ABSTRACT
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.
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
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).