Abstract
Online grocery shopping has become significantly more popular amid the Covid-19 pandemic. That said, the online grocery market in many European countries is still taking shape and further service developments are needed to meet consumers’ changing and increasing expectations. Based on an analysis of 412 regular online grocery shoppers’ suggestions for service quality improvements, eight categories of improvements were identified. Ranked according to the frequency by which they were mentioned, the top four categories were: (1) broad and specialized assortment, (2) delivery time and flexibility, (3) lower delivery costs and more pricing options, and (4) the user interface and search efficiency. The study contributes relevantly to a better understanding of what the online grocery retailers should prioritize in their service development to meet the changing expectations of a crucially important customer segment, the regular shoppers. Implications for online grocers and limitations of the study are discussed.
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