E-Commerce evaluation

Date: 7-July-2015 Pankaj KumarQMSSPGP14036Assignment -1 : E-Commerce Company Evaluation using E-SERVQUAL model Objective: Conduct survey based on E-SERVQUAL model proposed by A. Parsuraman to analyze the service quality for E-Commerce companys listed below 1. Amazon India 2. Flipkart 3. E-Bay 4. Snapdeal Process: Survey conducted for all the four companies to evaluate customer reactions and collect feedback of customers on the service quality delivery under following attribute 1. Efficiency 2. Availability3. Fulfillment4. Privacy/Security 5. Responsiveness 6. Compensation 7. ContactTo evaluate above mentioned 7 parameters, 18 questionnaire were designed as mentioned below and weightage was assigned to each of 7 parameters Efficiency -25% Weightage

Q1I find the site easy to operate

Q2I find the site easy to navigate

Q3The site has an attractive appearance

Q4The site creates a positive experience for me

Q5The design is appropriate to the type of site

Q6Presents information in appropriate format Service Interaction

Availability -25% Weightage

Q7Availability of brands and variety of products

Fulfillment -10% Weightage

Q8I feel confident that goods/services will be delivered as promised

Security /Privacy --10% Weightage

Q9It feels safe to complete transactions

Q10My personal information feels secure

Responsiveness -20% Weightage

Q11Makes it easy to communicate with the customer service center

Q12Easy & convenient to return product

Q13Quick delivery of products

Compensation -5% Weightage

Q14Which site offers lowest price very often

Contact-5% Weightage

Q15Creates a sense of personalization

Q16It Provides accurate & relevant information

Q17It Provides information at the right level of detail

Based on the above mentioned questionnaire list the response was collected for 25~30 peoples on performance scale of 1(Strongly disagree) to 5 (Strongly agree) . Results: 1. Efficiency -Flipkart is the most efficient among all the 4 companies surveyed 2. Availability-Amazon scored highest % in Availability parameter 3. Fulfillment - Amazon scored highest % in Availability parameter 4. Privacy/Security- Amazon scored highest % in Availability parameter5. Responsiveness Flipkart scored highest % in Availability parameter6. Compensation Amazon scored highest % in Availability parameter7. Contact- Amazon scored highest % in Availability parameter

Overall SERVQUAL Rating based on evaluation of 7 parameters , Flipkart was found best in service quality ,however Amazon seems to be very near to Flipkart ,scoring highest % in 5 among the 7 SERVQUAL parameters .

Inference : Based on survey conducted it was observed that in spite of the fact that Amazon was leading scorer on 5 among the 7 parameters of SERVQUAL model , Flip kart was the highest scorer in the overall of service quality due to its differentiating performance in Efficiency parameters , which the most important parameters to become customers first choice for shopping

Recommendation : Based on the survey result we recommend that Amazon to focus on Efficiency parameter to compete against Flip kart , as in spite of having strong technical backup their website appearance and ease of usability need to be customized based on Indian customer requirement to becomes first choice of Indian customers .

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