1. Introduction
Hospitality and Tourism industry one of the sectors that develop among the year that have connection with a customer and provider. Hotel industry have a several subsections that making the business stronger such as food & beverages services, travel and tourism, lodging operation and etc. In Malaysia, hotel industry doing the process transformation rapidly that giving impact to the economy based on phenomena that grow by this industry. Nowadays, in Hospitality industry one of subsection that getting high demand among customer is food and beverages services that make revenue increase every year (Lahap, Azlan, Bahri, Said, Abdullah & Zain, 2015). Apart of it, food & beverages services have differences types of operation such as cafeteria, takeaway, fine dining and canteen that carried different concept also services (Lahap,
International Journal of Social Science Research (IJSSR) eISSN: 2710-6276 | Vol. 4 No. 3 [September 2022]
Journal website: http://myjms.mohe.gov.my/index.php/ijssr
A STUDY ON CUSTOMER SATISFACTION TOWARDS ONLINE FOOD DELIVERY SERVICES IN LANGKAWI
Nurul’Aishah Zakaria1*, Syuhirdy Mat Noor2, Nor Azureen Rozekhi3, Rabiatul Adawiyah Abd Rahman4, Fadhlina Mahat5 and Nur Syafiqah Bulat6
1 2 3 4 5 6 Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Cawangan Pulau Pinang, Permatang Pauh, MALAYSIA
*Corresponding author: [email protected]
Article Information:
Article history:
Received date : 3 September 2022 Revised date : 14 September 2022 Accepted date : 17 September 2022 Published date : 28 September 2022
To cite this document:
Zakaria, N. A., Mat Noor, S., Rozekhi, N. A., Abd Rahman, R. A., Mahat, F.,
& Bulat, N. S. (2022).A STUDY ON CUSTOMER SATISFACTION TOWARDS ONLINE FOOD DELIVERY SERVICES IN
LANGKAWI. International Journal of Social Science Research, 4(3), 224- 237.
Abstract: Nowadays, online food delivery services keep growing with multiple applications available. Most of the people spend half of their life or works to communicate, searching for the information and settling their personal necessity through online apps. Internet became compulsory for each person to use this apps.
Due this covid-19 Pandemic, most of the people order through online food delivery services because of time and making their purchasing process more quickly. This study was conducted to analyze the predictors that influence customer satisfaction towards online food delivery services among residence in Langkawi. A total of 202 online questionnaire were received for data analysis. The finding of the study indicates that price charge, delivery time and conveniences have a positive relationship with the customer satisfaction towards online food delivery services during covid-19 pandemic.
Keywords: online food delivery; customer satisfaction;
price charge; delivery time; convenience.
Ramli, Said, Radzi & Zain, 2018). The continuous growth and evolution of technology in communication giving impact for online purchased (Saad, 2020).
Currently, hospitality industry being shape by booming of Internet of Thing (IOT) technology that making this industry still have a demand among customer. The example of IOT such as mobile device, sensor and identification tag that can communicate via the local network and thru the internet. Based on IOT, the hotel can increase their workers efficiency to multiple departments such as, front-desk, housekeeping, marketing and sales (Kansakar, Munir &
Shabani, 2018). This unfortunately make food delivery services company increase and adopt new technology to make customer satisfy with their services. According to Tobing (2016), the global positioning system (GPS) technology is a modern and part of thing that are provided at the most of smartphone and this technology use for giving an information or someone coordinate on that particular area. GPS technology supported with Google Map Application Programming Interface that can make the food delivery services working at better performances to make rider sending the customer order at the right place, right person and the right time. In Malaysia, there are several companies that provided food delivery services such as Food Panda, Deliver Eat, Uber Eats, Running Man delivery etc (Chai & Yat, 2019).
According to Williamson and David (2020), United States Canter for Disease Control government has provided the guidelines to reopening their business based on their state. Based on that guidelines refer on food & beverages industry, their need to make sure while opening their business the capacity of customer seat is limited, always maintain the social distancing and make sure that all the single place at their outlet is sanitary to protect customer from COVID- 19 pandemic. According to Zhao & Bacao (2020), China government allowed delivery services by delivering their meal to the customer through the gate without any direct contact between customer and rider. While in Malaysia people turn to online food delivery services to prevent human going out from their house and these services provided to evaded people from direct and indirect contact among other people (Chai et al.,2019; Zhao et al.,2020).
2. Literature Review
According to Ganaphati & Shanab (2020) nowadays food industries are more focus on processing, preservation, and also manufacturing. The technology and services change the customer behaviour and also firm itself. It shown that online platform can enhances productivity, increase customer relationship and also improve the accuracy of ordering by customer. The popularity of application towards food delivery also important to create a loyal customer where the competitiveness is increase among of that application. Saad (2020) stated currently most of the human not having time preparing meal or buy at the store. This situation unfortunately makes the demand for online food delivery services increase.
Lahap et al. (2018) stated that customer satisfaction comes when all requirement made by customer can fulfil such as need, want or goal. Evaluating the satisfaction is a subjective thing toward the product that are expected by customer and their also satisfy when the customer experiences are better than customer expectation. So, based on that, the level of customer satisfaction was increase when customer waiting time is less than the expectation and food services provider should giving a big priority to reducing customer waiting time for making them satisfy. The evaluation level of customer satisfaction can be negative feeling, positive feeling and also indifferences when they are experiences with the product and service themselves (Ganapathi et al., 2020). So, the major roles of online food delivery services must be satisfying the customer for making them continuing the services in the future. Oliver (1980)
defined customer satisfaction is one of the internal feelings of every people which may satisfied or dissatisfied towards the services provided to them by the organizations. The services provider trying to making their customer satisfy because of higher level of customer satisfaction can lead to the customer loyalty. So, based on that, most of the researcher used this theory that proposed by Richard Oliver who are developing the disconfirmation theory.
According to Saleem and Raja (2014) “expectancy disconfirmation theory” is the most important concept that is accepted in worldwide. There also state two types of satisfaction which is positive and negative disconfirmation. For the positive disconfirmation occur when the level of product and services offered is better than customer expected. While for the negative disconfirmation is occur when the level of product and services offered is lowered than customer expected. It means that when the performances are worse than what have been expected by customer, it can lead to the dissatisfaction.
Saad (2020) stated the benefit of services happened when the product is received at the doorstep, provided various method of payment, received some rewards, getting the discount and also getting the cash back offer. Based on that, customer can easily find the lowest prices, or offer promotion by the restaurant through the online food delivery services. The prices offer can enhances customer satisfaction and also make them loyal with that store. Study showed around 70% of ordering through online food delivery services are come from household.
According to Saad (2020), by reviewing more than 45 article that are relate with online purchasing, delivery time are positively influences customer adopt and using online purchasing especially online food delivery services. Chai et al., (2019) stated online purchasing can save the time because of customer do not leave the current places to get their product. This show that, delivery time is a factor that can influences customer satisfaction through online food delivery services.
Meanwhile, most of the restaurants introduce the new delivery system that offer convenience when customers use those applications. In other hand, purchasing the product through online delivery also can reduces the customer services failure and avoided from the congestion in the store from happen (Chen & Hung, 2015). Conveniences became important attribute for the customer to adopt with online food delivery services (Chai et al., 2019). The process of online food ordering through the application or webpage allowed the customer to create an account include the detail for making them more convenience to repurchase in terms of pickup point, their favourite restaurant and foods. Also, the different method of payment such as electronically or cash and the rating and review from other customers make the decision- making process are faster and convenience (Ghanaphati et al., 2020).
2.1 Problem Statement
Nowadays, the mobile application is part of new successful e-commerce or marketing strategy.
The traditional business strategy in most of company has been changed into online marketing to suit customers’ need in 24/7 from anytime (Das, 2017). As a result, this marketing application can give a lot of opportunities for the employment especially the local vendor that can easily increase their profit. The online shopping that using mobile application making consumer conveniences, intention to repurchase the product at any time and everywhere (Saad, 2020). In addition, food delivery services are similar with online shopping which is using the simple ordering system like customer ordering food online through website or mobile application (Beliya, Lajur, Verma, Nanywanshi, Sahu, Uikey and Bhat, 2019). Thus, there must be several aspects the service provider needs to consider such as payment method, delivery time, conveniences, customer services and time delivery (Vinaik, Goel, Sahai, & Garg, 2019).
In Malaysia, during MCO period, the government allowed the restaurant provider to run their business for take away or delivery only (Razak, 2020). Besides, during the MCO all the people need to stay at home and they are allowed to go out to buy their necessity items (Tang, 2020).
So, this makes the customer preferred to use online food delivery services during the Covid-19 Pandemic. According that, this research is to identify the level of customer satisfaction toward online food delivery services in Langkawi during covid-19 pandemic.
3. Method
Quantitative analysis has been carried out in this research design, which will result in numerical evidence as the final result. This study adopted survey research that has been design to know the level of customer satisfaction towards online food delivery services in terms of prices charge, delivery times and conveniences during covid-19 pandemic.
3.1 Unit of Analysis
The online food delivery customer in Langkawi is the population of this study in order to examine the level of satisfaction in terms of prices charge, delivery times and conveniences.
For this reason, the data is obtained from each study unit.
3.1.1 Samples
Consumers that using online food delivery services in Langkawi are diverse and unsure on a daily basis. The total population of Malaysia is approximately 32.37 million and the total population of Langkawi alone is 111.5 thousand (DOSM, 2021). The study was select population from a specific web base group to study the level of customer satisfaction towards online food delivery services during covid-19 pandemic in term of prices, delivery time and also conveniences. There have a several strategies to determine the sample size such as (Krejcie
& Morgan, 1970) and G* power software. While using the table of sample size by Krejcie &
Morgan the sample size predicted at 384. Meanwhile, using the G* power software the sample size predicted at 119.
3.1.2 Site
In the research, the sample size giving a significant impact that influences quality of that research. So, the researcher needed to select the appropriate sample size to make the finding more accurate. Based on that, the sample size is focus on resident in Langkawi that experiences with online food delivery services. Langkawi has been chosen because it is near the researcher hometown and study showed that the result on food delivery services is unavailable.
3.1.3 Procedures
A pilot study was conducted in this study to help researchers know the questions that are not clear and can provide appropriate feedback to researchers. In addition, a pilot study was conducted as a preliminary assessment to see whether the selected procedures and the final instrument will function properly. Therefore, this study selected 30 samples as respondents for pilot study. Since census has been chosen to obtain the data for the study, the respondents selected for the pilot study are focused on residents in Langkawi area who like to buy food online or have had experience buying food online. The questionnaire is a standardised process consisting of a set of closed-ended and open-ended questions. The questionnaire was built in Google Form, making it easier for respondents to get answers to quickly mark the circle from the Likert Scale, and multiple-choice questions that they choose instead of the circle or enter
the number can often lead to confusion. Consequently, in order to avoid potential inconveniences, all questions are designed to be very straight forward and easy to understand.
The distribution of the questionnaire was carried out through the Google Form. The online questionnaire was linked to a number of online platforms such as Whatsapp, Telegram and Facebook
3.1.4 Research Framework
Figure 1 show that the theoretical framework for this study.
Independent Variables (IV) Dependent Variables (DV)
Figure 1: Conceptual Framework of the Study
According to Makeeva (2010) knowing the customer requirement is important because it making the service provider understand how customer defined the quality of product and services. It also stated that knowing the level of customer satisfaction and their needs also help the company to know the direction of the company. Furthermore, if the company know about the customer needs and wants, they easily satisfying their customer.
Prices are positively influencing the customer satisfaction because of the lower prices can attract customer to purchase the product (Liu, 2019). Yeo, Goh & Razaei (2017) discovered that food quality and price can influence the customer in purchasing the product.
Besides, Saad (2020) stated that delivery time positively influences customer satisfaction because when delay happened on delivery regardless condition of weather and road, it will hurt or making customer dissatisfaction. Based on that, customers are more concern about the delivery time on the product itself.
The previous study found that conveniences positively influence the customer satisfaction (Yeo et al., 2017). It also stated that conveniences are where customer can adopt with the new technology and making easy while purchasing. According to Liu (2019) conveniences are creating by using the higher technology that giving consumer easy to choose their meal through online food delivery services.
3.1.5 Research Objective
The aim of this study is to investigate the relationship of price charge, delivery time and conveniences towards level of customer satisfaction for online food delivery service.
Price Charge
Delivery time
Conveniences
Customer Satisfaction
3.1.6 Research Questions
Based on research objective, the following questions are formulated: How does the price charge, delivery time and conveniences affect customers’ satisfaction on online food delivery services.
3.1.7 Research Hyphothesis
Based on the conceptual framework, three hypotheses of this study are formulated:
H1: The price charge positively influences the customer satisfaction towards online food delivery services
H2: The delivery time positively influences the customer satisfaction towards online food delivery services
H3: Conveniences are positively influencing the customer satisfaction towards online food delivery services
3.2 Measurement
The questionnaires for this study consist the total of 21 questions. The "Likert Scale"
questionnaire was chosen to be used in this questionnaire. Respondents on this scale need to choose one of the range ratings that begins with a strongly disagree, disagree, neutral, agree and strongly agree. In this pattern, the number from 1 to 5 will be indicated for each option.
The questionnaire is divided into five parts which is Parts A, B, C, D and E. In this analysis, section A deals with the demographic respondent, section B, section C and section D deal with the independent variable price charge, delivery time and convenience, while section E deals with the dependent variable, customer satisfaction.
3.3 Data Analysis
The data was analysed using the Statistical Packages for Social Sciences (SSPS) where it making the data correctly distribute and easy to the researcher itself. (DOSM, 2021). Reliability analysis, descriptive analysis and correlation analysis have been used in this study.
The reliability analysis helps the researcher to analysis the properties of the scales of measurement and the components that make up the scales. The reliability analysis method calculates a variety of widely used scale reliability indicators and also provides details on the relationship between individual items in the scale. A descriptive analysis is the transforming raw information into a form that makes it easy to understand and perceive, rearrange, organize and manipulate information in order to produce descriptive information (Zikmud, 2003). In this analysis, descriptive statistics were performed to explain the sample’s characteristics.
Correlation analysis is a statistical methodology used for measuring the intensity of the relationship between the two quantitative variables. High correlation means that there is a close association between two or more variables, while a weak correlation means that the variables are hardly related. The aim of this work is to provide a general overview of the price charge, delivery time and convenience of the online food delivery service and customer satisfaction.
3.3.1 Validity and Reliability
Reliability is critical in determining whether the samples obtained are accurate and consistent;
hence, Cronbach's alpha technique will be used for the reliability test. As an indicator, the researcher used Cronbach's alpha coefficient to check the degree of consistency. Cronbach alpha also depends on the number of items compiling the scale. The Cronbach alpha value for all variables must be above 0.7. The alpha coefficient of the Cronbach scale can be accepted if the alpha value of Cronbach is set at 0.7 above in this analysis (Taber, 2017). Overall, all variables have an alpha coefficient of more than 0.7 for Cronbach’s. These results indicate that in conducting the statistical analysis the instrument and all its dimensions were reliable and consistent.
4. Results and Discussion
The questionnaire was distributed through social media. A total of 202 respondents were chosen for the actual study. The summary of the reliability test for the actual study is shown in table 1.
Table 1: Summary of the Cronbach’s Alpha of Each Scale Variables Number of items Cronbach’s Alpha
Price charge 4 0.87
Delivery time Conveniences Customer satisfaction
4 4 4
0.86 0.80 0.84
Table 1 illustrates Cronbach’s alpha coefficient score for the variable that use in this study.
Based on 202 samples, the price charge consisted of 4 items was found to be accepted as highly reliability (α =0.87). Meanwhile, delivery time at 10 items was found to be accepted as high reliability (α = 0.86). Next for the conveniences consist 4 item that found to be accepted as high reliability (α = 0.80). Lastly, the customer satisfaction is consisted of 4 items that found to be highly reliable (α = 0.84).
4.1 Demographic Profile of The Respondent
The questionnaire was distributed via online with no missing data. The main objective for the descriptive analysis is to understand the profile of the respondents. The respondents who participated in this study were Langkawi residents to study their level of satisfaction on online food delivery service. A total of 202 respondents took part in this survey and the data were collected and analysed.
From 202 of respondents a total of 130 (64.4%) are female respondent and 72 (35.6%) male respondents were able to participate. In this study, the majority of the respondents are from the age group 21- 25 years old at 80 of respondent (39.6%), followed by the age group of 18-20 years old with 40 of respondents that representing (18.3%) on this study. Respondent from the age group of 31-35 years old with 37 of respondents representing (18.3%) while the respondent from the age group of 36 years old and above with 25 respondents (12.4%). Lastly it followed by the age of group of 26-30 years old that represented 20 respondents (9.9%). In the same section, on respondents’ employment status was included. Finding showed that majority of 202 respondents are employed at 105 respondents (52%). This is followed by student with represented 80 of respondent (39.6%). Lastly, it followed by unemployed at 17 of respondent at (8.4%). Next is respondent monthly income range. From the data collection, it found that the most frequency group income which is 91 represented (45%) from range RM 2000-RM3999.
It followed by monthly group income of not employed that consisted of 41 of respondent (20.3%) while the respondent income at range RM 1000-RM1999 that represented 30 of respondents (14.9%). It also followed by respondents’ income in range of below RM1000 consist 26 of respondent at (12.9%) and income at range RM 4000 and above represented 14 of respondents at (6.9%). Lastly for this section is marital status, majority of the respondent from the group of Single that represented 149 of respondent (73.8%) while for the marriage group with 53 of respondent consist (26.2%).
4.2 Descriptive Analysis
4.2.1 Mean Score and Standard Deviation for Price
Table 2 showed the highest mean for this section is that the discount offers by online food delivery attract me to purchase the food during covid-19 pandemic (M = 4.36, SD = 0.678).
The delivery price charged by online food delivery services reasonable during covid-19 pandemic (M = 3.93, SD = 0.935) and it has resulted the second highest mean for this section.
Next, for the third highest mean for this section is I fell that online food delivery services overall price is affordable during covid-19 pandemic (M = 3.91, SD = 0.893). Lastly, for the lowest mean for this section is the tax price charge through online food delivery services is reasonable during covid-19 pandemic (M = 3.77, SD = 0.940).
Table 2: Mean Score and Standard Deviation for Price Charge
N Mean Std. Deviation B1
B2
B3
B4
The tax prices charge through online food delivery services is reasonable during covid-19 pandemic.
The delivery price charged by online food delivery services are reasonable during covid-19 pandemic.
I fell that online food delivery services overall prices is affordable during covid-19 pandemic
The discount offers by online food delivery attracted me to purchase the food during covid-19 pandemic
202
202
202
202
3.77
3.93
3.91
4.36
0.940
0.935
0.893
0.678
4.2.2 Mean Score and Standard Deviation for Delivery Time
Based on the Table 3, the highest mean for this section is I believe that I can save time by using online food delivery services in food purchasing process during covid-19 pandemic (M = 4.21, SD = 0.770). I believe that using online food delivery services help me accomplish things more quickly in food purchasing process during covid-19 pandemic (M = 4.18, SD = 0.675) and it has resulted the second highest mean for this section. Next, for the third highest mean for this section is I receive the meal on time through online food delivery services during covid-19 pandemic (M = 4.03, SD = 0.785). Lastly, for the lowest mean for this section is the delivery time given is reasonable for me to purchase through online food delivery during covid-19 pandemic (M = 4.02, SD = 0.733).
Table 3: Mean Score and Standard Deviation for Delivery Time
N Mean Std. Deviation C1
C2
C3
C4
The delivery time given is reasonable for me to purchase through online food delivery during covid-19 pandemic.
I believe that I can save time by using online food delivery services in food purchasing process during covid-19 pandemic.
I receive the meal on time through online food delivery services during covid-19 pandemic.
I believe that using online food delivery services help me accomplish things more quickly in food purchasing process during covid-19 pandemic.
202
202
202
202
4.02
4.21
4.03
4.18
0.733
0.770
0.785
0.675
4.2.3 Mean Score and Standard Deviation for Conveniences
Table 4 shows the highest mean score for this section is the online food delivery services would allow me to order and receive the food at anywhere during covid-19 pandemic (M = 4.24, SD
= 0.673). I like the ability to initiate the transaction from the comfort of home during covid-19 pandemic (M = 4.21, SD = 0.620) and it has resulted the second highest mean for this section.
Next, for the third highest mean for this section is the online food delivery services would allow me to order and receive the food in anytime during covid-19 pandemic (M = 4.20, SD = 0.694).
Lastly, for the lowest mean for this section is the online food delivery apps and website are conveniences to use attract me to purchase the meal during covid-19 pandemic (M = 4.17, SD
= 0.678).
Table 4: Mean Score and Standard Deviation for Conveniences
N Mean Std. Deviation D1
D2
D3
D4
I like the ability to initiate the transaction from the comfort of home during covid-19 pandemic.
The online food delivery services would allow me to order and receive the food in anytime during covid-19 pandemic.
The online food delivery services would allow me to order and receive the food at anywhere during covid-19 pandemic.
The online food delivery apps and website are conveniences to use attract me to purchase the meal during covid-19 pandemic.
202
202
202
202
4.21
4.20
4.24
4.17
0.620
0.694
0.673
0.678
4.2.4 Mean Score and Standard Deviation for Customer Satisfaction
Based on the table, the highest mean for this section is I will recommend to other people for using online food delivery services (M = 4.48, SD = 0.648). I will continue using the online food delivery services in future (M = 4.45, SD = 0.615) and it has resulted the second highest mean for this section. Next, for the third highest mean for this section is this online food delivery services fulfil my need and want during covid-19 pandemic (M = 4.38, SD = 0.580).
Lastly, for the lowest mean for this section is I am satisfying with the overall services of online food delivery services during covid-19 pandemic (M = 4.37, SD = 0.681).
Table 5: Mean Score and Standard Deviation for Customer Satisfaction
N Mean Std. Deviation E1
E2
E3
E4
I am satisfying with the overall services of online food delivery services during covid-19 pandemic.
The online food delivery services fulfil my need and want during covid-19 pandemic.
I will continue using the online food delivery services in future.
I will recommend to other people for using online food delivery services
202
202
202
202
4.37
4.38
4.45
4.48
0.681
0.580
0.615
0.648
4.3 Correlation Analysis
The Pearson product-moment correlation coefficient or known as a Pearson's correlation, is a measure of strength and direction of association that exists between two variables measured at least on an interval scale. Pearson correlation coefficients (r) can only take values from –1 to +1. The front sign indicates whether there is a positive correlation or a negative correlation. A quantity that takes a value within the range −1 to +1. A correlation coefficient of zero indicates that there is no linear relationship between two continuous variables, and a correlation coefficient of −1 or +1 indicates a perfect linear relationship. The strength of the relationship can be between −1 and +1 anywhere. The stronger the correlation, the closer the coefficient of correlation is to ±1 (Mukaka, 2012).
Table 6: Correlation between Price charge and Customer Satisfaction Prices charge Customer
satisfaction
Pearson Correlation 1 .463**
Prices charge Sig. (2-tailed) .000
N 202 202
Pearson Correlation .463** 1
Customer satisfaction Sig. (2-tailed) .000
N 202 202
**. Correlation is significant at the 0.01 level (2-tailed).
Table 7: Correlation between Delivery Time and Customer Satisfaction Delivery time Customer satisfaction
Pearson Correlation 1 .608**
Delivery time Sig. (2-tailed) .000
N 202 202
Pearson Correlation .608** 1
Customer satisfaction Sig. (2-tailed) .000
N 202 202
**. Correlation is significant at the 0.01 level (2-tailed).
Table 8: Correlation between Conveniences and Customer Satisfaction Conveniences Customer
satisfaction
Pearson Correlation 1 .643**
Conveniences Sig. (2-tailed) .000
N 202 202
Pearson Correlation .643** 1
Customer satisfaction Sig. (2-tailed) .000
N 202 202
**. Correlation is significant at the 0.01 level (2-tailed).
Based on the result in the Table 6, it shown that the Pearson correlation between prices charge and customer satisfaction show the value of r = 0.463 with the significant value of p= <0.05.
Therefore, it is shown that both of variables are moderate positive linear relationship.
Ganaphati et al. (2020) has also stated that, price charge moderate against the customer satisfaction. This shows that, the relationship of price charge to the customer satisfaction is moderate level. In addition, Liu (2019) states that the relationship of price charge towards customer satisfaction on online food delivery services is positive and high. This was supported by Prastryo et.al (2021), the price charges influence the level of customer satisfaction when purchased through online food delivery services. The relationship between delivery time and customer satisfaction is strongly positive correlate with the result showing (r =.608, N =202, p<0.05). This finding according to the study from Chai et al. (2019); which stated that delivery time is positively affect customer satisfaction. This indicates that independent variables have had an impact on customer satisfaction on online food delivery services. It supported by (Saad, 2020) delivery time have a positive relationship that influences customer satisfaction.
According to the analysis above, delivery time positively influences the level of customer satisfaction during this covid-19 pandemic in this research.
While in Table 8, it shown that the Pearson correlation between conveniences and customer satisfaction show the value of r = 0.643 with the significant value of p= <0.05. Therefore, it is shown that both of variables are strong positive linear relationship. This shows that conveniences in online food delivery services have a positive relationship towards customer satisfaction. Other than that, online food delivery services providing conveniences during this time because their can choose to maintain their physical social distancing without needed to eating outside (Ming, 2020). According by previous study (Chai et al., 2019) found that there was a positive relationship between conveniences and customer satisfaction.
5. Conclusion
This study applied an online survey as the major tool to answer the research questions related to the online food delivery services among residents in Langkawi. The survey explored perceptions of respondents in terms of their levels of agreement with respect to the various items that formulated the research variables used in the study. The first research question focused on the relationship between price charge and customer satisfaction. The answer to this come from the hypotheses tested that show a moderate positive relationship. However, the other two hypotheses (delivery time has a strong positive impact on customer satisfaction; and conveniences has a strong positive relationship towards customer satisfaction.) are supported by the study. These findings confirmed with those of Chai et al. (2019) and Saad (2020) who found that the delivery time and conveniences is the main purpose of customers using online food delivery services.
6. Acknowledgement
First and foremost, we are thankful to Almighty Allah for giving us strength, knowledge, ability and opportunity to undertake this study and complete it satisfactorily. The completion of this study could not have been possible without the participation and assistance of so many people whose name may not all be enumerated. Their contributions are sincerely appreciated and gratefully acknowledged. Thanks to all the colleagues for their endless support, kind and understanding each other during the research process.
We thank Dr Hashim Fadhil (Universiti Teknologi Mara Pulau Pinang) for useful discussion and sharing his pearls of wisdom with us during the course of this research. We are also immensely grateful to Dr Zaharah (Universiti Teknologi Mara Pulau Pinang) for her comments on an earlier version of the manuscript, although any errors are our own and should not tarnish the reputations of these esteemed persons.
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