A study of the customer experience of supermarket online ordering services

In this present scenario, information technology plays a crucial role in the online shopping business. This research investigated the benefits of using online ordering by customers in supermarket industry. The recent development of networking has affected all areas around the world, including online supermarket ordering. The effect of online ordering on the overall satisfaction of the customers in supermarket industry was studied. Online product ordering services provided a facility to customers so that they can receive their items delivered to their doorstep. In this study, the main focus is to analyse the factors that impact the experience of consumers who are using online supermarket ordering services. Also, other factors that could relate to their experiences are identified, such as factors that can play a significant role in the customer’s motivation and satisfaction level. In this proposal, the other components are to analyse the influence of social media and the next strategy to examine different methods to do online shopping and customer feedback to online businesses for further improvement. However, the customer relationship management (CRM) responsible for handling the customer queries with the help of technology. Furthermore, online survey was used to collect data about viewpoint of customers in online supermarket ordering. Technology acceptance model (TAM) was used as the conceptual framework to discover the answers to each of the research questions. The findings revealed that the age and gender of the candidates did have impact on the perceived usefulness, and perceived ease of use of supermarket online ordering. Perceived ease of use had an impact on the perceived usefulness of supermarket online ordering, and perceived usefulness and perceived ease of use had a significant impact on the behavioural intention of usage of supermarket online ordering