Beyond convenience: understanding the nexus of food biosafety, service quality, and brand image in online food delivery services

ABSTRACT

This study aims to present an integrative model assessing the impact of Food Biosafety Measures (FBM), e-Service Quality (e-SQ), and Product Quality (PQ) on Online Food Delivery Service (OFDS) brand image, e-consumer satisfaction (e-CS), and e-loyalty (e-LO), grounded in Expectation-Disconfirmation Theory (EDT). Employing a cross-sectional survey design, the study analyzed responses from 911 users in Bogotá and Medellín through structural equation modeling (PLS-SEM). A multigroup analysis assessed differences across these two cities. The study found that FBM significantly enhances e-CS but does not directly impact brand image, suggesting other factors, such as e-SQ and PQ, play essential roles. E-SQ and PQ robustly influence brand image, which modestly affects both e-CS and e-LO. The study confirms that e-CS significantly fosters e-LO, with FBM indirectly influencing e-LO via e-CS. For OFDS managers and policymakers, emphasizing food biosecurity, service, and product quality is vital for enhancing consumer satisfaction and fostering loyalty. Geographical nuances revealed through multigroup analysis indicate the importance of region-specific strategies for service quality and market expansion. This research fills a gap in the OFDS literature by empirically validating non-food quality attributes in generating e-CS and, indirectly, e-LO. It highlights the complexity of brand image construction and provides a framework for OFDS brands to augment consumer satisfaction and loyalty in a dynamically evolving sector.

KEYWORDS:

• E-service quality
• product quality
• brand image
• e-consumer satisfaction
• e-loyalty
• food biosafety measures

Acknowledgements

The authors thank researchers Dr. Nelson Carrión-Bósquez (Departamento de Administración, Facultad de Economía y Administración, Universidad Católica del Norte, Antofagasta, Chile); Dr. Juan Cardona-Prada (Colegio de Estudios Superiores de Administración, Colombia), and Eduardo Pardo (CENTRUM Catolica Graduate Business School, Lima) for their constructive contributions to enable the development of this study.

Disclosure statement

No potential conflict of interest was reported by the author(s).