Business Research Methods (BUS 485)

Section: 2 Group: B
Spring 2021
Submitted to: Prof. Dr. Mamun Habib
Date of Submission: 19th April, 2021
Customer Satisfaction on Uber Eats
Name ID
Rifaat Fawziah Islam 1610418
Maher Neger Aney 1720530
Hashib Arman 1730339
Umme Mashiyad Mithila 1731419
Asma Tasnim Nishat 1611023

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Letter of Transmittal to,
Prof. Dr. Mamun Habib

Independent University, Bangladesh (IUB)

Bashundhara R/A, Dhaka

Date: April 19th, 2021

Subject: Research on Customer Satisfaction on Uber Eats

Dear Sir,

With due respect, it is our pleasure and honor to be your students and have this opportunity to
present this comprehensive research. While preparing for this study, we have given our best
effort in this tough time. We have tried to provide all relevant information regarding this research
and we believe and hope that this research will provide you with a clear conception about our
findings.

We all gave our best to accumulate required information and we will be more than happy to
answer any question and clarify it fully to your understanding. Thank you for all your help and
support which helped us significantly in preparing this research.

Yours Sincerely,

Group B

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Acknowledgement

This research work was a great learning experience for our team. We are indebted to many
people who encouraged and supported us. Without their participation and assistance, the
completion of the thesis would be impossible. Hereby, we would sincerely like thank them for
their patience and valuable guidance.

Firstly, we would like to take this opportunity to thank our instructor Prof. Dr. Mamun Habib for
guiding us till the end. We deeply admire his experience and vast knowledge in the field of
research. We are truly grateful for him giving us a solid guideline for this research throughout
numerous consultations.

We would also like to expand our deepest gratitude to all those who have directly and indirectly
guided us in preparing this assignment. Many people especially our team members themselves;
have made valuable comments and suggestions on this topic which gave us an inspiration to
improve our assignment by a large margin. We once again thank all the people who tried to help
us to complete this assignment.

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 Table of Contents

1. Generalities to the Study....................................................................................................... 5

1.1 Introduction of the Study: ............................................................................................... 5
1.2 Research Objective: ........................................................................................................ 5
1.3 Scope of Research: .......................................................................................................... 6
1.4 Significance of the Study: ............................................................................................... 6
2. Literature Review ................................................................................................................. 7
2.1 Theory: ............................................................................................................................ 7
2.2 Related Review Literature: ............................................................................................. 7
2.3 Previous Study: ............................................................................................................... 8
4. Presentation of Data and Critical Discussion of Results ...................................................... 9
4.1 Descriptive Analysis for Demographic Factors: ............................................................. 9
5. Research Methodology ...................................................................................................... 22
5.1 Methods of Research Used: .......................................................................................... 22
5.2 Respondents and Sampling Procedure: ......................................................................... 22
5.3 Research Instruments/Questionnaire: ........................................................................... 23
5.4 Collection of Data/Gather Procedure: ........................................................................... 23
5.5 Statistical Treatment of Data: ....................................................................................... 23
6. Summary, Conclusions and Recommendation ................................................................... 24
6.1 Conclusion: ................................................................................................................... 24
Bibliography ............................................................................................................................ 25
Appendix A: Questionnaire ..................................................................................................... 26

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 Chapter 1: Generalities of the Study

1.1 Introduction

‘Uber Eats’ parent company, Uber, was founded in 2009 by Garrett Camp and Travis Kalanick.
In August 2014, the organization began serving food with the opening of the Uber FRESH
service in Santa Monica, California. In 2015, the website was called Uber EATS. (Miah, 2019)

Uber Eats launched in Bangladesh in April 2019 and quickly became well-known for its reliable
food delivery service.

Customers have been turning to online food distribution services since the Covid- 19 pandemic
struck Bangladesh and closed markets, some of which are still closed. In Dhaka, Chittagong, and
Sylhet, the rising trend of mobile app-based food delivery has enabled local and foreign players
to compete. Foodpanda, a German-based food distribution firm, entered the market in 2013, after
HungryNaki. Pathao Foods, Sohoz Foods, and Uber Eats later entered the food distribution
business, with Pathao Foods rising to the top.

Customer loyalty can be influenced by a variety of factors. In this review, we'd like to
concentrate on five factors: consumer friendliness/responsiveness, quick distribution, quality of
food, and purchase convenience. This, in turn, adds to customer satisfaction at Uber Eats. We
gathered information from existing Uber Eats consumers in Dhaka for this research. The purpose
for the consumer is to receive their ordered food in a satisfactory and hygienic manner, and it
was critical for Uber Eats to provide this process as simple, secure, and comfortable as possible,
so that consumers develop a relationship with Uber Eats and continue to use them service.
(Hossain, 2019)

It will also allow Uber Eats to flourish and increase their consumer base, contributing to society's
need for cheap, fast, and convenient service. This study would also assist them in determining
which aspects consumers need the most. This thesis can also be used as a source of information
in future studies.

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1.2 Research Objective

The objectives of this research is to look into the elements that determine food distribution in
Uber. The customer's view of how well Uber Eats handles these variables the following are the
objectives of this study: -

 To see if there has been some improvement in people's attitudes about food delivery
services in Uber eats.
 Discover so much about Uber etas' target demographic base and use the SPSS platform to
explore survey results.
 Analyze the effect of covid-19 on Uber eats as a whole.
 Going to recommend all food delivery services about how they can improve their service
processes and transform consumer perceptions.

1.3 Scope of Research

This research is entirely focused on primary and secondary sources of information. We
conducted the survey with a small group of people and gathered their responses. It is a
systematic research focused on a formal questionnaire survey, data analysis, diverse people's
opinions and perceptions, various social media and internet outlets, various reports, posts, and
other sources. We used an internet poll to gather a total of 100 responses for this study. We have
done our part to make this article as accurate as possible.

1.4 Significance of the Report

We have done our part in our study to provide all of the analysis that could be done at this time
and that has been correctly gathered in the report. Since this is a covid-19 condition, all of the
data gathered has a limited variety of sources. We also did our best to learn everything there was
to know about this topic. There could be some details that aren't available anywhere on the
internet. The majority of the data was gathered from internet databases and used as effective
data. (Holy, 2020)

Finally, the aim of this study was to determine how important these independent variables are in
determining consumer loyalty, as well as which variable consumer’s value the most. It will also
assist them in achieving market satisfaction and repurchase purpose, which will assist them in
not only retaining the existing customers but also gaining and attracting new potential customers.

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 Chapter-2 Literature Review
2.1 Theory

Customer satisfaction is a method that is used to quantify the degree to which the customer is
satisfied with the product, services, or experience. Satisfaction is one of the most important
consumer reactions in online shopping, and its significance is reflected in the ability to help build
customer loyalty, enhance positive word of mouth, lead to repurchases and improve the
company's market share and profitability (Bhattacherjee, 2001). A five percent decrease in
customer defection can increase profits by between 25 & 85 percent, depending on the industry
(Reichheld and Sasser, 1990, p.110).

2.2 Related Review of Literature

According to Syed Shah Alam and Norjay Mohd. Yasin website interface, reliability, range of

goods and delivery performance are the four important factors that cause customer satisfaction

with online shopping. An analytical result of an investigation conducted by Syed Shah Alam and
Norjaya Mohd. on Malaysian online consumers shows the relationship between online shopping
satisfaction and the determinants that influence their satisfaction. The internal reliability of the
items was verified by the calculation of the Cronbach alpha (Nunnally, 1978).

According to our research, we have found few information on why Uber Eats was discontinued
in Bangladesh. Uber, the first international ride-sharing platform to enter Bangladesh, started its
operations in the country in 2016, and was founded in 2009 in San Francisco, USA. Currently,
the ride-sharing platform operates in around 900 cities across the globe, and has branched out
into logistics and food delivery services in many of those (The Daily Star, 2021). The Uber Eats
spokesperson said to The Daily Star that as per their strategy they are trying to focus their energy
on top Eats markets around the world. He also added their number one priority now is to do
everything possible to minimize the impact on our valued employees, restaurant partners,
delivery partners and consumers who have supported us. Uber Eats operated almost for one year
in Bangladesh and will be shutting down in June 2nd, 2020. As we know, Bangladesh is not the
only market Uber Eats is shutting down it has done so in many other markets where there is no
chance or clear route in becoming the number one or number two food delivery operator.

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2.3 Previous Study

Serhat Murat Alagoz & Haluk Hekimoglu (2012) determined a noticeable growth in ecommerce
with a substantial speed worldwide, similarly food industry has been noticed to grow by the time.
Researchers have used Technology Acceptance Model (TAM) model to learn about the online
food ordering system. Ease and usefulness of the online ordering and delivery services has been
emphasized as a major factor towards the acceptance and growth of these services.

Varsha Chavan et al. (2015) in their studies aimed to gauge the impact smart device founded
interface on business management and service delivery have concluded them as a supporting
factor for restaurants in taking orders and delivering foods with more convenience. Authors have
indicated online services as more convenient, user friendly and most effective tools for food
businesses.

H.S. Sethu & Bhavya Saini (2016) have wonderfully investigated the perception, behaviour and
satisfaction of students towards online food ordering and delivery services. The study
emphasized the online food ordering and delivery services help students in time management and
having their favorite food at any time of the day. Researchers have likewise revealed that easy
access to internet as one of the supporting factor to the use of such services by the students.
Leong Wai Hong (2016) in his studies has published the online food ordering and delivery
services as an efficient system to improve efficiency and profitability of restaurants through
online marketing and business strategies.

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Chapter - 4 Presentation of Data and Critical Discussion of Results

In this part, we tried to integrate and use the primary data we gathered from the online survey to
find many results. There are some techniques available for statistical analysis out there, such as
SPSS, AMOS, LISREL, etc., among which we used SPSS to analyze our results. The following
is an overview of five questions among the 17 questions we had based on the 100 respondents'
survey.

Reliability analysis

Case Processing Summary

N %
Cases Valid 99 99.0
Excluded 1 1.0
Total 100 100.0
a. List wise deletion based on all
variables in the procedure.

Reliability Statistics
Cronbach's
Alpha N of Items
.067 18

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Descriptive statistics for demographic analysis

Descriptive Statistics
Minimu Maximu Std.
N m m Mean Deviation Variance
Did you ever use Uber
100 1.00 3.00 1.5100 .73161 .535
Eats
Did Uber Eats have
your choice of
100 1.00 5.00 3.3800 .86199 .743
restaurants in their
app?
On average how many
times did you face
99 1.00 5.00 3.3535 1.09090 1.190
issues while ordering
with the UberEats app
Do you think Uber Eats
responded or delivered
food faster than rest of
the competitors? 99 1.00 5.00 3.0808 1.01697 1.034
(Hungrynaki, Pathao
Foods, Shohoz Foods,
Food panda)
Did you find the
delivery charge of
UberEats to be higher 99 1.00 5.00 3.1818 .88483 .783
compared to the rest of
the competitors
Valid N (list wise) 99

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Descriptive statistics

Descriptive Statistics
Std.
N Range Minimum Maximum Mean Deviation V
Statistic Statistic Statistic Statistic Statistic Std. Error Statistic S
Did you ever use Uber
100 2.00 1.00 3.00 1.5100 .07316 .73161 .
Eats
Do you think Uber Eats
responded or delivered
food faster than rest of
the competitors? 99 4.00 1.00 5.00 3.0808 .10221 1.01697 1
(Hungrynaki, Pathao
Foods, Shohoz Foods,
Food panda)
Did you find the
delivery charge of
UberEats to be higher 99 4.00 1.00 5.00 3.1818 .08893 .88483 .
compared to the rest of
the competitors
On average how many
times did you face issues
99 4.00 1.00 5.00 3.3535 .10964 1.09090 1
while ordering with the
UberEats app
Did Uber Eats have your
choice of restaurants in 100 4.00 1.00 5.00 3.3800 .08620 .86199 .
their app?
Valid N (list wise) 99

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Statistics
Did you ever used uber-eats?

Statistics
Did you ever use Uber Eats
N Valid 100
Missing 0
Mean 1.5100
Std. Error of
.07316
Mean
Median 1.0000
Mode 1.00
Std. Deviation .73161
Variance .535
Minimum 1.00
Maximum 3.00

The majority of the respondents from the survey used the uber eat apps also some were unsure
about it.

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Did uber eats have your choice of restaurants?

Descriptive Statistics
Std.
N Range Minimum Maximum Mean Deviation V
Statistic Statistic Statistic Statistic Statistic Std. Error Statistic S
Did Uber Eats have your
choice of restaurants in 100 4.00 1.00 5.00 3.3800 .08620 .86199 .
their app?
Valid N (list wise) 100

In this chart and table, it shows that uber had a plenty of choice to go around from and the users
statistically wise agreed.

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On average how many times did u face any issues while ordering with uber eats?

Statistics
On average how many times
did you face issues while
ordering with the UberEats
app
N Valid 99
Missing 1
Mean 3.3535
Std. Error of
.10964
Mean
Median 3.0000
Mode 3.00
Std. Deviation 1.09090
Variance 1.190
Range 4.00
Minimum 1.00
Maximum 5.00

The chart and the table says that users sometimes faced issues while ordering from the mobile
apps.

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Do you think Uber Eats delivered your food faster than the rest of its competitors?

Descriptive Statistics
Minimu Maximu Std.
N Range m m Mean Deviation Variance
Did Uber-Eats provide
frequent promo codes
99 4.00 1.00 5.00 3.3030 .98410 .968
or discounts on their
app
Valid N (list wise) 99

We can see from the chart and the table above that uber-eats didn’t give away frequent promo
codes.

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Did you find the delivery charge of Uber Eats to be higher compared to the rest of the
competitors?

Descriptive Statistics
Minimu Maximu Std.
N Range m m Mean Deviation Variance
Did you find the
delivery charge of
UberEats to be higher 99 4.00 1.00 5.00 3.1818 .88483 .783
compared to the rest of
the competitors
Valid N (list wise) 99

We can see from the chart and the table majority had neutral comment about the food delivery
charge. Whereas we have to keep in mind that 31% agreed that the price was comparatively high.

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1.

2.

3.

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5.

6.

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7.

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8.

9.

10.

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11.

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 Chapter- 5 Research Methodology

5.1 Methods of Research Used

We decided to perform an investigation as to why Uber Eats stopped operating in Bangladesh.

For our study, we used the descriptive methodology, which is the most commonly used research
design in the world. The use of questionnaires, personal interviews, and other structured
descriptive techniques are examples.

We conducted an online survey to collect qualitative data to validate Uber Eats' overall user
experience for further research. We decided to conduct an online questionnaire survey using
Google Docs.

Online research has become increasingly common in recent years as a result of technological
advancements and ease of access. Online analysis has become more versatile as it can be applied
to different studies such as HRM, economics, management, and marketing. In addition,
conducting online surveys to collect data and statistics is easy. Conversely, it is believed that
genuine data is difficult to extract in online research due to the respondents' lack of acuity.

5.2 Respondents and Sampling Procedure

Our online survey, which included 17 questions, was conducted by sending a link to people
asking about their overall Uber Eats experience. We got 100 responses and chose to use them as
a sample for our study.

According to the results and responses from our survey, out of 100 respondents, we received 46
responses from male users and 54 responses from female users. Majority of the users were in
between the age group of 21-25.

The response on our survey indicated that about 70% of the people order food online on a daily
basis and almost all of them prefer to use mobile apps. Among the 100 respondents, 88 people
have used Uber Eats before while the rest did not.

The majority of respondents in our survey were moderately pleased with Uber Eats and their
operation, according to our findings. However, they still had to deal with a slew of issues and

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inconveniences as a result of using the Uber Eats app and service, one of which was the fact that
their service was unavailable in some of Dhaka's most popular and busy areas.

5.3 Research Instruments/Questionnaire:

We grouped 17 questions relevant to Uber Eats' overall user experience to conduct the survey. In
addition, for options applicable to our questions that were simple enough for our participants to
understand and respond, we used the nominal and ordinal scales, as well as the Five Point Likert
Scale. The majority of the questions used nominal preference scales as screening questions. At
the end, a paragraph box query was added for anonymous input and thoughts from the
participants. Since the survey was done in a short period of time, respondents found it convenient
to answer questions, and Google Forms made it easier for us to interpret the results.

5.4 Collection of Data/Gather Procedure:

We used both primary and secondary data to investigate the reasons for Uber Eats'
discontinuation of service in Bangladesh. We began by analyzing secondary data from the Dhaka
Tribune and The Daily Star newspapers. However, we mainly used primary data that we
collected by conducting an online survey of 100 personal friends and relatives.Using a link to the
respondents, we used the Google docs from which we distributed our questionnaire online.

5.5 Statistical Treatment of Data:

After gathering all of the required data, we used the SPSS software to analyze the data using a
simple mathematical mean. The standard study of deviation and reliability proved to be much
more useful to us, simplifying our work considerably. Through the use of SPSS software, we
have learned how to obtain useful performance, efficient management data, and a variety of
options such as maps, graphs, forms, and so on.

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 Chapter - 6 Summary of Findings

The report reflected the survey that was performed on the chosen demographics, and the
researchers were able to gather numerous useful information. The below is a summary of some
of the questions that the researchers had based on the survey responses of 50 people. It was
discovered that 49.1 percent of the customers were men, according to the responses. Females
made up 50.9 percent of the population. The majority of those who ordered from Uber Eats were
between the ages of 21 and 25. This suggests that the app was most likely to be used by young
people. 66.1 percent of people say they use Uber Eats on a daily basis. This suggests that, despite
the fact that it is a big number, Uber Eats is still widely used. According to the results of this
poll, 69 percent of people choose to order from mobile applications. And the majority of users
who used Uber Eats learned about it mostly from social media, followed by the Uber App, and
finally through family or friends. The Uber Eats app was classified as user-friendly by the
majority of users. When it comes to people's experiences with Uber Eats, the majority of them
were ecstatic with the support they had, which is remarkable for a company that hasn't been
around for so long. This means that Uber Eats was able to understand the needs of its customers
in a comparatively limited period of time. So, that pretty much sums up our entire descriptive
research, which demonstrates Uber Eats' level of popularity and satisfaction, as well as the
impact it has on the minds and lifestyles of individuals.

Conclusion

To sum up, Uber Eats was undoubtedly one of the fastest-growing companies in Bangladesh's
food distribution industry. This is supported by the survey illustrated in this report, which found
that most of the time, the feedback on Uber Eats was positive, and the level of satisfaction was
high, especially among the youth. After a year of collaborating with local restaurants to provide
fast and safe food delivery, Uber made the difficult decision to discontinue Uber Eats in
Bangladesh on June 2nd, 2020. However, we believe it struggled to gain enough market share
due to strong local market rivals such as Pathao, FoodPanda, and Shohoj. They were also unable
to progress and prosper in Bangladesh as Uber Eats is a multinational enterprise with high
operating costs which might have become a heavy burden for them to meet due to inability to
increase their sales and market share in Bangladesh due to fierce competition from local
competitors.

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 References

 Holy, I. J. (2020, June 17). Delivery Services in Bangladesh: Coping with COVID-19.
Retrieved from DATABD.C: https://databd.co/stories/delivery-services-in-bangladesh-
coping-with-covid-19-12228

 Hossain, S. (2019, April 29). Uber Eats to launch in Dhaka. Retrieved from CORPORATE:
https://en.corporatenews.com.bd/uber-eats-launch-dhaka-april-30/

 Miah, F. (2019, April 28). Uber to Launch Food Delivery App in Dhaka on April 30.
Retrieved from THE DAILY STAR: https://www.thedailystar.net/city/food-delivery-app-
uber-eats-by-uber-launch-in-dhaka-1735993

 Ashish Raina, Varinder Singh Rana 2, Dr. Arun Singh Thakur (2019, March) "Popularity of
online food ordering ad delivery services- A COMPARATIVE STUDY BETWEEN ZOMATO,
SWIGGY AND UBER EATS IN LUDHIANA," International Journal of Management,
Technology And Engineering

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 Appendix A: Questionnaire

1. Please indicate your gender-

• Male
• Female

2. Which of the following age groups are you in?

• 10-14
• 15-20
• 21-25
• 26-30
• 31 and above

3. Do you order food online on a regular basis or from time to time?

• Yes
• No

4. What is your preferred method of ordering?

• Through phone
• Through websites
• Through mobile apps
• Through social media pages

5. Did you ever use Uber Eats?

• Yes
• No

6. How did you find out about Uber Eats?

• Social Media
• Friends and Family
• Billboard and Newspaper
• Radio
• Uber App

7. Did you find Uber Eats app was user friendly-?

• Highly comfortable
• Comfortable
• Uncomfortable
• Highly uncomfortable

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8. Was Uber Eats available in your preferred area?
• Yes
• No

9. Uber Eats dealing policy was better than their other competitors.
• 1 – Strongly Disagree
• 2 – Disagree
• 3 – Neutral
• 4 – Agree
• 5 – Strongly Agree

10. Did Uber Eats have your choice of restaurants in their app?
• 1 – Strongly Disagree
• 2 – Disagree
• 3 – Neutral
• 4 – Agree
• 5 – Strongly Agree

11. How many times did you order food from Uber Eats each week on an average?
• Not even once in a week
• Less than 3 times per week
• 3-6 times per week
• More than 6 times per week

12. Do you think Uber Eats responded or delivered food faster than rest of the
competitors? (Hungrynaki, Pathao Foods, Shohoz Foods, Foodpanda)
• 1 – Strongly Disagree
• 2 – Disagree
• 3 – Neutral
• 4 – Agree
• 5 – Strongly Agree

13. Did Uber Eats provide frequent promo codes or discounts on their app?
• 1 – Strongly Disagree
• 2 – Disagree
• 3 – Neutral
• 4 – Agree
• 5 – Strongly Agree

14. Did you find the delivery charge of UberEats to be higher compared to the rest of the
competitors?
• 1 – Strongly Disagree
• 2 – Disagree

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• 3 – Neutral
• 4 – Agree
• 5 – Strongly Agree

15. On average how many times did you face issues while ordering with the UberEats
app?
• Most of the time
• Frequently
• Sometimes
• Almost never
• Never

16. Was the payment methods on their app convenient enough? (COD, Bkash, Credit
card)?
• 1 – Strongly Disagree
• 2 – Disagree
• 3 – Neutral
• 4 – Agree
• 5 – Strongly Agree

17. Overall, were you satisfied with Uber Eats service?

• 1 – Strongly Disagree
• 2 – Disagree
• 3 – Neutral
• 4 – Agree
• 5 – Strongly Agree

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