Beyond app or food quality: How does online food delivery rider service shape consumer satisfaction and app reuse behaviour?

The primary objectives of this study are to explore the determinants and attributes of perceived service quality among food delivery riders and to examine how their perceived service quality, an assessment tool in interactive marketing, impacts user satisfaction and likelihood of reusing the food delivery app. An exploratory study utilising primary and secondary data was conducted to identify the determinants and attributes of service quality for online food delivery riders in Bangladesh. Using a questionnaire, data were collected from 338 validly sampled food delivery app users and analyzed quantitatively. Findings suggest that interactive marketing impacts online food delivery user satisfaction and app reuse intention. The most significant predictor of food delivery app reuse is satisfaction. Customer satisfaction is significantly impacted by assurance, followed by personal quality and reliability. Reliability is the only factor that directly and indirectly influences food delivery app reuse intention. The remaining two factors are entirely mediated by satisfaction. This study is the first to identify the determinants and attributes of perceived service quality of online food delivery riders. Finally, this study used the S-O-R paradigm to assess how food delivery riders' perceived service quality stimulates user satisfaction, which in turn influences behavioural intentions through the lens of interactive marketing.