Examining the effects of e-service quality and sales promotion on purchase intention toward the online food delivery service - The case of Now.vn

Abstract

This study aims to explore the impacts of e-service quality and sales promotion on customer’s purchase intention in online food ordering in the case of NOW.vn. A sample of 265 was collected from business students studying in HCMC via convenient sampling method, analyzed by SPSS and AMOS. The results show the positive indirect impacts of e- service quality on purchase intention via customer satisfaction. Besides, the direct positive effects of sales promotion on customer satisfaction and purchase intention are also supported in this study. Academically, this paper provides the opportunity of using the combination of e- service quality dimensions and sales promotions for further studies conducted in this field. Practically, improving current marketing strategy with prioritize of sale promotion and allocating valuable corporate resources to these important components of e-service quality should be focused in order to improve purchase intention. Keywords: e-service quality, sales promotion, customer satisfaction, purchase intention.