Multidimensional value of customers' mobile service experiences in the food service context

Abstract

PurposeDespite the importance of mobile experiences in the food service industry, extant studies do not empirically examine customers' behavior. Thus, the authors examine this issue by using utility theory to understand the role of multidimensional customers' perceived value in the formation of a positive attitude.Design/methodology/approachCustomers' perceived service, process, and relationship values are hypothesized to affect satisfaction, which in turn affects attitudinal loyalty to food delivery applications. Also, the authors explore whether attitudinal loyalty influences customers' behavioral loyalty. Hypotheses are examined using data from US customers of food delivery applications. Partial least squared structural equation modeling is used.FindingsResults show that customers' perceived service, process, and relationship valuation of mobile experiences influence satisfaction, whereas only the process value influences satisfaction and attitudinal loyalty. Moreover, customers' behavioral loyalty is positively affected by satisfaction and attitudinal loyalty.Research limitations/implicationsService, process, and relationship values have been shown as an important indicator of customers' positive attitude toward food delivery service providers. Thus, this study provides a better understanding of the relationship between customers' mobile service experience and their behavior will allow service providers to design better mobile services.Originality/valueThe study extends utility theory to mobile the food delivery context. Specifically, this research demonstrates why and how customers decide to use mobile food delivery application.