Global Journal of Management and Business Research, E: Marketing, Volume 22 Issue 2

about online groceries, there is another factor, which is technology adoption. e) Customer Trust Customer trust is another independent variable in this discussion. It is receptive conduct to what they get. Trust is a critical factor to measure success because consumers should trust the company before trusting the brand or product. A study in Turkey reveals a lack of trust in online consumers, and safety is the main barrier to not doing online shopping (Lightner et al., 2010). To show trust as an influential factor in repurchasing intention, Thorsten, in the study of understanding the relationship outcome using customer loyalty and word of mouth communication, suggested in the findings that customer trust, customer satisfaction, and commitment influence customer loyalty directly (Thorsten et al., 2002). Gaining customer trust is necessary to an organization, not only to create a loyal customer base but also to ensure they repurchase frequently, and insist their fellow customers engage more with the online grocery. A study on consumer trust argues that trust is a critical factor in deciding the relationship between buyers and sellers (Sirdeshmukh, Singh, and Sabol, 2002). In the context of online shopping, trust plays a vital role in deciding future transaction and making online payments as customer poses e-risk in making online payment to their transactions and disclosing information. In contrast to traditional retailing, customer expects online purchase so as to replace their physical experience. E-trust is the number of confidence consumers perceive in online transactions and online channels (Giao, Vuong, and Quan, 2020). The study to examine the influence of website the quality in building E-trust shows the quality of the website influence customer in their satisfaction and impact electronic word of mouth communication to recommend to other buyers. Similarly, customer trust in the B2C framework in China also revealed that customer trust induces the repurchase intention of the buyer (Yongzhi and Lu 2010). Customer trust influence customer in their repurchase intention. Customer; trust in the online shopping environment is a very significant topic to influence customer loyalty. f) Customer Satisfaction Customer satisfaction defined in Kotler and Keller’s book described that, "Satisfaction is a person's feelings of pleasure or disappointment that result from comparing a product's perceived performance (or outcome) to expectations" (Kotler and Keller 2006, p.128). Customer satisfaction is another independent variable in this study. Customer satisfaction is a crucial fact that decides the future of the business and therefore, many organizations take a great deal in creating customer satisfaction during the shopping experience. A study conducted in China to examine the satisfaction through product quality in delivery service revealed that product variety, product quality, product availability, package safety and, reliable and timely delivery create customer satisfaction (Ziaullah, Feng and, Akhter 2014). Customer satisfaction increases repurchase intention and influences customers to give a positive vibe to other unsatisfied customers. In contrast to Kotler and Keller (2006), another study revealed that satisfaction is not only the concept of just assessing the expectation but also customer influenced by factors such as service quality, product quality and, price moderating situational and personal factors (Genoveva, 2015). Customer satisfaction and loyalty to perceived service quality and brand image increase customer satisfaction (Zeithaml and Bitner, 2012). Happy customers become loyal and tend to give recommendations to others about the service quality who are potential customers. Satisfied customers are more likely to have high usage and more likely to repurchase. According to research in E-commerce, greater customer satisfaction increases the rate of repurchasing from the same provider (Rust and Zahorik, 1993). A high level of customer satisfaction leads to less likelihood of switching online service providers which increases customer repurchase and increases customer retention. Customer satisfaction positively influences repurchasing and customer retention to increase customer loyalty toward online shopping. Customer satisfaction raises customer retention, which increases the market share of the business. It is critical to consistently delight customers by providing high-quality services and products at a low price, enhancing the company's income. g) Customer Confidence How can we build customer confidence in the product, so they buy it before trying it? becomes the most significant question. Customer confidence convinces the customers to engage more with the online grocery where they have an unmatched shopping experience. Customer confidence is boosted when the brand develops trust among the audience. Customers expect reliable, safe, and quick delivery of products to their homes through online shopping. Time and reliability play a vital role in enhancing customer convenience to achieve customer satisfaction as the study stated that timely delivery, reliability, safety, and efficiency are fundamental objectives of online buyers. Customers are willing to pay more to get the fast delivery of the products. Customers expect reliable, safe, and quick delivery of products to their homes through online shopping. Customers have more freedom to switch to another website or other online platform due to unsafe and undesirable product delivery. A study found that 67% of online consumers refer return policy page. A simple return policy and money-back guarantee increase customer confidence. Quality website, security on customer payments, Factors Influencing Customer Loyalty in Online Groceries after COVID-19 in Sri Lanka 43 Global Journal of Management and Business Research Volume XXII Issue II Version I Year 2022 ( )E © 2022 Global Journals