Executive Summary

The notion of loyalty has become a central construct within the e-business
framework due to consumers easy switching behaviour on the web. Every e-
commerce player agrees that building loyalty is not only a key strategy but also
a necessity for companies like themselves which are operating on the Internet.
The purpose of this paper is to explore the impact of (evolving) electronic
commerce variables such as Smart Baskets, Speed of replenishment, Customized
courier services, Trouble-free Reverse Supply Chain, Adaptive website and
Velocity of the new products on customers E-loyalty.
This study is theoretically interesting as it goes beyond the conventional factors
that every ecommerce website is currently employing to gain this E-loyalty. This
research is also relevant from a managerial perspective, since a positive
relationship between the independent variables and e-loyalty would allow you to
use these variables as a tool to manage customer satisfaction and loyalty. (this
team from great lakes more dramatic and directional)Through this research
your company would be able to focus on some latest intelligence driven
differentiating factors that would help you gain a competitive edge in the near
future. If implemented robustly essential capital, which would have been wasted
on insignificant factors could be saved and utilized elsewhere, whereas for
developing E-loyalty, you would be able to focus all your resources only on those
factors that show a positive relationship with E-loyalty.
As for the research, we would collect data through structured questionnaires
from customers of various e-commerce websites. We will examine the
relationship between the independent variables Smart Baskets, Speed of
replenishment, Customized courier services, Trouble-free Reverse Supply Chain,
Adaptive website and Velocity of the new products and the dependent variable
i.e. customers e-loyalty. This research study basically tries to find out the
importance of advance intelligence tools and preferences of the customers of
any ecommerce website( ). Sample of 100-150 customers would be taken to
measure the extent of relationship among variables. We would then use
regression and correlation to test our hypothesis whether the relationship among
variables is either positive or negative. There are high chances that the results of
the study would show that there is positive and significant relationship among
independent variables i.e. Smart Baskets, Speed of replenishment, Customized
courier services, Trouble-free Reverse Supply Chain, Adaptive website and
Velocity of the new products and dependent variable i.e. customer e-loyalty.

Data Collection
A structured and undisguised questionnaire has been used as an
instrument for data collection. Demographic details of the respondents
and their online buying experiences has been collected using one to two
word fill ups and multiple choice questions. For the various study
parameters, statements have been framed and respondents were asked
for responses on a five point Likert scale from 1 for strongly disagree to 5
for strongly agree.
The respondents were told to choose their favourite website or web
retailer, and then asked to select their degree of agreement or
disagreement to the various statements about their selected favourite
site. Selecting a favourite web site/e-tailer has the advantage of context
and a natural framework, and was proposed by Pavlou (2003). Liao, Palvia
and Lin (2006) have also used a similar framework.

Data Collection Method Survey from 100-150 customers

Scale: 5-point likert scale

Strongly Disagree (1)

Disagree (2)
Neither Disagree nor Agree (3)
Agree (4)
Strongly Agree (5)

Questionnaire
General Questions:
Name: _______________________
Age:
o Below 20
o Between 21 to 35 years
o Between 36 to 50 years
o Above 50

Sex:
o Male
o Female

Income per month:

o Below Rs. 20,000
o Between Rs. 20,000 to Rs. 50,000
o Between Rs. 50,000 to Rs. 1,00,000
o Above Rs. 1,00,000
How many times do you shop online in a month?
o Less than 2 times
o 2-4 times
o More than 4 times
Which is your favourite website/e-tailer to do online
shopping? ________________

E-Loyalty
 1. I browse through certain websites, but seldom consider switching to another website.
2. When I need to make a purchase, this website is my first choice.
3. I (love the features of this website) believe that this is my favourite retail website.
4. The likelihood that I would shop at this website is high.
5. I would be willing to recommend this website to my friends.

Smart Baskets
1. I do not like when products are recommended based on my earlier purchases.
2. I want my preferences to be set on the basis of my earlier purchases.
3. It feels good when the website displays the merchandise I am looking for.

Speed of Replenishment technologically

1. I shop from this website because when the product is out of stock, this website
quickly restocks it and notifies me.
2. I give upon on out-of-stock products as they are not quickly restored by this website.
3. I believe that this website does not restock frequently.

Customized courier services (simplify the language)

1. I like the website which enables me to modify the date and time of the delivery of the
ordered products.
2. I prefer that the website lets me interact with the courier team to modify my delivery
time according to my specifications.
3. I do not shop online when delivery date does not match with my availability at the
mentioned address.

Trouble free reverse supply chain

1. I do not shop online as return process is cumbersome.
2. It is difficult to return or exchange the product.
3. I believe that returning a product is not complicated.
4. It takes a lot of effort to return or exchange the product.
Repackaging.. refund..

Adaptive Website
1. This website enables me to view the merchandise from different angles and check its
different features.
2. I want to spend as little effort as possible for finding new fashions.
3. This website has a search tool that enables me to locate products easily. - redundant
4. This website does not have a tool that makes product comparisons easy.
5. I feel that this is a very engaging website. yes no question
6. I believe that this website is not a very dynamic one.

Velocity of the new product

 1. I like to visit this website as it always has new products.
2. I do not care if this website adds variety of products frequently.
3. I visit this website to see what new products are available.

Intelligent velocity