The Study on Customer Perception Towards Aggregator Service

The emergence of aggregator services—such as food delivery, ride-hailing, and travel booking platforms—has redefinedconsumer access to services by consolidating offerings under one digital interface. These platforms not only provide conveniencebut also intensify competition based on customer experience. This paper aims to develop a conceptual framework to understandthe factors influencing customer perception towards aggregator platforms. Drawing on theories such as the TechnologyAcceptance Model (TAM), SERVQUAL, and Expectancy Disconfirmation Theory, this study identifies key constructs includingtrust, ease of use, service quality, price sensitivity, and brand image. The proposed framework provides a theoretical foundationfor future empirical validation and offers strategic insights for platform operators seeking to enhance user engagement andsatisfaction.