Current Issue : April-June Volume : 2026 Issue Number : 2 Articles : 1 Articles
The online grocery retail sector has witnessed unprecedented growth in recent years, driven by digital adoption, shifting consumer behaviour and evolving supply chain models. However, sustaining profitability in this highly competitive, low-margin environment remains a critical challenge for e-grocery firms. This conceptual study proposes a framework integrating operational efficiency, technology integration and customer loyalty as strategic drivers of long-term financial performance. Drawing upon behavioural theories, including Ajzen’s (1991) theory of planned behaviour and the theory of reasoned action, the paper highlights how consumer attitudes and purchase intentions interact with firm-level operational and technological capabilities to influence repeat buying behaviour and retention. Operational efficiency, encompassing inventory management, warehouse automation and last-mile logistics, reduces cost pressures and enhances order accuracy. At the same time, advanced technologies, including AI-driven analytics and real-time data platforms, enable predictive demand management, personalised customer experiences and scalable service delivery. Beyond traditional loyalty programs and reward points, customer loyalty is conceptualised as an outcome of consistent convenience, satisfaction and value creation, reinforced through data-driven personalisation, seamless user experiences and proactive engagement strategies. The study also emphasises that profitability emerges from the synergy of these elements rather than from isolated improvements. Comparative studies across markets, assessments of the impacts of AI adoption and exploration of moderating factors such as supply chain resilience and sustainability practices are suggested as potential avenues for future inquiry. The framework offers a structured perspective for academics and practitioners seeking to understand and leverage the strategic interplay of operations, technology and loyalty to achieve sustainable profitability in the rapidly evolving online grocery ecosystem....
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