Study on relationship between responsible supply chain management of fresh food E-commerce platforms in China and customer loyalty

XiaoHua Ke () and Saichon Pinmanee ()

International Journal of Innovative Research and Scientific Studies, 2025, vol. 8, issue 6, 3187-3202

Abstract: This study examines how Responsible Supply Chain Management (RSCM) influences customer loyalty in China’s fresh food e-commerce platforms, integrating the European Customer Satisfaction Index (ECSI) and trust to address persistent consumer experience issues. Using structural equation modeling via SmartPLS, data from 438 validated questionnaires were analyzed to test hypotheses derived from an extended ECSI framework, incorporating RSCM dimensions (platform image, perceived quality, customer expectations), perceived value, trust, satisfaction, and loyalty. The results showed that customer satisfaction, trust, and platform image directly enhance customer loyalty. Satisfaction is positively driven by perceived value, customer expectations, and perceived quality. RSCM practices indirectly bolster loyalty through trust and satisfaction pathways, while platform image significantly shapes customer expectations and trust. Demographic variables (education, income) also partially moderate loyalty. Corporate social responsibility embedded in RSCM is critical for sustaining loyalty, with big data and AI being essential for optimizing information-sharing ecosystems in fresh produce e-commerce. For future study, platforms should prioritize RSCM transparency, streamline distribution networks, deploy predictive analytics for demand forecasting, and integrate supply chains to compress intermediaries—enhancing perceived value, trust, and consumer convenience for competitive advantage.

Keywords: Corporate social responsibility; Customer loyalty; European customer satisfaction index; Fresh food E-commerce platform; Responsible supply chain management. (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ijirss.com/index.php/ijirss/article/view/10312/2416 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aac:ijirss:v:8:y:2025:i:6:p:3187-3202:id:10312

Access Statistics for this article

International Journal of Innovative Research and Scientific Studies is currently edited by Natalie Jean

More articles in International Journal of Innovative Research and Scientific Studies from Innovative Research Publishing
Bibliographic data for series maintained by Natalie Jean ().