The role of services mix and value-based benefits on customer switching intention: A study on online food delivery services platforms

Abstract

Increased mobile technology adoption, the convenience of one-click shopping using mobile apps, and the rise of the COVID-19 pandemic have shifted consumer preferences, habits, and priorities in their communication, transaction, and consumption processes. As a reflection of these changes, the growth of the online food delivery (OFD) market has gained tremendous momentum in the last couple of years. Unlike physical store retail services and non-food item delivery services, OFD services require adapting the retail service mix. This study aims to generate a holistic view of OFD service marketing by determining the role of adapted OFD service mix elements in shaping consumers’ utilitarian and hedonic value perceptions regarding the service provided, which may influence consumers’ satisfaction and switching intentions. The findings confirm the significant effect of OFD service mix elements, namely quality, convenience, and price factors, on consumers’ utilitarian and hedonic value perceptions. Utilitarian value perceptions positively influence customer satisfaction with OFD services. On the other hand, results confirm no significant effect of hedonic value perceptions on customer satisfaction. Increasing customer satisfaction levels related to OFD services negatively affect consumers’ switching intentions.