Platform Loyalty and Switching Behaviour in Online Food Delivery: Investigating Value Perception, Brand Ecosystem, and Drivers of Consumer Migration

Abstract

The rapid development in ecosystem of online food delivery has transformed in recent years. The cutting-edge competition dynamics has induced a critical challenge among the platforms to retain consumers. This study investigates the loyalty towards platform and rapid changing switching behaviour among the consumers. The study has identified value perception, brand ecosystem and drivers of consumer migration. The study explores the role of brand ecosystem, loyalty program and integrated wallet systems. Primary data was collected from a structured questionnaire based on Likert scale. The research contributes to growing literature on platform economics and digital consumer behaviour.