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Factors Affecting Customer Satisfaction and Loyalty in Online Food Delivery Service during the COVID-19 Pandemic: Its Relation with Open Innovation

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School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines
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Department of International Business Engineering, Petra Christian University, Siwalankerto No.121-131, Surabaya 60236, Indonesia
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Department of Business Management, Institut Teknologi Sepuluh November, Kampus ITS Sukolilo, Surabaya 60111, Indonesia
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Industrial Engineering Department, Bina Nusantara University, Jakarta 11480, Indonesia
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Author to whom correspondence should be addressed.
J. Open Innov. Technol. Mark. Complex. 2021, 7(1), 76; https://doi.org/10.3390/joitmc7010076
Received: 18 January 2021 / Revised: 22 February 2021 / Accepted: 23 February 2021 / Published: 26 February 2021
Online food delivery service (OFDS) has been widely utilized during the new normal of the COVID-19 pandemic, especially in a developing country such as Indonesia. The purpose of this study was to determine factors influencing customer satisfaction and loyalty in OFDS during the new normal of the COVID-19 pandemic in Indonesia by utilizing the extended theory of planned behavior (TPB) approach. A total of 253 respondents voluntarily participated and answered 65 questions. Structural equation modeling (SEM) indicated that hedonic motivation (HM) was found to have the highest effect on customer satisfaction, followed by price (P), information quality (IQ), and promotion (PRO). Interestingly, this study found out that usability factors, such as navigational design (ND) and perceived ease of use (PEOU) were not significant to customer satisfaction and loyalty in OFDS during the new normal of COVID-19. This study can be the theoretical foundation that could be very beneficial for OFDS investors, IT engineers, and even academicians. Finally, this study can be applied and extended to determine factors influencing customer satisfaction and loyalty in OFDS during the new normal of COVID-19 in other countries. View Full-Text
Keywords: online food delivery; customer satisfaction; new normal; COVID-19; theory of planned behavior online food delivery; customer satisfaction; new normal; COVID-19; theory of planned behavior
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MDPI and ACS Style

Prasetyo, Y.T.; Tanto, H.; Mariyanto, M.; Hanjaya, C.; Young, M.N.; Persada, S.F.; Miraja, B.A.; Redi, A.A.N.P. Factors Affecting Customer Satisfaction and Loyalty in Online Food Delivery Service during the COVID-19 Pandemic: Its Relation with Open Innovation. J. Open Innov. Technol. Mark. Complex. 2021, 7, 76. https://doi.org/10.3390/joitmc7010076

AMA Style

Prasetyo YT, Tanto H, Mariyanto M, Hanjaya C, Young MN, Persada SF, Miraja BA, Redi AANP. Factors Affecting Customer Satisfaction and Loyalty in Online Food Delivery Service during the COVID-19 Pandemic: Its Relation with Open Innovation. Journal of Open Innovation: Technology, Market, and Complexity. 2021; 7(1):76. https://doi.org/10.3390/joitmc7010076

Chicago/Turabian Style

Prasetyo, Yogi T., Hans Tanto, Martinus Mariyanto, Christopher Hanjaya, Michael N. Young, Satria F. Persada, Bobby A. Miraja, and Anak A.N.P. Redi 2021. "Factors Affecting Customer Satisfaction and Loyalty in Online Food Delivery Service during the COVID-19 Pandemic: Its Relation with Open Innovation" Journal of Open Innovation: Technology, Market, and Complexity 7, no. 1: 76. https://doi.org/10.3390/joitmc7010076

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