Effects of service quality, perceived value, customer satisfaction on behavioral intentions in platform-based online food delivery services

Purpose This study investigates how distinct dimensions of service quality influence consumer decision-making in the rapidly growing online food delivery (OFD) market, clarifying the pathways through which service attributes affect perceived value for money, satisfaction and ultimately, customer behavioral intentions. Design/methodology/approach Questionnaire data from 284 OFD customers in Nakhon Ratchasima, Thailand, were analyzed. Exploratory factor analysis identified key service quality dimensions. Confirmatory factor analysis and structural equation modeling were used to test a mediation model linking service quality to behavioral outcomes. Findings Three service quality dimensions were identified: food quality, customer support, and application functionality. Food quality and customer support directly influenced perceived value for money, while application functionality directly affected customer satisfaction. Customer satisfaction was the strongest predictor of behavioral intentions and acted as a central mediator. It mediated the relationship between perceived value for money and behavioral intentions. Additionally, food quality and customer support shaped behavioral intentions through sequential mediation via value for money and satisfaction, whereas application functionality did so through satisfaction alone. Originality/value This research advances OFD scholarship by empirically clarifying the multidimensional structure of service quality and demonstrating how different quality aspects follow distinct pathways to influence behavioral intentions. By focusing on Nakhon Ratchasima, a dynamic yet under-researched Thai urban center, the study contributes fresh insights into consumer behavior in emerging digital marketplaces and offers practical implications for OFD platforms.