Taylor's FSLM Journals
Investigating Usage and Loyalty of Food Delivery Applications for Working Adults in Malaysia

@ Asia-Pacific Journal of Innovation in Hospitality and Tourism

Online ISSN: 2710-6519

Xue Ying Meng, Kashif Hussain, and Neethiahnanthan Ari Ragavan

Abstract: The purpose of this study is to investigate factors influencing the usage attitude of food delivery applications (FDAs), as well as the relationship between customer satisfaction and loyalty. The current study combined the uses and gratifications (U&G) theory and satisfaction-loyalty theory for the development of a research framework to investigate usage attitude, customer satisfaction and loyalty of working adults towards using FDAs. A quantitative research approach was adopted to collect data through an online questionnaire. A total of 300 valid responses were collected. The study’s measurement model and structural equation model were assessed using partial least squares–structural equation modeling (PLS-SEM). Results demonstrate that quality control, convenience, ease of use, delivery experience and listing positively influence the usage attitude of FDAs, while the effect of search of restaurants was found to be insignificant. Delivery experience was the most conspicuous factor among all. In addition, word-of-mouth, intention to reuse and recommendation of FDAs were found to be significantly affected by customer satisfaction. This paper extends the literature of online food delivery associated with usage attitude and loyalty while the findings provide valuable insights and practical recommendations to managers of food delivery companies.

Keywords: Food delivery applications, loyalty, uses and gratifications theory, satisfaction-loyalty theory, Malaysia