The sooner, the better? Interactions of stakeholders in online food delivery service platforms

Abstract

Purpose

This research aims to explore the interactions of stakeholders in online food delivery (OFD) platforms, including restaurants, the delivery system and the platform, and the effect on total sales. In order to comprehensively analyze the service of stakeholders, the authors adopted the time duration which provides a unified metric for assessing service performance.

Design/methodology/approach

The authors used panel vector autoregressive (PVAR) model analysis to verify the interactions among restaurants, the delivery system, and the platform itself, and to assess their effects on the sales. Data were collected from one of the biggest OFD service platforms in China – Eleme.com.

Findings

First, the findings confirmed that the service performance of restaurants, the delivery system and the platform itself influence one another. There is a bidirectional causality between food preparation time (FPT) and actual delivery time (ACDT), as well as between FPT and advance arrival time (ADAT), ACDT and ADAT. Second, the service performance of restaurants, the delivery system, and the platform itself all positively affect sales, thus demonstrating unidirectional causality.

Originality/value

The current research is a pioneering empirical study, as it confirms the dynamic interactions between participants in OFD platforms and the dynamic influence of their respective service performances on sales. The findings of this research have a number of implications for the management and operation of online food ordering and delivery platforms.

Citation

Jiao, T., Zhao, X. and Li, X. (2023), "The sooner, the better? Interactions of stakeholders in online food delivery service platforms", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 5, pp. 1134-1156. https://doi.org/10.1108/APJML-01-2022-0039