How does quality of mobile food delivery services influence customer loyalty? Gronroos’s service quality perspective

Purpose The aims of this study are twofold: to examine mobile food delivery service (MFDS) from the perspectives of functional and technical quality, and to empirically evaluate the influences of functional and technical quality on customer loyalty toward MFDS. Design/methodology/approach A conceptual framework of customer loyalty toward MFDSs was developed based on Gronroos’s service quality model. By using the PLS-SEM approach, the proposed model was empirically tested with a sample of 494 MFDS users through a survey via online social groups of food delivery service review. Findings The study validated the multi-dimensionality of MFDS functional quality including six dimensions (e.g. ease of use, app design, responsiveness, privacy and security, information quality, and personalization) and MFDS technical quality including two dimensions (e.g. safety and quality of delivered food, and quality of delivery service). The results indicated a significant direct link between functional quality and loyalty toward MFDS, while the effect of technical quality on loyalty was not found. Both functional quality and technical quality of MFDS demonstrated positive associations with customer perceived value of MFDS, which had a positive linkage with customer loyalty toward MFDS. Research limitations/implications The findings of the study advances Gronroos’ (1990) service quality perspective to m-commerce contexts, therefore and also offers MFDS providers effective strategies to launch a successful food delivery service. Originality/value The current study provides a first theoretical perspective on mobile service quality based on Gronroos’s model, which has not yet been examined. This study broadens the understanding of the loyalty toward a mobile-based service, particularly MFDS from the influences of two perspectives of service quality, namely, functional and technical quality.