Customers’ perception of consumption values of online food delivery towards their satisfaction, purchase intention and switching intention post-COVID-19 pandemic

Abstract

By employing the theory of consumption values, this study examines how customers perceived the values of food delivery applications (FDAs), which affected their satisfaction, purchase intention and switching intention post-coronavirus disease 2019 (COVID-19) pandemic. Target samples were local Hong Kong customers, with 519 valid responses obtained from a self-administered survey. Results show that customers perceived the importance of FDA values: price, affordance, quality and personal data protection. These factors positively improved customer satisfaction and enhanced purchase intention through FDA services.