ABSTRACT:
This study is to identify and measure the factors affecting the satisfaction of customers with delivery services during the Covid-19 pandemic. The SPSS 20 statistics software was used to analyze the reliability of the scale through Cronbach's alpha and the exploratory factor analysis was employed to test the proposed research model. The study finds out that there are five factors positively affecting customer 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. The demand of using this service is increasing day by day, thus, more and more F&B delivery services have been established and grown rapidly. The citizens get used to ordering food online since the 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 the Covid-19 pandemic and many directives have been provided by the government, F&B services have fallen into depression and have not found a solution. Therefore, the topic “Factors affecting customer satisfaction in delivery service during the Covid-19 pandemic” will contribute to evaluating and clarifying the 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 the experience of customers.
2. Literature review 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 the research of service (Parasuraman, et al., 1988). Previous research showed that service quality is the reason that leads to satisfaction because the quality is related to service while satisfaction can only be assessed after the service has been used (Cronin and Taylor, 1992).
2.2. Research model
On the 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 the same time using group discussion methodology (qualitative research), the authors of this research have inherited the factors that according to the authors are suitable for Yugen Bar. The authors have synthesized and recorded the following factors that affect customer satisfaction in delivery service during the Covid-19 pandemic:
Figure 1. Research model proposed by the authors
Table 1. Factors in the research model
3. Research results
Based on the result of Reliability Analysis (Cronbach's Alpha), the author finds that the scale has high reliability because the Cronbach's alpha coefficient of all independent variables is greater than 0.6. Besides, the smallest Corrected item-total correlation of the variables is greater than 0.4. Therefore, the author concludes that the scales have good reliability and are consistent with the coefficient that the author expected.
Table 2. Result of reliability analysis (Cronbach's Alpha)
According to the table above, the KMO coefficient of 5 independent factors = 0.811 > 0.6 and also for the KMO coefficient of 1 dependent factor = 0.778 > 0.6, which means that the correlation between the observed variables is large enough to conduct factor analysis. Thus, exploratory factor analysis (EFA) is appropriate.
Table 3. Factor Analysis (Exploratory factor analysis)
Therefore, the results of the 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 the scale has high reliability and meaning.
Table 4. Results of the rotation matrix
The statistical results of the coefficients table show that the sig coefficient of 4 factors as DS, SP, PP, DC are all < 0.05 and PR > 0.05, so this factor is excluded. Thus, the regression coefficients of 4 factors are reliable enough to prove that these factors can affect to the satisfaction factor.
4. Conclusion
The results show that the research has achieved the set goal, namely: determining the factors affecting customer satisfaction in delivery services during the Covid-19 pandemic. According to the results of the group discussion, the majority of experts believe that the factors proposed by the authors in the model are really necessary in explaining the factors affecting customer satisfaction when using delivery service. The test results of Cronbach's alpha scale show that the independent and dependent factors have good reliability. There are 20 observed variables used in the EFA exploratory factor analysis step. The study also assessed the impact of each factor on customer satisfaction. Besides, the results of ANOVA analysis showed that there was no difference between the survey groups with factors such as gender, age, income, and employment when analyzing factors affecting customer satisfaction in delivery services during the 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 the 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 the 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 ĐỐI VỚI YUGEN BAR TẠI 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]
