Impact on Customer Satisfaction by the E-S-Qual Dimensions of Online Food Delivery Service Industry among Undergraduates

The increasing prevalence of internet usage for purchasing goods and services has catalyzed the emergence of the Online Food Delivery Service (OFDS) industry in Sri Lanka, transitioning consumers from traditional in-store dining to digital platforms. This study investigates customer satisfaction levels among online food purchasers, focusing on the dimensions of E-S-Qual, which include Efficiency, Fulfillment, System Availability, Responsiveness, and Tangibles. Utilizing an explanatory cross-sectional design, the study collected primary data gathered through an online questionnaire distributed to 205 respondents via Cluster Sampling. The data were analyzed using SPSS, confirming the reliability of all five E-S-Qual dimensions. Regression and hypothesis testing revealed that Fulfillment, Responsiveness, and Tangibles significantly impact customer satisfaction, while Efficiency and System Availability do not. Notably, Responsiveness emerged as the most influential factor, whereas Fulfillment had the least impact on customer satisfaction. The findings underscore the importance of enhancing service quality in the OFDS sector to improve customer experiences. The study advocates for further research to explore additional independent variables that may influence customer satisfaction, thereby contributing to the ongoing development of the online food delivery landscape in Sri Lanka.