INVESTIGATING USER SWITCHING BEHAVIOUR ON MOBILE FOOD DELIVERY APP IN INDONESIA: A PUSH- PULL-MOORING (PPM) FRAMEWORK

• Main Author: Olivia Rawis, Stella
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/66835
• Institution: Institut Teknologi Bandung

Due to COVID-19 Pandemic, mobile food delivery apps (MFDA) are the solution for ordering food at the restaurant. People can enjoy their favourite dishes through their smartphones without going outside. The MFDA players developed the features that make the user more comfortable. For instance, a personalized menu facilitates users to order specifically; low sugar in a cup of coffee, toppings on pizza, level of spiciness on nasi goreng, and many more. The appearance and interface were designed based on user perception, making a low difference between an MFDA and others. Therefore, unlike other mobile apps, customer movement will be more dynamic while using MFDA. In order to understand the user migration, this study use PPM (push-pull-mooring) framework to classify antecedents of the switching behaviour. Based on the migration theory, the push construct refers to all factors that make users move out. The elements that make users move to the alternatives are identified as pull factors. Last, the barriers to the movement are described as a mooring factor. A multi-method analysis is conducted in this study. The literature review and Focus Group Discussion (FGD) were implemented to determine the factors in the MFDA context. The results found six constructs as the antecedents; app attribute issue, research behaviour, switching cost, habit, perceived price benefit and alternative attractiveness. Then, the analysis continues using the PLS-SEM technique to examine the relationship between the factors and switching behaviour. The results contribute to the practical and managerial understanding of switching behaviour in the MFDA context.