A Thesis Summary Submitted towards the Requirement for the Award of Degree of

Doctor of Philosophy In

Management

Under the Faculty of Commerce

By

2021
 CUSTOMER RELATIONSHIP MANAGEMENT IN NON-BANKING E-COMMERCE PAYMENT GATEWAYS:
CASE STUDY OF CCAVENUE

Introduction

 An online community acts as a repository for content and contextual data and the

combination of this data enables effective analysis of customer relationships and trends

over time. While content data comprises, the information captured about individual

events and customer encounters, it is primarily fact-based information.

 The contextual data aims at providing a detailed context for the consumer related

information to facilitate decision making. Further, analytical data aims at reflecting the

relationship of fact data to contextual data for a specific point of time. The effective

integration of information content and context drives analytic applications which evaluate

the relationship of encounters under various contextual circumstances to identify

predictable trends in customer behaviors.

 The resulting information analysis can then be incorporated into a business intelligence

process. CRM applications have focused on extending traditional contact management

applications through the collection and maintenance of more robust contextual customer

information. An online community can be used in this reference by preserving the context

of the consumer interaction.

Reason to Choose the Topic:

 An online community acts as a repository for content and contextual data and the

combination of this data enables effective analysis of customer relationships and trends
 over time. While content data comprises, the information captured about individual

events and customer encounters, it is primarily fact-based information.

 The contextual data aims at providing a detailed context for the consumer related

information to facilitate decision making. Further, analytical data aims at reflecting the

relationship of fact data to contextual data for a specific point of time. The effective

integration of information content and context drives analytic applications which evaluate

the relationship of encounters under various contextual circumstances to identify

predictable trends in customer behaviors.

 The resulting information analysis can then be incorporated into a business intelligence

process. CRM applications have focused on extending traditional contact management

applications through the collection and maintenance of more robust contextual customer

information. An online community can be used in this reference by preserving the context

of the consumer interaction.

Research problem

 The online platform can be used for various CRM functionalities like Campaign

Management, Consumer Segmentation, Response Management and Response Modeling,

Contact Management and Account Management. Business Online platform can hence for

Campaign Management, providing an opportunity to segment consumers on the basis of

their interactions with The models developed for respective campaigns can be used for

future segmentation and targeting efforts. If a suitable model is developed, for consumer

profiling or portfolio analysis, then the model can be run for other segments to find better

prospects. They can be made the targets of subsequent campaigns. This research thesis
 aims at developing 3 specific models for response modeling/prediction/consumer

profiling. These were- the organization, rather than those based on simple

demographics.

 Consumer Trustworthiness Regression model (CTR)

 Consumer Price Sensitivity model

 Business Online Community Credibility model (BOCC)

Research Methodology

 As explains in detail the pilot examines carried out for the identity of the proper on-line

device for the take a look at after a comparative analysis of 3 on line tools. Netnography that

is a new qualitative, interpretive study‟s methodology, that uses internet optimized

ethnographic studies techniques to take a look at the net groups, has been carried out, for the

method of the research instrument. Further the techniques observed for the collection of

information and selection of the sample of on-line network clients and online community

managers had been outlined. Using the concept of response modeling, three unique fashions

were advanced throughout the entire research study. These are-

(i) Consumer Trustworthiness Regression model (CTR)

(ii) Consumer Price Sensitivity model (CPS)

(iii) Business Online Community Credibility model (BOCC)

 For the development of Consumer Trustworthiness Regression model the Following

Hypothesis is Formulated:
  H1 – Trustworthiness is correlated to Participation, Trust, Emotional

Attachment, Commitment, Attitude towards Switching and Period of

Association.

 For this we formulated some sub-hypothesis

 H1-A - Trustworthiness is correlated to Participation of the customers

 H1-B- Trustworthiness is correlated to Trust of the customers on the organization.

 H1-C- Trustworthiness is correlated to Emotional Attachment of the customers with the

organization.

 H1-D- Trustworthiness is correlated to Commitment of the customers with the

organization.

 H1-E- Trustworthiness is correlated to Attitude towards Switching of the customers.

 H1-F- Trustworthiness is correlated to Period of Association of the customers with the

Organization

 For the development of Consumer Price Sensitivity model the Following Hypothesis is

Formulated:

 H2 – The Customers is very sensitive towards any Change in their subscribed

plans of their needs.

 For Creation of third model of the study Online Business Community Credibility

model

 H3- Community Dynamics of Online Community is has symmetric relation

with community abilities of Purpose, Policy, People and Reciprocity.

 H3A- Community Dynamics of Online Community is has symmetric relation with

Purpose of Community Creation.

 H3B- Community Dynamics of Online Community is has symmetric relation with Policy

of Community on which they were created.

 H3-C- Community Dynamics of Online Community is has symmetric relation with

people who are the members of the Community.

 H4D Community Dynamics of Online Community is has symmetric relation with

interchange with other Communities.

Research Design

The studies design is a framework for conducting the studies. It includes the numerous steps

starting from the definition of the information wished, specifying the measurement and

scaling approaches, building and pretesting the questionnaire, specifying the sampling

technique and length to developing a plan for information evaluation. The studies design for

examine is in the main exploratory and descriptive in nature. It is exploratory because at the

primary level it involved the provision of insights into the studies subject matter and

comprehension of the problem situation. It led me to formulate the studies trouble, expand

the goals of the examiner, isolate the important thing parameters of the observe and plan the

destiny path of action. The descriptive studies are a kind of conclusive research. It attempts

to explain systematically a state of affairs, problem, phenomenon, and provider or

programmed; it additionally describes the characteristics of the respondents and the degree of

association or courting between the variables being studied. It allows making unique.

Evaluation Grid 1: Selection of a web tool

 The cognizance organization changed into requested to rate the above said tools

throughout a set of 12 parameters by using the usage of a Rating scale (1-three) with 1

representing the quality device delivering purchaser fee throughout a particular

parameter. The Evaluation Grid 1 developed for the motive is indexed in Annexure I. A

composite rating was calculated for each respondent, for each device. This became

finished with the aid of summing up the ratings for every participant throughout the entire

parameters . A suggest consumer perceived fee rating was calculated the usage of SPSS .

Evaluation Grid 2: Comparative evaluation of 3 tools for CRM

 For the reason, an assessment grid changed into installation as a research tool.

Participants have been asked to price the ability of the 3 online equipment throughout

every of the given parameters on a Likert scale. Thus, the three touch factors viz. Online

Communities, Blogs, Wikis had been rated in regards to their capability to make

contributions to the price delivery and enhancement mechanism, that's the backbone of

Customer Experience Management. The Evaluation Grid 2 evolved for the motive is

listed in Annexure I.

 Actually, this has implemented the research approach of Netnography, which is very

particular to the web domain for system of units of studies devices. Experience is

something singular that occurs to a character and researchers cannot immediately access.

Therefore researchers handiest interpret what their subjects have expressed orally, in

writing or through their conduct. Experience becomes increasingly vital to advertising

and marketing, but the methodologies generally used to analyze studies, which includes

interviews and focus companies, have a number of drawbacks which includes respondent
 inhibition. Verbatim remarks rather, are essential for expertise the non-public nature of

the enjoy to be studied.

Consumer Trustworthiness Regression Model

Netnography of 04 Plan Types of CCA

Under this version, the strategies of correlation and regression have been carried out. The

effects of a regression model are used to analyze factors contributing to the increase of trust

in a web community and for organizing the contribution of the impartial variable i.e. „range

of factors‟ to the established variable i.e. „wide variety of views. The records is in the end

carried out for prediction by using studying how a long way the dependent variable depends

on the unbiased variable.

S.No Plans Correlation Coefficient

1 Standard 0.982**

2 Economy 0.502

3 Silver 0.911**

4 Gold 0.789**

Examination of Investigation Instrument for Online Public Consumers (RI-1)

The first question of RI-1, on Participation became evaluated the usage of Factor evaluation.

The information accrued from the 22 purchasers become subjected to a Factor evaluation.

The major components approach of extraction become used for facts reduction. Components

with Eigen values greater than 1 had been extracted. As the communalities have been all
high, the extracted additives represented the variables nicely. The circled aspect matrix

helped determine what the components represented. This changed into accomplished by

using the use of the best loading as a determinant of the thing an attribute belonged to. The

extracted answers have been as follows-Participation (3 essential components). All limits of

Contribution loaded onto the three principal additives of member centricity, responsiveness

and accessibility.

Emotional Attachment

The 1/3 query of RI-1, on Emotional Attachment turned into evaluated through Factor

evaluation. The fact accumulated from the 200 clients was subjected to a Factor evaluation.

The major components approach of extraction becomes used for facts discount. Components

with Eigen values greater than 1 had been extracted. As the communalities have been all

high, the extracted components represented the variables well. The turned around thing

matrix helped decide what the additives represented. This changed into performed with the

aid of the use of the best loading as a determinant of the factor an characteristic belonged to.

The extracted answers were as follows-Emotional Attachment. All parameters of Expressive

Attachment loaded onto the two most important additives of emotional optimists and threat

avoidance

Online Trust

The fourth query of RI-1 on Online Trust was evaluated via Factor evaluation. The record

gathered from the two hundred purchasers was subjected to a Factor analysis. The foremost

additives method of extraction turned into used for statistics discount. Components with
Eigen values greater than 1 were extracted. As the communalities were all high, the extracted

components represented the variables properly. The circled aspect matrix helped determine

what the components represented. This was done through the usage of the very best loading

as a determinant of the factor a characteristic belonged to. The extracted answers were as

follows-Online Trust. All parameters of Online Trust loaded onto the 2 major additives of

credibility and conversation.

The 6th questions of RI-1, on Commitment become evaluated via Factor analysis. The data

amassed from the two hundred customers became subjected to a Factor evaluation. The

principal components approaches of extraction become used for statistics discount.

Components with Eigen values extra than 1 were extracted. As the communalities had been

all high, the extracted additives represented the variables well. The rotated component matrix

helped determine what the components represented. This became accomplished with the aid

of the use of the very best loading as a determinant of the aspect an attribute belonged to. The

extracted answers had been as follows-Commitment. All parameters of Commitment loaded

onto the 5 essential additives of member affinity, personalization, inducing member

participation, building member loyalty and member-to member interplay.

Member Loyalty

The seventh query of RI-1, on Member Loyalty turned into evaluated through Factor

evaluation. The statistics accumulated from the two hundred customers become subjected to

a Factor evaluation. The most important components technique of extraction changed into

used for statistics discount. Components with Eigen values extra than 1 had been extracted.

As the communalities had been all high, the extracted additives represented the variables
properly. The rotated aspect matrix helped determine what the additives represented. This

was carried out through the use of the highest loading as a determinant of the element a

characteristic belonged to. The extracted solutions were as follows-Member. All parameters

of Member Loyalty loaded onto the 3 predominant additives of interactive dependable, loyal

persuader and dependable advocate.

Usability of Online Tools

This segment depicts the evaluation of the 5th query of RI-1, on Usability of diverse

capabilities of an Online Community. Chat scores the highest on usability because of its

instant interactive facility, and capacity to facilitate bi-directional communication

accompanied by way of Wikis which permit individuals to make a contribution or alter

content. The capability of wikis to enable site traffic to feature their very own content

material and increase, in an additive fashion, at the content material created through others.

They for this reason create a common platform for humans within the focused and specific

community, to now not simply take part in the communique but additionally to be the content

material and know-how vendors of the group. Blogs for their easy to apply content material

control system, archive oriented shape, contemporary information first order, ease of

responding to previous weblog postings, score extra than Forums, Debate and File Managers.

File managers have functionalities for report garage and retrieval. They rating the bottom and

are of not lots price from a consumer or participant attitude. They can also have greater fee

from an organizational attitude.

 Emotional
Commitment
Attachment

Attitude Period of
Association
towards with the
Switching Network

Participation Trustworthiness Online Trust

 The first question of QUESTIONER-1, on Participation became evaluated the usage of

Factor evaluation. The information accrued from the 69 purchasers becomes subjected to

a Factor evaluation.

Independent-samples t-tests were performed on the means of consumer participation and for

Trustworthiness. The means of the consumer participation were 3.16 (low participation

group) and 5.48 (high participation group) (t = 8.74, P < 0.001). Similarly, the means of the

Trustworthiness were 3.85 (low Trust group) and 4.79 (high Trust group)

(t = 4.72, P < 0.001). On the basis of above results the first sub hypothesis of the research

“Trustworthiness is correlated to Participation of the customers” is accepted.

The 1/3 query of QUESTIONER-1, on Emotional Attachment turned into evaluated through

Factor evaluation.

Independent-samples t-tests were performed on the means of Emotional Attachment and for

Trustworthiness. The means of the consumer participation were 4.16 (low Attached group)

and 4.48 (highly Attached group) (t = 10.651, P < 0.00). Similarly, the means of the

Trustworthiness were 2.56 (low Attached group) and 4.79 (highly Attached group)

(t = 12.76, P < 0.001). On the basis of above results the sub hypothesis of the research H1-B-

“Trustworthiness is correlated to Emotional Attachment of the customers for the

organization” is accepted.

Analysis of Research Instrument for Online Community Consumers (RI-2) - Consumer

Price Sensitivity model using K-means cluster analysis (CPS)

Monthly Plan

The facts changed into accrued from 22 purchasers and processed for K-manner clustering

using SPSS . There are 6 customers in cluster 1, 6 in cluster 2 and 10 in cluster three. The

final cluster centers, which is used to profile the character clusters on the 12 parameters

mentioned inside the assessment grid. Clusters 1 and three are most similar because the space

among their very last cluster centers is the least and clusters 2 and three are maximum

diverse as the space among their final cluster facilities is maximum, as computed from the

desk of distance among very last cluster centers. As the maximum wide variety of clients are

grouped in Cluster three, we formulate designated profiles of this cluster three and cluster 2

(Most Dissimilar Cluster).

For Annual Plans

The records was accumulated from 22 consumers and processed for K-means clustering the

use of SPSS 20.0. There are four customers in cluster 1, 6 in cluster 2 and 12 in cluster 3. The

final cluster, which is used to profile the man or woman clusters on the 12 parameters

mentioned within the assessment grid. Clusters 1 and 3 are maximum comparable because

the distance among their very last cluster is the least and clusters 1 and a pair of are

maximum numerous as the distance between their very last cluster is most, as computed from

the table of distance between final cluster. As the maximum quantity of consumers are

grouped in Cluster 3, we formulate the profile of this cluster and Cluster 1.

For Life Time Plans

The information became accrued from 22 customers and processed for K-manner clustering

the usage of SPSS 20.0.There are 9 consumers in cluster 1, 6 in cluster 2 and 7 in cluster

three. Final cluster, that's used to profile the person clusters on the 12 parameters mentioned

within the evaluation grid. Clusters 2 and three are most similar due to the fact the gap

between their very last cluster is the least and clusters 1 and a pair of are most distinct as the

distance among their final cluster is most, as computed from the table of distance among final

cluster. As the maximum quantity of purchasers is grouped in Cluster 1, we formulate the

profile of this cluster and Cluster 2.

 This model attempts to study using on-line groups to study customer fee sensitivity inside

the context of the kind of Plan they subscribed, i.e. Standard, Gold and Privilege. The

complete model has been designated out within the chapter on Research Methodology.
The consumer profiling changed into achieved on the records collected the usage of K-

approach clustering and cluster memberships had been extracted and the maximum

enormous purchasers across all 3 product classes had been recognized. The desk cluster

memberships for each of the 22 consumers throughout Monthly, annual, Life time

products. In this table, the purchasers marked in gray are the ones who are members of

the maximum extensive clusters across all three types of products. They have the

potential to be the maximum dependable purchasers for the agency. Out of this pattern of

twenty-two customers, customer nos. 1, 4, eight, 10, 14, 19, and 21 demonstrate these

characteristics. Further the distinctive profiles for maximum large patron clusters for each

rate category were created. Now the K- means cluster analysis for every of the product

classes is discussed.

Plan 2

Plan 1
Price Plan 3
Change

Final
Cluster
Thus the on the basis of above statements the Second Hypothesis of the study H2 – “The

Customers is very sensitive towards any Change in their subscribed plans of their needs” is

accepted.

Consumer Trustworthiness Regression model the usage of Netnography (CTR)

Organizations build online groups as component of their Customer Relationship

Management (CRM) projects.

(i) Online consider is positively associated with returns on these CRM initiatives. CRM

is centered on focused consumer segments and powerful communique and interplay with

those segments and customers is directly associated with on line trust.

(ii) As key purchasers turn out to be opinion leaders in those customer groups, it is

critical for businesses to become aware of the additives that build trustworthiness of those

people. These opinion leaders can be ultimately leveraged by way of organizations to build

more value for their groups, manufacturers and merchandise.

(iii) Higher the diploma of perceived on line accept as true with, more the diploma of

involvement of other clients, which finally ends in more returns and economic advantages for

the enterprise.

(iv) Organizations need to examine the position of greater purchaser participation and

reciprocity which increases trustworthiness of sure consumers. There is a want for website

hosting the correct content on an organizational initiative which by means of matching

purchaser requirements helps increase a relationship between corporation and patron.

Conclusions

1. We don't forget the number of times a participant point is considered as indicative

of the trustworthiness of the player.

2. Trustworthiness isn't always a feature of durability of discussion board presence.

3. Increased participation through virtue of points outcomes in improved reciprocity, as

depicted and ultimately views that are indicative of more trustworthiness of participant.

This implies that trustworthiness and reputation of a discussion board member is a

direct characteristic of his capability to deliver correct solutions (stage of

Consumer Product Knowledge) to individuals and level of participation.

 Creation of Business Online Community Credibility model.

 Community Dynamics

The first query of Quest inures three, on Community Dynamics turned into evaluated the

usage of Factor analysis. The statistics gathered from the 50 on line community managers

become subjected to a Factor analysis,

Operational CRM

Analytical CRM Customer

Relationship
Management

Collaborative CRM

Conclusions

Participation

The potential of a network to make a contribution to member-centricity, responsiveness

and accessibility stimulates participation. Online groups maintain if users participate.

Companies will advantage if they are able to solicit long time consumer participation which

ends in growing consumer dating capital. Companies want to discover the riding forces

which useful resource this technique and it is by using reaching the right quantum of

member- centricity, responsiveness and accessibility, that corporations can decrease the

walls, both metaphorical and real, which include the partitions of distance, time and revel in.

Emotional Attachment

The potential of a network to contribute to increasing the number of members who are

emotional optimists and chance avoiders stimulates emotional attachment in the direction
of the network. This will similarly lead to advent of emotional bonds many of the

participants in addition to in the direction of the corporation. The corporations need to pick

out the riding forces which aid this manner and it's far by means of achieving the ideal blend

of emotional optimists and chance avoiders, that companies could be able to gain this.

Online Trust

The capability of an online network to boom the credibility of the organization and improve

communication across varied organizational features, stages, techniques and stakeholders can

be completed by resolving the troubles of individuals aptly, increasing inter member

reliability and creating an environment which mitigates purchaser or member uncertainty.

This ends in creation of on line agree with most of the participants and network.

Commitment

The ability of an on-line network to make a contribution to member affinity,

personalization, inducing member participation, constructing member loyalty and

member-to-member interplay stimulates dedication. The online communities preserve if

users or participants are dedicated. Companies will benefit if they are capable to solicit

lengthy time period customer dedication which results in developing commitment bonds.

Companies need to become aware of the riding forces which aid this technique and it is

via accomplishing the finest blend of member affinity, personalization, inducing

member participation, building member loyalty and member-to-member interaction, that

businesses can lessen repelling forces.

Attitude toward Switching

One of the maximum important dimensions of a web network is to prevent members

from switching from the product or community or act as a switching barrier. This can be

achieved via identity of consumers who switch for value, switch for rate and non-

switcher. The appropriate presence of those in the community will help companies to play

with the various charge effects and launch the ones campaigns so that you can increase the

variety of non-switchers.