Research Project on e-loyalty

The Impact Of e-Service Quality and e W-O-M e-Loyalty

Submitted By:Arshdeep SinghSaurabh MeenaManisha RaniAbhishek KumarManish Sharma

Introduction• Over the last two decades with the rising of internet and

mobile phones the way of communication and doing business has also been change

• E commerce is Nobel concept of buying and selling of products and services exclusively through electronic channels, is gaining ground.

• The well known form of e commerce is online shopping or the B2C e commerce

• Nowadays everyone having access to internet is shopping online

Some facts about E-commerce in India With an expected 33 percent of the global market in 2015 and over 37

percent in 2018, the Asia Pacific region is becoming the leader of the e-commerce industry

India is emerging market of ecommerce Retail e-commerce sales in India have grown tremendously, from 2.3

billion U.S. dollars in 2012 to an estimated 17.5 billion U.S. dollars, representing an almost eight-fold growth.

According to recent data, the number of digital buyers in India alone is expected to reach 41 million by 2016, representing some 27 percent of the total number of internet users in the country which means that the customer base for ecommerce websites are going to increase more.

If this robust growth continues over the next few years, the size of the e-retail industry is poised to be 10 to 20 billion USD by 2017-2020.

Contd:• Now with such a huge potential in the Indian E commerce and growing online shoppers

the e retail companies are doing hard to attract and retain customers.• The companies like Flip kart and Amazon have the highest market share in the Indian e

commerce market with a large customer base.• Customer buys from these ecommerce websites• But the Problem here arises is

Customers are purchasing from various websites and are not getting fixed to a particular website for purchasing.

• So here the Questions arises Whether customers are Loyal to e-commerce website? Is there any loyalty in

ecommerce? And what are the various factors that create loyalty in customers shopping online?

• This leads to the construct of our Research i.e. E-loyalty• Our research is a comparative study to check the loyalty between two leading websites

in India FLIPKART and AMAZON.• From our preliminary survey for 300 students we have got that

INTAKES FROM LITERATUTRE REVIEW OF E LOYALTY

AUTHOR: Amir Afsar,Zeinab Nasiri, Mahboubeh Ostad Zadeh

E-loyalty Model in e-Commerce

To show a theoretical model for the identification of effective factors on e-loyalty and to improve e-commerce toward the advancement of customers and sellers purposes.

Purpose

Findingsthe effects of demographic characteristics of the customers on website and technology and offered products services level to customer were measured and the results showed it is positive effect on website and technology directly and on e-loyalty indirectly..

Variables Future Scope of Study

The research can be conducted in other countries and other industries such as book selling.As e commerce in cement industry is not developed in Iran so more general model can be made using other industry

Demographic characteristics,Website and technology,Offered products /services level E-trust E-security E-satisfaction

AUTHOR: Srini S. Srinivasana *, Rolph Andersona, Kishore Ponnavolub

Customer loyalty in e-commerce: an exploration of its antecedents and consequences

Investigates the antecedents and consequences of customer loyalty in an online business-to-consumer (B2C) context.Purpose

Findings

customization, contact interactivity, care, community, cultivation, choice, and character except convenience, impact e-loyalty. e-loyalty has an impact on two customer-related outcomes: word-of- mouth promotion and willingness to pay more.


Can take into account individual-level variables such as customer inertia, reposed trustdevelop richer models that capture and explain the differences across product and service categories

customization, contact interactivity, care, community,

convenience, cultivation, choicecharacter

AUTHOR: Norizan Kassim,Nor Asiah Abdullah

The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e-commerce settings

To empirically investigate the relationship between perceived service quality, satisfaction, trust, and loyalty in e-commerce settings in two cultures – Malaysian and Qatari – at the level of construct dimensions.

Purpose

FindingsPerceived service quality have effect on customer satisfaction which have a significant effect on trust. Both customer satisfaction and trust have significant effects on loyalty through WOM which is antecedent of repurchase intention.


Comparative studies with other developed countries to find out whether the effect of individual service quality dimensions in the competitive mix may be greater or lesser than in other markets.,.Role of cultural issues could be investigated to addfurther depth to the model.Downloaded by.

Service Quality (Ease of use , web design, assurance, responsiveness, personalization)

Satisfaction, Trust,WOM Intent

AUTHOR: Dianne Cyr,Gurprit S. Kindra,Satyabhusan Dash

Web site design, trust, satisfaction and e-loyalty: the Indian experience

The paper aims to focus on web site design, which is expected to influence whether customers revisit an online vendor.Purpose

FindingsThe results indicate significant preference for the local web site in almost all design categories. Further, the local site instilled greater trust, satisfaction and loyalty.


web site perceptions compared with trust, satisfaction and e-loyalty in developed as well as developing economies.web site characteristics could be experimentally manipulated and tested for different cultures.similar investigations with a wider range of websites representing different online vendors.

web site design, trust satisfaction

Author: Martin Fraering , Michael S. Minor

Beyond loyalty: customer satisfaction, loyalty and fortitude

To examine the relationships between satisfaction, the four loyalty phases, fortitude, and a sense of virtual communityPurpose

Findingssatisfaction, cognitive, affective, cognative, and action loyalty are positively related to fortitude

VariablesFuture Scope of

Study

Research should be conducted in other sectors of the financial services industry, such as securities brokerage firms, mutual funds, and insurance companies.

Satisfaction , loyalty, fortitude , sense of virtual

Basic conceptual model of loyalty

Author: Dina Ribbink, Sandra streukens

Comfort your online customer: quality, trust and loyalty on theinternet

The present study deals with the question of how trust, quality and satisfaction influence customer loyalty to an e-servicePurpose

Findings

Satisfaction, which contributes considerably to loyalty, can be increased substantially by providing an attractive user interface that is easy to use.

VariablesFuture Scope of

StudyThe sample was fairly small, and to obtain more reliable estimates it is recommended to replicate the study on a larger scale, and possibly extend it to other industries. Furthermore a more representative sample selection will increase the validity of the study.

ease of use, E trust, e-service responsiveness, customization

Author: Janjaap semeijnAllard C.R. van Riel,

E-service and offline fulfillment : How e-loyalty is created

The objective of this study was to determine the relative contribution of online quality and offline fulfillment in creating overall customer satisfaction, and hence loyalty.Purpose

Findings

e-quality dimensions were consistent with earlier studies on e-services explaining over 60 percent of the variance for online value and joy combined.

offline fulfillment is at least as important in determining overall satisfaction as online quality satisfaction as online quality.


value and joy for both online quality and offline fulfillment seems a useful approach for future studies.

accuracy,Assurance

navigation, escape, customization

AUTHOR-Markus Bluta, Nivriti Chowdhryb, Vikas Mittalc, Christian Brockda

E-Service Quality: A Meta-Analytic Review

To examine the dominance of the internet as a shopping and distribution channel, also necessitates an understanding of e-service quality.

Purpose

Findings

E-service quality has four underlying dimensions website design, fulfillment, customer service, and security/privacy

Variable Identified Future Scope of Study

Investigating additional moderators of the association between e-service quality dimensions and overall e-service quality .

Meta-analyses are retrospective. Meta-analysis should be viewed as one milestone in a longer journey.

customer satisfaction repurchase intentions word-of-mouth

AUTHOR- Suresh Kandulapati Raja Shekhar Bellamkonda

E-service quality: a study of online shoppers in India

Examine the mediating role of service value on the relationship between service quality and customer satisfaction in the context ofonline services.

Purpose

Findings

E-S-QUAL is valid formeasuring e-SQ in the context of Indian online shopping. The study proves that there is a significantimpact of perceived e-SQ on perceived service value

Variable Identified Future Scope of Study

To study on e-shops that offer a particular product category.

Adopt a random sampling technique because there was no complete list of online shoppers in India

E-commerce E-service quality E-S-QUAL, E-shopping Online shopping in India

AUTHOR: Carmen M Sabiote, Dolores M Frı as and J. Alberto Castanedam

E-service quality as antecedent to e-satisfaction

Analyze the influence of culture on the relationship between each of the dimensions of e-service quality and satisfaction with a web site involving purchase of a tourism service.

Purpose

Findings

The influence of the dimensions of service quality on the tourists’ satisfaction with their online purchases is moderated by cultural dimensions, namely uncertainty avoidance and individualism/collectivism

Variable Used Future Scope of Study

To analyze the moderating effect of Hofstede’s four dimensions within a general model of behavioral intentions among tourists from the two cultures.

Ease of useAvailabilityEfficacyPrivacySatisfaction with website

AUTHOR: James R Seligman and Fang Sun University of Southampton

Loyalty influencing factors of business E-Commerce on university students

To provide a review research on customer loyalty and e-loyalty conducted mainly by critical scholars Purpose

Findings

service quality, customer satisfaction and customer trust have positive impact on university students’ e-loyalty. customer satisfaction is influenced by service quality’s empathy, service quality’s reliability, service quality’s tangible.


Focus on a particular product or service of online store, which is in order to obtain the result of the factors impacting customer e-loyalty in a specific product category. The research sample and study diverse university students in different area.

Customer loyaltySwitching intentionCore QualityPerceived Value,Service qualityCustomer trust

AUTHOR: Yung Shen-Yen

Can perceived risks affect the relationship of switching costs and customer loyalty in e-commerce?

To verify the relationship between switching costs and customer loyalty in e-commercePurpose

Findings

switching costs positively influence customer loyalty.perceived risks will affect the relationship of switching costs and customer loyalty.


Perceived risks and switching costs can influence each other, depending on the customer’s acceptance. Thus, subsequent research can explore what contents of the customer’s acceptance is in different industry sectors.

Customer loyaltyPreference loyaltyDissatisfaction responsePerceived risksSwitching costs

AUTHOR: Ilias Santouridis Panagiotis Trivellas Georgios Tsimonis,

Using E-S-QUAL to measure internet service quality of e-commerce web sites in Greece

To Investigates the antecedents and consequences of customer loyalty in an online business-to-consumer (B2C) context.Purpose

Findings

The research data confirmed the four factor structure of E-S-QUAL in the context of e-commerceEfficiency. Fulfillment System, availability, Privacy.

Variables

Efficiency. Fulfillment System, Availability, Privacy.

Technical quality of web sites measured by other models, such as SITEQUAL and WebQual

Future Scope of Study

AUTHOR: Long-Chuan Lu and Hsiu-Hua Chang and Shih-Ting Yu

Online shoppers’ perceptions of e-retailers’ ethics, cultural orientation, and loyalty

To examine the impact of cultural orientation on consumer perceptions regarding the ethics of online retailers (CPEOR), and to understand the influence of CPEOR on e-loyalty intention.

Purpose

Findings

Consumers with horizontal individualism, and with horizontal and vertical collectivism tend to hold higher perceptions of e-retailers’ ethics. The higher consumers perceive positive CPEOR, the more they tend to purchase from the same online sellers.


cross-cultural comparison to improve understanding of cultural patterns, CPEOR, and e-loyalty intention. Add more items from various scales to improve its applicability to different societies.

Loyalty intentionSecurityPrivacyNon deceptionIndividualismCollectivism

OBJECTIVES

• To analyze loyalty towards E-commerce sites.• To determine effect of stimulus(vendor integrity, E-

service quality) on E-loyalty.• To determine the effect of organism(trust, perceived

value, satisfaction) on E-loyalty.• To determine relationship between E-WOM and E-

loyalty.• To compare E-loyalty between two E-commerce site

Flipkart and Amazon.

RESEARCH MODEL

VENDOR INTEGRITY

E Service Quality

Perceived Value

Satisfaction

Trust e-Word Of Mouth

E-loyalty

Efficiency system availability,FulfillmentContactResponsivenessPrivacycompensation

STIMULUS ORGANISM RESPONSE

Model explanation

• SOR model we used in this research. • (S-O-R) paradigm was proposed by Mehrabian and Russell in 1974.

The paradigm posits that stimuli from environments affect an individual’s cognitive and affective reactions, which in turn lead to some behavior (Mehrabian & Russell 1974)

• S-O-R paradigm has been applied to investigate the behavior of urge to buy impulsively.

• The task relevant and mood-relevant factors are representing the stimuli from the website and organism’s cognitive and affective statues relates with perceived usefulness and perceived enjoyment.

• The study investigates the e-loyalty to online auction websites by an S-O-R model. The findings confirmed the relationship between stimuli, reaction, and response.

E Servoqual Scale of Parsuraman RESPONSIVENESS-Quick response and ability to get help if there is

a problem or question FULFILLMENT- Extent to which site’s promise about order delivery

and item availability are fulfilled. EFFICENCY- Site is easy to use structured properly and requires a

minimum of information to be put by customer. System Availability: The correct technical functioning of the site. Privacy: The degree to which the site is safe and protects customer

information. Contact: The availability of assistance through telephone or online

representatives Compensation:The degree to which the site compensates customers

for problems.

E-service quality: Extent to which a website facilitates efficient and effective shopping, purchasing and delivery(Parsuraman ,2000)

Trust: Psychological state comparing the intention to accept vulnerability based on expectation of intention of behavior or other

Perceived value: Value for money that consumer receive from product

Satisfaction: Over all effective response to a perceived discrepancy between prior expectations and perceived performance after consumption by Oliver

Research Design

Research ApproachIn this research we have used Exploratory to explore the problem and to fid the model Descriptive to analyze the model in which we have done a

preliminary survey

SAMPLING TECHNIQUES• We had done preliminary survey and our sample size was 300.• As our purpose is to do survey on undergraduates we used following

techniques:-i. Convenience sampling( Collecting data in NITJ)ii. Random sampling(Collecting data from outside campus)iii. Snowballing

Pilot survey• An Online Questionnaire is prepared, to know “Shopping

habits on Online platform”.• Questionnaire has 14 questions to collect various information

of respondent.• Main purpose of questionnaire was, to classified respondent in

order to age, user of Flipkart and Amazon, and gender.• Also had to collect their shopping frequency ,e-mail id’s .

RESEARCH GAPSo Research on sites other than AMAZON and FLIPKART.o Other than focusing on purchasing other ecommerce site provides other services also , like banking , healthcare we can measure satisfaction based on that services.o Research on other student groups like PG students and PH.D. o Research in other physical location not just be bound to NITJ.o Age wise loyalty can ascertained {Above 22 or below 17} o Cross questions for accuracy of responses.o Mall intercept {ask people about why they prefer shopping from mall rather than using online shopping}

Future scopeoResearch on other e commerce sites. oOne the large sample size including PG students and below graduates.oResearch on the earning people.oResearch on other offline stores .oResearch on other variables like delivery channels{affect}.oResearch on affect of brand name on loyalty.

Business

Research Project on e-loyalty