Determinants of customer loyalty to online food service delivery: evidence from Indonesia, Taiwan, and New Zealand

ABSTRACT This study is dedicated to m-commerce and examines the key factors determining loyalty to online food delivery (OFD) services in Indonesia, Taiwan, and New Zealand, as these countries have faced varying degrees of pandemic severity. The data analysis using Partial Least Square Structural Equation Modeling (PLS-SEM) shows that the quality of both food and e-service, satisfaction, perceived value, and trust are significant predictors of loyalty in all countries. Food quality drives consumer loyalty, contentment, and perceived value in Indonesia and Taiwan, but e-service quality is the main determinant in New Zealand. These differences can be attributed to the status quo of the OFD service market in the three countries pre-Covid, cultural factors, the pandemic severity, and consumer access to other distribution channels. Best practice recommendations for marketing managers associated with OFD are presented.