THE DETERMINANTS OF CUSTOMER SATISFACTION ON FOOD DELIVERY PLATFORMS: A CASE STUDY IN THAILAND
ปัจจัยที่ส่งผลต่อความพึงพอใจของลูกค้า ต่อแพลตฟอร์มบริการส่งอาหาร: กรณีศึกษาในประเทศไทย
Keywords:
OLS regression, Customer satisfaction, Online Food DeliveryAbstract
This study investigates the factors that customers decide to use online food delivery (OFD) can influence satisfaction using Ordinary Least Squares (OLS) regression with interaction terms. A sample of 390 participants provided insights into the relationships between customer satisfaction, platform selection factors, and various variables. The findings highlight the critical role of customer service in enhancing customer satisfaction. Price showing in OFD is also significantly influence satisfaction levels, and environmentally friendly reputation of restaurants in OFD platform responds to customers satisfaction. Despite certain factors like navigation, choices, food quality, punctuality, payment methods, order accuracy, and platform trust not uniformly impacting satisfaction, their contextual relevance underscores ongoing opportunities for platform improvements. This research contributes essential insights for enhancing customer satisfaction by recommending that focus should be on developing pricing strategies that deliver strong value for money, and embracing environmentally friendly practices, like using biodegradable packaging and sourcing sustainably, is also key to meeting the growing consumer demand for eco-friendly products and services.Downloads
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วารสารบริหารธุรกิจศรีนครินทรวิโรฒ ยินดีรับบทความวิจัยและบทความทางวิชาการด้านบริหารธุรกิจ เพื่อพิจารณาตีพิมพ์เผยแพร่ในวารสาร ซึ่งทัศนะและข้อคิดเห็นใดๆ ในวารสารฯ ถือเป็นความคิดเห็นและความรับผิดชอบโดยตรงของผู้เขียน มิใช่เป็นความคิดเห็นและความรับผิดชอบใดๆ ของคณะบริหารธุรกิจเพื่อสังคม มหาวิทยาลัยศรีนครินทรวิโรฒ ผู้ประสงค์จะนำบทความหรือบทวิจารณ์ใดๆ ไปเผยแพร่ จะต้องได้รับการอนุญาตจากวารสารเป็นลายลักษณ์อักษร ลิขสิทธิ์บทความที่เผยแพร่ทั้งหมดเป็นของวารสารบริหารธุรกิจศรีนครินทรวิโรฒ
