What drives customer loyalty in a pandemic? Semantic analysis of grocery retailers
Anna Kuikka,
Heli Hallikainen,
Sasu Tuominen
et al.
Abstract:The COVID-19 pandemic accelerated online grocery shopping and disrupted customer loyalty. This study analyzes 45,603 Trustpilot reviews of grocery retailers across three eras: pre-pandemic, pandemic, and the “new normal”. We employ Linguistic Inquiry and Word Count to categorize loyalty drivers into three dimensions—cognitive, affective, and social experiences–and we test their relationship with customer loyalty. Whereas cognitive and affective drivers were dominant before the pandemic, social drivers gained … Show more
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