Exploring the popularity of food delivery services
Poudel, Srijana; Tamang, Suhana (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025053018205
https://urn.fi/URN:NBN:fi:amk-2025053018205
Tiivistelmä
The rapid expansion of food delivery services has significantly transformed the hospitality landscape, reshaping how consumers interact with restaurants and digital platforms. This thesis investigates the underlying factors driving the popularity of online food delivery services, particularly within Finland’s hospitality sector. Through a structured, quantitative survey of 96 active users, the study explores key motivators such as convenience, pricing strategies, promotional offers, technological features, and service quality. Findings reveal that factors like hygiene, affordability, and digital functionality, especially in-app payments and real-time tracking play a pivotal role in shaping consumer satisfaction and loyalty.
The study is grounded in established theoretical frameworks including the Customer Journey Map, Experience Pyramid, and PERMA model, offering a layered understanding of user experiences from functional reliability to emotional and behavioural integration. Additionally, behavioural theories such as the Theory of Planned Behaviour and Technology Acceptance Model help explain adoption patterns in a digitally mature society like Finland.
Results highlight Wolt as the dominant platform, driven by ease of use, promotional incentives, and strong consumer trust. However, concerns about high delivery fees and occasional service delays were also noted. This research provides practical insights for food delivery providers, hospitality managers, and policymakers seeking to optimize user experience, improve operational efficiency, and promote sustainability in an increasingly digital service environment.
The study is grounded in established theoretical frameworks including the Customer Journey Map, Experience Pyramid, and PERMA model, offering a layered understanding of user experiences from functional reliability to emotional and behavioural integration. Additionally, behavioural theories such as the Theory of Planned Behaviour and Technology Acceptance Model help explain adoption patterns in a digitally mature society like Finland.
Results highlight Wolt as the dominant platform, driven by ease of use, promotional incentives, and strong consumer trust. However, concerns about high delivery fees and occasional service delays were also noted. This research provides practical insights for food delivery providers, hospitality managers, and policymakers seeking to optimize user experience, improve operational efficiency, and promote sustainability in an increasingly digital service environment.