Expectancy Disconfirmation Theory Research Articles

Beyond convenience: understanding the nexus of food biosafety, service quality, and brand image in online food delivery services

ABSTRACT This study aims to present an integrative model assessing the impact of Food Biosafety Measures (FBM), e-Service Quality (e-SQ), and Product Quality (PQ) on Online Food Delivery Service (OFDS) brand image, e-consumer satisfaction (e-CS), and e-loyalty (e-LO), grounded in Expectation-Disconfirmation Theory (EDT). Employing a cross-sectional survey design, the study analyzed responses from 911 users in Bogotá and Medellín through structural equation modeling (PLS-SEM). A multigroup analysis assessed differences across these two cities. The study found that FBM significantly enhances e-CS but does not directly impact brand image, suggesting other factors, such as e-SQ and PQ, play essential roles. E-SQ and PQ robustly influence brand image, which modestly affects both e-CS and e-LO. The study confirms that e-CS significantly fosters e-LO, with FBM indirectly influencing e-LO via e-CS. For OFDS managers and policymakers, emphasizing food biosecurity, service, and product quality is vital for enhancing consumer satisfaction and fostering loyalty. Geographical nuances revealed through multigroup analysis indicate the importance of region-specific strategies for service quality and market expansion. This research fills a gap in the OFDS literature by empirically validating non-food quality attributes in generating e-CS and, indirectly, e-LO. It highlights the complexity of brand image construction and provides a framework for OFDS brands to augment consumer satisfaction and loyalty in a dynamically evolving sector.

Service failure is bound to happen: Unraveling the impact of dissatisfaction, complaint behavior and re-travel intention in travel and tourism industry

Service failure is bound to happen, but dissatisfaction has always been undermined by scholars previously. The present study investigates dissatisfaction factors in travel decision-making leading towards re-travel intention with the help of the expectancy disconfirmation theory (EDT) model. Moreover, complaint behavior mediates the relationship between dissatisfaction and re-travel intention concerning the factors involved in it. For the findings, 434 real-time responses were collected through an offline survey following the lifetime value (LTV) approach. Kaiser-Meyer-Olkin (KMO) and Bartlett's tests were conducted to test the sphericity of the variables one by one. Furthermore, structural equation modeling (SEM) was implied to test the measurement and structural models. All the hypotheses supported and accepted the proposed research questions. The findings reveal that the dissatisfaction factors, with their interaction terms (transaction-based and experience-based), help study the variable dissatisfaction and its multifaceted concept in travel and tourism literature. Moreover, complaint behavior is identified as a key mediating factor in the relationship between dissatisfaction and re-travel intention, suggesting that commuters' response to dissatisfaction, including complaints, shapes their future re-travel intentions. The theoretical implications of the study are substantial, as it advances our understanding of commuter behavior in the context of public transport travel and tourism. Practically, the findings offer actionable insights for public transport authorities and service providers. Understanding the specific dissatisfaction factors influencing re-travel intention allows for targeted interventions to improve service quality and customer experience. Recognizing the importance of effective complaint management systems can help organizations better address customer grievances and mitigate the negative effects of dissatisfaction on re-travel intention.

An Examination of Students’ Perspectives of Medical English Course Quality in Guangdong Medical Universities

Phenomenon: In China, medical English courses are critical to medical education, equipping Chinese students with the linguistic tools necessary for international medical practice and collaboration. However, a disconnect persists between the pedagogical approaches of medical practitioners and language educators, leading to a curriculum that emphasizes grammatical accuracy over practical communication skills. This misalignment results in student disengagement and falls short of addressing the real-world demands of the medical profession. With the growing importance of English proficiency in the global health sector, the need for significant improvements in medical English education is evident. This study delves into the underlying causes of student demotivation and aims to reconcile educational delivery with the evolving expectations of the medical field. Insights gained from this research will inform targeted interventions, promising to enhance medical English courses and support improved educational experiences for Chinese medical undergraduates. Approach: This cross-sectional quantitative study surveyed 3,046 second-year medical students from four medical universities in Guangdong Province, China, leveraging means-analysis and Expectancy-Disconfirmation Theory (EDT) as its foundation. The research was conducted at the end of the 2022–2023 academic year, utilizing a questionnaire to assess students’ perceptions of their medical English courses. Importance-Performance Analysis (IPA) was the primary analytical tool to discern discrepancies between students’ expectations and experiences. Findings: The IPA revealed that course content, classroom environment, and instructor effectiveness were pivotal factors influencing the perceived quality of the medical English courses. Students expressed a need for practical and relevant course material, with current content and textbooks falling short of preparing them for future medical communication demands. Additionally, while learning technologies were acknowledged, there was a discernible preference against their excessive application, suggesting a misalignment between student satisfaction and learning outcomes. Insights: This study highlights the need for innovative staffing models, refined qualifications for part-time instructors, development of collaborative and practical teaching materials, and focused training for medical English instructors. It also emphasizes the judicious integration of e-learning to enhance the learning experience. These insights aim to improve instruction quality by informing potential pedagogical adjustments and resource allocations in medical English education.

From Enchantment to Action: How Tourists’ Experiences Drive Revisit Intention

Considering the increasing trends of traveller’s visiting various destinations, it is critical to investigate the role of customer experience and experience quality in promoting revisiting destination to boost the business particularly for beach cities. Therefore, the present study examines the role of customer experience (CE) in explaining the revisit intention (RI) of tourists to re-visit the destination and attempts to assess the effect of experience quality (EQ), perceived value (PV), and customer satisfaction (CSAT) as mediators. The inter-relationships, which are based on strong theoretical underpinning of Expectancy Disconfirmation Theory and Extended Theory of Planned Behavior, are investigated using a multi-dimensional and hierarchical approach, resulting in a model fit. This study employed a survey-based design by collecting responses from 634 respondents who has recently visited destinations for leisure. PLS-SEM was employed to assess the model fit and path coefficients. The study found that CX significantly influences the behavioral intention of customers to re-visit the destination which was recently visited. Further, the research does not find significant mediation between EQ and CSAT to RI. However, a PV significantly mediates between CE and behavioral intention. This study adds value to service marketing theory in numerous ways. First, it reveals the effect of CE on RI; second, it establishes that all mediators play a significant role in improving the effect of customer experience over revisit destination. Considering the significant findings, this research also supports managers in designing and implementing market-oriented strategies to enhance CE from the destination, thereby positively affecting RI of the destination.

Service quality and customer satisfaction in the airline industry in Tanzania: a case of Air Tanzania Company Limited

This study aimed to assess the influence of service quality on customer satisfaction within Air Tanzania Company Limited (ATCL) in Dar es Salaam, with a specific focus on the influence of tangible elements, personal services, and airline image. The study adopted a theoretical framework based on the Expectancy Disconfirmation Theory and the AIRQUAL Model for understanding the relationship between service quality and customer satisfaction. To achieve the study’s objectives, a cross-sectional research design was employed, allowing for the collection of data from a diverse sample of ATCL customers. The sample was selected using a combination of simple random sampling and purposive sampling techniques. A total of 302 ATCL customers and 8 supervisors from ATCL participated in the study, providing valuable insights into their perceptions of service quality and its effect on their overall satisfaction. Data collection was primarily conducted through structured questionnaires and face-to-face interviews. The data was analyzed using Binary Logistic Regression in IBM SPSS Statistics 23, allowing for the identification of significant relationships between service quality dimensions and customer satisfaction. The analysis of perceived service quality dimensions showed that customers' perceptions of ATCL’s service quality fell short of their expectations, with negative scores across all dimensions. This suggests a general dissatisfaction among customers with the service quality provided by ATCL. Specifically, the rankings indicated that airline image was the top contributor to dissatisfaction. The overall index score for service quality further supported these findings, registering at -0.3996. The binary logistic regression results indicated significant positive relationships between all three dimensions (tangible elements, personal services, and airline image) and customer satisfaction. To maintain service quality standards, collaboration between policymakers and ATCL management is crucial to establishing guidelines as well as conducting regular audits, allocating enough resources for tangible improvements and investing in employee training for better customer interactions.

Customer Responses to Airline Service Failure: Perspectives from Expectation Disconfirmation Theory

Air service failures and negative customer reactions have been the subjects of increasing media attention in recent years. Drawing upon the expectation disconfirmation theory (EDT), this study investigates the impact of airline service failures on various negative emotions and negative behaviors of customers based on prior expectations and actual experiences after a service failure. The collected data was from 561 customers who experienced an air service failure within the past 6 months. The results show that, consistent with the EDT theory, prior expectations and actual experiences when an airline service failure occurs lead to disconfirmation, and this determines the negative emotions of customers. The results also show that, worry and frustration only lead to negative word-of-mouth intentions. Meanwhile, anger over an airline service failure will affect both complaints, negative word-of-mouth, and intention to switch to another airline. This study contributes by expanding and showcasing the applicability of the EDT theory to the domain of airline service failures.

TRANSITIONING FROM THE STAGE TO THE BARRACKS: EXPLORING THE IMPACT OF MILITARY SERVICE ON BTS ARMY’S CONSUMER BEHAVIOR

BTS’ loyal fandom exists in the Philippines despite the geographic disparity and the language barrier and they have developed a fanatical attitude towards the group. All "able-bodied men" in South Korea, including members of BTS, are required to serve in the military for two years. This study seeks to examine the effect of the inactivity of BTS on Filipino ARMY but might have the intention to switch to other K-pop groups to idolize. The study is anchored in the Expectation Disconfirmation Theory and mainly employed a quantitative design. The results showed that Filipino ARMY’s Expectation and Hedonistic Consumption have a significant effect on Disconfirmation. Emotional Attachment was added as a moderating variable, and results showed that it has a significant moderating effect between Disconfirmation and Switching Intention. The study will benefit marketers as the results can give insights on how to sustain brand loyalty.

부동산 중개플랫폼 정보사용자의 만족도에 관한 연구

This study examines how user expectation influence satisfaction on real estate brokerage platforms applying the expectancy-disconfirmation theory. It operationalized and measured variables such as user expectations, perceived performance, expectancy-discrepancy, satisfaction, and subsequent behavioral intentions based on prior research. Hypotheses were developed for empirical analysis, and data from 272 responses collected via a 5-point likert scale survey were analyzed. Structural equation modeling(SEM) was employed to validate relationships among variables and analyze direct and indirect effects. The results indicate that user expectations significantly affect performance but not expectancy-discrepancy or satisfaction directly. However, expectations indirectly impact satisfaction through expectancydiscrepancy, acting as a criterion for satisfaction before direct user experience. Performance influences expectancy-discrepancy but not satisfaction directly. Expectancy-discrepancy positively influences satisfaction, leading to subsequent behavioral intentions like revisiting or recommending the platform. In summary, although user expectations do not directly influence satisfaction, their indirect effect through expectancy-discrepancy underscores the dynamic interplay between expectations and satisfaction.

Impact of supply–demand matching on citizen satisfaction: analysis based on expectancy disconfirmation model

In the context of ensuring the well-being of citizens, the energy industry should predominantly adhere to the people-oriented approach. Investigation of citizen satisfaction through the lenses of power supply and societal demand is of utmost importance. This study constructs a satisfaction model based on expectancy disconfirmation theory, employs response surface analysis to explore the impact of matching degree between demand and supply on citizen satisfaction. The results show that citizen satisfaction is notably higher in case of a match between public expectations and supply quality compared to mismatch scenarios. Furthermore, instances involving both high public expectations and high supply quality, yield greater satisfaction compared to scenarios involving low public expectations and low supply quality. Importantly, citizen satisfaction experiences a dip when public expectations surpass supply quality, unlike situations where public expectations fall short of supply quality. Policy awareness does not moderate the effect of matching analysis on citizen satisfaction. This research enriches the scope of understanding the complex nature of public satisfaction, offering theoretical support for the high-quality development of power supply departments, catering to both energy needs and well-being of citizens. Thus, the current study significantly contributes to promoting the sustainable and high-quality development of the local social economy.

Understanding smart service failure: The case of smart restaurants

Is smart dining a smart choice? This research steers away from the positive connotation of smart service to embark on the smart service failure phenomenon. It draws on expectancy disconfirmation theory with data collection from two studies. Findings reveal a triadic model of service failure in smart eateries with respect to core smartness failure, smartness servicescape failure, and smartness interactivity failure. These primary failure categories are attributed to patrons’ overexpectations from smart services, as well as their personal needs and smart performance-induced cognitive evaluations. Importantly, social media hype seems to play a major role in customers’ overexpectation. This research on one hand enriches the discourse on smart dining and restaurants, while on the other hand, it bridges the gap between smart service and service failure by providing a field inquiry to answer questions such as why smart services fail and how usage of technology could backfire when services are dominated by smart devices with little employee intervention. In essence, this work contributes to the smart service literature by understanding the drawbacks of technology.

What affects the promoting intention of mobile banking services? Insights from mining consumer reviews

Unlike adoption intention, the post-adoption intention of mobile banking (m-banking) services has not been extensively investigated. Most extant studies predicted usage continuance intention as a post-adoption behaviour. However, existing consumers' promoting intention is yet to be explored. This study attempts to address the concerns of technology-resisting consumers in India who seek signals from existing consumers which can change their perception towards m-banking adoption. We adopt the Expectation Disconfirmation Theory and Thatcher's framework to understand the cognitive factors induced by m-banking services which affect consumers' post-exposure behaviour. Using natural language processing, we identify the relevant factors by mining a total of around 157 thousand and 190 thousand consumer reviews from Google play store and Apple app store on PhonePe and Paytm respectively, two extensively used m-banking apps in India. We craft a unique framework by mapping these factors to theoretical lexicons. We use multiple ordinal regression models to confirm how these factors affect the promoting intention of m-banking services. We find perception of resources, internet anxiety from cyberthreats, technology-trusting performance, and intention significantly influence the promoting intention for PhonePe, whereas, technology-trusting expectation too impact the promoting intention for Paytm. Apart from the technology-resisting consumers, our findings can also help the mobile banking service providers improving their services, enhancing markets, and gaining more customers.

The antecedents of customer satisfaction in the live-streaming commerce of green agricultural products.

Live-streaming technology has been widely adopted to promote the sale of green agricultural products. Based on the literature regarding electronic commerce and customer satisfaction, this article integrates expectation-disconfirmation theory and the SERVQUAL model to investigate the antecedents of customer satisfaction and the routes along which the former drives the latter in the live-streaming commerce of green agricultural products. Our results demonstrate that most consumers are satisfied with the live-streaming commerce of green agricultural products, with an overall satisfaction degree of medium to high. In addition, a total of four antecedents are identified, namely commodity, live-streaming platforms, live-streaming contents and supporting services. Among the variables relevant to commodity, "commodity brand building" has the highest weight. Meanwhile, the corresponding variables for live-streaming platforms, live-streaming contents and supporting services are "interface design", "live-streaming atmosphere" and "privacy protection", respectively. Furthermore, live-streaming platforms are found to have the strongest direct influence on customer satisfaction, while commodity is found to have the strongest indirect and total influence on customer satisfaction. The theoretical and managerial implications are discussed at the conclusion of this article.

Sustainable Coffee Empowerment in Saudi Arabia: Unleashing Potential Through Comprehensive Cupping Sessions

This paper describes a study that used coffee cupping sessions to evaluate various coffee samples from green coffee merchants in Saudi Arabia. The study focuses on attaining quality assurance, assessing suppliers, empowering people, encouraging sustainability, and differentiating the firm in the market. The study integrates theories such as Expectancy Disconfirmation Theory, Resource-Based View, Self-Determination Theory, Triple Bottom Line, and Differentiation Strategy. Qualitative and quantitative elements were blended in a mixed methods approach. Randomly chosen single origin coffee samples were procured from trustworthy vendors in Jeddah, Riyadh, and Dammam. Cupping sessions were held in accordance with the Specialty Coffee Association (SCA) standard cupping methodology, and experienced participants rated the samples. The results and analysis included an overview of the cupping sessions, sensory evaluation data analysis, a comparison of samples from various suppliers, and the identification of important taste profiles and attributes. Employee empowerment was also stressed in the study through coffee evaluation, which included training and educational activities, the impact on participants' knowledge and abilities, and their feedback and reflections. Furthermore, the study looked at the consequences of sustainability, focusing on supporting sustainable practices, strengthening partnerships with suppliers, and improving quality to increase market competitiveness. The cupping session technique was described in depth in the professional report, which included randomization and sample division, roasting and resting methods, standardized roasting procedures, calibration and perception sessions, blind cupping, transparency measures, and post-cupping session communication

The Impact of Online Reviews on Hotel Performance

Purpose: The main objective of this study was to explore the impact of online reviews on hotel performance.
 Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library.
 Findings: The findings revealed that there exists a contextual and methodological gap relating to the impact of online reviews on hotel performance. Preliminary empirical review revealed that online reviews serve as a potent mechanism through which potential guests gather information, make booking decisions, and form perceptions about hotels. These findings underscore the need for hotels to adopt a proactive approach to online reputation management, engage with guest feedback, and leverage online reviews as a strategic tool for improving their performance in an increasingly competitive hospitality industry. As travelers continue to rely on online reviews to guide their choices, the role of online feedback in shaping the success and sustainability of hotels is likely to remain a critical area of study and strategic focus in the years to come.
 Unique Contribution to Theory, Practice and Policy: The Social Influence theory, the Information Asymmetry theory and the Expectancy Disconfirmation Theory may be used to anchor future studies on hotel performance. The study recommended for active reputation management, credible review sources, leverage positive reviews, sentiment analysis tools, tailored management responses, long term reputation building amongst others. These recommendations aim to help hotels harness the positive influence of online reviews on their performance while actively managing and mitigating the potential negative impacts of unfavorable feedback. By adopting a proactive and guest-centric approach to online reputation management, hotels can optimize their performance in the competitive hospitality industry.

Why dropping intention of attention to YouTuber channels?

PurposeSocial participation and user-generated contents have engendered an era when “any receiver can be a provider.” Although studies have emphasized on increasing the number of subscribers conducive to platform success, the issue regarding why viewers drop their registered YouTuber channels has been less addressed. This article aims to present and empirically test a causal model to account for the pattern of discontinuous intention of attention to YouTuber channels.Design/methodology/approachInspired by the expectation–disconfirmation theory, the study proposes and examines a research model by using an empirical quantitative approach. The proposed model considers channel and YouTuber facets, as well as potential moderation effects of viewing seniority.FindingsAnalysis of a sample of 406 questionnaires revealed that ads interference is not a significant reason for discontinuation of viewing a channel, in contrast to insufficient playfulness and inconsistency. Regarding YouTubers’ features, both interaction inadequacy and negative self-disclosure are significant determinants of perceived dissatisfaction and discontinuation of viewing. The effects of determinants of discontinuity depend on viewers' seniorities, except for negative self-disclosure.Originality/valueWhile existing studies have focused mainly on revealing the determinants associated with the behavioral intention of viewing YouTuber channels to increase self-media performance, this research contributes insights into the literature investigating why existing viewers stop following a certain YouTuber channel. From a psychological perspective, this study demonstrates the value of modeling discontinuous behaviors toward YouTuber channels in the domain of social marketing.

Analyzing the Mediating Role of Service Quality in the Relationship between Service Quality and Patient Satisfaction at Rafic Hariri University Hospital

Purpose: This study delves into the intricate web of relationships between tangible elements, responsibility, reliability, empathy, and patient satisfaction, with a specific focus on Rafic Hariri University Hospital Theoretical framework: The Expectancy-Disconfirmation Theory provides valuable insights into understanding patient satisfaction in the context of healthcare services. According to this theory, patient satisfaction is influenced by the comparison between their initial expectations and their subsequent perceptions of the actual service received Design/Methodology/Approach: With a sample size of 398 participants, a structured equation model was employed to analyze the mediating role of service quality in this context. The healthcare industry's dynamic nature necessitates a comprehensive understanding of factors influencing patient satisfaction for continuous improvement. Findings: Service quality emerges as a mediator in this framework, acting as a bridge between the aforementioned factors and patient satisfaction. The mediating role of service quality implies that the impact of tangible elements, responsibility, reliability, and empathy on patient satisfaction is channeled through the lens of service quality. This emphasizes the vital role that hospital management and staff play in not only directly affecting patients but also indirectly through the quality of services rendered Research, Practical & Social implications: Rafic Hariri University Hospital, as the backdrop for this study, provides a specific context in which to examine these relationships. With a diverse patient population and a reputation for delivering high-quality healthcare, this hospital offers valuable insights into the dynamics of patient satisfaction. Originality/Value: The findings shed light on the critical role of service quality as a mediator and underscore the importance of maintaining high standards across tangible elements, responsibility, reliability, and empathy to enhance patient satisfaction.

Impact of customers' needs on online information search of upscale restaurant attributes and customer satisfaction

PurposeThis research investigates the effects of consumers' online information searching on their dining satisfaction in upscale restaurants during the pandemic. Customers frequently rely on online sources to gather information about upscale restaurants prior to their visits.Design/methodology/approachData from 307 diners across the top ten popular upscale restaurants in Hong Kong were analysed by using SEM to explore the links between customers' needs, information search, restaurant attributes and customer satisfaction.FindingsThis study uncovers customers' online search behaviours and identifies restaurant attributes that are associated with customer satisfaction, which were not typically emphasised before the COVID-19 pandemic. Driven by their social and psychological needs, customers devoted more time to reading written comments by other consumers compared to visual images or self-descriptions from restaurants. Only service attribute significantly influenced customer satisfaction, while food and price attributes were not significant.Research limitations/implicationsThe findings of this study provide valuable insights for researchers and practitioners, shedding light on the altered needs and preferences of consumers following the unprecedented health crisis.Originality/valueThis study contributes to the development of expectancy disconfirmation theory and needs theory through the investigation of consumers' online information searching behaviours and dining satisfaction in upscale restaurants during the pandemic. By identifying the most important attributes influencing customer satisfaction, this research can aid upscale restaurants in developing effective marketing strategies and enhancing customer experiences.

Building food consumer loyalty through economic corporate social responsibility: the moderating effects of environmental and social dimensions

Research into the impact of Corporate Social Responsibility (CSR) on consumer behaviour has consistently revealed that CSR initiatives possess the potential to mould specific consumer attitudes and behaviours that, in turn, profoundly influence the overall success of businesses. Building upon the theoretical framework of the expectation disconfirmation theory, this study seeks to delve deeper into the intricate dynamics that underlie the influence of consumers’ perceptions of a company’s CSR efforts on their satisfaction levels and, consequentially, their propensity to exhibit brand loyalty. Previous CSR studies have ignored the possible interactions between CSR dimensions. This study tests the moderating role of social and environmental aspects of CSR in the relationship between economic responsibility and consumer satisfaction, influencing consumer loyalty. A sample of 252 Spanish consumers was used to test the hypotheses. The findings suggest that each aspect of CSR has varying levels of impact, and their interplay also significantly affects satisfaction and consequent loyalty. The economic aspect most influences consumer loyalty, and its effect is amplified as social or environmental aspects increase.

The Expectation Disconfirmation Theory of Green Banking Practices of State Bank of India with special reference to Kerala - A Structural Equation Modeling Approach

In light of Agenda 2030, sustainability awareness is steadily growing worldwide. All institutions, including banks and financial institutions, are working to reduce their carbon footprints. Several indirect problems have arisen for India as a result of the banking process, such as global warming, climate change, irregular monsoon, air pollution, heavy rain, poor air quality, health problems, ozone depletion, fossil fuel use, recurrent destruction of forests for daily use, improper e-waste disposal. These issues can be overcome with sustainable banking practices (Green banking), which benefit the customer's satisfaction and quality of life. However, sustainability can be achieved only when the customers accept green banking and are satisfied with it. In order to do that, the bank must understand the level of expectations and perception of its customers toward green initiatives and to what extent the initiatives satisfy their day-to-day needs. This paper provides an overview of Expectancy disconfirmation integrations into customer satisfaction of India's largest public sector banks. As part of the present theoretical analysis, we first examine the level of awareness, expectations, and perception differences of customers to determine their satisfaction level. We then provide some evidence from SBI in Kerala regarding dissatisfying factors in green banking practices.

Appraise the role of novelty-seeking on consumers’ satisfaction using online food delivery applications

PurposeThe primary intent of this study was to assess the influence of novelty-seeking on the satisfaction of consumers. The investigation concentrated on Malaysian consumers who have experience using online food delivery (OFD) applications.Design/methodology/approachTo perform the research, non-probability and convenience sampling methods were enforced to gather the required data. An online questionnaire in the form of a Google Survey was conducted in Kuala Lumpur, Malaysia. Upon completion of the survey, the results were analyzed using SPSS software. Both the Service Quality (SERVQUAL) model and expectation disconfirmation theory (EDT) were exploited to shed light on the impact of consumer satisfaction.FindingsAnalysis of responses from the 250 participants unveiled that novelty-seeking positively influences consumer satisfaction. The finding depicted that reliability and responsiveness have the most positive impact on consumer satisfaction whereas tangibility has no effect on the satisfaction of consumers by using OFD applications.Research limitations/implicationsThis study had three main limitations: first, the limitations on access to the participants during the pandemic; second, combining quantitative and qualitative methods to obtain more accurate results; third, the study was limited to the context of Kuala Lumpur, Malaysia.Practical implicationsThe conclusions brought to the fore that OFD marketers should provide appropriate service quality while concentrating on novelty and well-designed apps to surge consumer satisfaction.Originality/value OFD apps have facilitated customers' access to various meals and helped food vendors survive in the competitive marketplace. A new aspect, novelty-seeking, is added to the SERVQUAL dimensions (i.e. empathy, tangibility, reliability, assurance and responsiveness) identified in the literature review.