ANALYSIS OF PREFERENCE CRITERIA FOR MOBILE FOOD DELIVERY APPLICATIONS

Öz

Consumer desires, needs, and trends have undergone significant changes in recent times. The coronavirus pandemic, which particularly since 2019 has affected the whole world, has altered consumers' purchasing behaviors. During this period, the food sector has gained prominence, and consumers have begun to use mobile applications more extensively. The aim of the study is to prioritize the criteria that play a role in the preference of mobile food delivery applications by users in order of importance. Four main criteria and sixteen sub-criteria have been identified in the research. The Analytic Hierarchy Process (AHP), a multi-criteria decision-making technique, has been employed for data analysis. According to the evaluation conducted by the participants in terms of the level of importance, the ranking emerged as service quality, opportunities, governance, and facilities. As for the sub-criteria, it has been found that service speed, discounts, security, and feedback opportunities are the most important criteria as perceived by the participants.

Anahtar Kelimeler

• Mobile food delivery applications
• Preference criteria
• Analytic hierarchy process

MOBİL YEMEK SİPARİŞİ UYGULAMALARININ TERCİH EDİLME KRİTERLERİNİN ANALİZİ

Öz

Tüketici istek, ihtiyaç ve eğilimleri son dönemde oldukça değişim göstermiştir. Özellikle 2019 yılı itibariyle tüm dünyayı etkisi altına alan koronavirüs pandemisi tüketicilerin satın alma davranışlarını değiştirmiştir. Bu dönemde gıda sektörü ön plana çıkmış ve tüketiciler mobil uygulamaları daha fazla kullanmaya başlamıştır. Çalışmada mobil yemek siparişi uygulamalarının kullanıcılar tarafından tercih edilmesine ilişkin aracılık eden kriterlerin analiz edilmesi amaçlanmıştır. Araştırmada 4 ana kriter ve 16 alt kriter belirlenmiştir. Verilerin analizinde çok kriterli karar verme tekniklerinden Analitik Hiyerarşi Süreci (AHS) kullanılmıştır. Katılımcılar tarafından önem derecesi bakımından ana kriterlere ilişkin yapılan değerlendirme sonucunda hizmet kalitesi, fırsatlar, yönetişim ve olanaklar şeklinde sıralama ortaya çıkmıştır. Alt kriterler olarak ise servis hızı, indirim, güvenlik ve geri bildirim imkanlarının katılımcılar tarafından en çok önemsenen kriterler olduğu tespit edilmiştir.

Anahtar Kelimeler

• Mobil yemek siparişi uygulamaları
• Tercih edilme kriterleri
• Analitik hiyerarşi süreci

Kaynakça

1. Ahn, J. (2022). Impact of cognitive aspects of food mobile application on customers’ behaviour. Current Issues in Tourism, 25(4), 516-523. DOI: 10.1080/13683500.2021.1890700
2. Alagoz, S. M., & Hekimoglu, H. (2012). A study on TAM: Analysis of customer attitudes in online food ordering system. Procedia-Social and Behavioral Sciences, 62, 1138-1143. https://doi.org/10.1016/j.sbspro.2012.09.195
3. Alalwan, A. A. (2020). Mobile food ordering apps: An empirical study of the factors affecting customer e-satisfaction and continued intention to reuse. International Journal of Information Management, 50, 28-44. https://doi.org/10.1016/j.ijinfomgt.2019.04.008
4. Baltacı, A. (2018). Nitel araştırmalarda örnekleme yöntemleri ve örnek hacmi sorunsalı üzerine kavramsal bir inceleme. Bitlis Eren Üniversitesi Sosyal Bilimler Dergisi, 7(1), 231-274.
5. Bao, Z. & Zhu, Y. (2022). Why customers have the intention to reuse food delivery apps: evidence from China. British Food Journal, 124(1). 179-196. https://doi.org/10.1108/BFJ-03-2021-0205
6. Belanche, D., Flavián, M., & Pérez-Rueda, A. (2020). Mobile apps use and WOM in the food delivery sector: the role of planned behavior, perceived security and customer lifestyle compatibility. Sustainability, 12(10), 4275. https://doi.org/10.3390/su12104275
7. Beyrouthy, L. (2023a). https://www.statista.com/topics/9212/online-food-delivery/#topicOverview
8. Beyrouthy, L. (2023b). https://www.statista.com/topics/3425/food-delivery-services-in-europe/#topicOverview

9. Beyrouthy, L. (2023c). statista.com/statistics/1360295/revenue-getir-worldwide/
10. Beyrouthy, L. (2023d). https://www.statista.com/topics/9212/online-food-delivery/#topicOverview
11. Bigné, E., Ruiz, C., & Sanz, S. (2007). Key drivers of mobile commerce adoption. An exploratory study of Spanish mobile users. Journal of theoretical and applied electronic commerce Research, 2(2), 48-60. https://doi.org/10.3390/jtaer2020013
12. Bonfanti, A., Rossato, C., Vigolo, V. & Vargas-Sánchez, A. (2023). Improving online food ordering and delivery service quality by managing customer expectations: evidence from Italy, British Food Journal, 125 (13), 164-182. https://doi.org/10.1108/BFJ-08-2022-0694
13. Chang, H. H., Wang, Y. H., & Yang, W. Y. (2009). The impact of e-service quality, customer satisfaction and loyalty on e-marketing: Moderating effect of perceived value. Total quality management, 20(4), 423-443.
14. Chen McCain, S.-L., Lolli, J., Liu, E. & Lin, L.-C. (2022). An analysis of a third-party food delivery app during the COVID-19 pandemic, British Food Journal, 124(10), 3032-3052. https://doi.org/10.1108/BFJ-03-2021-0332
15. Cho, M., Bonn, M. A., & Li, J. J. (2019). Differences in perceptions about food delivery apps between single-person and multi-person households. International Journal of Hospitality Management, 77, 108-116. https://doi.org/10.1016/j.ijhm.2018.06.019
16. Chopdar, P.K. & Paul, J. (2023). The impact of brand transparency of food delivery apps in interactive brand communication, Journal of Research in Interactive Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JRIM-12-2022-0368
17. Dirsehan, T., & Cankat, E. (2021). Role of mobile food-ordering applications in developing restaurants’ brand satisfaction and loyalty in the pandemic period. Journal of Retailing and Consumer Services, 62, 102608. https://doi.org/10.1016/j.jretconser.2021.102608
18. Doğan, N. Ö., & Sözbilen, G. (2014). Kaya otel işletmeleri için en uygun stratejinin belirlenmesi: Bir SWOT/AHP uygulaması. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 14(4), 95-112.
19. Elvandari, C.D.R., Sukartiko, A.C. & Nugrahini, A.D. (2018). Identification of technical requirement for improving quality of local online food delivery service in Yogyakarta, Journal of Industrial and Information Technology in Agriculture, 1(2), 1-7. DOI: https://doi.org/10.24198/jiita.v1i2.14573
20. Erdal, H. & Korucuk, S. (2018). İmalat işletmelerinde yeni ürün geliştirme kriterleri: Karadeniz Bölgesi örneği. Trakya Üniversitesi Sosyal Bilimler Dergisi, 20(1), 99-112.
21. Erdoğan, G. (2022). Mobil Yemek Siparişi Uygulamalarında Müşteri Tatminini Etkileyen Faktörler. İşletme Araştırmaları Dergisi, 14(4), 2771-2784. https://doi.org/10.20491/isarder.2022.1532.
22. Foroughi, B., Yadegaridehkordi, E., Iranmanesh, M., Sukcharoen, T., Ghobakhlo, M. & Nilashi, M. (2023). Determinants of continuance intention to use food delivery apps: findings from PLS and fsQCA, International Journal of Contemporary Hospitality Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJCHM-10-2022-1209
23. Güzel, D., Erdal, H. & Acar, E. (2015). Kolluk Kuvvetlerinin Hizmet Üretim Etkinliğinin Artırılmasına Yönelik Bir Model Önerisi: Bütünleşik Araç Atama Modeli, The Journal of Academic Social Science Studies, 40, 463-483.
24. Kapoor, A. P., & Vij, M. (2018). Technology at the dinner table: Ordering food online through mobile apps. Journal of Retailing and Consumer Services, 43, 342-351. https://doi.org/10.1016/j.jretconser.2018.04.001
25. Korucuk, S. (2021). Ordu ve Giresun İllerinde Kentsel Lojistik Performans Unsurlarına Yönelik Karşılaştırmalı Bir Analiz. Dicle Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 13(26), 141155.
26. Kumar, S., Jain, A., & Hsieh, J. K. (2021). Impact of apps aesthetics on revisit intentions of food delivery apps: The mediating role of pleasure and arousal. Journal of Retailing and Consumer Services, 63, 102686. https://doi.org/10.1016/j.jretconser.2021.102686
27. Lee, E.Y., Lee, S.B. & Jeon, Y.J.J. (2017). Factors influencing the behavioral intention to use food delivery apps, Social Behavior and Personality: An International Journal, 45(9), 1461-1473. https://doi.org/10.2224/sbp.6185
28. Lee, W.S., Song, M., Moon, J. & Tang, R. (2023). Application of the technology acceptance model to food delivery apps, British Food Journal, 125(1), 49-64. https://doi.org/10.1108/BFJ-05-2021-0574
29. Muangmee, C., Kot, S., Meekaewkunchorn, N., Kassakorn, N., & Khalid, B. (2021). Factors determining the behavioral intention of using food delivery apps during COVID-19 pandemics. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1297-1310. https://doi.org/10.3390/jtaer16050073
30. Ng, K.S.P., Zhang, J., Wong, J.W.C. & Luo, K.K. (2023). Internal factors, external factors and behavioral intention toward food delivery apps (FDAs), British Food Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/BFJ-07-2022-0586
31. Önder, G. & Önder E. (2015). Analitik hiyerarşi süreci. Yıldırım, B.F. ve Önder, E. (Ed), Operasyonel, Yönetsel ve Stratejik Problemlerin Çözümünde Çok Kriterli Karar Verme Yöntemleri içinde. Dora Yayınevi.
32. Özbek, A. (2017). Çok kriterli karar verme yöntemleri ve excel ile problem çözümü. Seçkin Yayınları.
33. Paksoy, S. (2017). Çok kriterli karar vermede güncel yaklaşımlar. Karahan Kitapevi. Adana
34. Pandey, S., Chawla, D. & Puri, S. (2022). Food delivery apps (FDAs) in Asia: an exploratory study across India and the Philippines, British Food Journal, 124(3), 657-678. https://doi.org/10.1108/BFJ-01-2020-0074
35. Pigatto, G., Machado, J.G.d.C.F., Negreti, A.d.S. & Machado, L.M. (2017). Have you chosen your request? Analysis of online food delivery companies in Brazil, British Food Journal, 119(3), 639-657. https://doi.org/10.1108/BFJ-05-2016-0207
36. Pookulangara, S., Wen, H. & Bharath, J. (2023). Consumer attitudes toward ordering from cloud kitchens: a gender and marital status perspective, International Journal of Contemporary Hospitality Management, 35(5), 1859-1879. https://doi.org/10.1108/IJCHM-03-2022-0310
37. Ray, A., Dhir, A., Bala, P. K., & Kaur, P. (2019). Why do people use food delivery apps (FDA)? A uses and gratification theory perspective. Journal of Retailing and Consumer Services, 51, 221-230. https://doi.org/10.1016/j.jretconser.2019.05.025
38. Ramos, K. (2022). Factors influencing customers' continuance usage intention of food delivery apps during COVID-19 quarantine in Mexico, British Food Journal, 124(3), 833-852. https://doi.org/10.1108/BFJ-01-2021-0020
39. Rita, P., Eiriz, V. & Conde, B. (2023). The role of information for the customer journey in mobile food ordering apps, Journal of Services Marketing, 37(5), 574-591. https://doi.org/10.1108/JSM-11-2021-0407
40. Roh, M. & Park, K. (2019). Adoption of O2O food delivery services in South Korea: the moderating role of moral obligation in meal preparation, International Journal of Information Management, 47, 262-273. https://doi.org/10.1016/j.ijinfomgt.2018.09.017
41. Seyrek, İ. H. (2011). Bulut Bilişim: İşletmeler için Fırsatlar ve Zorluklar. Gaziantep University Journal of Social Sciences, 10(2). 701 -713
42. Shah, A.M., Yan, X., Shah, S.A.A. & Ali, M. (2020). Customers' perceived value and dining choice through mobile apps in Indonesia, Asia Pacific Journal of Marketing and Logistics, 33(1), 1-28. https://doi.org/10.1108/APJML-03-2019-0167
43. Sjahroeddin, F. (2018). The role of ES-Qual and food quality on customer satisfaction in online food delivery service, In Prosiding Industrial Research Workshop and National Seminar, 9, 551-558.
44. Statista, 2022. https://www.statista.com/statistics/1369501/food-delivery-app-downloads-global/
45. Statista, 2023. https://www.statista.com/forecasts/1303796/turkey-revenue-of-online-food-delivery-market
46. Steward, T. J. (1992). A Critical Survey on The Status of Multiple Criteria Decision Making Theory and Practice, Omega, 20(5-6), 569-586.
47. Su, D.N., Nguyen-Phuoc, D.Q., Duong, T.H., Dinh, M.T.T., Luu, T.T. & Johnson, L. (2022). How does quality of mobile food delivery services influence customer loyalty? Gronroos’s service quality perspective, International Journal of Contemporary Hospitality Management, 34(11), 4178-4205. https://doi.org/10.1108/IJCHM-08-2021-1039
48. Talwar, S., Kaur, P., Ahmed, U., Bilgihan, A. & Dhir, A. (2022). The dark side of convenience: how to reduce food waste induced by food delivery apps, British Food Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/BFJ-02-2021-0204
49. Tandon, A., Kaur, P., Bhatt, Y., Mäntymäki, M., & Dhir, A. (2021). Why do people purchase from food delivery apps? A consumer value perspective. Journal of Retailing and Consumer Services, 63, 102667. https://doi.org/10.1016/j.jretconser.2021.102667
50. Turan, M., & Akyurt, H. (2021). Turizm Yöneticilerinin Ekoturizm Algısının AHP Yöntemi ile Belirlenmesi: Giresun İli Örneği. Karadeniz Sosyal Bilimler Dergisi, 13(25), 660-678.
51. Ünal, A., & Taş, M. (2021). Üniversite Öğrencisi Tüketicilerin Covid 19 Pandemisi Sürecinde Mobil Yemek Siparişi Uygulamalarına Yönelik Görüşlerine Güvenin Etkisini Belirlemeye Yönelik Bir Çalışma. Journal of Tourism and Gastronomy Studies, 9(4), 2691-2712. DOI: 10.21325/jotags.2021.915
52. Wang, O., Somogyi, S. & Charlebois, S. (2020). Food choice in the e-commerce era : A comparison between business-to-consumer (B2C), online-to-offline (O2O) and new retail, British Food Journal, 122(4), 1215-1237. https://doi.org/10.1108/BFJ-09-2019-0682
53. Wen, H., Pookulangara, S. & Josiam, B.M. (2022). A comprehensive examination of consumers' intentions to use food delivery apps, British Food Journal, 124(5), 1737-1754. https://doi.org/10.1108/BFJ-06-2021-0655
54. Yeo, V. C. S., Goh, S. K., & Rezaei, S. (2017). Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services. Journal of Retailing and Consumer services, 35, 150-162. https://doi.org/10.1016/j.jretconser.2016.12.013