Research Proposal

Research topic: Reviewing importance of online presence for

the retail business organisations in the current context of global
business

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 Abstract
As the current retail market is rapidly changing through the influence of advanced digital
technologies and the changing consumer behaviour. Digital media and technological
advancements have created enormous levels of opportunities through the advancements in
ICT as well as digital retail business operations perspective. Branding and retailing
approaches are evolving through digital interventions along with the global presence of the
local brands in the global retail business ecosystem. This research will focus on the diverse
range of aspects of digitalization and online business operations in the retail sector through
incorporating a wide range of perspectives. However, this research will ensure a multi-
dimensional investigating approach to the current practices of online retailing that can
contribute in strategic development for retail management by identifying the scopes and
challenges in the contemporary business ecosystem.

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 Table of Contents

Chapter 1: Introduction..............................................................................................................

Chapter 2: Literature review......................................................................................................

Chapter 3: Methodology............................................................................................................

References..................................................................................................................................

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Chapter 1: Introduction
1.0 Introduction
Critical analysis of the online presence of the retail business organisations in the
contemporary business environment shows the majorly the two dimensions of operating
the business through digital transformation as well as creating effective online vending
approaches. Online shopping is gaining potential in the Malaysian market by attracting a
larger and larger number of consumers in the global retailing sector along with creating
effective customer experience (CX) by emphasising on data driven services (Chaffey, &
Ellis-Chadwick, 2019). On the other hand, the methodology of this research will
incorporate primary resources through the qualitative as well as quantitative data analysis
methods to emphasise on that object into subjective as well as objective perspective in the
current retail business context.
1.1 Background of the research
Developing the current practices of online branding and customer centred service
development individuals that will be digitalisation is the focus of this research work. This
factor ensures a higher degree of data incorporation focused on the operational business
practices in the Industry 4.0 scenario for creating effective customer convenient services
through efficient supply chain management and digital processing. Apart from that,
Dwivedi et al., (2021), argue that the contemporary global retail market is showing the
requirement of customer experience and conveniences through online shopping which
needs to be accessed through a vast range of primary data.
1.2 Problem Statement (3S) with Chart/Table
Identification of wider scopes and barriers is essential to develop effective strategies for
customer-centric service development and trust through branding strategies. On the other
hand, creating satisfactory customer relationship management is essential now in the retail
sector to expand the scope of business in a global context (Low et al., 2020). However,
assessment of these aspects has the potential to influence the organisational practices as
well as effective techniques to enhance growth and sustainability in the business sector.

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 Generative problem Enhance business scopes through online presence
statement incorporating digital shift

Create positive brand presence in online ecosystem

Targeted problem
statement Enhance customer-centric service performance through
digitalisation

Table 1: Problem statement of the research

(Source: Developed by the author)
1.3 Research Questions
 What are the impacts of online shopping experiences in business performance in
terms of customer-centric service development by the retailers?
 What are the current aspects of digitalisation to create new dimensions of branding
for creating shopping experience for the customers in the retail sector?
 What is the significance of online branding in the current rapidly changing retail
business context?
 What are strategic outcomes for expanding business scopes and sustainability by
assessing the current digitalisation and online presence in the retail sector?
1.4 Research objectives
 To evaluate the impacts of online shopping experiences in business performance in
terms of customer-centric service development by the retailers.
 To investigate the significance of online branding in the current rapidly changing
retail business context.
 To develop strategic outcomes for expanding business scopes and sustainability by
assessing the current digitalisation and online presence in the retail sector.
1.5 Research limitations
These results deal with comparatively emerging business operational contexts of
digitalization and online presence since digital technology is emerging and influencing the
retail sector predominantly since the last decade. This field requires a more vast range of
secondary data for enhancing the effectiveness of the business outcome. However,
incorporation of a varied range of secondary data through literature review needs to be

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focused on recent practices and enormous impacts of the pandemic which is critical due to
the time constraints of this research.

1.6 Proposed timeline

Tasks W1 W2 W3 W4 W5 W6

Project planning

Research background analysis

Primary Data collection

Data analysis

Research outcome

Research presentation

Table 2: Gantt chart for the research work

(Source: Developed by the author)

Chapter 2: Literature review

2.0 Introduction
Retail sector is evolving through a diverse range of influences of technology and social
developments, which are influencing the decision making and perceptions of the
consumers. However, recent studies related to changing consumer behaviour after the
pandemic Covid-19 pandemic and adoption Innovations is playing a vital role in this study
(Graesch, Hensel-Börner, & Henseler, 2021). Apart from that, implementation of different
ranges of theories related to current changes will also play a vital role in this research to
occur to support the conceptual development theories like Information Systems Theory and
Social Presence Theory in Marketing has the potential to investigate the influences on the
perceptions and decision making of the consumers.
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2.1 Theoretical implementation
Theories like Information Systems Theory (IST) shows the theoretical foundation of
information, computer technology ICT. According to Hanaysha, (2018), these theoretical
interventions emphasise on the information flows in different online mediums that
influences the perceptions on the product and business among the consumers. On the other
hand, theories like Social Presence Theory in Marketing show the importance of online
communication and social media to create curiosity and trust among the potential
customers. Evaluating the consumers as part of social aspects through information sharing
is playing a vital role in this data driven world of business management (Wagner et al.,
2020). Apart from that, the Internet Consumer Behaviour theory has the potential to assess
the socio-psychological approaches to consumer behaviour which are changing and
through the adoption of new technological advancements.
2.2 Online retailing in current business attributes
The predominance of the experience economy is also playing a vital role through the
influence of the influences of advanced technologies like Artificial Intelligence (AI), Data
Analytics, Cloud Computing, and Internet of Things (IoT) to create a higher degree of
consumer experience focusing on convenience and sustainability (Izogo, & Jayawardhena,
2018). Compared to that, rising awareness of environmental sustainability is also playing a
crucial role in the retail sector, which emphasises on efficient services through advanced
supply chain management to create value for the consumers. However, according to
Nguyen, de Leeuw, & Dullaert, (2018), current am consumer data analysis in Malaysia
emphasises on the expansion of the B2B and B2C marketing through electronic word-of-
mouth (eWOM) with advanced information flow within the domain of digital and social
marketing. On the other hand, online retailers are also evolving through market expansion
by benefiting from the service recovery investments and innovations to enhance and to
develop the customer centric services to create growth and sustainability (Vadana et al.,
2020). This factor essentially shows the requirement of the business model innovation and
focus on e-commerce model to to retain a large diverse range of consumers in a global
perspective.
2.3 Conclusion
Management of digital marketing is now evolving through incorporation of a vast range of
data for multi-dimensional purposes like efficiency from supply chain management to
customised product or service offering to the consumers. On the other hand, as this
research emphasises on the digitalisation and operational management to create customer
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experience and satisfaction, theories like Internet Consumer Behaviour related to adoption
of technology is playing a crucial role to analyse the current scenario of retail business
management.

Chapter 3: Methodology
Research methodology is one of the most crucial factors in business and studies which
signifies the importance of appropriate techniques and technical aspects in research.
However, as this research deals with the comparatively emerging aspects of business
management and the incorporation of primary and diversion is the focus of this research
methodology (Faems, 2020). The researcher will incorporate the quantitative and the
qualitative research methods methods in the primary into primary data analysis by
incorporating surveys and interviews of the employees in the retail sector. The research
design of this study will focus on an exploratory research team inductive research approach
to investigate the primary data. Apart from that, the researcher will emphasise on
epistemological approaches of knowledge and through incorporating interpretivism
research philosophy which has the potential to explore a wide range of perspectives of that
research participants (Azungah, (2018). However, purposive sampling will be done for
selecting and 5 managers for the interview and 50 employees for the survey from from the
retail sector of Malaysia. The ethical considerations in the research process related to data
collection and evaluation will ensure a higher degree of accountability and responsibility of
the researcher in this study.

References

Azungah, T. (2018). Qualitative research: deductive and inductive approaches to data

analysis. Qualitative research journal, 18(4), 383-400.

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk.

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Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., ... &
Wang, Y. (2021). Setting the future of digital and social media marketing research:
Perspectives and research propositions. International Journal of Information Management,
59, 102168.

Faems, D. (2020). Moving forward quantitative research on innovation management: a call

for an inductive turn on using and presenting quantitative research. R&D Management,
50(3), 352-363.

Graesch, J. P., Hensel-Börner, S., & Henseler, J. (2021). Information technology and
marketing: an important partnership for decades. Industrial Management & Data Systems,
121(1), 123-157.

Hanaysha, J. R. (2018). An examination of the factors affecting consumer’s purchase

decision in the Malaysian retail market. PSU Research Review, 2(1), 7-23.

Izogo, E. E., & Jayawardhena, C. (2018). Online shopping experience in an emerging e-

retailing market. Journal of Research in Interactive Marketing.

Low, S., Ullah, F., Shirowzhan, S., Sepasgozar, S. M., & Lin Lee, C. (2020). Smart digital
marketing capabilities for sustainable property development: A case of Malaysia.
Sustainability, 12(13), 5402.

Nguyen, D. H., de Leeuw, S., & Dullaert, W. E. (2018). Consumer behaviour and order
fulfilment in online retailing: A systematic review. International Journal of Management
Reviews, 20(2), 255-276.

Vadana, I. I., Torkkeli, L., Kuivalainen, O., & Saarenketo, S. (2020). Digitalization of
companies in international entrepreneurship and marketing. International Marketing
Review, 37(3), 471-492.

Wagner, G., Schramm-Klein, H., & Steinmann, S. (2020). Online retailing across e-
channels and e-channel touchpoints: Empirical studies of consumer behavior in the
multichannel e-commerce environment. Journal of Business Research, 107, 256-270.