Impact of Digitalisation on Fast-Food Delivery Services in Saudi Arabia by Rapid Assignment Help
The fast-food industry has been undergoing a significant digital revolution, especially after the pandemic (Mahroum, 2021). In the current era, digitalisation in fast-food delivery has become crucial, enabling consumers to conveniently place orders while exploring multiple options (Alghamdi et al., 2023). In Saudi Arabia [SA], restaurants have increasingly adopted digitalisation and transformed it into their USP. This digital shift allows food processing companies to enhance productivity, efficiency, and overall operational performance (Food Delivery System in Saudi Arabia, 2023). Furthermore, it supports cost management, supply chain coordination and effective inventory control.
The pandemic played a major role in reshaping the fast-food sector, accelerating the adoption of digital platforms. During the lockdown, customers in Saudi Arabia preferred online modes of ordering food, and even in the post-COVID period, digital channels continued to be the preferred choice due to their accessibility and convenience. The present dissertation aims to assess the effectiveness of digitalisation in fast-food delivery services during the global pandemic. This study will specifically focus on Saudi Arabia and will also explore business process management models in the context of market disruption within the food delivery sector. Additionally, Online Assignment Help UK can support students in analysing such contemporary business transformations with academic precision.
Pandemic has been proven drastic for varied types of businesses. However, at the same time this led to develop opportunities for numerous sectors (Hamli and Sobaih, 2023). COVID-19 has accelerated digital transformation and increased it to the greater utmost. As per the views of Al Hamli and Sobaih (2023) fast food industries adopted digitalisation in their service during market disruption and this facilitated food waste reduction and energy efficacy initiatives at the time of pandemic. AI-driven demand led to forecasted demand of customers and accordingly deliveries has been made. However, Mahroum (2021) revealed that pandemic led to huge market disruption and approaching digitalisation at that time impacted businesses on negative note. Fast food industries were not able to manage their day-to-day cost and focusing on digitalisation which resulted into increase in their cost which often led to market disruption. In the viewpoint of Alhassan and Soui (2021) Business process management [BPM] refers to a theoretical framework that uses varied methods for discovering, analysing, measuring and improving optimise business processes. This procedure aligns with coordinating with the behavioural pattern of the people, information and system. Consequently, outcomes have been produced and further formulation of business strategy has been done. During COVID-19 fast food delivery services has used BPM such as- integration centric and human centric. This in turn helps in assessing the requirements of individuals and accordingly, services have been provided to them. This further helped in cost management as businesses got an idea of how they could manage their costs. On the other hand, Almunawar et al, (2022) stated that BPM does not lead to repeat the procedure and limits innovation. Despite customer convenience, food delivery services led to handle range of issues which involved fluctuation in the prices, changing customer needs, improper food handling, increasing competition and so on elements.
The study intends to undertake an in-depth evaluation of the business process models used by fast food delivery services in Saudi Arabia at the time of market disruption as a result of the pandemic. The analysis helps in evaluating the importance of digitalisation and how this led to strengthening the fast-food delivery services within Kingdom of Saudi Arabia. Critical analysis will be done and accordingly, challenges in the pursuit of business process management will be highlighted.
Technological advancement led to create enormous support in food delivery processing that often helps in planning procurement-related activities and capacities. Incorporation of digital technologies within food delivery proves to be pivotal for the growth and overall development of the sector (Nadia and Lytras, 2023). Additionally, it supports the economic development of the nation (Abi Fadel, 2021). Henceforth, implementation of the digital technology in food delivery companies supports gaining a leading position in the market by attracting the number of customers. Furthermore, this led to boost economy to the greater extent and contributed in nation’s GDP. However, situation that can lead to market disruption such as pandemic results in developing major challenges with regards to digitalisation (Heiland, 2022). However, business process management is supporting companies to take appropriate decision and help in the process of digitalisation. BPM focuses on allocating data that increases insights and often contributes to decision making. Thus, major rationale behind conducting current study aligns with knowing up the extent to which business process management models support the food industry. Furthermore, challenges will be highlighted so the food industry can be guided about undertaking digital transformation by incorporating BPM.
1.3.1 Theoretical scope
Digitalisation theories such as decision theory state that, digitalisation refers to the practice of transforming information via digital technologies for implementing decisions. In food industries, automation can help in undertaking data-driven decisions based on the requirements of customers. This theory underpins the current study as this supports making mandatory decisions related to cost management in the business (Nadia and Lytras, 2023). The theory of technology dominance refers to the theoretical framework which is based on understanding the influence of technology on companies (Nadia and Lytras, 2023). By considering these theories, a study on digitalisation in the context of fast-food delivery services in SA would be undertaken and an in-depth understanding would be gained. The scope of research is wider as this is covering one of the debatable topics and that is digitalisation and how this can be proceed with using business process management models at the time of market disruption.
1.3.2 Focus
This study focuses on the food delivery services in Saudi Arabia. There are many food tech startups in SA and food delivery services are concerned with undertaking automation so that customers' requirements can be analysed and further support can be assured to them (Food Delivery System in Saudi Arabia, 2023) Foodics, Jahez, Hunger Station, Barakah and Koinz are the famous food technologies companies in SA that prefer digitalisation (Food Delivery System in Saudi Arabia, 2023). This showcases that Saudi food delivery apps are leveraging AI to redefine personalisation and customer-centric approaches. Thus, the focus of the study is to undertake the evaluation of Saudia Arabia's food delivery system concerning digitalisation and accordingly, recommendations will be provided.
To undertake current research, scholars have used qualitative research type as this insists on gathering theoretical information and it is easy to understand as well. Furthermore, the inductive approach has been used as it facilitates the development of new ideas and theories from data. In terms of research philosophy, analysts adopted interpretivism philosophy to recognising the phenomena and gain a deep understanding of individual experiences. Exploratory research design enables the researcher in terms of exploring the topic in-depth manner and accordingly, outcomes have been developed. The secondary data collection method used by the researcher and information shared by the people, organisations as well as communities on digital platforms has been reviewed. Also, peer-reviewed articles from Google Scholar have been approached. Accordingly, food industry trends have been evaluated and outcomes developed. The thematic analysis technique used by researchers for interpreting information, this technique is suitable for qualitative data. Therefore, analysts preferred thematic analysis in the current research. All the sources have been used after considering their reliability and validity. Only, information from authentic sites has been approached and the accuracy of the data measured and evaluated via determining methodologies of selected articles.
3 Years | MSc
1.5.1 Research Aim
To analyse the critical factors influencing business process management at the time of market disruption due to COVID-19 in Saudia Arabia
1.5.2 Research Objectives
1.5.3 Research Question
What are the critical factors impacting business process management during market disruption due to COVID-19?
Literature review refers to the written overview of previous writing and different sources based on a specified topic. It is the collection of theories, models and concepts comprised with the research area. The present section will emphasise on two contextual components and those are digitalisation and delivery services. Different viewpoints of authors would be considered and in-depth analysis will be done. Furthermore, focus would be emphasised on addressing all the research objectives. This mainly includes critical evaluation of literature related to the business process models, market disruption and food delivery service. Along with this, analysis of practices and procedure related to business process management and evaluation of factors as well as barriers will be done.
In the views of Ho et al, (2021) digitalisation refers to adaptation of the processes and system that store and visualise collected information. In the current era, it has been used in every sector with the aim of allocating data related to the consumer needs. Those organisations that are not using technological advancement facing huge competition and further they are not able to fulfill the demand of customers. On the other hand, Bukhari (2023) stated that digitalisation refers to the use of digital technologies with the aim of changing business model and generating varied opportunities. Thus, digitalisation has been linked with the opportunities that could be grabbed and higher growth could be experienced. Social media platform is one of the biggest examples of digital tools which enable companies to create interaction with the customers. Further, this helps in attracting consumers to greatest note. Whereas, in the perception of Ghelani and Hua, (2022) digitalisation denoted as new era, currently, digital businesses have been fostering and consumers prefers only those services which are available on digital platform. Hence, this signified that digitalisation is high in demand.
As per the views of Xue et al, (2021) digitalisation theories backed up with the transformation of the information via digital technology. Digital transformation theory concerned with the incorporation of digital technology in all the area of businesses. Fundamentally it focuses on the ways in which business operates and delivers its services to the customers. It is a kind of a change that needs to be adopted by the companies with respect to facing competition in the market. Barile et al, (2022) revealed that specifically after COVID-19 digitalisation has boomed in the economy as during that time consumer preferred online platform and that led to shape their behavioural pattern. Henceforth, this transformation proves to be beneficial for the companies and therefore, significant focus required in this area. Whereas, Botelho et al, (2023) revealed that digital transformation comes up with the risk such as data security and privacy concerns. The data of the customers stored under the system and when this information has been hacked by third party then this led to create serious concerns and further there is threat related to breaching of security. The cybersecurity risk has been rising to greater note which is creating a severe concern for the businesses that adopted digitalisation. Henceforth, business need to specify focus on this area and while adopting digital transformation it is essential to maintain the privacy of the users whose information has been stored.
In the perception of Dannenberg et al, (2020) digital concepts such as business process models refers to such concept which involves planning, modelling, controlling and undertaking analysis of the workflows around different types of departments within the company. As stated by Gavrila et al, (2021) disruptive innovation encompasses with the business model that led to modify previous markets and further creates new opportunities for the companies. For instance- During pandemic food organisations has used Online food delivery management system; it is a type of business process management that allowing food delivery businesses in terms of quickly processing the money and orders via different platforms such as mobile apps, third party platform and websites. All of these systems combines at the single dashboard and enables in processing and undertaking real time monitoring. On a critical note, Jia et al, (2021) argued that incorporation of food delivery management or BPM with any third-party platform and pre-existing system is a complicated as well as time-consuming process. There is a need to select specific software that can handle all of the tasks otherwise this led to create major disruptions. Thus, it could be stated that business processing model create support for companies in terms of adopting digitalisation. However, at the same time, this procedure is highly complex and further time consuming process that creates major hurdles.
As said by Karr et al, (2020) technologies such as Internet of Things [IoT] advanced data refers to the advanced data analytics which has been used by organisations for collecting information related to customers. This supports in gaining appropriate insights related to the customers needs and accordingly decision could be taken. Furthermore, AI is another digital concept that helps in personalisation and customer segmentation. It supports business to target their customers and enables in creating specific focus on the consumers. However, Kee et al, (2021) revealed that, digital concepts such as IoT and AI are costly which increases the cost of the business and creates issue for the organisation. It is important to create specific budget for undertaking the concept of digitalisation so that appropriate outcomes could be gained and cost can be managed.
On the basis of above analysis, this can be stated that digitalisation creates opportunities for the business. Further, by approaching business processing models food restaurants can easily manage their task. However, at the same time this led to create issues for the business as it is concerned with the privacy related aspects. Henceforth, before adopting digitalisation it is important to develop significant focus on managing the privacy of the users.
In accordance with Maingi et al, (2022) delivery service refers to fulfilling the request of the customers that associates with the pick-up of item and delivering it to the destinated location. Currently, these services are reaching greater heights as this is concerned with providing ease to people and delivers products at their home. Whereas, Öztürk and Öçlü (2020) articulated that delivery services associates with the procedure of saving time and money of the consumers as they can get product at their place along with getting discount at the online platform. Whereas, in the viewpoint of Parameswari et al, (2020) delivery services are the strategic tactic used for customer retention. Businesses use these services for gaining the attention of customers and creating ease for them. Parwez (2022) Elucidated that online food delivery system refers to the process in which business focuses on delivering consumers orders to their doorstep which has been ordered through online platform. This type of delivery services is high in demand as customers likes to order food at their home. This service ensures that consumer get their favourite food at any day and anu time. However, Serbulova et al, (2020) stated that technological glitch and heavy rush on the website led to create complexities and hurdles in the whole process due to which customer often gets demotivated. Strotmann et al, (2022) stated that, in order to solve technological glitch, it is important to appoint experts in the business who can look upon the issues and takes appropriate actions.
Hence, delivery services are high in demand specifically in food sector as customers likes to order their food. But when there is heavy rush on the website then, this result in creating dissatisfaction in the consumer.
In the study of Tan (2021) delivery service can lead to satisfy the needs of client by providing their preferred products at their doorstep. The theory of planned behaviour [TPB] depicts that customer attitude, perceived behaviour and subjective norms led to create influence on the purchasing decision and utilisation of food delivery platforms. This means that if an organisation prioritises the needs of customers and delivers their product on time then, this result in enhancing the satisfaction of customers and further shapes their behavioural pattern and creates an urge in consumer to make purchase again. However, Tasnim (2020) stated delivery services often impacts the quality of the food. For example- when there is huge number of food delivery request then, there is threat related to compromise of food quality henceforth, it can be stated that, it is crucial to develop significant focus on this as this can led to create negative influence on the satisfaction of the customers. Food needs to be delivered in safe manner so consumer can enjoy the meal. However, ineffective quality can lead to distract the consumer and they opt for different options.
In the views of Shaeeali et al, (2020) norm activation theory [NAT] refers to a psychological framework that associates with understanding all those factors which create major influence on intention of an individual and their behaviours. This theory examines the role of prescribed responsibility associate with personal norms. The attitude of customers requires to be identified while delivering their products, the personal norms prove to be crucial as this impacts the actions of the consumers and therefore, it is important to create significant focus on this area. On the other hand, Nosratabadi et al, (2020) argued and stated that, major criticism of NAT is that, it just focuses on personal norms rather than environmental factors; consumer behaviour gets shaped due to environmental factors. For instance: COVID-19 can be considered as an environmental factor which led to impact the purchasing pattern of consumers and shifted them towards online platform. Moreover, this led to create the hygiene concern in the customer’s and therefore, they have become more specific about quality concerns.
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As per the perception of Wang (2024) business process management supports companies in terms of delivering products and services in an effective manner at low cost. It supports in achieving the objectives and provides consequent support to business at the time of market disruption. It combines with the delivery management procedure which led to ensure that products have been delivered on time. Whereas, Chen et al, (2020) stated that BPM does not allow process to get repeat, it further tends to limit the innovation as it has rigid framework. Therefore, aligning with BPM during market disruption can led to create major issues in delivering the products at time and there is need to create significant focus on this area.
In the views of Cheng et al, (2021) Digitalisation led to create significant support for enhancing the food delivery services before and after pandemic. Companies using the BPM model for enhancing the efficacy of the services. Furthermore, it provides different modelling scenarios to organisation through which potential impacts can be assessed and decision making could be done (Digitalisation of Food Delivery, 2023). This further enabled companies to make informed choices which are crucial for gaining customer attention. Food industry has been employing this procedure since COVID-19, However, rapid growth in the digitalisation can be seen after pandemic. The market gap analysis has become easy with the help of digitalisation and accordingly companies use data to ensure quality services to their customers. On the other hand, Chen et al, (2022) revelated digitalisation is costly and therefore, in food industry it is increasing the cost of production and delivery which is ultimately adding to the final prices. Henceforth, it is important to create significant focus on this area so that this challenge could be maintained. For example- In Saudi Arabia, food organisations adopted digitalisation in the pursuit of enhancing over-all satisfaction of the customers while delivering food to them. Nevertheless, at the same time cost of the production increased in the organisation which led to create serious challenges (Food Delivery System in Saudi Arabia, 2023).
From the perception of Borrello et al, (2020) it has been evaluated that, digitalisation creating a new height for food sector as they can strengthen their service delivery. The digital transformation enhances the over-all delivery process via streamlining operations and enhancing the customer experience. Business processing models such as- Data flow diagram support in taking specified actions based on the demand of the customers. The task has been automatically scheduled and accordingly operation has been preceded. For instance- In Saudi Arabia there are different platform through which customer can order food and the system passes information to the respective organisation that has been selected by the customer and accordingly request has been proceed and customer gets the food (Food Delivery System in Saudi Arabia, 2023). Whereas, Haaker et al, (2021) stated that, varied digital procedure such as BPM limits innovation at a certain period of time and this result in rigid framework. This is considered as the potential challenge which impacts delivery processing of food. It also concerned with lack of standardised procedure which create barrier in interacting with customers and creates dissatisfaction for the consumers. Optimisation of business processing mode is not easy as it comprised with the technological default that led to create negative impact on the satisfaction level of the customers.
As stated by Purwanto (2020) digitalisation tends to support during market disruption as it supports in providing big data analytics which can be leveraged by businesses and further led to create higher sales. In Post COVID period there was market disruption and BPM supported food industries in terms of evaluating the behavioural pattern of customers and accordingly data has been leveraged and decision has been implemented. Henceforth, it can be stated that BPM supported at the time of market exhaustion when the demand of customers was changing on high pace. It was not easy for the companies to deal with changing environment and that time digitalisation led to create specific support for the organisations. On a contrary note, Mehmood (2021) stated that, one of the biggest challenges of digitalisation is that it is time and resource intensive. For example- developing and implementing robust procedure such as business process management is time consuming and further it is resource intensive (Digitalisation of Food Delivery, 2023). Hence, there is the requirement for dedicating personnel training to employees in the organisation and furthermore, monitoring needs to be done. As a result, cost of the production has been increased and this led to increase delivery charges due to which customers becomes dissatisfied.
In the viewpoint of Cai and Leung (2020) digitalisation has enhanced the delivery procedure via streamlining the process and operations for enhancing over-all efficacy of business. The automation task and real time tracking supporting companies in terms of understanding the requirement of consumers and accordingly decision has been taken. For example- pandemic changed the outlook of people specifically related to food industry, they want more hygienic procedure and consumer prefers only those food organisations that follow food quality standard. With the help of BPM, different insights have been analysed and focus has been implied on understanding the requirement of customers. On the other hand, Režek et al, (2021) stated that, BPM often led to provide wrong information due to automation and misguide food organisations. The food delivery platform often gets misguide due to the glitch of system and final influence has been developed on the satisfaction of the customers that is acting as a potential barrier.
On the basis of above analysis, this can be stated that, digitalisation led to create positive impact on the delivery services. It is supporting in analysing the demands of customer and further enabling in gathering appropriate information which has been proven highly important for taking major decision. However, on the other hand there are certain challenges aligned with this procedure, digitalisation procedure is costly and also the automation led to misguide the organisations due to which wrong practices has been performed. As a result, delivery services get impacted on negative manner. Business processing model supports in delivering food to customers on the basis of their preferences and strengthen the procedure of delivery services. Thus, it could be stated that, digitalisation proves to be highly important as this helps in gaining consumer attention and create support for the company.
The current research is addressing the gap via implementing focus on business process management implication in food delivery services during and after COVID-19. Previous studies have focused on evaluating the impacts of BPM rather than considering in-depth analysis. Furthermore, there was no specific information provided related to use of BPM during market disruption for food delivery services. Henceforth, specific focus implied on this area and the study has been conducted on Saudi Arabia. The digitalisation in food delivery services has been booming in SA during and after pandemic. The research will cover the gap by undertaking in-depth analysis BPM at the time of market disruption and ways in which it has supported food delivery services.
On the basis of aforementioned literature review, this can be stated that, digitalisation has been proven highly essential for food delivery services as this associates with evaluating the needs and requirements of customers. Accordingly, business takes decision and enhances the satisfaction of the consumers. During COVID-19 customers shifted towards online platform and demand for delivery services has been increased to greater extent. In POST COVID Period food organisation started to adopt business processing model for strengthening their delivery procedure that helps in handling market disruption. Thus, digitalisation led to create opportunities for the companies so that they can enhance the satisfaction of customers. However, there were certain challenges associated with BPM such as- high cost, limited innovation, automation and so on which resulted in creating ineffective experience for consumers. Henceforth, appropriate focus needs to be implied in this area so that corrective measures can be adopted.
Research methodology refers to the tactics and methods which need to be used in order to conduct the research. The present chapter will highlight the key research methodologies which have been used by the scholar for conducting the current research. The aim of the research is to gain detailed insights regarding business process management models at the time of market disruption for food delivery services in the Kingdom of Saudi Arabia. The research question aligns with identifying the critical factors impacting business process management at the time of market disruption in the pursuit of COVID-19. The scholar selected the methodologies based on aim and RQ. The present section will provide the appropriate justification behind selection of each method.
As per the Saunders Research Onion framework research philosophy refers to the assumption about the ways in which information related to a particular phenomenon needs to be gathered and analysed (Saunders et al, 2019). This is considered as one of the most important aspects of the research that concerned with the beliefs, opinions and assumptions of the people (Verma et al, 2024). There are two types of philosophies and those are interpretivism and positivism. Interpretivism philosophy focuses on understanding the experience of the people and develops deep understanding regarding social life and human experience. On the other hand, positivism philosophy is based on the evaluation of the existing theories. This paradigm relies on measuring quantifiable values and only focuses on subjective elements. In current research, interpretivism philosophy has been used as it produces data with high validity. By using this philosophy, the researcher emphasised on the personal values and human experiences that led to enhancing the quality of the data. Thus, it can be stated that appropriate philosophy has been preferred and accordingly outcomes developed. The researcher has analysed the beliefs and opinion of people and linked it with the research outcome which led to enhance the quality of findings.
The research approach refers to the series of steps followed by the researcher in order to perform the activities. It supports in setting the mandatory tasks which are important to be performed. Inductive and deductive are two types of approaches. The inductive research approach is concerned with analysing of data while developing theories on the basis of patterns and observations witnessed in the study (Saunders et al, 2019). On the other hand, the deductive approach aligns with using general premises for forming specific conclusions (Habu et al, 2023). The researcher has used an inductive approach as it is suitable for the evaluation of qualitative data. Furthermore, while using this approach appropriate observation have been made which are important for developing new theories. Moreover, it provides greater flexibility and therefore, there are fewer chances of errors. By using this approach, analysts have experienced greater flexibility and appropriate observation has been made for developing realistic outcomes. Thus, there is no doubt in stating that the inductive approach proves to be appropriate in current research.
This is delineated as the structure of research strategies and methods. It supports analysts to set up the research methods in an effective manner so that effectual outcomes can be gained (Saunders et al, 2019). Descriptive and exploratory; are the two types of research design. The descriptive research design aims to obtain information systematically for describing a particular phenomenon, population and situation. On the other hand, the exploratory research design is comprised of investigating problem which has not been defined and investigated properly (Dehalwar et al, 2023). The exploratory design focuses on exploring the research area. The researcher has used exploratory design as it is cost-effective and further, it has provided an opportunity in terms of exploring the study context. It allowed analysts in terms of understand the importance of digitalisation and accordingly outcomes have been developed. Thus, this design enabled in setting effectual framework that has been followed and accordingly collection and analysis of the data has been done. Hence, it can be stated that exploratory design has been proven appropriate in the current context.
Research method refers to the process, techniques and strategies used for collecting the data. There are different types of research methods; qualitative, quantitative and mixed methods. The qualitative method is associated with the collection of theoretical information, data has been collected in the form of theories which is easy to understand (Delios et al, 2023). On the other hand, the quantitative method aligns with the allocation of numerical information and accordingly data has been collected in the form of a number. The mixed method is entitled to collect both theoretical and numerical information. The researcher has adopted the qualitative method in current research and accordingly, data in the form of theories have been approached. Furthermore, this method led to higher flexibility to the researcher due to which no error has been made. Theoretical information is easy to understand and therefore, analysts have used qualitative methods. Thus, it can be stated that an appropriate method has been adopted by the researcher and accordingly information related to the research context collected. In this manner, effectual outcomes developed which are easier to understand.
Data collection is considered the tactic in which information needs to be collected. In order to develop findings, allocating information is necessary and for collecting data it is important to select the appropriate method (Saunders et al, 2019). The information can be collected in two ways such as primary and secondary method. Primary method concerned with making direct interaction with the candidates and fresh information has been gathered. There are different data collection method falls under this and those are survey and interview (Saliya, 2023). Secondary method is aligned with gathering information from sources such as Google Scholar. Articles and books need to be reviewed in order to allocate the information. This method is highly cost effective and further wider data can be collected via using secondary method. The researcher has used secondary method for collecting the data and accordingly industry trends and patterns analysed from existing data sources. The information has been obtained from peer-reviewed articles and different databases have been used. Social media has also been used in order to gain deeper insights related to the influence of digitalisation in food delivery services.
Data analysis is explicated as the process of systematically evaluating gathered information for developing meaningful insights. This is determined as one of the important aspects of research as it plays a major role in developing outcomes (Saunders et al, 2019). Thematic and statistical these are two methods for analysing data. Thematic analysis is suitable for the evaluation of qualitative data whereas, the statistical method is appropriate for analysing quantitative information (Mallik et al, 2023). As per the suitability of current research, the analyst has used thematic techniques for analysing the information and this led to support in the development of different themes based on research context. Thematic analysis is appropriate for uncovering the patterns in the data. This technique further enabled researchers in terms of exploring rich information hidden in the data. Thus, it is flexible method and therefore, the researcher was able to experience higher flexibility. By using thematic analysis, scholars developed different themes that clearly state the aspects related to the business processing model and digitalisation in food delivery services.
Reliability is based on measuring stability and consistency whereas validity aligns with the measurement of the degree which is intended to measure. Both of the concepts have been used to analyse the quality of the research. Consistency, quality and effectiveness all are the part of reliability and validity (Saliya, 2023). It is highly important to follow reliability and validity while conducting the research as it specifies that whole research has been undertaken in fair manner. Therefore, in current research analyst has maintained reliability and validity by selecting high-quality articles. The inclusion and exclusion criteria were set under which only those articles and sources were preferred that were authentic. Also, the latest articles and information have been used and accordingly validity has been assured. In this manner, the researcher assured reliability and validity in the whole research and this led to enhance the efficacy of the outcomes.
Ethics has been considered as a vital element in the whole research, it is highly important to follow ethics as it determines that fair practices have been followed in research. These are the set of protocols that prove to be essential for enhancing the efficacy of research (Mallik et al, 2023). The researcher has followed ethics by collecting reliable and valid information. Only peer-reviewed articles have been selected and information approached from those websites which are authentic. Furthermore, scholars have mentioned referencing and appropriate citations done and credit to the authors has been provided whose information was used in the research. Moreover, no plagiarism done and academic integrity was followed in the whole research. No harm is created to anyone while performing research activities. Thus, it can be stated that analysts have maintained ethics in appropriate manner and as a result, quality outcomes have been developed.
Analyst has faced difficulty in finding sources due to lack of critical analysis and further it was not easy to access appropriate articles. However, afterwards, focus has been made on evaluating the sources and accordingly positive and negative aspects within the articles was analysed. This helped in selection of appropriate articles
3.10 Conclusion
The above section has highlighted the selected research methodologies. The analyst has preferred qualitative information and secondary data has been gathered. By using the thematic analysis technique, different themes were developed and outcomes were presented. Furthermore, all the mandatory ethics have been performed by analysts which led to enhanced outcomes.
The present section of the dissertation will be based on findings gathered from the secondary sources. By using thematic analysis, the outcomes will be presented and accordingly, evaluation and discussion would be done. The critical research question has been focused on in order to develop findings and consequently, critical factors that led to impact the business process management during market disruption at the time of COVID-19 in Saudia Arabia were analysed.
4.1.1 Role of digitalisation in fast food delivery services
In Saudi Arabia, digitalisation has been playing a significant role in fast food delivery services. The statistical information has shown that in SA food delivery market is expected to grow at the CAGR of 12.3% from 2020-2025 (Digitalisation of Food Delivery, 2023). This clearly shows that, in this particular region digitalisation has been proven effective. It resulted in approaching a wider customer base and further improved the operational efficacy of the business which ultimately led to an effectual customer experience (Maingi et al, 2022). The food delivery platforms in Saudi Arabia such as Foodpanda and the Talabat adopted a digital ordering system that enabled consumers to order food from their mobile phones. The satisfaction of the customer has been enhanced to greater note and this further led to develop significant support for the business as well. Digitalisation in fast food delivery services contributes to real-time monitoring of the business. It promotes transparency which leads to attracting customers to greater note (Öztürk and Öçlü, 2020). Thus, on the basis of secondary sources, this can be said that digitalisation led to create varied benefits for food delivery services by increasing the customer base and promoting transparency. It has become easy for consumers to order food via online platforms as per their preferences.
4.1.2 Business process management [BPM] and its importance for fast food delivery services
From the secondary sources, it has been analysed that business process management has been proven highly important in undertaking the management of fast-food delivery services. It assures effective and smooth operations of the business. BPM is contributing to streamlining the processes along with reducing cost and the core focus has been on enhancing consumer satisfaction to the greatest note (Parwez, 2022). In Saudia Arabia, BPM has become crucial for fast food chains in order to cope up with the increasing demand of consumers. BPM led to setting specific criteria through which organisations can identify the preferences of customers. Accordingly, suggestions related to food have been given to consumers (Strotmann et al, 2022). BPM has been proven a critical factor in the success of Saudia Arabia's fast-food businesses.
Findings have shown that business process management has provided a structured framework to businesses in terms of performing their operations at the online platform. It focuses on undertaking consistent and automated process for undertaking transaction on daily basis, BPM further contributes in undertaking human interactions due to effectual interaction with the consumers can be developed (Strotmann et al, 2022). The operational cost of the online food businesses was reduced as BPM supported in reducing waste management and as a result, it has increased over-all efficacy in the work procedure. BPM lifecycle concerned with major five phases and those are process design, modelling, execution, monitoring and optimisation. By using these phases, it became easy for companies to design their operations (Tan, 2021). The modelling and execution of the process concerned with actual implementation of the process on online platform so that customers can place orders. Consistent monitoring is needed so that this can be known that whether the process has been going on track or not (Tan, 2021). Lastly, optimisation of the resources and process is crucial so that further practices can be performed. Thus, by performing these phases food delivery services businesses has got effectual opportunity to interact with customers and increasing their profitability.
4.1.3 Critical factors that influenced BPM as a result of market disruption in COVID-19
The findings have shown that COVID-19 led to create drastic impact on the fast-food delivery sector in SA. There was an increase in the demand for online food and delivery services due to the lockdown. During this period online services were increased to a greater extent. However, this led to the development of specific challenges related to supply chain disruption and labour shortage (Tasnim, 2020). The pandemic created negative impact on the services as there were higher prices were charged to them due to which they became dissatisfied and further refused to buy food. There were no alternative options available to businesses for earning revenue and therefore, the prices of food and delivery charged were increased to higher extent (Shaeeali et al, 2020). In order to deliver food, there was labour required however, fear of the pandemic in people led to labour shortages and it was difficult for businesses to cope with the demand of customers. BPM made everything possible from providing food options to selecting the best food for consumers (Shaeeali et al, 2020). However, to deliver the food human resources were required as this cannot be proceeded with technological resources. Thus, this led to the development of major issues for fast food delivery services as they were not able to manage the demand of customers.
The online food delivery [OFD] apps facilitate ordering facilities to customers so they can easily order food. The food delivery orders were high at the time of the pandemic but in against this the supply was less. In such situation, even BPM was not able to manage the supply chain disruption and labour shortages (Nosratabadi et al, 2020). However, in Saudi Arabia organisations were still able to manage the demand of customers as they were relying on BPM due to which most of the work was done via technology. Organisations such as Foodpanda emphasised on managing hygiene and the delivery men were told to follow strict hygiene guidelines so that the risk of infection can be reduced (Wang, 2024). By improving the hygiene standards procedure of food delivery was undertaken and this led to creating an effectual image in front of the customers. Moreover, consumers trust has been gained and services have been assured to them.
4.1.4 Saudia Arabia's growth in terms of adopting digitalisation in fast food delivery services
From the secondary findings it has been analysed that SA has adopted digitalisation in fast food delivery services and consistent growth has been witnessed in this area. The Saudia Arabia delivery apps market size approximately covered USD 11.7 billion in year 2024 and it is expected to reach USD 14.9 billion by year 2028 (Food Delivery System in Saudi Arabia, 2023). Thus, this is clearly showing that digitalisation has been booming to a greater extent and this has opened up varied opportunities for attracting the customers. Especially during COVID-19 online platform has got higher reach and in post COVID period as well digitalisation continues to evolve (Cheng et al, 2021). At the time of market disruption, digital technology enabled organisations to interact with customers and their orders were delivered accordingly. Hence, these was the ultimate way to gain the profit for the companies at the time of pandemic. This process assured ease to customers due to which they approached online platform more in comparison of offline platform (Chen et al, 2022). In this manner, significant attention of the customers has been gained and this further led to develop significant support for the companies in SA. Hence, there is no doubt in stating that digitalisation has been increased to greater note in Saudia Arabia. This led to open opportunities for organisations to continue their operations even in drastic situations (Chen et al, 2022). The digital platform has been booming to greater note and currently, customers are dependent on the delivery services.
High internet penetration and growth in smartphones proves to be an effectual opportunity for food delivery services. The changing lifestyle of the consumers and their preferences motivates them to choose online platform for ordering food (Borrello et al, 2020). The investment in digitalisation has also been increased due to which also digital platform has got the opportunity to evolve. The fast-food delivery services increasing to greater extent in Saudi Arabia due to increase in digitalisation services.
4.1.5 BPM proves to be important with respect to stimulating fast food delivery services during market disruption in SA
The business process management enables companies to enhance their productivity along with gaining a competitive edge. The market changes prove to be drastic for companies however, BPM supports organisations in such critical situation and enhances the operations of the company (Haaker et al, 2021). At the time of market disruption in Saudia Arabia BPM supported fast food delivery companies in terms of performing their operations. However, labor shortages created huge issues for the companies but still BPM managed the demand of the consumers. The business agility has been improved as technology supported in understanding the demand and preferences of the customers and based on these suggestions were given to them (Haaker et al, 2021). There was consistent improvement experienced by the fast-food delivery companies in Saudi Arabia. Those food organisations who were not able to cope with the market situation chose to shift to on online platform and this led to reduce the cost of operation and further interaction with the consumers has been increased to a greater extent. Thus, there is no doubt in saying that business process management made the task easier for companies so they can effectively enhance the satisfaction of consumers (Purwanto, 2020). However, it was challenging as well many employees were not able to resist the change. It was important to provide them with training so that they could be guided about how operations at the online platform could be performed. Thus, it can be said that business process management proves to be a structured approach that supports enhancing the processes and practices of the company by increasing customer base and generating a higher profit (Mehmood, 2021). Same has been witnessed in the case of Saudia Arabia as fast-food organisations who were small vendors got a chance to increase their business and they shifted towards online platform. By understanding the ways in which technology works organisations has effectively performed their operations.
From the secondary sources, it has been reviewed that, digitalisation is explicated as the process of adopting technologies. In the current era, technological advancement has become highly essential as this is creating significant support in food delivery services (Hassoun et al, 2022). In SA, customers are highly fond of ordering food from the online platform and digitalisation provides them with this opportunity so they can order their favourite food. Even in crucial situations such as market disruption during COVID-19 at that time as well digitalisation enabled food organisation in terms of continuing their operations (Hassoun et al, 2022). In SA throughout the pandemic, food companies used an online food delivery management system which led to creating effectual support for the companies to proceed with their operations (Nagy et al, 2020). An online food delivery management system is a type of business process management model that undertakes quick processing of orders and payments. Customers find it easy to place order by using such systems, this is how digitalisation creates strong support in the food delivery system. Thus, the technological advancement assured support to SA food companies during a pandemic.
In the POST Period as well, digitalisation booming growth and fostering a connection with the customers. Thus, there is no doubt in stating that the business processing model creates significant support for the companies with respect to performing digital practices (Hassoun et al, 2022). However, at the same time, this process is quite risky as the data of customers has been stored within the system which increases the risk of piracy and breach of confidentiality. Also, due to technological glitches many times the system is not able to process the orders which results in creating dissatisfaction for the customers (Hassoun et al, 2022). Technology has eased the task for food companies but at the same time, there are varied challenges faced in the pursuit of using technology which makes it a debatable topic.
These challenges created huge gap for the organisations in terms of gaining higher profitability. These barriers were associated with technological glitch, lack of expertise, labour shortage, high demand and so on aspects that impacted the whole process in negative manner (Rahimifard et al, 2022). Thus, there is no doubt in stating that due to these challenges fast food companies has faced varied issues and it was not easy for them to tackle these situations. The findings have shown that digitalisation led to streamlined the processes and operations in order to enhance the efficacy of the business. The real time tracking and automation task led to develop significant support in terms of knowing about the needs and requirement of the customer (Rahimifard et al, 2022). BPM enabled in taking effectual decision however, over-dependency of technology has been further proven negative for fast food delivery services. The glitch in technology resulted in providing wrong information to the organisations and this impacted the operational efficacy and decision-making power of the business. Thus, there is no doubt in saying that digitalisation has created opportunities as well as issues for organisations.
The big data analytics supports in leveraging information from the market and then assumptions can be made regarding future. In this manner, significant decision related to customer can be taken and effectual outcomes could be gained. In Saudi Arabia, BPM led to support organisations as the time of market disruption but it was highly resource intensive which led to increase the cost of production for the companies and negative impacts has been experienced by organisations (Redlein and Höhenberger, 2020). The training has been given to employees so they can become able to know about the ways in which operation needs to be performed at the digital platform. Digitalisation has played significant role in enhancing the delivery procedure in SA. This has been done by understanding the demand of customers and working accordingly. The pandemic resulted in changing the behavioural pattern of the customers as they became hygiene oriented (Redlein and Höhenberger, 2020). Due to this factor, fast food delivery services have got the benefit and they got significant opportunity in terms of enhancing their work procedure. BPM has enabled organisations in terms of delivering food to customers in specified time. Thus, it can be said that BPM has provided significant support to companies and further it has been proven effectual in terms of gaining the attention of customers. In this manner, operations have been enhanced within online fast-food services company.
4.3 Conclusion
Conclusively; this can be said that there were varied critical factors which led to influence business process management to greater utmost during COVID-19 in Saudia Arabia. The research has shown online food delivery services has been increasing to higher degree in SA. At the time of COVID-19 demand for online food services was increased. However, due to labour shortage, lack of cost management and varied issues it was difficult for the companies to meet the expectation of customers. Business Process Management has been proven highly important for fast food delivery services as it has contributed in easing the whole process and satisfaction of the consumers has been enhanced to greater note. BPM is a crucial aspect in fast food chain management as it supports in tackling the demand of consumers and further supports in enhancing interaction with them. In this manner, significant support can be ensured to organisations and consequently, their profitability has been increased. Thus, there is no doubt in saying the BPM has enhanced the operational process within online food delivery services business and this created huge benefits for businesses at the time of COVID-19. However, a sudden increase in demand led to develop major issues as organisations were not able to cope up with the demand of customers.
The present chapter is based on making conclusive statement and providing recommendations. Furthermore, contribution to research and limitations would be highlighted. The aim of the research was to assess the critical factors that led to impact business process management in the time of market disruption due to pandemic and consequently outcomes were developed and each of the research objectives has been achieved.
5.1.1 Objective 1
The first research objective was based on analysing the relevant theories and concepts that is related to digitalisation and delivery services. In this context this can be said that research has assured significant focus and accordingly concepts related to digitalisation and delivery services has been analysed. Digitalisation has been proven highly important in undertaking delivery services practices (Raheem, 2020). It has enhanced the procedure and enabled organisation to interact with customers in significant manner. Thus, there is no doubt in saying that digitalisation has been proven highly important in terms of enhancing delivery services.
5.1.2 Objective 2
The second objective was based on evaluating the efficiency of business process models during market disruption. Furthermore, it was analysed that how BPM contributes in online food delivery services at the time of market disruption. This objective has been achieved as appropriate analysis has been undertaken in this area. It has been identified that BPM has been proven highly important in stimulating online delivery services (d’Angelo et al, 2021). The food delivery services in different region has become possible due to this and it has enhanced the working pattern as well. Hence, there is no doubt in stating that BPM led to create specific support for the organisations at the time of market uncertainties.
5.1.3 Objective 3
This objective aligns with the identification of challenges and barriers faced in the optimisation of business process management. The research has witnessed that due to lack of technological skills and increasing demand it was not difficult to cope up with the situation. However, there is no doubt in stating that business process management has enhanced the operations but due to market uncertainties it became challenging for the organisations and they were not able to cope up with the situation (d’Angelo et al, 2021). There were labour shortages and due to this, organisations have faced loss and it impacted their profitability as well.
5.1.4 Objective 4
The last objective entitled with providing recommendations so that critical factors that impacting business process management can be tackled. Based on the research there are different recommendations has been provided in this context. There is need to provide exclusive offers to consumers and market trends must be analysed on consistent note so that premises can be developed (d’Angelo et al, 2021). Furthermore, it is important to understand the customer purchasing power so that appropriate decision can be taken. Moreover, training and development be organised so that employees can be trained in this area and they can effectually perform their task at the online platform.
This research has contributed in identifying the ways in which different varied factors impacted the business process management system at the time of market disruption. The online food delivery services have got the opportunities to enhance their operations. However, at the same time, businesses have faced major issues related to labour shortage, lack of technological advancement and high demand. The outcomes of the research have been determining about the ways through which business process management system can be optimised and digital platform could be used in order to enhance the satisfaction of the customers. This further contributes in increasing the efficacy of business operations.
5.3 Recommendations
Below mentioned are the major recommendations that should be used by fast food delivery services organisations within SA.
Exclusive offers to customers- It is important to provide effectual offers to customers. This can be done via including Artificial intelligence, it can track the orders of consumers and based on this, suggestions can be provided to them. This results in creating higher satisfaction in the consumers and further encourage them to order to food (FREUND, 2023). In this manner, effectual use of digital platform can be done by the organisations in SA.
Analyse market trends- It is highly important to analyse the market trends as it is concerned with knowing about the negative factors which can impact business in negative manner (Sharma et al, 2023). Inclusion of AI can support in making assumption regarding the future and accordingly decision can be taken by the company. Hence, it can be said that it is highly important to analyse the market trends so that food organisations can prepare themselves in terms of facing uncertainty.
Understanding customer purchasing power- It is recommended to focus on understanding customer purchasing power as it supports in analysing about their desires and wants (Ribbeck-Lampel, 2020). Preferences of consumer regarding food keeps changing on consistent note and therefore, it is essential to understand their preferences so that accordingly actions can be taken. By focusing on this area online food business and services can effectively analyse the needs and wants of consumers and based on this appropriate decision could be taken.
Training and development- Training and development is an essential component so that employees can learn about the ways in which operations and practices needs to be performed. Business process management supports in stimulating the interaction with customers however, it is important that employees should know how to use it. Therefore, training needs to be organised so that employees can take and pass online orders. Furthermore, whole delivery procedure requires to be understood by them. Training and development enhance the skills of members and prepares them to face market disruption in future (Meena and Santhanalakshmi, 2024). Findings have shown that, due to COVID-19 there was market disruption and this led to create huge challenges in using BPM for online food delivery service. In such crucial time, employees were not able to manage the situation due to lack of technology skills in them. Therefore, training and development must be organised for employees.
Thus, the above mentioned are the major recommendations that must be adopted in order to implement business process management system within online food delivery services businesses.
5.4 Limitations
There are certain limitations faced by the researcher while conducting research. The study is covering wider concepts due to which it was hard to develop findings. There was lack of information witnessed in relation to critical factors that impacted BPM procedure. However, researcher has focused on allocating varied sources and in-depth information has been collected and accordingly findings were developed. Another limitation concerned with time constraint, there was difficulty has been faced in managing time. However, in order to tackle this issue, analyst emphasised on parting different task into smaller parts and accordingly each task was completed. In this manner, time management has been undertaken. Henceforth, this can be said that there were certain limitations has been faced while conducting the research.
5.5 Conclusion
On the basis of research this can be said that, business process management has been proven effective in enhancing the operational practices. The online food delivery businesses have got varied opportunities in terms of enhancing interaction with the customers. Due to COVID-19 the market was disrupted and this created huge impact on BPM. As a result, online food delivery businesses have faced huge loss as they were not able to cope up with the demand of the consumers and further there was labour shortages. The lack of technological skills led to develop challenges for employees while working at online platform. Hence, these were the critical factors that impacted BPM and its implication in online food delivery services within Saudi Arabia.
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