Article: How customer expectations drive loyalty to food delivery app brands Journal: International Journal of Electronic Marketing and Retailing (IJEMR) 2025 Vol.16 No.7 pp.1 - 22 Abstract: Consumers frequently use food delivery apps due to time constraints or the desire to explore diverse cuisines. These apps offer convenience and accessibility, but user loyalty is also shaped by factors such as ease of use, performance expectations, information quality, self-efficacy, and user enjoyment. This study analyses how user expectations contribute to brand loyalty in food delivery apps. A quantitative survey of 160 users was conducted, and data were analysed using structural equation modelling via Smart PLS. Results indicate that information quality and self-efficacy positively affect perceived ease of use; in turn, ease of use and self-efficacy influence performance expectations. Both performance and effort expectations significantly impact brand loyalty. Interestingly, information quality does not directly influence performance expectations, possibly due to users relying on external sources. The findings enhance understanding of user behaviour and provide insights for future research on digital food service platforms. Inderscience Publishers - linking academia, business and industry through research

Title: How customer expectations drive loyalty to food delivery app brands

Authors: Alzira Marques; Marlene Lopes; Célia Santos

Addresses: CARME, School of Technology and Management, Polytechnic of Leiria, Leiria, Portugal ' School of Education and Social Sciences, Polytechnic of Leiria, Leiria, Portugal ' Instituto Superior Miguel Torga, Coimbra, Portugal; School of Technology and Management, Polytechnic of Leiria, Leiria, Portugal

Abstract: Consumers frequently use food delivery apps due to time constraints or the desire to explore diverse cuisines. These apps offer convenience and accessibility, but user loyalty is also shaped by factors such as ease of use, performance expectations, information quality, self-efficacy, and user enjoyment. This study analyses how user expectations contribute to brand loyalty in food delivery apps. A quantitative survey of 160 users was conducted, and data were analysed using structural equation modelling via Smart PLS. Results indicate that information quality and self-efficacy positively affect perceived ease of use; in turn, ease of use and self-efficacy influence performance expectations. Both performance and effort expectations significantly impact brand loyalty. Interestingly, information quality does not directly influence performance expectations, possibly due to users relying on external sources. The findings enhance understanding of user behaviour and provide insights for future research on digital food service platforms.

Keywords: food delivery app usage expectations; information quality; self-efficacy; revisit intention; word of mouth.

DOI: 10.1504/IJEMR.2025.149200

International Journal of Electronic Marketing and Retailing, 2025 Vol.16 No.7, pp.1 - 22

Received: 28 Feb 2025
Accepted: 21 Jun 2025
Published online: 17 Oct 2025 *

Title: How customer expectations drive loyalty to food delivery app brands

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