Impact of seasonal promotion on customer satisfaction in e-commerce industry

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Naduvilveetil, Ajith
Issue Date
Master of Business Administration
Dublin Business School
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The aim of the research was to analyse the impact of e-commerce firms’ seasonal promotions on the satisfaction level of customers. Correlation design was used for identifying the relationship between the variables. Positivism philosophy, deductive approach and quantitative data analysis was used. 50 online customers were selected using purposive sampling. The results of the study are the seasonal promotions are important for improving brand awareness and to influence purchase decision of customers. E-commerce firms providing free samples of products and gift cards are not effective. Combo discount pricing, flash sales promotions, gift cards and return policy have a significant impact on customer purchase intention. Free shipping offers and regular discounts do not have a major level of impact on customer satisfaction level. On the other hand, free samples, cash back offers, conducting contests for customers and limited period discounts do not have an influence on customer’s purchase intention.