 To praise or not to praise- Role of word of mouth in food delivery appsManoj Das and Mahesh Ramalingam Journal of Retailing and Consumer Services, 2023, vol. 74, issue C Abstract: This study examined the determinants of word of mouth, using the dual-factor theory in the context of food delivery apps (FDA) during the ongoing Covid-19 pandemic, which has created unique challenges and opportunities for the hospitality industry. We proposed and tested an integrated model by examining both enablers (i.e., trust, perceived benefit, quality control) and inhibitors (i.e., advertisement overload, perceived threat, quality issues) of FDA usage as antecedents of positive word of mouth (PWOM) and negative word of mouth (NWOM). Our results revealed that trust and perceived benefit drive PWOM, while advertisement overload and quality issues lead to NWOM. We also found some counterintuitive and unique results; for instance, perceived benefit leads to NWOM, the perceived threat does not result in NWOM, and quality control does not necessarily result in PWOM. Through these findings, we provide empirical evidence and recommend managerial interventions to help restaurant owners and FDAs navigate crises like the ongoing pandemic. Keywords: Dual factor theory; WOM; Food delivery apps; Trust; Perceived benefit; Advertisement overload; Quality issues; Technology (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:74:y:2023:i:c:s0969698923001558 DOI: 10.1016/j.jretconser.2023.103408 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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