Factors influencing Customers’ Decisions to Use Online Food Delivery Services in Muscat, Oman

Abstract

Purpose: This study examines the factors that influence customers’ choice of online food delivery services and assesses customer experience with the quality of e-services, personal characteristics of delivery staff, and perceived food quality. Design/methodology/approach: This study employed a quantitative approach and adopted an explorative research design employing a snowball sampling technique and collected the data using a questionnaire. The sample size in this study was 163. The Gretel program was used to extract questionnaire data with greater accuracy and statistical analyses like percentage analysis, mean, standard deviation, ranking, and Correlation measures were used to analyze the data. Findings: Talabat was the most popular online food delivery service in Muscat. The results of the study revealed that the three primary factors that drive customers to place online food orders are affordability, variety, and excellent cuisine. Every respondent places at least one online food order every month, and the majority place three or more orders, primarily using a mobile device. Furthermore, the professional behaviour of the delivery staff, food quality, and website design affect consumer satisfaction. However, there is a weak positive correlation between timely delivery and customer satisfaction. Most of the respondents responded that they would order food again because of their pleasant experiences. Research limitations/implications: To attract more clients, food delivery services can boost social media presence and work with influencers. Most respondents utilize food delivery services between once and three times each month. Thus, firms should implement loyalty programs to retain clients. Improving mobile app functioning should be the primary goal, given that most customers prefer to order food using their phones. Businesses should evaluate food order accuracy and prioritize effective food delivery to clients. Despite the lack of a link between customer satisfaction and delivery timing, timely delivery is critical for customer satisfaction. Social Implications: Online food delivery services serve persons with hectic schedules and mobility challenges. Many individuals who own restaurants and small entrepreneurs working from home may now access a large consumer base and greater visibility can boost their sales. These enterprises allow individuals to try the cuisine of other nations, which was previously impossible, thus broadening the culinary experiences. Originality / Value: Online food delivery companies expanded rapidly during and after the pandemic in response to rising demand. While expanding in popularity, no study of online food delivery services has been conducted in Oman. Therefore, the results of this study will immensely benefit online food delivery companies, and the people engaged in this industry. Keywords: Online Food Services, Customer Experience, Customer Satisfaction, Food Delivery Factors, Delivery Staff, Food Delivery Applications.