Sustaining customer loyalty of fresh food e-tailers: an empirical study in China

Purpose: With the rapid development of fresh food e-commerce, sustaining customer loyalty is becoming critical for fresh food e-tailers (FFE) to be competitive. This study aims to investigate how to sustain customer loyalty of FFE in China. Design/methodology/approach: A comprehensive literature review leads to the development of a conceptual model using the American customer satisfaction index (ACSI). This model is then tested and validated through structural equation modelling (SEM) of the survey data in China. Findings: The study reveals that trust and perceived product risk significantly affect customer loyalty. It states that trust is significantly influenced by customer satisfaction and perceived product risk. Furthermore, the study shows that perceived risk of online shopping does not significantly influence customer trust and loyalty. Originality/value: This study is the first in China for exploring how to sustain customer loyalty of FFE. The findings are significant for FFE to develop customer loyalty by formulating appropriate policies and strategies.