The impact of discount appeal of food ordering application on consumer satisfaction in Southeast Asia
DOI:
https://doi.org/10.15549/jeecar.v9i6.956Keywords:
discount, online food delivery, consumer behaviour, e-commerceAbstract
This study aims to determine the effect of discounts on interest, selection, and satisfaction in the food and beverage ordering application service. In the current digital era, food and beverage ordering applications are widely used by the public, one of which is a food e-commerce website and application. We conducted this research with 100 respondents who are subscribers of food e-commerce websites and applications in Indonesia. The analysis was carried out using path analysis using the SmartPLS version 3. The results of this study indicate that discounts have a significant and positive effect on customers' selection, interest, and satisfaction in the food e-commerce website application. The influence given is also quite significant because it is the strength of food e-commerce websites.
References
Ahmad, Z., Hassan, N. M., Khattak, M. N., Moustafa, M. A., & Fakhri, M. (2021). Impact of Tourist’s Environmental Awareness on Pro-Environmental Behavior with the Mediating Effect of Tourist’s Environmental Concern and Moderating Effect of Tourist’s Environmental Attachment. Sustainability, 13(23), 12998. https://doi.org/10.3390/su132312998 DOI: https://doi.org/10.3390/su132312998
Alagoz, S. M., & Hekimoglu, H. (2012). A Study on Tam: Analysis of Customer Attitudes in Online Food Ordering System. Procedia - Social and Behavioral Sciences, 62, 1138–1143. https://doi.org/10.1016/j.sbspro.2012.09.195 DOI: https://doi.org/10.1016/j.sbspro.2012.09.195
Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. Journal of Marketing, 58(3), 53–66. https://doi.org/10.1177/002224299405800304 DOI: https://doi.org/10.1177/002224299405800304
Anton, J., & Perkins, D. S. (1997). Listening to the Voice of the Customer: 16 Steps to a Successful Customer Satisfaction Measurement Program. Purdue University Press.
Ashraf, M., Rizwan, M., Iqbal, A., & Khan, A. (2014). The promotional tools and situational factors’ impact on consumer buying behaviour and sales promotion. Journal of Public Administration and Governance, 4, 179. https://doi.org/10.5296/jpag.v4i2.5844 DOI: https://doi.org/10.5296/jpag.v4i2.5844
Barsky, J. D., & Labagh, R. (1992). A Strategy for Customer Satisfaction. Cornell Hotel and Restaurant Administration Quarterly, 33(5), 32–40. https://doi.org/10.1177/001088049203300524 DOI: https://doi.org/10.1177/001088049203300524
Chiu, Y.-P., Lo, S.-K., Hsieh, A.-Y., & Hwang, Y. (2019). Exploring why people spend more time shopping online than in offline stores. Computers in Human Behavior, 95, 24–30. https://doi.org/10.1016/j.chb.2019.01.029 DOI: https://doi.org/10.1016/j.chb.2019.01.029
Cho, M., Bonn, M. A., & Li, J. (Justin). (2019). Differences in perceptions about food delivery apps between single-person and multi-person households. International Journal of Hospitality Management, 77, 108–116. https://doi.org/10.1016/j.ijhm.2018.06.019 DOI: https://doi.org/10.1016/j.ijhm.2018.06.019
Correa, J. C., Garzón, W., Brooker, P., Sakarkar, G., Carranza, S. A., Yunado, L., & Rincón, A. (2019). Evaluation of collaborative consumption of food delivery services through web mining techniques. Journal of Retailing and Consumer Services, 46, 45–50. https://doi.org/10.1016/j.jretconser.2018.05.002 DOI: https://doi.org/10.1016/j.jretconser.2018.05.002
Cyr, D. (2008). Modeling Web Site Design Across Cultures: Relationships to Trust, Satisfaction, and E-Loyalty. Journal of Management Information Systems, 24(4), 47–72. https://doi.org/10.2753/MIS0742-1222240402 DOI: https://doi.org/10.2753/MIS0742-1222240402
Daugherty, T., & Ho?man, E. (2015). EWOM and the importance of capturing consumer attention within social media. In Word of Mouth and Social Media. Routledge.
Dawood, M., & Shamout, M. (2016). The Impact of Promotional Tools on Consumer Buying Behavior in Retail Market. International Journal of Business and Social Science, 7.
DiClemente, D. F., & Hantula, D. A. (2003). Applied behavioral economics and consumer choice. Journal of Economic Psychology, 24(5), 589–602. https://doi.org/10.1016/S0167-4870(03)00003-5 DOI: https://doi.org/10.1016/S0167-4870(03)00003-5
East, R., Romaniuk, J., Chawdhary, R., & Uncles, M. (2017). The Impact of Word of Mouth on Intention to Purchase Currently Used and other Brands. International Journal of Market Research, 59(3), 321–334. https://doi.org/10.2501/IJMR-2017-026 DOI: https://doi.org/10.2501/IJMR-2017-026
Fagerstrøm, A., Ghinea, G., & Sydnes, L. (2016). Understanding the Impact of Online Reviews on Customer Choice: A Probability Discounting Approach. Psychology & Marketing, 33(2), 125–134. https://doi.org/10.1002/mar.20859 DOI: https://doi.org/10.1002/mar.20859
Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56(1), 6–21. https://doi.org/10.1177/002224299205600103 DOI: https://doi.org/10.1177/002224299205600103
Foxall, G. R. (2010). Invitation to Consumer Behavior Analysis. Journal of Organizational Behavior Management, 30(2), 92–109. https://doi.org/10.1080/01608061003756307 DOI: https://doi.org/10.1080/01608061003756307
Garvin, J. (1998). Managing with Total Quality Management ? Theory and Practice. International Journal of Manpower, 19(5), 358–360. https://doi.org/10.1108/ijm.1998.19.5.358.1 DOI: https://doi.org/10.1108/ijm.1998.19.5.358.1
Gusfei, A.D., Pradana, M. (2022). The Effect of E-Service Quality and E-Trust on Mobile Payment Application E-Customer Loyalty Through E-Customer Satisfaction as Intervening Variable. Res Militaris, 12(2), pp. 166–180. https://resmilitaris.net/menu-script/index.php/resmilitaris/article/view/87/33
Hantula, D. A., Brockman, D. D., & Smith, C. L. (2008). Online Shopping as Foraging: The Effects of Increasing Delays on Purchasing and Patch Residence. IEEE Transactions on Professional Communication, 51(2), 147–154. https://doi.org/10.1109/TPC.2008.2000340 DOI: https://doi.org/10.1109/TPC.2008.2000340
Hantula, D. A., & Bryant, K. (2005). Delay discounting determines delivery fees in an e-commerce simulation: A behavioral economic perspective. Psychology & Marketing, 22(2), 153–161. https://doi.org/10.1002/mar.20052 DOI: https://doi.org/10.1002/mar.20052
He, Z., Han, G., Cheng, T. C. E., Fan, B., & Dong, J. (2019). Evolutionary food quality and location strategies for restaurants in competitive online-to-offline food ordering and delivery markets: An agent-based approach. International Journal of Production Economics, 215, 61–72. https://doi.org/10.1016/j.ijpe.2018.05.008 DOI: https://doi.org/10.1016/j.ijpe.2018.05.008
Hwang, J., & Choe, J. Y. (Jacey). (2019). Exploring perceived risk in building successful drone food delivery services. International Journal of Contemporary Hospitality Management, 31(8), 3249–3269. https://doi.org/10.1108/IJCHM-07-2018-0558 DOI: https://doi.org/10.1108/IJCHM-07-2018-0558
Inman, J. J., Dyer, J. S., & Jia, J. (1997). A Generalized Utility Model of Disappointment and Regret Effects on Post-Choice Valuation. Marketing Science, 16(2), 97–111. https://doi.org/10.1287/mksc.16.2.97 DOI: https://doi.org/10.1287/mksc.16.2.97
Inman, J. J., & McAlister, L. (1994). Do Coupon Expiration Dates Affect Consumer Behavior? Journal of Marketing Research, 31(3), 423–428. https://doi.org/10.1177/002224379403100310 DOI: https://doi.org/10.1177/002224379403100310
Jakpar, S., Na, A. G. S., Johari, A., & Myint, K. T. (2012). Examining the Product Quality Attributes That Influences Customer Satisfaction Most When the Price Was Discounted: A Case Study in Kuching Sarawak. 3(23), 16.
Jakpar, S., Shaikh, J. M., Tinggi, M., & Jamali, N. A. L. (2012). Factors influencing entrepreneurship in small and medium enterprises (SMEs) among residents in Sarawak Malaysia. International Journal of Entrepreneurship and Small Business, 16(1), 83–101. https://doi.org/10.1504/IJESB.2012.046919 DOI: https://doi.org/10.1504/IJESB.2012.046919
Jeuring, J. H. G., & Haartsen, T. (2017). The challenge of proximity: The (un)attractiveness of near-home tourism destinations. Tourism Geographies, 19(1), 118–141. https://doi.org/10.1080/14616688.2016.1175024 DOI: https://doi.org/10.1080/14616688.2016.1175024
Jiang, H., & Zhang, Y. (2016). An investigation of service quality, customer satisfaction and loyalty in China’s airline market. Journal of Air Transport Management, 57, 80–88. https://doi.org/10.1016/j.jairtraman.2016.07.008 DOI: https://doi.org/10.1016/j.jairtraman.2016.07.008
Johnson, M. D., & Fornell, C. (1991). A framework for comparing customer satisfaction across individuals and product categories. Journal of Economic Psychology, 12(2), 267–286. https://doi.org/10.1016/0167-4870(91)90016-M DOI: https://doi.org/10.1016/0167-4870(91)90016-M
Kang, J.-W., & Namkung, Y. (2019). The information quality and source credibility matter in customers’ evaluation toward food O2O commerce. International Journal of Hospitality Management, 78, 189–198. https://doi.org/10.1016/j.ijhm.2018.10.011 DOI: https://doi.org/10.1016/j.ijhm.2018.10.011
Kartawinata, B. R., & Akbar, A. (2021). The Quality of Logistic and Expedition Business Services in the Era Covid 19 (Study on Shipping and Logistics Company in Indonesia). Sao Paulo, 9.
Ladhari, R., & Michaud, M. (2015). EWOM effects on hotel booking intentions, attitudes, trust, and website perceptions. International Journal of Hospitality Management, 46, 36–45. https://doi.org/10.1016/j.ijhm.2015.01.010 DOI: https://doi.org/10.1016/j.ijhm.2015.01.010
Li, X., & Hitt, L. M. (2008). Self-Selection and Information Role of Online Product Reviews. Information Systems Research, 19(4), 456–474. https://doi.org/10.1287/isre.1070.0154 DOI: https://doi.org/10.1287/isre.1070.0154
Long, T. B., Young, W., Webber, P., Gouldson, A., & Harwatt, H. (2015). The impact of domestic energy efficiency retrofit schemes on householder attitudes and behaviours. Journal of Environmental Planning and Management, 58(10), 1853–1876. https://doi.org/10.1080/09640568.2014.965299 DOI: https://doi.org/10.1080/09640568.2014.965299
Mansoor, M., & Wijaksana, T. I. (2022). Predictors of pro-environmental behavior: Moderating role of knowledge sharing and mediatory role of perceived environmental responsibility. Journal of Environmental Planning and Management, 0(0), 1–19. https://doi.org/10.1080/09640568.2021.2016380 DOI: https://doi.org/10.1080/09640568.2021.2016380
Moeliono, N., Fakhri, M., Sari, D., Kurnia, B., & Anindita, D. A. (2020). Green Brand Awareness Factors on The Body Shop Product. 7.
Okumus, B., Ali, F., Bilgihan, A., & Ozturk, A. B. (2018). Psychological factors influencing customers’ acceptance of smartphone diet apps when ordering food at restaurants. International Journal of Hospitality Management, 72, 67–77. https://doi.org/10.1016/j.ijhm.2018.01.001 DOI: https://doi.org/10.1016/j.ijhm.2018.01.001
Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 57(3), 25–48.
Poon, W. C., & Tung, S. E. H. (2022). The rise of online food delivery culture during the COVID-19 pandemic: An analysis of intention and its associated risk. European Journal of Management and Business Economics, ahead-of-print(ahead-of-print). https://doi.org/10.1108/EJMBE-04-2021-0128 DOI: https://doi.org/10.1108/EJMBE-04-2021-0128
Pradana, M., Huertas-García, R., & Marimon, F. (2020). Spanish Muslims’ halal food purchase intention. International Food and Agribusiness Management Review, 23(2). https://econpapers.repec.org/article/agsifaamr/303721.htm DOI: https://doi.org/10.22434/IFAMR2019.0200
Pradana, M., Wardhana, A., Rubiyanti, N., Syahputra, S., Utami, D.G. (2022). Halal food purchase intention of Muslim students in Spain: testing the moderating effect of need-for-cognition. Journal of Islamic Marketing, 13(2), pp. 434–445. DOI: https://doi.org/10.1108/JIMA-05-2020-0122
Pradana, M., & Novitasari, F. (2017). Gap Analysis of Zalora Online Application: Indonesian Users. International Journal of Learning and Change, 9, 1. https://doi.org/10.1504/IJLC.2017.10007019 DOI: https://doi.org/10.1504/IJLC.2017.10007019
Putri, Y. I., Pradana, M., Utami, F. N., Nugraha, D. W., & Karnovi, R. (2021). The Influence of Brand Ambassador on E-Commerce Purchase Intention. 8.
Reza Jalilvand, M., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946 DOI: https://doi.org/10.1108/02634501211231946
Rodríguez-López, M. E., Alcántara-Pilar, J. M., Del Barrio-García, S., & Muñoz-Leiva, F. (2020). A review of restaurant research in the last two decades: A bibliometric analysis. International Journal of Hospitality Management, 87, 102387. https://doi.org/10.1016/j.ijhm.2019.102387 DOI: https://doi.org/10.1016/j.ijhm.2019.102387
Roh, M., & Park, K. (2019). Adoption of O2O food delivery services in South Korea: The moderating role of moral obligation in meal preparation. International Journal of Information Management, 47, 262–273. https://doi.org/10.1016/j.ijinfomgt.2018.09.017 DOI: https://doi.org/10.1016/j.ijinfomgt.2018.09.017
Saragih, R., Liu, R., Putri, C.A., Fakhri, M., Pradana, M. (2022). The Role of Loyalty and Satisfaction in Forming Word-of-Mouth Influence in a B2B Environment: Evidence from the Knitting Industry of Indonesia. Journal of Eastern European and Central Asian Research, 9(3), pp. 543–553.Smironva, E., Kiatkawsin, K., Lee, S. K., Kim, J., & Lee, C.-H. (2020). Self-selection and non-response biases in customers’ hotel ratings – a comparison of online and offline ratings. Current Issues in Tourism, 23(10), 1191–1204. https://doi.org/10.1080/13683500.2019.1599828 DOI: https://doi.org/10.1080/13683500.2019.1599828
Suhartanto, D., Helmi Ali, M., Tan, K. H., Sjahroeddin, F., & Kusdibyo, L. (2019). Loyalty toward online food delivery service: The role of e-service quality and food quality. Journal of Foodservice Business Research, 22(1), 81–97. https://doi.org/10.1080/15378020.2018.1546076 DOI: https://doi.org/10.1080/15378020.2018.1546076
Suri, R., & Monroe, K. B. (1999). Consumers Prior Purchase Intentions and their Evaluation of Savings on Product Bundles. In R. Fuerderer, A. Herrmann, & G. Wuebker (Eds.), Optimal Bundling: Marketing Strategies for Improving Economic Performance (pp. 177–194). Springer. https://doi.org/10.1007/978-3-662-09119-7_9 DOI: https://doi.org/10.1007/978-3-662-09119-7_9
Suri, R., & Monroe, K. B. (2001). The effects of need for cognition and trait anxiety on price acceptability. Psychology & Marketing, 18(1), 21–42. https://doi.org/10.1002/1520-6793(200101)18:1<21::AID-MAR2>3.0.CO;2-T DOI: https://doi.org/10.1002/1520-6793(200101)18:1<21::AID-MAR2>3.0.CO;2-T
Truong, Y., & McColl, R. (2011). Intrinsic motivations, self-esteem, and luxury goods consumption. Journal of retailing and consumer services, 18(6), 555-561. DOI: https://doi.org/10.1016/j.jretconser.2011.08.004
Troise, C., O’Driscoll, A., Tani, M., & Prisco, A. (2020). Online food delivery services and behavioural intention – a test of an integrated TAM and TPB framework. British Food Journal, 123(2), 664–683. https://doi.org/10.1108/BFJ-05-2020-0418 DOI: https://doi.org/10.1108/BFJ-05-2020-0418
Willayat, F., Saud, N., Ijaz, M., Silvianita, A., & El-Morshedy, M. (2022). Marshall–Olkin Extended Gumbel Type-II Distribution: Properties and Applications. Complexity, 2022, e2219570. https://doi.org/10.1155/2022/2219570 DOI: https://doi.org/10.1155/2022/2219570
Yeo, V. C. S., Goh, S.-K., & Rezaei, S. (2017). Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services. Journal of Retailing and Consumer Services, 35, 150–162. https://doi.org/10.1016/j.jretconser.2016.12.013 DOI: https://doi.org/10.1016/j.jretconser.2016.12.013
Downloads
Published
How to Cite
Issue
Section
License
The JEECAR journal allows the author(s) to hold the copyright and publishing rights of their own manuscript without restrictions.
This journal applies the Creative Attribution Common License to works we publish, and allows reuse and remixing of its content, in accordance with a CC-BY 4.0 license.
Authors are free to: Share — copy and redistribute the material in any medium or format and Adapt — remix, transform, and build upon the material for any purpose, even commercially.
Under the following terms: Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
No additional restrictions — The author may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
The JEECAR Journal is committed to the editorial principles of all aspects of publication ethics and publication malpractice as assigned by the Committee on Public Ethics.
