Customer Satisfaction towards Mobile Food Delivery Apps during Covid-19 Pandemic

Goh Mei Ling · Ho Sew Tiep · Ng Zhu Er

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence

Abstract

Objective - The objective of this study is to investigate the determinants of customer satisfaction towards the mobile food delivery apps during the COVID-19 pandemic. Methodology/Technique - Website quality, service quality, price, and convenience were hypothesised to explain customer satisfaction towards mobile food delivery apps. 200 respondents were recruited using convenience sampling. Due to COVID-19, the data collection was done using Google Form which consisted of respondents' profile and measurements for all the constructs in this study. All the instruments of the variables were adapted from previous studies. Partial Least Square Structural Equation Modeling (PLS-SEM) was performed to assess the measurements' validity and test the relationship among the variables. Findings - Convergent validity and discriminant validity which were assessed via measurement model were satisfactory. The R-square value obtained was 0.565. This indicates that, the model explains customer satisfaction by 56.5% towards mobile food delivery apps during the COVID-19 pandemic. The findings show that website quality and convenience have significantly influenced customer satisfaction towards mobile food delivery apps. Service quality and price, however, were found insignificant. Website quality has been found as the most important predictor of customer satisfaction. Novelty - This study provided an insight into the customer satisfaction towards the mobile food delivery apps from the new norm of COVID-19 measured perspective. The apps' website quality and the convenience of using the apps were revealed as important factors that impact customer satisfaction significantly during the pandemic period. Type of Paper - Empirical. Keywords: Customer Satisfaction; Mobile Food Delivery Apps; COVID-19; Website Quality; Service Quality; Price; Convenience. JEL Classification: M15

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References

2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.2014A new criterion for assessing discriminant validity in variance-based structural equation modeling 2017Testing and Controlling for Common Method Variance: A Review of Available Methods 2019Manual de Partial Least Squares Structural Equation Modeling (PLS-SEM) (Segunda Edición)2017Marketing survey research best practices: evidence and recommendations from a review of JAMS articles 2016Consumer experiences, attitude and behavioral intention toward online food delivery (OFD) services 2019Mobile food ordering apps: An empirical study of the factors affecting customer e-satisfaction and continued intention to reuse 2019Why do people use food delivery apps (FDA)? A uses and gratification theory perspective

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2024The Factors Determining Customer Satisfaction towards Food Service Delivery Application During Covid-19 Pandemic

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