Understanding user behaviors toward food delivery app services: the moderating effects of generation and usage frequency

Purpose This paper investigates the influence of e-service quality (process and user experience) and price fairness on customer satisfaction, which, as a consequence, affects brand love toward Food Delivery App (FDA) services. More importantly, it examines the moderating roles of generation (Gen Y vs Gen Z) and usage frequency (low vs high) in affecting user behaviors. Design/methodology/approach Data were collected from 354 food delivery app users (Gen Y and Z) in Bangladesh through structured questionnaire and analyzed with PLS-SEM. Findings The findings show that, apart from reliability, all the dimensions of service quality influence app users’ satisfaction, which, in turn, enhances their brand love. Furthermore, the outcome reveals that the impact of customer satisfaction on brand love is stronger among Gen Y compared to Gen Z. Finally, the outcomes suggest that as users use the FDA services more frequently, the relationship between customer satisfaction and brand love weakens. Practical implications The study outcomes facilitate the FDA service providers and restaurant operators to focus on the quality and price of services to ensure the satisfaction and brand love of Gen Y and Gen Z. Separate policies must be taken for Gen Y and Gen Z to manage their brand love towards FDA services. Originality/value Grounded on the S-O-R paradigm and the Generational Cohort theory, this study expands the knowledge horizon of FDA services by focusing the behavior of Gen Y and Gen Z. More specifically, investigating how the impact of user satisfaction on brand love towards FDA services changes across generations and usage frequency are the novel contributions of this study.