The Influence of Utilitarian, Hedonic, and E-Service Quality on Consumer Satisfaction Toward E-Grocery

Abstract

Digitalization has rapidly changed consumer behavior. People can easily buy items from the internet, including groceries, without having to pay for them. Due to this demand, several e-grocery platforms have emerged. High competition in the e-grocery industry is forcing the company to adopt a new marketing strategy. This study examined factors that might affect customer satisfaction with products or services provided by e-groceries. Moreover, the study was conducted to gather a more comprehensive view of online grocery purchasing in Indonesia by combining shopping value and e-service quality that impact customer satisfaction, repurchase intention, and e-WOM purchase and purchase value in Indonesia and the U.S. It shows that shopping value (utilitarian and hedonistic) and e-service quality have a positive impact on customer satisfaction. Moreover, if customer satisfaction is fulfilled, this leads to repurchase intentions and a positive word-of-mouth response to a customer's satisfaction level. A quantitative method was used in this study with the following criteria for respondents: they must live in Jabodetabek and have used e-grocery in the past three months. The data were simulated using the SMART PLS 4 software.

Digital transformation in food retail: a case study of Lithuania e-grocery buying behaviours

“…The impact of the pandemic on consumer behaviours across these studies underscores the need for adaptability and innovation in e-grocery services. Kolondam et al (2023) and Park (2023) explored factors influencing egrocery consumer satisfaction in Indonesia and South Korea, aligning with the Lithuanian study's focus on delivery preferences and service quality. These studies suggest a global trend towards prioritizing convenience, service quality, and tailored offerings in e-grocery shopping.…”

“…2. E-Grocery Shopping Preferences (AlTarrah et al, 2021;Qaiser et al, 2023;Kolondam et al, 2023): Focused on elucidating preferences and behaviours in online grocery shopping, this part addressed delivery time preferences, reactions to delays, expectations regarding perishable goods, purchase frequency, and handling of missed deliveries. 3.…”

“…Kusz et al (2023) offer an understanding of Polish consumers' purchasing behaviours under pandemic pressures, revealing gender and age as critical factors. Lastly, Kolondam et al (2023) assess the impact of utilitarian, hedonic, and e-service quality on Indonesian consumer satisfaction in e-grocery shopping, pointing towards the importance of customer satisfaction in online environments. These studies underscore the dynamic and complex nature of consumer preferences and behaviours in e-grocery.…”

Usability Testing of ITTS MART v2.0 through Customer Satisfaction Index (CSI) Measurement using the E-SERVQUAL Model

“…Oleh sebab itu, pengembang aplikasi ITTS MART perlu menambahkan kelengkapan deskripsi produk yang dijual melalui aplikasi ITTS MART karena kelengkapan informasi produk penting untuk berada pada aplikasi jual beli bahan pangan daring [31]. Selain itu, adanya deskripsi produk yang lengkap dan akurat secara langsung dan signifikan meningkatkan kepuasan pelanggan dan keinginan pelanggan menggunakan aplikasi jual beli daring secara terus menerus [40], [41].…”