What drive customers' behavior in drive-through: the mediating role of trust

Célestin Elock Son (), Georges Bidi () and Salomée Ruel
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Célestin Elock Son: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine, IUT Moselle Est - UL - Université de Lorraine
Georges Bidi: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine, IUT Moselle Est - UL - Université de Lorraine

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Abstract: This study aims to identify the key variables of the drive-through (DT) service likely to contribute to customer satisfaction and increase purchase frequency to favour its adoption. Its particularity is to attempt to measure the mediating role of DT user trust as well as the moderating role of waiting time and COVID-19 in the adoption of this channel. The research adopt a quantitative methodology to test the model based on a data collected by questionnaire on DT in France. The results show that service variables such as the DT professionalism, reputation and assortment significantly influence the behavior of DT users. Similarly, trust plays a partial mediation in the relationship between the above-mentioned variables and user behavior (purchase frequency and satisfaction). Finally, professionalism, reputation, assortment and trust have a significant impact on satisfaction, which in turn significantly influence the frequency of DT purchases. The effects of Covid-19 are not significant, which is an unexpected result.

Date: 2025-02-21
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Published in ICSCM, HOSEI University, Feb 2025, Tokyo (JP), Japan

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04964310

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