Customer Satisfaction toward Online Purchasing Services: Evidence from Small & Medium Restaurants
Main Article Content
Keywords
Satisfaction, The Quality of e-service, The Quality of food, Online Services
Abstract
This study examines shopper satisfaction toward an online purchasing model in small and medium restaurants (SMRs), including the quality of e-service and food, with perceived value as the determinants. For this research purpose, 392 data gathered from online restaurant shoppers in Bandung, Indonesia. This study adopts the Structural Equation Model (PLS) to evaluate shopper satisfaction relations with its determinants as well as consequences. The results uncover that both the quality of e-service and food on shopper satisfaction is essential, and disclose the partial mediation function of perceived value to assess the relationship between both qualities on shopper satisfaction. This study offers a guide to SMR managers to enhance their business performance by focusing on the quality of food, instead of focusing on both the quality of e-service and food. In terms of online service-based businesses, this research implies that the SMRs need to collaborate with reliable online platform service providers.
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References
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Hahn, S.-E., Sparks, B., Wilkins, H., & Jin, X. (2017). The quality of e-service Management of a Hotel Website: A Scale and Implications for Management. Journal of Hospitality Marketing & Management, 26(7), 694-716. doi:10.1080/19368623.2017.1309612
Hair, J. E., Hult, G. T., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2 ed.). Thousand Oaks: Sage.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7th ed.). Upper Saddle River: Pearson Education.
Han, H., & Hyun, S. S. (2017). Impact of hotel-restaurant image and quality of physical-environment, service, and food on satisfaction and intention. International Journal of Hospitality Management, 63, 82-92. doi: 10.1016/j.ijhm.2017.03.006
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Hsin, C. H., & Wang, H. W. (2011). The moderating effect of customer perceived value on online shopping behaviour. Online Information Review, 35(3), 333-359. doi: 10.1108/14684521111151414
Jeon, M. M., & Jeong, M. (2017). Customers’ perceived website service quality and its effects on e-loyalty. International Journal of Contemporary Hospitality Management, 29(1), 438-457. doi:10.1108/IJCHM-02-2015-0054
Kedah, Z., Ismail, Y., Haque, A., & Ahmed, S. (2015). Key Success Factors of Online Food Ordering Services: An Empirical Study. Malaysian Management Review, 50(2), 19-36.
Kim, J., Jin, B., & Swinney, J. L. (2009). The role of etail quality, e-satisfaction and e-trust in online loyalty development process. Journal of Retailing and Consumer Services, 16(4), 239-247. doi:10.1016/j.jretconser.2008.11.019
Kimes, S. E. (2011). Customer perceptions of electronic food ordering. Cornell Hospitality Report, 11(10), 6-15.
Lin, W., Ortega, D. L., & Caputo, V. (2018). Are Ex-Ante Hypothetical Bias Calibration Methods Context Dependent? Evidence from Online Food Shoppers in China. Journal of Consumer Affairs, 0(0), 1-25. doi:10.1111/joca.12202
Liu, W.-K., Lee, Y.-S., & Hung, L.-M. (2017). The interrelationships among service quality, customer satisfaction, and customer loyalty: Examination of the fast-food industry. Journal of Foodservice Business Research, 20(2), 146-162. doi:10.1080/15378020.2016.1201644
Namkung, Y., & Jang, S. (2007). Does The quality of food Really Matter in Restaurants? Its Impact On Customer Satisfaction and Behavioral Intentions. Journal of Hospitality & Tourism Research, 31(3), 387-409. doi:10.1177/1096348007299924
Ng, S.-R., Wong, S.-Y., & Chong, L. (2017). Outsourcing to Online Food Delivery Services: Perspective of F&B Business Owners. Journal of Internet Banking and Commerce, 22(2), 1-13.
Nguyen, D. H., Leeuw, S., & Dullaert, W. E. H. (2018). Consumer Behaviour and Order Fulfilment in Online Retailing: A Systematic Review. International Journal of Management Reviews, 20(2), 255-276. doi: 10.1111/ijmr.12129
Nisar, T. M., & Prabhakar, G. (2017). What factors determine e-satisfaction and consumer spending in e-commerce retailing? Journal of Retailing and Consumer Services, 39, 135-144. doi: 10.1016/j.jretconser.2017.07.010
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44. doi:10.2307/1252099
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL:A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7(3), 213-233. doi:10.1177/1094670504271156
Pee, L., Jiang, J., & Klein, G. (2018). E-store loyalty: Longitudinal comparison of website usefulness and satisfaction. International Journal of Market Research, January, 12, 1-17. doi:10.1177/1470785317752045
Pham, T. S. H., & Ahammad, M. F. (2017). Antecedents and consequences of online customer satisfaction: A holistic process perspective. Technological Forecasting and Social Change, 124, 332-342. doi:10.1016/j.techfore.2017.04.003
Pigatto, G., Machado, J. G. d. C. F., Negreti, A. d. S., & Machado, L. M. (2017). Have you chosen your request? Analysis of online food delivery companies in Brazil. British Food Journal, 119(3), 639-657. doi: 10.1108/BFJ-05-2016-0207
Preacher, K. J., & Hayes, A. F. (2004). SPSS and SAS procedures for estimating indirect effects in simple mediation models. Behavior Research Methods, Instruments, & Computers, 36(4), 717-731. doi:10.3758/bf03206553
Ryu, K., & Han, H. (2009). Influence of the Quality of Food, Service, and Physical Environment on Customer Satisfaction and Behavioral Intention in Quick-Casual Restaurants: Moderating Role of Perceived Price. Journal of Hospitality & Tourism Research, 34(3), 310-329. doi:10.1177/1096348009350624
Sirgy, M. J., Efraty, D., Siegel, P., & Lee, D.-J. (2001). A New Measure of Quality of Work Life (QWL) Based on Need Satisfaction and Spillover Theories. Social Indicators Research, 55(3), 241-302 doi:10.1023/A:1010986923468
Statista. (2018). Food Delivery Worldwide Retrieved from https://www.statista.com/outlook/374/100/food-delivery/worldwide. Retrieved January 20th, 2018 https://www.statista.com/outlook/374/100/food-delivery/worldwide
Stokes, R., & Frederick-Recascino, C. (2003). Women's perceived body image: relations with personal happiness. Journal of Women & Aging, 15(1), 17-29.
Suhartanto, D. (2016). Tourist satisfaction with souvenir shopping: evidence from Indonesian domestic tourists. Current Issues in Tourism, 1-17. doi:10.1080/13683500.2016.1265487
Suhartanto, D., Chen, B. T., Mohi, Z., & Sosianika, A. (2018). Exploring loyalty to specialty foods among tourists and residents. British Food Journal, 120(5), 1120-1131. doi:doi:10.1108/BFJ-09-2017-0485
Suhartanto, D., & Leo, G. (2018). Small business entrepreneur resistance of ICT adoption: a lesson from Indonesia. International Journal of Business and Globalisation, 21(1), 5-18. doi:10.1504/IJBG.2018.10015253
Sulek, J. M., & Hensley, R. L. (2004). The Relative Importance of Food, Atmosphere, and Fairness of Wait: The Case of a Full-service Restaurant. Cornell Hotel and Restaurant Administration Quarterly, 45(3), 235-247. doi:10.1177/0010880404265345
Trivedi, S. K., & Yadav, M. (2018). Predicting online repurchase intentions with e-Satisfaction as mediator: a study on Gen Y. VINE Journal of Information and Knowledge Management Systems, 0, 1-17. doi: 10.1108/VJIKMS-10-2017-0066
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. doi: 10.1016/j.jretconser.2016.12.013
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: A critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362. doi:10.1177/009207002236911
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business Research Methods (9th ed.). Mason, OH: South-Western, Chengage
Boyce, C., & Neale, P. (2006). Conducting in-depth interviews: A guide for designing and conducting in-depth interviews for evaluation input.
Caruana, A., & Ewing, M. T. (2010). How corporate reputation, quality, and value influence online loyalty. Journal of Business Research, 63(9), 1103-1110. doi: 10.1016/j.jbusres.2009.04.030
Chang, H. H., Wang, Y.-H., & Yang, W.-Y. (2009). The impact of the quality of e-service, customer satisfaction and loyalty on e-marketing: Moderating effect of perceived value. Total Quality Management & Business Excellence, 20(4), 423-443. doi:10.1080/14783360902781923
Chang, S.-C., Chou, P.-Y., & Lo, W.-C. (2014). Evaluation of satisfaction and repurchase intention in online food group-buying, using Taiwan as an example. British Food Journal, 116(1), 44-61. doi:10.1108/BFJ-03-2012-0058
Chin, W. W., Peterson, R. A., & Brown, S. P. (2008). Structural Equation Modeling in Marketing: Some Practical Reminders. Journal of Marketing Theory and Practice, 16(4), 287-298. Retrieved from http://www.jstor.org/stable/40470374
de Ruyter, K., Wetzels, M., Lemmink, J., & Mattson, J. (1997). The dynamics of the service delivery process: A value-based approach. International Journal of Research in Marketing, 14(3), 231-243. doi: 10.1016/S0167-8116(97)00004-9
Fandos, C., & Flavián, C. (2006). Intrinsic and extrinsic quality attributes, loyalty and buying intention: an analysis for a PDO product. British Food Journal, 108(8), 646-662. doi: 10.1108/00070700610682337
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American Customer Satisfaction Index: Nature, Purpose, and Findings. Journal of Marketing, 60(4), 7-18. doi: 10.2307/1251898
Ha, J., & Jang, S. (2010). Effects of service quality and the quality of food: The moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management, 29(3), 520-529. doi: 10.1016/j.ijhm.2009.12.005
Hahn, S.-E., Sparks, B., Wilkins, H., & Jin, X. (2017). The quality of e-service Management of a Hotel Website: A Scale and Implications for Management. Journal of Hospitality Marketing & Management, 26(7), 694-716. doi:10.1080/19368623.2017.1309612
Hair, J. E., Hult, G. T., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2 ed.). Thousand Oaks: Sage.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7th ed.). Upper Saddle River: Pearson Education.
Han, H., & Hyun, S. S. (2017). Impact of hotel-restaurant image and quality of physical-environment, service, and food on satisfaction and intention. International Journal of Hospitality Management, 63, 82-92. doi: 10.1016/j.ijhm.2017.03.006
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. doi:10.1007/s11747-014-0403-8
Hsin, C. H., & Wang, H. W. (2011). The moderating effect of customer perceived value on online shopping behaviour. Online Information Review, 35(3), 333-359. doi: 10.1108/14684521111151414
Jeon, M. M., & Jeong, M. (2017). Customers’ perceived website service quality and its effects on e-loyalty. International Journal of Contemporary Hospitality Management, 29(1), 438-457. doi:10.1108/IJCHM-02-2015-0054
Kedah, Z., Ismail, Y., Haque, A., & Ahmed, S. (2015). Key Success Factors of Online Food Ordering Services: An Empirical Study. Malaysian Management Review, 50(2), 19-36.
Kim, J., Jin, B., & Swinney, J. L. (2009). The role of etail quality, e-satisfaction and e-trust in online loyalty development process. Journal of Retailing and Consumer Services, 16(4), 239-247. doi:10.1016/j.jretconser.2008.11.019
Kimes, S. E. (2011). Customer perceptions of electronic food ordering. Cornell Hospitality Report, 11(10), 6-15.
Lin, W., Ortega, D. L., & Caputo, V. (2018). Are Ex-Ante Hypothetical Bias Calibration Methods Context Dependent? Evidence from Online Food Shoppers in China. Journal of Consumer Affairs, 0(0), 1-25. doi:10.1111/joca.12202
Liu, W.-K., Lee, Y.-S., & Hung, L.-M. (2017). The interrelationships among service quality, customer satisfaction, and customer loyalty: Examination of the fast-food industry. Journal of Foodservice Business Research, 20(2), 146-162. doi:10.1080/15378020.2016.1201644
Namkung, Y., & Jang, S. (2007). Does The quality of food Really Matter in Restaurants? Its Impact On Customer Satisfaction and Behavioral Intentions. Journal of Hospitality & Tourism Research, 31(3), 387-409. doi:10.1177/1096348007299924
Ng, S.-R., Wong, S.-Y., & Chong, L. (2017). Outsourcing to Online Food Delivery Services: Perspective of F&B Business Owners. Journal of Internet Banking and Commerce, 22(2), 1-13.
Nguyen, D. H., Leeuw, S., & Dullaert, W. E. H. (2018). Consumer Behaviour and Order Fulfilment in Online Retailing: A Systematic Review. International Journal of Management Reviews, 20(2), 255-276. doi: 10.1111/ijmr.12129
Nisar, T. M., & Prabhakar, G. (2017). What factors determine e-satisfaction and consumer spending in e-commerce retailing? Journal of Retailing and Consumer Services, 39, 135-144. doi: 10.1016/j.jretconser.2017.07.010
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-44. doi:10.2307/1252099
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL:A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7(3), 213-233. doi:10.1177/1094670504271156
Pee, L., Jiang, J., & Klein, G. (2018). E-store loyalty: Longitudinal comparison of website usefulness and satisfaction. International Journal of Market Research, January, 12, 1-17. doi:10.1177/1470785317752045
Pham, T. S. H., & Ahammad, M. F. (2017). Antecedents and consequences of online customer satisfaction: A holistic process perspective. Technological Forecasting and Social Change, 124, 332-342. doi:10.1016/j.techfore.2017.04.003
Pigatto, G., Machado, J. G. d. C. F., Negreti, A. d. S., & Machado, L. M. (2017). Have you chosen your request? Analysis of online food delivery companies in Brazil. British Food Journal, 119(3), 639-657. doi: 10.1108/BFJ-05-2016-0207
Preacher, K. J., & Hayes, A. F. (2004). SPSS and SAS procedures for estimating indirect effects in simple mediation models. Behavior Research Methods, Instruments, & Computers, 36(4), 717-731. doi:10.3758/bf03206553
Ryu, K., & Han, H. (2009). Influence of the Quality of Food, Service, and Physical Environment on Customer Satisfaction and Behavioral Intention in Quick-Casual Restaurants: Moderating Role of Perceived Price. Journal of Hospitality & Tourism Research, 34(3), 310-329. doi:10.1177/1096348009350624
Sirgy, M. J., Efraty, D., Siegel, P., & Lee, D.-J. (2001). A New Measure of Quality of Work Life (QWL) Based on Need Satisfaction and Spillover Theories. Social Indicators Research, 55(3), 241-302 doi:10.1023/A:1010986923468
Statista. (2018). Food Delivery Worldwide Retrieved from https://www.statista.com/outlook/374/100/food-delivery/worldwide. Retrieved January 20th, 2018 https://www.statista.com/outlook/374/100/food-delivery/worldwide
Stokes, R., & Frederick-Recascino, C. (2003). Women's perceived body image: relations with personal happiness. Journal of Women & Aging, 15(1), 17-29.
Suhartanto, D. (2016). Tourist satisfaction with souvenir shopping: evidence from Indonesian domestic tourists. Current Issues in Tourism, 1-17. doi:10.1080/13683500.2016.1265487
Suhartanto, D., Chen, B. T., Mohi, Z., & Sosianika, A. (2018). Exploring loyalty to specialty foods among tourists and residents. British Food Journal, 120(5), 1120-1131. doi:doi:10.1108/BFJ-09-2017-0485
Suhartanto, D., & Leo, G. (2018). Small business entrepreneur resistance of ICT adoption: a lesson from Indonesia. International Journal of Business and Globalisation, 21(1), 5-18. doi:10.1504/IJBG.2018.10015253
Sulek, J. M., & Hensley, R. L. (2004). The Relative Importance of Food, Atmosphere, and Fairness of Wait: The Case of a Full-service Restaurant. Cornell Hotel and Restaurant Administration Quarterly, 45(3), 235-247. doi:10.1177/0010880404265345
Trivedi, S. K., & Yadav, M. (2018). Predicting online repurchase intentions with e-Satisfaction as mediator: a study on Gen Y. VINE Journal of Information and Knowledge Management Systems, 0, 1-17. doi: 10.1108/VJIKMS-10-2017-0066
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. doi: 10.1016/j.jretconser.2016.12.013
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: A critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362. doi:10.1177/009207002236911
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business Research Methods (9th ed.). Mason, OH: South-Western, Chengage