Journal of Food, Agriculture and Environment

Perception of food delivery apps among consumers in Central Kerala: An empirical study

Author(s):

K. P. Jiji, Rajesh Kenoth

Recieved Date: 2022-01-16, Accepted Date: 2022-03-18

Abstract:

Online food ordering and delivery is the process in which an order for the food is placed through the internet and delivered to the customer at the specified place with the help on Food Delivery Apps (FDAs). Using FDAs to facilitate convenient and quick food delivery is becoming more popular among consumers. Markets and restaurants use FDAs to communicate with consumers, enabling them to order food at home. Existing literature provides limited insight into FDAs. The study aims to identify the factors that influence customers’ decisions to use FDAs and to make purchases using FDAs. A structured questionnaire was used to collect information on customers’ perceptions of FDAs in Central Kerala during this pandemic. The data was collected from 114 consumers. Cronbach’s alpha was 0.836. The data were analysed by SPSS 22. In Central Kerala, Zomato is the most preferred digital food delivery app and non-vegetarian items were ordered most. Consumers prefer cash on delivery as their preferred payment method and there is no significant difference between continuous use of food delivery apps, based on age. According to this study, availability, hygiene, and service quality had the strongest influence on the continuous usage intention of customers. These findings may provide practical solutions to managers of food delivery companies, as well as to other app-based companies, especially those who try to improve their customer retention rates. Hospitality providers can transform their customer ordering experience by leveraging other innovative features of mobile technology such as personalization, responsiveness, ubiquitous connectivity, and active control to retain existing customers.

Keywords:

Online food ordering, FDAs, Covid 19, Swiggy, Zomato, Foodpanda

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Journal: Journal of Food, Agriculture and Environment
Year: 2022
Volume: 20
Issue: 2
Category: Food and Health
Pages: 14-18

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