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Understanding customer loyalty in digital services: insights from food delivery in emerging markets

Author

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  • Bora Ly

    (Regional Polytechnic Institute Techo Sen Siem Reap and Pannasastra University of Cambodia)

Abstract

This study examines the factors influencing customer loyalty in Cambodia’s food delivery app sector, with a focus on trustworthiness, service quality, and convenience as key drivers of customer satisfaction and repurchase intention. Grounded in the Commitment-Trust Theory and the SERVQUAL model, this study examines how these factors collectively influence consumer behavior in an emerging market. Data were collected via survey questionnaires from 324 Cambodian respondents and analyzed using partial least squares–structural equation modeling (PLS–SEM). The results reveal significant positive relationships between trustworthiness, service quality, convenience, and customer satisfaction, which mediates the impact of these factors on repurchase intentions. Trustworthiness has emerged as particularly influential due to concerns over data privacy, while service quality and convenience are crucial in shaping user satisfaction and loyalty.

Suggested Citation

  • Bora Ly, 2025. "Understanding customer loyalty in digital services: insights from food delivery in emerging markets," Journal of Innovation and Entrepreneurship, Springer, vol. 14(1), pages 1-18, December.
    • Handle: RePEc:spr:joiaen:v:14:y:2025:i:1:d:10.1186_s13731-025-00552-2
    DOI: 10.1186/s13731-025-00552-2
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