Platform Type as a Boundary Condition of Customer Retention in Online Grocery Shopping: Evidence from Multigroup Structural Equation Modelling
This study utilizes multigroup structural equation modelling on data from 807 Indonesian consumers to demonstrate that customer retention mechanisms in online grocery shopping are platform-specific, with mobile app users driven primarily by service quality and satisfaction, while website users are more influenced by responsiveness, content adequacy, and interactivity.
Original paper licensed under CC BY 4.0 (https://creativecommons.org/licenses/by/4.0/). This is an AI-generated explanation of the paper below. It is not written or endorsed by the authors. For technical accuracy, refer to the original paper. Read full disclaimer
In the modern world of commerce, a simple act like buying groceries has migrated from the local market to the digital screen. This shift has created a vast landscape of online stores, but a fundamental question remains about how these digital spaces function: does a customer's loyalty depend on the device they use? To understand this, researchers look at the concept of "retention," which is simply the ability of a business to keep a customer coming back. This loyalty is usually built on how well a service performs, how clear the information is, and how smoothly the technology works. For years, it was often assumed that these factors mattered equally whether a person shopped on a computer or a phone. However, as digital habits have evolved, scientists have begun to suspect that the environment itself—the specific interface of a mobile app versus a website—might change what a customer actually values.
A team of researchers from universities in Indonesia set out to test this idea by examining the behavior of 807 people who buy groceries online. They split these shoppers into two distinct groups: those who primarily use mobile applications on their phones and those who prefer browsing on websites. Using a statistical method that allows for a direct comparison of how different groups think and act, the team analyzed what drives each group to return for another purchase. They looked at a wide range of factors, from the visual design of the screen and the speed of the connection to the quality of the product descriptions and the helpfulness of customer support. The goal was to see if the path to customer loyalty was the same for everyone, or if the type of device acted as a boundary that changed the rules of the game.
The study revealed that the rules are indeed different depending on the screen. For the shoppers using mobile applications, the experience is driven by the immediate feel of the technology. These users are most influenced by how the app looks and feels, specifically the clarity of the design and the ease of navigating through menus on a small screen. They also place a high value on the system's ability to be innovative, offering new features that make the task easier, and on how accessible the app remains even when network conditions are not perfect. For this group, the interaction is fast and fluid; they want the technology to disappear so they can get their shopping done quickly. The researchers found that when these users feel the app is visually clear, stable, and responsive, they are much more likely to return.
In contrast, the shoppers who prefer websites operate with a different set of priorities. Because a website offers a larger screen and more space for information, these users are less concerned with the immediate visual flair and more focused on the substance of the content. Their loyalty is driven by the completeness of the information provided, such as detailed product descriptions, nutritional facts, and clear pricing. They also place a significantly higher value on responsiveness, meaning they expect timely and effective support when they have questions or issues. The website user tends to be more deliberate, taking time to process information and relying on the platform to provide a thorough, trustworthy environment for making decisions. For them, the promise of a complete and accurate service is what keeps them coming back.
Crucially, the study found that while some factors like interactivity—such as the ability to chat with support or track an order—matter to both groups, the weight of these factors shifts dramatically between the two. The research explicitly challenges the idea that a single strategy can work for all digital platforms. It demonstrates that what makes a mobile user happy is not necessarily what makes a website user happy. The authors conclude that customer retention is not a neutral process that works the same way everywhere; instead, it is deeply tied to the specific context of the device. This means that businesses cannot simply copy and paste their mobile app design onto a website, or vice versa, and expect the same results.
The findings offer a clear map for the future of online grocery retail. Rather than treating all digital shoppers as a single group, companies must recognize that mobile users are looking for a streamlined, innovative, and visually intuitive experience, while website users are seeking depth, detail, and reliable support. By understanding these distinct behavioral patterns, retailers can tailor their digital environments to match the specific expectations of their customers. The study does not provide a final design blueprint, but it provides the essential evidence needed to build one, showing that the path to a loyal customer begins with understanding the unique world they are browsing in.
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