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Purpose: This study aimed at understanding the experiences of customers who have used online food delivery services in Chandigarh, India.
Theoretical framework: With food delivery services having been established in numerous cities around the world for a significant duration, the intensifying competition among these services has resulted in heightened expectations from customers. Consequently, it becomes imperative to grasp the disparity between the aspects in which customers perceive online food delivery services are excelling and the areas where they are lacking.
Design/methodology/approach: To achieve this, the researcher used a closed-ended structured questionnaire with 26 attributes to collect primary data from respondents who had used the service at least five times. The study employed a descriptive cross-sectional survey design, and utilized non-probability purposive sampling. The sample size for the study was 390 respondents. To analyze the data, the researchers used Importance Performance Analysis (IPA), which involves measuring the mean ratings of the respondents on the 26 attributes.
Findings: The study found that the ability to use the service anywhere anytime, order delivery time, and reasonable delivery and tax prices are among the attributes that the OFDS should prioritize to enhance the customer experience and satisfaction with online food delivery services.
Research, Practical & Social implications: By focusing on these attributes, online food delivery services can improve their service quality and meet the needs and expectations of their customers.
Originality/value: Overall, this study provides valuable insights into the experiences of customers who have used online food delivery apps in Chandigarh. The findings can be useful for stakeholders in the food delivery industry to improve their services and meet the needs of their customers.
