RE-CALIBRATING NEXT NORMAL CUSTOMER RELATIONSHIP FOR REPURCHASE IN ONLINE GROCERY SHOPPING

Abstract

Purpose – This study aims to identify key experiences driving customer’s online grocery shopping behavioural outcomes for repurchase intention and intention to stay. Methodology – Using disproportionate random sampling method continued with cross-sectional method, 250 useful samples from customers who experienced online grocery shopping during pandemic, were tested one time. Findings – The study confirmed a clear shift from traditional to online grocery shopping during pandemic, revealing customer service, delivery service, online shopping experiences and customer satisfaction were key experiences driving customers’ repurchase intention and intention to switch, while product experience was not supported. Practical implications – for sustainable future, industry players should be adaptive to COVID-19 crisis by recalibrating their relationships  Originality/ value – responding to the call for recalibrating customer relationship, this research paper establishing online grocery shopping clear shift with customer experiences as key drivers driving customers experiences, expectations, repurchase intentions and intention to switch, both in positive and negative manner, during pandemic covid-19.