Track: Modeling and Simulation

Abstract

The usage of digital platforms for food delivery increased enormously during the COVID-19 pandemic because of the restrictions on mobility such as enforced working from home or studying from home. However, little is known about customer loyalty in food delivery applications. This study aims to investigate the relationship between digital platform usage and customer loyalty in food delivery applications. We hypothesize that the digital customer experience will mediate the digital platform usage to customer loyalty. The relationship quality will moderate the digital customer experience to customer loyalty. Using a survey, this research collected 297 respondents as the sample. This research used linear regression to test this relationship. The results revealed that digital platform usage had a strong positive relationship with customer loyalty, and a positive relationship with digital customer experience. The role of digital customer experience as a mediating variable and relationship quality as a moderating variable had a positive influence on the model although not as strong as the direct relationship between digital platform usage and customer loyalty. Digital customer experience influenced customer loyalty through repurchase intention and positive word-of-mouth.