Instant food on your table: The role of logistics service quality dimensions in the adoption of instant online food delivery services

The online food-ordering service industry experienced substantial growth due to the COVID-19 pandemic. Several online food delivery service (OFDS) providers enhanced their logistical capabilities and introduced instant delivery choices (Instant OFDS) to improve customer experiences. However, research concerning the logistical factors that influence customers’ adoption of Instant OFDS is scarce. Therefore, a sequential mixed-methodology approach was used to investigate the impact of various logistics service quality (LSQ) factors on the adoption of Instant OFDS. A qualitative study (Study 1) was conducted with 22 customers who had utilised Instant OFDS, the aim of which was to determine the primary LSQ factors that facilitate or impede the adoption of Instant OFDS. The qualitative analysis revealed that the prominent factors driving the adoption of Instant OFDS included timeliness, order discrepancy handling, and personnel contact quality. In contrast, the elements that discouraged customers included order condition, order release quantity, and order accuracy. These LSQ factors were further investigated to thoroughly comprehend the decision-making process that customers go through when selecting Instant OFDS via a quantitative investigation (Study II) employing behavioural reasoning theory (BRT) based on data from 407 customers. The BRT model, which consists of process beliefs, reasons for and against adopting Instant OFDS (LSQ factors), and attitude and intention towards adopting Instant OFDS, was tested using structural equation modelling. The moderating effects of price consciousness were also examined on the relationships between these variables. The results of the hypotheses testing indicated that customers’ process beliefs played a crucial role in influencing their reasoning (both in favour and against) and attitude towards adopting Instant OFDS. Whereas ‘reasons for’ factors influenced the customers’ intention, ‘reasons against’ factors did not influence attitude or intention. Moreover, no moderating effect of price consciousness was found on any of these relationships. The findings of this study highlight several key insights regarding the adoption of instant delivery choices. Thus, the present study provides significant contributions to the literature and practical implications for managers working in the OFDS sector.