Volume 18, No. 4, 2021

Modelling The Effect Of E Service Quality On Consumer Satisfaction Towards E Grocery


Kirti Prashar , Dr. Anil Kalotra

Abstract

The TAM Technology acceptance model (Davis 1989) has guided the study of behavioral factors towards new technology. The model highlighted the importance of many behavioral intentions notably Perceived ease of use and perceived usefulness. Taking the base of TAM, the present study will aim to model the effect of latest E Service quality variables on consumer satisfaction towards E Grocery that will continuously guide the marketers to study the behaviour of consumers and their purchase intentions for grocery products using online mechanism. The study further aims to find the impact of demographic factors on consumer satisfaction for online grocery market. The survival of any market depends on its customers as we all believe that customers are the king, they are the key source for any business. The study of Consumer loyalty will help the marketer to understand what their customers think and how they perceive the online platform for grocery products. As the online grocery market is still on its growing stage, the study of consumer play a vital role in its future growth and survival. It will be the base for marketers to analyse future threats and opportunities.


Pages: 171-180

Keywords: E Service Quality, E Grocery, E Grocery Model, Consumer Satisfaction, Consumer perception, consumer loyalty

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