Service quality of online food delivery mobile application: an examination of the spillover effects of mobile app satisfaction

Purpose: Drawing on the mSERVQUAL model and spillover theory, this study aims to examine the mechanism through which food-ordering mobile app service quality influences users’ mobile app satisfaction, food satisfaction and repurchase intentions. Design/methodology/approach: Online surveys were completed by 1,000 customers who used a food-ordering mobile app to order fast food on the day they completed the online survey. Structural equation modelling was then used to examine the proposed mechanism. Findings: Results showed that the effects of food-ordering mobile app service quality on customer satisfaction (i.e. mobile app satisfaction and food satisfaction) and repurchase intention varied widely across service quality dimensions. Mobile app service quality had significant spillover effects on food satisfaction and repurchase intention. Practical implications: Online food-delivery platforms should find the results insightful to better design their food-ordering mobile app. The findings can also assist restaurateurs and mobile payment companies with supporting the whole online food delivery process. Originality/value: Rather than examining online food delivery service quality based on the service delivery process in the during-consumption stage or the service outcomes in the post-consumption stage, this study focused on the service quality in the pre-consumption stage to highlight the important role of online food delivery mobile apps. From a longitudinal perspective, this study drew on the associate network theory to explain the spillover effect of mobile app satisfaction in the pre-consumption stage on food satisfaction in the during-consumption stage and repurchase intention in the post-consumption stage.