Abstract :
Digital India is a new initiative launched by our government of India for improving the nation digitally. It creates some avenues for the businessman nationally and globally to do their business virtually without any interruption. In the wake of “Digital India,†the e-commerce business is looking for their brighter future in virtual market place. In this competitive environment, it is necessary for businessmen to improve their e-services. So, the eservice qualities become apparent to give a best service to the customers/consumers virtually. So, the researcher made this study among college students to identify the relationship among Service quality, and the customer’s perceived value and Loyalty intention to understand and serve the customers of e-tail. Hypotheses were created based on the previous
studies and tested with Pearson correlation and Regression. This study shows that there are meaningful relationships between the two sub dimensions of E-service Quality and Perceived Value. The correlation analysis shows that the Privacy and System availability factors are have low correlation with the perceived value. The perceived value is also having a significant effect on the Loyalty intention of the customers.
Keyword :
“Digital India,e-commerce, E-service Quality