Analysis of Businesses Delivering Food via Mobile Applications with Data Envelopment Method

Elçin Noyan

Makale detayları

Analysis of Businesses Delivering Food via Mobile Applications with Data Envelopment Method

Yazarlar:

Elçin Noyan

Yayıncı:

Karyay Karadeniz Yayımcılık

Ana Başlıklar:

Ekonomik Demografi

Dergi:

Black Sea Journal of Public and Social Science Vol.6 Issue 2, pp.40-47

Belge Tipi:

Makale

Yayın Tarihi:

1/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001294812

pISSN:

2618-6640

Anahtar kelimeler:

Özet:

 Today, it is normal for the developing technologies to reflect on the practices of food and beverage businesses. With the spread of mobile applications in food orders, the tendency of contactless payment and eating at home has increased with the Covid-19 Pandemic. The fact that only one of the businesses analyzed in the study is relatively ineffective, and the average total efficiency value of the businesses is 0.94, shows that the businesses that deliver food via mobile applications in Türkiye generally work effectively. Businesses related to the dissemination of mobile activity can improve their research activities. The aim of the study is to predict that the use of mobile applications will become increasingly widespread and will increase in the future. The aim of the study is to guide the literature, researchers, consumers and businesses. The increasing use of mobile applications brings the concepts of service quality and customer satisfaction to the fore. Certain variables were taken into account to measure effectiveness. In the study, the number of mobile application downloads, the year of operation, the number of personnel as input variables, and the number of chain restaurants, consumer evaluation scores and campaigns were included as output variables. Expert opinions and literature review were used to determine the input and output variables. Many of the output factors could not be reached from the web pages of the enterprises. The inability to include other variables in the data set is among the limitations of the study. The information that can be accessed from the web pages of the online food delivery companies created the data set. In the Efficiency and Principal Component Analysis applied in the study, it is seen that the F2 coded enterprise is in the last place in both rankings. When the input and output values are examined, it is seen that the number of mobile downloads and chain restaurants of the F2 coded enterprise is lower than the other enterprises. Therefore, businesses have to appeal to more consumer groups in order to increase their market shares, provide competitive advantage and be effective in the market. It may be appropriate for business managers to give importance to marketing activities and to work on the development of advertisements and campaigns. In this direction, businesses will be able to increase their efficiency levels.

 Today, it is normal for the developing technologies to reflect on the practices of food and beverage businesses. With the spread of mobile applications in food orders, the tendency of contactless payment and eating at home has increased with the Covid-19 Pandemic. The fact that only one of the businesses analyzed in the study is relatively ineffective, and the average total efficiency value of the businesses is 0.94, shows that the businesses that deliver food via mobile applications in Türkiye generally work effectively. Businesses related to the dissemination of mobile activity can improve their research activities. The aim of the study is to predict that the use of mobile applications will become increasingly widespread and will increase in the future. The aim of the study is to guide the literature, researchers, consumers and businesses. The increasing use of mobile applications brings the concepts of service quality and customer satisfaction to the fore. Certain variables were taken into account to measure effectiveness. In the study, the number of mobile application downloads, the year of operation, the number of personnel as input variables, and the number of chain restaurants, consumer evaluation scores and campaigns were included as output variables. Expert opinions and literature review were used to determine the input and output variables. Many of the output factors could not be reached from the web pages of the enterprises. The inability to include other variables in the data set is among the limitations of the study. The information that can be accessed from the web pages of the online food delivery companies created the data set. In the Efficiency and Principal Component Analysis applied in the study, it is seen that the F2 coded enterprise is in the last place in both rankings. When the input and output values are examined, it is seen that the number of mobile downloads and chain restaurants of the F2 coded enterprise is lower than the other enterprises. Therefore, businesses have to appeal to more consumer groups in order to increase their market shares, provide competitive advantage and be effective in the market. It may be appropriate for business managers to give importance to marketing activities and to work on the development of advertisements and campaigns. In this direction, businesses will be able to increase their efficiency levels.

 Today, it is normal for the developing technologies to reflect on the practices of food and beverage businesses. With the spread of mobile applications in food orders, the tendency of contactless payment and eating at home has increased with the Covid-19 Pandemic. The fact that only one of the businesses analyzed in the study is relatively ineffective, and the average total efficiency value of the businesses is 0.94, shows that the businesses that deliver food via mobile applications in Türkiye generally work effectively. Businesses related to the dissemination of mobile activity can improve their research activities. The aim of the study is to predict that the use of mobile applications will become increasingly widespread and will increase in the future. The aim of the study is to guide the literature, researchers, consumers and businesses. The increasing use of mobile applications brings the concepts of service quality and customer satisfaction to the fore. Certain variables were taken into account to measure effectiveness. In the study, the number of mobile application downloads, the year of operation, the number of personnel as input variables, and the number of chain restaurants, consumer evaluation scores and campaigns were included as output variables. Expert opinions and literature review were used to determine the input and output variables. Many of the output factors could not be reached from the web pages of the enterprises. The inability to include other variables in the data set is among the limitations of the study. The information that can be accessed from the web pages of the online food delivery companies created the data set. In the Efficiency and Principal Component Analysis applied in the study, it is seen that the F2 coded enterprise is in the last place in both rankings. When the input and output values are examined, it is seen that the number of mobile downloads and chain restaurants of the F2 coded enterprise is lower than the other enterprises. Therefore, businesses have to appeal to more consumer groups in order to increase their market shares, provide competitive advantage and be effective in the market. It may be appropriate for business managers to give importance to marketing activities and to work on the development of advertisements and campaigns. In this direction, businesses will be able to increase their efficiency levels.

 Günümüzde gelişen teknolojilerin yiyecek içecek işletmeleri uygulamalarına da yansıması olağandır. Yeme siparişlerinde mobil uygulamaların yaygınlaşması Covid-19 Pandemisi ile temassız ödeme ve evde yemek yeme eğilimi artmıştır. Çalışmada analizi yapılan işletmelerden yalnızca bir tanesinin görece toplam etkin olmaması, işletmelerin ortalama toplam etkinlik değerinin 0,94 olması, Türkiyede mobil uygulamalar üzerinden yemek teslimatı yapan işletmelerin genel olarak etkin çalıştıklarını göstermektedir. Mobil etkinliğin yaygınlaştırılması ile ilgili işletmeler araştırma faaliyetlerini geliştirebilirler. Çalışmanın amacı, mobil uygulamaların kullanımlarının giderek yaygınlaşması ve gelecek dönemlerde de artmasının öngörülmesidir. Çalışmanın literatüre, araştırmacılara, tüketicilere ve işletmelere yol gösterici olması amaçlanmıştır. Mobil uygulamaların giderek artması, hizmet kalitesi, müşteri memnuniyeti kavramlarını ön plana çıkarmaktadır. Etkinliğin ölçülmesi için belirli değişkenler göz önüne alınmıştır. Çalışmada girdi değişkenleri olarak mobil uygulama indirme sayısı, faaliyet yılı, personel sayıları ile çıktı değişkenleri olarak zincir restoran sayıları, tüketici değerlendirme puanları ve kampanyalar yer almıştır. Girdi ve çıktı değişkenlerinin belirlenmesinde uzman görüşlerinden ve literatür taramasından yararlanılmıştır. Çıktı faktörlerinin birçoğuna işletmelerin web sayfalarından ulaşılamamıştır. Diğer değişkenlerin veri setine dahil edilememesi çalışmanın sınırlılıkları arasındadır. Çevrim içi yemek teslimatı yapan işletmelerin web sayfalarından ulaşılabilen bilgiler veri setini oluşturmuştur. Çalışmada uygulanan Etkinlik ve Temel Bileşen Analizlerinde F2 kodlu işletmenin her iki sıralamada da son sırada yer aldığı görülmektedir. Girdi ve çıktı değerleri incelendiğinde F2 kodlu işletmenin mobil indirme ve zincir restoran sayılarının diğer işletmelerden daha düşük olduğu görülmektedir. Dolayısıyla işletmeler pazar paylarını artırmak, rekabet üstünlüğü sağlamak, piyasada etkin olabilmek için daha fazla tüketici kitlesine hitap etmek durumundadırlar. İşletme yöneticilerinin pazarlama faaliyetlerine önem vermeleri, reklam ve kampanyaların geliştirilmesi yönünde çalışmalar yapmaları uygun olabilecektir. Bu yönde işletmeler etkinlik düzeylerini artırabileceklerdir.

Makale detayları

Analysis of Businesses Delivering Food via Mobile Applications with Data Envelopment Method

Yazarlar:

Elçin Noyan

Yayıncı:

Karyay Karadeniz Yayımcılık

Ana Başlıklar:

Ekonomik Demografi

Dergi:

Black Sea Journal of Public and Social Science Vol.6 Issue 2, pp.40-47

Belge Tipi:

Makale

Yayın Tarihi:

1/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001294812

pISSN:

2618-6640

Food delivery

Digital transformation

Catering businesses

Data envelopment analysis

Mobile applicationsYemek teslimatı

Dijital dönüşüm

Yiyecek içecek işletmeleri

Veri zarflama analizi

Mobil uygulamalar

Sayı

Makale detayları

Yazarlar: Elçin Noyan

Yayıncı: Karyay Karadeniz Yayımcılık

Ana Başlıklar: Ekonomik Demografi

Dergi: Black Sea Journal of Public and Social Science Vol.6 Issue 2, pp.40-47

Belge Tipi: Makale

Yayın Tarihi: 1/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001294812

pISSN: 2618-6640

Sayı

Yazarlar:

Elçin Noyan

Yayıncı:

Karyay Karadeniz Yayımcılık

Ana Başlıklar:

Ekonomik Demografi

Dergi:

Black Sea Journal of Public and Social Science Vol.6 Issue 2, pp.40-47

Belge Tipi:

Makale

Yayın Tarihi:

1/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001294812

pISSN:

2618-6640