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September 12, 2025British Food Journal

Cultivating loyalty through logistics: the role of functional, emotional and social experiences in fresh agri-food E-commerce

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Authors

FQFangzhong QiZhejiang University of Science and TechnologyJZJingya ZhangDalian University of TechnologyYCYina ChenInstitute of Food Science and Technology

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Implication

This research examines how last-mile logistics impact customer loyalty in agri-food e-commerce, highlighting social and emotional experiences.

Key Points

  • Social experience significantly influences customer loyalty directly, indicating its central role in e-commerce engagement.
  • Emotional experience directly enhances customer satisfaction, while functional experience builds customer trust, impacting loyalty.
  • The study utilizes regression analysis on data from 396 shoppers to validate the effects of logistical experiences on loyalty.
  • Platforms can enhance loyalty by focusing on social interactions, improving functional trust, and boosting emotional satisfaction.

Cite This Study

Qi et al. (2025) studied this question.

synapsesocial.com/papers/68d44a3031b076d99fa53073https://doi.org/10.1108/bfj-02-2025-0171
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