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JU Davis College of Business and Technology Marketing Professors’ Novel Research Discovers Food Ordering Apps Influence Brand Loyalty

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JACKSONVILLE, Fla., Oct. 23, 2024 /PRNewswire/ — We’ve all had days where we don’t feel like going out for dinner, so we whip out our cell phones and place an order on DoorDash or some other third-party food app, an online food delivery industry projected at $1.02 trillion last year alone.

Two Jacksonville University Davis College of Business and Technology marketing professors, Drs. Irina Toteva and Selen Savas-Hall, uncovered in their new research that consumers will feel a stronger connection to a company or a brand if they put effort into creating something with that company or brand through a third-party app.

The marketing duo recently had their research, “Perceived Effort in the Co-Creation of Electronic Services and Influence on Brand Loyalty: The Case of Food Ordering Apps” published in Services Marketing Quarterly.

“This is the first research to investigate the role of perceived effort in electronic services and the influence on brand loyalty,” said Toteva, a JU assistant professor of marketing. “Our research explains about the mechanism of brand loyalty, which is in part due to the labor-to-love effect, where effort translates into attachment to the item.”

Another interesting finding of this study is that the risk that is involved in using a technology may also be seen as effort. The Davis College professors showed that when consumers perceive higher risk using a third-party app, they show higher brand loyalty to the service provider.

Perceived risk refers to the uncertainty or potential negative outcomes associated with buying and using a product or service. In the case of food-ordering apps, consumers may view the use of technology as risky, fearing issues like privacy breaches or service failures.

“Our study finds that perceived risk can actually enhance brand loyalty,” shared Toteva. “When consumers take on this risk and it turns out positively (e.g., the food is delivered successfully), they feel more loyal to the brand as a result of overcoming that uncertainty. This risk mitigation further solidifies their attachment to the brand.”

Toteva got the idea for the research when she was scrolling through Instagram on her phone.

“I clicked on a promoted post that took me to the sales page of a clothing brand. I started adding some items to my shopping cart, and it occurred to me that this was an effort on my part—I was using my time and energy to evaluate the items and decide if I wanted to add any of them to my cart,” she recalled. “I became curious if this labor-to-love effect could be applicable to consumers who use apps for the ordering of products or services like food.”

The study explores how consumers who order food on an app (such as Uber Eats or Door Dash) perceive the level of effort they contribute to the order and how that perceived effort influences their attachment to the restaurant provider.

“We show that those consumers who perceive they have made an effort into ordering their food are more likely to feel they are continuing to build a relationship with the restaurant provider, and as a result they are more brand loyal to that service provider, compared to consumers who perceive less of an effort,” said Savas-Hall, a JU associate professor of marketing and international business.

While the use of technology (such as food-ordering apps) in the service ordering process can be perceived as automatic and effortless, some consumers perceive the process as effortful, and consequently, they are more aware that they are co-creating the service with the restaurant provider.

“When consumers feel like they are co-creating the service with the food service provider, this shows their willingness to invest resources into their relationship with the food service provider,” explained Toteva. “At the same time, by using the app and putting effort into the order, consumers feel improved self-efficacy (i.e., their confidence in their ability to perform tasks) as they are able to reach their goals through effort, compared to consumers who do not perceive effort in the ordering process.”

The findings of this research are important to consumers and to service industries, such as food, groceries and fashion, where companies co-create various offerings with their customers.

“This study is applicable to any company that provides technology tools to its customers to assist them in the service ordering process. For example, scheduling a service through an app such as a haircut appointment or a fitness class, or using a food-ordering app to order products or using a rideshare app for transportation are all efforts on the side of consumers,” said Savas-Hall.

This study shows that if consumers are made aware that they contribute to the service, then this perceived effort can turn into a ‘love’ and later into brand loyalty to the service provider. As a result, emphasizing the effort made by consumers may be well-received as a positive reinforcement and may create a special connection to the service provider. The co-researchers say this study also shows that the effort does not need to be entirely physical, and that mental effort also counts.

The JU Davis College of Business and Technology is the only triple-accredited private college in all of North Florida and South Georgia, with AACSB, ABET and AABI accredited programs. Its mission is to empower students to achieve sustainable career success with a high quality, relevant and applied educational experience that is delivered by faculty committed to advancing the individual development of each student.

Media Contact:
Joanna Norris, PR/Marketing Director
(904) 534-6926
Jnorris11@ju.edu

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Hot off the Press: Recent Publications from Improved Pharma and Varda Space Industries Collaboration

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May 5, 2026

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Improved Pharma contributes to dual publications detailing the successful recovery and analysis of a metastable form of Ritonavir space-generated, and the single crystal growth and structure solution of Nirmatrelvir Form 2.

WEST LAFAYETTE, Ind., May 5, 2026 /PRNewswire/ — Improved Pharma is pleased to share two new publications in collaboration with Varda Space Industries. One recently published paper describes both the chemical and physical stability of Ritonavir Form III generated in orbit. While onboard the spacecraft, the material was successfully crystallized into a known metastable form Ritonavir Form III that survived various environmental factors such as temperature, vibration, radiation and acceleration. The Improved Pharma team utilized a complement of advanced solid-state characterization techniques to assess the purity, polymorphic form, melting point, and crystallinity of Ritonavir Form III once returned to earth. The work is published in Nature and can be read in full online.

Further collaboration with Varda Space Industries has resulted in the publication of the single crystal structure of Nirmatrelvir Form 2, a methyl tert-butyl ether solvate. Nirmatrelvir Form 2 is a key intermediate that is isolated in the purification process. The crystal growth and single crystal structure data collection and analysis were performed at Improved Pharma. The article is published in Acta Crystallographica Section E and can be found here. “We’re proud to work alongside Improved Pharma in expanding the known solid forms of ritonavir and nirmatrelvir to further the field’s understanding of polymorphic landscapes in drug development,” said Varda Space Industries Chief Science Officer Adrian Radocea.

Dr. Stephen Byrn, CSO of Improved Pharma, commented on the importance of these publications. “Through our ongoing research efforts with Varda, we will continue to advance current knowledge and understanding of processing pharmaceutical drugs in space, ultimately leading to a positive impact on development of life-saving drugs in the future.”

About Improved Pharma
Improved Pharma is a research, consulting, and information company dedicated to improving pharmaceutical methods, formulations, and processes. Services include solid-state form studies, formulation design, synchrotron techniques, analytical testing, and expert consulting for the development and defense of intellectual property matters. The company was founded in 2006 by Stephen and Sarah Byrn, who also founded SSCI.

About Varda Space Industries

Varda is a venture capital-backed company creating the first free-flying space stations and reentry vehicles ready-built for materials processing. Microgravity found in low Earth Orbit (LEO) makes it possible to precisely control the crystallization process during development and manufacturing to create valuable pharmaceutical products that cannot be created on Earth’s surface. Varda has raised $53m+ from a cadre of world-class venture capital firms including, but not limited to: Founders Fund, Lux Capital, Caffeinated Capital, Khosla Ventures, and General Catalyst.

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SOURCE Improved Pharma

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SED Wins VA Tech Wabag Contract for Solar Manufacturing Wastewater Recovery Project

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May 5, 2026

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Water-Tech Push: Spray Engineering Devices to Build High-Recovery ZLD Plant for RenewSys Hyderabad Facility

MOHALI, India, May 5, 2026 /PRNewswire/ — Spray Engineering Devices Limited (SED) has secured a contract from VA Tech Wabag Limited to design, engineer, manufacture, supply, erect, and commission a 300 KLD Zero Liquid Discharge (ZLD) system (2 × 150 KLD) for RenewSys India Pvt. Ltd.’s solar PV facility in Hyderabad. It will strengthen SED’s presence in India’s growing solar manufacturing ecosystem, where water efficiency, environmental compliance, and resource recovery are key priorities.

RenewSys, part of the Enpee Group, is a manufacturer of solar PV modules, solar cells, encapsulants, and backsheets. The project supports sustainable manufacturing practices in India’s clean energy sector.

High-Recovery Water Recycling System

The project will deploy SED’s MVR-based Low Temperature Evaporation (LTE®) technology integrated with a dryer. The system is designed to recover 90-94% water from industrial effluent streams while producing condensate with less than 300 ppm TDS, making it suitable for reuse in process and utility operations. The plant treats high-TDS wastewater while achieving Zero Liquid Discharge, reducing freshwater use and groundwater dependence at the facility.

Energy-Efficient Water Treatment

According to SED, the plant uses Mechanical Vapor Recompression (MVR) technology to enable low-temperature evaporation, resulting in negligible steam consumption. The operation cost makes it a cost-efficient solution for industrial wastewater recovery, particularly for sectors such as electronics, semiconductors, specialty chemicals, and renewable energy manufacturing, where sustainability and operating efficiency are increasingly important.

Sector Growth Opportunity

The contract aligns with India’s push for domestic solar manufacturing under PLI and import substitution, while tighter environmental norms drive demand for ZLD and water reuse, further strengthening SED’s position in industrial water management for emerging sectors.

Mr. Vimarsh Verma, Director, Spray Engineering Devices Limited, said:

“This order validates our commitment to engineering solutions that go beyond compliance and deliver measurable sustainability outcomes. At SED, we are enabling industries to transition toward a circular water economy through efficient, reliable, and future-ready technologies. We remain focused on fast execution, operational excellence, and long-term value creation for our customers.”

Company Background

Established in 1992, SED has commissioned systems in 550+ plant installations across India and over 40 countries, supported by in-house R&D and manufacturing facilities in Baddi, Himachal Pradesh. The company develops technologies in evaporation, heat transfer, crystallization, and ZLD systems.

Outlook

With this latest win, SED continues to expand its presence across PV solar manufacturing, semiconductors, and advanced process industries, where water recovery and sustainable operations are key investment priorities.

Photo: https://mma.prnewswire.com/media/2970258/SED_wastewater_plant.jpg

 

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ATxSummit 2026 Brings Global Leaders to Singapore to Chart AI’s Future Across Asia

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May 5, 2026

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World Bank Group, NVIDIA, Google, Amazon and OpenAI join global policymakers and leaders to address how AI is transforming economies, industries and societies.

SINGAPORE, May 5, 2026 /PRNewswire/ — Artificial intelligence (AI) is rapidly embedding itself into the systems that power economies, reshaping how businesses compete, governments serve, and societies evolve across Asia. Against this dynamic backdrop, ATxSummit, hosted by the Infocomm Media Development Authority of Singapore, returns for its sixth edition on 20 to 21 May 2026 at Capella Singapore, convening more than 4,000 leaders from over 50 countries to confront the region’s most pressing issues.

With an enriched line-up of fireside chats and deep-dive technical sessions, ATxSummit will spotlight the intersection of AI with innovation, public good, and the digital growth shaping Asia’s future, across five critical themes:

How agentic systems are reshaping enterprises and operationsHow AI is being deployed at scale for public good and national impactWhere AI is accelerating scientific discovery and enabling embodied intelligenceHow jobs, skills and organisations are evolving in an AI-driven worldHow AI governance is being implemented in practice

Luminaries at the Forefront of Change
This year’s programme brings together an exceptional roster of eminent industry and government leaders at the helm of AI innovation — from those building frontier systems to shaping policies that govern their use.

Headline speakers include global institutional leaders and leading voices in academia such as Ajay Banga, President of the World Bank Group, Mathias Cormann, Secretary-General of the Organisation for Economic Co-operation and Development (OECD), Professor Yoshua Bengio of the University of Montreal, a pioneer in deep learning, and Professor Dawn Song of the University of California, Berkeley, known for her work in AI security and trustworthy machine learning. In their sessions, they will examine some of the defining developments of our time, including how AI and digital innovation can be applied at scale to counter real-world challenges, and how policy, industry and research can move in step as AI agents, embodied AI, and other disruptive technologies become mainstream.

Captains of industry and distinguished innovators, like NVIDIA Chief Scientist Dr. William Dally, Amazon.com Inc Chief Global Affairs & Legal Officer David Zapolsky, ANT International President Douglas Feagin, OpenAI Chief Revenue Officer Denise Dresser and Trip.com Group CEO Jane Sun, will share how rapid innovation can be forged into competitive systems that perform at scale. Their discussions will examine what it takes to build AI-native enterprises in the face of continuous industry disruption, and how to stay ahead as AI reshapes business models, operations and global competition.

Influential voices from Accenture, Amazon.com Inc, FieldAI, Google, Grab, HP Inc, Salesforce, SAP Labs, Tomoro AI, Unitree, University of Tokyo, and Tsinghua University, round out the programme – drawing together the most diverse mix of enterprise, research, and applied technology perspectives convened at ATxSummit to date.

Kiren Kumar, Deputy Chief Executive, Infocomm Media Development Authority of Singapore, said: “Technology and collaboration are becoming central to how digital economies grow. AI is no longer confined to the lab. It is being built into real-world systems and is fast becoming core infrastructure for economies. For Asia, this creates a real opportunity. Singapore sits at the centre of this Global-Asia network, working with partners across government, industry and research to shape how these technologies are developed and used in practice. The focus in this next phase must be on how AI is applied – responsibly, at scale, and in ways that deliver clear value. ATxSummit brings together leaders from around the world to work through what it takes to get this right, for Asia and beyond.”

Six Years of Convening Conversations
For six years, Asia Tech x Singapore (ATxSG) has been Asia’s premier tech confluence for global government officials and tech luminaries to engage in critical conversations at the intersection of tech, society and the digital economy.

ATxSummit, the exclusive invitation-only apex event of ATxSG, will open on 19 May with a Gala Dinner at Gardens by the Bay, graced by President Tharman Shanmugaratnam. Mrs Josephine Teo, Minister for Digital Development and Information and Minister-in-charge of Smart Nation and Cybersecurity, will deliver the opening keynote on 20 May at ATxSummit. In addition, the accompanying Village also brings together over 25 technical workshops, symposiums, industry showcases, government-to-government roundtables and industry networking. One of the highly anticipated events at The Village is the closed-door Digital Frontier Forum (DFF). Co-organised with the Founders Forum, the DFF brings together over 100 tech leaders, investors and government officials to discuss deep tech, AI and digital growth strategies.

ATxSG’s premier exhibition marketplace and conference, ATxEnterprise, will also return from 20 to 22 May 2026 at the Singapore Expo. ATxEnterprise will feature 700 exhibitors and 450 speakers who will address increasingly complex questions around infrastructure investment, digital trust, cross-border connectivity and responsible AI deployment.

For more information on ATxSummit, please visit atxsummit.asiatechxsg.com.

About Asia Tech x Singapore (ATxSG)
ATxSG is Asia’s leading technology event jointly organised by Infocomm Media Development Authority (IMDA) and Informa, supported by the Singapore Tourism Board (STB). The event consists of three main segments, ATxSummit, ATxEnterprise and ATxInspire. 

About Infocomm Media Development Authority (IMDA)
The Infocomm Media Development Authority (IMDA) leads Singapore’s digital transformation by developing a vibrant digital economy and an inclusive digital society. As Architects of Singapore’s Digital Future, we foster growth in Infocomm Technology and Media sectors in concert with progressive regulations, harnessing frontier technologies, and developing local talent and digital infrastructure ecosystems to establish Singapore as a digital metropolis. 

For more news and information, visit www.imda.gov.sg or follow IMDA on LinkedIn (IMDAsg), Facebook (IMDAsg) and Instagram (@imdasg).

For further queries or media interviews, please contact:

Archetype Singapore for IMDA ATxSG
atxsg.imda@archetype.co 

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