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Evaluating cross-country differences from the customer support point-of-view in the online food delivery industry
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School of Business |
Master's thesis
Electronic archive copy is available via Aalto Thesis Database.
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en
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39+8
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Abstract
This thesis evaluates the cross-country differences in online food delivery from the customer support point of view. The aim is to contribute to the research space in the relatively new, growing field of online food delivery as well as look at cross-country differences using purchase data. The focus areas are customer support contact rate and customer retention, which are key topics for any consumer-facing operation.
For the analysis part, data was obtained from a case company operating in the food delivery industry and four countries were selected for the cross-country analysis. The analysis itself investigates what effects service failure has on customer support contact and retention rates, and how customer support interaction affects retention. These hypotheses posed based on the previous literature are assessed using a structural equation model.
The findings of this study are mostly in-line with the previous literature, as contact rate and retention are affected by the customer experience, although the effect is relatively small. Furthermore, cross-country differences are identified between multiple countries and relationships. The main contributions of this study are the statistically significant differences between countries and the findings made using actual purchase data in the online food delivery space.