Jacksonville Researchers Uncover Impact of Consumer Effort on Brand Loyalty in Food Delivery Apps

Jacksonville Researchers Discover Link Between Effort and Brand Loyalty in Food Delivery Apps

Jacksonville, Fla. – In a world where convenience often trumps effort, two marketing professors from Jacksonville University have found a surprising connection between consumer effort and brand loyalty when using food delivery apps. Their research, recently published in Services Marketing Quarterly, provides fresh insights into how consumers relate to brands in the era of online ordering.

Who Conducted the Research?

The study was conducted by Dr. Irina Toteva and Dr. Selen Savas-Hall, both faculty members at the Davis College of Business and Technology at Jacksonville University. The professors aimed to understand the dynamics of consumer interactions with food delivery services and the implications for brand loyalty.

What Did They Discover?

The research, titled “Perceived Effort in the Co-Creation of Electronic Services and Influence on Brand Loyalty: The Case of Food Ordering Apps,” reveals that consumers tend to feel a deeper connection to brands when they invest their own effort into the ordering process. The study highlights a phenomenon referred to as the labor-to-love effect, where the effort exerted translates into emotional attachment to a product or service.

Where Did This Take Place?

The findings stemmed from observations and experiments based at Jacksonville University, a region known for its burgeoning digital economy and increasing reliance on third-party food delivery apps. With the online food delivery industry valued at a staggering $1.02 trillion last year, the implications of this research are especially vital for businesses in the sector.

When Was This Research Published?

The research results were officially published on October 23, 2024, marking a significant contribution to understanding consumer behavior in electronic services.

Why Is This Important?

The significance of this study lies in its findings that perceived effort can enhance brand loyalty. When consumers encounter risks, such as concerns about data privacy or potential service failures, they often feel a greater sense of loyalty to the brand if those risks are mitigated successfully. According to Toteva, overcoming uncertainty—like receiving a hot meal on time—can solidify a consumer’s attachment to the service.

Implications for Businesses

What makes this research particularly relevant is its broader application across various service industries beyond food delivery. Savas-Hall pointed out that any business facilitating a consumer’s service experience through technology, be it a salon appointment app or a grocery delivery service, can benefit from emphasizing the role of effort in building customer loyalty.

Understanding Consumer Behavior

As consumers engage in the food ordering process, their perception of the effort they put in can markedly influence how they view their relationship with the restaurant. The research indicates that those who actively participate in creating their service experiences through apps feel a stronger commitment to those brands. Thus, the more effort a consumer feels they contribute, the more likely they are to remain loyal to that service provider.

Conclusion

As Jacksonville University’s Davis College of Business and Technology continues to explore the relationship between consumer effort and brand loyalty, their findings offer crucial insights for businesses aiming to enhance customer relationships in the evolving digital marketplace. In an age dominated by convenience, understanding the emotional relationship with brands remains essential for fostering lasting loyalty.