Understanding food delivery service customers’ switching behavior

Abstract

Purpose

Prompted by intense competition among providers of food delivery services, this study examines the behavior of customers using mobile applications. Specifically, based on a push-pull-mooring framework, this study aims to identify the key factors affecting customers’ switching intentions in the food delivery context. A push factor is assumed to drive customers away from an existing service provider due to dissatisfaction, while a pull element lures them to an alternative provider by supplying enhanced levels of enjoyment, usefulness and/or informativeness and mooring factors (i.e. affective commitment and perceived herd) help make these switching decisions.

Design/methodology/approach

Partial least squares structural equation modeling with SmartPLS was used because it is suited to predictive models and produces stringent assessments of measurement models using a variance-based approach. Data was collected through an online survey. Participants were 350 food delivery application (FDA) customers in the USA.

Findings

The results highlight the importance of a push factor (dissatisfaction with the present FDA) and a mooring factor (perceived herd) as determinants of customers’ perceptions of risk that can induce a decision to switch to another FDA. However, the pull factors of usefulness, enjoyment and information quality did not significantly influence switching behavior.

Originality/value

Many food delivery service providers now use mobile application technologies to provide their services. Such companies can use the factors that influence customer switching intentions identified in this study to control customers’ churn behavior by managing dissatisfied customers in the mobile context.

研究目的

在外卖服务提供商之间激烈竞争的推动下, 本研究考察了使用移动应用程序的客户行为。具体来说, 基于推-拉-系泊框架, 本研究旨在确定影响客户在外卖环境中转换意图的关键因素。推力因素被认为是由于不满意而驱使客户离开现有服务提供商, 而拉力因素通过提供更高水平的享受、实用性和/或信息性来吸引他们到替代提供商, 系泊因素（即情感承诺和感知群体）则有助于做出这些转换决定。

研究方法

使用SmartPLS进行偏最小二乘结构方程模型分析, 因为它适用于预测模型, 并使用基于方差的方法对测量模型进行严格评估。数据通过在线调查收集。参与者是来自美国的350名外卖应用程序（FDA）客户。

研究发现

结果强调了推力因素（对当前FDA的不满）和系泊因素（感知群体）作为影响客户感知风险的决定因素, 可能导致客户决定切换到另一个FDA。然而, 实用性、享受和信息质量的拉力因素并未显著影响转换行为。

研究创新

许多外卖服务提供商现在使用移动应用程序技术提供服务。此类公司可以利用本研究中确定的影响客户转换意图的因素, 通过管理在移动环境中的不满意客户来控制客户流失行为。

Citation

Ahn, J. (2024), "Understanding food delivery service customers’ switching behavior", Journal of Hospitality and Tourism Technology, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTT-02-2024-0124