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EMAC 2021 Annual Conference


Customer Experiences Using Online Food Ordering and Delivery Platforms (OFODPs): An S-O-R Perspective
(A2021-93999)

Published: May 25, 2021

AUTHORS

Maryam Almahdi, Ahlia University; Noor Alsayed, Ahlia University

ABSTRACT

Online food ordering and delivery platforms (OFODPs) are witnessing a notable growth in use and revenues and are expected to continue soaring in the coming years. Drawing on the S-O-R model, this paper explores the influence of usefulness, content quality, visual appeal, and social presence on satisfaction and loyalty toward OFODPs. Results from our cross-sectional study reveal that all of the model’s independent variables positively influence loyalty, while all of them (apart from social presence) influence satisfaction. It is additionally found that satisfaction mediates the relationship between usefulness, content quality and visual appeal with loyalty toward OFODPs. An interesting finding from this research is the important role of social presence in achieving loyalty in the context of OFODPs, since the social side of such platforms is rarely addressed in research. Managerial implications and future research directions are discussed at the end of the paper.