“…The food delivery services ecosystem faces more marketing and management challenges than the rest of the delivery services, which focus on the enhanced service by speed and efficiency with which customers receive their orders. However, this service efficiency, from the sd-logic perspective, is the result of joint participation between the business and the customer, being the customer who determines it phenomenologically, which means it will depend on each customer, as their characteristics, skills, resources, and environment, in general, determine their acceptable role as value co-creator, in addition to the fact that for each customer the value will be different from their perspective, experience, and context (Ncube & Nesamvuni, 2019).…”