UNLOCKING LOYALTY IN THE DIGITAL ERA: A HYBRID FUZZY E-DELPHI AND CFA ANALYSIS OF DIGITAL FOOD PLATFORMS IN THAILAND
UNLOCKING LOYALTY IN THE DIGITAL ERA: A HYBRID FUZZY E-DELPHI AND CFA ANALYSIS OF DIGITAL FOOD PLATFORMS IN THAILAND

Summary/Abstract: In Thailand's digital economy, digital food platforms (DFPs) are increasing significantly, and changing the customer consumption habits. However, as a consequence of intense consequences and a quickly evolving consumer landscape, trust is a significant issue. Prior research concentrates on individual aspects and has a narrow measuring structure, which fails to include important drivers in a comprehensive framework. The purpose of this study is to develop and validate a multifaceted loyalty measure for DFPs in Thailand. This research involves a number of conventional methods, including a fuzzy e-Delphi method with 23 experts and confirmatory factor analysis (CFA) of 800 customers in Thailand. The study explores seven key constructs: digital service quality (DQ), food quality (FQ), promotion (PO), overall brand image (OB), customer perceived value (CV), satisfaction (SA), and customer trust (CT). The findings show that each construct has adequate standardized factor loadings, internal consistency, and convergent validity. Furthermore, the second-order confirmatory factor analysis (CFA) has a hierarchical model fit: the seven dimensions together form a higher-order construct of "loyalty," and this framework has a well-structured fit. These results propose a measurement model for loyalty in DFPs and provide consumer insights in the hierarchical measurement structure within Thailand's e-commerce environment.

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