Financial Risk H

Perceived Risk
1
Service risk Attitude

Information risk H
2
Food Quality Perceived Value H
6
Hygiene

Convenience

Time of refund H Behavior

3

Online Food Tracking

User friendly website Perceived H

Innovativeness 7

User friendly apps

H
4
Brand Reputation

Customer Satisfaction
Brand credibility
Reputation
Brand Experience

Availability of
customer service
channels
H H8
Prompt Response 5

Personalization of
customer service Responsiveness Brand Loyalty

Figure 1: Graphical model of impact of return policy on consumer’s behavioral intention towards CK
(Cloud Kitchen)