| Abstract [eng] |
SUMMARY IMPACT OF DIGITAL SERVICE QUALITY DISSATISFACTION ON BRAND SWITCHING INTENTIONS IN THE FOOD DELIVERY INDUSTRY Student Number: 2330551 Final Master Thesis Academic supervisor: Prof. Vytautas Dikcius Digital Marketing Programme Business School, Vilnius University Vilnius, 2025 Background: Use of digital food order services has grown in use in how shoppers purchase food on a daily basis. Dissatisfied customers face issues like delayed deliveries, inaccurate order information and poor customer support, which makes them want to switch food delivery brand. If users do not like quality of digital services, then they may leave thus leading to loss of brand loyalty. Purpose: The aim of this study is to study how digital service quality dissatisfaction influences customer’s brand switching intention in food delivery industry. Methodology: For this study, a quantitative survey was used. Purposive sampling was used to select 220 respondents in Lithuania who had used food delivery services such as Bolt, Wolt, and LastMile to do this work. It also comprised individuals who have had one or more moments when they were unsatisfied with a food delivery service. Data was collected through google form and analysed by descriptive and inferential procedures in SPSS. Findings: The results show that gaps in digital system quality greatly raise customer dissatisfaction and this drastically raises plans to change brands. Although general barriers to switching like price or work effort might ease this relationship, high levels of dissatisfaction often pass these barriers leading users to switch platforms. Conclusion: The paper concludes that when service providers can proffer reliable customer support, accurate data, and a smooth use of platforms, they can cut back on customer dissatisfaction and deter customers from switching to others. |
