Role of Innovation in Building Competitive Advantage in Food Delivery E-Commerce Platforms: Evidence from Ahmedabad City
Dr. Sanjay Christian Dr. Sanjay Christian, Dr. Mitali Shah Dr. Mitali Shah, Diya Mehta Diya Mehta, Vishwa Mehta Vishwa Mehta, Mehta Vatsal Mehta Vatsal, Riya Meghani Riya Meghani +3 more
International Journal of Creative and Open Research in Engineering and Management
Abstract
This study examines the role of innovation in building competitive advantage in food delivery e-commerce platforms in Ahmedabad City. The growth of platforms such as Zomato and Swiggy has transformed consumer food ordering behavior by introducing digital convenience, faster service, personalized recommendations, and seamless payment options. The study focuses on how innovative features influence consumer awareness, preference, satisfaction, loyalty, and overall competitive advantage in the food delivery market. A descriptive research design was adopted, and primary data were collected from respondents in Ahmedabad city through a structured questionnaire. The data were analyzed using descriptive statistics and inferential tools such as ANOVA and Chi-square tests. The findings reveal that pr