Enhancing consumer experience in food delivery through hybrid analytical models

Purpose – This study examines the influence of food biosafety measures (FBM), electronic-service quality (e-SQ), product quality (PQ) and brand image (BI) on electronic-consumer satisfaction (e-CS) and electronic-loyalty (e-LO) in online food delivery services (OFDS). It aims to identify key determinants of consumer behaviour and provide strategic recommendations for improving customer retention. Design/methodology/approach – A hybrid approach combining structural equation modelling (SEM) and artificial neural networks (ANN) analysed data from 1, 709 participants in five Colombian cities. SEM evaluated linear relationships, while ANN explored nonlinear interactions and predictor importance. Findings – FBM and PQ emerged as the most significant drivers of e-CS and e-LO, with FBM exerting the strongest influence. e-SQ had a smaller positive effect on e-CS, while BI unexpectedly showed a negative relationship with both outcomes, suggesting tangible attributes outweigh brand perception. These findings stress prioritizing safety and quality over branding. Originality/value – This research applies the behavioural perspective model (BPM) to digital food delivery, highlighting how utilitarian and informational reinforcers shape satisfaction and loyalty. The hybrid SEM–ANN model captures both causal and nonlinear patterns, enhancing predictive precision. It contributes novel insights into loyalty formation within OFDS.