FACTORS IN ONLINE RETAIL SERVICE (ORS) AND THEIR IMPACT ON CONSUMER BASED BRAND EQUITY (CBBE) OF INDIAN E-TAILERS

MANAGEMENT

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.

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