Dissertation presentation

BA (Hons) Business Dissertation. 'Does online service quality, in the supermarket industry, influence consumer engagement: a comparison of Morrisons and Tesco.

1. Gregory McCaig Dissertation SLIDE SHOW

2. Title Does online service quality, in the supermarket industry, influence consumer engagement: A comparison of Morrisons and Tesco.

3. Abstract This study was systematically created by the researcher to analyse the quality of the service based upon the online retailing service offered by Morrisons and Tesco. This was achieved through the analysis of both primary and secondary research. The primary research was mainly qualitative and was collected through in-depth interviews .

4. aiM AND OBJECTIVES The main aim for this project is to analyse the importance of the service quality involved in the online services provided by Morrisons and Tesco. Objectives A review of the online shopping services in relation to Morrisons and Tesco. Critically assess the theoretical area of service quaility in the online environment. Apply the theoretical work to both Morrisons and Tesco A critical analysis of the findings Strategic recommendations based upon the findings.

5. Theoretical work included Characteristics of Services Intangibility of Services Inseparability of Services Heterogeneity of Services Perishability of Services Listed above are the characteristics of services and they are what primarily tipify a service.

6. Dimensions of Service Quality Reliability Responsiveness Assurance Empathy Tangible The dimensions of service quality are used by the customer to assess the service quality offered by the organisation.

7. The Marketing Mix (4p’s) Price Place Product Promotion Given the nature of the of online retailing, the 4p’s can be extended. The extra p’s include: Physical Evidence Process People

8. Methodology Given the nature of the way in which the information was collected for this project interpretivism was the adopted epistemology. Both an inductive and deductive research approach was also adopted. The deductive approach was adopted to allow a critical analysis of secondary information. The inductive approach was then introduced to allow the researcher to present their primary research.

9. THE INTERVIEWS The predominant source for the collection of primary information was through in-depth interviews. The demographics for the interviews are as followed: Male (Age 65+) respondent 2 ( Morrisons ) Female (Age 45-50) respondent 1 (Tesco) Female (Age 20-24) respondent 4 ( Morrisons ) Male ( 30-35) respondent 3 (Tesco)

10. Interview Process 4 Participants – 2 females ( Morrisons + Tesco customers), 2 Males ( Morrisons and Tesco customers) First Stage – Multiple Choice Questions Second stage – Open Ended Questions Third Stage – Word Association Questions.

11. Findings summary Main Findings Relatable theory Quality of the Products delivered Product (7p’s) Realiability , Assurance, Tangible (Dimensions) The Overall Delivery System Place , People and Process (7p’s) Responsvieness (Dimension) Intangibility, inseparability and heterogeneity (Characteristics) The Website of both organisations Place and Promotion (7p’s)

12. Recommendations Closer date check and quality control which affected both organisatons. Morrisons need to expand their online service to Scotland. Both organisations need to keep their prices competitive. Both organisations also need to expand on their promotional techniques of the online service.

13. Thanks for reading For any further details or for a full version of the dissertation please don ’ t hesitate to ask.