A STUDY ON CUSTOMER REPURCHASE INTENSION IN

E- COMMERCE INDUSTRY

Main Project Report Submitted

in partial fulfillment of the requirements for the award
of the Degree of Master of Business Administration

By
KIRUBHA SAGAR M
Reg.No.121801060

Project Guide
Dr.Gomathi Sankar J. B.E., MBA., PhD
Assistant Professor
Saveetha School of Management

SAVEETHA SCHOOL OF MANAGEMENT

SAVEETHA INSTITUTE OF MEDICAL AND TECHNICAL SCIENCES
2018-2020
 CERTIFICATE

This is to certify that the project work entitled “A STUDY ON CUSTOMER REPURCHASE
INTENSION IN E-COMMERCE INDUSTRY” is a Bon-fide
work done by Mr. KIRUBHA SAGAR M a student of 2018-20 Batch of MBA, in partial,
fulfilment of the requirements for the, award of the Degree of Master of Business
Administration. This is an original work done by the candidate under my supervision and
guidance.

Project Guide External Examiner Dean

DECLARATAION

I, KIRUBHA SAGAR M (Regd. No.121801060) hereby declare that the project work entitled
“STUDY ON SERVICE QUALITY AND REPURCHASE
INTENSION” is a Bon-fide work done by me in partial fulfilment of the requirements for the
award of the degree of Master of Business Administration. This is my original work and it has not
been previously formed the basis for the award of any other Degree, Diploma, Fellowship or any
other similar title.
Place: KIRUBHA SAGAR M

Date: (121801060)
ACKNOWLEDGEMENT

I express my deep sense of gratitude to the management of Saveetha Institute of Medical and
Technical Sciences for permitting me to undertake this project work.

I am extremely thankful to the Dean and Professor Dr. Prasanna Sivanandam, Saveetha School
of Management, for her kind co-operation and support in completing my project work.

I am grateful to my project guide Dr.Gomathi Sankar,Assistant Professor for his cooperation

and guidance in completing my project work..

I am thankful to other faculty members of SSM for their support in completion of the project
work.
 TABLE OF CONTENT

S. NO. LIST OF FIGURE PAGE NO

CHAPTER-1 - INTRODUCTION

1.1 Introduction 1

1.2 Evaluation of Digital marketing 1-3

1.3 Digital Marketing Growth in India 3-5

1.4 Qualities of Digital marketing 5-6

INDUSTRY PROFILE
1.5 5-12

1.6 Need of the study 12

1.7 Objectives of the study 12

CHAPTER-2 - REVIEW OF LITERATURE 13-15

CHAPTER-3 - RESEARCH METHODOLOGY

3.1 Research Methodology 16

3.2 Research Design 16

3.3 Data Collection 16

3.4 Variable of the study 16-17

3.5 The purpose of the study 17

3.6 Time Dimension 17

3.7 Statistical scope of research 17-19

CHAPTER-4 - DATA ANALYSIS &
4 20-22
INTERPRETATION
 CHAPTER- 5 - SUMMARY OF FINDINGS,
5 23-24
SUGGESTIONS & CONCLUSION

6 BIBLIOGRAPHY 25

7 ANNEXURES 26-28
 CHAPTER- 1
1.1 INTRODUCTION

Today’s era of Internet has opened a gate of vast variety of opportunities for businesses.
Using social networks, one cannot only share a private picture of one’s birthday but also earn
customers for one’s business and reach them conveniently. The speed and ease with which the
digital media transmits information and help boost a business is amazing.

Digital Marketing is the term used for the targeted, measurable, and interactive marketing of
products or services using digital technologies to reach the viewers, turn them into customers, and
retain them.

The traditional manner of marketing involved businesses to advertise their products or

services on print media, radio and television commercials, business cards, bill boards, and in many
other similar ways where Internet or social media websites were not employed for advertising.
Traditional marketing policies had limited customer reachability and scope of driving customers’
buying behavior.

• Communication is bidirectional. The customer also can ask queries or make suggestions
about the business products and services.
• Medium of communication is mostly through social media websites, chat, and Email.
• There is always a fast way to develop an online campaign and carry out changes along its
development. With digital tools, campaigning is easier.
• The content is available for general public. It is then made to reach the specific audience
by employing search engine techniques.
• It is best for reaching global audience.
• It is easier to measure the effectiveness of a campaign through analytics.

1.2 EVALUATION OF DIGITAL MARKETING

The term Digital Marketing was first invented and used in the year 1990. At that time Web
1.0 platform was developed which helped users to find out their necessary information. But, it did
not allow them to share this information over the web. This time the marketers and the experts are
unaware the uses of digital marketing. They were not sure whether their strategies would work or
not because at that time the internet had not yet seen widespread deployment. Then, in 1993, the

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first clickable web-ad banner went live. At that time, HotWired purchased a few banner ads for
their promotion and advertising. This marked the beginning of the digital marketing era.
In 1994, some new technologies (First e-commerce transaction was done over the internet) were
invented and entered the market with a new mission. Yahoo was also launched in this year. Within
one year of its launching, it received 1 million hits. Yahoo has changed the definition of digital
marketing, and the companies have tried to optimize their websites so that they can get a better
rank in search engine.
In 1996, some more search engines and tools like HotBot, LookSmart, and Alexa were launched.
The first social media site Sixdegrees.com was launched in the year 1997.
The year 1998 was the golden year for digital marketing as Google was launched in this year.
Moreover, in this year also Microsoft launched MSN, and Yahoo launched Yahoo web search.
Two years later (in 2000), the internet bubble burst and all the smaller search engines were wiped
out. This creates more space and opportunities for the giants in the business.
Then, the professional social media network LinkedIn was launched in 2002.
The year 2003 was witnessed the release of WordPress and the launch of MySpace.
In 2004, Gmail was launched. The same year Facebook has gone live, and Google went public.
Next, YouTube was launched in the year 2005.
The year 2006 was another remarkable year because search engine traffic was reported to have
grown to about 6.4 billion in a single month. This year Microsoft launched an MS live search and
simultaneously, Twitter was also launched. At the same time, Amazon e-commerce sales have
crossed near about $10 billion.
In 2007, Tumblr was launched. Moreover, web streaming service Hulu was also founded in this
year. Mobile giant Apple launched its iPhone in the same year.
In the year 2008, Spotify was launched and Groupon went live.
In 2009, Google launched Instant for real-time search engine results. Google introduced products
like AdWords, which are 3 line ads that show up at the top or to the right of search engine results,
and AdSense which is a cost-per-click advertising scheme. In time, Google started to target ads
based on the interests of the customers and thus became a key player in the world of digital
business.
In 2010, Whatsapp was launched along with Google Buzz.

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In 2011, Google+ and Google Panda were launched. People have already started to spend time on
these mediums, and these mediums have surpassed the television viewership too.
2012 is the year of social media. The companies have increased their social media budget up to
64%, and Google knowledge graph has also launched. Myspace and Facebook are the popular
social media sites among the people. The companies have realized that these sites will help them
in spreading up their businesses over the internet and thus, they were desperately trying to promote
their products and brands on various social media channels. They have also tried to leverage social
media to their businesses.
In 2013, Yahoo acquired Tumblr.
In 2014, the number of mobile and smartphone users had surpassed the number of PC users.
Facebook messenger app along with tailored ads on LinkedIn and iWatch was launched. During
this year, Facebook acquired Whatsapp.
In 2015, Snapchat has launched its Discover feature. In this year several new technologies like
analytics, wearable tech, and content marketing have also invented. Facebook has also launched
its “Instant articles” in this year.
The cookie was another significant milestone in the field of digital marketing. The first cookie was
designed to record user habits. The use of the cookie has changed over the years, and cookies today
are coded to offer marketers a variety of ways to collect literal user data.
Popular social networking sites in 2017 are Facebook, YouTube, Instagram, Twitter, Reddit, etc.
Facebook has a user base of 2.01 billion (as per the record of June 30, 2017).

1.3 DIGITAL MARKETING GROWTH IN INDIA

Internet access is main-stream. It has intensified the use of mobile phones, computers, and laptops
leading to a high change in the growth of digital channels both in strength and volume. Be it social
media, surfing for information on Google or making purchases, India has transformed this medium
into a full-fledged market. And this market has flourished into creating Digital Marketing as a
prime source of bringing business through the internet! Digital Marketing is growing at a rate of

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25-30% in India annually. And if statistics are to be believed, India has reached 500 million users
of the internet by the end of 2018. India also has the World’s largest Facebook population. The
high-speed digitization, online portals, social media channels, etc lead to a growth of digital
marketing in a trend par imagination.

Door to door advertisement, word-by-mouth publicity, radio announcements, TV commercials –

India always relied on traditional methods of marketing. Until the internet happened! The tools of
marketing changed from humans to gadgets. It became easier to penetrate through a large segment
of the audience in minimal efforts. And as the number of laptop and mobile phone users keeps
expanding, digital marketing to spreads its wings wide and far.

The earliest examples of online connectivity were demonstrated with the introduction of Michael
Aldrich online shopping system. In the following years, the Thomson Holidays UK was launched,
then came the IndiaMART B2B in 1996. It was ultimately in 2007 that the launch of Flipkart, an
e-commerce marketing website changed the structure of marketing in India. What followed was a
rise in the number of people picking up mobile phones, online shopping, at-home delivery, and
internet marketing as a means to popularize the brands. And over the years the Digital Marketing
Industry has prospered into bringing a large percent of business online with its promising ability
to create a global network and flourish even the small businesses internationally. According to the
International Journal of Advanced Research Foundation, India is undergoing a golden period of
digital marketing growth ever since 2013 and the trend continues till 2020 at least.

On average an Indian spends about 4-5 hours a day scrolling through social media, emails, and
browsers. The growing market of gadgets like smartphones, laptops, tablets, etc has only increased
the pace of usage and penetrated the market to make it reach to a wider set of audience. The content
on the internet influences the lives of people big time. Display of ideas through images, videos,
texts, etc has a sound foundation into the minds of the people which translates into their living.
Digital marketing is very much about influencing the audience online with mediums of content to
increase a brand’s impact over the audience. The amount of time spent by the people on the internet
empowers digital marketers to create impactful strategies to influence consumer behavior. The
right strategy converts the audience into sales.

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From 69 million online shoppers in 2016 and more than 100 million in 2017, India has seen a
stark rise in the internet population. Ever since the launch of Digital India in 2015 as an initiative
to improve online infrastructure and digital empowerment, there has been mushrooming of a
complete market of start-ups, services and more than connect people globally. It has resulted in a
rise of active internet users, mobile connections, social media traffic and more.

1.4 QUALITIES OF DIGITAL MARKETING

Affiliate Marketing- Whether a company has 100 products to sell or 50,000 products, we have
proven experience in continuously growing Affiliate marketing networks from their humble
beginnings. Our work within an affiliate channel can range from managing relationships with
affiliates to developing links/coupons on a weekly basis.

Content Writing- Business and brand storytelling has changed the way audiences are being
persuaded. With our experienced writers, we produce compelling content for websites, blogs,
email and more using storytelling and other effective trends. We take the time to conduct extensive
research when necessary so that the content we write is gratifying for all intended audiences.

Email Marketing- Our customized email generators and experience with clients from diverse
industries puts us at a major advantage when it comes to email marketing. Not only do we generate
creative emails that increase open and click rates, we also conduct extensive A/B testing and
reporting based on performance so that only the tactics proven to work are implemented.

Google AdWords- Search engine optimization takes time. Fortunately, search engine marketing
(i.e. AdWords) can be implemented quickly for immediate results. We often kick off Google
AdWords strategies at the same time that we begin SEO efforts so that our clients may see
immediate paid results while they wait for their organic rankings to take full effect.

Graphic Design- Successful marketing includes quality design. Our designers stay up to date on
the latest trends and work closely with clients to really understand their unique brand and audience.

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All aspects of our marketing services include the need for creative design which we resourcefully
work to fulfill. In the eyes of our designers, no project can be turned down. Services for design
work include affiliate branding, website graphics, social media ads, email templates, video
advertisements and much more.

Ongoing Analysis and Reporting- Digital marketing is an ongoing process that requires continuous
analysis and reporting. We utilize Google Analytics as well as a host of additional software to
analyze key metrics, provide thorough reports, and adjust strategies as needed.

Search Engine Optimization- Search engine optimization, or the process of improving your
presence online, is a key component of digital marketing that spans all the channels. We conduct
thorough keyword research and SEO analysis to determine areas of opportunity. From there, SEO
tactics are implemented across your website, blog, social media, email marketing and more. No
stone is left unturned.

Social Media- With today’s digital solutions, social media has become a necessary platform for
both advertising and customer service. Our experts develop social media calendars which include
newly innovative content that lure current and prospective customers in. Visionary, customized
graphics with clear call-to-actions are created on a weekly basis by our graphic designers. In
addition to management, we also monitor all social media channels on a daily basis to provide
quality customer service on behalf of our clients.

1.5 INDUSTRY PROFILE

Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners and society at
large. Also included in the definition are all of the activities that help businesses reach their target
market effectively. Marketing includes activities such as public relations, sales promotion,
advertising, social media, pricing, distribution and many other functions.

Companies have increased their marketing budgets dramatically. For example, it is

estimated that companies spend over 15 billion dollars annually on marketing to JUST KIDS. This
is an increase of over 2.5 times more than they were spending in 1992. The cumulative function of

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marketing is to communicate, deliver and create value to the consumer. In addition, companies
must take into consideration their employees, stakeholders and society. The most successful
companies around engage in very consumer-oriented marketing. They spend enormous amounts
of time, money and resources examining the everyday lives of their customers and create products
to fill a need. Examples of companies that are known for creative, leading-edge marketing are
Disney, Pepsi, Apple and Procter & Gamble.

4 P’s of marketing

Product – The first of the Four Ps of marketing is product. A product can be either a tangible good
or an intangible service that fulfills a need or want of consumers. Whether you sell custom pallets
and wood products or provide luxury accommodations, it’s imperative that you have a clear grasp
of exactly what your product is and what makes it unique before you can successfully market it.

Price – Once a concrete understanding of the product offering is established we can start making
some pricing decisions. Price determinations will impact profit margins, supply, demand and
marketing strategy. Similar (in concept) products and brands may need to be positioned differently
based on varying price points, while price elasticity considerations may influence our next two Ps.

Promotion – We’ve got a product and a price now it’s time to promote it. Promotion looks at the
many ways marketing agencies disseminate relevant product information to consumers and
differentiate a particular product or service. Promotion includes elements like: advertising, public
relations, social media marketing, email marketing, search engine marketing, video marketing and
more. Each touch point must be supported by a well positioned brand to truly maximize return on
investment.

Place – Often you will hear marketers saying that marketing is about putting the right product, at
the right price, at the right place, at the right time. It’s critical then, to evaluate what the ideal
locations are to convert potential clients into actual clients. Today, even in situations where the

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actual transaction doesn’t happen on the web, the initial place potential clients are engaged and
converted is online.

Evaluation

Marketing has changed over the centuries, decades and years. The production centered system
systematically changed into relationship era of today and over the period; the specializations have
emerged such as sales versus marketing and advertising versus retailing. The overall evolution of
marketing has given rise to the concept of business development. Marketing has taken the modern
shape after going through various stages since last the end of 19th century. The Production oriented
practice of marketing prior to the twentieth century was conservative and hidebound by rules-of-
thumb and lack of information. Science & technology developments and specially the development
of information technology have now changed the way people live, the way people do business and
the way people sell and purchase. Following is a short summary of the various stages of evolution
of marketing.

Production Orientation Era: The prevailing attitude and approach of the production orientation era
was -“consumers favor products that are available and highly affordable” . The mantra for
marketing success was to “Improve production and distribution”. The rule was “availability and
affordability is what the customer wants”. The era was marked by narrow product-lines; pricing
system based on the costs of production and distribution, limited research, primary aim of the
packaging was to protect the product, minimum promotion. Advertising meant, “Promoting
products with a lesser quality”.

Product Orientation Era: The attitude changed slowly and approach shifted from production to
product and from the quantity to quality. The prevailing attitude of this period was that consumers
favor products that offer the most quality, performance and innovative features and the mantra for
marketers was ‘A good product will sell itself’, so does not need promotion.

Sales Orientation Era: The increased competition and variety of choices / options available to
customers changed the marketing approach and now the attitude was “Consumers will buy
products only if the company promotes/ sells these products”. This era indicates rise of advertising

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and the mantra for marketers was “Creative advertising and selling will overcome consumers’
resistance and convince them to buy”.

Marketing Orientation Era: The shift from production to product and from product to customers
later manifested in the Marketing Era which focused on the “needs and wants of the customers”
and the mantra of marketers was ” ‘The consumer is king! Find a need and fill it’. The approach is
shifted to delivering satisfaction better than competitors are.

Relationship Marketing Orientation Era: This is the modern approach of marketing. Today’s
marketer focuses on needs/ wants of target markets and aims at delivering superior value. The
mantra of a successful marketer is ‘Long-term relationships with customers and other partners lead
to successes.

1.Paid advertising: This includes multiple approaches for marketing. It includes traditional
approaches like TVCs and print media advertising. Also, one of the most well-known marketing
approach is internet marketing. It includes various methods like PPC (Pay per click) and paid
advertising.

2.Cause marketing: Cause marketing links the services and products of a company to a social cause
or issue. It is also well known as cause related marketing.

3.Relationship marketing: This type of marketing is basically focused on customer building.

Enhancing existing relationships with customers and improving customer loyalty.

4.Undercover marketing: This type of marketing strategy focuses on marketing the product while
customers remain unaware of the marketing strategy. It is also known as stealth marketing.

5.Word of mouth: It totally relies on what impression you leave on people. It is traditionally the
most important type of marketing strategy. Being heard is important in business world. When you
give quality services to customers, it is likely that they’d promote you.

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6.Internet marketing: It is also known as cloud marketing. It usually happens over the internet. All
the marketing items are shared on the internet and promoted on various platforms via multiple
approaches.

7.Transactional marketing: Sales is particularly the most challenging work. Even for the largest
retailers, selling is always tough especially when there are high volume targets. However with the
new marketing strategies, selling isn’t as difficult as it was. In transactional marketing the retailers
encourage customers to buy with shopping coupons, discounts and huge events. It enhances the
chances of sales and motivates the target audience to buy the promoted products.

8.Diversity marketing: It caters diverse audience by customizing and integrating different

marketing strategies. It covers different aspects like cultural, beliefs, attitudes, views and other
specific needs.

Type of digital marketing:

1. SEM: SEM or Search Engine Marketing is generally considered to cover both PPC and
SEO work. Bringing in traffic to your website via search engines is no easy task, that’s
why SEO and PPC work to look into bringing said traffic in through both paid and unpaid
means. PPC paid advertising, and SEO, which works on bringing in organic traffic. This
doesn’t mean that SEO work is free, but we’ll get into the details below.
2. SEO: We’ll start with SEO, which stands for search engine optimisation. SEO works to
make your business optimised for search engines, like Google and Bing. It’s all about
moving you up the search engine results page rankings to have better visibility for users
searching for your website. Many people don’t bother scrolling to page 2 of search engines,
so SEO is essential to work if you want to generate more business from online searches.
By no means is SEO a quick fix, when our clients sign up for SEO, we always inform them
that the process will take time to yield results.
3. PPC: PPC, or Pay-per-click, is a form of advertising on search engines, like Google and
Bing. It’s a way of moving to the top of search engine results pages by paid means. It’s
called PPC because your ad account is charged every time one of your adverts is clicked.
The cost of each ad, or CPC (cost per click), depends on the quality score of your website

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 and the selected keyword’s competition. PPC campaigns can be a short-term solution, and
many use it to shift products or seasonal deals, as a way to boost revenue. There are around
4 spots for Ads on Google, so getting your website in the for a selected keyword can be
challenging. SEO work is about your ranking being ‘earned’, but PPC your ranking on the
first page is bought.

4. Social Media Marketing: It is the process of working on marketing through, you guessed
it, social media. With social platforms like Facebook, Twitter and Instagram (to name a
few) ever growing, businesses online need to invest in social media marketing in order to
grow their following and reach a whole new pool of potential customers. Dependent on
your business type, there’s a social network out there for you.
5. Content marketing: This style of marketing is a little different than the previous ones we’ve
mentioned. It’s not so much about directly marketing products and services to customers,
but rather creating enriching and valuable content that enhances customer experience.
Some of the biggest brands in the world will actively post blogs, images and videos relating
to their business that are entertaining and informative too. It’s what establishes your
business as a brand and essentially what makes your customers like you more. It’s like
promoting your brand without the aim to an incentive to sell anything behind your posts –
simply providing information that is both enriching and engaging.
6. Email marketing: Another form of marketing is email marketing, and you’ve guessed it, it
involves email. It’s a form of direct marketing which sends information, offers, blogs etc.
directly to your mailing list’s inboxes. Through a sea of emails, your marketing email will
appear, but the trick is getting it read. Yes, it may emerge alongside 100s emails, and if
you can’t create an email that’s eye-catching, then it will be lost. Luckily there are email
marketing tools and agencies (like us), that can assist you. Email marketing is a great way
of reaching your customers, interacting with them after purchases or even sending them a
newsletter. Be warned, sending unsolicited emails will land you a place in the spam box.

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 So, make sure you’ve gathered your mailing list by your own means and not from a third-
party company. They need to be your customers or have opted into receiving your mail.
7. Influencer or Affiliate marketing: Both influencer and affiliate marketing utilise those in a
position of ‘power’, usually social media influencers or industry experts etc. This is to
assist you in marketing a product or service to their audience. It’s become more and more
popular in recent years, through sites like Instagram and YouTube, where companies will
enlist a well-known influencer, to promote their products or services on their social pages
or affiliate websites. These collaborations can involve giving away unique discount codes,
sponsored blog posts or prize draws etc. for the influencer’s audience, to build some buzz
around your brand and business.
8. Viral Marketing: You know those viral videos you see online? Well, some companies use
those as a smart form of marketing. Whether it’s teaming up with a popular viral content
creator, popular social media influencer or promoting it themselves, the idea of viral
marketing is to create something shareworthy – by making it funny, on trend and topical.
9. Radio Marketing: Whilst radio used to be solely based on radio waves, it’s now all digital.
Which means, radio advertising now falls into the realm of digital marketing (welcome to
the club radio!). Radio ads are a great way to get your business or brand heard, and it’s
never been easier to do with digital advertising.
10. Television marketing: Radio isn’t the only thing to move over to digital. There are loads
of options for those that want to advertise on television without paying expensive ad slot
costs on prime time TV. However, even with the digital shift and social fragmentation of
Television Advertising, some still consider the 30-second ad as being a vital advertising
tool in the next few years.
11. Mobile advertising: Mobile advertising is something that spans across all forms of digital
marketing we’ve mentioned above. Whether it’s mobile social ads, mobile search ads or
even mobile TV and radio ads, every form of digital marketing we’ve mentioned can be
transferred to mobile. Businesses all over the world are shifting more of their advertising
budget into mobile because consumers spend more time on their mobile devices more than
any other device.

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1.6 NEED FOR STUDY

This study has to be conducted to analyse the quality of services provided by them , as service
quality has significant impact on their satisfaction, repurchase intention, and word of mouth
communication.

1.7 OBJECTIVE OF THE STUDY

To identify the factor that impact customer Repurchase intension in online shopping

CHAPTER- 2

REVIEW OF LITERATURE

Literature review

1. The internet business writing has once in a while tended to the estimation of client view of
site administration quality in advanced promoting situations. It is contended that the current
SERVQUAL and IS-SERVQUAL instruments should be refined and approved to fit the
computerized advertising condition, as they are focused on fundamentally towards either
conventional retailing or data frameworks settings. This article approves and refines a
thorough model and instrument for estimating client saw administration nature of sites that
showcase computerized items and administrations. After a conversation of the
conceptualization and operationalization of the administration quality develop, the method
utilized in changing things, gathering information, and approving a various thing scale is
portrayed. Consequently, proof of unwavering quality and legitimacy based on
investigating information from a standard example of 260 grown-up respondents is
introduced. Suggestions for training and examination are then investigated. At last, this
paper finishes up by talking about restrictions that could be tended to in future
examinations. The last EC-SERVQUAL instrument with great unwavering quality and
legitimacy will be basic to the turn of events and testing of e-business hypotheses, and

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 furnish scientists with a typical structure for clarifying, defending, and looking at contrasts
across results.

2. Advanced trade gives the ability of purchasing and selling items, data and administrations
on the Internet and other online conditions. E-Marketing is otherwise called web
showcasing , Online advertising and web promoting. E-Marketing is an administration
procedure . The point of e-showcasing is promoting is build up keep up and long haul
relationship with clients. Web based Marketing incorporates distinguish neglected
requirements, delivering items and administrations to address those issue and estimating,
disseminating and advancing those items and administration to create a benefit. Web
crawler is the best method of web based advertising. Client relationship the executives
filled in as a device expanded utilization of web based business makes CRM a fundamental
part. E-showcasing play out a capacity inside Short timeframe. Online market open in 24
hours and multi day administration give.

3. This paper applies the SERVQUAL model to look at the effects of the five components of
administration quality on consumer loyalty and client faithfulness in the lodging business
in Malaysia, and to research which factors among said measurements (physical assets,
unwavering quality, responsiveness, confirmation and compassion) have a significant job
in influencing consumer loyalty and unwaveringness according to resort inns. Polls were
utilized to gather quantitative information for this examination by conveying an arbitrary
inspecting procedure to welcome 136 inn visitors to finish the study. The key discoveries
demonstrate that sympathy, physical assets and unwavering quality have huge jobs in
influencing by and large consumer loyalty in the Malaysian retreat inn area however that
responsiveness and confirmation were not fundamentally compelling. Sympathy was the
most noteworthy indicator of consumer loyalty among the entirety of the measurements,
and consumer loyalty has a positive relationship with client dedication in this specific
circumstance.

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4. Banks are significant budgetary administrations division, and in banking part there is an
extraordinary rivalry among the nearby and remote banks all through the world. The goal
of this exploration is to break down the impacts of apparent worth and client trust, and job
of innovation in banking administration characteristics and clients' fulfillment in Pakistani
setting. For this reason we utilized adjusted SERVQUAL model with four measurements,
for example, compassion, fitness, unwavering quality, and online assistance. An adjusted
poll was utilized to complete this study research, and gathered 830 reactions from the
clients of Pakistani financial industry. We utilized factor investigation, corroborative factor
examination, and bootstrapping strategies to do this exploration. The aftereffects of the
examination exhibited that our four-dimensional model of altered SERVQUAL
significantly affects generally speaking consumer loyalty. It is additionally closed from the
bootstrapping technique that adjusted SERVQUAL measurements and consumer loyalty
are emphatically intervened by the apparent worth and trust. At long last, it is additionally
presumed that the execution of innovation fills in as directing variable in the financial
division. The results of this exploration are helpful to the senior administration of banking
segment so as to execute the successful and altered web based financial structure to increase
upper hands, and give dynamic web based financial administrations that upgrade the norm
and simplicity of administrations to the clients and procure their certainty. The creativity
and oddity of this examination give a huge commitment in the utilization of SERVQUAL
model explicitly for the financial help quality measurements and consumer loyalty in
promoting research.

5. Online client is an individual or affiliation that buys merchandise from a retail location by
means of web. This web based buying is encouraged by organizations that convey
dispatching bundles, known as bundle conveyance organizations. The administration

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 quality is estimated by the contrast between clients' desires towards an assistance and their
genuine encounter from that administration. The target of the examination is to investigate
the relationship of online consumer loyalty with administration quality in the bundle
conveyance industry utilizing quality administration system SERVQUAL. Quantitative
information on consumer loyalty levels unveiled from polls were investigated against
administration quality elements, which was later supplanted in the administration quality
model utilizing a five-point Likert scale and directing straightforward relapse. The
consequence of the investigation discovered positive effect of dependability, affirmation
and compassion measurements of administration quality model on online clients'
fulfillment level relating to bundle conveyance organizations, with by and large
predominance of unwavering quality measurement. The examination increases the value
of the undiscovered part of bundle conveyance administration, a basic spine of internet
business. The discoveries can be material for any internet business people so as to upgrade
ideal client the executives effectiveness by concentrating on basic elements of
administration quality model and livening up consumer loyalty.

CHAPTER 3
3.1 RESEARCH METHODOLOGY
Research Methodology is the specific procedures or techniques used to identify, select, process
and analyse information about a topic. In a research paper, the methodology section allows the
reader to critically evaluate a study's overall validity and reliability. More precisely, research
methods help us to get a solution to a problem. Research Methodology, is a way to
systematically solve research problem. It is a science of studying how research is done
scientifically. Essentially it is the procedure by which the researchers go about their work of
describing, evaluating and predicting phenomenon. It aims to give the work plan of research.

3.2 RESEARCH DESIGN

Research design has been explored under diversified definitions. In respect to this report,
research design will be considered as a blueprint or framework with determined procedures
towards the collection valid data, as attained from different sources.

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3.3 DATA COLLECTION

The data collection is the fundamental procedure to state how the information regarding the
research is been collected. In this study the survey design consist of a questionnaire provided
digitally to the respondents. These respondents are students those who frequently shopping in
the online. The questionnaire was prepared as a link and sent through the mail and whatsApp.
The collected data are only the primary data. Primary data or raw data is a term for data
collected at source. This type of information is obtained from first hand sources by means of
surveys, observations and experimentation and not subjected to any processing or
manipulation and also called primary data. The question type utilizes the likert scale which is
a point scale that express how much agree or disagree with a particular statement.

3.4 VARIABLE OF THE STUDY

The variable of the study are mainly considered about the service of the e-tailer to the
customer, repurchase intension of the customer, customer satisfaction and word of mouth.

Here the variable we are going to choose is customer and company. An empirical research also
clearly outlines the methods adopted in the systematic investigation. These kinds of data can
be isolated by secondary data collection.

3.5 THE PURPOSE OF THE STUDY

Now a day’s e-tailers are facing many difficulties to attract the customer and make them
satisfied on their purchase. This goal of the research is to find out the customer satisfaction on
the service given by the e-tailer, repurchase intension of the customer in the same e-tailer on
next purchase, and whether he/she will suggest the e-tailer which the purchased recently.
This suggestion is called as word of mouth.

3.6 TIME DIMENSION

The research exploration as been expected to achieve for a period to find the effect of the
strategies on coordination’s and gracefully chain the executives. The time span where been

17
 started with the general review strategies to find the current and generally perfect. The
exploration will cover measurements of the business strategies and estimation of the
methodology

3.7 STATISTICAL SCOPE OF RESEARCH

In this examination a factual strategy is used to choose the example to ensure that the size of
the example is spoken for the whole populace. The example layout in this investigation was
chosen arbitrarily who is in the use of present day advancement. A complete number of 50
respondents was recorded and are permitted to take an interest in the overview.

The collected data were classified tabulated and analysed with the statistical tools like

• T- test
• One way Anova
• Regression

T- TEST

A t-test is an analysis of two populations’ means through the use of statistical examination; a ttest
with two samples is commonly used with small sample sizes, testing the difference between the
samples when the variances of two normal distributions are not known. A t-test looks at the
tstatistic, the t-distribution and degrees of freedom to determine the probability of difference
between populations; the test statistic in the test is known as the t-statistic. To conduct a test with
three or more variables, an analysis of variance (ANOVA) must be used.

NULL HYPOTHESIS

There is no difference between two variables.

ALTERNATIVE HYPOTHESIS

There is difference between two variables.

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ONE-WAY ANOVA

In statistics, one –way analysis of variance is a technique used to compare means of three or more
samples. This technique can be used only for numerical data. The ANOVA tests the null hypothesis
that samples in two or more groups are drawn from populations with the same mean values. 25
The results of a one –way ANOVA can be considered reliable as long as the following assumptions
are met

• Response variable residuals are normally distributed.

• Samples are independent.

• Variances of population are equal.

• Responses for a given group are independent and identically distributed normal random
variables.

NULL HYPOTHESIS

There is no difference between two variables.

ALTERNATIVE HYPOTHESIS

There is difference between two variables.

REGRESSION

In statistical modelling, regression analysis is a statistical process for estimating the relationships
among variables. It includes many techniques for modelling and analyzing several variables, when

19
the focus is on the relationship between a dependent variable and one or more independent
variables (or 'predictors')

3.8 RESEARCH TOOLS

SPSS 25 has been used to analyze the data under which certain tests like One-way Anova,
regression analysis and independent sampling T-test has been done.

CHAPTER 4

DATA ANALYSIS

1. ANOVA ANALYSIS

Analysis of Customer satisfaction & Monthly Income

Null Hypothesis: There is no difference among Monthly income and customer satisfaction level

Alternative Hypothesis: There is difference among Monthly income and customer satisfaction

Level

Table: 4.1.1

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 S.No Component F value Signifance

1 Customer satisfaction 5.812 .001

Interpretation

Table 4.1.1 shows significance value of Anova. There should be less than 0.05 for accepting the
alternative hypothesis. In this case the variable are lesser than 0.05 hence there is significant
difference among the monthly income and the customer satisfaction.

2. INDEPENDENT SAMPLE T TEST

Analysis of Gender and Customer Satsifaction

Null hypothesis: There is no difference between male and female with Customer satisfaction level.

Alternative hypothesis: There is a difference between male and female with Customer satisfaction
level.

Table: 4.2.1 Gender vs customer satisfaction

SI.NO Component T value Significant
1. Customer satisfaction 0.381 0.378

Interpretation:
This table 4.2.1 shows the significance value of independent sample t test. In this case the variable
are greater than 0.05. Hence there is no significant difference between male and female vs customer
satisfaction level

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 3. REGRESSION ANALYSIS

Table: 4.3.1 Model summary

SI.NO R R Square Adjusted R Std. Error of
Square the Estimate

1 .569a .324 .315 2.30927

a. Predictors: (constant), service quality, Repurchase Intension

Table: 4.3.2 Anovaa

Model Sum of Df Mean F Sig.
Squares Square

1 Regression 378.495 2 189.247 35.488 .000b

Residual 789.240 148 5.333
Total 1167.735 150

a. Dependent variable: Repurchase Intension

b. Predictors: (constant), Customer satisfaction, Service Quality

Table: 4.3.3 Coefficientsa

Model Unstandardized Standardized T Sig.
Coefficients Coefficients
B Std. Error Beta
1 (Constant) 2.581 1.315 1.962 .052
Service Quality .254 .061 0.308 4.192 .000

Customer .268 .053 0.372 5.058 .000

satisfaction

a. Dependent Variable: Repurchase Intension

Interpretation:

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From the table , shows that R is the correlation, its value is .569 and R square is the degree of
determinants, its value is .324. The degree of determinants shows the extent to which customer
satisfaction, service quality influence the Repurchase intension. Here the repurchase intension is
determined to an extent of 72.9% by customer satisfaction and service quality. Table shows the
value of beta and its significant value. It is found that the significant level is less than 0.05.
Hence the service quality ( β = 0.308 ), and customer satisfaction ( β = 0.372) influencing the
Repurchase intension. Since the significant is greater than 0.05, so the service quality and customer
satisfaction is negative predictor of Repurchase intension.

CHAPTER 5 SUMMARY OF FINDINGS, SUGGESTION AND

CONCLUTION
5.1 SUMMARY OF FINDINGS
5.1.1 ANOVA ANALYSIS
1. There is the difference among the Monthly income of the family and Customer Satisfaction level
in the purchase of the customer
5.1.2 T- test
1. There is no difference among the male and female in the customer satisfaction level on the
purchase

23
5.1.3 Regression
1. The finding through regression says that R is the correlation, its value is .569 and R square is
the degree of determinants, its value is .324. The degree of determinants shows the extent to which
customer satisfaction, service quality influence the Repurchase intension. Here the repurchase
intension is determined to an extent of 72.9% by customer satisfaction and service quality. The
value of beta and its significant value is found that the significant level is less than 0.05. Hence the
service quality ( β = 0.308 ), and customer satisfaction ( β = 0.372) influencing the Repurchase
intension. Since the significant is greater than 0.05, so the service quality and customer satisfaction
is negative predictor of Repurchase intension.

5.2 SUGGESTION
1. The e-tailer must improve the look and feel of the website pages for the client it will make the
client to discover the items effectively and settle on their buy choice quick.
2. The e-tailer ought to give a protected and secure installment mode to the clients.
3. The item ought to convey quick and securely to the client.
4. The data gave about the item by the e-rear ought to be truthful.
5. Unique offers ought to be given for the regular purchase.
6. The client ought to be fulfilled in each buy so the welcome ought to be accomplished for each
buy.
7. Make the arrival strategy in simple manner.

5.3 CONCLUSION

The purpose of this thesis was to gain a better understanding of the customer and e- service
quality in online shopping. In order to fulfil the purpose 27 questions were proposed to the
students who regularly purchase in the online. This study identifies the e service quality
and customer satisfaction, which in turn as significantly related to customer repurchase
intension.

24
 BIBLOGRAPHY

1. Kaila. P (2013), E- SERVQUAL and Electronic Retailing, in bansal. M and singla. B

2. Article in studia universitatis babes- bolyai, Negotia (2016)
3. Drummond, C., McGrath, H., & O'Toole, T. (2018). The impact of social media on resource
mobilisation in entrepreneurial firms. Industrial Marketing Management.

4. O'leary, D. E. (2011). The use of social media in the supply chain: Survey and extensions.
Intelligent Systems in Accounting, Finance and Management.

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 5. Denktaş-Şakar, G., & Sürücü, E. (2018). Stakeholder engagement via social media: an
analysis of third-party logistics companies. The Service Industries Journal.
6. Suma, S., Mehmood, R., Albugami, N., Katib, I., & Albeshri, A. (2017). Enabling next
generation logistics and planning for smarter societies. Procedia Computer Science.
7. Orji, I. J., Kusi-Sarpong, S., & Gupta, H. (2020). The critical success factors of using social
media for supply chain social sustainability in the freight logistics industry. International
Journal of Production Research.

ANNEXURE

QUESTIONNAIRE

ONLINE SERVICE QUALITY AND REPURCHASE INTENSION

1. Gender : (a)Male (b)female

2. Place of stay : (a)Home (b)Hostel
3. How long have u been purchasing from online store.

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 (a)Up to 2 Years (b)2.1 to 4 years

(c)4.1 to 6 years (d)Greater than 6 years

4. Device using for purchase

(a)Mobile (b)iPads (c)Computer or laptop’s

5. Monthly family income

(a)up to 20k (b)21k to 40k (c)41k to 50k (d)51k to 60k

6. Occupation of the family

(a)Govt.employee (b)Private employee (c)Business (d)House wife

7. Time of online purchase

(a)Normal (b)Seasonal (c)purchase when discount announced

SI. NO Factor SDA DA N A SA

1 e- tailer makes it easy to find what I need
2 It enables you to complete the transaction
quickly

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3 Information of the product is well organized
4 The e- tailer quickly delivers the what I order
5 The e- tailer is truthful about its offering
6 The next time I purchase any product, I will
buy from the same e- tailer

7 Sent invitation, newsletter, and new offers to

you

8 Would you like to increase your purchase

activity with this e- tailer

9 I would purchase from this e- tailer again in

the future

10 I am satisfied with my decision to purchase

from this e- tailer

11 If I had to purchase again, I would feel

differently about buying from this e- tailer

12 Satisfied with e- tailer look and feel

13 Satisfied with e- tailer packaging
14 Satisfied with e- tailer ease check out
15 I feel badly regarding my decision to buy
from this e- tailer.

16 I am unhappy that I purchase from this e-

tailer

17 Say positive things about e- tailer which you

have purchase to other people

18 Encourage friends and others to do business

with this e- tailer

19 I hesitate to refer my acquaintance to this e-

tailer

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20 Recommend this e- tailer to someone who
seeks your advice.

29