Bridging Satisfaction to Loyalty: The Role of Service Quality and Customer Stickiness in Indonesia's Online Food Delivery Industry
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Keywords:
Service Quality, Customer Satisfaction, Customer Stickiness, Customer Loyalty
Abstract
Purpose: This study examines the influence of service quality dimensions which are tangibles, reliability, responsiveness, empathy, and assurance on customer satisfaction and their subsequent impact on customer loyalty in the context of online food delivery (OFD) services in Indonesia. Additionally, it explores the mediating role of customer stickiness in the relationship between customer satisfaction and loyalty.
Method: The study employs a quantitative-explanatory research approach with a sample of 325 respondents, selected using purposive sampling. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS).
Result: The findings reveal that tangibles and reliability are dominant factors influencing customer satisfaction. Customer satisfaction significantly enhances customer loyalty, primarily through the mediating role of customer stickiness. The SERVQUAL model was validated in the OFD context, highlighting the importance of improving service quality to foster customer satisfaction and loyalty.
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References
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Bichler, B. F., Pikkemaat, B., & Peters, M. (2020). Exploring the role of service quality, atmosphere and food for revisits in restaurants by using a e-mystery guest approach. Journal of Hospitality and Tourism Insights, 4(3), 351-369.
Candra, F., Ellitan, L., & Agrippina, Y. R. (2023). Pengaruh Kualitas Produk dan Kualitas Layanan Terhadap Niat Beli Kembali Melalui Kepuasan Pelanggan Wizzmie di Surabaya. EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi, 391), 220, https://10.56799/ekoma.v3i1.2159
Chai, L.T.; Yat, D.N.C. (2019). Online Food Delivery Services: Making Food Delivery the New Normal. J. Mark. Adv. Pract. 1, 62–77
Chuang, S.-H. (2014). Essential dimensions of perceived service quality in the public sector: A case study of the Directorate General of Highways in Taiwan. Journal of Services Marketing, 28(3), 223-234. https://doi.org/10.1108/JSM-05-2013-012
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Farida, I., & Setiawan, D. (2022). Business strategies and competitive advantage: the role of performance and innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8 (3), 163.
Fernandes, A. A. R. (2018). The mediation effect of customer satisfaction in the relationship between service quality, service orientation, and marketing mix strategy to customer loyalty. Journal of Management Development, 37(1), 76-87. https://doi.org/10.1108/JMD-12-2016-0315
Fong, L., & Law, R. (2013). Hair, J. F. Jr., Hult, G. T. M., Ringle, C. M., Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications. ISBN: 978-1-4522-1744-4. 307 pp. European Journal of Tourism Research, 6(2), 211–213. https://doi.org/10.54055/ejtr.v6i2.134
Gao, M., & Huang, L. (2021). Quality of channel integration and customer loyalty in omnichannel retailing: The mediating role of customer engagement and relationship program receptiveness. Journal of Retailing and Consumer Services, 63, 102688
Gazi, M. A. I., Al Mamun, A., Al Masud, A., Senathirajah, A. R. B. S., & Rahman, T. (2024). The relationship between CRM, knowledge management, organization commitment, customer profitability and customer loyalty in telecommunication industry: The mediating role of customer satisfaction and the moderating role of brand image. Journal of Open Innovation: Technology, Market, and Complexity, 10(1), 100227.
Glaveli, N., Papadimitriou, D., Karagiorgos, T., & Alexandris, K. (2023). Exploring the role of fitness instructors’ interaction quality skills in building customer trust in the service provider and customer satisfaction. European Sport Management Quarterly, 23(3), 767-788.
Gong, T., & Yi, Y. (2018). The effect of service quality on customer satisfaction, loyalty, and happiness in five Asian countries. Psychology & Marketing, 35(6), 427-442
Gopi, B., & Samat, N. (2020). The influence of food trucks' service quality on customer satisfaction and its impact toward customer loyalty. British Food Journal, 122(10), 3213-3226.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to Use and How to Report The Results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Harris, S. A., & Soenhadji, I. M. (2022). Pengaruh Promosi, Kualitas Layanan, Harga Dan Distribusi Terhadap Loyalitas Konsumen Pengguna Aplikasi Food Delivery Dengan Menggunakan Variabel Mediasi Kepuasan Konsumen. Jurnal Ilmiah Ekonomi Bisnis, 27(3), 419-420 & 422-423. https://doi.org/10.35760/eb.2022.v27i3.4970
Hartono, S., Salim, A., & Alamsyah, Z. (2022). Faktor Keamanan Pangan Padapemakaian Aplikasi Pengantaran Makanan (FDAs) Pada Era Pandemi di Jakarta. Jurnal Aplikasi Bisnis Dan Manajemen. https://doi.org/10.17358/jabm.8.2.543
Hartono, S., Salim, A., & Alamsyah, Z. (2022). Faktor Keamanan Pangan Padapemakaian Aplikasi Pengantaran Makanan (Fdas) Pada Era Pandemi Di Jakarta. Jurnal Aplikasi Manajemen dan Bisnis, 8(2), 545, https://doi.org/10.17358/jabm.8.2.543
Hetharie, J. A., Natten, S., & Rieuwpassa, A. (2023). Peran Kepuasan Pelanggan Dalam Memediasi Pengaruh Dimensi Servqual Terhadap Loyalitas Pelanggan Dengan Metode Structural Equation Modelling. Public Policy, 4(1), 141-142.
Ing, P. G., Zheng Lin, N., Xu, M., & Thurasamy, R. (2020). Customer loyalty in Sabah full service restaurant. Asia Pacific Journal of Marketing and Logistics, 32(7), 1407-1429. https://doi.org/10.1108/APJML-07-2019-0437
Juwaini, A., Chidir, G., Novitasari, D., Iskandar, J., Hutagalung, D., Pramono, T., ... & Purwanto, A. (2022). The role of customer e-trust, customer e-service quality and customer e-satisfaction on customer e-loyalty. International journal of data and network science, 6(2), 477-486.
Karmanta, I. K. P., & Kusumadewi, N. M. W. (2024). Peran Kepuasan Pelanggan Memediasi Pengaruh Kualitas Pelayanan Terhadap Loyalitas Pelanggan. E-Jurnal Manajemen, 13(3), 374. https://doi.org/10.24843/EJMUNUD.2024.v13.i03.p01
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Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2022). The impact of customer relationship management and company reputation on customer loyalty: The mediating role of customer satisfaction. Journal of Relationship Marketing, 21(1), 1-26
Kim, H., & Bachman, J. R. (2019). Examining customer perceptions of restaurant restroom cleanliness and their impact on satisfaction and intent to return. Journal of foodservice business research, 22(2), 191-208.
Kim, J., & Lennon, S.J. (2020). Exploring e-service quality: Satisfaction, stickiness, and usage intentions. Journal of Business Research, 117. https://doi.org/10.1016/j.jbusres.2020.06.027
Kim, W., Kim, H., & Hwang, J. (2020). Sustainable growth for the self-employed in the retail industry based on customer equity, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services, 53, 101963
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Published
2025-02-07
How to Cite
Putra, A. T., Cahyadi, Y., Permana, D., & Mariani, M. (2025). Bridging Satisfaction to Loyalty: The Role of Service Quality and Customer Stickiness in Indonesia’s Online Food Delivery Industry. Journal of Entrepreneurship & Business, 6(1), 56-72. https://doi.org/10.24123/jeb.v6i1.7054
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