Online grocery service attributes and customer satisfaction: a weight analysis approach

Abstract

Abstract With rapid advances in digital technology, online grocery shopping has become an increasingly important retail channel. It offers consumers high convenience, time savings, and flexible access to everyday products. However, as adoption grows, sustaining long-term engagement remains a challenge, as many shoppers discontinue use after initial trials. This highlights the need for a deeper understanding of the service attributes that drive satisfaction, trust, and repurchase intentions. While prior research in online retail has established a general link between e-service quality and customer satisfaction, findings in the online grocery context remain fragmented and inconsistent, particularly regarding which service attributes are most influential. To address this gap, this study conducts a systematic literature review and weight analysis of 40 quantitative studies on online grocery shopping. Building on this approach, the study identifies and evaluates service-related attributes across three overarching categories: (i) retailer-controlled service attributes (e.g., website design, fulfillment, customer service, security/privacy, and trust), (ii) non-retailer-controlled factors (e.g., customer-related, situational, and competitor-related influences), and (iii) perceived risk-related factors. Together, these categories form a holistic framework of 49 attributes that shape customer satisfaction and repurchase behavior in OGS. The findings contribute to the literature by providing a structured and evidence-based assessment of service attributes, clarifying their relative importance and offering a more comprehensive understanding of how different dimensions of e-service quality influence consumer responses in the online grocery context.