In online food delivery service (OFDS) literature, OFDS quality and OFDS value are defined as multidimensional concepts. Previous studies have demonstrated that quality and value affect satisfaction and continued intention. However, a research gap remains in understanding the relationships among the dimensions of these constructs. The aim of this research is to empirically examine the OFDS value chain, i.e., the impact of OFDS quality dimensions on OFDS value dimensions and, subsequently, on OFDS satisfaction and OFDS continuous usage intention.
The study uses a quantitative approach to empirically test the proposed hypothesis. Data were collected from 354 OFDS customers. The model is analysed using covariance-based structural equation modelling (CB-SEM) in SPSS and AMOS.
The findings highlight the impact of the dimensions of OFDS quality, i.e., reliability, maintenance of meal quality and hygiene, assurance, security, system operation and traceability on the dimensions of OFDS value, i.e., functional, economic, social, emotional and epistemic value using the theory of consumption values (TCV). The OFDS value dimensions, in turn, affect OFDS satisfaction, which subsequently influences the OFDS continuance usage intention.
The OFDS value chain provides managers with a holistic, structured understanding of the value proposition to customers, thereby reducing the challenges associated with OFDS.
This study is among the few to empirically test a structured framework, the OFDS value chain, which integrates dimensions of OFDS quality and value, thereby enhancing our understanding of customer satisfaction and continuance intention.
