OVERALL OF THE THESIS
INTRODUCTION
Nowadays, everyone has their jobs and they have to work full-time in offices, construction sites, factories, etc Therefore, going to the market, choosing groceries, buying them, and cooking them into meals is a difficult task, and not everyone can manage it properly Busy people are willing to pay extra to order food online, and they will be quickly delivered instead of bringing packed lunches or eating out Along with the development of the economy, consumer standards are increasing and becoming more demanding They not only want delicious food but also home delivery services. Understanding the psychology of customers, companies have introduced food ordering and delivery apps Customers just need to choose their favorite dishes and place an order, and the delivery drivers will quickly deliver the food Therefore, online food delivery application are becoming increasingly popular.
People who have worked in cities have a faster pace of life, and part of the reason is that they are too busy to go to restaurants and wait in long lines Instead, having an online food delivery app would be more convenient for them Online food delivery application have become a new and rapidly expanding industry in many regions, including both developed and developing countries Apps like Uber Eats, Deliveroo, and DoorDash in the United States; Just Eat and Deliveroo in the United Kingdom; or Ele.me and Meituan Dianping in China have quickly become major players in the food and dining service industry Similarly, the online food delivery application market in Vietnam has witnessed fierce competition among businesses providing such services, such as Shopee Food, Grab Food, Baemin, Loship, etc., to meet the increasing demands of customers According to a report by ychoc.com, the total expected revenue of Vietnam's online food delivery market in 2023 ranks fifth among Southeast Asian countries, after Indonesia, the Philippines, Thailand and Malaysia Vietnam is one of the countries with the fastest growth rate, with approximately 10 million monthly online food delivery application users These reasons are expected to drive the development of online food delivery activities in Vietnam, with an estimated annual growth rate of 17.25% in the period 2023-2027 Can Tho City is one of the large and bustling cities in the Mekong Delta region, with a high demand for online food delivery application
Therefore, research on the factors influencing customer satisfaction with the quality of online food delivery application is crucial to help online food delivery application businesses improve service quality, enhance competitiveness, and maintain sustainable development In addition, providing quality services is considered one of the important strategies for the success and sustainability of organizations (Parasuraman, Zeithaml, & Berry, 1985; Zeithaml, Bitner, & Gremler, 2009) Currently, with advancing technology
1 and increasing demand pressure, services that are of good quality and efficient play a crucial role When services are provided effectively, it will increase customer demand and build trust in using the service To achieve this goal, the author needs to understand customer psychology and identify key factors that affect customer satisfaction with the quality of online food delivery application From there, attention can be focused on developing factors that have a strong impact on attracting customer attention instead of focusing on unimportant factors And that is the reason the author chose the topic:
"Factor affecting customer’s satisfaction with service quality on the online food delivery application at Can Tho city".
OBJECTIVES OF THE STUDY
The aim of this paper is to examine the effect of of service quality on the customer satisfaction on online food delivery application as well as to determine that which dimensions of service quality makes the major contribution to overall customer satisfaction in Can Tho City
(1) Identify and analyze the factor affecting customer’s satisfaction with service quality of online food delivery application in Can Tho city viêt lại mục tiêu 1 là : Xây dựng mô hình nghiên cứu …
(2) To determine factor influencing customer satisfaction with service quality of online food delivery applications
(3) Propose managerial implications to improve the service quality of online food delivery application.
SCOPE OF STUDY
- Time: The research will be conducted over a period of 4 months, from August
2023 to December 2023 Primary data on food delivery applications and the study area, Can Tho City, will be analyzed during the 2023 period.
- Space: The research will be conducted in three central districts of Can Tho City, namely Ninh Kieu, Cai Rang, and Binh Thuy These districts are characterized by high population density and diversity.
- Research sample: Customers aged 18 and above in Can Tho City who have already experienced or are currently using online food delivery application.
- Research focus: The factor affecting customer satisfaction with service quality on online food delivery application.
STRUCTURE OF THESIS
This chapter was introducing the study which included some sections on the background of the study, problem statement, research objectives, research questions, and the significance of the study It also has been discussing the definition of the term used in this study.
In this chapter will be describing the literature reviews from the related issue and will be covered several theories regarding the effect of service quality on customer satisfaction on online food delivery application followed by previous study on dependent variable which is customer satisfaction and six independent variables that are included in this research which are reliability, tangibility, perceived price, promotion, empathy and responsiveness From this study, possibility customer’s satisfactions on food delivery service will be affected by one or all the elements in independent variables In addition, this chapter also had been covered about the conceptual framework and hypothesis.
This chapter was described in detail the approaches that are contained in this analysis of study The subsection in this chapter included data collection method, sample size, sampling techniques, variables measurement, and data analysis An online survey as questionnaire was created to collect information from the online food delivery application customer and was apply quantitative method in this study
This chapter described the findings of the research analysis based on the data that we collected The total number of 218 respondents which at Can Tho City was collected through online survey has been converted into numerical values and entered the Statistics Package for Social Science (SPSS) spreadsheet The goal of this chapter is to determine the objective and to evaluate the hypothesis This section contains appropriate data about the demographic structure of this study The information of the respondents was gender, age, monthly income, occupation, and frequency of using online food delivery application The questionnaires which have been collected were analysed and described by using Descriptive Analysis, Reliability Analysis, Pearson Correlation Analysis and Multiple Linear Regression.
Chapter 5: Conclusion and Managerial Implications
In this final chapter, a conclusion about how direct procurement affects the factor involved will be drawn In addition, this chapter will provide e-retailers with solutions to help them grow their business to meet the needs of Can Tho’s consumers With respect,limitations and suggestions will be presented in this chapter to support future studies in developing more efficient alternatives in the future.
THEORETICAL BACKGROUND
For a long time, consumer satisfaction has been significant research in marketing strategy Customer satisfaction is a crucial factor that impacts the success of online food delivery application businesses Customer satisfaction not only reflects the level of contentment with products and services but also is closely related to customer loyalty, word-of-mouth referrals, and repeat purchases Consumer satisfaction can determine customer needs and determine what is of value to customers Consumer satisfaction will help the product or service meet the excellent standard of a particular business.Customers are always the most essential element in market share and business growth (Kok & Kim, 2021) Satisfaction is an emotional or psychological response to a center, such as wishes, product, use experience, and immediately after use, after the vote, the accumulation of experience (Kumar, 2020) Satisfied customers is having a positive experience with the service quality (price, promotion, tangibility, reliability, responsiveness, and empathy) which makes customers more likely to use the app again and make similar decisions in the future (Handayani et al., 2022) According to Philip Kotler (2006), "Satisfaction is a person's feeling of pleasure or disappointment resulting from comparing a product's (or result's) perceived performance in relation to his or her expectations” Bachelet (1995) states that customer satisfaction is an emotional response of customers based on their experience with a product Customer satisfaction is the evaluation by customers of a product (goods) or service that meets their needs and expectations, which has been widely used by the Servqual five-component model (Asubonteng et al., 1996; Buttle, 1996 & Robinson, 1999) Zeithaml, Bitner & Gremler
(1996) argue that customer satisfaction is the customer's acknowledgment or agreement when the product or service meets their expectations after experiencing its use In other words, satisfaction is the level of contentment or happiness of consumers after using the service On the other hand, satisfaction can be defined as “a judgement that a product or service feature, or the product or service itself, provided (or is providing) a pleasure level of consumption-related fulfillment, including levels of under- or over-fulfillment” (Oliver, 1997).
Like the concept of service, service quality is also a concept that attracts a lot of attention and controversy There are many different definitions of what service quality is. According to Grửonroos (1988), service quality is commonly defined as a discrepancy
5 between the service quality that is delivered by the organization and the service performance that employees expect Conceptually, service quality is defined as global judgment or attitude relating to the overall excellence or superiority of the service (Parasuraman et al., 1988) Service quality is the customer's final assessment of the excellence of the service and organization providing it (Schneider & White, 2004). According to Edvardsson, Thomsson and Ovretveit (1994), service quality is a service that meets customer expectations and satisfies their needs Mohammad & Alhamadani
(2011) define service quality as "the delivery of excellent or superior service relative to customer expectations" and perceived service quality as the finding of the customer regarding the total distinction of a product or service Service quality is further been described (Parasuraman et al., 1985) as the gap between the customers’ expectation (desires and wants) of service provided and their opinion about the service encounter In this study, delivery service quality is simply defined as the process of delivering products to consumers in a way that maximally satisfies the customer's initial expectations for delivery activitie The satisfaction level of customers is strongly correlated with the quality of customer care they get since they are the ultimate consumers of a company's goods or services Hence, enterprises that depend on service providing as a major or secondary income stream must use effective approaches to precisely assess the quality of their services Furthermore, several organizations use the service quality instrument, often referred to as the service quality dimensions (Landrum et al., 2009), to assess the extent of client satisfaction and retention Parasuraman et al (1988) were the first to introduce the notion of "service quality" as a complete tool for assessing the quality of services, using input gathered from focus groups.
2.1.3 Online Food Delivery Application (OFDA)
Online food delivery application services are growing in popularity and people are more inclined to repeat again if that service can influence customer satisfaction in service quality (Koay et al., 2022) Online food delivery application refers to “the process whereby food that was ordered online is prepared and delivered to the consumer” Li et al., (2020) Online food delivery application offer various benefits to their customers including no waiting in line, no traveling for pick-up, no misunderstanding of the order which happen frequently in restaurants or phone call orders, and discounts from daily offers Online food delivery app can be defined as any food delivery transaction with monetary value that is done through mobile handheld devices, such as smartphones or personal digital assistants Academicians, marketing managers, and even retail industries are continuously engaged in the enhancement of online food delivery application, aiming to minimize the costs while maximizing the number of users Viet Nam is one of the developing countries that heavily utilizes OFDA in daily activities.
SERQUAL MODEL
The SERVQUAL scale (Parasuraman et al., 1988) is one of the most popular instruments to measure service quality Established on this instrument, a great number of published studies make use of and evaluated SERVQUAL (Al-Tamimi & Al-Amiri, 2003; Khudri
& Sultana, 2015) In this research study, SERVQUAL scale was adopted and customized to measure restaurant service quality and the relationship between service quality and customer satisfaction on online food delivery applications.
Figure 2.1 SERVQUAL model (Parasuraman et al., 1988)
LITERATURE REVIEW
Le Trung Ngoc Phat et al (2022) conducted a study on the relationship between delivery service quality and customer satisfaction and loyalty in retail e-commerce The analysis of a dataset consisting of 340 residents in Can Tho who have made online purchases revealed that factors such as operational quality, relational quality, and cost efficiency positively influence customer satisfaction, thereby enhancing long-term customer loyalty.
The research findings indicated that the operational quality factor directly contributes to customer retention However, the study had limitations in terms of the survey population, as it only focused on the business-to-consumer (B2C) transactions, omitting the relationships in business-to-business (B2B) commerce Therefore, future research should explore the impact of delivery service quality on customer satisfaction within specific product groups.
Tieu Phuong Lam (2023) conducted a research study on “ Examining the effect of logistics service quality on customer satisfaction and re-use intention” Using partial least
Service squares structural equation modeling on 810 respondents who were adult Chinese customers, this study discovered that operational, resource, information, personal contact, and customization qualities positively affect the satisfaction of logistics service customers, while customer satisfaction positively affects re-use intention The results revealed that customer satisfaction mediated the connection between the five components of LSQ and the re-use intention of logistics services This study has five limitations that need to be considered: First, this study, being solely quantitative, may lack the comprehensive understanding that can be gained through a qualitative research design. Second, in this study, a sample of customers was drawn from a single developing economy, which may not be generalizable to all economies Third, this study was restricted to customers who had shopped earlier at a specific retailer, which may have resulted in a biased sample Fourth, CS represents only a single performance variable that affects service quality and was used in the current study Fifth, the model mentioned in this study did not consider moderating variables such as demographic factors including age, sex, occupation, and monthly income Future research may consider including moderating factor variables to investigate how demographic characteristics, such as sex, age, and so on, influence perceptions of customer satisfaction or logistics service re-use intention.
Vu Le Huy et al (2020) has conducted a study on “The impact of delivery service quality on customer satisfaction and loyalty in retail e-commerce” The study aims to test the relationship between delivery service quality and customer satisfaction in retail e- commerce services and between satisfaction and customer loyalty The study analyzed data validly collected from 384 customers mainly living in the Hai Phong area The results of exploratory factor analysis and linear regression confirm that delivery service quality factors have a positive impact on customer satisfaction and customer satisfaction also has a positive impact on loyalty Customer success in retail e-commerce services. The study offers a number of implications to help retail e-commerce businesses improve customer satisfaction and create customer loyalty: research needs to be conducted with the participation of customers using e-commerce e-commerce in many other localities, need to focus more on improving the quality of delivery services and pay attention to training delivery staff and call center staff to have an attitude of providing service better service and communication with customers.
Baum et al (2023) has conducted a study on “Service quality of online food delivery mobile application: An examination of the spillover effect of mobile app satisfaction on food satisfaction" This study drew on the mSERVQUAL model and spillover theory to examine the mechanism through which food-ordering mobile app service quality influences users’ mobile app satisfaction Online surveys were completed by 1,000 customers who used a foodordering mobile app to order fast food on the day they completed the online survey Structural equation modelling was then used to examine the proposed mechanism Results showed that the effects of food-ordering mobile app service quality on customer satisfaction (i.e., mobile app satisfaction and food satisfaction) and repurchase intention varied widely across service quality dimensions. Mobile app service quality had significant spillover effects on food satisfaction and repurchase intention
Ahmad A Al-Tit (2015) conducted a research study on “The effect of service and food quality on customer satisfaction and hence customer retention” The aim of this study was to investigate the relationships between service quality, food quality, customer satisfaction and customer retention in limited service restaurants in Jordan A questionnaire-based survey was distributed to 400 students served at 10 limited service restaurants in the neighbourhood of universities in Amman, the capital city of Jordan. Service quality was measured in terms of SERVQUAL attributes The findings showed that service quality and food quality have a positive influence on customer satisfaction In addition, service quality dimensions besides customer satisfaction have a positive influence on customer retention The practical implications of this study are founded on the fact that limited service restaurants in the neighbourhood of universities should realize the critical role of service and food quality in satisfying their customers as an antecedent of their retention This study is original as it examines the relationships between service and food quality and customer satisfaction and retention in a specific type of restaurants in Jordan.
Anis Zulaikha Binti Rosli (2023) conducted a research study on “ The effect of service quality on customer satisfaction in online food delivery service among Malaysian generation Z This study is to determine the relationship between the service quality dimension which are tangibility, reliability, responsiveness, assurance, and empathy with customer satisfaction in online food delivery service among Malaysian generation Z An online questionnaire was distributed through social media to users of online food delivery service among generation Z with selected age of 18-26 years old The number of sample size is 150 and this study used non-probability sample and purposive sampling techniques The result obtained and showing that the relationship between all the dimensions of service quality is significant on customer satisfaction in online food delivery service among generation Z
Daffa Hafizh Ananda (2022) conducted a research study on “The influence of price, service quality and trust on online transportation towards consumer satisfaction” The purpose of this study is to find out how much influence service quality, price, and trust have on customer satisfaction on Go-car Protect + online transportation in Indonesia The research method used in this study is a quantitative method with causal analysis techniques Data collection techniques used through primary data with questionnaires. The sample taken in this study was 390 users of the Go- Car protect online transportation service in Indonesia The results of this study resulted in the finding that service quality, price and trust had a partial and simultaneous positive effect on customer satisfaction.The limitations identified during this study are focuses on finding out how service quality, price and trust and the choice of research subjects is not diverse Further researchers are advised to add other additional variables that can influence consumer satisfaction to be even better, conduct research with a wider sample of respondents to get more accurate results and conduct research using indicators and references from different and up-to-date sources and recommended for further research to be able to choose more diverse research objects, such as competitors from Gocar protect or other similar businesses or services
Cantyka Trisand, Doni Putra Utama (2022) conducted a research study on “The influence of service quality and price on customer satisfaction on Gojek users at Batam State Polytechnic” This study aims to examine the extent to which service quality and price influence customer satisfaction on Gojek users in Batam Polytechnic State The population of this research is active students majoring in Managerial Accounting, Applied Business Administration, and International Trade Logistics for the 2018 and
2020 class of employees at the Batam State Polytechnic The total respondents are 100 students This study uses a quantitative approach and data collection methods through surveys by distributing questionnaires through Google Form The results of this study prove that service quality has a significant positive effect on customer satisfaction, Price has a significant positive effect on customer satisfaction, and Service quality and price have a significant positive effect on customer satisfaction Further research, it is suggested to other researchers to be able to examine other factors that influence Customer Satisfaction on Gojek users
Sengazhani Murugesan Vadivel et al (2023) conducted a research study on “Infuences of Indian postal service quality factors on customer satisfaction amidst Covid-19 pandemic: an empirical study” This research intends to examine the Service Quality(SQ) factors in mail service operations conducted at NSH offices Data were collected from a sample of 296 respondents of the Indian postal customers With the use of R programming, the fndings are examined by structural equation modelling (SEM) analysis. The fndings show that there is a signifcant impact of service quality factors on customer satisfaction during the COVID-19 The research results indicate that India post service has taking necessary steps to enhance the service quality factors.
Bỏ cột cuối trong bảng, làm cho bảng gọn lại.
Tách thành 2 bảng tỏng và ngoài nước tuuơng ứng với nội dung trình bày phái trên.
5-point, Likert scale, EFA, CFA, SEM
-Relationship quality has the biggest influence on customer satisfaction out of the three variables.
-The operational quality factor alone also directly affects customers' ability to continue shopping in the long run.
2 Vu Le Huy et al (2020)
5-point Likert scale EFA, MLR
The delivery service quality factors have a positive impact on customer satisfaction and customer satisfaction also has a positive impact on loyalty.
Reliability, Responsiveness, Empathy, Tangibility, Food Quality, Menu, Assurance
The findings suggested that more the quality of service, more the customer satisfaction and there is a significant and positive relationship exists between service quality and customer satisfaction in restaurants
Reliability, Responsiveness, Empathy, Tangibility, Food Quality, Assurance
5-point Likert scale EFA, MLR
That service quality and food quality have a positive influence on customer satisfaction.
Reliability, Responsiveness, Empathy, Tangibility, Assurance
6-point ikert scale EFA, MLR
The relationship between all the dimensions of service quality is significant on customer satisfaction in online food delivery service among generation Z.
EFA, MLR The service quality, price and trust had a partial and simultaneous positive effect on customer satisfaction.
EFA, MLR Research results indicate that the service quality and price have a significant positive effect on customer satisfaction.
Core Service, Human aspects, Systemization, Tangible, Responsibility
The findings show that there is a significant impact of service quality factors on customer satisfaction
Table 2.1 Overview of earlier foreign research articles
HYPOTHSIS AND RESEARCH MODEL
Reliability is defined as “the ability to perform the promised service dependably and accurately” or “delivering on its promises” (Fourie, 2015) The reliability of a service may be measured by how well the supplier responds to client complaints and how consistently they provide the expected outcomes (Siti Zaleha et al., 2018) The reliability of the application must originate from several levels of perception, such as the product presentation, the availability of the product, and the convenience of using the application (Verma, 2020) When discussing of OFDA, the concept of reliability can be show on the ability of deliverymen to carry out the services that have been promised in an accurate and comprehensive approach (Kian Yeik et al., 2022) Consumers are more likely to trust a business that provides good service because it is reliable, which in turn increases levels of customer satisfaction (Saad, 2020) For the food & beverage industry, reliability can be interpreted to mean fresh food delivered at the correct temperature and accurately the first time (Andaleeb & Conway, 2006) Researchers have established a favourable relationship between reliability and customer satisfaction in the service industry (Kian Yeik et al., 2022).
H1: Reliability has a positively influences on consumer satisfaction
Tangibility is the appearance of physical facilities such as the equipment, employees, and written information (Sahak et al., 2018) The three elements of tangible of service quality are offline, online, and mobile (Yunji & Armstrong, 2020) Tangibles are used by firms to convey animage and signal quality It interprets to the restaurant’s interiors, the appearance and condition of the cutlery, tableware, and uniform of the staff, the appearance and design of the menu, restaurant signage and advertisements (Fourie,
2015) The previous studies mention that the dimension ‘tangibility' evaluated the restaurants physical features and layout’s utility which would influence the perception quality For example, the consumer would examine the cleanliness of the floor, the smell of the air, arrangement of the table and much more which contribute to the persecution of service quality (Sahak et al., 2019) In the aspect of online tangible, app designed, or websites has aesthetic indicate visual attractiveness (Yunji & Armstrong, 2020) Besides
13 that, ease of use of app or Websites It refers to the customer ability to utilize a userfriendly Web interface (Yunji & Armstrong, 2020) Another factor is customer notice that the delivery people with proper uniform and packaging of food is importance (Parab et al., 2022).
H2: Tangible elements has a positively influences on consumer satisfaction
Price always plays an important role and determines the choice of product or service Al-msallam (2015) indicated the price is an essential factor in generating customer satisfaction because customers always evaluate the value of services based on their prices Martın-Consuegra et al (2003) showed that perceived price is directly affected by consumer satisfaction judgment At the same time, perceived price fairness indirectly affects price acceptance through customer loyalty Susanti (2019) stated that price is an essential factor in determining customer satisfaction because all consumers evaluate the value of the service received at the price they paid As a result, perceived unfair prices may lead to brand abandonment and brand switching. Rothenberger's (2015) research shows that perceived price airness is an effective way to evaluate consumer satisfaction and increase customer loyalty
H3: Perceived price has a positively influences on consumer satisfaction
Promotion is marketing communication tools used to stimulate revenue Promotions activities also can influence consumers to change brands, increase purchases and overspending Pi & Huang (2011) research found that promotion can maintain customer loyalty by improving consumer satisfaction, trust and commitment The research results of Alipour et al (2018) showed that appropriate promotional activities have a significant impact on consumer satisfaction Nakarmi's (2018) research shows that customers are too satisfied with price discounts, coupons, free samples and "buy one get one free" Therefore, promotional practices will improve sales by influencing kconsumers' purchase behaviour
H4: Promotion has a positively influences on consumer satisfaction
Empathy is defined as the “caring, individualized attention the firm provides its customer(Zeithaml et al., 2006) in Fourie, 2015) Empathy defined as providing individualized care to each consumer (Park & Kim, 2022) Empathy is all about treating the customer that he is unique and special smaller companies can especially succeed in this over larger companies as well as industries that focus on building a relationship with their customers.(Andaleeb & Conway, 2006) Empathy is defined as personalised attention provides to the customers (Ramya et al., 2019) This includes ensuring that employees provide individual attention to customers, that operation time are convenient for all customers, that employees are compassionate to customer problems, and that customers' best interests are prioritised (Sahak et al., 2019) Individual attention towards each customer is a necessary attitude in some countries around the world (Kobiruzzaman, 2020) This element wants to describe the idea that customers are unique and special to the company by providing individualised or personalised services (Ramya et al., 2019)
H5: Empathy has a positively influences on consumer satisfaction
Responsiveness “is the willingness to help customers and provide prompt service” (Harr,
2008) Responsiveness is the service provider's or workers' willingness to meet consumer needs (Sahak et al., 2019) Responsiveness relates to the punctually dealing with customers’ request, complaints, and questions The responsiveness of a service provider or its employees is evaluated by their ability to react to a customer's service demand (Sahak et al., 2019) The time duration customers may wait for an answer or solution will determine responsiveness To simplify, customer’s issues are resolved as fast as possible due to responsiveness by providing anticipated information or changing products (Kobiruzzaman, 2020) The responsiveness conditions can be improved by constantly observing the process of service delivery and employees' attitudes toward customers ’ requests (Ramya et al., 2019)
H6: Responsiveness has a positively influences on consumer satisfaction
This research article synthesizes and adjusts certain points from previous studies to align with the field and research objectives of the topic Specifically, the satisfaction measures will be compiled by the research team from the reviewed studies and propose factors that are relevant to the research field of higher education and achieve the expected research outcomes Additionally, through the literature review, the research team aims to verify customer satisfaction with the service quality of online food delivery applications As a result, the study proposes a research model as shown in Figure 2.2.
Customer Satisfaction with Service Quality
Figure 2.2 The research model of factors influencing satisfaction with the service quality of online food delivery applications.
DATA COLLECTION AND RESEARCH METHODOLOGY
DATA COLLECTION METHOD
The sample consists of customers who are currently using online food delivery applications in Can Tho City, with varying genders, occupations, incomes, educational backgrounds, etc According to Hair et al (2010), in factor analysis, the minimum number of observations should be at least five times the number of observed variables In the research model, there are 33 observed variables Therefore, the minimum required sample size is n = 5x33 = 165 The author chose a sample size of 218 for the formal study, which is considered large enough to meet the requirements and account for potential cases of non-standard or excluded samples Next, the author will process the data using SPSS, which includes the following steps: descriptive statistics, running Cronbach's Alpha, running EFA to test the convergence and discriminant validity of the component variables Subsequently, correlation analysis, ANOVA, and regression analysis will be performed.
The secondary data for the research topic is primarily collected from websites or social media platforms of the applications, the electronic portal of Can Tho City, relevant reports, and studies on customer satisfaction with the service quality of online food delivery applications.
DATA ANALYSIS METHOD
After the primary data and secondary data are collected, all data will be screened to remove poor quality observations, junk variables (inconsistent), and missing data (missing value), data are imported are re-encoded accordingly before being analyzed. Following are the data analysis methods applied in this study:
The frequency analysis method is one of the descriptive statistical tools used to describe and understand the distributional properties of certain raw data samples In this research scope, the method of frequency analysis is used to measure both quantitative and qualitative variables in the form of counting occurrences, to simulate a number of variables related to the demographic characteristics of simulated subjects’ issues such as gender, education level, age, income, occupation.
It is a set of measurements methods, describing and presenting data collected from the survey.
Average value (Mean, Average): Equals the sum of all values of the observed variable divided by the number of observations.
Median number: Is the value of the middle variables of a series of numbers sorted in ascending or descending order The median divides the sequence into 2 parts, each with an equal number of observations
Variance: Is the average between the square of deviations between the variables and the mean of those variables.
Standard deviation: Is the square root of the variance.
Cronbach's Alpha test is used to evaluate the reliability of groups of factors and each small variable within that group of factors to avoid the case that garbage variables can produce dummy factors.
Observed variables must have an item-total correlation greater than 0.3 If there is a variable with total correlation system less than 0.3 in Cronbach's Alpha analysis, it will be rejected (Nunnally & Burnstein, 1994) At the same time Cronbach's Alpha coefficients of factor groups must be between 0.6 and 1.0 (Peterson, 1994).
This method is used to divide the independent variables into groups with similar properties and characteristics Factor analysis is the generic name of a group of procedures that are mainly used to miniature and summarize data.
Barlett's test of sphericity is a statistical measure used to examine hypotheses that variables are not correlated in population with the following hypothesis:
If the p value < a, hypothesis is rejected and if the p value > a, hypothesis is accepted.
Correlation matrix (Correlation matrix): Shows the correlation coefficient between all pairs of variables in the analysis Theoretically, the correlation coefficient is normally above 0.7, the variables have a very high correlation with each other In practice, however, the standard 0.7 is too high and the number of standards is not actually met. Therefore in practice a study specifically for exploration purposes will use a lower level with a correlation coefficient of 0.5.
Communality: Is the amount of variation of a variable explained together with other variables considered in the analysis This is the variation explained by the general factors.Eigenvalue: Represents the variation explained for each factor With this criterion, only fators with Eigenvalue ≥ 1 are kept in the analytical model.
Total Variance Explained ≥ 50% shows that the EFA model is suitable Considering the variation as 100% this value represent how much % of the extracted fators are condensed and how many % of the observed variables are lost
Factor loading: is the correlation coefficients between variables and factors.
Factor matrix: Contains factor load coefficients of the variables for the factors
Factor scores: Synthesis is estimated for each observation on the factors drawn, also known as multiplier scores
Kaise-Meyer-Olkin (KMO): is the index used to consider the appropriateness of factor analysis, 0.5 0.5 It also indicates that the observed variables converge and differentiate well when extracting the 6 factor groups from the 28 observed variables The factors do not exhibit cross-loading among the observed variables Additionally, each factor has closely correlated observed variables, demonstrating that the observed variables in the overall dataset are correlated with each other, and the EFA analysis is appropriate.
According to the analysis results, the KMO (Kaiser-Meyer-Olkin) measure has a value of 0.862, which falls within the appropriate range of 0.5 to 1.0, indicating that the EFA for the dependent variables is suitable for real data The significance value (Sig.) of the Bartlett's test is 0.000, indicating that the variables are significantly correlated with each other within the overall population The eigenvalue of the factor group is 3.328, which is greater than 1, indicating that this factor group effectively captures the information from the 5 observed variables included in the EFA The extracted variance of the EFA is 66.550%, which is greater than 50%, indicating that the extracted factors are consistent with the research model and account for 66.550% of the data's variability.
Table 5.11: Results of the exploratory factor analysis (EFA) for dependent variables.
The results of the EFA for the dependent variables presented in Table 5.11 show that all observed variables meet the criteria, with factor loadings > 0.5 It also indicates that the observed variables converge and differentiate well when extracting the 1 factor group from the 5 observed variables The factor does not exhibit cross-loading among the observed variables Additionally, the factor has closely correlated observed variables,demonstrating that the observed variables in the overall dataset are correlated with each other, and the EFA analysis is appropriate.
REGRESSION ANALYSIS
Based on the results of correlation analysis (Pearson) in Table 5.12, we can observe that the 6 independent variables RL, TN, PP, PO, EP, RS are significantly and positively correlated with the dependent variable SA, with correlation coefficients ranging from 0.450 to 0.575, and all correlation coefficients are statistically significant Additionally, all correlation coefficients have positive values, indicating a strong positive relationship between the variable pairs, and all Sig values are 0.000, indicating a significant correlation between the independent variables and the dependent variable The Pearson correlation analysis results show a statistically significant correlation between the independent variables and the dependent variable, suggesting their suitability for inclusion in the model.
SA RL TN PP PO EP RS
Table 5.12: Results of correlation analysis (Pearson)
Note: (**) correlation at a significance level of 1%,
(*) correlation at a significance level of 5%.
Legend: (RL) Reliability, (TN) Tangibles, (PP) Perceived Price, (PO) Promotion, (EP)
Empathy, (RS) Responsiveness, (SA) Satisfaction
5.6.2.1 Evaluate the model's explanatory ability
The results presented in table 5.14 show that Adjusted R Square is 0.563, which means that the independent variables of the model can explain 56.3% of the variation of the dependent variable, the remaining 43.7% explained by factors other than the model and by random error.
The Durbin-Watson test was performed with a coefficient of 1.606 in the range of 1.5 to 2.5, so the results do not violate the assumption of first-order serial autocorrelation
Std Error of the Estimate
Table 5.13 Model Summary Source: Survey result SPSS, 2023
In the table it can be seen that the Sig value is 0.000 < 0.005 Thus, the independent variables are linearly correlated with the dependent variable From there, the author concludes that the model is consistent with actual data and can be generalized to the whole.
Table 5.14 ANOVASource: Survey result SPSS, 2023
Multicollinearity: VIF coefficient < 10, showing that there is no multicollinearity phenomenon between independent variables, so these variables will be retained for use in the model.
Table 5.15 The standardized regression coefficient
Note: (RL) Reliability, (TN) Tangibles, (PP) Perceived Price, (PO) Promotion, (EP) Empathy, (RS) Responsiveness.
Sample regression equation with standardized ꞵ coefficient without eliminating insignificant variables:
SA = 0,259*RL + 0,155*TN + 0,165*PP + 0,181*PO + 0,137*EP + 0,184*RS
Based on the standardized ꞵ coefficient and the level of statistical significance of each independent variable in table 4.16, we can confirm the relationship of the independent variables with the dependent variable, the following result are obtained:
Hypothesis H1: Reliability has a positive impact on Satisfaction on service quality of online food delivery applications in Can Tho city Regression coefficient ꞵ1 = 0.259;
49 with Sig = 0.000 < 0.05 We conclude that hypothesis H1 is accepted, meaning that increasing these factor will increase the service quality of customer's satisfation.
Hypothesis H2: Tangibles has a positive impact on satisfaction with service quality of online food delivery applications in Can Tho city Regression coefficient ꞵ2 = 0.155; with Sig = 0.002 < 0.05 We conclude that hypothesis H2 is accepted, meaning that increasing these factor will increase the service quality of customer's satisfation.
Hypothesis H3: Perceived Price has a positive impact on satisfaction with service quality of online food delivery applications in Can Tho city Regression coefficient ꞵ3 = 0.165; with Sig = 0.005 < 0.05 We conclude that hypothesis H3 is accepted, meaning that increasing these factor will increase the service quality of customer's satisfation.
Hypothesis H4: Promotion has a positive impact on satisfaction with service quality of online food delivery applications in Can Tho city Regression coefficient ꞵ4 = 0.181; with Sig = 0.002 < 0.05 We conclude that hypothesis H4 is accepted, meaning that increasing these factor will increase the service quality of customer's satisfation.
Hypothesis H5: Empathy has a positive impact on satisfaction with service quality of online food delivery applications in Can Tho city Regression coefficient ꞵ5 = 0.137; with Sig = 0.012 > 0.05 However, this contradicts the original expectations of the authors, so this hypothesis is not statistically significant.
Hypothesis H6: Responsiveness has a positive impact on satisfaction service quality of online food delivery applications in Can Tho city Regression coefficient ꞵ6 0.184; with Sig = 0.001 < 0.05 We conclude that hypothesis H6 is accepted, meaning that increasing these factor will increase the service quality of customer's satisfation.
From the result of the regression analysis show that there are only 5 factors affecting Satisfaction on the service quality of the online food delivery application at Can Tho city, including: Reliability, Tangibles, Perceived Price, Promotion, Responsiveness.
The factor "Reliability" has a positive impact on the satisfaction with service quality of online food delivery applications (due to the positive ꞵ coefficient) This result shows the service quality of electronic applications in general and the service of online food delivery applications in particular When customers trust the ability to deliver goods accurately and safely the first time, they will feel satisfied with the application's service.Therefore, the higher Reliability customers have, the higher Satisfaction they will have about the service quality of the online food delivery application.
The factor "Responsiveness" has a positive impact on the satisfaction with service quality of online food delivery applications (due to the positive ꞵ coefficient) Customers often want to receive their orders quickly and deliciously, which will make them feel satisfied Besides, the application needs to improve its responsiveness by optimizing the delivery process, and shipping service providers, as well as collecting and responding to customer feedback will lead to higher customer satisfaction with the service quality of the application
The factor "Promotion" has a positive impact on the satisfaction with service quality of online food delivery applications (due to the positive ꞵ coefficient) To improve customer satisfaction, the application should also focus on providing attractive promotions and incentives to customers, it can help to save cost and increasing their satisfaction with the application.
The factor "Perceived Price" has a positive impact on the satisfaction with service quality of online food delivery applications (due to the positive ꞵ coefficient) Customers often tend to choose applications with reasonable prices and low delivery fees that suit their budget Therefore, affordable prices will help customers save costs and increase satisfaction with the service.
The factor "Tangibles" has a positive impact on the satisfaction with service quality of online food delivery applications (due to the positive ꞵ coefficient) When the application's interface is good, it will help customers easily search, order and track orders conveniently These factors will come across as friendly, approachable, and trust for customers, and encourage them to use the application more, leading to higher satisfaction with the application By improving tangibles, online food delivery applications can increase customer trust, while enhance credibility and maintain relationship between app and customer.
MANAGEMENT IMLICATIONS AND CONCLUSIONS
CONCLUSIONS
Based on the results of the research produced in the previous discussion, several conclusions can be drawn The overall objective of the study was determined, and the results of data collection were analysed The relationship between the variable of service quality (reliability, tangibility, perceived price, promotion and responsiveness) and customer satisfaction in online food delivery application at Can Tho City were investigated in this report There is one variable that was mentioned in the model but during the research process proved to have a negative impact on satisfaction: empathy. The research framework was developed using the literature that was evaluated
Based on the theory and some research and evaluation model service quality (SERVQUAL) The intuedeling factors includes (reliability, tangibility, perceived price, promotion and responsiveness, empathy), the author performed this study with 218 respondents are customers who have used the service of an online food delivery application in Can Tho city.
The study used methods through reliability test analysis Cronbach's Alpha, exploratory factor analysis (EFA), ANOVA analysis and regression analysis to show a significant relationship between variables service quality (reliability, tangibility, perceived price,promotion and responsiveness) and customer satisfaction with online food delivery application in Can Tho city The practical consequence is that service providers must provide services of appropriate quality, such as paying attention to price and customer care, providing feedback and responsive service, combined with the delivery is fast In addition, it is essential to maintain customer trust by providing customer comfort,satisfaction and providing excellent and responsible service.
IMPLICATIONS
The author suggests some management implications based on the study's findings in an effort to improve customer satisfaction with the service quality of online food delivery applications in Can Tho City The author offers a number of solutions pertaining to factors that positively impact satisfaction, also listed in order from high to low:Reliability, Responsiveness, Promotion, Perceived Price, Tangibles These suggestions are based on the findings of descriptive statistics and responses from respondents One variable, empathy, was included in the model but was found to have no effect on satisfaction during the research process.
This shows the importance of paying attention to client satisfaction with the service quality of online applications for both business people in general and the online application industry in particular The author suggests the following management implications based on the analysis above:
Reliability: If you want to leave an impression and earn customers' trust, it is imperative to honor the promise to deliver the correct goods on time the first time an order is placed. Additionally, in order for consumers to monitor and schedule work as well as a convenient time for items to be received, it is imperative that the shipping process be updated accurately and continually.
Responsiveness: The delivery crew must be nimble when handling urgent orders; the process of delivery must be swift, orderly, careful, and guarantee that the goods are safe; the staff must be able to accommodate requests for modifying delivery times without involving multiple parties.
Promotion and Perceived Price: need to coordinate with the delivery unit to build a reasonable delivery cost, as well as diversify forms of incentives such as free or reduced delivery costs and at the same time implement programs Promotions for groups of students, office workers and large families to express gratitude to customers, attract and maintain customer relationships In particular, business units need to support and pay costs incurred when delivering goods to their loyal customers.
Tangibles: The logo design of the application and the uniform of the food delivery shipper must be consistent and eye-catching so that customers can easily remember and distinguish it from other food delivery applications, fully equipped with tools as well asNecessary means for delivery More specifically, businesses need to encourage employees to wear uniforms when delivering goods to show professionalism Not only that, training delivery staff to be agile and careful in each step of delivery is necessary.
LIMITATIONS AND FUTURE RESEARCH SUGGESTION
As with any research, this study is not free from limitations.
First, the research only stopped at surveying the 3 central districts of Can Tho City including: Cai Rang, Ninh Kieu and Binh Thuy, so limiting the applicability of broader studies and may be differences in measurement scales when researching in other cities
Futhermore, this research being solely quantitative and has certain limitations surrounding survey-based data collection, lack the comprehensive understanding that can be gained through a qualitative research design.
Additionally, this study focuses on only these six independent variables Specific as reliability, tangibility, perceived price, promotion and responsiveness and simultaneous effect on consumer satisfaction And finally, this research only chooses Online Food Delivery Application as its research subject
From the limitations mentioned above, the author has made some suggestions for the following research such as:
The future research is needed for other regions or general research across the entire territory of Vietnam This is intended to expand the scope of the study inorder to gain better and comprehensive research.
Next, can be performed using alternative methodological techniques, such as a mixed- method or qualitative approach The reason is some respondents just choose any option while answering the questionnaire Because, face-to-face interviews typically generate more accurate information for the researcher than questionnaires
In addition, further researchers are advised to add other additional variables that can influence consumer satisfaction to be even better, conduct research with a wider sample of respondents to get more accurate results and conduct research using indicators and references from different and up-to-date sources
Finally, it is recommended for further research to be able to choose more diverse research objects, such as other similar businesses or services.
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Tôi là Dương Thúy Ngọc là sinh viên ngành Kinh doanh Quốc tế (Chương trình chất lượng cao) của Trường Kinh tế, Trường Đại học Cần Thơ Tôi đang thực hiện một nghiên cứu với đề tài là “Các yếu tố ảnh hưởng đến sự hài lòng của khách hàng về chất lượng dịch vụ của ứng dụng giao đồ ăn trực tuyến tại thành phố Cần Thơ” Tất cả các câu trả lời của anh chị đã hoàn thành có giá trị đến nghiên cứu của tôi Xin chân thành cảm ơn anh chị đã hoàn thành phiếu điều tra này Tôi xin cam đoan tất cả các thông tin của anh chị sẽ được bảo mật hoàn toàn, chỉ phục vụ cho mục đích nghiên cứu!
PHẦN 1: CÂU HỎI SÀNG LỌC
Q1 Anh/ Chị đã từng đặt hàng trên ứng dụng giao đồ ăn chưa? (Ví dụ: Shoppe Food, Baemin, Grab Food)
Chưa từng (dừng khảo sát )
Q2 Anh/ Chị có đang sinh sống và làm việc tại Thành phố Cần Thơ không?
Các yếu tố ảnh hưởng đến sự hài lòng của khách hàng về chất lượng dịch vụ của ứng dụng giao đồ ăn trực tuyến tại thành phố Cần Thơ
Q1 Anh/ Chị hay đặt hàng trên ứng dụng nào?
Khác (Vui lòng nêu rõ):
Q2 Anh/ Chị thích đặt hàng vào thời gian nào?
Khác (Vui lòng nêu rõ):
Q3 Anh/ Chị có thường xuyên đặt hàng trên ứng dụng giao đồ ăn không?
Không thường xuyên ( 1-3 lần/ tuần)
Khá thường xuyên ( 3-5 lần/tuần )
Thường xuyên ( trên 5 lần/tuần )
Q4 Lý do anh/chị đặt hàng trên ứng dụng giao đồ ăn?
Không có thời gian đi mua đồ ăn cho mình
Tránh xếp hàng chờ đợi
Khác (Vui lòng nêu rõ):
Q5 Trung bình anh/chị chi bao nhiêu tiền khi đặt hàng trên ứng dụng giao đồ ăn?
Q6 Anh/ Chị gặp phải vấn đề gì khi đặt hàng trên ứng dụng giao đồ ăn?
Phí giao hàng đắt quá
Khó tìm người giao hàng
Thời gian chờ đợi lâu để giao đồ ăn
Thái độ phục vụ của nhân viên giao hàng
Khác (Vui lòng nêu rõ):
PHẦN 3: CÁC YẾU TỐ TÁC ĐỘNG ĐẾN SỰ HÀI LÒNG CỦA KHÁCH HÀNG VỀ CHẤT LƯỢNG DỊCH VỤ CỦA ỨNG DỤNG GIAO ĐỒ ĂN TRỰC TUYẾN
Xin Anh/ Chị vui lòng cho biết suy nghĩ của mình về những nhận định dưới đây bằng cách đánh dấu X vào những điểm số phù hợp, với ý nghĩa là: 1 - Hoàn toàn không đồng ý; 2 - Không đồng ý; 3 - Không có ý kiến; 4 - Đồng ý; 5 - Hoàn toàn đồng ý.
1 Ứng dụng bảo đảm chính xác về thời gian giao
2 Ứng dụng bảo mật thông tin của khách hàng
3 Ứng dụng thực hiện đúng cam kết với khách hàng
4 Ứng dụng giao đúng sản phẩm
Yếu tố hữu hình (TN)
5 Các trang web của ứng dụng được bố trí bắt mắt, đa dạng
6 Đồng phục của nhân viên gọn gàng khi giao hàng
7 Phong cách làm việc của nhân viên giao hàng chuyên nghiệp
8 Nhân viên giao hàng chuẩn bị đầy đủ xe máy, điện thoại, hộp đựng khi giao hàng
9 Ứng dụng cung cấp dịch vụ tốt có nhiều đồ ăn để lựa chọn
10 Có ứng dụng công nghệ hiện đại để xem quá trình vận chuyển
Cảm nhận về giả cả (PP)
11 Sử dụng ứng dụng giúp tôi tiết kiệm tiền
12 Ứng dụng cung cấp các giao dịch rẻ
13 Ứng dụng có những giảm giá, ưu đãi cho người dùng
14 Tôi cảm thấy dịch vụ mà ứng dụng mang lại có giá trị hơn với số tiền tôi bỏ ra
15 Tôi cảm thấy vui vì ứng dụng không có phí giao đồ ăn
16 Ứng dụng tổ chức nhiều chương trình khuyến mãi cho khách hàng tham gia
17 Ứng dụng có chương trình tích điểm cho người dùng
18 Khách hàng là thành viên sẽ được nhiều ưu đãi hơn
19 Khuyến mãi, giảm giá rất quan trọng với tôi khi đặt món ăn trực tuyến
20 Khảo sát trực tuyến nhu cầu của khách hàng
21 Nhân viên giao hàng tận tình chu đáo với từng khách hàng
22 Nhân viên giao hàng hiểu rõ yêu cầu riêng của khách hàng
23 Nhân viên giao hàng chủ động liên hệ khi gặp sự cố
Khả năng đáp ứng (RS)
24 Nhân viên giao hàng đúng giờ và nhanh chóng
25 Nhân viên giao hàng sẵn sàng hỗ trợ các đơn hàng hỏa tốc
26 Nhân viên giao hàng lịch sự, tôn trọng khách hàng
27 Nhân viên sẵn sàng xử lí việc đổi trả của khách hàng
28 Tôi hài lòng khi nhân viên giao hàng gọi cho tôi để xác nhận
29 Tôi hài lòng khi ứng dụng đáp ứng được yêu
30 Tôi hài lòng với sự tiện ích mà ứng dụng mang lại
31 Tôi nghĩ sử dụng ứng dụng là việc đúng đắn
32 Tôi hài lòng với các tính năng hiện đại của ứng dụng
33 Tôi đã có những trải nghiệm tốt trong quá trình sử dụng ứng dụng
PHẦN 4: THÔNG TIN ĐÁP VIÊN
Họ và tên đáp viên: Email/SĐT đáp viên:
Q1 Anh/Chị vui lòng cho biết giới tính của Anh/Chị ?
Q2 Anh/Chị vui lòng cho biết độ tuổi của Anh/Chị?
Q3 Anh/ Chị hiện đang lưu trú tại quận nào thuộc Thành phố Cần Thơ?
Q4 Anh/Chị vui lòng cho biết nghề nghiệp hiện tại của Anh/Chị?
Cán bộ công viên chức
Q5 Anh/Chị vui lòng cho biết mức thu nhập trung bình hàng tháng của Anh/ Chị?
Q6 Anh/Chị vui lòng cho biết trình độ học vấn cao nhất của Anh/ Chị?
Chân thành cảm ơn sự giúp đỡ của Anh/Chị!
RESULT OF EXPLORATORY FACTOR ANALYSIS (EFA)
Kaiser-Meyer-Olkin Measure of Sampling Adequacy .871
Component Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings
Total % of Variance Cumulative % Total % of Variance Cumulative % Total
Extraction Method: Principal Component Analysis.
Extraction Method: Principal Component Analysis
Rotation Method: Varimax with Kaiser Normalization. a Rotation converged in 6 iterations.
2.2 Result of EFA for dependent variables
Kaiser-Meyer-Olkin Measure of Sampling Adequacy .862
Component Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of Variance Cumulative % Total % of Variance Cumulative %
Extraction Method: Principal Component Analysis.
Matrix a a Only one component was extracted The solution cannot be rotated.
3 RESULT OF CORRELATION ANALYSIS PEARSON
SA RP TN PP PO EP RS
** Correlation is significant at the 0.01 level (2-tailed).
4 RESULT OF MULTIPLE LINEAR REGRESSION MODELS (MLR)
PP, PO b Enter a Dependent Variable: SA b All requested variables entered.
Std Error of the Estimate
1 758 a 575 563 62942 1.606 a Predictors: (Constant), RS, EP, RP, TN, PP, PO b Dependent Variable: SA
Model Sum of Squares df Mean Square F Sig.
Total 196.528 217 a Dependent Variable: SA b Predictors: (Constant), RS, EP, RP, TN, PP, PO
B Std Error Beta Tolerance VIF
Model Dimension Eigenvalue Condition Index Variance Proportions
(Constant) RP TN PP PO
Minimum Maximum Mean Std Deviation N
Std Residual -3.018 3.307 000 986 218 a Dependent Variable: SA