Abstract
The food delivery industry has been transforming consumers’ eating habits by enhancing convenience offered through food delivery applications (FDAs), encouraging them to order increasingly. This paper integrates the e-SELFQUAL model and equity theory to understand consumer behavior by evaluating how food quality, self-service quality, and consumer satisfaction influence the advocacy and reuse intention of the FDAs. The findings indicate that food quality and self-service quality have a substantial impact on consumer satisfaction, which drives advocacy and reuse intentions. Furthermore, the analysis reports a mediating effect of self-service quality and advocacy. The study’s originality resides in the integrated framework of the e-SELFQUAL model and equity theory accompanied by necessity logic. The study findings emphasize focusing on control, customer service, and service fulfillment to enhance consumer satisfaction, which benefits the sales of practitioners by driving long-term consumer engagement.
