Determinants of Customer Satisfaction in Online Grocery Shopping in Tier-II Cities in India

This research work aims to examine the determinants of customer satisfaction in online grocery shopping in Tier-II cities of India. Adoption of e-grocery shopping is rapidly increasing due to access to high-speed internet, availability of smartphone and affordable internet. This is inevitable to investigate the main factors which affects the customer satisfaction in grocery shopping in Tier-II cities of India. Data was collected through a structured questionnaire. Approximately, 650 questionnaire was mailed to the targeted respondents, out of which only 440 was considered for the analysis. Stratified sampling was used for data collection and data was analyzed using MS excel, SPSS and SPSS AMOS. Among all independent variable, perceived product quality impacts the customer satisfaction significantly. This research work was mainly confined to Tier-II cities. Therefore, its findings can not be generalized.