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Title: :  FACTORS IN ONLINE RETAIL SERVICE (ORS) AND THEIR IMPACT ON CONSUMER BASED BRAND EQUITY (CBBE) OF INDIAN E-TAILERS
PaperId: :  11733
Published in:   International Journal Of Advance Research And Innovative Ideas In Education
Publisher:   IJARIIE
e-ISSN:   2395-4396
Volume/Issue:    Volume 6 Issue 2 2020
DUI:    16.0415/IJARIIE-11733
Licence: :   IJARIIE is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author NameAuthor Institute
Dr.S.ILAYASANKARGRD Institute of Management

Abstract

MANAGEMENT
Online Retail Service (ORS), Consumer Based Brand Equity (CBBE) and E-tailers
Online Retail Service (ORS) is one of the emerging marketing philosophies in the context of E-tail management. As far as E-tailing context is concerned, retaining a large base of loyal customers is the only way to ensure profitability and sustainability of the business. By understanding various facets of ORS and their impact on Consumer Based Brand Equity (CBBE), E-tailers will be in the position to use various customer directed services strategically. The philosophy of ORS will enable E-tailers to bring about differentiation in their service tactics in such a way that customers will perceive those differentiations as unique and attractive. Here, the researcher tries to discover important factors which are hidden behind a set of service tactics that an E-tailer can use. This will enable an E-tailer to have a clear insight over the way in which customers fundamentally perceive its service tactics. Moreover, the researcher also tries to analyse how these factors impact CBBE. As CBBE reveals the worthiness of an E-tailer as a brand in the eyes of customers, this aspect of analysis assumes a significant importance. With a help of the factor analysis, the factors in connection with ORS have been identified and subsequently, a model has been developed, by running a multiple regression analysis, to identify the factors that have a significant impact on the Consumer Based Brand Equity (CBBE) of E-tailers.

Citations

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IJARIIE Dr.S.ILAYASANKAR. "FACTORS IN ONLINE RETAIL SERVICE (ORS) AND THEIR IMPACT ON CONSUMER BASED BRAND EQUITY (CBBE) OF INDIAN E-TAILERS" International Journal Of Advance Research And Innovative Ideas In Education Volume 6 Issue 2 2020 Page 1365-1375
MLA Dr.S.ILAYASANKAR. "FACTORS IN ONLINE RETAIL SERVICE (ORS) AND THEIR IMPACT ON CONSUMER BASED BRAND EQUITY (CBBE) OF INDIAN E-TAILERS." International Journal Of Advance Research And Innovative Ideas In Education 6.2(2020) : 1365-1375.
APA Dr.S.ILAYASANKAR. (2020). FACTORS IN ONLINE RETAIL SERVICE (ORS) AND THEIR IMPACT ON CONSUMER BASED BRAND EQUITY (CBBE) OF INDIAN E-TAILERS. International Journal Of Advance Research And Innovative Ideas In Education, 6(2), 1365-1375.
Chicago Dr.S.ILAYASANKAR. "FACTORS IN ONLINE RETAIL SERVICE (ORS) AND THEIR IMPACT ON CONSUMER BASED BRAND EQUITY (CBBE) OF INDIAN E-TAILERS." International Journal Of Advance Research And Innovative Ideas In Education 6, no. 2 (2020) : 1365-1375.
Oxford Dr.S.ILAYASANKAR. 'FACTORS IN ONLINE RETAIL SERVICE (ORS) AND THEIR IMPACT ON CONSUMER BASED BRAND EQUITY (CBBE) OF INDIAN E-TAILERS', International Journal Of Advance Research And Innovative Ideas In Education, vol. 6, no. 2, 2020, p. 1365-1375. Available from IJARIIE, https://ijariie.com/AdminUploadPdf/FACTORS_IN_ONLINE_RETAIL_SERVICE__ORS__AND_THEIR_IMPACT_ON_CONSUMER_BASED_BRAND_EQUITY__CBBE__OF_INDIAN_E_TAILERS_ijariie11735.pdf (Accessed : 22 October 2024).
Harvard Dr.S.ILAYASANKAR. (2020) 'FACTORS IN ONLINE RETAIL SERVICE (ORS) AND THEIR IMPACT ON CONSUMER BASED BRAND EQUITY (CBBE) OF INDIAN E-TAILERS', International Journal Of Advance Research And Innovative Ideas In Education, 6(2), pp. 1365-1375IJARIIE [Online]. Available at: https://ijariie.com/AdminUploadPdf/FACTORS_IN_ONLINE_RETAIL_SERVICE__ORS__AND_THEIR_IMPACT_ON_CONSUMER_BASED_BRAND_EQUITY__CBBE__OF_INDIAN_E_TAILERS_ijariie11735.pdf (Accessed : 22 October 2024)
IEEE Dr.S.ILAYASANKAR, "FACTORS IN ONLINE RETAIL SERVICE (ORS) AND THEIR IMPACT ON CONSUMER BASED BRAND EQUITY (CBBE) OF INDIAN E-TAILERS," International Journal Of Advance Research And Innovative Ideas In Education, vol. 6, no. 2, pp. 1365-1375, Mar-App 2020. [Online]. Available: https://ijariie.com/AdminUploadPdf/FACTORS_IN_ONLINE_RETAIL_SERVICE__ORS__AND_THEIR_IMPACT_ON_CONSUMER_BASED_BRAND_EQUITY__CBBE__OF_INDIAN_E_TAILERS_ijariie11735.pdf [Accessed : 22 October 2024].
Turabian Dr.S.ILAYASANKAR. "FACTORS IN ONLINE RETAIL SERVICE (ORS) AND THEIR IMPACT ON CONSUMER BASED BRAND EQUITY (CBBE) OF INDIAN E-TAILERS." International Journal Of Advance Research And Innovative Ideas In Education [Online]. volume 6 number 2 (22 October 2024).
Vancouver Dr.S.ILAYASANKAR. FACTORS IN ONLINE RETAIL SERVICE (ORS) AND THEIR IMPACT ON CONSUMER BASED BRAND EQUITY (CBBE) OF INDIAN E-TAILERS. International Journal Of Advance Research And Innovative Ideas In Education [Internet]. 2020 [Cited : 22 October 2024]; 6(2) : 1365-1375. Available from: https://ijariie.com/AdminUploadPdf/FACTORS_IN_ONLINE_RETAIL_SERVICE__ORS__AND_THEIR_IMPACT_ON_CONSUMER_BASED_BRAND_EQUITY__CBBE__OF_INDIAN_E_TAILERS_ijariie11735.pdf
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