Customer Engagement in Online Food Delivery
Ratnawati A., Ratnasari S.W.
Abstract
More and more customers prefer to purchase food via Online Food Delivery (OFD) service as they consider it more convenient, simple, and easy. This study aims to investigate and examine the role of Customer Engagement (CE) in mediating the effects of Consumer Satisfaction (CS) and Consumer Trust (CT) on Repurchase Intention (RI) of OFD services. A total of 237 consumers are selected as respondents. To examine the regression relationships of the four constructs, this study uses PLS-SEM. The findings show that CS is proven to have an effect on CE, trust and RI. Trust has no effect on CE but has an effect on RI, while CE has an effect on RI. Furthermore, CE is proven to be able to mediate the effect of CS on RI, but CE is unable to mediate the effect of Trust on RI. Trust is unable to mediate the effect of CS on CE, but trust can mediate the effect of CS on RI.
No Title
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