Influence of service attributes of food delivery application on customers' satisfaction and their behavioural responses: The IPMA approach

Abstract

The main objectives of this study are to verify the underlying service attributes of food delivery application (FDA), propose a structural model to investigate service dimensions that affect customer satisfaction and subsequent behavioural constructs in terms of advocacy and intention to reuse the app, and prioritise the service attributes of FDA. This study uses structural equation modelling with consistent partial least squares (PLSc) analysis. The data were conducted with 1,406 FDA users who have experienced ordering food through mobile applications in Thailand. Results indicate that delivery experience, ease of use, reviews, food rider and time-saving FDA attributes have strong and positive influences on user satisfaction, which, in turn, affect behavioural responses (i.e., advocacy and intention to reuse the app). In-depth analysis through IPMA reveals various attributes that concern food riders, reviews and time-saving should be given attention by concerned practitioners. The findings contribute to hospitality literature and have pragmatic contribution for practitioners in the food and restaurant industry. Besides structural relationship analysis among FDA service attributes, satisfaction and customer behavioural responses, importance–performance map analysis with PLSc estimator is utilised to identify which FDA service attributes are highly important and performed, thereby leading to an increase in favourable customer experience when using FDA.