LOVELY PROFESSIONAL UNIVERSITY DEPARTMENT OF MANAGEMENT Report on Capstone Project (Synopsis) TITLE: Relationship between websites attributes and

customer satisfaction SUBMITTED TO LOVELY PROFESSIONALUNIVERSITY In partial fulfillment of the Requirement for the award of Degree of MASTER OF BUSINESS ADMINISTRATION SUBMITTED BY: Kuldeep Tiwari Ambar Singh Archit Sharma Ankur Sood Reg no : 10809869 10804683 10800482 10800039
DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY JALANDHAR NEW DELHI GT ROAD PHAGWARA PUNJAB

Guide Name Mr.Bhagat Singh

Index
1 Introduction

2 3 4 5

Essentials attributes of great website Review of Literature Objectives of the survey Research Methodology Research design Sample design Research method Data collection

References

Introduction
With the emergence of computer-mediated communication (CMC), online stores are experimenting with attributes that are unique to the new media. There is a choice of many attributes (such as search engine, ordering system, order status tracking, customer survey, personalization, and virtual reality display, etc.), each performing a specific function and distinct from other attributes within the website. In addition to deciding which attributes to include and how to specifically operationalize the selected attributes, online store managers are also concerned about the impact of an attribute or a set of attributes on customer satisfaction and loyalty. While there is an established body of literature and decades of experience regarding the design of physical stores, the new world of online stores and website attributes are now beginning to receive attention.

The Essential Attributes of a Great Web Site

Useful, Original and Fresh Content: Your web site should have fresh and original content so that the readers can be benefited. Content is king in the web world. People usually search when they need to find some relevant information. If you are providing them with what they require, your one time readers will come back again and again and even the search engine crawlers will visit your page frequently because both the visitors and search engine crawlers always look for fresh content. Make Navigation User friendly: Simplicity is a great virtue. It is well known fact that simple simplifies the confusion and complex intensifies the confusion. If your user has a marvelous navigating experience through your website, your business is going to be generating good reputation as well revenue. Make website Interactive: In todays times, people want two way interaction. Nobody just wants to listen or speak. Make your website interactive so that people coming there should have fun. Allow them to share their own information, submit links, or make comments on the existing content. Simple but polished design: As already said simple simplifies the issue. Keep the website design very simple but it should look polished and professional. Text effects like colors and fonts
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should be carefully chosen. The main headings should be bold and the text font should be reduced as the details of information are increased. Mix of Multimedia like text, images, and videos can be used to convey message. Speed is the king: Today, patience is a virtue which almost everybody lacks. If a web page is taking so much time to load, it is sure that the readers would be exiting through that page. The loading time is affected by so many factors like graphics on page, visitors traffic, server speed, users system specifications etc. The loading time can be reduced by making sure that the server has proper bandwidth for the website or making use of CSS for graphics etc. Relevant and active links: Link building is an important factor determines your search engine results. Add you links to directories in Google, Yahoo etc. Find all the relevant links for your business and link them to your site. Simultaneously, all links on your side should be active and live. Broken links earn a bad reputation for the company.

OBJECTIVE
The purposes of this study is To find out a relationship between the customer satisfaction and websites attributes. To break the attributes in group of Attractive attribution , one dimensional attribute , must be attribute

Possible Research Findings

The research will also provide the following significances: 1. Help the organization to better understand what customers expect in e-commerce and how those expectations impact customer attitude. 2. The study will examine what the customer views as major attributes of website in ecommerce. 3. Able to investigate the major customer attitudes associated with website structure in ecommerce. 4. The study will indicate the link between the website attributes and the customer attitudes.

Review of literature
Venkatesh Shankar et (2002) The propose in this article to test and determine the relative importance of online store attributes on market response outcomes (i.e., trust, satisfaction, and loyalty), and to examine the moderating effect of online purchase experience on the impact of online store attributes on trust and satisfaction.

Byoungho Jin et al (2006) In this article they address the following questions that are becoming increasingly important to managers in service industries: Are the levels of customer satisfaction and loyalty for the same service different when customers choose the service online versus offline? The relationship between overall satisfaction and loyalty is stronger online than offline and there is a positive reciprocal relationship between loyalty and satisfaction online. These results suggest that, contrary to popular fears, the online medium could help firms build a loyal customer base. One way to do this would be to focus directly on loyalty-building initiatives, such as encouraging repeat purchases by providing well-designed online links to products and services. In this study, trust is defined as a belief or expectation that the word or promise by the merchant can be relied upon and the seller will not take advantage of the consumer vurniability.Lohse and spiller claimed that information content and website design played an important role in building customer trust as these attributes replace the salesperson and physical surroundings of a traditional retail store.
Rui Vinhas Da Silva (2007) The article talk about how to examine which brand attributes need to be

emphasised/addressed by retailers in order to achieve a positive representation of the corporate brand images in an online setting. Using bookstores as the research context, the researchs main aim is to investigate the association between the functional brand evaluation (represented by brand attributes in this study) and emotional brand evaluation (represented by the corporate brand image). Specic research questions are: Are there any associations between the brand attributes and corporate brand image of an online e-tailer.What are the most important corporate brand attributes/drivers of online corporate brand image? Emerick (1995) On the basis of previous research on the relationship between website attributes and consumers satisfaction we come to know that website attributes plays very important role for online shopping and satisfaction of customer. Several research firms have developed methodologies that attempt to measure customer satisfaction and/or overall Web site quality.
Monte Enbysk( 2010) From this articles this 10 essential elements or attributes customer wants on a website

i. ii. iii. iv. v.

How your business is unique A clear sense of what your company offers Contact information, including a phone number and physical location Third-party validation Secure Socket Layer (SSL)
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vi. vii. viii. ix. x.

Ease of use and navigation Clear guidance on your processes An ability to give feedback Clear calls to action Special offers and personalization

Vyom Munjaal Here are a few qualities a website should possess irrespective of their domain and core industry. 1. Template Design 2. Content Development 3. Captions and Meta Tags 4. Website Navigation Carlos Flavin To determine the influence that perceived usability has on the user's loyalty to websites that they visit. The results of the empirical analysis confirmed that the trust of the user increases when the user perceived that the system was usable and that there was a consequent increase in the degree of website loyalty. In the same way, greater usability was found to have a positive influence on user satisfaction, and this also generated greater website loyalty. Finally, it was found that user trust was partially dependent on the degree of consumer websitesatisfaction. Soyoung Kim (2004) online retailers would benefit from studies that examine which website attributes can be manipulated to favorably affect consumer satisfaction. The purposes of the study were (1) to examine the dimensionality of website quality for apparel retailers and (2) to determine which dimensions of website quality were significant predictors of shopper satisfaction. Data were collected from 273 female online apparel shoppers. Loiacono's WebQual instrument was used to measure shopper perceptions of websites. Factor analysis identified six dimensions of website quality: (1) web appearance, (2) entertainment, (3) informational fit-totask, (4) transaction capability, (5) response time, and (6) trust. Only three dimensions, informational fit-to-task, transaction capability, and response time, were significant predictors of shopper satisfaction.
Ki-Han Chung (2009) The purpose of this study is to identify the relationship between site characteristics, relationship quality, and word of mouth in online retailing. Based on the analysis of 279 questionnaires, the following research findings were obtained. First, all characteristics of online retailing positively affect customer satisfaction, and security has more of a positive effect on satisfaction than the other characteristics do. Second, customer satisfaction positively affects e-trust, e-commitment, and word of mouth. Third, e-trust positively affects e-commitment, and ecommitment has a positive effect on word of mouth. It was found, however, that e-trust does not positively affect word of mouth. Fourth, all characteristics of online retailing indirectly affect etrust, e-commitment, and word of mouth, and it does this by moderating customer satisfaction Sigala, Marianna (2004) This study aimed at investigating the impact of eCRM practices on

website service quality within the hotel sector. eCRM practices have been widely recognised as crucial competitive tools in the .com economy whereby travellers are becoming less loyal and price sensitive. Primary data were gathered from international guests staying at three hotel
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properties located in Greece. Findings provided evidence that eCRM practices are critically important in enhancing the utilitarian dimensions of website service quality (e.g. trust, business process, information fit to task, viable substitute, website interactivity), while guests did not report any significant impact of eCRM on the emotional aspects of website service quality (e.g. visual and emotional appeal, innovativeness).
Seock,Yoo-Kyoung Norton, Marjorie J.T.(2008) In this study, five constructs of favorite clothing website attributes were identified (i.e., product information, customer service, privacy/security, navigation, auditory experience/comparison shopping). The results of this study highlight the importance of websites' customer service features to online shoppers' purchases. Although product information, customer service, and privacy and security perceived in websites were all positively related to previous purchase from the websites, customer service was the only type of website attribute that influenced future intended purchase from the websites.

RESEARCH METHODOLOGY
Research Design Data Collection Sampling Procedure

RESEARCH DESIGN
We carried out the research using a combination of primary and secondary data. Thus I design my research on a combination basis of 1. Exploratory Research design

EXPLORATORY RESEARCH As we were unaware of the market for Internet, exploratory research helped me to gather information from the secondary resources. I referred to various magazines, internet, and industry association reports etc. and was able to gather information on the scope of e-marketing.

QUALITATIVE METHODS: o Focus Groups QUANTITATIVE METHODS: o Surveys

Data Collection
Data is the information collected from various sources. It is concerned with gather accurate and proper knowledge about the problem that is in hand. Formally there are 2 types of gathering information namely primary data and secondary data. Data collection mode: Two methods have been used to collect the relevant data, which are essential for the study, they are: Primary Data: data is collected to obtain desired information through structured questionnaire. Secondary data: - data is collected with the help of previous researches. Tools for data collection Data for this study is collected from primary data The primary data is collected through a structured questionnaire which was prepared to interview the respondents With the help of previous researches done by different researchers

Sampling
A small selection of the large group which is taken for interviewing is called sampling. A sample is taken representative and adequate which gives proper information. Sampling plan: In order to study Relationship between websites attributes and customer satisfactiononline shopping sites the following sampling plan was adopted Sample size: A sample size of two hundred was taken in order to carry the study.

Sampling unit: For this survey the target population consisted of faculties and students of LPU. Instrument of data collection is questionnaire.

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Sampling technique: A simple random technique was adopted to select the representative sample from the sampling unit.

LIMITATIONS OF THE STUDY

The study is restricted to students and faculties of LPU. The findings of the study are based on the assumption that the respondents divulged correct information. The study is relevant only to present situation and not to future. The study is time bound, due to rapid changes in the market, expectation level of consumers, introduction of new products. The study may not be applicable over a period of time

PLAN OF ANALYSIS

The data is collected from both primary and secondary sources and also been tabulated in the form of tables and drawn in to graphs depicting the various finding significantly. The data collected through questionnaire are analyzed in detail and divided in to various categories of preferences and conclusion are drawn on the possible changes are causes for brand preference and market share is given based on the research study.

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Refrences
1 http://www.sentier.us.com/blog/categories/entry/attribute-mapping-and-the-optimalprioritization-of-features.html 2 http://is2.lse.ac.uk/asp/aspecis/20060170.pdf
1) http://www.knowledgetaiwan.org/ojs/index.php/ijbi/article/viewFile/180/65

3 http://www.freepatentsonline.com/article/College-Student-Journal/177412569.html 4 http://www.acrwebsite.org/volumes/v33/v33_10007.pdf 5 http://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=2&cad=rja&ved =0CCsQFjAB&url=http%3A%2F%2Fciteseerx.ist.psu.edu%2Fviewdoc%2Fdownload% 3Fdoi%3D10.1.1.195.5344%26rep%3Drep1%26type%3Dpdf&ei=U3NyULiOH8fQrQef 6IC4BA&usg=AFQjCNGX8lwkTXjLAYFOgibZ5ZYZRa5Ig&sig2=XjqMHmc91g8pJGNgMcbB7g 6 http://ebiz.bm.nsysu.edu.tw/2012/carey/%E6%96%87%E7%8D%BB/1026/The%20Influ ence%20of%20Perceived%20Technology%20Attributes,%20Chat%20Group%20Charac teristics,%20and%20Advisor%20Communication%20Style-characteristic%20based.pdf 7 http://dl.acm.org/citation.cfm?id=1868939&dl=ACM&coll=DL&CFID=124184006&CF TOKEN=36036539

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