Role of psychological and technological attributes on customer conversion to use food ordering apps

Abstract

Purpose

Today the mobile apps are helping customers in every means of their life by exploring information related to electronic items and even for food items also. Therefore, the main aim of this study is to examine the influencing role of psychological and technological attributes on customer conversion to use food ordering apps.

Design/methodology/approach

Convenience sampling method was used to collect responses from the customer's age between 18 and 35 years to get more representation of society. 374 customer's data has been used for structural equation model analysis with the help of SmartPLS 3.0 and SPSS-20 software.

Findings

Findings showed that customer conversions are positively influenced by perceived ease of use, perceived usefulness, perceived incentives, perceived information, customer relationship management and order management system. In contrast, the perceived price and visual design show insignificant influence.

Research limitations/implications

Research outcome provides some valuable insights to provide direction to all online food aggregators to design their apps according to customers need. Thus, the authentic customer reviews and the facility of providing feedbacks are very fruitful for attracting new user while using and placing orders through theses apps.

Practical implications

Study suggested that observing satisfaction and dissatisfaction levels of the customer helps in enhancing the facilities of food ordering apps, so that the customer would enjoy the whole order process seamlessly, which automatically leads to customer conversions.

Originality/value

Major contribution of this study is the empirical analysis of psychological and technological attributes on customer's conversion towards food ordering app.

Citation

Atulkar, S. and Singh, A.K. (2021), "Role of psychological and technological attributes on customer conversion to use food ordering apps", International Journal of Retail & Distribution Management, Vol. 49 No. 10, pp. 1430-1446. https://doi.org/10.1108/IJRDM-09-2020-0349