The role of information for the customer journey in mobile food ordering apps

Abstract

Purpose This study aims to determine how to influence the customer journey of mobile food ordering applications (MFOAs) users. It researches how available information could influence customers’ intention to use MFOAs platforms in the prepurchase stage and explores the potential of personalized information to improve customer satisfaction with these services in the postpurchase stage. Design/methodology/approach This research followed a mixed design, combining qualitative (focus groups) and quantitative (online survey) research and using both content analysis and partial least squares structural equation modeling. Findings Two types of available information (firm-generated information and online customer reviews) had a positive influence on the behavioral intention to use MFOAs. Additionally, findings showed that different web personalization strategies, namely, content personalization, functional personalization and system-driven personalization, were useful tools to create customer satisfaction with this type of platform. Research limitations/implications The study discusses limitations regarding the sample and sampling process, indicator variables and measures. Practical implications The present research provides actionable insights for online food delivery providers. Originality/value This study addresses a research gap in the literature and provides a novel and richer understanding of customer behavior toward mobile food delivery platforms. Also, it adds to the personalization research by identifying and testing a range of web personalization strategies.

Incentivised dishonesty: Moral frameworks underlying fake online reviews

“…Consumers tend to trust user reviews 12 times more than what the brand says about the product and are willing to pay more for products or services with better ratings (Park et al, 2021). Online customer reviews have a positive effect on the behavioural intention to use mobile food ordering applications (Rita et al, 2023).…”

Managing environmental sustainability in customer experience processes: A multi-stakeholder analysis within the food delivery ecosystem

“…The context of food delivery is particularly appropriate to such an analysis, as food delivery is a complex service with an assembly of different touchpoints in an omnichannel environment which involves several stakeholders. A first attempt to analyse the CJ in the context of mobile food ordering apps (MFOAs) was made by Rita et al (2022). They defined online food delivery services as internet-based platforms that enable customers to order and receive food at their preferred location without being responsible for meal preparation.…”

“…The context of food delivery is particularly appropriate to such an analysis, as food delivery is a complex service with an assembly of different touchpoints in an omnichannel environment which involves several stakeholders. A first attempt to analyse the CJ in the context of mobile food ordering apps (MFOAs) was made by Rita et al. (2022).…”

Mobi̇l Yemek Si̇pari̇şi̇ Uygulamalarinin Terci̇h Edi̇lme Kri̇terleri̇ni̇n Anali̇zi̇

“…Tüketiciler, sipariş vermeden önce uygulama aracılığıyla yemek hizmeti sağlayıcılarını deneyimli tüketiciler tarafından verilen menüler, fiyatlar, indirim teklifleri, derecelendirme veya yorumlar ile kolayca karşılaştırabilmektedir (Su vd., 2022). Rita, Eiriz & Conde (2023) mobil yemek siparişi uygulamalarındaki bilgilerin müşterilerin satın alma sürecini nasıl etkilediğini araştırmıştır. Firma tarafından oluşturulan bilgiler ve çevrimiçi müşteri incelemeleri, mobil yemek siparişi uygulamalarını kullanmaya yönelik davranışsal niyet üzerinde olumlu bir etkiye sahip olduğu belirtilmektedir.…”