The rapid expansion of online food delivery (OFD) services has transformed food consumption behaviour and

intensified competition among digital platforms. While prior research has explored service quality dimensions

such as food quality, price fairness, and app usability, less attention has been given to time- related service

performance, particularly delivery time guarantees (DTG) and delivery time accuracy (DTA), despite their

prominence in shaping consumer perceptions. This conceptual paper synthesises literature from service quality

theory and Expectation–Confirmation Theory (ECT) to propose a framework explaining how DTG and DTA

influence customer satisfaction, trust, and loyalty in OFD contexts. The proposed model positions DTG and

DTA as central dimensions of time-based service quality, while recognising contextual influences such as price

sensitivity and convenience orientation. By reframing delivery reliability as a strategic promise rather than an

operational metric, this paper extends expectation–confirmation theory (ECT) to the digital food delivery

profoundly. Health concerns and movement restrictions encouraged many to turn to online food delivery (OFD)

services, and this shift has persisted even as restrictions eased. Platforms such as GrabFood, Foodpanda, and

ShopeeFood have become an integral part of daily life, offering convenient, app-based access to meals. As these

services became more common, customer expectations have risen — people now expect deliveries to be fast,

reliable, and consistently on time. Meeting these expectations is no longer optional; timely delivery has become

The surge in OFD demand has also intensified competition among service providers, forcing companies to focus

on operational efficiency and reliability to retain customers (L et al., 2024). Research highlights that loyal

customers demonstrate their commitment through repeat purchases and positive attitudes (Sidharta et al., 2021),

while satisfied users are more likely to reorder and recommend services to others (Zhong & Moon, 2020). In

been further accelerated by structural shifts in consumer behaviour, such as greater reliance on mobile

applications, the proliferation of e-commerce ecosystems, and lifestyle changes associated with urbanisation

and post-pandemic mobility restrictions (Koay, Ong, & Goh, 2022; Suhartanto et al, 2019). Within this rapidly

evolving service landscape, operational performance metrics have been recognised as key differentiators of

competitive advantage, with delivery time guarantees (DTGs) and delivery time accuracy (DTA) frequently

identified as particularly salient. DTGs are defined as explicit commitments provided by service platforms

regarding the expected delivery timeframe, while DTA is understood as the degree to which actual performance

From a services marketing and consumer behaviour perspective, DTGs and DTA are regarded as critical quality

cues that shape perceptions of service reliability and the overall customer experience. Within the framework of

trigger perceptions of procedural and distributive unfairness unless timely and proportionate recovery actions

are undertaken (Gürler & Erturgut, 2024; Ma & Sun, 2024). Over time, the consistent fulfilment of DTGs and

the achievement of high DTA are associated with the development of attitudinal loyalty—reflected in positive

word-of-mouth and emotional commitment—and behavioural loyalty, expressed through repeat purchases and

sustained platform use (Sidharta et al., 2021; Zhong & Moon, 2020). As a result, the management of delivery

promises and their accuracy is increasingly viewed as a strategic mechanism for fostering long-term customer

Customer loyalty in online food delivery (OFD) services is a complex construct that has behavioural and

attitudinal components. Essentially, it can be referred to as a long-term desire and commitment of a consumer

On the other hand, the attitudinal dimension reflects a more profound psychological attachment, such as

emotional attachment and a strong preference towards a specific service that can last even in the face of

competition price incentives or even offers (Oliver, 1999; Koay, Cheah, and Chang, 2022). A growing empirical

literature supports the idea that the quality of service, its reliability, and responsiveness are the key factors of

loyalty in the context of the OFD services (Arli et al., 2014). Service reliability: such as correct fulfilment, on-

time delivery, etc. has a direct influence on how consumers perceive platform reliability. In addition,

convenience and ease of use, which are reflected in smooth payment methods, user-friendly design of the

interface and personalisation options have a significant impact on retention and reduce switching behaviour

(Siddiqi et al., 2024; Sawmong et al., 2023). Still, the perceived value effect on loyalty may be reduced by

increased price sensitivity; consumers who are very price-conscious tend to switch more so when they have

factors, also becomes the key element in determining further interaction between customers and a platform

Similarly, trust, particularly in the protection of personal information and maintenance of platform security, has

demonstrated to increase long-term commitment (Gunawan and Chandra, 2024). In addition, comfort and

usability, such as a smooth process of payment and convenient, straightforward interfaces of the apps and apps

contribute significantly to retention (Siddiqi et al., 2024). All in all, customer satisfaction mediates the

correlation between a variety of service features and loyalty, and price consciousness might mediate the impact

of perceived value, making cost-conscious users more inclined to switch to alternative platforms in case better

To assess customer loyalty in online food delivery (OFD) platforms, it is necessary to take into account a

Aspects of personalization and tangibility of the services that include the proper temperature of the food when

it is delivered, also influence customer perception and boost the experience. Simultaneously, the satisfaction of

the customers depends on a complex of factors, such as menu choice, quality of food delivery, the timeliness of

delivery, and simplicity of ordering and payment procedure. When these components work in unison, they

become satisfied, which enhances the attitudinal and behavioural loyalty of the customers towards the platform

Due to that, when online food delivery services offer value and reliable services to customers in a personalised

manner, they tend to leave positive feedback and leave positive comments more often (Alsalman and Nafea,

2024). Attitudinal loyalty may go beyond the sustained usage to brand advocacy, in which they are so satisfied

that they actively suggest the application to others due to their trust in the credibility and reliability of the

the processes, is also important in fostering this attitudinal allegiance especially when perceived in line with the

expectation of fairness and overall customer satisfaction. Finally, the most potent predictor of attitudinal loyalty

is customer satisfaction, serving as an intermediary factor between service quality, perceived equity, and an

expression of loyalty in the form of positive digital feedback and social word-of- mouth advocacy (Gunawan

Delivery Time Guarantee (DTG) is a type of specialized service assurance in the online food delivery (OFD)

model in which the provider makes a written promise to provide a customer with a maximum delivery time.

This is different from that of general delivery speed, which is a typical or approximate time of delivery with no

guarantee given to the consumer. DTGs are strategically employed to improve customer satisfaction and develop

speed measures are static and descriptive (Fotouhi and Miller-Hooks, 2023). Internet of Things (IoT)

technologies incorporated into logistics networks boost the precision, stability, and effectiveness of DTGs,

allowing them to track objects in real-time, predict, and guide through route changes. But these technological

advances have come with cost implications and competitive issues and service providers must find a balance

between spending on logistics and positioning themselves strategically in the market. As a result, DTGs

represent a more proactive service strategy aimed at predicting and forming customer expectations and

enhancing the perceived service quality. Such strategy contrasts with the reactive assessment of the general

The aspect of promising a designated delivery period can be seen as an important tenet of the gap model of

service quality wherein satisfaction is attained when the actual performance of the service like the delivery time

conforms or surpasses the expectations initially. Customers will feel that few gaps in the service provision when

Also, by offering time-based promises of delivery, like, delivered in 30 minutes, or it is free, there is both an

obvious and quantifiable expectation that can build a better customer trust by lessening uncertainty and

The mobility of students is also high, which further increases the necessity of the correct delivery updates in

real time because the orders can be received in different places, including dormitories, libraries, lecture halls,

etc. (Noh et al., 2024). Moreover, the high reliance on digital technology and inclination to convenience-based

timeline may cause discontent, which will go viral through peer influence and word- of-the-mouth (WOM),

time or the discount amount more important? Marketing Intelligence & Planning, 42(7), 1299–1329.