KEY DRIVERS OF CUSTOMER SATISFACTION IN ONLINE FOOD DELIVERY APPLICATIONS IN KLANG VALLEY: A PILOT STUDY
DOI:
https://doi.org/10.35631/AIJBES.829016Keywords:
Convenience, Customer Satisfaction, Information Quality, Online Food Delivery ApplicationsAbstract
In Malaysia, online food delivery applications have transformed the food service industry, especially in Klang Valley due to their quick growth. Past studies have investigated the adoption and usage behavior of OFDA, but few studies have examined the effect of gratification related factors, such as convenience and information quality on satisfaction among OFDA users in Malaysia. This pilot study is based on the Uses and Gratifications Theory to explore the effects of convenience, information quality and customer satisfaction of OFDA users in Klang Valley. To test the preliminary reliability and validity of the instrument of measurement before the main study, a quantitative method using a survey approach was used with 53 respondents by using an online survey. The data were analyzed using SPSS Statistics. Results showed that all constructs of the measurements had acceptable reliability. The independent samples t-test showed that there was no significant difference between males and females in terms of customer satisfaction. The results of Pearson's correlation analysis showed that convenience had a significant positive correlation with customer satisfaction (r = 0.647, p < 0.001), and information quality had a significant positive correlation with customer satisfaction (r = 0.668, p < 0.001). Based on the limited sample size, the results give initial evidence of the instrument's reliability and the validity of the relationships for further study. The study is a valuable addition to the literature on OFDA because the use of UGT in the context of customer satisfaction, based on convenience and information quality, is extended. The findings are practically useful for OFDA service providers as they can give inputs to improve the usability of the platform and content for the benefit of customers.
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