THE MEDIATING ROLE OF CONSUMER PERCEPTION ON FOOD SAFETY IN THE RELATIONSHIP BETWEEN E-SERVICE QUALITY AND CUSTOMER BEHAVIORAL INTENTION OF ONLINE FOOD DELIVERY

Issues of poor food quality, lack of trust, insufficient customer responsiveness, and unreliable service, significantly influence customer behavioral intentions toward online food delivery (OFD) services through social media in tourism-dependent regions like Samal Island, Philippines. This research analyzed the influence of e-service quality and perceptions of food safety on customer behavioral intentions regarding online food delivery platforms. Data were collected from 381 Samaleños utilizing a descriptive-correlational research design, employing both simple random and snowball sampling methods. The main method used to collect data was an adapted survey questionnaire. Mean, standard deviation, Pearson correlation, multiple regression, and the Sobel Z-test were some of the tests used to look at the data. The findings indicated significant positive correlations between e-service quality, perceptions of food safety, and customer behavioral intentions. Food safety perception significantly influenced behavioral intention and partially mediated the relationship between e-service quality and behavioral intention, consequently improving its overall effect. The results corroborate the Theory of Planned Behavior and highlight the necessity for OFD providers to implement customer-focused, digitally adaptable strategies. Staff training in hygiene and digital communication, transparent operations, and clear service recovery protocols are essential for enhancing trust, satisfaction, and loyalty in tourism-driven markets.