Abstract
Online food delivery service (OFDS) has been widely utilized during the new normal of the COVID-19 pandemic, especially in a developing country such as Indonesia. The purpose of this study was to determine factors influencing customer satisfaction and loyalty in OFDS during the new normal of the COVID-19 pandemic in Indonesia by utilizing the extended theory of planned behavior (TPB) approach. A total of 253 respondents voluntarily participated and answered 65 questions. Structural equation modeling (SEM) indicated that hedonic motivation (HM) was found to have the highest effect on customer satisfaction, followed by price (P), information quality (IQ), and promotion (PRO). Interestingly, this study found out that usability factors, such as navigational design (ND) and perceived ease of use (PEOU) were not significant to customer satisfaction and loyalty in OFDS during the new normal of COVID-19. This study can be the theoretical foundation that could be very beneficial for OFDS investors, IT engineers, and even academicians. Finally, this study can be applied and extended to determine factors influencing customer satisfaction and loyalty in OFDS during the new normal of COVID-19 in other countries.
Highlights
Following the theoretical framework explained before, we developed a self-administered questionnaire for this study to analyze factors that affect online food delivery services during the COVID-19 situation in Indonesia (Table 2)
structural equation modeling (SEM) found that hedonic motivation (HM) had a significant direct effect on intention to use (ITU) (β = 0.53, p = 0.001), which supports the claim by Yeo et al [8]
The current study utilized an extended theory of planned behavior (TPB) to determine factors affecting the customer satisfaction and loyalty in Online food delivery service (OFDS) during the new normal of COVID-19 measures among Indonesians
Summary
Publisher’s Note: MDPI stays neutral with regard to jurisdictional claims in published maps and institutional affiliations. Online food delivery service (OFDS) can be defined as any food delivery transaction with monetary value that is done through mobile handheld devices, such as smartphones or personal digital assistants [1]. OFDS is a common platform in 2020 due to the growth of internet users [2]. Academicians, marketing managers, and even retail industries are continuously engaged in the enhancement of OFDS, aiming to minimize the costs while maximizing the number of users. Indonesia is one of the developing countries that heavily utilizes OFDS in daily activities
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