IMPACT OF CONSUMER E-SATISFACTION ON CONSUMER LOYALTY WITH THE MEDIATION EFFECT OF CONSUMER TRUST TOWARDS E-TAILING GROCERY SHOPPING APPLICATIONS

Abstract

The rapid growth of e-tailing grocery applications has reshaped grocery shopping behavior, creating both opportunities and challenges for customer retention. This study examines the direct effect of consumer e-satisfaction on consumer loyalty and tests the mediating role of consumer trust in the relationship. Drawing on a synthesis of literature from 2020–2025 and a quantitative research approach, the study hypothesizes that (1) e-satisfaction positively affects trust and loyalty, and (2) trust mediates the e-satisfaction → loyalty link. A quantitative, cross-sectional design is recommended to test the proposed model. Questionnaire is the study instrument used. Active users of e-grocery shopping applications who made at least three purchases in the previous six months. Convenience Sampling Method is adopted to select the samples. A sample of 172 respondents participated in the study.  Overall reliability of the study stands at 84.9% (Chronbach’s alpha = 0.849).  Correlation analysis and mediation analysis are performed using SPSS v.25. Results suggest that e-satisfaction influences trust and loyalty significantly, while trust frequently functions as a partial mediator in online retail contexts. Managerial implications focus on service quality, secure transactions, delivery reliability, and trust-building mechanisms to sustain customer loyalty in e-grocery platforms.