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An empirical study of online food delivery services from applications

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Article in Materials Today: Proceedings · June 2021

DOI: 10.1016/j.matpr.2021.05.500

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 Materials Today: Proceedings xxx (xxxx) xxx

Contents lists available at ScienceDirect

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An empirical study of online food delivery services from applications

perspective
R. Ramesh a, Sundramurthy Venkatesa Prabhu a,⇑, Bashyam Sasikumar b, B.S. Kiruthika Devi c, P. Prasath d,
S. Praveena Rachel Kamala e
a
Department of Chemical Engineering, Addis Ababa Science and Technology University, Addis Ababa, Ethiopia
b
Faculty of Mechanical and Production Engineering, Arba Minch University, Arba Minch, Ethiopia
c
Department of Information Technology, Sri Sairam Engineering College, Chennai, India
d
Sri Ramachandra Faculty of Engineering and Technology, SRIHER, Chennai, India
e
Velammal Institute of Technology, Chennai, India

a r t i c l e i n f o a b s t r a c t

Article history: The scientific advancement in urbanised locations with the relation of the lower classes and discovery to
Available online xxxx Secularized culture is boosting the growth of food delivery applications and restaurant industries in India.
The convenience of users is the primary objective aspect of such, while the second thing that these soft-
Keywords: ware’s are also beneficial for the development of the market in eating and food supply, as the use of the
Food delivery online platform is a place where the restaurant owner is prepared to attract as many users as he can by
Online food delivery allowing them to see the entire food menu in accordance with item name, price, photo, etc. Apps for food
Digital order
delivery have proven to be a big success in India as people are very well about all its operations and ser-
Mobile apps
Business models
vices. As one can order food for any type of occasion, it is one of the most comfortable and trusted options
available. This helps to save time, resources, fuel and efforts for people, which is one of the key reasons
why this industry is thriving and will tend to do so. Therefore, part of my initiative would be to review the
theoretical background in various aspects of food sector apps, business models and various factors affect-
ing adoption of food delivery apps that have never been addressed before.
Ó 2021 Elsevier Ltd. All rights reserved.
Selection and peer-review under responsibility of the scientific committee of the International Confer-
ence on Nanoelectronics, Nanophotonics, Nanomaterials, Nanobioscience & Nanotechnology.

1. Introduction transaction problems, payment security and close to zero food

products [9]. The Figs. 1, 2 and 3 have shown the representation
The food industry, like many others, has also gained from the e- of food delivery app users, conceptual model of the factorial struc-
commerce boom. That is, by making food accessible on online ture, and food delivery app business model, respectively.
channels, the growing number of food distribution apps and web- The high introduction of advanced technological solutions is
sites has transformed the landscape of the food industry. Basically, leading to the growth of new market segments in food industries
it’s called online food ordering to order food through a web page or already developed. A variety of online services are creating a new
mobile application. During the last few years, online food ordering business field, such as food delivery or booking. Moreover, cus-
has grown steadily. Food delivery services have transitioned from tomers have switched to solutions that ease their lives and help
ordering via telephone to digital ordering to satisfy customer to better serve guests with the increase of mobile ordering across
needs, particularly with the continuous advances in technology. industries. The number of downloads of delivery apps is up 380
In other words, online platforms generate new possibilities for percent, while revenues are also increasing relative to three years
the food industry to attract more consumers. As e-commerce pro- ago [14].
gresses rapidly, online groceries have resolved many obstacles Indian consumers are drawn to online shopping interactions
recognised by scientists ten years ago, such as long loading time, with utmost ease see through portals and digital apps and would
like to encounter the same when it applies to ordering food online
as well. The digital call for ordering is genuine and hassle-free. This
⇑ Corresponding author.
tells the customer class that you are a new, rising restaurant that
E-mail address: [email protected] (S. Venkatesa Prabhu).

https://doi.org/10.1016/j.matpr.2021.05.500
2214-7853/Ó 2021 Elsevier Ltd. All rights reserved.
Selection and peer-review under responsibility of the scientific committee of the International Conference on Nanoelectronics, Nanophotonics, Nanomaterials,
Nanobioscience & Nanotechnology.

Please cite this article as: R. Ramesh, S. Venkatesa Prabhu, B. Sasikumar et al., An empirical study of online food delivery services from applications per-
spective, Materials Today: Proceedings, https://doi.org/10.1016/j.matpr.2021.05.500
R. Ramesh, S. Venkatesa Prabhu, B. Sasikumar et al. Materials Today: Proceedings xxx (xxxx) xxx

2. Theoretical background of food sector apps

2.1. Conceptual structure of consumers’ online food shopping

 The perceived social norm refers to the expectations of other

people (e.g. friends and family) on the implementation of an
individual’s online shopping and is linked to online food shop-
ping, buying desires or using.
 Perceived compatibility represents how well online food shop-
ping suits the actions and beliefs of an individual, and has a
favorable experience of social food shopping, ordering, or cus-
tomer attitudes.
Fig. 1. Food delivery app users.  The perceived relative gain is the individual’s perception of
domination of online shopping trips over modern offline food
can embrace different technological changes in this changing soci- shopping.
ety. The most significant aspect is that the frameworks need to be  The degree of complexity experienced by online food shoppers
kept modified and frequent tests to satisfy regular and new cus- is the degree of complexity that is negatively linked to percep-
tomers should be carried out to improve the standard and services tual expectations, purchasing patterns or online food shopping.
offered. The pressure to get food as quickly as possible reduces  The perceived risk illustrates consumer expectations for possi-
with no lines behind them, and it moves to having happy deals ble losses and harms related to online food shopping (such as
or extra goods along with it. Many people know about Swiggy, payment security, exchange issues and receipt of poor quality
UberEats, Zomato, etc. for their quick and reliable service and food) and is adversely linked to desires, goals of buying and
exceptional taste for customers from different regions, areas and online shopping.
customers [11,1]. With this introduction, Section 2 describes the
theoretical background of food sector apps, Section 3 depicts the But no randomized controlled analysis can be identified in the
business model of food delivery apps and factors affecting adoption validation of this original five-factor structure for customers, par-
of food delivery apps in Section 4 followed by conclusion in ticularly with respect to the customer analysis on the largest e-
Section 5. commerce market worldwide. Innovation-adoption characteristics

Fig. 2. Conceptual model of the factorial structure.

Fig. 3. Food delivery app business model.

2
R. Ramesh, S. Venkatesa Prabhu, B. Sasikumar et al. Materials Today: Proceedings xxx (xxxx) xxx

will differ depending on customer segments with programs for 3. Business model of food delivery app
online purchase of food in some food categories according to the
theoretical framework [10,12]. Business model of order and supply used by partnering with
logistics firms. Customers put their demands on the website,
approve and execute the orders from the restaurants. At the same
2.2. Mobile apps use in the food delivery sector point, when an order comes in, the system gives data to the couri-
ers nearest to the pick-up spot. If new entrants opt for this business
Home supply is the activity where a food supply service provider model, it will be very difficult for them to negotiate against restau-
establishes a connection between cafes, bars, and consumers in the rant and courier networks that are already developed and config-
food supply sub field. The business model of food delivery services ured that charge a higher rate, 25–30 percent on average. Their
focuses on the benefits of the Internet, i.e. the technological ability key feature is providing a range of restaurants and price points that
to connect different distribution chain agents. Mobile applications can not be offered by software-only markets [3].
are an integral part of everyday life today and use of them is vital The integrated business model used when companies decide to
to the food industry’s strategic advantage. By using food supply build their own app from which customers can position orders and
applications, customers will have access to food from which they have them fulfilled by packages hired by the organisation as quickly
want and order their favourites from a selection of restaurants at as possible. Each driver or carrier instantly receives data from the
suitable times and locations. Although food supply applications admin about prepared meals and order requests. Based on the order
are an important context for distribution, there is little understand- choice or on the place, a courier decides where to deliver first, first
ing of why people use them. In precise, online technology enables serving the customer nearest to the courier. This business model,
companies to position orders at a specific place with high accuracy however, needs some infrastructure investment and will decrease
and efficiency in the operational processes of the last miles [7]. the distribution costs in the long term. That implies that the food
delivery solution provides its users with a highly customised expe-
rience when properly designed and improves revenue [5].
2.3. E-service quality of food delivery service
4. Design and analysis
The e-services specification is an integrated assessment of con-
sumer electronic services. Consumers require quality services from In order to assess the effect on consumers with respect to the
web sites when they make financial purchases. Therefore, for firms adoption of food delivery apps, food taste, price, range of menu
to market their products and services, the website system is cru- items, quality of service, speed of dealing with complaints, brand
cial. This is particularly important when business disruption, such awareness, promotional deals and friendly reviews all have a major
as online food delivery services are connected only via online impact on the adoption of food delivery apps. Also among those
devices. To maintain profitability, persuade them to review the deemed significant, food taste is deemed by the greatest number
website and eventually ensure their loyalty, it is important that of people to be of extreme importance and also had the second
we maintain the quality of our website. As a consequence, a highest rating of number one spot factor in the customer’s eyes.
high-quality website is crucial for the effectiveness of online com- A significant role is also played by promotional deals provided by
panies. Although there are detailed researches of the quality of e- the apps on different occasions or on orders related to particular
service, neither of the studies included are in the area of internet restaurants. Furthermore, it was found that service speed is still
food supply. The computation aspects for the quality variable eval- a very critical aspect, while not given major importance by many,
uation of e-services are thus as it has a large effect on the majority to a degree that it has the
highest average. Food appearance and exterior look and feel, on
 Easy web access the other hand, were perceived by customers to be the least signif-
 Uncomplicated to operate icant considerations at the time of ordering food at home and had
 Web availability no such effect on them [15,2,8,16].
 Straight launch of web
 Promised delivery
5. Factors affecting adoption of food delivery apps
 The items ordered is sent out promptly
 Honest web offering
1. Performance Expectancy
 Accurate communication about delivery
 The use of mobile food order applications increases the
 Tracing shopping behavior
chances of doing complex things
 Security of personal information
 Mobile ordering applications help to perform tasks faster.
 Ensuring safety of payment ID
 Mobile food command applications enhance
productivity.
The impact of food quality on online loyalty is to reinforce the
2. Effort Expectancy
quality perceptions of the client as well as the level of consumer.
 It’s simple to learn when to use mobile command apps.
Customers prefer to repurchase and suggest the food in the future
 It is clear and concise to interact with mobile food order-
when the food is of good quality. This is also expressed in the con-
ing applications.
sistent intake of food in their actions. This result suggests that food
 Mobile food ordering applications are easy to find online.
quality is a key component, not only in the context of conventional
 The use of mobile food command applications makes it
restaurants, but also in the sense of online food delivery services.
easy to become competent.
Thus it is important that fast food restaurants and rapid restau-
3. Social Influence
rants providing online food delivery services provide elevated food
 People that believe I should use mobile food order
that not only meets the needs of consumers, but is also comparable
applications.
to the foods of competitors. They should focus on food presenta-
 People who control my actions think I must use food
tion, taste, variety, and healthiness to outperform competitors. It
order applications for mobile devices.
is crucial in deciding food quality, perceived value, and efficiency
in terms of e-service quality [4,6,13].
3
R. Ramesh, S. Venkatesa Prabhu, B. Sasikumar et al. Materials Today: Proceedings xxx (xxxx) xxx

 Like to use mobile food order apps for people whose  To solve any problem on the part of the customer, a proper cus-
opinions I respect. tomer support desk and service follow-up are required.
4. Facilitating Conditions  Furthermore, a user-friendly mobile app or website interface
 Resources needed to use food order apps on mobile will help create a simple food ordering mechanism and increase
devices. the amount of users who find it difficult to manage.
 Applications for mobile food ordering knowledge
necessary. 6. Conclusion
 Mobile food order apps have other technology
compatibility. With the rise of the Internet and simple online access or a
5. Hedonic Motivation smartphone, food delivery services have become dramatically pop-
 It’s fun to use mobile food command apps. ular. Moreover, placing food orders online greatly saves time for
 It is enjoyable to use mobile food order apps. consumers, while targeting new customers through food delivery
 It is entertaining to use mobile food orders. solutions is becoming simpler for businesses. Furthermore, food
6. Price Value delivery apps enable restaurant companies to fulfil the expecta-
 Apps for mobile commands are affordable. tions and needs of rapidly growing customers and better serve
 The good value for money is in the mobile food order them by offering a personalised experience. With that in mind,
applications. restaurant companies should opt for the creation and deployment
 Mobile food orders are good value for money at the cur- of a food delivery app.
rent price.
7. Habit CRediT authorship contribution statement
 It has become a practise to use mobile food order apps.
 Suitable for mobile food command apps. R. Ramesh: Conceptualization, Methodology. Sundramurthy
 It has become natural to use mobile food command Venkatesa Prabhu: Visualization, Writing - original draft.
applications. Bashyam Sasikumar: Data curation, Supervision. B.S. Kiruthika
8. Online Review Devi: Writing - review & editing. P. Prasath: Software, Validation.
 The data given in mobile food order apps from online S . Praveena Rachel Kamala: Project adminstration, Resources.
reviews is reliable.
 The information given in mobile ordering apps was
Declaration of Competing Interest
important to your requirements from online reviews.
 Online reviews of mobile food command apps based
The authors declare that they have no known competing finan-
knowledge on evidence.
cial interests or personal relationships that could have appeared
 The information given in mobile food order applications
to influence the work reported in this paper.
from online reviews was sufficiently comprehensive (de-
gree of detail).
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