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Item type:Publication, Operational excellence in online food delivery service: The role of food biosafety measures(Emerald Publishing, 2024-11-20)This study explores how food biosafety measures (FBM), electronic service quality and product quality influence consumer satisfaction and loyalty in the online food delivery service (OFDS) sector. It also integrates the technology acceptance model (TAM) and the theory of planned behaviour (TPB) to form a robust framework for assessing consumer behaviours and providing insights for this sector. Design/methodology/approach: Data from 877 Colombian urban consumers were collected. The proposed theoretical model was tested using structural equation modelling (SEM) in the SEMinR package of the R program (an open-source programming language). Findings: The results reveal that food biosafety measures and product quality are the most essential factors for OFDS consumers. Besides, food biosafety measures strongly affect product and e-service quality, which in turn significantly and directly impact consumer satisfaction and loyalty. This means that it is necessary to consider both visible actions strongly related to product quality and invisible actions that highlight the role of e-service quality in ensuring operational excellence. Practical implications: To maintain customer satisfaction and loyalty, OFDS managers should consider first working with restaurants that practice high food biosafety measures so that the order leaves the restaurant in good condition. However, OFDS should maintain these measures to ensure operational excellence from the order on the platform until delivery to the end consumer. Originality/value: This innovative study demonstrates how FBMs directly affect perceptions of service, product quality, satisfaction and loyalty. This goes beyond traditional findings suggesting that food biosafety measures' influence is only indirect and mediated by satisfaction. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Beyond convenience: Understanding the nexus of food biosafety, service quality, and brand image in online food delivery services(Taylor & Francis, 2024-07-11)This study aims to present an integrative model assessing the impact of Food Biosafety Measures (FBM), e-Service Quality (e-SQ), and Product Quality (PQ) on Online Food Delivery Service (OFDS) brand image, e-consumer satisfaction (e-CS), and e-loyalty (e-LO), grounded in Expectation-Disconfirmation Theory (EDT). Employing a cross-sectional survey design, the study analyzed responses from 911 users in Bogotá and Medellín through structural equation modeling (PLS-SEM). A multigroup analysis assessed differences across these two cities. The study found that FBM significantly enhances e-CS but does not directly impact brand image, suggesting other factors, such as e-SQ and PQ, play essential roles. E-SQ and PQ robustly influence brand image, which modestly affects both e-CS and e-LO. The study confirms that e-CS significantly fosters e-LO, with FBM indirectly influencing e-LO via e-CS. For OFDS managers and policymakers, emphasizing food biosecurity, service, and product quality is vital for enhancing consumer satisfaction and fostering loyalty. Geographical nuances revealed through multigroup analysis indicate the importance of region-specific strategies for service quality and market expansion. This research fills a gap in the OFDS literature by empirically validating non-food quality attributes in generating e-CS and, indirectly, e-LO. It highlights the complexity of brand image construction and provides a framework for OFDS brands to augment consumer satisfaction and loyalty in a dynamically evolving sector. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Consumer Perceptions of Online Food Delivery Services: Examining the Impact of Food Biosafety Measures and Brand Image(Sage Publications India Pvt. Ltd, 2023-01-01)This study aimed to examine the impact of food biosafety measures, e-service quality, and product quality on the satisfaction of e-consumers who use food delivery services, as well as to investigate whether brand image moderates the relationship between e-consumer satisfaction and e-loyalty. The sample comprised 1709 Colombian consumers who use food delivery services at home or work. The study found that food biosafety measures, e-service quality, and product quality have a positive impact on e-consumer satisfaction and influence e-loyalty. However, no moderating effect of brand image was found between e-satisfaction and e-loyalty. The study’s novelty lies in providing insights into consumer behaviour changes regarding the online food delivery service (OFDS) during the post-pandemic period, which has resulted in an increased demand for food biosafety globally. These findings offer valuable information to develop strategies that can interpret consumer needs and expectations, learn from new trends in the food delivery industry, and apply lessons learned promptly.