COURIER RATING VIABILITY ON ONLINE FOOD DELIVERY PLATFORMS: A CASE ON GOFOOD USERS IN BANDUNG.

• Main Author: Angelina, Shiella
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/66772
• Institution: Institut Teknologi Bandung

GoFood is now Indonesia's most popular online food delivery (OFD) application. However, due to rising competition and growing consumer awareness in the country's OFD market, many businesses frequently rely on customer rating surveys to get feedback on how their service personnels performs. However, the ratings obtained by GoFood was either a 5-star or was left unrated by users, limiting their ability to identify and resolve any service deficiencies. Considering that Gojek’s transaction-based star rating system does not allow other users to see ratings given by other users, this paper takes an exploratory mixed methods approach to focus on; firstly, exploring the reasons why users give and not give star ratings when such rating will not be visible for other users; secondly, determining whether Gojek should retain or eliminate its rating systems; and lastly, propose recommendations for the company to ensure that it keeps its users satisfied. After interviewing 21 GoFood users in Bandung, it was found through inductive thematic analysis users give ratings to express disappointing or amazing experiences, were triggered by reminders, affected by personal circumstances and to show appreciation or empathy towards the driver. Alternatively, users do not give ratings due to the absence of a notable experience, no spare time, forgetfulness, laziness, unwillingness to express disappointing experience and because there is no benefit for raters. These findings were utilized to design the quantitative research instrument, which obtained 209 responses from GoFood users in Bandung with notable findings that more than half of 5-star raters gave such ratings due to empathy and that there is a correlation between feeling forced to give ratings and the disturbance that comes from GoFood’s pop-up rating box. Moreover, forgetfulness and laziness become the top two most frequently chosen reasons for skipping ratings. Consequently, Gojek’s rating system should be retained with limitations and purposes, considering that over half of 5-star raters gave such ratings not due to the driver’s actual performance but due to empathy. Nonetheless, without it, the company will struggle to ensure that drivers continue to deliver the same level of service. In fact, this rating system can be kept as the most convenient method to collect negative feedback that will be insightful for the company. Besides this, in order to keep its users satisfied, Gojek can also attempt to introduce an incentive program, allow users to give tips only or introduce the anonymous rater feature. However, considering the complexity of Gojek’s services and operations, further studies must be conducted before anything else.