Building e-Loyalty towards Online Food Delivery Apps: A Serial-Mediation Model

This study analysed the mechanism to generate e-loyalty among customers through e-service quality regarding OFD (OFD) apps. It examined indirect influence of on mediation e-trust and e-satisfaction customers. The serial approach was used test proposed model study. Data obtained a self-administered structured questionnaire filled by 261 respondents from north India. hypotheses were tested applying variance-based partial least squares in software SmartPLS 3. All results found be statistically significant, all accepted. revealed that positively contributed building Furthermore, effect suggested strengthened relationship between customers’ therefore, restaurants using apps should try provide best online services build trust along with satisfaction their increase loyalty platforms. Theoretical implications for scholars practical marketer are discussed.