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Rohit Titiyal

Title: Impact of e-fulfillment on consumer loyalty across different product types
Journal: Journal of Asia Business Studies

There is limited literature linking e-fulfillment and product type with
postpurchase consumer behavior measures like loyalty, even though there
has been a rapid increase in e-tailing. E-fulfillment is defined in literature
as a sequence of processes. Each process in this sequence is expected

to have a different impact on consumer loyalty across product type. Thus
relative importance of e-fulfillment processes leading to consumer loyalty.
The purpose of this study is to investigate the impact of e-fulfillment on
consumer loyalty across two product types: “standard, regular” and

“physical product” (e.g. book, clothing, etc.) and “standard, nonregular” and
“physical product” (e.g. computer, refrigerator, etc.) using the peak-end

rule theory for an e-tailer. Design/methodology/approach:
To know the consumer loyalty for e-fulfillment across the
two product types, the partial least square-structural
equation modeling approach aided by the SmartPLS 3

tool was used for data analysis as it avoids biases in the
parameter estimation in regression analysis. A total of 603
consumer responses through an online and physically
administered questionnaire were obtained and were used

for the empirical analysis. Findings: Results indicate that for standard, nonregular and physical products, all the
e-fulfillment components (customization strateg Originality/value: While some e-fulfillment components have been
linked to consumer loyalty in literature, there is no study establishing linkages between e-fulfillment as a construct

and consumer loyalty across product types. This has implications for decision makers in e-tail as the study provides
e-fulfillment strategy customization across product types for achieving consumer loyalty in e-tail, a key marketing
metric.

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