Customer’s preference to choose one brand over another for a need is described as customer loyalty (Chirico & Presti, 2008). As Loyalty describes the behavioral dimensions of repetitive customer also describes the providers (Pirc, 2008). E-Commerce which has taken India by storm has led itself into an evolution phase and has transformed into Mobile commerce. In this paper we investigate the customer loyalty of Gen-Z customers. Gen-Z are the people who are born after 1990.They are digitally competent, connected, socially responsible, impatient, less brand loyal and prefer green products. As 37% of Indian online users are from this cohort, we wanted to understand their loyalty behavior towards M-Commerce with respect to E-Travel (online travel ticketing). Because 70% of the total E-Commerce space is occupied by the E-Travel. We investigate 8C’s (customization, contact interactivity, care, community, convenience, cultivation, choice, and character) which identifies the impact of customer loyalty along with mobile technology which acts as catalyst for a successful transaction. The main objective of the study is to measure and develop a model to measure customer loyalty towards M-Commerce. This study dwell on Gen-Z customers in Coimbatore between the age group of 17-25. Survey is being conducted in a natural environment and the scale used is the five point Likert Scale in which 1- strongly disagree and 5- strongly agree. We use stratified sampling method in this study. The researcher identified 4 factors that affected m-loyalty. Of the total 10 factors mobile technology, character, customization and care was found to have an impact on M-loyalty. And M-loyalty was found to have impact on word of mouth factor and search factor. Redbus bagged the first position in minds of people when it comes to bus services and whereas in flight services Makemytrip bagged the first position. Managerial implication is that online retailers can focus the 10 factor model to take necessary action plans as and when there seem to be an attrition in customers or friction in expansion of the customer base.

1. Customer Loyalty
towards M-Commerce
with Respect to Gen-Z
A STUDY WITH REFERENCE TO COIMBATORE CITY
AUTHORS
PROF: R.N.BALAMURUGAN | PROF: M.SATHISH |
ADHITHYA.A
PSG INSTITUTE OF MANAGEMENT

2. Presentation Plan
 Introduction
 Need for the study and Research Gap
 Theoretical Framework
 Objectives
 Research Methodology
 Findings
 Implication and Limitations
 References

3. Introduction
 M-Commerce is mobile commerce which is used by internet abled devices.
 In July 2014, we had about 15 percent of transactions coming from mobile.
In a year, it has gone from 15 percent to 70 percent.
 India's mobile commerce market could balloon to $19 billion by 2019, up
850 percent from its current size of $2 billion.
 Surging smartphone sales in the world's second most populous country
amid a tidal wave of low-cost handsets is the key driver
 Projections by Cisco put the number of smartphone users in India at 651
million by 2019, a near five-fold jump from 140 million by end-2014.
 Gen-Z are the people who are born after 1990.They are digitally competent,
connected, socially responsible, impatient, less brand loyal and prefer green
products. 37% of Indian online users are from this cohort

4. Need for the study
 Understanding variables that influence the customer loyalty to buy through
online, needs more attention
 Mushrooming of e-commerce players have created a commoditized market,
this helps to create strategies to sell.
 Earlier studies paid much attention in developed nations where internet
penetration was very high.
 The researcher want to see how far the variables are relevant in India and
how much they influence
 To develop a model to find the customer loyalty towards M-Commerce

5. Why Coimbatore?
 Coimbatore is the 2nd largest city in Tamil Nadu, top 10 fast growing city in
India
 Has population of 35 lakhs (Census 2011)
 It’s an educational hub of the region, having 7 universities, 54 engineering
colleges, 2 medical colleges, 5 research institutes, 35 polytechnics Colleges
and more than 70 Arts and Science Colleges and a large number of schools.
 Literacy rate is 84. 31 (Census 2011)
 Strong and more number of Network Operators
 Has more youngster population

6. Literature Review
 “Emerging value propositions for M-Commerce”. (2001) a paper by Irvine Clarke
.et al explains M-Commerce as the capacity to purchase goods anywhere through
an internet enabled device.
 Shankar and all (2010) enumerated m- commerce to create a shift in the sales
image where instead of consumers arriving in the company for purchasing, it is
the seller who influences the consumer’s environment without any disturbances
through mobile devices.
 Researchers have varied beliefs when it comes to difference between e-commerce
and m-commerce. Abdelkarim and Nasereddin (2010) pondered that m-
commerce to be a subset of e-commerce where sellers carry out business with the
usage of mobile devices. But, Vrechopoulos and all (2003) consider m-
commerce to be an successor of e-commerce based on internet that offers service
and product through internet enabled devices.
 However, Feng and all. (2006) contradicted that m-commerce was more superior
e-commerce. Their argument was that m-commerce had diverse interfaces with
users, usage situations, and value chain, in comparison to e-commerce.

7. Literature Review
 According to William J. Schroer, Generation Z are those born: 1995-2012
and coming of age: 2013-2020
 Art Raymond in his article explains gen z working and spending habits as
1. Z’s are digitally connected and competent. 2. Z’s prefer to multi-task 3.
Z’s are socially responsible 4. Z’s like flexibility 5. Z’s are not brand loyal. 6.
Z’s are impatient
 Customer’s preference to choose one brand over another for a need is
described as customer loyalty (Chirico & Presti, 2008). Loyalty not only
explains about the behavioral dimensions of repetitive customers but also
the behavior of provider (Pirc, 2008). Loyalty of customers is investigated
with customer satisfaction (Ponirin, Scott, & Heidt, 2009), trust
(Rosemary & Sohi, 1997), corporate image (Islam, 2008) and with
corporate reputation (Tsai & Yang 2010; Nguyen & Leblanc 2001; Shamma
& Hassan 2009.

8. Theoretical Framework
choice
care
Conven
ience
characte
r
Contact
interactiv
ity
cultivati
on
com
mun
ity
Mobile
technol
ogy
M-
Loyalty
safety
Custom
ization

9. OBJECTIVES :
 To develop a model to find the customer loyalty towards M-Commerce
 To find most preferred bus services and flight services websites.
 To understand the relationship between gender and frequency of travel.

10. METHODOLOGY
RESEARCH METHODOLOGY
Research design Exploratory Design
Study location Coimbatore
Sampling method STRATIFIED Sampling
Instrument Pre structured Questionnaire
Pilot study 21 Respondents
Sample size 201 Respondents
Tools used spss
Statistical test used Regression, Crosstabs

11. Bus Services RANK Flight Services RANK
RED BUS 1 MAKEMYTRIP 1
ABHI BUS 2 EXPEDIA 2
BUS INDIA 5 YATRA 3
SETC 4 CLEARTRIP 4
GOIBIBO 3
•Ranking for Bus Services and Flight Services
Apps/Websites:

12. averagebudget
Total100-300
1000-
1200
300-
500
500-
800
800-
1000
gender male 6% 17% 16% 38% 23% 134
female 4% 25% 13% 39% 18% 67
Total 11 40 27 77 42 201
•A Crosstab between Gender and Average
budget to travel a common route:

13. Findings
 Researchers found that customer loyalty towards m-commerce was impacted
by factors like Customization, Care, Character, and Mobile
Technology.
 And M-Loyalty impacted factors like search and word of mouth.
 Customization(ability to tailor make the product/experience based on a
customer) has positive impact on m-loyalty.
 Care(Information about product and efforts for ensuring no breakdown
during browsing) has positive impact on m-loyalty.
 Character (image or personality that the e-retailer projects using of inputs
such as text, style, graphics, colors, logos, and slogans or themes on the
website) has positive impact on m-loyalty.
 Mobile Technology( internet connectivity and mobile screen size) has
positive impact on m-loyalty.
 Search( compare rates, explore more about products) was impacted by m-
loyalty.
 WOM( recommendation, sharing positive information) was impacted by m-
loyalty.

14. Implications
 Companies can focus on enhancing the website/app experience by increasing
the filter options so that customer can focus easily on their needs.
 M-commerce companies can focus on enhancing the user interface of the
apps so that it is run in even in 2g internet
 Companies can focus on the color, logo, icons and slogans so that its very
attractive and impacting in customers mind.
 Companies should constantly monitor competitors activity and should try to
emulate or strive to perform better in order to maintain loyalty.
 Companies should launch lucrative schemes for loyal customers in order to
expand the customers base.

15. Limitations
 Analysis was based on one particular city.
 The study was conducted with respect to e-travel
customers.

16. REFERENCES
 1. Clarke, Irvine, I,II. (2001). Emerging value propositions for M-commerce. Journal of Business
Strategies, 18(2), 133-148. Retrieved from
http://search.proquest.com/docview/204381311?accountid=38609
 2. Abdelkarim, A., & Nasereddin, H. (2010). Mobile Commerce. Journal of Mathematics and
Technology.
 3. Ladda, S. (2015, February 1). E Commerce in India - Accelerating growth. Retrieved
December 21, 2015, from http://www.pwc.in/assets/pdfs/publications/2015/ecommerce-in-
india-accelerating-growth.pdf
 4. Natanson, E. (2015, July 22). India's mobile commerce revolution. Retrieved December 21,
2015, from http://yourstory.com/2015/07/mobile-commerce-revolution/
 5. Raymond, A. (n.d.). FDMC Best Pratices in Woodworking Technology and Business.
Retrieved December 21, 2015, from
http://www.fdmcdigital.com/ArticleDetails/tabid/162/ArticleID/85792/Default.aspx
 6. Chirico, P. & Presti, A. L. (2008). A customer loyalty model for services based on a
continuing relationship with the provider. Journal of Marketing, 3, 168-171.

17. REFERENCES
 7. Pirc, M. (2008). Determinants, contexts, and measurements of customer loyalty. Economics
and Business, 46, 127- 152.
 8. Sharif, M. S., Shao, B., Xiao, F., & Saif, M. K. (2014). The impact of psychological factors on
consumers trust in adoption of M-commerce. International Business Research, 7(5), 148-155
 9. M-commerce poised to take off. (2001). Malaysian Business, 09
 10. Mishra, S., PhD. (2014). Adoption of M-commerce in india: Applying theory of planned
behaviour model. Journal of Internet Banking and Commerce, 19(1), 1-17.
 11. Day G.S., 1970, Buyer Attitudes and Brand Choice Behavior, New York, The Free Press
 12. Jacoby J. e Chestnut R.W., 1978, Brand Loyalty. Measurement and Management, New York,
Wiley
 13. Wernerfelt B., 1991, Brand Loyalty and Market Equilibrium, "Marketing Science", Summer,
229-245
 14. Keaveney S.M., 1995, Customer Switching Behavior in Service Industries: An Exploratory
Study, "Journal of Marketing", April, 71-82

18. REFERENCES
 15. Assael H., 1995, Consumer Behavior and Marketing Action, Cincinnati, South Western
College Publishing
 16. Generation Z: A tech timebomb. (2014, 08). Marketing,, Retrieved from
http://search.proquest.com/docview/1551171656?accountid=38609
 17. Zeithaml, Valarie A., Leonard L. Berry, and A. Parasuraman (1996). The behavioral
consequences of service quality, Journal of Marketing, 60 (April), 31–46.
 18. Boulding, William, Ajay Kalra, Richard Staelin, and Valarie A. Zeithaml (1993). A dynamic
process model of service quality: from expectations to behavioral intentions, Journal of
Marketing Research, 30 (February), 7–27.
 19. Zeithaml, Valarie A., Leonard L. Berry, and A. Parasuraman (1996). The behavioral
consequences of service quality, Journal of Marketing, 60 (April), 31–46.
 20. Zaman, K., Bibi, S., Arshad, A., & Shahzad, A. (2012). Customer loyalty in FMCG sector of
pakistan. Information Management and Business Review, 4(1), 41-48.
 21. Wong, W. P., Lo, M., & Ramayah, T. (2014). THE EFFECTS OF TECHNOLOGY ACCEPTANCE
FACTORS ON CUSTOMER E-LOYALTY AND E-SATISFACTION IN MALAYSIA. International
Journal of Business and Society, 15(3), 477-502

19. THANK
YOU 
