Motivation, challenges and satisfaction regarding stakeholders’ use of digital food services in the Accra Metropolis, Ghana

Abstract

The rapid growth of digital food services (DFS) in Ghana reflects broader technological advancement and evolving consumer lifestyles. However, existing research has predominantly focused on customers, with limited attention given to delivery agents and food service providers. This study examined stakeholders’ experiences with Digital Food Services in the Accra Metropolis, Ghana. Specifically, it sought to explore the motivations driving DFS adoption, examine stakeholder experiences, assess constraints in DFS utilisation, and investigate factors influencing satisfaction and continuance usage. The study was grounded in the Unified Theory of Acceptance and Use of Technology (UTAUT), Service-Dominant Logic (SDL), and Expectancy-Disconfirmation Theory (EDT). A qualitative research design was adopted to facilitate an in-depth exploration of stakeholder perspectives. Using convenience and snowball sampling techniques, 38 participants were selected, comprising 12 customers, 13 delivery agents, and 13 food service providers. Data were collected through in-depth interviews guided by tailored interview protocols and analysed thematically. Findings revealed that DFS adoption is influenced by technological, socio-economic, and performance-related factors. Customers were motivated by convenience, ease of use, timely delivery, privacy, and improved food accessibility. Delivery agents were driven by flexible working arrangements, reliable payment systems, and employment opportunities, while food service providers adopted DFS to expand market reach, increase revenue, and improve operational efficiency. Stakeholder experiences were multidimensional, encompassing effectiveness, efficiency, satisfaction, and emotional responses. Nevertheless, technological, economic, and operational challenges including poor internet connectivity, high commissions and delivery fees, inaccurate locations, and communication barriers optimal performance. Satisfaction and continuance usage were largely influenced by reliability, efficiency, flexibility, revenue generation, and effective coordination. The study concludes that DFS sustainability depends on aligning stakeholder expectations, infrastructural support, economic fairness, and collaborative value co-creation. It was recommended that enhance effectiveness, sustainability would contribute to stakeholder satisfaction with DFS.