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CUSTOMER SATISFACTION TOWARDS ONLINE FOOD DELIVERY IN ZOMATO

Article in European Journal of Oriental Medicine · November 2022

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 CUSTOMER SATISFACTION TOWARDS ONLINE FOOD DELIVERY
IN ZOMATO

*Vrindha,
**Gokulpriya. S,
***Jayaprakash N

Abstract
The online food ordering system is one of the largest services, most fast food restaurants are adopting with this method,
and food is put online and delivered to the customer. This is made possible through the use of electronic payment system
to the delivery boy. Customers pay with their debit card or credit card through the app or in cash at the restaurant
when going to pick up. The app informs the customer of the quality, duration of food perception, and when the food is
ready for pick-up or the amount of time. It will take for delivery. Thus, the system designed in this project will enable
customers go online and place order. So many business and companies have now ventured into their business with ease
because of the internet. One of the concerns that the internet introduced is an online food ordering system. Until recently,
most of this delivery Orders were placed over the phone, It is possible for anybody to put any goods via the Internet and
receive the goods delivered at his/her Doorsteps.
Keywords- Food restaurants, Electronic payment system, Food ordering system

INTRODUCTION:
Zomato is an Indian restaurant aggregator and food delivery start up founded by Deepinder’sgoal and parkas cheddar
in 2008. Zomato was founded as foodie bay in 2008, and was renamed Zomato in 2010. In 2011 Zomato expanded
across India to Delhi, Mumbai, Bangalore, Chennai, Pune and Kolkata. In 2012 the company expanded operations
internationally in several countries, including the United Arab Emirates, Silence, Qatar, the United Kingdom, Philippines
and South Africa.
Zomato provides information, menus and user-reviews of 2 restaurants as well as food delivery options from
partner restaurants in select cities. Zomato also began grocery delivery amid the COVID-19 outbreak. As of 2019, the
service is available in 24 countries and in more than 10,000 cities. Zomato online ordering had been a great addition to
our delivery channels. Its smooth integration and online payment ability has allowed them to tap new

Journal of the Oriental Institute, ISSN: 0030-5324, UGC CARE LIST NO. 135,
Vol. 71, Issue. 02, No.18, April-June 2022, pp. 225-232
*Assistant Professor, School of Commerce, Nehru Arts and Science College, Coimbatore, Tamilnadu
**B.Com Banking, Nehru Arts and Science College, Coimbatore, Tamilnadu
***B.Com Banking, Nehru Arts and Science College, Coimbatore, Tamilnadu
226 VRINDHA, GOKULPRIYA. S, JAYAPRAKASH N

customer segments as well as give an enhanced service to their existing customers too, it has allowed to avoid the
issues related to credit card payment of delivery.

STATEMENT OF PROBLEMS:
In today’s world, the day to day activities even based on the using of online food delivery. So it is important to know
the worth ability of zomato. So it leads to the suspicion that whether the users of Zomato are satisfied with the quality
and service of online food delivery and whether it is secured. It also raises the question of whether the users face any
problem in it and whether they are affected by any of the factor which marking their decision through ordering food.

OBJECTIVE OF THE STUDY:

• To find out the socio-economic profile of the respondents.
• To find determination of motivating factor of product through zomato.
• To analyse the satisfaction level towards service provided by zomato.
• To evaluate the problems faced by the customers while purchasing in zomato.

RESEARCH METHODOLOGY:
It is used to determine customer satisfaction towards online food ordering with special reference to Zomato in Coimbatore
city. The data required for study have been collected through questionnaire. Questions relating to the personal profile,
problems and satisfaction of online food delivery users are included in the questionnaire. The study is concerned with
satisfaction of the customers. As the universe is large a sample of 107 respondents was collected. Simple random
sampling method has been followed to collect the sample. Data have been collected two methods as Primary data are
collected using well-structured questionnaire; Secondary data is collected from books, internet, journals and magazines.

LIMITATION OF THE STUDY:

• Some respondents were not willing to spend their time to give the necessary information.
• Period of time for the study was limited.
• Findings of the study are based on the assumption that the respondents have given correct information.
• The study is limited to Coimbatore city only.

REVIEW OF LITERATURE:
S.Kamakshi (September 2016) Conducted a Study on the topic “Consumer Perception and behaviour towards fast food
a study with reference to Chennai city.” The study focus on users online influence factor 50% user using online order.
And the consumer of fast food are health conscious and they do not have emotional attachment for fast food products.
The consumers consume fast food not only because of the taste, price, offers, and discounts rather they consider the
Quality, health and hygiene factors of the fast food.
Kashia, Radha (April 2017) has Conducted a study on the topic “Consumer Perception towards online shop-
ping for apparel through various websites.” The primary objectives of study with customer perception to purchase
intention in Singapore. In this research data from 120 respondents with previous experience. Their findings were the
shopping behaviour varies with respect to the age, gender, occupation, income, marital status. It also indicates that
lack of information such as description of Product, return policy are major drawback for online shopping websites.
H.S. Sethu & Bhavya Saini (2016) their aim was to investigate the student’s perception, behaviour and satis-
faction of online food ordering and delivery services. Their study reveals that online food purchasing services help the
students in managing their time better. The customer satisfaction and behaviour based upon 400 respondents
CUSTOMER SATISFACTION TOWARDS ONLINE FOOD DELIVERY IN ZOMATO 227

are collected. It is also found that ease of availability of their desired food at any time and at the same time easy access
to internet are the prime reasons for using the services.
Leong Wai Hong (2016) the technological advancement in many industries have changed the business model to
grow. Efficient systems can help improve the productivity and profitability of a restaurant. And the among cus- tomer
are 150 respondents for reveals for technological advancement will used for order food. The use of online food
delivery systemis believed that it can lead the restaurant’s business grow from time to time and will help the
restaurants to facilitate major business online.
K. Gowri (2019), pointed out in his research the customers attitude towards online marketing strate- gies. The
researcher made an attempt to realize the perceptive behind the customers thought process as well as marketer’s
approach. The data for the analyse have been collected from Coimbatore district through structured questionnaire by
adopting convenient sampling method. In this research the author identified the attitudes of the customer in the
marketing strategy adopted in online marketing. In general, online marketing ensures competitive price, speed delivery
of the goods, etc. But awareness of the customers about the online marketing is compara- tively low.

ANALYSIS AND INTERPRETATION

Table-1 Socio Economic Profile of Respondents

S.No Factors No of Respondents Percentage
1 Gender
Male 42 40%
Female 65 60%
2 Age
Below 18 15 14%
18-25 70 65%
25-40 22 21%
ABOVE 40 - -
3 Marital Status
Married 22 21%
Un- Married 85 79%
4 Area Of Residence
Urban 31 29%
Semi-Urban 17 16%
Rural 59 55%
5 Occupation
Students 66 62%
Business 10 10%
Profession 20 18%
Others 11 10%
6 Family Type
Joint Family 27 25%
Nuclear Family 80 75%
228 VRINDHA, GOKULPRIYA. S, JAYAPRAKASH N

7 No. Of Family Members

2-3 35 33%
4-6 64 60%
Above 6 8 7%
8 No.Of Family Members Earnings
1-2 78 73%
3-4 25 24%
Above 4 4 3%
9 Monthly Income
Less than Rs.10000 14 13%
Rs.10000 to Rs. 20000 36 34%
Rs.20000 - Rs.30000 25 23%
Above 30000 32 30%
10 How Long Time Using
Below 1 year 55 52%
1-2 years 33 30%
3-4 years 12 11%
Above 4 Years 7 7%
11 Order of Time Classification Order
of Time
Daily 7 6%
Weekly 20 19%
Monthly 20 19%
Occasionally 60 56%
12 Expenses Wise Classification
Below 500 52 49%
500-750 32 30%
750-1000 15 14%
Above 1000 8 7%
13 Prefering Of Food
Break Fast 12 11%
Lunch 48 45%
Snacks 24 23%
Dinner 23 21%
14 Reason for Ordering Food
No time for cooking 27 26%
Don’t know to cook 10 10%
Time saving 39 35%
Easy to Order 30 29%
CUSTOMER SATISFACTION TOWARDS ONLINE FOOD DELIVERY IN ZOMATO 229

From the table shows that out of 107 respondents, respondents are 42(40%) male and are 65(60%) female. Hence
the study reveals that majority of the respondents 65(60%) are female. 15(14%) are belong to the age group of below 18
years, 70 (65%) are belong to the age group of 18-25 years, 22(21%) are belong to the age group of 25-40 years Hence
the study reveals majority of the respondents 70 (65%) belongs to the age group between 18-25 years, 22(21%) belongs
to the Married , 85 (79%) belongs to the Un-Married Hence the study reveals that majority of the respondents 85 (79%)
unmarried,31(29%) respondents From urban area , 17(16%) respondents From semi – Urban area and rest 59(55%)
respondents from rural area. Hence, the study reveals majority of respondents, 59(55%) From urban area, 66(62%) of
the respondents are students, 10 (10%) of the respondents are Business, 20 (18%) of the respondents are Profession, and
11(10%) of the respondents are others.
Hence the study reveals that most of the respondents 66 (62%) are occupied as students. 27(25%) respondents are
joint family, 80(75%) respondents are nuclear family. Hence, the study reveals majority of respondents 80(75%) are
in nuclear family. 35(33%) respondents family members between 2-3 ,64(60%) respondents family members between
4-6 and rest 8(7%) respondents family members above 6. Hence, the study reveals majority of respondents 64(60%)
family members between 4-6. 78(73%) respondents family members earning between 1-2, 25(24%) respondents family
members earning between 3-4 and rest 4(3%) respondents family members earning above 4. Hence, the study reveals
majority of respondents 78(73%) family members earning between 1-2. 14 (13%) respondents family earnings per
month is less than Rs.10000, 36 (34%) respondents earning per month is Rs.10000 to Rs.20000, 25 (23%) respondents
earning per month is Rs.20000- Rs,30000 and the rest 32 (30 %) respondents family earning per month is above 30000.

Table-2 Classification Based on Level of Influence

Influence Wise Highly Influenced Neutral Dis Agree Highly Dis
Classification Influence Influenced Agree
Factor
Price 12(11%) 55(52%) 22(20%) 14(13%) 4(4%)
Offers& Discount 18(16%) 47(44%) 27(26%) 11(10%) 4(4%)
Delivery Timing 23(22%) 60(56%) 15(14%) 7(6%) 2(2%)
Availabilityof Restaurants 14(13%) 60(57%) 25(23%) 6(5%) 2(2%)
Customer Care 30(29%) 45(42%) 24(23%) 4(3%) 4(3%)

From the above table, Hence the study reveals majority of the respondents 55(52%) of respondents are satisfied
with price, 47(44%) of respondents are satisfied with Offer and discount ,60(56%) of respondents are satisfied with
Delivery Timing 60(57%) of respondents are satisfied with Availability of restaurants ,and 45(42%) of respondents
are satisfied with customer care.

Table-3 Level of Satisfaction

Satisfication Wise Highly Satisfied Neutral Dis Agree Highly Dis
Classification Factor Satisfied Agree
User Friendly 28(28%) 32(32%) 24(24%) 12(12%) 4(4%
Lack Of Delivery Order 22(22%) 26(26%) 24(24%) 18(18%) 10(10%)
Change In Orders 34(34%) 22(22%) 26(26%) 4(4%) 14(14%)
Promotions 40(40%) 24(24%) 20(20%) 10(10%) 6(6%)
Varieties Of Food 32(32%) 36(36%) 12(12%) 10(10%) 10(10%)
230 VRINDHA, GOKULPRIYA. S, JAYAPRAKASH N

From the above table, Hence the study reveals majority of the respondents 32(32%) of respondents are satisfied
with users friendly, 26(26%) of respondents are satisfied with lack of delivery order ,34(34%) of respondents are
highly satisfied with change in orders , 40(40%) of respondents are highly satisfied with promotions ,and 36(36%) of
respondents are satisfied with variety of food.

WEIGHTED AVERAGE METHOD

Table-3 Problems while purchasing Food in Zomato

Reason Delivery of Time Taste Product Change Out

Score Of Stock
1 5 5 5 2
2 8 7 9 1
3 3 7 1 3
4 16 1 2 1
5 19 1 3 1
6 17 17 2 1
7 37 18 16 15
Weighted Average 105 56 38 24
Rank IV III II I

From the table show that Problems of Purchasing product in Zomoto. The first Rank is Attained by out of Stock
followed by Product Change, Taste, Delivery of Time.

FINDING AND SUGGESTIONS:

SOCIO ECONOMIC PROFILE, SATISFICATION AND PROBLEMS OF THE ZOMATO ORDER
• The study reveals that majority of the respondents 65(61.9%) are female.
• The study reveals majority of the respondents 70 (66.7%) belongs to the age group between 18-25 years.
• The study reveals that majority of the respondents 84 (80%) are Un-Married.
• The study reveals that majority of the respondents 66(65.2%) are occupied as students.
• The study reveals most of the respondents 36 (34.3%) family monthly income is Rs.10,000- Rs.20000.
• The study reveals majority of respondents 79(75.2%) are in nuclear family.
• The study reveals majority of respondents , 59(56.2%) From rural area.
• The study reveals majority of respondents 68(68%) family members between 4-6.
• The study reveals majority of respondents 76(72.4%) family members earning between 1-2.
• The study reveals that majority of the respondents 61 (58.1%) are ordering the food Occasionally.
• The study reveals that majority of respondents 53(50.5%) respondents are Spending below 500rs per order.
• The study reveals that most of the respondents 45 (52.4%) are using zomato below 1 year
• The study reveals that most of the respondents 48(45.7%) are preferring lunch in zomato.
• The study reveals that most of the respondents 36(34%) are said time saving.
CUSTOMER SATISFACTION TOWARDS ONLINE FOOD DELIVERY IN ZOMATO 231

• The Study Shows that 55(52%) of respondents are satisfied with price, 47(44%) of respondents are satisfied
with Offer and discount ,60(56%) of respondents are satisfied with Delivery Timing 60(57%) of respondents are
satisfied with Availability of restaurants, and 45(42%) of respondents are satisfied with customer care.
• th0e study reveals majority of the respondents 32(32%) of respondents are satisfied with users friendly, 26(26%)
of respondents are satisfied with lack of delivery order ,34(34%) of respondents are highly satisfied with change
in orders, 40(40%) of respondents are highly satisfied with promotions, and 36(36%) of respondents are satisfied
with variety of food.
• From the Above table show that Problems of Purchasing product in Zomoto. The first Rank is Attained by out
of Stock followed by Product Change, Taste, Delivery of Time.

SUGGESTIONS:
Use mobile food app to accept orders: With the advancement of technology, online ordering has become the most
preferred method of ordering food. Build the restaurant’s own food ordering mobile app or website that directly integrated
with your POS. Recommendations regarding quality of delivery has to be accepted from the respondents which helps
the company to understand the areas where they should improve.
• Ensure the food is hot
• Package food safely
• Give attention to add-ons

CONCLUSION
This study was undertaken to examine the service quality, customer satisfaction, and overall consumer preference of
Zomato. In this study, the numbers of participants were 100 and the type of questionnaire used was structured mailed
questionnaire. In this research paper, the main data used are primary and secondary data. It is concluded from the study
that the majority of respondents and they are aware of Zomato.
The main limitations of this study were time limit, the sample size was small and trustworthiness of the customer’s.
In this age of ever-increasing competition, it is important for Zomato to keep an eye on the preferences of the customers
in order to capture the largely untapped market.
On the basis of the study, it can be concluded that Zomato has gained positive opinion of majority of the consumers
in comparison to other service providers. It is mainly because of their better timely delivery and offers like discounts
and freebees. Zomato has been in the top position in online food delivery service providers and if it improves further, it
can remain in the top. The biggest difference between Zomato and other food delivery start-ups is the fact that they have
their own delivery fleet and serve from neighbourhood restaurants. The boys are equipped with smartphones powered
by routing algorithms which enables them to deliver food in the most efficient way possible.

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14–15 November, 2009.
232 VRINDHA, GOKULPRIYA. S, JAYAPRAKASH N

3. Dr Ramesh Kumar Miryala, John Paul Mennakanti “Responsible marketing for sustainable development” Zenon
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4. Anita Goyal and N.P.Singh “Consumer perception about fast food in India: an exploratory study.” British food
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