Factors Affecting Customer Satisfaction and Loyalty in Online Food Delivery Service during the COVID-19 Pandemic: Its Relation with Open Innovation

Yogi  Tri Prasetyo; Hans Tanto; Martinus Mariyanto; Christopher Hanjaya; Michael  Nayat Young; Satria  Fadil Persada; Bobby  Ardiansyah Miraja; Anak  Agung Ngurah Perwira Redi

doi:10.3390/joitmc7010076

Journal of Open Innovation: Technology, Market and Complexity (Feb 2021)

Factors Affecting Customer Satisfaction and Loyalty in Online Food Delivery Service during the COVID-19 Pandemic: Its Relation with Open Innovation

Yogi Tri Prasetyo,
Hans Tanto,
Martinus Mariyanto,
Christopher Hanjaya,
Michael Nayat Young,
Satria Fadil Persada,
Bobby Ardiansyah Miraja,
Anak Agung Ngurah Perwira Redi

Affiliations

Yogi Tri Prasetyo: School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines
Hans Tanto: Department of International Business Engineering, Petra Christian University, Siwalankerto No.121-131, Surabaya 60236, Indonesia
Martinus Mariyanto: Department of International Business Engineering, Petra Christian University, Siwalankerto No.121-131, Surabaya 60236, Indonesia
Christopher Hanjaya: Department of International Business Engineering, Petra Christian University, Siwalankerto No.121-131, Surabaya 60236, Indonesia
Michael Nayat Young: School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines
Satria Fadil Persada: Department of Business Management, Institut Teknologi Sepuluh November, Kampus ITS Sukolilo, Surabaya 60111, Indonesia
Bobby Ardiansyah Miraja: Department of Business Management, Institut Teknologi Sepuluh November, Kampus ITS Sukolilo, Surabaya 60111, Indonesia
Anak Agung Ngurah Perwira Redi: Industrial Engineering Department, BINUS Graduate Program—Master of Industrial Engineering, Bina Nusantara University, Jakarta 11480, Indonesia

DOI: https://doi.org/10.3390/joitmc7010076
Journal volume & issue: Vol. 7, no. 76
p. 76

Abstract

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Online food delivery service (OFDS) has been widely utilized during the new normal of the COVID-19 pandemic, especially in a developing country such as Indonesia. The purpose of this study was to determine factors influencing customer satisfaction and loyalty in OFDS during the new normal of the COVID-19 pandemic in Indonesia by utilizing the extended theory of planned behavior (TPB) approach. A total of 253 respondents voluntarily participated and answered 65 questions. Structural equation modeling (SEM) indicated that hedonic motivation (HM) was found to have the highest effect on customer satisfaction, followed by price (P), information quality (IQ), and promotion (PRO). Interestingly, this study found out that usability factors, such as navigational design (ND) and perceived ease of use (PEOU) were not significant to customer satisfaction and loyalty in OFDS during the new normal of COVID-19. This study can be the theoretical foundation that could be very beneficial for OFDS investors, IT engineers, and even academicians. Finally, this study can be applied and extended to determine factors influencing customer satisfaction and loyalty in OFDS during the new normal of COVID-19 in other countries.

Published in Journal of Open Innovation: Technology, Market and Complexity

ISSN: 2199-8531 (Online)
Publisher: Elsevier
Country of publisher: United Kingdom
LCC subjects: Social Sciences: Industries. Land use. Labor: Management. Industrial management; Social Sciences: Commerce: Business
Website: https://www.sciencedirect.com/journal/journal-of-open-innovation-technology-market-and-complexity

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