Factors Affecting Customer Satisfaction in Online Grocery Retailing: Moderating Effect of Gender

Grocery, Risk, Convenience, Time Value, Satisfaction

Online shopping has emerged a preferred choice among the Indian buyers. Customers want to save time and put less efforts due to paucity of time as working population are increasing, in few cases both husband and wife are working. They do not have much time to shop physically and visit multiple stores. Therefore, online grocery shopping has increased significantly. This study intends to investigate the major determinants of customer satisfaction in the context of online grocery shopping with gender as a moderating factor. In this study, there are four independent variables named perceived convenience, perceived product quality, perceived risk and perceived time value. Customer satisfaction is dependent variable along with gender as moderating variable. This research work was conducted in Delhi and NCR. The sample size is 265. Structured Equation Modelling (SEM) was used to establish the relationship between dependent and independent variables.  Among all the variables, impact of perceived product quality is highest. However, perceived convenience does not impact the customer satisfaction based on obtained result.