Click, eat, repeat: Understanding brand loyalty in Vietnam's online food delivery sector

This study aims to explore the psychological mechanisms that influence brand loyalty behavior in the online food delivery (OFD) sector, with a focus on the roles of brand satisfaction and brand image in shaping brand loyalty. Based on the Stimulus–Organism–Response (S–O–R) framework, the research analyzes how factors such as e-service quality and perceived food quality affect internal psychological responses, thereby leading to brand loyalty. Data was collected in a single phase, with a total of 335 OFD users in Vietnam who had used the service within the past three months. The structural equation modeling (SEM) method was used to test the research hypotheses. The results show that both e-service quality and perceived food quality significantly enhance brand satisfaction and brand image, which subsequently strengthen brand loyalty. Practically, the study provides insights for OFD platforms to improve operational performance, ensure consistent food quality, and build a trustworthy and distinctive brand image. Theoretically, the research applies and empirically supports the S–O–R framework to digital service contexts in developing economies, highlighting the influence of perceptual and psychological factors on non-contact brand loyalty behavior.