The factors affecting the satisfaction and repurchase intention of customers of food delivery.

Abstract

The online food delivery business exists for many years already, but recently it is one of the fastest-growing industries in Thailand. The technology and the trend of the world are pushing toward this industry direction, this makes the researcher would like to understand more about the industry. The current main problem is that the competition is very intense, so the researcher would like to conduct the research and find out what variables will affect the customer’s decision for both the online food delivery application and the restaurants that are doing delivery food service. This research has 3 main objectives. The first objective is to identify the factors affecting satisfaction of restaurants. The second objective is to identify the factors affecting the satisfaction of food delivery applications, and the third objective is to identify the factors affecting the repurchase intention. In order to obtain the results, this research use the quantitative research method. The population sample of this study is Thai people who are using food delivery application at least once within six months. We use the six-month time period as to know and measure the repurchase intention and to make sure that the people we are collecting data from have the experience with food delivery application, and be able to provide useful information. There will be 400 respondents with age of 18 and above, who live in Bangkok Metropolitan Region. This includes Bangkok and the provinces surrounding Bangkok. The finding shows that there are four variables affecting the satisfaction of restaurants, which are ease of payment, convenience, service quality of food delivery application, and promotion. For the satisfaction of food delivery application, there are three variables that have significant influence, which is the service quality of food delivery, followed by promotion, and then ease of payment. Lastly, convenience, service quality of food delivery, promotion, and satisfaction of food delivery application have positive significant influence toward repurchase intention.