
delivery company is being used.
DP2 Customers should be able to track their 88 7 3 0 2
packages.
DP3 Delivery performance influences customer 72 24 1 0 3
satisfaction.
Table 4.8 clearly shows that 80% of respondents strongly agree that customers
should be able to track the whereabouts of their online purchase. In addition, there is
a 70% respondents’ feedback that indicates customers expect to be made aware of
which courier company the store will be using to deliver the product/s to the
customer.
12
4.3 SUMMARY
The findings and analyses of the research study were the subject of this chapter.
Gender and age were the two demographic characteristics that were highlighted.
The majority of responders are between the ages of 18 and 24, according to the
findings.
In general, the majority of respondents agreed with the assertions presented,
indicating that online shoppers in the Gqeberha area are aware of aspects that
influence their happiness when purchasing online. The next chapter discusses the
synopsis, recommendations & conclusions of this study
13
ANNEXURE A: QUESTIONNAIRE
Dear respondent
The research below is conducted by Nelson Mandela University, Advanced Diploma:

Marketing Management students conducting research on the factors of sales
management that influence customer satisfaction when shopping online in
Gqeberha. Information is collected in the form of a survey to measure which factors
of sales management influence customer satisfaction when shopping online.
Please note the following:
 All data collected will be used for research purposes only.

 You can keep your identity anonymous and stop questionnaire at any given
time without and repercussions.
 The questionnaire should not take more than 10 minutes to complete.
 The questionnaire comprises of two sections:
Section A: Demographic information
Section B: Survey/Questions based on factors of sales management
Student researchers:
Jalekile, U
Mjoli, K
Sono, D
Study leader: Mrs Shrosbree

Your participation is appreciated.
14
Sincerely.
SECTION A: Demographic information

Please indicate your choice by means of an (X).
1. Gender
Female Male
2. Age group (in years)

18-25 26-35
36-40
SECTION B: Factors of Sales Management Discuss this with your supervisor, I

don’t agree that these are factors of

management.
Please indicate your choice by means of

Strongly Disagree
an (X).
Strongly Agree
Disagree
Neutral
Agree
Website Layout
WL1 Navigating through online store is simple.
WL2 Layout of online store influences satisfaction.
WL3 Online stores should have category tabs
15

management.
Strongly Disagree
an (X).
Strongly Agree
Disagree
Neutral
Agree
make e.g., Dresses, hats, beauty etc
Security
S1 Customer’s purchases history on online
store should be kept private.
S2 Customer’s card details on online store
should be kept private.
S3 Knowing my information in secure on an
online store influences customer satisfaction
Information Quality
IQ1 Customers should be made aware of terms
and conditions prior the purchase.
IQ2 Information about product material, quality,
availability and price should be
communicated clearly.
IQ3 Information quality influences customer
satisfaction.
Payment Method
PM1 All online stores should allow both card and
cash payments.
PM2 Should all online store have a lay-buy
payment method?
16

management.
Strongly Disagree
an (X).
Strongly Agree
Disagree
Neutral
Agree
PM3 A variety of payment methods in online store
influences customer satisfaction.
Customer Support
CS1 Customers are to be sent messages related
to sales, new products or holiday discounts
e.g. birthdays
CS2 It is important to participate in service
ratings.
CS3 Online stores should have chatbots for ease
of communication with supplier.
Product Quality
PQ1 Product advertised should match product
customer received e.g. size and material
PQ2 If product quality is poor, customer should be
allowed to return product.
PQ3 Product Quality influences customer
satisfaction.
Product Variety
PV1 A variety of product sizes influence customer
satisfaction.
PV2 A variety of product colours influence
17

management.
Strongly Disagree
an (X).
Strongly Agree
Disagree
Neutral
Agree
customer satisfaction.
PV3 Product variety influences customer
satisfaction.
Delivery Performance
DP1 Customers should be made aware of which
delivery company is being used.
DP2 Customers should be able to track their
packages.
DP3 Delivery performance influences customer
satisfaction.
Thank you for your time.

Group 31 - Chapter 4

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Group 31 - Chapter 4

Uploaded by

Copyright:

Available Formats

SALES MANAGEMENT FACTORS THAT INFLUENCE CUSTOMER

SATISFACTION WHEN SHOPPING ONLINE IN GQEBERHA: RETAIL CLOTHING

Submitted in partial fulfilment of the requirements of the Advanced Diploma:

CHAPTER 4: EMPIRICAL RESULTS

TABLE 4.2 RESPONDENTS PERCEPTIONS REGARDING 4

TABLE 4.3 RESPONDENTS PERCEPTIONS REGARDING 5

TABLE 4.4 RESPONDENTS PERCEPTIONS REGARDING 6

TABLE 4.5 RESPONDENTS PERCEPTIONS REGARDING 7

TABLE 4.6 RESPONDENTS PERCEPTIONS REGARDING 8

TABLE 4.7 RESPONDENTS PERCEPTIONS REGARDING 9

RESPONDENTS PERCEPTIONS REGARDING

FIGURE 4.3 FIGURE ILLUSTRATING HIGHLIGHTS THE AGE OF 2

4.2 FINDINGS AND ANALYSIS

The researchers in this study employed descriptive statistics to organize and

FIGURE 4.1 SUMMARY OF SURVEY PARTICIPANTS

FIGURE 4.2 THE GENDER OF THE RESPONDENTS

FIGURE 4.3 THE AGE OF THE RESPONDENTS

Indicate your level of agreement or

Indicate your level of agreement or

Indicate your level of agreement or

Indicate your level of agreement or

Indicate your level of agreement or

Indicate your level of agreement or

Indicate your level of agreement or

Indicate your level of agreement or

The research below is conducted by Nelson Mandela University, Advanced Diploma:

Please note the following:

 All data collected will be used for research purposes only.

Study leader: Mrs Shrosbree

SECTION A: Demographic information

2. Age group (in years)

SECTION B: Factors of Sales Management Discuss this with your supervisor, I

Indicate your level of agreement or

Please indicate your choice by means of

Indicate your level of agreement or

Please indicate your choice by means of

Indicate your level of agreement or

Please indicate your choice by means of

Indicate your level of agreement or

Please indicate your choice by means of

Thank you for your time.

You might also like