With the rise of Covid-19, mobile ordering has become one of the most popular ways to get food. At its height, Covid-19 caused restaurants to shut down and forced businesses to move to a more mobile and delivery-friendly plan. Now, venues for concerts, large events, and sports have started to offer the option of mobile ordering food to be delivered directly to your seat. Mobile ordering has made the food service industry even more accessible; however, it has also brought to light the issue of tipping. Traditionally, tipping was only done at full-service restaurants. Now, businesses like Starbucks, Mcdonald's, and DoorDash ask you to tip before you have received the food when you mobile order. This paper examines the relationship between the platform consumers use to order and consumer return intentions. It also examines whether tip amount and tip likelihood have moderating effects.
Kemp, G. M. and Boman, L. (2023). The effect of ordering method on consumer return intentions. Association of Marketing Theory and Practice Proceedings 2023. 20. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2023/20