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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7 pages
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The 4th International Graduate Research Conference
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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.
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