Examining the impact of online food delivery services attributes on customer loyalty through a conjoint analysis approach: a case study of Bangkok, Thailand

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.