Computation analysis of Brand Experience Dimensions: Indian Online Food Delivery Platforms

Online Food Delivery Platforms (OFDPs) has witnessed phenomenal growth in the past few years, especially this year due to the COVID-19 pandemic. This Pandemic has forced many governments across the world to give momentum to OFD services and make their presence among the customers. The Presence of several multinational and national companies in this sector has enhanced the competition and companies are trying to adapt various marketing strategies and exploring the brand experience (BEX) dimension that helps in enhancing the brand equity (BE) of OFDPs. BEXs are critical for building brand loyalty (BL) and making companies profitable. Customers can experience different kinds of brand experiences through feeling, emotions, affection, behavior, and intellect. The present research work is taken up to analyze the factors affecting BEX and its impact on BL and BE of the OFDPs and analyze the mediating role of BL in the relationship between BEX and BE of the OFDPs in the Indian context. A survey of 457 Indian customers was carried out. A questionnaire was used for data collection and a mediation study was used to test hypothesized relationships. Our computational analysis reveals that BEX influences the BL and BE of OFDPs. The study further indicates that BL mediates the relationship between BEX and BE of OFDPs. The effective marketing and relationship management practices will help company to enhance BEX that will enable in enhancing BL and raising BE of their product. It therefore provides a more thorough analysis of BEX constructs and their consequences than previous research. Some of the managerial implication, limitations, and scope of future research are also presented in the study.