Customer resistance toward food delivery apps: an in-depth inductive investigation

Purpose The study aims to explore the resistance toward food delivery applications (FDAs) and uncover insights into this inhibitory behavior. Design/methodology/approach The study utilized the GIOIA approach, an inductive investigation where 31 respondents participated in the inductive study. This method utilized the open-ended essay-type questionnaires, and responses were documented to elicit codes for qualitative analysis. Findings The findings elicit various barriers to the rapid adoption of FDAs. This helps in proliferating the literature of innovation resistance theory (IRT) toward FDAs and enables firms to promote niche offerings to yield higher sales through digitization. Originality/value The study deepens the reactance toward FDAs using the IRT, flourishing the scant literature. Moreover, the study elicits crucial barriers to the FDA’s rapid adoption in online food delivery, providing compelling solutions to mitigate their reactance behavior.