Abstract
This study discusses third-party online food delivery providers' (OFDPs) continuing dominance post-pandemic and provides recommendations for providers and foodservice operators by analyzing customer comments regarding a third-party OFDP. Thematic Analysis, a data-driven inductive approach, was applied in this study to identify four emergent themes. 1) App Technology- Oriented Quality Attributes, 2) App Service-Oriented Quality Attributes, 3) Delivery Person’s Performance, and 4) Restaurant Food Quality. Technology-Oriented Quality Attributes had the highest frequency of mentions (533), followed by Deliverer’s Performance (531), Service-Oriented Quality Attributes (524), and Restaurant Food Quality (115) for a total of 1,703 mentions of which 461(27%) were positive and 1,242 (73%) negative. Theme 1 had the highest percentage of negative comments at 86%, followed by Theme 2 at 85%, Theme 4 at 77%, and Theme 3 at 48 %, the only surfaced theme that did not have more negative than positive comments.
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Creative Commons License
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DOI
10.20429/jamt.2024.110104
Publication Date
6-21-2024
First Page
34
Last Page
48
Recommended Citation
McCain, Shian-Lih C., Lolli, J., & Liu, E. (2024). Emerging themes regarding customer perception of a third-party online food delivery provider and the implications for operators. Journal of Applied Marketing Theory, 11(1), 34-48. ISSN: 2151-3236. DOI: 10.20429/jamt.2024.110104