Factors Positively Affecting Customer Satisfaction of Line Man food delivery’s Customers in Bangkok

Abstract

In this paper, the researcher aimed to analyze the independent factors which were positively affected customer satisfaction of Line Man food delivery’s Customers in Bangkok. Those independent factors were performance expectancy, quality, price value, online review, online tracking, accessibility, and transaction towards customer satisfaction of Line Man Online Food Delivery (OFD) users of Bangkok. A total of 252 samples of Line Man food delivery users were collected with survey questionnaires in Bang Khae District, Bang Khen District, and Sai Mai District of Bangkok from October to November 2019. The three districts were targeted because they were home to the largest population among the 50 districts in Bangkok. The greatest proportion of respondents were women, unmarried, and between 24 to 29 years old. They had bachelor’s degrees and worked for private enterprises. They had income ranging from 30,001 to 45,000 baht per month. Most of them used Online Food Delivery (OFD) service via Line Man food delivery several times per month to get food and spent about 201 to 700 baht per week. KFC and McDonald’s were respectively the most popular restaurants in the Line Man food delivery application. The researcher found that only transaction ( = 0.174), online review ( = 0.162), accessibility ( = 0.147), and performance expectancy ( = 0.131) respectively accounted for 62.2% of total factors which positively affected customer satisfaction of Line Man food delivery’s customers in Bang Khae District, Bang Khen District, and Sai Mai District in Bangkok with statistical significance at .05.