Experience and Loyalty Relationship in Online Quick Grocery Shopping by the Mediating Role of Customer Satisfaction and Service Experience Consciousness

Abstract

The significance of customer satisfaction in predicting loyalty has been emphasized in a lot of academic researches, and also companies place a high priority on satisfaction by presuming that it has a direct relationship with customer loyalty. However, recent researches have been looking at potential mediators in these relationships. Since service-based sectors target high customer loyalty, supply chain performance requirements, such as order condition, delivery, and recovery become priorities in online shopping, in contrast to offline shopping. The purpose of this study is to close the knowledge gap on evolving customer expectations in the fast expanding quick grocery commerce. Our results show that the relationship between loyalty and satisfaction may be precarious. It is crucial to reduce the dissatisfaction of customers who are very sensitive to unfulfilled demands and expectations due to the quick engagement opportunities via online channels. The study examined the mediating roles of customer satisfaction and service experience consciousness on the relation between experience and loyalty. This study find that among consumers with greater levels of service experience consciousness, the impact of service experience on continuance intentions and eWOM is stronger.