This research paper is aimed at investigating the effect of service attributes on customer satisfaction in the Online Food Delivery (OFD) industry considering competitive intensity. Industry conditions and increasing competition make it more mainstream to know what factors constitute customer satisfaction. Research on how specific service attributes affect customer satisfaction in the OFD sector has been limited, given the exponential growth of OFD and that this may vary across competitive conditions. In addition, in industry, the quality of OFD services has often been neglected by operators in the past, leading to reductions in both customer satisfaction and purchase intention. Specifically, the lack of understanding about how service attributes influence customer satisfaction in OFD services presents a critical research gap that needs to be explored empirically and resolved to support current and future industry practice. This paper analyses customer reviews from Trustpilot of Just Eat (a service in the competitive European market) and customer reviews from Café Bazar of Snapp Food (a less competitive Iranian market) using a netnography approach. What the results indicate is that for highly competitive markets, characteristics like timely delivery are critical for maintaining customer satisfaction. Conversely, in less competitive markets while these intrinsic attributes above are still vital, customer expectations are usually lower and the lack of particular extrinsic attributes such as menu variety should not significantly dissuade customers repurchase intentions. This research also provides practical implications for OFD providers that setting different service strategies according to the intensity of competitive situations could work in order to gain higher degree of customer satisfaction. The findings demonstrate how critical it is to make sure, especially in more highly competitive parts of the economy, that firms deliver these key service attributes every time if they are to prevent customer dissatisfaction.

This research paper is aimed at investigating the effect of service attributes on customer satisfaction in the Online Food Delivery (OFD) industry considering competitive intensity. Industry conditions and increasing competition make it more mainstream to know what factors constitute customer satisfaction. Research on how specific service attributes affect customer satisfaction in the OFD sector has been limited, given the exponential growth of OFD and that this may vary across competitive conditions. In addition, in industry, the quality of OFD services has often been neglected by operators in the past, leading to reductions in both customer satisfaction and purchase intention. Specifically, the lack of understanding about how service attributes influence customer satisfaction in OFD services presents a critical research gap that needs to be explored empirically and resolved to support current and future industry practice. This paper analyses customer reviews from Trustpilot of Just Eat (a service in the competitive European market) and customer reviews from Café Bazar of Snapp Food (a less competitive Iranian market) using a netnography approach. What the results indicate is that for highly competitive markets, characteristics like timely delivery are critical for maintaining customer satisfaction. Conversely, in less competitive markets while these intrinsic attributes above are still vital, customer expectations are usually lower and the lack of particular extrinsic attributes such as menu variety should not significantly dissuade customers repurchase intentions. This research also provides practical implications for OFD providers that setting different service strategies according to the intensity of competitive situations could work in order to gain higher degree of customer satisfaction. The findings demonstrate how critical it is to make sure, especially in more highly competitive parts of the economy, that firms deliver these key service attributes every time if they are to prevent customer dissatisfaction.

Investigating the Relationship Between Service Attributes and Customer Satisfaction in Online Food Delivery Services (OFD)

NIKZADASK, MOHSEN
2023/2024

Abstract

This research paper is aimed at investigating the effect of service attributes on customer satisfaction in the Online Food Delivery (OFD) industry considering competitive intensity. Industry conditions and increasing competition make it more mainstream to know what factors constitute customer satisfaction. Research on how specific service attributes affect customer satisfaction in the OFD sector has been limited, given the exponential growth of OFD and that this may vary across competitive conditions. In addition, in industry, the quality of OFD services has often been neglected by operators in the past, leading to reductions in both customer satisfaction and purchase intention. Specifically, the lack of understanding about how service attributes influence customer satisfaction in OFD services presents a critical research gap that needs to be explored empirically and resolved to support current and future industry practice. This paper analyses customer reviews from Trustpilot of Just Eat (a service in the competitive European market) and customer reviews from Café Bazar of Snapp Food (a less competitive Iranian market) using a netnography approach. What the results indicate is that for highly competitive markets, characteristics like timely delivery are critical for maintaining customer satisfaction. Conversely, in less competitive markets while these intrinsic attributes above are still vital, customer expectations are usually lower and the lack of particular extrinsic attributes such as menu variety should not significantly dissuade customers repurchase intentions. This research also provides practical implications for OFD providers that setting different service strategies according to the intensity of competitive situations could work in order to gain higher degree of customer satisfaction. The findings demonstrate how critical it is to make sure, especially in more highly competitive parts of the economy, that firms deliver these key service attributes every time if they are to prevent customer dissatisfaction.
2023
Investigating the Relationship Between Service Attributes and Customer Satisfaction in Online Food Delivery Services (OFD)
This research paper is aimed at investigating the effect of service attributes on customer satisfaction in the Online Food Delivery (OFD) industry considering competitive intensity. Industry conditions and increasing competition make it more mainstream to know what factors constitute customer satisfaction. Research on how specific service attributes affect customer satisfaction in the OFD sector has been limited, given the exponential growth of OFD and that this may vary across competitive conditions. In addition, in industry, the quality of OFD services has often been neglected by operators in the past, leading to reductions in both customer satisfaction and purchase intention. Specifically, the lack of understanding about how service attributes influence customer satisfaction in OFD services presents a critical research gap that needs to be explored empirically and resolved to support current and future industry practice. This paper analyses customer reviews from Trustpilot of Just Eat (a service in the competitive European market) and customer reviews from Café Bazar of Snapp Food (a less competitive Iranian market) using a netnography approach. What the results indicate is that for highly competitive markets, characteristics like timely delivery are critical for maintaining customer satisfaction. Conversely, in less competitive markets while these intrinsic attributes above are still vital, customer expectations are usually lower and the lack of particular extrinsic attributes such as menu variety should not significantly dissuade customers repurchase intentions. This research also provides practical implications for OFD providers that setting different service strategies according to the intensity of competitive situations could work in order to gain higher degree of customer satisfaction. The findings demonstrate how critical it is to make sure, especially in more highly competitive parts of the economy, that firms deliver these key service attributes every time if they are to prevent customer dissatisfaction.
Online Food Delivery
Repurchase Intention
Service Attributes
CustomerSatisfaction
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/20.500.12608/74283