CUSTOMER SATISFACTION TOWARDS FOODPANDA SERVICE DELIVERY IN KLANG VALLEY

The primary objective of this study is to examine the effect of service quality and food quality on customer satisfaction amongst users of Foodpanda in Klang Valley. In so doing, this study aims to investigate customers’ satisfaction with service delivery provided by Foodpanda and also to identify critical factors that affect customers’ experiences with online food delivery service. A quantitative approach was used to collect data from users of Foodpanda in Klang Valley through established measures for assessing service quality (SERVQUAL) and online food delivery services (OFD). Findings from the survey were analyzed to test hypotheses of the study. Results of the study revealed that food quality has more significant impact on customers’ satisfaction than service quality. Key factors that affect customers’ satisfaction with their experiences with Foodpanda were identified and discussed. Moreover, findings of the study revealed that service quality is relevant and has significant effect on customers’ satisfaction with their experiences with online food delivery service. Specifically, findings revealed that aspects of service quality such as reliability and responsiveness have significant effect on customers’ satisfaction with their experiences with Foodpanda. The study employed e-SERVQUAL and Expectancy Disconfirmation Theory to understand how customers judge service quality provided by Foodpanda in digital delivery ecosystem where customers judge service quality based on their expectations of services provided. Findings and contributions of the study identified critical factors that affect customers’ experiences and thus, their satisfaction with online food delivery service and relative importance of food quality to service quality. The study also provided practical implications on how customers’ experiences with Foodpanda could be improved particularly with respect to delivery, handling of food and managing customers’ experiences with online food delivery service