Abstract
The rapid growth of India’s e-commerce ecosystem has accelerated the adoption of Online Grocery Delivery services, driven by shifting consumer lifestyles, increased digital penetration, and expectations for convenience. This study examines the influence of e-service quality dimensions—perceived control, service convenience, customer service, and service fulfillment—on customer satisfaction and loyalty, using the e-SELFQUAL framework. Data were analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4. Reliability, convergent validity, discriminant validity, predictive relevance, and hypothesis testing were conducted. The findings revealed that service convenience, customer service, and service fulfillment significantly and positively impact customer satisfaction, whereas perceived control does not exhibit a significant effect. Furthermore, customer satisfaction strongly predicts customer loyalty toward OGD platforms. These results highlight the crucial role of operational accuracy, responsiveness, and ease of use in shaping positive online grocery experiences. From a managerial perspective, enhancing fulfillment reliability, real-time customer support, and seamless ordering processes can substantially improve satisfaction and long-term loyalty. The study contributes to the growing body of literature on e-service quality by validating the applicability of the e-SELFQUAL model within the Indian OGD context and provides strategic insights for practitioners seeking to optimize customer experience in a highly competitive digital marketplace.
Keywords: Customer Loyalty, Customer Satisfaction, e-SELFQUAL, Online Grocery Delivery, Service Quality.