Web content analysis of e‐grocery retailers: a longitudinal study
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 4 September 2009
Abstract
Purpose
The purpose of this paper is to investigate how e‐grocers develop their e‐fulfillment strategies to satisfy product‐specific customer needs for their grocery shopping on the internet. Findings from this paper are used to propose sustainable e‐fulfillment strategies for online grocery retailers.
Design/methodology/approach
Based on metrics of product information, customer service and e‐business quality, this paper conducted web content analyses of US grocery retailers in a longitudinal manner.
Findings
The research findings delineate a significant transition of e‐fulfillment strategies among grocery retailers. Evidence is found for the development of service metrics as well as strategic shifts in retail operations.
Originality/value
The use of a longitudinal approach provides insights into sustainable marketing strategies for online retailers to enhance consumers' perceived relative advantage and compatibility, and reduce perceived complexity in online grocery shopping.
Keywords
Citation
Lim, H., Widdows, R. and Hooker, N.H. (2009), "Web content analysis of e‐grocery retailers: a longitudinal study", International Journal of Retail & Distribution Management, Vol. 37 No. 10, pp. 839-851. https://doi.org/10.1108/09590550910988020
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited