CUSTOMER SATISFACTION TOWARDS FAST FOOD THROUGH ONLINE FOOD DELIVERY (OFD) SERVICES: AN EXPLORATORY STUDY

The fast-food market in India is growing rapidly in India with changing habits and agile lifestyles. At the same time, Technology is diffusing rapidly into the deepest pockets of India, with cheaper data and betterment of digital infrastructure. In this context, many fast-food brick and mortar stores are increasing their digital presence in order to cope with the Technological disruption across all segments. These online retailers have been empowered by Aggregators who aim to better synchronize demand and supply of products, leveraging technological innovations. A major challenge encountered by these Online retailers in a highly fragmented and competitive industry is to retain customers, and subsequent loss of revenue and market share. Customer Satisfaction has been dubbed as an antecedent to Customer Loyalty in several studies and is a potential solution to retaining customers in the face of numerous alternatives and low switching costs. The study at hand aims to bring out the factors influencing Customer Satisfaction in the tech enabled Indian Fast-Food industry, through an exploratory analysis via a structured questionnaire. The 23 attributes used to gauge the relationship have been borrowed from past studies in the related domain. The results have isolated five factors can assist Service marketeers to better formulate online retailing strategies, particularly catering to Fast food customers. These factors have been named as “Quality”, “Customer service”, “Price”, “Delivery” and “Time” with “Quality” being the most significant