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Unraveling customer repurchase intention in OFDL context : An investigation using a hybrid technique of SEM and fsQCA
Dogra, Nikhil Adil, Mohd Sadiq, Mohd Dash, Ganesh Paul, Justin
Dogra, Nikhil
Adil, Mohd
Sadiq, Mohd
Dash, Ganesh
Paul, Justin
Abstract
This research proposes a conceptual model based on the stimulus-organism-response (S–O-R) theoretical framework which links perceived website/app quality and image (stimuli) to satisfaction and trust (organism) which in turn influence customer repurchase intention (response). The data was collected from 680 consumers via Amazon MTurk. Following Covariance based Structural Equation Modeling (CB-SEM) analysis to validate the proposed model, fuzzy set/Qualitative Comparative Analysis (fsQCA) technique was also performed. According to the findings, perceived website/app quality has a direct impact on both satisfaction and trust in online food delivery services. Additionally, customer familiarity moderates the relationship between website/app quality and repurchase intention. Next, customer reviews moderate the association between repurchase intention and trust. Holistically, this study offers significant implications for academicians, managers and policymakers. Academically, this study contributes to online food delivery literature. Practically, the results provide guidelines to marketers, managers and policymakers interested in devising marketing strategies to promote customer's repurchase intention in online food delivery context.
Keywords
website quality, trust, repurchase intention, online food delivery, customer review, customer familiarity, fsQCA, CB-SEM
Date
2023
Type
Journal article
Journal
Journal of Retailing and Consumer Services
Book
Volume
72
Issue
Page Range
1-11
Article Number
Article 103281
ACU Department
Peter Faber Business School
Faculty of Law and Business
Faculty of Law and Business
Collections
Relation URI
Source URL
Event URL
Open Access Status
License
All rights reserved
File Access
Controlled