Factors Positively Influencing Customer Satisfaction of Online Food Delivery Services of Customers in Bangkok and its Vicinity

Abstract

The researcher studied the positive influence of hedonic motivations, price saving orientation, time saving orientation, prior online purchase experience, convenience motivation, usability, new experience, and influence of social networking sites towards customer satisfaction of online food delivery services of customers in Bangkok and its Vicinity. The samples of 231 respondents collected with survey questionnaires in Siam Center, Future Park, and Ekkamai, the respondents were working in Bangkok and its vicinity. The respondents of this survey, consisting of 61.9% females and 38.1% males, were aged between 22-35 years old. Most of them had bachelor’s degrees, 63.4% of them were working in private companies, the range of their incomes was from 15,001 to 30,000 Baht. They had prior purchase experiences of meals from eating out, and generally spent 301-800 Baht on online food delivery services. Fast food platforms were used most, such as The Pizza Company 1112, McDelivery Thailand, and Pizza Hut delivery. The data sets were analyzed by descriptive statistics and multiple regression analysis. The researcher found that hedonic motivations (β = 0.767) and new experience (β = 0.163) were positively influenced towards customer satisfaction of online food delivery services of customers in Bangkok and its vicinity at the .01 level of significant. However, price saving orientation, time saving orientation, prior online purchase experience, convenience motivation, usability, and influence of social networking sites were not significantly influenced towards the customer satisfaction of online food delivery services of customers in Bangkok and its vicinity.