Determinants of customer satisfaction in online grocery shopping

Abstract

This study aims to investigate the factors that influence consumer satisfaction with e-grocery shopping. Moreover, it also delves into factors that motivate shoppers to buy groceries from online retailers rather than conventional stores. A primary survey was administered to collect data. Initially, 500 questionnaires were circulated to respondents. People who have ordered groceries from online sites were the expected respondents. In this study, convenience sampling was used, and data were analyzed using structural equation modeling (SEM). The findings affirmed the relationship between consumer satisfaction and perceived convenience, risk factors, perceived product quality, and time value. However, perceived value and value for the time have a little significant effect on consumer satisfaction. There have been relatively few academic studies that look at the variables that influence customer satisfaction when shopping for groceries online. Most of the studies look at the variables that influence consumer satisfaction in the life insurance and financial services industries. By analyzing the data from Delhi and the Nation Capital Region (NCR) of Delhi, this research aims to bridge this gap available in the literature.