Gunadi, Renji
(2020)
The Effect of Satisfaction, Customer Loyalty and its Dimension (Cognitive Loyalty, Affective Loyalty and Behavioural Loyalty), Waiting Time, Self-Service Technology Experience, Customer Involvement Level and Trust on Repurchase Intention in Online Food Delivery Service.
[Dissertation (University of Nottingham only)]
Abstract
The industry of online food delivery service in the UK faces a deteriorated profitability due to the several factors such as tight competition, a rise of labour cost, strong restaurant’s bargaining power and carrying dual business models. One of the solutions to rise the profitability is by increasing the volume order from customer. Hence, this research aims to investigate the relationship between satisfaction, customer loyalty, and repurchase intention with its antecedents. The previous finding from Bulut (2015), Atchariyachanvanich, Okada and Sonehara (2006), Oliver (2015), Han, Kim and Kim (2011), Blut, Evanschitzky, Vogel and Ahlert (2007), Bloemer and Ruyter (1999), Ladhari and Lecrlerc (2013), Ndubisi (2006), Bhattacherjee (2001), Hellier, Geursen, Carr and Rickard (2003), Chauke and Dhurup (2017), Bielen and Demoulin (2007), and Meuter, Ostrom, Roundtree and Bitner (2000) provide the basis to construct the research framework.
One hundred sixty-three positive sample responses are used for the research analysis. The result suggests that satisfaction, customer loyalty, cognitive loyalty and behavioural loyalty influence repurchase intention. Customer SST experience predicts satisfaction. Satisfaction affects customer loyalty, cognitive loyalty, affective loyalty and behavioural loyalty. Customer involvement impacts customer loyalty, cognitive loyalty and behavioural loyalty. Trust influences cognitive loyalty and affective loyalty. In contrast, no influence is found on the relationship among several tested variables which are affective loyalty and repurchase intention, between customer involvement and affective loyalty, between trust and customer loyalty, between waiting time and satisfaction and between trust and behavioural loyalty. Besides that, the cognitive loyalty is identified to have a negative effect on repurchase intention.
The online food delivery platform company should fix and reduce the gap between perceived performance and customer expectation (customer “mega-gap”) in order to enhance customer repurchase intention. Future research should explore the waiting time variable deeper and replicate the model with a larger sample size and more with diverse respondent’s demography profile.
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