Customer Satisfaction with Online Food Delivery Services in Bangladesh

Abstract

Technology has transformed conventional social habits, such as ordering online and consuming food at a preferred place. However, there needs to be more knowledge about the satisfaction of those services. Hence, the study investigates customer satisfaction with online food delivery services in Bangladesh due to the enormous digital economic growth. The study followed a subjectivist and interpretivist research philosophy to enrich the knowledge of social evidence. Therefore, a qualitative strategy and an inductive research approach were chosen for this investigation. Three officials of the case company and five customers were interviewed using open-ended questionnaires to obtain primary data through Microsoft Teams and Forms, which were subsequently thematized using Microsoft Office.

Empirical investigation illustrates that online food delivery (OFD) businesses have been developed due to urbanization, technological adoption, convenient services and platforms, mobile penetration, and digital infrastructure. However, traffic congestion is still a massive barrier. Moreover, customers are primarily satisfied with fast, accurate, and timely delivery, ensuring prompt response, feedback, restaurants, food quality, safety, hygiene, and pricing. OFD businesses have promising prospects of ensuring prompt care and service expansion that align with technological development. Additionally, the study revealed that the marketing mix should consider a new dimension of time, which is the most inducing part of OFD businesses.

This study suggests that OFD companies must focus on customer satisfaction through sound and quick delivery, campaigns, customer support, friendly web platforms, and mobile apps. It indicates that when customers are satisfied, they can be loyal word-of-mouth marketing representatives who enhance organic consumers and assist the company’s sustainability.