RESEARCH METHODOLOGIES

The primary data was collected in this research from survey method where respondents had
to respond to 15 questions on a 7point Likert scale. The data received was from the present-
day consumers of E-Commerce and out of the total 104 responses the mean age of
respondents was 22.3. The prime objective of the survey was gauging the parameters which
drive the customer satisfaction and value and the role supply chain has to play in it.

The data that was collected shows following results:

 Demographics:

Majority of the population lies between the 18-24 range followed by 25–30-year range. This
in reference to the fact that the majority of ecommerce sales are propelled by this age group.

 Consumer Satisfaction Index:

 The survey results show that that 92% of respondents experience a good to excellent service
on e-commerce platforms.

 Effect of supply chain efficiency in customer loyalty:

More than 70% of the respondents prefer buying from a company who excels in the delivery
and logistics. Therefore, supply chain factors do affect the consumer behaviour.
HYPOTHESIS TESTING:

H1: E-Commerce sales is dependent on accessibility, satisfaction and user experience.

H2: Supply chain effectiveness leads to customer satisfaction.
H3: Supply chain factors leads to customer loyalty.

Test for hypothesis has been done through regression analysis considering different
dependent and independent variables.
H1: E-Commerce sales is dependent on accessibility, satisfaction and user experience.
Dependent Variables:
 Accessibility
 Customer Satisfaction levels
 User Experience.
Independent Variable:
 Preference of buying online.

Regression Analysis:
The p-value for the accessibility stands at 0.012 showing that accessibility has an direct
influence on ecommerce. While customer satisfaction and user experience had significant
high p-values i.e., 0.66 & 0.76 respectively which shows that these two factors does not have
role to play.
H2: Supply chain effectiveness leads to customer satisfaction.
Dependent Variable:
 Delivery Speed
 Return Experience
Independent Variable:
 Overall Satisfaction
Regression Analysis:
The p-value for the return experience is 0.001 confirming the fact that return logistics drive
the customer satisfaction. Especially in Indian market the return service shows the
authenticity of product and this help the users build trust in the product. Thus it plays an
important in customer satisfaction.
H3: Supply chain factors leads to customer loyalty.
Dependent Variable:
 Delivery Speed, Real time tracking, return services.
Independent Variable:
 Customer Loyalty
Regression Analysis:
The p-value for the data set comes as 0.04 which shows that supply chain factors do lead to
customer loyalty and repeat purchases on particular e-commerce site. These factors are the
hygiene factors which keeps the customer intact with a seller.

Therefore, H1 can partially rejected while H2 and H3 can be accepted as valid hypothesis.