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Role of mobile food-ordering applications in developing restaurants’ brand satisfaction and loyalty in the pandemic period

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  • Dirsehan, TaÅŸkın
  • Cankat, Ece

Abstract

Retailers and their supply-chain partners should reconsider their competitive advantages in today's technology-enhanced environment and search for opportunities to collaborate. Mobile applications have emerged as a special form of e-commerce that provide convenience for consumers by saving time and effort. In the pandemic days, people prefer using mobile applications in particular to order food from restaurants and protect themselves from COVID-19. Even though there are many previous studies regarding mobile application usage, they have investigated the antecedents of mobile app adoption. Today, consumers already have adopted them, yet there is a need to understand the outcomes of mobile application usage, especially for mobile food-ordering apps (MFOAs). To fill this gap, this study first positions the MFOAs among other mobile food applications regarding their business models. Then, a structural model was developed and tested by focusing on the outcomes of MFOA usage. A survey of 217 participants was conducted, and the data were analyzed using partial least squares path modeling (PLS-PM). The main contribution of the results is the finding that MFOA satisfaction plays a critical role in developing restaurants' brand satisfaction and loyalty. Thus, brands should cooperate with MFOA providers.

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  • Dirsehan, TaÅŸkın & Cankat, Ece, 2021. "Role of mobile food-ordering applications in developing restaurants’ brand satisfaction and loyalty in the pandemic period," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    • Handle: RePEc:eee:joreco:v:62:y:2021:i:c:s0969698921001740
    DOI: 10.1016/j.jretconser.2021.102608
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    6. Goh Mei Ling, 2021. "Customer Satisfaction towards Mobile Food Delivery Apps during Covid-19 Pandemic," GATR Journals jmmr281, Global Academy of Training and Research (GATR) Enterprise.
    7. Meiwen Guo & Liang Wu & Cheng Ling Tan & Jun-Hwa Cheah & Yuhanis Abdul Aziz & Jianping Peng & Chun-Hung Chiu & Rongwei Ren, 2023. "The impact of perceived risk of online takeout packaging and the moderating role of educational level," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-18, December.
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    15. Chan, Vanessa Hiu Ying & Chiu, Dickson K.W. & Ho, Kevin K.W., 2022. "Mediating effects on the relationship between perceived service quality and public library app loyalty during the COVID-19 era," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    16. Liu, Chih-Hsing & Gan, Bernard & Ko, Wen-Hwa & Teng, Chih-Ching, 2022. "Comparison of localized and foreign restaurant brands for consumer behavior prediction," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    17. Katsumata, Sotaro & Nishimoto, Akihiro & Kannan, P.K., 2023. "Brand competitiveness and resilience to exogenous shock: Usage of smartphone apps during the COVID-19 pandemic," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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