Publication:
Role of mobile food-ordering applications in developing restaurants' brand satisfaction and loyalty in the pandemic period

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dc.contributor.authorDİRSEHAN, TAŞKIN
dc.contributor.authorsDirsehan, Taskin; Cankat, Ece
dc.date.accessioned2022-03-12T22:56:01Z
dc.date.available2022-03-12T22:56:01Z
dc.date.issued2021
dc.description.abstractRetailers and their supply-chain partners should reconsider their competitive advantages in today's technologyenhanced environment and search for opportunities to collaborate. Mobile applications have emerged as a special form of e-commerce that provide convenience for consumers by saving time and effort. In the pandemic days, people prefer using mobile applications in particular to order food from restaurants and protect themselves from COVID-19. Even though there are many previous studies regarding mobile application usage, they have investigated the antecedents of mobile app adoption. Today, consumers already have adopted them, yet there is a need to understand the outcomes of mobile application usage, especially for mobile food-ordering apps (MFOAs). To fill this gap, this study first positions the MFOAs among other mobile food applications regarding their business models. Then, a structural model was developed and tested by focusing on the outcomes of MFOA usage. A survey of 217 participants was conducted, and the data were analyzed using partial least squares path modeling (PLS-PM). The main contribution of the results is the finding that MFOA satisfaction plays a critical role in developing restaurants' brand satisfaction and loyalty. Thus, brands should cooperate with MFOA providers.
dc.identifier.doi10.1016/j.jretconser.2021.102608
dc.identifier.eissn1873-1384
dc.identifier.issn0969-6989
dc.identifier.urihttps://hdl.handle.net/11424/236877
dc.identifier.wosWOS:000684621800019
dc.language.isoeng
dc.publisherELSEVIER SCI LTD
dc.relation.ispartofJOURNAL OF RETAILING AND CONSUMER SERVICES
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.subjectFood marketing
dc.subjectMobile food-ordering application (MFOAs)
dc.subjectTechnology-acceptance model (TAM)
dc.subjectRestaurant brand loyalty
dc.subjectTECHNOLOGY ACCEPTANCE MODEL
dc.subjectCUSTOMER SATISFACTION
dc.subjectUSER ACCEPTANCE
dc.subjectSERVICE QUALITY
dc.subjectPERCEIVED EASE
dc.subjectINFORMATION-TECHNOLOGY
dc.subjectPLS-SEM
dc.subjectONLINE
dc.subjectEXTENSION
dc.subjectCOMMERCE
dc.titleRole of mobile food-ordering applications in developing restaurants' brand satisfaction and loyalty in the pandemic period
dc.typearticle
dspace.entity.typePublication
local.avesis.id8498760c-22d8-42ff-b6f8-a5c1ec7dcc97
local.import.packageSS17
local.indexed.atWOS
local.indexed.atSCOPUS
local.journal.articlenumber102608
local.journal.numberofpages8
oaire.citation.titleJOURNAL OF RETAILING AND CONSUMER SERVICES
oaire.citation.volume62
relation.isAuthorOfPublication237d2169-98a0-49b5-8316-d36b12378c67
relation.isAuthorOfPublication.latestForDiscovery237d2169-98a0-49b5-8316-d36b12378c67

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