Online grocery shopping : understand customers' expectations to improve the online shopping experience / Noémie VALLEE / 2021

Titre : Online grocery shopping : understand customers' expectations to improve the online shopping experience Type de document : Mémoire Auteurs : Noémie VALLEE, Auteur Année de publication : 2021 Importance : 25 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management MARKETING EXPERIENTIEL ; CONSOMMATEUR ; VENTE A DISTANCE Résumé : The online channel is taking an increasingly important place in the habits of the French. Faced with the increase of meals at home and more frequent food shopping, boosted by the Covid-19 crisis, the online channel emerges as the big winner in the French retail sector. This paper proposes to understand customer’s expectations regarding online grocery shopping, to improve the online shopping experience. A quantitative study was conducted to research the relationship between customer’s expectations and online shopping experience, in order to determine means to improve customer’s loyalty, satisfaction and purchase intention in online grocery stores. The online questionnaire was structured with closed questions about customer’s expectations and attitudes towards online shopping experience components. The statistical analysis showed a significant impact of customer’s expectations on the perception of the online shopping experience. Several components of the online shopping experience, such as e-merchandising, marketing and promotions, were analyzed to determine concrete expectations of online consumers. These results lead to the conclusion that consumer’s expectations are to gain time, have a wide choice of products and a pleasant experience in online stores. To improve the online shopping experience, retailers and brands have several levers at their disposal, such as marketing, e-merchandising, or product offering. These disposals clearly have an impact on consumer’s intent to buy, satisfaction and loyalty. Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538495