CONSUMER CHALLENGES IN OMNI-CHANNEL FOOD ORDERING: A STUDY OF QUICK SERVICE RESTAURANTS IN INDIA

Abstract

Purpose: The study explores the barriers Indian customers face when using different food ordering channels at Quick Service Restaurants (QSRs). It is particularly important to understand what customers find challenging in the era of fast-growing online food delivery and ordering. Design/Methodology: A total of 30 QSR consumers who regularly use both the online and the offline channels were interviewed in semi-structured interviews. People were interviewed about their experiences with different ordering options to find out what common problems existed. Findings: Among the main problems, the study says, are technical issues (such as error-filled apps and inaccurate updates on order tracking), a disconnect between online and offline methods (including differences in what is available and at what price and not recognising loyalty status), challenges in getting customer service to resolve issues and not including consumer preferences on all the different platforms. Many consumers were happy with online ordering but became frustrated when transitions between the online and brick-and-mortar experiences were not easy. Practical Implications: The research recommends that QSR operators address these issues: improve the stability of ordering apps, integrate order and pickup processes (for a consistent menu and usable coupons) and strengthen customer service and loyalty programmes. Originality/Value: The research shares in-depth details about the problems consumers have in using multi-channel food services in India which is not widely explored. It fills a hole in omnichannel retail research by examining the QSR sector and provides useful tips for enhancing customer service.