The effect of product display, availability upon perceived safety and perceived quality for word of mouth and food brand’s loyalty

Abstract

The purpose of this study is to identify the features or affordances of a system that allows its users to be loyal. A survey instrument collected data from 318 respondents by a snowball sampling technique. Such data was analysed by Smart PLS. An exhaustive analysis gave insight that perceived quality (PQ) is the most important driver. Easy availability and a clear product display creates safety and quality perceptions about the online food. Customers speak about the perceived safety (PS) and quality of the ordered food and mature as loyal customers of the application. A few of the relationships are age moderated. The study also brings out the serial mediation effects of PS and PQ along with WoM and the moderation of age upon the relationships. PQ and PS should be formed through innovative product displays and availability of this online food. The novelty of this study lies in combining cross validated predicted ability test (CVPAT), importance performance analysis (IPMA) techniques to predict the performance of the exogenous variables. Moreover, the strength of the relationship between the abilities of the individual and the features of the system at the time of actualization are integrated in accordance with the affordance theory.

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