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HOW TO IMPROVE E-LOYALTY
PROJECT PROPOSAL

According to the Sreenivasan et al. Research objectives: Seven factors have been mentioned in Sreenivasan model. Ribbink model. (2002). Contact interactivity is expected to have a positive impact on customer loyalty. services and transactional modes towards the individual's requirementsCustomisation increases the probability that customers will find something that they wish to buy (Sreenivasan et al. We will try to understand the improvement of e-loyalty through these factors. Rodger’s model etc which lists out different factors to be taken care of to ensure the improvement of e-loyalty. 2002).loyalty or online loyalty is defined as the a deeply held intension to repurchase a preferred product or services consistently from an e-vendor in the future. The seven factors are: a) Customisation: Customisation is the way of altering the product.Title How to improve E-loyalty Introduction The e. Eloyalty is defined as the customer's favorable attitude towards the e-retailer that results in repeated buying behavior. e-loyalty can be improved. c) Community: A virtual community can be described as an online social entity comprised of existing and potential customers that is organized and maintained by an e-retailer to facilitate the exchange of opinions and information regarding offered products and services. We find Sreenivasan model to be most appropriately matched with our understanding and hence. Oliver (1999). despite of the presence of factors or circumstance that may include switching behavior. The factors mentioned in this model will help us to understand on how by improving the factors. b) Contact interactivity: Contact interactivity pertains to the dynamic interactions between the customers and the website while they are online. There are different models available on eloyalty like Sreenivasan's model. Anderson model. . are going to carry out our project basing on Sreenivasan’s model.

IV. The e-retailer that offers greater choice can emerge as the dominant.1998). The level of care in a company to minimise the disruptions in customer service will help to gain the customer loyalty. cultivation is expected to have a positive impact on customer loyalty. VII. II. Cultivation has a positive impact on e-loyalty. For measurement and scaling purposes a 7 point Likert type scale will be used in the structured questionnaire and the rating will vary from 1. V. Choice has a positive impact on e-loyalty.Strongly Agree. g) Cultivation: Cultivation is the extent to which an e-retailer provides relevant information and incentives to its customers in order to extend the breadth and depth of their purchases over time ( Berger. H1: H2: H3: H4: H5: H6: H7: Customisation has a positive impact on e-loyalty. DATA AND DATA COLLECTION TECHNIQUE: Structured questionnaire will be constructed and used as a data collection tool for obtaining the data. Contact interactivity has a positive impact on e-loyalty. colours. e) Character: Character can be defined as an overall image or personality that the e-retailer projects to consumers through the use of inputs such as text. III. graphics. Also data will be collected from secondary research and in-depth interview of the customers. Hence. 2002).Strongly Disagree to 7 . SAMPLE AND SAMPLING METHOD: All the people who are purchasing online are our population but it is not possible to study the entire population. f) Care: care is operationally defined as the extent to which a customer is kept informed about the availability of preferred products and the status of orders. Hypothesis: I.d) Choice:. Care has a positive impact on e-loyalty. Community has a positive impact on e-loyalty. thereby engendering e-loyalty (Sreenivasan et al 2002). and the level of efforts expended to minimize disruptions in providing desired services (Sreenivasan et al. logos. style. top-of-mind destination for one-stop shopping. The sampling technique used can be considered as a . VI. Character has a positive impact on e-loyalty. and slogans or themes on the website. Character is expected to have a positive impact on customer loyalty through better recognition and recall.

Finally a survey will be conducted and the customers will be asked to take the survey thereby data will be collected.random sampling technique as the form will be floated and anyone can fill the form that is everyone will have an equal probability. Various questions regarding their purchasing behavior on eplatforms will be asked. . there is no subjectivity and each member of the total population has an equal chance of being selected. Random sampling is the least biased of all sampling techniques. FIELDWORK: Questions will be prepared based on the secondary research and the interviews of the various customers. So the minimum sample size = Independent Variables * 10 = 7*10 = 70. Number of independent variables is six and one dependent variable.