Published Paper Details:

E-tailing is one of the fastest growing industries in India. Even the brick and mortar retailers are also showing keen interest in ensuring their presence in this online market space as a part of their omni-channel strategy to reach out to their customers. The COVID-19 pandemic induced restrictions on movement of people accelerate the pace of growth of the e-tailing in India. Given this scenario, there is an intense competition among the players to capture the patronization of a large chunk customers on consistent basis. Therefore, connecting with customers at emotional level is imperative to win over the good will and loyalty of the customers. This is the ultimate antidote against travails of intense rivalry that one witnesses in Indian e-tailing. ORS is once such construct through which an e-tailer can understand that to what extent and at what level it connects with customers emotionally. This insight will help an e-tailer to change their strategies to have a better relationship with its customers. The research explores the impact of ORS on CBBE of market leaders, amazon.in and flipkart.com as CBBE is positively connected with loyalty. It also shows that how these market leaders perform on ORS. At the end of this paper, the researcher gives many suggestions to e-tailers to improve their ORS.