Unlocking commitment, continuance and recommendation intentions for a food delivery application brand

Abstract

Purpose This study aims to investigate food delivery application (FDA) users’ continuance intentions (CI) and recommendation intentions (RI) by integrating the expectation–confirmation model (ECM) and the trust-commitment theory (TCT) to include constructs like deal proneness (DP), perceived relationship benefits (PRB), perceived usefulness (PU) and perceived value (PV). Design/methodology/approach DP and PRB positively impacted confirmation, and confirmation influenced PU/PV. PU and PV affected satisfaction and trust, respectively. Finally, trust and satisfaction were found to influence commitment, a CI and RI predictor. Findings Our findings suggest that trust and relationship commitment strongly predict continuance and recommendation intention. Furthermore, deal proneness and perceived value positively impact expectation-confirmation, usefulness/value and trust/satisfaction. Originality/value This study adds to the FDA literature by unravelling the unique pathways connecting DP and PRB with CI and RI, through satisfaction/trust and commitment.

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