A Study on the Customer Attitude using ABC Model towards 7Ps of Services Marketing Mix of e-Grocery Mobile Apps in India

Abstract

The purpose of this study to know the factors influencing the overall customer attitude using the ABC model towards the 7Ps of services marketing mix of the e-grocery app. An online survey of 226 sample size was conducted by the convenience sampling method. The results of confirmatory factor analysis (CFA) confirmed the factor structure of the 7Ps of the services marketing mix (product, price, place, promotion, people, process, and physical evidence). Furthermore, multiple regression results showed that physical evidence, process, and promotion of e-grocery apps are among the most influencing factors on overall customer attitude.