Following the above format, do the same for the following Topic: The Impact of Social Meadia on Customer Service at St. Kitts Mariott Resort (i.e. The Background, Statement of Problem, Purpose of Research, Significant of Research and Research Question)
Introduction
Background
Without a question, digitalization is influencing the future of the retail industry and has
transformed consumers’ purchasing habits in recent years. The number of individuals purchasing
online has grown intensely over the years in this generation, having a stronger influence on the
commercial sector. The Wall Street Journal (2018) highlights that since 2001, online sales orders
have grown by a staggering 300%, while department store sales have tumbled by 50%, which
indicates that online shopping is indeed causing a very serious competitive problem to arise
amongst traditional brick and mortar stores.
Furthermore, as long as a customer is linked to the internet, they can buy or purchase
something online whenever they want. Sipla et al. (2020) highlighted that online shopping
provides a number of advantages that may entice consumers to keep making purchases online as
well as it can pose many serious disadvantages that would discourage customers from engaging
in online shopping. Some advantages listed were: convenience, better prices, wider variety while
some disadvantages were: no bargaining, scams, deprives of tangibility and high taxes and
shipping costs. Eymas & Bensebaa (2021) highlighted that some competitive strategies that
small independent retailers should adopt are: have a redefined competitive strategy plan,
improved customer service, innovation and loyalty programs etc.
There was, however, little literature available with information about competition in the
Caribbean area, despite the fact that multiple studies had been undertaken on the rise in
competition to brick and mortar stores as a result of online shopping. Therefore, it was essential
to acquire information relevant to this area in order to fill the gap in literature and to provide the
Caribbean and by extension, Trinidad and Tobago enterprises with the information and skills
they need to face the difficulties of competitiveness.
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Statement of Problem
Numerous small business enterprises within Trinidad and Tobago, namely, The Wizz
Computers Ltd has been drastically faced by competition due to the emergence and popularity of
online shopping. In Trinidad and Tobago, online sales accounted for approximately $500 million
in 2019 (International Trade Administration, 2022). This posed an issue to small business
enterprises in Trinidad and Tobago since they were not aware of the relevant strategies available
to immediately combat the effects of competition due to online shopping.
Purpose of Research
This research investigated the escalating competition of online shopping on a small
business enterprise in the Caribbean more specifically, The Wizz Computers Ltd which is
located in Trinidad and Tobago. It is very useful, as it provided small business enterprises within
the Caribbean with pertinent information regarding the advantages and disadvantages that
influences customers to engage in online shopping, the effects of competition on small business
enterprises as a result of online shopping and lastly the strategies that they can implement to
combat the effects of online shopping.
Significance of Research
Due to the evolution in technology and the estimation made by Statista (2021) which
states that by 2040, 95% of purchases inclusive of everyday necessities will be facilitated by
ecommerce, the information provided from this study would equip small business enterprises in
the Caribbean with the necessary information they need to identify what encourages customers to
purchase from traditional brick and mortar stores. Furthermore, they would benefit from the list
of strategies that would be made available to help alleviate the effects of competition and
competitive showrooming caused by online shopping on small enterprise businesses.
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Research Question/s
1. Based on its advantages and disadvantages, how has online shopping influenced
customers at the Wizz Computers Ltd in Trinidad and Tobago?
2. How has online shopping competition affected the business operations and financial
performance of the Wizz Computers Ltd in Trinidad and Tobago?
3. What strategies has the Wizz Computers Ltd implemented to alleviate competition
and competitive showrooming in Trinidad and Tobago?
Requirement:
Following the above format, do the same for the following Topic: The Impact of Social Meadia on Customer Service at St. Kitts Mariott Resort (i.e. The Background, Statement of Problem, Purpose of Research, Significant of Research and Research Question)
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