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@article{198775,
        author = {BR Barthalome Bharathy and Dr.N.Nirmala Devi},
        title = {DETERMINANTS AFFECTING CUSTOMER SATISFACTION TOWARDS ONLINE GROCERY SHOPPING},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {11520-11527},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=198775},
        abstract = {There is a multitude of digital tools and Internet usage that have impacted consumer behaviour in general and retail consumer behaviour in particular. Online shopping for products has become a dominant consumer behaviour mode compared to face-to-face shopping, especially in cities. This research attempts to determine the critical components that determine customer satisfaction in online grocery shopping. The current research explores five experience-related dimensions, namely customer service experience, website experience, product experience, delivery experience, and brand experience, which are mediated by the general shopping experience. The quantitative approach was used in the current research; the data collection process involved a survey completed by 179 participants. The statistical data processing was conducted with the help of SPSS and included descriptive statistics, reliability analysis, correlation analysis, and multiple regression. It has been revealed that customer service experience and product experience positively influence the overall experience of online grocery shopping, while website experience, delivery experience, and brand experience positively but insignificantly influence it. Besides, the overall shopping experience has a considerable positive influence on customer satisfaction. According to the research, the most significant factors leading to satisfaction in online grocery platforms are operational efficacy and quality of the product.},
        keywords = {Customer satisfaction, Online grocery shopping, customer experience, service quality, regression analysis},
        month = {April},
        }