Evaluating The Influence Of Purchase Intentions On Customer Satisfaction And Loyalty In Food Ordering System: A Study Of Delhi NCR Restaurants

Abstract

Food ordering systems have transformed the restaurant ecosystem in India’s Delhi-NCR region, led by platforms like food delivery apps, Zomato, Swiggy, restaurants websites walk-in/take-away and others. The present study examines the challenges and influence of customers’ purchase intentions with a mediating role of Consumer satisfaction on customer loyalty in food ordering.The current study employs adopt theoretical framework of the Theory of Planned Behaviour (TPB). This study has analyzed service quality, trust, and convenience as factors affecting purchase intention and consumer satisfaction. The findings show that high purchase intention is often fueled by convenience, perceived food quality, and promotions, resulting in repeat usage, only when the service is as per customer expectations. In the Delhi-NCR online food ordering ecosystem, challenges like intense competition, and delivery logistics in a congested urban environment, customer service responsiveness, and varying levels of technological adoption significantly impact the intention–satisfaction–loyalty chain. The study discusses about these challenges impact for the conversion of purchase intentions into lasting loyalty. The paper concludes with recommendations for food ordering platforms and restaurants to enhance user experience, service quality, and trust to foster greater consumer loyalty and consumer satisfaction in this rapidly.