While online food delivery services are expanding worldwide, most prior research has focused on single countries and the pre-purchase stage. This study addresses that gap by examining the drivers of customer-perceived value in food delivery app use, its effects on well-being and loyalty, and the moderating role of consumer pessimism. Drawing on Consumption Value Theory (CVT), the Information Systems Success (ISS) model, and the literature on consumer pessimism, the study offers a holistic, multi-country perspective on the factors that shape customer experiences and behaviours with food delivery apps.
Data were collected through an online survey of current food delivery app users in four Global South countries: Pakistan (n = 261), Morocco (n = 169), Saudi Arabia (n = 283), and Jordan (n = 166). Research hypotheses were tested using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS 4.
Across the four Global South countries examined, there is evidence that information, service and system quality are key determinants of overall customer-perceived value, which in turn enhances customer well-being and loyalty. The negative effect of consumer pessimism on perceived value is significant in two out of the four countries. Customer well-being consistently predicts loyalty across all countries, underscoring its importance for long-term relationships. However, the moderating role of consumer pessimism on the links between perceived value, well-being, and loyalty is mixed, revealing variation across national contexts.
This study is the first to examine the key drivers and outcomes of customer-perceived value in the online food delivery sector using multi-country data, breaking new ground by combining the ISS model, CVT, and research on consumer pessimism and well-being to deepen understanding of how perceived value is formed and its effects. Altogether, the results illuminate the structural relationships that shape customers' post-purchase experiences and behaviours and offer managers actionable insights to design strategies that build stronger customer value and loyalty across different international markets.
