FRESH FOOD ONLINE SHOPPING REPURCHASE INTENTION: THE ROLE OF POST-PURCHASE CUSTOMER EXPERIENCE.

Abstract

This study examines the determinants of repurchase intention in fresh food online shopping by emphasizing the critical role of post-purchase customer experience. As online grocery and fresh food platforms expand rapidly, retaining customers has become a strategic priority, particularly due to the perceived risks associated with product freshness, quality, and delivery reliability. Drawing on consumer behavior and relationship marketing perspectives, this research investigates how post-purchase experience dimensions—such as perceived product quality, delivery performance, information transparency, customer service responsiveness, and satisfaction—shape trust, perceived value, and ultimately repurchase intention. Using a quantitative research design, data are collected from online fresh food shoppers and analyzed through advanced statistical techniques to test the proposed relationships. The findings are expected to demonstrate that positive post-purchase experiences significantly enhance customer satisfaction and trust, which in turn drive repeat purchasing behavior. This study contributes to the literature by extending post-purchase experience research to the fresh food e-commerce context and offers practical insights for online retailers seeking to improve customer retention through experience-focused strategies.