Purpose of the paper: Given that in the last year restaurants had to close for months due to the lockdowns, delivery services have become the only bridge between these firms and their customers. Therefore, the paper aims to explore the impact of fear of COVID-19 and perceived risk of eating out during COVID-19 on customers’ attitude toward using delivery services that, in turn, can lead to positive feelings toward them (brand love) up to addictive ones (continuance intention; brand addiction). Methodology: The paper adopts a web-based self-completion survey and a subsequent structural equation modelling. Main Findings: Results highlighted how (i) the impact of fear of COVID-19 and perceived risk of eating out during COVID-19 positively influence the consumers’ attitude of using delivery services; (ii) this attitude triggers a virtuous process that leads to the formation of consumers’ positive and addictive feelings towards delivery services brands. Practical implications: The study identified possible strategies catering firms could adopt to transform their customers into addictive ones. Originality/value: The paper analyzes a sector particularly relevant from the literature (absence of brand addiction studies focused on this industry) and managerial perspective (this industry represents one of the sectors most affected by the pandemic).
Brand addiction in the context of COVID-19: A focus on food delivery services
cioppi marco;curina ilaria;francioni barbara;
2021
Abstract
Purpose of the paper: Given that in the last year restaurants had to close for months due to the lockdowns, delivery services have become the only bridge between these firms and their customers. Therefore, the paper aims to explore the impact of fear of COVID-19 and perceived risk of eating out during COVID-19 on customers’ attitude toward using delivery services that, in turn, can lead to positive feelings toward them (brand love) up to addictive ones (continuance intention; brand addiction). Methodology: The paper adopts a web-based self-completion survey and a subsequent structural equation modelling. Main Findings: Results highlighted how (i) the impact of fear of COVID-19 and perceived risk of eating out during COVID-19 positively influence the consumers’ attitude of using delivery services; (ii) this attitude triggers a virtuous process that leads to the formation of consumers’ positive and addictive feelings towards delivery services brands. Practical implications: The study identified possible strategies catering firms could adopt to transform their customers into addictive ones. Originality/value: The paper analyzes a sector particularly relevant from the literature (absence of brand addiction studies focused on this industry) and managerial perspective (this industry represents one of the sectors most affected by the pandemic).I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
