Chapter 1

Introduction

The quick pace of technological advancements has had a considerable

impact on business, changing traditional product manufacturing and service

delivery techniques. Restaurants are changing their business strategies in

response to the coronavirus pandemic's changes and challenges, as well as

to meet the needs of this unusual situation. Smart technologies that enable

pervasive applications are also being used in the restaurant industry, which

has a plethora of complex operations. Both service providers and users are

taking advantage of developing platforms' availability and accessibility in

supplied services. In the drive to reap the benefits of technology in this

competitive climate, there is a significant risk of disruption, particularly in the

restaurant business, which has a history of resisting or adapting to change.

New food distribution encompasses a wide range of innovative ways and

ideas that are both sustainable and cutting-edge. The use of technology,

mobile applications, and environmentally sustainable practises are an intrinsic

component of the direct-to-consumer strategy, from the high-tech creation of

autonomous vehicles for on-demand service to the incredibly clever marketing

that undoubtedly excites customer interest (Gavilan et al., 2021; Khan, 2020).

Technology and innovation activities represent major forces behind

such structural processes, with information and communication technologies

playing a pivotal role in revolutionising the ways most of ‘traditional’ services

are produced, traded and delivered as well as offering opportunities for the

generation of new ones in a variety of service industries. The advancement of

internet technology, which allows e-commerce activities, has changed

consumer and business behaviour. Customers may shop conveniently,

compare products and prices effectively, and arrange for product delivery right

away thanks to the availability of e-commerce platforms as a shopping

medium. Customers can order meals through restaurant websites or online

food delivery services such as Eat24, GrabFood, and GoFood, thanks to the

availability of online technologies in the restaurant industry. The availability of

internet delivery service technology allows the restaurant business, which is

already saturated, to improve order accuracy, productivity, and customer

relationships, as well as expand their market (Sirilli & Evangelista, 1998;

Suhartanto et al., 2019)

The relevance of courier services has been emphasised in today's fast-

paced world since they serve as a link between businesses and customers.

The expectation of obtaining products and packages the same day or within a

few days has become the gold standard for most countries throughout the

world. Food delivery is getting more convenient as delivery technologies

become faster and more complex. Customers' options for meal delivery are

expanded by the ability to order on the go, from the office, or even in hotels.

Not only does an online food delivery service help clients by connecting them

with a courier who will deliver the desired item, but it also helps the courier by

reimbursing him for his payment once the things are delivered to his doorstep.

When it comes to internet clients, they have high expectations in terms of

service quality. Time performances are thus given specific attention, namely

timeliness – i.e. getting things within a specified delivery time lapse – and

delivery speed – i.e. the time interval between the customer order and the
delivery. Consumers, on the other hand, are rarely ready to pay for such

rigorous
logistical requirements. Due to the challenging target service levels, small

order dimensions, and high level of dispersion of destinations, last-mile

delivery is the least efficient and most expensive part of the delivery process

from the perspective of the companies: its cost can amount to half of total

logistic costs. (Mangiaracina et al., 2019; Li, Mirosa & Bremer et al., 2020).

According to a survey by the National Restaurant Association, some of

the most popular restaurants are by 2030, it is expected that (a) the great

majority of takeout and (b) delivery orders will be placed digitally, (b) delivery

and carryout packaging will be more sophisticated, (c) more restaurant areas

will have dedicated delivery and carryout space, (d) limited-service

restaurants will use kiosks more frequently, (e) technology will be more

effectively used to control costs and increase management efficiency, and (f)

the federal government will enact more data-privacy rules to regulate

business and handle customer data. All of the above indicators indicate

restaurants increasing their use of delivery services (National Restaurant

Association, 2019). New food distribution encompasses a wide range of

innovative ways and ideas that are both sustainable and cutting-edge. The

use of technology, mobile applications, and environmentally sustainable

practises are an intrinsic component of the direct-to-consumer strategy, from

the high-tech creation of autonomous vehicles for on-demand service to the

incredibly clever marketing that undoubtedly excites customer interest

(Gallouh, 2000).

The observation that there was a significant gap between current

attempts to understand innovation and other change processes, and

continuing structural changes in national economies, was the beginning point

for the project Services in Innovation – Innovation in Services (SI4S).

Similarly, in the
formation of national industrial and innovation policies, there has been a

considerable under-focus on linked issues; industrial policies have largely

been manufacturing industrial policies. The emphasis on manufacturing

competitiveness and technological innovations, particularly in the iv

manufacturing industries, has resulted in a lack of integration of service-

related issues in these policies, as well as a lack of reflection of these sectors

in innovation-related policies and infrastructures. Because service sectors

have been treated as supplier-dominated technology users, they have been

given a limited role in terms of innovation and development, both within their

own sectors and in their interactions with other economic sectors.

The need to study the importance of food delivery services during the

pandemic is an important subject to discuss and to conduct a study into it

since the pandemic has also been a challenging time for businesses,

requiring them to find innovative ways to serve the public while keeping both

their customers and employees safe. An excellent way to accomplish these

goals is by using delivery services. Courier delivery services are extremely

popular and offer businesses cost effective ways to distribute products both

nationally and across the world. There is no denying the need for fast delivery

in our evermore connected world, especially with the growth of ecommerce.

The researchers want to know how they adapt to changes from shifting to

carry out and delivery procedures to keep business going, what ways or

approach they use to improve their food delivery services and the effect of

food delivery services.

 Customers' ever-changing demographics prompted adjustments in

marketing practises, particularly in the food ordering and delivery sector.

Revolutionary advances in information technology and communication have

altered the way customers interact with vendors, notably in the ready meal

industry. Customers can now order food and have it delivered to their door

more simply than ever before thanks to meal delivery apps. The sector is

developing at a faster rate than projected due to a variety of factors such as

consumer convenience, cost savings, flexibility, more options to pick from,

time savings, and so on. The current study is based on prior research on

similar themes, and it will focus on identifying the factors that contribute to the

success of food ordering and delivery applications.

Review of Related Literatures

This chapter provides a strong frame of reference for the variables

under evaluation by presenting theories, concepts, facts, information,

viewpoints, and readings relating to Conventional and Modern Food Delivery

Services.

Customer Satisfaction for Food Delivery Services is defined as a

measurement that determines how happy customers are with a

company's products, services, and capabilities.

When it comes to online food delivery, many factors such as food

availability, customer ratings, payment mechanisms, and human interaction all

have a huge impact on the consumer experience and satisfaction. According

to Nicolaides (2008) and Andaleeb & Conway (2006), service providers must

focus on service quality, and the ultimate goal of food delivery services should

be maximum customer satisfaction rather than profit. According to study,

tangibility elements such as service, meal quality, and price have a significant

impact on consumer happiness. According to Lee et al. (2019), habit is the

most influential factor on continuous use intention, followed by performance

expectations and social influence (Banarjee, Jain & Nayyar, 2019).

Lee et al. (2019) discovered in their study that the habit inspires the

most indefinite usage intention, followed by performance likelihood and social

impact. Data also shows the importance of information quality, performance

expectations, customer patterns, and social effect as elements in persuading

customers to use meal delivery apps on a regular basis. In their research,

Suhartanto et al. (2019) agree that the continuous influence of food quality on

online customer loyalty is customer loyalty, but not online service quality. It

also demonstrates the fractional negotiating role of customer satisfaction and

perceived value in the relationship between food quality and online service

quality, which is crucial for the delivery of online food services (Nayan &

Hassan, 2020).

Service quality was described by Gronroos (1988) as "the result of an

evaluation procedure in which consumers compare their expectations with the

service they perceive to have got," and by Zeithaml (1988) as "the customer's

judgement about the overall excellence or superiority of a service product.

Kim (2021) stated that "it's simply the level of quality of products and services

provided to customers, as well as their level of service satisfaction" and also

"the result of a comparison between consumers' perceptions of perceived and

expected services, as well as the functional relationships among variables

such as technical quality, functional quality, and image". (Uzir et al., 2021).

Moreover, in a competitive corporate environment, gaining a competitive

advantage might lead to long-term viability. According to Hübner et al. (2016),

customer service is widely employed to obtain a competitive advantage in

retail service sector efforts. The home delivery component of an online

ordering business is crucial to the overall pleasure of the customer. However,

delivery persons who bring ordered items to customers' houses frequently

face a range of challenges, such as client unavailability, wrong customer

addresses, long wait times, and so on. Customer satisfaction is inversely

related to service quality (Rigopoulou et al., 2008; Uzir et al., 2020).

Payment and Food Delivery Services the phrase "website design" refers

to all of the factors that influence a user's online experience (navigation,

search for information, order processing, and product selection).

Client service refers to the company's rapid response to any customer

requirement, such as platform difficulties or enquiries. Finally, security/privacy

relates to the security of credit card payments as well as the privacy of

information that clients share with the company. Furthermore,

fulfillment/reliability is one of the top determinants of quality and customer

contentment (Ribeiro, 2019).

Several payment mechanisms for e-commerce have been introduced.

Credit/debit cards, prepaid cards, and mobile wallets are examples of e-

payment solutions. Developed countries have previously implemented such e-

payment methods, while in developing countries such as Pakistan, a

significant share of e-customers pay through cash on delivery (COD) (Hira,

2017). During the epidemic, the use of e-Wallets and digital payments

increased. Digital payment or credit card payment is promoted in developing

nations to limit contact with delivery partners (Nguyen & Vu, 2020). OFDs can
offer attractive cashback or reward points for digital payments, encouraging

users to utilize e-Wallets and digital payments and increasing the perceived

benefits of OFD usage (Ribeiro, 2019).

According to Chavan et al., (2015), a digital restaurant takes customer

orders via smart phones. PDA interfaces were replaced with smart phones to

give a user interface for customers to peruse menus and track their orders.

Customers may examine the menu, place orders, track their orders, receive

real-time updates, and make online payments and collect receipts from their

smartphones, boosting customer convenience. According to Bhargave et al.

(2013), an ordering system will not only ease customer operations and attract

them, but it will also boost efficiency in restaurant operations such as

processing orders, billing, and maintaining it (Ghosh & Saha, 2018).

Technology and Food Delivery Services refers to restaurants can

manage seats, waitlists, customer loyalty, and dining preferences, as

well as collect crucial client data for contact tracing and market insights,

employing technology-enabled reservation systems.

Technology has played an important role in changing the food delivery

industry; it has contributed to changes in consumer tastes because their

reliance on technology has driven people to do everything online, including

having cooked meals delivered to their door. Convenience is the most

important feature for consumers, as placing a purchase is as simple as a few

clicks on any mobile device. The popularity of online meal ordering and

delivery services is gradually increasing, as are consumer expectations (Das,

2018).
 Food marketing and distribution methods in the restaurant business are

shifting from traditional purchase methods to online food delivery systems,

with many alternative systems offered by business owners such as online

shopping, phone-based ordering, home delivery, pick-up, and drive-through

services.

Human behaviors and tastes have evolved over time as they have

been greatly influenced by global technologies and information. The internet

has also had a continual impact on business and economics, as virtual

organizations and e-commerce are now widely available, ranging from

clothing, books, and even food. The internet is becoming more widely used

and integrated in practically all business sectors around the world, where it

can serve as a medium for conducting business as an alternative to traditional

commercial practices. All of these advancements are designed to provide

consumers with the benefits that come with them, notably convenience and

time savings. The internet is incredibly beneficial for the food company

because it has made online meal ordering services available for the food

industry, which benefits both the business owners and their clients (See-

Kwong et al., 2017).

Mobile ordering apps are being downloaded at breakneck speed by

consumers all over the world. For example, when Chick-fil-A, one of the major

American fast food restaurant chains, developed its first official app, it quickly

rose to top place in the app store. According to Mayordomo-Martnez et al.

(2019), these apps are popular for four primary reasons. For starters,

customers have the impression that no one is waiting in line or being placed

on hold. Customers can also pick up food on the go. Third, clients get access
to the entire menu, including products they may not have known existed.

Finally, most restaurants give out loyalty incentive points to their customers.

Most of the time, these points are straightforward to manage directly through

applications and can result in significant savings if the consumer orders

regularly (Liu & Lin, 2020).

Consumer Convenience and Food Delivery Services means they are

much safer and convenient for your customer, since they can place an

order anytime, anywhere. 

According to Kim et al. (2011), as a result of economic development

and women's economic activities, the demand for quick and easy delivery

food is increasing, as is the frequency of dining out. As the smartphone

penetration rate increased and apps with various functions became available,

delivery apps that allow meal ordering via cellphones also became available.

Furthermore, delivery apps, according to Chatterje (2001), are software that

allows users to rapidly discover eateries near them using the location

information on their smartphone. According to Ko (2016), the benefits of

delivery apps include the ability for users to acquire information on deliverable

meals in their desired area, as well as the ease of ordering and paying after

the app is installed on their mobile device (Song & Jeon, 2017).

Customers of meal delivery services can use apps to search for and

compare pricing on a wide range of products. Customers may benefit from

purchasing food using mobile applications in a variety of ways, including

convenience, time savings, a range of purchase options, seller offers,

avoiding lengthy distances, door delivery, and guaranteed quality. The

majority of people who use digital food delivery apps are young, according to

Ayush et al. (2019). Customers are increasingly turning to delivery apps to

place meal orders. Customers also choose to make online payments using

digital wallets and UPI networks. The offers given by delivery apps are one of

the aspects that impact customers.

According to Parashar and Ghadiyali (2017), as cities become more

crowded, food delivery services and restaurants thrive in order to enhance

sales and clientele. As the use of smartphones and mobile applications

develops, there are opportunities for food delivery apps in the business. In

today's market, social media and other payment options can help service

providers attract more customers/ Because of changing lifestyles and dietary

habits, as well as hectic job schedules and an increase in disposable income.

The simplicity of ordering online, combined with the appealing service

provided by meal delivery service providers, has resulted in a constant

expansion in the user base. On the other side, the enormous demand for food

delivery services confirms the detrimental environmental impact that climate

experts warn about. Emerging economies appear to be on a path where

service production and consumption will outpace manufacturing, potentially

matching or exceeding environmental impact (Reddy & Aradhya, 2020;

Matthew et al., 2021).

Using food-delivery aggregators, diners can compare menus, read

comments, write ratings, and place orders from a variety of restaurants with a

single click. Some of India's most popular online food-delivery aggregator

(OFA) apps include Swiggy, Zomato, Food Panda, and Tiny Owl. For online

meal ordering, websites have given place to smartphone apps. It is well

recognized in e-commerce that web atmospherics provide indicators that elicit

cognitive and emotive states in consumers' brains. Mobile applications on

smartphone devices have transformed customer experiences by serving one-

to-one or one-to-many customers inexpensively and effectively, providing a

range of culinary options, and lowering diners' wait time. Restaurant owners

can use these apps to cut operational costs, instantly promote awareness,

and offer incentives (Verma, 2020).

Purpose of the Study

The purpose of this phenomenological study is to discover the

customer experiences at Santo Tomas, Davao del Norte. At this stage in the

research, the customer experience will be generally defined as anything about

a company that influences a customer's impression and thoughts about it.

Research Questions

This study seeks to answer the following questions:

1. Is there a difference in customer experience between offline and online

food delivery services in Santo Tomas? 

2. How will the customers of Santo Tomas cope up with the effects
brought by the transitioning of food delivery services from offline to
online platform? 

3. What are the customers’ insights on shifting from offline to online

platform in food delivery services?

Theoretical Lens

The research study would be based on many theories. The theories that

will be used in this study will serve as the foundation for its completion. In this

chapter the researchers focus on the 3 theories that support the said study

regarding the Customer Experience: A Phenomenological Study of the

Conventional and Modern Food Delivery Services in Santo Tomas, Davao del

Norte.

This study is grounded on Severin and Tankard's U&G theory (1997). The

aforementioned idea allows scholars to comprehend why and how users

actively seek the employment of a given medium to meet their demands. U&G

theory was developed in 1944 and is widely used to determine the causes

behind users' preference for a particular sort of media (Katz et al., 1973). It

was utilized as an extension of needs and motivation theory in 1954. (Katz et

al., 1973). This theory supported our study by understanding people's intents

to avail food delivery services and discover their experiences.

This research is affirmed by Oliver and De Sarbo's Expectation

Disconfirmation Theory (1988). The theory's application ranges from

consumer behavior and marketing (Kopalle and Lehmann, 2001) to human

resources (Horn and Salvendy, 2006), leisure behavior (Madrigal, 1995),

medicine (Joyce et al., 2003), psychology (Phillips and Baumgartner, 2002),

service quality (Kettinger and Lee, 2005), marketing (Uzir et al., 2020; Yi et

al., 2021). This satisfaction is determined by the quality of service offered by

delivery persons while delivering purchased products to online consumers, as

well as how they view the service provided by delivery personnel and the level

of trust they have in the personnel. It goes without saying that if the perceived

quality of home delivery service and consumer value exceed expectations.

This is justified by Sheth et al., (1991) Theory of Consumption Values

(TCV), which provides a formal theoretical lens for investigating consumption

values. Consumers’ motivation to use OFDs is driven not just by convenience

but also by consumption values which are both utilitarian and hedonic. As a a

result, adopting TCV in the context of EDT will provide significant insights

about relevant customer behavior.

Significance of The Study

The administration is the nucleus of the effective organization basically

for the school. It is important to gain insight about the conventional and
modern food delivery services for the following reasons.

To the Students, the study would help the college students to gain
knowledge about the conventional and modern food delivery services.

To the Parents, the study will serve as a basis for the parents to
expand their ideas and help them to understand.

To the Researchers, this study will provide the teachers additional

knowledge on what strategy to use in educating the students about the two
dimension of food delivery services towards the academic performance of the
students.

Furthermore, this study will not only give benefits to the following
mentioned above but also to the other factors that can affect each component
of beneficiaries which could be internally or externally.

Scope and Delimitation of the Study

This research is focused on the experiences of consumers who use

conventional and modern food delivery services during COVID-19 pandemic.

The researchers selected (Research Location) as their research location

because it is the most accessible to them. The sample scope comprises

people of all ages and genders who have previously ordered meals using

conventional and modern food delivery services.

As this is a phenomenology study, the limitation is related to its validity

and reliability. As a result, proper ethics were followed throughout the study's

conduct. To safeguard the respondents' identities, pseudonyms or nicknames

were used instead of their real names. In order to register their participation in
the study, the researchers additionally secured parental consent from

respondents under the age of 18. The respondents are fully aware of the

study's substance, and the researchers only asked questions that were

pertinent to the study, not those that may infringe on the respondents' privacy.

The data was obtained from the respondents' responses through an

interview, and the responses were voice recorded for verification and to

guarantee there was no manipulation in the replies. When the respondents

opted to withdraw for personal reasons, the researchers honored his or her

choice.

Furthermore, the researcher only included (number of participants)

individuals, and it is not safe to assume that the numbers reflect the whole

population. Since this research only included individuals from a single city, the

findings may not be applicable to other locations – not generalizable.

Organization of the study

This section represents the overview of Chapter 1 of the study. It

contains different parts associated with a brief description of the content.

Chapter 1. This presents the importance of the study, some

background information, and describes the topic of the technology

dependency of a student and the importance of technology nowadays. It also

represents the people who will benefit from the gathered information and the

scope and limitations of the study. It deals with different related pieces of

literature about technology dependency, the purpose of this study, and the

advantages and disadvantages of this study.

 Chapter 2. This deals with the methodology and procedures the

researcher used to gather and analyze the data. A participant in the research

who will answer the question, or called as the interviewee. The data in this

study are gathered by interviewing and a group discussion. Honesty and

sincerity show that the researcher will seek the true reasons for an evaluation

of the experiences of the said participants. This also includes research

design, ethical consideration, and trustworthiness.

Chapter 3. This shows the findings based on participants' responses to

the research questions provided which will provide accurate information on

the phenomenological aspects of views. It also discusses more significant

results concerning the literature listed above. These are the views gathered

from the participants involved.

Chapter 4. This dispenses the foundation of finding and reliable

theories presented by authentic and well-known authors/researchers. This

also discusses the explanation of its involvement in the practice and further

research to be undertaken along with its concluding remarks.

Definition of Terms

For the reader to have a better understanding of the terminologies

used in the study, the following terms are defined conceptually and

operationally.

Modern Food Delivery Services- Food delivery is a courier service in which

food is delivered to a customer by a restaurant, store, or independent food

delivery company. An order is often placed via the website or phone of a

restaurant or store, or via a meal ordering service.

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