| Abstract [eng] |
The usage of E-commerce has been rising rapidly and significantly. This has huge impact on revolutionizing the purchasing industry. Consumers are leaning towards an entirely distinct era due to the extensive use of mobile devices. Examining the desire to utilize food delivery applications is vital in comprehending customer actions, enhancing the calibre of service, amplifying customer contentment, attaining a competitive edge, fostering business expansion, and optimizing revenue. The goal of this study therefore was to examine the impact of consumer experience on intention to use food delivery applications, using perceived value and word of mouth as mediating factors. To enhance the validity of the study, loyalty and attitude were also be included in the model as independent variables. Literature revealed that the success of food delivery apps depends on the company's capacity to satisfy customer demands, have a better online customer experience, and foster the need to use the app again. Review of the literature also revealed that other than consumer experience, there are a number of other variables related to consumers' intent to use food delivery applications and platforms. These include loyalty, word-of-mouth recommendations, performance expectations, attitude of consumers towards using food delivery apps or websites, perceived risk, performance expectancy, word of mouth, quality of service, and perceived value. Data used in this study was collected from 261 participants in Pakistan using an online survey. On overall, the findings of the study revealed that customer experience significantly impacts one’s intention to use of food delivery apps. Consumer experience and attitude were found to have a positive impact on intentions to use food delivery apps. It was also found out that consumer loyalty does not affect one’s intention to use food delivery apps again. The findings further indicated that loyalty and attitude have a positive impact on the consumers’ perceived value on the use of food delivery apps. The findings however indicated that consumer experience does not significantly impact their perceived value of the use of food delivery apps. Only attitude was found to have a positive impact on the likelihood of spreading information about food delivery apps by word of mouth; consumer experience and loyalty were not found to have an impact on word of mouth. The results also revealed that customers who got to hear about the use of food delivery apps via word of mouth are likely to have a higher intention to use food delivery apps. Word of mouth was found to mediate the relationship between customer experience and their intention to use food delivery apps. It however found that perceived value does not mediate the relationship between customer experience and their intention to use food delivery apps. The findings of this study have a number of practical implications for use for marketing and business in the food delivery apps industry in Pakistan. These findings highlight the need for food delivery companies to put in place measures that facilitate positive consumer experience. The companies should put in place pro-customer policies that see into it that customers enjoy the procedures and services offered. Companies also ought to focus on ways to build and maintain positive attitude among customers. Companies providing food delivery app services also could consider putting in place loyalty programs to potentially improve the perceived value. Last but not least, companies should aim at providing promotions and value-added services, to better the perceptions of users on the food delivery platform. |
