Exploring Generation Z’s brand experience drivers: a paradigm shift for food delivery platform

This study aims to empirically examine Generation Z’s perspective on visiting an online food delivery platform and how it leads to a brand experience for them. The methods involve a quantitative approach through a structured questionnaire. The data was collected from 378 Generation Z users of online food delivery platforms. Initially, exploratory factor analysis was used to extract the construct. For the estimate of parameters, two-step structural equation modelling (SEM), which consists of a “measurement model” and a “structural model,” was used. The study empirically demonstrates that value augmentation, price convenience, quality service, and delivery convenience are primarily responsible for attracting customers to online food delivery platforms. These variables lead to the formation of intangible associations of the customers with the brands, leading to a strong brand experience. The outcomes will benefit the practitioners in developing a deeper understanding of Generation Z’s perceptions toward India’s online food delivery platforms. Customers of online food delivery platforms can also benefit from the study’s findings as it will help them understand how well these platforms treat their customers and how important they are to these platforms. The result will further help to understand consumer behavior and to build a brand around the same. The better we understand Indian Generation Z’s perspective, the faster and stronger the brand experience we build. The study contributes to the limited literature by exploring and identifying the factors influencing Generation Z’s choices and understanding the key drivers within India’s evolving online food delivery industry to establish a strong brand experience.