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

Author

Listed:
  • 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)

  • Silvia Sumedrea

    (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)

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.

Suggested Citation

  • Eliza Nichifor & Radu Constantin Lixăndroiu & Silvia Sumedrea & Ioana Bianca Chițu & Gabriel Brătucu, 2021. "How Can SMEs Become More Sustainable? Modelling the M-Commerce Consumer Behaviour with Contingent Free Shipping and Customer Journey’s Touchpoints Optimisation," Sustainability, MDPI, vol. 13(12), pages 1-27, June.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:12:p:6845-:d:576598
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    References listed on IDEAS

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    Cited by:

    1. Silvia Sumedrea & Cătălin Ioan Maican & Ioana Bianca Chițu & Eliza Nichifor & Alina Simona Tecău & Radu Constantin Lixăndroiu & Gabriel Brătucu, 2022. "Sustainable Digital Communication in Higher Education—A Checklist for Page Loading Speed Optimisation," Sustainability, MDPI, vol. 14(16), pages 1-15, August.

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