Steven Mbeya, Mornay Roberts-Lombard, Nicole Cunningham
Abstract
This study employs online relationship marketing theory and generational cohort theory to investigate the impact of service convenience, e-service quality, and e-trust on e-satisfaction among consumers using grocery apps in emerging markets. Data was collected via online questionnaires from 300 Generation X consumers purchasing groceries online in an emerging market. Structural equation modelling was utilised for data analysis. The findings confirm that service convenience, e-service quality, and e-trust significantly drive e-satisfaction among Generation X consumers using grocery apps in selected South African retailers. This research contributes to a deeper understanding of factors influencing e-satisfaction in online retail, with implications for future relational intentions. It provides valuable insights for grocery retailers in emerging markets aiming to enhance customer satisfaction and build enduring relationships amidst competitive online retail environments.