E-commerce customer retention through quality service delivery

Project Report On
A STUDY ON SERVICE DELIVERY QUALITY & ITS
RELATIONSHIP WITH
CUSTOMER RETENTION AMONG E COMMERCE PLAYERS
Submitted in Partial Fulfilment of the Requirement for the
Award of the Degree of
Master of Business Administration
Of APJ Abdul Kalam Technological University, Thiruvananthapuram, Kerala
Submitted by
Jeffin Scaria
MGP17MBA48
Course No.64
Trimester 6, 2017-2019
Under the Guidance of
Dr. Thomas Varghese
Professor
Department of M.B.A., Saintgits College of Engineering
Kottukulam Hills, Pathamuttom, Kottayam-686 532
April, 2019

ii
DECLARATION
This to declare that the project title A Study on Service Delivery Quality & its Relationship
with Customer Retention among E Commerce Players is an authentic record of my original
work carried out under the guidance of Dr. Thomas Varghese, Professor, Saintgits Institute of
Management.
The project work has been carried out solely for the purpose of submission in partial
fulfilment of Master of Business Administration at Saintgits Institute of Management, Kerala
Technological University.
I further declare that I have not submitted this document to any other school, university or
Institution in whatever manner.
Place: Pathamuttom
JEFFIN SCARIA
Date: 29-04-2019

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ACKNOWLEDGEMENT
I express my sincere thanks to the great Almighty for being with me from the beginning
till the completion of my project.
I am extremely grateful to Dr. Roji George, Dean, Saintgits Institute of Management &
guide Dr. Thomas Varghese, Professor, for their valuable suggestions and encouragement
that was a constant source of inspiration and motivation for me during the course of this
project.
My profound gratitude to all members of faculties, for their valuable guidance, timely
suggestions, kind co-operation and help provided for the successful completion of this
project. During this study I got help from Flipkart Pala and my friends who work at
Flipkart which gave me an oversight and were able to inspire me in continuing the
project. A sincere appreciation is given to all my friends & the employees in Flipkart
Pala.
Unflinching support and constant encouragement from the members of my family and
friends helped me a long way to complete my work, must thank all from deep of heart.
JEFFIN SCARIA

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Executive Summary
This project is done to Study the Study on Service Delivery Quality & its Relationship
with Customer Retention among E Commerce Players. This study covers a geographical
scope of Kottayam district & respondents of different demographic segments. The
objective of the study is to understand and measure the customer rating of service
delivery parameters important in E commerce market & to analyse the relationship of
satisfaction with service delivery on customer’s loyalty and retention.
This study is cross sectional in nature and uses samples taken from customers of different
demographic profiles. Data is collected over a time span of over a month through
personal contact & responses from individuals with online buying habits. Survey using
structured questionnaire is used for data collection covering personal information, and
rating of experience towards key factors. Judgment Sampling is used for selecting the
respondents. A sample size of 123 is taken considering constraints of time and resources.
Data is analysed using percentage calculation, recording through charts and tables as well
as statistical analysis using SPSS. The statistical tests used for testing the hypotheses
include Anova and Correlation.
From this study, the researcher was able to identify key factors considered important for
customers in making an online purchase. A substantial part of the respondents are unsure
whether personal information provided are kept confidential by the Ecommerce
Company. This appears to be a concern area in E Marketing. Majority of the respondents
rate the dealings of delivery staff as satisfactory.
Since the youngsters are more prone to online purchase consumers prefer to buy the
products & respondents agree that the website information for placing orders are adequate
and easy to follow.
The project enabled to understand customer opinions and expectations in an emerging
business model and helped to apply research concepts in the marketing environment.

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List of Contents
Chapter 1 Introduction
.
Page No
1.1 Introduction to study 1
1.2 Statement of the Problem 2
1.3 Objective of the Study 2
1.4 Scope of the Study 2
1.5 Limitations of the Study 2
1.6 Chapterization Scheme 3
Chapter 2 Profiles
2.1 Industry profile. 4 - 7
Chapter 3 Literature Review 8 - 9
Chapter 4 Research Methodology
4.1 Introduction 10
4.2 Objective of the Study 11
4.3 Hypotheses of the Study 11
4.4 Research Design 11
4.5 Description of data used in the study 12
4.6 Method of Data collection 13
47 Tools and Techniques of analysis 13
4.8 Duration of the Study 15
Chapter 5 Data Analysis and Interpretation
5.1 Introduction 16
5.2 Diagrammatic Representation of Data 16 - 47
5.3 Statistical Analysis of Data 48 - 51
Chapter 6 Findings, Recommendations and Conclusion 52 - 56
Reference 57 - 58
Annexure

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List of Tables
Table no. Table Page
no.
Table 5.1.1 Age of respondents 16
Table 5.1.2 Gender of respondents 17
Table 5.1.3 Monthly income of respondents 18
Table 5.1.4 Educational Background of respondents 18
Table 5.1.5 Frequency of online shopping 20
Table 5.1.6 Preference of online site 21
Table 5.1.7 Method of payment online 22
Table 5.1.8 Frequency of digital payment failures 23
Table 5.1.9 online service that more satisfied in terms of delivery services 24
Table 5.1.10 Choosing of online shopping site 25
Table 5.1.11 Suggests to your family and friends 26
Table 5.1.12 Occasion for the purchase 27
Table 5.1.13 Problem faced while doing online shopping 28
Table 5.1.14 Factors considered important in service delivery in E market 29
Table 5.1.15 The website information for placing orders are adequate and
easy to follow
30
Table 5.1.16 The order taking process of the company is convenient 31
Table 5.1.17 Payment options are clear, reliable and convenient to me 32
Table 5.1.18 Order confirmation is done by the company in placing the order 33

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Table 5.1.19 Dispatch of materials are informed in time 34
Table 5.1.20 Materials are delivered in time 35
Table 5.1.21 Consignments are received in good conditions 36
Table 5.1.22 Items received are as per the order placed 37
Table 5.1.23 Received items have the specified quality 38
Table 5.1.24 Packaging should ensure safe transportation 39
Table 5.1.25 Customer assistance after purchase from E commerce sites are
good
40
Table 5.1.26 I have confidence that the personal information I provide are
kept confidential by the Ecommerce company
41
Table 5.1.27 Dealings of delivery staff are satisfactory 42
Table 5.1.28 In case of defective materials or issues of delivery customer
complaints are handled fairly
43
Table 5.1.29 Return or replacement policies & procedures are in place and
are convenient
44
Table 5.1.30 Overall I am satisfied with online delivery experience 45
Table 5.1.31 I will recommend the online service provider to my friends and
relatives
46
Table 5.1.32 Return or replacement policies & procedures are in place and
are convenient
47

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List of Figures
Figure no. Figure Page
no.
Fig 5.1.1 Age of respondents 16
Fig 5.1.2 Gender of respondents 17
Fig 5.1.3 Monthly income of respondents 18
Fig 5.1.4 Educational Background of respondents 18
Fig 5.1.5 Frequency of online shopping 20
Fig 5.1.6 Preference of online site 21
Fig 5.1.7 Method of payment online 22
Fig 5.1.8 Frequency of digital payment failures 23
Fig 5.1.9 online service that more satisfied in terms of delivery services 24
Fig 5.1.10 Choosing of online shopping site 25
Fig 5.1.11 Suggests to your family and friends 26
Fig 5.1.12 Occasion for the purchase 27
Fig 5.1.13 Problem faced while doing online shopping 28
Fig 5.1.14 Factors considered important in service delivery in E market 29
Fig 5.1.15 The website information for placing orders are adequate and
easy to follow
30
Fig 5.1.16 The order taking process of the company is convenient 31
Fig 5.1.17 Payment options are clear, reliable and convenient to me 32
Fig 5.1.18 Order confirmation is done by company in placing the order 33

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Fig 5.1.19 Dispatch of materials are informed in time 34
Fig 5.1.20 Materials are delivered in time 35
Fig 5.1.21 Consignments are received in good conditions 36
Fig 5.1.22 Items received are as per the order placed 37
Fig 5.1.23 Received items have the specified quality 38
Fig 5.1.24 Packaging should ensure safe transportation 39
Fig 5.1.25 Customer assistance after purchase from E commerce sites are
good
40
Fig 5.1.26 I have confidence that the personal information I provide are
kept confidential by the Ecommerce company
41
Fig 5.1.27 Dealings of delivery staff are satisfactory 42
Fig 5.1.28 In case of defective materials or issues of delivery customer
complaints are handled fairly
43
Fig 5.1.29 Return or replacement policies & procedures are in place and
are convenient
44
Fig 5.1.30 Overall I am satisfied with online delivery experience 45
Fig 5.1.31 I will recommend the online service provider to my friends and
relatives
46
Fig 5.1.32 Return or replacement policies & procedures are in place and
are convenient
47

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List of Abbreviations
S No. Abbreviated Name Full Name
1 Pvt Private
2 Ltd. Limited
3 EDI Electronic Data Interchange
4 UPI Unified Payments Interface
5 USD United States Dollar
6 ANOVA Analysis of Variance
7 IR Information Received
8 FE Field Executive
9 DC Delivery Centre
10
11
12
COD
SDF
SDP
Cash on Delivery
Service Delivery Framework
Service Delivery Platform

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1.0. Introduction
This chapter is intended to give an overall view of the topic selected, the significance of
the study, the hypothesis formed & the methodology use in brief. The limitations of the
study are also included.
1.1. Introduction to study
Service delivery is a component of business that defines the interaction between providers
and clients where the provider offers a service, whether that be information or a task, and
the client either finds value or loses value as a result. Good service delivery provides
clients with an increase in value.
A service delivery framework (SDF) is a set of principles, standards, policies and
constraints to be used to guide the designs, development, deployment, operation and
retirement of services delivered by a service provider with a view to offering a consistent
service experience to a specific user community in a specific business context. An SDF is
the context in which a service provider's capabilities are arranged into services.
The term service delivery framework (SDF) has been used interchangeably with the term
service delivery platform (SDP), which is a set of technology components that provide
capabilities. An SDF governs and guides the use of SDP capabilities.
Service delivery frameworks fall into two categories.
1. A general reference model for the delivery of services. Such a service delivery
framework is developed to be broadly applicable to a particular industry. The TM
Forum Service Delivery Framework, as an example, is developed for the
telecommunications industry.
2. A more refined reference model for service delivery. This kind of SDF, being more
specific, applies to a particular market or service provider. The Immunisation
Service Delivery Framework of the District Health Boards of New Zealand offers
an example.
Some vendors of service delivery platforms use the term "service delivery
framework" to describe their product offerings.
(Source: https://www.investopedia.com/terms/d/ Service-delivery.asp)

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1.2 Statement of Problem
The Industry is facing challenges as to the large number of competitors. The important
factors which will retain the customers need to be analysed. In response to this problem,
this study proposes to understand the customer rating of service delivery parameters
important in E commerce market & to analyse the relationship of satisfaction with service
delivery on customer’s loyalty and retention.
1.3 Objectives of the study
 To understand the service delivery parameters important in E commerce market
 To measure customer rating of service delivery parameters by E commerce companies
 To analyse the relationship of satisfaction with service delivery on customers loyalty
and retention
1.4 Scope of the Study
This study covers a geographical scope of Kottayam districts & respondents of different
demographic segments. Data is collected over a time span of over a month through
personal contact & responses from 123 individuals with online buying habits
In this research only some of the leading E commerce giants have been taken into
consideration because the competition lies in between these leading companies and hence
it will be easy for me to study their opinion towards E commerce players.
1.5 Limitations of the Study
This study being an academic study with limited time was conducted in and around the
city of Kottayam and therefore is limited to the views of respondents from a small
geographical area. Though effort was made to cover proportionate respondents from
different age groups, the number of respondents from the age group of below 25 is on the
higher side.

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1.6 Chapterization of the project report
The study report is organised into six chapters
Chapter I Introduction
This chapter is intended to give an overall view of the topic selected, the significance of
the study, the hypothesis formed & the methodology use in brief. The limitations of the
study are also included.
Chapter II Industry/Company profile
This chapter deals with in-depth documents that give insight into an industry, where it
came from, and where it appears to be going. It also deals with what experts say about the
future of an industry, including trends and opportunities.
Chapter III Review of Literature
This chapter deals with Literature Review that can eliminate hours of wasted effort and
help build a solid foundation on which to construct this research. It will show that what is
already known what needs to be known, and how to develop the research methodology.
Chapter IV Research Methodology
This chapter deals with the specific procedures or techniques used to identify, select,
process, and analyse information about the topic. In this project, the methodology section
allows to critically evaluate a study’s overall validity and reliability
Chapter V Analysis and Interpretation
This chapter deals with implementation of processes through which data is reviewed for
the purpose of arriving at an informed conclusion. The interpretation of data assigns a
meaning to the information analysed and determines its signification and implications.
Chapter VI Findings, Recommendations & Conclusion
This chapter deals with interpretations given by the researcher of the significance of the
findings of a research project, along with recommendations for action. These
recommendations will be based on the research and on any other relevant information
available to the researcher, including their own past experience in a market or in business.

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2.0 A brief introduction
This chapter deals with in-depth documents that give insight into an industry, where it
came from, and where it appears to be going. It also deals with what experts say about the
future of an industry, including trends and opportunities. Also included in an industry
profile is information on the current technology that's in use in an industry, along with
recent advances and past technology that is out of date. Lastly an industry profile will
crunch the numbers, examining data to provide an outlook on the industry's future.
2.1.1 Brief description of the industry
Electronic commerce or e-commerce is a type of business model, or segment of a larger
business model, that enables a firm or individual to conduct business over an electronic
network, typically the internet. Electronic commerce operates in all four of the major
market segments: business to business, business to consumer, consumer to consumer, and
consumer to business. It can be thought of as a more advanced form of mail-order
purchasing through a catalogue. Almost any product or service can be offered via
ecommerce, from books and music to financial services and plane tickets.
E-commerce is the activity of buying or selling of products on online services or over the
Internet. Electronic commerce draws on technologies such as mobile commerce,
electronic funds transfer, supply chain management, Internet marketing, online
transaction processing, electronic data interchange (EDI), inventory management
systems, and automated data collection systems. Modern electronic commerce typically
uses the World Wide Web for at least one part of the transaction's life cycle although it
may also use other technologies such as e-mail. Typical e-commerce transactions include
the purchase of online books (such as Amazon) and music purchases (music download in
the form of digital distribution such as iTunes Store), and to a less extent,
customized/personalized online liquor store inventory services. There are three areas of e-
commerce: online retailing, electric markets, and online auctions. E-commerce is
supported by electronic business.
The history of ecommerce begins with the first ever online sale: on the August 11, 1994 a
man sold a CD by the band Sting to his friend through his website Net Market, an

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American retail platform. This is the first example of a consumer purchasing a product
from a business through the World Wide Web—or “ecommerce” as we commonly know
it today.
Since then, ecommerce has evolved to make products easier to discover and purchase
through online retailers and marketplaces. Independent freelancers, small businesses, and
large corporations have all benefited from ecommerce, which enables them to sell their
goods and services at a scale that was not possible with traditional offline retail. Global
retail ecommerce sales are projected to reach $27 trillion by 2020.
E-commerce has allowed firms to establish a market presence, or to enhance an existing
market position, by providing a cheaper and more efficient distribution chain for their
products or services. One example of a firm that has successfully used e-commerce is
Target. This mass retailer not only has physical stores, but also has an online store where
the customer can buy everything from clothes to coffee makers to action figures.
E-commerce businesses may also employ some or all of the followings:
 Online shopping for retail sales direct to consumers via Web sites and mobile apps,
and conversational commerce via live chat, chat bots, and voice assistants
 Providing or participating in online marketplaces, which process third-party business-
to-consumer or consumer-to-consumer sales
 Business-to-business buying and selling;
 Gathering and using demographic data through web contacts and social media
 Business-to-business (B2B) electronic data interchange
 Marketing to prospective and established customers by e-mail or fax (for example,
with newsletters)
 Engaging in pre-retail for launching new products and services
 Online financial exchanges for currency exchanges or trading purposes

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Types of Ecommerce Models
There are four main types of ecommerce models that can describe almost every
transaction that takes place between consumers and businesses.
1. Business to Consumer (B2C):
When a business sells a good or service to an individual consumer (e.g. You buy a pair of
shoes from an online retailer).
2. Business to Business (B2B):
When a business sells a good or service to another business (e.g. A business sells
software-as-a-service for other businesses to use)
3. Consumer to Consumer (C2C):
When a consumer sells a good or service to another consumer (e.g. You sell your old
furniture on eBay to another consumer).
4. Consumer to Business (C2B):
When a consumer sells their own products or services to a business or organization (e.g.
An influencer offers exposure to their online audience in exchange for a fee, or a
photographer licenses their photo for a business to use).
Examples of Ecommerce
Ecommerce can take on a variety of forms involving different transactional relationships
between businesses and consumers, as well as different objects being exchanged as part
of these transactions.
1. Retail:
The sale of a product by a business directly to a customer without any intermediary.
2. Wholesale:
The sale of products in bulk, often to a retailer that then sells them directly to consumers.

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3. Drop-shipping:
The sale of a product, which is manufactured and shipped to the consumer by a third
party.
4. Crowd funding:
The collection of money from consumers in advance of a product being available in order
to raise the startup capital necessary to bring it to market.
5. Subscription:
The automatic recurring purchase of a product or service on a regular basis until the
subscriber chooses to cancel.
6. Physical products:
Any tangible good that requires inventory to be replenished and orders to be physically
shipped to customers as sales are made.
7. Digital products:
Downloadable digital goods, templates, and courses, or media that must be purchased for
consumption or licensed for use.
8. Services:
A skill or set of skills provided in exchange for compensation. The service provider’s
time can be purchased for a fee.
(Source: https://en.wikipedia.org/wiki/E-commerce, www.shopify.com/encyclopedia/what-is-ecommerce)

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A brief introduction
This chapter deals with Literature Review that can eliminate hours of wasted effort and
help build a solid foundation on which to construct this research. It will show that what is
already known what needs to be known, and how to develop the research methodology.
3.0 Literature Review
Sharma and Mittal in their study “prospects of e-commerce in India”, mentions that
India is showing tremendous growth in the e-commerce. Undoubtedly, with the middle
class of 288 million people, online shopping shows unlimited potential in India. The real
estate costs are touching the sky. Today e-commerce has become an integral part of our
daily life. There are websites providing any number of goods and services. The e-
commerce portals provide goods and services in a variety of categories. To name a few:
apparel and accessories for men and women, health and beauty products, books and
magazines, computers and peripherals, vehicles, software, consumer electronics,
household appliances, jewellery, audio, video, entertainment, goods, gift articles, real
estate and services. Ashish gupta, senior managing director of helion venture partners and
one of the first backers of Flipkart as an angel investor: “Flipkart has been absorbing
companies that have some potential (letsbuy, myntra). In that process, some of the bets
will go wrong, for sure. But that is par for the course. The company (Flipkart) is
consciously taking bets that allow it to either grow or eliminate competition that reduces
marketing spend and improves economics.” (Sharma and Mittal, 2009)
Miyazaki and Fernandez substantiated that the prior experience was found to affect the
intention and behavior significantly and in a variety of ways. The results of this study
imply that the technology acceptance model should be applied to electronic commerce
research with caution. In order to develop a successful and profitable web shop,
understanding customers' needs is essential. It has to be ensured that products are as
cheap in a web shop as purchased from traditional channels. According to sharma and
mittal (2009) in their study “prospects of ecommerce in India”, mentions that India is
showing tremendous growth in the e-commerce.
Undoubtedly, with the middle class of 288 million people, online shopping shows
unlimited potential in India. The real estate costs are touching the sky. Today e-commerce

9
has become an integral part of our daily life. There are websites providing any number of
goods and services.
The e-commerce portals provide goods and services in a variety of categories. To name a
few: apparel and accessories for men and women, health and beauty products, books and
magazines, computers and peripherals, vehicles, software, consumer electronics,
household appliances, jewelry, audio, video, entertainment, goods, gift articles, real estate
and services. Samadi and ali (2010) compared the perceived risk level between internet
and store shopping, and revisit the relationships among past positive experience,
perceived risk level, and future purchase intention within the internet shopping
environment. (Miyazaki and Fernandez 2001)
Abhijit Mitra in his article “e-commerce in India-a review”, international journal of
marketing, financial services & management research. Concluded that the e-commerce
has broken the geographical limitations and it is a revolution-commerce will improve
tremendously in next five years in India (Abhijit Mitra 2013)
D.K.Gangeshwar concluded that the ecommerce has a very bright future in India
although security, privacy and dependency on technology are some of the drawbacks of e-
commerce but still there is a bright future to ecommerce. (D.K.Gangeshwar. 2013)
Martin Dodge finding the source of Amazon.com: examining the hype of the earth’s
biggest book store”, centre for advanced spatial analysis. Concluded that Amazon.com
has been one of the most promising e-commerce companies and has grown rapidly by
providing quality service. (Martin Dodge. (1999)
Vijay Govindarajan is one of the world’s leading experts on strategy and innovation.
Govindarajan, coxe distinguished professor at dartmouth college’s tuck school of
business and marvin bower fellow at harvard business school, is also a best-selling
author. The biggest opportunity in India is e-commerce. Why? Three important factors
will drive this: 1) mobile phone penetration; 2) a young demographic that is used to
ordering things using the mobile platform; 3) growth of consumerism with more Indians
with higher disposable income. We will see many new innovative business models in the
e-commerce space in the next five years. No doubt we will see new innovative high-
growth companies—Indian equivalents of Alibaba. (Vijay Govindarajan 2016)

CHAPTER 4
RESEARCH METHODOLOGY

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4.0 A Brief Introduction
This chapter deals with the specific procedures or techniques used to identify, select,
process, and analyze information about the topic. In this project, the methodology section
allows to critically evaluate a study’s overall validity and reliability. The methodology
section answers two main questions: How was the data collected or generated? How was
it analyzed?
Research methodology is a systematic approach to solve the research problem. It can be
conducted as a science as a new research is done scientifically. The research methodology
is very essential to collect information. Research in common parlance refers to a search
for knowledge. Once can also define research as a scientific search for pertinent
information on a specific topic. In fact, research is an art of scientific investigation. The
Advanced Learner‘s Dictionary of Current English lays down the meaning of research as
a careful investigation or inquiry especially through search for new fact in any branch of
knowledge.
Research is defined as movement from the unknown. It is an effort to discover something.
According to Clifford Woody Research comprise defining and redefining problems
formulating hypothesis or suggested solutions, collecting/ organizing and evaluating data
making deduction & research conclusion and at last carefully testing the conclusion to
determine whether they fit the formulation hypothesis.
Methodology denotes a specific method of collection and analysis of data. It is a way to
systematically solve the research problem. It is necessary for the researcher to know not
only the research method/ techniques but also the methodology.
In this study research methodology is survey method. This survey was conducted among
the respondents of different demographic groups in cities of Kottayam,Changanacherry
and neighbouring areas.
/

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4.1. Objectives of the Study
•To understand the service delivery parameters important in E commerce market
•To measure customer rating of service delivery parameters by E commerce companies
•To analyse the relationship of satisfaction with service delivery on customers loyalty and
retention
4.2. Hypothesis
H01: There is no significant difference between customers of different educational
background in their opinion that website information for placing orders are
adequate and easy to follow.
H02: There is no significant difference between customers of different age groups in their
opinion that customer assistance after purchase from E commerce sites are good.
H03: There is no significant relationship between customers overall satisfaction of service
delivery and their intention to use the same service provider.
H04: There is no significant relationship between dealings of delivery staff and the
customer’s usage of same site for future online purchases
4.3 Research Design
A research design is the arrangement of conditions for collection and analysis data in a
manner that aims to combine relevance to the researcher purpose with economy in
procedure.
Degree of research question: The study is done to increase the to understand and
measure the customer rating of service delivery parameters important in E commerce
market & to analyse the relationship of satisfaction with service delivery on customer’s
loyalty and retention

12
In this study effort is made to understand and measure the customer rating of service
delivery parameters important in E commerce market & to analyse the relationship of
satisfaction with service delivery on customer’s loyalty and retention, The data collection
method was questionnaire method and the responses were collected among the people of
Kottayam District. The data was analyzed using Microsoft Excel & SPSS. In SPSS tests
of ANOVA, & Correlation are done.
4.4 Description of Data Used In the Study
Questionnaire is the research instrument used here. Questionnaire, the most common
instrument in collecting primary data is consisting of set of questions presented to
customers for their answers. The questionnaire was based on the following steps:
To get required information the questions have been prepared to cover the objectives. To
have detailed and precise information, many closed ended questions and rating questions
have been used. The questions were meant to understand the details regarding:
 Age of respondents
 Gender of respondents
 Monthly income of respondents
 Educational Background of respondents
 Frequency of online shopping
 Preference of online site
 Method of payment online
 Frequency of digital payment failures
 online service that more satisfied in terms of delivery services
 Choosing of online shopping site
 Suggests to your family and friends
 Occasion for the purchase
 Problem faced while doing online shopping
 Factors considered important in service delivery in E market
 The website information for placing orders are adequate and easy to follow
 The order taking process of the company is convenient
 Payment options are clear, reliable and convenient to me

13
 Order confirmation is done by the company in placing the order
 Dispatch of materials are informed in time
 Materials are delivered in time
 Consignments are received in good conditions
 Items received are as per the order placed
 Received items have the specified quality
 Packaging should ensure safe transportation
 Customer assistance after purchase from E commerce sites are good
 I have confidence that the personal information I provide are kept confidential by the
Ecommerce company
 Dealings of delivery staff are satisfactory
 In case of defective materials or issues of delivery customer complaints are handled
fairly
 Return or replacement policies & procedures are in place and are convenient
 Overall I am satisfied with online delivery experience
 I will recommend the online service provider to my friends and relatives
 Return or replacement policies & procedures are in place and are convenient
 Competitive price of the product on the website
 Understanding the billing and shipping procedures
4.5 Method of Data Collection
Primary Data
Primary data are those, which are collected for the first time, and they are original in
character. A suitable combination of Questionnaire techniques, & discussion with the
respondents was used to collect the required primary data. Primary data gives higher
accuracy and facts, which is very helpful for any research and its findings. The researcher
has collected primary data from questionnaire (i.e.) personal interview.

14
Secondary Data
The secondary data are those, which are already collected by someone for some purpose
and are available for the present study. Secondary data was collected from the magazines,
websites, and other such sources.
4.6 Tools and Techniques of Analysis
Proper questionnaire was designed matching with the objective of the study to elicit the
accurate information. Statistical analysis using percentages, and tests using SPSS are
done. Tables and charts were used for data presentation and easy understanding.
Sampling:
A population is a group of individuals, object or items from which samples are taken for
measurement. All items in any field of enquiry constitute the universe. Here population
refers to the number of customers who are purchasing from online service providers.
Sample Size
Sample size selected for the study is 123
Data Analysis Tools
The tools used for data analysis and interpretation in the form of tables, graphs,
percentage and mean by using mainly Microsoft Excel and SPSS is used for data analysis.
Correlation & ANOVA.
 ANOVA
Analysis of variance (ANOVA) is a collection of statistical models and their associated
estimation procedures (such as the "variation" among and between groups) used to
analyze the differences among group means in a sample.

15
 Correlation
In statistics, dependence or association is any statistical relationship, whether causal or
not, between two random variables or bivariate data. Correlation is any statistical
association, though it commonly refers to the degree to which a pair of variables are
linearly related.
Percentage Method
The percentage analysis is the analysis of ratio of the current value to the base value,
either the result multiplied by 100. The percentage Method distinguishes between cross-
controlling area data, which you maintain in an overhead structure, and controlling- area
related data, such as base cost elements, overhead rates and credit objects. The main
objective of the percentage analysis is comparison of data.
Percentage of respondents = Number of respondents in the category × 100
Total respondents
4.7 Duration of the study
The study is done on service delivery quality & its relationship on customer retention
among e commerce players. The study was about 2 months and completed on April 2019.

17
CHAPTER 5
DATA ANALYSIS AND
INTERPRETATION

16
A brief introduction
This chapter deals with tabular representation of the data analysed and the tests conducted
for the study and the interpretation for the analysis.
5.1. Diagrammatic representation of data (Descriptive Statistics)
Table 5.1.1
Age of respondents
Age groups Frequency Percent Valid Percent Cumulative Percent
< 25 76 61.8 61.8 61.8
25- 35 28 22.8 22.8 84.6
36-45 6 4.9 4.9 89.4
> 45 13 10.6 10.6 100.0
Total 123 100.0 100.0
Fig 5.1.1
Interpretation:
From the above data it can be inferred that most of the respondents are from an age group
of less than 25. Since the youngsters are more prone to online purchase i.e. 61% of
consumers prefer to buy the products from online.

17
Table 5.1.2
Gender of respondents
Gender Frequency Percent Valid Percent Cumulative Percent
Male 42 34.1 34.1 34.1
Female 81 65.9 65.9 100.0
Total 123 100.0 100.0
Fig 5.1.2
Interpretation:
From the above data it can be inferred that most of the respondents are Youngsters. Since the
Youngsters are more prone to online purchase i.e. 34% of are male & 66% are female.

18
Table 5.1.3
Monthly income of respondents
Monthly income Frequency Percent Valid Percent Cumulative Percent
Less than 25000 3 2.4 2.4 2.4
25000- 50,000 68 55.3 55.3 57.7
50,000- 1000000 34 27.6 27.6 85.4
Above 1 lakh 18 14.6 14.6 100.0
Total 123 100.0 100.0
Fig 5.1.2
Interpretation:
From the above data it can be inferred that monthly income of respondents ranges from
25000-50000 and 55% of respondents ranges from 25000- 50,000.

19
Table 5.1.4
Educational Background of respondents
education
Educational Background Frequency Percent Valid Percent Cumulative
Percent
Up to +2 5 4.1 4.1 4.1
Degree holder 72 58.5 58.5 62.6
Post-graduation & above 25 20.3 20.3 82.9
Professional qualification 21 17.1 17.1 100.0
Total 123 100.0 100.0
Fig 5.1.4
Interpretation:
From the above data it can be inferred that respondents of degree holders are more prone
to online shopping i.e. 59%.

20
Table 5.1.5
Frequency of online shopping
Frequency Percent Valid Percent Cumulative Percent
Rarely 4 3.3 3.3 3.3
Occasionally 31 25.2 25.2 28.5
Frequently 67 54.5 54.5 82.9
Very Frequently 21 17.1 17.1 100.0
Total 123 100.0 100.0
Fig 5.1.5
Interpretation:
From the above data it can be inferred that 55% of the respondents are frequently
shopping online.

21
Table 5.1.6
Preference of online site
online sites Frequency Percent Valid Percent Cumulative Percent
Flipkart 73 59.3 59.3 59.3
Amazon 48 39.0 39.0 98.4
Snapdeal 1 .8 .8 99.2
Others 1 .8 .8 100.0
Total 123 100.0 100.0
Fig 5.1.6
Interpretation:
From the above data it can be inferred that the respondents prefer Flipkart i.e. 59% and
amazon i.e. 39% as their online shopping site.

22
Table 5.1.7
Method of payment online
payment methods Frequency Percent Valid Percent Cumulative Percent
Debit card 35 28.5 28.5 28.5
Cash on delivery 68 55.3 55.3 83.7
Credit card 16 13.0 13.0 96.7
Third party 4 3.3 3.3 100.0
Total 123 100.0 100.0
Fig 5.1.7
Interpretation:
From the above data it can be inferred that 55% of the respondents prefer the method of
cash on delivery (COD)

23
Table 5.1.8
Frequency of digital payment failures
Valid
Very Often 2 1.6 1.6 1.6
Sometimes 23 18.7 18.7 20.3
Rarely 68 55.3 55.3 75.6
Never 30 24.4 24.4 100.0
Total 123 100.0 100.0
Fig 5.1.8
Interpretation:
From the above data it can be inferred that 55% of the respondents rarely face digital
payment failures while 24% of the respondents never face digital payment failures & 19%
of the respondents sometimes face digital payment failures.

24
Table 5.1.9
Online service that is satisfied in terms of delivery services
Flipkart 88 71.5 71.5 71.5
Amazon 22 17.9 17.9 89.4
Snapdeal 6 4.9 4.9 94.3
Paytm 7 5.7 5.7 100.0
Total 123 100.0 100.0
Fig 5.1.9
Interpretation:
From the above data it can be inferred that Flipkart is the online service that is satisfied in
terms of delivery services.

25
Table 5.1.10
Choosing of online shopping site
Referred by friends 67 54.5 54.5 54.5
Advertisements 22 17.9 17.9 72.4
Online reviews 30 24.4 24.4 96.7
Other media 4 3.3 3.3 100.0
Total 123 100.0 100.0
Fig 5.1.10
Interpretation:
From the above data it can be inferred that online shopping site referred by friends is the
factor that influence the preference of choosing online shopping site.

26
Table 5.1.11
Suggests to your family and friends
Flipkart 71 57.7 57.7 57.7
Amazon 45 36.6 36.6 94.3
Snapdeal 5 4.1 4.1 98.4
Paytm 2 1.6 1.6 100.0
Total 123 100.0 100.0
Fig 5.1.11
Interpretation:
From the above data it can be inferred that 58% of the respondents suggests Flipkart can
be suggests to your family and friends and 37% of the respondents suggests Amazon can
be suggests to your family and friends.

27
Table 5.1.12
Occasion for the purchase
festivals 20 16.3 16.3 16.3
gifts 23 18.7 18.7 35.0
offers 77 62.6 62.6 97.6
weddings 3 2.4 2.4 100.0
Total 123 100.0 100.0
Fig 5.1.12
Interpretation:
From the above data it can be inferred that 63% of the respondents prefer to purchase
online during the period of offers

28
Table 5.1.13
Problems faced during online shopping
Frequency Percent Valid Percent Cumulative
Percent
Delay in delivery 72 58.5 58.5 58.5
Cheap quality of a product 36 29.3 29.3 87.8
Product damage 11 8.9 8.9 96.7
Non delivery 4 3.3 3.3 100.0
Total 123 100.0 100.0
Fig 5.1.13
Interpretation:
From the above data it can be inferred that 59% of the respondents face the problem of
delay in delivery and 29% of the respondents face the problem of cheap quality of the
product.

29
Table 5.1.14
Top 3 factors considered important in regarding service delivery in E market
Percent
Timely Delivery 39 31.7 31.7 31.7
Delivery person’s attitude &
behavior
3 2.4 2.4 34.1
Receive packaging in good
condition
3 2.4 2.4 36.6
Quality of materials received
is reliable
2 1.6 1.6 38.2
Packaging should ensure safe
transportation
3 2.4 2.4 40.7
Proper Intimation on delivery
of materials
7 5.7 5.7 46.3
Correctness of material
received as per order
31 25.2 25.2 71.5
Clear policies on return and
replacement
35 28.5 28.5 100.0
Total 123 100.0 100.0
Fig 5.1.14
Interpretation:
From the above data it can be inferred that Timely Delivery, Correctness of material received as
per order & Clear policies on return and replacement are considered as the top 3 factors
considered important in regarding service delivery in E market.

30
Table 5.1.15
The website information for placing orders are adequate and easy to follow
Percent
Fully disagree 3 2.4 2.4 2.4
Disagree 15 12.2 12.2 14.6
Neither agree nor disagree 20 16.3 16.3 30.9
Agree 13 10.6 10.6 41.5
Fully agree 72 58.5 58.5 100.0
Total 123 100.0 100.0
Fig 5.1.15
Interpretation:
From the above data it can be inferred that 59% of the respondents agree that the website
information for placing orders are adequate and easy to follow.

31
Table 5.1.16
The order taking process of the company is convenient
Percent
Disagree 14 11.4 11.4 14.6
Neither agree nor disagree 1 .8 .8 15.4
Agree 13 10.6 10.6 26.0
Fully agree 91 74.0 74.0 100.0
Total 123 100.0 100.0
Fig 5.1.16
Interpretation:
From the above data it can be inferred that 74% of the respondents agree that the order
taking process of the company is convenient.

32
Table 5.1.17
Payment options are clear, reliable and convenient to me
Percent
Disagree 13 10.6 10.6 12.2
Agree 18 14.6 14.6 39.8
Fully agree 74 60.2 60.2 100.0
Total 123 100.0 100.0
Fig 5.1.17
Interpretation:
From the above data it can be inferred that 62% of the respondents disagree that quality of
material is the most important aspect while making online purchase.

33
Table 5.1.18
Order confirmation is done by the company on placing the order
Percent
Disagree 13 10.6 10.6 12.2
Agree 18 14.6 14.6 30.1
Fully agree 86 69.9 69.9 100.0
Total 123 100.0 100.0
Fig 5.1.18
Interpretation:
From the above data it can be inferred that 70% of the respondents fully agree that order
confirmation is done by the company on placing the order.

34
Table 5.1.19
Dispatch of materials are informed in time
Percent
Valid
Disagree 13 10.6 10.6 12.2
Agree 18 14.6 14.6 30.1
Fully agree 86 69.9 69.9 100.0
Total 123 100.0 100.0
Fig 5.1.19
Interpretation:
From the above data it can be inferred that 70% of the respondents fully agree that
dispatch of materials are informed in time while making online purchase.

35
Table 5.1.20
Materials are delivered in time
Percent
Disagree 18 14.6 14.6 77.2
Agree 2 1.6 1.6 91.9
Fully agree 10 8.1 8.1 100.0
Total 123 100.0 100.0
Fig 5.1.20
Interpretation:
From the above data it can be inferred that 63% of the respondents fully disagree that
Materials are delivered in time while making online purchase.

36
Table 5.1.21
Consignments are received in good conditions
Percent
Disagree 32 26.0 26.0 60.2
Agree 1 .8 .8 92.7
Fully agree 9 7.3 7.3 100.0
Total 123 100.0 100.0
Fig 5.1.21
Interpretation:
From the above data it can be inferred that 44% of the respondents fully disagree that the
consignments are received in good conditions while 32% of the respondents neither agree
nor disagree that the consignments are received in good conditions.

37
Table 5.1.22
Items received are as per the order placed
Percent
Disagree 32 26.0 26.0 36.6
Agree 1 .8 .8 94.3
Fully agree 7 5.7 5.7 100.0
Total 123 100.0 100.0
Fig 5.1.22
Interpretation:
From the above data it can be inferred that 57% of the respondents neither agree nor
disagree that the items received are as per the order placed.

38
Table 5.1.23
Received items have the specified quality
Percent
Valid
Disagree 41 33.3 33.3 69.9
Agree 1 .8 .8 96.7
Fully agree 4 3.3 3.3 100.0
Total 123 100.0 100.0
Fig 5.1.23
Interpretation:
From the above data it can be inferred that 37% of the respondents fully disagree that
received items have the specified quality and 33% disagree that received items have the
specified quality.

39
Table 5.1.24
Packaging should ensure safe transportation
Percent
Valid
Disagree 13 10.6 10.6 12.2
Agree 18 14.6 14.6 39.8
Fully agree 74 60.2 60.2 100.0
Total 123 100.0 100.0
Fig 5.1.24
Interpretation:
From the above data it can be inferred that 60% of the respondents fully agree that the
Packaging should ensure safe transportation.

40
Table 5.1.25
Customer assistance after purchase from E commerce sites are good
Percent
Valid
Disagree 14 11.4 11.4 22.8
Agree 7 5.7 5.7 37.4
Fully agree 77 62.6 62.6 100.0
Total 123 100.0 100.0
Fig 5.1.25
Interpretation:
Customer assistance after purchase from E commerce sites are good.

41
Table 5.1.26
Personal information I provide are kept confidential by the Ecommerce Company
Percent
Valid
Disagree 12 9.8 9.8 13.0
Agree 13 10.6 10.6 80.5
Fully agree 24 19.5 19.5 100.0
Total 123 100.0 100.0
Fig 5.1.26
Interpretation:
From the above data it can be inferred that 63% of the respondents neither agree nor
disagree that Personal information provided are kept confidential by the Ecommerce
Company.

42
Table 5.1.27
Dealings of delivery staff are satisfactory
Percent
Valid
Disagree 13 10.6 10.6 12.2
Agree 18 14.6 14.6 39.8
Fully agree 74 60.2 60.2 100.0
Total 123 100.0 100.0
Fig 5.1.27
Interpretation:
dealings of delivery staff are satisfactory

43
Table 5.1.28
In case of defective materials or issues of delivery customer complaints are handled
fairly
Percent
Valid
Disagree 13 10.6 10.6 12.2
Agree 18 14.6 14.6 30.1
Fully agree 86 69.9 69.9 100.0
Total 123 100.0 100.0
Fig 5.1.28
Interpretation:
From the above data it can be inferred that 70% of the respondents fully agree that in case
of defective materials or issues of delivery customer complaints are handled fairly.

44
Table 5.1.29
Return or replacement policies & procedures are in place and are convenient
Percent
Valid
Disagree 3 2.4 2.4 4.1
Agree 28 22.8 22.8 30.1
Fully agree 86 69.9 69.9 100.0
Total 123 100.0 100.0
Fig 5.1.29
Interpretation:
From the above data it can be inferred that 70% of the respondents fully agree that return
or replacement policies & procedures are in place and are convenient

45
Table 5.1.30
Overall I am satisfied with online delivery experience
Percent
Valid
Fully disagree 1 .8 .8 .8
Disagree 2 1.6 1.6 2.4
Agree 16 13.0 13.0 18.7
Fully agree 100 81.3 81.3 100.0
Total 123 100.0 100.0
Fig 5.1.30
Interpretation:
respondents are satisfied with online delivery experience.

46
Table 5.1.31
I will recommend the online service provider to my friends and relatives
Percent
Valid
Disagree 12 9.8 9.8 11.4
Agree 8 6.5 6.5 26.8
Fully agree 90 73.2 73.2 100.0
Total 123 100.0 100.0
Fig 5.1.31
Interpretation:
respondents will recommend the online service provider to their friends and relatives.

47
Table 5.1.32
I will use the same site for future online purchases also
Percent
Valid
Disagree 9 7.3 7.3 13.8
Agree 4 3.3 3.3 27.6
Fully agree 89 72.4 72.4 100.0
Total 123 100.0 100.0
Fig 5.1.32
Interpretation:
respondents will use the same site for future online purchases.

48
5.2. Statistical Analysis
Verifying factors important for customers
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Timely_delivery 123 1.7805 1.23166 .11106
Dealings_of_delivery_staff 123 3.2114 1.12536 .10147
received_in_good_conditions 123 2.2114 1.14700 .10342
Packaging_ensure_safe_transportation 123 3.2114 1.12536 .10147
Return_replacement_are_convenient 123 3.5691 .81060 .07309
Items_received_as_per_order_placed 123 2.6504 .89611 .08080
Order_confirmation 123 3.4065 1.06999 .09648
Received_items_have_specified_quality 123 2.0081 .97926 .08830
One-Sample Test
Df Sig. (2-tailed) Mean Difference
Timely_delivery 122 .000 .3805
Dealings_of_delivery_staff 122 .039 .2114
received_in_good_conditions 122 .000 .0314
Packaging_ensure_safe_transportation 122 .039 .1086
Return_replacement_are_convenient 122 .000 .8309
Items_received_as_per_order_placed 122 .000 .0496
Order_confirmation 122 .000 -1.5935
Received_items_have_specified_quality 122 .000 -.9919
Interpretation:
From the above data it is confirm that one sample test has been done where the test value
is given as 4, where 1 is represented as least important while 4 is considered as most
important. It can also be inferred that the factors such as dealings of delivery staff,
packaging & ensuring safe transportation, Return & replacement are convenient and order
confirmations are considered as most important factors while the other factors are least
important in regarding service delivery in E market.

49
HYPOTHESIS TESTING 1
H01: There is no significant difference between customers of different educational
HA1: There is a significant difference between customers of different educational
Table 5.2.1
N Mean Std. Deviation Std. Error 95% Confidence Interval for
Mean
Lower Bound Upper Bound
Up to +2 5 3.8000 1.78885 .80000 1.5788 6.0212
Degree holder 72 4.1111 1.20510 .14202 3.8279 4.3943
Post-graduation & above 25 4.2400 1.09087 .21817 3.7897 4.6903
Professional
qualification
21 4.0000 1.26491 .27603 3.4242 4.5758
Total 123 4.1057 1.20663 .10880 3.8903 4.3211
ANOVA
Website information for placing orders are adequate and easy to follow.
Sum of Squares df Mean Square F Sig.
Between Groups 1.155 3 .385 .260 .854
Within Groups 176.471 119 1.483
Total 177.626 122
Interpretation:
From the above data it can be inferred that, , the null hypothesis states that there is no
significant difference between customers of different educational background in their
opinion that website information for placing orders are adequate and easy to follow.
Because the p-value is 0.854, which is more than the significance level of 0.05, we fail to
reject the null hypothesis and conclude that there is no significant difference between
customers of different educational background in their opinion that website information
for placing orders are adequate and easy to follow.

50
H02: There is no significant difference between customers of different age groups in their
HA2: There is a significant difference between customers of different age groups in their
Table 5.2.2
N Mean Std. Deviation Std. Error 95% Confidence Interval for Mean
Lower Bound Upper Bound
< 25 76 4.0921 1.40644 .16133 3.7707 4.4135
25- 35 28 3.7857 1.70744 .32268 3.1236 4.4478
36-45 6 3.1667 1.72240 .70317 1.3591 4.9742
> 45 13 4.0000 1.35401 .37553 3.1818 4.8182
Total 123 3.9675 1.48730 .13410 3.7020 4.2330
ANOVA
Customer assistance
Sum of Squares df Mean Square F Sig.
Between Groups 5.967 3 1.989 .897 .445
Within Groups 263.903 119 2.218
Total 269.870 122
Interpretation:
From the above data it can be inferred that, the null hypothesis states that there is no
significant difference between customers of different age groups in their opinion that
customer assistance after purchase from E commerce sites are good. Because the p-value
is 0.445, which is which is more than the significance level of 0.05, we fail to reject the
null hypothesis and conclude that there is no significant difference between customers of
different age groups in their opinion that customer assistance after purchase from E
commerce sites are good.

51
H03: There is no significant relationship between customers overall satisfaction of service
delivery and their intention to use the same service provider.
HA3: There is a significant relationship between customers overall satisfaction of service
delivery and their intention to use the same service provider
Table 5.2.3
Correlations
satisfied_with_onlin
e_shopping
use_same_site_in_f
uture
satisfied_with_online_shopping
Pearson Correlation 1 .84
Sig. (2-tailed) .031
N 123 123
use_same_site_in_future
Pearson Correlation .84 1
N 123 123
Interpretation:
From the above data it can be inferred that, there is a positive correlation between
customers overall satisfaction of service delivery and their intention to use the same
service provider. The more the customers overall satisfaction of service delivery, the
positive would be the intention to use the same service provider. Because the significance
value is 0.031, which is less than 0.05, so we reject the null hypothesis and conclude that
there is a significant relationship between customers overall satisfaction of service
delivery and their intention to use the same service provider As Pearson correlation is
found to be 0.84 which represents a strong positive correlation between the two
parameters therefore we conclude that there is a strong positive relationship between
customers overall satisfaction of service delivery and their intention to use the same
service provider.

52
H04: There is no significant relationship between dealings of delivery staff and the
HA4: There is a significant relationship between dealings of delivery staff and the
Table 5.2.4
Correlations
Deali
ngs_of_delivery_sta
ff
use_same_site_in_f
uture
Dealings_of_delivery_staff
Pearson Correlation 1 .82
N 123 123
use_same_site_in_future
Pearson Correlation .82 1
N 123 123
Interpretation:
From the above data it can be inferred that, there is a positive correlation between
dealings of delivery staff and the customer’s usage of same site for future online
purchases. The better the dealings of delivery staff more customers have the tendency to
use the same site for future online purchases. Because the significance value is 0.016,
which is less than 0.05, so we reject the null hypothesis and conclude that there is a
significant relationship between dealings of delivery staff and the customer’s usage of
same site for future online purchases .As Pearson correlation is found to be 0.82 which
represents a strong positive correlation between the two parameters therefore we conclude
that there is a strong positive relationship between dealings of delivery staff and the
customer’s usage of same site for future online purchases.

53
Chapter 6
Findings, Recommendations &
Conclusion

52
5.0 A brief introduction
This chapter deals with facts and figures collected by the researcher to satisfy the
objectives of the project (the findings), inferences drawn by the researcher from the
findings (the conclusions), and courses of action suggested by the researcher in line with
the objectives of the project (the recommendations).
5.0.1 Findings from Descriptive statistics
The objective of this chapter is to correlate the objectives of the study with the findings of
the study. The major objectives was identified to understand and measure the customer
rating of service delivery parameters important in E commerce market & to analyse the
relationship of satisfaction with service delivery on customer’s loyalty and retention was
conducted at the same time the importance of parameters have been done and the
relationship between identified.
1. Most of the respondents are from an age group of less than 25 and majority purchases
are done by female. Since the youngsters are more prone to online purchase
consumers prefer to buy the products & respondents agree that the website
information for placing orders are adequate and easy to follow.
2. Most of the respondents fully agree that respondents are satisfied with online delivery
experience & majority of the respondents fully agree that respondents will use the
same site for future online purchases while other respondents fully agree that the
dealings of delivery staff are satisfactory.
3. The monthly income of respondents ranges from 25000-50000 and most of
respondents range from 50000-100000 & respondents of degree holders are more
prone to online shopping.
4. Most of the respondents prefer Flipkart as their online site and the respondents prefer
the method of cash on delivery (COD) as the secure way of paying for the product.
5. Flipkart is the online service that is satisfied in terms of delivery services and online
reviews & referred by friends are the factors that influence the preference of
choosing online shopping site.

53
6. Majority of the respondents suggests Flipkart can be suggests to your family and
friends and most of the respondents suggests Amazon can be suggests to your
family and friends.
7. Most of the respondents face the problem of delay in delivery while small amount
of the respondents face the problem of cheap quality of a product & majority of the
respondents agree that Customer assistance after purchase from E commerce sites
are good.
8. Majority of the respondents fully agree that the Payment options are clear, reliable
and convenient to me Timely Delivery, Correctness of material received as per
order & Clear policies on return and replacement are considered as the top 3 factors
considered important in regarding service delivery in E market.
9. Most of the respondents fully agree that order confirmation is done by the company
on placing the order & majority of the respondents fully agree that dispatch of
materials are informed in time while making online purchase.
10. Majority of the respondents fully disagree that the consignments are received in
good conditions while most of the respondents neither agree nor disagree that the
consignments are received in good conditions.
11. Most of the respondents fully agree that the Packaging should ensure safe
transportation while majority of the respondents fully agree that the Customer
assistance after purchase from E commerce sites are good.
12. Majority of the respondents neither agree nor disagree that Personal information
provided are kept confidential by the Ecommerce Company while most of the
respondents fully agree that the dealings of delivery staff are satisfactory.

54
Findings from Statistical analysis
From the First test of hypothesis Anova was performed & it can be inferred that, the null
hypothesis states that there is no significant difference between customers of different
educational background in their opinion that website information for placing orders are
adequate and easy to follow. Because the p-value is 0.854, which is more than the
significance level of 0.05, we fail to reject the null hypothesis and conclude that there is
no significant difference between customers of different educational background in their
From the Second test of hypothesis Anova was performed & it is confirm that, the null
hypothesis states that there is no significant difference between customers of different
educational background in their opinion that website information for placing orders are
adequate and easy to follow. Because the p-value is 0.854, which is more than the
significance level of 0.05, we fail to reject the null hypothesis and conclude that there is
no significant difference between customers of different educational background in their
From the Third test of hypothesis correlation was performed & it can be inferred that
there is a positive correlation between customers overall satisfaction of service delivery
and their intention to use the same service provider. The more the customers overall
satisfaction of service delivery, the positive would be the intention to use the same service
provider. Because the significance value is 0.031, which is less than 0.05, so we reject the
null hypothesis and conclude that there is a significant relationship between customers
overall satisfaction of service delivery and their intention to use the same service provider
As Pearson correlation is found to be 0.84 which represents a strong positive correlation
between the two parameters therefore we conclude that there is a strong positive
relationship between customers overall satisfaction of service delivery and their intention
to use the same service provider.
From the Fourth test of hypothesis correlation was performed & it is confirm that, From
the above data it can be inferred that, there is a positive correlation between dealings of
delivery staff and the customer’s usage of same site for future online purchases. The
better the dealings of delivery staff more customers have the tendency to use the same site
for future online purchases. Because the significance value is 0.016, which is less than

55
0.05, so we reject the null hypothesis and conclude that there is a significant relationship
between dealings of delivery staff and the customer’s usage of same site for future online
purchases .As Pearson correlation is found to be 0.82 which represents a strong positive
correlation between the two parameters therefore we conclude that there is a strong
positive relationship between dealings of delivery staff and the customer’s usage of same
site for future online purchases.
When the customer returns the package following happens:
Now, this is an area of concern. Seller has to wait up to 30 days to receive the product and
if there is no damage he will be very happy. To avoid this, Flipkart came up with Flipkart
advantage. What it does offer to seller is, they can store the products in Ekart warehouse
and it will be delivered to customer in 24 hours. The rates differ between standard seller
and Flipkart advantage seller; obviously it is higher for Flipkart advantage sellers. The
shipping charges also vary across zones in the country.
Ekart is the backbone of Flipkart and it was smart by Flipkart to do that earlier whereas
Snapdeal failed to do so. Now, Snapdeal has acquired Gojavas which is still late to learn
on supply chain. For better understanding on how packaging and delivery system works a
visit was done to Pala Flipkart and they were able to inspire me in continuing the project.
The following steps are done in packaging and delivery system
• First is information received now it is a courier process (shipping /dispatch) IR
Means logistics partner has received information about shipment which they have to
pick up with the help of their Field executive.
• Second is pick up completed which means FE(field executive) has been picked up
shipment from vendor/seller to their processing HUB.
• Third is connected which means your shipment has been connected from Processing
Hub to nearest hub/DC (Delivery Centre).
• Fourth is in - Transit which means parcel is on the way.
• Fifth is At Delivery Centre (DC) which means your shipment is nearest to you i.e.at
DC.
• Sixth is out for delivery, be ready for paying amount if shipment is COD (Cash on
Delivery) & FE can knock your door or ring your phone at any time.

56
• Seventh is delivered which means shipment is in your hand.
Suggestions
The findings from the statistical analysis confirms that there is a positive correlation
between customers overall satisfaction of service delivery and their intention to use the
same service provider. The more the customers overall satisfaction of service delivery,
the positive would be the intention to use the same service provider. Amazon is
performing ok in the market but not good enough. There are so many cases where people
felt that packing might have been better than this. Either it may be big or small /
expensive or not product has to be treated with care. Some of the products mostly
apparel’s are turning out with original cover of supplier, which shows negligence of them.
In this issue Flipkart made a mark among the Indian customers, because whatever the
product is their packing will obviously Flipkart assured.
Conclusion
The study was done to to understand and measure the customer rating of service delivery
parameters important in E commerce market & to analyse the relationship of satisfaction
with service delivery on customer’s loyalty and retention It also consisted with all the
work flows of major e-commerce players in India, Flipkart, Snapdeal, Paytm and
Amazon. The innovative thinking of them to reach more and more consumers is
appreciable. They increased their network as much as possible with ultimate aim of
reaching more and more customers. They made consumers work more easy and
comfortable. In this competitive market one has to be lead and rest will follow. Based
upon consumer’s survey we got our clear winner and it is Flipkart They understood
Indians very well and made its roots stronger in India.
Most of the respondents are from an age group of less than 25 and majority purchases are
done by female. Since the youngsters are more prone to online purchase consumers prefer
to buy the products & respondents agree that the website information for placing orders
are adequate and easy to follow. Amazon recorded a growing Indian ‘Web Traffic’
surpassing Flipkart, while Flipkart remains India’s leader in e commerce desktop traffic,
Hence the conclusion is that Flipkarts distribution & delivery management system are far
better than Amazon in India.

57
References
Textbooks:
 Ali, S. S. (2009). Models in consumer buying behaviour. New Delhi: Regal
Publications.
 Cooper, D. R., & Schindler, P. S. (2014). Business research methods (7th ed.).
Boston: Irwin/McGraw-Hill.
 Kotler, P., & Keller, K. L. (2017). Marketing management. Manipal: Pearson India
Ed.
Internet Sources:
 Flipkart-About us. (2018, December 11). Retrieved January 13, 2019, from
https://www.Flipkart.com/
 Ernst and Young (2000), ‘Global Online Retailing,[Online], [Retrieved January 27,
2019],http://www.ey.com.
 Kotler, P. and Armstrong, G. (2000), Marketing (5th ed.), Prentice-Hall: Englewood
Cliffs, NJ.
 Hall, M. (2018, November 01). Amazon-product and services. Retrieved January 15,
2019, from https://www.britannica.com/topic/Amazon.com
Review of literature
 Das, K., & Ara, A. (2015). Growth of E-Commerce in India. Growth, available at:
http://ijcem. in/wp-content/uploads/2015/08/Growth_of_E_Commerce_ in_India. pdf
(accessed 9 December 2015).

58
 Datta, P. (2011). A preliminary study of ecommerce adoption in developing countries.
Information systems journal, 21(1), 3-32.
 Dodge, M. (1999). Finding the source of the Amazon. com: examining the hype of
the" Earth's biggest bookstore". last accessed on January 13, 2019
 Gangeshwer, D. K. (2013). E-commerce or Internet Marketing: A business Review
from Indian context. International Journal of u-and e-Service, Science and
Technology, 6(6), 187-194.
 Govindarajan, V., Kopalle, P. K., & Danneels, E. (2011). The effects of mainstream
and emerging customer orientations on radical and disruptive innovations. Journal of
Product Innovation Management last accessed on January 13, 2019
 Koh, A. C., & Le, T. T. (2003). The practice of e-commerce in Malaysia. Journal for
International Business and Entrepreneurship Development, 1(2), 93-101.
 Mitra, A. (2013). E-commerce in India-A Review. International Journal of Marketing,
Financial Services & Management Research, 2(2), 126-132. last accessed on January
13, 2019
 Miyazaki, A. D., & Fernandez, A. (2001). Consumer perceptions of privacy and
security risks for online shopping. Journal of Consumer affairs, 35(1), 27-44.
 Ray, S. (2011). Emerging Trend of E-Commerce in India: Some Crucial Issues,
Prospects and Challenges. Computer Engineering and Intelligent Systems, 2(5), 17-
35.
 Sharma, S., & Mittal, S. (2010). Prospects of E-commerce in India. Proceedings of
ISCET, 2, 43-44. “Prospects of e-commerce in India” by Sharma and Mittal (2009)
last accessed on January 13, 2019

xi
Questionnaire
Name (optional):
Designation:
1. Age
a. < 25
b. 25- 35
c. 36-45
d. > 45
2. Specify gender
a. Male
b. Female
3. Monthly Income of the family
a. Less than 25000
b. 25000- 500000
c. 50000- 1000000
d. Above 1 lakh
4. Educational Background
a. Up to +2
b. Degree holder (other than professional degree)
c. Post-graduation & above (other than professional degree)
d. Professional qualification

xii
5. How often do you shop online?
a. Rarely
b. Occasionally
c. Frequently
d. Very frequently
6. Which online site will you prefer most?
a. Flipkart
b. Amazon
c. Snapdeal
d. Paytm
e. Others
7. How do you make payments when shopping online?
a. Debit card
b. Cash on delivery
c. Credit card
d. Third party (Paytm wallet, Paypal etc)
8. How often do you face digital payment failures?
a. Very Often
b. Sometimes
c. Rarely
d. Never

xiii
9. Which online service is more satisfied in terms of delivery services?
a. Flipkart
b. Amazon
c. Snapdeal
d. Paytm
e. Others
10. How do you choose online shopping site?
a. Referred by friends
b. Advertisements
c. Online reviews
d. Other media
11. Which online shopping site will you suggest to your family and friends?
a. Flipkart
b. Amazon
c. Snapdeal
d. Paytm
e. Others
12. On which occasions do you make purchase?
a. Festivals
b. Gifts
c. Offers
d. Weddings
e. Others

xiv
13. What kind of problem did you face while doing online shopping?
a. Delay in delivery
b. Cheap quality of a product
c. Product damage
d. Non delivery
14. Mark the top 3 factors you consider important in regarding service delivery in E
market
1 Timely Delivery 5 Packaging should ensure safe
transportation
2 Delivery person’s attitude &
behaviour
6 Proper Intimation on delivery of
materials
3 Receive packaging in good
condition
7 Correctness of material received
as per order
4 Quality of materials received is
reliable
8 Clear policies on return and
replacement
15. Rate the following questions on a scale from 1-5, where:
1. Fully disagree 2.disagree 3. Neither agree nor disagree 4. Agree 5.Fully agree
S.No Description 1 2 3 4 5
1 The website information for placing orders are
adequate and easy to follow
2 The order taking process of the company is
convenient
3 Payment options are clear, reliable and convenient
to me
4 Order confirmation is done by the company on
placing the order
5 Dispatch of materials are informed in time
6 Materials are delivered in time
7 Consignments are received in good conditions

xv
8 Items received are as per the order placed
9 Received items have the specified quality
10 Packaging should ensure safe transportation
11 Customer assistance after purchase from E
commerce sites are good
12 I have confidence that the personal information I
provide are kept confidential by the Ecommerce
company
13 Dealings of delivery staff are satisfactory
14 In case of defective materials or issues of delivery
customer complaints are handled fairly
15 Return or replacement policies & procedures are in
place and are convenient
16 Overall I am satisfied with online delivery
experience
17 I will recommend the online service provider to my
friends and relatives
18 I will use the same site for future online purchases
also

E-commerce customer retention through quality service delivery

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