Impact of Loyalty Programs on Customer Loyalty Level In Indian Online Food Delivery Industry: With Special Reference To Swiggy and Zomato

Abstract

To understand the true amazing relationship between Indians’ and the food if we embark on the journey, we can sense balsamic aromas of freshly spices and ingredients in variety of recipes. But the rapid change of cultural diversity and integration, change of disposable income have also impacted the Indians’ kitchen. The nascent concept of Online Food Industry has now transformed into resonant ecosystem. Specially Covid19 lockdown has worked as a catalyst for flourishing the Online Food Delivery eCommerce platforms or otherwise called Cloud Kitchens. Apart from the woman empowerment and urbanization, digital penetration has nourished the Online Food Delivery Applications like Swiggy, Zomato, Food Panda, Uber Eats and so on. But like other fast paced industry changes, Indian Online Food Delivery industry has also undergone through massive changes in recent years. Paradigm shift of customer need and customer preferences are few of the major reasons for it.