EFFECT OF IMAGE & TRUST IN CUSTOMERS’ LOYALTY TO MOBILE FOOD DELIVERY APPS (MFDAS): MEDIATING ROLE OF CUSTOMER SATISFACTION

Abstract

The purpose of this study is to examine the effect of image and trust in customers’ loyalty to Mobile Food Delivery Apps (MFDAs). In order to carry out the research, both primary and secondary data were used. In this study, an empirical investigation was conducted using an online questionnaire survey method. A total of 375 responses were collected from users i.e., who have earlier experience with mobile food delivery apps by using purposive sampling technique and analyzed through the PLS-SEM technique. The study found that both trust and image positively contributed to customers’ satisfaction with mobile food delivery apps as well as driving a significant relationship with loyalty. Besides, there is a direct significant relationship between trust and image with loyalty. Furthermore, this study identified the partial mediation role of customer satisfaction on the relationship between both trust and image on customers’ loyalty to mobile food delivery apps. This study helps policymakers and practitioners to understand the behavioral patterns of MFDAs users that will lead to building inclusive and sustainable strategies to retain customers.