Analysis of factors causing customer dissatisfaction with food ordering applications (MFOA)

Today, mobile applications have become an integral part of people's daily lives. Given the growing market for mobile food ordering applications and the tendency of businesses to take advantage of these technologies, it is important to identify the factors that affect customer dissatisfaction with these applications. Due to the existing research gap, the main purpose of this article is to identify and prioritize the factors of customer dissatisfaction with food ordering apps.

In terms of method and nature, this research is of mixed and exploratory type. In the qualitative part of the research, by means of content analysis, the factors of customer dissatisfaction were extracted from the text of 20 interviews (after data saturation). In the quantitative section to rank the factors of dissatisfaction, a researcher-made questionnaire was distributed and the themes were ranked using the weighted average method.

In this research, using the theme network method, 15 organizing themes and 6 comprehensive themes were identified and its website network map was drawn.

Delay in order delivery is the most important cause of customer dissatisfaction with food ordering apps, and in the next ranks is the lack of quality assurance and health of food, non-compensation for the difference between invoiced items and sent items.