An investigation of online food aggregator (OFA) service: do online and offline service quality distinct?

  • Yusra Yusra Sekolah Tinggi Ilmu Ekonomi (STIE) Sabang, Banda Aceh, Indonesia
  • Arawati Agus Universiti Kebangsaan Malaysia, Graduate School of Business (UKM-GSB)
  • Ahmad Azmi Mohd Ariffin Universiti Kebangsaan Malaysia
  • Prana Ugiana Gio Department of Mathematics, University of North Sumatra, Medan, Indonesia
  • Youngjo Lee Seoul National University
  • Rung Ching Chen Chaoyang University of Technologu
Keywords: online service quality, offline service quality, online food aggregator, customer satisfaction, customer loyalty, social innovativeness


As the sharing economy has emerged, the way customer perceives the service is shifting toward a combination of offline and online. The need for the service provider to understand its nature as well as the pertinent aspects regarding its characteristics is crucial. Previous research validated the influence of perceived online and offline service quality toward customer satisfaction and loyalty. However, with the distinctive dimensions of OFA service quality, its effects on customer satisfaction and the role of social innovativeness in satisfaction and loyalty linkage remain unexplored. Hence, this study attempts to investigate these relationships using the data obtained from customers of any OFA in Malaysia. Purposive sampling was employed and 227 collected responses were analyzed using variance-based partial least square path modeling. The results confirm the direct effect of online and offline service quality on customer loyalty and full mediation role of customer satisfaction. Besides, social innovativeness is found negatively moderates customer satisfaction and loyalty relationship. Implications and contributions of the study are also discussed.


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