Exploring the antecedents of e-loyalty and eWOM in the context of food delivery application services in Finland

The novelty introduced by food delivery applications to meals provided by restaurants has created a new customer experience due to its unique properties. Nevertheless, harnessing the full potential of such a service requires a deep understanding of the factors that lead to desired behavioral consequ...

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Main Author: Mattayev, Mark
Other Authors: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Format: Master's thesis
Language:eng
Published: 2022
Subjects:
Online Access: https://jyx.jyu.fi/handle/123456789/81668
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author Mattayev, Mark
author2 Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_facet Mattayev, Mark Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä Mattayev, Mark Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
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description The novelty introduced by food delivery applications to meals provided by restaurants has created a new customer experience due to its unique properties. Nevertheless, harnessing the full potential of such a service requires a deep understanding of the factors that lead to desired behavioral consequences. In this study, various quality dimensions (Food quality, service quality, and electronic service quality) and perceived value were explored as potential antecedents of the highest predictive capability towards forming electronic word-of-mouth and electronic loyalty intentions, through the mediating role of customer satisfaction. In order to explore this, the author conducted a literature review and formed a new theoretical model based on previous research findings. Once a new theoretical model was formed and presented, a quantitative, self-medicated survey was formulated and translated to suit the Finnish context. The accompanying restaurant chain named Rolls provided its digital distribution channels to gather the data from 238 valid respondents which was later analyzed in SPSS for validity and reliability and a structural model was plotted in order to examine the hypothesized relationships. Contrary to the expectations set in the study, food quality was shown to not have any significant relationship with any of the proposed constructs, while service quality proved to have the highest impact on eWOM, and eQuality had the highest impact on eLoyalty intention through the indirect mediation of customer satisfaction. Furthermore, the role of perceived value as an antecedent of customer satisfaction was confirmed, as well as the mediating role of customer satisfaction towards eWOM and eLoyalty intention. The theoretical and managerial contributions of this study allow for additional improvement of service development for practitioners in the field to enhance intended customer behaviors while academics can test the proposed new model in different con-texts and add additional dimensions that would increase the predictive capabilities in the context of food delivery applications.
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spellingShingle Mattayev, Mark Exploring the antecedents of e-loyalty and eWOM in the context of food delivery application services in Finland Food Delivery Applications eWOM eLoyalty Markkinointi Marketing 20423 laatu asiakastyytyväisyys ravintolat quality customer satisfaction restaurants
title Exploring the antecedents of e-loyalty and eWOM in the context of food delivery application services in Finland
title_full Exploring the antecedents of e-loyalty and eWOM in the context of food delivery application services in Finland
title_fullStr Exploring the antecedents of e-loyalty and eWOM in the context of food delivery application services in Finland Exploring the antecedents of e-loyalty and eWOM in the context of food delivery application services in Finland
title_full_unstemmed Exploring the antecedents of e-loyalty and eWOM in the context of food delivery application services in Finland Exploring the antecedents of e-loyalty and eWOM in the context of food delivery application services in Finland
title_short Exploring the antecedents of e-loyalty and eWOM in the context of food delivery application services in Finland
title_sort exploring the antecedents of e loyalty and ewom in the context of food delivery application services in finland
title_txtP Exploring the antecedents of e-loyalty and eWOM in the context of food delivery application services in Finland
topic Food Delivery Applications eWOM eLoyalty Markkinointi Marketing 20423 laatu asiakastyytyväisyys ravintolat quality customer satisfaction restaurants
topic_facet 20423 Food Delivery Applications Marketing Markkinointi asiakastyytyväisyys customer satisfaction eLoyalty eWOM laatu quality ravintolat restaurants
url https://jyx.jyu.fi/handle/123456789/81668 http://www.urn.fi/URN:NBN:fi:jyu-202206133277
work_keys_str_mv AT mattayevmark exploringtheantecedentsofeloyaltyandewominthecontextoffooddeliveryapplicationservic