Factors Affecting Customer Satisfaction in Online Grocery Shopping: An Empirical Analysis

Abstract

In today’s era, internet has become one of the most popular platforms to shop online including grocery products. Online grocery shopping (OGS) has been considered relatively new but a promising sector of e-commerce in India. Several scholars have investigated the factors affecting the customer intention to buy grocery products online in different research contexts, however, there is no consensus in the literature on determinants of OGS. This article aims to explore the factors, such as convenience, trust, website design and security, that influence customer satisfaction in OGS. A survey was developed, and collected responses were analysed using confirmatory factor analysis and multiple regression analysis. The findings suggest that one of the major determinants of customer satisfaction while buying groceries online is website user-friendliness and the information provided about the grocery items. Furthermore, convenience and payment security also have a very significant positive impact on customer satisfaction.