This qualitative study explores how mobile applications provided by supermarkets in Sweden play a role in consumers' emotional responses, specifically focusing on the sense of autonomy and frustration, and how these experiences shape long-term customer loyalty. Furthermore, this research examines how mobile interfaces influence customers’ subjective emotions during their shopping process, taking digital literacy into account.

Utilizing an abductive approach grounded in an interpretivist paradigm, primary data was collected through semi-structured interviews with ten supermarket application users aged 22 to 36 in Sweden. The empirical findings were analyzed through multiple theories and perspectives. The findings were coded, and main themes and sub-themes are generated based on codes. They are finally discussed with pre-existing literature. 

Thematic analysis revealed that high digital literacy fosters perceived control and shopping autonomy, while low digital literacy triggers profound frustration rooted in technical issues, algorithmic barriers, and perceived loss of social interaction. As a result, these mixed affective experiences impact customer loyalty both positively and negatively. Frustrated users demonstrate the tendency to switch brands, however, others remain tied to traditional loyalty drivers such as price and product availability regardless of digital touchpoints.

Based on the findings and analysis, the study concludes that successful digital transformation in grocery retail depends on addressing consumers' emotional responses rather than simply advancing technology. Besides, this research provides human-centric managerial implications for supermarket retailers on how to balance digital efficiency with emotional customer satisfaction, ensuring that mobile solutions are accessible and beneficial for all user segments.