 Why do online grocery shoppers switch? An empirical investigation of drivers of switching in online groceryReema Singh and Sara Rosengren Journal of Retailing and Consumer Services, 2020, vol. 53, issue C Abstract: The article sets out to develop a deeper understanding of the drivers of switching behavior in an online grocery context, which is becoming a key area of focus for grocery retailers. Applying the push, pull, and mooring framework (PPM) popularly used in migration and switching literature, we empirically assessed factors that might contribute to online grocery switching. The results highlight that retailer-related push factors (customer service, issues with delivered products, technical issues, and high price perception) and competitor-related pull factors (WOM and alternative attraction) have significant direct effects on switching. Furthermore, the results also show that consumer-related mooring factors (switching cost and prior switching behavior) significantly moderate switching. The findings provide valuable insights to retailers on the drivers of switching behavior in online grocery retailing, which can be used to develop strategies to reduce consumer switching and hence increase consumer retention. Keywords: Online grocery; Push-pull-mooring; Switching behavior (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:53:y:2020:i:c:s0969698919302012 DOI: 10.1016/j.jretconser.2019.101962 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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