An Assessment of E-Service Quality for Online Food Delivery Services in Yangon, Myanmar
Main Article Content
Abstract
Background and Objectives: The online food delivery (OFD) service industry has witnessed significant growth globally, particularly in developing countries like Myanmar. The rise in mobile penetration and the impact of the COVID-19 pandemic have further accelerated this growth. This study aimed to examine the relationship between e-service quality and customer satisfaction, trust, and revisit intentions in the context of OFD services in Yangon, Myanmar. Specifically, the research sought to identify which factors of e-service quality most significantly influence customer satisfaction and trust, and how these, in turn, affect customers' intentions to reuse OFD services.
Methodology: This study employed a quantitative research approach using multiple regression analysis to explore the relationships between the variables. A sample of 200 respondents, who had experience using OFD services in Yangon was selected using convenience sampling. Data were collected through structured questionnaires that included demographic information, consumer behavior, and assessments of e-service quality, customer satisfaction, trust, and reuse intention. The questionnaires were based on a five-point Likert scale and translated into Burmese to reduce the language barrier. The reliability and validity of the questionnaires were ensured through Index of Item-Objective Congruence, (IOC) tests and Cronbach’s alpha reliability tests. The IOC test results indicated that most items had scores above 0.5, showing ample validity, while the Cronbach's alpha values ranged from 0.72 to 0.92, indicating high reliability.
Main Results: The regression analysis revealed that Fulfillment (FUL) had the strongest positive impact on Customer Satisfaction (CS), while Contact (CON) was the most significant predictor of Customer Trust (CT). Efficiency (EFF), System Availability (SYS), Fulfillment, Responsiveness (RES), Compensation (COM), and Contact were all positively related to Customer Satisfaction. However, Privacy (PRI) did not show a significant relationship with Customer Satisfaction. For Customer Trust, System Availability, Responsiveness, and Contact were significant predictors. The study also found a strong positive relationship between Customer Satisfaction and Trust and their Reuse Intentions (RI) towards OFD services. Based on these results, it is suggested that OFD providers should focus on enhancing Fulfillment and Customer Contact to improve satisfaction and trust, thereby increasing customer reuse intentions.
Discussions: The findings underscore the importance of various dimensions of e-service quality in influencing Customer Satisfaction and Trust. Fulfillment emerged as the most critical factor for their satisfaction, indicating that timely and accurate delivery of orders is paramount. Contact, encompassing customer service and support, was crucial for building trust, highlighting the need for accessible and responsive customer service. The insignificant role of Privacy suggests a lower awareness or concern for data security among users in Myanmar, although this may change with increased digital literacy efforts. Overall, the study emphasizes that enhancing e-service quality can significantly boost Customer Satisfaction, Trust, and Reuse Intentions.
Conclusions: The study concludes that to succeed in the competitive OFD market in Yangon, service providers must focus on improving e-service quality factors, particularly Fulfillment and Customer Contact. These improvements can lead to higher Customer Satisfaction and Trust, which are essential for encouraging Reuse Intentions. Additionally, the study suggests that OFD services should upgrade their applications to be more user-friendly and efficient, provide excellent customer support, and ensure wide coverage areas. Future research should explore the impact of Privacy concerns as digital literacy increases, and consider other factors as well, such as site aesthetics and delivery radius to further understand their influence on Customer Satisfaction and Trust.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Ajzen, I. (2005). Attitudes, personality, and behavior. Berkshire, UK.
Blodgett, J. G., & Anderson, R. D. (2000). A bayesian network model of the consumer complaint process. Journal of Service Research, 2(4), 321-338. https://doi.org/10.1177/109467050024002
Buyung, R., Djumilah, H., Noermijati, & Siti, A. (2015). Relationship between e-service quality, e-satisfaction, e-trust, e-commitment. In building customer e-loyalty: A literature review. Inter Journal of Business & Management Invention, 4(2), 01-09.
Chan, D., Voortman, F., & Rogers, S. (2018). The rise of the platform economy. Deloitte.
Chan, S. (2018). Factors affecting revisit intention with customer satisfaction as a mediating variable in eco friendly resorts. Jurnal Manajemen dan Inovasi (JMI), 9(1), 1-13.
Cho, T. M., Chow, P. S., Kwok, B., Liu, S. C., & Shen, B. (2013). Service quality of online shopping platforms: A case-based empirical and analytical study. Hindawi Publishing Corporation Mathematical Problems in Engineering. 2013, 128678. https://doi.org/10.1155/2013/128678
Deutsch, M. (1958). “Trust and suspicion”. Journal of Conflict Resolution, 2(4), 265-279. https://doi.org/10.1177/002200275800200401
Famiyeh, S., Darko, D. A., & Kwarteng, A. (2017). Service quality, customer satisfaction, and loyalty in the banking sector. International Journal of Quality & Reliability Management, 35(8), 1546-1567. https://doi.org/10.1108/IJQRM-01-2017-0008
Fornell, C. (1992). A national customer satisfaction barometer: The swedish experience. Journal of Marketing, 56(1), 6-21. https://doi.org/10.1177/002224299205600103
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
Gajewska, T., Zimon, D., Kaczor, G., & Madzík, P. (2020). The impact of the level of customer satisfaction on the quality of e-commerce services. International Journal of Productivity and Performance Management, 69(4), 666-684. https://doi.org/10.1108/IJPPM-01-2019-0018
Ghosh, M. (2018). Measuring electronic service quality in India using E-S-QUAL. International Journal of Quality & Reliability Management, 35(2): 430-445. https://doi.org/10.1108/IJQRM-07-2016-0101
Gounaris, S. P. (2005). Trust and commitment influences on customer retention: Insights from business-to-business services. Journal of Business Research, 58(2), 126-140. https://doi.org/10.1016/S0148-2963(03)00122-X
Green, S. B. (1991). How many subjects does it take to do a regression analysis? Multivariate Behavioral Research, 26(3), 499–510. https://doi.org/10.1207/s15327906mbr2603_7
Gundersen, M. G., Heide, M., & Olsson, U. H. (1996). Hotel guest satisfaction among business travellers: What are the important factors? The Cornell Hotel and Restaurant Administration Quarterly, 37(2), 72-81. https://doi.org/10.1177/001088049603700222
Gusti, A. T., & Putu, G. S. (2018). The effect of perceived website quality, e-satisfaction and e-trust towards online repurchase Intention. International Journal of Economics, Commerce and Management, VI(10), 262-287.
Halstead, D., & Page, T. J. (1992). The effects of satisfaction and complaining behavior on consumer repurchase intentions. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 5, 1-11.
IFIS. (2020). Food delivery platforms revolutionizing the market during COVID-19: Why is regulation lagging behind? https://www.ifis.org/blog/food-delivery-platforms-covid-19
Kandulapati, S., & Bellamkonda, R. S. (2014). E-service quality: A study of online shoppers in India. American Journal of Business, 29(2), 178-188. https://doi.org/10.1108/AJB-05-2013-0030
Kusdibyo, L., & Februadi, A. (2019). The effect of electronic service quality on customers satisfaction and loyalty in online shopping. IOP Conf. Series: Materials Science and Engineering 662(2019) 022036.
Ladkoom, K., & Thanasopon, B. (2020). Factors influencing reuse intention of e-payment in Thailand: A case study of PromptPay. In the Proceedings of the 22nd International Conference on Enterprise Infromation Systems (ICEIS 2020) 1: 743-750. https://doi.org/10.5220/0009410407430750
Leninkumar, V. (2017). The relationship between customer satisfaction and customer trust on customer loyalty. International Journal of Academic Research in Business and Social Sciences, 7(4), 450-465. https://doi.org/10.6007/IJARBSS/v7-i4/2821
Leonnard. (2019). Exploring the relationship among e-service quality, e-trust, e- satisfaction and loyalty at higher education institutions. Efficiency and Responsibility in Education and Science, 12(14), 103-110. https://doi.org/10.7160/eriesj.2019.120401
Maxham, J. G., & Netemeyer, R. G. (2002). Modeling customer perceptions of complaint handling over time: The effects of perceived justice on satisfaction and intent. Journal of Retailing, 78(4), 239-252. https://doi.org/10.1016/S0022-4359(02)00100-8
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. The Academy of Management Review, 20(3), 709-734. https://doi.org/10.5465/amr.1995.9508080335
Moh, A. R., & Hidayat, A. (2020). Investigating the impact of brand awareness, customer satisfaction and trust on revisit intention toward beauty care clinic in Indonesia. The International Journal of Business & Management, 8(6), 53-63. https://doi.org/10.24940/theijbm/2020/v8/i6/BM2006-013
Mohammad, A.-N., Rushami, Z. Y., Rabiul, I., & Abdullah, A. (2013). E-service quality and its effect on consumers’ perceptions trust. American Journal of Economics and Business Administration, 5(2), 47-55. https://doi.org/10.3844/ajebasp.2013.47.55
Mohammad, R. A., Moreno, A. R., Montes, F. J., Obeidat, Z. M., & Khaldoon, M. (2019). The effect of e-service quality on Jordanian student’s e-loyalty: An empirical study in online retailing. Industrial Management & Data Systems, 119(4), 902-923. https://doi.org/10.1108/IMDS-12-2017-0598
Mohanty, R. P., Seth, D., & Mukadam, S. (2007). Quality dimensions of e-commerce and their implications. Total Quality Management, 18(3), 219-247. https://doi.org/10.1080/14783360601149992
Nurqamarani, A. S., Jonathan, R. L., Gaffer, E. N., & Indrawati, A. (2020). The effects of mobile service qualities on customer reuse intention of Gojeck Super App. Humanities & Social Sciences Reviews, 8(4), 1134-1146. https://doi.org/10.18510/hssr.2020.84108
Oliver, R. L. (1981). Effect of satisfaction and its antecedents on consumer preference and intention. Advances in Consumer Research, 8, 88-93.
Parasuraman, A. P., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 1-21. https://doi.org/10.1177/1094670504271156
Patrick, A. S. (2002). Building trustworthy software agents. IEEE Internet Computing, 6(6), 46-53. https://doi.org/10.1109/MIC.2002.1067736
Reuters. (2020). Wuhan lockdown 'unprecedented', shows commitment to contain virus: WHO representative in China. https://www.reuters.com/article/us-china-health-who-idUSKBN1ZM1G9
Revita, A. (2016). E-satisfaction dan e-trust mempengaruhi e-loyalty konsumen wanita dalam sosial media, PERFORMA: Jurnal Manajemen dan StartUp Bisnis. Jurnal Manajemen dan StartUp Bisnis, 1(4), 505-513.
Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5, e02690. https://doi.org/10.1016/j.heliyon.2019.e02690
Setiowati, R., & Putri, A. (2012). The impact of perceived value on customer satisfaction, loyalty, recommendation and repurchase. An empirical study of Spa industry in Indonesia. In International Conference on Trade, Tourism and Management (ICTTM'2012) December 21-22, 2012 Bangkok (Thailand) (pp. 156-160).
Statista. (2024). Statista. https://www.statista.com/outlook/emo/online-food-delivery/worldwide
Su, A. Y.-L. (2004). Su, A.Y.-L., 2004. Customer satisfaction measurement practice in Taiwan hotels. International Journal of Hospitality Management, 23, 397-408.
Suresh, K., & Raja, S. B. (2014). E-service quality: A study of online shoppers in India. American Jour of Business, 29(2), 178-188. https://doi.org/10.1108/AJB-05-2013-0030
The Inclusive Internet Index. (2021). The inclusive internet index. https://theinclusiveinternet.eiu.com/explore/countries/MM/
The Bloomberg. (2019). How digital economy is transforming Asia’s Economy. https://sponsored.bloomberg.com/article/axa-investment-managers/whats-driving-asias-digital-evolution
The Irrawaddy. (2020a). Timeline: Myanmar’s government responses to the COVID-19 pandemic. https://www.irrawaddy.com/specials/myanmar-covid-19
The Irrawaddy. (2020b). Myanmar’s food delivery boosted by COVID-19 restrictions. https://www.irrawaddy.com/lifestyle
Tussyadiah, I. P. (2016). Factors of satisfaction and intention to use peer-to-peer accommodation. International Journal of Hospitality Management, 55, 70-80. https://doi.org/10.1016/j.ijhm.2016.03.005
Waluya, B., Ridwanudin, O., & Utami, W. D. (2019). Effect of e-service quality on the intention to reuse website of OTA in buying aircraft tickets. International Journal of Academic Research in Business and Soical Sciences, 9(3), 789-799. https://doi.org/10.6007/IJARBSS/v9-i3/5745
Warshaw, P. R., & Davis, F. D. (1985). Disentangling behavioral intention and behavioral expectation. Journal of Experimental Social Psychology, 21(3), 213-228. https://doi.org/10.1016/0022-1031(85)90017-4
Widyawati, & Margaretha, P. B. (2018). The influencing factors on coffee shop customers' revisit intention. Advances in Economics, Business and Management Research, 101, 167-173.
Wong, A., & Sohal, A. (2003). A critical incident approach to the examination of customer relationship management in a retail chain: An exploratory study, qualitative market research. An International Journal, 6(4), 248-62. https://doi.org/10.1108/13522750310495337
World Health Organization. (2020). Archived: WHO timeline - COVID-19. https://www.who.int/news-room/detail/27-04-2020-who-timeline---covid-19
World, U. N. (2019). Survey: People willing to pay more for food delivery. https://www.usnews.com/news/national-news/articles/2019-07-30/survey-people-willing-to-pay-more-for-food-delivery
Yesitadewi, V. & Widodo, T. (2023). The influence of service quality, perceived value, and trust on customer loyalty via customer satisfaction in deliveree Indonesia. Quality - Access to Success, 25, 418-423. https://doi.org/10.47750/QAS/25.198.44
Zikmund, W., Babin, B., Carr, J., & Griffin, M. (2010). Business research methods (8th ed.). New York.