RESEARCH PROPOSAL ON

AN ANALYTICAL STUDY OF
CONSUMER’S SATIFACTION AND TRUST FROM UTILIZATION
OF MOBILE COMMERCE IN SURAT CITY.

SUBMITTED TO

VEER NARMAD SOUTH GUJARAT UNIVERSITY

SURAT

FOR THE DEGREE OF

DOCTOR OF PHILOSOPHY
IN COMMERCE

BY RAJKUMARI DILIP MAKVANA

TABLE OF CONTENTS

1. INTRODUCTION

2. CONCEPTUAL FRAMEWORK

3. RESEARCH METHODOLOGY

3.1 RESEARCH PROBLEM

3.2 OBJECTIVES OF RESERACH
3.3 PERIOD OF STUDY
3.4 DATA COLLECTION
3.5 TOOLS OF DATA ANALYSIS
3.6 SCOPE OF THE STUDY
3.7 LIMITATIONS OF THE STUDY
3.8 SIGNIFICANCE OF THE STUDY

4. BIBLOGRAPHY
1.INTRODUCATION
Due to rapid adoption of mobile, internet and smartphones gives the birth to new
channels to serve customer more effectively than before through the mobile-
commerce. Because of number of benefits customers getting from mobile
commerce unlike present type of commerce even more than that as well as its
rapid growth also raising its uses among customer. Customer are consider as king
of market. Where a customer habits, behavior, likes and dislikes always being the
subject of change and further will going to change. Though the m-sellers must
understood this changing behavior they have to assure better satisfaction and have
to develop an effective consumer strategy which gives assurance of m-satisfaction
to consumer who are using m-commerce.
Mobile Commerce is the new branch of E-commerce which give us new
opportunities for development of commercial and trading activities. M-commerce
is born out of explosive development and rapidly increasing uses of cell phone
and smart phone also includes PDAs which allows to customer to access internet
anywhere that is at any place, at any time for any buying and selling of products,
goods and services that is also at a reasonable rate even in the absences of
physical connectivity.
Mobile commerce can be define as Commercial transactions conducted
electronically by mobile phones, smart phones and PDAs where commercial
transactions including different type activity related with of purchasing and selling
of goods, products and services .
Moreover, there are a number of benefits given by the m-commerce to customer
Ubiquity,reachability,convenienve,dissemination,persoanalization,localiazation,in
stant contact, easy to showcase, sell internationally, potential income, low
financial cost, easy to start flexibility , speedy , boosting commercial activity etc.
Out of all this factors two main important factors customization and the second
personalization which attract to the customer towards adoption of m-commerce to
meet their own needs and wants. This wireless atmosphere proves very convenient
to the consumer which influence consumer’s behavior of buying and selling and
customer’s satisfaction and their trust towards particular product and services.
 Customer’s satisfaction and loyalty plays an important role within your business,
where your business can not cope up against this tough competitive environment,
if your business don’t be found satisfactory by the customer. Many of business
activities use to take a place for providing more and more satisfaction to the
customer thereby induce them to have faith on them.
Customer’s habits, behavior, likes, dislikes, needs and wants always being the
subject of change and are further will going to change. Even though, m-sellers are
understanding this changing behavior so that can give assurance for better and
better satisfaction and has develop different customer strategy which gives
maximum assurance of m-satisfaction to customer who are using m-commerce.
There are number of researches has been taken in consideration on m-commerce
and had also developed different theory on m-commerce like wireless network
infrastructure, mobile middleware m-commerce Theory etc. Different Researcher
has taken various factors, sub-factors and determinants were took in consideration
for measuring customer satisfaction and loyalty from m-services. They had taken
in consult the factors like privacy, convinces, tracking, accessibility,
customization, interaction, security, , system quality, content reliability, perceived
price level, visibility, different scheme, discounts, functionality of mobile device,
and availability, appearance, after sales services quality, warranty, reciprocity,
mobility, usability etc. on the basis of which they had made their own analysis and
given literature review but still there are certain factors and determines are there
which left to be uncovered. Even more customer’s satisfaction and loyalty in m-
com as key determinant for m-com success are yet not efficiently examined where
most of research is to be done on customer’s attention to accepting m-commerce
rather than on their satisfaction and trust on m-commerce.
 2. CONCEPTUAL FRAMEWORK
In a very simple words commerce is now a days becoming our blood without
which we cannot do any business activity all over world. In easy words commerce
is nothing but exchange of goods and service between two parties that is activity
of buying and selling, especially on large scale.
Commerce is that branch of business which is concerned with the exchange of
products, goods and various services which directly or indirectly facilitate the
exchange. While according to james Stephenson “commerce is an organized
system for the exchange of goods between the members of the industrial world.’’
With the passage of time the meaning of commerce has been continuously
changing especially commercialization of the Internet and World Wide Web
(WWW) has driven traditional commerce to Electronic Commerce which later
become one of the most promising channels for inter-organizational business
processes and business strategy. E-commerce is expand form of commerce which
make possible buying and selling through the computer and internet. E-commerce
commonly known as electronic commerce consisting of buying and selling of
products and services over electronic systems such as the internet and other
computer networks. Electronic commerce includes any form of economic activity
conducted via electronic connections like internet.
According to Raymond who define e-commerce as “functions which includes
exchange of information and transaction related with commercial activity like
buying and selling which will support to operate on telecommunications networks
that linking business partners (most probably customers and supplier).
While according to the WORLD TRADE ORGANISATION defines e-commerce
“production, distribution, marketing, sale or delivery of goods and services by an
electronic means.” While The Organization for Economic Co-operation and
Development (OECD) defines e-commerce as commercial transactions, involving
both organizations and individuals, that are based upon the processing and
transmission of digitized data, including text, sound and visuals images and that
are carried out over open networks (like, the internet) or closed networks (like,
AOL or Mintel) that have gateway onto an open network. With the development
there has been a number of branches of e-commerce had developed like are as
follow: B2B,B2C,C2C,B2G,G2B,C2G,G2C which prove to fruitful not just
expand the boundaries of performing business activity but also enhance its
effectiveness and productivity of performing business activity related with buying
and selling.
With the passage of time a new branch of e-commerce started which is popularly
known as M-COMMERCE (Mobile Commerce).Due to increasing contentiously
utilization of mobile phone, smart phone and other personal digital assistance this
new branch of e-commerce arose that is m-commerce. M-Commerce related
Services will provide by many companies through the development of
Infrastructure facility to change the scenario of retail selling including all types of
goods and services through the different applications which adopting Wireless
Technology on GSM / CDMA. Where the invention of M-Commerce took place
in 1997 which was again a revolutionary invention for the entire business world as
well as for the general public who really fades and tried up to visit each
department and each store for various products , goods and services.
In the simple word m-commerce is “purchasing and selling of different types of
goods, products and services through the wireless handheld device such as cell
phone, smart phone and PDAs.” M-commerce is next generation of e-commerce
where in present day m-commerce utilization has been increasing continuously
day by day where m-commerce gives benefits of access the internet without
sticking to a particular place which makes again buying and selling at any time
from any place just by the use of smart phones and PDAs. Further Mobile
Commerce describes as “any transaction with monetary value that is conducted
via a mobile telecommunications network”
Today probably 60 % to 70 % of commercial activity took the place including
various activity like mobile buying - selling, mobile movie tickets booking ,
payments of bills, remittance of funds by mobile as well as deposit of funds ,
mobile banking, online banking transaction , mobile shopping, mobile marketing,
food and vegetable delivery services etc. through the different website and
application like filpkart, amzon, zomoto, uber eats, myntra, club factory,
yebhi.com , shop clues , schoolguru.com , voodoo.com , naturally yours.com
pepperfry.com , homestudio.com , futurebazaar.com , smartshoppers.com,
easykhana.com etc. which gives different type advantages are as follow:
1) Ubiquity: it will provide the services of m-commerce at anytime and
anywhere.
 2) Reachability: with the help of internet can perform buying and selling activity
everywhere.
3) Personalization: it will provide your personal touch.
4) Dissemination: it will spread information on big platform speedy which found
to be helpful for covering more area within short period of time.
5) Convenience: it will work at your convenient.
6) Tracking order: customer can get the information about their order like where
it is, when deliver will be made etc.
7) Faster and speedy: sped up and make it faster transaction at a time will took
place.
8) 24 by 7 buying and selling: you can use this service 24by 7 hours.
9) Less time consuming: you can perform different activity in minimum time
period
Etc. Because of all this benefits it boosting different commercial activity through
the mobile. All this factors and other benefits are responsible for adopting m-
commerce and attracting to the customer more and more. Taking in consideration
the same factors how much this factors found to be effective for providing a better
level of customer’s satisfaction and maintain their trust level on it.

2.1 Customer’s Satisfaction:

Customer satisfaction has been found to be a one of the topmost and précises tools
for any successful business. moreover, customer satisfaction can be consider as a
crucial component and one of the important factor for preparing an successful
business strategy .on the basis of and on the basis of its use a Customer’s
satisfaction can be consider as barometer that helpful for measuring and for
making predictions about the future customer behavior pattern which subject of
changing and can helpful in adopting appropriate m-commerce strategy by
business. Further Customer’s satisfaction can be defined as an overall evaluation
which based on the total purchase and consumption experience with the good or
service over time from m-commerce through the uses of smart phones and PDAs.

2.2 Customers Trust:

A trust can be define as a level of faith that a customer has and putting while
utilizing m-commerce and m-services through the smart phone and PDAs. Here
trust factor consider as important because the level of trust they have will
encourage and discourage for adopting m-commerce to them and will affects to
their behavioral pattern also.
There are a number of factors which will affects to both the customers
satisfaction and trust they have on m-commerce like cultural factors, social
factors, personal factors as well as psychological factors etc. also there is strong
relationship between the customer’s satisfaction and trust which they generally got
from after utilization of m-commerce.
There has been number of research has been done by different researcher taking in
consideration m-commerce including APPLICATION OF M-COMMEREC IN
MARKET,SWOT ANALYSSIS OF M-COMMEREC ,DEVELOPMENT OF M-
COMMERCE THEORY TAKING IN COSIDERATION CUSTOMER’S
SATISFACTION AND TRUST ETC. On the basis of this we can further can
develop uncovered things on customer’s satisfaction and trust on m-commerce.

3. RESERACH METHODOLOGY
3.1 Research problem:
The basic goal of this study is to solve the different issues and problems related
with satisfaction and trust level that a customers have on m-commerce which they
get from its utilization. Now a days the scenario has been changing where
customers are diverting from traditional commerce and from e-commerce to
mobile commerce. Due to this changes arising how much mobile commerce is
capable of giving a better level of customers satisfaction and how much customer
are gaining loyalty towards mobile commerce as well as what hurdles and factors
will affects to customer while adopting and utilizing mobile-commerce further in
future. This study uses both qualitative and quantitative analysis of the relevant
research question. The study is of investigative in nature.

3.2 Research Objectives:

The aim of the study is to specify the determinant which are responsible for
adopting m-commerce as well as analyze their satisfaction and loyalty towards the
utilization of m-commerce and its services.

The main objectives of doing research are as follow:

1) To Study of satisfaction level of consumer in traditional commerce and e-

commerce.
2) To determine reasons and key determinants for diverting towards m-
commerce by customers.
3) To study the uses in different sphere of m-commerce by customers.
4) To determine Trust and loyalty factors play an important role for m-
commerce customer.
5) To study the factors affecting customers satisfaction level and trust from
use of m-commerce.
6) Determination of concrete contention which grab the customer into m-
commerce.

3.3. PERIOD OF STUDY

This study pertains to take in consideration analysis of customers satisfaction level

and trust on mobile commerce utilization and after its level from utilization of
mobile-commerce that had taken place during 2012 to 2020 which includes
gradually gaining of use of mobile commerce and launching of various type of
mobile application which boosting to the use of mobile commerce further.

3.4 DATA COLLECTION

This research work will be based on both secondary data as well as on primary
data where primary data will collected through the administration of questionnaire
will include1) How to collect data and should make it’s classification of different
customers? 2) Which statistical tools require and should adopt for statistical
Analysis? 3) Which questions should ask to them? etc., survey and discussion
with the customer of different age using different m-commerce services.
Secondary data will be collected from the organization and companies, other
application which provide the services related with m-commerce, article paper and
other theory developed by other researchers.

3.5 TOOLS OF DATA ANALYSIS

The researcher intends and wants to use various statistical tool like correlation, co-
efficiency of variation, ANOVA test, regression, and t-test. Further for analyzing
primary data collected through the questionaries’ , survey and through the other
investigation and secondary data collected from secondary research of other
researcher will use another statistical tool if it is finds to be necessary.

3.6 RESEARCH SCOPE

As the title of this study signifies, scope of this research covers to fulfilment of the
objectives, which are cited above, for the study.
This research is based on the mainly measuring the level of satisfaction and
loyalty of customer which they got from the use if m-commerce and m-services
through the mobile phone, cell phone and PDAs. this research will discusses the
opinion and experience of customers regarding the m-commerce services provided
by the different website, application and different m-sellers and also includes
Qualities of the m-services taking in consideration the different factors like
reliability, responsiveness, security, easy to use, accessibility, satisfaction, loyalty,
and trust level etc. also research will analyses the problems faced by the customer
while using the m-commerce and m-services.
The research will also evaluates the uses of m-commerce by different category of
customer as well as preparing tabular form on level of satisfaction and trust which
they got from uses of m-commerce as well as from m-services.

3.7 LIMITATIONS OF THE STUDY

1. This study has been conducted among the customer where customer’s behavior
will be the subject to change.

2. As the study involves only use of mobile commerce among customers.

3. As the data collected also included secondary data so all the limitation of
secondary data may also be acknowledged.

4. There are number of different variables as business environment, customer’s

purchasing power, technological changes and new innovations, human and social
factors etc. that will affects to the customer .

3.8 SIGNIFICANCE OF THE STUDY

This study is an empirical contribution towards expanding the boundaries of
literature on customer’s satisfaction and loyalty and trust that they have on mobile
commerce. Moreover, as this research will also take in consideration the different
factors which will affects to customer’s decision of selecting mobile commerce
where they have wide range of other option and will examines their level of
satisfaction which they get after it’s uses and level of trust towards use of mobile
commerce.

4.BIBLIOGRAPHY:

BOOKS AND REFERENCES:

1. Ajay kumar soni(2015) , A STUDY OF MOBILE COMMERCE IN NEW

GENRATION PRIVATE BANKS https://www.researchgate.net

2. Kiran Bala (2014) , ELECTRONIC COMMERCE:PROSPECTS AND PRACTICES(A

Study Of Selected Enterprises) www.shodhganga.com

3. Asghar Afshar Jahanshahi (2011) , “The Study of Organization and Management of

Electronic Commerce Applications in Small and Medium Enterprise Sector in India-
With Special Reference to Selected SMEs in Pune” www.shodhganga.com

4. Kush Dhingra1, Abhishek Bhardwaj2, Aashish Aggarwal M_COMMERCE

International Journal of Engineering Research and General Science Volume 3, Issue 2,
Part 2, March-April, 2015 ISSN 2091-2730

5. Satinder1, Niharika2 THE IMPACT OF MOBILE COMMERCE IN INDIA: A SWOT

ANALYSIS http://data.conferenceworld.in/ICSTM2/P2503-2513.pdf
 6. Kabu Khadka & Soniya Maharjan (2017) _CUSTOMER SATISFACTION AND
CUSTOMER LOYALTY www.resrerachgat.com

WEBSITES: https://www.simicart.com/mobile-commerce/m-commerce-definition.html
http://data.conferenceworld.in/ICSTM2/P2503-2513.pdf
http://pnrsolution.org/Datacenter/Vol3/Issue2/305.pdf -https://us.accion.org/resource

ABBERVATION:
E-Commerce : Electronic Commerce
M-Commerce: Mobile Commerce
PDAs : Personal Digital Assistance
B2B : Business to Business
B2C : Business to Customer
B2G : Business to Government
C2C : Customer to Customer
G2B : Government to Business
C2G : Customer to Government
G2C : Government to Customer
M-sevices : Mobile Services
M-sellers : Mobile Sellers
SWOT : Strength, weakness, opportunities, threat