Factors Influencing Repeat Purchases and Positive Word-ofMouth in Mobile Grocery Delivery Applications (MGDA)

Abstract

The present study was motivated by the researcher's pursuit of investigating the factors influencing customer experiences and their subsequent impact on the decision-making process regarding repeat purchases and positive recommendations of Mobile Grocery Delivery Applications, thereby facilitating word-of-mouth promotion. Prior academic investigations have predominantly concentrated on the online grocery experience within the domain of e-commerce platforms, with limited attention afforded to the mobile interface, particularly mobile applications. Recognizing the essentiality of the grocery sector within the market landscape, the study sought to determine emerging trends, discern user preferences, and identify opportunities for enhancement. To achieve these objectives, a methodological framework combining qualitative data collection through focus group discussions and statistical analysis based on a survey administered to 207 respondents was implemented during the course of the investigation.