Service Quality and Behavioral Intention: The Mediating Effect of Satisfaction in Online Food Ordering Services

Abstract

Perceived Service Quality, Customer Satisfaction and Behavioral Intention have always been of great interest for marketers. Present
study explores the interrelationships among Perceived Service Quality component (i.e. Webs it design, Reliability, Responsiveness, Trust & Personalization), Satisfaction and Behavioral Intention (i.e. Intention to revisit and recommend) for online food ordering service providers. Cross sectional survey design followed with convenience sampling was used to draw a sample of 371 respondents. The hypothesized relationships were tested with the help of Multiple Regression and the mediating effect was analyzed through Hierarchical Regression. Findings of the study propose that perceived service quality is a predecessor of customer satisfaction and satisfaction performs a mediating role between service quality and behavioral intention. Further, perceived service quality directly affects behavioral intention, inferring that the impact of service quality on behavioral intention is as essential as that of satisfaction.