Intangible E-service quality and Consumers’ Reuse Intention During Covid-19 Pandemic: Food Ordering Aggregator AAPs (FOAA) in Saudi Arabia

Abstract

Existing related literature to service quality and it is measures has mainly focused towards online\offline\O2O and attitudes and satisfaction relationship to e-services in general. The competition in the Saudi food ordering aggregator apps “FOAA” market is growing dramatically due to the high demand motivated by COVID-19 pandemic risk. Accordingly, firms that operating a FOAA had to adapt localisation strategy to meet Saudi market needs. Therefore, the author explores that intangible dimensions of the service quality scale are highly related to intangible products such as FOAA. This study aims to investigate the intangible E-SERV-QUAL scale structural correlation to e-satisfaction, perceived risk, perceived usefulness and intentional behaviour. This aim was achieved via introducing an integrative conceptual framework based on E-SERV-QUAL, Theory of Planned Behaviour (TPB) and Technology Acceptance Model (TAM). This study’s findings were obtained based on 367 acceptable questionnaires that were collected online from Saudi residents due to COVID-19 precautions. The collected data was analysed by the Partial Least Square SEM (PLS-SEM). The findings were in favor to the formed theoretical assumptions. Theoretical and managerial contributions are presented along the identified limitation.