A STUDY ON E-SERVICESCAPE DIMENSION ON ONLINE FOOD DELIVERY SERVICE AND PURCHASE INTENTION.

Abstract

The area of delivery app servicescape encompasses both social and physical elements. Both aspects have been independently researched, which is surprising. Through the mediating and moderating impacts of imagined crowding and customer satisfaction, this study aims to analyze the overall effects of servicescape on consumer behavior in a full service situation (Chennai). The current retail literature does not adequately depict online food delivery services (OFDSs). In order to close this gap, this study evaluates how service quality affects customer loyalty, contentment, and propensity to use meal delivery services. This research seeks to fill this void by evaluating how service quality affects consumer satisfaction, loyalty, and the intention to use food delivery services. In particular, we explored whether customers had greater loyalty towards restaurants or online food delivery services (OFDSs). This indicates that marketers and professionals should concentrate on the remaining four SERVQUAL dimensions (tangibles, reliability, assurance, and empathy) to enhance consumer loyalty and satisfaction, which can subsequently result in a higher likelihood of reusing the service (repeat patronage). Our findings provide important insights for marketers utilizing the SERVQUAL dimensions in the realm of online food delivery services.