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What does it take to make you stay?: A study on customers' willingness to stay with the same grocery retailer while moving from offline to online
Kristianstad University, Faculty of Business.
Kristianstad University, Faculty of Business.
2021 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Digitalization has forced retailers to reevaluate their business models and channel strategies. Traditional brick-and-mortar retailers are no longer the standard and most of today’s retailers offer customers multiple sales channels to purchase from. The present study focusses on the grocery retail industry, which is rapidly shifting towards a more online purchasing setting. There is a need for further research regarding customer experience and customer loyalty, in an online grocery setting, with the aim to identifyimportant online attributes. Previous studies on online grocery and purchasing behavior have neglected to consider customers’ shift from the physical to the online store. Therefore, this study contributes to explain how factors of Brand Equity, Online Customer Experience (OCE) and E-loyalty affect customers’ willingness to stay with same grocery retailer while moving from offline to online. The study used a quantitative research approach by distributing a questionnaire on social media, resulting in 128 useful responds. The result demonstrated a positive relationship between the three concepts and customers’ willingness to choose the same online grocery retailer as offline. Brand was a significant factor in both offline and online. An online grocery retailer’s Website, Products, Interaction and Convenience wereshown to be important online attributes. Feeling secure with providing personal information and using acredit card online, was important. Lastly, maintaining a relationship with their online grocery retailer andfeeling emotionally satisfied after their online purchase was essential. Future research couldcomplement with other concepts that further explain grocery customers’ shift from the physical store to online.

Place, publisher, year, edition, pages
2021. , p. 51
Keywords [en]
Grocery retail sector, Brand Equity, Online Customer Experience (OCE), E-loyalty, Switching Behavior
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hkr:diva-22350OAI: oai:DiVA.org:hkr-22350DiVA, id: diva2:1587521
Educational program
Degree of Bachelor of Science in Business and Economics
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Examiners
Available from: 2021-08-25 Created: 2021-08-24 Last updated: 2021-08-25Bibliographically approved

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fulltext(1113 kB)207 downloads
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a5495e6c43d0824aab29be1d2de458857e37ce2985af7d7e2d13d87ade6c4e08bce5f66b231a8999c08b6729ee4121cc71b11b5be0e3b0f8b284dff40e6de8e1
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf