INFLUENCE OF CUSTOMER SATISFACTION AND PERCEIVED VALUE ON LOYALTY TOWARDS ONLINE FOOD DELIVERY SERVICES

Online food delivery services emerged as one of the newest trends in the food service industry providing customer convenience and accessibility of the food they want. In the Philippines, the foodservice market noted as a highly competitive industry and highly driven by the increasing number of value-conscious consumers was adversely affected with the onset of the pandemic. Likewise, the increase in internet penetration, quick access to smartphones, and simplified ebanking systems have resulted in more purchases through online channels. This significant increase in online channels has propelled several food chains. The penetration of online food delivery services in business has provided an additional impression on the economy. As part of the impression, customers must be treated with utmost care and responsiveness. In addition, the need to provide deeper understanding of this premature to better understand essential aspects for business sustainability. Loyalty has long been argued as to what constitute and influence on this variable. The research variables focus on customer satisfaction, perceived value, and customer loyalty. This study examined the influence of customer satisfaction and perceived value towards loyalty of online food delivery services. This quantitative descriptive research design was conducted among 120 respondents based on purposeful sampling technique. The study utilized descriptive statistics, correlation, and regression analysis to establish the influence of independent and dependent variables. Results showed that loyalty is highly influenced by customer satisfaction and perceived value. Therefore, high repurchase decision that leads to customer loyalty is enthused by exceptional customer satisfaction while maintaining a positive percep