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E-service quality perceptions of millennials and non-millennials on O2O delivery applications

Xiaoping Zhuang (School of Tourism Management, South China Normal University, Guangzhou, China)
Li Lin (School of Tourism Management, South China Normal University, Guangzhou, China)
Rongteng Zhang (School of Business and Economics, Universiti Putra Malaysia, Serdang, Malaysia)
Jun (Justin) Li (School of Tourism Management, South China Normal University, Guangzhou, China)
Biao He (School of Tourism, Hainan University, Haikou, China)

British Food Journal

ISSN: 0007-070X

Article publication date: 25 June 2021

Issue publication date: 2 November 2021

1632

Abstract

Purpose

This study attempts to explore major attributes of food delivery applications in consideration of their impacts upon perceived service quality, satisfaction and usage intention. A multi-group analysis is performed to examine the hypothesized relationships in the structural models for the millennials and non-millennials.

Design/methodology/approach

The data was collected from 311 food delivery application users. The structural equation model (SEM) was designed to examine the interrelationships among variables.

Findings

The findings indicate that five salient dimensions that include ease of use, facility aesthetics, trustworthiness, value for money and product portfolio have a significant impact on overall service quality. Results further demonstrate that differences in generational difference partially moderate the relationship between each attribute of the food delivery application service quality as well as overall service quality.

Originality/value

The rapid evolution of the Internet and mobile communication has resulted in the proliferation of food delivery applications in China. However, to the best of our knowledge, only a few studies have focused on measuring the key dimension of service quality of food delivery applications.

Keywords

Acknowledgements

This research was supported by the Hainan Provincial Natural Science Foundation of China (grant no: 2019RC002), the Guangdong Planning Office of Philosophy and Social Science (grant number GD19CGL31), and the Foshan Social Planning Project (grant number 2021-QN06).

Citation

Zhuang, X., Lin, L., Zhang, R., Li, J.(J). and He, B. (2021), "E-service quality perceptions of millennials and non-millennials on O2O delivery applications", British Food Journal, Vol. 123 No. 12, pp. 4116-4134. https://doi.org/10.1108/BFJ-01-2021-0049

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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