COVID-19, digital transformation, consumers' experience: Factors influencing satisfaction and loyalty in food retail

Abstract

Covid-19 and repercussions on a global scale made individuals see their lives interrupted, having to adapt to different contexts of everyday life. They saw their shopping habits and priorities changed, especially in terms of food. The study aims to analyze which factors have become more and less valued by Portuguese retail food buyers during and after this unusual time period. It also wants to see digital evolution's impact in off and online consumption. A quantitative study was developed through a questionnaire to a final sample of 404 Portuguese consumers. Data shows a huge importance to the stores' hygiene and high insecurities related to products' quality, freshness, and preservation. It also shows that individuals purchased more in physical stores, despite confinement and restrictions. Digital and e-commerce are just sources of information. A major limitation of the study is the use of a non-probabilistic convenience sample, despite the good number of participants. However, it proves that an omnichannel strategy is crucial to promote customers' satisfaction and loyalty.