Secondly, I would like to acknowledge the assistance of Universiti Tunku Abdul Rahman (UTAR) for giving me this opportunity to engage in the process of this research project and complete my degree of studies. In addition, I would like to thank all the respondents who were involved in this research project for their willingness to spend their time and effort to participate in this research project. This research project is carried out as part of the fulfillment of the requirement for the Bachelor of International Business course offered by the Faculty of Accounting and Management at Tunku Abdul Rahman University.
This research seeks to investigate factors influencing the foreign consumer in continuing to use food delivery apps in Malaysia. This research project is able to reveal the relationship between convenience, design, credibility, price, variety of food choices, service quality and perceived value in relation to intention to continuously use food delivery services. This research focuses on the attempt to investigate factors influencing the foreign consumer towards food delivery apps in Malaysia.
The purpose of conducting this research is to investigate the relationship between convenience, design, credibility, price, variety of food choices, service quality and perceived value in relation to intention to continuously use food delivery services in Malaysia.
RESEARCH OVERVIEW
- Introduction
- Research Background
- Problem Statement
- Research Objectives
- General Objective
- Specific Objectives
- Research Questions
- Hypotheses of the Study
- Significance of the Study
- Chapter Layout
- Conclusion
To determine the relationship between convenience and perceived value of consumer versus food delivery applications. To identify the relationship between price and perceived value of consumer towards food delivery applications. H1: There is a significant relationship between convenience and perceived value of consumer towards food delivery applications.
H2: There is a significant relationship between design and perceived value of consumer towards food delivery applications. H3: There is a significant relationship between trustworthiness and perceived value of consumer towards food delivery applications. H4: There is significant relationship between price and perceived value of consumer towards food delivery applications.
H6: There is a significant relationship between service quality and consumers' perceived value towards food delivery apps.
LITERATURE REVIEW
- Introduction
- Review of the Literature
- Food Delivery Apps
- Service
- Convenience
- Design
- Trustworthiness
- Price
- Various Food Choice
- Service Quality
- Review of Relevant theoretical models
- Conceptual Framework
- Hypothesis Development
- Conclusion
This study will bring significant benefits to the marketers and relevant parties in Malaysia to improve the food delivery service industry and create a positive attitude and continued intention to use the food delivery apps.
METHODOLOGY
- Introduction
- Research Design
- Quantitative research
- Descriptive research
- Data collection method
- Primary Data
- Secondary Data
- Sampling Design
- Target Population
- Sampling Frames and Sampling Location
- Sampling Technique
- Sampling Size
- Research Instruments
- Questionnaire Design
- Construct Measurement
- Scale measurement
- Origin of Construct
- Data Processing
- Data editing
- Data Coding
- Data transcribing
- Data cleaning
- Data Analysis
- Descriptive Analysis
- Scale Measurement (Reliability Test)
- Inferential Analysis
- Conclusion
- Descriptive Analysis
- Demographic Information
- Central Tendencies Measurement of Construct
- Scale Measurement
- Reliability Analysis
- Inferential Analysis
- Pearson Correlation Analysis
- Multiple Regression Analysis
- Conclusion
Next, progress continues with measurement model estimation by validating the structural model for hypothesis testing. The measurement model consists of data reliability, internal consistency reliability, multiple regression and Pearson correlation.
DISCUSSION, CONCLUSION AND IMPLICATION
Introduction
This chapter summarizes the statistical analysis from the previous chapter in detail. This chapter elaborates on the main findings and implications of the study. In addition, the limitation of this study and recommendations for future research will also be included in this chapter.
Summary of Statistical Analyses
- Descriptive Analysis
- Central Tendencies Measurement of Construct
- Convenience
- Design
- Trustworthiness
- Price
- Various Food Choice
- Service Quality
- Scale Measurement
- Reliability test
- Inferential Analysis
All the terms and conditions (eg payment, guarantee) of the food delivery program are easy to read/understand. Service Quality" has the highest Cronbach's alpha value (0.874), second highest was "Perceived Value" (0.873), while "Price" has the third highest value (0.871) followed by "Intention to repeat using Food Delivery Apps". All the variables' score in this research is above 0.7 which interprets as good internal consistency reliability.
Pearson correlation analysis shows a significant relationship between all the independent variables perceived value and intention to repeat using food delivery apps in Malaysia was below significant level of 0.01. The hypotheses are tested in the study which are supported with significant level less than 0.01. Therefore, only Design has non-significant, all the variables have significant in relation to perceived value in using food delivery apps in Malaysia.
Therefore, it is tested that five out of six hypotheses have significant level less than 0.05 in the study, which is five hypotheses are supported.
Discussion of Major Findings
- Findings on the Hypotheses
- Convenience and Perceived Value
- Design and Perceived Value
- Trustworthiness and Perceived Value
- Price and Perceived Value
- Various Food Choice and Perceived Value
- Service Quality and Perceived Value
- Intention to Continuously to use Food Delivery Apps
For example, Fernandez (2018) tested that there are positive relationships between convenience and perceived value in low-cost fitness centers. Consumers tend to focus more on the service and convenience of food delivery apps than on the design of the apps. For example, Kim, Xu & Gupta (2012) stated that trust is very important in e-commerce retailing, proved that there is a positive relationship between trust and perceived value.
In addition, higher credibility in an online seller will cause the consumer to spend less time and effort to search for information, trust positively affects perceived value (Bonsón Ponte, E., Carvajal-Trujillo, E., & Escobar-Rodríguez, T., 2019). For example, a study of online hotels shows that reasonable price has a significant relationship with consumer perceived value (Kim, Kim. & Park, 2017). In addition, Rubio, Villaseñor & Yagüe (2013) also tested that there is positive relationship between price and perceived value in the service sector.
H5: There is significant relationship between various food choices and perceived value of consumer towards food delivery applications. The previous research such as Cho et al (2019) supported this statement, the different food choices in food delivery applications are positively correlated with consumer perceived value. Gon Kim, 2012 also supported this statement, the quality of service of the restaurant significantly affects the consumer's perceived value.
Service quality was the most concern for consumers, as the better the service provided by food delivery, then the consumer will have a higher perceived value towards the food delivery provider. There is a significant relationship between perceived value and intention to continuously use food delivery apps. According to the result given in Table 5.9 above, the P-value of the detected value is 0.000 and it is less than 0.05 significant value.
The previous researcher had tested and proved that there is a significant relationship between perceived value and intention to continuously use food delivery apps. For example, Pham et al. 2018) an online retail researcher proved that there was a positive relationship between consumers' perceived value and intention to repeat purchases.
Implication of the study
- Managerial Implication
It is suggested that the food delivery industry consistently provide reliable and up-to-date information in apps regarding food halal certification, ingredients and price. The food delivery industry must secure the payment page in apps or cooperate with FPX online payment to ensure that what is paid is received by the food delivery service. The delivery man in the food industry must be well trained and responsible to be able to provide uniform services to the consumer.
Furthermore, destination marketers must build trust among consumers because it is one of the keys to having a positive perceived value in relation to food delivery services. Price" scores moderate, which means that the food delivery industry should set an appropriate pricing strategy to target foreign consumers to use food delivery services in Malaysia. Therefore, it is recommended that food delivery services offer more food choices in their menu to keep the menu fresh all the time.
Food delivery service in Malaysia must maintain a strong image of multi-ethnic in the eyes of foreign consumers, therefore local ethnic food must be displayed in the application menu. In short, destination marketers must provide a wide variety of food types to the consumer so that the consumer will be loyal to the company and not easily switch to other food delivery services. The better the service provided by the food delivery industry, the higher the perceived value of consumer towards food delivery applications.
Finally, from the result of Pearson correlation analysis, the perceived value can significantly influence foreign consumer to continuously use food delivery applications (H7). Consumers perceived value for food delivery service will intend to continue using food delivery apps. Therefore, destination marketers should meet all independent variables in this research as they contribute to the intention to repurchase food delivery apps.
Overall, this research had shown the importance of foreign consumer's overall perceived value that is influenced by several factors towards intention to continue using food delivery apps. To increase foreign consumers to order, destination marketers should continuously improve to increase the consumer's perceived value of food delivery service in Malaysia.
Limitations of the Study
Recommendations for Future Research
Conclusion
Malaysia Online Food Delivery Market Outlook to 2025: Emerging Trends and Will Status New Growth Opportunities. Retrieved June 20, 2019, from https://amarketresearchgazette.com/malaysia-online-food-delivery-market-outlook-to-2025-emerging-trends-and-will-generate-new-growth-opportunities-status/. The effect of relational benefits on perceived value in relation to customer loyalty: An empirical study in the Australian coffee retail industry.
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Relationships and influences of service quality, perceived value, customer satisfaction and image: An empirical study. Retrieved June 20, 2019, from https://www.digitalnewsasia.com/startups/competition-demand-changing-behaviour-make-food-delivery-new-normal. Using Brand Personality to Increase Brand Trust and Perceived Value: An Empirical Study of the Lux Brand.
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Questionnaire
Food delivery services do not increase the overall level over time.. their prices excessively. When I use food delivery apps, I feel like I'm getting good food products at a reasonable price.
SPSS output: Respondent general and demographic information
SPSS output: Descriptive statistic
SPSS output: Reliability test
SPSS output: Pearson Correlation Analysis
SPSS output: Multiple Regression Analysis
