Digital Customer Engagement
Islam, Sirajul (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024120433084
https://urn.fi/URN:NBN:fi:amk-2024120433084
Tiivistelmä
Digitalization has been a milestone for customer engagement in online grocery shopping, though adequate knowledge is in a distinct stream. Hence, the study investigates digital customer engagement in online grocery shopping. Bangladesh has been considered for the research due to its fast-growing digital economy. A case study research design, qualitative strategy, and inductive approach were incorporated, following the philosophical grounds of subjectivism, interpretivism, and constructivism paradigms. The study interviewed three high officials and five customers using semi-structured and open-ended questionnaires using Microsoft Teams and Forms. Afterward, it analyzed the data thematically.
The empirical findings illustrate that digital customer engagement is indispensable for online grocery businesses for market share. Its determinants include product freshness, a friendly digital platform and apps, the accuracy of delivery, prompt customer support and feedback, product varieties and availability, local suppliers, competitive pricing, online secured payment, and flexibility. Moreover, the prospect is incremental due to convenience shopping preferences and time savings. Digital adoption and customer satisfaction through delivery and service efficiency are also needed for sustainable growth. The study contributes to the marketing mix that market segments, prioritized customers, and promotional elements are essential to digital customer engagement in the online grocery shopping industry.
The study suggests that companies must consider customer satisfaction through payment flexibility and security, user-friendly web platforms, product availability, quality, freshness with local suppliers, and optimism for customers' queries. Companies should also incentivize various rewards to loyal customers for future growth.
The empirical findings illustrate that digital customer engagement is indispensable for online grocery businesses for market share. Its determinants include product freshness, a friendly digital platform and apps, the accuracy of delivery, prompt customer support and feedback, product varieties and availability, local suppliers, competitive pricing, online secured payment, and flexibility. Moreover, the prospect is incremental due to convenience shopping preferences and time savings. Digital adoption and customer satisfaction through delivery and service efficiency are also needed for sustainable growth. The study contributes to the marketing mix that market segments, prioritized customers, and promotional elements are essential to digital customer engagement in the online grocery shopping industry.
The study suggests that companies must consider customer satisfaction through payment flexibility and security, user-friendly web platforms, product availability, quality, freshness with local suppliers, and optimism for customers' queries. Companies should also incentivize various rewards to loyal customers for future growth.