What drives product involvement and satisfaction with OFDs amid COVID-19?

Manoj Das and Mahesh Ramalingam

Journal of Retailing and Consumer Services, 2022, vol. 68, issue C

Abstract: Online food delivery services (OFDs) have gained the attention of researchers due to the rapid growth of society. With COVID-19 wreaking havoc on markets worldwide, it compelled retailers and service providers to adjust their way of doing business drastically. OFD's emerged as an option either due to consumers' inability to cook, fear of exposure to Covid if they leave the house, monotony of eating home-cooked meals, and safety measures practiced by them. Hence, during this pandemic, the OFDs created a win-win situation for restaurant owners and consumers. However, the current literature does not clearly picture the factors influencing customers' behavioural intentions while using hospitality services in the wake of the COVID-19 pandemic. The primary objective of our study is to understand the factors influencing customer satisfaction during the pandemic. In addition, explore the mediating role of consumer resilience and consumer attitude to strengthen the relationship between product involvement and customer satisfaction in the OFDs context. We have used the social cognitive theory as the theoretical framework for framing our hypotheses. The present study focuses on Indian consumers who have used OFDs during the pandemic. We employed a cross-sectional survey method to test the proposed research model. Two hundred forty valid questionnaires were collected to empirically test the research model using tools like confirmatory factor analysis (CFA) using AMOS-28, direct and indirect relationships were tested using SPSS PROCESS macro. The results indicate that all the proposed hypotheses were supported. Theoretical and Practical implications of the study along with limitations are discussed.

Keywords: Online food delivery (OFD); COVID-19; Customer satisfaction; Product involvement; Consumer resilience; Attitude (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:68:y:2022:i:c:s0969698922001564

DOI: 10.1016/j.jretconser.2022.103063

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