| Abstract [eng] |
70 pages, 40 tables, 2 pictures, 50 references. Online shopping is becoming more and more popular. In the United States, online shopping accounted for more than a fifth of all retail spendings in 2020. Over the last 10 years, this figure has more than doubled from 7.2% in 2011 to 21.3% in 2020 (Digital Commerce..., 2021). In Lithuania, the number of people who bought or ordered goods or services online has more than tripled in the last 10 years (15.7% in 2011, 53.8% in 2020) (Statistics Lithuania database, 2021). This data shows a trend of growth in online sales, which encourages business to invest more and more in online sales and to increase their income. The main purpose of this master’s thesis is to identify the key factors which have an impact on customer e-loyalty and e-satisfaction when shopping in online grocery stores. The thesis consists of 3 main parts: a literature review of the factors which have an impact on customer e-satisfaction and e-loyalty in online grocery shopping; a methodology for the empirical study of the factors which have an impact on customer e-loyalty and customer e-satisfaction in online grocery shopping; and a review of the results of the empirical study of factors which have an impact on customer e-loyalty and customer e-satisfaction in online grocery shopping. The literature review provides an overview of the concepts of online shop quality, e-loyalty and e-satisfaction. It identifies the most important factors which have an impact on customer e-loyalty and e-satisfaction: online shop design, security, e-service quality, purchasing process, price of goods, delivery of goods, quality of information, choice of goods, payment options, quality of goods, and privacy policy. Finally, a conceptual model is developed. After the literature analysis, the methodology of the empirical study is developed. The purpose of the study is set out: to assess how customer e-satisfaction (M) influences the relationship between online store design (X1), security (X2), e-service quality (X3), purchase process (X4), price of goods (X5), delivery of goods (X6), quality of online store information (X7), variety of goods (X8), payment options (X9), quality of goods (X10), privacy policy (X11), and e-loyalty (Y) in online Lithuanian grocery stores. The 11 hypotheses of the study are stated, the research methods are specified, the questionnaire is created and its administration is discussed. The study reveals that the most important factors influencing customer e-loyalty are price and e-service. The mediator analysis confirmed 8 of 11 hypotheses: e-satisfaction mediates the relationship between the following factors: online store design (X1), security (X2), e-service (X3), purchase process (X4), product choice (X8), payment options (X9), product quality (X10), privacy policy (X11) and e-loyalty in online grocery shopping. The conclusions and recommendations summaries the main concepts of the literature review and the results of the study. It is suggested that future research should include a cultural dimension, interview older online shoppers, and conduct similar types of research immediately after the online shopping experience to ensure that the shopper's experience is relevant and not forgotten. |
