Discovering Consumer Complaint Behavior in Online Food Delivery

Abstract: Online food delivery is becoming increasingly popular and has attracted more and more attention of scholars. However, the study on online food delivery faces a gap of consumer complaints. Those complaints can help service providers improve their service and business. This thesis aims to identify the factors that cause customers to complain and the behaviors customers show when they complain in the context of online food delivery. Semi-structured interviews with ten participants and online review examinations were conducted. This study demonstrates that delivery delay, bad food quality, unprofessional delivery man, and technical issues are the main factors that drive customers to complain. No action, negative word of mouth, voice or seek redress directly from the business, and exit or boycott are the complaint behaviors customers display when they are dissatisfied. Finally, we suggest that online food delivery companies and restaurants need service quality management, strategic complaint management, and human resource management to prevent and take advantage of consumer complaints.