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How customer expectations drive loyalty to food delivery app brands

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  • Alzira Marques
  • Marlene Lopes
  • Célia Santos

Abstract

Consumers frequently use food delivery apps due to time constraints or the desire to explore diverse cuisines. These apps offer convenience and accessibility, but user loyalty is also shaped by factors such as ease of use, performance expectations, information quality, self-efficacy, and user enjoyment. This study analyses how user expectations contribute to brand loyalty in food delivery apps. A quantitative survey of 160 users was conducted, and data were analysed using structural equation modelling via Smart PLS. Results indicate that information quality and self-efficacy positively affect perceived ease of use; in turn, ease of use and self-efficacy influence performance expectations. Both performance and effort expectations significantly impact brand loyalty. Interestingly, information quality does not directly influence performance expectations, possibly due to users relying on external sources. The findings enhance understanding of user behaviour and provide insights for future research on digital food service platforms.

Suggested Citation

  • Alzira Marques & Marlene Lopes & Célia Santos, 2025. "How customer expectations drive loyalty to food delivery app brands," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 16(7), pages 1-22.
    • Handle: RePEc:ids:ijemre:v:16:y:2025:i:7:p:1-22
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