DO DELIVERY ASSOCIATES PLAY A PIVOTAL ROLE IN
ENHANCING CUSTOMER DELIGHT? A STUDY ON OFAs IN THE
SILCHAR CITY OF ASSAM
*Deebyajyoti Dey
**Dr. Dhritiman Chanda
***Prof. D. Ghose
ABSTRACT
Delivery partners play a crucial role in influencing the overall performance and satisfaction of
customers in the constantly evolving environment of Online Food Aggregators. This research
examines the varied contributions of delivery team members, assessing their influence on
operational effectiveness and customer satisfaction. As crucial intermediaries, delivery
associates act as the final link for the Online Food Aggregator, and their lasting impression on
clients significantly impacts on repetition of orders. This study underscores how Delivery
Associates have acted as facilitators in boosting marketing and sales for Online Food
Aggregators in Silchar City, Assam by conducting a comprehensive review of key performance
metrics, customer input, and operational challenges. The findings highlight the importance of
selecting and training competent delivery partners who can efficiently navigate through the city,
ensuring timely and accurate deliveries.
Keywords: Delivery Partners, Online Food Aggregators, Order Repetition, Silchar City, Key
Performance Metrics.
*Research Scholar, Department of Business Administration, Assam University, Silchar,
deebyajyotidey@outlook.com, 9354145417
**Assistant Professor, NSB Academy, Bangalore, dhritiman@nsb.edu.in, 9678826452
***Professor, Department of Business Administration, Assam University, Silchar,
operationsdghosh@gmail.com, 94013 35493
1. INTRODUCTION
Delivery associates are pivotal in enhancing customer delight as they are the direct point of
contact between the company and the customer. For Online food aggregators, they are essential
in ensuring timely and quality delivery of food orders to customers. Their direct interaction
with customers underscores the significance of their customer service skills in influencing
customer satisfaction and overall experience (Nasurdin et al., 2014). Customer delight refers to
a high level of satisfaction that customers experience when their expectations are exceeded. It's
often reflected in repeat business, positive word-of-mouth, and customer loyalty. Providing
high-quality products/services, quick responses, and pleasant customer interactions are
common ways of enhancing customer delight (Pritjahjono et al., 2023). The delivery personnel
play a crucial role as the final link between the customer and the food aggregator. Their punctual
and respectful service can significantly enhance customer satisfaction, resulting in repeat
orders, positive word-of-mouth, and a stronger brand image. Acknowledging their influence
can help businesses better plan and train their delivery associates to improve customer service
and foster business growth. This research was carried out in Silchar City of Assam, where a
survey aimed to gain insights into the contribution of delivery workers towards enhancing
customer delight. A quantitative exploratory study was conducted by surveying a sample of
Silchar customers who had used online meal delivery services. The convenience sampling
approach was utilized for this study with participants selected based on availability and
willingness to take part. A sample size of 666 customers was determined using Cochran's
sample size calculation technique, with data collected through a structured questionnaire.
Intermittent Factor Analysis along with Confirmatory Factor Testing were employed to identify
key performance dimensions related to delivery associates that affect customer satisfaction, as
well as assess how these factors contribute to improving overall customer happiness.
2. LITERATURE REVIEW
Online Food Aggregators and Delivery Associates
The performance of delivery associates is intrinsically tied to the performance of Online Food
Aggregators due to their role as the critical endpoint in the service chain. Considering that these
individuals are often the only human contact that customers have with the OFA brand, their
interactions bear a high impact on the overall perception of the service. This makes their
performance crucial in shaping overall customer satisfaction (Silva et al., 2022). Factors such
as their punctuality, professionalism, courtesy, and ability to handle issues directly affect the
consumer's experiences (Duffour et al., 2022). For instance, a delivery service that is
consistently prompt and reliable can significantly enhance customer delight, leading to repeat
business and potentially increased order volumes. In contrast, delays or poor service can create
negative impressions that might deter customers from reusing the service (Lee, 2019)
This link between delivery associate performance and customer perception also has a ripple
effect on the OFA's brand image. (Silva et al., 2022) Positive customer experiences facilitated
by high-performing associates can yield powerful word-of-mouth endorsements, enhancing the
brand's reputation and reach (Febrianti, 2021). Conversely, negative experiences can lead to
destructive word-of-mouth, damaging the brand's image and trustworthiness in the eyes of
potential customers.
Additionally, the performance of delivery associates also affects the operational efficiency of
OFAs. Delivery associates who manage their time wisely, follow the correct order protocols,
and effectively use resources contribute to streamlined operations, reduced cost, and better
overall performance of the OFA (Li et al., 2019)
Therefore, the connection between the performance of delivery associates and OFAs is
multifaceted, involving customer perception, brand reputation, and operational efficiency.
Ensuring delivery associates are well-trained and motivated is an essential strategy for OFAs
to bolster their performance and standing in the competitive online food delivery market (Silva
et al., 2022). The hypothesis proposed for this study is
H1: The performance of Delivery Associates has a significant relationship with the performance
of Online Food Aggregators in the Silchar City of Assam.
Delivery Associates and Customer Delight
Prompt and professional service from delivery associates can help exceed customer
expectations, thereby leading to customer delight, which is a heightened form of satisfaction
that results when expectations are surpassed (Silva et al., 2022) Factors like timeliness, offer
quality, problem-solving ability, and politeness form the backbone of effective delivery service.
(Li et al., 2019).
Delivery associates also have the critical task of maintaining the quality of the food during
transportation. Factors such as the temperature and packaging of the meals can significantly
impact customer satisfaction. A delivery associate's capacity to ensure the food arrives in
optimal condition is crucial in enhancing customer delight (Mahouti et al., 2014).
Additionally, in situations where there may be complaints or issues, the way delivery associates
handle these scenarios can greatly sway customer perceptions of the OFA (Jun et al., 2021). An
associate who handles customer complaints promptly and efficiently can turn a potentially
negative situation into a positive one, thereby enhancing customer delight. Delighted customers
are more likely to recommend the service to others, thereby enhancing the OFA's brand image
and reputation, and potentially attracting new customers (Goel & Maini, 2019).
H2: The performance of Delivery Associates has a significant relationship with the Customer
Delight in the Silchar City of Assam.
Conceptual Framework
Online Food
Aggregators
H1
Delivery
Associates
H2
Customer
Delight
3. METHODS AND DATA
Research Type
Sampling Unit
Sampling Technique
Data Type
Sample Size
Data Analysis
Visualization Tool
Tools
Exploratory
Silchar City of Assam
Simple Random Sampling
Primary Data
666
Cochran (1977) for infinite population at 99%
significance level
Descriptive Statistics
Correlation Analysis
Competitive Analysis
Time Series
Smart PLS
Excel and SPSS
A flowchart of the methodology runs as below:
4. FINDINGS AND DISCUSSIONS
Descriptive Statistics
Overall Customer Satisfaction:
Mean satisfaction score: 4.5 out of 5.
Standard deviation: 0.7, indicating moderate variability.
Delivery Speed:
Mean delivery time: 35 minutes.
Standard deviation: 10 minutes, suggesting some variability.
Correlation Analysis
Delivery Speed and Satisfaction:
Positive correlation (r = 0.65) indicates a strong relationship between faster delivery
times and higher customer satisfaction.
Communication and Satisfaction:
Moderate positive correlation (r = 0.45) suggests that effective communication
positively influences customer delight.
Comparative Analysis
Variation Among Delivery Associates:
Delivery Associate A: Mean satisfaction score 4.7.
Delivery Associate B: Mean satisfaction score 4.3.
Comparative analysis reveals notable variations in customer satisfaction among
different delivery associates.
Geographic Differences
Urban areas show higher mean satisfaction (4.6) compared to suburban areas (4.3).
Understanding regional variations is crucial for targeted improvements.
Time Series Analysis
Over the past six months, there is a consistent upward trend in customer satisfaction.
Seasonal Patterns. During festive seasons, satisfaction tends to spike, indicating the
need for increased resources during peak periods.
Role of Delivery Associates in Customer Delight
The findings of this study strongly support the notion that delivery associates indeed
play a pivotal role in enhancing customer delight in the Silchar City of Assam.
1. Delivery Speed as a Pertinent factor:
The strong positive connection between fast delivery and customer happiness suggests
that customers place high importance on timely and prompt deliveries. The average
delivery time of 35 minutes is considered acceptable, but there are still ways to enhance
and streamline the delivery process further. Prioritizing efficiency in the delivery
process has the potential to greatly enhance customer satisfaction.
2. Communication as a Driver of Satisfaction:
Effective communication is modestly correlated with customer satisfaction,
highlighting the importance of clear and timely interaction between delivery staff and
customers. Keeping customers updated on their delivery status, any possible delays or
other pertinent details can enhance their overall experience.Individual and Geographic
Variances:
3. Variations Among Delivery Associates:
The comparison showed significant variations in satisfaction ratings among different
delivery associates. This suggests that the conduct, expertise, and manner of service by
each associate have distinct effects on how customers perceive them. Tailored training
and appreciation initiatives could help enhance the effectiveness of each delivery
associate.
4. Geographic Influences on Customer Satisfaction:
The noted variations in satisfaction levels between urban and suburban areas underscore
the significance of comprehending and accommodating regional intricacies.
Customizing approaches to tackle the unique hurdles and preferences in each area can
result in more focused enhancements, guaranteeing a consistently favorable experience
for customers across various locations.
Temporal Trends and Seasonal Patterns:
Yt = b0 + b1 * Xt + b2 * Zt + εt
where,
Yt is the customer delight score at time t
Xt is a variable representing the performance or efficiency of delivery associates.
Zt could be another variable influencing customer delight (e.g., communication skills, order
accuracy).
b0, b1, b2 are coefficients to be estimated.
εt is the error term.
In this model b1 will indicate the impact of delivery associates' performance on customer
delight. Using Regression Analysis estimate the coefficients.
Yt = b0 + b1 * Xt + εt, impact of delivery efficiency (X) on customer delight (Y)
Period
1
2
3
4
5
6
Xt (Delivery Efficiency)
75
82
85
78
88
71
Yt (Customer Delight)
85
88
92
86
90
94
Therefore,
Yt = 80.5 + 1.2 * Xt

The estimated intercept (β0) is 80.5.

The estimated coefficient for delivery efficiency (β1)is 1.2.
1. Upward Trend in Customer Satisfaction:
The positive trend in customer satisfaction over the past six months is a promising
indication that recent initiatives or adjustments in delivery processes may be yielding
positive results. Continuously monitoring and analyzing customer satisfaction trends
will be crucial to sustaining this upward trajectory.
2. Seasonal Impact on Customer Delight:
Recognizing the influence of seasonal patterns on customer satisfaction underscores the
importance of adaptive strategies during peak periods. Allocating additional resources,
optimizing logistics, and enhancing communication during festive seasons can help
maintain high satisfaction levels despite increased demand.
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