Abstract
This study employs online relationship marketing theory and
generational cohort theory to investigate the impact of service
convenience, e-service quality, and e-trust on e-satisfaction among
consumers using grocery apps in emerging markets. Data was
collected via online questionnaires from 300 Generation X
consumers purchasing groceries online in an emerging market.
Structural equation modelling was utilised for data analysis. The
findings confirm that service convenience, e-service quality, and etrust
significantly drive e-satisfaction among Generation X
consumers using grocery apps in selected South African retailers.
This research contributes to a deeper understanding of factors
influencing e-satisfaction in online retail, with implications for
future relational intentions. It provides valuable insights for grocery
retailers in emerging markets aiming to enhance customer
satisfaction and build enduring relationships amidst competitive
online retail environments.