Date: 7-July-2015

QMSS

Pankaj Kumar
PGP14036

Assignment -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.
2.
3.
4.

Amazon India
Flipkart
E-Bay
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.
2.
3.
4.
5.
6.
7.

Efficiency
Availability
Fulfillment
Privacy/Security
Responsiveness
Compensation
Contact

To evaluate above mentioned 7 parameters, 18 questionnaire were designed as mentioned below

and weightage was assigned to each of 7 parameters
Q1
Q2
Q3
Q4
Q5
Q6
Q7

Q8
Q9
Q1
0

Efficiency -25% Weightage

I find the site easy to operate
I find the site easy to navigate
The site has an attractive appearance
The site creates a positive experience for me
The design is appropriate to the type of site
Presents information in appropriate format Service Interaction
Availability -25% Weightage
Availability of brands and variety of products
Fulfillment -10% Weightage
I feel confident that goods/services will be delivered as
promised
Security /Privacy --10% Weightage
It feels safe to complete transactions

My personal information feels secure

Responsiveness -20% Weightage
Q11 Makes it easy to communicate with the customer service center
Q1
2
Easy & convenient to return product
Q1 Quick delivery of products

Date: 7-July-2015
QMSS

Pankaj Kumar
PGP14036

3
Compensation -5% Weightage
Q1
4
Q1
5
Q1
6
Q1
7

Which site offers lowest price very often

Contact-5% Weightage
Creates a sense of personalization
It Provides accurate & relevant information
It 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.
2.
3.
4.
5.
6.
7.

Efficiency -Flipkart is the most efficient among all the 4 companies surveyed
Availability-Amazon scored highest % in Availability parameter
Fulfillment - Amazon scored highest % in Availability parameter
Privacy/Security- Amazon scored highest % in Availability parameter
Responsiveness Flipkart scored highest % in Availability parameter
Compensation Amazon scored highest % in Availability parameter
Contact- Amazon scored highest % in Availability parameter

Date: 7-July-2015
QMSS

Pankaj Kumar
PGP14036

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 .

Date: 7-July-2015
QMSS

Pankaj Kumar
PGP14036

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 .