Multichannel vs Omnichannel Logistics: Comparing Strategies in Order Fulfilment and

Customer Satisfaction – A Case Study of Amazon and eBay.

Table of Contents
1.Introduction...........................................................................................................................2

2. Research Aim........................................................................................................................2

3. Research Objectives.............................................................................................................2

4. Research Questions..............................................................................................................2

5. Background and Significance of the Study........................................................................3

6. Annotated Bibliography.......................................................................................................4

7. Research Methodology.........................................................................................................6

8. Results...................................................................................................................................8

9. Reflection..............................................................................................................................8
1.Introduction
In this ever-evolving digital era businesses all over the world constantly focus on various
strategies and methods to improve their supply chain logistics as well as to satisfy the
evolving needs of their targeted customers (Aouad and Ganapathi, 2020). However, the most
popular fulfilment methods are the multichannel and omni channel fulfilment strategies.
Omni channel and multi-channel logistical approaches could be identified as two different
approaches of fulfilment in which each approach is identified to have its own drawbacks and
benefit (Aouad and Ganapathi, 2020). According to the study of Öztek and Çengel, (2020)
omnichannel and multinational approaches could be identified as to prominent logistical
channels in which will be able to provide seamless and satisfactory consumer experiences.
This research proposal seeks to delve into the intricate dynamics of these logistics’ strategies,
focusing on their operational disparities, impact on customer satisfaction, efficiency in order
fulfilment, and adaptability in varied market conditions. The investigation will centre around
two of the most influential players in the e-commerce realm, Amazon and eBay, as case
studies to extract valuable insights and draw meaningful comparisons.

2. Research Aim
The main aim of this study is to identify explore and compare the customer satisfaction, order
fulfilment, and adaptability strategies of Multichannel and Omnichannel logistics models
with a special focus on the case studies of Amazon and eBay.

3. Research Objectives
 To Analyse the Operational Differences Between Multichannel and Omnichannel
Logistics Models.
 To Evaluate the Impact of These Logistics Strategies on Customer Satisfaction.
 To Investigate the Efficiency of Order Fulfilment and Delivery Processes.
 To Explore the Adaptability and Scalability of Multichannel and Omnichannel
Approaches in Varying Market Conditions.
4. Research Questions
 What are the differences in between multichannel and Omnichannel logistics models
in terms of their operational processes including inventory management, order
processing, as well as distribution channels?
 How does the Multichannel and Omnichannel logistics strategies would impact on
customer satisfaction, considering factors such as order accuracy, delivery speed, as
well as the overall customer experience?
 How efficient are the order fulfilment and delivery processes in Multichannel and
Omnichannel logistics models? Identify the key factors that would contribute to the
overall efficiency
 To what extent are Multichannel and Omnichannel logistics approaches adaptable to
different market conditions, further identify and explore the challenges or advantages
that these channels would exhibit in the eve changing business environments?

5. Background and Significance of the Study

In this ever-changing digital world, the consumers are found to be focusing on different
channels for the purchase of the products and services as a result of the same the business
organisation are found to be confined to different logistical channels that could satisfy their
targeted customers (Öztek and Çengel, 2020). The study of (Biegert and Seiler, 2022)
identified that omni channel and multi-channel logistics are the two major logistic and
channels that exist. However, the two concepts are entirely different and both carries its own
advantages and drawbacks. Omni channel logistics is a process in which the physical stores
and the online operations of an enterprise will be unitedly performed (Biegert and Seiler,
2022). Under this logistical channel it mainly focuses on synchronising the data between
multiple channels adopted by the enterprise and this to provide seamless experience for the
target consumers. On the other hand, the study of Risberg, (2022) further identified that
multi-channel logistics is a logistical process in which the multiple channels included well
performs separately. The meditation logistics will help to explore the possibilities of the
enterprise by expanding the reach over to a wider consumer base by utilising different
channels to offer their products and services (Risberg, 2022). These channels may include
various platforms like social media platforms eCommerce marketplaces websites as well as a
combination of all of these.
This research proposal aims to have a clear comparison of these two logistical channels
focusing on the case studies of two e-commerce giants the Amazon and eBay. Amazon and
eBay are identified as the titans in the e-commerce world that have adopted distinct logistics
approaches (Murfield et al., 2017). Identifying and exploring in their case studies will not
only shed light on the effectiveness of multichannel and omnichannel strategies but also will
help to offer better understandings about how these strategies will impact to have customer
satisfaction, loyalty, as well as the overall business performance.

6. Annotated Bibliography
This section of the research proposal will be able to provide an annotated bibliography of
some of the selected studies on the related topic

 Sumrit, D. and Sowijit, K. (2023) “Winning customer satisfaction toward

omnichannel logistics service quality based on an integrated importance-performance
analysis and three-factor theory: Insight from Thailand,” Asia Pacific Management
Review, 28(4), pp. 531–543. Available at:
https://doi.org/10.1016/j.apmrv.2023.03.003.

This article examines how customers perceive and assess the omnichannel logistics
service quality (OCLQ) of a leading e-commerce retailer in Thailand. The authors use an
integrated importance-performance analysis and three-factor theory framework to identify
the Omnichannel Logistics (OCL)attributes that affect customer satisfaction and loyalty.
The article contributes to the literature on omnichannel logistics by providing a
comprehensive and empirical assessment of OCL attributes based on customer shopping
journeys. The article also offers insights for e-commerce retail managers on how to
improve their OCL performance and benchmark it with their competitors. This study can
provide valuable insights into the key attributes of OCL that influence customer
satisfaction and loyalty. Furthermore, the integrated importance-performance analysis and
three-factor theory framework used in this study can serve as a methodological reference
for the comparative analysis of Amazon and eBay’s order fulfilment strategies and their
impact on customer satisfaction.

 Jindal, R.P. et al. (2021) “Omnichannel battle between Amazon and Walmart: Is the
focus on delivery the best strategy?,” Journal of Business Research, 122, pp. 270–280.
Available at: https://doi.org/10.1016/j.jbusres.2020.08.053.
 The research conducted by Jindal et al. (2021) mainly aims to identify and explore the
omnichannel battle between Amazon and Walmart. The study clearly identified that
offline retailers should not only focus a faster delivery while opening online channels to
compete with the existing online retailers. Further they should focus on delivering the
fundamentals of retailing to their online customers too by including larger assortment,
competitive prices, and purchase convenience. This study is found to be relevant of this
proposed research as this literature will be able to provide better understandings about the
omnichannel retailing strategies of two major retailers. It also highlights the importance
of delivering the fundamentals of retailing to online customers, which can be useful while
comparing the order fulfilment and customer satisfaction strategies of Amazon and eBay.

 Cohen, R., 2018. How Amazon’s delivery logistics redefined retail supply chains. Journal
of Supply Chain Management, Logistics and Procurement, 1(1), pp.75-86.

Further the study of Cohen (2018) focus to identify and analyse how Amazon has set high
standards for the entire retail industry with its market-leading ecommerce innovations across
its delivery logistics infrastructure and the technologies behind it. As customer spending
rapidly shifted over the past decade towards online commerce and away from physical stores,
customer expectations around convenience, choice, and speed of delivery have also changed
drastically. The boom of on-demand technologies such as real-time tracking, alongside the
widespread adoption of smartphones, means that retailers across the world need to quickly
adapt in order to stay relevant with their customers.

This study is found to be relevant for the proposed as it will be able to provide voluble
insights about how Amazon’s delivery logistics have redefined retail supply chains. The
literature will also highlight the importance of optimizing the entire retail supply chain to
ensure maximum operational efficiency while providing an exceptional customer experience.

 Krishnamurthy, S. (2004) “A Comparative Analysis of eBay and Amazon,” in Intelligent

Enterprises of the 21st Century. IGI Global, pp. 29–44. Available at:
http://dx.doi.org/10.4018/978-1-59140-160-5.ch003 (Accessed: December 18, 2023).

The study of Krishnamurthy (2004) compares and contrasts the business models and
strategies of eBay and Amazon, two of the most prominent e-commerce companies. The
author argues that eBay has built an innovative business truly suited to the Internet, while
Amazon has merely replicated a catalog business model online. eBay has enabled both
buying and selling online with spectacular results, using its auction format as a competitive
advantage. This book chapter is relevant to the research proposal as it provides a comparative
analysis of the business models and strategies of eBay and Amazon. It also highlights the
challenges and opportunities facing both companies in the future, which can be useful in
comparing their logistics strategies in order fulfilment and customer satisfaction.

 Belvedere, V., Martinelli, E.M. and Tunisini, A. (2021) “Getting the most from E-
commerce in the context of omnichannel strategies,” Italian Journal of Marketing,
2021(4), pp. 331–349. Available at: https://doi.org/10.1007/s43039-021-00037-6.

Belvedere, Martinelli, and Tunisini (2021) focuses to develop a framework for E-commerce
firms to adopt omnichannel strategies that enhance their performance and customer
satisfaction. The authors identify four dimensions of omnichannel strategies as channel
integration, customer experience, value proposition, as well as organizational alignment. This
study is found to be relevant as it will be able to provide a theoretical and empirical basis for
understanding omnichannel strategies in E-commerce. Further this literature will be able to
offer valuable insights about the benefits and challenges of implementing omnichannel
strategies, which can be useful for comparing and contrasting with multichannel strategies.

7. Research Methodology
 Data Collection

A qualitative research methodology will be adopted in the proposed study in order to explore
and compare the customer satisfaction, order fulfilment, and adaptability strategies of
Multichannel and Omnichannel logistics models with a special focus on the case studies of
Amazon and eBay. A qualitative methodology that relies on techniques for data collecting
like interviews, observations, and case study analysis. However, a qualitative research
methodology is often adopted when an interpretivism philosophy is being employed
(Blackstone,2018).

From numerous research strategies available a case study approach was deemed to be most
appropriate for the study and hence a case study approach will be selected for performing the
proposed study. Under a case study approach a detailed and analysis in a single topic related
with a single or a group of organisations will be performed (Tisdall, 2008). However, the
main aim of a case study approach is it will help to obtain a better understanding and the
research topic and will not generalize the research findings (Tisdall, 2008). Hence while
analysing and comparing the Omni channel logistic and multi-channel logistics with a special
focus of Amazon and eBay could adopt a case study approach as it will help to obtain more
clear research findings.

Under a case study approach this qualitative study will focus to adopt a secondary data
collection method. A secondary data collection method the relevant and information’s will be
collected from various previously published articles journals and other already available and
accessible sources (Indrayan, 2019). However, a secondary data collection method will be
considered as it is identified as a quicker and cheaper data collection method while
comparing with various primary data collection methods. However, in this proposed study the
secondary data collection method will include collection of relevant data from various
internal and external sources (V and Edison, 2011).

The external sources of data collection will include various published sources such as
government official reports, written works, books, journals, periodicals and so on (Sutton and
Austin, 2015). Further the internal sources of data collection will include various sources like
yearly reports, sales reports, client testimonials, and other government websites. However, in
this case the internal sources of data collection will include customer reviews and other
official reports of both Amazon and eBay. However, the analysis of the data and information
from the internal sources will provide insights into the investment, resource allocation, and
overall performance related to logistics strategies. Information regarding logistics expenses,
revenue from different channels, and investments in technology will be crucial.

The analysis of data and information collected from the customer reviews will help obtain
qualitative insights into the perceived effectiveness of logistics strategies (Sutton and Austin,
2015). However, the relevant secondary data and information will be collected from various
databases including scholarly sources and official websites. Further proper referencing and
citations will be ensured throughout the study as it will help to enhance the reliability and
academic integrity of the proposed research (Sutton and Austin, 2015).

 Data Analysis

In case of data analysis, the collected data will be analysed using a thematic analysis method.
Thematic analysis is the most commonly used data analysis method under a qualitative
research methodology (Braun and Clarke, 2021). However, a thematic analysis method will
help to identify, analyse, and report themes within the collected data. Numerous steps are
involved in a thematic analysis method in which the initial step includes the thorough
examination of the selected studies (Braun and Clarke, 2021). Studies will be clearly
understood by performing with taro reading of the selected studies. Further the initial codes
will be generated in order to identify and label relevant data and information’s. The next step
will focus on the grouping of the selected codes into potential themes according to the
similarities subjective continuous review for consistency and improvement (Braun and
Clarke, 2021).

Thus, a thematic analysis method will be employed in this proposed study as it will
researchers with a structured yet flexible framework for organizing and interpreting data,
making it a valuable method for exploring complex phenomena and gaining deeper insights
into the nuances of participants' experiences and perspectives.

8. Results
The results of this proposed study that focuses to identify and compare the customer
satisfaction order fulfilment and adaptabilities strategies of multi-channel and Omni channel
logistics model with a special focus on Amazon and eBay are expected to provide both
practical and theoretical contributions. The result of this proposed study will be able to bridge
the gap between the theoretical framework that present in the existing studies as well as to
provide practical contribution in relation with application of these concepts in the case of two
prominent real-world eCommerce giants. It is expected that the analysis of the logistics
strategies of Amazon and eBay this study will be able to identify the best practices challenges
and opportunities related with both Omni channel and multinational logistical approaches. In
case of theoretical contribution, it will provide an extension for the existing academic
knowledge on both Omni channel and multi-channel logistics. The research will contribute to
the ongoing discourse in supply chain and logistics management by validating, challenging,
or expanding existing theoretical frameworks. This theoretical aspect of the research is
relevant to academics, researchers, and students in the fields of business, logistics, and e-
commerce studies.

Further the practical contribution of the research will be multifaceted. Firstly, the results will
be able to provide valuable contribution related with the logistics strategies of two industry
leaders namely Amazon and eBay, thus this will be able to serve as a benchmark for other
business. Further the proposed research will offer a roadmap for other seeking to come across
to the complexities of the e-commerce landscape by informing decision-making processes
related to logistics investments, technology adoption, and customer satisfaction initiatives.
9. Reflection
As we conclude the research proposal that mainly focused on the comparison of multichannel
and omnichannel logistics strategies in the context of Amazon and eBay could be clearly
stated as an informative journey. This process of preparing the research proposal involved a
thorough exploration of theoretical foundations in the form of an annotated bibliography, the
development of research questions and objectives, as well as the identification of the most
appropriate research methodologies that will be able to answer the research questions.

After preparing the annotated bibliography, I was able to explore more onto the existing
studies and literatures on the selected topic that will help to obtain a comprehensive
understanding of the key concepts, theories, and case studies relevant to multichannel and
omnichannel logistics. This exploration was identified as crucial in exploring the research
questions and refining the focus of the study. However, it helped me to identify gaps in the
current knowledge and thus was able to develop an in-depth foundation for the subsequent
stages of the research.

The development of the research questions and objectives helped me to have a clear roadmap
for the proposed study and guided me in the selection of data sources and methodologies. The
focus of the questions made sure that the research will be able address key aspects of
multichannel and omnichannel logistics especially in the case of Amazon and eBay.

The proposed methodologies, including the collection of data from customer feedback,
supply chain journals, and other official websites were carefully chosen to provide a
comprehensive and balanced analysis. Further the use of thematic analysis as a
methodological approach will further ensure that a systematic examination of the collected
data is being performed.

Further reflecting on the journey so far, it was clearly evident that an effective foundation has
been laid for the entire research process in the form of the research proposal. The annotated
bibliography not only deepened my understanding of the subject but also helped in the
development of the research questions and selecting appropriate methodologies of the
proposed study. Further it is also ensured that the proposed research methods are designed in
such away that it will be able to offer a holistic view of multichannel and omnichannel
logistics strategies that will clearly align with the research aims and objectives. However, this
reflective part also helped me to identify that a continuous reflection is an integral process in
the research process.
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