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How to influence the customer journey: the role of information on mobile food ordering applications
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Resumo(s)
As the evolution in Internet technology eases the e-commerce development, the behaviour
of both customers and firms is changing in multiple industries. In the restaurant context, the
availability of online technology enables customers to order the food through restaurant
websites (Restaurant-to-Consumer delivery) or via online food delivery businesses (Platformto-
Consumer delivery). Considering the accelerated competition in the food service industry
and the popularity and general acceptance of food delivery applications, it becomes necessary
for firms to know how to improve the customer experience in this new business model. This
study aims to determine how to influence the customer journey in the Platform-to-Consumer
segment of online meal delivery services in Portugal. It intends to discover how available
information can influence customers’ intention to use mobile food delivery platforms in the
pre-purchase stage and to explore the potential of personalized information to improve
customer satisfaction with these services in the post-purchase stage. An exploratory research
was conducted using PLS-SEM. The findings unveiled that two types of available information
– firm-generated information and online customer reviews – have a positive influence on the
behavioral intention to use mobile food ordering applications. Additionally, the results show
that different web personalization strategies, namely content personalization, functional
personalization and system-initiated personalization, are useful tools to create customer
satisfaction with this type of platforms. Moreover, this research not only contributes to filling
the gap regarding mobile meal delivery services, providing a more comprehensive framework
of customer behavior toward mobile food delivery platforms, but also adds to the
personalization research by identifying and testing a range of Web personalization strategies.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
Palavras-chave
Customer Journey Platform-to-Customer Delivery Mobile Food Ordering Applications Web Personalization User-generated Information Firm-generated Information Customer Satisfaction