Factors influencing consumer satisfaction and behavioural loyalty in relation to online grocery shopping Apps

Abstract

This article explores the factors that have an impact on consumers' satisfaction and behavioural loyalty in relation to ordering and delivery applications, focusing on the emerging trend of online grocery shopping. Considering the digital revolution in retail, it is critical to comprehend consumer behaviour in this space. This study offers insights from a sample of 445 respondents in South Africa. A quantitative descriptive research methodology and a non-probability convenience sampling method were employed for the study. Structural equation modelling was utilised to validate the research measurement model and to test the study’s hypotheses. The results highlight the critical roles of design aesthetics, usefulness and confirmation and show robust positive correlations that support the linkages that the study's model postulates. Notably, design aesthetics, satisfaction and usefulness are all positively influenced by confirmation, and these factors, in turn, improve consumer satisfaction and behavioural loyalty. This study stands out because it provides a fresh viewpoint on the factors that influence customer satisfaction and behavioural loyalty, particularly when it comes to grocery shopping Apps. The distinctiveness of this study resides in its thorough analysis of important concepts and how they interact with one another, all against the backdrop of an African consumer base. The results obtained have numerous applications in the real world. Prioritising the factors that influence customer satisfaction and behavioural loyalty will help marketers and companies to improve app design and marketing tactics, which will increase user satisfaction and behavioural loyalty. Such a strategy could help close the gap between the rather different literatures on consumer behaviour and digital retailing, while also increasing sales through grocery shopping applications. Through this approach, stakeholders can obtain practical insights aimed at augmenting user engagement and loyalty within the fiercely competitive online grocery sector. All things considered, this study not only clarifies the essential elements that influence consumer satisfaction and behavioural loyalty in the online grocery industry but also lays out a roadmap for future research in this quickly developing field.

Keywords: {'name': 'Perceived usefulness'}, {'name': 'Confirmation'}, {'name': 'Design aesthetics'}, {'name': 'Behavioural loyalty'}, {'name': 'Customer satisfaction'}

Authors & affiliations

Nombulelo Dilotsotlhe
Affiliation not supplied

Vincent Makhubela
Affiliation not supplied

Deposited references

Supplied references, not a list of publications citing this article.

Abisola, O. O., Joseph, O. K., Oluwole, O. I. & Olaleke, O. (2020). Brand association and affective loyalty in selected deposit money banks. Proceedings of INTCESS 2020 - 7th International Conference on Education and Social Sciences 20–22 January, 2020 - Dubai (UAE).

Alharbi, S. (2020). How does contact with an artificial intelligence avatar influence customer perceptions of bank service quality? Master’s dissertation, Auckland University of Technology.

DOI: 10.1037//0033-2909.103.3.411

DOI: 10.1002/mar.10063

DOI: 10.11118/actaun201866030737

DOI: 10.1016/S0167-9236(01)00111-7

DOI: 10.1080/10463283.2018.1539908

DOI: 10.1509/jmkg.72.3.48

Cohen, J. (1988). Statistical power analysis for the behavioral sciences (Second edition). Hillsdale, NJ: New Jersey.

DOI: 10.1016/j.elerap.2013.03.007

DOI: 10.1287/mnsc.35.8.982

Doucé, L., & Adams, C. (2020). The effect of confirmation on perceived product quality. Marketing Letters, 31(3), 297–310.

DOI: 10.1145/3290605.3300879

Fernandez, K. V., & Raine, W. (2021). Online grocery shopping: Influences, trends and prospects. Trends in Food Science & Technology, 110, 223–233.

Ganguly, B., Dash, S. B., & Cyr, D. (2009). Website characteristics, trust and purchase intention in online stores: An empirical study in the Indian context. Journal of Information Science and Technology, 6(2), 22–44.

Güsken, S. R., Janssen, D., & Hees, F. (2019). Online grocery platforms–understanding consumer acceptance. Conference proceedings (pp. 1-17). The International Society for Professional Innovation Management.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis (Seventh edition). Edinburgh: Pearson Education.

Hair, J. F. Jr, J. F. Hult, G. T. M., Ringle, C., & Sarsted, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Singapore: Sage Publications.

DOI: 10.3926/oss.37

DOI: 10.1207/s15327051hci1904_2

DOI: 10.1007/s11135-018-0689-6

Iriani, A., & Andjarwati, T. (2020). Analysing the role of perceived usefulness and perceived ease of use in e-payment adoption: A case study of generation Z in Indonesia. The Journal of Asian Finance, Economics and Business, 7(8), 499–507.

Jones, T. O., & Sasser, W. E. (1995). Why satisfied customers defect. Harvard Business Review, 73(6), 88–99.

DOI: 10.1145/355460.355478

Kline, R. B. (2016). Principles and practice of structural equation modeling (Fourth edition). New York, NY: The Guilford Press.

DOI: 10.1080/08824096.2020.1823826

DOI: 10.1016/j.jretconser.2022.103185

Mathaba, R. L. (2022). Determinants of consumers’ intention to continue using mobile food ordering apps. Proceedings of the 2022 International Business Conference, pp. 2197–2208. Cape Town, South Africa. ISBN: 978-0-6397-2193-4.

DOI: 10.1027/0227-5910/a000853

DOI: 10.2991/aebmr.k.210522.004

Nam, C. W., Baker, J., Ahmad, N., & Goo, J. (2020). Determinants of customer satisfaction and loyalty in the postal industry: A systematic review of the literature. Total Quality Management & Business Excellence, 31(9-10), 931–947.

Norman, D. A. (2004). Emotional design: Why we love (or hate) everyday things. New York: Basic Books.

DOI: 10.1037//0021-9010.62.4.480

DOI: 10.2307/1252099

DOI: 10.1145/3524614.3528636

DOI: 10.1037/0021-9010.88.5.879

DOI: 10.1007/978-3-030-92188-0_18

Reichheld, F. F., & Schefter, P. (2000). E-loyalty: Your secret weapon on the web. Harvard Business Review, 78(4), 105–113.

DOI: 10.1007/978-3-030-64849-7_25

Sampat, P., & Sabat, A. (2020). Understanding the relationship between service quality and customer satisfaction in eGovernment: A systematic review and meta-analysis. Government Information Quarterly, 37(3), 101486.

Saunders, M. N. K., Lewis, P., & Thornhill, A. (2019). Research methods for business students (Eighth edition). Harlow: Pearson.

DOI: 10.1108/EJM-06-2019-0536

DOI: 10.1108/JIBR-01-2016-0001

Thusi, P. (2022). Exploring senior citizens’ perceptions of e-pharmacy usefulness and trust. Proceedings of the 2022 International Business Conference, pp. 2197–2208. Cape Town, South Africa. ISBN: 978-0-6397-2193-4.

DOI: 10.1016/S0953-5438(00)00031-X

DOI: 10.1177/1094670510375461

DOI: 10.1080/17470216008416717

Winata, L., Permana, D., No, J. M. S., & Indonesia, J. B. (2020). The effect of electronic coupon value to perceived usefulness and perceived ease-of-use and its implication to behavioral intention to use server-based electronic money. International Journal of Innovative Science and Research Technology, 5(1), 147–158.

Winata, L., & Permana, D. (2020). Attitude as mediating variable of perceived usefulness and intention to use an online system. Journal of Asian Finance, Economics and Business, 7(10), 931–938.