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

Saurabh Sharma & Vivek Devvrat Singh

International Journal of Ethics and Systems2026https://doi.org/10.1108/ijoes-12-2025-0727article
ABDC C
Weight
0.50

What the paper says

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.

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Cite this paper

https://doi.org/https://doi.org/10.1108/ijoes-12-2025-0727

Or copy a formatted citation

@article{saurabh2026,
  title        = {{Transparency–ethics–fairness loyalty (TEFL) model: understanding customer loyalty in dynamic pricing contexts of quick commerce}},
  author       = {Saurabh Sharma & Vivek Devvrat Singh},
  journal      = {International Journal of Ethics and Systems},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1108/ijoes-12-2025-0727},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.