Transparency–ethics–fairness loyalty (TEFL) model: understanding customer loyalty in dynamic pricing contexts of quick commerce

Purpose This paper aims to investigate how Quick commerce brands can foster customer loyalty by leveraging price transparency, customer perceived ethicality and perceived price fairness. Design/methodology/approach Using a quantitative approach, this study collected data from 403 respondents in the Dehradun region. Partial least square structural equation modelling was then used to test the proposed model. Findings The results revealed that price transparency, customer perceived ethicality and perceived price fairness are all significant determinants of customer loyalty. Furthermore, customer perceived ethicality and perceived price fairness mediate the relationship between price transparency and customer loyalty. Originality/value This study takes a novel stance by examining the determinants of customer loyalty in the Quick commerce sector. More specifically, it proposes a transparency–ethics–fairness loyalty model, an approach that has been largely ignored in prior research.