The Impact of Restaurant’s Online Food Delivery (OFD) Service Quality on Customers’ Repurchase Intention: A Conceptual Framework

The outbreak of the COVID-19 pandemic in 2020 had a profound impact on the food service industry, forcing many restaurants and eateries to pivot towards online food delivery (OFD) services to survive. This shift, driven by restrictions on dining-in, has persisted even as dine-in services resumed, positioning OFD as an integral part of restaurant operations. This paper explores the impact of service quality in OFD, proposing a conceptual framework that links service quality dimensions—such as delivery speed, order accuracy, customer service, and platform usability—to the customer’s repurchase intention of food from the restaurant via its OFD services. By addressing these dimensions, restaurants can enhance customer satisfaction, leading to improved financial outcomes. This study aims to provide actionable insights for restaurant operators and contribute to the existing literature on service quality within the OFD sector.