ANALYZING CUSTOMER EQUITY MODEL FOR ONLINE FOOD DELIVERY SERVICES IN THE BANDUNG AND JAKARTA REGIONS

• Main Author: Fitriani Fadhilah, Nurul
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79804
• Institution: Institut Teknologi Bandung

Over time, the popularity of online food delivery services has grown significantly among consumers, especially in the regions of Bandung and Jakarta. Concurrently with the increasing demand for online food delivery services since 2019, numerous countries, including Indonesia, have witnessed a noteworthy surge in the Average Order Value (AOV). In Indonesia, the AOV has experienced a substantial uptick of nearly 50%, transitioning from approximately Rp. 40,000 in 2019 to Rp. 60,000 in 2022. Within the context of online food delivery services provided by Gofood, Grab Food, and Shopee Food, this study seeks to explore the concept of the customer equity model. Online food delivery services (OFDS) in Indonesia have consistently contributed to a sustainable revenue stream, generating approximately $1.915 million USD in revenue during 2020, with a projected revenue increase of 54.8% by 2024. Furthermore, the anticipated growth of OFDS app penetration rate in Indonesia is expected to reach approximately 11% of the total food delivery market by 2024 (Prasetyo et al., 2021). The research objective of this study is to analyze the distinct impacts of value equity, brand equity, and relationship equity on customers' perceptions and acquisition of knowledge within the realm of online food delivery services. The study aims to examine how the different stages or touchpoints of the customer journey impact overall satisfaction and user loyalty towards online food delivery services. Customer equity serves as a comprehensive metric that gauges the long-term value of customers, playing a pivotal role in guiding strategic decisions for organizations. This thesis aims to provide insights into customer acquisition, retention, and the development of strategies aimed at enhancing the overall performance and profitability of online food delivery services through the exploration of the customer equity model. The study delves into key concepts such as value equity, brand equity, relationship equity, and the digital journey. Employing surveys to gauge consumer opinions and behaviors, the study employs a quantitative research approach to collect and assess data from users of online food delivery services. The analysis is conducted using the SMART PLS 4 tool. Based on the study'sfindings, most clients in Indonesia have opted for Gofood. Moreover, all hypotheses within the customer equity model have been validated, underscoring that the process of knowledge-building necessitates a comprehensive examination of all equities.