Title: From eating out to online food ordering amid COVID-19: a case of food delivery apps

Authors: Shahedul Hasan; Md. Imran Hossain Shohag; Imtiaz Uddin Chowdhury; Rubab Miswar; Md. Ashaduzzaman

Addresses: Department of Marketing, University of Dhaka, Dhaka, Bangladesh; Department of Banking and Insurance, University of Chittagong, Chattogram, Bangladesh; Department of Marketing, University of Chittagong, Chattogram, Bangladesh ' Department of Marketing, University of Dhaka, Dhaka, Bangladesh; Department of Banking and Insurance, University of Chittagong, Chattogram, Bangladesh; Department of Marketing, University of Chittagong, Chattogram, Bangladesh ' Department of Marketing, University of Dhaka, Dhaka, Bangladesh; Department of Banking and Insurance, University of Chittagong, Chattogram, Bangladesh; Department of Marketing, University of Chittagong, Chattogram, Bangladesh ' Department of Marketing, University of Dhaka, Dhaka, Bangladesh; Department of Banking and Insurance, University of Chittagong, Chattogram, Bangladesh; Department of Marketing, University of Chittagong, Chattogram, Bangladesh ' Department of Marketing, University of Dhaka, Dhaka, Bangladesh; Department of Banking and Insurance, University of Chittagong, Chattogram, Bangladesh; Department of Marketing, University of Chittagong, Chattogram, Bangladesh

Abstract: In Bangladesh, app-based online food delivery services are gaining popularity. The increased use of mobile phones and the affordability of the internet aided businesses in meeting new customer demands such as food delivery to the customers' homes. Thus, the primary goal of this research is to identify the factors influencing customer intention to use food delivery apps (FDAs) during COVID-19. Data are collected using a structured questionnaire and analysed quantitatively using partial least square structured equation modelling (PLS-SEM). Results show that price value and convenience are the most influential factors affecting the intention to use FDAs during COVID-19. There is, however, insufficient evidence to demonstrate the influence of the other three factors (e.g., service quality, delivery experience, ease of use) on FDA use intention. A better understanding of emerging student consumers will assist management in leveraging the factors that must be considered when providing services to this market.

Keywords: food delivery apps; COVID-19; price value; service quality; delivery experience; ease of use; convenience.

DOI: 10.1504/IJKMTH.2023.127653

International Journal of Knowledge Management in Tourism and Hospitality, 2023 Vol.3 No.1, pp.50 - 68

Received: 03 Jul 2022
Accepted: 05 Jul 2022
Published online: 13 Dec 2022 *

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