Examining the impact of online food delivery services attributes on customer loyalty through a conjoint analysis approach: a case study of Bangkok, Thailand
Issued Date
2024-01-01
Resource Type
ISSN
17415357
eISSN
17415365
Scopus ID
2-s2.0-85214492028
Journal Title
International Journal of Value Chain Management
Volume
15
Issue
2
Start Page
142
End Page
162
Rights Holder(s)
SCOPUS
Bibliographic Citation
International Journal of Value Chain Management Vol.15 No.2 (2024) , 142-162
Suggested Citation
Sumrit D. Examining the impact of online food delivery services attributes on customer loyalty through a conjoint analysis approach: a case study of Bangkok, Thailand. International Journal of Value Chain Management Vol.15 No.2 (2024) , 142-162. 162. doi:10.1504/IJVCM.2024.143657 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/102691
Title
Examining the impact of online food delivery services attributes on customer loyalty through a conjoint analysis approach: a case study of Bangkok, Thailand
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Author's Affiliation
Corresponding Author(s)
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Abstract
This study investigates key service quality attributes in online food delivery services (OFDS) impacting customer choices using the DEQUAL model. It examines order accuracy, delivery speed, data privacy, application stability, and food temperature based on a sample of 818 regular OFDS users in Bangkok, Thailand. Through conjoint analysis, the study identifies critical attributes influencing customer preferences, including application stability, order accuracy, data privacy with explicit consent, and minimal temperature fluctuations. The findings enable scholars to determine the relative importance of each attribute and offer insights into factors most significantly affecting customer satisfaction and choice. OFDS companies can use these insights to optimise their services, enhancing their competitive advantage and customer loyalty. Additionally, restaurants and food delivery companies in other countries can apply this framework to evaluate their customers’ preferences towards OFDS similarly.