Impact of marketing mix elements on the brand equity of online food delivery services: an emerging economy perspective

Abstract

The online food delivery (OFD) industry has experienced significant growth and transformation, enabling businesses to operate in a dual-channel manner and diversify their revenue sources. The paper aims to investigate the impact of service marketing mixes on brand equity of Online Food Delivery Applications in an emerging economy, Bangladesh. Through the application of the positivist research philosophy, the study employs regression analysis to ascertain the influence of the 7 Ps of the service marketing mix on brand equity. The results empirically demonstrate the important contribution of the three 3 Ps to brand equity. Place, Promotion and Physical evidence have been found to significantly impact the brand equity of OFD platforms. The influences of other predictors (product, price, people and process) are weak and are not making a significant contribution to the prediction of brand loyalty towards online food delivery service. By fully embracing the potential of the services marketing mix, managers and enterprises can maximize the advantages offered by this expanding industry, foster a competitive advantage, and contribute to the development of a sustainable OFD market, which in turn benefits the broader business, society, and economy. This study is one of the first studies measuring the impact of service marketing mixes on brand equity in the growing food delivery marketplace.

Keywords

• Online food delivery applications
• service marketing mix
• place
• promotion
• physical evidence
• brand equity