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Last-mile challenges in on-demand food delivery during COVID-19: understanding the riders' perspective using a grounded theory approach

Praveen Puram (Quantitative Methods and Operations Management (QM and OM) Area, Indian Institute of Management Kozhikode, Kozhikode, India)
Anand Gurumurthy (Quantitative Methods and Operations Management (QM and OM) Area, Indian Institute of Management Kozhikode, Kozhikode, India)
Mukesh Narmetta (Information Systems Area, Indian Institute of Management Kozhikode, Kozhikode, India)
Rahul S. Mor (Department of Food Engineering, National Institute of Food Technology Entrepreneurship and Management, Sonipat, India)

The International Journal of Logistics Management

ISSN: 0957-4093

Article publication date: 7 September 2021

Issue publication date: 9 August 2022

2929

Abstract

Purpose

This paper aims to explore the last-mile (LM) challenges faced by on-demand food delivery (ODFD) riders during the coronavirus pandemic. This study contributes to the literature on the less-explored domain of ODFD services.

Design/methodology/approach

A grounded theory methodology is used. Riders working for multiple ODFD firms in various urban and semi-urban areas of India were interviewed. Open, axial and selective coding of interview transcripts was done.

Findings

A grounded model is developed consisting of riders' challenges represented broadly under four core categories: Operational, Customer-related, Organisational and Technological issues. The study indicates that while some of the challenges are inherent to the ODFD supply chain, these have been visibly exposed and intensified by COVID-19, while other challenges are specific to the pandemic.

Research limitations/implications

The model is a qualitative proposition representing LM delivery issues in ODFD services faced by the riders in India's urban and semi-urban areas during the COVID-19 pandemic. Other countries may face similar problems, but further studies are necessary to confirm or refute the findings.

Practical implications

ODFD companies must address the riders' issues to better adapt to the current and future disruptions and improve riders' quality of work–life to achieve operational excellence.

Originality/value

This study builds on the extant ODFD literature by focusing on one of its less addressed aspects: the working conditions of the riders. This work is conducted amid the COVID-19 pandemic in the context of a developing country and aims to study the challenges in ODFD operations.

Keywords

Acknowledgements

This paper forms part of a special section “Operational excellence in the supply chain of perishables at the time of the outbreak”, guest edited by Sachin Kumar Mangla, Gunjan Soni, Michael Bourlakis and Vikas Kumar.

The authors would like to thank the anonymous respondents/riders of on demand food delivery companies for their input and opinion during the interview process. The authors also like to acknowledge the thoughtful comments and suggestions provided by the reviewers and the guest editors, which improved the quality of the manuscript significantly.

Citation

Puram, P., Gurumurthy, A., Narmetta, M. and Mor, R.S. (2022), "Last-mile challenges in on-demand food delivery during COVID-19: understanding the riders' perspective using a grounded theory approach", The International Journal of Logistics Management, Vol. 33 No. 3, pp. 901-925. https://doi.org/10.1108/IJLM-01-2021-0024

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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