THE ANALYSIS OF CUSTOMER EXPERIENCE IMPACT TOWARDS CUSTOMER SATISFACTION: CASE STUDY OF GO-FOOD

• Main Author: Permatasari Rahartono, Tiara
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47571
• Institution: Institut Teknologi Bandung

Online food delivery service applications changes lifestyle to be more practical by providing food ordering and delivery services to consumers. Go-Food is one of the food delivery service applications in Indonesia as well as a market leader that controls 75% of the market share of online food delivery service applications in 2019 in Indonesia. This study aims to identify the problems that occur in Go- Food services based on customer experience and analyze the level of customer satisfaction based on their customer experience. This research was conducted with a qualitative approach with the aim of exploring deeper the possibilities of problems and the cause and effect of problems that customer have experienced when using Go-Food. This study involved 15 respondents who lives in Jakarta and Bandung. This study shows that there are several factors that influence customer satisfaction, namely application quality, driver service quality, food and beverage quality, price and promotion, and customer service quality. The results of this study indicate that the most common problems related to application quality are location position detection is not accurate and restaurant rating cannot be trusted. The problem of order cancellation is a major problem in driver service quality. Food & beverage quality issues include inadequate food packaging safety. Most problem that occurred related to price and promotion are price changes or price inconsistencies. On customer service quality, users have mixed responds related to that. Based on these findings, researchers provide several recommendations, namely providing more consistent prices and trying to minimize price changes by ensuring all restaurants display accurate prices in applications that include taxes so that customers do not have to pay more, give discounts or promotions that are more attractive to Go-Food’s users, more communicative and honest for Go-Food drivers and Go-Food restaurants, and let customers write restaurant reviews so that reviews are not only based on stars because sometimes star ratings cannot be trusted, and other recommendations. These recommendation aim to improve the quality of Go- Food services and increase the level of customer satisfaction in order to remain loyal to Go-Food.