ABSTRACT:
This study is to identify and measure w88 link mới nhất factors affecting w88 link mới nhất satisfaction of customers with delivery services during w88 link mới nhất Covid-19 pandemic. w88 link mới nhất SPSS 20 statistics software was used to analyze w88 link mới nhất reliability of w88 link mới nhất scale through Cronbach's alpha and w88 link mới nhất exploratory factor analysis was employed to test w88 link mới nhất proposed research model. w88 link mới nhất study finds out that there are five factors positively affectingcustomer satisfaction. These factors are delivery service, safety packaging, perceived price, promotion, and distribution channel.
Keywords:customer satisfaction, delivery service, Covid-19.
1. Introduction
In Ho Chi Minh City, Food and Beverage (F&B) service plays a big economic role. w88 link mới nhất demand of using this service is increasing day by day, thus, more and more F&B delivery services have been established and grown rapidly. w88 link mới nhất citizens get used to ordering food online since w88 link mới nhất convenience of staying home and food or drinks will be delivered to their living room in a short time. After applying social distancing in Ho Chi Minh City, online delivery services have an opportunity to boom up because people are not allowed to go outside, however, delivery services are still being available. Behavior and satisfaction of customers when using delivery services, especially in F&B delivering have been studied and analyzed quite much before. However, in a tough situation as w88 link mới nhất Covid-19 pandemic and many directives have been provided by w88 link mới nhất government, F&B services have fallen into depression and have not found a solution. Therefore, w88 link mới nhất topic “Factors affecting customer satisfaction in delivery service during w88 link mới nhất Covid-19 pandemic” will contribute to evaluating and clarifying w88 link mới nhất factors that affect customer satisfaction when using delivery services. As a result, every piece of advice and suggestion will be considered and applied to enhance w88 link mới nhất experience of customers.
2. Literaturereview and research model
2.1. Literature review
Prasetyo, Y.T, et al., (2021) stated that “food delivery service or online food delivery service can be defined as any food delivery transaction with monetary value that is done through mobile handheld devices, such as smartphones or personal digital assistants”.
Kotler (2000) defined satisfaction as: “a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance or outcome in relation to his or her expectations”.
Service quality and satisfaction are two different concepts but they are closely related to each other in w88 link mới nhất research of service (Parasuraman, et al., 1988). Previous research showed that service quality is w88 link mới nhất reason that leads to satisfaction because w88 link mới nhất quality is related to service while satisfaction can only be assessed after w88 link mới nhất service has been used (Cronin and Taylor, 1992).
2.2. Research model
On w88 link mới nhất basis of a research document of Yusra and Agus. A (2019), Ali, S.; Khalid, N.; and partners (2020), Prasetyo, Y.T.; and associates (2021), Nazifa Insyirah binti Azman and associates (2021), at w88 link mới nhất same time using group discussion methodology (qualitative research), w88 link mới nhất authors of this research have inherited w88 link mới nhất factors that according to w88 link mới nhất authors are suitable forYugen Bar. w88 link mới nhất authors have synthesized and recorded w88 link mới nhất following factors that affect customer satisfaction in delivery service during w88 link mới nhất Covid-19 pandemic:
Figure 1. Research model proposed by w88 link mới nhất authors
Table 1. Factors in w88 link mới nhất research model
3. Research results
Based on w88 link mới nhất result of Reliability Analysis (Cronbach's Alpha), w88 link mới nhất author finds that w88 link mới nhất scale has high reliability because w88 link mới nhất Cronbach's alpha coefficient of all independent variables is greater than 0.6. Besides, w88 link mới nhất smallest Corrected item-total correlation of w88 link mới nhất variables is greater than 0.4. Therefore, w88 link mới nhất author concludes that w88 link mới nhất scales have good reliability and are consistent with w88 link mới nhất coefficient that w88 link mới nhất author expected.
Table 2. Result of reliability analysis(Cronbach's Alpha)
According to w88 link mới nhất table above, w88 link mới nhất KMO coefficient of 5 independent factors = 0.811 0.6 and also for w88 link mới nhất KMO coefficient of 1 dependent factor = 0.778 0.6, which means that w88 link mới nhất correlation between w88 link mới nhất observed variables is large enough to conduct factor analysis. Thus, exploratory factor analysis (EFA) is appropriate.
Table 3. Factor Analysis (Exploratory factor analysis)
Therefore, w88 link mới nhất results of w88 link mới nhất rotation matrix show that 20 observed variables are classified into 5 factors, all observed variables have factor loading coefficients greater than 0.5 and there are no bad variables. So w88 link mới nhất scale has high reliability and meaning.
Table 4. Results of w88 link mới nhất rotation matrix
w88 link mới nhất statistical results of w88 link mới nhất coefficients table show that w88 link mới nhất sig coefficient of 4 factors as DS, SP, PP, DC are all < 0.05 and PR 0.05, so this factor is excluded. Thus, w88 link mới nhất regression coefficients of 4 factors are reliable enough to prove that these factors can affect to w88 link mới nhấtsatisfaction factor.
4. Conclusion
w88 link mới nhất results show that w88 link mới nhất research has achieved w88 link mới nhất set goal, namely: determining w88 link mới nhất factors affecting customer satisfaction in delivery services during w88 link mới nhấtCovid-19pandemic. According to w88 link mới nhất results of w88 link mới nhất group discussion, w88 link mới nhất majority of experts believe that w88 link mới nhất factors proposed by w88 link mới nhất authors in w88 link mới nhất model are really necessary in explaining w88 link mới nhất factors affecting customer satisfaction when using delivery service. w88 link mới nhất test results of Cronbach's alpha scale show that w88 link mới nhất independent and dependent factors have good reliability. There are 20 observed variables used in w88 link mới nhất EFA exploratory factor analysis step. w88 link mới nhất study also assessed w88 link mới nhất impact of each factor on customer satisfaction. Besides, w88 link mới nhất results of ANOVA analysis showed that there was no difference between w88 link mới nhất survey groups with factors such as gender, age, income, and employment when analyzing factors affecting customer satisfaction in delivery services during w88 link mới nhất pandemic.
REFERENCES:
- Cronin, J. J. & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension.Journal of Marketing, 56 (July), 55-68.
- Faslu Rahman, C. K. et al. (2020). Covid-19 and Food Safety: Implications and Opportunities to Improve w88 link mới nhất Food Supply Chain.Journal of Experimental Biology and Agricultural Sciences, 8, 34-41.
- Kotler, P. and Armstrong, G. (2003).Principles of Marketing, 9th ed. Upper Saddle River, NJ: Prentice Hall.
- Parasuraman, A., Zeithamil, V. A., Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality.Journal of Retailing, 64(1), 12-40.
- Prasetyo, Y.T. et al., (2021). Factors Affecting Customer Satisfaction and Loyalty in Online Food Delivery Service during w88 link mới nhất Covid-19 Pandemic: Its Relation with Open Innovation,Journal of Open Innovation Technology Market and Complexity,7(1).
CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN SỰ HÀI LÒNG CỦA KHÁCH HÀNG VỀ CHẤT LƯỢNG DỊCH VỤ GIAO HÀNG TRONG GIAI ĐOẠN DỊCH COVID-19: NGHIÊN CỨU ĐỐIVỚI YUGEN BARTẠI TP.HỒ CHÍ MINH
ThS. HỒ TRÀ GIANG - NGÔ GIA TƯỜNG - QUÁCH CHÁNH ĐẠI THANH THIÊN - PHẠM NGUYỄN MINH CHÂU - LÊ NGUYỄN HOÀNG TRIỀU
Trường Đại học FPT, Thành phố Hồ Chí Minh
TÓM TẮT:
Nghiên cứu này nhằm xác định và đo lường các yếu tố ảnh hưởng đến sự hài lòng của khách hàng về chất lượng dịch vụ giao hàng trong giai đoạn dịch Covid-19. Trong nghiên cứu này, phần mềm SPSS 20 được sử dụng để phân tích độ tin cậy thang đo qua hệ số Cronbachs Alpha và phân tích EFA được sử dụng để kiểm tra mô hình nghiên cứu. Kết quả nghiên cứu đã xác định được 5 yếu tố ảnh hưởng đến sự hài lòng về chất lượng dịch vụ giao hàng, gồm: dịch vụ giao hàng, đóng gói an toàn, giá cả cảm nhận, khuyến mãi, kênh phân phối.
Từ khóa:sự hài lòng khách hàng, dịch vụ giao hàng, Covid-19.
[Tạp chí Công Thương - Các kết quả nghiên cứu khoa học và ứng dụng công nghệ,
Số 24, tháng 10 năm 2021]
