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E-fulfillment dimensions and its influence on customers in e-tailing: a critical review

Nikunj Kumar Jain (Department of Quantitative Techniques and Operations Management, Fore School of Management, New Delhi, India)
Hasmukh Gajjar (Operations Management and Quantitative Techniques Area, Indian Institute of Management Indore, Indore, India)
Bhavin J. Shah (Operations Management and Quantitative Techniques Area, Indian Institute of Management Indore, Indore, India)
Ashish Sadh (Marketing Area, Indian Institute of Management Indore, Indore, India)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 10 April 2017

2836

Abstract

Purpose

The purpose of this paper is to understand the dimensions of the e-fulfillment process and its influence on customers in pure e-tailing; to classify the pertinent literature that has evolved over time addressing relevant managerial issues; and to identify the gaps between the practices prevalent in the e-fulfillment and those suggested by academicians to develop insights for future research.

Design/methodology/approach

A critical systemic literature review approach was used for the study with quantitative and qualitative analysis.

Findings

The authors identified seven dimensions of e-fulfillment in the literature on pure e-tailing: e-business quality, product quality, pricing, availability, timeliness, condition and ease of return and explored its linkages with shopping satisfaction and repurchase intention of customers in e-tailing.

Research limitations/implications

The study was skewed toward an empirical approach. The study does not include many of the analytical models in this space.

Practical implications

This study helps e-tailers, academicians and practitioners understand critical dimensions of e-fulfillment and its influence on customers in the pure e-tailing setting in order to design customer-centric e-fulfillment architecture.

Originality/value

The study identified seven dimensions of e-fulfillment in the literature and explored its influence on shopping satisfaction and repurchase intention of customers in pure e-tailing. This is the first compilation of standalone/isolated studies available in the literature to provide e-tailers and academicians meaningful insights into e-fulfillment in the pure e-tailing setting.

Keywords

Citation

Jain, N.K., Gajjar, H., Shah, B.J. and Sadh, A. (2017), "E-fulfillment dimensions and its influence on customers in e-tailing: a critical review", Asia Pacific Journal of Marketing and Logistics, Vol. 29 No. 2, pp. 347-369. https://doi.org/10.1108/APJML-11-2015-0167

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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