E-handel av livsmedel : En kvalitativ studie som undersöker hur e-service quality påverkar kundens köpbeteende

Sammanfattning: Introduction: E-commerce has shown a large increase in the last years and constitutes a great portion of the market. This has led to a digital shift and more people choose to e-shop. This has affected the retail business, since there are new, more comfortable ways to buy your groceries. Furthermore, the food e-commerce differentiates from the general e-commence, since customers feel comfortable being able to smell, touch and see the groceries they are buying. Purpose: The purpose of this study is to achieve a higher and deeper knowledge of how the e-service quality affects the customers purchasing behavior in a digital food commence. Furthermore, the purpose is to identify notable factors within e-service quality which affects the customers purchasing behavior. Method: This is a qualitative study which has had an abductive approach. It is a combination between an inductive and a deductive attempt. The empirical material has been collected through six semi-structured interviews with Zeithaml, Parasuraman & Malhotra (2002) e-service quality dimensions for basis. Thereafter the empirical results were analyzed with the different steps of the buying process. Conclusion: Through this study, we noticed no significant difference between the interviewees which probably is a result of a high "internet habit". Thanks to the study, we were able to conclude that there are a number of distinct factors within the e-service quality dimensions that affects the customers purchasing behavior. Seeing that this is a subject going through constant development in contemporary with the digital evolution we find it useful to study, because the old barriers are replaced with new ones.