Delivering trust: how food safety performance drives loyalty across the online ordering journey

Purpose: This research delineates the interdependencies between e-service quality (e-SQ), product quality (PQ) and food biosafety measures (FBM) in shaping consumer satisfaction and loyalty within the online food delivery services (OFDS) landscape. Anchored by the technology acceptance model (TAM) and the theory of planned behavior (TPB), the study integrates these frameworks to examine how perceived service efficiency, reliability, product appeal and biosafety protocols contribute to overall consumer trust and repurchase intentions. Design/methodology/approach: Surveys were conducted on several 100 online food delivery app users, ages 20 to 64, in major cities in Colombia, which provided data for structural equation modeling analysis. Findings: The analysis revealed that reliable, responsive service and appealing food presentation significantly influence consumer perceptions of behind-the-scenes safety protocols during delivery. Strict standards around mitigating contamination risks and verifiable handling at each point further engender trust in the platform and intentions to repurchase among users. The data cement proper food security as pivotal for customer retention. Practical implications: Quantitatively confirming biosafety’s rising centrality provides an impetus for platforms to integrate and promote integrity, safety and traceability protection as a competitive differentiator. Originality/value: The study’s originality lies in its comprehensive exploration of the OFDS quality attributes and their direct impact on consumer loyalty. Besides, it offers valuable insights for both academic and practical implications in enhancing service delivery and marketing strategies.