The Role of E-Satisfaction on Repurchase and E-Wom Intention on The Costumers of Food Products By Local Micro and Small Businesses on The Digital Platforms

Abstract

Despite the increasing popularity of online food delivery services, extant studies have not looked at factors that contribute to customers' willingness to repurchase and recommend food products by local micro and small businesses to other app users. Meanwhile, the topic is essential given that food products from local micro and small businesses face direct competition with well-known products from large corporations on digital platforms. Therefore, this study aims to examine the role of food quality, price fairness and perceived value on e-satisfaction and the role of e-satisfaction on the repurchase and e-WOM intention of the customers of food products by local micro and small businesses. Using data from 100 customers of local micro and small businesses on the popular food delivery applications in Pekalongan, Indonesia and employing Partial Least Square (PLS) in our data analysis, our results show that food quality and price fairness have a significant effect on e-satisfaction. In addition, our findings show that e-satisfaction has a positive and significant effect on repurchase intention, but it shows a nonsignificant positive effect on e-WOM intention. Overall, our findings suggest that on digital platforms, gaining customer satisfaction about the product's quality and the price's fairness may not be enough, as it does not indicate a significant relationship with the willingness of the customers to recommend it to other app users.

From Clicks to Satisfaction: A Study on How Customer-Based Brand Equity Shapes Customer Satisfaction in Online Food Delivery Realm for Generation Z in Lampang Province, Thailand

“…The Concept of Customer Satisfaction for Online Food Delivery Applications The modern digital era has ushered in a surge of online food delivery applications, thus creating a paradigm shift in how consumers order and consume food (Hasbi et al, 2022). At the heart of this transition lies the concept of customer satisfaction, which remains paramount for both service providers and academic researchers (Hasbi et al, 2022;Pal et al, 2022;Santoso & Ardianti, 2023). This literature review aims to encapsulate key studies and findings on the subject, focusing specifically on customer satisfaction within the context of online food delivery applications.…”

“…Several studies have sought to discern the determinants of customer satisfaction in the realm of online food delivery (Hasbi et al, 2022;Pal et al, 2022;Santoso & Ardianti, 2023). Among these determinants, service quality has been frequently underscored as a key factor.…”

“…Specifically, the speed of delivery (Macías-Rendón, Rodríguez-Morales & Raúl Barriga-Medina, 2021), the accuracy of the order (Goh, Ho & Ng, 2021), and the interface usability of the application (Tavitiyaman, Tsang & Lo,2022) significantly influence satisfaction levels. Additionally, the perceived value, which entails the trade-off between the quality of food and its cost, is pivotal (Santoso & Ardianti, 2023).…”

“…In the rapidly evolving realm of online food delivery, various factors significantly influence customer satisfaction (Hasbi et al, 2022). Key among these is the technological infrastructure, with a user-friendly interface and features like real-time tracking, bolstered further by AI-driven chatbots and personalized recommendations (Santoso & Ardianti, 2023). Concurrently, trust remains crucial, with secure payment methods and data privacy being indispensable.…”