Role of customers' multidimensional perceived equity in the mobile food delivery industry

Abstract

Purpose Existing service research has revealed that customers' perceived equity influences the sustainability of a business. Despite the importance of food service mobile applications during the COVID-19 pandemic, studies that have examined customers' loyalty toward mobile applications remain limited. Thus, this study aims to examine the impact of mobile application-related attributes on customers' behavior in the food delivery industry. Design/methodology/approach The authors collected data from 214 US customers to extend knowledge on perceived equity by examining the effect of multidimensional equity (i.e. value equity, brand equity and relationship equity) on loyalty in the mobile food service context. Findings Results of partial least square structural equation modeling suggest that three aspects of customers' perceived equity are positively related to customers' attitudinal loyalty, which is linked to behavioral loyalty. Moreover, the role of attitudinal loyalty and demographic characteristics (i.e. gender and age) is described. Originality/value This empirical research explores how food delivery brands can increase customers' positive behavior by investigating the role of multidimensional equity. Service providers must understand certain aspects of customers' perceived equity to increase food service brand sustainability.