Factors Affecting Customer Satisfaction & Loyalty in Online Food Delivery Service during COVID-19 Pandemic: Its Relation with Open Innovation

Posted on February 22, 2021 by Design in Design Innovation | 0 Comments

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Factors Affecting Customer Satisfaction & Loyalty in Online Food Delivery Service during COVID-19 Pandemic: Its Relation with Open Innovation

Version 1
: Received: 15 February 2021 / Approved: 17 February 2021 / Online: 17 February 2021 (09:56:40 CET)

Version 2
: Received: 17 February 2021 / Approved: 19 February 2021 / Online: 19 February 2021 (10:01:10 CET)

How to cite:
Prasetyo, Y.T.; Tanto, H.; Mariyanto, M.; Hanjaya, C.; Young, M.N.; Persada, S.F.; Miraja, B.A.; Redi, A.P. Factors Affecting Customer Satisfaction & Loyalty in Online Food Delivery Service during COVID-19 Pandemic: Its Relation with Open Innovation. Preprints 2021, 2021020359 (doi: 10.20944/preprints202102.0359.v2).

Prasetyo, Y.T.; Tanto, H.; Mariyanto, M.; Hanjaya, C.; Young, M.N.; Persada, S.F.; Miraja, B.A.; Redi, A.P. Factors Affecting Customer Satisfaction & Loyalty in Online Food Delivery Service during COVID-19 Pandemic: Its Relation with Open Innovation. Preprints 2021, 2021020359 (doi: 10.20944/preprints202102.0359.v2).

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Online food delivery service (OFDS) has been widely utilized during the new normal of COVID-19 pandemic especially in a developing country such as Indonesia. The purpose of this study was to determine factors influencing customer satisfaction & loyalty in OFDS during the new normal of COVID-19 pandemic in Indonesia by utilizing an extended Theory of Planned Behavior (TPB) approach. 253 respondents voluntarily participated and answered 65 questions. Structural equation modeling (SEM) indicated that Hedonic Motivation (HM) was found to have the highest effect on customer satisfaction, followed by Price (P), Information Quality (IQ), and Promotion (PRO). Interestingly, this study found out that usability factors such as Navigational Design (ND) and Perceived Ease of Use (PEOU) were not significant to customer satisfaction and loyalty in OFDS during the new normal of COVID-19. This study can be the theoretical foundation that could be very beneficial for OFDS investors, IT engineers, and even academicians. Finally, this study can be applied and extended to determine factors influencing customer satisfaction and loyalty in OFDS during the new normal of COVID-19 in other countries.

Subject Areas

food delivery; customer satisfaction; new normal; COVID-19; theory of planned behavior

Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Received:
19 February 2021

Commenter:
Yogi Tri Prasetyo

Commenter’s Conflict of Interests:
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1 additional author: Dr.Michael Nayat Young

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Factors Affecting Customer Satisfaction & Loyalty in Online Food Delivery Service during COVID-19 Pandemic: Its Relation with Open Innovation

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