Customer Perception towards Online Food Delivery Services- Development of Conceptual Model

Abstract

Purpose: The central idea of the paper is to study the influencing factors that shape the customer perception of online food delivery services and develop a conceptual model based on established customer theories and systematic literature review. Design: Secondary data is collected from books and journal papers using search engines such as Google Scholar, Research gate, SSRN, Base, Semantics and Inflibnet. Postulates and affecting factors to customer perception are proposed using the focus group interaction method. Findings: The study identified several determinants for customer usage of online food delivery services such as perceived benefits, prior experience, subjective norms and system quality which are proposed to influence the attitude and perception of the customers. Originality: This paper highlights the various affecting factors influencing the customers’ preference to use online food delivery services. Paper Type: Review of literature for the development of conceptual model.