Global Journal of Management and Business Research, E: Marketing, Volume 23 Issue 2

Consumers’ Food Delivery Apps (FDAs) Continuance Intention: An Empirical Investigation using the Extended UTAUT2 Model 13 Global Journal of Management and Business Research Volume XXIII Issue II Version I Year 2023 ( )E © 2023 Global Journals technology. As a result, individuals who utilize food delivery apps do not require a great deal of effort expectancy or habit. On the other hand , it was determined that the amount of time saved was inconsequential as a result of the delays experienced by the meal delivery service. Because of the country’s notoriously poor traffic system, it may take up to an hour for a consumer in Bangladesh to receive an order. Therefore, enterprises that provide meal delivery services ought to be aware of how much time clients spend using their apps and how much effort they exert. If food delivery service providers are able to meet the expectations of their clients, those clients will become aware of the benefits offered by the provider’s services, and they will feel content with those services. This will also add value to the enterprises. b) Theoretical Implications The current study contributes to the growing corpus of literature investigating the usage of FDAs(Shah et al., 2023) and the UTAUT2 theory in the hospitality field. Theoretically, this study confirms several crucial constructs of UTAUT2 in the context of Bangladesh, including PE, SI, FC, HM, and PV. However, we found no significance in the EE and HT constructs. Moreover, this study added three additional determinants to the UTAUT2 model: time-saving (TS), information quality (IQ), and convenience (CO). By adding these three determinants, it is also confirmed that information quality and convenience contribute to continued usage intention. However, time-saving was revealed as an insignificant factor for the continued use of FDAs, an essential contribution of this study. In addition, this study contributes to the literature on online food delivery services, and its framework can be used as a basis for future research in the food delivery service industry. We also conducted a comprehensive literature review, which revealed that no analogous research had been conducted in the context of Bangladesh. Numerous studies were discovered in the neighboring nations, for instance, in Vietnam (Nam et al., 2021), Thailand (Jaroenwanit et al., 2022), Malaysia (Yapp & Kataraian, 2022), India (Bhotvawala et al., 2016). c) Practical Implications In addition to theoretical contributions, this study provides practical implications for the FDAs developers, restaurant delivery service organizations, and the hospitality industry regarding the factors that should be considered in designing and marketing FDAs. The first implication of the findings is that quality information about FDAs induces customers to stick with using FDAs in the long run. Information such as food variety and quality, restaurant variety, price comparison of similar items, promotional marketing information, review of the restaurant's quality, choice of delivery brands, multiple payment systems, and more are critical to keeping customers loyal to FDAs. Second, convenience persuades customers to order food using FDAs continuously. Easy searching for quality food, for instance, suggesting the food ordered by the highest number of customers, reduction of risk in payment system, contactless order and payment, home delivery, and more should be considered while developing FDAs. Third, time saving is another important determinant for the continuance usage intention of FDAs. Quick ordering, prompt payment, speedy delivery, and swift navigation systems would save customers time. Thus, FDAs developers and food delivery organizations should consider these issues to keep their current users. Fourth, hedonic motivation is another influential factor for customer retention. The visual appeal of the website, pretty presentation of the food products in images, text, and video, gamification in the FDAs, hyper-link for broad information, celebrity endorsement of products, live product presentation through social media, and more can ensure the hedonic motivation of customer for continuous use of FDAs (Barua, 2022). Fifth, app developers may create long-term customer relationships by guiding healthy eating habits. For this, developers may include services such as monitoring calorie intake, preserving records of nutrition consumed, and enabling consumers to set their daily nutrition targets. VII. L imitation and F urther S tudy Although this study present s noteworthy theoretical and practical advances, it remains exempt from certain limitations. We did not consider any mediating or moderating variable in this research, although prior studies have suggested that investigating them provides a deep insight into the study (Barua & Barua, 2021; Barua et al., 2020; Wang et al., 2023). Therefore, future research may include variables such as gender, age, and experience as such constructs. Another limitation is that the sample used in this research was collected only from Chittagong, a metropolitan city in Bangladesh, which restricts the generalization of our findings. Future research may conduct cross-culture studies for a better understanding of the matter. Collecting data at only one period would be another limitation of the study because human behavior may change from time to time. Therefore, conducting a longitudinal study, according to Suhartanto et al. (2019) and Sagib and Barua (2014), would overcome this study's limitations. R eferences R éférences R eferencias 1. Aarts, H., Verplanken, B., & Van Knippenberg, A. (1998). Predicting behavior from actions in the past: Repeated decision making or a matter of habit? Journal of applied social psychology, 28 (15), 1355- 1374. 2. Agarwal, V., & Sahu, R. (2022). Predicting repeat usage intention towards O2O food delivery: