to determine the E-loyalty among online shopper and a comparative analysis between two giant Indian e-Commerce site Flipkart and Amazon

2. The Impact Of e-Service Quality
and e W-O-M e-Loyalty
Submitted By:
Arshdeep Singh
Saurabh Meena
Manisha Rani
Abhishek Kumar
Manish Sharma

3. 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

4. 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.

5. 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

6. INTAKES FROM LITERATUTRE
REVIEW OF E LOYALTY

7. 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
Findings
the 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

8. 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.
Variables
Future Scope of
Study
Can take into account individual-level
variables such as customer inertia, reposed trust
develop richer models that capture and
explain the differences across product and
service categories
customization,
contact
interactivity,
 care,
 community,
 convenience,
 cultivation,
 choice
character

9. 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
Findings
Perceived 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.
Variables
Future Scope of
Study
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 add
further depth to the model.
Downloaded by.
Service Quality
(Ease of use , web
design, assurance,
responsiveness,
personalization)
Satisfaction,
Trust,
WOM
Intent

11. 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
Findings
The results indicate significant preference for the local web site
in almost all design categories.
 Further, the local site instilled greater trust, satisfaction and
loyalty.
Variables
Future Scope of
Study
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 web
sites representing different online vendors.
web site design,
 trust
 satisfaction

12. 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
Findings
satisfaction, cognitive, affective, cognative, and action loyalty are
positively related to fortitude
Variables
Future 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

13. Basic conceptual model of loyalty

14. Author: Dina Ribbink, Sandra streukens
Comfort your online customer: quality, trust and loyalty on the
internet
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.
Variables
Future Scope of
Study
The 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

15. 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.
Variables Future Scope of
Study
value and joy for both online quality and offline
fulfillment seems a useful approach for future
studies.
accuracy,
Assurance
navigation,
escape,
customization

16. 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

18. 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 of
online services.
Purpose
Findings
E-S-QUAL is valid for
measuring e-SQ in the context of Indian online shopping. The
study proves that there is a significant
impact 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

19. 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 use
Availability
Efficacy
Privacy
Satisfaction with website

20. 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 scholarsPurpose
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.
Variable Used
Future Scope of
Study
 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 loyalty
Switching intention
Core Quality
Perceived Value,
Service quality
Customer trust

21. 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.
Variable Used
Future Scope of
Study
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 loyalty
Preference loyalty
Dissatisfaction response
Perceived risks
Switching costs

22. 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-commerce
Efficiency. 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

23. 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.
Variable Used
Future Scope of
Study
 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 intention
Security
Privacy
Non deception
Individualism
Collectivism

24. 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.

25. RESEARCH MODEL
VENDOR
INTEGRITY
E Service
Quality
Perceived
Value
Satisfaction
Trust e-Word Of
Mouth
E-loyalty
Efficiency
 system availability,
Fulfillment
Contact
Responsiveness
Privacy
compensation
STIMULUS ORGANISM RESPONSE

26. 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.

27.  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.

28.  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

29. Research Design

30. Research Approach
In 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

31. 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 .

32. RESEARCH GAPS
o 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}

33. Future scope
oResearch 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.