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