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

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.