Optimizing fashion e-commerce : the impact of quick delivery, sustainable practices and competitive pricing on customer satisfaction and delivery efficiency

Arora, Neha (author), Chaudhary, Kavita (author)

This study investigates the interplay between customer satisfaction, delivery efficiency, pricing strategies, ESG (environmental, social and governance) sustainability practices and quick third-party delivery systems within the fashion e-commerce sector. The findings reveal that quick third-party delivery services significantly enhance customer satisfaction (β = 0.135, p < 0.001) and improve delivery efficiency through strategic partnerships with providers such as Blinkit and Rapido (β = 0.651, p < 0.001). The adoption of ESG sustainability practices, such as e-bikes and e-rickshaws as a mode of transportation, has a significant impact on quality assurance for sustainable deliveries (β = 0.684, p < 0.001), which can be linked to customer satisfaction and brand recognition. This research emphasizes that customer satisfaction plays a mediating role in the linkage of delivery efficiency to pricing strategies (β = 0.789, p < 0.001), bridging operational performance to cost-effectiveness. Moreover, technology adoption moderates the relationship between eco-friendly delivery assurance and customer satisfaction (β = 0.191, p < 0.001), while with accessible and user-friendly digital platforms, sustainable practices have more impacts. These results underscore the need for expedient, sustainable and customer-centric delivery approaches that address evolving consumer needs. This research can provide insights to achieve long-term customer loyalty and sustainable growth with global sustainability objectives.

• Language: English
• Keywords: fashion e-commerce, customer satisfaction, ESG sustainability, quick delivery services, pricing strategy, delivery efficiency, sustainable logistics, third-party delivery
• Work type: Article
• Typology: 1.01 - Original Scientific Article
• Organization: NTF - Faculty of Natural Sciences and Engineering
• Publication status: Published
• Publication version: Version of Record
• Year: 2025
• Number of pages: Str. 321-332
• Numbering: Vol. 68, no. 3
• PID: 20.500.12556/RUL-177297
• UDC: 677:658.8
• ISSN on article: 0351-3386
• DOI: 10.14502/tekstilec.68.2025035
• COBISS.SI-ID: 261455107
• Publication date in RUL: 22.12.2025

Record is a part of a journal

• Title: Tekstilec : glasilo slovenskih tekstilcev
• Shortened title: Tekstilec
• Publisher: Zveza inženirjev in tehnikov tekstilcev, Splošno združenje tekstilne industrije, Zveza inženirjev in tehnikov tekstilcev, Splošno združenje tekstilne industrije, Društvo inženirjev in tehnikov tekstilcev, Univerza v Ljubljani, Naravoslovnotehniška fakulteta, Oddelek za tekstilstvo, Založba Univerze v Ljubljani
• ISSN: 0351-3386
• COBISS.SI-ID: 763396

Licences

• License: CC BY 4.0, Creative Commons Attribution 4.0 International
• Link: http://creativecommons.org/licenses/by/4.0/
• Description: This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.

Secondary language

• Language: Slovenian
• Title: Optimizacija modnega e-trgovanja : vpliv hitre dostave, trajnostnih praks in konkurenčnih cen na zadovoljstvo strank in učinkovitost dostave

Abstract

Študija raziskuje medsebojno povezanost med zadovoljstvom strank, učinkovitostjo dostave, strategijami določanja cen, trajnostnimi praksami ESG (angl. Environmental, Social and Governance; slo. okoljski, socialni in upravljavski vidiki) ter hitrimi dostavnimi sistemi preko tretjih oseb v sektorju modnega e-trgovanja. Rezultati kažejo, da hitre dostave preko tretjih oseb pomembno vplivajo na zadovoljstvo strank (β = 0,135, p < 0,001) in izboljšujejo učinkovitost dostave preko strateških partnerstev s ponudniki, kot so Blinkit in Rapido (β = 0,651, p < 0,001). Uvedba trajnostnih praks ESG, npr. uporaba električnih koles in električnih rikš kot prevoznega sredstva, ima pomemben vpliv na zagotavljanje kakovosti trajnostnih dostav (β = 0,684, p < 0,001), kar se lahko povezuje z zadovoljstvom strank in prepoznavnostjo blagovne znamke. Raziskava poudarja, da je zadovoljstvo strank vmesni člen med učinkovitostjo dostave in strategijami določanja cen (β = 0,789, p < 0,001), pri čemer je operativna učinkovitost povezana s stroškovno učinkovitostjo. Sprejemanje novih tehnologij ravno tako vpliva na odnos med zagotavljanjem okolju prijazne dostave in zadovoljstvom strank (β = 0,191, p < 0,001), pri tem pa imajo trajnostne prakse z dostopnimi in uporabniku prijaznimi digitalnimi platformami še močnejši vpliv. Izsledki raziskave poudarjajo potrebo po hitrih, trajnostnih in na stranke usmerjenih pristopih k dostavi, ki odgovarjajo na spreminjajoče se potrebe potrošnikov. Raziskava nudi predloge za doseganje dolgoročne zvestobe strank in trajnostne rasti v skladu z globalnimi trajnostnimi cilji.

• Keywords: modno e-trgovanje, zadovoljstvo strank, trajnost ESG, hitre dostavne storitve, strategija določanja cen, učinkovitost dostave, trajnostna logistika, dostava preko tretjih oseb