Youth perception of value from food apps and its impact on patronage behaviour

ABSTRACT

This paper aims to examine the value perceptions of youth from online food ordering apps by modelling the hedonic and utilitarian values as antecedents and evaluating their impact on future patronage behaviour through satisfaction. The data was collected from youth (N=357) studying in a University through well-structured questionnaire adapted from existing literature. Results showed that utilitarian value and hedonic value have a significant and positive impact on customer satisfaction but the explanatory power of satisfaction comes more from the utilitarian value perceived by the customers. Moreover, satisfaction also impacted positively towards the attitudinal and behavioural loyalty. This study shall impart practical understanding of the marketing managers by proving deep insights of the value perceptions in online food ordering industry.

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