Factors Affecting Online Grocery Shopping Experience

Abstract

The role on Online Grocery Shopping (OGS) is increasing each day, and this happens due to the increasing use of the Internet and the changing lifestyle of consumer. Therefore, retailers are constantly trying to make improvement of their services in order to get the best benefit that retailers and consumer can get. This study aims to identify which experience factors that affect customer satisfaction of online grocery shopping. A sample of 580 Indonesian that participate in this empirical study. Structural Equation Model of PLS were used to justify the measurement model and the relationship in the model. The results reveal that customer service, delivery and brand experience, also economic value as significant factors that affect the online grocery shopping satisfaction. Which means that these factors have a role in encouraging a positive online shopping experience for customer, influencing the customer satisfaction, and will likely to make repeat purchases and participate in spreading positive information about retailers. Based on these findings, retailers should be conscious that the improvements of customer experience are important for achieving a highly ideal online grocery retailer.