Abstract
ABSTRACTThis study assesses the direct influence of food quality and e-service quality on customer loyalty toward online food delivery (OFD) service and its indirect influence through the mediation of customer satisfaction and perceived value. This study uses a survey of 405 OFD service customers from Bandung, Indonesia. By applying variance-based partial least squares to evaluate the proposed model, this study confirms the direct effect of food quality on online loyalty, but not e-service quality. Further, this study discloses the partial mediation role of customer satisfaction and perceived value on the relationship between both food quality and e-service quality on online loyalty toward OFD services.
Highlights
The progress in internet technology which facilitates the e-commerce activities has altered the behaviour of both consumers and firms
This study represents the first effort to scrutinize the consequences of both food quality and e-service quality on customer post purchase behaviour in the OFD service environment
This study shows the importance of food quality in influencing customer loyalty towards the OFD service
Summary
The progress in internet technology which facilitates the e-commerce activities has altered the behaviour of both consumers and firms. Recent development shows that food has become one of the most preferred shopping and is growing rapidly, 12% per year (Chang et al, 2014).This development is an opportunity as well as a challenge for restaurants, as it creates a fierce competition. In this challenging environment, having loyal customers is imperative for online business firms (Pee, Jiang, & Klein, 2018)
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