Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Beyond the first bite: understanding how online experience shapes user loyalty in the mobile food app market Subject The topic of the resource e-loyalty; e-trust; MFOAs; Online experiences Description An account of the resource In the competitive landscape of mobile food ordering applications (MFOA) in India, the primary focus is enhancing the customer experience to mirror or even exceed their offline meal acquisition experiences. Existing research underscores the pivotal role of a superior online experience in driving business success. Against the backdrop of a dearth of studies addressing online customer experience (OCE), our current research seeks to gain insight into its state and its implications for attitudes and intentions. Specifically, we investigate the impact of OCE on the continued usage intentions (CUI) of new MFOA users. This study not only sheds light on the relationship between OCE and CUI but also presents a fresh configuration of OCE, addressing its varied conceptualization. Furthermore, drawing on data collected from over 400 first-time users of MFOA, our findings reveal that e-satisfaction and e-trust act as full mediators in influencing CUI. Finally, the study also suggests that e-trust mediates the effect of e-satisfaction on the CUI of MFOA users. Our research contributes to our understanding of OCE by specifically highlighting the experiences and outcomes of first-time users of MFOAs. Practitioners should employ strategies including personalized orientation and data gathering, location-based services, in-app messaging, push notifications and gamification techniques to increase OCE and drive CUI. This is a U.S. Government work and not under copyright protection in the US; foreign copyright protection may apply 2024. Creator An entity primarily responsible for making the resource Upadhyay Y.; Baber R.; Paul J.; Baber P.; Cain L. Source A related resource from which the described resource is derived Electronic Commerce Research, Vol-24, No. 2, pp. 799-823. Publisher An entity responsible for making the resource available Springer Date A point or period of time associated with an event in the lifecycle of the resource 2024-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1007/s10660-024-09833-6" target="_blank" rel="noreferrer noopener">https://doi.org/10.1007/s10660-024-09833-6</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85189491064&amp;doi=10.1007%2Fs10660-024-09833-6&amp;partnerID=40&amp;md5=96c3cdb44972927a6ead91d32ad55ce9" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85189491064&amp;doi=10.1007%2fs10660-024-09833-6&amp;partnerID=40&amp;md5=96c3cdb44972927a6ead91d32ad55ce9</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 13895753 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Upadhyay Y., ITM University, NH-44, Bypass Turari, Jhansi Road, Madhya Pradesh, Gwalior, India; Baber R., School of Business and Management, Christ University NCR, Karnataka, Bengaluru, India; Paul J., University of Puerto Rico, San Juan, Puerto Rico; Baber P., School of Studies in Management, Jiwaji University, Gwalior Madhya Pradesh, India; Cain L., Chaplin School of Hospitality &amp; amp; Tourism Management, Florida International University, 3000 Northeast 151 Street, North Miami, 33181, FL, United States