Exploring quick commerce service experience: a moderated mediated investigation using SEM and fsQCA

IF 3.6 4区管理学 Q2 MANAGEMENT

Total Quality Management & Business Excellence Pub Date : 2023-05-23 DOI:10.1080/14783363.2023.2213653

Ashwarya Kapoor, Rajiv Sindwani, Manisha Goel

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引用次数: 1

Abstract

This study explores a comprehensive moderated mediated framework to understand symmetric and asymmetric connection between quick commerce service experience (QCSX) and loyalty. The research in its distinctiveness used stimulus organism response (S-O-R) theory to explain association between QCSX dimensions and loyalty. Survey data were collected from 359 q-commerce service users. Outcome of Structural equation modeling (SEM) exhibited that app design, security assurance, and fulfillment exert positive significant effect on loyalty. Interestingly, service support was not found to have significant effect on loyalty. Except service support dimension, trust is found to act as a mediator between QCSX dimensions and loyalty. Results also reported that electronic word of mouth (e-WOM) valence moderates the mediated effect of app design, security assurance and fulfillment on loyalty via trust. Fuzzy set qualitative comparative analysis (fsQCA) has also been applied to understand complex, non-linear and synergistic effects of QCSX dimensions on loyalty. Results revealed nine sufficient conditions for establishing high and low loyalty. Findings of study provide useful insights for both academicians and practitioners. Academically, this study enriches literature on consumer service experience. Practically, the study highlights specific QCSX dimensions that service providers should emphasise to frame effective strategies for increasing market share and customer retention.

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探索快速商务服务体验:使用SEM和fsQCA的有调节中介调查

本研究探索了一个全面的有调节的中介框架来理解快速商务服务体验(QCSX)与忠诚度之间的对称和非对称关系。其独特性研究采用刺激生物反应(S-O-R)理论来解释QCSX维度与忠诚度之间的关系。调查数据来自359名q-commerce服务用户。结构方程模型(SEM)结果显示，应用程序设计、安全保障和满意度对用户忠诚度有显著的正向影响。有趣的是，服务支持对忠诚度没有显著影响。除了服务支持维度外，信任在QCSX维度与忠诚之间起中介作用。电子口碑效价通过信任调节应用设计、安全保证和履行对忠诚度的中介效应。模糊集定性比较分析(fsQCA)也被用于理解QCSX维度对忠诚度的复杂、非线性和协同效应。结果揭示了建立高忠诚度和低忠诚度的九个充分条件。研究结果为学者和实践者提供了有用的见解。在学术上，本研究丰富了消费者服务体验的相关文献。实际上，该研究强调了服务提供商应该强调的特定QCSX维度，以制定有效的策略来增加市场份额和客户保留率。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Total Quality Management & Business Excellence MANAGEMENT-

CiteScore

8.90

自引率

12.80%

发文量

期刊介绍： Total Quality Management & Business Excellence is an international journal which sets out to stimulate thought and research in all aspects of total quality management and to provide a natural forum for discussion and dissemination of research results. The journal is designed to encourage interest in all matters relating to total quality management and is intended to appeal to both the academic and professional community working in this area. Total Quality Management & Business Excellence is the culture of an organization committed to customer satisfaction through continuous improvement. This culture varies both from one country to another and between different industries, but has certain essential principles which can be implemented to secure greater market share, increased profits and reduced costs. The journal provides up-to-date research, consultancy work and case studies right across the whole field including quality culture, quality strategy, quality systems, tools and techniques of total quality management and the implementation in both the manufacturing and service sectors. No topics relating to total quality management are excluded from consideration in order to develop business excellence.