Divansh

u
Kakkar

Priyash
a Dutta

Identification of SERVQUAL
Factors
for E-Commerce sector and
ranking
them using AHP
Shwet
a Ved

Sneha
Kundu

Group
10

Shirsh
o
Ghosh

E-commerce industry (Kakkar)

Mention that we are doing the study on E-tail, matlab
icons de dena and then highlight the e-tail icon
Growth drivers

Problem Definition
Reliability

Assurance

Responsiveness
Empathy

Tangibles

How are
Which
they
Service
Factors
relevant
Factors?
ranked?

to measure the
performance of the ecommerce industry

SPS
S
Introduction

Problem
Definitio
n

Literatur
e
Review

The
Concep
t

Variable
s

AH
P
Analysis

Implicatio
n

Literature Review Eservqual(Sneha)

Literature Review AHP(Shweta)

Methodology

TRADTIONAL SERVICE
INDUSTRY

Reliability

Factor analysis using

SPSS

Responsiven
ess
Assurance
Empathy

Genesis of E-Servqual
attributes

Tangibles

Introduction

Problem
Definitio
n

Literatur
e
Review

20 subattributes

The
Concep
t

Variable
s

Analysis

Implicatio
n

Variables and scale explained

List of Variables
The Likert Scale

Introduction

Problem
Definitio
n

Literatur
e
Review

The
Concep
t

Variable
s

Analysis

Implicatio
n

Discriminant Analysis
Canonical Discriminant
Function Coefficients

Purpose : Gender
dependency Eigenvalues
Function
1

Function
1

Eigenvalue
% of Variance
Cumulative %
.724a
100.0
100.0

Canonical
Correlation
.648

Wilks' Lambda
Test of Function(s)
1

Wilks' Lambda
.580

Chi-square
31.588

df

Sig.
20

.048

Functions at Group Centroids

Function
GENDER_CD
0

1
.968

Introduction

-.726

Problem
Definitio
n

Literatur
e
Review

The
Concep
t

Variable
s

SKILL_PER
SAFE_TRANS
COURTEOUS
KNOW_ANS
PRIVI_ATT
CUST_CARE
BEST_INT
NEED_UND
SERVICE
TECH
WEB_APP
EASE_OPS
OFF_PROM
DEPEND
FTR
OPT_TIME
DISP_COMM
RESP_REACT
WILL_HELP
ANS_REQ
(Constant)

Analysis

Implicatio
n

.415
-.208
-.095
.566
-.220
.139
-.074
-.231
.363
.602
-.863
.313
-.811
.256
-.252
.104
.813
-.093
-.023
-.291
-1.814

Factor Analysis

SKILL_PER
SAFE_TRANS
COURTEOUS
KNOW_ANS
PRIVI_ATT
CUST_CARE
BEST_INT
NEED_UND
SERVICE
TECH
WEB_APP
EASE_OPS
OFF_PROM
DEPEND
FTR
OPT_TIME
DISP_COMM
RESP_REACT
WILL_HELP
ANS_REQ

Introduction

Problem
Definitio
n

Literatur
e
Review

The
Concep
t

Rotated Component Matrixa

Component
1
2
3
4
.107
.191
-.084
.061
.280
-.228
.482
-.024
.642
.411
.195
.073
.593
.119
.110
-.049
.085
.696
.246
-.031
.337
.370
.023
.263
.167
.747
.309
.120
.491
.609
.074
-.063
.195
.643
-.017
.346
.112
.309
.700
.227
.114
.137
.824
.102
.205
.291
.629
.112
.217
.489
.309
.098
.657
.281
.157
.107
.791
.081
.149
.107
.158
.168
.109
.785
.150
-.009
.179
.844
.468
.145
.414
.473
.767
.124
.130
.342
.610
.246
.115
.393

Variable
s

Analysis

Implicatio
n

5
.856
.616
.307
.508
.214
.512
-.105
.024
.159
.161
.056
-.126
.118
.123
.252
.190
-.054
-.043
.043
.021

New Attributes
Reliability

Customer Support

Consistently courteous, Sufficient knowledge, Dependability in a

way they offer service, First time - they get it right

Responsiven
ess

E-Reliability

Skilled Personnel, Feel safe while transacting online, Listens to

you with care

Privileged and received attention, Customer best interest at heart,

Firms understand the specific needs, Anything you want - you are
served 24x7, They provide you offer as promised

Assurance

Personalisation

Empathy

Technological
Expertise

Updated with latest state of the art technology, Visually

appealing and aesthetically pleasing website, Ease of navigation

Tangibles

Effectiveness

Service offering time is optimal, Delivery details are

communicated, Firms are prompt at response and reaction

Introduction

Problem
Definitio
n

Literatur
e
Review

The
Concep
t

Variable
s

Analysis

Implicatio
n

10

AHP Calculation(Priyasha)

Flipkart lacks in Service quality

parameters (Priyasha)

Recommendations (Priyasha)

Appendix
Questionnaire
SPSS output
AHP Output