International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Volume 8 Issue 3
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Customer Experience and Service Quality in Online Food Delivery: A Comparative Assessment of Proprietary Brand Apps and Aggregator Platforms

Author(s) Dr. BABITA PREM
Country India
Abstract The rapid growth of digital food delivery services has transformed consumer behavior and the restaurant industry in India. This study examines the comparative effectiveness of customer service provided through food brands’ own applications and third-party delivery platforms. The research focuses on key parameters such as user experience, pricing strategies, delivery efficiency, customer satisfaction, and data privacy concerns. Primary data was collected from 75 respondents using structured questionnaires, and analyzed using percentage analysis, correlation, and regression techniques.
The findings reveal that third-party platforms outperform brand-owned apps in convenience, variety, and pricing benefits, while brand apps excel in reliability, quality control, and personalized engagement. A strong positive correlation (r ≈ 0.91) was identified between usage frequency and privacy concerns. The study concludes that a hybrid approach combining operational efficiency and direct customer engagement can significantly enhance service quality. These insights are valuable for businesses, marketers, and platform developers in improving digital service delivery.
Keywords Online Food Delivery, Customer Satisfaction, Brand Apps, Third-Party Platforms, Swiggy, Zomato, Digital Marketing, Consumer Behaviour, Service Quality, Data Privacy
Field Business Administration
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-05-02
DOI https://doi.org/10.36948/ijfmr.2026.v08i03.76890
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E-ISSN 2582-2160
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