Consumer satisfaction attributes and preference for online grocery retailers

초록

The recent growth of the online grocery shopping market has intensified competition among online grocery retailers. Examining the impact of consumer satisfaction on their preference for online grocery retailers enhances our understanding of their shopping behavior. Existing research has largely emphasized purchase intentions in the pre-purchase stage and behaviors during the purchase stage, while offering only limited findings on post-purchase satisfaction in online grocery shopping. This study analyzes the impact of consumer satisfaction attributes on their preference for online grocery retailers based on online survey data collected in 2022 from South Korea. Three categories of variables, including socio-demographic characteristics, satisfaction attributes, and grocery product types, were examined to identify factors influencing the preference of online grocery retailers. The results indicate that socio-demographic characteristics have a relatively minor influence, whereas delivery services and product-related attributes have a more substantial impact on customer satisfaction. This study offers insights to help retailers refine their platform strategies, strengthen their competitiveness, and increase the likelihood of attracting consumer choice.