The Impact of Key Values of Mobile Technology Applications on Customer Satisfaction and Loyalty: The Moderating Role of Access Frequency

Abstract

The main purpose of this research project is to examine the impact of the key attributes of the mobile technology application (MTA) in casual dining restaurants in Vietnam, on customer satisfaction and customer loyalty of the Golden Gate restaurant chain. The key attributes of the MTA of the Golden Gate restaurant were recognised in the application of Technology Acceptance Model (TAM). They were grouped into two key values: hedonic and utilitarian values. Social Exchange Theory (SET) was cited to justify the moderating role of access frequency of the MTA in the impacts of the attributes of the MTA on customer satisfaction and loyalty. It assumes that a customer accesses a site or uses a technology more frequently when the customer finds that a benefit or value can be created to satisfy product/service need. An online self-administered survey was conducted because of the influence of the COVID-19 pandemic along with its benefits, considering the anonymity and privacy of the respondents as well as the honesty of answers. Data were collected from 150 respondents via the convenience sampling technique in a social networking site (Facebook). A series of multiple regression analyses were run on SPSS software to test the hypotheses. It was concluded that both hedonic and utilitarian values had significant positive impacts on both customer satisfaction and loyalty. Among them, the hedonic value was the strongest determinant. Furthermore, access frequency moderated the relationship of the hedonic value with customer satisfaction as well as the impact of the utilitarian value on customer loyalty. Nevertheless, the change in the access frequency had no moderating impacts on the relationship between the utilitarian value and customer satisfaction as well as the effect of the hedonic value on customer loyalty. Thus, the study is significant to add hedonic and utilitarian values to TAM and practically suggest the Golden Gate to creatively make new decorations, improve the user-friendliness, and adjust the styles of the vouchers or the presentation of the meals flexibly in line with key events, for example, to celebrate users' birthdays or national holidays.