Online food delivery businesses have grown rapidly during the past few years. To attract customers, food delivery service providers are forming partnerships with as many restaurants as possible. For restaurant entrepreneurs, the selection of the best service provider is a critical decision that influences their sales. However, many qualitative criteria make this problem difficult. Although rating scales can convert subjective judgments into quantitative analysis, linguistic scales may make a comparison of alternatives’ performances vague and unstandardised, especially for group decision making. The prioritisation of the criteria importance is also questionable, and reaching a consensus among decision makers might be difficult. To address such complications, this study proposes the use of fuzzy logic in determining the importance weights of the criteria in the direct rating approach, based on the perspectives of 60 restaurant operators in Thailand. The fuzzy technique for order preference by similarity to ideal solution (fuzzy TOPSIS) is then used to rank alternatives, as demonstrated by a case of three food delivery providers in Thailand. Fuzzy simple additive weighting (fuzzy SAW), two rank-based weighting methods (rank sum and rank-order centroid), and two objective weighting methods (entropy and mean) are used to compare results. The results show that user-friendly apps, tracking systems, payment options, marketing campaigns, and service areas are among the important criteria that delivery service providers should address and improve in order to attract more restaurants and customers. Guidelines for restaurant operators to choose the appropriate weighting methodology and to rationally assess and compare the service providers’ performances are provided.
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