An exploratory study of Generation Y and Z satisfaction and loyalty with mobile food ordering applications in the United States

Purpose: The purpose of this research is identify factors that influence purchasing decisions and use of mobile food ordering applications and also that will create stronger bonds of mobile-satisfaction (M-Satisfaction) and mobile-loyalty (M-Loyalty). Research design, data and methodology: Qualitative data was collected. Methods of empathy-based stories (MEBS) was used to evaluate the perceived values and use of Mobile Food Ordering Application (MFOA). Descriptive data was also used to examine the perception and behaviour of the young generations’ on MFOA. Results: A total of 9 value factors that influence M-Satisfaction and M-Loyalty were extracted from the positive story while a total of 7 value factors were extracted from the negative story. The quality food factor resonated more than any other factor for data from both positive and negative stories. Interestingly, the two factors quality of reputation and delivery staff customer service are the two that are mentioned more in the data from the negative story. It is interesting that contactless food delivery during COVID-19 stay-at-home orders factors was mentioned 11 times. Conclusions: The findings contribute to the understanding of Generation Y and Z consumer behavior, along with mobile-satisfaction and mobile-loyalty in terms of mobile food ordering applications.