TOWARDS SUSTAINABLE SOLUTIONS: EXAMINING THE ONLINE FOOD DELIVERY SERVICES MARKET IN CHANDIGARH FROM A CUSTOMER PERSPECTIVE

Abstract

Purpose: This study aimed at understanding the experiences of customers who have used online food delivery apps in Chandigarh, India. Theoretical framework: Despite the existence of food delivery services in various cities worldwide for a considerable period, the growing competition of these services has led to heightened customer expectations. Therefore, it is crucial to comprehend the disparity between customer expectations and their actual experiences so that the food delivery market can grow sustainably. Design/methodology/approach: To achieve this, the researcher used a closed-ended structured questionnaire with 26 attributes to collect primary data from respondents who had used the service at least five times. The study employed a descriptive cross-sectional survey design, and utilized non-probability purposive sampling. The sample size for the study was 390 respondents. To analyze the data, the researchers used Importance Performance Analysis (IPA), which involves measuring the mean ratings of the respondents on the 26 attributes. Findings: The study found that the ability to use the service anywhere anytime, order delivery time, and reasonable delivery and tax prices are among the attributes that the OFDS should prioritize to enhance the customer experience and satisfaction with online food delivery services. Research, Practical & Social implications: By focusing on these attributes, online food delivery services can improve their service quality and meet the needs and expectations of their customers. Originality/value: Overall, this study provides valuable insights into the experiences of customers who have used online food delivery apps in Chandigarh. The findings can be useful for stakeholders in the food delivery industry to improve their services and meet the needs of their customers.