SHARING ECONOMY OF ONLINE FOOD DELIVERY: UNDERSTANDING CUSTOMER EXPERIENCE AND SATISFACTION THROUGH ONLINE REVIEW
The rapid growth of the sharing economy of the current social economic system has aroused significant public attention. Due to its broad impact, the sharing economy has been present in a wide range of enterprises. Among the several industries that use the sharing economy as a business model, online...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/71130 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The rapid growth of the sharing economy of the current social economic system has aroused significant public attention. Due to its broad impact, the sharing economy has been present in a wide range of enterprises. Among the several industries that use the sharing economy as a business model, online food delivery (OFD) is one of the fastest-growing economic sectors. This phenomenon is no exception in Indonesia. The promising future of Indonesian OFD business has received considerable attention from numerous enterprises, resulting in a highly competitive OFD market. Despite the advantages of OFD, such enterprises frequently struggle to survive. To address these challenges, this study used big data analysis based on online customer reviews to reveal the underlying factors of customer experience that affect customer satisfaction in the sharing economy of Indonesia's online food delivery. Since online customer reviews have become a significant source for scholars and practitioners to understand customer experience and its association with their satisfaction to maintain the sustainable growth of OFD.
A total of 48844 online reviews from the Google Play store were collected from January 2020 to September 2022 to fulfill the research objective. Text mining and semantic network analysis were adopted for big data analysis. Following that, topic classification was conducted to reveal the underlying factors of customer experience in OFD. Ordinal logistic regression was then conducted to find the relationship between each factor of OFD experience and customer satisfaction. The result shows that the high-frequency keywords identified from online reviews able classified into ten factors of customer experience: price saving benefits, e-service quality, delivery tracking, food delivery worker, food listing option, condition of delivered food, delivery experience, payment process, usage risk, and usage benefit. As a result of ordinal logistic regression analysis, all ten factors of customer experience significantly affect customer satisfaction in the sharing economy of Indonesia's online food delivery (p < 0.05). Overall, the findings in this study demonstrated that analyzing online reviews can provide both academic and practical implications for developing sustainable strategies in the sharing economy of online food delivery enterprises. |
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