Determining Factors Affecting Customer Loyalty and Satisfaction in Online Food Delivery Service during the COVID - 19 Pandemic: A UTAUT2 Approach

The Online food delivery services (OFDS) have been extensively utilized, especially in developing nations like Indonesia on new normal Covid-19 situation. The present research aimed to utilize the “Unified Theory of Acceptance and Use of Technology-2” (UTAUT2) in affecting the customer satisfaction and loyalty (CSL) in OFDS in Indonesia post-COVID-19 pandemic. The 253 data was taken to answer the 65 indicators. Structural equation modeling (SEM) indicates that hedonic motivation exerts the most significant influence on CSL, succeeded by price. This study unexpectedly found that usability factors, including performance expectation habit, did not influence customer happiness and CSL in OFDS. This research strongly provides a theoretical framework for OFDS practitioners, IT developers, and scholars. The present research can be modified and expanded to different nations to examine the determinants of customer CSL in OFDS.