Navigating Karachi’s Online Food Delivery Boom: Investigating the Impact of Service Speed, Cuisine Variety, and Promotional Offers on Customer Retention

Abstract

This research explores the influence of service speed, cuisine variety, and promotional strategies on customer loyalty in Karachi’s online food delivery market. Adopting a quantitative, cross-sectional framework, data were gathered from 384 individuals who actively use well-known delivery apps, such as Food panda, Careem Now, and Bykea. Analysis via SPSS Version 27.0 included descriptive statistics, correlation, and multiple regression tests. The results indicate that service speed plays the most significant role in customer retention, highlighting the value of efficient delivery in fostering user loyalty. Additionally, having a variety of cuisines and promotional offers both have a positive relationship with retention, indicating that a diverse menu and attractive discounts can improve a platform's ability to keep customers loyal. According to these findings, it would be a good idea for online food delivery services in Karachi to improve their delivery processes, expand their partnerships with restaurants, and come up with effective promotional campaigns. The paper wraps up by recommending strategic investments in logistics, diversifying the menu, and implementing targeted marketing initiatives. Future studies might use qualitative and longitudinal methods to better understand consumer decision-making and to create more adaptable, competitive strategies in this fast-changing industry.