Perceived Value as a Mediator: How Customer Experience Outweighs E-Service Quality in Driving Digital Repurchase Intention in Quick-Service Restaurants

Ardo Mohhanto; Muhadjir Anwar; Zainal Abidin Achmad; Thinzar Win

doi:10.38043/jimb.v10i2.7170

Authors

Ardo Mohhanto Universitas Pembangunan Nasional "Veteran" Jawa Timur
Muhadjir Anwar Universitas Pembangunan Nasional "Veteran" Jawa Timur
Zainal Abidin Achmad Universitas Pembangunan Nasional "Veteran" Jawa Timur
Thinzar Win University of Mandalay, Myanmar

DOI:

https://doi.org/10.38043/jimb.v10i2.7170

Keywords:

E-Service Quality, Customer Experience, Perceived Value, Repurchase Intention, Quick-service restaurants, Digital food services, SEM-PLS

Abstract

This study explores the different impacts of e-service quality and customer experience on repurchase intention, with perceived value as a mediator, among digital consumers of Yoshinoya quick-service restaurants in Surabaya, Indonesia. Using Structural Equation Modeling–Partial Least Squares (SEM-PLS) on data from 148 respondents, the results show that e-service quality does not significantly affect repurchase intention (coefficient = 0.166, p = 0.120), while customer experience has a strong direct effect (coefficient = 0.405, p < 0.001). Perceived value mediates the relationship between customer experience and repurchase intention (coefficient = 0.497, p < 0.001), but not between e-service quality and repurchase intention (coefficient = 0.074, p = 0.217). This study contributes to digital service and consumer behavior literature by showing that perceived value acts as a selective mediator, enhancing the impact of customer experience while reducing the role of e-service quality in technology-based QSR environments. Practically, the findings suggest that QSR managers should view e-service quality as a basic requirement and focus on experiential strategies, such as emotional engagement, personalization, and omnichannel consistency, to improve perceived value and maintain customer loyalty in competitive digital food service markets.

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