Evaluating the role of technology and non-technology factors influencing brand love in Online Food Delivery services |
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| Affiliation: | 1. XLRI - Xavier School of Management, Jamshedpur, India;2. Indian Institute of Management, Kashipur, India;1. Marketing Management, Indian Institute of Management, Sirmaur, Paonta Sahib, Himachal Pradesh, India;2. Tourism Management, Indian Institute of Management, Sirmaur, Sirmaur, Himachal Pradesh, India;1. Indian Institute of Management Ranchi, Ranchi, Jharkhand, India;2. Department of Industrial Engineering and Management, Aalto University, Finland;3. Optentia Research Focus Area, North-West University, South Africa |
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| Abstract: | Technology and non-technology factors in OFD service contribute to attitude development and behavioral intentions even when the core service (food) is not undertaken by the service provider. We examine the role of app design, personality, social influence and service quality factors in developing Brand Image and fostering Brand Love. Conceptualized as higher order constructs, we find that app design factor demonstrates a strong effect on brand image. Service quality, personality factors and social influence factors show relatively weaker effects in developing brand image. We found support for Brand Image completely mediating the relationship between app design, service quality factors and Brand Love. Personality and social factors engender Brand Love directly. App Design emerged as a significant factor across gender and age groups. Pathway to development of Brand Image and Brand Love are different for younger and older age groups. We discuss theoretical contribution and managerial implications based on the results. |
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| Keywords: | OFD services Brand image Brand love App design factor Personality factor Social influence factor Service quality factor |
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