DETERMINANTS OF CUSTOMER SATISFACTION VIA ONLINE FOOD DELIVERY APPLICATIONS

• Main Author: Yoopetch C.
• Other Authors: Mahidol University
• Format: Article
• Published: 2023
• Subjects: Arts and Humanities
• Online Access: https://repository.li.mahidol.ac.th/handle/123456789/83483

Using mobile phone food delivery applications is a new approach to dining and a boon to the restaurant business. The number of adopters of food delivery applications has been increasing significantly in step with demand for the new technology. This research identifies important determinants for success in the online food ordering and delivery scene, namely menu variety, food quality, delivery efficiency, and the overall perceived value of the application to the user. The study employed a survey questionnaire to obtain quantitative data and a tool designed to analyze and interpret the results of the study. Data were collected from experienced users of major food delivery applications. A utilized sample of 411 respondents was included in the study. The findings indicated that perceived value had the greatest effect on restaurant satisfaction, followed by the efficiency of the delivery service, menu variety, and food quality, respectively. Based on these results, the study provides practical recommendations for increasing customer loyalty and motivation to continue using an application. Directions for future research and limitations are also discussed