Journal
INTERNATIONAL JOURNAL OF RETAIL & DISTRIBUTION MANAGEMENT
Volume 50, Issue 2, Pages 206-228Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/IJRDM-04-2021-0184
Keywords
Fresh food; Post-purchase OCE; Customer satisfaction; Repurchase intention; Corporate image
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The study found that four post-purchase OCE dimensions - product-in-hand, customer support, benefits, and packaging - significantly drive customers' repurchase intention by enhancing customer satisfaction. Additionally, for firms with a good corporate image, customer repurchase intention is more easily affected by post-purchase OCE than firms with a lower level of corporate image.
Purpose The purpose of this study is to investigate consumers' post-purchase experience when buying fresh food online. It examines the key dimensions of post-purchase online customer experience (post-purchase OCE) that impact customer satisfaction and repurchase intention. It also explores the role of corporate image as a moderator. Design/methodology/approach An online survey was conducted in China to capture participants' post-purchase OCE, satisfaction, repurchase intention and perceived corporate image. Partial least squares structural equation modelling (PLS-SEM) was utilized to analyse data collected from 317 Chinese fresh food online shoppers. Moderated mediation analysis was conducted to analyse the moderating effect of corporate image. Findings Four post-purchase OCE dimensions product-in-hand, customer support, benefits and packaging significantly drive customers' repurchase intention by enhancing customer satisfaction. Delivery is not influential. Additionally, for firms with a good corporate image, customer repurchase intention is more easily affected by post-purchase OCE than firms with a lower level of corporate image. Practical implications The findings inform fresh food e-commerce firms of the critical post-purchase OCE dimensions that mostly drive customer satisfaction and help retain customers. Furthermore, it implies that firms with a good corporate image must provide high-quality post-purchase OCE that matches the image because the consequences associated with a poor post-purchase OCE can be severe. Originality/value This research is among the first to investigate fresh food post-purchase OCE. It also introduces the previously underexplored moderating role of corporate image.
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