The Moderating Role of Product Categories in the Relationship between Online Fulfillment, Procurement, and Consumer Repurchase Intention: A Hierarchical Analysis

Wan, Xiang; Huang, Xiaowen; Dong, Yan

doi:10.1111/jscm.12114

Cited by 10 publications

(7 citation statements)

References 56 publications

(106 reference statements)

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“…The e-mails contain an embedded URL link to the website hosting the survey, data collected within a two-month period and this e-mail campaign produced total 246 usable responses, representing an overall 20.5 percent response rate, which is within the acceptable range. This method has been employed in a recent study (Wan et al , 2016).…”

Section: Methodsmentioning

confidence: 99%

Managing online product assortment and order fulfillment for superior e-tailing service experience

Kautish

Sharma

2019

APJML

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Purpose The purpose of this paper is to bridge together seemingly disparate yet interconnected paradigmatic antecedents of e-tailing and servicescape, i.e., product assortment, order fulfillment, shopping assistance and its consequences for shopping efficiency. Design/methodology/approach The proposed conceptual model is well grounded in the extensive literature from e-tailing as well as retailing domain and to assess the plausibility of the model. Total 246 female online apparel shoppers were surveyed from an Indian university and the data were analyzed using structural equation modeling through SmartPLS. Findings The outcomes of the study indicate that the e-customer may derive a substantial share of shopping assistance and service interface through product assortment offered by e-tailing sites. Customer-perceived performance of this e-shopping process – a crucial element of e-tail servicescape – directly affects the shopping assistance, along with order fulfillment capability of retail scope. Research limitations/implications The study used a sample of graduate students at a north-west university in India, which limits the generalizability of the research to other consumer groups. The paper links a significant body of literature within a conceptually developed framework and identifies key research areas in the e-tailing realm. Practical implications By better understanding the role of product assortment as a value-added feature in online value co-creation process, the e-tail managers can leverage the proposed integrated capability to improve e-tailing performance and customer outcomes in the form of business. Social implications With rapid advancements in internet-led communication, we are witnessing the dawn of a new era of e-tail innovations around us which is expected to change the way people experience shopping. Originality/value This research is an attempt to enrich the level of understanding about online shopping environment in light of relationships among virtual and physical facets of e-tail, i.e., product assortment, order fulfillment, shopping assistance and shopping efficiency. The authors investigate customer-perceived product assortment performance in e-tailing and its significances on shopping outcomes.

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Section: Methodsmentioning

confidence: 99%

Managing online product assortment and order fulfillment for superior e-tailing service experience

Kautish

Sharma

2019

APJML

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“…The most thematically close to our research is the article by Wan et al (2016), in which the authors investigated the dependence between the product categories at the retail store level and the customers' satisfaction at the individual transaction level. The product categories, however, only concern their number and do not cover industry aspects.…”

Section: Hierarchical Linear Modeling In Management Studiesmentioning

confidence: 93%

“…To analyze the relationships between variables from organization and industry levels we applied multi-level analysis method (Lee et al, 2017). There are relatively few articles, in which such method is used in the context of e-commerce (Mithas et al, 2006;Cho et al, 2014;Venkatesan et al, 2006;Wan et al, 2016). To our best knowledge, there are no studies that investigated the dependence between logistics value and customer satisfaction at the organization level and product and service characteristics at the industry level in e-commerce.…”

Section: Introductionmentioning

confidence: 99%

Logistics as a value in e-commerce and its influence on satisfaction in industries: a multilevel analysis

Kawa

Światowiec-Szczepańska

2021

JBIM

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Purpose The purpose of this paper is to identify the components of logistics value and examine their influence on customer satisfaction in e-commerce. This study investigates the moderation effect between those two variables using the overall service level in the different industries of e-commerce. Design/methodology/approach A total of 592 correctly filled questionnaires from telephone and web interviews (computer-assisted telephone interviews and computer-assisted web interviews) were scrutinized. Hierarchical linear modeling (as a part of a wider group of multilevel modeling studies) was used to verify the dependencies between variables from an organization and industry levels. Findings The logistics factors indicated and described in the paper differently affect the value for the customer. This value is subjective and dynamic. For this reason, the online seller should develop a system to create a sustainable value proposition. It is plausible due to the possibility of choosing the type of delivery, date of collection and change thereof, as well as that of returning the product. Because of all this, the customer decides on the way of the order execution and creates the value chain. Research limitations/implications The developed model is aimed at identifying universal relationships that create the customer satisfaction mechanism for the logistics value. However, this may result in other aspects of customer satisfaction being neglected. The authors are aware that the creation of value by a company in e-commerce must be approached in a systematic manner. Practical implications The results obtained and the representativeness of the surveyed sample of companies lead to the formulation of implications for business practice. The conclusions of the research definitely indicate a need to build awareness of logistics value and its influence on customer satisfaction through the service level in the industry. Because of the identified components of the logistics value and industry characteristics, managers of online retailers can better run their businesses, increase customer satisfaction, and thus improve their performance. Originality/value It is the first study that concerns e-commerce in individual industries, with particular emphasis on logistics and its impact on customer satisfaction.

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“…Prior research suggests that logistics processes have significant impacts on customer loyalty and repurchase intentions (Heim & Sinha, 2001b; Wan et al, 2016). Online customer ratings, however, can be considered as the degree of customer satisfaction after an online purchase (Engler et al, 2015).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Given that online ratings significantly affect customers' purchase behaviors, firms have taken steps to improve the overall shopping experience. A critical component of online shopping is timely delivery of orders (Heim & Field, 2007; Wan et al, 2016). As such, retailers have started to invest in emerging Industry 4.0 technologies to improve the efficiency in processing and delivering online orders.…”

Section: Introductionmentioning

confidence: 99%

Estimating impacts of logistics processes on online customer ratings: Consequences of providing technology‐enabled order tracking data to customers

Akturk

Mallipeddi

Jia

2022

J of Ops Management

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Recent advances in logistics tracking technologies have enabled e-commerce firms to both accurately track the shipments and obtain accurate estimates of delivery times. With customers constantly tracking the status of their orders, the effects of logistics processes on customers' evaluation of their online shopping experience are relatively unknown as academic literature provides little guidance. Drawing upon the expectation-disconfirmation theory and attribution theory, and using a unique dataset assembled in collaboration with an ecommerce firm, we empirically investigate the effects of order processing and delivery times on online customer ratings. We also estimate the impact of positive deviation (i.e., early delivery) and negative deviation (i.e., late delivery) from the promised delivery date on online customer ratings and whether the impact of delivery status (early or late) depends on order cost and freight cost. Our empirical findings demonstrate that longer order processing and delivery times are associated with lower ratings. Our results also highlight that the late delivery of an order is negatively associated with ratings and that the order cost amplifies this effect. Furthermore, freight cost reduces both the negative effect of late delivery and the positive effect of early delivery on online ratings. Our results also indicate that there exist curvilinear relationships between online ratings and the number of days an online order is late or early. Specifically, the negative effect of a late delivery follows a convex-shape curve such that its impact decreases as the number of days an online order is late increases. Likewise, the positive effect of an early delivery increases at a decreasing rate as the number of days an online order is early increases. Our supplementary analyses further account for potential endogeneity issues and corroborate our main results with additional empirical evidence obtained through alternative model specifications and estimation strategies. We present important theoretical implications and managerial takeaways from our findings.

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The Moderating Role of Product Categories in the Relationship between Online Fulfillment, Procurement, and Consumer Repurchase Intention: A Hierarchical Analysis

Cited by 10 publications

References 56 publications

Managing online product assortment and order fulfillment for superior e-tailing service experience

Managing online product assortment and order fulfillment for superior e-tailing service experience

Logistics as a value in e-commerce and its influence on satisfaction in industries: a multilevel analysis

Estimating impacts of logistics processes on online customer ratings: Consequences of providing technology‐enabled order tracking data to customers

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