Impact of the Online Customer Reviews in Consumer's Food Ordering Decision for the Online Food Delivery Service Apps
The advancement in the internet technology and customer’s need for comfort, easy payment methods, variety in food and restaurant choices, accommodative delivery time and expectation of better customer services has facilitated the incorporation and expansion of online food services. Online ratings and reviews in recent times have become a major driving force in marketing and can be seen as a standard feature on many websites and applications. Such kind of information from other customers, i.e., online reviews also know as the electronic word of mouth (e-WOM,) is perceived as being more credible and trustworthy because it is allegedly written by other consumers rather than brands. The smartphone apps like Zomato, Swiggy, Foodpanda, Deliveroo are amongst the most frequently used applications for online food ordering which in many ways redefined an individual’s comfort zone with respect to eating practices. In this paper, a survey was conducted to understand how the online customer reviews impact an individual’s purchase behavior while deciding to order food from these service providers. The study shows that these reviews serve as a valuable source of information for the customers. The study further helps to understand the customer’s perception regarding the reliability, quality of the reviews in the OFD platforms and helps in developing an understanding of the influence that negative reviews and overall quantity of reviews have on customers’ purchase intention. The study will be helpful for the individuals and the businesses in understanding the role that online customer reviews in the food delivery service apps play in today’s world and it would provide insights for future research in the areas of online food delivery services and user feedbacks.