Food delivery applications in Thailand : the role of user experience in customer loyalty | |
| Author | Saint-Félix, Mélyssa |
| Call Number | AIT RSPR no.SM-22-05 |
| Subject(s) | Food industry and trade--Thailand Food service management--Thailand Customer satifaction |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | As food delivery apps (FDAs) have proliferated in the past few years, more and more research has been investigating the key components involved in customer satisfaction in such applications. However, too little insight has been explored in the emerging context of FDAs of Thailand so far. Thus, this study aims at filling the gaps in the literature, first by determining which attributes influence overall user experience, and second by evaluating the effect of overall user experience in customer loyalty with respect to FDAs in Thailand. The main hypotheses are that both FDA attributes and user experience attributes positively influence overall user experience, and that the latter positively impacts customer loyalty through revisit intention and word-of-mouth recommendations. To measure the impact of each attribute on overall user experience and its effect on customer loyalty, data was collected from 265 FDA users via an online survey questionnaire. The questions were based on previous studies and the validity and reliability of the questionnaire were confirmed by a pilot study conducted with 10 FDA users. Respondents were contacted via social media and direct online messages and were screened to ensure that they had used an FDA in Thailand in the previous three months before responding. Findings show that the FDA interface, price, special benefits, customer service, reviews, delivery experience and pleasure are drivers of overall user experience. Moreover, overall user experience was found to be an important predictor of customer loyalty, via the concepts of revisit intention and word-of-mouth recommendations. |
| Year | 2022 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Tocquer, Gérard |
| Examination Committee(s) | Vimolwan Yukongdi;Zimmermann, Willi |
| Scholarship Donor(s) | EDHEC Business School, France;Asian Institute of Technology; |
| Degree | Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2022 |