How Can SMEs Become More Sustainable? Modelling the M-Commerce Consumer Behaviour with Contingent Free Shipping and Customer Journey’s Touchpoints Optimisation

Eliza Nichifor, Radu Constantin Lixăndroiu, Silvia Sumedrea (), Ioana Bianca Chițu and Gabriel Brătucu
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Eliza Nichifor: Faculty of Economic Sciences and Business Administration, Transilvania University of Braşov, Colina Universității Street, No. 1, Building A, 500068 Braşov, Romania
Radu Constantin Lixăndroiu: Faculty of Economic Sciences and Business Administration, Transilvania University of Braşov, Colina Universității Street, No. 1, Building A, 500068 Braşov, Romania
Ioana Bianca Chițu: Faculty of Economic Sciences and Business Administration, Transilvania University of Braşov, Colina Universității Street, No. 1, Building A, 500068 Braşov, Romania
Gabriel Brătucu: Faculty of Economic Sciences and Business Administration, Transilvania University of Braşov, Colina Universității Street, No. 1, Building A, 500068 Braşov, Romania

Sustainability, 2021, vol. 13, issue 12, 1-27

Abstract: Digital technology is leading the transformation of business models into sustainable ones, expanding and changing the competitiveness scenario. This paper aims to promote a new sustainable retailer model shaped by contingent free shipping theory and the optimisation of the customer’s journey, enriching the scientific literature by proposing a consumer behavioural model that highlights the contribution of four selected touchpoints to the sustainable transformation of SMEs. The research was elaborated by deploying a framework that presents five analysis methods, namely, an additive function construction, a TOPSIS method, a Spearman rank correlation coefficient calculation, a content analysis and an analytic hierarchy process, which engender the new model. Discovering nine distinguished categories of e-tailers, the sustainable retailer profile was developed and the touchpoint with the greatest contribution to the transformation process was identified. The results of the study allowed the authors to propose the model as a solution to withstand the preponderant negative experience provided by analysed e-tailers to digital buyers, representing the opportunity for SMEs’ sustainable transformation and long-term growth in a competitive, ever-growing market.

Keywords: mobile commerce; sustainable retailer; contingent free shipping; consumer behaviour; customer journey’s touchpoints; business model; decision-making; optimisation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:13:y:2021:i:12:p:6845-:d:576598

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