In Store vs Take Out: The Effects of The Satisfaction on Repurchase Intentions in Virtual and Real Channels for Restaurants

Authors

  • Wanling Cheng
  • Fanyun Pai
  • Chepeng Lin

DOI:

https://doi.org/10.56028/aemr.1.1.212

Keywords:

physical and virtual catering channels; expectation disconfirmation theory, double deviation theory, customer satisfaction, repurchase intention.

Abstract

With the emergence of the sharing economy, more and more online catering platforms have emerged. Recently, the consumption environment of catering industry is significantly different from the past. Many consumers have used food delivery platforms to order their meals, especially when the outbreak of the Covid-19 in Taiwan in May 2021. At present, the Covid-19 pandemic in Taiwan seems to show a sign of easing, consumers are gradually shifting from online catering platforms to physical stores. So it can be seen that most consumers have used both online catering platforms and physical stores to order their meals. In the past, many studies have discussed the benefits of online food delivery platforms and consumer usage factors, but there are no surveys on consumers’ satisfaction and repurchase willingness between physical and virtual channels. Therefore, this study focused on exploring customer’s actual perceived performance and satisfaction on switching between physical and virtual channels, and the effect of satisfaction on different channel’s repurchase intentions in the future. This study adopted a 2×2×2 experimental design, and a total of 300 valid questionnaires were collected. And use SPSS statistical software to analyze relevant variables. The analysis results show that: (1) Whether it is physical channel switch to virtual channel or virtual channel switch to physical channel, when consumers are satisfied with the first consumption and the actual experience on the second time is high performance, the satisfaction of the second time is the highest; the second is that consumers are dissatisfied with the first consumption, while the second actual experience is high performance; the third highest is that consumers are satisfied with the first consumption but the second actual experience is low performance; the lowest is The consumer's first consumption is dissatisfied and the second actual experience is low performance.(2) The second customer satisfaction has a significant positive impact on future repurchase intention. (3) Whether the physical channel switches to virtual channel or a virtual channel switches to physical channel, consumers will have significant differences in the repurchase intention of the two channels in the future, and the physical channel will be the channel with higher repurchase willingness of consumers in the future. 

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Published

2022-05-18