INVESTIGATING THE ROLE OF DIGITAL EMERGING ENTERPRISES SPECIALIZED IN FOOD DELIVERY SERVICE IN SAUDI CONTEXT : CUSTOMERS' POINT OF VIEW (CASE STUDY: HUNGERS)

Recently, many new enterprises has been developed taking advantages from the information and communication technologies. These enterprises play now important role in the market and generate some times high level of revenue through increasing the number of users and their satisfaction. This paper aims to explore the factors that determine costumer satisfaction level about the role of food delivery through focusing of Hungerstation as case study for the enterprise as emerging enterprises in this field of business in Saudi Arabia. The will use UTAUT2 model which finds out the motivations that make users of smartphone application services accept to pay for the services provided by like this digital emerging enterprise in Saudi context. We The study shows that utilitarian, was the most essential factor in determining the level of customers'(users) satisfaction when they use Hungerstation application services. The results of this study are useful for the similar emerging enterprises to take advantage from the success factors of Hungerstation to focus on and to avoiding the negatives which leads to increase the costumer satisfaction for their products and/or services.