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引用次数: 0
摘要
目的在送餐服务提供商之间激烈竞争的背景下,本研究探讨了顾客使用移动应用程序的行为。具体来说,本研究基于 "推-拉-移动 "框架,旨在确定在送餐服务中影响顾客转换意向的关键因素。推力因素被假定为驱使顾客因不满意而离开现有的服务提供商,而拉力因素则通过提供更高水平的享受、实用性和/或信息性来引诱顾客转向其他提供商,而停泊因素(即情感承诺和感知群)则有助于做出这些转换决定。设计/方法/方法使用 SmartPLS 进行部分最小二乘结构方程建模,因为它适用于预测模型,并使用基于方差的方法对测量模型进行严格评估。数据通过在线调查收集。调查结果表明,推动因素(对现有 FDA 的不满)和停泊因素(感知到的群居性)是客户风险感知的重要决定因素,它们会促使客户做出转用其他 FDA 的决定。然而,有用性、享受性和信息质量等拉动因素并没有对转换行为产生重大影响。 原创性/价值现在,许多食品配送服务提供商都使用移动应用技术来提供服务。这些公司可以利用本研究中发现的影响客户转换意向的因素,通过在移动环境中管理不满意的客户来控制客户的流失行为。
Understanding food delivery service customers’ switching behavior
Purpose
Prompted by intense competition among providers of food delivery services, this study examines the behavior of customers using mobile applications. Specifically, based on a push-pull-mooring framework, this study aims to identify the key factors affecting customers’ switching intentions in the food delivery context. A push factor is assumed to drive customers away from an existing service provider due to dissatisfaction, while a pull element lures them to an alternative provider by supplying enhanced levels of enjoyment, usefulness and/or informativeness and mooring factors (i.e. affective commitment and perceived herd) help make these switching decisions.
Design/methodology/approach
Partial least squares structural equation modeling with SmartPLS was used because it is suited to predictive models and produces stringent assessments of measurement models using a variance-based approach. Data was collected through an online survey. Participants were 350 food delivery application (FDA) customers in the USA.
Findings
The results highlight the importance of a push factor (dissatisfaction with the present FDA) and a mooring factor (perceived herd) as determinants of customers’ perceptions of risk that can induce a decision to switch to another FDA. However, the pull factors of usefulness, enjoyment and information quality did not significantly influence switching behavior.
Originality/value
Many food delivery service providers now use mobile application technologies to provide their services. Such companies can use the factors that influence customer switching intentions identified in this study to control customers’ churn behavior by managing dissatisfied customers in the mobile context.
期刊介绍:
The Journal of Hospitality and Tourism Technology is the only journal dedicated solely for research in technology and e-business in tourism and hospitality. It is a bridge between academia and industry through the intellectual exchange of ideas, trends and paradigmatic changes in the fields of hospitality, IT and e-business. It covers: -E-Marketplaces, electronic distribution channels, or e-Intermediaries -Internet or e-commerce business models -Self service technologies -E-Procurement -Social dynamics of e-communication -Relationship Development and Retention -E-governance -Security of transactions -Mobile/Wireless technologies in commerce -IT control and preparation for disaster -Virtual reality applications -Word of Mouth. -Cross-Cultural differences in IT use -GPS and Location-based services -Biometric applications -Business intelligence visualization -Radio Frequency Identification applications -Service-Oriented Architecture of business systems -Technology in New Product Development