Effectiveness of Technological Advancements on Customer Loyalty in Online Grocery Shopping: A Comprehensive Review

Abstract

Purpose

The purpose of the study is to determine whether the adoption of online grocery shopping depends on technological advancements and how new technologies are perceived in the grocery retailing industry. It offers a fresh look at how new technology and Innovations are playing a key role in the adoption of Online grocery shopping. It also looks at how customers behave when repurchasing, though we can understand the loyalty towards online grocery shopping.

Originality

The article conducts a systematic review of the literature on the role of technology and customer loyalty in influencing the adoption of online grocery shopping. It takes a total of 33 empirical and review studies and identifies the key variables of new technology Innovation In the adoption and loyalty towards online grocery shopping.

Findings & Practical Implications

Online marketers could use the study's findings to create more imaginative and user-friendly websites and applications. That would make it easy for the customers to surf, navigate, and be attractive. It is also helpful to online grocery customers in repurchasing and loyalty towards grocery apps/websites.

Social Implications

Customers' grocery purchasing habits have shifted to online because it reduces the hassle in terms of store crowds and queuing during payment, reduces the efforts in traveling, walking, parking, waiting, and carrying products, and saves time for the customers. Also, the use of new technologies in grocery retailing is currently undergoing rapid change to enhance the Environmental sustainability and overall customer shopping experience.