Modelling the factors influencing e-satisfaction and e-advocacy in organic food services: a hybrid PLS-SEM and ML approach

Purpose This study aims to respond to the recent calls made for research on customer e-advocacy in online organic food services. It examines how e-satisfaction influences user e-recommendation behaviours and provides insights into increasing customer e-advocacy and market growth in the expanding online organic food services sector. Design/methodology/approach A quantitative research design with a deductive approach was used, and purposive sampling was used to select a relevant sample of 312 online organic food services users. Data were analysed using partial least squares structural equation modelling to assess the relationships between e-satisfaction and e-recommendation behaviours. Additionally, machine learning techniques were used to test the robustness and predictive accuracy and uncover deeper patterns in consumer behaviours. Findings The results show that service…