Decoding customer choice on food delivery services or technology: insights from COVID-19

Abstract

Consumers’ preference for ordering food has changed during the current pandemic. They are aware and careful of the situation; does it change consumers' preferences? The current study investigates the impact of COVID-19 among consumers and provides direction to food delivery service providers on factors which help build a business strategy. Data was collected using an online mode, and 665 usable samples were processed further for analysis. The result of the study indicates that performance expectancy, promotion, efficiency, responsiveness, and compatibility emerged as statistically significant antecedents of use behaviour. It indicates that consumer choice has shifted towards technological aspects.