Abstract
The introduction of innovative techniques by e-commerce and courier companies has led to the development of a new business model aimed at online food ordering and delivery in the last decade. The revenue of this industry increased to $91.4 billion USD in 2018, and is expected to reach $156.8 billion USD in 2023, with an annual growth rate of 11.4%. As in other industries, the ability to understand the customers' experience and how they define value are central to the success of the online food delivery industry. In this study, we developed a conceptual framework which ties together all the intervening factors affecting online food delivery. Additionally, we conducted a customer survey aimed at studying these variables and used statistical tools and decision tree analysis for understanding the influential factors in online food delivery business. This proposed methodology can facilitate decision makers to better understand the most important factors contributing to customer overall satisfaction, and act accordingly to accommodate their needs.