Examining the relationship between service quality, customer satisfaction, and repurchase intention in online food delivery services

Abstract

This study examined the relationships among service quality, customer satisfaction, and repurchase intention among users of online food delivery services in Minglanilla, Cebu. Specifically, it assessed perceived service quality, customer satisfaction, and repurchase intention and identified the significant relationships among these variables. Using a descriptive-quantitative correlational research design, the study collected data from 102 qualified respondents selected through purposive sampling, using a structured questionnaire administered via Google Forms. The research instrument demonstrated excellent reliability, yielding a Cronbach's alpha coefficient of .959. Descriptive statistics, including the mean and standard deviation, were used to describe the variables, while Spearman's rho correlation analysis examined the relationships among them. The findings revealed high perceived service quality, customer satisfaction, and repurchase intention among respondents, with reliability and order accuracy as the highest-rated service quality dimensions. Correlation analysis further revealed significant positive relationships between service quality and customer satisfaction (r = .78, p < .001), customer satisfaction and repurchase intention (r = .82, p < .001), and service quality and repurchase intention (r = .74, p < .001). These results indicate that higher perceptions of service quality are associated with greater customer satisfaction and stronger intentions to repurchase. The study concludes that maintaining high service quality standards is essential to enhance customer satisfaction, encourage repeat patronage, and strengthen customer retention in the online food delivery industry. The findings offer valuable insights for platform developers, restaurant partners, and delivery service providers to develop strategies that improve customer experiences and sustain long-term business performance.