Review on Customer Perception Towards Online Food Delivery Services

Purpose – The main object of the study is to review the customer perception towards online food delivery services. The paper explores different dimensions involved in consumer perception towards online food delivery services which is an emerging industry.Design/methodology/approach – This research investigates a wide range of empirical and conceptual studies on consumer perception towards online food delivery services. The study reviews the literature between 1994 and 2021. The paper uses secondary data gathered for the review of consumer perception.Findings –The study focused on understanding the main drivers to consumer perception towards online food delivery services. Through a systematic review, it was understood that there is a need for in in-depth analysis of the association between different factors influencing the perception of consumers to order food online and to find the relationship between these variables.Practical implications – Online food ordering is a relatively new phenomenon in the worldwide marketplace. Growth and accessibility of the internet, along with people’s hectic work schedules, have pushed businesses to respond to new customer demand: food delivery to their doorsteps. Understanding the consumer perception better would aid in realizing the e-commerce platform’s full potential, which in turn shape people’ s quality of life, companies and economy in a macro way.Originality/value – The online food delivery industry is in the nascent stage, necessitating more study for academics and practitioners to gauge its full potentials. This paper reviews the limited existing research related to online food delivery business and explores consumer perception on food delivery. From a managerial perspective, the paper contributes for finding the research gaps, if any, and understanding consumer perception more broadly