A STUDY ON THE IMPACT OF WEBSITE DESIGN ON CUSTOMER SATISFACTION IN ONLINE GROCERY SHOPPING

Abstract

E-commerce, which served as a huge support for millions of Indians during the pandemic by enabling safe, anytime purchase of essential commodities, hygiene products and groceries, continued to grow strongly owing to its strong value propositions of choice, convenience, accessibility, and affordability. Within e-commerce, grocery has emerged as a fast-growing segment over the past year, with great potential for further expansion. Purpose: The objectives of this study is to analyse the impact of website design on customer satisfaction in online grocery shopping. It also identifies those website elements which have significant influence on the satisfaction of the online grocery shoppers. Originality – The findings are based on the sample data collected from 200 respondents who are online grocery shoppers. The literature about online purchasing behaviour will aid academicians and researchers in the future studies. Additionally, it will also provide guidance for website designers and vendors in creating an effective marketing strategy.