Food is considered part of a nation’s critical infrastructure along with healthcare, energy, communication sector, among others. As food service industry customers are notoriously fickle, the industry has to keep up with changes in taste, fashion, and ease of access. Technology assists in this process, and with the dramatic growth of wireless communication technology and the high penetration rate of the Internet, food service businesses now rely on technology as a major information resource and marketing tool (Bickerton, 2015). Additionally, the use of the internet in sales and purchases of goods and services has registered a significant and heterogeneous diffusion among varied products, countries, and different areas of concern, especially in the field of bio-economy. The proliferation of smartphones has exacerbated this trend, as they provide for the real-time connectivity of mobile apps, making food delivery apps popular with busy diners in pursuit of speed and convenience. Food delivery applications have now turned into a major hit with well-informed people crosswise across the globe (Gupta, 2019). As food delivery apps have increased in popularity, the online food delivery service market is expected to grow 17.9 percent annually to reach revenue of US$370 million. Expected in four years the competitive dynamics of the food delivery market will be increased particularly in Malaysia (https://www.theedgemarkets.com/article, 2020). The increase in the use of the internet as a platform facilitating the exchange of goods and services is facilitated by the increasing number of e-commerce websites, mobile commerce (m-commerce) applications, instant payment systems, and mobile payment systems.
Author(s) Details:
Nina Farisha,
University of Malaya, Malaysia.
Norhayati Mat Yusoff Mohd Yusof,
Universiti Teknologi MARA, Malaysia.
Irina Mohd Akhir,
Universiti Teknologi Mara (Pulau Pinang), Malaysia.
Suriati Osman,
Universiti Teknologi MARA, Malaysia.
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