Food delivery application quality in customer brand loyalty formation: Identifying its antecedent and outcomes

Abstract

Little evidence is available about how food delivery applications (FDAs)’s quality and value dimensions affect the customer brand loyalty process. This paper identifies the antecedents of the brand loyalty generation procedure by taking into consideration the mediating impact of the quality of FDAs and value dimensions. The online survey data was collected from Korean FDAs users and structural equation modeling was used for analysis. The results showed that brand knowledge has a positive and significant impact on all three quality dimensions that lead to increased perceived value and brand satisfaction. Quality of FDAs, value, and brand satisfaction were significant mediators. Additionally, functional value proved to have higher importance than emotional value and information usefulness had a relatively higher value compared to other quality dimensions that are used to determine customer brand loyalty for FDAs. This research provides a strong conceptual framework related to brand knowledge, quality of FDAs, value, satisfaction, and brand loyalty.