Promotion of customer patronizing behaviour by utilizing fairness experience in the food delivery application

Abstract

This study investigates the effect of customers' perceived fairness on service experiences and its related outcomes, including consumer attachment and loyalty. The proposed framework is evaluated in the context of food delivery application. The data are collected from 214 customers in the United States by using a self-administered online survey and analysed through partial least squares structural equation modelling. Results show that the perceived communication and value fairness of customers directly influence their attachment and enhance their intention to repurchase food delivery service. In addition, the effect of communication fairness on behavioural intention is greater than that of value fairness, whereas the latter is greater than that of attachment. This study contributes to the tourism and hospitality literature by providing an understanding on how to design food delivery experience to strengthen positive outcomes. Service providers can improve the communication and value fairness by using the contents and platform of mobile application to create a strong connection with customers and their repurchase intention in the future.