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Article
Publication date: 20 July 2021

Anwar Allah Pitchay, Yuvaraj Ganesan, Nurul Syifa Zulkifli and Ahmad Khaliq

The study aims to examine factors that influence customers' intention to use online food delivery applications using a smartphone. The factors examined in this study are based on…

6003

Abstract

Purpose

The study aims to examine factors that influence customers' intention to use online food delivery applications using a smartphone. The factors examined in this study are based on the existing theory of Unified Theory of Acceptance and Use of Technology (UTAUT) namely performance expectancy, effort expectancy, social influence, information quality, price-saving orientation and time-saving orientation towards intention to use the applications. Moreover, this research model also has been expanded with an additional dimension, attitude towards online food delivery services which lead to the intention to use online food delivery services through a smartphone. Furthermore, the present study also tested the role of age as moderator constructs between attitude towards online food delivery services and intention to use online food delivery services through a smartphone.

Design/methodology/approach

The study employed a quantitative method and 256 respondents participated in this study. The questionnaires are distributed using a convenience sampling technique and the data is analysed using partial least square approach.

Findings

The result shows that four (4) constructs, i.e. social influence, information quality, price-saving orientation and time-saving orientation have a positive relationship and significant effect on attitude towards online food delivery service where it enhances the intention to use the application. Attitude towards online food delivery services also has a significant effect on the intention to use. Furthermore, age was not found significant to moderate the relationship between attitude and intention to use.

Practical implications

The output of this study has several practical contributions such as enhances the existing knowledge and skillset of the shared-economy industry, online food delivery service providers as well as restaurant owners in improving the quality of life of the customers. It also provides contextual knowledge and a deeper understanding of online food delivery applications for customers in Malaysia.

Originality/value

The findings provide a guiding principle for improving the present determinant factors, attitude towards online food delivery service and intention to use online food delivery applications.

Details

British Food Journal, vol. 124 no. 3
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 31 May 2022

Jookyung Kwon, Hoyeol Yu and Jiseon Ahn

Despite 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…

Abstract

Purpose

Despite 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/approach

Customers' 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.

Findings

Results 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/implications

Service, 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/value

The 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.

Details

Journal of Hospitality and Tourism Insights, vol. 6 no. 2
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 20 December 2021

Jiseon Ahn

In the food delivery industry, mobile applications have become an important platform for providing services and interacting with customers. Thus, this study aims to examine…

Abstract

Purpose

In the food delivery industry, mobile applications have become an important platform for providing services and interacting with customers. Thus, this study aims to examine whether customers’ perceived innovation changes their patronizing behavior intention toward the brand’s application.

Design/methodology/approach

Using data from food delivery customers in the USA, this study identifies the relative impact of multidimensional innovation (i.e. service concept innovation, service process innovation and customer experience innovation) on customers’ behavior. Partial least squares-structural equation modeling is used to test the hypotheses.

Findings

Results show that customers’ perceived service process and experience innovation increase commitment, which turns into reuse intention of the delivery application. Commitment also increases the impact of customers’ perceived innovation on loyalty. However, in this study, service concept innovation is insufficient to solely create positive behavioral intention.

Practical implications

Findings suggest that a food delivery application that continues to innovate to improve the service process and experience can be an effective marketing tool because they increase bonding with customers. This study recommends that food delivery companies manage their relationship with customers to achieve sustainable growth.

Originality/value

Despite the growing attention in the mobile service industry, limited studies have examined the effects of innovations of food delivery application on customers’ behavior. Thus, this study provides useful guidelines that advance mobile commerce research, especially in the food delivery industry.

Details

International Journal of Quality and Service Sciences, vol. 14 no. 2
Type: Research Article
ISSN: 1756-669X

Keywords

Article
Publication date: 19 February 2021

Jiseon Ahn and Jookyung Kwon

From the perspective of relationship theory, customers tend to build a positive attitude toward a company with a strong connection. While previous tourism and hospitality studies…

2276

Abstract

Purpose

From the perspective of relationship theory, customers tend to build a positive attitude toward a company with a strong connection. While previous tourism and hospitality studies acknowledged the strategic importance of a strong relationship between customers and brands in enhancing company performance probability, the potential benefits derived from mobile commerce experience deserves further investigation. Thus, this study aims to examine how multidimensional relationships between customers and service providers affect brand performance.

Design/methodology/approach

Using a sample of food delivery application customers in the USA, the structural equation modeling (SEM)-partial least squares (PLS) path modeling is used to examine the impact of economic exchange, social exchange, mutual-interest and self-interest, on brand equity and loyalty intention.

Findings

The PLS-SEM results indicate that customers’ perceived economic exchange, social exchange and mutual interests with food delivery applications influence their perceived equity, which, in turn, enhances their loyalty intention toward brand applications. However, self-interest does not enhance customers’ perceived brand equity.

Practical implications

Accordingly, food delivery service providers must value their relationship with customers to achieve sustainable organizational growth and develop appropriate promotion activities to enhance economic exchange, social exchange and mutual interests.

Originality/value

The current study contributes to the literature by empirically demonstrating the consequences of customer-brand relationships in the emerging service context (i.e. food delivery applications).

Details

International Journal of Contemporary Hospitality Management, vol. 33 no. 3
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 28 October 2021

Nattaporn Thongsri, Pattaraporn Warintarawej, Santi Chotkaew and Jariya Seksan

The purpose of this paper is to develop a prototype of Online Food Delivery Application that addresses the actual needs of the user and to study the factors affecting the…

Abstract

Purpose

The purpose of this paper is to develop a prototype of Online Food Delivery Application that addresses the actual needs of the user and to study the factors affecting the acceptance of Food Friend Application (FFA).

Design/methodology/approach

This is an applied research study using design thinking to study the real needs of consumers when ordering food online during the COVID-19 outbreak. The real needs of customers were used to create FFA. Then, the key predictors of FFA adoption were studied by integrating psychological variables, including Alertness to distinction, Openness to novelty, Orientation in the present; and Technological variables Design, Information Quality and Mobility, with comprehensive data analysis. Initially, Structural Equation Modeling was used to study the statistical relationships toward FFA acceptance, while a neural network model was used to validate the first step analysis.

Findings

Analysis results from both methods confirmed that Alertness to distinction, Orientation in the present, Mobility and Openness to novelty affected FFA at statistically significant levels. Surprisingly, technological variables in terms of Design and Information Quality had no statistical relationship toward FFA.

Originality/value

In addition to dealing with digital disrupts, the current business world also needs to deal with the pandemic and the rapidly changing consumer behavior. COVID-19 is a clear catalyst for digital business trends, for example, food delivery that has to deal with dramatic changes in consumer behavior. The strong methodological results of this research are greatly beneficial to academics, food online delivery service providers, application developers and government agencies.

Details

foresight, vol. 24 no. 3/4
Type: Research Article
ISSN: 1463-6689

Keywords

Article
Publication date: 22 August 2022

Jookyung Kwon and Jiseon Ahn

Existing service research has revealed that customers’ perceived equity influences the sustainability of a business. Despite the importance of food service mobile applications

Abstract

Purpose

Existing service research has revealed that customers’ perceived equity influences the sustainability of a business. Despite the importance of food service mobile applications during the COVID-19 pandemic, studies that have examined customers’ loyalty toward mobile applications remain limited. Thus, this study aims to examine the impact of mobile application-related attributes on customers’ behavior in the food delivery industry.

Design/methodology/approach

The authors collected data from 214 US customers to extend knowledge on perceived equity by examining the effect of multidimensional equity (i.e. value equity, brand equity and relationship equity) on loyalty in the mobile food service context.

Findings

Results of partial least square structural equation modeling suggest that three aspects of customers’ perceived equity are positively related to customers’ attitudinal loyalty, which is linked to behavioral loyalty. Moreover, the role of attitudinal loyalty and demographic characteristics (i.e. gender and age) is described.

Originality/value

This empirical research explores how food delivery brands can increase customers’ positive behavior by investigating the role of multidimensional equity. Service providers must understand certain aspects of customers’ perceived equity to increase food service brand sustainability.

研究目的

现有服务研究表明, 客户的资产感知会影响企业的可持续性。尽管在 COVID-19 大流行期间食品服务移动应用程序很重要, 但检查客户对移动应用程序忠诚度的研究仍然有限。

研究设计/方法/途径

作者收集了来自 214 名美国客户的数据, 通过检查多维公平(即价值公平、品牌公平和关系公平)对移动食品服务环境中忠诚度的影响来扩展关于感知公平的知识。

研究发现

偏最小二乘结构方程模型的结果表明, 客户感知资产的三个方面与客户的态度忠诚度呈正相关, 而态度忠诚度与行为忠诚度相关。此外, 还描述了态度忠诚度和人口特征(即性别和年龄)的作用。

研究原创性

这项实证研究通过调查多维公平的作用, 探讨了食品配送品牌如何增加顾客的积极行为。服务提供者必须了解顾客感知资产的某些方面以提高食品服务品牌的可持续性。

Article
Publication date: 25 June 2021

Xiaoping Zhuang, Li Lin, Rongteng Zhang, Jun (Justin) Li and Biao He

This study attempts to explore major attributes of food delivery applications in consideration of their impacts upon perceived service quality, satisfaction and usage intention. A…

1632

Abstract

Purpose

This study attempts to explore major attributes of food delivery applications in consideration of their impacts upon perceived service quality, satisfaction and usage intention. A multi-group analysis is performed to examine the hypothesized relationships in the structural models for the millennials and non-millennials.

Design/methodology/approach

The data was collected from 311 food delivery application users. The structural equation model (SEM) was designed to examine the interrelationships among variables.

Findings

The findings indicate that five salient dimensions that include ease of use, facility aesthetics, trustworthiness, value for money and product portfolio have a significant impact on overall service quality. Results further demonstrate that differences in generational difference partially moderate the relationship between each attribute of the food delivery application service quality as well as overall service quality.

Originality/value

The rapid evolution of the Internet and mobile communication has resulted in the proliferation of food delivery applications in China. However, to the best of our knowledge, only a few studies have focused on measuring the key dimension of service quality of food delivery applications.

Details

British Food Journal, vol. 123 no. 12
Type: Research Article
ISSN: 0007-070X

Keywords

Open Access
Article
Publication date: 17 November 2023

Nkosivile Welcome Madinga, Jo Blanckensee, Lauren Longhurst and Nqobile Bundwini

In the wake of lockdown regulations and limited mobility during the COVID-19 pandemic, dining habits shifted towards usage of food delivery apps to avoid physical interaction…

1894

Abstract

Purpose

In the wake of lockdown regulations and limited mobility during the COVID-19 pandemic, dining habits shifted towards usage of food delivery apps to avoid physical interaction. Nonetheless, it is unknown whether the COVID-19 pandemic had an influence on the adoption of food delivery apps. Therefore, this study examined factors influencing the adoption of food delivery apps during the COVID-19 pandemic, as well as the moderating effects of education and age.

Design/methodology/approach

Data were collected from 282 food delivery application users in South Africa using a web-based survey. Partial least square structural equation modelling analysis was used to test the hypotheses, while partial least squares multigroup analysis was used to examine the moderating effect of education level and age.

Findings

The results indicated that perceived ease of use has a significant impact on perceived usefulness and attitudes, perceived usefulness has an impact on attitudes and continuous intention, attitude influences continuous intention and social pressure and convenience influence attitudes. The perceived COVID-19 threat had no impact on attitudes, and education and age had no significant impact on any relationships. The findings are imperative for restaurants and mobile application designers, as they enable more effective strategic management planning.

Originality/value

This study is the first paper to empirically employ technology acceptance model to analyse the adoption of food delivery applications during the COVID-19 pandemic. Its uniqueness is in examining situational influence associated with the pandemic such as social pressure, perceived COVID-19 threat and convenience.

Details

European Journal of Management Studies, vol. 28 no. 3
Type: Research Article
ISSN: 2183-4172

Keywords

Article
Publication date: 21 August 2023

Shavneet Sharma, Kritika Devi, Samantha Naidu, Tuma Greig, Gurmeet Singh and Neale Slack

This study explores consumers' intentions to utilize online food delivery services (OFDS) in a shared economy beyond the COVID-19 pandemic, employing the protection motivation…

Abstract

Purpose

This study explores consumers' intentions to utilize online food delivery services (OFDS) in a shared economy beyond the COVID-19 pandemic, employing the protection motivation theory (PMT) as the underlying framework.

Design/methodology/approach

Utilizing a random sampling technique, a quantitative approach was employed to gather responses from 347 Australian consumers. The proposed model was tested through covariance-based structural equation modelling.

Findings

The findings of this study demonstrate significant positive relationships between restaurant credibility, food quality, e-service quality, price, online food delivery applications, consumer e-satisfaction and e-loyalty. It reveals that consumers satisfied with OFDS may continue exhibiting e-loyalty intentions in a shared economy beyond COVID-19. The relationship between consumer e-satisfaction and e-loyalty intention is moderated by consumer-perceived COVID-19 risk.

Practical implications

This study offers practical implications for online food delivery providers, restaurants, regulators, application developers and policymakers. These implications aim to enhance the e-service quality, price value, usefulness and security of OFDS, along with strategies to improve the online food delivery application.

Originality/value

This study contributes to the existing body of knowledge by examining a unique selection of antecedents, including the OFDS app, to determine consumer e-satisfaction and e-loyalty in the context of a shared economy beyond COVID-19. The utilization of the OFDS app as a second-order construct adds a meaningful contribution to the OFDS literature. Furthermore, this study investigates and contributes to the limited understanding of the moderation effect of consumer-perceived COVID-19 risk on consumer e-satisfaction and their intended continued use of OFDS.

Details

British Food Journal, vol. 125 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 26 October 2023

Mehmet Bahri Saydam, Jacek Borzyszkowski and Osman M. Karatepe

Online food delivery service has evolved swiftly and stretched the bounds of the catering business. In the gig economy, being a food delivery rider draws employees with the…

Abstract

Purpose

Online food delivery service has evolved swiftly and stretched the bounds of the catering business. In the gig economy, being a food delivery rider draws employees with the promise of flexibility and independence. To this end, the purpose of this paper is to explore the main themes shared in online reviews by food delivery riders and which of these themes are linked to positive and negative ratings.

Design/methodology/approach

The authors used 729 employee reviews posted on the Glassdoor website. In addition, they used content analysis to examine reviews of Uber Eats online food ordering company shared by food delivery riders on an online platform.

Findings

The results of this study include seven main themes: “earning,” “customers,” “orders,” “tips,” “car,” “flexible schedule” and “app” (navigation). Positive concepts are associated with “earning,” “orders,” “tips” and “flexible schedule.” Negative themes are linked to the “app” (navigation), “car” and “customers.”

Practical implications

Management should consider online reviews as employees’ opinions and voices. Specifically, management should provide financial support to employees for car maintenance, offer insurance for income stability and arrange training programs to enable them to use several tip-enhancing behaviors.

Originality/value

No research has been conducted using online reviews from an employment search engine to investigate employees’ experiences of online food delivery. To the best of the authors’ knowledge, this study is one of the first attempts using user-generated content from an employment search engine to explore employees’ experiences.

Details

International Journal of Contemporary Hospitality Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-6119

Keywords

1 – 10 of over 19000