An Empirical Study of Customer Satisfaction towards Food Delivery Online Using Mobile Application in China
An Empirical Study of Customer Satisfaction towards Food Delivery Online Using Mobile Application in China
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2016-06
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eng
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application/pdf
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7 pages
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The 4th International Graduate Research Conference
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Abstract
Customer satisfaction surveys have become one of the most important tools in the e-service industry to found
out about problems and determine how to improve online services. They are essential to e-commence
companies’ success, especially online food delivery services which has grown into a huge market in China.
The purpose of this study is to consider the factors that influence customer satisfaction toward food delivery
online. More specifically, looking at ‘Ele.me,’ one of the three leading third party platforms in China where
restaurants can register, it tests the influence of eight factors (app design, response time, information quality,
payment system, personalization, delivery, confirmation, and app reputation) on overall customer satisfaction
toward Ele.me. These eight factors represent the independent variables and customer satisfaction the dependent
variable. The data was collected through an online survey of 400 respondents via a website
(www.sojump.com). The respondents in this study were people with some experience using the Ele.me mobile
application. The sampling procedure used non-probability and the convenience sampling techniques. The data
were analyzed by bivariate linear regression and descriptive statistics were used to provide the percentage
distributions, average mean and standard deviations. In addition, inferential statistics were used to test the
relationship between the independent and dependent variables. The results show that all eight independent
variables have a positive relationship with overall customer satisfaction. Most respondents can accept 30-45
minute delivery time. The platform should nevertheless focus on improving information quality, app
reputation, and patronization. It could set up an inspection and reporting system to guarantee the veracity of
the restaurant information in their app. It could for example send a person to each cooperative restaurant at
least semi-annually and set a mark. The platform should also reward customers who disclose problems with
the cooperative restaurants and provide effective evidence.