(Tiểu luận) research on factors affecting customers’decision to use online food ordering service inhanoi

FOREIGN TRADE UNIVERSITY SCHOOL OF ECONOMICS AND INTERNATIONAL BUSINESS 🙡🙡 RESEARCH PROPOSAL RESEARCH ON FACTORS AFFECTING CUSTOMERS’ DECISION TO USE ONLINE FOOD ORDERING SERVICE IN HANOI No Group : 16 Class : KTEE206(GD2-HK2-2223).1 Instructor : Dr Pham Thi Cam Anh Name Trần Lê Thu Thủy Student code Contribution 2213150164 20% Nguyễn Lê Quỳnh 2212150148 20% Nguyễn Thanh Thảo 2213150159 20% Nguyễn Lam Khuê 2213150092 20% Phạm Quốc Huy 2213150082 20% Hanoi, June, 2023 Contents I INTRODUCTION Research objectives Research questions Research structure II LITERATURE REVIEW Definition of service Definition of online food ordering Related research Research gap III METHODOLOGY Research Design Research Methods Data collection b) Data analysis 10 Ensuring Validity and Reliability IV 11 EXPECTED OUTCOME 12 V RESEARCH LIMITATIONS 12 Time constraints 12 Small sample size 12 3 Limited access to information VI 12 CONCLUSION 13 VII REFERENCES 14 INTRODUCTION The way people search for information and conduct business is being transformed by the Internet and smart technology devices like smartphones, laptops, and tablets Businesses recognize the Internet as a convenient and suitable platform for engaging with a large number of customers Fast food companies have also taken advantage of the Internet's capabilities by allowing customers to order food online, thereby increasing convenience and streamlining the purchase process The global online food delivery industry has attracted billions of dollars in investments and is thriving in Vietnam Various organisations report that Vietnam's online food ordering market has a lot of potential and has seen a significant increase in users since 2020 The competition between food delivery apps has intensified, but they provide convenience to users during the pandemic and allow restaurants to remain open during social distancing These apps are making urban dwellers' lives much easier The top five applications utilised by users are Grab, Now, Gojek, Baemin, and LoShip The leaders in this group are Grab and Now, which dominate the market Now, which can be considered a pioneer in this industry, began experimenting with food delivery in 2014 It combined its unique delivery service with a TV channel to achieve success The app has been able to attract a significant number of food retailers and beverage suppliers, totaling around 20,000 stores, along with exciting promotions that have enticed users In the middle of 2017, the CEO of Foody reported that Now receives nearly 10,000 orders on a daily basis As society, the economy, and information technology continue to grow, more people are turning to online food ordering services as a convenient way to access products in this modern era To help transport companies maintain their market share amidst fierce competition, we aim to investigate what factors influence consumers' decisions to use these services This is why we have chosen to focus on the topic of "Research on factors affecting customers' decision to use online food ordering service in Hanoi." 1.1 Research objectives In December 2021, Q&Me, a research firm, conducted a survey on a sample of individuals aged 18-40 living in major cities such as Hanoi, Ho Chi Minh City, and Da Nang The survey revealed that 83% of the respondents utilised food delivery services, marking a 20% increase from the previous year (62%) Furthermore, 77% of those surveyed opted for online food ordering services on their mobile phones Therefore, conducting research on the factors influencing students’ decision to use online food ordering services in Foreign Trade University is fundamental and practical for both business managers and authorities in making strategic decisions and developing appropriate management policies Hence, our research objectives involve: - Identify the elements that influence the choice of customers in Hanoi of utilising online food ordering services - Determine the degree of influence of each factor on customers' decision to use online food ordering services in Hanoi - Offer some suggestions for enhancing online food ordering service in Hanoi 1.2 Research questions - What factors affect customers' decision to use online food ordering services in Hanoi? - What is the level of impact of each factor on customers' decision to use online food ordering services in Hanoi? Document continues below Discover more from: Business Research Method BRM01 Trường Đại học… 221 documents Go to course 13 38 35 Research Proposal Đặng Vũ Lam Mai -… Business Research… 100% (3) 94 Thực trạng sử dụng ví điện tử của… Business Research… 100% (2) Money Banking tutorial 12 Business Research… 100% (1) FILE 20211222 131119 Tư-tưởng-Hồ-Chí-… Business Research… 100% (1) - 20211004 VGCC Vin Fast Goes Global-… Business Research… 100% (1) What solutions help improve the quality of online food ordering services in universities in Hanoi? 1.3 Research structure 23 Sustainability about energy drink Business Research… 100% (1) The research is structured as follows Part 2: Literature review is where we will be discussing the definitions of each key terms in the topic such as service, online food ordering along with the summary of related research for a clearer insight into the topic; also, we will point out the gap in past researches in order to enhance the research result Part 3: Methodology is going to discuss further into the research method and design to collect data as mentioned in Part 4: Data collection The expected results draw on the way of which data is collected and is shown in Part 5: Expected results However, these results may be inaccurate due to foreseen problems which are identified in Part 6: Research limitations From the information we gather, we can conclude and bring the proposal to the end by Part 6: Conclusion and give credit to those whose articles we have looked into in Part 7: References 2.1 LITERATURE REVIEW Definition of service A service is an act of doing something for someone or something It also refers to the provision of a particular product or assistance that is intended to meet the needs or satisfy the wants of clients or customers Service can be provided in various forms, such as customer service, community service, public service, etc It is an important aspect of many industries and plays a crucial role in building and maintaining strong relationships between businesses and their customers 2.2 Definition of online food ordering Online food ordering is the process of ordering food, for delivery or pickup, from a website or other application The product can be either ready-to-eat food (e.g., direct from a home-kitchen, restaurant, or a virtual restaurant) or food that has not been specially prepared for direct consumption (e.g., vegetables direct from a farm/garden, fruits, frozen meats etc) 2.3 Related research Pei-Hsuan Tsai and partners looked into factors influencing the consumers’ behavioural intention to use online food delivery service with evidence from Taiwan The research indicated that three main factors influence customer choice: (i) Consumers are not required to leave the house; (ii) Using such services saves consumers' time; (iii) The services offer discounted delivery charges Kyungyul Jun, Borham Yoon, Seungsuk Lee and Dong-Soo Lee published a study about the factors affecting customers’ intention to use online food delivery services The results confirmed that enjoyment, trust and social influence have contributed great importance in customers’ acceptance of online food delivery services According to Arun Giri and Dr Nehayajurvedi’s study, there are 15 factors i.e food price, service quality, packaging, advertisement, food quality, food taste, speed of food delivery, payment options, offers & discounts, hygiene, delivery tracking services, menu, number of restaurants, attitude of delivery person and convenience which affected consumer behaviour towards online food delivery services providers 2.4 Research gap Typically, past research has focused on the connection between user interface and user experience, specifically regarding perceived usefulness, perceived ease, price, promotion, and consumer loyalty towards online food ordering devices Consequently, using these prior studies as a reference, there are research gaps that need to be addressed, such as - The relationship between personal factors (gender, wage, age) and customer loyalty to online food ordering devices - The correlation between different sources of information (personal recommendations, commercial platforms, public sources, experiential factors) and customer loyalty towards online food ordering devices In summary, our research highlights the significance of various individual factors, information sources, and previously identified factors in relation to customer loyalty towards online food ordering systems Therefore, we will conduct this study by testing a model and constructing relevant hypotheses into past events, social structures, and cultural practices Examples of archival materials include government records, personal letters, journals, photographs, and other primary sources.The researcher gathers data from these archives and documents and analyses them to draw conclusions This type of research can be time-consuming and requires a great deal of attention to detail, but it can be incredibly valuable in shedding new light on historical events and social phenomena The aim of using archival and documentary research techniques is to create a theoretical framework that delves into the factors influencing online food service selection by consumers and how these factors are connected However, there are drawbacks associated with this approach in our research One of these is that the secondary data accessed may not have been initially gathered for our research objectives, which can lead to problems like outdated details Furthermore, obtaining reliable secondary data sources may be restricted due to legal constraints and may entail significant expenses Additionally, the data quality may be compromised, either due to unintentional errors in data collection and analysis or biassed presentation of data, where the initial research goal is to highlight specific information that supports their conclusions However, we believe that despite its drawbacks, archival and documentary research techniques are suitable for our research Firstly, the data is cost-efficient despite the financial barriers mentioned above, as it can be easily and freely accessible online, especially government data sources Furthermore, online data can save considerable time for research teams and mitigate ethical problems that may arise when collecting primary data Secondly, this approach can present novel insights into the problems due to the wide variety of options available through accessible resources 13 DATA COLLECTION Considering the aim of the research, a combination of different methodologies is utilised, involving a qualitative approach in the initial phase of the study followed by a quantitative approach in the subsequent step In the initial stage, the authors collect data in a manner that allows them to gain profound insights into the subject and identify novel factors that impact the usage of food ordering platforms, specifically through expert opinions Thematic analysis is selected as it is a suitable and robust method for comprehending a range of experiences, thoughts, or behaviours within a dataset (Braun & Clarke, 2012) Consistent with this methodological approach, interviews are conducted, which Recker (2013) suggests is the most popular and effective strategy for comprehensively understanding a topic in practical terms In the initial stage, the authors collect data in a manner that allows them to gain profound insights into the subject and identify novel factors that impact the usage of food ordering platforms, specifically through expert opinions Thematic analysis is selected as it is a suitable and powerful method for comprehending a range of experiences, thoughts, or behaviours within a dataset (Braun & Clarke, 2012) Consistent with this methodological approach, interviews are conducted, which Recker (2013) suggests as the most popular and effective strategy for obtaining a comprehensive understanding of a topic in practical terms In the process of choosing participants, our aim is to conduct interviews with professionals specialising in consumer behaviour analysis, who may also be referred to as market researchers or consumer/marketing specialists employed by or associated with companies that offer food ordering platforms When selecting respondents, we aim to interview consumer behaviour analysts, also known as market researchers or consumer/marketing specialists working with or for firms providing food ordering platforms We utilise LinkedIn as a valuable professional social network to connect with consumer behaviour analysts who are associated with or employed by companies in the food ordering industry As researchers, we acquire a Premium plan on LinkedIn, enabling us to send messages to individuals with 14 whom we are not directly connected To find relevant responses on LinkedIn, we employ specific keywords “consumer’s decision and food ordering services” and related terms, with the criteria "people'' and location "Hanoi" Moving forward, our next course of action involves sending a personalised message in which we introduce ourselves, the research topic, the research objectives, and extend an invitation to participate in the interview Subsequently, for individuals who express their interest in being interviewed, we proceed to write emails to them In these emails, we provide a comprehensive description of the research purpose and include question lists as attachments, enabling them to prepare in advance Furthermore, we will survey students, particularly those in the vicinity of the Chua Lang area, through a Google Form questionnaire This will enable us to gather more accurate and valuable insights for food establishments and businesses located near the Chua Lang area in Hanoi According to the interview design, Questions and are related to the introduction questions aimed at learning the candidates' backgrounds Questions 3-6 are formulated to prompt spontaneous responses from participants regarding the factors that impact customer behaviour towards food ordering systems The last question will be formed as a ‘you’ view question to gain perspectives about the potential of the improvement of online food ordering services and what will need to be fixed or justified In addition to conducting interviews, our research incorporates archival and documentary research techniques in this phase to obtain secondary data The purpose is to establish a theoretical framework and identify potential factors and relationships between variables This specific technique is employed to uncover factors that may impact consumers' selection of online food services and explore their correlations The data is sourced from reliable outlets, such as government publications or verified articles, and subsequently refined for use in the subsequent phase In contrast, during the second stage, the data collection process is structured to facilitate quantification, and the analysis is carried out using statistical tools and techniques The survey method was employed in alignment with the proposed 15 research methodology This method is deemed the most suitable for the study as it involves gathering information through direct or indirect questions, allowing for observation across various groups Utilising this approach offers the advantage of establishing social patterns reliably and enabling generalisations to be made (Malhotra, Birks, & Nunan, 2017) The data was gathered through a questionnaire administered from mid-July to early August 2023 Apart from distributing the questionnaire through social networks like Facebook, we also utilise snowball sampling This approach involved encouraging their immediate social circle (first contacts) to complete the questionnaire and share it with five additional acquaintances By employing this method, the aim was to expand the survey's reach to users of food delivery platforms In terms of the questionnaire design, the authors have developed a questionnaire using the Google Forms tool to gather data Respondents are asked to tick the checkbox for all the possible answers that are most suitable for them based on the given questions In addition to collecting data on constructs, the questionnaire includes questions aimed at gathering socio-demographic information from respondents, including their frequency of food delivery platform usage The questionnaire is written in both English and Vietnamese to cater to the target population of Hanoi consumers aged 18 and above Moreover, to ensure the eligibility of participants, each respondent is verified at the beginning of the questionnaire to confirm their residence in Hanoi and their experience with online meal delivery within the previous three months Our research team uses cross-sectional data since we employ survey strategy over a short period of time between mid-July and early August of 2023 Below are questions we intend to put in the Google Forms questionnaire which would be given out to students of the Chua Lang area to gather first-hand information about the topic: 16 Research on factors affecting consumers’ decision to use online food ordering service in Hanoi (Nghiên cứu yếu tố ảnh hưởng đến định sử dụng dịch vụ đặt trực tuyến Hà Nội) ● Yes (Đã từng) ● No (Chưa từng) ● Convenience and time-saving (Tiện lợi tiết kiệm thời gian) ● Variety and wide selection (Sự đa dạng nhiều lựa chọn) ● Good service quality (Chất lượng dịch vụ tốt) ● Attractive discounts and promotions (Chính sách giảm giá khuyến hấp dẫn) ● Positive feedback and reviews from other users (Phản hồi đánh giá tích cực từ người dùng khác) ● Reliability of the service (Độ tin cậy dịch vụ) ● Other (Khác): ● Complex ordering process (Quá trình đặt hàng phức tạp) ● Unfriendly and difficult-to-use interface (Giao diện khơng thân thiện khó sử dụng) 17 ● Issues with online payment (Vấn đề toán trực tuyến) ● Delayed delivery (Sự chậm trễ giao hàng) ● Issues with product/service quality (Vấn đề chất lượng sản phẩm/dịch vụ) ● Lack of detailed information about products/services (Thiếu thông tin chi tiết sản phẩm/dịch vụ) ● Other (Khác): ● Yes (Có) ● No (Khơng) ● Maybe (Khơng chắn) ● Mobile app (Ứng dụng di động) ● Website (Trang web) ● Other (Khác): ● Interface (Giao diện) ● Payment method (Phương thức toán) ● Shipping service (Dịch vụ giao hàng) ● Price (Giá cả) 18 ● Other (Khác): 19 EXPECTED OUTCOMES Through the questionnaire using Google Forms, we seek to gather results from 100 respondents or more Given that all responses are valid and suitable, we should be able to figure out which factors are the primary factors that influence customers’ decision to use such services, which could include convenience, speed and ease of use We also expect to find that customers who frequently use online food ordering services are likely to place more importance on factors such as user interface, delivery options, and pricing By understanding these factors, we hope to provide insights that will help online food ordering services better meet the needs of their customers and attract new users 20 RESEARCH LIMITATIONS As with the majority of studies, our research proposal still cannot avoid some limitations in the topic and implementation: - Time constraints: As we had only weeks to complete this research proposal and cannot fully focus on the research due to the tests and exams of other subjects - Limited sampling techniques and statistical measurements: The small number of samples collected cannot guarantee a diverse range of target groups (only about 100 respondents expected) - Limited access to data: Due to limited financial resources, we are unable to have direct access to many research papers that are deemed to be important and related to our study Moreover, when we survey certain students in Foreign Trade University, several students not respond or respond incorrectly Therefore, it could lead to inaccurate research results 21 CONCLUSION In the current era, the online food delivery industry has become a significant contributor to the global market, generating billions of dollars in investments Its popularity mostly derives from its modernity and convenience As more and more companies, such as Baemin, Grab, etc, offer these services, maintaining customer loyalty has become a top priority Hence, this study aims to identify the factors that affect customers’ decisions to use online food ordering services in Hanoi It will help online food ordering service providers to understand their customers better and to provide a better customer experience After writing the research proposal, our team asserts that the research proposal has the potential to greatly benefit e-commerce companies and support team members in acquiring practical knowledge on the subject We are confident in the feasibility and quality of the project, given the current availability of resources and demand, as well as the high level of interest it is likely to generate among potential participants 22 REFERENCES Nicolas A., August 16, 2021 Reliability and Validity [online] Research Prospect Available at: https://www.researchprospect.com/reliability-andvalidity/ Saunders \ M., Lewis P., Thornhill A., 2019 Research Methods for Business Students New York: Pearson, 8th edition Zulkarnain Kedah, Yusof Ismail, A.K.M Ahasanul Haque & Selim Ahmed, December 2015 Key Success Factors of Online Food Ordering Services: An Empirical Study Malaysian Institute of Management, Malaysian Management Review, Vol 50 No Available at: https://www.researchgate.net/publication/291074636_Key_Success_Factors_ of_Online_Food_Ordering_Services_An_Empirical_Study#:~:text=This %20study%20examines%20the%20determinants%20of%20the %20customer,the%20research%20model%20using%20structural %20equation%20modelling%20%28SEM%29 Hong, C., Choi, H., Choi, E K., & Joung, H W., 2021 August 22 Factors affecting customer intention to use online food delivery services before and during the COVID-19 pandemic Journal of Hospitality and Tourism Management, 48, 509–518 Available at: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8443068/ Sharma N., Varshney D., December 2019 Factors affecting attitude towards Online Food Delivery Services Indian Institute of Management Rohtak, 7th Pan IIM World Management Conference Available at: https://events.rdias.ac.in/wp-content/uploads/2021/06/Factors-affectingattitude-towards-online-Food-Ordering-Services.pdf Braun V, Clarke V., 2012, Thematic analysis In: Cooper H, editor APA handbook of research methods in psychology (Vol 2), Washington DC: American Psychological Association 23 Malhotra, N.K., Birks, D.F., & Nunan, D., 2017, Marketing research: An applied approach (5th ed.), New York: Pearson 10 Nguyễn Đức Vũ, March 21, 2022 Insight gì? cách định nghĩa insight [online] Simplepage Blog Available at: https://simplepage.vn/blog/insight-lagi-3-cach-dinh-nghia-veinsight/#INSIGHT_LA_GI_VA_TAI_SAO_CHUNG_TA_LAI_CAN_TIM_I NSIGHT 11 Mai Phương, 18/02/2022 Đặt đồ ăn, thức uống online tăng cao [online] Báo Thanh Niên Available at: https://thanhnien.vn/dat-do-an-thuc-uong-onlinetang-cao-post1430785.html 12 Zulkarnain Kedah, Yusof Ismail, A.K.M Ahasanul Haque & Selim Ahmed, December 2015 Key Success Factors of Online Food Ordering Services: An Empirical Study Malaysian Institute of Management, Malaysian Management Review, Vol 50 No Available at: https://www.researchgate.net/publication/291074636_Key_Success_Factors_ of_Online_Food_Ordering_Services_An_Empirical_Study#:~:text=This %20study%20examines%20the%20determinants%20of%20the %20customer,the%20research%20model%20using%20structural %20equation%20modelling%20%28SEM%29 13 Hong, C., Choi, H., Choi, E K., & Joung, H W., August 22, 2021 Factors affecting customer intention to use online food delivery services before and during the COVID-19 pandemic Journal of Hospitality and Tourism Management, 48, 509–518 Available at: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8443068/ 14 Sharma N., Varshney D., December 2019 Factors affecting attitude towards Online Food Delivery Services Indian Institute of Management Rohtak, 7th Pan IIM World Management Conference Available at: https://events.rdias.ac.in/wp-content/uploads/2021/06/Factors-affectingattitude-towards-online-Food-Ordering-Services.pdf 15 Bhargava V., 2020 What is Service [online] Business Management Ideas Available at: https://www.businessmanagementideas.com/servicemarketing/what-is-service/20967 24 16 Christensen T., September 14 2022 What is Online Food Ordering? [online] Delighted Cooking Available at: https://www.delightedcooking.com/what-isonline-food-ordering.htm 17 Eva-Marie Meemken, Marc f Bellemare, Thomas Reardon and Carolina M Vargas (2022) Research and policy for the food-delivery revolution Available at: https://www.science.org/doi/10.1126/science.abo2182 18 Saunders M., Lewis P., Thornhill A., 2019 Research Methods for Business Students New York: Pearson, 8th edition 19 Cambridge Dictionary Available at: https://dictionary.cambridge.org/vi/dictionary/english/survey 20 Oxford Dictionary Available at: https://www.oxfordlearnersdictionaries.com/definition/english/dictionary 21 Gaille L., January 27, 2020 20 Advantages and Disadvantages of Survey Research [online] Vittana Personal Finance Blog Available at: https://vittana.org/20-advantages-and-disadvantages-of-survey-research 22 Inthong, C (2022) , https://www.mdpi.com/2071-1050/14/14/8493 25 Available at: More from: Business Research Method BRM01 Trường Đại học… 221 documents Go to course Research Proposal 13 38 Đặng Vũ Lam Mai -… Business Research… 100% (3) 94 Thực trạng sử dụng ví điện tử của… Business Research… 100% (2) Money Banking tutorial 12 Business Research… 100% (1) FILE 20211222 131119 35 Tư-tưởng-Hồ-Chí-… Business Research… Recommended for you 100% (1) Research Proposal 13 124 23 Đặng Vũ Lam Mai -… Business Research… Tieng anh a2 20cau full - Quy trình luân… Báo cáo khoa học 100% (1) KLE - BIG4 Practice TEST accounting 100% (3) 100% (2) Money Banking tutorial 12 Business Research… 100% (1)