Factors Affecting Customer Satisfaction in Mobile Food Ordering Applications

Abstract

Purpose – The aim of this study is to determine the effects of system quality, application utility, privacy variables which constitute the utilitarian factors in mobile food ordering applications and the aesthetic, enjoyment, social presence variables which constitute hedonic factors on customer satisfaction. Design/methodology/approach – The universe of the research consists of people who can access the internet with any mobile device (mobile phone, tablet, etc.) in Turkey. In this study, the data were obtained by the survey data collection method. In the study, data were collected from 453 people by convenience sampling method. Exploratory factor analysis was applied to the scales in the study and confirmatory factor analysis was applied for the construct validity of the scales. The determination of the relationships and the testing of the hypotheses were interpreted with the help of the structural equation model (SEM). Findings – According to the results obtained, it has been observed that system quality, application utility, privacy, aesthetics, enjoyment and social presence have direct and positive effects on customer satisfaction in mobile food ordering applications. Discussion- It is considered that this study will contribute to the literature, since there are very limited studies in the literature on customer satisfaction of utilitarian and hedonic variables in mobile food ordering applications.