Building e-loyalty towards online food delivery apps: A serial- mediation model (early view)

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Ella Mittal
Navneet Kaur


This study analyzed the mechanism to generate e-loyalty among customers through e-service quality regarding online food delivery (OFD) apps. The study also examines the indirect influence of e- service quality on e-loyalty through the mediation of e-trust and e-satisfaction of customers. The serial mediation approach was used to test the proposed model of the study. The study used data collected through a self-administered structured questionnaire filled by 261 respondents from north India. The model hypotheses were tested by applying variance-based partial least squares in software SmartPLS 3. All the results were found to be statistically significant, and all proposed hypotheses were accepted. The results reveal that e-service quality positively contributes to building e-loyalty among customers of online food delivery apps. Furthermore, the results of the mediation effect depict that e-trust and e-satisfaction strengthen the relationship between e-service quality and customers’ e-loyalty. It suggests that restaurants using OFD apps should try to provide the best online services to build trust along with satisfaction among their customers if they want them to become loyal to their online platforms. Theoretical implications for scholars and practical implications for the marketer are discussed.


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Ella Mittal, & Navneet Kaur. (2022). Building e-loyalty towards online food delivery apps: A serial- mediation model (early view). Asian Academy of Management Journal. Retrieved from
Early Views - June 2023


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