Investigating the factors influencing customer loyalty and the mediating effect of customer satisfaction in online food delivery services: empirical evidence from an emerging market
This study investigates the factors affecting customer loyalty and the mediating role of customer satisfaction in online food delivery services (OFDS) in Bangladesh. An analysis of 300 responses via structural equation modeling (SEM) revealed that perceived food and service quality alone did not sig...
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| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2024-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2024.2431188 |
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| author | Kazi Omar Siddiqi Junaid Rahman Tipon Tanchangya Hafizur Rahman Miguel Angel Esquivias Md. Hasanur Rahman |
| author_facet | Kazi Omar Siddiqi Junaid Rahman Tipon Tanchangya Hafizur Rahman Miguel Angel Esquivias Md. Hasanur Rahman |
| author_sort | Kazi Omar Siddiqi |
| collection | DOAJ |
| description | This study investigates the factors affecting customer loyalty and the mediating role of customer satisfaction in online food delivery services (OFDS) in Bangladesh. An analysis of 300 responses via structural equation modeling (SEM) revealed that perceived food and service quality alone did not significantly impact customer loyalty. While these qualities are essential, they must enhance customer satisfaction in order to boost loyalty. Significant relationships exist among perceived price, ease of payment, time efficiency, and customer loyalty, with customer satisfaction acting as a crucial mediator. Strategies focusing on pricing, payment convenience, and timely delivery are the most effective for building loyalty. The interplay between perceived quality, pricing, payment, and delivery efficiency enhances the overall customer experience. This study contributes to the literature by applying Attribution Theory and the Technological Acceptance Model (TAM), emphasizing external factors such as pricing, delivery, and payment ease as key loyalty drivers. The findings suggest that OFDS businesses should prioritize reasonable pricing, efficient payment systems, and timely delivery to foster loyalty. Combined with high-quality food and services, these strategies can enhance customer satisfaction, promote business growth, and increase revenue. |
| format | Article |
| id | doaj-art-d08ae722debb4bbfb49c46bcb0106fc7 |
| institution | Kabale University |
| issn | 2331-1975 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj-art-d08ae722debb4bbfb49c46bcb0106fc72024-11-29T13:44:33ZengTaylor & Francis GroupCogent Business & Management2331-19752024-12-0111110.1080/23311975.2024.2431188Investigating the factors influencing customer loyalty and the mediating effect of customer satisfaction in online food delivery services: empirical evidence from an emerging marketKazi Omar Siddiqi0Junaid Rahman1Tipon Tanchangya2Hafizur Rahman3Miguel Angel Esquivias4Md. Hasanur Rahman5Department of Management Studies, Comilla University, Cumilla, BangladeshDepartment of Finance, University of Chittagong, Chittagong, BangladeshDepartment of Finance, University of Chittagong, Chittagong, BangladeshDepartment of Electrical & Electronics Engineering, American International University Bangladesh (AIUB), Dhaka, BangladeshFaculty of Economics and Business, Universitas Airlangga, Surabaya, IndonesiaDepartment of Economics, Sheikh Fazilatunnesa Mujib University, Jamalpur, BangladeshThis study investigates the factors affecting customer loyalty and the mediating role of customer satisfaction in online food delivery services (OFDS) in Bangladesh. An analysis of 300 responses via structural equation modeling (SEM) revealed that perceived food and service quality alone did not significantly impact customer loyalty. While these qualities are essential, they must enhance customer satisfaction in order to boost loyalty. Significant relationships exist among perceived price, ease of payment, time efficiency, and customer loyalty, with customer satisfaction acting as a crucial mediator. Strategies focusing on pricing, payment convenience, and timely delivery are the most effective for building loyalty. The interplay between perceived quality, pricing, payment, and delivery efficiency enhances the overall customer experience. This study contributes to the literature by applying Attribution Theory and the Technological Acceptance Model (TAM), emphasizing external factors such as pricing, delivery, and payment ease as key loyalty drivers. The findings suggest that OFDS businesses should prioritize reasonable pricing, efficient payment systems, and timely delivery to foster loyalty. Combined with high-quality food and services, these strategies can enhance customer satisfaction, promote business growth, and increase revenue.https://www.tandfonline.com/doi/10.1080/23311975.2024.2431188Emerging marketcustomer loyaltyonline food delivery servicescustomer satisfactionfood market and accessBusiness, Management and Accounting |
| spellingShingle | Kazi Omar Siddiqi Junaid Rahman Tipon Tanchangya Hafizur Rahman Miguel Angel Esquivias Md. Hasanur Rahman Investigating the factors influencing customer loyalty and the mediating effect of customer satisfaction in online food delivery services: empirical evidence from an emerging market Cogent Business & Management Emerging market customer loyalty online food delivery services customer satisfaction food market and access Business, Management and Accounting |
| title | Investigating the factors influencing customer loyalty and the mediating effect of customer satisfaction in online food delivery services: empirical evidence from an emerging market |
| title_full | Investigating the factors influencing customer loyalty and the mediating effect of customer satisfaction in online food delivery services: empirical evidence from an emerging market |
| title_fullStr | Investigating the factors influencing customer loyalty and the mediating effect of customer satisfaction in online food delivery services: empirical evidence from an emerging market |
| title_full_unstemmed | Investigating the factors influencing customer loyalty and the mediating effect of customer satisfaction in online food delivery services: empirical evidence from an emerging market |
| title_short | Investigating the factors influencing customer loyalty and the mediating effect of customer satisfaction in online food delivery services: empirical evidence from an emerging market |
| title_sort | investigating the factors influencing customer loyalty and the mediating effect of customer satisfaction in online food delivery services empirical evidence from an emerging market |
| topic | Emerging market customer loyalty online food delivery services customer satisfaction food market and access Business, Management and Accounting |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2024.2431188 |
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