Determinants of Online Food Delivery Service Adoption in Rural Surat: An Analytical Study

Abstract

This research paper aims to investigate the factors that influence the adoption and usage of online food delivery services in the rural areas of Surat. The rapid growth of online food delivery (OFD) services has transformed the food industry, particularly in urban areas. However, rural areas, including those in Surat, have unique challenges and opportunities for online food delivery adoption. This study explores the factors influencing the usage of online food delivery services in the rural parts of Surat, analyzing consumer behaviour, technological accessibility, service quality, and logistical challenges. Consumers are offered various choices and there are many competitors among service providers in the form of online food ordering service offers like Zomato, Swiggy, dine out, eatsure, zepto, domino’s, pizza hut etc. these service providers have been gaining popularity since the implementation of the pandemic and they have gained so much popularity that 42% of the restaurant are searched on a mobile device Present study tries to identify the factors that affect online food delivery services. Respondents are majorly satisfied with the quick responses from customer services and also, they have good experience with online food ordering. This study explores the factors influencing the usage of online food delivery services in the rural parts of Surat, analyzing consumer behavior, technological accessibility, service quality, and logistical challenges.