DIGITAL PLATFORM ON CUSTOMER SATISFACTION IN PIZZA HUT DELIVERY (PHD)

• Main Author: Akbar Rafii, Danis
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85977
• Institution: Institut Teknologi Bandung

This research investigates the impact of digital platforms on customer satisfaction, with a focus on Pizza Hut Delivery (PHD) in Jakarta. The study explores how the integration of digital technology within the service delivery model influences customer experiences and satisfaction levels, particularly among Generation Z consumers. Through a structured quantitative approach, data were collected via online surveys distributed to customers who have utilized Pizza Hut’s digital ordering platform. The research identifies key dimensions of digital platform performance—such as efficiency, reliability, fulfillment, privacy, responsiveness, compensation, and contact—and their influence on overall customer satisfaction. The findings reveal that digital platforms significantly enhance customer satisfaction by providing ease of use, timely service delivery, and secure transactions. However, the research also highlights the importance of continual innovation in digital service features to meet evolving customer expectations. The study concludes with recommendations for improving digital service quality to sustain high levels of customer satisfaction and loyalty in a competitive market environment.