Abstract

Purpose: This study aims to analyze the influence relationships among perceived value, satisfaction, trust, attitude, and loyalty regarding food delivery apps (FDAs), reflecting retail marketing paradigms and contemporary trends in a rapidly changing distribution market. The reason for the study is the growing consumer interest in purchasing reasonably priced and diverse food options through familiar mobile food delivery apps (MFDAs) as a distribution channel. Research design, data, and methodology: To empirically test the research model, a survey was conducted targeting online users with experience using the three major delivery apps in Korea’s distribution channel. Multiple regression analysis was employed as the statistical method for testing the study's hypotheses. Results: The analysis revealed that most perceived value dimensions significantly influenced satisfaction, trust, attitude, and loyalty, with one exception: the relationship between functional value (a dimension of perceived value) and trust was not statistically significant. Additionally, satisfaction and trust were shown to influence both attitude and loyalty. Finally, attitude was found to directly affect loyalty. Conclusions: This study identified the impact relationships among perceived value, satisfaction, trust, attitude, and loyalty in the context of FDAs. It also highlighted limitations not identified in the research and suggested directions for future research on FDAs.