Artículos académicos Beyond convenience: understanding the nexus of foodbiosafety, service quality, and brand image in online fooddelivery services

Beyond convenience: understanding the nexus of foodbiosafety, service quality, and brand image in online fooddelivery services

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Año de publicación

2024

Palabras clave

E-service quality; product quality; brand image; e-consumer satisfaction; e-loyalty; food biosafety measure

Título en español

Más allá de la conveniencia: comprender el nexo de bioseguridad alimentaria, calidad del servicio e imagen de marca en servicios de entrega de alimentos en línea

ABSTRACT
This study aims to present an integrative model assessing the impact of Food Biosafety Measures (FBM), e-Service Quality (e-SQ), and Product Quality (PQ) on Online Food Delivery Service (OFDS) brand image, e-consumer satisfaction (e-CS), and e-loyalty (e-LO), grounded in Expectation-Disconfirmation Theory
(EDT). Employing a cross-sectional survey design, the study ana- lyzed responses from 911 users in Bogotá and Medellín through structural equation modeling (PLS-SEM). A multigroup analysis
assessed differences across these two cities. The study found that FBM significantly enhances e-CS but does not directly impact brand image, suggesting other factors, such as e-SQ and PQ, play essential roles. E-SQ and PQ robustly influence brand image, which modestly affects both e-CS and e-LO. The study
confirms that e-CS significantly fosters e-LO, with FBM indirectly influencing e-LO via e-CS. For OFDS managers and policymakers, emphasizing food biosecurity, service, and product quality is vital
for enhancing consumer satisfaction and fostering loyalty.

Geographical nuances revealed through multigroup analysis indicate the importance of region-specific strategies for service quality and market expansion. This research fills a gap in the OFDS literature by empirically validating non-food quality attributes in generating e-CS and, indirectly, e-LO. It highlights the complexity of brand image construction and provides a framework for OFDS brands to augment consumer satisfaction and loyalty in a dynamically evolving sector

Flavia Braga Chinelato

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