Ryan Lesetja Mathaba
Abstract
This study addresses the gap in research regarding the influence of perceived complementarity on customers’ perception of value and satisfaction with mobile food ordering apps. By integrating network effect theory, customer value, and expectancy confirmation theory, a conceptual model is proposed and tested to investigate how the perceived complementarity of mobile food ordering apps affects customers’ perception of value, specifically hedonic and utilitarian value, and how these factors, along with perceived complementarity, impact customer satisfaction. Data was collected from 385 customers who had previously used food-ordering apps online in Gauteng province, South Africa. Structural equation modelling using SmartPLS software was applied for data analysis.
The results reveal a negative impact of hedonic value on customer satisfaction with mobile food ordering apps. Conversely, a significant and positive relationship is found between perceived complementarity and both hedonic value and utilitarian value. Moreover, perceived complementarity and utilitarian value significantly and positively influence customer satisfaction with the apps. These findings emphasise the importance of perceived complementarity in the context of food-ordering apps. The implications of the study’s findings for improving customer satisfaction with the use of mobile food ordering apps are discussed.