Online Food Delivery Services Research Articles

What will make Generation Y and Generation Z to continue to use online food delivery services: a uses and gratifications theory perspective

ABSTRACT The rapid growth of online food delivery (OFD) services presents new opportunities and challenges for OFD stakeholders, emphasizing the strategic importance of retaining customers. However, the existing OFD continuance literature lacks diverse theoretical approaches and customer segment-specific knowledge, limiting a comprehensive understanding of post-pandemic customer behavior. This study leverages the uses and gratifications (U&G) theory to delve into customers’ expectations and motivations for continuing to use OFD, with a particular focus on the possible differences between Generation Y and Generation Z customers. By applying a mixed-method approach, the results identified six gratifications of OFD continuance usage, classified into three groups: utilitarian, hedonic, and social gratifications. Generation Y and Z assign varying levels of importance to the identified gratifications. The study enriches the current OFD literature by demonstrating the explanatory prowess of U&G theory to the continuance phenomenon and provides practical suggestions for OFD stakeholders to cultivate competitiveness and sustainable growth.

Multi-Agent Reinforcement Learning for Online Food Delivery with Location Privacy Preservation

Online food delivery services today are considered an essential service that gets significant attention worldwide. Many companies and individuals are involved in this field as it offers good income and numerous jobs to the community. In this research, we consider the problem of online food delivery services and how we can increase the number of received orders by couriers and thereby increase their income. Multi-agent reinforcement learning (MARL) is employed to guide the couriers to areas with high demand for food delivery requests. A map of the city is divided into small grids, and each grid represents a small area of the city that has different demand for online food delivery orders. The MARL agent trains and learns which grid has the highest demand and then selects it. Thus, couriers can get more food delivery orders and thereby increase long-term income. While increasing the number of received orders is important, protecting customer location is also essential. Therefore, the Protect User Location Method (PULM) is proposed in this research in order to protect customer location information. The PULM injects differential privacy (DP) Laplace noise based on two parameters: city area size and customer frequency of online food delivery orders. We use two datasets—Shenzhen, China, and Iowa, USA—to demonstrate the results of our experiments. The results show an increase in the number of received orders in the Shenzhen and Iowa City datasets. We also show the similarity and data utility of courier trajectories after we use our obfuscation (PULM) method.

Online Food Delivery (OFD) Operation on Cross-Sectional Study on Consumers’ Perspective Regarding the Situation After the COVID-19 Pandemic in Klang Valley

In Klang Valley, users bought more food online and had it delivered during the COVID-19 pandemic. Many restaurants had to offer online food delivery services (OFD) to survive. Will the tendency continue post-pandemic? This study examines how OFD services’ users view them. Convenience motivation, perceived ease of use, time-saving orientation, and price-saving orientation affect future OFDS use. To solve the symptom, 372 respondents were surveyed online using convenience sampling to Klang Valley users. To indirectly compare ratios, demographic data was presented in descriptive analyses tables. Consumers' attitude is presented as the frequency of usage and as the convenience motivation increase, the consumers' attitude also increases (i.e., increase in frequency of usage). Time saving, price- saving, and perceived ease of use also plays a part to encourage usage and convenient. This study aims to highlight whether OFD services remains relevant and to infer the continuation of relevance.

Food safety knowledge, attitudes, and practices among online food delivery services during COVID-19 pandemic in Jabodetabek area, Indonesia

The coronavirus 2 (SARS-CoV-2) in some countries including Indonesia, has changed consumer behavior in accessing their food from direct buying from food services (i.e. food groceries, restaurants, cafes) to online buying by using an application from their smartphone. By using online food delivery services, knowledge, attitude, and practices of food handlers (FH) and food delivery workers (FDW) contributed to food safety. This study aimed to predict the food safety practices of FH and FDW by conducting a survey on their knowledge and attitude on food safety in Jakarta-Bogor-Depok-TangerangBekasi (Jabodetabek) area, Indonesia. The FDW were from Gofood, Grabfood, Shopeefood, and Kulina. The questionnaire was distributed via social media, ecommerce sites, and messenger applications to 675 respondents. The survey contained 36 questions and the data were analyzed by using the partial least squares structural equation modeling (PLS-SEM) technique. This study revealed that knowledge (β = 0.311 for FH; β = 0.136 for FDW; p < 0.05) and attitude (β = 0.417 for FH; β = 0.342 for FDW; p < 0.05) were positively correlated to good food safety practices. The study also indicated that attitude was the main variable in predicting the practices of FH and FDW. Overall, the structural model for FH has a better prediction (R² = 0.374) than that for FDW (R² = 0.165). There were gaps in food safety practices between FH and FDW that could contribute to achieving safe foods. Comprehensive knowledge through food safety campaigns, food safety training, and food safety culture for FH and especially FDW could be a strategy to strengthen food safety.

The Differences In Nutritional Status Based On The Use Of Online Food Delivery (OFD) Services Among The University of Indonesia's Non-Health Science Cluster Students In 2023

Uncontrolled use of Online Food Delivery (OFD) can increase food intake and affect the incidence of overweight/obesity. This study aims to examine the differences in the proportion of nutritional status based on the use of OFD services among UI non-health science cluster students. This study involved 136 respondents using a purposive sampling method and cross-sectional study design. Data were collected through anthropometric measurements, Google Form, and direct interviews to be analyzed by Chi-Square test and multiple logistic regression. The results showed significant differences in the proportion of nutritional status based on the duration of consumer loyalty, pocket money, and energy intake. After controlling for physical activity and energy intake, there was a difference in the proportion of nutritional status based on food preference with a negative relationship (p-value = 0.039; OR = 0.213; 95% CI = 0.49-0.93). Energy intake was the dominant factor influencing food preferences on nutritional status (OR = 9.605, 95% CI). Further research is needed to consider other aspects of OFD use and nutritional status. Non-health science cluster UI students are advised to pay attention to balanced nutrition messages in food selection when using OFD to avoid the risk of overnutrition or obesity.

Determinants of Customer Loyalty: Empirical Study from Online Food Delivery Services

The rapid growth of information technology and communication today has disrupted various sectors, including the food sector. Consumers’ behavior in ordering food has shifted from offline to online with the presence of a number of food delivery service applications. This situation encourages the growth of online applications that provide food delivery services, so intense competition is unavoidable. The research aimed to investigate the role of e-service quality and sales promotion in influencing customer e-trust and e-satisfaction and its implications for customer loyalty. The research used a quantitative approach with the survey method. The population was online food delivery service application users who lived in the Jakarta area, with a sample of 250 respondents. The data were collected through a questionnaire designed with a 5-point Likert scale and analyzed using SEM-PLS. Research findings show that customer e-service quality and sales promotion significantly influence customers’ e-trust and e-satisfaction. Other findings show that customers’ e-trust and e-satisfaction significantly affect customer loyalty. The results also indicate that customers’ e-trust and e-satisfaction significantly mediate the effect of e-service quality and sales promotion on customer loyalty. In the era of the digital economy, good service and effective promotion still have an important role in increasing trust and satisfaction and a positive impact on increasing consumer loyalty ultimately.

Consumer E-Commerce Adoption and Behavior: A Perspective of Technology Acceptance Model (TAM)

Today, most countries facing new virus that called COVID-19 which it gives various impact to many sectors and towards economy itself. One of the industries that get an attention was food and beverage industry that led to a new trend like online food and delivery in China. Due to pandemic, the government enforce physical social distances and movement control to break the chain. As an effect, most business and social activities were curtailed for the time being, and most food and beverage companies were encouraged to shift their business strategies to online food delivery services. This study was prepared to know whether the consumer behavior can influence especially towards online food delivery services. Other than that, to identify whether online food delivery services convenience to use by the consumer. The objectives of this research were to see if there was a connection between the model of independent variables and consumer behavior towards online food delivery services during the pandemic. The hypotheses in this study are focused on perceived ease of use, time savings orientation, convenience motivation, protection, and privacy, all of which can influence customers behavioral intentions, particularly during pandemic crisis. Meanwhile, the sampling method that will be in use in this research was the non-probability sampling technique, which was a simple randomly sampling consumer with 211 respondents who age 18-41and above that contributed to this research. The researcher was used students, employed, self-employed and unemployed to be their respondents. All the questionnaire was distributed via online by using google form. The data was collected by using questionnaire and quantitative data and then this research will use SPSS and Smart PLS to collect and combine the data to get the result.

An Empirical Study on the Perceive Severity, Perceive Ease of Use and Information Quality on the SME’ Businesses in China

During the new normal of the COVID-19 pandemic, online food delivery services became widely implemented, especially in the developing countries. The purpose of this study was to determine the relationship between the perceive severity, perceive ease of use and information quality (IV) towards the customer satisfaction in using online food delivery apps during the new normal of COVID-19 in China. The data was gathered up through on online survey questionnaires of 158 respondents relating to people who have experience using online food delivery apps. The results show that perceive severity, perceive ease of use and information quality has positive effect toward satisfaction in using food delivery app. Through this study, the researcher gains a further accurate explanation and understanding of factors that affect the satisfaction in using food delivery apps.

Enhance understandings of Online Food Delivery's service quality with online reviews

This research presents an integrative approach, leveraging large-scale user-generated content (online reviews) to decipher consumers' quality perceptions in the burgeoning Online Food Delivery (OFD) sector. Utilizing the advanced BERTopic machine learning algorithm, we first qualitatively identify key service topics (qualities) pertaining to consumers’ OFD experience. Different from prior studies that overlook the synergies between cutting-edge machine learning and traditional methods, our findings are reflected against current scales established with traditional methods such as interviews and surveys. This practice allows us to highlight several topics overlooked by existing framework, such as corporate social responsibility, and identify low-importance service dimensions like personalization experience. Following the narrative analysis, an importance-performance analysis is undertaken to discern the priority of quality improvement for OFD platforms. Collectively, our insights offer pivotal theoretical and practical implications for practitioners and researchers in the OFD domain. Besides, our integrative approach balances theoretical development and practical applicability and can be readily extended to wider service scenarios.

Socioeconomic distribution of food outlet availability through online food delivery services in seven European countries: A cross-sectional study

This area-level cross-sectional study examined online food outlet availability through the most popular online food delivery service platforms (OFDS) across seven European countries, and explored how this online food outlet availability was socioeconomically distributed. Data collection of online food outlet availability was automated in England, Italy, Luxembourg, the Netherlands, Portugal, Spain and Switzerland. We used a geographic information system to join online food outlet availability to socio-demographic information. Median number of food outlets delivering through OFDS was highest in England and lowest in Italy, Portugal and Spain. We also found that high-income areas have the greatest online food outlet availability in most countries. In England, areas with a middle income had the least online food outlets available and no income data was available for Switzerland. Further work is needed to understand drivers of disparities in online food outlet availability, as well as possible implications for public health.

Discomfort and proactiveness of New Zealand OFD consumers during the coronavirus pandemic

ABSTRACT In 2020, during the early stages of the coronavirus pandemic, New Zealand’s online food delivery (OFD) services saw a marked increase in popularity. New Zealand had received worldwide praise for their approach to fight Covid-19, and online businesses were important contributors, allowing the food service industry to remain viable in the face of severe restrictions. OFD research has found that the determinants of customer loyalty, such as consumer satisfaction, trust, and value are well established and largely depend on food quality, e-service quality, and OFD-service providers not being associated with COVID-19 transmission. The present study aims to fill a research gap and investigate new predictors such as OFD discomfort and proactive COVID-19 strategies, in addition to confirming well-established ones such as sociodemographic factors, perceived infection risk, perceived value, satisfaction, and trust. The Partial Least Square Structural Equation Modeling (PLS-SEM) analysis reveals that age is the only significant sociodemographic factor influencing pro-active COVID-19 strategies. While trust and perceived value are positively affected by consumers committed to proactively counteract Covid-19; satisfaction and ultimately loyalty, are positively affected by trust only. Best practice recommendations for marketing managers and OFD service providers are presented.

The Decision Factors in Online Food Delivery Services Selection during the COVID-19 Pandemic

An infectious disease known as Coronavirus disease 2019 (COVID-19) has caused a worldwide health disaster. This issue also significantly impacted the world economy, including Malaysia. The government encourages business operators to shift to online business services to control the spread of the COVID-19 virus. This has caused most businesses, especially the food industry, to change their strategy by operating their company on online platforms. This research investigated the decision factors in online food delivery service selection, specifically amidst the COVID-19 outbreak in Malaysia. To achieve the study’s objective; descriptive analysis, reliability analysis, correlation analysis and multiple linear regression analysis were applied. Safety, time, convenience and price value were the four factors examined. The result discovered that safety, time and price value significantly influence the selection of online food delivery services amidst the COVID-19 pandemic in Malaysia. Among those variables, time was the strongest explanatory factor. The findings of this study may assist the food distribution companies in Malaysia to improve and enhance their service quality to cater to various consumers’ preferences.

Examining the impact of social influence on purchase behavior of online food delivery in Vietnam

This article investigates the impact of social influence on online food delivery (OFD) purchase behavior in Vietnam, specifically examining the moderating role of trust and physical obstacles during the COVID-19 pandemic. A total of 378 respondents participated in the research, and the findings highlight the significance of social networks and interpersonal relationships in the OFD market. Regarding the role of trust as a moderator, the findings highlighting the importance of building trustworthiness and credibility in the OFD industry. The findings suggest that physical obstacles, such as the closure of non-essential stores and social distancing measures, weaken the influence of social factors on consumers' behavior. These changes in individuals' lifestyles have introduced physical barriers to traditional dining experiences, consequently increasing reliance on online food delivery (OFD) services. Overall, this study contributes to the existing literature on consumer behavior and provides insights for industry practitioners and policymakers to develop effective marketing and communication strategies and support mechanisms to facilitate the growth and sustainability of the online food delivery industry in Vietnam.

FACTORS DRIVING GENERATION Z'S USE OF ONLINE FOOD DELIVERY SERVICE AT THE END OF PANDEMIC

Food delivery industry has undergone a significant transformation with the rise of online platforms, appealing to tech-savvy Generation Z. Generation Z was chosen as they are considered the market of the future. This study examines the factors influencing Generation Z's use of online food delivery in Tangerang, during the post-COVID-19 period. Data from 150 Generation Z respondents who used online food delivery services in the past three months were analyzed using IBM SPSS version 25. The study found that perceived usefulness, trust, and time-saving benefits strongly influence Generation Z's intention to use online food delivery. They highly value the practicality, reliability, and efficiency of these platforms. Transparent communication and reliable delivery services are crucial for retaining Generation Z consumers, while highlighting the time-saving advantages is essential to meet their preferences. Surprisingly, factors like ease of use, food safety risk perception, COVID-19 severity, vulnerability, and price-saving benefits had insignificant influence. Understanding these preferences can help service providers, policymakers, and marketers enhance satisfaction and tailor their offerings to meet the needs of Generation Z in the competitive post-pandemic market. Further research is needed to uncover the specific drivers influencing Generation Z's adoption of online food delivery services.

UiTM Student's Intention to Use Online Delivery Services in Malaysia

Online food delivery services in Malaysia nowadays are becoming more critical. The rise of technology and mobile devices significantly influenced the hospitality industry in general and restaurants in terms of food ordering. The technique of placing an order for meals through the internet is known as online food ordering. They are using a website or mobile app that serves many restaurants. In the era of technology, people can only use devices that are more accessible to them. This study aimed to study UiTM students' intention to use online food delivery (OFD) in Malaysia. Thus, 413 respondents participated in this study, and the study employed a quantitative method. The survey constructs five factors, time-saving (TS), price-saving (PS), perceived usefulness (PU), prior online purchase experience (POPE) and intention to use (ITU). This study's findings indicate a positive relationship between price saving, perceived usefulness and prior online purchase experience toward students' intention to use online food delivery services.

Factors That Influence Customer Satisfaction with Online Food Delivery (OFD) Services: A Case of 3-Star Hotel in Pahang, Malaysia

The food delivery market in Malaysia has witnessed significant profitability, attracting various companies, including hotels, to venture into online food delivery services amid the global COVID-19 pandemic. In this context, a 3-star hotel in Pahang, Malaysia implemented food delivery services to bolster its food and beverage department’s profitability, presenting an intriguing case. This study aimed to identify the key factors influencing customer satisfaction with online food delivery (OFD) services. As a result of surveying 145 customers who utilised OFD services and employing statistical methods, namely descriptive statistics and multiple regression analysis, the analysis of collected data revealed five factors influencing customer satisfaction: price, service quality, type of payment, type of promotion, and variety of food. However, only four factors significantly impacted customer satisfaction with OFD services. Notably, the type of promotion emerged as the most influential factor, followed by the variety of food, prices, and types of payment. Interestingly, service quality did not have an influence on customer satisfaction within the context of OFD services. These findings have significant implications for businesses in the OFD industry, providing valuable insights to enhance customer satisfaction and cultivate customer loyalty. This study concludes by offering recommendations to businesses and suggesting potential areas for future research in this domain.

Factors Associated with the Intention to Use Online Food Delivery (OFD) Apps Among University Students: A Case of UiTM’s Students in The East Coast Region

Online Food Delivery (OFD) service is a process by which an order for food is put online and delivered to the customer at the designated location. It is an exciting new trend that is currently booming in the food and beverage industry in Malaysia. Individuals who are caught with tight schedules or heavy traffic tend to have little or no time to go out to get their foods, which includes university students. Normally, some university students might find it difficult to get their food since they are busy with their daily routine such as attending classes, sports and extracurricular activities on campus. That said, there are insufficient studies that focus on the trends and antecedents of OFD service among students. Thus, the aim of this study is to describe the preferred factors that are associated with the intention to use OFD apps among UiTM's students in the East Coast region, particularly regarding convenience, usefulness and mobility. Cluster sampling was used and data from 377 respondents were obtained through online survey questionnaires and were analysed using SPSS software. The results indicated that all the factors identified including convenience, usefulness and mobility are associated with the intention to use OFD apps among UiTM’s students in the East Coast region. The factor of mobility in terms of time is the most preferred factor that associated with the intention to use OFD apps among students. Finally, as recommendation, future research could explore more in terms of the influence and relationship between the factors and its effects towards the customers. Other than that, future research should use a wider and more varied sample size involving all students in Malaysia in order to have more generalized results.

Phone call while riding among delivery workers: The Application of the Theory of Planned Behavior

With the rapid growth of online food delivery services, the population of delivery workers has reached 13 million in China. Most of them use electric bicycles (e-bikes) as their primary transportation tool. On the other hand, mobile phone call (MPC), as the primary and most effective communication method for delivery workers, induces distracted riding and threatens traffic safety. Although MPC has been extensively investigated in driving-related research, MPC among delivery workers has not yet been investigated. In this study, a questionnaire based on the theory of planned behavior has been designed to investigate social-psychological factors leading to MPC among delivery workers. 150 delivery workers participated in this study. The structural equation model method was adopted to analyze the data. The results show that injunctive norm is positively associated with MPC behaviors; but descriptive norm is negatively associated with MPC behaviors, potentially because of the selective perception phenomenon.

Problems and Challenges of Cloud Kitchen-A Study with Reference to Mangalore City

A cloud kitchen is a kitchen that focuses exclusively for online food delivery services. These kitchens do not offer dine-in facilities. The orders are received through online and the food is then sent to the customer through online food aggregators or directly in the form of takeaway. In the present study, the researchers tried to analyze the problems and challenges of cloud kitchen with reference to Mangalore City Corporation. The data for the study were gathered from 21 respondents. The data so collected are analysed with the help of statistical tools and techniques. Chi-square χ2 goodness of fit test is used for testing the hypotheses. Majority of the respondents perceived that fluctuation of price of vegetables and other inputs is a challenge in determining the price. Employee’s ethics and their culinary skills are the important factors for the improvement of business. Keywords: cloud kitchen, payouts, online food aggregators

Customer Equity Model: Analysis of Online Food Delivery Services in Indonesia

In the context of online food delivery services Gofood, Grab Food, and Shopee Food, this research intends to investigate the idea of customer equity model. Customer equity is a comprehensive indicator that measures the long-term worth of customers and is crucial in helping organizations make strategic decisions. This study intends to offer insights into customer acquisition, retention, and development of strategies for improving the overall performance and profitability of the online food delivery services by studying the customer equity model. The key concepts of value equity, brand equity and relationship equity, and digital journey are examined in this study. With surveys used to gauge consumer views and behaviors, the methodology of this study uses a quantitative research strategy to collect and evaluate data from customers who utilize online food delivery services and this study also analyze using the tool SMART PLS 4.