The impact of Online Food Delivery Applications (FDAs) on Customer Satisfaction and Repurchasing Intentions: Mediating Role of Positive E-WOM

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1 Associate Professor, Faculty of Tourism and Hotel Management, Helwan university

2 Hotel Management Department, Faculty of Tourism and Hotels, Suez Canal University

Abstract

Catering businesses and customers have largely adopted food delivery apps (FDAs) using companies that introduce catering delivery via FDA applications. A limited number of studies have approached the influence of food delivery applications on customers intending to purchase in Egypt. This paper aims to measure the impact of online food delivery applications (FDAs) on satisfaction and purchasing decisions in Greater Cairo. Therefore, this paper evaluates customer perceptions via food delivery applications to suggest some improvements, to allow the food delivery applications to determine weakness points and to make amelioration to improve customer satisfaction when ordering via food delivery applications. A questionnaire was distributed to customers to identify their satisfaction towards the applications of food delivery. The study involves nine constructs, i.e. convenience; incentives; attractive content; technology anxiety; security, perceived control; E-WOM; satisfaction; repurchasing intentions. This current study utilised SEM via the “Partial Least Squares PLS” technique to investigate the hypotheses of the research with Smart PLS-3.0. to analyze the data collected from 384 questionnaire forms gathered from customers. The research results show that the positive E-WOM variable was a partial mediator between the FDA's cybersecurity variable, customer satisfaction with it, and their decision to reuse these applications. On the other hand, E-WOM was complete mediator between the FDA's content, customer satisfaction, and the reuse of FDA's applications  

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