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AN EMPIRICAL STUDY TO UNDERSTAND CONSUMER SATISFACTION TOWARDS

ONLINE FOOD DELIVERY APPLICATION WITH SPECIFIC REFERENCE TO SWIGGY
IN INDIAN CONTEXT

Article · December 2021

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Dipanti Joshi Priyanka Bhatt

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 1Kanpur Philosophers ISSN 2348-8301
International Journal of humanities, Law and Social Sciences
Published biannually by New Archaeological & Genological Society
Kanpur India

Vol. VIII, Issue II (Winter) 2021

AN EMPIRICAL STUDY TO UNDERSTAND CONSUMER SATISFACTION

TOWARDS ONLINE FOOD DELIVERY APPLICATION WITH SPECIFIC
REFERENCE TO SWIGGY IN
INDIAN CONTEXT
Asst. Prof. Dipanti Joshi & Dr. Priyanka Bhatt
dipanti.joshi@sal.edu.in, priyanka.bhatt@sal.edu.in

ABSTRACT

Purpose: Researcher‟s preliminary focus is on measuring the effectiveness of Online Food

Delivery application on customer satisfaction while ordering food from restaurants. The study
emphasis on the identifying various factors contributing to satisfaction and understanding how
these factors lead to usage of OFDAs along with the internal comparison of the same.

Design/ Methodology/ approach: This research proposes an integrated model based on previous
literature review, an instrument has been designed with appropriate five-point scale as a primary
research method and 267 valid responses have been considered.

Findings: The significant results are based on the regression model and support the inevitable
role of Performance expectancy& quality, Payment Methods, Description of the food item, Effort
Expectancy and price in influencing overall satisfaction of consumer while ordering food from Online
food delivery applications suggesting 74% changes due to these factors.

Research Limitations/ Implications: The nature of this study is cross-sectional, thus it is unable

Kanpur Philosophers ISSN 2348-8301, Volume-VIII, Issue-II, 2021

to capture an accurate view of changing customers perception over a period of time. The study
has acquired convenience sampling technique which restrains the results to be generalized in
implications.

Theoretical and practical Implications: This is unique attempt to understand the factors
contributing satisfaction of online food delivery application users. The study extends previous
studies, which can be examined with various samples in different geographical areas. The
Practical implication is crucial as the study suggests major factors that needs attention and can
enhance in the field as a product provider.

Paper Type: Research paper

Keywords: Online Food delivery Application- OFDA, Consumer Satisfaction, Performance

expectancy(DE), Effort Expectancy (EE), Payment Methods(PM), Price, Description of product

1. INTRODUCTION

The rapid growth of information communication technology (ICT) and smart phones, mobile
food ordering applications have become extensive and integral part of routine life. (Cha, 2020)
(Das M. S., 2009) (Ahn, T., Ryu, S., & Han, I., 2007) (Bressolles, G., Durrieu, F., Senecal, S,
2014) (Shareef A. D., 2012) (Shareef K. K., 2016) (Das J. , 2018).Mobile apps are designed to be
downloaded by people and a figure predicted that the users of the app downloads will get
increased by 258.2 billion by 2022.1 Mobile food ordering apps can be defined as the apps that
the users can download in their smart phones to access restaurant, view food menus with
payment options available online (Bressolles, G., Durrieu, F., Senecal, S, 2014).

Online Food delivery actually refers to the process whereby food that was ordered online is
prepared and delivered to the consumer. The development of online Food Delivery has been
carried by the development of integrated online Food delivery platforms, such as Swiggy,
Zomato etc. These platforms serve a variety of functions including providing customers with a
variety of food choices, the monitoring of payment, the organization of the delivery of the food
tracking facilities (Joshi & Bhatt, 2021). Food delivery apps function within the extensive
context of online food delivery as they enable the ordering of food through mobile apps (Joshi &
Bhatt, 2021) .Therefore, this research paper directly aims to check the overall satisfaction of

1
https://www.statista.com/statistics/1149293/india-popular-food-delivery-apps/

Kanpur Philosophers ISSN 2348-8301, Volume-VIII, Issue-II, 2021

consumers while using online food delivery application (taken-swiggy).In other words we can
say this study is being conducted on evaluating satisfaction of consumers towards online food
delivery application-swiggy. Advertising and sales promotion of these applications motivate
customers through the lucrative perceived benefits of price reduction (Joshi & Bhatt, 2021).

2. LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT

Mobile food ordering apps have been widely considered in the restaurant sector as creative
channels to reach customers and provide them high quality services. In this study the researchers
identified and empirically examined the main factors i.e. Customer satisfaction and customer
intension to reuse mobile food ordering apps in Jordan. This research proposes an integrated
model based on the extended Unified theory of acceptance and use of technology (UTAUT) and
the features of MFOs. (Alalwan A. A., 2019)
Performance expectancy refers to the ability of the new system and application to help customers
attain what they need and want in a more convenient and productive way. (Venkatesh et. al.,
2003).The new system of ordering food is definitely not time consuming , and requires less
efforts from the side of consumers that‟s the reason consumers have positive reaction and
intension towards this particular system rather than the traditional ones (Joshi & Bhatt, 2021)
(Sharma, 2019) (Dwivedi, 2016) (Tamilmani, 2019) (Venkatesh, 2003). Another important
feature which these services offers to customers is online tracking , which directly increases the
performance expectancy or motivation of consumers.
Customers always have a positive reaction towards apps which are easy to use or user friendly.
(Alalwan, 2017).Therefore effort expectancy is termed by (Venkatesh et. al., 2003) or ease of
use, as defined by is a vital component in most studies on technology acceptance and innovation
diffusion. (Alagoz, Serhat & Hekimoglu, Haluk, 2012) (Kapoor, A.P. and Vij, M., 2018)
(Joshi & Bhatt, 2021) Consumers tend to think about the financial aspect i.e. how much price we
are paying for the particular service or product and when it comes to ordering food from food
delivery platforms customers are always looking for discounts & offers, this is generally referred
to as price value. According to (Joshi & Bhatt, 2021) price conscious customers can reinforce
customers regarding the perceived benefits they can get by using such applications. Other than
discounts, coupon plays a crucial role in highlighting perceived benefit and in creating repeat
customers. (Joshi & Bhatt, 2021). Customers are more likely to compare the benefits of using the

Kanpur Philosophers ISSN 2348-8301, Volume-VIII, Issue-II, 2021

new system with the financial cost paid (Kapoor, A.P. and Vij, M., 2018) (Venkatesh,
2012).Thus Price value is directly proportionate with satisfaction & continued intension. E-
satisfaction is defined “as the contentment of the customer with respect to his or her prior
purchasing experience with a given electronic commerce firm.” (Srinivasan, 2003).

H1 Performance expectancy will positively impact satisfaction of consumers towards swiggy.

H2 Effort Expectancy will positively impact satisfaction of consumers towards swiggy.
H3 More available Payment methods will positively impact satisfaction of consumers towards
Swiggy.
H4 Price Value will positively impact satisfaction of consumers towards swiggy.
H5 Description of the item will positively impact satisfaction of consumers towards swiggy
3. CONCEPTUAL MODEL

Performance
expectancy

Effort Expectancy

Consumers payment
Satisfaction methods

Description of the
item

Price

4. RESEARCH GAP

Kanpur Philosophers ISSN 2348-8301, Volume-VIII, Issue-II, 2021

This study proposes to fill the research gap related to mobile food ordering apps by suggesting a
model which is able to catch the majority of factors related to, the satisfaction of consumers
towards using online food delivery applications the factors such as Performance expectancy,
payment methods, price value, description & effort expectancy we have taken this variables
because this variables will add value to our research and this variables have not been taken by
the previous researchers. In this 5 variables are independent variables and there is one dependent
variable which is called satisfaction. Apart from it in this majority of the samples collected from
major cities of Gujarat and this study has been done post pandemic so the time frame taken was
different.

5. RESEARCH METHODOLY

5.1 Research Objective

The preliminary objective from this study is to understand consumer satisfaction towards online
food delivery application with specific reference to Swiggy in Indian context

5.2 Research Method

The study has been conducted in major cities of Gujarat. The method used for collecting the
entire data was questionnaires survey. The duration of this study was 2 months. The sample size
taken by the researcher was 350 from which 267 valid samples were taken for data analysis. The
structured questionnaires were distributed in cities of Gujarat, such as Ahmedabad, Surat, Baroda
and Rajkot. Researcher applied 5 Point Likert Scale from Strongly disagree to Strongly agree.
The researcher had 6 constructs with 20 statements namely effort expectancy(3),Payment
Method(4),PriceValue(3),description(3),Performance Expectancy(4),satisfaction(3). From the
267 respondents demographic data has been collected which is shown in the below table:

5.3Demographic Statistics

Table 1- Demographic Statistics

Option Frequency Percentage

GENDER MALE 140 52.4

Kanpur Philosophers ISSN 2348-8301, Volume-VIII, Issue-II, 2021

 FEMALE 127 47.6
AGE 18-30 196 73.4
31-45 26 9.7
45 AND ABOVE 45 16.9
OCCUPATION STUDENT 119 44.6
SELF-EMPLOYED 27 10.1
HOMEMAKER 6 2.2
EMPLOYED 114 42.7
UNEMPLOYED 1 .4

MARITAL STATUS MARRIED 88 33.0

UNMARRIED 179 67.0

INCOME BELOW 200000 66 24.7

200000-500000 91 34.1
500000-1000000 71 26.6
ABOVE 1000000 39 14.6
Source: Author‟s own

6. Data Analysis
For data analysis, SPSS.21 version was rigorously used and hypotheses were tested to draw
necessary conclusions about the variables.

Multiple Regression Analysis

In order to understand and estimate the relationship among the identified variables, regression
analysis proves to be very useful. It describes about the changes in dependent variable on
account of a small change in any independent variable. After establishing liners relationship
among the dependent and independent variables, the degree of variation in the value of
dependent variable due to which change happens in independent variables can be estimated by
the researchers.
Table- 2 Model Summary
Model Summaryb

Kanpur Philosophers ISSN 2348-8301, Volume-VIII, Issue-II, 2021

Model R R Square Adjusted R Square Std. Error of the Estimate
a
1 .862 .743 .738 .40398
Source: Author‟s own

a. Predictors: (Constant), ODIS, ODESC, OPAY, ODEXP, OUSERF

b. Dependent Variable: OSATIS

Table- 3 ANOVA
ANOVAa
Model Sum of Squares df Mean Square F Sig.
b
1 Regression 123.279 5 24.656 151.074 .000
Residual 42.596 261 .163
Total 165.874 266
Source: Author‟s own
a. Dependent Variable: OSATIS
b. Predictors: (Constant), ODIS, ODESC, OPAY, ODEXP, OUSERF

H0- The multiple regression model developed in this study is not significant.

In order to evaluate the model fitness and finding out the most influencing factor, the researcher
has used stepwise multiple regression analysis. As per the model most influencing factors are
Overall performance expectancy, Overall payment method, Overall Description of item, overall
Effort expectancy, Overall Price that affect on Overall satisfaction from food delivery
applications.

Table- 4 Coefficients

Coefficientsa
Model Unstandardized Coefficients Standardized t Sig.
Coefficients
B Std. Error Beta
1 (Constant) .205 .138 1.489 .138
OPEXP .013 .056 .013 .238 .812
OPAY .200 .049 .192 4.073 .000
ODESC .182 .045 .200 4.080 .000
OEE .338 .054 .369 6.218 .000
OPR .191 .044 .215 4.380 .000
a. Dependent Variable: OSATIS
Source: Author‟s own

Kanpur Philosophers ISSN 2348-8301, Volume-VIII, Issue-II, 2021

Y= a + β1X1 + β2X2 + β3X3 + β4X4 + €
[Y= satisfaction from food delivery applications (Dependent variable), a = intercept/constant, β=the
regressions coefficient of y on x, impact on dependent variable because of independent variable, X1 =
overall performance expectancy, X2 = overall payment method, X3 = overall Description of item,
X4 = overall Effort expectancy, X5= Overall Price value, € = the error term]

According to the result of model Beta (β) for overall performance expectancy is 0.013, for overall
payment method is 0.192, for overall Description of item is 0.200, for overall Effort expectancy is
0.369 and for Overall Price value is 0.215, which means changes in one unit in overall performance
expectancy will have 0.013 unit change in satisfaction from food delivery application where other four
factors will remain unchanged. Here overall Effort expectancy is having highest impact on
satisfaction from OFDA following the impact of price value and description of product.
T value for OPEXP, OPAY, ODESC, OEE and OPR are 0.238, 4.073, 4.080, 6.218 and 4.380
respectively and the significant values =0.00 ( < .50) except the overall performance expectancy,
for all which validates the model with significant impact.
Satisfaction from OFAD= 0.205+ 0.13(OPEXP) +0.200(OPAY) +0.182(ODESC) +0.338(OEE)
+0.191(OPR)

Findings:
As per the respondents‟ profile majority of the respondents are male with 52.4% and 67% are
unmarried. Most of the respondents chose online order(90.6%) and prefer mobile apps(82.8%)
while ordering food online,(1.5%) prefer website,(2.2%) prefer direct calls and (13.5%) It has
been revealed from this study that maximum number of respondents order food online only even
post pandemic the percentage is 90.6. Out of total 267 respondents 221(82.8%) prefer walk-in.
Secondly the majority of the people order food online, according to the mood. Thirdly Major
respondents have chosen swiggy over zomato and foodpanda.

 Findings from Regression:

To achieve the basic purpose of this research, here researcher wants to measure the impact of
various independent factors like Performance expectancy& quality of the food, Payment
Methods, Description of the food item, User Friendliness of application and Discounts on

Kanpur Philosophers ISSN 2348-8301, Volume-VIII, Issue-II, 2021

ordering Online .As the significant value is 0.00 in all cases which is less than 0.05 it shows that
the model is significant and there is significant contribution of independent variables on
dependent variable i.e. satisfaction of consumers while ordering food online from swiggy due to
Performance expectancy& quality of the food, Payment Methods, Description of the food item,
User Friendliness of application and Discounts on ordering Online, the results are confirmed
with the previous research (Joshi & Bhatt, 2021).

 Finding from COEFFECIENT:

Here researcher wants to understand the individual impact of each factors on dependent
variable, since this is cross sectional research therefore researcher emphasize on
unstandardized coefficient. The coefficient table first column indicates the value of constant and
respective regression coefficients of independent variables shows their relative impact on
dependent variable overall perceived satisfaction.
Herein the significant table indicate the significant value for each independent factor is 0.013,
0.192, 0.200, 0.369, and 0.215 respectively which is less than 0.05. It shows that all the
independent variable have a significant impact on the dependent factor which is overall
satisfaction of food delivery application. Thus there is significant impact of overall Performance
Expectancy, discounts, payment methods, and description and user friendliness on overall
satisfaction.

Suggestion:

From the findings it can be suggested that Most of the customers expect exact item what they see
in the photo of the food, it is highly recommended that Swiggy should also improve its imagery
contents shown in menu‟s of different restaurants to match with the real pictures of dishes to
attain higher satisfaction of customers

It is also important that majority of the customer for swiggy are students and employees between
the age group of 18-30. So, it is suggested that if swiggy introduces special offers and special
collaboration with educational institutes and companies to provide fresh food at the right time

Kanpur Philosophers ISSN 2348-8301, Volume-VIII, Issue-II, 2021

and at the affordable price for students and employees there are higher chances of growth and
increased orders for the swiggy company.

Swiggy Genie feature is a very unique feature provided by Swiggy along with its food delivery
services and by looking at the customer interest in Genie service, improving and investing more
resources and time to improve Genie feature and make it more user friendly to people will surely
help Swiggy retain its customers and gain long term advantages.

Theoretical Contribution, Practical Contribution and Conclusion:

The research aims to contribute key factors responsible to improve customer satisfaction for
Swiggy and also other online delivery platforms. Swiggy has provided more price discounts and
vouchers to the buyers from the application but still customers are equally inclined towards
zomato so the theoretical contribution is that swiggy can improvise its user interface.
In recent time that food industry was highly impacted by the pandemic globally. Post-pandemic
when economies are gradually recovering and food industry is getting its market active again, it
is very important for food delivery platforms to understand impacted or changed behaviour or
spending habits of consumer post pandemic. This research contributes practical knowledge
toward how consumer behaviour has changed recently and what new parameters has to be added
before making any decisions in an organization. As the primary location of the research is major
cities of Gujarat and all cities are developing cities, so changing behaviour of consumer is very
important to study to take competitive advantage. The information collected and provided to the
organization will help major players in food delivery application to make strategies of their
future promotional campaigns as well as for service improvement.
Now a day‟s people prefer online food ordering rather than walk-in to a café or restaurants. As
per the analysis of the result one of the most important reasons for satisfaction from online food
delivery applications are the discounts and coupons these platforms are providing to their
customers. Thus it can be concluded that the variables like Performance expectancy, payment
methods, description of particular food item, discounts & offers has direct impact on overall
satisfaction.

Kanpur Philosophers ISSN 2348-8301, Volume-VIII, Issue-II, 2021

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