• P-ISSN 0974-6846 E-ISSN 0974-5645

Indian Journal of Science and Technology


Indian Journal of Science and Technology

Year: 2016, Volume: 9, Issue: 15, Pages: 1-5

Original Article

Application of TQM in Resolving E-Commerce Challenges in Rural Markets


Background/Objectives: E-Commerce industry is going through a plethora of issues today that includes logistics challenges, rural penetration and many others. This paper addresses these issues. Methods/Statistical Analysis: Literature review has been identified as the strategy that summarizes existing research and helps collate various bodies of knowledge into a meaningful theory. This theory has been embedded together to form the theoretical model. Also expert opinion has been used to come up with recommendations. Findings: The expert opinion has been instrumental to come up with the solutions. The solutions based on the lines of TQM are imperative to address the issues faced by the E-Commerce in rural markets. The paper talks about how these findings will help in generalizing the solution for the E-Commerce industry. Applications/Improvements: This paper will be especially useful to online marketers, E-Commerce companies and logistics outsourcing firms operating in rural markets.

Keywords: E-Commerce, Internet Users, Rural Demographics, Total Quality Management 


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