The Effect of Website/Application Quality, Product Quality and Last Mile Delivery Quality on Customer Satisfaction and Loyalty in Online Grocery Shopping

Year 2024, Volume: 6 Issue: 1, 108 - 120, 06.06.2024

Ayşe Doğa Bulut , Ahmet Çetindaş

Abstract

The technological developments lead to many improvements in different industries. The retailers also improved their services by providing online shopping and home delivery services. This is also a result of COVİD-19 pandemic that caused lockdowns, which boomed the home delivery and online shopping industry. In this context, online shopping services' ability to meet customer expectations depends on a good service quality. Service quality in online grocery shopping services is determined as website/application quality, product quality and last mile delivery quality. The effect of each quality dimension on customer satisfaction and loyalty was examined and website/application quality and last mile delivery quality affected customer satisfaction and loyalty. It was observed that product quality did not affect both dependent variables. In this context, retailers that offer online shopping and home delivery are recommended to have a simple and easy-to-understand interface and an accurate and fast delivery process.

Keywords

Online Grocery Shopping, Service Quality, Website/Application Quality, Product Quality, Last Mile Delivery Quality, Customer Satisfaction, Loyalty

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