Abstract
India’s online food ordering sector saw a strong growth rate in the number of daily orders, growing consistently at 15 per cent on a quarterly basis from January to September last year, according to a report from Red Seer Consulting. There is a need to identify risk factors and the attitudes of customers in using food ordering apps. The aim of this study is to identify whether perceptions impact the Engagement of Customers in using food ordering apps. A descriptive research approach is used to assess the opinions of the customers and how they perceive using the app and how these perceptions motivate the customers to engage in using the food ordering app. A structured questionnaire with 6 constructs – 3 measuring customer perception and 3 measuring Customer Engagement was designed with closed-ended questions and the survey was conducted in different areas of Coimbatore. A total of 193 respondents were recorded using a questionnaire and Google Forms using Convenience sampling. To attain the specific objective, T- TEST, ANOVA were used, and a suitable hypothesis was formulated. According to the results, there is a difference in Customer Perception and Engagement. It has been found that there is an association between Customer Perception on online food ordering app and Customer Engagement
Customer Engagement in Online Business
References
1.Peter Misiani Mwencha, Customers’ Perceptions as an Antecedent of Satisfaction with Online Retailing Services, Journal of Marketing and Consumer Behavior in Emerging Market 1(7)2018. 2. Arnould, E. and Thompson, C., eds. 2007. Consumer Culture Theory (And We Really Mean Theoretic) (Vol. 11): Emerald Group Publishing Limited. 3. SHIRI D. VIVEK, A scale of consumer engagement, TUSCALOOSA, ALABAMA2009. 4. Margolin, V. (2002), The Politics of the Artificial: Essays on Design and Design Studies. Chicago: University of ChicagoPress. 5. Marketing Science Institute (2006), "2006-2008 Research Priorities: A Guide to MSI Research Programs and Procedures," Marketing Science Institute, Cambridge,MA. 6. Marsh, Herbert W., Martin Dowson, James Pietsch, and Richard Walker (2004), "Why Multicollinearity Matters: A Reexamination of Relations between Self-Efficacy, Self-Concept, and Achievement," Journal of Educational Psychology, 96 (3),518-22. 7.Maslach, Christina, Wilmar Schaufeli, and Michael P. Leiter ( 2001), "Job Burnout," Annual Review of Psychology, 52 (1),397-422.
Author information
Keerthana .V
Master of business, Administration, KCT Business School, Coimbatore, Tamil Nadu.
Anand .B
Master of business, Administration, KCT Business School, Coimbatore, Tamil Nadu.