Online and offline delivery qualities: O2O satisfaction and loyalty through technology acceptance model

Abstract

This study presents an in-depth examination of customer satisfaction dynamics within the rapidly growing O2O food delivery (OFD) sector. Recognizing the exponential market growth and the gradual rise in consumer complaints, we seek to address the gaps in current academic research that tends to overlook the distinction between online and offline service experiences, as well as the psychological foundations of technology adoption. We propose a series of hypotheses grounded in a comprehensive theoretical framework that distinguishes between online and offline dimensions of consumer satisfaction and explores their interrelation by incorporating the technology acceptance model (TAM). We posit that, regarding online satisfaction, the quality of food information, the quality delivery tracking service, and user privacy protection functions from OFD applications hold positive significance for online customer satisfaction. Additionally, considering offline satisfaction, we assert that delivery quality and environment of the delivery service (i.e., delivery scape) contribute positively to offline customer satisfaction. We adopt trust transfer theory to hypothesize a positive relationship between online and offline satisfaction to comprehend a continuous flow in how consumer satisfaction develops. The paper also examines the pathway by which online satisfaction influences consumer loyalty through TAM. By investigating the dynamics regarding these relationships, this study contributes to offering valuable insights that could enhance OFD users’ satisfaction and their loyalty.