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PurposeDespite the importance of mobile experiences in the food service industry, extant studies do not empirically examine customers' behavior. Thus, the authors examine this issue by using utility theory to understand the role of multidimensional customers' perceived value in the formation of a positive attitude.Design/methodology/approachCustomers' perceived service, process, and relationship values are hypothesized to affect satisfaction, which in turn affects attitudinal loyalty to food delivery applications. Also, the authors explore whether attitudinal loyalty influences customers' behavioral loyalty. Hypotheses are examined using data from US customers of food delivery applications. Partial least squared structural equation modeling is used.FindingsResults show that customers' perceived service, process, and relationship valuation of mobile experiences influence satisfaction, whereas only the process value influences satisfaction and attitudinal loyalty. Moreover, customers' behavioral loyalty is positively affected by satisfaction and attitudinal loyalty.Research limitations/implicationsService, process, and relationship values have been shown as an important indicator of customers' positive attitude toward food delivery service providers. Thus, this study provides a better understanding of the relationship between customers' mobile service experience and their behavior will allow service providers to design better mobile services.Originality/valueThe study extends utility theory to mobile the food delivery context. Specifically, this research demonstrates why and how customers decide to use mobile food delivery application.
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After COVID-19, organic products and services have been gaining attention from customers. However, despite the growth of the organic industry, studies on customer behavior are limited in the product context. A conceptual model is constructed to examine customers' perceived consciousness, positive emotion, and active participation intention. Data are collected from a sample of 204 organic restaurant customers in the United States. The findings show that customers' perceived health and environmental consciousness have a significant influence on both their emotions and active participation intention toward organic restaurants. Additionally, this study finds a moderating impact of consumers' level of knowledge of organic foods in the relationship between consumers' cognition, affect, and conation. This study provides useful insights for organic food service providers to create positive consumer behavior by cultivating products and services in healthier and more environmentally friendly ways. [ FROM AUTHOR]
ABSTRACT
Although previous literature has examined customers’ organic product consumption behaviors, specific relationships between customers’ experiences with organic food and their well-being have not been examined, especially since the onset of COVID-19. Based on the theories of self-determination and congruence, a causal model of organic brand characteristics (i.e. warmth and competence), perceived congruence, and hedonic and eudaimonic well-being is developed. Partial least squares structural equation modeling (PLS-SEM) is used to test five research hypotheses. Primary data are based on an online consumer survey conducted in America and India. The results of PLS-SEM show that in both the American and Indian samples, customers’ perceived warmth and competence from certain organic brands have a positive impact on customers’ well-being by increasing their sense of similarity (identity) with organic brands. The findings of this study suggest that perceived congruence is closely related to well-being in customers. Further, different impacts of organic food brand characteristics on customers’ well-being in India and America are identified. [ FROM AUTHOR]
ABSTRACT
Purpose The advent of COVID-19 was followed by an increased demand for organic products along with newfound customer interest in healthy consumption habits. This study aims to explore the impact of multidimensional consciousness on consumers' attitudes and purchasing intentions toward organic food brands. Design/methodology/approach Given the importance of culture on customers' decision-making, data were collected from the USA and India to examine the potential cultural differences with respect to organic products. A conceptual model is derived and tested using partial least squares structural equation modeling. Findings The results indicate that organic consciousness (e.g. for organic standards) is the most important predictor of attitudes, whereas environmental consciousness appears to be the prime motive in the formation of purchase intentions. Multidimensional (i.e. organic, environment, health and social) consciousness can predict attitude and intention. However, organic standards and social consciousness fail to directly influence customers' purchasing intention. The impact of each dimension of consciousness varies between USA and Indian customers. Originality/value This study provides an understanding of customers' sustainable consumption behavior by clarifying the relative impact of multidimensional perceived values. Also, because of the growth of organic food market globally, the findings of this study offer valuable insights by identifying the cultural difference between Western and Eastern customers' behavior.
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In the era of COVID-19 and beyond, with increasing demand for food delivery services, the food delivery industry has experienced tremendous growth in countries worldwide. Despite the proliferation of mobile technologies in the workplace, little is known about the contextual factors that contribute to its impact on employees' behavior. Thus, this study aims to understand the psychological mechanisms that explain the relationship between mobile application-related attributes and job-related outcomes for employees. Drawing on self-determination theory, the authors examine whether needs satisfaction in employees regarding company mobile applications acts as a determinant of motivation in employees, which can influence job meaningfulness. Participants were 208 food service delivery employees in the United Sates. Results of partial least squares-structural equation analysis show 1) the relative impact of needs satisfaction (i.e., autonomy, competence, and relatedness) on employees' intrinsic and extrinsic motivations and 2) the spill-over effect of employees' motivation on their job meaningfulness. These results indicate that autonomy, competence, and connected attributes of mobile applications can benefit employees. Thus, this study provides a basis for a deeper understanding of how food service companies can design mobile applications to increase employees’ motivation.
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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.
ABSTRACT
After COVID-19, mobile application is getting attention because it can make up for losses from limited food service operations. Although several researchers have started to understand the food delivery industry, extant studies fail to empirically address the question of who customers respond to positively in food delivery application. Customers’ experience on forming patronized behaviour, the important emerging area of tourism industry is examined in this study. Customers’ perceived enjoyment and social presence are hypothesized to affect attitude, which patronized behaviour to delivery brand. In line with positive psychology and social facilitation theory, the impact of customers’ perceived cognitive enjoyment and social presence on favourable attitude is found using data collected from an online survey. Moreover, the causality between attitude and brand loyalty is discovered. Lastly, the mediating role of attitude in the relationship between food delivery application experience and loyalty is supported. Finally, how food delivery application influences their behaviour is enlightened and useful practical implications for service providers are provided in this study.
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PurposeFrom the perspective of relationship theory, customers tend to build a positive attitude toward a company with a strong connection. While previous tourism and hospitality studies acknowledged the strategic importance of a strong relationship between customers and brands in enhancing company performance probability, the potential benefits derived from mobile commerce experience deserves further investigation. Thus, this study aims to examine how multidimensional relationships between customers and service providers affect brand performance.Design/methodology/approachUsing a sample of food delivery application customers in the USA, the structural equation modeling (SEM)-partial least squares (PLS) path modeling is used to examine the impact of economic exchange, social exchange, mutual-interest and self-interest, on brand equity and loyalty intention.FindingsThe PLS-SEM results indicate that customers’ perceived economic exchange, social exchange and mutual interests with food delivery applications influence their perceived equity, which, in turn, enhances their loyalty intention toward brand applications. However, self-interest does not enhance customers’ perceived brand equity.Practical implicationsAccordingly, food delivery service providers must value their relationship with customers to achieve sustainable organizational growth and develop appropriate promotion activities to enhance economic exchange, social exchange and mutual interests.Originality/valueThe current study contributes to the literature by empirically demonstrating the consequences of customer-brand relationships in the emerging service context (i.e. food delivery applications).