A Systematic Literature Review on Customer Purchase Decision of Restaurant Foods through Food Delivery Apps
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Abstract
Purpose - This systematic literature review assesses the factors that influence customer purchase decisions when ordering restaurant food via food delivery applications. This review synthesizes the available literature on the topic and provides an overview of the current research to identify important determinants, theoretical models, and future research opportunities.
Design/methodology/approach - Following PRISMA guidelines, a thorough search was conducted on academic databases including Web of Science, Scopus, Science Direct and Emerald Insight from 2015-2024. The search terms that were used include, "food delivery apps," "online food ordering" "customer purchase decision" and "restaurant delivery platforms." A total of 87 peer-reviewed articles were deemed appropriate to the inclusion criteria for systematic screening.
Findings - The study identifies six major dimensions of factors affecting customers' purchase decisions: (1) Technology related factors (e.g. app usability, interface design, and payment security), (2) Service dimensions (e.g. delivery time, order accuracy, and customer support quality), (3) Food quality perceptions (e.g. expected taste, freshness, and presentation), (4) Economic variables (e.g. price, promotions, and delivery fees), (5) Social variables (e.g. reviews, ratings, and social proof), and (6) Individual factors (e.g. convenience orientation, technology readiness, and previous experiences). Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB) will be the primary theories that guide the assessment.
Limitations/implications for research - The review only included articles published in the English language and likely reflects geographical bias towards the West. Future research needs to look at cultural differences in this key area of post-pandemic behavior.
Practical implications - The findings provide ways that food delivery platforms and restaurants can develop customer acquisition and retention strategies through improved app development; service delivery or by better targeted marketing campaigns.
Social implications - This review and its findings further the understanding of what digital transformation means to food services and its effects on consumer behavior patterns.
Originality/value - This is the first systematic and comprehensive review to provide an overall organisation of customer purchase decision factors' specific to food delivery applications that contribute to developing a basis for future research and practice.
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