Carlos Arturo Hoyos Vallejo and Flavia Braga Chinelato
This research delineates the interdependencies between e-service quality (e-SQ), product quality (PQ) and food biosafety measures (FBM) in shaping consumer satisfaction and…
Abstract
Purpose
This research delineates the interdependencies between e-service quality (e-SQ), product quality (PQ) and food biosafety measures (FBM) in shaping consumer satisfaction and loyalty within the online food delivery services (OFDS) landscape. Anchored by the technology acceptance model (TAM) and the theory of planned behavior (TPB), the study integrates these frameworks to examine how perceived service efficiency, reliability, product appeal and biosafety protocols contribute to overall consumer trust and repurchase intentions.
Design/methodology/approach
Surveys were conducted on several 100 online food delivery app users, ages 20 to 64, in major cities in Colombia, which provided data for structural equation modeling analysis.
Findings
The analysis revealed that reliable, responsive service and appealing food presentation significantly influence consumer perceptions of behind-the-scenes safety protocols during delivery. Strict standards around mitigating contamination risks and verifiable handling at each point further engender trust in the platform and intentions to repurchase among users. The data cement proper food security as pivotal for customer retention.
Practical implications
Quantitatively confirming biosafety’s rising centrality provides an impetus for platforms to integrate and promote integrity, safety and traceability protection as a competitive differentiator.
Originality/value
The study’s originality lies in its comprehensive exploration of the OFDS quality attributes and their direct impact on consumer loyalty. Besides, it offers valuable insights for both academic and practical implications in enhancing service delivery and marketing strategies.
Details
Keywords
Flavia Braga Chinelato and Carlos Arturo Hoyos Vallejo
This study explores how food biosafety measures (FBM), electronic service quality and product quality influence consumer satisfaction and loyalty in the online food delivery…
Abstract
Purpose
This study explores how food biosafety measures (FBM), electronic service quality and product quality influence consumer satisfaction and loyalty in the online food delivery service (OFDS) sector. It also integrates the technology acceptance model (TAM) and the theory of planned behaviour (TPB) to form a robust framework for assessing consumer behaviours and providing insights for this sector.
Design/methodology/approach
Data from 877 Colombian urban consumers were collected. The proposed theoretical model was tested using structural equation modelling (SEM) in the SEMinR package of the R program (an open-source programming language).
Findings
The results reveal that food biosafety measures and product quality are the most essential factors for OFDS consumers. Besides, food biosafety measures strongly affect product and e-service quality, which in turn significantly and directly impact consumer satisfaction and loyalty. This means that it is necessary to consider both visible actions strongly related to product quality and invisible actions that highlight the role of e-service quality in ensuring operational excellence.
Practical implications
To maintain customer satisfaction and loyalty, OFDS managers should consider first working with restaurants that practice high food biosafety measures so that the order leaves the restaurant in good condition. However, OFDS should maintain these measures to ensure operational excellence from the order on the platform until delivery to the end consumer.
Originality/value
This innovative study demonstrates how FBMs directly affect perceptions of service, product quality, satisfaction and loyalty. This goes beyond traditional findings suggesting that food biosafety measures' influence is only indirect and mediated by satisfaction.
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Carlos Arturo Hoyos-Vallejo, Nelson Geovany Carrión-Bósquez and Oscar Ortiz-Regalado
This study extends the Theory of Planned Behavior (TPB) and analyzes the influence of skepticism (SKP) on the purchase intention (PI) of organic products, through the mediation…
Abstract
Purpose
This study extends the Theory of Planned Behavior (TPB) and analyzes the influence of skepticism (SKP) on the purchase intention (PI) of organic products, through the mediation of subjective norms (SN) and planned behavior control.
Design/methodology/approach
This was a quantitative, correlational and cross-sectional study. The study population comprised 446 university Millennials from Ecuador. Results were processed using exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling (SEM).
Findings
The study showed that SKP does not directly influence the PI. However, if it does so through the mediating effect of SN and perceived behavior control (PBC). Also, the study found that attitudes (ATTs), SN and PBC influence the PI of organic products in university Millennials.
Originality/value
The study used TPB constructs and identified the influence of SKP on the intention to buy organic products in Ecuadorian university Millennials.