Perception of Customer Experience Towards Customer Loyalty in Online Food Delivery Services in Thailand: Exploring in Generation Z
DOI:
https://doi.org/10.57260/rcmrj.2024.266141Keywords:
Customer experience, Customer loyalty, Online food delivery serviceAbstract
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.
References
Bewicke, H. (2023). Gen Z consumer behavior: What you need to know. Retrieved from https://www.talon.one/blog/gen-z-consumer-behavior-what-you-need-to-know
Fitch Solutions. (2020). Thai Food Delivery Market Taking Off Bangkok Post. Retrieved from https://www.bangkokpost.com/business/2019015/thai-food-delivery-market-taking-off
Ganapathi, P., & Abu-Shanab, E. A. (2020). Customer satisfaction with online food ordering portals in Qatar. International Journal of E-Services and Mobile Applications, 12(1), 57–79. DOI:10.4018/IJESMA.2020010104
Henson, R. K., & Roberts, J. K. (2006). Use of exploratory factor analysis in published research: Common errors and some comments on improved practice. Educational and Psychological Measurement, 66(3), 393-416. DOI: 10.1177/0013164405282485
Jain, R., Aagja, J., & Bagdare, S. (2017). Customer experience – a review and research agenda. Journal of Service Theory and Practice, 27(3), 642–662. DOI: 10.1108/JSTP-03-2015-0064
Jun, K., Yoon, B., Lee, S., & Lee, D-S. (2022). Factors Influencing Customer Decisions to Use Online Food Delivery Services during the COVID-19 Pandemic. Foods, 11(1), 1-15. DOI: 10.3390/foods11010064
Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing: AMA/MSI Special Issue, 80(6), 69-96. DOI: 10.1509/jm.15.04
Liu, H. (2019). Factors positively influencing customer satisfaction of online food delivery services of customers in Bangkok and its vicinity. (Master of Business Administration, Bangkok University).
Mintel Group Ltd. (2023). The future of consumer behavior in the age of Gen Z. Retrieved from https://www.mintel.com/consumer-market-news/the-future-of-consumer-behaviour-in-the-age-of-gen-z/
Mordor Intelligence. (2023). Thailand Foodservice Market Size & Share Analysis – Growth Trends & Forecasts (2023 - 2028). Retrieved from https://www.mordorintelligence.com/industry-reports/thailand-foodservice-market?gclid=Cj0KCQjwmtGjBhDhARIsAEqfDEcZ-EhPn2B9fnEcD7gsQIVEULjMNrfktfBWcoPfGfQUfPeacpCF-3UaAofcEALw_wcB
Saad, A. T. (2020). Factors affecting online food delivery service in Bangladesh: An empirical study. British Food Journal, 123(2), 535–550. DOI: 10.1108/BFJ-05-2020-0449
Sjahroeddin, F. (2018). The Role of E-S-Qual and Food Quality on Customer Satisfaction in Online Food Delivery Service. Industrial Research Workshop and National Seminar, 9, 551–558. DOI: 10.35313/irwns.v9i0.1097
Tandon, U., Kiran, R., & Sah, A. (2017). Analyzing customer satisfaction: users’ Perspective towards online shopping. Nankai Business Review International, 8(3), 266–288. DOI:10.1108/NBRI-04-2016-0012
Yeo, V. C. S., Goh, S. K., & Rezaei, S. (2017). Consumer experiences, attitudes, and behavioral intention toward online food delivery (OFD) services. Journal of Retailing and Consumer Services, 35, 150–162. DOI:10.1016/j.jretconser.2016.12.013
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Community and Social Development Journal : CSDJ Formerly khows as Rajabhat Chiang Mai Research Journal
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
1. Articles, information, content, images, etc. that are published in "Chiang Mai Rajabhat Research Journal" is the copyright of Chiang Mai Rajabhat Research Journal. Chiang Mai Rajabhat University. If any person or organization wants to distribute all or any part of it or do any action Must have written permission from the Chiang Mai Rajabhat Research Journal, Chiang Mai Rajabhat University.
2. Content of articles appearing in the journal is the responsibility of the author of the article. The journal editor is not required to agree or take any responsibility.
