| Abstract [eng] |
This paper investigates the relationship between the distribution process and customer satisfaction in the grocery retail. The customer journey is mediated by different factors, although the distribution process plays an important role. Therefore, this process should be taken into account in determining the customer satisfaction factors. In this paper, the hypothesis is raised that distribution process has a positive effect on customer satisfaction in both: traditional and e-commerce. Even it has been a topic for a while in western countries, the online grocery retail is not that common in Lithuania. Taking this into account it is important to understand the multi-channel retail trends and the key determinant of customer satisfaction in this area. Since most of the empirical studies focus on overall customer satisfaction, in this paper the most of the attention is dedicated to the distribution process not ignoring the other common factors important for grocery customers. At best of author’s knowledge it is the first test that evaluates this relationship in the example of Lithuania’s companies (UAB “Maxima” and UAB “Radas”). The results of empirical test failed to reject the hypothesis that distribution process has a positive effect on customer satisfaction in both – physical and e-stores. |
