Consumer Perceptions of Online Food Delivery Services: Examining the Impact of Food Biosafety Measures and Brand Image

Abstract

This study aimed to examine the impact of food biosafety measures, e-service quality, and product quality on the satisfaction of e-consumers who use food delivery services, as well as to investigate whether brand image moderates the relationship between e-consumer satisfaction and e-loyalty. The sample comprised 1709 Colombian consumers who use food delivery services at home or work. The study found that food biosafety measures, e-service quality, and product quality have a positive impact on e-consumer satisfaction and influence e-loyalty. However, no moderating effect of brand image was found between e-satisfaction and e-loyalty. The study’s novelty lies in providing insights into consumer behaviour changes regarding the online food delivery service (OFDS) during the post-pandemic period, which has resulted in an increased demand for food biosafety globally. These findings offer valuable information to develop strategies that can interpret consumer needs and expectations, learn from new trends in the food delivery industry, and apply lessons learned promptly.