, /PRNewswire/ — We’ve all had days where we don’t feel like going out for dinner, so we whip out our cell phones and place an order on DoorDash or some other third-party food app, an online food delivery industry projected at $1.02 trillion last year alone.
Two Jacksonville University Davis College of Business and Technology marketing professors, Drs. Irina Toteva and Selen Savas-Hall, uncovered in their new research that consumers will feel a stronger connection to a company or a brand if they put effort into creating something with that company or brand through a third-party app.
The marketing duo recently had their research, “Perceived Effort in the Co-Creation of Electronic Services and Influence on Brand Loyalty: The Case of Food Ordering Apps” published in Services Marketing Quarterly.
“This is the first research to investigate the role of perceived effort in electronic services and the influence on brand loyalty,” said Toteva, a JU assistant …