Determinants of Customer Satisfaction with Respect to Food Ordering Apps: A Strategic View

Abstract

Through this study, we tried to analyze customer behavior towards food delivery apps as well as make a comparison of behavior by users from two tiers which is made to suggest strategies for food delivery startups. To accomplish this objective, first the literature is reviewed to develop a constructive model, and then primary data is collected from food app users in the Indian cities of Chandigarh and Bhubaneswar to verify the assumptions on factors affecting their behavior. The results show that financial and health safety, along with flexible delivery and ease of use are significant determinants of customer satisfaction in digital food service and the behavior of customers in two different tiers is shown to be similar, except in the significance of variety options and few aspects of discounts and flexible delivery. This study is significant for food delivery stakeholders such as investors, founders of startups, and vendors to strategize their service as per preferences of the end customer found in this study.

Keywords:
Food delivery app; Constructive model; Determinants; Food delivery stakeholders