THE EFFECT OF SERVICE QUALITY AND PRICE ON CUSTOMER LOYALTY IN ONLINE CULINARY BUSINESSES
DOI:
https://doi.org/10.1234/ijebs.v2i1.106Keywords:
Businesses, Customer Loyalty, Online Culinary, Service Quality, Food IndustryAbstract
This systematic literature review examines the influence of service quality and price on customer loyalty within online culinary businesses. Amid rapid digital transformation in the food industry, understanding loyalty drivers is critical for sustaining competitive advantage. Guided by the PRISMA framework, 40 empirical studies published between 2014 and 2024 were analyzed. The findings reveal that service quality particularly in terms of responsiveness, reliability, and digital usability remains the primary determinant of loyalty, while price influences loyalty through perceived value assessments rather than absolute cost. High service quality can mitigate price sensitivity, and transparent pricing enhances trust. Theoretical models such as the Technology Acceptance Model (TAM), Service-Dominant Logic (SDL), and Expectation Confirmation Theory (ECT) were frequently employed to explain these relationships. Methodological trends favored quantitative approaches, though notable gaps include limited demographic diversity and a shortage of longitudinal studies. This review offers integrated insights for academic theory development and practical strategies for enhancing loyalty in online culinary platforms through service excellence, value-based pricing, and participatory customer engagement.
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