An examination of the drivers of customer loyalty in online food delivery apps in India

Chapter3: research methodology

3.1 Introduction 
Research is the phenomenon which helps to find out a detailed view of a thing in a systematic
way. Also, the methodology is the framework that helps to implement a foundation upon the
conducted research (Weber 2017). Research methodology of research describes the adopted
methods, designs and approaches for the study. Moreover, the specified chapter evaluates the
major advantages and disadvantages of each design and approach carried out by the research.
This framework is adopted some particular paradigmatic assumptions to conduct the research
successfully. Moreover, the practical applicability of the utilised methods will be discussed in
the section of research methodology.
3.2 Research Philosophy
Research philosophy is a kind of assumptions or believes about the research phenomenon and
the usage of analysis criteria. As per the view of Lepoutre et al., (2013), research philosophy
is a significant part of the methodology, and these philosophical approaches are unable to
decide the type of approach is fit for the study. The major assumptions in research philosophy
help to determine the research strategy and the methods. Moreover, the selection of
philosophy helps to evaluate the behaviour of the research. The common categories of the
research philosophy are the positivism, interpretivism and realism. For the evaluation of the
drivers of consumer loyalty in food delivery online business in India, the researcher
employed the positivism philosophy. Flick (2015) opined that positivism philosophy clearly
discusses the research objectives and offers the applicability of objectives. Further, the
positivism is not interrupted by the human assumption based on the gathered data.
 Apart from this, Singh (2015) pointed out that, the positivism philosophy mainly dealt with
the quantitative data and performed the statistical analysis based on this. With the references
of positivism research philosophy, the researcher could identify the factors affecting customer
preferences towards the food delivery online applications. Moreover, the important role of
customer loyalty in online food delivery and analyses the drivers of consumers loyalty in
food orders. The current study scrutinized the emergence of mobile apps and effective online
purchasing strategies, especially in India. Moreover, the majority of restaurants are offering
online services through mobile applications for boosting their performances. In addition,
interpretivism and realism are further methods of research philosophy. The core feature of
realism philosophy is pertained to determine the existence of objects derived from the human
mind (MacDonald 2012). Interpretivism mainly focused on the differences in assessments
between social and social actors.
3.3 Research Approach 
Research approach assisted as a very important role in the section of research methodology.
From the observation of Ledford and Gast (2014) research approach is the specific plan and
procedures used by the researcher to collect sufficient information for succeeding the aim of
the research study. Moreover, the plan and procedures provide detailed assumptions for the
method of data collection and data analysis. Also, the research approach helps to decide the
overall structure of the study, and the research approach varies in accordance with the
qualitative and quantitative nature of data.
The major research approaches are inductive and deductive approaches. The current study
followed the deductive research approach, which is based on the predefined data. () noted
that, a deductive approach is a top-down approach, and it is used to derive a specific objective
from generalised features. Hence, with the support of the deductive approach, the researcher
could explore the loyalty of customers in online food delivery and the factors effecting to the
customer performances towards the online food delivery applications. The deductive
approach measures the research objects more accurately and the possibility to generalise the
major findings of the research (Tuffour 2017). The current study focused on the important
online food delivery operating sectors in India like swiggy. Moreover, the study evaluated the
role of customer satisfaction and trust in online food delivery. In addition, the study assisted
for the recognition of the significant techniques adopted by the food industry to enhance their
online food delivery services. While the use of the inductive approach is ineffective in the
present study due to the bottom to top approaching or the way of deriving a generalised
output (Doherty and Dickmann 2012). Further, the incompletion of the research outcome is
considered as one of the weaknesses of the inductive research approach.
3.4 Research Design
As per the findings of Lewis (2015), the research design is the overall strategy selected by the
investigator to integrate the components which are necessary for research. Additionally, a
proper research design helps to ensure the effective assembling of the required strategies.
Research design constitutes the means of data collection blueprint, the proper parameter for
the data analysis. The clear analysis of the research issue is done with the aid of research
design. The main classification of the research design is exploratory research design,
explanatory research design and descriptive research design. Exploratory research design
helps the current study for the in-depth evaluation of the major drivers of customer loyalty in
the online food delivery services.
 According to Zou et al., (2014), the exploratory research design is mainly adopted for the
study which is not conducted before, or it has no past evidence for referring. In addition, the
exploratory design is act as tools for the primary research and which provide a hypothetical
idea for the effective execution of the research. This design offers a good understanding of
the research problem, and the researcher is the willingness to change the direction of the
study as per the requirement of the relevant data associated with the research. The current
research evaluates customer loyalty in online food delivery applications, especially in India.
Importance of online service in food delivery is rapidly increasing, also the increased number
of online applications fulfils the customer’s need fast. On the other hand, online food delivery
apps provide a good range of options for consumers to purchase as per their needs. Moreover,
the customer gives a high preference for the quality of apps while selecting. However, Delost
and Nadder (2014) opined that explanatory research design is adopted when the research
problem is not executed detailed manner before, and this design offers an in-depth evaluation
of the research objectives. Also, Zou et al., (2014) stated that descriptive design describes the
major characteristics of the phenomenon and is helps to measure the data trends and validate
the existing concepts.
3.5 Research Strategy 
The research strategy is a particular action which deals with the direction or the way of
collecting necessary information. As per the view of Saleh et al., (2015) research strategy is
the systematic scheduling of the process to accrue the data. For the evaluation of the drivers
of customer loyalty in online food delivery apps in India, the researcher used the collected
primary data. The primary details of the study are attained from the customers of Indian food
delivery apps. The research strategy depends upon the nature of data as quantitative or
qualitative. The survey, case study and the interview are the common strategies followed by
research to synthesize the accurate data. The current study adopted the survey method for
accessing the primary data. The survey is the method of collecting sufficient information
from a set of people and is carried out through offline and online (Salīte et al., 2016). A
questionnaire is a fundamental tool for executing a survey while it is a time-consuming
process. Moreover, it is an effective strategy to collect a broad range of data for the analysis.
Proper evaluation of the data from the survey resulted in the different factors affecting the
customer preference towards online food delivery apps compared to ordering online directly
from the restaurants. In addition, the role of customer loyalty in the online food delivery
services is recognised through the derived data of the survey. However, the case study is not
fit for the current study due to the lack of accessing the secondary resources.

3.6 Data collection

The method of gathering and measuring most appropriate information for conducting a
research study is termed as data collection method (Viles, 2016). Data collection methods
significantly support the researcher to find out efficient solutions to the research issues.
Through this section, the researcher collects the most valid and relevant information
regarding the research topic, through primary data collection method, fresh and first-hand
data gathered by the researcher. According to Terrell (2012), the data collected from primary
sources of information is termed as primary data collection method. This method is free from
any influence of the third party, and only the researcher and participants itself participate in
the data collection method. Both qualitative and quantitative information can be accumulated
through this method. The data from secondary sources are gathered through secondary data
collection method. A direct connection of research and participants in the absence in this
method and the necessary pieces of evidence ate collected from a third platform. It may be
collected from external or internal sources of secondary data (Johnston, 2017). Company
websites, annual or sales report, audit report etc. are included in internal sources. Whereas,
various online publications, books, magazines etc. indicate the external sources of secondary
data.

In the current research, the researcher utilised the primary data collection method for
examining the significant factors that influencing customer loyalty in online food delivery
apps in India. Primary data are generally collected only after attaining a detailed insight about
the research issues and questions (Cameron and Price 2009). Through this method, the
researcher could collect qualitative or quantitative information about customer loyalty and its
major factors. Through this approach, the researcher could attain more trustworthy
information regarding the research topic. Primary data can be collected either by conducting
surveying or interviewing (Bryman and Bell, 2011). In the current researcher, survey strategy
is adopted by the researcher for examining the major drivers of customer loyalty. With the
help of the primary data collection method, the researcher could acquire deep knowledge
about the research topic. The researcher could get a clear view of the role of customer loyalty
in online food delivery. It is necessary to conduct some investigation by self over the research
topic and collect most evident information for the study.

3.7 Sampling
According to Lim and Ting (2013), sample-based research helps the researcher to conduct the
study in cost and time effective. A sample is a small part of the population which effectively
portrays the characteristics of the entire population. The size of the sample that selected for
conducting the research has an inevitable role in measuring the efficiency of study (Levy and
Lemeshow, 2013). The method for selecting an appropriate sample from a whole population
is termed as a sampling method. Probability and non-probability sampling method are the
basic methods for selecting efficient samples for the research. Through probability sampling
method, the researcher provides equal chances for being choosing the samples from the
population. Stratified random sampling, cluster sampling, simple random sampling, and
systematic random sampling are the basic categories of probability sampling methods (Levy
and Lemeshow, 2013). In non-probability sampling method, the samples are selected by the
convenience of the researcher, and the availability of information also influence the selection
process. Judgment sampling, quota sampling, convenience sampling and snowball sampling
are the major division of the non-probability sampling method. 

In the current research, the researcher utilised convenient non-probability sampling for
conducting the study. In the convenience non-probability sampling method, the selected
numbers of observation are entirely closed to the researcher (Lim and Ting, 2013).
Convenience sampling is the most suitable sampling method in the case of pilot testing. The
research that extremely dependant on time constraints and convenience, convenience
sampling is the most suitable method of sample selection. In this method, the convenient of
respondents and the researcher is utilised to choosing the elements of sampling. With the help
of convenience non-probability sampling method, the researcher could critically evaluate the
role of customer loyalty in the online food delivery system (Etikan et al. 2016). The
significant responsibility of a researcher is to select a sufficient sample size for the research.
Proper sample size helps to carry out the investigation efficiently. In the current research, the
researcher analysed the customers of Indian Food Delivery Online Apps for the study. The
researcher adopts a sample size of 100 customers for implementing the research. 
3.8 Data analysis
Data analysis is the tactical way to describe, illustrate and analyse the information obtained
from the data collection method (Żywicki et al., 2017). Descriptive data analysis s utilised to
measure the information collected by surveying the participants. The data obtained by
conducting an interview is further analysed with the help of thematic data analysis method.
Case study data analysis is utilised to evaluate the information gathered through the case
study strategy. In the current research, the researcher adopted a descriptive data analysis
method to evaluate the evidence gained by surveying the customers of Indian food delivery
online apps. Descriptive data analysis helps the researcher to summarise the information and
collect the most valid evidences from it (Graneheim et al., 2017). With the help of descriptive
data analysis, the researcher could analyse various theories that are interconnected with the
research topic.

3.9 Ethics and Accessibility issues

The present study follows all the ethical principles effectively since the occurrence of any
ethical violation in the research can be neglected. The researcher strictly followed the data
protection act, 2018, for ensuring the confidentiality of participants. The most challenging
aspect that faced by the researcher while conducting the research is all about the issues of
collecting relevant data from appropriate sources, which extremely connected with the
required interpretations of the research. The collection of primary data by surveying the
customer is obstructed due to the unwillingness of customers. They are much conscious about
confidentiality and thus feared while the participation will damage their privacy. The
information is collected through primary data collection method and entirely avoided the
information from secondary sources. It further damaged the deep investigation of the research
issues. The avoidance of secondary sources limited the accumulation of valid information for
the study. The researcher ensured that the gathered information only utilised for conducting
the research study, and the research would not have any personal interest over the study
beyond academic purposes. Moreover, the researcher ensures the willingness and
convenience of participants before utilising them to the research. The researcher aimed to
provide efficient reference list and plagiarism free.
3.10 Summary
Through the third chapter of research methodology, the researcher explained different and
unique stands that adopted to execute the research efficiently. The current research, the
researcher utilised positivism philosophy along with a deductive approach to efficiently
analysing the factors affecting customer loyalty in delivery online service apps and food
orders. Through exploratory research design, the researcher could explore the role of
customer loyalty in online food delivery and helped to add additional information about the
research topic. The researcher collects more trustworthy primary information about the
research topic by surveying 100 customers of Indian food delivery online apps. Convenience
non-probability sampling method is adopted by the researcher to choose an appropriate
sample and sample size for the research. Descriptive data analysis is also discussed in this
chapter. Moreover, relevant ethical and accessibility issues that underlined with the research
execution is discussed in this chapter.
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