JACKSONVILLE, Fla. — Two marketing professors in Jacksonville University’s Davis College of Business and Technology, Ph.D. Irina Toteva and Seren Savvas Hall have made a groundbreaking discovery. Consumers form stronger brand loyalty when they perceive effort when using food ordering apps like DoorDash and Uber Eats. Their study, titled “Perceived Effort and Impact on Brand Loyalty in Electronic Service Co-Creation: The Case of a Food Ordering App,” recently service marketing quarterly.
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“This is the first study to investigate the role of perceived effort in electronic services and its impact on brand loyalty,” said Dr. Toteva, assistant professor in the JU Department of Marketing. “Our study describes a mechanism for brand loyalty, which is due, in part, to the labor-versus-affection effect, where effort translates into attachment to an item.”
The professors found that when consumers perceive higher risks in using third-party apps, such as privacy concerns or potential service failures, they become more loyal to a brand if the results are positive. I discovered that it is possible. “When consumers take on this risk and it turns out to be a positive outcome, they overcome that uncertainty and become more loyal to the brand,” Toteva explained.
Dr. Toteva first became interested in this topic when she browsed Instagram and noticed her work with online clothing brands. This led to the idea that approaches to app-based services, such as food ordering, might influence consumer attachment.
“We found that consumers who perceived themselves as making an effort to order food were more likely to feel like they were continuing to build a relationship with the restaurant provider,” says Marketing. said Dr. Sabath Hall, associate professor of international business. This perceived co-creation strengthens customer brand loyalty.
This study highlights that this phenomenon is broadly applicable to other industries such as grocery, fashion, and ride-sharing, where customer efforts are recognized and brand connections are strengthened. There is a possibility.
Jacksonville University’s Davis College of Business and Technology is the only private university in North Florida and South Georgia to be accredited by AACSB, ABET, and AABI, and is dedicated to advancing student career success through a high-quality applied education. I’m doing it.
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