Research Title: A qualitative exploration into how online customer satisfaction can improve customer loyalty at the company.

Background of the Research Proposal: In the contemporary digital age, the proliferation of e$-$commerce has significantly transformed the landscape of customer interactions and business operations. Online customer satisfaction has emerged as a pivotal factor influencing customer retention and loyalty. Companies are increasingly recognizing the importance of delivering exceptional online experiences to foster long$-$term relationships with their customers. This research aims to delve into the qualitative aspects of how online customer satisfaction can enhance customer loyalty, specifically within the context of a selected company.

Customer satisfaction is defined as an overall evaluation based on the total purchase and consumption experience with the good or service over time $($Fornell$,$ Johnson, Anderson, Cha & Bryant $1996).$ With marketing, customer satisfaction also comes along with it which means it ascertains the expectation of the customer on how the goods and services are being facilitated by the companies. Oliver $(1999,33)$ defines loyalty as "a deeply held commitment to rebuild and re$-$patronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behaviours.

$$Customer loyalty is viewed as the strength of the relationship between an individual$$s relative attitude and re$-$patronage. Although customer satisfaction is a crucial part of a business, satisfaction alone cannot take a business to a top level. Customer satisfaction produces a positive financial result, especially in regular purchases. In today$$s unforgiving market creating and maintaining customer loyalty is more complex than it used to be in the past years. This is because of technological breakthroughs and widespread internet use. Loyalty building requires the company to focus on the value of its product and services and to show that it is interested to fulfil the desire or build a relationship with customers $($Griffin $2002.)$ Customers are moving online platforms, so loyalty is impacted. A shoe company that markets its products to men. This qualitative interpretive study will evaluate how customer satisfaction at a company can improve through online shopping for customers to come back again.

Research Problem$/$Issue: Despite the growing emphasis on online customer satisfaction, there remains a gap in understanding the specific elements that contribute to customer loyalty in an online setting. Many companies struggle to identify and implement effective strategies that translate online satisfaction into sustained customer loyalty. This research seeks to address this issue by exploring the qualitative dimensions of customer experiences and satisfaction in the digital realm.

Relevance of the Research Proposal: This research is highly relevant to the field of marketing and business management, particularly in the context of e$-$commerce and digital customer relationship management. Understanding the nuances of online customer satisfaction and its impact on loyalty can provide valuable insights for businesses aiming to enhance their competitive edge. The findings of this study can inform the development of targeted strategies to improve customer retention and foster brand loyalty in the digital marketplace.

Research Question:

$$ How does online customer satisfaction influence customer loyalty at the company?

Objectives of the Research Study:

$1.$ To identify the key factors contributing to online customer satisfaction at the company.

$2.$ To explore the relationship between online customer satisfaction and customer loyalty.

$3.$ To understand the perceptions and experiences of customers regarding the company's online services.

$4.$ To provide recommendations for enhancing online customer satisfaction to improve customer loyalty.

$5.$ To explore how online customer satisfaction can improve customer loyalty at the company.

$6.$ To identify the factors that contribute to a company$$s customer satisfaction.

$7.$ To establish how a company can improve customer satisfaction and customer loyalty.

$8.$ To increase customer loyalty thereby generating more revenue

$9.$ To find out the factors affecting customer satisfaction and loyalty and show that customer satisfaction does have bearing on customer loyalty

$`$Clearly define the specific aspects of online customer satisfaction that will be explored in relation to customer loyalty. Instead of a broad overview, focus on particular factors of online customer satisfaction $($e$.$g$.,$ website usability, customer service, delivery experience$)$ and how this influence loyalty. Specify the company or industry context within which the research is conducted to provide clarity and relevance. Clearly identify the company or industry $($e$.$g$.,$ a shoe company$)$ and explain why it is relevant to the study