FUTURE OF FOOD DELIVERY IN BANGKOK AFTER COVID-19

Abstract

This study is a contemporary topic aims to study future of food delivery in Bangkok after COVID-19 emphatically study toward the changes in dinning behavior of consumer after the pandemic and how the restaurants change their business model and service toward delivery after the pandemic. The research focused on people who have ordered food delivery from restaurants in Bangkok during the pandemic. The qualitative method was used and the data was collected by an in-depth interview conducted on 20 respondents in total in which 10 respondents are customers who have been ordering food delivery from restaurants in Bangkok during the pandemic. While another 10 respondents are owners and a manager at the restaurants. According to COVID-19 situation, the importance of food delivery has considerably arisen both to customers’ convenience and quarantine pressure and restaurants’ survival and profits. The findings indicated that the trend of food delivery will continue supported by customers’ high experience, perceived value, satisfaction and repurchase intention towards food delivery, together with the new business process of work-from-home and hybrid working. Plainly, customers still prioritize food quality as main criteria using the same standard with dinning-in. Overall customer experience of food delivery is driven by the convenience at acceptable waiting time. Whilst, good packaging and cutlery contributes to higher perceived value. Lastly, customer satisfaction is reflected by short delivery time, convenience, reasonable or cheap delivery fee, promotion and post service. Therefore, the food delivery service tends to grow progressively which it sets a new business model and a challenging requirement for nowadays restaurants or a threat to those who are not establish food delivery service. Findings of this study will enable restaurants to better understand consumers attitudes towards food delivery service. The deliverables from this study can be applied to marketing strategies and execution for further business improvement.