Building e-Loyalty towards Online Food Delivery Apps: A Serial-Mediation Model

IF 1.2 Q4 MANAGEMENT

Asian Academy of Management Journal Pub Date : 2023-06-30 DOI:10.21315/aamj2023.28.1.6

Ella Mittal, Navneet Kaur

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引用次数: 0

Abstract

This study analysed the mechanism to generate e-loyalty among customers through e-service quality regarding OFD (OFD) apps. It examined the indirect influence of e-service quality on e-loyalty through the mediation of e-trust and e-satisfaction of customers. The serial mediation approach was used to test the proposed model of the study. Data was obtained through a self-administered structured questionnaire filled by 261 respondents from north India. The model hypotheses were tested by applying variance-based partial least squares in software SmartPLS 3. All the results were found to be statistically significant, and all proposed hypotheses were accepted. The results revealed that e-service quality positively contributed to building e-loyalty among customers of OFD apps. Furthermore, the results of the mediation effect suggested that e-trust and e-satisfaction strengthened the relationship between e-service quality and customers’ e-loyalty and therefore, that restaurants using OFD apps should try to provide the best online services to build trust along with satisfaction among their customers to increase loyalty to their online platforms. Theoretical implications for scholars and practical implications for the marketer are discussed.

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建立对在线送餐应用程序的电子忠诚度：一个串行中介模型

本研究分析了通过OFD应用程序的电子服务质量在客户中产生电子忠诚度的机制。它通过客户的电子信任和电子满意度的中介，检验了电子服务质量对电子忠诚度的间接影响。使用串行中介方法来测试所提出的研究模型。数据是通过261名来自印度北部的受访者填写的自行管理的结构化问卷获得的。通过在软件SmartPLS 3中应用基于方差的偏最小二乘来检验模型假设。所有结果都具有统计学意义，所有提出的假设都被接受。结果显示，电子服务质量对OFD应用程序客户建立电子忠诚度有积极贡献。此外，中介效应的结果表明，电子信任和电子满意度加强了电子服务质量与客户电子忠诚度之间的关系，因此，使用OFD应用程序的餐厅应努力提供最好的在线服务，以在客户中建立信任和满意度，从而提高对其在线平台的忠诚度。讨论了对学者的理论启示和对营销人员的实践启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Asian Academy of Management Journal MANAGEMENT-

CiteScore

1.70

自引率

0.00%

发文量

审稿时长

20 weeks

期刊介绍： The Asian Academy of Management Journal (AAMJ) is a refereed journal that is jointly published by the Asian Academy of Management (AAM) and Penerbit Universiti Sains Malaysia (http://www.penerbit.usm.my). The journal endeavors to provide forums for academicians and practitioners who are interested in the discussion of current and future issues and challenges impacting the Asian Management as well as promoting and disseminating relevant, high quality research in the field of management. The journal has an established and long history of publishing quality research findings from researchers not only in the Asian region but also globally.