An investigation of the factors leading to customer satisfaction with online food delivery services in India

Abstract

Online food delivery services in India have become a billion-dollar industry. Food delivery giants like Zomato, Swiggy and Uber Eats have revolutionized online food delivery. Earlier, food ordering was confined to individual restaurants taking orders over the phone or through websites and delivering to addresses through their workforce. Today, over 95 % of orders are placed on apps and delivered through a network of delivery agents on the payroll of these food delivery agencies. There is plenty of research into why people order food online and choose one service provider over another. However, there needs to be more research on factors whose presence or absence affect customer satisfaction, and whether this customer satisfaction affects the intention to order food online. This research used the Unified Theory of Acceptance and Use of Technology (UTAUT) to investigate factors responsible for customer satisfaction with online food delivery services in India. A comprehensive survey was conducted on 514 participants. The study found evidence for the impact of customer services, delivery personnel behaviour, and online payment security on customer satisfaction, which in turn, affected the intention to order online food. These are essential organisational factors that users are likely to compare when choosing between online food delivery companies.