The Customers' Perception Towards Online Food Ordering Service Usage In Malacca

Mhd Anuar, Nor Aqliema (2017) The Customers' Perception Towards Online Food Ordering Service Usage In Malacca. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The increasing number of people in using Internet in many ways has make this medium became one of the most significant target to businesses or organizations to promote and sell their products, fit with today environment that filled with well-developed things. Due to this advance, even though there are already many fast food restaurant had started using the online method in promoting and selling their products, other food retailers or businesses also does not want left behind in using online medium as their marketing channel since this method can give more profit and increase their income. With the various reasons of customers that willing to purchase food via online, the perception of the customers will be measured based on the factors of perceived ease of use, perceived usefulness, satisfaction, trust and prior experience. The researcher fills the gap study of online food ordering usage by obtain perception of customers towards this service. The theoretical framework development was construct based on two main theories that is TAM and TPB. The methodology of this research is based on the step to conduct quantitative research method and using 200 samples of respondent’s to distribute the questionnaire in Malacca city. The study also generates data analysis by using SPSS version 22.0 for testing the pilot test and actual survey. In order to conclude the study, the researcher stated the discussion and conclusion of the objectives, limitation, implication and recommendation of this research at the last chapter. Thus, this paper aims to investigate the factors of customers’ perception towards online food ordering service usage. Through this investigation, it can give more knowledge to food retailers in understanding customers’ perception as well they can take this opportunity to improve their service.

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