Resurgence of Small Eateries Through Partnerships for the Goals: The Successful Business Model of Online Food Apps in Kerala

Introduction: The success of business models in India, such as e-tailing, transportation or online food ordering apps, despite any trend in GDP growth, needs to be evaluated in the context of technology adoption. This paper reviews the business model where small and medium restaurants align with delivery partners and payment gateways for successful coexistence. Objectives: The study aims to explore the dimensions of customer satisfaction of end users and job potential of individual delivery partners by probing whether customer satisfaction and job potential influence success of the online eatery business model and identifying whether success of online eatery business model impacts the benefits derived by participant eateries or restaurants. Theoretical Framework: The research is grounded in Customer Value and Satisfaction (CVS), which underpins the need of new business models that consider customer-supply strategies and continuous improvements as cornerstones of managerial effectiveness. The framework integrates theoretical perspectives that can help build typologies for business model innovation, explaining customer bliss, delivery partner benefits, and advantages for small eateries through partnerships for goals. Methods: A systematic literature review followed by a survey among 120 each of regular users of online food apps, delivery boys and restaurant partners from Kerala was conducted. Structural equation modelling was applied to identify the impact of end customer (diner) satisfaction and delivery partner (biker) benefit on the benefits to the eateries (restaurants). Results and Discussion: Findings reveal that the web support offered by online food apps through interfaces of apps and background support from restaurants had been influential on customer satisfaction. The results validate that customer satisfaction and job potential significantly predicts the success of business model and such success in partnerships for goals directly impacts the benefits derived by eateries. Research Implications: The theoretical and practical implications of this research are highlighted in the need for development of innovative technology and web interfaces that are more user-friendly. Policies should comprehensively integrate the service providers, logistics mechanism and end users. The results of the study if properly applied in eatery and online food delivery models can definitely influence practices in the field of e-businesses and online food delivery. Originality/Value: This study uniquely addresses the effective integration of supplier, logistic partner and final user for enriched customer satisfaction. The study contributes to the literature by highlighting the application of innovative partnership for goals in improved customer satisfaction.