Determinants of satisfaction with online food delivery providers and their impact on restaurant brands

Abstract

Purpose This paper aims to analyze the spillover effects between online food delivery providers’ (OFDs) performance and restaurant brands. It proposed a model of three determinants for e-satisfaction with OFDs and related these variables to restaurants’ brand satisfaction, image and loyalty. Design/methodology/approach A survey was designed, and 332 responses from delivery apps users in Ecuador were collected. A partial least squares structural equations model was applied. Findings The three proposed determinants of OFD satisfaction were significant: e-service quality, personal aspects of delivery workers and perceived food quality. Regarding the spillover effects, e-service quality and personal aspects had an influence on perceived food quality, mediating a chain of effects on restaurants’ brand satisfaction, image and loyalty. Research limitations/implications Data were collected before COVID-19. Further studies will need to be undertaken in the context of the COVID-19 pandemic because minimal contact between delivery workers and customers is expected. In addition, food quality perceptions may include new concerns about biosafety norms. Practical implications Practices aiming to improve the service experience with OFDs are suggested, including proper training, supervision and improvement of delivery workers’ conditions. On the other hand, because restaurants do not control OFD’s performance, their contractual agreements should focus on avoiding service failures that erode restaurants’ brand equity. Originality/value This paper fulfills the need to study the spillover effects in the context of the collaborative economy, where delivery companies, delivery workers and restaurants work together to provide a service, and the performance of one of the parties impacts the consumers’ perceptions of the other party.