Degree

Master of Business Administration

Faculty / School

School of Business Studies (SBS)

Advisor

Yaseen Ahmed Meenai, Lecturer, Department of Mathematical Sciences

Project Coordinator (External)

Mr. Muhammad Hassan

Client

Foodpanda

Committee Member 1

Mr. Yaseen Ahmed Meenai (Lecturer) Department of Economics Institute of Business Administration (IBA), Karachi

Project Type

MBA Research Project

Keywords

https://ir.iba.edu.pk/do/search/?q=Customer%20satisfaction&start=0&context=8598587&facet=">Customer satisfaction, OFD, Restaurant, Food, E-commerce

Abstract / Summary

Out of all the options for purchasing mediums, online purchasing platforms have taken a lead in the consumer market (Sathiyaraj., Kumar, & Subramani, 2015). Online customers are embracing the ecommerce revolution due to enhanced convenience, safe and quicker payments (Ding, Verma, & Iqbal, 2007). Like other industries, the food industry has also modernized the online delivery model (Chaturvedi & Karthik, 2019). Several OFD (Online food delivery) companies, such as Foodpanda, are offering food delivery services by allowing customers to choose their favorite food from a list of restaurants. The OFD model identifies the role of customer satisfaction and post-purchase experience as pivotal due to which evaluation of customer loyalty, customer feedback and customer retention are very important to address (Bagla & Khan, 2013). It allows OFD service providers to identify the voids within the operating model and paves a path to eradicate shortcomings. A robust OFD model leads to enhanced customer satisfaction that translates into increased financial gains for the company (Hallowell, 1996). The report cites numerous references to substantiate the relationship between customer satisfaction and loyalty. It explains that customer satisfaction is a result of customer service, restaurant quality, and food delivery. The project aims to target customers of Foodpanda for which data has been collected from Foodpanda customers. The adopted methodology involved induction of, both, primary data, and secondary data. The primary data has been collected through an online survey floated among potential Foodpanda customers, while secondary data is provided by Foodpanda itself. Primary data includes questions related to Foodpanda services, while secondary data contains comments and ratings given by the customers after purchase. The measuring constructs are built with the help of existing literature on customer satisfaction. The literature implies that restaurant quality and service provider quality, both, have a direct impact on customer satisfaction. Customer satisfaction eventually translates to enhancing customer loyalty. The analysis has two dimensions: quantitative and qualitative. In the quantitative dimension, primary data is assessed based on constructs developed through literature. Relevant statistical tools are used to evaluate data validity and the relationship between the constructs. On qualitative grounds, positive and negative comments are segregated through qualitative analysis software. Different insights have been explored through word frequencies and comment analysis. The comments have been analyzed in different ways, such as comments evaluation based on order basket. The multidimensional approach to the problem brought unexplored insights about Foodpanda customers. The results provide Foodpanda with key insights about their model and how their operational model can be amended to increase customer satisfaction. A comprehensive note has been framed to aid Foodpanda in improving its operating model and thereby increasing customer satisfaction and customer loyalty.

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