Investigating customer behavior toward branded food-delivery apps

Moderating role of habit

Bibliographic Data

ID21294879
AuthorsZohra Ghali (0000-0002-7926-9445, Saudi Electronic University), Karim Garrouch (0000-0001-6294-3109, Saudi Electronic University), Raouf Ahmad Rather (0000-0002-9242-1165, IRC for Finance and Digital Economy, KFUPM Business School, King Fahd University of Petroleum and Minerals , ,)
Year2025
Volume127
Issue12
Pages4189-4209
Publication date2025-11-18
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueBritish Food Journal (JOURNAL)
Journal identifiersISSN: 0007-070X • E-ISSN: 1758-4108
PublisherEmerald (PUBLISHER)
DOI10.1108/bfj-01-2025-0116
OpenAlexW4414119990
LanguageEN
References cited46

Purpose This study examines how performance and effort expectancies affect perceived values of food delivery apps’ brands and, consequently, customer loyalty while investigating the moderating role of habit. Design/methodology/approach A web survey was conducted to gather data from 325 Saudi participants, which was analyzed using structural equation modeling. Findings The findings showed that performance expectancy significantly influences all three perceived values (social, emotional and price), while effort expectancy significantly affects only the emotional value. Both price and emotional values significantly influence attitudinal loyalty, which, in turn, leads to behavioral loyalty. Additionally, habits significantly moderate the relationship between performance expectancy, effort expectancy and perceived values as well as the relationship between price value and attitudinal loyalty. Practical implications Developing a marketing strategy that distinguishes a food delivery application brand through unique perceived values that promote user loyalty is a potentially effective way to strengthen its competitive advantage. Additionally, segmenting the market based on user habits can significantly enhance the customization of offers. Originality/value This study contributes to the literature by re-specifying the prior technology adoption, acceptance and use perspectives while examining the perceived values of food delivery application brands as dependent variables and habit as a moderating variable

Affect (linguistics) · Brand Loyalty · Consumer behaviour · Expectancy theory · Habit · Loyalty · Loyalty business model · Personalization · Consumer Retail Behavior Studies · Digital Marketing and Social Media · Technology Adoption and User Behaviour

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