Can Assortment And Customer Service Be Determinants Of Customer Loyalty? An Empirical Study Of The Online Grocery Industry
Can Assortment And Customer Service Be Determinants Of Customer Loyalty? An Empirical Study Of The Online Grocery Industry

Author(s): Malabika Purkayastha, Chandra Sen Mazumdar
Subject(s): Marketing / Advertising, ICT Information and Communications Technologies
Published by: Transnational Press London
Keywords: Resource based capabilities; customer loyalty; assortment; customer service; online grocery;
Summary/Abstract: The present study uses Partial Least Squares Structural Equation Modeling (PLS-SEM) to investigate the link between firms’ Resource-Based Capabilities (RBC) and customer loyalty with reference to the online grocery market. RBC is conceptualized as a second order latent construct reflected with two manifest variables, namely assortment and customer service. Online grocery is growing rapidly, particularly in the Indian context and it can be attributed to factors, such as increasing urbanization characterized with the mushrooming of towns and cities and the ubiquitous presence of smart phones. The outbreak of the COVID-19 pandemic was a catalyst in augmenting electronic transactions. In fact, a perceptible shift has occurred in the buying pattern as increasing number of people prefer online buying. The convenience offered by real time online shopping is a major driving force for the rapid growth of online grocery transactions. This study tries to investigate whether online grocers’ assortment and customer service have any effect on customers’ loyalty. Data for this empirical study was collected through convenience sampling and snowball sampling techniques. This study provides a different perspective in understanding online consumer buying behavior and it is relevant from the perspective of strategic management and marketing management.

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