Purpose

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 strategy, website quality, distribution strategy, last mile delivery and return management) positively impact consumer loyalty. Except for the customization strategy, for standard regular and physical product types, all other e-fulfillment components positively impact consumer loyalty.

Practical implications

This study will be helpful to e-tail managers to configure the e-fulfillment components according to product types, thereby increasing consumer loyalty.

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.

中文翻译：

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电子履行对不同产品类型的消费者忠诚度的影响

目的

将电子履行和产品类型与购买后消费者行为指标（如忠诚度）联系起来的文献有限，尽管电子零售业增长迅速。电子履行在文献中被定义为一系列过程。此序列中的每个流程预计都会对跨产品类型的消费者忠诚度产生不同的影响。因此，导致消费者忠诚度的电子履行流程的相对重要性。本研究的目的是调查电子履行对两种产品类型的消费者忠诚度的影响：“标准、常规”和“实体产品”（例如书籍、服装等）以及“标准、非正规”和“实体”产品”（如电脑、冰箱等）使用电子零售商的峰终规则理论。

设计/方法/途径

为了了解消费者对两种产品类型的电子履行的忠诚度，SmartPLS 3 工具辅助的偏最小二乘结构方程建模方法用于数据分析，因为它避免了回归分析中参数估计的偏差。总共获得了 603 份通过在线和实际管理的问卷调查的消费者回复，并将其用于实证分析。

发现

结果表明，对于标准、非正规和实体产品，所有电子履行组件（定制策略、网站质量、分销策略、最后一英里交付和退货管理）都会对消费者忠诚度产生积极影响。除了定制策略，对于标准的常规产品和实物产品类型，所有其他电子履行组件都会对消费者忠诚度产生积极影响。

实际影响

这项研究将有助于电子零售经理根据产品类型配置电子履行组件，从而提高消费者忠诚度。

原创性/价值

虽然一些电子履行组件在文献中与消费者忠诚度相关联，但没有研究建立电子履行作为一种结构与跨产品类型的消费者忠诚度之间的联系。这对电子零售的决策者有影响，因为该研究提供了跨产品类型的电子实现策略定制，以实现电子零售中的消费者忠诚度，这是一个关键的营销指标。