- Apply for Authority
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS
ISSN : 1738-3110
Food Delivery Applications Becoming Alligator of Hotel Supply Chain: An Empirical Analysis
KANG, Eungoo
- Downloaded
- Viewed
Abstract
Purpose: Online-To-Offline Food Delivery Services (O2O-FDS) is a new element in hotel supply chain that digitalizes traditional food delivery practices using new technologies. Targeting hotel guests, the present research is to explore the role of trust in the relationship between food delivery app on loyalty, price efficiency, and convenience. This new perspective is an essential value addition in the field of hotel marketing in relation to O2O-FDS. Research design, data and methodology: The present research conducted the mediator variable regression analysis as a main statistical methodology to identify the connections between three main constructs using total 244 South Korean participants that were recruited from the professional research company in Korea. Results: The statistical findings based on three steps of mediator regression approach strongly indicate that the trust of food delivery app in the hotel sector plays a moderating role in the relationship between price efficiency and convenience of food delivery app and customer loyalty of food delivery app in the hotel business. Conclusions: This research concludes that hotel practitioners must strive to provide adequate information on food delivery applications in order to increase price efficiency and convenience relative to traditional food and beverage services, influencing consumer trust in food delivery technology.
- keywords
- Hotel Supply Chain, App Distribution Strategy, Food Delivery Apps, Consumer Loyalty
Reference
Abd-Elmotaleb, M., & Saha, S. K. (2013). The Role of Academic Self-Efficacy as a Mediator Variable between Perceived Academic Climate and Academic Performance. Journal of Education and Learning, 2(3), 117-129.
Ahn, J., & Kwon, J. (2021). Examining the relative influence of multidimensional customer service relationships in the food delivery application context. International Journal of Contemporary Hospitality Management, 33(3), 912-928.
Agarwal, V., & Sahu, R. (2022). Predicting repeat usage intention towards O2O food delivery: extending UTAUT2 with user gratifications and bandwagoning. Journal of Foodservice Business Research, 25(4), 434-474.
Ali, S., Khalid, N., Javed, H. M. U., & Islam, D. M. Z. (2020). Consumer adoption of online food delivery ordering (OFDO) services in Pakistan: The impact of the COVID-19 pandemic situation. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 10-26.
Al-Osail, A. M., Al-Sheikh, M. H., Al-Osail, E. M., Al-Ghamdi, M. A., Al-Hawas, A. M., Al-Bahussain, A. S., & Al-Dajani, A. A. (2015). Is Cronbach’s alpha sufficient for assessing the reliability of the OSCE for an internal medicine course? BMC research notes, 8(1), 1-6.
Ayman, N., Nazihah, N. F., Izzati, N., & Syamimi, N. (2022). Usage intention of food delivery apps during Covid-19. International journal of Tourism and hospitality in Asia Pasific, 5(2), 65-74.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
Belanche, D., Flavián, M., & Pérez-Rueda, A. (2020). Mobile apps use and WOM in the food delivery sector: the role of planned behavior, perceived security and customer lifestyle compatibility. Sustainability, 12(10), 4275.
Burlea-Schiopoiu, A., Puiu, S., & Dinu, A. (2022). The impact of food delivery applications on Romanian consumers’ behaviour during the COVID-19 pandemic. Socio-Economic Planning Sciences, 82(Part A), 1-15.
Chakraborty, D., Kayal, G., Mehta, P., Nunkoo, R., & Rana, N. P. (2022). Consumers’ usage of food delivery app: A theory of consumption values. Journal of Hospitality Marketing & Management, 31(5), 1-19.
Chen, H. S., Tsai, B. K., & Hsieh, C. M. (2018). The effects of perceived barriers on innovation resistance of hydrogen-electric motorcycles. Sustainability, 10(6), 1933.
Cho, M., Bonn, M. A., & Li, J. J. (2019). Differences in perceptions about food delivery apps between single-person and multi-person households. International Journal of Hospitality Management, 77(January), 108-116.
Choe, J. Y., Kim, J. J., & Hwang, J. (2021). Innovative marketing strategies for the successful construction of drone food delivery services: Merging TAM with TPB. Journal of Travel & Tourism Marketing, 38(1), 16-30.
Chotigo, J., & Kadono, Y. (2021). Comparative analysis of key factors encouraging food delivery app adoption before and during the COVID-19 pandemic in Thailand. Sustainability, 13(8), 4088.
Cho, M., Bonn, M. A., & Li, J. J. (2019). Differences in perceptions about food delivery apps between single-person and multi-person households. International Journal of Hospitality Management, 77(January), 108-116.
Djakasaputra, A., Wijaya, O., Utama, A., Yohana, C., Romadhoni, B., & Fahlevi, M. (2021). Empirical study of Indonesian SMEs sales performance in digital era: The role of quality service and digital marketing. International Journal of Data and Network Science, 5(3), 303-310.
Gu, W., Bao, P., & Lee, J. H. (2019). A study on the continuance intention of O2O fresh agricultural products e-commerce. The Journal of Industrial Distribution & Business, 10(10), 35-44.
Gunden, N., Morosan, C., & DeFranco, A. (2020). Consumers’ intentions to use online food delivery systems in the USA. International Journal of Contemporary Hospitality Management, 32(3), 1325-1345.
Gupta, V., & Duggal, S. (2020). How the consumer’s attitude and behavioural intentions are influenced: A case of online food delivery applications in India. International Journal of Culture, Tourism and Hospitality Research, 6(10), 1-17.
Habib, A., Irfan, M., & Shahzad, M. (2022). Modeling the enablers of online consumer engagement and platform preference in online food delivery platforms during COVID-19. Future Business Journal, 8(1), 1-18.
Hakim, M. P., Libera, V. M. D., Zanetta, L. D. A., Nascimento, L. G. P., & da Cunha, D. T. (2022). What is a dark kitchen? A study of consumer's perceptions of deliver-only restaurants using food delivery apps in Brazil. Food Research International, 15(1), 77-93.
Hong, C., Choi, H. H., Choi, E. K. C., & Joung, H. W. D. (2021). Factors affecting customer intention to use online food delivery services before and during the COVID-19 pandemic. Journal of Hospitality and Tourism Management, 48(September), 509-518.
Horta, P. M., Souza, J. D. P. M., Rocha, L. L., & Mendes, L. L. (2021). Digital food environment of a Brazilian metropolis: food availability and marketing strategies used by delivery apps. Public Health Nutrition, 24(3), 544-548.
Hwang, J., Kim, H., & Kim, W. (2019). Investigating motivated consumer innovativeness in the context of drone food delivery services. Journal of Hospitality and Tourism Management, 38(March), 102-110.
Hwang, J., Lee, J. S., Kim, J. J., & Sial, M. S. (2021). Application of internal environmental locus of control to the context of eco-friendly drone food delivery services. Journal of Sustainable Tourism, 29(7), 1098-1116.
Kaur, P., Dhir, A., Ray, A., Bala, P. K., & Khalil, A. (2020). Innovation resistance theory perspective on the use of food delivery applications. Journal of Enterprise Information Management, 34(6), 1-23.
Kaur, P., Dhir, A., Talwar, S., & Ghuman, K. (2021). The value proposition of food delivery apps from the perspective of theory of consumption value. International Journal of Contemporary Hospitality Management, 33(4), 1129-1159.
Kim, J. H., & Kang, E. (2022). The Role of Wearable Devices for the Success of the Healthcare Business: Verification from PRISMA Approach. Journal of Economics Marketing, and Management, 10(4), 13-24
Kumar, S., & Shah, A. (2021). Revisiting food delivery apps during COVID-19 pandemic? Investigating the role of emotions. Journal of Retailing and Consumer Services, 62(September), 1-15.
Lee, S. W., Sung, H. J., & Jeon, H. M. (2019). Determinants of continuous intention on food delivery apps: extending UTAUT2 with information quality. Sustainability, 11(11), 3141.
Martínez-López, F. J., & D'Alessandro, S. (2020). Advances in digital marketing and eCommerce. New York, NY: Springer.
Mehrolia, S., Alagarsamy, S., & Solaikutty, V. M. (2021). Customers response to online food delivery services during COVID‐19 outbreak using binary logistic regression. International Journal of Consumer Studies, 45(3), 396-408.
Muangmee, C., Kot, S., Meekaewkunchorn, N., Kassakorn, N., & Khalid, B. (2021). Factors determining the behavioral intention of using food delivery apps during COVID-19 pandemics. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1297-1310.
Nguyen, M. T. T., Emberger-Klein, A., & Menrad, K. (2019). A systematic review on the effects of personalized price promotions for food products. Journal of Food Products Marketing, 25(3), 257-275.
Park, M. J., & Lee, J. K. (2021). Investigation of college students' intention to accept online education services: An application of the UTAUT model in Korea. The Journal of Asian Finance, Economics and Business, 8(6), 327-336.
Pillai, S. G., Kim, W. G., Haldorai, K., & Kim, H. S. (2022). Online food delivery services and consumers' purchase intention: Integration of theory of planned behavior, theory of perceived risk, and the elaboration likelihood model. International Journal of Hospitality Management, 105(August), 1-18.
Ray, A., Dhir, A., Bala, P. K., & Kaur, P. (2019). Why do people use food delivery apps (FDA)? A uses and gratification theory perspective. Journal of Retailing and Consumer Services, 51(November), 221-230.
Casidy, R., & Wymer, W. (2016). A risk worth taking: Perceived risk as moderator of satisfaction, loyalty, and willingness-to-pay premium price. Journal of Retailing and Consumer Services, 32(September), 189-197.
Sharma, R., Dhir, A., Talwar, S., & Kaur, P. (2021). Over-ordering and food waste: The use of food delivery apps during a pandemic. International Journal of Hospitality Management, 96(July), 1-18.
Shah, A. M., Yan, X., & Qayyum, A. (2021). Adoption of mobile food ordering apps for O2O food delivery services during the COVID-19 outbreak. British Food Journal, 33(2), 18-34.
Sim, J., Mak, B., & Jones, D. (2006). A model of customer satisfaction and retention for hotels. Journal of Quality Assurance in Hospitality & Tourism, 7(3), 1-23.
Suhartanto, D., Helmi Ali, M., Tan, K. H., Sjahroeddin, F., & Kusdibyo, L. (2019). Loyalty toward online food delivery service: the role of e-service quality and food quality. Journal of Foodservice Business Research, 22(1), 81-97.
Su, D. N., Nguyen, N. A. N., Nguyen, L. N. T., Luu, T. T., & Nguyen-Phuoc, D. Q. (2022). Modeling consumers’ trust in mobile food delivery apps: perspectives of technology acceptance model, mobile service quality and personalization-privacy theory. Journal of Hospitality Marketing & Management, 31(5), 1-35.
Suk, J., Yang, Y. J., Jeong, Y. J., Xiang, M., & Kim, K. O. (2020). Consumer experience of a disruptive technology: An O2O food delivery app case. In International Conference on Intelligent Human Systems Integration (pp. 1171-1177). Cham, Switzerland: Springer Cham.
Trabucchi, D., & Buganza, T. (2020). Fostering digital platform innovation: From two to multi‐sided platforms. Creativity and Innovation Management, 29(2), 345-358.
Troise, C., O'Driscoll, A., Tani, M., & Prisco, A. (2020). Online food delivery services and behavioural intention–a test of an integrated TAM and TPB framework. British Food Journal, 44(2), 1-20.
Veen, A., Barratt, T., & Goods, C. (2020). Platform-capital’s ‘app-etite’for control: A labour process analysis of food-delivery work in Australia. Work, Employment and Society, 34(3), 388-406.
Verma, P. (2020). The effect of presentation, product availability and ease upon transaction reliability for online food delivery aggregator applications–moderated mediated model. Journal of Foodservice Business Research, 23(4), 285-304.
Wang, O. (2020). Consumer adoption of online-to-offline food delivery services: A conceptual model. In Advances in Digital Marketing and eCommerce (pp. 99-105). Cham, Switzerland: Springer Cham.
Wen, H., Pookulangara, S., & Josiam, B. M. (2021). A comprehensive examination of consumers' intentions to use food delivery apps. British Food Journal, 124(5), 1737-1754.
Widyatama, G. W., Chelliah, S., Kai, Y., Yingxing, Y., Tien, Y. C., Mey, W. C., & Sin, L. G. (2020). Grab marketing strategy, research & development. International Journal of Tourism and Hospitality in Asia Pasific, 3(2), 97-104.
Xu, X., & Huang, Y. (2019). Restaurant information cues, diners’ expectations, and need for cognition: Experimental studies of online-to-offline mobile food ordering. Journal of Retailing and Consumer Services, 51(November), 231-241.
Yeo, V. C. S., Goh, S. K., & Rezaei, S. (2017). Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services. Journal of Retailing and Consumer services, 35(March), 150-162.
Yoo, Y. H., & Park, H. S. (2019). A Study on User's Acceptance of Blockchain-based Copyright Distribution Platforms and Its Usage. The Journal of Industrial Distribution & Business, 10(3), 59-72.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations