Online food delivery service strategies: a netnographic analysis on customer satisfaction

Purpose This study explores how intrinsic and extrinsic service attributes influence customer satisfaction in the online food delivery (OFD) industry. The research focuses on markets with varying levels of competition, analyzing customer reviews from Trustpilot (for Just Eat, a competitive market) and Café Bazar (for SnappFood, a non-competitive market). Design/methodology/approach A qualitative netnographic approach was employed to analyze user-generated content. The study systematically categorized intrinsic attributes (e.g. delivery timeliness and reliability) and extrinsic attributes (e.g. promotions and app usability) to understand their impact on customer satisfaction across different market conditions. Findings The results reveal that in competitive markets, intrinsic attributes are crucial in mitigating dissatisfaction, while extrinsic attributes enhance loyalty. Conversely, in non-competitive markets, extrinsic factors such as cost efficiency and menu variety play a more dominant role in driving customer satisfaction. These findings highlight the need for OFD platforms to tailor their service strategies based on market dynamics. Originality/value This study provides novel insights into how service attributes function in competitive and non-competitive OFD markets. It also demonstrates the effectiveness of netnography in capturing detailed customer perceptions. The findings offer practical guidance for OFD providers seeking to optimize customer satisfaction and strategic positioning.