QUALITATIVE RESEARCH ON ADOPTION AND EFFECTIVENESS OF CURRENTLY AVAILABLE SELF-SERVICE OPTIONS IN MYNTRA APP
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Date
2017-08-10T09:32:09Z
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Abstract
Self-service is over the phone, web, and email to facilitate customer service interactions using
automation. Self-service software and self-service apps (for example online banking apps,
web portals with shops, and self-service check-in at the airport) become increasingly
common.
The report “Qualitative research on adoption and effectiveness of currently available self-
service options in the Myntra application” is a research made to know the effectiveness of the
currently available self-service options in Myntra application compared with that of the other
online marketing applications. The main aim for the study is to find the gap between the self-
serve options and the customer care support and to help Company to provide the best self-
service options to their customers. Descriptive research method has been adopted to conduct
the study, where sample size taken was 100.
The data collected was a mix of primary and secondary data, where primary data was
collected by using one or more appropriate methods such as interview and questionnaire from
customers of Myntra and secondary data from various sources such as, company sites and
documents, research papers and other materials were collected from books and internet.
Study had certain limitations, that is an individual’s values and beliefs may have been
influenced by the idiosyncratic social environment and cultural background as such the result
findings of a city specific study like this cannot be generalized to other cities or countries.
Secondly, due to the limited period of study, the study may not be detailed, full-fledged and
utilitarian one in all aspects. Chi-square is implemented to test the hypothesis. Findings,
implication and recommendation based on the analysis are stated.
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SARATH S, 1NZ15MBA48