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- Title
Antecedents and Consequences of Customer Engagement: A Study of Users of Online Food Delivery Applications.
- Authors
Girija, Smitha; Sharma, Devika Rani
- Abstract
India witnessed a huge growth in the foodtech industry during the last few years and so is the time spend by Indians in exploring and ordering food online. The study examines various factors that influence engagement of users of food delivery mobile applications and whether this engagement can lead to repeat purchase behavior. The study attempts to enhance the understanding of customer engagement by empirically testing a framework which identifies cultural factors as an antecedent in addition to technological, monetary and psychological factors. The study attempts to fill the gap in the existing literature which hitherto focused only on the psychological, cognitive or behavioral perspective of customer engagement. The study was conducted in India from a sample of users of online food delivery apps. The data was analyzed using AMOS-SEM (Structural Equation Modeling). The outcome of the analysis suggests that, technology factors, monetary factors, psychology factors and cultural factors as antecedents are found to have significant positive impact on customer engagement and repeat purchase behaviour as its consequence was also found to be significant.
- Subjects
INDIA; LOCAL delivery services; CUSTOMER relations; CONSUMER behavior; STRUCTURAL equation modeling; SOCIOCULTURAL factors; PSYCHOLOGICAL factors
- Publication
South Asian Journal of Management, 2020, Vol 27, Issue 4, p74
- ISSN
0971-5428
- Publication type
Article