The Continuance Intention of Coffee Shop Mobile Food Ordering Applications

Abstract

The purpose of this study is to determine the continuance intention of mobile food ordering apps (MFOAs) for the coffee shop industry based on attributes and customer satisfaction. This study focuses on the category of firm-owned MFOAs, specifically for coffee shop settings in the Indonesian context, in contrast with prior studies that emphasize third-party MFOAs. This research developed a framework of Unified Theory of Acceptance and Use of Technology by focusing on the model for one food service setting. A survey with questionnaires was employed and 177 valid responses were obtained and further analysed with Structural Equation Modelling using SmartPLS. Firm-owned MFOAs from seven coffee shop brands in Indonesia were used in the study. Kopi Kenangan turned out to be the most frequently used MFOA coffee shop among respondents, even double that of Starbucks. The findings show that customer satisfaction in using MFOAs is influenced by various factors of the MFOA attributes themselves, most importantly online tracking. Consequently, this satisfaction leads to the user’s intention to continue using the apps in the future. This study proposes several practical recommendations for coffee shop businesses to better understand how the existence of their own MFOA may influence customer satisfaction and future continuance intention.