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Identifying How E-Service Quality Affects Perceived Usefulness of Online Reviews in Post-COVID-19 Context: A Sustainable Food Consumption Behavior Paradigm

Author

Listed:
  • Yongrong Xin

    (Business School, Jiangsu Open University, Nanjing 210036, China)

  • Muhammad Irfan

    (School of Management and Economics, Beijing Institute of Technology, Beijing 100081, China
    Center for Energy and Environmental Policy Research, Beijing Institute of Technology, Beijing 100081, China
    Department of Business Administration, ILMA University, Karachi 75190, Pakistan)

  • Bilal Ahmad

    (School of Economics and Management, North China Electric Power University, Beijing 102206, China
    Riphah School of Business and Management, Riphah International University, Lahore 54000, Pakistan)

  • Madad Ali

    (School of Economics and Management, Qujing Normal University, Qujing 655011, China
    Pakistan Studies Center, School of Ethnology, North Minzu University, Yinchuan 750021, China)

  • Lanqi Xia

    (College of Management Science, Chengdu University of Technology, Chengdu 610059, China)

Abstract

In this study, the concept of online food purchasing is explored where consumers are not required to visit markets to purchase their foods, especially during the COVID-19 pandemic. Thus, the purpose of this study is to investigate the relationship between perceived e-service quality and related customer service outcomes in online shopping context. The influence of sustainable marketing practices in terms of perceived e-service quality (ESQ), perceived usefulness of online reviews (PUO), brand self-connection (BSC), personal innovativeness (PRI), and willingness to pay for online food services (WPO) has largely been neglected in the previous studies. The present study proposes a conceptual model to fill this gap and empirically examines how ESQ affects PUO, BSC, WPO, and e-word-of-mouth (e-WOM) of food delivery service brands. An online questionnaire survey was conducted with 423 customers utilizing the PLS-SEM-based approach to determine product indicators. Empirical results reveal that ESQ significantly influence BSC and PUO. In the same vein, PUO significantly influence BSC, while BSC significantly influence e-WOM and WPO. The results further indicate that PRI moderates the relationship between ESQ and BSC. In a post-pandemic context, our analysis indicates enormous implications for food service delivery brands in emerging economies. Online food service providers should consider reviewers’ opinions about the products and services they offer and encourage their customers to write positive reviews of the products and services they offer.

Suggested Citation

  • Yongrong Xin & Muhammad Irfan & Bilal Ahmad & Madad Ali & Lanqi Xia, 2023. "Identifying How E-Service Quality Affects Perceived Usefulness of Online Reviews in Post-COVID-19 Context: A Sustainable Food Consumption Behavior Paradigm," Sustainability, MDPI, vol. 15(2), pages 1-16, January.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:2:p:1513-:d:1034008
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    References listed on IDEAS

    as
    1. Thakur, Rakhi, 2018. "Customer engagement and online reviews," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 48-59.
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    Cited by:

    1. Mohd Naved Khan & Neha Gupta & Manita Matharu & Mohammad Faisal Khan, 2023. "Sustainable E-Service Quality in Tourism: Drivers Evaluation Using AHP-TOPSIS Technique," Sustainability, MDPI, vol. 15(9), pages 1-23, May.
    2. Asghar, Midhat, 2023. "Cafe Politics: How Food Service Operators Influence University Students’ Satisfaction and Dining Frequency," MPRA Paper 116759, University Library of Munich, Germany, revised 16 Mar 2023.
    3. Khan, Md. Rahat & Pervin, Most. Tahura & Arif, Md. Zahir Uddin & Hossain, S.M. Khaled, 2024. "The impact of technology service quality on Bangladeshi banking consumers' satisfaction during the pandemic situation: Green development and innovation perspective in banking service," Innovation and Green Development, Elsevier, vol. 3(2).

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