Chapter – 2 Literature Review

2.1. Meaning of Literature Review

2.2. Importance of Literature Review
2.3. Purpose of Literature Review
2.4. Listed Authors Reviews on Customer Satisfaction
2.1 Meaning of Literature Review
 A literature review is a type of review article. A literature review is a scholarly
paper that presents the current knowledge including substantive findings as well as
theoretical and methodological contributions to a particular topic.
 Literature reviews are a basis for research in nearly every academic field.
 A narrow scope literature review may be included as part of a peer reviewed
journal article presenting new research, serving to situate the current study within
the body of the relevant literature and to provide context for the reader.
 In such a case, the review usually precedes the methodology and results sections
of the work.
 Producing a literature review may also be part of graduate and post-graduate
student work, including in the preparation of a thesis, dissertation, or a journal
article.
 Literature reviews are also common in a research proposal or prospectus.
 Over the years, numerous types of literature reviews have emerged, but the four
main types are traditional or narrative, systematic, meta-analysis and meta-
synthesis.
2.2. Importance of literature Review
• It describes how the proposed research is related to prior research in statistics.
• It shows the originality and relevance of your research problem. Specially yours.
• Research is different from other statisticians.
• It justifies your research methodology.
• It demonstrates your preparedness to complete the research.
2.3. Purpose of Literature Review
➢ Provide foundation of knowledge on topic.
➢ Identify areas of prior scholarship to prevent duplication and give credit to other
researchers.
➢ Identify inconstancies: gaps in research, conflicts in previous studies, open
questions left from another research.
➢ Identify need for additional research (justifying your research)
➢ Identify the relationship of works in context of its contribution to the topic and to
other works.
➢ Place your own research within the context of existing literature making a case
for why further study is needed.
2.4. Listed Authors Review on Customer Satisfaction
1. Dr. Apoorva Prashant Hiray and Dr. Jayashree Bhalerao (2022)
There is a growth of food delivery wallets post COVID. The purpose of the study
is to measure customer satisfaction of Zomato application in Nashik. Parametric
Student t-test is applied to analyse difference in expected and perceived mean scores
in eservice quality dimensions. It is seen that users of Zomato are satisfied in
Application design, Security, Information & Reliability However the expected
mean scores in case of responsiveness are more as compared to actual mean scores.
Further studies can be conducted by applying EFA techniques to identify problems
and challenges faced by users of Zomato.
2. K. Sankar Singh and Dr. Ashok Kumar Katta (2022)
The study examines the influence of online food ordering on customers and to know how
Swiggy food ordering has affected and DOWHUHG WKHLU IRRG KDELWV +HQFH WKH
VWXG\ LQYHVWLJDWH FXVWRPHU·V satisfaction towards online food ordering app
Swiggy The research found Respondents of this study, between the ages of 21 and 35
used online food services more than any other age group. Swiggy is the most popular
food ordering app, and it is preferred by respondents more. This research is based on
primary data, which is obtained by a primary survey using a well-structured
questionnaire in order to meet the requirements of the stated objectives of this research
study. The sample size of this research comprises 150. The study taken in Chennai city
southern region. SPSS version 20 is used in this research
3. Ms. Aarti Rishi (2021)
They conclude that the growth in technology is coupled with low-cost mobile data
plans attracts many people to access the Internet, which has resulted in a spike in
Online to Offline (O2O) business in India including Online Food Delivery (OFD)
platforms. In the present global COVID-19 pandemic, the OFD service providers
played a vital role in delivering the food to consumers and enabling the restaurants
to keep operating by minimising their losses. With the increase in demand for fast
and online foods, many businesses are entering into tier 3 cities in India.
4. Ms. Pooja Deshmukh (2021)
Research paper that the rise in the competition has ultimately changed the buying
habits and purchasing decision making process of the consumers and has put more
weight on the brand than any other product feature. This process has not only made
the brand one of the most indispensable assets of the company but has also made
marketers include strategies to build robust assertive brand equity. Food product
awareness, loyalty, and perceived value are acknowledged widely as critical
 concerns by consumers and even service providers. Brand equity is the value of a
brand or a review as the perceived expensive brand has positive brand equity. It can
charge more for the products and services than the generic products or other
competitors.
5. Mr. Manish Kumar Srivastava & Mr. Atul Kumar Srivastava (2021)
They have conducted that Technology has emerged as one of the factors which are
affecting every business throughout the world. It has changed business practices
throughout the world. The service industry is hugely affected by the use of
technology. The Food and Restaurant Industry is also started making efficient use
of technology. In recent times, consumers have shown an inclination towards
ordering foods from hotels and restaurants and having them at the convenience of
their homes. Due to this online food delivery has emerged as a fast-growing services
sector.
6. Ms. Dipti Tulpule & Ms. Mamta Chawla (2021)
They have conducted that Marketing describes unsatisfied wants and needs. It
determines, calculates, and quantifies the size and profit potential of the defined
sector. It decides which segments the business is ideally suited to serve and then
designs and promotes the required products and services. Marketing is the science
and art of finding, designing, and providing value to a target market while making
a profit. “Online food ordering in India is becoming increasingly common among
Indian consumers. It has been observed to rise at a steady rate of 15% over the last
year and is projected to grow at the same rate in the coming years. The proliferation
of online food ordering in the Indian market is largely due to the country's
smartphone penetration, which is estimated to be at 28 percent.
7. Ms. Mario Sidharta (2021)
The study has conducted that One of the most popular e-commerce businesses is
online food delivery services. Promotion is one of the reasons that makes online
food delivery service users increase every year. This research aims in alayzing the
effects of e-service quality, food quality, and sales promotion toward perceived
value and customer satisfaction, as well as their impacts on customer loyalty.
8. Ms. Meghna Chhabra (2020)
The study has conducted that Customer-Satisfaction is basically the subject of how
an individual, group of people or organizations choose, take, use and dispose of
ideas, products, and services to satisfy their requirements and needs. It says about
the activity of the customers in the market areas and the motives which are
underlying for their activities
9. Ms. Norshita Mat Nayan (2020)
The food delivery service industry is growing up and has a good potential rate in
Malaysia and globally now. With social distancing the new norm, consumers are
demanding to have takeout food delivered in parallel with government standard
procedure in the Covid-19 pandemic. It will deal with consumer behaviour, needs,
and user requirement elements in analysing their perceptions and satisfaction that
will give the best-indicated system to understand consumer stability.
10. Ms. Ardhana M Prabhash (2020)
They conducted the study of rise of the platform economy, aided by the evolution
of new digital technologies, has contributed to the tremendous growth of the food
delivery sector in India. In recent times, this sector has witnessed the emergence of
new players, as Swiggy and Uber Eats with already established players like Zomato
tweaking their business models to align them with the demands of the sector. While
the Online Food Delivery platforms have opened new opportunities in the labour
market and expanded the consumer base for existing restaurant. E-commerce in
India is expected to grow from US $100 billion by 2020, making it the fastest
growing e-commerce market in the world! E-commerce is also witnessing a spurt
in online food and restaurant service companies, which is expected to reach $2.7
billion by 2019.
11. Mr. Deepayan Ghosh (2020)
The study research conducted that the fast-food market in India is growing rapidly
in India with changing habits and agile lifestyles. At the same time, Technology is
diffusing rapidly into the deepest pockets of India, with cheaper data and betterment
of digital infrastructure. In this context, many fast-food brick and mortar stores are
increasing their digital presence in order to cope with the Technological disruption
across all segments. These online retailers have been empowered by Aggregators
who aim to better synchronize demand and supply of products, leveraging
technological innovations. A major challenge encountered by these Online retailers
in a highly fragmented and competitive industry is to retain customers, and
subsequent loss of revenue and market share.

12. Mr. Anubhav Kumar Pathak (2020)

The study conducted that E-commerce is seeing a great boom in the present times
and it is growing immensely. Online food delivery services are one of the fastest
growing e-commerce developments. The ease that these services provide makes
people get attracted towards it and use it. People get to choose variety of foods from
 the range of food delivery applications like Swiggy, Zomato-UberEATS, Food
panda, Dine out etc. Since the number of women in working population is
increasing in the metro cities these online food delivery services are also increasing.

13. Ms. Aparna Bhardwaj (2020)

The Research has concluded that Technology innovation has changed all the
everyday exercises we do. Online food ordering service is among them. Online food
ordering service was first begun by Zomato in the year 2018 pursued by Swiggy,
Food Panda and Uber eats. Even though the physical sustenance administrations
given by different Restaurants and lodging is as yet ruling the time at present, the
online structure which has risen as of late is going to command the physical form.
This pattern is very unmistakable in created developed cities in India. Subsequently,
this article endeavours to discover the pattern in creating city like Bhubaneswar and
different elements influencing that.
14. Ms. Meera B. Vithlani (2020)
The most commonly used applications here in this study are used and adopted for
the research upon i.e., Zomato and Swiggy. A continuous increase in the users of
these two applications is observed in today’s world. With reference to which an
indeed research and study here is conducted to find the effectiveness of the
application which creates the most positive image in the mind of the consumers.
15. Ms. Arawati Agus (2019)
The study has concluded that the online food delivery industry has emerged as a
new channel of food delivery and marketing in order to capture a bigger share and
sale in the food industry. This new type of business delivery has become very
popular, especially among young, busy and working people. In addition, this
business has become more competitive due to the increasingly new business entries
and users’ expectation resulted from the anxiety of online food ordering and time
convenience, but not at the expense of providing quality products and services.
Therefore, it is very crucial that online service providers understand the nature and
requirements as well as the pertinent aspects of the online service industry that are
considered important to the customers in this emerging market.
16. Ms. Mayuri Chaturvedi (2019)
Food is one of the basic needs for a human being. Now a days people can order the
food from home with the help of internet. Online food ordering is emerging as a
new trend all over the world. By the increase of usage of internet in India ordering
food was becoming more popular. These days online food ordering in India has
 been increasing in urban areas. In rural areas there is no noticeable increment in
rural areas, Marketers such as Food Panda, Swiggy, Zomato, Uber eats should know
the consumer behaviour to develop their performances. They should know the
customers in order to update them according to the tastes of the people.
17. Mr. Ashish Raina (2019)
The study has concluded that developments in technology and reliance on internet
has pitched a new pathway for marketing through mobile applications. According
to worldwidewebsize.com the internet holds 15- 50 billion active websites. These
websites and applications have outdated many traditional ways of marketing and
selling products. A combination of marketing intelligence and technology has
reached to the development of mobile applications which use internet as a medium
to advertise products as well as services. Customers as well as business houses now
a days have a contemporary perception of products and services available in the
market. Marketing strategies are based on online marketing which suits demands of
today’s customers. Keeping in view the online services this paper aims to study the
perception of customers ordering food through online food delivery apps viz.
Zomato, Swiggy and Uber eats.
18. Ms. Latika Ajitkumar Ajbani (2019)
Technological advancement has made everything available on a click at doorstep
through various mobile applications such as Uber Eats, Swiggy, Zomato, Food
Panda etc. Transportation plays crucial role in delivering food which is ordered
online. Online food ordering and delivery benefits in many ways such as it provides
convenience, ease, saves times, many promotional offers are available leading to
saving money on every order placed, more choices are available etc. In this study,
an attempt is made to investigate customers’ perception towards online food
ordering and delivery.
19. Mr. Ayush Beliya (2019)
This study showed that satisfaction of consumers by using online food services “.it
will deal with consumer behaviour & helps to analyse their perceptions & will also
help us to understand consumer equilibrium
20. Mr. M.H.N. Badhusha (2019)
The study has said that today, the business of Food distribution amenities is one of
the fastest emergent segments of digital commerce. The key modification between
traditional and digital food ordering is the scope of an interface between the end-
user and the seller. The main objectives of the study are to know the association
between demographical characteristics and overall satisfaction, to analyse the
multiple response on the preference of digital food service portal, to identify the
reason for using mobile application to order foods online, to rank the foods
preferred on digital food ordering, to find out the best predicting factor that
influences to choose digital food portal services.
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