Influences of Rider Practices and Online Food Delivery Services on Customer Satisfaction

Abstract

Purpose: This study investigates the influence of rider practices on customer satisfaction in online food delivery (OFD) services within the Accra Metropolis, Ghana. Design/Methodology/Approach: The study was conducted using a survey. Purposive and snowball sampling techniques were employed to select 120 participants who frequently use OFD services. Data was analysed using descriptive statistics, focusing on the OFD-SERV dimensions: system operation, traceability, reliability, meal maintenance quality, hygiene, assurance, and security. Findings: Customers valued system operation, traceability, and meal maintenance, while assurance and security dimensions received lower satisfaction ratings. Rider politeness, neat appearance, and the use of protective gear were found to influence customer satisfaction significantly. However, issues such as food mishandling and late deliveries were identified as key concerns that negatively impacted customer experiences. Research Limitation: One major limitation encountered was difficulty obtaining the sampled respondents to whom the questionnaire was to be administered. Practical Implications: Improving rider training, especially in communication and hygiene practices, could enhance customer satisfaction and retention in the OFD industry. Social Implications: The study has the potential to help marketing managers develop strategies that enhance service quality. This would strengthen the business brand and boost overall sales, improving customer satisfaction and economic growth. Originality/Value: This study contributes to the limited literature on OFD services in Ghana by addressing service assurance and security gaps that could further strengthen customer trust and loyalty.