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importance of e-fulfillment processes leads 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. To know the consumer loyalty for e-fulfillment across the
two product types, the partial least square-structural equation
modeling approach aided by the Smart PLS 3 tool was used for
data analysis as it avoids biases in the parameter estimation
in regression analysis. A total of 603 consumer responses
Titiyal, R., Bhattacharya, S., Thakkar, J. J., & through an online and physically administered questionnaire
Sah, B. (2023). Impact of e-fulfillment on were obtained and were used for the empirical analysis.
Results indicate that for standard, nonregular and physical
consumer loyalty across different product products, all the e-fulfillment components (customization
types. Journal of Asia Business Studies, strategy, website quality, distribution strategy, last mile delivery
17(2), 439-461. and return management) positively impact consumer loyalty.
Except for the customization strategy, for standard regular
There is limited literature linking e-fulfillment and physical product types, all other e-fulfillment components
and product type with postpurchase consumer positively impact consumer loyalty. This study will be helpful
behavior measures like loyalty, even though to e-tail managers to configure the e-fulfillment components
there has been a rapid increase in e-tailing. according to product types, thereby increasing consumer
E-fulfillment is defined in literature as a sequence loyalty. While some e-fulfillment components have been linked
of processes. Each process in this sequence is to consumer loyalty in literature, there is no study establishing
expected to have a different impact on consumer linkages between e-fulfillment as a construct and consumer
loyalty across product type. Thus, relative
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