ENHANCING ECOSYSTEM VALUE IN
ONLINE FOOD DELIVERY PLATFORMS
- THE ROLE OF SERVICE QUALITY AND
PROSUMER ENGAGEMENT
Anna Akhmedova, Marta Mas-Machuca, Frederic Marimon
Abstract: In the digital platform setup, multi-actor interactions build up holistic ecosystems that generate and distribute value across actors. To increase the overall value of the platform service ecosystem three ingredients are key: service quality, prosumer engagement and prosumer citizenship behavior. These ingredients are interrelated in several theories, and we develop 5 theoretically conceivable configurations which are disentangled through the lens of configurational theory using Qualitative Comparative Analysis (QCA) on the sample of 529 users of Online Food Delivery Platforms (OFDP). Findings show that service quality creates engagement of prosumers - of individuals who go much beyond the transaction and create value in the platform service ecosystem of decentralized actors. The article provides strategies to increase the overall value of the ecosystem. OFDPs should focus not only on providing good experience at touchpoints, but also use these interactions to engage their users into actions that go beyond the necessary ones.
Keywords: service quality, digital service quality, online food delivery platforms, customer engagement, prosumer engagement, multi-actor interaction, platform ecosystem
DOI: 10.24874/IJQR20.03-16
Recieved: 10.03.2026 Accepted: 02.09.2026 UDC:
Reads: 42 
