Research in the International Journal of Electronic Marketing and Retailing suggests that confidence in the technology and clarity of information provided by food delivery apps matters more in terms of their loyalty than price or menu choice. The findings offer an important insight that could help the app companies and their associated food suppliers improve their offering in the fast-growing digital food delivery market.
The researchers surveyed 160 food delivery app users and then used statistical modelling to track and trace how expectations influence whether customers keep using a platform and whether they recommend it to others. The team looked at four main factors. First, how easy an app feels to use, which they refer to as effort expectancy. Secondly, how useful it seems, so-called performance expectancy. Thirdly, the quality of information provided by the app. Finally, self-efficacy, a user’s self-belief in their own tech skills, was also taken into consideration.
The results suggest that clear, reliable, well-organised information helps people see an app as simpler to use. In turn, the easier an app feels, the more useful it appears. But, the researchers also found that information quality on its own doesn’t seem to make people think an app performs better. Given that so many people check out apps on social media, and read online reviews or listen to the opinions of friends and relatives, there are additional factors at play.
Confidence, however, makes a big difference. Users who feel comfortable navigating digital platforms tend to view apps as both easy and effective, and they are far more likely to stay loyal and spread the word. In effect, the study suggests that a little digital confidence goes a long way toward keeping customers coming back for more.
Marques, A., Lopes, M. and Santos, C. (2025) ‘How customer expectations drive loyalty to food delivery app brands’, Int. J. Electronic Marketing and Retailing, Vol. 16, No. 7, pp.1–22.
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