Master of Business Administration
Faculty / School
Faculty of Business Administration (FBA)
Committee Member 1
Akhtar Mahmud, Visiting Faculty, Department of Marketing, Institute of Business Administration (IBA), Karachi
MBA Research Project
Abstract / Summary
This project is based on the e-commerce arm of TCS; Yayvo.com. TCS has engaged us to understand the market suitability and customer preference for open-box and spot-opt delivery services. In addition to this, we have also added another dimension to the study in terms of understanding actual usability of the Yayvo platform for consumers.
The project methodology involves both quantitative and qualitative measures. In the qualitative part, interviews have been conducted of two industry professionals to gauge their views on the local e-commerce landscape and its inherent opportunities and barriers.
For the quantitative part, the usability testing is based on three factors: efficiency (time taken to complete a set of five tasks), effectiveness (respondent effectiveness judged by interviewer on a five-point scale), and satisfaction (judged through a post-test CSUQ questionnaire). The key findings of the study are shown in the next section.
Sarwar, M., Khan, M. R., Kumar, R., Mumtaz, S., & Qureshi, Z. (2020). Research on usability & value-added open-box and spot-opt delivery services (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/28
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