CUSTOMER SATISFACTION ON ONLINE PURCHASES: A CASE STUDY OF LOTUS’S MALAYSIA (TESCO)

Abstract

Technology has rapidly and effectively advanced over time, enabling people to work and complete their tasks more conveniently and efficiently. For a significant period, consumers have been able to purchase products online and search for their desired items through internet shopping. However, online shopping is typically limited to non- perishable goods, not grocery products, with a limited shelf life. Customers usually prefer to inspect and select their groceries before making a purchase, which has hindered the popularity of online grocery shopping. Nevertheless, during the COVID- 19 pandemic, many consumers had no alternative but to buy groceries online. The possibility of online grocery shopping continuing as a way of life post-COVID-19 depends on whether online grocery shoppers are satisfied with their experience. Therefore, this paper aims to uncover the factors affecting customer satisfaction in online grocery purchases, using Lotus Malaysia as a case study. Through factorial analysis and multiple regression, data from 386 online shoppers at Lotus, aged 18 to 54, revealed that website design, reliability, product quality, and delivery performance impact customer satisfaction with online grocery purchases. Unsurprisingly, website design is the primary attraction for online grocery shopping because customers are more likely to purchase their groceries online if the website can display products creatively and attractively. However, to retain customers as online grocery shoppers, sellers must be reliable in providing quality products with an efficient delivery system.