Unraveling customer repurchase intention in OFDL context: An investigation using a hybrid technique of SEM and fsQCA

Nikhil Dogra, Mohd Adil, Mohd Sadiq, Ganesh Dash and Justin Paul

Journal of Retailing and Consumer Services, 2023, vol. 72, issue C

Abstract: This research proposes a conceptual model based on the stimulus-organism-response (S–O-R) theoretical framework which links perceived website/app quality and image (stimuli) to satisfaction and trust (organism) which in turn influence customer repurchase intention (response). The data was collected from 680 consumers via Amazon MTurk. Following Covariance based Structural Equation Modeling (CB-SEM) analysis to validate the proposed model, fuzzy set/Qualitative Comparative Analysis (fsQCA) technique was also performed. According to the findings, perceived website/app quality has a direct impact on both satisfaction and trust in online food delivery services. Additionally, customer familiarity moderates the relationship between website/app quality and repurchase intention. Next, customer reviews moderate the association between repurchase intention and trust. Holistically, this study offers significant implications for academicians, managers and policymakers. Academically, this study contributes to online food delivery literature. Practically, the results provide guidelines to marketers, managers and policymakers interested in devising marketing strategies to promote customer's repurchase intention in online food delivery context.

Keywords: Website quality; Trust; Repurchase intention; Online food delivery; Customer review; Customer familiarity; fsQCA; CB-SEM (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:72:y:2023:i:c:s0969698923000280

DOI: 10.1016/j.jretconser.2023.103281

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