DELIVERY PLATFORMS: DO THEY DELIVER RESULTS?

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Date
2022
Authors
PARK, HYOSOO Kevin
Advisor
Dresner, Martin
Pan, Xiaodan
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Abstract
Over the past decade, direct-to-consumer retail deliveries have increased significantly, bolstered by the development of dedicated restaurant and retailer delivery platforms. This dissertation, composed of three essays, examines topics related to the performance of delivery platforms and their retail partners.The first essay compares the impact of delivery partnerships and in-house delivery capabilities on the direct channel sales of restaurant chains. Furthermore, the moderating effects of containment and health measures imposed during the COVID-19 pandemic are examined. I find that delivery platform partnerships and in-house deliveries both positively impact restaurant sales. However, as containment and health measures increase, impacts from delivery platforms wane. Conversely, in-house delivery becomes more beneficial at impacting restaurant sales as containment and health measures increase. In the second essay, I analyze how delivery platform partnerships affect the sales of both grocery retailers and delivery platforms. Two distinct partnerships stages are assessed: 1) platform access, where a grocery retailer’s same-day delivery is only offered through a partner platform’s website, and 2) usage integration, where the platform’s same-day delivery services are integrated into the retailer’s website. I find that platform access provides positive impacts for online sales of both the retailer and the delivery platform. However, usage integration, the second level of the partnership integration, provides benefits to the retailer’s online channel but not to the platform channel. The third essay analyzes how delivery platform partnerships impact retailer and delivery platform sales and how vertical integration between the two partners moderates these relationships. I find that delivery platform partnerships have a positive effect on both retailer and delivery platform sales. However, these positive impacts depend on whether the two partners are vertically integrated. Without a common ownership structure, delivery platform sales crowd out retailer store sales. Likewise, retailer sales crowd out delivery platform sales without vertical integration.
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