Analysis of key success factors of food delivery applications based on fuzzy dematel approach

Due to the COVID-19 pandemic, the Malaysian government issued a "Movement Control Order," or MCO. This limited the number of physical meetings, which meant that many common activities had to be done electronically or online. One industry that uses technology to take customer orders and deliver food is the food industry. Thus, it resulted in the development of the Food Delivery Application (FDA). To determine which components of the FDA should be improved, a detailed analysis of the FDA and the identification of the most key success factor are required. Multi-Criteria Decision-Making (MCDM) is being widely applied by researchers to solve a number of issues involving several criteria. This study recommends a fuzzy DEMATEL method for determining the interrelations between the FDA's success factors, their effects on one another, and the most important criteria. The study will consider the six factors chosen by experts as the most significant. Nine FDA experts made decisions based on a pairwise comparison of the criteria to be considered in the DEMATEL method. Among the six factors analyzed, the case study reveals that the three most important are the user Payment System (C3), Customer Service (C5), and Security (C2). Security (C2) and Delivery (C4) are the cause groups, whereas Information Quality (C1), Payment System (C3), Customer Services (C5), and Food Quality (C6) are the outcome groups. The study suggested that this method and other MCDM techniques be used together in the future to evaluate and choose an option based on criteria that have already been set.