Factor affecting the customer decision to use E-Grocery delivery market in Thailand

Abstract

Due to the advent of technological innovation, which has significantly changed both consumer lifestyles and business operations, many industries must start adjusting. This includes the retail grocery sector as well, which must change and provide customers services that are more comprehensively beneficial. Undoubtedly, the Covid 19 epidemic has increased the use of the Online Grocery platform, especially when customers felt unsafe going outside. Technology upgrades were used to help retailers maintain sales and to provide grocery delivery services with the possibility to expand their client base. The key components impacting the customer decision to use the E-grocery platforms are current purchasing behavior, application services, delivery services, products offered to the customers, and lastly customer services. Therefore, the objective of this research is to investigate and determine the significant factor that affects the customer’s decision to use the E-grocery delivery market in Thailand. To come up with the finding, a total of 111 respondents attempted the survey which was then analyzed by the SPSS program. By using the factor analysis, the result shows that among the five components which are purchasing behavior, application services, delivery services, products offered to the customers, and, customer services, four components have shown a significant impact on customer decisions which are purchasing behavior, application services, delivery services, and products offered.