Factors contributing to online food delivery satisfaction among young consumers

Zabidi, Nur Annisa (2023) Factors contributing to online food delivery satisfaction among young consumers. Project Report. Melaka, Malaysia, Universiti Teknikal Malaysia Melaka. (Submitted)

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Abstract

The food delivery service sector is expanding and has a high possibility in Malaysia and abroad. With social separation becoming the new norm, customers in the Covid-19 pandemic are asking to takeaway meals be distributed under governmental standard procedure. Using a quantitative approach, this study examined young customer satisfaction with online food delivery services in Melaka. It will examine the behavior of customers, demands, and user requirements to provide an excellent approach to understanding consumer accuracy. The data was collected using a questionnaire that has been distributed directly to the target respondents in Melaka, randomly selected by 361 respondents. This research also used Partial Least Square (PLS) which is a component-based SEM approach to examine the connection between dependent and independent variables using Smart PLS 4 software. The dependent variable in this research is online food delivery satisfaction among young consumers and the independent variables are reliability, meal hygiene, security, assurance, perceived ease of use, and time-saving. The results of the study show that five hypotheses have been accepted, namely assurance, perceived ease of use, reliability, security, and time-saving, while another hypothesis has been rejected, namely meal hygiene. Assurance is the strongest factor in this study.

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