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Titiyal, R., Bhattacharya, S., & Thakkar, J. J.
(2022). E-fulfillment across product type: a review
of literature (2000–2020). Management Research
Review.
This paper aims to review the literature on “E-fulfillment” with respect to marketing and operations issues in the current
dynamic and complex e-tailing environment and thereby generate significant insights. This paper is based on a
systematic literature review on e-fulfillment focusing on marketing and operations issues therein. This systematic
literature review consists of a critical review on e-fulfillment under planning (review question initialisation), searching
(literature search), screening (literature evaluation), extraction and synthesis and reporting phases to conceptualise
e-fulfillment. A total of 122 research articles have been reviewed to explore e-fulfillment and to develop key constructs
and propositions. Findings – This review provides the following three outcomes. First, the varied-fulfillment definitions
have been critically reviewed, leading to synthesis, and thereby, an e-fulfillment definition is provided. Further, the
variations for e-fulfillment across product types, which have been identified as a key variable for e-fulfillment, have
been explored. Second, authors find five e-fulfillment components at the marketing and operations interface: website
quality, customisation strategy, distribution strategy, last mile delivery and return management. Continuing with the
e-fulfillment interface with marketing, the linkages between e-fulfillment and select post-purchase consumer
behaviours measures across different product types have been reviewed.
The paper thus with a focus on synthesising e-fulfillment literature from a
process perspective emphasises the consumer behaviour metric for measuring
e-fulfillment performance. This study would help academicians, researchers,
e-tailers and practitioners to understand e-fulfillment from a process
perspective. For the researcher, it presents areas for future research by giving
possible research directions in this emerging area. This study also brings out the
impact of e-fulfillment according to product type on the post-purchase
consumer behaviour measures, which will help e-tailers to link e-fulfillment to
consumer behaviour metrics. The paper classifies the fragmented literature to
develop constructs and propositions for e-fulfillment. This is the first kind of
study on e-fulfillment process and its impact on select post-purchase
consumer behaviour measures across product types.
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