Factors affecting customer satisfaction and loyalty in online food delivery service during the COVID-19 pandemic: Its relation with open innovation

Abstract

Online food delivery service (OFDS) has been widely utilized during the new normal of the COVID‐19 pandemic, especially in a developing country such as Indonesia. The purpose of this study was to determine factors influencing customer satisfaction and loyalty in OFDS during the new normal of the COVID‐19 pandemic in Indonesia by utilizing the extended theory of planned behavior (TPB) approach. A total of 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.