Factors Influencing Customer Satisfaction and Barriers of Adopting Online Grocery Shopping / Patrapon Payakkong :ปัจจัยที่มีอิทธิพลต่อความพึงพอใจและอุปสรรคในการ ยอมรับการสั่งซื้อสินค้าอุปโภคบริโภคโดยช่องทางออนไลน์
107 หน้า, ตาราง
Online shopping has been introduced for more than a decade in Thailand. The online shopping offers variety of products such as grocery, fashion, electric appliances etc. Although the online shopping in Thailand is growing, the growth is mainly from fashion category. The online grocery shopping’s growth rate was not as high given the similarity in terms of using the online platform. This study aimed to identify which demographics, service marketing mix, internal and external factors influencing customer satisfaction of online grocery shopping and to discover relationship between customer satisfaction and customer loyalty as well as identify the barriers of adopting online grocery shopping. The market survey was used with the sample size of 500 respondents both online grocery shopping users and non-users. The data was analyzed by using the SPSS program
It was found that the demographics factors did not influence customer satisfaction. The service marketing mix factors influencing customer satisfaction were ease of ordering and receiving products on time while the internal and external factors were perceived financial risk, perceived convenience, perceived product risk and helpfulness and manner of delivery staffs. It was also found that the relationship between customer satisfaction and customer loyalty was moderate and the barriers of non-users were risk from not seeing the products, products chosen by others having lower quality, products not fresh or in bad conditions, expensive delivery fee and preference of shopping around at the department store.The result of this study can be very useful for online grocery retailers in Thailand and help maintain existing customer as well as reduce the barriers of adopting online grocery shopping.