Engagement and loyalty in mobile applications for restaurant home deliveries

Abstract

This study examines user engagement and loyalty in mobile applications for restaurant home deliveries during the COVID-19 pandemic. It explores the concepts of loyalty, engagement, and interactivity, with convenience and safety as drivers for continued use.Using Partial Least Squares Structural Equations Modelling (PLS-SEM), data from 349 users of restaurant ordering apps in Colombia was analysed. Results indicate that engagement, convenience, and safety positively influence loyalty. Interactivity indirectly affects loyalty through engagement.This research sheds light on the factors impacting engagement and loyalty, specifically during the pandemic. It addresses underexplored marketing relationships and guides companies operating such apps to understand key drivers of user loyalty.