Factors affecting online food delivery service in Bangladesh: an empirical study

The core idea of this paper was to empirically evaluate the factors affecting the choices of consumers while ordering food online. The goal was to explore consumer behavior in the emerging industry of online food delivery business in an emerging economy, Bangladesh.

This paper used a qualitative and exploratory approach through the collection and analysis of data from a total of 177 survey respondents. Statistical analyses of all collected data (utilizing t-tests and factor analysis) were used to conclude the factors important to consumers in ordering food online through online food delivery intermediaries.

Results showed delivery time, service quality, price and condition of food delivered as factors constitute the first factor considered to be directly affecting the success of online food delivery. Variety and number of restaurants, menu, delivery tracking service and attitude of a delivery person are found to constitute the second factor and considered as indirect factors.

Online food ordering has been a very emerging sector globally and also a recent phenomenon in Bangladesh. The development and the availability of the internet combined with the busy life schedule has prompted businesses to address another need among consumers, the need to deliver foods at consumers' doorsteps. Understanding the consumer landscape better would help realize the full potential of the e-commerce platform as it can influence the economy, businesses and the quality of life of people.

The online food delivery business is new and growing and demands greater researches for better understanding by academicians and practitioners. This paper expands the limited existing research related to the online food delivery business and explores consumer behavior in the industry. From a managerial perspective, the paper contributes to understanding the consumers more broadly.