Perception of Customer Experience Towards Customer Loyalty in Online Food Delivery Services in Thailand: Exploring in Generation Z

Authors

  • Jennisa Srichroen Burapha University International College, Thailand
  • Jirayut Pitanon Burapha University International College, Thailand
  • Onpreeya Chompu Burapha University International College, Thailand
  • Kanjanasit Chinnapha Burapha University International College, Thailand
  • Kwanporn Boonnag Burapha University International College, Thailand
  • Krittipat Pitchayadejanant Burapha University International College, Thailand
  • Manuele Mambelli Burapha University International College, Thailand
  • Parinya Nakapthom Burapha University International College, Thailand

DOI:

https://doi.org/10.57260/rcmrj.2024.266141

Keywords:

Customer experience, Customer loyalty, Online food delivery service

Abstract

The relationship between customer experience towards customer loyalty in online food delivery services in Thailand has been the subject of a few studies on customers in Generation Z. This study aims to explore the effect of the perception of customer experience, customer satisfaction, and customer loyalty, focusing on Generation Z in online food delivery service. The samples are randomly selected from 400 respondents from Generation Z in Thailand. This analysis uses quantitative research and statistical assessment, including descriptive statistics, Exploratory Factor Analysis (EFA), and Linear Regression Analysis. The result of EFA indicates that the perception of customer experience is identified by 3 factors: namely 1) food quality, 2) convenience and reliability of service, and 3) price. Moreover, the linear regression analysis shows that food quality, convenience and reliability of service, and price are significant motivating factors of customer satisfaction. As a result, customer satisfaction has a positive effect on customer loyalty.

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Published

2024-02-08

How to Cite

Srichroen, J., Pitanon, J., Chompu, O., Chinnapha, K., Boonnag, K., Pitchayadejanant, K., Mambelli , M., & Nakapthom, P. . (2024). Perception of Customer Experience Towards Customer Loyalty in Online Food Delivery Services in Thailand: Exploring in Generation Z. Community and Social Development Journal, 25(1), 164–174. https://doi.org/10.57260/rcmrj.2024.266141

Issue

Section

บทความวิจัย (RESEARCH ARTICLE)