Measure of E-Cash on Delivery Payment Convenience Option in the Context of Demonetisation and its Effect on Customer Loyalty

Abstract

The rapidly changing business environment in India, particularly after demonetization, has made marketers understand the complex behaviour of consumers. Online retailers in India do not want to miss any opportunity to serve customers in a better way and enhance customer convenience. Since the Indian market is very dynamic, it is very important to understand the different factors affecting customer purchase decision; among these different factors, customer payment options are an important factor. Although online retailers offer several modes of payment, demonetization has changed the entire equation.  This paper studies the measure of e-COD payment convenience scale, its validity, reliability and how it affects customer loyalty.  Research methods like confirmatory factor analysis and structural equation modelling have been applied with the help of SPSS and AMOS.