CONSUMER SATISFACTION FACTORS OF MOBILE FOOD DELIVERY APPLICATIONS AMONG YOUNG ADULTS AND MIDDLE YOUTH LIVING IN BANGKOK. With the increasing number of mobile devices and internet usage, people living in Bangkok are increasingly using mobile food delivery apps for their convenience. However, with the increase in the use of mobile devices, mobile food delivery apps are available to consumers.
On the other hand, mobile food delivery apps can capture large amounts of customer data and understand more about what customers want or need, then deliver services accordingly by analyzing that data. . The purpose of this study is to understand what are the factors that satisfy consumers in the use of mobile food delivery applications that we mentioned above. There may be many factors such as convenience, price, availability of restaurants, variety of food, user-friendly interface or delivery time that influence consumers' satisfaction in using mobile food delivery apps.
The current study aims to determine whether these factors influence user satisfaction of mobile food delivery applications. Overall, this study would like to determine the differences in e-satisfaction factors for mobile food delivery applications between young adults and middle-aged youth. The results of this study could help mobile food delivery service providers and restaurants understand more about consumers and improve their business model.
What are the main factors that satisfy consumers of mobile food delivery apps among young adults and middle youth living in Bangkok.
LITERATURE REVIEW
- E-satisfaction
- User friendly interface
- Delivery Time
- Price of Food & Delivery Fee
- Variety of food choices
- Promotions
The current study will identify whether an application's user-friendly interface has a positive impact on consumer e-satisfaction. With hectic lifestyles, consumers in Bangkok are increasingly looking for simple and convenient services that will save time (Euromonitor, 2018b). Thus, service delivery time may be one of the factors that satisfy consumers of mobile food delivery apps in Bangkok.
Studies in India and Malaysia have shown that saving time is one of the most important factors influencing consumers when ordering food online (Rathore. & Chaudhary, 2018; Yeo, Goh, & Rezaei, 2017). In addition, food prices at some restaurants in mobile food delivery apps differ from dining prices at those restaurants. Therefore, food price and delivery cost may be one of the factors influencing consumers' e-satisfaction in using food delivery mobile apps in Bangkok.
Several studies in China and Jordan confirmed that price influences consumers to use an online food delivery service (Alalwan, 2020; Cho et al., 2019). According to data (Euromonitor, 2019a), people living in Bangkok do not have time to cook at home and prefer to order food online. At the same time, they also prefer healthy food, for example, clean food is becoming increasingly popular among Thai consumers (Euromonitor, 2019a).
The study in China showed that variety of food choices is important for one-person households (Cho et al., 2019). Sometimes, ordering food online can be cheaper than eating out because mobile food delivery apps also offer a lot of promotions. Thus, promotions can have an impact on consumers' e-satisfaction in using mobile food delivery applications.
The research in India and Malaysia supported that price saving or promotion has a positive impact on consumers' online food ordering (Rathore & Chaudhary, 2018; Yeo et al., 2017).
RESEARCH METHODOLOGY
Methodological Approach
Sample and Data Collection
The survey questionnaire was distributed to family and friends between July 7, 2019 and July 19, 2019 via an online platform. However, 23 respondents among them are disqualified for conducting the survey; 18 respondents have not used a mobile food ordering app in the past two months, 2 respondents are over 45 years old, and 3 respondents do not live in Bangkok and suburbs.
Data Analysis
DATA ANALYSIS
I find the interaction with mobile food delivery app to be clear and understandable. I am satisfied with the user interface of mobile food ordering application 3.96 0.947. I want mobile food delivery apps that offer a variety of restaurant choices I want mobile food delivery apps that offer a variety of food choices. I can order food of my choice through mobile food delivery applications I am satisfied with the variety of food choices offered through mobile food delivery applications 3.92 1.027. I choose the mobile food delivery apps depending on its delivery fee. I choose the mobile food delivery apps which are reasonably priced. I choose to order from the restaurants with a reasonable cost price. select the restaurants closed for my location to lower the delivery fee. I am satisfied with the distance based delivery fee of mobile food delivery apps 3.68 0.999.
I can save money by using mobile food delivery app promotions. I like to look for cheap food deals on various mobile food delivery apps. I am satisfied with the promotions of mobile food delivery apps. I find that ordering food through mobile food delivery apps with promotions is cheaper than. I am satisfied with the delivery time of the food delivery mobile app. I choose the restaurants that are close to my location for faster delivery 3.68 0.957. By comparing the average mean pain of each factor, “variety of food choices” has the highest mean score at 4.20, indicating that it is the most important factor that satisfied the middle youth when using food delivery mobile apps.
I want mobile food delivery apps that offer a variety of restaurant choices. I want mobile food delivery apps that offer different food choices. I can order food of my choice through food delivery mobile apps. I like the variety of food choices that mobile food delivery offers. apps 4.05 0.916. I am satisfied with the user interface of the food ordering mobile app. I find the interaction with the mobile food delivery app clear and understandable 3.87 1.056. I choose the food delivery mobile apps that are reasonably priced. I choose the food delivery mobile apps depending on the delivery charges. I choose to order from restaurants with reasonable price. I can order food at a wide range of prices through food delivery mobile apps. am satisfied with the distance-based delivery cost of food delivery mobile apps I choose the restaurants that are close to my location to reduce the delivery cost 3.51 1.167.
I am satisfied with the delivery time of the food delivery mobile app. For faster delivery, I choose restaurants that are close to my location 3.49 1.073. I can save money by using promotions from mobile food delivery apps. I am satisfied with the promotions offered by mobile food delivery apps. I like to search for cheap food deals on various mobile food delivery apps. I find that ordering food through mobile food delivery apps is cheaper with promotions. Therefore, there are no significant differences between young adults and middle-aged youth regarding the 'user-friendliness' of food delivery mobile apps.
According to Table 4.6, young and middle adults largely agree on the statement “I choose mobile food delivery apps that are reasonably priced.” The statement “I am satisfied with the remote delivery costs of mobile food delivery apps” also scores particularly low compared to the rest of the statements for both young adults and middle youth. According to the analysis of the items under 'promotions' in Table 4.8, young adults largely agree with the statements 'I like to look for cheap food deals in various mobile food delivery apps' and 'I can save money by using promotions from mobile food delivery apps'. delivery apps”.
I find that ordering food through mobile food delivery apps with promotions is cheaper than dining out. Overall, according to Table 4.9, young adults and middle-aged youth are satisfied with mobile food delivery applications, and there are no significant differences between them.
RECOMMENDATION AND CONCLUSION
Conclusion
Recommendations
Limitations and Future Research
APPENDICES
Appendix A: Questionnaire
General overview of mobile food delivery apps
Information on the factors that satisfy the consumer on using mobile food delivery apps with Likert Scales
