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The research paper examines the impact of perceived social media marketing activities (SMMAs) (interaction, entertainment, customization, trendiness and word of mouth (WOM)) on customer loyalty (CL) toward e-commerce providers. The study also explores the mediating role of customer relationship quality (CRQ) (commitment, trust and satisfaction) on the relationship between perceived SMMAs and CL.

The study is based on the S-O-R model, which states that characteristics of the environment (stimulus) arouse a cognitive state (organism) that results in positive or negative behavior (response). The present study proposes the characteristics of the e-commerce environment as stimuli (S), the inner state of customers as an organism (O) and consumer behavior as the response (R). This study investigated the responses of 487 social media users through structural equation modeling (SEM).

The results offer three crucial findings. First, the study validated that perceived SMMA comprises five dimensions (interaction, entertainment, customization, trendiness and WOM) in the Indian e-commerce context. Second, perceived SMMA significantly influences CRQ (commitment, trust and satisfaction). Third, CRQ significantly mediates the relationship between perceived SMMA and CL.

The study attempts to understand the effect of perceived SMMA on CL via CRQ in an e-commerce context, especially in an emerging economy like India. The present study argues that the SMMA of e-commerce is likely to be reflected in CL when the consumers experience CRQ through commitment, trust and satisfaction. Thus exploring the mediating role of CRQ is the authors' contribution.

Logistics sector is recognized as one of the core enablers of the economic development of a nation. However, inefficiency in logistics operations impedes the achievement of intended targets by increasing the cost of doing business. Also, it is difficult to improve the efficiency of a country’s logistics operations without a metric for evaluating and understanding logistics capabilities and efficiency. Therefore, the present study has developed In-country Logistics Performance Index (ILP Index) to propose a benchmarking tool to measure the in-country logistics competitiveness, particularly in the setting of emerging economies, i.e. India.

This study has developed a unified index using principal component analysis and quintile approach. In addition, the proposed index relies on several dimensions that are developed and illustrated using quantitative secondary panel data.

The findings of this study reveal that the quality of infrastructure, economy, and telecommunications are the three most important dimensions that may significantly support the growth of the transportation and logistics sector. The results reveal that Gujarat, Tamil Nadu, and Maharashtra are the top performers whereas, Bihar, Jharkhand, and Jammu and Kashmir scores the least due to the insufficient logistics infrastructure as compared to other Indian states.

Given the extensive focus on international-level logistics index (like World Bank’s LPI) in the existing literature, this study intends to develop in-country logistics index to evaluate the logistics capabilities at the regional and state level. In addition, unlike prior studies, this study utilizes quantitative secondary data to eliminate cognitive and opinion bias. Moreover, this benchmarking tool would assist decision-makers in idealizing standard practices toward sustainable logistics operations. Additionally, the ILP index could serve the international investors in crucial decision-making, as it provides valuable insights into a country’s logistics readiness, influencing their investment choices and trade preferences. Finally, the proposed approach is adaptable to measuring the overall performance of any other industry/economy.