Exploring perceived innovation in building customers’ patronizing behavior in the food delivery service context

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.