Exploring the Role of Hedonic Motivation in Customer Satisfaction with Online Food Delivery: An AHP Perspective

Abstract

This study explores the role of hedonic motivation in customer satisfaction with online food delivery services using the Analytic Hierarchy Process (AHP). Hedonic motivation refers to the pursuit of pleasure and enjoyment, which includes factors such as the enjoyment of the ordering process, visual appeal of food, variety, novelty, and instant gratification. Through a detailed AHP analysis, this research evaluates how these hedonic factors influence customer satisfaction and identifies which online food delivery platforms best cater to these desires. The study finds that Zomato ranks highest in satisfying hedonic motivations due to its diverse food options, visually appealing presentations, and novel offerings. Swiggy excels in convenience and the enjoyment of the ordering process but falls short in novelty and variety. Uber Eats is identified as needing improvement in several hedonic aspects to enhance customer satisfaction. The findings provide actionable insights for managers aiming to enhance service quality and competitive positioning in the online food delivery market.