The Impact of Digital Transformation in Singapore e-Tail Market
Kamaladevi Baskaran

Dr. Kamaladevi Baskaran, Department of Management and Commerce, Amity University, Dubai, UAE.
Manuscript received on 21 August 2019. | Revised Manuscript received on 07 September 2019. | Manuscript published on 30 September 2019. | PP: 2320-2324 | Volume-8 Issue-11, September 2019. | Retrieval Number: I8046078919/2019©BEIESP | DOI: 10.35940/ijitee.I8046.0981119
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Abstract: The radical and rapid customer shift from Bricks-and-Mortar retail to e-Tail (electronic retail) in the e-commerce landscape demands the enterprise to relook their business model by adding innovative strategy to survive in the highly competitive and digitally driven marketplace. To succeed in today’s business world i.e., e-business world, the e-tailers must focus on leveraging the right digital technologies for enhancing the e-customer shopping experience. In order to provide a better customer shopping experience, e-tailers need to seamlessly enable customers to quickly and easily locate their desired products/services both online and in-store. Retail industry is one of the few top segments that is projected to reap the benefits of today’s digital transformation waves. In recent years, a number of fundamental changes have occurred in the corporate world which have caused the emergence of Customer Experience Management as both a strategic field and a rapid-growing enterprise, complete with a wide array of tools and solution sets. This study aims to reveal the challenges experienced by Singapore customers during online shopping and identify the ways to overcome the customer challenges in online shopping which create the opportunities for web store owners. Given the importance of the data for this research, quantitative data has been collected though primary data source. The individual email of Singapore online shoppers has been collected and validated using the “Atomic Email Studio” Software. A structured questionnaire has been sent using Google forms. 164 samples were collected and considered for research. To attain the given objectives, the statistical tools such as Measure of Central Tendency, Standard Deviation, Analysis of Variance (ANOVA), Levey-Jennings Control, Correlation and Multiple Regression have been used. NCSS Version 10.0.5 software has been used in this research to execute the statistical and graphical tests. Customer Perceived Value (CPV), which is modern industry accepted measure of the Customer Experience, derived from customer responses to the questionnaire. The results highlights that there is a significant relationship between e-tail factors and Customer Experience.
Keywords: Digital Transformation, Singapore customers, E-tail factors, Customer Perceived Value, Customer Experience Management, Online Shopping
Scope of the Article: Knowledge Modelling, Integration, Transformation, and Management.