Assessing Digital Service Quality Dimensions of Food Delivery Platforms in Thailand
Issued Date
2026-01-01
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Scopus ID
2-s2.0-105041295010
Journal Title
International Conference on Cybernetics and Innovations Icci 2026
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SCOPUS
Bibliographic Citation
International Conference on Cybernetics and Innovations Icci 2026 (2026)
Suggested Citation
Lakkhongkha K., Phinijphara S., Tantiathimongkhon T. Assessing Digital Service Quality Dimensions of Food Delivery Platforms in Thailand. International Conference on Cybernetics and Innovations Icci 2026 (2026). doi:10.1109/ICCI68752.2026.11506495 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/117350
Title
Assessing Digital Service Quality Dimensions of Food Delivery Platforms in Thailand
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Abstract
The rapid expansion of food delivery platforms in Thailand, particularly in the post-pandemic digital economy, has intensified competition and heightened the importance of digital service quality as a strategic determinant of sustainable advantage. This study aims to examine the reliability and validity of the E-S QUAL instrument in assessing digital service quality, to test the goodness-of-fit of the four-dimensional measurement model (Efficiency, Availability, Fulfillment, and Privacy) using Confirmatory Factor Analysis (C F A), and to propose service innovation guidelines for platform entrepreneurs. A pilot test with 30 respondents confirmed high internal consistency (Cronbach's Alpha =0.849), and the main analysis was conducted with 400 users of food delivery platforms in Thailand. The CFA results indicated that all 12 indicators significantly loaded onto their respective latent constructs (p<.001), with standardized factor loadings ranging from 0.67 to 0.76, demonstrating satisfactory convergent validity. The measurement model exhibited acceptable goodness-of-fit indices (C M I N / D F=2.830, G F I=0.946, R M S E A=0.068). The strongest inter-construct correlation was observed between Efficiency and Availability (r=0.46), highlighting the interdependence between system speed and system stability. The findings suggest that accurate delivery time prediction, real-time route optimization, seamless user experience design, and transparent data protection mechanisms are critical drivers of digital trust and user satisfaction in the Thai context. This study contributes to the empirical validation of the E-S-QUAL framework in an emerging ASEAN digital economy and provides strategic insights for enhancing service innovation and long-term competitiveness in platform-based markets.