Prioritizing Supply Chain Services Features in Online Supermarkets: Evidence from Greece

The Internet allows for more consumer and service provider interaction as well as more access to product and service information. Therefore, online customers now have more power of influence and negotiation than those in physical stores. The Internet shifted the power balance in favor of customers by allowing them to compare items and locate alternatives without being pressured by salespeople. On the other hand, various issues have emerged with respect to supply chain performance and customer satisfaction. The goal of this study is to assess the logistical performance of online supermarkets from the perspective of their customers. It aims to improve our knowledge of customers’ expectations for the relevant service and how they view the final delivery. The Kano model is used to assess customers’ perceptions regarding the presence and absence of attributes related to supply chain service quality in the case of Greek supermarkets.