Related Literature

(Zeithaml&Bitner, 2003) In food delivery business Service Encounter does not happen
frequently because in online food ordering and delivery business there is no direct interaction
with restaurants. Consumers usually rely on information updated on restaurant search engine
portals. Customer make their choices, perception by reading reviews and ratings given by critics
and seasoned customers. Sometime phone encounters happen, but that happens between food
ordering & delivery Service Company and customer. According to RedSeer Consulting firm
([Link]- Feb18)states that food delivery sector is continuously increasing 15% per
quarter.

William R. King , Jun He . (2006). Many researchers find TAM model (Davis, 1989; Davis,
Bagozzi, & Warshaw, 1989) very effective to evaluate the acceptance, attitude and behavioral
intentions of users towards new technologies. Mobile apps are most convenient ways for
ordering food. Due to rapid increase in mobile users, it has been seen that there is exponential
growth in online food ordering. Consumers find it very easy to search on websites or apps to
choose the food of restaurants they like. Reviews and ratings given by consumers on websites is
beneficial for new customers in purchasing decisions. Filters are also added on websites and
mobile apps to categorize and customize the order according to consumer's need. In business
everyone is stakeholder. But most prominent stakeholder is the customer. Delivery time is the
most important and deciding factor in retention of the customer. Employees of the companies
also understand that delaying the order means there is a high probability of consumers switching
to other food ordering and delivery services. Food delivery companies highly understand the
importance of delivery time hence they provide live tracking order facility to know about
arriving time of their orders. Tracking the order totally depends on the GPS (global positioning
system) that is delivery agent needs to activate GPS service in mobile or in vehicle so that
customer and consumer can track the parcel on his/ her mobile. In Service sector relationship is a
key to success, hence companies are more focused on building strong relationship with
customers. In Food delivery services, company does not take ownership of food taste. That
responsibility is taken by restaurant owners. The main concern of food delivery service is to
provide food to consumer's door step and that too in committed time framework.

Vaggelis Saprikis. et. al (2010). The rapid increase of internet usage, as well as, the progress of
information technology had changed the way goods are purchased and sold, resulting to the high
growth in the number of online shoppers. However, a lot of differences regarding online
purchases have been revealed due to the various consumers' characteristics and the types of
provided products and services. Therefore, understanding who are the ones consuming and why
they choose to use or avoid the Internet as a distribution channel, is a important issue for both
shopping portals and consumer theorists. Moreover, the reasons for using or avoiding online
shopping, as well as, the types of preferred products were studied. The research provides
interesting insights on the online consumer behavior, as the results show significant differences
between the two groups of respondents.

Chris (2011). Some company believes that some restaurant can promote instantly and customer
can book tables overnight But the fact in today's scenario some restaurant are not able to attract
customer because there is huge penetration in Indian market especially in urban cities wherein
customer are more selective and people don't have enough time to visit restaurant. In such case
restaurant owners make alliance with food ordering and delivery services to deliver food to
customer. Food delivery services also gives more visibility to restaurants.

Kimes & Laqué(2011). Online food Ordering service is a vital part of restaurant business. Some
food supply chain restaurants like Pizza Hut, Dominos, Me Donald's have created mobile apps so
that customer can place order through mobile apps. But since telephone is still most preferred
way of ordering food. Online food ordering service owns most of the restaurant data on their
websites, while telephone is restricted to the particular hotel or restaurant. Using mobile app will
provide more convenience to consumer.

Serhat Murat Alagoza and HalukHekimoglub (2012).The theory of reasoned action (TRA)
(Ajzen and Fishbein, 1980) and the theory of planned behaviour (TPB) (Ajzen, 1985) is used to
examine the relationship between behaviour and attitude. Technology acceptance model is the
combination of this two models. states that the attitude of the students differ according to the
ease of online food ordering system and belief of the safety also helps in building attitude against
online food ordering system. Belief can also be termed as trust which is important in creating
loyalty. Innovations and external influence also indicate some impact on attitude of
thecustomers. Innovation can be done in packaging of food which will be delivered to customer.
Online food delivery firms can use customized packaging to increase brand visibility.

(Lara Sowinski., 2012). When there is proper coordination between restaurants, food delivery
service. At the same time locality of the customer also plays vital role in delivering food because
if location is far away from restaurant then more burden comes on the food delivery service
provider.

Caroline Opolski Medeiros and ElisabeteSalay (2013). The cost, atmosphere, Freshness of food
and locality were the attributes most investigated by the researchers. The food quality and taste
were perceived as important by consumers for every types of hotels. On choosing fast-food
restaurants the price and tempo of service were the most important key factors. On selecting
other types of restaurants, the most relevant factors were the food quality and taste, followed by
attributes related to service. Price was shown to be deciding factor for the students, lower-income
people and individuals who take food less frequently. With respect to gender, women perceived
the preferences of their families and the safety of food as more important than men. Differences
in the degree of importance given to the selection factors were observed according to the meal
context. This review showed that research, applying appropriate methods, is needed to broadly
understand the choices of differing establishments by consumers.

Kamran Ahsanet. al (2013) In food ordering and delivery services cloud services are playing
very vital role in food ordering and delivery services such as customer service, relationship
management, supply chain management, [Link] to technological moment food ordering and
delivery services wants to ensure that ordered food must deliver at right place at right time and to
right person.

Y Prabhavathiet. al. (2014). When research conducted on preferences and spending pattern of
consumers some factors were identified as affordability, social influence, healthy menu and
service quality. Lifestyle also plays a critical role in consumption of food and restaurant provide
satisfaction by improving the taste of food also relaxation with friends. In food ordering and
delivery services lifestyle may be a deciding factor in consumption of food but this delivery
service business is not limited to fast food. All type of food and beverages are available on food
ordering and delivery services. Taste will be most important factor in serving the food but in
online food ordering and delivery services restaurant owner is totally unaware about to whom his
order is going to delivered. As order will be delivered at consumer's doorstep restaurant
ambience is not considered as key factor in food delivery services.

KrishniMiglani. (2014) identified some reasons such as urbanization, growth of working women,
younger population in urban areas and higher disposable incomes combined with increased time
constraints. Popular market trends are Internet sites made-for-delivery and mobile apps. The
growth of demand for take-away despite slowdown in Quick service restaurants (QSR) dine-in
suggests that consumer preferences are moving away from QSR dine-in. Tastes are changing,
eating out at Quick service restaurants outlets are no longer perceived as an occasion in India.
Dine-in trends are finer dining, or café outlets, whilst QSR is demanded in a fast and convenient
manner, preferably delivered to the doorstep. Quick service restaurants suppliers must evolve
with its new perception and cater to the increased demands of home delivery in an innovative
manner. Suggestion is given that individual brands to apply the new consumer preferences such
as refinement, health, hygiene and taste to win market shares and competing with giant players.
Social media outlets are not just limited to connect with friends but are increasingly a mechanism
for consumers to learn about food. The website is populated with an abundance of blogs all
talking about food in one form or another. Food is the major topic of conversation on all social
media platforms. Indian consumers have developed a strong affection towards the online food
delivery space, they like spending their time online browsing various convenient options.
PratiksinhVaghela (2014). Customers has access to internet at office and home. Largely
customers are buying accessories through internet. Most critical factor for online shopping was
customers need to give credit card details and they cannot see products. The perception of
customer is online shopping (food and other accessories) is more expensive, its take more time to
deliver the products and they are facing problems while making online purchases. Online
shopping is becoming daily habit in today's life. The study showed that customer believed that
online shopping is better option than manual shopping still they have belief that online shopping
is expensive, delayed in delivery of products and service. Most of the customers are facing
problems like return of bad / wrong product, confusing sites and ineffective customer service.
According to, customers most alarming barrier for online shopping are unable to verify product

Yi Jin Lima, [Link]. (2015). The relationship between purchasing intention and online shopping
behavior showed the positive relationship. The large effect of purchasing intention towards
online shopping behavior was consistent with previous studies that the intention was a salient
predictor of actual behavior to shop online. The second aspect was between subjective norm and
purchase intention with favorable and significant result. The result implied that university
students' purchase intention was influenced by perception of the cultural background, families,
friends and advertisement. This research has shown an increased explanatory power of the
purchase intention and online shopping behavior compared to previous research. It also provides
guideline for future research to concentrate on the strengths and terminate the weaknesses. As
with any research there are some loopholes in the research like sample chosen was limited to
university students with higher education background.

Zulkarnain Kedah (2015) found that there a significant positive relationship between website
quality and website trust but also a significant positive relationship between service quality and
customer satisfaction. Furthermore, significant positive relationships are also found not only
between website trust and customer satisfaction but also between customer satisfaction and
loyalty. One important finding came across while research was conducted that there is direct link
between service quality and loyalty. Research also provides valuable insights for operating
online food ordering services. Loyalty also plays a vital role in any firm's success which leads to
high profits and long term growth.

Zamarrud Ansari and Surabhi Jain (2016) states that people are habitual to ordering and buying
items online. The reduced cost of mobile phones and the rising standards of living have
expanded the size of this larger market. Broadly, there are three challenges any online Food
business will face. To begin with logistics in terms of timely delivery and optimizing the
resources will have to be taken care of. Next biggest challange is while integrating with the
number of restaurants, since every online food business has to ensure the quality of service by
training its people and also has to make sure that it receives its payment in time. But to get good
technical skills for that will be the third and the most difficult challenge. The, ost important thing
which a good online food portal should evaluate is the employees associated to firm. They must
see whether the employees will be able to excel on operational level and enhance the business.

ZetyShakilaBintiMohd Yusofet. al (2016) stated that e-commerce is a aggregator and it is