The impact of food delivery applications on Romanian consumers' behaviour during the COVID-19 pandemic

Abstract

The main purpose of this study is to assess the impact that food delivery mobile applications have on consumers' behaviour in the context of the changes generated by the COVID-19 pandemic. Thus, we aimed to bridge the gap in the literature and practice by studying intrinsic and extrinsic variables that affect 18-50+ years old consumers' decision process. The data set was analysed using the Structural Equation Modelling Part Least Square model because this model has no limitations to integrating more variables into a path model. From a managerial perspective, our results show that food delivery companies should implement customer loyalty strategies, as the users' perceived risk of changing the online food supplier is high. The high degree of visibility of the food delivery applications is positively reflected in the consumers' empathy level and loyalty. Consumer loyalty is also based on the pricing strategy and time saving associated with using this type of applications. The safety value and accessibility represent both consumers' and organisations' priorities that underline the importance of the strategies of reducing the perceived risks during the COVID-19 pandemic. Our research offers to researchers and practitioners a starting point for their future activities. It can help them make decisions considering both periods (during a crisis as generated by pandemic crisis and post-crisis as new normality).

Keywords: Accessibility; Consumer decision process; Consumer loyalty; Food delivery applications; Perceived risk; Prestige value.