A Single Case Study on How Customer Reviews Shape Brand Trust and Ordering Decision in Fast-Food Delivery Applications

Reamuel R. Bañados (Department of Business Administration and Management Accounting, Faculty of Business Administration, St. Cecilia’s College-Cebu, Inc., Minglanilla, Cebu, Philippines)
Daryl Panerio (Department of Business Administration and Management Accounting, Faculty of Business Administration, St. Cecilia’s College-Cebu, Inc., Minglanilla, Cebu, Philippines)
Nerden M. Canasa (Department of Business Administration and Management Accounting, Student-Researcher, St. Cecilia’s College-Cebu, Inc., Minglanilla, Cebu, Philippines)
Roshan Bariñan Jarina (Department of Business Administration and Management Accounting, Student-Researcher, St. Cecilia’s College-Cebu, Inc., Minglanilla, Cebu, Philippines)
Mary Grace Flores (Department of Business Administration and Management Accounting, Student-Researcher, St. Cecilia’s College-Cebu, Inc., Minglanilla, Cebu, Philippines)
Sheila Mae N. Bucao (Department of Business Administration and Management Accounting, Student-Researcher, St. Cecilia’s College-Cebu, Inc., Minglanilla, Cebu, Philippines)
Trixie Mae Villanueva (Department of Business Administration and Management Accounting, Student-Researcher, St. Cecilia’s College-Cebu, Inc., Minglanilla, Cebu, Philippines)
Daryl Acido Emilgo (Department of Business Administration and Management Accounting, Student-Researcher, St. Cecilia’s College-Cebu, Inc., Minglanilla, Cebu, Philippines)
Froilan Andres (Department of Business Administration and Management Accounting, Student-Researcher, St. Cecilia’s College-Cebu, Inc., Minglanilla, Cebu, Philippines)
Quennie Rose Cabrera (Department of Business Administration and Management Accounting, Student-Researcher, St. Cecilia’s College-Cebu, Inc., Minglanilla, Cebu, Philippines)

JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB)
Vol. 5 No. 4 (2026): AUGUST

This qualitative single-case study explored how online customer reviews influence brand trust and ordering decisions among users of fast-food delivery applications. Data were collected through in-depth focus group discussions with active users of fast-food delivery applications and were analyzed thematically. Five interrelated themes emerged from the findings: (1) Convenience as an Entry Point to Digital Food Consumption, which identified convenience as the primary motivator for adopting food delivery applications; (2) Online Reviews as Cognitive Shortcuts in Restaurant Evaluation and Decision Filters, which revealed that consumers use reviews to simplify restaurant selection and reduce information overload; (3) Trust Formation and Erosion Through Review Consistency, which demonstrated that review credibility, authenticity, consistency, and business responsiveness shape consumers’ trust in restaurants and delivery platforms; (4) Risk Aversion and Defensive Decision-Making Behavior, which showed that previous negative experiences increase perceived risk and strengthen consumers’ reliance on online reviews as a protective mechanism; and (5) Interaction of Reviews with Economic Incentives and Visual Validation, which highlighted that reviews are evaluated alongside promotional offers, pricing, customer-uploaded photographs, service quality, and delivery performance before consumers finalize purchasing decisions. Collectively, the findings demonstrate that online customer reviews function not only as sources of social proof but also as mechanisms for trust development, perceived risk reduction, and informed decision-making within digital food delivery environments. The study concludes that transparent review systems, authentic customer-generated content, consistent service quality, and responsive customer engagement are essential to strengthening brand trust and encouraging repeat purchasing.