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- Title
DELIVERING SERVICE IN CYBERSPACE: A STUDY ON QUALITY OF VIRTUAL TOUCH POINTS FOR ONLINE FOOD DELIVERY SERVICE.
- Authors
Sathya, R.
- Abstract
The purpose of this study is to analyze the impact of e-service quality measures related to online food service orders and the condition of the order. Three main constructs have been focused upon in ordering and delivering food Online and they are process quality, outcome quality, and recovery quality. All these constructs have not been much addressed in previous research studies. To fulfill this gap, the present study aims to analyze e-service quality using PLS-SEM and SPSS version 26 with a sample size of 235 respondents in the Chennai region who have experience in placing orders with online food delivery services. The findings reveal that there is a significant positive relationship between the constructs analyzed, and the analysis of buying behavior has an interesting finding related to purchasing decisions, "others'' category (who and why) place order with Online food platforms, needs to be focused in future research thus adding value to existing literature. Overall, this study has provided insight to online service providers in designing their marketing strategy based on market segmentation, where more focus may be on the age and income level of consumers, and also marketers' can build "Root Cause Analysis", (RCA) to ensure that all stakeholders have good customer experience, because Online Food Service Delivery relates to fulfilling the basic need of the consumers', and fast-paced lifestyle keeps consumers' in tight timelines to get things done in quick time and this quick gratification may lead service providers to make delivery within the estimated time, that pop up every time when order is placed which again leads to the unruly behavior of customers and delivery agents when they cannot keep up their promise of delivery or because of impatience of customers, hence, there is need for marketers to ensure that these quality measures are given utmost importance in Online food delivery process.
- Subjects
CHENNAI (India); LOCAL delivery services; ONLINE shopping; CYBERSPACE; INTERNET service providers; ROOT cause analysis; MARKET segmentation
- Publication
Journal of Services Research, 2022, Vol 22, Issue 2, p49
- ISSN
0972-4702
- Publication type
Article