Dataset.

The millions-worth revenue derived from large-scale food delivery characterises the service as a relatively established phenomenon with potential growth. The current cross-sectional research examined online food delivery service quality on consumer satisfaction and reuse intention. Service quality was divided into seven categories (i.e., reliability, assurance, security, maintaining food quality, system operation, traceability, and perceived service value). Perceived service value offer the unique understanding of the online food delivery consumer satisfaction. Empirical data were elicited from 1352 valid respondents and subsequently assessed through the partial least square structural equation modelling. Findings revealed that reliability, assurance, maintaining food quality, system operation, traceability, and perceived service value could elevate customer satisfaction and optimize the intention to reuse food delivery services. Specific measures to improve service quality, including staff training, improved after-sales service, and system optimisation, were proposed to increase users’ satisfaction and intention to reuse optimally.

依托大规模外卖配送所产生的百万级营收，表明该服务已成为较为成熟且具备增长潜力的业态。本项横断面研究探讨了在线外卖配送服务质量对消费者满意度及复购意愿的影响机制。研究将服务质量划分为七大维度，即可靠性（Reliability）、保证性（Assurance）、安全性（Security）、餐品品质保障（Maintaining Food Quality）、系统运营（System Operation）、可追溯性（Traceability）以及感知服务价值（Perceived Service Value）。感知服务价值是解读在线外卖消费者满意度的独特视角。本研究共回收1352份有效问卷作为实证数据，并通过偏最小二乘结构方程模型（Partial Least Square Structural Equation Modelling）开展分析。研究结果显示，可靠性、保证性、餐品品质保障、系统运营、可追溯性及感知服务价值均可提升消费者满意度，并强化其外卖配送服务复购意愿。据此，研究提出了包括员工培训、优化售后服务及系统优化在内的服务质量提升具体举措，以最大化提升用户满意度与复购意愿。