Perceived Value of AI-Driven Features and Pricing in Food Delivery Apps among Users in Mumbai

Abstract

The emergence of meal delivery services in urban India, especially in Mumbai, has changed how customers interact with digital eating options because of cutting-edge pricing and technology. Artificial Intelligence (AI) has become central to enhancing user experience through features like real-time tracking, dynamic pricing, personalized recommendations, and AI-powered customer support. This research examines how AI-driven features and pricing strategies influence user satisfaction, perceived value, and loyalty towards food delivery apps like Zomato and Swiggy. The study collected primary data from 250 respondents through a structured questionnaire and analyzed it using descriptive statistics, Cronbach’s Alpha for reliability, correlation and regression analysis, t-tests, and ANOVA. Findings reveal a strong positive correlation between AI features and perceived value, significantly influencing customer satisfaction and loyalty. Pricing transparency, discount attractiveness, and personalized services were noted as major contributing factors to the overall perceived value. Moreover, demographic variables such as gender and frequency of app usage showed significant differences in perception. The study highlights the importance of leveraging AI not only to innovate but also to build long-term trust and engagement. These insights can assist app developers and marketers in refining strategies to meet evolving customer expectations in a competitive digital marketplace.